Highlands Coffee is a Vietnamese coffee shop chain founded in 1998 with over 30 outlets across Vietnam. It brings a fresh Western style to the Vietnamese coffee shop industry, featuring modern decor, services, products, and management approaches. The document outlines Highlands Coffee's organizational structure, financial reports from recent years showing increasing revenue and profits, and a SWOT analysis noting its strengths in consistent Western style and product diversification and weaknesses in premium prices and lack of promotion.

1. Highlands Coffee

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. Introduction
Chairman
Human
Resouces
Department
Research
Department
Financial
Department
Districts Managers
(Highlands Coffee
Shop)
Marketing
Department
Regional
Director

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. 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. 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. Product
Diversification in coffee and other beverage, outstanding
kinds such as:
espresso capuchino latte
Vanilla latte Caramel Macchiato Drip coffe

8. Service
Professional
Enthusiastic
Smile
Caring

9. Place:
Perfect , luxury comfortable place to install the
shop
The coffee shop chain mainly concentrated in:
Restaurant – Hotel state

11. • 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

12. 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

13. 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

14. 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.

15. Reference
Website:
http://www.highlandscoffee.com.vn
http://www.proxi.vn/real-life-in-marketing-details.aspx?ai=115

16. THANK YOU FOR YOUR ATTENTION