Banh Xeo an La Ghien

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Executive Summary

This report will discuss about ‘An La Ghien’ Restaurants (Dang Truong Ltd Company) in Vietnam. These restaurants provide to consumers Banh Xeo, which is one of the most famous traditional food in Vietnam. Firstly, the report will mention about the background of the company. Due to the passion of the traditional food of the owners and the high demand of tradition food in Vietnam, Dang Truong Ltd Company opened their first ‘An La Ghien’ Restaurant in Ho Chi Minh City. Secondly, the innovation of the owners that adds the value to the success of the company is also discussed. Their Innovation type is Duplication. Next, the report will analyze the strategies that the firm has applied that are Product & market development strategy, Positioning & differentiation strategies, store expansion and brand building. The last part is some recommendation that the firm should concern to continue growing and expanding in this industry.

Contents
Executive Summary3
I.Introduction:5
II.Company Background:5
III.Innovation:6
IV.Business Strategies and Success Factors:8
a)Product and market development strategy:8
b)Positioning and Differentiation strategies:8
c)The Store Expansion Strategy:10
d)Building a strong brandname:10
V.Recommendation:11
a)Geography Expansion Strategy:11
b)Promotional Mix:11
VI.Conclusion:12
VII.Reference List:13

Introduction:

Dang Truong Ltd Company or ‘An La Ghien’ Restaurant has opened since 2008. It was established by Mr.Dang Hoai Phong and her wife, Truong Thi Thanh Truc, because of their traditional food passion. ‘An La Ghien’ provides many kind of ‘Banh Xeo’, a kind of Vietnamese traditional pancakes. With the unique taste of their products, Banh Xeo “An La Ghien” has become one of the famous traditional food restaurants brand names in Ho Chi Minh City after 5 years operation. Until now, Dang Truong Company has 4 ‘An La Ghien’ Branches along Ho Chi Minh City. According to Huy Hiep (2010) ‘An La Ghien’ restaurant becomes one of the top 10 distinctive food restaurants of Ho Chi Minh City. This document will analyse the strategy of the company and the critical success factors that has led “An La Ghien” to survive and grow rapidly. Moreover, it also gives the recommendations for the company in order to sustain their growth.

Figure 1: Reproduced from: An La Ghien restaurant 2008

Company Background:

It can be seen that “Banh Xeo” is a traditional food of Vietnam; it was highly accepted by Vietnamese for a long time ago. People who live in Ho Chi Minh City are mostly from countryside of Vietnam, they migrate to Ho Chi Minh City in order to work and live. Therefore, those people always miss the taste of countryside foods. It has led to the high demand of Banh Xeo that has traditional taste, countryside taste. Moreover, the tourism of Vietnam has been developed rapidly in recently years. It is the fastest growth in ASEA (My Hanh 2010). It means the number of tourist come to Vietnam is increased. Furthermore, foreign tourists always want to try Vietnamese traditional food and have countryside sightseeing. According to Ngan Hao (2010), Mr. Phong and Mrs.Truc, the owners of “An La Ghien” Restaurants, are from the South-Western of Vietnam where is known as the original place of “Banh Xeo”. In the past, family of Mr. Phong and Mrs. Truc had tradition of making Banh Xeo, so they have the hereditary formula for making origianal ‘Banh Xeo’. With above condition of development of tourism and high demand of traditional foods in Ho Chi Minh City, ‘An La Ghien’ Restaurant was opened the first branch in 2008 by Mr. Phong and Mrs. Truc. With that hereditary formula, Banh Xeo of “An La Ghien” is very crisp; it has a unique flavor and traditional taste. Besides the unique taste, the firm are design follow...
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