Project take away coffee business

To always stay awake and work with highproductivity, they always choose drinks such as tea and coffee, especially coffee which isthe most popular drink, the easiest to drink and the pric

TRƯỜNG ĐẠI HỌC SƯ PHẠM KỸ THUẬT TP HCM

PROJECT: TAKE AWAY COFFEE BUSINESS

Lecturer: Nguyen Phan Anh Huy Group 3

HCMC UNIVERSITY OF TECHNOLOGY & EDUCATION

Class: ECOM431308E_20_2_01CLC (Monday_ Period 10-12)

Very little team

coordination

Sometimes team coordination

Often team coordination

Usually team coordination

Following the instructions of thesubject, but there are some spelling and style errors

Following the instructions of thesubject (no spelling errors in the text, clear pictures and tables, clear style,

no obscure sentences, etc)

Stating the full content as required but not really convincing

Fully stating the required content, highly persuasive analysis

The description

of the situation isnot adequate, theinformation has

The description ishonest, adequate, but some contentsare not detailed

Commenting on the strengths and weaknesses of theresearch problem,explaining the

Describe the current state of the research problem honestly,completely, logically, and in detail State the strengths and weaknesses of the

problem has not

There is no connection between the comment on strengths and weaknesses of the business and the solution

causes and providing solutions, but not convincingly

research problem,good demo

Some suggestions

to improve the situation have been identified

Logical analysis and arguments, consistent with the current situation and research objectives

The conclusion shows the highlights of the report, but is not detailed

Summarize the highlights of the report, state what has been

discovered and learned during theproject, and the direction of further research

HCMC, May 2021

Lecturer

TABLE OF CONTENTS

BRIEF……….1CHAPTER 1 INTRODUCTION……… 3

CHAPTER 2 MARKET ANALYSIS……… 6

CHAPTER 3 DEVELOPMENT PLAN……… 19

3.1.5 Customer Service Policy: 21

CHAPTER 4 SYSTEM DESCRIPTION………27

4.2.4 Sử dụng công cụ phân tích các yếu tố onpage: Seoquake 47CONCLUSION……….48TÀI LIỆU THAM KHẢO………49

With the rapid development of today's society, people's needs have been increasing,has also changed people's perception of new things and unique Besides the era ofindustrialization and modernization, everything has been greatly improved many in everyway, but in order to take the steps of continuous development and innovation, it requirespeople to always work continuously, people cannot avoid stress, constrained due to workpressure, study and anxious races in busy life To always stay awake and work with highproductivity, they always choose drinks such as tea and coffee, especially coffee which isthe most popular drink, the easiest to drink and the price of the product is cheap and close

to nature

With the main ingredient- coffee, an ingredient that is always close to everyone andone of the main sources of economic development for our country, the product is madeand consumed by Vietnamese With the effect of relieving stress, the potential to replacebeverages with anti-drowsy functions (with great impact on health due to consumption ofmany substances found in soft drinks such as sweeteners, food colors ) with the campaign

"Vietnamese people give priority to use Vietnamese goods", therefore, we believe that theproducts we bring will get support from customers Based on the above situation, ourgroup has create an idea for a coffee drink business that brings flavorfulness and alwaysmeets the needs, preferences, and desires of customers

Due to the impact of the covid-19 epidemic and thanks to the current digitalinnovation, we have applied an online business model with the aim of connecting everycustomer near and far easier, more convenient and more people know the brand of ourgroup To create channels to sell products online, our team take advantage of use freewebsites such as facebook, instagram,… and own website of our team to introduce andbring products to consumers

We have created and blended coffees to create a more unique taste, after manyexperiences, our team succeeded and created a more delicious taste Therefore, We havedecided to bring this flavor to customers, so that they can enjoy the sublime feeling as ourexperiences With products not only help bring profit but also bring happiness to ourgroup, with our team’s target is to create something new and bring it to everyone so that

they can have the taste, the aroma and also the effort that we have made to bring into thisproduct For us, enjoying happiness is simply creating an enjoyable experience for allcustomers.

CHAPTER 1 INTRODUCTION 1.1 Reasons for choosing the topic.

Along with the strong development of the F&B service industry, coffee is an

indispensable daily service product for everyone The ICO continues to maintain its

forecast for world coffee production in the 2020-2021 crop year, with an estimate of nearly

172 million bags, an increase of 1.9% compared to the 2019-2020 crop At the same time, the ICO forecast that the 2020-2021 crop year will still have an oversupply of 5.3 million bags, which means supply is 3.1% higher than demand In Vietnam, coffee is classified as

a non-alcoholic beverage with stable growth According to "Coffee market report for the first quarter of 2021", the increase in demand for coffee is quite stable The chart below easily shows us the practical demand in using coffee in the Vietnamese market From there, we see a promising market in the future

Graph 1.1 Coffee market report for the first quarter of 2021

Ho Chi Minh City is said to be the largest coffee consuming market in the southern region “Coffee” accidentally became the generic term for all beverages served in non-alcoholic beverage models Going to morning coffee, working coffee all day, weekend coffee, waking coffee (24/7)… All have shown the hard-to-give up habits of the majority

of Vietnamese people It is also very strange for Saigon people to drink coffee, one can drink it at sidewalk cafes, parks or luxury cafes at all times of the day from morning to evening But perhaps the most familiar is the habit of drinking sidewalk coffee in the early morning of Saigon people

From the trend and attitude of using coffee of Saigon people Our group has

approached the market with a classic filter coffee product but the taste is extremely

unique!

1.2 Information about the coffee shop

Branding: Hakin Coffee

Logo: The color of coffee bean along with the coffee maker in side the circle make a

perfect effect for the coffee shop, make the customer want to get a cup of coffee whenever they

see our logo.

Founded: Apil 08, 2021 in Thu Duc City

Website:

Visit us: https://www.facebook.com/HakinCoffee

Vision: Expand the area of selling coffee all over Thu Duc

City.

Our goal: To deliver the best qualified coffee cup to the

customer.

Core value: Prestige - Quality - Respect

Prestige: We take the word "Prestige" as the guideline for

all activities by constantly striving to build credibility with customers as

well as with partners

Quality: Committed to provide customers with products with the best quality and themost reasonable price

Respect: Committed to respect colleagues, customers and partners

1.3 Product Description

Coffee “Hakin” is committed to bringing real and clean coffee products to consumers The

products on sale are pure roasted ground coffee and mink coffee Besides, the shop also offers

takeaway coffee such as milk coffee, iced black coffee In addition, we also provide coffee

making tools and equipment such as aluminum filters, cold brew filters We are committed to

bringing the safest products with clear origin to help you feel secure during use

1.4 The key to success

Coffee is a drink that has never been outdated, nor has the tendency to reduce the

frequency of use

Graph 1.2 Logo of the project

The strong development of the Internet and Facebook will help promote products to many

customers effectively;

The product is quite familiar to many customers, so the accessibility of the product is high

Building a place for selling coffee

Decorating the shop

Preparing the raw materials, equipment

Testing the menu

Holding a training course for staffs

Soft opening, marketing

Grand opening

Graph 1.3 Gantt chart

6

CHAPTER 2 MARKET ANALYSIS 2.1 PESTLE analysis

Political

The political situation in Vietnam is now quite stable, with no ethnic conflict or little turbulent struggles, so it attracts foreign investors At the same time, creating a safe business environment for local businesses about domestic products, ensuring safety and reliability when the state has policies such as lending startups and creating a healthy competitive environment in the era of covid-19

Economic

As a developing country, Vietnam has abundant human resources, highly appreciated knowledge levels in the region and also internationally Vietnam's economy has always changed positively in recent years, with more and more foreign investors seeing the potential and investing

in this environment A vibrant economy that keeps pace with world investment trends has

increased people's needs as they have been more comfortable spending But the Covid-19

pandemic has caused the world's economy to fall into crisis Under the effective anti-epidemic measures of the Vietnamese government, not only bringing the economy not into recession but also growing beyond

SocioculturalBeing the second largest coffee growing and exporting country in the world, coffee culturehas long been associated with the daily life of Vietnamese people Especially, phin coffee is not only enjoyed and received by local people but also international friends because it not only brings

a rich flavor but also a unique way of making From there, promoting the image of Vietnamese coffee culture to the whole world

TechnologicalThe development of industry 4.0 has brought many machines to help people improve Coffee products are produced on a modern closed double line, ensuring safe hygiene and not impacting on the environment

Legal

Coffee products retain all rights related to our business-Hakin and distributors, including past and future products developed with an exclusive patented process, certificates of corporate hygiene assurance and high quality quality in Vietnam.

EnviromentalAccompanied by the development of industry 4.0 is the negative change of the

environment that leads to the earth warming and being polluted Noticing that urgent problem, themanufacturer has invested in a production line that does not discharge into the environment as part of reducing greenhouse gases In addition, the product packaging is designed minimalist to reduce the use of plastic materials but still ensure the preservation

2.2 Business environment 2.2.1 External factors

2.2.1.1 Force model

)

Graph 2.1 Porter's five-force model

Bargaining power of buyersThe bargaining power of buyers in the coffee industry is high due to the presence of a large number of coffee suppliers without any radical differences Customers have brand loyalty but loyalty is not strong enough and customer transformation behavior in the coffee industry is high with low or no conversion costs Buyers have options to choose from among the many international and local brands to keep buyer power high, and companies offered to heed the buyer's power in bargaining

Bargaining power of suppliers

The bargaining power of suppliers is low because companies are strong and they have a large number of suppliers to make purchases Many companies produce their own coffee beans, which are the main ingredients of coffee The company has the option of buying from different suppliers, which puts the companies in a dominate position The level of sales of companies is a strength in the process of negotiation with suppliers because suppliers are willing to receive contracts from such large companies to create advantages by scale

Threats of new entrantsthe threat of new entrants in coffee industry is high because of the low number of barriers to entry Even the barriers available in the coffee industry are not complicated and they can be easilyeliminated, which is the reason for entering the market easily There is no need for large capital requirements as it is possible to start a business or offer coffee on a small scale with a small take-away shop on the corner It means that capital requirements are not an obstacle in the coffee industry The required skills are not technically demanding but they are trainable, making it easy

to get into the coffee industry

Threats of substituteThe threat of substitute for the coffee industry is high because there are many alternatives The growing number of alternatives to the coffee industry is a threat to the coffee industry Tea is one of the main alternatives to the coffee industry that is harming the coffee situation, In many countries, tea is preferred over coffee and coffee is used as an ins not very frequent drink Other local hot drinks also threatened to replace the coffee industry due to local acceptance of hot drinks

Competitive Rivalry Despite having a growth of more than 5 percent, the industry is facing a fierce rivalry due

to the presence of multiple competitive competitors Starbucks is leading the coffee industry with

a revenue collection of 22.38 billion USD while Tim Horton comes at second spot with a revenuecollection of 3 billion USD each yery, Panera Bread, Lavazza Costa Coffee Peers Coffee,

Dunkin Donuts, and Caribou comes at 3rd: 4th Sth, 6th 7th, and 8th spots with a revenue

collection of 2.8 billion USD, 24 bilion USD, 900 million USD, 800 million USD, 662.5 million USD, and 500 million USD respectively (Rowe 2019) It means that the players thar are

campeting in the coffee industry are internationally accepted with massive financia! strength posing a high level of.competition for each other It is important to note that these are the

intermational chains anid the local chains within each country are also part of a conmpetition that further intensifies the competition in the coffee Hakin

2.2.1.2 Analysis of the STP model

(Segmentation)

We want to bring a new taste to people with products that already are familiar to people: adelicious cup of coffee that can make your day

(Targeting)

Coffee usually located near companies, offices, universities because the target audience

is office workers and students

(Positioning)

We often catch the attention of guests by writing guest names on the body of cups, orpresenting cup-themed collections Our coffee shop wants to deliver the best taste of coffee tocustomer At the same time, we want to provide for the customer with a fast and convenient way

to a enjoy a cup of coffee at the beginning of a busy day

Conclusion: From the above STP model, our store has helped us to set out the correctmarketing strategies and meet customers' needs in the best way, thereby creating the highestprofit possible

2.2.2 Internal factors

Strength

Certified organic coffee of high quality in Vietnam, processed and the process is closely monitored, ensuring high safety and cleanliness And the product is always environmentally friendly and good for human health

With a sense of responsibility and high enthusiasm, our team has created a product with a completely new formula to bring the unique taste and emotions well into the coffee drops when enjoying

The price of finished products is cheaper than other competitive products (such as milk tea, juice, soft drinks, ) with prices ranging from 10,000 VND to 20,000 VND

Always update information to promote the group's products, reach all customers in all different segments and creep in many online websites (such as tiktok, facebook, instagarm, ) and outside society like schools, sidewalks,

For products, we prioritize quality over quantity Therefore, we always strive to improve our products better and better through customer feedback and the feelings of each person on the team.

Weakness

No experience and branding in the coffee market

There are also restrictions on promoting products in the media industry due to the variety

of other competitors

2.2.3 Competitive analysis

To conduct a competitive analysis, our store analyzes the STP model of competing

products in the current snack market Typically products such as milk coffee, black coffee,

Vietnamese white coffee

2.2.3.1 Vietnamese Black Coffee

*Market Segmentation

“Cà phê đen” This is a drink originating from the West, following the French into Vietnamsince colonial times Initially this drink was exclusive to the aristocracy, French officials, or the intellectual class Gradually became a popular drink in the life of Vietnamese people

Nowadays, Vietnamese coffee is not only known for its output in the top of the world, but also creates its own coffee through the style of enjoying coffee Some people like a ready-made brown cup, some people are passionate about drop of coffee, some people like to drink coffee dissolved with a lot of milk But the phase is still the most popular perhaps because of the feeling of relaxation when watching the coffee drops slowly fall, slowly falling That moment gives the person enjoying a private space that makes time like a slow-motion movie It was a moment of looking deep into me, looking straight at the lonely, grieving and loving half – and thecup of coffee Can be drunk with ice, sugar-free or sugary to add flavor

Black coffee is strongly appreciated in the affordable segment of the beverage market Prices for a cup of black coffee will range from 7000-15000 VND

*Target market

With the low-end segment hitting the beverage market, the most consumers that thisproduct targets the most are students, officers and low-income people

*Product positioning

As a product with the core ingredients of roasted coffee, it can be combined with hot andiced, sugar-free and sugary drinks to create an extremely attractive drink between the bitternessand aroma characteristic of coffee and the sweetness of sugar, the coolness from ice

The price of the product is not too high, suitable for most people's pockets

2.2.3.2 Vietnamese Milk Coffee

coffee

Iced milk coffee is strongly appreciated in the mid-range segment of the beverage market The price for a cup of iced milk coffee will range from 15000-20000 VND

*Targer market

With the mid-range hitting the beverage market, the most consumers that this producttargets the most are mainly students, students and young people and low-income people

*Product positioning

Combined with coffee juice and condensed milk, sometimes fresh milk Iced milk coffeecreates a flavor that only in Vietnam has, a flavor that blends coffee and fatty sweetness frommilk, leaving an unforgettable flavor for diners

Due to the combination with milk, the price of an iced milk coffee is somewhat higher than a black coffee, suitable for low-income to middle-income people

Picture 2.3 Mocha

Mocha coffee usually only appears in the high-end segment of the beverage market Pricesfor a cup of Mocha coffee will range from 30000-40000 VND

The price for a mocha coffee for the average income of Vietnamese people is not cheap, only suitable for middle-income people to high incomes

Conclusion

From the analysis of the competitiveness of three products: black coffee, iced milk coffee, Mocha, we see that these are quite competitive products in the beverage market today Most refreshments mainly hit the target of customers who are students, young people who love innovation with a low to medium price segment In each method of dispensing there are different characteristics and attractions From there, it is concluded that the beverage market is very

diverse and fiercely competitive, the price is close Therefore, we-Hakin, choose the main product

is roasted black coffee However, the price of products from our side is at a low price but still ensures quality and other criteria from consumers, is a product that can not be missed when we have been carefully researched from the stage of choosing the topic

yielded more than 100 results from people Link for the survey : Khảo sát nhu cầu của người tiêu dùng về sản phẩm cafe pha phin (google.com)

Because target customer is aimed to student,

so we conducted survey with the main group

of university students First is classmates and students of the whole school UTE, then other students, the results recorded that 96.2% werestudents (UTE accounted for 66%), the rest were people who went to work

Next is the purpose-of-use survey, based on habits and interests accounting for 39.6%, Work and study accounted for 26.4% thanks to the use of stress relief and help focus that coffee brings The rest is mostly entertainment when going out

Graph 2.4 Graph shows the survey target

Graph 2.5 The graph shows what do people use coffee for

Graph 2.6 The graph

From the graph above, it can be seen that the top choice is coffee Thanks to this surveyprocess, we have made a more accurate choice about the needs of our customers Capture thepreferences of customers to choose the most suitable selling products

According to the chart, 38.8% of users spend 10,000 VND to 14,000 VND for a cup ofcoffee, in the cost range from 12,000 VND to 16,000 VND, up to 74% of users often spend tobuy a box of rice paper products In order to fit the student's budget and through the survey,

"Hakin" has come up with a plan to sell products, choose the appropriate price and quantity,product flow from 12,000 - 14,000 VND/product.

In order to meet the requirements of customers, the store is always interested in absorbingopinions and suggestions from customers From there, creating a long-term "Hakin" brand,attracting customers, meeting customer needs and maintaining a sustainable store

2.3.2 Summarizing findings and suggesting ideas

Our idea is to found a coffee shop with the slogan “Starting with coffee, ending withcoffee”, including the mentioned products:

- Vietnamese black coffee: 12,000 VND

- Vietnamese milk coffee: 15,000 VND

Answering for the question about our strengths – we’re pleasure to find out these ideas:

- Suitable for everyone, especially student and officer

- The price is quite cheap compared with other coffee product (kopi luwak as known as “càphê chồn”, St Helena coffee, Los Planes coffee…)

- About team member: highly responsible, good attitude in communication and working together

- High frequency of promotional posts, reach a variety of customers, contributing to the promotion of good use of coffee

2.4.2 Weaknesses:

The following are weaknesses, limitations that affect to the process of idea planning and product trading

- The price is quite high to import large quantities

- Have no previous experience in trading, make difficulties in buying and selling

- Large weight for average product quantities

- Not optimized for shipping

2.4.3 Opportunities:

With the development of technology, especially e-commerce, which contributes to

promote online trading, sellers and buyers have easy way to access each other We recognized the following potentials:

- Large e-Commerce sales site platform, take advantage of social networking sites as sales channels have solved direct trading problems

- Large daily traffic to our sites from consumers showing interest and support for coffee

- Vietnam is the world's second largest coffee producer and exporter, making progress in also trying to create customer belief about the quality and value of products, towards domestic consumption and export

2.4.4 Threats:

- Has not yet in creating a variety of sale items , there is not much choice for customers

- Lack of manpower and poor young team

- Many products on the market have competitive prices with quality that does not

guarantee attracting many customers

2.4.5 Strategy to combine S-O, S-T, W-O, W-T:

S-O Analysis

- The products is suitable with most of people that be in need

- Lower price products can be competitive for products in the higher segment

- The development of technology help people to connect each other easily, increase

interaction between sellers and buyes, spread means of communication effects on social

networking and internet platform, media

S-T Analysis

- Inexperienced team but have team spirit, strive to develop together People actively work,cultivate personal and collective knowledge, create a learning and development environment for the whole team

- Enhancing the image of consumer products of Vietnam

CHAPTER 3 DEVELOPMENT PLAN 3.1 Marketing plan:

With the Marketing plan, the team decided to conduct analysis of the 4Ps model

3.1.1 Product (Product):

Diverse products: The main products of the store include: pure coffee packed fromreputable stores such as Highland, Starbucks, zen, etc The products of “Hakin” certainly meetthe best needs demand "sleep, reduce stress" of students That's right, with the motto "Startingwith coffee, ending with coffee", the products are the perfect choice for a healthy morning, ortime to talk with friends

Product quality: Quality is one of the leading factors determining the success of a product

or service All products at the store are taken from reputable sources, sourced with guaranteedproduct quality through shipments, meeting the needs of students - customers the main productthe store is targeting

Product model: The product's packaging is mainly compact, flexible and easy to carry.Each product is stamped with the store's logo as an affirmation of the brand in each product

3.1.2 Price:

Price is the decisive factor of the store in the Marketing Mix strategy

Market penetration strategy: When the organization started operating, the market was still quitenarrow, so we will start selling at a low price and when the market is big enough, we will increasethe price to increase profits

Keep the same price as other stores in the market but still ensure the profit per unit of cupproduct from 15-50%

Apply weekly promotions

Revenue of products

White coffee 18.000 VND 11.600 VND

Shipping fee

Multi-level distribution: Using word of mouth marketing, that is, after this customer uses

it, he will introduce other customers to the company's products

Customers can choose two main ordering methods: Order via website:https://hakincoffee.godaddysites.com/ or order via Facebook: Hakin coffee The website and

Facebook page support ordering via both PC, Smartphone and Tablet These two methods areutilized to the fullest in sales.

The store currently has only one distribution location in Thu Duc District

3.1.4 Promotion:

The store is only in its infancy, so the Facebook social media channel and the website are theonly channels the store can communicate and interact with customers In the near future, the storewill expand communication channels with customers at Shopee and Instagram

Overall marketing strategy:

Communication strategy: Product advertisements are mainly posted weekly on the store'sFacebook page In addition, we also apply the form of word of mouth (Word of MouthMarketing)

Personal selling is the store's primary form of offering Each of us is considered asalesperson and is responsible for pitching and selling for the store

Some sales promotion tools that the store has applied:

Samples: Let customers taste any product before making a purchase decision

3.1.5 Customer Service Policy:

In addition to the above 4Ps model analysis, the team also has a customer service policyincluding:

Understanding customers: We always listen to the opinions of customers, how their needsare, what they care about, etc to be able to bring the best products to customers

Customer care: Quickly handle requests from customers, provide customers with specificaddresses and contact methods to increase trust, enthusiastically respond and advise customers,etc

3.2 Sales plan:

3.2.1 Strategies for the sales force:

Sales force of “Hakin coffee” includes: internal and external sales force

External sales force: This group will visit each customer to promote and market theproduct When customers have needs and aspirations to buy, we will guide them to order on the

store's direct website The order will be saved into the system and the sales force inside willupdate the order with a frequency of every 2 days.

Internal sales force: This department will not directly contact customers, but only contactthem through emails, messages on Fanpage and Website, sales promotion, inventory control,inventory,…

After each week, the teams will have to report the status of orders, inventory, revenue,costs, customer feedback, etc to the management From there, the management board will make aplan for future development

The sales force consists only of team members, not recruiting any external force Most ofthe members of the sales force have quite a bit of experience in sales because they participate in alot of fundraising sales activities of the school, the faculty, the club Therefore, the sales force of

“Hakin coffee” is knowledgeable enough to not need to undergo specialized training courses

Picture 3.1 Hakin Coffee facebook fanpage

Handling customer objections and closing sales:

Listen, understand and empathize with customers' problems;

Ask questions to get to the bottom of the problem;

Conduct problem solving and customer persuasion;

Closing sales;

Perform follow-up care after resolution

Picture 3.4 Hakin Coffee sale activity

3.3 Organizational plan:

3.3.1 Import process:

After determining the products to sell, we proceeded to find the right supplier to providethe products with good quality and reasonable price We have investigated the market prices,compared the prices of products from different sources, read the reviews of previous users tounderstand more about the products, the quality, the price and the reputation of the manufacturer.offer and then proceed to place an order After finding a suitable supplier, we started contactingthe supplier to ask for a quote If the price is not reasonable, we will wait for them to re-quote,until the price is reasonable, we will decide to place an order Checking the goods is the next step

we need to take, if there is any problem with the goods, we will return the goods and ask for thedelivery of better quality goods After that, we proceed to import the warehouse and pay thesupplier

3.3.2 Personnel allocation:

STT NAME MISSION

1 Thế Trung - In charge of supervising and assigning work to members;

- In charge of giving us Marketing strategies throughout the business process;

- Manage all activities of the import process, sales and delivery

2 Nhất Hạnh - In charge of delivery (*);

3 Đăng Kha - In charge of finance, summarizing revenue;

- Making revenue reports through batches

4 Thức Long -In charge of product inspection and packaging before delivery

5 Bảo Minh -Design: sales website, advertising posters;

- Manage our official website:

- In charge of managing the sales page on Facebook and posting.NOTE(*): In the delivery section, if the member in charge of that job is busy, othermembers can flexibly help

3.3.3 Method of application:

Since we will periodically import goods, when we see that there are few items thatcustomers buy, we will offer promotions to solve inventory problems In addition, on specialoccasions we will also have different promotions

On the Fanpage, we will regularly update customers' opinions after using our products tocreate trust for customers, to increase customer interaction, we organize minigames and rewards.our products