Market analysis for Trung Nguyen Vietnamese Coffee Company's Expansion into Europe.

The first 200 words of this essay...

INTRODUCTION

Trung Nguyen Corporation was established in 1996 by young talented entrepreneurs, their target is to introduce the authentic Vietnamese coffee to the world. Ten years after the established day, Trung Nguyen has become a famous trade mark in domestic and foreign market. At present, Trung Nguyen is a strong corporation with 6 subsidiary companies. It also owns nearly 1000 franchised coffee shops which commit to keep the original coffee flavor in any Trung Nguyen coffee shops. Trung Nguyen makes a plan to expand the trade mark in Europe. To penetrate into this market, Trung Nguyen confront with a lot of obstacles. That's also an opportunity and challenge for Trung Nguyen.

Determining the market structure is a very important thing for every enterprise to take part in a market environment. If the companies have a right identification about the market structure, they will determine clearly what they should do. The area of economics which is most relevant to us looks at how the businesses and consumers behave in the markets. The most important thing for an individual business or consumer is the number of rivals there are in the market. For example, if there is only a