UNIVERSITY OF BEDFORDSHIRE FOREIGN TRADE UNIVERSITY

SCHOOL OF BUSINESS HO CHI MINH CITY CAMPUS

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END-MODULE ASSIGNMENT

Module: Managing People- S1

Code: BSS006-1.S1

MIDTERM EXAM

Student’s full name: NGUYỄN LÂM PHƯƠNG

Student ID: 2042219229
Cohort: K60BF-C
Semester: I Academic year: 2023-2024
Lecturer: Gv. Lê Sơn Đại
Ho Chi Minh City, April 2023

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STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the end-module assignment, this
assignment contains no material published elsewhere or extracted in whole or in part
from an assignment that I have submitted or qualified for or been awarded another degree
or diploma.
No other person’s work has been used without due acknowledgment in the end-module
assignment.
This end-module assignment has not been submitted for the evaluation of any other
modules or the award of any degree or diploma in other tertiary institutions.
Ho Chi Minh City, April 2023

Nguyễn Lâm Phương

Table of Contents
I. INTRODUCTION........................................................................................................3
II. ANALYSING AND DESIGNING.............................................................................3
1. Target.......................................................................................................................3
2. Analyze the business environment1.2. Current strategy:........................................4
3. SWOT Analysis.......................................................................................................6
4. Strategy....................................................................................................................7
III. CONCLUSION..........................................................................................................7
1. Timelines............................................................................................................................................................ 7
2. Financial Planning........................................................................................................................................... 8
3. Human Resource Management................................................................................................................. 9
IV. REFERENCES..........................................................................................................9
1. Control Methods............................................................................................................................................. 9
2. Risk Management....................................................................................................10

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 I. INTRODUCTION
1. Introduction to Customers and Target Market
Welcome to "Fuon Espresso" - the place that brings you the complete coffee
experience. A place that brings you a high quality coffee experience. This is suitable for
the current situation in Vietnam because there are many coffee shops out there but they
still do not provide the experience that many customers still want, when the tastes of
Vietnamese people are increasingly increasing. improved. Because of that, with our
presence, every cup of coffee will be an experience and a journey.

2. Product Introduction
At "Fuon Espresso" a cup of coffee is not simply a cup of coffee but it is also a work
of art carefully cared for to bring out the perfect scent, taste and feel. Here we are proud
to introduce to customers high quality coffees carefully selected globally. The barista
team at the shop has been professionally trained from Espresso to Cappuccino and other
unique drinks.

3. Meet Customer Needs and Demands

Here we are fully aware that each customer's needs are different. When it's more than
just a temporary cup of coffee in the morning to stay alert when going to work. At “Fuon
Espresso," you will find a comfortable environment with soft and melodious music.
“Fuon Espresso," meets customers' needs by offering diverse coffee options, both Choose
stimulant-free and organic coffee to suit every taste. We are also developing new
products and services, including machine-brewed coffee, hand-brewed coffee and bottled
coffee, to suit and meet customer needs.

4. Introduction to the Organization “Fuon Espresso

"Fuon Espresso" where we gather employees from many teams who love enjoying
coffee and want to share it with customers. We are committed to ensuring every cup of
coffee is prepared and served with the best technique. Along with that, we believe that
the quality and your experience at "Fuon Espresso" will leave marks that will remain
even after you step out of the shop.

II. ANALYSING AND DESIGNING

2.1. Target
 By using the SMART rule in business to bring a more specific perspective to the
mission of "Fuon Espresso"

 Quality Goal: The shop's original motto has always been to bring an experience
that customers have never had before by serving cups of coffee that suit each person's
needs such as fatness and consistency. smooth foam or strong coffee or gentle, elegant
taste. Along with that, we will reduce the price of drinks with each customer's

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feedback on the product so that we can respond and make changes quickly every
week to meet customer expectations. Surname.

 Market Expansion Goal: We set a goal to expand our distribution network and
reach 3 more coffee shops next year. This goal will be measured and changed through
the growth of the number of partners and sales. With the above growth, we believe
that we can invest in better quality than quantity to retain the original goals we set.

2.2. Analyze the business environment

The surrounding environment is an important factor in the construction and
development process of any organization. Understanding the surrounding
environment gives the organization an objective perspective and is ready to cope with
challenges or prepare for emerging opportunities. Environmental analysis will be
divided into two main parts: External environmental analysis and internal analysis.

2.2.1. Analyze the external environment

PESTEL model:
 Political: Organic models are currently being planned and developed by the
government to bring about development and maintain development for Vietnamese
agriculture. Along with that, thanks to the EU's recognition of Buon Me Thuot coffee,
our country's coffee beans are now recognized throughout Europe. This reaffirms the
position of our country's coffee, providing opportunities for "Fuon Espresso" to
expand the market, reduce costs and also ensure the quality of coffee to each
customer.
 Economy:Vietnam today is a country with many cultural imports from countries
around the world. This increases exposure to different types of coffee for Vietnamese
people and diversifies people's tastes. Although "Fuon Espresso" faces price pressure,
it will still maintain reasonable prices and the best quality to retain customer trust.
 Social: Grasping the needs of Vietnamese people in using packaged products that
are easy to transport. "Fuon Espresso" has adapted by creating take-away coffee
products or ingredients so you can brew your own cup just like at the shop. This
makes it easy for us to reach many new potential customers.
 Technological: Developments in coffee production and marketing technology can
help "Fuon Espresso" improve production processes, inventory management and
create a better customer experience. In particular, the use of online payment systems
and online shopping can improve customer convenience and create additional
marketing channels.
 Environmental: Environmental management and protection of coffee sources are
also becoming more important. "Fuon Espresso" has the opportunity to take
advantage of the environmental protection trend by providing organic coffee and
implementing environmental protection measures during the coffee production
process.

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 Legal: Understanding the regulations and rules on coffee production, export and
trading is important. "Fuon Espresso" needs to comply with legal regulations to avoid
risks and build a positive reputation.
Porter's Five Forces:
 Rivalry among existing competitors: The coffee industry in Vietnam is becoming
more competitive than ever. International and national coffee shop chains are
expanding, requiring "Fuon Espresso" to have an optimized strategy to compete on
price, quality and experience to maintain and enhance the market. This includes
researching your competitors and understanding the market structure.
 Threat of substitutes: Customers are increasingly diversifying their coffee drinks
and looking for specialty coffee from unique coffee sources. "Fuon Espresso" must
maintain its appeal by providing diverse experiences and menu innovation to prevent
customers from switching to alternative products or services.
 Bargaining power of suppliers: To ensure high quality coffee, "Fuon Espresso"
needs to maintain positive relationships with coffee suppliers. Stability and long-term
relationships can help reduce supplier bargaining power and ensure a steady supply.
 Bargaining power of buyers: Customers have many options and negotiating power
in buying coffee. "Fuon Espresso" needs to maintain quality and maintain customer
satisfaction to reduce the negative impact of their negotiating power.
 Threat of new entrants: The coffee industry always has the potential to attract new
competitors. "Fuon Espresso" needs to find ways to create barriers for potential
competitors by providing unique products and services, creating strong relationships
with customers, and leveraging brand advantages.
 This detailed analysis helps "Fuon Espresso" identify opportunities and challenges
in the coffee industry and develop appropriate strategies to suit the business
environment.
2.2.2. Internal analysis
 In addition to the external environment, the internal environment of "Fuon
Espresso" plays an important role in shaping the strategy and creating a high-quality
coffee experience. We recognize that there are a number of unique core aspects that
make our organization successful:
 1. Professional Human Resources: Our staff is an extremely valuable asset. We are
not only committed to training a professional barista team but also creating
comfortable working conditions to retain employees. This ensures that we have a
team of professional baristas and servers, capable of providing quality service and
creating memorable experiences for our customers. The cafe is continuing to invest in
training and human resource development, ensuring that staff are always updated with
new knowledge and skills to meet the increasing needs of customers.
 2. Menu Diversity: Our diverse menu is one of the factors that determine the
appeal of "Fuon Espresso." Not only do we focus on unique coffee selections, but we
also ensure that we listen to what our customers have to say. This allows us to
develop new variations of coffee to meet the diverse tastes of our customers and
maintain freshness on the menu.

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  3. Unique Space: We understand that the coffee shop's environment plays an
important role in customer experience. Therefore, we invested to create a unique,
comfortable and cozy space. The interior design and music are carefully chosen to
create an enjoyable and welcoming environment.
 4. Careful Financial Management: Finance is an important factor in maintaining
and growing. We maintain a careful financial management, control costs and optimize
financial resources to ensure future financial stability. This allows us to invest in
developing and improving the quality of our products and services.
 5. Creativity and Technology: We constantly research and apply technology to
manage inventory, orders and improve production processes. The combination of
technology in management helps us optimize performance and ensure accuracy in
resource and service management.
 6. Competitive Advantages: We always consider our competitive advantages
compared to our competitors. This includes continuously improving production
processes, optimizing costs and maintaining product and service quality more
consistently than industry competitors. Along with that, we continue to develop new
products and services, improve production processes and optimize costs to maintain
competitive advantage in the market.

Analyzing the internal environment helps us identify the core competencies and
strengths of "Fuon Espresso," thereby determining strategies and effective resource
management to develop and maintain our position in the market competitive coffee.

2.3. SWOT analysis

Strength:
Professional Manpower: "Fuon Espresso" has a team of professional and trained staff,
which helps ensure product quality and superior service.
Menu Diversity: Menu diversity and innovation help attract and retain customers.
Unique Space: The coffee shop environment is designed to create a unique and
comfortable experience for customers.
Careful Financial Management: Careful financial management helps ensure future
financial stability and investment in growth.
Innovation and Technology: Use technology to manage inventory and improve
production processes to optimize performance.

Weakness:
Competition: The coffee industry is fiercely competitive and requires optimized
strategies to stay in the market.
Bargaining Power of Buyers: Customers have bargaining power in purchasing coffee
and have many other options.

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 Opportunity:
Promoting Product Quality: The Vietnamese government promotes technical and
industrial measures in agriculture, providing opportunities to improve the quality of
coffee products.
Economic Growth: Vietnam's economic growth creates opportunities for people to
enjoy high quality coffee.
Health Claims and Organic Coffee: Customers are increasingly interested in the origin
and health profile of coffee, providing opportunities for organic products.

Threat:
Fierce Competition: Competition in the coffee industry can create pressure on price and
quality.
Substitute Products or Services: Customers have many options and are at risk of
switching to substitute products or services.

2.5. Strategy
Based on the SWOT analysis and business environment of "Fuon Espresso," the
organization needs to develop a strategy focused on improving and reshaping its position
in the competitive coffee market.

From there we can come up with plans to deal with it as follows:

Take advantage of opportunities to promote product quality: "Fuon Espresso" can
cooperate with reputable coffee suppliers to ensure premium coffee product quality.
Coffee shops can also invest in research and development to create new and unique
coffee products.
Taking advantage of economic growth opportunities: "Fuon Espresso" can expand its
scale of operations to meet the growing needs of customers. Coffee shops can also
develop new products and services to attract new customers.

In addition, I also have ways to deal with challenges such as:

Responding to the challenge of fierce competition: "Fuon Espresso" needs to continue
to innovate to maintain its competitive edge. Coffee shops also need to focus on product
and service quality to attract and retain customers.
Responding to the challenge of alternative products or services: "Fuon Espresso"
needs to diversify its products and services to meet the increasingly diverse needs of
customers. Coffee shops also need to focus on customer experience to differentiate
themselves from competitors.
III. ACTION
III.1. Timelines
1: Training Program Development
Activities: Identify core skills needed for staff and develop customized training programs
based on specific needs.
Deadline: January-March.

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 2: Recruitment and Training of New Personnel
Activities: Recruit new employees and train them on work processes, organizational
culture, and bartending skills.
Deadline: April-June.

3: Performance Evaluation and Promotion Recommendation

Operations: Evaluate the performance of current employees, recommend improvements,
and identify individuals with potential for advancement.
Deadline: July-December.

4: Build a Comfortable Working Environment

Activities: Create a comfortable and creative working environment by upgrading the

interior space and creating interesting highlights for the coffee shop.
Deadline: January-March (Next year).

5: Managing Customer Care Campaigns

Activities: Organize and operate customer care campaigns to maintain customer
satisfaction and promote customer growth.
Deadline: April-September (Next year).

3.2. Financial Planning

Training Costs: We expect training costs to include the development of customized
courses and training programs based on the specific needs of employees. This includes
holding regular meetings to determine the effectiveness of the training program and
making adjustments if necessary. This helps us ensure that our team always has the latest
knowledge and skills to provide a high quality service. Training costs will be projected
and managed on a monthly basis from April onwards to monitor performance and ensure
that resources are allocated effectively.

Personnel Cost Management: We will determine personnel costs in detail, including

salaries, insurance and expected bonuses. There will be an ongoing performance review
system to ensure that personnel costs are managed effectively and to budget. This will
help us maintain financial balance and provide attractive employee benefits. Personnel
cost management will be performed monthly to ensure efficiency and balance.

Work Environment Construction Costs: We will review and manage the costs associated
with building, maintaining and upgrading the work environment. This includes ensuring
that the workspace meets the requirements of comfort, creativity and safety at all times.
We will also continue to invest in improving our work environment to keep it attractive
to employees and customers. The cost of building and maintaining the working
environment will be managed between January and March of the following year to ensure
comfort and creativity.

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Long-Term Financial Plan: In addition to managing monthly expenses, we will also
develop a long-term financial plan to identify financial goals and ensure the
organization's sustainability into the future. This includes calculating NPV and IRR for
project and investment evaluation. We are committed to maintaining financial stability
and efficiency to ensure the long-term success of "Fuon Espresso". Long-term financial
plans will be developed and closely monitored to ensure sustainability and growth of the
organization.

3.3 . Human Resource Management

Training Program Development: To ensure the continued development of our staff, we

will continuously enhance our training program. We realize that only when employees
master both bartending skills and soft skills such as communication and time
management skills, will they be able to create the best customer experience. We are
committed to completing this program by the end of March to ensure that our teams are
in top shape to face new challenges. At the same time, we will determine KPIs
(performance indicators) to monitor progress in implementing the plan and ensure the
effectiveness of the training program.

Recruiting and Training New Personnel: Recruiting and training new personnel is an
important part of ensuring the growth of "Fuon Espresso." We will host a rigorous
recruitment process to select candidates with potential and passion for coffee. We will
then ensure that they receive comprehensive training on the organization's culture and
quality standards. This process will conclude at the end of June to ensure new personnel
are ready to join our business operations. We will also build an information and reporting
system to track the costs and effectiveness of the recruitment and training process.

Performance Evaluation and Promotion Recommendations: We are committed to

reviewing and evaluating the performance of each employee. This not only helps us
identify personal strengths and weaknesses but also provides an opportunity to suggest
appropriate measures for improvement or promotion. We will build an information and
reporting system to track employee performance and identify KPIs to evaluate
performance. This process will take place from July to December, a critical period to
ensure that we maintain a team of staff fully skilled and passionate to serve our customers
with excellence. We will regularly evaluate and update the plan to ensure that it is
consistent with the actual situation and ready to adapt to changes in the market and
business environment.

IV. Risk control and management methods

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Taken together, the cafe "Fuon Espresso" has proposed a comprehensive risk
management and control method with the goal of ensuring performance and stability in
their business operations. Here are important points to consider and adjust to improve the
comprehensiveness of this approach:
4.1 Control method:

Building KPIs (Performance Evaluation Indicators): It is necessary to establish and track

specific KPIs to measure performance and progress in implementing the plan. KPIs
include sales, profits, customer return rates, and customer reviews.

Build information and reporting systems: Investing in information and reporting systems
helps collect and synthesize important information, providing a comprehensive view of
performance and risk.

Update plans regularly: The business environment is always changing, so it is necessary

to regularly evaluate and update control plans to adapt to rapid changes.

Integration with the organizational structure: Ensure tight integration of the control
approach with the organizational structure to ensure uniformity in implementation and
compliance of controls.

Continuously evaluate effectiveness: Once implemented, periodic evaluation should be

performed to ensure that the control method is working effectively and adjusted if
necessary.

4.2 Risk management:

Risk of lack of human resources: Invest in training and development of existing
employees, and establish a strict recruitment process to ensure quick response to human
resource needs.

Food safety risks: Strengthen food safety inspection and management, ensure compliance
with strict hygiene procedures and maintain relationships with trusted food suppliers.
Risk of market change: Maintain flexibility in changing menus, marketing strategies and
creating a staff flexible enough to cope with rapid changes.

Financial risks: Develop a long-term financial plan, invest in financial instruments to

monitor and predict financial fluctuations, and manage your finances carefully.

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