McDonald’s

Presented by:Group 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, …

Richard and Maurice McDonald

Ray Kroc

SLOGAN

-QSC&V-

QUALITY

SERVICE

CLEANLINESS

VALUE

Competitors in VietNam

Traditional food in VietNam

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 2013

285,000 228,000 2,415 46,100 41,600

Competitors in VietNam

THE MAJOR BUSINESS

PROBLEM WHY THE BRAND HAS NOT ENTERED VIETNAM YET

The challenge 1: the material sources still can not

satisfy the demand of the company : meat, cheese…

The challenge 2:

the special taste of vietnam consumers.

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.

S.W.O.T Analysis of McDonald’s

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.

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

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.

- 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.

The new productShrimp burger

SODA BLENDED

Blueberry Raspberry Mojito Lemon sugar

GRID AnalysisFactors 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

Thanks for your attention