(Luận văn tmu) 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 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 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 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 iii 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 iv LIST OF TABLE Table Bo To Quan Moc’s Customer Portrait Table Bo To Quan Moc’s Competitor .9 Table SWOT analysis 10 v List of figure Figure Aladdin International Vision JSC Structure Figure The forecasted revenue development of F&B market from 2016 to 2022 vi 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 Founded Aladdin International Vision Joint Stock Company 02/03/2017 No 16, Alley 145/49, Quan Nhan Street, Nhan Chinh Ward, Head office Phone Tax code Business Thanh Xuan District, Hanoi (+84) 97 955 5095 0107742477 Food and Beverage industry 1.2 Aladdin capacity 1.2.1 Company vision and mission 1.1.1.1 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 1.1.1.2 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 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