TRƯỜNG ĐẠI HỌC KINH TẾ - ĐẠI HỌC ĐÀ NẴNG
KHOA QUẢN TRỊ KINH DOANH

TIỂU LUẬN VỀ HIGHLANDS COFFEE

Nhóm 2: Nguyễn Bích Hồng
Chu Thị Thu Hương
Lê Hà Nhật Quỳnh
Võ Thị Vân Trinh
Nguyễn Thanh Nhật Linh

Đà Nẵng, ngày 09 tháng 01 năm 2022


TABLE OF CONTENTS
TABLE OF CONTENTS...........................................................................................i
TABLE LISTS.........................................................................................................iii
CATALOG OF IMAGINES....................................................................................iv
INTRODUCTION.....................................................................................................1
PART 1. THE HISTORY OF ORIGIN AND DEVELOPMENT OF HIGHLANDS
COFFEE....................................................................................................................3
1. About Company................................................................................................3
1.1. The Beginning of coffee brand - Highlands Coffee...................................3
1.2. The progress of form and development of Highlands Coffee.....................4
1.3. The vision and mission of Highlands Coffee.............................................5
1.3.1. Mission:..............................................................................................5
1.3.2. Vision:................................................................................................6
1.3.3. Organizational Structure is functional Structure.................................6
PART 2. THE ANALYSIS OF THE EXTERNAL ENVIRONMENT AND
ORGANIZATIONAL CULTURE............................................................................7
2. The External Environment................................................................................7

2.1. Macroeconomic Environment....................................................................7
2.1.1. Political:..............................................................................................7
2.1.2. Economic............................................................................................7
2.1.3. Socio-cultural:...................................................................................10
2.1.4. Technological...................................................................................11
2.1.5. Environmental:..................................................................................13
2.1.6. Legal:................................................................................................13
2.2. International Environment:......................................................................14

i


2.3. Microeconomic Environment...................................................................15
2.3.1. Customers.........................................................................................15
2.3.2. Suppliers...........................................................................................16
2.3.3. Competitors.......................................................................................18
2.3.4. Labor Market....................................................................................29
REFERENCES........................................................................................................32

ii


TABLE LISTS
Table 2.3-1. Direct competitors...............................................................................20

iii


CATALOG OF IMAGINES
Figure 1.1.1. Logo Highlands Coffee........................................................................4

Figure 1.1.2. Slogan Highlands Coffee......................................................................4
Figure 1.3.1. Organizational structure.......................................................................6
Figure 2.1.1. Vietnam's Industrial Production Index Growth from Dec 2020 to Nov
2021........................................................................................................................... 8
Figure 2.1.2. The graph of GDP in Vietnam (1985-2020).........................................8
Figure 2.1.3. View Vietnam's Visitor Arrivals from Jan 2001 to Nov 2021..............9
Figure 2.1.4. The line graph of CPI in Viet Nam (2017-2020)..................................9
Figure 2.1.5. Simplified model of the population pyramid of Viet Nam (2017)......10
Figure 2.1.6. Frequency by sex and age..................................................................11
Figure 2.1.7. Rankings for Viet Nam (2019–2021).................................................12
Figure 2.1.8. Highlands Coffee’s self-service vibrator............................................12
Figure 2.1.9.Coffee growing area in Vietnam.........................................................13
Figure 2.1.10. Typical image for the site with a beautiful location of Highlands
Coffee...................................................................................................................... 13
Figure 2.2.1. Uus-china trade war............................................................................15
Figure 2.3.1. Customers...........................................................................................15
Figure 2.3.2. Coffee bean........................................................................................16
Figure 2.3.3. Viet Thai International Logo..............................................................17
Figure 2.3.4. Overall Buzz Volume about coffee shop chains in VietNam in 2020 19
Figure 2.3.5. Leading coffee-shop chains in Vietnam in 2019, by revenue.............19
Figure 2.3.6. F&B....................................................................................................26
Figure 2.3.7. Nestle's Nescafe.................................................................................27
Figure 2.3.8. Vinacafe.............................................................................................27

iv


Figure 2.3.9. Maccoffee...........................................................................................28
Figure 2.3.10. Lemon tea.........................................................................................28
Figure 2.3.11. Highland Coffee Staff......................................................................31


v


INTRODUCTION
It has been more than a century since coffee trees were first planted in some
northern provinces, but coffee has probably never been as popular and popular as it is
now. And ever since, coffee culture and accompanying products and services have
formed in the lifestyle of Vietnamese people.

Cafe came naturally to Vietnamese people. It comes every morning to bring the
spirit to work for a long busy day, and it also comes with the bitter taste of coffee and
the sweetness that melts on the palate for those who know how to take the time to sip
and enjoy it. It brings silence between the chaos and worries and it also brings
memorable moments with so many joys and sorrows… Perhaps that's why coffee has
long become an indispensable drink for a large number of Vietnamese people,
especially office workers. Besides, fast food and other drinks are also growing rapidly
because they very well meet the needs of eating, entertainment, or simply a place for
dating.

Unlike other coffee companies, Highlands coffee chooses its direction, because
the customers it targets are those with high and moderate incomes, and the business
goal of Highlands coffee is to lead the way, leading the luxury retail industry in
Vietnam. Therefore, not only doing business in the field of coffee, but Highlands
Coffee also expands its business activities into the range of accompanying products
and services to meet the increasing needs of diners. Highlands Coffee wishes to satisfy
customers’ maximum needs, and its success is confirmed by customer satisfaction.

To apply the acquired knowledge to analyze real-world situations (organization
and organizational environment), to develop some basic skills of a manager, including

searching, organizing and information analysis, decision making, teamwork, and
communication. Our group has decided to research and analyze the Highlands
company.

1


Due to the limited knowledge as well as the ability to grasp the actual situation,
the essay must have many shortcomings. Our team is looking forward to receiving
your contribution to this research topic to be further introduced.

2


THE SUGGESTION OF RESEARCH
PART 1. THE HISTORY OF ORIGIN AND DEVELOPMENT OF HIGHLANDS
COFFEE
1. About Company
Company’s name: Highlands Coffee - Công Ty TNHH Việt Thái Quốc Tế
Founded year: Since 1999
The company's headquarters: 240-242 Phạm Văn Đồng, P. Hiệp Bình Chánh, Q.
Thủ Đức, Tp. Hồ Chí Minh (TPHCM)
Website: />Areas and scope of activities:


Business: Coffee - Production and Wholesale



Products and services: 

Coffee beans of all kinds

Instant coffee

Premium coffee beans

Highlands coffee

Roasted coffee beans
1.1. The Beginning of coffee brand - Highlands Coffee 
In 1995, a young Vietnamese-American entrepreneur - David Thai, had
returned to Vietnam, inspired and prompted by his love for his homeland. Because his
parents are Vietnamese, he has heard many magnificent stories about his country’s
traditional values since he was young. Despite receiving Western education,
Vietnamese-dragon blood still runs inside him and lets him back to find out the culture
of his mother-homeland.
From the love of Vietnam and the passion for coffee, in 1999, the brand named
Highlands Coffee was born with the passion of raising the café heritage of Vietnam
and spreading the spirit of Viet pride, connecting harmoniously between tradition and
modernity.

3


The slogan of Highlands: TỰ HÀO SINH RA TỪ ĐẤT VIỆT 1999
HIGHLANDS COFFEE: PROUDLY BORN FROM THE VIET’S LAND SINCE
1999

Figure 1.1.1. Logo Highlands Coffee


Figure 1.1.2. Slogan Highlands Coffee
1.2. The progress of form and development of Highlands Coffee 
Back in 1995, this young Vietnamese American - David Crown returned to
Vietnam, started the journey of coffee with 700 USD. Overcoming the difficulties of
beginning a new career, until 2000, Highlands Coffee brand appeared on the Vietnam
market when launching the product line packaged ground coffee. By 2002, the first
Highlands Coffee shop was born in the city, a week later, a Highlands Coffee shop
also was born in Hanoi, marking the landing of a modern coffee system across urban
Vietnam's major. Since then, Highlands Coffee is constantly evolving and growing, the

4


brand became famous cafes, not only domestically but also activities encroaching into
the international market.
In 2006, Highlands Coffee had 25 cafe shops nationwide. This is also a time
marked a major change in terms of Highlands Coffee brand identity and space bar. In
2011, Highlands Coffee rapidly expanded with 50 cafes. By 2014, this number was
increased to 75. And up to the present, Highlands Coffee cafes reached 100, with
widespread development in 7 major cities of Vietnam.
Born from an endless fascination for Vietnam's coffee, grown from the heart of
man with a stick, Highlands Coffee is not just a simple cafe but also carries on its
cultural mission of reflecting part of the modern lifestyle of Vietnam. Gone through a
long journey, Highlands Coffee remains focused on options selected by hand to each
best quality coffee beans, roasted fresh daily. Then after delivering to the customer, the
product of Highlands Coffee always remains the same taste, which is delicious.
By prudent steps, Highlands Coffee has achieved market leadership. Not
stopping there, the desire to introduce Vietnamese coffee to the world, Highlands
Coffee first laid the foundation for the path to conquer foreign markets, such as the
Philippines.

On this occasion, Highlands Coffee officially launched the icon Coffee Phin.
By far, the coffee Phin has been a particular symbol of Vietnamese coffee that no other
country has. Therefore, the symbol of Highlands Coffee: Coffee Phin is seen as an
affirmation of the uniqueness of the coffee culture of Vietnam, contributing to making
Vietnamese coffee an icon to reach the world.
1.3. The vision and mission of Highlands Coffee
1.3.1. Mission:
Sứ mệnh của cà phê Highlands là trở thành thương hiệu cà phê và trà Việt Nam
hiện đại dẫn đầu với sản phẩm ngon, giá cả hợp lý và trải nghiệm cà phê và trà mọi lúc,
mọi nơi.
Highlands Coffee’s mission is to become the leading brand in the taste and style
of modern Vietnam’s coffee, with reasonable prices, ready to serve customers anytime,
anywhere. [1]

5


1.3.2. Vision:
Năm 1999, Highlands Coffee ra đời với tầm nhìn trở thành thương hiệu cà phê
Việt Nam, dùng chính nguồn ngun liệu từ đất Việt để tơn vinh văn hóa “pha phin”
đặc trưng và phục vụ cho người Việt. [2]
In 1999, Highlands Coffee was born with the vision of becoming a Vietnamese
coffee brand, using the raw materials from Vietnam to honor the typical "filtermaking" culture and serve the Vietnamese people.
1.3.3. Organizational Structure is functional Structure.

Figure 1.3.3. Organizational structure
The corporate apparatus is structured according to functions and management
hierarchy from top to bottom, with the highest management level being the Board of
Directors, which is directly accountable for the firm's running production and business
operations on behalf of the Board of Directors. The departments are in charge of

advising the director. [3]

6


PART 2. THE ANALYSIS OF THE EXTERNAL ENVIRONMENT AND
ORGANIZATIONAL CULTURE
1. The External Environment
1.1. Macroeconomic Environment
1.1.1. Political: 
Vietnam's political regime is stable and sustainable development depends on
many factors, some of which can be briefly mentioned:


Culture: VietNam has many cultural traditions. for example Multi-ethnic

culture (54 ethnic groups), united in diversity. Prominent is an open, adaptive and
harmonious culture of human civilizations that are beneficial to businesses.


National defense and security: Vietnam implements a defense policy of

peaceful nature, self-defense, and settles all disagreements and disputes with other
countries by peaceful means. As for security, Vietnam is relatively stable and safe.


Social life: people live in peace and are supported and supported by the state.

Political stability in Vietnam helps Highlands Coffee have an environment for
sustainable development. Facing the complicated situation of the Covid-19 epidemic

not only in Vietnam but also in the world, the Government has flexibly adjusted fiscal
policies such as exemption and reduction of many taxes and fees in areas affected by
the pandemic, to timely support businesses had an influence in the same way,
including Highlands Coffee. [4]
Additionally, the government has many policies to support coffee production as
well as the development of coffee resources. Thus, the quality of domestic coffee
products is obtained, which is the source of raw materials Highlands Coffee uses to
make drinks. [5]
1.1.2. Economic
The growth or decrease rate of some key statistical indicators in November 2021
compared to that of the same period last year:


Industrial production: Since the COVID-19 pandemic has emerged,
production and business activities in many localities are continuing to

7


accelerate, adapting to the culture of "new normal". Many provinces and cities
recorded that over 90% of enterprises have resumed operations and restored
production chains. Therefore, Vietnam Industrial production rose 1.6% YoY in
November 2021, following a drop of 6.1 % YoY in the previous month. [6]

Figure 2.1.4. Vietnam's Industrial Production Index Growth from Dec 2020 to Nov
2021


Gross Domestic Product (GDP): The epidemic prevention and control,
maintaining production and business has helped GDP in 2021 increase by

2.58% by estimated way over the same period last year which increased nearly
2,12%. [7]

Figure 2.1.5. The graph of GDP in Vietnam (1985-2020)


Number of international visitors: Information from the General Statistics
Office shows that, since Vietnam piloted the international passenger flight
route, the number of visitors to Vietnam has increased sharply again. In
November, Vietnam is estimated to welcome more than 15,000 international

8


visitors, up 42.4% over the previous month. Congratulate Highlands Coffee on
coming back to welcome international guests as one of the main customers. [8]

Figure 2.1.6. View Vietnam's Visitor Arrivals from Jan 2001 to Nov 2021


Consumer Price Index: Data released by the General Statistics Office on
December 29 showed that the monthly consumer price index in December 2021
decreased by 0.18% compared to the previous month and increased by 1.81%
compared to December 2020.

Figure 2.1.7. The line graph of CPI in Viet Nam (2017-2020)


Core inflation: Core inflation in December 2021 increased by 0.16% over the
previous month, up by 0.67% over the same period last year. Average core

inflation in 2021 increased by 0.81% compared to the average in 2020. [9]

In general, the economic growth rate of Vietnam over the years has significantly
grown. Despite the significant impact of the Covid 19 pandemic, the scale of

9


Vietnam's digital economy in 2021 will still reach 21 billion USD. [10] Inflation in
Vietnam is low, which means that domestic goods are cheap. For indigenous people,
they will tend to use domestic goods more, and for most international customers, they
will be satisfied with the price. This is beneficial for Highlands Coffee when operating
in this market. Vietnam is also a developing country with an average income of more
than 60 million VND per year; hence, paying for a cup of coffee from 40,000 VND to
70,000 VND at Highlands Coffee is possible.
1.1.3. Socio-cultural:
Nowadays, understanding the psychology and demands of customers is not only
important in businesses to generate sales but also supports them in gaining a firm
foothold in a highly competitive market. And socio-cultural has a strong influence on
customers' buying behavior.
According to the December 2021 census, Vietnam has a population of over 98
million people. The population pyramid is relatively young and people of working age
account for roughly 63.9 percent of the population. Per capita income has also
increased over the years so Highlands Coffee has chosen its customers. [11]

Figure 2.1.8. Simplified model of the population pyramid of Viet Nam (2017)
People aged from 19 to 49 have an average frequency of drinking coffee about
3 times / week. Female customers often choose to drink coffee at chain cafes.
Meanwhile, men choose to drink coffee at popular cafes or local traditional cafes
because they drink more coffee than women. [12]


10


Figure 2.1.9. Frequency by sex and age.
Besides, Vietnamese enjoy coffee as a culture and they arrive at the coffee shop
for coffee or a socialized place. Therefore, it is easy to prove that Vietnam is one of
the countries with a wide range of coffee shops, ranging from the chain, brand, and
popular shops to takeaway shops. 
From the above analysis, we can see that the rapid population growth is
beneficial for business expansion, creating consumption opportunities and increasing
revenue for  Highlands Coffee. So far, Highlands Coffee has owned the most stores
with 150 stores in Vietnam. Through customer behavior analysis, Highlands Coffee
has determined target customers. They are middle-class consumers, office workers,
and young people who are in the age between 19 and 49. Therefore, the space design
has a mixture of modern and ancient, bearing the typical Western features of stores
bearing this brand name. [13]
1.1.4. Technological 
Vietnam is catching up with the world's innovation index. WIPO ranked Vietnam 44th
out of 132 countries and economies and recognized Vietnam as one of the few
countries with systematic growth in 2021. [14]

11


Figure 2.1.10. Rankings for Viet Nam (2019–2021)
Brand drinks or food can be taken home or enjoyed on site, whatever the type
of service, the dishes are served quickly to make customers satisfied. Many devices
have been put into use such as barcode scanners and receipt printers to save time in
sales management.  Self-service vibrating cards are a unique piece of technology not to

be missed in Highlands Coffee. Customers who visit Highlands Coffee will place their
orders and pay for their purchases at the counter. They will then be issued a vibrating
card, which they must wait until it lights up and vibrates before approaching the
counter to receive the products. Customers will have a new experience with the selfservice approach because they will be able to actively order quickly, reducing wait
times and ensuring the “First In - First Serve” philosophy.

Figure 2.1.11. Highlands Coffee’s self-service vibrator
1.1.5. Environmental:
Coffee tree is a tropical plant that grows best in high
mountainous areas.  The most suitable rainfall is from 1300
to 1900 mm. The altitude is 600 to 2500m, the temperature

12


is 20 -26 degrees Celsius. The high mountains of Vietnam which account for 3/4 of the
terrain also have this type of climate. In 2018, the country's coffee area was very large,
about 720,000 hectares with an annual output of more than 36 million bags and
maintained continuously until now, making Vietnam the second largest producer in the
world. It is because of the right natural environment that has brought a source of
quality coffee, which is the secret to creating the rich and delicate flavor of a cup of
Espresso at Highlands Coffee. [15]
According

to

WEF

announcement, in the assessment
period 2017 - 2018, the capacity

and

quality

infrastructure

of

Vietnam's
continuously

increased, from 95/144 in 2011
to 79/137 in 2016, allowing
Figure 2.1.13. Typical image for the site with
a beautiful location of Highlands Coffee

Highlands Coffee to not only
contribute to a better investment

environment in Viet Nam but also to find suitable business premises, resulting in the
opening of numerous shops. Suitable locations for the Central Highlands are usually
located in the city center or famous shopping malls, which are all bustling areas. This
helps the brand to reach closer to its target audience. [16]
1.1.6. Legal:
Currently, the legal procedures in business in Vietnam are increasingly
following the trend of simplicity, the time of that procedure is shortened a lot.
Some basic laws that food businesses must follow consisting of Highlands
Coffee:
Food-Safe law: regulations on rights and obligations of organizations and
individuals in ensuring food safety. Highlands has a certificate of food safety for a

wide range of businesses. [17]
Law on corporate income tax: Highlands Coffee is taxed by income from
trading in goods and services according to regulations. [18]

13


The Government issued Resolution No.13/NQ-CP dated May 10, 2012, on
several solutions to remove difficulties for production and business, as well as market
support. This aids the economy's growth by increasing income and demand, thereby
facilitating the growth of production of businesses in general and Highlands Coffee in
particular. [19]
1.2. International Environment:


Vietnam joined ASEAN in 1995, establishing relations with 171 countries. In

2007, Vietnam became the 150th member of the WTO, in 2016 Vietnam officially
signed the TPP agreement,... These things greatly affect the attraction of investment
capital, access to advanced technology in the modern production line, leading to
improved coffee production as well as in the sales chain. But this is also a big
challenge for Highlands Coffee because it haas to compete with similar products of
foreign companies imported into Vietnam.


COVID-19

The COVID-19 outbreak has resulted in a public health, financial, and livelihood
disaster; various major husbandry are currently in a terrible recession, from which the
worldwide lucrative trend may be improved on a large scale and globalization will be

altered. The outbreak enables the world to enter a period of international rivalry,
forewarning, and alert.
Complicated developments of the Covid-19 surge, dragged deficit of empty
holders, high freight rates; There is a shortage of coffee force because Vietnam and
some major producing countries have been adversely affected by the Covid-19
epidemic; The coffee assiduity in general, and Highlands Coffee in particular, have
been adversely affected and have faced numerous difficulties.


United States - China trade war
Strategic rivalry between large countries,
particularly between the United States and
China, has become strong, with both countries
going head-to-head in all industries, with a
focus on the profitable element of transnational

14
Figure 2.2.14. Uus-china trade war


commerce. The impact of the US-China trade war has expanded internationally since
the beginning of 2018. Facing the negative effects of this war, goods rotation was
blocked, global trade came weak, which in turn led to a decline in profitable growth.
1.3. Microeconomic Environment
1.3.1. Customers
Right from the first days of its
establishment,

Highlands


Coffee chose to follow the
strategy of using flavors and
styles between domestic and
foreign. The brand is always
associated

with

customers,
entrepreneurs,

high-end
knowledge

middle-class

users, office workers, regular
Figure 2.3.15. Customers

coffee users (30 - 50 years

old) and young people - the group that tends to increase consumption (15 - 35 years
old). Customers enjoying Highland's products will feel like they belong to the upper
class. In other words, the main brand is "coffee for businessmen" and "coffee for
limited income earners".
However, after returning to Jollibee's hands, the brand that seemed only for
high-class people was "popularized" into a place serving a wider range of customers.
[20]
The brand has also gradually changed in terms of service, which is converting
from "served" to "self-service", which not only helps to reduce the cost of hiring staff

significantly but also perhaps will attract more customers, because it arouses the
curiosity of customers, they want to experience the feeling of self-service. So with
this new mechanism, the store will be operating more efficiently, serving more
customers at the same time, improving quality, thereby increasing sales.

15


The brand even attracts foreign visitors thanks to the combination of
Vietnamese style with Western culture. For young people, Highlands Coffee is also an
ideal place to hold class reunions, even birthday parties.
→ Highland Coffee is said to have had a spectacular change in drink menu,
layout and brand positioning after returning to Jollibee. This shows that Highland
Coffee has a large number of consumers spread throughout Vietnam and trusted
companions from the very beginning of its establishment.
⇒ “The customer is always right”. For a business or any business organization,
customers are the persons who bring their profits. Without customers, a business
cannot exist. But because customer tastes change every day and product requirements
are also increasingly strict, businesses always need to pay attention and pay much
attention to identifying their customers. So customers have high bargaining power.
1.3.2. Suppliers
For

coffee

companies, coffee beans are
the

primary


commodity

management agency to the
quality of their products.
Most

companies

usually

have two main forms of
purchasing,

that

is

purchasing through private
businesses,

traders

Figure 2.3.16. Coffee bean

and

buying directly from farmers.
Maybe in order to become a leading brand in all business words, Highlands
Coffee is required to perform in a delineated and standard manner. [21]
The drinks that we enjoy at Highlands Coffee are created from carefully

selected and highest quality coffee trees or tea leaves.
With a commitment to quality that starts with the selection of coffee beans,
Highlands Coffee only works with reputable suppliers for the best varieties. The

16


laboratory will then perform the task of testing the samples to ensure that the specified
standards are met. After entering the warehouse, workers will operate to eliminate the
poor quality. It only takes one poor quality coffee bean to be withdrawn to destroy the
entire quality of a shipment.
Ingredients at Highlands Coffee are purchased from coffee farms of people in
Gia Lai, Dak Lak, Buon Ma Thuot and Lam Dong.
In addition, Viet Thai International Co., Ltd is also a producer and supplier of
coffee, powdered coffee, roasted coffee, ... for Highland Coffee.

Figure 2.3.17. Viet Thai International Logo
⇒ Suppliers are countless factors that are equally important in the supply chain
of each business, they are the suppliers of input materials for the production process,
which affect the quality and price of the output products. of the enterprise. However,
with Highland Coffee, because there are many sources of supply, suppliers only have
low bargaining power.
1.3.3. Competitors
As we all know, Vietnam is a country with great strength in providing coffee
materials, a country that grows and produces coffee ranked second in the world after
Brazil. But more than that, drinking coffee for Vietnamese people now is not only a
habit but also a culture. Some people need a cup of hot coffee early in the morning
with the desire to have a refreshing spirit before work, but some people choose to
drink coffee as a form of fun, gathering with friends, relatives.


17


Recognizing these potentials, perhaps big investors or startups began to race to
open chain coffee shops. There are chains such as Highlands Coffee, Starbucks, Trung
Nguyen, Cong Ca, The Coffee House... Despite the potential, the chain coffee business
"piece of cake" is not easy to swallow in the Vietnamese market. Recently, a series of
players have lost their breath, including foreign chains such as Gloria Jean's Coffees,
NYDC, Caffe Bene, PJ's Coffee as well as popular domestic chains such as Saigon
Cafe, The Kafe... [22]because it's not every coffee shop owner has a strategic vision
for the business and optimal operation.
Meanwhile, Highland Coffee - the largest coffee shop chain in Vietnam
currently owned by the Jollibee fast-food restaurant chain (Philippines) - is extremely
successful in the Vietnamese market. They choose to combine European-style services
mixed with pure Vietnamese values with a very diverse and affordable menu instead
of chasing expensive coffee cups. Or like some brands such as Passio, Urban Coffee
Station, and Phuc Long, they are also successful when combining flexible business in
drinking on the spot or buying to take away, helping to save the most on space rental
costs in a very significant way. [23]

Figure 2.3.18. Overall Buzz Volume about coffee shop chains in VietNam in 2020
It can be seen that Highlands Coffee has always taken the lead in all years,
although this big man still has to be wary of heavyweights like The Coffee House,
Starbucks, or Trung Nguyen.

18


Figure 2.3.19. Leading coffee-shop chains in Vietnam in 2019, by revenue



Direct competitors:
Table 2.3-1. Direct competitors

Characteristic The Coffee House

Starbuck

Chain of stores

- In August 2014,

Starbucks - the world's Trung Nguyen, a

the coffee chain

largest brand with

successful brand at

The Coffee House

worldwide coverage.

home and abroad with

officially opened

So perhaps it is not


a presence in many

with the first store

strange that the

demanding markets

at 86-88 Cao

"mermaid" chose

such as China, Japan,

Thang. As a brand

Vietnam as one of the

or Singapore. In

that was born late,

points for them to

addition, the brand is

but with a good

launch their products -


also very successful in

understanding of

the place with the

the field of instant

the market and

second-largest coffee

coffee with G7

good management,

producer in the world. 

products being

The Coffee House

Entering the

exported to nearly 60

19

Trung Nguyên