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    The Coffee House Background Story The Coffee House Is A Vietnamese Coffee House Chain. It Was Created in 2014 by Mr. Nguyen Hai Ninh

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    Pham Bao Phuong Tran
    The Coffee House is a Vietnamese coffee house chain founded in 2014 by Mr. Nguyen Hai Ninh. It expanded rapidly to over 100 stores across Vietnam by 2018. The chain focuses on serving customers of all ages through its investments in understanding customer needs and marketing. While it previously partnered with a Taiwanese tea brand, The Coffee House decided to focus solely on its core coffee business. It established its own mobile app in 2016 to help customers order conveniently and increase sales without opening new stores, and the app is now downloaded over 100,000 times.

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    The Coffee House Background Story The Coffee House Is A Vietnamese Coffee House Chain. It Was Created in 2014 by Mr. Nguyen Hai Ninh

    Uploaded by

    Pham Bao Phuong Tran
    251 views3 pages
    The Coffee House is a Vietnamese coffee house chain founded in 2014 by Mr. Nguyen Hai Ninh. It expanded rapidly to over 100 stores across Vietnam by 2018. The chain focuses on serving customers of all ages through its investments in understanding customer needs and marketing. While it previously partnered with a Taiwanese tea brand, The Coffee House decided to focus solely on its core coffee business. It established its own mobile app in 2016 to help customers order conveniently and increase sales without opening new stores, and the app is now downloaded over 100,000 times.

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    THE COFFEE HOUSE

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    The Coffee House is a Vietnamese coffee house chain founded in 2014 by Mr. Nguyen Hai Ninh. It expanded rapidly to over 100 stores across Vietnam by 2018. The chain focuses on serving customers of all ages through its investments in understanding customer needs and marketing. While it previously partnered with a Taiwanese tea brand, The Coffee House decided to focus solely on its core coffee business. It established its own mobile app in 2016 to help customers order conveniently and increase sales without opening new stores, and the app is now downloaded over 100,000 times.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    251 views3 pages

    The Coffee House Background Story The Coffee House Is A Vietnamese Coffee House Chain. It Was Created in 2014 by Mr. Nguyen Hai Ninh

    Uploaded by

    Pham Bao Phuong Tran
    The Coffee House is a Vietnamese coffee house chain founded in 2014 by Mr. Nguyen Hai Ninh. It expanded rapidly to over 100 stores across Vietnam by 2018. The chain focuses on serving customers of all ages through its investments in understanding customer needs and marketing. While it previously partnered with a Taiwanese tea brand, The Coffee House decided to focus solely on its core coffee business. It established its own mobile app in 2016 to help customers order conveniently and increase sales without opening new stores, and the app is now downloaded over 100,000 times.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 3

    1

    THE COFFEE HOUSE

    BACKGROUND STORY

    The Coffee House is a Vietnamese coffee house chain. It was created in 2014 by Mr. Nguyen Hai Ninh
    (who is the founder of two coffee chains Urban Station and The Coffee House). The coffee house,
    considered an upgraded version of Urban Station, expands 20 stores in just one year, located in
    noticeable locations on major roads in Ho Chi Minh City and Hanoi. It is also considered to be one of the
    most formidable opponents in the battle against other famous beverage shops such as Starbucks,
    Highlands Coffee, Trung Nguyen Coffee,… In March 2018, the chain has more than 100 stores across
    Vietnam that serve 40000 clients a day. The CEO Nguyen Hai Ninh announced that the company intends
    to open 200 more branches in 2020.

    https://vietblend.vn/kinh-nghiem-mo-quan-cafe-nhin-tu-thanh-cong-cua-the-coffee-house/

    https://en.wikipedia.org/wiki/The_Coffee_House_(coffeehouse_chain)

    EXTERNAL BUSINESS

    In the year of 2017, Taiwan's Ten Ren's Tea milk tea brand is present in Vietnam through the Vietnam
    Tea - Coffee Trade and Services Company, which also owns the coffee chain The Coffee House. However,
    in response to the great expectations of Ten Ren's investors, after two years of operation, they stopped
    the chain business due to the fact that the current business model is not suitable for customer needs.
    "The Coffee House decided to stop and focus on the main business", Mr. Vo Duy Phu - The Coffee
    House's marketing director - asserted to Forbes Vietnam. The main business that Mr. Phu mentioned is
    the coffee shop chain The Coffee House. They will focus on this key business segment, drastically
    improving products - services - experiences as well as systems and technologies for customers.

    https://www.phache.com.vn/mo-quan/5-nguyen-nhan-that-bai-cua-tra-sua-ten-ren-243.html

    https://brands.vn/ten-ren-roi-khoi-thi-truong-viet-nam-that-bai-la-tu-dau/
    2

    TARGET AUDIENCE

    The undertaking of the brand involves four elements: sincere, caring, creative and brave. With a brand
    that knows what its customers want, understands what they need, customers can still sit in a luxurious,
    Western-style space, but drinks are completely affordable. Because of its investment, customer
    understanding and marketing campaigns, The Coffee House has targeted customers of all ages. That is
    how The Coffee House builds trust between consumers and the company.

    https://www.cukcuk.vn/3997/hoc-duoc-gi-tu-chien-luoc-marketing-cua-2-ong-lon-nganh-cafe/

    https://www.thecoffeehouse.com/pages/cau-chuyen-thuong-hieu
    3

    APPLICATION

    Instead of like other beverage stores have to depend on other delivery applications such as Now,
    Baemin, Grab Food,… it established its own application. When launching the app, The Coffee House
    wants to help customers place orders more conveniently, record online and offline transactions as well
    as optimize their delivery process. From there, brands can increase sales without opening more stores.
    This was a reckless decision considering the customer behavior of the Vietnamese market at that time
    (in 2016) - very few people purchased or ordered through the application. After more than 2 years, The
    Coffee House application has been downloaded more than 100,000 times and received positive
    feedback from users.

    https://www.brandsvietnam.com/congdong/topic/22637-Hoc-duoc-gi-tu-cach-The-Coffee-House-lam-
    app-Ky-1

    https://teraapp.net/blog/the-coffee-house-da-thanh-cong-nho-ap-dung-ung-dung-di-dong-trong-kinh-
    doanh-nhu-the-nao

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