Highlands Coffee

Company overview:

Higlands Coffee is a coffee brand which owned by Viet Thai International Joint Stock Company (VTI). In 2000, VTI was the first private company that registered as a joint stock company (Higlands Coffee 2007). The vision of the company is bringing “world class retail experience” to Vietnam by cooperating with leading brands in the world and creating company’s owned brand. VTI’s company structure is constructed of 2 retailing categories and one service group including: VTI Foods Group with Highlands Coffee is the cornerstone; Nike premium retailer, VTI Services Group as Grey Global Group (GGG) is the foundation brand. According to Studymode (2013), Highlands was holding about 668 million dollar in the domestic market and is growing at double digit. In 2012, Jollibee Worldwide, a Philippine’s company bought 50% of Highlands’ share, then, with the partnership with Digital Paradise Inc, Highlands Coffee store was opened in the Philippines (VTC News 2013).

Product:

Highlands Coffee has been the strategic brand and product line of VTI. The initial product of the brand was launched in high-end hotels and supermarkets in 2002 via packed Roast & Ground coffee. The first store was opened in Ho Chi Minh City in 2002 and recently, the number of café in Vietnam is over 50 stores (Higlands Coffee 2007). Moreover, the coffee products include both International espresso and Vietnamese styles with diversity of blends.

Highlands Coffee is manufactured from the finest green bean after a sophisticated selection process, storage and roasting. More details about the products and manufacturing process will be attached in the Appendix.

SWOT Analysis:

Strength:

_VTI recently owns many famous brands in Vietnam such as: Hard Rock Coffee, Armani Café and Nike.

_Highlands Coffee is now the second biggest chain of coffee shop in Vietnam with 54 stores throughout the country.

_ Reasonable price in comparison to other coffee brands for instant: Starbuck, Coffee...