Marketing management executing strategic marketing plans to launch banh mi huynh hoa in orange county

Taking advantage of the Vietnamese population in Orange County, introducing Banh Mi Huynh Hoa will help give the people quality and authentic Banh mi.. The brand development for Banh Mi

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL BUSINESS ADMINISTRATION

MARKETING MANAGEMENT

Major: Marketing EXECUTING STRATEGIC MARKETING PLANS TO

LAUNCH BANH MI HUYNH HOA IN ORANGE

COUNTY

Group members :

Lé Doan Ngoc Han — 20DH481755

Nguyễn Đức Huy - 20DH480588 Ngô Gia Tuấn - 20DH481945

HCMC, 12/2023

Table of Contents

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Chapter 1 Introduction

Banh Mi Huynh Hoa brand was born in 1989 in Saigon Later it developed into a famous

bread brand throughout Ho Chi Minh City (Hien, 2022) With an operating period of over 30

years Not only attracting Saigon residents, gourmets, and the food blogger community

around the world, Banh Mi Huynh Hoa is also praised by the foreign press as a street food

not to be missed when coming to this city Banh Mi Huynh Hoa always impresses domestic

and foreign customers thanks to the quality of ingredients from bread, cold meat, butter, pate

to cucumber and pickles, which are all very high-class and continuously upgraded (Nhi,

2023)

Mission: "We want to bring all the Vietnamese cuisine that is highly appreciated by the world

such as pho, coffee, bun cha which Huynh Hoa will be the pioneer unit After that, we will

be ready to open and combine with other brands to build a rich and diverse Vietnamese

culinary culture" (Hoa, 2022) Ma Thanh Danh - Deputy General Director of Kido Group, late

Senior consultant of Banh Mi Huynh Hoa

The choice of Orange County is due to its being a culturally diversified region, hosting a

vibrant and growing Vietnamese community Many Vietnamese people live there and they

require food from homeland Taking advantage of the Vietnamese population in Orange

County, introducing Banh Mi Huynh Hoa will help give the people quality and authentic

Banh mi Orange County has become a preferred tourist destination with many beautiful

sandy beaches, amusement parks and shopping outlets The tourists come here to eat local

food as well as sample the region’s distinct culture The company could attract both tourist

and local visitors through the provision of an authentic Vietnamese cuisine at Banh Mi

Huynh Hoa The brand development for Banh Mi Huynh Hoa, as well as the business

expansion, could include introducing the Banh mi to Orange County Id the venture is

successful, then opening a branch in famous Orange County, where there are good prospects

for development across California and throughout the country

Chapter 2 Situation Analysis

2.1 PESTLE analysis

2.1.1 Politics

Orange County has a stable political system with many opportunities for economic

development In the case of Banh Mi Huynh Hoa, the US government has policies to

encourage economic development, creating favorable conditions for businesses to operate,

including bakeries However, regulations on food safety, hygiene and food safety are

becoming increasingly strict, requiring bakeries to strictly comply Food safety regulations in

Orange County, California, are administered by the County Health Care Agency The County

Health Care Agency conducts restaurant inspections to ensure compliance with food safety

regulations

2.1.2 Economy

Orange County has a strong economy with many different industries The economic

environment is a factor that directly affects a business's business activities In the case of

Banh Mi Huynh Hoa in Orange County, the US economy is recovering from the COVID-19

pandemic, creating conditions for increasing demand for bread However, inflation in the US

increased to its highest level in more than 40 years (UK, 2022) Rising inflation can also

affect product prices and customer purchasing power, causing difficulties for businesses

2.1.3 Society (Sociocultural)

The community of Orange County is quite heterogeneous Over 189,000 Vietnamese

Americans live in Orange County, California It 1s the biggest Vietnamese community outside

of Vietnam (Nguyen, 2015) For example, street-food phenomenon has been on rise in big

towns with substantial Vietnamese community like Orange County for Banh mi Huynh Hoa

The Vietnamese banh mi is quite common in Orange County and especially among the

Vietnamese coummunity with the highest percentages of Vietnamese Americans outside

Vietnam (Fleshman, 2022)

2.1.4 Technology

Orange County has an advanced technology system that improves manufacturing and

distribution processes In the case of Banh Mi Huynh Hoa, the development of information

technology, online food ordering applications as well as social networks have changed

consumers’ shopping habits Bread businesses need to keep up with trends to reach more

customers

2.1.5 Environment

Orange County faces challenges related to climate change In the case of Banh Mi Huynh

Hoa Consumer demand for environmentally friendly products is increasing This creates

opportunities for businesses like Banh Mi Huynh Hoa to use environmentally friendly

ingredients and packaging to attract customers Waste 1s also one of the important issues for

food businesses in Orange County as environmental protection regulations are strictly

regulated by the County Health Care Agency

2.1.6 Legal

Regulations on food safety, food hygiene and safety are increasingly strict, requiring bakeries

in particular and businesses in the food industry in general to strictly comply (David, 2023)

These regulations include standards for raw material quality, processing, preservation, etc

Bakeries that do not comply with these regulations may be fined or even suspended from

operations Government policies are also supported, including tax incentives, credit,

investment support, etc This policy creates conditions for Banh Mi Huynh Hoa to develop its

business and expand its scale., improve competitiveness

2.2 Customer and competitor analysis

2.2.1 Competitor analysis

Carrot&DaikKon is a Vietnamese banh mi and snack store based in Garden Grove, California,

USA The store has two branches, one in Westminster and one in Bolsa Open from 5:00 to

19:00 every day of the week Carrot&Daikon serves a variety of banh mies, including

roasted pork banh mies, special banh mies, beef banh mies, vegetarian banh mies, and more

The store also has drinks such as milk tea, coffee, fruit juice, soft drinks, etc The store has a

diverse menu, product prices range from $5.99-$8.99, approximately 150,000- 220,000 VND

for bread, while other drinks from $2-$4.5 approximately 50,000 - 110,000 VND

(Carrot&Daikon, 2023) However, the quality of bread is sometimes inconsistent The store's

sitting space is also quite small (Daikon, 2023)

Website: https://www.carrotanddaikon.com/

SaiGon 168 Banh Mi is a Vietnamese bread chain based in California, USA The chain has

three branches, one in Bolsa, one in Brookhurst and one in Rosemead Banh Mi Saigon 168

serves a variety of banh mies, including roasted pork banh mies, special banh mies, beef banh

mies, vegetarian banh mies, and more In addition, the store also has drinks such as milk tea,

coffee, fruit juice, soft drinks, etc The store has a diverse menu and reasonable prices The

bread is made from fresh ingredients and prepared according to traditional Vietnamese

flavors Bread prices range from $3.95 to $5.0, approximately 96,000- 122,000 NVD, while

drinks range from $3.0 to $4.0, approximately 73,000 - 98,000 VND (Pricelisto, 2023a)

However, the quality of bread in stores is sometimes inconsistent Some stores have delicious

bread, but in some other stores the bread is not as delicious as expected (Yelp, 2023) In

addition, only 2 stores are open all day, while | store is only open in the morning

Website: https://banhmisaigon168.com/

Lee's banh mies is a famous banh mi chain in America This brand is known for its extremely

diverse menu, including many types of traditional Asian breads (Leesandwishes, 2023) The

breads here are made from fresh, high-quality ingredients, with delicious and attractive

flavors The price of bread at Lee's banh mies ranges from $6.17 to $8.5, approximately

145,000 - 200,000 VND, depending on the type of bread Drinks here also cost from $2.00 to

$5.5, approximately 50,000 - 130,000 VND (Pricelisto, 2023b) In addition to the rich menu,

Lee's banh mies 1s also highly appreciated for its prime location, convenient for travel This

brand's stores are often located in central, crowded areas

Website: https://leebanh mies.com/

Thus, to compete with the above 3 competitors, Banh mi Huynh Hoa must commit to

stabilizing quality from preparation to finished products To achieve uniform and best quality

for customers, that is also the goal that Banh Mi Huynh Hoa always aims for

2.2.2, Customer analysis

Banh Mi Huynh Hoa in Orange County targets customers who are the Vietnamese

community, with a need for a quick, convenient and quality meal in terms of both product

and price, or those who love Vietnamese cuisine or those who want to explore diverse

culinary options

2.3 SWOT analysis

Strengths Weaknesses

e Banh Mi Huynh Hoa is a famous brand

in the Vietnamese food industry +x

specifically in Saigon, which can help

attract customers and build trust with

standard Saigon spices

e The strong presence of the Vietnamese

community in Orange County

(Discovery, 2022) creates a potential

customer base

e Banh Mi Huynh Hoa's quick and

efficient service ensures customers can

enjoy their food without having to wait

too long

e Banh Mi Huynh Hoa ingredients are

carefully selected, fresh and delicious,

with a special sauce recipe From there,

creating traditional and unique flavors

suitable for the local market

e Limited menu variety: The restaurant

mainly focuses on Banh Mi, which may

limit the options for customers looking for a more diverse fast food experience

e Price Sensitivity: The cost of ingredients and maintaining quality can result in prices being slightly higher than other

fast food options, which can make

customers price sensitive

e Limited brand recognition: Banh Mi Huynh Hoa may have difficulty gaining brand recognition and attracting customers unfamiliar with Vietnamese

cuisine

Opportunities Threats

e The growing Vietnamese population in

Orange County offers the potential to

increase customer base (UShome,

2020)

e Rising interest in ethnic cuisine: The

growing popularity of diverse and

authentic cuisines creates opportunities

for Banh Mi Huynh Hoa to attract

customers looking for unique and bold

culinary experiences (American, 2023) e Intense competition: The fast food

industry in Orange County is very

competitive (Martinez, 2015), with

many chains and local restaurants offering a variety of options

e Increase in raw material costs: Raw material prices may increase over time, affecting Banh Mi Huynh Hoa's profits

e Anunstable economy can affect consumer spending on food (Huy,

2023)

restaurants and Vietnamese places with a large number of Vietnamese people such as the Little Saigon area including Garden Grove, Santa Ana and Westminster "Little Saigon" in America is home to more than 200 Vietnamese restaurants (Discovery, 2022)

3.1.2 Demographic Segmentation

This customer group is concentrated mainly in Orange County, especially the Little Saigon

area and surrounding areas such as Garden Grove, Santa Ana, and Westminster The target

audience is adults aged 18-45, regardless of gender They usually have an income in the

6

range of 2000-3000 USD/month (Number, 2021), approximately 49,000,000 - 73,000,000 VND

Vietnamese cuisine They want to discover and enjoy unique and quality dishes This

customer group tends to seek authentic and special culinary experiences

3.1.4 Behavioral Segmentation:

Vietnamese people living abroad or have experienced Banh Mi Huynh Hoa in Vietnam This customer group includes Vietnamese people living in Orange County They often want to find familiar dishes from their homeland and seek culinary experiences close to Vietnamese culture In addition, they can be international students, international company employees or tourists who have experienced and loved Banh Mi Huynh Hoa in Vietnam In addition, Orange County is a popular tourist destination and attracts a large number of visitors from all over the world Part of them are tourists interested in experiencing Vietnamese cuisine Banh

mi Huynh Hoa can target these customer groups by providing traditional and typical

Vietnamese bread, helping to recreate familiar flavors and provide a familiar culinary

experience

3.2 Targeting

Target the Vietnamese community in Orange County, who may have a nostalgic connection

to Vietnamese cuisine and appreciate the flavors of their homeland Leverage community events, cultural celebrations, and local Vietnamese media to reach and engage with this segment Target individuals with busy lifestyles who seek quick and convenient meal options Highlight Banh Mi Huynh Hoa's fast service, online ordering, and delivery options to appeal

opportunity of having access to one of the most popular foods in Saigon, named Banh Mi Huynh Hoa Foreign press insists that one has to go and try Banh Mi Huynh Hoa here (Hoa,

2023) Furthermore, this chain Banh mi is renowned, and therefore some clients have faith

that this Banh mi hs got a noble history This means that Orange County of the USA, the brand would supply Huynh Hoa type of excellence in glavor and smell of Saigon at an afforable price

3.3.1 POP (Point of Parity)

A business's products may be similar to those of its competitors’ competitive advantage in terms of brand and reputation Banh Mi Huynh Hoa has a unique flavor, rich in Saigon flavor, loved by many people This helps the bakery attract many customers, especially customers of Vietnamese origin Banh Mi Huynh Hoa is produced according to a closed process, hand-made from Pate to Bread, ensuring food hygiene and safety quality This helps the bakery build customer trust Banh Mi Huynh Hoa prices are relatively competitive compared to other bread shops in the area The business's service may be similar to that of its competitors in providing bread to Vietnamese people in Orange County

3.3.2 POD (Point of Different)

Banh Mi Huynh Hoa is an old and reputable Banh mi in Vietnam This means that the bakery has a competitive advantage when it comes to branding and goodwill The taste of Banh Mi Huynh Hoa is special, anbudant in Saigon flavor The practice attracts a lot of customers, especially those with Vietnamese origin This product is manufactured with a closed method

of “hand-made” of the Pate and the Banh Mi Huynh Hoa ensuring the hygienic and quality safety of food It boosts the confidence on part of customers towards the bakery

Figure 1 Positioning Map of Banh Mi Huynh Hoa

Expensive

Lee’s Carrot sandwiches

&Daikon

Huynh Hoa Banhmi

saigonl68 Cheap

Chapter 4 Selected Marketing Mix

4.1 Product

The shop's main products include a super large loaf of bread filled with fillings: cold meat,

pork sausage, ham, beef patties, cotton balls, served with pre-salted pickles according to

Huynh Hoa's exclusive recipe Besides, there are also by-products (soft drinks, coffee, )

4.1.1 Features

Banh Mi Huynh Hoa is made from fresh, quality ingredients, ensuring food hygiene and

safety Banh mi Huynh Hoa's pate and butter are made according to an exclusive recipe,

creating a delicious, unique flavor In addition, Banh mi Huynh Hoa is larger in size than

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