PRINCIPLES OF MARKETING

Recommendations for

McDonald's
Marketing strategy
in Vietnam
Company Customer Competitor

Product Promotion Place Price

Physical Process People Partner

evidence
Recommendation
for McDonald’s Product
Offer a wider variety of
items that suit the local taste

OUTLINE OF DISCUSSION
TOPICS
Increase the number of
Place
outlets in Vietnam

Put in stronger promotional

Promotion
efforts
PRESENTATION OUTLINE

MCDONALD’S THREE CONCLUSION

IN VIETNAM R E C O M M E N D AT I O N S
FOR MCDONALD’S
IN VIETNAM

Made by Group 14
McDonald’s in Vietnam

MCDONALD’S THROUGH THE YEARS

2014 2017 2019

The first restaurant The first restaurant 22 restaurants
in Ho Chi Minh City in Hanoi (18 in Ho Chi Minh
City, 4 in Hanoi)
Offer a wider variety of items
that suit the local taste
MCDONALD’S PRODUCT RANGE

HAMBURGER
MCDONALD’S PRODUCT RANGE

CHEESEBURGER
MCDONALD’S PRODUCT RANGE

C H I C K E N P RO D U C T S
MCDONALD’S PRODUCT RANGE

B R EA K FA S T I T E M S
MCDONALD’S PRODUCT RANGE

SOFT DRINKS
MCDONALD’S PRODUCT RANGE

MILKSHAKES
MCDONALD’S PRODUCT RANGE

D E S S E RT S
MCDONALD’S PRODUCT RANGE

SA L A D
MCDONALD’S PRODUCT RANGE

MCPORK
MCDONALD’S PRODUCT RANGE

RICE
MCDONALD’S PRODUCT RANGE

B R EA D
17.9%
FURTHER ADAPT
17.9% of the respondents TO VIETNAMESE
want McDonald's to offer a FOOD
greater variety of items on PREFERENCE
the menu.
21.1% • promote less oily foods such as rice,
fish hamburgers, noodles and fresh
21.1% of the respondents
show concern about the salads.
seemingly unhealthy menu • emphasize the quality of ingredients
of McDonald's.
3.1%
IMPROVE THE SIZE OF THE
3.1% of the respondents PRODUCTS OFFERRED
want McDonald's to
increase its portion sizes.
Increase the outlets
About the stores • McDonald’s uses the unique arrangement
=> show the localization
- revising the whole look of the store
- reflecting the local style
- upgrading the overall customer experience

• Divided into 3 areas:

Grab & Go
Linger Zone
Flexible Zone
Increase the outlets

REASON

- McDonald’s entered Vietnam in 2014

- After 5 years, the total number of
outlets is 22
- Mostly located in densely populated
urban areas
HANOI (4)

• Tran Duy Hung

• Thai Ha
• Hoang Dao Thuy
• Hang Bai • Tan Phu
• Hong Bang
• Sai Gon Center
• etc.
HCM CITY (18)
22 OUTLETS / 36 OUTLETS / HANOI
VIETNAM
 People prefer the convenience
when buying products

However, according to our 48.3% of the correspondents say

survey: that

 McDonald's store is too far from

where they live

 There are too few stores

Increase the outlets

RECOMMENDATIONS

• Consumer’s difficulties:
=> go far
=> wait for long time (delivery service)

• McDonald’s problem: not getting

enough access to customers
Increase the outlets

HOW

- conduct survey about consumer’s demand

for McDonald’s products, especially in 2
biggest cities (Hanoi and Ho Chi Minh city)

=> Decide where to locate new outlets

Increase the outlets

WHERE

- Resident intensity
- High living-standard residents
- Convenient traffic

 Some options: Lang, Le Van Luong, Xa

Dan
PROMOTION

PERSONAL DIRECT
ADVERTISING
SELLING MARKETING

DISCOUNT &
PUBLIC
SALES
R E L AT I O N S
PROMOTION
Advertising

• Use digital, print and TV ads

• Use Zalo and Facebook as 2
main communication channels
PERSONAL SELLING
 s p
a r
l o
e m
s o
t
i
o
n

Buy 1+1 fried 1 + 1 dance

chicken challenge
PROMOTION

GIVING TOYS
WHEN ORDERING
THE “HAPPY MEAL”
COMBO

Made in Birchwood: The Annual Creators' Market

PROMOTION

THE MAIN SPONSOR OF

THE PROFESSIONAL
BASKETBALL TEAM “SAI
G O N H E AT ” F O R T H E PA S T
6 YEARS
Direct Marketing

• Partner with Grab Food

• Develop McDonald’s app /
website
 Stronger promotional efforts

Why I didn't choose McDonald's in the past 3 months

High price
Never thought of it
28.4%
30.7%

Prefer other food

Bad service
choices
0.3% Inconvenient
0.4%
location
Don't like the taste 28.8%
11.4%
High price Inconvenient location Don't like the taste
Bad service Prefer other food choices Never thought of it
 Stronger promotional efforts

I know McDonald's mostly through...

Other
3%

Online
advertisements
27%

Seeing the
Family and friends restaurants on the
5% street
65%

Seeing the restaurants on the street Family and friends Online advertisements Other
 Stronger promotional efforts
Are you concerned with the sales promotion of McDonald's?
I really care a lot
I do not care at all 7%
19%

I do care a bit
I mostly don't care 23%
about it
11%

I'm aware of it (but

don't really care)
40%

I really care a lot I do care a bit

I'm aware of it (but don't really care) I mostly don't care about it
I do not care at all
 Stronger promotional efforts

How interesting do you think McDonald's media products are?

Very boring Very interesting
13% 5%

Quite boring Quite interesting

10% 27%

Neither interesting
nor uninteresting
45%

Very interesting Quite interesting Neither interesting nor uninteresting Quite boring Very boring
 Stronger promotional efforts

Stronger promotion
by enriching Youtube content
Why
Youtube? 5 Asian countries that watch
Youtube the most

Hours spent on social media

2.5 on average

User ratio, 2nd most-

59% accessed site in Vietnam
after Facebook (61%).
McDonald’s target
customers

Between:
• 16 and 29 years old
• 5 and 14 years old
=> Easy access to social media
 CONCLUSION

Offer a wider variety of

Product
items that suit the local taste

Increase the number of

Place
outlets in Vietnam

Put in stronger promotional

Promotion
efforts
THANK YOU FOR
LISTENING