Topic swot analysis of pizza 4ps and current marketing strategy to modify the plan to best suit the market

2, Huyen lane, Ha Noi, Viet Nam Telephone: 0120 803 4444 Website: http://pizza4ps.com/ Legal representative Title: Deputy General Manager Company name: 4P’s Pizza Restaurant in Hanoi Add

HO CHI MINH UNIVERSITY OF BANKING

SAIGON INTERNATIONAL SCHOOL OF BUSINESS

FACULTY OF BUSINESS ADMINISTRATION

CURRENT MARKETING STRATEGY TO MODIFY THE PLAN

TO BEST SUIT THE MARKET

Student’s Name: LE HOAI AN

Student ID: 120604220001

Class: DH38DDO01

FINAL BUSINESS REPORT OF INTRODUCTION OF BUSINESS

ADMINISTRATION Faculty advisor: MR TRAN THIEN KY

DD

HO CHI MINH UNIVERSITY OF BANKING

EXAM PAPER Module: INTRODUCTION TO BUSSINESS ADMINISTRATION

Student: LÊ HOÀI AN Student ID: 120604220001 Class: DH38DD01

MARK _ EXAMINERS SUPERVISORS NO

(Sign & write full name)

implemented I am also trying to cultivate, learn, work hard, and improve myself more In the

report, I cannot avoid making mistakes, I hope you can forgive me

Thank you sincerely!

CONTENT TOPIC:

I Opening StateMent cc cccccceeceeeeeeeeeee eee eeeeceeeeeeeeeeeeaeeeeeeaeeeeeaeeennae 4

1 Reasons For Selecting The an 4

II A Message From The Founders Of Pizza ÁD”S cuc nen nen 5

HH ExeCutive SummarV cuc nh nh n nh mm BH BE BE BH BI 6

IV Company IntrOodUCtiOn - on no no nh n nh BH B gã 7

1 Overview Of Pizza 4D 'S nh nn nh nh HE tk Hot thon kh th 8

2 Brand PhilOSOPNY ch nành nh Kế kế Kế kh Kế kh kett 9

V Current Situation of Pizza 4p's Marketing Strategy - 11

1.2 FiDATCC ch nh nề nn nsn Đà Kh nà TK Kế ĐK TK KT ĐK khi 12

2.1 SUDpIÏCFS c cu ch nn Tnhh HT TK Ko kho Tho tr 14

3 MacroenvirOnmefi co c n nền Hàn nn Hs kh TK Tế Kế Tế kế Kế kế kh kh ta 15

3.4 Customerˆs Requiremeri nh nén HH Ho ki doto 15

VII Marketing Strat©OV cuc non n n nn nn n nn nn n n n in nh n BI B Bn BH B BH 17

xa cece eee ce ee eee nner nee E DEES EEE EE DE EE EES DEEEE DEES REST EDES ARES EE DEEE EEE S GE EEE ES 17

QD PRICE iiieccec cece eee eee e ener eee EEE EEE EE EEE EE EEEE REESE DEEE EES DESI DEES EEEEE ESE DEE DEER EEE HEED EE EES 17

17

VII Marketing ACtIVILÍOS co HH n mm n TH Hi BE BH BH HH 19

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TOPIC:

1 REASONS FOR SELECTING THE ISSUE

¢ Vietnam's food service sector, which includes both "fine-dining" establishments and

street vendors, has never lost popularity Since then, a period of brand competition has emerged, and companies are constantly searching for methods to enhance their store's

reputation among consumers in order to increase sales and foster socio-economic growth Furthermore, pizza is an Italian dish that has gained a lot of popularity among youngsters

in Vietnam Pizza brands like Domino's, Pizza Hut, Pizza Company, and Pizza 4P’s each

have their own distinct taste and service and together produce a varied and fiercely

competitive pizza market

® In addition to the previously listed considerations, marketing strategy is the subject of my research because it is essential to the survival of the culinary industry Marketing

campaigns need to stay current with trends and guarantee customer satisfaction in order

to boost business profits, thereby maintaining a competitive advantage in the market An effective marketing strategy is based on 4 elements (product, price, distribution,

promotion mix) In particular, marketing strategy is also expressed in many aspects such

as people, processes, or tangible evidence

¢ Businesses in the twenty-first century must adapt their ways to better serve customers Because firms nowadays require a large supply of human resources despite the fact that the number of employees is decreasing This is the most challenging component since

benefits are necessary to keep employees on board PIZZA 4P’s JOINT STOCK

COMPANY with its rapid development creates leaps in many aspects in terms of scale, operations, quality, and product services Besides, human resource compensation at the company is always at a professional level

e As aresult, in order to conduct research with greater clarity, I decided to focus on the

topic of "Pizza 4P’s Marketing Strategies" and find the best way to implement them in real life as well as gain more knowledge about current marketing platforms

3 SUBJECTS AND SCOPE OF RESEARCH

3.1 Research object: service quality of Pizza 4P’s restaurant

3.2 Research scope:

- Space: in Pizza 4P’s restaurant located in Hanot

- Time: strictly researched from 2017-2022

Il A MESSAGE FROM THE FOUNDERS OF PIZZA 4P’S

“Any situation, no matter how hazardous or unfortunate, can lead to peace You can assist

people who are preoccupied with finding their own peace if you have compassion There will undoubtedly be peace in the world when that constructive cycle is maintained

Is a pizza place able to change the world? Perhaps two of us aren't enough However, we could start things off We are in a position to assist We can offer each diner a taste of happiness through "catalytic" moments.” (Yosuke Masuko)

https://cafebiz vn/giai-ma-hien-tuong-nganh-fb-pizza-4ps-khong- quang-cao-khuyen-mai-van-duoc-san-lung-giua-mua-dich-xuat- hien-ca-tren-ke-sieu-thi-ban-online-qua-shopee-lazada-

20210824004854537.chn The Hidden

The study aims to provide SỐ ‡° fPì gy for Pizza 4P’s restaurant, on e i oO sĩ aay Pizza 4P’s differentiates itself from other gigaa@ chains on the

market by developing a customer-centri roadh, building its

brand through communication, and focusing on customer

happiness

I'll examine the variables influencing Pizza 4P’s marketing plan

in detail in this report First, an overview of marketing strategy is given, and then the environment is examined in detail Proceed to evaluate the 4P’s campaign price by applying a 4 SWOT analysis

to the issues this restaurant Sisaad fectisiig, ndearantatiass, still develop this economy 1n theöfdefkaaetszlibark£Ô đ-aolhooetbect thorough research and identiynks teeshposerbledelail

IV COMPANY INTRODUCTION

Pizza

4:P’s

https://kilala vn/tin-tuc/pizza-4ps-va-hanh-trinh-phat-trien-ben-vung html

Company name: 4P’s Pizza Restaurant in Hanoi

Address: No 2, Huyen lane, Ha Noi, Viet Nam

Telephone: 0120 803 4444

Website: http://pizza4ps.com/

Legal representative

Title: Deputy General Manager

Company name: 4P’s Pizza Restaurant in Hanoi

Address: No 2, Huyen lane, Ha Noi, Viet Nam

Telephone: 0120 803 4444

Website: http://pizza4ps.com/

Legal representative

Title: Deputy General Manager

Company name: 4P’s Pizza Restaurant in Hanoi

Address: No 2, Huyen lane, Ha Noi, Viet Nam

Telephone: 0120 803 4444

Website: http://pizza4ps.com/

Legal representative

Title: Deputy General Manager

Company name: 4P’s Pizza Restaurant in Hanoi

Address: No 2, Huyen lane, Ha Noi, Viet Nam

Telephone: 0120 803 4444

Website: http://pizza4ps.com/

Legal representative

Title: Deputy General Manager

COMPANY: 4P’s Pizza Restaurant In Hanoi

ADDRESS: No.2, Huyen Lane, Hanoi, Vietnam

TELEPHONE: 0120 803 4444

WEBSITE: http://pizza4ps.com/

LEGAL REPRESENTATIVE

TITLE: Deputy General Manager

NAME: GAKU YOKOKAWA

Popular magazines like Forbes and the New York Times also have articles on restaurants Word Magazine, the largest magazine for foreigners in Vietnam, rated Pizza 4P’s number one restaurant in Vietn

Popular magazines like Forbes and the New York Times also have articles on restaurants Word Magazine, the largest magazine for foreigners in Vietnam, rated Pizza 4P’s number one restaurant in Vietn

Popular magazines like Forbes and the New York Times also have articles on restaurants Word Magazine, the largest magazine for foreigners in Vietnam, rated Pizza 4P’s number one restaurant in Vietn

¢ Popular magazines like Forbes and the New York Times also have articles on restaurants Word Magazine, the largest magazine for foreigners in Vietnam, rated Pizza 4P’s number one restaurant in Vietnam

1 OVERVIEW OF PIZZA 4P’s

https :/www.studocu.com/yn/document/truong-dai-hoc-kinh-te-dai-hoc-da-nang/quan-tri- marketing/4p-chuc-moi-nguoi-on-tap-suon-se-va-qua-mon-a3/28902048

Pizza 4P’s was established in 2011 and has since grown to become one of the most popular pizza brands in the Vietnamese market It is renowned for its innovative pizza recipes, consistently high standards, and commitment to providing amiable, customer-first service

In 2005, an ex-girlfriend of founder Yosuke gave him a book and said "Why don't we build a pizza oven in your garden?" After five months, the oven was finished and the first pizza was made That marked the start of the 4P’s Pizza chain, which is still popular with people of all ages

Pizza 4P’s headquarters is located in Ho Chi Minh City by a Japanese founding team, with 25

branches spread across the country in Ho Chi Minh City, Hanoi, Hai Phong, Nha Trang, and Da

Nang Pizza 4P’s mission is to "make the world smile for peace" to help people realize inner peace, spreading kindness and cultivating happiness in everyone

In contrast to other well-known pizza brands like Pizza Hut and Domino's, Pizza 4P’s is positioned as a "fine-dining" restaurant chain with higher

sales than its predecessor pizza brands

Pizza 4P’s has gone through an economic crisis and its financial situation has plummeted after

the covid 19 pandemic, with an estimated

record loss of up to 20.9 and 37.9 billion VND respectively in 2020 and 2021 Thanks to the campaigns after the pandemic, 4P’s financial situation gradually recovered and reached its highest level in 2022 To do that, 4P’s "retained customers" by prioritizing safe and healthy foods and healthy To win customers’ trust, 4P’s has provided specific information about closed

processes from natural livestock farms, vegetables, organic farms, and a cheese factory located in

Da Lat

3 VISION AND MISSION

¢ Vision The reason the founder set the mission

for Pizza 4P’s to "make the world smile for peace" is because he once

to commit suicide, so he longed for the

"inner peace" ideal that he pursued

https://studios.thisisrice.com/vn/work/pizza-4ps/

Vv CURRENT SITUATION OF PIZZA 4P’s MARKETING STRATEGY

1 INTERNAL ENVIRONMENT

1.1 CORE VALUE

e "4P’s spirit" is formed from 7 core values, which are the factors that bring about the

personality and characteristics of each business

Z SN / án \

The first 3 values represent each individual:

Passion For Peace OMOTENASHI

Integrity The next 2 values represent the

working environment:

Being Cause in the Matter

Positive Family Spirit

The last 2 values are the company's values:

KAIZEN

Forget the Box

https://pizza4psmagazine wordpress.com/2018/10/23/7-core-values-of-pizza-4ps/

Le hoai an

The most recent data available for 2023 shows that Pizza 4P’s profit after tax was 66.3 billion VND, up 56.4% from 2022 to 2023 The owner's profit margin after taxes came to 30.4%, Consequently, businesses continue to tum a healthy profit even after the 2020-2021 pandemic

On June 30, 2023, corporate equity reached 218.2 billion VND, an increase of 43% compared to data updated in early 2023 The equity coefficient is 1.03 times, corresponding to the amount of debt paid is nearly 225 billion VND Of which, outstanding bond debt is nearly 14 billion VND Thus, the total assets of the enterprise are 443 billion VND

Le hoai an

13 "REPUFABLE” TECHNOLOGY TEAM

Sharing about future goals, Kelly Tran said: "Our vision is to become a leading company in Vietnam, focusing on customers There really aren't many customer-first companies in Vietnam In 2021, we will apply AI to all upstream products because F&B is a Big data industry We will also apply the

"Internet of Things” to automate as many things as possible That's the only way to multiply the scale

to 1,000 restaurants.”

Le hoai an

2 MICROENVIRONMENT

2.1 SUPPLIERS

2.3

CAPITAL:

The initial capital of 100,000 USD was invested by businesses such as Seedcom,

Chikaranomoto, and Locotto

MATERIAL SOURCE:

THIEN Sinh farm is the source of 4P’s safe, organic ingredients

EVERYDAY ORGANIC farm in Dak Lak is the source of naturally raised eggs for 4P’s restaurants

DON DUONG agricultural village in LAM DONG is the place to produce cheese such

as Camembert, Mozzarella, and Mimolette, and other products such as yogurt, and

beer,

LABOUR:

The main resource of the business

Friendly environment, creating conditions for personal development

Thorough training to improve expertise and customer service

4P’s employee benefits: PVI health care package, internal discount program, attractive bonuses, monthly party, etc

PUBLIC

4P’s has a media team that promotes products in newspapers during prime time, thereby attracting consumer attention thanks to campaigns on environmental protection and food safety

Le hoai an

3 MACROENVIRONMENT

Since the COVID-19 pandemic, this brand has renounced its guiding principle of not following the online sales trend But unlike other pizza companies, 4P’s doesn't sell its products on the Grab and Now hat Gojek platforms; instead, it constructs a different website devoted to the invention as well as online sales and a particular kind of battery used to keep food hot in thermos boxes

4P’s has carried out an environmental protection campaign by stopping the use of plastic straws, changing the material of takeout boxes, and furniture such as restaurant tables are also made entirely from recycled materials Besides, 4P’s also aims to waste food waste in branches Furthermore, they use solar energy and participate in many social activities

Employees can visit and practice at the restaurant's production farms This activity aims to help employees appreciate food, avoid food waste, and also connect the spirit of solidarity among employees into a big family