Hitherto, coffee is not only a beverage, but also a key export product in Vietnam,

accounting for the second-largest agricultural export in terms of turnover. As a result, the
coffee industry plays a significant role in the national economy. When it comes to coffee,
it's impossible not to mention Trung Nguyen Legend, which is a close and well-known
brand to many customers.1 Trung Nguyen Group Joint Stock Company was formerly a
small coffee shop founded by Chairman Dang Le Nguyen Vu in Buon Ma Thuot - the
coffee capital of Vietnam. Trung Nguyen Group is an enterprise that specializes in coffee
production, processing, trading, franchising, distribution services, modern retail, and
tourism. In the field of coffee production, processing and trading, the company offers
typical products such as G7 instant coffee, fresh coffee, high-end Trung Nguyen coffee
(Weasel coffee), etc. Trung Nguyen's products have been exported to more than 80
countries worldwide, including the United States, Canada, Russia and so on. 2
Singapore, a small country in Southeast Asia, is a young, dynamic country3 and is one of
the wealthiest countries in the world, having established itself as a well-known financial
center, an important commercial center in the region, the world's busiest port, and a
strategic location for investment. Singapore culture is the intersection of many different
cultures, making it extremely unique and diverse. However, coffee has become an
indispensable beverage in the daily lives of both residents and foreign tourists.
Recognizing Trung Nguyen's ability to supply coffee to the global market and Singapore
as a potential market, our team has chosen Trung Nguyen Legend and the Singapore
market as a topic for discussion in the International Business subject.

1
https://www.thuvientailieu.vn/tai-lieu/de-tai-chien-luoc-xuat-khau-ca-phe-sang-singapore-7321/
2
https://www.studocu.com/vn/document/hoc-vien-hang-khong-viet-nam/kinh-te-vi-mo/trungnguyen-quan-tri-
thuong-hieu/23615424
3
https://vnr500.com.vn/Thong-tin-doanh-nghiep/TAP-DOAN-TRUNG-NGUYEN-LEGEND-Chart--309-2016.html