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TABLE OF CONTENT
CHAPTER 1: PRODUCT/SERVICE/ COMPANY......................................................................... 3
1. Information about Trung Nguyên Legend............................................................................ 3
2. Development history............................................................................................................ 4
3. Product................................................................................................................................ 6
4. Service...............................................................................................................................12
5. Evaluation.......................................................................................................................... 13
CHAPTER 2: SALE ORGANIZATION........................................................................................ 13
1. Trung Nguyên's organizational structure........................................................................... 13
2. Sales organization............................................................................................................. 14
3. Evaluation.......................................................................................................................... 15
CHAPTER 3: SELLING PROCESS............................................................................................ 15
1. Prospecting........................................................................................................................15
2. Preparation........................................................................................................................ 16
3. Approaching.......................................................................................................................16
4. Handling Objections...........................................................................................................17
5. Closing & Follow................................................................................................................ 18
CHAPTER 4: SALE TARGET..................................................................................................... 19
The objectives of Trung Nguyên Coffee................................................................................ 19
1. The target customers of Trung Nguyên Coffee............................................................19
2. Segmentation...............................................................................................................19
3. Targeting...................................................................................................................... 20
CHAPTER 5: SALES BUDGET.................................................................................................. 20
CHAPTER 6: SALES STAFF RECRUITMENT...........................................................................21
1. The criteria for recruiting sales staff...................................................................................22
CHAPTER 7: SALES STAFF TRAINING................................................................................... 22
1. The training process for sales staff is described as follows............................................... 23
CHAPTER 8: SALES STAFF MOTIVATION...............................................................................23
1. Compensation for employees............................................................................................ 23
2. Policy................................................................................................................................. 24
3. Employee healthcare benefits........................................................................................... 24
4. Employee training and development................................................................................. 24
5. Treatment of Trung Nguyên employees............................................................................ 24
CHAPTER 9: SALES STAFF EVALUATION.............................................................................. 24
1. The evaluation criteria for sales staff at Trung Nguyên Legend are as follows................. 24
CHAPTER 10: CONCLUSION.................................................................................................... 25

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 CHAPTER 1: PRODUCT/SERVICE/ COMPANY

1. Information about Trung Nguyên Legend

NAME GLOBAL Trung Nguyên LEGEND GROUP

THE GREAT ORGANIZATION

VISION
THROUGH SERVING HUMANITY

BUILD THE UNIFIED HUMANITY UNDER THE VALUE SYSTEM

MISSION OF THE ENLIGHTENED LIFESTYLE

FOR SUCCESS AND TRUE HAPPINESS

ABSOLUTE FAITH

SERVING COMMUNITY
CORE VALUES
SUPPORTED BY HUMANITY

STRONG ECO-FINANCE

Trung Nguyên Legend is a famous coffee brand from Vietnam, founded in 1996 by Mr. Dang Le
Nguyen Vu in the city of Buon Ma Thuot. They are renowned for producing and distributing
high-quality coffee, particularly roasted and ground coffee. Trung Nguyên Legend has become
one of the largest and most successful coffee companies in Vietnam.

The brand has expanded its business scale to many other countries worldwide and gained global
recognition. Trung Nguyên Legend's coffee products are famous for their rich and unique
flavors, made from high-quality coffee beans. In addition to roasted and ground coffee, they also
produce and sell coffee-related products such as coffee filters, coffee machines, and specialty
coffee beverages. In particular, their G7 Instant Coffee line has become a popular soluble coffee
and widely used in the market.

Trung Nguyên Legend has also received numerous awards in the coffee industry and for its
charitable activities, and it has a large customer base. The vision and efforts to build a strong
Vietnamese coffee brand have helped Trung Nguyên Legend achieve success and make a mark in
the coffee industry.

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 2. Development history
- 1996:
On June 16, 1996, Dang Le Nguyen Vu founded Trung Nguyên in Buon Ma Thuot city –
Vietnam’s coffee capital. The initial capital investments consisted of only an old bike,
unwavering faith and strong will of youth as well as a genuine desire to build a famous coffee
brand, bringing the flavor of Vietnamese coffee to all corners of the world.
- 1998:
The opening of the first coffeehouse in Ho Chi Minh City was the first step in the formation of
the Trung Nguyên coffee shop chain in cities throughout Vietnam and in other countries of the
world.
- 2001:
Successful franchise in Japan, Singapore. Announcing the new slogan “Explore creative
inspiration”, Trung Nguyên won the love of consumers across the country for its exceptional
coffee that had been extracted from the finest quality coffee beans, using advanced technology
and unique inimitable oriental formulas, and blended with an intense passion for coffee.
- 2003:
On November 23, 2003, G7 instant coffee was introduced in the “G7 Instant Coffee Festival” at
The Independence Palace which attracted thousands of participants. The highlight of the festival
was the blind test asking participants to pick out their favorite instant coffee between G7 and a
world’s leading brand of instant coffee. In the end, G7 won with 89 percent of votes.
- 2010:
Trung Nguyên coffee products are exported to over 60 countries around the globe, especially the
U.S, Canada, Russia, England, Germany, Japan, China, ASEAN, etc.
- 2012:
Trung Nguyên Coffee is the number one brand in Vietnam with the largest number of coffee
consumers. It is estimated that 11 out of 17 million Vietnamese households purchase Trung
Nguyên coffee products. Launching the “Journey of Great Mindset” initiated by “The festival of
Creativity for Viet Nam’s Aspiration”, attracted more than 50,000 participants at The
Independence Palace, HCMC.
- 2013:
G7's 10th anniversary, the 3rd year leading in market share and the most favorite brand. The
“Journey of Great Mindset” spread throughout the country with the “Ideas for Creating the
Future” contest and “The 2nd festival of Creativity for Viet Nam’s Aspiration”; attracted 100,000
participants.
- 2016:
20th Anniversary of the Journey of Serving. Announcing Trung Nguyên Legend as the unified
organization and its New Name, Mission, and Vision. Launching The Trung Nguyên Legend
Café – The Energy Coffee That Changes Life, becoming the largest café chain in Southeast Asia.
Give away 1.2 million life-changing books of the “Journey of Great Mindset” for free to
Vietnamese youth from various fields.

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 - 2017:
Opening Shanghai Branch. Launching The E-Coffee: The special and specialized café chain –
The energy coffee that changes life
- 2018:
The World Coffee Museum has been officially opened in Buon Ma Thuot City Launching the
new energy coffee: Trung Nguyên Legend and Trung Nguyên Legend Capsule.
- 2019:
Launching “The Journey From The Heart – The Great Wisdom Journey – Startup to Build the
Country” for Vietnamese young people from the highest mountains to the most remote islands in
the country.
- 2020:
Launching Show to experience 3 Coffee Civilizations: Ottoman – Roman – Zen.
- 2021:
Celebrating the 25th anniversary of Trung Nguyên Legend (1996 – 2021). The Coffee City
project officially inaugurated the model house and utility areas.
- 2022:
The first overseas flagship store of Trung Nguyên Legend opened in Shanghai in 2022, creating
a Energy Coffee World that integrates enjoying coffee, demonstrating coffee and feeling coffee.
In the Coffee World, you can taste the representative coffee of the Three Coffee Culture series
and Vietnamese food, and enjoy the Vietnamese style-slow life.
- 2023:
Opening of Representative Office in Korea. Accompanying to build Buon Ma Thuot City to
become the world's Coffee City. Launching the hotel complex "La Forêt en ville" and conference
center "The world coffee center", groundbreaking for the construction of the "Loving" and
"Happy" school areas in the Coffee City urban area. Celebrating 20 years of the G7 brand
conquering the globe.

3. Product

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 Trung Nguyên LEGEND ICED MILK
COFFEE

THE MOST DELICIOUS ICED MILK

COFFEE IN THE WORLD

Carefully selected from the finest coffee

beans in the world, infused with the
benevolent essence of the Earth, Water,
Craftsmanship, and Humanity.

Trung Nguyên LEGEND SPECIAL

EDITION

POWERFUL ROASTED AND GROUND

COFFEE FLAVOR

Featuring seductive freshly ground coffee

aroma and exquisite rich taste crafted from
the finest coffee beans in the world, using the
advanced Nano+ ultra-fine grinding
technology.

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 Trung Nguyên LEGEND CLASSIC

SPECIAL ROASTED AND GROUND

INSTANT COFFEE GENERATION

FRESHLY BREWED ROASTED AND

GROUND COFFEE FLAVOR

Trung Nguyên Legend Classic - a masterpiece

of the new generation of instant coffee,
inherits the excellent flavor from the
renowned G7 3in1 instant coffee, combined
with roasted and ground coffee utilizing
Nanotechnology.

ROMAN ROASTED AND GROUND

COFFEE CAPSULES

Roman is considered one of the finest

Espresso products originating from
Vietnamese coffee. With a hint of light
smokiness and a fresh fruity aroma, its rich
and full-bodied character creates an authentic
Italian-style Espresso cup.

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 OTTOMAN ROASTED AND GROUND
COFFEE CAPSULES

A brewing technique invented by the Turks, it

possesses a unique flavor profile—creamy,
thick, and smooth with a distinct aroma that is
characteristic of Turkish coffee. It offers a
full-bodied taste and a lingering aroma,
making it truly special.

THIỀN ROASTED AND GROUND

COFFEE CAPSULES

It has a delicate and shimmering brew, with a

serene aroma that encompasses all the flavors
of the world. It is gentle and balanced, with a
hint of bitterness, a touch of sweetness, and a
blend of green tea and fresh fruit flavors. It
can be described as mysteriously flavorful,
delightfully aromatic, and enchantingly
ethereal.

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The exquisite crystallization of the world's
finest coffee beans, processed using the most
advanced biogenic fermentation technology in
the world, following the blending secrets of
top experts.

Understanding the value and immense power

of creativity on the journey to success, Trung
Nguyên has dedicated extensive research to
create the masterpiece of CREATIVE
COFFEE, which unlocks the effective
exploration of creative thinking abilities,
leading to new heights of intelligence.

Crafted from the finest coffee beans using

Trung Nguyên's exclusive and irreplicable
blending secrets, combined with the world's
most advanced processing technology, each
unique CHE PHIN coffee masterpiece
possesses distinct aromas and flavors that
tantalize the senses of coffee connoisseurs and
especially coffee shops seeking to own a
distinctive coffee experience.

Carefully selected from the finest coffee

beans of the Buon Ma Thuot region, it
delivers a rich and intense coffee flavor with a
deep aroma, offering a delightful beverage
that brings forth alertness, focus, and

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 creativity.

A masterpiece crafted from the finest Robusta

and Arabica coffee beans, combining the
world's most advanced technology and the
secrets of the roasting process that embody
CÀ PHÊ HẠT Trung Nguyên
the distinctive characteristics of Vietnam's
coffee heritage. With a variety of options to
meet the diverse business needs of each café
and the discerning tastes of customers.

BROTHERS SWEETENED CONDENSED

CREAM

With a specially formulated recipe for coffee,

Brothers Sweetened Condensed Cream is a
unique secret found only at Trung Nguyên,
creating a harmonious cup of creamy coffee
with distinctive flavors and an exquisite
aroma.

G7 3IN1 INSTANT COFFEE

Derived from the finest Robusta coffee beans

in the world, combined with special Nano+
roasting technology and Eastern secrets, G7
Energy Coffee delivers a powerful
wakefulness and creativity alongside
life-changing books.

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 G7 STRONG X2 INSTANT COFFEE

G7 Strong X2 is a line of instant coffee

products with a double-strength, rich coffee
flavor for those who truly enjoy a strong cup
of coffee. It brings you a robust and bold
coffee experience that matches your taste
preferences, with a powerful coffee essence.

G7 2IN1 INSTANT COFFEE

G7 2in1 is a line of instant coffee products

that captures the authentic flavor of black iced
coffee, true to the taste profile of Trung
Nguyên Roasted and Ground Coffee. It offers
the distinctive and pure taste of real black iced
coffee, satisfying your coffee cravings.

G7 BLACK INSTANT COFFEE

G7 Black Instant Coffee is a line of pure black

instant coffee products without sugar, offering
quality and a rich, delicious flavor that caters
to the refined taste of coffee connoisseurs.

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 4. Service

Trung Nguyên E-Coffee is a global coffee retail chain owned by the Trung Nguyên Legend
Group. It brings together the essence of three coffee civilizations: Ottoman, Roman, and Zen,
and was launched in August 2019.

Since its inception, Trung Nguyên E-Coffee has created a strong wave of franchising,
becoming the number one choice for over 1,000 partners and establishing a nationwide
presence. It is considered an optimal solution for coffee-related businesses and startups,
catering to a wide range of entities such as office employees, traditional grocery store owners,
coffee shop owners, students, franchise companies, culinary, tourism, transportation, and retail.

Trung Nguyên E-Coffee not only offers flexible designs suitable for various locations but also
provides collaboration policies that maximize benefits for all partners, including partnership
packages and support programs for training, consulting, and operations. Furthermore, with a
special product range consisting of over 100 delicious energy coffee products and brewing
utensils following the three coffee civilizations - life-changing books - healthy bread, Trung
Nguyên E-Coffee creates a miniature coffee world, fulfilling the needs of coffee lovers to
experience a variety of product packages at home, in the office, or at coffee shops.

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 Trung Nguyên Legend is an ideal destination for coffee enthusiasts and passionate individuals.
At Trung Nguyên Legend, you can indulge in exceptional energy-boosting coffees, especially
the best iced milk coffee in the world, alongside carefully selected life-changing books that
represent the pinnacle of human knowledge. Accompanied by the nourishing energy from
Legend's wholesome bread made from the purest natural ingredients, it provides a harmonizing
and balancing source of energy for the body.

In addition to being a place to enjoy delicious energy coffees, Trung Nguyên Legend regularly
hosts cultural exchanges, entrepreneurial meetups, and gatherings for the intellectual and social
communities on various topics such as coffee and entrepreneurship, coffee and books, coffee
and music, coffee and film, coffee and architecture, and more. It is a space where coffee lovers
and enthusiasts can find like-minded friends, share valuable lessons and successful formulas,
and contribute to building a community dedicated to the Philosophical Lifestyle - a lifestyle for
success.

5. Evaluation
Trung Nguyên Legend offers a diverse range of products that truly cater to the preferences and
desires of coffee enthusiasts. From their extensive selection of energy-boosting coffees to their
exquisite brewing tools, Trung Nguyên Legend provides an immersive coffee experience.

One standout aspect of their product lineup is the wide variety of coffee flavors available. With
over 100 different types of coffee, they offer something for everyone, whether you prefer a rich
and bold espresso, a smooth and creamy latte, or a refreshing iced coffee. The attention to detail
in sourcing high-quality coffee beans and the skillful blending and roasting techniques are
evident in each cup, delivering a delightful and flavorful experience.

Whether you're seeking a stimulating intellectual discussion or simply a moment of pure

indulgence, Trung Nguyên Legend delivers a truly satisfying and enriching experience with their
diverse product offerings.

CHAPTER 2: SALE ORGANIZATION

1. Trung Nguyên's organizational structure

Leadership: The leadership of Trung Nguyên consists of the Board of Directors and the
Executive Board, who are responsible for managing the company's strategies and policy
decisions.

Key Business Units: Trung Nguyên has several key business units, including:
- Trung Nguyên Legend Coffee: The flagship unit of the company, specializing in the
production and distribution of high-quality coffee.

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 - Trung Nguyên Franchise: Responsible for managing and developing the network of
Trung Nguyên branded stores and coffee shops.
- Trung Nguyên International: Responsible for expanding the company's business scale and
exporting its products to international markets.
- Trung Nguyên E-Coffee: Responsible for managing and developing the online sales
channel for Trung Nguyên.

Supporting Departments:
- Accounting and Finance: Manages the financial aspects, accounting, and financial
reporting of the company.
- Human Resources: Ensures recruitment, training, and management of the company's
employees.
- Research and Development: Focuses on research, development of new products, and
technological advancements in the coffee field.
- Marketing and Advertising: Plays a role in brand promotion and product marketing for
Trung Nguyên.
- Supply Chain Management: Ensures smooth and efficient procurement, transportation,
storage, and distribution of products.

Branches and Representative Offices: Trung Nguyên has a network of branches and
representative offices in various cities and countries worldwide, which helps the company
expand its business scale and enhance market access capabilities.

2. Sales organization
Direct Sales Channel: Trung Nguyên operates its own stores and coffee shops that are directly
owned by the company. These locations provide customers with the opportunity to purchase
coffee products and enjoy coffee in a controlled environment with professional service.

Franchising System: Trung Nguyên also develops a franchising network, allowing individuals or
other organizations to open stores or coffee shops under the Trung Nguyên brand. This enables
the company to expand its business scale and reach different locations.

Online Sales: Trung Nguyên also has an online sales channel where customers can order coffee
products through the company's website or mobile application. This brings convenience and
global accessibility to customers.

Sales through Agents and Distributors: Trung Nguyên collaborates with local agents and
distributors to access local markets. These partners play a role in distributing and selling Trung
Nguyên coffee products to stores, restaurants, hotels, and coffee shops.

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Partnership with Business Partners: Trung Nguyên also establishes partnerships and
collaborations with other business partners such as supermarkets, convenience store chains, and
major distributors to expand the distribution of their coffee products.

→ Trung Nguyên's sales organization aims to ensure that their coffee products are efficiently
accessed and served to customers, meeting the needs and expectations of the market.

3. Evaluation
Trung Nguyên Legend's sales organization system is very flexible, diverse and
customer-focused. By owning and managing stores and cafes directly, they ensure consistent
product quality and customer experience across their entire network.

Furthermore, their franchising system allows them to scale the business and reach many different
locations through local business partners. In addition, online sales channels and cooperation with
agents, distributors and other business partners also help Trung Nguyên Legend meet market
needs flexibly and effectively.

Overall, Trung Nguyên Legend's sales organization system is commendable for creating a
comprehensive business model and meeting diverse customer needs.

CHAPTER 3: SELLING PROCESS

1. Prospecting
Diverse channels of access: Trung Nguyên utilizes multiple channels to reach and attract
customers. In addition to opening stores and coffee shops, they also have an online presence
through their website, mobile app, and social media channels. This helps Trung Nguyên reach a
broader customer base and provides convenience for new customers to learn about and purchase
their products.
- Trung Nguyên also invests heavily in TVC advertising. Their commercials are often aired
during prime time on national television channels such as VTV1, VTV3, which helps the
brand stay top of mind within the community.

Collaboration with distribution partners: Trung Nguyên Coffee establishes cooperative

relationships with distribution partners to expand their distribution network and reach customers
in different areas. This allows them to access a large number of potential customers through
various sales channels, including supermarkets, convenience stores, and other retail outlets.

Creating unique customer experiences: Trung Nguyên creates unique and special experiences to
capture customer interest. This can include organizing free tastings, coffee expert meet-ups, or

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special promotions for new customers. These experiences provide potential customers with the
opportunity to experience the unique quality and flavor of Trung Nguyên products.

Product quality: An important factor in prospecting is product quality. Trung Nguyên Coffee is
renowned for using high-quality coffee beans and meticulous processing methods. This results in
coffee products with unique and reliable flavors, attracting the interest of customers seeking
high-quality coffee.

2. Preparation
Coffee bean sourcing: Trung Nguyên actively seeks and selects high-quality coffee beans from
around the world. They focus on purchasing beans from renowned coffee-growing regions such
as Brazil, Colombia, Ethiopia, and Vietnam. This process involves evaluating the quality and
flavor profiles of the coffee beans to ensure only the best beans are chosen.

Coffee processing: Trung Nguyên Coffee adheres to meticulous coffee processing procedures to
preserve the flavor and quality of the coffee beans. The processing may include steps such as
thorough washing, careful drying, hulling, and roasting. For each processing method, Trung
Nguyên employs appropriate techniques and timing to bring out the best flavors for each type of
coffee.

Blending and grinding: Trung Nguyên has experienced coffee blending experts who create
unique and diverse coffee blends. They combine coffee beans from different origins to produce
rich and balanced flavor profiles. After blending, the coffee is ground to order to ensure
freshness and optimal extraction during brewing.

Storage and packaging: Trung Nguyên Coffee places special emphasis on post-processing coffee
storage to maintain the freshness and quality of the product. They employ preservation methods
such as vacuum sealing or use packaging with insulation and light-blocking properties to protect
the coffee from light, temperature, and moisture. This helps to preserve the flavor and quality of
the coffee over an extended period.

Quality assurance: Trung Nguyên Coffee adheres to strict quality control standards to ensure that
each product meets requirements for taste, aroma, and overall quality. They often conduct sample
testing processes to ensure that the products meet the highest quality standards.

3. Approaching
Product quality: Trung Nguyên Coffee sets high standards for the quality of their coffee
products. They seek and select high-quality coffee beans from reputable sources worldwide and
apply meticulous processing and grinding procedures. This allows Trung Nguyên to create coffee
products with unique and reliable flavors, attracting consumer interest.

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Research and development: Trung Nguyên invests in research and development activities to
create innovative coffee products that meet customer demands. They keep track of new trends in
the coffee industry and experiment with new coffee roasting methods and formulas to bring fresh
and unique experiences to consumers.

Brand building: Trung Nguyên Coffee has built a strong and reputable brand in the coffee
industry. They focus on building long-term and reliable relationships with customers through
quality products and good service. The Trung Nguyên brand has become an icon of diversity and
quality in the coffee industry.

Distribution network expansion: Trung Nguyên Coffee has established an extensive distribution
network, including direct stores and coffee shops, as well as collaborations with distribution
partners. This helps them reach a wider customer base and provides convenience for consumers
when purchasing Trung Nguyên products.

Advertising and communication campaigns: Trung Nguyên Coffee uses advertising and
communication campaigns to enhance brand recognition and generate interest from potential
customers. They utilize both traditional and digital media channels to promote their products and
information about their brand.

For example:
- Trung Nguyên coffee's advertising campaign "Celebrate Tet Differently - Tet Special"

Customer Experience Focus: Trung Nguyên is dedicated to creating unique customer experiences
to foster better connections and interactions with their customers. This may include offering free
tastings, hosting events with coffee experts, or providing special promotions for customers.
Trung Nguyên places the customer at the center and strives to provide them with the best
possible experience.

4. Handling Objections
Listening and understanding objections: Trung Nguyên first listens to customers and seeks to
understand the reasons and basis for their objections. By actively listening and comprehending,
Trung Nguyên can provide appropriate explanations or address the issue effectively.

Providing detailed information: Trung Nguyên provides detailed and accurate information
regarding their products, production processes, origins, and coffee quality. By offering reliable
information, Trung Nguyên can alleviate concerns and ensure customer trust.

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Creating value and benefits: Trung Nguyên explains the value and benefits that their products
bring to customers. They may focus on factors such as unique flavors, high quality, sustainable
sourcing, and optimal brewing methods to persuade customers of the product's worth.

Presenting evidence and proof: Trung Nguyên can provide evidence, certificates, or independent
reports to demonstrate the quality and credibility of their products and company. This may
include quality certifications, awards, or evaluations from reputable organizations.

Addressing issues at the root: Trung Nguyên seeks to address issues or objections from
customers at their core. They demonstrate dedication and commitment to promptly and
effectively resolve any problems. This may involve product replacements, refunds, or providing
customer support services to ensure satisfaction.

Building relationships: Trung Nguyên establishes sustainable and respectful relationships with
customers. They create opportunities for discussion and exchange with customers, listen to
feedback, and are willing to improve based on customer input.

5. Closing & Follow

Providing encouragement: Trung Nguyên provides encouragement and motivation for customers
to complete transactions. They may use special promotions, discounts, or gifts to create
additional value and incentivize customers to agree to purchase the product or use the service.

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Consulting and assistance: Trung Nguyên offers guidance and support to customers throughout
the decision-making process. They answer questions, provide detailed information about the
product or service, and help customers understand the benefits they can receive.

Building trust: Trung Nguyên builds customer trust and confidence by delivering good product
quality, professional and reliable service. They may share the company's reputation and success,
including certifications, awards, or positive reviews from other customers.

Creating a sense of connection: Trung Nguyên fosters a sense of connection with customers by
creating a positive experience and a special feeling when buying the product or using the service.
They may create a comfortable and friendly environment, offer small gifts, or provide after-sales
services to care for and satisfy customers.

Addressing barriers: Trung Nguyên identifies and addresses obstacles that may hinder customers
from completing transactions. This may involve resolving concerns, proposing solutions, or
negotiating to ensure customer agreement.

CHAPTER 4: SALE TARGET

The objectives of Trung Nguyên Coffee

Since 2022, Mr. Dang Le Nguyen Vu, the Chairman of Trung Nguyên Coffee Group, has set
ambitious goals to become the "leading coffee producer in the world." He has also shared that the
demand for coffee, both domestically and for exports, is rapidly increasing. Among them, the
United States, China, South Korea, and Germany have been identified as important export
markets for this brand.

1. The target customers of Trung Nguyên Coffee

To compete with strong competitors in the market such as Starbucks and Highlands Coffee,
Trung Nguyên Legend has targeted a premium segment of customers, particularly young and
modern individuals.

Trung Nguyên Legend focuses on a specific target customer image, which includes individuals
ranging from 25 to 45 years old, including business professionals, office workers, middle to
upper-level managers, and business owners. The brand also recognizes that this is a prime age
group with stable incomes and high spending capacity.

2. Segmentation
The target market of Trung Nguyên Coffee is defined through several segmenting criteria that the
brand has identified:

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 - Demographics: The majority of Trung Nguyên Coffee's customers fall within the age
range of 25 to 45, including both young professionals working in offices and middle-aged
individuals.
- Occupation: The primary customers consist of office employees, white-collar workers,
businesspeople, and middle to upper-level managers.
- Income Level: The target customers have a moderate to high income level, and they
regularly consume coffee, particularly from well-known brands.
- Psychographics: The coffee consumption habits of Vietnamese individuals have distinct
characteristics compared to the Western approach. The majority of Vietnamese people
prefer the mild acidity of Robusta coffee, while individuals from Africa and Europe tend
to favor the flavor of Arabica coffee.
- Habits: People in Ho Chi Minh City (Saigon) tend to prefer traditional Vietnamese drip
coffee (phin), while those in Hanoi prefer instant coffee.

3. Targeting
Based on clear market segment identification, Trung Nguyên has focused on serving the age
group from young to middle-aged individuals, specifically those aged 25 to 45. This age group
has a need for socializing, enjoying conversations, and working with partners.

From its early days, Trung Nguyên gained recognition as a franchise coffee chain. Compared to
other brands, the price of Trung Nguyên coffee in Vietnam ranges from 20,000 to 40,000
Vietnamese Dong, while Starbucks and Highlands Coffee have prices ranging from 40,000 to
65,000 Vietnamese Dong.

→ Thanks to its ability to select target markets and implement a reasonable business strategy,
Trung Nguyên has transformed Western-style luxury coffee into an affordable, accessible, and
widely recognized daily choice.

CHAPTER 5: SALES BUDGET

Trung Nguyên Legend, a renowned coffee company, allocates its budget to various essential
areas to support operations and drive growth. The company strategically allocates resources to
focus on the following key purposes:
- Research and Product Development: Trung Nguyên Legend invests a significant portion
of its budget in ongoing research and development activities. This includes exploring
innovative methods, improving existing products, and creating new products that cater to
the evolving preferences of consumers and market trends. By dedicating resources to
product innovation, Trung Nguyên Legend aims to maintain a competitive advantage and
provide customers with a high-quality coffee experience.

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 - Advertising and Marketing: Recognizing the importance of effective brand promotion,
Trung Nguyên Legend allocates a considerable portion of its budget to advertising and
marketing initiatives. These efforts involve multi-channel campaigns across various
media platforms, such as television, magazines, and social media. By strategically
targeting the intended audience, Trung Nguyên Legend aims to enhance brand awareness,
expand market reach, and stimulate customer engagement.
- Training and Employee Development: Trung Nguyên Legend places special emphasis on
continuous growth and development of its workforce. A portion of the budget is allocated
to comprehensive training programs for employees, particularly in areas such as sales
techniques, coffee processing methods, and excellent customer service. By investing in
the professional development of its staff, Trung Nguyên Legend aims to nurture a highly
skilled and knowledgeable team capable of delivering exceptional experiences to
customers and maintaining the company's excellent reputation.
- Infrastructure Investment: To ensure operational efficiency and maintain product quality,
Trung Nguyên Legend sets aside a portion of its budget for infrastructure investment.
This includes acquiring modern machinery, upgrading equipment, and improving
facilities. By leveraging modern technology and optimizing production processes, Trung
Nguyên Legend aims to increase productivity, streamline operations, and uphold the
highest standards in coffee production.
- Financial Management: Trung Nguyên Legend recognizes the importance of sound
financial management to sustain business growth. A portion of the budget is allocated to
financial planning, accounting, and control systems. By effectively managing its financial
resources, Trung Nguyên Legend ensures stable, efficient, and sustainable operations in
the long term.

→ By carefully allocating budgets to these key areas, Trung Nguyên Legend strives to maintain
its position as a leading coffee company, offering unique products and services while meeting the
ever-changing demands of customers in the coffee industry.

CHAPTER 6: SALES STAFF RECRUITMENT

GIVE CREATIVITY – RECEIVE SUCCESS

RECRUITMENT DIRECTOR GIVE SERVICE – RECEIVE HAPPINESS

GIVE LOVE – RECEIVE LOVE

Believing that dedication will bring results that exceed expectations, Trung Nguyên Legend Café
is committed to delivering the best outcomes. For over 20 years, with unwavering devotion, it

21
has brought Vietnamese coffee to consumers both domestically and internationally. With a
foundation built on the essence of knowledge and fueled by the energy of a cup of coffee, Trung
Nguyên Legend Café is a place where individuals can find balance and harmony in every action,
leading them to true happiness and success. With its rustic, refined, and distinctive ambiance,
Trung Nguyên Legend Café offers a space for people to discover their true selves.

1. The criteria for recruiting sales staff

- Sales Skills: Candidates should have good communication skills and the ability to
persuade customers. This includes the ability to listen, understand customer needs, and
propose suitable products.
- Product Knowledge: Sales staff need to have knowledge about Trung Nguyên Legend's
products in order to provide professional advice and address customer inquiries.
- Time Management Skills: Sales staff should have effective time management skills to
serve multiple customers within a short period and achieve sales targets.
- Independent Work Spirit: Trung Nguyên Legend values employees who can work
independently, confidently, and flexibly handle issues.
- Language Proficiency: The ability to use English or another foreign language is an
advantage, especially when working in an international environment or communicating
with foreign customers.
- Experience: Some positions require experience in sales or customer service. However,
there are also suitable positions for newcomers to the field.

→ Trung Nguyên Legend offers employment opportunities in various locations, including offices
and stores nationwide. The company may post recruitment information on its website, social
media platforms, or other channels of communication. Typical recruitment information includes
job positions, job requirements, work locations, benefits, and application procedures.

CHAPTER 7: SALES STAFF TRAINING

Trung Nguyên Corporation currently employs approximately 2,000 staff across 3 offices, 2
factories, and 5 branches nationwide, along with its joint venture company VGG operating in
Singapore. Additionally, they indirectly create employment opportunities for over 15,000
workers through a franchise system of 1,000 coffee shops nationwide.
The management team of Trung Nguyên Corporation mainly consists of young, well-trained
individuals, along with experienced advisors who have worked in foreign corporations. With a
strategy to become an economic conglomerate comprising 10 subsidiary companies operating in
various fields such as cultivation, processing, export, aquaculture, media, real estate, etc., Trung
Nguyên Corporation always seeks to recruit young, dynamic, passionate, and creative labor
force, ready to build Trung Nguyên into a powerful economic conglomerate in Vietnam. The

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employees of Trung Nguyên Corporation are always provided with the best working conditions
to learn, develop their abilities, and contribute.

1. The training process for sales staff is described as follows

Product training: To become professional and effective sales personnel in advising customers, it
is necessary to receive training on Trung Nguyên Legend products. This includes a thorough
understanding of the ingredient list, coffee flavors, the strengths and weaknesses of the products,
and franchise practices.

Sales skills training: To be successful in selling Trung Nguyên Legend products, sales staff need
to be equipped with fundamental sales skills. This includes the ability to identify potential
customers, build relationships with customers, clearly introduce products, and effectively explain
product features.

Communication skills training: Communication skills are crucial in sales work. Sales staff need
to have the ability to interact and work well with customers. This includes skills such as
listening, persuading, and negotiating.

Problem-solving skills training: During the sales process, various issues may arise that require
quick and professional resolution. Sales staff need to be trained to effectively address these
issues.

Building professional ethics: Professional ethics is an important factor in the business field. To
ensure professionalism and ethical work practices, sales staff need to have a sense of professional
ethics. The training program should include teaching about professional ethics, helping
employees understand the principles of ethical work and maintaining professionalism in all
situations. As Mr. Dang Le Nguyen Vu once said, "Your trust and confidence in others are the
most valuable assets."

CHAPTER 8: SALES STAFF MOTIVATION

Trung Nguyên Legend creates a creative and meaningful working environment. With the core
values and commitments of Trung Nguyên E-Coffee, the company ensures competitive salaries
and appropriate benefits. Employees of Trung Nguyên Legend enjoy high income, job security,
and opportunities for career advancement within the company.

1. Compensation for employees

- For part-time employees:
+ Morning shift: 6:30 AM - 2:30 PM.

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 + Afternoon shift: 2:00 PM - 10:00 PM.
+ Working hours: 8:00 AM - 4:00 PM.
+ Shift work and hourly work registration for part-time employees.
+ 1-2 days off per week.

2. Policy
- Hourly wage starting from 23,000 VND.
- Working on holidays and New Year's Eve will receive a wage coefficient of 3.
- Other allowances depend on the nature of the job (fuel allowance, phone allowance, etc.).

3. Employee healthcare benefits

- Trung Nguyên E-Coffee organizes regular health check-ups for employees.
- 24/7 accident insurance for employees.
- Comprehensive health insurance (Social insurance, medical insurance, unemployment
insurance): Employees are entitled to insurance benefits provided by the company.

4. Employee training and development

- Enhancing the value of employees in the workplace and determining clear career paths
for employees to contribute to the company's success, every employee has equal
opportunities for fair training and development.

5. Treatment of Trung Nguyên employees

- According to a study by Nielsen, a leading market research company, in 2014, Trung
Nguyên Group was honored as one of the best workplaces in Vietnam. The group has
established training and development programs such as "Journey to Fulfill Vietnamese
Dreams," in which 100 million books have been donated to change the lives of 23 million
young people in Vietnam.

In addition, Trung Nguyên provides other benefits such as free preschool education for
employees' children. They also offer premium health insurance and free training to enhance
employees' skills, including foreign languages and professional skills.

CHAPTER 9: SALES STAFF EVALUATION

1. The evaluation criteria for sales staff at Trung Nguyên Legend are as follows
Trung Nguyên E-Coffee maintains the practice of evaluating employees based on the criteria of
task completion, service quality, and expertise. The evaluation results serve as the basis for
determining annual salary reviews, promotions, and year-end bonuses. Here is some general
information about how sales performance is assessed for Trung Nguyên Legend employees:

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 - Evaluation based on task completion: Sales staff will be assigned specific tasks such as
product introduction, customer consultation and service, cashiering, and store cleanliness,
and will be evaluated based on their level of task completion.
- Evaluation based on service quality: Trung Nguyên Legend places a strong emphasis on
service quality and customer experience. Therefore, sales staff will be evaluated based on
their ability to provide advice, answer customer questions, and deliver prompt and
attentive service.
- Evaluation based on expertise: If sales staff have additional expertise, such as in-depth
knowledge of coffee and professional coffee brewing skills, they will receive a higher
rating.

The evaluation results will serve as the basis for considering annual salary increases, promotions,
and year-end bonuses for Trung Nguyên Legend employees.

CHAPTER 10: CONCLUSION

Sales staff at Trung Nguyên Legend play a critical role in building and maintaining the
company's development.
- Sales and generating revenue: Sales staff are directly involved in interacting with
customers. They are responsible for selling Trung Nguyên Legend's products and
services. The contribution of sales staff in generating sales revenue is vital for the
company's growth and success.
- Building customer relationships: Sales staff play a key role in establishing and
maintaining good customer relationships. They represent the company and have the task
of building trust, addressing inquiries, and providing support to customers. A strong
customer relationship helps Trung Nguyên Legend retain and expand its market share.
- Brand representation: Sales staff are direct representatives of the Trung Nguyên Legend
brand. They need to have in-depth knowledge of the company's products and services
while conveying the brand's values and messages to customers. The professionalism and
effectiveness of sales staff contribute to creating a positive impression of the brand and
building credibility for Trung Nguyên Legend.
- Customer feedback: Sales staff serve as an important source of customer feedback. They
can identify customer needs and opinions, which contributes to improving the company's
products, services, and business processes. Genuine and professional feedback from sales
staff helps Trung Nguyên Legend capture market trends and better meet customer needs.
- Building a sales network: Sales staff play a crucial role in establishing and expanding
Trung Nguyên Legend's sales network. They seek and develop partnerships, distributors,
and agents to expand the market presence of the company. The discipline and
communication skills of sales staff determine the success of expanding the sales network.

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