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Pho 24 Essay

2787 words - 12 pages

GROUP 1
MARKETING PLAN
VU THI AI VAN M987Z256

Nguyen Pham Nhut Thien  (Tina) M987Z240 NADIA NILA SARI  M987Z250

I. Executive Summary. II. Situation analysis in Taiwan.
A. General chain restaurants in Taiwan B. Cuisine of lifestyle

III. SWOT Analysis IV. Marketing strategy
A. B. C. D. Marketing goal Marketing objectives Primary target market Strategy ( 7p )

V. Financial Project.  VI. Conclusion & Reference.

I.  COMPANY PROFILE
• PHO24 is  a  Vietnamese  noodle  restaurant  chain  belonging  to  Nam  An  Group,  the biggest F&B Corporation in the Vietnam.  • Apart from PHO24, Nam Group owns and operates many  other  different  F&B  ...view middle of the document...

 This is key to a successful franchise and it’s  why the pho experience offered by Pho 24 is fast picking up  in worldwide  popularity.

BUSSINESS PHILOSOPHY   & CONCEPT
• Business Philosophy Everything we do, is based on quality, customer service and integrity. We  believe that repeat customers are the lifeblood of our business. We also trust  that new customers are valuable energy for our business development.  Therefore, we invite our guests to come to any PHO24 outlets with great  expectations and to leave with full satisfaction. We only select franchisees that  can share and convey our high standards to our customers. • Ideas and Business Concept PHO has been the most famous dish of Vietnam but it was only known as  street food for many decades. Therefore, the founders of PHO24 saw this is an  excellent opportunity to create a new business concept that meets the high  standards but still preserving the traditional value. After nearly two years of  market research – especially the customer’s taste – PHO24 has invented a  unique flavor for PHO’s broth derived from 24 top‐quality ingredients and  spices. 

The Milestone of the Company
2012 : target to reach 200 outlets total 2010 : target began to open shops in China and Japan. 12/2009 : Franchise stores open at No. 2 South Korea and Hong Kong, bringing its total stores to 73rd (more than 57 stores in the city. HCMC), with 16 stores in foreign countries (Indonesia, Cambodia, Korea, Philippines, and Hong Kong). 8 / 2009 : New franchise agreements in Hong Kong and Macau. Will open its first store in Hong Kong and Macau in October 10/2009 3 / 2009 : Total number of noodle shops in Vietnam and 24 foreign countries has reached number 70 after six years in operation 9 / 2006 : Pho 24 and VinaCapital - the leading financial companies in Vietnam - officially signed a cooperation and investment. 7 / 2005 :Open the first franchise in foreign countries (Jakarta, Indonesia). We have 6 noodle shop in Jakarta on 24 November 2008. 1 / 2005 :Open the first franchise store in Ho Chi Minh district, followed by a few other shops in the major cities of Vietnam like Danang, Nha Trang, Vung Tau, Binh Duong ... 12/2004 :Opens first store in Hanoi, the capital of Vietnam and also the "capital of pho" 6 / 2003 :Opens first store at No. 5 Nguyen cards, district 1, Ho Chi Minh City. Shop quickly became popular destinations for tourists and residents.

INTERNATIONAL BRANCH

Doing Franchise Pho24
Initial Fee: One time payment fee to be made once the  franchise  contract  is  signed.  This  fee  might  be  different  from country to country depending on the  size and the  potential  business  of  that  particular  territory  (city,  country or region) can generate. Royalty  Fee:  Similar  to  the  royalty  fee  for  domestic  market. Capital requirement to open a PHO24 outlet in  overseas.  It  depends  on  what  country  or  city  but  in  general  it  will  be  more  expensive  to  open  an  outlet  in ...

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