Banh Xeo an La Ghien

Executive stocky This report bequeath discuss to the grittyest degree An La Ghien eating grazes (Dang Truong Ltd come with) in Vietnam. These eaterys volunteer to consumers Banh Xeo, which is 1 of the nearly famous handed-down fodder in Vietnam. Firstly, the report leave alone find well-nigh the background of the caller-up. Due to the peevishness of the handed-down victuals of the owners and the high strike of tradition forage in Vietnam, Dang Truong Ltd eachiance receptive their premier(prenominal) An La Ghien eatery in Ho chi Minh urban center. Secondly, the cornerst unmatchable of the owners that adds the value to the success of the company is as well discussed.Their origination type is Duplication. Next, the report will analyze the strategies that the squ atomic human action 18 has applied that atomic number 18 Product & trade culture dodging, billet & differentiation strategies, store enlargeing upon and strike off building. The last part i s near tribute that the whole should concern to continue evolution and expanding in this indusattempt. Contents Executive Summary3 I. cornerstone5 II. phoner Background5 III. universe6 IV. melodic phrase Strategies and winner Factors8 a)Product and foodstuff discipline schema8 b)Positioning and Differentiation strategies8 c)The transshipment center involution Strategy10 )Building a starchy check off give away10 V. tribute11 a)Geography working out Strategy11 b)Promotional unify11 VI. Conclusion12 VII. indication List13 Introduction Dang Truong Ltd bon ton or An La Ghien eating place has overt since 2008. It was established by Mr. Dang Hoai Phong and her wife, Truong Thi Thanh Truc, because of their traditional pabulum passion. An La Ghien proposes many lovable of Banh Xeo, a kind of Vietnamese traditional pancakes. With the alone(p)(p) discernment of their products, Banh Xeo An La Ghien has become one of the famous traditional food restaurants grease nam es in Ho chi Minh city aft(prenominal) 5 age operation.Until now, Dang Truong party has 4 An La Ghien Branches on Ho qi Minh City. According to Huy Hiep (2010) An La Ghien restaurant becomes one of the top 10 distinctive food restaurants of Ho chi Minh City. This document will analyse the schema of the company and the critical success factors that has lead An La Ghien to survive and take rapidly. More all over, it too gives the recommendations for the company in align to swan their proceeds. exercise 1 Reproduced from An La Ghien restaurant 2008 family Background It brush aside be seen that Banh Xeo is a traditional food of Vietnam it was passing accepted by Vietnamese for a long time ago.People who live in Ho Chi Minh City atomic number 18 somely from countryside of Vietnam, they migrate to Ho Chi Minh City in pose to stool and live. Therefore, those mass always miss the taste of countryside foods. It has led to the high demand of Banh Xeo that has tradition al taste, countryside taste. Moreover, the tourism of Vietnam has been developed rapidly in recently old age. It is the fastest growth in ASEA (My Hanh 2010). It actor the number of spendmaker come to Vietnam is summationd. Further more(prenominal), overseas tourists always emergency to try Vietnamese traditional food and abide countryside sightseeing. According to Ngan Hao (2010), Mr.Phong and Mrs. Truc, the owners of An La Ghien eaterys, ar from the South-Western of Vietnam where is know as the original place of Banh Xeo. In the past, family of Mr. Phong and Mrs. Truc had tradition of fashioning Banh Xeo, so they incur the hereditary formula for making origianal Banh Xeo. With above gibe of teaching of tourism and high demand of traditional foods in Ho Chi Minh City, An La Ghien Restaurant was opened the get-go branch in 2008 by Mr. Phong and Mrs. Truc. With that hereditary formula, Banh Xeo of An La Ghien is real crisp it has a unique big H and traditional tast e.Besides the unique taste, the theatre be design follow the countryside style all of tables, chairs are made from bamboo. It attracts a enormous amount of foreign customers come to An La Ghien restaurants. pic participate 2 Reproduced from An La Ghien 2008 Innovation The factor that contributed in the success of An La Ghien Restaurants is Innovation in Thinking. Innovation is the victimisation of original ideas that induce a smartfangled, conk out things (McShane & Travaglione 2007). With the Innovation of Mrs. Truc and the group of chef of An La Ghien restaurants, they befuddle created many ideas of making Banh Xeo.In tradition, in that location is only when one kind of Banh Xeo that is made from sift powder, shrimp, pork and bean sprouts. Adopting the ideas from making pizzas, An La Ghien has try to apply many new kind materials in nightclub to create a new kind of Banh Xeo. Untill now, thither are approximately 10 kinds of Banh Xeo in An La Ghien restaurants, for example, White crab mushroom Banh Xeo, Japanese Abalon Mushroom Banh Xeo and Day-Lily Flower Banh Xeo. pic Figure 3 Adopted from An La Ghien website (2008) altogether kinds of new Banh Xeo that are created by An La Ghien are very delicious, good for the health.The Innovation of An La Ghien restaurants has strengthened the product development system of the company, it help attracting more and more consumers by those unique products, taste and quality. The unique products are the differentiation of the company. According to Kuratko (2009) the figure of An La Ghien Restaurant is Duplication which is the tax return of an existing product. Banh Xeo is a traditional food of Vietnam, but it has only 1 kind of Banh Xeo. An La Ghien has used their creative thought to create many new kinds of Banh Xeo. Business Strategies and Success Factors Product and market development strategyAccording to Kotler et al. (2006) in exhibition to achieve profitable growth for the company, the family m ust evaluate and choose the development strategies. Product and market magnification storage-battery grid is the most democratic tool for choosing the growth strategies. pic Figure 2. Product/Market expansion Grid (Reproduced from Kotler et al. 2006) It hind end be seen that An La Ghien is development both Market sixth sense and Product Development strategies. Banh Xeo is a traditional pancake of Vietnam. It has been accepted by Vietnamese for long time ago, so the firm has used traditional Banh Xeo in order to come home Ho Chi Minh City market.Moreover, in order to attract likely customers and keep the loyal customers An La Ghien similarly uses product development strategy. It has led that the firm has created and modified many new kinds of Banh Xeo anyhow the traditional taste. Positioning and Differentiation strategies In order to build competitive advantages, An La Ghien decides to use differentiation strategy in the Porters free-enterprise(a) Strategies (Daft 2007). It fashion they provide distinctive products that have high quality, unique taste to a encompassing targeted market. pic Figure 3. Porters Competitive Strategies (Reproduced from Daft 2007)By development Differentiation Strategy, the loaded has build for them a high beat on the market because most of Banh Xeo providers in Ho Chi Minh City are small restaurants or Roadside restaurants. They provide Banh Xeo with lower quality for example, lower wholesome standard. Banh Xeo Dinh Cong Trang Restaurant is one of the most hot Banh Xeo providers in Ho Chi Minh City. They provide high quality Banh Xeo, but they have lower service quality and less(prenominal) puzzleal advantages because they have online 1 restaurant compare with 4 branches of An La Ghien. Figure 4. Position of An La Ghien on the marketThe break in Expansion Strategy According to Strickland and Thompson (1999) by utilise geography expansion strategy, the firm will open new stores in the targeted market. It will hel p the company pass by the market boffoly. Dang Truong Company is besides using this strategy in order to cross the market and build the strong brand name, competitive advantages for An La Ghien restaurants. subsequently 5 years existing on the market, Dang Truong Company has had 4 An La Ghien branches in near Ho Chi Minh City that are District 3, District 10, District 1 and Phu Nhuan District Branches.By opening these branches, the targeted customer can easily find and come to try the products of company. It will increase the convenience of consumers and the number of loyal customers. Building a strong brandname According to Kotler et al. (2006) a good name can add greatly to a products success. It was greatly true for An La Ghien restaurants. Dang Truong Company distinct to name their restaurants An La Ghien it was a footsure name. That name is a Vietnamese name, it means if you try, you will be addicted.At the first time seeing that name, people will be shocked, feel curi ous and call for to try in order to follow out their curiousness. That has led the number of customers of An La Ghien was bewitching high at some first periods operation. Moreover, combining with the unique flavor and circumscribed kinds of Banh Xeo, most of customers are satisfied or addicted after trying Banh Xeo of An La Ghien restaurants. An La Ghien restaurant received the present to become one of the top 10 distinctive food restaurants of Ho Chi Minh City from Peoples delegacy of Ho Chi Minh city in 2010 (Huy Hiep 2010).It has made An La Ghien become an mental testify of popular restaurant for both foreign tourists and local people. Furthermore, in recently years, people are more concern slightly the caoutchouc and hygiene of food. Knowing about the trend of market, An La Ghien had enough condition to get certificate of achieving the hygiene and safety food standard (An La Ghien 2009). Moreover, they withal participate in many aliment and Beverage Fair of Vietnam. I t helps raising the position of An La Ghien image on the market. Recommendation After about 5 years openning, Dang Truong Company have been successful in operating An La Ghien Restaurants.However, in order to keep growing the business in the rising, there may have some strategies that company should follow Geography Expansion Strategy It can be known that An La Ghien is using geography expansion strategy. They currently have 4 branches over Ho Chi Minh City and it helped Dang Truong to be successful on the market. However, in order to sustain the growth of their business, An La Ghien Restaurant should continue chimneysweeper the number of their store. The Stores Expansion will help firm make all of potential customers on the market (Strickland and Thompson 1999).Beside 4 Districts that already had An La Ghien branches, Dang Truong Company should open some new branches in the separate districts where have high race or high number of foreigners much(prenominal)(prenominal) as di strict 11, district 7, tan Binh district in order to penetrate Ho Chi Minh City Market. Starbuck is a good example of using this strategy it was developed by Starbuck (Strickland and Thompson 1999). By using this strategy, Starbuck already had more than 16,000 stores in more than 50 countries around the world (Starbuck 2009). Until now, Starbuck is the most successful and respected coffee brandname over the world.Therefore, for continue growing in the future Dang Truong Company should open many other An La Ghien restaurants in other places of Vietnam such as Ha Noi, Hue after penetrate Ho Chi Minh City Market. It will help building a strong brand name for An La Ghien restaurants over Vietnam. Promotional Mix After 5 years operation, An La Ghien has achieved many successes in the food industry. However, they did not really focus on their market plan, so Dang Truong should create a good marketing plan in order to expand the market.According to Allen (2007) Promotion Mix is a strate gy that help company building blood with customers and increase the repeat sales. Advertising in order to create products awareness, An La Ghien should have an advertising plan. Therefore, the firm should choose for them the authentic media. There are some media that qualified for Dang Truong Company that is newspapers, magazines and internet. Newspapers is a cheapest media for advertising, Company can choose TuoiTre Newspaper or ThanhNien newspapers. The Company should boost their products to foreign customer through tourist magazine.Lastly, social networks such as Facebook are become more popular in recently years, by using Internet Dang Truong Company can advertise through social network, it is more efficient. sales promotion In order to increase the sales, we should create some sales promotions in the special festival or holiday of Vietnam for example, the company can create some combos with bundle price for their food in Tet holiday, Christmas, happy new years, Valentine Day, etc. Moreover, in order to increase the repeat sales, Dang Truong Company should provide promotion to the loyal customers such as vouchers, coupon.Conclusion Although Banh Xeo An La Ghien has just opened for 5 years, it has become one of the most tradition Banh Xeo restaurants in Vietnam because they had applied very well their strategies in order to grow such as product and market development strategies and Geography exapansion strategy. Besides those strategies, there are some factors that contribute in the success of the firm, for example, the innovation of the chefs, the tourism and successful brand name building. However, in order to sustain the growth of he company in the future, the firm should continue expanse their store not only in Ho Chi Minh City, but also over Vietnam. Moreover, they should apply some new strategies that are diversification strategy and doing more promotion. Reference List Allen ,K 2007, growing and managing a small business an entrepreneurial p anorama, Houghton Mifflin Company, viewed thirteenth Jan 2013. An La Ghien Restaurant 2008, IMG_24002, image, An La Ghien website, viewed twelfth Jan 2013, An La Ghien Restaurant 2009, Products picture, image, An La Ghien website, viewed 12th Jan 2013, An La Ghien Restaurant 2009, GI?Y CH? NG NH? N AN TOAN V? SINH TH? C PH? M, An La Ghien Website, 12th Jan 2013, Daft, R. L 2007, Understanding the Theory and Design of brass section, Thomson South-Western, USA, view thirteenth Jan 2013 Huy Hiep 2010, 100 dieu thu vi kham pha thanh pho Ho Chi Minh, Vietnamtourism, February 27th 2010, viewed thirteenth Jan 2013, Kotler, P, Armstrong, G, Hoon Ang, S, Meng leong, S, Tiong Tan, C and Tse D 2006, Principles of Marketing An Asian perspective, 7th edition, Pearson Education, New Jersey, viewed fourteenth Jan 2013.Kuratko, D. F 2009, Introduction to Entrepreneurship, 8th edition, Shouth-Western Cengage Learning, viewed 12th Jan 2013. Ngan Hao 2010, An La Ghien Thiet , Kien Thuc online, Januar y 23rd 2010, viewed 13th Jan 2013, McShane, S and Travaglione, T 2007, Organisational Behaviour on the peaceable Rim, 2nd edition, McGraw Hill Australia Pty Limited, Australia, viewed 13th Jan 2013.My Hanh 2010, Du lich Viet Nam tang truong cao, Saigon Giai Phong online newspaper, May 8th 2010, viewed 13th Jan 2013, Starbuck 2009, company profile, Starbuck website, viewed 12th Jan 2013, Strickland, A. J and Thompson, A (1999), Strategic Management, eleventh edition, The McGraw-Hill Companies, viewed 12th Jan 2013, Price Service, products quality Banh Xeo An La Ghien Banh Xeo Dinh Cong Trang Roadside Restaurants