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
17.
18. The challenge 1:
the material sources still can not
satisfy the demand of the company :
meat, cheese…
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.
21.
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.