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MISSION AND VISION:“Bringing value to customers beyond expectations”Objectives concretize the mission:o Bring the best products for the same culinary modelo Best prices for the same prod
VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION FINAL-TERM REPORT: GROUP MAMAMIA Lecturer: PhD NGUYEN LE THAI HOA, Ph.D Group: 704005 – Shift: (Thursday) HO CHI MINH CITY, 2022 Page | LIST OF GROUP MEMBERS Full Name Student ID Duty Completio n Nguyễn Hồng Ánh 720K0962 1,6,5 100% Giang Hỷ Tiến 720K0159 2,3,7 100% Vũ Xuân Uyên 720K0764 2,7, Word 100% Nguyễn Xuân Duy 720K0690 4,7 100% Borlase Aroha 720K0679 1,5 100% Trần Mạnh Hùng 720K0705 3,6 100% Trịnh Đắc Khánh 720K0949 4,8 100% Page | LECTURER’S COMMENTS TABLE OF CONTENT COMPANY INTRODUCTION AND BRAND/PRODUCT IDEAS a) History and milestone Page 6-8 b) Mission and Vision Page c) Business objectives Page 9-10 d) Personnel structure Page 10 e) Awards Page 10-11 Page | f) Product features Page 11-12 g) Market to get in Page 12 h) Brand identity Page 12-13 MARKET SITUATION a) Market analysis Page 14-19 b) PESTLE Page 20-24 c) Competitor analysis Page 25-30 d) Product portfolio Page 30 e) Profitability Page 31 f) Past & current marketing strategy Page 31-32 g) Key success factors Page 33-35 SWOT a) Strength Page 36 b) Weakness Page 37 c) Opportunities Page 37-38 d) Threats Page 38 STP & CUSTOMER INSIGHT Page | a) Market segmentation Page 39 b) Targeting Page 40 c) Positioning map Page 41 d) Differentiation Page 42-43 e) Sustainable competitive advantages Page 44 f) Customer insight Page 44-45 g) Reason to buy over competitors Page 45 OBJECTIVES a) S.M.A.R.T Goals Page 46-48 b) Clear and inspiring messages Page 48 ACTION PLAN a) Marketing 7p’s Mix Page 51-55 b) IMC Page 55-56 c) E – commerce Page 56 TIMELINE & HUMAN RESOURCES, BUDGET ALLOCATION a) Marketing budget allocation Page 57 b) 12-month timeline Page 58-62 Page | c) KPIs Page 63-64 CONCLUSION Page 65 1.COMPANY INTRODUCTION AND BRAND/PRODUCT IDEAS: a HISTORY AND MILESTONES: About Golden Gate: o Company name: Công ty Cổ phần Thương mại Dịch vụ Cổng Vàng (GOLDEN GATE COMMERCIAL JOINT STOCK COMPANY) o Headquarters: 60 Giang Van Minh Street, Doi Can Ward, Ba Dinh District, Hanoi, Viet Nam o Hotline: 1900 6622 o Email: support.hn@ggg.com.vn o Website: https://ggg.com.vn Page | Document continues below Discover more from: Service Marketing 704032 Đại học Tôn Đức… 160 documents Go to course Chiến lược 53 marketing Baemin Service Marketing 100% (11) BÔNG HOA DỊCH VỤ CỦA PHÚC LONG Service Marketing 100% (8) Trắc nghiệm địa 12 146 full Service Marketing 100% (7) Cuộc chiến 33 37 ông trùm thương m… Service Marketing 100% (4) Bài tập quan sát Shopee Lazada Service Marketing 100% (4) Lựa Chọn Thị Trường Mục Tiêu Của Cafe… Service Marketing 83% (6) Golden Gate Restaurant Group is a forerunner in the application of the restaurant chain model in Vietnam Although established in 2005, Golden Gate officially operated in 2008 after receiving $2.6 million in investment capital from Mekong Capital Always dedicated to delivering clients the greatest experience through delectable food and flawless service quality, Golden Gate currently owns 21 restaurant brands with nearly 400 multi-style restaurants in over 40 provinces across the country, of which it is impossible to leave out the well-known ones that are well-known to customers Examples include Vuvuzela - Beer Club, SumoBBQ - Japanese Grill & Hot Pot, GoGi House - Korean Barbecue, Kichi Kichi - Mothball Hot Pot, and Hutong - Hot Pot Paradise Every restaurant chain has a distinct style, from the quality of the food to the decor and customer service o Milestones: Page | About Manwah: Taiwanese hot pot restaurant Manwah is one of the newest brands from Golden Gate, having debuted in December 2017 Across the country, Golden Gate currently operates more than 46 restaurants in numerous regions and towns Despite being impacted by Covid-19 in 2020, Manwah continued to develop significantly, serving more than 1.5 million visitors, generating up to 25 million USD in revenue, and surpassing the growth milestone of more than 80% compared to 2019 b MISSION AND VISION: “Bringing value to customers beyond expectations” Objectives concretize the mission: o Bring the best products for the same culinary model o Best prices for the same product line o Experience the best restaurant service on the same model in the market “Becoming the number multi-brand restaurant chain in Vietnam” Page | Objectives to concretize the vision: o Pioneering in creating restaurant models and serving customer segments o Strong restaurant operations and constantly meeting customer needs o Leading the F&B (Food & Beverage) market in Vietnam c BUSINESS OBJECTIVES In the pursuit of sophistication in Taiwanese hot pot cuisine - Manwah has continuously renewed the customer experience so that on every occasion, diners come to Manwah and receive a feeling of surprise and happiness from every gesture Manwah is committed to delivering the quintessential Taiwanese hot pot dining experience through a unique variety of products and services that come from the heart Entering the new normal in Vietnam, the safety of diners at the restaurant has always been Manwah's top priority In addition to implementing strict disease prevention procedures, and complying with the 5K message from the Ministry of Health, Manwah also applies technology to minimize physical contact between employees and customers Payment is also encouraged to be made online via applications, e-wallets, etc., taking place at the table In addition to the safety story, Golden Gate Group also focuses on developing technology applications to meet the needs of customers in the new context With The Golden Spoon application, customers can integrate many benefits such as finding locations, booking tables, accumulating points, redeeming offers, etc., thereby having a convenient dining experience Page | and order, it would be through a tablet which is more convenient for you to choose In 2023, Manwah plans to open a space designed specifically for looking after children Not all children want to sit in one place when going out with their parents Understanding this, Manwah wants to create a creative space for all kids to have fun while their parents are enjoying their meals Additionally, a makeup booth is planned to be built in Manwah in order to satisfy the needs of females to fix their makeup after having meals o People People are one of the most important factors in Manwah service However, there are still problems regarding current service in Manwah restaurant Manwah needs to remake the training programs for employees to reduce the mistakes they make Employee is the face of the brand therefore the process of training needs to be focused on o Process Before going to the restaurant, customers can book a table via Golden spoon apps which is highly recommended if they want After the customer arrives at the restaurant, there will be an employee to greet Customers order through a tablet which transfers their order directly to the kitchen staff, who will prepare their hot pot and food It will then be served to them by the waiter/waitress Page | 59 IMC: o Manwah Official website: o Facebook: Page | 60 o Ecommerce (Shopee Food, Grab, ) Page | 61 8.TIMELINE & HUMAN RESOURCES, BUDGET ALLOCATION: a MARKETING BUDGET ALLOCATION Advertising Sales Promotion Communication TVC 300.000.000 Gifts VND Online PR 2.100.000.000 - Online VND Media KOLs 300.000.000 Discount VND s 1.900.000.000 Short clips VND Production fee 600.000.000 VND Total 600.000.000 VND Total budget Page | 62 Labour force 600.000.000 VND POSMs 1.400.000.000 VND 6.000.000.000 VND Digital Marketing 3.000.000 000 VND 200.000.00 Google VND Adwords Facebook Ads 1.200.000.00 VND 800.000.000 VND Production 200.000.00 Online banners VND fee 500.000.000 VND Vlogger videos 600.000.000 VND Youtube Ads 500.000.000 VND Maintenance fee for social media pages 800.000.000 VND LCD Building 200.000.000 VND 3.400.000 000 VND 20.000.000.000 VND 4.600.000.00 VND b 12-MONTH TIMELINE Month January January February March Events 1/12/202220/1/2023 “Makeup Booth” New service 1/1/202331/12/2023 “Nhân đôi trải nghiệm, nhân đôi hạnh phúc” Free love cocktails for couples check in Manwah and post social platforms 14/2/2023 “Happy women day” give flowers for female customers 8/3/2023 Green Hotpot (22/4) The campaign against food waste, just come to Manwah to enjoy hot pot, order enough and enjoy all the food, you have contributed to building a green lifestyle and wrapped up a small gift as our gratitude 22/4/2023 -Open a children's play area in Manwah (New service) - 25% off for children under 13 years old 31/5/20232/6/2023 TVC (25/6/2023) Give a voucher for buffet, go pay -25/6/2023: Launch TVC -26/6/202330/6/2023 Free 1000 buffet tickets 1/7/202331/7/2023 -Combo Hotpot “có BẠN có BÈ” - Discount 10% for students 28/8/202311/9/2023 Free mooncake for bill over 500,000 VND Giving lanterns to children under 13 years old 25/9/20231/10/2023 “Ngày phụ nữ Việt Nam” Gift bags for girls with bills over 100.000 VND “Đại sinh nhật Manwah 2023” Great discount of 30% of total bill when ordering combo with more than 12 dishes International Children Day 1/6 July Vietnamese Family Day 28/6 “Săn sale đón hè” August “ Mừng năm học “ -Septembe r “ Cùng Manwah đón September Trăng Rằm “ October December Time discount 15% April-May June Activities “Năm vô tư,Tiệc vô lo” Page | 63 20/10/2023 1/12/2023 -2/12/2023 1/12/2022-20/1/2023: 14/2/2023: Page | 64 26/6/2023-30/6/2023: 1/7/2023-31/7/2023: Page | 65 28/8/2023-11/9/2023: 20/10/2023: Page | 66 Human resources: c KPIs Page | 67 Criteria for recognition of restaurants and bars based on Revenue (in cash) 1) Revenue per seat fill hour ( RevPASH ) 2) Revenue per square meter of commercial business ( RevAMP ) 3) Average revenue per table 4) Number of supermarkets and restaurants Rent capacity (expressed in % or as a number) 1) Cancellation rate 2) Online table reservation rate 3) Guests per table 4) Rate of using food and beverage services 5) Number of buyers Standards of restaurant and restaurant perception through customer feedback (usually expressed in %) 1) Customers are satisfied with the shipping speed 2) Positive feedback from customers 3) Complaints according to the order of the restaurant 4) Commission from each order Criteria for recognizing restaurants through services (usually expressed as a % or as a number) 1) Delivery efficiency of lower-level employees Page | 68 2) Rate of refusal to ship items 3) Time per turn 4) New menu items 5) Percentage of subordinate staff Direct delivery Criteria for recognizing restaurants through quality compliance factors (usually expressed in %) 1) Apply the principles of ensuring safety and hygiene in the working place 2) Restaurants apply the principles of menu planning 3) Apply principles of purchasing process management 4) Same product sample quality Criteria for recognizing restaurants through high performance in budget management (usually expressed in % ) 1) Loss 2) Budget for ingredients for each dish 3) Drinks are lost Page | 69 9.CONCLUSION: It is undeniable that creative customer-focused tactics and policies have been extremely beneficial in helping Manwah achieve its current level of success and establish an empire When Manwah chose to be customercentric, always polishing and improving, they were utterly successful Manwah uses distinctive distribution techniques to diversify utilities and experiences in addition to enhancing product quality with distinctive flavors Additionally, Manwah constantly strives to please its diners with exceptional service to associated activities and workers in the competitive F&B market By doing this, Manwahma offers consumers uncommon experiences that are hard to find elsewhere, wowing them to their core and earning Manwah their highest praise Additionally, Manwah has developed trends for the younger generation to participate in discovery, considerably boosting brand recognition This is done by following the growing momentum of the social platforms Association The aforementioned lessons are equally applicable to brands that wish to grow sustainably and tap new markets; services and products must always complement one another Manwah's reputation as a brand is a result of prestige and quality, and customers are to thank for this Page | 70 Page | 71 More from: Service Marketing 704032 Đại học Tôn Đức Thắng 160 documents Go to course Chiến lược marketing Baemin 53 Service Marketing 100% (11) BÔNG HOA DỊCH VỤ CỦA PHÚC LONG Service Marketing 100% (8) Trắc nghiệm địa 12 full 146 Service Marketing 100% (7) Cuộc chiến ông trùm 33 thương mại điện tử Shopee &… Service Marketing 100% (4) Recommended for you research Articles 21 Service Quality Managament None TFM The contrast of Fast Fashion 85 giants Zara, H M and Uniqlo Service Marketing 100% (1) jhauhígvcụihơkjkláN√jhvcauigyvhihụ hsuiHỤABHS Service Marketing 100% (1) Group 06 Services Marketing 53 Service Marketing 100% (1)