Assignment-2-486-GROUP 3-GBC0903

ASSIGNMENT 2 FRONT SHEET
Qualification BTEC Level 4 HND Diploma in Business
Unit number and

Unit 2. Marketing Essentials
title
Submission date 31/12/2021 Date Received 1st submission
Re-submission Date 7/1/2022 Date Received 2nd submission
Student names & codes Final scores Signatures
1. Tran Trong Quy – GBC200108 Tran Trong Quy
2. Nguyen Thi Tuong Duy – GBC200085 Nguyen Thi Tuong Duy

Group number:
3. Nguyen Thao Duy – GBC200232 Nguyen Thao Duy
4. Tran Minh Anh – GBC200048 Tran Minh Anh
Class GBC0903 Assessor name Vo Hong Phuong
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism. I understand that making a false
declaration is a form of malpractice.
P3 P4 M3 M4 D2
OBSERVATION RECORD
Student 1 Tran Trong Quy
Description of activity undertaken
- Contribute ideas
- Final edit
- Incharge of Marketing Campaign Objectives and Issues
- Making slides
- Presentation
Assessment & grading criteria
How the activity meets the requirements of the criteria
Student
Tran Trong Quy Date: 31/12/2021
signature:
Assessor
Date:
signature:
Assessor
name:
Student 2 Nguyen Thi Tuong Duy
- Contribute ideas
- In charge of Situation Analysis
- In charge of Marketing Strategy
Student
Nguyen Thi Tuong Duy Date: 31/12/2021
signature:
Assessor
Date:
signature:
Assessor
name:
Student 3 Nguyen Thao Duy
- Contribute ideas
- In charge of Action Program
- In charge of Control
- Presentation
Student
Nguyen Thao Duy Date: 31/12/2021
signature:
Assessor
Date:
signature:
Assessor
name:
Student 4 Tran Minh Anh
- Contribute ideas
- In charge of Excutive Summary
- Introduction
- Conclution
- Presentation
Student
Tran Minh Anh Date: 31/12/2021
signature:
Assessor
Date:
signature:
Assessor
name:
Student 5
Student
Date:
signature:
Assessor
Date:
signature:
Assessor
name:
 Summative Feedback:  Resubmission Feedback:
Grade: Assessor Signature: Date:
Internal Verifier’s Comments:
Signature & Date:

Assignment Brief (RQF)

Higher National Certificate/Diploma in Business
Tran Trong Quy – GBC200108
Student Name/ID Nguyen Thi Tuong Duy – GBC200085
Number: Nguyen Thao Duy – GBC200232
Tran Minh Anh – GBC200048
Unit Number and Title: Unit 2 - Marketing Essentials
Academic Year: 2021-2022
Unit Assessor: Vo Hong Phuong
Assignment 2 - Marketing Plan with the application of

Assignment Title:
Marketing Mix
Issue Date:
Submission Date: 31/12/2021
Internal Verifier Name:
Date:
Submission Format:
This is a group project. Each group has no more than 5 members.
This should be written in a course, formal business style using Arial, 1.5 lines spacing
and font size 12 with Justify Text to enhance the legibility for markers. You are
required to make use of headings, paragraphs and subsections as appropriate, and all
work must be supported with research and referenced using the Harvard referencing
system.
Please also provide a bibliography using the Harvard referencing system. The
recommended word limit is 7,000 words, although you will not be penalized for
exceeding the total work limit.
You are also required to deliver a 30-minute group presentation. Each member will be
assessed individually during this presentation.
Unit Learning Outcomes:
LO2 Compare ways in which organisations use elements of the marketing mix (7Ps) to
achieve overall business objectives
LO3 Develop and evaluate a basic marketing plan
Prepared by: Higher Education Qualifications (HEQ) Approved by: HEQ, QDAM (HE)
Version 2.0 – September 2020
DCL 1 – Public (Unclassified)
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Assignment Brief and Guidance:

Your team is the marketing team of organisation X, which is operating in F&B (Food
and Beverage) industry in Vietnam (Choose a specific organisation to task with). Your
team is assigned to develop a detailed, tactical marketing plan for one product/service
of the firm. You will conduct research in order to review your new product/service in a
rivalry with many competitors in various ways. Based on the study, provide a tactical
Marketing mix strategy for your new product/service.
You are allowed to choose any product/service of any organisation that you wish to
carry out the task with. You might choose to develop a Marketing Plan for an existing
product/service or even create a new product/service. Creativity is highly appreciated.
The content of your marketing plan should include:

1/ Executive Summary:
Introduce your chosen organisation and product/service. An overview of the
marketing plan.
2/ Situation Analysis:
2.1. Marketing Environment and the impact on Business Activities
2.2. Marketplace Information (Industry research and Market trend)
2.3. Competition Analysis with the comparison in which way different
organisations apply Marketing Mix in their strategy. (Core competitor’s Marketing
Mix)
2.4. Customer Analysis (Customer Segmentation and Consumer trend)
2.5. Company’s internal capabilities (SWOT analysis and Competitive
advantages)
3/ Marketing Campaign Objectives and Issues
3.1. Objectives: The objectives should follow SMART objectives criteria.
3.2. Issues: It could be key issues that might prevent the organisation in
achieving its marketing objectives or the current issues of the company or from
the market that your Marketing plan needs to overcome.
4/ Marketing Strategy
4.1. Segmentation, targeting, positioning (including a positioning map) and
differentiation strategies of your company.
4.2. Suggest new Marketing Mix using 7Ps with an evaluation of different
strategies applied by your organisation.
5/ Action Program (Tasks, timeline and person in charge)
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6/ Budget (Your anticipated operational costs)

7/ Control (KPI of each milestone)
However, these parts could be changed due to your team preferences as long as the
content is clear, detailing, logical, and coherent.
Relevant theory/concepts should be explained as the foundation for any suggestions
you make in the marketing plan.
Learning Outcomes and Assessment Criteria:

Learning Outcome Pass Merit Distinction
LO2 Compare ways P3 Compare the M3 Evaluate LO2 & 3
in which ways in which different tactics D2 Design a
organisations use different applied by strategic marketing
elements of the organisations apply organisations to plan that tactically
marketing mix (7Ps) the marketing mix to demonstrate how applies the use of
to achieve overall the marketing business objectives the 7Ps to achieve
business objectives planning process to can be achieved. overall marketing
achieve business objectives.
objectives.
LO3 Develop and P4 Produce and M4 Produce a

evaluate a basic evaluate detailed, coherent
marketing plan a basic marketing evidence-based
plan for marketing plan for
an organisation. an organisation.
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Table of Contents
Executive Summary ................................................................................................12
1.INTRODUCTION....................................................................................................12
2.SITUATION ANALYSIS .........................................................................................13
2.1 Marketing Environment and the impact on Business Activities ............................................... 13
2.1.1 Micro-environment ........................................................................................................... 13
2.1.2 Macro-environment .......................................................................................................... 15
2.2 Marketplace Information ......................................................................................................... 16
2.2.1 Industry research ............................................................................................................. 16
2.2.2 Market trend ..................................................................................................................... 16
2.3 Competition Analysis with the comparison in which way different organization apply Marketing
Mix in their strategy ...................................................................................................................... 16
2.4 Customer Analysis .................................................................................................................. 17
2.4.1 Customer Segmentation .................................................................................................. 17
2.4.2 Consumer trend ............................................................................................................... 17
2.5 Company’s internal capabilities .............................................................................................. 18
2.5.1 SWOT analysis ................................................................................................................ 18
2.5.2 Competitive advantages................................................................................................... 20
3. MARKETING CAMPAIGN ....................................................................................20
3.1 Objectives ............................................................................................................................... 20
3.2 Difficult Problems .................................................................................................................... 20
4. MARKETING STRATEGY ....................................................................................21
4.1 Segmentation, targeting, positioning ...................................................................................... 21
4.2 Highlands coffee 7Ps strategy ................................................................................................ 23
5. ACTION PROGRAM AND BUDGET ....................................................................25
5.1. Advertising on TV .................................................................................................................. 26
5.2. Advertising on social media ................................................................................................... 26
5.3. Discounts and promotions ..................................................................................................... 27
5.4. Other cost .............................................................................................................................. 28
6. CONTROL ............................................................................................................28
7.CONCLUSION .......................................................................................................29
References...............................................................................................................30
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Executive Summary
This report will analyse the environment of Highlands coffee, a brand of Viet Thai International Joint
Stock Company (VTI) and founded by David Thai to become a leading retailer in Vietnam. As one of
the parts to experience the modern lifestyle and realize the company's potential, opportunities, and
weaknesses to come up with the right strategy to help the company sell in the best way. The marketing
department will clarify the internal environment and analyse the external competitive environment to
come up with an appropriate marketing strategy. The marketing department will clarify the internal
environment and analyse the external competitive environment to come up with an appropriate
marketing strategy. This report includes 6 main sections that describe the characteristics and
properties of different topics. Each part has content and details of a clear marketing plan.
1.INTRODUCTION
Highlands Coffee is a chain of coffee and fast food stores in Vietnam, founded by David Thai in 1999.
Highlands Coffee has the vision to become the most loved coffee and tea brand in Vietnam and is
proud to share it with the world. As of August 2019, Highlands Coffee is the coffee chain with the
largest number of coffee shops in Vietnam with more than 300 shops spread across 24 provinces.
Constantly setting foot in new lands across the country, Highlands Coffee also brings Vietnamese
values to the world with a chain of 50 coffee shops around the world (Highlands, 2021). According to
statistics in 2018, Vietnam has 540,000 restaurants, large and small, of which 430,000 are roadside
shops. Even the 5 largest coffee chains in Vietnam account for only 15.3% of the market share; In
which, Highlands Coffee is the leading coffee chain with 7.2%.
This report will present the marketing plan of Highlands Coffee in Ca Mau in May 2022. The report
consists of 7 parts. In the first part, we give a brief introduction about the company, and its new
product. The second part will analyse the situation. In the fourth part, we will improve the marketing
strategy for Highland Coffee products and analyse based on Highlands Coffee's 7Ps marketing mix
strategy. The next section will introduce the program with activities to widely promote Highland Coffee
products to consumers and the expected operating costs of the activities in the program.
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2.SITUATION ANALYSIS
2.1 Marketing Environment and the impact on Business Activities
2.1.1 Micro-environment
The micro-environment, which all actors and forces outside marketing that affect marketing
management's capacity to create and maintain effective connections with target customers make up
a company's marketing environment. The microenvironment has six factors that include the company,
supplier, marketing intermediaries, customers, competitors, and public.
The company
The marketing division must consider the divisions of the firm while developing marketing strategies.
Research and development (R&D), purchasing, operations, finance, production, and so on. (Kotler,
n.d.) The interior environment is made up of all of these interconnected groups. To create higher
customer value and relationships, all groups should work together.
According to a survey by Lao Dong newspaper, as of July 2021, this coffee chain has about 437
stores across the country. Data from Lao Dong shows that this chain's 2019 revenue reached VND
2,199 billion, then decreased slightly to VND 2,139 billion in 2020. In 2017, Highlands Coffee's profit
after tax was VND 99.75 billion, in 2019 when the company was at its peak of revenue with VND
2,199 billion, the profit figure was only VND 55 billion. Highlands Coffee in 2019 plunged by nearly
45% compared to 2018 due to the sharp increase in selling and administrative expenses, at 47% and
38% respectively. By 2020, the profits of some chains will be improved significantly good. Highlands
Coffee's profit increased by 45%, reaching VND 80 billion. (Cafebiz, 2021)
Suppliers
Suppliers provide the company with input resources including materials, components, factory
personnel, and other inventory needed to complete production processes. (Kotler, n.d.) With the
complicated situation of the Covid-19 pandemic, it is difficult for suppliers to supply enough materials
for Highlands to serve customers due to transportation difficulties. In addition, Highlands also faces
difficulties in closing a series of stores due to the Prime Minister's travel restriction order to prevent
the Covid-19 pandemic. It seriously affects the sales of Highland coffee.
Marketing intermediaries
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Marketing intermediates are agents, merchants, distributors, wholesalers, and others who work in a
company's supply chain, stocking and delivering products from their point of origin to their final
destination. (Kotler, n.d.).In a year when the COVID-19 pandemic disrupted the economy, a negative
impact on the business results of the F&B industry was inevitable. Highlands Coffee has over 300
stores. In 2020, Highlands Coffee will continue to hold its position as the largest coffee chain in
Vietnam, with the distance from the other group not much changed. Total revenue reached nearly
2,140 billion VND, only decreased slightly. In 2019, 2020 Highlands Coffee profits increased by 45%
and 119%, respectively. (Cafebiz, 2021).
Customers
How successfully an organization satisfies the requirements and wants of its customers in a way that
is both profitable for the company and beneficial to the customer determines its success. To please
customers, a business must first determine what they expect from its products and services. It is
important to note that no company can survive for long without customers. (Kotler, n.d.) It is also the
factor that Highland coffee cares about. We will analyse this aspect in more detail in section 2.4 of
the report.
Competitors
The company's survival is dependent on competition. Competitors are similar-product-selling

enterprises in the same industry. It's vital to note that the type and degree of competition has a
considerable impact on the goods and services offered by the company. (Kotler, n.d.) We will conduct
an analysis of Highland’s coffee competitors in section 2.3 of the report.
Public
A group of people who have a real or potential interest in a company's product or who can impact the
organization's ability to achieve its purpose is referred to as the public. (Kotler, n.d.) As an audience
can support or oppose Highland coffee's efforts in brand promotion, Highland coffee is constantly
interested in activities to promote brand reputation. In recent years, Highland has carried out many
activities to promote the products. Despite being heavily by Covid-19 and Decree 100, Highland
coffee continues to focus on the research and development of new products to meet the diverse
needs of consumers, thereby enhancing loyalty brands in the domestic market. These are the
essential things that Highlands coffee needs to continue to do to maintain and gain more market share
in the Vietnamese market.
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2.1.2 Macro-environment
The macro-environment has an impact on the company's overall performance. Demographic forces,
economic forces, sociocultural environment, technological forces, environmental forces, and political
forces are all part of the microenvironment. (Claessens, 2015) We'll look at each component and
discuss how it affects the Highlands Coffee business.
Demographic forces
Demographic forces relate to people. Size, density, age, gender, occupation, and other statistics are
included. In general, their needs are the driving force for the development of enterprises. (Claessens,
2015) By the end of 2020, the population of Ca Mau is estimated at 1,194 million people. Besides,
the proportion of people of working age from 15 to 64 years old accounts for 50% aside from the
young market, consumer income metropolitan areas has expanded dramatically in recent years.
These are regarded as positive traits for Highland coffee to improve product quality and expand the
Vietnamese market. (gso.gov, 2021) Ca Mau is a market with a lot of room for growth for Highlands
coffee. Highlands Coffee has been able to learn what people want in a business thanks to
demographic research. Furthermore, using demographics is a step in determining whether the quality
of a company's products and services matches or exceeds client expectations.
Economic forces
Economic forces are the factors that influence consumer purchasing power and spending patterns.
(Claessens, 2015) In the nine months of 2021, the Covid-19 epidemic negatively affected the
Vietnamese economy. In particular, the epidemic that has lasted from July until now in the Southeast
provinces, the Mekong River Delta. (gso.gov, 2021) For Ca Mau revenue of hotels, restaurants, and
tourism support services in July 2021 was estimated at 231.29 billion VND, down 34.00% over the
previous month, down 49.20% over the same period last year. Accumulated 7 months of 2021 is
estimated at 3,459.04 billion VND, down 0.71% over the same period. (mpi.gov, 2021)
Social-Cultural forces
The elements that impact society's basic values, tastes, and behaviour are known as socio-cultural
forces. (Claessens, 2015) These variables are based on the idea that people are shaped by the
society and cultural group in which they live. Highlands coffee captures the morning coffee habits of
Vietnamese customers, Highlands's coffee self-catering style and comfort have been a great
advantage. Highlands coffee with many years of experience has changed its service style to better
suit customers and convenience when adding breakfast items in the nationwide coffee chain.
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2.2 Marketplace Information
2.2.1 Industry research
Highlands Coffee is the coffee chain with the largest number of coffee shops in Vietnam with more
than 300 shops spread across 24 provinces. Constantly setting foot in new lands across the country,
Highlands Coffee also brings Vietnamese values to the world with a chain of 50 coffee shops around
the world (HighlandsCoffee, 2019).
2.2.2 Market trend
Highlands's main customers are usually people between the ages of 18 and 64 and especially
students and office workers, a cup of coffee and a sandwich is quick and convenient for those who
don't. have time. More suitable for people traveling in groups because Highlands has programs that
apply to customers when buying combos.
2.3 Competition Analysis with the comparison in which way different organization apply
Marketing Mix in their strategy
Every business company has many competitors. However, there will be strong opponents and weak
opponents. To dominate the market, the company must use creative intelligence and talented human
resources. In the current context, the F&B industry in general and Highlands coffee, in particular, is
competing fiercely with many other coffee brands are massively on the market like The Coffee House,
Starbuck, and so on.
Competitor Strengths Weaknesses
Trung Nguyen Legend Cafe Large space The menu is not perfect
( Ca Mau ) Reasonable price Drinks are not too special
Dedicated service Few ads
Coffee familiar to consumers
Anni Coffee ( Ca Mau ) Reasonable price Few ads
Diverse menu Only focus on young

customer segment
Many promotions
Modern spacious space
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2.4 Customer Analysis
2.4.1 Customer Segmentation
The technique of splitting a company's customers into groups based on shared criteria is known as
customer segmentation. Customer segmentation is used to determine how to interact with customers
in each category to maximize each customer's value to the business. (Optimove, n.d.)
Therefore, since its establishment, Highlands coffee has been interested in customer segments so
that it can create suitable product lines as well as have suitable marketing strategies for each
segment. The segment that Highlands coffee wants to target is all members of working age (18-64
years old). As a result, the company has continuously worked on changing its various services and
products to expand its market, running right out of the fierce competition from its rivals. Highlands is
perhaps the most successful chain of coffee shops in Vietnam, now. The change of Highlands' menu
is not only a change in taste, but a change in brand positioning. After the presence of Jollibee,
Highlands coffee chain has had a drastic change. The positioning associated with high-class brand
association for businessmen, former intellectuals of Highlands Coffee has been "popularized", in
order to serve a wider range of customers. Highlands customers also witnessed the chain's change
in service form, from "served" to "self-service". If it's on a small scale, it's not obvious, but this change
helps to reduce the operating costs of the whole chain with nearly 200 stores significantly. In addition
to the above changes, a plus point that Highlands still maintains is "Prime location". “This change
aims to make Highlands an ideal place for relaxation and modern customers at a reasonable price.
The store is designed to convey traditional Vietnamese cultural values: that is community cohesion
and friendliness”, explained Mr. David Thai, General Director of VTI Company. The customers that
the product wants to target are students and office workers with a good average income or more.
(Lương, 2021) These contents show the potential development of customers in the Ca Mau area,
reasonable prices and simple, suitable for people here.
2.4.2 Consumer trend
Vietnam is a country that loves coffee. We can see Vietnamese people drinking coffee anywhere,
from luxury restaurants to sidewalk plastic chairs. Also from here, there are hundreds of Vietnamese
coffee brands appearing as well as world-famous brands choosing Vietnam as a development
destination. Understanding this point, Highlands coffee has launched product lines to meet all
customer needs and tailored services. With the launch of pure Vietnamese coffees and a service style
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suitable for Vietnamese people, the price makes customers who are using the product satisfied but
still affirms receiving their financial support.
2.5 Company’s internal capabilities
2.5.1 SWOT analysis
STRENGTHS WEAKNESSES
Highlands coffee is located in a beautiful No innovation in-store decoration

location Not enough promotion to customers
Highlands coffee officially launches new
mobile app
Highlands coffee launches regularly new

product line
OPPORTUNITIES THREATS
Abundant foreign investment Competitive price
Large and potential markets
Opponents are slow, weak
STRENGTHS
Highlands coffee is located in a beautiful location: Highlands coffee have many beautiful locations
that usually located at centre of city or famous shopping malls, which are all crowded areas. Based
on the brand positioning of the Highlands, the locations of the stores are concentrated in the city
centre, commercial centre, crowned residential area near the office. The location of Highland coffee
shops is very noticeable and easy to impress passers-by. The convenient location of the shop is one
of the key factors for the service business in general and the Highlands coffee in particular.
Highlands coffee officially launches new mobile app: Highlands coffee also has a flexible shipper
service with app delivery now, if the number of package is less, Highlands coffee will limit the ship
service within 1km but if ordered in large quantities will agree to expand the scope of shipment.
Besides, one of other success of Highland is combines with the international and traditional flavor to
bring satisfaction for many customers.
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Highlands coffee launches regularly new product line: The most recent time they have launched
the Highlands Phindi red tea with a new flavour and it is well received by customers. Thus, after more
than 15 years of development, Highlands have the amount of large loyal customers, who often choose
Highlands are places to relax, work, study. These strengths have promoted Highlands rank to belong
to the top 2 high-end coffee chains with a large market share in Vietnam.
WEAKNESSES
No innovation in-store decoration: For young people who always like innovation, creativity.
However, Highlands coffee shops are similar in the format of decoration. When customers want to
enjoy another theme space, despite they come to a different location of Highland, it still has a similar
theme. In addition, Highland has been developing in Vietnam for a long time, therefore their spaces
do not have a breakthrough in decoration when compared with competitors.
Not enough promotion to customers: They almost do not focus promote campaigns. The promotion
programs still are not diversified enough to attract customers. Promotion and sale programs have not
attracted customers and promoted the brand value. In addition to these weaknesses, Highlands
coffee also makes it easy for many new customers to misunderstand their product segment.
OPPORTUNITIES
Abundant foreign investment: Trading in Food & Beverage chains, especially coffee chains, has
experienced a lot of fluctuations. The development of this market has quickly attracted foreign capital
and domestic investors which offers exceptional opportunities for the industry. In fact, in 2012, Viet
Thai International (VTI) sold 49% of Vietnam's business division and 60% of its Hong Kong business
division to Jollibee Group, for $25 million. In addition, Highlands Coffee is also loaned $35 million by
Jollibee. Expected amount VTI will use to invest in the future. The deal has helped the coffee chain
get more capital to carry out the aggressive expansion, especially in recent years. Jollibee Foods
Corp. and their partner, Viet Thai International, are also planning to list Superfoods, a unit that
manages the Highlands coffee chain on the stock exchange of Vietnam in 2019. This shows that F&B
chain businesses have a lot of growth potential. When listed stocks are released to the public,
businesses will also have stronger access to customers. (Rich, 2019)
Large and potential markets: Drinking coffee has long been a habit of Vietnamese people. Most of
the 18-35 year-olds feel that frequent coffee breaks are a habit in their lifestyle. Catching up on this
trend, Highlands coffee has quickly developed a market for coffee-related beverages. Moreover, the
per capita income of Vietnam is increasing. This means that the quality of the river day is enhanced
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and people are ready to spend large sums of money to enjoy good food and drinks. From there,
opening up a potential market for Highlands coffee to develop and diversify its products to attract
more customers.
Opponents are slow, weak: Competition is a great opportunity for businesses to make a difference
to the brand. While the F & B industry in Vietnam is booming, many of the imported coffee brands
have made competition in the beverage industry increasingly severe. So many brands of coffee have
to accept to withdraw which are Gloria Jean`s Coffees, NYDC - New York Dessert Café. However,
the fierce competition and the withdrawal of some of these brands is the opportunity for highlands to
affirm its position and brand in the coffee market in Vietnam.
THREAT
Competitive price: Highlands coffee brand has competition on price. That a growing number of
emerging coffee brands have decreased their prices to lower prices to attract more customers is
concern for Highlands because of its price which is assessed rather high in some opinions.
2.5.2 Competitive advantages
The competitive advantage that Highlands coffee brings compared to other coffee shops in the Ca
Mau market is the existing brand name, the growth of Highlands coffee nationwide. Besides,
Highlands coffee has many conveniences for office workers because there are both takeaway
breakfast and coffee.
3. MARKETING CAMPAIGN
3.1 Objectives
Highlands Coffee's marketing objective is to open a branch in Ca Mau in April 2022 at Vincom Ca
Mau. It is expected that by 2025, the capital will be recovered for enterprises.
3.2 Difficult Problems
Although Highlands has been present in Vietnam for a long time, it still does not have a branch in Ca
Mau province. Therefore, Highlands Coffee Ca Mau has to compete with many competitors such as
Trung Nguyen Coffee, Anni Coffee, traditional coffee take away coffee, and so on. Besides, due to
the influence of the Covid-19 epidemic, it is difficult for the coffee industry to stabilize in a short time.
Due to directives 15, 16 of the government to suspend entertainment activities, the coffee industry is
less consumed than before. When opening in Ca Mau, Highlands needs to develop in parallel
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between selling on the spot and selling to take away. For on-site sales, the difficulty Highlands needs
to face is attracting customers, ensuring product quality, and providing the best service. For take
away, the main challenges in taking away are facilitating fast delivery as Highlands products are
coffee, Freeze, tea, etc. perishable products and reducing shipping costs.
4. MARKETING STRATEGY
4.1 Segmentation, targeting, positioning
Segmentation
Highlands Coffee caters to a middle-class customer base in urban locations. Highlands Coffee's high-
quality products and services are the driving force behind purchases. Highlands Coffee's atmosphere
will also meet a wide range of client needs. Highlands Coffee could be a good place for businessmen
to connect and work, as well as couples, friends, and family to get together and enjoy a good cup of
coffee or tea. Consumption of Highlands Coffee Products:
• Vietnamese young people
• Office workers
They are a group of people who are imaginative, active, and dynamic, looking for a pleasant location
at a reasonable price.
Target market
Highlands coffee’s target customers have been serving are the middle class, the office staff, and the
active young generation because drinking coffee here with the prestigious coffee brand helps them
confirm their status in society. Highlands Coffee also focuses on establishing a welcoming and
engaging environment for consumers to drink coffee daily. As a result, this is an ideal location for
office workers who seek a quiet, less opulent setting in which to meet up with friends and have coffee
and Western-style pastries. Highlands is also targeting a consumer group of young enterprises who
have studied overseas and are accustomed to European-American styles, such as enjoying coffee in
a fashionable restaurant, which reflects the style of the location they used to live. Another factor is
that Highlands Coffee's target customers are foreigners who live and work in Vietnam.
Expectations form during the pre-purchase stage of service and have a significant impact on customer
satisfaction ratings. Highlands Coffee is consistently regarded as a high-quality coffee shop. As a
result, clients who choose Highlands frequently have a preconceived notion of the coffee shop.
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Highlands has also done a fantastic job with marketing messaging. Highlands is known to customers
through word of mouth, periodicals, and television. Because of the high level of service, it helps to
create a highly positive image in the minds of clients. All of these factors combine to raise customer
expectations of Highlands' service quality. They anticipate obtaining nice drinks and a quiet spot to
rest or converse with their friends when they visit this coffee shop. The higher their expectations, the
more unsatisfied they will be if Highlands fails to meet them. As a result, Highlands Coffee faces the
difficult task of inconsistently pleasing customers.
Positioning strategy
Clearly drawing up the positioning strategy at the very first stage of developing a business project
plays a critical role in enhancing the business success. The positioning strategy focus on the two
important questions: which place the firm is currently on the customers’ mind and which place they
want to hold on the market.
According to our survey, compared to competitors in the Ca Mau market, Highlands coffee has
superior product quality compared to competitors, and the prices that Highlands has targeted so far
are middle-class customers. suitable for almost all classes in society.
With Trung Nguyen Legend (Ca Mau): Trung Nguyen is a relatively famous brand that most people
who like to drink coffee know. The quality of coffee that the brand brings is reasonably good, but with
such a high price, it does not satisfy customers' expectations. Especially, the price is too high
compared to the coffee market in Ca Mau. Here is difficult to attract customers.
With Anni Coffee (Ca Mau): Anni coffee has a variety of drinks but is not focused on the quality of the
product, which does not attract customers through their drinks. But mainly through the space of the
shop because the customers that this shop wants to target are young customers who come to the
shop to check in and take pictures. So the quality of the product is not paid much attention and the
price is also affordable, suitable for students.
This table is determined by the content of the group that I have researched and researched. Since
there was no specific rating, the team relied on the website to come up with a rating scale.
Price (1-5) Quality of product
Trung Nguyen Legend 5 3
(CM)
(Legend, n.d.)
Anni Coffee (CM ) 3 2
(Coffee, n.d.)
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The Positioning Map

Price
Trung
Nguyên
Legend
Highlands
Anni Cofee
Coffee
Quality of product
4.2 Highlands coffee 7Ps strategy
Product
Regarding the product development strategy of Highlands, it can be seen that this brand divides the
menu into 2 distinct parts: Drinks and food. It can be seen that Highlands' beverage line is divided
into 3 types of Cafe, Tea, Freeze.
We can easily see that 3 key products representing each group are always favoured by this brand,
and appear in most advertising campaigns. Simply because these 3 products account for revenue.
The largest product of Highlands, becoming the 3 products that bring the success of Highlands up to
this point. Moreover, the appearance of these 3 products gives consumers more alternatives.
Highlands also launched packaged products such as canned coffee or roasted coffee, making it
accessible to customers far away.
Price
23
Drinks and food prices at Highlands coffee will remain the same as those at other Highlands coffee
shops. This is a very reasonable price for target customers who are middle-class people with stable
income, this is an acceptable price.
On the other hand, for a big brand like Highlands, the cost to make a cup of coffee is not only input
materials but also many other costs such as premises, promotional activities, and so on.
Place
The chain of stores of this brand is located in the most prime locations in the city centre, making it
easy for everyone to access. Moreover, with the expansion strategy through franchising, the brand
can reduce the cost to open an exclusive store, on the other hand, it also has a stable source of
income from franchise fees. Not only selling directly at the store, but Highlands also brings its
packaged products to supermarkets or convenience stores. At the same time, the company also
cooperates with food delivery units such as Shopee Food, Baemin, GoFood, Grab, and so on to help
customers place orders at home without going to the store. Especially in the context that the Covid-
19 pandemic is still breaking out and there is a potential risk of infection, it is also a solution to help
Highlands sell goods during the epidemic season.
Promotion
Promotion is a necessary business activity to keep pace with the consumer market. One of
Highlands's popular product or campaign promotion channels cannot fail to mention a social
networking platform like Facebook with more than 1.1 million followers. As a big brand, Highlands
does not appear to be an outsider in promotions. Prominent programs can be mentioned such as buy
3 get 1 free, savings combos, and free upsize. Or 10% off total bill for the first 100 customers and a
special gift for the 99th customer who buys at the store on opening day.
People
Highlands Coffee's staff is rated as always friendly to customers and serving in the best condition.
Along with that, the staff is also selected and trained through a rigorous process of Highlands coffee.
To become an employee at this coffee chain, whether it is a part-time or full-time position or any
position, one must meet high requirements for working style as well as service style to be able to work
bring the best quality to customers. In addition, Highlands also regularly recruits young, dynamic, and
enthusiastic staff to help customers always feel new when entering the store.
Physical Evidence
24
Highlands is always in the top brands investing in space rental as well as store decoration. Most of
the stores are divided into two types: indoor and outdoor.
The indoor space is luxurious and cosy, which is suitable for customers who prefer privacy and quiet.
At the same time, soft music is also a suitable choice for this space. In contrast, the outdoor space
gives a feeling of closeness to nature, suitable for those who like dynamism and bustle.
Highlands' logo is also eye-catching with two main colours, red and brown, representing a sunny and
windy highland coffee growing area. And this hill is surrounded by the words "Highlands Coffee" in an
oval symbol for coffee beans. If brown is the colour of the earth, the oval is the shape of a coffee
bean, then the white text on a red background shows the sophistication and enthusiasm for the spirit
of Vietnamese coffee.
Not only that but the Vietnamese spirit is also reflected in the yellow decorative lights made from
bamboo and rattan, creating a familiar and cosy feeling for customers when entering the store. In
modern commercial centre such as Vincom, Parkson, Highlands Coffee shop becomes even more
prominent with wooden floors, different from the rest of the stores next door.
Process
For Highlands Coffee Ca Mau, helpfulness, and timeliness are important, it makes doing business
easier. Making sure a business has a good process in place also saves time and money, and
improves its efficiency and service standards. The processes at Highlands are very simple to help
customers save time and facilitate purchases. When coming to Highlands Coffee Ca Mau, right after
ordering, customers just wait a minute and take the drink, Highlands also added many payment
methods other than cash such as cards, or e-wallets to help customers have more choices as well as
optimize the payment process.
5. ACTION PROGRAM AND BUDGET
No Activity Time Department Expected cost Supervisor

in charge
1 Advertising on TV 12 month Marketing 70,000,000 PPC

Department VND
2 Advertising on 12 month Marketing 100,000,000 PPC

social media Department VND
25
3 Discounts and -01/04/2022 – Sale 30,000,000 Sale

promotions 15/05/2022 Department VND manager
-26/08/2022 –
10/09/2022
4 Other costs 20,000,000

VND
Total 220,000,000
VND
5.1. Advertising on TV
Because of the Covid-19 pandemic, most individuals are currently spending the majority of their time
indoors, and watching TV is the first choice for home entertainment. Highlands Coffee saw this
circumstance and proceeded to advertise their goods on television. For the current environment, this
is one of the most appropriate kinds of promotion. Because of this because the product's demand and
target clients are so diverse, the corporation chose to launch it prominent television networks such as
VTV, HTV, SCTV, and others. These are television stations that it is convenient for promoting
products such as since it always attracts the most followers and views. Consumers are served
Highlands coffee. The marketing department will be in charge of this duty. Under the supervision of
the Director of Marketing for a period of twelve months, from Q4 2021 to Q3 2022. Because television
advertising is the most popular and effective kind of marketing, it accounts for the majority of the
estimated costs in the campaign to sell the new product Highlands coffee. More precisely, most
individuals are limited to going out due to the Covid-19 pandemic's influence, and viewing TV is
considered a source of entertainment at home. Given this situation, marketers have prioritized
spending the majority of the estimated cost of the Highlands coffee product promotion strategy on
television advertising, with an annual budget of 70,000,000 VND. Inviting a well-known character to
be a brand ambassador and shoot advertising costs 35,000,000 VND. In addition, the cost of
designing the commercial scene and employing the camera crew is approximately 15,000,000 VND.
The remaining funds will be used to pay for broadcasters' advertising.
5.2. Advertising on social media
Besides advertising on TV, Highlands Coffee has also chosen to market the new product through
social media. The company's decision to advertise on social networking platforms is now seen as a
26
wise one. Everyone is restricted from going out due to the impact of the Covid-19 pandemic. As a
result, individuals watch TV or use their smartphones to pass the time. Because the majority of people
nowadays utilize social media, advertising new products on social media platforms will be quite
beneficial. Highlands coffee advertisements on social media don't have to be long; they may be as
short as 10-15 seconds on prominent sites like Facebook, Youtube, Instagram, and others. These
are social networks that are popular among young people and people of all ages. As a result, the
corporation will be able to promote the new product more broadly and promptly. The process will be
completed on popular social networking sites from the fourth quarter of 2021 to the third quarter of
2022. The duty will also be handled by the marketing department, which will be overseen by the Vice
Director of Marketing. Highlands Coffee's marketing group chose social media advertising because it
is a method that is steadily gaining popularity and is well suited to the current shape of the company.
Because of the Covid-19 pandemic, practically everyone, particularly the younger age, spends more
time on social media sites like Facebook, Youtube, Instagram, and other similar sites. As a result, the
anticipated cost of this action, which is 100,000,000 VND, is relatively expensive. Marketers will spend
50,000,000 VND to invite celebrities to be brand ambassadors and film four 15-second promotional
clips, as follows. Aside from that, designing the advertisement background, preparing the props, and
hiring the camera crew costs around 30,000,000 VND. The remaining funds will be used to advertise
on famous social media platforms like Facebook, Youtube, and Instagram, among others.
5.3. Discounts and promotions
Product discounts and gift giving will be offered while purchasing products. The second and third
quarters of 2022 will be completed. Three holidays will be observed in the second quarter of 2022.
Commemoration of the Hung Kings. The day the South was fully liberated was April 10th (April 30).
From the beginning of April to the middle of May, we will provide a 15% DISCOUNT to everybody
who uses the service. Highlands coffee will be available in the third quarter of 2022. When you
purchase the above item, you will receive a 20% discount National Day is a national holiday
(September 2). From August 26 until September 10, the program will run for 15 days. These two
initiatives will be handled by the sales department, which will be overseen by the Business Manager.
The total budget for these two programs is anticipated to be 30,000,000 VND. After that, we'll spend
70% of the entire expenditure on the show in Q2 2022, and the remaining 30% on the program in the
third quarter of 2022.
27
5.4. Other cost
In addition to the money spent on the three events listed above, we also spent roughly 20,000,000
VND on other jobs. To begin, we will print posters and billboards promoting Highlands coffee goods
at supermarkets and shopping malls. Additionally, that money is used to print signs and adverts
featuring Highlands coffee goods on buildings. Furthermore, a portion of the budget will be allocated
to psychological methods such as bait, scarcity, and FOMO.
6. CONTROL
For the marketing strategy to be effective, we must closely control the marketing plan in order to grasp
the circumstances and make timely adjustments for it to be effective. When developing a marketing
strategy for Highlands coffee, we will use three different approaches. Control over marketing, control
over operations controlling the situation strategically.
Number Campaign Content Amount (People)

order
1 The Green Highlands coffee launches a All consumers

Arms campaign to promote various
Campaign types of marketing and marketing
products for all branches
2 Social Media Advertise on internet sites 1.161.518
3 Promotion Promotions for consumers during All consumers

the Covid-19 pandemic.
Discount 10% on opening day First 100

customers
The Green Arms Campaign: Highlands launches its Green Arms campaign to encourage customers
to bring a drink or personal jug many times when order in the Highlands coffee district provides free
access to all traditional coffee, tea, and freeze products.
Social Media: Highlands coffee set up a Facebook page and a website that advertises widely on
media sites, and now Highlands coffee Facebook page has than 1.161.518 registered users.
28
Promotion: Highlands Coffee has developed a number of consumer campaigns in response to the
Covid-19 outbreak, all of which feature high-quality products. Promotional items are open to all
citizens.
7.CONCLUSION
Vietnam has the potential to grow as a service market. We assessed and critically viewed our
strengths, prospects, and obstacles after bringing the service to market. We've been working on a
marketing strategy to bring Highlands coffee to the Ca Mau market since then. We intend to enhance
Highlands coffee sales with this technique. Profits following a difficult period due to Covid-19's impact,
as well as client satisfaction surveys when using the service. At the same time, the goal of this plan
is to ensure the future of Highlands coffee in order to preserve its position in comparison to
competitors.
29
References
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https://www.bms.lk/download/HND/MMarketing/Sylvester/week%201/THE%20MARKETING%20EN
VIRONMENT.pdf > [Accessed 28 December 2021].
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[online] Cafebiz.vn. Available at: < https://cafebiz.vn/chuoi-ca-phe-lon-nhat-viet-nam-highlands-
coffee-dang-kinh-doanh-ra-sao-20211129150307436.chn > [Accessed 28 December 2021].
A, Đ., 2021. Chuỗi cà phê trong năm COVID: Lợi nhuận Highlands và Phúc Long bất ngờ tăng trưởng
mạnh trong khi The Coffee House, Trung Nguyên thêm phần lỗ. [online] Cafebiz.vn. Available at: <
https://cafebiz.vn/chuoi-ca-phe-trong-nam-covid-loi-nhuan-highlands-va-phuc-long-bat-ngo-tang-
truong-manh-trong-khi-the-coffee-house-trung-nguyen-them-phan-lo-20210711111142373.chn >
[Accessed 28 December 2021].
Claessens, M., 2015. The Macro Environment - Six Forces (DESTEP). [online] Marketing-Insider.
Available at: < https://marketing-insider.eu/macro-environment/ > [Accessed 28 December 2021].
Gso.gov.vn. 2021. [online] Available at: < https://www.gso.gov.vn/wp-content/uploads/2021/05/Nien-

giam-TC-2021.pdf?fbclid=IwAR2gjDF6Hdrp3x-ggtI3P7uJE7x00tKeNrg3nntbOGV-
EooXs9Odjz1AJ3Y > [Accessed 28 December 2021].
General Statistics Office of Vietnam. 2021. Tác động của dịch Covid-19 đến tăng trưởng các khu vực
kinh tế quý III năm 2021. [online] Available at: < https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-
ke/2021/10/tac-dong-cua-dich-covid-19-den-tang-truong-cac-khu-vuc-kinh-te-quy-iii-nam-2021/ >
[Accessed 28 December 2021].
Mpi.gov.vn. 2021. Cổng thông tin điện tử Bộ Kế hoạch và Đầu tư. [online] Available at: <
https://www.mpi.gov.vn/Pages/tinbai.aspx?idTin=50991&idcm=467 > [Accessed 28 December
2021].
Optimove. 2021. Customer Segmentation: Definition, Models | Optimove. [online] Available at: <
https://www.optimove.com/resources/learning-center/customer-segmentation > [Accessed 28
December 2021].
Highlandscoffee.com.vn. 2019. HIGHLANDS COFFEE: 20 NĂM – GẮN KẾT NIỀM TỰ HÀO ĐẤT
VIỆT. [online] Available at: < https://www.highlandscoffee.com.vn/vn/highlands-coffee-20-nam-gan-
ket-niem-tu-hao-dat-viet.html > [Accessed 28 December 2021].
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Hạnh, L., 2021. Cuộc "lột xác" của Highlands và chiến lược "bình dân hóa". [online] MarketingAI.
Available at: < https://marketingai.vn/highlands-chien-luoc-binh-dan-hoa/ > [Accessed 28 December
2021].
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31

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ASSIGNMENT 2 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and

Submission date 31/12/2021 Date Received 1st submission

Re-submission Date 7/1/2022 Date Received 2nd submission

Student names & codes Final scores Signatures

1. Tran Trong Quy – GBC200108 Tran Trong Quy

2. Nguyen Thi Tuong Duy – GBC200085 Nguyen Thi Tuong Duy

4. Tran Minh Anh – GBC200048 Tran Minh Anh

Class GBC0903 Assessor name Vo Hong Phuong

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Description of activity undertaken

Assessment & grading criteria

How the activity meets the requirements of the criteria

Grade: Assessor Signature: Date:

Internal Verifier’s Comments:

Signature & Date:

Assignment Brief (RQF)

Unit Number and Title: Unit 2 - Marketing Essentials

Academic Year: 2021-2022

Unit Assessor: Vo Hong Phuong

Assignment 2 - Marketing Plan with the application of

Submission Date: 31/12/2021

Internal Verifier Name:

Assignment Brief and Guidance:

The content of your marketing plan should include:

6/ Budget (Your anticipated operational costs)

Learning Outcomes and Assessment Criteria:

LO3 Develop and P4 Produce and M4 Produce a

2.1 Marketing Environment and the impact on Business Activities

The company's survival is dependent on competition. Competitors are similar-product-selling

2.2 Marketplace Information

2.2.1 Industry research

2.2.2 Market trend

Competitor Strengths Weaknesses

Dedicated service Few ads

Coffee familiar to consumers

Anni Coffee ( Ca Mau ) Reasonable price Few ads

Diverse menu Only focus on young

Modern spacious space

2.4 Customer Analysis

2.4.1 Customer Segmentation

2.4.2 Consumer trend

2.5 Company’s internal capabilities

2.5.1 SWOT analysis

Highlands coffee is located in a beautiful No innovation in-store decoration

Highlands coffee launches regularly new

Abundant foreign investment Competitive price

Large and potential markets

Opponents are slow, weak

2.5.2 Competitive advantages

3.2 Difficult Problems