Highlands Coffee

Introduction

• Highlands Coffee known since 1998, owned by Viet Thai International joint stock Co.

• About 30 outlets all over Vietnam

• Highlands Coffee brings a fresh style to coffee shop business field

• Highland’s distribution system expands rapidly but closely controlled, no agency, no

franchise...

• New style of decoration, performance, services and products; modern management,

good facilities

IntroductionChairman

Human Resouces

Department

Research Department

Financial Department

Districts Managers (Highlands Coffee

Shop)

Marketing Department

Regional Director

Founded in 1998 and just focus on packaged coffee, to 2002, the Highlands Coffee cafes first official release. Up to now it has nearly 100 stores, concentrated in big cities:Ho Chi Minh City, Hanoi, Haiphong, Danang, Vung Tau, Dong Nai

District Managerment

Store Director 1 Store Director n

Waiter/WaitressAssistant Delivery Staff Securities GuardBartender

STT Khoản mục0 1 2 3

I TỔNG DOANH THU 3,456,000,000 5,184,000,000 6,336,000,000 Công suất hoạt động dự kiến 30% 45% 55%

- Sản lượng tiêu thụ 86,400 129,600 158,400 - Giá bán/DVSP 40,000 40,000 40,000 II TỔNG CHI PHÍ 2,142,480,000 2,380,080,000 2,538,480,000 1 Biến phí 475,200,000 712,800,000 871,200,000 - Nguyên vật liệu 475,200,000 712,800,000 871,200,000 - BHYT+PL+BHXH - - - - CP quản lý - - - - CP bán hàng - - - - Chi phí khác - - - - Lãi vay vốn lưu động - - - 2 Định phí 1,667,280,000 1,667,280,000 1,667,280,000 - Điện 36,000,000 36,000,000 36,000,000 - Nước và internet 36,000,000 36,000,000 36,000,000 - Lương 335,280,000 335,280,000 335,280,000 - CP quản lý 270,000,000 270,000,000 270,000,000 - CP bán hàng - - - - CP thuê đất 960,000,000 960,000,000 960,000,000 - CP khác 30,000,000 30,000,000 30,000,000 - KHCB - - -

III Lợi nhuận trước thuế 1,788,720,000 3,516,720,000 4,668,720,000- Lãi vay TDH 75,369,002 50,246,002 25,123,001 - Thuế TNDN 500,841,600 984,681,600 1,307,241,600

IV Lợi nhuận sau thuế 1,212,509,398 2,481,792,398 3,336,355,399

Năm

Chỉ tiêuSố lượng bàn: 20 bàn 20 bàn 20 bànTổng số ly/bàn/ngày: 4 ly/bàn/ngày 4 ly/bàn/ngày 4 ly/bàn/ngàyGiờ hoạt động/ngày: 10 tiếng/ngày 10 tiếng/ngày 10 tiếng/ngàyThời gian trung bình sử dụng 1 bàn 1 tiếng 1 tiếng 1 tiếngTổng số ly bán/ngày: 800 ly/ngày 800 ly/ngày 800 ly/ngàyCông suất bình quân của quán 30% 45% 55%Số lượng bán bình quân: 240 ly/ngày 360 ly/ngày 440 ly/ngàyGiá bán bình quân/ly: 40,000 đ/ly 40,000 đ/ly 40,000 đ/ly

Doanh thu bình quân/ngày: 9,600,000 đ/ngày 14,400,000 đ/ngày 17,600,000 đ/ngày

Năm 1 Năm 2 Năm 3

ProductDiversification in coffee and other beverage, outstanding kinds such as:

espresso capuchino latte

Vanilla latte Caramel Macchiato Drip coffe

ServiceProfessional

Enthusiastic Smile

Caring

Place:Perfect , luxury comfortable place to install the

shopThe coffee shop chain mainly concentrated in:

Restaurant – Hotel state

• Price

– priced at high level but not the top

– average price from VND22,000 for each drink/ dining

• Promotion

– offer 2 kinds of card as sales promotion and brand

image building

VIP card: price-offs, free goods, gifts, rewards and other

specialty advertising items, discount card for loyal customers

or on special occasions

Strengths

• New style of mixed culture between the West and the East

• Consistency in Western identical decoration and delivery service

• Diversify coffee products every six weeks

• Good location with beautiful view

• Many stores in one city make good brand awareness for Highlands

• Staff are friendly and professional

• Highlands café follows a modern and effective management

• Managing Director of Highlands café is powerful in capital

• All Highlands cafe stores belong to one owner, Mr David Thai

Weaknesses

• It looks so premium that many customers seem reluctant to enter while they can

afford

• Western style need time to be suitable for Vietnamese lifestyle

• Highlands coffee is rather expensive due to high cost in materials and operating

system.

• Highlands café does not focus much on promotion campaign.

• HL depends much on foreign material

Conclusion

Highlands Coffee always look forward to bring their customers the feel

of a traditional and modern values . As a famous brand, they put trust in bringing

customers the most sophisticated experience of coffee.

Reference

Website:

http://www.highlandscoffee.com.vn

http://www.proxi.vn/real-life-in-marketing-details.aspx?ai=115

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