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Assignment 2
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Research Project
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H Hng Minh

Contents
Literature Review.............................................................................................1
Concept........................................................................................................1
Model............................................................................................................1
Price...........................................................................................................1
Place..........................................................................................................1
Promotion..................................................................................................2
Product:.....................................................................................................2
Methodology....................................................................................................2
Research Question........................................................................................2
Survey Question:..........................................................................................3
Descriptive Survey........................................................................................4
Survey form..................................................................................................4
Summary respond......................................................................................12
Solution..........................................................................................................12
Product:......................................................................................................12
Price:...........................................................................................................13
Place:..........................................................................................................13
Promotion:..................................................................................................13
Bibliography...................................................................................................13

Literature Review
Concept
In general, marketing is what you say and how you say it when you want to
explain how awesome your product is and why people should buy it. For
business people, it simply is selling at a larger scale. In the reality, is that
marketing sits at the intersection of the business and the customer the
great arbiter of the self-interests of the business and the needs of the buyer.
As the global economy settles into a new normal of consistent doubt,
Marketing has an identity problem, a brand perception gap, maybe even a
crisis of confidence. (Forbes, 2012)
Market expansion is the process of offering a product or service to a wider
section of an existing market or into a new demographic, psychographic and
geographic market. Marketing is communicating the value of a product,
service or brand to customers, for the purpose of promoting or selling that
product, service, or brand. "Marketing mix" is a general phrase used to
describe the different kinds of choices organizations have to make in the
whole process of bringing a product or service to market. The 4Ps are:
product (or Service), place, price, promotion. (Forbes, 2012)

Model
To increased sale, the company evaluated according 4P model:
Price: Of all the aspects of the marketing mix, price is the one, which
creates sales revenue - all the others are costs. The price of an item is clearly
an important determinant of the value of sales made. In theory, price is
really determined by the discovery of what customers perceive is the value
of the item on sale. Researching consumers' opinions about pricing is
important as it indicates how they value what they are looking for as well as
what they want to pay. An organisation's pricing policy will vary according to

time and circumstances. Crudely speaking, the value of water in the Lake
District will be considerably different from the value of water in the desert
(Forbes, 2012)
Place: 'Place' is concerned with various methods of transporting and storing
goods, and then making them available for the customer. Getting the right
product to the right place at the right time involves the distribution system.
The choice of distribution method will depend on a variety of circumstances.
It will be more convenient for some manufacturers to sell to wholesalers who
then sell to retailers, while others will prefer to sell directly to retailers or
customers. (Business case study, 2013)
Promotion: Promotion is the business of communicating with customers. It
will provide information that will assist them in making a decision to
purchase a product or service. The cost associated with promotion or
advertising goods and services often represents a sizeable proportion of the
overall cost of producing an item. However, successful promotion increases
sales so that advertising and other costs are spread over a larger output.
Though increased promotional activity is often a sign of a response to a
problem such as competitive activity, it enables an organization to develop
and build up a succession of messages and can be extremely cost-effective
(Business case study, 2013)
Product: are the goods and services that your business provides for sale to
your target market. When developing a product you should consider quality,
design, features, money dollars covering costs expenses packaging,
customer service and any subsequent after-sales service. (Business case
study, 2013)

Methodology
Research Question
There are 3 questions:
How to use Marketing Mix for market expansion?
What are problems that Banh Mee faces?

What are the solutions for Banh Mee?

In this report, people will know about the important of marketing mix in
expanding the market, and how to use it to fix the problems in Banh Mee.
The problems are impacting to the brand and revenue of Banh Mee,
according to the customers comments. Banh Mee have to find out the
solution to fix that problem.
I will choose the deductive way to do this report, show the main problems,
and then explain it into detailed evidences.
I will use the strategy in this report is survey; I will send my survey to the
employees and the customers. I will send my survey to at least 1000 people
in Ha Noi (employers, customers, travelers come to Ha Noi) because Ha Noi
have more than 6 million people. So I think 1000 survivors are reasonable.
I will use sources of data is primary data because there is a simple way to
get information from customers as quickly as possible; then I can based on
the evaluation results of the customer to be expanded market. Im an
employer in Banh Mee and I already have my own questions to use in survey.

Survey Question:
1, Where are you from? (only one
answer)
2, How old are you? (only one
answer)

3, What is your career? (only one

answer)

4, You have used the product of

Banh-mee yet
5, You know to Banh-mee products
primarily through:

1.
2.
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
1.
2.
3.
4.
1.
2.

Vietnam (Hanoi)
Foreign country
6-12
13-19
19-35
36-50
Over 50
Student
Employees
Business
Visitor
Other
Never
Used
Using
Will be use
Poster
Facebook

6, What do you think about the prices

of Banh-mee?

7, What do you think about the

product of Banh-mee?

8, If you think products of Banh-mee

are not impressed. What are the
factors you based on?
9, What do you think about location
and design of Banh-mee?

10, What do you think about the

promotion of Banh-mee?

11, What promotions do you like?

3.
4.
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
1.
2.
3.
4.
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
1.
2.
3.
4.

App about food (Lozi, Foody)

Referrals from friends, relatives
Too cheap
Cheap
Reasonable
Expensive
Too expensive
Very impressive
Impressive
Normal
Not impressed
Very not impressed
Quality of crust
Quality of foods (too cold,
stink,..)
Lack of choice
Other
Very impressive
Impressive
Normal
Not impressed
Very not impressed
Very impressive
Impressive
Normal
Not impressed
Very not impressed
Voucher
Discount
Happy hours
Other

Descriptive Survey
A survey was conducted to obtain opinion Banh-mee consumers. The
questionnaire in the survey was design with the marketing mix literature
regarding 4P. The questionnaires include 11 question totals, this survey is
intended for consumers are living and working in Hanoi. Survey was sent to
1000 people (to get more than 700 responds) by email, message on
Facebook and face to face. The responses were collected 7 days, from March
17, 2015 to March 23, 2015.
After survey, I have collected 700 respond.

Survey form
Question 1: Where are you from?

42%

Vietnamese
58%

Foreign Country

In this survey, survivors come from many countries to create fairness. There
are 58% Vietnamese survivors and 42% visitors travel to Hanoi.
Question 2: How old are you?

7%

4% 6%
Age
Under 12
35%

13-19
20-35

48%

36-50
Over 50

Based on pie chart in question 2, we can see major customers who are in the
age of 13-19 and 20-35 come to Banh-mee.

Question 3: What is your career?

2%
18%

Student

Employees
17%

43%
Business

Visitor

Other

20%

We can see the main customers of Banh-mee are Student (43%) and
Employees (20%). Visitor is very important to decide the development of
Banh-mee because they can tell their friend and their family after they come
back to their country. So Banh-mee is the first choice of visitor when they
come to Hanoi
Stringing question 2 and question 3 we can conclude that main customers
are Student in the age 12-19. Potential customers are employer and visitor in
the age 20-35. Customers of Banh-mee are young teen and foreign guests
always want to learn about culinary Vietnam.
Question 4: You have used the product of Banh-mee yet

18%

12%
Never
Used

26%

Using
Will be use

44%

Question 5: You know to Banh-mee products primarily through:

10% 2%
Poster

8%
34%

Facebook
App about food
Referrals from friends,
relatives

46%

Travelling book

Nowadays, with the development of Internet and smartphone, everything is

shared on social networking sites (Facebook) and applications about food
(foody, lozi, etc). Almost customers come to Banh-mee based on review of
facebook-er, foody-er, lozi-er. They will decide to come to Banh-mee if Banhmee have high graded. Foreign customer still use travelling book (10%) and
the referrals from friends, relatives (8%)

Question 6: What do you think about the prices of Banh-mee?

6% 1% 8%
Too Cheap
Cheap

34%

Reasonable
Expensive
51%

Too Expensive

Collected Data
Rate
Survivors

700

Too

Cheap

cheap
7/700

56/700

Reasona

Expens

Too

ble

ive

Expens

238/70

ive
42/700

357/700

0
51% survivors answer the price of Banh-mee is reasonable. However, up to
34% of people think that the price of Banh-mee is expensive. Compared with
the bakery sidewalk, price of Banh-mee is more expensive. But price
depending on many factors (service, location, quality and sanitary).
Customers who answer that the price is cheap (8%) maybe they are foreign
customers come from developed country because monetary difference
between Vietnam and their country is huge.
Question 7: What do you think about the product of Banh-mee?

7%
10%

18%
Very impressive
Impressive
Normal
23%

Not impressed
Very not impressed

42%

Collected Data
Rate
Survivors

700

Very

Impress Normal

Not

Very

impress ive

impres

not

ive

sed

impres

70/700

sed
49/700

126/70

161/70

SUMMARY OUTPUT
Regression Statistics
0.648
Multiple R
459
0.420
R Square
499
Adjusted R
0.130
Square
749
Standard
1.203
Error
641
Observatio
ns
4

294/700

Almost customers feel impressed with the product of Banh-mee. But one
thing worth mentioning here is 17% of customers feel not impressed about
product of Banh-mee. In anticipation of this, I gave an extra question
(question 8) of why customers still not impressed.
Question 8

5%
23%
Quality of crust

32%

Quality of foods
Lack of choice
Other
40%

There are 3 main problem that make customer do not feel impressed with
product of Banh-mee. First of all is Quality of foods. Secondly, quality of
crust is unsatisfactory. Thirdly, lack of choice.

Question 9: What do you think about location and design of Banh-mee?

7%
10%

18%
Very impressive
Impressive
Normal
23%

Not impressed
Very not impressed

42%

Rate
Survivors

700

Very

Impress Normal

Not

Very

impress ive

impres

not

ive

sed

impres

70/700

sed
49/700

126/70

161/70

SUMMARY OUTPUT
Regression Statistics
0.648
Multiple R
459
0.420
R Square
499
Adjusted R
0.130
Square
749
Standard
1.203
Error
641
Observatio
ns
4

294/700

Almost customers feel impress about location and design of Banh-mee (42%
of survivors feel normal, 23% of survivors feel impressive and 18% of
survivors feel very impressive)
This question have R Square is 0,4 (0<0,4<1)
Question 10: What do you think about the promotion of Banh-mee?

18%

2% 5%
Very impressive
32%

Impressive
Normal
Not impressed

44%

Very not impressed

SUMMARY OUTPUT
Regression Statistics
0.899
Multiple R
34
0.520
R Square
48
Adjusted R
0.271
Square
93
Standard
1.455
Error
981
Observatio
ns
4

Customers feel the promotion of Banh-mee is not good enough, there are a
lot of comments are not satisfied (47% of survivors feel not impressive and
19% of survivors feel very not impressive)

Rate

Very

Survivors

700

Not

Very

impress ive

impres

not

ive

sed

impres

329/70

sed
133/70

14/700

Impress Normal

35/700

238/700

Question 11

13%

2%
Voucher
Discount

23%
62%

Happy hours
Other

These question mention about some promotions ( voucher, discount and

happy hours)

Summary respond
According to the study, the majority of customers of Banh-mee are younger
customers. They feel quite satisfied with the quality of products and
locations. But there are still some disadvantages in terms of price and
promotion makes Banh-mee not really make an impression with the
customer.
Based on the regression statistics, I have R square of question 10 is
highest (0, 52). So Banh-mee needs to focus on promotion. They need to
have more and more promotions to make the customer feel satisfy.

Solution
Product:
Due to the quality of the product is not satisfactory, I have a number of
solutions to help customers feel satisfied and impressed with the product.
Management needs to improve product quality by improving the quality of
the crust. In addition, employees must be heated food before baking. Hot
food will help customers feel more delicious. Currently, the menu of Banhmee is not abundant; I think the store need to create more new dishes. For
example, company should create more vegetarian food with bread.

Price:
The price of the store is quite high; however, this is not inevitable. Because,
the company must pay taxes and rent employees; they also buy clean food.
The only way is to improve the quality of service to deserve with the price.

Place:
Banh-mee has a good location that is 18 Au Trieu Street (city center), where
many tourists pass through. The design of the store is very nice and easy to
attract the attention of customers. Banh-mee has only one downside is
relatively little shop, they can only serve a maximum of 70 clients over a
period of time. In my opinion, they need to open more branches in the
neighborhood that have many foreigners as Ta Hien Street.

Promotion:
Currently, the promotion of Banh-mee pretty poor (R square of question 10
is highest). They almost do not have regular promotions. The advertising
information will not be updated regularly on the social networking site. There
are my solutions. Firstly, I think Banh-mee should focus more on the potential
customers on Facebook. According to my opinion, homepage of Banh-mee on
Facebook still quite monotonous and they do not update the information
regularly. I think they should have some activities or games to win prizes on
Facebook to attract the attention of customers. Along with that, they need to
constantly update information on the combo and preferences. Banh-mee
should discount on primetime (happy hours) or give customer voucher in
holidays. Second, in order to attract more customers, Ball-mee to make use
of social networking sites like Kenh14, Foody, Lozi. They should hide Kenh14
write an article to PR for Banh-mee.

Bibliography
Forbes. (2012, 4 13). Retrieved 4 8, 2015, from
http://www.forbes.com/sites/sap/2012/08/09/what-is-marketing/
Forbes. (2012, 6 12). Retrieved 4 8, 2015, from
http://www.forbes.com/sites/sap/2012/08/09/what-is-marketing/
Business case study. (2013, 3 4). Retrieved 4 8, 2015, from
http://businesscasestudies.co.uk/business-theory/marketing/marketingmix-price-place-promotion-product.html#axzz3WroDRfej