Final exam assignment service marketing plan for sumo yakiniku bbq in vietnam market

INTRODUCTION Sumo Yakiniku is a BBQ restaurant brand associated with the famous Japanese grilling art, one of the famous restaurant chain brands under the Golden Gate Trading Service Joi

THE MINISTRY OF FINANCE

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FINAL EXAM ASSIGNMENT

SERVICE MARKETING PLAN FOR SUMO YAKINIKU BBQ IN

THE MINISTRY OF FINANCE

-

FINAL EXAM ASSIGNMENT

SERVICE MARKETING PLAN FOR SUMO YAKINIKU BBQ IN

TABLE OF CONTENTS

I INTRODUCTION 1

II MARKET AND COMPETITION ANALYSIS 2

2.1 Overview of the Vietnamese market 2

2.2 Marketing environment analysis 2

2.2.1 Macro environment 2

2.2.2 Microenvironment 4

2.3 Competitors analysis 5

2.3.1 King BBQ 5

2.3.2 Hana BBQ 6

III TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY 7

3.1 Target customers 7

3.2 Positioning 7

IV ANALYZING THE 7Ps MARKETING MIX STRATEGIES OF SUMO YAKINIKU BBQ 8

4.1 SWOT analysis 8

4.1.1 Strength 8

4.1.2 Weakness 8

4.1.3 Opportunity 9

4.1.4 Threat 9

4.2 Analyzing the 7Ps marketing mix strategies of Sumo yakiniku BBQ 9

4.2.1 Product strategy 9

4.2.2 Price strategy 12

4.2.3 Place strategy 12

4.2.4 Promotion strategy 13

4.2.5 People management strategy 14

4.2.6 Process management strategy 14

V CONCLUSION 18

REFERENCES 19

APPENDIX 20

PICTURES LIST

Picture 1.1 Logo of Sumo yakiniku BBQ………1

Picture 2.1 Company position chart……….4

Picture 2.2 Logo of King BBQ………6

Picture 2.3 Logo of Hana BBQ……… 6

Picture 2.4 Brand positioning map……… 8

Picture 4.1 People processing of Sumo yakiniku BBQ……… 15

Picture 4.2 Act 1 – Prologue and Introductory Scenes……… 15

Picture 4.3 Act 2 Delivery of Core Product– ………16

Picture 4.4 Act 3 The Drama Concludes– ………17

TABLE LIST Table 4.1 Summary of the Sumo yakiniku BBQ’s menu……… 10

ASSESSMENT FORM

Name Student code

The quality of completing the task (40%)

Attitude (30%)

Group support (30%)Total (100%)

Dương Mỹ Trân 2021006504 40% 30% 30% 100%Trần Thị Thanh

Nguyễn Thị

Quỳnh My 2021001730 40% 30% 30% 100%Phạm Đức Thành

Ngọc Anh 2021006484 40% 30% 30% 100%

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I INTRODUCTION

Sumo Yakiniku is a BBQ restaurant brand associated with the famous Japanese grilling art, one of the famous restaurant chain brands under the Golden Gate Trading Service Joint Stock Company This brand was launched in 2010, and now they have 20 restaurants nationwide

Restaurant model: customers can enjoy a buffet in the form of Alacarte buffet: that is, Sumo yakiniku BBQ's staff will bring the menu to the table and serve the dishes you want At the same time, the store also launched a new Alacarte menu in 3D format for the first time in Vietnam This model is spread from the high-end to the affordable segment, because of this, it has reached many customers and has become a popular model Rising up and surpassing traditional hot pot restaurants, Sumo yakiniku BBQ buffet holds a large market share

The menu at Sumo yakiniku BBQ is diverse with dishes such as Wagyu grilled beef, Yaki Suki, Japanese pancakes, salmon Sashimi, salmon rice rolls, etc are all popular dishes with diners Combined with a space decorated in Japanese style, Sumo yakiniku BBQ is also a favorite check-

in point for young people The menu at Sumo yakiniku BBQ is derived from the Japanese culinary style Perhaps because of that, the quality of each dish at Sumo yakiniku BBQ is highly appreciated for its quality

Sumo yakiniku BBQ's marketing strategy is built on all aspects, different angles, the important factor is brand building and positioning With Sumo yakiniku BBQ, right now what's worth focusing on is the service

Picture 1.1 Logo of Sumo yakiniku BBQ (Source: Sumo BBQ)

Marketing 100% (1)

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II MARKET AND COMPETITION ANALYSIS

2.1 Overview of the Vietnamese market

Dining is becoming an essential part of modern life due to the increasing need to communicate and meet According to a report by Decision Lab, in the second quarter of 2016 alone, the number

of Vietnamese people (excluding children) going to restaurants in three main cities (HCMC, Hanoi, and Da Nang) reached 340 million people , equivalent to $1.1 billion in revenue/quarter The F&B market overview report 2020, the amount of money Vietnamese consumers spend on outside food and beverages depends on where they live According to the latest F&B 2021 industry report today, Vietnamese adults consume the most protein (39%) (eg, meat, pate, seafood, eggs), followed by carbohydrates (35%) (eg: rice, noodles, bread, cakes) when eating out Western food accounts for only 6% of consumption, about the same as desserts

Along with that, according to the research results of Kantar TSN, the average revenue growth of the online food delivery market in Vietnam will reach 28.5% a year and is forecast to reach the milestone of USD 449 million in 2023

Nowadays, the barbecue restaurant business model is gaining a high market share with the attraction of a large number of customers More and more restaurants selling BBQ meat appear everywhere In order to meet the needs and tastes of diners, BBQ restaurants always have diverse menus and food ingredients

2.2 Marketing environment analysis

The economic growth rate is quite high, averaging 6.8% per year In 2021, although the economy

is heavily affected by the covid epidemic, the economic growth in the fourth quarter of 2021 is at 5.22%, and the whole country is estimated that GDP in 2021 will increase by 2.58%, the consumer

Bài thi International MAR - mì Hảo Hảo

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2021

On the other hand, the rapid increase in gasoline prices affects the price of food raw materials In addition, the Covid-19 pandemic has drastically changed the business environment; The competitiveness and attractiveness of businesses operating in the model of chain restaurants with barbecue, hot pot, has increased rapidly

2.2.1.3.Social environment

Consumer demand for new healthy culinary trends and increased demand for food In particular, people in urban areas (especially young people), prefer comfortable meals, gather with friends and relatives, and pay for meals Accepting many forms of cuisine, the food culture of China, Korea, Japan,

However, the Vietnamese mentality is always ready to experience new food services, but it can still get boring quickly To maintain its revenue, businesses must stay flexible in developing products and services

2.2.1.4.Technological environment

The speed of development and innovation of technology enterprises in the culinary industry is getting faster and faster As for the grill, the constant change in grills, kitchen tools, smoke systems has made a difference in the stores Along with that will be the world standard meat cooling technology, giving customers fresh, tender and sweet meat

2.2.1.5 Environmental condition

The climate and culture in Vietnam are very suitable for the Japanese style of grilling that Sumo yakiniku BBQ brings From January to March, is the time when the number of customers eating hot pot tends to increase because this time has many holidays such as Lunar New Year, Valentine's Day, International Women's Day This day is an opportunity for people to gather together to eat and drink, plus the weather at the beginning of the year is quite cool and suitable

However, from April to June, the number of visitors starts to decrease because the weather starts

to heat up Even so, the number of customers is still maintained because there are still many grilled dishes suitable to eat in the summer and there are many other occasions to gather In addition, Sumo yakiniku BBQ is always equipped with air-conditioners suitable for the temperature for customers to eat comfortably

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2.2.2 Microenvironment

2.2.2.1 Company

Sumo yakiniku BBQ organizes the operating apparatus according to the following diagram:

Picture 2.1 Company position chart (Source Sumo yakiniku BBQ) :

2.2.2.2 Suppliers

Food and beverage suppliers in the provinces where Sumo yakiniku BBQ's restaurants are located

to take advantage of cheap, clean local plant ingredients and cut transportation costs The food at Sumo yakiniku BBQ is directly selected by the chef and seasoned with spices, so the food is always guaranteed to be uniform in quality, freshness and taste All materials provided are of the highest quality Beef and pork at Sumo yakiniku BBQ are 100% imported from international standard beef farms in Japan, Australia, Canada

2.2.2.3 Marketing intermediaries

• Got it - a Gift solution enterprise surrenders in Vietnam It connects with Sumo yakiniku BBQ to distribute vouchers to their customers and attract the interest of new customers

• Golden Gate's G-Delivery is exclusively for Golden Gate's restaurant chains with special offers

• E-wallets that support payment and send promotions to customers: MoMo, ShopeePay, ZaloPay

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• Online payment applications VNPay, VINID Pay

• Banks that support card payment and transfer: ACB, SCB, BIDV, VIB

2.2.2.4.Publics

• According to cafef.vn, financial publics: major stockholders: Temasek Holdings of the Singapore Government, Seatown Private Capital Master Fund and Periwinkle Pte Ltd; Banks lending capital: Vietcombank, VPBank, MBBank

• Media publics: fanpage, website, online newspaper, blog…

As a 3-star restaurant, King BBQ's target customers are families and office workers with high to high income, who often go to the restaurant for the purpose of gathering friends, family meetings, organizing parties, company festivals, etc In addition, King BBQ locates products based on product characteristics Dubbed the "King of Grill", the secret of King BBQ is in the marinade sauce and esoteric recipes, converging the quintessence of Korean cuisine

King BBQ is a brand with franchise cooperation However, the service at King BBQ is always appreciated and has a uniformity thanks to the training courses and carefully selected according to their own standards

Hana BBQ's target customers are students, families with young children, and moderate to good income Unlike King BBQ, guests come to Hana BBQ not only to gather on a special day but also come just to dine due to their reasonable prices Hana BBQ also offers a separate buffet price for children and arranges a separate play area, showing their dedicated service In addition, there are comfortable VIP rooms for receptions, birthday parties,

Always thinking that customer satisfaction is the joy of Hana BBQ, the staff here are often young, always welcoming customers very warmly with a professional manner Although the quality of food here does not have an impressive taste compared to other big brands, Hana BBQ always makes customers stay with them because of its excellent service quality

Picture 2.3 Logo of Hana BBQ (Soure: Hana BBQ)

● Population – society:

Potential customers of Sumo yakiniku BBQ are young and middle-aged (about 20-40 years old) Family size is mainly 3-4 people or more The average income of potential customers is quite - high

● Psychographic segmentation:

Sumo yakiniku BBQ focuses on customers who have a modern, comfortable lifestyle and pay great attention to the quality and taste of food In addition, customers coming to the restaurant also have access to Japanese service style, working style, and taste

● Consumer behavior:

Customers often come to Sumo yakiniku BBQ because the restaurant's food quality is suitable for friends gathering, family gatherings or company festivals Besides, on holidays such as New Year, International Labor Day, etc., the restaurant also has promotions and attracts a large number of customers Sumo yakiniku BBQ can track the level and intensity of customer service use through the TheGoldenSpoon points application

3.2 Positioning

● Positioning based on quality

As a premium Japanese Hot Pot & Grill brand, Sumo yakiniku BBQ is committed to bringing the best quality dishes to its customers The secret to perfect barbecue lies in the traditional Yakiniku style: from the selection of premium seafood and beef, to the special marinade from the attractive sauces according to the recipe from Japan For umo BBQ, taste and quality products are important factors in creating a premium and classy buffet for consumers

Slogan: Where customers trust us in kindness & dedication

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Picture 2.4 Brand positioning map

IV ANALYZING THE 7Ps MARKETING MIX STRATEGIES OF SUMO YAKINIKU BBQ

4.1 SWOT analysis

4.1.1 Strength

• The chain house operation and management system work effectively with the division

of rooms with different functions

• Sumo BBQ is a chain of restaurants belonging to Golden Gate Group, the largest corporation with 22 brands in Vietnam for F&B services Sumo inherits the Ecosystem

of Golden Gate and other Golden Gate restaurant brands, including reputation, management, operation, suppliers, data sources, and loyal customers to Golden Gate

• The Golden Spoon App focuses on developing and using to accumulate points, increase usage categories, use focus, and receive incentives for all restaurants in the Golden Gate system, including Sumo BBQ

• Marketing activities are carried out regularly and effectively: images on social networking sites, upgraded websites, especially the stable concept; regular vouchers on occasions of the month; promotional information is usually updated

• Efforts to run the customer: answer most of the customer's questions in the comment section, is rated as enthusiastic in responding to messages via messenger, the website has a blog for customers to update and discuss, and gmail to support different particular suggestions

• Quality food is suitable for the price, and the menu also has priority courses for groups

of 2-3 people

4.1.2 Weakness

• Confirmation of online orders is usually slow and takes a long time

by 2023

• According to cafebiz.vn, the buffet is a "magical" business model, making super-profits

by taking advantage of cutting personnel costs, seasonal bulk food, etc This is also the market where Sumo BBQ is operating

4.2 Analyzing the 7Ps marketing mix strategies of Sumo yakiniku BBQ

4.2.1 Product strategy

• Core benefit:

A chain of grilled hot pot buffet restaurants with bold Japanese flavors with an enthusiastic and friendly service style

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Summary of the Sumo yakiniku BBQ menu ’s

Appetizer Otoshi, salad, mixed vegetables, kimchi, namuru,

American pork

Chicken There are bones

Boneless

Seafood

Fish Salmon, cod, sardines

Another Shrimp, ocean octopus, French Bulot snail, squid, abalone, Japanese scallop

Hop pot

Japanese hot pot Chanko hot pot, Miso kimchi hot pot

Seafood hot pot Mixed seafood, tiger shrimp, salmon,

baby octopus Noodles hot pot Udon noodles, Ramen noodles Meat hot pot Three limbs of beef with hot pot Mixed vegetables and mushrooms hot pot

Drinks

Sangria Fruit juice mixed with wine

Cordial Cordial fruity

Mocktail Fruity Mocktails

Fruit tea Tropical teapot, fruit tea

Juice Fruit juices of all kinds Cocktail Fruity cocktail

Highball Fruity Highball Tower

Beer - Soft

drink

Heineken, Tiger, Sapporo, 36 Streets, Strongbow Soft drink, soda, mineral water

Liquor Wine, sake, apricot wine

The restaurant divides into 2 menu types: Buffet and Alacarte:

- For Buffet, customers will be able to choose unlimited dishes with 3 types of Buffets including: Soudai Buffet, Classic buffet, Premium Buffet

- For Alacarte, customers can choose individually or order combo/full course: Chilled Meat Combo, Wagyu Combo, Hokkaido Course, Sakura Course, Sekiwake Course, Ozeki Course, Yokozuna Course

- There are also set lunches, specifically: Teriyaki grilled chicken rice set, Grilled Saba fish rice set with salt, American beef ribs rice set with Obathan sauce, Teriyaki grilled salmon rice set, American beef shoulder rice set with Tare sauce, set of fried seafood Yakisoba noodles, Set of American beef jerky with black pepper sauce, Set of squid ink rice with ginger sauce