Dự toán pub tại Việt Nam

Graduation thesis
Report
Business Administration

The project of opening Pub ZenG in Vinh City

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ABSTRACT
This document will talk about a business plan called "ZenG" in the Vinh area, which is done
through the process of finding out and surveying reality about needs, tastes of customers, and
market characteristics of diners in Vinh in general and Doc Thiet district in particular. With the
mission of bringing customers a delicious meal experience with unique and traditional flavors
while still bringing the unique features of Asian. The pub's customer focus file is students, office
workers, and workers, aged 18 to 45 with an average income. Our goal is to bring customer in
the Vinh area the experience of standard drinks. Besides, we will professionalize the service and
the service environment. More deeply, our goal is to expand the store in the form of a chain to
create a sense of pub, giving customers more choices when enjoying drinks. We will outline a
specific business plan with computation, market analysis, value proposition, HR management,
financial planning, and marketing plan. In addition, we will establish solutions to the known
risks. Everything will be done as close to reality as possible

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CONTENT
Table of Contents

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List of Figure
List of Table

I.

INTRODUCTION
1.1.1 Pub history
In the current youth trend, new amusement parks and international integration such as
Pubs are no longer strange. Although pubs are new to Vietnam, they are popular with
young people. Not only that, pubs are also a meeting place, birthday and weekend
entertainment for young people after a tiring week of studying.
So what are pubs? Beer bars (Pub - actually the word Pub is a shortened form for the
word Public House, open to the public ie inns, eateries, pubs, ...) English communities
next to churches, especially in rural villages. People meet, chat, eat and entertain are all
there. It's easy to see why there are more than 60,000 pubs across England (53,000 in
England and Wales, 5,200 in Scotland and 16,000 in Northern Ireland). The oldest
brasserie in history, dating back to the 11th century, is Fighting Cocks in St. Albans,
Herts. Pub culture in England was introduced from the taverns of the Romans when
they invaded England. They were formed very early in the culture of the British, Irish,
Australian, Canadian and New Zealanders. In particular, pub culture in the UK seems to
be richer and more prominent. They play such an important role in social life that they
are called "the heart of England". In many villages, pubs are also the most crowded
places in the community. Beer and alcohol appeared very early, but only with the
appearance of public places serving these drinks did they become dizzyingly popular,
not only bringing the brewing industry to a new era. new development, but also
contribute to writing history.
The pub we see today is believed to have been officially born in the 18th century, but
long before that there were other forms. The origin history of pubs can be traced back
to the Roman taverns, to the Anglo-Saxon alehouses.

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In Vietnam, along with the development of the Economy, Pub is also more popular,
becoming a favorite destination of many people. There are pubs where people make
their own wine and beer and sell them to customers, creating their own brand for the
pub. Some Pubs are also open for breakfast, lunch and dinner. Therefore, many families
and groups of friends often choose to go to Pub to both eat and drink attractive drinks
created by skilled Bartenders.

1.1.2 The benefits of choosing pubs over other forms of

entertainment:
Pubs are a popular source of entertainment and recreation nowadays, with a huge
number of young people supporting them. It is clear that a pub is a place for
entertainment, with the ability to host modest parties such as birthdays, love
anniversaries, and other occasions where friends may congregate, share laughter and
joy, and unwind after a hard day. Pubs are attracting an increasing number of visitors,
partially for the experience and partly as a pastime. On weekends and holidays, pubs
are frequently packed. Customers just want to have a good time at this time, which
helps pubs "bumper."
Pub has a huge number of prospective clients to expand and generate lucrative
activities that are difficult for other models to have, with the investment level and
difficulty at the top of the current beverage business models.
Vinh City is the North Central region's biggest commercial and cultural hub, as well as
an important crossroads for trade between Myanmar, Thailand, Laos, and Vietnam. This
creates fantastic prospects for a variety of businesses, including evening services such
as Pub. We hope to build a "playground" for young people both at home and abroad
with this advantage.1.2. Market opportunity and problem identification

1.2. Market opportunity and problem identification
1.
•

1.2.1. Market opportunity

PUB market in Vinh: The main cause for the emergence of the night economy is that
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•

Vinh city's socio-cultural life has taken off in recent years as the economy has stabilized,
thanks in part to public infrastructure and a slew of new investment firms that have
created a slew of new employment possibilities. As a result, the night economy began to
take shape as a result of increased client demand, and the bar business in Vinh has
remained strong for the past ten years. It's said to be analogous to Saigon's development
decades before. Despite being a new night economy, the service cannot be compared to
that of other major cities; nonetheless, with current efforts, WE Pub, Espérer, 48club,
BEER BUI.... are increasingly becoming the hub of youth.

• Pub market potential in Vinh :
When it comes to the PUB market's current trajectory, it is vastly different from what Saigon
took decades ago. Brands in Vinh have done things like be "professional," "catch the trend," and
"strike the insight." Let's take a look at how businesses have utilized and continue to employ
marketing methods to attract customers!
Vinh's youth are said to be nimble, open to new experiences, and to have inherited the
quintessence of the preceding generation in conflict with today's contemporary lifestyle. As a
result, in the 2010s, the Vinh market developed an open lifestyle, providing an opportunity for
bars and pubs to grow and achieve present prosperity. They analyze the youthful audience very

closely now that they are more receptive to the "9Life culture," and they are both diligent and
fast open to the rebellious lifestyle of the West. Pubs recruit A-list musicians or celebrities to
perform at specific hours to entice consumers. This is seen to be a brilliant tactic since the
younger generation enjoys flashy things and, despite the high ticket price, would gladly pay to
attend. Seeing my heroes perform.
•

Although pub culture is defined by drinking and conversing, PUB Vinh's market may be
harmonized with its customers' psyche. While emulating a typical pub, short concerts
featuring well-known Vietnamese entertainment personalities were held. In any case,
this is a technique that has proven successful for well-known player brands like as WE
PUB and 48 club.

• Make the most of visitor potential by expanding venues.
It's hard to overlook the potential contribution of tourists to the night economy, which has a
significant impact on market sales. The number of pubs in Vinh is increasing, and the quality is
improving as well. The increase in demand, of course, necessitates an increase in supply; this is
the component that helps Vinh's bars gain the most renown. The number of visitors visiting
Vinh is currently only second to Ho Chi Minh City, Hanoi, and Da Nang; if it is fully utilized and
the service is upgraded to its full capacity, the profit produced will undoubtedly be enormous,
and you should not overlook the opportunities presented by this item.

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2.

1.2.2. Problem identification.

The first issue is that because the business is shaped like a pub, it can only function at night,

making it impossible to utilize the space during the day. Pubs have music as their major focus,
thus maintaining and updating the quality of program content as well as originality is essential.
Another issue is that many individuals believe that pubs and clubs are encouraging them to
develop unhealthy habits like drunkenness and drug addiction. However, this is not the case; it
is an outdated belief that has to be replaced.
The next issue is that most young people go to bars hoping to express themselves, but they also
need to have control over their spending in pub because pub is usually a place where the cost of
service as well as the drinks is very high, so many young people lose control of their drinking
and spending when they come to pub.
The biggest issue is pub rivalry, since there are famous brands in Vinh like Espérer, WE Pub, and
48 Club, all of which are fierce rivals for anyone looking to start new pubs in the Vinh market.
Because consumers normally choose familiar locations to try new pubs and restaurants, yet the
preceding example has established a brand for itself in the market and is well-known, so
reaching out to ear customers will be challenging.
When opting to launch a firm using the Pub model, choosing a source of raw materials is equally
crucial. Create contracts with suppliers to have legal guarantees as well as favorable pricing
when choosing raw materials of obvious origin. Alcohol, in particular, is simple to counterfeit
currently, so sign contracts with suppliers to have legal guarantees as well as preferred rates.
Food should be fresh, and damaged things should be avoided at all costs.
The issue of the Covid-19 outbreak is the next challenge. Covid is now a major concern for
Vietnam's industries in general, and restaurant businesses like Bar and Pub in particular,
therefore city-wide quarantines are likely to remain in the future. It will have a significant
impact on launching a store and maintaining consumers in the future.

1.3. Company Introduction

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1.3.1. Company Description

Figure 1: Logo of ZenG
Type of company: Joint Stock Company
Company name: ZenG Pub
Head office: 129 Doc Thiet, Vinh city, Nghe An.
Description of business:
ZenG is a pub/cocktail bar established in 2021 with a new and unique space, inspired by Asian
style, designed for customers to have a comfortable environment, have fun with friends as well
as have more opportunities to enjoy themselves make new friends.
Product:

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Figure 2: Menu of ZenG
Beer
Such as: Heineken, Corona, Chimay, Duvel, Tiger, Strong Bow… Besides bottled beers draft beer
(beer that has not been pasteurized, temperature preserved. from 0 to 4 degrees C).
Alcohol
Whiskey, Vodka, Brandy, Rum, Tequila, Gin…. In addition to the above spirits, you can find wines,
liqueurs…

Cocktails
Cocktail is an alcoholic drink, which is combined from alcohol and other ingredients such as fruit
juice, syrup, sugar, milk, cream...

Mocktails
This is a non-alcoholic beverage, made from ingredients such as juice, syrup, milk, soft drinks...
Mocktail has a delicious taste, sweet aroma, easy to drink, nutritious ingredients, so it is
recommended by women.

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In addition, in some beverage brands, you can find it in the menu of filtered water, coffee,
smoothies, juices, tea, soda, etc.

1.3.2 Vision
With the motto "Prestige - Quality - Professionalism", ZenG Pub aspires to conquer the top with
professionalism, always learning to create delicious drinks that attract customers and provide
services promptly respond to customers' requests to make life more beautiful, bring more
tones.
Become the most comfortable place for entertainment and relaxation for everyone in Vinh City

1.3.3 Mission
Our delight and obligation is to provide clients with a comfortable, calm area free of sound and
wonderful cuisine and beverages. The key value that is the foundation for generating the finest
service is the innovation, vitality, and excitement of the personnel, which has helped "ZenG
Pub" gain a place in the Vinh city market.

1.3.4. Core values
Customer-centric
Putting the consumer first and foremost. Customers' satisfaction and health are critical to the
success of "ZenG Pub." The mission of "ZenG Pub" is to provide customers with drinks and
meals that assure food safety, provenance, and competent service.
Quality
Always strive to provide the best service possible. At "Zen Pub," we constantly do our best to
suit the demands of our clients in terms of cuisine, drinks, and overall customer experience.
Respect
"ZenG Pub" will constantly strive to create a professional, vibrant, and compassionate working

environment by treating customers, workers, partners, and suppliers with respect. Each
consumer who comes to enjoy the service is always treated with respect.
Innovation

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We will continue to discover new ways to innovate, enhance our abilities, and keep up with the
latest trends in order to meet the needs of our customers.

2. MARKET ANALYSIS & VALUE PROPOSITION
2.1 Market potential
2.1.1. Overall analysis of the F&B market
Vietnam's F&B market is indeed a very potential and lucrative industry, according to a report by
market research firm Euromonitor, F&B has had an average growth rate of 18% year-on-year
since 2014 - 2019. However, “Statista believes that in 2019, the revenue from the F&B market in
Vietnam can reach 200 billion USD, up 34.3% compared to 2018. After that, the growth rate of
the F&B industry is increasing.” (Renews.vn, 2019). This information shows that the growth rate
of the F&B industry is remarkable and shows no sign of stopping in the near future.
Vietnam is the 3rd fastest growing country in ASIA in term of food expenditure. According to
Vietnam report, F&B holds the highest proportion in Vietnamese spending expenditure,
accounting for 35% of monthly spending and 15% of country GDP, this number is still expected
to grow in the upcoming years. In 2018, total retail sales of goods in Vietnam were estimated to
be at VND 3.3 million, in which retail sales of food and beverage accounts for 12.3%. F&B
industry is forecasted to maintain its growth at 10.5% by 2020. (britchamvn,com, 2020).
According to statistics of D-Corp R-Keeper Vietnam, by the end of 2020, the country has about
540,000 food and beverage outlets, including 430,000 small wholesale stores, more than 7,000
fast food restaurants, 22,000 restaurants, coffee shop and bars, and more than 80,000 largescale Pub.

2.1.2 Overall analysis of the foreign wine market in particular

In recent years, wine has gradually become a favorite drink of many Vietnamese people,
especially businessmen, who do jobs that often interact with customers, young people with the
trend of "living in luxury". luxury" has helped wine develop its influence very quickly
According to statistics of the International Organization of Wine and Alcohol (OIV), global wine
production in 2018 is estimated at 279 hectoliters (1 hectoliter is equivalent to 100 liters),
reaching the highest mark since 2000. Especially. This is when in 2017 wine production dropped
significantly due to hot weather, erratic temperatures, frost and hail.
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As for the alcohol market in Vietnam - a country with a relatively high annual volume of alcohol
consumption, the appearance of imported wine seems to blow a new breath into the
Vietnamese wine market, which has already been protected. harmony for a long time, since
then, it has grown and grown. Therefore, imported wine gradually dominates the Vietnamese
wine market, knocking out all competitors and keeping the leading position.
Not only that, now with the appearance of many new forms of entertainment and enjoyment
associated with foreign alcohol, this wine has brought in its "nobility", "wealth". We can see
examples very clearly in our own lives, for example a luxury restaurant, expensive dishes,
glasses and the interior shimmering, red aristocratic wine, all of which exude the nobility of the
drinker. Therefore, it can be said that wine not only helps users enjoy the taste, but it also helps
users to enhance their status.
And especially for young people today, going to Bar and Pub has become a trend to relieve
stress and pressure after working days, and foreign alcohol has also been indirectly used more
when it is always a publication to express level of "playability" and a European-style lifestyle.

Figure 3: Chart of restaurant statistics across the country in 2020

Eating out is becoming an essential part of modern life due to the increasing need for
communication and meeting. According to a report by Decision Lab, in the second quarter of
2016 alone, the number of Vietnamese people (excluding children) coming to restaurants in

three main cities (HCM City, Hanoi, Da Nang) reached 340 million, equivalent to USD 1.1 billion
in revenue / quarter. With such rapid growth, we can estimate 2016 revenue of the 3 main cities
to be about USD 4.4 billion, accounting for 20% of the value of the food and non-alcoholic
beverage industry in the country ( 22 billion USD/year, 2016).
The amount of money that Vietnamese consumers spend on food and drink outside of home
depends on where they live. According to Decision Lab's statistics, the average amount spent on
a meal of a consumer in three big cities is: Ha Noi: VND 80,327, Ho Chi Minh City: VND 69,599,
Da Nang: VND 65,526. The above figures show that the average expenditure per meal of
Hanoians is the highest compared to the other two big cities. Hanoians are willing to pay more
for a meal out.

2.2. Market trend analysis

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2.2.1. The trend in consumer needs and behavior in the
PUB industry overall
•

To grasp the entertainment needs and trends of people in Vinh City area, we have
conducted a survey on 212 individuals living in this area. According to our survey, it is
easy to see that the subjects aged 18-40 who have been to and experienced at a Pub are
the most, mainly students and office workers with 64.1%.

Figure 4: Our survey – Age survey

Figure 5: Our servey - Career survey

•

Attitude:

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According to the survey data that we have collected, the frequency of people coming to
the pub twice a month is the majority. With the desire to regularly go to the pub
entertainment is to have a comfortable spirit, while others want to try another
entertainment style that is different from their everyday one. Beside, the customers are
most concerned when choosing "ZenG Pub" is the quality of services and customer care,
however, we will also prioritize aspects related to location and space so that the
customer can have a more pleasant experience in travelling as well as a relaxed, pleasant
feeling when setting foot in "ZenG Pub".

Figure 6: Our servey - Frequency of going to Pub/ month

Figure 7: Our survey – Purpose of going to Pub

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According to the survey data we have collected, the habit of choosing a drink of customers
every time they come to the Pub is an alcoholic drink because most of the customers come to
the Pub due to boredom and stress. At "ZenG Pub", customers can choose from alcoholic
beverages such as wine, beer and strong drinks. Besides, customers come to Pub with the
purpose of wanting to experience something new or want to organize a party at the Pub on
special occasions.

2.2.2. Shift in consumer perception of value why customer

like pub over bar.
Because there are also places that deal in alcoholic beverages, and nowadays, some Pubs
combine some points of bars, so these are two concepts that are often confused.

Referring to the Bar, people will immediately imagine the excitement and bustle with highvolume music that is soundproofed from the outside world. In addition, bars will often invite
singers or DJs to perform live. And Bar deals mainly directly with alcoholic beverages (strong
wine, beer ...) so here, customers must also be 18 years old or older.

As mentioned, Pub is intended for a wider range of audiences: from office workers, young
people, men, women... people have gradually gotten used to going to Pub every evening with
family, friends, partners. In addition to alcoholic beverages, Pub also serves other non-alcoholic
drinks and snacks.

2.3. Customer Segmentation
The target customers of the Pub "ZenG" target are students, university, college students, office
workers, employees of companies, businesses and freelance workers aged 15 - over 40 years old
in the center of Vinh City, Nghe An. Pub "ZenG" chooses this customer file as their target
customer for a few reasons:
Demographic Segmentation:
Pub is located in Vinh city, is the growth engine of the province, the whole region, is the most
dynamic and integrated economic region of Nghe An province.
Vinh City is the center of the North Central region in the fields of finance, commerce, tourism,
science - technology, information technology, high-tech industry, health, culture, sports,
education - training; has an advanced culture imbued with the identity of Nghe, society
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develops, the material and spiritual life of the people is increasingly improved. So, the customer
segment is students and office workers, aged 18- over 40 years old, belongs to both men and
women.

Up to now, the large streets are expanding and expanding along with the rising pace of life of a
Grade 1 urban area, Vinh City has affirmed to be one of the fast and sustainable urban areas of
the country. The average economic growth rate reached 8.63%; added value increased by
11.38%, accounting for about 24.6% of the total added value of Nghe An province; per capita
income increased from 22.2 million dong (in 2007) to 85 million dong (in 2018); 2017 budget
revenue is over 2,494 billion VND.
Geographic Segmentation:
Vinh is identified as the central urbanized North Central region in the Master Plan for Urban
Development of Vietnam to 2020. In recent years, the urbanization rate in Vinh has taken place
rapidly: the administrative boundaries are defined expanded, increased from 13 wards to 16
wards, 5 communes increased to 9 communes; the natural area of the whole city increased
from 67.53 km2 to 104.96 km2 (an increase of 1.6 times) (2019), of which the urban area
reached nearly 36 km2. The population is 339,114 people, the population density is 3,230
people/km².
Besides, In order to implement the project "Developing Vinh city into an economic and cultural
center of the North Central region" approved by the Prime Minister, from now to 2025, Vinh city
will expand its administrative boundaries. to cover an area of 250 km² with an expected
population of 800,000 - 1,000,000 people. After expansion, the area of Vinh city will include
current Vinh city and the entire area of Cua Lo town, the southern part of Nghi Loc district, the
north of Hung Nguyen district. The new city boundary will be the North is Nam Cam Street, the
West is Vinh bypass, the South is Lam River and the East is the East Sea. This will help Vinh City
have many advantages in commercial activities, services, entertainment and supply of goods, …
Pub "ZenG" is located in Vinh City, Nghe An. This place has a large population, abundant labor
force, many established offices and companies, and a concentration of many universities in the
area, which is also an attractive factor for various types of entertainment and service activities
to be opened. wide; there are 6 universities in the city (of which Vinh University is the national
key school); There are 13 colleges and many branches, and many professional high schools,
vocational training centers with an annual training scale of over 90,000 students. Therefore, we
can see, Vinh must be a place to provide good services. Because this place is a very densely
populated place, students, students, office workers, people here have a good quality of life.

Therefore, the demand for entertainment services here is especially large.

City

Population

Population
Density

230.439 (68%)

3.230

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Countryside
Total : 339.114
Table 1 Table of

108.675(32%)

Population in Vinh

2.4 Market share analysis
2.4.1. Competitor analysis
In the past, in Vietnam, only Club and Bar were popular.
But now Pub has become the choice of many people about where to gather, meet friends and
enjoy alcoholic beverages.
Nowadays, Pub is more and more popular because it is quite quiet, not too busy and suitable for

groups of friends and colleagues to experience and relieve stress during stressful working days.
Besides, the price of Pub is relatively lower than that of Bar and Club, but the quality is also very
good.
In Vietnam, with the growing economy, the demand for entertainment and relaxation is also
increasingly diversified. Since then, Pub has grown up and become closer and more popular to
customers. Therefore, with a developed place like Nghe An - Vinh City, the pub market has a lot
of potential.
Here are some Pubs comperior in Nghe An - Vinh City:
Name
Espérer Pub & Lounge

We Love - Pub & Coffee

We Pub The Coffee

Location Address

Address at 138 Nguyen Van Cu

Address at 18 An Duong
Vuong

62A Nguyen Thi
Minh Khai

Opening hours

20:00 - 12:00

08:00 - 23:00

17:00 - 01:00

Information

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Service

Prices

30,000-350,000 VND

50,000-100,000 VND

20,000-900,000 VND

Product

alcoholic and non-alcoholic
drinks, snack

alcoholic and nonalcoholic drinks, snack

alcoholic and nonalcoholic drinks,
snack, live music

alcoholic
and nonalcoholic

drinks

V

V

V

live music

X

X

V

V

X

X

V

V

V

play area
for

customers

Fast food,
snack

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Capacity (people)

Difference

Facility design style

About 80 people

About 70 people

About 90 people

serving drinks with a small play
area for customers

Mainly Serving drinks

Serve drinks , live
music and hosting
event

modern style pub with billiards

tables for guests to play

and western food

Western-style Pub with a
gloomy atmosphere

Pub style is almost
like a Bar Young, eye
catching, attractive
suitable for young
people

Parking area

V

V

V

Staff’s experience

highly skilled

highly skilled

The common ground
is not good

V

V

V

Fanpage
facebook

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Social
media

group

X

X

X

Website

V

X

X

Application

X

X

X

-

Advantage

2-storey space, the first
floor is a bar table,
The 2nd floor has a pool
table for guests to play.
Suitable as a place to
gather friends, chat, hang
out.

- quiet space
- The music of the
restaurant suits the
design style very well
- Western style drink
suitable for people who
like to drink alcohol
- Western food is suitable
for people who like fast

food

- A vibrant
destination, this is
almost a new
entertainment spot
for young people in
Vinh City.
- The shop has a
large space,
including 3 floors
with a large capacity
- The shop always
organizes live music
every day
- The service staff is
very quick and
enthusiastic.
- The drinks are
delicious, with two
very popular drinks
at the bar, mojito
and bluesky

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- The price of the restaurant is
quite high
Disadvantage

- normal drinks, not much - Customers
of an impression
complain quite a lot
about the problem
- The service of the
of booking a table
restaurant is slow
- The staff do not
- Many customers review
know how to arrange
the restaurant's cocktails
the table for the
are not good
guests properly

- The food is not overrated by
customers
- The space of the Billiards area
does not have a large enough
capacity

- Not suitable for
customers who like
chill space
Table 2 Table of The advantages and disadvantages of competitors

•

Espérer Pub & Lounge

Figure 8: Esperer Pub& Lounge
- Address at 138 Nguyen Van Cu
- The location of the Pub is on the main street of Nguyen Van Cu, easy to find. The 2-storey
space is not very large, but the design is very eye-catching and impressive. The first floor is a bar
table, the second floor has a pool table for guests to play. Suitable as a place to gather friends,
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chat, hang out. From the bartender to the staff, they are all friendly and enthusiastic. Music and
drinks have their own qualities, creating a good impression…

•

We Love - Pub & Coffee

Figure 9: We Love - Pub & Coffee
- Address at 18 An Duong Vuong
- This is a vibrant destination, a gathering place for young people in Vinh City. The restaurant has
a large space, including 3 floors. The 1st and 2nd floors are very lively, the 3rd floor has a nice
view and seems to be deeper, suitable for sitting and talking. Especially, the restaurant has the
best music in Vinh, the service staff is very quick and enthusiastic. Drinks are good.

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•

We Pub The Coffee

Figure 10: We Love - Pub & Coffee
- Address at 62A Nguyen Thi Minh Khai
- The restaurant is located in an easy to find location. The restaurant's staff are sociable and
friendly. The style of the shop is very Western. The music is also not too loud. Everyone can hear
and talk to each other normally. The shop has reasonable prices. This is a very suitable and ideal
place to sit and relax.

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2.4.2. Market Gap
Starting a new pub in Vinh is not an easy task; it requires careful observation and learning from
past founders, as well as an understanding of the opponent's strengths and shortcomings, in
order to make the best decision. We can provide the greatest experience for our consumers at
an affordable price. We have identified a few flaws that we need to address and improve.
About service and service attitude:
We have selected the criteria as well as the points that need to be overcome in order to have a
business model that is most suitable for customers in order to have the opportunity to provide
high quality service to customers based on the strengths and weaknesses of competitors in the
region as stated above.
- To begin, we will decorate the room in a Middle Eastern manner, which we believe would
appeal to Vietnamese residents. We now have three stories; however, we will split the area into
a dike that is more appropriate for Vietnamese people. According to the wishes of the client
Customers who wish to chat easily in a restaurant will go to the first story, customers who
require a quiet environment will go to the second floor, and parties will go to the third floor.
- There are also events for individuals who wish to have a good time. The pricing is the second
point to consider. Many clients prefer discount combinations and discount schemes, and we
understand that. We usually provide combos that are both newbie and loyal customer
- Moving on to food and drink, we always import new ingredients at the start of the week,
which allows us to ensure the freshness of the components while also mixing beverages and

meals for our consumers. Finally, on each floor's customer service section, we'll assign workers
to manage the tables so that customers may receive and distribute purchases swiftly without
having to wait long. Customers will have a positive experience when they receive excellent
service from workers who treat them with respect. Professionalism, civility, and respect for
consumers are some of the characteristics that will help the firm build a brand that will
encourage customers to return and prosper in the future.

2.5. Value Proposition:
A pub's core values concept is to provide adults with an alternative to a night in, somewhere fun
and exciting where they can let loose. Most of these people enjoy dancing, flirting, drinking, and
working out, but they primarily enjoy music and want to spend time with their friends. Not only
that, but ZenG wishes to foster an open environment in which people can converse, meet,
assist, and relieve life's pressures. To position the brand, ZenG focuses on the values that the

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center wishes to convey to customers in order to bring them the best and most precious
things.The value proposition that ZenG pub wants to convey to customers includes:

2.5.1. High-quality service
-

-

-

We always prioritize service quality in order to provide the best possible service to our
customers. As a result, we have always focused on building a service foundation with a
team of highly qualified staff, a professional service attitude, and fully meeting the needs

of customers since our inception.
ZenG's human resources will be carefully chosen, with strict personality and work
attitude requirements. Furthermore, before beginning to participate in the trial, the
public house staff will be thoroughly trained and will work under the strict supervision of
the pub manager to ensure the quality of service and the customer experience. client.
Customer service and after-sales service are frequently overlooked in restaurants. Taking
care of customers after they leave is critical because it allows our restaurant to collect
feedback on the quality of our products and services and creates a professional
impression on customers. Customers will feel respected and cared for, allowing the pub
to retain old customers while attracting new ones through word-of-mouth advertising.
At the same time, we regularly take care of our customers after they have used our
alcoholic beverages. It will give the client a professional impression and make them feel
respected and cared for. Furthermore, we will occasionally organize a live music show to
make customers feel new about our pub; these are the days when customers can
express themselves and make new friends.

2.5.2. Price competition
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Below is a SWOT analysis of ZenG Pub compared to some traditional Pubs and Bars in Vinh

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strengths

weaknesses

opportunity

threats

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