Phuc Long kiosk model combined with Vinmart source:phuclong.com.vn...9Figure 1.3 Bestsellers ’s Phuc Long tea...11Figure 1.4 Interior space at Phuc Long store.. Overview of the enterpris
UNIVERSITY ECONOMICS AND LAWS FACULTY OF INORMATION SYSTEM FINAL PROJECT BUILDING A DIGITAL TRANSFORMATION SOLUTION FOR ENTERPRISES GROUP 7 PHUC LONG BUSSINESS Teacher: PhD Lâm Hồng Thanh Students: Trần Trương Ngọc Hân K214110832 Phan Nguyễn Trúc Loan K214110838 Đỗ Thị Nhung K214110844 Phan Gia Huy K214110834 Lê Minh Thư K214040314 August, Ho Ch1i Minh City, 2022 TABLE OF CONTENTS I Overview of the enterpri 4 1.1 The history of fo 4 1.2 Vision, mis 4 1.2.1 Vis 5 1.2.2 M 1.2 1.3 B 1 5 6 8 8 1.3 8 1.3.8 Cost structur 10 1.3.9 Revenue Stream 10 1.4 Business operation overview .10 1.4.1 Field of Business .10 1.4.2 Phuc Long's products 10 1.4.3 Price 11 1.4.4 Primary activities in stores 11 II Analysis of enterprise .12 2.1 SWOT 12 2.1 1 Strengths: .12 2.1.2 Weaknesses: 14 2.1.3 Opportunities: 14 2.1.4 Threats: 15 2.2 Solution/Recommendation: 15 2.2.1 Identify the problem .15 2.2.2 Role of the App: 16 2.2.3 Leverage social media to share brand stories through gamification 23 2.2.4 The benefits of solving these problems: 24 III Implementation .25 3.1 Planning 25 3.1.1 Long-term goals: .25 3.1.2 Short-term goal: 25 3.2 Implementing .27 3.2.1 Phase 1: 27 3.2.2 Phase 2: 28 3.3 Risk management 32 3.3.1 "Inherent" corporate culture: 32 3.3.2 High cost: 32 3.3.3 Information leakage: .32 IV Conclusion 32 4.1 Solution Evaluating 32 4.1.1 Suitability: 32 4.1.2 Feasibility: 33 4.2 Solution Controlling 34 4.3 ROI 36 REFERENCES 40 LIST OF FIGURE Figure 1.1 Phuc Long's memorable milestone .2 Figure 1.2 Phuc Long kiosk model combined with Vinmart (source: phuclong.com.vn) 9 Figure 1.3 Bestsellers ’s Phuc Long tea 11 Figure 1.4 Interior space at Phuc Long store 12 Figure 2.1 Phuc Long App’s project (Source: behance.net) 17 Figure 4.1 Phuc Long's business results over the years 36 Figure 4.2 Revenue and profit after tax of Phuc Long compared to other brands .37 I Overview of the enterprise 1.1 The history of formation In the famous tea plateau Bao Loc ( province Lam Dong), Phuc Long was created with the anticipation of bringing quality tea and coffee products in 1968 In the 80s, Phuc Long operated the first three Ho Chi Minh City stores on Tran Hung Dao, Le Van Sy, and Mac Thi Buoi streets to introduce pure Vietnamese tea and coffee products to domestic and international customers In particular, the Phuc Long Mac Thi Buoi store located in the center of District 1 is the first to serve Phuc Long's signature brewed tea drinks and high-class brewed coffee These stores were usually only operated at luxury stores and restaurants of that period In 2000, Phuc Long Trading Production Co., Ltd was officially launched In 2007, Phuc Long owned a tea hill in Thai Nguyen Phuc Long finds Thai Nguyen Tea to be competitive in terms of taste, appearance, and distinctive water quality, but like teas in other localities, controlling residues by food hygiene and safety standards Products of the world, Thai Nguyen tea still suffers the same fate of "not meeting standards" Clearly defining the goal to maintain and protect the inherent natural quality of Thai Nguyen tea, Phuc Long quickly decided to invest in building a tea processing factory in Thai Nguyen Phuc Long hopes that by setting up the factory right in the raw material area, it is possible to ultimately maintain the "quality" of Thai tea while minimizing the conditions for growing, harvesting, and processing to ensure overall quality management issues At the same time, in 2007, Phuc Long invested in a tea and coffee processing plant in Binh Duong, equipped with many modern equipment and machines, with HACCP certification This process ensures food safety and hygiene standards, intending to provide the supply of quality products, serve the domestic market, and meet export 1 demand Also, from here, Phuc Long Tea has fully met the standards to be present in fastidious markets such as the US, Japan, Indonesia, and the Philippines… In 2012, one of the Phuc Long Coffee & Tea stores at Crescent Mall District 7 was launched, marking the official expansion of Phuc Long into the food & beverage industry (Food & Beverage) Also, the Phuc Long store was operated under the automatic model served in a modern space Together with our team of effective associates, Phuc Long made an event marking a turning point in the development history of Phuc Long In 2015, Phuc Long built ten stores in Ho Chi Minh City Step-by-step brand positioning is associated with strong tea and coffee products and drinks in customers' minds After three years, the second factory in Binh Duong was built, owning two tea hills, Thai Nguyen and Bao Loc Likewise, more than 40 Phuc Long stores were built in Ho Chi Minh City, Binh Duong, Nha Trang, Da Nang, and Hanoi 2018 is also the year Phuc Long decided to expand the brand to the North, after a period of research and market survey with Phuc Long's first store located in Hanoi In 2019, develop 70 stores and continue to build and expand the store system stretching from South to North Besides, increasing the coverage of tea and coffee products to all systems: supermarkets, convenience stores, and e-commerce channels 2 Document continues below Discover more fCrhoumy:ền đổi số UEL1 Trường Đại học… 195 documents Go to course [221MI5217] Group 7 CASE GROW 17 100% (5) Trắc nghiệm Chuyển đổi số 2 78% (27) Practical 02 Google Teachable Machine 4 Chuyền 100% (1) đổi số Chapter 02-AI and Digital… 100% (1) 18 Chuyền đổi số 222MI5216 Group-3 Final-Project 31 Chuyền 100% (1) đổi số 221MI5207 Group 3 Teachable Machine 11 Figure 1.1 Phuc Long's memorable milestones Chuyền đổi 75% (4) số Phuc Long believes that each tea and coffee product will be more and more excellent when created from constant striving and passion Furthermore, the connection based on trust, honesty, and trust contributes to bringing the beauty of tea & coffee culture to fly higher and further Continuing efforts, from the first store, until now, Phuc Long has built more than 80 stores in the areas of Ho Chi Minh City, Binh Duong, Bien Hoa, Can Tho, Da Nang, Nha Trang, and Hanoi, serving fresh drinks from tea and coffee Not stopping there, Phuc Long continues to develop and expand the storage system from South to North Increase product coverage to all systems: supermarkets, convenience stores and 1.2 Vision, mission, and core values 1.2.1 Vision With the view of its corporation constantly expanding the market - sustainable development- Phuc Long strives to become a company specializing in producing and exporting high-value tea and coffee in Vietnam Phuc Long wishes to create a Vietnamese brand with class and quality reflected in each product, slowly maintaining its role in the international market 1.2.2 Mission Become a pioneer of the times with innovative ideas at the forefront of the tea and coffee industry Let us bring brands to shine, motivate each other, and turn ideas into reality with the spirit of cohesion, interaction, listening, and respect 3 To create joy and affection for customers, we must constantly shine Do not let the ability to sleep regularly challenge difficulties; constantly renew the inside valuable Create high value by understanding, empathy, and fundamental value propositions, satisfying customer satisfaction 1.2.3 Core values For customers: Committed to providing the best quality products and services For employees: Building a professional, dynamic, creative, and humane working environment, creating favorable conditions for high income and fair development opportunities For society: Harmonizing business interests with social benefits Actively contributing to community-oriented activities Demonstrating a sense of responsibility towards society 1.3 Business model Our group will discuss and analyze Phuc Long's business model canvas here 1.3.1 Key partners Ingredient suppliers: For a more varied menu, Phuc Long works with various ingredient suppliers, including Vinamilk (condensed milk, aloe vera yogurt), Hifood (whipping cream anchor), and Pigeon (soaked lychee, soaking longan), as well as cake suppliers Electronic payment apps: Customers have additional options due to Phuc Long's partnership with electronic payment applications like Momo, Shopee Pay, and 4 Airplay, and apps that offer discount codes during special events will encourage customers to visit the shop more often to use the discount coupons Supermarkets and convenience stores: Phuc Long collaborates with supermarkets and convenience stores to display and sell its tea and coffee goods Cooperation with Masan: On May 24, Masan invested 15 million USD in purchasing 20% of Phuc Long Heritage Joint Stock Company As a result, more than 2,200 Vinmart stores now have "Phuc Long kiosk" Although it was impossible to meet customer demand for on-site services during the epidemic because of Directive 16, a partnership with Vinmart to open Phuc Long takeaway stores still allowed customers to use the company's products As a result, corporations could generate profits at that moment when most of the coffee industry was severely impacted by Covid 19 Shipping unit: To address the demands of clients during the epidemic periods, Phuc Long also works with other transportation applications, including Gojek, GrabFood, Baemin, and the shipping firm itself 1.3.2 Key activities Sell tea and coffee products: Phuc Long's main activity is to sell tea and coffee products Due to the supply from two sizable tea hills in Thai Nguyen and Bao Loc, the cost of products is relatively low It makes this activity a lucrative enterprise and Phuc Long's primary source of revenue Sell new goods for special events: Additionally, introducing new goods for special occasions, such as mooncakes, gift bags, water glasses, keychains for openings, Etc It helps customers be more enthusiastic and interested in Phuc Long on every special occasion 5