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

1. McDonald’s
Presented by:
Group 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. Richard and Maurice
McDonald
Ray Kroc

6. SLOGAN

7. -QSC&V-
QUALITY
SERVICE
CLEANLINESS
VALUE

14. Competitors in VietNam

15. Traditional food in VietNam

16. 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

18. The challenge 1:
 the material sources still can not
satisfy the demand of the company :
meat, cheese…

19. The challenge 2:
 the special taste of vietnam consumers.

20. 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.

22. 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.

23. 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

24. 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.

25. - 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.

26. The new product
Shrimp burger

27. SODA BLENDED
 Blueberry
 Raspberry
 Mojito
 Lemon sugar

28. 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