:

FRANCHISEE BUSINESS PLAN

GROUP 12
Lecturer’s name: HO NHUT QUANG Ho Chi Minh City
11/12/2015
 THE INTERNATIONAL UNIVERSITY

VNU-HCM

SCHOOL OF BUSINESS

FRANCHISING
GROUP REPORT
GROUP 12’S MEMBER
STUDENT ID NAME
1. BABAIU12025 ĐẶNG ĐỨC CƯỜNG
2. BABAIU12089 TRẦN THỦY TIÊN
3. BABAIU12001 VÕ THÀNH CÔNG
4. BABAIU12216 ĐẶNG XUÂN TRƯỜNG
5. BABAIU12125 VŨ THỊ NGỌC TRÂM
6. BABAIU12239 PHẠM KIM HOÀNG MAI
7. BABAIU12134 NGUYỄN HỮU NHẤT
8. BABAIU12072 NGUYỄN QUỐC TRÂN
 Table of Contents
INTRODUCTION......................................................................................................................... 1
CHAPTER I: OVERVIEW OF THE FRANCHISOR – DOSA PLAZA ................................ 2
CHAPTER II: SITUATION ANALYSIS ................................................................................... 4
MACRO ENVIRONMENT ........................................................................................................ 4
1 Economic ......................................................................................................................... 4
2 Culture-Social ................................................................................................................. 5
3 Demographic ................................................................................................................... 5
4 Technological .................................................................................................................. 5
5 Law and regulations ....................................................................................................... 6
MICRO ENVIRONMENT ......................................................................................................... 7
1 Potential customer .......................................................................................................... 7
2 Main competitors............................................................................................................ 7
CHAPTER III: MARKETING PROGRAM ........................................................................... 10
CHAPTER IV: SEGMENTING, TARGETING, AND POSITIONING .............................. 11
SEGMENTING ......................................................................................................................... 11
TARGETING ............................................................................................................................ 12
POSITIONING PLAN .............................................................................................................. 13
CHAPTER V: SWOT ANALYSIS OF THE FRANCHISEE ................................................ 15
CHAPTER VI: MARKETING MIX STRATEGY ................................................................. 18
PRODUCT STRATEGY .......................................................................................................... 18
PRICING STRATEGY ............................................................................................................. 18
PLACE OR DISTRIBUTION ................................................................................................... 21
PROMOTIONS AND IMC PROGRAMS................................................................................ 22
CHAPTER VII: HUMAN RESOURCE PLANS ..................................................................... 25
CHAPTER VIII: FINANCIAL PROJECTION ...................................................................... 27
CHAPTER IX: PROJECT IMPLEMENTATION AND CONTROL .................................. 28
LIST OF REFERENCES ........................................................................................................... 29
 INTRODUCTION
2015 is the time for international chains to position themselves in Viet Nam, Beginning in
January 2015, Vietnam’s restaurant business is open to 100 percent foreign ownership. Foreign-
invested enterprises (“FIE”) may run their own production and internal logistics network free from
limitations. And in that time, The Vietnam restaurant business market contains many huge brands
in the world, most of them use the franchisee models or take a joint venture with the Vietnamese
enterprises. The restaurant market is a potential market in Viet Nam because of the development
of Vietnam in economic, population and technology. In the restaurant business, fast food and
traditional cuisine are the most dynamic sectors, we can easy speak out many brands in these
sectors such as KFC, Mc Donald, Bugger King and the traditional Japan, China or India
restaurants. Another quitter part of restaurant business is vegetarian foods, with 10% Vietnamese
are vegans, and it seemly lack of the foreign vegetarian restaurant in Vietnam, the vegetarian
market is also a potential sector.

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 CHAPTER I
OVERVIEW OF THE FRANCHISOR – DOSA PLAZA
Dosa Plaza is the sole runner in the category of south Indian cuisines that has gained
popularity nationwide for its innovative approach and wide varieties of recipes. From a humble
inception, Dosa Plaza grew into a success story that it has become today. It has overcome many
difficulties before achieving its current position - India's fastest growing food chain of south Indian
cuisine.
The company’s Vision
To become the leading brand serving traditional south Indian cuisine worldwide with an
oriental and western taste, delivering quality food, efficient service and value for money.
The company’s Mission
To delight every guest visiting our restaurant by serving traditional homely food with a fresh
creative approach in a clean, fun and friendly environment.
The company history
In 1990: Mr. Prem Ganapathy opened a smaill restaurant in Mumbai.
From 1992-1997: They started to sell Dosa in menu.
In1998: The restaurant changed name to Dosa Plaza.
In 2002: Dosa Plaza had 104 delicious varieties of dosas in its list.
In 2003: They opened the first branch, offered a franchising right and opened the first
franchisee outlet at Thane, Wonder Mall.
In 2005: Dosa Plaza opened outlets in 7 different locations of India like Inorbit Mall-Malad,
R-Mall- Mulund, Sahara Mall-Lucknow etc. across India.
In 2007: Dosa Plaza had established its outlets in 9 states of India and was spearing into the
international market. With 23 outlets all over india
In 2008: They opened the first internationally outlet in New Zealand.
In 2009: Dosa Plaza plans to opens its 2nd outlet in New Zealand at Sky City Metro,
Auckland.
In 2010: Dosa Plaza has opened its 3rd outlet in New Zealand at 14B Botany junction,227
te Irirangi, Dr Manukau City.
In 2011: Dosa Plaza launches its 1st Outlet of Middle East in DUBAI.

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 In 2012: Dosa Plaza launches its 4th outlet in Middle East, having its presence in Muscat,
Dubai & Sharjah.
By 2012 Dosa Plaza operates 45 outlets in India and 7 International Outlets in 3 Countries
(UAE, OMAN & NEW ZEALAND). The company’s strategy is to grow profitably by making
each store self in sustainable. The company will expand through franchise model in addition to
opening its own stores.
Dosa Plaza is a member of Franchise Association of India (FAI), the association, FAI is the
member association of the prestigious World franchisor Council (WFC) from India. Dosa Plaza
follows the Franchise Code of Conduct laid down by the Association.
Ho Chi Minh City of Vietnam is a potential market with the high number of vegetarians and
a dramatically change in vegetarian consumption. Fasting today is no longer a strange story of
Vietnam. The vegetarians include the vegans and vegetarian in periods, normally in the first and
the middle day of each month. Besides, the new modern life style of Vietnamese people is also the
reason of increasing the number of vegetarians. According to a survey from vinaresearch, many of
people today want to save the health by find the vegetarian foods, this indicated that the
Vietnamese attitude about vegetarian is more active. And the number of vegetarian will increase
in the future.
Because of the increase in demand, the Vietnam vegetarian market is becoming more
diversify, includes: vegetarian restaurants and prepared foods. The Vietnamese also choose
vegetarian restaurants instead preparing at home. All of them showed that the Viet Nam vegetarian
market is a growing and potential market and these are the opportunities for vegetarian food
enterprises.
In addition, the number of vegetarian foreign outlets in Ho Chi Minh City are still small, especially
is India restaurant, this create a good opportunities for Dosa plaza gain the potential customer and
market share.

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 CHAPTER II
SITUATION ANALYSIS
MACRO ENVIRONMENT
1 Economic
Vietnam is a developing nation with a population of over 88 million and a GDP of US$100.5
billion for 2010. Vietnam’s GDP growth was 5.3 percent in 2010 and this is expected to rise in the
next few years. GDP per capita was US$1,140 in 2010, but there is a large gap between the wealthy
urban population and the low income rural population. It is estimated that the average annual
disposable income per capita in urban areas is around US$4000 - $5000
Consumer spending on food and beverages is growing in Vietnam. The foodservice industry is
forecast to be worth US$13.3 billion in 2011 and is expected to grow at a compound annual growth
rate of 4.2 percent per annum for the next two years. The food and beverage retail sector is
estimated to be worth US$33.7 billion for 2011 and is expected to grow at a compound annual
growth rate of 18.9 percent until 2014
Vietnam’s food and beverage industry is becoming more developed and westernized. The
growth of modern retail formats such as supermarkets presents opportunities for Vietnamese
consumers to be more exposed to imported products, which are not generally stocked by traditional
stores. The average Vietnamese diet is also changing to include more meat and dairy product
2011 – 2013, there are several sectors and products that are expected to grow faster than the
overall market
Meat: Meat consumption is rising as consumer’s trend towards a more westernized diet.
Sales of meat products totaled US$589.6 million for 2010. This is expected to grow at a compound
annual growth rate of 7 percent for the period 2011 – 2015. Poultry products are particularly
popular with Vietnamese consumers. Sales of poultry products are expected to grow around 10
percent per annum for the period 2011 – 2015
Convenience and processed foods: Urbanization, busier lifestyles and a young population
are leading towards increased consumption of convenience and processed foods. Canned food
products are expected to increase at a compound annual growth rate of 10 percent for the period
2011 – 2015. Ready-to-eat meals are forecast to grow at a compounded annual growth rate of 9
percent for the same period

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 Dairy: Rising consumption of dairy products and rising demand for dairy ingredients in food
processing can be observed in the Vietnamese market. The dairy sector in Vietnam was valued at
US$476.6 million in 2010 and is expected to grow approximately 7 percent per annum for the
period 2011 – 2015. Within the dairy sector, demand for fresh milk and dairy spreads are expected
to perform particularly well. Fresh milk is forecast to grow around 11 percent per annum for the
period 2011 – 2015. Dairy spreads are forecast to grow 11 percent per annum in the same period
Healthy foods: The increased health consciousness of consumers has led to an increased
demand for healthier products. Fresh food products were valued at US$1.2 billion in 2010 and this
is expected to increase at rates between 6 – 7.2 percent per annum until 2015
Potential impact: Vietnam is an attractive market, with high demand for healthy foods such
as Dosa Plaza
2 Culture-Social
Health consciousness: Events such as the avian flu crisis and better health
education are leading the Vietnamese to become more health conscious.iv Healthy
products, packaged products and modern retail channels (which are seen as
hygienic) are expected to grow as a result
3 Demographic
Vietnam has a young population that is growing rapidly. Around one third of Vietnam’s
population is under 30. The younger population is more receptive of convenience and processed
foods. They are willing to try new brands and healthy foods, leading to increased demand for those
products
Buddhism is the national religion of Viet Nam, 40% Vietnamese is Buddhist or half-
Buddhist. They are eat vegetarians all day or at least 2 days in a month. They are big target
segmentation of our business
4 Technological
An estimated 2.0% of Vietnamese households have a broadband-enabled computer,
representing a significant increase from the 0.1% of households in 2005. The rapid uptake is partly
as a consequence of the ease and low price of connection
According to the Ministry of Information and Communication, there were 22.8 million
internet users in Vietnam in 2009, accounting for 26.6% of the total population, and an increase of
112.7% on 2005. For number of internet users, Vietnam has been ranked seventh highest among

5
the countries with high internet use in Asia, by Internet World Stats. There is increasing consumer
interest in technology and technical gadgets (Steinglass, 2010). Industry specialists estimate that
there are 50 million actual subscribers to mobile phones
Potential impact: The technology markets in Vietnam are currently growing but are still in
the early stages of development, this provides an excellent opportunity for any company with
digital marketing to gain a good market share in an emerging marketplace
5 Law and regulations
Duties and tariffs
India and Vietnam both belong to ASEAN - India Free Trade Area (AIFTA). Since 2010,
the ASEAN Free Trade Agreement has removed or lowered tariffs on most of India exports to
other AIFTA countries. On many dairy products, tariffs are still in place but are being gradually
lowered down to zero. For more information including tariff calculation, visit the website:
www.asean.fta.govt.nz.
Industry standards
Vietnam has a variety of general and product specific regulations around imported products.
Food and beverage products are subject to inspection when exported to Vietnam. Imported food
and beverage products are subject to the same regulations as domestic products. Standards are
governed by the Ordinance on Hygiene and Safety of Foodstuffs. The legislation can be found on
the website: www.vietnamlaws.com.
Labelling requirements
Food and beverage product labels must display the following information clearly:
 Product name
 Name and address of organization that is responsible for the product
 Country of origin
 Quantity
 Manufactured date and expiry date
 Ingredients and ingredient quantities
 Hygiene/safety information and warnings
 Instructions for use and preservation
For more information, please see Degree 89 (Circular 89/2006/ND-CP on August 2006)
on the following website: www.dncustoms.gov.vn.

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MICRO ENVIRONMENT
1 Potential customer
Dosa plaza mostly focuses on people from the age of 25 to 40, who have medium or high
income who have a high demand for staying healthy and keeping fit and most important, they are
willing to pay for high price in equivalent to high quality product. In order to meet these demands,
Dosa Plaza becomes special to be one of the first restaurants in Vietnam that serve vegetarian
dishes in Indian style. After conducting survey, we have decided to focus mainly on serving lunch
with delivery service, for those who work at the office, and dinner. As the name being called, Dosa
Plaza offers up to 100 kinds delightful Dosas that includes 27 trademarked Dosas. Those Dosas
contain no sugar and no saturated fats, and as its constituent ingredients are rice and urad dal (black
gram), they are also sources of protein and vitamin. Thus, our customers can be both enjoy their
rich nutritious meals and stay fit without worrying about nutritional deficiencies. More important,
our restaurant also serves Masala Dosa, which was listed as number 49 on “World’s 50 most
delicious foods” compiled by CNN Go in 2011. All our Dosas are stuffed with 100% pure
ingredients and vegetable, and spices that we imported from India, thus, we serve our customers
special dishes that nowhere else in Vietnam can they try the same taste
2 Main competitors
According to recent research, 21.5% of vegetarian eat at vegetarian restaurants, the others
usually have their meal at home, pagoda, vegetarian food store. Currently in Ho Chi Minh City, it
has many ordinary vegetarian restaurants, dishes cooked in a traditional style. There are also
vegetarian restaurants in the ordinary nearby Dosa Plaza on 3/2 street as Thien Tam, Thanh Luong
and Vien Giac. These diners sell vegetarian noodles, vegetarian rice with 20,000VND –
30,000VND prices. They may affect the sales of our restaurant but not significant because their
segment is different with us.
About the rent location, rental staffs, quality products and quality services, all the above
restaurants are located near downtown and hit a high quality equivalent to Dosa Plaza. So I just go
into a competitive advantage analysis and marketing strategies of direct competitors.
 An Nhien vegetarian restaurants: The most common ingredients in processed vegetarian
dishes are: Mushrooms. Since fungi such as shiitake, mushroom, abalone mushroom,
mushroom needle... They can be cooked many dishes rich diversity and different for their
daily meal. In addition to the mushroom dishes, this restaurant also has traditional

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 vegetarian dishes of Vietnam. This is a famous restaurant in Ho Chi Minh long with very
good quality food.
 Ngo Restaurant: This restaurant has a special vegetarian Burger. In addition, this
restaurant also has traditional vegetarian dishes of Vietnam. It is with very little space and
extremely quiet so everyone come to light here said quietly. Perhaps enjoying frugal
dishes in a quiet space with such melodious music makes us feel more pure soul.
 Tib Vegetarian: Tib Vegetarian cooks vegetarian Hue-style (former capital). With the
design of ancient royal, Tib Vegetarian make big differences compared with the current
vegetarian restaurant. The vegetarian dishes here are varied, most of which is in the very
strange instruments, decorative and eye-catching gaudy. Each dish here is attractive and
personal essence: bread bowl with thinly dirt, smooth and chewy fat eating the fleshy
green beans, rice Sheol colorful flavors, consistent good rotary or rum crispy salad
jackfruit tangy.
 Quan Dau Homemade: with Daily- Freshly-Healthy guideline, most dishes here are
prepared with homemade ingredients, especially tofu. The bar has a contemporary style,
elegant yet bold designs Zen thought. The food does not follow the style used fake salty
ingredients that completely dry preserved using natural ingredients homemade or
imported fresh daily so customers to enjoy quite reassuring. Vegetarian dishes here are
familiar with how to make home-style rice, just mouth tasting tasty, especially with the
decoration cared so very eye appealing.
 ROU Vegetarian Restaurant: Rou means "vegetable", written as Rou same conical hat
stylized accent for the brand. The reason is written like that because the bartender wanted
to connect people to come with Rou, can find a common voice for both Vietnam and
foreign tourists and anyone can pronounce the word "vegetables". Rou Restaurant is
committed to giving customers the nutritious meal, to ensure the health and taste
experience true vegetarian cuisine with dishes made entirely of vegetables, no real Is
"false" salty items appear on the menu. Specifically, Restaurants Cake Bicosti new
vegetarian bring variety to the customer’s choice.
 The Organic: Restaurant dining space possesses the essence of the vegetarian dishes. The
restaurant's menu is one thing is evident that all the dishes are made entirely from organic
food is cultivated self-contained, without the intervention of any chemical fertilizers,

8
 pesticides should ensure clean source. The soup is restaurant introduces diners made from
vegetables and fruits rich in vitamins combined with spices and a small selection of fresh
cream is quite appealing appetizers to start the meal delicious and full nutritious at The
Organic.
 Hoa Dang Restaurant: famous restaurant vegetarian buffet, with a varied menu, modern
style and professional service
 Mandala Restaurant: Saigon with a magnificent place with bold colors of Tibet, from the
paintings on the walls, on the ceiling, wall decoration to the music festival, which is a
vegetarian restaurant Mandala. Just set the first steps to Mandala is a diner can feel the
calm breath of the soul, outstripping all the noisy everyday life? The frugal dish, not quite
organic form as The Organic Restaurant, however, still have a strange attraction to the
taste of all customers have been enjoying by personal taste, but nowhere has be
 Vajra Vegatarian Food Restaurant: Based on a food site assessment of VN- Foody.vn,
Vajra is marked 7.1/10 in overall (quality, place, location, service and price). This
restaurant cooks Tibet-style cuisine with strange and delicious taste.The distance between
the Viet Nam Quoc Tu Pagoda to Vajra Restaurant is only 400m. This is the biggest
competitor of Dosa Plaza at the moment

Each restaurant will bring a unique style of cuisine and the space such as Tibet, Vietnam
traditional and modern ... But not any restaurants like Dosa Plaza, they are the single restaurant
and follow traditional methods of business. They have no strategy widely promote the image that
only uses ad entries of Foody or diadiemanuong.com. Vegetarian Tib had intended to extend in
the direction of the franchise but have not achieved many positive results. An Nhien vegetarian
restaurants have 4 branches but not uniform quality. So the potential for our competition is still
very high.

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 CHAPTER III
MARKETING PROGRAM
Sale forecast:
Base on the information about micro and macro in the chapter 2, and base on the number of
sale per day of three most familiar competitor in the table below:
Restaurant name Average sale in 2014( $) Growth rate
Ngo Restaurant 215,350 0.15
An Nhien Restaurant 266,450 0.17
Vajra Restaurant 284,700 0.16

We can see that, Vietnam is a friendly market, people are easy accept the new brands, and
the elements about social, economic and technology are suitable with doza plaza, therefore we
confidently believe that our expected sales can equal the average sales of our competitors.
The expected growth rate of sale will be 0.16. Assume that, the total cost will unchanged, so the
revenue’s growth rate will be equal 16% of sales
Calculating the revenue from each product, the distribution of the core product of the main
competitors are from 60 – 80%, therefore, the estimate revenue of each core product will be from
15 – 20% of total revenue.
In our mini research, in 3/2 street, there are about 10 restaurant, over 12000 consumers per
months and average spending are 50,000. And in the future, our expectation is becoming the most
reputation brands in HCM city, in market share, our target is 1500 consumers per month so we
want to gain about 12.5% market share of consumers and 20% about sales

10
 CHAPTER IV
SEGMENTING, TARGETING, AND POSITIONING
SEGMENTING
Collecting consumer information
- Franchisee store/consumer names: Vegetarian food restaurant on 3/2 Street/ vegetarian or
normal people want to try something new to diet or to be healthy.
- Type of consumers need:
+ Gender: Female – who want to diet, the Vegetarian.
+ Class: Middle class to high class.
+ Income level: 8 - 15 million VND per month.
+ Age: 25 – 60
+ Target: To serve healthy food in order to be healthy
Goods and services supply:
- Goods: Vegetarian food and flavor from India
Services:
+ Free delivery: bill over 100.000 VND within 5km
+ Take away
+ Free parking, free wifi and air condition
+ Big order

- The target consumer of Dosa Plaza is aim to final consumers rather than others business.
- The price levels accepted by consumers for each product or service provided by your
business is range from 50.000 VND to 200.000 VND per dish.
- The most important features of the products or services preferred by consumers are
hygiene, healthy, fresh, Indian Style and acceptable price.
- The target consumers mainly live in Ho Chi Minh City, especially people who live near
the biggest pagoda in HCMC –VietNam Quoc Tu Pagoda. They can eat vegetarian food
at Dosa Plaza Restaurant or delivery at home for lunch or dinner.
- Consumers can eat vegetarian at Dosa Plaza every day.
- Each bill is about 150.000 VND to 200.000 VND in average.
- The substitutes of the products are Chinese vegetarian Style food and drink.

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 - Collecting the consumer information by feedbacks via Facebook or Instagram, survey
questions and member cards.
TARGETING
In the first month, the revenue gain about 180 million VND and the consumer is about 70
people per day.
Determine Niche:
Dosa plaza mostly focuses on female from the age of 30 to 40, who have high income.
Women between those ages are stable, all have a high demand for staying healthy and keeping fit
and most important, they are willing to pay for high price in equivalent to high quality product. In
order to meet these demands, Dosa Plaza becomes special to be one of the first restaurants in
Vietnam that serve vegetarian dishes in Indian style. After conducting survey, we have decided to
focus mainly on serving lunch with delivery service, for those who work at the office, and dinner.
As the name being called, Dosa Plaza offers up to 100 kinds delightful Dosas that includes 27
trademarked Dosas. Those Dosas contain no sugar and no saturated fats, and as its constituent
ingredients are rice and urad dal (black gram), they are also sources of protein and vitamin. Thus,
our customers can be both enjoy their rich nutritious meals and stay fit without worrying about
nutritional deficiencies. More important, our restaurant also serves Masala Dosa, which was listed
as number 49 on “World’s 50 most delicious foods” compiled by CNN Go in 2011. All our Dosas
are stuffed with 100% pure ingredients and vegetable, and spices that we imported from India,
thus, we serve our customers special dishes that nowhere else in Vietnam can they try the same
taste.
Who are your potential targets markets in future….
In the long run, we aim to approach more foreigners who are vegetarians and those who want
to try vegetarian food. They are mostly female with their ages range from 40 – 60 and earn higher
level of income (>= 15 million VND). We aim to target nonresident more than foreign settlers.
The reasons for this choice are that once Dosa become familiar with the local residents, it
would be easier for us to approach to a wider range of customers like the foreigners who travel to
Vietnam. If our restaurant has capability to expand our market shares, we will certainly update our
menu to provide more diversified choices to our customers. Those new dishes will be at higher
prices so customers with higher level of income will be targeted.

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POSITIONING PLAN
Brand recognition:
 Associate with Social media such as Saigon food-tour/ Foody to spread information about
our restaurant (product, service, sales promotion, etc) to customer to build awareness
 Operate seasonal sales promotion to be more attractive
 Take part in Market-Fair since this is an opportunity for various kind of customers (friends
and families, students, etc) to try our best-sell samples. By doing this way, we could
approach to a number of consumers, especially first-time customers in a shorter period of
time
Brand recall:
In order to improve customers’ loyalty, we provide membership-card to serve preferential
price on their birthday. This enables us to measure the degree to which our customers continue to
purchase our brand and how long their loyalty will last
BRAND STRATEGIES
Brand positioning
Attributes: serve fresh and hygiene vegetarian food at a maximum level. Our target
customers mostly have stable and high level of income; they are smart customers and demand for
a value-for-money product, which means they are willing to pay more as long as the price is
coherent with the quality. Thus, below each dishes on the menu, we will clearly provide the
ingredients, which are mostly imported from India, in order to let the customers know what exactly
they are eating. We also do the same thing on our Website since this is the place where all our
audiences turn to learn out us.
On our Website, aside from ingredients, we also include the history of our Dosa over time, the
information on franchising and licensing our brand name. Besides the traditional formats of
customer service hotline and in-store form, the customers can now write their comments and
suggestions on our website, which will then be directed to one of our staff. What we want to
achieve is to build the transparency to our consumers that whenever customers think of Dosa, they
will immediately think of Dosa’s tagline: “Everyday Tasty and Good for Health”.
We do also recognize the importance of internal audience – our staff. Employees’
contribution is somewhat critical for a brand promise to succeed. As we focus on customer service,

13
the hiring process needs to be aimed more at people who are friendly, unflappable and motivated
enough to help Dosa keep its brand promise.
Dosa’s Implicit Brand Contract – Our promises to the customers:
 Provide the highest quality vegetarian meals available on the market today.
 Offer customers a wide variety of vegetarian meal options as well as beverage items.
 Have an atmosphere that is warm, fresh, homelike and appropriate for having a
conversation with friends or family-time.
Additionally, customers’ behaviors are not always the same and thus change over time. It
would be better to frequently conduct systematic research on our target client group to
understand deeper about their perspective and priorities, to see how they view our brand. This
helps us to develop further growing strategies in the long run and make more appropriate decisions

14
 CHAPTER V
SWOT ANALYSIS OF THE FRANCHISEE

Strengths
 Convenient street
 Famous and actrative brand
 Professional & well-trained employees
 Stable, fresh material sources
Opportunities
 Trend of healthy lifestyle
 Ability to launch new businesses at
other places
 People do not know more about Indian
foods
Weaknesses
 Lack of management experience
 Lack of information about vegetarian
food market
 High initial investment
Threats
 Traffic jams at rush hours
 There are 3 Vietnamese vegetarian
store located and near 3/2 street.
 The demand is not stable, more based
on the seasons

1. Strengths
The first one is about this location. 3/2 street is a feasible chosen, it not only is in downtown
but also is cool and covered by more green trees, these are appropriate for our restaurant,
in where people coming to find the fresh and comfortable. In addition, the number of
potential customers in here is really big, this street is nearly to many big pagodas such as
Viet Nam Quoc Tu, Phung Son pagoda…. It is also in a high income area, has more offices
and residential quarters. The second is about this brand, this India brand is very famous at
India in recent years, moveover in Viet Nam, India are very popular about Buddhism, Yoga
and their vegetarian foods, so that, this vegetarian brand can attractive to people who
follows Buddhism and love Yoga. The third one is about the employees, most of them had
more experiences and time in this field, so they can easy to have fondness from customers
and rapidly create a friendly and professional image for our restaurant. Finally, this
restaurant has stable and fresh materials sources, instead of importing raw materials from
India, we can use the materials sources in Viet Nam except some important raw materials.
From suppliers at Dat Lat and Long An province, who can supply raw materials all seasons
in one year, we can have clean and sustainable raw materials sources. This is also a
competitive advantage, because most of restaurant today do not want to pay too much fee
for a safety source.

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2. Weaknesses:
Lack of management experience: Franchising and operating such a famous brand like
Dosa Plaza need much of experience especially in management skill. We are the young
generation from IU with high enthusiasm but lack of experience. However, we need to
cope with that problem in order to develop potential Dosa Plaza brand. We have to learn
from practical situation that we face with and from experienced people.
Lack of information about vegetarian food market: People care more about healthy
lifestyle nowadays in Vietnam and vegetarian food becomes more important in their diet.
That trend is a good opportunity for Dosa Plaza. However, we do not have much
information about our main competitors – vegetarian restaurants and vegetarian market.
We have to collect more information and do some research for better preparation.
High initial investment: 117001 USD is our initial investment. That includes a restaurant
located on 3/2 street, construction cost, equipment cost, etc. The dinner restaurant franchise
package of Dosa Plaza is not included so the cost is higher. We cannot have enough capital
to invest in other activities such as promotion, etc.
3. Opportunities
Trend of healthy lifestyle: more and more people have high incomes and they want to be
healthy, they look to the vegetarian food with less greasy, while it has to ensure adequate
nutrition for the body. This is a potential opportunity to develop market
Ability to launch new businesses at other places: this brand is not available in Vietnam,
if it develops as expected, the company may open more branches in Ho Chi Minh and in
the country
People do not know more about Indian foods: Vietnamese people are familiar with the
Indian drama or know little about the customs of the Indians, but they do not know much
about Indian food and especially, Indian vegetarian food. This will inspire and attract
Vietnamese people to come to restaurant
4. Threats
Traffic jams at rush hours: 3/2 street is a major road in Ho Chi Minh City with many
vehicles and it is often congested during peak hours
There are 3 Vietnamese vegetarian store located and near 3/2 street: on 3/2 street has
a large temple called "Việt Nam Quốc Tự", nearby temple, there are 3 large vegetarian

16
stores, that is, Thành Lương vegetarian store on 3/2 street, Viên Giác vegetarian store on
Hòa Hảo street, and Thiên Tâm on Su Van Hanh street. These are traditional vegetarian
stores in Vietnam and are widely known. This is a challenge to open shops on this road.
The demand is not stable, more based on the seasons: Vietnam people are often seasonal
vegetarians. This issue should be considered carefully in order to give direction to
overcome and to raise revenue for restaurant

17
 CHAPTER VI
MARKETING MIX STRATEGY
PRODUCT STRATEGY
Customer preferences
In a research of Vinaresearch in 2012 claimed that people like eating vegetarian foods
because of saving the health, taste and environment
 In saving their health, over 30% believe that vegetarian can save their heath such as
reducing lipid and cholesterol, avoiding the cardiovascular diseases, cleverness
 In taste, 28% people think that vegetarian foods are flavour, because they think the
vegetarian foods are simple and exquisite
 This research also indicated that 75% people usually get vegetarian at home, this indicate
that, customer will prefer a restaurant with warm atmosphere and familiar meal
Product plan and the product differentiation plan
Because of the customer preferences we will develop the product plan base on three aspect:
healthy, taste and closeness. In the healthy perspective, we will focus on the less cholesterol, more
fibre foods. In taste perspective, our products will be simple, light taste. And in creating the
closeness, we will use the Vietnamese material such as Vietnamese coriander. So we chose 5
dishes below: Pulliyothairai Rice (Imbli Rice), Maharaja Masala Dosa, Paneer Chinese Delight
Dosa, Special Spicy Uttappa, and Veg American Chopsuey
PRICING STRATEGY
Pricing products request two main data are the customer acceptable prices and the competitor
price, from analyzing all data, we can estimate the most reasonable price
Conduct a survey on customer:
This survey towards the marketing plan of the restaurant to collect data from customers about
the customer acceptable prices.
The survey focus on the target customers, who are the woman from 25 to 60 especially
people in the middle age with high level income. It got the data from 100 woman from 25 to 60
with the monthly income higher than 15 million VND

18
 Acceptable Prices VND - $ Number of customers
< 70,000 VND 5
70,000 – 150,000 VND 35
150,000đ – 200,000 VND 40
> 200,000 VND 15

So we can see the target customers who have high income, may accept the price from 70 -
200 VND. All information about competitors’ prices:
Name Address Price (VND)
An Nhien vegetarian 16 Lê Ngô Cát, Ward 7, Dist. 3 60.000 - 110.000 VND
restaurants 94 Nguyễn Văn Thủ, Đakao Ward,
Dist. 1
136 Điện Biên Phủ, Dist. 1
22 Phạm Ngũ Lão, Ward 3, Gò Vấp
Dist.
Ngo Restaurant 31 Đặng Tất, Dist. 1 30.000 - 200.000 VND
Tib Vegetarian 89 - 91 Phan Kế Bính, Đa Kao 50.000 - 60.000 VND
Ward, Dist. 1
Quan Dau Homemade 27 Hồng Hà, Tân Bình Dist. 50.000 - 100.000 VND
ROU Vegetarian 37B Cô Bắc, Cầu Ông Lãnh 20.000 - 72.000 VND
Restaurant Ward, Dist. 1
The Organic 54 Lý Văn Phức, Tân Định Ward, 10.000 - 200.000 VND
Dist. 1
Mandala restaurant 110 Sương Nguyệt Ánh, Bến Thành 50.000 - 121.000 VND
Ward, Dist. 1

Hoa Dang Restaurant 38 Huỳnh Khương Ninh, Dist. 1 150.000 - 250.000 VND

Pricing method:
Our restaurant uses “cost-plus pricing” method. Cost-plus pricing is adding a standard
markup to the cost of the product. We choose this method because of the following reasons:
 We are more certain about the costs than about demand (because the demand is not stable,
more based on the seasons)
 Prices tend to be similar and price competition is thus minimized
 Many people feel that cost-plus pricing is fairer to both buyers and sellers. Sellers earn a
fair return on their investment but do not tke advantage of buyers when buyers’ demand
becomes great
The price of all dishes in Dosa menu: (it is equal basic price of each dishes/(1 – desired return
on sales (80%)))

19
The Tradition of South Rice Plaza 1. Spring Roll Dosa (160k VND)
2. Paneer Spring Roll Dosa
1. Veg. Pulao (155k VND)
(200k VND)
2. Green peas Pulao (170k VND)
3. Chinese Delight Dosa (170k VND)
3. Bisebelle Bhath (Sambar Rice)
4. Paneer Chinese Delight Dosa
(110k VND)
(205k VND)
4. Pulliyothairai Rice (Imbli Rice)
(110k VND) Spicy Plaza
5. Lemon Rice (110k VND)
6. Dahi Rice (120k VND) 1. Paneer Chilly Dosa (170k VND)
2. Schezwan Dosa (180k VND)
Steamy Idli Plaza 3. Mushroom Schezwan Dosa
(210k VND)
1. Chennai Idli
4. Tom-chi Dosa (180k VND)
2. Ghee Idli
Chopsuey Plaza
Pav Bhaji
1. Ameracan Chopsuey Dosa
1. Special Prem Pav Bhaji (170k VND)
(160k VND)
2. Tomato Pav Bhaji (145k VND)
2. Paneer American Chopsuey Dosa
3. Butter Garlic Pav Bhaji (145k VND)
(200k VND)
4. Masala Pav (110k VND)
3. Mushroom Chopsuey Dosa
5. Pav (15k VND)
(200k VND)
Traditional Masala
Uttappa
1. Masala Dosa (75k VND)
1. Plain Uttappa (60k VND)
2. Mysore Masala Dosa (105k VND)
2. Paneer Onion Uttappa (120k VND)
Combination Masala Plaza 3. Tom-chi Uttappa (105k VND)
4. Masala Uttappa (105k VND)
1. Maharaja Masala Dosa (130k VND)
5. Special Spicy Uttappa (130k VND)
2. Prem Masala Dosa
(4 types of Chutney and Masala Ultimate Special Dosas
Bhaji) (110k VND)
1. American Delight Dosa (190k VND)
3. Harabhara Masala Dosa
2. American Paneer Delight Dosa
(130k VND)
(215k VND)
Thin and crispy Dosa’s 3. Maharaja Delight Dosa (120k VND)

1. Garlic Roast Dosa (105k VND) Yummy Salad Plaza

2. Prem Sada (4 types of Chutney)
1. Salad Roast Dosa (180k VND)
(85k VND)
2. Paneer Salad Roast Dosa
3. Maharaja Sada Dosa (105k VND)
(215k VND)
Chinese Fusion Dosa’s

20
 Mexican Style Dosa Drinks
1. Mexican Roast Dosa (140k VND) 1. Mosambi (35k VND)
2. Red Chilly Dosa (130k VND) 2. Watermelon (35k VND)
3. Paneer Crispy Dosa (215k VND) 3. Pineapple (40k VND)
4. Mexi Roll Dosa (205k VND) 4. Orange (40k VND)
5. Ganga Jamuna Juice (40k VND)
Noodles 6. Anar Juice (53k VND)
1. Tom-chilly Noodles (170k VND) 7. Cocktails Juice (53k VND)
2. Chilly garlic hakka Noodles 8. Bottle water (25k VND)
(190k VND) 9. Soft drink ( Coca-cola, Sprite, Fanta)
3. Veg Schezwan Noodles (190k VND) (40k VND)
4. Veg American Chopsuey 10. Tea (20k VND)
(165k VND) 11. Mango (40k VND)

PLACE OR DISTRIBUTION
Our vegetarian restaurant is placed on 3/2 street which is one of the most crowded street in
the city. The restaurant is near Vietnam National pagoda which lots of vegetarians come to
everyday. Our potential customers is not only the vegetarians but also people who care about
healthy lifestyle and want something new but good for health in their diet. Therefore, 3/2 street is
an appropriate place where we can attract our potential customers thanks to position advantages
mentioned above.
Our famous competitors such as An Nhien restaurant, Ngo restaurant, Tib vegetarian, etc.
are mainly placed in district 1 or 3. Those places are prime positions of the city and attract much
of attention. Our restaurant is not near them so we can restrict direct competition. However, their
position has huge advantage on popularity degree because those places are central of the city where
healthy lifestyle people and rich people – our main customers live. There are some vegetarian
restaurants near 3/2 street such as Vajra Vegatarian Food Restaurant, San May Vegetarian Food
Restaurant, Thanh Luong Vegetarian Food Restaurant. Vajra restaurant is considered as our
biggest competitor with Tibetan food style.
Our materials are mainly from Da Lat city and other nearby city such as Long An. It is far
from our restaurant but it is not a big problem to worry about. All of the materials will be available
on time thanks to transportation service.

21
 The rental fee is 23 USD/m2/month and our area is 300 m2. We have to pay 155.5 million
VND/month for our position. It is not cheap but reasonable enough for that position and our famous
brand.
In general, we choose 3/2 street after considering those criteria above. We can attract two
kinds of customers – vegetarians and healthy lifestyle people. Moreover, there are not many big
vegetarian restaurants on 3/2 street so we can restrict direct competition and earn more profit.
Finally, the rental fee is reasonable enough for our position and brand.
Since we open dining restaurant, we do not have channels of distribution for products
If people know and like our brand, and sales are good as expected, we will plan to open more
franchisee stores in HCM city. We will choose Ngo Thoi Nhiem Street to open stores next. We
choose Ngo Thoi Nhiem Street to open franchisee store because it is located in District 1, it means
that it is suitable with target segment we set, that is, middle to high income. Moreover, there is no
vegetarian restaurant in this street, it is good opportunity for us to open the franchisee store. This
street also has many food store or restaurant and it also attract people living around district 1 to go
to there to enjoy their meals. Besides, the rental fee is 22 USD/m2/month compared with 23
USD/m2/month of the store in 3/2 Street but our area is also 300 m2, the same as the store in 3/2
Street.
PROMOTIONS AND IMC PROGRAMS
First, our target is to ensure the customer awareness about our product and service in the
restaurant, to make sure the customer will be positive impressed and makes trading in reality
Second, building a marketing plan:
Before 2 months opening the restaurant, we must run some internet marketing activities:

22
 ADVERTISING
Advertising Type of Contents Target Budget Advertising
activities marketing message
In Online, Create new page for Dosa plaza Reach more 3 million/
Facebook interactive in Vietnamese, contact with than1.000.000 month Informative
marketing Vietimg ( a company run many customers, (about 5 Reminding
marketing campaigns in 16.000 likes, months) Reinforcement
Facebook) comments and
shares
Affiliate Online Pay money for some famous, Reach more than 10 – 20 Informative
marketing marketing positive reputation pages to 2.000.000 million/ 1 Reinforcement
marketing for our restaurant customers, article
through some food articles 20.000 likes, (about 3
(kenh14, foody...) comments and articles)
shares
Instagram Online, Take many our products Reach more than free Informative
interactive pictures, use hashtag related to 1.000 customers, Reminding
marketing the most used words) and tag 400 likes and Reinforcement
our friends comments
E-mail Direct Since Facebook, Get some Reach more than free Informative
marketing target customer email addresses 800 customers Persuasive
and send them our information ( Reminding
food, address, the day we open,
telephone number)
Sales Direct Go to some temples, restaurants Reach more than 10 million informative
letters, marketing to give them. 5.000 customers
Brochures,
Postcards

Grand Hang poster to advertise Reach to a lot of 1 million informative

opening restaurant passers

23
 PR’S ACTIVITIES
PR’s Type of Contents Target Budget
activities marketing

Festival Personal Sale in some food festivals Reach more than 100 million cost
selling (Phu Tho Stadium, Hoa Binh 20.000 customers beginning but
exhibition) getting profit
Based on their schedule time. back
Personal At first moon day since Reach more than 1000 2.5 million
selling opening, give 100 dishes for customers
Viet Nam Quoc Tu temple

SALE PROMOTIONS
Sale Contents Target Budget
promotion
activities
Happy day Receiving 1 salad for ordering any Boost sale up more than 200,000 per
dish every Friday. 50% compared to regular day
days
Voucher Cooperate with yoga fitness center Reach to 500 customers 10 million
by giving customers who but getting
registered vouchers 20% potential
customers
Moon day Buffet 300,000 VND ( 20 dishes) Boost sale up more than Increases
200% compared to regular 300 times
days variable cost

In all marketing activities, we have to impress the target customers about the slogan that they
will remember, beside Dosa plaza logo; we bring colorful images of foods and friendly staffs
Third, the next step is implementing activities schedule and smoothly running until the end
of the program.
Final, after following and judgment the result of each activity, we have to choose which one
is the best effective activity and which one we should eliminate from the list. On the other hand,
we can add some more attractive program which brings more positive results

24
 CHAPTER VII
HUMAN RESOURCE PLANS
Job Job description Job requirement Number Salaries Benefits
positions of
employees
Restaurant Plan, direct, or Hotel management / 1
manager coordinate activities of graduates with 0-2 10-18
an organization or years of experience in million
department that serves hotels/quick service
food and beverages. restaurants / retail
industry.
Assistant Hotel management / 1 5-10
restaurant graduates with 0-2 million
manager years of experience in
hotels/quick service
restaurants / retail
industry.
Cashiers Receive and disburse HSC / Graduate with 2 4-6
money in establishments experience and also million
other than financial fresher are welcome
institutions. May use
electronic scanners, cash
registers, or related
equipment. May process
credit or debit card
transactions and validate
checks.

Waiters HSC with 0-2 years 4 4 million

Take orders and serve of experience in
food and beverages to hotels/quick service
patrons at tables in restaurants / retail
dining establishment. industry.
Chef Direct and may Hotel management / 1 10-15
participate in the diploma / HSC with million
preparation, seasoning, minimum 2 -5 years
and cooking of salads, of experience
soups, fish, meats,
vegetables, desserts, or
other foods. May plan
and price menu items,
order supplies, and keep
records and accounts.
Cooks Prepare, season, and Hotel management / 4 6-10
cook dishes such as diploma / HSC with million

25
 soups, meats, minimum 1 - 3 years
vegetables, or desserts of experience
in restaurants. May
order supplies, keep
records and accounts,
price items on menu, or
plan menu.
Assistant Hotel management / 4 5 million
cooks/Food Perform a variety of diploma / HSC
Preparation food preparation duties
Workers other than cooking, such
as preparing cold foods
and shellfish, slicing
meat, and brewing
coffee or tea.

Housekeepi Perform any SSC with 0-2 years of 2 4 million

ng/Utility combination of light experience in
cleaning duties to hotels/quick service
maintain private restaurants / retail
restaurant industry.
establishments in a clean
and orderly manner.
All above candidates must have a pleasing personality and good communication skills.
Fluency in English, Vietnamese. Enthusiastic, self-motivated candidates who are looking for a
stable long term career.

Age criteria – Between 18 – 30 years

26
 CHAPTER VIII
FINANCIAL PROJECTION
Because the size of worksheet of financial projection is larger than the size of this page, we
attach the financial files with this report.

27
 CHAPTER IX
PROJECT IMPLEMENTATION AND CONTROL
STRATEGY and IMPLEMENTATION SUMMARY
We are first going to open our franchisee store on 3/2 street in HCMC, this will become our “market
testing area”. As we go further, Dosa Plaza is planning to open another outlet in nearby shopping
malls. To attract customers to try our dishes, in our second outlet, we will provide a see-through
kitchen so that people will see how we are committed to freshness and hygiene in our products
MILESTONE
The planning and construction of the restaurant will take approximately 8 months, from September
2015 to May 2016:
Milestone Start Date End Date Department
Conduct presentation materials for all 10/9/2015 10/11/2015 Board of directors &
stakeholders/franchisor Financial dept.
Follow up with suppliers 19/9/2015 19/11/2015 Store Managers &
financial dept.
Follow up with developers 19/10/2015 19/12/2015 Mangers & Marketing
Construct menu 1/11/2015 15/12/2015 Marketing & financial
dept.
Marketing communication program 25/10/2015 25/12/2015 Marketing & financial
dept.
Online marketing program 1/1/2016 1/5/2016 Marketing & financial
dept.
Distribute fly 1/3/2016 1/5/2016 Marketing & financial
dept.
Grand opening materials 10/1/2016 10/4/2016 Financial dept. and
Administrative dept.
Hiring staff 15/1/2016 15/2/2016 Human Resource &
financial dept.
Training staff 19/2/2016 19/4/2016 Human Resource &
financial dept.

28
 LIST OF REFERENCES
Introduction + Chapter 1

Dosaplaza.com, (2015). Dosa Plaza Restaurant offering franchises in India and USA, UK, Dubai.
Retrieved 4 November 2015, from http://www.dosaplaza.com/aboutus.htm

Chapter 2

Mrs Carol Reid. (2010). International Marketing Environment Study of Vietnam

New Zealand Trade and Enterprise, (2011). Exporter Guide FOOD & BEVERAGE IN VIETNAM.

Chapter 6

Dosaplaza.com.au. Dosa Plaza. Retrieved 16 November 2015, from

http://www.dosaplaza.com.au/Careers.html

Chapter 7
Dosaplaza.com, (2015). Dosa Plaza: Current opening in dosa plaza.. Retrieved 18 November 2015,
from http://www.dosaplaza.com/career.htm

Blair, J., & Blair, J. Assistant Chef Job Description | eHow. eHow, from
http://www.ehow.com/about_6517215_job-description-assistant-chef.html

Kirby, J., & Kirby, J. (2015). Qualifications for Restaurant Managers | eHow. eHow, from
http://www.ehow.com/about_5117083_qualifications-restaurant-managers.html

Stanley, D., & Stanley, D. (2015). How to Be a Good Assistant Manager at a Restaurant | eHow.
eHow, from http://www.ehow.com/how_8525335_good-assistant-manager-restaurant.html

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