Hua Thi Ngoc Huyen

Nguyen Thi Thuy Linh

Pham Thi Thuy Vien

1. Company
- Company Overview: Pho 24 belongs to the Vietnamese restaurant chain of
Viet Thai International (VIT). This is the home of Highlands Coffee, La
Vie En Rose, Emporio Armani... The first store was opened in June 2003
in Ho Chi Minh City. Chi Minh.. The name Pho 24 does not originate from
the story that the price of a bowl of pho is 24 thousand, but rather
emphasizes that: 24 spices are needed to create the flavor of a bowl of pho.
The pho recipe is researched to suit the number of diners, so the pho is not
too sweet or too salty. Northerners, Southerners, Westerners and Chinese
can all eat it. They have expanded their presence into the Texas market.
- Business Objectives: The company's objective may include establishing a
strong brand presence in Texas, attracting a diverse customer base, and
achieving profitability
- Marketing Strategy: Pho24 may employ strategies to provide an authentic
Vietnamese dining experience, maintain food quality, and engage with the
local community
2. Competitor
- Direct competitors: They have the same target customers, product types,
market segments and development strategies similar to your business,
including Vietnamese food restaurants and Pho shops. currently available
in the US Texas market such as Huynh Restaurant, Little V Vietnamese
Bistro
- Indirect competitors: They have the same field of operation as your
business but do not have the same products and business strategies. These
include existing international food stores and fast food stores. is the
preferred choice of most Americans, or street food stalls, food street,..
- Potential competitors: They are businesses that can compete with Pho 24
in the future. may include companies competing in the same product,
service, related market or pho brands from other geographic regions, other
states and with similar products.
3. Customer
- Pho24's customer analysis reveals a diverse but discerning clientele in the
Texas market. The primary customer base comprises the Vietnamese
community, known for their deep appreciation of authentic Vietnamese
pho. For them, taste, authenticity, and quality are paramount. Ensuring that
the pho closely matches traditional Vietnamese flavors and maintains
high-quality ingredients is crucial. In addition, Vietnamese customers also
have high demands on restaurant space. They want a Vietnamese-style
space with familiar, rustic materials.
- On the other hand, international customers who have a penchant for
Vietnamese cuisine also form a significant segment. They appreciate both
authenticity and variations that cater to their palate. This group of patrons
displays a genuine fondness for Vietnamese cuisine. They are drawn to the
authentic flavors and culinary traditions that Vietnamese cuisine embodies.
However, what sets them apart is their openness to variations and
adaptations that cater to their diverse palates. While they appreciate the
authenticity of traditional Vietnamese dishes like pho, they are also
receptive to menu items that offer a fusion of flavors or creative
interpretations of classic dishes. This adaptability presents Pho24 with the
opportunity to explore a broader range of culinary offerings that can
satisfy the discerning tastes of their international clientele while staying
true to the essence of Vietnamese cuisine.