ANALYSIS FOR MARKETING STRATEGY OF PIZZA 4p’s RESTAURANT SERVICE

MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING SERVICE MARKETING Code: 2021702052705 FINAL EXAM ANALYSIS FOR MARKETING STRATEGY OF PIZZA 4P’S RESTAURANT SERVICE Class: CLC_19DMA05 Team’s members names and IDs: Phạm Thảo Nguyên - 1921005570 Đoàn Vân Nhi - 1921005580 Phạm Ngô Đăng Khoa -1921005469 Trương Đặng Ngọc Linh - 1921005506 Nguyễn Thị Thu Trang – 1921005729 Huỳnh Anh Tuấn - 1921005749 Ho Chi Minh, 2021 TEACHER COMMENT i TABLE OF CONTENTS TEACHER COMMENT i TABLE OF CONTENTS ii LIST OF FIGURES v LIST OF TABLE vi Section Introduction 1.1 Objective of ours study 1.2 Report flow 1.3 Introduce 1.4 Core values 1.5 Vision and mission Section Market & Competitors Analysis 2.1 Market situation 2.2 Competitors Section Target customers analysis & Positioning Strategy 12 3.1 Targeting 12 3.2 Consumer Behavior 13 3.2.1 Need arousal 13 3.2.2 Information search 13 3.2.3 Evaluation of alternative solutions 13 3.2.4 Purchase decision 15 3.3 Encounter stage 15 3.4 Post – encounter purchase 16 Section Analyzing the Marketing Mix (7Ps) Strategies 18 4.1 Services Product strategy 18 4.1.1 Characteristics of restaurant service at Pizza 4P's 18 ii 4.1.2 Core product 19 4.1.3 Supplementary service 22 4.1.4 Branding Strategies for Service 25 4.2 Pricing strategy 25 4.2.1 Cost-based pricing 27 4.2.2 Value-based pricing (Customer-based pricing) 28 4.2.3 Competitor-based pricing 29 4.3 Distribution strategy 29 4.3.1 Distribution channel system 30 4.3.2 Distribution intermediaries 31 4.3.3 Distribution strategy 33 4.4 Promotion strategy 34 4.4.1 Who - Target audience 34 4.4.2 What - The message to convey 34 4.4.3 How - Through a variety of communications channels 35 4.4.4 Where & When 44 4.5 Service processes management 44 4.5.1 Service processes 44 4.5.2 Customers as co-producer 50 4.6 Physical evidences management 50 4.6.1 The Servicescapes Model 50 4.6.2 Behavior Consequences of Affect 50 4.6.3 Internal responses of customers 51 4.6.4 Envinronmental dimensions 52 4.6.5 Put it together 55 4.7 People management 56 iii 4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage 56 4.7.2 The Frontline in Low-Contact Services 57 4.7.3 Emotional Labor 57 4.7.4 From the Cycle of Mediocrity to the Cycle of Success 58 4.7.5 Human Resources Manament – How to Get It Right 62 4.7.6 Service Leadership and Culture 66 Section Evaluation & recommendation 68 5.1 Services Product strategy 68 5.2 Pricing strategy 68 5.3 Distribution strategy 69 5.4 Promotion strategy 69 5.5 Service processes management 70 5.6 Physical evidences management 71 5.7 People management 74 Conclusion 75 List of References & Originality 77 Appendices 80 Report plagiarism 81 iv ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE LIST OF FIGURES Figure 1.1: Logo of Pizza 4P’s Figure 3.2: Factors which Vietnamese people care about when they choose eating outside 13 Figure 3.3: Positioning map of Pizza 4P's 16 Figure 4.4: A picture of Pizza 4P's product 21 Figure 4.5: Logo of 4P's services 25 Figure 4.6: Menu of Pizza 4P's 26 Figure 4.7: Menu of Pizza 4P's 26 Figure 4.8: Operation Process and Utilities of AhaMove 31 Figure 4.9: Operation Process and Utilities of AhaMove 32 Figure 4.10: Operation Process and Utilities of AhaMove 32 Figure 4.11: Happy Hour Campaign picture 39 Figure 4.12: Pizza 4P's website 40 Figure 4.13: Act 1: Prologue and Introductory Scenes 45 Figure 4.14: Act 2: Delivery of the core product 47 Figure 4.15: Act 3: The drama concludes 48 Figure 4.16: Act 3: The drama concludes 49 Figure 4.17: Pizza 4P's Layout and Interior 53 Figure 4.18: Pizza 4P's Layout and Interior 53 Figure 4.19: Signs, Symbols, and Artifacts 54 Figure 4.20: Signs, Symbols, and Artifacts 54 Figure 4.21: Signs, Symbols, and Artifacts 55 Figure 4.22: Signs, Symbols, and Artifacts 55 Figure 4.23: Pizza 4P's Employee 56 Figure 4.24: Pizza 4P's Employee 57 Figure 4.25: Cycle of Mediocrity 58 v ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Figure 4.26: Cycle of Mediocrity Features 59 Figure 4.27: Cycle of Success 59 Figure 4.28: Pizza 4P's Recruitment Claim 61 Figure 4.29: The Service Talent Cycle 63 Figure 4.30: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's 66 Figure 5.31: Evidence from the comments or reviews on review websites 71 Figure 5.32: Evidence from the comments or reviews on review websites 72 Figure 5.33: Evidence from the comments or reviews on review websites 72 Figure 5.34: Evidence from the comments or reviews on review websites 72 Figure 5.35: Evidence from the comments or reviews on review websites 73 Figure 5.36: Employee Retention in The Past Years 74 LIST OF TABLE Table 2.1: Competitors of Pizza 4P's Table 4.2: Pricing strategy of Pizza 4P's and Competitors 27 vi ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Section Introduction 1.1 Objective of ours study As a branch of the fast food business, the revenue of pizza and burger chains has continuously increased in recent years In terms of scale, this restaurant chain is still behind the fried chicken chains, but the growth rate is much higher In 2019, the Pizza Hut chain achieved a revenue of VND 749 billion, while The Pizza Company achieved more than VND 617 billion, up 21.8% and 24% compared to 2018 Considered "later born, late born" in this group, but Pizza 4P’s also continued to close the gap when recording revenue of nearly 570 billion dong, up 34% Pizza easily wins the hearts of customers thanks to the main ingredient made from wheat flour, similar to bread, which is familiar to the taste of Vietnamese people In a report three years ago, Euromonitor once valued the pizza market in Vietnam with a scale of nearly $120 million Therefore, our team chose to analyze the Marketing Mix activities of Pizza 4P’s's restaurant service of Pizza 4P’s Joint Stock Company For the purpose of mentioning and analyzing the problems in the implementation of Pizza 4P's Marketing strategy to be able to offer, analyze and clarify how the restaurant has built its brand, built its position and approached than with customers In this report, we apply the knowledge we have learned to analyze the 7P marketing mix strategy of Pizza 4P's restaurant and offer suggestions and solutions to improve marketing activities 1.2 Report flow Section 1: Introduction - We will introduce the Pizza 4P’s company, study objectives and report flow Section 2: Market & Competitors Analysis - We will Analyze the current market situation for the service and identify the competitors of Pizza 4P’s Section 3: Target customers analysis & Positioning Strategy - We will identify the target customers of the company and describe some of target customers' relevant behaviors and identify positioning strategy of Pizza 4P’s Section 4: Analyzing the Marketing Mix (7Ps) Strategies - we will analyze the Marketing Mix (7Ps) Strategies of Pizza 4P’s ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Section 5: Evaluation & recommendation - We will evaluate each 7P’s of the company and recommend for the improvement Then, we will conduct the conclusion of Pizza 4P's marketing-mix 7P strategy 1.3 Introduce Figure 1.1: Logo of Pizza 4P’s 4P's operates in four areas: restaurants, cheese production, cheese wholesale, and dairy retail With the main business is Pizza 4P's The founder of Pizza 4P's chain is Masuko Yosuke After graduating from university, Masuko worked for a trading company, then managed for the famous investment fund Cyber Agent After quitting his job, in 2011 he opened the first Pizza 4P's store in Ho Chi Minh with an initial capital of 100,000 USD In the middle of May 2019, Pizza 4P's restaurant chain completed receiving investment capital from Mekong Capital's fund, marking a new stage after years of starting a business in Vietnam Previously, Pizza 4P's had received capital from Seedcom, a start-up investment fund chaired by Mr Dinh Anh Huan, former Co-Founder of Mobile World (MWG) In addition, Pizza 4P's also received capital from Chikaranomoto (who owns the Ippudo ramen restaurant chain in Japan) and Locotto At the time of 2017, when there were only stores, Pizza 4P's was valued at about 20 million USD As of April 2020, there are a total of 26 restaurants The main restaurant is Pizza 4P's, with 20 stores (including vending carts) in Vietnam Besides doing business at Pizza 4P's, 4P's also produces its own cheese to sell at stores and online stores as well as to supply 5-star hotels, restaurants Initially, the factory mainly produces mozzarella cheese to supply the restaurant, but until now the scale has grown to types of cheese, and also produces other dairy products such as yogurt, cakes puddings, etc ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Pizza 4P's Online Store was established after realizing the increasing demand for clean food from customers, providing them with quality products, improving their health 1.4 Core values The name 4P's means "For Peace" - Peace pervades the world The idea of "Peace" means living happily and actively living in peace The brand and logo of 4P's embodies the desire to always bring rich experiences to help each guest entering their world reap something positive and exciting Its culinary experiences that make the heart dance and spread positive energy Every guest when leaving has a positive feeling, even if it's just a little Pizza 4P's understands that, delicious is only the minimum requirement of a dish, customers will smile more and be more satisfied when the dish is both safe and healthy That's why 4P's put the idea of "Farm to table" into practice “Farm to table” has become the core value that helps dishes at Pizza 4P’s receive 10 points of trust from diners 1.5 Vision and mission Pizza 4P’s vision: “Make the World Smile for Peace” – Bring a peaceful smile to the world” Pizza 4P's ambition is not simply "A great Pizza restaurant" More than quality products, Pizza 4P's also wants to help customers feel joy and happiness through positive energy from its members By spreading smiles, Pizza 4P's hopes to make an impact to change the world." Pizza 4P’s mission: “Delivering Wow, Sharing Happiness” – Bringing “Wow”, Sharing Happiness It describes a delightful surprise, an experience that can make your heart dance, an abundance of positive energy and an uplifting spirit That excitement and positive energy is what it is a big step to the feeling of "Happiness" By "sharing" that with many people, Pizza 4P's believes that happiness will spread and fill the world… The result of "Delivering Wow, Sharing Happiness" is a smile To be able to bring happiness to customers, 4P's believes that bringing happiness to employees working at the Company is also very important 4P's has spent a lot of effort to bring the restaurant with a pleasant dining space, customers always feel comfortable, come and want to stay forever The guideline for all activities of Pizza 4p's is "Omotenashi", which means the spirit of welcoming guests with all your heart, showing the hospitality of the Japanese people Omotenashi embodies a thoughtful way of thinking about the customer rather than simply completing the task ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE the influence of Japanese culture, Mr Yosuke and his wife are the owners of Pizza 4P's chain but not so that they only know how to stand from the top looking down, they also actively participate in the process of providing services to customers such as support in processing as well as serving food to customers' tables Besides the business strategy, the strength of the enterprise from the corporate culture brings a competitive advantage for development Pizza 4P's focuses on building and perfecting the Service Culture as an identity and belief that permeates each employee The dedication and loyalty of each employee in the company, the cohesive teamwork in each job and the employees' trust in the decisions and policies of Pizza 4P's At that time, the culture of Pizza 4P's will make a difference and be a competitive advantage in the aviation human resources market 67 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Section Evaluation & recommendation 5.1 Services Product strategy ♦ Strength: Pizza 4P's service quality is a success, when it comes to providing customers with great experiences Pizza 4P’s provides a variety of dishes: from pizza, pasta, salad to dessert with unique and new flavors and extremely high quality to bring satisfaction and delicious experience to customers Website, fanpage provide customers with all necessary information Online table reservation system via website and phone is convenient and fast Customers can come close to the hour and still have a table available Staff are knowledgeable and professional With a sincere, hospitable attitude, always observing, listening and enthusiastic and meticulous, thereby knowing the needs and desires of customers to serve in the best way The restaurant is spacious and airy; Modern design, luxury, cozy The kitchen area is designed in an open space Customers can witness the chef's pizza making process ♦ Weakness: At Pizza 4P's, sometimes there is an uneven taste of dishes between restaurants The service at each branch of Pizza 4P's, from time to time, will also have a slight difference because this is inherent to the service and difficult to improve ♦ Recommendation Re-control the recipe and how to store ingredients in each branch to limit the uneven taste 5.2 Pricing strategy ♦ Strength Brands and products have been built with a certain image value, so customers are willing to pay at the set price ♦ Weakness No form of points accumulation, promotions for consumers, long-term service customers or customer gratitude occasions (birthdays, holidays, ) have not been applied 68 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ♦ Recommendation Build a points system to increase purchase motivation and build a loyal customer base Create reward points for customers, encourage them to use the service Implement incentives, discounts or use vouchers to show gratitude to customers who have used the service many times Offer forms of promotion on holidays, anniversaries, birthdays of customers 5.3 Distribution strategy ♦ Strength: -Sell products and services directly at their restaurant As a result, it is possible to easily receive direct customer reviews and feedback, and provide direct solutions to consumers The restaurants are located in the big center, in the densely populated area, convenient for moving Organize an online delivery model to help minimize social contact in the context of the pandemic Focus on fast delivery time, to ensure product quality and customer satisfaction ♦ Weakness: Few branches, small branches, lack of space leads to full table situation, unable to satisfy a large number of potential customers ♦ Rcommendation Open more restaurant branches in big cities, scattered in areas where most of the target customers are concentrated In addition, it is possible to change the floor area, use locations with large area and capacity, to meet the needs of more customers 5.4 Promotion strategy ♦ Strength Keeping up with the development of social networks, that is the dedicated work from the department in online channels: Website, Facebook, instagram… However, 4p's pizza did not focus on advertising in the beginning, but still attracted customers through word of mouth The products are photographed, decorated very eye-catching, helping to attract customers effectively Innovation from space, furniture, modern display to convenience and initiative for customers Simple, easy-to-understand advertising content 69 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE There are many campaigns and activities to protect the environment ♦ Weakness Do not invest heavily in image promotion for dishes like advertising on TVC, Youtube The advertisement doesn't have much of a message No holiday promotions for loyal customers ♦ Recommendation It is necessary to have the message in the advertisement to easily remember in the mind of the consumer; Introducing the dish creates a message or a story about the dish that impresses customers Discount for loyal customers on special birthday once a year Focus more on video advertising through youtube and TVC 5.5 Service processes management ♦ Strength Process is one of the things Pizza 4P’s is doing best right now, because for them: “Being able to satisfy customers is the most effective way to promote” Pizza 4P's has designed a strict, methodical but still neat, reasonable and most convenient operation process for customers Pizza 4P's has reduced cumbersome procedures to optimize the operation process, in order to help consumers having the best experience when using the service Besides, building a professional operating process of Pizza 4P's has helped businesses save management costs, improve brand value, and build trust in the eyes of customers This is also one of the strong points of service that Pizza 4P's brings to customers Besides serving product quality, but also focusing on formal space Staffs are well trained, can judge the psychology of customers to serve the most attentive When you book accommodation on the website, you will definitely have a seat, and it will be reserved for 20-25 minutes, the parking space is easy to find, the security guard is friendly, the seat check is also professional Toilets are usually clean, smell not bad, paper toilet is fully provided to serve the needs of customers before leaving to enjoy the most complete service and experience 70 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ♦ Weakness During the eating process of customers, each customer's opinion will be different, the quality of the food is not uniform at some branches Some places, when asked for some dishes, were sold out even though they were still going for an early order Waiting for a long time will make customers feel uncomfortable and worried, sometimes the overload of customers in some branches is too crowded, and staff will not be able to control the order of each table and will forget the order of the customer or the wrong order ♦ Recommendation Collect customer opinions, periodically improve products to suit the general taste, manage and control all recipes and how to store ingredients in each branch to reduce unevenness in different locations dish Improve the storage of goods and materials, maintain the number of products to easily provide the food that customers want It is necessary to have a store manager who can cover all issues from preparation to customer service, to solving problems of subordinates if mistakes happen to customers 5.6 Physical evidences management ♦ Strength 4P's facilities are rated as one of the most luxurious and beautifully designed restaurants in both Ho Chi Minh City and Hanoi, which is evidence from the comments or reviews on review websites like foody Figure 5.31: Evidence from the comments or reviews on review websites 71 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Figure 5.32: Evidence from the comments or reviews on review websites Figure 5.33: Evidence from the comments or reviews on review websites Figure 5.34: Evidence from the comments or reviews on review websites 72 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Figure 5.35: Evidence from the comments or reviews on review websites As seen above, on the rating scales of location, facilities, and 4P's space, customers are highly appreciated, all of them are above 8.0 and some are even rated 8.5 by customers – 9.3/10 shows that customers when coming to 4P's to use the service are very satisfied with the facilities here ♦ Weakness Although 4P's is well-known and satisfied with the quality of food and facilities here, there are still some comments from customers to improve the service of this famous restaurant  Having to make a reservation before coming to eat and waiting to have a seat due to crowds also reduces the interest of guests to eat  There are one or two branches where the temperature is not suitable, using both fans and air conditioners makes noise  There is a branch in a small alley but there is no guide, making it difficult for customers to find the location ♦ Recommendation In terms of facilities, 4P's restaurant needs to expand the space further and have a customer management system to make reservations accordingly so as not to lose customers when there is a crowded phenomenon, so the customers who come later have no seats Provide guests waiting to drink free water, have some snacks for them to sip, talk, relax until there is a table to eat Assess the facility space for guests to evaluate after each meal to find out if the customer has nothing to improve Save each guest's information so that after improving, see if they evaluate it better for comparison and further improvement 73 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE The branches are located in a location that is not easy to find, so having an outside guide, showing interest will increase the likelihood that they will return next time even though the location is difficult to find 5.7 People management Figure 5.36: Employee Retention in The Past Years ♦ Strength The focus on improving the quality of human resources has earned 4P's members' trust through building a spiritual environment That has made the employees at 4P's see each other as a family not only between employees and employees but also between employees and customers Thereby, making customers feel more comfortable and satisfied ♦ Weakness However, there are still difficulties that the restaurant needs to find a way to solve, the fact that the restaurant's owner is a Japanese couple Yosuke and Sunny Masuko has a significant barrier to Vietnamese culture and investors ♦ Recommendation Yosuke and Masuko should spend more time learning about the habits and culture of Vietnamese people, trying to reconcile the two independent cultures of Vietnam and Japan, but still maintaining good qualities The best in the country of cherry blossoms in customer service through its human resources system 74 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Conclusion With Service Product Stratagies, Pizza 4P's up to now is still one of the successful restaurants because of the quality of products provided as well as the quality of attentive, dedicated, enthusiastic service, served with the criterion of bringing a smile and best satisfaction for customers Services at Pizza 4P's are generally located at reasonable prices, suitable for target customers thanks to the combination of pricing strategies The company uses a Cost-based pricing strategy to ensure profitability and focus on reducing production costs Using the strategy of Costumerbased pricing helps the company increase the value of the service it brings to consumers And Competitor-based pricing helps businesses consider taking appropriate measures against the price changes of competitors The current distribution strategy of Pizza 4P's is targeting the right target market, which is consumers with a decent average income in the city centers Therefore, the company's restaurant branches attract a large number of customers Besides, Pizza 4P's strives to build an online distribution channel system, which plays an important role in transporting information to consumers, and also acts as a product distribution channel In addition, the combination with shipping and payment intermediaries makes the service experience of consumers faster and more convenient The marketing strategy of 4P’s pizza was really successful At each tool, there are viral communication activities that are very attractive to consumers In addition, the marketing campaigns of Pizza 4P's are all aimed at the common goal of developing and affirming the brand through the quality of their products and dedicated services Not only that, the services Pizza 4P's brings to customers are based on the goal of environmental protection but still ensure the value of the product In general, the process of Pizza 4P’s from the first years to now has been improving every day and is now almost complete Customer service steps from online to offline are perfect, from front stage to back stage, Pizza 4P’s has always brought the most enjoyable experience to customers Ensuring the participation in building their service brand image through the most authentic experiences, leaving many impressions in the hearts of customers, eassily getting customers’ satisfaction when it comes to the service process taking place here In general, 4P's has done extremely well in providing the most pleasant and comfortable environment and space for customers From the architectural design for each restaurant to the 75 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE smallest details such as the surrounding wall color, the decoration is both in line with the restaurant's characteristics and in harmony with Vietnamese culture to interacting with customers Friendly staff, easy to approach create extremely high satisfaction From the failures in the past to the way to where it is today, 4P has tried very hard to gradually harmonize with the way of working with Vietnamese employees What makes the restaurant's staff happy is that the staff here treat each other like family, not only among employees but also with customers 4P's focuses on caring and being friendly to customers, so the working atmosphere here is built extremely comfortable, employees not think they are working but they are at home When customers come, they feel like it is not a customer but a relative who has just returned and can serve them in a very comfortable and sincere way, not a customer-employee relationship This topic lets us know the importance of Marketing - Mix 7P's strategy through the concepts, roles, functions and process of building and implementing a marketing mix strategy We can master the content and method of implementing strategies in Marketing - Mix 7P's which are product strategy, pricing, distribution, promotion, people, process and physical infrastructure of the company Pizza 4P's restaurant service belongs to Pizza 4P’s Joint Stock Company For a company that wants to develop its brand, understand the psychology and taste of customers, it is very important and necessary to use the Marketing - Mix strategy in its marketing activities It is very difficult to survive and develop in today's highly competitive market, which requires businesses to form many reasonable business strategies, unique marketing strategies and especially to capture the psychology and the strange and delicate taste of Vietnamese people In the market of food service industry in Vietnam, there are many famous brands from domestic brands to international brands Each pizza chain has a different segmentation focus strategy The familiar pizza chains in Vietnam are now developed by large corporations, Pizza 4P's is still recognized as a favorite brand chosen by many consumers Positioned as a restaurant chain (finedining) rather than a fast food restaurant or pizza shop (Pizzeria) with Pizza at 4P's is a combination of Japanese and Italian tastes, featuring Thin base, thin filling and lots of cheese in Napoly style It can also be thanks to the fact that Pizza 4P's offers consumers new services and experiences, good quality and a variety of dishes as well as unique designs that are a little different from restaurants Along with the marketing activities of Pizza 4P's, they are used and operated flexibly and intelligently when targeting customer needs and experiences to bring great revenue to the business Finally, based on the analysis and service experience to provide solutions and suggestions to help businesses improve and improve efficiency in the food industry in Vietnam 76 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE List of References & Originality Philip Kotler – Gary Armstrong (2012) Principle of Marketing, 14th Edition Christopher Lovelock, Services Marketing, 7th Global Edit Pizza Hut website, Extracted from: https://pizzahut.vn Domino Pizza website, Extracted from: https://dominos.vn/vn#address Pizza 4P’s website, Extracted from: https://pizza4ps.com/ Buzza Pizza Fanpage, Extracted from: https://www.facebook.com/buzza.pizza.01/posts/2077540982501622/ Buzza Pizza Review - Nguyen Thi Thap, Extracted from foody.vn: https://www.foody.vn/ho-chiminh/buzza-pizza-nguyen-thi-thap/binh-luan Tuyet Pham (2018), Buzza Pizza Menu – Review, price, promotion hot delicious Italian pizza in HCMC, Extracted from Nhahanguytin: https://nhahanguytin.blogspot.com/2018/07/buzza-pizzamenu-review-gia-khuyen-mai.html Buzza Pizza – Italian taste in the heart of Saigon, (2014), Extracted from kenh14.vn: https://kenh14.vn/doi-song/buzza-pizza-huong-vi-y-giua-long-sai-gon-20140930014343701.chn (2015), PIZZA HUT kinhdoanhnhahang.vn: WITH MIGHT MARKETING STRATEGY, Extracted from https://kinhdoanhnhahang.vn/pizza-hut-voi-chien-luoc-marketing-hon- hop/ (No date), Marketing Mix 7P and success story of Pizza Hut, Extracted from tmsol.vn: https://tmsol.vn/marketing-mix-7p/#Promotion_Quang_ba Hitesh Bhasin (2020), Marketing mix of Domino’s Pizza, Extracted from marketing91.com: https://www.marketing91.com/marketing-mix-dominos/ Bùi Hương Thu (2018), Visit Pizza 4P's to enjoy Japanese-style pizza - Italian style, Extracted from bloganchoi.com: https://bloganchoi.com/ghe-pizza-4ps-de-thuong-thuc-pizza-kieu-nhatphong-cach-y/ (2021), See the design of Pizza 4P's restaurant in the top 50 in the world, Extracted from noithatkendesign.vn: https://noithatkendesign.vn/ngam-nhin-thiet-ke-nha-hang-pizza-4ps-lot- top-50-gioi.html#Thi 77 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Thành Trung (2020), From the customer's perspective to Pizza 4P's, Starbucks…to experience the store's cultural space: Is the post-Covid-19 online transformation a situation or a necessity?, Extracted from cafef.vn: https://cafef.vn/tu-goc-nhin-khach-den-pizza-4ps-starbucksde-trai- nghiem-khong-gian-van-hoa-cua-hang-viec-chuyen-doi-online-hau-covid-19-la-tinh-the-hay-batbuoc-20200506171230341.chn Phương Thu (2017), How strong is the fast food market?, Extracted from Dan Tri: https://dantri.com.vn/kinh-doanh/thi-truong-thuc-an-nhanh-dang-manh-den-muc-nao20171221091450625.htm AhaMove (no date), Pizza 4P’s – From the motto “Delivering Wow, Sharing Happiness” to the journey to elevate the definition of “food delivery”, Extracted from AhaMove: https://ahamove.com/merchant-pizza-4ps/ Careers - Pizza 4P's, Pizza 4P's recruitment website, Extracted from Pizza 4P’s: https://pizza4ps.talent.vn/ Diệp Nguyễn & Minh Ngọc (2017), Pizza 4P's: The story of how Japanese pizza conquered the "fastidious mouths" of Vietnamese people!, Extracted from Kenh14: https://kenh14.vn/pizza-4pscau-chuyen-chiec-pizza-cua-nguoi-nhat-da-chinh-phuc-nhung-cai-mieng-kho-tinh-cua-nguoiviet-nhu-the-nao-20170623020658843.chn Chef Job (no date), 4P's Pizza Restaurant And WOWs Bring Happiness, Extracted from Chef Job: https://chefjob.vn/nha-hang-pizza-4ps Châu Cao (2019), Pizza 4P's, a startup story inspired by an ex-girlfriend's hobby, Extracted from Brands Vietnam: https://www.brandsvietnam.com/18481-Pizza-4Ps-cau-chuyen-khoi-nghieptruyen-cam-hung-tu-so-thich-cua-ban-gai-cu Senplus (no date), The origin of the success of Pizza 4P's restaurant chain, Extracted from Senplus: https://senplus.vn/nguon-goc-thanh-cong-cua-chuoi-nha-hang-pizza-4ps.html Hao Tran (2018), Pizza 4P's team ahead of IPO in 2020, Extracted from Vietcetera: https://vietcetera.com/vn/doi-ngu-pizza-4ps-truoc-them-ipo-nam-2020 Emerson Cesar (2021), Pizza 4P’s: the best pizza in Viet Nam with Japanese hospitality, Extracted from Classeturista: https://www.classeturista.com/en/vietnam/eating-pizza-in-vietnam/ Working at Pizza 4P’s, Extracted from: https://glassdoor.com/ 78 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Hằng Nga (2020), Top 16 most famous and delicious Pizza brands in Ho Chi Minh City, Extracted from Toplist: https://toplist.vn/top-list/thuong-hieu-pizza-ngon-noi-tieng-nhat-o-tphcm- 18313.htm Đinh Trung Thành (no date), Report on F&B business market in Vietnam 2020, Extracted from Trung Thành business mentor: https://trungthanh.net/bao-cao-nganh-nha-hang/ VTV4 (2018), The start-up story of 4P's pizza, Extracted from Youtube: https://www.youtube.com/watch?v=F0bac6Mazvk 79 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE Appendices Name Student code Phone number Level of distribution Phạm Thảo Nguyên 1921005570 0903100726 100% Đoàn Vân Nhi 1921005580 0799861116 100% Phạm Ngô Đăng Khoa 1921005469 0906621017 100% Nguyễn Thị Thu Trang 1921005729 0966521620 100% Trương Đặng Ngọc Linh 1921005506 0929051209 100% Huỳnh Anh Tuấn 1921005749 0384669228 100% 80 ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE ANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICEANALYSIS.FOR.MARKETING.STRATEGY.OF.PIZZA.4p’s.RESTAURANT.SERVICE