FACULTAD DE HOTELERIA, TURISMO Y

GASTRONOMIA
1rst Advance - Final Proyect
VIVAWOK
Curse:
Strategic Hospitality Marketing
Teacher:
Myriam Elena Silvy D Alessio
Integrants:
Gomez Daz, Steffany Lorena
Neyra Zegarra, Percy Enrique
Perez Roca Reyes, Ana Laura
Vizcarra Rivas, Daniel Gustavo
Lima - Per
2012

Cd. 1011412
Cd. 1010959
Cd. 1011907
Cd. 1011261

TABLA DE CONTENIDO
A. BUSINESS OVERVIEW...................................................................3
1. Location............................................................................................3
2. Description of services and facilities............................................4
2.1 Infrastructure and services........................................................5
2.1.1 Infrastructure.................................................................5
2.1.2 Services.......................................................................6
B. SITUATIONAL ANALYSIS..............................................................10
1. Internal Factor................................................................................10
2. External Factors.............................................................................12
Political Factors:................................................................................12
Economic Factors.............................................................................13
Social Factors...................................................................................14
Technological factors........................................................................16
Ecologic Factors...............................................................................17
2.2. Competitive Analysis..................................................................18
2.3 Market Potential..........................................................................18
C.SWOT DIAGNOSIS.........................................................................19
External Opportunities......................................................................19
External Threats................................................................................19
Internal Opportunities........................................................................20
Internal Threats.................................................................................20

A. BUSINESS OVERVIEW
1. Location
Vivawok is located in the StripCenter Paso Caminos del Inca Mall
Santiago de Surco, Lima
References: Avenue Caminos del Inca with Mercaderes street.

2. Description of services and facilities

Vivawok is a fresh taste experience. Format combines fast food in a modern

atmosphere, offering balanced, healthy products, made with quality ingredients.
This innovative concept provides Fast Casual a fitting tribute to wok cooking
technique that preserves the nutrients of food in dishes you can personalize.
Vivawok is a self-service restaurant, in other words, there is not a service attention
given at the table. When the client arrives to Vivawok, he has to make his order at
the cash register where one of the vivaworkers will help him to make his order,
and then he has to wait until he is called to pick up the order at counter. It is
inseparable because the client needs a vivaworker to be present so he can be
attended.

2.1 Infrastructure and services

2.1.1 Infrastructure
Vivawok is the first fast casual in Lima, the concept of fast casual restaurant is a
type of restaurant that does not offer full table service, but promises a higher
quality of food and atmosphere than a fast food restaurant. For this reason
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Vivawok has a structure comfortable, cozy and attractive, that you can see when
you arrive it.

2.1.2 Services
We mentioned that Vivawok is a self-service restaurant; every vivaworker has a
special uniform depending on the area they are working. They also have an
Energy Star system, ecological bathrooms, quality resources, alliance with the
best suppliers.

They also have a matrix where consumers can choose how to create their dishes.
First, they choose a Base (rice, spaghetti, Chinese noodles, vegetables mix, rice
noodles), then the protein (chicken, pork, steak, shitake, tofu, fish, etc.) and finally,
the style that is basically the sauce with the vegetables, for example Chaufa style
(eggs, soy sauce, chives).

Another characteristic of Vivawok is that they want to introduce the culture of

drinking tea, so that the customer can take some tea every time they want, also
there is WI-FI available for his clients.

Every time you come to eat at Vivawok, the service will not be completely identical
because vivaworkers have different shifts everyday and they all have different
behaviors, but they always offer the best service with a nice smile.

B. SITUATIONAL ANALYSIS
1. Internal Factor
Vivawok has 8 months in the Peruvian market, and their customers enjoy all their
dishes.
This innovative concept provides Fast Casual tribute to wok cooking technique
that preserves the nutrients of food in dishes that you can customize yourself.

Company policies:
Training or confidential information: When returning a dish mistakenly ordered
the collaborator must correct preparation of the dish and a kind of courtesy or
discount
Accumulation of memos by admonition 3 dismissal, and if you have a
dissatisfied customer will ship with a complimentary or discount.
Threaten the physical safety of any serious contributor: Vivawok is not
responsible for loss or theft that may occur inside the restaurant.
Misuse of the facility or property of the restaurant is the direct responsibility
of the contributor: Vivawok is not responsible for the theft of a vehicle in the
parking lot.
Vision
"Being a leader in the health food market, providing quality services, using food
with integrity, caring for the environment by increasing the value of the company,
the development of its employees and the welfare of society."

Mission
"To provide high quality food and beverages, reliability, efficiency and healthy,
using highly qualified staff and supplies of the highest level of support to domestic
producers"
There are some questions about Who said that...

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Other aspects from Vivawok:

Company
SHG "Sumi Hospitality Group"
Brand
VIVAWOK
Entry
Food and Beverage
Specialization
Fast Casual dishes prepared by wok
Format
Quick Service

Culinary style
Asian, Mediterranean and Peruvian
Value Added
Wok Live, "Smart Food" food with integrity, design, atmosphere and optimal
operation.
2. External Factors
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Political Factors:
The food and beverage businesses must be licensed for operations by the
government and civil defense, these necessary requirements and licenses are a
really important part for the proper functioning within the limits of the district as any
business in the area must respect, for this, the new investors present an affidavit of
its operating license from the municipality, keeping in mind the business, type of
business and the location and condition of the locale.
Then the municipality verifies if the line of business, is compatible with the area
where it wants to be, if this is positive, it is recommended to local representatives
consider the decree SN 066-2007-PCM that is related to the local security in civil
defense issues, which tells the restaurant that this must be certified civil defense
document, and must renew it at the end of the term. The municipality ask for an
affidavit for enforcement of safety (Law No. 28,976) to ensure this way, that count
with the necessary security measures.
Then the representatives made the payment of the fee for an operating license,
which allows it to issue operating licenses. Inspections are performed, the
observations found are rectified and proceeds to the operating license, where the
local and enters its operational phase.
The articles in the general regulation of licenses and permits to operate the district
made in 2007 published in the Daily Gazette, the local food and beverages must
respect, among others, are:

Title V, Article 60, which concerns the origin of alcoholic drinks.

Title VII, Article 64, regarding the hours of operation.

Economic Factors
Santiago de Surco has Restaurants located in strategic areas, Is a district with a
stable economy, and it is also the ninth most populous district of Lima with 321,200
people, information obtained from the population projection to 2011.
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On the other hand our country has a stable and developing economy, figures that
we see in the following chart developed by INEI, which shows the annual
percentage change with respect to the Internal Product Bruno, from 1992 until
2012

Source: INEI (Instituto Nacional de Estadstica e Informacin)

Regarding the actual sales of the restaurants sector, compared to June 2011,
denotes a percentage increase of 9.57% this is due to the economic stability and
the promotion that is being given to the sector with the enhancement of Peruvian
food, so the businesses have more clients, motivated by the range of flavors on
offer, as well of the services and promotions.

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Source: INEI (Instituto Nacional de Estadstica e Informacin)

The restaurants and accommodation sector, contributes to the national industry,

the INEI data to June 2012 shows that the percentage change in 9.76% up from a
year earlier in the third sector being greater increase after the construction and
fishing with 20.56 and 17.91% respectively, which indicates that it is a huge growth
industry and of great importance to the economic development of our country.
Regarding to industry threats such as inflation, this has been declining since the
90s onwards so their numbers do not affect the development of industries in Peru,
in relation to unemployment, this is held in a stable rate has also been declining
since 1996, and is constantly analyzed due to the international arena that may
have an impact on our economy.
Social Factors
In relation to social factors we can mention points such as demographic changes
in the population and this current data, the differentiation of groups for each
restaurant, the rhythm of life of the population and the regarding the ethical and
social responsibility.
The population of our country according to the 2007 Peruvian Census conducted
by INEI amounted to 28,220,764 inhabitants, with an average density of 21.95
inhabitants / km . The estimated population for 2012 is 30.135 million inhabitants
with a density of 23.44 inhabitants / km .
Peru is predominantly urban (75.9%), the 47.5% of the population lives in one of
the 15 most populated cities, Lima Metropolitana is the largest urban concentration

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with 8,472,935 inhabitants (2007). People over 65 represent the 6.4%. they have a
high life expectancy (76 years) and literacy (97.18%) 1 .
In relation of the demographics changes of the population, they go in a slow way,
and we can perceive then in case it happens. if the bulk of the population today
ranges from 15 to 64 years, which, by census 2007, this group accounts for 63.1%
of the population, compared to 58.3% representing the year 1993.
That is why, that new restaurants tend to cater to an audience between 18 and 50
years, offering a product that meets their needs and preferences, having in mind
that this sector is very sensitive regarding to the service, that is why, the service
has to be of quality and personalized by the staff.
The restaurants also vary by kind, and each restaurant has a different audience. In
the district of Surco we can find at least 3 different restaurants of each kind, from
pollerias, cevicherias, tourist restaurants, chifas, fast food, Asian food, Arabic,
cafes, etc. The upside part of this is the variety that has the customer to choose.
The inhabitants of the district of Surco go to these restaurants regularly, with
higher attendance at parties, holidays, etc..
Ethical issues in Lima, goes in mayority by the side of health, that is why the
municipality performs surveillance in all its restaurants subjecting them to searches
and inspections, so this way they can qualify then as accredited operating and give
then the "Healthy Hygienically" award for restaurants that pass the test with merit
or as "suitable for consumption" to those who pass with a minimum score 2.
Recently another item on the ethical is that restaurants of controlling the use of fats
and inputs that cause substantial weight increase to their customers or that origin
1

taken from: www.inei.gob.pe

2
http://www.munisurco.gob.pe/municipio/lasnoticias/2011/mayo/restaurantes_sa
ludables/restaurantes_saludables.htm
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long-term diseases, this is why restaurants now mostly inform about the nutritional
value of their products, as a marketing using visual promotion or throught social
networks, but there are restaurants that were made for this kind of food, such as
fast foods, for example, so they make recommendations to their clients, so the
indicate the amount of calories in each dish. Others have changed the content of
their products, increasing vegetables, and recommend to their clients to live a life
not sedentary, and eating its products from time to time.
Another social issue is referred to the rhythm of life of the population, which now
origin that families do not usually have lunch or dinner at home, they now eat their
meals in places close to work, women now also plays a role more important in the
maintenance of the family, compared to earlier times, so entire families now eat
lunch away from home, that's where the restaurants come to carve.
Technological factors
The food and beverage businesses are implementing new ways of marketing, are
finding better ways to preserve their food and regeneration of these.
Today restaurants appeal on networks to promote their products, to bid and
capture new clients acoording to their types of market, the leading social networks
that they use are Facebook, twitter and the other way is posting links into websites
in news pages , culture, sports, entertainment, dining guides, etc. Most restaurants
already have a website, and even their customers can order through their delivery
system from their home page, also they can view the menu and the price that they
have to paid.
But technology is not only for the sales side, it is also applied to production, as
there are new systems for foods preparation, to preserve them and refrigerate, the
machines that we now use for production are bigger and practical and they
improve the baking process, processing, cooling, etc.. and have also changed the
working techniques and created in the same kitchen preparation areas such as
"hot" "cold" and "pastry" to cite examples and correctly separate these from the
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services area, and this has increasing capacity, thereby creating large halls in
some restaurants.
The raw material has changed, creating prepared bases for a lot of foods,
especially in relation to the seasonings and spices to speed up production and
enhance the flavor longer.
All these technological factors influence the quality and capacity of staff, thus also
improving the processes of care to the customer as well as the level of
communications.
Ecologic Factors
Today there is a concern that the restaurants should be environmentally friendly
through good practices in operations, that is why many restaurants give emphasis
to the conservation of resources and the environment. Surco district is one of the
leaders and pioneers in Lima to start to encourage people about recycling. That's
why many restaurants have started to put these practices to thereby promote the
conservation and care, an issue that actually helps in promotion issues, because
the clients appreciate a business that takes care of the environment.
Care can also be seen in the use of inputs that are under a ban, for example
months ago, was the ban of shrimp, and we annually have the ban of black
scallops and the shrimp3, this bans apply to the extraction, processing,
transportation, marketing and utilization., etc. By respecting these opinions, the
local restaurants and food outlets, contribute to the ethical care of resources,
emphasizing their social responsibility to the environment.

2.2. Competitive Analysis

Direct competitors
3 http://www.produce.gob.pe/index.php/prensa/noticias-del-sector/132decomisan-35-kilos-de-camaron-de-rio-en-villa-maria-del-triunfo
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Bamb: A place that offers the most representative food of Asian countries, in an
agile and exquisite, in a youthful atmosphere that brings to mind the theme
Modern Asian Pop.
A temple of flavor that brings the Monkey King from ancient Asia under an optical
fun and delicious. A letter mischievously varied and freshly prepared food, a
cooking totally exposed and imposing.
Bamboo brings modern oriental cooking experience. Travel with your senses to
the delights and follies of the Asian world.
Bamboo, "Journey to the taste of the Orient"
Chinawok: Fast food restaurants inspired by Peruvian-Chinese cuisine. Chinawok
started 12 years ago in Peru with the vision of creating a restaurant concept that
would allow us to compete anywhere in the world.
Indirect competitors
Telepizza: Telepizza is a company located in 10 countries all around the world,
with more than 1200 stores. Here in Peru they have around one year of
operations and 8 restaurants in strategic areas, and they can offer the service of
restaurant and delivery, it is recognized for their fresh ingredients and pizzas with
a Mediterranean style.
Pardos: Pardos chicken was created in 1986, is recognized as a leader in the
roast chicken sector for the quality and excellent standards that they have in their
products and in their service. Pardos Chicken has locations all around Lima and it
is also located now in Miami, Usa.
2.3 Market Potential
Vivawok is located in Surco district which has as a main target the population from
Surco in the areas from Caminos del Inca and Miraflores until Ovalo Higuereta ,
the socioeconomic status in which focuses are A and B and the range of ages
goes from 18 years old until 35 years combining a young market that is looking for
simple, cheaper and tasty food.

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C.SWOT DIAGNOSIS
External Opportunities

People's tastes are changing in Lima as they become more aware of the
health hazards of eating the fast food and quick carry-out lunches that were
so popular in the mid to late 20th century.

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More diners than ever prefer healthy options over fatty processed foods.
Vivawok have an opportunity to define what healthy fast-food eating means
for the modern consumer.

External Threats

Traditional fast-food chains boast vast, established distribution systems and

globally recognized brands, and they are not sitting idly by while the fast-

casual segment attempts to gain market share in the industry.

Numerous popular fast-food chains (KFC, Burger King, Mc Donald), which
once only offered unhealthy meals, now include healthy salads, wraps and
snacks at a fraction of the price of fast-casual restaurant's menu items.

This can dampen the fast-casual segment's momentum by eliminating loyal

fast-food customers' incentives to stop visiting their favorite chains.

Worsening economic conditions can impede the growth of the fast-casual

segment, as well, as restaurateurs in the segment saw in the aftermath of
the global recession that kicked off in 2008.

The average cost for a lunch at a fast-casual restaurant ranges from S/.10
to S/.25, which can be too expensive for people struggling to keep their
expenses under budget.

Internal Opportunities
Fast-casual restaurants' business models provide opportunities to invest
more money into their local economies than large fast-food chains.

Smaller fast-casual like Vivawok chains often buy produce, meat and other
ingredients locally, providing a boost to agricultural economies wherever a
fast-casual restaurant is located.

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This small boost to the local economy can slightly increase the demand in
the local restaurant industry, including the fast-casual segment.

Fast-casual restaurants often pay higher hourly wages than traditional fastfood chains.

This provides an opportunity to attract more experienced and qualified job

applicants, subsequently boosting product and service quality.

Internal Threats

The unique business model of the fast-casual segment presents a number

of threats in addition to opportunities.

The very sourcing and compensation policies that provide internal

opportunities serve to increase fast-casual restaurant's costs compared with
other fast-food outlets, for example, forcing them to keep their prices high or
cut into their profit margins.

Using a wide range of fresh, organic ingredients can also expose fastcasual chains to a higher risk of ingredient spoilage and waste, pushing
costs up even higher.

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