1.

Marketing:
McDonald’s have presented clear signals of “Skimming” strategy since opening the first
outlet. They focuses on high income customers who have cars and willing to pay
reasonable high price for McDonald’s fast-food experience. Launching “the first drive-
through service in Vietnam” and choosing a strategic place to locate the restaurant (on
Dien Bien Phu Street, a road leads to northern provinces and links to the other southern
localities — the important economic and tourism centers — such as Dong Nai, Binh
Duong and Ba Ria — Vung Tau), McDonald’s would desire to serve meals to about
250,000 car owners of the South.

McDonald’s is a for-family brand and they also orient to open a great number of outlets
in Vietnam, therefore, they have to engage the millennial generation through “Mass
Media”. They take full advantages of great international brand to attract attention of
media and public. They build large-size restaurant to serve thousands guests per day.
They are active on social media. Fanpage Facebook of McDonald’s Vietnam gets 259.000
likes and 16.800 people interacts frequently.

2. Production:
In order to conquer the market, a fast food brand needs to understand the needs of
customers and, especially, the country’s culinary culture. They need to strike a balance
between serving traditional items and modifying and offering the right menu for local
tastes.
McDonald’s expects to trigger a new wave in Vietnam’s fast food sector by adding a dish
familiar to the vast majority of the population, especially the younger generation: crispy
fried chicken. There are still challenges the famous fast food chain must deal with,
however, to successfully conquer the hearts of Vietnamese customers.