Chin lc thng hiu ca Highlands Coffee

I/ TNG QUAN
1/ Lch s hnh thnh
Ngi sng lp thng hiu Highlands Coffee l ng David Thi, sinh nm 1972 ti min Nam Vit Nam. n nm 1978, ng chuyn n sinh sng ti Seattle. Chng kin hng lot nhng d n kinh doanh cng vi s ln mnh ca hng c ph Starbucks lm thi thc nim am m ca David. ng quyt tm v Vit Nam pht trin ngnh hng c ph khi bc vo tui trng thnh.

c thnh lp t nm 1998 v ch tp trung vo mng c ph ng gi, n nm 2002 th qun c ph Highlands Coffee u tin chnh thc ra mt. Tnh n thi im nay th c hn 40 qun hot ng trn khp Vit Nam.Highlands Coffee ang t tin vo mt tng lai pht trin bn vng cng s vn ln v ln mnh khng ngng ca t nc. Highlands Coffee l mt thng hiu ca Cng ty C phn Vit Thi Quc T (VTI). Mc tiu ca Highlands Coffee l dn u ngnh hng bn l cao cp ti Vit Nam.Mc tiu phn u khng ngng ca Cng ty Vit Thi Quc T l lun dn u th trng bn l cao cp ti Vit Nam.

Qun tr thng hiu - Nhm

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Chin lc thng hiu ca Highlands Coffee

Chuyn ti nhng kinh nghim qu bu mang tm vc quc t trong lnh vc bn l vo th trng Vit Nam l nhim v ca Highlands Coffee, thng qua cch to dng cho cng ty mt thng hiu ring v hp tc vi nhng thng hiu hng u th gii.

2/ Logo

Logo ca Highlands Coffee c hnh ovan c ly tng t hnh nh ca ht c ph. Logo c chia thnh hai vng: mt vng nh bn trong c trang tr vi tng mu trng v c ph ln mt dng mu nu un quanh, nh th l mt ly c ph thm ngon nguyn cht ca Cao nguyn. Pha bn ngoi l mt vng vi tng mu ch o vi dng ch Highlands Coffee. Mu trong kinh doanh tng trng cho sc mnh, uy quyn, nim am m nng nht v c thm c im na l rt d bt mt ngi tiu dng v cng l mu hp phong thy vi ng ch ca Highlands Coffee.

3/ Phng chm
Kt hp nhng tinh hoa ca th gii hin i vi nhng nt duyn v gi tr truyn thng ca Vit Nam. Highlands Coffee khng ngng n lc mang n cho khch hng cm nhn v mt phn ca cuc sng nng ng hin i song hnh vi nhng truyn thng vn ha c o, lu i m cht Vit Nam.

Qun tr thng hiu - Nhm

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Chin lc thng hiu ca Highlands Coffee

4/ Sn phm
Cc sn phm ca Highlands coffee bao gm cc sn phm mang m phong cch Vit Nam cng vi dng sn phm mang hng v quc t. C ph mang hng v quc t: Espresso- Full City Roast Espresso-Cinnamon Roast Espresso-Aribica Supreme Espresso-Decaffeinated C ph mang hng v truyn thng: C ph snh iu C ph truyn thng C ph di sn

Qun tr thng hiu - Nhm

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Chin lc thng hiu ca Highlands Coffee

II/ CHIN LC THNG HIU

1/ Tm nhn
L mt cng ty Vit, Highlands Coffee cam kt v s pht trin ca mt Vit Nam, v mt nn kinh t th trng bng cch cung cp thng hiu ng cp cho tng lp trung lu ca Vit Nam. Chng ti hng ti ng mt vai tr quan trng trong vic ci tin cht lng cuc sngca khch hng thng qua thng hiu ca chng ti. Chng ti khng c nh dng li v s tip tc m rng hot ng kinh doanh hin ti v tip tc pht trin c thng hiu ca chng ti v tip tc tm kim nhng thng hiu lm tha mn khch hng mc tiu m chng ti hng ti

2/ Phn tch nhu cu v tha mn nhu cu khch hng

Nm bt c 5 nhu cu c bn ca con ngi, Highlands Coffee c nhng cch th hin v xy dng thng hiu ring tha mn nhu cu ca i tng khch hng mc tiu nh sau:

a/ Nhu cu v n ung
Highlands Coffee chn lc nhng ht c ph ngon nht, tt nht r a n g v p h c v c h o nhng thc ung, phc v loi c ph Robusta mang m phong cch Vit Nam cng vi dng sn phm Arabica mang hng v quc t. Ti Highlands, khch hng c th thng thc nhng loi c ph ni ting ca th gii nh Espresso Full City Roast, Espresso Cinnamon Roast hay 1 ly c ph thun Vit. khch hng cn s c thng thc nhng hng v khc nhau ca cuc sng, t truyn thng n hin i, t nhng sn phm mang hi hng ca phng ng n phng Ty. Ngoi s a dng chng loi caf ra, Highlands coffee cn phc v cc mn n nh i km nhm p ng a dng hn nhu cu ca khch hng, c bit l nhng du khch nc ngoi v nhng ngi tng sinh sng nc ngoi c thi quen n ung theo phong cch phng Ty.

Qun tr thng hiu - Nhm

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Chin lc thng hiu ca Highlands Coffee

b/ Nhu cu v gii tr
Vi nhc nn ch o l Jazz, Highlands Coffee va to cm gic th gin, li va sang trng, qu phi. iu ny lm tn ln ng cp ca khch hng khi n thng thc ti qun. Bu khng kh ni y tht thoi mi v y hng khi, khng qu n o m nh nhng, su lng. Phong cch phc v nng m v tt nhin khng th thiu c nhng n ci thn thin v mt s nhit thnh, tn tm v khch hng.

c/ Nhu cu th hin ng cp
Highlands Coffee ch chn cho mnh nhng mt tin gn nh p nht trong thnh ph. H thng ca Highlands Coffee bt u ti ta nh Si Gn Center, cc chui coffee shop ca Highlands tip tc mc ln honh trng khp ni, nhng v tr c a ti cc qun trung tm nh Thng X Tax, Diamond, ta nh Summerset; c khi li l Etown... c bit, Highlands coffee khng n thun ch l mt qun caf, m l c mt ngh thut, n kt hp hi ha c hai nn vn ha ng ty cho ra i nhng dng sn phm cao cp mang hi hng ca hin i. Tt c nhng nt c trng to nn mt phong cch rt ring ca Highlands coffee. V khi khch hng ngi y, thng thc nhng hng v tinh t ny, h tht s tr thnh c bit v ng cp s c nng ln mt tm cao mi. l nhng g m Highlands coffee v ang thc hin.

3/ Truyn thng thng hiu

3.1. Thng tin v c ph Highlands c cp nht v qung b rng ri trn website ca cng ty www.highlandscoffee.com.vn. Ngoi ra, cng ng thng tin qung co sn phm Espresso Full City Roast trn cc trang VnExpress, Zingme, Dntr. To Facebook Page cng ng yu Coffee. Trong , ng thng t i n v

Qun tr thng hiu - Nhm

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Chin lc thng hiu ca Highlands Coffee

coffee, cch thng thc, cch pha ngon, qu n ngon. (lng qung c o H i g h l a n d s Coffee). 3.2. ng thng tin cc event, gim gi ln Facebook, Email Marketing, Mobile Marketing (SMS Brand name, games App): Gi thng ip qung co v khuyn mi n cc khch hng nhm chuyn ti thng ip n ngi dng. 3.3. Bn cnh , Highlands Coffee cn phi hp vi cc trang web nhm qung b rng ri vi hnh thc bn cc Voucher gim gi, u i cho khch hng n vi qun trn website: www.nhommua.com 3.4. C o f f e e t h c h i n n h i u c h n g t r n h khuyn mi nhn cc s kin c bit. Ngy 9-3, Ban Gim c cc khch sn Mercure cng b chng trnh hp tc vi chui ca hng c ph Highlands Coffee gip nhau cng qung thng hiu ti th trng Vit Nam. 3.5. Nhn dp k nim Sinh Nht Ln Th 11, Highlands Coffe s hu bi cng ty VitThi Quc T - chnh thc cng b chng trnh khuyn mi c bit. Ch vi 22.000 khch hng c th thng thc hng v caf sa v caf yu thch (gi thng thng 33.000cho caf v 35.000 caf sa ), ti cc chui ca hng ca Highlands Coffee. 3.6. Bn cnh , Highlands Coffee cn l mt thnh vin nng ng trong cc hat ng x hi. Highland Coffee rt quan tm v ti tr cho hng lat cc chng trnh t thin, vn ha v th thao. Danh sch cc chng trnh m Highland Coffee ti tr: American Independence Day, Australia Day, Canada Day, Terry Fox Run, Fun Run for Charity,

5/ Vn ha t chc
5.1. Yu t con ngi
Vi s pht trin nhanh chng cc chui qun Cafe, Highlands Coffee a yu t con ngi l vn c quan tm hng u. V ch khi chm lo tt li ch cho
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Chin lc thng hiu ca Highlands Coffee

cc nhn vin th mi c th hng n vic phc v khch hng tt hn v xy dng mt thng hiu c lng tin cy ca khch hng th doanh nghip cn hiu r khch hng ca mnh hn ai ht v lun ly s h i l n g c a n g i t i u dng lm trng tm cho mi hot ng. Cng trong nh hng y, Highlands Coffee dc tm to cho mnh mt sn phm tt, nht qun v cht lng cng nh trong cch phc v v th hin. - S pht trin v trng tn ca cng ty Highlands Coffee s phi da rt nhiu vo nhng con ngi xy dng nn n. Chnh v l , Highlands Coffee lin tc u t vo vic o to mt i ng nhn vin gii gip t hng hiu pht trin bn vng. i ng lao ng ti h thng qun Highlands Coffee a phn l trnh cao ng, trung cp chim khong trn 60% c cu lao ng ti cc qun. Cc nhn vin c o to theo nhiu hnh thc nhng hnh thc o to trc tip thng l o to ti ch,ring bn qun l h thng qun v tr l s c i o to thc t, a h vo cc C th ni chin lc u t pht trin i ng nhn vin ca Highlands Coffee l mt chin lc cc k ng n, nhn vin ca cng ty c tr lng rt cnh tranh, h thng lng bng, chnh sch phc li r rng, cht ch c xem xt hng nm.

5.2. Vn ha phc v
Khch hng c th n ung c ph trc tip ti qun hoc thng qua website hay gi in n qun book ch trc nu i ng ngi v vo thi gian cao im gi c nhng v tr tt. Khi n qun khch hng c nhn vin gi xe ca Highland hng dn tn tnh ch u xe ph hp v ly v xe. Khi bc vo qun khch hng nhn c s cho n nhit tnh ca nhn vin phc v v khch hng s c dn n nhng v tr ch ngi tt theo mnh. Cung cp menu khch hng la chn ung. Khch hng c th chn ung t chn hoc nh nhn vin qun t vn chn nhng ung ngon ca qun. Trong lc ch i (thi gian ch i phc v ung khong t 10 - 15 pht i vi sinht, v nhng thc ung phc tp, 5 pht i vi c ph hoc nhng ung n gin) khch hng c phc v tr min ph v tn hng m nhc ca qun. Khch hng c th yu cu nhn vin phc v ly cc loi bo v tp ch theo yu cu. Khi ung c pha ch xong, nhn vin phc v s

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Chin lc thng hiu ca Highlands Coffee

mang ra cho khch hng v chc khch hng thng thc ngon ming. Nhn vin qun s quan st khch hng chm tr hoc p ng nhng yu cu khc m khch hng yu cu nh thm ng, thm ,Khi ung xong khch hng c th thanh ton bng tin mt hoc ATM khi tnh tin. Khch hng c th n quy tnh tin tnh trc tip hoc gi nhn vin phc v n thu tin ti bn. Khi ra v khch hng c tip tn ca qun ci cho, cm n v hn gp li ln sau. Nhn vin gi xe ca qun ly xe cho khch v nhc xe theo hng khch hng cn i.

5.3. Khng gian v hnh thc

L mt thng hiu phong cch, Highlands coffee t trn nim tin vo vic em li chokhch hng nhng tri nghim tinh t nht v c ph. thc hin c iu , tt c mi khu u phi c thc hin nghim ngt v ng tiu chun. T vic ch chn lc nhng ht c ph ngon nht, tt nht rang v phc v cho nhng thc ung, n vic to nn mt bu khng kh thng thc c ph tht thoi mi v y hng khi, phong cch phc v nng m v tt nhin khng th thiu c nhng n ci thn thin v mt s nhit thnh, tn tm v khch hng.

6/ Cc chin lc thng hiu ca Highlands

6.1/ Chin lc m hnh kinh doanh theo chui
Cng vi ln sng franchise ang n r, ti Vit Nam. Tuy cha c con s thng k c th, nhng c tnh vi nm gn y, m hnh kinh doanh chui tng t 20 30%/nm. Highlands Coffee cng ang n lc m rng h thng chui ca hng ca mnh. c thnh lp t nm 1998, n nm 2002 th qun c ph Highlands Coffee u tin chnh thc ra mt. Tnh n thi im ny th Highlands Coffee c gn 100 qun hot ng trn khp Vit Nam. C th nhn thy m hnh chui ca hng ang pht huy th mnh v mt qung b, xy dng hnh nh thng hiu v mang li hiu qu cho Highlands Coffee.

Qun tr thng hiu - Nhm

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Ngoi ra, gi c cc chui ca hng cng to sc cnh tranh bi khi kinh doanh theo chui, doanh nghip s mua c nguyn vt liu gi s, gim c chi ph marketing, qung b thng hiu. Tuy nhin, doanh nghip t m chui ca hng v t qun l nh Highlands Coffee cng phi i mt vi nguy c b gim uy tn.Nu qun l khng tt mt ca hng s nh hng ti uy tn ca cc ca hng cn li v d nh v bnh c chut ni trn.V tt nhin, mc ri ro s cao do s tin u t ln. V vy, vi hnh thc ny Highlands Coffee phi c bc i thn trng hn, chp nhn chm m chc, v phi m bo cht lng ng nht trong chui.

6.2/ Chin lc mua bn v sp nhp (M&A) 6.2.1. Thu tm Ph 24h

Gii kinh doanh gn nh ch bit n giao dch M&A gia Highlands Coffee v Ph 24 khi n kt thc vi vic 100% vn c phn Ph 24 thuc v Highlands Coffee. Thng tin chi tit c cc bn lin quan gi kn. C hai hnh thc kinh doanh chui ca hng ph bin. Mt l doanh nghip sau khi xy dng thng hiu, lm marketing vi chui ca hng s tin hnh nhng quyn kinh doanh nh trng hp ca Ph 24. Th hai l doanh nghip t qun l chui ca hng ca mnh v khng bn franchise nh Highlands Coffee trc khi bn 50% c phn cho Jollibee. Ti sao Ph 24 c m hnh kinh doanh khc m Highlands Coffee li quyt tm mua? Cha k vi nm nay, thng hiu Ph 24 c du hiu i xung v b ngi tiu dng ch t (tng t 24.000 ng/t nm 2003 ln 39.000 ng/t nm 2012), cht lng dch v sa st, khng m bo c cht lng ng nht trong chui. ng ch Highlands - David Thi - tha hiu nhng hn ch ny ca Ph 24 nhng c l do ng c mua n thun l v li ch ti chnh ( bn li vi gi cao hn), nn cc hn ch ny khng phi ro cn ln. Gi tr tch hp u tin m Highlands Coffee c hng sau khi kim sot Ph 24 c l l a c thng hiu ph kh ni ting ny vo danh mc menu ca mnh. Cha r doanh s ton b chui Ph 24 s ra sao di tay ch

Qun tr thng hiu - Nhm

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Chin lc thng hiu ca Highlands Coffee

s hu mi, nhng ring s t ph tiu th hng ngy chc chn tng thm ng k nh s lng outlet tng thm ca Highlands.

ng Ha, Tng gim c Cng ty t vn chin lc IME Vit Nam d on, c th trc mt Cng ty c phn Vit Thi Quc t (VTI) - ch s hu thng hiu Highlands, s a vo menu thm mt s mn n khc ngoi ph, chng hn cm tm, a dng ha menu cc mn n ca mnh bn cnh th mnh sn c v ung (c ph). Cn nh rng, Highlands chim c nhng v tr thuc loi c a nht trung tm H Ni v TP.HCM. Mt thng v mua bn doanh nghip lun c nhiu ng c khc nhau; c khi n thun t mc ch u t ti chnh, c khi hng n vic m rng/a dng ha hot ng kinh doanh. Theo ng Thng - Masso Consulting xt v ng c ti chnh, vic mua bn n thun l nhm tm kim li nhun. Do vy, chin lc mua lun gn kt vi vic s bn li cho mt i tc mc tiu no vi mc gi cao hn. Theo cch nhn ca ng Ha, trong trng hp ny dng nh Highlands Coffee thc hin u t ti chnh, d b ngoi h thc hin u t c kim sot bn b mua li. chiu ngc li, Ph 24 cng nhm n li ch ti chnh khi bn li thng hiu h ct cng gy dng t nm 2003. Nu suy lun ny chnh xc, th vic Ph 24 v Highlands Coffee khc nhau v m hnh kinh doanh chui khng cn quan trng i vi Highlands, bi h c k hoch bn li cho i tc nc ngoi. Tch hp hai chui qun c ph v ph thng qua hai tn tui ln vo trong mt thng v M&A l bc i khn ngoan ca VTI.

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Chin lc thng hiu ca Highlands Coffee

Nhn din ch mi Highlands qun l Ph 24 th sao? ng Ha nh gi cao tnh chuyn nghip, h thng t chc v qun l ca Highlands (mt phn nh c ngi nc ngoi tham gia qun l ngay t u). Theo ng Ha, VTI c chin lc t u v thc hin rt nht qun trong qu trnh pht trin (v v tr, danh mc, gi, dch v, h thng nhn din...). "Highlands tin rng, nu Ph 24 do h qun l s to ra gi tr ln hn", ng Ha nhn nh. Tm li, d vi mc ch u t ti chnh hay m rng/ a dng ha hot ng Highlands Coffee u c li trong thng v ny.

6.2.2. Bn Highlands Coffee cho Jollibee.

i li 49% b phn kinh doanh Vit Nam v 60% b phn kinh doanh Hng Kng ca tp on VTI, Jollibee ng cho tp on ny vay thm 35 triu USD vi li sut ch 5% v 25 triu USD. Ti sao Highlands v Jollibee hp tc vi nhau? C David Thi ln Jollibee u nhn thy c vin cnh Starbucks s thm nhp th trng Vit Nam trong tng lai gn. Tn tui cng nh nhng thnh cng ca Starbucks cc th trng khc l mt mi e da cho Highlands Coffee. Nhiu kh nng ng ln n t M s l i th cnh tranh thc tip phn khc doanh nhn m Highlands Coffee ang chim u th. Mc ch ca Highlands trong thng v ny l Jollibee s a thng hiu Highlands vo bn trong cc ca hng ca Jollibee, gip tng th phn nh vo lng khch hng trc y ca Jollibee. Thng v nhng quyn ny gip c Highlands v Jollibee cng c thm sc mnh nu mun ng vng trc sc cnh tranh khc lit t cc i th sng s v thc n nhanh nh KFC, Subway, Lotteria.

Qun tr thng hiu - Nhm

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6.3/ Chin lc pht trin sn phm 6.3.1 Combo bnh m v c ph

Highlands a vo menu ca mnh Combo kt hp gia bnh m truyn thng v c ph c ch bin, phc v theo phong cch Highlands. Bnh m c phn v gin, c rut, c kp vi nhn ty chn, c th l ch la hoc u h. Nhng mn n thn quen c khoc o mi, ph hp hn vi phong cch, li sng tr trung.

So vi c ph thng thng, c ph 2G trong combo, hay cn c gi vi ci tn hin i c ph th h 2, c pha ch hi khc mt cht: lp di l sa xay tan vi trng tinh, pha trn l c ph nguyn cht, c thi quen nhm nhp tng thnh phn ring trc khi quyn u.

6.3.2 Phong cch thit k mi m ti caf Highlands

Gn y, Highlands quyt nh th nghim mt phong cch thit k mi tr trung hn nhm m rng phn khc khch hng. a im u tin c la chn l Highlands
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Chin lc thng hiu ca Highlands Coffee

Phm Ng Lo gc ng Phm Ng Lo - Thm, mt trong nhng khu ph sm ut ca Si Gn.

Nhm khch hng ca Highlands ti y l nhng ngi tr v mt phn khng nh du khch nc ngoi, va c nhu cu thng thc c ph thun Vit v ngm nhn mt gc Vit Nam qua khng gian m cng. Mt Highlands tr trung v ti mivi "b cnh" a sc mu va nh mi l va nh thn quen. Thay th hai tng mu ch o nu bng s ti mi ca xanh tiffany, trn y nng lng ca thm, mt m ca xanh cm v cn nhiu na nhng mng mu i lp nhng nhp nhng. Highlands Coffee ang c gng ci tin nhng sn phm ca mnh cng phc v khch hng tt hn nhng vn khng nh mt bn sc thng hiu ca mnh.

Qun tr thng hiu - Nhm

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III/ CC V VIC NI TING CA HIGHLANDS

1/ Highlands Coffee v s c chut cht trong bnh
S vic xy ra vo chiu ngy 05/10/2008 (Ch Nht) khi khch hng chnh l phu nhn ca Tin s Dietmar Kielnhofer - Tng Gim c Khch sn Sheraton. Sau khi n c mt phn ca ming bnh mua t Highlands Coffee Highland the Manor - tr s chnh ca Highlands, thuc tp on Vit Thi International - th b ny pht hin c mt con chut con nm ngay trong bnh kem v ngt xu ti ch. V vic c nhanh chng lan truyn trn cc phng tin truyn thng xao ,bo ch gy xn xao d lun . Qua v vic ny d cha bit thc h nh th no nhng s nh hng nghim trng n thng hiu ca Highlands. Trong lng khch hng s c nhiu cht vn khng hiu Highlands qun l cht lng nh th no? Liu trong bnh cn c cc thnh phn khc nh cc cht c t, cc cht ph gia khng m bo sc khe hay khng?V hin nhin khng nhng lng khch hng n Highlands the Manor m lng khch hng n tt c cc qun Highlands coffee s gim ng k. Ngay lp tc pha Highlands Coffee ln ting phn minh vi d lun v gin xp n tha vi pha khch hng gim thiu thit hi cho uy tn thng hiu. Theo ng Thi, ti c s sn xut bnh ca Highlands, bt c sng k qua my sng 0,1 mm v chuyn qua my trn, nh nhuyn trong vng 25 pht ri cho vo l nng. Ton b quy trnh vo khun, l nng, trang tr thnh phm u c thc hin khp kn ti xng v c phiu kim tra cht lng sn phm cho mi m bnh. Tt c cc thnh phm khng t yu cu u b loi b trc khi chuyn sang khu ng gi v vn chuyn. Gia cc khu ny cng c cc phiu bn giao, k nhn. Cng theo ch s hu Highlands Coffee, kh c th xut hin chut ti c s sn xut bnh ca cng ty. Bi v c 2 tun mt ln, Cng ty Rentokil c thu n phun thuc dit cn trng ti ni sn xut v cc qun c ph ca Highlands. Ring khu vc sn xut,

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ton b cc khu vc bp c bao bc v nim phong ng trong sut 12 ting t chc phun thuc dit trng. Highlands lp mt i thanh tra r sot cc khu sn xut. Ban thanh tra Cng ty CP Vit - Thi kt lun khng h c s c chut chui vo trong bnh trong qu trnh sn xut. B Nguyn Ngc Hn, G Tip th - Cng ty Vit - Thi cho bit, hin s vic ny c lnh o Cng ty Vit - Thi v v chng ng Dietmar dn xp n tho. V chng ng Dietmar c th cm n Vit - Thi rt nhit tnh gii quyt v vic ny v v chng ng Dietmar khng c mun truy cu trch nhim Vit - Thi v vn ny na. Sau v vic ny c th thy Highlands Coffee x l khng hong rt tt. H ghi nhn v vic mt cch rt nghim tc iu tra tm hiu v lm r vn trc khch hng v gii truyn thng. Nhng y cng l mt bi hc cho Highlands Coffee c mt thng hiu mnh, c th mt c chc, thm ch hng trm nm to dng, nhng lm cht mt thng hiu li n gin hn nhiu.Trong cng tc an ton v sinh thc phm cc khu ch bin, Highlands Coffee cn khng nh hnh nh mt thng hiu an ton, phi hon ho trong tng sn phm a ra th trng, khng nn nhng v vic nh trn xy ra trnh nh hng n thng hiu.

2/ Highlands Coffee b t "n cp" tn min Trung Nguyn

Trong qua trnh xc tin ng k s hu tn min trungnguyen trn Internet ti th trng Australia, Cng ty Trung Nguyn pht hin Cng ty The trustee for Hinchliffe Trust ng k tn min ca Trung Nguyn di hnh thc mt website giao dch thng mi: www.trungnguyen.com.au. Nhm chun b cho chin lc pht trin mi, n lc a c ph Vit Nam chinh phc th trng th gii, Cng ty Trung Nguyn tin hnh th tc ng k s hu tn min trn Internet nhiu th trng quc t. iu ng ch v rt ngc nhin l khi truy cp vo tn min nu trn th c dn n website phn phi trc tuyn cc sn phm mang

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thng hiu Highlands Coffee ca Cng ty c phn quc t Vit Thi t tr s ti Vit Nam. Tuy ni dung website ny c hin th ton b bng ting Anh, nhng khi c k v so snh th ngha c bn ging hon ton cc ni dung bng ting Vit c th hin trn website ca Cng ty c phn Vit Thi quc t. Khng ch ging v ni dung, hnh nh, hnh thc, hai website cn ging hon ton v h thng sn phm, hnh nh bao b im khc bit duy nht l v ngn ng th hin trn website. iu ny gy ng nhn cho rt nhiu khch hng quc t khi truy cp vo website ny v Trung Nguyn nhn c nhiu thc mc ca khch hng ti th trng Australia l ti sao li bn c ph Highlands trn website ca Trung Nguyn? Nhiu khch hng sau khi tm hiu t chi mua sn phm c ph Highlands v yu cu c cung cp cc h thng sn phm ca Trung Nguyn. Vic Cng ty c phn quc t Vit Thi thng qua Cng ty The trustee for Hinchliffe Trust ti Australia ng k s dng tn min Trung Nguyn lm tn website thng mi l hnh ng c ch ch v c ngy trang rt kho lo bng vic ng k s dng hp php tn min nu trn, nhng r rng vic s dng tn thng mi ca Trung Nguyn lm tn min trn Internet kinh doanh c ph gy nhm ln ngi tiu dng lm nh hng n uy tn thng hiu ca Trung Nguyn l hnh vi khng chp nhn trong kinh doanh Vic lin kt, hp lc vi cng ng c bit l lin kt ngnh, tng doanh nghip n lc a c ph Vit Nam c mt v th xng ng vi quc gia xut khu c ph th nh th gii l iu rt cn thit. Tuy nhin thc hin iu ny bng hnh vi c tnh s dng tn thng hiu ni ting khc kinh doanh nh ca Cng ty c phn quc t Vit Thi l vi phm o c kinh doanh v to nn mt mi trng cnh tranh khng lnh mnh, gin tip lm cho khch hng quc t c nhng nhn nhn khng tt vi cng ng doanh nghip Vit Nam. Qua v vic ny c th nhn thy r rng mt iu Highlands Coffee s dnh lu vo cc v kin tng. V thng hiu Highlands Coffee s b thit hi v cch lm n gian ln.

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Chin lc thng hiu ca Highlands Coffee

IV/ SO SNH CAF HIGHLANDS V TRUNG NGUYN

1/ Sn phm
Trung Nguyn:
Ngoi vic kinh doanh c ph phc v trc tip, c ph phin v c ph ha tan ng gi/hp. Trung Nguyn cn kinh doanh bansler chui c hng G7. p ng nhu cu thng thc c ph ca tng nhm khch hng khc nhau, Trung Nguyn to ra mt chui sn phm a dng

Sn phm ph thng: Nhm sn phm ny gm ba loi: Loi 1: Nu Sc sng, loi

2: I Kht vng, loi 3: S Chinh phc.

Sn phm trung cp: Gm cc sn phm: Passiona, C Ph Sng To, Gourmet Blent,

House Blend, C Ph Ch Phin, Ht Rang Xay

Sn phm cao cp: Gm cc sn phm: Weasel (chun b ra mt), Diamond

Collection (chun b ra mt),Legendee, Classic Blend (chun b ra mt) C ph ha tan G7: - G7 3 in 1 - G7 ha tan en - G7 Cappuccino - G7 2 in 1 Vic Trung Nguyn cho ra i mt lot nhng sn phm c ph Sng to c ngi tiu dng rt a thch v yn tm v cht lng ca c ph Trung Nguyn. H c rt nhiu s la chn bi cc loi sn phm nh: Sng to s 1, 2, 3, 4, 5. tuy nhin vi qu nhiu sn phm sng to cng c th lm khch hng lng tng trc qu nhiu s la chn m khng hiu ht cc loi sn phm ny.

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Highlands:
Cc sn phm ca Highlands coffee bao gm cc sn phm mang m phong cch Vit Nam cng vi dng sn phm mang hng v quc t. C ph mang hng v quc t: Espresso- Full City Roast Espresso-Cinnamon Roast Espresso-Aribica Supreme Espresso-Decaffeinated C ph mang hng v truyn thng: C ph snh iu C ph truyn thng C ph di sn Highlands cng phc v khng ch c ph, ung m c n nhanh, nh hn, thm ch kinh doanh cc ca hng Nike.

2/ Nhng quyn
Trung Nguyn:
im c bit trong h thng phn phi ca Trung Nguyn chnh l nhng quyn kinh doanh, mt chin lc gip Trung Nguyn khc bit vi i th cnh tranh v gp phn to ln vo mng li phn phi ca Trung Nguyn. Cc ca hng caf Trung Nguyn c mt khp c nc tp trung nhiu cc thnh ph ln l H Ni v TP HCM, bng cht lng v phong cch ring c o ca mnh Trung Nguyn nhanh chng chinh phc th trng trong nc.Khng dng li , Trung Nguyn bt u a thng hiu ca mnh ra th trng th gii vi chin lc nhng quyn kinh doanh u tin ti Singapore vo nm 2000. Tuy nhin, thnh cng n vi Trung Nguyn vo nm 2002 khi h xut hin ti Nht Bn, vi thnh cng Trung Nguyn c bc nhy vt. n nay thng hiu Trung Nguyn c mt 50 quc gia nh Nht Bn, Thi Lan, Singapore, Trung Quc v Cng ha Sc. Caf rang Trung Nguyn cng c mt trong siu th v cc ca tim M, c, ng u, Php, Nga

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Chin lc thng hiu ca Highlands Coffee

Trung Nguyn c mng li phn phi rng khp bao gm cc hnh thc phn phi cc im bn l, cc i l, siu th , trung tm thng mi trong c nc. Nm 2006 Trung Nguyn cho ra i 500 siu th mini G7 mart c xy dng da trn gi tr thng hiu ca Trung Nguyn cng vi 70 trung tm phn phi trn c nc to nn mt h thng phn phi hng hu.

Highlands:
hc hi kinh nghim nhng quyn thng hiu, Highlands Coffee sau khi mua li 100% thng hiu Ph 24, ng ch chui ca hng c ph Highlands ng bn li 50% b phn kinh doanh ca Cng ty Vit Thi ti Vit Nam (gm thng hiu ph 24 v c ph Highlands cho Jollibee Foods vi gi 25 triu USD. i li s c phn trong VTI, Jollibee ng cho tp on ny vay thm 35 triu USD vi li sut ch 5%. Highland mua li Ph 24 nhm a thng hiu ph ni ting ny vo danh mc menu ca mnh. Song song vi , Highland cng bn 50% c phn ca mnh cho Jollibee vi mc ch a thng hiu Highland vo bn trong cc ca hng ca Jollibee trc nh xm nhp th trng caf Vit Nam ca hng caf chui Starbucks ni ting th gii. Thng v nhng quyn ny gip c Highland v Jollibee cng c thm sc mnh trc s cnh tranh khc lit ca cc hng caf v thc n nhanh dng chui trn th trng VN.

3/ Phn khc khch hng

Trung Nguyn:
Khng xc nh r khch hng mc tiu: Vi t cch l ngi i sau trong lnh vc c ph ha tan Trung Nguyn nn tm ra khong trng th trng, phn khc th trng, phn khc khch hng mc tiu. Bi v phong cch v thi quen ca mi ngi khi ung c ph l khng ging nhau. C ngi ung c ph n gin l h c thi quen ung c ph tnh to trong cng vic hoc hc tp, h khng quan tm nhiu n nhn hiu hay chng loi c ph, min sao c c ph ung. Tuy nhin, c ngi ung c ph l th gin, gii tr sau khi lm vic mt nhc hoc n thun l h thch thng thc hng v c ph ca mt nhn hiu no . Cng c khi ngi ta ung c ph l v thng hiu ni ting ca cng ty, h s cm thy snh iu hn, c phong cch chuyn nghip hn
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Chin lc thng hiu ca Highlands Coffee

qua vic ung c ph ca mt nhn hiu ni ting.Trong khi chin lc ca Trung Nguyn li nhm vo i a s ngi tiu dng Vit Nam.

Highlands:
i t ng khch hng m Highlands Coffee v ang ph c v l nhm ng i tiu dng trung lu, gi i vn phng, gi i tr . Vi c u ng c ph y cng c khch hng c m nh n r ng mnh thu c cc t ng l p trn. Ho c nh ng khch hng thu cnhng tng lp trn, khng th ung c ph mt ca hng bnh thng khng thng hiu, h phi ung Highlands Coffee ni cuy tn thng hiu, mt phn l khng nh ng cp ca mnh.Highlands Coffee lun ch trng vic to nn mt bu khng kh thng thc c ph tht thoi mi v y hng khi cho khchhng n thng thc mi ngy. Ngi trong qun nhm nhi tch c ph, tn hng khng kh mt ri, c vi trang bo, lng nghe iunhc m du v th gin, khng th v no c th so snh c. V chc chn, bao cng thng, lo lng s b b li pha sau.Gi i doanh nhn khi lm n, m phn h p ng v i i tc, nhi u khi t c m t h p ng nh mong i, cng ph i ai tc, hay khch hng ca mnh i n ung. Highlands Coffee l mt a im rt hp l. Chng ta c th d dng bt gp nhiu nghs, nh bo ra vo thng xuyn cho mc ch cng vic ti y.Kt hp vi vic thng thc c ph, khch hng ti qun c ph cn c mc ch th gin, x stress sau nhng gi lm vic cngthngnht l i vi dn vn phng. Ngoi ra, cng phi k n mt i ng hng hu ca khch nc ngoi v Vit kiu mi gi saumt qu trnh shopping nhit tnh ch Bn Thnh hay lang thang ngm ph x Si Gn cng thng chn Highlands Coffee lm imdng chn.V i cc b n tr c n m t a i m h p m t, h p nhm hay h n h th Highlands Coffee l m t ni l t ng c a nhi u khchhng. Nhiu ni cn c c nhng phng dnh t chc cc bui hp mt, sinh nht

4/ Phong cch ca hng

Trung Nguyn:
H thng ca hng c ph Trung Nguyn th khng kh khn g chia h thng ny thnh 3 cp khc nhau. Vi cp 1 l nhng qun c cht lng tt, mang phong cch
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Chin lc thng hiu ca Highlands Coffee

n tng, cung cch phc v tt, trang tr mang mu sc Ty Nguyn. Cp 2 l nhng qun c ph Trung Nguyn bnh thng, cch trang tr khng c g c bit, cung cch phc v tt. Cp 3 l nhng qun vi khng gian nh, trang tr s si, cht lng phc v khng tt. Vi mt h thng ca hng nh th ny, Trung Nguyn cha tht s to c mt hnh nh chung cho h thng ca mnh.

Highlands:
im mnh ca Highlands Coffee chnh l tp trung ln chi ph vo thu a im, ch yu l cc khu thng mi cao cp v qun trung tm. H thng ca hng ca Highlands Coffee c chia lm hai kiu: trong nh v ngoi tri: Cc khng gian trong nh mang phong cch sang trng, m cng ph hp vi nhng ngi thch s ring t v yn tnh. Vi khng gian ny, th loi nhc thng c chi l nhc Jazz. Trong khi , cc ca hng ngoi tri li mang mt phong cch khc hn: nhiu cy xanh ha hp vi thin nhin ph hp vi nhng ngi nng ng, thch s nhn nhp. Bng hiu Highlands Coffee c thit k kh bt mt vi 2 gam mu chnh l v trng. Khung ch mu ni bt trn nn n mu trng rt d nhn bit. Bng hiu khung hnh bu dc, c treo cao, mang phong cch Ty phng. Thit k ca hng: n tng u tin khi n Highlands Coffee l mt khng gian sang trng vi hai gam mu ch o l -en. Nhng chic n lng mu gn lin vi cc chui ca hng ca Highlands Coffee. Chnh v mu sc ny lm cho cc qun ca Highlands Coffee c cm gic m p v thun nt ng. Bn cnh , Highlands Coffee cn l s kt hp vi cc gi tr phng Ty biu hin qua cc bn gh bng g, nhng chic gh bnh to. Vi nhng qun ngoi tri, c ph Highlands Coffee t im nhn vo nhng chic d trng, ni bt mt gc, gi nh n phong cch cc qun c ph ngoi tri hay Php.

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Chin lc thng hiu ca Highlands Coffee

Bn gh ca cc qun ny nh gn hn, c th di chuyn d dng, nhng vn lm bng g v c nt ng nht vi cc qun trong nh. c bit, khi n cc qun c ph Highlands Coffee t trong cc ta nh sang trng nh Vincom, Parkson, khch hng c th nhn thy Highlands Coffee vi sn lt bng g, tch bit hn Highlands Coffee vi cc khu vc xung quanh. c bit, cc qun trong nh ca Highlands Coffee cn t nhng chic bn cao vi gh xoay ging nh bn cc quy bar, hng ra ng, phc v cho nhng khch c nhu cu ngi mt mnh ngm ng ph. Chnh cch by tr kt hp -u to nn mt nt ring cho Highlands Coffee. Khch n qun, bn cnh nhng loi nc ung v thc n ngon ming cn nhn c gi tr cm nhn n t khng gian thoi mi, sang trng v ng cp. Vic b tr mt bng ti Highlands Coffee kh hp l: quy pha ch c t ti chnh gia qun (khch hng c th quan st c d dng qu trnh pha ch v yn tm vi cht lng sn phm, an ton v sinh, ng thi gip nhn vin nm bt nhu cu v phc v khch hng tt hn

XUT GII PHP

1/ V sn phm
Highlands Coffee c ch ng vng chc trn th trng hin nay phn ln nh vo chtlng cafe tuyt ho. m bo vic ny, Highlands Coffee cn ch hn na n quy trnhchn nh cung cp, kim tra sn phm, sn xut, pha trn, ng gi v bo qun. Cn kim tra nghim ngt quy trnh, cht lng sn phm trong khi sn xut v bo qun.Theo tm hiu, hin ti Highlands Coffee ang p dng tiu chun v v sinh an ton thc phm do B Y T ban hnh. Trong tng lai Highlands Coffee nn p dng cc tiu chun vsinh an ton thc phm quc t nh HACCP i vi cc cc dng sn phm t cafe cho n bnh ngt. V cng b giy chng nhn trn website nng cao lng tin ca khch hng trongnc, thun tin cho vic vn ra th trng th gii. c bit, vic p dng cc tiu chun nys g i p c h r t n h i u t r o n g v i c x l c c s c v v s i n h a n t o n t h c p h m n h B n h c chut nht.Bn cnh , cng ty cn dnh thi gian pht trin cc gi dch v m bit chc rng s li cun cc khch hng, nh cc chng trnh th dnh cho khch hng thn thit, chng trnhd n h c h o k h c h V I P n h n g n g i l k h c h h n g t r u n g t h n h v t h n t h u c c a H i g h l a n d coffee.

2/ V xc tin
Tuy hin ti, Highlands Coffee ang y mnh vic qung b trn cc phng tin truynthng nh website cng ty, facebook, truyn thng, PR vit bi,... cng ty
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cha c s u t klng to ra cng ng yu thch cafe. n c nh tm trn Facebook c t nht 3 trang mangtn Highlands Coffee, khng bit trang no l chnh thc v trang no cng ngho nn thng tin.Website hin ti ca Highlands Coffee hin ti ch l trang cung cp thng tin v sn phm mtc h i u , k h n g c t n g t c vi khch hng. Cha k n vic mt trong cc i th c a Highlands Coffee l Cafe Trung Nguyn li mnh v mng ny. Marketing Online c sc mnhtrong vic li ko khch hng mi, gi chn khch hng trung thnh, d , Highlands Coffeecn ch n vic to ra mt cng ng online yu thch cafe, chia s v cafe,...

3/ V vn ha t chc
Con ngi: Trong m hnh kinh doanh dch v, yu t con ngi lun c coi trng,
bi v, con ngil ngi trc tip cung cp dch v cho khch hng. Do , Highlands Coffee cn c chnh schtuyn chn, hun luyn, o thi, khen thng, x pht, phn chia cng vic r rng to ramt i ng lm vic chuyn nghip. Bn cnh , to mi trng lm vic ph hp vi gi trcng ty v truyn cm hng lm vic cho nhn vin h hiu v say m vi cng vic mnh ang lm. Ch c thi say m cng vic, yu mn cng ty th h mi em li cht lng dchv tt, n nh cho khch hng. Cn ch trng n vn truyn thng thng hiu ni b mi ngi cng hiu, cng gp sc xy dng cng ty. Vn ha phc v: H i n t i , H i g h l a n d s C o f f e e x y d n g c h o m n h m t q u y t r n h p h c v c h u n , c h u y n nghip theo nh v hin ti ca cng ty. iu quan trng by gi l p dng quy trnh ny mtcch chun nht, lun lun quan st, rt kinh nghim, x l nhanh chng cc tnh hung pht sinh v ci tin quy trnh. Nn hc hi cc quy trnh phc v ca phng Ty nng cao chtlng dch v. Khng gian v hnh thc: Hin ti, Highlands Coffee c hai khng gian chnh l khng gian ngoi tri v khng gianmy lnh. Cch thit k hai khng gian ny c phn khc nhau v bn gh, lt nn, trang tr,... ph hp vi tng v tr, khng gian ring bit. iu ny, gip Highlands Coffee.

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