1. Phở - What is it? * Phở: A Vietnamese traditional noodle. I think some of you might have tried it before? * It includes 2 main ingredients: (1) water of flavored stock (2) rice noodle. There are two ways by which Vietnamese people have Pho everyday: (1) Going restaurant where the chef cooks and serves at your table (2) If you don’t have enough time, short break between morning and afternoon shift, you could buy instant pho, a dried pho packed in a plastic bowl, at any grocery store. Then pouring boiled water and put in microwave in 5 mins. In Vietnam, the most famous instant Pho brand – name s Vifon * and that s the product I will plan to do my own business in 2 target markets: America and UK.

2. The reason to choose UK and US be 2 targeted market
In fact, Pho is less well-known than Thai or Chinese noodle. (1) In the aftermath of the Vietnam War, Vietnamese emigrant brought pho to many countries. UK and US are the two countries have the largest Vietnamese community and Pho become popularized there. Pho is listed at number 28 on "World's 50 most delicious foods" compiled by CNN Go in 2011.
(2) Dining trend of the Western moves from tasty food, fastfood to the other that are healthier. This s also advantage of not only Vietnamese food but also Oriental one. In London, Shoreditch is the most crowded entertaining zone where a lot of young people come there for pub, club and restaurant. Before 2000’s, most of the restaurants are fastfood but since last 15 years, they are replaced by Thai’s or Vietnamese’s one.
In the United States, pho began to enter the mainstream during the 1990s, as relations between the U.S. and Vietnam improved. During the 2000s, pho restaurants in the United States generated US$500 million in annual revenue, according to an unofficial estimate (Loh, Laura (13 May 2002). "The Next Ethnic Dish of the Day: Vietnamese Pho". Los Angeles Times (Tribune Company). Retrieved 27 May 2013.)
(3) Profitability from exchange rate
(4) Government encouragement 3. Product adjustment: * Segment market: people who love Pho but do not have enough time go restaurant. * Location: California and Texas + office financial centre. * Brand name: Vifon Pho – Chicken, Vifon Pho – Beef * Feature: Less Chilly