Pho 24 - Vietnamese Franchise System

Topics: Ho Chi Minh, Ho Chi Minh City, Vietnam Pages: 4 (1388 words) Published: April 21, 2013
1. Brief history of the chosen company.
2. The company’s mission statement: Mission, Vision, Major Goals, Core Values. 3. Some preliminary evaluation of the CEO’s leadership capabilities in comparison with key characteristics of good strategic leaders.

Question 1. Brief history of the chosen company.
1. Introduction
PHO24 used to be a Vietnamese noodle restaurant chain belonging to Nam An Group, the biggest F&B Corporation in the country. Apart from PHO24, Nam An Group has owned and operated many other different F&B brands including An Vien Restaurant, Maxim’s Nam An Restaurant, ThanhNien Restaurant, An Restaurant, Goody Ice Cream, Goody Plus Ice Cream, Ibox Café, etc. The first PHO24 outlet was opened in June 2003 on Nguyen Thiep Street, opposite to the prime landmark Saigon Sheraton Hotel. By June 2010, PHO24 has opened 77 outlets in Ho Chi Minh City, Ha Noi, Da Nang, Vung Tau, NhaTrang, Binh Duong, Jakarta (Indonesia), Manila (Philippines), Seoul (Korea), Phnom Penh (Cambodia), Sydney (Australia) and Hong Kong. PHO24 plans to open more stores in all major cities of Vietnam as well as in overseas markets, where there are extensive Asian populations. The founders believe that PHO24’s business concept is unique but easy to multiply due to its small space requirement, low investment, standardized operational procedures, and most importantly, the top quality of the food.  Now, PHO24 noodle restaurant chain belongs to VTI, owner of Highlands Coffee, Hard Rock Cafe,  Emporio Armani, Swarovski, Aldo,  La Vie En Rose, Debenhams, Coorslight, Orangina… 2. Brand name:

PHO has been the most famous dish of Vietnam but it was only known as street food for many decades. Therefore, the founders of PHO24 saw this is an excellent opportunity to create a new business concept that meets the high standards but still preserving the traditional value. After nearly two years of market research - especially the customer’s taste – PHO24 has...
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