A MARKETING PLAN FOR ROLL&ROLL FAST-CASUAL RESTAURANT
Ton Thi Nhat, Linh (2012)
Ton Thi Nhat, Linh
Centria-ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201603233523
https://urn.fi/URN:NBN:fi:amk-201603233523
Tiivistelmä
Mexican cuisine and organic fast-casual concept become popular in the world, especially in American nowadays but in Vietnam, a South-East Asia country, they are still unfamiliar. However, Vietnamese young people, mainly consumer with strong purchasing power are getting more integrated with international culture. This means they are willing to try and react positively to international cuisine. Moreover, Vietnam is considered to have new attractions to traveller with numerous wonderful natural sightseeing. Therefore, it is probably prospective market for new restaurant businesses, especially trendy and creative ones. A key thing to remember is all of them need to focus on a marketing plan, which is an ideal tool to introduce new products and promote brand-awareness.
This paper aims to create a marketing plan for Roll & Roll, a Mexican fast-casual restaurant opened in Vietnam based on a market research and competition analysis. With this available knowledge, a case study methodology will be utilized with online surveys whose respondents are mainly the restaurant’s target consumers. Moreover, a definition of restaurant concepts, instruction and basic steps of how to generate a marketing plan is introduced and explained in the theoretical framework to give an in - depth understanding before starting a practical case.
The result of this thesis should support entrepreneurs who plan to start up a restaurant business through a practical case: Roll & Roll restaurant. The marketing plan was designed based on available research information and the writer’s personal experience during her working time in a restaurant.
This paper aims to create a marketing plan for Roll & Roll, a Mexican fast-casual restaurant opened in Vietnam based on a market research and competition analysis. With this available knowledge, a case study methodology will be utilized with online surveys whose respondents are mainly the restaurant’s target consumers. Moreover, a definition of restaurant concepts, instruction and basic steps of how to generate a marketing plan is introduced and explained in the theoretical framework to give an in - depth understanding before starting a practical case.
The result of this thesis should support entrepreneurs who plan to start up a restaurant business through a practical case: Roll & Roll restaurant. The marketing plan was designed based on available research information and the writer’s personal experience during her working time in a restaurant.