MINISTRY OF FINANCE

UNIVERSITY OF FINANCE – MARKETING

FACULTY MARKETING
----------

MARKETING MANAGEMENT
2111702006010
FINAL EXAM ASIGNMENT

TOPIC

MARKETING PLAN: BOOST A NEW LINE OF

HEALTHY CAKES AND SNACKS INTO THE
COFFEE HOUSE

Ho Chi Minh City, 2021

 MINISTRY OF FINANCE
UNIVERSITY OF FINANCE – MARKETING
FACULTY MARKETING
----------

MARKETING MANAGEMENT
2111702006010
FINAL EXAM ASIGNMENT
TOPIC
MARKETING PLAN: BOOST A NEW LINE OF
HEALTHY CAKES AND SNACKS INTO THE COFFEE
HOUSE
STUDENT:
Phạm Lê Ngọc Minh – 2021008474
Phạm Thị Cẩm Tú- 2021008582
Mai Thị Anh Thư – 2021006020
Class: CLC-20DMA10

Hồ Chí Minh City, 2021

 TABLE OF CONTENT
CHAPTER 1 EXECUTIVE SUMMARY ....................................................................... 1

CHAPTER 2 SITUATION ANALYSIS ......................................................................... 3

2.1 MARKET SUMMARY ............................................................................................. 3

2.1.1 Market demographic ....................................................................................... 3

2.1.2 Market needs ................................................................................................... 4

2.1.3 Market trends .................................................................................................. 4

2.1.4 Market growth ................................................................................................. 5

2.2 MACRO ENVIRONMENT ...................................................................................... 6

2.2.1 Social environment ......................................................................................... 6

2.2.2 Technology environment ................................................................................ 6

2.2.3 Population environment .................................................................................. 6

2.2.4 Economic environment ................................................................................... 7

2.3 CURRENT MARKET SITUATION ........................................................................ 7

2.4 SWOT ANALYSIS ................................................................................................... 9

2.5 COMPETITOR ........................................................................................................ 11

2.6 CRITICAL ISSUE ................................................................................................... 14

2.7 FIVE FORCE MODE .............................................................................................. 15

2.7.1 Threats of intense segment rivalry ................................................................ 15

2.7.2 The threat of new entrants ............................................................................. 15

2.7.3 The threat of substitute products ................................................................... 16

2.7.4 Threats of buyer’s growing bargaining power .............................................. 16

 2.7.5 Threats of supplier’s growing bargaining power .......................................... 16

CHAPTER 3 MARKETING STRATEGY................................................................... 17

3.1 OBJECTIVES .......................................................................................................... 17

3.2 STP........................................................................................................................... 17

3.2.1 Segmentation ................................................................................................. 17

3.2.2 Target Market ................................................................................................ 19

3.2.3 Positioning .................................................................................................... 20

3.3 MARKETING MIX STRATEGY ........................................................................... 20

3.3.1 Product .......................................................................................................... 21

3.3.1.1 Overview SWEET HEALTHY WITH THE COFFEE ...................... 21

3.3.1.2 Product innovation strategy ............................................................. 23

3.3.2 Price............................................................................................................... 24

3.3.3 Place .............................................................................................................. 24

3.3.3.1 Purpose ............................................................................................. 24

3.3.3.2 Objective ........................................................................................... 25

3.3.3.3 Parter Cooperation........................................................................... 25

3.3.4 Promotion ...................................................................................................... 26

3.3.5. Action plan ................................................................................................... 29

CHAPTER 4 FINANCIAL PROJECTIONS ............................................................... 33

CHAPTER 5 IMPLEMENTATION CONTROLS ..................................................... 35

5.1 IMPLEMENTATION.............................................................................................. 35

5.2 MARKETING ORGANIZATION .......................................................................... 35

 5.3 CONTINGENCY PLANNING ............................................................................... 36

REFERENCES ................................................................................................................ 38

APPENDICES ................................................................................................................. 40

PRODUCT FEATURES, QUALITY AND DESIGN OF SWEET HEALTHY WITH

THE COFFEE ................................................................................................................ 41

ESTIMATED PRICE OF THE PRODUCT OF THE SWEET HEALTHY WITH

THE COFFEE ................................................................................................................ 47

EXPENSE BUDGET IS THE BUDGET FOR PROMOTION ACTIVITIES OF THE

FIRST YEAR ................................................................................................................. 48

MARKETING ORGANIZATION ................................................................................ 50

THE TABLE ASSESSING THE COMPLETION OF THE JOB................................. 51

 TABLE OF GRAPHS, TABLES

Table 2.1 SWOT analysis of “Sweet Healthy With The Coffee” .................................... 10

Table 4.1 Expense budget is the budget for promotion activities of the first year........... 33

Table 4.2 Financial paper includes expected sales, profit, cost ....................................... 33
 TABLE OF PICTURE

Picture 2.1 Revenue from the online food delivery market in Vietnam and Southeast
Asian countries .................................................................................................................... 5

Picture 2.2 The Coffee House's revenue and net profit over the years ............................. 9

Picture 2.3 Healthy living motivation of Vietnamese consumers .................................. 11

Picture 2.4 Typical Coffee chain brand in Vietnam market ............................................ 12

Picture 2.5 Food products with healthy ingredients of Starbucks ................................... 13

Picture 2.6 Highland's healthy food products .................................................................. 14

Picture 3.1 Positioning map of The Coffee House and rivals .......................................... 20

Picture 3.2 Product packaging of SWEET HEALTHY WITH THE COFFEE............... 22

Picture 3.3 Halloween cookies line .................................................................................. 23

Picture 3.4 Christmas muffins line ................................................................................... 24

Picture 3.5 Distribution channel....................................................................................... 25

Picture 3.6 Gifts for the minigame ................................................................................... 28

Picture 3.7 Action plan of SWEET HEALTHY WITH THE COFFEE .......................... 30

Picture 3.8 Additional accessories for employees on Christmas holidays ...................... 31

Picture 3.9 Christmas photo booth ................................................................................... 32

 CHAPTER 1 EXECUTIVE SUMMARY

The Coffee House is a famous coffee and restaurant chain in Vietnam, established
in August 2014. After just 1 year of opening the first shop, this chain has 11 more
shops in Ho Chi Minh City. Up to now, the coffee brand has expanded and is present in
6 major cities in the country, namely Ho Chi Minh City, Hanoi, Da Nang, Bien Hoa,
Hai Phong, Vung Tau. The coffee house has over 100 retail chains across Vietnam,
stretching from North to South. Although "belated birth", the growth rate of the brand
is very fast and even exceeds the well-known long-standing brands in Vietnam.The
Coffee House is an example of the success of Vietnamese startups in the coffee chain
market. The Coffee House is a testament to the success of Vietnamese startups in the
coffee chain market.

The Coffee House is a brand that carries the message of "home" in Vietnam. With
a meaning of creating coffee enjoyment experiences for young people through drinks,
services, design all creating closeness, mounted like a roof. Each store of The Coffee
has its own design, but still follows an existing concept to create a local space, creating
closeness and connection with customers. The café house was born not only as a place
to serve drinks to clients, but also as a place to gather and meet friends. It is the ideal
place for couples to work and study, creating a space for customers to rest and relax
after tiring working and studying days. The brand always wants to provide its clients
with the most practical value.

Currently, in retail chains The Coffee House menu has over 40 kinds of drinks
and 10 kinds of cakes and snacks. The beverage products are very popular with
customers and must be mentioned such as: milk coffee, peach orange lemongrass tea,
white pearl milk tea, macchiato black tea with 3 different sizes S, M, L. This is
convenient, making it easy for customers to choose the right product for their needs.
On the other hand, cakes and snacks have not received a great deal of attention and
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consumption from customers because they are not really creative and remarkable.
Some guests feel that cakes and snacks at The Coffee House are industrial, common
and can easily be found in many other places.

Besides the trend of the past few years, it can be seen that famous people or
influential people such as Chau Bui, Tang Thanh Ha, Toc Tien,... Capture the
perspectives and attention of the online community. In social media, discussions about
improving life are lively, in which "healthy living" is the trend that is most interesting.
YouNet Media researched over 600,000 discussions on the topic of "healthy living" in
the third quarter of 2019. Seeing the importance of this trend that can be applied to The
Coffee House's food products, our team decided to choose the topic Boost a new line
of healthy cakes and snacks into The Coffee House called Sweat Healthy With The
Coffee. The goal is to enhance customers' perspective The Coffee House food and
help increase sales to restore the economy after the Covid 19 pandemic.

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 CHAPTER 2 SITUATION ANALYSIS

2.1 MARKET SUMMARY

- The Coffee House puts customers, employees and community at the center of
every decision.
- An inspirational space, friendly staff and good product quality but at affordable
prices for the majority
- Brand loyalty: Medium
Target Markets
 Recreational
 F&B
 Healthy food
 Online delivery

2.1.1 Market demographic

Geographics

Ha Noi, Ho Chi Minh, Bien Hoa, Da Nang, Vung Tau. The Coffee House’s stores
are always located in easy-to-find, easy-to-park locations, central fronts of the districts,
which possess eye-catching street views.

Demographics

 Age 15-35
 Male/Female/Other
 Mostly Student, College students, Office worker
 Income: Middle class

Behavior factors

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  Customers who come for convenient and sustainable places. The Coffee
House’s space is designed to create the feeling of “home” as possible. The place to
connect people.
 People who need a place for meeting, communicating, sharing experiences in
space, drinking.
 Those who are available to pay for healthy products, environmentally friendly
products

2.1.2 Market needs

The Coffee House has chosen "quality of service" as its differentiator. However,
The Coffee House is still a coffee shop that mainly serves drinks, so the quality of
drinks and accompanying food is also very important. Therefore, enjoying a healthy
side dish with eco-friendly packaging in a healthy working space will help customers
feel that they are a responsible consumer and bring benefits and great experiences to
customers.. In addition, the cake needs to be easy to make and easy to transport so that
it can be sold through a delivery app for customers to enjoy at home because the Covid
epidemic has limited direct business.

2.1.3 Market trends

Health is still top of mind for everyone, especially after the COVID-19 pandemic.
People are increasingly interested in the growth of resistance and staying healthy.
According to Nielsen's report for the second quarter of 2019, the health factor has
exceeded employment stability to become the first concern of the Vietnamese people.
Nevertheless, stopping at the level of "care" without taking measures to take care and
protect our health will not help us improve our quality of life.

Although the need to experience the workspace is still very important, because of
the COVID-19 outbreak, this demand has been limited and reduced. People are
encouraged to only go out when there is a legitimate purpose and shops are required to

4
practice social distancing, thus limiting the number of people participating in face-to-
face business exchanges at the same time. But it is undeniable that the need to work in
a beautiful, calm and healthy space for people is still very high, particularly young
people. But in order to maximize revenue, the implementation of door-to-door delivery
is a necessity.

2.1.4 Market growth

The Vietnamese F&B market in 2020 and in the first quarter of 2021 is facing
great fluctuations and challenges. Looking at the broad picture of the food industry, in
2020, the spending level of Vietnamese people on food and non-alcoholic beverages is
31.5 billion USD, up 12.6% over the previous year. Due to the impact of the Covid
epidemic, this number is expected to increase by 6.6% in 2021 to 33.7 billion USD, but
then gradually recover to keep the annual growth rate above 10%, reaching more than
47 billion USD. USD in 2025 (according to Fitch Solution's forecast). This shows that
the coffee shop market has, is and will have great potential for development. Online
food and drink delivery service is also constantly growing

Picture 2.1 Revenue from the online food delivery market in Vietnam and
Southeast Asian countries

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 (Source:https://babuki.vn/tong-quan-thi-truong-nha-hang-cafe-viet-nam-2020-va-q1-2021/)

2.2 MACRO ENVIRONMENT

2.2.1 Social environment

With the advantage that the product is quite new in the market and has few
competitors, this is the driving force for businesses to develop new products in the best
way, achieve the desired goals and avoid many risks. The Coffee House believes that
when the new healthy cakes and snacks product "Sweet Healthy With The Coffee" is
launched, it will definitely gain the support of young people and especially customers
with a healthy lifestyle. The brand believes that customers always want to enjoy
delicious and healthy snacks right at their cafe.

2.2.2 Technology environment

The key to success to create delicious, nutritious cakes is thanks to advanced

baking technologies. Thanks to the modern production line, the cakes are born with the
same size, shape, taste, etc., and the cakes are also guaranteed to be clean during the
production process. The application of technology helps the production of cakes
become faster, thereby, timely responding to customers' needs and avoiding the
situation where the supply is not enough.

2.2.3 Population environment

The population size of our country is increasing year by year. According to the
statistics of the Vietnam Population Department, up to now, our country has more than
98 million people and the young population accounts for more than 45% of the
country's population. This is a potential market, bringing a lot of promise to develop
the company's new "Sweet Healthy With The Coffee" product line.

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 The economy is developing so that the income source and living standard of
Vietnamese people are also increasing from there.Vietnamese people always set the
"cheap" factor as a criterion for their shopping decisions when buying goods. But
nowadays, they accept to pay a high price to buy good, quality products and,
importantly, meet their needs.

2.2.4 Economic environment

In the past few years, especially in 2021, our country's economy has suffered
from heavy losses because of the outbreak of the Covid-19 pandemic spreading in
provinces from the North to the South, many localities have social distancing. for a
long time, especially in the key economic region of our country, Ho Chi Minh City. Ho
Chi Minh. Therefore, that affects the supply chain - processing - consuming products
of the industries.

According to statistics of the General Statistics Office of Vietnam, GDP in the

first nine months of 2021 is estimated to increase only 1.42% over the same period last
year. Unemployment and underemployment rates in the working age increased the
highest since the first quarter of 2020, overall, the unemployment rate in the first nine
months of 2021 was 2.67%. Vietnam's economy in 2021 will be reduced in many
different fields.

However, in the last months of 2021, the epidemic situation has improved, large
cities such as Ho Chi Minh City, Hanoi... have returned to a "new normal" life,
businesses have started to operate again and the economy is initially recovering after
the recent heavy losses. This is also a good point for The Coffee House to start
reopening chain stores in big cities with long-term lockdown and a good thing for new
product launches to bring into the market.

2.3 CURRENT MARKET SITUATION

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 The person behind this fast-growing chain of stores is CEO Nguyen Hai Ninh - a
former co-founder of Urban Station coffee chain and an ambitious and passionate
entrepreneur. With the desire to create for themselves a "personal coffee world" of their
own, less than 2 years since its launch, the brand has had more than 100 chain stores
spanning the country in major cities and has more than 40 stores in Hanoi and Ho Chi
Minh City. Despite its short life, The Coffee House has reached the 3rd position in the
coffee industry in Vietnam in terms of both revenue and profit. The brand has the goal
of owning twice the current chain of stores and wants to cover its chain of stores across
the country, further expanding its business into large and small cities and provinces.
However, The Coffee House has suffered a heavy loss since 2019 (81 billion).
Cause of loss: Haven't cooperated with online delivery platforms for a long time,
but now The Coffee House has deployed an online ordering app to serve customers.

8
 Picture 2.2 The Coffee House's revenue and net profit over the years

(Source:https://vietnamnet.vn/vn/kinh-doanh/thi-truong/the-coffee-house-doanh-thu-tang-nhung-lo-nang-
712934.html?fbclid=IwAR3kFWd91y1S_qMYWGjDjYS6QXJStjWQ40Lwp66Uu-wRXuK1h01d1AiFq6A)

2.4 SWOT ANALYSIS

Strengths Weaknesses

- Quality of drinks is guaranteed: The - Menu is not renewed and

Coffee House operates its own farm in improved often
Cau Dat to ensure the supply of clean, - On the common ground, the
delicious and best quality coffee beans, price is high and there are few
and an abundant supply of raw discount campaigns
materials. - No experience in healthy cake
- Have a source of potential customers and snack business
- The design of the restaurant space is - Financial difficulties after the
modern, warm and luxurious. Covid 19 epidemic

9
- Bring a good experience to customers
when enjoying coffee at the shop: wide
seats, strong wifi, attentive service.
- The staff is well trained to create a
friendly feeling.
- There is an app to order and pay.

Opportunities Threats

- The trend of "healthy lifestyle" is being - Complicated developments of

interested by target cútomers.
- Developing online sales
- The coffee house has its own app to
order..
- Young people tend to go to cafes often
- As one of the leading brands in
diversifying products for coffee shops.
- On the market, there is only 1 brand of
healthy food chain cafe.
the Covid-19 pandemic.
- Strong direct competitors that
have been involved in the
Healthy Food product business
before.
- More and more big and small
brands are entering the Healthy
Food business market, so there
are many alternative products.

Table 2.1 SWOT analysis of “Sweet Healthy With The Coffee”

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 Picture 2.3 Healthy living motivation of Vietnamese consumers

(Source:https://www.brandsvietnam.com/congdong/topic/20567-Healthy-mot-cach-trendy-Bat-kip-xu-
huong-song-lanh-manh-tren-Social-Media-Q3-x2F-2019-Ky-1)

2.5 COMPETITOR

Customer service is the difference between The Coffee House and other brands,
their marketing strategy focuses on customers who will stay with the brand the longest.
To find out what customers like, The Coffee House designed each table and chair
separately, they built for customers the habit of sitting at a cafe and considered it a
really comfortable space. As a Vietnamese brand, the layout and operation of The
Coffee House are different and modern, making them not inferior to Western franchise
brands. Starbucks, The Coffee Bean & Tea Leaf ... enter Vietnam at a high price
suitable for a decent income level or more. However, what if guests are still sitting in a
Western-style space but the prices of healthy drinks and food are moderate? The

11
market segment at that time was still open. And that is the opportunity for The Coffee
House to develop healthy food and snack product line in 2022

Picture 2.4 Typical Coffee chain brand in Vietnam market

Direct competition: The Coffee House's direct competitors come from coffee
chain brands in the same industry such as Trung Nguyen, Starbuck, Highland Coffee,
Phuc Long.... However, in the healthy food and snack segment, there are only
Starbucks and Highland.
 Starbuck
Cake Starbuck products are very diverse, including both sweet and savory cakes
Prices: 40-80 thousand VND
Regularly release new seasonal bakery products
Tables here are also appreciated for their quality
Cakes are made from healthy ingredients
But because of the high price of drinks, customers often do not choose cakes to
accompany them when buying with water

12
 Picture 2.5 Food products with healthy ingredients of Starbucks

(Source: Designed by author team)

 Highlands

Highlands' healthy bakery and snack products do not have too many categories
Price: 19-29 thousand VND
Cakes made from healthy ingredients in very small quantities
Few updates on new cakes
Healthy cakes are only sold on e-commerce channels, not in stores.
The quality of healthy cakes and snacks is not mentioned much

13
 Picture 2.6 Highland's healthy food products

(Source: Designed by author team)

Indirect competition: The Coffee House also has competitors in alternative

products, which are Smoothie bowl business brands such as Poke Sai Gon, Pora Pora,
Healthy Factory.... Besides, on the healthy food market, there are a variety of other
award-winning products rich in genres, designs, and tastes that are produced in the
form of households, sold online through e-commerce products such as Shopee, Tiki.
But with the feature that The Coffee House tends to enjoy coffee with healthy food,
snacks in a warm space will be less competitive with competitors in this market.
Key to success: Designing and manufacturing items that meet The Coffee House
market needs, as well as regularly updating trends and upgrading products, are the keys
to product success. Furthermore, The Coffee House must provide complete customer
satisfaction. If these success factors are met, the company will become profitably
successful and long-term.

2.6 CRITICAL ISSUE

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 The Coffee House, although not a newly established business and facing severe
competition in the coffee shop sector, has had and continues to have many challenges
in the past and present. The following are some of The Coffee House's critical issues:

 This brand strives to be "Customer Centeric," meaning that customers are

constantly at the center of all sales and optimization initiatives.
 Use customer insight to tackle the problem on a regular basis. "I have customer
A, what products can I sell to them?"
 To ensure income maximization, pursue regulated growth.

2.7 FIVE FORCE MODE

2.7.1 Threats of intense segment rivalry

The production of the new healthy cake and snack line by The Coffee House can
lead to the following two cases:
 Poor products, poor market consumption, few customers paying attention to
products because of some external reasons can cause revenue to decline.
 Popular healthy products attract too much attention, leading competitors to
change the form and quality of products, as well as more aggressive
advertising, causing the product to lag behind without an effective marketing
strategy. fruit.
 For each problem, The Coffee House needs to have its own specific backup
plans so that this new cake product can sell well in each chain store.

2.7.2 The threat of new entrants

In the healthy cake and snack market, there are countless brands that want to
enter and dominate this market and it will be very easy to have poor quality products.
However, to be able to survive firmly and for a long time, the new Healthy Cake and

15
Snack line needs to have a well-organized management and marketing plan, in order to
control and prevent risks.

2.7.3 The threat of substitute products

Increasingly developing life leads to people's needs also increasing, so that high-
class products are increasingly born and bring customers many essential values. Thus,
creating a threat to existing products on the market. In order to avoid obsolete products
and being replaced by new products, The Coffee House needs to continuously improve
its products, improve the quality of products and especially understand customers'
wishes to have the best meet the needs.

2.7.4 Threats of buyer’s growing bargaining power

Some signs that products in this segment are not attractive are the selling prices
are quite high compared to customers' expectations, buyers often offer lower prices and
complain about the price of the product. Because they feel the product is not attractive
enough, the quality is not worth the money they spend. Customers always have the
mentality of wanting to buy cheap but good quality products. This requires The Coffee
House to adjust the price or increase the product value.

2.7.5 Threats of supplier’s growing bargaining power

Products in the unattractive segment, the supplier feels that the product is low profit, so find a
reason to reduce the supply, do not invest much in packaging and product quality, will be able
to supply raw materials raw with cheaper price. This is a big challenge for healthy bakery &
snack products because the ingredients and product processing process are very complicated
and have to go through many stages. To ensure the health of consumers, there must be
marketing strategies that are essential to improve product quality as well as help products
become more attractive in the eyes of customers.

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 CHAPTER 3 MARKETING STRATEGY

3.1 OBJECTIVES

- The goal of developing new healthy cakes and snacks meets the current trend of
healthy living of customers.

- Looking for new potential customers, who tend to prioritize healthy food
choices.

- Increase customer loyalty with The Coffee House

- Through a marketing plan to gain market share from competitors 20%

- In the first 2 months, The Coffee House's goal of increasing the awareness of
healthy cake and snack products by 25% (evaluated by randomly surveying 500
customers) and increase by 5% every subsequent month

- Over 80% of The Coffee House's customers know and have used at least 1
product in the healthy cake and snack product line

- Building customer relationships: 75% of customers come back to use it for the
second time. Satisfaction rate is over 80% (survey of 100 loyal customers)

3.2 STP

3.2.1 Segmentation

a. Demographic segmentation

 Age: 18-35 years old - According to the subject of the topic "healthy living"
mentioned in the article "Healthy in a trendy way" - Catching up with the
trend of healthy living on Social Media in the third quarter of 2019 - Part 1

17
  Gender: All gender
 Stages in Family-life Cycle: Bachelor stage, Newly married couple, Full nest 1
 Generation: Millennials, Gen Z.
 Income: Average income is quite good - good.
 Occupation: students, undergraduates, office workers, commuters and more
 Social Class: middle class, upper middle, lower uppers.

b. Psychology segmentation

- Lifestyles: care about health, prefer to relax at the cafe store, comfortable when
experiencing the surrounding space, end to seek a comfortable space to be creative

- Easily adapt to changes in the environment, possess a creative mind,

c. Segmentation by buying behavior

- Occasions: When customers need another space for self-study, work, group
meetings, to meet partners, when free time, on holidays, dating.

- Benefits: The Coffee House will provide them with a cozy, relaxing space with
energy drinks that can boost their mood, healthy food to help them feel secure without
worrying about obesity or affecting their health. What's more, the price is not too
expensive when compared to foreign coffee chains that will satisfy them. Moreover,
these stores are great places for them to bond with others while working, chatting.

- User status: Regularly. Since most customers sit at The Coffee Shop for a long
time, they will run out of drinks, but they don't want to order another drink for the
second time, so the healthy cake and snack line will be the perfect choice in that time,
If that behavior becomes common with each customer, it will help increase a large
amount of sales for the store.

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 - Buyer-Readiness Stage: Unknown to the healthy cake and snack product line, if
the product line is mentioned a lot on social networks, they will be curious to buy it to
try. Besides during the first time of launch, the price of healthy food products
according to them is affordable, they will randomly choose to try when ordering drinks,
ready to buy in the next time if the taste doesn't disappoint.

d. Geographic Segmentation

- We differentiate countries by using 2 out of five income distribution models as

(4) low, middle, high income; and (5) mostly middle income. Consider the market for
The Coffee House's line of healthy pastries and snacks. The market will be very
potential in countries with income types 4 or 5. One of The Coffee House's biggest
markets is Vietnam. JCER's Mid-Term Economic Forecast Report, just released by
JCER, predicts that Vietnam may become a high average income by 2023, with a per
capita income of about 11,000 USD/year.

- Region: Northern and Southern Vietnam.

- Residential quarter: urban areas, hectic pace, downtown.

3.2.2 Target Market

The Coffee House is a coffee shop located in densely populated areas. The Coffee
House provides a beautiful, modern and quiet study and working space. It defines its
target market as students, undergraduates, employees with good or quite good financial
status, who want to find a productive workspace when not at school or at work. They
visit the shop and look for healthy food and drinks. Through social networks, The
Coffee House posts information about food and drink. In addition, in order to adapt to
the complicated situation of the Covid epidemic, an online delivery service has also
been implemented so that customers can enjoy The Coffee House's signature food and
drink in the working area at home.

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 3.2.3 Positioning

- Importance: What makes The Coffee House so important is not only the quality
of service and space, but also the continuous improvement of the quality and taste of
the accompanying food and drinks to bring a whole experience for customers.

- Breakthrough / Special: Different from competitors, The Coffee House

constantly collects customer opinions and exploits customer insight, then realizes that
health is their top concern and gives out products that serve that need.

- Founded by experienced and passionate management in the industry, The Coffee

House is able to develop food and beverage products that meet the ever-changing needs
of the market.

Picture 3.1 Positioning map of The Coffee House and rivals

(Source: Designed by author team)

3.3 MARKETING MIX STRATEGY

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 3.3.1 Product

Product name: SWEET HEALTHY WITH THE COFFEE

3.3.1.1 Overview SWEET HEALTHY WITH THE COFFEE

Product is divided into 4 types: cookies, muffins, granola bar and biscotti
a) Core product
Use value: Buyers want to be able to both meet the needs of eating at The Coffee
House and give them the feeling of not gaining weight, not harmful to health, quick
and convenient meals to supplement energy without having to fast to lose weight.
b) Customer benefits received
 Functional benefits:
Customer can snack but still keep fit
Good for health
Suitable for the diet, eat clean
Delicious taste similar to high-end cakes and snacks.
Better concentration, clearer mind.
Satisfy cravings for sweets
 Emotional benefits:
Customers feel like they love themselves
Feel yourself modern
Feel yourself catching up with the trend of healthy living with everyone
c) Value Added
 The staff will inform, advise and give suggestions to customers every time they
place an order.
 Allows customers to return and exchange if the product is defective.
d) Actual product
 Packaging: There is enough information about the product that corresponds to
the elements presented in the advertisement, there is information on how to preserve

21
the product, and the manufacturer's instructions for use. Quantities will be written on
the packaging by the staff depending on the customer's choice when ordering. The
packaging is constructed using paper to make it 100% biodegradable, further
enhancing its eco-friendly properties. It is combined for a granola bar with an edible
starch coating to enhance the protection of the granola during transportation and
delivery. Packaging will support recycling of useless waste and inspire customers to
actively contribute to the environment. Its purpose is constantly changing before,
during and after use - that's where circular economy meets sustainable design.

Picture 3.2 Product packaging of SWEET HEALTHY WITH THE COFFEE

(Source: Designed by author team)

 Brand mark: Keep The coffee house's trademark on each product package to
keep the identity with new customers while launching the product, giving them
peace of mind about the origin and quality. At the same time can stimulate loyal
customers of The Coffee House, who are willing to buy all products from The
Coffee House.

22
 3.3.1.2 Product innovation strategy

This strategy aims to create products in a short time to market in response to

Halloween and Christmas. Includes 2 lines: Halloween cookies and Christmas muffins.
The cakes appearing during the holidays have the same ingredients as the traditional
cakes but are shaped differently, so there is no additional cost of ingredients and only
takes place in a short time, so the cost to shape is insignificant.

Picture 3.3 Halloween cookies line

(Source: Internet)

23
 Picture 3.4 Christmas muffins line

(Source: Internet)

3.3.2 Price

The Coffee House has identified its main target customers as people aged 18-35
years old, these are workers with stable income and tend to live healthy. We have set a
very suitable price for the new product line “Healthy Cake and Snack” to match the
average income of consumers. This price is very reasonable and not too different from
similar products on the market.

3.3.3 Place

3.3.3.1 Purpose

 Create a product-customer relationship during the new product launch phase.

 Promote online sales on food delivery apps such as Now/ Shopee Food,
GrabFood, Go Food, Beamin, etc.
 Promote sales in the South and North region

24
 3.3.3.2 Objective

 The entire chain of The Coffee House stores nationwide can distribute new
products and sell online through food delivery technology applications.

Diagram: Distribution channel

Picture 3.5 Distribution channel

However, in terms of actual capacity: We will have a producer in each city and
province and redistribute it to chain stores located in that city or province.

3.3.3.3 Parter Cooperation

Cooperating with food delivery technology applications such as: Now/ Shopee
Food, GrabFood, Go Food, Beamin, etc.

Purpose: Cooperation for mutual benefits

Partners will receive a commission fee of 10% - 15% for 1 order and the product
price on the application will be raised higher than the price in the store.

Our company is committed to increasing the percentage of commissions for

partners, if the sales in each period are as set out by us.

25
 Partners advertise programs of our "Healthy Cake and Snack" product line on
official facebook pages and websites. And our new products will be suggested on the
front page of our partners' apps.

Partners will be supported with product information, how to best preserve

products when transporting to customers.

Warranty case: When the product quality is damaged due to packaging problems,
expiry date, etc., within 6 hours, it can be brought to the store providing the product to
exchange for a new product or will be fully refunded. amount if accompanied by proof.

3.3.4 Promotion

Using Above the line Promotion strategy

Personal selling: The part-time staff at the shop will directly recommend these
products to customers and provide information about the products to convince them.

Coordinate with delivery platforms: discount promotions, apply freeship codes…

Decorate the shop on special occasions: Christmas, Halloween.

Regular advertisement

 Paste posters at shops, arrange mini poster standees at each table.

 Regularly post eye-catching articles and customer reviews on the shop's official social
media page.
 Update new products on Website

Promotion campaign will be promoted on 3 occasions: product launch,

Halloween in and Christmas.

26
 Content video: The Coffee House exploits the form of Content video, because
through it customers will understand more information about the new product line.
Accordingly, the opening campaign is a video posted on The Coffee House's youtube
channels. Filming a clip with the topic "What's new in The Coffee House?" and said
that there will be more new cakes and attractive promotions in the near future

Social: During the first time of implementing the campaign to take advantage of
the Fan Page 601,299 followers, The Coffee House published articles in response to
Halloween, encouraging customers to give each other Halloween Cookies. We will
encourage customers to interact with The Coffee House, organize minigames for
consumers to share healthy Halloween meal menus combined with healthy bakery and
snack products from The Coffee Shop. After that, attendees will take pictures of the
finished product, then post it on social media with the hashtag
#TRICKOREATHEALTHY#THECOFFEEHOUSECOOKIE#COOKIEHALLOWEE
N. and tag 3 friends to join to receive attractive gifts from the brand (gym bag, canvas
bag and notebook).

27
 Picture 3.6 Gifts for the minigame

(Source: Designed by author team)

Digital media places banners promoting masthead videos on major newspapers

such as Urban, Zingsnew, Sports... to attract readers' attention. Bumper Ads 6s ads on
YouTube are also used by brands to reach a wider audience and make them more
aware of the campaign.

Consumer promotion: The coffee house cooperates with Momo, Now to

organize a promotion code hunting program, viewers will find "Healthy Codes" in the
video to receive attractive offers.

How to participate is as follows:

 The Coffee House - Momo: Viewers will search for the code
"SWEETHEALTHY" in the video, apply the code on MoMo wallet when paying at
all The Coffee House store chains to receive a 20% discount.
 Now: When ordering The Coffee House products on the Tiki app, users apply
the code “NOWHEALTHYTHOI” before paying to receive a 10% discount on the
products.

At the same time, The Coffee House also placed a banner on the Momo app to
encourage app users to join the challenge. At the same time, seeding activities on the
"MoMo Wallet Lovers Association" group are also promoted by the brand to attract the
large participation of social network users.

Besides, to contribute to attracting more people to participate in the mini game,

famous YouTubers such as Chau Bui, Woosi TV, Linh Ngoc Dam were chosen to
upload a video showing viewers how to participate in code tracing on YouTube. and
record 1 more story on social networking sites Facebook, Instagram.

28
 In addition, along with famous KOLs who have many followers on Facebook,
Instagram, Tiktok such as Xoai Non, Thach Trang. There are stories with links to join
and invite everyone to participate in The minigame of The Coffee House. Giving
KOLs all their new products, they will make a story to invite people to participate in
the minigame and briefly talk about the rules.

In addition, to promote new products, The Coffee House also promotes posting
to groups specializing in reviewing snacks such as: Sài Gòn Mlem Mlem, Ăn vặt Sài
Gòn, Thánh ăn - Review, Ẩm thực Hà Nội… This is also a way to promote new
products of the business, but at no cost, it can still bring the product closer to
customers.

In addition, to promote new products, The Coffee House also promotes posting to
groups specializing in reviewing snacks such as: Saigon Mlem Mlem, Saigon Snacks,
Holy Food - Review, Hanoi Cuisine … This is also a way to promote new products of
the business but at no cost and still bring the product closer to customers.

PR: The Coffee House chooses Kenh14 - a youth entertainment information site
to promote articles about video information, introduce code hunting challenges...

3.3.5. Action plan

29
 Picture 3.7 Action plan of SWEET HEALTHY WITH THE COFFEE

Phase 1 (January 12, 2022 - June 12, 2022): Promote the Sweet Healthy With
The Coffee product line

Message: SWEET HEALTHY WITH THE COFFEE.

Increase the number of people knowing about Sweet Healthy With The Coffee,
stimulating customers to try more with the goal of 5,000,000 hits. Every first 3 months
of each month, there will be a new product in the cookie line, and in April, May, and
June will launch biscotti, granola and muffin lines respectively.

Phase 2 (October 15, 2022 - October 31, 2022) Launching halloween cookies

Message: TRICK OR EAT HEALTHY

The goal is to respond to Halloween, increase customer loyalty. Curious because

of product design. 20% increase in customers coming to the shop.

30
 Run ads on facebook with 3 articles introducing halloween products, at the shop,
the staff will wear uniforms and dance to the music holding the Halloween product
line, the video will be posted on facebook and youtube.

Phase 3: (November 17, 2022 - December 25, 2022) Noel

Message: END BAD GIFTS. PICK THE PERFECT MUFFINS

Nearly 39% of gift givers do not feel confident that the recipient will like the gift
they have purchased or plan to give. That's why we created a fun campaign "Love
Noel, Love Muffins" that proposes customers a solution to find a simple but healthy
gift to give to friends, colleagues, .. when they come to The Coffee House store.

Picture 3.8 Additional accessories for employees on Christmas holidays

(Source: internet)

31
Picture 3.9 Christmas photo booth

(Source: Internet)

32
 CHAPTER 4 FINANCIAL PROJECTIONS

Online activities fees Offline activities fees Total

Website Facebook Youtube

40.000.000 546.000.000 175.000.000 1.038.500.000 1.799.500.000

Table 4.1 Expense budget is the budget for promotion activities of the first
year

Financial 2019 2022

Gross profit 863 billion 900 billion

Revenue forecast 950 billion

Expect sale 900 billion 950 billion

Total cost 1.799.500.000

Net Profit After Taxes -80,6 billion 32 billion

Table 4.2 Financial paper includes expected sales, profit, cost

- From the date of product launch (January 12, 2022 - December 12, 2022), the
financial we set for The Coffee House at the end of the year are as follows:

- Economic recovery after the Covid epidemic, bringing Gross profit to 900
billion VND by the end of 2022 approximately 5% increase compared to the time
before the epidemic was in 2019

33
 - Profit after tax is 32 billion VND per year

- Market share: Thanks to the launch of a new healthy food product line, The
Coffee House maintains the 2nd position in the market share of coffee chains in
Vietnam.

34
 CHAPTER 5 IMPLEMENTATION CONTROLS

5.1 IMPLEMENTATION

Communication of strategy: The Coffee House Viet Nam sent out clear
communication to all that we are ready to reopen after the pandemic with the launch of
a healthy snack and cake line called Sweet Healthy With The Coffee. CEO Mr. Le Ba
Nam Anh commented: Transforming the business model in line with the epidemic
situation, meeting the new needs of users.

Acceptance of strategy: The management brought all members of the

organization together to get the brand back to market, including the employees of The
Coffee House.

Control: The Coffee House brand faces many difficulties when many customers
do not know the brand. Not all of The Coffee House's customers want to use healthy
food. To reduce the impact of these problems, marketing strategies have been
implemented. In order to control the completion of the plan, we set the requirements:
report on the sales volume, the rate of customers knowing about the product, the
number of products delivered to the customer. These are useful indicators in
controlling a product's share in the market. In addition, sending reminders to return to
purchase and surveying consumer satisfaction each time after purchasing a product will
evaluate the effectiveness of the plan and take corrective actions if necessary.

5.2 MARKETING ORGANIZATION

Our company always has a specific goal so that the work can be completed better
and the productivity of employees is pushed up. That's why we use the SMART
method to define a company-wide, team-wide goal for Sweet Healthy With The Coffee
product line.

35
 SMART goal: Within the next 6 months, the new product Sweet Healthy With
The Coffee will be known to consumers, especially those who tend to live healthily,
the number of products will increase to at least 15% thanks to promotion through social
networks, new product launch events and even at the coffee shop chains of The Coffee
House. This marketing plan aims to help Sweet Healthy With The Coffee product push
a new product into the market by giving a clear outline of the marketing strategies
S - Specificity: We want consumers to know more about newly launched products
through marketing and promotion.
M - Measurable goal: To evaluate the effectiveness of the sales growth target, our
team sets some requirements as follows: sales of 1000 products/week in the first 3
months of the year, sales volume products increase 7% per month. Particularly on
holidays, the total sales volume of products must increase by 20%. Average goal of
each remaining month to sell at least: 4000 products/month.
A - Feasibility: With the current chain of stores and the ability to promote through
social networking sites such as Facebook, Instagram, we want the number of new
products sold to increaby at least 10% per month.
R - Relevancy: In order to increase sales, expand markets, products are more
interested and known by consumers.
T - Limited time: The goal needs to be completed by 12/11/2022.

With the mission of solving health problems and enhancing social responsibility,
The Coffee House confidently develops to become the leading brand of healthy food
coffee chain, in the top of the majority of customers. If The Coffee House has
outstanding success in this segment and target market, the brand will move to expand
its healthy product mix to high-end segments, consumers with higher income sources,
This is the leading potential market for healthy food brands today.

5.3 CONTINGENCY PLANNING

36
Difficulties and Risks

 An already-established market competitor's introduction into the market

 The Covid epidemic hindered business activities and changed the market

Worst-Case Risks

 Determining that the company is unable to sustain itself on a long-term

basis
 Having to sell off equipment or intellectual property to pay off debt.

37
 REFERENCES

A, Đông. (2021, July 11). Chuỗi Cafe năm covid thứ nhất: Trung Nguyên và the Coffee
House lỗ vượt Trăm tỷ, Lợi Nhuận Highlands, Phúc Long Bất Ngờ Tăng Trưởng mạnh.
Kênh thông tin kinh tế - tài chính Việt Nam. Retrieved from https://cafef.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-20210710113018427.chn
[Accessed 2 December 2021].

Babuki. (2021). Tổng quan thị trường Nhà hành/cafe Việt Nam năm 2020 và Q1/2021.
Retrieved from https://babuki.vn/tong-quan-thi-truong-nha-hang-cafe-viet-nam-2020-
va-q1-2021/ [Accessed 3 December 2021].

Brands Vietnam. (n.d.). "Healthy Một Cách trendy" - bắt kịp Xu Hướng Sống lành
Mạnh Trên social media Q3/2019 - KỲ 1: Bởi younet media. Retrieved from
https://www.brandsvietnam.com/congdong/topic/20567-Healthy-mot-cach-trendy-Bat-
kip-xu-huong-song-lanh-manh-tren-Social-Media-Q32019-Ky-1 [Accessed 3
December 2021].

Brands Vietnam. (n.d.). Người Tiêu Dùng đang chuyển dần sang Lựa Chọn thực phẩm
"Tốt cho bản thân". Brands Vietnam. Retrieved from
https://www.brandsvietnam.com/10343-Nguoi-tieu-dung-dang-chuyen-dan-sang-lua-
chon-thuc-pham-tot-cho-ban-than [Accessed 3 December 2021].

hanoimoi.com.vn. (n.d.).Thương Mại điện tử thời dịch bệnh: Cơ Hội và Thách Thức.
Retrieved from http://www.hanoimoi.com.vn/tin-tuc/Kinh-te/1014728/thuong-mai-
dien-tu-thoi-dich-benh-co-hoi-va-thach-thuc [Accessed 3 December 2021].

News, V. N. N. (n.d.). Lỗ triền miên, Cạn Túi Tiền... Chuỗi Cà phê Triệu USD đóng
Cửa Cả Loạt. VietNamNet. Retrieved from https://vietnamnet.vn/vn/kinh-doanh/dau-
tu/chuoi-ca-phe-dieu-dung-sau-dich-777996.html [Accessed 3 December 2021].

38
News, V. N. N. (n.d.). The coffee house dưới thời founder Nguyễn Hải Ninh: Doanh
Thu Tăng 20 Lần Trong 5 NĂM, Ngang Ngửa Starbucks, nhưng bất ngờ lỗ nặng.
VietNamNet. Retrieved from https://vietnamnet.vn/vn/kinh-doanh/thi-truong/the-
coffee-house-doanh-thu-tang-nhung-lo-nang-
712934.html?fbclid=IwAR3kFWd91y1S_qMYWGjDjYS6QXJStjWQ40Lwp66Uu-
wRXuK1h01d1AiFq6A [Accessed 2 December 2021].

Quan tâm là chưa đủ, chúng ta cần hành động cho sức khỏe ngay | Prudential Việt
Nam. (n.d.). Quan Tâm Là chưa đủ, chúng ta Cần Hành động Cho Sức Khỏe Ngay.
Retrieved from https://www.prudential.com.vn/vi/blog-nhip-song-khoe/quan-tam-la-
chua-du-chung-ta-can-hanh-dong-cho-suc-khoe-ngay/ [Accessed 2 December 2021].

The Coffee House – thông tin doanh nghiệp. (n.d.). Retrieved from
https://doanhnghiep.quocgiakhoinghiep.vn/en/doanhnghiep/the-coffee-
house/ [Accessed 2 December 2021].

39
 APPENDICES

Picture 1.1 Revenue and profit after tax of some coffee shops in Vietnam
(Source:https://cafef.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-20210710113018427.chn)

40
 PRODUCT FEATURES, QUALITY AND DESIGN OF SWEET
HEALTHY WITH THE COFFEE

Name Product design Features

Coffee oat Cookies contain very few

cookies calories about 30 calories for 1
cake
Ingredients: whole wheat
flour, oatmeal, coffee powder
produced by The Coffee
House, animal butter, honey,
eggs, nutritious nuts: almonds,
cashews, squash, sunflower
The cake is rich in fiber to
help you eat less - feel full for
a long time - reduce cravings,
Rich in nutrition from high-
grade nuts
The cake is fragrant,
slightly bitter with cocoa
flavor.
EXP: 1.5 months.
Weight: about 25g/1 cake.

41
Bear almond Ingredients: Almond flour,
cookies whole wheat flour, sliced
almonds, egg whites and
butter.
Taste: crispy, crunchy,
fragrant and fatty with sliced
almonds
Nutritional ingredients:
Vitamins A, D, B6, B12, E, C,
Folates, Niacin, Pantothenic
Acid, Pyridoxine, Riboflavin,
Thiamin, Calcium, Copper,
Iron,
Nutritional value/100g:
448 kcal
EXP: 3 months from the
date of manufacture

42
Oatmeal No flavorings, colorings
chocolate and preservatives and sugar are
cookies used in the product.
Ingredients: Oatmeal,
Cocoa Powder, Pure
Chocolate, Eggs, Coconut Oil;
Forest honey.
Nutritional value: 35
calories/ 1 cake
Taste: Strong chocolate
aroma, crispy, spongy.
EXP: 01 months from the
date of manufacture.

Biscotti four Diet Biscotti is a cookie

flavors: that is baked twice, the piece is
+ Chocolate thin and light, creating a
+ Macha feeling of enjoyment when
+ enjoying.
Strawberry Ingredients include whole
+ Orange wheat flour, honey, eggs and
Cinnamon nutritious nuts (almonds,
cashews, grape seeds, ...) and
natural ingredients to create a
different flavor for the cake.
The product has 4 main
flavors: Chocolate, Macha,
Strawberry, Orange Cinnamon

43
 Weight: from 100 Gram to
500 Gram
Fragrant - spongy - crispy

Granola bar Nutrition bar is made from

many types of nuts and glued
together with honey to create a
nutrition bar, used as a
nutritional snack before
activities, replenishing energy
for you during the study or
working session. .
Taste: delicious, crispy,
fatty, attractive, very medium
taste, not sweet.
Ingredients: one bar of
super nutritious nuts: oats,
almonds, sliced almonds,
zucchini seeds, cashews and

44
 honey.
Nutritional value: about
136 calories per bar
EXP: 3 months

45
Fruit Muffin has a slightly
Muffins similar shape to Cupcake but is
+ Orange fundamentally different
muffin because it is a Quick Bread
+ Banana with various plant-based
muffin ingredients to create attractive
cakes, extremely convenient
for breakfast and snacks.
Ingredients: whole wheat
flour, cinnamon, vanilla,
coconut oil, nut milk, peanut
butter and fruit,..
Nutritional value: about
136 calories per cake.
EXP: 1 week.

Table 3.1 Healthy cake and snack products in the SWEET HEALTHY
WITH THE COFFEE product line in 2023

46
 ESTIMATED PRICE OF THE PRODUCT OF THE SWEET
HEALTHY WITH THE COFFEE

Product name Price

Cookies: Cafe Oatmeal, Almond Cookies, Cocoa Oats 9.000 vnđ/20 gram
39.000 vnđ/100 gram
89.000 vnđ/200 gram
219.000 vnđ/500 gram

Biscotti: Chocolate, Macha, Strawberry, Orange, mix 4 49.000 vnđ/100 gram

flavors 89.000 vnđ/200 gram
239.000 vnđ/600 gram

Granola bar 19.000 vnđ/25 gram

69.000 vnđ/100 gram
149.000 vnđ/200 gram
349.000 vnđ/500 gram

Muffins 49.000 vnđ/45 gram (4

Muffins)

Table 3.2 SWEET HEALTHY WITH THE COFFEE products’ price

47
 EXPENSE BUDGET IS THE BUDGET FOR PROMOTION
ACTIVITIES OF THE FIRST YEAR

Media channel
Estimation Cost

Quant Unit Cost Total

Website

Designing and programming healthy food 1 Webpage 40.000.000 40.000.000

webpage on website

Website administration and operation 12 Month 0 0

Total (1) = 40.000.000

Facebook

Editing and managing fan page content 12 Month 8.000.000 96.000.000

Ads to increase followers for fan page 30.000 Like 3.000 90.000.000

Ads increase views for videos 10 Video 10.000.000 100.000.000

Advertise for PR article link 20 Post 10.000.000 200.000.000

Advertisement for the collection album 1 Post 20.000.000 20.000.000

Booking Influencers' posts 2 Post 20.000.000 40.000.000

Total (2) = 546.000.000

Youtube

Booking Influencers videos 3 Video 40.000.000 120.000.000

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 1 Month 55.000.000 55.000.000
Non Skippable In-stream Ads

Total (3)=175.000.000

Table 4.1 :Online activities fees

Content Estimated cost

Quant Unit Cost Total

Employee bonus 200 Person 7.000 504.000.000

Posters, standee 100 Poster, standee 5.000 500.000

Christmas booth 100 booth 5.000.000 500.000.000

Employee’s Christmas accessories 200 piece 20.000 4.000.000

Gifts for minigame (notebook) 1000 piece 5.000 5.000.000

Gifts for minigame (canvas bag) 500 bag 30.000 15.000.000

Gifts for minigame (gym bag) 200 bag 50.000 10.000.000

Total (4) = 1.038.500.000

Table 4.2 Offline activities fees

49
 MARKETING ORGANIZATION

The Coffee House Marketing Manager, Truong Dieu Lan Van, is overall responsible
for all marketing activities of the company. Figure 5.2 below shows the structure of a
Marketing organization consisting of 7 people. The Coffee House has hired Worldwide
Marketing to handle the campaigns, consumer and commercial sales promotion, and
public relations efforts.

Picture 5.2: The Coffee House Marketing Organization

50
 THE TABLE ASSESSING THE COMPLETION OF THE JOB

GROUP 11

1. Time: 1/12/2022-15/12/2022

2. Mode: Online discussion

3. Members present: Full

4. Chairman of the meeting (Captain):

5. The evaluation results are agreed and summarized as follows

STT Name Student ID Completion sign

level

1 Phạm Lê Ngọc Minh 2021008474 100%

2 Phạm Thị Cẩm Tú 2021008582 100%

3 Mai Thị Anh Thư 2021006020 100%

Our Marketing plan report is approximately 6000 words in length excluding cover
page, Table of Contents, References, Appendix.

51