Thảo luận nhóm TMU INTERNSHIP REPORT title ANALYZING THE MARKETING STRATEGIES OF FOUR SPRINGS TEA HOUSE

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

INTRODUCTION ............................................................................................................... 8
PART 1. OVERVIEW OF FOUR SPRINGS TEA HOUSE AND MY INTERNSHIP .... 9
1.1 Introduction of Four Springs Tea House .............................................................................. 9
1.2. Introduction of my project ................................................................................................. 10
1.2.1 Reasons for choosing the topic ....................................................................................................10
1.2.2 Internship position....................................................................................................................... 11
1.2.3 My position responsibilities at the company ............................................................................... 12
1.2.4 My main aims during the internship........................................................................................... 13

1.3. My internship plan.............................................................................................................. 13

PART 2: FACTORS AFECTING MARKETING ACTIVITIES OF FOUR SPRINGS
TEA HOUSE ..................................................................................................................... 14
2.1 . Analysis of the environment .............................................................................................. 14
2.1.1 Macro-environment..................................................................................................................... 14
2.1.2 Micro-environment...................................................................................................................... 16

2.2. Market analysis ................................................................................................................... 18
2.2.1. Analysis of the demand...............................................................................................................18
2.2.2. Analysis of the offer .................................................................................................................... 20
2.2.3 Strengths and weaknesses of Marketing strategies of Four Springs Tea House ........................ 25
2.2.4 Solutions for marketing activities................................................................................................ 26

Part 3. MY INTERNSHIP ASSESSMENT ...................................................................... 28
3.1 My contribution to the company ................................................................................ 28
3.2 My difficulties and solutions ................................................................................................ 28
3.3 Experience gained ................................................................................................................ 28

Conclusion ......................................................................................................................... 29
APPENDIX ........................................................................................................................ 30

REFERENCES .................................................................................................................. 33


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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


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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
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).


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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
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


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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

REVENUE in 2019 - 2021
3,500,000,000

3,264,231,500

3,000,000,000

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


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE

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
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

OP department

IT department

Software sales

CCTV

Khối cửa hàng

Store manager

Staff

Me - intern

(Source: personnel department)


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE

- 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
- 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.


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE

 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
- 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

Task / Mission

Outcome

Get acquainted, learn about the Knowledge on the activities
Week 1 – 4

company, learn about the parts and and main products of the tea
how the company operates
Learn about business environment,

Week 5 - 8

projects of the organization

house and its operation
Knowledge on the business
environment,

the

project

overview

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


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE


Thao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSEThao.luan.nhom.TMU.INTERNSHIP.REPORT.title.ANALYZING.THE.MARKETING.STRATEGIES.OF.FOUR.SPRINGS.TEA.HOUSE

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.
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.