ORGANIZATIONAL DESCRIPTION
Over Look
Pho Hien Hotel, a historic establishment with a rich legacy, has been evolving since its inception In 2001, the hotel expanded its services by introducing a restaurant system, although the initial size and area of the dining facilities were somewhat limited This often resulted in inadequate space for hosting conferences and large-scale events.
Since its establishment in 2007, the restaurant has significantly expanded, now accommodating up to 250 guests Ideally located in the city center, it offers a beautiful ambiance and excellent service, making it a top dining destination for patrons.
Mission
With a quick, professional, friendly, and clean facility, Pho Hien restaurant commits to bring customers the satisfaction after stress and hours of work
Scope of work
The restaurant specializes in providing services and organizing banquets: parties, birthdays, weddings.
The restaurant always creates an environment, an organization, a service professionally.
The restaurant creates favorable conditions, strict management, completes the outline plan.
The restaurant implements the working mode, applies the appropriate form of labor to improve the lives and incomes of workers and employees of the company.
The restaurant foster and improves education level and professional for staff and employees.
The restaurant implements tax obligations to The State.
The restaurant protects the company, protect the environment, and preserve social order and security.
SWOT analysis
Table 1.1 The SWOT analysis of Pho Hien restaurant
W1: Ineffective IT system W2: Simple Organization Structure
Pho Hien restaurant, a prominent subsidiary of Pho Hien Travel and Hotel Corporations Joint Stock, is a leading establishment in Hung Yen province As one of the earliest major restaurants in the area, it has garnered extensive experience in the restaurant industry, establishing a trusted and well-known brand among locals and visitors alike.
One of the key elements of exceptional restaurant service is having a skilled and dedicated staff At Pho Hien restaurant, the focus extends beyond competitive pricing and brand reputation; they prioritize customer satisfaction and aim to foster strong relationships with their patrons The majority of Pho Hien’s employees possess extensive experience and professional expertise in the restaurant industry New hires undergo thorough training to understand their roles and responsibilities clearly With well-defined job descriptions, Pho Hien ensures that each team member knows their duties, ultimately delivering outstanding service to customers.
Table 1.2 Table of staffing statistic
Pho Hien restaurant boasts a dedicated team of 17 long-serving employees, all hailing from Hung Yen province Their shared background fosters a strong connection with customers, enhancing the dining experience At Pho Hien, the emphasis is on the quality of work rather than formal qualifications.
The restaurant boasts impressive facilities, featuring an expansive area of approximately 800m² and a spacious 200m² parking lot, conveniently situated at a crossroads with two prominent facades Recently repainted in elegant white and yellow hues, the restaurant exudes a modern and luxurious ambiance The updated furnishings, including stylish tables and chairs, complement the sophisticated atmosphere, enhanced by a well-designed lighting system with four large chandeliers and numerous bulbs predominantly in warm yellow and white tones Additionally, the large banquet room is equipped with four air conditioning units, ensuring comfort for guests This significant investment in infrastructure not only elevates the restaurant's image but also promises to attract a larger clientele.
Pho Hien restaurant currently lacks an official website and social media presence, hindering its ability to promote itself and gather customer feedback online Despite the restaurant's ongoing success, its management has not prioritized developing an online platform, leaving customers unable to access essential information and promotions without visiting in person or making a phone call.
Pho Hien restaurant operates with a simple organizational structure where one employee in the business department handles multiple responsibilities, leading to low work efficiency This single employee manages staff, interacts with partners and customers, and seeks external collaborations, which creates challenges in customer service With business staff not present at the restaurant, other employees struggle to provide detailed information about contracts and services, often only offering general insights As customers seek quick resolutions, their dissatisfaction may lead them to choose competing restaurants.
The restaurant's limited size necessitates cost-saving measures, leading to staff, including waiters and security personnel, needing to manage hygiene concerns like cleaning the restaurant and parking lot This inconsistency in responsibilities can create frustration among employees.
Pho Hien restaurant boasts a prime location near universities, factories, and densely populated areas, attracting a large customer base Its proximity to scenic and historic sites like Ban Nguyet Lake, Tran Temple, and Chuong Pagoda enhances its appeal With two spacious facades that offer an airy atmosphere and excellent visibility, Pho Hien is well-positioned to leverage its strengths for significant growth and development potential.
Hung Yen city, known for its vibrant festivals like the Mau Temple festival and Pho Hien folk festival, is actively promoting tourism to showcase its rich culture and heritage to both local and international visitors This focus on tourism not only stabilizes the travel industry but also fosters the growth of catering services, meeting the diverse dietary needs of the increasing number of tourists.
Hung Yen city has experienced significant economic growth, with an average annual increase of 17.68% since 2005, as reported by the city's portal The per capita income stands at 20 million VND annually, reflecting the city's youthful and dynamic character This rapid development has led to a heightened demand for diverse dietary needs among its residents.
The city's rapid growth has led to increased competition in the catering industry, with a surge in new cafes and diners Notable restaurants like Son Nam and Hung Thai have emerged, intensifying the rivalry among eateries and contributing to a vibrant culinary landscape.
T2_ Recession: Currently, the economy is growing slowly; prices are rising; everything is expensive These factors will limit the need for people to eat at the restaurant.
In today's fast-paced world, people seek quick meal options that fit their busy lifestyles Substitute products like fast food, chicken rice, and noodle soup from small restaurants have become popular alternatives for dining out in the city, offering convenience and flavor for those on the go.
Department’s functions
• Director is person who have the highest responsible for all the company's activities.
• Director has power to decide and direct the work of finance, budget revenues and expenditures.
• Director signs the economic contract directly and investment business methods.
• Director and deputy director combined to make business plans, objectives and strategies.
• Deputy Director can executive all job on behalf of Director when Director absent or work far away.
• Deputy Director has the task that advices to the director in all matters relate to the existence and development of the company.
The Deputy Director oversees the restaurant's operations and serves as the primary liaison with external entities, including government agencies, to efficiently manage daily administrative tasks.
The Culinary Department consists of two Head Chefs, three cook helpers, and one dishwasher, working collaboratively to prepare and serve dishes directly to customers based on their orders This department is also responsible for managing inventory, maintaining an accurate inventory list, and creating purchasing lists to report to the restaurant manager.
The accounting department is responsible for specialized tasks such as calculating wages, managing invoices, and maintaining accounting records, ensuring accurate budget management and financial activities within the restaurant This department meticulously records all company transactions, calculates tax obligations in compliance with legal standards, and collaborates with the business department for effective financial distribution Additionally, it provides timely and accurate reports on the utilization of company capital The frontline worker department consists of a team that includes four reception staff, seven waiters, four security guards, one cashier, and one manager, all contributing to the restaurant's operational success.
Reception Staff: has responsible for welcoming the customer; receiving the request from customer and report back to management.
Waiter: carrying food from the kitchen to the banquet table for customers,arranging the banquet table, serving customer requirements.
Key personnel in a restaurant's front-of-house operations include security guards, who ensure the safety and security of the establishment and provide assistance with customer vehicles, and managers, who oversee all front-line staff activities, assign tasks, and coordinate staff positions during events and parties.
Cashier: calculating, collecting cash and checks on bills that customers paid.
Business staff play a crucial role in managing partner relationships and customer interactions while representing the restaurant They are also responsible for coordinating with the kitchen to compile a list of products needed from suppliers Additionally, this staff continuously researches the food products market to compare options and secure the best supplies for the restaurant.
To ensure the success of a restaurant, business staff must conduct thorough market analysis to identify both direct and indirect competitors, comparing the restaurant's strengths and weaknesses against them It is essential to implement strategies to attract customers and develop effective management and promotional tactics Additionally, preparing advertising materials and solutions for potential operational issues is crucial, along with creating introductory programs for customers Regular reporting on market research results to the deputy director and consistently gathering visitor feedback on business management and service quality will further enhance the restaurant's performance.
LITERATURE REVIEW
Overview on marketing
Marketing is the essential process of conveying the value of a product or service to customers to drive sales, serving as a vital function for attracting and retaining clientele It acts as a bridge between societal needs and economic responses, fulfilling consumer demands through exchanges and fostering long-term relationships By positioning products effectively, marketing encompasses the organizational functions and processes involved in creating, delivering, and communicating value while managing customer relationships to benefit both the organization and its stakeholders Additionally, marketing employs market analysis and segmentation to identify target markets, understand consumer behavior, and deliver superior customer value.
The role of marketing in restaurants
Marketing takes part in handling basic matters of restaurant activities.
Following (Jim Riley, 2012) like other businesses, restaurants must choose and deal with basic matters of restaurant business activities.
To effectively determine the service products a restaurant should offer, it is essential to analyze market trends and consumer behavior The marketing department plays a crucial role in this process by gathering relevant market data, studying how customers select restaurants, and understanding the needs and preferences of both individual and corporate clients This comprehensive analysis helps identify shifts in customer tendencies and evaluates competing hospitality products, ensuring the restaurant can tailor its offerings to meet market demands.
• Organizing the process of providing service products well.
• Harmoniously handling the relationship of benefits between customers, staff and restaurant manager.
Marketing becomes a link between restaurants and the market (Dave Samuels,n.d)
• Marketing helps the restaurant manager be aware of market elements, customer needs, service products and their variations.
• Marketing helps the restaurant manager combine and orient the activities of all sections and staff toward better satisfaction of customer needs (Dave Samuels,n.d)
Marketing contributes to creating the competitive position of the restaurant:
Based on (Kimberly Amadeo, n.d) in order to create the competitive position, the marketing section of a restaurant usually focuses on three major issues:
• Creating the unique feature of service products This offers the advantage of differentiation.
• Making customers aware of the importance of differentiation and its advantage for them by launching propaganda and ad campaigns.
Effective marketing emphasizes and sustains a restaurant's unique differentiation, which is crucial for strengthening its competitive edge in the market.
Definition of marketing strategy
A marketing strategy is a systematic approach that enables organizations to focus their resources on the best opportunities to boost sales and secure a lasting competitive edge It encompasses essential and long-term marketing activities, including the analysis of a company's initial strategic position, as well as the formulation, evaluation, and selection of market-oriented strategies that align with the company's goals and marketing objectives.
In the restaurant business, a marketing mix strategy is essential for establishing relationships with the market, customers, and competitors This strategy encompasses targeted market approaches, marketing mix elements, and budget considerations Essentially, marketing mix strategies are a coordinated set of controllable marketing variables that a company can effectively utilize to position its products and services within a specific market segment for competitive advantage (Neil Borden, 1953).
To effectively manage its marketing strategy, a company must tailor its approach to each target market segment by implementing the "Seven P Formula"—product, price, place, promotion, people, physical environment, and process This adaptation allows for the development of targeted marketing mix strategies that align with the specific needs and circumstances of each market Additionally, it is crucial for the company to evaluate and allocate a budget for these marketing mix strategies to ensure their successful execution.
Market segmentation is the process of dividing a larger market into smaller, distinct segments based on specific parameters, characteristics, and behaviors, while ensuring that each segment remains homogeneous in its content (Leigh Richards, n.d) This approach allows businesses to tailor their marketing mix to effectively target these segments, ultimately enhancing customer satisfaction and maximizing market potential (MC Carthy, n.d) Although market segmentation itself does not follow a trend, it is essential for analyzing customer subsets and improving a company's marketing efficiency To successfully identify and select a key market segment, it is crucial to consider four core requirements as outlined by Alexander Hiam and Charles D Schewe in The Portable MBA in Marketing.
Effective market segmentation begins with clearly defining selection criteria that align with the segmentation objectives It is essential to accurately differentiate between segments while ensuring homogeneous characteristics within each segment Market segments should be evaluated using specific metrics, and the target market segment must be sufficiently large to meet the operational goals of the business.
• Second, the accessibility: the core of market segmentation is to select and reach certain groups of customers Therefore, market segments are sure to reach and serve them.
The feasibility of market segments is crucial for aligning subsets of customers with a business's marketing objectives and ensuring the long-term stability of these targeted segments It encompasses the ability to effectively implement a cohesive marketing mix across products, distribution, communication, and promotional channels.
The effectiveness of feasibility in marketing relies on selecting target segments that enhance marketing outcomes, leveraging collective strengths and competitive advantages over rivals Investments in the marketing mix for these segments should be balanced and profitable, laying the groundwork for maximizing business productivity and expanding both market share and competitive positioning To meet these objectives, choosing appropriate market segmentation criteria is crucial While there are various criteria available, restaurants typically focus on specific common factors to guide their segmentation strategy.
• Geographical and demographic market segmentation.
Market segmentation offers businesses opportunities within various segments After assessing their strengths and weaknesses in each segment, companies must determine the number and type of segments to target, a process known as key market selection To effectively engage the market, businesses can choose from three strategic approaches, as outlined in the principles of marketing.
Figure 2.1 Segmentation targeting strategy A: Undifferentiating marketing
To effectively enter a market, an enterprise must strategically choose its positioning within the market segment As outlined by Kotler & Armstrong in their 2009 Principles of Marketing, positioning involves establishing a product's unique and appealing place in the minds of target consumers compared to competitors Positioning is crucial as it differentiates a product or brand, encouraging consumers to choose it, even at a higher price Successful product positioning not only highlights the unique benefits of the offering but also facilitates customer decision-making, enabling businesses to identify market opportunities more clearly.
To establish a unique market position, marketers must first identify customer value differences that create competitive advantages Companies can enhance customer value by either offering lower prices than competitors or providing additional benefits that justify higher prices After determining the desired position, it is crucial for the company to effectively deliver and communicate this position to its target audience.
The marketing mix encompasses the controllable marketing tools essential for achieving desired responses in the target market, including product, price, place, and promotion for tangible goods For services, which are intangible, the mix expands to include three additional elements: people, physical evidence, and processes, reflecting the unique characteristics of services compared to tangible products (Kotler & Armstrong, 2009)
(Source: http://marketingmix.co.uk/)
In marketing, products are linked to fulfilling customer needs, necessitating an examination of both their physical and non-physical attributes Restaurant offerings are categorized as service products, encompassing both tangible and intangible qualities Beyond the typical characteristics of ordinary goods, restaurant products also include unique features that enhance the overall dining experience for customers.
The heterogeneity of restaurant products show restaurant products are usually created from different customer needs.
Restaurant products are unique as they cannot be physically measured or tested by customers before purchase, making them inherently invisible compared to other tangible goods.
The inseparability of restaurant products from origin shows that the production, delivery and consumption happen simultaneously.
The perishable feature of restaurant products shows that it is impossible or difficult to save them.
Customers do not gain ownership of restaurant products simply by receiving or using them; instead, they are merely paying for the right to utilize these products during their dining experience.
Customers prioritize the values and specific benefits that service products offer rather than the goods or services themselves Service products can be categorized into four distinct levels.
METHODOLOGY
Data Collection
There are two types of data, which the authors must collect namely primary data and secondary data.
The authors prioritized gathering secondary data before primary information due to its easy accessibility, cost-effectiveness, and quick availability, as the information has already been processed For their research, they utilized various resources, including academic textbooks, news articles, and online information, to conduct their analysis.
The authors aim to explore existing knowledge about the capstone subject, recognizing that some research questions may have already been addressed by others To gather secondary data, the literature review is the initial step, allowing the authors to identify relevant marketing theories and tools from the marketing mix to evaluate a Pho Hien restaurant effectively.
The authors selected a survey as their primary data collection method, targeting a sample of 80 customers from Pho Hien restaurant to assess their satisfaction and opinions The survey results will be quantified and analyzed using software such as Excel, with findings presented in the form of tables, charts, and smart arts to effectively communicate the data.
The authors conducted interviews with the business staff to gain insights into their roles, receiving valuable support from the director, who oversees all departmental activities within the restaurant The director provided essential information and addressed all inquiries, facilitating a comprehensive understanding of the operations.
Data Analysis
This research provides a concise overview of the methodologies employed, focusing on data mining as a key analytical technique tailored to the business context The authors utilized Excel for data analysis, collecting insights from a survey conducted at Pho Hien restaurant The data variables were systematically gathered and analyzed using Excel, resulting in numerical representations such as scores, frequencies, and percentages Additionally, Excel facilitated the creation of tables and charts, which were instrumental in summarizing the findings and addressing the research questions effectively.
ANALYSIS & FINDINGS
Marketing objectives and policies for the future of Pho Hien restaurant
The future goal is to continuously expand the customer market and enhance the operational systems and technical infrastructure of the restaurant business, focusing on customer relationships, suppliers, and partners To achieve this, restaurants must invest in adequate facilities, improve staff quality, and offer more training courses to enhance employee skills.
Pho Hien restaurant operates under the guiding principles of productivity, quality, and efficiency, fostering unity and synergy within the organization This commitment enables the team to effectively accomplish their tasks and aims to strengthen Pho Hien's position in the competitive catering industry.
Pho Hien restaurant is implementing marketing policies in order to maintain and improve the restaurant revenue in the future.
Segmentation, Targeting and Positioning
Pho Hien restaurant strategically segments its market using demographic factors to cater to diverse customer needs and behaviors The primary target includes individual office workers residing in the city, followed by households with average to above-average incomes seeking quality dining experiences Additionally, the restaurant attracts companies and organizations that frequently host events such as celebrations and parties Lastly, the customer demographic spans individuals aged 18 to 60, all of whom are in the working age group Furthermore, Pho Hien also focuses on product offerings for customers looking to enjoy lunch or dinner, as well as those interested in organizing events.
Pho Hien specializes in catering to organizations and companies, providing exceptional service for events, meetings, and celebrations These clients seek a professional restaurant that offers delicious cuisine, an inviting atmosphere, and competitive pricing With years of experience in the industry, Pho Hien has established strong, long-term relationships with numerous organizations throughout the city.
Currently the city has many restaurants, but only three restaurants below are the famous food address with good product and service.
Brand Characteristic Pho Hien restaurant compare with competitor
It is a part of Son Nam Plaza.
The space of the restaurant is very large, and the style is modern.
Customers are people with high incomes
The restaurant specializes in serving conference, banquet.
The menu includes expensive and luxury dishes.
Customers are people with moderate incomes
The restaurant specializes in serving the family dinner, party.
The menu includes popular dishes.
Customers are people with moderate incomes
The menu includes normal dishes of Vietnam
Pho Hien restaurant has more famous brand than Hung Thai restaurant.
The space is large, comfortable
The menu has many dishes that delicious and beautiful
Son Nam restaurant is known for its high prices and luxurious atmosphere, which may not be affordable for the average local income In contrast, Hung Thai restaurant suffers from a small and cramped environment Pho Hien restaurant strikes a balance by offering reasonable prices while attracting a steady stream of customers Dining out provides an opportunity for socializing and networking in a lively setting, catering to individuals with low to moderate incomes who seek enjoyment and a break from home.
Pho Hien restaurant has a great brand that many people know Strong positioning is pre-emptive and the strongest defense to against competition.
Product: Pho Hien restaurant do the business with Vietnam food, familiar with the people The product will also be developed to enhance presentation, everything will be aesthetically pleasing.
Customer service is our top priority, with all employees dedicated to providing a delightful dining experience To ensure excellence, every staff member will undergo comprehensive training.
Survey Result Analysis
The survey, comprising 17 questions, evaluates various aspects of the restaurant experience, including food quality, staff performance, and ambiance Conducted directly with customers post-meal, the survey spans approximately one week and includes responses from over 80 participants across different age groups Despite some refusals to participate, the survey's limited scope is deemed appropriate for a typical restaurant setting Its primary objective is to gather valuable feedback on customer satisfaction and appreciation.
About smell of restaurant food, according to the chart the majority of customers rated restaurant dishes are at the moderate level There are still people rated not good.
Customer surveys for restaurant staff:
About the politeness of staff, 55% is very good, 20% is extremely good.
The responsiveness of staff is rated moderately good by 50% of customers, while 35% find it very good In terms of friendliness, 45% of patrons consider the staff moderately friendly; however, 40% express slight dissatisfaction, primarily due to concerns regarding the appearance of some staff members' hair.
Figure 4.4 Convenience of restaurant location
1 2 3 4 5 level 0 10 32 32 6 nu m be r o f pe op le
Many customers have found Pho Hien restaurant easy to locate; however, those residing farther away face challenges due to unfamiliarity with the area To draw in more patrons from distant locations, the restaurant should prioritize enhancing its accessibility.
Figure 4.5 Party/Wedding reception organization
A recent survey revealed that 70% of customers rated the restaurant as moderately good, while 14% found it slightly good, citing its simplicity and lack of impressive features Conversely, another 14% rated their experience as very good To enhance customer satisfaction and stand out in the competitive market, the restaurant needs to invest in improvements and create a more distinctive dining experience.
Parking lot Staff Uniform Restaurant
The parking lot received mixed reviews, with 35% of customers rating it as slightly good and 38% as moderately good This dissatisfaction is largely due to heavy traffic during busy days, particularly when multiple events are happening simultaneously The congestion is exacerbated by the presence of only one entrance and two vehicle guards, leading to disorganized conditions and delays.
About the staff uniform, majority of customers rated moderately good (55%), however 40% of customer rated slightly good Because of the uniform is not the same and non-aesthetics.
The decoration of Pho Hien restaurant has received positive feedback from customers, with 60% rating it as moderately good and 35% as very good Only a small number of customers rated the decor as slightly good, indicating a favorable environment that enhances the restaurant's business prospects.
Figure 4.7 Favourite foods a Grilled dishes. b Dishes with stock (such as hot pot). c Fried dishes. d Steamed dishes e Sautéed dishes
A recent survey reveals that customer food preferences vary, with 45% favoring stock-based dishes like hot pot due to their rich flavors and variety Additionally, grilled dishes are popular among 25% of customers, highlighting a strong appreciation for diverse cooking styles.
Figure 4.8Why did you order a party at our restaurant?
(1m: VND 1,000,000) a A party table is cheaper than that of other restaurants b More beautiful location. c More delicious and diverse food. d Better and more friendly staff. e More promotion drives
The data indicates that most customers prefer this restaurant due to its lower prices compared to competitors Nonetheless, feedback varies significantly across different income levels.
With an income under 2 million, due to the living standards are not high, their requirements for a restaurant are also not high Besides that, there are some customers prefer promotion.
The income level from 2 to 4 million, the majority of customers prefer cheap. However, there are also some customers like beautiful location.
Individuals with an income level between 4 to 6 million and those earning over 6 million tend to dine out less frequently Their visits to restaurants are driven by specific motivations, and they expect elevated standards in their dining experiences.
The chart indicates that customers rated the menu at an average level, despite varying income levels This suggests a consistent assessment among customers, highlighting the need for the restaurant to implement improvements to enhance the menu offerings.
Figure 4.10 The satisfied of customers about the cheapness of a party table
Pho Hien employs a competitive pricing strategy that is well-received by customers, with many rating it as good to very good Notably, this pricing approach remains unaffected by the income levels of its clientele The survey indicates that the majority of customers earn between 2 to 6 million, highlighting a diverse customer base that appreciates the value offered.
Figure 4.11 The reason to know Pho Hien restaurant. a b c d
25% a Your relative recommended. b You passed by our restaurant by chance. c You have attended a party at our restaurant. d A bridal salon recommended.
A recent survey revealed that 45% of customers choose to host parties at Pho Hien restaurant because they were invited to another event, while 25% were referred by relatives Additionally, 30% of patrons discovered the restaurant by chance However, the current promotional policies appear to be ineffective, as there have been no referrals from Ha Thanh studio.
Marketing Mix Analysis of Pho Hien
Pho Hien restaurant offers a variety of services, including weddings, parties, festivals, and celebrations, alongside its dining options The restaurant's offerings encompass both tangible and intangible features, distinguishing them from standard goods In addition to traditional food items, Pho Hien provides unique experiences that enhance customer satisfaction.
The heterogeneity of restaurant products show restaurant products are usually created from different customer needs.
Restaurant products are unique in that customers cannot physically assess or test them before making a purchase, unlike traditional physical goods This invisibility makes it challenging for consumers to gauge quality and value, as they rely on intangible factors rather than measurable attributes.
The inseparability of restaurant products from origin shows that the production, delivery and consumption happen simultaneously.
The perishable feature of restaurant products shows that it is impossible or difficult to save them.
Many people choose to host parties at restaurants due to their busy lifestyles and the challenges of preparing unique, delicious dishes at home They desire exceptional hot meals that go beyond the typical offerings Recognizing this customer psychology, Pho Hien restaurant operates with the principle that food is prepared fresh to order for events, and they consistently update their menu to keep the dining experience exciting and enjoyable for guests.
In early 2011, Pho Hien introduced a revamped menu featuring both popular and innovative dishes Committed to quality assurance, the restaurant meticulously evaluates each dish before adding it to the menu This new selection aims to provide customers with a refreshing dining experience, showcasing a variety of enticing options.
Chicken Soup Chicken Wings Spring Rolls Chicken Salad Green Onion Pancakes Noodle Rolls
The main dish: Fried Egg with Vegetables
Grilled Beef with Lemongrass Stir-fried Beef with Fresh Bamboo and Chayote Grilled Chicken
Chicken Soup Chicken Salad Stir-fried Beef with Fresh Bamboo and Chayote Grilled Chicken
Sauteed water spinach with Garlic Fried Rice
Additionally, the restaurant also serves soft drinks; beer and wine to customers with some kinds are on the market.
Pho Hien’s products deliver value to customers on three distinct levels At the first level, the "core benefits," customers experience fundamental advantages, such as enjoying a relaxing atmosphere and creating memorable dining experiences at Pho Hien restaurant.
The second level is the real benefits of product This includes the physical aspects of the restaurant and its decor The food is delicious, and space is also beautiful.
In the final level, the restaurant has a hotline, which is responsible for answering customers’ questions Customers can also book a table through this hotline.
Figure 4.12 Three levels of product
Brand identity plays a crucial role in helping customers recognize a restaurant, and Pho Hien restaurant embodies this significance as a historic landmark in Hung Yen city, an ancient port city known for its rich cultural heritage, including numerous temples and pagodas Renowned for its bustling economy and vibrant trade, Pho Hien evokes memories of a thriving port city filled with festivals and community spirit Proudly carrying the name of this historic site, Pho Hien restaurant is committed to continuous evolution and improvement, ensuring attentive service and top-quality offerings for its customers.
Price plays a crucial role in the marketing mix strategy, significantly influencing both marketing effectiveness and overall business performance At Pho Hien restaurant, various factors impact pricing, including the dynamics of demand and supply, decreasing customer loyalty, and the sales mix Additionally, there is a direct relationship between price and quality; using high-quality ingredients justifies a higher price point.
Pho Hien employs a cost-plus pricing strategy, determining prices by adding a profit margin to production costs The restaurant sets its food cost percentage between 20% and 30%, influenced by various factors such as market food prices and direct and indirect costs, including preservation and transportation expenses In today's competitive landscape, restaurants must adopt low pricing strategies to stay competitive while also developing unique features tailored to specific market segments.
Below here is a table of the average dish prices of restaurant Pho Hien compared with the other restaurants.
Type Hung Thai Pho Hien Son Nam
The appetizer 54000 VND 65000 VND 72000 VND
The main dish 159000 VND 164000 VND 389000 VND
Pho Hien aims to cater to customers with average incomes in Hung Yen city by providing affordable dining options With prices ranging from approximately 650,000 VNĐ to 850,000 VNĐ per table, the restaurant offers competitive rates compared to nearby establishments Additionally, customers have the flexibility to customize their menu selections, ensuring a tailored dining experience at a reasonable price.
Restaurants often provide discounts of 5-10% for various customers, including organizations and businesses, with special promotions available during holidays and events Additionally, restaurants typically donate 2-5% of the total value of events to charitable causes.
A good strategy in psychological pricing is prices ending in nine that Pho Hien apply it to attract consumers.
Pho Hien restaurant is strategically situated on Pham Ngu Lao Street, surrounded by bustling residential areas, universities, and factories Its proximity to popular attractions like Ban Nguyet Lake, Tran Temple, and Chuong Pagoda enhances its appeal Located on a major road with ample space, the restaurant easily captures the attention of passersby Additionally, the nearby Pho Hien hotel offers guests a convenient place to relax, making it a favored choice among city residents who are well-acquainted with Pho Hien.
Pho Hien restaurant targets urban residents with average incomes, opting for a direct distribution policy Customers are encouraged to visit the restaurant to place their orders, eliminating the need for intermediary distribution channels.
Chuong Pagoda, a stunning Buddhist monument, is renowned as the most beautiful scenic spot in Hung Yen City Its significance as a cultural landmark attracts numerous visitors eager to experience its beauty and spiritual heritage.
Because the size of the restaurant is still normal, they are not professional. Therefore, the restaurant is not interested in developing promotion policies.
Communication objects of the restaurant are customers, organizations and businesses Pho Hien restaurant use direct marketing tool by phone to inform, discuss, and advise the customer.
During holidays and festivals, Pho Hien restaurant offers discounts of 5-10% on each table, attracting more customers and increasing brand awareness.
The restaurant is partnering with Ha Thanh Studio, located at 221 Dien Bien, Hung Yen City, to launch several promotions This studio caters to customers with average incomes and has been performing well in its business Given that both the restaurant and the studio share a similar target audience, Pho Hien is eager to collaborate with them for mutual benefit.
Each table usually have 5-10% discount depending on the time.
Evaluation of Marketing Mix activities of Pho Hien
This report will analyze the strengths and weaknesses of Pho Hien Restaurant's marketing mix based on survey results and marketing mix analysis It aims to provide actionable solutions and recommendations to enhance the restaurant's marketing activities.
The segmentation strategy of Pho Hien restaurant is both reasonable and effective, with clear and specific criteria However, there is a noticeable lack of attention to the local population and tourists, which could enhance the restaurant's overall appeal and customer base.
Pho Hien strategically targets organizations and companies, leveraging its strengths in providing professional service to this specific segment.
The restaurant enjoys a stable position in the market, attracting a steady stream of customers who come for meals Its competitors, such as Son Nam restaurant with its high prices and luxury offerings, and Hung Thai restaurant, which is perceived as too ordinary, do not pose significant challenges.
Pho Hien restaurant excels in providing quality products and services that meet customer needs, but there is room for further development to enhance customer satisfaction The restaurant effectively addresses all three levels of product offerings, creating a relaxing and memorable dining experience with delicious food, an inviting atmosphere, and a dedicated customer hotline Additionally, the restaurant's unique brand identity serves as a significant advantage in capturing and retaining customer interest.
Effective dish presentation is crucial for restaurants, as it enhances the overall aesthetics and elevates the dining experience for customers Recent surveys indicate that patrons have responded positively to the visual appeal of the meals, highlighting this aspect as a standout feature of the establishment.
The temperature and aroma of food play a crucial role in a restaurant's success, significantly impacting both revenue and taste Surveys indicate that most customers value the temperature and smell of their meals, highlighting their importance in enhancing the overall dining experience.
Customers visit Pho Hien restaurant seeking a delightful dining experience with exceptional service and delicious meals that they can't replicate at home To enhance customer satisfaction and keep their offerings exciting, the restaurant should continually introduce new dishes, ensuring a fresh and engaging menu that prevents monotony.
An effective pricing strategy is crucial for market penetration and achieving high business efficiency Pho Hien successfully employs a cost-plus pricing method, which involves setting prices based on production costs plus a predetermined profit margin.
A recent survey reveals that customers value the competitive pricing at Pho Hien, which aligns well with their income levels The effective use of discounts enhances customer satisfaction and encourages repeat visits Additionally, consumers tend to prefer average-priced options over extremely cheap or expensive alternatives, making Pho Hien's pricing strategy an appealing choice for many.
The restaurant currently offers limited pricing options, primarily catering to customers with average to above-average incomes Expanding the range of price choices would better accommodate a wider audience and align with customers' financial preferences.
Situated in the heart of the city, the restaurant boasts a prime location that attracts passersby and ensures easy accessibility for customers Survey data indicates that the majority of patrons find the restaurant easy to locate, although a few still experience challenges in navigating their way to it.
The restaurant's distribution channels are ineffective due to a lack of a well-defined distribution strategy As a result, most customers ordering for parties are primarily those invited to previous events held at the venue.
The promotion strategy at Pho Hien has proven ineffective, as customer interest remains low despite the popularity of discounts and promotional programs A recent survey revealed that 45% of customers visit due to prior invitations to parties, 25% through recommendations, and 30% by chance Unfortunately, few patrons are aware of Pho Hien's promotional policies, and there has been no customer referral from Ha Thanh studio To attract new clientele and maintain its status, Pho Hien must rethink its promotional strategies and embrace innovative business practices.
Pho Hien restaurant operates without a social media presence or website, believing that their business success negates the need for online marketing However, this perspective is misguided, as digital platforms are essential for showcasing their offerings and enhancing customer engagement In today’s Internet-driven world, potential diners increasingly rely on online information to make informed decisions about where to eat Consequently, Pho Hien risks losing customers who may find it challenging to learn about the restaurant and its menu without an online presence.
RECOMMENDATIONS
Strengthening the organization of marketing models
An effective marketing strategy demands a well-structured, adaptable organization that maximizes efficiency By assigning tasks based on individual skills and expertise, marketers can fully leverage their capabilities and integrate scientific and technological advancements into their efforts Consequently, enhancing the marketing organization is crucial for the seamless execution of strategic plans.
The Pho Hien restaurant's business department is comprised of a single marketer, who faces significant challenges in implementing effective marketing strategies With only one person responsible for promoting the restaurant, accessing the market and reaching potential customers becomes increasingly difficult.
The following is the marketing department model of the Pho Hien restaurant for reference:
For a medium-sized restaurant, implementing the proposed marketing department model is ideal, as it balances the size of the marketing team with the restaurant's scale This approach will significantly improve professional skills to address marketing demands and ensure the effective execution of restaurant policies and strategies.
Marketer Agent in charge of marketing channel
How to perfect restaurant marketing mechanism:
The company should designate specific responsibilities to each marketing officer.
Marketers play a crucial role in effectively communicating with customers and promoting restaurant services They should engage with customers both in person and through various media channels to recommend suitable services Understanding customer needs is essential for successful marketing, as it enables marketers to address specific requirements and provide detailed information tailored to customer requests.
To maximize profits and expand into new markets, the marketing director must analyze the target market and assess the payment capabilities of each customer segment This evaluation will aid in establishing competitive pricing and determining the right product quality.
The market research agent studies the market by taking notes and gathering data from newspapers, rivals by means of customer feedback collection.
The advertising agent plays a crucial role in executing advertising strategies by delivering persuasive information to attract customers to restaurant services and enhancing the restaurant's image among the public and target audience.
Marketing mix policy
Pho Hien restaurant should enhance its focus on attracting tourists, as Hung Yen City boasts numerous historic sites and festivals that draw visitors By partnering with travel companies, Pho Hien can broaden its reach and appeal to a larger audience This strategic collaboration will not only boost the restaurant's revenue but also elevate its profile beyond the city limits.
To enhance their reputation in the city, restaurants must focus on maintaining their target customers, including organizations and companies By doing so, Pho Hien can establish itself as the ideal venue for hosting banquets and special events.
To achieve success in the restaurant industry, it's essential to develop an enticing menu that features a variety of delicious dishes tailored to customer preferences Conducting effective surveys can provide valuable insights into customer opinions, helping the restaurant refine its offerings to better meet their needs.
To attract more customers and enhance hospitality quality, restaurants should develop a diverse menu that aligns with current culinary trends in Vietnam Marketers must gather information on these trends to stay relevant and cater to consumer preferences effectively One effective strategy is to monitor the culinary sections of newspapers and mass media for the latest updates and insights.
Cookery journals: The number one culinary journal in Vietnam or arts and culture culinary journal would help the restaurant see current culinary trends in Vietnam.
Television programs focused on family knowledge, cooking, and dexterity significantly influence shopping and culinary trends, particularly among urban residents Marketers can leverage insights from these programs to develop a more diverse menu that caters to the growing demands of customers.
A recent survey reveals that customers prefer water-based dishes over fried options, which are often perceived as overly oily To enhance appetite and satisfaction, restaurants should consider incorporating items like soups and hot pots into their menus.
When planning their wedding, newlywed couples act as key decision-makers for selecting restaurant services, even though they are not the final customers Their primary considerations revolve around the suitability of product pricing and the availability of additional services, rather than the quality of the products offered.
In today's competitive market, restaurants are implementing budget-friendly pricing strategies to attract customers By providing a diverse range of price options, Pho Hien restaurant can cater to its clientele, which primarily consists of individuals with average to above-average incomes This approach allows customers to select prices that fit their budgets, ultimately enhancing their dining experience and driving higher profits for the restaurant.
The restaurant's distribution channels are currently ineffective due to a lack of strategic planning Most customers attending parties at the restaurant are repeat guests from previous events To enhance customer reach and engagement, the restaurant must develop and implement effective distribution channel policies.
Using the restaurant website, social networking such as Facebook:
Customer can know Pho Hien restaurant through website and social networking, and they would order a party at the restaurant by phone.
To enhance its reach, the restaurant should collaborate with additional studios that can serve as intermediary distribution channels By partnering with these studios, customers will have the convenience of booking wedding receptions directly at the restaurant, streamlining the planning process and increasing potential clientele.
To enhance business collaboration, the restaurant can introduce a 3% commission on sales, encouraging partners to enthusiastically recommend its services Additionally, creating a visually appealing menu that includes images and detailed descriptions of each dish will provide customers with essential information, making their dining experience more enjoyable.
To ensure customers receive accurate information, the restaurant should assign an employee to provide studio staff with comprehensive details about its offerings This will enable the studio employees to effectively communicate this information to customers upon request.
A recent survey indicated that while most customers easily found the restaurant, those traveling from distant locations faced challenges To enhance accessibility, the restaurant should consider including a map on wedding invitation cards or brochures, providing clear directions to help all customers locate it more effortlessly.
Promotion plays a crucial role in the marketing mix, yet Pho Hien restaurant has not prioritized this aspect The restaurant has implemented only a few basic promotional strategies that lack effectiveness and a clear policy As a result, it may appear unfamiliar to potential customers, particularly those traveling from distant locations.
To boost revenue and draw in more customers, the restaurant should implement various promotional strategies However, launching a significant promotional campaign requires careful consideration of timing, as well as adequate manpower and budget Given the restaurant's current small scale and limited budget, it is essential to plan promotions effectively.
CONCLUSION, IMPLICATION AND FURTHER STUDY OPPORTUNITY
Conclusion
The research titled "Analysis and Recommendations for the Marketing Mix of Pho Hien Restaurant" employs a mixed methodology, incorporating both qualitative data and analysis It utilizes a diverse range of resources, including textbooks, newspapers, observations, and surveys, to gather comprehensive primary and secondary data.
The analysis of Pho Hien restaurant's marketing mix revealed its strengths and weaknesses, highlighting that customers rate the service and products positively The restaurant excels in organizing large banquets and weddings, demonstrating a thoughtful approach to customer engagement With a majority of long-term, skilled staff, Pho Hien has made significant progress in recent years, despite the incomplete application of marketing mix strategies The dedication of the restaurant team has contributed to its notable achievements in the competitive restaurant industry.
Based on the analysis and discussion, it is recommended that Pho Hien restaurant enhance its marketing mix by targeting individual customers and tourists through a strategic price adjustment Additionally, establishing a robust online presence via a dedicated website and active social media engagement is advised to attract and retain clientele.
Implication
This research offers a comprehensive overview of the marketing mix by reviewing various authors and their principles, enabling readers to grasp the essential tools in marketing It applies theoretical concepts to the practical case of Pho Hien restaurant in Hung Yen city, highlighting the influence of the restaurant's resources, management capabilities, and external factors Throughout the study, we have enhanced our skills in marketing research, information gathering, survey analysis, teamwork, communication, and relationship building, gaining valuable insights into restaurant marketing In conclusion, we identify several potential strategies for Pho Hien restaurant's marketing mix to enhance its business profitability.
Limination
The project faces several limitations, primarily due to restricted data availability, which lacks detail and clarity The relatively small size of the Pho Hien restaurant further complicates the research, as essential data, such as the customer database, is unavailable Additionally, a comprehensive overview of the restaurant is necessary for a thorough analysis The two-month research period is also insufficient to capture the restaurant's entire operations, requiring focused efforts to complete the study Lastly, the team's limited knowledge in the restaurant field poses another challenge.
Further Study Opportunity
Despite the aforementioned limitations, several recommendations for future research on the marketing mix of Pho Hien restaurant are proposed Future studies should involve clearly defined tasks for team members along with specific timelines Additionally, a combination of secondary and primary data collection using quantitative methods will be employed to achieve more precise results.
THE CUSTOMER OPINION SURVEY ABOUT PHO HIEN RESTAURANT (VIETNAMESE)
BẢN KHẢO SÁT Ý KIẾN KHÁCH HÀNG VỀNHÀ HÀNG PHỐHIẾN
Nhà hàng Phố Hiến cam kết cung cấp dịch vụ tốt nhất cho quý khách hàng và rất mong nhận được sự hỗ trợ từ quý vị.
Họ&Tên:……… Giới tính: Nam/Nữ.
Trong bảng câu hỏi dưới đây, quý khách vui lòng đánh giá các câu hỏi theo thang điểm từ 1 đến 5, trong đó 1 là điểm thấp nhất (hòa toàn không tốt) và 5 là điểm cao nhất (rất tốt) Vui lòng cung cấp thông tin nghề nghiệp, tuổi và địa chỉ của bạn để chúng tôi có thể thu thập dữ liệu chính xác hơn.
Anh/chị có đánh giá như thếnào vềcác chỉtiêu sau:
1 Mùi vị các món ăn của nhà hàng 1 2 3 4 5
2 Cách trình bày các các mónăn của nhà hàng 1 2 3 4 5
3 Nhiệt độ các món ăn của nhà hàng 1 2 3 4 5
4 Độlịch sựcủa nhân viên trong nhà hàng 1 2 3 4 5
5 Tốc độphục vụcủa các nhân viên trong nhà hang
6 Thái độân cần của các nhân viên trong nhà hang
7 Mức độdễtìm của nhà hàng 1 2 3 4 5
8 Cách sắp xếp, tổchức bữa tiệc của nhà hàng 1 2 3 4 5
9 Khu vực giữxe của nhà hàng 1 2 3 4 5
10.Đồng phục nhân viên của nhà hàng 1 2 3 4 5
11 Cách trang trí nhà hàng 1 2 3 4 5
12 Sởthích của anh/chịvềcác loại thức ăn? a Các món nướng. b Các món có nước dùng( như lẩu). c Các món chiên giòn. d Các món hấp. e Các món xào.
Nhà hàng Phố Hiến là sự lựa chọn lý tưởng để đặt tiệc với nhiều ưu điểm nổi bật Đầu tiên, giá một bàn tiệc tại đây rẻ hơn so với các nhà hàng khác, giúp tiết kiệm chi phí Không gian của nhà hàng cũng đẹp và sang trọng hơn, tạo cảm giác thoải mái cho khách mời Thực đơn phong phú với các món ăn ngon là điểm cộng lớn, cùng với đội ngũ nhân viên phục vụ tận tình và thân thiện Đặc biệt, nhà hàng thường xuyên có nhiều chương trình khuyến mãi hấp dẫn, mang lại giá trị tốt nhất cho khách hàng.
14 Thu nhập của anh/chịmột tháng là? a Dưới 2 triệu b Từ 2 đến 4 triệu. c Từ 4 đến 6 triệu. d Trên 6 triệu.
15 Thực đơn nhà hàng đưa ra, anh/ chị nhân xét như thếnào?
16 Anh/chịcó hài lòng vềmức độrẻcủa một bàn tiệc nhà hàng đưa ra?
17 Anh/ chịbiết đến nhà hàng như thếnào? a Người thân giới thiệu. b Ngang qua thấy. c Đã từng tham gia một bửa tiệc tại nhà hàng. d Tiệm áo cưới giới thiệu.
Xin cảm ơn quý khách đ ã giúp đỡ
Hẹn gặp lại lần sau
THE CUSTOMER OPINION SURVEY ABOUT PHO HIEN RESTAURANT (ENGLISH)
The Pho Hien restaurant would like to offer our customers the best service, so we hope to receive your valuable assistance.
Full name:……… … Sex: Male/Female. Occupation:……… Age: ……… Address: ………
Please evaluate the headings in the table by assigning a rating from 1 to 5, where 1 indicates "not at all good" and 5 signifies "extremely good." Circle the number that best reflects your assessment for each heading.
How do you rate the following headings?
12 Which of the following dishes do you like? a Grilled dishes. b Dishes with stock (such as hot pot). c Fried dishes. d Steamed dishes. e Sautéed dishes
When choosing our restaurant for your party, you benefit from a more affordable table rate compared to other venues, along with a stunning location that enhances your event Our menu offers a diverse selection of delicious food, ensuring a delightful dining experience for your guests Additionally, our friendly and attentive staff are dedicated to providing exceptional service, making your celebration even more enjoyable Plus, we frequently run promotional offers that add extra value to your booking.
14 How much do you earn a month? a Under VND 2,000,000. b Between VND 2,000,000 and VND 4,000,000. c Between VND 4,000,000 and VND 6,000,000. d Over VND 6,000,000.
15 How do you rate the menu? 1 2 3 4 5
16 How satisfied are you about the cheapness of a party table?
17 How do you know Pho Hien restaurant? a Your relative recommended. b You passed by our restaurant by chance. c You have attended a party at our restaurant. d A bridal salon recommended.
Thank you for your cooperation
THE INTERVIEW WITH MR HOANG QUANG HUY (VIETNAMESE)
Cuộc phỏng vấn với ông Hoàng Quang Huy, nhân viên kinh doanh của nhà hàng Phố Hiến, vào ngày 22 tháng 11, năm 2013.
Nguyễn Tiến Hoàng đã chào hỏi ông Hoàng Quang Huy và bày tỏ sự vui mừng khi gặp mặt Anh Hoàng Tiến Hoàng đã hỏi ông Huy liệu có thể giúp anh trả lời một số câu hỏi không Ông Huy đã đồng ý và sẵn sàng hỗ trợ.
Nguyễn Tiến Hoàng hỏi ông Hoàng Quang Huy về vị trí công việc của ông tại nhà hàng và thời gian làm việc Ông Huy cho biết mình là nhân viên kinh doanh và đã làm việc tại đây hơn 10 năm.
Nguyễn Tiến Hoàng là nhân viên kinh doanh, có trách nhiệm làm việc với đối tác và khách hàng Anh cũng phải phân tích thị trường và đối thủ cạnh tranh, cùng với việc nghiên cứu các chương trình khuyến mãi để nâng cao hiệu quả kinh doanh.
Nguyễn Tiến Hoàng đặt câu hỏi về những vấn đề trong công việc, ông Hoàng Quang Huy trả lời rằng khách hàng thường đến nhà hàng để tìm hiểu và trao đổi về việc đặt tiệc Nếu ông không có mặt, nhân viên chỉ có thể cung cấp thông tin chung mà không thể giải thích chi tiết hay tự ý đưa ra chương trình khuyến mãi cho khách hàng.
Nguyễn Tiến Hoàng: Em hiểu rồi Cảm ơn anh nhiều. Ông Hoàng Quang Huy: OK, không vấn đề.
