TOPIC INTERNATIONAL BUSINESS STRATEGY FOR 3 YEARS (2023 2025) HIGHLANDS COFFEE IN THE NETHERLANDS

THE FINANCIAL UNIVERSITY OF FINANCE – MARKETING FINAL ASSIGNMENT TOPIC: INTERNATIONAL BUSINESS STRATEGY FOR YEARS (2023-2025) HIGHLANDS COFFEE IN THE NETHERLANDS Implementation group: PHAM BA QUOC (Student ID: 1921005179) LE PHUNG TUE MAN (Student ID:1921005113) HOANG VIET TAN (Student ID:1921005193) Lecturer/Tutor/Facilitator: HUYNH THI THU SUONG Page 0 Table of Contents I Executive Summary The importance of building a business strategy Objectives of the report II Introduce Overview of Highlands Coffee company Highlands Coffee developed in the Netherlands III Highlands Coffee PESTLE MODEL IN THE Netherland Market Political problems 1.1 Political system 1.2 Political stability 1.3 Political relations with Vietnam Economic problems 2.1 Product Consumption 2.2 Average income 10 2.3 Economic relationship with Vietnam 11 Social issues 11 3.1 Population size 11 3.2 People's attitude to the product 11 Technology problem 11 4.1 Ecommerce 11 4.2 Intellectual property rights 12 Legal issue 12 5.1 Current legal system 12 5.2 Principles of cooperation with Vietnam .12 Ethical issues 12 6.1 Corruption rate 12 6.2 People's views on environmental protection 12 IV AUDITING THE BUSINESS MARKET IN THE NETHERLANDS 13 Market potential 13 The level of competition 13 3, Political and legal environment .13 Social and cultural influences .14 V PLAN FOR BUILDING INTERNATIONAL BUSINESS STRATEGY IN THE Netherlands IN YEARS (2023 - 2025) 15 SWOT matrix analysis of Highlands Coffee in the Netherlands 15 Formulate a strategy within years (2023 - 2025) .15 Page 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS 2.1 Market penetration strategy .16 2.2 Market development strategy .16 2.3 Product development strategy 16 Choose the method of market entry .17 3.1 For franchisors 17 3.2 For franchisees 17 Highlands Coffee's available product lines 18 4.1 Phindi - new generation coffee 18 18 4.2 Espresso 18 4.3 Freeze no coffee 19 4.4 Tea 19 4.5 Cake 19 Product pricing of Highland Coffe in the Netherlands .20 5.1 Cost-based pricing .20 5.2.Competitor pricing 20 Distribution method of Highlands Coffee in the Netherlands 21 6.1 Target market 21 6.2 Positioning Strategy (Quality Positioning) 21 6.3 Set up distribution channels .21 Promotional activities may apply 22 Estimate the budget needed for the plan 22 VI CONCLUSION 23 VII REFERENCES 24 Page 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Member scorecard: NAME PHAM BA QUOC LE PHUNG TUE MAN HOANG VIET TAN STUDENT ID 1921005179 1921005113 1921005193 Page 0 SCORE 33,3% 33,3% 33,3% TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS I EXECUTIVE SUMMARY The importance of building a business strategy Business activities of enterprises are always influenced by external and internal factors Therefore, building a business strategy helps businesses orient their operations in the future through analyzing and forecasting the business environment Building a business strategy helps businesses be both flexible and proactive to adapt to market fluctuations, while also ensuring that businesses operate and develop in the right direction That can help businesses strive to improve their position in the market Objectives of the report The goal of building a business strategy is to expand the Highlands Coffee market to all over the world Specifically here is the Netherlands, to be able to develop product brands Besides, expanding the scale of the business to be able to reach more customers in order to increase the profit earned from the product II INTRODUCE Overview of Highlands Coffee company Highlands Coffee is a very familiar name for those who are passionate about coffee or fast food in Vietnam, especially young people or those who have worked Highlands Coffee was founded in 1999 by an overseas Vietnamese businessman named David Thai with a strong love for his homeland, ready to leave his family in the US to return to Vietnam to set up a business Figure 1: Founder of Highlands Coffee Page 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Mr David Thai is the founder of Highlands Coffee Group Mr David Thai was born and raised in Vietnam in 1972, at the age of his family moved to the US and settled in Seattle He studied business administration at the University of Washington, which is one of the most famous schools in the US Figure 2: Highlands Coffee's store Highlands Coffee developed in the Netherlands The Netherlands consists of islands belonging to Aruba and the autonomous territory of the Netherlands Antilles belonging to the Kingdom of the Netherlands in the Caribbean Sea The Netherlands is located in Western Europe, to the east by Germany, to the south by Belgium, to the west and north by the North Sea The climate in the Netherlands is characterized by a temperate oceanic climate, with an average temperature of 10 degrees Celsius to 25 degrees Celsius Because of the north and west facing the Atlantic Ocean The weather in the Netherlands is very mild and pleasant Page 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS g generations full of enthusiasm, creative and m Vietnamese coffee beans combined with the 4.2 Espresso Espresso cups full of flavor due to An elaborate combination of two types of coffeepremium Arabica and Robusta coffee, And most importantly the skill of concocting Training from the Barista will make customers customers have new experiences Figure 9: Espresso 4.3 Freeze no coffee The new and sophisticated taste of ground coffee combined with the cool green tea flavor will create a unique flavor, enough to impress all classes of Dutch people 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Figure 10: Freeze Green Tea 4.4 Tea The typical deliciousness of tea flavor is reproduced by Highlands Coffee in iced tea dishes With a diverse and rich flavor combination, tea is the ideal refreshment on hot days Figure 11: Tea 4.5 Cake The cakes with typical traditional flavors are handcrafted in Higlands' kitchen with assurance of quality and food safety Light cakes are a harmonious choice when combined with drinks when enjoying at the bar Figure 12: Cakes Page 21 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Product pricing of Highland Coffe in the Netherlands 5.1 Cost-based pricing Highlands Coffee is always aiming for long-term profit after entering the market, the valuation method is calculated as follows: Selling price = Import price of raw materials + Other business expenses + Profit Normally, businesses will apply an average profit of about 10-20%, to bring stable profits and growth for the company 5.2.Competitor pricing The company often considers determining a moderate profit to offer a price lower or equal to other competitors, but always maintains the spirit of bringing quality, safe and hygienic products to increase customer satisfaction compete for the products the company offers Page 22 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Figure 13: Price list of some cafes in the Netherlands As we can see in the picture, Dutch cafes all sell products in the range of € - 20 € (about 100,000 VND - 500,000 VND) which is almost similar to foreign competitors like STARBUCKS with prices around € - 10 € (about 125,000 VND 250,000 VND) or other domestic coffee brands From there, we can determine that the average price of Highlands Coffee will be around € - € (about 100,000 VND - 200,000 VND) The price of Highlands Coffee's cakes will also be around € - € (about 75,000 VND - 150,000 VND) With such an average price, it will be very suitable for all age groups of customers That will become a strong point for the long-term profitability of the business Page 23 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Distribution method of Highlands Coffee in the Netherlands 6.1 Target market In the Dutch market, Highlands Coffee will initially choose locations near companies, offices, and schools with mid-range store rents to easily reach target customers Highlands Coffee's target customers towards the Dutch market are students, business people, people with good and average income With the average age that Highlands Coffee targets is 18-50 years old After building a brand, Highlands Coffee will proceed to expand its network in the centers of major cities such as Amsterdam , Rotterdam , The Hague, 6.2 Positioning Strategy (Quality Positioning) The Highlands Coffee brand will become a high-quality brand in the Dutch market Because the characteristics of the target market are young people, business people, office workers, and have a good to moderate income, the company's products will have lower prices than current competitors in the Dutch market, but the quality is not too much inferior to fine coffee 6.3 Set up distribution channels Highlands Coffee in the Netherlands market will establish two distribution channels: direct distribution channel and indirect distribution channel Direct distribution channels will sell products directly to customers (eg Ahold, Schuitema, Sperwer Holding, Laurus, etc.) Indirect distribution channel, Highlands Coffee will establish with intermediary partners such as coffee agents in the Netherlands, coffee shops to conduct trade in goods To end customers who are using Highlands Coffee's coffee but keeping the company's packaging and logo From there, increasing brand awareness for the company Raising the level of product prestige, making the Dutch market gradually familiar with coffee products from the highlands of Vietnam - Highlands Coffee Promotional activities may apply Promoting promotions and vouchers on online channels has helped Highlands to gain an advantage in the hearts of consumers who often limit going out such as office workers in need And promotions attract younger groups of people and also help promote strong brand exposure Promotions: : the brand creates promotional time frames or days to buy preferential coffee prices, buy get free, 20% off when buying filter coffees, organize promotions such as free coffee Upsize fee for women on March 8th, afternoon tea and cake combo, collect all three stamps, get a free iced milk filter, Page 24 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Estimate the budget needed for the plan For any business operating in the market economy, it is necessary to have financial resources, economic potential is extremely important in the development of the company Financial resources help the company to be stable in production and business activities TOTAL STT DURA ITEMS TION Materials Living expenses (electricity, water, repair, ) EXPENSE COST (YEAR) month 1,750 € 21,000 € month 2,000 euros 24,000 euros Labor costs month 8,000 € 96,000 € Marketing expense month 3,000 € 36,000 € Space costs month 15,000 € TOTAL COST OF THE STORE/YEAR 180,000 euros 357,000 € Table 2: Budget table for a cafe within year VI CONCLUSION Dutch consumers are very health conscious For them, black coffee has health benefits, so they switch to black coffee more, instant coffee tends to decrease But the Dutch prefer decaffeinated coffee, which is not very popular in the Netherlands With strategic management measures analyzed and clarified by our team, we can help Highlands Coffee increasingly assert its brand position in the country in general and the international market in particular In order to bring Vietnam's cultural identity to the international level and affirm its position in the international market Page 25 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS Opportunities and challenges when exporting coffee to Netherlands Opportunities: − Korean coffee market depends entirely on imports − Vietnam is known as an exporter of high quality coffee − Coffee is a popular drink − Low import tax and excise tax exemption Challenge : − Consumers also love bold flavors, cafes in Korea boast that their coffees have the strongest flavors in the world − Taste and price are two points Korean consumers are very interested in when choosing to buy coffee − Korean consumers are also quite loyal to their chosen brand − The coffee market is quite competitive Vietnamese coffee brands in general and Highlands Coffee in particular can completely conquer fastidious consumers in any country if we have quality, a clear international marketing strategy and the right mindset VII REFERENCES An, H (2020) Highlands Coffee, Starbucks, Phuc Long and The Coffee House - how is the "great war" about business? Dung, TM (2021) Highlands Coffee's target market Taken from https://tranminhdung.vn/thitruong-muc-tieu-cua-Highlands Coffee-coffee/ https://doanhnghieptiepthi.vn/thi-truong-ca-phe-quy-3-2020-san-luong-ca-phetoan-cau-giam- nhe-trong-nien-vu-2019-2020-161201023154536962.htm Thon, N (2019) Highlands Coffee microenvironment Page 26 0 TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS TOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDSTOPIC.INTERNATIONAL.BUSINESS.STRATEGY.FOR.3.YEARS.(2023.2025).HIGHLANDS.COFFEE.IN.THE.NETHERLANDS