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BUSINESS
COMMUNICATION
GROUP 1
CASE STUDY OF HIGHLANDS COFFEE
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Trần Ngọc Hà Anh
Nguyễn Phương Uyên
Đặng Thu Trang
Phạm Thùy Linh


TABLE OF
CONTENTS

01
03

Company
Overview
About
Highlands

Problem 2
Miscommunication

between staff members
and a foreign customer

02
04

Problem 1

“A bottle of water = 60
minutes sitting at the
store”

Conclusio
n
Lessons can be

learned from the case
study 


01

COMPANY
OVERVIEW
About Highlands Coffee


About
Highlands
Coffee

In 1999, the Highlands Coffee brand was
born with the spirit of traditional and modern
coffee.
Up to now, Highlands Coffee has more than
350 coffee shops across the country.


02

PROBLEM 01
“A bottle of water = 60
minutes sitting at the
store”


Reasons to study the situation
- The lack of communication
between head managers and
branches lead to serious
consequences.
- How business corrects the
unverified information speared on
the social media is important.


Using an
The reasons for the situation 

The wrong process of
business

communication
When this “60 minutes
rule” had been made,
there must have not
been a kind of receipt or
contract to confirm the
terms of an agreement.

The ineffective use of
means of
communication
A significant problem
caused by the
shortcoming of
persuasion technique
and the lack of skillful
training of the staff.

adjustment
message
unsuccessfully
In this case, Highland
Coffee fail to use an
adjustment message since
they did not approve their
customer’s claim.


Consequences
Numerous articles were

posted on this topic and the
hashtag #tẩy_chay_highlands
spread like wildfire with
hundreds of posts and shares.
The scandal gives Highlands
Coffee's competitors an
opportunity to surpass.


Solution
THE STAFF TEAM

THE MANAGER TEAM
● Take up training days for
staff before they get started
working.
● Make plans to respond if this
situation happens

“Design-Thinking”
Method:
1

Empathy

Define

2

● Prepare basic knowledge

carefully before serving
customers
● Update information for the
customers they will serve on
their own initiative

3
Ideate

Prototype

Test


03

PROBLEM 02
Miscommunication between the
staff members and a foreign
customer


Reason to study the
situation

Cultural awareness is the key to
global business
Provide a solid basis for the
success or failure of
communication

Respond quickly and
appreciate the values,
customs and beliefs of other
cultures


YOUR
LOGO

 Reasons for
the situation


The language
barrier in a
multicultural
environment
It is a major difficulty that the
staff face when communicating
with foreign customers as not all
countries in the world use the
same language for their business
operations.


Low-context and high-context
cultures differences 
Low-context
(The foreign customer)

High-context
(The staff)

Logical,
analytical, and
action-oriented.

More intuitive and
contemplative

Depend little on the
context of the
situation

Depend on physical
and social settings
Leave much unsaid 
Use body language,
facial expression,
and voice inflection
instead

Explicit, objective
and efficient


Negative
The lack of feedback
language skills, as
well as the conservation of

Highland Coffee services to
protect their brands.

Consequence
s
Customer’s
The
anger and disappointment of the
attitude
foreign customer for not being
understood to get the
information needed. 


Solution
Respond complaint
emails

Upskilling to all
employees

Provide the staff with
courses on languages
and global cultures


04

CONCLUSION

Delivering great customers
experience

LESSONS FROM
THE FIRST CASE

The flows of information

Communicating better between staff and
customers 


Cross-cultural communication

LESSONS FROM
THE SECOND
CASE

Cross-cultural negotiation &
conflict management tactics

Develop a global mindset
and cultural awareness


Thank you
for listening!