Strategies

Highlands
HR

Online training

After each recruitment period or before every new store opening, Highlands needs to

organize training and fostering classes on the rules or service skills. However, the rapid

development of the number of branches may make it more difficult for the Highlands to focus

on training.

- It is difficult to arrange a reasonable time.

- Funding for training is limited.

The way to build online training models is as follows:

 Instead of offline training, Highlands should turn to online training, similar to delivery

firms (Loship, Now etc.).

 Highlands will build a system of lectures presented through slides and videos.

Employees will access that system and self-study, employees can study anywhere at

any time.

 After that, Highlands will hold an online test. Staff will access it to answer questions

about preparation, service etc.

Marketing

Long-term strategy for best-selling products.

(Best-selling products of Highlands)

 Customers often choose to loyal with their favorite drink so should not try to change

their preferences.

 Highlands should not diversify the menu, instead of changing a variety of menus,

Highlands should focus on best-selling products.

 Highlands should invest in long-term promotions to building the image and position

of its best-selling products.

Starbucks
Marketing

Promote TVC-type and media advertising

Starbucks is not fussy about advertising TVC format, advertising on TV or advertising on

media websites. Starbucks gained popularity mainly through word of mouth marketing.
However, for the Vietnamese market word of mouth marketing is often not so positive for

Starbucks, for example; The price is expensive, the taste is faint, etc. This can lead to

similarly negative reviews from those who have never used a Starbucks product.

 Therefore, Starbucks should promote TVC-type advertising and on media sites to

increase the accessibility to customers, change the look and make customers want to

try Starbucks products.

HR

Online training

Each new employee joins Starbucks, and they receive a range of training, including the

business training required for the position and coffee knowledge, and the store

management training each employee needs to complete.

 Similar to Highlands, offline training will cost starbucks a lot of money and time.

Instead, starbucks should also adopt an online training method similar to that offered

in Highlands.