FPT UNIVERSITY DANANG

FOODY UNIVERSE REPORT

Author:

Huynh Quang Huy

Tran Minh Thach

Hoang Ngoc Hung

Nguyen Thao Van

Phan Thi Thuy Vy

Pham Nguyen Phuong Nhu

Danang, 26/11/2020.
Table of content:
1. INTRODUCTION:............................................................................................................................1

1.1. Purpose :.....................................................................................................................................1

1.2. Background :..............................................................................................................................1

1.2.1. Members:............................................................................................................................1

2. REPORT:...........................................................................................................................................1

2.1. Management:.............................................................................................................................1

2.1.1. The early stage of a promising dynasty:...........................................................................2

2.1.2. How simply, but effectively Foody Universe organized their activities..........................2

2.1.3. Everyone lead the group forward.....................................................................................3

2.1.4. Controlling the process of working is the key factor in how the team know where they

are and what should they do next.....................................................................................................4

2.2. Bussiness Strategy:....................................................................................................................4

2.2.1. Marketplace:......................................................................................................................4

2.2.2. Price:...................................................................................................................................5

2.3. Promotion:..................................................................................................................................5

2.3.1. Advertisement:...................................................................................................................5

2.3.2. Special offers:.....................................................................................................................6

2.3.3. Develop a fanpage/website:...............................................................................................7

2.4. Achievements:............................................................................................................................7

2.4.1. Total revenue & profit:......................................................................................................8

 2.4.2. Share:..................................................................................................................................8

3. CONCLUSION:.................................................................................................................................9

1. INTRODUCTION:

1.1. Purpose :

Our report on the topic of online business model, can summarize the lessons and experience gained

during the business process. The process of managing a group, how to operate the staff in a

management model, how to make decisions, orient and select products, marketing methods... From

those experiences that bring us important knowledge outside of books.

1.2. Background :

1.2.1. Members:

General management Mr.Huỳnh Quang Huy

Sale and promotion Ms.Phan Thị Thùy Vy , Ms.Phạm Nguyễn

Phương Như
Finance Ms. Nguyễn Thị Thảo Vân , Ms.Hoàng ngọc

Hùng
Business strategy Mr.Trần Minh Thạch
1.2.2. Company:

Foody universe: "universe" means universe, if we remove the "e" at the end, it will be "university", which

means we provide quality food for customers at university and good food most of this universe.

Foody Universe started its activities on May 31. With a team of highly professional human resources,

Foody Universe will be committed to bringing unique, delicious, cheap and quality fruit and cakes to

students at universities such as universities. FPT, Da Nang University of Economics, Architecture

University, and University of Information Technology.

2. REPORT:

2.1. Management:
Foody Universe operation follows the management method that involves the four basic functions of

planning and decision making, organizing, leading, and controlling.

2.1.1. The early stage of a promising dynasty:

First and foremost, one main role of a manager is creating a plan to meet company goals and objectives.

This involves allocating employee resources and delegating responsibilities, as well as setting realistic

timelines and standards for completion. Planning requires those in management roles to continuously

check on team progress to make small adjustments when necessary, while still maintaining a clear picture

of a company's larger aims and goals i. As to Foody Universe, we aimed to achieve three main goals

including earning profits and creating a good brand image for the team, meeting the requirements of the

group assignment. Following those goals, the team developed detailed and practical directions as well as

plans to develop the brand. Specifically, our target markets are students, staff studying and working at

FPT Hoa Hai Campus. The products which were mainly served to the mentioned customers were

researched and experimented several times to meet the requirements bout quality, prices, packaging,

delivery, materials. Ms. Nhu was the most important factor in this section. Additionally, the team also

arranged activities from building the brand to selling and creating customer retention. On 1st June 2020,

the group was formed and met each member to schedule all activities that would take place. First of all,

We chose our name, logo, products, marketing strategy as well as called for investment from each

individual. Also, everyone freely contributed their opinions on how to develop the brand effectively. We

came up with the set of rules that every member had to follow. Those are being straight forward, being

punctual, and being responsible for individual missions. The punishment for each infringe is solved by

money. On 5th June, we had our fanpage done where information about the products, promotion,

organization was posted to attack customers. On 6th Juline, the first set of products including salted egg

yolk cake, spicy chicken cheesecake, green tea orio, egg tart, and garlic butter cheesecake were sold

online and offline. That is how Foody planned for our business.

2.1.2. How simply, but effectively Foody Universe organized their activities.
Along with planning, a manager's organizational skills can help to ensure a company or departmental unit

runs smoothly. From establishing internal processes and structures to knowing which employees or teams

are best suited for specific tasks, keeping everyone and everything organized throughout daily operations

are important functions of management ii. According to each member’s experience, strengths, and

interests, Foody Universe decided to establish the organizational chart that suits them all above.

Specifically, Mr.Huy, who is familiar with the leading group and invest the biggest amount of capital,

was chosen to be the leader and general manager of the team. He was in charge of delegating tasks to the

other mates, checking, controlling the progress, and motivating as well as leading the team to achieve the

group’s goals. Ms. Phuong Nhu and Van were responsible for the production function consisting of

selecting raw materials, equipment, recipes,.etc. those things require a great ability to analyze and

measure along with the high level of concentration and meticulousness that were most compatible with

the two ladies. Besides, it is undeniable that Mr. Thach and Mr. Hung have been contributing

tremendously to the success of the group regarding their responsibility for delivery, support, statistics

examination, and co-management of social media platforms. Last but not least, thanks to the assistance of

Ms. Vy in the marketing and promotion function, the achievements of Foody Universe has exceeded our

expectation. Ms.Vy has done excellently on how to attack the customers. Building the image, marketing

strategy, running the media, directly working with customers, and solving accidental problems.

Additionally, the team agreed on sharing the profits gained according to individual commitment and

amount of work, not to mention bonuses as to the quantity of goods sold.

2.1.3. Everyone lead the group forward.

Leading The third basic managerial function is leading. Some people consider leading to be both the most

important and the most challenging of all managerial activities. Leading is the set of processes used to get

members of the organization to work together to further the interests of the organization iii. A close-knit

team, Foody Universe assisted each individual to express their outlooks and other stories beside work.

The leader always made sure everyone feel motivated and comfortable when fulfilling their tasks.
Moreover, the team had conducted several informal meetings, hang-outs, etc to create opportunities for

the members to improve their relationships with each other. Additionally, human concentration is what

Foody Universe focuses on, creating values, benefits, and opportunities for the team to develop

themselves were the top priorities indeed.

2.1.4. Controlling the process of working is the key factor in how the team know where

they are and what should they do next.

To ensure all of the above functions are working toward the success of a company, managers should

consistently monitor employee performance, quality of work, and the efficiency and reliability of

completed projects. Control (and quality control) in management is about making sure the ultimate goals

of the business are being adequately met, as well as making any necessary changes when they aren't iv.

During this stage, Mr. Huy required the members to announce their performances every week. The

information included the number of products sold, profits, revenues, customer retention, or any errors and

mistakes needed fixing. At some points, the process of working was out of control due to unexpected

orders, lack of statistic analysis, and low concentration from some members. To solve those problems,

meetings were conducted and each individual discussed openly and honestly to help the team overcome

those struggles. Negative comments which aimed to attack others and did not intend to foster the group

performance were discouraged.

2.2. Bussiness Strategy:

2.2.1. Marketplace:

On the marketplace platform on Facebook and in the classroom,Foody Universe's target customers focus

mainly on FPT students, but in the technology era, we use the marketplace on Facebook to optimize

marketing and create convenience for people. Buy easily accessible products (which include photos,

price, description of the product). Using this platform not only helps sell products well to target

customers, but it also helps FU expand its market share. Because our target customers are students of
FPT, the sale of FU directly at FPT University is one of the most optimal ways. FU chose this customer

group because we understand our products as well as understand what this target group wants. Our

products are various kinds of cakes which are popular among young people. Besides, the business of this

product line is quite convenient when our direct competitors do not have a directly competing product

line at the same price.

2.2.2. Price:

The price of each FU company product is optimized to be the most affordable for students. Cutting out

the costs of facilities and marketing costs, the cost of each product is only 1/3 of the market price, but the

product quality is not inferior to some degree. Besides, with a price of less than $ 1 for a product that is a

too cheap price, it stimulates consumers as well as FU products of the same quality as KFC has made

customers even more satisfied.

2.3. Promotion:

2.3.1. Advertisement:

a. Social media :

Facebook is the world's largest social media site with more than 2.32 billion monthly active users.

Besides, advertising on Facebook is a good way for brands to reach people through ad targeting. With a

detailed understanding of our customers, we can choose an audience based on demographics, device, age,

interests and many other characteristic.

 Encourage check-in or update feedback to get 5% off for the next wheel purchase.

 Free product trial program: "Foody Universe" begins with a small campaign like trying out free

products for customers who want to try it, the purpose of this strategy is to allow customers to

Experience our products and services without paying. Customers will definitely receive this offer

for the first time, and the next time we will repeat this offer at a small price, customers will feel
 grateful and try the product again. If they are satisfied with the product, they will definitely buy it

next time.v

 Create a situation of "artificial scarcity": Phrases such as "limited quantity" or "products sold only

in the morning" or "products are still very small" are focused on sales managers. really attract

attention from customers. The trick creates an impression in the minds of the customers, which is

why the "Foody Universe" title of this article is affecting the psychology of customers.

b. Loyalty cards:

 Retain customers: The essence of the loyalty cards is that the need for customers to use the

service multiple times to reach a certain level will enjoy attractive offers at a higher level. If the

customer has purchased goods worth VND 50,000, he/she will earn 1 point in the card,

accumulating 5 points will receive a 15% coupon for the total order.

 Reach new customers: Everyone wants to enjoy the promotion promotions as well as their own

benefits when using any service. So "Foody Universe" has struck customers with the issue of

loyalty cards, offering attractive benefits that will help attract more new customers to use the

product.

2.3.2. Special offers:

Applies to products: salted egg sponge cake, garlic butter cake, spicy chicken cheese cake, salted

egg yolk cake, egg tart.

 Free shipping for customers on the campus of FPT University.

 Free shipping for customers in the city center if purchasing from any 5 boxes

 Discount only 15,000 VND if purchased from any 3 boxes of cake (original price 18,000

VND / box).

 Combo 1 box of 4 egg tarts for only 28,000 VND (retails price 8,000 VND / tart)
  Discount 5% for next purchase for customers update check in / feedback on Facebook /

Instagram.

 Super saving combo:

 1 box of any cake + 1 cup of lemon tea for VND 24,000 (original price VND

27,000 / combo).

 1 box of any cake + 1 cup of peach tea for VND 25,000 (original price VND

29,000 / combo).

2.3.3. Develop a fanpage/website:

Designing fan pages on Facebook brings a lot of benefits to our business as well as branding. We can

update the menu 24/7, product quotes on the fanpage so customers can update information accurately and

quickly as possible. There are some advantages of fanpages:

 Professional branding:

What customers look at the store first, that is the brand face. A shop with a reputable and professional

fanpage will always be appreciated in the eyes of customers. Building a fanpage for a bakery is the most

sustainable and lasting branding method for a store.

 Customers easily visualize the cakes:

For those who love cake, what they care about is not only the taste of the cake but also the appearance of

the cake. A delicious cake and everyone's favorite must converge on both factors. Uploading images on

fanpage will help customers easily visualize those cakes. Not only that, for cake lovers, but they can also

feel the taste of the cake through the images they see.

 Close with customers:

Owning a fan page for the cake shop helps us interact directly with customers. Customers can rate the

bakery as well as the quality of the bakery. "Universe" not only get-close, create relationships with
customers but also get accurate reviews. Customers will have the praise and criticism. This will help us

improve what's missing in our store. And that word is getting more and more relevant to your customers.

vi

2.4. Achievements:

2.4.1. Total revenue & profit:

Sell an average daily of 3-4 cakes of each kind.

 3-5 Salted egg yolk cake per day ( VND 18,000 / cake, VND 54,000-90,000 total)

 4 Spicy chicken cheesecake per day ( VND 18,000 / cake, VND 72,000 total)

 3 Dried beef worm-formed cheesecake per day ( VND 18,000 / cake, VND 54,000 total)

 2 Green tea Oreo cake per day ( VND 18,000 / cake, VND 36,000 total)

 6 Egg tart per day ( VND 8,000 / cake, VND 64,000 total)

 1 Garlic butter cheesecake per day ( VND 18,000 / cake, VND 18,000 total)

→ Accelerated sales of Salted beef egg yolk sponge cakes and Spicy chicken cake.

 Number of days sell: 15 days

 Virtual Revenue: VND 4,470,000 - 5,010,000

 Actual Revenue: VND 4,780,000

 Capital for each cake is: VND 12,000

o each egg tart is: VND 4,000

 Virtual Profit: VND 2,040,000 - 2,130,000

 Actual Profit: VND 2,106,000

 2.4.2. Share:

Manager & Founder: Huỳnh Quang Huy 40% company share

Staff: Hoàng Ngọc Hùng 12% company share

Phan Thị Thùy Vy 12% company share

Phạm Nguyễn Phương Như 12% company share

Nguyễn Thảo Vân 12% company share

Trần Minh Thạch 12% company share.

3. CONCLUSION:

Since the day of wholesales, our company learned that instead of relying too much on fewer favorite

items, we should concentrate on favored items. Furthermore, small products such as Egg Tart give us the

most beneficiary of all items and we should create a new marketing strategy for those products.

On the other hand, customer segmentation wasn’t fully prepared so we didn’t cover all types of customers

to serve them with our products. Besides that, because of the wide market share we have in the FPT group

in less than 1 month, our business is still doing fantastic and will be successful in the future.
i
The Four Functions of Management: What Managers Need to Know. Retrieved from
https://www.aiuniv.edu/degrees/business/articles/functions-of-management?
fbclid=IwAR2yc7T0ybConB13XwzbLmGCI29AgRR0UV5c2OXuqEhGzOVRPjMR2XVNdv4#:~:text=Originally%20identified
%20by%20Henri%20Fayol,each%20may%20look%20in%20action. Accessed on 26th July 2020.
ii
The Four Functions of Management: What Managers Need to Know. Retrieved from
https://www.aiuniv.edu/degrees/business/articles/functions-of-management?
fbclid=IwAR2yc7T0ybConB13XwzbLmGCI29AgRR0UV5c2OXuqEhGzOVRPjMR2XVNdv4#:~:text=Originally%20identified
%20by%20Henri%20Fayol,each%20may%20look%20in%20action. Accessed on 26th July 2020.

iii
The Four Functions of Management: What Managers Need to Know. Retrieved from
https://www.aiuniv.edu/degrees/business/articles/functions-of-management?
fbclid=IwAR2yc7T0ybConB13XwzbLmGCI29AgRR0UV5c2OXuqEhGzOVRPjMR2XVNdv4#:~:text=Originally%20identified
%20by%20Henri%20Fayol,each%20may%20look%20in%20action. Accessed on 26th July 2020.

iv
The Four Functions of Management: What Managers Need to Know. Retrieved from
https://www.aiuniv.edu/degrees/business/articles/functions-of-management?
fbclid=IwAR2yc7T0ybConB13XwzbLmGCI29AgRR0UV5c2OXuqEhGzOVRPjMR2XVNdv4#:~:text=Originally%20identified
%20by%20Henri%20Fayol,each%20may%20look%20in%20action. Accessed on 26th July 2020.
v
https://www.pace.edu.vn/so-tay-doanh-tri/ChiTiet/644/lam-the-nao-de-tao-anh-huong-toi-tam-ly-khach-hang-va-ban-
hang-nhanh/31
vi
https://daylambanh.edu.vn/6-cach-marketing-cho-tiem-banh