BUI NGUYEN KIM THANH
Submitted in partial fulfillment of the requirements for the degree of
MASTER OF BUSINESS ADMINISTRATION
BOLTON BUSINESS SCHOOL
Date 28 AUGUST, 2012
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Contents
Figure A: Percentage of market share of coffee player in Vietnamese market 12 Figure 1: Marketing Mix Strategy 12 Figure 2: Influence Diagram of Marketing 7Ps 16 Figure 3: The Importance of Market Segmentation 17 Figure 4: Top of Mind Brand Recognition 43 Figure 5: Spontaneous Aided Brand Recognition 44 Figure 6: Prompted Brand Recognition 44 Figure 7: The Most Suitable Source 45 Figure 8: (Part Ii, Q12c, Questionnaire) 46 Figure 9: (Part Ii, Q13a, Q13b, Questionnaire) 47 Figure 10: (Part Ii, Q13a, Q13b, Questionnaire) 48 Figure 11: Percentage of Repeat Customers 49 Figure 12: Location Ranking 50 Figure 13: Price Comparison 51 Figure 14: Brand Personality 52 Figure 15: Coffee Taste Ranking 52 Figure 16: Assessment of Coffee Style 53 Figure 17: Customer Decision Making Criteria 54 Figure 18: Customer Decision Making Criteria 55 Figure 19: Customer Decision Making Criteria 55 Figure 20: Customer Decision Making Criteria 56 Figure 21: Drinks Most Often Purchased 57 Figure 22: Assessment of Gloria Jean’s 58 Figure 23: View of Coffee Shop Location 59 Figure 24: View of Coffee Shop Location 60
Table 1: The revenue 2011 with respect to the components of total revenue
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CONTENT
Chapter One General Overview Abstract.......................................................................................................................6 Acknowledgement.......................................................................................................7 1.1 Introduction...........................................................................................................8 1.2 Gloria Jean’s’ Overview and Statement of the Problem......................................9 1.3
References: Mark your age? [Circle the code below] From 20 – 25 yrs. (1991 - 1986) From 26 – 29 yrs. (1985 - 1982) From 30 – 35 yrs. (1981 - 1976) The groups of age not to belong the above groups Occupation [SA] Code 1 2 3 4