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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE 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 CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLAN DS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE CHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY OF.HIGHLANDS.COFFEECHANGE.MANAGEMENT.PROJECT.a.CASE.STUDY.OF.HIGHLANDS.COFFEE