Nguyen Hai NamGroup’s member attached belowClass: 3Major: Hospitality Management Trang 2 GROUP EVALUATIONNameStudent IDContent has beenimplementedEvaluate%Signature1 Mai Huy Khang 71800
VIETNAM GENERAL CONFEDERATION OF LABOR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION FOOD AND BEVERAGE MANAGEMENT FINAL REPORT MODULE CODE: 705067 VITAMIX RESTAURANT MODEL Lecturer: MSC Nguyen Hai Nam Group’s member (attached below) Class: Major: Hospitality Management HCMC, May 21st, 2021 GROUP EVALUATION Student Content has been Evaluate ID implemented % Name Signature Complete the menu Content preparation and midterm presentation Establishing a HAACP process in accordance with the group's business Mai Huy Khang 71800251 100% model Issues to be prepared to implement HACCP Describe the service process in accordance with the business model Phạm Thái An Power Point Menu 718H1581 analysis pricing (FC% and related 100% content) Nguyễn Phúc Thịnh 718H0203 Conclusion Complete the menu 100% Calculate menu prices for typical dishes Make technical spreadsheet unit price Designing a suitable Organization structure chart How to allocate work schedules Salary structure Solve the seasonality of fruit Phạm Lục Vân Kiều 718H1672 Midterm presentation Additional content 100% of Marketing in food and beverage: price Lê Cao Bảo Ngọc How to preserve fruit State and explain the type of menu the restaurant 718H1712 chooses (A La Carte and Table D Hôte) Complete menu design 100% Quantitative analysis of incoming goods for one import period Learn about the specific buying behavior of each Nguyễn Phương customer 718H1757 Thanh 100% Midterm presentation Menu design and description Application cost analysis, redistribution of initial investment Lê Nhật Thanh 718H1756 Midterm presentation Design an example of a restaurant engineering graph model 100% TABLE OF CONTENTS CHAPTER 1: INTRODUCTION AND F&B BUSINESS TYPE CHAPTER 2: FESIBILITY OF THE BUSINESS MODEL Location Surrounding area Market and accessibility Visibility Sources Evaluation Local market area The market scales The main customer segmentation Competition 10 The main competitors 10 Industry development trends 17 General status about food and drink selections .17 The emerging trends 17 The business trends 18 Conclusion 19 The unique sale advantages 19 Financial Projections 20 Estimation 20 Detail costs 21 App costs 23 Topic refinement 25 SWOT analysis 25 CHAPTER 3: MENU 27 Menu Design 27 Menu prices 31 CHAPTER 4: DESIGN RESTAURANT ENGINEERING GRAPH MODELS 34 CHAPTER 5: PURCHASING AND STORAGE 42 Portion control chart 42 Healthy drinks 42 Healthy food 44 The import cycle of food materials: 46 Food categories: 51 Storage and preservation of food materials 52 Perishable food 53 Non- perishable food 55 CHAPTER 6: FOOD AND BEVERAGE PRODUCTION AND SERVICE57 HACCP 57 Document continues below Discover more from: nghiep Huong Đại học Tôn Đức… 65 documents Go to course ĐỊNH HƯỚNG NGHỀ 29 NGHIỆP CHUYÊN… Consists of principles of HACCP 59 Huong nghiep 88% (16) The 12 Steps to Develop a HACCP Plan 64 Describe the service process in accordance with the business model 74 Chuyên đề định At the restaurant: 74 hướng nghề nghiệp… 50 Huong Take away: 76 (2) 100% nghiep CHAPTER 7: HUMAN RESOURCE 78 Designing a suitable Organization structure chart 78 Bài thu hoạch I - Hướng nghiệp là80cá… Allotment of work schedule Huong nghiep 100% Salary structure 81 (1) Daily shift guide list 82 Ke-hoach-hoi-trai Policies to limit and control employee job hopping rates 86 - ADAD CHAPTER 8: MARKETING 91 Huong 100% (1) Analyze S.T.P strategy 91 nghiep “S” analysis 91 ƯU-ĐIỂM-VÀ- “T” analysis 98 NHƯỢC-ĐIỂM-CỦ… “P” analysis- Marketing mix (4P) 102 Huong 100% (1) nghiep CONCLUSION 112 REFERENCES 114 Docsity chuyen de 18 dinh huong nha han… Huong nghiep 100% (1) APPENDIX PICTURE Picture 2.1 In front of the rental ground of the restaurant Picture 2.2 and 2.3 Outside and surrounding areas of the restaurant Picture 2.4 The atmosphere and transportation at the restaurant position Picture 2.5 The menu of beverage in Tropical Fruits Picture 2.6 Social media of Tropical Fruits coffee on Facebook Picture 2.7 The menu of beverage in Ha Long Bubble Yogurt- Yah house Picture 2.8 Promotion of the Tropical Fruits coffee on Facebook Picture 2.9 Design of Cafe Mong Dang Picture 2.10 Promotion of Cafe Mong Dang on Facebook Picture 2.11 Package of SOTA company to build and develop app Picture 2.12 Other costs to build and develop our app Picture 3.1 The menu of beverage in healthy food Picture 3.2 Healthy fruits drink menu Picture 7.1 Basic salary sheet for full staff Picture 7.2 Example of allotment of work schedule Picture 7.3 Example of salary structure Picture 8.1 Distribution structure pattern APPENDIX TABLES AND MODELS Table 2.1 Demographic information in Phu My Hung residence Table 2.2 Market segmentation of our business model Table 2.3 Generally financial plan Table 2.4 The initial cost of financial plan Table 2.5 Equipment purchases cost Table 2.6 Variable cost per month Table 4.1 Standard recipe of Catfish fillet Table 4.2 Standard recipe of Pan-fried duck breast Table 4.3 Standard recipe of Chicken Congee Table 4.4 Standard recipe of Seaweed soup Table 4.5 Restaurant engineering menu Table 5.1 Portion control chart of healthy drinks Table 5.2 Portion control chart of healthy food Table 5.3 The frequency of selling dishes Table 5.4 Amount of purchasing ingredients of oranges juice per cycle Table 5.5 Amount of purchasing ingredients of several dishes per cycle Table 5.6 Import plan of orange products Table 5.7 Classification of food categories + Positioning on the use of the product: So, in this positioning, we will focus on the trait of an organic food restaurant It does not take too much processing time, very convenient, can save time for busy people while ensuring adequate nutrients good for health This is suitable for a busy modern lifestyle yet still wanting to eat healthy The trend towards healthy eating has been adapted and supported by many groups of people Eating well will help reduce stress and improve sleep, which has also been linked to mental health Healthy food also brings delicious flavors, attractive colors, attractive aroma, suitable to the taste of the majority of young people as well as other dishes Besides, to better customer support, we have used an app to support customers in the best way This app will identify important indicators to evaluate a person's diet and synthesize the above information to formulate a standard eating plan for users Thereby they can freely choose dishes and drinks according to the format, recommendations are selected specifically for them by day, week, month Additionally, this app also provides a “Daily Care”, scheduled door-to-door delivery service they've developed to order food in advance according to the construction plan before going to the restaurant + Positioning compared with pictures of competitors: Competitive positioning is about determining how you will "differentiate" your products and create value for your market It is about creating a position in the competitive landscape, placing your stake on the groundwork and sharing the winning mindset in the market - known for a certain 'something' For example, in our same business area Pham Van Nghi Street, District 7, HCMC and of course there will be a lot of small to large eateries, so what makes the difference of our business in so many businesses? Specifically, Cafe MongDang located at Tan Phong ward, District 7, is one of the competitors that can be considered as direct competition with us With a business that combines food and beverages, eye-catching decorative spaces, and costs from 60,000 to 90,000 VND to enjoy each product, but the shop also sells teas, coffee and some weight loss dishes However, for our business, we are specializing in healthy foods and drinks for people who lose weight, work out, or those who are more health conscious Our menu includes salads, smoothies and juices, without teas and coffee Furthermore, what we choose is the novelty and freshness of the food And in particular, we can see that the district market has a lot of office people, but the healthy food stalls are quite far away, often found in districts like and and the office workers or Koreans living here are very busy with daily tasks and not have time to cook But to keep up with the trend of healthy eating, better health care without spending much time, our restaurant is the best choice Customers can use the app provided by the restaurant to make their own menu according to their personal body numbers or use the available combos and suggestions for available dishes to save time Customers can go directly to the restaurant or buy take away or the restaurant can deliver directly to the workplace and the gym on request For loyal customers, they will receive vouchers and promotions from the shop Therefore, customers need to choose the restaurant, choose the food, all the best services will be provided by us Prices Price is the cost consumers pay for a product Marketers must link the price to the product's real and perceived value, but they also must consider supply costs, seasonal discounts, and competitors' prices In some cases, business executives may raise the price to give the product the appearance of being a luxury Alternatively, they may lower the price so more consumers can try the product Analysis of management strategies/ methods For our healthy food business model, we offer high quality vitamins from a variety of good fruit sources and a combination of healthy food and beverage products that serve up to main meal (breakfast and lunch), on-site service or door-to-door delivery, so we will decide to use the following pricing strategy: Neutral pricing strategy We set the same price or the overall price of the market Strategies are applied when the market is fiercely competitive and when the company's products are also different from those of competitors This also helps limit the "price war", creating stability for the market Furthermore, our target audience is a group of Korean and office workers living and working in the district area who are interested in eating and wellness Therefore, the price of the meals will be higher than regular meals because the ingredients and cooking methods are more sophisticated and quality than normal meals In addition, the business model is also operated through an app, customers can be assisted in eating, measuring, and weight, thereby helping customers suggest menus suitable for their body and body everyone's health and suitable for gyms For example, our directly competitor is Café MongDang, their products are very various such as coffee, tea, smoothies, juices and they even have diet food Besides, their customers are mainly the foreigners so the price of products seem to be quite high, from 60.000 to 90.000 VND For us, the average price we set is VND 75,000 for a meal and VND 40.000- 50,000 for a drink, or a combo of food and drink for VND 110,000 The above price is quite suitable for quality products that our business model brings In addition, clean and healthy food today is of interest to many people but they not have time to prepare so the price of such service is not too expensive, so we cannot use it Use a low pricing strategy Place When a company makes decisions regarding place, they are trying to determine where they should sell a product and how to deliver the product to the market The goal of business executives is always to get their products in front of the consumers that are the most likely to buy them Distribution is an important step in the Marketing mix 4P strategy It gives the product flow to the consumer At the same time, the policy for the distribution intermediaries will affect the profitability of the business In order for goods to be consumed, the ingredients involved in the company's product distribution are the manufacturer, the distributor, and the consumer Picture 8.1 Distribution structure pattern According to the diagram in the picture above, we can see that our model is both a manufacturer selling products directly to customers, and a supplier of products to the gym so we define the form The store's channel is both direct and indirect distribution In the above distribution channel structure model, channel A is the direct distribution channel We sell products directly to customers without any intermediaries Customers will come directly to our store or operate directly on the store's own app to buy products The direct distribution channel helps us strictly control the process and level of product distribution to the market, quickly solving customer problems At the same time, it also helps us to reduce distribution costs and increase our reach to customers In addition to channel A, we also use channel B, which is called the indirect distribution channel or the 1-level distribution channel We offer products to our gym partners Every day, based on the list of orders that customers have placed at the gym, a representative of the gym will place orders with us to be able to deliver on time customers’ request Customers can choose from product packages such as a longterm product package and a short-term product package If the customer chooses the long product package, the shop side will reduce the delivery fee compared to the shortterm product package For the delivery time, customers can choose a fixed time (a unique time frame given by the store) or a flexible time (decided by the customer) With this 1- level distribution channel, we can focus on production, easily penetrate the market, capture and respond flexibly and sensitive to market fluctuations In addition, we easily control distribution activities, cost less for intermediaries and distribution scope is wider than direct channels Promotion In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, most of the time persuasive in nature It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route The aim of promotion is to increase awareness, create interest, generate sales or create brand loyalty Advertising is a marketing method that carries a message directly calling for a certain act such as buying a product or registering as a member of the store We run ads on social networking sites like Facebook or Instagram because these are the social networks with the most usage For fan pages on Facebook and Instagram, we will post articles with content related to healthy health, organize give away games to attract interaction or trending articles at 7pm every day because this is the time when people use social media the most The goal we want to achieve is that the fan page has at least 50,000 likes and followers on both Facebook and Instagram pages Posts will have an average of 1000 likes per post In addition, our store will cooperate with product review sites and groups such as "What I eat today?", "Eat Saigon" to increase the store's pr level The promotion method is intended to stimulate consumers to buy products and stick with the store Each promotion is held in short periods of time (according to Vietnamese law, it is a period not exceeding 45 days and not exceeding 90 days per year) We apply promotions such as coupons, purchase gifts, lucky draw, product trials, The distinctive feature of individual offers is the "personal" nature, creating a direct relationship between a sales representative and a customer This tool is critically important to the solution businesses and industrial machinery PR aims to build a good image of the brand through real stories, organize events to connect businesses with customers, sponsor programs for the community, press releases about business results, … to create trust in the brand, which indirectly affects the buying behavior of customers Direct marketing is often used by stores for the purpose of directly reaching customers wherever they are (without any intermediaries), allowing customers to feedback (order, comment, contact consultant, reply to mail ) almost immediately upon receiving business messages, and businesses can measure these responses For example, telemarketing (introducing products, collecting customer information through the phone, classifying customers, then using personal offers to potential customers), sending catalogs to customers, sending mail by post… and the very familiar form is Marketing Online CONCLUSION In recent years, the trend of discussion on the topic of green-healthy-clean living has not changed suddenly, even increasing exponentially under the impacts of environmental change and epidemics This proves that healthy living is not a temporary trend, but a sustainable need of users Not only stopping at daily diet and exercise, but Vietnamese people is also "healthy and balanced" living standards are increasingly being upgraded and become more comprehensive, including physical, mental, and physical health beautiful and supple body as well as a socially responsible lifestyle They care more about what they eat and drink, how they are made and the quality of the ingredients in them Business idea evaluation: our business model is very viable because our store belongs to "Low margins but high sales" We would like to talk about its feasibility as follows First, for the price, we chose a 150 square meter space including the ground floor and 1st floor in the busiest urban area in District 7, Phu My Hung urban area, but the rental price is average In addition, there are some other prices such as materials, decoration, repair, marketing, etc We rate it correctly about 80% Next, we evaluate the number of products sold Our team relies on the number of target customers in the target market to calculate the number of products sold in order to calculate the number of products to achieve the set revenue The menu is designed very meticulously, showing the style of the store Each item and method is carefully considered to add to the healthy eating style-based model Our menu is quite diverse in smoothies, juices and healthy food, so it is enough to make customers notice when passing by and want to drop in to choose However, the menu is subject to change due to the seasonality of each fruit Therefore, the feasibility of the product is approximately 85% In addition, we also evaluate a number of customer indicators such as facilities and staff based on the common ground in terms of market share Depending on the size of the store or the peak season, we hire an appropriate number of employees The conveniences that our store provides such as door-to-door delivery, self-ordering and linking with gyms to deliver goods to customers at the gym We assess the feasibility of these indicators as 75% Summarizing the above factors, our model can be done if it is put into practice Of course, the numbers are subject to change in the event this model goes live, but we will our best to keep the numbers from being too disparate But we all believe this topic could be possible In the process of studying this Food and Beverage Management subject, we also encountered some difficult problems but we also overcame them First, the time and frequency of reporting for all subjects are close together so we are easily pressured and have not done the best we can, in addition, we have a personal job so it is quite difficult for us difficult to set aside time for group meetings and have enough people for meetings The second is about the practicality of the subject This course requires us to build a food business model that is close to reality, about 70-80% from the smallest jobs such as staff, food purchasing, selling price of each food, premises, costs to operate as possible and accurate with reality Finding and weighing the amount to best fit the set data was a challenge for the whole team REFERENCES [1] Application of the Principles of HACCP, The Seven Principles of HACCP | UNL Food [2] Bảng giá Tên miền, https://tenten.vn/bang-gia-ten-mien [3] Bepnamduong, 2020, “Hướng dẫn bạn cách bảo quản trái tủ lạnh đúng?”, https://bepnamduong.vn/kinh-nghiem-hay/huong-dan-ban-cachbao-quan-trai-cay-trong-tu-lanh [4] Brandon Carter, 2020, “What Is The Definition of Customer Loyalty?”, 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