The

COFFEE
HOUSE
 Nhóm 8
HOÀNG NGỌC LAN HƯƠNG 20DH201448
LÊ HOÀNG PHƯƠNG TRINH 20DH201575
NGUYỄN KỲ KHÁNH NGUYÊN 20DH200947
20DH201472
PHAN THỊ HỒNG NGỌC 20DH201160
TRẦN TRỌNG NHƯ QUỲNH 20DH200666

TRẦN THANH HUYỀN

table of
CONTE
NT Pro file

Pro d uc t ex p a n sio n
g rid
4p s

s wo t
 ·In August 2014, The Coffee House coffee chain was officially
launched. The first store is at 86-88 Cao Thang, Ward 4, District 3,
Ho Chi Minh City, up to now, The Coffee House chain of coffee

Profile
shops has been present in 6 major cities across the country.
·Fouder: Nguyễn Hải Ninh
·In less than 4 years, The Coffee House has opened 100 stores across
the country
·Each store of The Coffee House, this brand transforms in its own
ways based on the available concept to create a local space, close to
customers
·The Coffee House focuses on students and working people. They
come to the cafe not only to chat but also to socialize. Besides, they
also want to find a spacious, quiet, comfortable space to study, work
and create.
 HISTORY OF FORMATION
AND DEVELOPMENT
2014
The first store in the chain of
coffee shops, the coffee
house, was opened at 86-88
Cao Thang Street, Ward 4,
District 3, Ho Chi Minh City.
2015 2016 2017
The first coffee shop chain in
The coffee house had 20 Vietnam to use the software to THE COFFEE HOUSE brings
stores in big cities like Ha accumulate points and give the experience of more widely to
Noi, Ho Chi Minh feedback on the phone, for Da Nang, Bien Hoa, and Vung
customers to have quick
Tau
opinions about the service of the
coffee house.
HISTORY OF FORMATION
AND DEVELOPMENT
2018 2019 2020
-OFFICIAL OPERATION OF
THE FARM There are 120 stores nationwide After 6 years of operation, The
-LAUNCHING “THE COFFEE and 20 stores in HANOI Coffee House has 175 stores in 18
HOUSE SIGNATURE” provinces and cities across the
FLAGSHIP STORE country.
-OFFICIALLY CROSS 100
STORE
 Product
expansion TARGET
CUSTOMER

grid
COMPETITORS
4Ps
Pro d uc t Price

Pla ce Pro m otio n

P roduc t

Products are always the core of every business, it plays an important role in affirming the brand
and product differentiation of each business.
In terms of product strategy, The Coffee House is very diverse in the menu. Besides the usual
drinks, TCH's menu is divided into 3 main groups:
• Group 1- Coffee includes the following products: Coffee, Bac Xiu, Black Coffee, Latte...
• Group 2- Fruit tea, milk tea includes product samples: Peach orange lemongrass tea, Lotus
seed tea, Black tea, Black milk tea, Oolong milk tea..
• Group 3- Crushed ice includes products such as Cookies, Iced Green Tea, Iced Coffee...
Thereby, it shows that the menu of this cafe chain is very rich, but to make the brand name of
TCH's products, in addition to the main dishes of coffee, we can't help but mention the Peach
Orange Tea.
Pri ce

The cost of the product plays an important role in the marketing mix. The pricing plan in marketing is
important for businesses because it directly affects the revenue and revenue of the business.
The Coffee House does not focus on revenue, but on the number of potential customers. And after having a
steady customer base, the company's revenue started to increase. Customers who visit any cafe under The
Coffee House chain can try out a popular, comfortable and sophisticated space with the brand's signature
brown color scheme and layout – no less. compared to foreign "big guys" like Starbucks or The Coffee Bean -
with a price of only 30,000 - 50,000 VND.
Thereby, showing us that The coffee house becomes an ideal place for some young people to meet deadlines,
as well as a suitable place for partners to meet.
The pricing strategy is part of TCH's marketing strategy that makes the chain of businesses successful beyond
expectations.
P la ce

TCH coordinates in central locations, crowded with people, even very close to
competitors. The coffee house stores are always located in reasonable locations, very
suitable for the target audience
Prom ot i o
n
For the marketing strategy of promotion, TCH always puts the customer at the center, instead
of focusing on the product. "Home" is not a place to come and go, "Home" is a place where
you are heard and shared. "Home" is also a place to capture the emotions of you and your
loved ones. "Humans of The Coffee House" is the insight that TCH wants to aim for. All
activities in the Marketing communication strategy of The Coffee House are very closely
aligned with the "Home" positioning.
 STRENGTHS WEAKENESS

SWOT

OPPORTUNITI THREATS
ES
 Strength
s
- A famous Vietnamese coffee brand with more
than 100 stores nationwide.
- The store system is located in a beautiful, prime
location.
- Abundant, well-trained human resources.
- High quality, experienced leadership, and
management
 Weakenes
s
- There are no stores in rural areas, far
from the center.
- Expanding the store system through
franchising also makes the brand difficult
to manage.
- Not often innovating and developing
products.
- High cost
Opportuni
ties
- The market potential in Vietnam is huge
- Technology development, promote take away
sales
- Young people diversify their choice of coffee
shops.
 Threat
s
- Inflation increases and money depreciates,
making it difficult to price products.
- High competition from domestic and
foreign competitors.
- The impact of the Covid 19 pandemic
caused many stores to close due to losses.
 Thank
you
for
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