Professional Documents
Culture Documents
COFFEE COMPANY
ID number: 195089015
Table I. Acknowledgement IX.SMART analysis
of II. Company history X. PESTEL analysis
content III.Mission statement XI.Data: graphs and statistics
VIII.SWOTT analysis
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Acknowledgement
During the course of my studies, I would like to express my
thanks to my Teacher, Prof. Paul Jordan, for your teaching,
supporting throughout the course, and for allocating valuable
time to guide and comment on my report.
COMPANY
HISTORY
Product type Owner Country
Coffee / Coffee shop Superfoods Group (joint Vietnam
chain venture of Jollibee Foods
Corporation) and Viet
Thai International Joint
Stock Company
5
20-year
development 1999 2002 2009
journey Highlands Coffee The first coffee shop The company had 80
was founded with the opened in Ho Chi coffee shops in
in the intention of elevating
Vietnam’s long-
Minh city Vietnam’s six
provinces
standing coffee A week later, it
Vietnamese heritage. opened its first store They released ready-
in Hanoi to-drink “Ice Coffee”
market (RTD) in cans: milk
coffee + ice coffee
6
20-year
development 2010 2012 2013
market
7
20-year
development 2016 2017 2019
8
This is 20 years of connecting
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MISSION STATEMENT
▫ Become the leading Vietnamese coffee
brand
▫ Transmitting traditional Vietnamese
cultural values: that is community
cohesion and friendliness
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COMPANY
OBJECTIVES
Highlands Coffee Chain has undergone significant
transformation since arrival of Jollibee
▫ To serve more customers, they move in the
direction of “popularization”
▫ The space design of each café shop is imbued
with Vietnamese identity – an ideal relax and
meet customers’ need at a reasonable price
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COMPANY CORE VALUE
12
COMPANY SLOGANS
Highlands Coffee, proud to be a Vietnamese brand, spreads
and connects millions of Vietnamese customers and is a place
where everyone belongs
CEO AND DIRECTOR
2 4 6
14
David Thai (1972)
Viet Thai Group was
He was the first officially founded, with
overseas Vietnamese its predecessor having
to be granted only two Highlands
permission to Coffee locations in
establish a private Hanoi and Ho Chi
company in Hanoi Minh
15
CEO AND DIRECTOR
David Thai
CEO- Chairman of the
Board of Viet Thai Stock Ysmael Villoso Baysa Don Alexander Lim
Company Chief Financial Officer Assistant Vice President
1 3 5
2 4 6
2, 3, 4, 5: The 4 new Filipino members are all core leaders of Jollibee Food Group – JFG
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6: The US member
SWOTT ANALYSIS
Trends
• Highlands recently added a
Strengths Weaknesses
new payment method
Highlands does not
Strong brand equity • Attractive and eye-catching
focus much on
Use material coffee in Vietnam packaging
promotion campaign
High quality cups with high-end • The quality is good for the
Service performance is
plastic cup printing machine price range, and there are a
not high
variety of dishes to choose
Opportunities Threats
The coffee market is highly
o State preferential policies
o competitive
Huge market potential
Other brands are preferred by
o Macroeconomic stability,
customers
growth and development
Raise interest rates and taxes
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STRATEGY SMART ANALYSIS
SPECIFIC MEASURABLE
The estimated Expecting a revenue
revenue in 2018 to 35% after the next
continued to grow years
by 31%
Strategic positioning
2018 revenue up to “tripod” through 3
1,600 billion + In recent years,
main revenue
drink
achieve a huge growth
CAFÉ – Icehas
Milkbeen
Filter
“TRIPOD”
REALISTIC AGGRESIVE
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PESTEL ANALYSIS
Political Economical Social/Culture Environment
- Government - High inflation 4.1% + GDP - Tropical rainy climate
- Coffee centered
encouragement growth of 6.0% (2014 est.) with varying
culture
for foreign temperatures
- Positive economic reforms
investments since 2012 - Coffee takeaway - Having a heavy polluted
culture only popular environment that
- Tax policy for in main cities affectedly harm to the
investors
material supply
- Young people
quickly absorbing
modern trends
Technology Western standards Legal
- Use of Internet and Smartphone - Medium labor policies
industry (around 5 million in
- Food safety regulations
2014)
- Advertising regulations
- Increasing reliance on social
media networks
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HIGHLANDS BUSINESS RESULTS FOR
THE LAST SOME YEARS (BILLION VND)
2500
2000
1500
1000
DATA: 500
GRAPHS
AND 0
2016 2017 2018 2019
S
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RECOMMENDATION
The first and most important recommendation that I want to make is that
Highlands Coffee Company should try to change from using plastic utensils
(cups, straws, spoons) to paper utensils. This will help protect the environment
and can also create a good image in the eyes of customers and partners.
The second is that the host company should intervene directly, handle it in the
most agile and stable way when there are some incidents at the coffee shop such
as not behaving properly with customers.
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CONCLUSION
“ Highlands Coffee is the leading coffee and fast food chain in Vietnam,
bringing Vietnamese people experiences imbued with the cultural
identity of the nation. Therefore, Highlands’ strategy is to “popularize” in
order to reach all types of customers. However, the coffee chain audience
began to explode with the appearance of more and more big brands like
The Coffee House, Phuc Long, Cheese Coffee… The appeal of this
market stems from changing consumer habits and rising incomes in
major cities. As a result of its continuous expansion strategy and clear
market positioning, Highlands’ revenue can outperform that of the above
competitors and continue to expand its market share in all regions.
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THANK YOU FOR
WATCHING AND LISTENING
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