Lotteria Marketing Plan
Lotteria Marketing Plan 2013 | | Hoang Dieu Hong – s3312620Vu Thi Thanh Thuy - s3311657Tran Nguyen Hoang Anh – s3309970Nguyen Duc Thanh – s3373543Tran Nguyen Van Trang – s3310995Vo Nguye Quynh Giao – S3325093 |
Contents INTRODUCTION 2 SITUATION ANALYSIS 3 COMPANY DESCRIPTION 3 PRODUCT DESCRIPTION 3 MARKETING ENVIRONMENTS 4 SWOT ANALYSIS 7 STP 8 MAKETING MIX STRATEGIES 12 Product 12 Price 13 Place 14 Promotion 15 OBJECTIVES 16 Organizational Objectives 16 Financial Objectives 16 Marketing Objectives 16 MARKETING STRATEGIES 16 Target Market 16 Positioning 17 SWOT Matrix (Table) 18 MARKETING MIX STRATEGY 19 Product 19 Price 20 Place 21 Promotion 22 ACTION PROGRAM 24 ACTION CONTROLS 24 References 26 Appendix 28
ANALYSIS
INTRODUCTION
As time goes by, the quality of life in Vietnam is also improved by a number of factors including education, technology, healthcare, transportation, etc. As a result, people are getting busier with their fast-paced daily life, revealing an increasing trend in consuming fast-food. Sensing the opportunities within the local market, a number of fast-food brands has entered the market. In 2004, Lotte Co. officially arrived in the market with its brand of food and beverage – Lotteria.
Although Lotteria has been a dominating brand in the fast-food category for the great development that the company had made through 8 years of investment, it is clearly recognizable that there are still a number of disadvantages that Lotteria encounters during the competition. One of the biggest disadvantages is the presence of other popular fast-food brands in Vietnam such as KFC, Jollibee, Carl’s Jr., Burger King, and possibly, McDonald in the near future. Another disadvantage is that fast-food is still considered unhealthy in consumers’ perception and therefore there are quite a lot of people who are not willing to purchase fast-food products. However, there also exist a number of internal and external factors that Lotteria
Contents INTRODUCTION 2 SITUATION ANALYSIS 3 COMPANY DESCRIPTION 3 PRODUCT DESCRIPTION 3 MARKETING ENVIRONMENTS 4 SWOT ANALYSIS 7 STP 8 MAKETING MIX STRATEGIES 12 Product 12 Price 13 Place 14 Promotion 15 OBJECTIVES 16 Organizational Objectives 16 Financial Objectives 16 Marketing Objectives 16 MARKETING STRATEGIES 16 Target Market 16 Positioning 17 SWOT Matrix (Table) 18 MARKETING MIX STRATEGY 19 Product 19 Price 20 Place 21 Promotion 22 ACTION PROGRAM 24 ACTION CONTROLS 24 References 26 Appendix 28
ANALYSIS
INTRODUCTION
As time goes by, the quality of life in Vietnam is also improved by a number of factors including education, technology, healthcare, transportation, etc. As a result, people are getting busier with their fast-paced daily life, revealing an increasing trend in consuming fast-food. Sensing the opportunities within the local market, a number of fast-food brands has entered the market. In 2004, Lotte Co. officially arrived in the market with its brand of food and beverage – Lotteria.
Although Lotteria has been a dominating brand in the fast-food category for the great development that the company had made through 8 years of investment, it is clearly recognizable that there are still a number of disadvantages that Lotteria encounters during the competition. One of the biggest disadvantages is the presence of other popular fast-food brands in Vietnam such as KFC, Jollibee, Carl’s Jr., Burger King, and possibly, McDonald in the near future. Another disadvantage is that fast-food is still considered unhealthy in consumers’ perception and therefore there are quite a lot of people who are not willing to purchase fast-food products. However, there also exist a number of internal and external factors that Lotteria
References: Kinh, 2011, ‘GDP nam 2011 dat 1300USD/nguoi’, Tuoi Tre, 6th Dec, viewed 21st Dec 2012, <http://tuoitre.vn/Kinh-te/468117/GDP-nam-2011-dat-1300-USDnguoi.html>. Lotte Co. Ltd. 2012, homepage, Lotte, viewed 31 October 2012, <http://www.lotte.co.jp/english/index.html>. Matthaes, 2009, ‘6 xu huong tieu dung lon o Viet Nam’, VnEconomy, 29th Jan, viewed 21st Dec 2012, <http://vneconomy.vn/20090129095857756P0C19/6-xu-huong-tieu-dung-lon-o-viet-nam.htm>. a. Lotteria Menu (Reproduced from: ilovelotteria 2012) Product | Price (VND) |