HIGHLANDS

COFFEE COMPANY

Instructor: Prof. Paul Jordan

Member: Nguyen Huynh Ngoc Phuong

ID number: 195089015
Table I. Acknowledgement IX.SMART analysis
of II. Company history X. PESTEL analysis
content III.Mission statement XI.Data: graphs and statistics

IV.Company objectives XII.Recommendation

V. Company core value XIII.Conclusion

VI.Company slogans XIV.References

VII.CEO and director

VIII.SWOTT analysis
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Acknowledgement
During the course of my studies, I would like to express my
thanks to my Teacher, Prof. Paul Jordan, for your teaching,
supporting throughout the course, and for allocating valuable
time to guide and comment on my report.
COMPANY
HISTORY
Product type Owner Country
Coffee / Coffee shop Superfoods Group (joint Vietnam
chain venture of Jollibee Foods
Corporation) and Viet
Thai International Joint
Stock Company

Introduced Website Variants

Coffee
1998, 23 years www.highlandscoffee.co
Freeze
m.vn
Tea
Bread
Cake
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“ David Thai (1972) founded Highlands Coffee brand in
1999, inspired by his love for Vietnam and passion for
coffee, with the goal of elevating Vietnam’s longstanding
coffee heritage. Beginning with packaged coffee in Hanoi
in 2000, they quickly grew and expanded into a well-
known coffee shop brand, and they have been steadily
expanding domestic and international operations since
2002.

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20-year
development 1999 2002 2009

journey Highlands Coffee The first coffee shop The company had 80
was founded with the opened in Ho Chi coffee shops in
in the intention of elevating
Vietnam’s long-
Minh city Vietnam’s six
provinces
standing coffee A week later, it
Vietnamese heritage. opened its first store They released ready-
in Hanoi to-drink “Ice Coffee”
market (RTD) in cans: milk
coffee + ice coffee

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20-year
development 2010 2012 2013

journey RTD products have Highlands sold 50% Highlands has

been distributed to of its shares to transformed in to a
in the over 17 Asian and
American countries
Jollibee Worldwide
for US$25 million
self-service model,
found a clear
direction and long-
Vietnamese term vision

market

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20-year
development 2016 2017 2019

journey The Phin coffee Highlands coffee Highlands has

symbol was officially jubilantly opened the surpassed its own
in the launched – a unique
feature in the
first 3.5G shop. record to become
Vietnam’s largest
Vietnamese people’s The added coffee chain, with
Vietnamese coffee-drinking Vietnamese Banh Mi over 300 locations
and some other cakes spread across 24
market provinces

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This is 20 years of connecting

“the pride of Vietnam”

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MISSION STATEMENT
▫ Become the leading Vietnamese coffee
brand
▫ Transmitting traditional Vietnamese
cultural values: that is community
cohesion and friendliness

▫ Honoring products, culture, wisdom

and nurturing Vietnamese brand
pride: both past and present

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COMPANY
OBJECTIVES
Highlands Coffee Chain has undergone significant
transformation since arrival of Jollibee
▫ To serve more customers, they move in the
direction of “popularization”
▫ The space design of each café shop is imbued
with Vietnamese identity – an ideal relax and
meet customers’ need at a reasonable price

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 COMPANY CORE VALUE

▫ Using clean, pure Vietnamese ingredients

combined with a unique filter recipe

▫ With a space design imbued with

Vietnamese culture but with a modern
spirit

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COMPANY SLOGANS
Highlands Coffee, proud to be a Vietnamese brand, spreads
and connects millions of Vietnamese customers and is a place
where everyone belongs
CEO AND DIRECTOR

David Thai (1972)

CEO- Chairman of
the Board of
1 3 5

2 4 6

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David Thai (1972)
Viet Thai Group was
He was the first officially founded, with
overseas Vietnamese its predecessor having
to be granted only two Highlands
permission to Coffee locations in
establish a private Hanoi and Ho Chi
company in Hanoi Minh

1996 1998 2000 2002 Early 2009

He was the first David Thai was one of

He returned to
businessman to register two Vietnamese people
Vietnam
to form a Joint Stock to receive the World
He began his
Company Economic Forum’s
career at Au Lac
“Young Global Leader”
Cafe
Award

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CEO AND DIRECTOR
David Thai
CEO- Chairman of the
Board of Viet Thai Stock Ysmael Villoso Baysa Don Alexander Lim
Company Chief Financial Officer Assistant Vice President
1 3 5

2 4 6

Joseph Chan Tony Tan Caktion Seth Timothy Seltzer

Tanmantiong Operations Manager CFO of Viet Thai
Director International

2, 3, 4, 5: The 4 new Filipino members are all core leaders of Jollibee Food Group – JFG
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6: The US member
SWOTT ANALYSIS

Trends
• Highlands recently added a
Strengths Weaknesses
new payment method
 Highlands does not
 Strong brand equity • Attractive and eye-catching
focus much on
 Use material coffee in Vietnam packaging
promotion campaign
 High quality cups with high-end • The quality is good for the
 Service performance is
plastic cup printing machine price range, and there are a
not high
variety of dishes to choose

Opportunities Threats
 The coffee market is highly
o State preferential policies
o competitive
Huge market potential
 Other brands are preferred by
o Macroeconomic stability,
customers
growth and development
 Raise interest rates and taxes

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 STRATEGY SMART ANALYSIS

SPECIFIC MEASURABLE
The estimated Expecting a revenue
revenue in 2018 to 35% after the next
continued to grow years
by 31%

Strategic positioning
2018 revenue up to “tripod” through 3
1,600 billion + In recent years,
main revenue
drink
achieve a huge growth
CAFÉ – Icehas
Milkbeen
Filter
“TRIPOD”

TEA – Golden Lotus

surprisingly rapid Tea
revenue of nearly 2.2 FREEZE – Freeze Green
trillion VND in 2019 TIME-BOUND Tea

REALISTIC AGGRESIVE
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PESTEL ANALYSIS
Political Economical Social/Culture Environment
- Government - High inflation 4.1% + GDP - Tropical rainy climate
- Coffee centered
encouragement growth of 6.0% (2014 est.) with varying
culture
for foreign temperatures
- Positive economic reforms
investments since 2012 - Coffee takeaway - Having a heavy polluted
culture only popular environment that
- Tax policy for in main cities affectedly harm to the
investors
material supply
- Young people
quickly absorbing
modern trends
Technology Western standards Legal
- Use of Internet and Smartphone - Medium labor policies
industry (around 5 million in
- Food safety regulations
2014)
- Advertising regulations
- Increasing reliance on social
media networks

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 HIGHLANDS BUSINESS RESULTS FOR
THE LAST SOME YEARS (BILLION VND)
2500

2000

1500

1000

DATA: 500
GRAPHS
AND 0
2016 2017 2018 2019

STATISTIC Revenue Profit before tax

S
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 RECOMMENDATION

 The first and most important recommendation that I want to make is that
Highlands Coffee Company should try to change from using plastic utensils
(cups, straws, spoons) to paper utensils. This will help protect the environment
and can also create a good image in the eyes of customers and partners.

 The second is that the host company should intervene directly, handle it in the
most agile and stable way when there are some incidents at the coffee shop such
as not behaving properly with customers.

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CONCLUSION

“ Highlands Coffee is the leading coffee and fast food chain in Vietnam,
bringing Vietnamese people experiences imbued with the cultural
identity of the nation. Therefore, Highlands’ strategy is to “popularize” in
order to reach all types of customers. However, the coffee chain audience
began to explode with the appearance of more and more big brands like
The Coffee House, Phuc Long, Cheese Coffee… The appeal of this
market stems from changing consumer habits and rising incomes in
major cities. As a result of its continuous expansion strategy and clear
market positioning, Highlands’ revenue can outperform that of the above
competitors and continue to expand its market share in all regions.

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 THANK YOU FOR
WATCHING AND LISTENING

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