1.

1 Objective of ours study

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 .

1.2 Report flow

Section 1: Introduction - We will introduce the Pizza 4P’s company, study

objectives and report flow.
Section 2: Market & Competitors Analysis - We will Analyze the current market
situation for the
service and identify the competitors of Pizza 4P’s.
Section 3: Target customers analysis & Positioning Strategy - We will identify the
target customers of the company and describe some of target customers' relevant
behaviors and identify positioning strategy of Pizza 4P’s.
Section 4:
Section 5:
Then, we will conduct the conclusion of Pizza 4P's marketing-mix 7P strategy

1.3 Introduce

Figure 1.1: Logo of Pizza 4P’s

4P's operates in four areas: restaurants, cheese production, cheese wholesale, and
dairy retail. With the main business is Pizza 4P's. The founder of Pizza 4P's chain
is Masuko Yosuke. After graduating from university, Masuko worked for a trading
company, then managed for the famous investment fund Cyber Agent. After
quitting his job, in 2011 he opened the first Pizza 4P's store in Ho Chi Minh with
an initial capital of 100,000 USD. In the middle of May 2019, Pizza 4P's restaurant
chain completed receiving investment capital from Mekong Capital's fund,
marking a new stage after 8 years of starting a business in Vietnam. Previously,
Pizza 4P's had received capital from Seedcom, a start-up investment fund chaired
by Mr. Dinh Anh Huan, former Co-Founder of Mobile World (MWG). In addition,
Pizza 4P's also received capital from Chikaranomoto (who owns the Ippudo ramen
restaurant chain in Japan) and Locotto.

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.

1.4 Core values

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.

1.5 Vision and mission

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.

Section 2. Market & Competitors Analysis

2.1 Market situation
Vietnam has more than 100 million people, most of which are young 60% under 35
years old and
GDP has grown steadily at over 6%, per capita income has grown steadily over the
past 10 years
and reached 2,200 USD last year. Vietnam is an attractive market for fast food
business groups.
According to statistics of the Ministry of Industry and Trade, in the past 8 years,
this agency has
licensed nearly 150 foreign brands and brands to Vietnam. In which, the restaurant
sector accounts for the largest proportion, with more than 43%, including more
than 40 brands of fast-food restaurants, cakes, coffee, beverages, restaurants, hot
pot... According to the data According to market research, the fast food industry in
Vietnam is still growing at double digits and this makes this industry even more
attractive to domestic and foreign investors who want to participate in the market.
The competition is getting more and fiercer, from location to human resources and
branding, to dominate market share.

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

STRATEGY Pizza buzza Pizza hut Domino

Product Core Product: Core Product: The Core Product:
The most recognizable Domino's is widely
dishes at Buzza feature of Pizza Hut known for its fresh
Pizza is the pizzas with and quality pizzas.
are kept the very good quality Food product
original and a variety of containers are
Italian flavor but sizes and specially designed to
still types. Most people keep things fresh and
make Vietnamese love the variety of hot. The products
people excited. flavors they have. offered are both
This vegetarian and non-
pizza is Italian Information: vegetarian.
because the recipe Information about
is menus, addresses, Information:
completely like a food prices, Menu information,
traditional pizza, promotions, or addresses, food
with contact prices, promotions or
tomato sauce, information is contact information
mozzarella cheese posted on the are all posted on the
but restaurant's website restaurant's website
full of Vietnamese and main fan page. and main fanpage. In
flavor thanks to the particular, Domino
chicken, onion, and Order-Taking: also has an order
garlic. There are Customers can come tracking section that
also a variety of to the restaurant to is highly appreciated
cakes up to 14 order immediately by many customers.
types. or at the place and
then come the next Order-Taking:
Information: day or make an
Information about appointment in Like the other two
menus, addresses, advance companies,
or dishes is posted via the website or customers can come
on channels such call directly. to the restaurant to
as the website, fan Accompanying order immediately or
page, hotline, etc. Pizza Hut is Pizza at the place and then
of the restaurant. Hut Delivery, like come the next day or
Dominos, focusing make an appointment
Order-Taking: on Deliver pizzas to in advance via the
Customers have customers' homes. website or call
the right to request directly. Domino's
immediate use or Billing: also focuses on
make a reservation, Pizza Hut's invoice delivering pizzas to
make an and payment customers' homes.
appointment in process is very
advance. Can book quick and has Billing:
via website or call enough specific Domino always
directly. information on the carefully checks the
bill. information before
Billing: issuing the bill and
Invoicing service Payment: waits for the
process. A standard Currently, Pizza Hut customer to check it
invoice must has 4 popular forms again to make sure
include customer of payment: cash or there are no errors.
information, time via bank card, ATM,
and location of and momo e- wallet. Payment:
service, and details There are also Domino also follows
of charges. vouchers, coupons... the times of having
continuous for more forms of
Payment: customers payment by e- wallet,
Currently, Buzza bank card besides
has 2 popular Consultation: paying cash.
forms of payment: Staff will
cash or bank card. enthusiastically Consultation
There are also support customers to The staff will give
vouchers, know the available the menu and
coupons... dishes and advise on introduce each dish,
choosing the right the best seller to
Consultation: dish according to customers.
Before deciding to the customer's
choose a dish, wishes. Hospitality:
customers will be Entering Domino's,
suggested by the Hospitality: you will definitely
staff to choose feel the luxurious but
which dish suits The staff is always close atmosphere by
their needs. welcoming, smiling, the eye- catching
Hospitality: and welcoming colors and bright
guests in a friendly smiles of the staff.
Staff is extremely way, creating a very Safekeeping:
close feeling
well trained and
The restaurant has a
show hospitality Safekeeping: security guard and an
The restaurant has a extremely safe
and warmth in security guard and parking area for
welcoming an extremely safe customers.
parking area for
customers. customers. Exceptions:
To ensure that
Exceptions: customers are always
Safekeeping: Pizza Hut always satisfied with the
The restaurant has cares about the service that Domino
a security guard customer's feelings, provides, the
so if there is a bad restaurant always
and an extremely influence, it will has a customer
safe parking area immediately take survey campaign to
measures to solve see if there are any
for customers. the problem and suggestions on what
recreate the is not good to
Exceptions: sympathy. improve.

staff is always
flexible to handle
problems or special
requests from
customers.
Depending on the
situation, the staff
will offer a
satisfactory
solution