HIGHLANDS COFFEE Phn tch mi trng vi m:

1) Yu t khch hng: Trong tin trnh chuyn sang nn kinh t th trng c s cnh tranh gay gt ca cc i th cnh tranh v xu th hi nhp kinh t quc t, t do ha thng mi th doanh nghip cn ch v quan tm nhiu hn trong vic xc nh i tng khch hng ca mnh. Highlands Coffee chn cch i theo nhng ngi khng l nc ngoi bng cch dung ha hng v v phong cch trong nc v nc ngoi. V i tng khch hng m Highlands Coffee v ang phc v l nhm ngi tiu dng trung lu, gii vn phng, gii tr. Vic ung c ph y cng c khch hng cm nhn rng mnh thuc cc tng lp trn. Hoc nhng khch hng thuc nhng tng lp trn, khng th ung c ph mt ca hng bnh thng khng thng hiu, h phi ung Highlands Coffee ni c uy 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 khch hng 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 iu nhc 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. Gii doanh nhn khi lm n, m phn hp ng vi i tc, nhiu khi t c mt hp ng nh mong i, cng phi a i 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 ngh s, 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 cng thng nht 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 sau mt qu trnh shopping nhit tnh ch Bn Thnh hay lang thang ngm ph x Si Gn cng thng chn Highlands Coffee lm im dng chn.

Vi cc bn tr cn mt a im hp mt, hp nhm hay hn h th Highlands Coffee l mt ni l tng ca nhiu khch hng. Nhiu ni cn c c nhng phng dnh t chc cc bui hp mt, sinh nht 2) i th cnh tranh: Theo cc chuyn gia, Highlands coffee c nh gi l chui cafe ln th 2 sau cafe Trung Nguyn, nn c th ni: Trung Nguyn l i th mnh nht ca Highlands coffe. V gn y nht, Starbucks- ngi khng l trong lnh vc cafe M thm nhp vo Vit Nam cng c nh gi l 1 di th ng gm ca Highlands. Ngoi ra, cn phi k ra c Gloria Jeans v The Coffee Bean, Highlands cng phi d chng cc i th ny. Xin c im danh 2 i th cnh tranh mnh nht ca Highlands coffee: - Xin c xt v cafe Trung Nguyn: T mt thng hiu c ph non tr hnh thnh vo nm 1996 Bun M Thut, Trung Nguyn hin ti l mt trong nhng thng hiu c ph hng u Vit Nam. Trung Nguyn c mt nhiu quc gia trn th gii, trong c nhiu th trng kh tnh nh Trung Quc, Nht Bn, Singapore. Trong mng c ph ha tan, Trung Nguyn cng kh thnh cng vi dng sn phm G7. Trung Nguyn cng xut khu c ph sang gn 60 quc gia. Hng ny d tnh tng s ca hng ln 200 trong hai nm ti. Trung Nguyn c li th l nh vo lng t ho ca ngi Vit: Ngi Vit Nam dng hng Vit Nam . Nu i phn tch k th ta c th so snh 2 hng cafe nh sau: +V i tng khch hng : Trung Nguyn hng ti mi i tng, nhng tp trung vo th trng cp thp bnh dn hn. Cn Highlands th tp trung phn khc vo th trng cp cao hn, Highlands thnh cng trong vic thu ht cc i tng doanh nhn hoc thu nhp cao. + V a im: Highlands ch chn m ca hng nhng mt tin p trong thnh ph. iu ny va th hin ng cp, va gip Highlands Coffee nh v l mt thng hiu c ph sang trng, snh iu. Cn i vi Trung Nguyn, ta c th bt gp bt c ni no nu mun. + V vn ha: T thn c ph l mt nt vn ha. Tuy nhin, cc yu t gia tng c th a thm vo. Sch l mt v d. Th ph c ph, hay Thin ng c ph, hay. g na Bun M Thut va l kht vng quyn lc th hin tinh

thn dn tc ca ng Nguyn V, va th hin nguyn v vn ha cao . Nn, Trung Nguyn c v ang thng th Highlands im ny. + V cht lng phc v: Highlands cafe vi 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 cng vi li th v wifi v nn nhc Jazz ch o to cm gic th gin v sang trng c v ang rt c lng khch hng. Trong khi , Trung Nguyn li ang xung cp v cht lng phc v. + V gi c: Gi c ph Highlands t hn Trung Nguyn t 10-20 nghn/tch. Nn Trung Nguyn s tip cn vi cc i tng khch hng d hn. + V sn phm: Ngoi vic kinh doanh c ph phc v trc tip, c ph phin v c ph ha tan ng hp/gi, Trung Nguyn cn kinh doanh bn l vi chui ca hng G7. Highlands cng phc v khng ch c ph, ung m c cc n nhanh, nh hng, thm ch kinh doanh cc ca hng Nike; +V chui cc ca hng: Highlands Coffee tr thnh chui ca hng c ph ln th hai Vit Nam vi 54 chi nhnh sau cafe Trung Nguyn l hn 60 ca hng. => Vi nhng li th vn c ca Trung Nguyn, Highlands cn phi c gng rt nhiu c th vt mt qua ni ng vua cafe Vit ny. - Xt v Starbucks Coffee: Chui c ph ln nht th gii s phi vt qua th thch v khu v, thng hiu a phng, i th quc t v hng nghn qun va h trn cc ng ph Vit Nam, nhng vi li th c xem nh l ngi khng l trong lnh vc cafe M, Vit Nam cha hn l th trng kh n vi Starbucks. +Trong nm 2012, Starbucks Vit Nam khai trng 1 ca hng ti qun 1, TP.HCM do Cushman & Wakefield Vit Nam m nhim v d kin u nm 2013 Starbcuks Vit Nam s khai trng thm 6 ca hng ti TP.HCM v H Ni. +Tt c nhng c im lm nn s khc bit ca Starbucks - thng hiu c ph hng u ca M nh phc v khch hng trong vng 3 pht; Ch vi 2 l tn v 1 i ng nhn vin hon chnh, Starbucks c th phc v 220 khch hng/gi; Ca hng tuyn b phc v 87.000 ung kt hp khc nhau v cc nhn vin pha ch no cng c th lm bt c mt loi no trong s m khng h nao nng. +Nu ai c bit ti Starbucks mt cch r rng nht th Starbucks l mt thng hiu phc v c ph theo phong cch . Vi vic chn phn khc khch hng l gii nhn vin vn phng v nhng ngi khng c nhiu thi gian.

Vi mt ly espresso nng thng thc nhanh. Hoc em n ni lm vic hoc nh. l th m bo vic Starbucks s phc v c 220 khch hng/gi. +Starbucks c th phc v 87.000 loi ung khc nhau +Nhng c 1 vn i vs Starbucks l: ngay t khi thm nhp vo Vit Nam, b ng L Nguyn V-mt trong nhng ngi thnh cng nht trong lnh vc c ph Vit Nam lin tc ch bai: "Starbucks khng ng ngi. H u c bn c ph. Ngi ta n y ch chng t mnh hin i v c tnh thi. Nu l dn nghin c ph tht, anh s n ch ti".Starbucks tht gii trong vn in su mt cu chuyn vo tm tr ngi tiu dng, nhng nu chng ta nhn vo nhng yu t ct li ca h, nhng g m h ang lm d t, ng V nhn xt. H khng bn c ph, m ang bn nc c mi c ph pha vi ng. hin i v c tnh thi. Nu l dn nghin c ph tht, anh s n ch ti". p li nhng iu ny, "ngi khng l" cafe M li tuyn b: H khng coi Trung Nguyn l i th v thay v coi chng ti l i th, anh V c th coi chng ti l nhng ngi bn. Tm li th Starbucks coffee vn ang cn phi ang tm cch tip cn vi i tng khch hng Vit Nam m h cn nhm ti. =>Vi nhng li th mang phong cch chuyn nghip ca th trng th gii nh vy, Highlands coffe xem ra phi d chng hn vi i th ny. 3) Nh cung cp: -L mt thng hiu phong cch, Highlands Coffee t trn nim tin vo vic em li cho khch hng nhng tri nghim tinh t nht v c ph. thc hin c iu , tt c mi khu u c thc hin nghim ngt v ng tiu chun. T vic ch chn lc nhng ht c ph ngon nht rang cho n vic to nn mt bukhng kh thng thc c ph tht thoi mi v y hng khi. - Vi cam kt v cht lng m bt u t khu chn mua nhn c ph, Highlands Coffee ch lm vic vi nhng nh cung cp c uy tn cho nhng ht loi A tt nht. Sau , phng th nghim s thc hin nhim v kim tra mu hng chc chn hng phi t nhng tiu chun nghim ngt t ra. Sau khi nhp hng vo kho, cng nhn s la loi i nhng ht km cht lng. Ch cn mt ht c ph km cht lng st li c th ph hu ton b cht lng ca mt l hng. ......

4) sn phm thay th
Sn phm thay th l mt trong nhng nhn t quan trng tc ng n qu trnh tiu th sn phm ca doanh nghip. K thut cng ngh cng pht trin cao s to ra kh nng tng s loi sn phm thay th. Cng nhiu loi sn phm thay th xut hin bao nhiu s cng to ra sc p ln n hot ng tiu th sn phm ca doanh nghip by nhiu. gim sc p ca sn phm thay th doanh nghip cn phi c cc gii php c th nh: u t i mi k thut cng ngh nng cao cht lng sn phm cnh tranh vi cc sn phm thay th v lun ch n s khc bit ho sn phm hoc tng cng xc tin sn phm cc sn phm thay th a) Nescafe ca Nestle :

L nhn hiu c ph ha tan hng u trn th gii vi b dy lch s 70 nm. Ti Vit Nam thng hiu ny tr nn quen thuc vi hu ht mi ngi v l mt trong nhng thng hiu c th phn cao ti Vit Nam. Hin ti, Nescafe c mt nh my sn xut caf ha tan vi cng sut 1000 tn/nm cho php cng ty c kh nng p ng mt cch tt nht nhu cu ca ngi tiu dng. b) Vinacafe ca Cng ty CP caf Bin Ha:

Bt u i vo sn xut t nm 1979 v hin ti l hng caf chim th phn cao ti Vit Nam vi b dy kinh nghim ca mnh. Vi nh my sn xut caf ha tan vi cng sut 3000 tn/ nm Vinacafe tr thnh doanh nghip ln nht v nng lc sn xut v dn u v cng ngh sn xut c ph ha tan. c) Caf Vinamilk ca Cng ty CP sa Vit Nam- Vinamilk: Hin ti, Vinamilk c mt nh my c ph vi tng vn u t gn 20 triu la M, trn din tch khun vin ti 60,000 m2 ti Bnh Dng. Nh my c cng sut 1,500 tn/nm, c trang b mt dy chuyn sn xut c ph cc k hin i mi cng on. Mc d trc y, ngi ta ch bit n Vinamilk l mt cng ty chuyn sn xut sa, nhng vi tham vng a dng ha sn phm, Vinamilk nghin cu v cho ra i sn phm caf ha tan ln u tin xut hin trn th trng vo thng 7/2006. Tuy ra i sau Nescafe, Vinacafe v Trung Nguyn nhng vi nhng n lc khng ngng ca mnh th trong thi gian khng xa Vinamilk c th tm ra ch ng ca mnh trn th trng ny. d) Maccoffee ca Food Empire Holadings: L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam. Nhng nm u ca thp k 90 chng kin nhng chuyn bin mang tnh cch mng Vit Nam. theo kp bc tin ca thi i, Food Empire Holdings cho ra i MacCoffee mt sn phm y tnh sng to gp phn thay i thi quen ung c ph ca ngi tiu dng. L nhn hiu c ph 3 trong 1 u tin xut hin ti Vit Nam, vi cng thc pha ch c o kt hp gia cc ht c ph thng hng, kem v ng, MacCoffee em n s thun tin cho ngi yu thch c ph.