Industry Practicum Report: Bun Me Corporation Business Analysis

This report provides a comprehensive analysis of Bun Me Corporation, a Vietnamese street food organization operating in Sydney. It begins with an overview of the company, its establishment, and its market position, followed by an examination of industry trends and the company's marketing mix, including pricing, promotion, and product offerings. The report then assesses the organization's competitiveness, emphasizing factors like takeaway options and service excellence. It also details the company's service management practices, staff retention strategies, and ethical and social responsibility initiatives, such as charitable contributions. The analysis culminates in a set of recommendations aimed at improving the company's business operations, particularly suggesting the development of a business website to enhance customer communication and explore opportunities for expansion. The report leverages data from sources like Statista and Zomato to support its findings and recommendations, offering a detailed view of the company's strengths, weaknesses, and potential for growth within the competitive hospitality industry.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................3
Overview of the company:.........................................................................................................3
Industry Synergy and Trends:....................................................................................................4
Marketing Mix:..........................................................................................................................5
Organization’s Competitiveness:...............................................................................................6
Service Management:.................................................................................................................7
Staff Retention and Development:.............................................................................................8
Ethics and Social Responsibility:...............................................................................................9
Recommendations:.....................................................................................................................9
Conclusion:..............................................................................................................................10
References:...............................................................................................................................11

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Introduction:
The evolution of the hospitality industry in the modern generation is able to provide
significant amount of scope to various business houses for developing a sustainable business.
With a precise focus on the growth of the industry, the base of the increasing interest of
various business houses in entering in the mentioned industry is pretty prominent
(Statista.com, 2019). The comparatively less requirement of the financial investment is able
to design the industry in perfect manner for attracting larger number of new entries. The
paper is focused in analysing the business operations of such an organization, named as Bun
Me, entered the hospitality industry with the objective of gathering larger amount of profit.
Along with that, the paper provides a brief overview of the company. Apart from this, the
paper includes a brief analysis regarding the modern trends of the hospitality industry. With a
precise understanding of the findings, the paper provides a critical analysis regarding the
marketing mix of the company and along with that, it highlights the service management of
the company. In addition to this, the paper provides a brief idea regarding the competitive
nature of the company and at the same time, the paper evaluates the policies of the company
in effectively developing and retaining the employees of the company. The paper also
assesses the practice of ethics and corporate social responsibility inside the organization.
Considering the findings of the analysis, the paper formulates a crucial set of
recommendations for the improvement of the business operations of the company.
Overview of the company:
The organization is named as Bun Me Corporation Pty. The organization operates as a
Vietnamese street food organization (Zomato.com, 2019). The organization was established
in the year 2013 and is observed to have 8 different shops and restaurants across the city of
Sydney (Zomato.com, 2019). Considering the review ratings that the company is able to

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achieve from the part of the various customers, it is evident that the company is one of the
most preferred organization in the region. Other than this, the food court has the required
expertise in place for delivering optimum quality food items of Vietnamese cuisine. The
organization usually stays closed on Saturday and Sunday. The operating hours of the
company is seen to be from 10 a.m. to 3.30 p.m. (Zomato.com, 2019). The organization has
the capability of providing the much required flexibility to the customers in paying for their
services with the inclusion of both card and cash payment methods. Other than this, the
company is seen to offer the option of the takeaway, however, the organization is not
involved with any sort of alcoholic product sales (Zomato.com, 2019). The organization is
able to provide a pleasant atmosphere to their customers with the introduction of the indoor
seating arrangements and at the same time, the company has the expertise of providing
vegetarian items for their customers with the non- vegetarian dishes (Zomato.com, 2019).
The company provides parking facility to their customers as well.
Industry Synergy and Trends:

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(Information: Revenue of cafes, restaurants & takeaway food and beverage services in
Australia from 2006/2007 to 2020/2021 (in billion Australian dollars))
(Information Courtesy: Statista.com, 2019)
With a precise focus on the increasing revenue of the mentioned form of business, the
preferences of the people of Australia towards the concept is pretty prominent. Considering
the dynamic life style of the people of this generation, it is evident that the people of
Australia specifically the youths have tremendous amount of urgency associated with their
life style. Under such situation, the takeaway concept enables them to reduce the
consumption of time and at the same time, it offers them the much required flexibility of
dining with the seniors of the house who are unable to go to the restaurant due to their
physical or psychological issues (Rodgers & Forbes, 2015). Other than this, one of the
significant trends of the modern hospitality industry is observed to be the availability of the
various cuisines. Under such situation, the companies that have the ability to provide the
much required flexibility to their customers in trying out different cuisines, are observed to
have certain competitive advantage over the competitor organizations, hat are unable to
provide the variety. Apart from this, the capability of the organizations in providing a
pleasant ambience to the customers is also considered as an important factor capable of
influencing the purchase intention of the customers.
Marketing Mix:
With a precise focus on the marketing mix of the company, it is visible that the
company currently does not own any business website that can be used for effective
marketing. However, the company is seen to be listed in websites of various other recognized
food vendors such as Zomato (Zomato.com, 2019) and along with that, the website named as
Tripadvisor is also used for promoting the company. Other than this, the company has the

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expertise in communicating with their customers through the e- mail subscription. Any sort
news regarding the discount offers, new packages and introduction of new dishes are
communicated by the company through the e- mail communication. In addition to this, the
company also has the practice of text messaging to the cell phones of their customers for the
communication of the above mentioned details.
Considering the pricing, the company has the expertise of applying competitive
pricing where the company starts charging from 25 Australian dollars for two customers
(Zomato.com, 2019). As mentioned earlier, the company accepts cash and card, both forms of
payment options. With a precise focus on the food offerings of the company, the company
has the capability to serve both vegetarian and non- vegetarian to their customers. In addition
to this, the company offers food products such as Pho, Spring Roll, Rice Paper Rolls, Banh
Mi and Lemongrass Beef to their customers (Zomato.com, 2019). As mentioned earlier, the
organization has 8 different shops at various places of Sydney and that infrastructure is
expected to be used by the company in conducting their marketing and promotional activities.
Organization’s Competitiveness:
From the above mentioned statistics of increasing revenue in the industry, it is visible
that the rapid growth of the industry is playing a crucial role in influencing a large number of
business houses in entering the market, which in other way, is increasing the level of
competition in the industry. Under such situation, the company is expected to face an intense
level of competition from the part of the competitor organizations where the availability of
the factors that have the potential to provide the much required competitive advantage to the
chosen organization, become essential.
One of the important factor that increases the acceptance level of the company
amongst the customers and the competitiveness of the company is their ability to offer the

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takeaway option. The takeaway option enables the customers to take the food to their
residence. Hence the added flexibility for the customers in consuming the foods improves the
value proposition of the company. The takeaway option enables the company to attract a
larger number of customers and that helps the company in generating a larger amount of
profit as well (Smith et al., 2014).
Other than this, the improved hospitality management skills of the employees of the
company is one of the important factor, capable of increasing the ability of the company in
providing quality food products to the customers. The service excellence of the employees of
the company is able to place the organization in perfect position for providing a speedy
services to their customers. With the concept of the takeaway, the urgency of the customers
and the intention of spending limited amount of time, is pretty evident and under such
situation, the application of the improved skills of the employees increases the ability of the
company to serve the orders at the least possible time.
Apart from this, the availability of the modern infrastructure plays a crucial role for
the company in improving their ability to provide a pleasant atmosphere to their customers.
The ambience has a greater significance for the modern customers in selecting a place for
their purchase. The availability of the parking facility and the interior of the shop is
significant in influencing the purchase intention of the customers.
All these factors provide a certain advantage to the company in conducting a
sustainable business and at the same time, it increases the competitiveness of the company.
Service Management:
With a precise focus on the services offered by the company, it is understandable that
the company has different teams for the effective management of their entire operations. The
reception team coordinates with the floor management team for identifying the availability of

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the spaces for the new customers. The floor management team is responsible for arranging
the seats and take the orders. Along with that, the floor management team of the company
communicates the order details to the kitchen team which is responsible for preparing the
food. The availability of the raw materials is expected to be monitored by the kitchen team.
Other than this, one section of the reception team is responsible for the management of the
billing operations. Hence the smooth flow of communication across the different teams
enable the company in managing the customer queries and the orders in an efficient manner.
At the same time, the efficient floor management increases the ability of the company in
improving the customer satisfaction.
Staff Retention and Development:
The company follows an industry standards wage and work time characteristics for
their employees where the employees of the company get fixed off on Saturday and Sunday.
At the same time, the compensation that the company provides to their employees is
considered to be one of the best in the industry. In addition to this, the company provides free
meal coupons to their employees. Other than these benefits, the company has the expertise of
providing incentives to their employees on the basis customer reviews over the services of a
particular employee. The incentive includes monetary compensation and free holiday trips
(Richter, Raban & Rafaeli, 2015).
Apart from this, the company provides a 15 days training to their employees for
educating them regarding the service management skills where the employees will have the
possibility acquire floor management skills and customer query handling skills. Along with
this, the training of the company enables the employees to improve their soft skills such as
leadership r the ethical practices inside the organization.

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Ethics and Social Responsibility:
Considering the social responsibility aspect, the company is able to form an
association with several orphanages for providing free food supply to the children of the
orphanages on each Friday (Grayson & Hodges, 2017). The management of the company
believes that they have the necessity to contribute to the development of the society and
under such situation, they also have the expertise of donating a certain amount of their
quarterly profits to the orphanages for providing the much required scope to the children to
continue their studies.
Considering the ethics, the company formulated an employment code which gets
signed by the employees during their signature on the contracts. With the employment code,
the management communicates the appropriate guidelines to the employees for their service
inside the organization and any actions which breach the code, is expected to be penalized by
the company.
Recommendations:
Considering the current business operations of the company, one of the important
recommendation for the company will be to develop a business website which will provide
the much required scope to the company in increasing their efficiency in communicating with
the customers.
Other than this, it is recommended for the company to open their outlets on Saturday
and Sunday as the continuation of the operations on those days will certainly enable the
company in increasing the number of customers and the sales of the company as well.
Other than this, the company is recommended to increase their product chain with
some delicious dishes of the Vietnamese cuisine and at the same time, the company must
introduce alcoholic beverages for meeting the variety of the demands of the customers.

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Conclusion:
On a concluding note, the Australian hospitality industry is observed to be associated
with a significant growth which is playing the role of a key motivator for various
organizations in entering the mentioned industry. Bun Me has the capability to become of the
preferred destinations for the customers of the region with their services. However, the
company has to manage their marketing and promotional activities for conducting a
sustainable business and along with that, is required to manage their product chain and shifts
for conducting a sustainable business.

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References:
Statista.com (2019). Australia - cafes, restaurants & takeaway food and beverage services
revenue 2007-2021 I Statistic. Retrieved 18 August 2019, from
https://www.statista.com/statistics/653594/revenue-of-food-beverage-services-
australia/
Rodgers, D. M., & Forbes, R. (2015). U.S. Patent No. 9,117,231. Washington, DC: U.S.
Patent and Trademark Office.
Smith, C., Gray, A. R., Fleming, E. A., & Parnell, W. R. (2014). Characteristics of
fast-food/takeaway-food and restaurant/café-food consumers among New Zealand
adults. Public health nutrition, 17(10), 2368-2377.
Richter, G., Raban, D. R., & Rafaeli, S. (2015). Studying gamification: the effect of rewards
and incentives on motivation. In Gamification in education and business (pp. 21-46).
Springer, Cham.
Grayson, D., & Hodges, A. (2017). Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Zomato.com (2019). Bun Me. Retrieved 18 August 2019, from
https://www.zomato.com/sydney/bun-me-cbd