CHANGE MANAGEMENT PROJECT a CASE STUDY OF HIGHLANDS COFFEE

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION -*** CHANGE MANAGEMENT PROJECT A CASE STUDY OF HIGHLANDS COFFEE Student’s name: Võ Chí Quyền – 18DH490835 Nguyễn Thanh Thảo – 19DH120721 Nguyễn Tường Vy – 19DH120092 Class: Date Friday Shift 11 - 12 Instructor: Dr Doan Gia Au Du HCMC, June/2022 0 ABSTRACT The evaluation of Highlands Coffee's ability to adapt and manage change from 2019 to 2021 is the focus of this research A technique that directs firms to successfully push and improve their company performance is referred to as change management Based on an examination of the goal system, an evaluation of both external and internal causes, a description of trigger events and organizational culture, and a discussion of future changes, the research makes a recommendation for a change management project that is suitable for the company The study of corporate change management is being done to assist in the transition from the current state of the corporation to the new state of the corporation that is desired At the same time, it will be helpful in maintaining the company's operations on the course that it has decided to take The research process involves contacting reports, documents, and journals to compile secondary data about companies According to the findings, Highlands Coffee needs to make modifications to its goods, operational procedures, and orientation toward culture change to offer products and services of a higher quality Concurrently, innovate business activities in a manner that is both suitable and creative to develop and effectively conquer the company's goals Keywords Highlands Coffee, change management, specific goals, trigger events, Vietnam market i 0 CHAPTER 1: INTRODUCTION 1.1 Brief information Young Vietnamese are no longer surprised when they hear the name "Highlands Coffee." In comparison to other coffee brands, Highlands has done an excellent job of creating its brand identity and can be found in the majority of the business areas and significant buildings in both Hanoi and Saigon Figure 1.1 Historical Development of Highlands Coffee Source: Highlands Coffee, n.d A businessman from the Viet Kieu ethnic group named David Thai established the Viet Thai International Joint Stock Company (VTI) in Hanoi in 1999 David Thai is the owner of the 0 Highlands Coffee brand name and trademark The Highlands Coffee brand was established out of a love for Vietnam and a passion for coffee, with the intention of elevating Vietnam's longstanding coffee legacy and spreading the spirit of pride and harmony between tradition and the most recent The name "Highlands Coffee" comes from a combination of the words "highland" and "coffee” (oriagency, 2022) In the year 2000, Highlands opened its first location in Hanoi, which sold packaged coffee goods Since then, the company has experienced rapid growth, becoming a well-known brand of the coffee shop and expanding its operations both locally and abroad As of the year 2006, the corporation had a total of 20 locations across the principal cities and provinces of Vietnam After a quick period of time spent changing hands, Highland Coffee now has a new owner for the project Therefore, Highlands is currently a very successful company after being in business for 23 years and having more than 350 locations across the country Before a wave of coffee shops went out of business at the same time, Highlands was still operating and doing well (vietnambiz, 2021) 1.2 Aims Highlands was chosen for this project since it is relatively close to the bulk of Vietnamese people Highlands, on the other hand, is known for producing well-known products at low prices In addition, the menu, as well as the layout of tables and chairs, have changed in recent years in the Highlands Moreover, highlands always provides customers with comfort and a sense of connection to the Vietnamese coffee tradition, which has lasted for years Highlands items are always appropriate for all ages of diners, from young to middle-aged, and the accompanying dishes are authentically Vietnamese Although the Highlands has many changes now, it still retains the original color of the Highlands 1.3 Structure The project paper is divided into three chapters, including a table of contents, and references: Chapter 1: Introduction Chapter 2: Discussion and Analysis Chapter 3: Conclusion and Recommendations 0 CHAPTER 2: DISCUSSION AND ANALYSIS 2.1 Specific goals During the peak of the COVID-19 epidemic, the food and beverage business was confronted with a number of challenges, including being forced to shut down and practice social distancing, which resulted in a significant drop in income and caused a significant number of workers to lose their jobs Therefore, the food and beverage industry is currently being led by intermediaries that facilitate online sales, such as GrabFood, Baemin, and ShopeeFood Super apps have burned a lot of money on discount and freeship promo codes in order to establish an advantage to draw users and a premise to convince F&B retail partners to agree to participate The goal is to create an advantage to attract customers They instill in F&B partners the fear that, if they not participate in these platforms, they will be left behind in society and the market, and may even die as a result (Tat Dat, 2021) Selling through channels such as GrabFood, Baemin, and ShopeeFood will be a very optimal choice for business investment costs in the short term However, with a development vision of more than ten years, completely depending on food ordering platforms will have many potential risks, in addition to not having loyal customers, businesses also not know who their customers are, what they want, and what they will be like in approximately five years Since Highlands Coffee is aware that the epidemic is becoming an increasingly challenging situation, they have concluded that the best course of action is to begin making preparations for the development of their application for mobile platforms in the year 2021 More specifics regarding the SMART goal for Highlands Coffee will be evaluated by our team: - Specific: The objectives of Highlands Coffee are quite detailed and crystal clear This will make it much simpler to identify the issue and will assist the coffee shop in reaching its objectives in the manner that is detailed below:  The coffee shop wants to reduce its reliance on outside delivery services as much as possible by building its application on any mobile platform  Additional information, the coffee shop has set a goal of reaching 2,000 users during the first months through the optimization of our app store listings and the creation of 0 focused social media campaigns for the following social media platforms: Facebook, Instagram, The members of the management board are the most important people in terms of setting the direction to achieve the goal, and the staff members are responsible for carrying out the directions that have been established - Measurable: Although this is a lower number than was anticipated, the fact that the app has already gained 1,000 users in the first month demonstrates that they have succeeded in meeting 50 percent of their goal - Achievable: It appears to be more than they can’t chew to reach 2,000 users in the first month They came to the conclusion that the most effective strategy would be to limit their outreach to just 1,000 users - Realistic: In today's very competitive environment for coffee shops, the goal is not unachievable If the objective is met, it will make Highlands more competitive and give it a more modern appearance when compared to other ones - Time-based: Within a year (until 2021), the deadline must be met, but there are still few goals (particularly in 2019) to produce a well-known application to progressively reach the main goal The successful launch of the Highlands Coffee application will assist the company in providing the highest level of service to its customers as well as improving the speed and efficiency with which it can deliver items Customers have access to a comprehensive menu on the Highlands Coffee application, from which they can select the beverages, pastries, and other items to which they are most drawn In addition, the business often distributes promotional offers exclusively to clients who have the corresponding mobile application installed on their devices Customers have additional opportunities to business with the company, including the opportunity to earn points, receive incentives, write complaints, and so on (zinpro, 2022) 2.2 The systems to achieve goals These are the long-term aspirations of Highlands Coffee and measures to overcome the dangers of the COVID-19 pandemic For the first time, Highlands Coffee is developing a brand 0 application for any mobile platform in order to lessen its dependence on third-party delivery providers A separate app for customers searching for information and ordering products from a food or beverage establishment's mobile site is a common practice Reminders from the mobile app appeared to entice new customers back to the company's product line Businesses that can outperform their rivals in terms of customer service also profit Most food and beverage establishments have their own app for clients to use to search for information and order their items Reminders from the smartphone app appeared to entice returning clients It also helps organizations that can offer better customer service than their rivals, as well On the basis of this, the group proposes the following timetable for building mobile applications to support Highlands Coffee's sales activities:  A study of the company and the market, detailed financial planning, tasks, a point of contact, and an estimated execution time are all critical components of the company's foundation This project will be handled by the Planning Department Implementation is scheduled to take place within a month  Determine the degree of success based on the resources of the company and the thorough deployment plan of the application for the company This will be the responsibility of the Board of Directors The implementation period is one year  Creating app interfaces and content for both the iOS and Android platforms For one month, this task will be under the supervision of the Information Technology Department  Publish the application to the App Store (for iOS) and the CH Play Store (for Android) for testing This project, which will take two weeks to complete, will be handled by the Department of Information Technology (IT)  The Human Resources department is responsible for providing two weeks of basic training for new forms to employees  App marketing landing page, pop-up, and new software marketing banner for the website should be created Material for the app's ad campaign should be created at the same time as the website and landing page content for the app's advertising campaign For the next two months, the Marketing Department will be in charge of this project 0  Promoting the App with Google Ads, running sponsored ads on social networking sites, and creating a coupon for the first time you download it For the following three months, this duty will be handled by the Marketing Department  Measure, monitor, and collect client data through app downloads The best way to fix bugs in an app is to use customer input This duty will be handled by the departments of Information Technology, Sales, and Marketing Among the features of the Highlands Coffee mobile application are a full selection of Highlands products, attractive promotions that are continually updated, and the option to order Highlands drinks It's easy to get a cup of Highlands coffee right in front of your door, and you don't even have to leave your house The subsequent objective for Highlands Coffee is to acquire 2,000 users on the company's mobile application during the first month of its release and to initiate a social media campaign on several platforms, including Facebook, Instagram, and Keeping this in mind, the corporation ought to devise a marketing plan that is both straightforward and kind to the consumers of its goods and services In addition, the business needs to promote the Highlands Coffee application to clients at retail locations so that customers can become more acquainted with the brand 2.3 Environmental audit 2.3.1 Macro environment  Political Political factors have a huge impact on the coffee industry in Vietnam, both in terms of the opportunity and the risk that they present A coffee organization has been established by the state to manage and develop coffee to safeguard each other's monopolistic behavior to maintain production costs and make exports easier Disputes in the market have an impact not only on the interests of enterprises but also on the protection of the market interests of Vietnamese coffee In addition, the complex administrative procedures that currently prevent foreign investors from entering the coffee business in our country have yet to be improved upon and need to be addressed  Economic 0 Vietnam is currently on the road to economic development and technological advancement Since the COVID outbreak, the economy has developed in a manner that is both more swiftly and consistently stable People in general and residents of Ho Chi Minh City, in particular, have been enjoying an elevated standard of living as a result of recent economic growth People start to find themselves in a range of settings and wish to respond to a variety of social requirements, such as the want to host friends and family members, the desire to go to stores to meet friends after work, or the desire to have an environment conducive to learning At this time, there is a massive amount of demand for utilizing the aforementioned service, which results in a significant increase in profits  Social As a result of the improvement in the Vietnamese people's level of living, the intensity of their desires to consume food and drink, acquire clothing, and continue to live their lives is also growing One of the most popular activities that people in Vietnam like doing is getting together with their loved ones and friends to share a cup of coffee Coffee, when drank in moderation, is not only a delicious beverage but is also incredibly beneficial to one's health Coffee is a beverage that can be enjoyed by a diverse group of customers, including those who are in school, have jobs, or come from other working-class backgrounds It is clear that coffee has a long history of being intertwined with Vietnamese culture and is an integral component of the majority of people's day-to-day activities in the country The process of filling a cup with a dark liquid that contains caffeine is no longer the only meaning attached to "going coffee." Instead, "going coffee" has grown into a verb that represents meeting, interacting, and sharing drinking experiences as well as venues As a result, in contrast to a great number of other dining establishments, Highlands Coffee does not solely deal in coffee or beverages that are not coffee-based They achieved the desired results The answer is service During the time of industrialization, people frequently went to cafes to drink coffee They are willing to pay a reasonable amount of money to have a luxurious environment, excellent working seats, and meeting and discussion rooms  Technological The advancement of science and technology, in particular biotechnology, is quickening Because of advancements in applied agricultural research, new crop types that have a high quality, uniformity, and steady yield are going to be able to be developed Coffee, tea, and 0 possibly even some seasonal fruits will become less reliant on favorable climatic conditions as a result of advances in production methods and processes for coffee and tea The methods of cultivating plants in a greenhouse are more generally understood and have more suppliers for manufacturing The strain and dependence placed on suppliers are alleviated, and a wider range of possibilities is made available as a result  Environmental Coffee and tea may be grown in Vietnam's tropical monsoon environment successfully in huge quantities, with a wide variety of flavors, and a reliable supply of leaves Coffee trees are planted in the Central Highlands, which are known for their excellent yields, while tea plants are produced in Thai Nguyen and other areas that have optimal soil, water, and climate conditions to create high-quality goods The merchant that has a broad selection of beverages will find this to be an extremely useful feature The rate of the business is consistent, it is not impacted by the changing of the seasons, and it is ideal for growing the size of the store  Legal Employment, quotas, taxation, commodities, imports, and exports of Highlands Coffee are all taken into consideration by the legal aspect of the business 2.3.2 Micro environment  Industry competitors Figure 2.1 Competitors of Highlands Coffee Source: Dat Nguyen, 2021 After a period spent developing their products, the surviving coffee chain businesses are now prepared to compete It would appear that Starbucks, Highlands, and Trung Nguyen are 0  Substitute products The availability of alternative products is one of the significant elements that have a significant impact on the number of products used by the organization The higher the level of technological advancement, the greater the number of available alternatives When more products can be used as an alternative, there is a larger amount of pressure placed on the sales operations of the organization To alleviate the pressure that is being applied by alternative products, brands need to implement specific solutions such as investing in technological innovation to improve product quality to compete with alternative products, focusing on creating differentiated products, or promoting alternative products promotion Figure 2.2 Threats from substitute products Source: Geli, 2019 KEY EXTERNAL FACTORS WEIGHT RATING WEIGHTED SCORE Opportunities Vietnam is the world's largest coffee-producing 0.12 0.22 Policies to aid the recovery of the economy 0.06 0.36 Technology development 0.06 0.36 Great market potential, more and more people 0.04 0.12 country prefer going to cafes to work and study 10 0 Coffee is a popular beverage among 0.04 0.16 Capture customer tastes 0.03 0.03 Economic growth 0.09 0.27 Interaction with the global marketplace 0.06 0.18 Economic pressure during the pandemic 0.09 0.27 10 Consumer tastes are quite diverse 0.04 0.04 11 Pressure from competitors 0.12 0.48 12 Impact of the Covid-19 epidemic 0.09 0.27 13 Customers prefer other brands 0.04 0.08 14 Variety of substitute products 0.06 0.18 15 People increasingly concerned about health 0.06 0.18 Vietnamese people Threats and food safety Total 1.00 2.98 Table 2.1 External factor evaluation matrix for Highlands Coffee (EFE) The fact that the total score for Highlands Coffee was 2.98, which was higher than 2.5, demonstrates that the company's capability and response to external opportunities and threats are quite good This allows the company to react positively to a large number of opportunities that are brought about by the environment The effects of the external environment, as well as the hazards posed by the external environment, are brought down to levels where they can be controlled 11 0 2.4 Organizational audit KEY INTERNAL FACTORS WEIGHT RATING WEIGHTED SCORE Strengths Young and enthusiastic staffs 0.2 0.6 Customer base in 24 provinces in Vietnam 0.08 0.32 Variety of products 0.1 0.3 Appropriate and effective marketing strategy 0.1 0.3 Clean, stylish, and spacious space 0.08 0.24 Great location in the centre 0.1 0.4 Variety of payment methods 0.05 0.2 Active financial resources in branches 0.08 0.24 Price is not suitable for all classes of customers 0.06 0.06 10 No store in rural 0.05 0.01 11 No customers feedback section 0.06 0.12 12 Discrepancy in branches 0.04 0.04 Weaknesses Total Table 2.2 Internal factor evaluation matrix for Highlands Coffee (IFE) 12 0 2.92 The team at Highlands Coffee is consistently praised for their friendliness and dedication to providing excellent service Besides that, the crew is also carefully chosen and trained Customers will constantly feel like they're entering a new store when they shop at Highlands because the company frequently hires new, vibrant, and passionate staff members Because employees, not executives, are the ones who will have direct contact with customers, a company's ability to attract and retain good employees is critical Many customer files can be accessed through a customer base spread throughout 32 regions in Vietnam Highlands divides its menu into two parts: drinks and food Highlands drinks are Café, Tea, and Freeze Bread and cakes are common foods Product diversity is another issue that should not be overlooked because it enables clients to choose things that are both within their price range and satisfy their preferences In Vietnam, Highlands Coffee is among the most well-known brands of coffee available The 7P Marketing Mix methods have been successfully used by Highlands Coffee, which has contributed to their success Because it will aid in the expansion of brand recognition, and efficient marketing plan is another factor that makes a significant contribution to the success of the company Highlands Coffee has successfully adopted 7P Marketing Mix techniques An efficient marketing plan adds to the success of the company by increasing brand awareness Highlands exclusively choose to open stores in high-class commercial locations and central sectors of the city, usually in the suburbs This makes it possible to reach a wider range of potential customers Payment can be made in a variety of ways (including cash, bank cards, e-wallets, and other digital wallets), and this gives customers more options when it comes to making purchases Highlands Coffee should not only build on its strengths but also fix its weaknesses if it wants to grow as a business Even though the prices are about average, they need to go down a little bit to attract new customers Highlands Coffee needs to open a few more stores in rural areas so it can increase its customer base They also need to pay attention to how they listen to and respond to customer feedback Most importantly, they need to make sure that prices and quality of products and services are the same at each branch The opening of several systems will make it difficult to control the quality of the services and goods provided by each system, which will result in a discrepancy in quality between the various branches Closer management should be implemented by senior executives in each department 13 0 THE INTERNAL – EXTERNAL (IE) MATRIX The IFE score is 2.92, and the EFE score is 2.98, as shown in Figure 2.3 This indicates that the existing stance taken by Highland Coffee will not change They can preserve both their reputation and their consumer base by adhering to this existing approach If they alter their policy, they will be able to compete with other coffee shops for more consumers and retain existing ones Figure 2.3 The Internal - External (IE) Matrix 2.5 The trigger events A trigger event is a change in the environment that brings about the necessity for an organization to undergo change The entire organization is impacted when trigger events take place After what seems like no time at all, new requirements are brought to light, and it becomes necessary to reconsider past choices Quite frequently, management will become aware of new priorities and decide to alter the path that the firm is going in as a result The existence of trigger events is an evident necessity during the formation and development of any business This is necessary so that the business can grow more and more in accordance with the trend of users 14 0 Obviously, Highlands Coffee has also been affected by three trigger events in recent times Firstly, it is abundantly obvious that the COVID-19 epidemic has had a significant impact on all parts of the economy as well as social life This pandemic has altered the trends of buying and selling, as well as reduced consumption, demand, and the purchasing power of commodities Due to a large fall in income, consumers are also finding it difficult to purchase essential products As a result of the COVID-19 epidemic, the economy has been plunged into chaos, and it is obvious that this would have a detrimental impact on the business results of the food and beverage industry Secondly, as a direct result of the public health emergency, the local authorities in Ho Chi Minh City have made the decision to shut down some commercial businesses These include movie theatres, coffee shops, bars and clubs, internet cafés, and karaoke bars, amongst others As a result, Highlands Coffee had to limit and then stop serving customers in-store In addition, the restriction has put some enterprises in a precarious position, particularly those involved in the operation of cinemas, such as CJ CGV, which has ceased its business in the city for about two weeks Even more revealing is the fact that the majority of its cineplexes are situated within shopping malls, which are also home to a large number of eateries and coffee shops, like Highlands Coffee Cafes are popular hangouts for young people after dining out or watching a movie at the theatre As a result, the collapse of these businesses has had an indirect influence on Highlands Coffee Generation Z - the generation born after the internet became widely available - the number of online customers has increased as a result of the epidemic The use of digital technology to make purchases and shopping is, thus, a foregone conclusion among today's youth Because of this, Highlands Coffee is eager to build a new business model for the company Finally, Covid-19 alters people's habits, especially coffee consumption New habits of buying takeaway coffee are becoming commonplace since they are easy, safe, and cheaper than sitting down to a cup of coffee It's possible for customers to save time and money by using products and services from the comfort of their homes Convenience is now a major factor in determining what people buy in the setting of the "new normal" that we've entered 2.6 Implications of changes and results Due to the fact that the food and beverage industry has been affected particularly hard by the epidemic, Highlands Coffee has stepped up its efforts since Vietnam began reducing social distance in October 2021 in preparation for life in the new normal As a result of the COVID15 0 19 outbreak in Ho Chi Minh City, Highlands Coffee is shifting its focus on conducting business through the online and takeaway distribution channels This strategy is currently being utilized in a significant way by the retail industry as a whole Highlands had signed up to work together in the process of using a third-party delivery service (GrabFood, Baemin, ShopeeFood), and building their own app (Highlands) It is helpful to use that kind of platform during the epidemic since it allows everyone to obtain their food without having to go outside In addition, the management of the coffee business utilized social media to advertise their wares It makes it easier for customers to access information about products and encourages them to make purchases During this period of social distance, Highlands Coffee will be able to keep some of its revenue steady if it continues to operate in this manner Moreover, to keep up with the times and remain competitive, each of the major beverage chain companies has undergone significant development and transformation As a result of Covid, the F&B industry's main companies quickly realized that kiosks and coffee trucks provide a number of advantages over more traditional business models The competition to duplicate the kiosk model constitutes the largest push that the giants are making into the market Since the middle of the year 2020, Highlands Coffee has been placing its coffee carts in front of its stores or on the pavements of busy streets The model of doing business based on takeaway satisfies the majority of the demand, which is especially important in a market where customer behaviors have shifted as a result of the COVID-19 epidemic As a short-term solution for F&B organizations to test new market segments and boost brand exposure, the mobile kiosk model and coffee trucks are viable options Highlands Coffee has been able to reduce costs to attract more customers The purpose of these changes is to facilitate the continued growth and maintenance of the Highlands throughout the pandemic caused by the Covid-19 pandemic, consumer behavior change, and new model business (vietnamnews, 2021) In order to boost their revenue, the coffee shops signed up for several online food delivery services, such as GrabFood, Baemin, and ShopeeFood It is helpful to use that kind of platform during the epidemic since it allows everyone to obtain their food without having to go outside In addition, the management of the coffee business utilized social media in order to advertise their wares It makes it easier for customers to access information about products and encourages them to make purchases 16 0 Figure 2.4 Announcement from Highlands Coffee before the anti-COVID-19 regulations Source: Highlands Coffee, n.d Figure 2.5 Highlands Coffee on third-party delivery applications Source: Highlands Coffee, n.d 17 0 Figure 2.6 Highlands Coffee’s Application Source: Highlands Coffee, n.d To the Kiosks and coffee trucks, this model diversifies revenue streams In the context of the problematic and long-term Covid epidemic, shops have not been opened on-site or reopened but are not allowed to service maximum capacity Small take-out stores like kiosks and coffee trucks will be F&B chains' lifeline Small kiosks and coffee trucks can suit the needs of clients who buy takeout or online fast and conveniently The second benefit of the kiosk model is that it helps business owners save money and improve their operations With its small size and easy-to-use features, a kiosk is a great way for big brands to save money on space, streamline their operations, and potentially reach everyone in the world The kiosk is "easy to open, easy to close, and easy to duplicate," which is perfect for business environments that change quickly According to the sales staff at Highlands, the model was released onto the market two months ago It operates daily between the hours of 7:00 and 9:00 in the morning, and each trolley sells a few dozen takeaway cups on a daily basis at a price of VND29,000 each Convenience and low prices make it a popular choice for clients every morning An increase in revenue is a good indicator for Highlands Coffee in the post-Covid-19 time Figure 2.7 Kiosks and Trucks Coffee of Highlands Cofee Source: vietnamnews, 2021 18 0 2.7 Organizational culture for changing Changing the culture of an organization is one of the difficulties that organizations face Both the company's social culture and its business culture are on exhibit at Highlands Coffee as the company's corporate culture Customers in Vietnam are able to feel more at ease when they shop at the brand since the company upholds a social culture that is reflected in its emblem by the combination of colors and images that are traditionally associated with the highlands Along with Dong Ho's contemporary painting and Blood Donation Day (Highlands Coffee, 2020) Highlands Coffee's social culture is expressed not only in its tagline, which reads "Journey to propagate the pride derived from the soil of Vietnam" (Highlands Coffee, n.d.), but also in the company's other social initiatives Regarding the business's corporate culture, which can be seen reflected in its cafe culture, service culture, new product development culture, ethical standards, and principled practices Highlands Coffee must change its culture to adapt to market changes COVID-19 is difficult To build brand-employee cohesion, the company must develop an efficient working environment, emphasize employee safety, and support salaries Highlands Coffee should give staff creative tasks that let them generate superior products and services Managers will help employees their jobs easily and without restriction In addition, Highlands Coffee's culture made a transition once the company made the decision to switch to a new business model that involved coffee kiosks and coffee trucks This represents a transition in a culture that has an effect on the mental state of people As can be seen, the leaders of Highlands Coffee presented and explained so that everyone understood the benefits of operating with the two models mentioned above, and they involved people in the process of implementing the common goal of change in the context of the pandemic This can be seen as a positive step toward addressing the pandemic In addition, for brands to progress, they need to adopt new technologies Each leader and manager at Highland Coffee is required to innovate the management approach used by the brand, and each employee is required to update their own manner of working in order to accommodate the introduction of new technologies In conclusion, the process of cultural integration and the growth of Highland Coffee have both been significantly influenced by the cultural shifts that have taken place In addition to the path toward cultural transformation that was suggested by the group, it will assist brands in accomplishing their overarching goals 19 0 2.8 Future changes When it comes to enterprises, sustainability serves as an incentive for companies to preserve and improve their existing resources in the future by progressively modifying how they create and make use of technological advancements Of course, Highlands Coffee is not an anomaly in this regard The company always sets reasonable development goals for itself and innovates in all aspects, from product design to customer care and customer service, to meet the needs of the target market This helps the company make a positive impression on customers and other parties related to the business For Highlands Coffee to be able to contribute to the growth of the brand in the future in a manner that is more environmentally responsible, in addition to the aims and innovations that are now in place, additional new adjustments are required The first adjustment that needs to be made is for Highlands Coffee to create a system for its employees After they have been hired, employees will, as a result of this change, take part in training courses offered by the company on the relevant skills to ensure the highest possible level of service quality for clients Candidates whose applications have been received by the company will begin their jobs with at least three days of training provided by the company, depending on the position being filled The organization continues to offer training lasting between two and seven days for professions including chain store management, managerial assistant, and marketing The next adjustment that Highlands Coffee needed to make was to put an elimination strategy into effect The corporation should focus on investing more resources in institutions that have superior competitive advantages, increasing business efficiency, and attracting new potential clients It should also consider selling any businesses that are not profitable As a result of the widespread availability of digital technology and portable electronic devices in today's society, nearly all cafes are developing mobile applications As a result, Highlands Coffee ought to consider establishing applications for mobile phones that allow for online shopping and have built-in support for electronic payment methods Customers will be able to order food, reserve a table, and pay for it all using an application that will incorporate information about Highlands for them, such as the display of the location of the store that is closest to them, menus, and promotions This fashionable change not only delivers advantageous advances to the organization in the form of a faster way to serve consumers, reduced costs associated with the service employees, and assistance to customers in reducing 20 0 the amount of time they spend ordering and performing bar math By utilizing the application, it is possible to avoid congestion and ensure everyone's safety, which is especially important while the pandemic is still in its somewhat complex early stages 21 0 CHAPTER 3: CONCLUSION AND RECOMMENDATIONS Highlands Coffee is a household name among Vietnamese coffee lovers It's little wonder that Highlands Coffee has so many locations around the country: it's the country's number one coffee shop Highlands Coffee, on the other hand, must perform online sales on its own social platforms and applications if it hopes to expand We can see that the only way for a firm to mature and become more successful is through consistent change, which is why it is an essential component of every company The epidemic has fundamentally altered the ways in which an enterprise formerly operated Organization change management is the most important instrument for businesses to use in order to successfully manage this transformation and help their staff adjust to the new normal For this reason, Highlands Coffee must continually assess its strengths and limitations in light of both internal and external factors while formulating a business development strategy and action plan for the future If the company wants to expand in the food and beverage industry in Vietnam, the quality of the products and services offered at its various branches needs to be improved It is necessary for the branches to coordinate their quality and pricing in order to minimize disparities The firm really needs to lower its pricing if they want to get more clients Because workers will be change agents who interact with customers, the business has a responsibility to instruct them appropriately To never fall behind, the corporation must learn new forms, amazing items from competitors, and client preferences 22 0 REFERENCES Dat Nguyen (2021, June 30) Coffee chains race to establish global presence E.Vnexpress.Net Geli, B (2019, June 18) Love milk tea? Here are some healthier alternatives Gmanetwork https://www.gmanetwork.com/entertainment/celebritylife/food/51892/love-milk-teahere-are-some-healthier-alternatives/story Highlands Coffee (n.d.) About Highlands Coffee Retrieved June 7, 2022, from https://www.highlandscoffee.com.vn/en/about.html Highlands Coffee (2020) Ngày hội Hiến máu Nhân đạo 2019 - Humanitarian Blood Donation Day 2019 Highlands Coffee oriagency (2022) Chiến lược marketing giúp khắc phục điểm yếu Highlands Coffee thị trường Việt Nam - Marketing strategy to help overcome the weakness of Highlands Coffee in Vietnam market Oriagency.Vn https://oriagency.vn/diem-yeu-cua-highlandcoffee Tat Dat (2021, July 21) Food-beverage businesses struggle to survive amid pandemic E.Vnexpress.Net https://e.vnexpress.net/news/business/industries/food-beveragebusinesses-struggle-to-survive-amid-pandemic-4328034.html vietnambiz (2021) Highlands Coffee, Phở 24 đổi thay sau tay công ty Philippines? - How did Highlands Coffee, Pho 24 change after returning to the Philippines company? Vietnambiz.Vn https://vietnambiz.vn/highlands-coffee-pho-24doi-thay-ra-sao-sau-khi-ve-tay-cong-ty-philippines-20210318120 23 0 vietnamnews (2021, December 6) Big cafe brands scramble for share of takeout market Vietnamnews.Vn https://vietnamnews.vn/economy/business-beat/1093670/big-cafebrands-scramble-for-share-of-takeout-market.html zinpro (2022, January 19) App Highlands Coffee - Āng dụng đặt đồ cÿa Highlands Coffee App Highlands Coffee - Highlands Coffee’s ordering app Zinpro.Vn 24 0 ... organizational culture, and a discussion of future changes, the research makes a recommendation for a change management project that is suitable for the company The study of corporate change management. .. owner of the 0 Highlands Coffee brand name and trademark The Highlands Coffee brand was established out of a love for Vietnam and a passion for coffee, with the intention of elevating Vietnam''s... company performance is referred to as change management Based on an examination of the goal system, an evaluation of both external and internal causes, a description of trigger events and organizational