MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS AND BUSINESS
INTERNATIONAL MARKETING STRATEGY REPORT Topic:
Internatonal Marketng Strategy Plan for C ng ộ
Caphe Exportng to the Philippines
Organizaton name: Cộng Caphe
Lecturer/ Instructor: Mr. Ngô Văn Bình
Class_Student code: MK302DE01 - 0100 Group 3: Members name Student code Nguyễễn Th Thanh Ngân ị 2160447 Hôồ Trung Hiễếu 2192014 Nguyễễn Hôồng Ph ng Khanh ươ 22014738 Trâồn L ng Anh Khoa ươ 2199062 Trâồn Minh Tiễến 2193358 Hôồ Minh Thi 2180803 Nguyễễn Hoàng Tình 2194302 Semester 2133
MINISTRY OF EDUCATION & TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS AND BUSINESS
INTERNATIONAL MARKETING STRATEGY REPORT Topic:
Internatonal Marketng Strategy Plan for C ng ộ
Caphe Exportng to the Philippines
Organizaton name: Cộng Caphe
Lecturer/ Instructor: Mr. Ngô Văn Bình
Class_Student code: MK302DE01 - 0100 Group 3: Members name Student code Nguyễễn Th Thanh Ngân ị 2160447 Hôồ Trung Hiễếu 2192014 Nguyễễn Hôồng Ph ng Khanh ươ 22014738 Trâồn L ng Anh Khoa ươ 2199062 Trâồn Minh Tiễến 2193358 Hôồ Minh Thi 2180803 Nguyễễn Hoàng Tình 2194302 Semester 2133 1 HOA SEN UNIVERSITY FINAL PROJECT
FACULTY OF ECONOMICS & BUSINESS
Semester …… - Year …………. _________ FINAL PROJECT
Course: INTERNATIONAL MARKETING
Duration: …………. Team member evaluation Percent Student code Name Note complete 2192014 Hôồ Trung Hiễếu 100% 22014738 Nguyễễn Hôồng Ph ng Khanh ươ 100% 2199062 Trâồn L ng Anh Khoa ươ 100% 2160447 Nguyễễn Th Thanh Ngân ị 100% 2180803 Hôồ Minh Thi 100% 2193358 Trâồn Minh Tiễến 100% 2194302 Nguyễễn Hoàng Tình 100% i TABLE OF CONTENTS
TABLE OF CONTENTS OF IMAGES.................................................................................iii
TABLE OF CONTENTS OF TABLE.....................................................................................v
INTRODUCTION............................................................................................................ vi
PART 1: EXECUTIVE SUMMARY.....................................................................................1
1. Key success:.........................................................................................................1
2. Key problem:.......................................................................................................1
PART 2: INTERNATIONAL MARKETING ANALYSIS...........................................................3
1. SWOT:................................................................................................................. 3
1.1 Strength:........................................................................................................... 3
1.2 Weaknesses:.....................................................................................................4
1.3 Opportunities:..................................................................................................4
1.4 Threats:.............................................................................................................4
2. PESTLE:................................................................................................................ 5
2.1 Political:............................................................................................................ 5
2.2 Economic:.........................................................................................................5
2.3 Sociocultural:....................................................................................................6
2.4 Technological:...................................................................................................6
2.5 Legal:................................................................................................................6
2.6 Environmental..................................................................................................6
2.7 PESTLE analysis summary.................................................................................6
3. Marketing Mix:....................................................................................................7
3.1 8Ps in Vietnam:.................................................................................................7
3.2 8Ps in Philippines:...........................................................................................13
PART 3: MARKET ENTRY STRATEGY...............................................................................1 ii
1. Research on factors affecting the choice of coffee brand of customers in the
Philippines market:....................................................................................................1
1.1 Build scale:........................................................................................................ 1
1.2 Cong Cafe's form of entering the Philippines market:......................................1
PART 4: INTERNATIONAL MARKETING OBJECTIVES.......................................................3
1. Market share and Sales volumes objectives........................................................3
2. Brand objectives..................................................................................................4
2.1 Brand awareness..............................................................................................4
2.2 Unique Selling Point:........................................................................................5
2.3 Brand association/ Images:...............................................................................5
PART 5: INTERNATIONAL MARKETING STRATEGY..........................................................6
1. Product strategy: Standardization + Adaptation.................................................6
2. Packaging, Designing in store..............................................................................7
3. Merchandising....................................................................................................2
4. Category Management........................................................................................2
5. Brand strategies..................................................................................................8
5.1 Differentiation..................................................................................................9
5.2 Identity.............................................................................................................9
5.3 Services............................................................................................................. 9
6. Distribution Strategies.........................................................................................9
6.1 Distribution Store Objectives:...........................................................................9
6.2 Distribution cost objectives:...........................................................................10
7. Communication strategies................................................................................12
7.1 Analysis of communication process:...............................................................12
PART 6: CONCLUSION..................................................................................................20
REFERENCE.................................................................................................................. 21 iii
TABLE OF CONTENTS OF IMAGES
Figure 1 – Leading cafes in the Philippines in 2020, by sales.........................................6
Figure 2 – Products........................................................................................................ 8
Figure 3 – Products........................................................................................................ 8
Figure 4 – Products........................................................................................................ 9
Figure 5 – Place.............................................................................................................9
Figure 6 – Buy 5 get 1 for C+ instant coffee.................................................................10
Figure 7 – Employees of Cộng Caphe..........................................................................11
Figure 8 – Philosophy..................................................................................................12
Figure 9 – Philosophy..................................................................................................13
Figure 10 – Physical Evidence......................................................................................16
Figure 11 – Physical Evidence......................................................................................16
Figure 12 – Physical Evidence......................................................................................16
Figure 13 – Physical Evidence......................................................................................16
Figure 14 – Physical Evidence........................................................................................2
Figure 15 – Brand logo..................................................................................................5
Figure 16 – Product strategy.........................................................................................6
Figure 17 – Designing in store.......................................................................................2
Figure 18 – Designing in store.......................................................................................2
Figure 20 – Combo Lunch.............................................................................................2
Figure 21 – Outer display of “C ng ộ
”.............................................................................3
Figure 22 – The story title tells the story of the formation of “C ng
ộ ”..........................3
Figure 23 – The menu of dishes starts with Special......................................................4
Figure 24 – Vietnamese coffee Menu............................................................................4
Figure 25 – Smoothies Menu........................................................................................4
Figure 26 – Local drinks Menu......................................................................................5 iv
Figure 27 – Tea Menu....................................................................................................5
Figure 28 – Fruit juice Menu.........................................................................................5
Figure 29 – Yogurt Menu...............................................................................................6
Figure 30 – Topping Menu.............................................................................................6
Figure 31 – Snack Menu................................................................................................6
Figure 32 – Recruitment directory................................................................................7
Figure 33 – The store catalog shows the full range of Cong stores around the world...7
Figure 34 – The Contacts list shows the full contact information as well as the address
of each store.................................................................................................................8
Figure 35 – Brand strategies..........................................................................................8
Figure 36 – Makati-Central Business District...............................................................11
Figure 37 – Avenida.....................................................................................................11 v
TABLE OF CONTENTS OF TABLE
Table 1 – Table - SWOT Analysis....................................................................................3
Table 2 – Marketing mix................................................................................................7
Table 3 – Strategy........................................................................................................13
Table 4 – Stage 1: Set ads on Facebook.......................................................................15
Table 5 – Step 2: List of KOLS.......................................................................................16
Table 6 – Step 2: Set ads on Facebook.........................................................................17
Table 7 – Step 3: Set ads on Facebook.........................................................................18
Table 8 – Step 3: Budget..............................................................................................19
Table 9 – Step 3: Estimated cost..................................................................................19
Table 10 – Step 3: Total...............................................................................................19 vi INTRODUCTION About C ng Caphe ộ The story of C ng Caphe ộ
begins in 2007. Start with a small refreshment shop on Tri u ệ Vi
ệ t Vươ ng street – Hà Nộ i. Inspiration from the frst leter of “C ng ộ Hòa Xã H i ộ Chủ Nghĩa Vi t ệ Nam”. C ng
ộ Caphe wants to bring knowledge and experience of nostalgia
space to customers, and expand to other countries. vii viii
PART 1: EXECUTIVE SUMMARY 1. Key success: Mission: At C ng ộ
Caphe we sell "national nostalgia", "new experiences and a Vietnamese living space". Strategy:
 Building a model to maintain the typical identity of the Communists: army
green coffee shop, subsidy period scene. By maintaining a timeless design,
peacock duvet covers are tied to two old benches as cushions, wooden windows, light bulbs, etc.
 Promoting and giving customers the idea of a lifestyle of "nostalgia does not
need to be quiet but can appear anywhere" through diverse locations. From
busy facades to quiet, corner streets.
 Menu with new dishes, ingredients with national characteristics: green beans,
coconut milk, ... to familiar dishes with a subsidized generation: shrimp
noodles, bread dipped in milk, ...
 Take advantage of the international buzz in Korea to introduce the specialty drink "Coconut Coffee"
 Get to know Filipino preferences by researching pods coffee drinks
 "Commercial stalls" selling vintage souvenirs such as canvas shoes, rubber
shoes, enamelware, porcelain tea sets; to modern products with brand colors such as fashion T-shirts, … 2. Key problem:
The frst is to educate the market to accept new coffee. We need to research
the market size of the Philippines, which coffee company holds the largest market
share. Cộ ng's difculty is how to join the fast and go coffee system in the Philippines 1
because the Philippines has a strong American coffee culture, the most popular are
Starbucks and Dunkin Donuts, The Coffee Bean. These 3 coffee companies in Vietnam
do not account for the top sales, but in the Philippines, they do. This reflects a very
different coffee culture. That's why the biggest challenge is to educate customers and
let customers understand why they should choose C ng Caphe. ộ
Next is the raw material area and quality assurance. Coffee requires very high
preservation at temperature and humidity, if it cannot be transported, it will be very damaged.
Besides, the scarce supply of high quality is also a notable challenge, the
number of good quality farms is not much, and the coffee trees on barren land
combined with climate change may cause a shortage of domestic supply affecting the stability of exported coffee.
The training of human resources to both understand the Vietnamese coffee
culture and the unique qualities of C ng
ộ Caphe to be able to manage the store well,
enough knowledge to market to atract local customers. 2
PART 2: INTERNATIONAL MARKETING ANALYSIS 1. SWOT:
Table 1 – Table - SWOT Analysis Strength Weakness
The design space is bold in Vietnam
Cost increases with some sources of raw during the subsidy period.
materials imported into the Philippines.
Unique drinks with Vietnamese flavor.
Some equipment has difculty in
transporting to foreign countries.
Having experience in bringing brands
to other countries such as Korea,
Difculty in fnding human resources and Malaysia.
training local employees to understand Vietnamese culture.
It takes a long time to complete the paperwork. Opportunites Threat
The Philippines is one of the world's
Must change the drink to be in harmony largest coffee consumers.
with the local culture but still preserve the cultural identity of Vietnam.
Young Filipinos like coffee a lot.
Face many competitors both inside and
There are programs of the Department outside the host country.
of Trade Promotion between Vietnam and the Philippines to create
Filipinos prefer to enjoy coffee at home
opportunities for trade with each
rather than at a coffee shop after covid-19 other. had happened. 3 1.1 Strength:
Design of the shop: Using the main color is the green of the Vietnamese army
and images of the 60s and 70s during the war. When coming to the restaurant,
customers will feel the time when Vietnam subsidizes. With the combination of signs,
tables and chairs, decor made of wooden materials such as old colored ceramics will
make foreign customers feel excited and overwhelmed in the new space, bold Vietnamese culture.
Unique drinks with bold Vietnamese flavor: There are new and unique drinks
such as nau da (ice milk coffee), den nong (hot black), and sua sour (yogurt coffee) or
cot dua (frozen coconut). Processed from Vietnamese equipment and techniques. 1.2 Weaknesses:
Distribution channel: Cost increases with some sources of raw materials imported into the Philippines.
Source of raw materials: Some equipment has difculty in transporting to foreign countries.
Human Resources: Difculty in fnding human resources and training local
employees to understand Vietnamese culture.
Law: It takes a long time to complete the paperwork. The law has many
differences between Vietnamese and foreign laws. 1.3 Opportunites:
The Philippines is one of the world's largest coffee consumers.
People love black coffee, not only old people but also young people like to drink
black coffee. Compared to other ASEAN countries, Filipinos rarely drink tea and have a preference for coffee.
There are programs of the Department of Trade Promotion between Vietnam
and the Philippines to create opportunities for trade with each other. 4 1.4 Threats:
Must change the drink to be in harmony with the local culture but still preserve
the cultural identity of Vietnam. Besides, it is necessary to adjust the menu according
to the weather and temperature in the host country.
Face many competitors both inside and outside the host country. The
Philippines is currently developing Arabica coffee as a specialty from different regions of the island of Mindanao.
After the Covid pandemic, Filipinos prefer to enjoy coffee at home rather than at a coffee shop. 2. PESTLE: 2.1 Politcal:
The Philippines is currently planning to stabilize its economy. The country's
foreign policy has created many advantages for businesses. 2.2 Economic:
The national economy of the Philippines is 36th largest in the world, 13th in
Asia, and ffth in Southeast Asia. According to estimates, GDP (nominal) in 2019 is 356,814 million USD. 5 2.3 Sociocultural:
Figure 1 – Leading cafes in the Philippines in 2020, by sales
Through the above statistics, we can see that Filipinos are quite fond of coffee. 2.4 Technological:
The Philippine Coffee Industry Roadmap (2017 - 2022) has been developed and
approved to implement various programs related to the coffee market. Update the
latest techniques to increase the Philippine coffee market share at home and abroad. 2.5 Legal:
The tax is equivalent to a uniform rate of 12%, based on the gross selling price
of goods or properties sold, or gross receipts from the sale of services. 2.6 Environmental
The climate and geography of Southeast Asia are ideal for coffee farming. The
Philippines is determined to revive its coffee industry to target niche markets and
serve the growing domestic demand for specialty coffees. 6
2.7 PESTLE analysis summary
In the Philippines, the growth of coffee shops is seen as potential for business
and investment. Many multinationals like Starbucks, Seatle's Best, The Coffee Bean
& Tea Leaf, Gloria Jean's, and UCC Coffee really dominate the high-quality coffee
market. Compared to other ASEAN countries, Filipinos rarely drink tea and have a preference for coffee. 3. Marketng Mix:
Table 2 – Marketng mix 8Ps
Internatonal Marketng Orientaton Product Adaptation Price Adaptation Place Adaptation Promoton Adaptation Process Standardization Physical Evidence Standardization Philosophy Adaptation People Adaptation 7 3.1 8Ps in Vietnam: ● Product C ng ộ
Caphe offers customers many signature drinks like Coconut Milk W.
Coffee, Coconut Milk W. Cacao,... C ng
ộ Caphe also has product lines like: Tea, Yogurt,
smoothie, western-style coffee, juice, freeze and snacks.
We put drinks in a glass cup or retro cup to give customers the vibe of nostalgia.
In some dishes we decorate the star symbol like the Vietnam flag.
In the menu we use both Vietnamese and English languages, and we use the old
Vietnamese font with green army color. Figure 2 – Products Figure 3 – Products 8 Figure 4 – Products ● Price C ng
ộ Caphe menu has a price range from 30,000-70,000 vnđ, this is a medium
price stage in the F&B market. This price is affordable for middle class customers. ● Place Figure 5 – Place 9
Concentrated in busy cities of Vietnam such as Hanoi and Saigon. With a
beautiful location and eye-catching layout, Cong has long made many young people
as well as tourists curious and admiring every time they see it. ● Promoton: C ng ộ
Coffee has many promotions programs like: send gifts to customers and
create loyalty cards for order 100.000 vnđ, buy 2 get 1 for customers taking pictures
and check-in at coffee shop, discounts 20% for new drinks, 70% order through Grabfood, …
Figure 6 – Buy 5 get 1 for C+ instant coffee ● People
People have an important role in service delivery, they are relied upon to deliver
and maintain transactional marketing and people play an important part in the
customer relationship. For those who have experienced the service at C ng ộ Caphe, 10