Thảo luận nhóm TMU INTERNSHIP REPORT title ANALYZING THE MARKETING STRATEGIES OF FOUR SPRINGS TEA HOUSE

LIST OF ABBREVIATIONS F&B: Food and Baverage LIST OF TABLES, FIGURES, DIAGRAM, IMAGES Figure 1 .1: Total revenue of Four Springs Tea House in 2019, 2020 and first 6 months 2021 Figure

INTERNSHIP REPORT

Title:

ANALYZING THE MARKETING STRATEGIES OF

FOUR SPRINGS TEA HOUSE

Last name: PHAM First name: Yen Van

Academic year: 2018 2021 –

Manager tutor’s last name: LUU HONG DANG University tutor’s last name: CAO TUAN KHANH

HA NOI - 2021

GUARANTEE

I hereby declare that this thesis is my own independent scientific work The data and documents mentioned in the thesis have clear origins and are cited in accordance with regulations The research results in the thesis are researched and analyzed by myself, honestly, objectively and in accordance with reality These results have not been published

in any studies by other authors

Ha Noi, 1 June 2021 st

Author Pham Yen Van

ACKNOWLEDGEMENT

The success and final outcome of this internship required a lot of guidance and support from many people and I am extremely honored to have been able to carry out all these projects All

I did was just for supervision and support and I won't forget to thank them

I am very appreciative and thankful for the project guidance of Mr Cao Tuan Khanh of the University of Commerce for his interest in my work progress until the completion of the internship

I will not forget to remember Ms Bui Viet Thu - the homeroom teacher who encouraged and helped me until I finished the internship

I am grateful and fortunate to have the constant encouragement, support and guidance from all the faculty members of the university of Rouen Normandie University who have helped us complete our course

Thank you to everyone who helped directly and indirectly to complete this internship

Contents

INTRODUCTION 8

PART 1 OVERVIEW OF FOUR SPRINGS TEA HOUSE AND MY INTERNSHIP 9

1.1 Introduction of Four Springs Tea House 9

1.2 Introduction of my project 10

1.2.1 Reasons for choosing the topic 10

1.2.2 Internship position 11

1.2.3 My position responsibilities at the company 12

1.2.4 My main aims during the internship 13

1.3 My internship plan 13

PART 2: FACTORS AFECTING MARKETING ACTIVITIES OF FOUR SPRINGS TEA HOUSE 14

2.1 Analysis of the environment 14

2.1.1 Macro-environment 14

2.1.2 Micro-environment 16

2.2 Market analysis 18

2.2.1 Analysis of the demand 18

2.2.2 Analysis of the offer 20

2.2.3 Strengths and weaknesses of Marketing strategies of Four Springs Tea House 25

2.2.4 Solutions for marketing activities 26

Part 3 MY INTERNSHIP ASSESSMENT 28

3.1 My contribution to the company 28

3.2 My difficulties and solutions 28

3.3 Experience gained 28

Conclusion 29

APPENDIX 30

REFERENCES 33

LIST OF ABBREVIATIONS

F&B: Food and Baverage

LIST OF TABLES, FIGURES, DIAGRAM, IMAGES

Figure 1 1: Total revenue of Four Springs Tea House in 2019, 2020 and first 6 months

2021

Figure 2.1: Customers' satisfaction on the services

Figure 2.2: Survey of customers' occupation Four Springs Tea House

Figure 2.3: Customer's favorite type of tea in Four Springs Tea House

Figure 2.4 Why customers know about Four Springs Tea House :

Diagram 1.1: Four Springs Tea House operating organizational diagram

Diagram 2.5: 3 main type of tea in Four Springs Tea House

Diagram 2.6 Evaluate the difference of product flavor of Four Springs Tea House : compared to other brands

Table 1.1: My internship plan at Tea house

Images 2.1: The space inside the Four Springs Tea House

Image 2.2: Promotional programs of Four Springs Tea House on the delivery apps - May/2021

INTRODUCTION

Four Springs Tea House is the main character in this study By studying Four Springs Tea House 's Marketing strategies - Simple and optimal, we will see the process and results to position a successful brand in a time when the industry market is gradually becoming saturated, causing difficult for trainees and other competitors, but it also comes with opportunities for excellent actors, as well as learning and growth opportunities for everyone

This study was developed because besides the classic marketing methods such as discounts, promotions, etc., it does not bring great advantages in the long run for the brand as well as investors Furthermore, detailed research on a corporate brand in the industry will help one learn about the strengths and weaknesses and find opportunities for the business as well as the industry market in general

This study will analyze data from different sources since the law, online statistical data, statistical data from enterprises, distributors, etc since the beginning of business until now (1/2019-6/2021)

PART 1 OVERVIEW OF FOUR SPRINGS TEA HOUSE AND MY INTERNSHIP 1.1 Introduction of Four Springs Tea House

Full Name Four Springs Tea House

Slogan The taste of nature

Director Mr Luu Hong Dang

Type of company Family owned company –

Four Springs Tea House - a Vietnamese brand in Is F&B industry Providing premium tea drinks and professional service quality, customers can study, work, hold in-store meetings or

to learn and enjoy delicious flavored tea products by professionally prepared Slogan carries

the message that wants to convey to customers: "The taste of nature"

Four Springs Tea House follows the direction of minimalism and nature-friendly This shows the marketing strategy of Four Springs Tea House - simple and optimal, extremely suitable isfor the built business model, making an unique impression on customers

 Geographical location

Four Springs Tea House is located on Hoang Cau Street, a major road in one of the central areas of Hanoi, with a large number of people passing through and many residential and office areas around around This is consistent with the model that Tea Shop built - minimalism, aim

at working people who need a quiet space or families who need to find a relaxing place to enjoy drinks near their house

 Main products

The main products are teas including: Original tea, milk tea, fruit tea and some cakes With only a small number of products but diverse categories, customers can easily choose the right beverage product according to their needs

With the goal of giving customers the best experience, Four Springs Tea House currently has only one establishment, to focus on investing in product quality, service quality, as well as space, wifi network or toilet area are all met according to strict standards to bring satisfaction

1.2.1 Reasons for choosing the topic

With the development of society and the needs of business people and customers, Marketing has become an important and indispensable element in any business activity Therefore, having

a reasonable marketing strategy becomes an extremely important factor to help businesses or brands stand firm in the industry market So that F&B industry is extremely developing in Vietnam in recent years

Four Springs Tea House has reasonable marketing strategies to survive and grow revenue The core factor that Four Springs Tea House focuses on are Customer and Product Quality Tea

House has had marketing programs to promote two main purposes and bringing satisfaction to customers However, with very strong competition in the industry, Four Springs Tea House also have some relatively large challenges in the process of development and integration while their financial and potential are still relatively large

Therefore, I decided to choose the topic "Analyzing the marketing strategies of Four Springs Tea House", from which to draw out the strengths and weaknesses of the program, and make some suggestions to develop marketing of this establishment

1.2.2 Internship position

- My internship position at the company: Marketing Excutive

- Internship position: I worked in Marketing department, responsible for introducing, building and developing marketing programs about the brand and its products(premium tea drinks) There are 2 main staff in this department

Diagram 1.1: Four Springs Tea House operating organizational diagram

(Source: personnel department)

Board of manager

- Internship instructor: Marketing manager - Mr Luu Hong Dang - who has 8 years of experience in the media and advertising industry With his enthusiatic help and support during

my internship, I have general information on the structure of the company as well as gaining more knowledge on the operation of the tea house

1.2.3 My position responsibilities at the company

 Get used to working environment

 Doing the reall marketing activities including

- Operating Marketing programs and strategies with other departments

- Update news and trends of the market

- Administration and development of social networking channels

- Interact with customers; always responding and supporting the needs of customers

- Propose ideas for brand and product marketing strategies; building, developing and improving the content of effective marketing programs

- Connect and solve problems quickly and professionally

- Respond and report back on the results of marketing-related programs/issues

- Research the market, analyze competitors and their strategies

 Conduct a surver on customers’ opinion

In order to understand more about the demand and the satisfaction of the customers on the services of the tea house, I and my tutor in the company decided to carry out a survey on the customers who have used the serices of the company

Participants :

I intended to survey customers who have used the services of the shop.I planned to collect 150 customers in 1 month (1/4/2021 1/5/2021) –

In fact, we only collected 121 right response due to the covid 19 and social distance

Method of the survey: indirect method

We decided to use the google via the wifi system of the shop to collect the questionnaires Customers can decide to do the survey or refuse to do it when they access the internet network Because the social distance in covid 19 , the number of customers coming to our shop was not many so we only collected 121 right responses All the data has been analysed according to the factor affecting marketing activities of the shop

 Support for the Board of Managers in company management

Besides my main tasks above, I also support the board of managements on the development and operation of Marketing programs to distribute products professionally

1.2.4 My main aims during the internship

- Expand brand popularity increases customer base and give the brand the opportunity to cooperate with appropriate partners

- Provide brand and product information to customers: Brand of high-end tea products, professional services, providing space to work/meet

- Increase revenue for the company through the development of Marketing programs to increase product distribution in the market

- Demonstrating the professionalism of the brand

1.3 My internship plan

Table 1.1: My internship plan at Tea house

Week 1 4 –

Get acquainted, learn about the company, learn about the parts and how the company operates

Knowledge on the activities and main products of the tea house and its operation

PART 2: FACTORS AFECTING MARKETING ACTIVITIES OF FOUR SPRINGS

TEA HOUSE

The marketing strategy of Four Springs Tea House revolves around the main theme: Optimization Tea House optimizes everything in operation: Simplify menu, store space, use

of materials and store operations This is especially true when most of the beverage shops want

to have a lot of products or programs to attract customers, but Four Springs Tea House does the opposite, and it completely suitable

2.1 Analysis of the environment

2.1.1 Macro-environment

2.1.1.1 Political situation

Government policies include trade policies, tax policies, competition regulation policies, etc These policies are both a challenge and an opportunity for the F&B industry in Vietnam, when traders and investors both have to be aware of the right changes in business strategy

Trade agreements such as EVFTA and CPTPP have opened up many opportunities, increased the amount of foreign investment capital as well as international integration, helping the situation of the F&B industry in Vietnam more and more opportunities for development

2.1.1.2 Economic condition

In recent years, F&B industry has been assessed as one of the industries with the most potential for breakthrough and long-term development today Business activities of the industry are extremely vibrant, up to 540000 restaurants; revenue in 2019 reached 200 billion USD, although the Covid-19 pandemic had a great impact on the business situation of the industry in particular and the entire economy in general

2.1.1.3 Social factors

Along with the strong development of society, the needs in human life also increase Customers not only choose food and drink products, but also come with other requirements Therefore, F&B of a brand gradually becomes one of the evaluation standards for restaurants, hotels,

of customers mind Good service will build a beautiful image for the brand, attract customers, and become a great advantage compared to competitors in the same industry

In order for the brand to exist and develop stably, businesses need to have brand positioning strategies with the most accurate and most appropriate strategies

applications and software for sales, operation management, planning,

A real-life example that can see the influence of technology on the F&B industry: In March

2020, when major cities in Vietnam were asked to close non-essential business services, revenue from the delivery segment of Starbucks Vietnam has increased by 50% compared to the average monthly revenue, thanks to the promotion of online sales

2.1.1.5 Environmental

For the F&B industry, plastic packaging and bags for packaged products are essential to create convenience for customers and ensure food hygiene and safety Disposable bags and cups become a huge amount of waste, difficult to handle, seriously affecting the climate, living environment and human health

It is estimated that every year, about 78 million tons of plastic packaging are produced worldwide, but the rate of recycling after use is very low field is not processed

In fact, in recent years, many businesses in the F&B sector have made changes in their efforts

to reduce plastic waste such as replacing straws, cup covers or bags with 'biodegradable' materials

2.1.1.6 Legal

Business entities and enterprises need to prepare documents to do business legally and register

in accordance with the law Necessary information for business entities/enterprises for business registration: Determination of business type, company model, business registration documents, certificate of eligibility for food safety products, announcement of business registration contents, seal engraving and seal sample announcement

According to Article 3, Decree 39/2007/ND-CP, coffee shops (whether it is any model or form: book cafe, garden cafe, game cafe ) are not eligible for the exemption business license in accordance with state regulations

Besides, when doing business, businesses/brands also have to pay tax Enterprises normally bear the following taxes: VAT, CIT, PIT (if any) and license fees Ordinary business households are subject to taxes: VAT, PIT and license fees

Four Springs Tea House has also completed legal documents and procedures for successful business registration in the form of business households

2.1.2 Micro-environment

2.1.2.1 Threat of New Entry

According to statistics, Vietnam currently has nearly 600,000 F&B businesses New brands appear more and more, accompanied by services to attract customers There are always new threats to interns - Four Springs Tea House Therefore, businesses need to focus on improving themselves, asking what can be brought to customers and their businesses

Space eco- friendly degree Product quality

Figure 2.1: Customers' satisfaction on the services

very satisfied