Comparison marketing mix strategies between the coffee house and highlands how they achieve their objective by using 7ps

INTRODUCTION

This report presents an analysis of The Coffee House (TCH) and its direct competitor, the Highlands coffee chain, through two primary tasks Task 1 involves researching TCH and comparing it to Highlands using the 7Ps marketing mix strategy, summarized in a comparison table This analysis will highlight the differing objectives of the two coffee shops based on their marketing strategies In Task 2, we will introduce a new campaign and provide an overview of the company's current goals and development plans.

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Comparison Marketing Mix Strategies between The Coffee House and Highlands How they achieve their objective by using 7Ps

Compare 7Ps of TCH and Highlands

The Coffee House Highlands Coffee

Food & Beverage: Diverse drinks and food They are developing the new type of drinks such as bubble tea or ice- blender (Tomorrow Marketers, 2017).

- Cups made of glass are served at store

- Plastic cups, bags and straws which more convenience is for delivery (Tomorrow

Food & Beverage: Diverse drinks and food They concentrate on coffee and bread (BACCUC, 2018)

- Each drink has their logo.

- They use the plastic cups.

- Easily to take drinks away.

Strategy: Bring the diversity of drink and food to customers Therefore, the customers of The Coffee House are usually the young people (Tomorrow

Strategy: Direct to the normality in service Therefore, they focus more about the type of customers (The Tran, 2017)

Position: Located in the big cities such as Ha Noi and Ho Chi Minh City.

- All stores are built near the main road and have a large frontage.

- More convenience for their customers, especially young customers.

Position: Located in big buildings and malls in Ha Noi and Ho Chi Minh City.

- The space appropriate for both entrepreneurs and normal customers who go shopping in malls.

(Source: kenh14.vn) (source: Facebook)

View: Indoor View: Indoor and Outdoor.

- Based on Market demand - Outdoor seating brings open space,

Customers in Ha Noi experience a vibrant blend of cultures while enjoying outdoor seating TCH stores are designed with ample windows, providing a view of the outdoors while offering comfortable indoor spaces.

Store type: Variety stores (FrancesStore type: Variety stores (Frances

Brassington, et al, 2013) Brassington, et al, 2013).

Target: The coffee house primarily targets a wide scope of audience that can spread anywhere from millennial to those of Generation X, regardless of foreigners or locals Locating near offices, The

Coffee House also aims to attract white- collar workers with the tendency to drink coffee in the morning or during office hours In comparison with Highland

Coffee, The Coffee House attracts and retains a younger customer base who seeks out TCH as a place to meet up with their friends and enjoy a steaming cup of coffee together.

Highland Coffee appeals to a diverse clientele, including middle-class individuals, office workers, teenagers, and foreigners in Vietnam Its unique blend of harmonious domestic and foreign flavors attracts customers seeking a premium coffee experience Notably, office workers represent the primary target audience, drawn by the convenient locations and flexible delivery options that cater specifically to their needs.

The Coffee House delivers its brand message in a unique way compared to other brands in the F&B industry.

- TCH is focusing on products and relies heavily on marketing its coffee stores as a kind of “home” with stories that resonate to its audience (dma.banme.com)

- “Home” where TCH’s loyal customers drink coffee and hang out with friends, their feelings can be heard, and their thoughts can be shared.

Facebook Page: The Coffee House created a page on Facebook which help them easier in connecting with customers.

- Customers who follow the page will receive a notification of new products.

Taking pride in being the harmonious combination of traditional Vietnamese coffee tastes and contemporary, Western ones

- Highland Coffee’s promotional activities aim to highlight its unique positioning strategy among coffee chains in Vietnam.

- The company also implements sales promotion when introducing new products, urging consumers to experiment new drinks and dishes.

Facebook Page: Highland Coffee designed a page called “Highland Coffee Vietnam” which is used to promote their products.

- On the other hand, Highland brought to customers lots of celebrating promotion for national holiday in

- Facebook page also associate itself with customers by uploading lots of promotion such as “buy 2 get 1 for free” or combo of drinks and foods.

Vietnam will uploaded most in Page.

Highland Coffee has established a user-friendly main website that effectively showcases its brand, providing customers with easy access to essential information and a comprehensive catalog of its offerings.

Google - HC uploaded most things on

- The site provides all major Facebook page unlikely TCH. information about TCH such as history, menu or recruitment.

The Coffee House offers enticing promotions to attract customers, including a 25% discount on delivery orders, special combo pricing for drinks and cakes, and buy-two-get-one-free deals Additionally, customers can enjoy a buy-three-get-three-free offer specifically for delivery orders, making it an excellent choice for those looking to save while indulging in their favorite beverages and treats.

20% off for paying through zalopay

Highland promote their products by using lots of sales off event such as change to bigger size for free or in lots of Vietnam’s national holiday.

About event and charity sponsorship Past events sponsored by Highland Coffee include:

Recruitment: They employ the most suitable people depending on the specific requirements and standards post in main website.

- Candidates need to response all functions of positions set by the director and management support team.

Recruitment: They also post recruitment information on the home page in brief form.

- HC requires employees to have a high school diploma or higher.

- Ability lead a team, more 10 people

- Good communication and can speak difference languages

(https://www.highlandscoffee.com.vn/vn/nghe- nghiep.html)

Training courses: They focus on training and improving soft skills for staff.

Including always smiling, friendly or enthusiastic and must be ready to talk,

- Good communication and know foreign languages

Training courses: After recruiting, staff will have to participate in the internship for 2 days For senior management, it will take 3 to 7 days.

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Salary and bonuses: There are incentives Salary and bonuses: and attractive salary - Full – time and part – time

- The special thing is to let employees see employees have the same basic the vision and accomplishments they salary of 17,000 dong/hour. contribute (brandvietnam.com) (highlandcoffeecareercenter fb)

In the initial month of employment, high-level positions will receive training and a full salary, while employees who decide to leave the company will be subject to an agreement that includes a donation of 1 million.

High position like managers: 9 – 11 million dong

The rights outlined above, which include bonuses added to the basic salary, were clearly defined and implemented to inspire the company's policy, first applied to employees in 2015.

- In the charter, the company will share 15% of the company's shares for employees from store level (Bich Nguyen, 2017)

The modern decor of HC features a warm palette of yellow and white tones, creating a clean and airy atmosphere reminiscent of Western styles, particularly Italian influences with ample glass windows The design is complemented by red accents and wooden round tables, fostering a welcoming environment for social gatherings.

Download the latest thesis at skknchat@gmail.com, featuring spacious tables ideal for studying and working, complemented by comfortable chairs and large sofas The coffee shop offers a delightful coffee aroma, enhanced by soft, soothing music that creates a relaxing atmosphere.

Our dedicated staff is always on hand to warmly welcome guests, provide drink recommendations, and serve with enthusiasm and politeness Dressed in black shirts and aprons, they ensure a professional appearance Additionally, our website and social media pages are regularly updated with exciting incentive programs to enhance your experience.

The service staff is friendly and approachable, characterized by their youthful demeanor and constant smiles, always ready to assist customers They wear a distinctive uniform consisting of red clothing paired with black aprons However, the website lacks regular updates on activities and promotions, missing opportunities to engage customers through direct vouchers and leaflets.

Brand and logo: simple logo with 3 colors: orange, white or black Target customers are young people who meet with friends or study groups, work and products at average prices.

TCH is geared towards young people

- Modern style of decorating, serving drinks trend youth.

- Located in large streets with beautiful views.

- The design of the space is cozy and comfortable as at home (Tomorrow Marketer,

- Creating a sense of friendliness and closeness, making customers want to return.

The brand features a distinctive oval logo that embodies a Western aesthetic, prominently utilizing a striking combination of red and white, complemented by a touch of brown reminiscent of coffee This design effectively appeals to target customers, including office workers, families, and middle-income individuals.

HC attract many kind of customers.

- They create a luxurious space which becomes an ideal place to relax for modern consumers while still communicating traditional cultural values: community and friendly cohesion (Phan Hoang Yen, 2014).

First, at each store the security guards prompted the customer to park the vehicle When they leave the security guards will take the vehicle out for customers.

At TCH, customers begin their experience by ordering and paying for drinks and pastries at the counter Once ordered, staff promptly deliver the drinks to the table, accompanied by a complimentary glass of water Should customers need more water during their visit, the attentive staff ensures timely refills to enhance their enjoyment.

Drinks are stored in glass cups, after the customers leave, the staff will clean the table The staff regularly clean and check if the customer has any requirements.

Customers come to coffee shop not only to drink coffee, but also to find a space to meet, work, where they feel

HC also has security guards for customers at both when they come and leave.

Customers place their orders for food and drinks at the counter, after which they receive a vibrating machine Once their drink is ready, the machine will vibrate, prompting customers to return to the counter to collect their beverages.

Drink are stored in plastic cups and staff will come clean when customers leave Staff will also appear immediately when the customer requests.

HC brings a self-service process, ordering and payment process is faster,

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TCH is committed to delivering exceptional service quality, ensuring that customers feel valued in a welcoming atmosphere By optimizing staff costs and minimizing overcrowding, TCH aims to enhance efficiency and accuracy in order fulfillment.

The way they achieve their objectives

1 PRODUCT from packaging to insulation for paper has brought a good image, take care of clients.

- “Not only sells coffee”, which helps TCH approach more types of customers and ages better.

- Thanks to easy-to-locate,

2 PLACE easy-to-park locations, downtown facades, street view, TCH become the

- Drinks of HC help them attract not only local people but also foreigners live in Vietnam.

- Also select the convenient location, high population density help HC's customers easily find the

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- Convenient for delivery and shipper.

- The price of TCH is

3 PRICE reasonable in the potential market, which has made their brand become one of the top choices for enjoying drinks and food.

- Enough to keep customers come to stores regularly.

"house" and insight from their target clients Not only the customers but also the staff also see each store is HOME.

5 PEOPLE more new and talented employees.

- This helps company build store.

- For HC, high price is equivalent to high quality So, they can keep the fastidious customer.

- Because of focusing on coffee, HC has succeeded in attracting large numbers of businessman.

- Many promotions and combos help reduce the price as a customer gratitude They continue to be loyal customers.

- Not public wages will help the company avoid competitors.

To foster employee loyalty and dedication, it is essential to cultivate a culture of ownership and competitive salaries By prioritizing enthusiasm and sincerity in service, organizations can ensure consistent performance and commitment from their part-time employees.

- With careful decoration - Mainstream harmony

TCH prioritizes outdoor experiences tailored to individual preferences, catering to both small and large groups By focusing on customer color choices and criteria, TCH enhances satisfaction and engagement among its clientele.

- Actually, this helps comfortable to choose increase the number of space. customers and sales revenue for TCH.

- The specific process - HC brings a self-service

7 PROCESS brings the best experience process to reducing to the customer and make overcrowded or serving brand become friendlier wrong drinks.

- It also decreases staff costs.

Evaluate TCH’s marketing plan and provide new promotion campaign

Company Overview

The Coffee House (TCH) operates 62 locations, with 49 in Ho Chi Minh City, 10 in Hanoi, and 3 in Da Nang TCH's CEO emphasizes that the "House" represents more than just a coffee shop; it serves as a welcoming "home" for conversations and connections, providing a comfortable atmosphere With its picturesque views, professional staff, and excellent service, TCH is increasingly popular among Vietnamese, particularly teenagers Aiming to be one of the top three coffee chains in Vietnam, TCH employs various marketing strategies to attract customers while upholding core values of high-quality, eco-friendly products and exceptional, friendly service.

The Coffee House is famous all over Vietnam with their classic products such as Caramel Macchiato, Peach Orange Tea, Mocha, with a lot of delicious deserts.

Evaluate the smart of objectives

The company has clearly defined its objectives and has a strategic plan to achieve them For instance, they aim to establish a total of 18 coffee shops across Vietnam by the end of the specified period.

By the end of 2018, the company successfully reached its goals, attracting 10,000 customers daily and expanding to a total of 62 coffee shops since 2015.

Looking back in the recent years of TCH, since the first coffee shop was established in 2014, TCH are more and more

Measurable famous day by day 2-3 coffee shops are built each month all over Vietnam.

TCH aims to expand its presence by increasing the number of coffee shops and positioning itself among the top three coffee chains in Vietnam The company is experiencing significant revenue growth, evidenced by the monthly establishment of new coffee shops Their products are reaching millions of consumers each day.

Attainable Day is enhancing its brand by prioritizing environmental sustainability through the use of paper cups and bamboo straws This commitment not only showcases their unique characteristics but also helps them attract a larger customer base, positioning them among the top three coffee chains in Vietnam.

The FINANCIAL STATEMENT of The Coffee House

Time They are going to achieve their objectives from now.

The objectives of The Coffee House can be saying SMART

Analysis current marketing plan

- Popular brand with young - The price is quite high compared people to young people who are not

TCH offers a diverse menu featuring coffee, tea, and ice blended drinks, catering to a wide range of tastes while promoting economic independence However, older customers may perceive the location as more suited for younger patrons seeking beautiful views, which could deter them from visiting.

- Modern decoration, clean and dedicated service.

- Self-supplying materials (coffee bean).

- The policy facilitates the - Strong direct and indirect business competitors as substitutes and

- The rate of young population is alternative products.

TIEU LUAN MOI download : skknchat@gmail.com high along with the economy is - Healthy living tendencies and booming healthy drinks.

- The development of social networking makes products easy to approach customers.

(More detailed in appendix part)

STP

Segmentation is the way to find different types of customers with different needs.

Companies often categorize their customers into specific and potential groups, prioritizing those who are more profitable based on proven experience.

TCH also relies on prominent ways to segment the customer market for them:

Types of approach Standard Target group

Age TCH tends to approach all age groups Mainly from

Demographic Occupation Students (Primary to

Gender Both Males and Females

Geographic Region Both international and domestic.

Population density High population density such as provinces and cities.

Psychographic Lifestyle Able to go out both group or individual.

Hobbies People who love drinks as coffee or macchiato and cozy space.

Behavioral Loyalty Medium to high

Status Regularly go to coffee shops.

Reaction to marketing Positive and sociable factors attitude.

TCH's new campaign aims to promote environmentally friendly products, targeting young customers aged 15-25 This demographic frequently socializes in trendy coffee shops that offer affordable products By influencing this age group, TCH seeks to encourage sustainable habits that can easily spread to their communities and families.

TIEU LUAN MOI download : skknchat@gmail.com b Targeting

Once a specific market segment has been identified, TCH will select the most relevant segments to join.

Vietnam is experiencing rapid urbanization, leading to the emergence of a robust middle class The proportion of the middle class was 35% in 2016 and is projected to rise to 45% by 2020.

The income levels in the Vietnamese market are shifting from low to middle and high, allowing TCH to effectively enter this promising market with competitive pricing Consumers increasingly associate higher prices with superior quality, making it easier for TCH to establish its presence.

To enhance its market presence, TCH must focus on expanding its offerings to low-income consumers, as there is a significant number of affordable local coffee shops catering to this demographic By introducing products that appeal to this segment, TCH can position itself as a leading brand that is more accessible and relevant to everyday life.

TCH faces direct competition from established brands like Starbucks and Highlands, both of which have distinct market positions Starbucks targets a high-income demographic with premium pricing, which may restrict its customer base and profit potential In contrast, Highlands has solidified its market leadership through an extensive business model and years of industry experience, positioning itself as a formidable competitor in the coffee sector.

150 stores, however, the restaurant has high cost and self-service led to customer price situation – “It's not worth it”

TCH, a relatively new player in the market, leverages the strengths of both HC and Starbucks to offer competitively priced, trending products With a focus on quality service and creating spaces that reflect the local culture, TCH aims to carve out its niche among established industry leaders.

Tactics and action

TCH has implemented various changes and promotional campaigns to enhance brand visibility and achieve its key objectives by 2020 The company is dedicated to improving service quality, product offerings, and overall customer experience to boost market share and profitability.

The environmental campaign aims to shift customer perceptions by encouraging a transition from plastic to sustainable alternatives like glass, paper, and bamboo in stores This initiative significantly reduces environmental waste Our new slogan, "A Joint Stock to Preserve the Environment," encapsulates our commitment to this vital cause.

Allocation of resources (Budget and people allocation)

The Coffee House is launching a new marketing plan focused on environmental sustainability by introducing paper cups and bamboo straws, with a budget investment of 200,000 VND for paper cups and 2 million VND for bamboo straws per store This initiative, aimed at replacing plastic straws and glass cups currently in use, will commence in November 2018 and run until the end of 2023 To support this project, 1.5% of the total revenue will be allocated, utilizing online marketing strategies to effectively promote the initiative.

Evaluating and monitoring marketing plans

To effectively evaluate and oversee the project, The Coffee House will utilize Feedbackstr, a tool that facilitates interaction between the café and its customers This platform allows patrons to share their opinions on service quality and provide feedback on the use of paper cups and bamboo straws In addition to Feedbackstr, The Coffee House engages with customers through social media channels like Facebook, where feedback on their marketing strategies can be gathered via posts on their fan page They also share videos on YouTube related to the new project, enabling viewers to comment and interact By analyzing the volume of comments on Facebook and the number of views on YouTube, The Coffee House can assess the effectiveness of their marketing plan and overall project success.

Data Target Source of data

Quality of service Customers feedback Good feedback Feedbackstr and

Customers 8/10 feedback of satisfaction level customers on social media

Financial Sales Increase 10% Financial reports

Appendix: Specific analysis of the current marketing strategy (3)

We conducted an analysis of The Coffee House's external environment using the PESTEL framework and the Five Forces Model This approach allowed us to identify key macroenvironmental factors, which are uncontrollable, and microenvironmental influences that affect the company's strategic positioning and competitiveness Through this analysis, we pinpointed the external opportunities and threats impacting The Coffee House's business landscape.

Vietnam has utilized its integration with the international economy and joined the World Trade Organization (WTO) in 2007.

The labor market is still rigid The legislature controls a wide assortment of costs and sponsors many state-owned organizations.

In the wake of joining the World Trade Organization (WTO) in 2007, Vietnam's exports more than trebled from US$45 billion out of 2006 to US$190 billion out of 2016.

GDP in the third quarter of 2018 increased by 6.88% compared to 2017 The economy continues to maintain a high growth momentum.

The Consumer Price Index (CPI) in September increased 3.57% over the same period in 2017.

Vietnam has the highest proportion of young people in history, accounting for near 40% of the population.

With over 14.4 million individuals, the Z generation, defined as those born between 1990 and 2000, constitutes approximately 1/7 of Vietnam's population Their capacity to spend 2.5 million Vietnamese Dong monthly highlights their significant economic potential, which is poised to influence consumer trends across society.

The Coffee House uses app The Coffee House version 3.0 application to serve customers with utilities:

New interface: faster and simpler

News: more and more diverse

Search for a store near you

Watch the music at The Coffee House

The Coffee House enhances customer convenience through its official website, thecoffeehouse.com, and its Facebook page, which provide easy access to information and updates on new advertising campaigns Additionally, the brand partners with popular online delivery applications like Delivery Now, Lala, and AhaMove to streamline the ordering process for its customers.

The high cost of housing and infrastructure in major cities presents a significant challenge for TCH; however, the substantial urban population offers a favorable environment for its growth and development.

TCH has acquired coffee sections of Cau Dat Farm in Da Lat, where it cultivates high-quality Arabica beans for its stores This vertical integration allows the brand to maintain strict quality control throughout the entire process, from cultivation at the farm to blending and customer service.

Vietnam has been implementing liberalization and internationalization since 1987. Laws on investment, business, tax, real estate also applied a Doi Moi policy and reform.

In 2014, the law unified the registration procedures for both domestic and foreign companies, presently all organizations must build a similar application records to acquire ERC “enterprise registration certificate”.

In January 2016, corporate duty was reduced to 20%, with specific exceptions for certain industries Additionally, VAT exemptions were set at 10%, and overall duties have been decreasing since Vietnam's accession to the WTO.

- The threat of new entrants

The biggest challenge for the new brand is the branding and cost of the establishment, marketing and branding and documentation Rental costs in Vietnam are

The cost of premium coffee can be quite high, making up 30-50% of total revenue, while marketing and branding efforts to attract customers contribute an additional 20-30% Major brands often select renowned coffee plantations from regions like Buon Me Thuot, Da Lat, and Gia Lai to ensure quality.

Vietnamese brands have a favorable market entry due to evolving policies and regulations that promote innovation and internationalization, resulting in a low threat level for new businesses like The Coffee House.

In Vietnam, the average coffee consumption is approximately 1.25 kg per person annually, according to the VHLSS (2002) Major coffee brands primarily operate in large cities like Hanoi and Ho Chi Minh City, as well as popular tourist destinations, while countless small coffee shops offer a wide array of choices for consumers Additionally, various alternative beverages such as tea, milk tea, juice, and instant coffee are available Despite this variety, many customers remain loyal to familiar brands due to their stable income and personal preferences, solidifying their status as dedicated brand members.

For The Coffee House, the bargain of customer in urban areas is quite high.

Vietnam stands as the world's second-largest coffee exporter, with a significant portion of its production attributed to small private farmers Despite the abundance of suppliers, identifying a qualified source can be challenging, particularly for new brands that are struggling with raw material shortages and escalating costs.

TCH's acquisition of the coffee division at Cau Dat Farm has significantly reduced supplier challenges, as they now cultivate their own coffee beans for their supply chain stores Consequently, the bargaining power of suppliers for The Coffee House remains low.

In addition to well-known coffee chains like Starbucks and Highland Coffee, TCH faces competition from innovative coffee business models such as coffee and book shops, coffee gardens, pet-friendly cafes, and coffee workshops These emerging brands are targeting the same market segment as TCH, making it challenging to compete against established players Furthermore, TCH contends with indirect substitutes like bubble tea, juice, bottled water, and soda, as consumers increasingly prioritize health and fresh beverages Many individuals are hesitant to dine in due to concerns about food hygiene and safety, opting instead to purchase coffee and soft drinks from convenience stores and supermarkets.

Young people continue to frequent cafes for socializing and work, making these establishments their preferred choice Consequently, the threat of substitutes for The Coffee House is considered medium to high.

The Coffee House faces competition from major global brands like Starbucks and Coffee Bean & Tea Leaf, as well as local favorites such as Highland Coffee, Cong Ca Phe, and Phuc Long Each of these brands employs distinct marketing strategies to achieve growth and success in the coffee industry.

The competition of The Coffee House with rival brands is very high.

The 5M Model will be used to analyze and evaluate the internal factors affecting the Strengths and Weaknesses of The Coffee House.

Based on the number of employees at each store, including part-time and full-time staff, it is estimated that there are about 1,000 employees at all branches.

By 2015, investment in cooperation with partners 50 hectares of coffee land and can produce the famous Arabica coffee in Cau Dat In early 2016, there was another new drilling plant.

Cashier system with touch screen, full of modern machinery such as camera, air conditioner, hand dryer.

Funded by Seedcom, it serves more than 40,000 customers a day and is expected to sell about 300 tons of coffee in 2018.

REFERENCES LIST

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2 BACCUC, 2018 Highland Coffee thay đổi chiến lược [Online] BACCUC

Available at: http://baccuc.com.vn/highlands-coffee-thay-doi-chien-luoc/

3 Pettitt, F B & S., 2013 essentials of marketing 3rd ed Harlow, England: Pearson Education.

4 Tran, T., 2017 "Bình dân hóa" - Chiến lược phát triển của Highlands [Online]. BrandsVietNam Available at: http://www.brandsvietnam.com/12380-Binh-dan-hoa-Chien- luoc-phat-trien-cua-Highlands [Accessed 15 May 2017].

5 Banme Agency (2018) CHIẾN LƯỢC MARKETING 5P THÀNH CÔNG CỦA

THE COFFEE HOUSE - Banme Agency [online] Available at: https://dma.banme.com/chien-luoc-marketing-5p-thanh-cong-cua-the-coffee-house/

6 The Coffee House (2018) [online] Available at: https://www.thecoffeehouse.com/ [Accessed 28 Nov 2018].

7 Emanvietnam.vn (2018) THƯƠNG HIỆU CÀ PHÊ THE COFFEE HOUSE CÓ GÌ ĐẶC BIỆT? [online] Available at: http://emanvietnam.vn/khoi-nghiep/thuong-hieu-ca-phe- the-coffee-house-co-gi-dac-biet.html [Accessed 28 Nov 2018].

8 Cafef.vn (2018) CEO The Coffee House: Quan ca phe nen la noi khach thay than thuoc, chu khong phai xay mot quan - 10 do C de ghe đoi lan roi khong bao gio tro lai! [online] Available at: http://cafef.vn/ceo-the-coffee-house-quan-ca-phe-nen-la-noi-khach- thay-than-thuoc-chu-khong-phai-xay-mot-quan-10-do-c-de-ghe-doi-lan-roi-khong-bao-gio- tro-lai-2018071108581911.chn [Accessed 21 Nov 2018].

9 Pham Dac Viet (2017) THE TU PHUC VU - CHIA KHOA THANH CONG CUA HIGHLANDS, GONGCHA [Blog] maybanhang.net Available at: https://blog.maybanhang.net/the-tu-phuc-vu-chia-khoa-thanh-cong-cua-highlands-coffee- gongcha-bobapop-royal-tea [Accessed 21 Nov 2018].

10 Phan Hoang Yen (2014) Marketing Service - Highland Coffee [online] Available at: https://www.slideshare.net/yenphanhoang9/marketing-dch-v-highland-coffee? next_slideshow=1 [Accessed 21 Nov 2018].

11 Consumerpsychologist.com (2018) Segmentation, Targeting, and Positioning

Consumer Behavior [online] Available at: https://www.consumerpsychologist.com/cb_Segmentation.html [Accessed 28 Nov 2018].

12 Baomoi.com (2018) [online] Available at: https://baomoi.com/toc-do-do-thi-hoa- cua-viet-nam-con-thap-tiem-nang-cho-bat-dong-san-phat-trien/c/23702425.epi [Accessed 28 Nov 2018].

13 Lowyinstitute.org (2018) The missing middle: A political economy of economic restructuring in Vietnam [online] Available at: https://www.lowyinstitute.org/publications/missing-middle-political-economy- economic-restructuring-vietnam [Accessed 28 Nov 2018].

14 Heritage.org (2018) Vietnam Economy: Population, GDP, Inflation, Business,

Trade, FDI, Corruption [online] Available at: https://www.heritage.org/index/country/vietnam [Accessed 28 Nov 2018].

15 Lowyinstitute.org (2018) The missing middle: A political economy of economic restructuring in Vietnam [online] Available at: https://www.lowyinstitute.org/publications/missing-middle-political-economy- economic-restructuring-vietnam [Accessed 28 Nov 2018].

16 Vietnamese-attorney.com (2018) Vietnam business law | Vietnamese-

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17 Viet Nam đang có dân số trẻ cao nhất trong lịch sử (2018) Việt Nam đang có dân số trẻ cao nhất trong lịch sử [online] Available at: http://tapchibaohiemxahoi.gov.vn/tin- tuc/viet-nam-dang-co-dan-so-tre-cao-nhat-trong-lich-su-9135 [Accessed 28 Nov 2018].

18 Cafef.vn (2018) Đón đầu người trẻ thế hệ Z theo cách của The Coffee House. [online] Available at: http://cafef.vn/don-dau-nguoi-tre-the-he-z-theo-cach-cua-the-coffee- house-20180720113752971.chn [Accessed 28 Nov 2018].

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Module: Marketing Essentials (ME), Semester 1, 2018/19

Student name: Pham Luu Thuy Linh Student ID: 10170428

Evaluate the contributions of your group members by assigning a score between 0 and 100, highlighting the individual who made the most significant impact, excluding yourself Your feedback is essential for recognizing teamwork and collaboration Please submit your ratings in a concise paragraph format.

Group member’s Group Are you satisfied with his/her Contribution name member’s work and attitude? (Why?) evaluation part of (scale 0 to 100) contributio n

Part b of task 1, STP and Tactics and Action Nguyen Bich Price, Yes, she is active in all activities 25

Ngoc Promotion, and send me file on time

Company overview and SMART objective Phan Ngoc Hong Physical Yes, she is active in all activities 25

Thao Evidence, and always try her best to do the

Process, job Dong Tuan Trung SWOTPlace, Yes, he is quite but also 25

Product, accomplished well assigned Allocation work of resources

Briefly reflect your effort that contributed to group assignment Generally, answer ALL

(1) What part(s) of group assignment you have contributed? (Do not list down the name of the contributed parts; you need to present it in detail)

- I did 2P and part b of task 1, STP and tactics and action in task 2

(2) Did you face any difficulty when doing group work?

- I find it difficult to remind people to submit the correct post on time Teamwork means having a lot of different opinions and leading to controversy.

(3) How did you solve that problem?

- We tried to listen to each member and created lots of group meeting.

(4) What your future plan to deal with group work?

- I will try my best to did better performance and listening to my members

Student name: Phan Ngoc Hong Thao Student ID: 10170479

Evaluate the contributions of your group members by assigning a score between 0 to 100, highlighting the individual who made the most significant impact on the group, excluding your own contributions Please submit your ratings in a cohesive paragraph format.

Company overview and SMART objective

Dong Tuan Trung- Place, Yes 25

In Task 1, I focused on Physical Evidence and Process, which are typically not publicly available, necessitating a reliance on real-world analysis For Task 2, I conducted a SWOT analysis of The Coffee House, utilizing PESTEL, the Five Forces framework, and the 5M tools to assess both external and internal factors impacting the business.

We do not have much time to work together and everyone has their own ideas, so it is difficult to make the final decision.

We tried to sit together as much as possible to analyze the work and listened to each other's opinions.

(4) What your future plan to deal with group work?

Listen to each other and sit together to bring out the best ideas.

Student name: Dong Tuan Trung Student ID: 10170502

Evaluate and assign a score of 100 to the group member who you believe made the most significant contribution, excluding yourself Additionally, rate the contributions of each other group member on a scale from 0 to 100, but do not assess your own input Please return your evaluations in a single paragraph.

Group member’s Group Are you satisfied with his/her Contribution name member’s work and attitude? (Why?) evaluation part of (scale 0 to 100) contributio

Pham Luu Thuy n Introduction Yes 25

Part b of task 1, STP and Tactics and Action

Phan Ngoc Hong Physical Yes 25 Thao- 10170479 Evidence,

Company overview and SMART objective

Allocation of resources (Budget and people allocation)

- Allocation of resources (Budget and people allocation)

- Evaluating and monitoring marketing plans

(2) Did you face any difficulty when doing group work? Explain and discuss with my teammates

We spend more time for working with teammates

(4) What your future plan to deal with group work? I will try my best.

Student name: Nguyen Bich Ngoc Student ID: 10170449

Evaluate your group members by assigning a score from 0 to 100 based on their contributions, excluding your own Identify the individual who made the most significant impact and award them a perfect score of 100 Submit your ratings as a cohesive paragraph.

Pham Luu Thuy Introduction Yes, worked as a team leader, 25

Linh , People, did all her parts perfectly and

Part b of help us to add all our parts up. task 1, STP and Tactics and Action

Company overview and SMART objective Phan Ngoc Hong Physical Yes, she completed their parts in 25

Thao Evidence, time, participated in all group’s

Dong Tuan Trung SWOTPlace, Yes, he completed their parts in 25

Product, time, participated in all group’s Allocation meeting. of resources

- I did 2P of task 1, overview and objectives’ comment of task 2, undertake to make and edit the group’s video

- I didn’t have any problems when doing group work, but sometimes we have too much ideas that we don’t know what to choose, it takes our time a lots

Tiêu đề	Comparison Marketing Mix Strategies Between The Coffee House And Highlands. How They Achieve Their Objective By Using 7Ps
Tác giả	Pham Luu Thuy Linh, Phan Ngoc Hong Thao, Dong Tuan Trung, Nguyen Bich Ngoc
Trường học	University
Chuyên ngành	Marketing
Thể loại	Essay
Năm xuất bản	2023
Thành phố	Ho Chi Minh City

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