(Tiểu luận) phúc long introduction

brand by Phuc Long coffee shop chain with new brand identity design and appearance in prime locations in Vietnam today.Operating with the motto "Quality comes from passion", together, Ph

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS AND FINANCE

- Lại Thị Phương Anh – 205044746 - Nguyễn Thị Phương Anh – 205044748

Team Members Role General Assessment Of

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REASON FOR CHOOSING THE TOPIC

In the trend of a growing economy and increasing globalization, the business environment is becoming more and more severe Especially with the Government's series of economic opening policies, our country's economy is subject to fierce competition from inside and outside, in which the coffee and non-alcoholic beverages industry is also subject to competition very big Therefore, the problem for businesses trading tea and coffee products in our country today is to improve their competitiveness.

Phuc Long tea and coffee brand appeared in 1968, after more than half a century of development, Phuc Long tea and coffee has become familiar to Vietnamese consumers However, if a few years ago, Phuc Long's stores were merely a place to sell and introduce products, recently, this brand seems to have changed its approach to customers and started promoting brand by Phuc Long coffee shop chain with new brand identity design and appearance in prime locations in Vietnam today.

Operating with the motto "Quality comes from passion", together, Phuc Long has been continuing to write the story of a Vietnamese brand rich in tradition, connecting the essence of decades of experience and constantly developing filters, renewing itself in the transition of time to become a brand that always sticks with many generations of customers.

For a successful brand, an effective sales strategy is a necessity so that Phuc Long can thrive until now So what makes the difference in sales between Phuc Long and other tea and coffee brands? What has helped Phuc Long stand firm in the current tea and coffee market? What have sales management policies and business activities brought to the success of Phuc Long today? Therefore, in order to understand the sales activities of Phuc Long, the team also wants to learn and analyze more deeply about the sales management activities at Phuc Long, and through that provide solutions to bring the best service to customers better as well as learn outstanding and successful things from Phuc Long.

1 PHÚC LONG INTRODUCTION 1.1 Company

1.1.1 Head office name, address

Official name: Joint Stock Company Phúc Long Heritage

Headquarters: 42/24-42/26 Street 643 Tạ Quang Bửu, Ward 4, District 8, Tp HCM Address of branch store selected to build a business strategy: 1012 Street Kha Vạn Cân, Linh Chiểu, Thủ Đức City , Hồ Chí Minh City , Việt Nam.

1.1.2 History of Phuc Long Coffee & Tea

In 1968, Phuc Long was born in the famous tea plateau Bao Loc (Lam Dong) with the expectation of bringing quality tea and coffee products.

In the 80s, Phuc Long opened the first three stores in Ho Chi Minh City on Le Van Sy, Tran Hung Dao, and Mac Thi Buoi streets to introduce pure Vietnamese tea and coffee products to domestic customers as well as internationally.

In particular, Phuc Long Mac Thi Buoi store located in the center of District 1 is the first store to serve Phuc Long's signature brewed tea drinks and high-class brewed coffee that are usually only served at stores luxury restaurant at that period.

In 2000, Phuc Long Trading Production Co., Ltd was officially established.

In 2007, Phuc Long owned tea land in Thai Nguyen Myself, I find Thai Nguyen Tea to be competitive in terms of taste, appearance and characteristic water quality, but like teas in other localities, testing for residue ingredients according to hygiene standards Food safety of the world, Thai Nguyen tea still suffers the same fate of "not meeting standards" Having clearly defined the goal of maintaining and protecting the natural quality of Thai Nguyen tea, I 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, we can maintain the "quality" of Thai tea in a completely empty way while minimizing the conditions for culture, harvesting and processing Tea processing is encouraged to best 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 - the process ensures food safety and hygiene standards economic products, with the goal of ensuring the supply of quality products, serving the domestic market and meeting export demand Also from here, Phuc Long Tea has fully met the standards to be present in fastidious markets such as the US, Japan,

Indonesia, the Philippines

In 2012, Phúc Long Coffee & Tea at Crescent Mall District 7 marked the official expansion of Phúc Long into the Food & Beverage sector with a self-service store in a modern space Together with their dedicated team, we made the momentous event marking Phúc Long's transition in its development.

In 2015, Phúc Long established 10 stores in Ho Chi Minh City Step by step positioning the brand associated with coffee and tea products with a lasting impression on customers' minds.

In 2018, a second factory was built in Binh Duong, owning two tea hills in Thai Nguyen and Bao Loc At the same time, more than 40 Phúc Long stores were built in Ho Chi Minh City, Binh Duong, Nha Trang, Da Nang and Hanoi 2018 was also the year I decided to expand the brand to the North, after researching and surveying the market with the first store of Phúc Long in Hanoi.

In 2019, Phúc Long developed 70 stores and continued to expand the store system from South to North In addition, the coverage of tea and coffee products was increased to all systems: supermarkets, convenience stores, e-commerce channels, etc.

1.1.3 Vision

With the desire to constantly expand the market - develop sustainably, Phuc Long strives to become a company specializing in the production and export of high-value tea and coffee in Vietnam.

Phuc Long wishes to create a high-class Vietnamese brand and quality reflected in each product, thereby gradually affirming its position in the international market.

1.1.4 Mission

Become a pioneer of the times with innovative ideas at the forefront of the tea and coffee industry.

Together bring creative brands, motivate each other, and turn ideas into reality with the spirit of cohesion, interaction, listening, and respect.

In order to create joy and love for our customers to shine, each of us must constantly be creative Can't replace your ability to be asleep, not often difficult mode, must always renew yourself.

Create high value by understanding, empathy and real value proposition, satisfied with customers.

1.1.5 Core Value

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

For society: Harmonizing business interests with social benefits, actively contributing to community-oriented activities, demonstrating a sense of responsibility towards society.

1.2 Product

Most people think that a milk tea shop will only sell milk tea But Phuc Long doesn't do that In its menu, customers will find different types of teas, milk teas, fruit juices, coffees and a variety of snacks that have been prepared to go with Phuc Long tea.

Phuc Long's menu is also very diverse with 63 different milk tea flavors For coffee drinks, the highlights can be mentioned such as caramel coffee, rich milk, cappuccino, vanilla coffee, crushed ice coffee, etc

In addition, the following teas are also popular with young people such as berry berry milk tea, berry berry snow flower , special tea aroma, etc

1.3 Service

We produce, export and trade finished products of tea and coffee (packaged) Food and beverage services are provided at our store network: various types of food and drinks, sweet and savory pastries We provide 24-hour delivery service and ensure all products meet the highest standards The company also provides returns and exchanges within 15 days if the product is defective or does not meet requirements 1.4 Personal Contribution

With the current market situation, in terms of products, Phuc Long does a very good job when it comes to product diversity, but in terms of advertising campaigns, there is nothing too outstanding compared to competitors, especially Katinat has If there are very effective campaigns such as "Rainbow Cup" to avoid being overwhelmed by its competitors, Phuc Long should have more effective communication campaigns.

2 SALES ORGANIZATION 2.1 Setting up a sales organization 2.1.1 Defining the objectives

The objectives of Phúc Long Coffee & Tea are to provide the highest quality coffee and tea products to customers, create an enjoyable atmosphere for people to come and relax, and to provide excellent customer service.

2.1.2 Delineating the necessary activities

The necessary activities for Phúc Long Coffee & Tea include: developing strategies for marketing, researching customer preferences, setting goals for sales and profitability, managing operations, training and supervising staff, and creating a budget.

2.1.3 Grouping activities into “jobs” or “positions”

Phúc Long Coffee & Tea is committed to organizing its activities based on positions to achieve desired objectives We group activities that are related together under one position in order to create a challenge, interest, and involvement for our employees We recognize certain activities as more important than others and prioritize them accordingly Additionally, to make sure that our organization is running smoothly, we limit the number of administrative levels in each department.

2.1.4 Assigning personnel to positions

Manager: The manager will be responsible for overseeing the daily operations of the business and ensuring that all staff are performing their duties properly They will also be responsible for managing the finances of the business, developing strategies to increase sales, and developing customer relationships.

Barista: The barista will be responsible for preparing coffee and tea drinks for customers, as well as for providing excellent customer service They will also be responsible for cleaning and maintaining the coffee shop.

Cashier: The cashier will be responsible for handling customer transactions, including taking payments, providing change, and helping customers with any questions or concerns.

Cleaning Staff: The cleaning staff will be responsible for keeping the coffee shop clean and tidy, as well as ensuring that all equipment and surfaces are sanitized regularly.

Marketing Specialist: The marketing specialist will be responsible for developing and executing marketing campaigns to increase the visibility of the business and attract new customers They will also be responsible for tracking customer feedback and developing strategies to improve customer satisfaction.

2.2 The Sales Organization Structure of Phúc Long

2.3 Management model of Phúc Long

President: As the head of the board of directors and responsible for deciding the strategy and direction of the company The chairman also often plays a role in representing the company at important events and communicating with other stakeholders.

Chief Executive Officer (CEO): Responsible for the management of the company's business operations The CEO's duties include ensuring that departments operate efficiently and in line with the company's strategy and goals At the same time, the CEO is also responsible for managing all other departments in the company such as the Chief Marketing Officer, the Chief Financial Officer and the Director of Human Resources.

Chief Marketing Officer (CMO): Responsible for the development of the company's marketing, advertising and communications strategy The job of the Marketing Manager is to come up with creative ideas to attract customers, increase sales and strengthen the company's brand.

Chief Financial Officer (CFO): Responsible for the financial management of the company The CFO's duties include accounting, cost control, and budget management The CFO also plays an important role in making investment decisions and financial strategy for the company.

Human Resources Manager (HRM): Responsible for recruiting, training, developing and managing the company's human resources It is the duty of the Human Resources Director to ensure that the company has enough qualified and experienced personnel to meet the business and sustainable development requirements.

Chief customer officer (CCO): The person responsible for ensuring the company's sales and profits through building and maintaining relationships with customers and partners They are also responsible for managing and developing business strategies, overseeing sales activities and providing solutions to increase sales and profits.

2.4 Phuc Long's store management model

Store manager: Responsible for the business of the store.Responsible for revenue; employee management; customer service; issues related to food hygiene and safety; store operation.Plan weekly work and submit reports to the area supervisor

Shift supervision: Operate the entire store during the assigned shift.Check and supervise the operation of the store during the assigned shift under the company's standards.

Cashier: Carry out consulting; introduce promotions; order to the POS machine;

collect money from customers and give a change to customers.Ensure revenue in shifts, report revenue

Bartender: Prepare drinks for customers according to the process and recipe.Ensure the hygiene situation of the bar area; the dispensing counter must always be clean, under food hygiene and safety standards.

Service staff: Sell tea/coffee products; clean the store; support customers.Stand on duty in the area for preparing drinks, product area, upstairs area.Tally of goods and products.

Security guard: Watch over customers' vehicles and assist customers in moving their vehicles.

Shipper staff: Deliver goods and products of the store to customers by motorbike within 3km from the store.

2.5 Personal Contribution

Although Phuc Long is now very large and present throughout Vietnam, the service quality of Phuc Long is increasingly going down, there are many mixed opinions about the service attitude of Phuc Long staff, so Phuc Long staff must be trained more methodically in customer service attitude.

3 SELLING PROCESS

Prospecting:

The highlight of Phuc Long's product is the bold tea flavor, hits the "crockery" of customers and makes those who are fastidious to nod Even with the milk tea line, Phuc Long's products, though greasy, the tea flavor is also very clear Phuc Long's strong DNA will be suitable for the Vietnamese market, which has a tradition of enjoying tea from ancient times From those advantages, Phuc Long has taken advantage and attracts countless potential customers.

Phuc Long identifies potential customers based on Demographics and Psychology The main target customer group is the middle class with stable income In addition, office workers are "connoisseurs" of tea and coffee In addition, there are also tourists and students.

Preparation

The next step is preparing for initial contact with a potential customer, researching the market, and collecting all relevant information regarding Phuc Long's product Each employee will have to prepare themself for extensive product knowledge They

must be aware of the core features, ingredients, and nutritional value that each product brings to customers., and new products expected to roll out.

Secondly, The staff in the sales team will research information about potential customers across sources such as social media, government websites, lead gen software, etc…, conducting portraits of customers to understand the ideal user This also helps in approaching and introducing products more efficiently.

Next, make first contact with the client Sometimes this is a face-to-face meeting because Phuc Long mainly sells products directly at stores There are two common approach methods.

Question approach: Asking a question to get the prospect interested.

The product approach: Giving the prospect a sample or a free trial to review and evaluate the product.

In the presentation phase, Phuc Long actively demonstrates how the product meets the needs of the potential customer Procurement of potential customers with information about the types of products that Phuc Long is selling including raw materials, product use, and benefits that customers receive, Actively listen to your customer’s needs and then act and respond accordingly.

Handling objections

After chatting, and getting more information about customers' needs, this is the stage when sales staff will listen to the prospect’s concerns and address them and convince them to buy Phuc Long's products.

In the closing stage, Phuc Long gets the decision from the client to move forward Phuc Long often might try one of these two closing techniques.

Alternative choice close: Assuming the sale and offering the prospect a choice, where both options close the sale—for example, “Will that be cash or charge?”

Extra inducement close: Offering something extra to get the prospect to close, such as a free month of upsize or a discount

Follow up

In order for Phuc Long to maintain a good relationship with customers, the after-sales customer care stage is very important, which is a premise for long-term cooperation.