Global - House of Coffee

8/8/2019 Global - House of Coffee

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GLOBAL MARKETING (MKT544)____________________________________________________________

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EXECUTIVESUMMARY

Marketing Plans are a very vital piece of information that any company would have to produce

before the very start-up of a business. It is a written document that lists down the necessary actions to

achieve one or more marketing objectives. A marketing plan is business plan but focusing on the aspectof marketing. Therefore, in this case, this marketing plan is about The House of Coffee, a company still

new, who is to become a distributor of coffees from established brands such as Nescafe, Radix and Old

Town White Coffee to name a few. Using each benefits available, The Coffee House Sdn Bhd, distributes

these coffee products mainly focusing on penetrating Vietnam market at the time being, simply because

of the political and environment itself that allows for foreign investments. Having to analysis, the

environment through the SWOT analysis, before actually plunging into the market, it could be seen that

the market of Vietnam is seen as very favorable based on theoretical analysis of the strength, weakness,

opportunity and threats. After many evaluations and considerations, The Coffee House Sdn Bhd has

developed a two-tiered strategic marketing plan, which in the first tier; focus on elements of positioning,

differentiation, segmentation, and also targeting. The second tier on the other hand consists of strategy

elements that cover offer, value, distribution, communication, and CPM/PRM. A detailed supporting

marketing plan helps to guide The Coffee House Sdn Bhd of what its effort should be in advertising and

promoting the products available. Strategies that include, IMC (integrated marketing communication)

are seen as very helpful. Other supports include channel members, promotion, website and even

marketing research. It is a plan of the effort and actions to be taken throughout the business.




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INTRODUCTION

COMPANY BACKGROUND

Basic Information

Name of the Company : House of Coffee Sdn Bhd

Business Addresses : PT 3051 Jalan Pantai, Sura Hujung, 23000 Dungun, Terengganu,

Malaysia

Website : www.houseofcoffee.com

Telephone Number : +609 788 9999

Fax Number : +609 789 9999

Form of Business : Private Limited Company

Business Type : Distributor for Coffee Product

Product / Service : Manufacture and Export Instant Coffee, Roasted Coffee Bean,

Ground Coffee, 3 In 1 Coffee And 3 In 1 Coffee Mix

Date of Commencement : 01st

April 2009

Name of Bank : Maybank

Bank Account Number : 198591089789




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BUSINESS DESCRIPTION

House of Coffee Sdn.Bhd is a coffee distributor companies that distribute many types and brands of

coffee. It is a Malaysian based company. Most of the product available at companies websites

(www.houseofcoffee.com) is came from various type of establish brand like Nescafe, Indo Café, Radix

Coffee, Power Root Coffee and many more.

The starting capital for House of Coffee is RM 65, 000. The head quarter is located in Dungun,

Terengganu with starting of four skilled workers. The administration department is only consist of the

shareholders itself to minimize the cost of paying the salary.

The main objective for the establishment is to sell wide range of coffee product through online market.

Most of the product offered is came from establish brand. Due to that factor, our company takes thisopportunity to be the distributor to market the product globally.

Currently the company future expansion is to enter into Vietnam s market. The selection of Vietnam is;

Vietnam is being second higher company after Brazil in producing coffee. Our company wants to explore

new market development and gain more exposure.

House of Coffee Sdn Bhd is emphasizing on the use of Business-to-Customer (B2C) concept and

Business-to-Business (B2B) concept in distributing the product. Our company is emphasizing this two

concepts because we can see the demand from both market models is high and can generate high

revenue for the company.

In order to maintain company position in the market, company is focusing at the company strategic

direction which is based on the goals and mission set up earlier. It is suitable with the company

positioning statement Coffee for All .




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1.0 SITUATION ANALYSIS

Before House of Coffee can enter into Vietnam instant coffee market, first and foremost

company need to undertake a situation analysis. Situation analysis will review the company s

environmental and SWOT Analyses. It also should review the existing marketing plan and any

other information that can be obtained regarding the company and the brand. It needs to cover

into several different areas such as:-

a. Product value / concept

Core benefit Basic product Augmented product

- Instant Coffee, Roasted

Coffee Bean, Ground

Coffee, 3 In 1 Coffee and 3

In 1 Coffee Mix

information.

- Ingredient info (in

dept- info)

- Latest news /

promotion

- Individual scale

- Advice (health

conscious)

Brand

Nescafe, Radix, PowerRoot, Old Town WhiteCoffee, Vitality

Core Benefit

Actual Product

Augmented

Product




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b. SWOT Analysis

The SWOT Analysis (strengths, weaknesses, opportunities, and threats) examines the House

of Coffee internal strengths and weaknesses with respect to the environment and the

competition and looks at external opportunities and threats. Opportunities may help define

a target market or identify new product opportunities, which threats are areas of exposure.

y Strengths

Broad geographic coverage The leading player in hot drinks in every

regional market, except North America

(in which it ranked sixth in 2007),

insulating it against downturns in

particular markets. Global leader in instant coffee

distributor

The company has a clear global lead in

the important coffee sector, which is

growing significantly in emerging

markets, accounting for 21% of global

value in 2007

Competitive advantage As Malaysian number one coffee

distributor, company gaining the

competitive advantage by having

established banded coffee under one

roof.

Capacity to pass on costs Company s size and marketing power

enable it to pass on a significant

proportion of the rising costs resulting

from increasing coffee and cocoa prices

to retailers and consumers




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y Weaknesses

Reliance on mass market The mass-market positioning of

company s core hot drinks brand,

presents significant difficulties in terms

of tapping into the growing demand for

premium coffee products.

y Opportunities

The premium trend Growing demand for premium coffee

products is creating opportunities for the

company to generate growth in mature

markets through the development of

brands and extensions.

Declining 15% of coffee producer Coffee output in this crop could decline

by 15% compared to the previous crop to

950,000 tonnes of coffee bean due to

prolonged rains.

Because the price of robusta is

decreasing in London market, soVietnam's coffee export price fell 4%.

It may become as an opportunity to the

company because the price of Malaysian

coffee is cheaper than Vietnam coffee




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y Threats

Dak-lak instant coffee open new

factory

The 288 billion VND mill, invested by

Singapore s Jayangti Pte.Ltd, is designed to

churn out 6,000 tonnes of instant coffee a

year, which makes it the largest mill of its

kind in Vietnam thus far.

House of Coffee Sdn. Bhd hard to compete

with local companies in terms of coffee

production.

Trung Nguyen open new factory Covering 30,000 square meters of Tan Dong

Hiep A Industrial Park, Vietnam s biggest

such factory yet can turn out 3,000 tons of G7-brand instant coffee a year.

Coffee crop because of the nature

environment, for example rain falls

Vietnam's early forecast of its falling robusta

output could exacerbate a deficit and dent

an expected price recovery on the world's

2009/10 coffee market due mainly to falling

output in top producer Brazil while demand

will keep growing.

The rains have had two effects: lowering

bean quality and early flowering, which

means the next crop's output will drop.

Competition from vinacafe Few years ago, instant coffee is a fertile soil

in Vietnam for foreign investors.

The annual demand for instant coffee

reached 5,600 tonnes, while production

capacity in Vietnam is a few only. In

2000,Vinacafé suddenly raised its

production capacity of instant coffee to 10

times, taking back 45 percent of

the market shares.




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c. PEST Analysis

Political and Legal Environment

Starting the 2006, the Unified Law Enterprise 2005 (ULE) and Common Law on Investment2005 (CLI) replace the Law on Foreign Investment (FIL) and governing foreign direct and

indirect investment in Vietnam. By applying the new act, it allows the foreigners to invest in

most of the Vietnam industries such as agricultural activities, new materials, high

technology, development research, environment protection and others.

From that House of Coffee Sdn. Bhd try to penetrate the Vietnam market because of the

political and legal environment that applied by the Vietnam government is allow the foreign

investment in the country.

From that House of Coffee Sdn. Bhd try to penetrate the Vietnam market because of the

political and legal environment that applied by the Vietnam government is allow the foreign

investment in the country.

Economic Environment

Starting 1986 the Vietnam government introduced the economic renovation, which is

government expresses the strong support for private sector. The Gross Domestic Product

(GDP) level increasing year by year starting from 2000 until 2007 but it becomes slower in

2008 because of the world economic downturns.

In order to increase the income level, Vietnam government encourages the foreign

investment that may supply money to the country for the economy and social activities and

country developments.

Social Environment

The international communication system has been upgraded in Vietnam as a respond

towards the increasing market demand of the coffee consumption among the Vietnamese.

In order to deliver the message of the product offering, House of Coffee Sdn. Bhd using the

traditional communication such as newspaper and also the electronic communication tools

such as web site to approach the target audience.




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House of Coffee Sdn. Bhd should consider the best language to approach the Vietnamese.

House of Coffee Sdn. Bhd choose to use English in advertise the product offerings in web

site (www.houseofcoffee.com), Vietnam newspaper such as Vietnam Investment Review

newspaper, and Vietnam magazines such as Vietnam Economic News Magazine and

Vietnam Economic Times Magazine.

Technological Environment

Technological environment here mean the latest technology that be used by House of

Coffee Sdn. Bhd in ensuring that our coffee products reach its targeted destination for

example customers without jeopardizing the high quality of the product offering especially

in terms of packaging and goods delivery. Since House of Coffee Sdn. Bhd is a distributor and

not manufacturers, the company see technology advancements that effects out companyenvironment as the channels that help us with our distribution. These channel members

may include transportation companies and also logistic arrangements. The following

elements are explained in detailed as below.

Transportation

Transportation is a medium that is used in order to move our products from one place

to another. It could be through many forms which include rail, road, air or sea. In our

case, The House of Coffee Sdn. Bhd. we begin by sending our coffee products to

Kemaman Port which is located in Terengganu. This is due to the deep sea that the port

has which makes it easier for ships to sail through.

Other than that, travelling to West Port in Klang, Selangor would just seem too

ridiculous. Shipping through the ocean medium would take an estimated time of at

least 5 days. Later, from there, in order to transport our coffee to local intermediaries,

we prefer using road transportation to make sure that our products reach our

customers, even though roads in Vietnam is well-known for its traffic congestions, butaccidental occurrence is statistically low, especially in 2002 till 2003 (Transport in East

Asia and Pacific, The World Bank).




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Their road system include national roads administered by central level, provincial roads

administered by provincial levels, district roads administered by district level, and urban

roads managed by towns and cities. Other transportations were considered during pre-

postal, but in Vietnam, other transportation would lead to late arrival of our products.

The destination of our products will go through the route from Ho Chi Minh City Port

until our local intermediaries Anh Phuong located at the address of The Ben Thanh

Market, The No. 3 Door, Weast Gate, Ho Chi Minh City, Vietnam. Therefore in order for

our products to reach the destination, road transportation by hiring a local

transportation company, Tuyet Transporters.




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2.0 LINK E-BUSINESS WITH E-MARKETING STRATEGIES

After reviewing the marketing and e-business plans, House of Coffee need to conduct strategic

planning in achieving the firm e-business goals. An important part of the process is to define the

potential revenue streams. House of Coffee had select e-commerce as one goal, which is

planning to bring in money from selling selected product online. After reviewing the e-business

goals, companies create supporting e-marketing strategies. For clarification we present this as

Tier 1 and Tier 2 Strategies:-

TIER 1

E-MARKETING

STRATEGY

TIER 2

TIER 1 E-MARKETING STRATEGIC PLANING

POSITIONING

Positioning refer to how we want to position our brand in the minds of customer. At House of Coffee,

the tagline use is Coffee for All . The tagline will portray the image that company can serve everybody

need.

DIFFERENTIATION

House of Coffee is differentiating with other company. With just one click, customer can easily purchase

many types of branded instant coffee under one websites. Customers no longer have to go to different

URL address to purchase the coffee they want.

POSITIONING

OFFER

DIFFERENTATION SEGMENTATION

TARGETING

CPM /PRM

COMMUNICATION

DISTRIBUTION

VALUE




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SEGMENTATION

House of Coffee is optimizing on mass segmentation. This is because, the population Vietnam have a

larger size of the segment, they have almost 85.2 million of populations. This huge population have

giving an opportunities to the company in order to distribute the products. The opportunities thecountry has to offer have been greeted enthusiastically by foreign investors, and since 1988 investment

pledges have reached over 1,200 foreign investment projects having an aggregate investment capital of

over US$16 billion. Besides that the coffee is one of the largest agriculture product produce by the

Vietnam.

TARGETING

Due to the implementation of the mass segmentation, House of Coffee customer is targeted globally.

Currently companies are serving the Malaysian market and plan to enter into Vietnam s market. At this

phase, company is trying to satisfy customer needs and want by deliver good quality product from good

branded coffee product. Moreover, research also will be conducted from time to time to time in order

to study customer needs and wants according to their lifestyle and culture.

TIER 2 E-MARKETING STRATEGIC PLANNING

THE OFFER : PRODUCT STARATEIES

As company is implementing online selling it will enable company to provide customer with the

latest information. As being mention earlier, House of Coffee is implementing business-to-

customer (B2C) and Business-to-Business (B2B) business model. For the B2C market, individual

customer can purchase the product as much as they want. Discount will be given based on the

quantity and loyalty record. In favor of the B2B market, company try to serve customer or

company that want to purchase the instant coffee in large quantity or in bulk purchasing. They

will be special pricing scheme for each bulk purchasing.

THE VALUE : PRICING STRATEGIES

The House of Coffee must decide how online product prices will compare with offline

equivalents. Due to that factor, House of Coffee had differing the cost of sorting and delivering

products to individuals through the online channel as well as competitive and market concern.

Currently company is implementing in Cost Plus Pricing and Dynamic Pricing.




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Cost Plus Pricing

The basic pricing strategy involves simply adding a fixed markup to the product cost. As

House of Coffee work as distributor, it is necessary for the company to mark up the

price so that company can cover up some cost such as management cost, overhead cost,

wages and salaries and so forth.

Dynamic Pricing

This strategy applies different price level for different customer or situations. For

example, a first time buyer or someone who hasn t purchased for many months may

receive lower prices than heavy users, or prices may drop during low demand periods.

DISTRIBUTION STRATEGIESHouse of Coffee plays a role as an instant coffee distributor for various types of coffee product

such as Vitality Coffee, Radix Pre Mixture Coffee, Old Town Nan Yang White Coffee O and

Nescafe 3 in 1 Coffee. Due to the factor that the entire coffee product is from Malaysian based

product, Company has selected local intermediaries in Vietnam. It is located at Ho Chi Min City,

Anh Phuong Store, The Ben Thanh Market, The No.3 Door-West Gate.

The reason of having the local intermediaries is to reduce companies shipping cost. As

companies receive order from Vietnam, the local intermediaries will take responsibility to

sHouse of Coffee at Vietnam.

Currently the population of Ho Chi Min City is 87 375 000 people. The strategic location of Ben

Thanh Market has influence House of Coffee to allocate companies local intermediaries there. It

is not only serve Vietnam people but also other tourist that come to Vietnam. This is because,

Ben Thanh is one of the famous place in Vietnam where it is like heaven of shopping where

everybody will come.




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MARKETING COMMUNICATION STRATEGIES

The internet spawned a multitude of new marketing communication strategies, both to draw

customers to a Web site and to interact with brick-and-mortar customers. House of Coffee is

using Web pages (www.houseofcoffee.com) and email ([email protected])

to communicate with their target market and business partners.

Companies build brand images, create awareness of new products, and position products using

the Web and email. Database marketing is key to maintaining records about the needs,

preferences, and behavior of individual customers so companies can send relevant and

personalized information and persuasive communication at strategic times.

RELATIONSHIP MANAGEMENT STRATEGIESHouse of Coffee will encourage the customer relationship management strategies in two ways:-

Individualization

The level of individualization reflects the degree to which firm customer interaction are tailored

or customized to the individual user. For The Coffee House Sdn. Bhd. when we say

individualization, there are actually no elements of individualization as The Coffee House Sdn.

Bhd. targets customers in mass quantity. We have no specific target customers, hence the

slogan Coffee For All .

Interactivity

Interactivity is defined as a two-way flow of communication between the firm and the

customers. It is not enough that communication flows are frequent, interactivity require a

dialogue between firm and customer in which both parties listen to, respond to, and serve the

needs of the other. In the case of The Coffee House Sdn. Bhd, we contact with our customers

through e-mail. Any updates, reports, complaints, and suggestions could be communicated

between us and our customers through e-mail.




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3.0 OBJECTIVES

House of Coffee has its own e-marketing objectives to be achieved, which include:

To increase market share.

With the use of internet, it is easier for House of Coffee to reach the customer across the

boundary. Even though House of Coffee is a Malaysian base company there are no

barriers for company to enter other company including Vietnam.

To increase sales revenue (20 thousand units per month).

Currently the company sales revenue is 10 thousand units per month. Because of market

expansion to Vietnam, it had brought opportunity for House of Coffee to increase the

sales revenue to 20 thousand units per month.

Reduce promotion cost.

One of the advantage of using the internet is, it can reduce the companies promotional

cost. It is because; companies can easily advertise companies and product information at

company s websites. It does not involve any additional cost such as paying other agencies

to advertise about the company.

Improves companies databases.

Currently there are about 100 customers who are loyal to House of Coffee. With the use

internet marketing, it can enhance the company s database. It is not only focusing to

increase the number of customer but also in handling customer information in correct

way. In a sense of having a systematic system.




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Online Goals Online Strategies

Online

Advertising

Database

Marketing

Direct E-Mail Online Sales Viral

Marketing

Find affiliates No No No No Yes

Gather

customer

information

No Yes Yes Yes Yes

Improve

customer

service

No Yes Yes Yes Yes

Increase brand

nameawareness

Yes Yes Yes Yes Yes

Sell goods or

services Yes Yes Yes Yes Yes

Enhance

company

image

Possibly Yes Yes Yes Yes

Engage in

suggestive

selling

Possibly Yes Yes Yes Yes

Generate sales

leads No No Yes Yes Yes

E-MARKETING OBJECTIVE-STRATEGY MATRIX




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4 .0 IMPLEMENTATION PLAN

4 .1 PRODUCT BRAND STRATEGY

A. Customer targets

y Size/growth of the segment

Company used mass segmentation. Vietnam have a larger size of

the segment, they have almost 85.2 million of populations. This

huge population have giving an opportunities to the company in

order to distribute the products. The opportunities the country has

to offer have been greeted enthusiastically by foreign investors, and

since 1988 investment pledges have reached over 1,200 foreign

investment projects having an aggregate investment capital of over

US$16 billion. Besides that the coffee is one of the largestagriculture product produce by the Vietnam.

y Opportunities for obtaining competitive advantage

Vietnam has large land resources which have irrigated land about

30000sq km. From the land they have used 20.14% as an arable

land, 6.93% as permanent crops and the 72.93% is used for others

functions. Vietnam also are full with the several ways of

transportation which is inland waterways, roads and highways,

urban transports, rural transports, railways, air transports, and ports

and shipping.

y Resources available

They are several resources that help the Vietnam government to

manage and control the economy. Its have been separated into 2

types which is natural resources and the water resources. The

natural resources are phosphates, coal, manganese, bauxite,

chromate, offshore oil and gas deposits, forests, hydropower. They

also have 891.2 cu km of total renewable water resources.




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B. Competitor targets

They are three main competitors for House of Coffee product in Vietnam.

Firstly is Vinacafe Bien Hoa Joint-stock Company. It is situated at

Bien Hoa Industrial Zone, Dongnai Province, Vietnam. Vinacafé has produces 1,000

tonnes of coffee a year. Products produced by Vinacafé Joint Stock Company have

been exported to more than 20 foreign markets including the US, China and Taiwan.

Second, is Trung Nguyen. It was established in 1996 and being processing coffee in

Ban Me Thuoc city. Trung Nguyen coffees using Arabica, Robusta, Chari (Excelsa),

Catimor, Liberica and other diverse varieties preserve the unique flavors and robust

nature of the coffee plant and help to create bean blends that are unique and simplybroader and better in flavor than any single-source coffee can be.

GIA NGUYEN, with over 10 years of Producing and Trading experience, has been the

leading producer and exporter in Vietnam. Besides coffee Gia Nguyen also being as

main competitors.

C. Product / service features

y CORE STRATEGY

For the core strategy, companies have used cost/price (value)

strategy. Company used cost based pricing in order to match the

price and the quality of the products. Besides, as distributors, they

used the cost/price strategy to help them mark up the price to get

the revenue or profits.

y VALUE PROPOSITION

As position by the manufacturers the product that we are selling is

tasty, high quality products, famous brand name, and was already

establish to several country. Besides that, this coffee was suitable to

everybody without limit the aged or genders. This product also




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valuable to be purchase because it has a suitable price that can be

purchase by every level of customers.

y PRODUCT POSITIONING

In order to attract the customer s awareness, company used the

tagline COFFEE FOR ALL . This tagline will help the company to

position their brand to the mind of the customers.

SUPPORTING MARKETING PROGRAMS

A. Integrated marketing communications plan

y

Company wanted to increase the number of the customers and attractmore prospects to buy the product, so they have used both advertising and

promotions altogether.

B. Advertising

y Company used several advertising media such as the mass media and the

printed media. In the mass media company used radio and for the printed

media company used selected magazine and newspaper. Example of the

newspaper is Vietnam Investment Review and example of Vietnam

magazines is Vietnam Economic News Magazines, Vietnam Economic Times

Magazines. This media being selected because it was much cheaper

compared than other media. They also help to reach the customers

effectively.

C. Promotion

y In order to create and maintain the relationship with the Vietnam

customers, companies have selected few local intermediaries at several

areas like Ho Chi Min City. So from the local intermediaries company make

sample, point of purchase display and so forth. The product can be purchase

at Anh Phuong, located at The Ben Thanh Market, The No.3 Door-Weast

Gate.




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D. Price

Bil Items US Dollars Ringgit

Malaysia

Vietnam

Dhong

1 Nescafe 2.5 9 4 0,000

2 Vitality 3.5 13 56,000

3 Radix 4 .5 17 72,000

4 O-Town 3 11 4 8,000

E. Channels

y Company has selected local intermediaries located at Anh Phuong Store,

located at The Ben Thanh Market, The No.3 Door-Weast Gate, Ho Chi MinhCity.

F. Customer management activities

y Company provides the email address to the customers so that, they can

email any suggestions, recommendations, problems and so forth directly to

the company. Besides that they can resent the product that damage and get

the money back guarantee. For the loyal customers, they can get discount

and rewards.

G. Websites

The company websites is www.houseofcoffee.com.

H. Marketing research

In order to ensure the success of the company, companies have distributed the

questionnaires to gather the information and the feedback from the customersabout the products, before and after sales. They also make a research about the

competitors and the market potentials.




5.0 BUDGETING (PER MONTH)

NO ACTIVITIES BUDGET A

1 Market Survey

2 Media Campaign

3 Paper Work

4 Web design

5 Accommodation

6 Transportation

7 Wages and Salary

8 Payment and Equipment

9 Cost of Printing

10 Information Sheets distribution

11 Additional cost

TOTAL




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6.0 EVALUATION PLAN

Once the e-marketing plan is implemented, its success depends on continuous evaluation. This means,

House of Coffee must have tracking systems in place before the electronic doors open. The evaluation

plan consists of two stages, which are:-

Performance Standard

Marketing Manager responsible - reporting all financial expenditures, including personal

salaries and direct expenses for the segment of the product.

Marketing Manager - adherence to the project budget and will report overages to the

company Chief Executive Officer on monthly basis.

Product offering will be evaluated on last quarter basis to determine profitability.

Product development and market positioning expenses will be distributed over 1 year

period and will be compared with gross income generated during the previous and same

period.

Monitoring Procedure

Project management concept.

Perpetual comparison of actual and planned activities will be conducted on a monthly

basis for the first year and on a quarterly basis after the initial implementation phase.

Each project team is responsible for determining what changes must be made inprocedures, product focus, or operations as a result of the studies conducted in its area.




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CONCLUSION

It could be concluded that even though as a starting company, The Coffee House Sdn Bhd has

fully understand the situation and the flow of what they are to face in the business environment.

Vietnam is country that many people on first impression may think that it is unsuitable for businesses,but The House of Coffee Sdn Bhd, saw this as an opportunity to spread and distribute local coffee

products from Malaysia and penetrate a different market. Thus, each steps and guideline has to be

planned and discussed in detail. The House of Coffee Sdn Bhd has identified of what needs to be done

and before actually penetrating Vietnam. Even though that strategies and goals are outlined, in this

marketing plan, it is just based on theory; therefore any changes of the environment could affect a small

organization as small as The House of Coffee Sdn Bhd. But, even so, close monitoring plays an important

rule so that any appropriate actions could easily be taken if the condition needs it to. It could be seen

that by all means, The House of Coffee Sdn Bhd, is trying its best to maintain a relationship with its

customers with programs and strategies that include individualization and also interactivity. This is due

to the reason that The House of Coffee Sdn Bhd sees its customers as a very highly priced asset and if

possible is to maintain the relationship instead of just a transaction. The House of Coffee Sdn Bhd may

be spending a whole lump sum of cash in order to promote and advertise their business operation be it

online or a web page. This action taken is to hopefully create even the slightest bit of awareness to its

prospected customers, which is anyone, anywhere. The tagline of Coffee for All is as suitable as the

taste for anyone to drink it!




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REFERENCE

SOURCES FROM INTERNET

www.intelasia.net

www.vietnam.info//vietnam_business_finance

www.vietnamnetbridge.com

[email protected]

SOURCES FROM BOOK

Judy Strauss, Adel El-Ensary and Raymond Frost, E-Marketing, 3 rd Edition, Prentice Hall

Rafi A.Mohamad, Robert J Fisher, Bernard J Jaworski, and Gordon J Paddison, Internet

Marketing Building Advanatge in a Network Economy, 2 nd Edition, Mc Graw Hill

Lehmann and Winer, Product Management, 4 th Edition, Mc Graw Hil




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Global - House of Coffee