bai word hoan chinh highlands coffee

7/29/2019 Bai Word Hoan Chinh Highlands Coffee

1/23

Chin lc thng hiu ca Highlands Coffee

Qun tr thng hiu - Nhm Page 1

I/ TNG QUAN

1/ Lch s hnh thnh

Ngi sng lp thng hiu Highlands Coffee l ng David Thi, sinh nm 1972 ti m Nam Vit Nam. n nm 1978, ng chuyn n sinh sng ti Seattle. Chng kin lot nhng d n kinh doanh cng vi s ln mnh ca hng c ph Starbucks thi thc nim am m ca David. ng quyt tm v Vit Nam pht trin ngnh hn ph khi bc vo tui trng thnh.

c thnh l p t nm 1998 v cht p trung vo mng c ph ng gi, n nm 2002th qun c ph Highlands Coffee u tin chnh thc ra mt. Tnh n thi im nay th c hn 40 qun hot ng trn kh p Vit Nam.Highlands Coffee ang ttin vo mttng lai pht trin bn vng cng s vn ln v l n mnh khng ngng ca t n c.

Highlands Coffee l mt thng hiu ca Cng ty Cphn Vit Thi Quc T(VTI).Mc tiu ca Highlands Coffee l dn u ngnh hng bn lcao c p ti Vit Nam.Mctiu phn u khng ngng ca Cng ty Vit Thi Quc Tl lun dn u th tr ng bn lcao c p ti Vit Nam.


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Chuyn ti nhng kinh nghim qu bu mang tm vc quc t trong lnh vc bn lvoth tr ng Vit Nam l nhim vca Highlands Coffee, thng qua cch to dng chocng ty mt thng hiu ring v h p tc v i nhng thng hiu hng u thgi i.

2/ Logo

Logo ca Highlands Coffee c hnh ovan c ly t ng t hnhnh ca ht c ph.Logo c chia thnh hai vng: mt vng nh bn trong c trang tr v i tng mutr ng v c phln mt dng mu nu un quanh, nh thl mt ly c ph thm ngonnguyn cht ca Cao nguyn. Pha bn ngoi l mt vng vi tng mu ch o v i

dng ch Highlands Coffee. Mu trong kinh doanh tng trng chosc mnh, uyquyn, nim am m nng nht v c thm c im na l r t dbt mt ng i tiudng v cng l mu h p phong thy v i ng chca Highlands Coffee.

3/ Phng chm

Kt hp nhng tinh hoa ca th gii hin i vi nhng nt duyn v gi tr truyn ca Vit Nam. Highlands Coffee khng ngng n lc mang n cho khch hng

nhn v mt phn ca cuc sng nng ng hin i song hnh vi nhng truynvn ha c o, lu i m cht Vit Nam.


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4/ Sn phm

Cc sn phm ca Highlands coffee bao gm cc sn phm mang m phong cchVit Nam cng vi dng sn phm mang hng v quc t.

C ph mang hng v quc t: Espresso- Full City RoastEspresso-Cinnamon RoastEspresso-Aribica SupremeEspresso-DecaffeinatedC ph mang hng v truyn thng: C ph snh iu

C ph truyn thng C ph di sn


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II/ CHIN LC THNG HIU

1/ Tm nhn

L mt cng ty Vit, Highlands Coffee cam kt v s pht trin ca mt Vit Nammt nn kinh t th trng bng cch cung cp thng hiu ng cp cho tng lplu ca Vit Nam. Chng ti hng ti ng mt vai tr quan trng trong vicci tin cht lng cuc sngca khch hng thng qua thng hiu ca chngChng ti khng c nh dng li v s tip tc m rng hot ngkinh doanhhin ti v tip tc pht trin c thng hiu ca chng ti v tip tckim nhng thng hiu lm tha mn khch hng mc tiu m chng hng ti

2/ Phn tch nhu cu v tha mn nhu cu khch hng Nm b t c 5 nhu cu c bn ca con ngi, Highlands Coffee c nhngcch th hin v xy dng thng hiu ring tha mn nhu cu ca i tng khch hng mc tiu nh sau:

a/ Nhu cu v n ung

Highlands Coffee chn lc nhng h t c ph ngon nh t , t t nh t rang v phc v cho nhng thc ung, phc v loi c ph Robusta mang phong cch Vit Nam cng vi dng sn phm Arabica mang hng v quc Ti Highlands, khch hng c th thng thc nhng loi c ph ni tingca th gii nhEspresso Full City Roast, Espresso Cinnamon Roast hay 1 ly c ph thun Vit.khch hng cns c thng thc nhng hng vkhcnhau ca cuc sng, t truyn thng n hin i, t nhng sn phm mang hi ca phng ng n phng Ty. Ngoi s a dng chng loi caf Highlands coffee cn phc v cc mn n nh i km nhm p ng a dnghn nhu cu ca khch hng, c bit l nhng du khch nc ngoi vnhng ngi tng sinh sng nc ngoi c thi quen n ung theo phocch phng Ty.


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b/ Nhu cu v gii tr Vi nhc nn ch o l Jazz, Highlands Coffee va to cm gic th gli va sang trng, qu phi. iu ny lm tn ln ng cp ca khch hkhi n thng thc ti qun. Bu khng kh ni y tht thoi mi v hng khi, khng qu n o m nh nhng, su lng. Phong cch phc v nm v tt nhin khng th thiu c nhng n ci thn thin v mt s nhit thnh, tntm v khch hng.

c/ Nhu cu th hin ng cp - Highlands Coffee ch chn cho mnh nhng mt tin gn nh p nht tr

thnh ph. H thng ca Highlands Coffee bt u ti ta nh Si Gn Center,chui coffee shop ca Highlands tip tc mc ln honh trng khp n nhng v tr c a ti cc qun trung tm nh Thng XTax, Diamond, ta nhSummerset; c khi li l Etown...

- c bit, Highlands coffee khng n thun ch l mt qun caf, m l c mt ngh thut, n kt hp hi ha c hai nn vn ha n-ty cho ra i nhng dng sn phm caocp mang hi hng ca hini.

Tt c nhng nt c trng to nn mt phong cch rt ring cHighlands coffee. V khi khch hng ngi y, thng thc nhng hng tinh t ny, h tht s tr thnh c bit v ng cp s c nng ln tm cao mi. l nhng g m Highlands coffee v ang thc hin.

3/ Truyn thng thng hiu

3.1. Thng tin v c ph Highlands c cp nht v qung b rng ri trn websitecng tywww.highlandscoffee.com.vn. Ngoi ra, cng ng thng tin qung cosn phm Espresso Full City Roast trn cc trang VnExpress, Zingme, DntrTo Facebook Page cng ng yu Coffee. Trong , ng thng tin v
http://www.highlandscoffee.com.vn/http://www.highlandscoffee.com.vn/http://www.highlandscoffee.com.vn/


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coffee , cch thng thc , cch pha ngon , qun ngon. ( lng qunco HighlandsCoffee).

3.2. ng thng tin cc event, gim gi ln Facebook, Email Marketing, MobilMarketing (SMS Brand name, games App): Gi thng ip qung co v khuyn mi cc khch hng nhm chuyn ti thng ip n ngidng.

3.3. Bn cnh , Highlands Coffee cn phi hp vi cc trang web nhm qung b rri vi hnh thc bn cc Voucher gim gi, u i cho khch hng n vi qun twebsite: www.nhommua.com

3.4. Coffee thc hin nhiu chng trnh khuyn mi nhn cc s kic bit.Ngy 9-3, Ban Gim c cc khch sn Mercure cng b chng trnh htc vi chui ca hng c ph Highlands Coffee gip nhau cng qunthng hiu ti th trng VitNam.

3.5. Nhn dp k nim Sinh Nht Ln Th 11 , Highlands Coffe s hu bicng ty VitThi Quc T- chnh thc cng b chng trnh khuyn mi c bit . Ch vi 22.000 khch hng c th thng thc hng v caf sa caf yu thch (gi thng thng 33.000cho caf v 35.000 caf sa ti cc chui ca hng ca Highlands Coffee.

3.6. Bn cnh , Highlands Coffee cn l mt thnh vin nng ng trong cc hat x hi. Highland Coffee rt quan tm v ti tr cho hng lat cc chng trnh t thvn ha v ththao. Danh sch cc chng trnh m Highland Coffee ti tr: AmericanIndependence Day, Australia Day, Canada Day, Terr y Fox Run, Fun Run for Charity,

5/ Vn ha t chc

5.1. Yu t con ngi Vi s pht trin nhanh chng cc chui qun Cafe, Highlands Coffee a yu t ngi l vn c quan tm hng u. V ch khi chm lo tt li ch c
http://www.nhommua.com/http://www.nhommua.com/http://www.nhommua.com/http://www.nhommua.com/


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cc nhn vin th mi c th hng n vic phc v khch hng tt hn v xy dng mt thng hiu c lng tin cy ca khch hng th doanh nghcn hiu r khch hng ca mnh hn ai ht v lun ly s h i lng ca ng i dng lm t rng tm cho m i ho t ng. Cng t rong nh hny,Highlands Coffee dc tm to cho mnh mt sn phm tt, nht qun v lng cng nh trong cch phc v v th hin.-S pht trin v trng tn ca cng ty Highlands Coffee s phi da nhiu vo nhng con ngi xy dng nn n. Chnh v l , HighlanCoffee lin tc u t vo vic o to mt i ng nhn vin gii gthng hiu pht trin bn vng. i ng lao ng ti h thng qun HighlCoffee a phn l trnh cao ng, trung cp chim khong trn 60% c

lao ng ti cc qun. Cc nhn vin c o to theo nhiu hnh thcnhng hnh thc o to trc tip thng l o to ti ch,ring bn qun lh thng qun v tr l s c i o to thc t, a h vo cc C thchin lc u t pht trin i ng nhn vin ca Highlands Coffee lmchin lc cc k ng n, nhn vin ca cng ty c tr lng rt cnh tranthng lng bng, chnh sch phc li r rng, cht ch c xem xt hng nm.

5.2. Vn ha phc v Khch hng c th n ung c ph trc tip ti qun hoc thng qua website hayin n qun book ch trc nu i ng ngi v vo thi gian cao im c nhng v tr tt. Khi n qun khch hng c nhn vin gi xe ca Highhng dn tn tnh ch u xe ph hp v ly v xe. Khi bc vo qun khch hngc s cho n nhit tnh ca nhn vin phc v v khch hng s c dn n nv tr ch ngi tt theo mnh. Cung cp menu khch hng la chn ung. Khng c th chn ung t chn hoc nh nhn vin qun t vn chn nhng ngon ca qun.Trong lc ch i (thi gian ch i phc v ung khongt 10-15 pht i vi sinht, v nhng thc ung phc tp, 5 pht i vi ph hoc nhng ung n gin) khch hng c phc v tr min ph vhng m nhc ca qun. Khch hng c th yu cu nhn vin phc v ly cc loi bov tp ch theo yu cu. Khi ung c pha ch xong, nhn vin phc v


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mang ra cho khch hng v chckhch hng thng thc ngon ming.Nhn vinqun s quan st khch hng chm tr hoc p ng nhng yu cu khc m khhng yu cu nh thm ng, thm ,Khi ung xong khch hng c th thanh ton bng tin mt hoc ATM khi tnh tin. Khch hng c th n quy tnh tin tnh trhoc gi nhn vin phc v n thu tin ti bn. Khi ra v khch hng c tip tqun ci cho, cm n v hn gp li ln sau. Nhn vin gi xe ca qun ly xe chokhch vnhc xe theo hng khch hng cn i.

5.3. Khng gian v hnh thc L mt thng hiu phong cch, Highlands coffee t trn nim tin vo vicem li chokhch hng nhng tri nghim tinh t nht v c ph. thc hin

iu , tt c mi khu u phi c thc hin nghim ngt v ng tiu chuvic ch chn lc nhng ht c ph ngon nht, tt nht rang v phc vnhng thc ung, n vic to nn mt bu khng kh thng thc c ph thoi mi v y hng khi, phong cch phc v nng m v tt nhin khth thiu c nhng n ci thn thin v mt s nhit thnh, tn tmkhch hng.

6/ Cc chin lc thng hiu ca Highlands

6.1/ Chi n l c m hnh kinh doanh theo chu i

Cng vi ln sng franchise ang n r , ti Vit Nam. Tuy cha c con sthng k c th, nhng c tnh vi nm gn y, m hnh kinh doanh chui tng t20 30%/nm.

Highlands Coffee cng ang nlc m r ng h thng chui ca hng ca mnh. cthnh l p t nm 1998, n nm 2002 th qun c ph Highlands Coffee u tin chnhthc ra mt. Tnh n thi im ny th Highlands Coffee c gn 100 qun hot ngtrn kh p Vit Nam.

C thnhn thy m hnh chui ca hng ang pht huy thmnh vmt qung b, xydng hnhnh thng hiu v mang li hiu qucho Highlands Coffee.


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Ngoi ra, gi c cc chui ca hng cng to sc cnh tranh b i khi kinh doanh theochui, doanh nghi p s mua c nguyn vt liu gi s, gim c chi ph marketing,qung b thng hiu.

Tuy nhin, doanh nghi p tm chui ca hng v tqun l nh Highlands Coffee cng phi i mt vi nguy c bgim uy tn.Nu qun l khng tt mt ca hng s nhh ng t i uy tn ca cc ca hng cn li v d nh vbnh c chut ni trn.V ttnhin, mc r i ro scao do s tin u t l n. V vy, v i hnh thc ny HighlandsCoffee phi c bc i thn tr ng hn, ch p nhn chm m chc, v phi m bo chtlng ng nht trong chui.

6.2/ Chi n l c mua bn v sp nh p (M&A)

6.2.1. Thu tm Ph 24h

Gi i kinh doanh gn nh chbit n giao dch M&A gia Highlands Coffee v Ph 24khi n k t thc v i vic 100% vn cphn Ph 24 thuc vHighlands Coffee. Thng tinchi tit c cc bn lin quan gikn.

C hai hnh thc kinh doanh chui ca hng phbin. Mt l doanh nghi p sau khi xydng thng hiu, lm marketing v i chui ca hng s tin hnh nh ng quyn kinhdoanh nh tr ng h p ca Ph 24. Th hai l doanh nghi p t qun l chui ca hngca mnh v khng bn franchise nh Highlands Coffee tr c khi bn 50% cphn choJollibee. Ti sao Ph 24 c m hnh kinh doanh khc m Highlands Coffee li quyt tmmua? Cha k vi nm nay, thng hiu Ph 24 c du hiu i xung v b ng i tiudng ch t (tng t 24.000 ng/t nm 2003 ln 39.000 ng/t nm 2012), chtl ng dch vsa st, khng m bo c cht lng ng nht trong chui.

ng chHighlands - David Thi - tha hiu nhng hn chny ca Ph 24 nhng c l do ng c mua n thun l v li ch ti chnh (bn li vi gi cao hn), nn cc hnchny khng phi ro cn l n. Gi tr tch hp u tin m Highlands Coffee ch ng sau khi kim sot Ph 24 c l l a c thng hiu ph kh ni ting ny vodanh mc menu ca mnh. Cha r doanh ston bchui Ph 24 s ra sao d i tay ch


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s hu mi, nhng ring st ph tiu thhng ngy chc chn tng thm ng knh s lng outlet tng thm ca Highlands.

ng Ha, Tng gim c Cng ty t vn chin l c IME Vit Nam d on, c th tr c mt Cng ty cphn Vit Thi Quc t(VTI) - chs hu thng hiu Highlands,s a vo menu thm mt s mn n khc ngoi ph , chng hn cm tm, a dngha menucc mn n ca mnh bn cnh thmnh sn c v ung (c ph). Cn nh r ng, Highlands chim c nhng v tr thuc loi c a nht trung tm H Niv TP.HCM.

Mt thng vmua bn doanh nghi p lun c nhiu ng c khc nhau; c khi nthun tmc ch u t ti chnh, c khi hng n vic m r ng/a dng ha hotng kinh doanh. Theo ng Thng - Masso Consulting xt v ng c ti chnh, vic mua bn n thun l nhm tm kim l i nhun. Do vy, chin l c mua lun gn k t v i vicsbn li cho mt i tc mc tiu no v i mc gi cao hn. Theo cch nhn ca ngHa, trong tr ng hp ny dng nh Highlands Coffee thc hin u t ti chnh, d b ngoi h thc hin u t c kim sot bn b mua li.chiu ng c li, Ph 24 cngnhm n l i ch ti chnh khi bn li thng hiu h ct cng gy dng t nm 2003.

Nu suy lun ny chnh xc, th vic Ph 24 v Highlands Coffee khc nhau vm hnhkinh doanh chui khng cn quan tr ng i v i Highlands, b i h c khoch bn licho i tc n c ngoi. Tch h p hai chui qun c ph v ph thng qua hai tn tui l nvo trong mt thng v M&A l bc i khn ngoan ca VTI.


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Nhn din chm i

Highlands qun l Ph 24 th sao? ng Ha nh gi cao tnh chuyn nghi p, h thng t chc v qun l ca Highlands (mt phn nh c ngi n c ngoi tham gia

qun l ngay t u). Theo ng Ha, VTI c chin l c t u v thc hin r t nht quntrong qu trnh pht trin (v v tr, danh mc, gi, dch v, h thng nhn din...)."Highlands tin r ng, nu Ph 24 do hqun l sto ra gi tr ln hn", ng Ha nhnnh.

Tm li, d v i mc ch u t ti chnh hay m r ng/ a dng ha hot ng HighlandsCoffee u c li trong thng vny.

6.2.2. Bn Highlands Coffee cho Jollibee.

i li 49% bphn kinh doanh Vit Nam v 60% bphn kinh doanh Hng Kngca tp on VTI, Jollibee ng cho tp on ny vay thm 35 triu USD v i lisut ch 5% v 25 triu USD.

Ti sao Highlands v Jollibee h p tc v i nhau?

CDavid Thi ln Jollibee u nhn thy c vin cnh Starbucks sthm nh p th

tr ng Vit Nam trong tng lai gn.Tn tui cng nh nhng thnh cng ca Starbucks cc th tr ng khc l mt mi eda cho Highlands Coffee. Nhiu kh nng ng ln n tM s l i thcnh tranhthc ti p phn khc doanh nhn m Highlands Coffee ang chim u th.

Mc ch ca Highlands trong thng vny l Jollibee s a thng hiu Highlandsvo bn trong cc ca hng ca Jollibee, gip tng thphn nh vo l ng khch hngtrc y ca Jollibee.

Thng v nh ng quyn ny gip cHighlands v Jollibee cng c thm sc mnh numun ng vng tr c sc cnh tranh khc lit t cc i thsng svthc n nhanhnh KFC, Subway, Lotteria.


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6.3/ Chi n l c pht tri n sn ph m

6.3.1 Combo bnh m v c ph

Highlands a vo menu ca mnh Combo k t h p gia bnh m truyn thng v c ph c chbin, phc vtheo phong cch Highlands.

Bnh m c phn v gin, c rut, c k p v i nhn ty chn, c thl chla hocu h. Nhng mn n thn quen c khoc o m i, ph hp hn v i phong cch, lisng tr trung.

So vi c ph thng thng, c ph 2G trong combo, hay cn c gi v i ci tn hini c ph thh 2, c pha ch hi khc mt cht: lp d i l sa xay tan vi trngtinh, pha trn l c ph nguyn cht, c thi quen nhm nhp tng thnh phn ringtr c khi quyn u.

6.3.2 Phong cch thit k m i mti caf Highlands

Gn y, Highlandsquyt nh th nghim mt phong cch thit k m i tr trung hnnhm m r ng phn khc khch hng. a im u tin c la chn l Highlands


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Phm Ng Lo gc ng Phm Ng Lo- Thm, mt trong nhng khu phsm utca Si Gn.

Nhm khch hng ca Highlands ti y l nhng ng i tr v mt phn khng nhdukhch n c ngoi, va c nhu cu th ng thc c ph thun Vit v ngm nhn mt gcVit Nam qua khng gianm cng.

Mt Highlands tr trung v ti m iv i "b cnh" a sc mu va nhm i lva nh

thn quen. Thay thhai tng mu ch o nu bng s ti m i ca xanh tiffany, trny nng l ng ca thm, mt mca xanh cm v cn nhiu na nhng mng mui lp nhng nh p nhng.

Highlands Coffee ang cgng ci tin nhng sn phm ca mnh cng phc v khch hng tt hn nhng vn khng nh mt bn sc thng hiu ca mnh.


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III/ CC V VIC NI TING CAHIGHLANDS

1/ Highlands Coffee v s c chut cht trong bnh

Svic xy ra vo chiu ngy 05/10/2008 (ChNht) khi khch hng chnh l phu nhnca Tin s Dietmar Kielnhofer - Tng Gim c Khch sn Sheraton. Sau khi n cmt phn ca ming bnh mua tHighlands Coffee Highland the Manor - tr s chnhca Highlands, thuc tp on Vit Thi International - th b ny pht hin c mt conchut con nm ngay trong bnh kem v ngt xu ti ch. Vvic c nhanh chng lantruyn trn cc phng tin truyn thng xao ,bo ch gy xn xao d lun . Qua v vic ny d cha bit thc h nh th no nhng s nh h ng nghim tr ng n thnghiu ca Highlands. Trong lng khch hng sc nhiu cht vn khng hiu Highlandsqun l cht lng nh thno? Liu trong bnh cn c cc thnh phn khc nh cccht c t, cc cht ph gia khng m bo sc khe hay khng?V hin nhin khngnhng lng khch hng n Highlands the Manor m lng khch hng n tt c cc qun Highlands coffee sgim ng k.

Ngay l p tc pha Highlands Coffee ln ting phn minh vi d lun v gin x p ntha v i pha khch hnggim thiu thit hi cho uy tn thng hiu.

Theo ng Thi, ti c s sn xut bnh ca Highlands, bt c sng k qua my sng0,1 mm v chuyn qua my tr n, nh nhuyn trong vng 25 pht r i cho vo l n ng.Ton b quy trnh vo khun, l n ng, trang tr thnh phm u c thc hin khpkn ti x ng v c phiu kim tra cht l ng sn phm cho mi mbnh. Tt cccthnh phm khng t yu cu u b loi b tr c khi chuyn sang khu ng gi v vnchuyn. Gia cc khu ny cng c cc phiu bn giao, k nhn.

Cng theo chs hu Highlands Coffee, kh c thxut hin chut ti c s sn xut bnh ca cng ty. B i v c2 tun mt ln, Cng ty Rentokil c thu n phun thucdit cn trng ti ni sn xut v cc qun c ph ca Highlands. Ring khu vc sn xut,


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ton b cc khu vc bp c bao bc v nim phong ng trong sut 12 ting t chc phun thuc dit trng.

Highlands l p mt i thanh tra r sot cc khu sn xut.

Ban thanh tra Cng ty CP Vit - Thi k t lun khng hc scchut chui vo trong bnh trong qu trnh sn xut.B Nguyn Ngc Hn, G Ti p th - Cng ty Vit - Thi cho bit, hin svic ny c lnh o Cng ty Vit - Thi v v chng ng Dietmar dn x pn tho. V chngng Dietmar c th cm n Vit - Thi rt nhit tnh gii quyt vvic ny v v chng ng Dietmar khng c mun truy cu trch nhim Vit - Thi vvn ny na.

Sau v vic ny c th thy Highlands Coffee x l khng hong rt tt. H nhn v vic mt cch rt nghim tc iu tra tm hiu v lm r vn trchng v gii truyn thng. Nhng y cng l mt bi hc cho Highlands Coffee mt thng hiu mnh, c th mt c chc, thm ch hng trm nm to dng, nhcht mt thng hiu li n gin hn nhiu.Trong cng tc an ton v sinh thc pcc khu ch bin, Highlands Coffee cn khng nh hnh nh mt thng hiu an phi hon ho trong tng sn phm a ra th trng, khng nn nhng v vitrn xy ra trnh nh hng n thng hiu.

2/ Highlands Coffee b t "n cp" tn min Trung Nguyn Trong qua trnh xc tin ng k s hu tn min trungnguyen trn Internet titrng Australia, Cng ty Trung Nguyn pht hin Cng ty The trustee for HinchliTrust ng k tn min ca Trung Nguyn di hnh thc mt website giao dthng mi: www.trungnguyen.com.au.

Nhm chun b cho chin lc pht trin mi, n lc a c ph Vit Nam chinh phtrng th gii, Cng ty Trung Nguyn tin hnh th tc ng k s hu tn trn Internet nhiu th trng quc t. iu ng ch v rt ngc nhin l khi truvo tn min nu trn th c dn n website phn phi trc tuyn cc sn phm


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thng hiu Highlands Coffee ca Cng ty c phn quc t Vit Thi t tr s t Nam.

Tuy ni dung website ny c hin th ton b bng ting Anh, nhng khi c k

snh th ngha c bn ging hon ton cc ni dung bng ting Vit c th hinwebsite ca Cng ty c phn Vit Thi quc t. Khng ch ging v ni dung, hnhhnh thc, hai website cn ging hon ton v h thng sn phm, hnh nh bao b im khc bit duy nht l v ngn ng th hin trn website. iu ny gy ngcho rt nhiu khch hng quc t khi truy cp vo website ny v Trung Nguyn nc nhiu thc mc ca khch hng ti th trng Australia l ti sao li bn cHighlands trn website ca Trung Nguyn? Nhiu khch hng sau khi tm hiu t cmua sn phm c ph Highlands v yu cu c cung cp cc h thng sn phmTrung Nguyn.

Vic Cng ty c phn quc t Vit Thi thng qua Cngty The trustee for HinchliffeTrust ti Australia ng k s dng tn min Trung Nguyn lm tn website thmi l hnh ng c ch ch v c ngy trang rt kho lo bng vic ng k shp php tn min nu trn, nhng r rng vic s dng tn thng mi ca T Nguyn lm tn min trn Internet kinh doanh c ph gy nhm ln ngi

dng lm nh hng n uy tn thng hiu ca Trung Nguyn l hnh vi khng nhn trong kinh doanh

Vic lin kt, hp lc vi cng ng c bit l lin kt ngnh, tng doanh nghip nlc a c ph Vit Nam c mt v th xng ng vi quc gia xut khu c phnh th gii l iu rt cn thit. Tuy nhin thc hin iu ny bng hnh vi c tdng tn thng hiu ni ting khc kinh doanh nh ca Cng ty c phn quc tThi l vi phm o c kinh doanh v to nn mt mi trng cnh tranh khng

mnh, gin tip lm cho khch hng quc t c nhng nhn nhn khng tt vi cng doanh nghip Vit Nam.

Qua vvic ny c thnhn thy r rng mt iu Highlands Coffee sdnh lu vo ccvkin tng. V thng hiu Highlands Coffee sb thit hi v cch lm n gian ln.


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IV/ SO SNH CAF HIGHLANDS VTRUNG NGUYN

1/ Sn phm

Trung Nguyn:

Ngoi vic kinh doanh c ph phc v tr c tip, c ph phin v c ph ha tan nggi/h p. Trung Nguyn cn kinh doanh bansler chui chng G7.

p ng nhu cu th ng thc c ph ca tng nhm khch hng khc nhau, Trung

Nguyn to ra mt chui sn phm a dng

Sn ph m ph thng: Nhm sn phm ny gm ba loi: Loi 1: Nu Sc sng, loi2: I Kht vng, loi 3: S Chinh phc.

Sn ph m trung c p: Gm cc sn phm: Passiona, C Ph Sng To, Gourmet Blent,House Blend, C Ph ChPhin, Ht Rang Xay

Sn ph m cao c p: Gm cc sn phm: Weasel (chun b ra mt), Diamond

Collection (chun b ra mt),Legendee, Classic Blend (chun b ra mt)

C ph ha tan G7:

- G7 3 in 1 - G7 ha tan en - G7 Cappuccino - G7 2 in 1

Vic Trung Nguyn cho ra i mt lot nhng sn phm c ph Sng to c ng itiu dng r t a thch v yn tm vcht l ng ca c ph Trung Nguyn. Hc r tnhiu sla chn b i cc loi sn phm nh: Sng to s1, 2, 3, 4, 5. tuy nhin v i qunhiu sn phm sng to cng c th lm khch hng lng tng tr c qu nhiu slachn m khng hiu ht cc loi sn phm ny.


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Highlands:

Cc sn phm ca Highlands coffee bao gm cc sn phm mang m phong Vit Nam cng vi dng sn phm mang hng v quc t.

C ph mang hng v quc t: Espresso- Full City RoastEspresso-Cinnamon RoastEspresso-Aribica SupremeEspresso-DecaffeinatedC ph mang hng v truyn thng: C ph snh iu

C ph truyn thng C ph di sn Highlands cng phc vkhng ch c ph, ung m c n nhanh, nh hn, thm chkinh doanh cc ca hng Nike.

2/ Nh ng quyn

Trung Nguyn:

im c bit trong hthng phn phi ca Trung Nguyn chnh l nh ng quynkinh doanh, mt chin l c gip Trung Nguyn khc bit vi i thcnh tranh v gp phn to l n vo mng l i phn phi ca Trung Nguyn. Cc ca hng caf Trung Nguyn c mt kh p c n c t p trung nhiu cc thnh phl n l H Ni v TP HCM, bng cht lng v phong cch ring c o ca mnh Trung Nguyn nhanh chchinh phc th trng trong n c.Khng dng li , Trung Nguyn bt u athng hiu ca mnh ra th tr ng thgi i v i chin lc nh ng quyn kinh doanh u

tin ti Singapore vo nm 2000. Tuy nhin, thnh cng n vi Trung Nguyn vo nm2002 khi hxut hin ti Nht Bn, vi thnh cng Trung Nguyn c b c nhyvt. n nay thng hiu Trung Nguyn c mt 50 quc gia nh Nht Bn, ThiLan, Singapore, Trung Quc v Cng ha Sc. Caf rang Trung Nguyn cng c mttrong siu th v cc ca tim M, c, ng u, Php, Nga


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Trung Nguyn c mng l i phn phi r ng kh p bao gm cc hnh thc phn phi ccim bn l, cc i l, siu th , trung tm thng mi trong c nc. Nm 2006 Trung Nguyn cho ra i 500 siu th mini G7 mart c xy dng da trn gi tr thnghiu ca Trung Nguyn cng v i 70 trung tm phn phi trn c n c to nn mt h thng phn phi hng hu.

Highlands:hc hi kinh nghim nh ng quyn thng hiu, Highlands Coffee sau khi mua li100% thng hiu Ph 24, ng chchui ca hng c ph Highlands ng bn li 50% bphn kinh doanh ca Cng ty Vit Thi ti Vit Nam (gm thng hiu ph 24 v c ph Highlands cho Jollibee Foods v i gi 25 triu USD. i li scphn trong VTI,

Jollibee ng cho tp on ny vay thm 35 triu USD v i li sut ch 5%.Highland mua li Ph 24 nhm a thng hiu ph ni ting ny vo danh mc menuca mnh. Song song vi , Highland cng bn 50% cphn ca mnh cho Jollibee v imc ch a thng hiu Highland vo bn trong cc ca hng ca Jollibee trc nhxm nh p th tr ng caf Vit Nam ca hng caf chui Starbucks ni ting thgi i.

Thng v nh ng quyn ny gip cHighland v Jollibee cng cthm sc mnh tr cs cnh tranh khc lit ca cc hng caf v thc n nhanh dng chui trn th tr ngVN.

3/ Phn khc khch hngTrung Nguyn:Khng xc nh r khch hng mc tiu: Vi t cch l ngi i sau trong lnh vc c ph ha tan Trung Nguyn nn tm ra khong tr ng th tr ng, phn khc th tr ng, phn khc khch hng mc tiu. B i v phong cch v thi quen ca mi ng i khi ung

c ph l khng ging nhau. C ng i ung c ph n gin l hc thi quen ung c ph tnh to trong cng vic hoc hc t p, hkhng quan tm nhiu n nhn hiu haychng loi c ph, min sao c c ph ung. Tuy nhin, c ng i ung c ph l th gin, gii tr sau khi lm vic mt nhc hoc n thun l h thch th ng thc hngv c ph ca mt nhn hiu no . Cng c khi ng i ta ung c ph l v thng hiuni ting ca cng ty, h scm thy snh iu hn, c phong cch chuyn nghi p hn


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qua vic ung c ph ca mt nhn hiu ni ting.Trong khi chin l c ca Trung Nguyn li nhm vo i a s ng i tiu dng Vit Nam.

Highlands:i t ng khch hng m Highlands Coffee v ang phc v l nhmng i tiu dng trunglu,gi i vn phng, gi i tr .

Vic ung c ph y cng c khch hng cm nhn r ng mnh thuccc tng l p tr n . Hoc nhng khch hng thucnhng tng l p trn, khng th ung c ph mt ca hng bnhth ng khngthnghiu, hphi ung HighlandsCoffee ni cuy tn thng hiu, mt phn l khng nh ng c p camnh.Highlands Coffee lun ch tr ng vic to nn mt bu khng khth ng thc c

ph tht thoi mi vy hng kh i cho khchhngn th ng thc mi ngy. Ngitrong qun nhm nhi tch c ph, tn h ng khng kh mtr i, c vi trang bo, lngngheiunhc m du v thgin, khng th v no c thso snh c. V chc chn, baocngthng, lo lng sb b li pha sau.Gi i doanh nhn khi lmn, m phnh p ng v i i tc, nhiu khi t c mt h p ng nh mong i,cng phi ai tc, hay khch hng ca mnhi n ung. Highlands Coffee l mta im r t h p l. Chng ta c thddng bt g p nhiu nghs,nh bo ra voth ngxuyn cho mc chcng vic ti y.Kt h p v i vic th ng thc c ph, khch hngt i qun c ph cn c mc ch th gin, x stress sau nhng gi lm viccngthngnht l i v i dnvnphng. Ngoi ra,cngphi k n mt i nghnghu ca khchn c ngoi v Vit kiu mi gi saumt qu trnh shopping nhit tnh ch Bn Thnh hay lang thang ngm ph x Si Gncng th ng chn HighlandsCoffee lmimdng chn.V i cc bn tr cn mt a im h p mt, h p nhmhay hn h th Highlands Coffee l mt n i l t ng ca nhiu khchhng. Nhiu nicn c cnhng phng dnh tchc cc bui h p mt, sinh nht

4/ Phong cch c a hng

Trung Nguyn:

H thng ca hng c ph Trung Nguyn th khng kh khn g chia h thng nythnh 3 cp khc nhau. V i c p 1 l nhng qun c cht l ng tt, mang phong cch


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n t ng, cung cch phc v tt, trang tr mang mu sc Ty Nguyn. C p 2 l nhngqun c ph Trung Nguyn bnh thng, cch trang tr khng c g c bit, cung cch phc vtt. C p 3 l nhng qun v i khng gian nh, trang tr s si, cht l ng phc v khng tt. V i mt hthng ca hng nh th ny, Trung Nguyn cha tht s to cmt hnhnh chung cho hthng ca mnh.

Highlands:

im mnh ca Highlands Coffee chnh l t p trung l n chi ph vo thu a im, ch yu l cc khu thng mi cao c p v qun trung tm.

Hthng ca hng ca Highlands Coffee c chia lm hai kiu: trong nh v ngoi tr i:

Cc khng gian trong nh mang phong cch sang tr ng, m cng ph h p v i nhngng i thch s ring t v yn tnh. V i khng gian ny, thloi nhc thng c chil nhc Jazz.

Trong khi , cc ca hng ngoi tr i li mang mt phong cch khc hn: nhiu cy xanhha h p vi thin nhin ph h p v i nhng ngi nng ng, thch snhn nh p.

Bng hiu Highlands Coffee c thit k kh bt mt vi 2 gam mu chnh l v

tr ng. Khung ch mu ni bt trn nn n mu trng r t dnhn bit. Bng hiukhung hnh bu dc, c treo cao, mang phongcch Ty phng.

Thit k ca hng:

n tng u tin khi n Highlands Coffee l mt khng gian sang tr ng v i hai gammu ch o l -en. Nhng chic n lng mu gn lin v i cc chui ca hngca Highlands Coffee. Chnh v mu sc ny lm cho cc qun ca Highlands Coffeec cm gicm p v thun nt ng. Bn cnh , Highlands Coffee cn l sk th p v i cc gi tr phng Ty biu hin qua cc bn ghbng g, nhng chic ghbnhto. V i nhng qun ngoi tr i, c ph Highlands Coffee t im nhn vo nhng chicd tr ng, ni bt mt gc, g i nh n phong cch cc qun c ph ngoi tr i hayPhp.


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Bn ghca cc qun ny nhgn hn, c thdi chuyn d dng, nhng vn lm bngg v c nt ng nht vi cc qun trong nh. c bit, khi n cc qun c phHighlands Coffee t trong cc ta nh sang tr ng nh Vincom, Parkson, khch hng cthnhn thy Highlands Coffee v i sn lt bng g, tch bit hn Highlands Coffee v icc khu vc xung quanh. c bit, cc qun trong nh ca Highlands Coffee cn tnhng chic bn cao v i ghxoay ging nh bn cc quy bar, hng ra ng, phc vcho nhng khch c nhu cu ngi mt mnh ngm ng ph. Chnh cch by trk t h p -u to nn mt nt ring cho Highlands Coffee. Khch n qun, bn cnhnhng loi n c ung v thc n ngon ming cn nhn c gi tr cm nhn n t khng gian thoi mi, sang tr ng v ng c p.

Vic b tr mt bng ti Highlands Coffee kh h p l: quy pha ch c t ti chnhgia qun (khch hng c th quan st c ddng qu trnh pha chv yn tm v icht l ng sn phm, an ton v sinh, ng th i gip nhn vin nm bt nhu cu v phcvkhch hng tt hn

XUT GII PHP

1/ V sn phm Highlands Coffee c ch ng vng chc trn th trng hin nay phn ln

nh vo chtlng cafe tuyt ho. m bo vic ny, Highlands Coffeecn ch hn na n quy trnhchn nh cung cp, kim tra sn phm, snxut, pha trn, ng gi v bo qun. Cn kim tra nghim ngt quy trnh, chlng sn phm trong khi sn xut v bo qun.Theo tm hiu, hin ti HighlanCoffee ang p dng tiu chun v v sinh an ton thc phm do B Y T banhnh. Trong tng lai Highlands Coffee nn p dng cc tiu chun vsinh ton thc phm quc t nh HACCP i vi cc cc dng sn phm t cafecho n bnh ngt. V cng b giy chng nhn trn website nng cao lng tin ckhch hng trongnc, thun tin cho vic vn ra th trng th gii. c bit, vidng cc tiu chun nys gip ch rt nhiu trong vic x l cc s c v si nh an to n thc phm nh B n h c chut nht.Bn cnh , cng

cn dnh thi gian pht trin cc gi dch v m bit chc rng s li cucc khch hng, nh cc chng trnh th dnh cho khch hng thn thit, chngtrnhdnh cho khch VIP nhng ng i l khch hng t rung thnh vthn thuc ca Highlandcoffee.

2/ V xc tin Tuy hin ti, Highlands Coffee ang y mnh vic qung b trn cc phtin truynthng nh website cng ty, facebook, truyn thng, PR vit bi,... cng ty


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cha c s u t klng to ra cng ng yu thch cafe. n c nh tm trnFacebook c t nht 3 trang mangtn Highlands Coffee, khng bit trang no l chnhthc v trang no cng ngho nn thng tin.Website hin ti ca Highlands Coffee hiti ch l trang cung cp thng tin v sn phm mtch i u , k h n g c t n g tv i k h c h h n g . C h a k n v i c m t t r o n g c c i t h

c a Highlands Coffee l Cafe Trung Nguyn li mnh v mng ny. Marketing Onlinc sc mnhtrong vic li ko khch hng mi, gi chnkhch hng trungthnh, d , Highlands Coffeecn ch n vic to ra mt cng ng online ythch cafe, chia s v cafe,...

3/ V vn ha t chc Con ngi: Trong m hnh kinh doanh dch v, yu t con ngi lun c coi trng bi v, con ngil ngi trc tip cung cp dch v cho khch hng. Do , HighlanCoffee cn c chnh schtuyn chn, hun luyn, o thi, khen thng, x p phn chia cng vic r rng to ramt i ng lm vic chuyn nghip. Bn , to mi trng lm vic ph hp vi gi trcng ty v truyn cm hng lm vcho nhn vin h hiu v say m vi cng vic mnh ang lm. Ch c thi say m cng vic, yu mn cng ty th h mi em li cht lng dchv t t, n cho khch hng. Cn ch trng n vn truyn thng thng hiu ni bmi ngi cng hiu, cng gp sc xy dng cng ty. Vn ha phc v: Hin t i , Highlands Coffee xy dng cho mnhm t quy t r n h ph c v ch un , chuy n nghip theo nh v hin ti ca cngiu quan trng by gi l p dng quy trnh ny mtcch chun nh t, lun lunquan st, rt kinh nghim, x l nhanh chng cc tnh hung pht sinh v citin quy trnh. Nn hc hi cc quy trnh phc v ca phng Ty nng cao chtldch v. Khng gian v hnh thc: Hin ti, Highlands Coffee chai khng gianchnh l khng gianngoi tri v khng gianmy lnh. Cch thit k haikhng gian ny c phn khc nhau v bn gh , lt nn,trang tr,... ph hpvi tng v tr, khng gian ring bit. iu ny, gip Highlands Coffee.

bai word hoan chinh highlands coffee

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