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VIETNAMNATIONALUNIVERSITYINTERNATIONALUNIVERSITY SCHOOLOFBUSINESS Course:Franchising Instructor:Dr.HoNhutQuang GROUPPROJECT Topic:JAMBAJUICEFRANCHISEBUSINESSPLAN MEMBERS: 1.VUTUYETNGAN 2.NGUYENTHIKIMOANH 3.NGUYENDUYKIMTHU 4.NGUYENTIENDAT 5.NGOHOANGCHIEN 6.NGUYENQUOCCUONG 7.NGUYENDUYLONG INTRODUCTION ImportanceroleofFoodandBeverageIndustryinVietnam Thefoodandbeverageindustry,isaverylargeone,andwasexpectedtovalueatUS$33.7 billionin2012,withpredictedgrowthat18.9percenttillyear2014.Itisgrowingfastat almost21percentin2013,producingfoodatagrowthof20percentandbeverageproduction atalmost27percent.Intermsofvolumegrowthforproducingpackagedfoodandsoftdrinks, Vietnamwasthebestperformingcountryfrom2007to2012.Productssuchaschilled, frozen,driedandprocessedfood,aswellasicecream,readymeals,babyfoodandnoodles, haveexperiencedgrowthinproduction. 2.TrendofFoodanfBeverageIndustryinVietnam ConsumerspendingonFood&Beverageisgrowing.Thefoodserviceindustryisexpectedto growatacompoundannualgrowthrateofsixpercentbetween2013and2018.Percapita expenditureonfoodandnonalcoholicbeveragesisexpectedtogrowatsevenpercentper annumfrom2012to2016,reachingUS$276by2016.AssociatedwiththisgrowthinFood &Beverageisthegrowthofmodernretailformatssuchassupermarketswhichpresent opportunitiesforgreaterexposuretoimportedproductsnotgenerallystockedbytraditional stores.Vietnam,ontheotherhand,hasacriticalfocalareaforitsfoodandbeverageindustry, astheVietnameselivingstandardshasalreadystartedtorise.Thecountry’seconomieshave developedintooneofAsia’sdynamicandgrowingmarketforagriculturefood.Themarket hasapotentialgrowth,asthespendingonpackagedfoodandbeveragesinVietnamisstill consideredlow.Vietnam’sWTOmembershiphaspromotedareductioninitstradeand investmentbarriersincludingtariffs,subsidies,nontariffbarriers,investmentrestrictionsand intellectualpropertyrights(IPR).Risingdisposableincomelevelsandchanginglifestyles, particularlyinurbanareas,areincreasingconsumerdemandforsnacks,convenienceand luxuryFood&Beverageitems.Theannualgrowthoffoodsalesisanticipatedtobe9.4per centforthe2012to2017period.Theagriculturalsectorrequiressignificantinvestment; foreigninvestorscanexpectassistedentry.Thegrowingtourismsectorisafactorfuelling interestinconveniencecategories,inadditiontosubsectorssuchassoftdrinksandalcoholic drinks.HealthconsciousnesstrendsprovideanopportunityforFood&Beverage manufacturerstodiversifyintofoodoptionsperceivedtobehealthier. 3.Juicetrend: In2014,juiceregisteredofftradevolumeandvaluegrowthof12%and20%respectively. Althoughtheserateswerelowerthanthoserecordedin2013,theywerestillhigh,indicating strongandstabledemandforjuice.Improvinglivingstandardsandgreaterconsumerinterest inhealthandwellnessarethemainfactorscontributingtorobustgrowthofjuicedrinks.In addition,people,especiallythosewholiveinurbanareas,arebecomingincreasinglybusy andreluctanttosqueezejuiceforthemselvesandtheirfamily.Instead,theypurchase packagedjuicedrinksmadebyprestigiousmanufacturersforconvenienceandhygiene. AsVietnamisatropicalcountrywiththeclimateisalmosthotduringtheyearthatthe consumeofbeverageisextremelyhighespeciallyforthejuice.EspeciallyinHoChiMinh City,peoplenowaremoretendingtoreachthosekindsofproductthatnotonlymeettheir needbutbeahealthyproductaswell.Theteenagers,theofficeworkersarenowchoosing juice,smoothiesastheirfavoritedrinksinsteadofcoffee.Theparents,theelderlyalsoin favorofjuicesinceit’sgoodforthehealth.Juiceisbecomeanindispensabledailydrinkof theHoChiMinhpeoplewiththedemandforjuice,smoothiesorfruit/vegetableproducts increasingsteadily. PART1:EXECUTIVESUMMARY JambaJuice: Thepurposeofourbusinessistoprovidethecustomerwiththetrulygoodqualityand healthyproductsuchasJuiceandsmoothies,tohelpthecustomerstoawaremoreoftheir healthwiththeirdailyfoodanddrinks. Atfirst,weopenthefirstJambaJuiceonTranNaostreet,District2wheretherearealotof segmentationsandpotentialcustomers.PublishingtheimageofJambaJuicetothecustomers bygivingthemtherealmeaningofagoodandhealthydrinkthenachievethetrustfrom customers.Inaddition,wedevelopthelongtermstrategyforJambaJuicetogofurtherinthis businessline. 2.Product: FreshlySqueezedJuicesand Smoothies FreshlySqueezedJuicesand ThatthehighqualityandhealthyoftheproductbringstoJambaJuicetheveryunique ThatthehighqualityandhealthyoftheproductbringstoJambaJuicetheveryunique characteristic. AnothergoodpointofJambaistheexpertiseofJambateammemberswithdeeplevelof AnothergoodpointofJambaistheexpertiseofJambateammemberswithdeeplevelof nutritionandwellnessknowledge.MasterBlendersareourinternaljuiceandsmoothiegurus readytoserveyouevenbetter readytoserveyouevenbetter. 3.Themarket: HoChiMinhCityisagreatpotentialmarketfortheJuiceindustrywiththeincreasinglyhigh demandofdrinkswithfresh,nutritious,andhealthy.WhilethedemandofJuicekeep increasingbutthesuppliesoftheJuicehasn’tmettherequirementsofthecustomeryet. CustomersreachJuicesincetheywantarealfreshandhealthydrink.AndJambacandoit. ThecustomersoftheJuiceindustryinVietnamarediversewiththelargenumberof ThecustomersoftheJuiceindustryinVietnamarediversewiththelargenumberof customersandtherearemanycustomersegmentations.Especiallyforthesegmentationof customerwiththeageisunder25whichisabigsegmentationwiththeconsumptionofJuice customerwiththeageisunder25whichisabigsegmentationwiththeconsumptionofJuice ishugeandincreasesteadily.Theelderly–apotentialsegmentationoftheJuiceindustryis strongalso.ThelivingstandardoftheHoChiMinhCityisincreasingandtheyaremore strongalso.ThelivingstandardoftheHoChiMinhCityisincreasingandtheyaremore concerningabouttheirhealthythattheywouldliketochoosethosekindofdrinksandthe numberofconsumptionofthispotentialsegmentationisstrongtoo.Asmentionedabove, peoplearebecomingawaremoreoftheirhealththatcoffeeandtheothernormalfavorite drinksdoesn’tmeettheneedofthepeoplenowadays drinksdoesn’tmeettheneedofthepeoplenowadays. Thesizeofthismarketisgrowing.Peoplearemorewillingtopayforthesehighquality products.Abovethat,thelivingstandardandtheaverageincomeishigherthanbefore. WiththepurposetoprovidethehighqualityJuicedrinkstothecustomers,thelocationis locatedonTranNaoStreetinDistrict2withthehighnumberofpotentialcustomers.These areparentswithyoungkids,theelderly,andthefamilieswithhighincomethattheywill reachsuchhighnutritiousandhealthyproductasJuice.Thisgeographicallocationalsohas importanteffectonthelongtermstrategy. ThecompetitorsofJambawillbeinthesamebusinessline–Starbuck,Coffeehouse,Trung Nguyencoffee,HighlandscoffeeandtheotherscoffeestorearethecompetitorswithJamba evenwhentheirmainproductsiscoffeewhichisthefavoritedailydrinkofVietnamese people.Besides,thesestoreshavethesimilarproductsasJamba.Butthetrendischanging, peoplearereachingtheproductswithhigherqualityandgoodfortheirhealthandJuiceisone ofthetopchoices.Jambagettheexpertiseinthisfieldwiththehighknowledgeaboutthe nutritiousandhealthyproductsandtheproductsofJambaisalsoexaminedbythespecialists andthiswillgainthecompetitiveadvantagefromtheothercompetitors. 4.Themarketingplan: Ourmarketingplanisheadingtotheawarenessofthecustomerabouttheirhealthby providingtrulygoodhealthyandqualitydrinks.Therefore,theimageofJambatothe customerswillbedevelopedbasingonthequalitythatJambabrings. WewilluseIntegratedMarketingsCommunicationinourmarketingplan.Inthefirststage beforOpening,wWewouldliketopushthemarketingonnewspaperthataimtoourtarget marketsuchasGiađình&Tiếpthị,Phụnữ, Wealsowanttouseotheronlinemediasuch asonlinenewspaperandultilizepowerofsocialnetworkwhichhavethousandsofnetworkto spreadtheinformationthatwearecomingtoVietnam.AtthesecondstageOpening,we alsoultilizethesechannelstoinformthatweareherealready.Wealsoorganizepressrelease toinformthis.Furthermore,wewillusethehelpfrominfluencerssuchasChiPu,ThúyHạnh whoareveryfamous,young,beautifultobuildcreditonourcustomersaboutourproducts whicharehighquality,natural,healthyandbeautymakingproducts.Inaddtion,some couponsonfrandopeningarecriticalaswell.Finally,afteropening,wewillcontinuetouse couponstoattractpeopletocometoourstoreandenjoy.Specially,wewillsponsorforsome attractiveprogramsontelevisionsuchassitcomsorColormeruntospreadourbrands. PART2:SITUATIONANALYSIS A MacroEnvironment: Franchising started in Vietnam in1990s withsomewellknownforeignfastfoodbrands (like KFC, Listeria, Jollibee, etc.), so it is stillin its early stagein Vietnam. Upto 2014, therewere about 100 foreign franchisors registered in Vietnam. Most of them come from the US and Singapore. The dominant business fields are retailing, education, and food and beverage (F&B)(Tilleke&Gibbins,InternationalFranchising–Vietnam,28Jan2014) Now, we will go through the differences in some factors which may affect the success in doingthefranchisebusinessofJambaJuice 1.DemographicchangesthatmayaffectthefoodandbeverageconsumptioninVN: In term of age structure, there are about 17.8 per cent ofVietnam’spopulationwerefrom15 to 24 years old (Index Mundi, Age structure, 23 Aug 2014) Based on the graph shown below, we can realize that there was a huge number of Vietnamese are in theagefrom18to 29 and from 30 to 60. In the first group, they are teenagers and young people, so they are change oriented and adaptive. In the second group, most of them are officer and those who arehelthconcern.Therefore,inbothgroups,theyarewillingtoenjoyanewjuicebrand. In term of middle class segmentation, the Vietnam News shows that there were about 12 million people considered in this group and this figure is expected to increaseto 33 millionin 2020(VietnamNews,Vietnam‘smiddleclasssettodouble,27Dec2013). 2.Economicchangesthatmayaffectfoodandbeverageconsumption: The economic growth rate in Vietnam is expected to remain around 5.8 per cent to 2016 (World Bank, Global Economic Prospects, East Asia and the Pacific, Jun 2014). In 2014, GDP per capita in Vietnam had growth to about USD 2,050 (World Bank, GDP per capita, 2015). More particularly, this figure in HCM city which is our initial franchise location is about USD 4,513 in 2013(Vietnam Plus, 12 Dec 2014). This means that the adjusted price (from 60 000 VND to 100 000 VND) is affordable forthe middleandhighclass customerin HCMcity. 3.Socialculturalchangesthatmayaffectfoodandbeverageconsumption: The Vietnamese are very sensitive with the price. Thus, when charging high pricecompared to other brand names in Vietnam Food & Beverage market, the quality of products and service would be good as well so that customer would not leave our brand after the firsttime enjoying our product. Besides, with an increase in incomes as well as demand for Western products,JambaJuicewillbebeneficial. Moreover, in Vietname, people will respond to incentives with a very high level. Thus, attractivepromotionstrategieswillhelpJambaJuicehasmorecustomers. 4.Technologicalchangesthatmayaffectfoodandbeverageconsumption: The fact that the import tax of techlonogies and machines which are used in Food & Beverage service is quite high. Therefore, some of frachisee will negotiate tothefranchisor so that they can use other machines which are bought by itself. However, other machines sometimes do not work well as the franchisor’s machines. For example, the products with new machine is not as fresh as the products of franchisor. The change in the quality of productwouldleadtoadecreaseinconsumption. 5.ChangesinLawandRegulationsthatmayaffectfoodandbeverageconsumption. When doing franchise, we will face to 2 circumstances. The first circumstance is that the franchisees will buy material themselves. Another circumstance is that franchisees will import raw materials or goods from franchisor. Because most of the franchisors want to maintain their product over countries and they want to have more profits in selling raw materials as well, they will deicide to sell raw materials to franchisees However, when selling material to franchisees, the parties may have to consider the legal restriction that are imposed on import of such goods. The tariff rate in Vietnam now (after WTO accession) is still a litlle bit high. This will make the franchisee has to set a high adjusted price when negotiating with the franchisor. Based on the law of demand,ahigh price will leadtothelow quantity of product sold. Besides, the quota of some imported goods is eliminated recent years. B.MicroEnvironment Consumeranalysis: Potential customerofJAMBA Juice arethose who has middle and high income. Theycanbe teenagers who are usually impacted by the trend; they can behigheducatedofficerswhoare willing to pay for services they gain when they buy product; they can be those who has a healthconcern. 2.Competitoranalysis: Because in Vietnam, there is no significant famous juicebrandnamestore,JAMBAjuicecan gainthefirstmoveadvantagesinthetendencyofhealthconcern. However, we should consider the subtitute products of juice which are tea, milk tea and coffee. JAMBA Juice will compete to many famous brand names in the world or brand names hold large market share in Vietnam. They are Starbuck, The Coffee House, Coffee Bean and Tea Leaf, Phuc Long, Highland Coffee, Trung Nguyen Coffee, Gloria Jeans Coffee, Urban Station and so on. Starbuck is our main competitor in term of market segmentation because it focus on targeting the high class customer who are willing to pay a lots on service and brandname ( average price is about 80 000 or90000VND).Thepriceof products of other brand names like The Coffee House, Coffee Bean and Tea Leaf, Gloria Jeans, and Trung Nguyen Coffee are more affordable than JAMBA Juice ( average price is about 60 000). Moreover, their stores are very peaceful as Starbuck which are suitable for officers, business man or those who would like to have a quiet area. The rests are Urban Station, Phuc Long, and Highland. Products of these store are cheap (average price is about 30 000 or 40 000). However, the atmosphere at these store is quite noisy, especiallyinPhuc Long,whichisjustsuitableforteenagers. In Food & Bevergae service industry in Vietnam, particularly in HCM city now, PhucLong and Highland have high market share because of its taste and very affordable price. But in term of high class, Starbuck still a giant in this industry because of its fame in the world Trung Nguyen coffee is a local famous brand name which appears a very long time in Vietnam. D.PromotionorIMCPrograms: 1.1ststage:Beforeopening(within1month) A dvertising: KindofAds Adsmessage Media Channel Frequency/ Location Duration PrintedAds Informative Press: +PhụNữ +GiaĐìnhvà TiếpThị +Phụnữngày nay +Phụnữthời đại 1foreachtime 1month onepress released OnlineAds Informative Website (banner): +kenh14 +tuoitreonline +vnexpress +eva.vn +Zing.vn +Báođiệntử DânTrí +Báođiệntử Vietnamnet Forum (banner) +webtretho 1foreachday 1month Banner(on street) 20 2months 2.2ndstage:Opening(next3months) Advertising: KindofAds Adsmessage Media Channel/ Location Frequency/ Amount Duration TVC Informative CableTV: +YanTV 10timesper dayforeach channel 3months Banner(on street) 20 3months PrintedAds Informative Press: +PhụNữ +GiaĐìnhvà TiếpThị +Phụnữngày nay +Phụnữthời đại 1foreachtime 3months onepress released OnlineAds Informative Website (banner): +kenh14 +tuoitreonline +vnexpress +eva.vn +Zing.vn +Báođiệntử DânTrí +Báođiệntử Vietnamnet Forum (banner) +webtretho 1foreachday 3months PRactivities: Pressrelease TVTalkshow:Sứcsốngmới YanAroundMộtvòngtrảinghiệm PROnline SocialNetwork:Facebook,Instagram Influencers: Chi Pu, Hari Won, Thúy Hạnh, Ninh Dương Lan Ngọc, Ngô Thanh Vân, Diệu Nhi,SĩThanh,YayaTrươngNhi, SalesPromotionprogram: Combo Discount20%for5firstdaysfromdateofopeningstore 3.3ndstage:AfterOpening Combo DiscountPolicyforVIPandVVIP Accumulatedpoint Discountrate VIP 500 10%/orderbill VVIP 1000 20%/orderbill 100points=VND100,000 Coupon: +Customerbirthdaycoupon +1+1coupon(HappyMonday) SpecialEvents: PART7:HUMANRESOURCESPLAN 1.Thebusinesswillwillfollowhierarchystructurefromtheexecutiveleveltothefuntional level. +Executivelevelincludesowner/chiefmanager,marketingmanager,operationmanagerand financeexecutiveofficer. +Funtionallevelconsistsofmarketresearchstaff,qualitycontrolstaff,businesssupervisor andauditor. 2.Wealsohirethefrontlineworkers,staffsandespeciallyparttimeconsultanttojoinhand indealingwithcompany’sissues. 3.Jobdescriptions: ● Owner/Chiefmanager: Developbusinessideas,goals,businessstrategicplans. Organizeandencourageallthestafftocarryoutthestrategicplans. Ensuretheachievementofbusinessobjectives. ● Consultant: Expertswhocanhelptodoyourbusinessnowandinfuture. Consultantsmaybeaccountants,bankcarders,lawyers,governmentofficials. Giveadvicesandconsultinformationtogenerateideaforthebusiness ● Marketingmanagerishighlyresponsiblefor: Salespromotion. Advertising. Sales. Superviseresearch. Forecastsalevolume. ● Marketresearchstaff Workwithmarketsurveyagency,conductnecessarysurvey. Analyzesurveyinformationaboutmarket,demographictrend,customers. Bringwhatonmarketingpaperintoactions. Keeptrackwithadvertingactivities. Cooperatewithbusinesssupervisortokeeptrackwithinternalandexternalproblems. Takeactionsneededtoincreasethecompany’simage. ● Operationmanager: Improvefacility,construction,management. Productmodifyanddesign. Efficientuseofmachines,spaceandpersonnel. Developmentandinstallationofproducttoolsandequipment. ● Input–outputqualitycontrol: Productionandinventorycontrol,materialscontrol. Qualityassurance,qualitycontrolofinputmaterialandfinishproduct. Supply–chainmanagement. ● Businesssupervisor: Makesureallactivitiesworksmoothlyandflawlessly. Resolveallproblemintheworkplace. Dealwithcustomercomplainandfeedback. Workscheduling. ● Workers: Getthedailybusinessactivitiesdone. Frontlinejobsuchastakeorder,cashier,security,makeproduct,etc… Dividedintoproductionstaffandservicestaff. ● Financeexecutive: Keepeyesoncreditaccount,accountpayable,accountreceivableanddailyoperatingcost. Generateideasonraisingcapital,investment. Fundsmanagement. Capitalrequirement. Forecastincome,expense. ● Auditor: Copewithbalancesheet,incomestatement,annualfinancereports. PrepareTaxdocuments,cashflowstatement. 4.Workingbeneftsandrequirements: a.Payrollandrequirements: Position Numberofpeople Salary/month Skillandrequirement Owner/Chief manager 1 Dependablebut fixedat1000 Wellknowntheindustryand companystrategy Leadership,corporate governance. Marketing manager 1 1000 2yearexperienceinselling. KnowledgeaboutVietnamese market. Dynamicandcreativityability. Marketresearch staffs 2 700 Experienceinconductingsurvey Statisticsanalyzeability. Consultant 1 Operation manager 1 1000 Goodatoperationmanagement. 2yearexperience InputOutput qualitycontrol 2 700$ Goodatscheduling. Experienceinquality management. Statisticsanalysis Dependablebut Wellunderstandingthemarket. fixedat700 Morethan5yearexperiencein thefield Business supervisor 1 700 Emotionalintelligence. Humanresourceskills Functional personnel 4servicestaff 6productionstaff Financeexecutive 1 1000 Skillincorporatefinance. Highmorality. 2yearexperienceinfield Finance document preparer 1 700 Acquaintedwithfinancepapers. Dilligence,honesty Experienceisadvantage $2400permonth Goodattitude. ($4per Abilitytoworkwithcustomer. Learningability. 8hourshift,2 shiftspermonth) b.Workingbenefits: “Flexibleworkhour”,“Compressedworkweek”isavailableforallstaffexceptfor functionalpersonnel. Eachworkerinfunctionalpersonnelcanchoose“jobsharing”,“jobrotation”programs. “Meritpay”forexceptionalbehavioratworkplace. Semiannualhealthcareprogram,annualvacationformanagerandexecutives. PART8:FINANCIALPROJECTION Attachedexelfile PART9:PROJECTIMPLEMENTATIONANDCONTROL ProjectImplementationandControl Description 1.Ongoingactivities Timeschedule 2015 1.1Fieldmonitoringtrips, reporting,andplanning/progress review 1.2Discussion andsigningwiththefranchise company 1.3Staffcapacitybuilding Miles tone 16% Meansof Verification 2016 46.67 2016 % 2015 2015 0% Initiation 0% Initiation 0% Initiation 0% Initiation 0% 0% Planning 2016 2015 Initiation 2016 1.4Financialaudits,bothforthe projectandpartners’books 1.5Monitoringfinancial performance,burnrate,etc. 2.Projectstartupactivities: 2015 2016 2015 2016 2015 2016 2.1Settingupfranchises(products, services) 2015 2016 andDesign 2.2Staffrecruitment,job descriptions,induction,staff deployment,buildingcapacity 2.3Creatingmarketingactivities 0% 2015 2016 andDesign 0% 2016 2016 Planning andDesign 0% 2015 2015 2.4Maintaininghumanresources capacity Planning Execution REFERENCE http://blog.socialwalk.com/researcharticleanalysisoffoodbeveragemanufacturinginthail andcomparedtovietnam/ http://www.austrade.gov.au/Australian/Export/Exportmarkets/Countries/Vietnam/Industries/ foodandbeverage http://www.euromonitor.com/juiceinvietnam/report http://www.marketingvietnam.net/ http://www.quangcaongoaitroi.org/gocmarketting/chiphiquangcaongoaitroi.html APPENDIX CostforAds 1ststage:Beforeopening ndofAds smessage MediaChannel equency uration agePrice lcost ($) intedAds ormative Press: reachtime 5days +PhụNữ adspage 00 0/post 000 0/day 000 ressreleased iaĐìnhvàTiếpThị oneofthose Phụnữngàynay press +Phụnữthờiđại nlineAds ormative Website: st/daywith month +kenh14 eofthose +Tuoitreonline website +vnexpress +Zing.vn +Vietnamnet +Webtretho illboard vertising crowdedstreet:Dien nner/street months hu,PhamVanDong, pliedin3 … streets 2ndstage:Opening KindofAds Adsmessage Frequency/ Duration eragePriceTotalcost ($) Amount MediaChannel/ Location TVC Informative 3timesper 15days 2500/time +CableTV: +YanTV 112,500 yforoneof 2channel. Change hanneleach month. Billboard advertising Oncrowdedstreet: 2banner/ ienBienPhu,Pham VanDong,… months 200/day 108,000 street Appliedin3 streets PrintedAds Informative Press: +PhụNữ foreachtime months 0/adspage 37,800 onepress GiaĐìnhvàTiếpThị leasedwith +Phụnữngàynay neofthose +Phụnữthờiđại press. hangepress ach7days OnlineAds Informative Website: 1post/day +kenh14 withoneof +tuoitreonline osewebsite. +vnexpress Change +Zing.vn áođiệntửVietnamnet +webtretho bsiteeach7 days months 500/post 45,000
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