HANOI NATIONAL UNIVERSITY
UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES
DOAN QUANG DONG
DEVELOPMENT STRATEGY OF KIEU GIANG RESTAURANT CHAIN
Major: Tourism
(Pilot training program)
MASTER'S THESIS IN TOURISM
SCIENTIFIC INSTRUCTOR: ASSOCIATE PROFESSOR, DR. TRAN DUC THANH
Hanoi, 2013
INDEX
List of abbreviations 4
List of tables 6
Opening 7
1. Reasons for choosing topic 8
2. History of research on issue 8
3. Objectives and tasks of topic 9
4. Subject and scope of research topic 10
5. Research methods 10
6. Thesis layout 10
Chapter 1. THEORETICAL BASIS OF BUSINESS STRATEGY 11
1.1. Theoretical basis of strategy 11
1.1.1. Concept of strategy 11
1.1.2. Contents of strategy 13
1.1.3. The role of strategy for business 13
1.2. Steps in strategic planning research 14
1.2.1. External environment research 14
1.2.2. Internal environment research 15
1.2.3. Setting business goals 16
1.2.4. Develop strategies to achieve goals 16
1.2.5. Strategic Choice 17
1.3. Techniques for analyzing business strategy orientation 18
1.3.1. External Factor Evaluation Matrix 18
1.3.2. Internal Factor Evaluation Matrix 19
1.3.3. Matrix for evaluating strengths, weaknesses, opportunities and threats ..21
1.3.4. Strategic choice matrix 22
1.4. Experience in restaurant chain business in the world and Vietnam 23
1.4.1. In the world 23
1.4.2. In Vietnam 29
Chapter 1 Summary 33
Chapter 2. ANALYSIS OF THE CURRENT BUSINESS ENVIRONMENT OF KIEU GIANG RESTAURANT CHAIN 34
2.1. General overview of Kieu Giang 34 restaurant chain
2.1.1. The process of formation and development of Kieu Giang restaurant chain ..34
2.1.2. Organizational structure of Kieu Giang 35 restaurant system
2.1.3. Business areas of Kieu Giang 36 restaurant chain
2.2. Analysis of the external environment of Kieu Giang 36 restaurant chain
2.2.1. Macro environment 37
2.2.2. Micro environment 41
2.2.3. External Factor Evaluation Matrix 44
2.3. Analysis of the internal environment of Kieu Giang 45 restaurant chain
2.3.1. Potential resources 45
2.3.2. Administration 47
2.3.3. Marketing 48
2.3.4. Internal Factor Evaluation Matrix 50
2.4. Content of restaurant chain development 51
Chapter 2 Summary 53
Chapter 3. CHOOSING STRATEGY AND PROPOSED SOLUTIONS TO IMPLEMENT THE CHAIN DEVELOPMENT STRATEGY
KIEU GIANG RESTAURANT 54
3.1. Development orientations of Kieu Giang restaurant chain 54
3.1.1. Development goals 54
3.1.2. General orientation 54
3.1.3. Specific orientation 54
3.2. Proposing a development strategy for Kieu Giang restaurant chain through SWOT matrix analysis 54
3.2.1. Matrix for evaluating strengths, weaknesses, opportunities, and risks 54
3.2.2. Strategic options 56
3.3. Choosing a development strategy for Kieu Giang restaurant chain 57
3.3.1. Key strategies 57
3.3.2. Choosing strategies through the QSPM matrix 58
3.3.3. Selected strategies and corresponding solutions 61
3.4. Some proposed solutions to implement strategy 61
3.4.1. Management solutions 61
3.4.2. Investment solutions and capital mobilization 63
3.4.3. Human resource development training solutions 64
3.4.4. Solutions for diversifying food service products 65
3.4.5. Solution to Boost Marketing Activities 66
3.4.6. Food safety solutions, customer safety 68
3.4.7. Franchise solutions 72
3.5. Recommendation 73
3.5.1. Recommendations to the Government 73
3.5.2. Recommendations for Ministries and branches 75
Summary of chapter 3 78
CONCLUSION 79
REFERENCES 81
APPENDIX 84
List of abbreviations
ANZ Australia and New Zealand Banking Group Limited
Australia and New Zealand Banking Group Limited
ASEAN Association of Southeast Asean Nations
Association of Southeast Asian Nations
CPI Consumer Price Index
Consumer price index
CT-TW Directive - Central
DODO Dealer Own Dealer Operate
Seller owned, seller operated
EFE External Factor Evaluation
Evaluate external factors
GDP Gross Domestic Product
Gross domestic product
HACCP Hazard Analysis and Critical Control Point
Hazard Analysis and Critical Control Point System
IFE Internal Factor Evaluation
Evaluate internal factors
ISO International Organization for Standardization
International Organization for Standardization
KFC Kentucky Fried Chicken
Kentucky Fried Chicken
MTV One Member
Staff
QSPM Quantitative Strategic Planning Matrix
Strategic choice matrix
SHBC Hong Kong and Shanghai Banking Corperation
The Hongkong and Shanghai Banking Corporation
SSOP Sanitation Standard Operating Procedures
Cleaning procedures and sanitation control procedures
SWOT Strengths; Weaknesses; Opportunities; Threats.
Strengths; Weaknesses; Opportunities; Threats.
TCVN Vietnam Standard Limited Liability Company USD United State Dolar
US Dollar
VCCI Vietnam Chamber of Commerce and Industry
Vietnam Chamber of Commerce and Industry
WTO World Trade Organization
World Trade Organization
List of tables
Number of tables | Title | Page |
Table 1.1: External Factor Evaluation Matrix (EFE Matrix) 19 Table 1.2: Internal Factor Evaluation Matrix (IFE Matrix) 20 Table 1.3: Strengths, Weaknesses, Opportunities, Threats Matrix (SWOT Matrix) 21 Table 1.4: Strategic Selection Matrix (QSPM Matrix) 23 Table 2.1: Vietnam's economic growth rate 37 Table 2.2: Vietnam's population structure by age group 38 Table 2.3: Vietnam population forecast 2015 – 2050 39 Table 2.4: External factor evaluation matrix 44 Table 2.5 Labor structure at Kieu Giang restaurant chain 45 Table 2.6: Internal factor evaluation matrix 50 Table 3.1: Strengths, Weaknesses, Opportunities, Threats Matrix 55 Table 3.2: Strategic options 56 Table 3.3: Strategic Choice Matrix (SO Group) 59 Table 3.4: Strategic choice matrix (WO group) 60 Table 3.5: Selected strategies and corresponding solutions 61 | ||
Image Catalog | ||
Number of images | Title | Page |
Figure 1.1: Michael Eugene Porter's five forces model 15 Figure 1.2: Strategy formation process 17 Figure 1.3: Logo of fast food restaurant chain McDonald's 23 Figure 1.4: Logo of fast food restaurant chain KFC 25 Figure 1.5: Logo of fast food restaurant chain Lotteria 27 Figure 1.6: Logo of fast food restaurant chain Pizza Hut 28 Figure 1.7: Logo of Wrap & Roll 29 restaurant chain Figure 1.8: Logo of Moc 30 broken rice restaurant chain Figure 1.9: Logo of Pho 24 31 restaurant chain Figure 2.1: Kieu Giang Restaurant Logo 35 Figure 2.2: Organizational chart of Kieu Giang 35 restaurant chain Figure 2.3: Vietnam's population through some time periods 38 Figure 3.1: Restaurant organizational structure diagram that should be applied in restaurant chains Kieu Giang 62 Figure 3.2: Food ingredient control process in restaurant 69 Figure 3.3: One-way food processing process 70 | ||
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INTRODUCTION
1. Reason for choosing the topic
Philip Kotler, a modern marketing researcher, advised Vietnam to become the kitchen of the world. Why did Philip Kotler advise that? Because our country is an agricultural country, and its dishes have many advantages over those of other countries, such as: compared to European dishes, Vietnamese dishes have less meat and more vegetables; compared to Chinese dishes, Vietnamese dishes have less fat; compared to Thai dishes, they are less spicy...etc. On the other hand, the dishes in Vietnamese meals have a balance of yin and yang, ensuring the health of diners. These dishes are produced and sold in restaurants, but in reality, Vietnamese restaurants have not yet promoted this issue, not only domestically but also abroad. Cuisine is one of the means to promote, advertise and build the image of the country to regional and international friends. For example: Kimchi of Koreans (South Korea and North Korea), Sushi of Japan, Pizza of Italy...etc. When talking about these dishes, people immediately think of the country that produced them. Or when going to other countries, seeing the letter M, people can imagine Macdonald's restaurant or the image of an old man wearing glasses and an apron, people can imagine KFC fried chicken. The issue of promoting Vietnamese cuisine and Vietnamese restaurant chains domestically and internationally is still new.
Vietnam's culinary market is attracting domestic and foreign investors, restaurant chains and food and beverage companies are making great strides in recent years in both quantity and quality. The chain business model really brings high and stable profits. Benefits of chain business