Coffee shop business model development project (lego concept) lego fe in ho chi minh city

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMIC AND FINANCE UEF UNIVERSITY OF ECONOMICS & FINANCE COFFEE SHOP BUSINESS MODEL DEVELOPMENT PROJECT LEGO CONCEPT LEGO.FE IN HO C

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMIC AND FINANCE

UEF

UNIVERSITY OF ECONOMICS & FINANCE

COFFEE SHOP BUSINESS MODEL DEVELOPMENT PROJECT (LEGO

CONCEPT) LEGO.FE IN HO CHI MINH CITY

SH TEAM

Course name: Sales Management Group name: SM Lecturer: Master Le Thanh Hai Members of SM Group

Ho Chi Minh City, April 14, 2024

TABLE OF CONTENTS

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LIST OF FIGURES s‹443 6

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2 Objectives of implementing the †OpIC - ch ket 8 3 Subjects and Scope Of r@S©AFCH: HH ng ng ng KH KH TH 8 “ha 699 e 8

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CHAPTER 1: OVERVIEW OE “LEGO.FE” STORE Q TQ nn HH nh 10 g9 s98 0i: nh e 10

2 Brand name, logo, SIOGAN ee ee ee 10

HN co he 1Ô ` on 1Ô Fe ea 1- 11

3 Industry and Business PrOdUCS - SH HT ng ket 11 4 Mission, vision, core values of LEGO.FEE Tnhh HH Tnhh ket 11 Anh ° ae 11

4.2 VISION 11

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4.4.1 Short-term goals (1-2 ÿ@8f$) nàn HH kg 12 4.4.2 Long-term goals (From 3-5 y©8fS): - - LH Tnhh 13 CHAPTER II: ANALYSIS OF BUSINESS CONDITIONS AND CONTEXT 14

1.1 Coffee shop market in Vietiam - - - + SH HH kh 14

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2.4 PACKAGING 0.000 36

3 Strategy for choosing a business lOCatiOIn ST HH hy 36 CN (0-9 090.:iạạạaaaiaiaẳd 37

4.1 PrOCUCE o.oo 37

42 PLICE 38

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4.4 PrOMOtION 2 ee ee ee ee treet n een ee eet a ee eee aae eet aee ee tag aee ee taae eee sgaeeeteeaeeeetngaes 39 5 SAl@S SPACE exsO.aaa seaeeseeeseeeesaeessaeeseaeeseneeseneeesnaeessaeeneaees 42 5.1 SPACE GOSIQN 00 eee d4 Ö5 42

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6 Product management and product portfolio decisions nành iớ 47 6.1 BUSINESS PFOCUCIS 47

6.2 Product i9i 9 49

6.3 SOPVICES oo ẮeS 6 /-.‹(/443 55

r9 96 90 56

8 Distribution channel strategy 56

8.1 Raw material supplier 56

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10 Human resources ManageMennt eee ee eee e 62

"290.00 .a 344 62

10.3 Recruitment Process ec 63

10.4 Training PrOCeSS 68

10.5 S†OF@ FUÍÔS - SH ee ne HH Ki HH KH KT TH 69 10.6 Bonus, salary, remuneration and encouragement policies .00 ee 70 10.6.1 Salary and Benefits POliCW TT nàn ng ket 70 10.6.2 BONUS POliCy 200 .e 72

11, ORM “ dd 72

In 59 9c i9 72

11.2 During the purchaSe Process 00 73

Ni cá e2 73

1 190 009 in 73

N09 0009 n6 e 78

13.1 Business Capital SOUICES ooo ec 78

13.2 The associated costs involved business operations ee eee eee eee eet 78 13.3 Estimated revenue ae 82

CHAPTER IV: CONCLUSION LH HH HH HH HH HH 83 in ni) 0= .Ơ 85

LIST OF TABLES Table 1: SWOT of LEGO.FE .cccccecceceesceeceeeceeeeeeeceeceeceeseeesaecaeeeeecaesaesaeseaeseetaeseeseesieseeseeetirtres 19 IEI9I2022///21//‹218 900101170119009)008=c¡09D.:ỪỪỒ 20

Table 5: Marketing Objective s2 0n=c sen ồ®'^.".""ồê 24

Table 8: Campaigns when starting a DUSINGSS .cceccceceeeeeeeeeeeeeeeeeeeneeeeeeeeeeescsaeeeessnaeeeensnaeees 41

Table 15: Issues related to human resource managemert of LEGO.FE cà ààsiieeee 62 Table 16: LEGO.FE's human r@SOUFC@S Q00 TS HH n TT HT TT HT HH kh 62

Table 21: List of people who contribute capital to LEGO.FEE .eceeceeececeeeeeeeeeeeesteeeesenneees 78

LIST OF FIGURES

Figure 2: Number of stores of Vietnamese coffee brands (Source: Vietdata) 14 Figure 3: : Level of discussion of the Coffee Shop chain on social networks 15

Figure 6: Highlands OOff@© TH Hàn HH HH KH HH KH KH kh 26

Figure 8: Forecast of Vietnam F&B8 market value in 2023-2027 - - TS 28

Figure 18: Interior design table for the 2nd flOOr «0.0 eee ee ee eee etree reread eet aera etna rete 45 Figure 19: Overview interface of Lego Playground, water counter in 3D model 45 Figure 20: Lego Showroom room interface according to 3D model -ccccccseseereekee 45 Figure 21: Overview interface of rooms according to 3D modlel che 46 Figure 22: Overview interface of the 2nd floor according to the 3D model .- - 47 Figure 23: Overview interface of Lego Playground 2nd floor according to 3D model 47

ACKNOWLEDGMENT The Sales Management subject is an attractive and highly practical subject, equipping students with the necessary skills to manage sales activities effectively Throughout the course, the SM team learned how to develop and apply sales strategies, identify target customers, and set clear sales goals This course provides valuable insights into the sales process, helping students improve their ability to communicate persuasively and successfully close deals

To implement and complete the project, our team has received support, assistance, as well as care and encouragement from master Le Thanh Hai Therefore, we would like

to express our deepest gratitude to him, who has devoted a lot of time and effort in

guiding our team and offering valuable advice to help us overcome challenges in the

research process and in learning how to approach and analyze data accurately and

effectively The knowledge and experience he shared have helped us gain a deeper

understanding of our research field

Although our team has made many efforts in the process, there are unavoidable

shortcomings in this research topic We hope that he and those interested in the topic will continue to provide feedback and assistance to further improve our work

Once again, SM team sincerely thank him!

INTRODUCTION

1 Reason for doing the project

The habit of going to coffee every day is no longer restricted to working people or the elderly, but

it also appears more among students With the increasing need to study and work, the current trend

of the coffee business model is that every 1 km there will be at least 1 to 2 shops A lot of cafes appear, but the opposite is also true Due to increasing competition and increasingly demanding customer needs So this is a big challenge for those who want to open a coffee business model Realizing this, our team emphasizes novelty and uniqueness to exploit in the business model The Lego coffee modelis a unique and creative idea, combining two popular hobbies: coffee and Lego Using Lego to create decorative models, furniture and other details in the cafe will bring a new and attractive experience to customers And why Lego? Because Lego is becoming increasingly popular with all ages, not just children Opening a Lego cafe will meet the needs of people who love Lego and want to find a space to express their interests Therefore, our team has prepared a project to develop a beverage business model“LEGO.FE” with the desire to create entertainment activities to bring people closer together Furthermore, we also provide customers with quality, healthy and always innovative drinks to attract more customers Because many customers want to enjoy delicious drinks during their in-store experience This will help make customers' mood happier My team always wants to bring a perfect experience from products to the best service experience for customers

2 Objectives of implementing the topic

With the knowledge of the subject "Sales Management" that our group learned from lecturer MSc

Le Thanh Hai and through researching more resources, our group hopes to be able to build success project ideas This will be a solid foundation to help us with many future projects At the same time, the ideas in this project can become a reference source for individuals and groups The researcher wants to learn and develop more about the researched problem

3 Subjects and scope of research:

3.1 Research subjects:

- Business strategies

- People living in the city Ho Chi Minh needs to go to coffee

3.2 Research scope:

- Time: The topic is researched from data related to the project in the period 2022 - 2024 to

update the latest information and trends

- Space: The topic is researched within Ho Chi Minh City

3.3 Research methods

- Analytical methods and system of collected data

3.4 Topic layout

The topic includes 4 chapters:

- Chapter 1: Overview of the store “LEGO.FE"

- Chapter 2: Analyze business conditions and context

CHAPTER 1: OVERVIEW OF “LEGO.FE” STORE

1 Project establishment idea

Existing coffee shops, in addition to providing drinks, must also develop and undergo change and innovation to meet the tastes of customers, especially young customers Attention young people's love for Lego has increased significantly in recent years Appreciate the potential and newness of the Lego coffee model, especially in Ho Chi Minh City, a potential but still untapped market Because of this, LEGO.FE appeared with the goal of development

LEGO.FE not only meets the need for delicious and diverse drinks, but also gives customers a unique entertainment experience and reduces stress by assembling toys available at the shop insteac

of just Each drink water as usual This combination will create a new direction and make customers find it attractive and want to interact, encouraging more creativity and discovery from water users With LEGO.FE, the F&B market becomes significantly more diverse and flexible

2 Brand name, logo, slogan

2.1 Brand name

Brand name: LEGO.FE

LEGO.FE is a combination of Lego and Coffee, clearly showing the direction of the coffee shop

following the Lego entertainment model, F&B industry

2.2 Logo

SH TEAM

Figure 1: LEGO.FE Logo (Source: SM Team)

2.3 Slogan

“LEGO.FE COFFEE, LAP RAP KHONG GAP GAP!”

LEGO.FE Coffee is a place that both refreshes and entertains you Here, not only does it solve the passion for Lego models through assembling, but it also helps you calm down and heal after tiring working days, which is why "LAP RAP KHONG GAP GAP" was born

3 Industry and Business Products

LEGO.FE is currently doing business in the F&B industry in conjunction with Lego, specializing

in providing healthy drinks

4 Mission, vision, core values of LEGO.FE

4.1 Mission

LEGO.FE wants to bring customers a unique and creative experience by combining enjoying delicious drinks and exploring the magical world of Lego We foster a joyful and inspiring space where customers can socialize, connect and foster personal and community growth

4.2 Vision

LEGO.FE aims to be the premier destination for people, as they seek a fun and creative place to enjoy coffee and explore colorful Lego bricks We build a strong and growing community where each individual can express themselves and create memorable memories

4.3 Core values

way they want LEGO.FE will always cheri and nurture the creative spirit so that ev customer experience is the most complete

sustainable and meaningful relationships vy customers and the community Bringing joy customers is also our joy LEGO.FE alwa

Strives to create an interesting and relay

space, where you can enjoy fun moments friends and family, immersing yourself in th colorful and intellectual world of Lego

customers, employees and suppliers thra

our reputation

Employees are trained to work together support each other to achieve common goa

The brand is committed to providing the b experience for customers, ensuring they always satisfied with products and services

4.4 Target

4.4.1 Short-term goals (1-2 years)

Build a trademark | The Lego entertainment coffee model is still quite new, so in the

future it is necessary to build higher awareness of the LEG! brand It is necessary to create a unique and attractive brand | Most importantly, it is necessary to ensure the quality of product:

services

Attract customers Achieve the number of visitors in the target area Increase the r

customers returning to the restaurant and maintain cusl

satisfaction with the experience

Perfecting the busines

model

The model is still quite new so there are many processes that h¢

development process, we will consider these factors and im| them to improve the process better As well as consider bus strategy and operational efficiency to be as suitable as possible Create a Lego

community

Gather customers and create online and offline Lego commur

Organize more activities and contests to create close relatior

with customers

4.4.2 Long-term goals (From 3-5 years):

stable business and has a certain number of customers It is ne

to seize the opportunity to expand its scale to other areas Cons the scale is stable in the beginning, then develop the LEGO.FE into a coffee chain

Product and service

development

necessary to retain customers One of those ways is to de products and services It is about constantly innovating and imprd

It is necessary to create hot trend products that develop in a sho

CHAPTER 2: ANALYSIS OF BUSINESS CONDITIONS AND CONTEXT

1 Market size

1.1 Coffee shop market in Vietnam

In the inherently attractive F&B market, the coffee chain market in Vietnam is always a big "piece

of cake" The proof is that over the past decade, this market has always attracted many domestic and foreign businesses to jump into exploitation Although facing the Covid-19 pandemic and strong restructuring, many parties left the game, the market still witnessed many new brands participating along with the expansion of existing brands

According to a report from Euromonitor, by the end of 2022, the Vietnamese coffee chain market

will have a scale of about 1 billion USD/year Meanwhile, Q&Me statistics show that, as of March

2023, the number of stores of the 14 most prominent coffee chain brands in Vietnam also increased

by 133, reaching 1,657 stores nationwide Compared with last year

Số lượng cửa hàng các thương hiệu cà phê Việt

Tính đến cuối năm 2022

Highland The Coffee Phúc Long Trung Nguyên Starbucks Katinat Café Amazon PhinDeli

House

Figure 2: Number of stores of Vietnamese coffee brands (Source: Vietdata)

Vietdata assesses that, despite the effects of the global economic recession, 2023 is still an exciting year for the Vietnamese F&B market After two difficult years due to the Covid-19 pandemic, beverage brands still exist and seek to expand store scale and increase market share

It cannot be denied that the coffee chain is still a vibrant market Data from YouNet Media's SocialHeat platform shows that from January 1 to June 14, 2023, there were 7.1 million interactions and 704,639 discussions surrounding more than 25 coffee chain brands in Vietnam created out on social networking platforms In particular, the top 10 leading brands created 699,486 discussions, accounting for more than 76% of industry-wide discussions

TOP 10 CHUOI COFFEE SHOP

được thảo luận nhiều nhất trên mạng xã hội

Corfeesre ẤỨề M42 TOP 10 thuonghiéu

1.2 Lego market in Vietnam

Today, LEGO products are not just encapsulated in the words "toys" but are much more than that Anyone who wants to develop their creativity and be entertained at the same time can use LEGO

products With the number of adult customers increasing over the years, including those who grew

up with LEGO, the company decided to create a community dedicated to adult fans (AFOL for short) Adult fan of LEGO)

In Vietnam, the Lego market is going through a period of potential development thanks to positive factors, not only for children but also attracting the attention of adults

- For children, Lego is not only an entertaining toy but also an educational tool, developing creative thinking and construction skills For adults, Lego has become a creative way to relax and relieve stress after stressful working hours

complex Lego Technic sets for adults In addition, Lego also has special themes such as

Lego Star Wars, Lego Harry Potter, Lego Marvel, and many other themes, attracting the interest of fans of movies, comics and other entertainment genres

- Lego is not only an entertaining toy but also an effective educational tool Building from

Lego blocks helps children develop logical thinking, problem-solving abilities and creativity For adults, Lego is also a fun way to experiment and develop building and creative skills

- With rising incomes and interest in education in Vietnam, the Lego market has great growth potential This creates great opportunities for businesses in the toy industry, from expanding distribution channels to diversifying products and services

Despite its great potential, the Lego market in Vietnam is also facing challenges such as competition from rivals as well as pressure from other electronic toys and online games At the same time, being successful is also a challenge for businesses in the industry

1.3 Coffee shop market combined with Lego in Vietnam

The coffee shop market combined with Lego models in Vietnam is a potential segment, meeting the entertainment and learning needs of children as well as a relaxing space for the whole family This demand will increasingly increase due to Lego's development in stimulating creative thinking,

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motor skills and problem-solving abilities for children In particular, Lego is suitable for all ages, from children to adults, creating a common space for all family members or groups of friends The development opportunity for this market in Vietnam is huge, especially when the need for entertainment combined with education for children as well as adults needs a creative space to relax after working hours Tensions are increasing, and at the same time, the traditional coffee shop market is gradually becoming saturated Incorporating Lego into the coffee shop model creates a different highlight and attracts customers

However, the coffee shop combined with the Lego market also faces challenges First, the investment cost is high, including the purchase of Lego, space design, equipment, and the need to ensure children's safety and organize appropriate entertainment activities In addition, competition from new coffee shop models appearing more and more is also a significant challenge

Overall, the coffee shop market combined with Lego in Vietnam is full of potential and strong development To be successful in this market, businesses need to have effective business strategies, invest in the quality of products, services and shop space to attract customers and seize

opportunities from this market

STRATEGY S$ -O

S1 - O1: Greate themed gia

turn the cafe into an ide

people

relationships with custome

to encourage them to retu and recommend LEGO.FE others

S3 - O03: Emphasize produ

quality in marketing activitie

certain hours

W3 - O3: Analyze sales data optimize goods receipt Us sales management software

seasonal demand and custor

needs

$1 - T1: Increase promotid

attention, create differentiatia

and attract customers

S2 - T2: Participate in Leg seminars and training cours¢

update the latest trends in t

W1 - T1: Improve product an service quality to compet with competitors

We - T1: Accumulate points t

redeem gifts, give birthda vouchers, apply promotior for loyal customers

activities based on hot trey genuine Lego suppliers, si¢

stable supply, minimize th risk of shortage/overstock

Table 1: SWOT of LEGO.FE

To put it simply, STP will help businesses divide the market into similar groups, from which they

can choose which specific market they target, and finally position their brand and see for themselves Where are you in the market compared to your competitors to choose appropriate business strategies? As a newly established store, LEGO.FE has applied the STP strategy to be able

to focus its limited resources on exploiting the market that LEGO.FE has targeted

3.1 Segmentation

female - Gender: male an|- Gender: male ani

female female

- Occupation: studen

- Income: no incoma” Occupation: studen| - Occupation: workin¢

depends on parents | “Orking person person

- Income: 8 - 20M|- Income: 27 - 40M

- Loyalty level: high

colors, liking} interested in health}- Find a safe an¢

intelligence and skills}- Looking for a place

- Want space to rela to relax and bond wit!

friends; Check-in afte hours of study anc

studying and working

are often changed

Table 2: Market segmentation of LEGO.FE

market into several groups, LEGO.FEE has identified the current target customer group:

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is a comfortable space with unique experiences alongside delicious and healthy drinks LEGO.FE finds our store to be the ideal destination for these needs With designs and bright colors from Lego

models and drinks used from high-quality ingredients, mixed by a team of professional baristas, it

will bring customers a pleasant feeling of relaxation In addition, a wide variety of Lego pieces will make this a meeting place for Lego lovers, where you can interact, learn and share your passion with people with similar interests

UNDER | Main activities: | Main activities: Customerg Main activities:Customers

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for family and friends

can paint the artwor themselves

Benefit: Relax and practic

can have fun and interal

with the dogs at the shop

customers From using Lego models to sculpting to interacting with each cafe offers a unique and engaging experience

e LEGO.FE, Statue Painting Café and Pet Café all create relaxing spa customers Customers can come to the shop to relax after work or chat with friends or family, or simply to enjoy a quiet and comfortable sj

e All three brands have diverse prices, suitable for many customers

Compare Price: Catholic Cat > September Saigon > LEGO.FE

Miscellaneous: LEGO.FE > September Saigon > Catholic Cat

Table 3: POD & POP of LEGO.FE

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(lego café)

SEPTEMBER SAIGON

KATHOLIC CAT (pet café)

Figure 5: Positioning map of LEGO.FE LEGO.FE creates a unique combination between the experience of going to coffee and playing Lego, creating a creative, diverse and colorful space We position ourselves as a destination not only to enjoy great coffee but also to experience the creativity and magic of Lego

In short, LEGO.FE is not just a place to enjoy coffee, but also a destination to experience creativity, connection and relaxation, a place where everyone can find joy and excitement

Trade promotion to increase conversion

Maintain and build a community with loyal customers

Achievement Run ads to reach 3,000 followers/post

Communication catches customer trends

Use UGC bots

Use entertaining Meme images

Post useful Lego knowledge for customers

Use promotions

Using KOL, KOC (influencer)

Table 5: Marketing Objective of LEGO.FE

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4 Analyze the business environment

4.1 Micro environment

- | Gustomers: Customers are the brand's biggest competitive pressure Brands cannot function without customers That's why it is necessary to identify the right customer target group to meet their needs and create brand strengths However, the ever-evolving life requires increasing consumer demands In section 3.2, LEGO.FE has identified the target customer group as students and working people Currently, LEGO.FE is focusing on B2C customers, providing services to end consumers The reason is because LEGO.FE wants to increase brand recognition and give customers a satisfying experience Want to create a comfortable space and experience the best products for them

+ Traditional coffee:

We can easily find cheap sidewalk cafes on the street This is the most popular and oldest type in Vietnam They provide simple products such as black ice, milk coffee,

silver tea, with the cheapest price from

10,000 VND They take advantage of the sidewalk space so customers can sit and admire the surrounding scenery, enjoying the hustle and bustle of life

+ Major brand coffee companies:

Highlands coffee is a quite famous coffee brand and has been present in Vietnam since 1999, with more than 500 stores in Vietnam and in Ho Chi Minh City there are 175 stores The awareness of

Highlands coffee in HCM is 78%, meaning that more than three-quarters of the population here

know this coffee company This brand shares the same target audience as LEGO.FECustomers have average income or higher The customer base ranges from young people, students, to middle- aged people, office workers, business people Prices here are average - higher than the average ranging from 29,000 - 69,000 VND The brand offers a variety of drinks from coffee, tea to freeze,

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in addition to food and desserts But they don't focus too much on healthy food and drinks like LEGO.FE

Our direct competitors are Lego cafes Although this model is still quite new, it is still supported

by many young people

Figure 7: SBG Coffee and Tea

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SBG Coffee and Tea has a youthful and dynamic style, with drinks at reasonable prices right in Ho Chi Minh City General information about the cafe:

difference is that our drinks are healthier, more health-promoting than SGB One advantage of

customers at LEGO.FE is the quality of LEGO Customers can choose normal or genuine lego models according to their needs At LEGO.FE, customers have more choices for their in-store

experience

Pet coffee is very popular in big cities in general and in Ho Chi Minh City in particular They provide services with pets such as dogs and cats

so customers can come play and relax Customers only need to buy a drink or a ticket with a drink to

enjoy the experience With the current trend,

many people have shown more love for their pets

So that is also an extremely strong competitive advantage However, they don't focus too much

on the menu, on the contrary, they focus on providing a great experience for customers So the price is a bit too high compared to the general level

+ Lego play area:

Lego amusement park is a competitor that Lego.FE needs to pay a lot of attention to because this

is also the entertainment service that the brand wants to bring Lego amusement parks have many

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entertainment activities that attract more customers, from children to adults or the whole family But these Lego amusement parks do not serve mixed drinks but only bottled drinks

Dự báo giá trị thị trường F&B Việt Nam, 2023 - 2027f

Figure 8: Forecast of Vietnam F&B market value in 2023-2027

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capita at current prices is estimated to be 101.9 million VND/person, equivalent to 4,284.5 USD,

an increase of 160 USD compared to 2022 The higher the income they receive, the more they need

to pay for their needs F&B demand will increase further This is benefiting the F&B side quite a lot

4.2.2 Politics

Vietnamese politics is in a stage of development with many positive changes The political system

is stable, creating a favorable environment for socio-economic development The Party and State's policies aim to improve people's lives, encourage private economic development and international integration

4.2.3 Sociocultural

Vietnamese culture is a colorful picture, with a rich history and the interference of many different cultures Traditional beauty is expressed through customs, festivals, music, cuisine The reform process has brought great changes to Vietnamese culture and society Economic development has improved people's material lives The increasingly deep international integration has brought many influences on culture and lifestyle, especially among young people Therefore, life around us is becoming more and more interesting with many new things The need for new life experiences is gradually spreading to the community Creating conditions for brands that bring novelty and uniqueness, including LEGO.FE

4.2.4 Nature

Air pollution is currently a painful problem, seriously affecting human health and the living

environment The main cause of this situation is emissions from factories, industrial parks,

vehicles, domestic activities and agriculture In addition, meteorological conditions such as

temperature inversions and weak winds also contribute to the inability of air pollutants to diffuse,

leading to increased pollution The consequences of air pollution are enormous It causes many respiratory diseases, cardiovascular diseases, cancer for humans, and also affects air quality, visibility, causes acid rain, and affects the ecosystem

In Ho Chi Minh City, the pollution problem is becoming more serious

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Dự báo chất lượng không khí (AQI) tại Thành phó Hồ Chí Minh

ngày Mức ô nhiễm Thời tiết Nhiệt độ Gió

Bạn quan tâm đến dự báo theo giờ? Tài ứng dụng

Figure 9: Air quality forecast in Ho Chi Minh City From an economic perspective, this is a strong priority for cafes to have closed spaces with indoor air conditioning Because customers need to breathe in fresher air than polluted air

4.2.5 Law

According to Decree 39/2007/ND-GP of the Government, LEGO.FE, because it is not exempted, must register its business to fulfill its commercial obligations and protect its own rights and interests Business registration brings many benefits such as: creating a professional image, expanding cooperation opportunities, being protected by law, accessing Government support Services,

According to Food Safety Law No 55/2010/QH12, LEGO.FE must comply to ensure the supply

of safe products, protect consumer health, avoid violating the law and build brand reputation Food safety needs to be strictly implemented in all stages from raw materials to product distribution LEGO.FE needs to build a quality management system, traceability and regularly check and monitor product quality

4.2.6 Technology

Technology is increasingly developing and opens up many opportunities for Lego coffee to develop strongly Advanced technology solutions help optimize business operations, enhance customer

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experience and build brands effectively Facilitate marketing and promotion, possibly using social

networks, websites, online advertising or influencer marketing Developing technology also makes

business operations easier Today there are sales management software, online payment systems online reservations, Effective use of technology will help LEGO.FE coffee improve business efficiency

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CHAPTER III: BUSINESS STRATEGIES

- Raw material - Provide drinks | - Drink products - Be honest witt| Students

(Drinks, coffee, niaying services| - Genuine Legs 2ounced

- Future transfel ior — workshop|- Helps usery~ Customer cari

- Infrastructure Instagram,

marketing costs

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- Cost of raw materials

equipment, and devices

Figure 10: Main colors of Lego.Fe (Source: Coolors)

The main colors of LEGO.FE include 2 colors: Yellow and Purple These are two colors belonging

to the symmetrical color set, with different elements Purple represents creativity, information from playing with Lego Meanwhile, yellow represents the F&B industry, healthy fruit drinks often have

yellow flesh, the color of energy When mixing 2 colors, it is a combination of drink and creativity

2.2 Logo

The combination of CAFE and LEGO, combining the letters together, we have LEGO.FE The brand name also wants to show the uniqueness of the Lego product in this drink

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Figure 12: Pixel san serif font

— Expresses creativity and play, reminiscent of Lego

Body font: HELVETICA FONT

34

Helvetica’

1957

Figure 13: Helvetica font

— Simple font that is easy to see, not confusing like Heading font This will be the font suitable for the majority of people, simple and sophisticated Conveying information in multi-text publications

will become simpler

Figure 14: LEGO.FE products

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2.4 Packaging

Material: pure paperPO and coated with a layer of PE (thermoplastic)thin with the purpose of

ensuring user safety even with hot or cold water Besides, paper packaging will contribute to environmental protection, which is part of the social responsibility the LEGO.FE brand is aiming

for

3 Strategy for choosing a business location

Chùa Dược Sư

i BIG FISH SPA - Men's

cad? Vaporizer, store

we

sự

we

ch Figure 15: Diagram of business premises location Note: Currently, the PERCENT COFFEE shop is about to return the premises

36

cars passing by, and is a place with a large customer base of people and office workers

e The standard of living in this area is high, suitable for its consume

e The cost of premises is cheap compared to the general premises (N Gia Tri, Ung Van Khiem)

Table 7: Overview of the premises

4 Strategy of sale

Based on the target market mainly on the main segment: Gen Z generation (including

teenagers/middle-aged people) living in Ho Chi Minh City with an active and creative lifestyle

That's the style LEGO.FE is aiming for The coffee shop helps customers have a comfortable space

to unleash their creativity, creating the most positive environment Unlike similar store models, LEGO.FE also has a variety of drinks, from coffee to healthy drinks for customers to choose from Thanks to the current competitive advantages and set goals, LEGO.FE will apply the 4P Marketing model in its sales strategy

4.1 Product

First is to focus on product development The products here are a variety of healthy and safe drinks for consumers LEGO.FE's business products are divided into 5 main groups:

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- Group 1: Coffee (Coconut, Espresso, Latte Macchiato)

- Group 2: Tea (Golden lotus tea, LEGO.FE milk tea)

- Group 5: Smoothie, Fruit

Healthy drinks are not just tea or juice, but LEGO.FE is developing a variety of products from coffee to smoothies Products here are diversified in categories so customers can have many choices Most importantly, we promote the health of our customers, so we always look for quality

ingredients with clear origins so they can feel secure about their drinks The main factor that makes

brand products stand out is "HEALTHY"

In addition, during holidays and different seasons, LEGO.FE will launch limited-time drinks in a specific color such as the "Spring Colors" collection for a passionate summer

4.2 Price

The second factor is price Currently, in the market there are many direct and indirect competitors such as traditional coffee, SGB coffee, Highlands, Therefore, to create a competitive advantage and maintain market share for LEGO.FE When we first launch, we will apply a market penetration

product pricing strategy The goal of this strategy is to attract customers to try it out at LEGO.FE

and retain customers when prices are adjusted after the store gradually goes into stable operation

In the first months, LEGO.FE did not focus on revenue but was looking for potential customers to become loyal customers From there, we will create the profit we desire

The price for each product here ranges from the lowest 49,000 VND to the highest 69,000 VND

It can be seen that LEGO.FE is pricing the in-store experience including drinks and entertainment

at a fairly average range Because we understand that the main target audience is the Gen Z generation They have a stable income or a fairly average income, so they will look for a store with affordable prices there

LEGO.FE's competitive advantage is that customers can enjoy a healthy drink at an affordable price and also experience playing lego here However, in the future, LEGO.FE will consult on material sources including price and quality, so prices will be adjusted more appropriately

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Distribution channel system is also one of the important factors in sales strategy We are currently

only focusing on the upcoming single store and our intended goal in the next 3-5 years will be to

expand to other areas in Ho Chi Minh City

LEGO.FE uses a direct distribution channel model The highlight of LEGO.FE is that the shop is located on Le Quang Dinh street, Binh Thanh district - a gathering place for students such as Hutech, Hong Bang, Van Lang students, So LEGO.FE has a great advantage in terms of prime location to reach the target Gen Z audience The store is invested in modern machinery and equipment and is fully equipped The two-story space is spacious, comfortable and clean, including many rooms with different functions Customers can choose LEGO.FE as a place for entertainment,

in addition, the store also cooperates in trading on online food and drink delivery apps such as Grab, Be, Shopee Food to meet their needs to enjoy drinks from customers far away Opening prime locations and meeting the needs of online customers helps the store attract more customers, helping to increase brand awareness

4.4 Promotion

Finally, there is communication and promotion Throughout the development process of LEGO.FE,

we have proposed the following activities at each time:

drinks excited about such spec

+ 39K for the

on their part This promotio

- Application —_ period! was used as an effective way

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