Duc hung CP final (edited 4 08 2020)

We based on the demand of our customers to choose the best quality of beef to make Pho.. - Open space – Our restaurant is decorated to bring the fresh atmosphere - Hygiene – We bring the

ATTESTATION OF AUTHORSHIP

I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person except that which appears in the citations and acknowledgements Nor does it contain material which

to a substantial extent I have submitted for the qualification for any other degree of another university or other institution of higher learning

Signature of the candidate: Phạm Đức Hùng

_

Acknowledgement

I will not be able to finish this project without the support So I want to thank the following people for taking the time to help and inspire me during this project

Next, I want to express my heartfelt gratitude to my mentor-Mr Ha Quach During the project he delivered very detailed feedback and advice Without his help I could not

complete the project

My heartfelt thanks to Dr Rob Lock, Le Hoang Anh, Tran Vi Nghiep, Nguyen Minh Hao, Ngo Kim Loc for providing the project with a lot of useful information

Special thanks to my parents, my siblings and my beloved boss, who loved and cared for me all the time

Finally I thank myself, Pham Duc Hung, for overcoming the depression to finish this project

Very good job, gentleman!

Table of Contents

CHAPTER 1: INTRODUCTION 6

1.1 Business concept ……… 5

1.2 Products & service……… 5

1.3 Business context ……….… 6

1.4 Major technologies & facilities required……….…… 6

1.5 Key value customers & stake holder group ……….…… 6

CHAPTER 2: ECONOMIC ENVIRONMENT 14

2.1 Market condition ……… 9

2.2 Economic Conditions……… … 11

2.3 Historical and future trend……… 12

2.4 Competitors……… 15

2.5 Suppliers ……… 16

2.6 Regulation……… 19

CHAPTER 3: MARKET SEGMENTATION AND RESEARCH 27

3.1 Market analysis ……… 22

3.2 Business strategies ……… 34

CHAPTER 4: OPERATIONAL EFFICIENCY 43

4.1 Business structure & governance……… 38

4.2 Business operational planning ……… 38

4.3 Operational plan ……… 48

CHAPTER 5: SALES & MARKETING 56

5.1 Product positioning ……… 51

5.2 SWOT Analysis ……… 52

5.3 Marketing mix (7Ps) ……… 55

CHAPTER 6: FINANCIAL OVERVIEW 70

6.1 Capital expenditure……… 65

6.2 Five years revenue forcast ……… 67

6.3 Income statement ……… 69

6.4 Cash flow forecasts ……… 70

6.5 Breakeven analysis……… 71

6.6 Payback analysis ……… 72

CHAPTER 7: EVALUATION OF PROPOSAL 78

CHAPTER 8: EXECUTIVE SUMMARY 81

CHAPTER 9: REFERENCE 82

CHAPTER 1: INTRODUCTION 1.1 Business concept

The business concept is inspired by Tempus Fugit restaurant at JW Marriott Phu Quoc where I have worked for 4 months In the middle of the restaurant, there is the open kitchen The chef and Pho making machine will be shown to the guests The wall will be decorated by the pictures of Pho history There are plants and flower to bring fresh and clean air to create relax feeling for guests before go to work or school

Of course, we sell Vietnamese foods by Vietnamese people The concept should be much familiar to Vietnamese cultural as we can because the restaurant is located at District 2 where the citizens eat Pho as a casual food for breakfast We try to make the beef stork to suitable with foreigners and Vietnamese people taste We also serve many kind of beef meat

to satisfy the guest demand At the super hygiene Pho restaurant, we follow the main criteria: hygiene – homemade – eco-friendly We bring the guests to the most convenient and hygiene environment to enjoy the iconic traditional Vietnamese food

1.2 Products & services

There is a length of Pho revolution, it was found and shaped in the early 20th century The first places in Viet Nam made Pho are Ha Noi capital and Nam Dinh province where famous for this national food Regarding the origin of dish, there was a view that Pho have been originated from a Cantonese dish “Beef Noodle” Another hypothesis, Pho have come from France made by French beef stork “Pot-au-feu” combined with spices and herbs in Vietnamese cuisine In 1939, chicken pho was released because there was not any beef for sell on Monday and Friday There was not clear why this incident was occurring, but perhaps

an indispensable cause that problem because slaughter was restricted during feudalism Cows and buffalo were the main force for Vietnamese agriculture

Pho is a combination of flavours In the bowl of noodles contains 18-20 kinds of foods of animal origin and natural plants The most special thing in pho is that the ingredients are used almost in its original state and work in harmony to create a unique taste, strange, delicious, easy to digest

Although Pho is often known as a nutritious dish for breakfast, but aims to turn Pho into a dish that is not only nutritious but also extremely convenient, customers can enjoy delicious Pho at any time of the day, so my Pho restaurant is open from 06:00 to 22:00 daily There are many kinds of Pho that will give more options for the guests to choose and make

the best experience So the main material of a Pho bowl is noodle, stork and meat But there are many kinds of beef from different part of the cow We based on the demand of our customers to choose the best quality of beef to make Pho In traditional, we have Pho tái (medium beef), Pho thập cẩm (mixed beef), Pho bò viên (meat ball), Pho nạm (fully cooked) Besides traditional Pho, we also serve vegetarian Pho and American beef Pho In the drink menu, there are full kinds of drink to give our guests energy for an active day such as soft drinks, smoothies, coffee and tea

We believe our training progress for our staff will make our guests interested experience from the first step in the restaurant At the super hygiene Pho restaurant, we show our hospitality attitude by greet and welcoming the guests with our Pho passion and positive energy From experience from many years in five stars hotel, we understand and sympathy what customers need and want and try our best to give better service for our guests

1.3 Business context

1.3.1 Objective

- Follow the financial estimates in a 5-year roadmap What roadmap ?

- Although there is not much profit but no loss in the first year

- Starting from the second year, the annual revenue will increase by 5% above

- After the first year, it might not get return of investment but have to get customer awareness; we would like to become a tourist destination of District 2

- After the second year, we would like to become one of the reasons why people come to Ho Chi Minh City

- After the third year, we would create revenue and capability to build the second concept of the super hygiene Pho restaurant

Cái này đâu phải chỉ objective của finance còn những objective khác của business đâu ?

- Open space – Our restaurant is decorated to bring the fresh atmosphere

- Hygiene – We bring the safety and hygiene standard of food and environment

- Traditional Phở taste – We always find the way to make the best taste of traditional Pho

- Eco-friendly – We protect our environment by smallest activities such as logistic, cooking, serving and others

1.4 Major technologies & facilities required

To be able to operate and operate the Pho restaurant, there are many factors related to the necessary technology and facilities

Products brought to the restaurant are delicious, hot Pho bowls, so there are some indispensable items as follows:

- Electric Pho cookers: make sure the broth is always kept at the standard temperature, leaving the bowl of Pho to the hottest customers as possible;

- Ventilation, air conditioning system: Because Pho is a hot dish, while the main weather in Ho Chi Minh City is hot Diners should have a cool space to enjoy the food and conditioning blower system is extremely necessary;

- Refrigerators, freezers: Food is a perishable item, so the system of refrigerators and freezers to ensure raw materials is always a top priority;

- Counters, shelves, cupboards, dining tables, kitchen utensils: are indispensable material elements in restaurants;

- Technology: restaurant management software, cash register software, security camera, wifi system, etc

1.5 Key Value customers & stakeholder group

With the super hygienic and environmentally friendly Pho project, my target audience does not depend on demographic factors such as age, gender, occupation, education Our main target audience is analyzed based on their taste and eating preferences SUPER SAI NHE BẠN, ĐỘ TUỔI, THU NHẬP, CÔNG VIỆC SẼ CÓ EXPECTATIONS KHÁC NHAU They are the ones when choosing food that will put the factors: product quality, service quality and food safety and hygiene on top In addition, the target customers of the project are those who are always looking for convenient and healthy food

We are the new business and we aim for a long term journey Stakeholders are the most important element to give us the chance to grow up and develop Stakeholders are identified as an individual, group or organization who affect or are affected by the project Stakeholders analyse their expectation and effect to the project They support us to contribute feasible management strategy for other stakeholders easy to make decision and perform the project Besides, stakeholders may always focus on communicate with each other to understand demands and expectation, point out the problem may happen, manage the conflict

of benefit, and encourage stakeholders to participate in decision and activities of the project The satisfaction of stakeholders should be managed as achievement of the project Internal stakeholder includes Employees, Management team, Founders External stakeholder includes Suppliers, Government, Local neighbourhood, Local communities, Cooperation

Unclear key value customers

Em ơi em có đọc lại những feedback mà thầy gửi cho em trong lúc hướng dẫn không,

1 ví dụ cụ thể như ở bên dưới không ?

1.1 Objective, Mission, Core Value

1.1.1 Objectives (Unclear, Follow S.M.A.R.T to set your objectives)

- Find the way to inspire people stay hygiene and eco-friendly

- Researching traditional Vietnamese noodle recipe

- Estimate financial statement in 5 years

- In the first year, it might not get return of investment but have to get customer awareness

- From the start of second year, the revenue should be increased by 5%

- In the first year, we would like to get acknowledge from customer by marketing and

Hygiene – We bring the safety and hygiene standard of food and environment

Traditional Phở taste – We always find the way to make the best taste of traditional Pho

Eco-friendly – We protect our environment by smallest activities ( ?)

Reference on creating values: https://builtin.com/company-culture/company-core-values-examples 1.2 Business concept (why did you put it here ?)

The business concept was ( why “was” but not “is” ?) inspired by Tempus Fugit restaurant at JW Marriott Phu Quoc where I have for 4 month ? In the middle of the restaurant, there is the open kitchen The chef and Pho making machine will be shown to the guest s The wall will be decorated

by the pictures of Pho history There are plants and flower to bring fresh and clean air to create relax feeling for guests before go to work or school

Of course, we sell Vietnamese foods by Vietnamese people The concept should be much familiar to Vietnamese cultural as we can because the restaurant is located at District 2 ( need to briefly tell why District 2 ?) where has many foreigners and Koreans why selling Phở to those people but not the Vietnamese ones ? We try to make the beef stork to suitable with foreigners and Vietnamese

people taste We also serve many kind of beef meat to satisfy the guest demand At the super hygiene Pho restaurant, we follow the main criteria: hygiene – homemade – eco-friendly We bring the guests to the most convenient and safety environment to enjoy the iconic traditional

Vietnamese food (Unclear)

1.2.1 Products

There is a length of Pho revolution, it was found and shaped in the early 20 th century The first places

in Viet Nam made Pho are Ha Noi capital and Nam Dinh province where famous for this national food (source ?) Regarding the origin of dish, there was a view that Pho have been originated from a Cantonese dish “Beef Noodle” Another hypothesis, Pho have come from France made by French beef stork “Pot-au-feu” combined with spices and herbs in Vietnamese cuisine In 1939, chicken pho was released because there was not any beef for sell on Monday and Friday There was not clear why this incident was occurring, but perhaps an indispensable cause that problem because slaughter was restricted during feudalism Cows and buffalo were the main force for Vietnamese agriculture Pho is a combination of flavours In the bowl of noodles contains 18-20 kinds of foods of animal origin and natural plants The most special thing in pho is that the ingredients are used almost in its original state and work in harmony to create a unique taste, strange, delicious, easy to digest

( Liên quan gì từ việc giới thiệu phở ở trên đến việc em nhảy ngang và ngay vào đoạn này ?!) We only serve breakfast in the morning from 7:00am to 12:00pm so the menu contains only Pho and drinks but that is not all There are many kinds of Pho that will give more options for the guests to choose and make the best experience So the main material of a Pho bowl is noodle, stork and meat But there are many kinds of beef from different part of the cow We based on the demand of our customers to choose the best quality of beef to make Pho In traditional, we have Pho tái (medium beef), Pho thập cẩm (mixed beef), Pho bò viên (meat ball), Pho nạm (fully cooked) Besides

traditional Pho, we also serve vegetarian Pho and American beef Pho In the drink menu, there are full kinds of drink to give our guests energy for an active day such as soft drinks, smoothie, coffee and tea (unclear)

1.2.2 Service

We believe our training progress for our staff will make our guests interested experience from the first step in the restaurant At the super hygiene Pho restaurant, we show our hospitality attitude by greet and welcoming the guests with our Pho passion and positive energy From experience from many years in five stars hotel, we understand and sympathy what customers need and want and try our best to give better service for our guests

Em phải giới thiệu việc phở thông thường được thực hiện trước kia và bây giờ em muốn làm giống hay khác như thế nào ?

1.2.3 Location

Pho is a hot food that needs an open space for the guests to feel more comfortable while enjoy the food We chose the location around An Phu Ward in District 2 where is famous with two main food streets Song Hanh and Tran Nao We chose this location because of these following reasons:

1 District 2 is very developed area that has many offices and school s This give us

opportunities to get good amount of customer s in the market

2 There are a lot of markets around this are that supply best quality of raw material to make our products ví dụ ?

3 This is the place where many foreigners and Koreans are living They have good awareness about pollution which is a part of our concept ( liên quan gì giữa việc ăn phở và pollution?)

we give to ingredient suppliers:

 Delivery on time

 Deliver the right goods and the right quantity

 Ensuring the quality of goods is always the best

 Ensure a stable source of goods

 Notice of agricultural season

 Good deal on price

 Using environmentally friendly packaging and delivery processes

On the contrary, we will also have policies for suppliers with the aim of providing a long-term business relationship These policies include:

 Pay on time and fully

- The Chef has experience in working for 30 years

- She is expert in making Pho stork, especially in Northern recipe

- She can train the staff to set up and work in restaurant

- She has strong passion in cooking and Vietnamese cuisine

Management ( who is he ?)

- He has experience in restaurant management at least 3 years

- He has knowledge about marketing, human resources and accounting

- He is a food lovers

- He has good hospitality attitude

- He has bachelor degree of management of hospitality

1.3 Stakeholder group

We are the new business and we aim for a long term journey Stakeholders are the most important element to give us the chance to grow up and develop Stakeholders are identified as an individual, group or organization who affect or are affected by the project Stakeholders analyse their

expectation and effect to the project They support us to contribute feasible management strategy for other stakeholders easy to make decision and perform the project Besides, stakeholders may always focus on communicate with each other to understand demands and expectation, point out the problem may happen, manage the conflict of benefit, and encourage stakeholders to participate

in decision and activities of the project The satisfaction of stakeholders should be managed as achievement of the project

Em định form mối liên hệ giữa các stakeholders này như thế nào ?

Em cứ theo format, guidline và checklist thì em sẽ không rớt, em không muốn đặt điểm cao nên nhiêu đó thôi là đủ,

CHAPTER 2: ECONOMIC ENVIRONMENT 2.1 Market condition

The F&B industry in Vietnam is very developed with variety of products and services Today, eating is one of the urgent needs of human Due to the development of the economic, labour productivity increase so that people’s income and awareness are increasing The living standards of the people are being improved day by day, leading to the higher demands of the people Instead of meals at home, many people have come with family, friends, customers to restaurants to be able to enjoy special dishes and new dishes that are hard to prepare at home Customers are willing to spend large sums of money to eat delicious, strange and nutritious dishes Vietnam’s population structure is evaluated as a population (60% population is between the ages of 30-40), so the spending capacity is very large More than half of the survey participants in the whole Ho Chi Minh City (63%) and Hanoi (60%) said they had

gone to a restaurant for a week 43% of people surveyed in Ho Chi Minh City and 34% in Hanoi said they have ordered food online within the past week However, with the question

"Did you cook at home in the last 24 hours?", 75% of people living in Hanoi were asked to answer "Yes", also in Ho Chi Minh City is 67% (GoViet, 2020)

About the F&B industry in future, it is not only because of demand but also to show the position of the customers In Ho Chi Minh city, eating or can be called “nhậu” is a culture, they spend much to eat and drink, they enjoy life unlike the North, they use their money to spend on immediate needs such as clothing, tourism, beauty and especially for foods, they do not pay much attention to building houses or saving money Therefore, the development of restaurants today is the perfect combination of opportunity and timing That’s why the market for restaurants is very attractive Especially in big cities like Ho Chi Minh City Due to the increasing income and awareness of people, partly because integration and

Ho Chi Minh City is a convergence of many Eastern and Western culinary sources, Ho Chi Minh City is an attractive and vibrant market here is sprouting up restaurants with cuisine from other countries, most of which are Japanese and Korean, from traditional dishes to dishes of other countries In recent years, the consumption level of visitors has increased More and more high paying customers choose Vietnam as a destination Therefore, the standardization of catering and shopping services in Ho Chi Minh City will help businesses ensure the quality of service and create a competitive advantage in the market

Along with Korean kimchi ramen noodles, Thai spicy noodles, Japanese mushroom soba noodles, Filipino sour soup, Vietnamese beef noodles (Pho Bo Vietnam) are among the best Asian cuisines voted by Buzzfeed

According to the description of this website, Vietnamese Pho has a strong sweetness

of the broth which is carefully stewed from beef bones The main ingredient in a bowl of pho

is a chewy white noodle cake that is exposed to boiling water, then evenly arranged in a bowl, adding thinly sliced beef, fresh onions and finely chopped herbs on top and then boiling the hot broth into

Many news agencies, newspapers, magazines or leading news websites have introduced about PHO as one of the most delicious dishes of Vietnam It is difficult to list all the articles and TV reports from around the world, but diners can temporarily consult from the most famous media companies in the world such as BBC, The Guardian, The New York Times, The Telegraph, UKTV, The New York Times, Food network, AOL, SBS, iFood,

And the articles and reports of the media in Vietnam are very much because that is the pride

of Vietnamese cuisine

According to CNNGo: Vietnamese cuisine is appreciated because it is nothing too complicated Many dishes are very popular both in the luxurious restaurants as well as the street food stalls This real simplicity makes it possible for these dishes to flexibly change according to regional characteristics and the attraction from natural ingredients that make diners stop to explore and enjoy

According to the top journalists at CNN (Helen Clark and Karry Miller), PHO is the best dish and top of the list of 40 best dishes of Vietnam

Pho has always been a favorite dish of Vietnamese people from past to present Pho goes into literary works Writer Thach Lam once wrote in his book, Hanoi thirty-six streets:

“A delicious Pho must be a classic Pho, cooked with beef, clear and sweet broth, soft and crunchy bread, crunchy and crispy fatty meat Lemon chilli with onions all, fresh herbs, north pepper, drops of lemon nuggets have a sharp smell, points more sauce of giant-water-bugs, light as a doubt.”

Not only conquering Vietnamese palates, Pho is also praised by world famous politicians such as former US President Bill Clinton, former Senator John McCain

However, Pho is very easy to find in Vietnam, diners can eat Pho at any time of the day This is also why Pho is a popular dish in Vietnam

District 2 is an urban district located in the eastern part of Ho Chi Minh City, a newly urbanized district where Thu Thiem New Urban Area will be located in the near future; is a new financial and commercial center of Ho Chi Minh City

According to the 2015 Statistical Yearbook of Ho Chi Minh City Statistical Office, the population in District 2 is 147,168 After 3 years in 2018, the population of District 2 increased by 11,512 people to 168,680 people And after only one year, on 11 October 2019, the People's Committee of Ho Chi Minh City held a conference to summarize the 2019 Population and Housing Census, the population in District 2 increased by 14,000 to over 182,000 This shows that the population growth in District 2 is very large On the other hand, District 2 is gradually being urbanized with the emergence of new urban areas, so the concentrated population in this area is the young population This factor will greatly influence the decision of the business when choosing to invest in this area, especially in the field of cuisine and specifically Pho

2.2 Economic Conditions

Economic conditions are a factor that greatly affects the business performance of the business Therefore, it is essential to analyze the economic conditions of the area when planning business In the process of development and integration, Ho Chi Minh City has always been an economic, financial, commercial and service center of the country; is the nucleus of the southern key economic region, one of the three biggest economic regions in the country

Gross Domestic Product (GRDP) in the first 6 months of 2020 in Ho Chi Minh City is estimated at VND 651,607 billion (at current prices) At 2010 comparative prices, it reached VND 465,942 billion, up 1.02% over the same period In terms of economic structure in the early 6-months of 2020, based on current prices, the service and trade sector accounted for 62.6%

Revenue from catering and accommodation services in June 2020 has improved, estimated at VND 4,867 billion, up 42.3% over the previous month and down 47.7% compared to the same period last year The high increase compared to the previous month is due to the successful control of disease in Ho Chi Minh City, the people have returned to normal activities as before, the demand for food and shopping increased In addition, the stimulus policy for domestic tourism has a positive impact on the accommodation and eating group In the month, the students returned to study stably, which made the revenue of the catering service increase again

The turnover of accommodation and catering services in the early 6-months of 2020 was estimated at VND 29,486 billion, accounting for 4.8% of the total and decreasing by 47.3% over the same period last year In the first 6 months of the year, accommodation and food service industry was affected by the disease, people restrained from travelling and eating out In addition, the food and beverage industry is also affected by the Government's Decree

No 100/2019 on penalties for road users whose alcohol content exceeds the regulation

The consume price index of food and catering services increased by 0.53% over the previous month In particular, real rice increased by 0.18%, focusing on rice items increased because the Government removed export quotas from May, rice export activities returned to normal, and it is expected that rice price will slow down in the next month The foodstuff group increased by 0.95% over the previous month, in which, the rising of pork led to the increase of pork-processed products, the demand for replacing pork, so the price of beef and

poultry also increased Specifically, fresh cattle meat increased by 2.93%, fresh poultry meat increased by 0.66%, processed meat increased by 1.42%, eggs of all kinds increased by 0.26%

According to the above statistics, although the food service industry has been seriously affected by the COVID-19 pandemic, due to the effective prevention of epidemic prevention by the Ho Chi Minh City People's Committee, the economy There are signs of clear recovery However, because the disease is still complicated around the world, the recovery and growth rate will still be difficult due to the shortage of revenue from foreign tourists

2.3 Historical and future trend

Southern dishes are characterized by sweetness Sugar becomes an indispensable spice in dishes in the South While Pho is a dish originating from Hanoi, the taste of Northern dishes is less sour, less spicy, less sweet

Therefore, when Pho was introduced into Ho Chi Minh City, there were other changes, the beef in the noodle was sold in 6 types: cooked, re-cooked, encrusted, bucket, ribbed, beef ball, depending on customers' preferences

Pho in the south is served with sweet sauce (black sauce), red chilli sauce, lemon, fresh peppers, coriander, basil, bean sprouts, and thinly sliced onions Pho is usually not as clear as northern pho, but it is slightly opaque, sweeter and fatter

In 2018, the F&B market witnessed a remarkable rise in the type of food delivery along with consumer comments about the food that they are using This poses a big challenge for restaurant and restaurant owners to survive and adapt to the market The trend of enjoying food of consumers is gradually shifting and revolves around 3 factors: Convenience, nutritious food, shift from offline to online

 Convenience

If fast food was introduced into the market and caused fever around 5-7 years ago, the convenience is now redefined, instead of fast processing, canned food customers today desire convenience in the way they enjoy In other words, wherever you are, any time period, when customers' needs are met This has a more positive meaning for both consumers and restaurants The market no longer sees the passivity of restaurants waiting for customers to come and is also a potential opportunity with the current diverse food ecosystem

For Pho, customers can eat at any time of the day without having to clearly identify breakfast, lunch or dinner This is a strength in the competition of Pho in the food market

 Nutrition

The higher the quality of life, the more attention is given to the need to use clean, clear food sources, especially those with nutritional value It is not uncommon for organic vegetable shops to appear and show their influence Consumers are well aware of the need for giving their families clean food The fact that fast food restaurants are no longer in their golden age like before

According to statistics, Vietnamese consumers have a higher demand for Vietnamese food instead of fast, processed foods They know that in order to have a healthy body, they need to have a scientific diet As for restaurants, bars, customers need more than a commitment of "our food is clean"

According to expert Tessa Nguyen, beef pho is a great dish because it provides everything the body needs, from healthy carbs to protein and fat The balance between meat, vegetables and broth is the main reason this dish has health benefits

In addition to protein, beef in traditional pho also provides vitamin B, zinc and iron Depending on the type of herbs you use, you may absorb different amounts of fiber and vitamins

Beef Noodles (Pho Bo) are the great dish because it provides everything the body needs, from healthy carbs to protein and fat

Wendy Bazilian, nutritionist and author of the book Eat Clean, Stay Lean points out, the spices added to this dish also bring a lot of benefits and even noodles offer some Nutrients, including folic acid, vitamin B, potassium, magnesium and selenium

Not only nutritious, they also possess great taste that appeals to the senses of diners

In general, eating a bowl of pho is both full and bring many essential nutrients to the body

 The transition from offline to online

Ho Chi Minh City February 25, 2020 GoViet announced the results of "market survey

on consumption of Vietnam's culinary industry" The survey results show that More than 60% of people have a habit of eating in restaurants, More than half of the survey participants

in the whole city Ho Chi Minh City (63%) and Hanoi (60%) said they had gone to a restaurant for a week 43% of people surveyed in Ho Chi Minh City and 34% in Hanoi said

they have ordered food online within the past week However, with the question "Did you cook at home in the last 24 hours?", 75% of people living in Hanoi were asked to answer

"Yes", also in Ho Chi Minh City were 67%

Pho is a dish with broth and requires to be used while it is still hot, and at the same time to ensure the full flavor requires a lot of vegetables and spices This is a limitation in translating from offline to online of Pho

Pho is a famous dish of Vietnamese people, but for decades it was only known as a

"curb food" Today, people's lives are improving, the need for good food, nice clothes, comfort, food safety and brand is increasingly appreciated On the other hand, our country's market is opening for integration and has been attracting a large number of tourists to Vietnam in general and Ho Chi Minh City in particular

Pho market in Ho Chi Minh City in general and District 2 in particular is divided into

2 segments: popular Pho and luxury Pho

The difference between popular and luxury Pho is as follows:

Interested in pricing (affordable, in line with

income)

Don't care much about price (accept high price if demand is met)

Not much concerned about the quality of

service, just satisfying the minimum needs

they desire

Concerned about the quality of goods, the level of food hygiene and safety, service style

Serve the majority of the population in

society, the low-income sectors

Only target customers with high income, affordability, focus on serving foreign customers, tourists

In District 2, the popular Pho market is growing strongly, so this segment of the market has a fierce competition among competitors Popular Pho will be difficult to make a difference in the products that have been manufactured and consumed for a long time in the Vietnamese market

Therefore, knowing a part of customers who want to be better cared for, enjoying a product that can show their social status and assert themselves and promote their strengths is delicious and To ensure food hygiene and safety, the author targets the luxury Pho market

2.4 Competitors

In District 2, there are many Pho restaurants that serve many types of Pho However, our competition conditions should be selling Northern beef Pho and located on Song Hanh Street

Our restaurant is located at Song Hanh Street, District 2 There are 2 Phở restaurants

in Song Hanh Street which are Phở Hạnh and Phở 10 Phở 10 is our main competitor because Phở Hạnh only sell chicken phở The owners of Phở 10 are Phạm Trọng Nghĩa and his wife Nguyễn Thị Thu Nhàn In Phở 10, they serve all kinds of beef Phở in 100m2 dimension of restaurant The capacity is about 50 seats Phở 10 focus in North flavour beef phở The restaurant is cover with glasses and the decorations are wooden chairs and table, air condition The prices for each bowl of phở are from 40.000VNĐ to 80.000VNĐ Beside phở, they also sell beverage

Phở 10 and our concept are quite similiar, they are selling Northern beef Pho Customer segment is the same as well as the price

2.5 Suppliers

The supplies of clean food is always one of the most important factors for the restaurant and hotel business units The restaurant sets 5 criteria for choosing a clean food suppliers

 Quality standard products

Product quality must always be a vanguard

All items from vegetables to bones, meat, all products considered "clean food" must require the supplier to show proof of origin, origin, expiry date, ingredients, etc

Prestige brand of suppliers:

In addition, determining the reputation of the suppliers is also required We can easily research, verify transparency, authenticity through their customer base as well as consult with industry experts

 Supply capacity

This factor means the amount of product that suppliers can meet at the lowest and highest levels

In other words, the supply capacity depends on the seasonality of the market

Delivery schedule and supplier flexibility:

Except for unexpected unavoidable incidents, suppliers must pay the utmost attention

to the degree of time difference in delivery Because the delay will affect the whole restaurant service process

In order to have long-term cooperation and build a strong relationship, in addition to the delivery schedule, suppliers also need to be very flexible to support customers

For example, when a restaurant's warehouse unexpectedly breaks down in the freezer system or has run out of capacity, suggest depositing it at a partner's warehouse and delivering it in small batches throughout the day to ensure the restaurant still has can serve fresh food to customers

 Fast, convenient

The society is growing, so everything must be urgent and fast

In the process of researching and evaluating suppliers, the restaurant chooses the suppliers in accordance with the set criteria as follows:

 Pho Noodle

Attractive Pho is indispensable for quality noodle A delicious Pho will make the bowl of noodles more flavorful The supplier chosen is Nguyen Binh fresh noodle brand Nguyen Binh noodle cake is produced by an automated line, the powder storage stage until packaging is also automatic The main ingredients of Nguyen Binh fresh noodle brand are as follows: rice flour: 90%; water: 9%; salt: 1% and a little tapioca flour to make the noodles more elastic, chewy and tastier Pho noodle of Nguyen Binh Joint Stock Company has a clean quality, made from pure rice and no chemicals The facility was inspected and issued a certificate of "sufficient food hygiene and safety by the City Health Department" In 2006, it was honored to receive the Gold Cup "for public health"

- General Information

Company name: Nguyen Binh Production Trading Service Joint Stock Company Address: 18/23 Huynh Van Nghe street, ward 15, Tan Binh district, Ho Chi Minh city

 Beef – simmered bone

Simmered bone and beef are the two main determinants of the quality of Pho bowls The chosen supplier is Vissan Vissan has been the brand for 24 consecutive years achieving the title of High Quality Vietnamese Goods VISSAN is one of the leading enterprises in the country's food industry, specializing in the production and trading of fresh, frozen and processed meat products

- General Information

Company name: Animal Products Industry Vietnam Joint Stock Company

Address: 420 No Trang Long street, Ward 13, Binh Thanh District, Ho Chi Minh City

 Vegetable

The restaurant chose the supplier of vegetables and spices as the Da Lat Gap Store brand Dalat GAP Company is the first company in Vietnam to build and maintain an annual quality management system according to Global GAP International standards for vegetables and fruits since 2008 That is, the standard of "Agricultural practice Good Global ”(Global Good Agricultural Practice), certified by Control Union Group Being the first company in Vietnam fruit and vegetable industry to be certified as "High-tech agricultural enterprise" by the Ministry of Agriculture and Rural Development

- General Information

Company name: Dat Lat G.A.P Co., LTD

Address: 54B Nguyen Tu Luc street, ward 8, Da Lat city, Lam Dong province

 Design - construction billboards and furniture restaurant

For a long time, Pho has become a familiar dish for Vietnamese people The mild, sweet flavor always gives people a delicious and delightful feeling But to attract more diners, the interior design also affects much less Restaurant design is an important factor when trading Pho goods Investing in restaurant design is just as important as creating a quality Pho bowl Today, the restaurant - Pho restaurant is no longer just a place for people to eat and drink but it is also a place for meeting friends, family, exchanging with partners, colleagues, associated with the logo is the dominant color of Pho restaurant Colors at the shop and colors on the items (boxes, glasses, towels, menus, ) must be the same When the colors are synchronized throughout the shop, it will help the shop more professional in the eyes of customers Besides, it will be convenient to expand the branch of Pho restaurant or franchise later, customers can easily recognize the brand without confusion The restaurant has trusted

to choose the design and construction unit is Furniture 5S Furniture 5s is one of the leading interior design and construction companies in Vietnam

- General Information

Company name: 5S Architecture - Construction Joint Stock Company

Address: 292/11 Binh Loi street, ward 13, Bình Thạnh district, Ho Chi Minh City

 Marketing activities

For marketing activities including: Logo design, flyer design, brochures, pho brochures, promotion standee, and advertising campaigns on the Google search platform (Google Adwords), advertising On Facebook (Facebook Ads), the restaurant chooses Agency Marketing to help me with BISS Vietnam brand development Joint Stock Company (address at: Ha Do Centrosa Garden, 118 3 February’s Street, Ward 12, District 10, Ho Chi Minh City) Biss Brand is known as a reputable unit in consulting services, design and brand development Biss Brand was born and developed with the aim of supporting customers to affirm the brand value, increase advantages, make a brand difference for businesses

Biss Brand provides a comprehensive solution for specific branding from strategic consulting, identity system design to brand communication Up to now, Biss Brand has become a reputable name with more than 2000+ customers trusting cooperation and 6000+ projects deployed in most business fields

 Delivery

Pho is a hot dish, so choosing a reliable and fast delivery partner is an indispensable thing The trusted partner to choose as his delivery service provider is MrSpeedy The supplier allows us to track the driver's order and route anytime, anywhere The drivers are equipped with high-end heat-keeping bags, protecting goods in all weather On the other hand, suppliers are willing to sign commitments to receive goods on time and deliver on time guian commitments Moreover, the compensation policy in case of unfortunate damage to goods is relatively satisfactory At the same time, shipping costs are also affordable

Business registration with competent State agencies There are two forms of Business registration: "Individual business households" and "establishment of company"

Advantages of individual business households: quick registration procedure, simple application Business households are not required to declare tax quarterly and apply the flat tax rate that is beneficial to business people

Disadvantages: the number of employees is under 10 employees At least 10 employees must establish a company in accordance with the law Therefore, only one business can be registered for individual business households If you intend to open a store chain, you will need to change the form of business registration

Apply for a certificate of eligibility for food hygiene and safety

The restaurant has a long-term development orientation and will follow the chain of restaurants and franchising Therefore, I will set up a company with a few business industry codes as follows:

561 - 5610 Restaurant and catering services for mobile service

56101 Restaurant, diner, food shop

56109 Other mobile catering services

562 Provides catering services under irregular contracts and other catering

services

5621 - 56210 Providing catering services under irregular contracts with customers

(serving banquets, meetings, weddings, )

5629 - 56290 Other food services

563 - 5630 Services for drinks

56301 Pub, beer, bar

56309 Other beverage service

In addition, after designing the logo and brand name, I will carry out the registration

of trademarks, intellectual property rights

For restaurant businesses, Food safety is the most important factor But to prove to customers that your product is hygienic, it is not merely verbal, it must be verified by a third party, the competent authorities One of the most prestigious current food safety certifications

for restaurants is HACCP certification To achieve this certification, I will take the following steps to ensure all 4 conditions are certified

1st condition: In the process of designing, building a restaurant, especially the kitchen, processing foodstuffs to meet the requirements of hygiene and food safety, for example, designing separate areas for hand washing and eliminating coincide with staff before entering the kitchen

2nd condition: Enterprises learn and apply HACCP / ISO 22000: 2018 Develop documents and processes applying ISO 22000

3rd Condition: To be able to prove that the Enterprise has correctly applied according

to the standard requirements Enterprises need a certain period of time to operate the built system This operation usually takes a minimum of 03 months

Enterprises will have to maintain an entire record of the operation of their systems This record is proof of your application This is also evidence for the certification Organization to assess at a later stage

4th condition: Register for services and implement HACCP / ISO 22000 certification

at 01 certification organization

CHAPTER 3: MARKET SEGMENTATION AND RESEARCH

3.1 Market Analysis

3.1.1 Identify the business customers, and the expected market segment in details

In District 2, the population is more than 182.000 people The citizens in District 2 are diverse in class and career Our target customers and segment are described by this chart

Female - Female would be the main customer for

breakfast because they care more about the food

Male - Male would choose breakfirst in restaurant

with their colleague

Stage Citizen Normally live in District 2 with family

Nationality Vietnam, Other Mostly coming from Ho Chi Minh city or

other country such as Korea

Income Over 10,000,000VNĐ Willing to pay 50,000VNĐ – 80,000VNĐ for

- They do not have many bits of knowledge with food, but they love to have good meals which remind them about family meals

3.1.2 Identify and propose market research methods used to identify the market

I did the survey in Vietnamese as well as in English and was writing in a respectful way because the respondents were almost Vietnamese and Korean who are older and high class in society Although this is a paper project, I still want to seriously examine the real needs of District 2 citizen when they chose Pho as a breakfast Besides that, I did inteview with five food vloggers to pioneer more about guest experience These survey results show to

me the project's viability and, thanks to that, I will also edit the strategies to make the project more practical

Fortunately, I am also one of the residents of District 2 and I know a lot of people around here, which is a great opportunity for me to do this survey Almost people I know who are living with their family with similar characteristics to our target customer In order to manage the quality of the survey, the people who get the survey should be Vietnamese and Korean because those people are our main customer Furthermore, I also filtered unqualified answers during the survey to deliver the most objective results

Analyze the characteristics: habits, interests, cares, etc -> Sales and Marketing -> Business Strategy

To know how many of them are willing pay for eating at a restaurant and what they are expecting -> Pricing

Living place

Binh An, District 2

An Phu, District 2

Thao Dien, District 2

Define the profile of customer

Food and beverage trends in their living area -> Sales and Marketing Strategy, Business Strategy

How often do you have

Who do you usually go to

eat Pho with?

As a breakfast option, how

many times you are able to

eat Pho in a week?

More than 5 times a week

How much do you often to

spend for a bowl of Pho?

More than 30 minutes

Define the profile of customer

Restaurant seating plan Business Strategy

When you order Pho, how

long are you ready to wait?

Less than 5 minutes

Whether you choose to eat

Pho for lunch or dinner?

If Pho is chosen for lunch or

dinner, you can eat it?

Define the demand

of customer Business Strategy

Once a week

Twice a week

3-4 times a week

More than 5 times a week

Do you often order soft

drinks (ice tea, water,

coffee, smoothies .) when

How much are you willing

to pay for a refreshing

Where do you usually

consume beverage after the

breakfast?

At the restaurant

At coffee shop

Do not consume

Define the demand

of customer Sales and Marketing Strategy

online (GrabFood, Baemin,

Define the demand

of customer Business Strategy

When choosing Pho as a

breakfast, Please indicate

your importance to the

Loyalty customer promotion

Define the demand

of customer

Marketing Strategy and Business Strategy

As a customer, what are the

criteria that an ideal Pho

To define the demand of customer

Marketing Strategy and Business Strategy

restaurant should be ……?

Survey analysis

 Demographic

The survey was conducted online from 30 June to 2 July 2020, with the findings after

64 participants were filtered out

77% of the survey participants are from 18 to 34 years old in which 31.3% is from 18

to 24 years old and 45.3% is from 25 to 35 years old 15.6% are people from 35 to 44 years old and 7.8% participants are over 44 years old

70.4% of the survey participants are in stable jobs and able to pay for their own meals included 45.3% are office employees, 14.1% are CEO and directors and 9.4% are businessmen Besides that, I also choose surveyors who are house wifes and University students because those customers still have demand for my product and afford to buy

As mention, our target customer income is over 10million VNĐ/month The results of the survey shows there are more than half surveyor are our potetial customers who afford to pay for our products

The chart shows that 51.6% usually pay for a bowl of Pho is 40.000VNĐ to 50.000VNĐ However, we are selling a product with higher quality of product and service so

we do not descrease our price of product because that is not our segment 40.7% of participant usually pay over 50.000VNĐ are a part of my target customer because they not care too much about the price but the quality of Pho should be considerable value for money

Fortunately, most of people in District 2 like beef Pho which is our main product There is only 1 person over 64 participants chose chick Pho as his favorite

The importance to the criteria that affect to customer choice: (1- Completely not important, 5 – very important)

In District 2, almost our target customers are people who have high income and want

to have a good and nutrious breakfast It is not surprise that the results of the survey are the same what I expected

As we can see, 82.8% paricipant agree that the quality of Pho is very inportant to decide everything Even the price, location, popularity, promotion is nothing if Pho taste is not good as our customer want to eat

Besides that, breakfast is very important for a long working day It should be nutrious, clean and positive in the mouth So there are 84.4% of participants want to enjoy their breakfast in a hygiene place People will feel more delicious when eating in a clean place Furthermore, staff attitude is what we want to invest more in this criterion because this is our strength that the competiors do not have

The result shows that promotion is not very necessary I will not apply any promotion

in my restaurant to show that we always want to bring the most quality of Pho with the most valuable price

There are a part of the surveyor comments which is the evidence to show the most 3 things for a ideal Pho restaurant are: Quality of Pho, Hygiene and Quality of Service

If I have to rank these criteria as important, I would like to give you the following: environment, society, and profit

3.2.1 Environment

The first thing we are concerned about here is the environment We've suffered a lot

of environmental pollution impacts in recent years To avoid this effect from generation to generation, we have to start from today, from the smallest actions

The first thing we do is reduce the use of disposable plastic, or cut it off completely All tableware is made of eco-friendly materials like ceramics, porcelain, glass, wood, acetate, etc

In addition, during processing, we will work with the kitchen team to compost organic fertilizers from waste products, and customer residues They will deliver this compost to the garden in the back of restaurant to grow vegetable

We are also going to work with the staff on this ideology of zero waste Over time the entire restaurant will be researched and built from sustainable long-term materials Equipment will also be bought from the best brands in the restaurant to reduce the depreciation costs

3.2.2 Society

The most important thing at our restaurant is food To cook decent meals we use clean and fresh ingredients as much as possible We choose Pho which is a traditional Vietnamese dish, because these are the things that have raised us daily My grandfather and my mom have worked a lot in the environment of Western cuisine, we recognize that we know the most about Vietnamese cuisine What I find most memorable when I was in Australia for 3 years is the meals my mother was taking care of We cook at our restaurant just like we do for our family member: no dirty food, no industrial products, no flavorings, and no additives All of this begins with the most primitive materials

Further expanding our vision, we wish to affirm Pho's appetite Inherently healthy, Vietnamese cuisine is a balanced combination of taste, yin, yang and texture So we want to raise people's awareness of Vietnamese cuisine's perfection

This is what we dedicate most to working at our restaurant

Work productivity is all we are looking for when recruiting staff Productivity of employees is also important in our restaurant but above all hard work and learning Experience or knowledge are all things that can be learnt if you want to learn, observe, and be proactive What's more, employee attitude is something we care most about It shows by the