(TIỂU LUẬN) SERVICES MARKETING TOPIC ANALYSIS OF MARKETING STRATEGY 7ps OF PHUC LONG COFFEE TEA BRAND

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING -o0o - SERVICES MARKETING TOPIC: ANALYSIS OF MARKETING STRATEGY 7Ps OF PHUC LONG COFFEE & TEA BRAND Course Code: 2021702052704 Group Nguyễn Thị Kiều Diễm (1921005387) Nguyễn Thị Kiều Diễm (1921005388) Trương Thị Tố My (1921005533) Phan Thị Anh Thư (1921005683) Hoàng Ngọc Hải Yến (1921005805) Majors: MARKETING Specialized: MARKETING MANAGEMENT Ho Chi Minh City, 2021 Table of contents Introduction I 1.1 Reasons for choosing the topic 1.2 Research objective 1.3 Introduce about Phuc Long Coffee & Tea 1.3.1 History of establishment and development process 1.3.2 Vision 1.3.3 Mission 1.3.4 Core values 1.3.5 Areas of operation II Market & Competitors Analysis 2.1 Market Analysis 2.1.1 Market share 2.1.2 Operation status of coffee shop chains 2.2 Competitors Analysis 2.2.1 Direct competitors 2.2.2 Indirect competitors III Target customers analysis & Positioning Strategy 3.1 Segmentation 3.2 Targeting 3.3 Positioning IV Analyzing the Marketing Mix (7Ps) Strategies 4.1 Services Product strategy 4.2 Pricing strategy 10 4.3 Distribution strategy 14 4.4 Promotion strategy 18 4.5 Service processes management 23 4.6 Physical evidences management 28 4.7 People management 32 4.7.1 Human resource organization model 32 4.7.2 The people factor determines service quality 34 V Evaluation & recommendation 36 5.1 Services product strategy 36 5.2 Pricing strategy 36 5.3 Distribution strategy 37 5.4 Promotion strategy 37 5.5 Service processes management 38 5.6 People management 39 5.7 Physical Evidence 39 CONCLUSION 40 REFERENCES 41 TABLE LIST Table 4.1: Price list of some products at Phuc Long 10 Table 4.2: Positions and duties of each position at Phuc Long Coffee & Tea shops 33 PICTURE LIST Figure 2.1:Overall Buzz Volume about Coffee Shop Chains in Vietnam in 2020 Figure 2.2: Revenue and profit of Coffee Shop chains in Vietnam over the years Figure 3.1: Competitor-based positioning map Figure 1: The pricing tripod 11 Figure 4.2: Phuc Long kiosk model at Vinmart New City - Distrisct 15 Figure 4.3: The dense order of the Phuc Long Kiosk model is arranged inside Vinmart 15 Figure 4.4: Phuc Long Phan Xich Long branch – Phu Nhuan district 16 Figure 5: Number of stores of Phuc Long and competitors 17 Figure 4.6: Information and Physical Processes of the Augmented Service Product 17 Figure 4.7: Phuc Long Gift Card program 20 Figure 4.8: 20k voucher promotion 21 Figure 4.9: The flowchart of Phuc Long Coffee & Tea 23 Figure 10: The blueprint of Phuc Long Coffee & Tea 26 Figure 11: Phuc Long Coffee & Tea Logo 28 Figure 12: Phuc Long Dinh Tien Hoang Branch, District 29 Figure 13: View at Phuc Long Pho Quang branch, Tan Binh district 30 Figure 14: Some designs of Phuc Long Coffee & Tea 31 Figure 15: Human resource organization model at Phuc Long Coffee & Tea 32 I Introduction 1.1 Reasons for choosing the topic Vietnam has always been considered an attractive coffee and tea chain business market with market size of about billion USD/year (according to research by Euromonitor) This is also a very competitive and tough market because of the presence of countless brands In which, the most prominent brands can be mentioned such as The Coffee House, Phuc Long Coffee & Tea, Highlands Coffee, Cong Coffee Each brand has a different style, drink, price, and service, but the common point between them is that they are all famous and extremely familiar brands for Vietnamese consumers The reason these brands are able to succeed and stand firm in the fiercely competitive market is partly due to an effective 7P marketing mix strategy Therefore, the writer wants to know how these brands build and execute their marketing strategies The writer chooses Phuc Long Coffee & Tea as the object of the writer's research and the topic that the writer chooses is "Analyze marketing mix 7P's strategy of Phuc Long Coffee & Tea in Vietnam market." 1.2 Research objective - Research and analyze the current situation of Phuc Long Coffee & Tea marketing mix activities, including elements of services product, price, distribution, promotion, service processes, physical evidence, people - Make comments, evaluate and propose solutions to improve the 7P marketing mix strategy for Phuc Long Coffee & Tea 1.3 Introduce about Phuc Long Coffee & Tea 1.3.1 History of establishment and development process - In 1968, Phuc Long was founded in the famous tea plateau Bao Loc (Lam Dong) - In 1980, Phuc Long opened the first three stores selling products in Ho Chi Minh City on Le Van Sy, Tran Hung Dao, and Mac Thi Buoi streets - In 2000, Phuc Long trading production company limited was officially established - In 2007, Phuc Long took possession of a tea hill in Thai Nguyen and at the same time invested in building a coffee and tea factory in Binh Duong - In 2012, the first Phuc Long Coffee & Tea store was launched at Crescent Mall District That was an event marking a turning point in Phuc Long's development history when the company officially entered the Food & Beverage field with Phuc Long Coffee & Tea shops operating under the self-service model in a modern, classy, and outstanding space - So far, Phuc Long Coffee & Tea chain stores have been present in all major cities across the country (Ho Chi Minh City, Hanoi, Da Nang, Nha Trang, Binh Duong) 1.3.2 Vision - With the ceaseless passion for expanding the market through sustainable development, Phuc Long is striving to become a company specialized in manufacturing and exporting high-quality coffee and tea in Vietnam - Phuc Long hopes to create a Vietnamese brand with outstanding quality reflected in each product, thereby gradually affirming its position in the international market 1.3.3 Mission - To become a pioneer by creating new ideas for the coffee and tea industry - To develop an outstanding brand, motivate one another, as well as turn the ideas into reality over unity, interaction, listening, and respect - Maintain high quality that satisfies customers by having a deep understanding of their needs and values 1.3.4 Core values - To the consumers: Commit to supplying the best quality products and services - To the employees: Continue to improve the professional, dynamic and creative work environment Provide a fair and equitable work environment that facilitates opportunities for advancement - To the community: Balance between the benefits of the company and those of the community, actively contribute to the social activities of the community, and always show a high sense of responsibility 1.3.5 Areas of operation - Manufacture, export, and trade finished products of coffee and tea (packaged) - Offer food and beverage services at Phuc Long Coffee & Tea shops: + A comprehensive variety of food and drinks + A fine selection of cakes and fritters + Delivery service II Market & Competitors Analysis 2.1 Market Analysis 2.1.1 Market share According to the report of Coffee shop chains landscape on social media in 2020, The Coffee House, Phuc Long Coffee & Tea, and Highlands Coffee were the top three brands with coverage across social networks when holding more than 75% market share in discussing chains about coffee shops Following were many domestic brands such as Ong Bau Coffee, Cong coffee, Trung Nguyen, Milano, Passio, GUTA showing a strong wave of pure Vietnamese brands in the current market The most popular international brand on social media was Starbucks ranked at fourth place with 14.4% of the discussion market share Figure 2.1:Overall Buzz Volume about Coffee Shop Chains in Vietnam in 2020 (Source: Coffee shop chains landscape on social media in 2020) 2.1.2 Operation status of coffee shop chains In 2020, Highlands Coffee has continued to hold its position as the largest coffee chain in Vietnam, with the distance from the other group not much changed Total revenue has reached nearly 2,140 billion VNĐ, only a slight decrease compared to the previous year The 2nd position was mixed when The Coffee House with a relative decline fell to 3rd place Phuc Long grew slightly, rose to 2nd place The situation at Starbucks is not much different from The Coffee House These three coffee chains recorded revenue in the range of 700-800 billion VND From 2019 onward, all three beverage chains have recorded "dizzying" growth rates, averaging 30-40% per year This further shows the tremendous impact of the pandemic on the entire F&B industry, of which the above names are just examples In the following group, Trung Nguyen Franchising, the unit set up to manage the Trung Nguyen Coffee Space chain, lost one-third of its revenue NISO Group, the management unit of the restaurant & coffee chain with the RuNam brand, even more than halved its revenue In terms of profits, there is a divergence among the major coffee chains Notably, in the case of Highlands Coffee and Phuc Long Coffee & Tea, profits increased by 45% and 119%, respectively, reaching 80 billion VND and 35 billion VND Somehow, both coffee chains have still increased efficiency amid the epidemic The group of coffee chains that were already losing money suffered heavier losses, including The Coffee House, Trung Nguyen Franchising and NISO Group Starbucks, a foreign coffee chain, saw a sharp drop in profit, from 39 billion VND to billion VND Figure 2.2: Revenue and profit of Coffee Shop chains in Vietnam over the years (Source:Cafef.vn) 2.2 Competitors Analysis 2.2.1 Direct competitors Highland Coffee, Starbucks, The Coffee House are formidable competitors of Phuc Long Coffee & Tea in the coffee shop chain market in Vietnam - Highlands Coffee: Because Highlands Coffee pursues middle-class target audiences, office workers and young people are the main, so the main business strategy of Highlands Coffee is to open shops in office buildings (Grade A is awarded) prioritize) Highlands Coffee chain currently has more than 336 stores Highland Coffee's revenue reached nearly 2,200 billion VND in 2019 and nearly 2,140 billion VND in 2020, far surpassing and more than double the total profit for the remaining competitors - Starbucks: In 2019, the revenue of the Starbucks chain reached more than 780 VND billion, an increase of more than 32% compared to the previous year thanks to faster system expansion This number helps the world-famous coffee chain stand in the group of chains with the highest revenue, behind Highlands Coffee, The Coffee House - The Coffee House: After many times of scaling up and raising capital, The Coffee House has become the second-largest coffee chain in Vietnam (after Highlands Coffee) The Nikkei Asian Review at the end of 2018 rated The Coffee House as one of the chains with the highest growth rate today The difference of this chain is that it does not invest in stores in golden locations, but has a rich menu of drinks, moderate prices, high-speed wifi, a large area, targeting the young customer segment In 2019, this chain's revenue reached 863 billion VND, an increase of nearly 30% compared to 2018 However, The Coffee House was the highest loss chain in the leading group, with a negative profit of more than 80 billion VND With the highest gross profit margin among coffee chains, the main reason for this chain's loss is its high selling costs 2.2.2 Indirect competitors Phuc Long also has competitors from alternative products such as famous milk tea brands KOI, Tocotoco, In addition, on the market, there are a variety of beverage products rich in types, designs, and tastes, such as C2 tea, 0-degree green tea; or carbonated drinks such as Pepsi, Coca Cola are strongly competitive products in the youth market segment III Target customers analysis & Positioning Strategy 4.6 Physical evidences management Because the characteristics of the service industry group are abstract, businesses need to have "tangible" evidence so that customers can easily imagine the service provided That is an important factor affecting customers' expectations and perceptions of the brand's service quality Physical Evidence plays an important role from packaging, equipment supply, creating a difference Real-life customer experiences allow businesses to build a specific brand image They can manipulate consumer perception so well that their brands appear first when an individual is asked to name a brand in their niche or industry Physical Evidence is divided into two environments including external and internal ● External environment: - Design: Looking from the outside, the facade of Phuc Long Coffee & Tea uses glass to create a luxurious feeling combined with the main green tone of the shop, mixing a little yellow of the lights All of those bring a unique character about Phuc Long Coffee & Tea brand in the eyes of customers - Logo: Phuc Long's logo is designed with two main colors, blue and white Although it has undergone many logo changes, the brand still retains its original value Choosing the image of a coffee cup to include in the logo and the green color of the tea created a logo that feels fresh, bright, and has a strong appeal Figure 11: Phuc Long Coffee & Tea Logo - Parking: Parking lots are arranged in front of Phuc Long Coffee & Tea shops, next to or in the basement There are branches in central districts such as Dinh Tien Hoang branch, district 1, with two spacious parking lots, meeting customers' needs However, at branches with less space and peak hours, the parking lot at those branches will be full, which makes a large number of customers have to park their vehicles in the basements of apartment buildings or commercial centers Like at the Pho Quang branch, 28 when the parking lot of the shop is overloaded, the security guard will guide customers to send their vehicles to the basement of the Garden mansion apartment ● Internal factors: - Location: It is easy to see that all branches of Phuc Long are located in very beautiful places such as in the city center like District 1, District 3, District 7, Phu Nhuan District, Tan Binh District, crowded 3-way intersection and 4-way intersections or located in large commercial centers Most of Phuc Long's branches have two facades and are quite large In addition, the brand has made optimal use of the space and view outside the shops to bring great experiences to customers Figure 12: Phuc Long Dinh Tien Hoang Branch, District (source: Phuc Long Coffee & Tea Facebook Fanpage) 29 Figure 13: View at Phuc Long Pho Quang branch, Tan Binh district (source: author) - Design: + Color: Phuc Long uses two main colors that are green and yellow Yellow brings antiquity and elegance combined with green to create a feeling of warmth, and freshness + Furniture: Tables and chairs in Phuc Long are mainly made of wood with various designs such as long rectangular tables for groups of friends who come to study Positions such as in the corner, close to the wall, or the shop partitions places with different square and round tables that can sit from one to four people to meet different needs of customers Windows and doors made of glass create an airy space, helping customers not feel stuffy + Bar: In Phuc Long's bar area, architects use wooden materials with different brown colors to create a pleasant feeling, blending with nature but no less modern Next to the bar, the shops also display some of their tea and mug items to make an impression in the customer's mind and help increase sales + Decoration: Images of nature, related to tea or coffee are included by Phuc Long Coffee & Tea to create a feeling of closeness to nature for customers, affirming the value that 30 the brand brings In addition, Phuc Long Coffee & Tea shops display many potted plants to help create a fresher and more comfortable atmosphere Figure 14: Some designs of Phuc Long Coffee & Tea (source: author) + One of the remarkable points of Phuc Long Coffee & Tea is that there are many charging sockets at each table Phuc Long knows a large number of customers come here to spend time studying and working a lot, so their laptops and phones need to be fully charged That is probably also the feature that customers pay attention to and give their top priority to choose Phuc Long Coffee & Tea over another nearby coffee shop - Space: The space at Phuc Long Coffee & tea with the main color tones of green and yellow brings a feeling of both classic and luxury to customers along with modern and youthful designs that have attracted a large number of customers to choose Phuc Long Coffee & Tea instead of other tea and coffee shops The electric light system at the branches is designed with yellow-brown light, highlighting the characteristics of Phuc Long Coffee & Tea Because customers come here to study and work a lot, the music of the shops is always relaxing and calm to create a feeling of relaxation and concentration suitable for customers - Device: + The dispensers used by Phuc Long are high-class coffee machines of the Astoria line and are located in the area behind the order counter where customers can see them create a professional and high-class brand in the eyes of customers + Phuc Long uses paper cups or plastic cups depending on the type of drink that customers order 31 + Using air conditioning, electronic billboards running ads bring customers a sense of convenience and modernity - Uniform: + Phuc Long uses two colors corresponding to the main products of the company Those are the green of the tea and the black of the coffee This combination is not too new, but it has a highly attractive effect + The large and eye-catching Phuc Long logo is neatly printed on the left chest of the black polo shirt, bringing high efficiency to promote its brand Along with that is the combination with a short green apron and a black cap with a logo printed to create an overall look that is both classic and modern 4.7 People management 4.7.1 Human resource organization model Store manager Shift supervision Cashier Bartender Service staff Security guard Shipper staff Figure 15: Human resource organization model at Phuc Long Coffee & Tea 32 Table 4.2: Positions and duties of each position at Phuc Long Coffee & Tea shops Numerical Position Duty order Store manager + Responsible for the business of the store + Responsible for revenue; employee management; customer service; issues related to food hygiene and safety; store operation + Plan weekly work and submit reports to the area supervisor Shift supervision + Operate the entire store during the assigned shift + Check and supervise the operation of the store during the assigned shift under the company's standards Cashier + Carry out consulting; introduce promotions; order to the POS machine; collect money from customers and give a change to customers + Ensure revenue in shifts, report revenue Bartender + Prepare drinks for customers according to the process and recipe + Ensure the hygiene situation of the bar area; the dispensing counter must always be clean, under food hygiene and safety standards 33 Service staff + Sell tea/coffee products; clean the store; support customers + Stand on duty in the area for preparing drinks, product area, upstairs area + Tally of goods and products Security guard Watch over customers' vehicles and assist customers in moving their vehicles Shipper staff Deliver goods and products of the store to customers by motorbike within 3km from the store 4.7.2 The people factor determines service quality Service employees are crucially important The people that customers meet and talk to first are frontline employees, so frontline employees are considered the face of a business In addition, the frontline is an important source of differentiation, competitive advantage and an important driver of customer loyalty Understanding the importance of the "People" factor, Phuc Long Coffee & Tea always focuses and pays attention to this factor - Recruitment Phuc Long Coffee & Tea shops always select employees with the most suitable skills, styles, or personalities for different jobs At the same time, the employees hired by Phuc Long Coffee & Tea are always consistent with the company's core values and culture - Training After being recruited, employees will participate in the company's training courses on the necessary skills to ensure the best service quality for customers For the candidates who have received the application and depending on the vacancy, they will be trained by the company within days before starting work The right of all employees in Phuc Long Coffee & Tea system is to participate in the company's training courses - Salaries and bonuses 34 The policy on salary and bonuses is very important because it can determine whether the employee's commitment to the business is strong and long-lasting In addition, it also affects employees' attitudes towards work such as whether they are happy, dedicated to working or not The following are the salaries for some positions at Phuc Long Coffee & Tea: + Store manager: from million to 12 million VND/month (not including allowances, revenue bonus) + Shift supervision: from million to million VND/month + Cashier: from to million VND/month + Bartender: from to million VND/month + Service staff (full time): from 4.5 to million VND/month + Service staff (part-time): from 17,000 to 21,000 VND/hour + Shipper staff: from to million VND/month In addition to the monthly salary, employees are also rewarded with bonuses if the sale reaches the target depending on the store where they work That will help employees be motivated to their jobs better and care more about customers In addition, the salary on holidays and Tet holidays is increased by about to times, and the 13th-month salary is added Not only that, when working for a long time at Phuc Long Coffee & Tea, employees can be promoted to a higher position in the working department - Other employee benefits + Create a good working environment for employees, encourage employees to contribute ideas to the business + Phuc Long buys health insurance, social insurance, life insurance for all employees (except part-time employees) + There is annual leave - Monitor, check, adjust Each store has a manager and a supervisor who takes turns to manage the store, in addition to an area manager Phuc Long Coffee & Tea shops always require employees to: + Serve, take care and establish a good relationship with customers + Follow the recipe and maintain product quality + Comply with the company's working regulations + Complete the assigned work well, report honestly - Develop relationships within the company and build company culture Phuc Long Coffee & Tea encourages employees to develop a relationship of solidarity and attachment within the store, with support between departments 35 Phuc Long Coffee & Tea service culture is enthusiastic - thoughtful - dedicated Therefore, the staff of Phuc Long Coffee & Tea always have a professional demeanor, a cheerful and radiant face, a smile on their faces When customers enter the shop and proceed to the order counter, the staff welcomes them with a friendly and welcoming attitude During the process of enjoying drinks at the store, there will always be staff ready to respond to all requests and answer all customers' questions On the other hand, customers still complain about the attitude of some security guards in some stores That is those security guards are not friendly and not enthusiastic to assist customers in moving their vehicles V Evaluation & recommendation 5.1 Services product strategy - Advantages + Phuc Long's product quality always brings a stronger flavor than other brands, especially tea products + There are many choices for customers on the menu of the shops, especially tea products such as oolong tea, peach tea, litchi tea, That is the strength of Phuc Long compared to other brands in terms of product diversity + The foods included in the combo or sold individually such as bread have helped the brand leave an impression Because most customers spend many hours at the shop to study and work, their need for food and drink is necessary + Phuc Long cooperates with e-wallets like Zalopay to bring many great incentives and attract a large number of customers - Disadvantages + Phuc Long Coffee & Tea has performed quite well the services product strategy Currently, the services product strategy of the brand has no disadvantages 5.2 Pricing strategy - Advantages + Pricing strategy in the mid-range segment, suitable for a wide range of audiences, helps Phuc Long maximize the number of customers + There are many different prices for a variety of products to help customers have many suitable choices + The applied pricing strategy is fully consistent with product quality + The mid-range pricing strategy helps Phuc Long quickly position itself in the highly competitive market, while also limiting the penetration of competitors 36 - Disadvantages + The prices of food products such as cakes are still relatively high - Proposed Solutions + Need to adjust the price of food products, or offer many preferential discounts when buying food products with drinks 5.3 Distribution strategy - Advantages + Location of branches is easy to find + The Kiosk model is quite convenient for consumers to buy and take away because the number of customers will be spread evenly at all Phuc Long Kiosk located at Vinmart, making waiting time for orders quickly + Linking with intermediary apps, convenient for consumers to order when they don't have time to enjoy drinks at Phuc Long Coffee & Tea shops - Disadvantages + The number of branches and stores is less than other competitors + Phuc Long does not have a franchise policy - Proposed Solutions + Continue to expand more business models in more provinces + Should have more franchise policy to expand the number of stores nationwide 5.4 Promotion strategy - Advantages + Phuc Long's promotions are attractive and have a fairly thick frequency + Phuc Long's sales staff work professionally + Brand information as well as promotions are updated clearly and quickly on Phuc Long's social networking sites + Phuc Long's PR activities are doing quite well + There are many projects on special occasions of the year - Disadvantages + Phuc Long does not focus on advertising on television, newspapers + Less participation in sponsorship of sports and arts events + Direct marketing activities such as mail or email marketing, door-to-door marketing, phone sales - Proposed Solutions 37 + Phuc Long should advertise in both social networks and media, not just focus on advertising on social networks + Actively participate in sponsoring sports, music, and arts events + Phuc Long should strengthen its direct marketing activities 5.5 Service processes management - Advantages + The self-service model optimizes the limitations of the traditional service model, the big point is to avoid wasting resources because the old model forced to hire many employees + The form of payment takes place right after the customer places an order to help the service process go faster, avoid the situation of customers waiting for payment after finishing the foods and drinks, and also reduce the waste of travel time for staff when they have to go to each customer's table to collect money + The service vibrating order cards have been applied to help regulate the flow of customer service smoothly, without interruption because the staff has to go to each table to ask what customers want to drink or eat At the same time, with these service vibrating order cards, customers will save more time because they will actively order drinks or foods as soon as they enter the store In addition, there are areas where customers sit far away from the service counter, upstairs or in some hidden corner, then the staff will be quite confused when delivering drinks or foods because they not know where customers are sitting - Disadvantages + The preparation time is quite long + When in a crowded situation, it is difficult for staff to control the process of preparing and delivering products to customers There is still confusion and wrong dishes for customers + When the store is crowded, the store's hygiene is not guaranteed because the staff has not been able to clean up after the previous customer left - Proposed Solutions + Should allocate more staff at peak hours to avoid errors affecting the process of using services and products of customers + Apply modern equipment to the preparation process or enhance the bartending skills of staff through courses and training courses to minimize the preparation time to avoid customers waiting too long 38 + Receive comments and feedback from customers to handle and fix errors that still occur in the process of customers using products and services at Phuc Long Coffee & Tea shops 5.6 People management - Advantages + Attractive salary and bonus policy, specifically the salary for each position at Phuc Long Coffee & Tea are quite good and equal to the general level + Having good benefits policy for employees + Dynamic working environment with many career advancement opportunities created fairly for members + Thorough recruitment and training policy + Creating opportunities for employees to contribute ideas and encourage unity in the working environment - Disadvantages + The attitude of security guards in some branches is not friendly and not enthusiastic to help customers in moving customers’ vehicles - Proposed Solutions + To limit the unfriendly attitude and failure to fulfill the duties of some security guards, Phuc Long Coffee & Tea should have an appropriate sanction policy For example, if the security guards violate more than three times, they will be fired In addition, it is necessary to stipulate rewards and punishments for those who detect security guards with the above symptoms to avoid the situation that the employees cover for each other In addition, the following measures can be used: ⬧ Install cameras to check how the security guards work ⬧ Secret customers to check the security guards' attitude and way of serving customers 5.7 Physical Evidence - Advantages + The number of people studying and working in Ho Chi Minh City is very large and the need to choose a place to focus on achieving high efficiency is very necessary for them And Phuc Long has met that need with a cool and airy space + The shops' design is modern, the open space always creates a comfortable feeling for customers when sitting at the shop 39 + At each table, it is always designed with a power outlet below, convenient for customers when they need to charge laptops, tablets, phones, + There are many options of tables and chairs such as single tables for two people, long tables for large groups,… - Disadvantages + Many branches of Phuc Long are facing the problem of lack of space for customers The situation that customers come to the shop and have to leave because of running out of seats happens often in small branches, especially on weekends + Besides the situation of running out of seats for customers, there is also the problem of Phuc Long's parking lot There are many cases customers have to go to another shop or have to find a parking space for a fee because the parking lot of Phuc Long Coffee & Tea shops are full That gives a feeling of dissatisfaction about the service of Phuc Long Coffee & Tea - Proposed Solutions + If a branch often has a shortage of seats, Phuc Long should consider expanding that branch to meet the needs of customers and increase revenue + Cooperate with other parking lots to keep vehicles for free for customers CONCLUSION First, the writer gave a brief introduction about the reason for choosing the topic, study objectives At the same time, an overview of Phuc Long and Phuc Long Coffee & Tea commercial production limited liability companies is introduced to help readers understand more about the study object The identification of the object and study objectives helps to achieve the most effective study Next, the writer gives basic and general information about the Vietnamese coffee shop chain market to help readers understand more about this market In this section, direct and indirect competitors of Phuc Long Coffee & Tea are also highlighted In section 3, the author identified the target customers of Phuc Long Coffee & Tea and discussed the brand's service positioning strategy Next, the writer applies service marketing theory to analyze the marketing mix 7P activities of Phuc Long Coffee & Tea that the brand has been implementing in recent years, thereby finding out the advantages and limitations of each strategy At the same time, propose solutions to improve the marketing mix strategy 7P of Phuc Long Coffee & Tea to help the brand develop further in the future 40 REFERENCES Lovelock, C., & Wirtz, J (1984) Services Marketing: People, Technology, Strategy (7th ed.) Boston, MA: Pearson Education Lovelock, C., & Wirtz, J (2008) Essentials of Services Marketing (3rd ed.) Boston, MA: Pearson Education Y, T (2017) Phúc Long sau Starbuck Retrieved from: https://thoibaonganhang.vn/phuc-long-ngay-sau-starbucks-64654.html Ân, H (2019) Phúc Long Coffee & Tea điều thương hiệu Việt Retrieved from: https://list.com.vn/tra-sua-phuc-long.html (2020) Phúc Long - m ột thương hiệu Việt Retrieved from: https://edu2review.com/news/kien-thuc/phuc-long-mot-thuong-hieu-thuan-viet843.html Về Retrieved from: https://www.phuclong.com.vn/ve-chung-toi Tuyển dụng Retrieved from: https://www.phuclong.com.vn/tuyen-dung Khuyến mại Retrieved from: https://www.phuclong.com.vn/khuyen-mai 41 Plagiarism check report 42 ... products of tea and coffee served at Phuc Long Coffee & Tea stores, Phuc Long also launched packaged tea and coffee products for sale in the market Boxed tea, packaged tea, canned tea, and coffee. .. of Phuc Long Coffee & Tea include tea and coffee Phuc Long has found a unique USP point that no other brand has That is, the taste of Phuc Long must be one, unique and different - Phuc Long tea: ... competitors Highland Coffee, Starbucks, The Coffee House are formidable competitors of Phuc Long Coffee & Tea in the coffee shop chain market in Vietnam - Highlands Coffee: Because Highlands Coffee pursues