III. Identify the target market for your new restaurant.
Based on the analysis about the general environment of restaurant above, we decide to choose our target market is Student. To specify, those are Students in universities nearby, included students from National Economic University (NEU), Hanoi University of Science and Technology (HUST), National University of Civil Engineering (NUCE), Hanoi Open University, high school students studying in the big examination-training center that located on Ta Quang Buu Street. There are some main reasons for our choice. First of all, in this particular area (near Ta Quang Buu street), there is a few good restaurants. The canteen of Hanoi University of Science and Technology seems to be the biggest competitor around here. According to our observation, because serving students is the most important objective, dishes in this canteen only focus on the price - not the quality, so their meals are cheap but not delicious at all. Besides, many “sidewalk restaurants” – small competitors of our future restaurant - have various types of foods; however, the quality and hygiene are bad along with not good decorations. That’s why they are not favorite choices of students. The size of our restaurant is small and medium, so it’s easy to start because of the starting capital is not too much and the demanding is high. In addition, the canteen has no marketing strategy. Therefore, if we are more dynamic, we can make great stride and create our own standing in this marketplace. Furthermore, to understand our target customers in the most specific way, we also made a survey using the questionnaire with 200 students from HUST and NUCE. Below we will show you the detailed questionnaire and its the result.
Chúng tớ cần có những câu trả lời chính xác nhất từ các bạn, sự giúp đỡ này thực sự rất quan trọng với chúng tớ. Xin chân thành cảm ơn!!!! 1. Hiện tại bạn có đang ở với gia đình hay ko? A. Có B. Không 2. Bạn có thường xuyên ăn trưa/tối ở ngòai ko? A. Thường xuyên B. Thỉnh thoảng C. Ko bao giờ

3. Số tiền ăn trung bình có thể chi trả trong 1 ngày là bao nhiêu? A. < 30K B. 30 – 60K C. 60 – 100K

4. Bạn thường dành ra bao nhiêu thời gian cho một bữa ăn * Khi một mình: A. <30’ B. 30 – 1h * Cùng với bạn bè: A. < 1h B. 1h – 2h C. > 2h

5. Để phục vụ cho bữa ăn trưa, bữa ăn tối, bạn thường tìm đến những đồ ăn như thế nào để giải quyết cơn đói. A. Đồ ăn nhanh ( Bánh mỳ, mỳ tôm,…) B. Các loại đồ ăn chính ( các loại cơm, phở,…) C. Đồ ăn vặt ( Chè, nem, khoai,…)

6. Những món bạn thường ăn ở trên có gần trường không? Hay có tiện đi lại không? A. Có B. Không
Bạn đã thử đồ ăn gần trường bao giờ chưa? Nếu có trả lời câu hỏi 7 – 9 7. Đồ ăn có ngon không? A. Ngon B. Được C. Bình thường D. Không 8. Có đảm bảo vệ sinh không? A. Tốt B. Được C. Bình thường D. Không 9. Có phục vụ tốt không? A. Tốt B. Được C. Bình thường D. Không

10. Bạn nghĩ sao nếu gần trường bạn (có thể là trên phố Tạ Quang Bửu) có một nhà hàng phúc vụ đồ ăn chính ( cơm các loại, phở,… bonus các loại nước uống) với các mức giá tùy chọn hợp lý, đảm bảo chất lượng vệ sinh và có không gian thoáng mát để ngồi thưởng thức dù là một mình hay là với bạn bè? A. Tôi thích một nhà hàng như vậy. B. Nói chung là cũng được. C. Chả quan tâm.

11. Nếu vậy bạn có ý định đến thử chứ? A. Chắc chắn rồi. C. Không B. Lúc nào hứng, nhớ ra thì vào k thì thôi.

KQUẢ: | A | B | C | D | 1 | 17,04% | 82,96% | X | X | 2 | 48,15% | 50,37% | 1,48% | X | 3 | 31,11% | 60,74% | 8,15% | X | 4 | 81,48% | 18,52% | X | X | | 84,44% | 10,37% | 5,19% | X | 5 | 23,71% | 71,85% | 4,44% | X | 6 | 60,74% | 39,26% | X | X | 7 | 9,65% | 33,33% | 54,07% | 2,95% | 8 | 2,96% | 21,48% | 62,22% | 13,34% | 9 | 0% | 34,07% | 61,48% | 4,45% | 10 | 48,15% | 44,44% | 7,41% | X | 11 | 57,04% | 37,04% | 5,92% | X |

In the first row, we can easily see that almost the participants (82.96%) have not lived with their parents in Hanoi. This may be considered as the driver for the result of 2nd question. There is only 1,48% of our participants said they never go out for dinners of lunches; more than one half told that they often have outside-meals, and the remaining 48,15% are “regular customers” of different restaurants. These figures demonstrate the students’ high demands for a restaurant that could serve their daily meals.
The next aspect we had mentioned in our survey (question 3 in detail) is the amount of money that students willing to pay for their meals each day, which could be useful for us to decide the price of our dishes. The majority of participants answered that: they had spent from 30 to 60 thousand VND on average for their meals in one day. So, we must calculate carefully in order not to set our price much higher than this average amount.
We also seriously care about comments of our target customers about taste – hygiene – serving of the existing competitors. Most of the participants feel it is acceptable for these three factors as you can see in question 7, 8 and 9. People who said that the foods have good taste account for nearly 10%, and the percentage reduces to 2,96% when talking about hygiene. Terribly, no one felt satisfied for the serving of these restaurants. In addition, there is a significant percentage of customers who had complained about the quality of not only taste and hygiene but also the serving.
Finally, we use the last two questions to “decode” our target customers’ reaction about our future plan. Although some of them ignored this new idea, more than 90% of our participants showed that they are concerned about our business. Over one half of these people even ensure they will come to our restaurants.
All of these results have encouraged us very much in our business plan. The next part, we will give you our detailed marketing strategies for the restaurants.