(TIỂU LUẬN) TOPIC INTERNATIONAL BUSINESS STRATEGY FOR 3 YEARS (2023 2025) HIGHLANDS COFFEE IN THE NETHERLANDS

THE FINANCIAL
UNIVERSITY OF FINANCE – MARKETING

FINAL ASSIGNMENT

TOPIC: INTERNATIONAL BUSINESS STRATEGY FOR 3 YEARS (2023-2025)
HIGHLANDS COFFEE IN THE NETHERLANDS

Implementation group:
PHAM BA QUOC (Student ID: 1921005179)
LE PHUNG TUE MAN (Student ID:1921005113)
HOANG VIET TAN (Student ID:1921005193)

Lecturer/Tutor/Facilitator: HUYNH THI THU SUONG

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Table of Contents
I. Executive Summary......................................................................................................................5
1. The importance of building a business strategy......................................................................5

2. Objectives of the report.............................................................................................................5
II. Introduce...................................................................................................................................... 6
1. Overview of Highlands Coffee company..................................................................................6
2. Highlands Coffee developed in the Netherlands......................................................................7
III. Highlands Coffee PESTLE MODEL IN THE Netherland Market........................................8
1. Political problems....................................................................................................................... 8
1.1. Political system...................................................................................................................... 8
1.2. Political stability.................................................................................................................... 8
1.3. Political relations with Vietnam.............................................................................................9
2. Economic problems.................................................................................................................... 9
2.1. Product Consumption............................................................................................................9
2.2. Average income.................................................................................................................... 10

2.3. Economic relationship with Vietnam....................................................................................11
3. Social issues.............................................................................................................................. 11
3.1. Population size..................................................................................................................... 11
3.2. People's attitude to the product............................................................................................11
4. Technology problem................................................................................................................. 11
4.1. Ecommerce........................................................................................................................... 11
4.2. Intellectual property rights...................................................................................................12
5. Legal issue................................................................................................................................. 12
5.1. Current legal system............................................................................................................12
5.2. Principles of cooperation with Vietnam...............................................................................12
6. Ethical issues............................................................................................................................12
6.1. Corruption rate....................................................................................................................12

6.2. People's views on environmental protection........................................................................12
IV. AUDITING THE BUSINESS MARKET IN THE NETHERLANDS...................................13
1. Market potential................................................................................................................13
2. The level of competition...........................................................................................................13
3, Political and legal environment...............................................................................................13
4. Social and cultural influences.................................................................................................14
V. PLAN FOR BUILDING INTERNATIONAL BUSINESS STRATEGY IN THE Netherlands
IN 3 YEARS (2023 - 2025)..............................................................................................................15
1. SWOT matrix analysis of Highlands Coffee in the Netherlands..........................................15
2. Formulate a strategy within 3 years (2023 - 2025).................................................................15
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2.1. Market penetration strategy.................................................................................................16
2.2. Market development strategy...............................................................................................16
2.3. Product development strategy..............................................................................................16
3. Choose the method of market entry.......................................................................................17
3.1. For franchisors.................................................................................................................... 17
3.2. For franchisees.................................................................................................................... 17
4. Highlands Coffee's available product lines............................................................................18

4.1. Phindi - new generation coffee............................................................................................18
.................................................................................................................................................... 18
4.2. Espresso............................................................................................................................... 18
4.3. Freeze no coffee................................................................................................................... 19
4.4. Tea....................................................................................................................................... 19
4.5. Cake..................................................................................................................................... 19
5. Product pricing of Highland Coffe in the Netherlands.........................................................20
5.1. Cost-based pricing...............................................................................................................20
5.2.Competitor pricing................................................................................................................20
6. Distribution method of Highlands Coffee in the Netherlands..............................................21
6.1. Target market....................................................................................................................... 21
6.2. Positioning Strategy (Quality Positioning)..........................................................................21

6.3. Set up distribution channels.................................................................................................21
7. Promotional activities may apply............................................................................................22
8. Estimate the budget needed for the plan................................................................................22
VI. CONCLUSION......................................................................................................................... 23
VII. REFERENCES........................................................................................................................ 24

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Member scorecard:
NAME
PHAM BA QUOC
LE PHUNG TUE MAN
HOANG VIET TAN

STUDENT ID
1921005179
1921005113
1921005193

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SCORE
33,3%
33,3%
33,3%

I. EXECUTIVE SUMMARY
1. The importance of building a business strategy
Business activities of enterprises are always influenced by external and internal factors.
Therefore, building a business strategy helps businesses orient their operations in the future through
analyzing and forecasting the business environment. Building a business strategy helps businesses
be both flexible and proactive to adapt to market fluctuations, while also ensuring that businesses
operate and develop in the right direction. That can help businesses strive to improve their position
in the market.
2. Objectives of the report
The goal of building a business strategy is to expand the Highlands Coffee market to all over the
world. Specifically here is the Netherlands, to be able to develop product brands. Besides,
expanding the scale of the business to be able to reach more customers in order to increase the profit

earned from the product.
II. INTRODUCE
1. Overview of Highlands Coffee company
Highlands Coffee is a very familiar name for those who are passionate about coffee or fast food
in Vietnam, especially young people or those who have worked. Highlands Coffee was founded in
1999 by an overseas Vietnamese businessman named David Thai with a strong love for his
homeland, ready to leave his family in the US to return to Vietnam to set up a business.

Figure 1: Founder of Highlands Coffee
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Mr. David Thai is the founder of Highlands Coffee Group. Mr. David Thai was born and raised
in Vietnam in 1972, at the age of 7 his family moved to the US and settled in Seattle. He studied
business administration at the University of Washington, which is one of the most famous schools in
the US.

Figure 2:
Highlands
Coffee's store

2.

Highlands

Coffee

developed in the Netherlands
The Netherlands consists of 6 islands
belonging to Aruba and the autonomous
territory of the Netherlands Antilles belonging
to the Kingdom of the Netherlands in the

Caribbean Sea. The Netherlands is located in
Western Europe, to the east by Germany, to
the south by Belgium, to the west and north
by the North Sea.
The

climate

in

the

Netherlands

is

characterized by a temperate oceanic climate, with an average temperature of 10 degrees Celsius to
25 degrees Celsius. Because of the north and west facing the Atlantic Ocean. The weather in the
Netherlands is very mild and pleasant.

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Figure 3. Highlands Coffee's logo

Figure 4. Highlands Coffee's Logo

(2009-2010)

(2010 - now)

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III. Highlands Coffee PESTLE MODEL IN THE Netherland Market
1. Political problems
1.1. Political system
Dutch politics is characterized by efforts to reach broad consensus on important issues, both
within the political world and in society. The monarch is the head of state, which according to the
constitution has limited powers, has the right to receive reports and to be consulted in government

matters.
Cabinets typically consist of 13 to 16 ministers and a variable number of secretaries of state.
There are one to three ministers who are non-ministerial ministers. The head of government is the
prime minister (primus inter pares), which has no apparent additional power over the powers of
other ministers.
1.2. Political stability
To maintain political stability, state institutions are indispensable in the Netherlands, such as:
Ỉ Executive:
ü Head of State: The Queen. Unlike many other European countries, the Queen of the
Netherlands - head of state - participates as part of the government alongside the Prime
Minister and ministers. Head of government: Prime Minister
ü Cabinet: appointed by the prime minister. The current cabinet of the Netherlands

includes 1 Prime Minister, 2 Deputy Prime Ministers and Ministers, 14 Ministers, 9
Secretary of State.
Ỉ Legislative: Bicameral National Assembly consisting of an upper house and a lower house, a
term of 4 years
ü The Upper House consists of 75 members, elected indirectly by representatives of 12
provinces in the country.
ü The House of Representatives (Lower House) consists of 150 members directly elected
by voters.
Ỉ Judiciary: Supreme Court. The Supreme Court is composed of judges appointed for life by the
Queen from a list nominated by the House of Commons. Under the Supreme Court there are
three other types of courts: 61 district courts specializing in small criminal and civil cases; 19
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The District Court hears more substantial cases and 5 the Court of Appeals hears complaints
from the district courts.
1.3. Political relations with Vietnam
Political-diplomatic relations between Vietnam and the Netherlands in recent years have been
increasingly consolidated and strengthened. The two countries' senior leaders maintain regular
bilateral visits and contacts at international and regional forums, creating an important basis for

strengthening political trust and good cooperation in all fields. fields.
The Netherlands has become an important leading trade partner of Vietnam in Europe with trade
turnover increasing steadily over the years.
2. Economic problems
2.1. Product Consumption
The Netherlands is currently ranked in the top 10 in the world in terms
of coffee consumption. The total value of coffee consumption in the
Netherlands is about 3.5 billion euros per year. In particular, the
Netherlands is an important gateway in the world with the amount of
coffee imported and re-exported to other countries in the region. For
small and medium-sized manufacturing enterprises that want to
penetrate the European market, the Netherlands is the right and

favorable first step to expand the market later.

Thereby, we see that the Netherlands is a country with great potential for
coffee consumption. Typically, in 2017, coffee consumption in the Netherlands reached
approximately 55,000 tons and most of the total coffee production was imported from countries
such as Brazil, Vietnam and Honduras. Statistically speaking, every Dutch person drinks two and a
half cups of coffee a day.

Figure 5: Consumption of coffee products in EU
countries in 2017
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2020
From 2017 to 2020, coffee consumption in the
Netherlands is always leading the world. Proving
that Dutch people love to enjoy coffee and this is an
opportunity for Highlands Coffee to penetrate the
coffee market in this country.

Figure 6: Coffee consumption in EU countries in
2020

2.2. Average income
GDP per capita (GDP/person) of the Netherlands is 52,304 USD/person in 2020. The growth

rate of GDP per capita in the Netherlands will reach -4.27% in 2020, down 9 USD/person compared
to that of human. number 52,295 USD/person in 2019.

Figure 7: Dutch GDP per capita graph (1960 - 2020)
Looking at the chart above, we can see that in the period 1960-2020 the GDP per capita of the
Netherlands reached:
−

The highest peak in 2008 with 57,880 USD/person .
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−

Lowest in 1960 with 1,069 USD/person .
In other words, the productivity of the people here far exceeds that of ordinary countries. With a

population of 17 million people, they have generated a GDP of up to $850 billion (VND 19 million
billion).
2.3. Economic relationship with Vietnam

In recent years, the economic, trade and investment cooperation between the Netherlands and
Vietnam has continuously developed. The Netherlands has become an important leading trade
partner of Vietnam in Europe with trade turnover increasing steadily over the years. Regarding
investment, the Netherlands has always been one of the largest European investors in Vietnam.

3. Social issues
3.1. Population size
Population: 16,877,351 people (July 2014)
Age structure:
Ỉ 0-14 years old: 16,917.4% (1,460,2341,485,873 male / female 1,393,7661,416,999)
Ỉ 15-64 years old: 65.5% (male 5,558,960/ female 5,500,066)
Ỉ 65 years and older: 17.6% (1,331,258 male/ 1,633.06) female

Average life: 81.12
 Average life expectancy for men: 79.02 years
Average life expectancy for women: 83.34 years old
3.2. People's attitude to the product
For the Dutch people, coffee is not only known as a
creative awakening drink, but also an important factor in
transforming the national economy. There are many
investors and visitors who come to the Netherlands just to
enjoy the taste of coffee here.
4. Technology problem
4.1. Ecommerce
Gain insight into the latest market trends and future growth opportunities for the Dutch Coffee

industry with research from Euromonitor International's team of local analysts - industry and
geographical experts will help you make informed and intelligent decisions; to recognize and profit
from opportunity, or provide resilience amid market uncertainty.
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4.2. Intellectual property rights
Usually, intellectual property in the Netherlands refers to specific rights to use immaterial things

and obtain certain benefits from this use.
TYPES OF INTELLECTUAL PROPERTY RIGHTS OF THE Netherlands:
The main intellectual property rights in the Netherlands are copyright, patent rights, proprietary
rights, trademarks, designs and trade names.
5. Legal issue
5.1. Current legal system
The Dutch legal system is based on the civil law system, also known as the continental
European legal system, which comprehensively covers the rules applied and interpreted by the
magistrates.
Dutch law or at least the Dutch civil code (Burgerlijk Wetboek) also has some influence on the
judiciary of other countries.
5.2. Principles of cooperation with Vietnam

The Prime Minister hoped that the Netherlands would support Vietnam in connecting ports and
industrial zones with Europe, and at the same time, push the Dutch Parliament to soon ratify the
EU-Vietnam Investment Protection Agreement (EVIPA) to promote business activities. Trade and
investment between the two countries grew faster, stronger and more sustainable.
6. Ethical issues
6.1. Corruption rate
According to Transparency International, the Netherlands is rated as one of the countries with
the lowest corruption index in the world. In 2020, the anti-corruption level of the Netherlands is at
82 and it tends to increase.
6.2. People's views on environmental protection
Not expensive cars, bicycles are the main means of transport are
recommended to be used at Netherlands .

Wastewater treatment in the Netherlands over the Decades has
since been greatly improved, thanks to the tough and drastic policies
and measures of government and relevant ministries, departments
and agencies of the Netherlands.

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IV. AUDITING THE BUSINESS MARKET IN THE NETHERLANDS
1. Market potential

The Dutch market is considered as a gateway and
one of the hubs for transshipment of goods into the
European market, helping to connect ports and
industrial zones with Europe. Dutch agriculture is
increasingly focused on sustainability, healthy, safe
food sources and great care for the landscape and the
environment.
2. The level of competition
It is worth mentioning that the export turnover of
Dutch agricultural products is ranked high every year,
so efficiency and competitiveness are at the top of the
world. This is a huge challenge for investors in

agricultural products in general and coffee in particular.
3, Political and legal environment
The Netherlands has supportive tax and business
policies to attract foreign investors. There are not many formalities required for setting up and
maintaining a business in the Netherlands. In addition, the Netherlands has special government
organizations to help foreign companies set up businesses and adapt in the country.

The Netherlands has signed many bilateral and multilateral agreements
with partners and participates in organizations. Dutch policies are uniform,
the law is fair. In general, the Netherlands has a legal framework that
encourages fair competition between companies.
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4. Social and cultural influences
 Language
The Netherlands is one of the top countries in the world with a percentage of the population that
can speak English. However, there are some e-commerce websites that use local languages.
Therefore, businesses need to take note of this
 Dutch way of life

When first interacting with Dutch people, foreigners will have a
general impression that they are quite cold. Dutch people usually
won't start a conversation with strangers.
However, if you are proactive in starting a conversation, the
Dutch people will be more friendly.
 Consumption habits of people
Usually the people of this country are not too important Focus on choosing domestic or foreign
manufactured goods. They appreciate the products good quality, and willing to pay a higher than
average price if the product hits get into their hobby
With state support, business, and scientists in the windmill country have taken the lead in
recovering all that is still valuable from the discarded things: filtering phosphorus and nitrogen in
the urine as manure. fertilizer; turn old fishing nets into floor mats; using waste plastic bottles as

bicycle paths, cement bricks, wash basins... This technology will help Highlands Coffee save a large
amount of money, for example, reducing waste treatment costs, recycling garbage. waste into water
cups, trays, etc. In addition, winning the majority of consumers' trust in professional ethics.

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V. PLAN FOR BUILDING INTERNATIONAL BUSINESS STRATEGY IN THE

Netherlands IN 3 YEARS (2023 - 2025)
1. SWOT matrix analysis of Highlands Coffee in the Netherlands
Weak Point (W)
Strengths (S)

1. The

1. Dynamic

and enthusiastic staff

2. Applying

many convenient

means of support for the
process of payment and

SWOT
HIGHLAND

effective

marketing

strategies

COFFEE

4. Active

all

classes

of

customers
2. There

is

across stores
3. Rarely

financial resources at

branches

5. Diverse

really suitable for

heterogeneity

service at the shop.
3. Have

price is not

appear in

remote

rural

areas

products, suitable for

many customer groups

4. No

feedback

corner

for

customers yet
Chance (O)
1. Young

population

2. Top

coffee

consuming country
in the world
3. Dutch

tax

support

policy
4. Extremely

S(2,3)

&

O(1,2,3,4):

Market

development strategy
S(5)

&

O(3,4):

Product

development strategy

W(1,3,4) & O(1,2,3,4):

Market

penetration

strategy

developed

technology
Challenge (T)
1. Economic

pressure

after the Covid-19
S(2,3,5)

pandemic

&

T(2,3):

from diversification strategy

2. Pressure

W(3,4) & T(1): Forward
integration strategy

competitors
3. Pressure

Horizontal

of substitute

products

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Table 1: Highlands Coffee's SWOT model

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2. Formulate a strategy within 3 years (2023 - 2025)
In order for Highlands Coffee to appear on the coffee
market in the Netherlands, businesses need to implement a few
appropriate strategies to develop their brand.
2.1. Market penetration strategy
Although the Netherlands is one of the countries that
consume the most coffee in the world, most of the coffee is

imported from Brazil, Vietnam, Honduras, etc. Drinks are also
somewhat different. In addition, Dutch people have a hobby of
enjoying coffee with snacks. This is a potential opportunity for Highlands Coffee to use its strengths
to penetrate the coffee market in the Netherlands.
2.2. Market development strategy
In the Netherlands, the franchising strategy is still very new and is considered a potential
strategy for market development. At the same time, the Highlands Coffee brand will quickly become
familiar in the eyes of the people.
Highlands Coffee can fully apply this strategy to develop its business in the international market
in general and the Netherlands in particular.
2.3. Product development strategy
Highlands Coffee divides the menu of the restaurant into 2 main groups: Beverages and

FOODS
Regarding the analysis of the beverage group:
Beverage group: Highlands Coffee is divided into six groups: Café, Phindi, Café Espresso, Tea,
Freeze and other beverages. But there are really only three main groups:
- Group 1: CAFÉ (Café, Phindi and Café Espresso)
- Group 2: TEA (Lotus tea, fruit tea and green tea)
- Group 3: FREEZE (Grilled ice)
The appearance of these 3 drink groups is simply because these three items have brought the
most revenue for Highlands Coffee up to the present time and made Highlands Coffee successful.
About food group analysis
At Highlands Coffee, the food group is divided into two main groups, which are fast food and
cake (sweet). Why did Highlands Coffee choose to sell cakes and not other items? Because Dutch

people love to eat cake with coffee. In addition, the flavor of the cake is also based on the taste of
the local people so that everyone can enjoy it comfortably.
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3. Choose the method of market entry
In order to limit the risks when entering a large market like Netherlands, choosing the right
penetration method is indispensable. Franchising is one of the wisest and surest investments,

especially for the F&B industry. This method of entering the international market by franchising
will help the company to indirectly penetrate into large markets at the lowest cost, and is also an
effective way to protect the brand in the foreign market.
3.1. For franchisors
The franchise agreement typically includes training, provision of management services, and
activities carried out under the franchisor's instructions.
− Expand your business model and distribution system of products and services... as quickly as
possible.
− Get more stable income from franchise fees from franchisees.
− Minimize risks and costs when developing in new markets.
− Increase brand reputation for the company
3.2. For franchisees

Franchisees do not need to have business experience to be able to operate a franchise.
Franchisees support training programs and everything to run their business model like employee
training, financial planning, business formula, store layout or even design Dutch staff uniforms.
− Inherit the franchisor's proven reputation and image, management and working practices.
− Increase the likelihood that customers know about the products/services you sell and buy more.
− Significant savings in advertising costs and ongoing support.
− Higher success rate than startups

It can be said that franchising helps to spread the brand to the whole region, the consistency in
sales style, brand, and service quality is very important. There are different ways of making
payments to the franchisor. Usually, when a company joins a franchise, they will have to pay a onetime entry fee. Upon continuing operations, the franchisee pays the associated service fees, typically
based on the franchisee's sales.

4. Highlands Coffee's available product lines
4.1. Phindi - new generation coffee

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g generations full of enthusiasm, creative and
m Vietnamese coffee beans combined with the

4.2. Espresso

Espresso cups full of flavor due to An elaborate
combination of two types of coffeepremium Arabica
and Robusta coffee, And most importantly the skill of
concocting Training from the Barista will make
customers customers have new experiences.

Figure 9: Espresso

4.3. Freeze no coffee
The new and sophisticated taste of ground coffee combined with the cool green tea flavor will
create a unique flavor, enough to impress all classes of Dutch people.

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Figure 10: Freeze Green Tea
4.4. Tea
The typical deliciousness of tea flavor is reproduced by Highlands Coffee in iced tea dishes.
With a diverse and rich flavor combination, tea is the ideal refreshment on hot days
Figure
11: Tea

4.5.

Cake

The

cakes

with

typical

traditional flavors are handcrafted in Higlands' kitchen with assurance of quality and food safety.
Light cakes are a harmonious choice when combined with drinks when enjoying at the bar.

Figure 12: Cakes
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5. Product pricing of Highland Coffe in the Netherlands

5.1. Cost-based pricing
Highlands Coffee is always aiming for long-term profit after entering the market, the valuation
method is calculated as follows:
Selling price = Import price of raw materials + Other business expenses + Profit
Normally, businesses will apply an average profit of about 10-20%, to bring stable profits and
growth for the company.
5.2.Competitor pricing
The company often considers determining a moderate profit to offer a price lower or equal to
other competitors, but always maintains the spirit of bringing quality, safe and hygienic products to
increase customer satisfaction. compete for the products the company offers.

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Figure 13: Price list of some cafes in the Netherlands
As we can see in the picture, Dutch cafes all sell
products in the range of 4 € - 20 € (about 100,000
VND - 500,000 VND) which is almost similar to
foreign competitors like STARBUCKS with
prices around 5 € - 10 € (about 125,000 VND 250,000 VND) or other domestic coffee brands.

From there, we can determine that the average
price of Highlands Coffee will be around 4 € - 8 €
(about 100,000 VND - 200,000 VND). The price
of Highlands Coffee's cakes will also be around 3
€ - 6 € (about 75,000 VND - 150,000 VND).
With such an average price, it will be very
suitable for all age groups of customers. That will
become a strong point for the long-term
profitability of the business

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6. Distribution method of Highlands Coffee in the Netherlands
6.1. Target market
In the Dutch market, Highlands Coffee will initially choose locations near companies, offices,
and schools with mid-range store rents to easily reach target customers. Highlands Coffee's target
customers towards the Dutch market are students, business people, people with good and average
income. With the average age that Highlands Coffee targets is 18-50 years old.
After building a brand, Highlands Coffee will proceed to expand its network in the centers of

major cities such as Amsterdam , Rotterdam , The Hague,...
6.2. Positioning Strategy (Quality Positioning)
The Highlands Coffee brand will become a high-quality brand in the Dutch market.
Because the characteristics of the target market are young people, business people, office
workers, .. and have a good to moderate income, the company's products will have lower
prices than current competitors. in the Dutch market, but the quality is not too much
inferior to fine coffee.
6.3. Set up distribution channels
Highlands Coffee in the Netherlands market will establish two distribution
channels: direct distribution channel and indirect distribution channel. Direct distribution
channels will sell products directly to customers (eg Ahold, Schuitema, Sperwer Holding,
Laurus, etc.). Indirect distribution channel, Highlands Coffee will establish with intermediary

partners such as coffee agents in the Netherlands, coffee shops to conduct trade in goods
To end customers who are using Highlands Coffee's coffee but keeping the company's
packaging and logo. From there, increasing brand awareness for the company. Raising the
level of product prestige, making the Dutch market gradually familiar with coffee products
from the highlands of Vietnam - Highlands Coffee.

7. Promotional activities may apply
Promoting promotions and vouchers on online channels has helped Highlands to gain an
advantage in the hearts of consumers who often limit going out such as office workers in need. And
promotions attract younger groups of people and also help promote strong brand exposure.
Promotions: : the brand creates promotional time frames or days to buy preferential coffee
prices, buy 2 get 1 free, 20% off when buying 2 filter coffees, organize promotions such as free

coffee. Upsize fee for women on March 8th, afternoon tea and cake combo, collect all three stamps,
get a free iced milk filter,...
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8. Estimate the budget needed for the plan
For any business operating in the market economy, it is necessary to have financial resources,
economic potential is extremely important in the development of the company. Financial resources

help the company to be stable in production and business activities.
TOTAL
STT

1

2

DURA

ITEMS

TION

Materials
Living expenses (electricity,
water, repair, ...)

EXPENSE

COST
(YEAR)

1 month

1,750 €

21,000 €

1 month

2,000 euros

24,000 euros

3

Labor costs

1 month

8,000 €

96,000 €

4

Marketing expense

1 month

3,000 €

36,000 €

5

Space costs

1 month

15,000 €

TOTAL COST OF THE STORE/YEAR

180,000
euros
357,000 €

Table 2: Budget table for a cafe within 1 year

VI. CONCLUSION

Dutch consumers are very health conscious. For them, black coffee has health benefits, so they
switch to black coffee more, instant coffee tends to decrease. But the Dutch prefer decaffeinated
coffee, which is not very popular in the Netherlands.
With strategic management measures analyzed and clarified by our team, we can help Highlands
Coffee increasingly assert its brand position in the country in general and the international market in
particular. In order to bring Vietnam's cultural identity to the international level and affirm its
position in the international market.
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