1.

VŨ THỊ VÂN ANH

– BABAIU13015
2. NGÔ HOÀNG CHIẾN
– BABAIU13041
3. PHẠM THANH GIA HUY
– BABAIU13097
4. JONATHAN BORGONHA POLLMANN
– BA15EX21
5. NGUYỄN ĐÔNG TRÌNH
– BABAIU13311
6. TRẦN MINH TÚ
– BABAIU14308
WHY
THE KAfé

WHERE
TO ENTRY

HOW
TO JUMP IN
 - THE KAfé AGENDA -
WHY
THAILAND CAGE
ABOUT THE KAfé MARKET ANALYSIS
MODE OF ENTRY

WHY WHERE HOW

THE KAFÉ TO ENTRY TO JUMP IN

7PS WHY
MARKETING AUSTRALIA
CHANCES TO
MIX MARKET
GROW
KAfé
COMPETITIVE
ADVANTAGE THE KAfé
COMPETITORS
SWOT
ANALYSIS
ABOUT
THE KAfé

Founded in 2013, KAfé Group has

quickly established itself as the
first urban fusion cafe-restaurant
chain in Vietnam – one of the
world’s fastest-growing emerging
markets – offering fresh,
affordable and quality fusion
casual dining targeting affluent
and young local and expat
consumers.
 ABOUT
THE KAfé

- TARGET CUSTOMERS -

INCOME GENDER
AB+ Both Male &
(> 8millions) Female

AGE ATTRIBUTE
18 – 40 years old Enjoy life, love
themselves, care
about health

LOCATION LIFESTYLE
Live in key cities love hanging out
(Special in HCM eating with friends
& Hanoi) or family
 WHY
THE KAfé

THE KAfé
- 7PS MARKETING MIX -

PROMOTION
PLACE PRODUCT Seasonal promotion,
PRICE
20  dining  outlets  in   casual  fusion  food   specially in holidays or (40.000  – 170.000  VND)
prime,  busy  and   combining  Vietnamese   national events. They Price  strategies  are  
central  locations  in   and  Asian  cuisines   use almost of the social based  on  valuable  meals  
key  cities:  Hanoi  and   with  modern  global   channel (Foody, for  AB+  segment  
Ho  Chi  Minh food  trend  inspirations Facebook, Instagram, (income  >8millions)
Facebook, PR Articles).
 WHY
THE KAfé

THE KAfé
- 7PS MARKETING MIX -

PHYSICAL PEOPLE PROCESS

EVIDENCE Employees have a serve  only  whole  foods  
Focus on clean and hygienic standard uniform. They prepared  in  their  kitchen  with  
interiors. All the KAfé’s focus on friendly services the  freshest  food  possible  
locations are similarly created which staffs is proactive through   local  sourcing  from  
with a warm & cozy of family to serve and wait for certified  farms  that  pass  their  
environment customers to have their stringent  food  safety  and  
order decisions quality  control.
- COMPETITIVE ADVANTAGES -
 WHY
THE KAfé

THE KAfé
- COMPETITIVE ADVANTAGES-
• Safe and healthy farm-to-table food
(organic food)
• Various food type from Western to
Eastern (The Kafe Village, The Kafe
Box, The Kafe Pressed Juice, The
Burger Box)
• Vibrant, casual and modern dining
atmosphere
• Good brand image with quality
interface look on both digital and
physical place.
• Strong financial support from investors
 WEAKNESSES OPPORTUNITIES
STRENGTHS • Since all the • Healthy food
• serves a variety food was THREATS and drinks is
of simple, safe, prepared by still the global
their Chef from • The unique trend to attract
fresh food using selling point of
the purest of Australia. It’s investors from
difficult for The KAfe is worldwide.
local, natural based on
ingredients them to have • Chances to
fast and product. expand new
• Convinient Therefore, it
location in flexibility product type
may be face

SWOT
central city responses from (ready-to-go
the new trend with the food & drinks)
• Good brand imitation of
store and of customers’
tastes other
product image competitors
• socially • Waiter/Waitress
skills may be • Vietnamese
conscious, customers
the problems

ANALYSIS
community- aren’t loyal
oriented because they
are almost much and easy
company with a to jump to
“people first” young people
or part-time competitors
mentality and • Residents may
have motivation student. (Some
may lack of not be ready to
to drive people shift to a fairly
lives more customer-
experienced premium and
healthy healthy taste.
• Reputation Chef skill)
from Australia
• Strong financial
 - THE KAfé AGENDA -
WHY
THAILAND CAGE
ABOUT THE KAfé MARKET ANALYSIS
MODE OF ENTRY

WHY WHERE HOW

THE KAFÉ TO ENTRY TO JUMP IN

7PS WHY
MARKETING AUSTRALIA
CHANCES TO
MIX MARKET
GROW
KAfé
COMPETITIVE
ADVANTAGE THE KAfé
COMPETITORS
SWOT
ANALYSIS
WHERE
TO ENTRY
THAILAND
MARKET
 WHERE
TO ENTRY

THAILAND
- CONSUMER BEHAVIOR -
Thais  usually  eat  out  as  a  regular  part  of  their  social  
life (Agriculture  and  Agri-­Food  Canada,  2014)

Purchase  decisions  
are  made primarily  
at  shops  (Nomura  
Research  Institute,  
2013)
 WHERE
TO ENTRY

THAILAND
- CONSUMER BEHAVIOR -
• Southeast Asian cuisine is
prefered (Titima
Vangvanitchyakorn, 2000)
• Thailand’s tourists are also an
important component of food
service (foodexport.org)
• Thai consumers would prefer
online food delivery service
(Nomura Research Institute,
2013)
 WHERE
TO ENTRY

THAILAND MARKET ENVIRONMENT

- SOCIAL FACTOR -
Demographics
(Source: indexmundi.com, as cited in Central Intelligence Agency, 2014)

ü Large population (15 - 60 years old).

Literate population due to
comprehensive schooling, increased
overseas studies, international à
high demand on healthy food and
drink (Global Agricultural Information
Network, 2014).

ü Complex composition of ethnicities,

which makes them familiar and eager
to try new products.
 WHERE
TO ENTRY

THAILAND MARKET ENVIRONMENT

- POLITICAL FACTOR -
ü Corruption is widespread at all levels of Thai
society. A cultural proclivity to view bribery as
a normal part of doing business (The Heritage
Foundation)
ü With no minimum capital requirement, but
licensing requirements remain time-
consuming. Labor regulations are relatively
flexible, but informal labor activity remains
substantial (The Heritage Foundation)
ü When it comes to standards, quality and
hygiene are the major focus areas in the
processed food sector (Agriculture and Agri-
Food Canada, 2014)
 WHERE
TO ENTRY

THAILAND MARKET ENVIRONMENT

- TECHNOLOGY FACTOR -

53.6% of Thai consumers

use an online food

delivery service, deriving
from the frequent use of smartphone
(Nomura Research Institute, 2013)
 WHERE
TO ENTRY

THAILAND MARKET ENVIRONMENT

- ECONOMIC FACTOR -
Spending Patterns
• Healthy food has witnessed tremendous growth over
the last 5 years in Thailand: ‘naturally healthy foods’
are growing at between 7% – 15% year on year
(Agriculture and Agri-Food Canada, 2014)
• Cost for eating out is relatively low (Nomura Research
Institute, 2013)
• Thai consumer spend around 24.8% of their income
on food (UN Data, 2014)
• The increase in the daily minimum wage have
provided more disposable income for Thai consumers
to try new restaurants (Global Agricultural Information
Network, 2014)
 WHERE
TO ENTRY

THAILAND MARKET ENVIRONMENT

- ECONOMIC FACTOR -
 WHERE
TO ENTRY

- THAILAND MARKET COMPETITOR -

• DIRECT COMPETITORS:
(Healthy  cafés  and  restaurants)
Joe’s Table (coffee, gourmet & small meals with good
product packaging and interior decoration)

Le Dalat (restaurant sell Vietnamese dishes with warm

and cozy interior decor)

Vietnamese and more (restaurant sell

Vietnamese/Thai/French dishes with warm interior decor )

• INDIRECT COMPETITORS: Organic

Starbucks (coffee &dessert)
Many coffee-shop based on Thailand
with good interior décor
Bars: Thai people prefer bars to cafés.
E.g.: Maggie Choo’s, Tuba Bar, Cloud 47
• There  are  a  lot  of  competitions between  various  
types  of  dishes  around  the  world  in  Thailand  (Italian,  
Japanese,  Chinese,  etc.  food).
• Sanitary  barriers make  it  quite  difficult  for  a  
Vietnamese  firm  to  enter  to  this  country.
• However,  Thais  enjoy  trying  new  products,  
especially  servings  with  good-­looking  appearance  in  a  
well-­decorated  restaurant.

Product  Variety
 WHERE
TO ENTRY

- THAILAND GROWTH OPPORTUNITIES-

• Buddhists and the well-literate young occupy

most of the population of Thailand, which implies a
huge demand on healthy and vegetarian food.
• Tourists, one of the most important segment in
Thailand, prefer to try any kind of food which is
sold in Thailand.
• The trend of good-looking and healhty food
creates opportunities for choosing a healthy
restaurant with well designed space.
• A reasonable price in food quality and taste will
make The KAfé stand out.
• Our menu varies from Asian to Western food
and drink, as long as they are healthy
AUSTRALIA
MARKET
 WHERE
TO ENTRY

AUSTRALIA
- CONSUMER BEHAVIOR -
• Australia’s APPETITE FOR ORGANIC FOODS at record
levels (http://www.euromonitor.com/consumer-lifestyles-
in-australia/report)
• A strong demand for high value products from Asia,
North America and Europe.
• Australians value healthy products and are willing to
pay more for these goods.
• Australians are increasingly concerned with their health
and the environment. Consequently, demand is rising for
fresh and organic foodstuffs, environmental markets and
products linked to energy saving technology.
• The key determinants in grocery shopping habits
include food safety, location and good value.
 WHERE
TO ENTRY

AUSTRALIA
- CONSUMER BEHAVIOR -

Overall, Aussies’ favorite dinner takeaway is

Chinese, followed by Italian and Thai, however not
every state agrees:
• NSW = Thai as their preferred (22%)
• Victoria = Italian (17%)
• South Australians = American fast-food (39%)
• Western Australians = Chinese food (32%)
• Queensland = Chinese (28%)
• https://www.commbank.com.au/blog/eat-­‐in-­‐or-­‐out-­‐
australians-­‐love-­‐convenience.html

*Roy  Morgan,  2015,   Shifting   in  Australian   Customer  Shopping   Habit  (http://ausfoodnews.com.au/2015/05/18/res earch-­survey-­rev eals-­more-­aus tralian-­gr ocery-­shoppi ng-­habits.html)
 WHERE
TO ENTRY

AUSTRALIA
- CONSUMER BEHAVIOR -
• They tend to search for online testimonials
before going to any restaurants.
• Young Millennial prioritize low prices when
shopping for food at retail. They’re more likely
than older generations to indicate the
importance of a low price when buying food
• Besides some similar behaviors to
Australians, Vietnamese communities in
Australia demand traditional Vietnamese
dishes, made with organic and healthy food.

*SOURCE: Roy Morgan, 2015, Shifting in Australian Customer Shopping Habit http://ausfoodnews.com.au
 WHERE
TO ENTRY

AUSTRALIA MARKET ENVIRONMENT

- SOCIAL FACTOR -
Demographics
(The Australian population is ageing
(http://demographics.treasury.gov.au/ - Australian Government Treasury) )

ü Australia  consumer  
tends  to  eat  out,  but  at  
fast  food  restaurants.
ü Australian  population  is  
ageing,  leading  to  a  
higher  percentage  of  
people  in  the  middle  
age.
=>  Tend  not  to  try  new  
things,  eat  healthier  
Source:  http://www.aihw.gov.au/australias-­‐welfare-­‐2015-­‐in-­‐brief
=>  In  need  of  organic  food.
 WHERE
TO ENTRY

AUSTRALIA MARKET ENVIRONMENT

- POLITICAL FACTOR -

ü Highest Political Freedom

scale
(https://freedomhouse.org)
ü Good state of Government
Transparency
ü Stable Politic Status à
STABLE TO FORM
BUSINESS
 WHERE
TO ENTRY

AUSTRALIA MARKET ENVIRONMENT

- TECHNOLOGY FACTOR -

✓ High technology among citizen. People are used to

using high technology appliances in daily life.
 WHERE
TO ENTRY

AUSTRALIA MARKET ENVIRONMENT

- ECONOMIC FACTOR -

ü Its growth rate reached 2.4% in 2015,

declining slightly in comparison to
2014. => stable economic
ü Incomes in Australia have risen
faster than food prices
ü Spending on food has increased 13
percent over the past 20 years, while
incomes have risen 36 percent.
 WHERE
TO ENTRY

- AUSTRALIA MARKET COMPETITOR -

• DIRECT COMPETITORS:
(Healthy  cafés  and  restaurants)
Little Big Sugar Salt (healthy local food & Australian
style of coffee)

Admiral Cheng Ho (restaurant with various healthy

dishes; offer nice view with key location in Australia)

Yong Green Food (vegan restaurant with brand essence

is healthy serving dishes; offer similar store atmosphere )

• INDIRECT COMPETITORS:
Gloria Jean’s Coffees (local coffee &dessert
which Aussie enjoy using their own local brand)
Bondi  Pizza (fast-food chain which Aussie have the
habit of consuming fast-food)
Organic
ü There  is  a  growing  need  for  healthy  food  increasing  in  
Australia.  The  competition  in  healthy  food  service  is  
quite  instensive  among  those  strong  existing  
competitors.

Product  Variety
 WHERE
TO ENTRY

- AUSTRALIA GROW OPPORTUNITIES-

ü Australia is suffering from ageing population, which
creates chances for the elderly who are seeking for
healthy menus to be served in our restaurants.
ü There are opportunities in dominating over food retail
& delivery, especially vegetables, since we own a farm
and can produce fresh ingredients to supply
supermarket or grocery stores.
ü Also, yoga enthusiasts is now looking for fresh, clean,
nutritious and well prepared diets to save their time.
ü New Zealand is quite close to Australia, which could
easily be our next destination in brand extension.
Experience gained from the establishment process in
Australia can be used in building a restaurant chain in
New Zealand thanks to their similar cultures.
 THAILAND
CAGE ANALYSIS
 - THAILAND CAGE ANALYSIS -
• The employment rate of married women in Thailand is
high (70%), just FEW of them COOKING AT HOME
(Nomura Research Institute, 2013).

C
• Thai people DO NOT USE the LATIN ALPHABET, which
costs us a sum of money to translate our menu and
branding package into their language.
• WORD OF MOUTH recommendations have big impact in
suppliers' sales and reputation (Export Entreprises SA,
2016).
• Thais PREFER STREET STALLS AND KIOSKS rather than full
CULTURE service restaurants.
DISTANCE • Thai people love GOOD-LOOKING DISHES.
• There is a recent trend of shifting to HEALTHY food in
Thailand.
• Most of Thai population practice Buddhism and have the
demand on VEGETARIAN FOOD.
 - THAILAND CAGE ANALYSIS -

• Thailand is constantly suffering from POLITICAL

INSTABILITY in recent years, running the risk of

A
establishing a business here.
• SANITARINESS and LABOR RIGHT are the most
concerns when doing food service business in
Thailand.
• CORRUPTION and BRIBERY are commonly practiced
in Thailand.
• LISCENSING requirements are quite easy, with no
ADMINISTRATION capital constraints. However, it is TIME-CONSUMING
DISTANCE without bribery.
• Enforcement of INTELLECTUAL PROPERTY RIGHTS in
Thailand are relatively as WEAK as Vietnam. There
are theats of imitation when operating business
here.
 - THAILAND CAGE ANALYSIS -

• Thailand is NEAR Vietnam, which makes it

easier for supply chain and logistics.
• We have the SAME TIME ZONE, causing it

G
easier for oversea communication and
management.
• GOOD TRANSPORTATION system among
ASEAN countries.
• Not only Thai citiziens but also TOURISTS
enjoy RESTAURANTS LOCATED IN
THAILAND.
• Thailand obtains SAME NATURAL
GEOGRAPHICAL RESOURCES as Vietnam, which means that
DISTANCE we do not need to import most of our
ingredients to this country.
 - THAILAND CAGE ANALYSIS -
• International/High-end Restaurants have the highest
growth in the restaurant sector with a total market
value of more than US$500 million. This segment
represents about 10% of the restaurant industry. In

E
Thailand, Vietnamese restaurants are ranked one in
top 5 of consumer preference (Global Agricultural
Information Network, 2014).
• Restaurant industry in Thailand is quite DIVERSIFIED. In
other words, they strongly welcome new businesses in
this field. Moreover, they prefer to spend on prepared
food.
• The FINANCIAL SYSTEM remains relatively RESILENT
ECONOMIC and sound despite ongoing political uncertainty (The
Heritage Foundation).
DISTANCE • LOW RENTAL COST reduces business burden.
• HIGHER INCOME in recent years makes it easier for
Thais to eat out.
• HIGH TARIFFS for imports, but SAME TAX RATE in
business operation.
 WEAKNESSES OPPORTUNITIES
STRENGTHS • Since all the • Healthy food
• serves a variety food was THREATS and drinks is
of simple, safe, prepared by still the global
their Chef from • The unique trend to attract
fresh food using selling point of
the purest of Australia. It’s investors from
difficult for The KAfé is worldwide.
local, natural based on
ingredients them to have • Chances to
fast and product. expand new
• Convinient Therefore, it
location in flexibility product type
may be face

SWOT
central city responses from (ready-to-go
the new trend with the food & drinks)
• Good brand imitation of
store and of customers’
tastes other
product image competitors
• socially • Waiter/Waitress
skills may be • Vietnamese
conscious, customers
the problems

ANALYSIS
community- aren’t loyal
oriented because they
are almost much and easy
company with a to jump to
“people first” young people
or part-time competitors
mentality and • Residents may
have motivation student. (Some
may lack of not be ready to
to drive people shift to a fairly
lives more customer-
experienced premium and
healthy healthy taste.
• Reputation Chef skill)
from Australia
• Strong financial
 AUSTRALIA
CAGE ANALYSIS
 - AUSTRALIA CAGE ANALYSIS -
• Australians are willing to spend more on meals ($53.55 per
person when dining)

C
(http://i0.dacdn.net/The_Dimmi_Australian_Dining_Index%202014-v3-online.pdf)

• Australian cuisine is a fantastic melting pot of flavors, meaning

it’s perfect for foreign brands to enter3
• Australia has a huge range, from Asian to Middle Eastern foods,
that we now consider part of the national cuisine3
• On average, Australians eat out 3.5 times a month and buy
takeaway food 4.1 times3
• 77 per cent of Australian families still eat dinner together five
or six times a week3
CULTURE • The millennial tend to look for low price and testimonials on
DISTANCE Facebook before going to the restaurants.
• Australians love fast food but they are now trying to shift to
healthy dishes.
• Young generation loves to have customized food

(*3) http://www.goodfood.com.au/lifestyle/cuisine/bitesize-­‐view-­‐of-­‐a-­‐
nation-­‐20120317-­‐1vbna.html
 - AUSTRALIA CAGE ANALYSIS -
• For many states in Australia (NSW, VIC, QLD and ACT) it is
mandatory to have a food supervisor available at all times5
• Australia is a member of the TPP, along with Vietnam, easing

A
business transactions
• Compliance with all food safety regulations differ by states
and are different in New Zealand compared to Australia
• If leasing premises, the owner will usually require that rent
be paid one month in advance, with an additional security
deposit or bank guarantee payable on entering into the
lease7
• In terms of staffing issues, Australian laws require mandatory
health care, paid/unpaid leaves, tip allowances and union
ADMINISTRATION organizing
DISTANCE • Restaurant’s menus have to address childhood obesity; diet-
related diseases; food safety; menu labeling; and allergen
concerns.
• Restaurants are affected by a wide variety of politically
motivated tax laws and financial regulations.
*5:  https://www.foodsafety.com.au/resources/guides-­‐how-­‐tos/everything-­‐you-­‐
need-­‐to-­‐know-­‐about-­‐starting-­‐a-­‐food-­‐business/
*7:  https://www.quora.com/How-­‐can-­‐a-­‐foreigner-­‐start-­‐a-­‐business-­‐in-­‐Australia
 - AUSTRALIA CAGE ANALYSIS -

• Australia is surrounded on all sides by water and most of

the population lives near the coast6

G
• Australia is a very large country and very modern,
allowing for easy transport to and from restaurants and
cities. However, it may cost a lot to transport.
• It is fairly easy to find a good restaurant to rent out due
to the strong real estate industry and well-built buildings
• The climate year round is very warm near the coast,
similar to Vietnam, allowing for greater synergy between
food and location
• Australia is quite far from Vietnam in comparison with
GEOGRAPHICAL Thailand.
• The climate and land here are suitable for growing a farm
DISTANCE to reduce the cost and risk of imports.

(*6):  http://www.movingtoaustralia.com.au/australian-­‐
culture/moving-­‐to-­‐australia-­‐australian-­‐food/
 - AUSTRALIA CAGE ANALYSIS -

• There is significant expansion in casual dining

and takeaway channels2

E
• The Australian Restaurant industry has grown by
5.7% on last year1
• There are expanding opportunities for specialist
retailers in foodservice markets such as fresh
vegetables, meat, and poultry2
• Spending on food and incomes have all
increased
• Australian is not only willing to spend on
ECONOMIC restaurant food, but also on retail food
DISTANCE
(*1):  http://i0.dacdn.net/The_Dimmi_Australian_Dining_Index%202014-­‐v3-­‐online.pdf
(*2):  http://www.agriculture.gov.au/SiteCollectionDocuments/ag-­‐food/publications/rpi-­‐
pubs/rdc-­‐outcomes/foodmap-­‐full.pdf
(*4):  http://www.goodfood.com.au/good-­‐food/food-­‐news/how-­‐australia-­‐eats-­‐the-­‐
ultimate-­‐pie-­‐chart-­‐20131102-­‐2wstm.html
WHERE
TO ENTRY

ü Australia attains more stable politics than Thailand,

with higher rate of transparency.
ü This country offers more areas and opportunities to
expand the locations with various choices thanks to
the immense land.
ü There are fewer competitions about healthy Asian
food in Australia.
ü Australian people are actually ready and shifting to
health-oriented food in comparison with Thais.
ü The Australian is willing to pay more on healthy food.
ü Our restaurant design and food decoration fit well
with the slow-pace atmosphere in Australian culture.
 - THE KAfé AGENDA -
WHY
THAILAND CAGE
ABOUT THE KAfé MARKET ANALYSIS
MODE OF ENTRY

WHY WHERE HOW

THE KAFÉ TO ENTRY TO JUMP IN

7PS WHY
MARKETING AUSTRALIA
CHANCES TO
MIX MARKET
GROW
KAfé
COMPETITIVE
ADVANTAGE THE KAfé
COMPETITORS
SWOT
ANALYSIS
MODE
OF
ENTRY
HOW
TO JUMP IN

-­‐ WHY  PARTNERSHIP  -­‐

ü A  partner  can  help  us  with  its  well-­‐known  
brand  name,  location,  marketing  channel  
and  legal  procedure.  Moreover,  they  have  
already  had  experience  in  their  local  
culture,  with  a  number  of  relations, which  
is  easier  and  faster  for  us  to  adapt  with  the  
Australian  business  environment.

ü The  partner  may  help  us  reduce  the  cost  of  

consumer  research  and  assist  us  with  their  
already-­‐established  logistics.
HOW
TO JUMP IN

WHO WE CHOOSE? OpenTable Australia

From helping restaurants grow and run the businesses, to
enabling diners to discover and book the perfect table every
time they dine, OpenTable’s story is one of connection—among
diners, restaurants, and their communities.
WHY CHOOSING THEM?
OpenTable Australia was built with digital team’s expertise and
more than 30 years of knowledge, has partnered with more
than 20 of Australia’s most well-respected restaurant, travel,
event and leisure consumer brands to help attract more diners
through the door of their partner restaurants.
Their innovative partnerships, include foodie events across
Australia, as well as membership-driven partnerships
encouraging more diners to eat out and book online.
THANK
YOU