I.

THE MARKETING PLAN

A. MARKETING OBJECTIVES
1. Target market

Type of Segmentation
segmentation criteria Target segment

Region Domestic/international

Geographic
Density Urban/rural

Age 8 – 45

Gender All gender

Bachelor Stage: young, single people not living at home

Newly Married Couples: young, no children
Easterners

Life-cycle stage

Income Low and middle

Students, employees, professionals

Foreigners and local people who are working in offices nearby.
Demographic Students of universities and schools nearby.
Occupation Vietnamese people who are living, working, studying nearby.

Degree of loyalty ‘Hard core loyals’ and ‘Switchers’

Benefits sought Cost benefits, time efficiency

Personality Easygoing & careless

Behavioral User status Potential and regular fast food eaters

Social class Lower, working and middle classes

Psychographic Lifestyle Enjoy new experience

2. Sales Forecast Years 1-3

 1. POTENTIAL CUSTOMER
Total population: 64 097 085.
West Midlands population: 5 860 706.
Birmingham population: 1 137 123.
People 8 – 45: 55.4% 629 710.
Lower and middle class: 82% 516 360.
Penetration: 80% 413 100.

2. POTENTIAL MARKET SHARE

Frequency/year: 12
Market size: 4 957 200

3. POTENTIAL MARKET SHARE & SALES

Market share: 6%
Unit price:
Potential sales:
Sell out in unit:
Sell out in value:

5 YEARS MARKET PROJECTION

YEAR 1 YEAR 2 YEAR 3 YEAR 4

YEAR 5

Market size: 4 957 200 5 512 406 6 129 796 6 816 333 7 579 762
Market growth: 11,2% 11,2% 11,2% 11,2%

5 YEAR BUSINESS AMBITION

YEAR 1 YEAR 2 YEAR 3 YEAR 4

YEAR 5
Market share: 6% 7% 8,15% 9% 9,5%
Sell out:
Growth:
 3. Market penetration and coverage

B. SWOT ANALYSIS
1. Strengths
 Cheap and fast meal.
 Unique tasty.
 High differentiation.
 High level of profitability.
 Available raw materials.
 Friendly and polite service style.
 Bring new experiance.

2. Weaknesses
 Banh mi is known to be high on calories.
 Brand value and brand awareness are low.
 High employee turnover.

3. Opportunities
The barriers to entry are low.
The people in UK have busy lifestyles and the fact that fast food restaurants are known for a
quick and convenient service, they have become a part of the fast paced UK lifestyle.
(https://www.ukessays.com/essays/business/the-uk-fast-food-market.php)
Emergence of Online Platforms will Kickstart Developments in the Fast Food & Takeaways
Market.

4. Threats
Competition from quality fast food chains, quick-service eating establishments, casual dining
full-service restaurants, street stalls or kiosks, cafés,100% home delivery/takeaway providers.

There are many alternatives products:

Sandwiches: Greggs, Subway and Thurstens
Burgers: McDonalds and Burger King
Chicken: KFC
Pizza: Pizza Hut Domino’s Pizza
Fish and Chips
Indian and Chinese Takeaway

Threats from contamination of the food.

Fast food market saturation in UK.

Lawsuits against the company.

Currency fluctuations.

New entries

Competitors have more experience on running restaurants/company in UK.

SO
Create more market share.
Create a strong brand.
Expanding more branches.
Increasing sales, partners.
WO
Invest in human resources training to
ensure quality of service
Raise capital
Enhancing focus on nutritional menu.
Home delivery of meals.
Improving CSR aspect of the business.

ST WT

Set higher goals Increase promotion

Makes a difference with the opponent Product innovation

C. PRODUCT ADAPTATION OR MODIFICATION

1. Core component
Provide breakfast, bring 100% Vietnamese flavor, fresh, clean ingredients and fast services.

2. Packaging component
If consumers take – away Banh mi, we”ll wrap the product into the paper bags, banana leaves
or consumers’ bags instead of nilong bags in order to protect the environment.

D. Marketing mix:
1. 1. Product:
Vietnamemese traditional cuisine
Fresh, safe materials to ensure the foods safety standard
Diversity kinds of Banh mi.
Menu:
Pulled Chicken- Seasoned and shredded organic chicken breast
Saigon Style Seasoned Pork - Marinated pork loin in our special house sauce
Vietnamese Steamed Chicken - Seasoned ground chicken steamed in banana leaves
Grilled Chicken - Marinated & grilled to perfection
Combination - Your choice of two proteins
Chinese BBQ Pork - Marinated pork in Cha-Xiu seasoning then baked to perfection
Traditional Vietnamese Sandwich - Seasoned ground chicken steamed in banana leaves &
Cured Pork Roll
Vietnamese Shrimp Po' boy - Louisiana style fusion Banh Mi with fried shrimp
Grilled Beef - Marinated beef loin in our special house sauce
Grilled Tofu - Seared marinated tofu
2. Place:
Address: B28 8AD, Stratford Road, Birmingham, West Midlands, UK.
 E. PROMOTION MIX
1. Advertising
1. New Routemaster advertising in the New Routemaster Bus
 There are 1,000 New Routemaster in London United including Stratford Road
 New Routemaster is the symbol of thailand.  Our advertisement image will attach to
Birmingham's life style.
 New Routemaster provide 7 days 24 hours services a day  It can highly generate
frequency and awareness as nobody can avoid seeing the AD
 New Routemaster AD is a proven strong supporting advertising medium in
Birmingham.
 New Routemaster AD can more competitive edges in term of being different besides of
normal basic media.
2. The London Underground advertising
 The London Underground is a public rapid transit system serving London, England and
some parts of the adjacent counties of Buckinghamshire, Essex and Hertfordshire in the
United Kingdom. The network has expanded to 11 lines, and in 2017/18 carried 1.357
billion passengers, making it the world's 11th busiest metro system. The 11 lines
collectively handle up to 5 million passengers a day.
 Specifically, we choose to advertise inside the train, because the route is quite long so
it makes customers feel bored. These advertisements will help customers reduce the
boredom of taking a train as well as getting more information about a new brand.
 This promotional campaign has been tested and successful for the Buger King brand in
Korea.
3. Web design from Aksel Digital Marketing Company
Benefits from Aksel Digital Marketing Company:
 Up to 5 product categories
 Custom Design
 Full Responsive
 30 Single-column web pages
 Maximum 15 Menus
 Up to 8 Blog Categories
 4 Banner Design
 Logo customization
 Seto Google
 Google Analytics and Google Webmaster Tools
 Social Media Integration
 Search Engine Friendly Design
 1 Contact Email Submission Form
 Basic Search Engine Optimization
 Data Entry Training
4. Search engine optimization Ario Marketing Company
- For next 9 months, we use 2 tools of advertising
1. Search engine optimization
2. Facebook ads
 2. Sales promotion
- In the day of grand opening, we discount 10% from 6am to 10pm.
- For loyalty customers, we discount 5 – 10%.
- Escpecially for happy hour: we have 20% discount for lucky customer in the happy
day.
- For international festivals in Birmingham, we will offer discounts of 5 - 10% for visitors
to attend the festival.
- Birmingham is home to many national, religious and spiritual festivals, the store will
cut the price from 50% for the first 1 million guests, especially there will be big deals
for the 1 million guest.
3. Personal selling
4. Other promotional methods
F. DISTRIBUTION
G. CHANELS OF DISTRIBUTION
H. PRICE DETERMINATION
 OPERATING COST:
- Wages for waiter:
+ We have 2 shift/ day:
Day shift: from 6:00 am to 14:00 pm: 2 person
Night shift: from 14:00 pm to 20:00: 2 person
+ Each person can have 2 day-off per month
+ Salary: £7.7 per hour for 1 person
+ Total cost per month: £7.7 * 8 * 28 * 4 = £6899.2
+ Total cost per year: £6899.2 * 12 = £82790.4
- Wages for chef: £27,000 per year
- Basic cost (Basic (Electricity, Heating, Cooling, Water, Garbage)
per month.
- + For 85 m2: £127.91
+ For 95m2: £142.96
+ Total cost for 1 year: £1715.5
- Internet (60 Mbps or More, Unlimited Data, Cable/ADSL) .
+ For 95 m2: £30.32 / month
+ Total cost for 1 year: £363.84
- Restaurant: £1.042 per month, £12,500 per year
 TOTAL OPERATING COST: £10 364/ MONTH, £124 370/ YEAR

 INGREDIAN COST:

NAME UNIT PRICE

Fresh-baked French Loaf £ 0.9
baguette
Cucumber Kilogram £ 0.77
Tomato Kilogram £ 1.93
Carrots Kilogram £ 0.37
Parsley Kilogram £2
Pâté Kilogram £5
Pork loin
Chicken Breasts Kilogram £5
(Boneless, Skinless)
Beef Kilogram £ 6.86
Egg Dozen £ 1.74
Tofu
Shrimp

I. TERM OF SALE
Total Population: 64,097,085 (http://fita.org/countries/uk.html)
England populated: 55.62 million.
(https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/population
estimates/bulletins/annualmidyearpopulationestimates/mid2017)
Scotland populated: 5,42 million. (https://www.statista.com/statistics/281174/uk-population-
by-age/)
Wales populated: 3,13 million. (https://www.statista.com/statistics/281174/uk-population-by-
age/)
Northern Ireland populated: 1,87 million. (https://www.statista.com/statistics/281174/uk-
population-by-age/)
The UK’s middle class: 64 % of the population.
(https://www.thisismoney.co.uk/money/news/article-4443694/UK-middle-class-one-smallest-
poorest-Europe.html)

Absolute low income: 22%

(https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_dat
a/file/691917/households-below-average-income-1994-1995-2016-2017.pdf)

Tổng thông tin dân số, khu vực, tuổi)

(https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/population
projections/datasets/z1zippedpopulationprojectionsdatafilesuk)

Low and middle class in Birmingham (https://www.ilivehere.co.uk/statistics-birmingham-

3696.html)

Martket growth: https://www.hospitalityandcateringnews.com/2018/10/report-shows-twenty-

percent-growth-fast-food-takeaway-sector/

Salary: https://www.gov.uk/national-minimum-wage-rates

Chef wage: https://www.caterer.com/salary-checker/average-head-chef-salary

Basic cost & internet: https://www.numbeo.com/cost-of-living/in/Birmingham

Bread: https://www.numbeo.com/food-prices/in/Birmingham

Cucmber
https://www.google.com/search?q=price+Cucumber+uk&oq=price+Cucumber+uk+&aqs=ch
rome..69i57j0l2.9097j1j7&sourceid=chrome&ie=UTF-8
Carrot https://www.statista.com/statistics/467003/carrots-wholesale-price-average-united-
kingdom-uk/

Parsley http://www.georgeperry.co.uk/HERBS/
Pâté:https://www.mysupermarket.co.uk/shelves/Pate_in_Tesco.html?LandingScript=click::{
%22ID%22:%22Register%22}