Marketing Plan For McDonald's in Vietnam - Assignment Paper

1948 Words Nov 9th, 2013 8 Pages
Contents

1. EXECUTIVE SUMMARY

The McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, with 31000 restaurants, serving around 68 million customers daily in 119 countries. The business began in 1940, with a restaurant opened by brothers Richard and Maurice McDonald. Over 80% of its outlets are franchised.

McDonald’s success secrets lie in their excellence in the areas of food making, customer service and restaurant decorations as well as their brand management strategies.

Preparations are under way to open the first McDonald restaurants in Vietnam soon. This marketing plan attempts to point out the strengths and challenges as well as solutions for
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McDonalds Plan to Win
McDonalds customer – focused Plan to Win provide a common framework for its global business yet allows for local adaptation. Through the execution of initiatives surrounding the five elements of its Plan to Win – People, Products, Place, Price and Promotion – McDonalds has enhanced the restaurant experience for customers worldwide and grown comparable sales and customer visits in each of the last eight years. This Plan, combined with financial discipline, has delivered strong results for company’s shareholders.
Technology Innovative
McDonald’s is keeping at the forefront of technology around the globe. For example, In Brazil McDonald’s is currently studying the installation of Internet access terminals in some outlets as well as enabling customers to order online. This will create a more efficient process that will reduce the amount of lag time between a customer’s orders and pick up of the order.
7. Weaknesses
Unhealthy food menu.
Although McDonald’s tries to introduce healthier choices in its menu, the menu is largely formed of unhealthy meals and drinks. Such menu offering prompts protests by organizations that fight obesity and hence, decreases McDonald’s popularity.
Customer losses due to fierce competition
McDonalds has to compete with many strong brand names in the fast food industry such as KFC, Burger King or Lotteria. This fierce competition makes McDonalds lose a

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