INTRODUCTION
The reason for choosing the topic
The Vietnamese coffee business has changed dramatically since the emergence of the
COVID-19 epidemic Many shops have had to close their doors, while others have adjusted their business methods and remodeled More new coffee shops, brands, and models will enter the food and beverage (F&B) sector beginning in 2021.
Recently, the co-working space model has also started blowing a new wind in the beverage market Consumers are so accustomed to working online that they prefer to work in stores with quiet spaces rather than at companies Recognizing the market trend, our team has suggested Trung Nguyen Office, a new coffee model for Trung Nguyen Legend Customers who use the service can rent a workspace (office) by the day, week, or month, as well as receive discounts on cake and drink bundles at the shop.
Overview of Trung Nguyen Legend Corporation
Trung Nguyen Group mainly operates in the fields of: production, processing, coffee trading and coffee franchise Currently, Trung Nguyen coffee is one of the leading famous brands in Vietnam, receiving the trust of many domestic and foreign customers.
Targeting: Become a “Great Organization” by serving the human community.
Mission: Building a unified human community according to a value system of mindful living that leads to real success and happiness.
Overview of Trung Nguyen Office
Trung Nguyen Office belongs to Trung Nguyen Legend - The leading corporation in the coffee industry with more than 23 years of experience, will own available advantages from space design, interior layout, to supply chain, training, Information technology, coffee expertise and especially dedication to customers, always listening and bringing great experiences… This makes Trung Nguyen Office confident not only in developing the right position Its difference is "New generation office coffee", but also ensures the operation of the service during its operation.
Trung Nguyen Office was launched with a business model integrating many spaces in a certain area With the strength of coffee, a drink that brings alertness to working people, especially for office workers, this has great potential Taking advantage of that, combined with a quiet but equally modern working space, Trung Nguyen Office was born, promising to bring a professional, convenient and comfortable working space for customers.
Picture 1 1 Logo design by the team
SITUATION, MARKET & COMPETITORS ANALYSIS
Current market situation
The Covid-19 epidemic has a significant impact on our lives, lifestyles, and especially the way we work from 2021 to 2022 Businesses have the opportunity to experiment with many various working methods during the period of social separation and to partially understand the strengths of firms each way The office market in Vietnam is growing and changing, and there are more and more varieties of smart workplaces It's impossible not to mention the Coworking Space workplace paradigm in this context Because of its simplicity, flexibility, and strong community, this model has been used by many large and small businesses.
Competitors
Trung Nguyen Office must understand not only itself but also its competitors in order to remain in this intensely competitive market
Highland Coffee, Starbucks, and The Coffee House are direct competitors of Trung Nguyen Office in the Vietnamese coffee shop chain industry.
Highlands Coffee's: main business plan is to open stores in office buildings (achieving
Grade A) This is because Highlands Coffee caters to middle-class clients, office workers, and young people Highlands Coffee now has over 336 locations Highland Coffee's revenue reached about VND 2,200 billion in 2019 and nearly VND 2,140 billion in 2020, significantly outstripping and more than doubling the total earnings of its competitors
Starbucks: The Starbucks chain's income in 2019 exceeded VND 780 billion, up more than 32% from the previous year due to rapid system expansion This figure places the world-famous coffee chain behind Highlands Coffee, The Coffee House, in the category of chains with the highest income.
The Coffee House: The Coffee House has grown to become Vietnam's second largest coffee chain following numerous expansions and capital increases (after Highlands Coffee) This chain's revenue in 2019 was VND 863 billion, up nearly 30% from the previous year The Coffee House, on the other hand, had the greatest loss in the leadership group, with a loss of more than VND 80 billion Among coffee chains, it has the largest gross profit margin The main reason for this chain's loss is high selling costs.
Kai Coffee: is a privately owned coffee business that first opened in 2015 and now has five locations With a large amount of open space and a variety of locations dedicated
0 0 to various interests There are peaceful places among trees, spacious meeting tables, and even an outside area It attracts a huge number of clients, particularly office employees, for these reasons.
Box 24h: has a large, airy, and energizing space The restaurant has a peaceful space, which makes it ideal for working Customers that use the service here don't have to worry about working hours because the business is open 24 hours a day, seven days a week
Environment Macros
The fourth quarter of 2021 is expected to expand by 5.22 percent over the same period last year, which is higher than the growth rate of 4.61 percent in 2020 but lower than the growth rate of the fourth quarter of 2011-2019 In the fourth quarter of 2021, GDP increased by 3.86 percent over the same period the previous year; accumulated assets climbed by 3.37 percent; exports of goods and services increased by 14.28 percent; imports of goods and services increased by 11.36 percent.
(Source:https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh- kinh-te-xa-hoi-quy-iv-va-nam-2021/)
The COVID-19 outbreak will continue to develop in a difficult manner across the country in
2022, according to the outlook for the service industry Localities have implemented the smallest zoning, fully handled outbreaks, and at the same time, Vietnam's vaccination rate has also reached a low level, thanks to a safe adaption strategy to economic development As a result, business activity in service industries are expected to rise significantly in comparison to 2021.
(Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html)
The government has backed the coffee sector between 2020 and 2030:
Ministry of Agriculture and Rural Development's project for sustainable coffee development till 2020 (August 1, 2014)
Coffee replanting project in the Central Highlands, 2014-2020 - Ministry of Agriculture and Rural Development (October 21, 2014)
The Ministry of Agriculture and Rural Development has authorized the re-economic cultivation's and technical standards (Decision 340/QD-BNN-TT dated February 23, 2013) (Source:http://thitruongnongsan.gov.vn/vn/tID24992_Chinh-sach-nganh-hang-ca-phe-.html)
A survey by IAM on coffee habits found that 65 percent of Vietnamese drink coffee seven times a week, with men accounting for 59 percent of the total Coffee is a popular drink in Vietnam, and many Vietnamese people prefer it.
(Source:https://zingnews.vn/ca-phe-cach-tan-tien-phong-dap-ung-thi-hieu-nguoi-dung- post726431.html)
Office: When Vietnamese people think of offices, they think of restraint, discipline, rules, and so on Following the Covid era, a survey was done with the help of ADP, a survey business Two-thirds of the 33,000 people who took part in the survey said they would consider looking for a new job if they were forced to return to work full-time unnecessarily Recognizing this, Trung Nguyen offers an Office model that both meets a suitable working environment and produces a comfortable area, boosting creativity in order to provide the best possible client experience.
The coffee industry's commercial activities have been directly impacted by the rapid growth of technology The equipment and machinery sector is extremely diversified, and the introduction of new technologies poses a challenge to existing items As a result, Trung Nguyen's push on technological innovation is constant
Trung Nguyen chooses the most convenient, pleasant, and ideal desks, chairs, and products with the most advanced technology for his workplace design to provide the finest experience for his customers.
The business model is still quite new in the market
Service staff is always available to assist customers
Quiet space to work, avoid being disturbed by noise
Private space for meetings with all necessary equipment
Full range of stationery tools
The price is quite high, so the customer file is limited
The office coffee model can only be concentrated in big cities, difficult to distribute widely
Few strong competitors in the new Co-working model
Own media through solid television
Laws and regulations of the state
As a new model, it takes time to change customer perception
Need a large amount of capital and long-term
The trend of people after the
Covid epidemic will not want to work directly at the office but want to work online at another location
TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY
Targeting
The following is a portrait of Trung Nguyen Office's target customers:
Table 3 1 Target customer of Trung Nguyen Office
Gender: both male and female
Occupation: fresh graduate, office worker, freelancer
Densely populated place: City Ho Chi Minh City, Hanoi
Targeting customers who like quiet, private space to work.
People with medium and high loyalty use 2-4 times/week
Customers that Trung Nguyen Office targets are people aged 25-40 regardless of age, concentrated mainly in big cities, where the population density is high and the economy is developing They may be fresh graduates, office workers, freelancers, so the affordability is high on average, the demand for office coffee services is also high Besides, to help the company's services achieve higher efficiency, the team also cares about the customer's personality, which is quiet, comfortable to work effectively.
⇒ Properly analyzing the market for office coffee services, the company will more effectively allocate resources, focus efforts in the right places, thereby being able to meet the highest needs of customers, increasing customer satisfaction competitiveness of enterprises in the beverage industry market.
Positioning
Trung Nguyên Office - where different ideas are born
When it comes to Trung Nguyen Office, customers will think of a space for creativity, where invisible products are created by human intelligence In addition, Trung Nguyen Office brings
0 0 awakening and creative energy, promoting passions and aspirations so that each individual can achieve success and happiness.
Looking at the positioning map, we can see that Trung Nguyen Legend has a high price with good service quality, targeting customers with high average income.
With an average price, Box 24h has moderate service quality because it is a private business, so it has not really focused on service Same price range, but the service quality of Highlands and Phuc Long is somewhat better than The Coffee House and Kai Coffee In the higher price range, Trung Nguyen and Starbucks compete fiercely in terms of service quality, customer satisfaction, not merely product quality.
Of all Trung Nguyen's competitors, only Phuc Long has developed the e-office model but has not really developed it The spirit of service is always the guideline for all activities of Trung Nguyen and we look forward to giving our customers great experiences at Trung Nguyen Office.
ANALYSE THE MARKETING – MIX STRATEGIES (7PS)
Product
Do you need to rent a comfortable and modern meeting room, located in the central areas and still be able to enjoy the excellent Energy Coffee of Trung Nguyen Legend? Want to enjoy the full product package with a private workspace all day long? With a specialized, quiet area with an open, modern design, and many comfortable and private working corners, fully equipped with office equipment, wifi, electricity, water, air conditioning co-model working of Trung Nguyen Office offers a variety of workspace solutions, suitable for many different needs, industries and customers, meeting the needs of customers.
Providing a quiet, private working space next to cups of coffee awakens the energy in each person and increases efficiency at work.
All information about office services will be continuously updated on the website, page so that customers can easily grasp the current information and incentives In addition, customers can contact via call center, email address for inquiries.
Customers can check office availability and book in advance through Trung Nguyen Legend's website or page When coming to Trung Nguyen Office, just give information to the store staff, order and pay at the counter, customers will be directed to the office and then the staff will bring water and food In each office, there will be a service call bell, when customers need something, just press the bell to call support staff.
Customers will receive an invoice immediately after payment to create the most convenience and accuracy for customers The invoice has full information about the date and time of the invoice, the name of the cashier, the product price, the check-in time, the check-out time and some other relevant information
There are two forms of payment: cash or bank card when customers want to pay at Trung Nguyen Office In addition, customers can also use e-wallets such as momo, shopee pay, zalo pay, or vouchers, coupons to receive more incentives when paying at the store on an advanced technology platform can save more time.
In each office, there will be shelves for customers' personal items, equipped with locked file cabinets to protect customers' important documents Each office will have an internal lock, an external lock, both ensuring a private space for customers as well as ensuring safety for customers, helping customers feel more secure when using the office.
Staff will advise on office service packages when ordering to have the package that best suits the needs of customers There will be staff on duty to guide customers to use services such as printers, projector screens, etc.
In each office, there will be small candy jars to energize customers There is a display area for books, newspapers and magazines for customers to relax after stressful working hours.
There are always staff on duty at the counter, ready to assist when customers need it.
The customer's requirements will be met by the staff within the allowable limits of the store Errors in the service process will be immediately resolved by the store manager to give customers the most comfortable feeling when using Trung Nguyen Legend's services.
Price
Trung Nguyen Office distinguishes itself from its competitors by offering a unique Office model with a unique coffee drink Trung Nguyen has a value-based pricing strategy; the company develops a completely client-centric model, with all innovation and additional features based on customer requirements Trung Nguyen uses a price- on-value strategy to maximize profits for the company, based on the greatest coffee brand in Vietnam and its new business model.
Trung Nguyen Office's price policy is based on the availability of coffee as the primary raw material for the majority of the brand's products The corporation grows, processes, and distributes this source of raw materials to its chain of retailers The price of the product is less affected by the impact of other suppliers because the primary input materials are mastered At
0 0 the same time, it reduces the cost of production each product, allowing customers to purchase high-quality goods at a low cost.
In addition to input materials and production costs, the price of the product also depends on service costs such as using seats and some other costs related to the operation of Trung Nguyen Office coffee shop: cost fixed costs, direct costs, labor costs, plus costs, other costs,
Expected price = Cost per unit of product + Expected profit 4.2.3 Combo pricing
Table 4 1 For the E – Office model Trung Nguyen Office offers
Consists of: ã 4 hours of using office ã 1 drink in the menu
Consists of: ã 12 hours of office use ã 1 dish of any drink in the menu ã 1 dish in the group of
Consists of: ã 12 hours of office use ã 1 dish of any drink in the menu ã 1 dish in the group of “Nutritional energy”
Consists of: ã 12 hours of office use ã 1 dish of any drink in the menu ã 1 dish in the group of “Nutritional energy”
Free Additional Services ã Pen ã Note paper (first 5 sheets are free) ã Paper/printer (first 5 sheets free) ã Water ã Pen ã Note paper (first 10 sheets are free) ã Paper/printer (first
10 sheets free) ã Water ã Pen ã Paper notes (free) Paper/printer (free) Water
Private Services Add High Personality ã Paper/printer (1,000 VND/sheet) ã LCD screen (free for groups of 7 people) ã Writing board (free for groups of 7 people) ã LCD screen (free for groups of 4 people) ã Writing board (free for groups of 4 or more)
Promotion included ã 10% discount when renting a meeting room ã Daily package deals 10% off when ordering more water and cake during use ã Free 4 hours when renting a meeting room (1 use) ã 15% discount when renting a meeting room ã 15% off when ordering more water and cake during use
Clients that can stick around for a long time are Trung Nguyen's target market, thus there is a noticeable price difference between two sets of customers with 4-hour, 1-day packages and 1- week and 1-month packages.
Place
4.3.1 Channel of Trung Nguyen Office
Customers may enjoy the highest quality of products and services that Trung Nguyen stores have to offer by using a direct sales distribution channel approach that eliminates intermediaries Clients will be able to enjoy not only drinks or cuisine, but also the experience of space, restaurant layout, and staff communication attitude toward customers, according to the brand.
4.3.2 Flow model of distribution to service
Mainly advertise on Trung Nguyen's official website, Trung Nguyen Fanpage, advertise on delivery intermediary applications to bring information about products, promotions, and product prices to consumers.
Customers who want to enjoy Trung Nguyen's products and services in person must first queue to place an order Customer payments and orders are virtually always processed at the same time After that, the cashier will send an invoice with your order number on it When you're done, the waiter will bring you some water.
Trung Nguyen cooperates with intermediary delivery applications such as Grab, Baemin, Now to bring products and drinks to consumers when consumers cannot come to use them directly at the store Besides intermediary delivery applications, Trung Nguyen's stores only sell directly at the shop because they cannot store and transport drinks to agents or retailers.
"Customer goes to service organization" is the service delivery option chosen by Trung
Nguyen Office to serve clients Trung Nguyen Office wishes and encourages consumers to visit their store chain since only then will they be able to feel and experience the highest level of service and attitude from the employees, as well as the equipment and space that Trung Nguyen wishes to provide When customers come to rent a desk, for example, Trung Nguyen will provide them with complimentary paper, pens, and other office supplies, giving them the sensation of being in a genuine office Such circumstances demonstrate that adopting Trung Nguyen Office's aforementioned distribution plan is suitable, because if you choose another alternative, the goods may reach customers via a shipping intermediary, but the experience and evaluation customer service quality will not be as maximum as the company longs wanted.
Promotion
To reach the target customers, the team proposes to use a pull strategy using communication tools.
Continue to use mainly digital marketing means
Facebook: Trung Nguyen Legend's fanpage with nearly 240,000 followers, 230,000 likes, this is a useful tool to be able to post interesting and interesting posts about the restaurant space, promotions, articles about Launching new promotions, or greetings on special occasions, of Trung Nguyen Office These articles will be posted in prime time frames suitable for the office world, attracting them with useful articles.
Website: Develop more on the company's Website Here will provide customers with a lot of information about the store (address, prices, ) as well as continuously update ongoing promotions, number of rooms available, that helps Customers understand and grasp information more easily
Tiktok: The tiktok platform is being widely covered and has a certain level of influence Therefore, the group will focus on promoting the brand through this platform Hire influential KOLs and influencers to record clips of Trung Nguyen Office service experiences and are
0 0 within the range of students, office workers, etc., so that they can be widely introduced to the target customer file of the service offered
To inform more widely, the team proposes to use banners throughout Trung Nguyen Legend's branches with the content of announcing the new model Trung Nguyen Office has just launched with many incentives.
Applying Awing Wifi Marketing technology to all branches of Trung Nguyen Legend: When customers need to connect to Trung Nguyen Legend's wifi, a promotional video about Trung Nguyen Office service model will appear To be able to connect to wifi, customers are required to watch the entire promotional video, then give name, age and email information.
Build relationships with key journalists, news agencies so that they can report good news about businesses, especially Trung Nguyen Office model.
Actively participate in volunteer programs against the Covid-19 epidemic, helping people in difficult circumstances to build a beautiful image in the eyes of customers.
Customers who buy the Monthly Package will immediately receive a 10% Discount Card for the entire menu of drinks and cakes at the store registered to use Trung Nguyen Legend service. o Please give the Card to the cashier before paying. o The card is valid for the duration of the service pack's validity Unlimited number of times. o Not applicable to brewed coffee products & cups, vases and gifts. o Not valid in conjunction with other promotions. o If the card is lost, it will not be reissued Please keep your card carefully Any claim related to card loss will not be resolved in any way.
Process
People
Picture 4 3 Human resource organization model at Trung Nguyen Office
4.6.2 The human factor determines service quality
Customers are an essential part in the human factor, so the team is constantly focused on customer satisfaction in order to provide the greatest experience possible when utilizing Trung Nguyen Office services Customers' opinions should always be respected and listened to in order to help the firm change and improve.
The team suggests employing the following strategies to assist clients gain trust.
Always have a set of criteria in mind: Consider clients as friends or family members
Look at the interactive remarks on social networking sites to get a sense of what they're looking for.
Always review client comments to assist enhance the company's service quality.
Next, the service staff is also extremely attentive to the team because these are the people hat customers meet and talk to first They are an important source of different competitive advantage and an important driver of customer loyalty That is why the group set forth the following principles.
Table 4 3 Duties of the job
Recruit For each job, Trung Nguyen Office hires employees with
0 0 the most appropriate abilities, styles, and personalities Simultaneously, the employees chosen by the store are always in line with the company's core values and culture.
Training Employees will attend the company's training classes on the necessary skills to ensure the best service quality for consumers after being hired Candidates who have submitted applications will be trained by the organization within three days of commencing work, depending on the position.
Basic request Customers must be served, cared for, and a positive relationship established.
Maintain product quality by sticking to the recipe.
Observe the company's functioning procedures.
Ensure that the given task is completed to a high standard,and that all reports are truthful.
Physical Evidence
From the outside, the facade of Trung Nguyen Office uses glass to create a luxurious feeling combined with the main dark brown of the shop with a bit of gold in the lights All of these things have brought a unique and traditional feature of Trung Nguyen Office brand in the eyes of customers.
Picture 4 4 Illustration about external design
Trung Nguyen Office cafe logo uses 2 basic colors including black and white to create a relatively harmonious and static whole In particular, to represent the specialty of the cafe as an office cafe, our team designed a house symbol that represents a cozy, solid, "where different ideas are born".
Picture 4 5 Logo designed by team
Parking is arranged in front of Trung Nguyen Office office coffee shop With a spacious and supervised car park, customers will feel secure and comfortable to work In addition, when the weather is hot and hot, customers' motorbikes will be equipped with a silver seat cover to preserve and prevent the saddle from overheating, increasing customer satisfaction.
Picture 4 6 Illustration about parking lot
Trung Nguyen Office is designed with 3 floors.
1st and 2nd floor: designed as a common space for individuals to work, here, there will be many tables and chairs of various sizes (can be for one person, even many people) arranged far apart to limit being affected by ambient noise.
3rd floor: This place is built with 8 offices for groups of customers who need to work in groups with private space In which: 5 rooms for the number of 5-7 people; The remaining 3 rooms are for 10-20 people In each room, there is a table with 5-20 chairs long The wall layer is designed with soundproofing to create a sense of privacy and quiet for groups of customers in meetings, discussions and learning activities Some rooms have glass windows that can overlook the city, creating an airy space, helping customers not feel stuffy, easier to think of ideas and more creative
In the bar area of Trung Nguyen Office, the group uses wooden materials with different brown colors to create a pleasant feeling, blending with nature but no less modern Besides the bar, the shops also display some of their coffee, cake and mug items to make an impression in the customer's mind and help increase sales.
Equipped with enough power sockets
Office workers always have a laptop, tablet or smartphone on hand, which is indispensable That is the reason that the electrical outlet is a necessary device in the cafe for office workers and a reasonable way to install the electrical outlet does not affect the space of the shop as well as ensure the safety of guests and employees electricity in the wall, or put negative.
The design of colors also contributes to the work spirit as well as the creativity of customers With this office coffee model, Trung Nguyen Office will choose the main color of gray mixed with white and black, showing sophistication and professionalism in style, evoking the creativity of customers Besides, in the offices, Trung Nguyen Office has a minimalist but luxurious and professional decoration that an office needs such as art pictures, potted plants on the table and corners of the room, ready-made pens , paper, create a feeling of friendliness and convenience, bringing a sense of comfort to customers.
For office workers who need a quiet place to work, they will certainly be "allergic" to loud and boisterous music The shop will choose gentle and delicate music genres, instrumental music, lofi music, or a bamboo flute song with the murmur of a stream that will help relieve
0 0 stress, relax the spirit and bring a feeling of relaxation Creative inspiration for customers when working.
Continue to use the uniform of Trung Nguyen Legend: it is still the two main colors black and white, with a bandana on the neck - an item that goes along with the nation's history The only difference here is that the logo printed on the uniform will be replaced with the logo of Trung Nguyen Office This helps customers to distinguish the uniforms of the two brands.
Picture 4 7 Uniform of Trung Nguyen
CONCLUSION
It can be seen that Trung Nguyen Legend is one of the most famous brands in Vietnam However, in recent years, due to the impact of the epidemic, the company's brand awareness has decreased To help businesses regain their position in the market, there needs to be an innovation in the eyes of customers First, the team proposed to develop the Co-working model and named it Trung Nguyen Office with the aim of creating a quiet and comfortable working space for customers to achieve high work efficiency The main target group of this type of model proposed by the group is people aged 25-40, working in office-related industries, these are people who are interested in work, accounting for a large number of employees age ratio in our country The group then introduced Trung Nguyen Office's position in the market as "Where different ideas are born" to help customers remember the brand The team then focused on detailing the product strategy, adjusting the pricing strategies, proposing the distribution model, taking advantage of the proposal, how to deploy and apply the communication tools reasonable service process, suggest how to manage people and finally meticulous in space construction, beautiful designs in facilities section Based on the above analysis, our team feels that the new service model Trung Nguyen Office will be successful and this will be an important step forward for the Trung Nguyen Legend brand in maintaining and developing its reputation for a long life.
Specific campaign: here will integrate communication tools with the goal of increasing awareness for customers
Campaign name: Trung Nguyen Office - New generation office
Insight: Surely, the recent Covid-19 pandemic has made you so used to being online, you feel tired when you have to go to the company's office due to too much pressure You have also felt trapped and depressed at home for the past several months Don't worry because there is Trung Nguyen Office - a place for you to have a quiet and comfortable space, with a modern design that will help you relax, stimulate creativity at work to achieve the highest performance.
Big idea: Trung Nguyên Office - nơi những ý tưởng khác biệt ra đời o Stage 1: Attention
Advertising: build a viral video with the right time to cover on social networking platforms such as Facebook, Instagram, Youtube, to reach the target customers quickly.
Target audience: people who need to find a quiet place to work effectively.
Combined with Quang Dai to be the main character in the MV (reason: this artist's style is very suitable for the majority of office workers) o Stage 2: Interest
Convey the slogan: "Want to change the wind, there is Trung Nguyen"
Impress customers through videos showing the convenience of using the service It can be done by filming the process of using the service from entering the shop, going to the office and leaving This will help customers best visualize Trung Nguyen Office's services.
Give a voucher to use Trung Nguyen Office when customers come to Trung Nguyen Legend o Stage 3: Desire
Combined with TV stations with high viewership such as HTV, VTV, THVL to bring about the current online working rate, accustomed to running deadlines outside the restaurant Then introduce the working model of Trung Nguyen Office
Create a Facebook group "About the office" for everyone to give their opinions on the quality of the service.
Post articles about the new model of Trung Nguyen Office on review groups with a large number of participants.
Website design beautifully, interface full of information, improve quality of access, to help customers easily learn about Trung Nguyen's new model service.
Invite famous people to experience and give reviews
Place outdoor billboards and banners in densely populated areas to increase awareness of this new office service model o Stage 4: Action
Quantities are limited, call the switchboard or send a message through the website for faster and more convenient advice and booking.
Link with some online companies to distribute promotional vouchers to employees
Tactical activities Who is responsible Start/completion
Focus on the core value of the s ervice
Design team & Pro duction team
Additional service development Diversify choices for customers
Conduct surveys using existing consumer databases or online m arketing tools to estimate new service prices.
Website development for booki ng
Expanding the store system in p rime locations
Advertising ã Video viral “Trung Nguyen Of fice - New generation office” ã Advertising in mass media ã Hanging Banners
Marketing team & De sign Team
Public relations ã Book the KOLs, influencers.
Established Group FB: " Giới v ăn phòng”
Collect customer feedback to i mprove processes
Diverse payment methods in th e order process
Set up an operating system for good management
Training for employees in basic skills
Designing uniforms for employ ees
Equipped with modern office e quipment
Further growth of the company
The control will be in the form of a comparison of the set marketing goals and the end results for each The following is the basis for the evaluation:
Revenue from Monthly, Quarterly and Yearly Sales Report.
Market Share from Annual Report Sales Year-end Internal Accounting
Profits from year-end internal accounts.
Brand awareness from Hire a market research company to evaluate once at the end of the year.
Examine the progress of the program implementation, determining whether the
Marketing program is being implemented with the correct goals, and what has been done and what has not been done.
Evaluate the program's efficacy by reviewing customer feedback.
To offer control actions, KPIs are tracked monthly and annually.
Check to see whether the existing program has any issues? Are there any market developments that may have an impact on the execution strategy?
Always keep track of sales and income for each month, comparing them to predicted revenue (growth or decrease) to determine the root of the problem.
Report marketing program expenditures that are more or lower than projected; what is the rationale for this? The orientation will continue from here to assist organizations in developing a successful marketing plan
1 Trang Thông tin điện tử Tổng cục Thống kê (29/12/2021) Báo Cáo Tình Hình
Kinh Tế – Xã Hội Quý Iv Và Năm 2021 Truy cạp ngjy 20/5/2022 tại: https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/12/bao-cao-tinh-hinh-kinh- te-xa-hoi-quy-iv-va-nam-2021/
2 Trang Thông tin thị trường nông sản (21/02/2017) Chính sách ngành hàng cà phê Truy cạp ngjy 20/5/2022 tại: http://thitruongnongsan.gov.vn/vn/tID24992_Chinh- sach-nganh-hang-ca-phe-.html
3 Trang thông tin Zingnews (7/3/2017) Cà phê cách tân tiên phong đáp ứng thị hiếu người dùng Truy cạp ngjy 23/5/2022 tại: https://zingnews.vn/ca-phe-cach-tan- tien-phong-dap-ung-thi-hieu-nguoi-dung-post726431.html
4 Trang thông tin Brand Vietnam (01/03/2019) Trung Nguyên đang ở đâu trên thị trường cafe Việt Nam? Truy cạp ngjy 24/5/2022 tại: https://www.brandsvietnam.com/17852-Trung-Nguyen-dang-o-dau-tren-thi-truong- cafe-Viet-Nam#:~:text=Th%E1%BB%8B%20tr%C6%B0%E1%BB%9Dng%20chu
%E1%BB%97i%20cafe%20v%C3%A0,canh%20tranh%20quy%E1%BA%BFt%20li
5 Trang thông tin Sapo Đức Quân (28-02-2022) Kinh nghiệm mở quán cafe văn phòng từ A đến Z cho người mới bắt đầu Truy cạp ngjy 29/5/2022 tại: https://www.sapo.vn/blog/mo-quan-cafe-van-phong
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