GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS

Student name: Ha Bao Khanh Student ID number: 21001349

Student name: Nguyen Pham Nhu Tam Student ID number: WSU21000247

Student name: Ha Nguyen Doan Thanh Student ID number: 21000976

Student name: Nguyen The Son Student ID number: 21000774

Student name: Tran Phu Khang Student ID number: 21000065

UNIT AND TUTORIAL DETAILS

Unit name: FOU105 - Business Communication Unit number: BC-T321WSB-3

Tutorial/Lecture: Assessment 5.1 Class day and time:
Lecturer or Tutor name: Ms. Anna Loseva
ASSIGNMENT DETAILS

Title: Business Project

Length: 1595 words Due date: December 6th, 2021 Date submitted: December 6th, 2021

DECLARATION
x I hold a copy of this assignment if the original is lost or damaged.

x I hereby certify that no part of this assignment or product has been copied from any other student’s work
or from any other source except where due acknowledgement is made in the assignment.
x I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior permission
from the Lecturer / Tutor / Unit Coordinator for this unit.
x No part of the assignment/product has been written/ produced for me by any other person except
where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator concerned.
x I am aware that this work may be reproduced and submitted to plagiarism detection software programs
for the purpose of detecting possible plagiarism (which may retain a copy on its database for future
plagiarism checking).

Student’s signature: Ha Bao Khanh

Student’s signature: Nguyen Pham Nhu Tam
Student’s signature: Ha Nguyen Doan Thanh
Student’s signature: Nguyen The Son
Student’s signature: Tran Phu Khang
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.
 BUSINESS COMMUNICATION
BC-T321WSB-3

GROUP PROJECT REPORT SUPPORTING

PROJECT FOR U CAFÉ

PREPARED FOR: MS. ANNA LOSEVA

PREPARED BY

Nguyễn Phạm Như Tâm

Hà Bảo Khánh
Hà Nguyễn Đoan Thanh
Nguyễn Thế Sơn
Trần Phú Khang

DECEMBER 5th, 2021

 TABLE OF CONTENTS

- EXECUTIVE SUMMARY 2
- PROJECT DESCRIPTION 3
❖ Purpose 3
❖ Methods 3
❖ Mission 3
- BUSINESS PROFILE 4
- PLANNING 5
❖ Preparation Stage 5
❖ Project Deliverables 6
- IMPLEMENTATION 9
- ACHIEVEMENTS 12
❖ Scope 12
❖ Schedule 13
- CONCLUSION 14
- APPENDICES 15
❖ Appendix A 15
❖ Appendix B 19

1
 EXECUTIVE SUMMARY

The group business project about a promotion campaign for U Café will be presented in this report.
This report aims to record everything from the preparation process of this campaign to the evaluation
of its outcomes. It also consists of the statistical results of this promotion campaign and its impact on
the business’s commercial benefit.

2
 PROJECT DESCRIPTION

❖ Purpose
The main goal of the project is to increase U Café’s brand awareness. The team promoted U
Café brand awareness via popular social media platforms and supported their adjustment with
the survey. The outcome of this project is that U Café has gained more customers and made
more profit during this new normal phase.

❖ Methods
The team has created customer surveys and sent them to several online groups. The team have
written and posted articles to promote the business using U Café’s existing social platforms.

❖ Mission
- Support the restaurant to recover the business process due to the closure from the pandemic
- Support the shop to compete with other coffee brands in general and coffee shops in Vinhomes
in general

3
 BUSINESS PROFILES

❖ About U café
U Café, located at Landmark 1 (Vinhomes Binh Thanh), is a modern coffee shop that provides a
variety of high-quality drinks but specializes in coffee. In some ways, U Café could be considered a
specialty coffee shop.

The founder of U Café is Mr. Duy. He has six years of experience in the coffee field. Before being a
store manager at U Café, he spent two years as a full-time worker at Highland Coffee, as a shift
supervisor at Starbuck

❖ U café’s Mission
Its mission is to create a place where people can experience specialty cafes and their background,
along with greeting their customers in a cozy and friendly environment.

❖ Core Values
Quality and customer service are U Café’s core values. "Quality" means every coffee product served
has to be qualified to have the best quality and taste to give their customers the experience of drinking
specialty coffee. "Customers" means in the store, they believe the customer is everything. In fact, it is
one of the only things they should consider.

4
 PLANNING

❖ Preparation Stage

The complexity of the COVID-19 epidemic has greatly hindered finding ways to support U Café.
After considering the new normal, the team chose the three most suitable and optimal solutions. As for
the project, the team decided to conduct a survey and post it on social media to help the café expand its
customer engagement.

Regarding the survey, the team has researched and consulted many surveys from many other coffee
shops. The team wants to give the most helpful survey to support U Café in meeting the needs and
experiences that customers want to have. According to these factors, the coffee shop will make the
appropriate changes to bring the best value.

5
 ❖ Project Deliverables

Task 1: Survey (Tâm)

Purpose Conduct a survey of common café culture and drink preferences. The U Café could
then properly adjust their menu.

Medium Google form

Audience Potential customers

Process Step 1: Discuss with the manager to understand their target customers and what they
want to survey.

Step 2: Searching for available coffee demand survey for references

Step 3: Build question list + result projection

Step 4: Draft

Step 5: Official survey

Step 6: Seeding the survey

Step 7: Close form and do the assessment

Step 8: Sending the report of the survey to the manager

Objections Scarcity of people participating in the survey

Outcome 50 surveys
projections

6
 Task 2: Posts (Thanh & Sơn)

Purpose to reach out to more potential and loyal customers, especially the Vietnamese.

Medium U Café Facebook page

Audience The local Vietnamese community

Process Step 1: Have a look at other posts reviewing other shops

Step 2: Find what similarities and differences

Step 3: Drafting

Step 4: Official post

Step 5: Measure interactions from the posts and the fan page

Step 6: Make a full report to the manager

Objections Due to the U Café’s low brand awareness, it can be difficult for the posts to reach a
certain number of people. Also, the café’s customer demographics vary across a
broad range. Therefore, studying the audience’s perception and mindset is quite a
challenge.

Outcome Target interactions: 150 interacts and 20 comments each post

projections

7
 Task 3: Reviews (Khánh)

Purpose To promote U Café to the coffee-loving community

Medium Facebook

Audience People between the ages of 15 to 25, residents who live near the cafe.

Process Step 1: visit U cafe for a product’s shooting (inside furniture, beverage, bar, …)

Step 2: Edit the photo and write the script for the social media post.

Step 3: final check on both the visual and content, adjustments if needed

Step 4: Post it on Facebook

Objections The post might not have lots of interaction as the team expected. People might be
interested in the posts, but it is still a question of whether they will come.

Outcome Reactions: 100

projections
Comments and shares: 10-15

8
 IMPLEMENTATION

In general, the operation of the project works according to the plans that have been set out previously.
In some stages, such as discussing what to include in posts, sometimes there is a bit of a problem.
However, the whole team was able to reach a consensus and achieve the set goals leading to delivering
results that exceeded expectations. It can be seen that this project was a great success for both sides.

9
❖ Timeline of activities

Date Activities Participants

18/10/2021 Choosing the most potential business from the list All

19/10/2021 Contact and field survey Khang

(see Appendix A for full contact)

22/10/2021 Planning and setting outline All

24/10/2021 Visit and discuss with U Café. (Concept, Purpose, etc..) Khang, Tam,
Present the tentative plan for the manager. Thanh, Khanh

25/10/2021 Report the Executive summary, Project description, and All

Business profiles parts

29/10/2021 Send the manager the official action plan All

30/10/2021 Report the Project Deliverables, Planning and All

Implementation parts

03/10/2021 Prepare materials for the first post and first review Khang, Khánh,
Sơn

03/11/2021 Doing research for the survey Tâm, Thanh

12/11/2021 Posting review posts on Facebook Khánh

15/11/2021 Survey draft Tâm

20/11/2021 Going through a survey draft with the coffee shop owner. Tâm

21/11/2021 Approve the first commercial post Khánh, Khang

24/11/2021 Posting the first commercial post Tâm, Thanh

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25/11/2021 Approve the second post Khánh, Khang

25/11/2021 Posting the second post Khánh, Khang

30/11/2021 Report the achievements All

03/12/2021 Reports the conclusion and appendices All

05/12/2021 Complete the report All

11
 ACHIEVEMENTS

❖ Scope (see Appendix B for full evidence)

Type Tentative goals Actual outcomes

Survey 50 responses 55 responses

Post 1 Reactions: 150 Reactions: 146

Estimated 20 comments and shares. 18 comments and shares

Post 2 Reactions: 150 Reactions: 153

Estimated 20 comments and shares. 22 comments and shares

Review Reactions: 100 Reactions: 106

post Estimated 10-15 comments and shares. 17 comments and shares

12
❖ Schedule

According to the first plan, the schedule did not proceed as planned. At first, the team did not spend
too much time finding a business, so the search phase was not challenging. After discussing it with the
owner of U Café, everything was on point and on time. The team had an open-minded and informative
conversation. The group was able to get insight and perceptions of the business. Therefore, the team
has a solid foundation to conduct the promotion campaign for the café. The draft posts and review
phases went smoothly. However, the survey process took a little longer than expected. The members
underestimated the time needed to create the survey and receive answers. Overall, the preparation for
the promotion campaign went as planned, but the phase when it was conducted was harsh. The team
first decided to post the review on a Facebook group, but unfortunately, the admin did not approve the
post. Then one of the members posted it independently, and it still received some feedback. In
conclusion, every member worked well as a team. Although there are still some unforeseen problems,
the team could tackle them efficiently and thoroughly.

13
 CONCLUSION

❖ Difficulties and the team’s solutions during the process

Preparation stage

Before the process, it was difficult to choose an appropriate topic. How could the project benefit an
organization or a business? Then it was noticed that since the difficulty of COVID-19, businesses
struggle with marketing after the government approves the "new normal," which is why the project
chose to promote a local coffee shop.

During the project

When conducting the business project, it was hard for us to set up a calendar for the group because
group members have different timetables, so the team made an agreement that every Friday night
would be spent on this project. Furthermore, it was also difficult to attract consumers. Each member
used what they had learned in business communication class to acknowledge the other members, and
the problems were solved

Teamwork

At first, there were some problems between teammates, as teammates fought for their rights and
arguments happened in every meeting. Still, in the end, every member understood that the mutual goal
was to accomplish this project. The leader had done a great job with the conflict management method
in selecting better ideas in every argument and ending them with a smile of agreement from every
teammate.

14
 APPENDICES

Appendix A

Offering letter

This appendix consists of the main idea of the mail that the team 100% proposed and sent to Mr. Duy
as an offer letter. The left column shows the origin letter, which was written in Vietnamese, while the
right column contains the translation of the letter for the audience in general to understand.

15
 Dear U Café,

My name is Phú Khang, a business

student at WSU Vietnam. Currently,
my group is working on a project to
support businesses and organizations
to develop their activities. After a long
time of research, we are very interested
in the model of U Café and hope to
contribute to the development of the
store's recognition and revenue.

If you agree, we will send you a

specific plan proposal. We look
forward to hearing from U Café soon!

Hope you have a nice day,

Thank you sincerely.

Offering letter A.1

16
 Dear Phu Khang,

I am the store manager of U Café. I am very

happy that Khang and your team has chosen
our store to be your homework.

I feel that your business project is very

interesting and practical.

You can contact the number :

0909 626 421 – Duy

So that we can discuss further about your

project.

Thanks Khang.

Organization agreement A.2

17
Meeting between Mr.Duy and team 100% A.3

18
 Appendix B

Posts and survey

Appendix B consists of the two posts that U Café’s official Facebook account published, with the
team’s resources. The appendix also includes one review post which was published on Facebook by a
member account and a survey in which the team aims to analyze the people using coffee’s behavior.

19
20
 POST B.1 POST B.2 REVIEW POST B.3

Waking up one day, feeling loved
and loved is also a very happy
feeling.
Today, let's help someone feel
happy by giving your loved one
delicious cups of coffee at 𝗨 𝗖𝗮𝗳𝗲́!
- Are you going to your
hometown this Tet?
- Well... sure not me!
- If you have a New Year, you've
been gone for a whole year. If you
don't come back on New Year's
Looking for a quiet place, or
going out to landmark 81 but
tired feet? What are you waiting
for, don't stop by the U Café
"eat cake with tea", "use the air
conditioner".

🥤
---

📞 𝗨 𝗖𝗮𝗳𝗲́ - 𝗠𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝗱𝗮𝘆

Eve, your parents will die sad.
- I plan to try to work more and
Tired of instant coffee, tired of
ordering a cup of "butter-filled"

🍍 Delivery: 028 3636 0190

Menu:
then come back next year.
- C'mon man! If you work
coffee 40-50 thousand, drinking
10 cups, still sleepy? Come to U

🏠
https://bit.ly/MENUucafe
Address: Shophouse 06,
Landmark 1, Vinhomes Central
Park 720A Điện Biên Phủ Street,
Ward 22, Bình Thạnh District,
TP.HCM
#ucafe #cafevinhomes
#landmark81 #vinhomescoffee
overtime, you can earn a few
bucks. Parents, both paternal and
maternal sides look forward to it,
and the grandchildren keep
reminding me all the time!
- Yeah, I know.
- You promised Uncle Nam to buy
him a water heater since the
beginning of the year, which has
not been seen until now. As for
Ha's first child, Aunt Bay's son is
just a month old, and he's
nowhere to be found... Well, what
about...
This New Year for sure, few
people will return to their
hometown, right?
Café now to meet experienced
coffee makers who bring you
“real coffee” and interesting
experiences. Here we say
“huffled” with padded coffee.
Forever a love, forever a kind of
carefully selected nuts, roasted
at the ideal temperature and full
of flavor.
U Café -
Delivery: 028 3636 0190 VND
Address: Shophouse 06,
Landmark 1, Vinhomes Central
Park 720A Dien Bien Phu, Ward
22, Binh Thanh District, HCMC

🥤
---

📞 𝗨 𝗖𝗮𝗳𝗲́ - 𝗠𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝗱𝗮𝘆

🍍 Delivery: 028 3636 0190

Menu:

🏠
https://bit.ly/MENUucafe
Address: Shophouse 06,
Landmark 1, Vinhomes Central
Park 720A Điện Biên Phủ Street,
Ward 22, Bình Thạnh District,
TP.HCM
#ucafe #cafevinhomes
#landmark81 #vinhomescoffee

21
Café Culture Survey

Survey B.4

Survey B.5

22
 Survey B.6

Description
A. Pavement café
B. Book café
C. Live music café
D. Premium café
E. Study café
F. Working café
G. Milk tea shop

Survey B.7

23
 Description
A. Green coffee shop with many trees
B. Modern coffee shop
C. Beige tone coffee shop
D. Artistic coffee shop
E. Nostalgic coffee shop
F. Every kind of coffee shop
G. All

Survey B.8

Description
A. Study / Work
B. Enjoy the drink
C. Meet up with customers
D. Friend meeting
E. Take photos / Check-in

24
 Survey B.9

A. Less than once/week

B. 1-3 times/week
C. 3-5 times/week
D. 6 or more times/week

Survey B.10

A. Affordable, don't care much about the quality

B. Choose a quality coffee shop with an above average price
C. Quality comes first, don’t care about the price

25
 Survey B.11

A. Product
B. Price
C. Destination
D. Waiting time for service
E. Quality of service

MEDIA SURVEY

Survey B.12

26
1 - being not impressed at all
5 - being very impressed

Survey B.13

A. Reviews on group / Facebook groups

B. Comments on topic about that coffee shop
C. Promotion of the shop on your new feed
D. Websites specialize in reviewing service/restaurants
E. Recommendation by friends

27
 Survey B.14

A. Drinks and bartending

B. Daily life
C. Great views in the shop
D. Heart touching stories

Survey B.15

_THE END_
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