2. Warm up
1. What is your favorite Fried Chicken brands?
2. How much do you pay for each Fried Chicken piece?
3. How often do you eat Fried Chicken per week?
3. Group 2 – 12MK
Members
1. Dang Quoc Hung
2. Nguyen Thi Phuong Hao
3. To Thuy Ha
4. Nguyen Nhat Hao
5. Thuy Duong
6. Dinh Du
4. CONTENTS
1. BACKGROUND INFORMATION
1. HUTECH Background.
2. Vietnam fast food Background.
3. Research Objectives.
2. RESEARCH METHODOLOGY
1. Research Design.
2. Quantitaty Research
3. Quanlitataty Research
3. RESEARCH SUMMARY & RECOMMENDATIONS
5. RESEARCH
OUTLINE
Topic: Chance for
Vietnamese fast food brands.
Problem: Can Vietnamese fast
food brands compete with foreign brands by
using advantages in understanding
Vietnamese taste.
Purpose: Provide information
of creating the best Fried Chicken product.
Research question: What type of Fried
Chicken that interest students?
7. HUTECH BACKGROUND
Ho Chi Minh University of Technology (HUTECH) provides high-quality
labor resources in both short and long term for a modern and active
Vietnam industry especially Southern area.
Most students of HUTECH from both Full-Time and International-Joint
Training Programs are Y-Generation who are creative, proactive,
productive and responsible
9. VIETNAM FAST FOOD
BACKGROUND
In February 2014, McDonald’s came to Vietnam and draw in around 25
thousand customers on its first opening day at District 1.
Before the arrival of McDonald, Dunkin’ Donuts and Dairy Queen
outlets were opened within the previous year.
The appearance of three global fast food chains proves that fast food
industry in Vietnam has a promisingly look in the eyes of foreign
investors.
10. VIETNAM FAST FOOD
BACKGROUND
Previously, people in Vietnam thought that large and luxury fast food
companies could not survive since the street food, considered as
Vietnamese fast food, was already there with cheap price and
everywhere.
But when fast food corporations joined in the Vietnamese market, they
did not use the same meaning of street/fast food.
They promoted “fast food” definition as a symbol of modern, quick
pace and stylish lifestyles along with a high quality food safety.
11. RESEARCH OBJECTIVES
In the end, this research will provide a brief report for a new fried
chicken fast food chain to create tasteful and suitable fried chicken
products for students especially HUTECH’s ones.
13. OUTLINE
Vietnam fast food sector before the arrival of
McDonald already has intense competition
between many international fast food brands
such as KFC, Lotteria or even Popeye’s
(Nguyen, 2015).
One of the key point that many other Vietnam
fast food stores missed out is those large fast
food brands are very good at applying
integrated marketing including social media
such as Instagram, Twitter and especially
Facebook which is the most favorite social
network channel of Vietnamese people.
14. THREATS
There are many reports and journals had mentioned the first landfall of
McDonald has large impact on Vietnam fast food market (Levine, 2014)
became a wake up call or even a threat to current Vietnam fast food
industry.
The Vietnam fast food chains are considered as “Elves” in fast food big-
fight market (Thùy, 2014) front the huge wave of many large multi-
national fast food companies who are rushing to Vietnam after Free
Trade Agreement was signed.
15. THREATS
Most of newspaper articles focused on forecasting how medium and
small fast food or even street food in Vietnam cuisine will be crushed or
wipe out by those “big boy” with large amount of money to spend and
professional attitude (Hoàng, 2014).
They also predicted that while current Vietnamese fast food chains are
struggling to compete with those foreign companies in order to draw
customers back, new entrance or start up company will have very little
chance to emerge in the already crowded fast food market (Sương,
2013).
16. OPPORTUNITIES
But in the other hand, some of other reports and research stated out
many “odd” habit (Thành, 2015) and definition (Đăng, 2014) about fast
food of Vietnamese can prove the contrary fact mentioned above.
For example, one of the new Vietnam fast food chain has joined in fast
food field namely the Five Star (Thu, 2015). They are successfully
drawing many attention of Vietnamese people within the year of 2015
right after they opened, which proved that the fast food market still has
space for Vietnam investors (Minh, 2014).
18. QUESTIONS
1. Which are your favorite Fried Chicken
brands? Why do you choose them?
2. How much it usually cost to buy one piece
of Fried Chicken? Is it reasonable or not? If
not, which price level will be reasonable?
Why?
3. With the price set above, please state the
factors for a satisfying Fried Chicken piece.
Why do you think those factors are
important?
19. QUESTIONS
4. Please state any factors relate to the store
such as environment, surrounding,
condition, temperature, chairs, toilet, light,
customers or any other elements affected
to your decision of buying Fried Chicken
products. Why do you think those factors
are affected to your decision? Do you have
any suggestions to improve those
problems?
5. How long will you accept to wait for one
set of fried chicken (both eat in and take
away) to be served? Did you ever feel that
you waited too long? Is there any
suggestion to improve it? Is there any
other service related problems that need
to be improve? If yes, any suggestions?
20. QUESTIONS
6. In your opinion, regularly consume Fried
Chicken product (approximate 3 to 5 times
a week) will affect your health or not?
Why or why not? If yes, is there any
suggestions to improve it?
21. FOCUS GROUP DESCRIPTIONS
Construction:
1 hour of discussion in Room B05.03, October 28th 2015.
Consist of: 6 members from
◦ Full-time undergraduate HUTECH students (2 males & 1 female).
◦ International-Joint Training undergraduate OUM students (2 females & 1
male).
The whole discussion was recorded by both voice-recorder & video-
recorder and also being taken notes by 2 observers, one from the
laptop and one from the black-board for easier to discuss.
22. FOCUS GROUP DESCRIPTIONS
Question:
All of participants were given pens and questionnaire sheets with
questions and hints to take note and discuss.
All questionnaires are in Vietnamese language with 2 pages.
Each questions ‘part is read out loud and wait for in-depth discussion
before moving to the next part.
23. FOCUS GROUP LIMITATIONS
Small focus group with 6 students and low variant may not represent
the whole idea of HUTECH students.
Limited in one specific fast food product which is Fried Chicken product
to narrow down the amount of information and increase the level of
intensive data acquired from participant.
Interviewer’s skills may affect the result of the participant during the
discussion.
Others’ opinions may create leading effect or biases although we tried
to prevent it as much as possible.
24. FRIED CHICKEN PRODUCT
At first, we asked participants to point out which brands are providing
Fried Chicken product they love most. 5 out of 6 participants choose
KFC, having the similar result with the secondary data we harvested
above.
Often cost around 25,000 to 45,000 VND per Fried Chicken but they
think that the suitable price range is 20,000 to 25,000 VND for each.
With that price range, their expectations are the Fried Chicken must not
friable and soft. It must still in crunchy, warm and firm condition when
is served.
Size is also an important factor which must not too small visually.
The chicken must be clean and safe is important no matter they do not
know how to check it except over certificates and putting their trust in
brand name.
26. SERVICES
Participants are all agreed that air conditioner is a must in any fast food
chain, which is why some of them do not like Five Star fast food chains
who lack of cool artificial air.
One sudden suggestion of dipping sauce was emerged during the
conversation that fast food store should left two bottles of each dipping
sauce on every tables for customers feel convenient.
Participants agreed that they will willing to wait the maximum amount
of 10 to 15 minutes for eating in or 5 to 7 minutes for taking away
orders.
27. HEALTH RELATED
The final part of focus group discussion is participants’ opinion toward
regularly consuming Fried Chicken product from 3 to 5 times a week
and its affection on consumers’ health.
All of participants agreed it is not healthy because it will cause diabetes,
raise cholesterol rate and cost too much money.
30. SUMMARY
Even international fast food brands are struggling with Vietnamese’s
expectation and taste.
On one side, they love the professional management system, store,
international brand and services,
But on the other side, they still want cheaper price level and especially
want many services related to staying in to eat rather than take away.
31. SUMMARY
Some same disappointed aspects of international fast food brand are:
Employees’ bad attitude although they have professional management
process,
Foods are not fresh and taste not so good which is one of the
characteristic of fast food compare to Vietnamese street food,
The prejudice of fast foods that easily cause obesity because they were
mostly processed over deep fried oil instead of slow cook as
Vietnamese foods.
32. RECOMMENDATIONS
Spring rolls, breads or even Pho is Vietnamese fast food
They can easily be bought from roadside kiosks and then slowly
consume or savor.
Thanks to KFC or even McDonald, fast food definition nowadays is
changed and clarified the fast food awareness of Vietnamese.
33. RECOMMENDATIONS
International fast food chains succeed because they provide a
professional, luxury and modern look and feel to customers.
But better environment may come with higher price because of added
value “brand name”, imported ingredients and center location rental
cost.
Nowadays, young Vietnamese people are becoming smart consumers,
they will seek for reasonable price level compare to the product value
rather than brand value.
34. RECOMMENDATIONS
International brands had professional marketing strategy but they are
playing in Vietnam market, where is our play ground.
Additional, we can use Vietnam cultural promotion such as Vietnamese
people use Vietnamese product to compete with others.
When Vietnamese come to international fast food chains, they prefer
food safety over taste.
If we can create a fast food product that satisfy customers’ taste and
expectation while follow food safety procedure, no one will deny
Vietnamese fast food.
Which are your favorite Fried Chicken brands? Why do you choose them?
This warm-up question will filter out main favorite Friend Chicken brands for easier to compare and provide a gist background why participants choose those brands.
How much it usually cost to buy one piece of Fried Chicken? Is it reasonable or not? If not, which price level will be reasonable? Why?
This question will gather the information of price level and the reason why students think it is a reasonable price.
With the price set above, please state the factors for a satisfying Fried Chicken piece. Why do you think those factors are important?
Combine with the question above, we will know that the price list above is suitable or not. Then, we can also balance between price and quality. And finally, we will know what is a “perfect” Fried Chicken product on their mind.
Please state any factors relate to the store such as environment, surrounding, condition, temperature, chairs, toilet, light, customers or any other elements affected to your decision of buying Fried Chicken products. Why do you think those factors are affected to your decision? Do you have any suggestions to improve those problems?
This question will figure out what other factors can affect the choice of the students and their solutions to improve those problems.
How long will you accept to wait for one set of fried chicken (both eat in and take away) to be served? Did you ever feel that you waited too long? Is there any suggestion to improve it? Is there any other service related problems that need to be improve? If yes, any suggestions?
This question will provide the most critical factor of “fast food” product: time and also know how can we improve this aspect through students’ opinions.
In your opinion, regularly consume Fried Chicken product (approximate 3 to 5 times a week) will affect your health or not? Why or why not? If yes, is there any suggestions to improve it?
Health always an important concern of customers who consume fast food products. This question can provide many information about students’ thought towards consuming Fried Chicken regularly
At first, we asked participants to point out which brands are providing Fried Chicken product they love most. 5 out of 6 participants choose KFC, having the similar result with the secondary data we harvested above. Their reasons are KFC has cheaper price range, Fried Chicken is crunchier and the quality is better. Second, it often cost around 25,000 to 45,000 VND per Fried Chicken but they think that the suitable price range is 20,000 to 25,000 VND for each.
With that price range, their expectations are the Fried Chicken must not friable and soft. It must still in crunchy, warm and firm condition when is served. Some of the participants love the slight salty taste while most of the others think the Fried Chicken should not have any sweet or salty flavor at all because they already have ketchup and chili. Size is also an important factor which must not too small visually. The chicken must be clean and safe is important no matter they do not know how to check it except over certificates and putting their trust in brand name. Participants also mentioned the light yellow color of the Fried Chicken which will create more delicious feeling.
At first, we asked participants to point out which brands are providing Fried Chicken product they love most. 5 out of 6 participants choose KFC, having the similar result with the secondary data we harvested above. Their reasons are KFC has cheaper price range, Fried Chicken is crunchier and the quality is better. Second, it often cost around 25,000 to 45,000 VND per Fried Chicken but they think that the suitable price range is 20,000 to 25,000 VND for each.
With that price range, their expectations are the Fried Chicken must not friable and soft. It must still in crunchy, warm and firm condition when is served. Some of the participants love the slight salty taste while most of the others think the Fried Chicken should not have any sweet or salty flavor at all because they already have ketchup and chili. Size is also an important factor which must not too small visually. The chicken must be clean and safe is important no matter they do not know how to check it except over certificates and putting their trust in brand name. Participants also mentioned the light yellow color of the Fried Chicken which will create more delicious feeling.
Other surrounding environments such as the store, toilet and children section were the next question. Participants are all agreed that air conditioner is a must in any fast food chain, which is why some of them do not like Five Star fast food chains who lack of cool artificial air. One sudden suggestion of dipping sauce was emerged during the conversation that fast food store should left two bottles of each dipping sauce on every tables for customers feel convenient. All of the participants do not like the process of go and take chili or ketchup from specific corner of the store by small plates for so many times. They also think that will make some mess or even waste if they took too much.
The fifth part we discussed about time and satisfaction level of service quality. Participants agreed that they will willing to wait the maximum amount of 10 to 15 minutes for eating in or 5 to 7 minutes for taking away orders. Most of them agreed that although fast food chain in Vietnam are trying to persuade customers that they are professional but usually they do not control their employees’ attitude well toward customers, especially in Lotteria chains, which is similar to the secondary data we previously obtained (Nguyen, 2015).
The final part of focus group discussion is participants’ opinion toward regularly consuming Fried Chicken product from 3 to 5 times a week and its affection on consumers’ health. All of participants agreed it is not healthy because it will cause diabetes, raise cholesterol rate and cost too much money. Although there are some suggestions to reduce those risks such as change to other chicken products such as steamed or slow cook or reduce the sugar intake from coke by substitute healthy drinking products but participants still think that regularly consume a large amount of chicken products regularly is not healthy.
Other surrounding environments such as the store, toilet and children section were the next question. Participants are all agreed that air conditioner is a must in any fast food chain, which is why some of them do not like Five Star fast food chains who lack of cool artificial air. One sudden suggestion of dipping sauce was emerged during the conversation that fast food store should left two bottles of each dipping sauce on every tables for customers feel convenient. All of the participants do not like the process of go and take chili or ketchup from specific corner of the store by small plates for so many times. They also think that will make some mess or even waste if they took too much.
The fifth part we discussed about time and satisfaction level of service quality. Participants agreed that they will willing to wait the maximum amount of 10 to 15 minutes for eating in or 5 to 7 minutes for taking away orders. Most of them agreed that although fast food chain in Vietnam are trying to persuade customers that they are professional but usually they do not control their employees’ attitude well toward customers, especially in Lotteria chains, which is similar to the secondary data we previously obtained (Nguyen, 2015).
The final part of focus group discussion is participants’ opinion toward regularly consuming Fried Chicken product from 3 to 5 times a week and its affection on consumers’ health. All of participants agreed it is not healthy because it will cause diabetes, raise cholesterol rate and cost too much money. Although there are some suggestions to reduce those risks such as change to other chicken products such as steamed or slow cook or reduce the sugar intake from coke by substitute healthy drinking products but participants still think that regularly consume a large amount of chicken products regularly is not healthy.
Other surrounding environments such as the store, toilet and children section were the next question. Participants are all agreed that air conditioner is a must in any fast food chain, which is why some of them do not like Five Star fast food chains who lack of cool artificial air. One sudden suggestion of dipping sauce was emerged during the conversation that fast food store should left two bottles of each dipping sauce on every tables for customers feel convenient. All of the participants do not like the process of go and take chili or ketchup from specific corner of the store by small plates for so many times. They also think that will make some mess or even waste if they took too much.
The fifth part we discussed about time and satisfaction level of service quality. Participants agreed that they will willing to wait the maximum amount of 10 to 15 minutes for eating in or 5 to 7 minutes for taking away orders. Most of them agreed that although fast food chain in Vietnam are trying to persuade customers that they are professional but usually they do not control their employees’ attitude well toward customers, especially in Lotteria chains, which is similar to the secondary data we previously obtained (Nguyen, 2015).
The final part of focus group discussion is participants’ opinion toward regularly consuming Fried Chicken product from 3 to 5 times a week and its affection on consumers’ health. All of participants agreed it is not healthy because it will cause diabetes, raise cholesterol rate and cost too much money. Although there are some suggestions to reduce those risks such as change to other chicken products such as steamed or slow cook or reduce the sugar intake from coke by substitute healthy drinking products but participants still think that regularly consume a large amount of chicken products regularly is not healthy.
Vietnamese people previously think that spring rolls, breads or even Pho is Vietnamese fast food and some of them try to bring them to luxury food chains in order to compete with other fast food brand.
But those foods may or may not considered as fast food because they can easily be bought from roadside kiosks and then slowly consume or savor.
Therefore, thanks to KFC or even McDonald, fast food definition nowadays is changed and clarified the fast food awareness of Vietnamese.
International fast food chains succeed because they provide a professional, luxury and modern look and feel to customers. Those places become a good place to satisfy their need for hungry and quite place to avoid noisy and dirty environment outside where street food could not compete.
But better environment may come with higher price because of added value “brand name”, imported ingredients and center location rental cost.
Nowadays, young Vietnamese people are becoming smart consumers, they will seek for reasonable price level compare to the product value rather than brand value. Moreover, they are willing to go further, deeper into smaller alleys for acceptable price while keeping the same service quality.
International brands had professional marketing strategy but they are playing in Vietnam market, where is our play ground. Therefore, with proper marketing strategy especially integrated marketing strategy to reduce budget but still have comparative amount of customers. Additional, we can use Vietnam cultural promotion such as Vietnamese people use Vietnamese product to compete with others.
When Vietnamese come to international fast food chains, they prefer food safety over taste. Many foods can come from many countries which create variety but they are still foreign taste and flavor. No one can understand the Vietnamese cuisine like Vietnamese. Therefore, if we can create a fast food product that satisfy customers’ taste and expectation while follow food safety procedure, no one will deny Vietnamese fast food.
