wrap and roll company franchises to indonesia

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION *** MIDDLE TERM REPORT INTERNATIONAL MARKETING TOPIC: WRAP AND ROLL COMPANY FRANCHISES TO INDONESIA HO CHI MINH CITY, TUESDAY 4 TH MARCH, 2014 GROUP MEMBERS 1. Trần Bảo Kiều ID: 71106118 Class: 11070601 2. Nguyễn Thị Thủy Tiên ID: 71106074 Class: 11070601 3. Đỗ Thị Cẩm Thu ID: 71106146 Class: 11070601 4. Nguyễn Hoàng Hoài Thương ID: 71106073 Class: 11070601 5. Huỳnh Châu Phương Thảo ID: 71106062 Class: 11070601 6. Trần Huệ Quân ID: 71106137 Class: 11070601 PART 1 INTRODUCTION OF WRAP AND ROLL COMPANY I. Wrap and Roll Company: a. Introduction: Vietnam is a country influenced by France and United State of America after wars, but it could receive a lot of precious values from both developed countries. To appreciate national culture of a country, one of criteria is food and eating habit. Vietnam’s cuisine is very diverse and there are many differences between three regions: the North, the Middle and the South region. Fish sauce, shrimp paste, soy sauce, rice, fresh herbs, and fruits and vegetables are always included in every meal of Vietnamese. With idea of gathering Vietnamese three regions’ wrap and roll food, Mrs Nguyen Thi Kim Oanh- the owner of restaurant chain decided to establish the first restaurant in February, 2006, called in Wrap & Roll. Up to now, Wrap & Roll has 8 locations in Ho Chi Minh City and Ha Noi (Vietnam) and 3 locations in Singapore, it also has the first one in (Sydney) Australia.Wrap & Roll restaurant has more than 40 rolls and various sources collected from everywhere of three regions, these dishes are eaten with vegetables, herbs and dry rice paper form. It will give the feeling of a truly unique taste. 2 In 2008, Wrap & Roll received the awards of Vietnam Economics Time “The Guide Awards”. Moreover, the key ingredients in Wrap & Roll dishes are green vegetables and herbs that are grown in organic soil, no pesticide, deeper taste and good for health. Fresh and dry rice paper is also a special component in wrapping, it is made from rice and then drying under the heat of sun, so when eating dry rice paper, there is a unique taste as salt. Not at all, one of diverse sources is fish sauce- that is made from fermented raw fish- can be mixed with a lot of Vietnamese dishes, so fish sauce has become indispensable spice in traditional food culture. Wrap & Roll was building the new style restaurant, they are designed with the art environment, combine the traditional style and modern style that give the customers a feeling they never forget. b. Products of Wrap & Roll: Products of Wrap & Roll are diverse dishes from three regions of Vietnam, so it not only provide the wrapping and rolling food, but also are made from rice like pho or hot pot. Then the customers can enjoy the sweet desserts made from coconut, banana, red beans,… it will give customers the perfect “fresh” meal. The ingredients of food are fresh, less oil and cholesterol, no monosodium glutamate in cooking, not preservative rice and organic vegetables that protect your health from popularly dangerous diseases and obesity-that appears in almost Asia countries caused by fast food. Besides, the service of this restaurant will give customers the strange feeling that they never forget, under the green color background of Wrap & Roll, the customer can experience the truly Vietnamese cuisine and remember traditional food with nature and fresh taste. This table will show all of main dishes of Wrap & Roll Restaurant. 3 4 II. Franchising Franchising is a business model in which many different owners share a single brand name. This is a faster and cheaper form of expansion in short time, so it is a good way for investors if they want to reduce the cost of investment. Therefore, with the experiences of Wrap & Roll in franchising, the investors can receive the cash flow faster. In Vietnam, franchising is still new so when company wants to do this model, they must research and prepare everything carefully. It is more difficult for Wrap & Roll to find the suitable franchisees with differences in national culture. Almost food of Wrap & Roll are made from rice, vegetables, fruit,…that will be good for health and improve the quality of life. To get the trust of customers, Wrap & Roll try to build the model “green restaurant” that can achieve the standards of food safety. Not at all, this will be the best place to feel the beauty of traditional Vietnamese food. Up to now, Wrap & Roll opened to franchise to Australia- the first franchisee of Wrap & Roll and Singapore. Australia is a place of cultural diversity of Eastern-Western countries, so developing a restaurant here will open the way to franchise to other countries in the world. III. Market segment Although Wrap & Roll is a young company in restaurant industry, it still can do original business. Things from Wrap & Roll are not only food, but also style of cooking, so almost customers come to restaurant can learn the new cuisine or remember the familiar taste of traditional Vietnamese food. Therefore, anyone who love food and want to build the new food style are also potential diners of Wrap & Roll. IV. Wrap & Roll style Wrap & Roll restaurant will provide the wrapping- and- rolling dishes or customers can do it themselves. So this is the best way for everyone – not only Vietnamese can understand the Vietnamese cuisine and culture. Moreover, the first time coming to restaurant, customer will be impressed with the design of Wrap & Roll is mixing from the dark green to the light green, so the green 5 color is key color symbol for the “green restaurant” model. It means everything used in restaurant are green, fresh, and safety. The logo of Wrap & Roll emphasizes the natural beauty, it is a circle in green with “WRAP” and “ROLL” in words, “&” is the word “and” in short, only this word is in yellow. The special meaning of logo is many small circle, they symbolize for dry rice paper. With changing the depth of green, it made “green restaurant” model be remembered in customers’ thinking. V. Analyze SWOT of Wrap & Roll: a. Strength- S o The restaurant has fasten the speed of development, the actual fact is there are 8 locations in Ho Chi Minh and Ha Noi (Viet Nam), 3 locations in Singapore and 1 food court in Australia. o There is combination between traditional taste and modern decoration will make the space for people to relax and enjoy food. o Employees are active and serve friendly, they always put customers at highest place “customer is a god”. The first restaurant serve wrapping-and-roll in Vietnam, it makes unique in food culture. There are formulas for 40 dishes and more than 20 different kinds of sauce. o Ingredients are fresh, less oil and cholesterol, no monosodium glutamate in cooking, not preservative rice and organic vegetables that protect your health from diseases and obesity. b. Weaknesses- W o The restaurant doesn’t have experiences in franchising so it is difficult to find franchisees and make brand name famous. o Differences in culture will limit the consumption in franchisees’ country, so Wrap & Roll must compete with other competitors. o Logo design uses green color that is not suitable for foreign market. 6 c. Opportunities- O o Vietnam became a member of the WTO has created many opportunities for companies to easily integrate into the world economy with simple procedures and having lower barriers, enjoy the preferential policies, the reduce taxes, create fair competition. o The first restaurant of wrap and roll food, it collected more than 40 rolls from everywhere in Vietnam. So it is a place where foreigners can understand Vietnam right in their own country. d. Threats- T o Wrap & Roll must assure the international standards of food. o Trade barriers to Vietnamese ingredients such as: fish, poultry. o To country, Vietnam is used to have products that are under strictly checking. It is very difficult to get the trust of customers. PART 2 CHOOSING THE COUNTRY FOR FRANCHISING I. How to be potential franchisees: Choosing a country that will be potential franchisee is not easy especially to Wrap & Roll- the first Vietnamese company does this model. Difference in culture and macro environment is the important factors to affect listing possible countries. First of all, from many countries in the world, we cannot have a list unless having criteria. Wrap & Roll is the new brand of Vietnamese wrapping and rolling food, and vegetables are indispensable ingredient in almost dishes. Therefore, Wrap & Roll restaurant must choose countries consuming vegetables as much as possible. 7 8 The question is: “Why it must be vegetables, not others? “. Life is more and more developing, this will threat to the health of people because they must get used to having faster life, this means that humans live and remain their life at the fastest speed. They live faster, eat faster, work more…, they need energy for life. This is also the reason why every meal is so much fat. Because of that, the obesity rate increases faster and faster, this rate also threat community’s health. Therefore, to reduce this case of obesity, some country used or are using vegetables as a main ingredient in cooking. Vegetables and fruits are very low fat, but they can provide a large amount of vitamins and minerals such as: vitamin A, B, iron,…Almost people hate eating this kind of food especially children. Of course, comparing with meats: beef, chicken, pork, the taste of vegetables and fruit are not delicious, too light. But they don’t know that there are a lot of antioxidants in vegetables and fruits, it will protect people from oxidant stress, diseases and especially cancers because antioxidants will make a new thing in body and this thing will develop the immunity to fight against diseases. II. Finding the new market: According the chart of “Vegetables Consumed” by the SASI group (Michigan), there are some groups suited with criteria. They are North America, Eastern Europe, Western Europe, and Eastern Asia. All of them are belongs to continents: The American, Europe, and Asia. Firstly, in the continent of The American, we find out the country having high vegetables consumed rate is United States. Percent of U.S. Population Eating 3 or More Vegetables per Day (2009) 26.3% Secondly, in the continent of Europe, we find out some suitable countries such as: England, Germany and France. 9 Then the final one in Asia is Korea. Korea consumes a lot of vegetables, is the second ranked after Greek, the first one in Asia. Country Vegetable Consumption (per capita) 1 Greece 257.0 kg 2 South Korea 249.8 kg 3 China 212.5 kg Sources: Euromonitor International. (2008) Potential franchisees are United States, England, Germany, France and Korea. The next step, we analyze the macro environment of these countries then to find out only new market for Wrap & Roll. There are five chapters in this part. Each chapter will be information of macro environment of a country. 10 [...]... interesting for them to enjoy Vietnamese cuisine, up to now they accepted and loved Vietnamese wrapping and rolling food as spring rolls, pork mixed rolls, 1.3.1.3 Popular culture The United States is known around the world for the films, shows, and musical performances that it produces The biggest centers of popular American culture are New York City, Los Angeles, Chicago, Florida, and Las Vegas Smaller... including the northern one-sixth of the island of Ireland and between the North Atlantic Ocean and the North Sea; the whole area is about 243,610 square km United Kingdom consists of Great Britain (England, Wales, Scotland ) and Northern Ireland, it has the twice of size of New York State England, in the southeast part of the British Isles, is separated from Scotland on the north by the granite Cheviot... with Switzerland and Austria Pork, beef, and poultry are the main varieties of meat consumed in Germany; pork is the most popular Organic food has gained a market share of around 3.0%, and this is predicted to increase further As a country with many immigrants, Germany has adopted many international dishes into its cuisine and daily eating habits Italian dishes like pizza and pasta, Turkish and Arab dishes... with regard to intellectual property Prescribed standards for service Agency for Standards and Technology Korea (KATS) is responsible for building safety standards for consumer products and industrial application both for imports and domestic goods are produced With agricultural products and food, hygiene laws Korean food safety Imported goods must be registered with the Drug Administration and Korean... into the Korean market are to achieve quality standards according to international ISO standards 5.3 5.3.1 5.3.1.1 Cultural – Social Environment: Cultural Environment: Food culture Korea is a special country as traditional and modern culture Eating and drinking are very important to Korean, there are many generations living in a house, so in every meal, they always invite the person who is oldest and. .. export to the United States, among other things, the time used for customs declaration has increased Occasionally, the United States uses its authority to exclude foreign products and services in areas related to national security interests Public purchase: In connection with public purchasing a number of stipulations on federal, state and local levels, gives preference to United States companies and. .. detrimental to society French law is divided into two principal areas: private law and public law Private law includes, in particular, civil law and criminal law Public law includes, in particular, administrative law and constitutional law However, in practical terms, French law comprises three principal areas of law: civil law, criminal law, and administrative law Criminal laws can only address the future and. .. agricultural products and is currently expanding its forestry and fishery industries Agriculture is thus an important sector of France's economy: 3.8% of the active population is employed in agriculture, whereas the total agriculture food industry made up 4.2% of French GDP in 2005 The implementation of the Common Agricultural Policy (CAP) and the Uruguay Round of the General Agreement on Tariffs and Trade (GATT)... of state and the Prime Minister of the United Kingdom is the head of government Executive power is exercised by Her Majesty's Government, on behalf of and by the consent of the Monarch, as well as by the devolved Governments of Scotland and Wales, and the Northern Ireland Executive Legislative power is vested in the two chambers of the Parliament of the United Kingdom, the House of Commons and the House... Infrastructure: Germany is ranked at Top 2 of World's Top-Ranked Infrastructure The port of Hamburg is the second largest container port in Europe as the same as the car port Bremerhaven is also the largest one in Europe, and Duisburg is largest inland port, too Besides, the Frank airport is ranked in the world and the ninth largest one The highway system can get the fastest speed and it gets the 37,900 km of . love food and want to build the new food style are also potential diners of Wrap & Roll. IV. Wrap & Roll style Wrap & Roll restaurant will provide the wrapping- and- rolling dishes. Class: 11070601 PART 1 INTRODUCTION OF WRAP AND ROLL COMPANY I. Wrap and Roll Company: a. Introduction: Vietnam is a country influenced by France and United State of America after wars, but. regions’ wrap and roll food, Mrs Nguyen Thi Kim Oanh- the owner of restaurant chain decided to establish the first restaurant in February, 2006, called in Wrap & Roll. Up to now, Wrap & Roll