Marketing Plan For McDonald's in Vietnam - Assignment Paper
Contents
1. EXECUTIVE SUMMARY
The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, with 31000 restaurants, serving around 68 million customers daily in 119 countries. The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald. Over 80% of its outlets are franchised.
McDonald’s success secrets lie in their excellence in the areas of food making, customer service and restaurant decorations as well as their brand management strategies.
Preparations are under way to open the first McDonald restaurants in Vietnam soon. This marketing plan attempts to point out the strengths and challenges as well as solutions for McDonald’s to successfully establish its business in Vietnam within one year.
2. PRODUCTS
McDonald’s products for the Vietnamese market are carefully studied and determined in order to cater to the local preferences. In general they can be divided into several lines such as burgers, chicken, fish and pork, breakfast dishes, beverages, desserts and other products such as French fries, light snacks, salads or soups.
Breakfast products include Oatmeal, Sausage Biscuit, Egg McMuffin and Mcgriddle Sandwich.
The heavier meals include Burgers, Sandwiches, Fried Chicken, specifically McMuffin, Big Mac, Happy Meals, McBaguette, McNuggets, McChicken and Chick McGrill.
Side dishes include McPuff and McSoup, French fries.
Desserts include McMuffin, McFlurry, Apple Pies
Finally, their beverages include soft drinks and MCcafe.
3. ANALYSIS OF THE FASTFOOD MARKET IN VIETNAM
According to statistics of the Ministry of Industry and Trades total sales of the fast food industry Vietnam in 2011 was estimated at 870billion, up 30% compared to 2010. However, the market share of just focusing on the well-known foreign brands such as KFC (America), Lotteria (Korea) and Jollibee (Philippines). KFC is considered one of the foreign fast food
1. EXECUTIVE SUMMARY
The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, with 31000 restaurants, serving around 68 million customers daily in 119 countries. The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald. Over 80% of its outlets are franchised.
McDonald’s success secrets lie in their excellence in the areas of food making, customer service and restaurant decorations as well as their brand management strategies.
Preparations are under way to open the first McDonald restaurants in Vietnam soon. This marketing plan attempts to point out the strengths and challenges as well as solutions for McDonald’s to successfully establish its business in Vietnam within one year.
2. PRODUCTS
McDonald’s products for the Vietnamese market are carefully studied and determined in order to cater to the local preferences. In general they can be divided into several lines such as burgers, chicken, fish and pork, breakfast dishes, beverages, desserts and other products such as French fries, light snacks, salads or soups.
Breakfast products include Oatmeal, Sausage Biscuit, Egg McMuffin and Mcgriddle Sandwich.
The heavier meals include Burgers, Sandwiches, Fried Chicken, specifically McMuffin, Big Mac, Happy Meals, McBaguette, McNuggets, McChicken and Chick McGrill.
Side dishes include McPuff and McSoup, French fries.
Desserts include McMuffin, McFlurry, Apple Pies
Finally, their beverages include soft drinks and MCcafe.
3. ANALYSIS OF THE FASTFOOD MARKET IN VIETNAM
According to statistics of the Ministry of Industry and Trades total sales of the fast food industry Vietnam in 2011 was estimated at 870billion, up 30% compared to 2010. However, the market share of just focusing on the well-known foreign brands such as KFC (America), Lotteria (Korea) and Jollibee (Philippines). KFC is considered one of the foreign fast food