MISSION

BUILD THE UNIFIED HUMANITY UNDER THE VALUE SYSTEM OF THE ENLIGHTENED LIFESTYLE FOR SUCC
VISION
THE GREAT ORGANIZATION THROUGH SERVING HUMANITY

Strategy Objectives

Enter new markets in Asia and increase sales to Chinese markets by 5% within the next 2

CUSTOMER (CS)

Market position Customer sati

FINANCE (FI)

Reduct costs Increase revenue from new marke

INTERNAL PROCESS (IP)

Executive management process Distribution management

ORGANIZATION LEARNING (OL)

Develop human ressources according to Trung Nguyen style standards Bringing a miniature Vietn
GHTENED LIFESTYLE FOR SUCCESS AND TRUE HAPPINESS

H SERVING HUMANITY

tives

e markets by 5% within the next 2 years

CS)

Customer satisfaction

I)

Increase revenue from new markets, especially Chinese (5%)

ESS (IP)

ment Quality management

TION LEARNING (OL)

Bringing a miniature Vietnam in each product

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 Criteria
KRI
Increase sales to Chinese markets by 5% within the next 2 years
KPI
Revenue Growth Rate

Chinese coffee market share

The use of traditional Vietnamese ingredients, brewing methods, and packaging

PI
Number of new costumer each new coffee shop (PI)
% on servey they would refer a friend
Domestic coffee market share (KPI)
Chinese coffee market share (KPI)
% of loyal member
% rating or review on social media
% rating of servey in coffee shop (KPI)
Revenue Growth Rate(KRI)
Fixed costs (KRI)
Cost per unit (PI)
Number of online payment transactions (Bank transfer, MoMo, ZaloPay,..)
Maximum error rate when providing service (PI)
Quality of input and output product
The number of new opportunities for businesses, enable access to a wider customer base, and foster international
trade and economic growth through online channels.
ESI (Employee satisfaction index), ESAT (Employee satisfaction score)
Time to complete products, Quality of output
Training hours, training satisfaction survey rating
The number of social media shares of Trung Nguyên Legend Coffee products, and the number of customer reviews that
mention Vietnam.
The use of traditional Vietnamese ingredients, brewing methods, and packaging.
 Organization
Finance Customer Process Note
Learning
Revenue Growth Rate: This is one of the mo
x x x x effectiveness of expanding into the Chinese
indicates the level of success in attracting an
revenue is increasing significantly, it suggest
and approach are yielding positive business
X

X
Chinese coffee market share: https://www.m
reports/china-coffee-market
Evaluate your market share in the coffee ind
your competitive position and measure the
x brands (Starbucks, Nestle, Luigi Lavazza,....)
x
x
x
x
The use of traditional Vietnamese ingredient
aims to be a place that provides cultural valu
x individuals towards positive experiences rath
build a Trung Nguyên brand that strongly em
x the design of utensils, furniture, signage, uni
x Nguyên Vũ envisions that whenever Trung Ng
should feel as if they are taking a 10 to 15-mi
x the actual Vietnamese territory.
x All of this contributes to Trung Nguyên's bran
culture in the international market.
x
x
x

x
x
x
x

x
x
 e: This is one of the most crucial KPIs for measuring the
anding into the Chinese coffee market. The revenue growth rate
success in attracting and retaining Chinese customers. If the
g significantly, it suggests that your market expansion strategy
elding positive business results.

et share: https://www.mordorintelligence.com/industry-
-market
t share in the coffee industry in China. This will help you assess
sition and measure the level of success compared to competing
estle, Luigi Lavazza,....)

Vietnamese ingredients, brewing methods, and packaging: Trung Nguyên

at provides cultural values and fosters a creative environment, guiding
ositive experiences rather than merely being a coffee vendor. The goal is to
brand that strongly embodies the cultural essence of Vietnam. This includes
, furniture, signage, uniforms, and the service style of the staff. Đặng Lê
that whenever Trung Nguyên expands to a new country, the local residents
are taking a 10 to 15-minute break in a miniature Vietnam before entering
e territory.
to Trung Nguyên's brand as a strong embodiment of traditional Vietnamese
tional market.
 ID_IN Measure Administration Human Resouces Domestic Sale Domestic International Sale & Accounting Logistics Finance
ID Objectives Targets Index Measurement Marketing
DEX Frequency Department Department Department Department Marketing Department Department Department Department

Set a specific time period -> Track new

Attract new customer
when expand into Chinese C1.1 Number of new costumer each new customers -> Calculate the KPI:
Monthly 20% 10% 50% 10% 10% 100%
coffee shop (PI) KPI = Total number of new customers /
market Number of new coffee shops

Market positon Remain in the top 10

position in domestic C1.2 Domestic coffee market share (KPI) Yearly 10% 10% 10% 50% 5% 10% 5% 100%
market
Market Share = (Your Company's Sales /
Total Market Size) x 100
Target value positioning in
Chinese market up to C1.3 Chinese coffee market share (KPI) Yearly 15% 10% 10% 50% 5% 5% 5% 100%
17,8%

Increase customer delight % on servey they would refer a Combine surveys via social networking
by 15% C2.1 friend platforms and face-to-face surveys Daily 15% 25% 10% 20% 20% 5% 5% 100%

Determine the criteria that qualify

CUSTOMER

customers as "loyal members" based on

the loyalty program (customers who have
made a certain number of purchases,
Increase customer loyalty accumulated a specific number of loyalty
C2.2 % of loyal member Monthly 15% 25% 10% 25% 25% 100%
by 5% points, or have been active members for a
defined period)
-> % of loyal members = (Number of loyal
members / Total number of customers) x
Customer satisfaction 100

% rating range form 1 to 5

Increase quality of service
by 15% C2.3 % rating or review on social media % review = (Number of positive reviews / Daily 15% 25% 10% 25% 25% 100%
Total number of reviews) x 100

Make a questionnaire with rating questions

about restaurant space, service speed,
% rating of servey in coffee shop
C2.4 (KPI) service attitude of staff, facilities,... to Daily 15% 25% 10% 25% 25% 100%
assess customer satisfaction.
KPI = average score of those criteria

Increase revenue from Revenue Growth Rate = (Current Revenue -

Revenue entering new market F1 Revenue Growth Rate (KRI) Previous Revenue) / Previous Revenue * Yearly 5% 10% 5% 5% 5% 10% 10% 35%
(Chinese) by 5% 100
FINANCE

Fixed costs = Total costs (Administrative

Cost Reduce costs by 5% F2.1 Fixed costs (KRI) staff, Rent, Facility Upkeep,...) Yearly 5% 10% 10% 5% 5% 10% 10% 45%

Cost per unit= Total cost / the number of

F2.2 Cost per unit (PI) units produced Yearly 5% 10% 15% 10% 15% 5% 10% 20%

Define the scope and timeframe.

Collect transactional data from Trung
Nguyen Legend's online payment systems.
Number of online payment Categorize payment methods (bank
Increase payment banking transactions (Bank transfer, MoMo, transfer, MoMo, ZaloPay, etc.).
activities 15% I1.1 Quarterly 20% 10% 0% 5% 5% 25% 0% 35%
ZaloPay,..) Calculate transaction counts for each
method.
Analyze the data to identify trends and
popular payment methods.
Executive management process

Define the scope and context.

Identify relevant error types.
Collect data on service errors.
Improve quality serving I1.2 Maximum error rate when providing Calculate error rates for each service or Monthly 20% 35% 10% 15% 15% 0% 5% 0%
service (PI) overall services.
Analyze the data to identify the maximum
error rate and assess its impact on service
quality.
INTERNAL PROCESS

Trung Nguyên Legend may establish

Optimizing the distribution targets to improve the efficiency of their
Increase distribution processes to reduce costs, enhance distribution network. This could involve
network efficiency 10% I2.1 delivery speed, and maximize reducing transportation costs, optimizing Semiannually 10% 10% 5% 10% 10% 0% 45% 10%
resource utilization routes, minimizing delivery times, and
improving inventory management.

Distribution management
Trung Nguyen Legend promotes to bring
The number of new opportunities energy coffee products to the world's
for businesses, enable access to a leading e-commerce sites such as Amazon,
Increase/expand cross- wider customer base, and foster Alibaba (Taobao.com, Tmall.com,
border e-commerce I2.2 Monthly 5% 5% 5% 5% 30% 5% 30% 15%
international trade and economic Yihaodian.com, JD.com...), More than 30
growth through online channels. largest online shopping websites in Korea
and in Vietnam are Lazada, Tiki, Shopee.

100% sourced from Source and manage coffee beans

selected coffee from 5
famous countries for purchased from Vietnam, Jamaica,
Quality management I3 Quality of input and output product Ethiopia, Brazil and Colombia where meet Monthly 5% 5% 5% 10% 10% 5% 40% 20%
coffee ingredients in the the requirements of Trung Nguyên Legend
world

This KPI measures how satisfied employees

Increase employee ESI (Employee satisfaction index), are with their jobs, their working
satisfaction by 5% L1.1 ESAT (Employee satisfaction score) conditions, and their overall experience Semiannualy 20% 40% 5% 5% 10% 10% 0% 10% 100%
with Trung Nguyên Legend Coffee.

Assess and develop A measure of how long it takes an

Time to complete products, Quality employee to complete product. A measure
Develop human resources employee productivity L1.2 of output of the quality of the output produced by an Annually 35% 30% 5% 5% 15% 5% 0% 5% 100%
(5%)
ORGANIZATION LEARNING

employee.

This indicator is an important factor on

which the success of the cafe rests. The
Improve Employee L1.3 Training hours, training satisfaction value can be had by looking at the duration Annually 30% 40% 5% 5% 10% 5% 0% 5% 100%
cababilities by 3% survey rating
of training that was imparted to the
employees, on yearly basis.

The number of social media shares

This KPI measures how well Trung Nguyên
Product of Trung Nguyên Legend Coffee Legend Coffee products tell the story of
storytelling increase by L2.1 products, and the number of Quarterly 10% 5% 5% 10% 50% 5% 5% 10% 100%
10% customer reviews that mention Vietnam through their design, marketing,
and branding. 
Vietnam.
Bringing a miniature Vietnam

The use of traditional Vietnamese This KPI measures how authentic Trung
Product authenticity
increase 5% L2.2 ingredients, brewing methods, and Nguyên Legend Coffee products are to Quarterly 5% 5% 10% 5% 50% 5% 5% 15% 100%
packaging. Vietnamese culture and tradition.

Time to complete products can be

measured by tracking the amount of time e-commerce
employees spend on different products or store? website?
by tracking the number of products distributor?
completed per unit of time. Quality can be
measured in a variety of ways, such as the
number of defects in a product, the
number of customer complaints, or the
level of customer satisfaction.

lí do dùng, đo
lường ntn, tsao đo
hàng quý, năm mà
kp hàng ngày?
thước đo có gì
khác biệt?
https://vietnamcoffee.vn/trung-nguyen-legend-day-manh-chinh-phuc-thi-truong-trung-quoc-32-25.html
https://123docz.net/document/9097530-trung-nguyen-tham-nhap-thi-truong-trung-quoc.htm
https://vir.com.vn/trung-nguyen-legends-journey-to-bring-vietnamese-coffee-to-the-world-82013.html
ng-quoc-32-25.html

world-82013.html