How the pizza company differentiate and position their productsservices for maximum competitive advantage

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION INTERNATIONAL BUSINESS REPORT PRINCIPLES OF MARKETING How The Pizza Company differentiate and position their products/services for maximum competitive advantage Lecturer: Nguyen Thi To Mai Group: Sunflowers – Shift: 4, Saturday Ho Chi Minh City, 20th May 2021 0 LIST OF GROUP MEMBERS Full name Le Nguyen Gia Huy Student ID 719D0259 Le Lien Long 719D0081 Huynh Muoi Luy 719D0082 Nguyen Thi Hong Ngoc 719D0105 Duty Evaluation Signature Chapter (2.2) Chapter (3.1) 100% Signed Chapter (1.1) Chapter (3.4) Introduction Conclusion Chapter (3.1) 100% Signed 100% Signed Chapter (2.1) Chapter (3.2-3.3) 100% Signed Hinh Van Ty 719D0221 Chapter (1.2) Chapter (3.1) 100% Signed Tran Le Thinh 719D0263 Chapter (3.1-3.2) 100% Signed 0 COMMENTS FROM LECTURER ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… 0 ACKNOWLEDGEMENT The group first sends their sincere thanks and deep gratitude to Ms Nguyen Thi To Mai She is the one who has always provided us with support and guidance during our education and completed The article perfectly with The theme: "The Pizza Company." With her precious expertise and experience, she was eager to help and provide detailed guidance on the direction of development, the direction of understanding the subject, while also providing guidance on the appropriate approach, presentation of content, going into the problem That is the basis on which we can get the report done best Without a teacher we would have been lost, you would have inspired us to get to today However, because of limited time conditions, and a lack of practical experience, the report is inevitably flawed and eager to receive comments from teachers and friends Sunflowers Team 0 Table of Contents INTRODUCTION CHAPTER 1: INTRODUCTION ABOUT THE PIZZA COMPANY 1.1 Overview about Minor Food Group and QSR Vietnam 1.1.1 Minor Food Group 1.1.1.1 Formation and development process 1.1.1.2 Vision and core values 1.1.1.3 Culture 1.1.2 QSR Vietnam 1.1.2.1 Form of operation 1.1.2.2 Culture 1.2 Overview about The Pizza Company 1.2.1 Brand story 1.2.2 Field of activity 1.2.3 Organizational chart 1.2.4 Logo and contact information CHAPTER 2: THEORETICAL BASIS AND DETERMINE THE TARGET GROUP CUSTOMER OF THE PIZZA COMPANY 2.1 Theoretical basis 2.1.1 Differentiation strategy 2.1.2 Brand positioning strategy 2.1.3 Value proposition 2.2 Analyze the target customer of The Pizza Company 2.2.1 Demographic characteristics 2.2.2 The way to approach customer information 10 2.2.3 The demand of customer 10 2.2.4 The behavior and preferences of the customer 10 CHAPTER 3: ANALYSIS DIFFERENTIATION STRATEGY AND POSITIONING STRATEGY OF THE PIZZA COMPANY 11 3.1 SWOT 11 3.1.1 Strengths 11 3.1.2 Weakness 11 0 3.1.3 Oppotunities 12 3.1.4 Threats 12 3.2 Competitors 13 3.2.1 Pizza Hut 14 3.2.2 Domino’s Pizza 15 3.3 Identifying a set of possible competitive advantages to build a position 17 3.3.1 Product 17 3.3.2 Service 18 3.3.3 Channel 19 3.3.4 People 19 3.3.5 Image 20 3.4 Choosing the right competitive advantages and selecting an overall positioning strategy 21 3.5 Communicating and delivering the chosen position to the market 21 CONCLUSION 22 REFERENCES 23 0 LIST OF FIGURES Figure The structure of The Pizza Company brand (Source: self-synthesizing group) Figure Logo of The Pizza Company brand (Source: Internet) Figure Positioning map (Souce: self-synthesizing group) Figure Positioning strategy (Source: Principles of Marketing by Philip Kotler and Gary Armstrong 16th edition) Figure The number of posts and blogs about used pizza brands 13 Figure The percentage of brands talk about on social based on 181,456 blogs and posts 14 Figure Example pizza of The Pizza Company 18 Figure Services of The Pizza Company 19 Figure Images of The Pizza Company 20 0 INTRODUCTION Nowadays, the economy becoming more and more developed, diverse, and complex, it has accidentally made each of us's lives busier and more hurried Hence, all of us - consumers frequently prefer products or services that are fast, save time, and one of them we cannot no mention the processing industry fast food of the F&B industry Thanks to its growth, now consumers have more and more choices, more opportunities to find the most proper product that meets their needs quickly, conveniently as well as a reasonable price It can be said that the fast-food area is still very popular, in Vietnam we have a range of well-known fast food brands from abroad such as Subway, Burger King, KFC, Lotteria, Pizza Hut, Pizza Inn, The Pizza Company….and it has gradually become a new dining trend for people of all different ages For instance, if adults love fast food because it is convenient and time-saving, children like to use it as a snack to chat with friends or family after school or on holidays The image of fast-food chains popping up all over the world has attracted consumers by its clean space, high scale, dedicated staff, attractive menu, and unique characteristics of each brand In addition to the strong development, the current situation is that the statistics of obesity, diabetes as well as environmental pollution from plastic waste are rising rapidly and in fact, these things have a heavy impact From the COVID-19 pandemic, the fastfood industry is facing huge challenges from microenvironmental to macroscopic factors Because of this constant change from environment to people, if businesses not have specific strategies, it is very easy to lose to other competitors Eager to understand indepth the strategies of businesses and how they approach customers, my team decided to choose The Pizza Company brand as its research object In this report, we not only explore the products/services of The Pizza Company restaurant chain but also learn about the strategies that set them apart from other competitors, all things will help us get an overview of this brand, the fast-food industry and suggest some development directions for The Pizza Company In conclusion, the topic that my team explored