, INDEX
Section 1. Introduction............................................................................................................1
Section 2. Market and Competitors Analysis............................................................................1
2.1. Market Analysis and Competitor Analysis.....................................................................1
2.1.1. Market Analysis.....................................................................................................1
2.1.1.1. Market Situation.............................................................................................1
2.1.1.2. Composition................................................................................................2
2.1.1.3. Location..........................................................................................................3
2.1.1.4. Trends.............................................................................................................4
2.1.2. Competitor Analysis...............................................................................................4
Section 3. Target Customer analysis and Positioning strategy..................................................6
3.1. Target Customer analysis..............................................................................................6
3.1.1. Demographic.........................................................................................................6
3.1.2. Geographic............................................................................................................6
3.1.3. Behavioral..............................................................................................................6
3.1.4. Psychological.........................................................................................................7
3.2. Positioning strategy......................................................................................................7
3.2.1. Image difference....................................................................................................7
3.2.2. Service difference..................................................................................................8
3.2.3. Message difference................................................................................................8
3.3. Positioning map............................................................................................................9
Section 4. Analyze the Marketing Mix strategy......................................................................11
4.1. Product.......................................................................................................................11
...............................................................................................................................................1
1
, 4.1.1. X’s facilitating supplement including information, order taking, billing and
payment........................................................................................................................12
4.1.1.1. Information...................................................................................................12
4.1.1.2. Order taking..................................................................................................12
4.1.1.3. Billing.........................................................................................................13
4.1.1.4. Payment........................................................................................................13
4.1.2. X’s enhancing supplement including consultation, hospitality,
safekeeping and exceptions...........................................................................................13
4.1.2.1. Consultation..................................................................................................13
4.1.2.2. Hospitality.....................................................................................................13
4.1.2.3. Safekeeping..................................................................................................14
4.1.2.4. Exceptions.....................................................................................................14
4.1.3. How did X innovate their service?........................................................................14
4.2. Distribution.................................................................................................................15
4.2.1. Distribution options for serving customers...........................................................15
4.2.2. Channel preference: For X’s target audience, convenience is a key driver of
channel choice...............................................................................................................15
4.3. Price............................................................................................................................15
4.3.1. X uses competition – based pricing strategy.........................................................16
4.3.2. Related Moneytary cost.......................................................................................16
4.3.3. Activity – based cost.............................................................................................16
4.3.4. Key categories of rate fences................................................................................17
4.4. Promotion...................................................................................................................18
4.4.1. Target Audience...................................................................................................18
4.4.2. Specifying Communication Objectives..................................................................18
4.4.3. The marketing communication mix:.....................................................................18
, 4.4.3.1. Service delivery channels..............................................................................18
4.4.3.2. Traditional marketing channels.....................................................................20
4.4.3.3. Internet:........................................................................................................26
4.4.3.4. Outside the Organization..............................................................................29
4.5. Process.......................................................................................................................32
4.5.1. Flowcharting customer service processes.............................................................32
4.5.2. Developing a Blueprint:........................................................................................32
4.5.2.1. Step 1: User enters X app..............................................................................32
4.5.2.2. Step 2: Selects the favorite milktea flavour...................................................33
4.5.2.3. Step 3: Add items to cart...............................................................................33
4.5.2.4. Step 4: Pay and order online.........................................................................33
4.5.2.5. Step 5: Food preparation and delivery...........................................................33
4.6. Physical Evidence........................................................................................................33
4.6.1. Ambient Conditions..............................................................................................33
...............................................................................................................................................3
4
4.6.2. Space/Function....................................................................................................34
4.6.3. Signs, Symbols, Artifacts......................................................................................36
4.6.4. Evaluation and recommend.................................................................................37
4.7. People management...................................................................................................37
4.7.1. Hire the Right people...........................................................................................37
4.7.2. Enable X’s people.................................................................................................38
4.7.2.1. Building high performance service delivery teams.........................................38
4.7.2.2. Empower the Front Line................................................................................38
4.7.2.3. Extensive Training on....................................................................................38
4.7.3. Motivate and Energize X’s people........................................................................39
,Section 5. Evaluation and Recommendation..........................................................................40
5.1. Product.......................................................................................................................40
5.2. Price...........................................................................................................................40
5.3. Distribution.................................................................................................................41
5.4. Promotion...................................................................................................................41
5.5. Process.......................................................................................................................41
5.6. Physical evidence........................................................................................................41
5.7. People........................................................................................................................41
, LIST OF FIGURES
Figure 2. 1 Food delivery user trend (Source: Q&Me)....................................................................2
Figure 2. 2 Food application penetration Vietnam (Source: Q&Me)..............................................2
Figure 2. 3 Location based food delivery service (Source: Q&Me).................................................3
Figure 2. 4 Changing in app delivery usage (Source: Q&Me)..........................................................4
Y
Figure 3. 1 Positioning Map.............................................................................................................9
Figure 3. 2 Positioning Map...........................................................................................................10
Figure 4. 1 Depicting the Service offering for X food delivery.......................................................11
Figure 4. 2 X customized their menu information.........................................................................12
Figure 4. 3 X special gift for women's order..................................................................................13
Figure 4. 4 X's hospitality service...................................................................................................14
Figure 4. 5 X's friendly envvironment plastic food box................................................................15
Figure 4. 6 X's service outlets........................................................................................................19
Figure 4. 7 X's rider are trained to speak English..........................................................................19
Figure 4. 8 X's outdoor billboards..................................................................................................22
Figure 4. 9 X’s exteriors of bicycles................................................................................................23
Figure 4. 10 X's poster on Facebook about Vlive event................................................................23
Figure 4. 11 X Gourmet's exclusive items......................................................................................24
Figure 4. 12 X’s booth at VLive event............................................................................................24
Figure 4. 13 X sales promotion for customers...............................................................................25
Figure 4. 14 X's sales promotion for employees............................................................................26
Figure 4. 15 X's website interface..................................................................................................27
Figure 4. 16 X application interface on Smartphone.....................................................................27
Figure 4. 17 X application interface for the "Ngọt" collection......................................................28
Figure 4. 18 X’s iphone case publication.......................................................................................30
Figure 4. 19 X’s lunch box and eye mask publication...................................................................31
Figure 4. 20 X's sticker publication................................................................................................31
,Figure 4. 21 Brand image of a funny cat and delivery man..........................................................34
Figure 4. 22 X's discount code.......................................................................................................35
Figure 4. 23 X’s call to action sentences........................................................................................36
Figure 4. 24 X’s first-aid instructions.............................................................................................39
Figure 5. 1 X should extend to medium cities...............................................................................40
, LIST OF TABLE
Table 2. 1 X’s Competitor analysis...................................................................................................5
,Section 1. Introduction
Following the successful acquisition of the Vietnammm.com online food ordering
application earlier this year, X officially entered the Vietnamese market and covered services in
Ho Chi Minh City in June 2023, after more than a month of testing this application on several
central areas in the same area.
According to its mission, X arrives to Vietnam with the goal of "helping people eat healthily
anytime and everywhere" with only a few easy actions done on the X app: Choose food, locate
the nearest shop, and place your order. Your favorite meals will be delivered swiftly and at a
very cheap price.
This report will analyze the Food Delivery market in Vietnam and then compare X with
other competitors like Now, Grabfood, Gofood. In the next section, we analyze X target
customer and focus on their purchase stage behaviours and positioning strategy of X.
The objective of this report is to analyze deeply into the 7P strategy of X food delivery
service, thereby proposing suitable recommendations and solutions for X to develop strongly
and sustainable in Vietnam.
Section 2. Market and Competitors Analysis
2.1. Market Analysis and Competitor Analysis
2.1.1. Market Analysis
2.1.1.1. Market Situation
The food delivery app has improved the ease of the lifestyle while also encouraging Vietnamese
to stay at home to protect themselves from COVID - 19. These applications have been the most
popular way for most urban Vietnamese to make their life simpler. Size: According to Q&Me
Food Delivery Demand increased after COVID - 19 Report, 75 percent had ultilized food delivery
services, with 24 percent being new users who began using food delivery services for the first
time as a result of COVID – 19.
1
, Figure 2. 1 Food delivery user trend (Source: Q&Me)
2.1.1.2. Composition
According to Q&Me Food Delivery Popularity in Vietnam 2024, the proportion of users who
have ordered food/drink accounted for 51%. Popular apps in the market include Grab food,
Now, X & Gojek. Grad Food or Now are the two most popular apps.
Figure 2. 2 Food application penetration Vietnam (Source:
Q&Me)
Section 1. Introduction............................................................................................................1
Section 2. Market and Competitors Analysis............................................................................1
2.1. Market Analysis and Competitor Analysis.....................................................................1
2.1.1. Market Analysis.....................................................................................................1
2.1.1.1. Market Situation.............................................................................................1
2.1.1.2. Composition................................................................................................2
2.1.1.3. Location..........................................................................................................3
2.1.1.4. Trends.............................................................................................................4
2.1.2. Competitor Analysis...............................................................................................4
Section 3. Target Customer analysis and Positioning strategy..................................................6
3.1. Target Customer analysis..............................................................................................6
3.1.1. Demographic.........................................................................................................6
3.1.2. Geographic............................................................................................................6
3.1.3. Behavioral..............................................................................................................6
3.1.4. Psychological.........................................................................................................7
3.2. Positioning strategy......................................................................................................7
3.2.1. Image difference....................................................................................................7
3.2.2. Service difference..................................................................................................8
3.2.3. Message difference................................................................................................8
3.3. Positioning map............................................................................................................9
Section 4. Analyze the Marketing Mix strategy......................................................................11
4.1. Product.......................................................................................................................11
...............................................................................................................................................1
1
, 4.1.1. X’s facilitating supplement including information, order taking, billing and
payment........................................................................................................................12
4.1.1.1. Information...................................................................................................12
4.1.1.2. Order taking..................................................................................................12
4.1.1.3. Billing.........................................................................................................13
4.1.1.4. Payment........................................................................................................13
4.1.2. X’s enhancing supplement including consultation, hospitality,
safekeeping and exceptions...........................................................................................13
4.1.2.1. Consultation..................................................................................................13
4.1.2.2. Hospitality.....................................................................................................13
4.1.2.3. Safekeeping..................................................................................................14
4.1.2.4. Exceptions.....................................................................................................14
4.1.3. How did X innovate their service?........................................................................14
4.2. Distribution.................................................................................................................15
4.2.1. Distribution options for serving customers...........................................................15
4.2.2. Channel preference: For X’s target audience, convenience is a key driver of
channel choice...............................................................................................................15
4.3. Price............................................................................................................................15
4.3.1. X uses competition – based pricing strategy.........................................................16
4.3.2. Related Moneytary cost.......................................................................................16
4.3.3. Activity – based cost.............................................................................................16
4.3.4. Key categories of rate fences................................................................................17
4.4. Promotion...................................................................................................................18
4.4.1. Target Audience...................................................................................................18
4.4.2. Specifying Communication Objectives..................................................................18
4.4.3. The marketing communication mix:.....................................................................18
, 4.4.3.1. Service delivery channels..............................................................................18
4.4.3.2. Traditional marketing channels.....................................................................20
4.4.3.3. Internet:........................................................................................................26
4.4.3.4. Outside the Organization..............................................................................29
4.5. Process.......................................................................................................................32
4.5.1. Flowcharting customer service processes.............................................................32
4.5.2. Developing a Blueprint:........................................................................................32
4.5.2.1. Step 1: User enters X app..............................................................................32
4.5.2.2. Step 2: Selects the favorite milktea flavour...................................................33
4.5.2.3. Step 3: Add items to cart...............................................................................33
4.5.2.4. Step 4: Pay and order online.........................................................................33
4.5.2.5. Step 5: Food preparation and delivery...........................................................33
4.6. Physical Evidence........................................................................................................33
4.6.1. Ambient Conditions..............................................................................................33
...............................................................................................................................................3
4
4.6.2. Space/Function....................................................................................................34
4.6.3. Signs, Symbols, Artifacts......................................................................................36
4.6.4. Evaluation and recommend.................................................................................37
4.7. People management...................................................................................................37
4.7.1. Hire the Right people...........................................................................................37
4.7.2. Enable X’s people.................................................................................................38
4.7.2.1. Building high performance service delivery teams.........................................38
4.7.2.2. Empower the Front Line................................................................................38
4.7.2.3. Extensive Training on....................................................................................38
4.7.3. Motivate and Energize X’s people........................................................................39
,Section 5. Evaluation and Recommendation..........................................................................40
5.1. Product.......................................................................................................................40
5.2. Price...........................................................................................................................40
5.3. Distribution.................................................................................................................41
5.4. Promotion...................................................................................................................41
5.5. Process.......................................................................................................................41
5.6. Physical evidence........................................................................................................41
5.7. People........................................................................................................................41
, LIST OF FIGURES
Figure 2. 1 Food delivery user trend (Source: Q&Me)....................................................................2
Figure 2. 2 Food application penetration Vietnam (Source: Q&Me)..............................................2
Figure 2. 3 Location based food delivery service (Source: Q&Me).................................................3
Figure 2. 4 Changing in app delivery usage (Source: Q&Me)..........................................................4
Y
Figure 3. 1 Positioning Map.............................................................................................................9
Figure 3. 2 Positioning Map...........................................................................................................10
Figure 4. 1 Depicting the Service offering for X food delivery.......................................................11
Figure 4. 2 X customized their menu information.........................................................................12
Figure 4. 3 X special gift for women's order..................................................................................13
Figure 4. 4 X's hospitality service...................................................................................................14
Figure 4. 5 X's friendly envvironment plastic food box................................................................15
Figure 4. 6 X's service outlets........................................................................................................19
Figure 4. 7 X's rider are trained to speak English..........................................................................19
Figure 4. 8 X's outdoor billboards..................................................................................................22
Figure 4. 9 X’s exteriors of bicycles................................................................................................23
Figure 4. 10 X's poster on Facebook about Vlive event................................................................23
Figure 4. 11 X Gourmet's exclusive items......................................................................................24
Figure 4. 12 X’s booth at VLive event............................................................................................24
Figure 4. 13 X sales promotion for customers...............................................................................25
Figure 4. 14 X's sales promotion for employees............................................................................26
Figure 4. 15 X's website interface..................................................................................................27
Figure 4. 16 X application interface on Smartphone.....................................................................27
Figure 4. 17 X application interface for the "Ngọt" collection......................................................28
Figure 4. 18 X’s iphone case publication.......................................................................................30
Figure 4. 19 X’s lunch box and eye mask publication...................................................................31
Figure 4. 20 X's sticker publication................................................................................................31
,Figure 4. 21 Brand image of a funny cat and delivery man..........................................................34
Figure 4. 22 X's discount code.......................................................................................................35
Figure 4. 23 X’s call to action sentences........................................................................................36
Figure 4. 24 X’s first-aid instructions.............................................................................................39
Figure 5. 1 X should extend to medium cities...............................................................................40
, LIST OF TABLE
Table 2. 1 X’s Competitor analysis...................................................................................................5
,Section 1. Introduction
Following the successful acquisition of the Vietnammm.com online food ordering
application earlier this year, X officially entered the Vietnamese market and covered services in
Ho Chi Minh City in June 2023, after more than a month of testing this application on several
central areas in the same area.
According to its mission, X arrives to Vietnam with the goal of "helping people eat healthily
anytime and everywhere" with only a few easy actions done on the X app: Choose food, locate
the nearest shop, and place your order. Your favorite meals will be delivered swiftly and at a
very cheap price.
This report will analyze the Food Delivery market in Vietnam and then compare X with
other competitors like Now, Grabfood, Gofood. In the next section, we analyze X target
customer and focus on their purchase stage behaviours and positioning strategy of X.
The objective of this report is to analyze deeply into the 7P strategy of X food delivery
service, thereby proposing suitable recommendations and solutions for X to develop strongly
and sustainable in Vietnam.
Section 2. Market and Competitors Analysis
2.1. Market Analysis and Competitor Analysis
2.1.1. Market Analysis
2.1.1.1. Market Situation
The food delivery app has improved the ease of the lifestyle while also encouraging Vietnamese
to stay at home to protect themselves from COVID - 19. These applications have been the most
popular way for most urban Vietnamese to make their life simpler. Size: According to Q&Me
Food Delivery Demand increased after COVID - 19 Report, 75 percent had ultilized food delivery
services, with 24 percent being new users who began using food delivery services for the first
time as a result of COVID – 19.
1
, Figure 2. 1 Food delivery user trend (Source: Q&Me)
2.1.1.2. Composition
According to Q&Me Food Delivery Popularity in Vietnam 2024, the proportion of users who
have ordered food/drink accounted for 51%. Popular apps in the market include Grab food,
Now, X & Gojek. Grad Food or Now are the two most popular apps.
Figure 2. 2 Food application penetration Vietnam (Source:
Q&Me)
