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Highlands coffee
 

Highlands coffee

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Marketing coffee.

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

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    Highlands coffee Highlands coffee Presentation Transcript

    • Highlands Coffee
    • 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
    • Introduction Chairman Human Resouces Department Research Department Financial Department Districts Managers (Highlands Coffee Shop) Marketing Department Regional Director
    • 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
    • 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
    • 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
    • Product Diversification in coffee and other beverage, outstanding kinds such as: espresso capuchino latte Vanilla latte Caramel Macchiato Drip coffe
    • Service Professional Enthusiastic Smile Caring
    • Place: Perfect , luxury comfortable place to install the shop The coffee shop chain mainly concentrated in: Restaurant – Hotel state
    • • 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
    • 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
    • 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
    • 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.
    • Reference Website: http://www.highlandscoffee.com.vn http://www.proxi.vn/real-life-in-marketing-details.aspx?ai=115
    • THANK YOU FOR YOUR ATTENTION