Mc Donald

Vietnam

Team members:
NGHIEM Anh Thu
NGUYEN Duy Tuan
LE Thi Quynh Trang
 Table of Content
.
Introduction
Marketing Research Process
Mc Donald Vietnam
 Part 1 Introduction
Orginated in California, USA, 1954
Fast food industry: Foods with pre-cooked or pre-cooked ingredients that are sold in
.
restaurants or shops that can serve customers quickly, conveniently and inexpensively.
One of the most recognized and respected brands in the world
Established more than 30,000 franchising stores in 119 countries
Serving more than 47 million people each day
Generating about $15 billions revenues annually

Number of stores: 24 (increase gradually by year from 2014 – 2022 – 3 stores

increase/year)
Order online (87% of total): 15% , highest is 52% (KFC), lowest is 1%(Subway)
Recognition of fast food: 60% after KFC (84%) and Lotteria (62%)
Most popular fast food chains for online ordering in Vietnam as of August 2020

Source: https://www.statista.com/statistics/1186552/vietnam-most-
ordered-fast-food-chains-online/
Research Question

After 5 years:
McDonald Vietnam
success of failure
 PART 2 MARKETING RESEARCH
PROCESS

STEP 1 STEP 2 STEP 3 STEP 4 STEP 5 STEP 6

Define the Marketing Data Collection.Data Analysis Finding Making

problem Reserch Dicision
Plan
 Ph

PART 3
Mc Donald
VIETNAM
Mc Donald chain in Hanoi & Ho Chi Minh
 Define the problem
.

Evaluate the Mc Donald in Vietnam failure or success

1
 Marketing Research Plan
Data Sources: Secondary Data
Year Name Type Source
.
2020 Fast-food eating Report Source: https://qandme.net/en/report/Fast-food-eating-behavior-and-popular-
behavior and polular chains.html
chains

2020 Vietnam most ordered Report Source:

fast food chains online https://www.statista.com/statistics/1186552/vietnam-most-ordered-fast-food-chai
ns-online

2
2020 Store Counts by Country Report Source:
https://corporate.mcdonalds.com/content/dam/gwscorp/assets/investors/financial
-information/Supplemental-Information/Restaurants%20by%20Country
%202020.pdf

2020 Anaylysis of Mc Donald Paper https://www.researchgate.net

entry strategy into /profile/Nguyen-Tien-32/publication/342623916_Analysis_of_McDonalds%27_entr
Vietnam market y_strategy_into_Vietnam_market/links/5efd72dfa6fdcc4ca444988d/Analysis-of-Mc
Donalds-entry-strategy-into-Vietnam-
market.pdf
2014 Mc Donald Vietnam Working paper https://www.academia.edu/7242438/Mc_Donalds_Vietnam_Strategic_Analysis
Strategy
 Marketing Research Plan
Data Sources: Secondary Data
Year Name Type Source
.
2019 Customization and standardization of the Paper https://scholar.google.com/scholar?
business strategy of foreign enterprises in hl=vi&as_sdt=0%2C5&q=mcdonald+restaurant+in+vietnam&btnG=#d=gs_
Vietnam – The Mc Donald Case and the fast qabs&u=%23p%3DrlIVgM9chz4J
food sector

2020 Decision to choose fast food restaurants of Paper https://www.researchgate.net/profile/Ha-

the young people in HCMC Vietnam Giao/publication/339078623_Decision_to_choose_fast_food_restaurants_
of_the_young_people_in_HCMC_Vietnam/links/5ed70fe245851529452a4

2 2014 Mc Donalds in Vietnam Paper

933/Decision-to-choose-fast-food-restaurants-of-the-young-people-in-
HCMC-Vietnam.pdf

https://www.scribd.com/doc/95660907/McDonald-s-in-Vietnam

2015 Challenges in entering Vietnamese market Paper https://core.ac.uk/download/pdf/38126983.pdf

for companies in the sharing economy

2016 AN ANALYSIS OF FACTORS IMPACT ON Paper https://www.eajournals.org/wp-content/uploads/An-Analysis-of-Factors-

CUSTOMER SATISFACTION IN Impact-on-Customer-Satisfaction-in-Vietnam-Restaurants.pdf
VIETNAM RESTAURANTS: CASE OF FAST
FOOD RESTAURANTS
2016
 Data Collection
PEST MODEL:
P (Political) E (Economic) S (Social-cultural) T (Technological)
.
• Since the entrance • Vietnam has a • Young and dynamic • Mc Donald build the
to WTO, rapidly & stable people easily accept drive-thru section
Vietnamese growing economy and adapt new with a touch-active
government has with more than 90 trend from western screen that makes it

3
had a lot of policies million people countries easier for customer
to encourage FDI • Fast food has been to order without
• Vietnam political playing an essential queuing
situation is role in modern and • Apply technology to
supposed to be busy life enable fast and
stable and there convenient
would not many payment & service.
changes in
regulation and
administrative
system in the near
future
 Data Collection
FIVE FORCE MODEL:

.
The threat of Intensity of rivalry
The threat of new The bargaining power The bargaining power
substitute products among competitors in
entrants of buyer of suppliers
and services an industry
• The threat of new • In Vietnam, buyer • Mc Donald meet a • There are great • There has been a
entrants to power is high difficulty in finding number of fierce battle among
Vietnamese fast because of (1 domestic supplier substitutes on giants such as KFC,
food industry is very Vietnamese market • Almost raw material Vietnamese fast Burger King,
low due to high population with must import then food due to eating Lotteria, Jollibee,
barrier of the over 90 million the production cost habit of Vietnamese Pizza Hut, ect
industry people (2) the might rise up people
popularity of • The potential threat
traditional food in of Mc Donald
Vietnam because of
customers’
awareness of
diseases that are
caused by fast food
like obesity and
dyslipidemia
 Analysis and Findings

4
&
5
 Making Dicision

Have not enough evidence to conclusion that Mc Donald

Vietnam success of failure
6
Need to investigate more in the future to find out the reality of
Mc Donald Vietnam
THANK YOU

Team members:
NGHIEM Anh Thu
NGUYEN Duy Tuan
LE Thi Quynh Trang