Nguyen Quang Tu - s3874548

BUSINESS SITUATION BRIEF

MARKETING Nguyen Khoa Vy Anh - S3880308

RESEARCH MANAGEMENT DECISION PROBLEM

Le Tuan - S3651310
MARKETING RESEARCH BACKGROUND

Nguyen Tran Hai Quan - s3892186

RESEARCH PROBLEM STATEMENT

Pham Minh Tri - S3894297

UNIT OF ANALYSIS & VARIABLES
COFFEE & TEA CAPSULES | SUPPLIERS

Ngo Minh Hieu - S3740863

OBJECTIVES & QUESTIONS
 Market Size
Market Overview Continuous increase in Retail Value (billion vnd)
12,500
Coffee Market in Vietnam 10,000
7,500
(Passport 2020) 5,000
2,500
0
2015 2016 2017 2018 2019 2020

Key Company in Capsules

Distribution
Top distribution networks for capsules/pod products

Independent Store Modern Grocery Retailers E-Commerce

OVERVIEW OBJECTIVES

Established in 2020, first product launch in August SHORT TERM

2020 Increase brand awareness => customer

acquisition

B2C Product: In depth customer research => insights about

3 variables in Coffee Capsules demands

3 variables in Tea Capsules Expansion in HCM & Hanoi

B2B Solutions: F&B starting packages MID TERM:

Revenue: ~250 millions VND Able to support the vendors by the R&D system

Main Channels Get more contractual entrepreneur

Diversify product lines
LONG TERM:
Expansion to foreign market
Independent Store ~3200 likes ~10K followers
Maintain consistent sales revenue
STRENGTH WEAKNESSES
Weak & inconsistent digital appearance & media
Good quality at lower price.
communication.
Clean & Traceable origins.
Low brand awareness & engagement.
Creative freedom - ability to individualize.
Unique selling point is not distinctive enough.
Simple & practical for B2B customers.
"A Modo Mio" standard may create negative side effects.
In-house R&D for constant development.
Low number of distribution/sales/communication channels

OPPORTUNITIES THREAT
Trend in using domestic product & minor brands (Lam Giang, Environmental concern.
2020). Global brands with unlimited resources.
Trend in consuming non-alcoholic beverages (Deloitte 2021). High level of competition after Covid-19. (Passport 2020)
Due to the pandemic & behavior switch, consumers seek for Quite consolidated market.
more simplicity & convenience in tea & coffee (Castellana F et
al 2021 & Quynh Chi, 2018).

Business Situation
MANAGEMENT DECISION

Understanding & Defining suitable target segment, then develop a set of communicating
plans and strategies that are compatible to such target => better approach towards potential
customer.

Adjusting the marketing & communication strategies: marketing expense, media

operation & sales & services => to gain awareness, increase engagement and conversion rate.

Develop suitable approaches in both B2C & B2B based on channels

evaluations, market trends & consumer analytics => better sustainability
MARKETING RESEARCH BACKGROUND

a. Market trends in Vietnam

Capsule Coffee is anticipated to grow popularity ( Mordorintelligence,

n.a).

The Vietnam coffee market will grow to 14.2 trillion VND by 2025 (
Euromonitor, 2021)

→ There are opportunities for small coffee company to expand their

operations.
MARKETING RESEARCH BACKGROUND
b. Direct competitors
Nestle, Vinacafe and Trung Nguyen are
dominating the Vietnam coffee market
(Mordorintelligence, n.d)

SME's competitors: Greenfields, Sagaso

b. Indirect competitors
MARKETING RESEARCH BACKGROUND
d. Changes in Consumers Behavior

Outdoor
Place for friends and family to
gather A way to find inspirations outside of the office
Low plastic chairs space (Ashavi, 2019)
A very casual setting Then Now A place to also meet partners and customers
“Ca Phe Coc” (Ashavi, 2019)

People on small wooden stools having breakfast in The Workshop Coffee (VietnamTravel, n.d)
the morning at Tuong Vy coffee shop (Klodien 2019)
MARKETING RESEARCH STATEMENT

Identify market gaps, trends & potential target

customers for both B2C and B2B operations

Evaluate in details the overall performance in major

aspects in comparison with competitors.

Identifying potential driven factors toward ZKafe's

brand awareness & engagement

Analyzing the consumers' behaviors and forecasted

demands for capsules market
 UNIT OF ANALYSIS

Consumer/Market Distribution & Operation

City/Subculture Communication channel

Competitors
Variables
OBJECTIVES & QUESTIONS
Explore the consumptions trend and changes of the coffee market
What are the key pain points and expectation from customers?
What are the driving factors toward purchase decision?

Define suitable target segment/ audience for ZKafe in B2C

What are the traits of current ZKafe’s users?
What customer segmentation is the most beneficial and optimal for ZKafe to target?
What traits and behavior of ZKafe’s users can we exploit to create better engagement and
impression of the brand?

Identify suitable marketing/communication channels for ZKafe to focus on

Which channels provide the best engagement, awareness, and conversion outcomes while still
aligning with ZKafe financial and operational conditions?
What solutions can ZKafe use to enhance the efficiency of its marketing operations?
OBJECTIVES & QUESTIONS
Define suitable marketing strategies for specific regions
What are the traits of consumers/markets in Hanoi and HCM?
What are factors impacting their decision-making ability?

Identify major factors that impact the brand awareness level of ZKafe.
Were the first-mover advantage an opportunity for Zkafe’s brand to get deep into the
subconscious of consumers?
How can ZKafe distinguish itself in the Vietnam coffee capsule market in particular and the
Vietnam coffee market in general? How did it impact their brand recognition?

Identify competitive advantages & disadvantages, market gaps, and

opportunities for later adjustment in positioning and marketing strategies.
What channel and how are our direct competitors in coffee capsules communicating with
customers in comparison with ZKafe?
What factor influencing conversion can ZKafe exploit to gain more competitive advantages?
ANY QUESTIONS?
Appendix

Vietnamese prefers
local/domestic brands for non
alcoholic beverages (Statista)

Distribution channel of Coffee Vietnam (Passport)

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