(Luận văn đại học thương mại) marketing plan for restaurant brand bo to quan moc

MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETING COURSE: 2015 - 2018 INTERNSHIP REPORT “Marketing plan for restaurant brand “Bo To Quan Moc” of Aladdin International Vision JSC.” Student: PHAM THI HAN Class : Marketing Tutor in University Tutor in the Company Mr Nguyen Hoang Ms Nguyen Thu Thao Mr La Tien Dung Prof Corinne Montoya HANOI - 2018 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGEMENT First of all, I would like to express my greatest gratutude to Aladdin company for enabling me to complete this report on “Marketing plan for restaurant brand Bo To Quan Moc” Sucessfully completed any report requires help from a number of people These people have helped me a lot on the process of completing the report I would like to express my greatest gratitude to these people: Ms Nguyen Thu Thao, Deputy Marketing Manager of Aladdin, the instructor of our project Prof Corinne Montoya of Jean Moulin Lyon University Mr Nguyen Hoang, the tutor of the report Mr La Tien Dung, consultant of the report Only under the guidance of them that I can shape this report to be completed perfectly Finally, I would also like to thank the employees of the Marketing Department, the restaurant manager as well as all staff of Bo To Quan Moc for helping me on the process of making this report i LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com SUMMARY With the name of my internship report as “Marketing plan for restaurant brand Bo To Quan Moc”, the purpose of this report is to contribute some of my ideas to make a completed marketing plan for Bo To Quan Moc in summer base on the experiences that I’ve acquired during the period of internship at Aladdin International Vision Joint Stock Company The report will be divided into different chapters In the first chapters I will give a brief introduction about Aladdin International Vision Joint Stock Company and restaurant brand Bo To Quan Moc The next chapter will be the detailed description about the work that I have accomplished during my internship period in the company including some market research, establishing Marketing strategies and the solutions that I have conducted to increase sales as well as brand reputation of Bo To Quan Moc The final chapter is about the avaluation of the achievements of the report and the experiences that I have learnt in the time I have the honor to work there ii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS Table of contents iii List of table iv List of figure v Chapter 1: Company Overview 1.1 Company background 1.2 Aladdin capacity 1.2.1 Company vision and mission .1 1.2.2 Company’s Marketing financial ability and Structure 1.3Bo To Quan Moc restaurant brand .3 1.3.1 Restaurant concept .3 Chapter 2: Detailed desciption of internship responsibilities 2.1 Vietnam F&B market analysis .5 2.2 Micro environment 2.2.1 Company 2.2.2 Supplier 2.2.3 Customer 2.2.4 Competitor 2.3 SWOT analysis .10 2.4 Description of task given during the period of internship .11 2.4.1 Trade Marketing .11 2.4.2 Digital Marketing 16 2.4.3 CRM 23 2.4.4 Franchise project 24 2.5Some recommendations for Bo To Quan Moc restaurant brand .26 2.5.1 Financial 26 2.5.2 HR Solution .26 Chapter 3: Evaluation on the report 27 3.1 Achiements 27 3.2 Difficulties encountered .27 3.3 Experiences gained during the period of internship and solutions to overcome difficulties 27 CONCLUSION 29 iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLE Table Bo To Quan Moc’s Customer Portrait Table Bo To Quan Moc’s Competitor .9 Table SWOT analysis 10 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com List of figure Figure Aladdin International Vision JSC Structure Figure The forecasted revenue development of F&B market from 2016 to 2022 v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Chapter 1: Company Overview 1.1 Company background Aladdin is the company which owns restaurant brand system called Tan Luong Son Quan and Bo To Quan Moc - Vietnamese-style restaurants with unique architecture and close to nature On 20/11/2017, Aladdin International Vision JSC officially announced the first restaurant of brand Bo To Quan Moc at 102 Thai Thinh Street Business name Aladdin International Vision Joint Stock Company Founded Head office 02/03/2017 No 16, Alley 145/49, Quan Nhan Street, Nhan Chinh Ward, Thanh Xuan District, Hanoi Phone Tax code Business industry 1.2 (+84) 97 955 5095 0107742477 Food and Beverage Aladdin capacity 1.2.1 Company vision and mission 1.2.1.1 Company vision As the company develops the top of restaurant chains with unique culinary styles in Vietnam, specializing in pure Vietnamese food from nature, mountains, and forests Fast and thoughtful service, consistent with the development trend of society together with the traditional cooking methods, keep the flavor of dishes 1.2.1.2 Company mission For customers: Provide customers/diners organic food with pure Vietnamese taste, high quality, reasonable price and professional service For partners: Bring leading profits and sustainable growth to partners For employees: It is an organization with a working environment of humanity, ensuring material and spiritual conditions for laborers Where employees are given every opportunity to maximize their capacity LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com For society, community: The company always carries out social responsibility, and community-based volunteering activities 1.2.2 Company’s Marketing financial ability and Structure The financial ability for Marketing: Recognizing the importance of marketing, Aladdin pays great attention to investing in these activities The company has a budget of 5% – 10% of the monthly total revenue of Bo To Quan Moc for its marketing activities Company structure: The labor force in the company is divided into parts: the office employee and the restaurant staff Marketing Department is the crowdest department in the company with employees During my internship time, I am assigned to focus on restaurant brand Bo To Quan Moc Besides cooperating with the others in Marketing Department to learn and accomplish all the given tasks, I take the main responsibility for trade marketing activities at Bo To Quan Moc restaurant Director Restaurant Office Restaurant General Manager Finance Accounting Bo To Quan Moc Manager Administration & HR Kitchen Marketing Content Digital Marketing Tan Lu Quan M Table Partner Counter CRM Trade Marketing Figure Aladdin International Vision JSC Structure LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 1.3 Bo To Quan Moc restaurant brand 1.3.1 Restaurant concept Bo To Quan Moc restaurant is located on Thai Thinh street - a bustling and vibrant street Bo To Quan Moc has built its reputation in a short time and is mouth advertised by its diners because of the organic cow source and the perfect processing The main ingredient of most dishes is calf - a young bovine animal, especially a domestic cow or bull in its first year - brings diners the taste of soft, delicious and fresh In addition, the unique decoration is also one of the factors that contribute to the attractiveness of Bo To Quan Moc restaurant Decorated in the old style, nostalgic, bringing customers back to the old town of years in the 80s, where can help each person "touch the memory" of childhood - Scale: floors - 500 seats - POD: The ingredient is calf (soft, delicious, fresh) | The old town space, 80s style (unique, nostagic, joyful) 1.3.2 Goals Bo To Quan Moc is now scouting more areas for expansion in Hanoi city (Thanh Xuan District, Cau Giay District, Ba Dinh District,…) and in other cities in North Vietnam  Bo To Quan Moc restaurant is determined to be one of the top brands in the North of Vietnam, which is prioritized in customer’s mind  restaurants are opened in 2018 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Achieve the total revenue of $1.7 million in 2018 1.3.3 Future strategy Launching the Bo To Quan Moc restaurant franchise project in Hanoi urban area as well as conducting market research to collect more data for this project Diversify the restaurant menu by adding the new dishes Recently, the marketing department and F&B production have researched and introducted a new dish to customers - green bean soup with beef - cool and detoxify the body, suitable for sunny summer days This dish is received the positive feedback from diners, so we will probably add the green bean soup with beef to the official menu of restaurant LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - Difficulties: When flyers contricution is conducted, we meet some difficulties when customers rejected to receive our flyers (about 10%), then we overcomed by telling them there was an voucher which is attached to the flyers - Besides, we also met the problem with human resource, they are all student, so their commitment and profession is low, they had class, came late,… I overcomed it by changing the training activity, the rules; and always having back-up to make sure all of our activities are implementing as schedule 2.4.2 Digital Marketing There's no question that, in the modern landscape, a big part of your marketing strategy is digital Consumers and businesses alike are almost always online and you want to be able to reach them and observe their behavior where they spend the most time How to Build a Comprehensive Digital Strategy: Build your buyer personas For any marketing strategy offline or online you need to know who you’re marketing to The best digital marketing strategies are built upon detailed buyer personas, and your first step is to create them Buyer personas represent your ideal customers and can be created by researching, surveying, and interviewing your business’s target audience It’s important to note that this information should be based upon real data wherever possible, as making assumptions about your audience can cause your marketing strategy to take the wrong direction To get a rounded picture of your persona, your research pool should include a mixture of customers, prospects, and people outside your contacts database who align with your target audience But what kind of information should you gather for your own buyer persona(s) to inform your digital marketing strategy? That depends on your businesses, and is likely to vary depending on whether you’re B2B or B2C, or whether your product is high cost or low cost Here are some starting points, but you’ll want to fine-tune them, depending on your particular business Quantitative (or Demographic) Information Location: You can use web analytic tools like Google Analytics to easily identify what location your website traffic is coming from Age: Depending on your business, this may or may not be relevant It’s best to gather this data by identifying trends in your existing prospect and customer database 17 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Income: It’s best to gather sensitive information like personal income in persona research interviews, as people might be unwilling to share it via online forms Job Title: This is something you can get a rough idea of from your existing customer base, and is most relevant for B2B companies Qualitative (or Psychographic) Information Goals: Depending on the need your product or service was created to serve, you might already have a good idea of what goals your persona is looking to achieve However, it’s best to cement your assumptions by speaking to customers, as well as internal sales and customer service representatives Challenges: Again, speak to customers, sales and customer service representatives to get an idea of the common problems your audience faces Hobbies and interests: Speak to customers and people who align with your target audience If you’re a fashion brand, for example, it’s helpful to know if large segments of your audience are also interested in fitness and well-being, as that can help inform your future content creation and partnerships Priorities: Speak to customers and people who align with your target audience to find out what’s most important to them in relation to your business Take this information and create one or more rounded personas, like Marketing Molly below, and ensure they’re at the core of your digital marketing strategy Identify your goals & the digital marketing tools you’ll need Your marketing goals should always be tied back to the fundamental goals of the business For example, if your business’s goal is to increase online revenue by 20%, your goal as a marketer might be to generate 50% more leads via the website than you did last year to contribute towards that success Whatever your overarching goal is, you need to know how to measure it, and more important, actually be able to measure it (e.g., have the right digital marketing tools in place to so) How you measure the effectiveness of your digital strategy will be different for each business and dependent on your goal(s), but it’s vital to ensure you’re able to so, as it’s these metrics which will help you adjust your strategy in the future.  18 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Evaluate your existing digital marketing channels and assets When considering your available digital marketing channels or assets to incorporate into your strategy, it’s helpful to first consider the bigger picture to avoid getting overwhelmed The owned, earned, and paid media framework helps to categorize the digital ‘vehicles’, assets, or channels that you’re already using Owned Media This refers to the digital assets that your brand or company owns whether that’s your website, social media profiles, blog content, or imagery, owned channels are the things your business has complete control over This can include some off-site content that you own, but isn't hosted on your website, like a blog that you publish on Medium, for example Earned Media Quite simply, earned media refers to the exposure you’ve earned through wordof-mouth Whether that’s content you've distributed on other websites (e.g., guest posts), PR work you’ve been doing, or the customer experience you've delivered, earned media is the recognition you receive as a result You can earn media by getting press mentions, positive reviews, and by other people sharing your content on social media, for instance Paid Media Paid media is a bit self-explanatory in what its name suggests and refers to any vehicle or channel that you spend money on to catch the attention of your buyer personas This includes things like Google AdWords, paid social media posts, native advertising (like sponsored posts on other websites), and any other medium for which you directly pay in exchange for visibility 19 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Gather what you have, and categorize each vehicle or asset in a spreadsheet, so you have a clear picture of your existing owned, earned, and paid media Your digital marketing strategy might incorporate elements of all three channels, all working together to help you reach your goal For example, you might have an owned piece of content on a landing page on your website that’s been created to help you generate leads To amplify the number of leads that content generates, you might have made a real effort to make it shareable, meaning others are distributing it via their personal social media profiles, increasing traffic to the landing page That's the earned media component To support the content’s success, you might have posted about the content to your Facebook page and have paid to have it seen by more people in your target audience Now you know what’s already being used, you can start to think about what to keep and what to cut Audit and plan your owned media At the heart of digital marketing is your owned media, which pretty much always takes the form of content Every message your brand broadcasts can generally be classified as content, whether it’s your ‘About Us’ page, your product descriptions, blog posts, ebooks, infographics, or social media posts Content helps convert your website visitors into leads and customers, and helps to raise your brand’s profile online and when it's optimized, it can also boost any efforts you have around search/organic traffic Whatever your goal, you’re going to need to use owned content to form your digital marketing strategy To build your digital marketing strategy, you need to decide what content is going to help you reach your goals If your goal is to generate 50% more leads via the website than you did last year, it’s unlikely that your ‘About Us’ page is going to be included in your strategy unless that page has somehow been a lead generation machine in the past It might more likely that an ebook gated by a form on your website drives far more leads, and as a result, that might be something you want to more of Here’s a brief process to follow to work out what ownedcontent you need to meet your digital marketing goals: Audit your existing content Make a list of your existing owned content, and rank each item according to what has previously performed best in relation to your current goals If your goal is lead generation, for example, rank them according to which generated the most leads in the 20 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com last year That might be a particular blog post, an ebook, or even a specific page on your website that’s converting well The idea here is to figure out what’s currently working, and what’s not, so that you can set yourself up for success when planning future content Identify gaps in your existing content Based on your buyer personas, identify any gaps in the content you have If you’re a math tutoring company and have discovered in your audience research that one of your persona’s biggest challenges is finding interesting ways to study, but you don’t have any content that speaks to that concern, then you might look to create some Create a content creation plan Based on your findings and the gaps you’ve identified, make a content creation plan outlining the content that’s necessary to help you hit your goals This should include: Title Format Goal Promotional channels Why you’re creating it Priority level (to help you decide what’s going to give you the most "bang for your buck") This can be a simple spreadsheet, and should also include budget information if you’re planning to outsource the content creation, or a time estimate if you’re producing it yourself Audit and plan your earned media Evaluating your previous earned media against your current goals can help you get an idea of where to focus your time Look at where your traffic and leads are coming from (if that’s your goal) and rank each earned media source from most effective to least effective Audit and plan your paid media This process involves much of the same process: You need to evaluate your existing paid media across each platform (e.g., Google AdWords, Facebook, Twitter, etc.) to figure out what’s likely to help you meet your current goals 21 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com If you’ve been spending a lot of money on AdWords and haven’t seen the results you’d hoped for, maybe it’s time to refine your approach, or scrap it altogether and focus on another platform that seems to be yielding better results By the end of the process, you should have a clear idea of which paid media platforms you want to continue using, and which (if any) you’d like to remove from your strategy Bring it all together You’ve done the planning and the research, and you now have a solid vision of the elements that are going to make up your digital marketing strategy Here’s what you should have so far: Clear profiles of your buyer personas One or more marketing-specific goals An inventory of your existing owned, earned, and paid media An audit of your existing owned, earned, and paid media An owned content creation plan or wish list Now, it’s time to bring all of it together to form a cohesive strategy document Let’s revisit what digital strategy means: the series of actions that are going to help you achieve your goals using online marketing By that definition, your strategy document should map out the series of actions you’re going to take to achieve your goals, based on your research to this point A spreadsheet is an efficient format and for the sake of consistency, you might find it easiest to map out according to the owned, earned, and paid media framework we’ve used so far You’ll also need to plan your strategy for a longer-term period typically, something like 12 months is a good starting point, depending on how your business is set up Current situation Bo To Quan Moc has its own fanpage on facebook with the total page like is 8,147 (May 30th, 2018), but its activities are not really effective The fanpage is decorated with the main color tone is green and yellow, it is also the two main colors of Bo To Quan Moc logo 22 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Every post on Bo To Quan Moc fanpage flows the structure: tittle – detail – footer Therefore it is easy for customers to find all the necessary information - Post Form: Every day 02 posts in which Clip, Post Photo - The logo is on all the images, required to insert the logo in the available form - Photo Story: Each photo requires a message accompanying, encouraging insert on the photo Requires copywriter creat content and order visual photos match Besides, Bo To Quan Moc use other tools (including both out-sourcing and did by ourselve) such as:  Landing page: To post the information related to the sales promotion as well as loyalty program  SEO (Search Engine Optimization): Conduct search word key, optimize our fanpage on google In addition, we cooperate with many partners specializing on food vouchers, table booking,… to have a booth on their website Their websites are all the well-known ones and Bo To Quan Moc is almost on the top of these partner websites when customers search for them on google  Mobile Marketing: We send sms marketing to customer automatically after they having meal at Bo To Quan Moc, or on the special ocassions The content of these sms maybe send thank diners for having meal, or notice customers about restaurant’s sale promotions, re-take care of customers, offer discount on their birthday,… 2.4.2.1 Mission 23 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com As a page admin, my duty is obsersing and answering customer’s messages on facebook, and creat content plan for fanpage facebook Answering customers is the shortest way for me to understanding our customers, what they need, what they concern, what attract them,… From that, I can create the effective plans for Bo To Quan Moc My other mission is contacting the partners, be a brigde between Bo To Quan Moc and partner Currently we have type of partners: - Co-branding: Viettel, mobiphone, travel company/agent - Bank: we co-work with banks to offer the customer a discount when they pay by credit cards of that banks, and the banks also mention Bo To Quan Moc in their promotion projects Those banks are: VPBank, TPBank, VIB - Deal channels: They have their own platforms to offer the deals for customers I contact them to put Bo To Quan Moc’s deal on it and push the post on the top Besides, some partners offer the services which are taking photos and filming video of dishes, then they promote them on their channels In addition, some of our partners are table booking website and also food delivery I take responsibility of booking them for video and supervise on the process they are working in the restaurant Before they come to the restaurant, I provide the ideas for the video, contact kitchen in particular and Bo To Quan Moc in general to prepare for the filming days Keep contact with them and follow their process on Bo To Quan Moc’s visual product, then submit report and evaluation The "The brilliant student life" images was taken at Bo To Quan Moc 24 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 2.4.3 CRM CRM starts with the idea that businesses use resources (human resources and technology) to understand the attitudes and habits of customers and value the individual customer segments With the help of an effective CRM program, businesses can: - Provide customers with better services - Improve the efficiency of the customer support center - Help salespeople perform orders as quickly as possible - Simplifies the marketing and sales process - Discover new customers - Increase revenue from customers 2.4.3.1 Process of operation of CRM: Speaking about CRM, there are five main points that make up a closed loop and when we start, we can start at any point (customer-centered)  Sales: This can be considered as a key task of CRM, in sales operations there are the implementation of such as: Transaction, mail label, email, quotation, appointment, contract, export, collect money It mean after customer have meal at Bo To Quan Moc  Marketing: When customers buy our products, we have the transaction, the next step we set up marketing plans to attract customers to buy products of their companies  Service: When customers buy SP of the company, the next job is to provide the best services for customers such as gifts on the company's founding day, 14/2, 8/3, 20/11, The purpose is to attract customers back to buy the company for the next time  Analysis: When we create a target customer list or the customer has purchased his company's pruduct (customer has made any transaction) Analysis will be considered the key factor for The next Sales, Marketing, Service as analysis by age, region, product sold, time Overall analysis no matter what CRM users use  Collaborative: Provides the ability to interact with customers (phone, email, fax, web, sms, post, in person) CRM helps businesses interact with customers through all channels (direct contact, correspondence, fax, telephone, web, e-mail) and supports the coordination of employee groups with guest channels row Collaborative CRM is a solution that connects people, processes, and data together so that businesses can better serve and keep their customers 2.4.4 Franchise project Franchising in Vietnam started in the 1990s with the entry of fast food chains such as KFC, Lotteria, and Jollibee As per January 2017, 160 foreign brands had registered their franchising businesses in Vietnam Food and beverage franchises accounted for 30 25 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com percent of the registered franchises Most of the overseas firms are from US, South Korea, and Thailand Not only the foreign brands, but also local brand such as Trung Nguyen Coffee, Kinh Do Bakery, Wrap and Roll, Café Cong, AQ Silk, and Shop and Go, have allowed franchising to increase their presence And now is Bo To Quan Moc because of some advantages:  Brand awareness: One of the most important advantages of opening a franchise is the opportunity to connect with a familiar brand The founders of the brand, as well as their staff, have put the effort and time to develop that brand, giving it a certain place in the hearts of consumers Each franchise chain's site will feature consistent branding from products, services, and menus to brand awareness and ease of use Believe more with that restaurant And this will also be an advantage for you to compete better with your competitors, as customers choose between two restaurants have the same item, they will certainly choose the familiar brand Also if you choose a nice location, whether your product is super or middle class, the secret of success only need to be consistent with the original brand  Experience started: The process of launching and starting a private business is really a difficult time and can be a series of obstacles at the same time, especially for starters or entrepreneurs your own On the contrary, for franchising, you can immediately profit from the experience as well as the history of the brand In addition, you will also receive training on how to qualify from advanced exams, basic materials and beginner's workbooks, and methods and strategies for effective marketing In addition, franchised restaurants can take advantage of a network of restaurants and other brands in the system, which have a lot of experience in starting out at many locations across the country 26 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com  Executive experience: Being part of a franchise system also gives you countless advantages when it comes to chain restaurants The existence of many commercial locations in the system will help increase purchasing power, helping to reduce costs for supplies, inventory and other goods for different locations The buying power also creates the effect of advertising, as advertising campaigns in the country increase will help the franchise chain to acquire more customers for each branch Recently, a franchise system has had greater power to experience something new through trying different marketing methods for new products or changing the structure of a few locations to see the changes in a limited range before apply to the entire system 2.4.4.1 Current situation Bo To Quan is preparing to have the first franchise in Cau Giay District After search market, we can se at present, many people want to business, invest in restaurant business but not know where to start and how to do! This project will help those people find the answer for themselves What is so special about this franchise projecc? - A restaurant with a unique style, which is invested in detail from restaurant space to every table, chair, chopsticks, - The staff is trained according to a professional standard of the restaurant - Delicious food, specialty dishes with the main ingredient is the calves which are processed under the skilled hands of the chefs - Services and customer care have been built for some time and appreciated by the customers who have experienced at the restaurant - The most important is the concept of this restaurant has been successful, with stable number of customers per month, guaranteed profits quarterly Behind this success is the director Nguyen Ngoc Thuan, who had started up many success restaurant system such as Luong Son Quan restaurant, Sapa Love Market restaurant,… with many years experience in this industry will directly consult for the franchised restaurants of Bo To Quan Moc What is the role of marketing department on this franchise project? - Market research: Conduct the market research to understand both situation of current Bo To Quan Moc and other areas Build the database to be able to consult franchisee about doing business in their area - Raise awareness about Bo To Quan Moc franchise project: Conducting the marketing activities to attract prospect throught interview video, marketing channels, PR, landing pages, 27 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com social media,… This will help our future partners have some basic information, and have the first impression about the project - Marketing consultancy: Play a role as a marketing consultant for the franchisees Help them from planning before opening the restaurant to operating it 2.5 Some recommendations for Bo To Quan Moc restaurant brand 2.5.1 Financial Ultilizing capital: The company should consider carefully before making any investment to save the budget for the ones that need to be prioritized For example, the restaurant should not try increase sales by giving gift for customer but they invest should rather focus on diversify the menu of restaurant As many customers send feedback that they don’t have many choices of food when come to have meal at Bo To Quan Moc Although they are loyal customers, but they will get bored in some times if the menu still stand 2.5.2 HR Solution Improving the quality of employees: Aladdin should organize a proper training program for their staff at the restaurant because they are the ones who directly work with customers They represent for the restaurant’s image The training program should include: - Knowledge on the Aladdin company - Knowledge on Bo To Quan Moc restaurant - Knowledge on the customers’ needs - Knowledge on how to resolve the pop-ups and basic problem in the restaurant - Knowledge on the responsibilities of a person who contribute for the image of restaurant Besides, marketing employees should also be trained frequently in order to catch up to the lastest changes and trends of the market Only by doing so that Bo To Quan Moc will not get fallen behind from other competitors 28 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER 3: EVALUATION ON THE REPORT 3.1 Achiements During the period of my internship, I have been given the task of researching the market and customers, build and follow marketing plan for Bo To Quan Moc restaurant, the trade marketing In general, this report has successfully indentified the customer portrait that the restaurant should focus on Besides, this report is also succeeded in creating a marketing plan that fits the available budget but also effective The figures that I have collected also can contribute to le lenear market research database since all the numbers and figures that I have collected are from the reputable sourses and recently updated 3.2 Difficulties encountered There are different difficulties occurred during the different tasks which I have been given to me in the period of my internship The first difficulty that i faced is that during the time I worked on the competitors of the restaurant Bo To Quan Moc has a very limited database about the market as well as the competitors Every research has to be conducted directly by me and with the help of marketing department Secondly, create content plan for a page on facebook is a very hard work I didn’t have any experince about really writing content for any pages before, especially is a restaurant page Therefore, I had to went restaurant and taste food as well as asking people about the flavour of the dishes so much Finally is the difficulty when I conduct the flyer advertising campaign I did it by myself form hiring people, training, to supervising and evaluating Working with students are quite hard because it had too many pop-ups that I had to handle it immediately Besides, there are some occasions that I was not fully prepared or ready for the tasks that were given to me in the company I had to spend sometimes on abserving and catching up to the working pace of my colleagues in the department After a period of working and training with the experienced people in the Aladdin company, I have managed to work more effieciently as well as be able to catch up to the working harmony of the department 3.3 Experiences gained during the period of internship and solutions to overcome difficulties During the period of my internship, under the guidance of my tutors as well as the professors in the university, I have been able to put my knowledge acquired in the Thuongmai 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com University into practice and contributed to a company that I had the honor to work in a period of time I have learnt how to set up a proper promotional campaign for a restaurant, as well as how to choose the right target customers The senior colleagues as well as my tutor are always willing to answer all my questions and carefully instructed me if I encountered any difficulties in any given tasks.When I was doing on the market analysis, my tutor had provided me with the access to the trustworthy and retutable sources of imformation Then when I prepared for marketing plan, to be able to understand of the customers and the vision of company, my manager allowed me to attend all the meetings as well as come to all parts in the restaurant to help me have a complete vision to work on my strategies In order to work efficiently in the Marketing Department of Aladdin company, I also need to focus on creating my own working behavior that can catch up with the co-workers in my department By all the instruction, review and correction on my work by my tutor and colleagues, I have made a lot of progress in the way of communication, problem solving and teamwork Over the time, I had managed to work efficiently and did not make as many mistakes as when I first started my internship and gained many valuable real working experiences 30 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CONCLUSION In the time I had honor to work as an internship in the marketing department of Aladdin International Vision Joint Stock Company, under the guidance and tutoring of my tutor as well as the senior colleagues, I have achieved a lot of pratical working experiencecs The internship is a valuable opportunity for a Marketing student like me has a chance to put knowledge that I have learnt in the university into practice This report has proposed somw possible marketing strategies as well as some direction based on the reality of the company that can be implemented on Bo To Quan Moc restaurant to increase sales as well as brand reputation To be able to create a pratical marketing plan is not an easy task, only when I really started working in a real company did I realize the difficulties that I can encounter in a real job There are a lot of differences between theories and reality, so the internship process is very helpful for me to gain the experiences for my future work Once agin, I would like to express my greatest gratitude to my tutor and colleagues in the Marketing Department of Aladdin International Vision Joint Stock Company for providing me with an opportunity to work in the company and always give me helpful advices and instructions on the process of the internship I also would like to thank all my teachers and tutors in the Thuongmai University as well as Jean Moulin Lyon that guided and taught me valuable knowledge from all these year 31 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... internship report as ? ?Marketing plan for restaurant brand Bo To Quan Moc? ??, the purpose of this report is to contribute some of my ideas to make a completed marketing plan for Bo To Quan Moc in summer... rate is about 15% equivalent to approximately 3000 customers bring the flyers include attached voucher to Bo To Quan Moc to have meals - Increased the awareness about Bo To Quan Moc brand as... activities at Bo To Quan Moc restaurant Director Restaurant Office Restaurant General Manager Finance Accounting Bo To Quan Moc Manager Administration & HR Kitchen Marketing Content Digital Marketing