1. TRƯỜNG ĐẠI HỌC KINH TẾ
KHOA QUẢN TRỊ KINH DOANH
----------
INTERNATIONAL MANAGEMENT
BUSINESS PROJECT
TOPIC: Protential McDonalds in Viet Nam Market
( QH2011E-QTKD)
Group 3: Dang Thi Lien
Nguyen Nam Phuong
Nguyen Hoang Long
Nguyen Thu Quynh
Nguyen Van Linh
Pham ThuyNhung
Nguyen ThiThao Ly
-HA NOI, 5/2013-

2. Table of Contents
I. INTRODUCTION. .................................................................................................................. 2
1. Brief introduction: .................................................................................................................. 2
2. Product: .................................................................................................................................. 2
3. The reason for choosing Vietnam: ......................................................................................... 3
II. VIETNAM MARKET ANALYSIS ........................................................................................... 4
1. Political .................................................................................................................................. 4
2. Economic ............................................................................................................................... 5
a. Member of WTO ............................................................................................................... 5
b. Steady economic growth. .................................................................................................. 5
c. Emerging market ............................................................................................................... 6
3. Social- Culture ....................................................................................................................... 8
a. Culture: .............................................................................................................................. 8
b. Consumption habits ......................................................................................................... 10
4. Technology .......................................................................................................................... 10
5. Legislation............................................................................................................................ 12
6. Competition.......................................................................................................................... 13
7. The cost of franchsing .......................................................................................................... 16
III. SWOT ANALYSIS ........................................................................................................... 16
1.Strengths. .............................................................................................................................. 16
2.Weaknesses. .......................................................................................................................... 17
3.Opportunities......................................................................................................................... 17
4.Threats................................................................................................................................... 18
IV. MARKET PRESENTATION STRATEGY ...................................................................... 18
1.Product strategy .................................................................................................................... 18
2.Price strategy......................................................................................................................... 21
3.Promotion strategy ................................................................................................................ 23
4. Distribution strategy............................................................................................................. 25
5. Plan of implementation ........................................................................................................ 26
V. CONCLUSION ................................................................................................................... 27

3. McDonald – firm from US and a famous brand about fast
food all over the world
Group 3: Dang Thi Lien
Nguyen Nam Phuong
Nguyen Hoang Long
Nguyen Thu Quynh
Nguyen Van Linh
Pham ThuyNhung
Nguyen ThiThao Ly
1

4. I. INTRODUCTION.
1. Brief introduction:
McDonald’s Corporation is the world’s largest hamburger fast food chains which
serves up to 64 million customers daily.
Mc Donald’s primary sells humberger,
cheeseburgers,
chicken,
frech
fries,
breakfast items, soft drink, milkshakes,
and desserts. In response to changing
customer
tastes,
the
company
has
expanded its menu to include salad, fish,
wrap, smoothies and fruits.
2. Product:
Hamburger
A juicy 100% beef patty simply seasoned with a pinch of salt and pepper, tangy
pickles, minced onions, ketchup and mustard.
2

5. Chicken & Fish
From our ever-popular Chicken McNuggets, our fabulously fresh salads or the
classic Filet-O-Fish, both chicken and fish from McDonald’s are delicious choices.
McCafé
Welcome to the world of McCafé. Whether it's our freshly made coffee or our cool
Smoothies, rich Shakes or a tasty Frappé, we've got something guaranteed to make
your day.
3. The reason for choosing Vietnam:
McDonald’s entry into Vietnam is certain to bring a new style of fast food service to
local people and will no doubt provide strong competition to similar names like KFC
(US), Jollibee (the Philippines), Lotteria (Japan), which have been in ietnam for more
than 10 years and Subway (US) which just entered.
Vietnam is a huge potential to McDonald’s global expansion. Over the years,
Vietnam has enjoyed strong economic growth, a change in spending habits,
increasing demand for western brands, growth in urban population and a major
tourist destination. Vietnam now has a more prosperous population with disposable
3

6. earnings and a cultural tendency to expend it on fast food in the large urban centers
of Ho Chi Minh (HCM) City, Danang, Hai Phong, Hanoi, and Can Tho. Vietnam’s two
main cities are Hanoi and Ho Chi Minh City. In the middle of these two cities is the
famous shoreline where local and international tourists visit to adore the remarkable
scenery of the beaches and islands on the South China Sea. These cities are rapidly
gaining attractiveness and the associated fast food service industry is facing
increasing demand.
II. VIETNAM MARKET ANALYSIS.
1. Political.

In 1986 Vietnam introduced Doi Moi (“economic renovation”) the key aim of
this policy was to open Vietnam to foreign investment.

Vietnam has not recently faced any serious threat to its powers and the
situation is expected to remain the same in the coming years. However, in
2011, the disputes over the East Sea was the main cause of some changes in
relations between Vietnam and some important countries in the world,
especially the Vietnam -China and Viet Nam - U.S. Tension in the East Sea
has escalated due to China's provocative acts in May, 2011.
4

7. 
Government is paying more attention to the benefits and interests of
customers.

Many laws have been passed to define the responsibilities of business firms.

Business firms must meet the requirements on product safety, labor laws,
truth in adverts, environmental issues, and customer’s interest and so on.
2. Economic.
a. Member of WTO.
Vietnam has become the 150th World Trade Organization member after a 12-year
wait, Vietnam has been a member of the WTO since 11 January 2007.
When Vietnam is a member of the WTO, they must comply with the stricter and
fiercer regulations, so the competition will ensure the fairness for all domestic
companies and foreign companies. Vietnam must grant national treatment rules for
the other members of the WTO, mean that they must conduct tariff reduction and
bind all tariff lines, and to remove non-tariff barriers in a time certain.
b. Steady economic growth.
Since the beginning of this century, it has held 3rd place in average annual GDP
growth, just behind China and India (Lehmann, 2010) while per capita income rose
from $220 in 1994 to $1,052 in 2009 (U.S. Department of State 2010). Standard and
Poor’s ratings lowered their outlook on Vietnam from stable to negative in May 2008
which was prescient as Datamonitor indicated that the GDP growth plunged to 3.2%
in 2009.
In 2012, GDP per capita is at around 1500 USD / year, is low compared with the
area, but if you look at the GDP per capita in the two major cities, Hanoi and Ho Chi
5

8. Minh City, we can see a GDP per capita in these two cities is higher than the
national average pretty much (in 2012, Ha Noi at around $ 2,200 /person, Ho Chi
Minh City is $ 3,600 / person).
c. Emerging market.
Vietnam is a true emerging market offering ground floor and growing opportunities
for foreign exporters and investors. Vietnam’s major exports reached $70.7 billion in
2008. Its main export partners were the US (20.8%) and Japan (12.5%). Its major
imports rose to $80.4 billion in 2008 and its partners include China (19.9%),
Singapore (12.1%) and Taiwan (11%).
Vietnam is carrying out the goal of becoming an industrialized and modern economy
by 2020 and meets the ambitious target: stabilize the economy, build world-class
infrastructure, create a skilled labor force, and strengthen market-based institutions.
According to Vietnam Development Report (VDR) 2012, meeting these aspirations
will not be easy. In fact, the country has experienced bouts of macroeconomic
turbulence in recent years—double-digit inflation, depreciating currency, capital
6

9. flight, and loss of international reserves—eroding investor confidence. Besides, rapid
growth has revealed new structural problems. The quality and sustainability of
growth remain a source of concern, given the resource-intensive pattern of growth,
high levels of environmental degradation, lack of diversification and value addition in
exports, and the declining contribution of productivity to growth. Vietnam’s
competitiveness is under threat because the power generation has not kept pace
with demand, logistical costs and real estate prices have climbed, and skill shortages
are becoming more widespread. And these difficulties strongly existed in 2011.
Concretely, the inflation in 2011 was 18.13%; the growth of GDP has slowed
(5,89%). Domestic and international gold price gap increased. The Corruption index
2011 from Transparency International ranked Viet Nam at the position 112.7 This
shows that Viet Nam has been faced one of the most difficult challenges of economic
development.
In terms of financial, according to the document of World Bank, in 2011, foreign
direct investment inflows (to Viet Nam) continued at a steady pace, although new
commitments declined. International reserves increased in the first half of the year
7

10. while the Vietnamese dong benefitted from a period of relative calm. In the last
quarter of the year, however, exchange rate fluctuations increased due to volatility in
gold prices, deepening uncertainties and the seasonal increase in demand for
foreign currency as the year end approaches. With approximate 9 billion U.S. dollars,
the amount of money coming from overseas Vietnamese was one of the biggest
sources of foreign currency in 2011. This amount is equivalent to the amount of FDI.
Hong Kong, Singapore, and Japanese are the countries that contributed the biggest
investment to Viet Nam in 2011. Hai Duong, Ho Chi Minh city, and Ha Noi are three
places that has been most invested in recent time. The sectors that most attract the
attention of foreign investors are processing industry, electricity supply, and
accommodation and dining service.
3. Sociai– Culture.
a. Culture.
The population of Vietnam is 89.2 million (July 2010) with 26% under the age of 14.
It has a 28% urban population with 3.1% rate of change (2005-2010). Vietnamese
have a life expectancy of 71.94 years.
Some of the traditional cultural influences are the teachings of Confucianism, the
role of the family (Elliot, 2001) and the concept of Face in Vietnamese society. These
8

11. influences are still prevalent especially in rural areas but are coming under
increasing pressure from western influences such as consumerism and globalization
due to its young population. There is an increase in demand for consumer and
material goods, leisure activities and foreign and local travel.
Food is a very important part of Vietnamese culture. The Vietnamese not only enjoy
eating but believe eating good food can bring harmony and closeness to the family
and relationships. The types of foods are chosen to bring luck and these vary from
province to province. Buying daily for fresh food is essential for all Vietnamese
cooking. In general, Vietnamese people are not as concerned about nutrition as
Westerner. They are more concerned with the quality of the foods.
Like everything else, Vietnamese food also differs geographically from location to
location. North Vietnam’s food uses soy sauce, fish sauce and prawn
sauce and has many stir fried dishes. With harsh weather and less developed
agriculture than the South, North Vietnamese tend to use less meat, fish and
vegetables; and black pepper (instead of chili) to create spice. The taste is strict and
less sweet, but more salty than in other regions. Central Vietnam is distinct in its
extreme spices and color of food. Hue’s cuisine, affected by royal cuisine once
created for kings and queens, emphasized on quality and quantity – A meal
constitutes of many complex dishes served only at small proportions. Southern
Vietnamese are heavily affected by Cambodia, Thai and Chinese cuisines (due to
trade and immigrants). Southerners prefer sweet tastes (created by adding sugar or
coconut milk) and spicy tastes (created by chili peppers).
9

12. b. Consumption habits.

With higher standard of living, many people tend to eat out more. Specially,
young people willing to spend money to test things. Now, many young people
want to go out with friends, the fast food restaurants is the ideal place, just
clean, good food, suitable price.

Vietnamese like to buy at a cheap price.

Careful in buying decisions.

Not loyal to one product, but some are likely to choose the products they trust.

Vietnamese prefer to try products by themselves than to believe
salespersons.
4. Technology.
In terms of technology, Viet Nam is a rapidly developing country. The year 2011 was
the beginning of the strategic plan of economic and social development, period
2011-2020, in which infrastructural building is considered as one of main targets.
With this plan, the country has been building many expressways and will let the local
transport network be eventually upgraded to meet the requirements of rural
industrialization and modernization, and connect itself with the national system.
In addition, the above plan also includes a project which will work to narrow its
scientific and technological gap with the world in some key fields by 2020. To launch
this project, the Government will give top priority to enhancing the competence of
scientists and related managers while encouraging the organization of training
courses partnered with foreign competent partners. According to the project, the
Government will focus on scientific and technological renovation to sharpen the
10

13. competitive edge of local products and assisting businesses to purchase patents in
some prioritized areas: biotechnology, information technology, new materials
technology - nanotechnology , manufacturing technology and automation.
An estimated 2.0% of Vietnamese households have a broadband-enabled computer,
representing a significant increase from the 0.1% of households in 2005. The rapid
uptake is partly as a consequence of the ease and low price of connection.
According to the Ministry of Information and Communication, there were 22.8 million
internet users in Vietnam in 2009, accounting for 26.6% of the total population, and
an increase of 112.7% on 2005. For number of internet users, Vietnam has been
ranked seventh highest among the countries with high internet use in Asia, by
Internet World Stats. There is increasing consumer interest in technology and
technical gadgets (Steinglass, 2010). Industry specialists estimate that there are 50
million actual subscribers to mobile phones.
The IT Hardware and software markets have grown 13-15% per year for the past 5
years, which are mainly imports as Vietnamese manufactures are still relatively new
to the market. Hard market is 89% market share by foreign suppliers which shows a
low level of indigenous innovation.
As a new member of the World Trade Organisation, Vietnam will continue to
implement tax cuts as part of its commitment under the information technological
agreement. This all illustrates a country open to adopt new technologies but lacking
in knowledge and dependent on external expertise.
 Modern and high-tech equipment are in use.
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14.  Standard of living has improved due to people living in more convenient
conditions and is offered various products and services on demand.
5. Legislation.
Following the open-door policy of 1986, Vietnam has enacted its Constitution in 1992
to strengthen legal institutions and to pave the way for its party-led economic reform.
Vietnam improve its legal system in order to create a favorable environment for the
development of a multi-sector market economy as well as a more open and stable
investment environment. During recent years, many laws and regulations have been
enacted to establish the legal framework for the open-door policy and to comply with
the integration requirements of international agreements, of which the most
important laws include:
The Civil Code (2005)
The Labor Code (1994, as amended in 2002 and 2006)
The Commercial Law (2005)
The Law on Enterprises (2005)
The Law on Investment (2005)
The Law on Credit Institutions (1997, as amended in 2004)
The Land Law (2004)
The Law on Accounting (2004)
Law on Real Estate (2006)
Law on Tax Administration (2006)
Law on Social Insurance (2006)
Law on Personal Income Tax (2007, effective as 1 January 2009)
12

15. Law on Corporate Income Tax (2009)
Law on Value Added Tax (2009)
The main legislation governing foreign direct investment (FDI) activities are the Law
on Investment and the Law on Enterprises in Vietnam. With a view towards creating
a comprehensive legal framework for FDI activities in accordance with international
standards, Vietnam has signed and acceded to various bilateral and multilateral
arrangements on investment, such as agreements for the promotion and protection
of investment with 46 countries and territories, Framework Agreement on the ASEAN
Investment Area (AIA), etc. The international agreements contain provisions
inconsistent with the provisions of the legal instruments on FDI; the provisions of the
international agreements shall be applied.
 Weak and evolving legal system.
 Judiciary is controlled by the ruling party (CPV).
 Vietnam is constantly passing progressive laws that are making it more open
for foreign investors to do business.
 Potential government interference to satisfy their own agenda.
6. Competition.
McDonald’s will face intense competition in Vietnam local with both Vietnamese
competitors and foreign competitors.

The Vietnamese competitors:
Now, in Vietnam, there are so many sidewalk bakery, we cannot count exactly, but
one thing is very clear that the sidewalk bakery appear everywhere from the
downtown to uptown.
13

16. Walking around the streets we can see many street vendors like tea, noodles, bread
soup, pancakes, fried fish ball ... The cuisine is very diverse and cheap. It is suitable
for many for people.
 With so many "competitors" and the consumption habits of Vietnamese often
eat out in street vendors, so it is a challenge for McDonald's.

The foreign competitors.
At present, some fast food chains in Vietnam such as Lotteria is still leading the
domestic fast food market with 146 shops, while KFC has 134 and Jollibee 30.
However, KFC has higher growth rates and turnover.A report of Euromonitor showed
that KFC led the fast food industry in Vietnam in 2011.
Its biggest rival is KFC (Yum Brands) which has 134 outlets and has operated for 16
years in Vietnam (from 1997). Vietnamese customers are already familiar with their
brand and they have been expanding by the year. KFC has a well-developed
distribution system that permitted it to gain access to places other than the main city
locations. KFC marketing policies focus on the young population and children with
14

17. special marketing programs. KFC is also planning to launch their drive-thru
restaurants.
Lotteria is one of the most successful restaurant chains in Vietnam. Lotteria invested
in Vietnam from 1998, now it has 146 restaurants. Lotteria offers a range of
promotions such as discounts of fifteen percent to twenty percent to make their
restaurants more attractive to Vietnamese customers. With a steady expansion
strategy, Lotterria has vowed to continue to conduct research and develop products
and services to make them suitable with Vietnamese customers.
15

18. Jollibee (start in 1996) with 30 restaurants has seen Vietnam as a key market to its
growth.
Beside 3 big and long-standing fast food brands, recently, several fast food brands
also have entered Vietnam market such as Burger King, Pizza Hut, Afresco.
7. The cost of franchising.
Who could be the partners of McDonald’s then? It’s obvious that the businesses or
individuals who have the plan to become McDonald’s partners need to be very rich.
It’s simply because McDonald’s is a big brand name with high value which would set
up very high requirements.
Regarding the franchising fees, the initial fee would be no less than $45,000.
Moreover, the franchisees would have to pay a lot of other kinds of fee.
In general, there are two kinds of expenses to bear, the pre -operation expenses,
and the expenses to be spent during the operation. It is estimated that the total
investment capital for every McDonald’s shop, which includes the franchising fee,
premises rents, equipments and interior decoration, could be between $214,000 and
$2.1 million. And in order to succeed and profit in Vietnam, more than 88% of its
McDonalds franchisees have more than one shop.
III. SWOT ANALYSIS.
1.
Strengths.
-
There areenthusiastic and responsible staffs.
-
There are strong public relations strategies: the implementation of good
16

19. corporate social responsibility promote the company's image
Franchise System: strong franchising strategies helps companies to expand the
market further.
-
Modern Technology: Applying the standard and modern production models
-
McDonald’s will be able to implement its QSCV Principle
-
McDonald’s Quality assurance and good customer service are better than
competitors : Information products are always made public: the disclosure of
nutritional ingredients helps companies to expressed interest to customers and
demonstrate their responsibility. Ensuring the safety of food is an opportunity to help
the company further develop the market in the period of increasing demand for heath
standards.
-
Aggressive competitive strategy
-
Low price of products
-
Ability to learn from competitors’ mistakes
2.
-
Weaknesses.
Late Entry: Entering market late may cause company to face difficulty in
approach customers due to buying habits.
-
The franchises store may face many risks to management.
-
Limited Menus than competitors
-
Contribution to obesity
3.
-
Opportunities.
Largest metropolitan city in Vietnam with 9 million people. Majority of the
population is young and literate.
-
Economic center of Vietnam- GDP per capital is $2800 compared to Country’s
17

20. average of $1042. Fast growing economy that has reduced poverty rate to the barest
minimum.
-
Good transport and communication systems.
-
Tourism haven
-
Huge pool of skilled labor force
-
Increase in demand for fast food in Vietnam
-
Innovation in product and services
-
Fast food penetration still low which is an opportunity for growth
4.
Threats.
-
More local and foreign competitors rising quickly.
-
Government policies on fast food and healthy meal:
-
The existence and development is a difficult task for all businesses included Mc
Donald during the recession of economy
-
Outbreak of bird flu.
IV. MARKET PRESENTATION STRATEGY
1. Product strategy
Permanent Product Strategy.
McDonald's features several products on their menu that are permanent and do not
change. Examples of this include their basic hamburger and cheeseburger, the Big
Mac and the Quarter Pounder. After the initial development, these items remain on
the menu for extended periods of time without undergoing significant changes. This
strategy ensures that there is always something familiar for consumers on the menu.
18

21. Type of product :
Burgers & Sandwiches
Chicken & Fish
Breakfast
Salads
Snacks & Sides
McCafé
Beverages
Desserts & Shakes
Temporary Product
Strategy.
In addition to its permanent product offerings, McDonald's regularly develops
temporary products. The McRib, for example, is a product that is offered only
seasonally. The Big Ocean burger is an example of a
burger that was developed as a temporary product,
offered only for a few months in 2007. The purpose of
this product development strategy is to give
customers something new to experience on each visit
and to experiment with new items that may become
permanent.
19

22. Local Product Development Strategy.
As McDonald's has expanded internationally, it has created several products to meet
consumer demand in the local markets. In the Netherlands, for example, they have
developed the McKroket, a burger featuring a typically Dutch kroket, a deep-fried,
ragout-filled patty. In the Canadian province of Quebec, McDonald's offers poutine, a
traditional dish of french fries, gravy and curd cheese. Even in parts of New England
and Atlantic Canada, they have developed the McLobster, their version of the local
lobster roll sandwich. This strategy ensures that local customers have foods to fit
their tastes.
In addition to its permanent product offerings, MC’s Donald also develop temporary
products, local products and local adaptation products which are suitable for
Vietnamese tastes.
20

23. Local Adaptation Strategy.
In addition to developing new products for local markets, McDonald's will also use an
adaptation strategy whereby they take a product and modify it to fit local tastes. In
India, for instance, the Big Mac has been modified into the Maharaja Mac which
contains no beef, in keeping with local diets. In Greece, the Big Mac has been
adapted to use a pita bread instead of a bun. Even the McLobster has been adapted
to the McCrab in some U.S. markets where crab is a common food.
Vietnam is country developed in agriculture. McDonald’s will ready get raw materials
like milk, vegetables and potatoes
while the company can export the excess
supplies to other countries.
McDonald’s will focus on strategies related to quality breakfast, convenience, menu
additions, value for money, extended hours of service, drive through restaurants and
delivery services.
2. Price strategy.
21

24. Mc Donalds follows Value pricing as it offers its products at a much cheaper rate
as compared to its competitors like KFC etc.It also uses bundling strategy by
offering combo packs to increase overall sales in combination with competitive
pricing.
McDonald’s will franchise some of its restaurants in Vietnam to reduce the
business expansion cost and create more jobs opportunities for the local people.
If you build a McDonald's in the right area, the people will come, but good pricing
surely plays a role in getting them to come back. One of the main elements of
McDonald's marketing strategy is effective pricing of their product. Knowing that their
target market consists in large part of families, who often need an affordable way to
dine out with the children, their menu over the years has been priced in a way that
allows virtually anyone to eat at McDonald's and enjoy a quality meal without
spending a large amount of money. What it
reallycomes down to is value- people enjoy
McDonald's food which is a big part of
repeat business; the best pricing in the
world will not sell a product if the consumer
22

25. does not perceive value in what they are purchasing (McCracken, 1990). In fact,
McDonald's states this outright in their "Value Menu" offerings of recent years, which
provide selected menu items at a bargain price, most times, $1.00 or less. To
integrate another marketing concept into the strategy of the Value Menu, the items
on the Value Menu often serve as "loss leaders" in order to sell other products which
are profitable; for example, you may purchase McNuggets for $.99, which represents
a tiny if any profit for McDonald's, but the French fries and soft drink that you select
to accompany the McNuggets are usually profitable, so that you have gotten a good
price, but McDonald's has also realized a profit. Loss leaders are an age-old
marketing strategy that McDonald's has raised to an art form.
In a form of quid-pro-quo, the concept of giving something to
get something more valuable in return has become a theme
in the menu of this fast food giant, and again, it is done so
well that the average person does not realize it, which is one
of the ideas of skillful marketing to begin with.
3. Promotion strategy.
When talking about McDonald's within the scope of marketing promotion, one hardly
knows where to start. As a general statement, it is fair and accurate to say that
promotion is one of the pillars of McDonald's success. Let us clarify this statement;
while it is indisputable that McDonald's has built a loyal following for decades through
a quality product, easy availability and value, none of these wonderful things that
McDonald's has perfected would be known by anyone if they were not properly
promoted. The success of the promotional message is evidenced by the crossgenerational loyalty of customers and many other factors.
The promotion that McDonald's utilizes takes many forms and has evolved over the
23

26. years. Their longest-living promotional "spokesman", who is known in virtually every
corner of the planet, is Ronald McDonald. This cartoon-like character (who has in
fact been portrayed by real-life actors and cartoon characterization alike) brings
smiles to the faces of "children of all ages" and lends a sort of hometown good
feeling to McDonald's restaurants. As an offshoot of Ronald McDonald, the cast of
characters over the years has expanded to include such luminaries as HamBurgular,
Mayor McCheese, and Grimace, the purple hero of billions of people long before
Barney the Dinosaur ever existed. These carefully created characters not only
promote good will for the company as a whole, but their appearance and names in
many cases cause an association with a certain menu offering within the mind of the
customer.
Another recent marketing phenomenon that McDonald's has struck gold with is
product placement. Not to be confused with their product strategy, this instead refers
to having McDonald's products and logos clearly visible in motion pictures and
television programs, which McDonald's pays big dollars for, of course. For example,
when the gang on "Friends" is eating Quarter Pounders, it is advertising within the
plot of the show itself, so even those who ignore regular television commercials
receive the McDonald's marketing message without realizing it.
McDonald's also engages in a sort of "co-operative" marketing with popular movies
by offering "limited edition" collectibles or toys featuring characters from the movie,
often along side Mayor McCheese or HamBurglar. The collaborative effort attracts
moviegoers to the restaurant and vice versa - -everyone wins!
Within conventional promotion as well, McDonald's spends billions of dollars each
year on print, radio and television advertising. This advertising allows McDonald's to
use their well established characters such as Ronald and Grimace to communicate
24

27. the message that "you deserve a break today". In some cases, celebrities and sports
personalities are used in advertisements for the product, in order to appeal to a wider
audience beyond children and the McDonald's faithful.
Another promotional tool that McDonald's has skillfully used in recent years is the
promotion of "healthy" menu items such as salads, fruit and yogurt, and the like. This
was likely sparked by the government requirements that restaurants such as
McDonald's make public the nutritional facts of their food. Turning this into a positive,
they have added "healthy" items to the menu and emphasized them both in an effort
to appeal to a new market segment, but
also to downplay the less than positive
nutritional facts of many of their traditional
menu offerings. If the traditional McDonald's
customers eating habits have changed, the
menu has also changed to accommodate
them. This is an excellent example of
marketing that evolves in relation to the
changing needs of loyal customers. At the
risk of sounding too technical, this is truly innovative.
4. Distribution strategy.
 HCM city is an area with a growing middle class who will be the most likely to
visit McDonald’s restaurants.
The city is also suitable as a start up due
adequate infrastructure, government support, low tax and convenience. So it
is the to open the first best city conditions restaurant.
25

28.  After that, Expending expend it in other large urban centers of Ha noi, Da
Nang, Hai Phong, and Can Tho .
 McDonald’s will partner with the Vietnamese Ministry of Agriculture and its
associations to facilitate smooth business operations. This type of venture will
give McDonald’s the ease of receiving agricultural supplies, buy supplies and
build up distribution channels. It will also establish a good network of local
farmers, manufacturers, and other suppliers needed for McDonald’s business.
5. Plan of implementation.
 Using a scheme that will satisfy their Vietnamese employees through a
benefits program that will energize, attract, retain and reward talented staff
who will be able to generate superior results and boost the corporations
leadership position in the fast food industry.
 Conducting a comprehensive market survey of competitors’ store locations in
Vietnam combined with demographic data that will help McDonald’s
management discern market gaps, improving profitability and overall
efficiency.
 Continuing to have the right products at the right price. Consumer taste
inclinations are changing daily and McDonald’s must respond by providing a
variety of taste and price preferences in order to maintain their competitive
advantage alongside other fast food companies.
 Distributing outlets into showplaces. The “green field” entry strategy will be
used to build restaurants that will always look fresh and contemporary.
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29.  Keep promoting the brand in Vietnam. This includes motivating the employees
to work for the brand, taking the lead on environmental issues and promoting
consumer health matters.
V. CONCLUSION.
McDonald’s will encounter some tough challenges as it grows to new markets.
Fundamental to its prospective success will be maintaining its core strengths—a
persistent emphasis on consistency and quality—while prudently testing with
innovative options. These new initiatives could include identifying more with the local
market andintroducing sophisticated restaurants under novel brands that wouldn’t be
burdened with McDonald’s fast-food image. McDonald’s could also look into growing
more aggressively in other Asian and African countries where the prospects for
substantial growth are greater.
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