Highlands coffee
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Highlands Coffee
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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
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IntroductionChairman
Human Resouces
Department
Research Department
Financial Department
Districts Managers (Highlands Coffee
Shop)
Marketing Department
Regional Director
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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
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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
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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
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ProductDiversification in coffee and other beverage, outstanding kinds such as:
espresso capuchino latte
Vanilla latte Caramel Macchiato Drip coffe
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ServiceProfessional
Enthusiastic Smile
Caring
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Place:Perfect , luxury comfortable place to install the
shopThe coffee shop chain mainly concentrated in:
Restaurant – Hotel state
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• 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
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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
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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
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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.
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Reference
Website:
http://www.highlandscoffee.com.vn
http://www.proxi.vn/real-life-in-marketing-details.aspx?ai=115
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THANK YOU FOR YOUR ATTENTION