INTRODUCTION

There are three prominent restaurants that are being contrasted. First of all, as a Junior
Marketing Analyst for a Vietnamese restaurant or any other foreign service brand with a
branch in Vietnam, we are getting ready to prepare a report for the Marketing Director.
The report is divided into two sections, which explore and analyze the idea of marketing
as well as the significant functions and duties of the marketing department in your z``
between my preferred restaurant and other corporate divisions, as well as discovering the
larger organization's vision, mission, and values.

1. General information about the company

Due to its genuine commitment to providing clients with a novel service experience,
Pizza 4p has gained notoriety as a startup brand since 2011. At Pizza 4P's, our goal is to
make the world smile for peace in addition to simply being "A Great Pizza Restaurant."
The concept for the restaurant was first conceived by two Japanese co-founders who
wanted to share the allure of pizza with everyone as well as capitalize on the country's
recent economic progress in Vietnam. From this concept, 4P pizza was created. Due to its
distinctiveness and attention to detail at every stage of service, the restaurant has been
established in numerous nations to date. A restaurant must serve good food that patrons
will appreciate. They constantly work to go beyond being a restaurant. aspire to make
everyone who enters our world happier and more enthusiastic.

1. the concept of marketing and the important roles and responsibilities of the
Marketing Department in your company.

Marketing is the management of successful client connections. Marketing's two main

objectives are to win over potential clients with promises of higher value and to retain
and expand its clientele by satisfying existing ones. Marketing, when used broadly, is a
social and management process by which people and organizations fulfill their needs and
desires by generating and exchanging value with other people. According to Kolter &
Armstrong (2018), marketing must now be interpreted in the new sense of meeting client
demands rather than the outdated sense of "telling and selling" or making a sale.

Similar to the philosophy and marketing strategy of Pizza 4p, the co-founder of the brand
wants to satisfy the desire to eat high-quality and fresh ingredients. As a result, they have
fully produced all of the ingredients required for each of their dishes, whereas there are
no restaurants in the Vietnamese market that can produce their own ingredients, such as
raw cheese. Along with that, 4p Pizza leverages the strength of Japanese hospitality
culture and professional service to meet consumer demand for a superior dining
experience. This strengthens the bond between the restaurant and its steadfast patrons. As
a new firm, it has achieved numerous firsts for the sector, including offering ready-made
pizzas that maintain freshness thanks to packaging technology and aggressively using
technology to promote itself on well-known social media sites.

2.1 The external environment

Within the confines of its internal and external environments, a firm functions and exists.
An organization's growth and operation are supported by its internal environment. It can
lead to either business growth or issues that cause it to cease to exist. The resources
needed to support a company's internal capabilities are available from the external
environment. The influences and elements that an organization must consider when
deciding how to conduct its marketing activities are included in the marketing
environment. The organization has some control over some of these internal elements.
Outside of the organization's control are other factors, or external forces. Below, we'll go
into greater detail about these.

The state of the external environment cannot be ignored by marketers. Companies utilize
a PESTLE study as one of their tools for analyzing the environment in which they
operate. The abbreviation PESTLE stands for political, economic, social, technological,
legal, and environmental elements, which give marketers a thorough understanding of the
entire environment from many perspectives. Marketers can more quickly detect potential
future changes, reduce risks that have already been identified, and seize competitive
opportunities by using these macro-environmental aspects to better comprehend present
external effects. The effects of the Macroenvironment's two selected components on
Pizza 4p, the subject of the inquiry, as well as marketing in general, will be further
investigated. They are the two factors listed below.

One of the key components of the external marketing environment is technological

factors. These elements cover both the speed of technological change and the
technological innovations and developments that have an impact on an organization's
operations. Another significant way that new technologies influence the marketing mix is
in how businesses sell their goods. Think about how the Internet has revolutionized
marketing by providing a new platform for the promotion and sale of a wide range of
products and services. To take advantage of opportunities and avoid risks, marketers must
stay current with technological developments and modify their strategies. For instance,
pizza 4p is a startup that was founded at a time when technology is moving at the fastest
rate in the nation, artificial intelligence is becoming more widely used, and social
networking is becoming more accessible. The marketing team is aware that this should be
fully utilized through popular social media sites like Facebook, Instagram, and Tiktok.
The story of a Japanese pizza restaurant is made even more appealing to consumers by
thorough seeding techniques across all platforms so they can enjoy the distinctive fusion
of two of the world's most popular cultural cuisines, Japan, and Italy.

The prospects of a corporation in a market are greatly influenced by economic

considerations. Economic considerations, for instance, can have an impact on pricing as
well as the supply/demand curve for a given good or service. Marketing executives are
bombarded with economic news every day. They have to consider it, evaluate its
implications, and adjust their marketing strategies accordingly. The news can
occasionally (but not recently) be encouraging since the economy is getting better,
unemployment is going down, and consumer confidence is rising. Other times (like
today), they become anxious due to the news: our economy is weak, industrial production
is down, unemployment claims are on the rise, consumer confidence has plunged, and
credit is difficult to come by. Naturally, a booming economy, full employment, and steady
prices are favorable for business. Products are easy to market since customers are willing
to buy. On the other side, when the economy is sluggish (or stagnant) and unemployment
is on the rise, consumers have less disposable income, making the task of the marketer
more challenging. Pizza 4P is a startup that is at the forefront of catching up with global
economic trends since it is cognizant of how the general economic variables of the
market considerably affect the restaurant's marketing approach. Due to the scarcity of
fresh cheese during the pandemic, the restaurant decided to create its own, and so far,
even after the outbreak, this tactic is still quite effective because of the freshness of the
fresh cheese. Additionally, when face-to-face interaction is restricted to prevent the
spread of covid-19, this has negatively impacted the overall F&B industry's revenue.
However, Pizza 4p has developed a very clever strategy to address this situation by
introducing a homemade cake model with fresh ingredient packages available in order to
not only maintain consistency but also to maximize profit. Additionally, they added
battery-operated heat micro lamps, demonstrating how much they value their clients'
experiences.

2. The role and responsibility of the marketing department

Many different business and marketing duties are frequently handled by marketing
departments. This group organizes, produces, and disseminates an organization's
promotion. They might also take on additional commercial and reputation-related duties.
Marketing teams may divide their roles into multiple jobs in order to work as effectively
as feasible. Each of these people is crucial to the efficient operation of the marketing
division and thus to the overall operation of the company. The marketing department's
better promotional activities have increased engagement levels in one of its jobs and
duties. These improved efforts can include better-organized, thoroughly researched, or
pertinent content tailored to the various audiences for the brand. Finding out where their
target audiences are and what they need can assist the marketing team choose the best
places to publish content and the best types of content to create. With the concept and
meaning "from farm to table," which is highly challenging for many restaurants, the
marketing department at 4p pizza restaurant has the critical duty of showing customers
the mission, vision, and culinary culture behind each fresh pizza. In order for diners to
witness the magic of the chef crafting exquisite pizzas made with fresh and quality
ingredients, Pizza 4P designs open kitchens with traditional jars. What not all restaurants
can replicate since the baking procedure needs to be very exact, thorough, and
aesthetically pleasing. Additionally, the warm hues not only emanate from the restaurant's
website but also from the quaint and intimate architecture that each diner who visits 4p
pizza may experience, hence boosting long-term consumer loyalty.

2.3 Relationships inside this company between the marketing department and other
functional groups

In a commercial organization, the marketing department never functions independently

from the other departments. A company's marketing department works closely with its
other divisions. The father of contemporary marketing, Peter Drucker, famously said:
"Marketing is not only far more general than selling, but it is also not at all a specialist
activity. It covers the entire enterprise. The entire business is viewed from the perspective
of the end product, or from the viewpoint of the client. Therefore, all divisions of the
company must be concerned with and accountable for marketing.

A. Marketing department and Finance department

The Marketing department concentrates on achieving high sales volume and building a
large market share. It will spend available resources on building the products that
customers need and want to buy and promoting those products effectively. The Finance
department will use the sales forecasts and proposed budgets to construct the Cash Flow
forecasts. However, the Finance department must make sure that the Marketing
department works within and does not exceed the allocated and approved budgets. In
order to run the business profitably and remain liquid, the Finance department will
monitor various costs and prices as well as cash flows in and out of the business. Prices
will need to cover the costs in order for the firm to generate profit. This can put additional
pressure on the Marketing department as sometimes products will need to be sold cheaply
in the short term (even below the cost of production) to get established in the market.
Both departments need to work collaboratively to achieve a balance between their own
interests. Consequently, there might be a conflict between the Marketing Department and
the Finance department about Setting budgets, Prices, Trade credit, and Spending on
Research and Development (R&D): market research, innovation, prototyping, and test
marketing. Since Pizza 4p was a new firm with numerous innovations in its
comprehensive marketing approach, dealing with financial issues was never easy for
them because they had to balance so many expenses. For example, the price of
ingredients is frequently high due to the numerous groundbreaking breakthroughs in
baking recipes fusing Asian and European cultures. Additionally, renting out sizable
facilities with placements in top-tier large shopping centers, which represents another
strength of Pizza 4p's marketing strategy, comes at a high expense. Core values and the
customer experience are therefore given high priority, and the accounting department
must balance properly to consider this marketing expense.

A. The marketing department and Human Resources department

For his department to investigate new product ideas, transform them into profitable
products and services, hit manufacturing goals, and build ambitious sales teams, the
marketing manager requires capable and creative workers. The Human Resources (HR)
department will use the marketing data, such as sales projections and any projected
spending on promotions, to determine hiring needs and ensure that the proper personnel
levels are in place. The Human Resources (HR) department will need to strike a balance
between its own recruitment demands, those of other departments like Finance and
Production/Operations, as well as its recruitment commitments to the Marketing
department. The Human Resources (HR) division's primary responsibility in marketing is
to ensure that the company has the ideal mix of personnel in terms of both quantity and
quality. The company will eventually be able to meet the needs and desires of its clients
by satisfying the recruitment and training requirements of various business functions. To
strike a balance between their respective objectives, both departments must cooperate.
However, there may be a disagreement on personnel, including the number of salesmen
and production workers, training requirements, bonus schemes, onboarding new hires,
and employer branding, between the marketing department and the human resources
(HR) department. Employees at Pizza 4p are crucial to the establishment's success since
they represent the brand while providing diners with an original, unheard-of dining
experience. Since Pizza 4p's spirit, goals, and mission, in contrast to other restaurants, is
the spirit of Japanese hospitality served under a chic European environment, creating an
interesting mix for diners upon arrival, the criteria for evaluating and selecting the
restaurant's staff are very thorough and selective. Additionally, they appreciate the sense
of community, so on every birthday or special holiday, they always have staff on hand
who know how to set the mood for the party. This sets 4P Pizza apart from other
restaurants on the market today.

II. Marketing mix and Tactical approaches

1. Marketing mix

According to Kolter & Armstrong (2018), The marketing mix is a combination of tactical
marketing tactics used by a company to elicit the desired response from its target market.
Everything a business can do to affect consumer demand for its goods is included in the
marketing mix. The numerous options can be broken down into four groups.

A service or good offered by a company is referred to as a product. When choosing

which products to give to their clients, brands take into account aspects including
necessity, competition, and costs. Anything that people find interesting or useful can be a
product.

The product's sale price indicates the price that customers are willing to pay for it. Cost-
based pricing, often known as R&D, manufacturing, marketing, and distribution costs,
must be considered by marketing experts. Value-based pricing is the term for a price that
is mostly determined by how customers perceive quality or value.

place refers to business operations that make the product accessible to target customers.
The best location may typically be determined based on the particular product and the
organization's available budget. Some goods, such as software that can be downloaded or
a digital consulting service, might only be accessible for purchase and usage online.

Promoting a product involves spreading its benefits and persuading consumers to

purchase it. Advertising, sales promotion, personal selling, and public relations are only a
few possible activities. The budget designated for the marketing mix is an important
factor. When seeking to reach their target audience, marketing professionals carefully
craft a message that frequently integrates elements from the other three Ps. It is crucial to
choose the most effective communication channels and to decide how frequently to
communicate.

a. Marketing mix in different organizations.

Tam Hoai An is a vegetarian buffet restaurant with only one location in West Lake that is
incredibly laid back and has a large, open garden area. Here, the restaurant concentrates
on making customers feel at home by serving inexpensive dishes at fair buffet prices for
all audiences, with a concentration on popular cuisine and more than 40 vegetarian buffet
items. (Buffetchaytamhoaian website)

The vegetarian restaurant Vi Lai has a unique layout with 5 floors that are divided into 5
distinct areas but are connected by a common theme. Diners' initial impression of Vi Lai
is one of lightness and reflection due to the entrance's blend of modern and classic design
elements, which exude sophistication and innovation. Not fussy or flashy like other
vegetarian restaurants, Vi Lai's rustic surroundings are full of coziness and comfort, so
you won't be taken aback. Each floor of Vi Lai restaurant is designed according to 1
specific theme. In particular, Vi Lai is designed with enough space to serve the needs of
diners traveling in groups, following companies, or wanting private rooms to be quieter.
The Future doesn't claim to be No. 1, but we do claim the menu is very different. (Vilai
website)

Here, I'll examine and contrast their 4Ps, brand positioning, and target market.

Tam Hoai An Vi Lai