CAF HIGHLANDS

a. Gii thiu v Highlands Cofffee

Highlands Coffee c cng ty Vit Thi Quc T thnh lp v qun l t nm 2000, bt u
vi caf ng gi c cung cp cho cc khch sn cao cp v siu th. n nm 2002 qun caf
u tin chnh thc ra mt. n nay c hn 80 qun hot ng trn khp Vit Nam.
Highlands Coffee lun n lc song hnh cng s pht trin ca t nc.
T ho l thng hiu Vit Nam, trit l ca Highlands Coffee l kt hp nhng tinh hoa ca
th gii hin i vi nt duyn v gi tr truyn thng ca Vit Nam. Highlands Coffee lun
mong mun mang li nhng cm nhn v mt gi tr truyn thng v bt h, Highlands Coffee
khng ngng n lc mang n cho khch hng nhng cm nhn rt tht 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.
Highlands Coffee tin tng vo kinh nghim phc v ca mnh trong lnh vc caf. Nhng
kinh nghim ny c tch ly t vic ch trng n s hon ho ca tng chi tit. Nh vic la
chn, rang xay v phc v khch hng bng nhng ly caf thm ngon, c cht lng tt nht;
mi trng thoi mi, nng nng v tt nhin khng th qun n ci thn thin, s ci m i
vi khch hng. Highlands Coffee l tt c nhng g tuyt vi nht v c ph. T nhng gi c
ph bn mua Siu Th hay tng tch c ph bn thng thc nhng nh hng khch sn hng
u Vit Nam, Highlands coffee cam kt phc v tch c ph hon ho nht v trong tng tch
mt.
II. Khch hng mc tiu ca Highlands Coffee
1. i tng khch hng
Nghin cu dn cho thy s lng v gi tr c ph tiu dng nhiu nht ri vo cc nhm
tui trung nin (35 50 tui) v gi (trn 50 tui), nhng nhm tr (15 35) li l nhm c xu
hng tng tiu th c ph mnh m. V ngh nghip, nhng ngi l k thut vin, lnh o
qun l, nh chuyn mn, nhn vin vn phng, v nhn vin ngnh dch v c lng c ph
tiu th nhiu nht (trn 0,5kg/ngi/nm).
Nghin cu cng cho thy, thi quen ung c ph ti qun l ph bin, c bit min Nam,
min Bc. Nghin cu trch dn cho bit i vi Thnh ph H Ch Minh, 96% s ngi c
hi cho rng h c thi quen ung c ph qun, t l ny H Ni l 72,4%. Trong ba yu t
chnh nh hng n quyt nh ung c ph qun l khu v, phong cch qun v nhn hiu
c ph s dng th 44,7% s ngi ung c ph qun khng nh l khu v (c th a phn
ngi tiu dng a thch c ph c v ng v mi thm), 39.9% tr li cho phong cch qun
(nhng qun yn tnh, sang trng, c phong cch, d t tp bn b l nhng c im thu ht
ngi ung), v ch c 15,4% la chn nhn hiu (iu l th l Highlands Coffee l nhn hiu
c nhiu ngi bit n nht).
Kh r rng thy i tng khch hng m Highlands ang phc v l nhm ngi tiu
dng trung lu, gii vn phng, gii tr. Bn cnh , Highlands Coffee cn tp trung vo nhm
khch hng l ngi nc ngoi ang sng v lm vic ti Vit Nam
Nm 2001, Highlands Coffee khai trng qun c ph u tin vi i tng khch hng
mc d cn kh nh nhng ang pht trin nhanh chng: nhng ngi trung lu.
i vi khch hng trong nc th a s l gii vn phng, mun c mt khng gian lch
lm v khng qu sang trng hn bn cng vic hoc th gin vi bn b, thch ung c ph
cng bnh ngt, mang phong cch phng Ty.
Ngoi ra, Highlands cn nhm ti nhm khch hng l lp ngi tr thnh t cn th hin
mnh. Nhng ngi i du hc nc ngoi v quen sng theo phong cch u-M, thch ung c
ph nhng qun sang trng, mang phong cch ca nhng ni mnh sng.

CAF HIGHLANDS
2. Mc tiu la chn
"Thng k dn s cho thy a s ngi Vit Nam l tr. Chng ti l mt cng ty Vit Nam
thun ty nhng chng ti c gic m ca mt doanh nghip Vit thnh cng trn th trng
ton cu" Dn theo li David Thi - ngi sng lp cafe Highlands.
L mt cng ty Vit, chng ti cam kt v s pht trin ca mt Vit Nam, v mt nn kinh
t th trng bng cch cung cp thng hiu ng cp cho tng lp trung lu ca Vit Nam. C
th, chng ti hng ti ng mt vai tr quan trng trong vic ci tin cht lng cuc sng
ca khch hng thng qua thng hiu ca chng ti. Chng ti khng c nh dng li v s
tip tc m rng hot ng kinh doanh hin ti v tip tc pht trin c thng hiu ca chng
ti v tip tc tm kim nhng thng hiu lm tha mn khch hng mc tiu m chng ti
hng ti, David cho bit.
b. Nhu cu khch hng v s tha mn nhu cu
1. Nhu cu khch hng
Da vo thuyt nhu cu ca Maslow c th lit k nhu cu ca khch hng thnh 5 tng theo trt
t th bc hnh kim t thp. i vi nhng khch hng thng ung c ph, c bit l c ph
thng hiu Highlands s c nhng c im nhu cu ny v tri di t tng 1 cho n tng 5:
- Tng 1: nhu cu sinh l nh: n, ung, ngh ngi, th gin..
- Tng 2: nhu cu an ton: vic lm, gia nh, sc khe cn c m bo.
- Tng 3: nhu cu c tnh x hi nh: giao lu bn b, du lch, gii tr
- Tng 4: nhu cu mun c tn trng: bng cp, hc v, ng cp x hi
- Tng 5: nhu cu t th hin bn thn: phong cch ring, sng to, th hin kh nng
2. S tha mn nhu cu
Nm bt nhng nhu cu trn, Highlands Coffee c nhng cch th hin v xy dng thng
hiu ring tha mn nhu cu ca i tng khch hng mc tiu nh sau:
a. Nhu cu v n ung:
Highlands Coffee chn lc nhng ht c ph ngon nht, tt nht rang v phc v cho
nhng thc ung, phc v loi c ph Robusta mang m phong cch Vit Nam cng vi dng
sn phm Arabica mang hng v quc t. Mi loi thc n, thc ung l s cht lc tinh hoa
m thc ca Phng ng v Phng Ty.
Ti Highlands, khch hng c th thng thc nhng loi c ph ni ting ca th gii nh
Espresso Full City Roast, Espresso Cinnamon Roast hay 1 ly c ph thun Vit. iu ny
cho thy, cc nh hoch nh thng hiu ca Highlands tun th cht ch quy trnh xy dng
thng hiu t hnh nh nhn din cho n tnh cch ca thng hiu. Him c chui c ph no
Vit Nam c 1 quy chun nh Highlands Coffee.
n vi Highlands coffee, khch hng s c thng thc nhng hng v khc nhau ca
cuc sng, t truyn thng n hin i, t nhng sn phm mang hi hng ca phng ng
n phng Ty. Ngoi s a dng chng loi caf ra, Highlands coffee cn phc v cc mn n
nh i km nhm p ng a dng hn nhu cu ca khch hng, c bit l nhng du khch
nc ngoi v nhng ngi tng sinh sng nc ngoi c thi quen n ung theo phong
cch phng Ty.
b. Nhu cu v gii tr:
Vi nhc nn ch o l Jazz, Highlands Coffee va to cm gic th gin, li va sang
trng, qu phi. iu ny lm tn ln ng cp ca khch hng khi n thng thc ti qun.
Bu khng kh ni y tht thoi mi v y hng khi, khng qu n o m nh nhng, su
lng. Phong cch phc v nng m v tt nhin khng th thiu c nhng n ci thn thin
v mt s nhit thnh, tn tm v khch hng.

CAF HIGHLANDS
Vi 2 gam mu ch o l - en, t ng phc nhn vin n cch bi tr ca khng gian
bn trong, Highlands Coffee to nn 1 hnh nh nng ng, hin i nhng rt gn gi, d nh.
- Cung cch phc v ca nhn vin lun ti ci v nhanh nhn, p ng mi yu cu t
khch hng, iu ny lm cho nhng v khch kh tnh nht cng phi hi lng.
c. Nhu cu th hin ng cp:
an quyn gia s n , nhn nhp ca nhng con ng n o nm gia trung tm thnh
ph ln vi nt va hin i, nng ng nhng khng km phn tr tnh, lng mn ca qun,
Highlands to nn s khc bit ca h thng ny. l l do v sao Highlands Coffee ch
chn cho mnh nhng mt tin gn nh p nht trong thnh ph.
H thng ca Highlands Coffee bt u ti ta nh Si Gn Center, cc chui coffee shop ca
Highlands tip tc mc ln honh trng khp ni, nhng v tr c a ti cc qun trung tm
nh Thng X Tax, Diamond, ta nh Summerset; c
khi li l Etown hay ta nh Lawrence Sting bn Ph M Hng. y l ni dng chn ca a s
khch nc ngoi v Vit kiu, nhng khch hng c thu nhp caoNh vy Highlands coffee
phn no th hin c ng cp ca mnh.
c bit, Highlands coffee khng n thun ch l mt qun caf, m l c mt ngh
thut, n kt hp hi ha c hai nn vn ha ng-ty cho ra i nhng dng sn phm cao
cp mang hi hng ca hin i.
T mu sc cho n cch by tr cng nh cung cch phc v c i theo mt h thng. Tt
c nhng nt c trng to nn mt phong cch rt ring ca Highlands coffee. V khi
khch hng ngi y, thng thc nhng hng v tinh t ny, h tht s tr thnh c bit v
ng cp s c nng ln mt tm cao mi. l nhng g m Highlands coffee v ang
thc hin.
IV. Phn tch hot ng Marketing Mix trong vic tha mn nhu cu khch hng.
1. Sn phm:
a. Cafe
Nu khng c cht lng c ph tuyt ho, Highlands Coffee khng tn ti. Highlands
Coffee v ang xy dng c mt nim tin vng chc ngi tiu dng qua tng thi khc
mt. Khch hng thu hiu c rng Highlands Coffee khng ph nim tin ca h t nhng gi
c ph n nhng tch c ph trn tay.
Vi 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 ca Highlands Coffee 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.

CAF HIGHLANDS
Cui cng nhng khng km phn quan trng l khu ng gi. m bo cht lng ti
u nht, 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.
Chnh v nhng yu t trong khu bo qun v chn lc sn phm k cng t khi l ht cafe
nguyn cht m Highlands Coffee to c nim tin tuyt i v sn phm cht lng ni
khch hng. y chnh l mt trong nhng iu to nn s khc bit cho Coffee Highlands.
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.
- C ph mang hng v quc t
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 cph-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 mang hng v truyn thng
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.
i din cho nhng thng hiu hng u th gii v my pha c ph v linh kin cng vi
s h tr ca i ng k thut vin lnh ngh, Highland Coffee tin rng mi nhu cu ca bn
cng s c p ng - d ln hay nh.
b. Dng sn phm khc
Highlands Coffee t ho vi vn ha pht trin cc dng sn phm thc n, nc ung mi
mang phong cch kt hp ca Phng ng v Phng Ty. Vi thc n a dng vi sn
phm bnh ngt, kem, nc tri cy, tr, ph, ...Highlands Coffee to cho khch hng cm
gic thoi mi, a dng vi cc mn n nh quen thuc cc nc u M kt hp hi ha vi
cc mn n m vn ha Phng ng. Chnh s kt hp hi ha ny to nn nt khc bit c
trng cho Highlands Coffee.
Thc n ung v thc n a dng ca Highlands Coffee:

CAF HIGHLANDS
2. Phn phi ( Place )
Vi thng hiu Highlands, Vit Thi cng ang tp trung m rng h thng phn phi v
bn l ca mnh trong th trng ni a. Hin nay, thng hiu ny cng nhn c hng nghn
ngh t cc cng ty nc ngoi v sn phm ng gi v chuyn nhng thng mi nhng
hin nay mi ch dng li sn phm ng gi. Hin cng ty ang xy dng chin lc v t
chc m rng s lng ca hng Highlands ra th trng quc t.
"Chng ti chnh thc thit lp i l bn bun c trong nc v trn th trng quc t,
ng thi xy dng mt i ng nhn vin mnh di s qun l ca David France, trc y
tng lm tng gim c ca sn phm nc ng chai Coca Cola ti Vit Nam. i l th
trng quc t ca Highlands c hot ng phn phi ti vi Quc Gia trn th gii v hin
ang xut khu dng sn phm ca chng ti sang M, c v Nht Bn. M rng ra th trng
quc t l mt bc i chin lc ca chng ti v chng ti s tip tc thc hin chin lc ny
trong nm 2009 v trong cc nm sp ti, David chia s thm.
Qun c ph Highlands Coffee u tin ti Thnh Ph H Ch Minh c khai trng ti to
nh Metropolitan, i din nh Th c B. Mt tun sau , qun c ph u tin ti H Ni
cng ra i.
Tp on Vit Thi ngy nay c thnh lp nm 2002. Ban u, ch c hai ca hng
Highlands Coffee H Ni v Tp.HCM. Sau 7 nm, hin nay s lng ca hng Highland
Coffee vt qu con s 80 trn su tnh thnh bao gm H Ni, Si Gn, Hi Phng,
Nng, Vng Tu v ng Nai. Trong nm 2008, Tp on Vit Thi c hn 5 triu lt khch
v phc v hn 2 triu ba n, hn 4 triu cc c ph cho khch hng.
Knh phn phi:
Ti thnh ph H Ch Minh

Tn siu th
Coop DTH
Coop NK
Coop Xa l HN
Thng x TAX
Citi Saigon
ST L Thnh Tn
ST Minh Khai
Siu Th An Ph - APSC
Diamond Mart
Superbowl
Superbowl
Select Supermarket
ST Hanoi Phan ng Lu
ST Binh Dn
BigC ng Nai
ST Bnh An 2

a ch
S
127
571-573
191
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ng
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Nguyn Kim
Quang Trung
Nguyn Hu
L Dun
L Thnh Tn
Ng. T. Minh Khai
An in - An Ph
L Dun
Trng Sn
Trng Sn
L Li
Phan ng Lu
Quang Trung
Bin Ho
Bn Xe Min ng

Qun
BT
PN
9
1
1
1
1
2
1
TB
TB
1
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GV
DN
BT

CAF HIGHLANDS
ST Vinatex Bnh Dng
Norfolk Mainson
XNDVTNHK - Sasco
ST Bnh Ha
ST Quang i Bnh Dng
ST Parkson
BD Mart Sng Thn
BD Mart Sng Thn
BD Mart Bn Ct
BD Mart Bn Ct
ST VH Vn Lang
Metro An Ph
Metro Hip Ph
ST Nh Ti

Tn siu th
14 Thy Khu
City Mart HBT
City Mart Vincom
Fivi Mart
Hng Long Shop
Intimex B H
Intimex Lc Trung
Intimex Ho Nam
Intimex H.T.Khng
Intimex Hi Phng
Intimex Qung Bnh
Intimex nh Cng
LS Place
LS Place II
LS Place III
Phng Anh Shop
Mini shop
Sedona
Unimart
ST Hai B Trng
Siu th H Ni
Cty sth HN
Cty sth HN
Cty sth HN
Cty sth HN
Cty Thc phm HN
Siu th Lng H

19
Sn bay Tn Sn Nht
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26/33
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Lu 1 ch Th Du Mt BD
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BB
L Thnh Tn
1
i l c lp, KCN ST BD
i l c lp, KCN ST BD
Quang Trung
An Ph
Phng Tn Thi Hip
Phan Xch Long

Danh sch siu th H Ni - Highlands Coffee

a ch
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14
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49
Hai B Trng
191
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17
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Xun Diu
32
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Ho Nam
27
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41
in Bin Ph
96
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nh Cng
Ngc Khnh
Xun Diu
Khu th Nam T Lng
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T Ngc Vn
T Ngc Vn
Phm Ngc Thch
Hai B Trng
L i Hnh
L Dun
Thanh Xun
Hong Hoa Thm
Ging V
Ng Th Quan
Lng H

GV
2
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Qun
Ty H
Hon Kim
Hon Kim
Hon Kim
Ty H
Hon Kim
Hai B Trng
Hai B Trng
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Hai B Trng
Ty H
Ty H
Cu Giy
Ty H
Ty H
Ty H
ng a
Hai B Trng
Hai B Trng
Hon Kim
Thanh Xun
Ba nh
Ba nh
ng a
Ba nh

CAF HIGHLANDS
Sth Ct Linh
Siu th StarBowl
Sth Trng Tin Plaza
St Cng an98
Shop Hng Vui
Minishop
Mango
Sthi Marko I
Sthi Marko II
Sth Marko III
Sth Vn Phc
Shop Veggy
DH Mart
Thnh Thy shop

36
2B
24
98
6
4
99
649
2
99
S 8 ng1

Ct Linh
Phm Ngc Thch
Hai B Trng
T Ngc Vn
Ng 96 Linh Lang
T Ngc Vn
c Ng
Kim M
Ty Sn
Hi Dng
Vn Bo
Xun Diu
Ty H
ng u C

Ba nh
ng a
Hon Kim
Ty H
Ba nh
Ty H
Ba nh
Cu Giy
ng a
Hi Phng
Ba nh
Ty H
Ty H
Ty H

H thng ca hng ca Highland coffee c t nhng v tr c a nh:

Cc trung tm thng mi ln nh (Vincom, Diamond Plaza, Parkson),
Cc ta nh cao c vn phng ( Si Gn Tower, Etown 2, CT Plaza, Somerset)
Cc khch sn, siu th ln (Khch sn Liberty, Siu th Lotte, MarxiMark, Big C, Thng
x Tax).
L do m Highlands chn ton nhng v tr ti cc cao c sang trng nht VN "by hng",
bi David Thai mun biu tng Highlands phi song hnh cng nhng bc pht trin mi
nht ca t nc. Ti mun ng gp vo "di sn c ph ca VN. l li m David Thai
chia s v chin lc phn phi coffee n cc a im thuc khu trung tm Thnh Ph, ni m
mt dn c cng nh mc sng ca ngi dn ang ngy cng tng cao, th vic tn hng
khng gian v t cho mnh th thng thc cafe ng cp khng cn l iu tr nn xa vi i
vi
ngi
dn
Vit
Nam.
Mt mai, Highlands c th i ra th gii nhng ng thi cng phi vo ch Bn Thnh, Ch
Ln cho ngi bnh dn hng th - ngha l nhng gi tr th gii phi n c vi mi
ngi Vit.
3. Gi ( Price )
Theo nghin cu ca IAM v thi quen s dng c ph, 65% ngi tiu dng c s dng c
ph Vit Nam ung c ph by ln trong tun, nghing v nam gii (59%). Ring v c ph ha
tan th c 21% ngi tiu dng s dng c ph ha tan t 3 n 4 ln trong tun v hi nghing
v nhm ngi tiu dng l n(52%). T l s dng c ph ti nh (in home) v bn ngoi (Out
of home) l ngang nhau 49%/50%. Thi gian ung c ph ph bin nht l t 7-8 gi sng.
Qun c ph ti Vit Nam c th tm thy ti mi ngc ngch, ph bin a dng, a kiu to s
thun tin nht cho ngi ung c ph. Highlands tip cn cch m Starbucks xy dng ti
th trng M v cc th trng xung quanh khu vc. l cung cp c ph ngon c bit v
mt khng kh mi trng thng thc c ph vi gi c dnh cho nhng ngi c thu nhp
tng i.
Highland Coffee thc hin chnh sch ng nht gi rt hiu qu, c th l gi ung v
dch v ti cc qun l nh nhau. Vic p dng chnh sch ng nht ny gip Highland Coffee
nh v gi r trong tm tr ngi tiu dng. Cng vi chnh sch ny, Highland Coffee ang
c ngi tiu dng la chn v gi c tng i khi thng thc trong khng gian mang
phong cch u My

CAF HIGHLANDS
4. Xc tin ( Promotion )
Thng tin v c ph Highlands c cp nht v qung b rng ri trn website ca cng ty
www.highlandscoffee.com.vn.
Ngoi ra, cng ng thng tin qung co sn phm Espresso Full City Roast trn cc trang
VnExpress, Zingme, Dntr. To Facebook Page cng ng yu Coffee. Trong , ng thng
tin v coffee, cch thng thc, cch pha ngon, qun ngon. (lng qung co Highlands
Coffee). ng thng tin cc event, gim gi ln Facebook, Email Marketing, Mobile Marketing
(SMS Brand name, games App): Gi thng ip qung co v khuyn mi n cc khch hng
nhm chuyn ti thng ip n ngi dng.
Bn cnh vic qung b thng tin khuyn mi trn website v trn cc phng tin bo ch.
Highlands Coffee cn phi hp vi cc trang web nhm qung b rng ri vi hnh thc bn cc
Voucher gim gi, u i cho khch hng n vi qun trn website: www.nhommua.com
Vi vic m rng nhiu ca hng trn phm vi ln v pht trin hn na thng hiu
coffee cao cp dnh cho ngi ng cp, Highland Coffee thc hin nhiu chng trnh
khuyn mi nhn cc s kin c bit.
Ngy 9-3, Ban Gim c cc khch sn Mercure cng b chng trnh hp tc vi chui
ca hng c ph Highlands Coffee gip nhau cng qung thng hiu ti th trng Vit
Nam.
Chng trnh nhm qung b cc sn phm ca mt trong nhng thng hiu c ph hng
u Vit Nam thuc Cng ty c phn Vit Thi Quc t v thng hiu mi Mercure ca tp
on qun l khch sn quc t Accor ti Vit Nam.ng Tony Chisholm, Tng gim c ca
khch sn Mercure Lt Du Parc, cho bit thng qua chng trnh, khch ung sn phm c
ph mi Jelly Freeze ti cc ca hng ca Highlands c c hi ot nhiu gii thng, bao gm
ngh ti mt trong 3 khch sn mang thng hiu Mercure ti Lt, Hu v H Ni.
Cc gi gii thng bao gm nh gn, v my bay, dch v spa, a n sn bay v tham
quan thnh ph do cc khch sn Mercure t chc ty thuc vo cc a im ca cc khch sn
ny. B Raphaela T. Galang, Gim c ph trch bn l ca Cng ty c phn Vit Thi Quc t,
ni vi Thi bo Kinh t Si Gn Online rng thng hiu khch sn Mercure s xut hin ti
khong 70 qun c ph Highlands Coffee ti cc thnh ph khp Vit Nam.
Cng 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.
Bn cnh , Highlands Coffee cn l mt thnh vin nng ng trong cc hat ng x hi.
Highland Coffee rt quan tm v ti tr cho hng lat cc chng trnh t thin, vn ha, v th
thao. Cng ng l ni cng ty nng ta pht trin doanh nghip ca mnh. Vic gp phn
xy dng cng ng l vic tt yu to dng nn tng pht trin cho cng ty. Do ,
Highlands Coffee xc nh vai tr ca mnh trong cng ng l lun ng gp tch cc xy
dng mt mi trng cng ng tt p v gp phn pht trin s nghip chung ca x hi vi
cc chng trnh ti tr nhm pht trin cng ng gp phn vo trch nhim x hi chung.
Danh sch cc chng trnh m Highland Coffee ti tr:
American Independence Day
Australia Day
Canada Day
Terry Fox Run

CAF HIGHLANDS
Fun Run for Charity
International School Charity
French Dinner Charity
Soccer For The Streets
Saigon Cyclo Challenge
Saigon Ultimate Frisbee Tournament
5. Con ngi ( People )
Vi s pht trin nhanh chng cc chui qun Cafe, Highlands Coffee a yu t con ngi
l vn c quan tm hng u. V ch khi chm lo tt li ch cho cc nhn vin th mi c
th hng n vic phc v khch hng tt hn v xy dng mt thng hiu c lng tin
cy ca khch hng th doanh nghip cn hiu r khch hng ca mnh hn ai ht v lun ly s
hi lng ca ngi tiu dng lm trng tm cho mi hot ng. Cng trong nh hng y,
Highlands Coffee dc tm to cho mnh mt sn phm tt, nht qun v cht lng cng nh
trong cch phc v v th hin. khi khch hng n u cng c mt ly c ph ngon nh
nhau v trong mt khung cnh m cng, thn thin quen thuc. Highlands Coffee khng ch p
ng khch hng v mt cht lng v phc v, m cn khi dy trong khch hng nhng cm
xc, cm nhn c bit v tch cc v thng hiu . Tt c cc yu t ny cng kch thch cm
xc ni ngi khch hng to nn mt gi tr tng th cho sn phm.
B Patricia Marques Gim c Highlands Coffee cho bit: Highlands Coffee lun n
lc tr thnh ngi bn caf thn thit nht ca khch hng. Bng nhng ci tin khng
ngng, chng ti em n dch v tt nht cng nhng gi tr c o. Chng ti tin tng c
th em li cho bn cm gic cn bng gia nhp sng hin i, vi nhng tri nghim ng nh
nht bn gia nh, bn b. Chnh iu l ng lc thc y s sng to khng ngng trong
vic tm kim nhng phng thc mi lm bn ngc nhin v hi lng. Chng ti tin chc rng
mn qu sinh nht ny s khin cc bn n gn hn vi Highlands Coffee. Hy vng c cho
n tt c cc bn ti h thng Highlands Coffee trn c nc.
S pht trin v trng tn ca cng ty Highlands Coffee s phi da rt nhiu vo nhng
con ngi xy dng nn n. Chnh v l , Highlands Coffee lin tc u t vo vic o to
mt i ng nhn vin gii gip thng hiu pht trin bn vng. em n cho nhn vin
nhng li ch tho ng v vt cht ln tinh thn cng nh nhng c hi o to v pht trin
cng vi s ln mnh khng ngng ca Highlands Coffee.
Theo bng s liu trn, i ng lao ng ti h thng qun Highlands Coffee a phn l trnh
cao ng, trung cp chim khong trn 60% c cu lao ng ti cc qun. Cc nhn vin
c o to theo nhiu hnh thc nhng hnh thc o to trc tip thng l o to ti ch,
ring bn qun l h thng qun v tr l s c i o to thc t, a h vo cc qan
hot ng sn trong TP.HCM c th nm bt c quy lut hot ng ca qun. Cng ty lun
ch trng n cc chng trnh o to v nng cao trnh hc vn ca i ng nhn lc bi v
cng ty lun i hi cao v kh nng sng to v k nng giao tip ca mi nhn vin v h ch
c th hon thnh tt nhim v khi h c mt kin thc vng chc v lun cp nht kin thc
ca mnh. C th ni chin lc u t pht trin i ng nhn vin ca Highlands Coffee l
mt chin lc cc k ng n, nhn vin ca cng ty c tr lng rt cnh tranh, h thng
lng bng, chnh sch phc li r rng, cht ch c xem xt hng nm.
6. Quy trnh ( Process )
Qu trnh qun tr hot ng cung cp dch v n khch hng ca Highlands
Coffee

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Khch hng c th n ung c ph trc tip ti qun hoc thng qua website hay gi in
n qun book ch trc nu i ng ngi v vo thi gian cao im gi c nhng v
tr tt.
Khi n qun khch hng c nhn vin gi xe ca Highland hng dn tn tnh ch u
xe ph hp v ly v xe.
Khi bc vo qun khch hng nhn c s cho n nhit tnh ca nhn vin phc v v
khch hng s c dn n nhng v tr ch ngi tt theo mnh.
Cung cp menu khch hng la chn ung. Khch hng c th chn ung t chn
hoc nh nhn vin qun t vn chn nhng ung ngon ca qun.
Trong lc ch i (thi gian ch i phc v ung khong t 10-15 pht i vi sinh
t, v nhng thc ung phc tp, 5 pht i vi c ph hoc nhng ung n gin) khch
hng c phc v tr min ph v tn hng m nhc ca qun. Khch hng c th yu cu
nhn vin phc v ly cc loi bo v tp ch theo yu cu.
Khi ung c pha ch xong, nhn vin phc v s mang ra cho khch hng v chc
khch hng thng thc ngon ming.
Nhn vin qun s quan st khch hng chm tr hoc p ng nhng yu cu khc m
khch hng yu cu nh thm ng, thm ,
Khi ung xong khch hng c th thanh ton bng tin mt hoc ATM khi tnh tin. Khch
hng c th n quy tnh tin tnh trc tip hoc gi nhn vin phc v n thu tin ti bn.
Khi ra v khch hng c tip tn ca qun ci cho, cm n v hn gp li ln sau.
Nhn vin gi xe ca qun ly xe cho khch v nhc xe theo hng khch hng cn i.
7. Physical evidence (khng gian v hnh thc):
L mt thng hiu phong cch, Highlands coffee t trn nim tin vo vic em li cho
khch hng nhng tri nghim tinh t nht v c ph. thc hin c iu , tt c mi khu
u phi c thc hin nghim ngt v ng tiu chun. T vic ch chn lc nhng ht c ph
ngon nht, tt nht rang v phc v cho nhng thc ung, n vic to nn mt bu khng
kh thng thc c ph tht thoi mi v y hng khi, phong cch phc v nng m v tt
nhin khng th thiu c nhng n ci thn thin v mt s nhit thnh, tn tm v khch
hng.
S khc bit n t trit l ca Highlands Coffee.
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. 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: Highlands coffee 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.
Khng gian ca Highlands Coffee c th l khng gian m ngoi tri, khng my lnh,
khng nhc to xp xnh, khng sch bo gii tr nhng vn l s la chn ca nhiu ngi. Ni
tht ca qun cng c trang tr n gin nh phong cch ca qun: Gh g, bn king. V

CAF HIGHLANDS
di bn king l mt chu hoa to rc r. C th y l ch ca ch qun khi c tnh a thin
nhin mt cch t nhin vo khng gian qun y ting ci xe v khi bi.
Hay khng gian bn trong tht thoi mi, rng ri, hin i v rt Ty. Nhc theo dng
flamenco, La-tinh nghe rt hay, c bit. Khng kh m cng v yn tnh tri ngc vi cnh n
o, cht chi ca ng ph Si Gn. gc ng Khi Nguyn Du ngoi tri hay bn trong,
hay t ca knh ln trn lu 3 thng x Tax nhn xung ng Nguyn Hu, ngi ta nh c
tn hng s yn tnh, nh mt mn hng xa x trong lng ci thnh ph ln no nhit v vi v
ny.
Highlands coffee c phong cch ring ca mnh, c l l ngi ta tm li cm gic g
xa c. Ny l nhng vin gch vung lt sn nh nh ta nhng nm 70 - 80, nhng bn gh
lm bng g dy mu nu kn o, trn cao l nhng ngn n c bao bc trong lng vi dy
mu vng hay cam ... trn nh cng c sn ton mu nu l ton b phn b tng v cc
ng dn hi lnh, nc ... Cc nhn vin phc v trong trang phc en sch s lun phc v
chuyn nghip v n cn.
T nhng gi c ph bn mua Siu Th hay tng tch c ph bn thng thc nhng
nh hng khch sn hng u Vit Nam, Highlands coffee cam kt phc v tch c ph hon
ho nht v trong tng tch mt.
V. xut hon chin chin lc Marketing Mix
1. Sn phm
Highlands Coffee c ch ng vng chc trn th trng hin nay phn ln nh vo cht
lng cafe tuyt ho. m bo vic ny, Highlands Coffee cn ch hn na n quy trnh
chn nh cung cp, kim tra sn phm, sn xut, pha trn, ng gi v bo qun. Cn kim tra
nghim ngt quy trnh, cht lng sn phm trong khi sn xut v bo qun.
Theo tm hiu, hin ti Highlands Coffee ang p dng tiu chun v v sinh an ton thc
phm do B Y T ban hnh. Trong tng lai Highlands Coffee nn p dng cc tiu chun v
sinh an ton thc phm quc t nh HACCP i vi cc cc dng sn phm t cafe cho n
bnh ngt. V cng b giy chng nhn trn website nng cao lng tin ca khch hng trong
nc, thun tin cho vic vn ra th trng th gii. c bit, vic p dng cc tiu chun ny
s gip ch rt nhiu trong vic x l cc s c v v sinh an ton thc phm nh Bnh c
chut nht.
Bn cnh , cng ty cn dnh thi gian pht trin cc gi dch v m bit chc rng s
li cun cc khch hng, nh cc chng trnh th dnh cho khch hng thn thit, chng trnh
dnh cho khch VIP nhng ngi l khch hng trung thnh v thn thuc ca Highland
coffee.
2. Phn phi
Hin ti, Highlands Coffee ang chim nhng v tr trung tm ca thnh ph nhm ph hp
vi nh v hin ti ca mnh. Do , cn ch trng pht huy cc dch v hin ti ph hp vi
v tr v nh v .
Trong tng lai, Highlands Coffee mun vn ra th gii nhng cng li mun vo ch Bn
Thnh, ch Ln p ng c 2 i tng khch hng ng cp v bnh dn. V hai nhm i
tng khc nhau nn Highlands Coffee cn ch , cn trng trong vic chn a im phn phi
ph hp vi nh v mi ny.
3. Gi
Hin ti, Highlands Coffee ang p dng mt bng gi ng nht ti tt c cc ca hng.
iu to iu kin thun li cho vic nh v thng hiu.

CAF HIGHLANDS
Nhng trong thi k bo gi, vic iu chnh gi hay lm cc chng trnh gim gi khuyn
mi thu ht khch hng cn c cn nhc k lng v mc gi, cht lng dch v m
bo nh v hin ti ca mnh. V d nh, vic Highlands Coffee tham gia hnh thc groupon,
gim gi thu ht mt s lng ln khch hng ln n trn 7000 ngi trong khong thi
gian ngn. V s lng khch hng ng nn Highlands Coffee cn m bo cht lng dch v
trnh tnh trng qu ti nh hng n thng hiu cng ty.
4. Xc tin
Tuy hin ti, Highlands Coffee ang y mnh vic qung b trn cc phng tin truyn
thng nh website cng ty, facebook, truyn thng, PR vit bi,... cng ty cha c s u t k
lng to ra cng ng yu thch cafe. n c nh tm trn Facebook c t nht 3 trang mang
tn Highlands Coffee, khng bit trang no l chnh thc v trang no cng ngho nn thng tin.
Website hin ti ca Highlands Coffee hin ti ch l trang cung cp thng tin v sn phm mt
chiu, khng c tng tc vi khch hng. Cha k n vic mt trong cc i th ca
Highlands Coffee l Cafe Trung Nguyn li mnh v mng ny. Marketing Online c sc mnh
trong vic li ko khch hng mi, gi chn khch hng trung thnh, d , Highlands Coffee
cn ch n vic to ra mt cng ng online yu thch cafe, chia s v cafe,...
5. Con ngi
Trong m hnh kinh doanh dch v, yu t con ngi lun c coi trng, bi v, con ngi
l ngi trc tip cung cp dch v cho khch hng. Do , Highlands Coffee cn c chnh sch
tuyn chn, hun luyn, o thi, khen thng, x pht, phn chia cng vic r rng to ra
mt i ng lm vic chuyn nghip. Bn cnh , to mi trng lm vic ph hp vi gi tr
cng ty v truyn cm hng lm vic cho nhn vin h hiu v say m vi cng vic mnh
ang lm. Ch c thi say m cng vic, yu mn cng ty th h mi em li cht lng dch
v tt, n nh cho khch hng. Cn ch trng n vn truyn thng thng hiu ni b
mi ngi cng hiu, cng gp sc xy dng cng ty.
6. Quy trnh
Hin ti, Highlands Coffee xy dng cho mnh mt quy trnh phc v chun, chuyn
nghip theo nh v hin ti ca cng ty. iu quan trng by gi l p dng quy trnh ny mt
cch chun nht, lun lun quan st, rt kinh nghim, x l nhanh chng cc tnh hung pht
sinh v ci tin quy trnh. Nn hc hi cc quy trnh phc v ca phng Ty nng cao cht
lng dch v.
7. Khng gian v hnh thc
Hin ti, Highlands Coffee c hai khng gian chnh l khng gian ngoi tri v khng gian
my lnh. Cch thit k hai khng gian ny c phn khc nhau v bn gh, lt nn, trang tr,...
ph hp vi tng v tr, khng gian ring bit. iu ny, gip Highlands Coffee.