Chasing Starbucks Dreams: Trung Nguyen and its Global Expansion

Can a small coffee start-up from a developing country emulate the success of coffee giant Starbucks? This paper analyzes the success, and global expansion plans, of Trung Nguyen, an independent coffee company that has enjoyed fast growth and phenomenal success in its home country of Vietnam. First, the paper explores the evolution of Vietnam's coffee industry, which has grown from a tiny niche market that exported virtually no coffee as recently as 15 years ago, to the number-two exporter in the world, after Brazil. The paper then analyzes how Trung Nguyen emerged as a force in a market dominated by state-owned businesses. Finally, the paper considers the company's potential for success on the larger, global stage.