business plan hanbok

PRINCIPLES OF MARKETING

Assignment – Group 01 – SB0702

HANBOK Restaurant

HANBOK Restaurant Marketing Strategy

Group 01 - SB0702

Page 1 of 34

contents

1) Executive Summary ..............................................................................................02

2) Background .............................................................................................................02

a. Company’s Background ................................................................02 b. Introduction about the Product/Service ................................03 c. The purpose of the marketing plan ..........................................06

3) Situational Analysis .............................................................................................07

a. Company Analysis......................................................................................07 b. Marketing Environment Analysis ........................................................08 c. Customer Analysis .....................................................................................10

4) Competitor Analysis .............................................................................................13

5) Marketing Strategy ...............................................................................................15

a. Segmentation and Targeting Strategy ................................................15 b. Positioning Strategy ..................................................................................15 c. Marketing Mix (4Ps) .................................................................................16


Group 01 - SB0702

Page 2 of 34

I/ CONTENT

1. Executive Summary Today, the Vietnamese economy is in the process of globalization. Go along with it is a

tremendous spread a culture. South Korea emerged as a powerful national influence the

people and culture of the region, as well as the world. Through cinema, music, fashion ...Korean

culture gradually became a wave in most of the countries, including Vietnam. That leads to a

range of services to follow the model of Korean culture as Korean shop clothes, Korean

eateries ... Korean cuisine is said to match the taste of the majority of Vietnamese. So more and

more Korean restaurants are opening in Vietnam day by day. The competition is extremely

large when the customer is limited while there were so many vendors. That forced the

restaurant, restaurants to have your own marketing strategy plays against pressure from

rivals. Here is the solution marketing strategy, effective group that we had planned to make for

their products.

2. Background

a) Company’s Background Old Vietnamese men often said: "eat to be full, wear to be warm" to refer to the importance

of food and clothing. But when society grows, the thought was becoming: "live to eat, wear

to be nice" to show the sophisticated in the way of food, clothing. The introduction of

Korean culture in Vietnam needs to enjoy the South Korean main dish of the people in

general and youth in particularly strong increasing. To meet urgent needs, many Korean-

style restaurants have been open. After a while, the client gradually restricted to this

restaurant for many different reasons such as price, quality of food, service attitude of staff,

not Korean imbued, etc... Realizing the huge potential market of Korean restaurants, we

decided to set up a new-generation restaurant and overcome the weaknesses,

shortcomings from the model has a completely different style compared with the existing

style restaurants in the area. Since then, the HANBOK was born.


Group 01 - SB0702

Page 3 of 34

When we talk about Korea, we cannot forget about their traditional costume, that’s Hanbok. Hanbok

has become the best characteristic thing in Korea. Inspired by this, we decided to take the

“Hanbok" as the name for the restaurant, to create maximum inspiration for guests when

they come to shop and recommend the most special services of the restaurant. When you

come to the restaurant, the first words you will see: "Trải nghiệm Hanbok, nói saranghae",

and this is also the slogan of the restaurant. Saranghae in Korean means "I love you". This

slogan speaks our wishes when the guests come and be satisfied all of the services

Our Logo


Group 01 - SB0702

Page 4 of 34

b) Introduction about the Product/Service

o Product

Korean food and drink: We serve traditional Korean food that often appears in the media, especially film and social networking, including:

Kimbap: is a popular Korean dish made from steamed white rice (bap) and various other ingredients, rolled in “kim” (sheets of dried laver seaweed) and served in bite-size slices. Gimbap is often eaten during picnics or outdoor events, or as a light lunch, served with danmuji or kimchi.

Tteokbokki: is a popular Korean snack food which is commonly purchased from street vendors in Korea. It was a braised dish of sliced rice cake, meat, eggs, and seasoning.

Bibimbap: is a signature Korean dish. Bibimbap is served as a bowl of warm white rice topped with namul (sautéed and seasoned vegetables) and gochujang (chili pepper paste). A raw or fried egg and sliced meat (usually beef) are common additions. The ingredients are stirred together thoroughly just before eating. It can be served either cold or hot.

Jajangmyeon: is a popular Korean dish. It consists of wheat noodles topped with a thick sauce made of chunjang (a salty black soybean paste), diced meat and vegetables, and sometimes also seafood.


Group 01 - SB0702

Page 5 of 34

Naengmyeon: is a Korean noodle dish of long and thin handmade noodles made from the flour and starch of various ingredients: buckwheat (potatoes, sweet potatoes), naengmyun made with the starch from arrowroot (darker color and chewier than buckwheat noodles), and kudzu (chik). Naengmyeon is served in a large stainless bowl with a tangy iced broth, julienned cucumbers, slices of Korean pear, and either a boiled egg or slices of cold boiled beef or both.

Dak galbi is a popular South Korean dish generally made by stir-frying marinated diced chicken in a gochujang (chili pepper paste) based sauce, and sliced cabbage, sweet potato, scallions, onions and tteok (rice cake) together on a hot plate. It is a local specialty food for the city of Chuncheon, Gangwon Province, where dak galbi originates. Because of its origin, the dish is also called Chuncheon dak galbi.

Samgyetang: is a variety of guk Korean soup, which primarily consists of a whole young chicken and Korean ginseng. The dish's name literally translates as "ginseng chicken soup" in English. Samgyetang is traditionally served in the summer for its supposed nutrients, which replaces those lost through excessive sweating and physical exertion during the hot summers in Korea.

Kimchi jjigae: is a variety of jjigae, or stew-like Korean dish, made with kimchi and other ingredients, such as scallions, onions, diced tofu, pork, and seafood, although pork and seafood are generally not used in the same recipe. It is one of the most common jjigae in Korea.

And other delicious, supplements and famous Korean food.


Group 01 - SB0702

Page 6 of 34

o Service

In general, our restaurant will serve customer to eat and bring to them a Korean space so

that they can experience. Customers will wear Korean costumes-in case they need-with no

cost. Taking pictures is absolutely offered.

Another service that support for our finance is that we will rent our clothes for the outside

customers. Identifying that the Youth have the demand to wear special clothes in order

taking pictures or they will use Korean costumes for other reasons. When research in Da

Nang, it seems that in Danang, Korean costume is not popular or it can be said that very

rare. From this identifying, our restaurant will order more a numbers of clothes and for

rent for whom who have demand. This can be seen a business which comes from the

derived demand and will help our restaurant sooner to get the break event. The cost for a

costume will be 40 thousands dong for per day.

c. The purpose of the marketing plan

This model is a new Korean restaurant in Da Nang City. Although this is a new restaurant and

have many differentiations with other restaurants, but HANBOK has to face some difficulties if

it will be maintained. Thus, HANBOK need an effective marketing strategy that customers will

receive the full its value, have strong relationships with the restaurant and it can be able to

capture value from customers in return. It requires us, the members of the company to work

seamlessly together, get step by step in the process of confirmed the position of the HANBOK

in customers’ mind for a long time.


Group 01 - SB0702

Page 7 of 34

3. Situational Analysis

a) Company Analysis:

SWOT Analysis

STRENGTHS WEAKNESS

1. Bring a style that is newer than the same kind of services in market. Leading the way in the Korean restaurant in Da Nang in the aspect of experiencing a full cultural of Korea about the surrounding space, ways of eating and drinking, clothes.

2. Reasonable price, high competitive. 3. The staff is young, professional,

agile and friendly to create intimacy for customers.

4. There are many new, rich and diverse services, offering many attractive incentives for customers.

1. Still small scale 2. Korean restaurant type is a

service which not most people like.

3. Lack of management and operate experience in this model.

4. Having not formed relationships with customers yet.

5. New brand, so many people haven’t known about yet.

OPPOTURNITY 1. Strengthening market survey to know the needs of current customers, expand understanding the needs of tourist customers. Through that, there will have changes in operate method that will be more suitable for customer demands. ( )

2. Add many novelty services. Thereby, raising the influence to customers. ( )

1. Diversifying service. ( )

2. Take advantage of the unique position on the market that having not direct competitors yet so that we can develop products, promote the brand, attract customers and improve management skills. ( )

1. The tourism in Da Nang is developing, which is attracting many domestic and foreign tourists, so we can expand the target of customers such as tourists.

2. Due to new type and style, we haven’t had direct competitors and it seems easy to overcome the competitions about all aspect.

3. The youth is having been influenced by the cultural of Korea. Therefore, the large amount of potential customers.


Group 01 - SB0702

Page 8 of 34

THREAT 1. Take advantage of opportunities to take the long-term development strategy and maximize the available resources., make the barriers higher and stronger to competitive with potential competitors. ( )

2. Maintain and improve these services to make the deep impression on customers.( )

3. Develop the staff and maintain reasonable price to raise the number of regular customers. ( )

1. Perform the brand advertising campaign such as flyers, social networking, journalism, media ... ( )

2. Diversification the target customers base on available relationships and social networks (Facebook, Twiter, etc)

1. This type has very low barriers so it has potential competitors.

2. Must create the deep impression in the customers mind.

3. Pressure in maintaining the number of regular customers.

b) Marketing Environment Analysis: focus on key macro-environment forces Demographic: According to the Population Census, now, average population of Da

Nang is nearly 1000.000 people. In that, the age 15-30 is more than 207,000 people.

Occupying for a significant part of the population structure. In addition, population

data are pupils, students, new people from other places to work in the city to live,

work about 59.4 thousand people.

Economic: Da Nang is a major economic center of the central region. Da Nang is

known to be one of the young city, the most dynamic economic and currently in a

strong development momentum. 2012, in the context of crisis economic situation,

economic of DaNang maintained steady growth. This is a market with great

potential.

Nature: Da Nang is located in the temperate climate and low volatility, climate

change is not clear. That facilitate to people's life convenient in work as well as

entertainment. Consumers easily go out to come to the center, restaurant...


Group 01 - SB0702

Page 9 of 34

Political

The diplomatic relations between Viet Nam and Korea have been established for

more 20 years (22-12-1992), but two countries have been close for a long time and

they have many same points in history as well as culture. In the context of

globalization and economic integration, the two countries have great potential

which can help each other in the process of cooperation and development.

Moreover, the cooperation of Vietnam - South Korea also gets the strong promotion

by the political leadership of the two countries. Therefore, after 20 years, Vietnam

and Korea relations have developed spectacularly as a typical example of the

bilateral cooperation in the region.

The aid amount is also increased through the years. Korea's ODA for Vietnam in the

period 1993 - 2008 reached $ 471.4 million; but only in the last 3 years (2009-

2011), Korea has committed to support $ 1 billion for the project development of

Vietnam. Until 30.06.2012, Korea has nearly 3,000 project investments in Vietnam

with a total registered capital of nearly U.S. $ 24 billion, which increased about 100

times in compare with the original time. Korea became the largest foreign investors

in the countries and territories that invested in Vietnam.

Base on the strong development of the relations in the past 20 years, we firmly

believe that the cooperation between Vietnam and Korea will continue to grow

stronger and more profound in the near future.

Culture

Hallyu, the Korean wave, spread in Viet Nam more extensively than any other

country in the region. Exchange Fund the Korean cultural industry published

research results based on the evaluation index of the public's level of fans for the

Korean Wave in Asia. Accordingly, Vietnam ranked fourth favorite level of Korean

The cultural industry exchange Fund published research result, which based on the

evaluate index of the level of fans to the Korean Wave in Asia. Accordingly, Vietnam

ranked fourth in favorite level of Korean Wave.


Group 01 - SB0702

Page 10 of 34

In 1997, the first Korean movie "Yumi - My Love" broadcasted on VTV1 and "First

Love" on VTV3 of Vietnam Television, which create opportunity for bringing Korean

culture to Viet Nam-especially to the Youth. Afterward, there are many movies from

Korea broadcasted in Vietnam. These events marked the time when Vietnamese

begin know the Korea culture.

Through cinema industry, Vietnamese got familiar with Korea culture. They interest

and search everything from Korea, remember their actor’s name, use Korean

products, study Korean language. From these, entertain industry, fashion and food

start coming to Viet Nam.

From that moment, people tend to know about Kimchi, Bibimbap, Tteokbokki ,

Japchae or Samgyeopsal… become familiar with Vietnamese and they seem to like

this new cuisine. Nowadays, many Korea restaurants are opened in many cities in

Viet Nam as an evidence for the development of cultural exchange, relations Viet

Nam and Korea.

c) Customer Analysis: description of target market segment and analysis of their purchasing behavior Target customers

The target customers that our

restaurant will serve are the youth

in Da Nang city. They are dynamic

young people and they like to

explore and enjoy new things. They

also often eat out with friends

rather than at home. The target customers are divided into two groups. They are

students, people with ages between 15-25; and people who have graduated and are

starting building a career, people with ages about 25-30.


Group 01 - SB0702

Page 11 of 34

People in 15 - 25

Characteristics and purchasing behavior:

- This group is dynamic and they often change their purchase behavior. They tend to

purchase complicatedly, depending on their interests and their psychology. They like new

things and want to try new feelings.

- They are the ones who do not have jobs, not create income yet, but they receive great

attention from their parents. So they always have a small amount of money to use in

months.

- Young people with age about 15-25 usually have three main choices for expense:

shopping, go out to eat at restaurants with friends

and going to the movies. Particularly, young people

in Da Nang love enjoying meals with friends.

- Young people often change their shopping habits.

They are rarely concerned with brand loyalty. There

are come to a Korean restaurant because they want

trying a new feel and good food more than come to a restaurant by which brand.

- They are often impacted by friends as well as shopping experience:

The influence of friends in the same age is an important factor for buying decision of

young consumers. They usually shopping or go out to eat at places where their friends

frequently choose. On the other hand, how they are treated when shopping is also an

important factor that develop the loyalty to the brand. If they feel that they are respected

when purchase, the young customers tend to like that store or brand. Otherwise, they will

leave the store or brand and may tell their friends about their negative experiences.

- Aside from these above, young people are being affected greatly from their idols. The

Korean pop music scene has ingrained into the mind of young people and this contributes

to increase their interest to Korean food.


Group 01 - SB0702

Page 12 of 34

- Gender also contributes to create the difference in the consumption patterns of young

people. The girls were influenced by Korean culture (music, movies) more than the boys, so

they tend to come to the Korean restaurant than the boys.

People in 25-30

Characteristics and purchasing behavior:

- This group is considered to be mature. Most of them have graduated and some have job

and income.

- Although they have less need to experience new things such as Korean food culture, they

have a great demand in developing their social relationships through eating.

- Most of them often need a peace atmosphere. Therefore, Hanbok may be a suitable

destination

Young people often change their shopping habits. They are rarely concerned with brand

loyalty. Their main purpose while come to a Korean restaurant is trying a new feel than

good food.

People who are in 15-25 tend to go out in groups,

while who between the ages of 25-30 is that there

tend to come in pairs. Therefore, restaurant will

develop a marketing strategy for each group

accordingly.


Group 01 - SB0702

Page 13 of 34

4. Competitor Analysis: description of major competitors in the market and their marketing strategies

i. Analysis of similar restaurants in Danang area

Name of

restaurant

Average Price Features Position Customer

popularity

Service quality

Little Seoul

70-110

Wifi, air

conditioner,

Guardman,

Park car

139 Nguyen

Chi Thanh

little

cozy, luxurious,

serve foreigners

Saranghae

40-60

Wifi, air

conditioner,

Park car

113 Nguyen

Chi Thanh

Most popular

Cozy, serve for

teenager, suitable

price

KiKi’s quán

20-40

Small kiosk.

On the street

K112a/11

Trưng Nữ

Vương

Popular

Cheap, not

sophisticated. Serve

for mass customer

Dea jang Geum

30-70

Small

restaurant,

park car,

guard man

115 Nguyen

Tat Thanh

little

Popularity style,

just korean food,

decorate is normal

ii. Potential competitors:

The idea of opening a Korean restaurant with low barriers which leads to the risk of

having to compete with new rivals for HANBOK.

The introduction of new types of services also bi-risk copy from other individuals

and organizations, reduce the featuring images of HANBOK and reduce turnover.


Group 01 - SB0702

Page 14 of 34

iii. Supplier:

Rising raw material prices due to economic fluctuations.

Ability to supplier quality assurance.

iv. Client:

Customers who have habitation go to the famous restaurants available on the

market as Phi Lu, Huong Cau, Ba Thoi shops that are rarely interested in a new

restaurant opening as HANBOK

Customers require consistent service quality and worth the money they spent.

v. Substitutes:

There are a lot of restaurants Da Nang. Customers have the ability to choose

between the restaurant like Phi Lu, Huong Cau, Bia To, Vuong Beo, Tran Restaurant, Little

Seoul instead of Hanbok. That is a big threat for HANBOK as well as the company's

marketing strategy plan. Kiki and Little Seoul focus exploited by the media array, the

social network for marketing their products. Little Seoul uses flyers to advertise their

product at many locations in the city because the majority customers of Little Seoul use

less time per day to browse a internet to check the information. After the analyzing of the

characteristics of each marketing alternative products. We had a combination of their


Group 01 - SB0702

Page 15 of 34

own to make sure your opponent's weakness is our strengths.

5. Marketing Strategy

a) Segmentation and Targeting Strategy

Geographic City Danang City Demographic Age 15 – 25; 25 - 30 Relationship Single; In open or close relationships. Education and

Occupation Pupils, students and new workers.

Psychographic Personality Love to explore, curious Lifestyle Influenced by Korean culture

b) Positioning Strategy Differentiation

Costume: when customers come to our restaurant would have opportunities to

wear the traditional Hanbok, are designed simply that it is most convenient but not

less attractive and beautiful

Space and back-ground: We have a space is designed and arranged in simple, gentle and characterized Korean from tables, chairs, doors, to color. In addition, we also decorate the walls with the back-grounds that are the Korean landscapes and representations for customers take picture in delight.

Waiters: Our waiters, outside the main mission is taking orders from customers and delivering dishes from kitchen also willing to advise customers about menu and help customers choose the items that are appropriate with status (events, feelings)

Event: We will periodically organize an event called “My Idol Day” for fans of

Korean stars or idol.

Presents: After using our service at our restaurant, customers also have opportunities to get small souvenir items that are meaningful.

Positioning Very Korean: When think about our restaurant, customers are not only thinking of

eating Korean food, but also thinking of the Korean cultural experience.


Group 01 - SB0702

Page 16 of 34

c) Marketing Mix ( 4Ps)

i. Product

Menu


Group 01 - SB0702

Page 17 of 34


Group 01 - SB0702

Page 18 of 34


Group 01 - SB0702

Page 19 of 34

- Service

“Bạn mong muốn điều gì khi đến một nhà

hàng Hàn Quốc ?”

Following to the chart, eating and experience Korean tradition will be two main services that

Hanbok will bring to customers.

- Eating

“Theo bạn một nhà hàng Hàn Quốc phục vụ

loại món nào sẽ phù hợp ?”

Certainly, people going to Hanbok will be served dedicatedly with various menu so that customers

can choose many food and enjoy them. Our restaurant will make sure about the quality of food

and also the quality of the staff. The purpose of our restaurant is that bringing a new eating space

so that people can eat in the best condition. Eating is does not mean full of food; it is also means

delicious and satisfy. Moreover, according to the chart, our restaurant will have serve main meals

for the majority demands.


Group 01 - SB0702

Page 20 of 34

Experience

“Nếu có một nhà hàng Hàn Quốc mà ở đó

ngoài việc ăn uống, bạn còn có thể trải nghiệm

hoàn toàn văn hóa Hàn. Vậy bạn có muốn

thường xuyên đến đây?”

Experience is one of two most important things in our service. It includes many factors: Wearing

Korean traditional costume, Korean space, and taking photographs is absolutely something which

cannot be missed.

- Korean Traditional costume

“Khi đến nhà hàng của chúng tôi, bạn sẽ được

mặc trang phục Hàn Quốc, bạn cảm thấy như

thế nào?”

“Bạn thích mặc kiểu trang phục như thế

nào?”

Hanbok restaurant creates opportunity for customers to wear the Korean traditional costume.

When going to Hanbok, the customer will be offered to wear in case they want. Certainly,


Group 01 - SB0702

Page 21 of 34

customers can take pictures in a Korean space so that they can save their moment or post in

Facebook or something else like that to share with their friends about their experience. The most

special thing for this is that customers do not have to pay any cost; it is free!

Moreover, in our survey, when being asked to choose between sophisticate and simple feature for

costume. The number of people who choose simple is larger, and then, the costume will be simple,

with many sizes and different colors.

The costume will be designed such that customer will wear them easily and conveniently. The

cumbersome and complex details of the original costume will omitted to make it suitable. Our

costume will be something like this form.

Clothes for women


Group 01 - SB0702

Page 22 of 34

Clothes for men

About the staff, they will wear the other clothes, which are also Korean tradition.

Clothes for receptionist


Group 01 - SB0702

Page 23 of 34

Clothes for the waiters

- Korean space

“Bạn mong muốn đến một nhà hàng có không

gian như thế nào?”

“Bạn thích kiểu trang trí nào?”


Group 01 - SB0702

Page 24 of 34

Our restaurant will be totally decorated basing on the Korean tradition. Therefore, customers will

feel a very Korean space in their room. Room will be divided separately so that they will not feel

being annoyed and they will also have no worry about taking pictures and being looking at.

Decoration will be designed simple and gentle for customers.

The table will be low and customers will sat in the floor with the mattress like the way Korean

usually sit when they are eating. Music is absolutely from Korea. No Vietnamese music or other

foreign music will be played.

Regarding the way to layout the space, there will be two floors. On the first floor, there will be a

space for the reception, a large room which is usually for those held parties or events, a toilet, a

kitchen and a small space for moving and distributing food. On the second floors, we will divide

the space into 8 small rooms, a toilet room and also a small space for receiving food. Among every

room, there will have scroll windows and in front of every rooms will be pushing door


Group 01 - SB0702

Page 25 of 34

Structure of Hanbok Restaurant


Group 01 - SB0702

Page 26 of 34

ii. Price

According to the survey, when customers are asked about the level of concern about price, up to

57% of customers are very interested and 28% are interested, while only 2% of customers are

surveyed do not care about this issue. Thereby show that customers tend to be very concerned

about the price when they go to restaurant. Therefore, our restaurant will focus on the valuation

stage, offer reasonable price, most satisfied customers.

Rất quan tâm

64 57%

Quan tâm

31 28%

Bình thường

15 13%

Không để ý

1 1%

Rất không quan tâm

1 1%

- Pricing for each dish.

Example : “Kimbak” dish.

- Materials for a “Kimbak” dish :

Materials

Price

Seaweed

4.000đ

Rice

1.500đ

Sausage

500đ

Eggs

1.000đ

Vegetables, cucumbers

Sesame

1000đ

Total

8000đ


Group 01 - SB0702

Page 27 of 34

According to survey results, when customers are asked about the price / dish they pleased when

go to a restaurant, 43% of customers satisfied with

40.000 – 60.000đ/dish item, 50% satisfied with 25.000 – 40.000đ/dish. With the total cost for the

fixed cost above, the restaurant will offer the average price for an item is 40.000 – 60.000đ.

25k – 40k/món

55

50%

40 – 60k/món

48

43%

> 60k/món

8

7%

Price drops 1.000đ

For example: When a dish is priced 40.000đ and a dish is same for 39.000đ. In the feel and

impression of customer about dishes for 39000đ which is a lot cheaper, while 1000đ is very

small, not influent much on the profitability of the restaurant, by contrast, it can promote more

consumption.

Accordingly, each dish on the menu of the restaurant from 40.000đ 39.000đ; 50000đ

49000; 60.000đ 59.000đ.

Hanbok will create a competitive advantage in price.

Fixed costs for one year

Roll

Number

List

Units

Unit cost (thousand

đồng)

Total (thousand đồng)

1 Rent

12 months 7.000 84.000

2 Table

20 1.000 20.000

3 Cushion

100 60 6.000

4 Bowl, 100 6 600


Group 01 - SB0702

Page 28 of 34

chopsticks 5 Dish

130 8 1.040

6 Big Bowl

40 15 600

7 Electric Cooker Pots

4 1.500 6.000

8 Hanbok

70 400 28.000

9 Staff Clothes

6 600 3.600

10 Decorative room

9 5.000 45.000

11 Electricity and water

12 months 1.500 18.000

12 Sound ( Speaker)

4 500 2.000

13

Salary ( *) 365 days 840 306.600

14 Total

573.584 574.000đ

(*) Salary:

Time Job Quantity Salary ( thousand đồng )

Morning shift

( 7a.m -12a.m )

Chiefs 1 70 waiter 1 50

receptionist 1 50 guardian 1 30

= 200 Afternoon shift ( 12a.m – 5p.m )

Chiefs 2 140 Waiter 2 100


= 320 Night shift

( 5p.m -10p.m ) Chiefs 2 140 Waiter 2 100


= 320 1 day Total : 840

Break-even point


Group 01 - SB0702

Page 29 of 34

- Average profit per dish = Average price per dish – Average cost of materials per dish

= 50.000 – 20.000 = 30.000đ

- Break-even point will be reached when:

Price Units = Fixed cost + Variable cost or Revenue = Total Cost

Number of products = Fixed cost (Price – Variable cost)

= 574.000.000 30.000 = 191.333 (units).

Average daily restaurant sells about 100 units 191 (days) to break even.

In addition, instead of buying 50 Hanbok costumes, restaurant has bought another 20 units to

become 70 units. The first is to be able to provide enough apparel to customers in the party (if the

customer needs). Furthermore, when order more, the distributor will have more deals, more

discount from 420.000d 400,000 for each product. And order to quick to recover capital,

restaurant open services for rent with price: 40k / 1 day / 1 unit .According to market research,

this is a very reasonable price.

Furthermore, we also provide drink and alcohol, with about 5.000 per unit in profit, we will

reach the break-even point earlier so soon.

iii. Place Geographical location.

The location we will put ours restaurant on Hai Phong between Nguyen Thi Minh

Khai and Le Loi Street, running parallel to the main road Le Duan. We chose this

location because it is located in the city center. Furthermore, there are two high

schools nearby this location are Tran Phu High School and Phan Chu Trinh High

School. Around which there are have some universities and colleges such as the

Đông Á University, College of Technology....

This location is convenient for the target customers of the restaurant are students in

the city of Da Nang. Because the restaurant is located in the city center should

facilitate the transfer of the customer, and do not waste time waiting for

appointments that can come the restaurant immediately after their study to eat and

entertainment. Therefore it is promises to attract the attention of the majority of

young people in the city of Da Nang.

Layout method


Group 01 - SB0702

Page 30 of 34

Restaurant builds a layout very scientific and modern.

First, when customers come to restaurant, clients will contact the reception. In

here, the receptionist will take the necessary information such as the number of

people, select set menu (if any), needs clothes or not then handed over to the

waiter brought to the room.

After check-in, customers will be service personnel introduce and guide the

selected item. While waiting for the food came, the customer will be provided

Korean traditional costume "Hanbok" (if required) to take souvenir photos

space between authentic Korean restaurants. Costumes are available for diners

throughout the meal.

Prepared food in the kitchen then transferred directly onto the floor served

through automatic elevator system. After the food is moved up, the service staff

will be notified through the system bell.

If the customer wants to call more dishes or questions can be used at each door

bell system to call the service personnel. Employees will immediately the rooms

rang the bell to solve for customers.

After eating, guests will be directed to payment at the front desk and get the

items here, if any.

The order channel

Customers wishing to set a party or book a table can contact directly to

the receptionist.

Hot-line 0511 311 3311

E-mail [email protected]

Or direct contact with the front desk department.

Customers will be provided promotional information, events of

restaurant and menu on the main website of the restaurant Hanbok and

the restaurant's fans page.

iv. Promotion

Advertising

Spam events: We will create a large number of events and invite all our friends , in the same time with the same message “HANBOK!! Sắp xuất hiện tại Đà Nẵng” get customers’ attention, and curiosity.


Group 01 - SB0702

Page 31 of 34

Then we will gradually post the

information on these events as

another form of spam to our

customer for identifying follow

systematic way, the first is our

logo and slogan. And then, we

post our poster content

message “Không chỉ ăn, mà còn

là trải nghiệm” attach

information about services,

address, contact information to

arouse desires of customers


Group 01 - SB0702

Page 32 of 34

Creat fans fage and group: we creat fans fage and group not only for the purpose of receiving feedback, we also provide information about activities such as promotion of the restaurant in next time to pull and obtain customers use our products and services.

Write positive comment into websites (monngondanang), forum (voz, hihihehe):

with writing positive reviews of our restaurant on websites and forums those have many visitors, we can promote image and attract the attention of customers.

Sales promotion

Discount: in the first opening week, we will discount all items 20 % to promote procurement activities and relationships.

Presents: With each bill over 300.000VND, we send our customers a small souvenir or small dishes.


Group 01 - SB0702

Page 33 of 34

Example for present

Grateful cards: Also with each bill over 300.000VND, we send to customer a grateful card instead of our thanks. For every five grateful cards, they will receive 15% discount for the next time they use our products and services. Besides that, with the code number on the card, we can also know how often the customers is to make improvements in making better promotions.

Publics Relations (PR)

Event “My Idol Day”: The customers will have chances to incarnate into Korean idols, stars who they love, build up relationships with people who have same interesting, through voting on our website. Once a month we will hold a special event for building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

****************THE END****************

business plan hanbok

Documents

korean restaurants

marketing strategy plays

solution marketing strategy

introduction of korean

korean eateries

korean cuisine

model of korean culture

marketing plan