Competitive audit

Competitive audit goal

G

Competitor type Location(s) Product offering

(direct or indirect)

Starbucks Vietnam Direct Various places in Vietnam 10 categories Coffee and beverage

Highlands Coffee Direct Various places in Vietnam 8 categories ofCoffee and beverage

CGV Cinemas Indirect Various places in Vietnam Movies

UNIQLO Indirect Hanoi and HCMC 4 categories of clothes

 General information

Price Website Business size Target audience

($ - $$$$) (URL) (small, medium, large)

$$$ https://www.starbucks.vn Large Local millenninals

Local millenninals,
$$ https://www.highlandscoffee.com.vn Medium
college students

Local millenninals,
$$$ https://www.cgv.vn Large
college students

Local millenninals,
$$ https://www.uniqlo.com/vn Large
families
 First impressions

Unique value proposition Desktop website experience

OKAY
Delight decor, enviroment saving, large + Visually appealing imagery
variety of coffee - Little options in the home page

OKAY
+ Visually appealing
Good price + Friendly branding

GOOD
Delight decor, many places + Fun and easy to use
- Lot of advertisements

GOOD
+ Clean design
Products quality, famous brand - Feels overwhelming
First impressions

App or mobile website experience Features

GOOD NEEDS WORK

+ Fully responsive + Online ordering feature
- Unable to order without registration - Unable to use as guest

GOOD GOOD
+ Menu easy to read + Online ordering feature with pickup/delivery options
- Feels overwhelming + Loyalty feature

OKAY OKAY
+ Fully responsive + Online ordering feature
- Interaction was not smooth - Checkout process is web app

GOOD GOOD
+ Fully responsive + Store locator features
- Interaction was not smooth - Checkout process requires a lot of steps
 UX
(rated: needs work, okay, good, or outstanding)
Interaction

Accessibility User flow

OKAY GOOD
+ Available in two languages + Easy to find key info
- Imagine of items are no clear enough - Home page is too busy

NEEDS WORK GOOD

- Color contrast is poor + Easy to find key info
- Home page is too busy

OKAY OKAY
+ Available in two languages - Hard to find key info
- Do not have screen reader

OKAY GOOD
+ Available in two languages + Easy to find key info
- Do not have screen reader
tanding)
Visual design

Navigation Brand identity

GOOD GOOD
+ Easy to navigate + Strong brand indentity

OKAY OKAY
+ Easy to navigate + Clear color scheme
- Inconsitent use of imagery

OKAY NEEDS WORK

+ Easy to navigate - Poor color scheme

GOOD GOOD
+ Easy to navigate + Clear color scheme
 Content

Tone Descriptiveness

Friendly and direct GOOD

+ Short and to the point
- Unnecessary details

Friendly and fun GOOD

+ Short and to the point

Friendly and fun GOOD

+ Easy to follow
- Too descriptive

Friendly and direct GOOD

+ Short and to the point