TABLE OF CONTENT Chap 1: The opening 1.1 The reasons of picking up this topic 1.2 The purpose of the thesis 1.3 The significant of particularly researching this topic 1.4 The scope of the thesis topic 1.5 Methodology sections 1.6 Literature reviews Chap 2: Content of the topic Executive summary Current marketing situation of the chains of coffee stores - the Coffee House 3.1 Analyzing the variety of market and the market description of Coffee House 3.2 Analyzing the Coffee House's method of distributing products 3.3 Analyzing the facing competition environment in coffee industry in term of the Coffee House 3.4 Reviewing the product compared to the demand of customer Scrutinizing the SWOT component of the chains if coffee stores- the Coffee House 4.1 The strength of the coffee stores- the Coffee House 4.2 The weaknesses of the coffee stores- the Coffee House 4.3 The opportunities of the coffee stores- the Coffee House 4.4 The threats of the coffee stores- the Coffee House The marketing objective and issues appearing in the marketing strategies of the Coffee House in term of examine the years planning processes 5.1 The previous year 5.2 The current year Scrutinizing the marketing strategies of the chains of coffee stores- the Coffee House 6.1 Analyzing the positioning of the Coffee House 6.2 Analyzing the production strategies of the Coffee House 6.3 Analyzing the pricing strategies of the Coffee House 6.4 Analyzing the distribution strategies of the Coffee House 6.5 Analyzing the market research of the Coffee House Exploring the details of the Coffee House marketing action programs Budget for operating the marketing strategies of the Coffee House The controlling of marketing strategies in the Coffee House Chap 3: The summary and recommendation Acknowledgement Throughout the process of learning, exploring and researching in the principle of marketing class, our team has already completed the topic “Analyzing the appropriate marketing strategies of the chains of coffee stores- the Coffee House.” On behalf of all members in the group, I would like to express the honors and gratefulness to those whose joined-hand to accomplish our thesis Especially, mr Zafa the professor and lecturer who taught us at the basic knowledge and brought us a huge understanding about the general of principle marketing Our team is also thankful for the supports of the older students of K17, K16 and our friends in the International University Ho Chi Minh city, 22/05/2019 Group Chap 1: The opening 1.1 Reasons of picking up this topic Nowadays, coffee is one of the most essential and famous beverage which serves a mass demand of all social classes From the wealthy households to the average ones, the daily consumption of coffee has become familiar and common According to the Viet Nam Central Highlands forestry science and technology institute, the amount of coffee consumed annually is about kilogram for each individual American and kilogram for each at England Especially in Asia, the habit of drinking coffee as a morning tea has raised to a new level, becoming one of the unique cultural features in the attentions of international friends In addition, the effects of coffee on human health have been studied since 1897 And in recent, many science evidences about beneficial of coffee have been specifically and accurately studied for public-showing including the Battig's research in 1987 and Macrae's research in 1989 Most recently research results in 2017 of Grosso showed that drinking coffee has benefits in reducing the risk of chronic disease such as cancer and cardiovascular disease However, according to studies by Messina in 2015 which said that the caffeine in coffee can cause some value effects like central nervous system stimulation leading to the increase in focusing ability and reducing the drowsy and tired felling In Vietnam, according to international experts, the sense of protection of people's health has increased markedly because of the habits of drinking coffee of people gradually increasing quickly This contributes greatly to promoting the importance of the coffee industry to daily life From 2018 until now, the coffee market have been evaluated as one of the five industries in very high growth potential and make the huge attractive profits, while the cost to face risks is very low According to the survey of university of Economics and Finance Ho Chi Minh City, Vietnam in 2003, the average growth rate of coffee is about over 15.65% per million units purchased a year, domestic and foreign businesses must totally enhance the level of competition based on the terms of the quality and the designs of both on the products and also services To that, the marketing strategies of businesses must be applied effectively, whether it is big or small model Because of those positive purposes of increasing the level of human health and making good profits for business, many business models of coffee chain stores are established However, the coffee business model is not always going to succeed Especially in Vietnam, even most of the major coffee chains operating in Vietnam experienced an increase in sales scale last year 2018 for example the Highlands Coffee with 240 stores over the country, but still many did not achieve good profits for example the Trung Nguyen coffee reduced in 50 selling percentage over last year According to news, almost all causes of losses in Coffee stores are blamed on the shortage of operating capital, however, with the excitement of the current coffee market, the competitive component is the potential cause of the bankruptcy which explains that the contributions of applying the suitable marketing strategies is the core factor leading to the selling successiveness Turn back to one of the giants in Vietnam's coffee industry Coffee House the coffee chains of stores have been at the forefront of the best seller for many years to now Thanks to the reasonable and effective marketing strategies which is applied by not only for profit earning but also for the ambition as serving customers, the Coffee House chains of coffee stores are possible in making Vietnam's coffee industry become a popular brand that can compete with both local and foreign brands Because we are the students who are eager to learn about the success of others, our team decides to analyze the topic the appropriate marketing strategies of the chains of coffee stores- the Coffee House ... Exploring the details of the Coffee House marketing action programs Budget for operating the marketing strategies of the Coffee House The controlling of marketing strategies in the Coffee House... learning, exploring and researching in the principle of marketing class, our team has already completed the topic “Analyzing the appropriate marketing strategies of the chains of coffee stores-... to accomplish our thesis Especially, mr Zafa the professor and lecturer who taught us at the basic knowledge and brought us a huge understanding about the general of principle marketing Our team