TABLE OF CONTENTS I. EXECUTIVE SUMMARY II. SOLUTION ANALYSIS 1. Company analysis 2.1 Mission statement 2.2 Marketing objective 2. Environment analysis 3.3 Economic environment 3.4 Social environment 3. SWOT analysis 4.5 Strengths 4.6 Weaknesses 4.7 Opportunities 4.8 Threats 4. Competitors 5.9 Direct competitors 5.10 Indirect competitor III. MARKETING STRATEGIES 1. Segmentation 2.1 Behaviour 2.2 Psychographic 2.3 Demographic 2.4 Geographic 2. Targeting 3.5 Differentiated 3.6 Undifferentiated 3.7 Concentrated 3. Positioning 4. Marketing mix
4.1 Product
4.2 Price
4.3 Place
4.4 Promotion
4.5 People
4.6 Process 4.7 Physical evidence or service settings IV. BUDGET. V. ACTION PROGRAM. VI. CONTROL VII. CONCLUSIONS VIII.

I. EXECUTIVE SUMMARY

II. SOLUTION ANALYSIS 1. Company analysis 2.1 Mission Statement * We are committed to customer satisfaction through offering high quality with excellent services and good value. * We take great pride in serving each other, our customer and our communities. * We seek continuous improvement in all that we do. 2.2 Marketing Objective * Make profits in the first year of operations. * Acquire customer from the target market. * Maintain a high customer satisfaction level. * To establish a presence as successful local fast food outlets and gain a market share in Vietnamese fast food industry. * To expand into a number of outlets by year three and sell the franchise to neighboring metropolitan cities such as Nam Dinh, Thanh Hoa, Ninh Binh. 2. Environment analysis 3.3 Economic environment
The world economy has gone through a severe financial crisis originated from the U.S. and