Angel-in-us Coffee is positioned at the high end of sales, with high unit prices and elegant outlets that are targeted at affluent young and working professionals; however, the brand faced stiff competition from both domestic and international specialist coffee shops, and it had yet to find the right strategy to increase its value share.
In March 2015, Vietnam Lotteria Co successfully established a strategic alliance with the leading low cost carrier Vietjet to expand its services through airlines.
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Vietnam Lotteria Co aims to lead fast food in Vietnam (VN). In order to accomplish this goal, the company has quickly increased the number of its outlets across the area. In the meantime, the company also pays very high attention to social activities to show its concerns and responsibilities concerning Vietnamese society to rise its reputation among clients.
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