Company Overview
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
No 16, Alley 145/49, Quan Nhan Street, Nhan Chinh Ward,
Aladdin capacity
The company is a leading restaurant chain in Vietnam, renowned for its authentic Vietnamese cuisine inspired by nature, mountains, and forests With a focus on fast and attentive service, it aligns with modern societal trends while preserving traditional cooking methods to maintain the rich flavors of its dishes.
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.
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.
The company is structured into two main divisions: office employees and restaurant staff The Marketing Department is the largest, comprising seven employees.
During my internship time, I am assigned to focus on restaurant brand Bo To Quan
At Bo To Quan Moc restaurant, I lead trade marketing initiatives while collaborating with the Marketing Department to effectively learn and complete assigned tasks.
Figure 1 Aladdin International Vision JSC Structure
Bo To Quan Moc restaurant brand
Bo To Quan Moc Manager
Tan Luong Son Quan Manager
Bo To Quan Moc restaurant is located on Thai Thinh street - a bustling and vibrant street
Bo To Quan Moc has quickly gained a strong reputation among diners, thanks to its organic beef sourced from young cattle and exceptional cooking techniques The restaurant's signature dishes, primarily featuring tender and fresh calf meat, offer a delightful culinary experience Additionally, the unique decor, reminiscent of the nostalgic 1980s, enhances the dining atmosphere, allowing patrons to relive cherished childhood memories.
- POD: The ingredient is calf (soft, delicious, fresh) | The old town space, 80s style (unique, nostagic, joyful)
Bo To Quan Moc is actively exploring new locations for expansion in Hanoi, targeting areas such as Thanh Xuan District, Cau Giay District, and Ba Dinh District, as well as other cities in Northern 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.
Achieve the total revenue of $1.7 million in 2018
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.
The marketing department and F&B production have recently introduced a refreshing new dish, green bean soup with beef, designed to cool and detoxify the body, making it perfect for hot summer days Due to the positive feedback from diners, we are considering adding this popular dish to our restaurant's official menu.
Detailed desciption of internship responsibilities
Vietnam F&B market analysis
The food and beverage sector in Vietnam has experienced significant growth over the past decade, fueled by both foreign and local brands A report from Euromonitor International indicates that from 2016 to 2020, the F&B market in Vietnam achieved an impressive average annual growth rate of 16.5%.
"Food & Beverages" segment amounts to US$90m in 2018.
In recent years, significant investments from foreign brands have surged in the market, fueled by rapid urbanization, rising consumer spending, and a growing middle-class population Concurrently, local brands specializing in Vietnamese cuisine and street food are emerging as formidable competitors to global food chains.
In recent years, foreign fast food chains have experienced a decline in performance and have slowed their expansion efforts, as consumers increasingly favor local flavors and more affordable options This shift presents a significant opportunity for restaurants to enhance awareness among target customers about their offerings.
Figure 2 The forecasted revenue development of F&B market from 2016 to 2022
A recent report by Decision Lab, a market research firm in Ho Chi Minh City, reveals that full-service and quick-service restaurants dominate out-of-home food and beverage consumption, each holding a 36% share Street food represents 11% of the market, while convenience stores, canteens, bars, clubs, and hotels make up the remainder Notably, the average transaction size for fine dining at full-service restaurants is $11.7, with Bo To Quan Moc averaging expenses between $7.5 and $11.2 per person, highlighting a competitive advantage for the restaurant.
In the first quarter of 2017, foodservice outlets experienced 328.6 million visits, with breakfast representing nearly 30% of these visits This trend is largely driven by the modernization of traditional Vietnamese cuisine, the rise of convenience stores, and the increasing population of urban office professionals.
Location is the primary factor influencing restaurant selection, particularly in urban areas with increasing populations and traffic challenges A survey reveals that 63% of respondents prioritize location, while cleanliness and food quality are equally important to 34% of participants These key factors underscore the strengths of Bo To Quan Moc as a preferred dining choice.
As internet and smartphone usage continues to rise, restaurants are increasingly prioritizing online ordering to boost sales, with nearly 50% of food delivery orders in major cities now made online Bo To Quan Moc is collaborating with partners to offer customers a convenient platform for ordering food through the internet.
Micro environment
Bo To Quan Moc, located at 102 Thai Thinh Street, is the inaugural establishment of the upcoming Bo To Quan Moc restaurant chain, featuring a capacity of 500 seats The chain plans to expand to a total of 12 restaurants by 2020.
Bo To Quan Moc has successfully implemented its Corporation Identity Program (CIP), ensuring that all marketing activities, including trade and online marketing, are easily identifiable to customers This is achieved through a consistent use of colors, logos, and staff uniforms, creating a cohesive brand presence.
The restaurant collaborates with various partners to execute effective marketing campaigns, including a media agency for creating promotional videos of its dishes and ambiance Additionally, partnerships with banks and travel companies enhance its outreach and promotional efforts.
To guarantee the authenticity and high quality of its offerings, Bo To Quan Moc sources its main dish ingredients, specifically calves, directly from local farms These suppliers are located in the Ba Vi pasture, just an hour's drive from the restaurant, ensuring a fresh and reliable supply chain.
By purchasing directly from producers, customers can enjoy original prices without intermediaries, ensuring easy access to high-quality food and its origins This approach not only enhances transparency but also helps reduce production costs, allowing us to offer the best prices to our customers.
In addition, the restaurant also selects the form of purchase from the distributor for other ingredients of the dish and beverages.
Bo To Quan Moc primarily serves urban residents of Hanoi and its surrounding areas, catering mainly to office workers and local households The average cost for a meal at Bo To Quan Moc ranges from $9 to $11.50 per person.
The customer profile for Bo To Quan Moc is utilized to enhance the restaurant's quality and service, serving as a foundation for effective marketing campaigns.
Group of Friends Group of Family
Gender Both Male and Female
Office employees: manager, deputy manager, staff,…
Social class Middle class Middle class Upper class
2 kms radius around the restaurant: Thai Thinh Street, Tay Son Street, Thai Ha Street,…
Hanoi urban area Apartment buildings near the restaurant: Mipec, Vinaconex Tower,…
Be loyal to a restaurant they love
Appreciate the comfort and fun
High requires about quality and services
Joyful, romantic, nostagic Depressed mood since working pressure
Comfortable, fun Towards a convenient and comfortable life
Hobby Friends gathering after work, travel, fashion, fast food, marriage, business, technology,
Friends gathering, acohol, signature food, childhood, career, technology,
Houseware, childrearing, children,marriage, health, business, insurance, banking,…
Relationship inside family, finance, furture plan,
Transport Motorbike Motorbike, car Motorbike, car
Table 1 Bo To Quan Moc’s Customer Portrait
For each group of customers, we build different content suitable for each target group.
Vietnam, especially Hanoi, is a vibrant hub for a diverse array of restaurants, leading to intense competition in the culinary scene This report focuses specifically on the direct competitors located near the Bo To Quan Moc restaurant.
Duc Troc Hotpot – Thai Thinh Street
Thinh Street Scale Large – 520 seats 4 floors – 450 seats Small – 140 seats
All customer group, mainly are people indulge in alcohol
Office workers around the area, family group has middle income
Office workers and family group in upper class
The pristine style, suitable for gathering friends
Garden architecture, influenced by Chinese Thuy Hu novel
Modern, luxury style, suits to entertain guests/partners Specialize in hot pot, grub
Specialized in traditional mountain species dishes
Specialize in seafood Fresh seafood, selected by customers, then free parking operating for years
- Free parking, food delivery playground.
- Fresh and high quality food
- Good marketing team, professtional staff
Space is no highlights, tables are closely spaced, not private
- Food hygiene and safety scandal leaded to negative image
High price, only seafood lead to limit customer quantity.
Table 2 Bo To Quan Moc’s Competitor
Small business owners must create products and services the customer values, and produce and deliver them in exceptional ways compared to the competition To meet the challenge, Bo
Quan Moc should clearly define its current business and operational objectives while taking into account various influencing factors The restaurant utilizes structured brainstorming techniques, bolstered by a comprehensive SWOT analysis to identify its strengths, weaknesses, opportunities, and threats.
1 The demand for entertainment and eating of the people is increasing
1 The enter of many competitors
2 Restaurant business market in Vietnam develops faster and stronger
3 Customer trend is now seeking for the old values and nostalgia about restaurant on diners are increasing
1 Good quality products, good service rely on highly skilled chef
2 Good business location in crowded and bustling residential area
3 Unique restaurant decoration and style
4 Many promotion campaigns are conducted to attract customers
- Enhance branding activities to raise awareness about Bo To Quan Moc
- Perform sales promotion on special days, weekend to attract prospects
- Invest in professional training for staff and manager
- Take advantage of restaurant space and style to attract new diners
- Remember the name and favorite dishes of VIP customers
1 Slowly change when more competitors appear, no new product
2 Not really effective in brand
- Beside serving dishes from calves, consider more signature dishes from
- Develop new tasty dishes for each season main meal but also including light snacks
2.4 Description of task given during the period of internship
Bo To Quan Moc prioritizes marketing investments, recognizing that 90% of its customer base is acquired through media and marketing initiatives, while only 10% comes from walk-in visitors This highlights the effectiveness of their promotional efforts in raising awareness about the restaurant.
To Quan Moc restaurant before they come to have meals, and only a small number of visitors reach the restaurant by chance.
As a marketing trainee and informal assistant to Deputy Marketing Manager Ms Thu Thao, I gained valuable insights by attending board meetings and partner discussions while supporting the planning, implementation, monitoring, analysis, and reporting of restaurant marketing strategies This experience provided me with a comprehensive understanding of the marketing department's operations I took on significant responsibilities in trade marketing for Bo To Quan Moc restaurant, which became my primary focus Additionally, I was involved in digital marketing, customer relationship management, collaborating with partners, and contributing to the Bo To Quan Moc franchise project, all of which I will elaborate on further.
The Vietnamese market is increasingly recognizing the significance of Trade Marketing, highlighting its growing importance in contemporary retail strategies As businesses adapt to evolving consumer behaviors, the focus on effective in-store elements has become essential for success This shift underscores the undeniable fact that Trade Marketing is poised for substantial growth in Vietnam.
During the initial phase of my internship, the restaurant's trade marketing efforts were primarily restricted to signage, staff uniforms, basic leaflets, and loyalty programs, including a special birthday dining offer for customers Moving forward, Bo To Quan Moc aims to enhance its trade marketing strategies to boost overall revenue and attract new clientele in light of increasing competition in the area over the next six months I was assigned this task as my first internship project due to its significance in addressing these challenges.
The restaurant's strategy prioritizes trade marketing, attracting significant interest and investment, which will provide an opportunity to learn how to effectively plan and execute professional marketing campaigns.
Trade marketing demands a solid understanding and the right mindset, providing an opportunity to apply university theories in real-world scenarios Regular interactions with customers and restaurant departments allow for a deeper understanding of customer needs and restaurant operations, which are essential for developing effective future marketing strategies.
Some recommendations for Bo To Quan Moc restaurant brand
2.5.1 Financial 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.
To enhance employee performance and elevate the restaurant's image, Aladdin should implement a comprehensive training program for its staff, focusing on customer interaction and service excellence This initiative will ensure that employees are well-equipped to represent the restaurant positively and effectively engage with customers.
- 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.
To stay competitive in the ever-evolving market, it is essential for marketing employees at Bo To Quan Moc to undergo regular training This continuous education will ensure they are updated on the latest trends and changes, helping the company maintain its edge over competitors.
Evaluation on the report
Achiements
During my internship, I focused on researching the market and customer demographics for Bo To Quan Moc restaurant, while developing and implementing a strategic marketing plan This report successfully identifies the target customer profile and outlines a budget-friendly yet effective marketing strategy Additionally, the data collected from reputable and up-to-date sources will enhance the linear market research database.
Difficulties encountered
During my internship, I encountered various challenges, particularly while researching the restaurant's competitors Bo To Quan Moc has a limited database regarding the market and its competitors, necessitating that I conduct all research independently, with support from the 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
Conducting a flyer advertising campaign independently presented several challenges, from hiring and training personnel to supervising and evaluating their performance Working with students proved particularly difficult due to the numerous unexpected issues that required immediate attention.
At times, I found myself unprepared for the tasks assigned to me at the company, requiring me to invest time in observing my colleagues and adapting to their work pace.
Through my time working and training alongside seasoned professionals at Aladdin Company, I have significantly improved my efficiency and successfully integrated into the department's collaborative workflow.
Experiences gained during the period of internship and solutions to overcome
During my internship at a reputable company, I successfully applied the knowledge I gained at Thuongmai University, thanks to the invaluable guidance from my tutors and professors This experience allowed me to make meaningful contributions while enhancing my practical skills in a professional environment.
I have gained valuable insights into creating effective promotional campaigns for restaurants and identifying the right target audience My senior colleagues and tutor have been incredibly supportive, readily answering my questions and guiding me through challenges During my market analysis, my tutor provided access to reliable sources of information, enhancing my research Additionally, my manager encouraged my participation in meetings and various aspects of the restaurant, allowing me to develop a comprehensive understanding of our customers and the company's vision, which is essential for formulating my marketing strategies.
To thrive in the Marketing Department of Aladdin Company, I have focused on developing a productive work style that aligns with my colleagues Through guidance and feedback from my tutor and peers, I have significantly improved my communication, problem-solving, and teamwork skills Over time, I have enhanced my efficiency, made fewer mistakes compared to the beginning of my internship, and gained invaluable real-world experience.