INDIVIDUAL ASSIGNMENT
INTRODUCTION TO MANAGEMENT
MGT103
Lecturer: Pham Thi Mai Anh
Name: Do Thi Thu Hang
Student ID: HS171190
Class: IB1716
1
CATALOG
I. THE BACKGROUND OF HIGHLANDS COFFEE ................................................................................ 3
II. COMPANY CULTURE: "HIGHLANDS – VIETNAMESE-BORN AND BRED" ............................... 3
1. Core Values........................................................................................................................................... 3
2. Mission.................................................................................................................................................. 4
3. Space – The space to preserve Vietnamese identity ............................................................................. 5
4. Location ................................................................................................................................................ 5
5. Employees ............................................................................................................................................. 5
6. Logo ...................................................................................................................................................... 6
III. ANALYSIS ............................................................................................................................................. 6
IV. LESSONS ............................................................................................................................................... 7
2
I. THE BACKGROUND OF HIGHLANDS COFFEE
Highlands Coffee was born from the love of Vietnam and the passion for coffee of a young overseas
Vietnamese businessman – David Thai. Since his parents are Vietnamese, from an early age, he heard
many interesting stories and proud traditional values about the S-shaped country. In 1999, with 700 USD
starting a business, David Thai, leaving his family in the US, decided to return to Vietnam to set up a
business.
• In 1999, the starting point for the idea of building a pure Vietnamese coffee brand for Vietnamese
people
• In 2000, Highlands only produced roasted and packaged coffee products, sold through
supermarkets, hotels, ...
• In 2002, Viet Thai Group was established, the first Highlands Coffee store was opened in Ho Chi
Minh City, and the second one in Hanoi.
• In 2006, Highlands identified the first impressive milestone: 25 stores
• In 2008, Highlands Coffee served more than 4 million cups of coffee along with 2 million meals
to 5 million customers.
• In 2009, Highlands Coffee marked 80 stores in 6 provinces: Hanoi, Ho Chi Minh City, Hai
Phong, Da Nang, Vung Tau, and Dong Nai.
• In 2012, Viet Thai International sold 49% of its business in Vietnam and 60% of its business in
Hong Kong to Jollibee Group for US$25 million.
• In 2016, broke the record of the first coffee and tea chain in Vietnam with 100 shops.
• Currently, Highlands Coffee has more than 300 branches nationwide and is still expanding its
brand name day by day, reaching out to become the biggest coffee shop chain in Vietnam up to
the present time.
II. COMPANY CULTURE: "HIGHLANDS – VIETNAMESE-BORN AND BRED"
Culture is used to evaluate many behaviors and ideas, and it provides the basis for developing goals and
strategies. In the journey of connecting and spreading strong inspiration, Highlands Coffee has chosen for
itself 5 core values as a guideline to accompany in the journey of raising Vietnamese values – “Proudly
born in Vietnam. "
1. Core Values
• Proudly spreading the message "Pride of Vietnam"
From the very beginning, wanting to build a "Vietnamese coffee culture", Highlands Coffee has spent
many months looking for partners, going to each coffee garden and tea hill in exchange for handshakes of
the same mind. direction, confident nods, and select the best quality coffee beans and tea leaves to bring
delicious products to Vietnamese people.
3
•Passion
Born from the love and pride of the country's agricultural products, with the desire to build and preserve
the "Vietnamese coffee culture", amid a fiercely competitive beverage market with many heavyweights,
Highlands only uses using self-grown materials right in Vietnam such as Gia Lai, Dak Lawsk, Buon Me
Thuat, Lam Dong to serve the Vietnamese.
• Respect and integrity
• Team spirit and cooperation
Highlands Coffee is always proud to be a spreading, connected, positive Vietnamese brand, constantly
trying to develop together the aspiration to raise the bar and proudly share it with the world.
• Customer is the center
“Trust and respect – People-oriented – Customer-centric – Pioneering, dynamic, creative” are the phrases
to describe the staff of Highlands Coffee.
2. Mission
With the mission of becoming the leading Vietnamese coffee brand, the desire is to build a Vietnamese
coffee identity exclusively for Vietnamese people, creating a space for Vietnamese people to sit and talk
with friends while sipping. A delicious cup of coffee. Currently, Highlands Coffee's nearly 20-year
journey on the way to conquering consumers with the noble mission: of "Proudly serving Vietnam -
coffee serving Vietnamese people" has had impressive milestones.
4
3. Space – The space to preserve Vietnamese identity
Building a core value associated with coffee beans - the raw material for a familiar drink of the people -
Highlands Coffee is the link connecting traditional and modern values with a combination of industrial
and stylish styles. near modern - unique mid-century modern. The space is warm and polite with deep
tone color schemes such as dark red, and cockroach brown. Tables and chairs at Highlands are usually
desks where computers can be placed to work, with a simple but versatile design, less cumbersome. Seats
often have armrests with high backs to help create comfort when sitting.
4. Location
Highlands Coffee products are sold directly at stores. Highlands Coffee shops are located near historical
sites or near malls such as and underneath many office buildings. Highland Coffee also aims to reach
more employees working in office buildings, not just tourists...
5. Employees
Highlands Coffee has built the most detailed working culture, which is demonstrated through:
5
• Trust and respect: Highlands believes in itself as well as its colleagues, showing respect to others, and
all customers.
• People-oriented: At Highlands, everyone shows positivity together and constantly supports and develops
together.
• Customer is the center: Wholeheartedly serving to bring results that exceed customers' expectations,
Highlands always considers it a responsibility and always expects feedback to improve itself. Highlands
is always committed to building values to contribute to common development.
• Pioneering, dynamic, and creative: Highlands is proud to have built a meaningful, creative and dynamic
working environment for employees to have the opportunity to express themselves, and to work in a
united environment. and everyone is always ready to support each other. At the same time, the company
also builds a good salary and welfare regime, brings stable income, remuneration regimes, and
opportunities for promotion to help employees feel secure to work and stick with them for a long time,
promoting employees and staff working together.
6. Logo
The image of the Highlands Coffee logo design was chosen inspired by the harmony and attachment of
the mountains, the land, and the flow. It is this sunny and windy place that has fostered delicious coffee
beans, rich in the flavor of the nature and people of Vietnam.
Use two main tones, red and brown. Red is also the color of coffee beans when ripe on the tree, and
brown is when the coffee has dried and ground. The entire logo is neatly placed in a circle, giving a neat
feeling like in a cafe space.
III. ANALYSIS
Highlands Coffee carries in its passion "Pride of Vietnam" from the very beginning, that phrase is a
cultural trait, an inspirational saying to once again rise, spread, and connect the hearts of millions of
People.
• Mark two words “Vietnam”
Highlands Coffe always retains the original value in each product, even when 'bringing the bell to beat the
country'. Although cooperating with the Philippines, Highlands Coffee is still considered a Vietnamese
brand with a commitment that 100% of the coffee used in the Highlands system is sourced from Vietnam
- something that no other Highlands coffee rival dares to do. confirm.
• “Popularization” – change for success
6
The design of the restaurant also changed from a luxury to simple tables and chairs, and traditional
Vietnamese food. The form of “served” changed to “self-service”. The menu also cut back; making it
easier for customers to choose when ordering. This change aims to make Highland an ideal place for
relaxation and customers at a reasonable price. The store is designed to convey the traditional values of
Vietnam.
•Location
Highlands often choose locations with beautiful locations or located in commercial centers and large
buildings. This makes it easier for customers to identify the brand.
Culture is used to evaluate many behaviors and ideas, and it provides the basis for developing goals and
strategies.
Highlands Coffee has achieved today's achievements, not only due to the preservation of traditional
culture combined with modern international style but also due to cultural factors affecting: building
human culture, keeping the original "essence" even when sold to the Philippines, innovating but do not
lose original value, space,
As an environment built based on "trust and respect - people-oriented - customer-centric - commitment -
pioneering, dynamic, creative", Highlands Coffee only recruits members with sufficient knowledge and
skills. bravery, the strength to overcome challenges. They encourage employees to help them be
motivated to build Highlands Coffee with all their heart through benefits, working environment, salary,
health care, training, and development.
The space is luxurious - sophisticated - globalized but without losing its warmth and closeness. Highlands
decided to design a combination of tradition and modernity to be true to the mission that Highlands has
carried in it.
IV. LESSONS
Culture is an element that instills beliefs, and behaviors, and is a means of inspiring employees.
Designing and managing corporate culture is a process of consolidating, learning, and improving to find
the right direction. The culture of an organization is gradually established from all the artifacts, physical
elements, dress codes, building decorations, symbols, logos, behavior, and speech of employees. So if you
want to set it up successfully, start from the way of "unlocking" from the simplest elements but also take
the most time and effort.
Next, it is necessary to clearly define the goals that the business is aiming for. For example, Highlands
Coffee builds a culture associated with the mission "Proudly born from Vietnam", so everything is
designed with bold tradition, alternating modern style, "integrate but not harmonize". melt".
Third, determine who will decide and manage the corporate culture. It is vitally important to identify
leaders as initiators and guides of change efforts. Leaders are responsible for building the vision,
spreading the right understanding, and belief among employees, and working together to build it.
Leadership also plays an important role in dispelling employee fears and insecurities.
7
8
