PLANNING A FUSION CUISINE RESTAURANT IN HO CHI MINH CITY, VIETNAM
Nguyen, An Hoang Trieu (2019)
Nguyen, An Hoang Trieu
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120424605
https://urn.fi/URN:NBN:fi:amk-2019120424605
Tiivistelmä
This thesis’s aim is to create the basic concept of opening a fusion cuisine restaurant (hereinafter referred to as “the restaurant) and provide the most possible entry to a big market in Ho Chi Minh city, Vietnam. In order to enhance the structure, most suggestions are based on Consumer buying behaviour, Segmentation, Targeting and Positioning (STPs’ models). In fact, the restaurant is only at the beginning of definition, all mentioned theories above, plus with recommendations are the strong foundation to form a suitable business entry for the restaurant in Ho Chi Minh city.
There are two main parts included in this thesis, the theoretical and empirical parts. Consumer buying behaviours and STPs’ models are presented in the theoretical part, which provide the most comprehensive structure of principle marketing as well as dedicate the possible entry to a big market for a new restaurant. Combining all the marketing factors, the author presents the overview of advantages and disavantages of the restaurant’s concept as well as provide the most possible segment, target and position to make the concept-restaurant competitive.
In order to give the subjective view to this thesis, the author combined various sources such as qualified marketing books, relevant business websites and consumer online survey. The survey is conducted with the method of quantitative research included 20 questions which are close to the consumer buying behaviour; dedicated as choosing the proper flavour of food, setting reasonable menu for customers’ budget and understand consumers’ eating interests.
Last but not least, chapter 8 in this thesis shows recommendations for the restaurant. The author provides solution to improve to all aspects to make concept-restaurant more competitive and firm. In fact, the restaurant needs to focus on services and menu in order to create influences to the main competitor (AnAn restaurant). Many ideas of marketing strategy are presented in the recommendations such as providing promotion respective to every stage of “Buyer decision process for new product” aim to attract more customer come to the restaurant.
There are two main parts included in this thesis, the theoretical and empirical parts. Consumer buying behaviours and STPs’ models are presented in the theoretical part, which provide the most comprehensive structure of principle marketing as well as dedicate the possible entry to a big market for a new restaurant. Combining all the marketing factors, the author presents the overview of advantages and disavantages of the restaurant’s concept as well as provide the most possible segment, target and position to make the concept-restaurant competitive.
In order to give the subjective view to this thesis, the author combined various sources such as qualified marketing books, relevant business websites and consumer online survey. The survey is conducted with the method of quantitative research included 20 questions which are close to the consumer buying behaviour; dedicated as choosing the proper flavour of food, setting reasonable menu for customers’ budget and understand consumers’ eating interests.
Last but not least, chapter 8 in this thesis shows recommendations for the restaurant. The author provides solution to improve to all aspects to make concept-restaurant more competitive and firm. In fact, the restaurant needs to focus on services and menu in order to create influences to the main competitor (AnAn restaurant). Many ideas of marketing strategy are presented in the recommendations such as providing promotion respective to every stage of “Buyer decision process for new product” aim to attract more customer come to the restaurant.