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MarketingService

Name : Vu Thi Ha MyRoll No :SB00991Class :SB0705Lecturer: Luu Thi Thao Nguyen

Individual Assignment

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I. Introduction

1. Highlands coffee

Highlands coffee is one brand of Viet Thai International JSC. Established

since 1998, at that time Highlands only focusing on packaged coffee. Highlands

Coffee brand launched into high end hotels and supermarkets in 2000 via

packaged Roast & Ground Coffee, and then they have some memorable

milestones:

* 2002 They opened their first caf at Metropolitan building, Ho Chi Minh City.

A week later, the first outlet opens in Hanoi, also marked the relentless

development of the company

* 2006 Highlands Coffee at Saigon Center launched with a new look, open up a

future of investment scale.* 2007 - 2013: Up to present, Highlands developed into a big system with 58

coffee shop in 5 cities of Vietnam.

Highlands concentrated into 2 array of coffee products: traditional and

international flavor of coffee. In addition, to meet the demand for fast food, some

of Highlands facility also serves breakfast and pastries.

Traditional Flavor H ng v qu c t * Modern Coffee

* Traditional Coffee

* Heritage Coffee

* Espresso-Full City Roast

* Espresso-Cinnamon Roast

* Espresso-Arabica Supreme

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* Espresso-Decaffeinated

2. Paris Gateaux

Paris Gteaux is 5 star pastry shop chain of Grand Union Vietnam JVC,

specializing in tart, bread, coffee and teas. Main products of Paris Gateaux

revolves around four main areas: Bread, cakes , drinks including tea, coffee and

cream products.

The architecture of Paris Gteaux outstanding with luxurious,

elegant in white tone. Inside, there are tables, sofas with soft colors

are blue and mainstream chocolate brown gives diners a warm, familiar

bu t no le ss ex qu is ite . Coming to Paris Gteaux customers not only enjoy

French pastries with excellent taste but also witnessed space in style and elegance

of French.

Not only famous for pastries and breads, beverages Paris Gteaux Tingle

also lists the types of scrumptious as Capuccino coffee, Americano, Latte caramel,

green tea with ice cream, milk tea Okinawan with black sugar , matcha milk with

coffee beans imported from South America, teas and natural syrup imported from

Taiwan.

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campaign, emphasizing the universal

nature of products like white coffee or

bread with sausage in moderately priced

compared to market prices. It brings

great efficiency to extend customer

segments with medium income, that they

can still enjoy the luxury coffee

Highlands with reasonable price.

- However, there is difference in some

various location on pricing, menu items

with no specific notification to

customers. Specifically, the price on

Highlands Megastar Cineplex is 20%

lower than the Highlands Nha Tho Street

and they do not serve some dishes even if

it appears on the menu. The lack of

synchronization is likely to cause

aversion because of dubious distinction

of services.

it will have no effect on the impression

view for new customers, they cannot get

the information even when they go to the

street that have a branch of Paris

Gateaux.

- The price change will not be notified to

the customer. But in return, come to visit

the stalls of Paris Gateaux cakes,

customers will be very interesting to see

specific information about the origin,

ingredients of each type of cake. As a

result, customers will be easier to choose

products that they want. The advantage

of Paris Gateaux is their products always

create a new feel to the origin and

difficult to imitate in other rivals.

Order - taking In order service, the two companies are not focusing too much, it is stop at reserve

table but not specialized for the particular meeting because of the noisy public places.

The development of the membership card is not implemented as much as the new

coffee shop, the main reason probably is the long lifetime and the loyal customer

base of both are relatively stable.

Billing Except on Megastar Highlands,

customers are order drinks at the table.

The confirmation of waitress must be

carefully to avoid errors. The customers

rarely have the bill right after completed

their order, mostly when checkout, and

many people just pay the bill without

Order item and get the bill must be done

in one stage at the PG checkout corner.

It reduces the errors due to customers

directly check the bill, but it is time

consuming. It leads to an extension of the

waiting stage of other customers, and it is

easy to miss one of the special

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checking it. requirements of each customer's dish.

The requirements of customers for their

items was checked in the cup shell and

go to the processing areas and the

employees often forget or confused the

requirements of customers so the

customers often feel inhibited and have

to accept that drink or complaint and wait

for the changing things.

Payment Both companies mainly use traditional payment methods by special services that are

offered on-site. Customers in the Highlands and Paris Gateaux is mostly paid in cash

with no specialized machine. In Highlands, they have a lot of foreigner customers, so

they use the visa card for payment method but the method is quite slow because of

not having a machine to calculate the exchange rate. While another countries are

familiar with the card, this is a huge disadvantage not only of Highlands and Paris

Gateaux but most services in Vietnam.

2. Enhancing service

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Highland coffee Paris Gateaux

Consultation If you have time to experience all the

Highlands site, customers will feel that

the staff here is trained very carefully

about the basic operations. Due to be

served at the table, so employees here

have more conditions to care for each

customer's unique needs. For example,

when reading a long menu of Highlands,

customers will be confused between the

dishes, and need an advice and

information from the service staff, they

are quick to advise customers so

customers can take the immediate choice.

More thoughtful, most of the drinks here

have abroad style that unfamiliar with

Vietnam customers, Highlands

employees often help provides specificguidance to customers so they can

properly enjoy their drinks in the right

way. This brings great sympathy from

customers and easily locate them in mind

not only the experience but also taste

sensation.

Paris Gateaux has the advantages of

diversity in the product difficult to

imitate. Compared with Highlands , Paris

Gateaux actively give advice to

customers in the way they put the name

of the menu item. As mentioned above,

not only cakes, but drinks menu also help

customers quickly figure out their needs

and choices immediately (eg, green tea

ice cream, green tea peach, ...), only a

few really special, but it does not take too

much time of employees to explain to

customers. We see clearly articulated in

the payment model and the set up menu

to reduce waiting time at the checkout

counter. However, this also caused

consequences because such availableinformation can induced laziness of staff.

They do not take the initiative to ask

customers, only resolved when the

customer needs and must revealed.

The feedback reflected the attitude of the

service staff of Paris Gateaux is not

enthusiastic happen frequently.

Hospitality - Basically, when customers come, will

have an open door staff and guests

bowed, but we often see this behavior

will not sync at all stores and all times of

the day.

- When you come to Paris Gateux shop,

you will often hear that: "Paris gateaux

salutes you" but after a while, customers

will easily recognize it is a very basic

script type, sometimes repeated as an

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- Highlands has free water service to

customers. But particularly for take away

customers, they do not get the

enthusiastic attitude of staff and no

waiting area for customers to sit.

In a view of the patron of Highland, I

see the inconsistency in service here. The

staff has good skills but not closely

monitored and maintained for a long

time. Besides good feedback, the others

is not thoroughly overcome.

- Quality of restroom at Highlands

relatively clean, however the customer

will often take a long time to find a toilet

because the instructions are not the same

and not clear in every place.

obligation with insensitive attitude.

- Like Highlands, Paris Gateaux has no

waiting area for customers, but instead,

customers will be attracted by a pastry

counter because of arranging the layout

and provide interesting information, or a

trial cake at the cashier. Therefore, the

waiting time of customers is less boring.

- Toilet is always a problem in

restaurants, coffee shops in Vietnam. In

contrast to the brightly decorated, the

toilet is in pretty poor investment.

Frequent lack of soap and toilet paper is a

problem in all branches of Paris Gateaux.

Particularly with Paris Gateaux To Hien

Thanh, the customers cannot distinguish

among male and female toilets.

Safekeeping All branches of Highlands has the

security to lead the vehicles forcustomers and each vehicles has a ticket

to ensure safe.

The security has only task that sorted

vehicles as much as possible.

Exception The main problem of both is the compensation for customers are not satisfactory.

When they have a mistake, they often mere apology and try to persuade customers to

use that defective items and rarely re-do the items for customers or a new item is

added incentive to appease customers

III. Recommendation

Through these above analysis, it is clear that the two major problems that both of

companies are having such services are inconsistent and lack important aspects of products

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