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

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE — MARKETING

FINAL EXAM ASSIGNMENT

SERVICE MARKETING PLAN FOR SUMO YAKINIKU BBQ IN VIETNAM MARKET

Marketing Service

Lecture: Nguyén Thi Minh Ngoc Class Code: 2121702052704 Member:

THE MINISTRY OF FINANCE UNIVERSITY OF FINANCE — MARKETING

FINAL EXAM ASSIGNMENT

SERVICE MARKETING PLAN FOR SUMO YAKINIKU BBQ IN VIETNAM MARKET

Marketing Service Lecture: Nguyén Thi Minh Ngoc Class Code: 2121702052704 Member:

TABLE OF CONTENTS

T INTRODUCTION 000 ee tee ee eee eieee anit see taeceteeeeeesaseetaesagmeesaseesaeeeseesnmeeeagete 1 IL MARKET AND COMPETTTION ANALYSIS -ẶL L2 2H HH H01 6, 2 2.1 Overview of the Vietnamese market - «5< S4 11 1211111115111 1211111111101 tê 2

I TARGETCUSTOMERS ANALYSIS & POSTTIONING STRATEGY 7

3.1 Target CUStOMELS wee ẽ 7

4.2.6 Process management strategy cố 14

V CONCLUSION ooo te rene in enter cr tae deen enacted tae denee ane teesdeeetaeee deanna 18 45ả5.45i01051010010707577 7 19

143500800 15777e 20

PICTURES LIST

Picture 1.1 Logo o£ Sumo yakiniku BBQ L cuc ch ch nhe Tnhh nh kh hy ees Picture 2 I Company posiftion chaFf cà cà n2 SH nàn ky Snn vn sgk ky ket hy sry Picture 2.2 Logo of King BBQ cu Q0 cn TH n nh nhà ng nàn nh nh kh hy chhưy

Picture 2.4 Brand positioning map

Picture 4.1 People processing of Sumo yakiniku BBQ

Picture 4.2 Act 1 — Prologue and Introductory Scenes cà cà nà se nhớ Picture 4.3 Act 2 — Delivery of Core PTOdUCI c cn nu SH n nh nnn nhn nàn nh kh hy nh hy Picture 4.4 Act 3 — The Drama Concludes c.c cn nh nền nhe nh nh như kh nha

TABLE LIST

Table 4.1 Summary of the Sumo yakiniku BBQs menu

ASSESSMENT FORM

The quality of Attitude Group

Dương Mỹ Trân | 2021006504 40% 30% 30% 100% Tran Thi Thanh | 5991006527 Ngan 40% 30% 30% 100%

Pham Duc Thanh | 591006484 Ngoc Anh 40% 30% 30% 100%

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

SUMO®

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

Il 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 2.2.1 Macro environment

2.2.1.2.Economic environment

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

price index (CPI) will increase CPD in January 2022 increased by 0.19% compared to December 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

Accounting Cashier Table Bar Sirota) Security JĐC0 040000 413 Department Department Department Department Department

Chief Accountant

D2 o4 Server

Sous Chef Reception

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

¢ 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 2.2.2.5.Customers

Sumo yakiniku BBQ’s customer range is the consumer market They serve in the food and beverage industry for citizens, especially families and adults

2.3 Competitors analysis 2.3.1 King BBQ

Belonging to Golden Gate's biggest rival - Redsun, King BBQ is a Korean barbecue brand developed since 2011, currently owns 85 stores nationwide King BBQ follows a "sitdown buffet” with more than 50 kinds of BBQ meat and more than 20 traditional Korean dishes are adjusted to suit Vietnamese taste Customers coming here can experience two types of menu including King BBQ Alacarte and King BBQ Buffet with different prices, ranging from 229,000 VND to 349,000 VND

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

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)

IH TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY

3.1 Target customers

® Geographic segmentation:

Sumo yakiniku BBQ always chooses “expensive” locations, convenient for business such as commercial centers, busy eating streets, and city centers With 20 branches nationwide in 3 big cities (Da Nang, Hanoi, Ho Chi Minh City) and Bien Hoa city, Dong Nai province

e 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

e 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

e 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

e 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

Picture 2.4 Brand positioning map

ANALYZING THE 7Ps MARKETING MIX STRATEGIES OF SUMO YAKINIKU BBQ

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

Weakness

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

¢ There is no waiting area for customers because at peak hours it is very crowded and customers have to wait

* Service quality is different between restaurants: new employees are not properly

trained, facilities, etc

* 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