ANALYZING THE MARKETING STRATEGIES OF FOUR SPRINGS TEA HOUSE

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INTERNSHIP REPORT
Title:

ANALYZING THE MARKETING STRATEGIES OF FOUR SPRINGS
TEA HOUSE
Last name: PHAM
First name: Yen Van
Class : CN15 – MARKETING DISTRIBUTION Academic
year: 2018 – 2021
Manager tutor’s last name: LUU HONG DANG
University tutor’s last name: CAO TUAN KHANH

HA NOI - 2021


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GUARANTEE
I hereby declare that this thesis is my own independent scientific work. The data
and documents mentioned in the thesis have clear origins and are cited in accordance with
regulations. The research results in the thesis are researched and analyzed by myself,
honestly, objectively and in accordance with reality. These results have not been
published in any studies by other authors.

Ha Noi, 1st June 2021

Author
Pham Yen Van


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ACKNOWLEDGEMENT
The success and final outcome of this internship required a lot of guidance and support from
many people and I am extremely honored to have been able to carry out all these projects. All
I did was just for supervision and support and I won't forget to thank them.
I am very appreciative and thankful for the project guidance of Mr. Cao Tuan Khanh of the
University of Commerce for his interest in my work progress until the completion of the
internship.
I will not forget to remember Ms. Bui Viet Thu - the homeroom teacher who encouraged and
helped me until I finished the internship.
I am grateful and fortunate to have the constant encouragement, support and guidance from
all the faculty members of the university of Rouen Normandie University who have helped us
complete our course.
Thank you to everyone who helped directly and indirectly to complete this internship.


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Contents

LIST OF ABBREVIATIONS
F&B: Food and Baverage

LIST OF TABLES, FIGURES, DIAGRAM, IMAGES

Figure 1.1: Total revenue of Four Springs Tea House in 2019, 2020 and first 6 months 2021
Figure 2.1: Customers' satisfaction on the services
Figure 2.2: Survey of customers' occupation Four Springs Tea House
Figure 2.3: Customer's favorite type of tea in Four Springs Tea House
Figure 2.4: Why customers know about Four Springs Tea House
Diagram 1.1: Four Springs Tea House operating organizational diagram
Diagram 2.5: 3 main type of tea in Four Springs Tea House
Diagram 2.6: Evaluate the difference of product flavor of Four Springs Tea House
compared to other brands
Table 1.1: My internship plan at Tea house
Images 2.1: The space inside the Four Springs Tea House
Image 2.2: Promotional programs of Four Springs Tea House on the delivery apps May/2021

INTRODUCTION

Four Springs Tea House is the main character in this study. By studying Four Springs Tea
House 's Marketing strategies - Simple and optimal, we will see the process and results to


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position a successful brand in a time when the industry market is gradually becoming
saturated, causing difficult for trainees and other competitors, but it also comes with
opportunities for excellent actors, as well as learning and growth opportunities for everyone.

This study was developed because besides the classic marketing methods such as discounts,
promotions, etc., it does not bring great advantages in the long run for the brand as well as
investors. Furthermore, detailed research on a corporate brand in the industry will help one

learn about the strengths and weaknesses and find opportunities for the business as well as the
industry market in general.

This study will analyze data from different sources since the law, online statistical data,
statistical data from enterprises, distributors, etc. since the beginning of business until now
(1/2019-6/2021).

PART 1. OVERVIEW OF FOUR SPRINGS TEA HOUSE AND MY INTERNSHIP
1.1 Introduction of Four Springs Tea House
Full Name

Four Springs Tea House

Slogan

The taste of nature

Director

Mr. Luu Hong Dang

Date of creation

01/2019

Location

No. 9 Hoang Cau street, O Cho Dua district, Ha Noi

Branches

1

Employees

25

Contact

E-mail:
Tel: 02433685959

Type of company

Family – owned company

Four Springs Tea House - Is a Vietnamese brand in F&B industry. Providing premium tea
drinks and professional service quality, customers can study, work, hold in-store meetings or


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to learn and enjoy delicious flavored tea products by professionally prepared. Slogan carries
the message that wants to convey to customers: "The taste of nature"
Four Springs Tea House follows the direction of minimalism and nature-friendly. This shows
the marketing strategy of Four Springs Tea House - simple and optimal, is extremely suitable
for the built business model, making an unique impression on customers.

 Geographical location
Four Springs Tea House is located on Hoang Cau Street, a major road in one of the central

areas of Hanoi, with a large number of people passing through and many residential and
office areas around. around. This is consistent with the model that Tea Shop built minimalism, aim at working people who need a quiet space or families who need to find a
relaxing place to enjoy drinks near their house.
 Main products
The main products are teas including: Original tea, milk tea, fruit tea and some cakes. With
only a small number of products but diverse categories, customers can easily choose the right
beverage product according to their needs.
With the goal of giving customers the best experience, Four Springs Tea House currently has
only one establishment, to focus on investing in product quality, service quality, as well as
space, wifi network or toilet area are all met according to strict standards to bring satisfaction
to customers.
 Business performance
Starting from January 2019, the steady growth in revenue is a testament to the success in
brand positioning for customers of Four Springs Tea House


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REVENUE in 20192021
3,500,000,000
3,000,000,000

3 ,264,231,500
2 ,858,829,900

2,500,000,000
2,000,000,000
1,500,000,000

1 ,140,500,686

1,000,000,000
500,000,000
2019

2020

first 6 months /2021

REVENUE

Figure 1.1: Total revenue of Four Springs Tea House in 2019, 2020 and first 6 months
2021
1.2. Introduction of my project
1.2.1 Reasons for choosing the topic
With the development of society and the needs of business people and customers, Marketing
has become an important and indispensable element in any business activity. Therefore,
having a reasonable marketing strategy becomes an extremely important factor to help
businesses or brands stand firm in the industry market. So that F&B industry is extremely
developing in Vietnam in recent years
Four Springs Tea House has reasonable marketing strategies to survive and grow revenue.
The core factor that Four Springs Tea House focuses on are Customer and Product Quality.
Tea House has had marketing programs to promote two main purposes and bringing
satisfaction to customers. However, with very strong competition in the industry, Four
Springs Tea House also have some relatively large challenges in the process of development
and integration while their financial and potential are still relatively large.
Therefore, I decided to choose the topic "Analyzing the marketing strategies of Four Springs
Tea House", from which to draw out the strengths and weaknesses of the program, and make
some suggestions to develop marketing of this establishment

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1.2.2 Internship position
-

My internship position at the company: Marketing Excutive

-

Internship position: I worked in Marketing department, responsible for introducing, building
and developing marketing programs about the brand and its products(premium tea drinks).
There are 2 main staff in this department.
Diagram 1.1: Four Springs Tea House operating organizational diagram

Board of
manager

Management

Marketing
department

Marketing
Manager -Mr.
Luu Hong Dang

Accouting
department

IT department

Software sales

OP department

CCTV

Khối cửa hàng

Store manager

Staf

Me -intern

(Source: personnel department)
-

Internship instructor: Marketing manager - Mr. Luu Hong Dang - who has 8 years of
experience in the media and advertising industry. With his enthusiatic help and support
during my internship, I have general information on the structure of the company as well as
gaining more knowledge on the operation of the tea house.
1.2.3 My position responsibilities at the company
 Get used to working environment
 Doing the reall marketing activities including


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-

Operating Marketing programs and strategies with other departments

-

Update news and trends of the market

-

Administration and development of social networking channels

-

Interact with customers; always responding and supporting the needs of customers

-

Propose ideas for brand and product marketing strategies; building, developing and
improving the content of effective marketing programs

-

Connect and solve problems quickly and professionally

-

Respond and report back on the results of marketing-related programs/issues

-

Research the market, analyze competitors and their strategies
 Conduct a surver on customers’ opinion
In order to understand more about the demand and the satisfaction of the customers on the
services of the tea house, I and my tutor in the company decided to carry out a survey on the
customers who have used the serices of the company.
Participants :
I intended to survey customers who have used the services of the shop.I planned to collect
150 customers in 1 month (1/4/2021 – 1/5/2021)
In fact, we only collected 121 right response due to the covid 19 and social distance
Method of the survey: indirect method.
We decided to use the google via the wifi system of the shop to collect the questionnaires.
Customers can decide to do the survey or refuse to do it when they access the internet
network.
Because the social distance in covid 19 , the number of customers coming to our shop was not
many so we only collected 121 right responses. All the data has been analysed according to
the factor affecting marketing activities of the shop.
 Support for the Board of Managers in company management
Besides my main tasks above, I also support the board of managements on the development
and operation of Marketing programs to distribute products professionally.
1.2.4 My main aims during the internship

-

Expand brand popularity increases customer base and give the brand the opportunity to
cooperate with appropriate partners


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-

Provide brand and product information to customers: Brand of high-end tea products,
professional services, providing space to work/meet ...

-

Increase revenue for the company through the development of Marketing programs to
increase product distribution in the market

-

Demonstrating the professionalism of the brand
1.3. My internship plan
Table 1.1: My internship plan at Tea house
Date
Week 1 – 4

Week 5 - 8

Task / Mission

Outcome

Get acquainted, learn about the Knowledge on the activities
company, learn about the parts and and main products of the tea
how the company operates
house and its operation
Knowledge on the business
Learn about business environment, environment, the project

overview
projects of the organization
Analyse the SWOT matrix,

SWOT matrix,

Week 9 - 12

Doing Survey

A questionnaires

Week 12 - 16

Analysis of the results obtained

Data analysis and report

PART 2: FACTORS AFECTING MARKETING ACTIVITIES OF FOUR SPRINGS
TEA HOUSE

The marketing strategy of Four Springs Tea House revolves around the main theme:
Optimization. Tea House optimizes everything in operation: Simplify menu, store space, use
of materials and store operations. This is especially true when most of the beverage shops
want to have a lot of products or programs to attract customers, but Four Springs Tea House
does the opposite, and it completely suitable.


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2.1 . Analysis of the environment
2.1.1 Macro-environment
2.1.1.1 Political situation
Government policies include trade policies, tax policies, competition regulation policies, etc.
These policies are both a challenge and an opportunity for the F&B industry in Vietnam,
when traders and investors both have to be aware of the right changes in business strategy
Trade agreements such as EVFTA and CPTPP have opened up many opportunities, increased
the amount of foreign investment capital as well as international integration, helping the
situation of the F&B industry in Vietnam more and more opportunities for development.
2.1.1.2 Economic condition
In recent years, F&B industry has been assessed as one of the industries with the most
potential for breakthrough and long-term development today. Business activities of the
industry are extremely vibrant, up to 540000 restaurants; revenue in 2019 reached 200 billion
USD, although the Covid-19 pandemic had a great impact on the business situation of the
industry in particular and the entire economy in general.
2.1.1.3 Social factors
Along with the strong development of society, the needs in human life also increase.
Customers not only choose food and drink products, but also come with other requirements.
Therefore, F&B of a brand gradually becomes one of the evaluation standards for restaurants,
hotels, ... of customers mind. Good service will build a beautiful image for the brand, attract
customers, and become a great advantage compared to competitors in the same industry.
In order for the brand to exist and develop stably, businesses need to have brand positioning
strategies with the most accurate and most appropriate strategies.
2.1.1.4 Technology
Domestic and international trade agreements are both opportunities and great challenges for
businesses in the industry. With the freedom of technology, it is not wrong to say that it is one
of the main reasons for the F&B industry to develop "fast" as it is today. For business people,
solutions from technology bring outstanding efficiency: In supply chain operations,
transportation management software (TMS), warehouse management software (AMS), with
applications and software for sales, operation management, planning, ...

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A real-life example that can see the influence of technology on the F&B industry: In March
2020, when major cities in Vietnam were asked to close non-essential business services,
revenue from the delivery segment of Starbucks Vietnam has increased by 50% compared to
the average monthly revenue, thanks to the promotion of online sales
2.1.1.5 Environmental
For the F&B industry, plastic packaging and bags for packaged products are essential to
create convenience for customers and ensure food hygiene and safety. Disposable bags and
cups become a huge amount of waste, difficult to handle, seriously affecting the climate,
living environment and human health
It is estimated that every year, about 78 million tons of plastic packaging are produced
worldwide, but the rate of recycling after use is very low. field is not processed
In fact, in recent years, many businesses in the F&B sector have made changes in their efforts
to reduce plastic waste such as replacing straws, cup covers or bags with 'biodegradable'
materials.
2.1.1.6 Legal
Business entities and enterprises need to prepare documents to do business legally and
register in accordance with the law. Necessary information for business entities/enterprises
for business registration: Determination of business type, company model, business
registration documents, certificate of eligibility for food safety products, announcement of
business registration contents, seal engraving and seal sample announcement
According to Article 3, Decree 39/2007/ND-CP, coffee shops (whether it is any model or
form: book cafe, garden cafe, game cafe ..) are not eligible for the exemption. business
license in accordance with state regulations.
Besides, when doing business, businesses/brands also have to pay tax. Enterprises normally
bear the following taxes: VAT, CIT, PIT (if any) and license fees. Ordinary business
households are subject to taxes: VAT, PIT and license fees

Four Springs Tea House has also completed legal documents and procedures for successful
business registration in the form of business households.

2.1.2 Micro-environment
2.1.2.1 Threat of New Entry


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According to statistics, Vietnam currently has nearly 600,000 F&B businesses. New brands
appear more and more, accompanied by services to attract customers. There are always new
threats to interns - Four Springs Tea House. Therefore, businesses need to focus on improving
themselves, asking what can be brought to customers and their businesses.
2.1.2.2 Supplier Power
There are many suppliers in the F&B sector, so this does not have a big impact on market
share. The reason is that Four Springs Tea House is a small and retail business, suppliers do
not need to supply a large amount of raw materials for operation; In addition, with the
criterion of simplicity and optimization, Four Springs Tea House also uses homemade
processing materials, and the products are all eco-friendly, so suppliers will affect the
environment. product quality more than market share

Figure 2.1: Customers' satisfaction on the services
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%

0.00%
Taste

Healthy degree of
product

Space

eco- friendly degree Product quality

very satisfied

According to a customer survey at Tea Shop, there are two main reasons that account for the
largest percentage: Product taste - 47.9%, the second cause is Good product quality, spacious
space - 43.8%. Good, customer-focused feedback on ingredients and materials speaks to how
important a supplier is to businesses in the F&B sector.
2.1.2.3 Buyer Power
In the market, there are so many brands with diverse colors, customers have countless choices
to find for themselves a suitable brand according to their individual needs. Each customer


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will find a brand that suits their own preferences or needs, so businesses need to be brand
oriented and build a stable and long-term brand image to be able to find new sources of
customers. suitable goods. The customers that match the characteristics of the business are
the potential market and the business wants to target
Customers at Tea House will choose drinks, cakes or toppings to suit their needs. It is the
customer experience, the public feedback that will contribute to the image of the brand. The
public reviews on the customer's official Facebook Fanpage will actually evaluate the quality

of Four Springs Tea House, which will give other potential customers a good or bad
impression of the brand, through the evaluation. prices of real customers
2.1.2.4 Competitive Rivalry
The competition for a huge piece of market share makes the F&B industry market hotter than
ever. With fierce competition and fast elimination rate, although the F&B industry in Vietnam
is expected to grow by an average of 18% in the near future, only businesses that have
carefully prepared from the research stages and market analysis, always accompanying
customers, keeping abreast of market needs, in order to survive and grow in the environment
of the F&B industry in Vietnam in general and in the world in particular.
2.1.2.5 Threat of Substitution
Beverage products are always improved daily, bringing new flavors, the brand offers a new
more suitable space that attracts customers' attention and can change their choices. Therefore,
focusing on maintaining relationships with loyal customers and creating marketing activities
to find new customers is extremely necessary.
Currently, for F&B businesses, they do not need to worry too much about another industry
threatening this industry, because the customer's demand is extremely large and its benefits
are undeniable.

2.2. Market analysis
2.2.1. Analysis of the demand
2.2.1.1 Evolution of the demand
According to a report from Decision Lab, in the second quarter of 2016 alone, the number of
guests (excluding children) coming to restaurants in three main cities (HCM, Hanoi, and Da
Nang) reached 340 million people, equivalent to revenue. $1.1 billion/quarter. Thus, it can be


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estimated that in 2016 the sales of the outside food and beverage industry will be about $4.4
billion/year (counting only 3 big cities), a significant number when compared to the $22

billion price tag. value of food and non-alcoholic beverages in the country (2016).
Vietnamese consumers' spending on eating out depends on where they live. According to
Decision Lab's statistics, the average amount of money spent on one meal by a consumer in
three major cities is:
•

Ha Noi: 80,327 VND

•

Ho Chi Minh: 69,599 VND

•

Da Nang: 65,526 VND

2.2.1.2 Analysis of the consumer's segments
Q&Me's statistics on the frequency of using milk tea and coffee by Vietnamese consumers
show that: Adults (over 30 years old) often visit cafes (mainly frequency 2-3 times/week),
while young people (18-23) prefer milk tea shops (same frequency)
Four Springs Tea House also analyzes customer segments to perfect the best service quality
for customers.
Figure 2.2: Survey of customers' occupation Four Springs Tea House

What is your job?
6%
25%

14%

55%

Worker

Student

Freelancer

Other

According to the survey, the number of customers who account for the highest proportion at
Four Seasons Tea Shop are working and students, accounting for 70% of the total.
Understanding this, Four Seasons Tea Shop has built appropriate marketing programs:


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Simplicity and optimization. Customers don't have too much time to care about side programs
or advertisements, so something as quick as information at Wifi marketing or a standee at the
cashier are short and concise sources of information. , and reach customers easily and quickly

2.2.1.3 Characteristics of the buyer and analysis
With different type of customers, businesses need to pay attention to small details to bring
satisfaction to many customer groups, thereby bringing better revenue growth.
According to Euromonitor's report, there are 5 main customer type divided by consumer
buying characteristics:
Minimalist seeker - 19%: Customers prioritize minimalism in both consumer behavior and
products they choose to buy. This group of customers attach great importance to product
quality, environmental protection in the production and use of products, and focus on the
value of simplicity.

Impulsive seeker - 23%: The group of customers who are interested and want to catch up with
new trends. They usually decide fairly quickly, having the highest potential for owning and
using new products
Undaunted striver - 17%: The group enjoys life, has impulsive shopping habits, They both
value the brand value and value the shopping experience
Securetraditionalist - 16%: Secure traditionalist consumer group. They have their own
shopping style and are loyal to their own style. They often have the habit of saving in
shopping. The right approach for retailers with this customer group is to maximize
convenience and create an easy shopping process.

2.2.2. Analysis of the offer
2.2.2.1 Analysis of the strategies developed
Four Springs Tea House is a Family – owned business, started operating in January 2029,
with main products and premium tea lines and fat-free pastries. In addition to providing
premium tea drinks and professional service, customers can study, work, meet at the store or
learn and enjoy delicious tea products made by tea professional processing

2.2.2.2 Identification of the strategies developed


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Marketing strategy and almost the entire development strategy of Four Springs Tea House are
developed in the direction of: Simplification and optimization. The simplicity to optimize is
first reflected in the menu optimization, there are only 3 main tea lines, but enough choices
for customers:
Figure 2.3: Customer's favorite type of tea in Four Springs Tea House

What is your favorite tea in Four Springs Tea House?

15%
38%

47%

Original tea

Milk tea

Fruit tea

In communication strategies, Four Springs Tea House always keeps its core values:
Optimization and simplification. There are no trending events, or updates on hot trends, like
products that young people are interested in or hiring celebrities to promote products. Four
Springs Tea House uses communication methods: Through social networking sites Facebook,
Instagram, to reach customers in a stable direction: Through the introduction of patrons, or
from referrals from other sources. Culinary reviews are appreciated. Instead of following the
trend, Four Springs Tea House keeps its minimalism in its products and operations, which are
familiar products along with the comfort of using the service at the store space; or meet the
demand for green lifestyle when using almost all environmentally friendly recyclable
materials for takeaway orders.
Minimalism in communication and operation Four Springs Tea House has optimized revenue
and brand identity communication, without spending too much time, cost or tricks, still have
a familiar customer base. and stable, while always keeping the core value: minimalism.


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Figure 2.4: Why customers know about Four Springs Tea House

Sales

Recommended by friends

Social media ads

Reviewer post

Near home/work

Other

It can be seen that the majority of customers know about Four Springs Tea House because
they were introduced by friends - accounting for 44.6% of the total number of customers.
This is because Four Springs Tea House keeps its core values in developing and maintaining
operations, gaining the trust and love of customers, especially loyal customers.However,
simplize management and marketing activities also cause many challenges for the company
in the new era with the increasingly heavy competition.
2.2.2.3 Analysis of their merchandising
About the store layout: Four Springs Tea House has enough space to serve the needs of
customers: From studying, working to relaxing alone or in groups; There are both indoor and
outdoor areas for customers to choose from depending on their personal preferences.


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Images 2.1: The space inside the Four Springs Tea House
The optimization of space, with different seating areas arranged reasonably, comfortably and
ensuring privacy is a big plus for customers, when customers can count stores using the
service. over a long period of time for different purposes. This contributes to increased sales

for the store.
2.2.2.4 Analysis of their policy
Product segmentation policy:
Simplifying product segments is about optimizing customer choice. There are 3 main product
groups that Four Springs Tea House focuses on: Original tea, fresh fruit tea and milk tea. The
products are all made from high quality ingredients according to an extremely clean and
professional formula, so the products are suitable for the majority of customers to use the
service.
Diagram 2.5: 3 main type of tea in Four Springs Tea House

Original tea
Tea

Fresh fruit tea
Milk tea


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Diagram 2.6: Evaluate the difference of product flavor of Four Springs Tea House
compared to other brands

Through the survey, it was found that customers highly appreciated the distinct flavor of the
products at Four Springs Tea House, when the three highest scores were quite high: 7-8-9
points. The special and traditional taste is the simplicity that is optimal for both businesses
and customers, bringing the best value.
Price policy
With the price of original tea products ranging from VND 45000-60000, and other products at
VND 60000 excluding topping, this is a slightly higher price than the market average,
competitive prices that competitors have many offers to further reduce already attractive

prices. However, with the quality of service, product quality and customer experiences, this
price is completely reasonable, still the favorite choice of customers when choosing a familiar
destination every day.
Criteria

Four Springs Tea

Phuc long

Dingtea

House
45 000 - 60 000
30 000 - 60 000 VNĐ 32 000 - 55 000 VNĐ
VNĐ
The number of customers coming to use the service at the store is always stable, with the
Medium Price

same monthly revenue. This is in line with Four Springs Tea House's goal of providing
customers with a memorable space, product and experience, a familiar place to visit every
day.
2.2.2.6 Retail systems


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In addition to the original retail format (Brick and mortar), e-commerce in Vietnam is
developing at a very high speed. This has led to the development of propaganda of online
channels, so Four Springs Tea House has official Facebook and Instagram channels to be able
to connect with consumers faster, more convenient and more effectively. Online channels will

be on duty during the store's operating time from 8am to 11pm daily, to answer questions,
quickly receive problems and receive and process online orders.
Besides personal social networking sites, connecting with the 3 largest delivery service
providers in Vietnam, Now - Grab - Baemin is also a very right move of Four Springs Tea
House when customers have You can easily place an order and get the product shipped
quickly and with guaranteed quality. Delivery apps have also become a potential
communication platform that can connect with a huge number of customers. Incentive
programs through delivery apps are very popular with customers, when they are both
discounted and safer during the current epidemic.

Image 2.2: Promotional programs of Four Springs Tea House on the delivery apps May/2021
2.2.3 Strengths and weaknesses of Marketing strategies of Four Springs Tea House
2.2.3.1 Strengths of Marketing strategies of Four Springs Tea House


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-

Simplify all stages in marketing and operations, thus minimizing costs, time and personnel
for operations.

-

Having a suitable, stable and long-term customer base when fixing and perfecting the brand
in the direction of minimalism and environmental friendliness

-

High quality products, ensure safety and build trust with customers

-

The parts work flexibly, problems are received and handled quickly

-

The department's staff is professionally and methodically trained, so the shipment is always
stable, on time and smooth.

-

For the price: Affordable price, suitable for all customers

-

For distribution: Use effective distribution policies to meet customer needs. Even though the
demand is increasing, there is still no shortage of goods. Four Springs Tea House has
partnered with multiple product supply and distribution channels, which is a great
opportunity to reduce costs, improve efficiency and reduce the effects of seasonal
fluctuations on demand for each line. specific product.

2.2.3.2 Weaknesse of Marketing strategies of Four Springs Tea House
-

Lack of product variety
Lack of product diversity, not giving customers many choices while the needs of potential
customers are extremely diverse, heavy competition from rivals. This requires company to
enlarge its range of products.

-

Lack of impressive marketing programs to target customers Marketing strategy is still
extremely simple and traditional promotions, highlights to promote the brand and service
quality are not diverse and not many. In addition, the programs are advertised in many sales
channels, so a key marketing strategy has not been developed

-

Weak distribution channel: 1 facility in Hanoi will make it difficult for customers to
experience the service and use the product directly.
2.2.4 Solutions for marketing activities
 Product development strategy
Through SWOT analysis, the company has high-quality human resources, high-quality raw
materials, and quality assurance. Enterprises should know how to take advantage of their


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strengths to develop their products, develop some more product options so that customers can
choose products, in order to maximize choices for consumers. Therefore, developing new
products and improving products with Vietnamese identity is one of the necessary jobs. On
the other hand, as we all know, human psychology is like to explore, learn and want to own
something new.
I believe that developing new products with Vietnamese identity will create a sense of
excitement for consumers and will help increase revenue for businesses. Once this business
strategy has been implemented, the business will overcome its weakness: "Products are not
rich". Specifically, the company should produce more green tea products with more fruit
flavors. Products extracted from fruits will bring many benefits to human health. With the
benefits of green tea products without degrees, we will combine the benefits of fruits such as:

oranges, guava, grapefruit, apple, pomegranate.

 Having a suitable price policy
As mentioned before, the price of the tea products of the company is at the middle rank but
the target customers are mainly students and workers so the company can have more
products with lower price to attract more target customers to the shop.
 Enhance distribution policy
The company also needs to build up the startegies to increase the number of shops in Hanoi
so that customers can easily access the company's products or have more chance to
experience the tastes of the products here. With only 1 branch in Hanoi, it is a waste if the
company invest much in marketing activities and it also causes difficulties for customers to
experience the services. Covid 19 pandemic has caused the reduction in the renting cost so
this can be the suitable time for compnay to consider and choose the right place for its new
branches.
 Mixed Promotion
Advertising programs need to create more first - time elements and cover more advertising
media instead of just using a few old but ineffective advertising forms. In reality, there are a
number of popular means available today, such as: radio, television, internet , telephone and
digital devices. Due to the simplification, the company also cut down on the budget of
marketing. In my opinion, the company also need to estimate a marketing budget, which can