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1. GROUP ASSIGNMENT
Subject: SAL301- Professional Selling
Class: MKT17C01
Group: 2
Lecture Phạm Thùy Trang
Member Dương Duy Nhật - DS170062
Dương Nhật Minh - DS170025
Nguyễn Phan Thịnh - DE160385
Nguyễn Lê Tĩnh Gia - DS170043
Nguyễn Phương Thảo - DS170421
Trần Quang Tiến Đạt - DS170090
Trần Đình Gia Bảo - DS170252

2. TABLE OF CONTENT
1. Product Introduction
2. Market analysis and Target market
3. Sale Strategy analysis, Results
4. Issues and Risk
1. PRODUCT INTRODUCTION:
● Product: coffee, milk tea, combo flowers and drinks
● Price:
Drink Price
Black Coffee
Milk Coffee
The Salted Coffee
Milktea
20,000 VND
20,000 VND
25,000 VND
27,000 VND
● Highlight your USP: The combination of flowers and water used separately
on Woman International Day, this combination increased sales.
● Overview of the selling plan
Week Day Activities
3 Friday 19/1/2024 Practice selling coffee and milk tea
in class
4 Saturday 22/1 - Wednesday 24/1 Practice selling coffee and milk
tea online
5 Monday 29/1 - Wednesday 31/1 Practice selling coffee and milk tea
online
Tet Holiday
6 Wednesday 21/2 - Thursday 22/2 Practice selling coffee and milk tea
online

3. 7 Monday 26/2 - Monday 1/3 Practice selling coffee and milk tea
online
7 - 8 Sunday 3/3 - Friday 8/3 Order combo “flower and drink”
8 Friday 8/3 + morning and evening: Ship
combo “flower and drink”
+ afternoon: Practice selling
coffee and milk tea in Women
International Day
9 Friday 15/3 Report final revenue
● Revenue
Products Number Revenue
Coffee 40 cups 800,000 VND
Coffee combo 18 combo 306,000 VND
Souvenirs 18 pieces 450,000 VND
Traditional game “Bầu Cua
Tôm Cá "
935,000 VND
Total 2,491,000 VND
2. MARKET ANALYSIS & TARGET MARKET
2.1: Market Analysis of Coffee & Milk tea
● Large market: Coffee is one of the most popular beverages worldwide, with
Vietnam being a major coffee exporter. However, milk tea is the most
favorite drink of Generation Z. This indicates the industry of potential and
high competitiveness.
● Diverse trends: Consumers increasingly demand diverse coffee and milk tea
products, from different roasts and brewing methods to innovative beverages
with unique flavors.
● Health & convenience: The trend of health-conscious coffee and milk tea
with organic, low-sugar options. However, coffee, an energy-boosting

4. beverage, is also on the rise. Additionally, the convenience of online ordering
and home delivery is becoming increasingly popular.
2.2: Target Market of take-away Coffee & Milk tea for FPT Students:
a. FPT Students:
● This group demands affordable and convenient drinks to bring with them
when going to school or hanging out.
● Needs: Delicious drinks, affordable prices, diverse flavors, many promotional
programs, and available seating for studying.
b. Office workers in FPT campuses:
● This group needs quick and convenient drinks to start their day or re-energize
during work hours ( mainly coffee ).
● Needs: Delicious drinks, reasonable prices, online ordering availability, and
fast delivery.
c. Other potential customer groups include:
● Sports-people: Need coffee to replenish energy after exercising ( Football
team, Basketball team,...)
● People who love convenience: Need coffee and milk tea that can be taken
anywhere, anytime around the FPT University area.
To attract each customer group, take-away coffee shops for FPT students need
to:
● Provide delicious drinks: Delicious drinks are the key factor to attracting
customers.
● Offer reasonable prices: Competitive prices will attract more customers,
especially students.
● Present diverse flavors: Meet the diverse needs of customers, especially
creative drinks that suit the preferences of young people.
● Ensure convenience: Provide online ordering, fast delivery, and available
seating for studying.
● Implement effective marketing: Utilize suitable marketing channels to reach
the target market, such as social media, websites, and on-campus promotions.
2.3 Market analysis of flowers:

5. ● Demand:
- The demand for fresh flowers at cultural events, especially International
Women's Day on March 8, is always high.
- Vietnamese and international students both want to give flowers to friends,
lovers, and family.
- Flowers are a meaningful gift, expressing affection and appreciation.
● Determine customer needs:
- Demand for flower types: roses, tulips, orchids, lilies,...
- Price needs: cheap flowers, mid-range flowers, high-end flowers
- Service needs: flower bouquets, flower baskets, flower boxes, flowers with
gifts,...
● Supply market :
- There are many flower shops at FPT University, including: Fresh flower
shop in school, Student groups sell flowers online.
● Competitors:
- The flower selling market at FPT University is highly competitive.
- Florists need to have effective competitive strategies to attract customers.
2.4 Target market:
● Main customer groups:

6. - Vietnamese and international students are studying at FPT University.
- Teachers are teaching at FPT University and F-School.
● Potential customer group:
- Lecturers and school staff Guests attend a folk culture event.
3. Sale Strategy analysis, Results
4. Issues and Risk
What were the issues that you faced
during the selling period?
How did you solve them?
Finance: A shortage of funds for
purchasing equipment, materials, and
operational expenses.
Efficient cost management: Developing a
meticulous plan for necessary purchases.
Monitoring and tightly controlling
expenses, seeking ways to cut unnecessary
costs, and optimizing existing resources.
Creating additional income sources:
Finding ways to increase additional income
such as selling souvenir items, selling
flowers, organizing gambling games like
"Gourd Crab Shrimp Fish," enhancing
marketing efforts, and developing
supplementary product lines to boost
revenue.
Product quality: The quality
deteriorates when not properly stored
at the right temperature.
Adjusting the raw material ratio to match
the daily target to avoid excess inventory.
Part of the campus lacks refrigeration
facilities to maintain temperature, so
adjusting the amount of coffee sold per day
is crucial.
Competitiveness: There are too
many coffee shops outside and even
Presenting enticing marketing strategies
and providing the most attentive customer

7. within the event, creating an
intensely competitive environment.
support services to attract customers.
Customers will receive a 10% discount
when purchasing 2 cups of coffee or milk
tea.
Weather: heatwave Creating a booth with sufficient shade to
ensure customers are not affected by the
heatwave when they come to make
purchases.
Retail location:
+ Online selling: only selling
through online platforms and
having minimal direct
interaction with customers.
+ Offline selling: the location of
the booth is obstructed from
view.
Connects with other coffee shops to
directly increase revenue. Regarding the
booth, due to limited visibility, we deploy
2-3 individuals to stand in front to reach
closer to customers and make our booth
more noticeable.
Funny game: The issue regarding
legal regulations of the school
concerning the use of real money in
gambling games.
Closing the game to comply with the
school's regulations.
Customer feedback: Customers'
feedback is based on personal
preferences. Each individual has
different tastes, so there will be both
positive and negative feedback.
For positive feedback:
"We sincerely appreciate our customers'
support and kind words. Thank you for
choosing us."
For negative feedback:
"We take note of all feedback and
continuously strive to improve. Before
preparing any drink, we will inquire about
our customers' preferences, whether they
prefer sweet, bitter, bold flavors, etc., to
ensure we craft the most suitable beverage
for each individual customer.
Sale Team
Name Roles Responsibilities
Duong Duy Nhat Sales manager Creating sales plans, managing
sales volume, and monitoring

8. sales performance of the store
Duong Nhat Minh Customer Relationship
Manager
Building relationships with
customers, managing loyalty
programs, and creating
promotions
Nguyen Phan Thinh Sales associate Providing product consultation,
serving customers, and creating
positive experiences for
consumers
Nguyen Le Tinh Gia Financial Management
Director
Managing all aspects of finance,
particularly capital, budget, and
profit earned from business
operations
Nguyen Phuong
Thao
The head of marketing
team
Responsible for marketing
strategy, brand promotion, and
prospecting potential coffee
customers
Tran Quang Tien Dat Coffee brewing
specialist
Ensuring smooth operations of
coffee and salt cream production,
providing technical support when
necessary
Tran Dinh Gia Bao Preservation specialist Responsible for coffee, milk tea
and salt cream quality control to
prevent ingredient spoilage and
ensure the best flavor profile
RESULTS
1. Total Revenue
Date Total Revenue
19-Jan 810,000
22-Jan 753,000
23-Jan 719,000

9. 24-Jan 654,000
29-Jan 748,000
30-Jan 586,000
31-Jan 575,000
21-Feb 389,000
22-Feb 476,000
23-Feb 427,000
26-Feb 455,000
28-Feb 425,000
01-Mar 552,000
07-Mar 429,000
08-Mar 3,495,000
TOTAL 11,307,000
2. Quantity of each product type sold
- Milk tea: 141 cups
- Salt cream coffee: 67 cups
- Milk coffee: 97: cups
- Black coffee: 26: cups
- Flowers and coffee: 11 set
Milk tea is the best-selling product in our group. The first tactic we use is to reduce
the price of same-priced products on the first day of sales to attract customers to
experience the product. Besides, we sold and consulted customers' tastes on the first
day to adjust the sweetness, tea strength as well as the richness of milk tea. This is

10. our most important strategy: listening to customers and selling the products they
want. Additionally, we combine coffee with flowers to sell for International
Women's Day on March 8 as a strategy, helping us reach new customers and
significantly increase revenue.
3. The next campaign
The campaign on March 8 is a new and promising opening, we plan to continue the
same campaign on October 20. We will devise a plan for this campaign to gain more
revenue and profits. We have the idea of attaching the wishes that the buyer wants to
send to the other person at a reasonable cost with a set of flowers and milk tea, those
wishes are not similar to the models available on the market. Thanks to that, we will
have a new customer base, people who want to send love messages to their women.
4. Improving the sale process
- We plan to find more employees to improve the product-making process, and
shorten the time to reduce customer dissatisfaction when waiting for products
for a long time when there are many customers.
- In addition, we will change the packaging to be more eye-catching and have
simpler printed patterns on the cups following the new trend of simplified
packaging on the market. We switched from plastic bags to eco-friendly cloth
bags or compostable bags. Changing from a bridge lid to a direct drinking lid
with coffee dishes so that customers can enjoy coffee directly in a more
"Vietnamese" way, like in the past when plastic straws did not appear.
Thanks to that, it is possible to reduce plastic waste in the environment.