Tiếng anh du lịch Marketing plan for Hanoi food tour ẩm thực phố cổ

Tiểu luận cuối kì final assignment điểm cao cho môn Tiếng anh du lich (English tourism) trường Đại học Ngoại ngữ . Nội dung bài tiểu luận bao gồm giới thiệu chung về tình hình du lịch, SWOT analysis, sample tour, ....

VIETNAM NATIONAL UNIVERSITY University of Languages and International Studies

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-ENGLISH FOR TOURISM FINAL ASSIGNMENT HANOI OLD QUARTER STREET FOOD TOUR -MARKETING PLAN

Ha Noi – 2019

Table of Contents

I INTRODUCTION 3

II MARKETING OBJECTIVES 3

III SITUATION ANALYZING (SWOT ANALYZING) 4

IV TARGET MARKETS 15

V STRATEGIES 17

1 Product: 17

2 Promotion: 17

3 Price: 20

4 Place: 24

VI TRACKING AND EVALUATION 24

1 Tracking: 24

2 Evaluation: 25

I INTRODUCTION

Hanoi Street Food Tour was created on April 2019 to provide cuisine adventure travel packages with accommodations, street food, local history and culture to clients

An opportunity exists for several reasons that we have mentioned in the SWOT part

Virtually all companies that provide street food tour activities appeal to a lower income client Companies that appeal to a wealthier clientele generally provide gourmet food or luxury restaurants package Street food tour involve more local stories and experiences It carries a higher level of knowledge about a culture than a normal luxury cuisine tour

The company's target customers are average to high income and interested in exploring street food, history and culture of Hanoi Old Quarter There is rapid growth in the market and increasing demand In addition, more niche markets are evolving Initially, it will be difficult to compete with experienced providers, especially the market leaders However, our target market

is an exploitable niche and our service is differentiated Our target market members will have similar activity interests, more disposable income and less sensitivity to price

We will provide a high-quality service with affordable price and prestige value Our prices will be in reach for the majority of travelers Service will be priced based upon other competitor prices and the value added of our offering We are competitively priced in the luxury market Because we appeal to high market and thus a smaller market, volume will be limited However,

we will be able to capture a higher gross profit margin

II MARKETING OBJECTIVES

- Maintain positive, steady growth each quarter

- Experience a growth in new customers who are turned into long-term customers

- To be recognized as the premier high-end Hanoi Old Quarter street food trip provider

III SITUATION ANALYZING (SWOT ANALYZING)

1 Strengths

a Cuisine

- Hanoi Old Quarter cuisine is very diverse

It has the appearance of sweet, sour dish and drink Some delicious dishes here are eggcoffee, Hanoi grilled fish, Hanoi dried beef salad, draft beer, Hanoi roll cake, Obama dish and

so on

Picture 1 Pho Hanoi

-Many

been

popular and famous to the foreigners

Hanoi cuisine has been honored by many prestigious domestic and internationalorganizations such as the Asian Record Organization; Lonely Planet travel magazine whichranks Hanoi's food street in the top 10 of the world's most attractive food tourism destinations;Vietnam Record Council which records some Hanoi dishes and fruits (La Vong fish roll, rolls ofThanh Tri, Huong Son dream, Canh orange, and Com Than rice cake, O mai Hang Duong) inthe Journey Top Vietnamese specialties for the first time - 2012

- The dishes have a long history of development, bearing a strong cultural identity

Many stores are passed down from generations, so the food has a history of decades Behindeach dish, each recipe is a meaningful story, the hardship of the subsidy period to the era of

Picture 3 Bun cha Picture 4 Egg coffee

modern innovation - this is the highlight of this tour Because tourists will quickly feel bored ifthey just only enjoy the food When food tourism is mixed with cultural and historical tourism,they will be interested.

Regarding pho – the national dish of Vietnam, there are many theories about the origin of it.

Some people say that it is brought to the South of Vietnam by French; some indicate that it iscreated by the Northern people with the beginning in Hanoi But one of the most famous theory

is that pho is a Vietnamese adaptation of the French pot au feu, originating from the North.

“Hanoi has always been the center of political power in colonial Vietnam, with only a fewshort interruptions The city has always been the seat of Vietnamese kings and emperors since

1010, except during the rule of the Nguyen dynasty, when the capital was moved to Hue Whenthe French conquered Vietnam and established the colony, they called the French Indochina,they made Hanoi their capital city

The French brought pot au feu to Vietnam and introduced the idea of slaughtering cows forfood to the Vietnamese of the north The northern regions of Vietnam are not as rich as those inthe south, and food scarcity may have been a way of life in a northern Vietnamese household.The northern Vietnamese get their food where they can find it, and they learned to take the beefparts and bones that their French conquerors did not want for their table It is widely believed

that this is how pho of the north, called pho bac, came to be Even today, Northern Vietnamese and pho purists consider pho bac the true pho.”

- Many dishes reach the excellent balance of ingredient, then they are good for health,having a unique character Besides, Hanoi weather has 4 seasons and each season has its typicalfood.

Hanoi is known as the home of the best cuisine of the Red River Delta Many dishes thatoriginated in the surrounding areas, imported and gradually changed in the style of gourmet,exquisite cuisine of Ha Thanh people but into "delicious pieces of Hanoi" Each dish has its ownflavor and beauty, depending on the season of the year

b Stores system

- There are restaurants in every corner of Hanoi Old Quarter Their types are very variedwith luxury restaurants, street shops (such as Ta Hien street) Thanks to this factor, the managercan build many types of tour satisfying the various requirements of tourists

Picture 5 Ta Hien street at night

- The waiters and sellers are always friendly (vendor stores), well-trained (luxuryrestaurants) Local people - Hanoians - are said to be friendly and hospitable Tourists can feelthe warm welcoming of local people when set foot in a restaurants or local stores.

- Many stores have conditions to build cooking classes, creating opportunities for tourists toexperience

c Other factors

- There are many nearby tourist destinations to create a comprehensive tour Hanoi isactually over 1000 years old so the wealth of history here is mind-boggling: temples, ancientcitadels, unique theatre, and stunning wilderness just outside the city all offer fun-filled days inVietnam’s capital

Picture 7 The Big Church Picture 6 The Old Street

- The transport system is convenient for moving The quality of roads is being improvedwith a variety of vehicles such as motorbike, rickshaw, electric car and bus These means oftransport are mostly managed by companies, hence the tour agencies can rent them in order toserve the tourists stably Furthermore, the price for each kind of vehicle is different so they canfit with tourists’ financial condition Rickshaw and electric car are ideal means of transport fortourist to go around and learn about Hanoians’ life

- The weather is usually nice and stable Hanoi is in the north of Vietnam with the climate isdivided into 4 distinct seasons per year; therefore, tourists will be able to choose the appropriateweather The weather of each season is not too harsh, the temperature amplitude betweenseasons is not too large, so tourists will not feel too difficult to adapt

- Besides, Hanoi is the location of a lot of universities and colleges, with a huge number ofexcellent language skills students who can act as a part-time tour guide

- The costs are likely to be expensive Hanoi is the capital of Vietnam, a densely populatedarea, so the price of goods in here is more expensive than the surrounding areas Especially fortourists, many restaurants and services have the phenomenon of raising the price many timeshigher.

- At peak hours, Hanoi is often suffered from traffic jams, especially in the old quarter Thismakes tourists find annoyed while visiting Hanoi attractions and enjoying street food

3 Opportunities

- Hanoi is one of ideal cities for international events which draw attention of numeroustourists to Hanoi and arouse curiosity of people who had never been to Hanoi before Recently,DPRK-USA Hanoi summit, which was held on February 2019, attracted a lot of attention fromthe media About 3000 foreign correspondents went to Hanoi in this summit and they werereally impressed when they had chance to try local dishes such as pho, bun thang, egg coffee,

as well as being welcomed warmly and friendly

Picture 11 Traffic jam in Hanoi

- The facilities for the tourism industry are constantly invested in Hanoi, especially thesystem of hotels, restaurants, high-class accommodation facilities, traditional and moderncultural and artistic works, big theaters and museums …

Picture 12 DPRK-USA Hanoi summit

Picture 13 Hotel Metropole Hanoi

- Hanoi has always been voted as the top attractive destination by tourists and readers ofprestigious travel magazines in Asia and one of 10 emerging tourist destinations in the world.These evaluations once again affirm that Hanoi is a safe, friendly, and attractive city.

- The Vietnamese cuisine was recognized by many celebrated chefs such as Gordon Ramsayand Anthony Bourdain Thanks to the reality shows of these talented chefs, foreigners will find

it worthy of visiting Hanoi as they see the charm of Vietnamese dishes

Picture 14 Chef Anthony Bourdain in Vietnam

4 Threats

- Hanoi only focuses on exploitation based on the available natural elements, has notinvested much, and has not been chained into attractive tours that can help tourists stay longer

- On the other hand, Hanoi has not really built a friendly tourism environment, while thereare still environmental phenomena Waste treatment and plastic bag use, disposable plasticproducts are taking place very often, especially in food consumption International visitors -those who are aware of the dangers of the above problem may turn away, not choosing Hanoi asthe destination

- Urbanization is developing in Hanoi, so there is a threat of losing its ancient features.Vietnam has excellent resources, excellent location but the infrastructure does not meet thedemand Tourism strategies should not place the number of visitors as growth targets but shouldemphasize quality, how to increase the contribution rate to GDP, combining tourism withenvironmental protection and management

- Food hygiene issues in Hanoi are difficult to be guaranteed With a large population, themajority of residential land, the area of land for cultivation and husbandry is not much, so most

of the food used in the city is imported from other places With the current limited marketmanagement force, it is extremely difficult to regularly check, inspect restaurants, consider thefood they use to ensure food hygiene

Picture 15 Waste is thrown indiscriminately on the road

IV TARGET MARKETS

The concept of target markets is one of the most basic, yet most important aspects ofmarketing There is no such thing as the “general public” It is unrealistic to think that you canattract everyone This tour target consumers are identified by four factors

Target consumers

Nationality

Age

Income

Travel experience

Picture 16 Food hygiene problem

The first factor is nationality We want to focus on foreigners, mostly Westerners Because

of the differences in processing, combining ingredients, eating and traditional elements, thestories behind each dish will be an extremely attractive factor to them In particular, our tour isalso combined with visiting some cultural relics, so the opposition and novelty are also created.The next factor is age The age range of tourists is from 18 to 30 years old This is the mostsuitable age for this kind of tour, because these ages are likely to go far and explore while theolder want to be rest with ecotourism or culture tourism and the younger will go with theirparents They also and average income

The third factor is income The tourists should have average income to join in our tour Thecost for our tour is nearly one and a half million Vietnam dong (about seventy dollars), but theplane ticket is not included Since they come from the West, the ticket to travel to Vietnam isquite high, so they should have average income to afford

Last but not least, travel experience is the final factor Our main customers probably shouldhave travelled to Vietnam only one or two times, because Hanoi is a familiar place when touristscome to Vietnam Vietnamese foods in each region have difference taste, such as the Northerncuisine is mild, a bit spicy and colorful while the food in the Central Vietnam tend to be sweetand spicy and the Southern people keen on sour flavour; but in general, they are cooked in thesame basic processing Therefore, if tourists had come to Vietnam a few times before, theywould not interest in the tour

Our tour is provided for five to six tourists per tour It means that tourists can either walkalone or go with their family members In case they come alone, we will group tourists together

based on common points from personal information that customers provide when registeringtours such as nationality, interests.

V STRATEGIES

1 Product:

The product is the street food of Hanoi and the related activity – attending a cooking class The aim of this tour is to help tourists discover the traditional Vietnamese cuisine through specialties such as phở, bún chả, chả cá, etc The high light of this tour is the cooking class Customers will have the opportunity to try the most famous dishes in the most well-known localrestaurants In addition, the cooking class will provide customers with a detailed understanding

of making a Vietnamese dish They will go to the local market to buy the fresh ingredients and learn how to cook them properly At the end of the lesson, foreigners can cook the dish on their own

II.2 Publish Dynamic Content:

- Dynamic content refers to content that is meaningful and provides value to the readers

- Publish articles about your food tour that are relevant and knowledgeable This is a great way to keep readers engaged, increase traffic to your site, and increase your credibility as a company

- Action Step: Research and truly try to understand your food tour niche so that you can write dynamic content

2.3 Get Familiar With SEO

- SEO = search engine optimization This is the key to having high ranking articles on search engines such as Google Make sure to mention the, country, city, neighborhood, and zip code in your article to make finding your food tour easy

- Action Step: Use tools like Google AdWords to find out the keywords that you should be using in your articles

Picture 18 Google AdWords

2.4 Try Promotional Activities Contests: