Marketing Plan For A Cafeteria In Vietnam

Currently in Vietnamese cultural, spending time in a cafeteria is no longer simply an activity of enjoying a cup of coffee and a light meal. For many it is also a hobby as well as a way of relaxing after work or hanging out with friend and family at the weekend. Therefore, a large number of cafeterias have been established in Vietnam. Running a cafeteria in Vietnam can be highly profitable due to this Vietnamese interest and habit. However, there are few cafeterias which have the ability to maintain their success because of tough competition in a crowded market. There are many reasons for failure in this business area, but a common reason is the lack of an efficient marketing plan. Large numbers of cafeterias result in customer variety of choice. Thus, without an efficient marketing plan, a new cafeteria faces lots of challenges in its attracting customer’s attraction and winning against other competitors in this market. The purpose of this thesis was to create a marketing plan for an existing cafeteria in Vietnam in order to help it develop into a higher level of success and sustainability. The theoretical background discusses the cafeteria business, marketing mix, social media marketing and market analysis. The research methods for the case study were qualitative and quantitative. In addition, the secondary information which supports the thesis‘s knowledge base is gained from specific books and internet sources. The marketing plan was required to consider the utilization of efficient marketing channels in order to attract a larger number of new customers, maintain the loyalty of regular customers and achieve a higher level of development in performance and sustainability. The marketing plan which was created sufficient distribution channels which are relevant to new trending social media in the aim of winning target customers’ attention