TIỂU LUẬN VỀ HIGHLANDS COFFEE

TRƯỜNG ĐẠI HỌC KINH TẾ - ĐẠI HỌC ĐÀ NẴNG KHOA QUẢN TRỊ KINH DOANH TIỂU LUẬN VỀ HIGHLANDS COFFEE Nhóm 2: Nguyễn Bích Hồng Chu Thị Thu Hương Lê Hà Nhật Quỳnh Võ Thị Vân Trinh Nguyễn Thanh Nhật Linh Đà Nẵng, ngày 09 tháng 01 năm 2022 TABLE OF CONTENTS TABLE OF CONTENTS i TABLE LISTS .iii CATALOG OF IMAGINES iv INTRODUCTION PART THE HISTORY OF ORIGIN AND DEVELOPMENT OF HIGHLANDS COFFEE About Company 1.1 The Beginning of coffee brand - Highlands Coffee 1.2 The progress of form and development of Highlands Coffee 1.3 The vision and mission of Highlands Coffee 1.3.1 Mission: 1.3.2 Vision: 1.3.3 Organizational Structure is functional Structure .6 PART THE ANALYSIS OF THE EXTERNAL ENVIRONMENT AND ORGANIZATIONAL CULTURE The External Environment 2.1 Macroeconomic Environment 2.1.1 Political: 2.1.2 Economic 2.1.3 Socio-cultural: 10 2.1.4 Technological 11 2.1.5 Environmental: 13 2.1.6 Legal: 13 2.2 International Environment: 14 i 2.3 Microeconomic Environment 15 2.3.1 Customers .15 2.3.2 Suppliers 16 2.3.3 Competitors .18 2.3.4 Labor Market 29 REFERENCES 32 ii TABLE LISTS Table 2.3-1 Direct competitors .20 iii CATALOG OF IMAGINES Figure 1.1.1 Logo Highlands Coffee Figure 1.1.2 Slogan Highlands Coffee Figure 1.3.1 Organizational structure .6 Figure 2.1.1 Vietnam's Industrial Production Index Growth from Dec 2020 to Nov 2021 Figure 2.1.2 The graph of GDP in Vietnam (1985-2020) .8 Figure 2.1.3 View Vietnam's Visitor Arrivals from Jan 2001 to Nov 2021 Figure 2.1.4 The line graph of CPI in Viet Nam (2017-2020) Figure 2.1.5 Simplified model of the population pyramid of Viet Nam (2017) 10 Figure 2.1.6 Frequency by sex and age 11 Figure 2.1.7 Rankings for Viet Nam (2019–2021) .12 Figure 2.1.8 Highlands Coffee’s self-service vibrator 12 Figure 2.1.9.Coffee growing area in Vietnam .13 Figure 2.1.10 Typical image for the site with a beautiful location of Highlands Coffee 13 Figure 2.2.1 Uus-china trade war 15 Figure 2.3.1 Customers 15 Figure 2.3.2 Coffee bean 16 Figure 2.3.3 Viet Thai International Logo 17 Figure 2.3.4 Overall Buzz Volume about coffee shop chains in VietNam in 2020 19 Figure 2.3.5 Leading coffee-shop chains in Vietnam in 2019, by revenue 19 Figure 2.3.6 F&B 26 Figure 2.3.7 Nestle's Nescafe .27 Figure 2.3.8 Vinacafe 27 iv Figure 2.3.9 Maccoffee 28 Figure 2.3.10 Lemon tea .28 Figure 2.3.11 Highland Coffee Staff 31 v INTRODUCTION It has been more than a century since coffee trees were first planted in some northern provinces, but coffee has probably never been as popular and popular as it is now And ever since, coffee culture and accompanying products and services have formed in the lifestyle of Vietnamese people Cafe came naturally to Vietnamese people It comes every morning to bring the spirit to work for a long busy day, and it also comes with the bitter taste of coffee and the sweetness that melts on the palate for those who know how to take the time to sip and enjoy it It brings silence between the chaos and worries and it also brings memorable moments with so many joys and sorrows… Perhaps that's why coffee has long become an indispensable drink for a large number of Vietnamese people, especially office workers Besides, fast food and other drinks are also growing rapidly because they very well meet the needs of eating, entertainment, or simply a place for dating Unlike other coffee companies, Highlands coffee chooses its direction, because the customers it targets are those with high and moderate incomes, and the business goal of Highlands coffee is to lead the way, leading the luxury retail industry in Vietnam Therefore, not only doing business in the field of coffee, but Highlands Coffee also expands its business activities into the range of accompanying products and services to meet the increasing needs of diners Highlands Coffee wishes to satisfy customers’ maximum needs, and its success is confirmed by customer satisfaction To apply the acquired knowledge to analyze real-world situations (organization and organizational environment), to develop some basic skills of a manager, including searching, organizing and information analysis, decision making, teamwork, and communication Our group has decided to research and analyze the Highlands company Due to the limited knowledge as well as the ability to grasp the actual situation, the essay must have many shortcomings Our team is looking forward to receiving your contribution to this research topic to be further introduced THE SUGGESTION OF RESEARCH PART THE HISTORY OF ORIGIN AND DEVELOPMENT OF HIGHLANDS COFFEE About Company Company’s name: Highlands Coffee - Công Ty TNHH Việt Thái Quốc Tế Founded year: Since 1999 The company's headquarters: 240-242 Phạm Văn Đồng, P Hiệp Bình Chánh, Q Thủ Đức, Tp Hồ Chí Minh (TPHCM) Website: https://www.highlandscoffee.com.vn/ Areas and scope of activities:  Business: Coffee - Production and Wholesale  Products and services:  Coffee beans of all kinds Instant coffee Premium coffee beans Highlands coffee Roasted coffee beans 1.1 The Beginning of coffee brand - Highlands Coffee  In 1995, a young Vietnamese-American entrepreneur - David Thai, had returned to Vietnam, inspired and prompted by his love for his homeland Because his parents are Vietnamese, he has heard many magnificent stories about his country’s traditional values since he was young Despite receiving Western education, Vietnamese-dragon blood still runs inside him and lets him back to find out the culture of his mother-homeland From the love of Vietnam and the passion for coffee, in 1999, the brand named Highlands Coffee was born with the passion of raising the café heritage of Vietnam and spreading the spirit of Viet pride, connecting harmoniously between tradition and modernity The slogan of Highlands: TỰ HÀO SINH RA TỪ ĐẤT VIỆT 1999 HIGHLANDS COFFEE: PROUDLY BORN FROM THE VIET’S LAND SINCE 1999 Figure 1.1.1 Logo Highlands Coffee Figure 1.1.2 Slogan Highlands Coffee 1.2 The progress of form and development of Highlands Coffee  Back in 1995, this young Vietnamese American - David Crown returned to Vietnam, started the journey of coffee with 700 USD Overcoming the difficulties of beginning a new career, until 2000, Highlands Coffee brand appeared on the Vietnam market when launching the product line packaged ground coffee By 2002, the first Highlands Coffee shop was born in the city, a week later, a Highlands Coffee shop also was born in Hanoi, marking the landing of a modern coffee system across urban Vietnam's major Since then, Highlands Coffee is constantly evolving and growing, the is completely different when it comes to modern and classic, vintage trends The colors of the shop are light and cool, the tables and chairs all set up a separate space for guests [25] Customers Because they Customers that The customers that realize that Starbucks targets are Trung Nguyen is customers who mainly relatively aiming for are drink coffee now no wealthy people with everyone, mainly longer only drink stable incomes focusing on the coffee, but they However, with the popular market And often meet friends understanding of since then, Trung and chat But other customers, Starbucks is Nguyen's products are coffee chains often considered as a "third very diverse and rich, have very high place" after home and meeting all the needs prices, so it is the company, bringing of customers from difficult to attract relaxation and popular to high-end users Therefore, closeness to customers the customers that after tiring working The Coffee House hours “The third targets are usually familiar place” is what students, middle- people think of when class people While they think of the customers that Starbucks The shop is Highlands Coffee is always located in the 22 targeting are "front" position, so it is middle-income not surprising that the class or above, have shop is always stable jobs and not crowded only that, the habit of drinking coffee also helps them improve their position Menu and taste The Coffee House Starbucks always In addition to cups of brews a wide range offers customers a coffee prepared from of coffees and teas variety of food and Trung Nguyen coffee and also produces drinks such as ground producers themselves, packaged coffee to coffee, cakes, cookies, they also have create its brand As teas, and seasonal packaged products, for Highlands products Always among them can be Coffee, they not innovative but always mentioned as G7 only serve drinks consistent with its own Instant Coffee, Filter and coffee, but also rules.  Coffee, S Coffee, trade in fast food; Legend Coffee… In At first, they sold addition, the brand more European also launched Weasel food, but now they Coffee, an expensive gradually replace and rare coffee in the the food with bread world, dedicated to - a food that is too the true connoisseurs familiar to of coffee, the leaders Vietnamese This is also a product people.  chosen by the Ministry of Foreign 23 Affairs as a gift for heads of state and selected as cultural diplomatic ambassadors [28] The Coffee Price One weakness For the domestic House will have that can be said of market, Trung many advantages Starbucks is that the Nguyen values very over Highlands drinks are quite diverse products Coffee in terms of expensive Although suitable for many price Perhaps considered a "luxury" people who enjoy because the drink, with the coffee Trung customers they mushrooming growth Nguyen's prices are target are middle- of coffee chains like often lower than class people, the today, price is a competitors to create store's products problem that makes it competitiveness usually range from difficult for Starbucks 30,000-60,000 to attract many VND, while consumers Highlands Coffee ranges from 45,000-90,000 VND Employee's With the motto The service attitude of attitude "Customer-centric”, the staff shows that chains, an equally The Coffee House they are much more important factor in staff serve with all well-trained than the attracting customers is sincerity and "hands-on" staff at the service attitude of 24 Like other coffee shop respect for traditional coffee the staff Because he customers And shops Starbucks is the person who Highlands Coffee employees know a lot directly connects with staff too, are always about coffee, know each customer when appreciated for many recipes and most he comes to the store, their friendly importantly, every time Trung Nguyen attitude and always they give a cup of Legend always asks bring customers to coffee, they always for candidates in this the best state look straight ahead and position to have an smile very brightly open and gentle attitude, especially to listen , patient →  Overall, Highlands Coffee is still the leading brand in The Coffee House, Starbucks and Trung Nguyen However, firmly grasping the deposition of its king, Highlands Coffee still needs to be careful with this opponent, needing to have the right directions and strategies  Indirect competitors: Currently, on the F&B market, there are many products for customers to choose from Not only facing competitors in the industry but also competitors outside the industry Businesses have chosen for themselves the progressive solution of enriching the menu but still keeping the original values Figure 2.3.20 F&B With options such as lemon tea, milk tea, freeze, etc., businesses have upgraded their menus to suit the needs of consumers and today's young customers 25 Nestle's Nescafe: Is the leading instant coffee brand in the world with a history of more than 80 years and has also entered the Vietnamese market for nearly 30 years In Vietnam, this brand is becoming more and more familiar to most people and is one of the brands with a high market share in the Vietnamese instant coffee market because of its efforts Figure 2.3.21 Nestle's Nescafe to bring Vietnamese people a cup of delicious coffee to enjoy every day Since entering the Vietnamese market, Nescafe has clearly demonstrated creative breakthroughs and constantly improved products according to the motto that quality is a prerequisite for success Especially the product that has been launched in the market in recent years is Nescafe can, which is very convenient and extremely suitable for today's busy life Vinacafe of Bien Hoa Coffee Joint Stock Company: Started production in 1979 and is currently also one of the coffee companies with a high market share in Vietnam, behind Nescafe of Nestle with its rich experience Instant coffee products have been familiar Figure 2.3.22 Vinacafe to Vietnamese consumers for many years along with strong coffee flavor Therefore, despite having to compete with many big rivals like Nescafe or Trung Nguyen, Vinacafe still maintains its dominant position in the Vietnamese market With the instant coffee factory with a capacity of 3000 tons/year, Vinacafe has become the largest enterprise in terms of production capacity and leading in instant coffee production technology In addition, the business also expands the scope of activities, bringing the brand to the world, which is also a good signal for the development of Vinacafe in the future 26 Food Empire Holdings' Maccoffee: The first 3-in-1 coffee brand to appear in Vietnam The early 1990s witnessed revolutionary changes in Vietnam To keep up with the pace of the times, Food Empire Holdings has launched MacCoffee - an innovative product that has contributed to changing consumers' coffee drinking habits As the first 3-in-1 coffee brand to appear in Vietnam, with a Figure 2.3.23 Maccoffee unique recipe combining premium coffee beans, cream and sugar, MacCoffee brings convenience to coffee lovers There are also cups of lemon tea, peach tea at sidewalk shops, but it is very attractive to young people, especially students because it is close and the price is also very cheap Figure 2.3.24 Lemon tea  Highland's competitors in the coffee market are quite large and have had certain achievements, which proves that the brand needs to promote more of its existing advantages However, Highland Coffee's products still not have a specific image in the minds of customers, and the solidity cannot be confirmed So there needs to be a lot of management and the right direction to keep the image and user habits 27 1.3.4 Labor Market Highlands Coffee has been creating a meaningful, creative and dynamic working environment All employees have the opportunity to express themselves, live in an environment of solidarity and teamwork With the core values that Highlands Coffee has been building and pursuing, the right desires and competitive salary policies and appropriate benefits, Highlands Coffee has brought the employees working at the company the highest level of service stable income, enjoy many remuneration regimes and have opportunities for promotion, helping employees feel secure to work and stick with them for a long time Salary - bonus for employees Competitive income commensurate with working ability: At Highlands Coffee, each individual's contribution is recognized and adequately compensated for the employee's labor values Evaluation results are the basis for decisions to consider annual salary, promotion and year-end bonuses Bonuses according to the Company's business results, unexpected bonuses for individuals and groups with excellent achievements, monthly revenue bonuses All kinds of allowances according to requirements and nature of work (fuel allowance, phone allowance ) Employee health care regime Organize annual health check-ups for employees Using health care and accident insurance packages for employees in addition to the insurance program as prescribed by law to provide better healthcare for Highlands Coffee's employees Employee training and development mode In order to enhance the value of employees in the workplace and at the same time provide a clear career orientation for employees to contribute to the success of the company, every employee who comes to work has the opportunity to be trained and equally developed 28 For new employees: before coming to work, the employees will be given by the company: Integration training (including information about the company, organizational regulations, activities of the Company, employees' regimes ) Professional training in the field of recruitment Training orientation to develop career path Experiential training For employees who have been signed an official labor contract by the Company: Every year, the Company will provide professional training to improve the qualifications of its staff by organizing a training course at the Company or registering employees to attend short-term/long-term training courses at organizations outside the office In case of necessity, the Company will organize training courses in addition to the annual professional training plan for employees Career advancement opportunities: At Highlands Coffee, the succession training program is held monthly to develop qualified personnel for key leadership positions in the company This program will provide many opportunities for employees to be trained, challenged, develop their careers and contribute to the company to ensure its sustainable development plan Highlands Coffee is committed to providing employees with a FRIENDLY, FUN, MEANING, STABLE working environment and fair opportunities for advancement [29] 29 Figure 2.3.25 Highland Coffee Staff 30 REFERENCES [ [Online] Available: https://bsin.vn/en/event/942-highlands-coffee-milestone-1001 coffee-shops-in-vietnam.html ] [ [Online] Available: https://thanhnien.vn/su-menh-xay-dung-niem-tu-hao-cua2 thuong-hieu-viet-xua-va-nay-post804714.html ] [ [Online] Available: https://www.slideshare.net/trongthuy2/tai-free-chuyen-de3 hoan-thien-chien-luoc-phat-trien-san-pham-diem-8? ] fbclid=IwAR1qRsST4wLc7bfLlozpWh1567P3WT3mlWXS6vzS_GH0dZTQlQodfkQ8nI [ [Online] Available: https://dangcongsan.vn/tieu-diem/su-on-dinh-nang-dong-cua4 kinh-te-viet-nam-mo-ra-nhieu-co-hoi-cho-cac-nha-dau-tu-tren-toan-the-gioi] 595506.html [ 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Linh 20% Võ Thị Vân Trinh 20% Lê Hạ Nhật Quỳnh 20% 36