...EXECUTIVE SUMMARY PHO 24 is one of the most successful entrepreneurship in Vietnam. In this research, the success of PHO 24 is analysed by 5 elements. Firstly, researcher introduces about how PHO 24 was created and Dr. Ly Quy Trung- a founder of PHO 24- an very successful leader. Next, the innovation from the food and beverage network is introduced. Thirdly, with a good management team and strategies to train employees which are contributed the success of the brand. Besides that, the marketing mix is analysed. Then researcher shows the innovation in culture of PHO 24. Lastly, although PHO 24 is very successful, it faced with some problems that affect seriously to the business and problem that PHO 24 could be faced in the future. I. ENTERPRISE INNOVATION- PRODUCTS AND/ OR SERVICES: Ly Quy Trung is the founder of PHO 24. In 1984, he failed the Bachelor exam, he started to be a waiter for De Nhat hotel in Ho Chi Minh City. After that, he had a chance to study abroad and graduated Bachelor of hospitality management at the University of Western Sydney and Masters degree in Griffith University (Australia). Then he returned to De Nhat Hotel and became the General Manager of Saigon Star Hotel. He became a founding member and the Chief Executive of An Nam Corporation Group & PHO 24, when he already took the doctorate in business administration at the Kennedy University in the USA. Ly Quy Trung...
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...foods for Vietnam food. The main components of Pho are noodles and broth along with beef or chicken, sliced thin. It also accompanying with condiments such as soy sauce, pepper, lemon, fish sauce, chilli ... The condiments is added depending on the user’s taste. Pho24 is a chain of restaurants that belongs to Nam An Group (Vietnam’s most successful F&B Corporation). The first Pho24 restaurant is opened in June 2003 in Nguyen Thiep Street, opposite Saigon Sheraton hotel by Ly Qui Trung – CEO Nam An Group. More than 20 years ago, Ly Qui Trung start at a point not better than anyone – a poor student failed to get in university and working as waitress at De Nhat Hotel. In 1991, with the help of his friends, he has guaranteed to come to study in Australia. A poor student has become deputy manager of a food-sector company TECA World. 2 years later he decided to focus on helping his family in restaurant system, and that how Nam An Group were born. During the time operating system in Nam An restaurant, Ly Qui Trung has came up with a business idea of Pho – a familiar food of Vietnam and many foreign tourists favourite. But because of its familiar so building brand is the most difficult part for Ly Qui Trung. And the name “Pho24” had came up with the meaning of 24 different condiments in a bowl of noodle. Ly Qui Trung said, “ At first no one believes that consumers will pay for a bowl of noodle is priced several times higher than in ordinary shops. But for me I always have faith that...
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...NADIA NILA SARI M987Z250 I. Executive Summary. II. Situation analysis in Taiwan. A. General chain restaurants in Taiwan B. Cuisine of lifestyle III. SWOT Analysis IV. Marketing strategy A. B. C. D. Marketing goal Marketing objectives Primary target market Strategy ( 7p ) V. Financial Project. VI. Conclusion & Reference. I. COMPANY PROFILE • PHO24 is a Vietnamese noodle restaurant chain belonging to Nam An Group, the biggest F&B Corporation in the Vietnam. • Apart from PHO24, Nam Group owns and operates many other different F&B brands including An Vien, Maxim’s Nam An , Thanh Nien, An , Goody , Goody‐ Plus , Bamizon , Ibox Café , etc. • The first PHO24 outlet was opened in June 2003. • PHO24 has opened 73 outlets in : Ho Chi Minh City, Ha Noi, Da Nang, Vung Tau, Nha Trang, Binh Duong, Jakarta (Indonesia), Manila (Philippines), Seoul (Korea), Phnom Penh (Cambodia) and Hong Kong . • In 2004, 2005, 2006 & 2007, PHO24 has been consecutively the winner of The Guide Awards voted by readers of Vietnam Economics Times, Thoi Bao Kinh Te Viet Nam and Tu Van Tieu Dung magazine. • In 2010, PHO24 is one of the top 10 "Ho Chi Minh City – One Hundred Excitements" which voted by travelers History the name The number 24 is meaningful for Pho 24 1. Pho 24 locations open 24 hours. 2. Pho 24 also uses a total of 24 ingredients and spices in its pho broth 3. Diligently stewed for 24 hours before it is served. 4. The 24 ingredients plus the thorough preparation process ...
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