(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

Leader

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ThịPhươngAnh

Member

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REASON FOR CHOOSING THE TOPIC

In the trend of a growing economy and increasing globalization, the businessenvironment is becoming more and more severe Especially with the Government'sseries of economic opening policies, our country's economy is subject to fiercecompetition from inside and outside, in which the coffee and non-alcoholic beveragesindustry is also subject to competition very big Therefore, the problem for businessestrading tea and coffee products in our country today is to improve theircompetitiveness

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

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

For a successful brand, an effective sales strategy is a necessity so that Phuc Long canthrive until now So what makes the difference in sales between Phuc Long and othertea and coffee brands? What has helped Phuc Long stand firm in the current tea andcoffee market? What have sales management policies and business activities brought

to the success of Phuc Long today? Therefore, in order to understand the salesactivities of Phuc Long, the team also wants to learn and analyze more deeply aboutthe sales management activities at Phuc Long, and through that provide solutions tobring the best service to customers better as well as learn outstanding and successfulthings 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 HCMAddress of branch store selected to build a business strategy: 1012 Street Kha VạnCân, 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 theexpectation 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 andcoffee products to domestic customers as well as internationally

In particular, Phuc Long Mac Thi Buoi store located in the center of District 1 is thefirst store to serve Phuc Long's signature brewed tea drinks and high-class brewedcoffee 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, butlike teas in other localities, testing for residue ingredients according to hygienestandards Food safety of the world, Thai Nguyen tea still suffers the same fate of "notmeeting standards" Having clearly defined the goal of maintaining and protecting thenatural quality of Thai Nguyen tea, I quickly decided to invest in building a teaprocessing factory in Thai Nguyen Phuc Long hopes that by setting up the factoryright in the raw material area, we can maintain the "quality" of Thai tea in acompletely empty way while minimizing the conditions for culture, harvesting andprocessing Tea processing is encouraged to best ensure overall quality managementissues At the same time, in 2007, Phuc Long invested in a tea and coffee processingplant in Binh Duong, equipped with many modern equipment and machines, withHACCP certification - the process ensures food safety and hygiene standards.economic products, with the goal of ensuring the supply of quality products, servingthe domestic market and meeting export demand Also from here, Phuc Long Tea hasfully 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 officialexpansion of Phúc Long into the Food & Beverage sector with a self-service store in amodern space Together with their dedicated team, we made the momentous eventmarking Phúc Long's transition in its development

In 2015, Phúc Long established 10 stores in Ho Chi Minh City Step by steppositioning the brand associated with coffee and tea products with a lasting impression

In 2019, Phúc Long developed 70 stores and continued to expand the store systemfrom South to North In addition, the coverage of tea and coffee products wasincreased 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 Longstrives to become a company specializing in the production and export of high-valuetea and coffee in Vietnam

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

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, mustalways renew yourself

Create high value by understanding, empathy and real value proposition, satisfied withcustomers

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 workingenvironment, 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 towardssociety

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 coffeedrinks, 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 berrymilk tea, berry berry snow flower , special tea aroma, etc

1.3 Service

We produce, export and trade finished products of tea and coffee (packaged) Foodand beverage services are provided at our store network: various types of food anddrinks, sweet and savory pastries We provide 24-hour delivery service and ensure allproducts meet the highest standards The company also provides returns andexchanges 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 goodjob when it comes to product diversity, but in terms of advertising campaigns, there isnothing too outstanding compared to competitors, especially Katinat has If there arevery effective campaigns such as "Rainbow Cup" to avoid being overwhelmed by itscompetitors, 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 strategiesfor marketing, researching customer preferences, setting goals for sales andprofitability, managing operations, training and supervising staff, and creating abudget.

2.1.3 Grouping activities into “jobs” or “positions”

Phúc Long Coffee & Tea is committed to organizing its activities based on positions toachieve desired objectives We group activities that are related together under oneposition in order to create a challenge, interest, and involvement for our employees

We recognize certain activities as more important than others and prioritize themaccordingly Additionally, to make sure that our organization is running smoothly, welimit 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 thebusiness and ensuring that all staff are performing their duties properly They will also

be responsible for managing the finances of the business, developing strategies toincrease sales, and developing customer relationships

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

Cashier: The cashier will be responsible for handling customer transactions, includingtaking payments, providing change, and helping customers with any questions orconcerns

Cleaning Staff: The cleaning staff will be responsible for keeping the coffee shopclean and tidy, as well as ensuring that all equipment and surfaces are sanitizedregularly

Marketing Specialist: The marketing specialist will be responsible for developing andexecuting marketing campaigns to increase the visibility of the business and attractnew customers They will also be responsible for tracking customer feedback anddeveloping 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 thestrategy and direction of the company The chairman also often plays a role inrepresenting the company at important events and communicating with otherstakeholders

Chief Executive Officer (CEO): Responsible for the management of the company'sbusiness operations The CEO's duties include ensuring that departments operateefficiently and in line with the company's strategy and goals At the same time, theCEO is also responsible for managing all other departments in the company such asthe Chief Marketing Officer, the Chief Financial Officer and the Director of HumanResources

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

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

Human Resources Manager (HRM): Responsible for recruiting, training, developingand managing the company's human resources It is the duty of the Human ResourcesDirector 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'ssales and profits through building and maintaining relationships with customers andpartners 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 andsupervise the operation of the store during the assigned shift under the company'sstandards

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

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

Bartender: Prepare drinks for customers according to the process and recipe.Ensurethe 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 onduty in the area for preparing drinks, product area, upstairs area.Tally of goods andproducts

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

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

2.5 Personal Contribution

Although Phuc Long is now very large and present throughout Vietnam, the servicequality of Phuc Long is increasingly going down, there are many mixed opinionsabout the service attitude of Phuc Long staff, so Phuc Long staff must be trained moremethodically in customer service attitude

3 SELLING PROCESS

Prospecting:

The highlight of Phuc Long's product is the bold tea flavor, hits the "crockery" ofcustomers 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'sstrong DNA will be suitable for the Vietnamese market, which has a tradition ofenjoying tea from ancient times From those advantages, Phuc Long has takenadvantage 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 touristsand students

Preparation

The next step is preparing for initial contact with a potential customer, researching themarket, 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 productbrings to customers., and new products expected to roll out.

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

Approach

Next, make first contact with the client Sometimes this is a face-to-face meetingbecause Phuc Long mainly sells products directly at stores There are two commonapproach 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 andevaluate the product

Presentation

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

Handling objections

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

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-salescustomer care stage is very important, which is a premise for long-term cooperation