1. Identify the product mix/lines of Saigon Coffee and the target market for each of the product...
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1. Identify the product mix/lines of Saigon Coffee and the target market for each of the product line.
2. How does Saigon Coffee differentiate itself from its competitors?
3. Assume Saigon Coffee would like to establish its café in Hong Kong next year. Suggest the marketing mix strategies for the management of Saigon Coffee to consider.
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Case - Saigon Coffee Coffee culture is growing in Vietnam as retailers are seeking new ways to improve quality and enhance product reputation in the country. For the Vietnamese, coffee provides not only energy but also a way of life. Coffee outlets range from counters with plastic stools on the sidewalk to contemporary cafes with roasters on the premises. When you ask anyone about their favorite coffee, various top brands may be mentioned including Starbucks, Nescafe, Coffee Beans, or Tully's Coffee. However, for the Vietnamese, or foreigners who have lived in Vietnam or spent a significant amount of time there, there is a favorite choice: Saigon Coffee. Introduced to the market in 1996, Saigon Coffee is the most sought-after coffee brand among consumers in Vietnam. The signboard of a Saigon Coffee is one of the most prominent features in the streetscape of every city in the country. It has established itself as a leader in the local coffee industry, expanded to other countries in Asia, and brought its unique blends to other markets in the Western world. What is the story behind the success of this brand? The story dates back to 1996 when four founders started the Saigon Coffee company in the highland region of Vietnam. Back then, the company was just a small coffee-roasting house operated by four people. With the vision of creating a famous coffee brand name, the young entrepreneurs wanted to introduce authentic Vietnamese coffee to the whole world. When the founders established Saigon Coffee, they soon realized the need to reach out to the public. with their new brand. Borrowing money from family and friends, they set up a coffee shop in a busy commercial area of Ho Chi Minh City. Two years after its inception, Saigon Coffee entered the biggest market in Southern Vietnam; not long after that, the brand created a so-called "Saigon Coffee phenomenon" in this vibrant and competitive city. People were amazed with the new coffee lifestyle that Saigon Coffee introduced and were captivated by the rich, authentic Vietnamese coffee it offered. Subsequently, with its slogan of "Explore creative inspiration," the company expanded to other provinces and cities across the country. Saigon Coffee is the number one brand in Vietnam and it is estimated that 11 out of 17 million Vietnamese households have purchased Saigon Coffee products. Case - Saigon Coffee Coffee culture is growing in Vietnam as retailers are seeking new ways to improve quality and enhance product reputation in the country. For the Vietnamese, coffee provides not only energy but also a way of life. Coffee outlets range from counters with plastic stools on the sidewalk to contemporary cafes with roasters on the premises. When you ask anyone about their favorite coffee, various top brands may be mentioned including Starbucks, Nescafe, Coffee Beans, or Tully's Coffee. However, for the Vietnamese, or foreigners who have lived in Vietnam or spent a significant amount of time there, there is a favorite choice: Saigon Coffee. Introduced to the market in 1996, Saigon Coffee is the most sought-after coffee brand among consumers in Vietnam. The signboard of a Saigon Coffee is one of the most prominent features in the streetscape of every city in the country. It has established itself as a leader in the local coffee industry, expanded to other countries in Asia, and brought its unique blends to other markets in the Western world. What is the story behind the success of this brand? The story dates back to 1996 when four founders started the Saigon Coffee company in the highland region of Vietnam. Back then, the company was just a small coffee-roasting house operated by four people. With the vision of creating a famous coffee brand name, the young entrepreneurs wanted to introduce authentic Vietnamese coffee to the whole world. When the founders established Saigon Coffee, they soon realized the need to reach out to the public. with their new brand. Borrowing money from family and friends, they set up a coffee shop in a busy commercial area of Ho Chi Minh City. Two years after its inception, Saigon Coffee entered the biggest market in Southern Vietnam; not long after that, the brand created a so-called "Saigon Coffee phenomenon" in this vibrant and competitive city. People were amazed with the new coffee lifestyle that Saigon Coffee introduced and were captivated by the rich, authentic Vietnamese coffee it offered. Subsequently, with its slogan of "Explore creative inspiration," the company expanded to other provinces and cities across the country. Saigon Coffee is the number one brand in Vietnam and it is estimated that 11 out of 17 million Vietnamese households have purchased Saigon Coffee products. Case - Saigon Coffee Coffee culture is growing in Vietnam as retailers are seeking new ways to improve quality and enhance product reputation in the country. For the Vietnamese, coffee provides not only energy but also a way of life. Coffee outlets range from counters with plastic stools on the sidewalk to contemporary cafes with roasters on the premises. When you ask anyone about their favorite coffee, various top brands may be mentioned including Starbucks, Nescafe, Coffee Beans, or Tully's Coffee. However, for the Vietnamese, or foreigners who have lived in Vietnam or spent a significant amount of time there, there is a favorite choice: Saigon Coffee. Introduced to the market in 1996, Saigon Coffee is the most sought-after coffee brand among consumers in Vietnam. The signboard of a Saigon Coffee is one of the most prominent features in the streetscape of every city in the country. It has established itself as a leader in the local coffee industry, expanded to other countries in Asia, and brought its unique blends to other markets in the Western world. What is the story behind the success of this brand? The story dates back to 1996 when four founders started the Saigon Coffee company in the highland region of Vietnam. Back then, the company was just a small coffee-roasting house operated by four people. With the vision of creating a famous coffee brand name, the young entrepreneurs wanted to introduce authentic Vietnamese coffee to the whole world. When the founders established Saigon Coffee, they soon realized the need to reach out to the public. with their new brand. Borrowing money from family and friends, they set up a coffee shop in a busy commercial area of Ho Chi Minh City. Two years after its inception, Saigon Coffee entered the biggest market in Southern Vietnam; not long after that, the brand created a so-called "Saigon Coffee phenomenon" in this vibrant and competitive city. People were amazed with the new coffee lifestyle that Saigon Coffee introduced and were captivated by the rich, authentic Vietnamese coffee it offered. Subsequently, with its slogan of "Explore creative inspiration," the company expanded to other provinces and cities across the country. Saigon Coffee is the number one brand in Vietnam and it is estimated that 11 out of 17 million Vietnamese households have purchased Saigon Coffee products.
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Saigon Coffee Product Mix Differentiation and Marketing Mix for Hong Kong 1 Product MixLines and Target Market Roasted Coffee Saigon Creative One to F... View the full answer
Related Book For
Agribusiness Principles Of Management
ISBN: 9781285952352,9781285947839
1st Edition
Authors: David Van Fleet, Ella Van Fleet, George J. Seperich
Posted Date:
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