PHÁT TRIỂN CHIẾN LƯỢC MARKETING CHO NHÀ HÀNG CƠM VIỆT TẠI CÔNG TY TNHH TM-DV VÀ DU LỊCH TRẦN GIA DEVELOPING A MARKETING STRATEGY FOR VIET RESTAURANT AT TRAN GIA COMPANY TABLE OF CONTENTS 2 LIST OF ACRONYMS Acronyms Co., Ltd Meaning Company limited 3 LIST OF FIGURES 4 LIST OF TABLES Introduction In times of open and integration with the region and the world, restaurant and food catering services industry in Vietnam has seen many remarkable changes Restaurant system has made progressive advances However, it is still an uncomfortable fact that Vietnamese’ habit of using dining services and daily food products is not appropriate and not hygienic Besides, fierce competition among restaurants, sidewalk food stall and beer restaurant has led to the situation of customer scrambling, price increasing and food quality reduced In addition, there are restaurants which spend huge investment in brand promotion yet neglect of Vietnamese cuisine’s core values With a population of over 80 million (chinhphu.vn), Vietnam ranks 15th among countries with largest population in the world Also, national living standard of Vietnamese is increasingly improved thanks to with the growing economy Nowadays, holding a family dinner, company dinner parties, or a luxury wedding with Vietnamese traditional style is not out of the reach to many people Thus, the ambition of getting rich from restaurant business starts to sparkle in many people’s minds Moreover, if a company wants to stay competitive, managing financial capability, production and technology is not enough It should also handle matters concerning proper management and maximizing the effectiveness of Marketing Mix 5 For companies in service industry, Marketing Mix system is particularly more important In a desire to improve restaurant operation, satisfy customer demand and enhance its competitiveness, the topic: “Developing a Marketing Strategy for Viet restaurant at TRAN GIA COMPANY” has been chosen 6 Research objectives Based on marketing theories & knowledge and a scientific approach of research methodology, the thesis aims to systematize theoretical basis on strategic marketing and marketing mix The research has applied theoretical basis to conduct a profound analysis and develop marketing strategy for Viet restaurant at Tran Gia Travel Services Trading Co., Ltd In addition, the thesis proposes a realistic and feasible marketing strategy and an action plan to effectively implement marketing strategies for Viet restaurant at Tran Gia Company Research study and research scope Research study: The thesis focuses on researching and developing marketing strategy for Viet restaurant at Tran Gia Travel Services Trading Co., Ltd Research scope: In theory: The thesis uses theories of marketing strategy, marketing mix and strategic business management Besides, the thesis only analyzes Viet restaurant project at Tran Gia Company Research Methodology First, the author made a literature review of secondary data sources via searching information in the textbooks, references, journals to understand about the market and in-depth studies of marketing strategy Data was collected from this source Next, the author applied quantitative analysis through primary data sources The author conducted questionnaires survey with a sample size of 50 Participants were asked about their assessments and comments on marketing strategy of Viet restaurant The author used qualitative analysis on content of individual interview to obtain necessary information to develop marketing strategy for Com Viet restaurant Thesis structure Besides the introduction, tables, illustrated models, conclusion and references, thesis content is structured into three chapters as follows: Chapter 1: Theoretical basis Chapter 2: Viet restaurant at Tran Gia Travel Services Trading Company limited and real situation of developing marketing strategy 7 Chapter 3: Proposal of Marketing Strategies and Marketing Plan for Viet restaurant 8 CHAPTER 1: THEORETICAL BASIS 1.1 Marketing Strategy 1.1.1 Marketing Basis According to Philip Kotler (2008), " Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and services of value freely with others” The core concept concerns about the: needs, wants, demands, products, customer value and satisfaction, transactions, market, marketing In modern view of marketing, marketing is defined as follows: "Marketing is the process of working with the market to carry out exchanges in order to satisfy the needs and desires of human being It is also understood that Marketing is a form of human activity (including organizations) in order to satisfy the needs and wants through exchange "(Tran Minh Dao, 2006) Figure 1-1: Core basis of Marketing: Need Desire Demand Product Marketing Exchange transaction, relationship Satisfied expense value Market (Source: Philip Kotler, 2008) Need: is a psychological condition when people feel deprived, want to consume, own a good or service Desire: is a special form of need which is corresponding to the level of culture and personality of the individual Demand: is need with accompanying condition of payment capability Product: is all that can satisfy desire or demand and is supplied in the market with the purpose of attracting attention, purchasing or consuming 9 The value of the consumer: is represented by the formula: V=B/P In which: V: value of the consumer B: Consumer’s aware behavior P: Product’s value Transaction: is a trading exchange of valuables between two parties Market: is understood as an open system in which there are presence of buyers, sellers, and intermediaries to promote integration and implementation of the exchange of money - goods to meet its needs Marketing: is human activity aimed at satisfying the needs and desires through exchange 1.1.2 The essence of marketing strategy: Marketing strategy shows capability level, league and competitive position of companies in the market When developing a marketing strategy, companies need to analyze their situation including individual and organization’s capability, goals and surplus value to individuals/groups/society This analysis aims to understand the opportunities and challenges that subjective and objective circumstances are bringing to the business Also, a general study of the company should be done to understand the company’s strengths and weaknesses A good marketing strategy should point out clearly how to utilize opportunities with strengths, restrain threats and overcome weakness Therefore, it is analyzing competitive position of the businesses that contributes to make a good marketing strategy 1.1.3 Marketing strategy characteristics Consistency: marketing strategy must be consistent with general development trend of the enterprise and is the orientation for overall operation of the company Marketing strategy must go in line with the development trend of the market 1.2 The process of developing a marketing strategy: In International Conference on “Marketing for new era” hosted by educational PACE consortium in 2007 in Ho Chi Minh City, Vietnamese entrepreneurs had the 10 10 Fried rice with Scarborough Mixed flowers rice Clam fried rice with shallot Flowers hotpot 40.000 15 flavor rice 45.000 40.000 16 Dalat flowers rice 40.000 17 Shrimp vermicelli with 45.000 25.000 pumpkin flowers 120.000 18 Mixed flowers 25.000 vermicelli Table 3-7: Price list for main dishes No Price Food Item No Price Food Item (VND) (VNĐ) 15.000 14 Pumpkin flowers soup 15.000 15.000 15 Shallot flowers soup with 15.000 Banana flowers salad Water lily salad tofu Mixed Banana flowers salad 15.000 16 Water lily climbing perch 15.000 soup Stirred fried banana flowers 15.000 17 Scarborough soup 15.000 with shrimp Fried banana flowers 15.000 18 Banana flowers soup Stir-fried beef with pumpkin 20.000 19 Petals flowers soup 15.000 15.000 flowers Stir-fried grandiflora 20.000 pumpkin flowers flowers soup Fried meat with pumpkin 25.000 21 Stir-fried mushroom with 15.000 flowers Stirred fried shallot oyster with 20.000 with 20.000 Scarborough 5.000 24 Stir-fried beef with okra 15.000 10 Braised clam goby Hyacinths 11 Petals flowers soup 12 Fruit pork roll 13 Lotus steamed duck with 20.000 29 Sesbania artichoke flowers 25.000 22 Pork bone stewed artichoke flowers with 20.000 23 Stir-fried beef flowers 25.000 25 Peach porridge 35.000 26 Scarborough porridge 10.000 15.000 59 59 Table 3-8: Price list for Desserts No Item Lotus mixed sweet soup Rose mixed sweet soup Price No (VND) 6000 Grape 12.0004 Item fruit Price (VND) flowers 10.000 mixed sweet soup Flowers Fruit 10.000 Smoothies 2.2.3 Place policy At the beginning, Viet restaurant applies direct distribution channel Customers can come to the restaurant to be served or make booking in advance through Tran Gia Trade- Services and Tourism Co, ltd However, after that, the Restaurant will cooperate with other media to create make it simpler and easier for customers to approach the restaurant: • Via phone: They ought to set up a customer service line via a land line number Through telephone, customer service staff are not only able to answer all the questions regarding types of service, promotions, pricing, but also be able to advise most appropriate choices based on customers’ requests In addition, customers receive support in booking and payment as well • Via internet and social networks: In the era of information technology development, more than 90% of city residents have access to internet, it indicates that this is one great means of media which is low cost but achieves high effectiveness in comparison with other traditional media Viet restaurant will build their own website and fan pages on social networks, so that diners can have a visual view of the restaurant as well as make suitable options Also, website system also enables customers to make reservations easily and enable the restaurant to control and manage more effectively 2.2.4 Promotion policy Promotion in Marketing Mix is very important Thus, Viet restaurant needs to combine various methods to gain highest effectiveness in capturing people’ awareness Media: Traditional media and modern ones should be used to spread the reputation of the restaurant to all people in the region 60 60 • Leaflets: This is the most popular marketing method Leaflets should be beautifully designed; include full information about the restaurant such as name, location, restaurant features, opening ceremony time, big promotion events etc This method works well in crowded resident areas such as resident apartments, markets, supermarkets Viral marketing will increase customer’s awareness about the restaurant • Opening ceremony: It not only reflects the image of the restaurant, but also defines its position and its league over competitors • Website, fan page: Main activities and promotion campaigns of the restaurant in the future will be uploaded The restaurant will apply the program “share fan page to receive gifts” or write feedback on the restaurant to increase media effectiveness • Promotion: in the opening period, the restaurant should have massive promotion programs to attract the attention of people, as well as understand people’ taste to the restaurant The promotion programs can be implemented as below: • To celebrate the opening, free food will be served for the first 10 customers coming to the restaurant This makes customers impressed by the restaurant, and also inspire potential customers to be interested in the restaurant • Delicious dish testing: the customers dining at the restaurant will be invited to taste new free dishes The restaurant can evaluate customers’ attitudes or feedbacks to new dishes that will be launched in the near future • Opening ceremony, shock price: in the first month after opening, the restaurant offers 10 -20% discounts on every bills This is a marketing method which is extremely effective in obtaining market share Customer Club: This marketing method aims to maintain a stable number of loyal customers for the restaurant Viet restaurant hope that people customers come to the restaurant more frequently and consider the restaurant as a place to relax after a stressful working week or a way for family warming with new feelings in the new space and atmosphere of the restaurant Therefore, retaining loyal customers is very important If customers join customer club, they will receive valuable preferences such as free drinks, discounts, gifts on special occasions etc 61 61 Website: website building, information update and strong community building are necessary to push the brand of Viet restaurant to a higher level Website design requirements are rigorous with details as below: • • • • • General information: location, phone number, hotline, menus, price list; Photos of the restaurant, food and road direction; Introduction of the restaurant, its missions, goals and commitments; Online support: table-booking support, answering for inquiries and complaints Forum: They should build a community to support the restaurant This serves as a way to build up loyal customer base for the restaurant and becomes a virtual environment member club Therefore, Viet restaurant should have many activities to develop this community such as meetings, experience exchange, cooking course by the chef of the restaurant 2.3 Other recommendation In order to operate smoothly and efficiently, rather than jus marketing activities, Viet restaurant also needs to improve management and operation procedure for highest efficiency 2.3.1 People policy The restaurant needs a completed staffing plan including: Recruitment of manager and chef: these are the most important positions of the restaurant, creating and upholding the soul and mind of the restaurant Therefore, Tran Gia Travel Services Trading Company Ltd., must be careful in making this decision For management position, the selected candidate is supposed to be experienced in hospitality management and have an understanding of Vietnamese people & customs as well as possess a thorough knowledge of flowers and their use For chef position, the selected candidate is expected to be young yet skilled, have strong passion for cooking and non-stop creation Staff: The restaurant recruits staff based on specific criterion i.e good-looking appearance, honesty, agile, and polite attitudes At the same time, staff training programs are designed to improve working skills for the staff Remuneration and encouragement policies are applied to build stable human resource 2.3.2 Physical evidence policy Viet restaurant is distinctive with Vietnam traditional style Thus, staff uniform should be designed with traditional style and consistency in color and model 62 62 Restaurant uniform contributes to create the restaurant’s image and reputation in customers mind Female uniform: Light blue Traditional long dress (Ao Dai) which is simple and meaningful Male uniform: Vietnamese brown silk clothes (Ao bà ba) (simply consists of a pair of silk pants and a long-sleeved, button-down silk shirt), which symbols for Southern people and allows easy movement In addition, there are other ways for the restaurant to impress customers Although they are very small activities, they can make Viet restaurant and the other competitors: • Car keeping: This is a free service for customers There is some staff to be appointed to park and keep and take customers’ car means of transport back and forth quickly This is shown to be extremely useful for female customers • Free tissues and mineral water • Take photos with and of customers at their events organizing at the Restaurant 2.4 Physical recommendations Viet restaurant is recognized by the nature, friendliness with Vietnamese families Thus, the need of staff uniform design with the natural colors and style in consistence with each other becomes significant suggestion • • Female uniform: Light blue Traditional Ao Dai which simple and meaningful Male uniform: Vietnamese silk pajamas (simply consists of a pair of silk pants and a long-sleeved, button-down silk shirt) which symbols for Southern people and bring easy movement In addition, the restaurant impresses customers with other small complementary services It is believed that these complementary services can make Viet restaurant different from other competitors: • Car keeping: This is a free service for customers Some staffs are appointed to park, take in and take out customers’ vehicles quickly This is extremely useful • • for female customers Free tissues and mineral water Take photos for customers having their events organized at the restaurant 2.5 Chapter Conclusion Chapter of the research paper has discussed and proposed marketing mix for Viet restaurant 63 63 By using the data collected from customers’ survey and questionnaire, we have determined a development direction for the Restaurant in line with market situation Middle-income earners shall be target customers We aim to gradually change buyer behavior, of which customer will treat this restaurant as a frequent place of dining and relaxing and entertainment To achieve these above-mentioned things, specific and detailed marketing strategies have been proposed Regarding product policy, product shall seem new yet familiar to customer, unique yet nutritious for diners The price is set to be low, however quality is still guaranteed With direct distribution channel plus extensive marketing policy, Viet restaurant hopes that they can capture the market soon 64 64 GENERAL CONCLUSION Contributions and limitations of research: 1.1 Contributions In terms of feasibility, the Marketing Mix strategy for Viet restaurant has been designed to be feasible and can be immediately applied into practice after this research The research digs deeply into tailor-made marketing strategies for Viet restaurant, from which unique characteristics of the restaurant has been defined This research is also conducted based on the author' truthful and reliable data The authors used two methods, which are questionnaire survey and document research, as the base to solve fundamental research problems These methods fully and thoroughly provide the researcher with secondary and primary data Findings from the research prove that these methods are effectively supporting and feasible tools for the thesis This topic shall probably become a scientific and applicable project, which help writers get the best result as well as contribute a research to the master program 1.2 Limitations The author has attempted to develop a feasible Marketing Mix Strategy for the restaurant; however, the survey sample size is limited due to shortage of time and due to the fact that the author is working, studying and researching simultaneously It is expected that the author can continue this research on a larger sample size to better verify the research outcomes Besides, the proposed Marketing Mix Strategy and Implementation Plans need to be evaluated more thoroughly and requires adjustments when they are applied into practice At this stage, the restaurant is suggested to evaluate its adaptability based on real business activities of Viet restaurant This is a topic for practical masters so the theoretical analysis of the conductor mainly focuses on the description and application as the analysis, evaluation tools Nevertheless, he has tried to use a full range of theoretical tools for analyzing goal, including marketing mix of Philip Kotler which serves as the theoretical foundation its application tool in developing Viet restaurant’s Marketing Mix In addition, the 65 65 researcher also uses other tools such as SWOT, BCG, and Michel Porter’s forces to analyze This is a topic of practical Master program, thus the theoretical analysis just halts at describing, modeling and using them as analysis and evaluation tools However, the author has attempted to include a full range of theoretical tools The researcher finds that Marketing Mix Strategy for Viet restaurant is built on solid foundation of its vision, mission and strategic developing objectives Furthermore, this marketing strategy is also based on the competitive strategic tendency of the restaurant in the market in Vietnam Lessons drawn from the research Firstly, one of the greatest significance of this thesis is to help the researcher complete MBA program The researcher found knowledge studied in the course very helpful, which makes it easier for the researcher to use analytical tools In addition, the knowledge from other subjects i.e Strategy Management; Human Resource Management also provides the researcher the foundation to complete this thesis Secondly, the researcher is one of the members of the company’s management team The implementation of this research is also management board’s desire Conducting this research gives the company a chance to look back at the company’s development history, evaluate feasibility of the restaurant, review and compare adaptability between the company’s vision, mission, objectives, and business strategies against changes in tourism/restaurant/hotel markets in Vietnam Persistency and consistency in what the company aims to is necessary for the company’s sustainable competitiveness Finally, this thesis has once again proved that the direction and strategies, which has been determined by the management board, are accurate and suitable The results obtained from this research are also the base for the company to implement this project more confidently Conclusion Integration into world economy rapidly changes the awareness of Vietnamese businesspersons If a company does not develop a firm development strategy, it will not sustain its existence in a severely competitive market As such, Tran Gia Company 66 66 needs to review marketing strategies frequently so that adjustments would be made timely corresponding to changes in the market and in the real situation of the enterprise The researcher has carefully researched dining restaurant market and combined with knowledge learned in the master course to develop marketing strategy for a specific company named Tran Gia Travel Services Trading Company Limited Primary and secondary data are used to provide an overview of the restaurant prospect In the thesis, the author conducted a specific analysis of restaurant industry and effects of macro market on it The information collected from the research displays opportunities to be utilized, threats to be constrained and weaknesses to be overcome The author used M Porter’s forces, SWOT analysis and BCG to analyze and propose marketing strategy for Viet restaurant The shortcomings in this paper are unavoidable due to limited time and knowledge Therefore, the lecturer’s understanding, comments and feedbacks to improve the thesis are highly appreciated 67 67 REFERENCES 1- Tran Minh Dao (2009), Basic Marketing, National Economics University 2- Philip Kotler, P (2008), Marketing management, Statistics Publisher 3- Kotler, P (2007), Basic Marketing, Labor and Youth Publishing House 4- Kotler, P (2007), Discussion on marketing, Youth Publishing House 5- Jack Trout - Steve Rivkin (2009), Differentiate or Die, Youth Publishing House 6- Porter, M.E (2008), Competitive advantages, Publishing House 7- Porter, M.E (2009), Competitive strategy, Youth Publishing House 8- Truong Dinh Chien (2010), Marketing management NXB, National Economics University 9- Luu Van Nghiem (2008), Marketing Service, National Economics University 10- Chinhphu.vn (2010), Publish results of overall population and house investigation , http://baodientu.chinhphu.vn/Home/Cong-bo-ket-qua-Tong-dieu-tra-Dan-so-va-Nhao/20107/33879.vgp, 21/07/2010 11-Slideshare.net (2011), Marketing in modern time - Phillip Kotler, http://www.slideshare.net/pinctadali/marketingthi-hin-i-phillip-kotler, 15/10/2011 12-cns-media.vn (2013), Another definition of marketing mix 7P, http://cns-media.vn/marketing-hien-dai/marketingmix/mot-dinh-nghia-khac-ve-marketing-mix-7p, 13/1/2013 13-Vietbao.vn (2011), flowers’s benefits for health, http://vietbao.vn/Suc-khoe/Loi-ich-cua-hoa-doi-voi-suckhoe/2131325661/250/,16/4/2011 14-Marketingchienluoc.com (2009), BCG matrix, http://www.Marketingchienluoc.com/ma-tr%E1%BA%ADn-bcg, ngày 26/11/2009 15-Vietnamtourism.gov.vn (2013), tourism maintains growth rate in the first months of 2013, http://www.vietnamtourism.gov.vn/index.php?cat=1001&itemid=13755, 22/7/2013 16-Chinhphu.vn (2013), Ha Noi: about to implement society house projects, http://baodientu.chinhphu.vn/Hoatdong-dia-phuong/Ha-Noi-Sap-trien-khai-5-du-an-nha-o-xa-hoi/182072.vgp,3/10/2013 17-Gafin (2013), IMF highly appreciate stabilizing macro economy policy of Vietnam, http:/gafin.vn/20130927030039986p0c33/imf-danh-gia-cao-chinh-sach-on-dinh-kinh-te-vi-mo-viet-nam.htm, 27/09/2013 18-Moj.gov.vn (2003), Ordinance on Food Hygiene and Safety , http://www.moj.gov.vn/vbpq/Lists/Vn%20bn %20php%20lut/View_Detail.aspx?ItemID=21036,1/11/2003 19-Gos.gov.vn (2013), the society and economy state on September, 2013, http://www.gso.gov.vn/default.aspx? tabid=403&idmid=2&ItemID=14132, 27/09/2013 20-Namdinh.gov.vn (2013), important information needs known in the current Vietnamese population situation, http://namdinh.gov.vn/Home/danso/thongtindanso/2013/3401/Mot-so-thong-tin-can-biet-ve-dan-so-Viet-Namhien.aspx, 26/8/2013 68 68 21-Gopfp.gov.vn (2009), results from sample widening in overall population survey1/4/2009, http://www.gopfp.gov.vn/so-12-105;jsessionid=44C174672B1364031A42E006FE7FEE41? p_p_id=62_INSTANCE_Z5vv&p_p_lifecycle=0&p_p_state=normal&_62_INSTANCE_Z5vv_struts_action= %2Fjournal_articles %2Fview&_62_INSTANCE_Z5vv_version=1.0&_62_INSTANCE_Z5vv_groupId=18&_62_INSTANCE_Z5 vv_articleId=2427, 31/12/2009 APPENDIX Gender Frequency Percent Valid Percent Cumulative Percent Valid male 24 48.0 48.0 48.0 Female 26 52.0 52.0 100.0 Total 50 100.0 100.0 Age Frequency Percent Valid Percent Cumulative Percent Valid >50 18.0 18.0 18.0 20 -30 19 38.0 38.0 56.0 30-40 16 32.0 32.0 88.0 40-50 12.0 12.0 100.0 69 69 Total 50 100.0 100.0 APPENDIX SURVEY QUESTIONS Dear Mr/Ms, We are conducting research on the project to develop a series of Viet restaurant in Hanoi capital with the hope to fully satisfy customers’ demand We would like to receive your comments and would like to know about your demands for Vietnamese traditional restaurants We hope that you will spend your time participating in this survey and fill in this anonymous questionnaire I am sincerely thankful for your support in completing this survey For any further information, not hesitate to contact me: Phung Xuan Huong Email: huongxuan_85@yahoo.com General information: Your job: Your working company: Gender: Male □ Female □ Age: 20-30 □ 30-40 □ 40-50 □ > 50 □ 70 70 1- How you evaluate the importance of following criterion in food dishes: Kindly circle or tick in the box corresponding to your assessment Totally Evaluation criterion 1.1 Good hygiene 1.2 Less lipid 1.3 The quality of Raw Important Medium 5 4 important unimportant 3 2 1 5 4 3 2 1 5 important food materials used are always ensured 1.4 Dishes are good for health 1.5 Dishes have enough nutrition 1.6 Dishes are well displayed 1.7 Dishes are served in accordance with specific nutrition portion for specific patients 1.8 - Menu is well designed so that diners can find their intended dishes Totally Not 2- In your opinion, staff restaurant must: Kindly circle or tick in the box corresponding to your assessment Evaluation criterion 2.1 - Inform customers when food is served 2.2 - Highly responsive to customers 2.3 - Willing to help customers 2.4 - Have enough information to answer customers’ questions 2.5 - Always courteous and polite to customers 2.6 - Always understand well customers’ orders 2.7 - Keep a cheerful and friendly attitude when serving customers 2.8 - Always keep a suitable physical distance with customers 2.9 - Always use soft voice when serving Totally agree Agree Agree and not object Disagree Totally Disagree 5 4 3 2 1 5 5 5 71 71 customers 2.10 - You like to talk to restaurant staff 2.11 - Always make sure to have no faults when serving customers 5 3- Your level of interest about evaluation criterion of the restaurant: Kindly circle or tick in the box which corresponding to your assessment Evaluation criterion 3.1 3.2 Totally concern Concern Concern at medium Not concern Totally not concern - Located in a convenient place - Opening time is convenient 5 4 3 2 1 - You want to receive Gift Point - Restaurant is beautifully decorated and has pleasant atmosphere 3.5 Comfortable music background 3.6 -Restaurant has impressive architecture 3.7 - Harmonious furniture color 3.8 - Modern facility 3.9 - Private space available when 5 4 3 2 1 needed 3.10 – Dining room scent is comfortable for you 3.3 accumulation and discount when using services 3.4 4- Do you like food made from flowers? Kindly circle the option which corresponding to your choice a- Yes b- No c- So so 5- Do you know that food made from flowers have enough nutrition and can prevent some diseases? Kindly circle the option corresponding to your choice a- Yes b- No 72 72 6- How often you dine out in restaurants? Kindly circle the option corresponding to your choice a- Usually b- Sometimes c- Rarely d- Never 7- What is your favorite food? Kindly circle the option a- Gilled food b- Dishes having broth water (such as hot pot) c- Fried food d- Steamed food e- Stir-fried food 8- In your opinion, which is the average reasonable cost per person for a meal at restaurant? Kindly circle the option corresponding to your choice a- Below 100.000 VND b- 100.000 VND- 200.000 VND c- 200.000 VND - 400.000 VND d- Over 400.000 VND 9- Your average income is: Kindly circle the option corresponding to your choice a- – million VND b- – million VND c- – 10 million VND d- Over 10 million VND 10- How you know about the restaurants? Kindly circle the option corresponding to your choice a- Introduction from relatives b- Just come across c- Via internet 11- Who you often go to restaurants with? Kindly circle the option corresponding to your choice a- Family b- Friends c- Working partners 12- Other ideas when choosing restaurant (Please clearly write down): 73 73 ... product/service categories in the product/service portfolio of the enterprise • Determine length: is the total number of products/services in each category • Determine depth: is the level of specialization... was determined by selecting objects from many different classes of the region The subject’s age was also considered when the author made sample selection, it represents life experiences of the older... companies and employees interact with their customers The role of employees in service provision: • Employees providing services are a part of the service • Present the company's image in the eyes