INDEX OF TABLE Table 1.1 4 categories of services in VietNam 1Table 2.1 The current strengths, weaknesses and positioning strategies of competitors8Table 4.1 Core Products in The Coffee
INTRODUCTION
SITUATION OF THE SERVICE INDUSTRY IN THE WORLD
Services dominate most economies and are growing rapidly: Services account for more than 63% of GDP worldwide, almost all economies have a substantial service sector, most new employment is provided by service Strongest growth areas for marketing If you understand,services offer you a personal competitive advantage.
SITUATION OF THE SERVICE INDUSTRY IN VIETNAM
It can be said that the role of the service industry is extremely large in Vietnam The service sector helps promote and support the development of manufacturing industries, and at the same time helps to stabilize and solidify the economic structure Above all, the service industry brings benefits and strong resilience to the national economy Services account for more than 30% in Vietnam.
The service industry develops, leading to the opening of new labor sources and jobs,helping to expand the labor market quickly Besides, it also helps to exploit, utilize and enhance natural resources, tangible and intangible cultural heritages, historical relics, and modern scientific and technical achievements.
CATEGORIES OF SERVICES IN VIETNAM
Table 1.1 4 categories of services in VietNam
Picture 1.1 Some F&B brands in Vietnam
ABOUT THE F&B IN VIET NAM
The Vietnamese F&B market in 2020 and in the first quarter of 2021 is facing great fluctuations, opportunities and challenges Looking at the food industry, in 2020, the spending level of Vietnamese people on food and non-alcoholic beverages is 31.5 billion USD, up 12.6% over the previous year Due to the impact of the COVID-19 epidemic, this number is expected to increase by 6.6% in 2021 to 33.7 billion USD, but then will gradually recover and keep the annual growth rate above 10%, reaching more than 47 billion USD by 2025 (according to the forecast of Fitch Solution) Those numbers show that the food and beverage market in general and the restaurant / cafe business in particular still have a lot of potential for strong growth.
Picture 1.2 Southeast Asia Revenue – Online Food Delivery
According to the service model, there are two groups: dine-in restaurants and take-away restaurants The on-site restaurant market segment is divided into two types: full service and self-service The first type is typical restaurants, where customers are served at the table (from luxury to affordable such as Hutong, 4P's pizza, rice shops, pho ), while the second type suggests guests self-service , mainly bakeries, coffee shops or fast food restaurants, including KFC, Lotteria, Starbucks, Highland, The Coffee House (except The Coffee House Signature), Tous Les Jours
The take-away restaurant market segment is mainly restaurants, small-scale cafes, kiosks or vending carts, serving online delivery and take-out customers like Viva To Go , Ma Hai Bread, Guta Cafe kiosks at the foot of office buildings…
In addition, one of the trends of model deployment in the Restaurant / cafe market in recent years is that restaurant chains combine on-site service locations with kiosks, vending carts serving take-out only Go to increase coverage, optimize costs and expand customer base, for example, Viva Coffee has Viva Reserve and Viva Star Coffee for dine-in and take-out, while Viva To Go only serves takeout, or Hanoi Ng There are 2 on-site service shops and vending carts at various locations…
According to the development model, there are two groups: single restaurants and chain restaurants, in which chain restaurants are further subdivided into self-owned chains and franchised chains While the single restaurant in the Restaurant / cafe market is mostly owned and operated by business households, maintained at the scale of a shop, it may or may not have a brand name like pho, sticky rice, and single cafes are often found on the streets, restaurant chains are often operated in the form of businesses, with a clear financial system - business strategy - operation process - human resources, towards the development of many restaurants with the same brand.
ABOUT THE COFFEE SHOP IN VIET NAM
The Coffee House, Phuc Long, and Highlands Coffee are the top 3 brands covered on social networks when holding more than 75% of the market share in discussing coffee shop chains Following are many domestic brands such as Ong Bau Coffee, Cong coffee, TrungNguyen, Milano, Passio, GUTA showing a strong wave of pure Vietnamese brands in the current market The most popular international brand on social media is Starbucks ranked 4th with 14.4% market share.
The share of discussion on social media contributes to reflecting the "active" level and coverage of a brand on social media platforms, an environment that mainly focuses on the young customer segment of coffee shop chain brands The report also reveals the reasons for the success of leading coffee shop chains such as The Coffee House, Highlands, Phuc Long, Starbucks in attracting and maintaining a large number of interested users to discuss on social networks and activities their exciting content creation Thereby contributing to visualizing the competitive landscape of brands in this industry in the social media environment.
Picture 1.3 Channels of engagement and top sources
In addition, based on the common characteristics shown on social media of coffee shop chains in terms of main discussion platforms, buzz weight from the brand's fanpage, the research team divided the brands into 2 player segments:
+ Brand group is not strong enough: Communication focuses on fanpage to increase brand awareness, weight of buzz from fanpage accounts for more than 50%
+ Average brand group - pretty to good: The discussion weight on the fanpage is less than 30%, in addition, there are industry-specific channels such as food review, especially for brands that often carry out marketing campaigns according to Occasions always have the support from KOLs and many creative tactics to interact with users, helping to spread new products / new flavors.
From the in-depth analysis of the two player segment groups above, the report summarizes the success formula on social media for coffee shop chain brands in general.
ABOUT THE COFFEE HOUSE
The Coffee House is a chain of coffee shops in Vietnam Despite being born late, it is growing faster than many competitors in the coffee market thanks to the company's understanding of the market and good management After the Passio and Urban Station Coffee brands, this is a successful example of a Vietnamese start-up in the competitive coffee chain market against the encroachment of foreign investors The success of The Coffee House today is due to the business clearly defining a business model that focuses on high detail and finding the gap in the red ocean.
“Let’s go for Coffee" - A simple invitation for us to sit together and share our own story.
At The Coffee House, we always cherish stories and uphold the value of Human Connection The Coffee House wants to become a "Coffee House", where people come together and find joy and intimate sharing with fragrant and quality coffee cups.
4 values that make The Coffee House are: Sincerity, Care, Creative and Brave.
- 2014: Launching the first store at 86-88 Cao Thang After 3 years, The Coffee House has more than 60 stores in Ho Chi Minh City.
- 2015: The Coffee House is available in Hanoi Up to now, the house has 14 stores in the central areas of Hanoi capital.
- 2017: The Coffee House is available in DaNang, BienHoa, VungTau.
+ OFFICIAL OPERATION OF THE FARM
After Cau Dat Farm's Coffee division is merged into The Coffee House, the 1,650m high mountain range will be the place where we sow our dream of bringing Vietnamese coffee beans to the world.
+ LAUNCHING FLAGSHIP THE COFFEE HOUSE SIGNATURE
Where The Coffee House shares the full story of coffee passion with like-minded people.
After 4 years of launching and operating in Vietnam, The Coffee House officially surpassed the threshold of 100 stores, with the desire "Everybody has 1 The Coffee House near home".
THE COFFEE HOUSE ESSAY STRUCTURE
Section 3: Target customers analysis & Positioning Strategy
Section 4: Analyzing the Marketing Mix (7Ps) Strategies
MARKET & COMPETITORS ANALYSIS 7
MARKET ANALYSIS
The current business situation of The Coffee House is quite slow because the 4th outbreak is still happening quite complicated and serious More than two-thirds of The Coffee House's stores were forced to close under a government directive, meaning a decrease in store sales In addition, serving customers for on-site use is not maximum because the number of seats and tables and chairs must be kept to the maximum limit to prevent epidemics.
However, in the context of the complicated situation of the Covid-19 epidemic, the consumption trends of customers change rapidly, The Coffee House is making more open moves with the third party, Loship and Beamin The Coffee House in the latest exchange said that it will continue to expand cooperation with the parties, in order to increase its coverage as well as anticipate the online consumption habits of customers.
INTERNAL CORPORATE ANALYZE
Chairman Dinh Anh Huan of The Coffee House shared that from the second wave until now, The Coffee House is no longer as passive as before In particular, The Coffee House always has short-term plans to respond to Covid and is ready to adjust monthly, but still sticks to its 5-year long-term plans to continue to bring a coffee journey across the world for customers anywhere, at the store, at home or online.
COMPETITOR ANALYSIS
- Direct competitors: The coffee house's direct competitors come from the same brands such as Urban Station, Starbuck, Passio, Highland Coffee, Phuc Long However, in terms of space standards, The Coffee House is superior to the competition because the space to enjoy and work is very airy and wide, close design and create a sense of harmony between customers and customers, customers with employees and affordable prices accompanied by diverse products,
- Indirect competitors: The Coffee House also has competitors from alternative products such as famous milk tea brands such as Cong, KOI, The Alley, TocoToco, Besides, in the market, there are a variety of beverage products rich in genres, models, taste can be mentioned as C2, green tea O degree, Nescafe, Vinacafe, G7 are strongly competitive products in the youth segment market But with the characteristics of The Coffee House with the direction of coffee to enjoy, it will be less competitive with competitors in this market.
- Using clean, pure Vietnamese ingredients, combined with a unique recipe, rich in Vietnamese coffee.
- Highlands coffee shops are located in beautiful locations, such as shopping malls, buildings, offices
- Quality products, bold tea flavor, suitable for The Vietnamese market, which has a tradition of enjoying tea since ancient times.
- Location in stores across the country
Beverage products are not diverse
- High price compared to Vietnamese income
- Some unique products that do not cons match market culture standards
- Connecting traditional and modern values, spreading the spirit of Vietnamese pride in Vietnamese goods.
- Create a Vietnamese brand with the class and quality shown in each product
- World-class, high-end coffee brand
Table 2.1 analysis of the current strengths, weaknesses and positioning strategies of competitors
TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY
TARGET CUSTOMERS
The Coffee House's target customers are middle-income customers, students, and working people This customer is not only important for quality, delicious drinks and reasonable prices And they not only come to the cafe to drink coffee, but also need a cool atmosphere, a professional quiet space, provided with wifi so that they can socialize, focus on studying or working for a few hours a day effectively.
SOME OF THE TARGET CUSTOMER’S RELEVANT BEHAVIOR
Picture 3.1 The Three - Stage Model of Service Consumption
Customers will feel "craving" for a drink to quench their thirst after lunch, after school, or simply want to drink the familiar taste of water Or customers are stimulated to eat because they accidentally see advertising programs, discounts of drink shops on the street or on the
Beamin, Grab Food, Delivery app Next, customers will search for information about drinks to satisfy their needs.
* Customers will search for information and choose drink shops to satisfy their needs.
* At that time, customers will see "Evoked set" of shops that have been experienced in the past or suggested on Facebook, Instagram, about shops such as The Coffee House, Cheese Coffee, The Alley, with a variety of drinks about coffee, tea, or milk tea to satisfy the need for refreshment but also to chat, exchange, or study and work.
* In order to make a decision to choose drinks for themselves, customers will evaluate alternative bars
* Review supplier information: Customers will evaluate the information provided by restaurants such as on advertisements, websites, banners, or on food delivery service apps.
* Review information from third parties: Experiences, reviews, reviews, comments on the restaurant's website, or drink review groups on Facebook, Instagram will have a great impact on customers' decisions because they are genuine reviews and real experiences of other customers.
Customers will realize the risks when using the service:
- Financial: The financial risk that customers are concerned about can be: Will it cost me more money to sit for a few hours at the bar? Do I have to pay extra for parking? Will my identity be compromised when paying for drinks with an ATM card?
- Temporal: Are customers worried about having to wait in line for a table when they arrive at the restaurant? Or do customers need to spend a lot of time waiting for drinks?
- Physical: Will drinking the bar's soft drink make my stomach ache? Or is the air in the shop disinfected clean, not harmful to health?
- Psychological:Is it possible that my motorbike is properly guarded while I drink in the bar? - Sensory: Will I be disturbed by the noise in the shop while studying and working? Is the temperature in the bar too low for me to stand?
So to handle those risks, customers should:
Looking for reliable information about reputable pubs, quality drinks and good service here, suitable for students, students, working people with places to study and work, exchange such as The Alley, The Coffee House, We's Corner, Cheese Coffee… Either go to the shops you have experienced in the past or search for quality reviews from the internet.
After choosing a bar to drink between the list of substitute products and handling the risks that customers anticipate Next, the customer chooses a restaurant and uses the service.
A service encounter is a period of time during which a customer interacts directly with a service provider
• Service Encounter Are “Moments of Truth”
Rochard Normann borrowed the “moment of truth” metaphor from bullfighting to show the importance of contact points with customers When customers have chosen the shop and come to The Coffee House, it is the place to enjoy drinking and using the service of the shop.
At that time, they themselves can directly feel about the quality of drinks, the style and atmosphere of the bar, the music played in the bar and how the staff serves and communicates with customers That helps customers eliminate the risks that they previously suspected and helps customers experience the service at The Coffee House in the best way.
* Service Encounter Range from High Contact to Low Contact
When customers choose The Coffee House, they will use "high-contact service" Using a high contact service entails interaction throughout service delivery between customers and the organization When customers come to The Coffee House, customers will order directly with the staff and choose their seats The staff will then bring the drinks directly to the customer In the process of using the service at The Coffee House, if there is any problem with the customer at the shop, it will be handled directly by the staff at that time.
* Satisfaction: After meeting the service at The Coffee House and comparing it with your expectations, If The Coffee House serves customers with a positive, polite, attentive attitude to customers Solve customer problems enthusiastically and quickly Besides, the space is suitable for the purpose of customers to study and work, exchange and exchange If the actual service experience is at an acceptable level or higher than the customer's expectations, the customer will be very satisfied and may become a loyal customer later on If the service at The Coffee House is very bad, the drinks are not quality compared to the price, the staff is not professional, the customers will have a bad impression and choose another shop in the future.
Before coming to The Coffee House to use the service, customers have set expectations about the service of the restaurant It is possible to buy good, quality drinks at a reasonable price Sitting in a cool, comfortable luxurious space to be able to fulfill the customer's own purpose But if in reality, the shop could not serve the maximum service expectations of customers, for example, The Coffee House that day was too crowded, the space in the noisy bar could not focus on working to the maximum, but compensated for it in there delicious drinking water and enthusiastic service, staff to help customers That helps not under zone tolerant of customers.
Customers will be delighted if The Coffee House's service exceeds their expectations.Everything they meet at the shop is great such as The Coffee House playing the right songs of customers or the quiet and cool atmosphere, comfortable working, professionally trained staff.But if The Coffee House's service goes down, customers will suffer and it will be difficult to make them satisfied again Therefore, it is best to consistently raise your service level
POSITIONING
The Coffee House chooses Service Focused to focus on serving beverages, mainly coffee and tea, and serving a suitable space for work and study.
Positioning of The Coffee House for:
+ Customers: The Coffee House is home, a place to relax, work and chat.
+ Products: The Coffee House produces and distributes quality coffee products and reliable services at reasonable prices to consumers
+ Market: The Coffee House wishes to bring Vietnamese coffee products not only to compete in the Asian market but also the world market, in the immediate future, the domestic andChinese markets.
IDENTIFYING AND SELECTING TARGET SEGMENTS
When the coffee market was gradually saturated, The Coffee House launched later than other competitors in F&B To be able to make a difference in the hearts of consumers, The Coffee House focuses on services to reach customers and has existed until now In the age of technology, consumers not only go to coffee shops to drink, but they spend a moderate amount of money to drink in a luxurious, professional space that is ideal for working Fully serviced wifi to use smartphone or laptop to work, listen to relaxing music at the bar, or a comfortable place to socialize with friends.
The Coffee House's customers are office workers and students Because they are all knowledgeable people, they are very strict in the source of ingredients for drinks and product quality To achieve that, The Coffee House is committed to quality and enthusiasm in each product The input ingredients are carefully selected and the bartenders are highly trained and qualified.
MARKETING MIX (7PS) STRATEGY 15
SERVICE PRODUCT STRATEGY
+ Cold Brew Phuc Bon Tu
+ Chia Seeds Long Label Tea
+ Phuc Bon Cam Ice Grinder
+ Mochi Cream Phuc Bon Tu
+ Boat Stainless Stell Heat Retainer
+ Black And White Stainless Steel
+ Porcelain Cup The Coffee House
+ Porcelain Cup The Coffee House
+ Porcelain Cup The Coffee House
+ Porcelain Cup The Coffee House
+ Porcelain Cup The Coffee House
+ Ly from Fram To Cup 300ml
+ Cup Form Farm To Cup 400ml
+ Stainless Steel Glass Black Straws
+ Stainless Steel Glass Green Straws
+ Stainless Steel Glass Blue Straws
+ Sung Tuc House Canvas Bag
Table 4.1 Core Products in The Coffee House
New Product: Cans of iced milk coffee.
2 Supplementary Services (The Flower of Service)
- Information: The Coffee House is public information on site, and the information about service hours, prices, warnings, conditions of sale, notification of changes, documentation.
- Order Taking: The Coffee House has an app for loyal customers, and we can have memberships and subscription services In Order Entry, the Coffee House has 2 options Option
1 is on-site order fulfillment to the staff Option 2 is telephone, web order or app such as Grab, Baemin The Reservations and Check-in isn’t in a normal store But in The Coffee House Signature, we can book rooms for the meeting, professional appointments.
- Billing: We always have a bill for individual transactions And we need this bill to receive the product If we order by app, we can help the e-invoice.
- Payment: The coffee house has payment services to support customers such as card payment, momo, if customers do not use cash Direct to Staff for Cash handling and change giving + Check Handling, Credit/ Charge/Debit Card Handling + Coupon redemption.Moreover, the customer can sign-in this account in a mobile App to payment by AutomatedSystems.
- Consultation:The staff in The Coffee House always do personal counseling because they are trained very well.
- Hospitality: When you start to order, the staff is always greeting you In food and beverages quality is good Toilets and washrooms are clean Waiting facilities are very close, make you feel at home, very comfortable.
- Safekeeping: The security personnel in The Coffee House are very friendly, making you feel good when you make contact with the first person Parking for vehicles and valet parking is very good too.
- Exceptions: Customer reviews or feedback through the app, The Coffee House calls directly to apologize to the customer.
The Coffee House is built to Single brand to cover all products and services.
4 A Hierarchy Of New Service Categories a) Style changes: The Coffee House's removal process makes the customer self service.
And comeback the old process is the staff will bring the product to the customer Bringing water to the table for customers makes it more difficult to train staff and requires more staff to serve, but this makes customers feel more comfortable and saves more time than self service. b) Service improvements: Place the straw in the plastic case Still serving straws for customers However, if the customer does not use it, it can still be kept for the next time This will satisfy customers who need to use straws And at the same time make customers who want to protect the environment satisfied. c) Supplementary service innovations: The staff will have the additional task of suggesting customers about the items that are sold regularly as well as instructing how to pay and receive products These are issues that are loved by customers In addition, place filtered water in a convenient location so that customers can conveniently get filtered water by self- service. d) Process-line extensions: Regarding packaging, The Coffee House has changed its packaging many times for the convenience of customers The Coffee House is a regular paper cup with a plastic lid, shared for all items Next, is a cup with a heat guide, combined with a special plastic lid for hot products Currently, the most popular is a large-capacity plastic cup with a heart lid, suitable for customers using the Macchiato line. e) Product-line extensions: In addition to the popular coffee product, the brand also develops a variety of different products, such as milk tea, ice-blended The Coffee House has diversified Macchiato versions for users to have more choices, especially young people In addition, there are accompanying fast food products such as bread As well as souvenirs for tourists This has brought many alternatives for customers, when coming to The Coffee House, greatly contributing to customer retention. f) Major process innovations: Due to Covid-19, The Coffee House has added the delivery service by the employees themselves, not through third-party channels as before This helps the brand to be more marked In addition, the content of the Coffee House always takes the customer's story as the center, instead of focusing on the product, not all of it revolves around: orange lemongrass peach tea, milk coffee, but besides Those are the first thoughts recorded “Home” is not a place to come and go, “Home” is a place where you are heard and shared "Home" is also a place to capture the emotions of you and your loved ones Therefore, the images and posts of the sharing and confiding columns, "Humans of The Coffee House" are very interested in the investment brand All activities in The Coffee House's Marketing communication strategy are closely aligned with the "Home" positioning and insight from its target audience. g) Major Service Innovations: I think the new product - Cans of iced milk coffee will be changed a little to The Coffee House Someone thinks the product of The Coffee House isn’t special, but the new product can help people to reserve the drink for more time In addition, The Coffee House broke the way with "Fried fish skin" and "Dried chicken", these snacks were a breakthrough and very attracted young people to The Coffee House.
PRICING STRATEGY
Like product value, the value inherent in payments is central to marketing's role in facilitating a value exchange between the firm and its customers For suppliers, pricing strategy is the financial mechanism through which income is generated to offset the costs of providing service and to create a surplus for profits Pricing strategy often is highly dynamic, with price levels adjusted over time according to such factors as type of customer, time and place of delivery, level of demand, and available capacity.
Customers, by contrast, see price as a key part of the costs they must incur to obtain desired benefits To calculate whether a particular service is "worth it," they may go beyond just money and assess the outlays of their time and effort Service marketers, therefore, must not only set prices that target customers are willing and able to pay, but also understand-and seek to minimize, where possible other burdensome outlays that customers incur in using the service. These outlays may include additional monetary costs (such as travel expenses to a service location), time expenditures, unwanted mental and physical effort, and exposure to negative sensory experiences.
4.2.1 Price list of some products at The Coffee House:
Picture 4.2 Price list of some cakes
4.2.2 The Coffee House's pricing strategy
At The Coffee House, when entering the Vietnamese coffee industry, the market penetration pricing strategy was applied At first when entering the market, The Coffee House did not matter at first, but this helped to attract many potential customers After fully penetrating the market, The Coffee House gradually won the hearts of customers and profits began to increase.
Coffee House's pricing strategy is given when putting yourself in the role of the customer Businesses have raised many questions: How much should customers pay to experience at a cafe like this? Is the amount of money the customer spends reasonable? Is the cost commensurate with what customers enjoy in terms of beverage quality and service experience? Can they afford to go to that cafe often ?
Today, the Vietnamese coffee market is divided into many clear segments and each segment has large enterprises participating The segment for office workers includes: HighlandsCoffee, Trung Nguyen, Starbucks Coffee, The Coffee Bean, The youth segment includes:Urban Station and Passio, Although the above coffee brands are almost the same number of stores, they have different prices The average price of Urban Station, Passio Coffee ranges from 15,000 to 40,000 VND The price of HighLands Coffee, Starbucks Coffee, is from40,000 to more than 90,000 VND The Coffee House is aimed at customers who are working,traveling, and students who like to experience luxury coffee shops with localized prices ranging from 30,000 to 60,000 VND, which is reasonable enough to attract customers keep customers coming back often.
The Coffee House uses a very precise entry Launching strategy This can be seen as a
"right person at the right time" strategy Customers do not need to spend expensive prices to sit and drink coffee at Starbucks, just go to The Coffee House with an extremely affordable price for all customers from 30,000 to 60,000 VND to still experience the coffee shop Western, modern way to meet young people's experience It is for this reason that the market penetration strategy has been carefully researched by The Coffee House.
The Coffee House uses a completely right pricing strategy Customers can experience a spacious, comfortable and sophisticated space - not inferior to foreign "big men" like Starbucks or The Coffee Bean with only the price of 30,000 - 60,000 VND This is one reason why many young people become loyal "fans" of this chain of stores.
DISTRIBUTION STRATEGY
The Coffee House uses a direct sales distribution channel Customers come directly to the shop to use products and services In addition to providing core products of coffee and tea, The Coffee House's services focus on satisfying customers in the best way Staff are ready to provide payment and billing information, are always friendly and keep customers safe when coming to The Coffee House.
A mark of love deeply in the minds of customers, and a curious feature is the continuous concentration of The Coffee House, appearing densely in big cities Up to now,there have been 183 stores spread across the country and are most concentrated in Ho ChiMinh City and Hanoi Not only impressive with its dense presence in major cities, the brand also earns points thanks to choosing a location that is very suitable for target customers The stores of The Coffee House are always located in a location that is easy to find, easy to park,front of the center of the districts and customers can enjoy the eye-catching outside view.
Picture 4.3 The Coffee House stores are distributed nationwide
Besides, The Coffee House serves customers from 7.00 - 21.00 every day, even on New Year's Day and festivals, they focus on serving customers In addition, The Coffee House also operates its own professional delivery team from the Hotline operator to the inner city delivery staff via thecoffeehouse.com website and hotline.
Besides, currently due to the fourth wave of Covid 19 epidemic, The Coffee House is cooperating with intermediaries, Loship and Baemin, to expand coverage This policy is very well implemented, adapting very quickly to the current situation of the market and the tendency of customers to gradually switch to buying more online.
Picture 4.4 The Coffee House With Baemin
The Coffee House also owns a website thecoffeehouse.com full of information for customers The website is built extremely well with full menus, product images, prices and customers can order through that website Besides, The Coffee House's website also has a blog in which sharing about the journey of coffee beans from farm to cup, ways to prepare coffee filter, latte, capuchino, cold brew of the coffee house get high.
Picture 4.5 The Coffee House website where to order online, blog and share exclusive recipes
To be able to serve customers thoughtfully and leave an impression in the hearts of customers The Coffee House always builds 4 values that are what makes its name: Sincerity with the "Delivering Happiness" campaign, Caring for customers with the philosophy of
"Starting from the customer and doing everything from the customer's mind" “Creative, refreshing from drinks, bar space and improving customer service and finally bravely facing our own shortcomings and deviations and boldly correcting mistakes to make The Coffee House more and more perfect
For loyal customers who are used to The Coffee House's online ordering The business has created for customers a separate The Coffee House app with all necessary functions such as: placing orders, tracking orders, looking up information and store addresses.
The special thing that The Coffee House's app is different from delivery services is quick order confirmation if the customer's account is over 1,000,000 VND and no need to call to confirm the order to ensure delivery within a short period of time within 30' and deliver products to customers as committed
Picture 4.6 The Coffee House app
PROMOTION STRATEGY
To be able to easily plan effective communication, The Coffee House answered 5 questions by the “5Ws” model as follows:
Who is our target audience?
Prospect: The Coffee House's target customers are young people, students and working people.
They go to coffee not only to talk, socialize, but also to find a quiet space With the introduction of many coffee chains in Ho Chi Minh City Many brands meet the needs of young people.Therefore, The Coffee House needs to find ways to communicate with them by traditional communication mix, comprising such elements as media advertising, public relations, and use of purchased lists for direct mail or telemarketing
Users: In contrast to prospects, these are customers who are close to The Coffee House, they own membership cards, points cards and regularly come to The Coffee House for a week The Coffee House has a membership relationship with its customers and has a database containing contact and profiling information More cost-effective channels may be available to reach existing users
Employees: Employees serve as a secondary audience for communication campaigns through public media With promotional messages, many promises of The Coffee House can form employee behavior Communications directed specifically at staff typically are part of an internal marketing campaign, using company-specific channels, and so are not accessible to customers According to the research, The Coffee House uses tools such as Haraworks powered by Haravan – help operate business growth and marketing effectively The software will inform and communicate with the first employee before coming to the customer
Some other questions such as: What do we need to communicate and achieve? How should we communicate? Where should we communicate this? And when do the communications need to take place? will be answered in the section The marketing communication mix
4.4.1 Messages originating within the organization
Advertising: In the promotion strategy, advertising is considered as one of the measures to maintain a competitive advantage in the market Understanding the importance of advertising, The Coffee House always focuses, innovates, and innovates constantly to bring the best quality advertising products to customers Since its launch, The Coffee House has appeared in newspapers and magazines about an extremely unique business model in Vietnam. The newspapers have emphasized that The Coffee House will provide a cozy working space like your home The Coffee House chooses to advertise mainly youth magazines such as Hoa Hoc Tro Magazine, Muc Tim magazine, Although born after some competitors such as Highland, Phuc Long Coffee, and Tea, thanks to the wide advertising and highlighting the difference of the brand, The Coffee House quickly became one of the fastest-growing coffee chains on the market
Internet: With the continuous development of technology, advertising on traditional media is less effective, especially since the target customers of The Coffee House are young people Therefore, the brand decided to step up its advertising on the Internet.
Website: The Coffee House's website is beautifully designed and attractive with the main backdrop of white and black The Coffee House uses its own website with many tasks such as: introducing the brand, introducing products, responsibility to the community, information about recruitment, news, coffee stories, information about incentives for members Websites can facilitate two-way communications with customers through email, hotline, chat room The Coffee House's website has ensured such criteria as:
High in quality content: The content of the coffee story, about community responsibility is really close, creating unique value for the brand The website brings relevant content together, useful, and meets all the information customers need to search for brands and products In addition, in the E-book section, The Coffee House also brings a book about the journey of happiness of different people, different occupations, and different comments about happiness There are also many other E-books posted on the Website This is truly a unique, creative, and meaningful feature of the brand
Picture 4.7 E-book: The journey to happiness is published by The Coffee House Poster
Easy to use: The coffee house's website structure is not complicated, the information items are clearly divided at the top of the page The products are divided by section: tea, coffee, milk tea, snacks with real, vivid images and come with clear prices for customers to choose.
Quick to download: The Coffee House's website downloads very quickly, without slow conditions that make customers feel comfortable, it does not take too long to wait.
In addition, The Coffee House regularly updates new information and announcements on the Website to help customers not miss any information
Online Advertising: The Coffee House advertises a variety of media such as Facebook,
Facebook: The coffee house's official Facebook page currently has over 596,000 likes.
On the page posting information, photos, videos about products, information about promotional activities, events, activities of The Coffee House Posts with engaging content, lovely images, closeness, special occasion wishes posted during the golden hours have attracted a large amount of interaction with many shares In particular, The Coffee House also organizes livestreams inviting KOLs to increase interaction.
Picture 4.8 Phuong Nam – a stand-up comedian Livestream Talkshow
Youtube: The coffee house's official Youtube channel with more than 4,600 subscribers.
On the channel, tvc ads, videos meaning messages, videos about events that The Coffee House participates in The Coffee House made an unforgettable impression with the short film "Ex-lover Invited to Marry " by hitting the youth insight during the
Christmas season 2017 In early 2018, "The Crop of Dream '' continued to become a great inspiration for the young community dreaming of starting a business with beautiful footage of the burning passions of the people who worked together to make The Coffee House Tet 2019, The Coffee House continues to implement the big message
"Let’s go for Coffee '' through the story of a surprise encounter between a young girl and her angsty father The Coffee House does not hesitate to express its bold vision when choosing a story that is not too close to the majority to lead viewers to a very familiar message - "Tet is the best time for all of us to open our hearts no matter how apart, sit together and receive sincere love" Most recently in 2020, with the elaborately invested short film 'Mother', this film has received a series of domestic and international awards.
Banner Advertising: The Coffee House has paid for ads at sites such as Facebook,
Instagram When you surf new feeds or watch friends' stories, ads appear interspersed.
Public Relations (PR): From the beginning, The Coffee House aims to be people- centered for every decision Moreover, The Coffee House wishes to accompany everyone to conquer their dreams and happiness Therefore, the brand has sponsored many activities to help people, especially during the Covid-19 pandemic It can help The Coffee House build reputation and credibility; form strong relationships with its employees, customers, and the community; and secure an image conducive to business success Some outstanding programs such as The Coffee House x Library project: Children's book library, The Coffee House Sticker project: Greening Cau Dat, The Coffee House Vulcan project: nurturing the dream of people with disabilities, a campaign to reduce plastic straws to protect the environment
Picture 4.9 The Campaign “For those who care” in 2020
Especially in 2020, with the Campaign “For those who care”, The Coffee House brings thousands of cups of coffee to people who are still quietly serving the community such as doctors, soldiers, charities are caring for COVID patients in concentrated isolation areas – a beautiful gesture that highlights the spirit of Vietnamese compassion
SERVICE PROCESSES MANAGEMENT
Picture 4.11 Flowchart customer service processes of The Coffee House
Customers want to go to The Coffee House to work, study or hang out with friends They search for a place near and familiar to them After reaching the store, the first thing they need to do is find a parking space, then they will order food or drinks Customers are waiting while employees are cooking and making food, drink The customer will receive the item in a few minutes And their last act was to leave the store.
Picture 4.12 Three action of blueprint service customer
To maintain its position in the market, The Coffee House needs to constantly innovate itself and improve day by day to keep up with current trends Many things that they can be redesigned:
Eliminating non-value-adding steps
Shifting to self-service to reduce staffing costs Besides that can make yourself special compared to the competition
Delivering direct service such as free shipping within a radius of 1-2 km,
Redesigning physical aspects of service process
4.5.4 The Customer as Co-Producer
Customers can influence productivity and quality of service processes and outputs
Customers not only bring expectations and needs but also need to have relevant service production competencies
For the relationship to last, both parties need to cooperate with each other
PHYSICAL EVIDENCE MANAGEMENT
According to the theory of expanded Marketing Mix, Physical Evidence is understood as the material environment where the exchange between customers and businesses takes place, a collection of material elements created by people and nature, potentially positively or negatively impacting the efficiency of the business's service business.
Material factors are created by man, there are 2 main types:
Created by service enterprises themselves, including material products and equipment in the service business This physical environment is composed of many factors such as color arrangement, images, space, lighting, decoration, and other field elements.
Not created by service enterprises, including public service systems, national architecture, cultural houses, parks, temples, cultural relics,
Because the peculiarity of the service industry group is the abstraction of the business needs
"tangible" evidence so that customers can easily visualize the service provided.
In addition, physical evidence in 7P marketing also involves building the brand of the business, and their products are felt in the market It is physical evidence of the presence and establishment of a business One concept of this is branding They manipulated consumer perception so well that their brands first appeared when an individual was asked to read a brand's name in their field or industry.
Signboard: the name of the shop " THE COFFEE HOUSE " is capital printed, large, located in an easy-to-see and consumable position
Design: all branches of the shop are designed using external glass The Coffee House stores all use striking orange-black tones These are two typical colors of the shop.
Logo: designed eye-catching, attracting customers but easily mistaken for a coffee brand from Korea The logo uses 2 main colors: white letters on an orange background Logo design is not only simple but also shows the youthful, creativity of the brand, making customers easy to remember, easy to identify the brand
Parking space: the front of the shop is quite narrow, limited in the area The coffee house's parking lot frequently encroaches on the sidewalk Due to a large number of guests,parking does not meet enough parking spaces for guests There are several branches, security guards or sitting on the saddle, causing scratches of the passenger's car, the attitude of the parking guard is not polite to customers.
Picture 4.13 The outside space of The Coffee House
It is not difficult to realize that The Coffee House has a very unique feature, impressing customers the first time they enter In addition to vintage design, The Coffee House blends luxury and is equally cozy, where every customer finds satisfaction.
Beautiful decor, spacious and airy space, many beautiful view locations Space is designed with 2 main colors: white, orange, and a lot of glass The simple and cozy layout makes customers feel comfortable, making it feel like they are at home.
The order receiving area is designed to fit, not too spacious for customers to stand to choose dishes.
High-rise architecture combines the use of many glasses, windows to create open and open spaces, tables and chairs are arranged according to each area There is a long table in the style of "Co-working space"- an open working space, and a round table for friends to meet The four sides of the table should be round, not squarely pointed It must be exactly 75cm high, the seat is exactly 45cm high, the distance between the table and the chair is about 30cm, the guests will sit comfortably Enterprises calculate bit by bit from the chair when building the store, such as in any position, arrange 2, 3 chairs and how many centimeters the nearest seat to the door is so that when someone outside opens the door to enter, the person sitting in the chair does not feel disturbed The subtlety from the arrangement of round or square seats so as not to endanger people when stepping on them, white or black walls so as not to cause a dirty feeling when guests sit too close.
If many cafes do not expect customers to sit back for too long, even as Starbucks limits this by limiting wifi access time, at The Coffee House, you can comfortably sit for hours in a fully equipped space Exquisite even the choice of music so that it is smooth is taken care of by The Coffee House to bring the most optimal experience to customers With the desire that customers can see The Coffee House as "Home", everything is meticulously calculated to bring the best experience to customers "Coffee House" is not only a place for coffee business but also a place to meet friends, an open working space A feature of this chain is that no store has the same space as any store.
The Coffee House is important, interested in every detail from the interior to the lights to suit its customers the most Light is the decisive factor for human emotions, so The Coffee House has designed a lighting system that must have yellow light to increase the cozy feeling for customers when entering the shop.
Picture 4.14 The inside space of The Coffee House
Placed behind the order counter is a modern dispenser
The Coffee House uses all glass but uses plastic straws Recently used paper cups for takeaway items All customer service items have the name of the shop as 'THECOFFEE HOUSE' designed exclusively from body cups, cups to pads.
The shop serves both drinking water (hot or cold) and pastries and bread Customers can easily choose because there are glass cabinets displaying cakes right at the order. The menu has drinks, food besides the best seller products are always innovative
- Uniform: The Coffee House is one of the rare brands that use black as the main color for the uniform Long-sleeved black shirts, paired with black jeans, give employees a style that is both friendly and luxurious The left side of the shirt is printed with the name of the white " THE COFFEE HOUSE " The shirts of bartenders, waiters, and security guards all have this inscription.
- Brochure: introduced to design all items in the menu of the shop, or to introduce new products
- The Coffee House Signature: The new branch named "The Coffee House Signature" on Pham Ngoc Thach Street, District 1, opened in March 2018.
Picture 4.15 The inside space of The Coffee House Signature
The Coffee House Signature takes advantage of green space, transparent glass to make customers feel relaxed when coming here to chat, meet relatives, friends, or business meetings With a modern and youthful interior design, The Coffee House Signature uses
2 colors, especially black and white to create an attraction for the brand A little golden light mixed to impress customers at first sight Guests can use the luxurious internal space, as well as the airy and quiet outdoor space This branch is a favorite virtual living place for many young people
PEOPLE MANAGEMENT
One of the essential elements of the marketing mix is people This includes everyone who is involved in the product or service whether directly or indirectly Not all of these people get in touch with the customers But all these people have their roles to play in the production, marketing, distribution, and delivery of the products and services to the customers
Despite technological advances, many services will always require direct interaction between customers and service employees You must have noticed many times how the difference between one service supplier and other lies in the attitudes and skills of their employees Service firms need to work closely with their human resources ( HM ) departments and devote special care in selecting, training and motivating their service employees In addition to possessing the technical skills required by the job, these individuals also need good interpersonal skills and positive attitudes HR managers who think strategically recognize that loyal, skilled, motivated employees who can work well independently or together in teams represent a key competitive advantage.
4.7.1 The Coffee House's human rights organization model
Picture 4.16 The Coffee House's organization model and personnel
Work shift is divided into 2:
Morning shift: 7 am - 3 pm ( including 1 manager, 1 shift supervisor, and 9 employees )
Evening shift: 15:00 - 23:00 ( including 1 assistant, 1 shift supervisor, and 9 employees )
Employees work 5 days/week, must graduate from high school
There will be salary-raising contests for employees to test their skills profession
4.7.2 The human factor that determines the quality of service
In the business strategy of businesses, the human factor in marketing is indispensable and extremely important Employees are not only sellers, serving customers, who customers exchange first, but also representatives of the business Ceo of The Coffee House chain - Nguyen Hai Ninh said: " The person that customers meet first is not the CEO, but the salesman, the number of customers who meet and chat with the CEO counting on the fingertips. Therefore, every time recruiting quality staff is very focused by The Coffee House One of the keys to retaining customers is to train sales staff well, not just quality and price.
Develop a development roadmap for employees and training industry knowledge (F&B) so that employees can develop their careers in a professional environment At The Coffee House, there are always opportunities to engage teammates, encouragement from management, management, and challenges to make people a better version every day
The Coffee House believes: "Employees are at the core of sustainability" Building, creating a feeling of happiness, focusing on the career path for employees, job satisfaction, and a positive environment will be the long-term foundation for the sustainable development of The Coffee House "As a happy common home for anyone who comes to" The Coffee House wishes to help each employee develop their career through a professional working environment, team cohesion, regular training, and improving professional skills Here, employees will learn how to communicate, satisfy the needs of customers
The mission of conveying happiness of The Coffee House shows that: At The Coffee House, we appreciate and appreciate the connection between people and customer experience We strongly believe that the joy of customers will be brought from the spread of happiness from the dedicated staff here Therefore, one of the current cores of the business is to build a happy and sustainable staff.
" Employees like family members " The Coffee House has successfully retained the common and dedication of its employees Although the characteristics of F&B personnel are diverse, different qualifications, unstable, at The Coffee House, employees are considered as centers, treated like "family members", and are given the right to master and enjoy attractive remuneration and salary policies The Coffee House becomes a place for each of their employees to develop, to challenge themselves to become better every day.
The proliferation and friendliness of the staff are also one of the great advantages of TheCoffee House Attentive service, cheerful smiles, timely thanks, and apologies, is something that can be seen in the satisfaction of every customer At The Coffee House,everyone from managers to employees, from cashiers to security guards knows how to stand in the position of customers, serve customers and handle the most reasonable situations
Students and those who work and travel are targeted customers of The Coffee House. They use coffee for a variety of purposes Not only come to the shop to drink, enjoy but also to exchange, make friends, create networks, work The service of using people's coffee shops seems to have become a habit for people to meet, communicate, share space experiences and drink.
The Coffee House said: " Customers are the center " Customers become the center for all service experiences, all business activities of The Coffee House Every product, every service, every activity comes from understanding customers.
Customers are an indispensable factor in helping to spread the brand of the business. The most important goal that marketing aims at is customer satisfaction If customers love the service, the experience of the shop, and the working style of the staff at The Coffee House, they will come back and introduce the store to relatives, friends, and other customers.
Training inexperienced employees, creating a friendly and professional working environment for employees, adequate insurance modes, encouraging employees to give their opinions to the company, creating promotion opportunities
The Coffee House supports the purchase of Health Insurance, Social Insurance,Unemployment Insurance for all employees (except part-time employees) In-store staff will be rewarded with additional rewards if the sale reaches target; salaries for public holidays and New Year's Day will be 3.4; 13th-month salary In addition, all employees are allowed to participate in Team Building, Year End Party activities every year.
EVALUATION & RECOMMENDATION 42
EVALUATION
Strengths: With a diverse menu of products to suit all customers' needs If you are a coffee drinker, at The Coffee House, coffee ingredients and all beverages are selected from rigorously tested sources, meeting the highest quality standards The application of smart technology and bringing customers into exquisite experiences from the smallest things has made The Coffee House the leading stores in the Vietnamese market The Coffee has applied very well to Customer Insight And The Coffee House's branding positioning strategies are friendly to Vietnamese customers.
If you are a cake enthusiast, The Coffee House also offers customers mornings and afternoons with a variety of different quality cakes Accompanied by signature dishes such as Orange Lemongrass Peach Tea, Milk Coffee, Matcha Macchiato, Black Tea Macchiato, Bac Xiu, Americano, and other teas and fruit drinks.
Weakness: There is also a point that is not perfect, which is the restaurant's menu The longtime staff there also admits that the menu there is nothing really special Mainly customers come to the shop because they like the space and service here The Coffee House In general, always young, not much experience, so it is necessary to learn step by step and take some time to develop And of course there are mistakes that will cost a lot when choosing the wrong direction for the future Risks in other stores are also unavoidable If in the chain of stores there is a one that fails, discrediting the brand, other coffee shops will also be affected The age of technology and network development, the growth of social networks, even the smallest mistakes in helping customers are difficult to avoid the impact of public opinion.
Strengths: The quality of the drinks, and the cakes that match the price make everyone satisfied with their choice The price of a glass of water is not too expensive, so customers like students often come to study or have fun with friends.Good service quality, reasonable price,many customers can afford it, not too expensive like other famous coffee brands, that attracts customers In general, with a price of 30,000 to 60,000 VND, this can be considered a fairly stable price for the coffee shop market.
Weakness: With such a price, The Coffee House has not really made a strong impression on the brand compared to other competitors, businesses will face a slight disadvantage in terms of cost.
Strength:The Coffee House has been very successful when it comes to investing in services rather than products compared to other competitors Besides, good service customers also enjoy products with reasonable prices The Coffee House creates a variety of products to suit the taste of customers.
The Coffee House also succeeded in expanding its business range from North and South so that customers have more opportunities to experience at The Coffee House Operating your own website that provides full information and stories around The Coffee House for customers, a team of delivery staff who are always ready to serve customers in the best way without any hassle need to go through an intermediary.
Weakness: Although there are many branches stretching from North to South in our country, The Coffee House is only concentrated in Hanoi and Ho Chi Minh City, ignoring other developing cities such as My Tho, Da Nang, Da Lat,…
Strengths: The coffee house's promotion is extremely different and special It is strange that it does not use tricks but hits the psychology of customers from small but very touchy stories about "home", about "family", about "happiness" and stories about coffee very closely.
In each story, each customer's feeling is appreciated and spread to many people It is not merely storytelling but also inspiring, creating valuable lessons and attracting an extremely large number of customers Listening to customers and understanding customer insight has helped The Coffee House always have a stable loyal customer group and create a positive spreading effect in the community.
In the complexity of the Covid-19 epidemic, sponsorship and social activities have helped to enhance the brand's position and success These activities have partly shown The Coffee House's responsibility to the community and society.
Weaknesses: The Coffee House promotions appear with dense frequency Vouchers, coupons are also a lot This can have counter-protests, customers will no longer react strongly to the above promotions.
Strengths: The process is made simple and easy for everyone to access The Coffee
House is considered as a service staff with a good and professional attitude, so it attracts many customers People come for the space and the quality of service.
In addition, if you look carefully, you will see that every time you enter a coffee shop to work, customers will always find the place closest to the electrical outlet Maybe they take advantage of charging the phone battery for uninterrupted communication, or maybe the computer will not be turned off halfway when the work is not done At The Coffee House, there will be enough electricity at each table, you can easily borrow a battery charger from the lovely staff An ideal space for you to just come to meet friends, to work or read a book.
Weaknesses: Each establishment has too few employees, so the waiting time is a bit long If this point can be fixed, the process will be perfect
Strengths: The space of the shop is one of the factors that make customers choose to go to The Coffee House store Elements of the facility, design, or interior of the shop have been stabilizing day by day Almost every space of The Coffee House is well-invested, luxurious and beautiful Yellow, white and black tones are still dominant, along with the design corners to receive natural light, helping the shop look clean, airy but no less luxurious Customers coming to The Coffee House will be able to choose their own favorite corner easily.
Open space, wide seats, and attentive service, strong wifi are the advantages of The Coffee House In the morning, you can sit to receive guests; In the evening, you can stop by to read a book, work or chat with friends; it is a place where they feel at home and are treated like close friends.
Weakness: Many stores belonging to The Coffee House chain are encroaching on the sidewalk Many customers feel concerned about the parking service at the store.
Strengths: The sophistication of The Coffee House's team is not shown in an ostentatious way, but with the dedicated care of the staff here, from waiters, cashiers to security guards The glass of filtered water is always filled, and the car is taken to the place Do not wait until prompted, staff always meticulously observe the activities and wishes of customers to assist at all times This many times has made people come here excited because they feel their care is very sincere and simple However, very few brands can make customers satisfied with this very small thing like The Coffee House.
It can be seen that The Coffee House is building a polite and friendly brand image. Thank you and sorry are always with them at the right time, in the right place and very delicately Importantly, it is expressed authentically through the way they act The policies that The Coffee House built in the working culture have taken away the loyalty of employees Since then, maintaining the dedication, enthusiasm and sincerity in service as well as ensuring the uniform quality of the whole system throughout the operation process.
"Human-centered" from small things has brought huge effects From employee happiness to customer satisfaction, they have naturally become a familiar place for many people.
RECOMMENDATION
Focus on core products because when customers come they have too many choices. Having a key and outstanding product will make customers more interested and attentive The recruitment, training and control of employees are very strict As well as closely monitor the facilities of the shop Stricter and more detailed processes as well as loss of benefits for employees Constantly changing and updating processes and new service types to attract more customers' attention In addition, after-service customer care is an important and indispensable thing in the service industry.
The Coffee House should diversify the menu with drink and cake combos for customers to easily choose and pay less For example: When a customer buys a cup of CAPPUCCINO for 50,000 VND and MOUSSE TIRAMISU for 32,000 VND, but when the customer buys a combo of 1 drink and 1 cake, the price is only 80,000 VND.
Because the cost of producing 1 glass of water with the service is not small Therefore,The Coffee House should consider pricing at a higher price so that the business can cover its costs and can assert its brand in the market compared to other competitors.
In addition, The Coffee House should consider using the location-based pricing strategy of stores The shops located in different locations in the city should have different prices Shops with branches in developed cities and districts should have different prices than shops with branches in less developed cities and districts, in line with the payment levels of people there. Restaurants with good views have different prices than shops with normal views
The segment of The Coffee House currently only focuses on young customers, students and working people who need space to hang out or study and work The Coffee House should expand its store distribution by combining with convenience store chains like Phuc Long and Vinmart as a Kiosk selling takeout products at Vinmart With this distribution model, The Coffee House helps The Coffee House expand its target customers, who are housewives or people who have a habit of going to convenience stores to buy consumer products
On the other hand, nowadays people tend to shop more at convenience stores because of convenience in shopping and high safety, so with this model, The Coffee House will reach customers more and increase product sales.
In recent years, The Coffee House's marketing strategy has been outstanding and impressive Currently, the Covid-19 epidemic is not over, The Coffee House needs to maintain and promote activities such as sponsoring food and water for people and doctors to join hands in combating the dangerous epidemic.
It is necessary to promote The Coffee House Go Green programs – a series of environmental activities by creating TVC, posting interesting posts on Youtube, Facebook, Website to initiate new trends in limiting the use of plastics.
Noticing that the engagement on The Coffee House's Facebook channel is still not strong, the brand should promote minigames or invite influential people to share and promote products.
The Coffee House should reduce promotions as they appear almost every week and are no longer special to customers Brands should only occasionally create special promotions to stimulate market demand.
Because the customer service process has nothing outstanding or special compared to competitors We can transform the process like self-service customers, buffet table will be much more interesting
In material factors, customers feel most concerned about parking lots The problem is that the parking area is quite tight, but the number of customers is too crowded so The Coffee House needs to try to expand its parking area or can rent the nearest parking lot possible. Discipline security guards who are ied with guests.
To protect the environment, The Coffee House should limit the use of plastic straws, which can replace them with dried grass straws This straw is both environmentally friendly and cost-effective for businesses When buying 500 straws or more, the price is reduced to only VND 1000 / tube This makes sense because the restaurant's water is often less accompanied by toppings.
The Coffee House should have more reward modes for employees such as travel sessions 1-2 times/year to build good relationships, and the solidarity of employees and managers in the company The majority of part-time employees rated The Coffee House as paying them quite low Most part-time employees are students who do not yet have stable jobs. The salary of a part-time employee is only 16,000 VND / hour Therefore, The Coffee House should have a policy to increase their salary For strategic products, The Coffee House needs to encourage employees to actively sell products by offering an extra bonus for each product, which will make employees more active, more motivated and at the same time increase company's sales.
During the Covid-19 pandemic, The Coffee House should try to ensure income for its employees From managers, full-time employees to security guards are on paid leave At the same time, the company should also support some basic paydays, employees alternately work in delivery stores to get income Office workers don't have to quit.
Because The Coffee House branches are expanded throughout the country, monitoring and supervision are difficult Therefore, the company should strictly manage and regularly monitor, listen positively, encourage employees, and always try to support employees as best as they can The contributions of employees and customers help the company timely repair and handle shortcomings.
Through The Coffee House's marketing and mixing strategy, we can see the current state of the brand's business in the market With more than 7 years of operation, understanding the market and good management has helped The Coffee House coffee brand despite being born late but is growing faster than many competitors in the coffee market.