(Tiểu luận) find out, assessment highlands coffee development strategy complete solutions

Highlands Coffee chooses its own path, because its target customers are those with good and high middle income, or its business goal is to become a leading company in the high-end retail

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE

SALES MANAGEMENT Lecturer: NGUYEN TIEN HUY

Course code: 222.MGT1107E.A11E Name: NGUYEN THI DIEM MY

ID: 215017669

Academic year: 2022 – 2023

-HCM , April 4, 2023

THANK YOU

To complete this final report, I have received a lot of attention, help and guidance from many individuals and groups inside and outside the school.I would like to express my sincere thanks to my supervisor, Dr Nguyen Tien Huy, University of Economics and Finance, who spent a lot of time guiding and helping me throughout the process of making this report.Once again I would like to express my deep gratitude for this valuable

GUARANTEE

I hereby declare that this final report is my own work and that the data collected and analyzed in this report are true All data obtained from other sources are fully cited.

Ho Chi Minh City, April 4, 2023 Students perform

My Nguyen Thi Diem My

COMMENTS OF THE FEMALE TEACHER

Mục lục

1 Reason for choosing the topic 6

2 Objectives of the study 6

CHAPTER 2 : SALE ORGANINIZATION 12

CHAPTER 3 : SELLING PROOCESS 13

CHAPTER 4 : SALES TARGETS 14

CHAPTER 5 : SALES BUDGET 15

CHAPTER 6 : SALES STAFF RECRUITMENT 17

CHAPTER 7 : SALES STAFF TRAINING 18

CHAPTER 8 :MOTIVATION 19

CHAPTER 9 :EVALUATION 19

REFERENCES 21

FOREWORD

1 Reason for choosing the topic

Over the past three decades, coffee has been one of the most important contributors to Vietnam's agricultural sector in particular and to the country's GDP in general Because of that, coffee became popular and popular And also do not know since when, coffee culture and accompanying products and services have formed in the lifestyle of Vietnamese people Coffee brings with it a bitter taste and characteristic aroma that helps us get in the spirit of working for a long busy day Or at times of enjoyment, it brings silence between worries and worries, and it also brings memorable moments with joys and sorrows, sadness, etc Perhaps that's why coffee has long become a drink that doesn't exist indispensable to the majority of Vietnamese people, especially office workers In recent years, the coffee market in Vietnam has become more vibrant than ever with the entry of a series of brands Both at home and abroad, it can be said that Highlands Coffee is still the most familiar name with the nearly 20-year history of accompanying Vietnamese coffee culture Highlands Coffee chooses its own path, because its target customers are those with good and high middle income, or its business goal is to become a leading company in the high-end retail industry in Vietnam Vietnam Therefore, not only focusing on the coffee industry, Highlands Coffee also expands its business with accompanying products and services to meet the increasing needs of customers To be able to meet those needs, Highlands Coffee needs to regularly conduct marketing research activities to explore market needs, or survey customer satisfaction about products and services of the coffee chain from There are changes to best meet the wishes of customers.

Along with the market fluctuations and the specifics of the business field, the company is currently facing difficulties in production and business activities, which are mainly caused by the macro environment at home and abroad such as: Changes in exchange rates, high inflation, rising unemployment, and high lending rates have more or less affected the service industry in particular and other industries in general Facing that situation, the company is making great efforts to overcome difficulties Stemming from the current difficult problems, along with researching the current situation of production and business activities of the company, I chose the topic: "FIND OUT, ASSESSMENT HIGHLANDS COFFEE DEVELOPMENT STRATEGY - COMPLETE SOLUTIONS "

2 Objectives of the study

This study has three research objectives:

– Find out product development strategy and marketing budget for new products of Highlands Coffee.

Analyze the actual situation of Highlands Coffee's marketing to discover the advantages and disadvantages.

– Provide solutions and recommendations to improve marketing efficiency and budget management for Highlands Coffee.

3 Research Methods

In order to achieve the above objectives, the report maker performs the following steps in turn:

Step 1: Collect available information and related documents about the company's sales management activities, information from the instructions of individuals working at the company.

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Step 2: Directly interview and consult with sales staff about the company's current sales management activities.

Step 3: From the income document in step 1 and the interview in step 2, state the current situation of sales management activities at the company.

Step 4: From the current situation of sales activities of the Company in step 3, the report maker makes comments and suggestions and suggestions for the company's sales management activities.

CHAPTER 1 :HIGHLANDS COFFEE INTRODUCTION

1.1History of formation.

Highlands Coffee is a trademark of Viet Thai International Joint Stock Company (VTI), established in Hanoi in 1999 by Viet Kieu businessman – David Thai Originating from the love of Vietnam and the passion for coffee, the Highlands Coffee brand was born with the aspiration to elevate Vietnam's long-standing coffee heritage and spread the spirit of pride, harmonious connection between tradition and tradition with modern.

1.2Development process

In 1999, Highlands Coffee was built in Hanoi by Viet Kieu businessman - David Thai - In 2000, Highlands started with packaged coffee products in Ho Chi Minh City Hanoi.

- In 2002, the first Highlands Coffee store in Ho Chi Minh City was opened at Metropolitan, opposite Notre Dame Cathedral A week later, the first Highlands Coffee in Hanoi was also born, marking the company's continuous development steps - In 2006 reached 25 stores

- In 2011 reached 50 stores in 4 big cities

- In 2012, this year, the "big man" in the Philippines' restaurant business, Jollibee, spent 25 million USD to buy back 49% of the shares of Viet Thai International, to dominate the operation of Highland Coffee => One step The biggest bracket of the Highland Coffee brand.

- In 2013, after Jollibee's contribution, the way to manage and operate the Highlands Coffee coffee chain quickly changed and expanded the chain at lightning speed Provide customers with modern 3G service style

- In 2016 broke the record of the first coffee and tea chain in Vietnam to reach 100

- Up to now, with more than 300 stores in 26 provinces, Highlands Coffee

- One of the leading coffee and tea chains in Vietnam and has become an indispensable highlight in the lifestyle of many Vietnamese.

The Company's goal is to lead the luxury retail industry in Vietnam.

Highland Coffe's philosophy is to combine the quintessence of the modern world with the charms and traditional values of Vietnam.

Classic and modern East and West Essence from both sides

Highlands Coffee always wants to bring customers the feeling of a traditional and immortal value Highlands Coffee constantly strives to give customers a feeling of being a part of modern dynamic life along with unique and long-standing cultural traditions of Vietnam

1.3Vision and Mission

Vision and mission are always indispensable for any business Vision and mission are concise, easy-to-understand summaries of the business's goals and objectives They are both a compass to guide operations as well as corporate culture and an implicit commitment that businesses have with their customers Especially for Highland Coffee, the vision and mission are even more important.

a) Vision:

- Highlands Coffee was born with the vision of becoming the most popular Vietnamese coffee brand, proudly spreading to the world by using the main ingredients from Vietnam, honoring Vietnamese coffee culture, coffee culture pha Phin and to serve Vietnamese people, anytime, anywhere.

- “As a Vietnamese company, Highlands Coffee is committed to the development of a Vietnam, for a market economy by providing high-class brands to the middle class of Vietnam We aim to play an important role in improving the quality of life of our customers through our brand We have no intention of stopping and will continue to expand our current business, continue to grow our brand, and continue to seek brands that satisfy our target audience next" Coffee culture: the perfect combination of Robusta coffee beans with Vietnamese style and Arcabia with international flavor Service culture: enthusiastic and considerate as "guests come to visit".New product development culture: each type of food and drink is a distillationof the culinary quintessence of the East and the West.

b) Mission:

- From the love for Vietnam and the passion for coffee, in 1999, the Highlands Coffee brand was born with the desire to elevate Vietnam's long-standing coffee heritage and 240 shops Currently, Highlands owns over 300 stores across the country.

- Highlands Coffee's mission: to become the leading brand in modern Vietnamese coffee taste and style, with reasonable prices, ready to serve customers anytime, anywhere.

Highlands Coffee's key products are beverages (coffee, soft drinks, juices, etc.) and fast food (meat, bread) The airline also has two sister brands under Viet Thai International, Meet & Eat and Nineteen 11 (both about food).

Highlands Coffee's products include Vietnamese-style coffee products along with international-flavored product lines with diverse and rich product lines Includes featured products such as:

Truly a strong, delicious espresso! Perfectly extracted from roasted coffee that is uniquely blended from premium quality

Robusta and Arabica coffee beans.

CAPPUCCINO:

A trendy cup of milk coffee! A little more intense than a Latte, our Cappuccino starts with espresso, then adds an equal amount of milk and milk foam for a hearty treat You can choose to drink it hot or enjoy it with ice.

AMERICANO : Americano at

Highlands Coffee is a combination of espresso added to boiled water You can choose to drink it hot or have it with ice

CARAMEL MACCHIATO

Satisfy your sweet tooth! Caramel Macchiato coffee starts with fresh milk and rich milk foam, then blends with rich espresso and sweet caramel

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sauce Through the skillful hands of the bartenders, everything is completely elevated to art! You can choose to drink it hot or have it with ice

FREEZE :

Refreshing with Vietnamese-style iced drink.Freeze is a cool iced drink made from pure Vietnamese ingredients.

TEA :

The natural and delicious taste of Vietnamese Tea with a modern style at Highlands Coffee will help you evoke your own taste buds and enjoy a feeling of refreshment and freshness.

What could be better than combining your drink with delicious, delicate cakes that are handcrafted right at Highlands Coffee's bakery Cakes with typical flavors of Vietnamese

Personal opinion:

The change in menu is evident when reducing the number of drinks so that customers can focus more on their favorite dishes and save time when standing at the ordering counter At the same time, the food menu has expanded, besides bread, this chain has added cakes to meet the needs of the majority of customers in the direction of focusing on office workers, modern young people in Vietnam areas with many buildings and offices

With a style that is both classic and modern, the company's target audience is the middle-income class and above, has a stable job and has a habit of going to a cafe Because of that, the shops often arrange to help customers feel comfortable when coming to drink every day A cozy space, a suitable place for families to gather Moreover, a part of Highlands Coffee's customers are office workers who need private and quiet spaces to work and talk with colleagues and is also an ideal place to meet business partners And indispensable is young people, a potential market that is welcomed by many people

CHAPTER 2 : SALE ORGANINIZATION

The apparatus of Highland coffee is organized in a centralized hierarchy from top to bottom as follows:

-Administrative Council: Is the highest management body with collective responsibility in managing all production and business activities of Highland coffe within the scope of law and Highland's charter.

-Board of Directors: is the person who directly runs the business of Highland coffe, is responsible before the Board of Directors and the law for the implementation of assigned rights and duties.

- General Department: advising the director on all financial, accounting, staffing, labor and salary, administrative and other tasks with specific tasks.

- Sales Department: advising the director on the supply of raw materials and supplies for production Expanding the product consumption market can open more side businesses.

- Marketing department takes on the role of promoting the brand and brand image of Highland coffee Brainstorm new product ideas and take responsibility for product development and quality control.

-Manufacturing workshop: with the function of handling packaging, labels, and sales Advise the director on labor arrangement, sales space

CHAPTER 3 : SELLING PROOCESS

● Highland coffee's sales form is mainly through general trade channels (GT) and partly through electronic websites such as tiki, lazada, shoppe, Highlands Coffee's sales process follows a basic rule copy.

The sales process is formed in 7 steps as follows:

Step 1: SEARCH AND REVIEW

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Identify sales market of Highlands Coffee

The consumption market of Highlands Coffee is identified with 3 customer segments of the target market:

● High-end products: targeting the high-end segment market ● Mid-end: targeting the middle-class consumer market ● Ordinary products: aimed at the general consumer market Targeted customer

Customers of Highlands Coffee are clearly shown through the following segmentation criteria:

● Demographics: the majority of coffee drinkers are spread by age from students to middle-aged, retirement age.

● By occupation: students, office workers, office workers, businessmen make up the majority.

● By income level: people with high average income have a habit of using coffee more often.

● Psychologically: Vietnam's coffee taste is more special than that of the West Vietnamese people prefer the sour taste of Robusta while Westerners and Africans prefer Arabica varieties.

● According to usage habits: Hanoi people prefer instant coffee, Saigon people prefer filter coffee.

Step 2: PREAPPROACH

Highlands Coffee aims to serve customers from young to middle-aged This is the age when the demand for meeting and group chat is very high for many reasons such as group meetings, business discussions with partners, etc due to the investment in creating a lot of space for the cafe in parallel with many campaigns Unique marketing strategy, along with a strong brand Right from the early days of establishment, Highlands Coffee has appeared all over the country in the form of franchise coffee shops.

Step 3: APPROACH

Through this product trial activity, Highlands Coffee introduced the product to customers and taught them how to enjoy coffee in a new style Highlands Coffee quickly approached the product to customers.

Step 4: PRESENTATION AND ILLUSTRATION

Highlands Coffee has brought the brand and products to the masses with the most creativity, thoughtfulness and originality.

Highlands Coffee products are not only displayed at dispensing counters and cash registers Highlands Coffee invests a lot of money to make the display both increase business efficiency, inspire and bring bold brand character These can be mentioned as the way to use Supercars to promote the brand, The cafe space is also designed very stylishly and creatively.

Step 5: HANDLING OBJECTIVES

For Highlands Coffee products, usually with this product, the situation of receiving objections often lies in the quality of service and unsatisfactory products To control and satisfy customers, 100% of Highlands Coffee shops and sales staff follow the same process to ensure the best product quality and service.

Step 6: CLOSE

After the customer decides to buy, the staff will assist the customer to complete the payment procedure and make special requests if any Products and services will be