Highland Coffee Case Study
BACKGROUND
According to Scofield (2011), Vietnam is the second the largest coffee producer in the world which the amount goes up to thousand tons every year. Therefore, it becomes a potential market for any investors and Highlands Coffee is not an exception.
Highland is a Vietnamese coffee shop chain and producer and distributor of coffee products, established in Hanoi by David Thai – a Vietnamese American in 1998. The founding of Highland Coffee Company marked the first time an Overseas Vietnamese was able to register a private company within Vietnam. In the 1980s and early 1990s, David Thai witnessed the rise of the Starbucks coffee chain from a small company in his hometown of Seattle to a multinational corporation. He later cited this as the inspirations behind the founding of registration marked the first time an Overseas Vietnamese was able to register a private company of any kind in Vietnam. Two years later in 2000, the company was registered as a joint stock company, again a first for an Overseas Vietnamese.
Highland is now having about 668 million dollar for the domestic market size and is growing at double digits. With the three main kinds of products including Roast and Ground, 3in1 and RTD are served via supermarkets, hotels, restaurants and cafés, Highland Coffee wants to bring to customers feel comforted from the reassurance that comes with traditional and trusted value. Highlands is the only brand in Vietnam which combinesquintessence of the world and traditions of Vietnam, old and new, the East and the West. As of 2009, the company operated 80 coffee shops in six cities and provinces across Vietnam: Hanoi, Ho Chi Minh City, HaiPhong, Da Nang, Vung Tau and Dong Nai.
OVERVIEW
SOME DETAIL ABOUT HC David Thái is the founder of Highlands Coffee. He was also the first overseas Vietnamese successfully register a private company on Viet Nam.
Highlands coffee (HC) is one branch of Viet Thai International: F&B(food and beverage).
According to Scofield (2011), Vietnam is the second the largest coffee producer in the world which the amount goes up to thousand tons every year. Therefore, it becomes a potential market for any investors and Highlands Coffee is not an exception.
Highland is a Vietnamese coffee shop chain and producer and distributor of coffee products, established in Hanoi by David Thai – a Vietnamese American in 1998. The founding of Highland Coffee Company marked the first time an Overseas Vietnamese was able to register a private company within Vietnam. In the 1980s and early 1990s, David Thai witnessed the rise of the Starbucks coffee chain from a small company in his hometown of Seattle to a multinational corporation. He later cited this as the inspirations behind the founding of registration marked the first time an Overseas Vietnamese was able to register a private company of any kind in Vietnam. Two years later in 2000, the company was registered as a joint stock company, again a first for an Overseas Vietnamese.
Highland is now having about 668 million dollar for the domestic market size and is growing at double digits. With the three main kinds of products including Roast and Ground, 3in1 and RTD are served via supermarkets, hotels, restaurants and cafés, Highland Coffee wants to bring to customers feel comforted from the reassurance that comes with traditional and trusted value. Highlands is the only brand in Vietnam which combinesquintessence of the world and traditions of Vietnam, old and new, the East and the West. As of 2009, the company operated 80 coffee shops in six cities and provinces across Vietnam: Hanoi, Ho Chi Minh City, HaiPhong, Da Nang, Vung Tau and Dong Nai.
OVERVIEW
SOME DETAIL ABOUT HC David Thái is the founder of Highlands Coffee. He was also the first overseas Vietnamese successfully register a private company on Viet Nam.
Highlands coffee (HC) is one branch of Viet Thai International: F&B(food and beverage).