Since the reform and opening up in 1986, Vietnam has undergone tremendous changes in all aspects, especially in the economic field. With the development of economy and technology, the lives of Vietnamese people have improved. At present, people have put forward higher requirements for high- quality life consumption, and the most representative one is the consumption of coffee drinks. Therefore, Vietnam’s coffee market is growing day by day.
However, in an environment with such strong development potential, of course many companies will compete more fiercely. Although according to the current development trend, the development of Vietnam’s coffee industry is relatively stable, but aside from the beautiful book data, the local Coffee companies still have many problems in the market, especially in terms of marketing strategy, brand quality, promotional methods, user experience, etc. These are the key points that companies need to pay attention to when formulating reasonable marketing strategies. Therefore, how to use modern marketing strategy theory to promote the development of Vietnam’s coffee industry and improve the competitiveness of enterprises in the industry is the research direction of this paper. Based on this, this article takes the Highlands Coffee chain coffee shop as the research object and conducts a targeted study on the marketing strategy of Highlands Coffee Company.
This article consists of three chapters: The main content of the first chapter is to display the current research and theoretical basis related to marketing strategies at home and abroad. The second chapter focuses on introducing the development history and marketing status of Highlands Coffee, mainly analyzing the company’s marketing strategy. Chapter 3 focuses on Highlands Coffee’s marketing strategy and expounds some opinions and suggestions based on the analysis in previous chapters.
Currently, although there are many reports and studies on marketing strategies, they lack depth and do not provide appropriate advice for company development. Therefore, this paper can be used as a document with reference and reference value for other companies in the same industry or scholars who want to understand the source of Highlands Coffee’s success.