LV Thạc sỹ_Improve the development of Segafredo coffeeshop in vietnam

i ACKNOWLEDGEMENT I would like to express my sincere gratitude to my supervisor, Mrs , the lecturer of the Foreign Language Faculty, National Economics University Her deep knowledge and her enthusiasm have really been useful helpness for me During my intership period, her guidance and her encouragement have provided good directions to help me complete my report In addition, I would like to show my great regard for the director of Segafredo for cooperating with me during the last time They provided me with a best environment and useful advices to complete this report Moreover, I would like to thank all staff in Segafredo because they always kept good relationship with me and behaved kindly towards me like a colleague of them Finally, I would like to mention my best sincere thanks to my friends who always understood and supported me whenever I had a difficulty These paticular helps actually bring me much energy to this project ii TABLE OF CONTENTS ACKNOWLEDGEMENT i TABLE OF CONTENTS ii EXECUTIVE SUMMARY iv LIST OF CHARTS, FIGURES, TABLES v INTRODUCTION CHAPTER I: INTRODUCTION OF SEGAFREDO GROUP 1.1 Information of Segafredo Group 1.1.1 Segafredo Zanetti 1.1.2 Segafredo Zanetti in Hanoi 1.2 The shortcoming of Segafredo Group in Vietnam CHAPTER II: THEORETICAL FRAMEWORK 2.1 Researching market 2.1.1 The definition of research market 2.1.2.The marketing research brief 2.1.3 The potential market .9 2.1.4 The research market proposal 10 2.1 Product theory 11 2.1.1 The definition of a product 11 2.1.2 Three levels of a product .12 2.1.3.Product Attributes 13 2.2 Employee element in a business and the connection between employee and manager .15 2.3.1 The definition of employee 15 2.3.2 The role of employee in a business .15 2.3.3 The factors affecting employees 16 2.3.4 The connection between employee and manager .19 CHAPTER III: ANALYSIS AND FINDINGS 21 3.1 Overview of product and staff training in Segafredo Group 21 3.1.1 The requirements of products of Segafredo Group 21 iii 3.1.2 The requirements of staff training in Segafredo Group 22 3.2.The situation of Segafredo in Vietnam .23 3.2.1 Problem 1: Changes of product quality and product appearance 24 3.2.2 Problem 2: Staff management and training .29 CHAPTER IV: RECOMMENDATIONS 33 4.1 Modifying problems existing in Segafredo 33 4.1.1 Applying a good marketing research for Vietnamese market 33 4.1.2 Training for staff 33 4.2 Building a marketing and PR stratergy 34 4.2.1 Step 1: Become a culture representative to appoach customer 34 4.2.2 Step 2: Build the promotion and customer service system by using network tool 34 4.2.3 Step 3: Unite other brandnames to create an efective business model 35 CONCLUSION 36 APPENDICES vi APPENDIX 1: Interview Questions vi APPENDIX 2: The original Menu Of Segafredo vii REFERENCES .xi iv EXECUTIVE SUMMARY When a big company wants to expand the scale of business, besides the important requirement that it has a steady foundation, it must build up a good and detailed plan for developing market The marketing research is a key step for the firm to find out which is the potential market, what is the needs of costumers, how to launch the new market etc Segafredo group is a huge firm on over the world because of the coffee selling system So its managers always pay a lot of attention to research potential markets However, it seems to have some troubles when coming a new market like Vietnam where residents enjoy coffee by their particular way In addition, Segafredo group reveals the weakness of staff management and training when being in Vietnam The shortcoming and the weakness of Segafredo will be recommended in this project So that this report will find out the reasons and explain each of factor basing on the theoritical framework Finally, the recommendations also are given after analysing the real situation of Segafredo group in Vietnam The report is not sufficient because of my lack of knowledge and experience, I hope to receive more responses from the readers to complete my report v LIST OF CHARTS, FIGURES, TABLES Chart Chart The components of market potential 10 Chart The research design 10 Chart Three levels of a product 12 Chart Maslow's Hierarchy of Needs 17 Figure Figure Logo of Segafredo Zanetti Figure Product features of the Nguoi Viet telecom company in the “ Vietnamese uses Vietnamese goods” strategy 14 Table Table The revenue of Segafredo 2009 and 2010 23 Table The revenue of Segafredo in first months of 2011 .24 Table Comments of product quality in Segafredo coffeeshop at Xuan Dieu street 25 Table Comments of product quality in Segafredo coffeeshop at Hang Gai street 26 Table Comments of consumer about product appearance with the original menu in Segafredo 27 INTRODUCTION Marketing research becomes important for each business which wants to expand its business scale and appoarch into new market nowadays However, beside researching market, the firm should not forget to improve the management and training for its own staff It is the best way to gain success Background After my 3-month intership as an assistant of manager in Segafredo restaurant belonged to the Limited Food One Member H&A company, it is found that although Segafredo does business following to the way of the Italian original Segafredo which is very successful all over the world But it reveals the weaknessees of researching marketing, developing product and staff Based on my result research, I choose the topic for study: “Improve the development of Segafredo coffeeshop in Vietnam” Rationales My study targets as the following objectives:  Point out the shortcoming of Segafredo coffeeshop in present  Analyse the factors causing and affecting the business result  Recommend some methods to improve the development Research questions The report will focus on answering these questions as follows:  How is the situation of Segafredo coffeeshop?  What are the reasons causing the bad results of Segafredo in present?  Which solutions should managers choose to improve the development of Segafredo? Methodology Methods in this research is to collect data from the company Also, some surveys will be applied with interview method Besides, all necessary data after collecting will be analysed to show the problems clearly In addition, the other method using in this research is observation Sources and method of data collection In the range of my research, the report uses the data collected from the data centre of Segafredo and bases on the result of two interviews carried out with consumers and staffs in two coffeeshops including Segafredo in Vietnam: Segafredo at 39 Xuan Dieu and Segafredo at Hang Gai In the additon to the Introduction, Appendix, Reference and Conclusion, the report includes four main chapters: Chapter I: Introduction of Segafredo Group: including introduction of Segafredo Group and the shortcomings in present Chapter II: Theoretical Framework: including theoretical framework about marketing research and staff management and training Chapter III: Analysis and Findings: including analysis and findings about the problems of Segafredo Chapter IV: Recommendations: including recommendations for improving the development of Segafredo CHAPTER I: INTRODUCTION OF SEGAFREDO GROUP When metioning the trademark – Segafredo Zanetti, people who love coffee usually think about kinds of coffee drinks as well- known as Espresso, Latte, Cappuchino Nowadays, Vietnamese clients enjoy beverages of Segafredo when tasting a cup of famous espresso in a Italian coffeeshop right in the heart of Hanoi Therefore, in this chapter, the report provides some basic information about Segafredo Group as well as its problems to make readers understand the establishment processing and the current situation of Segafredo Vietnam in present 1.1 Information of Segafredo Group Segafredo Group is well-known all over the world because of coffee selling system It has two kinds include Segafredo Zanetti and Segafredo Espresso Massiomo Zanetti is the person who founded Segafredo Zanetti and developed initially the business within Italy where it soon became a leader in the licensed and public premises market Then the company expanded into consumer market and large scale retail trade before going onto the international markets In the range of researching, the writer just recommends Segafredo Zanetti which now appears in Vietnam Figure Logo of Segafredo Zanetti 1.1.1 Segafredo Zanetti Segafredo Zanetti belongs to Masimo Zanetti Beverage Group including a wide network of companies that are rapidly and constantly growing worldwide Establishment and Scale Segafredo Zanetti Espresso appeares as an Italian coffee shop on April 1, 1988 when the first bar opened in Paris on Bovelard des Italien Soon after, it opens in Vienna an Amgrabe, uniting these two cities with Venice, in the European tradition of coffee consumption which is dating back on the 17th century It is the first private group in the coffee world with 120,000 tonnes manufactured every year Massimo Zanetti Beverage Group had a unique business designs since thanks to the direct control of the whole production on chain it is totally intergrated Massimo Zanetti Beverage Group includes many different well-known international brands Most of them are leaders of their field in their locations They are evaluated as a rich variety of high quailty regional products It is the leader of Espresso producer in Italy and throughout the world with more than 70,000 clients and 50 million cups of esspresso drunk everyday Mission Its mission is to spread the taste, the culture and preparation method of the true Italian Espresso to the whole world Segafredo offers professional catering clients and intergrated range of products and services that have been specifically designed to meet all of the market’s needs Characteristics These range from originary activities, with on-call assistance through the company’s wide network It could extra services such as consulting clients on their choice of equipment and a carefully devised training plan for coffee shop staff All of this is focused on a single objective: to provide customers with the true espresso culture Exclusive blends are made especially for bars They are carefully formulated in order to enhance the own characteristics of the coffee beans which used The coffee beans are the best quality Arabica and Robusta beans which give the true Italian Espresso Besides coffee, Segafredo Zanetti selected for bars carefully regional products from cocoa to tea, cocktail etc Furthermore, Segafredo Zanetti is aware that not only the coffee and product quality, but also the bar’s atmosphere and welcome, convince client to come back and again Therefore it has developed and elegant range of bar materials, which takes account of bartender’s activity and furnishing of the venue Store Untill now, it has outlets in  Rabat – capital city of Moroco January 13th , 2011  Seoul – capital and largest city of South Korea Febuary 25th , 2011  Australia – October 13th , 2010  India – December 22nd, 2010  Paris – November 19th , 2010  Vietnam – May 25th, 2009 Products Segafredo Zanetti brand represents the passion for coffee in the world:  Mocha: For those who love tradition and prepare coffe with mocha, Segafredo Zanetti offers a product range that has been expressly designed in order to satisfy all tastes  Coffee machine: For those who wish to taste a good coffee at home, Segafredo Zanettioffers a range designed for espresso makers  Coffee bean: Blends with an unique taste for coffee lovers, who love to grind the coffee at home in order to enjoy the whole aroma and fragrance  Coffee grinder: It seems an important step forward in coffee quality The grinder which is provided by Segafredo is an available tool to make a good cup of espresso coffee In which, espresso is the famous coffee product of Segafredo Espresso is the art of a symphony played with the many elements of an orchestra According to the Segafredo Zanetti philosophy, true Italian espresso is comparable to French champagne: the different varieties of grapes for producing champagne come from a single zone, but are selected and blended to obtain the best possible quality Segafredo Zanetti is the only company in the world to use the same principle for its 28 their countries To paralled with the offical menu of Segafredo ( please make refrerence the menu at Appendix), almost customers say that the menu of Segafredo in Vietnam is still undiversified It doesn’t have products which really symbolize the style of Segafredo Menu Hot drink Description Including special coffee drink of Italy: Espresso, Cappuchino, Latte Comments 89% agree that espresso is very excenlent however 77% complain that espresso lacks of chocolate bar, cake- which is main part to make the taste of coffee more special 65% is unsatisfied with the Vietnamese milk using in Cappuchino, Latte Iced coffee Including Granita (ice snow 63% say the volume of dink), iced coffee such as coffee in Granita is not Espressoo Granita, Mezzo Mezzo enough Granita, Iced Latte etc Fruit Juice Including Frulatti (Blended of 52% say the performance of Fresh juice) drink is no eye- catching or really impressed 34% say Segafredo should utilize more and more tropical fruit to create impressed beverages Special Segafredo Icluding drinks made following 51% complain that the taste drink to Segafredo style is too fat withou bland flavour of fruit and coffee Table Comments of consumer about product appearance with the original menu in Segafredo In conclusion, changes of the quality and appearance of products in Vietnam made mistakes clearly Thoughfully finding the reasons will help managers evaluate their approach is perfect or not The reasonsof the mistakes 29 The faults of changes the quality and appearance are come from two main reasons: the difference of the way of enjoying coffee and the way of making coffee It seems easily to find that the difference between Italian coffee - espresso and Vietnamese coffee is the way making coffee If Italian uses coffee machine and Vietnamese people use chop to have drip coffee The processes of making espressp are complex Besides, baristas –who make coffee are required to get well skilled and experienced It is said that the skills of baristas are also the inevitable element to make perfect espresso besides the quality element As we know, Vietnam also is a exported coffee country ranking just after Brazil which is on the top of countries producing coffee In Vietnam, Robusta coffee trees are planted very much in Tay Nguyen and Robusta beans are the major ingredient to make coffee for Vietnamese In contrast, Arabica beans are the major ingredient to make Italian coffee Arabica beans are more aromatic and tasteful than Robusta beans But they are difficult to plant and to cost much for production So the price for a cup made from Arabica is very expensive In spite of expensive price,the better quality is the reason for galaxy restaurants like Segafredo to choose as the special beverages Unlike Italian drinks coffee right in the bar, Vietname clients like to sit at the pavement in a long time to chat and meet friends The researcher takes note that Vietnamese people have a special routine They don’t need to sit in a space where is too luxary Just stopping anywhere – a street, the head of the road or the market, just a warm conner in a street, some simple chairs and some cups of iced tea, they can sit many hours for chatting or dicussing about anything It’s a normal characteristic of major Vietnamese However, this simpleness will be a difficulty for any restaurants of foreign brandnames which want to approach Because they must park their motobike, wait for service and many things to have what they want In while, they can relax easily when coming a Vietnamese small restaurant According to the observation, the major consumers who come to Segafredo are Vietnamese people - 79%, then foreign businessmen who live and work in Hanoi – 27% and the rest is tourists The number 79% means that Segafredo must provide product following to this consumer type Also, after carring out the interview with fifty consumers, the major comments received that the taste of Italian coffee are quite soft while the taste of Vietnamese coffee is strong and expressed However, 56% answered that they feel satisfied with the Italian soft coffee taste 30 In conclusion, because of these numbers, producers of Segafredo need to find out a detailed plan that they should continue to change their product to meet the Vietnamese flavour as well as their routine Besides that they still persuade the local people to the Italian style by their perfect products 3.2.2 Problem 2: Staff management and training Overview of the staff in Segafredo According to the observation and the interview result, Segafredo has 90 staff who work in both two coffee shop addresses They are young people and interested in their job There are two types of staff: barista – who mixes drinks and waitress – who serves and cares consumers Baristas are selected carefully by Italian experienced experts Almost baristas have graduated from Tourism Training College – a school provides and profesionally trains people working in the tourism field such as restaurant, hotel, etc According to the interview result, 75% baristas have a qualification related to making drinks, 24% baristas haven’t trained in professional organizations but learned themselve after working in coffee shops So, it means that the quality of baristas are not qualified Besides, waitresses are also considered as the face of restaurant because they meet and serve consumers directly Unlike baristas, waitresses of Segafredo are not selected too carefully, 76% of them work there as a part- time job The rest are people graduating from Hoa Sua career training school – a school is quite famous for hiring managers in recent time It seems like the situation of baristas above, the quality of waitresses is not similar and the distance among them is quite wide In addition, there is a fact that Segafredo doesn’t usually hold training courses for its staff Training is a long time process and needs to occur each month or each year depending on training plan However, it is not usual in Segafredo It reveals that manager s are not aware of the important role of training for staff In the case of Segafredo – a big group is famous and respected all over the world, it is unacceptable So, there are the biggest problems of Segafredo managers to be solved in the future The factors affecting staff perforemance  Knowledge and skills: 31 “Barista” is Italian word to show a person who is a coffee-house employee ,usually works with a coffee machine, prepares and serves espresso-based coffee drinks As my understanding,the coffee machine or the espresso machine is complex so that baristas must have a high knowledge about it The three most common types are manual, semi automatic or automatic The functions and how to use are completely different, but the barista has to understand deeply all of these features Baristas are usually trained to operate the machine and to prepare the coffee based on the guidelines of the roaster or the shop owner The requirement of baristas is the knowledge of the entire process of coffee to effectively prepare a desired cup of coffee This knowledge includes the correct operation, maintenance and programming of the machine, grinding and tamping methods, extraction times, water temperature and quality, micro milk frothing, free pouring, latte art, roasting, coffee plant cultivation, drying methods, correct storage, renewable methods of disposal, recycling of the coffee and packaging used A barista can acquire these skills by attending barista training classes or on-the-job training In practise, almost staff of Segafredo in Vietnam are people who have just gradutaed from Tourism training college They have ever worked in bars and had exprience in mixing wine They learned all knowledge by themselve It means they are not trained in professional schools so that their knowledge and skills are not enough Especially, the writer expresses that coffee machine seems stranger for many people It needs a long time to get accquaited  Family According to theory above, like all employees in any organization, staff of Segafredo have family problems in their life Some people may have frequent problems which may also affect their work 87% staff working in Segafredo are born in labour families They just work early to help their families to solve the finacial problem On the other hand, they really want to continue their study in college So we can easily understand that they choose to work and study in career training school As we know, Vietnam is a developing country now It means their life still suffer a lot from objective factors So the standard of living is still unstable For example, if a member of family has trouble with health, it will cost a lot of money The problem seems not simple when it affects the emotion of staff 32 immediately Because of these reasons, the employers should show compassion on the worker’s problems to help the worker function effectively  Workplace In today’s competitive business environment, organizations realize employees as their assets So it is the reason for them to no longer afford to waste the potential of their workforce There are key factors in the employee’s workplace environment that impact greatly on their level of motivation and performance Segafredo managers also are aware of this keys They always find out what these factors to encourage their staffs are and how to create performance of staff According to theories related with goal- setting, MBO system is really an useful tool for managers to control the activities of the whole staffs From the observation, in Segafredo, the staff have not been guided to work following to this method They are required to no more than what is their duties In Segafredo, the performance of each staff is recorded by supervisor The duty of supervior is to appreciate and comment in a monthly report to the manager However, it is lacking of meetings between staff and managers each month Meetings are very important because in meetings, they can discuss about problems which is existing such as how the attitude of staff is to customer, what barista should complete about training his ability, how to reward for staff etc Also, in the meeting, managers of Segafredo inform appraisals for each staff to help them withdrawnlessons by themselve  Motivation Segafredo staffs are almost young at the age of 19 -30 Because they are young so they are ethusiastic with their job However, in turn, their enthusiasm needs to recieve supports from their managers It is a sign to show for staff that their superiors recognised their efforts for the company’s success Segafredo staff always receive the personal evalution each month to know how is their performance and the evaluation of managers Moreover, in the process of working, the opinion of staff is respected seriously by managers It is the fact that when the kitchen of Segafredo restaurant makes a new drink, all staff are questioned to show their assessment about product Any goods ideas will be recognised and rewarded available It is really a good way for managers– not only receiving comments but also showing their concerns about the opinion’s staff 33 However, there is still limited for staff to receive encouragement from managers as well as improve the relationships between them The meeting between staff and manager contributes to improve the relationship both of them very much In fact , there are not any meetings between them each month Besides, there is a truth that some of managers in Segafredo who are Italian bosses don’t have good relationship with their surbodinates They always blame their staff in front of customers It not only causes a bad impression for customers, but also makes the relationship between the boss and staff worse This a lesson for the bosses about how to behaviour with their employees Researching market and managing staff are two basic things for each organization in general and Segafredo in separate In Segafredo, the research of Vietnamese market seems not be paid enough attention by decision-makers such as: they have not had any good plans to find out how is the taste of Vietnamese customers, the changes of product have not persuded customers yet.Another problem is the way of manage and training for staff to keep their performance always well Segafredo group should solve these problem as soon as possible to make sure the stable foundation and the development in the future 34 CHAPTER IV: RECOMMENDATIONS 4.1 Modifying problems existing in Segafredo 4.1.1 Applying a good marketing research for Vietnamese market First of all, to solve problems which still exist in Segafredo restaurants, marketers of Segafredo should build a stratergy of researching the taste of Vietnamese carefully As mentioned above, differences in the culture and the taste of Vietnamese make the acception of western style products difficult Therefore, marketers really have to pay attention in developing a perfect plan to promote clients In while, other foreign brandnames haven’t come into Vietnamese market, Segafredo managers should take this change to expand Segafredo name widely Besides, producers of Segafredo should aim to the main customer- businessmen who are high income people They are customers who have needs to use high quality service like Segafredo To attract them, producers should research the new rate of mixing coffee beans to create stronger product As we know, coffee products made from Arabica and blend with fresh milk are very soft, smoothie Many customers love it by this taste However, by the way of taking advantages of Arabica beans – which is expensive and more tastful than Robusta- and mixing with Robusta , producers can attract not only foreign people but also Vietnamese customers 4.1.2 Training for staff To serve perfect coffee for customer, Segafredo managers need to pay attention to raise the quality of staff For barista, training is very important to decide the quality of coffee So the training should occur tiwice a year with the guidance and examination of Segafredo experts Moreovers, to help barisata understand the level of other collegues, Managers should open the examination between them It is a way to make them learn each other For waitress, managers should choose people who graduated from training career colleges to make sure that they have enough skills and experience to perform excellently 35 4.2 Building a marketing and PR stratergy There are no doubt that business development is vitual to keep the growth of a company going Nowadays, large corporations are always looking for the ways to develop the scale the best as possible Here are a few of recommendations to help Segafredo managers to find out the best solution They include three steps following as: 4.2.1 Step 1: Become a culture representative to appoach customer As we know, beverages of Segafredo always have cultural meanings Espresso symbolizes the lifestyle and culture of Italy The true Italian espresso is comparable to French champagne: the different varieties of grapes for producing champagne come from a single zone, but are selected and blended to obtain the best possible quality Basing on these advantages, managers can build Segafredo as a cultural icon to introduce and promote the Italian culture and their country to Vietnamese people It is also to open many chances for Segafredo product to attend high- profile events It’s always good to get noticed from the community 4.2.2 Step 2: Build the promotion and customer service system by using network tool The internet is an incredible tool for manageing and caring customers Internet has a great potential for improving customer service quickly and economically By building a good website, Segafredo managers can make their products access easily to customers.In the website of Segafredo http://www.centralfoodretailsegafredo.com, product information, introductions etc are very good But meanwhile, there is still mising the reflections of customers about products If managers creat a separated part for customers to send their reflections, they will know the shortcomings of products easily By building a good website, managers can make their products access easily to customers In the website http://www.centralfoodretail-segafredo.com, the product information, introductions and tips of making good coffee etc are very useful But there is still missing the part where can receive reflections of customers about products Managers should create a separeted part for customers to send their reflections As a result, they will know the shortcomings of products easily and fastly 36 4.2.3 Step 3: Unite other brandnames to create an efective business model The combination of famous brandnames is the model in which two product lines have the ability to add features and support each other, for instance, the combination of foods and beverages Todays, this model have a tendency to increase In Hanoi, we can see the combination between Coca cola and KFC, Anfresco and Heiniken, Illy coffeeshop and Thai Village restaurant After running business a few years, this model has demonstrated flexibility of providing customers with the innovative combination In addition, besides the successes, the failures of those brandnames are also lessons for Segafredo in finding its partner in the future In conclusion, this section provides some supports for managers to improve the business Although these recommendations are very neccessary for managers in present, however, their decisions are the most important and a key to help the business develop 37 CONCLUSION The report is the result of my three- month intership in Segafredo coffee shop It is hoped that the information in this report has been interesting and available to the business of Segafredo I know there are still not revelant solutions for the problems which are existing in the activities of Segafredo, but being aware of these problems and how they affect its business is a big recognization Marketing research, management and training staff issues are the reasons causing the slow growth for Segafredo’s development and these should not be overlooked by managers It is regarded for them to understand better and fix the problems in next future This can cost a long time towards repair and develop positively the business scale, which is a sign to show the power and strength of a company Also, for students are preparing to graduate from National Economics University, I hope that this report will help students have a good knowledge in the area- how to develop a company if someone of them really starts to a business vi APPENDICES APPENDIX 1: Interview Questions Have you ever drink coffee? What kind of coffee you usually use? Have you tried to drink coffee of foreign brandnames such as Illy, Gloria Jeans, Segafredo? Which characteristic you feel satisfied when using coffee in Segafredo? What is problem which makes you unsatisfied when using coffee in Segafredo? In your view, what is the difference between Vietnamese coffee brandnames and foreign coffee ones? How you think when drinking coffee – made by coffee machine? vii APPENDIX 2: The original Menu Of Segafredo Beverages Espresso : A Rich PressureBrewed Coffee Featured A Layer Of Rich Dark Golden Cream Called Crema Espresso Doppio : Double Espresso Shots Caffé Lungo : Long Extraction Of Espresso Caffé Macchiato : Espresso With A Dash Of Milk Cappuccino : Espresso With Creamy Milk Foam Caffé Latte : Espresso With Much Steamed Milk And Creamy Milk Foam Mezzo Mezzo : Caffè Latte Macchiato : Espresso, Chocolate And Steamed Milk Marked With Chocolate Powder viii Iced Caffé Latte : Espresso And Milk Over Ice Caffé Shakerato : Espresso and Syrup Shake Well With Ice Foods Iced Mezzo Mezzo : Espresso, Chocolate and Milk Over Ice Iced Caffè Latte Macchiato : Espresso Granita : Espresso And Vanilla Ice Cream Blended With Ice Mezzo Mezzo Granita : Espresso, Chocolate And Vanilla Ice Cream Blended With Ice Chocolate Granita : Chocolate And Vanilla Ice Cream Blended With Ice Blood Orange Granita : Blood Orange And Vanilla Ice Cream Blended With Ice ix Ciabatta Prosciutto e Rucola (Prosciutto Ham & Rocket) : Prosciutto Ham, Rocket, Lettuce, Tomato, Ciabatta Bread Ciabatta Coppa e Pomodoro (Coppa Ham) : Coppa, Lettuce, Tomato, Olive Oil, Ciabatta Bread Panini Prosciutto (Prosciutto Ham & Parmesan Cheese) : Prosciutto Ham, Parmesan Cheese, Mustard, Olive Oil, Panini Bread Panini al' Tonno (Tuna & Emental Cheese) : Tuna, Emental Cheese, Tomato, Black Olive, Onion, Olive Oil, Caper, Panini Bread Panini Caprese (Mozzarella Cheese & Salsa Pomodoro) : Mozzarella Cheese, Salsa Pomodoro, Tomato, Pesto Sauce, Mustard, Panini Bread Panini Prosciutto cotto e Pancetta (Ham, Bacon & Emental Cheese) : Ham, Bacon, Emental Cheese, Fresh Basil, Mustard, Panini Bread Bruschetta Pomodoro Marinato : Marinated Tomatoes, Green Olive, Parsley and Olive Oil Served on French Bread x REFERENCES English Drucker P.F., The practice of management (1954), Harper & Row Publishers, New York Green P.E., Tull D.S and Albaum G (1993) Research For Marketing Decisions, Prentice-Hall, Englewoods Cliffs, New Jerseys URL:http://www.fao.org/docrep/W3241E/w3241e02.htm Garner B.A (2009), Black’s Law Dictionary, West Group Kotler P., Amstrong G (1996) Principles of Marketing , Prentice Hall, Englewoods Cliffs, New Jerseys, 274-283 Malhotra N.K., Birks D.F (2007) Marketing Research: An Applied Approach, Financial Times Prentice Hall URL: http://www.pearsoned.co.uk/malhotra_euro Maslow A (1954) Motivation and Personality, Harper & Bros, New York URL: http://www.abrahammaslow.com/audio.html McNamara C (2010) Field Guide to Leadership and Supervision in Business, Authenticity Consulting, LLC URL: http://www.authenticityconsulting.com/pubs/Mgmnt/MS_pubs.htm Segafredo Group, Brand history URL:http://www.centralfoodretailsegafredo.com/en/company/index.html ... analyse the shortcomings of Segafredo coffeeshop in Vietnam following to the theoretical outline This chapter includes two main parts: the overview of product and staff management and training in Segafredo. .. “Improve the development of Segafredo coffeeshop in Vietnam? ?? Rationales My study targets as the following objectives:  Point out the shortcoming of Segafredo coffeeshop in present  Analyse the factors... products in Ho Chi Minh City 1.2 The shortcoming of Segafredo Group in Vietnam During three years to come into Vietnam market, the total income always was in high rate However both the income and the