Executive Summary ................................................................................................. 3 Current Marketing Situation .................................................................................. 4 Introduction .................................................................................................... 4 Situational Analysis ...................................................................................... 4 Microenvironment ..........................................................................................

5 Macroenvironment ......................................................................................... 6 SWOT ....................................................................................................................... 7 SWOT Analysis ............................................................................................. 7 SWOT Matrix Illustration .............................................................................. 9 Objectives (SMART) ............................................................................................. 10 Segmentation, targeting and positioning ............................................................. 11 Market Segmentation ................................................................................... 11 Target Market ............................................................................................... 11 Positioning Map ........................................................................................... 12 Marketing Mix Strategies ..................................................................................... 13 Product ......................................................................................................... 13 Price ............................................................................................................. 14 Place ............................................................................................................. 16 Promotion ..................................................................................................... 17 People ........................................................................................................... 18 Action Program ...................................................................................................... 19 Control Program .................................................................................................... 23 Appendix ................................................................................................................. 24 References ............................................................................................................... 32
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Al Frescos restaurants have in familiarizing the local food gourmet with its fine Italian dishes. The product to which this marketing plan is proposed is pizzas, which are well-known due to its traditional and genuine recipes of various flavours. Overview of the current marketing situation The Al Frescos departments work independently yet together to ensure the effective and sufficient performance of the restaurants. Ingredients for pizzas are from both local suppliers and imported directly from Australia. The target customers of Al Frescos vary from foreign tourists, expats to the middleincome local in HCMC. Nevertheless, concerning with domestic economic issues helps Al Frescos in adjusting its product price. Marketing objectives Through opening 3 more restaurants in HCMC, Al Frescos expects to reach more customers and improve its delivery service. Moreover, new recipes and combos, concerning with the societal well-being for organic and healthy ingredients, will be developed to ensure meeting the requirement of different groups of customers. Lastly, with expectation of increasing sales by 30%, Al Frescos aim to rise its market share of pizzas in Vietnam by 5% by the end of 2010. Marketing recommendations - Product Continue providing pizza with high-quality and genuine ingredients. Introduce Al Frizza - Price - Place Introduce new combos for Schoolizzapricing strategies to promote sales Open 3 new outlets Websites maintenance and online delivery service - Promotion Advertisements for Al Frizza and Schoolizza Offer special discounts and revise membership policy Start You Make Al Frizza Competition - People Hire and train employees for new outlets
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Introduction
Vietnam economy has demonstrated a constant economic growth during the last few years, attracting foreign companies and workforce from many countries around the world as well as a large amount of tourists every year. As a result of globalization, this country has witnessed the visit of diverse cultures brought by people who came to live and do business along with their tastes of food, providing a wider range of offer to local Vietnamese. Moreover, this bulk of specialized workforce has also increased the need for businessmen to strengthen and enlarge their relationship networks after working hours.

Situation Analysis
Al Frescos restaurants are part of the Al Frescos Group. The Al Frescos Group implemented their first restaurant in Vietnam back in 1996 (The Al Frescos Group 2007). Since then Al Frescos restaurants have flourished in the busy areas of Hanoi and Ho Chi Minh City to currently reach 4 and 3 outlets, respectively. It is granted with a good reputation through the foreign community that diners can enjoy a place ensuring comfort, conviviality and delicious food that represents traditional meals. Al Frescos provides products ranging from the salad, steak/potatoes, Mexican dishes to the traditional Italian meal such as pizzas and pastas.

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Microenvironment
The company includes departments such as Operations, Accounting Department... The Operations department consists of managers to control the daily operation of the outlets, record the variability of the service, the delivery time etc. Whereas the Accounting Department has responsibility on creating purchase orders in function of the expected demand and create financial statement in concordance with the laws, they also must bear in the perishability and stocking capacity of the restaurant. Regarding suppliers, most of the food is produced locally, which facilitates the purchases and exchanges. The main ingredients supplied to Al frescos to make pizzas are flour, tomatoes and paste from the local markets. Apart from that, most of the meat, cheese, ham, pepperoni, and other core ingredients are directly imported from Australia to guarantee a unique experience. The Al Frescos main competitors are Pizza Hut and Pizza Inn. However, Al Frescos has positioned its offerings by providing a large variety of Italian food and its experiences in keeping the Italian traditional flavours compared to other competitors. The governmental quality control agency regularly checks some food sample in order to ensure that the food and the general hygiene match the general standards imposed by the government. Therefore, Al Fresco must provide a constant quality in the products and services.

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Macro environment
There has been a significant change of demography in Vietnam with the affluence of foreigners in multi-national companies from about 420,000 in 2000 to about 674,000 in 2007 (The Nielsen Company Vietnam 2009). Furthermore, there is an increase of 37% of foreign visitor in beginning of 2010 comparing to 2009 (The Nielsen Company Vietnam 2009). This changing patterns particularly benefit Al Frescos who targets mostly foreign people, tourists. As Vietnam has an exceptional economic growth, more goods and services are produced which has increased the purchasing power in concordance with the growth. The GDP has increased by 5.83% from 2009 to the first quarter of 2010 (General Statistics Office of Vietnam (GSOV) 2010). Therefore, Al Frescos can have more Vietnamese customers with an income above average. Additionally, the inflation is evaluated at about 9% this year by some economists with a target of only 7% by the government (FPT Securities Joint Stock Company 2010). This means that Al Frescos will need to match its prices with the inflation. Lastly, 42% of the population in the four major cities in the country have access to the Internet and Vietnamese Internet users are fairly young when nearly 80% of those aged between 15-19 years old have accessed the Internet (Hien, N 2010). As more and more people are connected to the Internet, Al Frescos will develop its website by doing more advertising and launch an ordering online system.

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Strengths
Al Frescos restaurants are well-known for maintaining and delivering superior quality of pizzas with various flavors. Also, our staff is friendly, professional and dedicating due to qualified training program. Another factor making us popular is the cozy and warm atmosphere suitable for leisure and family gathering. Furthermore, our advantage over competitors is the popularity among foreigners communities in Vietnam. Last but not least, original-recipe pizzas made by Italian chef and professional cooks ensure the irresistibly delicious ones.

Weaknesses
As perceived, one of most common customers complaints is the long delivery time. The initial reasons are the recent street system upgrading causes traffic jams in rush hours, and as there are now only 3 Al Frescos restaurants located in the urban of city, deliveries to other districts certainly take longer time. Thus, we plan to open 3 more restaurants in convenient locations around the city to reduce this problem.

Moreover, our menu price is considered to be quite high compared to competitors. This leads to disadvantages of expanding markets, especially to students. Therefore, introducing new kind of product with competitive price is necessary.

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Opportunities
Recently, HCMC has witnessed a huge shift of population from other provinces. Living standard is lifted, citizens are wealthier. Moreover, along with the economic development, there is an increase in the numbers of foreigners working in Vietnam. All these factors have drawn a portrait of opportunities for Al Frescos pizza products. Firstly, people are willing to pay more to satisfy their needs of new taste. Secondly, nowadays Vietnamese youths want to try things different from rice or noodles, and pizza is a suitable choice. Thirdly, the changing trend of Vietnamese families is an important factor: they prefer going out for dinner in weekend instead of cooking themselves.

Threats
There are certain threats Al Frescos should be aware of. Government intervention in inhibiting the growth of foreign businesses to protect the domestic ones slightly affects our sales. Also, growing market means growing numbers of competitors. The sharp increase in pizza houses may weaken the market position of Al Frescos. Additionally, people have raised awareness of the food quality. This can be a challenge for Al Frescos in conducting its societal marketing strategies concerning about the communitys interests: the ingredients should be organic and extremely fine for customers health.

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SWOT MATRIX ILLUSTRATION

Strengths (S): Internal Factors Traditional recipes with Italian chef Favorable place for relaxing and family External Factors Professional yet friendly staff Opportunities (O): More wealthier customers Changing trend of Vietnamese families Young and multinational population Threats (T): More competitors Government interventions Community's awareness of food hygiene issues SO Strategies: Increase advertisings Implement promotions Revise membership policy Improve decorations WT Strategies: Offering new combos for students with suitable prices. WO Strategies: Open 3 new restaurants Expand the target market to youths and students Weaknesses (W): Long delivery time The only targeted customers are middle-income class

ST Strategies: High-skilled cooks ensure the regular check of food quality

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Based on SMART standards (Specific, measurable, achievable, realistic, time frame), we revise the the following marketing and financial objectives:

Marketing Objectives
In the middle of 2010, 3 additional Al Frescos restaurants will be opened locating in convenient places in HCMC. By approaching a wider number of customers, we hope to familiarize our brand name in the customers mind. In addition, Al Frescos is going to boost on Research & Development to introduce more recipes, which increases customer satisfaction and thus strengthens customer relationships.

Financial Objectives
By implementing new advertisement and promotion programs, the sales is expected to rise by 30% compared to last year. Consequently, we aim to increase profit by 10% and expand our market share of pizzas by 5% in HCMC at the end of 2010.

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Market segmentation
Al Frescos Pizza segments customers into 4 groups based on 4 key characteristics: geographic, demographic, psychographic and behavioural. First of all is geographic. We are focusing business in big cities such as HCMC and Hanoi. Secondly, we focus on foreigners, and middle age locals who belong to the middle income group and above. Thirdly, food gourmets and restaurant diners also made up a large part of our segment. Last but not least, students are the new segmented group that we are attracting. They are always mainly youths that are enthusiastic about western food (Mark 2009).

Market targeting
For our business, we apply differentiated marketing strategy which we target on different segments of the market and design suitable offers for each type. In details, we have traditional pizzas available in customization for food gourmet to express their love for pizza. Whereas nicely decorated restaurant offer middle age locals a taste of the Italian environment which are not available in any other places. Also, we attract students by the Schoolizza and promotions for students.

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Positioning
For value proposition, we apply the More for the same strategy. Customers will get a totally different experience from dining in our restaurants paying the same price. Al Frescos dining restaurants offer an overseas atmosphere. Restaurant patrons are able to enjoy genuine pizza while they can discuss business or socializing because our place is cozier and the designated area provide quiet corners to suit customers request. Customers benefit will be value - added and it will remain in customers mind (Lehmanm & Winer 2005). That is what Al Frescos Pizza is aiming for, to be remembered as a brand that serves with excellent service.

POSITIONING MAP

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Product
Understanding the core benefits sought by customers, we offer tip top quality Italian pizza to ease the hunger of diners. For the actual product, the Al Frescos restaurant has built its brand name by having feed hungry locals, expats and travellers for eleven years. In order to do that, our pizza quality is always guaranteed by well-trained chiefs and highquality ingredients from locals or overseas. With genuine flavours and a cosy environment, diners can enjoy the meal fully as well as show their care to the beloved. We also emphasize on garnishing and food presentation, which enhance fully the diners appetite. Augmented product such as toll-free delivery call or Tabasco Red Pepper Sauce provided could definitely satisfy the customers craving for Italian finest pizza. The Al Frescos relentless efforts to inspire and share passion for traditional pizza with everyone is reflected in its new coming downward product line stretching, which will present the new products called Schoolizza for all students and pupils. Moreover, a new kind of pizza Al Frizza, which is made according to customers favorite choices of ingredients, is introduced to fill our product line. Branding strategies in 2010 will be implemented to promote the Al Frizza as a line extension program. Al Frizza is promised to be one of the specialties of Al Frescos Restaurants.

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Pricing Strategies
Internal factors As stated in Target Market and Positioning Map, our product positioning strategy is offering more benefits for the same price. Incorporating target costing technique and valuebased pricing approach (Kotler et al. 2009), the company works out the best combination of products and services according to its targeted price for middle, upper class income. This strategy is supported by the companys experiences and high-quality workforce. External factors Service industry, especially restaurants, can be classified as a monopolistic competition market, which includes many competitors. Al Frescos strongest competitors are Pizza Hut and Pizza Inn with lower price but they target on various segmentations with different modern and mass serving style. Pizza is inevitably normal goods whose demand varies directly with money income (Jackson &Mclver 2005). Therefore, the economic situation, in which economy recession has winded down and higher salary is paid, is an advantage in the value-based pricing strategies. Product Mix Pricing Strategies:

o Optional-product pricing: While ordering pizza, customers can purchase other desserts or salads with half-price. o Product-bundle pricing: Al Frescos offers Schoolizza combo with special prices.

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Price-adjustment strategies:

o Promotional Pricing: On Valentines, Womens day, Independence Day, etc., discounts up to 30% are applied on the total bills. o Discount and allowance pricing: With membership program, loyal customers are rewarded with coupons and special discounts. o Segmented pricing: Schoolizza for students. o Dynamic pricing: Discount prices are applied for parties, events, ceremonies, etc.

Price changes:

Despite a relatively positive outlook on jobs and finances, 46 percent of Vietnamese consumers stated that timing is not so good to buy the things they want and need (The Nielsen Company Vietnam 2009). Thus the menu price of the restaurant will increase less than 5% this year.

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Place
In 2010, taking into account the customers preference and backstage elements (Lovelock et al. 2009), three more outlets would be opened in department stores and business districts, at which customers can easily purchase our service and the company is able to recruit full-time labors. Operational hours are currently from 8:30 to 23:00, which will be extended to 24:00 in holidays like Christmas and Lunar New Year. In 2010, Al Frescos service will be facilitated by advanced technology. The current website will be upgraded with a more catching theme, professional feel and online pizza ordering service. Furthermore, advertisings of Al Frescos will appear on some popular websites or internet application such as VnExpress.net, etc. Message-creating medium and effect-creating medium are used to reflect the restaurants distinctive nature of coziness and effort to heighten appetite for Italian food, respectively (Lovelock & Wright 2002). More pictures about Al Frescos establishing history will be hung around the wall in order to introduce and influence the customers with Al Frescos spirit over time.

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Promotion
New plans for advertising, sales promotions and public relations will be implemented for popularizing the brand name and boost the sales.

Firstly, the objectives of advertising are to inform and promote the new category of pizza, Al Frizza, and new combo, Schoolizza; and to maintain customer relationship. Moreover, the rationale for advertising strategies is also to increase market shares. Throughout the year, the message will be You make Al Frizza and Enjoy genuine Italian pizza, which are delivered by selected the appropriate medias, for example leaflets in apartments or banners and posters in front of the restaurants.

Secondly, sales promotion will be used to attract new customers like students with lower income and build stronger bond with restaurants goers: price packs (combos for students), premiums (low price salads for students ordering pizza), advertising specialties (i.e. gifts like caps or T-shirts for members), coupons and contest (Al Frizza - your pizza)

Last but not least, public relations will be strengthened through activities such as sponsorship for RMIT or International high school, coupons for distinctive students, contribute 5% Al Frizzas profit to charity.

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People
Al Frescos principle of managing people is hiring the right people, enabling our people, and motivating and energizing our people (Lovelock, Wirtz& Chew 2009). Identify best candidates: 1 week observation for new employees Conduct personality tests for the right positions

Train employees for new outlets: Clarify organizational culture, purpose and strategy Hold workshops or training day with a professional to improve the following: eye contact, attentive listening, facial expression and technical skills to understand rules and regulations of the restaurants. Employees must do a check whether they know clearly the menu, the ingredients of the dishes and the price and be able to recommend the customer with the few hints they might provide on their wishing order. Motivate and energize front line employees Feedback from restaurant managers should be communicated to employees in weekly meetings Recognition: employee of the month

\
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PRODUCT
TIMELINE TASK RESPO NSIBIL ITY Product Control and Develop ment departm ent (PCDP) May -10 Jun10 Jul10 Aug10 Sep10 Oct10 Nov -10 Dec10 Jan11 Feb11 Mar -11 Apr11 BUDGET NOTE

Choose fresh and safety ingredients from Metro Vietnam. Checks shipped components from Access Downunder (Australia). Find the right Schoolizzaing redients and combos Give out the price of Schoolizza Start selling Schoolizza List of Al Frizza toppings and start selling Print out and distribute the list Al Frizza toppings Write reports for further development.

300 000 000

Appendix I.I

PCDP

500 000 000

Appendix I.I

The chef

Appendix II.II.2

Account ing departm ent Sales departm ent (SD) The chef assistant

Appendix I.II

SD

1 000 000

SD Total

1 000 000 802 000 000

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PRICE
TIMELINE TASK Research on market's and competitors' prices Implement pricing strategies (details in appendix) Start distributing membership cards Start discount program for students Apply discount for Christmas Apply discount for Valentine Apply discount for Women's day RESP ONSI BILIT Y May -10 Ju n10 Jul10 Aug10 Sep10 Oct10 Nov10 Dec10 Jan -11 Feb11 Mar11 Apr11 BUDGET NOTE

MD

2 000 000

MD

Appendix II.II and II.III

MD

1 000 000

Appendix II.III.2

MD SD and MD SD and MD SD and MD Total

Appendix II.III.3 Appendix II.III.1 Appendix II.III.1 Appendix II.III.1

3 000 000

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PLACE & PEOPLE

TIMELINE TASK RESP ONSI BILIT Y Market ing depart ment (MD) MD May10 Jun10 Jul -10 Aug -10 Sep10 Oct10 Nov10 Dec10 Jan11 Feb11 Mar11 Apr11 BUDGET NOTE

Contact FPT for upgrading website Decide website's content Check website's performance and start running Contact websites for advertising Al Frizza and Schoolizza Make advertisemen t deals Create Facebook fan page Take pictures of Al Fresco's Search for old, meaningful or appropriate pictures Hang around the walls in current outlets Hire new employees for 3 new outlets. Start training program inside outlets. Hire trainers from HCMC Economics University Contact NhaXinh Company

Append ix II.V

30 000 000

MD

MD 200 000 000 MD

MD

MD

MD

20 000 000

SD Human Resour ces depart ment (HRD) HRD

15 000 000

HRD Develo pment depart ment

15 000 000

30 000 000

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(DD) Purchase new inventories for new outlets Start 1st outlet Start 2nd outlet Start 3rd outlet

SD

500 000 000

DD DD DD Total

810 000 000

PROMOTION
TIMELINE TASK Contact Purple Asia for designing posters, flyers, banners, making commercial clips and uniform of delivery team. Contact places for advertising Order modified merchandises from Minh Duc Co. Ltd. Print coupons Al Frizza Competitions Finalize sponsorship program and charity activities. Contribute 5% profit to charity Give away coupons for RMIT HD students RESP ONSI BILIT Y May10 Jun -10 Jul10 Aug10 Sep10 Oct10 Nov10 Dec10 Jan11 Feb11 Mar -11 Apr11 BUDGET NOTE

MD

30 000 000

Appendix II.V

MD

50 000 000

Appendix II.IV

MD

50 000 000

Appendix II.V

MD SD and MD

1 000 000 Appendix II.VII

MD

MD

2 500 000

Appendix II.VI.2 Appendix II.VI.1

MD Total

2 000 000 135 500 000

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PRODUCT
Product will be checked up and down streamed at each step of the supply chain by managers. Experts will be hired semi-annually to check the food quality. Marketing department will distribute surveys for customer responses to pizza products in general and Schoolizza and Al Frizza specifically.

PRICE
The sales department will collect information about customers feedback to current prices; report it to marketing department who will adjust the price appropriately. Research about the competitors price and correct the prices in concordance with their substitute products. Managers will check that the sales increased due to the discounts provided will not create any loss because of the lower prices.

PLACE
The online survey of the website will show the customer response to the website performance. Based on that, proper action will be taken. Accounting reports of the 3 first months will be closely analyzed by the managers. Therefore, according to the data, more promotion and advertising will be decided.

PROMOTION
Accounting reports from sales department will be analyzed to see whether profits from Schoolizza and Al Frizza make up a 5% of total profit. If not, those products are likely to be removed Based on number of competitors quarterly, marketing department will decide whether to continue or stop the competition.

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I. Product Control and Development Department

I.I Supplier Contacts: Address An Phu-AN Khanh, Dis. 2, HCM City 10 Buldah Street Dandenong North 3175 Victoria, Australia 61.3. 9701 1862 Contact Number 08 3740 6677

Contacts Metro Vietnam Customer Service

Access Downunder

Mrs Julia Aldons Hosiery Sales Manager

I.II List of Al Frizzas Toppings:

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Al Frizza
Please CIRCLE your favorite toppings. Be creative and enjoy!
Spicy Chicken Prawns Clams Tomato Onion Tuna Chili Beef Sausage Bacon Eggplant Ham Squid Zucchini Corn Bell Peppers Beef Patty Chicken Black Olive Anchovies Potato Pineapple Fish Mushroom Broccoli Jalapenos Pepperoni Pork Salami Eggs Cheese

Sauces:

Note: Free base cheese and tomato sauce, Small size only.
Tabasco Red Pepper Sauce

Mozzarella

BBQ sauce

- 000 VND/ each topping + 20 000 VND for thin crust / 30 000 VND for crunchy crust 20 - Spicy chicken &chilli beef, bell peppers, onion, "Tabasco Red Pepper Sauce", mushroom, corn & mozzarella II. Marketing Department II.I Questionnaire

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CUSTOMER SATISFACTION SURVEY

1. Personal Information: Name: _____________________________ Age: _____________________________

Contact number: ______________________ 2. How often do you have meal at Al Frescos? o Once for week or more o 2 to 3 times per month o Once per month o Few times per year 3. Do you usually order Al Frescos pizza? o Never before o Rarely o Sometimes o Regularly 4. How satisfied are you with our product? o Highly dissatisfied o Dissatisfied o Neutral o Satisfied o Highly satisfied 5. What changes would you like to make?

6. Do you think the price is reasonable?

Y/N

7. If no, within what range do you think the price should be? ____________________ Thank you for your contribution. Have a nice day! II.II Product-mix Pricing Strategies
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II.II.1 Optional Product For 1 ordered pizza, customers can get free Salad of the day or half-priced for other salads. For 3 or more ordered pizzas, customers can get 1 free small pizza or other product rather than pizza that is less than 80 000 VND. II.II.2 Product Bundle Schoolizza with special offer: 1 Small Pizza (customers choice from main menu) 1 Salad 1 Drink or Fruit Dessert. Price: 150 000 VND II.III Price-Adjustment Strategies II.III.1 Promotional pricing On Valentine, discount 10% on total bills over 500 000 VND for families, couples and friend groups. On Womans Day, free drinks for women from 11am to 2pm and from 5pm to 11pm. On Christmas, discount 10% on total bills for dressing up customers.

II.III.2 Discount and Allowance pricing Membership Program For the first bill over 200 000 VND, customers will have a membership card. For every next order over 100 000 VND, customers will get a check behind the card. For every 10 checks, there will be an added-up 5% discount on total bill of every next order until the total discount is 30% Note: Apply to one customer per card only. Coupons 100 000 VND coupons as gifts from customers to customers, sold at price 90 000 VND 80 000 VND and 50 000 VND coupons for sponsorship. (See II.VI.1)
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II.III.3 Segmented pricing Combos: See Appendix II.II.2 Product Bundle From 5pm to 7pm every weekday, 1 free extra topping for pizza or half-priced salad ordered by students showing ID card. II.III.4 Dynamic pricing For over 2 000 000 VND orders, free decoration and discount 5% For over 4 000 000 VND orders, free decoration, free drinks worth 200 000 VND and discount 5%. II.IV Advertising Places Category Name Diamond Plaza Department Stores Zen Plaza Hung VuongParkson Address 34 Le Duan, Dist. 1 126 Hung Vuong, Dist. 5 56 Nguyen Trai, Ben Thanh Ward, Dist. 1 53 Nguyen Du, Ben Nghe Ward, Dist. 1 235 Nguyen Van Cu, Ward 4, Dist 5 3 Nguyen BinhKhiem, Ben Nghe Ward, Dist. 1 110 Nguyen Thi Minh Khai, Ward 6, Dist. 3 702 Nguyen Van Linh, TnPhong Ward, Dist. 7 43-45, TuXuong, Ward 7, Dist. 3 74 Nguyen ThiThap, BinhThuan Ward, Dist. Contact Numbers (08) 825 7750 (08) 2222 0383

(08) 38273100

Tran Dai Nghia

(08) 3824 3006

Le Hong Phong High Schools TrungVuong

(08) 839 8506

(08) 829 7706

Le Quy Don

(08) 386 6631

RMIT Vietnam International Schools British International School Renaissance International School
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(037) 761 300

(08) 3932 0210

(08) 3773 3171

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Saigon Raffle International College

7 117 Nguyen Van Troi, Ward 12, PhuNhuanDist. 91 Nguyen HuuCanh, BinhThanh Ward ien Bien Phu, BinhThanh Dist. Nguyen HuuCanh, BinhThanh Dist. 09 8923 8078 (08) 2226 8333

The Manor Luxury Apartments

Cantavil

Saigon Pearl

II.V Advertising Partner Contacts Company Names FPT Minh Duc Co. Ltd. Purple Asia Purposes Website and Online Ordering Service Merchandises Address Contact Details

68 Vo Van Tan, Dist. 3 63 Khanh Hoi, Ward 3, Dist. 4 10J Tran NhatDuat, Dist. 1

(08) 0012 3456

(08) 3562 6412

Advertising Channel

(08) 5835 6161

II.VI Sponsorship and Charity II.VI.1 Sponsorship Program: Apply to RMIT Vietnam University 50 000 VND coupons for students with 3 HDs. 20 000 VND coupons for students with 2 HDs.

Note: This sponsorship contract is reconsidered and signed annually. II.VI.2 Charity Program 5% of Al Frizzas profit goes to Huynh De NhuNghia shelter

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Annually, there is a trip for kids from this shelter coming to have meal at one of Al Frescos outlet. The outlet will be closed to other customers during these hours.

II.VI.3 Contact Details Address RMIT Vietnam University Huynh De NhuNghia Shelter 702 Nguyen Van Linh, Dist. 7 276/4 Nguyen ThiTu, Binh Tan Dist. Contact Numbers WCLL, wcll@rmit.edu.vn (08) 3425 1376

II.VII Competition Regulations Organized quarterly. Customers create their own Al Frizza and on their own wish can use that pizza for competition. After one month, the chef will taste all competitive pizzas and choose the most delicious one with best ingredients combination. The chosen one will be on sale on the next 2 months only, leaving places for next winning pizzas. After a year, best pizzas of 3 quarters will go on final competition and judges are customers. The most ordered one will win and its creator will received a 1 000 000 VND award. The pizza will go to Al Frescos main menu officially.

III.

Human Resources Department III.I Hiring Requirement Waiters/Waitresses Previous experience preference Friendly, patient and extravert Good at communicating and explaining
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 Cook

Enjoy meeting people

Have at least 1 year experience in the field Creative

III.II Questionnaire Extraversion/Introversion

http://www.trans4mind.com/personality/questionnaire1.htm. Personality test

http://www.teamtechnology.co.uk/mmdi/questionnaire/.

IV.

Delivery Team IV.I Delivery Policy Obey the transportation laws Deliver within 30 minutes since order calls. Toll-free call at the Dong Du outlet (This outlet acts as a call centre and distribute the orders to the outlets nearest to the delivered locations)

V.

Development Department V.I Outlet Information Address 1st outlet 89 Bui Vien Street, Dist. 1 162 Xo Viet 2nd outlet NgheTinh, BinhThanh Dist. 3rd outlet 69 Nguyen Van Cu, Dist. 5 60 m 50 2 floors 80 m 70 2 floors Area Estimated daily customers 30 Note

60 m

2 floors

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References
FPT Securities Joint Stock Company 2010, Vietnam Inflation May Be 8-9% This Year, FPTS, viewed 12 April 2010, < http://fpts.com.vn/EN/News/Domestic-News/EconomicFinancial-News/2010/03/3B9C7271/>. General Statistics Office of Vietnam (GSOV) 2010, Monthly Statistical Information, GSOV, Hanoi, viewed 12 Mar 2010, <http://www.gso.gov.vn/default_en.aspx?tabid=491>. Hien, N 2010, Vietnamese people increasingly live on Internet, Saigon Times, 9 April 2010, viewed 15 April 2010, <http://english.thesaigontimes.vn/Home/sports/home/3964/>. Jackson, J &Mclver, R 2005, microeconomics, 7thedn., McGraw-Hill, Aus, NSW. Kotler, P, Armstrong, G, Ang, SH, Leong, SM, Tan, CT & Hon-Ming, OY 2009, Principles of Marketing: A Global Perspective, Prentice Hall, Singapore. Kotler, P, Armstrong, G, Ang, SH, Leong, SM, Tan, CT & Hon-Ming, OY 2009, Figure 2.8, table, Principles of marketing: a global perspective, 1st edn, Prentice Hall, Singapore, p. 47. Lehmanm, D &Winer,R 2005, Analysis for Marketing Planning, McGraw-Hill/Irwin, New York. Lovelock, C ,Wirtz, J & Chew, P 2009, Essentials of services marketing, Prentice Hall, Singapore. Mark 2009, Best Pizza Vietnam, Article Alley, viewed 10 April 2010, <http://www.articlealley.com/article_968039_26.html>. The Al Frescos Group 2007, About us, Al Frescos, viewed 15 March 2010, <http://www.alfrescosgroup.com/cms/alfrescos/>. The Nielsen Company Vietnam, 2009, Vietnam Pocket Reference Guide 2009, The Nielsen Company Vietnam, Ho Chi Minh.

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