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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”

Conclusion
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.


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.

Using an 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

Explicit, objective and
efficient

Leave much unsaid 
Use body language, facial
expression, and voice
inflection instead


Negative feedback

The lack of language skills, as well as the
conservation of Highland Coffee services
to protect their brands.

Consequences

Customer’s attitude
The anger and disappointment of the 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!