THÔNG TIN TÀI LIỆU
Microenvironment The company Trang Suppliers Ánh The most powerful person of the company is General Director, then Branch Director and other departments Branch Director is the person who will operate all business activities of the company Consuming control department will be in charge of consumption activities and broadcasting the products to customers Human Resources department is responsible for recruiting, training necessary for the staff Department of Purchasing will buy the essential ingredients and evaluate the suppliers, control the orders and expense Accounting Department takes responsibility for supervising financial activities and collecting liabilities Under Branch director are branch manager, bartender, waitress and cashier Born with the love for Viet Nam, Highlands coffee always expects to become the most favorable coffee brand in Vietnam and it tries to become Vietnam’s most favorite café of taste, affordable, modern Vietnamese coffee and tea lifestyle experiences to every customer everywhere, everyday http://tasacoffee.com/dien-tich-ca-phe-viet-nam-2018.html Premium green tea leaves from Vietnamese highlands -> Produce tea-powder https://www.highlandscoffee.com.vn/vn/tan-huong-freeze-t ra-xanh-tra-xanh-dam-da-thach-gion-kho-cuong-.html zzzz Marketing intermediaries Nga - + pay attention in a large and flexible delivery systems : Grab, Bee, GoViet, NOW Marketing agency: Adtima - executed the campaign “ Chiến Lược Dùng thử khác biệt” for new product “Phin sữa đá” Highlands cooperated with Adtima to run the campaign by giving customers E- Voucher, encouraging their engagement, and try “ca phe phin sua da” + Adtima creates three Subtab with three titles: Participation, Regulations and Instructions => they are displayed right after clients click on Official Account of Highland Coffee on Zalo => send the broadcast messeage => To participate, clients have to subcribe the brand’s account and share their locations => the lucky people will be selected randomly => get E-Voucher and bring it to the nearest store https://adtima.vn/case-study/chien-luoc-dung-thu-cach-tang -nhan-dien-san-pham-moi-hieu-qua-article73 Highlands Coffee pays attention in developing a large and flexible delivery systems such as GrapFood, Now.vn,… Using delivery services help attract a large number of customers who want to order food and drinks without going out Besides, there are many marketing agencies who help execute promotional materials to branding and promote the relationship between products and customers In 2017, Highlands Coffee has launched a new product “Highlands Phin Sữa Đá” and cooperated with Adtima to run the campaign “Chiến lược dùng thử khác biệt” by giving customer E-voucher through Zalo, encouraging customers to take part in and try “cà phê Phin Sữa Đá” https://adtima.vn/case-study/chien-luoc-dung-thu-cach-tang-nhan-d ien-san-pham-moi-hieu-qua-article73 Competitors Nga - - Perfect substitutes: ( cần phân tích rõ điểm trội competitors) + Starbuck : 49 stores: with impressive, modern and suitable decoration for youth and reasonable price + Cong cafe: attract customers with special decorations After years Cong cafe has launched 50 store and expanded 1-2 store(s) per month Indirect competitors : beer, tea, fruit juice, carbonated water https://www.brandsvietnam.com/17153-Chuoi-ca-phe-High lands-Coffee-dan-dau-thi-truong Direct competitors of Highland Coffee is Starbucks, Trung Nguyen, The Coffee House which have the same or similar products with Highland Coffee Apart from direct competitors, Highlands Coffee also has indirect competitors such as beer, fruit juice, nutritious drinks and carbonated water that have expanding and popular products with lower price and convenience compared with Highlands Coffee 5 Publics Anh - Media publics: magazine Citizen-action public: nhiều vloggers have good feedbacks for the brand - Internal publics: One of the key things to contribute in success of Highland coffee is concerning about the employees aspects + Mental: create team building + Family: concern their children by organizing Children’s day for them and create chances for them to experience their parents’ work + Health: Sport competitions “ Highland coffee soccer cup 2018” , Periodic health examination => motivate employees to commit and delicate for the company https://careerbuilder.vn/vi/talentcommunity/highlands-coffee-dichden-lam-viec-y-nghia-tu-hao-sinh-ra-tu-dat-viet.35A514D5.html https://www.brandsvietnam.com/congdong/topic/9344-Bang-xep-h ang-Chien-dich-Tet-noi-bat-2018-Cac-thuong-hieu-gap-rut-toa-san g-sau-bao-U23 Media publics: It can be said that media publics are the main means of communication affecting the brand most In 2018, an extracurricular activity which was particularly focused are “FREEZE tron cau chuc” competition This campaign which advertised in many social media channels was in the top 10 outstanding campaign in social media having quick spread and appealing content (Brandsvietnam, 2018) Citizen-action publics: From the Highland Coffee’s websites, the brand receives a lot of favored feedback from customers and has great reviews from many vloggers However, the recent event about the environment has impacted on the company Although the company convey the message “less plastic”, customers still receive a plastic cup and plastic bag when purchasing Internal publics: The employees - a part of the brand contributes to the success of Highland coffee All the staff are well-trained about the company culture and the attitudes and gestures toward customers To recognize their dedicated contributions, many extracurricular activities such as team building activities, Highland coffee soccer cup 2018, The children’s day, etc… are created (Careerbuilder, 2018) Health examinations are also periodically taken to ensure employees have good physical and mental health Customers Anh They focus on creating the comfortable and exciting atmosphere for customer + office staff: quiet and less luxurious space to discuss + young businesses - customer market: middle class, office staff, and active young generations because drinking coffee here with the prestigious coffee brand help them confirm their status in society - Foreigner in VN Highland Coffee’s target customers are youngsters and http://cafebiz.vn/15-nam-tang-tu-2-len-180-cua-hang-khong-phai-c hien-luoc-binh-dan-hoa-day-moi-la-dieu-lam-nen-thanh-cong-cho-h ighlands-coffee-2017051311370726.chn Target customers were used to be mostly people in middle and high class However, t arget customers currently are diversified: working people and foreigners in Vietnam or even youngsters Obviously, trends of young generations are going to well-decorated coffee shops to check in, read books, listen to music or chat with friends The reasons that working people search for the coffee shops are working or meeting partners Because the company can meet all their demands, young and working people will be their main target A Macro - environment Demographic Linh - Age: CIA world factbook, age structure was calculated in 2017, 23,55% Vietnamese were aged less than 15 years old, 15-64: 70%, the rest is more than 65% => young population structure => target customer: focus on 15-64 year old person who is studying and working : account for 70% population - Occupation: literacy rate up rate 94,52% => citizen more educated => future occupation ??? - is becoming more white-collar workforce => who not requiring drinking coffee, but also place for working and studying According to CIA world factbook, age structure was calculated in 2017, 23,55% Vietnamese were aged less than 15 years old, 15-64: 70%, the rest is more than 65% Vietnam is representing a potential young population structure The young population is a potential for a huge consumer market which account for a large percentage On the other hand, literacy rate in Vietnam's population rising up by 94,5% (2017) This means that more and more educated employees is becoming white-collar workforce who not only requiring drinking coffee, but also need a place for working and studying Therefore, coffee market has received a tremendous motivation from demographic environment https://www.indexmundi.com/vietnam/demographics_pro file.html Economic Linh Natural Tram - developing economy: economy have produced a growing middle class and rapidly rising in income - GDP growth in 2018 is forcasted more than 7% , - BMI research in 2017 shown that Vietnam’s coffee consumption grew from 0.43 kg per person in 2005 to 1.38 kg in 2015 This is the highest growth rate of any global coffee exporter, and the figure is forecast to reach 2.6 kg by 2021 => increasing in income boost purchasing power for coffee-related products https://e.vnexpress.net/news/business/industries/which-are-vietna m-s-most-successful-coffee-chains-3835604.html Vietnam is a developing country with the economy have produced a growing middle class and rapidly rising in income Many experts have forecast the Vietnamese economy to grow by more than 7% in 2019 This is a positive signal for goods consumption market Specifically, BMI research in 2017 shown that Vietnam’s coffee consumption grew from 0.43 kg per person in 2005 to 1.38 kg in 2015 This is the highest growth rate of any global coffee exporter, and the figure is forecast to reach 2.6 kg by 2021 That opens a lucrative opportunity for coffee suppliers http://vneconomy.vn/thu-nhap-binh-quan-dau-nguoi-nam-2018-d at-2587-usd-2018122715235412.htm - Vietnamese weather condition (located in tropical belt => sunny and rainy annually Rainfall is evenly distributed among the months => the months that coffee grows - Land: basalt red soil https://voer.edu.vn/m/vi-tri-cua-nganh-ca-phe-va-vai-tro-cua-xuat -khau-ca-phe/8fcdbfa9 http://www.vusta.vn/vi/news/Thong-tin-Su-kien-Thanh-tuu-KHCN/Phat-trien-ca-phe-cua-Viet-Nam-trong-nhung-nam-gan-day-3 8666.html nguồn: Kiến thức mục 2, 37 trang 168 - 169 Địa lí 12 Vietnam is located in the tropical belt, which has annually sunny and rainy with equatorial climate and is hot year round Besides, many regions in Viet Nam have not only a clearly different climate regime: the rainy and dry seasons but also large area of red basalt soil that is very porous, rich in nutrients These natural features make strongly favorable conditions for café growth and development Technology Trang With the development of technology, there are numerous devices manufactured to cut down on manpower requirements One of them is guest – paging system Highlands coffee applied this kind of technology in serving the customers and they have improved operational efficiency, increase productivity levels and optimize customers’ experience as well as cutting down on employee – related expense 4.0 Technology Revolution is increasingly dominating human beings, they tend to store money in bank card or in electronic wallet Highlands coffee is also associated with Vietcombank and takes advantage of POS system to facilitate the payment process with any sort of physical bank card It also cooperates with Samsung pay to execute cashless payment Two kinds technology can help Highlands coffee reduce payment time and intensify the safety Highlands coffee uses all media such as online advertising and WIFI marketing (AMC) to market its products Political bỏ phần Culture Tram https://www.highlandscoffee.com.vn/en/coffee.html https://highlandscoffee.com.vn/en/highlands-coffee-proudly-born -from-the-viet-s-land-since-1999.html http://tuhaoviet.vn/ca-phe/van-hoa-ca-phe-nguoi-viet-p13.html http://mintowncoffee.net/nhung-bi-mat-phia-sau-ca-phe-phin-van -hoa-ca-phe-viet.html “Phin” coffee is a feature of the Vietnamese coffee culture It followed the French introduced into Vietnam since the 1957s Vietnamese people have their own style of ẹnjoying coffee They enjoy coffee as a cultural thing: sipping and thinking They often sit beside a cup of coffee, sip it with reading newspaper, listening to music, chatting with peers All these things make a unique culture in Vietnamese life Besides, it was recorded that 6 5% of consumers drink coffee seven times per week, with 57% are male users according to a study by IAM about the habit of using coffee in Vietnam Therefore, coffee plays an indispensable part of the Vietnamese people’s daily lives III Marketing strategy Segmenting Consumer Markets - Tram Geographic - Countries Regions - Vietnam Urban area: 300 stores (27/09/2019) Highland coffee chains are almost located in the center of big cities like shopping malls, big hotels and busy neighborhood (Vincom, Hanoi Tower, Timescity, Royalty ) which is easy to approach customers https://www.brandsvietnam.com/17153-Chuoi-ca-phe-Highlands-Coffee-dan-dau -thi-truong https://text.xemtailieu.com/tai-lieu/marketing-dich-vu-cua-quan-cafe-highlands-c offee-973106.html https://www.highlandscoffee.com.vn/vn/he-thong-cua-hang.html https://www.facebook.com/181603421920510/posts/2579740405440121/ Demographic - Cities/province - Almost cities and provinces in Viet Nam: HCM, HN, Hải Phòng, Đà Nẵng, Cần Thơ, Bình Dương, - Ages Genders Income - 15 - 22 Male & Female Medium to high allowance 22 - 65 Medium to high wages Psychographic Behavioral - Occupation - Students, Having part-time job White-collar workers, Middle to highly paid jobs - Social class Life style - Middle and upper class 15-22: trendier, enthusiast 22-65: strivers, achievers - Personality 15-22: active, virtual life with modern and beautiful spaces, show-off, curious, socialized; extrovert, studious, tend to self-define, updated, busy with study, extracurricular activities and work 22-35: ambitious, outgoing, hard-working - Occasions - Benefits - Taste delicious foods and drinks A space with wonderful services - Loyalty status - 90…% first user want to return Highlands coffee - Attitude toward product - Positive Regular occasion - 15-22: hanging out with friends, studying - 22-35: hanging out with friends, working, relaxing Target marketing - Anh 2.1 Evaluating market segments ( target) Segment size and growth Obviously, the demand of drinking coffee is increasing every year and 50% of consumers choose the coffee shop is the destination to enjoy coffee According to Ca Phe Nguyen Chat, the chains of coffee shops is one of types coffee businesses growing fastest with annual revenue increased by 32% Moreover, the target customers are youngsters and adults, which accounts for over half of the total population in Vietnam Therefore, it would be a large and attractive segment about the growth rate and expected profitability https://caphenguyenchat.vn/du-bao-su-tro-lai-soi-dong-cua-thi-truo ng-ca-phe.html https://danso.org/viet-nam/ https://maybanhang.net/2016/12/phan-tich-thi-truong-ca-phe-viet-n am-nam-2016/ Segment structural attractiveness There are many strong and aggressive competitors in the market such as Trung Nguyen, Starbucks, The Coffee House,etc Many magazines say that Starbucks, the famous and foreign brand in Vietnam, is the main market competitor Moreover, the existence of many potential substitute products like beer, tea, fruit juice, carbonated water, which limits the profit earned in a segment However, Highland Coffee is still the most famous coffee brand in Vietnam in 2019 ( Brandsvietnam, 2019) https://www.brandsvietnam.com/congdong/topic/16307-9-thuonghieu-cafe-noi-tieng-tai-Viet-Nam-%7C-FnB-Viet-Nam Company objective and resources Due to the abundant supply of coffee, Highland Coffee’s objective is bringing the best products to the customers, spreading great Vietnamese values widely and becoming the champion of Vietnamese coffee Currently, Highland Coffee becomes the company having the largest chain of coffee shops in Vietnam 2.2 Selecting target market segment According to Kotler, a firm deciding to target several market segments and design separate offer for each are using differentiated marketing Because Highland Coffee not offers many kinds of products to specific types of customers such as Coffee products for older man and freeze or tea for teenagers Therefore, Highland Coffee is considered using differentiated market strategy Positioning - Anh 3.1 Profile of target market Enjoying traditional cuisine (coffee and Banh Mi) has been existing for a long time that gradually becomes ingrained Vietnamese habit Furthermore, many youngsters are curious about their traditional things and the ways they enjoy such these things are different from in the past which is enjoying food and drinks on the street Therefore, Highland Coffee has created the demanded service offering customers not only foods and drinks but also the space and atmosphere in the coffee shops Its target market is youngsters and middle - aged people who love traditional habits 3.2 Competitive advantages Highland Coffee differentiate itself from other competitors by three competitive advantages: - Product differentiation: Highland Coffee highly focuses on local Vietnamese foods and drinks and its menu are regularly changed to adapt the customer tatases The company promises to bring Vietnamese values in every product to customers Every cup of coffee is completely made from high quality of Vietnamese coffee seeds Moreover, the demand for eating is rising, so it also offers buyers Banh Mi - famous traditional food along with drinks - Service differentiation: Brands vietnam shows that Highland Coffee has the highest number of coffee shops (318 stores nationwide in 28/9/2019) which are located mostly in accessible places Moreover, the open time is 16 hours per day, types of payment are flexibly applied (cash, e-payment), and now the company is cooperating with some delivery systems such as Now, Grab, Bee so that customers can get its products anytime and anywhere Especially, self-service technology which is early applied in all shops that makes customer very excited because of time-saving and limitation of errors - https://www.brandsvietnam.com/17153-Chuoi-ca-phe-Highlands-Coffee-dan-dau-thitruong http://dhome.vn/uu-diem-cua-mo-hinh-tu-phuc-vu-dien-hinh-nhu-Highlands-coffee.ht ml People differentiation: The staff play an important role in customers buying process The employees are well-trained to be courteous and friendly to customers that help the company get customer satisfaction and high customer retention rate 3.3 Overall position strategy “The same for the less” is the winning proposition of that brand Due to the fact that Highland Coffee is using “Chien luoc binh dan hoa” which decreases the price of their product while the quality is the same According to Sage.edu, almost all of their products obviously have lower price than similar products of Starbuck, Cong Ca Phe http://sage.edu.vn/blog/highlands-coffee-chuoi-ca-phe-ba-chu-o-viet-nam-cung-chien-luoc-binh-dan-h oa/ 3.4 Positioning map ( file có) https://news.zing.vn/chuoi-ca-phe-nao-kiem-nhieu-tien-nhat-va-lo-nang-nhat-tai-viet-nam-pos t955656.html http://cafebiz.vn/15-nam-tang-tu-2-len-180-cua-hang-khong-phai-chien-luoc-binh-dan-hoa-da y-moi-la-dieu-lam-nen-thanh-cong-cho-highlands-coffee-2017051311370726.chn https://buzzmetrics.com/cuoc-chien-cac-chuoi-ca-phe-tai-viet-nam-phan-tich-thao-luan-tren-s ocial-media/ IV Marketing program Product Nga · Product: Coffee, freeze, tea, banh mi - great combination of traditional Vietnamese flavors and modern style, suitable for everyone and bring memorable experience for guests 1.1 Core value: Highlands coffee appreciates the desire of guests not only enjoy familiar drinks but also the taste of real flavor and the enjoyment of a comfortable space Apart from bringing coffee and tea products with great taste, this brand also brings satisfaction to customers with professional service, subtle combination between the traditional style and modern lifestyle in space, suitable for all those who want to enjoy the quiet or the union with friends 1.2 Actual product: - - Brand name: Highlands Coffee - combining western & eastern culture The quality level: Brand originated from Vietnam coffee culture, Highlands Coffee always respects traditions in each product By using clean and pure Vietnamese raw material combined with unique recipes, Highlands Coffee is confident in the quality of each product and conquer both prissy customers with flavor Design: In 2013, logo is redesigned, reflecting the image of mountains, soil and water flow; expressing the origin and quality of coffee in sunny and windy highlands (color: red, brown : active, impressive, cozy, outstanding ) · Packaging: Highlands Coffee uses plastic materials for cups, spoons, straw,… and logo printed on cups The advantage of this material is cost savings , nest, convenient and does not affect taste of product · Services: Besides providing products … Highland Coffee also provides space, atmosphere comfortable, cozy for relaxing, checking in, working and studying Moreover, it also offers customers the conscientious service with careful and attentive staff 1.3 Augmented product: - Support product: On the special occasions, Highlands has many incentive programs to enhance the experience for customers Through the issuance of preference cards, customers not only have the opportunity to try new products, free to upsize, receive discount cards but also be involved in the programs with special awards https://www.highlandscoffee.com.vn/tuhaodatviet/ - After sale service: Highlands Coffee has sound players to bring comfort, relaxation-time for customers when enjoy drinks at the coffee shop, and free internet connection to satisfy the needs of access to the Internet of customers, which helps attract more and more come and stay longer in the coffee shop 1.4 Product life cycle Highland Coffee has offered many kinds of products during its development At this time, espresso coffee and freeze matcha are in maturity stage when other competitors also have similar products Coffee “Phin” is a part of Vietnamese culture, although it has been introduced for a long time, it still has the opportunity to make a profit because of the unique traditional taste that Highland Coffee brings to its customers Price - Ánh Pricing strategy: In the past, the target customers of Highland were mostly people with medium and high income Therefore, it used customers value - based pricing to set up price However, competition -based pricing is currently its strategy The coffee chain market is an extremely competitive market because of the existence of many strong rivals To make its product more competitive, it makes price similar to its rivals, but still quite lower than them New product pricing strategy: Market - penetration pricing is used by Highland Coffee because it wants to target many kinds of customers Setting low price for new products is a good way to attract large number of buyers Product mix pricing strategy - Product line pricing strategy : Customers’ tastes are different Though some other coffee chains offer more than product lines, Highland Coffee offers only four main product lines (coffee, tea, freeze and Banh Mi) to its customers This is simplifying menu strategy of Highland Coffee is to minimize the time that customers pick items The price of their products are ranging from 19.000 VND to 59.000 VND and lower than some large coffee chains: Starbuck, Cong Ca Phe - Product bundle pricing strategy: Currently, Highland Coffee offers some combo with lower price which can help customers save money : Combo of colleague’s story, combo of friend’s story, combo of couple’s story Adjustment in its price strategy - Promotion allowance: Highland Coffee applies this strategy by giving vouchers 50.000 VND for those who share their posts with hashtags on Facebook and give them the discount when they share their photo in Highland Coffee shops in the comment section - Time - based pricing: On some particular days of the week, Highland Coffee has specific change in price On Monday, customers can benefit from 20% discount on two cups of coffee “Phin” items and on Friday, they can get free up size on freeze coffee and freeze non-coffee - Psychological pricing: Highland Coffee offers their products with a price ending with number like 19.000VND, 29.000VND, 49.000VND This method is to affect psychologically to customers According to William Poundstone, he showed in his research that the “9” factor makes the price seem lower and increase sales by 24% versus “rounded” price point https://www.paymotion.com/ecommerce-blog/the-pricing-power-of-9-does-it-work/ Place (Distribution ) Linh 3.1 Up stream Firstly, Highlands Coffee acquires raw materials from farm planting coffee in Gia Lai, Dak Lak, Lam Dong, Buon Ma Thuot where provide the highest quality of coffee seeds However, it is not easy to get qualified coffee beans from scattered farms, so Highlands uses EOS-supply chain management service, as an intermediary (https://eosviet.io/) in order to collect and transport coffee beans to manufacturing department 3.2 Downstream/ Marketing channels Highlands coffee uses indirect distribution channel: coffee beans, after being selected and roasted in manufacturing department, will be transferred to retailers - Highlands’ coffee shops Customers will buy products: coffee Phin, espresso, freeze, 3.3 Channel organization Highlands Coffee establishes the distribution channels by using Contractual Vertical Marketing Systems, specifically Franchise organization Because Highlands' coffee shops have to pay for the disposal of brand name to provide services to customers and remains some regulations of the mother company, it is applying the service-firm-sponsored retailer franchise system 3.4 Intensive distribution Highlands Coffee uses a selective distribution as its restaurants are limited to a certain amount in Vietnam More than 300 coffee shop are located over the nationare and by using selective distributions, they can minimize the competition between stores in the same area Distribution intensity Promotion Anh Promotion is considered as an important role in increasing brand awareness, informing customers about the updating product, attracting new customers, retaining old customers and building a relationship with them Currently, Highland Coffee is mainly using three promotion tools: Advertising Magazines and social media are two main means of communication applied by Highland Coffee Obviously, people are mostly using social media to obtain information; hence, the amount of customer interaction in these social networks is larger than paper magazines Facebook is the website having the most frequency of interaction and it has more than 850.000 followers Therefore, many prizes of free combo and sale discounts offered are firstly post Facebook taking advantages of having many followers Besides, many articles about the brands, updating products and promotion are on popular and reliable electronic newspapers such as Cafef, Foody.vn Banners and posters in the coffee shops and public places are used to promote their products and raise brand awareness Sale Promotion Highland Coffee usually offers the sale discount on special days (Mother’s Day, Children’s Day, Valentine's Day, etc) and 20% discount on coffee “Phin” when collecting enough three stamps On top of that, the shops also give customers free a small cup of freeze on some special days Mini games and contests are also created to increase the interaction with customers One of the most recent contest that receives a lot of responses is Photo contest: “TỰ HÀO CHIA SẺ NIỀM TỰ HÀO ĐẤT VIỆT” Highland Coffee also sends a lot of coffee trucks in many places to create change for customers try their products Public relation To create a favorable image for customers, Highland Coffee has participated in meaningful community activities such as: Wild for Life - the worldwide environmental activities cooperated with United Nation about prevention of illegal worldwide animals trade and Less plastic campaign These activities has contributed a lot in raising brand awareness Furthermore, the forthcoming event of celebrating the 20th anniversary of the establishment will be organized in November, 2019 with the participation of many famous celebrities: Dong Nhi, Erik, Soobin… It is really a great opportunity for brands to get closer to its customers Strengths Weaknesses - The strongest coffee brand in Vietnam with largest number of coffee shops - Strong brand equity - The - sustainability in coffee supply Low innovation in menu Some shops having tight space Have no resolution of environmental problems: reduce plastic use - Attracting multiple customer segments by new style of mixed culture between the West and the East - - Good location: high visibility and accessibility, high population density (city center, entertainment center, big junctions…) Food hygiene certificate Coffee chain with highest revenue strong finance ( Cafef, 2019) http://cafef.vn/dai-chien-chuoi-ca-phe-hi ghlands-quy-mo-ap-dao-the-coffee-h ouse-tang-truong-gap-doi-de-vuot-m at-starbucks-20190612110847722.ch n Opportunities - Opportunities Threats to expand their Strong competitors: Starbucks, The business to other countries thanks to Coffee House, Cong Cafe, Trung acquisition of Jollibee - international Nguyen… brand - - - The rise of “Tra chanh” market share Downturn of milk tea IV Recommendation and Executixe Price: - cakes is expensive => nên kết hợp combo =>>>> Place: không gian nhỏ ( thêm số ảnh khoong gian chật) địa điểm trọng tâm mà place bé, => ko đpá ứng đ nhu cầu khách hàng => nên mở rộng place cách xây làm tầng…… Promotion: - có chiến dịch ko làm theo chiến, nói phải làm, ko làm niềm tin khách hàng chiến dịch less plastics ko hiệu sd đồ nhựa => sd cốc sứ shop, mang cốc giấy, sd hút tre, Viết recommendation vs execute thành phân riếng biệt IV. Recommendation and Executive Currently, Highland Coffee has a huge trouble with their promotion - publics relations Highlands is running “ Green hands” campaign; however, it gets numerous negative responses due to its commitment to their message Consequently, their reputation is damaged, and many KOLs and consumers criticized in every forum of social network Environmental issues are getting more serious, if Highlands Coffee concerns and favors them, it will receive positive feedback So as to to help this coffee chain recover from this scandal, we want to recommend that Highlands Coffee should change and take real actions to the current campaigns Initially, the plastic cups ought to be cut down by using glasses with printed logo for in - shop usage Instead of selling metal straws, they should take vào sử dụng shop or make uses of paper, bamboo, rice straws Besides, for take - away clients, bamboo handle cups or paper boxes can be used to contain the drinks instead of nylon bags Highlands Coffee hasn’t conducted any program to keep loyal customers; as a result, we suggest they should issue membership cards To take it into practice, we will incorporate with organizing a campaign in upcoming Christmas’Eve We want to deliver the message “Noel đến bên Highlands, trở thành Friends” The main target customer will be the familiar customers of Highlands coffee This campaign will be spread out on digital channel and the main PR activities will be executed directly in all coffee shops Intro: Highland Coffee is a registered brand of Viet Thai International Joint Stock Company founded by David Thai Initially, he just began to open the small coffee shop named Au Lac, nearby the Sword Lake However, it was shut down soon because of the rejection from his investors After a long time researching about Vietnamese economy; in 1999, Highlands Coffee began its first operation in Ha Noi At the time of its foundation, Highlands mitigated in producing packaged coffee, to be sold via supermarkets, restaurants The first Highlands coffee shop was opened across from Notre Dame Cathedral in Ho Chi Minh City and one in Ha Noi in 2002 10 years after the founding day, Viet Thai operated about 50 coffee shops in six cities: Ha Noi, Ho Chi Minh, Vung Tau, Hai Phong and Da Nang Nevertheless, Highlands coffee only focused on the segment of upper – class customers at that time, which didn’t entice too many customers From 2010 to 2013, Vietnamese coffee market seemed slightly saturated, Highlands coffee had to emulate with several corresponding brands like: The Coffee Bean and Tea-leaf (USA), Trung Nguyen ( Viet Nam), The Coffee Bean and the Passio In order to actualize the dream of taking Vietnamese brand to the world, in 2013, Owner of VTI – David Thai determined to sell 49% of its business part (include Highlands) for Jolibee – an empire of F & B sector in Phillipines Thanks to the cooperation, Highlands Coffee has expanded the number of stores with astounding speed Currently, Highlands Coffee is increasing its coverage in Viet Nam, with 300 stores nationwide Till now, Highlands coffee is regarded as the strongest competitor, with its counterparts in Viet Nam Since adapting this change, this chain earned more revenue, with 1600 billion VNĐ in 2018 and was leading in the market Product description: Canned coffee, coffee powder, coffee shops Currently, Highlands coffee’s products contain three lines: canned coffee, coffee powder, and coffee shops Nevertheless, Highland coffee’s most successful product is the coffee shops They are owned by affiliated company of VTI – Highlands coffee Service Joint Stock Company It attained numerous achievements in recent years and did what no Vietnamese coffee shop could do: apply the traditional traits into every little detail in the coffee shop Therefore, in this report, to deepen the understanding about market growth as well as decline and the potential, direction of Highlands coffee, we will opt for its coffee shop chain to analyze its current situation, marketing environment and marketing strategies Executive: Highlands coffee has been very renowned Vietnamese coffee brand to the consumers Being founded and having been in Vietnam for twenty years, Highlands Coffee has achieved many remarkable milestones with its products Therefore, to expand the understanding of its successes, based on the secondary research this report will discuss five main problems: SWOT analysis, objectives, marketing strategy, and marketing mix of Highlands Coffee Also, we give evaluation and recommendation on the marketing strategy of Highlands Coffee It is aspired that our research paper can clear your enquiries Psychological: Life gets moderner, people’s demand for their lives also change Not only they simply care about how to meet the basic needs: food, shelter, thirst, etc , when their conditions get better, they will care more about how to enjoy their lives, and the market will give consumers necessary services and products which make them feel blissful and comfortable Aside from daily works, people always yearn for the time, space to rest and balance ... nearest store https://adtima.vn/case-study/chien-luoc-dung-thu-cach-tang -nhan-dien-san-pham-moi-hieu-qua-article73 Highlands Coffee pays attention in developing a large and flexible delivery systems. .. promotional materials to branding and promote the relationship between products and customers In 2017, Highlands Coffee has launched a new product “Highlands Phin S? ?a Đá” and cooperated with Adtima... equatorial climate and is hot year round Besides, many regions in Viet Nam have not only a clearly different climate regime: the rainy and dry seasons but also large area of red basalt soil that
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