A business plan of viva star coffee franchise in ho chi minh

A business plan of Viva star coffee franchise in ho chi minh city examines the possibility in using competitive advantages of business that is franchising Viva Star brand in the retailing coffee market. It specifically examines the shortcoming in meeting the customers need of franchise system which are the quality service and playing background music by using technology platform via IPad and Spotify’s music supplier. In addition, it also examines and fingers out a good solution for the family hangout at the weekend by using a complex playing room for children’s customer who has an ability to influence to their family in making different decisions depending on the product kind of interest (Foxman et al., 1989; Swinyard and Sim, 1987). These solutions not only create the customer value propositions but also enhance the competitive advantages and gain more profit for business that is franchising Viva Star brand among competitors in the coffee retail chain market within Ho Chi Minh City.

FENG CHIA UNIVERSITY COLLEAGE OF BUSINESS

GRADUATION THESIS

A BUSSINESS PLAN OF VIVA STAR COFFEE

FRANCHISE

IN HOCHIMINH CITY

INSTRUCTING LECTURER: PROF WEN HSIANG LAI

STUDENT’S NAME: PHAN NGUYEN HUU PHAT– JOHNNY STUDENT ID: D0610145

CLASS ID: 10620031

TAI CHUNG CITY 28th June , 2018

ACKNOWLEDGEMENT

I would like to send sincerely thank to both the teachers of Ton Duc Thang University and Feng Chia University By the cooperation of both universities via international short-term program, it has created good condition for having the opportunity to study at Feng Chia University in particularly, I sincerely thank Professor Wen-Hsiang Lai who enthusiastically instruct me to complete graduation thesis The knowledges are acquired during the learn process not only is the basis for the research process, but also the precious knowledge to enter firmly and confidently in my life In the process of learning and completing graduation thesis,

by my theoretical lectures as well as practical experience are limited That lead to the imperfect reports is an unavoidable thing Hopefully, I will receive Professor's comments in order to improve better my experiences through mistakes Finally, I wish teachers all the best and succeed in career

Sincerely,

EVALUATION OF SUPERVISOR

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Taichung City, Date 28 th June 2018

Supervisor

Prof Wen-Hsiang Lai

TABLE OF CONTENT

ABSTRACT 1

CHAPTER 1: INTRODUCTION 2

1.1 Overview of the concept coffee in Vietnam 2

1.2 Big brands and the big picture of retailing coffee market 2

1.3 Viva Star Coffee – A new comer of coffee franchise in HCMC 3

1.4 Essential elements for the developing model more attractive effectively 5

CHAPTER 2: LITERTURE REVIEW 6

2.1 Family hanging out value at weekend 6

2.2 What are coffee lover want? 6

2.2.1 The role of music on coffee drinking behaviour 6

2.3 Food & Beverages service (F&B) 7

2.4 The state of art 7

2.4.1 The innovation through technology - technology platform 7

2.5 The playing in children 9

2.5.1 The role of toys 10

2.5.2 Sandplay area 10

2.6 The Poter’s Five Forces Model 12

CHAPTER 3: MARKET ANALYSIS 14

3.1 Consumer Market Data 14

3.1.1 Demographics 14

3.1.2 Psychographics 15

3.2 Industry environment 16

3.2.1 Defining Industry Boundaries 16

3.2.2 The structure of the industry 17

3.3 Porters Five Forces Analysis of the Retail Coffee and F&B 17

3.3.1 Bargaining Power of suppliers: Low 17

3.3.2 Bargaining Power of customers: Low to Moderate 18

3.3.3 Threat of Substitutes: Moderate to High 18

3.3.4 Threat of New Entrants: Low to Moderate 19

3.3.5 Intensity of Competitive Rivalry: High 19

3.4 Competitor Analysis 19

3.4.1 Assessing Competitors 19

3.4.2 Selecting competitors 23

3.4.3 Competitive Strategies 23

CHAPTER 4: DISCUSSTION 25

4.1 Identifying Radically Potential Problems from Existing Viva Star Coffee System 254.2 Solutions 254.2.1 Improving business model canvas of Viva star Coffee 25

CHAPTER 5: CONCLUSION 28

LIST OF FIGURES

Figure 1.1: Awareness of 17 Popular Coffee Brand in Vietnam 2016 3

Figure 1.2: Business model canvas of Viva star Coffee 3

Figure 1.3: The current cost structure of Viva star coffee 4

Figure 2.4: Using iPad as a menu card 8

Figure 2.6: Santray with playing object 11

Figure 2.7: The Poter’s Five Forces Model 12

Figure 3.1: Drinking Coffee Rate – Age 14

Figure 3.2: The Price Sensitively Measurement (PSM) 15

Figure 3.3: The Popular Coffee Shop Types 16

Figure 3.4: The popular chain coffee stores in Ho Chi Minh 17

Figure 3.5: The customer's satisfaction in coffee chains 21

Figure 3.6: The customer's satisfaction at Viva star coffee 22

Figure 4.1: The improving business model canvas of Viva Star Coffee 25

ABSTRACT

A business plan of Viva star coffee franchise in ho chi minh city examines the

possibility in using competitive advantages of business that is franchising Viva Star brand in

the retailing coffee market It specifically examines the shortcoming in meeting the customer's

need of franchise system which are the quality service and playing background music by using

technology platform via IPad and Spotify’s music supplier In addition, it also examines and

fingers out a good solution for the family hangout at the weekend by using a complex playing

room for children’s customer who has an ability to influence to their family in making different

decisions depending on the product kind of interest (Foxman et al., 1989; Swinyard and Sim,

1987) These solutions not only create the customer value propositions but also enhance the

competitive advantages and gain more profit for business that is franchising Viva Star brand

among competitors in the coffee retail chain market within Ho Chi Minh City

CHAPTER 1: INTRODUCTION

1.1 Overview of the concept coffee in Vietnam

Coffee is one of the most popular beverages in many countries around the world But each country has a different coffee culture For example, American like take away and Italian sit for a few hours with their coffee, while the French tend to sit and drink coffee to watch the girls walk on the street So how about the Vietnam, especially impressive is the people’s Ho Chi Minh city

Vietnam - known for its coffee culture - has become one of the most diverse beverage markets in Asia with the scale of global giants, local chains and small coffee The coffee in Ho Chi Minh city has a unique culture, at first glance, it looks bumpy and bustling But in fact, it

is incredibly stylish and seductive local’s people as well as the travellers At the morning, there are not difficult to see many people who are middle-aged and officers siting on the chairs at a simple coffee shop It is a traditional way of Vietnamese starting a new day For them, Coffee not only is a material helps people come over sleepiness but also a spiritual food of many people living Saigon In addition, drinking coffee is also a good occasion to hang out with friends and colleagues According to AIM (Academy Institute Marketing) research, 65% domestic consumers tend to drink coffee 7 times for a week and the male occupied 59% The retailing market in Vietnam has reached $278,34 million in 2012 and then continually increase

$573,75 million at 2016 It can be seen in this figure that the consumption of coffee market is significantly potent for many coffee chains of the domestic brand and international brand which are really want to enjoy this large size market However, the market size of coffee is also gradually becoming smaller and more competitive for many businesses enjoying this sector This problem has led to the question that how a new brand coffee can be surviving and developing at the moment which is called red ocean

1.2 Big brands and the big picture of retailing coffee market

In 1/02/2013, the Starbucks coffee chain has opened the first business at Ho Chi Minh and marked into a new moment of franchise coffee market with lots of customer queue a long line at the mid-day to just bought a cup of coffee Patricia Marques - owns the right of Starbucks franchise in Vietnam said: “Starbucks has stirred up the market in a unique way” After three and half years, Starbucks has laid a foundation for the introduction of new coffee chains The competition is getting harder between domestic and international brands No one brands really want to lose for this market size, typically Trung Nguyen and highland coffee

That chart shows that the awareness of 17 top Coffee brands in Vietnam As we can see, Trung Nguyen and Highland are leading about coffee chains in Vietnam with 80% and 79% Awareness while Viva Star brand only 38% awareness We must to care particularly because the people awareness is so large and the Viva star business is facing these big brands which have covered everywhere from the favour locations to the central of city

Whether is it not the most concerning problem because every coffee chains have a various customer segments and unique structure For examples, Trung Nguyen and Highland Coffee most aim to coffee aficionados and mobile professionals but Viva star is another thing That why the market is still potential for many coffee chain changing and growing up in the near future

Figure 1.1 Awareness of 17 Popular Coffee Brand in Vietnam

2016 Source: Dream Incubator Inc

1.3 Viva Star Coffee – A new comer of coffee franchise in HCMC

In 2013, with thousand established companies, star-up company as well as international corporation is growing up within HCM A million job was created and big unemployed trouble was solved To understand, I have chosen a good coffee for many officer workers, and freelancer who are looking for relaxing spaces My mission is on the way bringing the best products to the customer, contributing to develop Viva star brand to become the Vietnam's premier coffee franchise focused on convenient foods and beverages

Figure 1.2 Business model canvas of Viva star Coffee

In addition, the eating habits of Vietnamese is gradually changing Food and food halls are blooming a potential and abundant future for F&B industry Foreseeing the opportunity

from the market, Viva star also quickly expands its business in food and beverages at the favour locations in the big cities and continues to grow in other developing provinces such as (Binh Duong, Dong Nai, Ben Tre, …etc.) We always upgrade, improve the image of brand so that customers can identify easily about Viva Star that is not only coffee but also food and beverage

Thought out Five years, it is quite a long time for Viva star to do business the right way During that time, they totally opened 60 outlets Viva star coffee shops with fully structure from small to big facilities In additions, food and beverage qualities are also the primary problems That why they always looking for the best supplier of fresh and high quality to fit with customer Officer and middle-aged are one of the customers extremely strictly in the way that they enjoy coffee Just only take a sip, they also immediately can recognize the coffee good or not, original coffee or fake Those are reasons that make Viva star must improve gradually their quality beverages, especially is coffee If not, they are going to lose for this market size The business model canvas shows that officer and middle-aged are currently the main costumers of viva start who have a work day from Monday to Friday or eventually Saturday When coming viva star that means customer have a right choice With existing business system

of Viva star, they provide to customer the best services of food and beverages combine with high quality suppliers such as (co-op mart, Masan… etc.) In addition, along the professional chef and bartenders good at the field of cooking combine will bring to customer the verified food and beverages Besides that, they also offer to customers many interesting combos food and beverage which are best choices for officers and middle-aged at lunch The customer doesn’t need to take so much time to order separately for all kind of food or beverage With some flexible choices in combo, they can choose immediately what they need at a reasonable price and more convenient In addition, as we can see from fig 1.2, the business model of viva star is quite well for customer from Monday to Monday or Saturday However, what happen

to the weekends and holidays? whether they will come viva star or not? Or they have a tendency

to leisure activities with their children That is a really difficult question for Viva star, and what should they do to keep these loyal customers

Figure 1.3 The current cost structure of Viva star coffee- source: Viva Star coffee

The Figure 1.3 shows that the cost structure of Viva star coffee is attractive for investors, in particularly, the franchise fee However, this seems to a viva star’s suggestion for

a basic business and there are not much customer’s value propositions as well as the net profit

is not actually high per a moth Therefore, I want to improve this model up to a higher level which is more attractive and created value for customer By using improved model, it not only boosts the net profit but also enhance the competitive advantages for business that is franchising Viva Star brand

1.4 Essential elements for the developing model more attractive effectively

To tackle the problem with regard to the weekend of officer and middle-aged who are generally already have kids, I need to understand that did Viva star customer segments optimum? And are there any alternatively better solutions? Which balance both the coffee hobby of parent and their kid at the weekend Unfortunately, I figured out that there is still have more a segment that is mentioned “Families”

The costumers and their children who is needed to be care, that why the model of a high level including family segment is decided to upgrading Instead of spending particularly care entire coffee structure, I focus on activities that can promote the personal development in children Creating an enough space for children where they can be learning through playing free and unstructured (Sutton – Smith 1997) Children can learn easily from themselves and the others through playing

By generating a children complex playing room with many kind of construction toys and the sandplay, the coffee would be more attractive to children as well as their parents Construction Toys and sanplay can stimulate and prolong the playing time in children Children will spend more time and energy to play it perfectly That would be useful and more convenient for parents or adults instead of bringing their children to center malls or kid leisure zone which

is too large and inconvenient for moving On top of that, by this complex structure of the coffee shop, the parents or adults can enjoy the coffee and observe their children as well that without any dangerous problems from the children By building this kind of complex model, it not only satisfies the pursuit leisure of drinking coffee of parent but also the children leisure’s activities Besides that, I also particular care about the other elements for the developing model Sound system and fast & accuracy services are one of salient features in the coffee shop Which one is the best innovation for meet the customer needs at the moment The IPad device is an important component in shop which helps customer to reduce almost wasting time in ordering food or coffee Just only a touch by waiter’s finger, the list of order can transform from the table to kitchen area There is no longer missing information, the process will be smoother in system coffee shop And for more element, the music has ability to resonance and filling the atmosphere surrounding It benefits for the private conversations between customers together (Areni, 2003) Therefore, the customer will fell more enjoyable by playing a classic music along good sound system

CHAPTER 2: LITERTURE REVIEW

2.1 Family hanging out value at weekend

The development of economy in the modern life, most people tend to swamp with their work Only through 40-hours weekly work, it seems a long time for many husband and wife There are some questions that how long have you hanged out each other, how long have your kid been home with the television and iPad It is an interesting question which is needed particularly to concern Instead of spending more time with family, many people have a tendency to work overtime at workplace This cause has led to the nonstandard work schedules including weekend

The weekends usually are a special day for people who tend to spend their free time on hanging out, meeting together socially, sports and leisure activities (Presser et al., 2008) Spending this valuable time with family is really important for us to relaxation and rest after hard working week If we do not have these activities, workers are likely to feel more isolated and then lead to the problem with regard to mental health than the other people and it may reduce performance in the company as well as their workplaces (Han & Miller, 2009; Presser, 2000) Therefore, people need to balance effectively between their work and leisure They need

to know clearly and adjust for their body in order to fit with the jobs Reducing limited stress

as well as the burden in their life For more, family hanging out at weekend also a great moment for their kid can promote its both physically and mentally in social activities Children will no longer be afraid with nature environment like they used to They can solve easier the daily problem and more friendly with the others Parents should encourage children go outside as much as possible in order to integrate with the society instead of letting them at home Many family psychologists have noted that the benefits of families and couples in hanging out together It is shown that sharing time of couple is crucial for marriage quality, cementing the relationship and relationship satisfaction (Shaw & Dawson, 2001) Therefore, family should spend more time together outdoor to get a better relationship as well as good condition for development in children in the future

2.2 What are coffee lover want?

2.2.1 The role of music on coffee drinking behaviour

Nowadays, the hustle and bustle of the hochiminh city has contributed to many problem of pollutions such as air pollution, sound pollution and that makes people feel noise, stuffy and headache It has been suggested that most of customer just need a comfortable place where can relax and enjoy music after finishing their hard work Background music plays a pivotal role in our everyday lives: we encounter it in daily activities like working, reading, eating, drinking, shopping, driving, and more Besides that, people in the modern life is tending

to spend more time and money in a restaurant, coffee shops or retail environment as well as the music being played which is considered appropriate with their emotions(Radocy & Boyle, 1997) They will feel more friendly and familiarly at coffee shop Only through a cup of coffee along with a classic song, customer can psych themselves up after hard working time There are no weariness and boring once getting music

Listening to music is amazing and their brain also loves it by the way that affects their brain chemistry and moods Music is constantly mentioned as a language of emotions and is widely recognized as one of the most effective tool for arousing emotions and feelings in human beings It distracts the brain from registering the body's fatigue and increases endurance while improving the heart and muscles performance, giving music both a psychological and physiological impact on our body At its core, music is the combination of audio frequencies and intricate patterns floating through the air and clashing together in our ears On top of that, music also generates a comfortable atmosphere surrounding coffee shop that can filling the empty atmosphere to protect perfectly the private customer’s conversation (Areni, 2003) You

will free more free to take a conversation without bother from others And for more, when felling comfortable, it will stimulate your emotions as well as it easily helps you to focus and catch up on the topic which you are talking about

Unfortunately, in order to choose a true type of background music for customer’s daily moods is very complicated thing It requires the owner of coffee shop must have a taste for music through his music selection because music has many different characteristics and types

of music (e.g., tempo, volume and genre) that affect directly to customer’s behaviour (Duncan Herrington, 1996; North et al., 2000) The middle-aged is one of strict customer segment in the way of enjoying coffee In particular, they most concern about the quality of background music because the people from 36 to 50 years’ age groups could feel the lyrics of music well and comprehend the poetry of music (Bhatti, 2016) Only through a small mistake with regard

to types of choosing inappropriate background music that could be a bad thing for coffee shop Whether classical music leads to greater purchase intentions than does either pop music or no music What kind of music that customers willing to hear at the morning, afternoon or eventually at mid-day

Few recent researches have proved that type of music can affect directly different consumer’s behaviours For example, Areni and Kim (1993), the two experimental conditions

of using classic and pop music in a wine cellar The figure of wine bottles is still the same both music conditions However, the customer’s behaviour tends to consume for expensive wine rather than casual wine In addition, a new recent experiment about the effect of musical style

in a British restaurant over the course of 18 evenings (Adrian C N., 2003) with regard to all

393 customers who ate at restaurant There were around equal figure of females and males The result of survey indicated that playing of background classic musical makes customer willing to spend more and higher actual spending It can be seen that classic music promotes a more upmarket cognition and atmosphere According to the provided data of North and Hargreaves (1998) indicated that classical music led to their shop as being perceived as more upmarket than did other musical styles People will fell themselves more formal and level Therefore, they will have a tendency to consume more product or expensive category

2.3 Food & Beverages service (F&B)

There not only is about the coffee but also the convenience in food & beverages According to Statistical Office in Ho Chi Minh with, GRDP has raised 8,25% compared to the previous year That means the living standard condition is on the way improving The eating habits of Vietnamese is gradually changing More and more people tend to feel more comfortable in expenditures for food & beverages out of their home To understand, we always think about value proposition for our customers in convenient f&b I will create a different kind

of f&b with reasonable prices, various type of combo as well as vouchers and coupons By using combos, many officers will have more multiple choices for their lunch after the shift work in the morning There are not much distant expenditures of food between shop and street vendor, because the cost for meal has improved with a reasonable price

2.4 The state of art

2.4.1 The innovation through technology - technology platform

In the context of modernize, the company need to think about the innovation in order

to can survive among competitiveness There are many kind of innovation methods such as idea, human and management innovations But the most important innovation is technology The development of 4.0 industry is growing up rapidly, it creates a lot of changes for many businesses which are looking for competitive advantages Appropriate chosen technology does wonders for both company and customer According to Dixon 2009, the application to modern technology can improve “service-time perceptions, reduce cost, and increase productivity” In addition, it helps company can gain the market share easier The customer will be served more perfection and that lead to the satisfaction inside themselves (Dixon, 2009)

Benefits to Customer

The convenience to customer: a faster service through applying innovative technology that is

the best way of system optimization The processes will be smoother than ever and the customer will no longer wasting the time as well as their effort for waiting order It will increase the customer’s satisfactions (Berry, 2002) In addition, the innovative technology is also helps customer who wants to control exactly the time that they do not want to be waited too long Customers prefer to a meeting that they can recognize and have a significant control over the time of that meeting (Ariely, 2000) Therefore, by using innovative technology in business can make the customer’s satisfaction The company can predict exactly the time for customer and that makes the process is more professional

Benefit to business

The fast and accurate services: the service speed affects directly to an amount of customer

If the service can be speed up, the more customer will be served That lead to the customer’s satisfaction and the company’s revenue also increase as well Technology can optimize service

by reducing the ordering time, giving advanced information, and reducing the costs for business, in particular is labour costs (Dixon, 2009) Therefore, by applying technology, the business can make an impressive sense into customer and more and more people will come to company automatically

IPad is a tablet developed by Apple Inc Announced on January 27, 2010, this device creates a new classification between smartphones and laptops After that, the iPad was sold out like a hot cake with 3 million items in 80-days (Report from Apple Inc 2010) That was an impressive sale which generate a chance of real business as well as iPad opportunities come at potential customers iPad touch screen as its primary user interface Unlike traditional touch screen technology, the processes that iPad interact with people is more friendly in many restaurants and shops With an optimized iOS system, there not really hard to ordering meals Customers and staff no longer have to walk to the system to get things done In addition, while traditional touch screen computers give people instant access by ‘touch’ only, the iPad allows customers to ‘write’ information through built-in finger writing recognition This is easier for restaurants to collect customers’ responses and comments No need complex and expensive technology, just an iPad combine with verified application we can easily install a smooth internal system On top of that, this internal system will enhance the speed and precision of making dishes There will no longer serve the wrong table and the customer will not waste so much time for ordering dish Creating more free time for customers professionally and effectively at break time

Figure 2.4: Using iPad as a menu card

Mobile payment

Nowadays, by the explosion of E-commerce and advances technology has laid a strong foundation for online payment, especially impressive is mobile payment which supports a range of convenient services in the human life Mobile payment is also a payment method Only with a cell phone, people can easily do lots of mobile transitions with an optimized handing (bill payments, closeness payments at the point of sale, transfer to the other accounts, person to person transfers… etc.) (Oliveira, 2016) This kind of mobile transitions not only changes the way that people have a payment together but also generating and supporting to the new business It gradually changes the people’s shopping behaviour at the moment More and more people in the modern life gradually use cell phone as an essential device which is extremely important to daily life We cannot live without cell phone which we grab at every beginning morning and before getting sleep By the widespread use mobile devices as well as its closeness with people is a primary cause that make them acceptable for mobile payment situations (Mallat, 2007) Therefore, mobile payment is like a new hot trend of transitions in young people as well as adults It can optimize effectively the speed of payment that do wonders for both traders and consumers from significant operation time going down Therefore, people can easier control their account balance than the other traditional payments (credit card, cash or ATM) There will be no longer scenarios of card fraud, safer and more secure People will not worry too much about forgetting credit card or cash because mobile will take over all of this type of payment

Samsung Pay

In 13/09/2017, after contracting with National Payment Corporation of Vietnam (NAPAS), Samsung has launched a new solution in mobile payments which is called Samsung pay (news.zing.vn) It uses a new platform of technology in mobile payment and modern security system With Samsung pay, I will no longer need to bring along credit card or ATM because it integrated in Samsung pay Only a cell phone you can easily flexible using payment cards Until now, Samsung is available with most of banks in Vietnam at the moment (Vetcombank, Citibank, Sacombank, BIDV, Agribank, etc.), Vietnamese will have various choice in payments through point of Sale (POS)

National Payment Corporation of Vietnam (NAPAS) is currently administering and operating a switching system interconnected more than 17,000 ATMs, 270,000 POS machines (napas.com.vn) It can be seen form the figure, Samsung pay is on the way to approaching most

of POS machines which is placed on many point of sales (restaurant, hotel, shops, etc.) over the Vietnam as well as HoChiMinh city This is a good signal for payment because we can pay money anywhere at any time

2.5 The playing in children

Playing may laid a foundation of social behaviours because it needs a communication and cooperation among many people surroundings with different type of roles at the same pre-agreement It also stimulates awareness and melioration in the efficiency of thinking as well as problem solving All kind of play from imagination to physicals is very important for children’s development According to play theorist Brian Sutton-Smith, the children is born with a very big neuronal over-capacity They can also be learning through the process of playing, how to connect with the other people and think abstractly (Sutton – Smith 1997) That means, at this term of kid’s developing neuronal, parents or adults need to support them as much as they can

in order to stimulate the imagination about the world Helping them recognize exactly what is the most important necessary for themselves

Playing in children have a various style, sometime they can play alone or with others, outdoor or even lying on the floor In order to motivate children can prolong the playing time,

parents or adults should encourage and support them Creating a wide enough space inside the home’s garden or supplying a playing objects to enable the broadest range of play possibilities will help most of neural system of children’s brain are improved and enhanced, and leading to the great work of imagination are shown up (Goldstein, 2012)

2.5.1 The role of toys

Toys are not only the stuff which is built for kid’s play but also something can stimulate children playing preferences and help children spend more time for a prolong play The children are going to play longer with the play objects which is suitable for them, and willing to gain the best benefits that play has to offer The available of toys in period of early childhood affected directly to the kid’s IQ at 3 year-olds The children approach with numerous kind of toys that can be got a better level about intellectual achievement than normal kid even the sex, race or social class (Elardo et al., 1975)

Unstructured play toy is known as any interest activity taken by a kid without the

conduct of parents This game tends to focus on doing task rather than its result Unstructured toys are an important object for the children’s development because it connects the communication among many children together in order to enhance social interactions

Construction toy is usually played by children in 3 and 4-year-old When children enjoy

this game, they tend to use objects with a predetermined shape and size to create their ideas and creation This kind of game is called construction play, stimulates the play in children with many blocks and Legos to generate a great product which is appeared in children’s mind before

In addition, children can effectively learn mathematics and numbers through playing this game The children can practice the use of complex skills as well as the ability to envision and connect images that things are available in children’s mind before playing (Henniger, 1987) For example, when building a fortress with blocks or Legos, they will have many opportunities to practice as well as learning mathematics skills They have to choose correctly the difference between shapes and sizes blocks or Legos After that, they carefully must measure length, width, and height in order to suitable with the fortress that the children imagine before (Henniger, 1987) On top of that, when the children play with blocks and Legos, that means they also play with spatial configurations and Spatial science is an important aspect of geometry and mathematical achievement (Casey, Pezaris and Nuttal 1992) In generally, children are doing mathematics through the way that they are playing construction games Therefore, parents should encourage and support them in order to get a better thinking as well

as community skills

2.5.2 Sandplay area

Sandplay (or Sandspiel) was developed by Swiss Jungian analyst Dora Kalff

(1904-1990) in the mid-20th Century.Sandplay introduced in many countries around the world by Kalff By her ability in speaking languages, she can communicate with many audiences from French, Dutch, Italian, German and English by their negative languages From bottom of her heart, she stimulated the imagination of audiences by the pictures and experiences of sandplay Apparently, sandplay meets the need of therapists who are looking for nonverbal methods After the trip with a lot of success, many psychotherapists and Jungian analysts have integrated Sandplay into their work in Europe and North America (Mitchell and Friedman, 1994, p 77)

In sandplay, the children have got all kinds of figures to choose from numerous miniature worlds They can create what is going on that reflect thoughts, struggles and concerns inside or outside them by choosing whatever or anything object within limited size of sandtrays (Boik & Goodwin, 2000) In the miniature worlds of children, parents can easily more understand about the children’s thinking and how does the children integrate with their own worlds Parents or adults can ask children several question with regard to their miniature worlds (what is type of world or country you are going to create, or look at the miniature world, can you tell me your felling about this… etc.) Since then, parents and adults can support exactly

non-verbal communication for children Because, children cannot verbally express themselves

as adults do(Landreth, 1991)

Figure 2.5: The space of sandplay

In addition, sandplay not only the interest game which creating the own worlds for children but it also a therapy It is like a type of indirect play therapy and the therapist act as a supporter who helps children can express their emotions through its soul (Nasab and Alipour, 2015) In a therapist, whatever their orientation, this type of sandplay therapy seems to a special and valuable resource For a long time, sandplay therapy has been found and developed In the treatment world, sandplay therapy has found a new position for treatment of children (Abdollahi et al., 2010)

Sanplay therapy can help children get away negative emotions and suppressed emotions

by the way that children express directly to their inner thoughts (Kim & Kim, 2013) It is also

a special experiences and appropriate development for children that can connect and express their emotions directly to friends By using available materials, the children can invent a range

of concepts which is related to their life For example, boys pick up army materials to set a miniature battle while the girl will tend to choose dolls to set a beach view with castles and miniature forest combine with many animals When playing together in the same sandtray, it will change the way that children learn each other A group play therapy influences many kinds

of the advancement in social skills: self-acceptance, acceptance of others, self-respect and respect each other (Baggerly và Parker 2005) That is extremely an important thing which regarding to the personal development of children’s cognitions as well as thinking in the future

In addition, it helps children to control positively themselves as well as enhancing their good