Members of group:

1. Hoàng Hải Anh - 18071008

2. Nguyễn Bình Dương - 18071063
3. Nguyễn Hải Yến - 18071274
4. Lý Thị Hương - 18071114
5. Nguyễn Lan Anh - 18071024

Coffee brand:

1. Highlands Coffee

Highlands coffee distribute channel direct at the store. Highlands coffee usually
can be found around big street or historical sites like: Hanoi Flag tower, Hanoi
opera house … or around big shopping mall like Vincom Ba Trieu, Bitexco , Sai Gon
center , Ham Ca Map …. And under many buildings (Brands Vietnam, 2018).
Highlands coffee want to reach officer, tourist …so they put their store at those
places. At Highlands Coffee, the staff always try to make you feel welcome, when the
customer walk in, staff will smile and open the door, always gentle and respect the
customer in order to give the best service. Staff at Highlands coffee will be
trained in 3 days about coffee and specific skills for specific position. The quality of
drink is not really good : too much ice,….-has wide range of products such as coffee,
tea, cake, cookies,…. The price is from 30,000-60.000 vnd.

2. Starbucks

Starbucks set their place in high-traffic, high-visibility locations near a variety of

settings, including downtown and suburban retail centers, office buildings, university
campuses, and in select rural and off-highway locations across the world. Tap into
customers convince factor, they décor luxury space, suitable with the target customer:
high income, officer. Starbucks engaged in the mobile digital platform and the
“Starbucks Digital Network”, giving customers the benefit on free Wi – Fi access and
Starbucks Apps to access on their smart phone. Customer now feel more connected
with a friendlier service, the chain have also started adding names to their customer
drinks to offer a more personalized service and better customer experience.Their

Less Expensive
Menu is more diversified and innovated products. But Starbucks coffee does not
suitable for Vietnamese’s taste. Because Starbucks made coffee from Robusta seeds,
while Vietnamese are familiar with coffee made from Arabica seeds. The price is from
50,000 VND to 100,000 VND.

3. The Coffee House

At The Coffee House, staff always try their best to make you feel like home and
serve with smile, and very thoughtful. The Coffee House focuses on training
friendly, enthusiastic staff, always willing to chat, share with customers. Their
distribution channels are: direct at the store and indirect through The Coffee
house application on smartphone. The coffee house can be found at many big cities,
location fits with target customer. The Coffee house store are easy to find,
center facade where have eye catching street view like: Hai Ba Trung , Ba Trieu
, Tran Dai Nghia street. And They always prepare parking space for customer. TCF
has a lot of popular drinks such as: Ice blended drink, Fruit smoothies and juice,.. The
Coffee House starts with ordinary plastic paper cups, which are common to all
products Most recently, a large plastic lid, heart cap, suitable for customer use
Macchiato product. Finally The price is from 30,000 vnd – 60,000 vnd.

4. Cong Coffee

Cong Coffee build professional service style. Although the shop is built in a
subsidized style, the staff are trained to serve in a professional way. The menu is an
old-fashioned notebook, but when you order, the employee will use the smart phone.
Fast-quick, fast and professional, but professional everyone will love. Cong have
diverse menu with a variety of drinks for young people to choose from. Most of the
drinks here are very appetizing with customers. They located in a central location,
extremely crowded easy to find the spaces are built like Vietnam 70s, nostalgia.

Less Expensive
 Highlands Starbucks The Coffee Cong Coffee
Coffee House

Food and 7/10 6/10 7/10 8/10

bevarage
quality

Setting 8/10 9/10 8/10 8/10

quality

Service 6/10 9/10 7/10 7/10

quality

Price 6/10 6/10 7/10 8/10

Expensive
Highland coffee

Starbuck

Cong Coffee

High Service The Coffee house Moderate Service

Less Expensive