MINISTRY OF EDUCATION AND

TRAINING HOA SEN UNIVERSITY

SCIENCE OF ECONOMICS &
MANAGEMENT

FINAL REPORT SERVICE MARKETING

Course title: Service Marketing
Instructor’s Name: Tran Thi Thu Hien
Semester: 21.1A (2021 - 2022)

Members of team:

No. Student’s Full Name Student ID

1 Huỳnh Ngọc Lan Anh 2180428

2 Lê Minh Châu 2184257

3 Tống Thuỳ Dương 2180850

 Plagiarism Declaration
“We affirm that this assignment is our own work. We acknowledge that copying
someone else’s assignment, or part of it, is wrong, and that submitting identical work
to others constitutes a form of plagiarism. We are totally aware that any acts of
academic dishonesty will result in a grade of zero for the task at hand and/or
immediate failure of the course, depending on the seriousness of the fraud.”

No. Student’s Full Name Student ID Signed

1 Huỳnh Ngọc Lan Anh 2180428

2 Lê Minh Châu 2184257

3 Tống Thuỳ Dương 2180850

Date: 18/01/2021.

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1. Mở Bài
The COVID-19 pandemic in Vietnam has reached its fourth wave, due in part to the
tremendous efforts of the entire system. The situation is quietly becoming more stable and
under control. The food and beverage (F&B) industry is the most strongly impacted by the
outbreak, according to the Government's social distancing decree. Fortunately, as the
epidemic is gradually controlled, this is one of the industries that is recovering the fastest.
Because of consumers' limited psychology, when the distance is too far, as well as the
economic recovery.
Compared to the previous year, sales at the Phuc Long coffee & tea have dropped sharply.
This necessitates that the company find a way to adapt well to the new situation when it
comes out of lockdown.
As a result, the leadership of our team compiled the report below, which summarizes
possible ideas for creating a safe service environment that satisfies the customer while also
renewing the service business when the Covid-19 epidemic is less risky.

2. Thân Bài
2.1. Business Overview

Phuc Long company was founded in 1957 in Bao Loc, Lam Dong, which is regarded as a
famous tea area in Vietnam. With traditional experience passed down from production to
business, the company has grown steadily. The first factory in Ho Chi Minh City was
developed and put into operation in the mid-1970s. Phuc Long's products are widely
available in most markets and supermarkets nationwide. With a team of up to hundreds of
experienced professionals who share the same enthusiasm for tea and coffee, human
resources are also growing. Recently, Phuc Long is investing in building more factories
with standard equipment to meet the needs of domestic and international manufacturing.

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 Figure 1:The graph below summarizes Phuc Long's operational milestones.

If Phuc Long's stores were just a place to sell and present products a few years ago, the
company seems to have changed its approach to customers lately, and has started to market
the brand with the Phuc Long coffee chain, as well as a new brand design and appearance
in the best places in the city. This not only promotes the growth of a trend for young
people, but it also makes the older companies that currently dominate the market fearful.

Figure 2: Opening new stores

More than 50 years of activity in the field of cultivation and production of tea and coffee
products. Phuc Long regenerated and rose to prominence by entering the F&B market with
modern stores selling trendy drinks to young people. Currently, Phuc Long has 82 stores
nationwide.
In Phuc Long, the menu of this system chain is extremely impressive. The shop not only
offers delicious coffees, teas, milk teas, but also juices and cakes. The selection of drinks
of this brand is unusually extensive and diverse. Drinks cost between 30,000 vnd and
70,000 vnd. In terms of quality, this drink will definitely satisfy customers.

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 Figure 3: Phuc Long's products

Each business has its own consumer segment and Phuc Long caters to a wider range
of people, including commuters, tourists, and students. By charging an affordable
price for the majority of people, Phuc Long can swiftly bring its brand in front of all
consumers.
In the same marketplace, Phuc Long's competitors include Highland Coffee,
Starbucks, The Coffee Bean & Tea Leaf, and others. In this competitive F&B
market, Phuc Long's 20% stake with Masan in May 2021, as well as the
collaboration in building a Phuc Long kiosk model in the VinMart+ mini-
supermarket system, is a strategy that will bring many advantages in Phuc Long in
the future.

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3. Kết Luận
Tính đến thời điểm hiện tại các chuỗi cửa hang bán lẻ FPT Shop cũng như
chuỗi nhà thuốc Long Châu được phân phối một cách rộng rãi, đáp ứng nhu cầu
khách của khách hàng mục tiêu của doanh nghiệp. Mặc dù doanh thu t ăng ho ặc
giảm của hai chuỗi cửa hàng hay do ảnh hưởng của COVID 19 thì độ nh ận di ện
của hai chuỗi cửa hàng vẫn phổ biến trên thị tr ường. Và FPT Shop và Thế Giới
Di Động đều tập trung vào sản phẩm bổ tr ợ và c ụ th ể, quan tr ọng nh ất là s ản
phẩm bổ trợ tăng mức độ cạnh tranh cao.

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4. Tài Liệu Tham Khảo

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