I.

II. Micro environment analysis:

1. Analyze the main competitors:

Liberty
Mermaid
Central La Brasserie
Restaurant – Hoàng Yến
Criteria Saigon Restaurant –
La Vela Hotel Buffet
Citypoint Nikko Hotel
Hotel
Lunch and Lunch and Lunch and Morning and
Product dinner buffet dinner buffet dinner buffet dinner buffet

Price Mid-range Premium Mid-range Premium

Van Hanh 235 Nguyen
59 Pasteur, 280 Nam Ky
Mall: 5th Van Cu,
Ben Nghe Khoi Nghia
Floor, 11 Su Nguyen Cu
Street, Street, Ward
Van Hanh, Trinh, 1, Ho
Place District 1, Ho 8, District 3,
District 10, Chi Minh
Chi Minh Ho Chi Minh
Ho Chi Minh City, Ho Chi
City, Vietnam City, Vietnam
City, Vietnam Minh City,
Vietnam
Advertising, PR,
PR, Promotional
Promotion Discount Discounting
Advertising program
program strategy

2. The substitute competitors and the alternative product:

2.1. Substitute Competitors:

Best Western Buffets is an American buffet restaurant chain with multiple locations in Ho
Chi Minh City. They offer a variety of American dishes at affordable prices in a family-
friendly atmosphere. However, the restaurant faces fierce competition, both from direct
domestic competitors and potential competitors, that offer similar dining experiences
targeting the same customer base.

* Substitute competitors

BUFFETS ADVANTAGES DISADVANTAGES

D’Maris Buffet Cantavil +Good price + Can be crowded during
+Diverse menu peak hours
+Food quality is good +The grilling area may be
+Large space smoky
+ The location is on Cong
 Hoa street so traffic is
heavy, often congested and
crowded
ICHIBAN Japanese +Good quality of food +Limited parking area
Hotpot Buffet +Open and clear space +Food quality is uneven
+Attentive service + The location is near
Hoang Van Thu so the
traffic is heavy,
Often congested and
crowded with vehicles
Yuhua - Taiwanese + Cave house space also + Small parking lot,
Buffet Hotpot quite luxurious and warm crowded must park in a
together nearby alley there and
+ Location is easy to find walk
+ Small scale
+The dishes are a bit
small and western style so
no
suitable for older people.
Chooki Buffet +Good price +Meantime
+Thoughtful service + Some opinions say that
the quality of food at
Chooki Buffet is not the
same
+ Service staff are
sometimes unprofessional,
not agile and not attentive
to customers.

2.2. Alternative Products:

Create new dishes to replace current dishes, use substitute dishes when the price is too high.
Restaurants are constantly improving and lowering costs to ensure further competitiveness.
The pressure in this industry is that there is high competition, goods and services can be
replaced by other goods and services with the same value and benefits. And Best Western
buffet package replacement products such as Family Style Ordering,....

3. Analyze the client data:

Figure 1: Population statistics by city administrative unit. Ho Chi Minh
Source: 2022 statistical yearbook of the City Statistics Department. HCM

Best Western Hotel is located in the district (194.632 people) which is a central district of
Ho Chi Minh City, Vietnam. District 1 is considered the busiest place and has the highest
living standard of the City in all aspects. From the geographical location and distribution
map of the administrative area of Ho Chi Minh City and neighboring districts with districts:
District 3 (196,320 people), District 4 (187,168 people), District 5(156,622 people), Thu
Duc (528,413 people), Binh Thanh (424,929 people).

Figure 2: Average population statistics by gender

(Source: 2022 Statistical Yearbook of Ho Chi Minh City Statistics Department)

From the average population statistics by sex and by urban and rural areas,we can see the
percentage difference in population structure between men and women, men account for
49.85%.and women account for 50.15% of the total population.

The pyramid diagram shows the percentage structure by age

From the pyramid chart, we see that at the age of 20 - 24 years old, women account for
3.6% of the total female population.And men account for 3.7% of the total yearly
population. Similarly, women from (25 - 29 years old) account for 4.2%.men account for
4.2% female. Age from 30 to 34 years old: female accounts for 4.2% and male accounts for
4.1%

*Examine customer reviews of existing buffet restaurants to understand their expectations

and pain points by :

Surveys and questionnaires: Conduct surveys or questionnaires to ask people directly about
their dining preferences. This can be done online, in person, or through social media.

Market research reports: Look for market research reports on food trends and consumer
preferences. These reports can provide valuable insights into what people are looking for in
a dining experience.
Social media analysis: Analyze social media conversations to see what people are talking
about when it comes to dining out. This can help you identify popular cuisines, dietary
trends, and value considerations.

Focus groups: Conduct focus groups to get in-depth feedback from potential customers.
This can be a great way to understand the nuances of people's dining preferences.

Analyzing online reviews: Look at online reviews of existing restaurants, especially buffets,
to see what people like and dislike.

4. Analyze the suppliers:

Establishing strong relationships with reliable suppliers is an important factor for the
success of Best Western Saigon Hotel's buffet restaurant. Below is a detailed breakdown of
the main supplier categories:

Food & Beverage Suppliers:

 Partnering with local farms and distributors can ensure access to fresh, in-
season ingredients. The restaurant directly checks the quality thoroughly and
prioritizes suppliers with certificates of food safety and hygiene.
 For some ingredients that are not available locally, the restaurant must source
them from reputable international importers.

Equipment Suppliers:

 Cooperating with companies, restaurants are provided with kitchen equipment

(oven, refrigerator) and display equipment (chafing dishes, warm lamps).
 Restaurants are looking for suppliers of furniture (tables, saddles) and dining
utensils (spoon, chopsticks, plates, sand, bowls and glasses) that are high
quality, durable, aesthetically pleasing and suitable for the frame. buffet scene.

In addition, with the development and integration of today's society, customer needs are
increasingly high. Consumers are increasingly concerned about the quality and origin of the
products and foods they consume. Then Best Western Saigon Hotel can use its trust and
loyalty to customers and this market by strongly consolidating and establishing a
cooperation network with reputable and quality suppliers to prioritize. ensure this edge
protection for users.

5. Give your forecast about the market in the 5 next years:

Positive Indicators:

 Increasing demand for high-quality, fresh, and diverse food offerings

 Growing popularity of plant-based and vegetarian options due to health and
environmental consciousness
  Consumers' willingness to pay more for a premium dining experience
 Expansion of the tourism and hospitality sectors, driving more potential
customers

Challenges:

 Rising operating costs, including labor, utilities, and food expenses

 Intense competition as more players enter the market, leading to pricing pressures
 Evolving customer preferences and the need to continuously adapt menus and
services
 Maintaining food safety and hygiene standards amid the COVID-19 pandemic

Overall Forecast:

Despite the challenges, the buffet restaurant market in Ho Chi Minh City is expected to
grow steadily in the next 5 years. The Best Western Saigon Hotel's buffet restaurant has
the potential to thrive in this environment by:

 Identifying its target market segments (e.g., tourists, long-term residents) and
tailoring its offerings to their specific preferences and price points
 Focusing on food quality, safety, and freshness as key differentiators, with an
emphasis on locally sourced, organic, and sustainably produced ingredients
 Offering unique and experiential dining options, such as live cooking stations and
specialized themed buffets, to enhance the customer experience
 Implementing cost-saving measures and technological solutions to optimize
operations and minimize food waste
 Continuously monitoring market trends and customer feedback to stay agile and
adapt to evolving preferences

=> By carefully considering these factors and implementing a strategic plan, the Best
Western Saigon Hotel's buffet restaurant can position itself for success in the growing Ho
Chi Minh City buffet market.