Vietmac fast food - marketing research and recommendations

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Vietmac fast food - marketing research and

recommendations

Nguyễn Minh Đức

Khoa Quản trị Kinh doanh

Luận văn Thạc sĩ ngành: Quản trị kinh doanh; Mã số: 60 34 05

Người hướng dẫn: Dr. Trần Đoàn Kim

Năm bảo vệ: 2011

<b>Keywords. </b>Quản trị kinh doanh; Marketing; Tiếp thị

<b>Content </b>

<b>TABLE OF CONTENTS </b>

ACKNOWLEDGMENT... i

ABSTRACT ... ii

TÓM TAT... iv

TABLE OF CONTENTS ... vi

LIST OF CHARTS ... ix

LIST OF FINGURES ... xi

LIST OF TABLES... xii

INTRODUCTION ... 1

CHAPTER 1: LITERATURE REVIEW ... 9

1.1. Marketing research ... 9

1.2. Research methodology theory and implication ... 13

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1.2.4. Data collection methods ... 19

1.2.5. Data processing analysis ... 19

1.3. The marketing analysis ... 20

1.3.1. Fast food marketing ... 20

1.3.2. Market segmentation, target market and positioning ... 23

1.3.3. Marketing mix ... 23

1.4. Franchising ... 25

CHAPTER 2: VIETNAM FAST FOOD MARKET AND VIETMAC
MARKETING REVIEW ... 27

2.1. Vietnam fast food market review ... 27

2.1.1. Overview ... 28

2.1.2. Market development ... 33

2.1.3. Consumer data ... 34

2.1.4. Competitor information ... 35

2.1.5. Vietnam Fast food Industry models analysis ... 38

2.2. V ietmac marketing review ... 44

2.2.1. About Vietmac ... 44

2.2.2. Comparative advantages and marketing strategies ... 50

2.2.3. Initial target market & customer ... 51

2.2.4. Performances ... 52

CHAPTER 3: SURVEYS CONDUCTING AND FINDINGS ... 54

3.1. Surveys conducting ... 54

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3.1.2. Target respondents and sampling ... 56

3.1.3. Questionnaires delivery ... 56

3.1.4. Data processing and analysing ... 56

3.2. Vietnam fast food market findings ... 57

3.2.1. About competitors ... 57

3.2.2. Customers‟ need, habit and satisfaction measurement ... 59

3.2.3. Behavior of people about fast food products ... 66

3.2.4. Behavior of people about price ... 67

3.2.5. Behavior of people about advertising channel ... 68

3.2.6. Behavior of people about distribution channel ... 69

3.2.7. Market structure and opportunity... 70

3.2.8. Recognition of V ietmac and comments ... 72

3.2.9. Respondents information ... 74

3.3. Vietmac satisfaction measurement ... 76

3.3.1. Satisfaction measurement comperation between Vietmac and KFC ... 76

3.3.2. Respondents summary ... 84

3.4. Other findings ... 86

3.5. Answering the research question ... 88

CHAPTER 4: SOME MARKETING RECOMMENDATIONS FOR VIETMAC . 92
4.1. Recommendations ... 92

4.2. Action plans ... 97

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REFFERENCES ... 99
APPENDIXES ... 101

<b>References </b>

Al ries and Jack Trout (2000) “Positioning, The battle of your mind”, Warner Books.

American marketing association (1960) “Marketing definitions: a Glossary of marketing
terms”, Chicago.

E. Jerome McCarthy, (1999), “Basic Marketing: A Managerial Approach”, 13th ed.,
Homewood, IL: Irwin.

Euromonitor International (November 2010), “Fast food Vietnam, Country Sector Briefing”,
<i>report.</i>

J. David hunger, Thomas L.Wheenlen (2006), “Essentials of Strategic management”, 4th

edition, Prentice Hall, p. 83.

John A. Jakle, Keith A. Sculle (2002), “Fast Food: Roadside Restaurants in the Automobile
Age”, The Johns Hopkins University Press.

Lars Perner, Ph.D (2008), “Food marketing”, University of Southern California, <i>Report.</i>
Myy, (2009), “Fast Food for Vietnam‟s Young Urbanites”, <i>Report.</i>

Peter Drucker (1973), “Tasks, Responsibilities, Practices”, New York: Harper & Row, p.p.

64-65.

Philip Kotler, (1980), “Principles of Marketing”, Prentice- Hall, Inc., page 136.

Philip Kotler (2001), “Marketing management, Millennium edition”, Prentice-Hall, Inc.,
page 4

Rodriguez, Judith, (2007), “Obesity & Health concerns”.

Robert Lauterborn, (1990), “New Marketing Litany: 4Ps Passe; C-Words take over”
<i>Advertising Age,</i> Crain Communications, Inc., p. 26.

Jennifer Packer Talwar, (2003), “Fast Food, Fast Track: Immigrants, Big Business,
and the American Dream”, Westview Press.

99

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College Pub.

World resources institute, “population, health and human well-being. Country profile:
Vietnam”

Internet sources:

Vietnam general statistic office (internet):

The „big boys‟ crowd into Vietnam‟s fast food market,

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Fastfood: cuộc đua của những “ông lớn”:
cuoc-dua-cua-nhung-%E2%80%9Cong-lon%E2%80%9D.html

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