3.

Feasibility assessment

3.1 Executive summary

The tiramisu bakery- coffee house (TBCH) is a shop that sells cakes and drinks to its customers. Tech’s
menu is rich and diverse from food to drinks. For drinks, they serve cold and hot drinks to customers.
Cold drinks have matcha ice cubes, fruit smoothies, etc. and hot drinks have a cappuccino, hot chocolate,
hot milk coffee, .. and that's what makes it. The success for tech’s success is the variety of delicious cakes
such as Chocolate Storm cake, Pillow cake, Cranberry Greek yogurt cake, and many different delicious
and attractive cakes
The shop is aimed at those who love baking. Tech serves all types of customers: locals other than tourists
and especially all customers of all different ages. That shows that the care service is focusedony tech
Therefore, the store has a professional staff, respects customers, and treats customers very friendly
The initial start-up amount of 660,500,000 was a challenge for the board of directors. Even so, by
Tuesdaytech’ss revenue was 969,220,910
Besides,tech wishes to be known by many people and have great experiences here,
Get more profit and open more establishments when the revenue is stable

3.2 The business concepts/value proposition

This business model in Dalat city attracts many curious visitors. The cost of making a cake is reasonable
if you make a cake at the store, such a cake costs about 150,000-200.00. and when this business model is
profitable monthly they deduct 8% profit to support children and do volunteer work to help them.
This activity is to spread love and attract customers' attention to TBCH.

3.3 Industry analysis

Despite being affected by the covid 19 pandemic, it still grew, of course, not as much as in previous
years. From 2019 and earlier, all three coffee chains Highlands Coffee, Phuc Long, and The Coffee
House recorded strong growth, averaging 30-40% per year. In 2020, Highlands Coffee continues to
maintain its position as the largest coffee chain in Vietnam with total revenue of nearly VND 2,140
billion and only a slight decrease due to the epidemic situation. coffee chain.

3.3.1 Distribution Patterns

When customers use the service at TBCH, they will feel like they are in Japan, because TBCH tends to
decorate in Japanese style, and at the same time wants to create a new atmosphere and space in the style.
Japanese minimalism.
In addition to price, TBCH also attaches great importance to the quality of products and services. TBCH's
products are always fresh and delicious, with a clear origin, so customers can rest assured when using the
products here. Compared to other stores, TBCH uses fresh products, which has a more competitive
advantage because it can get products directly from farms in Da Lat. However, Da Lat is not as developed
as other cities such as Ho Chi Minh City, Da Nang City, and Hanoi. But the quality of service will be the
same or higher. Because TBCH always considers customer care as one of the most important factors,
compared to Da Lat, this is a fairly new model. Because it is a tourist destination, Da Lat has more and
more coffee shops such as Cacaoken Coffee, Memories Café, The Dreamer Cine coffee & Tea, etc.
Customer service mode can be done manually. How to bake TBCH can be a bit complicated.

3.3.2 Competition and Buying patterns

On the Da Lat market today, there are many competitors and using many different models. Three
different and highly competitive models: self-baked, landscape f,usion, and traditional dining.
• Lianhe bakery model is called self-service cake selling model, it often appears in developed areas such
as Ho Chi Minh City. This is a model that attracts customers by the convenience and comfort in choosing
cakes.
• Me Linh cafe model often attracts customers by the beautiful scenery, and the most attractive thing is
the experience of service quality and product quality. In addition, the attraction of Me Linh Cafe is also
located in the beautiful scenery viewed from above, bringing a sense of relaxation, immersing in nature.
• Traditional dining model is one of the interested competitors of TBCH because of its convenience and
location attracting the most potential customers. In addition, in terms of cost, the traditional meal delivery
model is better than TBCH.

3.3.3 Main Competitors

Regarding direct competitors, TBCH has no direct competitors in Da Lat, however, some indirect
competitors can also make store development underdeveloped, such as the traditional F&B model. The
system, bakery model, Lianhe, and Me Linh cafe model. These are the 3 types of planes that attract the
most tourists because of their popularity, convenience, and ease of check-in. Because young people
nowadays often go to famous entertainment places to check-in and take photos.
Lien Hoaakery is one of the oldest stores, famous for its service quality and product quality, not inferior
to famous stores sucbakeryakery, Tous le Joursakery. It is estimated that in the summer, Lien Hoa Bakery
attracts about 5,000-10,000 visitors, the revenue is approximately 1-2 billion VND, in the spring alone,
the number of visitors increases due to the source of visitors from neighboring high schools, such as Dong
Nai. , Ho Chi Minh City, ., oft en organized for students to visit Da Lat city. Therefore, compared to
summer and other seasons, spring sales can increase by 40%. The competitive advantages of The
Tiramisu Bakery-Coffee Housse and Lien Hoaakery are as follows:
• In terms of service quality, TTBCH is better than Lien Hoaakery because TBCH always puts customer
service first.
• In terms of product quality, the store uses 100% cleaning products, so customers are more confident
• After TBCH has a monthly income, 8% will be deducted into the fund to build schools for upland
children to attract more loyal customers.
• Because TBCH's self-service baking experience is a new model in the Da Lat market, it will attract
young customers to participate in the experience.