National Economics University International Bachelor Degree

Project Report Marketing Mix 4PS Analysis of The coffee bean and tea leaf in Hanoi

Hanoi, August, 2015

Table of Contents

Table of Contents 2

Table of Figures 3

ACKNOWLEDGEMENT 4

I. Introduction 5

1. Background 5

2. Rationale 5

3. Research questions 5

4. Research methods 6

II. Literature review 7

1. The coffee bean and tea leaf 7

2. Marketing mix 4Ps 8

III. Major finding 10

1. Product 10

2. Price 13

3. Place 15

4. Promotion 16

IV. Conclusion 19

Appendix 20

1. References 20

2. Questionnaire 20

Table of Figures

Figure 1 Customers' opinion about the choice in menu 10

Figure 2 The Coffee bean and tea leaf food 11

Figure 3 The frequency of using extra foods and cakes 12

Figure 4 The average of price 13

Figure 5 Customers' attitude about price 14

Figure 6 The most popular The coffee bean and tea leaf in Hanoi 15

Figure 7 The reasons making customers chose each coffee shop 16

Figure 8 The ways people know about the coffee bean and tea leaf 17

Figure 9 Sales promotion strategy 18

ACKNOWLEDGEMENT

In this assignment, I was given help and suggestion from a lot of people. Firstly, I would like to give my special gratitude to our instructor – M.s Pham Phuong Lan for providing me many suggestions and encouragement, which helped me to complete this assignment.

In addition, I want to express my appreciation to all participants, who took their precious time to finish my survey to help me with my subject.

I would like to thank all the people for their help directly and indirectly to complete this assignment.

Introduction

Background

A long time ago, coffee