TOURISM UNDERSEA

RESTAURANT
Group 2.3
Trn c Bch 1306090015
Phm Th Hu 1406090030
Phm Th Mai 1406090047
Nguyn Th Nhung 1406090063
Nguyn Vit Trng 1306090085
Trn Bo Ngc 1406090061
I. Idea Generation

Strategy
I. Business Idea

1. Reason
Vietnam has a long coastal line with a wonderful bio-
diversity and pristine & vibrant coral reefs
Vietnam has special ecosystem; diversified and
beautiful aquatic life
Aquariums are now familiar in Vietnam and we want
to find something different and innovative
In Vietnam, there are no available underwater
restaurant
I. Business Idea

We finally come up with the idea of opening a

tourism underwater restaurant
Creating extraordinary & unforgettable experiences
for guests => competitive advantage for the areas
tourism
The idea of a restaurant under the sea
I. Business Idea
2. Feasibility
Specific

Time-based Measurable

SMART

Realistic Achieveable
II. External Environment Analysis
II. External Environment Analysis
1. Demographics
High population high demand
People likely to looking for new experience
Innovation is highly apreciated
II. External Environment Analysis
2. Technology
Application of new technologies and materials
Development of online marketing that can spread out
the image and brand all over the world, easier to
approach targeted customer
II. External Environment Analysis
3. Economy
The income are higher over the time
The willingness to pay for new experience of tourists is
higher
The infrastructure in Vietnam is more and more
improving and moderning
II. External Environment Analysis
4. Environment
Cleared water in the area of restaurant

Bio-diversification

Nice weather all year round

II. External Environment Analysis
5. Politics and policies
Building with very small affect to the environment,
minimize the coral reef destruction
Tax payment follow all the governments regulation
III. Five force analysis
Strength and Weakness
Strength: +uniqueness ( the first undersea restaurant in
Vietnam)
+ Luxury: suitable for businessman, combine a lot of activities
+ Quailfied staffs
Weaknesses: + expensive, quite new in Vietnam
+ difficult for transportation
Competitors: Vingroup is very famous corporation in Vietnam
+ others restaurant in land ( easier for customers to move)
Opportunity

Become a leading undersea restaurant in Vietnam

 Mission
+ Become an international restaurant in the world with excellent and
interesting food
+ Great food selection
+ Efficient and superior cusomer service
+ => because customer satisfaction is our objective
+ => employees welfare, participation, and training are equally important
to our success
IV. Internal analysis
Tangible Resources
1. Various natural coral reef and special ecosystem
2. Diversified and beautiful aquatic life
3. Abundant amount of sea species and creatures: shrimps;
pangasius; crab; oyster; tuna; marine fishes
=> Great advantage in providing beautiful aquatic scenery and
professional and delicious sea food serving
IV. Internal analysis
Intangible Resources

HUMAN RESOURCES professional staffs with knowledge; skills and

collaborative abilities

INNOVATION RESOURCES - scientific capabilities; capacity to innovate

combined with modern technologies:

+ Reality Capture + Smart Highways

Technologies + Environmental
+ Pegasus Two Technologies

+ Drone Surveying + Kinetic Roads

+ Building Technologies

+ 3D Concrete Printing
=> CORE COMPETENCIES :
1. Valuable
2. Rare
3. Costly-to-imitate
4. No substitutable capabilities
=>unprecedented underwater restaurant offering outstanding
aquatic life view with delicious seafood
VI. Value Chain Analysis
VI. Value Chain Analysis

Primary activities:
+ inbound logistics
+ operations
+ outbound logistics
+ sales & marketing
+ services & support
VI. Value Chain Analysis

Supporting activities:
+ infrastructure
+ human resources management
+ technology development & engineer maintenance
+ procedures
+ product and service management
VII. Strategy formulation
VII. Strategy formulation: Focus
differentiation

KEY
Who will be
ISSUES served?
in
BUSINES
What needs will
S- be satisfied?
LEVEL
STRATEG
How will those
Y needs be
satisfied?
WHAT: DETERMINING WHICH
CUSTOMER NEEDS TO SATISFY
Customer needs are related to a products benefits and
features
Customer needs are neither right nor wrong, good
nor bad
Customer needs represent desires in terms of
features and performance capabilities
Successful firms learn how to deliver to customers
what they want, when they want it
Customers are the lifeblood of a firm
DIFFERENTIATION
STRATEGY
Differentiation approaches
Unusual features
Responsive customer service
Rapid product innovations
Technological leadership
Perceived prestige and status
Different tastes
Engineering design and performance
HOW: DETERMINING CORE
COMPETENCIES NECESSARY TO SATISFY
CUSTOMER NEEDS

Firms use core competencies to implement value

creating strategies that satisfy customers needs

Value means goods or services that provide either

low cost with acceptable features or highly
differentiated features with acceptable costs

Only firms with capacity to continuously improve,

innovate, and upgrade their competencies can expect
to meet and/or exceed customer expectations
VIII. Strategy
We decide to follow differentiation strategy
Differentiation strategy is an integrated set of actions taken

to produce goods and services that customers perceived as

being different in ways that are important to them
Product: Tourism Undersea Restaurant
7Ps: Tourism Undersea Restaurant

Location: Hon Tre island- Nha Trang- Khanh Hoa

Hon Tre is the largest island in Nha Trang Bay with an
area of over 32.5 km, located about 5km east of Nha
Trang city centre, 3.5km away from Cau Da port. The
most beautiful nature in Vietnam, the pristine vegetation
in the area, less wind and storm, is very favorable for the
development of ecotourism and resort.
 The island planning area consists of two functional areas:
Vung Me - Bai Tru - Dam Ga - Bai Re is planned for a
group of tourism projects including 7 existing projects:
Vinpearl Vinpearl Resort & Spa Vinpearl Resort & Spa,
Vinpearl Cultural Park, Hon Tre Cultural Park, Bai Soi
Ecotourism Resort, Vinpearl Villa & Golf Resort
Outbound traffic mainly through two tourist ports in Vung
Me and Vinpearl cable car line (the longest cable car in the
world). Dam Bay is planned as a model of community
resort including the area of the World Sea Tourism Project
and the project of Dam Bay Ecotourism Village
7Ps: Tourism Undersea Restaurant
Price : acceptable level
Service: provide the seafood and traditional
Vietnamese seafood
+ Provide serving for individual customer
+ Provide transparent looking with lives from TVs
7Ps: Tourism Undersea Restaurant

Physical environment: Delicate decoration like

aquarium full of creatures and underwater species
People: Professional staffs with funny clothes like
aquatic animals : shrimp, crab, fish, sharp, turtle
II. Marketing
Target Customer:

Foreign travelers

Inbound tourists
China; Russia; Korea; Japan;
USA; France; Italy
 Number of visitors
500,000
450,000
400,000
350,000
300,000
250,000
200,000
Number of visitors
150,000
100,000
50,000
0
Concept

The place to relieve all the tense in work

and life, where you immerse in the nature,
find balance, relaxation and entertainment
for yourself and your family
Blue Print: UNDERSEA RESTAURANT Group 2.3
RESTAURANT AMBIENT MUSIC LEAVE TABLE &
PHYSICAL AIR PRESENTATION
PARKING LOT & LIGHTING MENU BILL RESTAURANT
CONDITION TASTE OF FOOD &
EVIDENCE PROVIDE COLOR
DRINKS
UMBRELLA DECORATION

CUSTOMER ARRIVE AT
TELL THE ORDER FOOD & RECEIVE THE ENJOY FOOD
THE ASK FOR BILL PAY BILL
ACTIONS BOOKING NAME DRINKS FOOD & DRINKS & DRINKS
RESTAURANT

ON-STAGE SEAT TAKE ORDER

CHECK FOR DELIVER FOOD & PROCESS BILL &
EMPLOYEE GREETING CUSTOMER UPSELLING
THE DRINKS TO DELIVER TO CUSTOMER
CUSTOMER DESIGNATED
CONTACT RESERVATION GIVE ORDER TO CUSTOMER
TABLE
THE BACK-STAGE

SERVE DRINK FIRST

BACK-STAGE
LEAD CHEF & OTHER STAFFS MAKE HELP MAIN SERVER SERVE CLEAR TABLE AND
EMPLOYEE
FOOD FOOD TO CUSTOMER STEWARDING
CONTACT
ALERT SERVER THAT THE FOOD IS READY

MOT MOT MOT

SUPPORT MOT MOT
STAFF GREETED QUICK DELIVER CORRECT BILL
ACTIONS SMILING, 5/10 RULES TAKING ORDER EXACTLY
NICELY CORRECT FOOD ORDER
Menu

Food menu Wine menu

 Room
contain
hygiene
facilities
and
furniture
Orchestra
BAR

Banquet
warehouse

LAYOUT
Total: 28 32 flexible seats (based on booking)
Marketing Objective

First 2 years
Achieve the awareness from customer.
Core Value + Staff Quality:
Internet- Customers can visit our website and have
online booking
Phone reserved service- Customers are welcome to
call for
Brand Performance
Meditation
Core Value

Great ocean view

5-star quality food standard

Staff Quality

Organizational Culture:
Training the attitudes + skills
(hire the experienced staffs)
Staffs are sensitive with the customer
communication
Online Marketing

Website with full features

Facebook fanpage

Feedback online (TripAdvisor..)

Offline Marketing

Advertisement boarding

Relationship:

Investor

Sponsors for major programs

Celebrities
Sale Marketing

More than 4 people group booking

Free 1 glass of wine for each people

Connect with discount program for

Visa/Mastercard Customer

Membership Card/Privilege Card

Middle of 2nd year + the next 2 years

Trusting Imagery to Work discount.

Standing Out From the Crowd Packages- Addition of $10 to get a

Sending mail to customer announce free photo of you with the marine.-

new products, promotions and events Kids with the height below 100cm can
have half price for the set of the meal.
Cooperate with certain hotels-

If you are the customers of the certain

hotel that we cooperate with, you can
have your meal in our restaurant for 5%
Marketing Objective

4th year + the next 1 year

Resonance

memberships: Vouchers- Free

$50 voucher with purchase of

$400 and above

III. Human Resources
 Organizational Structure
General manager
(1)

Kitchen Security Finance Serve

Security
Executive Steward Cashier Waiter/
Guard
chef (1) (2) (2) Waitress (6)
(2)

Sous Vice
Chef (4) chef (1)
Job description
1. General manager + Have knowledge database of loyalty and

a. Duties and responsibilities enthusiastic attitude towards the customer

+ Manage and co-ordinate all activities in restaurant + Support staff when there has problem

+ Manage staff + Know clearly about information of staff and their

shifts
+ Establish good relationship with customer
+ Make sure all the activities in the restaurant run
+ Establishes restaurant business plan
smoothly
+ Have affordable marketing measures with the
+ Grasp information about the financial situation
certain period of restaurant.

+ Deal with customer complaint if have

Job description

b.Requirement + Good stress tolerance

+ Problem solving skill +Management of finances and resources

+ Good communication skill + Have at least 1 year experience as

+ Able to do multiple task manager

+ Leadership

+ Flexible
 2.Executive chef

Duties and responsibilities: + Determines how food should be presented, and

+ Ensure that quality culinary dishes are served on create decorative food displays.
schedule and to see that any problems that arise are + Recognizes superior quality products, presentations
rectified. As such, the executive chef is responsible for and flavour.
approving all prepared food items that leave his or + Ensures compliance with food handling and
her kitchen sanitation standards.
+Actively involves in menu development and + Interacts with guests to obtain feedback on food
maintaining updated and accurate costing of all quality, presentation and service levels.
dishes prepared and sold in the Food and Beverage
operation. + Actively responds to and handles guest problems
and complaints.
2. Executive chef

b. Requirements:
+ At least 5 years of experience as executive
chef in a five stars restaurant
+ Attention to detail
+ Initiative and passion
Hiring Process
1. Planning
a. Shift:
- Steward, security, cashier, server: 2 shifts: 7h-15h30, 15h30-24h
- Chef: 2 shifts: 6h-14h30, 14h30-23h
- GM: offices hour
b. Hiring all full-time staffs
Recruitment

Channels:

- Online channels: both free and fee ( GM, Chef, cashier, server)

+ Free: Facebook, careerlink.vn,

+ Fee: Vietnamworks.com (1.528.650 VND/ 30 days)

- Offline channels: Banner ( steward and security)

 3. Selection
+ Online recruitment: use talent management
software to accept applications for employment and to + The interviewer asks questions about the applicant's
screen and select candidates to interview
+ Direct application needs resumes and cover letters
from employees, applicant testing, background and
reference checks and interviewing
- Interview process:
experience and skills, work history, availability and the
qualifications the restaurant is seeking in the optimal
candidate for the job
+ Review communication and interpersonal skills of
employees in the interview process
+ A background check may be conducted prior to the
restaurant offering a job
+ Send email or call for applied employees to inform
results
 Compensation and benefits
Based salary:
Area 2: 3.320.000 VND
With some positions, because require the
diploma so the based salary is 3.552.400 VND
+ GM: 15.000.000 VND
+ Executive chef: 35.000.000 VND
+ Vice chef: 15.000.000 VND
+ Sous chef: 6.000.000 VND
+ Cashier: 4.800.000 VND
+ Server: 3.600.000VND
+Security: 3.400.000 VND
+ Steward: 3.400.000 VND
Insurance:
- BHXH: 17%, BHYT: 3%, BHTN: 1%
Service charge
Allowance: + Transportation: 400.000 VND
+ Meals (cost 20.000 VND/ meal)
+ Precinct allowance: 750.000 VND
Incentive travel
Uniform: 400.000 VND
Welfare policies: sickness, wedding,
Health check: once per year
Training
1. Backstage:
- Understand the operation of restaurant: time of opening and
closing, what food it serves,
- Know exactly number of table and chair
- Know how to serve professionally
- How to work in group and combine with other departments
- Set up and tidy the table
- Take orders
- Understand clearly dishes in the menu and give suggestion to
customers to choose
- Communicate with customers
2. In the kitchen:
- Executive chef: employ master chef
- Sous chef: + support executive chef
+ ensure food safety
- Stewarding: + tidy quickly
+ not affect customers
3. Security:
- Good attitude to customers
- Working seriously

4. Cashier:
- Working fast and exactly

5. Manager:
- Make good relationship with employees
- Give feedback about efficient working ability of employees
IV. Finance
Thank you
for your
listening!