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1. Hồ Tùng Anh

2. Ngô Việt Anh

3. Hoàng Minh Đăng

4. Ngô Khánh Huyền

5. Nguyễn Đức Khánh 11172320

6. Hoàng Nhật Linh

7. Bùi Ngọc Trà My

8. Trịnh Hà My

9. Thái Bảo Ngọc

10.Nguyễn Phương Thảo

11.Nguyễn Anh Thư

12.Phạm Hồng Huyền Trang

 nlike many people think, the

U trend of opening old style

restaurants in Ha Noi turned out
not to be a main suggestion for the
establish of coffee community.
Especially, Cộng cafe is one of the most
successful coffee shop chains in Hanoi.
Founded in 2007 with a unique idea,
Cộng cafe recreated the life of Hanoi
people in the previous socialist period, a
nostalgia for old things. So what makes
the success of Cộng cafe?
Cộng cafe had a meaningful story
before it was born. Its founder was a
singer. Her name is Linh Dung. The idea
to run a chain of coffee business did not
come to her through a basic business
plan like other big chains. She said, in
her childhood, her father had a small
musical instrument shop, her mother
sold coffee and refreshments. The family managed many jobs because of many
children. The old memories in the mind of a girl born in 1975 was afraid of
helping her mother sell because the house was always crowded.
Business relationship stem from her friend’s difficulty. Dung’s friend has
a small coffee shop with 28m2 space at 152d Trieu Viet Vuong, Ha Noi, 3 months
without any visitors. Then she came to Linh Dung’s house because she loves the
way Dung designed improvised furniture from old things. She asked Dung to
redesign the old coffee shop and run it. It was 2007. The shop’s design was
reproduced according to her life. It is so familiar with people in Ha noi during the
subsidy period. For Linh Dung, this is the “buying a ticket back to childhood”
(borrowing the short story “Let me get a ticket to my childhood” by writer
Nguyen Nhat anh). Her childhood drifted slowly in the world of scarred table, a
two- seat chair closed, her mother’s suturn sewn, a window pane blocked the
woof from looking out...
A new name “Cộng” was born. It can be understood in many ways. She
said that it should be simple to understand. It is the way to turn back the history
of people history of the country. But first of all, this is a new businees model,
inspired by taking advantage of the usefulness of old living things. “Cộng” is also
understood to increase the historical and culture value for guests. Keeping guests,
guests remember the shop. Beside the trend of social development in the style of
coffee take away, Cộng cafe has a quiet tendency and a bit of nostalgia in every
corner. Cộng made a great twist on it by adding such humors in their shops like
propaganda posters, funny quotes around the place (even in the restrooms). Cộng
give customers what is closest, from glazed iron shifts or wooden tables of
subsidezed and very stylish “Cộng” decoration. In a certain sense, in the heart of
a bustling and flashy Ha Noi, the coffe is suddenly highlighted by the lightness
and serenity, where customers find themselves as a stop to return the past and
find something back. Founded in 2007, and 50 stores have been opened in Hanoi,
Da Nang and Saigon. Cộng cafe is surely a hit in Vietnam these days.
The resoures that Cong cafe has is intangible and tangible resources.
I. The tangible resouces:
1. The bartender tools:
This is not the special part about Cong cafe, because we can see that the
tools are not really different from other coffee shops.
2. The tools used in customer service:
These devices are only as average as other stores, and there are no specials
that are displayed in this section.
3. Decoration and other things:
This is probably the area that Cong ranks among the most successful cafes
thanks to decoration and space. Built and developed since 2007, Cong
followed the style to re-create the life of Hanoi people in the old social era.
Space:
Entering the cafe, you will be impressed with the old space of the coffee
shop, but it also shows a very youthful look. The shop has a small space.
The wall is carpentry, painted white with a rugged texture, rustic wooden
floor, and old deep brown furniture feel like stepping into an old house.
Not only young people come to this cafe because they are curious, try
strange feelings. Also, there are some middle-aged and old guests who
come to the shop to feel the old atmosphere.
In addition, the store is also quite focused on the location because this is
also something that many other coffee shops have to pay attention to.
CONG often chooses a nice road frame to open a new branch: Quang
Trung, Nguyen Huu Huan, ... And also have to choose places with spacious
and convenient parking because the salary to the communists is also quite
large.
Decoration:
With a space not very large, but still enough to bring you comfort. CONG
is a nostalgia for a Vietnam war every year with parachute chairs, or
patterns of colorful Chinese blankets, historical photos, airplane models.
Tiny porcelain, colorful small scrolls attached to the wall, antique film
cameras, army uniforms, mortar hats,... All are very simple but lively.
These impressions help us remember forever about the heroic and heroic
fighting of our father's generations …
Coming to Cong, customers can see the slogans painted on wooden boards
in a simple and special way. For example: in the bathroom “Go lightly and
smile.”

The combination of traditional and mordent elements:

Shown in enameled furniture, painted wood furniture and tables, faded
newspapers, old books, with a few modern touches of flowers with all
kinds of flowers being changed according to the season of subtle accents
shop chain. With a space like that CONG is also called with a humorous
name: Coffee "crushed" the price.
 In addition, CONG has recently upgraded to order drinks: when customers
come to the store, they will order drinks at the counter first and will be
called back to take the drinks by using a wireless desk calling system. But
this systems were used by many other coffee shop before so is not really a
special thing.
CONG also offers a full range of other amenities like air condition, wifi
like other stores.
Employees:
When customers are familiar with the image of staff serving Western
clothes, wearing a white apron, the chain owner is cleverly using the image
of the staff wearing the uniform with the color of the soldiers - the shirt of
the old army with a canoe.

II. The intangible:

1. Human assets:
Staff are well-trained, both in their skills and manners. Each shift has in
total of 2 or 3 employees, so too many customers will lead to slow serving.
2. Marketing
Towards the customers:
With a unique style and always follow the principle of the restaurant:
nostalgic style, friendly service. Cong Coffee targets the middle class
group with not too high average income, office workers and young people
can also enjoy the drinks of the restaurant. Cong Coffee Quang Trung does
 not have many special marketing campaigns, mainly posting and running
ads on facebook page.
Towards their products:
When talking about Cong Coffee, people refer to the "divine" menu that
many gourmets visit. Coconut coffee is considered the "vedette" of Cong
Coffee which is loved by many customers and comes to drink when there
is a chance to come to the shop.
Towards the price:
The average price of each other drink or food is about 45,000 VND. This
is a price not too low compared to the average level of coffee shops in
Hanoi. However, because the main target customers of Cong Coffee are
middle class, office staff and young people, it is reasonable to base a high
price on customers' perception. On the other hand, the cost to produce a
drink with the service is not small because Cong Coffee is forced to set a
relatively high price, on one hand is to cover the cost, on the other hand to
affirm its brand compared to with other competitors.
3. Branding:
Cong Coffee recreated the life of the
Hanoi people in the previous socialist
period, a nostalgia for the old things, the
meaning of the name Cong Coffee =
Old things + New ideas. Cong Coffee
Quang Trung is in a franchise chain, so
it retains its own characteristics and
identity. Thereby, giving customers the very interesting feelings of an
ancient life in parallel with modern features. Cong coffee follows a motif,
the green color of the army, the peacock cover is tied to a armchair as
cushions, the window has a wooden pole. The incandescent light bulbs
hung suspended, as if they were haunting from the extreme childhood, but
not lack of beauty. When stepping into Cong Quang Trung Coffee space,
you can feel that the oldness is genuine, but not forced.
4. Culture:
Background story:
Since 2006, Linh Dung is a singer who once performed a very famous song
(Vi mot the gioi ngay mai at Seagame 22), one time, a girl who came to
her house was extremely excited with the room design, from old things
really familiar with Hanoi people. That friend had a cafe on Trieu Viet
Vuong Street but did not work well, there were no visitors.
When seeing the unique design in that house, the friend asked Linh Dung
to redesign the shop with the old style, Hanoi subsidy period. The space of
the restaurant really gives a completely different feeling to the guests, the
first ones to come here have a very different impression, especially those
who have experienced the previous socialist period. Cong can also be
 understand is to increase the value of history and nostalgia for guests.
Keeping guests, then guests remember the shop. When the shop has a stable
number of customers, it is indispensable to expand the number of shops,
and the Cong coffee Quang Trung was born.
Uniform:
The staff wear uniform that resembles army clothing with a forage-cap.
5. External relationship
- Foody
- Grab
This is a gadget very popular with every stores in Vietnam today. It can be
seen that CONG is catching up with the trend of modernizing and
technology 4.0 by using app such as Grab bike or Now so that users can
order drinks through the app without having to go to the store.

III. Appraisal
We use VRIN Framework to appraise whether each core competency becomes a
competitive advantage or not

Resources or Non- Core Competitive

Value Rareness Imitability
Capability sustainable competency advantage
The bartender tools √ √ No
The tools used in
√ √ No
customer service
Decoration and other
Tangible
things(space, √ √ Yes Yes
employess,..)
Souvenirs √ √ No
Technological √ √ No

Human assets √ √ No
Quality of drinks √ No
Marketing √ √ Yes
Background
√ √ Yes
story
Intangible Uniform
Culture √ √ Yes

Brand
√ √ Yes Yes
Identity

External relationship √ √ No
 Competitive advantages
 Decoration:
To Cong, price and coffee quality are not really special. The reason why
Cong cafe is still chosen by many people is its unique in presenting ancient
stuffs in the coffee shop. When come to Cong, you will feel like you are
living in the old times, a Cong's signature. Using old stuffs in a skillfully
way, knowing how to make full advantage of the space by displaying
pictures in Vietnam war. Young people come here not only for their
curiously but also to be able to live in the old times. It is pointed that
decoration is the greatest advantage competitive of Cong

 Brand Identify:
Unlike other coffe brands, people will think about Hanoi in the old times
and the quality of the drinks when they come to Cong. Also, people can
enjoy a peaceful place in the centre of Hanoi. Beside, Cong coffee is a place
for meeting friends, sharing stories or reminiscing about old times. It
makes the differences of Cong, the unique that none of the coffee brands
have.

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