recommendation Firstly, while standard and price competitiveness of product are initial conditions that competitors are still focusing on, Trung Nguyen should pay much attention in raising the Brand Value. Let Trung Nguyen be the pioneer who applied franchising to briskly diversify its presence all over Vietnam. Moreover, applying an up-to-date marketing strategy when prioritize “acquirement” more than just a 'product' is not also a deficient method. Not only the drinking experience but tries hard to accomplish and nourish what it calls 'cultural oriented experience'. Drinking a cup of coffee is not only stop by relishing its flavor but also expand by reminicent the Vietnamese coffee cultural and historical stories. Next, Trung Nguyen should be broaden to more than “only instant coffee”, such as: coffee machine, thermos cup or logo souvenirs. That result in, customers not only bear in mind the taste, fragrant of Trung Nguyen coffee, but also among them is memorable moments with Trung Nguyen Brand Name. Trung Nguyen already has the advantage of a distribution system in the Vietnamese market with thousands of retail points, store systems and other infrastructure platforms to create a solid advantage in e-commerce development. The promotion of business on international e-commerce sites offers the potential to promote Vietnamese brands on a global scale. These partners open up opportunities for Trung Nguyen Legend to access an abundant source of customers in different markets. The development of technology affects shopping habits and customer experience. In an open economy, cross-border e-commerce sites should be utilized to expand to international markets. Particularly, Trung Nguyen Legend should promotes coffee products to appear on the world's leading e-commerce sites such as Amazon, Alibaba, JD.com …. Compared to domestic market, the international market consumes more and more coffee. In addition, the international market brings potential resources, more quality and opportunities to develop brands and bring recommendation them potential profits. Therefore, Trung Nguyen should pay attention to those international markets, especially the US, China and Singapore + In the US market, due to its position and influence, once Trung Nguyen penetrates and succeeds here, it will be the strongest evidence to help them easily integrate other doors over the world. + About China, Trung Nguyen has the advantage of proximity, cultural similarities, diverse markets, young population. Therefore, consumption power increase rapidly. + In Singapore market, which is the gateway of Asia to the world, has a solid foundation in finance, economy as well as developed technical infrastructure, creating opportunities for Trung Nguyen to reach out. REFERENCES https://trungnguyen.eu/ https://bnews.vn/hanh-trinh-dua-ca-phe-viet-ra-the-gioi-cua-tap-doan-trungnguyen-legend/183604.html https://vir.com.vn/trung-nguyen-legends-journey-to-bring-vietnamesecoffee-to-the-world-82013.html
