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 How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage 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 How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage 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 How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage 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 How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage CHAPTER 2: THEORETICAL BASIS AND DETERMINE THE TARGET GROUP CUSTOMER OF THE PIZZA COMPANY 2.1 Theoretical basis For the content below to be clearer, more reasonable and more convincing, our team would like to mention again three concepts in Principles of Marketing subject that help the reader to understand as follow: 2.1.1 Differentiation strategy According to author Philip Kotler - the father of modern marketing, he believes that differentiation strategy is when a business tries to build differences between their company's products and those of other competitors It can be described as the way a business creates things in products/services that competitors not have, so they making costumer aware that it is the most unique thing in costumer's opinion to help businesses gain a competitive advantage in the market However, when the brand creating a differentiation strategy, they need to pay attention as well as find out precisely whether the difference they create meets these criteria quite well in below: 1/ Important: the difference has to be important to the customer, it means it needs to match their wants, needs as well as bring real benefits to them 2/ Distinctive: when a competitor offers the same strategy but your business can it in a better way 3/ Communicable: the difference when communicating to customers has to make them easily feel when they compare with other brands 4/ Superior: between two businesses can bring customers similar benefits, but your business's different needs to have higher characteristics or features 5/ Affordable: the difference must be the things that customers can afford, if the different things come with high prices, the business needs to prove to customers that it is reasonable and deserving for them to accept to pay extra 0 6/ Preemptive: that difference must be maintained or in other words, it is a strategy that is hard for competitors to imitate How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage gy p How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage 7/ Profitable: that difference must be profitable for the company, all a business wants to must be measured by profit, not breakeven or worse, loss 2.1.2 Brand positioning strategy How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage According to Philip Kotler, brand positioning strategy is how businesses select, design, and build in the minds of customers about their products/services as well as their brand image to gain a special and valuable position in the hearts of customers, thereby helping customers have a clear image of that brand compared to other competing brands Additionally, for Marc Filser, brand positioning is the enterprise's effort to give products/services a unique image and easy to enter into the perception of customers In short, this strategy explains how a business creates differentiated itself from its competitors and the conditions as well as opportunities in the market In theoretical, we have all main brand positioning strategies, which are: • • • • • Positioning based on product characteristics Positioning based on price Positioning based on quality or luxury Positioning based on product use or application Positioning based on competition For example: Figure Positioning map (Souce: self-synthesizing group) 2.1.3 Value proposition The value statement or the value proposition is the promise, commitment that a brand will give to customers and it is also the customer's belief about the value they will 0 How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage How.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantageHow.the.pizza.company.differentiate.and.position.their.productsservices.for.maximum.competitive.advantage be received In addition, it is also understood as the combination of benefits such as company strengths, customer needs, and competitive differences on which a brand is positioned, thereby helping customers to answer the question