Trung Nguyen Coffee - Innovation
MODULE ASSIGNMENT COVERSHEET: Business Enterprise and InnovationInnovation Report (Group Project)
MODULE CODE
MBA 411
Student names
Student Numbers
Mr. Bùi Công Trường Mr. Nguyễn Trần Khoa Mr. Nguyễn Xuân Khang Ms. Vũ Thu Huyền Mr. Bùi Hoàng Phước
S 1211959 S 1212356 S 1213548 S 1213544 S 1213786
Module Tutor: Module Title:
Ronald Ainsbury BUSINESS ENTERPRISE & INNOVATION
Submission Date: December 17 , 2012 Word Count: 3,050 words (excluding references)
1
INNOVATION REPORT: TRUNG NGUYEN COFFEE
CONTENTS
I- INTRODUCTON II- INNOVATION SUCCESS OF TRUNG NGUYEN 1- The story of a family business 2- Innovation success III- ASSESSMENT OF INNOVATION MANAGEMENT
3 3 3 5 7
1- SPOTS Analysis 2- Porter’s Five Forces Analysis 3- Some possible solutions
7 9 15
IV- CONCLUSIONS V- REFERENCES
17 18
2
I- INTRODUCTION Any organization, although business, social or political, cannot sustain and grow without product, service or process innovation. It is the core value that any organization should not ignore. The assessment of innovation of an organization may reveal the capacity of its survival and growth. The innovation, however, is not only some individual events but also an endless process, from incubating intention, generating ideas , selecting the good ones, implementing them, creating and capturing core value and finally managing them. The process is also from the incremental innovation to the radical innovation (Joe Tidd & John Bessant, 2011). The most important thing is the way to manage the innovation process of an enterprise in order to keep up with any change of the market. Trung Nguyen Group is a best known Vietnamese coffee brand name where the CEO and President has been called “Coffee King” starting up coffee processing business from empty hands. With the above reasons, Trung Nguyên Group has been chosen as a sample enterprise to be assessed through its innovation from start-up stages to perspectives.
II-
MODULE CODE
MBA 411
Student names
Student Numbers
Mr. Bùi Công Trường Mr. Nguyễn Trần Khoa Mr. Nguyễn Xuân Khang Ms. Vũ Thu Huyền Mr. Bùi Hoàng Phước
S 1211959 S 1212356 S 1213548 S 1213544 S 1213786
Module Tutor: Module Title:
Ronald Ainsbury BUSINESS ENTERPRISE & INNOVATION
Submission Date: December 17 , 2012 Word Count: 3,050 words (excluding references)
1
INNOVATION REPORT: TRUNG NGUYEN COFFEE
CONTENTS
I- INTRODUCTON II- INNOVATION SUCCESS OF TRUNG NGUYEN 1- The story of a family business 2- Innovation success III- ASSESSMENT OF INNOVATION MANAGEMENT
3 3 3 5 7
1- SPOTS Analysis 2- Porter’s Five Forces Analysis 3- Some possible solutions
7 9 15
IV- CONCLUSIONS V- REFERENCES
17 18
2
I- INTRODUCTION Any organization, although business, social or political, cannot sustain and grow without product, service or process innovation. It is the core value that any organization should not ignore. The assessment of innovation of an organization may reveal the capacity of its survival and growth. The innovation, however, is not only some individual events but also an endless process, from incubating intention, generating ideas , selecting the good ones, implementing them, creating and capturing core value and finally managing them. The process is also from the incremental innovation to the radical innovation (Joe Tidd & John Bessant, 2011). The most important thing is the way to manage the innovation process of an enterprise in order to keep up with any change of the market. Trung Nguyen Group is a best known Vietnamese coffee brand name where the CEO and President has been called “Coffee King” starting up coffee processing business from empty hands. With the above reasons, Trung Nguyên Group has been chosen as a sample enterprise to be assessed through its innovation from start-up stages to perspectives.
II-
References: Cường Cao (2012, May 21). Thương hiệu Trung Nguyên và bài học ‘Toàn cầu hóa’. Retrieved from http://vtc.vn/557-333827/khoa-hoc-cong-nghe/thuong-hieu-trung- nguyen-va-bai-hoc-toan-cau-hoa.htm Dang Le Nguyen Vu (2004, Oct 17) ĐTKC (2012, December 11). Cuộc chiến cà phê hòa tan. Retrieved from http://vietnamnet.vn/vn/kinh-te/100512/cuoc-chien-ca-phe-hoa-tan.html Edecio Martinez (2012, December 10) 18 Google (2012) Ho Nga. (2012, Mar 28). Thương Hiệu: Trung Nguyên phát triển chuỗi nhà máy chế biến cà phê hiện đại phục vụ xuất khẩu. Retreived from http://tapchicongnghiep.vn/News/channel/1/News/156/18224/Chitiet.html Hoàng bảy (2011, January 28) 19 Làng cà phê (2009, November 24)