1) company profile

- BACKGROUND: Phuc Long is regarded as one of the "Big 4," or the four industry
titans in Vietnam for tea and coffee, along with Starbucks and Highland Coffee and
Coffee House. Phuc Long, who was born in 1968 in the well-known tea region of
Bao Loc, has rapidly grown thanks to the traditional knowledge that has been passed
down from father to son in all aspects of production and business. At first, Phuc
Long stores served only as places to introduce and sell goods. However, in 2012, the
company "stretched itself" by radically altering its business plan and starting to build
a network of chain stores to promote its brand. "Phuc Long Coffee & Tea House"
shop. Because of this shift, Phuc Long has been successful and has helped set a
pattern for younger people in the industry, making even the "old-timers" cautious.
Despite being "born late" and facing competition from both domestic rivals like
Trung Nguyen Legend and global "giants" like Starbucks and The Coffee Bean &
Tea Leaf, Phuc Long manages to keep his shape and position
- FIELD OF ACTIVITY: Production, export, and trade of completed tea and coffee
products is the activity's field. The shop system's food and beverage service industry:
a variety of foods and beverages; a variety of cakes, including salty cakes; Door-to-
door transportation service.
- BRAND: The brand is currently revamping its customer approach, promoting the
brand with a new identity design, and placing its ads in prominent spots throughout
big cities. Phuc Long is the brand with the fourth-highest revenue in F&B market,
specifically after Highlands Coffee, Starbucks, and the Coffee House.
- CUSTOMER SET:
+ Customer can be divided into 2 group: those who purchase completed goods
( coffee and tea) and those who purchase goods made at the chain’s resort.
 Even though it is a "late-born" company, Phuc Long has left an impression on
customers and is also a formidable competitor to other companies in the F&B
industry. In addition, Phuc Long is a company that always renews itself and
keeps up with trends so as not to be left behind in this race. Therefore, the
company always has a fixed, loyal customer base.

2) Vision, mission, core values

3) IntroductiEstablished
in
1968 in Bao Loc tea plate
Introduction
vision, mission, core value
- Vision
 Phuc Long is a firm that is passionate about using sustainable development to
increase its market. Its goal is to become a leader in the production and export of
premium coffee and tea from Vietnam.

Phuc Long wants to establish a Vietnamese brand whose exceptional excellence is

known worldwide.
- Mission
Phuc Long's four primary goals are as follows:
+ Firstly, establish himself as a trailblazing leader in the tea and coffee sectors with
creative concepts.
+ Secondly, creating brands together, bringing concepts to life in a cohesive manner,
listening to one another with respect, and inspiring one another
+ Thirdly, every Phuc Long employee needs to continuously improve, learn new
things, and revitalize themselves to bring happiness and satisfaction to the
company's patrons.
+ Finally, Phuc Long creates the maximum value for clients and satisfies them with
all of their expertise, sympathy, and truly helpful ideas.
- Core values
1. To the consumers: Commit to providing the highest caliber goods and services.

2. To the staff: Keep enhancing the formal, lively, and imaginative work atmosphere.
Assist in creating a just and equal workplace that encourages career progression.
3. To the community: Maintain a healthy balance between the company's and the
community's benefits, participate actively in the community's social events, and
always behave with a strong sense of responsibility
=> This is an ambitious and strategic aim from Phuc Long, demonstrating the
company's long-term vision and desire to solidify Vietnamese tea and coffee's place
in the global market. The business also continues to uphold its basic principles.
fundamental as well as striking a balance between the community's and the
company's interests

3) Environmental analysis
- Macroeconomic environment
+ Economy: It makes perfect sense to locate the first stores in Ho Chi Minh City
since the population's greater affluence has led to a significant demand for non-food
items like tea and coffee.
+ Legal politics: Phuc Long boldly joined the F&B industry after registering its
trademark with the Vietnam Intellectual Property Department and moving on from
raw material selling.
+ Demographic: Vietnam is in the midst of its "golden population" period and the
country's exceptional economic growth rate will also draw food service companies to
Vietnam.
 + Science and technology: As the fourth industrial revolution progresses , they will
be a powerful tool for developing new goods that can rival existing ones.
- Microeconomic environment
+ Supplier: It can be argued that Phuc Long has been self-sufficient for its suppliers
as it used to be a seller of tea and finished coffee ingredients but later turned into a
self-manufacturer when there was a self-production facility in Binh Duong and a tea
hill in Thai Nguyen. Its Phuc Long Coffee & Tea chain includes this establishment.
In addition to primary raw materials, indirect supplies of tools and utensils are
required, such as kitchen appliances (coolers, freezers, ice grinders, etc.); food
processing tools (knives, chopping boards, fruit cutters); material shaping tools
(pruners, paring knives, chisels, etc.); and storage tools (cups, trays, etc.).
Furthermore, there are ventilation, lighting, and water supply, and drainage systems.
+ Customers: To better itself, Phuc Long constantly conducts thorough product
research to offer its clients novel and intriguing experiences while upholding a
respectable palate. Because of its dedication to offering the highest caliber of goods
and services, Phuc Long consistently keeps its place in the hearts of its clients.
+ Competitors: The F&B market in Vietnam is like a newly baked piece of cake that
any business in this field wants to acquire. Phuc Long can divide his opponents into
the following three subjects:
 Direct competitors: Trung Nguyen (Vietnam), Starbucks (USA), Highlands
Coffee (Jollibee- Philippines), The Coffee House (Vietnam), ……
 Potential rivals include private beverage stores, coffee shops, milk tea
businesses, and private tea and coffee manufacturers.
 Other rivals include Mix pennywort, Ba Gia pennywort, Ha Long pearl milk, and
some soft drink brands ( Coca, Pepsi,….),……

 Given the factors mentioned above, it is evident that Phuc Long enjoys a
significant competitive advantage over its rivals; nonetheless, Phuc Long's
actual market share is comparatively lower. To outperform its rivals and elevate
the Vietnamese brand to a global level, Phuc Long needs to make the most of
the resources at its disposal. Despite having many great competitors in an
incredibly competitive market like food and beverage, Phuc Long will always
hold a special place in the hearts of its patrons because of its current strengths
and potential for future growth.