Strength:

+ Founded in 1968, up to now, Phuc Long has spent more than 50 years of
establishment and development, strong brand image in the tea and coffee industry
account for 13% of the market for beverage in the Ho Chi Minh
+ With a wide distribution system and having more than 30 retail stores in big
cities,Phuc Long's current stores in Saigon and other big cities are located in prime
locations,most of them are located in the big road, the most central district of big
cities helps Phuc Long attract many customers.
+ With the franchise system in Vietnam, Phuc Long quickly expanded its distribution
system throughout the big cities.
+ The menu is quite diverse, with traditional tea & coffee and ice-blended drinks like
other foreign brands. Besides, Phuc Long sells all kinds of milk tea and other products
such as moon cake, breakfast foods to serve many different needs and many different
customers.
+ Because owning a private tea source in Thai Nguyen & Bao Loc, the raw material
supply for Phuc Long's operation chain is always ensured both in quantity and quality.
+ Phuc Long has successfully applied is Cost leadership strategy The  prices of Phuc
long’s product are appropriate and reasonable for customer
 
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+Rarely contact to media to heighten brand, product comparing to highland coffee
+ The quality of service is uneven between branches in the same system, at some
branches, customer service is not good as well as the quality of drinks varies between
branches.
+ Phuc Long has not focused on developing marketing activities. Although Phuc
Long has been more interested in implementing marketing activities recently, these
activities are not new and there have been many other coffee shops doing it before.
+ Phuc Long hasn’t had any store in Ha Noi yet
+No parking area compareing to (napoli coffee)
+Limited indoor seat in most of the stores, the distance between seats are short 

Opportunities:
+ Vietnam has a stable and less volatile economy.
+ Vietnam joined WTO, creating opportunities for Phuc Long to expand import and
export markets through other countries.
+ The market for tea and coffee in Vietnam has the potential for development and
expansion. Potential customers and demand for large tea and coffee markets.
+ Increasing per capita income leading to increased demand
 
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+Because the tea and coffee market is growing, there are many domestic(Trung
Nguyen, The Coffee House, Highlands Coffee), and foreignenterprises entering the
market, so Phuc Long faces high competition (Starbucks, The Coffee Bean)
+ The government has many changes in tax policy. Since 2019, the Ministry of
Financehas just completed a draft law on proposing the application of special
consumption taxon sweetened drinks (including tea and coffee) (Vietnambiz.vn,
2018), so if it is approved by the government, and Phuc Long's business and operation
will be significantly affected.
+ Export markets face many risks; psychology of domestic customers likes to use
foreigngoods