Hoàng Hải-HaiHSB60481

Class: SB0766

Carpe Diem
I.Introduction
Marketing is the way that every company use to bring their brand
name to be close with costumers, marketing help the business know
what the costumer need and wants to set the plan, strategy to serve
them and get the profit in the best way. So to understand the marketing
clearly, I choose a coffee shop of my brother to analyze it.
Carpe Diem is a coffee shop which was established in 2012 by a young
architect. At the beginning, the building would not a coffee shop in
future, the owner of building wanted the architects designed and built for
him a building which could become an office, bakery, coffee … And the
architects recognized that he could use it to create a new coffee shop in
376A Vo Van Tan, district 3, HCMC,
II.Product
My brother is an architect with young age, therefore he didn’t have
anything experience in business. The time when he decorated the
building, he just thought “Coffee shop is the type of business’s model,
and I can earn money easily by doing this”. Without the marketing
service, he claimed that the place of building was ok and a coffee shop
never hadn’t had customers. He continued decorating to complete the
product as soon as possible. He paid a lot of cost for the place,
decorating, lighting, water, labor and the license. When he prepared
everything completely and already opened it, he still didn’t have the
license for business and it took him more 3 months to have it. He lost a
big money for long time and wanted his company in working soon.
Moreover, the waiters and waitresses are student in high school and
want to have a part-time job, while the architect didn’t have the employer
so they accepted them. The waiters and waitresses are younger, so they
wear some colorful, inappropriate clothes and make the customer feel
they were in the normal coffee for working to lower class. The architect
got a lot of complaining from customers and he try to design a uniform
for employer. So we can see, in the beginning day, he just paid and paid
for the cost but not earn the revenue that is the second mistake for
product. In addition, the third his big mistakes is that he didn’t know what
the target market for the coffee shop, or maybe they had chose it already
but didn’t know how to serve them and catch their value. But, his goods
were diverse, so he had to paid money and time to refer the others
coffee shop and use the production line width, it includes cocktail,
coffee, juice

A product is seen as an item that satisfies what a consumer needs or

wants. It is a tangible good or an intangible service. Every product is
subject to a life-cycle, and Carpe Diem product is also, it’s in the
introduction stage time, sales growth slowly, no profit and maybe lost,
high promotion expense.

III.Price
After having mistake and fixing it, he changed his target market to the
middle class by setting the lower price to attract customer, example the
coffee is 29.000 VNĐ, coffee with milk is 36.000 VNĐ, and customer feel
better. But for the cost he paid to buy the good quality coffee and the
cost for everything he decorated and built, his cost was still higher, to
catch the break-point this was a long time and couldn’t know what risk
will happened, and he cannot rises the price, it will reduce the amount of
guess when his brand name wasn’t still popular. So he use the product
line pricing to set the different price on each beverage, by this way, he
give to costumer the value from the different taste, feature of products.
IV.Place
The place refers to providing the product at a place which is convenient
for consumers to access. Place is synonymous with distribution which is
the most important factor which effect the destiny of company, he chose
the building he built and make it to be coffee shop, the location of this
shop is in Vo Van Tan street, so this is his strength, but during the
building completing, the next house was small, but after his coffee shop
completed, the next house was higher, so it obscured his shop, when we
drive in the way from district one to district three in Vo Van Tan, we can’t
see where his shop is. In addition, his shop is in conner, and before his
shop is the big poles, so it difficult for his shop to can attract people who
drive in this street. So the building he chose is the wrong market
channel, the decorating of shop is for middle to upper, but the
employer’s behaviors and price are for working to middle, so that make
the conflict. So the strategy of place is not clear and wrong in making
decision. In addition, the employers in shop are not professional so they
cannot support the customer service well and that is one of many reason
why target market of shop have a change. . Moreover, In the external
environment, the owner of the building didn’t operated with the architect,
he just think he invest to the coffee shop and wait for money come to
him, so this a big obstacle for the architect in business. Not stop at this
time, the owner not only don’t care anything about the store, but also
move the problem into worse. In difficult time of the store, he stop
investing and supporting, quit the company and leave his friend alone.
Furthermore, his staff - waiter and waitress usually violate the discipline,
for example, when the architect consider and tell them about their
mistake, they don’t understand and try to make the problem be worse
and worse, they put in the coffee lemon and salt to much. Luckily, one
friend of the architect join in and help a lot, he improve the performance
of employers, arrange them logically to create the best value for
customers.

V.Promotion
To attract more and more customer, the host of
shop tries to give many promotions. In the first
time, he uses the personal communication
based on his relationship to invite his friend, the
relatives come to the Opening day, during those
months, he invites friends and family
alternatively. And throughout it, his brand name
is more popular in the relatives by buzz
marketing, day by day the number of costumer is
positive. Non-stop at this, he reduce for the
relative fifteen percent for each time they come
to restaurant. It leads to more and more
customers from the relationship come to and
have the constant number of customer. Especially, he reduces the price
of the lunch for the business man or woman from 10:00 A.M. to 1:00
P.M.. With this strategy he begin getting a revenue.

VI.Recommend
I am a student of FU in finance, I am trying to learn and research more
from lesson and real word, and for me, the marketing strategy in Viet
Nam is not diversity and good quality enough to support the business
and makeup the brand name of a product. In the above situation, the
architect is the freshman in business so before he join in business, he
should learn more and more or ask their friend to get the experience,
and during the time the shop preparing to open, he ought to choose the
market target clearly to define what way the shop would follow, and do
the marketing service to know some information about the local, needs
and want of customer, demographic in this location to serve customer in
the best way. By side, he has to choose the appropriate employers and
train them to make sure the value we give from customer.

VII.Reference
http://asaha.com/ebook/zNTc4MzE-/Philip-Kotler-Principles-Of-
Marketing.pdf
http://en.wikipedia.org/wiki/Marketing_mix
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