Lincoln University

Entrepreneurial Management
Professor: Tesfaye Ketsela, Ph.D
Group 3:

1. Tran Thi Ngoc Anh _ Leader

2. Tong Hoang Duy
3. Nguyen Le Ve Giang
4. Nguyen Duy Nhan
5. Nguyen Thi Hoang Oanh
6. Le Truong Thinh
7. Ho Ngoc Bao Tran
8. Nguyen Thi Bao Tran
Content
Different Difference between Hotel and Restaurant..................3
Business/ Company.............................................................................3
Women clothing......................................................................... 4
Luxury hotel............................................................................... 8
Cosmetics ................................................................................. 13

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A. Difference between Hotel and Restaurant
Hotels
Basic Purpose Provide accommodation.
Restaurants in Hotels Can contain a restaurant.
Variation Size, amenities, and price.
Facilities Can provide facilities such
as en-suite bathrooms,
swimming pools, lounge,
conference rooms, bar,
restaurant, room service,
childcare, etc.
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Restaurants
Provide food and drink.
Can be part of a hotel.
Menu style, preparation
and serving methods
and price.
Can provide facilities like
washrooms, parking,
lounge and a play area
for kids.
 B. Business/ Company:

1. It has been in existence

Renbytee is a Vietnam Local brand clothing-retail company known for its
fast-fashion clothing for women.
It all began when Tee finished fashion course in France, in the year
2014.One years later, she started off a small store that was named as Ren
in her apartment at District 7.
She then changed the name as Renbytee. The store slowly expanded its
products from the small room to the big store in one of the most popular
place in HCM in 2016.
2. Location
Renbytee be located in District 1, in a space between District 5 and
District 10. The address is 2A Nguyễn Thiep, Ward 11, District 1, HCM.
This is an excellent location to serve our target market. The store is
centrally located and easy to reach from anywhere in the metropolitan
area. Traffic at this location is one of the highest in the District 5 area.

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The Renbytee Store is centrally located on Nguyễn Trãi Road between the
few entertainment venues available and within less than 2 km of big
shopping mall, such as Bến Thành market, Sai Gòn Central.
3. Form of ownership: Sole proprietorship
Interview the owner or manager and find out the following:
3.1. How profitable is the business?
Renbytee buy clothing from manufacturer factory with wholesale price.
Then, we sell to customer with retail price that price we sell product. After
minus all operating cost, this is profitable of my business.
Wholesale price: Cost of good sold.
Operating cost:
o Sales and marketing costs.
o Repair and maintenance costs.
o Salary and wage expenses.
o Utility expenses: Electric bill, water …

Example: A $50 T-shirt, minus the $20 cost of the goods, minus the $10
operating costs. Finally, I learned $20 from this T-shirt.

3.2. How do you reach your customers (methods of advertising)?

Social media websites, such as Facebook, Instagram and Twitter, are ideal
for instant communication with potential customers.

 Use Facebook updates as run ads to entice people in to visit my

store.
 Take it even further with Facebook and post photos of popular store
items and new merchandise.
 Post status updates about sales, special promotions, events and
industry news.
 Creating our own websites.

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Print advertising Creating flyers or postcards with basic desktop
publishing software and hire someone to hand them out to passersby.
Method to bring customers backs and turns them into repeat customers.

 Put stacks of postcards or flyers on your checkout counter and near

the door that offer something of value on their next visit, such as free
samples or a coupon.
 Use signage inside my store to highlight products and specials.
 Instruct my salespeople to promote upcoming sales or events to your
customers and invite them to visit again.
 Ask customers to sign-up for email or print communications from
our business and make it clear that we will keep their contact information
private and secure.

3.3. What are some of the challenges the business faces?

 The attention of customers: New brand will hard to take attention
with the new customers because there is lots of clothing brand in market.
 Finding out point differential: The unique store but it’s still
following the trend in market.
 Customers’ satisfaction: Everyone has their own expectations, so we
will hard to satify at all.
 Pricing strategy: Customers always want to buy the cheapest product
with the highest quality.
 Product return: When they return product, we will lost more time
and cost to repair this product.
 Delivery: Time quickly but still minimize cost to transfer for
customers.
 Income and tax: New store will had unexpected profit but we must
pay tax for government.

3.4. What short-term plans (1 to 2 years) does the business have?

What are the long-term (5 to 10 years) plans?

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 Short-term plans: Renbytee don't want to earn more profit. We want
it enough to maintain the store. Because This is time to growing the
prestige and quality of the store.
 Long-term: Renbytee want to become a manufacturer to produce
own product, that will help our down the price of clothings. Following
that, We open more stores in many place as District 1 and 3. Finally, When
we recover capital and find a lots of profit, we will start charities to help
unlucky people.

3.5. Does the business have a website? If so, visit the website for
the company and check what information you can find
The business will have a website: http://www.renbytee.net/
Website is very important with Clothing store. Our potential customers can
find out about you and any of our products online.
The website runs 24/7 without any supervision or need to lock it up.
Customers can see all information of our product as size, color and price.
Beside, when they are looking for models wears clothings, customers can
figure to oneself the real product. Then, the web will help they to buy
product online everytime without going outside.
Finally, Website is a place to help our company and customers closer.
They can contact with our and give some feedback and complain anytime
to help improve our product and service.

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1. It has been in existence
Muong Thanh was established in 1997, in Dien Bien province. Later,
Muong Thanh was developed in Hanoi. In successive years, Muong
Thanh was developed very strongly in the country.
In 2015, Muong Thanh has developed into a luxury hotel in the
provinces in Vietnam and has officially added to its "Largest Private
Hotel Chain in Vietnam" with 45 hotels and projects. The hotel
stretches across the country.
2. Location
Muong Thanh usually chooses the locate in the center of Province/ City
where the most tourist attractions to open such as: Hanoi capital, Ho
Chi Minh City, Ca Mau Province, Can Tho City, Ba Ria – Vung Tau,
etc… There are have a lot of tourism and the backgrounds are beautiful
to see. Beside, Muong Thanh also expand in Cambodia.
3. Form of ownership: Sole proprietorship
Interview the owner or manager and find out the following:
3.1. How profitable is the business?

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Capital in 1997: 200 billion VND.
"The growth of tourism in Vietnam in 2017 is driven by the strong
promotion of tourism companies and hotels (including Muong Thanh)
with the General Department of Tourism for the East market. North
Asia, Western Europe 2 - 3 years ago. Particularly in the Muong Thanh
hotel system, the units also try to find customers, maintain the market,
find new customers, and take care of customers long. As a result, the
total revenue of the corporation in 2016 has increased by 17%, in 2017
increased 28% over the same period. Average room rates have
increased year by year from 15-25%, "Pham Hong Dung - Deputy
General Director of the Group said.
In 2017, the total revenue from tourism reached about 510,000 billion
VND with nearly 13 million international visitors and about 73 million
domestic visitors.
3.2. How do you reach your customers (methods of advertising)?
Uses both direct and indirect
distribution channels.
+ Direct: using the human
resources directly responsible
for selling products (business,
booking, reception)
+ Indirect: distribution of
products through tour operators,
travel agents calendar, travel
agency, travel agency online (agoda, booking, tripadvisor...)
Intermediary use is not widespread, limited in quantity.
3.3. What are some of the challenges the business faces?
For tourists: To make the tourists come back, there is no other way than
to improve the quality of service, the addition of new tourism products,
high quality. The Group faces a number of other challenges, such as

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 "gray matter" bleeding, high food prices, and facilities in some hotels
that have been downgraded for a long time, repair… because of the
number of international tourists return to Vietnam is low, only about
5% (Singapore is 85%, Thailand is 82%).
With market: Orientation in 2018, Muong Thanh will continue to
maintain the traditional Northeast Asia market, while promoting the
European-American market. Northeast Asia market is still very
potential, only China market has 180 million foreign tourists each year.
On the staff side: the representative office will promote the training,
organize programs to share knowledge and experience to improve
professional skills, management skills, and especially for the Board of
Directors Member units.
3.4. What short-term plans (1 to 2 years) does the business have?
What are the long-term (5 to 10 years) plans?
The hotel has a large campus, equipped with bold features of the

The North West, landscaped gardens are arranged harmoniously,

swimming pool and parking lot convenient. Guests staying here will have
a relaxing moment. Really comfortable, because of the surrounding is
beautiful scenery like Han River, sea.... Feeling comfortable, cozy and
luxurious. Space in the cool room, clean, each room has windows facing
out, closed room with bathtub located, meeting the needs of all
businessmen and tourists. Muong Thanh Hotel beautiful in place,

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luxurious architecture, diverse in cuisine and specialties. Business in the
style of service will certainly bring comfort to visitors that little place
compared. The hotel has a large, well-furnished interior of the North West,
a landscaped orchard, a relaxing swimming pool and convenient parking.
Guests staying here will have some relaxing moments really comfortable
because the surrounding are beautiful views like the River, the sea

The hotel has a large, well-furnished interior of the North West, a

landscaped orchard, a relaxing swimming pool and convenient parking.
Guests staying here will have some relaxing moments really comfortable
because the surrounding are beautiful views like the River, the sea,
mountain.

Guests enjoy the beauty of the city light on the romantic Han River with
the luxury of Tourane Bar at the top floor of the hotel. Rooms at Muong
Thanh Hotel are designed in modern architectural style.

Feeling comfortable, cozy and luxurious. The space in the room is airy,
clean, each room has windows facing out, closed rooms have bathtub
located, meet the needs of all businessmen and tourists. Muong Thanh
Hotel is beautifully located, luxurious architecture, diverse in cuisine and
professional in style of service will certainly bring comfort to visitors that
few places match. The hotel has the facilities: free Wifi, restaurant,
elevator, meeting room equipment, massage, parking, coffee shop,
smoking area, family's room, computers with internet access. Competitors
of Muong Thanh hotel include hotels: Diamond Sea, A La Carte, Minh
Toan Galaxy, Samdi Hotel, Holiday Beach, Green Plaza ... These are 4
star and 5 star standard hotel on the route by sea or in the city. Travel
agent marketing. Through travel companies, airlines such as Vietnam
Airline, Vietjet ... The price is competitive with high competitive products.
Product distribution strategy "Selective distribution policy"

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 3.5. Does the business have a website? If so, visit the website for
the company and check what information you can find
Website is very important with the hotel. Our potential customers can find
out about you and any from our services. The customers can search the
website: http://muongthanh.com.
Promotion strategy

 Advertise on the hotel website:

http://granddanang.muongthanh.com/
 Ads on Facebook social networking site
 Place flyers at airports, major travel agencies.
 Hanging poster.
 Promotion to encourage distribution agents to sell services to

Potential customer: commission

Promotion: gift card foot massage, discount city tour.
Direct sales: staff directly consulting, sales for young, experienced,
fluent in speaking to increase conviction for customers.
Direct marketing: send information about products to potential
customers via mailbox, personal phone.

In the future, Muong Thanh Hotel Group will continue to develop and
expand the scale of hotel chains, high-end resorts stretching across the
country and reaching out to other Indochina countries, private hotels up to
international standards. With the business criteria associated with social
responsibility, the introduction of Muong Thanh hotels into operation has
contributed to the development of local economy through the creation of
employment environment, improve quality of life Live workers and
support community activities.

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 It has been in existence and location of SK-II
SK-II (pronounced S-K-Two) is a Japanese cosmetic brand launched in
1980. It is owned by Procter & Gamble; is sold and marketed as a
premium skincare solution in East Asia, Australia, Europe, North America
and South America. SK-II claims that active ingredients can make younger
skin and marketing support claims of improvement visible within a month.

Headquarters in Japan, area of operation global.

Website: https://www.sk-ii.com/

1. Form of ownership: Sole proprietorship

Interview the owner or manager and find out the following:

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 1.1. How do you reach your customers (methods of advertising)?
Marketing strategies of SK-II

 Word-of-mouth marketing is highly viral thanks to the influence of

leading brand ambassadors in the region.
 Collaboration between brands, designers, beauty bloggers and
influencers through online and digital platforms has spread the brand
image and increased access to potential young customers.
 SK-II has attracted such popular female celebrities around the world as
movie stars Cate Blanchett and Kate Bosworth, Japanese actresses
Kaori Momoi, Koyuki Kato and Haruka Ayase, Hee Ae Kim, Soo Jung
Lim , Yeon Hee Lee and Yo Ji-Tae in Korea, Tang Wei, Lee Sinje and
QiQi in China, Sheila Sim in Singapore, Jaeb in Thailand, and Susan
Bachtiar in Indonesia.
 Campaigns and "listening" policies not only help SK-II build trust but
also understand their customers. SK-II is one of the cosmetic brands
that allows customers to evaluate products, share information and
comment directly on their website, SK-II from which to gather valuable
data to improve product advancement.

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 In addition, My Crystal Club is considered the leading member portal
of SK-II, a club that provides members with special events and the best
incentive programs. My Crystal Club also offers a chance for women to
meet and communicate with each other, inspire, find and share their
beauty tips, lifestyles and a happy journey with SK-II cosmetics.
 The #ChangeDestiny movement, launched in 2015, is one of the most
important marketing strategies to date, tasked with advancing the
mission of SK-II's anti-aging products. Annual events such as Mothers'
Day Brunch or The Expiry Date - #ChangeDestiny, organized by My
Crystal Club, have been built with a profoundly beautiful and positive
meaningful philosophy, to connect the The woman, encouraging herself
to love, pursue her dreams, and overcome personal limitations and
social stereotypes.
1.2. What are some of the challenges the business faces?
The difficulties that SKII encountered

SKII is one of the few Asian brands to be included in the list of the world's
most popular and well-known cosmetics brands.
SKII also encountered difficulties in the process of bringing its products to
the world when it decided to take its brand out of the domestic market,
Shiseido also faced fierce competition from the famous brands at the time
hours of France and America.
The potential of the SK-II cosmetic brand has been spelled out after the
scientists succeeded in isolating a strain of yeast carrying their "Secret
Key" mission. Derived from natural fermentation, Pitera , the commercial
name for Saccharomycopsis ferment filtrate (SFF), is a biologically active
ingredient that is similar to the body's natural moisturizing factors.
Revitalizes, brightens, wrinkles, increases elasticity and softness. Pitera
has the potential to boost the natural rejuvenation of the skin, as a result of
the formula: natural + technology, providing skin care solutions that every
woman desires.
Because of this, the number of customers coming to SKII is limited, as the
composition of the product cannot fit all types of skin, especially sensitive
skin. Some people who use SKII products, especially essence, will suffer
from allergies, redness or acne, so it is recommended that consumers
consider before using or buying the product. Kit set to try before.

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 1.3. What short-term plans (1 to 2 years) does the business have?
What are the long-term (5 to 10 years) plans?
The short-term plan for SK-II in the next 1 to years is develop the line of
skin care products for men.
SK-II’s long –term plan is to penetrate into the Asian markets.
Beginning in the Chinese market, the SK-II cosmetics brand regularly
launches innovative and unique promotional campaigns that attract the
attention of consumers not only in Asia. It also impresses with the beauty
industry around the world. The campaign, which explores the social
aspects that are very vulnerable to this huge community, in addition to
promoting the product, also offers goodwill, help to alleviate the crisis that
modern women to endure.

The #ChangeDestiny movement is seen as a pioneering step in the

evolution, inspiration, change of destiny and empowerment of women.

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The #ChangeDestiny 2016 Marriage Campaign was directed to Leftover
Women and pointed to the stigma of single women over 27 in China. The
spread of this campaign has increased SK-II's awareness of the Chinese
market, while elevating its position to # 2 in the skin care category.
Currently, SK-II cosmetics are available in most of Asian developed
countries such as China, Hong Kong, Taiwan, Korea, Thailand, Singapore,
Malaysia, and Vietnam.

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