Can Public Relations principles help Vietnamese coffee producers grow market share? A case study of Trung Nguyen coffee

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

Declaration

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Abstract

This study tries to explore the concept of Public Relations (PR) marketing in a holistic concept. The main focus of the research is on PR Marketing and its importance in the Vietnamese coffee industry. The aim of this research is to analyse and evaluate the contributions of PR activities towards the coffee industry in Vietnam. The research also analyses the various theories of public relations marketing and tries to gauge its effect on the TrungNguyên coffee in Vietnam. Chapter 2 of the report discusses the literature review related to public relations marketing and coffee industry. It also highlights the online relationship of PR to the management and stakeholders in an organization.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background1

Introduction of Trung Nguyen Coffee2

Problem Statement4

Aims and Objectives4

Research Question5

Significance of Problem5

Layout of the Report6

Limitation of the study7

CHAPTER 2: LITERATURE REVIEW8

Public Relations8

The Publics of PR9

The Relationship between PR and Marketing11

Defining Organisation-Stakeholder Relationships11

Marketing perspectives of public relations12

Relationships in the Strategic Management Paradigm13

Measuring Relationship Quality and Impact14

Differences between PR and Marketing14

PR Techniques15

Public Relation Theories17

Situational theory17

Vietnamese Coffee Industry21

PR in Vietnam24

The foundation of PR24

Reality PR industry24

REFERENCES26

CHAPTER 1: INTRODUCTION

This study undertakes to discuss the much researched concept of the public relation adopted by various organizations. Literature has been searched in order to study the theories of public relation and their implications in the Vietnamese coffee industry. The research methodology followed here adopts the primary method of research which includes obtaining data through questionnaires. A reasonable sample will be collected to fill the questionnaires and perform research in order to gather data to represent the entire population in the study.

Background

As Public Relations (PR) has developed rapidly and become a grown industry, it has also received significant concerns. The businesses apply various strategies in order to maintain a good public relation. The PR has emerged as an essential function for organizations of all sizes and in all sectors helping them to communicate with their stakeholders and to manage relationships and emerging issues on the public agenda. PR encompasses a range of professional roles such as corporate affairs, corporate communications, public affairs, communication management, reputation and issues management (Aldoory and Sha, 2007:339). It plays a major role to ensure that an organization is successful and able to retain and attract new clients.

Customer loyalty will be higher if the organization considers establishing PR plans and fulfilling their commitments. PR has recently been used as an important marketing communication tool by many businesses, including coffee firms in ...