MC LC

LI M U............................................................................................................................................................................................. 3
Chng 1 : Marketing dch v ca qun cafe Highlands Coffee............................................................................................................4
1.1. S lc v qun cafe Highlands :..................................................................................................................................................... 4
1.2. Marketing dch v :.......................................................................................................................................................................... 5
1.2.1 i tng khch hng :............................................................................................................................................................. 5
1.2.2. Sn phm:................................................................................................................................................................................. 6
1.2.3. Gi :........................................................................................................................................................................................ 13
1.2.4. Phn phi :............................................................................................................................................................................. 15
1.2.5. Xc tin :................................................................................................................................................................................ 17
1.2.6. Con ngi :............................................................................................................................................................................. 18
1.2.7 Cc yu t hu hnh :............................................................................................................................................................... 21
1.2.8 Tin trnh :............................................................................................................................................................................... 23
1.3. xut gii php cho marketing dch v:.......................................................................................................................................25
Chng 2 : Qun tr ti chnh.................................................................................................................................................................27
2.1 Qun tr ngun vn :........................................................................................................................................................................ 27
2.1.1 Qun tr ngun vn vay :......................................................................................................................................................... 28
2.1.2 Qun tr ngun vn ch s hu :.............................................................................................................................................30
2.2 Qun tr ti sn :.............................................................................................................................................................................. 30
2.2.1 Ti sn lu ng :.................................................................................................................................................................... 30
2.2.2 Ti sn c nh :...................................................................................................................................................................... 33
2.3 Qun tr doanh s bn :.................................................................................................................................................................... 33
2.4 Qun tr chi ph :.............................................................................................................................................................................. 34
2.4.1 Chi ph bn hng :................................................................................................................................................................... 35
2.4.2 Chi ph qun l :...................................................................................................................................................................... 36
2.5 Hch ton kt qu kinh doanh :........................................................................................................................................................ 37
2.5.1 Hch ton li l :..................................................................................................................................................................... 37
2.5.2 nh gi hiu qu cc khon u t :.....................................................................................................................................38
2.6. Gii php:....................................................................................................................................................................................... 39
Chng 3 : Qun tr ngun nhn lc......................................................................................................................................................42
3.1 Tuyn dng :.................................................................................................................................................................................... 42
3.2 Hun luyn v o to :................................................................................................................................................................... 43
3.3. Lng v thng :.......................................................................................................................................................................... 43
3.4 Giao nhim v, gim st v iu chnh :..........................................................................................................................................44
3.5 Pht trin mi quan h trong ni b cng ty v xy dng nn vn ha ca cng ty :.......................................................................44
3.6. Gii php:....................................................................................................................................................................................... 45
Chng 4 : Qun tr qu trnh sn xut dch v....................................................................................................................................47
4.1 Tin trnh sn xut dch v :............................................................................................................................................................ 47
4.2 Phn b ngun lc :......................................................................................................................................................................... 47

4.3 K hoch thi gian phc v khch ung cafe :................................................................................................................................50

4.4 D on cc ri ro c th xy ra trong qu trnh phc v :..............................................................................................................51
4.5 Kim tra v iu chnh :.................................................................................................................................................................. 52
4.5.1 T kim tra v iu chnh :...................................................................................................................................................... 52
4.5.2 Cng ty tin hnh kim tra v iu chnh :...............................................................................................................................53
4.6 Gii php:........................................................................................................................................................................................ 53

LI M U

Chng 1 : Marketing dch v ca qun cafe Highlands Coffee

1.1.

S lc v qun cafe Highlands Coffee:

Highlands Coffee l mt thng hiu ca Cng ty C phn Vit Thi Quc T (VTI). Mc tiu ca Cng ty l dn u ngnh hng

bn l cao cp ti Vit Nam.

Trit l ca Highlands Coffee l kt hp nhng tinh hoa ca th gii hin i vi nhng nt duyn v gi tr truyn thng ca Vit
Nam.
C in v Hin i. Phng ng v Phng Ty. Tinh hoa t c hai Phng.
Highlands Coffee lun mong mun mang li cho khch hng nhng cm nhn v mt gi tr truyn thng v bt h. Highlands
Coffee khng ngng n lc mang n cho khch hng cm nhn v mt phn ca cuc sng nng ng hin i song hnh vi nhng
truyn thng vn ha c o, lu i m cht Vit Nam. Tt c nhng iu ny u th hin r trong:
Vn ha c ph: Chng ti t ho phc v loi c ph Robusta mang m phong cch Vit Nam cng vi dng sn phm Arabica
mang hng v quc t.
Vn ha phc v: Nhit tnh v n cn nh th "khch n chi nh"
Vn ha pht trin sn phm mi: mi loi thc n, thc ung l s cht lc tinh hoa m thc ca Phng ng v Phng Ty.
1.2. Marketing dch v :
1.2.1 i tng khch hng :
Trong tin trnh chuyn sang nn kinh t th trng c s cnh tranh gay gt ca cc i th cnh tranh v xu th hi nhp kinh t
quc t, t do ha thng mi th doanh nghip cn ch v quan tm nhiu hn trong vic xc nh i tng khch hng ca mnh.
Highlands Coffee chn cch i theo nhng ngi khng l nc ngoi bng cch dung ha hng v v phong cch trong nc v
nc ngoi. V i tng khch hng m Highlands Coffee v ang phc v l nhm ngi tiu dng trung lu, gii vn phng,
gii tr. Vic ung c ph y cng c khch hng cm nhn rng mnh thuc cc tng lp trn. Hoc nhng khch hng thuc
nhng tng lp trn, khng th ung c ph mt ca hng bnh thng khng thng hiu, h phi ung Highlands Coffee ni c
uy tn thng hiu, mt phn l khng nh ng cp ca mnh.
Highlands Coffee lun ch trng vic to nn mt bu khng kh thng thc c ph tht thoi mi v y hng khi cho khch
hng n thng thc mi ngy. Ngi trong qun nhm nhi tch c ph, tn hng khng kh mt ri, c vi trang bo, lng nghe iu

nhc m du v th gin, khng th v no c th so snh c. V chc chn, bao cng thng, lo lng s b b li pha sau.
Gii doanh nhn khi lm n, m phn hp ng vi i tc, nhiu khi t c mt hp ng nh mong i, cng phi a
i tc, hay khch hng ca mnh i n ung. Highlands Coffee l mt a im rt hp l. Chng ta c th d dng bt gp nhiu ngh
s, nh bo ra vo thng xuyn cho mc ch cng vic ti y.
Kt hp vi vic thng thc c ph, khch hng ti qun c ph cn c mc ch th gin, x stress sau nhng gi lm vic cng
thngnht l i vi dn vn phng. Ngoi ra, cng phi k n mt i ng hng hu ca khch nc ngoi v Vit kiu mi gi sau
mt qu trnh shopping nhit tnh ch Bn Thnh hay lang thang ngm ph x Si Gn cng thng chn Highlands Coffee lm im
dng chn.
Vi cc bn tr cn mt a im hp mt, hp nhm hay hn h th Highlands Coffee l mt ni l tng ca nhiu khch
hng. Nhiu ni cn c c nhng phng dnh t chc cc bui hp mt, sinh nht
1.2.2. Sn phm:
Cc sn phm c ph Highlands Coffee bao gm nhng sn phm c ph m phong cch Vit Nam cng vi dng sn phm
mang hng v quc t vi nhng dng sn phm a dng v phong ph nh sau :
C ph espresso: s dng ht c ph c rang sm mu di dng bt c ph c xay rt nhuyn qua cch pha di p sut,
axt t nhin ca ht c ph b ha tan nhanh hn cc phng php pha ch thng thng gp phn to nn tch c ph rt m v trn
mt c mt lp bt mu nu (crema) ng phn quan trng trong vic to hng thm cho
c ph . C ph espresso ti Highlands Coffee c ung bng tch dy c hm nng trc
c phc v km theo mt ly nc.
c bit ngh thut rang c ph tm c s cn bng gia hm lng axt v hng
thm cho mi loi ht c ph hay tng loi pha trn cc ht c ph. Chnh v th Highlands
Coffee to ra nhiu loi sn phm tng t nhng mang nt ring cho tng loi nh :

Espresso-Full City Roast: l s phi trn c ph Arabica v Robusta c rang

cp nu m, cho tch c ph hng v m v thm ngt.

Espresso-Cinnamon Roast: c ph c rang cp mu nu nht cho mi v nh nhng v hng thm thanh khit.

Espresso-Arabica Supreme: c rang cng cp vi sn phm Espresso-Full City Roast, l sn phm cao cp vi 100% ht

Arabica c hng vi m nh n kh ng.

Espresso-Decaffeinated: y l sn phm c ph c loi c-ph-in, Vi hm lng cafein khng qu 0.1%, c ph ny cho

v thanh, hng nh thch hp cho mi thi im trong ngy.

C ph Cappuccino : l cch pha ch c ph ca bao gm ba phn u nhau: c ph espresso pha vi mt lng nc gp i
(espresso lungo), sa nng v sa si bt. hon thin khu v, ngi ta thng
ri ln trn tch c ph cappuccino mt t bt ca cao v/hay bt qu to thnh cc
hnh ngh thut .

Ti Highlands Coffee c ph cappuccino c phc v trong tch lm bng

hay s, c thnh dy v c hm nng trc. Pha c ph cappuccino vi kem
sa / sa si bt v mt t bt ca cao to nn mt tch c ph c trng.
C ph Latte : l loi c ph sa c phc v trong mt ly ln hay trong mt
ci bt gm c ph espresso (lng gp i) v sa nng.

C ph Vanilla latte : c to thnh t ht C Ph Arabica v cc nguyn liu cao cp khc c s dng ch yu ch to C Ph

Xay mang cm gic mi l ti Highlands Coffee.

C ph Caramel Macchiato : l ly caf c bt sa pha trn v c cc loi khc tng t nh Latt Macchiato, Baileys Macchiato
tu theo lng si r hoc gia v thm vo mt ly caf macchiato (caf v bt sa). Ti Highlands Coffee loi c ph ny c s dng
trong tch s cng vi hng v caf espresso , sir caramel rt theo hnh vng trn ca caf
v sa nng cng vi bt sa mn lp bn trn mn mng thm lng to ra 1 ly caramel
thm du dng, ngt du dng, mu sc p m say bi c ho tit trang tr hnh hoa hp dn.
C ph Mocha ( dark and white chocolate ) : l mt loi ung nng kt hp gia c ph
espresso c pha bng hi nc v chocolate nng. Khng nh cappuccino ch vi mt lp
bt sa trn b mt, c ph mocha cn ha quyn c v thm bo ca kem ti v chocolate
sauce.
C ph Americano : l loi c ph c ngun gc t Nam M c ch bin t espresso thm
nc nng v spirituose (tn chung ca cc loi ru trn 20% cn nh vodka, gin, rum, tequila, cachaca..)
C ph Drip : c pha theo kiu khng c lm , v v hng cng rt nh. Ti Highlands Coffee c ph ny dng bt c ph xay
th, khng mn sau dng nc nng c ln bt c ph c nn cht, c ph theo trng lc chy xung di. C ph nh git
lu hn thng thng t 6 n 10 pht v bn s c mt ly c ph nh, nht, v hi chua mt cht
nhng m .
Steamed milk ( cn c gi l bc su ) Trc ht ngm tch cho nng ri sa c vo tch
khong 60-80ml v nc si gn y ming tch sau ch ln trn 1 cht cafe khong 10ml mu
cafe s loang ra trong tch sa ta nh vt du loang trn mt nc . Ti Highlands Coffee c 2 loi
bc xu nng v thm s la chn cho nhng ngy nng ma bt cht ti Si Gn cng vi c
trng cch pha ch l cch trang tr l mt, thm m to cm gic p mt cho khch hng thng thc .
c bit Highlands Coffee cn c cc sn phm c ph mang hng v truyn thng nh:

C ph Snh iu: L s kt hp gia Arabica v Robusta loi tt nht c rang cho n khi tng ht dy ht mi hng
t nhin kt hp cng hng liu cao cp cho ra tch c ph snh quyn vi hng thm ngt ngo.

C ph Truyn Thng: L s phi trn hon ho ca ht c ph Arabica v Robusta cng hng v chn lc cho ra tch c
ph mang hng v m c trng ca Vit Nam.

C ph Di sn: C cng ngh rang xay nh c ph Truyn Thng nhng c ch bin hon ton t ht c ph Robusta cho
hng v tht m , im xuyt v ngy.

Ngoi ra cn c cc sn phm tr nh : Ginsengoolong Tea ( Sm Vit Thng Du ), Fragrant Rose Bud Tea( Sc hng thin
hng ), Jasmine Pragon Pearl (Lam ngc p sng), Earl Grey Tea ( Huyn thoi B Tc ) ,

Ngoi ra gn y Highlands Coffee tung ra sn phm mi Jelly Freeze Coffee, c ch bin t thch, kem ph hp vi ch em
ph n thu ht khch hng n vi Highlands Coffee.
i km vi sn phm hu hnh l dch v ti Highlands Coffee gp phn nng cao cht lng sn phm :
i ng nhn vin ca Highlands Coffee mang phong cch phc v chuyn nghip, v mt lun t ra rt vui v (lc no trn mi
cng n n ci vi khch). Khi khch bc chn vo qun, s c ngay nhn vin phc v cho n khch, sp xp v hng dn ch
ngi, mi v t vn cho khch hng cch chn n ung v nhn order t khch mt cch chnh xc v nhanh nht. Trong qu trnh
thng thc c ph ti qun, s lun c nhn vin sn sng p ng mi yu cu v gii p mi thc mc ca khch hng
Vi vn ha phc v ca Highlands Coffee: Nhit tnh v n cn nh th "khch n chi nh" Highlands Coffee li n
tng tt khi khch hng n ni y.

Bn cnh l dch v Wifi, m nhc to nn khng kh Highlands Coffee tr nn sng ng v hi ha vi cc bn nhc du

dng .
Highlands Coffee vi s kt hp gia khng kh t nhin v khng gian yn tnh thm s la chn cho khch hng qua :

Khng gian trong nh mang phong cch sang trng, m cng ph hp vi nhng ngi thch s ring t v yn tnh. Vi
khng gian ny, th loi nhc thng c chi l nhc Jazz.

Cc ca hng ngoi tri li mang mt phong cch khc hn: nhiu cy xanh ha hp vi thin nhin ph hp vi nhng
ngi nng ng, thch s nhn nhp.

n vi Highlands Coffee, khch hng u c phc v dch v gi xe min ph, nhanh chng, tin li, m bo an ton vi s
c mt ca cc nhn vin bo v.
Qua cc sn phm hu hnh v v hnh Highlands Coffee mang li cho khch hng cm nhn c s khc bit, s sang trng,
s an ton ( nguyn liu c ph c chn lc k lng bng tay, cng thc pha ch c kim nh cht lng v th nghim trc khi
a vo p dng , an ton v v sinh thc phm), khng nh gi tr bn thn.
1.2.3. Gi :
Highlands Coffee gi trung bnh ca mi ly cafe hoc cc thc ung khc vo khong 40.000 VND. y l mt gi khng thp
nu so vi mt bng chung cc qun cafe ti Tp.HCM. Tuy nhin, do khch hng mc tiu chnh ca Highlands Coffee l gii trung lu,
nhn vin vn phng v gii tr nn vic nh gi cao da trn cm nhn ca khch hng l iu hp l. Mt khc, chi ph sn xut ra
1 ly cafe km dch v ca Highlands Coffee l khng nh ( tham kho thm trong Chng 3 ), do Highlands Coffee buc phi nh
gi tng i cao, mt mt c trang tri chi ph, mt khc khng nh thng hiu ca mnh so vi cc i th cnh tranh khc.
Ngoi ra, Highlands Coffee, trong h thng chui ca hng cafe ca mnh, cng tn ti mt phn chin lc nh gi theo v tr
s dng dch v ( v tr y c hiu theo ngha hp l v tr ca qun ). Cc qun nm v tr khc nhau trong thnh ph s c gi
khc nhau, cc qun nm trong nh, cc trung tm thng mi ln s c gi khc vi cc qun ngoi ph; cc qun c mt gc nhn
thnh ph tt s c gi khc vi cc qun c gc nhn bnh thng ...
1.2.4. Phn phi :
t khi ra i n nay, Highlands Coffee lun nh hnh thng hiu ca mnh l thng hiu c ph ng cp, phc v cho nhng
i tng c thu nhp kh; cho nn chin lc phn phi, b tr a im ca qun lun c Highland s Coffee cn nhc rt k lm
sao em li s thoi mi, s thun tin cho khch hng bt k nhng qun no.
n tng u tin khi n Highlands Coffee l mt khng gian na m, na khp. iu ny ph hp vi trit l kinh doanh ca
h: Kt hp gia hin i v nt duyn dng, gi tr truyn thng ca Vit Nam.
Highlands Coffee kho lo b tr ca hng trong vic kt hp gia s n , nhn nhp ca nhng con ng trung tm thnh
ph ln vi nt hin i, nng ng nhng khng km phn tr tnh lng mn ca qun. iu ny to nn s khc bit ca h thng
ny so vi nhng qun c ph khc. l l do v sao Highlands Coffee ch chn nhng mt tin gn nh p nht trong thnh ph nh
cc trung tm thng mi, khch sn ln (Vincom, HaNoi tower.), Nh ht thnh ph, ven h, nhng khu ph sm ut N va th
hin ng cp, va nh v mt thng hiu sang trng, snh iu. Tuy nhin, vi cch b tr ny cng mang li nhng bt tin cho
Highlands Coffee. in hnh l phn khng gian ngoi tri, mc d cch b tr ny em li s thoi mi cho khch hng khi va nhm
nhi ly c ph va cm nhn ci n o no nhit ca thnh ph, nhng thng b nh hng bi cc yu t thi tit cng nh do yu cu
trng dng mt bng ca cc siu th, cc trung tm thng mi trong cc dp l tt. Ma nhiu, nng to, hay gi rt dng nh lun tn
ti, c bit l Vit Nam. Do , tnh n nh v hiu qu trong vic u t theo cch ny vn cha c m bo.
Hin nay, Highlands Coffee c gn 100 ca hng, tp trung ti cc thnh ph ln: H Ch Minh, H Ni, Hi Phng, Nng,
Vng Tu, ng Nai
V h thng phn phi ca Highlands Coffee th chui ca hng c ph ch yu tp trung : Mng nh hng khch sn
Khch hng ca h thng khch sn, nh hng v cc qun c ph cng c xem l khch hng ca Highlands Coffee. C th ni,
Highlands Coffee l mt phn th hin phong cch sng ca h nh l nhng khch sn hay nh hng m h a chung vy.
Highlands Coffee hiu r nhu cu ca tng lp tiu dng ny. Tt c nhng vic Highlands Coffee lm khng ngoi vic lun lun

mang n cho khch hng nhng cm nhn v mt cht lng tuyt ho. l l do ti sao Highlands Coffee lun ng vng v h tr
khch hng vi t cch l cng s v c ph chuyn nghip. Highlands Coffee c i ng nhn vin c b dy kinh nghim, cht lng
c ph tuyt ho, my mc, cng ngh hin i v trn ht chnh l mt nim am m mnh lit v c ph.

1.2.5. Xc tin :
Highlands Coffee chin lc xc tin ca cng ty Vit Thi la chn lc mi bt u thnh lp qun v kinh doanh l chin lc
xc tin im lng. V Highlands Coffee theo ui cc i tng mc tiu l trung lu, gii vn phng v gii tr l chnh, do chin lc
kinh doanh chnh ca Highlands Coffee l m cc qun ti cc cao c vn phng ( Hng A c u tin ), m cc cao c ny vn tn
ti mt lng khch hng tim nng rt ln, c kh nng phc v nhu cu ca lng khch hng ny Highlands Coffee cng c th
qu ti vo thi gian . Do khng thc s cn thit s dng cc hnh thc xc tin ca marketing y mnh thm doanh s.
Mt khc vi chin lc xc tin im lng, khng gy ch cho cc i th cnh tranh, thc s gip Highlands Coffee pht trin v
ng vng trn th trng, tr thnh chui ca hng cafe ln th 2 Vit Nam.
Sau khi hot ng kinh doanh mt thi gian v n nh, Highlands Coffee tin hnh m rng hot ng kinh doanh mnh m khp
c nc, do , khng nh thng hiu ca mnh y mnh hot ng xc tin ca mnh thng qua cng c PR.
T ho l thng hiu Vit Nam, trit l ca Highlands Coffee l kt hp nhng tinh hoa ca th gii hin i vi nhng nt
duyn v gi tr truyn thng ca Vit Nam. L mt thnh vin nng ng trong cc hat ng x hi, Highlands Coffee rt quan tm v
ti tr cho hng lat cc chng trnh t thin, vn ha, v th thao. Bn cnh , Highlands Coffee cng hp tc vi cc khch sn
(Mercure) cng qung b thng hiu cho mnh.
Mt s chng trnh ti tr nh:
American Independence Day
Australia Day
Canada Day
Terry Fox Run
International School Charity
Ngoi ra, Highlands Coffee, cng c hot ng khuyn mi, tuy nhin vi mt kh t. Gn y, nhn dp k nim Sinh Nht
Ln Th 11, Highlands Coffe s hu bi cng ty Vit Thi Quc T - chnh thc cng b chng trnh khuyn mi c bit. Ch vi
22.000 khch hng c th thng thc hng v caf sa v caf yu thch (gi thng thng 33.000 cho caf v 35.000 caf
sa ), ti cc chui ca hng ca Highlands Coffee. Khi thng thc bt k hng v caf no ca Highlands Coffee, bn s d nhn ra
rng nhng ht caf ni y c la chn k lng, l s pha trn gia hai loi caf Arabica v Robusta, em li hng v rang xay
c trng ca caf Vit Nam, c v bo ca b cng hng v m .
1.2.6. Con ngi :
Cng ty C Phn Vit Thi Quc T l mt trong nhng Cng ty hng u trong ngnh c ph, bn l, dch v cao cp; vi gn 60
qun Highlands Coffee v ca hng thi trang th thao Nike, hin nay c hn 1,200 nhn vin trn ton quc.

Tng gim c

phng nghin
cu th trng

Phng nhn
s

Gim c cc khu
vc

District managers
( Highlands coffee
shops)

Ti cc ca hng :

phng Thng miMarketing

Phng ti
chnh

c thnh lp t nm 1998 v ch tp trung vo mng c ph ng gi, n nm 2002 th qun c ph Highlands Coffee u tin
chnh thc ra mt. Tnh n thi im nay th c gn 100 ca hng, tp trung ti cc thnh ph ln: H Ch Minh, H Ni, Hi Phng,
Nng, Vng Tu, ng Nai.
( Ngun: cafef.vn)
i ng nhn vin ca Highlands coffee c tuyn chn v hun luyn qua mt quy trnh gt gao ng thi c s qun l t
mt i ng qun l chuyn nghip, sng to. Nh l David France, trc y tng lm tng gim c ca sn phm nc ng chai

District Manager (Highlands

Coffee Shop)

CA HNG TRNG 1

Nhn vin pha

ch

Tr l ca hng
trng

Nhn vin phc v

CA HNG TRNG

Nhn vin giao

hng

Nhn vin
bo v

Coca Cola ti Vit Nam. Highlands Coffee tuyn chn nhng nhn vin tt nht cho tng cng on. tr thnh nhn vin ca
Highlands Coffee d l v tr no, part time hay full time u phi p ng nhng yu cu cao v cch lm vic, phong cch phc v
c th em ti cht lng tt nht cho khch hng. Bn cnh Highlands Coffee cng thng xuyn tuyn dng nhng nhn vin mi
lun to c lung sinh kh mi cho mi qun c ph .V vy khch hng mi khi bc vo Highlands Coffee lun cm nhn c
s nng ng, mi m, ti tr t i ng nhn vin. Trc khi bt u lm vic mi nhn vin u c hc trong 3 ngy v nhng vn
c bn v c ph, hc v phong cch phc v ca Highlands Coffee, ri sau s bt u lm vic di s hng dn ca i ng
qun l.
Tuy nhin bn cnh nhng iu t c th i khi vn c nhng phn nn v nhn vin phc v ca Highlands Coffee t nhn
c cm tnh ca khch hng Vit. Trong qu trnh phc v vn c nhng li trong phc v gia khch hng Vit v khch nc ngoi.

i khi nhn vin phc v vn c t tng coi trng phc v khch nc ngoi v khch hng trong nc. Do bn cnh vic pht huy
nhng g t c Highlands Coffee cn xem xt nhng vn cn tn ti. Cn hun luyn i ng nhn vin phc v tht tt v i
ng nhn vin phc v l cu ni gia Highlands Coffee v khch hng.
1.2.7 Cc yu t hu hnh :
im mnh ca Highlands Coffee chnh l tp trung ln chi ph vo thu a im, ch yu l cc khu thng mi cao cp v qun
trung tm.
H thng ca hng ca Highlands Coffee c chia lm hai kiu: trong nh v ngoi tri:

Cc khng gian trong nh mang phong cch sang trng, m cng ph hp vi nhng ngi thch s ring t v yn tnh. Vi
khng gian ny, th loi nhc thng c chi l nhc Jazz.

Trong khi , cc ca hng ngoi tri li mang mt phong cch khc hn: nhiu cy xanh ha hp vi thin nhin ph hp
vi nhng ngi nng ng, thch s nhn nhp.

Bng hiu:
Bng hiu Highlands Coffee c thit k kh bt mt vi 2 gam mu chnh l v trng. Khung
ch mu ni bt trn nn n mu trng rt d nhn bit. Bng hiu khung hnh bu dc, c treo
cao, mang phong cch Ty phng.
Thit k ca hng:
n tng u tin khi n Highlands Coffee l mt khng gian sang trng vi hai gam mu ch o
l -en. Nhng chic n lng mu gn lin vi cc chui ca hng ca Highlands Coffee. Chnh v mu sc ny lm cho cc
qun ca Highlands Coffee c cm gic m p v thun nt ng. Bn cnh , Highlands Coffee cn l s kt hp vi cc gi tr
phng Ty biu hin qua cc bn gh bng g, nhng chic gh bnh to. Vi nhng qun ngoi tri, c ph Highlands Coffee t im
nhn vo nhng chic d trng, ni bt mt gc, gi nh n phong cch cc qun c ph ngoi tri hay Php.
Bn gh ca cc qun ny nh gn hn, c th di chuyn d dng, nhng vn lm bng g v c nt ng nht vi cc qun trong
nh. c bit, khi n cc qun c ph Highlands Coffee t trong cc ta nh sang trng nh Vincom, Parkson, khch hng c th nhn
thy Highlands Coffee vi sn lt bng g, tch bit hn Highlands Coffee vi cc khu vc xung quanh. c bit, cc qun trong nh
ca Highlands Coffee cn t nhng chic bn cao vi gh xoay ging nh bn cc quy bar, hng ra ng, phc v cho nhng
khch c nhu cu ngi mt mnh ngm ng ph. Chnh cch by tr kt hp -u to nn mt nt ring cho Highlands Coffee.
Khch n qun, bn cnh nhng loi nc ung v thc n ngon ming cn nhn c gi tr cm nhn n t khng gian thoi mi,
sang trng v ng cp.
Vic b tr mt bng ti Highlands Coffee kh hp l: quy pha ch c t ti chnh gia qun (khch hng c th quan st c
d dng qu trnh pha ch v yn tm vi cht lng sn phm, an ton v sinh, ng thi gip nhn vin nm bt nhu cu v phc v
khch hng tt hn

1.2.8 Tin trnh :

Quy trnh ch bin sn phm
Highlands Coffee m bo cung cp cho khch hng nhng sn phm c ph vi cht lng tuyt ho. iu ny c th hin
thng qua cam kt v cht lng m bt u t khu chn mua nhn c ph, Highlands Coffee ch lm vic vi nhng nh cung cp c
uy tn cho nhng ht loi A tt nht. Sau , phng th nghim s thc hin nhim v kim tra mu hng chc chn hng phi t
nhng tiu chun nghim ngt t ra. Sau khi nhp hng vo kho, cng nhn s la loi i nhng ht km cht lng. Ch cn mt ht
c ph km cht lng st li c th ph hu ton b cht lng ca mt l hng. Bo qun c ph cng l mt iu ng quan tm.
Hu ht c ph Vit Nam vn cha c bo qun ng cch, chnh iu ny lm cho c ph d b m mc v c nguy c gy ung
th cho ngi ung. Vi Highlands Coffee, nhn c ph c bo qun k ni kh ro v thng xuyn c kim tra v m.
Quy trnh rang c ph c kim sot bi mt i ng chuyn vin y kinh nghim, chnh l s phi hp nhun nhuyn gia
kinh nghim v khoa hc v thi gian v nhit rang c c nhng ht c ph rang tuyt vi nht. C ph sau khi rang s c lm
ngui trc khi cc chuyn vin tin hnh cng vic phi trn gia ht Arabica v Robusta theo mt t l nht nh cho ra nhng sn
phm c ph Highlands Cofffee cao cp.
Cui cng nhng khng km phn quan trng l khu ng gi. m bo cht lng ti u, bao b c thit k mt lp lt
c bit cng vi van mt chiu gip thot kh v gi c ti mi ca c ph trong thi gian di.
Quy trnh phc v
Tip khch Gi menu cho khch Ghi mn Phc v thc ung Gi bill tnh tin khi khch yu cu tnh tin Thanh
ton v tr li tin tha cho khch nu c Tin khch v.
Highlands Coffee lun c khch hng nh gi l c phong cch phc v rt chu o v thn thin. T khi khch hng bc
chn vo ca hng s c nhn vin n tip nim n, hng dn v ch ngi thch hp, sau a menu, hng dn khch hng xem
menu v chn mn. Nhiu khch hng ln u c th khng quen vi cc tn gi ung ti y, hay mun thng thc mt loi no
theo mun ca khch hng, u c nhn vin t vn, gi . Sau khi nhn order t khch, rt nhanh chng, quy pha ch s nhn
thng tin v bt u pha ch.
Trong thi gian ch, khch hng c th ung ly nc lc lnh (khc vi cc qun c ph thng thng, nc ung thng l tr
, y Highlands Coffee l nc lc lnh, rt tinh khit, mang phong cch chu u). Trong khi thng thc ung, khch hng c
yu cu g c th gi nhn vin cch khng xa bt c lc no. Sau khi xong, nhn vin s hng dn qu khch thanh ton mt cch
nhanh chng v thun tin nht. V tt nhin, khng qun km theo l mt li cm n v hn gp li ln sau
1.3.

xut gii php cho marketing dch v:

Nhn chung v dch v ca qun Highlands Coffee rt tt, hu nh cng ty nhn din c khch hng mc tiu v ang i

ng hng. Tuy nhin cng c mt s khuyt im v nhm chng ti c mt s kin ngh nh sau:
Thit k li menu qun theo tng i tng khch hng. Trong menu cn c s phn bit r rng chng hn nh caf dnh cho
nhng ngi nghin caf s gm nhng loi no, caf dnh cho nhng ngi thch caf, dnh cho ph n, dnh cho ngi mi th,
nh vy khch hng s d dng la chn caf ph hp cho mnh m khng phi hi nhn vin phc v. Theo tm l ngi Vit Nam rt
ngi hi nhng ngi m h khng quen v nhng iu m h khng bit. Hu ht mi ngi ch xin t vn t nhng ngi h tng
quen bit. Do , mt ngi phc v cho d c t ra thn thin n my cng to cho h cm gic ngi v nu hi th h s cm thy qu.
Chnh v th, chng ti ngh rng vic phn loi caf s gip khch hng d dng trong vic la chn thc ung ph hp vi khu v ca
h v p ng nhu cu cho nhng khch hng d kh tnh.
Thit k chng trnh kch thch s t m ca khch hng. Theo chng ti th Highlands hu nh khng mn m vi vic xc tin,
qung b thng hiu. Thi gian gn y c mt s quan tm hn nhng vn cn rt t. Chng ti cho rng nh th l khng tt, v
mt cng ty mun pht trin bn vng ngoi vic tm kim khch hng mi cng cn phi gi chn khch hng c do xc tin cng

rt quan trng. V khch hng mc tiu ch yu l gii tr, gii trung lu, nhn vin vn phng nhng ngi rt t m, thch khm ph
nhng iu mi l. V vy, nhm chng ti xut l Highlands nn t chc mt chng trnh g nhm to s t m i vi khch
hng ca mnh chng hn nh: vo mi ti th 6 hng tun ti quns t chc ht vi nhau vi ch Cao nguyn tun sau th s l
mt a im v ch khc, hay bui giao lu gia nhng ngi c am m v caf n trao i vi nhau v tng mi v caf
Thm quy nh thng, pht cho nhn vin phc v. hn ch tnh trng phn bit i x vi khch hng th cng ty nn quy nh
mc pht (t pht tr lng n ui vic nu vi phm qu 3 ln) i vi nhng nhn vin ch cn c biu hin ch ng i n khi
khch phn nn mi pht. Bn cnh cn quy nh thng, pht i vi ngi pht hin nhn vin no c biu hin trn nhm trnh
tnh trng cc nhn vin bao che cho nhau. Ngoi ra c th s dng cc bin php sau:

Lp camera kim tra thi phc v ca nhn vin

Khch hng b mt kim tra nng lc, cch phc v khch hng ca nhn vin

Cn c vo thi phc v ca nhn vin i vi khch hng m c nhng chnh sch thng pht hp l i vi nhn vin.

Highlands nn thit k li khng gian khu vc ngoi tri nhm khc phc yu t thi tit: nng, ma Cng ty c th thit k mi
hin di ng, mi bn c 1 chic d vi thit k ng ngnh nh thay v bn l xe hi chi c mi hin di ng, chic ly xinh xn c
bn gh bn trong trn c che d

Chng 2 : Qun tr ti chnh

Qun tr ti chnh l mt hot ng khng th thiu trong vic qun tr kinh doanh dch v ca mt qun cafe. Nht l Highland s,
cng vic ny cng tr nn quan trng hn, khi phi i mt vi nhiu i th cnh tranh tm c nh : Trung Nguyn, Starbuck ... Vic
qun tr ti chnh gip cho Highlands ch ng trong vic iu hnh hoch ng, nh gi hiu qu hot ng ca cc ca hng cafe,
cng nh l c s thm nh cc d n m rng h thng chui ca hng cafe ca mnh.
2.1 Qun tr ngun vn :
Trc tin c th xc nh c cu ngun vn ca mt qun cafe Highlands. Th cn phi xc nh tng vn u t ban u trung
bnh ca mt qun cafe Highlands.

Di y l bng chi ph u t ban u trung bnh ca mt qun cafe Highlands ti Qun 3 :

V c cu ngun vn ca mt qun cafe s nh sau :

T l ti tr ngn hng:

45%

Vay NH:

330,565,800

Vn t c:

400,000,000

Cng ty s t u t vo khong 400 triu ng bng vn ch s hu v s tin cn li tin hnh vay ngn hng hot ng.
2.1.1 Qun tr ngun vn vay :
Ngun vn vay ngn hng chim khong 45% trn tng s vn u t ban u ca mt qun cafe Highland s. Highlands, cng ty
lun t l ti tr ngn hng di mc 50% hn ch ri ro v n do d n u t hoc k hoch kinh doanh khng nh mun. i
vi Highlands, cng ty la chn cch vay vn trung v di hn vi thi gian vay c th l 3 nm. Chi ph li vay vo khong 1,9% thng,
tng ng 22,8%/nm. V hnh thc tr n ca khon vay ny l tr n gc bnh qun, li gim dn theo s d.

K hoch tr n ca Highlands :
Highlands s tin hnh tr n cc khon vay ngn hng theo hnh thc tr n gc bnh qun tc l mi nm Highlands s tr cho ngn

hng 110.188.600 VND/nm n gc. V tin li vay s tr mi nm ln lt l 75.369.002 VND, 50.246.002 VND, 25.123.001 VND.
Tin dng tr n vay c ly t li nhun thu c, khi qun cafe tin hnh hot ng v c li. V s tin ny s c cng ty
quy nh vi mt t l trn li nhun sau thu thu c.
Sau khi cn i th s tin n vay phi tr phn b hng thng nh sau :
Nm th 1

Nm th 2

Nm th 3

Gc tr/thng:

9,182,383

9,182,383

9,182,383

Li tr/thng:

6,280,750

4,187,167

2,093,583

S tin tr/thng:

15,463,134

13,369,550

11,275,967

2.1.2 Qun tr ngun vn ch s hu :

V ngun vn ch s hu, ngun vn ny s gm 2 phn, phn 1 s l ngun vn u t ban u ca cng ty khi tin hnh m
qun cafe Highlands. Ngun vn ny s c cng ty hoch nh v s dng vo vic mua cc thit b, dng c, cng nh trang tri cc
chi ph u t ban u khc qun cafe c th tin hnh hot ng kinh doanh.
Phn cn li ca ngun vn ch s hu, chnh l phn doanh thu gi li khi qun cafe tin hnh hot ng. Thng thng ngun
vn ny s c dng lm vn lu ng v tn ti di dng tin mt v cc qu, i vi Highlands ngun vn ny s mc 5%-10%
doanh thu thu c t hot ng bn hng v cung cp dch v ca qun. i vi ngun vn ny, cng ty s dng thanh ton chi tr
cho ngi bn, ngi cung cp dch v cho qun v lm cc hot ng marketing ring cho qun, thng cho nhn vin, trang tr tu sa
qun nu cn.

2.2 Qun tr ti sn :
2.2.1 Ti sn lu ng :
2.2.1.1 Tin :
Mi qun cafe Highlands s hch ton v kinh doanh c lp vi nhau. Do , mi qun s c mt nhn vin k ton ring ca
mnh. Nhn vin k ton ny s gi c chc v thu ngn v gi tin mt ca qun. n cui ngy kinh doanh s tin hnh kt s doanh
thu bng tin mt trong ngy.
Lng tin mt c c ny s c dng ch yu chi tr cc khon chi ph phi tr ngi bn ca qun cafe. Sau khi chi tr, nhn
vin k ton s hch ton v cn i thu chi chi tit vo s k ton.
2.2.1.2 Hng ha :
i vi qun cafe Highlands, sn phm ca qun s c cc nhn vin thc hin pha ch ngay theo yu cu ca khch hng, do
vic d tr hng ha ch hon ton l d tr v mt nguyn vt liu.
Tuy nhin, Highlands, do cafe l sn phm ch yu v c cung cp trc tip t tng cng ty Highlands, m cng ty ny c kho
d tr hng ha ti Tp.HCM do vic t hng v vn chuyn hng ha l rt d dng. Nn mi khi gn s dng ht cc ngun nguyn
vt liu, nhn vin qun s tin hnh lin h t hng vi cng ty, v s c ngi vn chuyn n tn ni trong thi gian nhanh nht.
2.2.1.3 Cng c, dng c v cc ti sn lu ng khc :
Thng thng i vi qun cafe Highlands, ti sn ch yu l cc ti sn lu ng cng c dng c phc v qun, cc ti sn
ny thng gm cc khon nh sau :

lng
v

tnh,

ng
nh
thnh
tin

th
tham
kho
trn
phn

ngun vn )

i vi nhng ti sn lu ng ny, n cui ngy nhn vin qun l ca qun s tin hnh kim k, xc nh s lng cng nh
tnh trng ca cc ti sn ny. Nu c s thiu ht hoc h hng, th tin hnh xc minh, tm hiu nguyn nhn, sau tin hnh x l.
Bin php x l ty vo gi tr ca ti sn ngn hn. Nu ti sn c gi tr thp ( < 1 triu ), qun l s tin hnh thng bo n b phn
k ton v tin hnh mua mi; tin dng mua mi s c trch ra t cc qu trong phn ngun vn lu ng ca qun. Nu ti sn c
gi tr ln ( > 1 triu ), qun l s tin hnh lp vn bn bo co h hng, mt mc. Sau gi v phng k thut ca cng ty yu cu
mua mi. Tin dng mua mi cng c trch t cc ngun ngn qu ca qun.
Thng thng, thi gian s dng ti a ca cc ti sn lu ng ca qun cafe Highland s l 3 nm, sau 3 nm qun s tin hnh
thay mi cc thit b ca mnh. Ty vo tnh hnh hot ng kinh doanh thc t ca mi qun m thi gian ny c th c rt ngn
nhiu hay t.
2.2.2 Ti sn c nh :
i vi ti sn c nh. Nht l bt ng sn, nn t hay nh kinh doanh qun cafe. Highlands la chn cch thc thu ngoi
tit kim chi ph, do bt ng sn ti khu vc trung tm thnh ph, nht l khu vc Q3 c gi rt cao. Nu mua ti sn c nh kinh
doanh, s dn n chi ph u vo rt cao, to p lc v chi ph. Do bin php thu ngoi s hiu qu hn khi kinh doanh qun cafe
Highlands.
Tuy nhin i vi ti sn c nh, d thu ngoi hay mua mi, Highlands u tn mt khon chi ph sa cha ban u kh ln.
V vic bo qun ti sn c nh, thng thng sau 1 k kinh doanh, Highlands s tin hnh trang tr, sa cha li qun. Ngun
kinh ph s c ly t cc ngun qu d phng ca qun.
2.3 Qun tr doanh s bn :
Doanh s bn ch yu ca qun l sn phm t cafe.

Trong nm u tin sau khi thnh lp qun, c gng duy tr doanh s bn mc 240 ly/ngy. Tc l t cng sut bn khong 30%
so vi cng sut ti a d kin. c th t c ch tiu ny, qun cn phi y mnh hot ng marketing, nht l cc hot ng gii
thiu. Cc qun hot ng trn 1 nm c gng duy tr cng sut hot ng t 45% n trn 55%, c th t c li nhun nh
mong mun.
V cc hot ng marketing, nht l hot ng xc tin, qun l cc qun c th ty ra cc bin php y mnh doanh s
bn cho qun mnh, ngun kinh ph s c ly t cc qu d tr ca qun. Mt khc, ti tng cng ty Vit Thi, ti phng Marketing
cng c nhng k hoch chin lc xc tin marketing nhm gip tt c cc qun trong chui ca hng cafe Highland s y mnh doanh
s bn ca mnh, i vi cc hot ng ny, ngun kinh ph s do tng cng ty chi tr.
2.4 Qun tr chi ph :
Mi qun s t chu cc khon chi ph hot ng ca mnh nh : chi ph v tin in, nc, chi ph nguyn vt liu, chi ph nhn
cng ...

Mi qun s c b phn k ton ring hch ton ring l cho qun mnh. Cui k kinh doanh, b phn k ton mi qun s c
trch nhim chuyn cc bo co ti chnh, s sch k ton ca mnh cho b phn k ton tng cng ty Vit Thi tin hnh hch ton
chung cho c h thng chui ca hng cafe Highlands.
Mi qun s c mt qun l ring v chu trch nhim trc tip v cc khon mc chi tiu ca qun mnh.
2.4.1 Chi ph bn hng :
Chi ph nhn cng :
Nhn vin bn Full time

2 ngi

Lng/ thng

Nhn vin bn Part time

8 ngi

Lng/ gi

Nhn vin tp v

2 ngi

Nhn vin pha ch

3 ngi

Tng

15 ngi

2,000,000 Lng

4000000

14,000 Lng

13440000

Lng/ thng

1,500,000 Lng

3000000

Lng/ thng

2,500,000 Lng

7500000

27940000

Trung bnh ti mt qun c khon 15 nhn vin, bn trn l phn lng c nh ca cc nhn vin trong qun. Trong c 8 nhn
vin part-time, 8 nhn vin ny s c chia lm 2 ca, mi ca lm khong 4 ting. Ngoi phn lng c nh ny, cc nhn vin cn c
th nhn c cc khon thng khc ty vo tnh hnh hot ng kinh doanh ca qun.
Bin ph nguyn vt liu :
Highlands bin ph nguyn vt liu vo khong 5000 ng/ly. i vi bin ph nguyn vt liu ny khng ch n thun l bin
ph nguyn vt liu ca thc ung cafe. y l bin ph nguyn vt liu trung bnh ca mt hng thc ung trong ca hng. V Highlands
d tr s bin ng chi ph nguyn vt liu vo khong 10%, vy chi ph tng nguyn vt liu vo khong 5500 ng/ly.
Ngoi ra cn c chi ph thu mn mt bng vo khong 80 triu/thng.
2.4.2 Chi ph qun l :
Chi ph nhn cng qun l :
Chi ph cho ngi trc tip qun l:

10,000,000

/thng

Chi ph cho 2 tr l qun l

10,000,000

/thng

Chi ph cho thu ngn, k ton:

2,500,000

/thng

Chi ph thu bo v xe, dn xe cho khch:

2,400,000

/thng

Tng t nh nhng nhn vin bn hng khc, pha trn l phn lng c nh, ngoi phn lng c nh ny cc nhn vin c th
nhn c cc khon thng khc. c bit l nhn vin qun l trc tip, khon thng ny c th rt ln.
Ngoi chi ph nhn cng qun l cn c cc chi ph nh chi ph tin in, chi ph tin nc, tin internet, nhng chi ph ny vo
khon 6 triu ng mi thng. Trong chi ph tin in khong 3 triu, nc khong 2 triu v internet 1 triu.
Ngoi ra cn c cc chi ph khc nh chi ph bi trn, qu biu, tip khch ... Khon mc chi ph ny c hch ton vo chi ph
khc v vo khon 30 triu/nm.
2.4.3 D tr kinh ph hot ng trong ngy :
Nu cng sut hot ng trung bnh trong ngy ca qun mc 30%, chi ph hot ng trong ngy s mc :

Nu cng sut hot ng trung bnh trong ngy ca qun mc 45%, chi ph hot ng trong ngy s mc :

Nu cng sut hot ng trung bnh trong ngy ca qun mc 55%, chi ph hot ng trong ngy s mc :

y cng l mt trong nhng c s nh gi bn sn phm ca qun cafe Highlands.

2.5 Hch ton kt qu kinh doanh :
2.5.1 Hch ton li l :
Hch ton d bo li l l cng vic khng th thiu khi qun tr ti chnh. Di y l bng k hoch hch ton kt qu kinh
doanh trong 3 nm u, sau khi mt qun cafe Highlands bt u a vo hot ng :

Da vo hch ton kt qu li l, ta thy kh nng sinh li ca mt qun cafe Highlands l kh cao.

2.5.2 nh gi hiu qu cc khon u t :
2.5.2.1 nh gi ha vn :
Sn lng ha vn

48327

Cng sut ha vn

16.78

Doanh thu ha vn

1,933,080,130

Sn lng ha vn trung bnh ca mt qun cafe Highland vo khong 48327 ly nc bn c. Tng ng vi cng sut hot
ng ca qun mc 16,78%. Tng ng vi hn 3 bn trong tng s 20 bn ca qun hot ng lin tc trong 1 ngy hot ng.
Hay tng ng vi nu c t nht 14 khch hng trong mt gi hot ng ca qun th qun s t sn lng ha vn. Vi mc sn
lng ha vn ny, y l mt iu khng qu kh c th thc hin c. Do kh nng hon vn ca qun l kh cao, ri ro l
khng nhiu.
2.5.2.2 T sut li nhun ca vn u :

T sut li nhun ca vn u t

30%

45%

55%

1.66

3.40

4.57

T sut li nhun ca 1 qun cafe Highlands l rt cao. Vi 1 ng vn u t b ra, khi qun hot ng vi cng sut 30% th
s thu v c 1,66 ng li nhun. V khi cng sut hot ng ca qun cng cao th t sut li nhun ny s cng ln.
Vi mt t sut li nhun trn vn u t rt cao Highlands, hon ton vt xa so vi chi ph c hi cng vi chi ph lm
pht ca ng vn u t ban u. Do y l mt hot ng kinh doanh hiu qu v c th mang li li nhun kh ln theo thi gian.
2.6. Gii php:
Highlands nn ch ng hn trong vic y mnh doanh s bn ca mnh c th t c cng sut bn nh mong mun. Thay
v b ng trong vic ch khch hng n v tm kim khch hng mi, trong thi im hin nay cng ty Vit Thi nn y mnh hn cc
hot ng marketing ca mnh, khch hng bit n Highlands nhiu hn v tm n Highlands nhiu hn. Ngoi ra, vic Highlands
ty cc qun l ca tng qun t ra cc bin php y mnh doanh s bn ca qun mnh s to nn s khng ng nht trong
hot ng xc tin bn hng, iu ny c th gy nn s hn lon, mi ca hng xc tin theo cch ring ca mnh, iu ny c th lm
khch hng nh gi rng Highlands khng chuyn nghip trong cc khu hot ng, gin tip lm gim bt hnh nh ca Highlands.
Mt khc vic quy nh ty ny, c th lm cho cc qun l qun mang tnh li, khng c p lc trong vic bt buc phi thc hin
cc hot ng xc tin c gng y mnh doanh s bn ca qun mnh. V vy trong vn ny, Highlands nn quy nh r trch nhim
ca cc qun l qun trong vic y mnh doanh s bng vic yu cu cc qun l trong trong mt khong thi gian c nh 2-3 thng
phi trnh mt bng k hoch v xc tin nhm gip qun hot ng tt hn, sau , cho ng nht vic xc tin ti cc qun
Highlands, tng cng ty Vit Thi s tin hnh nh gi li cc xut ny v chn ra nhng xut mang tnh kh thi tin hnh p dng
cho cc qun. V kinh ph tng cng ty Vit Thi c th h tr thm cho cc qun nu cn. Hn na, cng ty Vit Thi cng nn thng
cho cc qun l c nhng xut tt nhm kch thch to ng lc cho cc cp qun l ny tip tc pht huy.
p dng h thng cng ngh thng tin, phn mm tin tin trong vic qun l doanh s bn, cc ti sn, nguyn vt liu ti cc
qun Highlands. Nhm tng s kim sot ca tng cng ty n cc qun. Mt khc, iu ny cng mt phn gip cho cng vic qun l
ca cc qun l ti mi qun Highlands s nh nhng hn, v vic qun l s c h thng hn. Hn na, vic p dng h thng cng ngh
thng tin, phn mm tin tin trong vic qun l ny s gip cho cng ty tit kim c kh nhiu chi ph trong vic kim tra hot ng
ca cc qun.
Tng s lin kt gia cc qun. Ti Highlands hin nay, rt thiu s lin kt gia cc qun trong vic san s cho nhau v cc ngun
lc. Highlands nn tng cng s lin kt ny, cc qun c doanh s bn nhiu, doanh thu cao, n nh qua thi gian s h tr mt phn

v ngun vn cho cc qun kinh doanh mi thnh lp, cc qun c doanh s thp vn cha thch nghi c vi mi trng kinh doanh ...
Mt khc, cc qun kinh doanh hi km hiu qu trong thi gian kinh doanh ca mnh, c th iu phi ngun lc h tr cho cc qun
kinh doanh tt, ang b thiu ht v nhn lc.

Chng 3 : Qun tr ngun nhn lc

3.1 Tuyn dng :
Do c th cng vic nn h thng Highlands Coffee thng ng tuyn dng trn website tm vic ph bin km yu cu cng
vic cng nh mc lng ngh hu nh quanh nm. Ty theo tng v tr c th m yu cu khc nhau nh trnh hc vn THPT hay
i hc, giao tip tt bng ting Anh, ngoi hnh a nhn, nng ng, c tinh thn trch nhim, c hoc khng c kinh nghim lm vic.
Quy trnh tuyn chn nhn vin ca cng ty gm:
-

Thng bo tuyn dng: thng ng thng bo tuyn dng trn cc website tm kim vic lm hoc thng qua nhng nhn vin

v ang lm ti Highlands Coffee.

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Tip nhn h s: cc ng vin c nhu cu lm vic s np h s ti Phng Nhn S, Cng ty Vit Thi Quc T - Highland s

Coffee, a ch 135/37/50 Nguyn Hu Cnh, Qun Bnh Thnh, TP HCM.

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Tuyn chn ng vin t yu cu: tuyn chn nhng nhn vin ph hp vi cng vic s gip cng ty khng mt nhiu thi gian

o to li. Vi nhng v tr qun l th yu cu kh cao v trnh ngoi ng, c th l ting Anh do nhu cu cng vic thng xuyn
tip xc vi ngi nc ngoi. Cn vi nhn vin phc v th cn ch ting Anh giao tip c bn l c th p ng cng vic.
Cng vic ti qun caf cng kh n gin nn quy trnh tuyn dng nhn vin khng phc tp. Phn ln cc nhn vin y u
l cc bn sinh vin c nhu cu tm kim cng vic part-time thm thu nhp nn thi gian lm vic ca cc bn ti y khng lu. i
vi nhng v tr phc v th cng ty tuyn quanh nm.
3.2 Hun luyn v o to :
Nhn vin sau khi c tuyn s tham gia cc kha o to ca cng ty v k nng cn thit nhm m bo mang li cht lng
dch v tt nht cho khch hng. i vi cc ng vin c nhn h s v ty v tr tuyn dng s c cng ty hun luyn trong
vng 3 ngy trc khi bt u cng vic. Vi nhng v tr nh qun l chui ca hng, tr l qun l hay marketing th cng ty vn hun
luyn trong vng t 2 7 ngy. Quyn li ca tt c nhn vin trong h thng Highlands Coffee l c tham gia cc kha hun luyn
ca cng ty.
3.3. Lng v thng :
Ch lng thng cng kh quan trng, n c th quyt nh s gn kt ca nhn vin vi t chc c lu di hay khng. ng
thi n cng nh hng n thi i vi cng vic ca nhn vin c tn tm hay khng. Di y l mc lng cho mt s v tr:
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Nhn vin thu ngn: lng 1.800.000 - 2.500.000 VN + thng doanh thu

Nhn vin an ninh: lng 2.000.000 - 3.500.000 VN + thng doanh thu

Nhn vin pha ch: lng 1.800.000 VN - 2.500.000 VN + thng doanh thu

Nhn vin tp v: lng 1.500.000 - 2.500.000 VN + thng doanh thu

Phc v bn fulltime: lng 1.800.000 - 2.500.000 VN + thng doanh thu

Phc v bn parttime: lng 14.000 VN/ 1h

Cc v tr cao yu cu trnh c nhn, cao ng th thng mc lng cnh tranh v c m phn khi k kt hp ng lao

ng.
Mc lng ny s tng khong 100.000-300.000VN sau 3 thng. Ngoi lng hng thng, nhn vin cn c thng thm tin

boa ty theo ca hng ni lm vic. y cng c th l ng lc gip nhn vin c thi phc v tt hn v quan tm khch hng
nhiu hn.
Ngoi ra, khi cng tc lu nm nhn vin c th c nng ln v tr cao hn trong b phn nghip v ang lm vic.
3.4 Giao nhim v, gim st v iu chnh :
Giao nhim v
Nhim v c m t khi ng vin tip nhn cng vic, ngoi ra cn c thm nhng nhim v khc c giao bi qun l.
H tr trong qu trnh chuyn giao nhim v
Trong qu trnh lm vic nhn vin phc v khch hng vi phong cch chuyn nghip c cng ty hun luyn. Thm vo
h cng c qun l ca b phn ch dy thm.
Gim st, kim tra v iu chnh
Mi ca hng c mt qun l v 2 tr l thay phin qun l ca hng, ngoi ra cn c qun l khu vc kinh doanh. Cng ty yu
cu nhn vin nghip v duy tr dch v khch hng v thit lp mi quan h tt vi khch hng; tun th cng thc v duy tr cht lng
sn phm ca qun; tun th cc quy nh lm vic ca cng ty bao gm th tc lin quan n tin mt, an ton lao ng; hon thnh tt
cng vic c giao, bo co trung thc.
3.5 Pht trin mi quan h trong ni b cng ty v xy dng nn vn ha ca cng ty :
Cng ty khuyn khch nhn vin pht trin mi quan h trong ni b ca hng, c s h tr gia cc b phn vi nhau.
Vn ha phc v ca Highlands Coffee l nhit tnh v n cn nh th "khch n chi nh". i ng nhn vin ca Highlands
mang phong cch phc v chuyn nghip, v mt lun t ra rt vui v, trn mi lun thng trc n ci vi khch. Khi khch bc
chn vo qun, s c ngay nhn vin phc v cho n khch, sp xp v hng dn ch ngi, m i v t vn cho khch hng cch chn
n ung v nhn order t khch mt cch chnh xc v nhanh nht. Trong qu trnh thng thc c ph ti qun, s lun c nhn vin
sn sng p ng mi yu cu v gii p mi thc mc ca khch hng
3.4. Gii php:
Highlands Coffee xy dng cho mnh quy trnh tuyn dng ring cho mnh mt quy trnh tuyn dng cng nh cc phng
thc o to, hun luyn nhn vin kh hon chnh v ph hp. Tuy nhin chng ti ngh rng Highlands nn c nhiu bin php ng
vin nhn vin nhm lm tng tinh thn trch nhim ca h hn.
Khi ng tuyn dng ngoi ng trn cc website tm kim vic lm hay thng qua nhn vin th cng ty nn ng tuyn thm ti
cc qun caf ca mnh, trn bo Nh vy ngi ang c nhu cu tm kim vic lm s d dng tm kim hn. H ch cn chy ngang
qua qun th c th nhn thy thng tin tuyn dng, vi li cc website vic lm hin nay khng c tin dng nhiu. Cng ty ch ng
tuyn trn cc website va tn chi ph m s lng ngi bit n cng thp hn so vi ng tuyn ti qun.
Ngoi vic cng ty tr lng v thng theo doanh thu th cng ty cng nn thng cho nhn vin vo cc dp l, tt,nhm
khch l tinh thn cho nhn vin, ng vin h lm vic.
T chc cuc thi phc v ti nng hng nm. Nhm to khng kh thi ua gia cc nhn vin phc v v hn ch tnh trng phn
bit i x i vi khch hng trong v ngoi nc
Nhn vin phc v c qun l nh gi tt th qun l c th c nhn vin ny ln chc cao hn nh: trng ca, tr l
T chc cc chuyn giao lu, gi ngoi ti cc khu du lch sinh thi nh: i Nam, Vn Thnh, Vn Xoi, nhm tng thm s
on kt gia cc nhn vin, xy dng vn ha cho cng ty.
Chg 4 : Qun tr qu trnh sn xut dch v

4.1 Tin trnh sn xut dch v :

4.2 Phn b ngun lc :

4.3 K hoch thi gian phc v khch ung cafe :

y l phn khng th thiu, gp phn quyt nh cht lng dch v.
Ti Highlands, k hoch thi gian phc v khch hng c chun ha, tuy nhin nhng khon thi gian trn c th c s thay i
ty vo tnh hnh hot ng thc t ca qun.
K hoch thi gian phc v nh sau :

4.4 D on cc ri ro c th xy ra trong qu trnh phc v :

- Khch hng qu ng khng cn ch trng
- Thiu menu gii thiu thc ung cho khch hng.
- My tnh hng nhn vin thu ngn khng th nhp liu
- B phn pha ch qu ti, do khch hng yu cu trng qu nhiu
- Phc v chm tr do qu ng khch hng
- Nhm ln trong khu i chiu ha n v thc t, gy kh chu cho khch hng
4.5 Kim tra v iu chnh :
4.5.1 T kim tra v iu chnh :
Nhn vin :
Qun l mi ca hng s chu trch nhim trc tip v nhn vin ca ca hng mnh. Do mi qun l c trch nhim tin hnh
kim tra nhn vin v thi gian lm vic, phong cch lm vic v hiu qu khi lm vic.
Nu c nhng hnh vi tiu cc hoc thi khng ng n, qun l s tin hnh nhc nh v ngh nhn vin iu chnh. Mi tun
lun c nhng cuc hp ca qun l rt kinh nghim nhng vic lm trong tun.
Phng tin, cng c, dng c :
Cui ngy kinh doanh, qun l s tin hnh kim k cc cng c, dng c ca qun. Nu c s chnh lch, h hng hoc mt mc, s

tin hnh x l. ( Bin php x l c th theo di trong mc 2.2.1.3 ca bi ny )

V sinh, an ton thc phm :
Ngoi ra, sau 1 ngy hot ng, cc nhn vin trong qun c trch nhim phi dn dp, gi v sinh qun sch s nh u ngy kinh
doanh.
4.5.2 Cng ty tin hnh kim tra v iu chnh :
Ti cng ty Vit Thi, cng ty s tin hnh kim tra cc qun cafe Highland mt cch ngu nhin nu cc qun u hot ng kinh
doanh bnh thng. Nu tn ti cc qun hot ng khng hiu qu ko di 2-3 thng, cng ty s u tin kim tra cc qun trn v, tt c
cc quy trnh lm vic, nhn vin v trnh v phong cch lm vic ... tm ra nguyn nhn v ra gii php thch hp ci thin
tnh hnh hot ng kinh doanh ca qun.
4.6 Gii php:
Khi khch hng qu ng, khng bn phc v cho khch. Khi gp phi trng hp ny, Highlands nn d tr trc 1 s
bn gh phc v cho khch. Trong trng hp khch vo qu ng vi s lng ln qun khng c kh nng phc v, trnh trng
hp khch i qu lu s li n tng xu hn l sn sng ni khng ch ri sau c th gii thiu khch sang qun Highlands
gn nht cn ch trng phc v, ng thi phi chit khu cho khch h khng b sang qun caf ca cc i th cnh tranh.
Thng xuyn bo hnh, bo tr cc my mc, thit b. Nu gp phi tnh trng my tnh ngng hot ng th nhn vin thu
ngn cn phi linh hot x l chng hn: thay v tnh tin bng my th c th tnh tin bng tay vit vo ha n a cho khch. y
cng l mt im d xoay s nu khi khch gi thc ung nhn vin phc v bn ghi li trn giy.
Theo di nhng thc ung bn chy d tr trong trng hp qu ti. Qun caf c th da vo doanh s bn hng ca cc
thng trc a ra cc d bo v khong thi gian no s c lng khch ng nht, khch thch chn thc ung no nht m pha
sn trong cc chai, ly khi khch gi c th phc v tt hn.
Vo nhng gi cao im, nu khch hng qu ng khng phc v kp th qun c th iu ng nhn vin ca cc ca khc ln
phc v.
Nu vo nhng lc qun ng khch th b phn thu ngn v phc v nn cn thn trong vic ghi ha n cho khch hng.