Tiểu luận: " kinh doanh chuyển đổi số của phúc long"

Tiểu luận môn chuyển đối số với đề tài: " kinh doanh chuyển đổi số của phúc long" của Trường đại học Kinh tế - luật, đại học Thành Phố Hồ Chí Minh giúp bạn tham khảo và hoàn thành tốt bài tiểu luận của mình đạt kết quả cao.

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FINAL PROJECT

BUILDING A DIGITAL TRANSFORMATION

SOLUTION FOR ENTERPRISES

GROUP 7

PHUC LONG BUSSINESS

Teacher: PhD. Lâm Hồng Thanh

Students:

UNIVERSITY ECONOMICS AND LAWS

FACULTY OF INORMATION SYSTEM

August, Ho Chi Minh City, 2022

Trần Trương Ngọc Hân

K214110832

Phan Nguyễn Trúc Loan

K214110838

K214110844

Đỗ Thị Nhung

Phan Gia Huy

K214110834

K214040314

Lê Minh Thư

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TABLE OF CONTENTS 
I. Overview of the enterprise ..................................................................................................................... 0 
1 The history of formation .................................................................................................................. 0 
2. Vision, mission, and core values ..................................................................................................... 3 
2.1 Vision........................................................................................................................................... 3 
2.2 Mission ............................................................................................................................................ 3 
2.3 Core values .................................................................................................................................. 3 
3 Business model .................................................................................................................................. 4 
3.1 Key partners ................................................................................................................................. 4 
3.2 Key activities ............................................................................................................................... 5 
3.3 Value propositions ....................................................................................................................... 5 
3.4 Key resources .............................................................................................................................. 6 
3.5 Customer relationships ................................................................................................................ 7 
3.6 Customer segments ...................................................................................................................... 8 
3.7 Channels ...................................................................................................................................... 8 
3.8 Cost structures ............................................................................................................................. 9 
3.9 Revenue Stream ......................................................................................................................... 10 
4 Business operation overview .......................................................................................................... 10 
4.1 Field of Business ....................................................................................................................... 10 
4.2 Phuc Long's products ................................................................................................................. 10 
4.3 Price ........................................................................................................................................... 11 
4.4 Primary activities in stores ......................................................................................................... 11 
II. Analysis of enterprise .......................................................................................................................... 12 
1. SWOT ............................................................................................................................................. 12 
1. 1 Strengths: .................................................................................................................................. 12 
1.2 Weaknesses: ............................................................................................................................... 14 
1.3 Opportunities: ............................................................................................................................ 14 

 
 
1.4 Threats: ...................................................................................................................................... 15 
2. Solution/Recommendation: ........................................................................................................... 15 
2.1 Identify the problem .................................................................................................................. 15 
2.2 Role of the App: ........................................................................................................................ 16 
2.3 Leverage social media to share brand stories through gamification .......................................... 23 
2.4 The benefits of solving these problems: .................................................................................... 24 
III. Implementation .................................................................................................................................. 24 
1 Planning ........................................................................................................................................... 24 
1.1 Long-term goals: ........................................................................................................................ 24 
1.2 Short-term goal: ......................................................................................................................... 25 
2 Implementing .................................................................................................................................. 27 
2.1 Phase 1: ...................................................................................................................................... 27 
2.2 Phase 2: ...................................................................................................................................... 28 
3 Risk management ........................................................................................................................... 31 
3.1 "Inherent" corporate culture: ..................................................................................................... 31 
3.2 High cost: ................................................................................................................................... 31 
3.3 Information leakage: .................................................................................................................. 32 
IV. Conclusion ........................................................................................................................................... 32 
1. Solution Evaluating ....................................................................................................................... 32 
1.1 Suitability: ................................................................................................................................. 32 
1.2 Feasibility: ................................................................................................................................. 33 
2. Solution Controlling ...................................................................................................................... 33 
3. ROI .................................................................................................................................................. 36 
REFERENCES ......................................................................................................................................... 39 
 
 

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LIST OF FIGURE

Figure 1.1. Phuc Long's memorable milestone.......................................................2

Figure 1.2. Phuc Long kiosk model combined with Vinmart (source:

phuclong.com.vn)....................................................................................................9

I. Overview of the enterprise

1.1 The history of formation

In the famous tea plateau Bao Loc ( province Lam Dong), Phuc Long was created

with the anticipation of bringing quality tea and coffee products in 1968.

Figure 1.3 Bestsellers ’s Phuc Long tea...................................................................11

Figure 1.4 Interior space at Phuc Long store.

......................................................12

Figure 2.1 Phuc Long App’s project (Source: behance.net)....................................17

Figure 4.1 Phuc Long's business results over the years...........................................36

Figure 4.2 Revenue and profit after tax of Phuc Long compared to other brands..37

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In the 80s, Phuc Long operated the first three Ho Chi Minh City stores on Tran Hung

Dao, Le Van Sy, and Mac Thi Buoi streets to introduce pure Vietnamese tea and

coffee products to domestic and international customers. In particular, the Phuc Long

Mac Thi Buoi store located in the center of District 1 is the first to serve Phuc Long's

signature brewed tea drinks and high-class brewed coffee. These stores were usually

only operated at luxury stores and restaurants of that period.

In 2000, Phuc Long Trading Production Co., Ltd was officially launched.

In 2007, Phuc Long owned a tea hill in Thai Nguyen. Phuc Long finds Thai Nguyen

Tea to be competitive in terms of taste, appearance, and distinctive water quality,

but like teas in other localities, controlling residues by food hygiene and safety

standards. Products of the world, Thai Nguyen tea still suffers the same fate of "not

meeting standards". Clearly defining the goal to maintain and protect the inherent

natural quality of Thai Nguyen tea, Phuc Long quickly decided to invest in building

a tea processing factory in Thai Nguyen. Phuc Long hopes that by setting up the

factory right in the raw material area, it is possible to ultimately maintain the

"quality" of Thai tea while minimizing the conditions for growing, harvesting, and

processing to ensure overall quality management issues. At the same time, in 2007,

Phuc Long invested in a tea and coffee processing plant in Binh Duong, equipped

with many modern equipment and machines, with HACCP certification. This

process ensures food safety and hygiene standards, intending to provide the supply

of quality products, serve the domestic market, and meet export demand. Also, from

here, Phuc Long Tea has fully met the standards to be present in fastidious markets

such as the US, Japan, Indonesia, and the Philippines…

In 2012, one of the Phuc Long Coffee & Tea stores at Crescent Mall District 7 was

launched, marking the official expansion of Phuc Long into the food & beverage

industry (Food & Beverage). Also, the Phuc Long store was operated under the

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automatic model served in a modern space. Together with our team of effective

associates, Phuc Long made an event marking a turning point in the development

history of Phuc Long.

In 2015, Phuc Long built ten stores in Ho Chi Minh City. Step-by-step brand

positioning is associated with strong tea and coffee products and drinks in customers'

minds.

After three years, the second factory in Binh Duong was built, owning two tea hills,

Thai Nguyen and Bao Loc. Likewise, more than 40 Phuc Long stores were built in

Ho Chi Minh City, Binh Duong, Nha Trang, Da Nang, and Hanoi. 2018 is also the

year Phuc Long decided to expand the brand to the North, after a period of research

and market survey with Phuc Long's first store located in Hanoi.

In 2019, develop 70 stores and continue to build and expand the store system

stretching from South to North. Besides, increasing the coverage of tea and coffee

products to all systems: supermarkets, convenience stores, and e-commerce

channels.

Figure 1.1. Phuc Long's memorable milestones

Phuc Long believes that each tea and coffee product will be more and more excellent

when created from constant striving and passion. Furthermore, the connection based

on trust, honesty, and trust contributes to bringing the beauty of tea & coffee culture

to fly higher and further. Continuing efforts, from the first store, until now, Phuc

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Long has built more than 80 stores in the areas of Ho Chi Minh City, Binh Duong,

Bien Hoa, Can Tho, Da Nang, Nha Trang, and Hanoi, serving fresh drinks from tea

and coffee. Not stopping there, Phuc Long continues to develop and expand the

storage system from South to North. Increase product coverage to all systems:

supermarkets, convenience stores and

1.2. Vision, mission, and core values

1.2.1 Vision

With the view of its corporation constantly expanding the market - sustainable

development- Phuc Long strives to become a company specializing in producing and

exporting high-value tea and coffee in Vietnam.

Phuc Long wishes to create a Vietnamese brand with class and quality reflected in

each product, slowly maintaining its role in the international market.

1.2.2 Mission

Become a pioneer of the times with innovative ideas at the forefront of the tea and

coffee industry.

Let us bring brands to shine, motivate each other, and turn ideas into reality with the

spirit of cohesion, interaction, listening, and respect.

To create joy and affection for customers, we must constantly shine. Do not let the

ability to sleep regularly challenge difficulties; constantly renew the inside valuable.

Create high value by understanding, empathy, and fundamental value propositions,

satisfying customer satisfaction.

1.2.3 Core values

For customers: Committed to providing the best quality products and services.

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For employees: Building a professional, dynamic, creative, and humane working

environment, creating favorable conditions for high income and fair development

opportunities.

For society:

• Harmonizing business interests with social benefits

• Actively contributing to community-oriented activities

• Demonstrating a sense of responsibility towards society

1.3 Business model

Our group will discuss and analyze Phuc Long's business model canvas here.

1.3.1 Key partners

Ingredient suppliers: For a more varied menu, Phuc Long works with various

ingredient suppliers, including Vinamilk (condensed milk, aloe vera yogurt), Hifood

(whipping cream anchor), and Pigeon (soaked lychee, soaking longan), as well as

cake suppliers.

Electronic payment apps: Customers have additional options due to Phuc Long's

partnership with electronic payment applications like Momo, Shopee Pay, and

Airplay, and apps that offer discount codes during special events will encourage

customers to visit the shop more often to use the discount coupons.

Supermarkets and convenience stores: Phuc Long collaborates with supermarkets

and convenience stores to display and sell its tea and coffee goods.

Cooperation with Masan: On May 24, Masan invested 15 million USD in purchasing

20% of Phuc Long Heritage Joint Stock Company. As a result, more than 2,200

Vinmart stores now have "Phuc Long kiosk". Although it was impossible to meet

customer demand for on-site services during the epidemic because of Directive 16,

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a partnership with Vinmart to open Phuc Long takeaway stores still allowed

customers to use the company's products. As a result, corporations could generate

profits at that moment when most of the coffee industry was severely impacted by

Covid 19.

Shipping unit: To address the demands of clients during the epidemic periods, Phuc

Long also works with other transportation applications, including Gojek, GrabFood,

Baemin, and the shipping firm itself.

1.3.2 Key activities

Sell tea and coffee products: Phuc Long's main activity is to sell tea and coffee

products. Due to the supply from two sizable tea hills in Thai Nguyen and Bao Loc,

the cost of products is relatively low. It makes this activity a lucrative enterprise and

Phuc Long's primary source of revenue.

Sell new goods for special events: Additionally, introducing new goods for special

occasions, such as mooncakes, gift bags, water glasses, keychains for openings, Etc.

It helps customers be more enthusiastic and interested in Phuc Long on every special

occasion.

1.3.3 Value propositions

Always available when customers need:

Phuc Long focuses on building its brand and always chooses to launch in highdensity

areas of prominent metropolia like Hanoi and Ho Chi Minh City, which would easily

make their target customers notice and remember. So, Phuc Long's reputation has

been in customers' minds ever since. Additionally, by building several branches

close to schools, Phuc Long is now simple for customers to find everywhere.

Reasonable price, suitable space for customers' needs:

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Customers at Phuc Long range from visitors to students to working people. Thus the

prices are affordable for most individuals. Additionally, Phuc Long's customers may

study, work in groups, or even work alone, thanks to the design of open space, high-

rise, and group tables and chairs.

Good product quality: Products from Phuc Long are praised for having unique tastes

and robust tea flavors, which keeps customers coming back.

1.3.4 Key resources

Two tea plantations and factories:

The most significant potential source for Phuc Long is its ownership of two tea

plantations in Lam Dong and Thai Nguyen, as well as two factories in Binh Duong.

These places enable Phuc Long to allocate capital among its retail locations and sell

its tea and coffee products. With more than 80 locations and more than 50 years of

experience in the tea and coffee-growing industries, Phuc Long has cemented its

name in customers' hearts, which helps maintain a continuous connection with

suppliers.

Proper training program: Along with having extensive experience operating stores,

Phuc Long has an appropriate program of training that ensures that customers always

perceive the employees and products to be of the highest caliber and to be friendly

and professional.

Prime locations, social media (Facebook platform): In the past, Phuc Long

prioritized selecting prime locations to dazzle customers rather than spending much

time advertising on social media and the internet. At the moment, Phuc Long is

focusing on Facebook Fanpage promotion and conducting reviews and

advertisements on Facebook videos about its new campaigns and items.

1.3.4 Value propositions

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Always available when customers need:

Phuc Long corporation focuses on building its brand and always chooses to launch

in high-density areas of famous areas like Hanoi and Ho Chi Minh City, which would

easily make their target customers notice and remember. As a result, Phuc Long's

reputation has been in customers' minds ever since. Additionally, by building several

branches close to schools, Phuc Long is now simple for customers to find

everywhere.

Reasonable price, suitable space for customers' needs: Customers at Phuc Long

range from visitors to students to working people; thus, the prices are affordable for

most individuals. Additionally, Phuc Long's customers may study, work in groups,

or even work alone, thanks to the design of open space, high-rise, and group tables

and chairs.

Good product quality: Products from Phuc Long are praised for having unique tastes

and robust tea flavors, which keeps customers coming back.

1.3.5 Customer relationships

The self-service model Phuc Long offers customers technological equipment and

appropriate areas for their customer base. One way of communicating with

customers is by improving technology like self-service vibrating cards and sockets

for customers to utilize electrical equipment in the store. Furthermore, Phuc Long

consistently gives customers trust in the quality of their products and services. For

instance, when a customer found duct tape in their tea cup at a branch in District 1,

Phuc Long immediately contacted the hospital and offered to make up for the

damage. Customers can feel entirely safe in the company's reputation thanks to this.

Additionally, Phuc Long always seeks customer feedback on environmental

concerns, so it is wise to use its lenses and temporarily reduce plastic usage.

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Moreover, Phuc Long has channels for communicating with its customers, including

a website and a Facebook fan page. It regularly runs specials and shares facts about

the company to make customers aware of it and feel more comfortable.

1.3.6 Customer segments

Phuc Long has two customer groups: Those who buy finished products such as tea,

coffee, and items for special occasions like Tet and the Mid-Autumn Festival and

those who purchase prepared goods from the chain's counter.

Phuc Long targets various customers, from working people and tourists to students.

Especially, Phuc Long pays attention to female customers; that is why it focuses on

milk teas that are good for health and skin. In addition, low-sugar, fatreducing drinks

are also considered by the company.

1.3.7 Channels

Direct communication channel:

This channel is distributed in Phuc Long stores in expensive locations and kiosks in

Vinmart. Phuc Long has set up stores in prime locations in big cities such as Hanoi

and Ho Chi Minh City. Ho Chi Minh. In the first year, Phuc Long expanded to Hanoi

with its first store in the IPH mall, which, although not the best choice, is also close

to many office areas and universities. Currently, Phuc Long has nearly 100 stores

across the country, and the stores are concentrated in big cities with all golden

locations and extremely potential lands. Phuc Long's products are not only displayed

and sold at stores but also in many supermarkets and commercial centers,

convenience stores, Etc.

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Figure 1.2: Phuc Long kiosk model combined with Vinmart (source:

phuclong.com.vn)

Indirect communication channel:

We tend to concentrate on the website phuclong.com.vn and social media such as

our Facebook fan page. Phuc Long's Facebook page now has more than 450,000

followers. This promotion of communication helps Phuc Long push products closer

to customers.

1.3.8 Cost structures

Phuc Long needs investment costs for labor, facilities, management and

administration, marketing, R&D, waste, materials, logistics,.,

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1.3.9 Revenue Stream

Phuc Long earns profit from two primary sources of income: selling prepared

products at Phuc Long stores, kiosks, on delivery apps like Baemin and Shopee food,

and selling products like tea boxes, coffee, water bottle

1.4 Business operation overview

1.4.1 Field of Business

Currently, Phuc Long operates in two fields:

Producing, exporting, and trading in packaged tea and coffee products

Foodservice business at the system of stores and kiosks: all kinds of food, drinks,

cakes, savory cakes, and door-to-door delivery services.

1.4.2 Phuc Long's products

Phuc Long's products are divided into two categories: drinks at the store and

packaged beverages. In, Phuc Long's menu at the restaurant includes:

Classical Coffee: A line of drinks for typical coffee lovers such as cappuccino, Phuc

Long Cappuccino, Cafe Latte, and Chocolate in which black coffee and milk coffee

stand out.

Cold Blend Beverage: A line of blended iced drinks with highlights such as

Chocolate Blend with Almonds and Iced Green Tea

Special Tea: The beverage line makes Phuc Long's name and brand with top favorite

tea dishes such as Phuc Long milk tea, jasmine tea, peach tea, strawberry Oolong

tea, herbal tea, Etc.

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Figure 1.3 Bestsellers ’s Phuc Long tea

1.4.3 Price

The selling price of Phuc Long tea ranges from 30,000 VND to 55,0000 VND for

different sizes

The cost of Phuc Long Cafe ranges from 35,000 VND to 45,000 VND

The cost of other dishes at Phuc Long, such as cakes and bread, are all the same

price, from 19,000 VND - 35,000 VND

1.4.4 Primary activities in stores

When there are orders, Phuc Long staff will prepare orders according to customers'

requests and deliver them directly (when customers buy now at the store) or

indirectly(when customers buy online, Phuc Long will deliver the goods to the

carrier) to the customer.

Phuc Long's packaging is designed with a great liner with a one-way valve to drain

water and keep the freshness of the product to ensure product quality.

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Figure 1.4 Interior space at Phuc Long store

II. Analysis of enterprise

2.1. SWOT

2.1. 1 Strengths:

With a diverse customer base, Phuc Long targets customers: from working people

and tourists to students.

The price is suitable based on the available strength of tea and coffee, reasonable for

customers' pockets. A cup of Phuc Long's tea only ranges from 30,000 - 45,000

VND, equal to 50 -70% of the price of Trung Nguyen and 30 - 50% of Starbucks,

The Coffee Bean & Tea Leaf. An attractive price strategy has attracted many

different audiences, from schoolchildren and students to working customers or the

elderly. Thanks to many such customers, Phuc Long has become as famous and

popular as it is today.

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Product quality is perfect, with investment, creating its mark in customers' hearts

through the bold USP (Unique Selling Point). As a pure Vietnamese drink brand,

with the characteristic of "bold" tea, it is hard to find in any other market in

Vietnamese market.

Distributing in prime and convenient locations such as commercial centers,

significant streets, and crowded places is convenient for traveling and create

favorable conditions for delivery to offices and companies.

Beautiful logo, brand image "dyeing in dark green tea", creating an eye-catching

feeling, easy to write in the mind of customers.

Creating trust from customers by self-sufficient raw materials from fresh tea hills on

the plateau, not dependent on third parties,

Applying technology to their business model: Currently, Phuc Long's products are

available online food ordering applications such as Gojek, Baemin, and NOW,...

They are trying to bring their products and "touch" more customers. In addition,

Phuc Long accepts many forms of payment, such as payment via credit card and

ewallet, for more convenience for customers. At the end of November 2020, Phuc

Long launched the "Phuc Long Gift Card - a cashless card". In addition, Phuc Long

also issues membership cards (membership), including levels: Diamond, Vip, and

Member, so that customers can accumulate discount points. It is also a good direction

to improve customer loyalty with this coffee chain.

With a network of more than 2,200 Vinmart stores nationwide, Phuc Long will have

more large distribution channels to reach consumers, and this is an opportunity for

the North to advance because this brand is not strong in the Northern market.

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2.1.2 Weaknesses:

The space is relatively few seats, and the distance between the tables is also relatively

narrow.

At peak hours, customers who want to buy drinks at Phuc Long have to wait in a

long queue for an hour, and the waiting time is quite long, causing a lot of trouble

and inconvenience. Phuc Long currently has no solution for this problem.

The quality of service and drinks are not uniform among the branches of Phuc Long.

It is a weakness easily seen in any brand that develops in a chain model. However,

if this problem is well solved, this can become a competitive advantage for Phuc

Long.

Communication and customer interaction on social media platforms have not yet

developed strongly. Phuc Long's two main communication channels are Facebook

and the Website. Agree that Phuc Long focuses more on product quality, price,

distribution, human factors or equipment, facilities, Etc. However, communication

activities about the story Branding and communication activities on digital platforms

are also ways to retain loyal consumers and attract new probable consumers.

2.1.3 Opportunities:

Vietnam's milk tea market can be considered a "gold mine" for investors because of

its high profit and good revenue. As reported by market research firm Euromonitor,

Vietnam's milk tea market has an annual growth rate of about 20%.

Through the cooperation with Masan, taking advantage of this group's extensive

retail chain, Phuc Long can open up new export opportunities on the cross-border e-

commerce platform.

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2.1.4 Threats:

The F&B industry has a high level of competition among brands. Phuc Long has to

confront giants like Starbucks, The Coffee Bean & Tea Leaf, but Phuc Long also has

to compete with domestic rivals such as Trung Nguyen Legend, Highlands, The

Coffee House, and Cong Cafe.

The low entry barrier makes many people flock to the F&B business. Phuc Long

faces many new competitors and a high level of competition every day. With ideal

conditions for growing tea and coffee, the Vietnamese market is being evaluated

with a reasonable growth rate. In the future, Vietnam will have more big players

entering the market. Phuc Long will likely compete with more economically

resourced competitors in the future.

Changing buying behavior is always a big challenge for Phuc Long and businesses

in the F&B industry.

Recently, they require much experience doing business in the international market.

Currently, Phuc Long is still young in the international business segment and does

not have much experience in this field, so entering the US market will not be easy.

2.2. Solution/Recommendation:

2.2.1 Identify the problem

Thanks to the SWOT analysis, group 7 has identified strengths and weaknesses and

opportunities and challenges that Phuc Long is facing. Our team's solution to Phuc

Long will focus on improving the customer experience. First, that is, solving the

following problems:

Customers' tastes change over time, requiring Phuc Long to find new directions

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Customers have to wait to buy Phuc Long's drinks at peak hours, which is quite

inconvenient

Communication and customer care activities on digital platforms are not strong

enough.

The quality of service and preparation at Phuc Long's branches is still uneven

Solution: In the early stages, focus on improving the customer experience

Launching a separate mobile application for Phuc Long to solve the problem of

improving customer experience:

Phuc Long has operated very effectively when cooperating with transport companies

such as Grabfood, Shopee Food, Baemin, Etc. However, after taking advantage of

the significant number of customers available on these platforms, Phuc Long should

consider "retaining" these customers to "stay" with Phuc Long. Moreover, building

a separate mobile application will solve the problem of exploiting customer insights

and personalizing customer experience to better take care of loyal customers and

attract new potential customers.

2.2.2 Role of the App:

The online App delivers an information channel for Phuc Long. With complete

information and functions such as website, App with full product information, find

the nearest store.

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Figure 2.1 Phuc Long App’s project (Source: behance.net)

Create excitement and increase customer loyalty with the membership card program.

When trading at the store and ordering online: for every 10,000 VND, you will get

1 point and 50 points corresponding to 500,000 VND, and customers will receive a

drink of their choice. Customers have voluntarily updated information and are more

motivated to come to The Coffee House thanks to milestones.

Send notifications to separate customer groups. An account that has never placed an

order through the App will continuously receive a buy 1 get one voucher and

encourage booking through the App. It helps Phuc Long approach its loyal customer

file and attract new potential customers.

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The App provides an electronic menu, ordering, and payment feature: The App has

a beautiful, easy-to-use interface with visually displayed food images and an

intelligent dish suggestion system to introduce to customers. New drinks, featured

drinks or favorite drinks at the shop make it easier for customers to make choices

and stimulate them to order more, try new, or order more possible dishes, which the

ability to generate higher revenue and profit. This recommendation system also

replaces part of the staff who is recommending dishes so they can focus on other

tasks that provide the best customer experience.

Virtual reality technology applications for Phuc Long

Phuc Long business AR card: usually, when businesses introduce their products to

the crowd, now virtual reality technology with AR cards introduces small

businesses, people will easily access information. With just a smartphone and scan

the QR code on the Phuc Long referral card, customers will automatically find out

all that information by using that application within about 5 minutes as history,

forming goals. Company's online sales app. Since then, with small business cards

like other traditional companies, now through AR cards, it has become a versatile

and attractive, unique tool.

AR Menu: when entering the Phuc Long tea shop, the essential thing for customers

is to order. Ordering will no longer be as traditional as before, as customers will ask

the staff what is the best seller, looking at the Menu in front of them blankly. Now

with AR Menu technology, it will be easy to reach out to customers. The Menu also

presents all dishes and drinks, down to their prices. Customers decide what to order

and pay for and understand your brand story. These first steps all depend on the

Menu in their hand. AR Menu Phuc Long allows customers to:

Preview a 3D image of the drink you order, along with indicators such as calories,

nutritional content, components, and ingredients.

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Choose your language, and enjoy your choice of drinks and food so that it will attract

a large number of international guests.

The food and beverage processing process is transparent, hygienic, and high quality.

See reviews and comments of previous customers.

Customers actively choose dishes, so it will help save the shop's peak hours and save

a source of human resource costs at the restaurant.

AR signs/banners/billboards placed at stores and busy places such as commercial

centers, many passersby: To increase brand awareness, billboards introducing the

company's Logo are indispensable.

The company's vision and mission, Phuc Long, reaches many customers everywhere.

The company's brand logo is the first point to attract customers who do not know the

shop. Nevertheless, augmented reality (AR) technology will do it to make Phuc Long

different from other companies. With a smartphone, customers can bring the Phuc

Long logo, then a series of virtual videos and images will appear to attract customers

who want to set foot in the store quickly. AR menu will have features such as:

Wherever the Phuc Long brand logo appears, such as in a shopping mall, pedestrian

street, Etc., customers can scan and interact with the Logo through vivid 3D images.

Telling a brand story or a meaningful message through the AR Logo will increase

the authenticity and quickly touch customers' hearts. Customers will trust and

appreciate the brand more.

Integrate many features such as backlinks to Fanpage, Website of the business.

Every time customers scan the AR logo code, minigames and promotions encourage

friends to scan the code to accumulate more reward points.

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AR for printing marketing publications - Catalog, Poster: Printed publications such

as catalogs, posters, leaflets, leaflets, and magazines always appear in marketing and

communication campaigns of the F&B industry. AR technology plays a new role in

this industry, turning ordinary printed matter into vivid and realistic 3D images. Give

customers a "visual and taste" experience in a completely new and impressive way.

- Display map, address information, and specific route.

- View Menu, full of dishes in 3D to meet high tastes.

- Directly and closely bring information and messages to customers.

- Attractively deliver promotions and preferential information.

- Stimulate customers to share social networking links quickly and conveniently.

Phuc Long product packaging AR: AR channel (AR Broadcast/ Channel/ News) is

an outstanding feature of AR Packaging - turning every packaging into a brand's

presentation channel, which can be uploaded daily. Many different videos,

messages, and news quickly change the content on the AR channel automatically

with the feature of setting up the posting time. Customers can scan and watch

different content daily, like a separate 'broadcast station' owned by the brand.

Customers can shop on Phuc Long product packaging via the AR channel's "Order

Now" and "Order more products" buttons.

Customers who scan the packaging will display minigames that meet

preprogrammed programs and events. Customers can play games related to the

product and reward those with high achievements, such as glass vases with Logo

engraved, Phuc Long keychains, Etc. Thus by creating an affiliate relationship,

deepening the relationship between customers and products, and understanding and

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becoming more interested in programs and events by playing exciting and unique

games in 3D.

Tell a vivid brand story through packaging: Display images, information, and

messages in true 3D when users scan the packaging.

AR Filter / AR Game: Social networks play a crucial part in community life,

especially young students, the customers Phuc Long targets. Most businesses are

also more or less influenced by social networking sites. Any current marketing

strategy deploys Digital Marketing on social networking sites, so businesses are

competing with each other to apply novel forms to improve efficiency. AR Filter /

AR Game brings the best solution for current Digital Marketing. Phuc Long's AR

Filter/Game solution will have features such as:

Insert unique 2D/3D Filters with Phuc Long meaning and goal, stimulating users to

take selfies, record videos, and share on social networks. We are expanding the name

and increasing interaction for the company's brand strategy.

Phuc Long's AR Filter can also allow customers to take photos with famous KOLs,

and influencers on social networks... invited by Phuc Long.

AR Game is interesting with countless creative ways to play, bringing the image of

business products into the Game, creating direct interaction between customers and

products through interesting and attractive Games, entertaining customers while

bringing benefits to the business.

Phuc Long Web AR: Unlike standard websites that people search for online, Phuc

Long's virtual reality application website will bring customers' e-commerce

experience to another level. AR on a more convenient platform while still achieving

stable performance:

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See real food and drinks with beautiful, attractive 3D models. Since then, Phuc Long

has easily persuaded customers to order food through these unique 3D images of

drinks.

Customers can be more confident when buying food online now; online ordering is

in high demand because people its versatility and economy.

Increasing traffic for advertising campaigns and increasing the daily traffic of

customers will quickly increase Phuc Long tea brand and increase customer retention

by launching beverage discount campaigns according to different promotions. Time

frames such as discounting in the time frame where few people book, thereby

creating a habit of ordering for customers.

Customers sitting at the restaurant can use the App to order and pay right on the App

with e-wallets or bank accounts. This technology experience will satisfy diners

because they no longer have to wait long when they need to order or call staff. There

will be no time pressure in choosing food, minimizing the possibility of customers

having too long a queue to wait to be served inconvenient. This option also proves

effective for freelancers, who often sit in the bar for a long time.

This group often calls once before entering the shop, and it is complicated to call a

second time because they leave their computers and work items on the table, making

them afraid to go. The feature of ordering at the table or suggesting drinks will bring

convenience to this group and help sell more items. In addition, customers who use

online shopping and pick-up services at the shop can save maximum time by simply

buying on the App and visiting the store to pick up in less than 2 minutes. It brings

a better and more convenient experience than Take Away (Cafe to take away). When

using the Take-Away form, customers are still forced to queue - order - pay - wait

for drinks. This process can take as little as 1015 minutes during peak hours, like

every weekday morning.

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Listen to feedback and handle (if needed) right after the customer makes a purchase.

No need for cumbersome procedures such as staff contacting customers via phone

to get feedback; now, Phuc Long's customers can rate the service quality and

preparation quality directly after enjoying the drink. Besides, when asked directly,

many customers will be afraid to answer honestly, but when they can freely respond

on the system, they tend to record and comment more. Phuc Long will pass the

feedback to generalize customers' needs to focus on developing and improving.

Through customer reviews, the leader can partly grasp the branches' service quality

and efficiency level.

2.2.3 Leverage social media to share brand stories through gamification.

Using social networks to tell brand stories is one of the ways to increase Phuc Long's

brand awareness, reach new customers and attract a certain number of followers on

social networks. Brand storytelling creates an opportunity to connect with customers

to tell the company's story and how it operates so that the brand will gradually enter

customers' hearts and be remembered longer. According to research, 92% of

consumers want an advertiser to tell a story. Not only do customers want to hear a

story, but most of all, that story must be good, attracting viewers. 55% of people

tend to buy if they like the story that touches the reader's emotions.

Through storytelling, Phuc Long also integrates the gamification feature. This

feature is one of the practical tools to help customers focus more on the story and

also help the company analyze customer behavior such as preferences, habits, Etc.

Initially, Phuc Long will build a ranking list. Customers with high achievements,

role-playing games, rewards, and badges through games related to farming, fruit

slicing, and building the game world the customer wants.

Because the target audience is young people, chibi game graphics and images will

follow a youthful dynamic with gentle sounds, making it easy to attract players to

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stick around longer. Therefore, the story that Phuc Long wants to tell will be as true

as possible, with realistic photos and videos to increase customer trust. Phuc Long

also told about the store's challenges and how the brand overcame them to reach

more customers. From there, customers will easily sympathize and appreciate the

brand more. These challenges require high interaction. A realistic storyline can

inspire customers and motivate them to create good habits such as helping others,

self-improvement, and never stopping learning for young people.

2.2.4 The benefits of solving these problems:

Learn about customer needs

Solve customer-related problems such as long waits, customer feedback

Make Phuc Long's business different from other businesses

Increase brand awareness, increase the relationship between customers and

businesses

Create customer engagement through brand storytelling, gamification, AR apps, and

other applications.

III. Implementation

3.1 Planning

3.1.1 Long-term goals:

Continuing to maintain one of the leading coffee chain brands in Vietnam and

reaching out to the world, improving revenue, profit, job security, and income for

employees, specifically:

Striving for the system's payment to increase by more than 30% in 2023 compared

to 2022

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Reduce production costs by 5% in the next three years

Increase the company's market share in the F&B sector by 10%

Increasing brand recognition, continuing to position the brand as a Vietnamese brand

rich in tradition, connecting the quintessence of decades of experience, and

constantly distilling and renewing itself in the transition of time to become The brand

has always been associated with many generations of customers.

Enhancing competitive advantage, the ambition to supply Vietnamese coffee

products is not only in the Asian market but also in competition with other global

brands.

Digital transformation of the entire operating process

3.1.2 Short-term goal:

About building capacity of the system: The ultimate goal is to improve the customer

experience and understand who the customer is and what they need:

Over 100,000 downloads with over 1 million user data.

The application is rated 4.8/5, along with many positive comments from many users.

Gradually change the buying behavior of Phuc Long's customers, from buying

offline to online, making the app not only a tool to support a better shopping

experience but also an official selling channel of Phuc Long.

Promote advertising and marketing activities, build a beautiful brand image in the

eyes of customers and launch various campaigns related to the brand to inspire the

community:

Increase like, follow social media channels by 5% per month

Increase customer engagement via social media by 5% per month.

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80% of customers give positive reviews about the game version of Phuc Long.

Increase the target audience by 2% from August to the end of September 2022.

Resource Estimation: All Resources Needed

Human:

Leaders need to have a mindset that accepts digital transformation, emphasizes the

urgency of argument shifting, and simultaneously must create conditions for

employees to work in new ways and encourage behavior change throughout the

systems.

Digital transformation core team: Sales + IT team

The entire company's human resources

Technology:

VR/AR: VR/AR technology is applied to display electronic menus, experience

drinks online, and see more details about ingredients to make drinks. Vietnamese

people, especially the GenZ generation, are increasingly concerned about the origin

of elements, food safety, nutritional value, and environmental factors of the food and

beverages they use.

Cloud computing

IoT & Machine Learning: Collecting data from customers' purchasing behavior and

buying habits, thereby quickly drawing loyal user portraits, improving customer

experience, serving research Research, and preparing new drinks to meet customers'

needs.

Information security software: Microsoft Enterprise Mobility + Security, SOTI

MobiControl, ManageEngine Mobile Device Manager Plus

Finance:

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Cost of building and developing the app

Investment costs for system operating infrastructure;

Cost of process innovation and training personnel to use and adapt to the new

process;

Cost of building a strategy to ensure security and prevent risks to secure data

throughout the system

3.2 Implementing

3.2.1 Phase 1:

Before the digital transformation

Currently, digital transformation and the industrial revolution 4.0 are the most

mentioned keywords when scientific and technological achievements are present in

all aspects of social life. The concept of digital transformation has become popular

and spread widely throughout society. According to the 2018 survey, digital

transformation has become a strategy of businesses and organizations in the 4th

industrial revolution. 90% of companies have started the digital transformation, and

30% of them. See digital transformation as a matter of survival. However, it is not

uncommon to misunderstand digital transformation as a "magic wand" that can

instantly change business performance. Some businesses even believe that they can

complete digital transformation by investing money in technology equipment and

training and expect positive results immediately. However, experts said digital

transformation is a process of change, not only in physical infrastructure but also in

consciousness, and should be considered a mode of national development.

In this regard, the role of the leader is crucial. Suppose leaders do not take the lead,

set an example in digital transformation, and use digital tools in management and

administration. In that case, asking the apparatus below to deploy is difficult or

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impossible. Accordingly, the leadership of Phuc Long should have a correct, deep

and broad view on the issue of digital transformation: digital transformation is a long

process in which it is necessary to change perceptions, first of all own, followed by

employees, workers involved in the production process of the enterprise. Raise

employee requirements when recruiting. Hire only knowledgeable, highly educated,

and tech-savvy resources. Moreover, there is a strong spirit and belief to be ready to

face difficulties and harshness when starting the digital transformation revolution.

3.2.2 Phase 2:

"Doing Digital" - The main goal of applying digital transformation to business

models is to improve customer experience, generally to optimize business models.

About resources

Build or integrate a live interview function on Phuc Long's mobile app. Accordingly,

there should be appropriate personality and capacity tests for each position in the

company. May cooperate with third parties such as GROW. From this solution, it is

possible to reduce human resources in the human resource management department

to save costs.

It is building a system of high standards and standards in the recruitment process.

Today, enterprises' demand for highly qualified human resources is gradually

increasing, especially in the 4.0 technology era. Moreover, it is becoming an evident

and inevitable need and feebleness progressively. The people of technology will help

the company accelerate its "Towards the future" process.

Customer's service:

Defining "Customer-oriented" is the driving force for business development.

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They are building a mobile app with features such as VR technology to help

customers see the product from all angles. From the external appearance to the

overall quality inside; integrated map to help customers easily find the way to the

nearest store; online comment box; accumulate points and membership card.

Build tools to analyze search and purchase behavior and post-purchase behavior:

customer reviews and feedback to develop best-selling items and improve products

that fall behind. Policies encourage customers to participate in evaluations of all

aspects of the business: product quality, service, Etc.

Develop a creative department, continuously select and analyze customer behavior,

and predict and think of new creations and menus for the store.

We are actively building a customer care team and using it effectively, having

extensive marketing forms on social networking platforms such as Facebook,

Instagram, and other social media platforms.

I am building the restaurant space toward "Pure Vietnam", bringing a sense of peace,

nostalgia, and a very "Vietnamese" feature.

He is replacing older, dispensing, serving staff with modern robots, stimulating

customers' curiosity, reducing labor costs in the long run, etc. Implementing this

solution may be difficult for customers, with small shops or stores in the less

crowded areas of Phuc Long. So, first of all, Phuc Long should do it at crucial stores,

centers in big cities like District 1, Ho Chi Minh City, and tourist cities like Da Nang,

Nha Trang, and other famous cities.

Build stores according to the "No people" model or "Self-service". It is also an

excellent idea aimed at the curiosity of customers. Several businesses and shops

implement this form, but it's not widespread, only a few. Here, only customers and

lOMoARcPSD| 36207943

robots interact. It will help companies to save a tremendous amount of money on

hiring store workers.

Develop strict security policies and mechanisms, protect customer information when

making purchases, feedback, and a mechanism.

Virtually protect information leakage about sales and proprietary product

information of the business.

Operation process:

I am using machines and equipment to screen raw materials from raw material

preparation to ensure products of uniform quality between shipments, replacing

manual production with machines to achieve high-quality outcomes. The best

quality shortens the product shipping time so that the product is not changed or

degraded during transportation.

Manage inventory by practical techniques such as JIT, Dropshipping, and

Consignment,...

Minimize all labor in packaging, printing stamps, and labels. Instead, it is fully

automated by machines.

Funding issues and order of priority

According to the above solutions, the cost businesses have to spend the first time

implementing the strategy is considerable, and the company is very likely to suffer

losses in a short period. But as mentioned, digital transformation is a long-term

process, and if there is the correct perception, and a strong spirit to persist in

implementing it, you will receive sweet fruit. Otherwise, you will be eliminated.

Therefore, the essential solutions that businesses must prioritize must be carefully

considered. Accordingly, customer-oriented solutions will have to be implemented

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first. Specifically, the tool analyzes customer behavior, listens to feedback, and what

customers need to develop their best-selling products from there, reducing the

amount of inventory to increase revenue. Profit to be able to implement the next

solution. Next, building a mobile app to make it easier for customers to shop is urgent

in the current "Shopping at home" era. After the above two solutions, Phuc Long

will likely have a relatively stable number of customers, and the revenue will also

increase because the number of goods sold is increasing. At this time, Phuc Long

needs to pay attention to its production process to achieve uniform quality and

sufficient quantity. To do this, Phuc Long needs to replace the manual production

process with modern machines and equipment from importing and selecting raw

materials until the products are delivered to customers. Regarding the problem of

breaking out and stimulating customers' curiosity, such as building an interactive

shop with robots, Phuc Long should do it on a small scale first, in critical stores in

big cities to collect money. Attract customers to be noticed by the media, thereby

increasing the business's reputation, making the brand more widely known, and

taking that as a premise to develop more exciting service models.

3.3 Risk management

3.3.1 "Inherent" corporate culture:

Although there is a digital transformation strategy, still keeping the traditional

working culture, that strategy does not go anywhere. Old habits such as fear of

change, lack of creativity, and "water to the feet only dance"... will be the knife that

kills the digital transformation process in Phuc Long.

3.3.2 High cost:

As mentioned above, digital transformation in Phuc Long involves various costs.

Investment in technology is not a small investment, including infrastructure, human

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resources, and technical solutions. The high price and the lack of immediate results

cause many leaders to give up halfway.

There is a shortage of digital transformation human resources, from managers to

experts, engineers, and digital technology workers. Human resources do not have

enough necessary digital skills.

3.3.3 Information leakage:

Information leakage has been a hot topic, an age-old problem for any business.

That requires Phuc Long to have effective user information security policies.

IV. Conclusion

4.1. Solution Evaluating

4.1.1 Suitability:

Reviewing the goal at the beginning of the solution our team offered to Phuc Long

was to improve the customer experience and the advantage of a product that is doing

very well. The launch and development of the mobile app version and the game

version on the social network Facebook Phuc Long have partly solved the complex

problem of the inconvenient experience of customers when waiting in line for water

or communication channels, which has not yet been fully utilized. In the long run,

using the app will gradually become a habit of customers at Phuc Long. It makes the

app not only a tool for making purchases at Phuc Long more convenient but also an

Online buying and selling method that exists in parallel with offline selling methods.

This direction is consistent with the implementation of Phuc Long's strategic goals

and the general development trend of the era and the digital age.

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4.1.2 Feasibility:

Capital: Our team assesses that this is not a big challenge for Phuc Long; they are

not under significant financial pressure. Phuc Long's revenue is from 2,500 thousand

to 3,000 trillion dongs, thanks to the expansion of the network of private stores and

kiosks in the WinMart supermarket system, as well as the diversification of the tea

and coffee product portfolio. From 2016 to 2019, Phuc Long recorded a dizzying

growth. In 2019, this chain brought in 779 billion dongs, a sudden increase of 65%

compared to 2018 and nearly three times higher than 2016. It helped Phuc Long

become the leader in revenue, outperforming much. Other milk tea industry

competitors include Tocotoco, Gong Cha, Koi Cafe, Bobapop or Dingtea, and

Sharetea.

Human resources: Some criteria for selecting Phuc Long's staff in general and IT

staff are strict in terms of standards and quality.

They considered that the two factors of human resources and the capital of Phuc

Long could fully meet the process of implementing the digital transformation

solutions that the group mentioned in Section III.

4.2. Solution Controlling

Although expanding the brand about three years ago, when milk tea chains exploded

in Vietnam, Phuc Long has built its foothold. Many people admit that the highlight

of Phuc Long's products is the strong tea flavor, which strongly hits the

"connoisseur" taste of customers and makes that challenged nod their heads. Even

with the milk tea line, Phuc Long's products are greasy. The tea taste is also apparent.

This feature is because Phuc Long is one of the few F&B chains that own the raw

material area right in Thai Nguyen, the famous land of tea in the North. Phuc Long's

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strong tea DNA will suit the Vietnamese market, which has a long tradition of

enjoying tea.

With a team of professionals and staff with high technical expertise and many years

of experience in the F&B industry, Phuc Long has supplied the Vietnamese market

with a wide range of beverage products (tea and coffee). Quality. Phuc Long's menu

is rich with 63 different milk tea flavors. Young people's favorite tea dishes include

peach, orange lemongrass tea, peach milk tea, pink milk tea, Thiet guan yin tea, Etc.

With coffee-flavored drinks, great drinks, such as caramel coffee, rich milk,

cappuccino, vanilla coffee, mint iced coffee, and other beverages, can be mentioned.

Determining product quality as a top priority, Phuc Long creates a unique feature

when owning a raw material area right in Thai Nguyen, the famous tea land of the

North. Thanks to pure Vietnamese ingredients, they easily research and develop

products suitable for Vietnamese tastes when combining locally sourced ingredients.

They are very dynamic and constantly changing; only the first half of 2021 has new

creations such as:

- January 31, 2018: Launching new nutritious Phuc Long Bread with ten layers

offillings filled with fresh ingredients and suitable for most consumers, Phuc Long

bread is evaluated as a bright spot of Phuc Long.

- March 2, 2021: Phuc Long welcomes the new year with "Golden Lotus Milk

Tea"with the sweet taste of traditional Phuc Long Milk Tea combined with soft, salty

cream and rich lotus seed topping. And for coffee lovers, "Golden Lotus Coffee with

Almonds Iced" is an option worth trying, the characteristic mild bitterness of ground

coffee blended with fresh cream embellished with almond topping. Fragrant lotus

seeds and kernels. There are not too many changes, but their slight variation helps

the audience feel spring's lightness.

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- June 2021: Phuc Long cools down the summer heat with a fresh and cool cup

of"Fresh Lychee Tea," a combination of Luc Ngan lychee and sweet Hibiscus flower

scent to create a perfect balance. Perfect. It is not a new creation, but it is unique

because Phuc Long has meticulously selected excellent ingredients.

Drinks at Phuc Long are prepared according to the general formula of the whole

system. Phuc Long has invested in all stores and kiosks in the entire system with

modern preparation tools and designed in two different styles: Traditional (filter

coffee, latte) and Present.

great (French press, cold brew, pour-over, Aeropress)

Each drink size complies with a fixed quantity: hot size, medium size & large size

are the three sizes Phuc Long uses. Each glass of Phuc Long's water is specified with

its capacity. The capacity remains unchanged even if the customer requests no ice /

less ice or more ice.

Because of many years of experience in the industry, Phuc Long has many advanced

programs specializing in employee training and management. During the process of

operation and development, Phuc Long Coffee & Tea's management team and staff,

through generations, have built and nurtured a passion for tea and coffee with the

desire to challenge themselves in the dynamic and innovative service industry.

The team of leadership and branding staff regularly monitor, monitor, and send

leaders to inspect stores and kiosks.

The team's investment, from leaders to employees, is a top priority for the solution

to achieve the highest efficiency. Phuc Long needs to focus and invest a lot of money

in training to bring in talented people to develop and transform the brand in line with

the digital age.

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4.3. ROI

Figure 4.1 Phuc Long's business results over the years

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Figure 4.2 Revenue and profit after tax of Phuc Long compared to other brands In

2019, this chain earned 779 billion VND in revenue, a sudden increase of 65%

compared to 2018 (473 billion VND) and nearly three times higher than the 2016

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results (270 billion VND). In previous years, the chain's revenue growth was also at

double digits, reaching 39% and 25%, respectively, in both 2018 and 2017.

The revenue is high, but the net profit of Phuc Long is only a few billion dongs. For

example, in 2019, this beverage chain recorded a net profit of 16 billion VND.

Before that, it was 3.6 billion VND in 2018, 1.8 billion VND in 2018, and 1 billion

VND in 2016.

Phuc Long's liabilities also increased year by year. In 2016, Phuc Long owed 113

billion dongs. In 2017, it was 139 billion dongs; in 2018, it was 228 billion dongs,

and by 2019, the debt was 294 billion dongs.

In 2020, Phuc Long's revenue grew only slightly, but profit improved significantly:

up 119% over the same period last year, reaching 35 billion dongs.

According to the latest report of Vietcombank Securities (VCBS) in September

2021, the revenue of the Phuc Long chain after returning home with WinCommerce

is also expected to reach an additional VND 1,750 billion/year. In particular, VCBS

emphasized that Phuc Long's profit margin will improve significantly after

cooperating with Masan. This unit is quite "cool" in M&A, as evidenced by NET

Detergent, VinaCafé Bien Hoa...

It can say that the ability to recover capital in the short term is meager because the

investment capital in machinery and technology is many times higher than the old

capital, so businesses that want to recover money can only recover capital in the long

term.

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REFERENCES

Chuỗi trà & cà phê Phúc Long: Thu khủng nhưng lãi “bèo bọt”. (2022). Retrieved

14 August 2022, from https://cafebiz.vn/chuoi-tra-ca-phe-phuc-long-thu-

khungnhung-lai-beo-bot-20210129125849395.chn

Phúc Long Coffee & Tea. (2022). Retrieved 14 August 2022, from

https://phuclong.com.vn/

Chiến lược 3P đưa Phúc Long từ mảnh đất cao nguyên tới vị trí Big4 ngành trà, cà

phê Việt Nam. (2022). Retrieved 14 August 2022, from https://cafebiz.vn/chienluoc-

3p-dua-phuc-long-tu-manh-dat-cao-nguyen-toi-vi-tri-big4-nganh-tra-ca-pheviet-

nam-20210209112644173.chn

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lOMoAR cPSD| 36207943
UNIVERSITY ECONOMICS AND LAWS
FACULTY OF INORMATION SYSTEM FINAL PROJECT
BUILDING A DIGITAL TRANSFORMATION
SOLUTION FOR ENTERPRISES GROUP 7 PHUC LONG BUSSINESS
Teacher: PhD. Lâm Hồng Thanh Students:
Trần Trương Ngọc Hân K214110832
Phan Nguyễn Trúc Loan K214110838 Đỗ Thị Nhung K214110844 Phan Gia Huy K214110834 Lê Minh Thư K214040314 1
August, Ho Chi Minh City, 2022 lOMoAR cPSD| 3620794 lOMoARcPSD| 36207943 3 TABLE OF CONTENTS
I. Overview of the enterprise ..................................................................................................................... 0
1.1 The history of formation .................................................................................................................. 0
1.2. Vision, mission, and core values ..................................................................................................... 3
1.2.1 Vision........................................................................................................................................... 3
1.2.2 Mission ............................................................................................................................................ 3
1.2.3 Core values .................................................................................................................................. 3
1.3 Business model .................................................................................................................................. 4
1.3.1 Key partners ................................................................................................................................. 4
1.3.2 Key activities ............................................................................................................................... 5
1.3.3 Value propositions ....................................................................................................................... 5
1.3.4 Key resources .............................................................................................................................. 6
1.3.5 Customer relationships ................................................................................................................ 7
1.3.6 Customer segments ...................................................................................................................... 8
1.3.7 Channels ...................................................................................................................................... 8
1.3.8 Cost structures ............................................................................................................................. 9
1.3.9 Revenue Stream ......................................................................................................................... 10
1.4 Business operation overview .......................................................................................................... 10
1.4.1 Field of Business ....................................................................................................................... 10
1.4.2 Phuc Long's products ................................................................................................................. 10
1.4.3 Price ........................................................................................................................................... 11
1.4.4 Primary activities in stores ......................................................................................................... 11
II. Analysis of enterprise .......................................................................................................................... 12
2.1. SWOT ............................................................................................................................................. 12
2.1. 1 Strengths: .................................................................................................................................. 12
2.1.2 Weaknesses: ............................................................................................................................... 14
2.1.3 Opportunities: ............................................................................................................................ 14
2.1.4 Threats: ...................................................................................................................................... 15
2.2. Solution/Recommendation: ........................................................................................................... 15
2.2.1 Identify the problem .................................................................................................................. 15
2.2.2 Role of the App: ........................................................................................................................ 16
2.2.3 Leverage social media to share brand stories through gamification .......................................... 23
2.2.4 The benefits of solving these problems: .................................................................................... 24
III. Implementation .................................................................................................................................. 24
3.1 Planning ........................................................................................................................................... 24
3.1.1 Long-term goals: ........................................................................................................................ 24
3.1.2 Short-term goal: ......................................................................................................................... 25
3.2 Implementing .................................................................................................................................. 27
3.2.1 Phase 1: ...................................................................................................................................... 27
3.2.2 Phase 2: ...................................................................................................................................... 28
3.3 Risk management ........................................................................................................................... 31
3.3.1 "Inherent" corporate culture: ..................................................................................................... 31
3.3.2 High cost: ................................................................................................................................... 31
3.3.3 Information leakage: .................................................................................................................. 32
IV. Conclusion ........................................................................................................................................... 32
4.1. Solution Evaluating ....................................................................................................................... 32
4.1.1 Suitability: ................................................................................................................................. 32
4.1.2 Feasibility: ................................................................................................................................. 33
4.2. Solution Controlling ...................................................................................................................... 33
4.3. ROI .................................................................................................................................................. 36
REFERENCES ......................................................................................................................................... 39 lOMoARcPSD| 36207943 LIST OF FIGURE
Figure 1.1. Phuc Long's memorable milestone.......................................................2
Figure 1.2. Phuc Long kiosk model combined with Vinmart (source:
phuclong.com.vn)....................................................................................................9
Figure 1.3 Bestsellers ’s Phuc Long tea...................................................................11
Figure 1.4 Interior space at Phuc Long store. ......................................................12
Figure 2.1 Phuc Long App’s project (Source: behance.net)....................................17
Figure 4.1 Phuc Long's business results over the years...........................................36
Figure 4.2 Revenue and profit after tax of Phuc Long compared to other brands..37
I. Overview of the enterprise
1.1 The history of formation
In the famous tea plateau Bao Loc ( province Lam Dong), Phuc Long was created
with the anticipation of bringing quality tea and coffee products in 1968. lOMoARcPSD| 36207943
In the 80s, Phuc Long operated the first three Ho Chi Minh City stores on Tran Hung
Dao, Le Van Sy, and Mac Thi Buoi streets to introduce pure Vietnamese tea and
coffee products to domestic and international customers. In particular, the Phuc Long
Mac Thi Buoi store located in the center of District 1 is the first to serve Phuc Long's
signature brewed tea drinks and high-class brewed coffee. These stores were usually
only operated at luxury stores and restaurants of that period.
In 2000, Phuc Long Trading Production Co., Ltd was officially launched.
In 2007, Phuc Long owned a tea hill in Thai Nguyen. Phuc Long finds Thai Nguyen
Tea to be competitive in terms of taste, appearance, and distinctive water quality,
but like teas in other localities, controlling residues by food hygiene and safety
standards. Products of the world, Thai Nguyen tea still suffers the same fate of "not
meeting standards". Clearly defining the goal to maintain and protect the inherent
natural quality of Thai Nguyen tea, Phuc Long quickly decided to invest in building
a tea processing factory in Thai Nguyen. Phuc Long hopes that by setting up the
factory right in the raw material area, it is possible to ultimately maintain the
"quality" of Thai tea while minimizing the conditions for growing, harvesting, and
processing to ensure overall quality management issues. At the same time, in 2007,
Phuc Long invested in a tea and coffee processing plant in Binh Duong, equipped
with many modern equipment and machines, with HACCP certification. This
process ensures food safety and hygiene standards, intending to provide the supply
of quality products, serve the domestic market, and meet export demand. Also, from
here, Phuc Long Tea has fully met the standards to be present in fastidious markets
such as the US, Japan, Indonesia, and the Philippines…
In 2012, one of the Phuc Long Coffee & Tea stores at Crescent Mall District 7 was
launched, marking the official expansion of Phuc Long into the food & beverage
industry (Food & Beverage). Also, the Phuc Long store was operated under the 1 lOMoARcPSD| 36207943
automatic model served in a modern space. Together with our team of effective
associates, Phuc Long made an event marking a turning point in the development history of Phuc Long.
In 2015, Phuc Long built ten stores in Ho Chi Minh City. Step-by-step brand
positioning is associated with strong tea and coffee products and drinks in customers' minds.
After three years, the second factory in Binh Duong was built, owning two tea hills,
Thai Nguyen and Bao Loc. Likewise, more than 40 Phuc Long stores were built in
Ho Chi Minh City, Binh Duong, Nha Trang, Da Nang, and Hanoi. 2018 is also the
year Phuc Long decided to expand the brand to the North, after a period of research
and market survey with Phuc Long's first store located in Hanoi.
In 2019, develop 70 stores and continue to build and expand the store system
stretching from South to North. Besides, increasing the coverage of tea and coffee
products to all systems: supermarkets, convenience stores, and e-commerce channels.
Figure 1.1. Phuc Long's memorable milestones
Phuc Long believes that each tea and coffee product will be more and more excellent
when created from constant striving and passion. Furthermore, the connection based
on trust, honesty, and trust contributes to bringing the beauty of tea & coffee culture
to fly higher and further. Continuing efforts, from the first store, until now, Phuc 2 lOMoARcPSD| 36207943
Long has built more than 80 stores in the areas of Ho Chi Minh City, Binh Duong,
Bien Hoa, Can Tho, Da Nang, Nha Trang, and Hanoi, serving fresh drinks from tea
and coffee. Not stopping there, Phuc Long continues to develop and expand the
storage system from South to North. Increase product coverage to all systems:
supermarkets, convenience stores and
1.2. Vision, mission, and core values 1.2.1 Vision
With the view of its corporation constantly expanding the market - sustainable
development- Phuc Long strives to become a company specializing in producing and
exporting high-value tea and coffee in Vietnam.
Phuc Long wishes to create a Vietnamese brand with class and quality reflected in
each product, slowly maintaining its role in the international market. 1.2.2 Mission
Become a pioneer of the times with innovative ideas at the forefront of the tea and coffee industry.
Let us bring brands to shine, motivate each other, and turn ideas into reality with the
spirit of cohesion, interaction, listening, and respect.
To create joy and affection for customers, we must constantly shine. Do not let the
ability to sleep regularly challenge difficulties; constantly renew the inside valuable.
Create high value by understanding, empathy, and fundamental value propositions,
satisfying customer satisfaction. 1.2.3 Core values
For customers: Committed to providing the best quality products and services. 3 lOMoARcPSD| 36207943
For employees: Building a professional, dynamic, creative, and humane working
environment, creating favorable conditions for high income and fair development opportunities. For society:
• Harmonizing business interests with social benefits
• Actively contributing to community-oriented activities
• Demonstrating a sense of responsibility towards society 1.3 Business model
Our group will discuss and analyze Phuc Long's business model canvas here. 1.3.1 Key partners
Ingredient suppliers: For a more varied menu, Phuc Long works with various
ingredient suppliers, including Vinamilk (condensed milk, aloe vera yogurt), Hifood
(whipping cream anchor), and Pigeon (soaked lychee, soaking longan), as well as cake suppliers.
Electronic payment apps: Customers have additional options due to Phuc Long's
partnership with electronic payment applications like Momo, Shopee Pay, and
Airplay, and apps that offer discount codes during special events will encourage
customers to visit the shop more often to use the discount coupons.
Supermarkets and convenience stores: Phuc Long collaborates with supermarkets
and convenience stores to display and sell its tea and coffee goods.
Cooperation with Masan: On May 24, Masan invested 15 million USD in purchasing
20% of Phuc Long Heritage Joint Stock Company. As a result, more than 2,200
Vinmart stores now have "Phuc Long kiosk". Although it was impossible to meet
customer demand for on-site services during the epidemic because of Directive 16, 4 lOMoARcPSD| 36207943
a partnership with Vinmart to open Phuc Long takeaway stores still allowed
customers to use the company's products. As a result, corporations could generate
profits at that moment when most of the coffee industry was severely impacted by Covid 19.
Shipping unit: To address the demands of clients during the epidemic periods, Phuc
Long also works with other transportation applications, including Gojek, GrabFood,
Baemin, and the shipping firm itself. 1.3.2 Key activities
Sell tea and coffee products: Phuc Long's main activity is to sell tea and coffee
products. Due to the supply from two sizable tea hills in Thai Nguyen and Bao Loc,
the cost of products is relatively low. It makes this activity a lucrative enterprise and
Phuc Long's primary source of revenue.
Sell new goods for special events: Additionally, introducing new goods for special
occasions, such as mooncakes, gift bags, water glasses, keychains for openings, Etc.
It helps customers be more enthusiastic and interested in Phuc Long on every special occasion. 1.3.3 Value propositions
Always available when customers need:
Phuc Long focuses on building its brand and always chooses to launch in highdensity
areas of prominent metropolia like Hanoi and Ho Chi Minh City, which would easily
make their target customers notice and remember. So, Phuc Long's reputation has
been in customers' minds ever since. Additionally, by building several branches
close to schools, Phuc Long is now simple for customers to find everywhere.
Reasonable price, suitable space for customers' needs: 5 lOMoARcPSD| 36207943
Customers at Phuc Long range from visitors to students to working people. Thus the
prices are affordable for most individuals. Additionally, Phuc Long's customers may
study, work in groups, or even work alone, thanks to the design of open space, high-
rise, and group tables and chairs.
Good product quality: Products from Phuc Long are praised for having unique tastes
and robust tea flavors, which keeps customers coming back. 1.3.4 Key resources
Two tea plantations and factories:
The most significant potential source for Phuc Long is its ownership of two tea
plantations in Lam Dong and Thai Nguyen, as well as two factories in Binh Duong.
These places enable Phuc Long to allocate capital among its retail locations and sell
its tea and coffee products. With more than 80 locations and more than 50 years of
experience in the tea and coffee-growing industries, Phuc Long has cemented its
name in customers' hearts, which helps maintain a continuous connection with suppliers.
Proper training program: Along with having extensive experience operating stores,
Phuc Long has an appropriate program of training that ensures that customers always
perceive the employees and products to be of the highest caliber and to be friendly and professional.
Prime locations, social media (Facebook platform): In the past, Phuc Long
prioritized selecting prime locations to dazzle customers rather than spending much
time advertising on social media and the internet. At the moment, Phuc Long is
focusing on Facebook Fanpage promotion and conducting reviews and
advertisements on Facebook videos about its new campaigns and items. 1.3.4 Value propositions 6 lOMoARcPSD| 36207943
Always available when customers need:
Phuc Long corporation focuses on building its brand and always chooses to launch
in high-density areas of famous areas like Hanoi and Ho Chi Minh City, which would
easily make their target customers notice and remember. As a result, Phuc Long's
reputation has been in customers' minds ever since. Additionally, by building several
branches close to schools, Phuc Long is now simple for customers to find everywhere.
Reasonable price, suitable space for customers' needs: Customers at Phuc Long
range from visitors to students to working people; thus, the prices are affordable for
most individuals. Additionally, Phuc Long's customers may study, work in groups,
or even work alone, thanks to the design of open space, high-rise, and group tables and chairs.
Good product quality: Products from Phuc Long are praised for having unique tastes
and robust tea flavors, which keeps customers coming back. 1.3.5 Customer relationships
The self-service model Phuc Long offers customers technological equipment and
appropriate areas for their customer base. One way of communicating with
customers is by improving technology like self-service vibrating cards and sockets
for customers to utilize electrical equipment in the store. Furthermore, Phuc Long
consistently gives customers trust in the quality of their products and services. For
instance, when a customer found duct tape in their tea cup at a branch in District 1,
Phuc Long immediately contacted the hospital and offered to make up for the
damage. Customers can feel entirely safe in the company's reputation thanks to this.
Additionally, Phuc Long always seeks customer feedback on environmental
concerns, so it is wise to use its lenses and temporarily reduce plastic usage. 7 lOMoARcPSD| 36207943
Moreover, Phuc Long has channels for communicating with its customers, including
a website and a Facebook fan page. It regularly runs specials and shares facts about
the company to make customers aware of it and feel more comfortable. 1.3.6 Customer segments
Phuc Long has two customer groups: Those who buy finished products such as tea,
coffee, and items for special occasions like Tet and the Mid-Autumn Festival and
those who purchase prepared goods from the chain's counter.
Phuc Long targets various customers, from working people and tourists to students.
Especially, Phuc Long pays attention to female customers; that is why it focuses on
milk teas that are good for health and skin. In addition, low-sugar, fatreducing drinks
are also considered by the company. 1.3.7 Channels
Direct communication channel:
This channel is distributed in Phuc Long stores in expensive locations and kiosks in
Vinmart. Phuc Long has set up stores in prime locations in big cities such as Hanoi
and Ho Chi Minh City. Ho Chi Minh. In the first year, Phuc Long expanded to Hanoi
with its first store in the IPH mall, which, although not the best choice, is also close
to many office areas and universities. Currently, Phuc Long has nearly 100 stores
across the country, and the stores are concentrated in big cities with all golden
locations and extremely potential lands. Phuc Long's products are not only displayed
and sold at stores but also in many supermarkets and commercial centers, convenience stores, Etc. 8 lOMoARcPSD| 36207943
Figure 1.2: Phuc Long kiosk model combined with Vinmart (source: phuclong.com.vn)
Indirect communication channel:
We tend to concentrate on the website phuclong.com.vn and social media such as
our Facebook fan page. Phuc Long's Facebook page now has more than 450,000
followers. This promotion of communication helps Phuc Long push products closer to customers. 1.3.8 Cost structures
Phuc Long needs investment costs for labor, facilities, management and
administration, marketing, R&D, waste, materials, logistics,., 9 lOMoARcPSD| 36207943 1.3.9 Revenue Stream
Phuc Long earns profit from two primary sources of income: selling prepared
products at Phuc Long stores, kiosks, on delivery apps like Baemin and Shopee food,
and selling products like tea boxes, coffee, water bottle
1.4 Business operation overview 1.4.1 Field of Business
Currently, Phuc Long operates in two fields:
Producing, exporting, and trading in packaged tea and coffee products
Foodservice business at the system of stores and kiosks: all kinds of food, drinks,
cakes, savory cakes, and door-to-door delivery services. 1.4.2 Phuc Long's products
Phuc Long's products are divided into two categories: drinks at the store and
packaged beverages. In, Phuc Long's menu at the restaurant includes:
Classical Coffee: A line of drinks for typical coffee lovers such as cappuccino, Phuc
Long Cappuccino, Cafe Latte, and Chocolate in which black coffee and milk coffee stand out.
Cold Blend Beverage: A line of blended iced drinks with highlights such as
Chocolate Blend with Almonds and Iced Green Tea
Special Tea: The beverage line makes Phuc Long's name and brand with top favorite
tea dishes such as Phuc Long milk tea, jasmine tea, peach tea, strawberry Oolong tea, herbal tea, Etc. 10 lOMoARcPSD| 36207943
Figure 1.3 Bestsellers ’s Phuc Long tea 1.4.3 Price
The selling price of Phuc Long tea ranges from 30,000 VND to 55,0000 VND for different sizes
The cost of Phuc Long Cafe ranges from 35,000 VND to 45,000 VND
The cost of other dishes at Phuc Long, such as cakes and bread, are all the same
price, from 19,000 VND - 35,000 VND
1.4.4 Primary activities in stores
When there are orders, Phuc Long staff will prepare orders according to customers'
requests and deliver them directly (when customers buy now at the store) or
indirectly(when customers buy online, Phuc Long will deliver the goods to the carrier) to the customer.
Phuc Long's packaging is designed with a great liner with a one-way valve to drain
water and keep the freshness of the product to ensure product quality. 11 lOMoARcPSD| 36207943
Figure 1.4 Interior space at Phuc Long store
II. Analysis of enterprise 2.1. SWOT 2.1. 1 Strengths:
With a diverse customer base, Phuc Long targets customers: from working people and tourists to students.
The price is suitable based on the available strength of tea and coffee, reasonable for
customers' pockets. A cup of Phuc Long's tea only ranges from 30,000 - 45,000
VND, equal to 50 -70% of the price of Trung Nguyen and 30 - 50% of Starbucks,
The Coffee Bean & Tea Leaf. An attractive price strategy has attracted many
different audiences, from schoolchildren and students to working customers or the
elderly. Thanks to many such customers, Phuc Long has become as famous and popular as it is today. 12 lOMoAR cPSD| 36207943
Product quality is perfect, with investment, creating its mark in customers' hearts
through the bold USP (Unique Selling Point). As a pure Vietnamese drink brand,
with the characteristic of "bold" tea, it is hard to find in any other market in Vietnamese market.
Distributing in prime and convenient locations such as commercial centers,
significant streets, and crowded places is convenient for traveling and create
favorable conditions for delivery to offices and companies.
Beautiful logo, brand image "dyeing in dark green tea", creating an eye-catching
feeling, easy to write in the mind of customers.
Creating trust from customers by self-sufficient raw materials from fresh tea hills on
the plateau, not dependent on third parties,
Applying technology to their business model: Currently, Phuc Long's products are
available online food ordering applications such as Gojek, Baemin, and NOW,...
They are trying to bring their products and "touch" more customers. In addition,
Phuc Long accepts many forms of payment, such as payment via credit card and
ewallet, for more convenience for customers. At the end of November 2020, Phuc
Long launched the "Phuc Long Gift Card - a cashless card". In addition, Phuc Long
also issues membership cards (membership), including levels: Diamond, Vip, and
Member, so that customers can accumulate discount points. It is also a good direction
to improve customer loyalty with this coffee chain.
With a network of more than 2,200 Vinmart stores nationwide, Phuc Long will have
more large distribution channels to reach consumers, and this is an opportunity for
the North to advance because this brand is not strong in the Northern market. 13 lOMoARcPSD| 36207943 2.1.2 Weaknesses:
The space is relatively few seats, and the distance between the tables is also relatively narrow.
At peak hours, customers who want to buy drinks at Phuc Long have to wait in a
long queue for an hour, and the waiting time is quite long, causing a lot of trouble
and inconvenience. Phuc Long currently has no solution for this problem.
The quality of service and drinks are not uniform among the branches of Phuc Long.
It is a weakness easily seen in any brand that develops in a chain model. However,
if this problem is well solved, this can become a competitive advantage for Phuc Long.
Communication and customer interaction on social media platforms have not yet
developed strongly. Phuc Long's two main communication channels are Facebook
and the Website. Agree that Phuc Long focuses more on product quality, price,
distribution, human factors or equipment, facilities, Etc. However, communication
activities about the story Branding and communication activities on digital platforms
are also ways to retain loyal consumers and attract new probable consumers. 2.1.3 Opportunities:
Vietnam's milk tea market can be considered a "gold mine" for investors because of
its high profit and good revenue. As reported by market research firm Euromonitor,
Vietnam's milk tea market has an annual growth rate of about 20%.
Through the cooperation with Masan, taking advantage of this group's extensive
retail chain, Phuc Long can open up new export opportunities on the cross-border e- commerce platform. 14 lOMoARcPSD| 36207943 2.1.4 Threats:
The F&B industry has a high level of competition among brands. Phuc Long has to
confront giants like Starbucks, The Coffee Bean & Tea Leaf, but Phuc Long also has
to compete with domestic rivals such as Trung Nguyen Legend, Highlands, The Coffee House, and Cong Cafe.
The low entry barrier makes many people flock to the F&B business. Phuc Long
faces many new competitors and a high level of competition every day. With ideal
conditions for growing tea and coffee, the Vietnamese market is being evaluated
with a reasonable growth rate. In the future, Vietnam will have more big players
entering the market. Phuc Long will likely compete with more economically
resourced competitors in the future.
Changing buying behavior is always a big challenge for Phuc Long and businesses in the F&B industry.
Recently, they require much experience doing business in the international market.
Currently, Phuc Long is still young in the international business segment and does
not have much experience in this field, so entering the US market will not be easy.
2.2. Solution/Recommendation: 2.2.1 Identify the problem
Thanks to the SWOT analysis, group 7 has identified strengths and weaknesses and
opportunities and challenges that Phuc Long is facing. Our team's solution to Phuc
Long will focus on improving the customer experience. First, that is, solving the following problems:
Customers' tastes change over time, requiring Phuc Long to find new directions 15 lOMoARcPSD| 36207943
Customers have to wait to buy Phuc Long's drinks at peak hours, which is quite inconvenient
Communication and customer care activities on digital platforms are not strong enough.
The quality of service and preparation at Phuc Long's branches is still uneven
Solution: In the early stages, focus on improving the customer experience
Launching a separate mobile application for Phuc Long to solve the problem of
improving customer experience:
Phuc Long has operated very effectively when cooperating with transport companies
such as Grabfood, Shopee Food, Baemin, Etc. However, after taking advantage of
the significant number of customers available on these platforms, Phuc Long should
consider "retaining" these customers to "stay" with Phuc Long. Moreover, building
a separate mobile application will solve the problem of exploiting customer insights
and personalizing customer experience to better take care of loyal customers and
attract new potential customers. 2.2.2 Role of the App:
The online App delivers an information channel for Phuc Long. With complete
information and functions such as website, App with full product information, find the nearest store. 16 lOMoARcPSD| 36207943
Figure 2.1 Phuc Long App’s project (Source: behance.net)
Create excitement and increase customer loyalty with the membership card program.
When trading at the store and ordering online: for every 10,000 VND, you will get
1 point and 50 points corresponding to 500,000 VND, and customers will receive a
drink of their choice. Customers have voluntarily updated information and are more
motivated to come to The Coffee House thanks to milestones.
Send notifications to separate customer groups. An account that has never placed an
order through the App will continuously receive a buy 1 get one voucher and
encourage booking through the App. It helps Phuc Long approach its loyal customer
file and attract new potential customers. 17 lOMoAR cPSD| 36207943
The App provides an electronic menu, ordering, and payment feature: The App has
a beautiful, easy-to-use interface with visually displayed food images and an
intelligent dish suggestion system to introduce to customers. New drinks, featured
drinks or favorite drinks at the shop make it easier for customers to make choices
and stimulate them to order more, try new, or order more possible dishes, which the
ability to generate higher revenue and profit. This recommendation system also
replaces part of the staff who is recommending dishes so they can focus on other
tasks that provide the best customer experience.
Virtual reality technology applications for Phuc Long
Phuc Long business AR card: usually, when businesses introduce their products to
the crowd, now virtual reality technology with AR cards introduces small
businesses, people will easily access information. With just a smartphone and scan
the QR code on the Phuc Long referral card, customers will automatically find out
all that information by using that application within about 5 minutes as history,
forming goals. Company's online sales app. Since then, with small business cards
like other traditional companies, now through AR cards, it has become a versatile and attractive, unique tool.
AR Menu: when entering the Phuc Long tea shop, the essential thing for customers
is to order. Ordering will no longer be as traditional as before, as customers will ask
the staff what is the best seller, looking at the Menu in front of them blankly. Now
with AR Menu technology, it will be easy to reach out to customers. The Menu also
presents all dishes and drinks, down to their prices. Customers decide what to order
and pay for and understand your brand story. These first steps all depend on the
Menu in their hand. AR Menu Phuc Long allows customers to:
Preview a 3D image of the drink you order, along with indicators such as calories,
nutritional content, components, and ingredients. 18 lOMoAR cPSD| 36207943
Choose your language, and enjoy your choice of drinks and food so that it will attract
a large number of international guests.
The food and beverage processing process is transparent, hygienic, and high quality.
See reviews and comments of previous customers.
Customers actively choose dishes, so it will help save the shop's peak hours and save
a source of human resource costs at the restaurant.
AR signs/banners/billboards placed at stores and busy places such as commercial
centers, many passersby: To increase brand awareness, billboards introducing the
company's Logo are indispensable.
The company's vision and mission, Phuc Long, reaches many customers everywhere.
The company's brand logo is the first point to attract customers who do not know the
shop. Nevertheless, augmented reality (AR) technology will do it to make Phuc Long
different from other companies. With a smartphone, customers can bring the Phuc
Long logo, then a series of virtual videos and images will appear to attract customers
who want to set foot in the store quickly. AR menu will have features such as:
Wherever the Phuc Long brand logo appears, such as in a shopping mall, pedestrian
street, Etc., customers can scan and interact with the Logo through vivid 3D images.
Telling a brand story or a meaningful message through the AR Logo will increase
the authenticity and quickly touch customers' hearts. Customers will trust and appreciate the brand more.
Integrate many features such as backlinks to Fanpage, Website of the business.
Every time customers scan the AR logo code, minigames and promotions encourage
friends to scan the code to accumulate more reward points. 19 lOMoAR cPSD| 36207943
AR for printing marketing publications - Catalog, Poster: Printed publications such
as catalogs, posters, leaflets, leaflets, and magazines always appear in marketing and
communication campaigns of the F&B industry. AR technology plays a new role in
this industry, turning ordinary printed matter into vivid and realistic 3D images. Give
customers a "visual and taste" experience in a completely new and impressive way.
- Display map, address information, and specific route.
- View Menu, full of dishes in 3D to meet high tastes.
- Directly and closely bring information and messages to customers.
- Attractively deliver promotions and preferential information.
- Stimulate customers to share social networking links quickly and conveniently.
Phuc Long product packaging AR: AR channel (AR Broadcast/ Channel/ News) is
an outstanding feature of AR Packaging - turning every packaging into a brand's
presentation channel, which can be uploaded daily. Many different videos,
messages, and news quickly change the content on the AR channel automatically
with the feature of setting up the posting time. Customers can scan and watch
different content daily, like a separate 'broadcast station' owned by the brand.
Customers can shop on Phuc Long product packaging via the AR channel's "Order
Now" and "Order more products" buttons.
Customers who scan the packaging will display minigames that meet
preprogrammed programs and events. Customers can play games related to the
product and reward those with high achievements, such as glass vases with Logo
engraved, Phuc Long keychains, Etc. Thus by creating an affiliate relationship,
deepening the relationship between customers and products, and understanding and 20 lOMoAR cPSD| 36207943
becoming more interested in programs and events by playing exciting and unique games in 3D.
Tell a vivid brand story through packaging: Display images, information, and
messages in true 3D when users scan the packaging.
AR Filter / AR Game: Social networks play a crucial part in community life,
especially young students, the customers Phuc Long targets. Most businesses are
also more or less influenced by social networking sites. Any current marketing
strategy deploys Digital Marketing on social networking sites, so businesses are
competing with each other to apply novel forms to improve efficiency. AR Filter /
AR Game brings the best solution for current Digital Marketing. Phuc Long's AR
Filter/Game solution will have features such as:
Insert unique 2D/3D Filters with Phuc Long meaning and goal, stimulating users to
take selfies, record videos, and share on social networks. We are expanding the name
and increasing interaction for the company's brand strategy.
Phuc Long's AR Filter can also allow customers to take photos with famous KOLs,
and influencers on social networks... invited by Phuc Long.
AR Game is interesting with countless creative ways to play, bringing the image of
business products into the Game, creating direct interaction between customers and
products through interesting and attractive Games, entertaining customers while
bringing benefits to the business.
Phuc Long Web AR: Unlike standard websites that people search for online, Phuc
Long's virtual reality application website will bring customers' e-commerce
experience to another level. AR on a more convenient platform while still achieving stable performance: 21 lOMoAR cPSD| 36207943
See real food and drinks with beautiful, attractive 3D models. Since then, Phuc Long
has easily persuaded customers to order food through these unique 3D images of drinks.
Customers can be more confident when buying food online now; online ordering is
in high demand because people its versatility and economy.
Increasing traffic for advertising campaigns and increasing the daily traffic of
customers will quickly increase Phuc Long tea brand and increase customer retention
by launching beverage discount campaigns according to different promotions. Time
frames such as discounting in the time frame where few people book, thereby
creating a habit of ordering for customers.
Customers sitting at the restaurant can use the App to order and pay right on the App
with e-wallets or bank accounts. This technology experience will satisfy diners
because they no longer have to wait long when they need to order or call staff. There
will be no time pressure in choosing food, minimizing the possibility of customers
having too long a queue to wait to be served inconvenient. This option also proves
effective for freelancers, who often sit in the bar for a long time.
This group often calls once before entering the shop, and it is complicated to call a
second time because they leave their computers and work items on the table, making
them afraid to go. The feature of ordering at the table or suggesting drinks will bring
convenience to this group and help sell more items. In addition, customers who use
online shopping and pick-up services at the shop can save maximum time by simply
buying on the App and visiting the store to pick up in less than 2 minutes. It brings
a better and more convenient experience than Take Away (Cafe to take away). When
using the Take-Away form, customers are still forced to queue - order - pay - wait
for drinks. This process can take as little as 1015 minutes during peak hours, like every weekday morning. 22 lOMoARcPSD| 36207943
Listen to feedback and handle (if needed) right after the customer makes a purchase.
No need for cumbersome procedures such as staff contacting customers via phone
to get feedback; now, Phuc Long's customers can rate the service quality and
preparation quality directly after enjoying the drink. Besides, when asked directly,
many customers will be afraid to answer honestly, but when they can freely respond
on the system, they tend to record and comment more. Phuc Long will pass the
feedback to generalize customers' needs to focus on developing and improving.
Through customer reviews, the leader can partly grasp the branches' service quality and efficiency level.
2.2.3 Leverage social media to share brand stories through gamification.
Using social networks to tell brand stories is one of the ways to increase Phuc Long's
brand awareness, reach new customers and attract a certain number of followers on
social networks. Brand storytelling creates an opportunity to connect with customers
to tell the company's story and how it operates so that the brand will gradually enter
customers' hearts and be remembered longer. According to research, 92% of
consumers want an advertiser to tell a story. Not only do customers want to hear a
story, but most of all, that story must be good, attracting viewers. 55% of people
tend to buy if they like the story that touches the reader's emotions.
Through storytelling, Phuc Long also integrates the gamification feature. This
feature is one of the practical tools to help customers focus more on the story and
also help the company analyze customer behavior such as preferences, habits, Etc.
Initially, Phuc Long will build a ranking list. Customers with high achievements,
role-playing games, rewards, and badges through games related to farming, fruit
slicing, and building the game world the customer wants.
Because the target audience is young people, chibi game graphics and images will
follow a youthful dynamic with gentle sounds, making it easy to attract players to 23 lOMoARcPSD| 36207943
stick around longer. Therefore, the story that Phuc Long wants to tell will be as true
as possible, with realistic photos and videos to increase customer trust. Phuc Long
also told about the store's challenges and how the brand overcame them to reach
more customers. From there, customers will easily sympathize and appreciate the
brand more. These challenges require high interaction. A realistic storyline can
inspire customers and motivate them to create good habits such as helping others,
self-improvement, and never stopping learning for young people.
2.2.4 The benefits of solving these problems: Learn about customer needs
Solve customer-related problems such as long waits, customer feedback
Make Phuc Long's business different from other businesses
Increase brand awareness, increase the relationship between customers and businesses
Create customer engagement through brand storytelling, gamification, AR apps, and other applications. III. Implementation 3.1 Planning 3.1.1 Long-term goals:
Continuing to maintain one of the leading coffee chain brands in Vietnam and
reaching out to the world, improving revenue, profit, job security, and income for employees, specifically:
Striving for the system's payment to increase by more than 30% in 2023 compared to 2022 24 lOMoARcPSD| 36207943
Reduce production costs by 5% in the next three years
Increase the company's market share in the F&B sector by 10%
Increasing brand recognition, continuing to position the brand as a Vietnamese brand
rich in tradition, connecting the quintessence of decades of experience, and
constantly distilling and renewing itself in the transition of time to become The brand
has always been associated with many generations of customers.
Enhancing competitive advantage, the ambition to supply Vietnamese coffee
products is not only in the Asian market but also in competition with other global brands.
Digital transformation of the entire operating process 3.1.2 Short-term goal:
About building capacity of the system: The ultimate goal is to improve the customer
experience and understand who the customer is and what they need:
Over 100,000 downloads with over 1 million user data.
The application is rated 4.8/5, along with many positive comments from many users.
Gradually change the buying behavior of Phuc Long's customers, from buying
offline to online, making the app not only a tool to support a better shopping
experience but also an official selling channel of Phuc Long.
Promote advertising and marketing activities, build a beautiful brand image in the
eyes of customers and launch various campaigns related to the brand to inspire the community:
Increase like, follow social media channels by 5% per month
Increase customer engagement via social media by 5% per month. 25 lOMoAR cPSD| 36207943
80% of customers give positive reviews about the game version of Phuc Long.
Increase the target audience by 2% from August to the end of September 2022.
Resource Estimation: All Resources Needed Human:
Leaders need to have a mindset that accepts digital transformation, emphasizes the
urgency of argument shifting, and simultaneously must create conditions for
employees to work in new ways and encourage behavior change throughout the systems.
Digital transformation core team: Sales + IT team
The entire company's human resources Technology:
VR/AR: VR/AR technology is applied to display electronic menus, experience
drinks online, and see more details about ingredients to make drinks. Vietnamese
people, especially the GenZ generation, are increasingly concerned about the origin
of elements, food safety, nutritional value, and environmental factors of the food and beverages they use. Cloud computing
IoT & Machine Learning: Collecting data from customers' purchasing behavior and
buying habits, thereby quickly drawing loyal user portraits, improving customer
experience, serving research Research, and preparing new drinks to meet customers' needs.
Information security software: Microsoft Enterprise Mobility + Security, SOTI
MobiControl, ManageEngine Mobile Device Manager Plus Finance: 26 lOMoARcPSD| 36207943
Cost of building and developing the app
Investment costs for system operating infrastructure;
Cost of process innovation and training personnel to use and adapt to the new process;
Cost of building a strategy to ensure security and prevent risks to secure data throughout the system 3.2 Implementing 3.2.1 Phase 1:
Before the digital transformation
Currently, digital transformation and the industrial revolution 4.0 are the most
mentioned keywords when scientific and technological achievements are present in
all aspects of social life. The concept of digital transformation has become popular
and spread widely throughout society. According to the 2018 survey, digital
transformation has become a strategy of businesses and organizations in the 4th
industrial revolution. 90% of companies have started the digital transformation, and
30% of them. See digital transformation as a matter of survival. However, it is not
uncommon to misunderstand digital transformation as a "magic wand" that can
instantly change business performance. Some businesses even believe that they can
complete digital transformation by investing money in technology equipment and
training and expect positive results immediately. However, experts said digital
transformation is a process of change, not only in physical infrastructure but also in
consciousness, and should be considered a mode of national development.
In this regard, the role of the leader is crucial. Suppose leaders do not take the lead,
set an example in digital transformation, and use digital tools in management and
administration. In that case, asking the apparatus below to deploy is difficult or 27 lOMoARcPSD| 36207943
impossible. Accordingly, the leadership of Phuc Long should have a correct, deep
and broad view on the issue of digital transformation: digital transformation is a long
process in which it is necessary to change perceptions, first of all own, followed by
employees, workers involved in the production process of the enterprise. Raise
employee requirements when recruiting. Hire only knowledgeable, highly educated,
and tech-savvy resources. Moreover, there is a strong spirit and belief to be ready to
face difficulties and harshness when starting the digital transformation revolution. 3.2.2 Phase 2:
"Doing Digital" - The main goal of applying digital transformation to business
models is to improve customer experience, generally to optimize business models. About resources
Build or integrate a live interview function on Phuc Long's mobile app. Accordingly,
there should be appropriate personality and capacity tests for each position in the
company. May cooperate with third parties such as GROW. From this solution, it is
possible to reduce human resources in the human resource management department to save costs.
It is building a system of high standards and standards in the recruitment process.
Today, enterprises' demand for highly qualified human resources is gradually
increasing, especially in the 4.0 technology era. Moreover, it is becoming an evident
and inevitable need and feebleness progressively. The people of technology will help
the company accelerate its "Towards the future" process. Customer's service:
Defining "Customer-oriented" is the driving force for business development. 28 lOMoAR cPSD| 36207943
They are building a mobile app with features such as VR technology to help
customers see the product from all angles. From the external appearance to the
overall quality inside; integrated map to help customers easily find the way to the
nearest store; online comment box; accumulate points and membership card.
Build tools to analyze search and purchase behavior and post-purchase behavior:
customer reviews and feedback to develop best-selling items and improve products
that fall behind. Policies encourage customers to participate in evaluations of all
aspects of the business: product quality, service, Etc.
Develop a creative department, continuously select and analyze customer behavior,
and predict and think of new creations and menus for the store.
We are actively building a customer care team and using it effectively, having
extensive marketing forms on social networking platforms such as Facebook,
Instagram, and other social media platforms.
I am building the restaurant space toward "Pure Vietnam", bringing a sense of peace,
nostalgia, and a very "Vietnamese" feature.
He is replacing older, dispensing, serving staff with modern robots, stimulating
customers' curiosity, reducing labor costs in the long run, etc. Implementing this
solution may be difficult for customers, with small shops or stores in the less
crowded areas of Phuc Long. So, first of all, Phuc Long should do it at crucial stores,
centers in big cities like District 1, Ho Chi Minh City, and tourist cities like Da Nang,
Nha Trang, and other famous cities.
Build stores according to the "No people" model or "Self-service". It is also an
excellent idea aimed at the curiosity of customers. Several businesses and shops
implement this form, but it's not widespread, only a few. Here, only customers and 29 lOMoAR cPSD| 36207943
robots interact. It will help companies to save a tremendous amount of money on hiring store workers.
Develop strict security policies and mechanisms, protect customer information when
making purchases, feedback, and a mechanism.
Virtually protect information leakage about sales and proprietary product information of the business. Operation process:
I am using machines and equipment to screen raw materials from raw material
preparation to ensure products of uniform quality between shipments, replacing
manual production with machines to achieve high-quality outcomes. The best
quality shortens the product shipping time so that the product is not changed or
degraded during transportation.
Manage inventory by practical techniques such as JIT, Dropshipping, and Consignment,...
Minimize all labor in packaging, printing stamps, and labels. Instead, it is fully automated by machines.
Funding issues and order of priority
According to the above solutions, the cost businesses have to spend the first time
implementing the strategy is considerable, and the company is very likely to suffer
losses in a short period. But as mentioned, digital transformation is a long-term
process, and if there is the correct perception, and a strong spirit to persist in
implementing it, you will receive sweet fruit. Otherwise, you will be eliminated.
Therefore, the essential solutions that businesses must prioritize must be carefully
considered. Accordingly, customer-oriented solutions will have to be implemented 30 lOMoARcPSD| 36207943
first. Specifically, the tool analyzes customer behavior, listens to feedback, and what
customers need to develop their best-selling products from there, reducing the
amount of inventory to increase revenue. Profit to be able to implement the next
solution. Next, building a mobile app to make it easier for customers to shop is urgent
in the current "Shopping at home" era. After the above two solutions, Phuc Long
will likely have a relatively stable number of customers, and the revenue will also
increase because the number of goods sold is increasing. At this time, Phuc Long
needs to pay attention to its production process to achieve uniform quality and
sufficient quantity. To do this, Phuc Long needs to replace the manual production
process with modern machines and equipment from importing and selecting raw
materials until the products are delivered to customers. Regarding the problem of
breaking out and stimulating customers' curiosity, such as building an interactive
shop with robots, Phuc Long should do it on a small scale first, in critical stores in
big cities to collect money. Attract customers to be noticed by the media, thereby
increasing the business's reputation, making the brand more widely known, and
taking that as a premise to develop more exciting service models. 3.3 Risk management
3.3.1 "Inherent" corporate culture:
Although there is a digital transformation strategy, still keeping the traditional
working culture, that strategy does not go anywhere. Old habits such as fear of
change, lack of creativity, and "water to the feet only dance"... will be the knife that
kills the digital transformation process in Phuc Long. 3.3.2 High cost:
As mentioned above, digital transformation in Phuc Long involves various costs.
Investment in technology is not a small investment, including infrastructure, human 31 lOMoARcPSD| 36207943
resources, and technical solutions. The high price and the lack of immediate results
cause many leaders to give up halfway.
There is a shortage of digital transformation human resources, from managers to
experts, engineers, and digital technology workers. Human resources do not have
enough necessary digital skills. 3.3.3 Information leakage:
Information leakage has been a hot topic, an age-old problem for any business.
That requires Phuc Long to have effective user information security policies. IV. Conclusion
4.1. Solution Evaluating 4.1.1 Suitability:
Reviewing the goal at the beginning of the solution our team offered to Phuc Long
was to improve the customer experience and the advantage of a product that is doing
very well. The launch and development of the mobile app version and the game
version on the social network Facebook Phuc Long have partly solved the complex
problem of the inconvenient experience of customers when waiting in line for water
or communication channels, which has not yet been fully utilized. In the long run,
using the app will gradually become a habit of customers at Phuc Long. It makes the
app not only a tool for making purchases at Phuc Long more convenient but also an
Online buying and selling method that exists in parallel with offline selling methods.
This direction is consistent with the implementation of Phuc Long's strategic goals
and the general development trend of the era and the digital age. 32 lOMoARcPSD| 36207943 4.1.2 Feasibility:
Capital: Our team assesses that this is not a big challenge for Phuc Long; they are
not under significant financial pressure. Phuc Long's revenue is from 2,500 thousand
to 3,000 trillion dongs, thanks to the expansion of the network of private stores and
kiosks in the WinMart supermarket system, as well as the diversification of the tea
and coffee product portfolio. From 2016 to 2019, Phuc Long recorded a dizzying
growth. In 2019, this chain brought in 779 billion dongs, a sudden increase of 65%
compared to 2018 and nearly three times higher than 2016. It helped Phuc Long
become the leader in revenue, outperforming much. Other milk tea industry
competitors include Tocotoco, Gong Cha, Koi Cafe, Bobapop or Dingtea, and Sharetea.
Human resources: Some criteria for selecting Phuc Long's staff in general and IT
staff are strict in terms of standards and quality.
They considered that the two factors of human resources and the capital of Phuc
Long could fully meet the process of implementing the digital transformation
solutions that the group mentioned in Section III.
4.2. Solution Controlling
Although expanding the brand about three years ago, when milk tea chains exploded
in Vietnam, Phuc Long has built its foothold. Many people admit that the highlight
of Phuc Long's products is the strong tea flavor, which strongly hits the
"connoisseur" taste of customers and makes that challenged nod their heads. Even
with the milk tea line, Phuc Long's products are greasy. The tea taste is also apparent.
This feature is because Phuc Long is one of the few F&B chains that own the raw
material area right in Thai Nguyen, the famous land of tea in the North. Phuc Long's 33 lOMoAR cPSD| 36207943
strong tea DNA will suit the Vietnamese market, which has a long tradition of enjoying tea.
With a team of professionals and staff with high technical expertise and many years
of experience in the F&B industry, Phuc Long has supplied the Vietnamese market
with a wide range of beverage products (tea and coffee). Quality. Phuc Long's menu
is rich with 63 different milk tea flavors. Young people's favorite tea dishes include
peach, orange lemongrass tea, peach milk tea, pink milk tea, Thiet guan yin tea, Etc.
With coffee-flavored drinks, great drinks, such as caramel coffee, rich milk,
cappuccino, vanilla coffee, mint iced coffee, and other beverages, can be mentioned.
Determining product quality as a top priority, Phuc Long creates a unique feature
when owning a raw material area right in Thai Nguyen, the famous tea land of the
North. Thanks to pure Vietnamese ingredients, they easily research and develop
products suitable for Vietnamese tastes when combining locally sourced ingredients.
They are very dynamic and constantly changing; only the first half of 2021 has new creations such as: -
January 31, 2018: Launching new nutritious Phuc Long Bread with ten layers
offillings filled with fresh ingredients and suitable for most consumers, Phuc Long
bread is evaluated as a bright spot of Phuc Long. -
March 2, 2021: Phuc Long welcomes the new year with "Golden Lotus Milk
Tea"with the sweet taste of traditional Phuc Long Milk Tea combined with soft, salty
cream and rich lotus seed topping. And for coffee lovers, "Golden Lotus Coffee with
Almonds Iced" is an option worth trying, the characteristic mild bitterness of ground
coffee blended with fresh cream embellished with almond topping. Fragrant lotus
seeds and kernels. There are not too many changes, but their slight variation helps
the audience feel spring's lightness. 34 lOMoARcPSD| 36207943 -
June 2021: Phuc Long cools down the summer heat with a fresh and cool cup
of"Fresh Lychee Tea," a combination of Luc Ngan lychee and sweet Hibiscus flower
scent to create a perfect balance. Perfect. It is not a new creation, but it is unique
because Phuc Long has meticulously selected excellent ingredients.
Drinks at Phuc Long are prepared according to the general formula of the whole
system. Phuc Long has invested in all stores and kiosks in the entire system with
modern preparation tools and designed in two different styles: Traditional (filter coffee, latte) and Present.
great (French press, cold brew, pour-over, Aeropress)
Each drink size complies with a fixed quantity: hot size, medium size & large size
are the three sizes Phuc Long uses. Each glass of Phuc Long's water is specified with
its capacity. The capacity remains unchanged even if the customer requests no ice / less ice or more ice.
Because of many years of experience in the industry, Phuc Long has many advanced
programs specializing in employee training and management. During the process of
operation and development, Phuc Long Coffee & Tea's management team and staff,
through generations, have built and nurtured a passion for tea and coffee with the
desire to challenge themselves in the dynamic and innovative service industry.
The team of leadership and branding staff regularly monitor, monitor, and send
leaders to inspect stores and kiosks.
The team's investment, from leaders to employees, is a top priority for the solution
to achieve the highest efficiency. Phuc Long needs to focus and invest a lot of money
in training to bring in talented people to develop and transform the brand in line with the digital age. 35 lOMoARcPSD| 36207943 4.3. ROI
Figure 4.1 Phuc Long's business results over the years 36 lOMoARcPSD| 36207943
Figure 4.2 Revenue and profit after tax of Phuc Long compared to other brands In
2019, this chain earned 779 billion VND in revenue, a sudden increase of 65%
compared to 2018 (473 billion VND) and nearly three times higher than the 2016 37 lOMoARcPSD| 36207943
results (270 billion VND). In previous years, the chain's revenue growth was also at
double digits, reaching 39% and 25%, respectively, in both 2018 and 2017.
The revenue is high, but the net profit of Phuc Long is only a few billion dongs. For
example, in 2019, this beverage chain recorded a net profit of 16 billion VND.
Before that, it was 3.6 billion VND in 2018, 1.8 billion VND in 2018, and 1 billion VND in 2016.
Phuc Long's liabilities also increased year by year. In 2016, Phuc Long owed 113
billion dongs. In 2017, it was 139 billion dongs; in 2018, it was 228 billion dongs,
and by 2019, the debt was 294 billion dongs.
In 2020, Phuc Long's revenue grew only slightly, but profit improved significantly:
up 119% over the same period last year, reaching 35 billion dongs.
According to the latest report of Vietcombank Securities (VCBS) in September
2021, the revenue of the Phuc Long chain after returning home with WinCommerce
is also expected to reach an additional VND 1,750 billion/year. In particular, VCBS
emphasized that Phuc Long's profit margin will improve significantly after
cooperating with Masan. This unit is quite "cool" in M&A, as evidenced by NET
Detergent, VinaCafé Bien Hoa...
It can say that the ability to recover capital in the short term is meager because the
investment capital in machinery and technology is many times higher than the old
capital, so businesses that want to recover money can only recover capital in the long term. 38 lOMoARcPSD| 36207943 REFERENCES
Chuỗi trà & cà phê Phúc Long: Thu khủng nhưng lãi “bèo bọt”. (2022). Retrieved 14 August 2022, from
https://cafebiz.vn/chuoi-tra-ca-phe-phuc-long-thu-
khungnhung-lai-beo-bot-20210129125849395.chn
Phúc Long Coffee & Tea. (2022). Retrieved 14 August 2022, from https://phuclong.com.vn/
Chiến lược 3P đưa Phúc Long từ mảnh đất cao nguyên tới vị trí Big4 ngành trà, cà
phê Việt Nam. (2022). Retrieved 14 August 2022, from https://cafebiz.vn/chienluoc-
3p-dua-phuc-long-tu-manh-dat-cao-nguyen-toi-vi-tri-big4-nganh-tra-ca-pheviet- nam-20210209112644173.chn 39

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