Group ZIGGS:

- Nguyễn Thị Yến Linh

- Hứa Vũ Duy
- Bùi Thanh Huyền
- Nguyễn Thị Phương Huy
- Phạm Nguyễn Tâm Như
- Nguyễn Trần Minh Thư
- Phạm Mỹ Như Ý

Asssignment 2:

THE COFFEE HOUSE

1. Corporate identity:
- The target is "Customer Centric" - customers always become the focus of all sales or
optimization activities of the business.
- The mission is "Deliver Happiness - Trao gửi yêu thương" is to bring joy to employees
and customer satisfaction.
- "Connecting people" is a value that they always cherish and appreciate. Therefore, the
name "THE COFFEE HOUSE" was born to become "Nhà Cà Phê" - where people come
together and find joy, intimate sharing. - THE COFFEE HOUSE is a business pursuing the
value of "Authentic coffee - Not marinated". - “Employees are the core of sustainability”
- Four Values: Truly, Creative, Feeling, Interest
- Goals & objectives: TCH's branding goal is to create a better coffee experience for young
people through drinks, service, design and community connections. The message that THE
COFFEE HOUSE shares is realized in the way its employees interact with each customer
- Decoration TCH has its own characteristics. In addition to modern design style, TCH also
elegance and cozy
- Product elements: TCH aims at diverse factors and many different choices. Not only
coffee but also a variety of drinks for guests such as tea, ice blended and pastries
- Location: Constantly appearing in big cities. However, the choice of location is very
reasonable. The top criteria are easy to find, easy to identify, nice view, parking, close to
school, company
- Delivery: TCH is the first brand to own a door-to-door service instead of combining it
with other applications such as Grab, Now, Baemin, Gojek, because TCH wants directly
to serve customers
- Packaging: TCH has changed the packaging design many times, to optimize the
convenience for customers
- The price: TCH has quite a reasonable price, only from 40,000 - 60,000 VND. The price
is suitable for many customers
- TCH has main strengths: service - product quality, good locations, reasonable price and
the supply of the coffee beans is quality

2. Corporater Reputation:

When mentioning TCH, people will think of a coffee chain for young people, popular in
Ho Chi Minh City. Along with beautiful space and friendly and professional staff.

3. Analysis the gap between the identity & reptutation of THE COFFEE HOUSE:
- "The Coffee House partnering with food delivery apps is suicidal". This is something that
almost no F&B retailer in Vietnam can do, even two big chains like Highlands Coffee or
Starbucks look to delivery ordering apps. Because of the fear of customer data being
exposed and customers becoming victims of promotions, they give up the factors that make
them feel happy. However, in 2020 TCH also went on the e-commerce platform, when
collaborating with Baemin and Loship.
- Despite putting people first, but on job review sites, former employees still have the
assessment that the salary at the beginning of work is quite low and the compensation
benefits for employees are not good. TCH pays part-time employees with salary of
16000vnd/1hour - 18.000vnd/1 hour - 20.000vnd/1hour salary will depend on working
experience. At the same time, to create a professional environment in line with the mission
and vision, so to serve customers in the best way also creates a lot of pressure on employees.
- In addition, the longtime staff there also admitted that the menu there is nothing really
special. Mainly customers come to the shop because they like the space and service here.