Phân tích 7P của Pizza 4P\'s PDF

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MINISTRY OF FINANCE UNIVERSITY OF FINANCE – MARKETING FACULTY OF MARKETING

SERVICE MARKETING Code: 2021702052705

FINAL EXAM

ANALYSIS FOR MARKETING STRATEGY OF PIZZA 4P’S RESTAURANT SERVICE Class: CLC_19DMA05 Team’s members names and IDs: Phạm Thảo Nguyên - 1921005570 Đoàn Vân Nhi - 1921005580 Phạm Ngô Đăng Khoa -1921005469 Trương Đặng Ngọc Linh - 1921005506 Nguyễn Thị Thu Trang – 1921005729 Huỳnh Anh Tuấn - 1921005749

Ho Chi Minh, 2021

TEACHER COMMENT ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ................................................................................................................................................

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TABLE OF CONTENTS TEACHER COMMENT .................................................................................................................. i TABLE OF CONTENTS ................................................................................................................ ii LIST OF FIGURES ......................................................................................................................... v LIST OF TABLE ........................................................................................................................... vi Section 1. Introduction .................................................................................................................. 1 1.1 Objective of ours study .......................................................................................................... 1 1.2 Report flow ............................................................................................................................ 1 1.3 Introduce ................................................................................................................................ 2 1.4 Core values ............................................................................................................................ 3 1.5 Vision and mission ................................................................................................................ 3 Section 2. Market & Competitors Analysis ................................................................................ 4 2.1 Market situation ..................................................................................................................... 4 2.2 Competitors ........................................................................................................................... 5 Section 3. Target customers analysis & Positioning Strategy ................................................. 12 3.1 Targeting .............................................................................................................................. 12 3.2 Consumer Behavior ............................................................................................................. 13 3.2.1 Need arousal ............................................................................................................ 13 3.2.2 Information search ................................................................................................... 13 3.2.3 Evaluation of alternative solutions .......................................................................... 13 3.2.4 Purchase decision .................................................................................................... 15 3.3 Encounter stage.................................................................................................................... 15 3.4 Post – encounter purchase ................................................................................................... 16 Section 4. Analyzing the Marketing Mix (7Ps) Strategies ....................................................... 18 4.1 Services Product strategy..................................................................................................... 18 4.1.1 Characteristics of restaurant service at Pizza 4P's.................................................. 18 ii

4.1.2 Core product ............................................................................................................ 19 4.1.3 Supplementary service.............................................................................................. 22 4.1.4 Branding Strategies for Service ............................................................................... 25 4.2. Pricing strategy ................................................................................................................... 25 4.2.1 Cost-based pricing ................................................................................................... 27 4.2.2 Value-based pricing (Customer-based pricing) ....................................................... 28 4.2.3 Competitor-based pricing ........................................................................................ 29 4.3. Distribution strategy ........................................................................................................... 29 4.3.1 Distribution channel system ..................................................................................... 30 4.3.2 Distribution intermediaries ...................................................................................... 31 4.3.3 Distribution strategy ................................................................................................ 33 4.4. Promotion strategy .............................................................................................................. 34 4.4.1 Who - Target audience ............................................................................................. 34 4.4.2 What - The message to convey ................................................................................. 34 4.4.3 How - Through a variety of communications channels............................................ 35 4.4.4 Where & When ......................................................................................................... 44 4.5 Service processes management ........................................................................................... 44 4.5.1 Service processes...................................................................................................... 44 4.5.2 Customers as co-producer ....................................................................................... 50 4.6 Physical evidences management ......................................................................................... 50 4.6.1 The Servicescapes Model ......................................................................................... 50 4.6.2 Behavior Consequences of Affect ............................................................................. 50 4.6.3 Internal responses of customers ............................................................................... 51 4.6.4 Envinronmental dimensions ..................................................................................... 52 4.6.5 Put it together ........................................................................................................... 55 4.7 People management ............................................................................................................. 56 iii

4.7.1 Service Personnel as a Source of Customer Loyalty and Competitive Advantage .. 56 4.7.2 The Frontline in Low-Contact Services ................................................................... 57 4.7.3 Emotional Labor ...................................................................................................... 57 4.7.4 From the Cycle of Mediocrity to the Cycle of Success ............................................. 58 4.7.5 Human Resources Manament – How to Get It Right ............................................... 62 4.7.6 Service Leadership and Culture ............................................................................... 66 Section 5. Evaluation & recommendation................................................................................. 68 5.1 Services Product strategy..................................................................................................... 68 5.2 Pricing strategy .................................................................................................................... 68 5.3 Distribution strategy ............................................................................................................ 69 5.4 Promotion strategy ............................................................................................................... 69 5.5 Service processes management ........................................................................................... 70 5.6 Physical evidences management ......................................................................................... 71 5.7 People management ............................................................................................................. 74 Conclusion .................................................................................................................................... 75 List of References & Originality ................................................................................................ 77 Appendices ................................................................................................................................... 80 Report plagiarism ........................................................................................................................ 81

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LIST OF FIGURES Figure 1.1: Logo of Pizza 4P’s ........................................................................................................ 2 Figure 3.2: Factors which Vietnamese people care about when they choose eating outside........ 13 Figure 3.3: Positioning map of Pizza 4P's ..................................................................................... 16 Figure 4.4: A picture of Pizza 4P's product................................................................................... 21 Figure 4.5: Logo of 4P's services .................................................................................................. 25 Figure 4.6: Menu of Pizza 4P's ..................................................................................................... 26 Figure 4.7: Menu of Pizza 4P's ..................................................................................................... 26 Figure 4.8: Operation Process and Utilities of AhaMove ............................................................. 31 Figure 4.9: Operation Process and Utilities of AhaMove ............................................................. 32 Figure 4.10: Operation Process and Utilities of AhaMove ........................................................... 32 Figure 4.11: Happy Hour Campaign picture ................................................................................. 39 Figure 4.12: Pizza 4P's website ..................................................................................................... 40 Figure 4.13: Act 1: Prologue and Introductory Scenes ................................................................. 45 Figure 4.14: Act 2: Delivery of the core product .......................................................................... 47 Figure 4.15: Act 3: The drama concludes ..................................................................................... 48 Figure 4.16: Act 3: The drama concludes ..................................................................................... 49 Figure 4.17: Pizza 4P's Layout and Interior .................................................................................. 53 Figure 4.18: Pizza 4P's Layout and Interior .................................................................................. 53 Figure 4.19: Signs, Symbols, and Artifacts ................................................................................... 54 Figure 4.20: Signs, Symbols, and Artifacts ................................................................................... 54 Figure 4.21: Signs, Symbols, and Artifacts ................................................................................... 55 Figure 4.22: Signs, Symbols, and Artifacts ................................................................................... 55 Figure 4.23: Pizza 4P's Employee ................................................................................................. 56 Figure 4.24: Pizza 4P's Employee ................................................................................................. 57 Figure 4.25: Cycle of Mediocrity .................................................................................................. 58 v

Figure 4.26: Cycle of Mediocrity Features ................................................................................... 59 Figure 4.27: Cycle of Success ....................................................................................................... 59 Figure 4.28: Pizza 4P's Recruitment Claim................................................................................... 61 Figure 4.29: The Service Talent Cycle.......................................................................................... 63 Figure 4.30: Yosuke Masuko and Sanae Takasugi - Founder of Pizza 4P's ................................. 66 Figure 5.31: Evidence from the comments or reviews on review websites .................................. 71 Figure 5.32: Evidence from the comments or reviews on review websites .................................. 72 Figure 5.33: Evidence from the comments or reviews on review websites .................................. 72 Figure 5.34: Evidence from the comments or reviews on review websites .................................. 72 Figure 5.35: Evidence from the comments or reviews on review websites .................................. 73 Figure 5.36: Employee Retention in The Past 2 Years ................................................................. 74

LIST OF TABLE Table 2.1: Competitors of Pizza 4P's .............................................................................................. 5 Table 4.2: Pricing strategy of Pizza 4P's and Competitors ........................................................... 27

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Section 1. Introduction 1.1 Objective of ours study As a branch of the fast food business, the revenue of pizza and burger chains has continuously increased in recent years. In terms of scale, this restaurant chain is still behind the fried chicken chains, but the growth rate is much higher. In 2019, the Pizza Hut chain achieved a revenue of VND 749 billion, while The Pizza Company achieved more than VND 617 billion, up 21.8% and 24% compared to 2018. Considered "later born, late born" in this group, but Pizza 4P’s also continued to close the gap when recording revenue of nearly 570 billion dong, up 34%. Pizza easily wins the hearts of customers thanks to the main ingredient made from wheat flour, similar to bread, which is familiar to the taste of Vietnamese people. In a report three years ago, Euromonitor once valued the pizza market in Vietnam with a scale of nearly $120 million. Therefore, our team chose to analyze the Marketing Mix activities of Pizza 4P’s's restaurant service of Pizza 4P’s Joint Stock Company. For the purpose of mentioning and analyzing the problems in the implementation of Pizza 4P's Marketing strategy to be able to offer, analyze and clarify how the restaurant has built its brand, built its position and approached than with customers. In this report, we apply the knowledge we have learned to analyze the 7P marketing mix strategy of Pizza 4P's restaurant and offer suggestions and solutions to improve marketing activities.

1.2 Report flow Section 1: Introduction - We will introduce the Pizza 4P’s company, study objectives and report flow. Section 2: Market & Competitors Analysis - We will Analyze the current market situation for the service and identify the competitors of Pizza 4P’s. Section 3: Target customers analysis & Positioning Strategy - We will identify the target customers of the company and describe some of target customers' relevant behaviors and identify positioning strategy of Pizza 4P’s. Section 4: Analyzing the Marketing Mix (7Ps) Strategies - we will analyze the Marketing Mix (7Ps) Strategies of Pizza 4P’s

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Section 5: Evaluation & recommendation - We will evaluate each ...