[Tiểu luận Tiếng Anh] Franchise Operation of Pizza Hut in Viet Nam

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Facebook: Dethivaonganhang INTRODUCTION 1. The thesis title PIZZA HUT AND LESSONS FOR FRANCHISEES IN VIET NAM 2. The thesis necessity Globalization has result in a perception that barriers between countries have almost disappeared. It is arguably easier to travel, communicate and trade with people around the world t…

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Dokumentenname: [Tiểu luận Tiếng Anh] Franchise Operation of Pizza Hut in Viet Nam
Inhalt: Facebook: Dethivaonganhang INTRODUCTION 1. The thesis title PIZZA HUT AND LESSONS FOR FRANCHISEES IN VIET NAM 2. The thesis necessity Globalization has result in a perception that barriers between countries have almost disappeared. It is arguably easier to travel, communicate and trade with people around the world than ever before. Similar, goods and services have become widely available…
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Seiten: 32 Seiten
Hochgeladen von: ThiNganHang

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Seite 1

Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang TABLE OF CONTENT TABLE OF CONTENT..........................................................................................................................1 INTRODUCTION ..................................................................................................................................3 CHAPTER 1 AN OVERVIEW OF FRANCHISING........................................................................6 1.1 The definition of franchising......................................................................................................6 1.2 History of the Franchise.............................................................................................................7 1.3 Types of franchising....................................................................................................................8 1.3.1 Single-unit Franchise............................................................................................................. 8 1.3.2 Multi- unit franchise.............................................................................................................. 9 1.3.3 Area development franchise...............................................................................................10 1.3.4 Master franchising/ Regional Developer ...........................................................................10 1.4 Factors influence franchising activities...................................................................................11 CHAPTER 2 FRANCHISE OPERATION OF PIZZA HUT IN VIETNAM ...............................12 2.1 An overview of Pizza Hut.........................................................................................................12 2.1.1 Company profile..................................................................................................................12 2.1.2 Franchising network of Pizza Hut in the world.................................................................12 2.1.3 Process of conducting franchise of Pizza Hut ...................................................................14 2.1.3.1 Searching for partner and receiving business proposal ...............................................14 2.1.3.2 Consideration of franchise............................................................................................14 2.2 Franchise operation of Pizza Hut in Vietnam ........................................................................15 2.2.1 Background information of Pizza Hut in Vietnam............................................................15 2.2.2 Strategy of operation of Pizza Hut in Vietnam ..................................................................15 2.2.2.1 Marketing Mix...............................................................................................................15 2.2.2.2 Ingredients sources.......................................................................................................17 2.2.2.3 Controlling quality of product ......................................................................................18 2.2.2.4 Restaurant organization................................................................................................18 2.2.2.5 Human resources and internal organization ................................................................19 2.3 Assessment franchise operation of Pizza Hut.........................................................................20 2.3.1 Achievements.......................................................................................................................20 2.3.2 Limitations...........................................................................................................................23 CHAPTER 3 LESSONS FOR DEVELOPING FRANCHISE IN BUSINESS IN THE FIELD OF FASTFOOD IN VIETNAM...............................................................................................................25 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1

Seite 2

Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang 3.1 Opportunities and Challenges of developing franchising business in Vietnam ..................25 3.1.1 Opportunities.......................................................................................................................25 3.1.2 Challenges...........................................................................................................................25 3.1.2.1 From the franchisors ‘point of view..............................................................................26 3.1.2.2 From the franchisees ‘point of view..............................................................................26 3.2 Lesson for fast food Vietnam ...................................................................................................27 3.2.1 Building a long-term franchising plan...............................................................................27 3.2.2 Building the effective franchising model ...........................................................................27 3.2.3 Choosing restaurant location .............................................................................................28 3.2.4 Product quality....................................................................................................................28 3.2.5 Price strategy.......................................................................................................................29 3.2.6 Supporting partners and building control systems ............................................................29 3.2.7 From Government...............................................................................................................30 CONCLUSION.....................................................................................................................................31 REFERENCES .....................................................................................................................................32 www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 2

Seite 3

Facebook: @Dethivaonganhang www.facebook.com/dethivaonganhang INTRODUCTION 1. The thesis title PIZZA HUT AND LESSONS FOR FRANCHISEES IN VIET NAM 2. The thesis necessity Globalization has result in a perception that barriers between countries have almost disappeared. It is arguably easier to travel, communicate and trade with people around the world than ever before. Similar, goods and services have become widely available everywhere. They are no longer limited within a country or made to meet the needs of a particular group of people. Culinary is no exception. In the past, it was less likely for people to try special dishes from the other side of the world yet now it is normal to taste new flavors, enjoy traditional meals of a country in another. Culinary has become global commodity and can be introduced to other cultures through many ways. One of the most common methods is franchising. Growth of franchising in recent years has been phenomenal, reaching far beyond the traditional auto dealerships and fast food outlets. Through franchised business, consumers are able to buy nearly everything, from good to service, ―Franchising is the most successful marketing concept ever credited‖, says trend-tracker John Nesbit (Scarborough and Simmered, 2003). Franchise has been operated in Vietnam late 1990s thanks to Truing Nguyen coffee brand yet not until 2005, Vietnam government had legalized franchise law. Moreover, as a consequence of Vietnam opening its markets in line with World Trade Organization on January 1, 2009, Vietnam has blossomed into a promising market for foreign franchisors. Since then, franchise has developed significantly in the country and become an efficient tool to develop the economy. Moreover, the commercial environment for franchising in Viet Nam is increasingly favorable: Vietnam is the fastest growing Asian economy after India and China is experiencing strong gross domestic product growth and annual retail growth. www.ThiNganHang.com S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 3

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Facebook: @ www.facebook.com/ S Á C H – T À I L I Ệ U T H I T U Y Ể N Trang 1 TABLE OF CONTENT TABLE OF CONTENT..........................................................................................................................1 INTRODUCTION ..................................................................................................................................3 CHAPTER 1 AN OVERVIEW OF FRANCHISING........................................................................6 1.1 The definition of franchising......................................................................................................6 1.2 History of the Franchise .............................................................................................................7 1.3 Types of franchising....................................................................................................................8 1.3.1 Single-unit Franchise.............................................................................................................8 1.3.2 Multi- unit franchise..............................................................................................................9 1.3.3 Area development franchise...............................................................................................10 1.3.4 Master franchising/ Regional Developer ...........................................................................10 1.4 Factors influence franchising activities...................................................................................11 CHAPTER 2 FRANCHISE OPERATION OF PIZZA HUT IN VIETNAM ...............................12 2.1 An overview of Pizza Hut.........................................................................................................12 2.1.1 Company profile..................................................................................................................12 2.1.2 Franchising network of Pizza Hut in the world.................................................................12 2.1.3 Process of conducting franchise of Pizza Hut ...................................................................14 2.1.3.1 Searching for partner and receiving business proposal ...............................................14 2.1.3.2 Consideration of franchise............................................................................................14 2.2 Franchise operation of Pizza Hut in Vietnam ........................................................................15 2.2.1 Background information of Pizza Hut in Vietnam............................................................15 2.2.2 Strategy of operation of Pizza Hut in Vietnam ..................................................................15 2.2.2.1 Marketing Mix...............................................................................................................15 2.2.2.2 Ingredients sources.......................................................................................................17 2.2.2.3 Controlling quality of product ......................................................................................18 2.2.2.4 Restaurant organization................................................................................................18 2.2.2.5 Human resources and internal organization ................................................................19 2.3 Assessment franchise operation of Pizza Hut.........................................................................20 2.3.1 Achievements.......................................................................................................................20 2.3.2 Limitations...........................................................................................................................23 CHAPTER 3 LESSONS FOR DEVELOPING FRANCHISE IN BUSINESS IN THE FIELD OF FASTFOOD IN VIETNAM..........................................................................................

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