Formulating brand strategy for Cay dua restaurant
Abstract
Purpose of this study is focused on formulating branding strategy for Cay Dua restaurant. The restaurant is located in Soc Trang city – Soc Trang province, it serves mainly Mam pot which is a specialty and traditional food of Vietnam cuisine in general and particular in Mekong Delta cuisine. To build an efficient branding, Cay Dua restaurant should find out the current challenges which could come from inside factors of restaurant or from the market and the ways to communicate with its consumers. To know what exactly factors affect on Cay Dua restaurant, two focus groups and one in – depth interview were conducted to collect the information which was the opinions, behaviors, perceptions of local consumers, travelers, the history of restaurant, its target consumers, the expectation, and style in running the business of Cay Dua managers. The research showed that four main inside factors were affected on consumer making decision as quality of food, quality of service, restaurant’s space and price. Moreover, the outside factor came from local competitors, the more restaurants were established in Soc Trang city, and the fewer consumers came to Cay Dua restaurant. Besides that, the ways to communicate with traveler are word – of – mouth, Website or online advertising. As a result, Cay Dua restaurant might have a strategy to attract consumers select this restaurant instead of other restaurants. Careful analysis of the inside and outside factors, the study suggested the marketing strategy which mainly focuses on brand building process.