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As a branch of the fast food business, the revenue of pizza and burger chains has
continuously
increased in recent years. In terms of scale, this restaurant chain is still behind the
fried chicken
chains, but the growth rate is much higher.
In 2019, the Pizza Hut chain achieved a revenue of VND 749 billion, while The
Pizza Company
achieved more than VND 617 billion, up 21.8% and 24% compared to 2018.
Considered "later
born, late born" in this group, but Pizza also continued to close the gap when 4P’s
recording
revenue of nearly 570 billion dong, up 34%.
Pizza easily wins the hearts of customers thanks to the main ingredient made from
wheat flour,
similar to bread, which is familiar to the taste of Vietnamese people. In a report
three years ago,
Euromonitor once valued the pizza market in Vietnam with a scale of nearly $120
million.
Therefore, our team chose to analyze the Marketing Mix activities of Pizza 's
restaurant 4P’s
service of Pizza Joint Stock Company. 4P’s
For the purpose of mentioning and analyzing the problems in the implementation
of Pizza 4P's
Marketing strategy to be able to offer, analyze and clarify how the restaurant has
built its brand,
built its position and approached than with customers. In this report, we apply the
knowledge we
have learned to analyze the operation management of Pizza 4P's restaurant and
offer
suggestions and solutions to improve .
1.3 Introduce
At the time of 2017, when there were only 7 stores, Pizza 4P's was valued at about
20 million
USD. As of April 2020, there are a total of 26 restaurants. The main restaurant is
Pizza 4P's, with
20 stores (including vending carts) in Vietnam. Besides doing business at Pizza
4P's, 4P's also produces its own cheese to sell at stores and online stores as well as
to supply 5-star hotels, restaurants... Initially, the factory mainly produces
mozzarella cheese to supply the restaurant, but until now the scale has grown to 8
types of cheese, and also produces other dairy products such as yogurt, cakes
puddings, etc.
Pizza 4P's Online Store was established after realizing the increasing demand for
clean food from customers, providing them with quality products, improving their
health.
The name 4P's means "For Peace" - Peace pervades the world. The idea of "Peace"
means living
happily and actively living in peace. The brand and logo of 4P's embodies the
desire to always
bring rich experiences to help each guest entering their world reap something
positive and exciting.
Its culinary experiences that make the heart dance and spread positive energy.
Every guest when
leaving has a positive feeling, even if it's just a little.
Pizza 4P's understands that, delicious is only the minimum requirement of a dish,
customers will
smile more and be more satisfied when the dish is both safe and healthy. That's
why 4P's put the
idea of "Farm to table" into practice. “Farm to table” has become the core value
that helps dishes at Pizza 4P’s receive 10 points of trust from diners.
Pizza 4P’s vision: “Make the World Smile for Peace” – Bring a peaceful smile to
the world”. Pizza 4P's ambition is not simply "A great Pizza restaurant". More than
quality products, Pizza 4P's also wants to help customers feel joy and happiness
through positive energy from its members. By spreading smiles, Pizza 4P's hopes
to make an impact to change the world."
Pizza 4P’s mission: “Delivering Wow, Sharing Happiness” – Bringing “Wow”,
Sharing
Happiness. It describes a delightful surprise, an experience that can make your
heart dance, an
abundance of positive energy and an uplifting spirit. That excitement and positive
energy is what
it is a big step to the feeling of "Happiness". By "sharing" that with many people,
Pizza 4P's
believes that happiness will spread and fill the world The result … of "Delivering
Wow, Sharing
Happiness" is a smile. . To be able to bring happiness to customers, 4P's believes
that bringing
happiness to employees working at the Company is also very important.
4P's has spent a lot of effort to bring the restaurant with a pleasant dining space,
customers always feel comfortable, come and want to stay forever. The guideline
for all activities of Pizza 4p's is "Omotenashi", which means the spirit of
welcoming guests with all your heart, showing the hospitality of the Japanese
people. Omotenashi embodies a thoughtful way of thinking about the customer
rather than simply completing the task.
This strong competition is probably one of the factors that led to some restaurants
closing in recent times. However, this is also normal in business and each brand
will balance itself in its business strategy to operate effectively. In a recent survey,
up to 80% of respondents have ever used a food delivery service, which proves that
the market's demand is very large for this type of service. Technology is also
changing the way customers make purchases, such as online or mobile purchases,
cashless payments, and ewallets.
Currently, in addition to foreign fast-food brands that have been operating for
many years such as
Pizza Hut, KFC, Lotteria, etc., Vietnam's fast food market is quite active. The
emergence of
domestic fast food brands, as well as other foreign investors entering the
Vietnamese market,
makes Vietnam's fast food market increasingly diverse and diverse.
Vietnam is a developing country, on the way to integrate with the world, is
importing Western
cultural features, and is the latest cultural trend in the field of cuisine. Pizza 4P’s
officially entered the Vietnamese market in 2011, in the context that Vietnam's fast
food industry is still new. Today, with the economic development, the fast-food
industry tends to grow faster in the Vietnamese market, especially after the covid
epidemic.
Famous for being a busy pizza restaurant chain and not taking home delivery to
preserve the unique
experience of dining out, Pizza 4P's eventually had to change to adapt to the reality
of the food
delivery chain.
2.2 Competitors
Regarding competitors in the field of pizza restaurants, there are many competitors
in which there
are 3 big competitors that have the most similarities with 4P's:
Table 2.1: Competitors of Pizza 4P's
staff is always
flexible to handle
problems or special
requests from
customers.
Depending on the
situation, the staff
will offer a
satisfactory
solution