Marketing
TABLE OF CONTENT
INTRODUCTION
The Chicken Rice Shop (TCRS) is a chicken rice fast-food restaurant and a chain of HALAL family restaurants operated by TCRS Restaurants Sdn Bhd, a company incorporated in Malaysia, which was established in June 2000.
With grandmother 's traditional secret Hainanese chicken rice recipe brought down from generations and maternal grandmother 's treasured recipe from Penang, the best of both grandmothers ' recipes were perfected and introduced into the menu.
With the successful growth of TCRS in their domestic markets, they plan to spread the culture of the Malaysian way of life into the Indonesia market 2007, followed by Australia, Singapore and other Asian countries. Their slogan is Bukan Sekadar Nasi Ayam: (Not just Chicken Rice) in Malay and "Chicken Rice and More" in English.
With the similarities in traditional culture and taste of food, Vietnam is an actual potential market. As a business in Vietnam market, it is important for TCRS to have a marketing mind-set. Thus, this report aims at recommending an overall marketing approach for this company in a sensitive market – Vietnam.
REPORT
I. The various elements of marketing process needed to be considered by The Chicken Rice Shop (TCRS) to penetrate into Viet Nam
Marketing concept is the philosophy that companies should analyse what their customers need and want and then make decisions to get more customers’ satisfaction than the competitors. There are three elements of marketing concept that should be incorporated into the marketing process: customer orientation, coordination of market-led activities and profit orientation.
Customer orientation is an essential element of marketing concept that businesses have pay attention specially to gain long-term profits from the customers. In order to gain profit, business must put satisfactory of customers at the height. More specific, these are the needs and wants of customers. With the trend
INTRODUCTION
The Chicken Rice Shop (TCRS) is a chicken rice fast-food restaurant and a chain of HALAL family restaurants operated by TCRS Restaurants Sdn Bhd, a company incorporated in Malaysia, which was established in June 2000.
With grandmother 's traditional secret Hainanese chicken rice recipe brought down from generations and maternal grandmother 's treasured recipe from Penang, the best of both grandmothers ' recipes were perfected and introduced into the menu.
With the successful growth of TCRS in their domestic markets, they plan to spread the culture of the Malaysian way of life into the Indonesia market 2007, followed by Australia, Singapore and other Asian countries. Their slogan is Bukan Sekadar Nasi Ayam: (Not just Chicken Rice) in Malay and "Chicken Rice and More" in English.
With the similarities in traditional culture and taste of food, Vietnam is an actual potential market. As a business in Vietnam market, it is important for TCRS to have a marketing mind-set. Thus, this report aims at recommending an overall marketing approach for this company in a sensitive market – Vietnam.
REPORT
I. The various elements of marketing process needed to be considered by The Chicken Rice Shop (TCRS) to penetrate into Viet Nam
Marketing concept is the philosophy that companies should analyse what their customers need and want and then make decisions to get more customers’ satisfaction than the competitors. There are three elements of marketing concept that should be incorporated into the marketing process: customer orientation, coordination of market-led activities and profit orientation.
Customer orientation is an essential element of marketing concept that businesses have pay attention specially to gain long-term profits from the customers. In order to gain profit, business must put satisfactory of customers at the height. More specific, these are the needs and wants of customers. With the trend
References: 1. Definition of macro environment, [online] Available at http://www.businessdictionary.com/definition/macro-environment.html 2. Malaysia and the WTO, [online] Available at: http://www.wto.org/english/thewto_e/countries_e/malaysia_e.htm 3. Vietnam tax rates, [online] Available at: http://www.taxrates.cc/html/vietnam-tax-rates.html [Accessed in November 2010] 4. Đạt Eric, Mô hình PEST trong nghiên cứu môi trường vĩ mô, [online] Available at: http://www.saga.vn/view.aspx?id=2926 [Accessed on 1st April 2007] 5. Vietnammarcom, Phân khúc thị trường – Lấy sao cho đúng miếng ngon, [online] Available at: http://www.ebrandium.com/thu-vien/marketing/phan-khuc-thi-truong---lay-sao-cho-dung-mieng-ngon.html 6. Business-to-business, [online] Available at: http://en.wikipedia.org/wiki/Business-to-business [Accessed on 13th April 2011] 7. Business-to-customer, [online] Available at: http://en.wikipedia.org/wiki/Business-to-consumer [Accessed on 12th April 2011] 8. Buyer behaviour – decision-making process, [online] Available at: http://tutor2u.net/business/marketing/buying_decision_process.asp 9. Information about The Chicken Rice Shop, [online] Available at http://www.thechickenriceshop.com/about.html 10. Elements of a Marketing Planning Process , [online] Available at http://www.ehow.com/info_7742260_elements-marketing-planning-process.html