McDonald’s
Presented by:
Group 2
About McDonald’s
 Industry: Food restaurant.
 Founded: 15 May, 1940.
 Founders: Richard and Maurice McDonald, Ray
Kroc....
Richard and Maurice
McDonald
Ray Kroc
SLOGAN
-QSC&V-
QUALITY
SERVICE
CLEANLINESS
VALUE
Competitors in VietNam
Traditional food in VietNam
Brand Name KFC Lotteria Jollibee Burger King Subway
Original
country
USA Korea Phillippines USA USA
Number of
outlets
worl...
The challenge 1:
 the material sources still can not
satisfy the demand of the company :
meat, cheese…
The challenge 2:
 the special taste of vietnam consumers.
The challenge 3:
 have to compete with the other fast food
giants , with the take- away shops on
pavements - the favorite...
Strengths Weakness
 Largest fast food market share in the world.
 Locally adapted food menus.
 Partnerships with best b...
Target of McDonald’s in VietNam
market
 Short-term: 1 year
 Level of brand awareness: 60%
 Market share: 15%
 Open 4 s...
Strategy of McDonald’s
employees
are trained,
soft skills
food is made
fast and clean
Main colors’re Red
and Yellow.
Frien...
- Higher prices (5-10%) than competitors.
- Open more promotions and cheap
combo.
- Shop divided into 3 regions: Grab & Go...
The new product
Shrimp burger
SODA BLENDED
 Blueberry
 Raspberry
 Mojito
 Lemon sugar
GRID Analysis
Factors Cost Quality Loccation Reliaility
Payment
options
Total
Weights
Shrimp
burger
1 3 2 3 2
Soda
blended...
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
Presentation about McDonald’s
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Presentation about McDonald’s

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Presentation about McDonald’s
Analysis market of McDonald's when McDonald's come in VietNam

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Presentation about McDonald’s

  1. 1. McDonald’s Presented by: Group 2
  2. 2. About McDonald’s  Industry: Food restaurant.  Founded: 15 May, 1940.  Founders: Richard and Maurice McDonald, Ray Kroc.  Headquarters: Oar Brooke, Illinois.  Products: Hamburgers and Sandwiches, Chicken & Fish, French fries, Salads, Soft drinks, Coffee, Desserts and Shakes, Breakfast, Snacks & Sides, …
  3. 3. Richard and Maurice McDonald Ray Kroc
  4. 4. SLOGAN
  5. 5. -QSC&V- QUALITY SERVICE CLEANLINESS VALUE
  6. 6. Competitors in VietNam
  7. 7. Traditional food in VietNam
  8. 8. Brand Name KFC Lotteria Jollibee Burger King Subway Original country USA Korea Phillippines USA USA Number of outlets worldwide 32,500 1,577 720 12,000 38,000 First come to HCMC July 1994 May 1998 March 1997 October 2012 April 2011 # of stores in HCMC 62 67 11 5 3 Strategic products Fried chicken Hamburger Fried chicken Combo Sandwich Drink Partner Pepsi Pepsi Pepsi Coca Cola Delivery service YES YES Facebook fans by Mar 285,000 228,000 2,415 46,100 41,600 Competitors in VietNam
  9. 9. The challenge 1:  the material sources still can not satisfy the demand of the company : meat, cheese…
  10. 10. The challenge 2:  the special taste of vietnam consumers.
  11. 11. The challenge 3:  have to compete with the other fast food giants , with the take- away shops on pavements - the favorite style of vietnamese people.
  12. 12. Strengths Weakness  Largest fast food market share in the world.  Locally adapted food menus.  Partnerships with best brands.  Targeting for children and young people.  Motto: QSC&V (Quality, Service, Cleanliness and Value).  Unhealthy food menu.  Slow in VietNam.  Yet found a source of fresh local ingredients (potatoes). Opportunity Threat  Home meal delivery.  Full adaptation of its new practices.  Changing consumer habits and new customer group.  Saturated fast food markets in the developed economies.  Trend towards healthy eating.  Local fast food restaurant chains.  Price.
  13. 13. Target of McDonald’s in VietNam market  Short-term: 1 year  Level of brand awareness: 60%  Market share: 15%  Open 4 stores in HCMC.  Long-term: 3 years  Level of brand awareness: 80%  Market share: 30%  Has 10 stores in HCMC and extended to Hanoi market
  14. 14. Strategy of McDonald’s employees are trained, soft skills food is made fast and clean Main colors’re Red and Yellow. Friendly, clean and cool. - Burger is main product of McDonald with uniform quality worldwide. - Development added the products suitable local taste.
  15. 15. - Higher prices (5-10%) than competitors. - Open more promotions and cheap combo. - Shop divided into 3 regions: Grab & Go, Linger Zone, Flexible Zone. - Expanded stores in the downtown area, crowded populated. Transmit messages around global brand positioning.
  16. 16. The new product Shrimp burger
  17. 17. SODA BLENDED  Blueberry  Raspberry  Mojito  Lemon sugar
  18. 18. GRID Analysis Factors Cost Quality Loccation Reliaility Payment options Total Weights Shrimp burger 1 3 2 3 2 Soda blended 2 3 3 2 3 Factors Cost Quality Loccation Reliaility Payment options Total Weights 3 6 5 5 5 Shrimp burger 3 18 10 15 10 56 Soda blended 6 18 15 10 15  SODA BLENDED 64
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