Executive Summary:
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[pic 1][pic 2][pic 3] I. EXECUTIVE SUMMARY:[pic 4]Gà Tập Tạ Quán is a 150 seat countriside style restaurant that is located in 112 Nguyen Thi Minh Khai street, District 1, this is the heart of Ho Chi Minh city. The key factors to the success of Gà Tập Tạ Quán are “Serving up the natural goodness”. It means that every single ingredient created our dishes is chosen very carefully with 100% from nature. We have earned the trust of our customers through maintaining consistency in the quality of our products. Since our inception, we have followed the principle of providing superior quality products at competitive prices. We choose the best “Free Ranger Chicken Herb” (Gà thả vườn thảo mộc) that are checked by Vissan with HACCP 2003 certificate not only to ensure our customer’s health, but also to ensure the unique flavour and the quality of nutrition for our dishes. The recipe of more than 10 herbs and spices used in preparation of our chicken helps to create a special flavour for our products. Mr. Tan, a close customer said that: “I love GTT Quán environment. It is a good choice for people like me, who want to run a way from the hustle and bustle of the crowded place, and enjoy special food from Vietnamese country side.”. We has satisfied the Vietnamese people with unique taste, hospitality, and the enthusiastic in every single dish that we serve.According to our CEO: “Customers are god and we are family members”. It is true, because in Gà Tập Tạ Quán Family, we value the people who work for us. Quality employees make quality food, keep the restaurant cleaner, give better service, and stay employed longer. Nhi-an experienced waitrest said: “I have worked to many restaurants, but I decided to stay here for a long time, not only because GTT Quán pay me high, but also I love being a part of a group with a crazy amount of passion for this restaurant. I’m very glad to be a part of it”. II. COMPANY DESCRIPTION:1. Business name: “Gà Tập Tạ Quán”[pic 5]“Gà Tập Tạ Quán” – It’s true that when people hear this name for the first time, they will be curious. They may ask what is it? They may be suprised and think it’s funny.It also in our marketing plan. We use an easy, strange and special name that can cause people’s attention. When people are noticed about the name, they may find information related to it. At the same time, we posted advertisements in online social network like youtube and facebook to give people more information about us. [pic 6]“Gà Tập Tạ” does not mean a chicken do exsercise in a funny way that people think. It means GTT Quán use 100% Free Ranger Chicken Herb” (Gà thả vườn thảo mộc) that are checked by Vissan with HACCP 2003 certificate. These chickens and pigs can run freely in an open area without fences. When farmers using this way animal’s meat will be more delicious and yummy than in a close area.Why we call “Gà Tập Tạ Quán”, instead of “Gà Tập Tạ Restaurant”?The reason is we are a Vietnamese country side style restaurant. Therefore, we think that “Quán” brings a savour of Vietnamese country side rather than restaurant. In addtion, “Quán” is more familiar with Vietnamese than Restaurant. When people hear “Quán”, they may think about a restaurant that bring traditional Vietnamese food which also support our product core value.
3. Target Customers“986,700 people”Lets see how we can assume that number[pic 7]Looking at the graph, we can see that young people from 25 to 54 years old accounts for nearly half of the population with 48%. Gà Tập Tạ Quán target customers are those love enjoy chicken and fork bbq in a traditional Vietnamese method. Our customers includes young people like students and officers, group of people like family, friend club or staffs. Therefore, we focus on people in two age groups (15-24 and 25-54 years old) with 18% and 48% respectively. [pic 8]Looking at the graph, we can see that in the 15-54 age groups, there are more than 28,000,000 males and about 27,000,000 females. [pic 9]There are more people who live in urban area will come to Gà Tập Tạ Quán more than people who live in rural area which accounted for 66,40% in the total population.In conslusion, our target customer are 15-54 years old, a little more males than females and live in urban areas. In more detail, Gà Tập Tạ Quán is located in the heart of Ho Chi Minh City which has more than 11,000,000 people. Therefore, we assume that 30% of people who live in Ho Chi Minh city at the 15-54 years old will come to our restaurant which is about 986,700 people.III. STRATEGIC FOCUS AND PLAN1. Mission and VisionMission: to deliver the tastiest and quality roast chicken to customers Vision: “Ga Tap Ta” will attract a huge number of customers in Ho Chi Minh City. 2. GoalsThe first year: We expect to get more loyal customers and build the relationship with them.The second year: Give more strategies to generate more profits and recover the funds and the start-up cost in order to get break-even point.The third year: Expand our business by opening new branches.3. Core Competency and Sustainable Competitive AdvantageCore competence: our business ensures that the products, which are made from the fresh and clean garden chicken, are tested carefully with HACCPSustainable Competitive Advantage: To compare with other restaurants which specialise about chickends like Gà Nướng Bùi Thị Xuân, Barbecue Garden and so on, we will have the secret strategies to develop. Moreover, we will offer the promotion to attract and meet the needs of customer. IV. CORE PRODUCTS: