PROJECT PROPOSAL

group 8
Student team details: 

Student ID Name
1 11190791 Bùi Thị Hương Chi
2 11192500 Trần Diệu Huyền
3 11194199 Hồ Hoài Phương
4 11190201 Lê Thị Như Anh
5 11191927 Đỗ Trung Hiếu

Employer name and web address:

- Employer name: Be Group

- Website: https://be.com.vn/

Product / Service: Food Delivery

1. About Be Group

Development process:

· June 1, 2018: Be was first established under the name VEEP Technology

· October 25, 2018: Officially use the name Be Group

· December 17, 2018: Rolled out beCar and beBike in HCMC and HaNoi

· April 1, 2020: Expanded operating area to 10 cities

· January 12, 2021: Be launched Cake by VPBank Digital Bank

· January 18, 2021: Launch of Buy Air Tickets feature

· March 25, 2021: Further expanded to 21 cities with be Taxi

Vision: We aim to be THE SOLUTION for every customer’s daily life needs.
We’re working towards improving society through innovation and technology.
Mission: Our meticulous care and drive to set new standards will revolutionize
the industry. We always commit to deliver the highest customers’ satisfaction
our customer satisfaction

Brand value:

- Community

- Innovation

- Empowerment On first in every course of action, no matter how little it seems.

2. Existing service portfolio of Be

Transport: Conveniently get from A to B with beCar/beBike/beTaxi. Already

available in many provinces and cities nationwide.

Delivery: Transporting goods from one place to another at the request of the
customer

BeFlight: Booking airplane ticket

3. the type of new product opportunity you intend to pursue

Currently, Be is considered a 'dinosaur rookie' in the car booking in Vietnam.

Since its launch, on the ride-hailing application platform 'Be', there are several
services such as car booking, delivery services, loyalty programs, etc. The idea
of launching the 'Online food ordering' service on the platform is potential. It is
considered ‘New-to-the-firm products’ because it didn’t exist in its portfolio
before. These are not new to the world but are new to the firm and add a new
product line to the existing portfolio.

- Market Analysis:

● The growth of food delivery service:

Vietnam is a country with a lot of potential for online food delivery thanks to
young people's quick access to modern trends, urban lifestyles, the spread of
technology, and smartphones. In particular, payment methods via e-wallets such
as Momo, Zalopay, Airpay, Paypal... are modern, simple, fast payment
methods, saving time and better spending management. In addition, the majority
of Millennials (born in 1980-1995) and Gen Z (born after 1995) have
contributed to changing Vietnamese people's eating and consumption habits,
towards delivery solutions on-site, safe, convenient and quick to respond to
needs.

Food delivery services are constantly being improved, invested and expanded.
In turn, from "pioneer" units like Now to Grab with rapid development, then to
units like Gojek, Beamin, Loship... with a series of incentives and promotions to
attract customers. , compete for market share

● Covid-19:

From the end of 2019 until now, Vietnam and the world have both faced the
Covid-19 epidemic. The epidemic has greatly affected the economy and
especially the service industries because people limit going out, restricting large
gatherings, making the trend of food delivery become more and more popular.

● Two main groups of food delivery apps:

In the online food delivery market, it can be divided into two main groups of
applications. The first group is the applications that only specialize in food
delivery like Now, the other group is the ride-hailing apps with additional food
delivery services like Grab or Gojek. Thus, if Be participates in the food market,
it will have the advantage of a powerful shipper team. Moreover, Be has always
been recognized by customers as a cheap technology motorbike taxi brand, and
shipping costs for orders will also be a competitive factor with other
competitors.

4. the new service opportunity the group intends to investigate

- Be’s Project:

Since other competitors have appeared for a long time in the market and each
was well-known by its distinguished characteristics, there are some new
features that Grab, or Now or Baemin don't have which will make Be different
from them.

● Launch a campaign with the slogan: “Be yourself, Be different”

Key message: Each of us is a distinct individual. Just be yourself, don’t be
afraid of being different from others. After all, no one is similar, we are
distinguished.

Be will promote their food collections which have their features such as “Be
healthy”, “Be sweet”, “Be a friend”, …

● Launch a campaign “Companion with Health workforce” during the

Covid-19 epidemic season

COVID-19 pandemic is in almost all over the world, including Vietnam.

Therefore, the health workforce is the first and foremost human resource against
COVID-19. Be will launch a campaign like “Companion with Health
workforce”: All the doctors, nurses or people working in medical will be given
vouchers, freeship codes, small encouraging gifts/notes and so on when
ordering foods. It’s a way to show our gratitude to people against diseases,
which helps increase brand awareness and affection.

● Order dishes in places

An example will be illustrated to show the user’s need. A party is held with a
lot of dishes. However, each restaurant has its own “signature” dishes. So,
ordering different dishes in different places is a solution so that customers’
choices are not limited.

● Delivery 1 dish for more than one address

Let’s take a look at the example below. For example, a mother does not have
time to prepare lunch for her family and each member of her family
works/studies in different places. Her children are too young to order by
themselves. If she can order food for her family in different places, she may
experience convenience. Or 2 friends/ lovers are apart from each other but they
want to enjoy a meal together, which brings more happiness and closeness. Be
can see them as opportunities for setting up this type of order, which may help
consumers have a better experience.

● Voucher discount:

Types of services such as delivery, transportation or food delivery, … create a

whole ecosystem. As a result, Be will integrate some vouchers which can be
converted in use. For example, Be’s voucher of transportation has the same
function in delivery, which may increase the brand’s loyalty.

● Corporate with diverse food store

Service industry is considered to be a specific economic sector. We easily find

places selling food, from luxurious restaurants to small food stalls. Especially,
some food stalls are often in lanes or alleys, which is hard for people to find out
or try out their dishes. Be will take into consideration the corporation with such
food stalls. It is, in some ways, a good thing to diversify the options, which may
attract Be’s users.

● Game for waiting time

Customers may feel bored in waiting times such as waiting for food delivery, or
transportation or delivery. Developing a game for customers in the period above
is an excellent solution to help them feel less bored and get some promotion,
which can be used for the whole ecosystem in Be.

5. Data & information conduct

- Internal sources:

● R & D department (main):

R & D is a central part of the business, where experts work, conduct market
research and analysis to measure the feasibility of new ideas. (in conjunction
with other departments)

● Employees:

Employees are people who work and are also customers who experience
products/services from other parties.

- External sources

● Customers:

Customers are the most important source of information to generate new service
development ideas. Their needs, wants and desires reflect market opportunities.
Conducting online/offline surveys is to give accurate statistics to develop new
product/service ideas.

● Competitors:

Competitor analysis is a way to analyze how the market is doing, assessing what
players are adequate and what is lacking in the market.

● Other

Market survey agencies, social media trends, KOLS influence, news, other
research, etc,...

6. Team-roles and responsibilities dividing

Name Role Task

Hương Chi Leader Follow up the work
progress of the whole
team, divide the work
equally among team
members, learn about
barriers when launching
new services and
synthesize ideas,
complete the proposal
Như Anh Member Analysis current target
market characteristics and
the type of new product
opportunity you intend to
pursue
Hoài Phương Member Find general information
about Be Group and the
services Be is providing,
report the meeting
Diệu Huyền Member Find information and
analysis the new service
 opportunity the group
intends to investigate
Trung Hiếu Member Analysis the strengths and
weaknesses of Be group,
find and research data and
information for the
proposal, schedule
meetings for the group

In addition to their own tasks, members must have the task of monitoring the
entire daily report to understand and leave comments for new ideas.

7. How and when the team will meet to progress their assignment and
contingency plans for variation to plans

- Meeting through teams every 4 days, to check progress and solve problems

- Minutes of the meeting will be recorded by the secretary in case members are
absent

- Supplementing the updated work on the docs and members are responsible for
checking the report at 18:00 (2 days apart) and leaving comments for new ideas
to be taken note

- The team leader will have to track the deadline set and remind the submission
deadline

8. Back up plan

- Competitor:

● Food delivery applications such as Now, Grab, Go-food, Loship, ... have
been present for a long time in Vietnam. Consumers in Vietnam often know and
use Grabfood more than other applications

● Creating a new feature to stand out among delivery apps is the key to help
Be compete with other delivery apps in Vietnam.
● Be has wide and extensive drivers because of its remuneration policy. It
helps Be to compete directly with drivers from restaurants or other applications.
It also helps Be partner to approach customers when partners lack staff.

- Promotion:

Sometimes Grab and Now have more promotions than Be because their partner
can offer the customer a voucher or discount when their consumer uses these
apps to order food.

Grab continuously offers promotions for customers using credit cards of banks
such as ACB, Techcombank to purchase food on the app. Discount up to 70%
when customers link their bank card with grab for the first time

NowFood has combined with Shopee to bring this app on the same platform. It
is easier for consumers to use, and at the same time, this combination makes
consumers extremely excited. Customers will receive 10 freeship code and 10
discount voucher for buying food on Shopee platform

Be will offer additional discounts to restaurant units and lower its commissions
to promote diversity for the platform. Because Be in the mind of the customer is
mainly remembered as the affordable carrier. Therefore, Be will use its name,
reputation and service quality as a competitive advantage for the new service,
and at the same time take advantage of the difference in prestige and price to
influence the market. customer buying decision

- Mobile App Problem

Creating a new widget takes a lot of time. Besides, expenditure for the IT
department occupied a huge amount of money maintain this feature and update
the new recipe frequently for it

● Pressure on delivery time and food freshness

Because nowadays, the trend of ordering food online is more and more popular,
especially at peak hours such as lunch break, work. This is a problem with most
online food ordering apps. Therefore, time pressure is inevitable, especially
with famous and well-known partner restaurants to order.
In addition, the drivers must also ensure the freshness of the product when it is
delivered to the customer. Examples of loss of freshness are hot foods that have
cooled when delivered to customers, or cold, iced foods that have melted when
delivered. That is not what the customer wants.

Be will develop a thermos bag with a thermoplastic material for the longest
expected delivery time to ensure the quality of your meal. In addition, we will
have a policy not to match your order with any other customers within the
nearby restaurant even if it increases the number of orders on the app. Each
passenger will have a personal driver to serve the food. Doing so will not help
you to wait for food for too long, affecting your personal work.

● Food safety and hygiene

With the number of restaurants cooperating with Be diverse, growing over time,
quality safety, food safety and hygiene are sometimes things that Be can't
control. However, between Be and the food supplier, there will be constraints
on the process of receiving and delivering food that ensures quality and safety.
After using food and drinks, customers encounter problems such as abdominal
pain, poisoning ... depending on the specific case, there will be different
handling. First of all, the exact cause of abdominal pain must be determined:
Due to improper use by customers (such as overdue, not preserved according to
instructions); or because they have previously eaten other foods that may cause
bad reactions to the delivered food… Depending on the conclusion of the
medical facility, it is possible to consider the responsibility and determine the
fault of the parties. If the food comes from a partner, Be will still compensate
the customer for the inconvenience caused by using the service and stop
cooperating with the food supplier because of a breach of the contract
agreement.

● Environmental Protection

The rapid growth of food delivery applications is causing a bad situation for the
environment by consuming and disposing of food and drink containers,
disposable chopsticks, plastic spoons and nylon bags every day.

Moreover, in the context that Vietnam's waste treatment and recycling system is
outdated, almost all plastic waste is sent to landfills or left open, where they can
easily drift into the sea. Under the marine environment, plastic takes hundreds
of years to decompose.

Therefore, Be will create a green campaign: there are announcements and

messages to customers, encouraging people to protect the environment by
accumulating bonus points or giving promotions and discounts to customers
with each order food without using plastic utensils, reducing fees and
commission rates for partner restaurants using food containers, spoons,
chopsticks and bags made from easy to destroy, friendly materials environment
to minimize the disposal of plastic waste into the environment.