Lotteria Marketing - Kinh tế Chính trị Mác-Lê Nin (KTCT01) | Đại học kinh tế quốc dân NEU

lOMoAR cPSD| 44879730
NATIONAL ECONOMICS UNIVERSITY
SCHOOL OF ADVANCED EDUCATIONAL PROGRAMS
PRINCIPLES OF MARKETING
Marketing innovation plan for Lotteria Group 8:
Mai Thị Hà Anh – 11200174 Vũ Ngọc Bích – 11200524
Nguyễn Quỳnh Chi – 11200610
Hoàng Đàm Hạnh Dương – 11200950
Trương Ngọc Huyền – 11205561 Class: Advanced Finance 62B Lecturer:
Le Thi My Linh, Assoc.Prof.Dr. Words count 5,366 Hanoi - 11/2022 TABLE OF CONTENT
I.SITUATION ANALYSIS...................................................................................................................3
1. COMPANY DESCRIPTION.....................................................................................................3
2. PRODUCT DESCRIPTION......................................................................................................3 1 lOMoAR cPSD| 44879730
II. MARKETING ENVIRONMENTS..................................................................................................4 1.
MICRO-ENVIRONMENT........................................................................................................4 1.1.
The Company......................................................................................................................4 1.2.
Suppliers.............................................................................................................................5
1.3. Publics.................................................................................................................................5
1.4. Customers...........................................................................................................................5 1.5.
Competitors.........................................................................................................................6 1.6.
Marketing Intermediaries....................................................................................................7 2.
MACRO-ENVIRONMENT.......................................................................................................7
2.1. Demographic:......................................................................................................................7 2.2.
Economic:...........................................................................................................................8 2.3.
Natural environment:..........................................................................................................8 2.4.
Technological......................................................................................................................8 2.5.
Political...............................................................................................................................9 2.6.
Cultural...............................................................................................................................9
III. UNIQUE SELLING POINT.........................................................................................................10
IV. SWOT ENTERNAL ANALYSIS..................................................................................................11
V. STP..................................................................................................................................................1 2
1. Targeting...................................................................................................................................16
2. Positioning................................................................................................................................17 VI. MARKETING MIX
STRATEGY................................................................................................19REFERENCES..........
..........................................................................................................................21
INTERVIEW TRANSCRIPT..............................................................................................................22 2 lOMoAR cPSD| 44879730 I.SITUATION ANALYSIS 1. COMPANY DESCRIPTION
In order to provide customers with products and services that
would support globalization and diversification, Lotte Co. was founded
in Japan in June 1948. (Lotte Co. Ltd. 2012). In order to provide its
customers with a contemporary food industry and a high-standard
lifestyle, Lotte Co. Ltd. founded the Lotte Group in 1967. (Lotte Group
2012). With operations in over 50 countries, a variety of business areas, and over 4,700 workers,
Lotte has become an international company (Lotte Co. Ltd. 2012). The food and beverage
industry, which is the Lotte Group's core expertise, has had sustained expansion in the
international market, particularly in Japan, China, Russia, and Vietnam. Lotte made 522.0 billion
in revenue overall in 2011. (2012) Lotte Co. Ltd.
Lotte entered the Vietnamese market with food and beverages as their specialization.
Lotte did not enter the Vietnamese market until December 2008, when the first Lotte Mart
opened in Ho Chi Minh City. Lotteria, together with KFC, is the main player in the Vietnamese
fast-food franchising sector (Tuoi Tre 2012). Lotte's goal is to provide high-quality services and
commodities that enrich their customers' lives through creativity discovery and challenge confronting 2. PRODUCT DESCRIPTION
Lotte joined the Vietnamese market as a specialist in food and drink.
The first Lotte Mart opened in Ho Chi Minh City in December 2008,
marking Lotte's entry into the Vietnamese market. The dominant
player in the Vietnamese fast-food franchising market is Lotteria,
along with KFC (Tuoi Tre 2012). The mission of
Lotte is to offer premium goods and services that improve the lives
of their clients through exploration, challenge, and creativity.
Due to the economy's rapid growth and consumers' busy daily schedules, quick and
affordable meals are becoming popular. Numerous fast-food chains have entered the developing
Vietnamese market in response to this expanding demand, giving consumers more dining
options. Customers can purchase products from them for affordable prices and with a lot of 3 lOMoAR cPSD| 44879730
availability. The two biggest fast-food franchises in Vietnam today are KFC and Lotteria, each
of which has more than 250 locations around the nation (Tuoi Tre News 2012)
Despite having a large selection of fast food items, the franchise's specialty—the
hamburger—remains Lotteria's core focus in Vietnam. But because popular hamburger brand
Burger King only recently entered the market, Lotteria has decided to launch a marketing
campaign to strengthen and maintain Lotteria's position. II. MARKETING ENVIRONMENTS
There are a number of factors that directly or indirectly affect how Lotteria's marketing is
managed; they aid the business in establishing and preserving strong bonds with its target clients.
To give an example, the marketing environment is made up of the macro environment and the micro environment. 1. MICRO-ENVIRONMENT 1.1. The Company
According to Lotte (2012), Lotteria was a component in the Lotte Group's growth.
Additionally, Lotteria has opened 117 branches nationwide since its launch in 1998, with
roughly 50 of them in Ho Chi Minh City (Lotte 2012). In order to raise consumers' living
standards, Lotte Group is a powerful firm with effective management and commercial plans.
The senior management, finance, R&D, buy operations, and accounting departments of the Lotte
Group can all have an effect on marketing. The manufacturing team can plan to develop items
that are appropriate, preventing potential customers from switching to competitors' products, for 4 lOMoAR cPSD| 44879730
instance, while the finance department can manage the marketing budget. Furthermore, given
that Lotteria's customer base has expanded quickly in recent years, the marketing division helps
to build and maintain solid ties with them. Its client, Lotteria, has expanded significantly in recent years. 1.2. Suppliers
In the company's customer value system, suppliers are crucial. The producers of beverages
(Pepsi, Vinamilk), chicken farmers, and vegetable growers are among Lotteria's suppliers.
Additionally, managing the partnership with them can support the delivery of highquality goods
and services. Marketing managers must keep an eye on price trends as well as supply availability
and forge long-term partnerships with suppliers because rising supply prices may have an effect
on marketing and sales volume. 1.3. Publics
Media Public: Advertisements for lotteries in publications, on television, and in the
media. They generate public opinion, shape it, and are a great way to raise consumer awareness.
Internal Public: They work for Lotteria. Their compensation will be determined by how
well they perform at work. They may serve as public opinion leaders, shaping attitudes about
Lotteria's workplace and its goods and services, building the company's brand in the process.
Therefore, Lotteria ought to offer a comfortable working atmosphere.
General Public: Customer reviews are always gathered in order to understand public
sentiment. Because a product or activity's reputation and sales may be impacted by the general
public's attitudes and behaviors toward it. 1.4. Customers
Any marketing strategy should aim to understand and satisfy the needs of the target
market. Lotteria can raise the company's long-term objective by increasing customer happiness
by taking their relevance into account. Lotteria runs the risk of losing clients to formidable rivals
if they do not cultivate customer loyalty and satisfaction. Lotteria has a sizable clientele, which consists of:
Customer Markets: Teenagers and young adults who like fast food and the flavor of
Korean cuisine are Lotteria's primary target market. Since they are the ones that directly profit 5 lOMoAR cPSD| 44879730
the business by utilizing our goods and services, Lotteria should always be mindful of their
requirements and offer the highest quality goods and services.
International Customers: Lotteria has more than 140 locations in Southeast Asia, and as
a result, they serve clients from all over the world. The scale of the global marketplaces
illustrates the company's high capacity for market penetration. 1.5. Competitors
Vietnam is a developing nation with a youthful population, making it a viable market
for the fast food business. Nowadays, finding a nice restaurant is prioritized over saving time.
As a result of the proliferation of fast food chains created to satisfy consumer demand, the fast
food market in Vietnam is extremely competitive. Direct Competitors:
KFC is Lotteria's primary rival in Vietnam. Chicken meals, hamburgers, and snacks make up
the bulk of KFC's offerings. There are about 100 stores
opening in major cities, and KFC presently dominates the fast
food industry in Vietnam with a market share of more than 60%. It might affect them.
Other direct competitors: In terms of selling
burgers, Jollibee Burger King and Carl's Jr., Burger King,
which entered the Vietnam market in 2012, would soon
compete fiercely with Lotteria.
Indirect Competitors: They are the companies that help a company market, sell, or make
a good or service available. The stores of Lotteria instantly satisfy their clients' wants and
requirements with goods and services. Marketing service providers help with market research,
strategy formulation, and the production of promotional materials to build a brand and
strengthen the connection between the product and its present customers. Additionally, physical
distribution companies are transportation companies that help with the daily delivery of supplies
for Lotteria businesses while preserving the quality of the food and other supplies along the way.
They work together with Lotteria as partners to deliver the greatest goods and services to clients,
so Lotteria should work with these intermediaries to establish shared values both with customers and among themselves. 6 lOMoAR cPSD| 44879730 1.6.
Marketing Intermediaries
They are the companies that help a firm promote, market, or make a product or service
available. Lotteria enterprises responded quickly to their clients' wants and aspirations by
providing their products and services. Marketing service businesses help with market research,
marketing strategy development, and promotional material execution in order to brand products
and improve customer loyalty. Furthermore, physical distribution firms are transportation
organizations that provide Lotteria stores with daily material deliveries while assuring the
quality of food and other supplies along the route. They collaborate as partners with Lotteria to
provide clients with the best products and services possible. Therefore, Lotteria should
collaborate with these intermediary organizations in order to give additional values to both the customers and to one another. 3. MACRO-ENVIRONMENT 3.1. Demographic:
The CIA World Factbook estimates that as of July 2012, there were about 91 million
people living in Vietnam (CIA 2012). Vietnam is thought to have a young population because
there are more than 40% of workers there (Tong Cuc Thong Ke 2012). Every day, Vietnamese
consumers' purchasing power increases, accelerating every industry's rapid expansion.
Additionally, the statistical reach of the Internet has increased, with the majority of the domains
coming from Generations Z and Y. (Cimigo NetCitizens 2012). Through a very active and well-
used channel, Lotteria may now send messages more economically.
More than 26 million people, or almost the population of Texas, lived in urban areas in
2009. (Tong Cuc Thong Ke 2012). Additionally, there is a growing tendency of people relocating 7 lOMoAR cPSD| 44879730
from rural to urban locations. As a result, economic hubs in Vietnam are growing, particularly
in Hanoi and Ho Chi Minh City. The demand is rapidly increasing as more people choose to live in large cities. 3.2. Economic:
The GDP of Vietnam reached 1,300 USD per person in 2011. (Tuoi Tre 2011). Compared
to 2010, there was an increase of 5.89% in that figure (VnExpress 2011). Accordingly, given the
high level of societal consumption, there are prospects for corporate growth.
At the time, consumers' shopping habits are more centered on quick products, emphasizing
convenience and ease of use (VnEconomy 2009). Due to the importance of preserving their
health, consumers are more conscious of their eating habits (Viet Bao 2006). Lotteria has an
early-mover edge in the fast-food sector by providing Western dishes with an Asian flavor. 3.3. Natural environment:
The environment in Vietnam is also badly polluted. An estimated 120,000 to 150,000
hectares of forest are lost each year (Lan Huong, 2008). Despite the positives, Vietnam's
economic progress is also placing a lot of strain on the environment (The World Bank 2011).
Additionally, there is a lot of air pollution due to the rise in the number of automobiles on the
road. Businesses must have a respectful attitude toward the environment if they want to succeed
in the Vietnamese market. Lotteria uses cardboard food packaging, wax paper burger packaging,
and other materials at the moment. However, Lotteria continues to utilize plastic bags for takeout
food, harming the environment. Lotteria ought to adjust this in light of its popularity and the
volume of takeout orders. If Lotteria does not fix this, it will harm their reputation as a brand. (Lotte 2012). 3.4. Technological
Nowadays, more and more people, particularly in cities, have access to the Internet.
Cimigo (2012) estimates that there were about 35 million Internet users in 2011. In 2011, there
were 58% of all cities with Internet access (Cimigo NetCitizens 2012). There are chances for
corporate development due to the quick development of information gadgets and
communication services. Lotteria has seized this chance and introduced numerous
communication platforms, like Facebook, Instagram, etc. These methods of communication are
widely used, making it simple for customers to access special offers, updated menus, and — 8 lOMoAR cPSD| 44879730
most importantly—24-hour Lotteria's ordering online from the comfort of their own homes.
Lotteria uses cutting-edge and successful marketing techniques. Nevertheless, there are still a
few response issues with the website, but Lotteria will soon fix these issues. 3.5. Political
Since ithe icountry ihas ijoined iWTO iin i2007, iVietnamese igovernment iis imore iopened ito
iforeign iinvestment i(WTO i2012). iThe imarket ialso iopens ito idifferent ibrands ifrom ioverseas iand
itherefore iit iis iconsidered ian iopportunity ifor iLotteria ito iexpand iits imarket iin iVietnam. 3.6. Cultural
People in Vietnam place a great value on culture, which is impacted by a person's social
rank, financial circumstances, and, most importantly, the items that person owns, purchases, or
consumes. As life becomes increasingly hectic, one of the latest fads among young people is fast food.
The dominating Korean way of life influences the young Vietnamese generation as well.
Lotteria's popularity among clients is anticipated to grow given that it is a Korean brand. III. UNIQUE SELLING POINT
This kimchi fast food chain's combos (packages of things like as meals and
beverages together) are also extremely diverse in order to meet various market demands.
By doing so, Lotteria can easily attract customers in Vietnam market considering their
advantages and experiences in not only Asia but also global.
Product uniqueness has always been the number one goal for Lotteria to make a
standpoint in Vietnamese customer's habit.
Lotteria is implanting the product diversification strategy to attract the widest range of
Vietnamese from the starting days of introducing to the market. This has established Lotteria
brand image as easily accessible and welcoming to all citizens, which bring Lotteria a big amount of loyal customers.
The origin experienced of Lotteria in Korea has also helped the company to make
a statement in Vietnam. 9 lOMoAR cPSD| 44879730
Considering the hype Vietnamese youth has for Korean culture, Lotteria has taken this
to their advantage to penetrate the market. However, the company also keep a respective
approach to the market that they are in by having Vietnamese flag up at all branches.
In addition, customer service has always been set as a priority for Lotteria.
The target customers for Lotteria has always been youth and family, with this Lotteria has the
decoration and the welcoming vibe that children and teenagers would love. Stepping into any
franchise, customers would feel at home while having good food. Lotteria provides customers
a sense of love and loyalty, which would attract more and more customers.
Besides giving the customers a welcoming feeling, Lotteria also provides every need of the
customers, whether they want food, tissue, additional dressing, etc... The services process of
Lotteria is not only fast, convenient, but also fullfilling. . IV. SWOT ENTERNAL ANALYSIS Strength Weakness
Vietnamese consumers' palates are
Customers must periodically wait for
similar to those on Lotteria's menu, making their orders at Lotteria, although it is a
adaptation to the meal straightforward. fastfood restaurant. As a consequence,
Lotteria's dominance in the market is aided by Lotteria's service should be improved to make
the fact that there are stores in almost every it more efficient and easy.
major city across the country.
Although hamburgers are Lotteria's main
Lotteria draws a diverse variety of target menu item, there is little advertising for them.
industries and has a sizable market share due Lotteria must therefore develop ongoing,
to its inexpensive pricing, which is lower than long-term marketing strategies for the burger that of its competitors. product category.
Lotteria maintains a high degree of food
safety and hygiene, which provides clients the
impression that the service and product is ecologically friendly.
Lotteria makes things easier for clients by offering home delivery 10 lOMoAR cPSD| 44879730 1 lOMoAR cPSD| 44879730 2
Downloaded by H? Th? Thu Trang (tranght942@gmail.com) lOMoAR cPSD| 44879730 young folks search for high-quality products at reasonable prices. - Because they are busy with drawn to work and Korean goods school, they and services, could look get-togethers. including for handy children. - Because they food. services like are busy at - Furthermore, - fast food and To enjoy work, they they would be themselves home could look for attracted by a with friends, delivery. handy services vibrant they also seek like fast meals environment. - They might out large come across and home spaces and a warm and delivery. crowded quick service environments. establishmen t when engaging with friends and family as well as when they are hanging out alone. User status First-time users
Regular users who Regular users Individuals who who are typically are open to trying who are frequently use fast-
accompanied by new goods and are accustomed to food services and their parents, fed
already familiar and find using find them 3 Downloaded by H? Th? Thu Trang (tranght942@gmail.com) lOMoAR cPSD| 44879730 new foods, and convenient. Non- encouraged to try
fast-food services users: Despite not new things. They
convenient; they eating fast food may eventually with fast food
are also willing to themselves, they become devoted services.
check out the new may still purchase it patrons who are products. for their family or familiar with and children. adore our brand. Loyalty
Due to the appropriate flavor and excellent service, most of them are familiar with Status and remain loyal to Lotteria. - Positivity regarding discounts and special Positivity offers. regarding - positive discounts and Positive outlook on special offers. - Favorable outlook on the menu's Positive outlook attitude about Korean food change. on the menu's the kids' menu. and culture - Various change. Attitude toward (musi c, - Although people may product Possibly service). hesitant to taste have apathetic to the unfamiliar Positivity different western meal meal, curiosity regarding opinions on customs, still exists. discounts and fast food although special offers. services and occasionally the fusion of willing to Western employ eating culture and Korean cuisine. 4
Downloaded by H? Th? Thu Trang (tranght942@gmail.com) lOMoAR cPSD| 44879730 1. Targeting a.Targeting
Based ion ithe isegmentation itable iabove, iLottetia iis icurrently
Variables itargeting ivarious isegments ithat iare iaged iunder i35.
Vietnam has ia irelatively ihigh ipopulation idensity, iparticularly iin
ithe ilarger icities ilike iHo iChi iMinh, iHa iNoi, iDa iNang, ietc. iPeople
iwho ilive iin ithese iplaces itypically ihave ibusy ischedules; ias ia iresult,
ithey irarely ihave itime ifor ileisurely imeals iand imuch iprefer
Segment size and growth
ifast ifood. iVietnamese icitizens iare ilikely ito ibe iactive iand iopen-
minded ibecause ibig icities ithere iwelcome imany idifferent
iinternational icultures. iAdditionally, ibecause iVietnamese ipeople
itend ito ibe iinterested iin iforeign ibrands, ia iKorean ifood ibrand ilike
iLotteria iwill ihave ia igreat iopportunity ito iattract iattention.
Market icompetitors iinclude iKFC, iJolibee, iPizza iHut, iDominos
iPizza, iand imany iothers. iIn iaddition, iVietnam iInvestment iReview
i(2012) inoted ithat iKFC iis iLotteria's iprimary irival iin ithe ifast ifood
iindustry, iholding i60% iof ithe imarket ifor ifried ichicken iacross iits i125
ioutlets inationwide. iBut iLotteria iis ibest iknown ifor iits iburgers,
Structural iwhich iaccount ifor iup ito i60–70% iof ithe imarket. attractiveness
Additionally, isubstitute igoods icome iin ia ivariety iof iforms, isuch
istreet isnacks, iwhich iconsumers ican iuse ito iget iquick, iinexpensive
ifood ithat iis isimple ito ifind ion ithe istreets. iHowever, ithe iKorean
iwaves ihave ihad ia isignificant iimpact ion iVietnam's iyouth, iand ias ia
iresult, iLotteria iare ibetter iequipped ito igrow itheir businesses.
b. Profile of target markets:
Vietnamese urban regions are quite densely inhabited, with a total population of
27,888,200 and an annual growth rate of 10,3%, according to the General Statistics Office of Vietnam (2010).
Despite the fact that the majority of the country is the fast food industry's target market.
Urban and wealthy communities will be targeted more since fast food is thought to be slightly
more expensive. People in these areas could be single, divorced, married with or without 5 Downloaded by H? Th? Thu Trang (tranght942@gmail.com) lOMoAR cPSD| 44879730
children, and they would probably have high-paying jobs. The fast food sector is international,
so all nationalities will be taken into consideration.
Due to the energetic and contemporary nature of these target groups, fast food will appeal
to people who are juggling job and school. Additionally, gregarious and open-minded individuals
would make wonderful targets. When families gather together or when busy people who spend
their time working and studying want to grab something convenient, like fast food and home
delivery, a lotteria would be a fantastic option. Lotteria, according to ProGuide (2011), would
be a strong rival in terms of supplying unique cuisines to adventurous Vietnamese clients who
appreciate trying new things, as well as exclusive bargains and discounts. c. Targeting strategy:
Lotteries provide a diverse assortment of foods with diverse tastes and flavors, such as
burgers, chicken, rice, salads, milkshakes, and other delectable treats. A differentiated marketing
approach is characterized as having a wide range of commodities that aim to suit the needs of
many market groups at the same time (Kotler et al. 2009). 4. Positioning
a. Competitive advantages
Lotteria can easily be differentiated from competitors in the industry amongst three different criteria. •
Product differentiation: Considering its origin, Lotteria is a Korean fast food
franchise. Having its start in an Asian country, it came no surprise that Lotteria can develop
recipes which are suitable and curated to the Asian taste for food. A prime example can be seen
in the Vietnamese market, Lotteria products are widely loved by Vietnamese customers. •
Service differentiation: Lotteria branches are scattered in all across Vietnam,
especially at the intersection, high-profile street or in the shopping mall. This attracts not only
new and curious customers but also provide conveniency for old and loyal customers. In
addition, Lotteria also provides 24/7 at home delivery services, which provide customers’ every
need regarding whether they are outdoor or at home. •
Image differentiation: In recent years, the youth in Vietnam are becoming more and
more interested in Korean culture. Having these advantages, Lotteria develops its brand image
similarly to the market interest. 6
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b. Overall positioning strategy Price More The same Less More More for more More for the same More for less
Benefits The same The same for less Less Less for much less c.Positioning Map VI. MARKETING MIX STRATEGY Recommendation 1.
Existing Product Recommendation a. Marketing Channel:
Vietnam is developing in a rapid speed with increasingly amount of rural area being
urbanized, Lotteria should take advantage of the opportunities to open more franchises. The
more franchises Lotteria has available, the more convenient the customers would be; thus, the
profit would be higher. However, they should consider the amount and location of the branch.
Although the new branch can provide more profit, it could also possibly be a bad move for the company. b.
Marketing Intermediaries: 7 Downloaded by H? Th? Thu Trang (tranght942@gmail.com) lOMoAR cPSD| 44879730
Lotteria has always been aiming for conveniency while having a massive number of
customers. They need to support their sustainability and ability to provide their customers
need. A new and innovative production chain should regularly be put into the supply chain. 2.
New product recommendation
Self-service has always been a tradition of Lotteria. Being put into practice
for over a decade, we can analyze that customers are fully aquainted to this kind of service
and would rarely meets any difficulties.
The best innovation suggested would be to get robotics into the service process.
Customers would order from a machine with AI (Artificial Intelligence) technology. Not only
can the robotics innovation take orders faster but also can give out instant recommendations
based on the number of customers.
AI can also detect exactly the stock and quality of the food. This can make sure no
food can be gone to waste or gone bad, which can sustain the product quality of Lotteria.
In addition, as we can all see from the Covid-19 pandemic, many businesses had to
shut down due to no physical contact allowed. However, if at the time, a fully operating
business run by robots and AI, customers would be able to enjoy fast food while still
protecting their health. Robots would replace the employees, which would cut the resource
cost down to almost a minimum.
However, a full reliance on only robots to run a franchise is risky to any company.
Supervisory staff should always be at the branch, in case of robotic malfunction, customers’ emergency, etc... REFERENCES
General Statistics Office 2010, “Average urban population by province”, viewed 23 November 2012,
http://www.gso.gov.vn/default_en.aspx?
tabid=467&idmid=3&ItemID=12936
Kotler, P, Armstrong, G, Ang, S, Leong, S & Tan, C 2009, ‘Principles of Marketing: A global
perspective’, 12th edn, Prentice Hall, Pearson Education, South Asia. 8
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ProGuide 2011, “Nha hang thuc an nhanh Lotteria”, 25 November, viewed 23 November 2012,
Vietnam Investment Review 2012, “Youth swallow up fast food”, 31 October, viewed 23 November 2012, 9 Downloaded by H? Th? Thu Trang (tranght942@gmail.com) lOMoAR cPSD| 44879730 INTERVIEW TRANSCRIPT
for the case study of Lotteria (in Vietnamese)
Ngọc Huyền: Em chào anh ạ, em là Ngọc Huyền đến từ Đại học Kinh tế Quốc dân. Cảm
ơn anh Thắng đã nhận lời mời phỏng vấn. Như mình đã có trao đổi, trong cuộc phỏng vấn
này mình sẽ cùng giải đáp vài câu hỏi. Anh có thể giới thiệu đôi chút về bản thân mình được không?
Minh Thắng: Mình là Minh Thắng, hiện tại mình đang làm việc ở vị trí Quản lý của hàng
Lotteria – chi nhánh Cầu Giấy.
Ngọc Huyền: Mình cùng đi vào câu hỏi đầu tiên nhé ạ. Điều gì đã khiến anh lựa chọn Lotteria?
Minh Thắng: Mình nhận thấy Lotteria là một fast food franchise với độ phủ sóng rất cao
ở lẫn trong nước và quốc tế. Với việc làm ở vị trí Quản lý cửa hàng, mình được bước đầu tiếp
cận với không chỉ là công tác quản lý chuyên nghiệp với cường độ công việc làm rất nhanh
mà còn về cách vận hành của một nhãn hàng franchise.
Ngọc Huyền: Thưa anh, nhìn chung Lotteria mong muốn được đưa cho khách hàng trải
nghiệm gì khi đến các chi nhánh ạ?
Minh Thắng: GIá trị và trải nghiệm cốt lõi mà Lotteria muốn mang đến với khách hàng
đương nhiên đứng đầu sẽ phải là đồ ăn ngon. Nhưng bên cạnh đó có những giá trị hữu hình
và vô hình mà Lotteria muốn đưa tới người dùng. Về giá trị hữu hình, đầu chính là khách
hàng trải nghiệm thương hiệu toàn cầu nổi tiếng mang tên Lotteria. Bên cạnh đó, thiết kế bao
bì của Lotteria luôn hiện đại, tiện dụng, thân thiện với môi trường và quang trọng là có điểm
nhấn bắt mắt là logo Lotteria. Về giá trị vô hình chính là dịch vụ của tất cả các Chi nhánh
Lotteria. Từ khi bước vào chi nhánh, khách hàng đã có thể cảm nhận được sự tích cực bằng
câu chào “Welcome to Lottia” của toàn bộ nhân viên. Dịch vụ phục vụ ở Lottia luôn hoạt
động với tốc độ rất nhanh nhưng cũng không thiếu sự quan tâm tới khách hàng (dù là self
service, nhân viên luôn chủ động hỗ trợ khi khách hàng có nhu cầu đặt thêm). Và quan trọng
hơn hết, nếu khách hàng có bất kì thắc mắc, câu hỏi hay nhu cầu nào khi không ở chi nhánh,
họ sẽ được phục vụ bởi dịch vụ chăm sóc khách hàng hoạt động 24/7. Như bạn có thể thấy,
Lotteria mang đến cho khách hàng giá trị về trải nghiệm về đa dạng các mặt.
Ngọc Huyền: Em có nhận thấy Lotteria hiện có rất nhiều chi nhánh trên toàn quốc, đây
có phải một cách để Lotteria xây dựng thương hiệu không ạ? 10
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