Highlands coffee

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Marketing coffee.
In-Class Activity under supervison of Dr.Ho Cao Viet

Published in: Marketing, Education, Business
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Highlands coffee

  1. 1. Highlands Coffee
  2. 2. Introduction • Highlands Coffee known since 1998, owned by Viet Thai International joint stock Co. • About 30 outlets all over Vietnam • Highlands Coffee brings a fresh style to coffee shop business field • Highland’s distribution system expands rapidly but closely controlled, no agency, no franchise... • New style of decoration, performance, services and products; modern management, good facilities
  3. 3. Introduction Chairman Human Resouces Department Research Department Financial Department Districts Managers (Highlands Coffee Shop) Marketing Department Regional Director
  4. 4. Founded in 1998 and just focus on packaged coffee, to 2002, the Highlands Coffee cafes first official release. Up to now it has nearly 100 stores, concentrated in big cities:Ho Chi Minh City, Hanoi, Haiphong, Danang, Vung Tau, Dong Nai District Managerment Store Director 1 Store Director n Waiter/WaitressAssistant Delivery Staff Securities GuardBartender
  5. 5. STT Khoản mục 0 1 2 3 I TỔNG DOANH THU 3,456,000,000 5,184,000,000 6,336,000,000 Công suất hoạt động dự kiến 30% 45% 55% - Sản lượng tiêu thụ 86,400 129,600 158,400 - Giá bán/DVSP 40,000 40,000 40,000 II TỔNG CHI PHÍ 2,142,480,000 2,380,080,000 2,538,480,000 1 Biến phí 475,200,000 712,800,000 871,200,000 - Nguyên vật liệu 475,200,000 712,800,000 871,200,000 - BHYT+PL+BHXH - - - - CP quản lý - - - - CP bán hàng - - - - Chi phí khác - - - - Lãi vay vốn lưu động - - - 2 Định phí 1,667,280,000 1,667,280,000 1,667,280,000 - Điện 36,000,000 36,000,000 36,000,000 - Nước và internet 36,000,000 36,000,000 36,000,000 - Lương 335,280,000 335,280,000 335,280,000 - CP quản lý 270,000,000 270,000,000 270,000,000 - CP bán hàng - - - - CP thuê đất 960,000,000 960,000,000 960,000,000 - CP khác 30,000,000 30,000,000 30,000,000 - KHCB - - - III Lợi nhuận trước thuế 1,788,720,000 3,516,720,000 4,668,720,000 - Lãi vay TDH 75,369,002 50,246,002 25,123,001 - Thuế TNDN 500,841,600 984,681,600 1,307,241,600 IV Lợi nhuận sau thuế 1,212,509,398 2,481,792,398 3,336,355,399 Năm
  6. 6. Chỉ tiêu Số lượng bàn: 20 bàn 20 bàn 20 bàn Tổng số ly/bàn/ngày: 4 ly/bàn/ngày 4 ly/bàn/ngày 4 ly/bàn/ngày Giờ hoạt động/ngày: 10 tiếng/ngày 10 tiếng/ngày 10 tiếng/ngày Thời gian trung bình sử dụng 1 bàn 1 tiếng 1 tiếng 1 tiếng Tổng số ly bán/ngày: 800 ly/ngày 800 ly/ngày 800 ly/ngày Công suất bình quân của quán 30% 45% 55% Số lượng bán bình quân: 240 ly/ngày 360 ly/ngày 440 ly/ngày Giá bán bình quân/ly: 40,000 đ/ly 40,000 đ/ly 40,000 đ/ly Doanh thu bình quân/ngày: 9,600,000 đ/ngày 14,400,000 đ/ngày 17,600,000 đ/ngày Năm 1 Năm 2 Năm 3
  7. 7. Product Diversification in coffee and other beverage, outstanding kinds such as: espresso capuchino latte Vanilla latte Caramel Macchiato Drip coffe
  8. 8. Service Professional Enthusiastic Smile Caring
  9. 9. Place: Perfect , luxury comfortable place to install the shop The coffee shop chain mainly concentrated in: Restaurant – Hotel state
  10. 10. • Price – priced at high level but not the top – average price from VND22,000 for each drink/ dining • Promotion – offer 2 kinds of card as sales promotion and brand image building VIP card: price-offs, free goods, gifts, rewards and other specialty advertising items, discount card for loyal customers or on special occasions
  11. 11. Strengths • New style of mixed culture between the West and the East • Consistency in Western identical decoration and delivery service • Diversify coffee products every six weeks • Good location with beautiful view • Many stores in one city make good brand awareness for Highlands • Staff are friendly and professional • Highlands café follows a modern and effective management • Managing Director of Highlands café is powerful in capital • All Highlands cafe stores belong to one owner, Mr David Thai
  12. 12. Weaknesses • It looks so premium that many customers seem reluctant to enter while they can afford • Western style need time to be suitable for Vietnamese lifestyle • Highlands coffee is rather expensive due to high cost in materials and operating system. • Highlands café does not focus much on promotion campaign. • HL depends much on foreign material
  13. 13. Conclusion Highlands Coffee always look forward to bring their customers the feel of a traditional and modern values ​​. As a famous brand, they put trust in bringing customers the most sophisticated experience of coffee.
  14. 14. Reference Website: http://www.highlandscoffee.com.vn http://www.proxi.vn/real-life-in-marketing-details.aspx?ai=115
  15. 15. THANK YOU FOR YOUR ATTENTION

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