Foreign trade university THE MARKET RESEARCH the café will be able to continue developing and have a stable position in fb vietnam market

I STRATEGIC OBJECTIVES Our group’s strategic objectives for opening a cafe are the following: • Gain experience in developing a café • A café can meet the customer needs • Take advantage

Foreign Trade University

THE MARKET RESEARCH

Ho Chi Minh, Wednesday 7 Oct, 2022

Table of Contents

I) STRATEGIC OBJECTIVES 3

II) RESEARCH TOPICS 3

III) OBJECTIVES OF THIS RESEARCH 3

IV) THE METHODOLOGY OF THE RESEARCH PROCESS 4

V) DATA ANALYSIS 5

VI) ACTION PLAN 10

1 Target audiences: 10

2 Location: 10

3 Model of café: 10

4 Open-close: 10

5 Decorate: 10

6 Spaces: 10

7 Prices: 10

8 Menu: 10

9 Services: 11

10 Unique selling point: 11

11 Marketing campaigns 11

I) STRATEGIC OBJECTIVES

Our group’s strategic objectives for opening a cafe are the following:

• Gain experience in developing a café

• A café can meet the customer needs

• Take advantage of young people

• Establish the integrated café brand

By reaching the objectives mentioned above, the café will be able to continue developing and have a stable position in F&B Vietnam market

II) RESEARCH TOPICS

Our group had a plan for opening a café, which can meet the customer demand So, we do survey for capturing the customer mentality

In order for a café to be successful, it must focus its efforts on customers that come to café for the purpose of study, work or relax There must also be a demand by the target customers, who enjoy with come to café to reach the bigger target audience

III) OBJECTIVES OF THIS RESEARCH

1 To assess the business environment

2 Have a stable revenue to developing

3 Payback as soon as possible

4 To familiarize with customers and identify the key demands

IV) THE METHODOLOGY OF THE RESEARCH

PROCESS

This survey was conducted over 24 hours period It was conducted primarily through

“Google form” by utilize simple random sample and multi-stage sample The information collected included both quantitative and qualitative data

This market research report is for F-MICASA, a café at Binh Thanh district, HCMC Binh Thanh district was selected as the location for the range of forms because most of the district has been classified as highly reliant on markets Sampling was originally indented

to encompass only students at Foreign Trade University, on the assumption that this setting would suitably represent consumers who are enjoy coming to café, but our group realized that in Binh Thanh district not only have Foreign Trade University So, the final sample consisted of 150 forms in total

In our survey, we researched and collected customers’ habits of coffee shop We carried out study from the basic information such as: ages, genders, how many times they go to the cafe in week, … to complicated information such as: tasted, what is the most important they care about when they go to the coffee shop… Whether you own a coffee shop, roastery,

or you are an independent distributor - collecting data is crucial to improve the quality of coffee, workflow efficiency, and increase profits

The report analyzes the potential market based on location, age, gender, and purpose that have an impact on a café’s business entry and operation It can be understood that our potential customers are currently interested and interested in what products Moreover, data such as behaviors, interests or trends of customers will help our café build marketing programs to suit their needs and interests and initialize special care programs The data is analyzed against the café’s strategic objectives to pursue F&B market

V) DATA ANALYSIS

According to the pie 1.1, we divide the age into 3 groups that are 12 to 17, 18 to 23 and from 24 to over The reason we divided it into 3 groups is because the age from 12 to 17 is students who study at high school, from 18 to 23, who study at college and can work part time at the same time Final group is over 23, who have stable jobs already Based on the survey, the 18- to 23-year-olds accounted for the largest percentage of 82%, who had a lot

of free time and reasonable living expenses The age group of 12-17 and over 23 accounted for small percentage, 10,7 and 7,3% due to time and budget constraints

In the figure 1.2, male and female account 52% and 47,3%, respectively We decided to divide by gender because according to scientific research male and female have a different lifestyle, thinking, … These differences lead to several habits of coffee shops

Young people typically visit a café 3-4 times per week Consequently, going to a café has become a youth habit or other purposes As the survey, male usually come to coffee shop

3 or 6 times per week with 12% and 8%, in total, while female prefers to go to café 1, 3 or

4 times per week with 9,3%, 12% and 11,3% in total

However, it appears that they do not have a set time; according to the survey, they come to the café in their spare time or in the evening Both men and women typically visit cafés in

the figure

their free time, but women prefer visiting in the evening (10.6%), while men prefer to visit

in the morning (14%)

According to the survey, 88% of young adults go to coffeehouses with friends, and some

go alone Adolescents regularly visit cafes for inspiration in their studies, work, or to meet other people for gossip 44,7% spending in café about 3-4:59 hours, following with 0-2:59 hours with 41,3% However, it appears that girls spend more time in coffee shops than boys

do While 24% of girls chose 3–4:59 hours, 26% of boys prefer 0–2:59 hours

According to the graph 1.9, Pastry coffee is the most popular type of coffee shop in Vietnam, with 54,7% of the vote, followed by 24/24 café with 51,3% In aspects of drink types, Tea and coffee have the same 64.7% vote, but men prefer Coffee by 29,3% while women prefer Tea about 36%

The figure 1.1

The figure 1.7

The figure 1.8 The figure 1.9

About coffee, both girls and boys select milk coffee about 76% because it is easy to drink and contains caffeine, which helps them stay awake while studying or working

When it comes to tea or milk tea, milk tea has the most options (62,6%), followed by fruit tea (59,3%)

While females are more likely pick milk tea, males prefer fruit tea

Finally, Ice Blended, as the data, the girls prefer to drink Choco than Matcha with 14,6% While the boys likely to enjoy both Choco and Matcha, also Fruit account for 14%,14% and 13,3%, respectively

The figure 1.10

The figure 1.11

The figure 1.12

Our group decided to test four different sugar levels (100, 70, 50,0) Youth, accounting for 49.3%, tend to use only 50% of the time due to health reasons They also consume 0%, 70%, and 100% sugar accounting for 7.3%, 29.3%, and 14%, respectively

According to the figure 1.14, the usage of glass cups accounts for 52% The percentage of people who use personal cups, plastic cups, and paper cups is 5,4%, 7,3%, and 35,3% of the total people, respectively

Following to the figure 1.15, quality of product is the most important factor, accounted for 72,7% Beside that Location and Space of store also show the importance of customer to return, 58,7% and 60% respectively Reasonable price and Attitude of staff are 2 factors which take up nearly 55%

The figure 1.15

The figure 1.17

About waiting time for service, it seemingly that they can wait for the water for about 5 to

10 minutes without feeling like they are waiting for too long 18,1% or 4% show that they can wait about 11-15 minutes or more than 16 minutes Beside of that, some people only can wait about 1-5 minutes for drinks

The column chart shows how much customers care about price, service attitude, location, space, quality, and amenities According to the figure 1.18, you can see the most issue of customer’s concern is the price, followed by quality These are two factors influence on the selections of customers when they choose coffee shops to go Turning to the third factor people care about, which is service attitude; the ways waiters take care of customers that lead to they want or not to go this café again The location also effects on customers decision, if the cafe located near their’ school or houses, they would often go to there Finally, people less care about space and amenities of café than other factors

0

10

20

30

40

50

60

70

Price Service

Attidue

Location Space Quality Amenities

2 1 4 1 2

18

3 6

13

5

3

43 55

24

49 48

23

51

66

61

48 51

64

24 24

58

36

45

57

14

Likert Scale show importance through factors

The figure 1.18

VI) ACTION PLAN

UTU, Gia Dinh high school, Dong Da secondary school…)

According to survey, almost are youngers and they tend to select modern and minimalist styles as a trend of nowadays

study and work, final floor for relax As an outcome, our group can create a space with some tables for groups of 4-6 people and for groups of 1-2 people They spend 2-3 hours in the café, so our group should make them feel restful while they are there Besides long tables, the café will be equipped with soft padded chairs which will allow to work or study for an extended period Therefore, they can feel comfortable having a space for friends and themselves Specially, third floor will be decorated based on Japan style, with Bean Bag Chair and lounge table for them to relaxing

Young people no longer exaggerate price, instead of focusing more on the quality of each product and caring more about health

the picture 2.1)

Based on the statistics, our shop decided to focus on original taste In addition, instead of using chemical sugar, we will use dietary sugar, so that we can ensure our customers’ health and avoid future cardiovascular diseases

amenities such as board games, power outlets and freshwater self-service counter

In addition, employees will be well trained before officially opening the store to be able to bring the best moments to customers Drinks will be prepared by the bartender as quickly as possible so as not to affect the mood of customers too much when waiting for beverages

10 Unique selling point:

As we said above, the coffeeshop have 3 floors with 3 concepts so can meet customers’ demands such as meet friends, study, work or relax with reasonable prices, quality of goods, comfortable environments, our shop always tries to meet the needs of customers in the best way

11 Marketing campaigns

The picture 2.1

• Short-term campaign:

1st stage: Experience Store (3 days)

- All the beverage discount 40% all drink

2nd stage: Grand opening (1 day)

- Free 50 beverage for the 50 first customers

- From 51st customer will be discounted 10% for all drink

- Issue points cards to customers (The picture 2.2)

• Long-term campaign:

o Free ship for 3 kilometers

o Total bill over 150.000 VND will be delivered without ship-fee

o Sponsorship program for University’s Clubs, Community

o Sponsoring for club with the purpose of promoting our brand, by at least 500 vouchers discount 20%

The picture 2.2