LITERATURE REVIEW
Marketing research
We now will scan for some theories about task and definition of marketing research, marketing information system, and marketing research process
Market research will provide specific market information that will permit the firm to select the target market segment and optimally position the offering within that segment.
The task of marketing research is to make the information used in decision making more accurate The emphasis of marketing research is to shift decision makers from intuitive information gathering to a systematic and objective investigation
As American marketing association: Marketing research is defined as the systematic and objective process of gathering, recording, and analyzing data for aid in making marketing decisions 2
After that, it expanded as: Marketing research is the function that links the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process Marketing research specifies the information required to address these issues, designs the methods for collecting
2 American marketing association (1960) Marketing definitions: a Glossary of marketing terms , page 17 information, manages and implements the data collection process, analyzes, and communicates the findings and their implications 3
One of the most essential tasks of marketing research is to provide information for making decision Has many alternative sources and type of information It may be available or gathered from a survey Managers usually complain of a lack of right information, they were also overburdened with too much irrelevant information
Resolution for this trouble, information should be managed systematically Further, as marketing research grew in importance during the 1950s and early 1960s, managers realized that unsystematic handling of isolated problems as they occurred was not the most effective means for gathering information This more effective type of thinking, along with the widespread use of computers, led to the development of the marketing information system (MIS) concept
A marketing information system is a continuing and interacting structure of people, equipment, and procedures design to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information for use by marketing decision makers to improve their marketing planning, execution, and control 4
In introduction, six phases of research had been listed Now, Figure 3 Follow chart of the research processshows the decisions that researchers must make in each phase
3 American Marketing Association (AMA) - Official Definition of Marketing Research
4 Philip Kotler, Principles of Marketing (1980, page 136)
Figure 3 Follow chart of the research process 5
The process begins with problem discovery Indentifying the problem is the first step toward its solution
Correctly defining the problem is the crucial first step in the marketing research process If the research problem is defined incorrectly, the research objectives will also be wrong, and the entire marketing research process will be a waste of time and money
Exploratory research is often conducted during the initial stage of the research process The preliminary activities undertaken to refine the problem into a
5 William G.Zikmund, Exploring marketing research, 2 nd edition, 1986, p.42 researchable one need not be formal or precise The purpose of exploratory research is a progressive narrowing of the scope of the research topic and a transformation of the discovered problems into defined one incorporating specific research objectives
Researchers have three basic techniques for discovering insights and gaining a clearer idea of the problem: secondary data, experience survey, and pilot studies
Statement of research objectives After defining the problems, with or without exploratory research, the researcher should make a formal statement of the problem and research objectives It points out the type of information that should be collected and provides a framework for the scope of the study
Research design After the researcher has formulated the research problem, the research design must be developed A research design is a master plan specifying the methods and procedures for collecting and analyzing the needed information, it is a framework for the research plan of action
Selection of the basic research method takes an important role In general, there are four basic design techniques for descriptive and causal research: survey techniques, experiments, observations and secondary data studies Which techniques should be utilized depend on available data sources, the urgency of the decision, and the cost of obtaining the data
Once the proper design has been determined, the researcher moves on the next phase: sampling
Sampling involves any procedure that uses a small number of items or that uses parts of the population to make a conclusion regarding the whole population
The next sampling issue concerns sample size Sample size means that how big should the sample be?
Gathering or collecting information should be conducted after all above phases
Correlative with research techniques, there are many methods of data gathering such as: secondary methods, observation, mail interview, telephone interview, personal interview, focus group
Once data gathering has been completed, the data must be converted into a format that will answer the research question Data processing generally begins with the editing and coding of data Editing involves checking the data collection forms for omissions, legibility, and consistency
Before data can be tabulated, meaningful categories must be established for groups of responses The rules for interpreting, categorizing, recording, and transferring the data to data storage media are called codes
Finally, conclusions and reports are made for managerial decision.
Research methodology theory and implication
This section discusses more about the research design and methodology The first concept that the author mentions is research purposes? After that, which method approach should be used, in method approach theory, the author mentions about types of research, research approaches, and choosing a basic method of research
Which types of research should be applied, Exploratory research, Descriptive research, Analytical research, Predictive research and why they are chosen? Which method approach should be used, qualitative or quantitative? Which basic methods of research should be applied, survey research or secondary data study?
To answer those questions, research design is first dealt with Marketing research design includes six phases (as in introduction mentioned, see Figure 1 Phases of the research process) To discover research methodology, the phases will be interpreted once again, see again at Figure 3 Follow chart of the research process for analyzing
After that, Sample selection, Data collection methods, Data processing analysis will be discussed to help readers know more about how the surveys is conducted
This section will detail the theory of above section – marketing research
Market research is the process of systematic gathering, recording and analyzing data about customers, competitors and the market This research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc It can be used to determine which portion of the population will purchase the product/service, based on variables like age, gender, location and income level It can be found out what market characteristics your target market has With market research companies can learn more about current and potential customers
The purpose of this research is to help company make better business decisions about the development and marketing of new products and fine tune the product – Vietmac rice burger after few months of testing in market It also has a review and synthesis existing knowledge about marketing research and fast food market in Vietnam
This research need information about fast food market, gathering information is one of the most important tasks So that, after definition of the problem and identification objectives and questions of research, now the types of research, research approach and research methodologies are needed to define and employed
Exploratory research is undertaken when few or no previous studies exist The aim is to look for patterns, hypotheses or ideas that can be tested and will form the basic for further research Typical research techniques would include case studies, observation and reviews of previous related studies and data
Descriptive research can be used to identify and classify the elements or characteristics of the subject Quantitative techniques are most often used to collect, analyze and summarize data
Descriptive studies are conducted to answer who, what, when, where, and how questions Implicit in descriptive research is the fact that management already knows or understands the underlying relationships among the variables in the problem A variable is simply a symbol or concept that can assume any one of a set of values
A descriptive study used in thesis might include demographic and lifestyle characteristics of customers, their habit and satisfaction Other questions might determine how frequency, or to whom they go with when using fast food It is used to explore competitor field and factors concerned to fast food
Analytical research often extends the Descriptive research to suggest or explain why or how something is happening An important feature of this type of research is in locating and identifying the different factors
Predictive research: The aim of this research type is to speculate intelligently on future possibilities, based on close analysis of available evidence of cause and effect
It is quite blur of edge within these above types of research, but as described, the Descriptive method is almost used in this research
This research uses both data and information that gathered by previous authors and by the author To understand about fast food market, the author may synthesize information from secondary sources or/and from primary data; to those data and information, the author used both qualitative and quantitative approach method To understand about customer needs, habit, satisfaction… the author may conduct a survey by questionnaire; to measure the information, the author should apply the quantitative approach
Quantitative approach is on collecting and analyzing numerical data, it concentrates on measuring the scale, range, frequency etc of phenomena
Quantitative approach is one in which the researcher uses positivistic methodology to develop knowledge (e.g cause and effect, test a hypothesis or a theory)
Quantitative research involves analysis of numerical data For this research, a quantitative survey will be conducted Followings are some features of a quantitative research:
- The aim is to classify features, count them, and construct statistical models in an attempt to explain what is observed
- Researcher knows clearly in advance what he/she is looking for
- Recommended during latter phases of research projects
- All aspects of the study are carefully designed before data is collected
- Researcher uses tools, such as questionnaires or equipment to collect numerical data
- Data is in the form of numbers and statistics
- Objective seeks precise measurement & analysis of target concepts, e.g., uses surveys, questionnaires etc
- Quantitative data is more efficient, able to test hypotheses, but may miss contextual detail
- Researcher tends to remain objectively separated from the subject matter
Qualitative approach is more subjective in nature than quantitative approach and involves examining and reflecting on the less tangible aspect of a research subject, e.g values, attitudes, perceptions Qualitative research involves analysis of data such as words (e.g., from interviews), pictures (e.g., video), or objects (e.g., an artifact) Followings are some features of a quantitative research:
- The aim is a complete, detailed description
- Researcher may only know roughly in advance what he/she is looking for
- Recommended during earlier phases of research projects
- The design emerges as the study unfolds
- Researcher is the data gathering instrument
- Data is in the form of words, pictures or objects
- Subjective - individuals interpretation of events is important ,e.g., uses participant observation, in-depth interviews etc
- Qualitative data is more 'rich', time consuming, and less able to be generalized
- Researcher tends to become subjectively immersed in the subject matter
1.2.2.3 Choosing a basic method of research:
Again, the author must make a decision Figure 3 Follow chart of the research processindicates that, there are four basic design techniques for descriptive and causal research: survey techniques, experiments, observation and secondary data study For the objectives of the study, the available data sources, the cost of obtaining, the limited of time, this research should use survey techniques and secondary data studies
Survey research involves an interviewer (except in mail and Internet surveys) who interacts with respondents to obtain facts, opinions, and attitudes A questionnaire is used to ensure an orderly and structured approach to data gathering
Face-to-face interviews may take place in the respondent’s home, a shopping mall, or a place of business
There are two main types of survey: a descriptive survey concerned with identifying and counting the frequency of a particular response among the survey group, and the other one, analytical survey, which analyze the relationship between different elements (variables) in a sample group In this research, the author is partial to apply descriptive survey
The marketing analysis
In this section, the author discusses about some field of marketing management theories such as marketing mix, segmentation, target market, positioning
The American Marketing Association defined: Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals 6
We should take an overview of Vietnam fast food marketing application, how players employ their marketing activities?
Franchise business model: Almost fast food brand in Vietnam are doing business as franchising e.g KFC, Lotteria, Jollibee, Pho 24
To get more and more customer, one of the most popular marketing strategies of fast food brands is to fast expand its store chains KFC is an example, by the end of
2005, KFC Vietnam has all 17 stores, at the end of 2010, KFC Vietnam has raised its total stores to 90, at present, KFC has 100 stores and it plans at the end of 2011 reaching to 105 stores
Attractive decoration, cool atmosphere, and comfort are some criterion of fast food stores According to a recent survey by AC Nielsen about trends of fast food
6 Peter D Bennett, Dictionary of Marketing Terms, 2 nd ed (Chicago: American Marketing Association, 1995). behaviour conducted in Vietnam, more than 70% of respondents said that they come to the fast food stores because they like the atmosphere, the service here
Professionalize staffs Staffs working in fast food industry are almost good looking, trained by the company, so that, they are very professional and standardization
Flexibility and localization the menu and tastes Mr Thanh Tam, Business director of KFC Vietnam said in the past, no one sold rice in fast food stores, but now rice has become the highest, 90% sales volume for Vietnamese customers According to
Mr Dennis Flore, JFC (Jollibee) Vice chairman, affirmed that, the best seller in Jollibee menu is chicken rice In Vietnam, chicken rice is usually used with soup
Thanks to using traditional formular of cooking, dishes become more suitable for Vietnamese customer, chicken rice takes a proportion of 60% in total sales volume of Jollibee in Vietnam market
Some characteristics of marketing environment influence to Vietnam fast food marketing application are generated as figure 4
Figure 4 Factors influence to Vietnam fast food marketing application
1.3.2 Market segmentation, target market and positioning
A marketer can rarely satisfy everyone in a market Not everyone likes the same taste of fast food, price of product, or the way of serving Therefore, marketers start with market segmentation They identify and profile distinct groups of buyers who might prefer or require varying products and marketing mixes Market segments can be identified by examining demographic, psychographic, and behavioral differences among buyers The firm then decides which segments present the greatest opportunity 7
A target market or target audience is a group of people that will basically need or want your products and services Target market is defined in terms of age, sexual orientation, gender, economic class, religion, ethnicity, or location This socio- economic grouping process actually allows businesses to create profiles of the typical consumers who will likely buy the products of your company
Positioning For each chosen target market, the firm develops a market offering
The offering is positioned in the minds of the target buyers as delivering some central benefit(s)
Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market As shown in Figure 5 The four Ps components of marketing mix, McCarthy classified these tools into four broad groups that he called the four Ps of marketing: product, price, place, and promotion 8
7 Philip Kotler, Marketing management, Millennium edition, 2001, page 4
8 E Jerome McCarthy, Basic Marketing: A Managerial Approach, 13th ed (Homewood, IL:
Figure 5 The four Ps components of marketing mix 9
Marketing-mix decisions must be made to influence the trade channels as well as the final consumers Typically, the firm can change its price, sales-force size, and advertising expenditures in the short run However, it can develop new products and modify its distribution channels only in the long run Thus, the firm typically makes fewer period-to-period marketing-mix changes in the short run than the number of marketing- mix decision variables might suggest
9 Philip Kotler, Marketing Management, Millenium Edition, 2001, P.10
Robert Lauterborn suggested that the sellers’ four Ps correspond to the customers’ four Cs 10
Franchising
Franchising is used by most players to expand its stores, so that, to know about franchising is so important
The franchising model, which allows people with access to limited capital to enter an established business, is well suited to a developing economy like Vietnam In recent years, the Vietnam franchising market has experienced a strong surge with average annual growth at 30 percent, with more than 600 new franchising shops being opened Although the market is still small and competition is limited, it is expected to grow quickly Several popular foreign franchisors have recently expanded their operations with some success and enterprising local businesses are now becoming more aware of the franchising model than ever before Many are looking for opportunities to work with well-known foreign brands to start a franchise business in Vietnam
Franchising was legally recognized in Vietnam with the passing of the Commercial Law, which took effect on January 1, 2006 and includes eight articles dealing with franchising activities
10 Robert Lauterborn, “New Marketing Litany: 4Ps Passe; C-Words Take Over,” Advertising
Franchising first took hold in Vietnam in the 1990’s with the appearance of famous foreign fast food and beverage chains like Kentucky Fried Chicken, Dilmah, Lotteria, and Jollibee Franchising activities have become more widespread in Vietnam in recent years, with a number of well-known products and services offered by local and foreign entities being franchised in the local market Prior to the adoption of the 2006 Commercial Law the Vietnamese Government viewed franchising with skepticism and did not recognize it as a legitimate vehicle for promoting commercial activity and investment This perspective has been changing as Vietnam witnesses the development of strong franchise sectors among its neighbors and begins to recognize the role this sector can play in creating jobs, as well as attracting investment, improved management practices and new technology
The issuance of the new Commercial Law, together with the Office of Government Decree No 35/2006/ND-CP, dated 31 March 2006 (Decree 35) specifically legitimized franchising services, and therefore marked an important change of the Government’s perspective towards the development of the franchise sector in Vietnam
Fast food franchises focus on high volume, low cost and fast expansion
CHAPTER 2: VIETNAM FAST FOOD MARKET AND
Vietnam fast food market review
By analyzing the market, the researcher understands how market is structured, market’s characteristics and its main competitors, how they change, what are the trends and prospect It is also to identify the relevant factors shaping the industry
Fast food market analysis is a detail exploration to identify emerging trends and make projections about the future of this sector of the economy It usually covers fast food in a specific region or nation to provide detailed information about a particular market Analyst with experience in economics, politics, and the restaurant industry can be involved in the preparation of a fast food industry analysis
Governments, investors, and members of the fast food industry may commission such an analysis for the purpose of making decisions, about business practices and policy moves
The fast food market that serves lunch time for officer is a niche market, though in the first phase of developing, Vietmac focus on this market, but in overall, the managers of Vietmac needs to know an overview of fast food market, not just this niche market
Firstly the author gives some terms of history of the fast food industry, taking note of historic growth rates and key events; factors that affect the growth, government regulations, and some leading businesses in the industry It will include estimating size of the market, establishing trends in the sales over recent years, determining current operational/management trends within the industry Types of marketing strategies are prevalent within the industry…?
After that, industry developments, news, innovations should be discussed And, the author also generates information about consumer market data Then competitor information is analyzed also This is to answer who is the major business in the industry? What is their market share, target market?
Finally, SWOT and Porter Five Force are generated
Vietnam fast food market analysis is generated as figure 6
Figure 6 Market analysis steps 2.1.1 Overview
Fast food (also known as Quick Service Restaurant or QSR within the industry itself) is the term given to food that can be prepared and served very quickly 11 While any meals with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take- out/take-away The term "fast food" was recognized in a dictionary by Merriam–
11 http://en.wikipedia.org/wiki/Fast_food
Outlets may be stands or kiosks, which may provide no shelter or seating 12 , or fast food restaurants (also known as quick service restaurants) Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations 13
According to most historians, the first fast food chain was White Castle, which was formed on the west coast of the United States in 1916 The industry didn’t really start to take off until McDonalds became popular in the late 1940s and early 1950s
After that, many different people started imitating the business model of the more successful chains, and eventually some of these people became big enough to form major chains themselves
As above definition of fast food, in Vietnam, Pho 24, wrap&roll, Bánh xèo, Kdo’s are some chains of fast food But in Vietnam, almost people treat fast food as Western style fast food such as KFC, Lotteria, and Jollibee
Major factors that affect to the growth of fast food industry such as fast food product and service, time of consumption, income, life styles, healthy and safety, population, urbanization…
A March 2009, AC Nielsen survey of fast food market development in Vietnam shows that KFC is the market leader It has 20 shops opened in HCM City and nine in Hanoi, among an all-Vietnam total of 68 shops Next is Lotteria (15 shops in HCM City and three in Hanoi, a total of 56 nationwide), and then Jollibee with eight shops so far.
At the end of July, 2011, KFC has 100 stores, Lotteria has 87 stores
2.1.1.2 Some highlights in Vietnam fast food market:
12 John A Jakle, Keith A Sculle (2002) Fast Food: Roadside Restaurants in the Automobile Age
13 Talwar, Jennifer (2003) Fast Food, Fast Track: Immigrants, Big Business, and the American Dream
• Current value sales grow by 13% in 2009 to reach almost VND6.3 trillion
Estimated to reach VND 9.2 trillion in 2014
• The number of fast food outlets reaches 7,000 in 2009, a 6% increase over
2008 Estimated to reach 8.3 outlets in 2014
• Through good business strategies, chained fast food’s popularity continues to increase despite the economic crisis
• Chained burger fast food records the fastest current value sales growth of 29% in 2009
• In 2009 KFC Vietnam Co Ltd leads a fragmented category with an 11% share of value sales At the end of 2011, KFC will reach 105 stores, and maintains the leader position of the market
• Over the forecast period, fast food sales are expected to grow by an 8% constant value CAGR
2.1.1.3 Vietnam Fast food market trends
• Recent years the fast food category witnessed a big change in the pricing strategies of most companies The adding of economy menu in most fast food outlets, together with massive promotion and discount campaigns, made fast food a more affordable meal choice for consumers Apart from adjusting prices to increase market penetration, fast food players paid more attention to local taste preferences and catered their menus accordingly Western-style fast food formats like burger or chicken either localized their food offer or added popular local dishes like Vietnamese stewed pork
• Most fast food companies are basing their operations on the chained business model which allows more effective resource allocation, standardized management and led to the development of good strategies Thus, despite the economic crisis in 2008 and price storm of 2011, fast food has been less affected than other industries
• Chained burger fast food recorded the fastest current value sales growth of 29% in 2009, marginally ahead of chained chicken fast food In 2009, chained burger fast food brands in Vietnam such as Lotteria and Jollibee employed good strategies, such as introducing local dishes to their menus, which attracted consumers and boosted sales Chained chicken fast food is dominated by KFC This is the preferred fast food format among Vietnamese customers, largely because chicken is used in many popular dishes in the country
• In terms of the number of outlets, chained chicken fast food posted the fastest growth of 34% in 2009 Due to the higher popularity and greater acceptance of chicken fast food options among customers, it is easier for players in this category to expand their coverage quickly Outlet expansion has been proved to be an effective strategy Leading players, including KFC with 100 stores by July, 2011, spread out into newly developed cities and more remote areas, outside of the big cities where competition is already intense
Vietmac marketing review
Company name: Vietmac JSC Location: Nhan Hoa, Nhan Chinh, Ha Noi
Tel: 043 55 77 777 Founder: Mr Ngo Trong Thanh Major product: Vietmac rice burger (fast food product) Slogan: Live Fast Eat Fresh
Other products: Dessert, Breakfast, drink, side order
As Mr Ngo Trong Thanh – founder of Vietmac, Combine western – fast food styles with Vietnamese tastes
Said by Mr Nguyen Thanh Duong – Vietmac COO, Vietmac rice burger is totally new in Vietnam Each portion includes two rice burgers with beef, chicken or pork, added by salad and soup The two rice burgers are equal with two bowls of rice pressed Although it is pressed, but it still keeps form of rice and flexible, as Vietnamese traditional cuisine Vietmac rice burger will be roasted roughly at first to keep its adhesive, so when eating, it will not be friable
“Vietmac serves at least four kinds of foods daily, menu changed daily to be sure that, foods will not repeat for two weeks” – Mr Duong COO added
Eating Vietmac rice burger is likely to hamburger, but its taste is different from Vietnamese traditional cuisine You will experience with a different eating way, like fast food but with Vietnamese taste
Vietmac desires to develop its chains and combine Vietnamese specialty food from villages
Figure 8 Vietmac Rice burger product
Each portion includes two pieces of compressed rice, beef or pork is clipped in the middle, a cup of salad and soup is added
Every day, Vietmac serves at least four different kinds of foods, but the menu is changed daily to ensure no repeat within two weeks All food is packaged by one time using wrapping paper to ensure absolute safety for you
According to Mr Ngo Trong Thanh, Chairman of VietMac, with the slogan Fresh Fast-VietMac always strives for the fresh and good for health VietMac restrain of using fried products All added products should be sold only if it is really good for health "Our logo is a penguin order to clearly our trends: South pole is almost no pollution, and so it is considered as the best place of healthy in the world," Mr Thanh said
While Fresh Fast, VietMac always serves with Vietnamese cuisine, Vietmac rice burger is worthy to choose for lunch daily
For fresh, VietMac rice burger is always made from the best fresh raw materials;
Vegetables are harvested daily from Xuan Loc farm, owned by Tonkin, a largest fresh vegetable project in Hanoi
Fresh meat from supermarkets, which is registered with the standard authority, and absolutely do not use additives and food preservatives All are processed within one day, with modern production lines "The most special thing is that all of the packaging, wrappers are designed individually and used only one time Wrap paper used is completely environmentally This is the full criteria of a fresh product, "said
Mr Duong, COO of VietMac
And most importantly, each portion is always cared by the hands, hearts and consciences of those skilled, responsible workers
Why, the name of VietMac
We had spent one month for choosing this name, Vietmac Vietmac means ‘Meal is Absolutely Convenient’, but, someone wrote a title ‘Vietmac – McDonald of Vietnam’ It is ok
Why, Rice burger – Cơm kẹp?
“If name the product: rice burger, I think that, people may not understand this name for all But what name should be called? More than ten names are discussed: Cơm kẹp, cơm ép, cơm nắm…, finally, ‘Cơm kẹp’ had chosen It likes hamburger, but instead of bread, it is rice”, Mr Duong said
Penguin in South Pole means fresh You wish to live in an absolutely fresh place, let imagine you are this Penguin
As conducting a survey with 500 people, with almost Vietnamese, especially women, they treat that fast food is not good for heath Therefore, Vietmac always strike on Fresh and Good for health So, the slogan is Live Fast Eat Fresh You now can think about fast food, not only fast, but also fresh It is Vietmac
According to Mr Nguyen Thanh Duong – CEO of Vietmac, the growth of this sector is about 26% / year However fast food with major characteristic is convenient but not consistent with Vietnam people, it is treated as not good for health While the lunch market in Vietnam is very huge now Potential customers are office workers who needs for a fast and convenient, healthy, clean, easy & taste of Vietnamese food
As estimated, Hanoi total fast food for lunch market annually is approximated 73 million us dollars In wich 49.3 million us dollar (67.5%) is lunch out and the left 23.7 million us dollar (32.5%) is delivery
Total lunch time market is estimated to reach 582.3 million us dollars
Vietmac potential market share is estimated to reach 9.4 million us dollars annually (12.84% of Hanoi total fast food for lunch) But the fact that, the highest sales volume Vietmac achieved in September 2011, 42.400 us dollars, take a portion of only 0.8% in Hanoi total fast food for lunch market
All detail about forecast is shown and caculated in Table 5 Hanoi fast food market sales forecast - lunch time meal
Table 5 Hanoi fast food market sales forecast - lunch time meal
HANOI FAST FOOD MARKET SALES FORECAST - LUNCH TIME MEAL
Hanoi population 2009 (General statistics office - GSO) a person 6,561,900
Population in working age (GS) b person 3,500,000
Percentage of people have jobs / total population (53% - GSO) c % 53%
Population has jobs (GSO) d person 3,484,369
Total potential customer (70% of working people working in center
Go home for lunch (18% - Survey) e1 person 439,030
Prepare in the morning, and take that portion to office (6% -
Take lunch at office by catering firm (25% - Survey) e3 portion 609,765
Go out for luch at the street-side food stalls (52% - Survey) e4 portion 1,268,310
Monthy average working days f day 22
1 Hanoi total Lunch meal market (both fast food and traditional
Lunch market volume (luch at office by catering and street-side only)[ (e3+e4)*f] 1.1 portion 40,566,416
Hanoi total lunch market Monthy (everage price:
Hanoi total luch market Annually [1.2* 12 months] 1.3 vnd 12,169,924,944,408 Annually luch market revenue (usd) [1.3/20.900] 1.4 usd 582,293,060
2 Hanoi Total fast food market forecast (Lunch time serving)
Customer willing to use fast food (70% lunch out and delivery)
Frequency of using lunch fast food (monthy - by survey) 2.2 times 3.63 Lunch time fast food market volume [2.1 * 2.2] 2.3 portion 4,772,188.16
Hanoi total fast food for lunch market share Monthy [2.3 * 2.4) 2.5 vnd 127,387,825,762 Hanoi total fast food for lunch market share Annually [2.5 * 12 months] 2.6 vnd 1,528,653,909,148
Total Annually Hanoi fast food market volume (in usd) 2.7 usd 73,141,335
Customer willing to use Vietmac or fast food (8% - survey by
Frequency of using lunch fast food (monthy - by survey) 3.2 times 3.63 Lunch time fast food market transactions [3.1 * 3.2] 3.3 trans 545,392.93
Spending each time (supposition) 3.4 vnd 30,000
Vietmac potential market share Monthy [3.3 * 3.4] 3.5 vnd 16,361,787,981 Vietmac potential market share Annually [3.5 * 12 months] 3.6 vnd 196,341,455,770
Annual volume (in usd) 3.7 usd 9,394,328
% of Vietmac potential / Hanoi total fast food for lunch market [3.6
% of Vietmac potential / Hanoi total lunch market [3.6 / 1.3]% 4.3 % 1.61%
% of Vietmac performance / Vietmac portential [4.1 / 3.5]% 4.4 % 6.11%
% of Vietmac performance / Hanoi total fast food for lunch market
Optimistic with the products, through the sale of trial, Mr Duong said that the satisfaction index CSI (customer satisfaction index) is about 70 to 85% On this basis, VietMac will build a new product line in Vietnam, with an estimated 8% of consumers accepted A specific goal is to the end of 2011, VietMac will grow from
40 to 60 franchise stores in Hanoi and expand to Ho Chi Minh city, Da Nang, Hai Phong and open about 5-10 franchisees in each key market
Currently, almost fast food chains are focusing on serving teenage and families with children on dinner time "Surprisingly, in Western, fast food often caters to the popular audience, but in Vietnam, fast food was considered as luxury, and a bit higher demands Moreover, the fast food items are used for snacks rather than nutrient purposes VietMac will change that!" Mr Duong said
Specific objectives of Vietmac are to serve lunch for officers and businessmen
Vietmac sold and signed six stores in quite ‘hot’ locations It is on 15 th floor, FPT building (Nguyen Phong Sac, Cau Giay), 3 rd floor Grand Plaza (117 Tran Duy Hung), in canteen of Financial institute, Parkson Trade Center (Chua Boc, Thai Ha, Hanoi), The Garden trade center (My Dinh, Hanoi) In addition, six other office buildings is negotiating
2.2.2 Comparative advantages and marketing strategies
Create a new rice burger product that suite to almost Vietnamese customers
Customers always want to be served a lunch time meals while ensuring nutrition, fresh, taste and convenience While the existing products hardly to meet almost all needs Vietmac rice burger with its characteristics: the origin of rice, fresh, not fried, low fat, convenience can fully meet the needs of the majority of customers
This is the creation of Vietmac and also the basic comparative advantages
Fresh, Vietnamese cuisine and Hygience
Thinking about fast food products, the factor that all providers should focus on is fast, but fresh is sometimes not met because almost fast food as Lotteria, KFC, and Jollibee is fried With Vietmac, in addition to fast factor, the fresh factor is placed on top Whenever customers look for a fast, fresh and Vietnamese cuisine, they will choose Vietmac
Productivity Defference from catering suppliers, industrial production employed by Vietmac will get the advatage of faster service and reduce cost of production
SURVEYS CONDUCTING AND FINDINGS
Surveys conducting
Vietnam fast food market survey
Identifying information necessary for the investigation is the most important tasks of the study Information must ensure useful, complete and accurate
The information may be reflecting the aspects of the width of a research problem as rivals, needs, habits, satisfaction of customers, information regarding marketing mix, market structure have as much information as wide, which means researchers increasingly closer and evaluate many factors affect the market and marketing activities
For accurate information, requires construction methods to gather objective information, the author had made questions clear, non-sensitive, diverse respondents
In this study, the information requested is classified into nine groups reflecting aspects of the market Detail of these groups will be generated to questions See the nine groups of information needed and questions at Appendixes 1 Information needed and questions for Vietnam fast food market
The fact that, Vietmac has just launched its product for six months, so that, there are few people know about Vietmac product By general information in Vietnam fast food market survey, the author knows about the market in general, but cannot measure the satisfaction of Vietmac Therefore, to measure the satisfaction of customer about Vietmac rice burger, the author had designed a specific questionnaire for the purpose of this measurement
With this questionnaire, the author reachs the respondents who had already used Vietmac rice burger The author asked customers at Vietmac P.O.S and some one that the author knows that they had used the products such as officers of HSB, FPT…See this questionnaire at Appendixes 3 Questionnaire for Vietmac satisfaction measurement
Customer target of Vietmac is officers, who are living and working in Hanoi This is target respondents too
The author used email and internet survey as the major techniques to gather the responds So the respondents may be neither living in Hanoi nor officer After close the survey, the author will leave out the respondents do not match with targets
Print questions were also used to get the responds from customers who had already used Vietmac rice burger
Website survey: Google documents utility was used to design questionnaires for internet surveys It was also used to analyze the data
Email and social network were techniques that the author used to massive promote questionnaires www.facebook.com was the major social network website used to distribute questionnaires
Print paper was used to ask respondents at Vietmac’ P.O.S, who had known and eaten Vietmac rice burger
Responds received: 300 responds matched with target respondent had been received from Vietnam fast food market survey and 100 responds from Vietmac satisfaction measurement survey
Microsoft office excels, SPSS software and Google documents are used to analyze data.
Vietnam fast food market findings
After collecting information, processing and analysing data, research findings will be presented in this session
3.2.1.1 Market players and most wanted brand name:
As survey, KFC is the most wanted with 45% respondent chosen, follow KFC, Lotteria is chosen by 21%, Pho 24 12%, and Jollibee with 4%
Besides five brand names listed by researcher, some other brand name people like are BBQ, Ga 99, Pepperonis, Pho Nam Dinh, Pho Viet Thong Thuong, Pizza Hut, Subway
Chart 1 Most wanted fast food brand name 3.2.1.2 Important factors influence people of choosing fast food brand:
To measure influential by factors, the author listed eight main factors and one customization factor, the factors are listed as Chart 2 Factors measurement
Percentage of brands chosen influences on chosing a brand and Table 7 Factors measurement influences on chosing a brand
Chart 2 Factors measurement influences on chosing a brand Table 7 Factors measurement influences on chosing a brand
Note: respondents could sellect more than one choose, so that the percentage may exceed 100%
As the result, tasty & flavor factor is the most important to people, 55% of people had chosen tasty & flavor for the reason why they make decision of choosing some fast food brand It is interesting that, though one of the most important characteristic of fast food is convenience, but in this case, the author thinks because people thinks, convenience is natural, so that, they had chosen tasty&flavor instead of convenience Convenience and Brand are rated as second and third important factors for people while choosing a fast food brand name
3.2.2 Customers’ need, habit and satisfaction measurement
As Chart 3 Brand changing habit, people tend to change brand more frequently than consistently, but it is not considerable while 28% said they change brand sometime, 12% said frequently, but 31% said they do not care about changing and 21% said they change brand seldom, the left with 8% said rarely
3.2.2.2 Satisfaction on chosen brand by factors a Brand satisfaction measurement
As result, almost people are satisfied with the current band name that they had chosen 59% is satisfactory, 8% is very satisfactory with their brand name, while only 2% is unsatisfied and 0% is little satisfied Totally, almost brands that have been playing in Vietnam fast food market are very good in customer awareness b Nutrition, health and safety satisfaction measurement
Chart 5 Nutrition, health and safety satisfaction measurement
Nutrition, health and safety satisfaction measurement
Nutrition, health and safety do not make people satisfy much People need more about this factor when up to 52% stated they feel normal with nutrition, health and safety factor c Tasty and flavor satisfaction measurement
Chart 6 Tasty and flavor satisfaction measurement
People are almost satisfied with tasty and flavor (41%) and 19% is very satisfied d Convenience satisfaction measurement
52% is satisfied with convenience characteristic of fast food products, 15% is very satisfied, while only 3% is unsatisfactory and 1% is little satisfactory So almost brands serve well in this factor e Menu flexible satisfaction measurement
It seems that, menu flexible factor does not satisfy customer very well while 56% had felt normally while 27% had felt satisfied and only 5% had felt vey satisfied with this factors f Price satisfaction measurement
People seem not satisfied with price factor, while 5% is unsatisfactory and 22% is little satisfactory Only 6% is very satisfactory and 11% is satisfactory, the left, 56% said they feel normally g Point of sale decoration satisfaction measurement
Chart 10 Point of sale decoration satisfaction measurement
Almost people are satisfied with P.O.S décor
P.O.S decoration satisfaction h Service and staff behavior satisfaction measurement
Chart 11 Service and staff behaviour satisfaction
Service and staff behavior of fast food chains are good while 47% of satisfaction and 8% of very satisfaction
3.2.2.3 Satisfaction measurement in general within KFC, Jollibee and Vietmac
Chart 12 Satisfaction compare within KFC, Jollibee and Vietmac
Service and staff behaviour satisfaction
KFC, Jollibee, and Vietmac satisfaction (in general)
As result, KFC get the highest score in satisfaction, it takes a proportion of 56% of satisfaction level compare with 17% of Jollibee and 6% of Vietmac Equivalently, of very satisfaction level, KFC takes a proportion of 9% compare with 4% of Jollibee and 3% of Vietmac
3.2.2.4 Time of meal (target market reference)
65% interviewee had used fast food in the lunch time, 32% had used fast food for dinner, and other, and 13% had selected fast food for breakfast Almost people who had used fast food for lunch and dinner select fast food chain like KFC, Lotteries, and Jollibee
Time of meal Frequency Percentage
Note: respondents could select more than one choice, so that the percentage may exceed 100%
3.2.2.5 Place of meal (distribution reference)
People tend to eat at the P.O.S, 81% would like to eat in the atmosphere of the restaurant 39% would like to be served at office and 28% at home
Place of meal Frequency Percentage 100% convergent
Note: respondents could sellect more than one choose, so that the percentage may exceed 100%
3.2.2.6 Group people (target market reference)
As the result, 77% of interviewees said, they usually go with friends or colleagues for fast food meal, 40% go with family
Note: respondents could select more than one choose, so that the percentage may exceed 100%
3.2.2.7 Willing to use fast food (market opportunities reference)
By asking the respondents that, how much they are willing to select fast food more frequently if fast food meets their demand, 39% said the willing and 18% sure that, they will select fast food more frequently
Table 11 Willing measurement to sellect fast food
3.2.3 Behavior of people about fast food products
It is amazing that, though you think about fast food, one of the most important factors must be convenience, convenience is the major characteristic of fast food, but, as this research, in 300 people asked, the result showed that, the tasty&flavor is the most important factor (30%), after that is nutrition factor (29%), and convenience (18%) is the third important
Chart 13 Important factors 3.2.4 Behavior of people about price
The price range from 40.000đ – 60.000đ is best suitable, 61% people stated that, this range of price is suitable for a ration of fast food
Chart 14 Behaviour of people about price
Behaviour of people about price
50% people stated that, they can accept the increase in price in the range of 10.000vnd to 20.000vnd If the increase in price larger than 20.000đ, they will change for the substitutes
Chart 15 Price sensitive 3.2.5 Behavior of people about advertising channel
Internet, Television, outdoor and word of mouth are channel of ads that should be used, 61% said, they usually catch the ads through internet, 55% see ads on TV, 51% like the way of W.o.M and 50% stated, they like seeing ads as on the street, they like outdoor ads
Note: respondents could select more than one choice, so that the percentage may exceed 100%
Chart 16 Ads channels 3.2.6 Behavior of people about distribution channel
Note: respondents could select more than one choice, so that the percentage may exceed 100%
POS Café Delivery as demand
All listed channels are chosen with the high percentage It is important that, you try to improve both of them, but, company should focus on selling at P.O.S and delivering as demand
As the result, 34% people treated fast food as replacement of the main meal, 76% people treated fast food as relax, that no matter if they can select fast food or not
Table 12 Treatment of people with fast food
Treatment of people with fast food
Can replace the main meal 102 34%
Just for relax and changing of atmosphere 188 76%
As high and luxury meal 9 3%
For parties and meeting meal 78 26%
Note: respondents could select more than one choose, so that the percentage may exceed 100%
3.2.7.2 Potential of fast food market
As the survey, fast food market is wide open, it is demonstrated by 59% said that fast food market is potential and 14% said that fast food is very potential
Table 13 Fast food potential measurement
3.2.7.3 Frequency of fast food using
Vietmac satisfaction measurement
As section Scope of work the author had mentioned that, “the author also, compare Vietmac rice burger with the market leader, may be KFC, Jollibee or Lotteria”
Now KFC is chosen for comparing
As Chart 21 below, people tend to satisfy with KFC brand more than Vietmac 60% stated that they were satisfied with KFC, while 36% with Vietmac, equivalently, 11.9% is very satisfied with KFC when 0% very satisfied with Vietmac
Chart 21 Brand satisfaction Vietmac V.s KFC 3.3.1.2 Nutrition satisfaction
Contrary to Brand, people valued Vietmac higher than KFC in nutrition factor 60% stated that they satisfy with Vietmac nutrition and 10% stated that, they satisfy very much with Vietmac, while 28,9% satisfied and 6,7% very satisfied with KFC
Normal Satisfactory Very satisfactoryBrand, origin, package Vietmac Brand, origin, package FKC
Chart 22 Nutrition satisfaction Vietmac V.s KFC
There are so few differences of tasty and flavor behavior between Vietmac and KFC Customers are both sat and 12% very satisfy with Vietmac rice burger.
Chart 23 Tasty & flavor Vietmac V.s KFC
A little satisfactory Nutrition, health and safety Vietmac
A little satisfactory Tasty and flavor Vietmac
There are so few differences of tasty and flavor behavior between Vietmac and KFC Customers are both satisfied with two brands In that, 40% said they satisfy and 12% very satisfy with Vietmac rice burger
Normal Satisfactory Very satisfactory Nutrition, health and safety Vietmac Nutrition, health and safety FKC
Normal Satisfactory Very satisfactory Tasty and flavor Vietmac Tasty and flavor FKC
There are so few differences of tasty and flavor behavior between Vietmac and isfied with two brands In that, 40% said they satisfy
Convenience is one big satisfaction of Vietmac when 66% said, they satisfy and 16% very satisfy with Vietmac rice burger
Chart 24 Convenience measurement Vietmac V.s KFC 3.3.1.5 Menu flexible satisfaction
People are rather not satisfied with Vietmac when 2% stated they are not satisfied, 28% stated they are little satisfied and 52% said they feel normal with Vietmac menu No one is very satisfied and only 18% satisfied with Vietmac menu 32.6% said they satisfied, 2.2% very satisfied with KFC menu
Normal Satisfactory Very satisfactory Time consumer and convenienc Vietmac
Time consumer and convenienc FKC
Chart 25 Menu satisfaction Vietmac V.s KFC 3.3.1.6 Price satisfaction
Contrary to menu satisfaction, customers are very satisfied with Vietmac while 42% said they satisfy and 28% very satisfy
KFC got a lower satisfaction of price, when 6.7% said they are not satisfied and only 2.2% said they very satisfy
Normal Satisfactory Very satisfactory Menu flexible Vietmac Menu flexible FKC
Normal Satisfactory Very satisfactoryPrice satisfaction Vietmac Price satisfaction FKC
Chart 26 Price satisfaction Vietmac V.s KFC 3.3.1.7 P.O.S décor satisfaction
The décor of Vietmac P.O.S maybe not attractive when 70% said they have no impression with Vietmac décor KFC may have a better place and view when 50.4% said they satisfy
Chart 27 P.O.S decor Vietmac V.s KFC 3.3.1.8 Service and staff behavior satisfaction
KFC is rated higher than Vietmac in service and staff behavior when 46.7% is satisfied of KFC compared with 36% of Vietmac and 8.9% is very satisfied of KFC in comparison with 0% of Vietmac
Normal Satisfactory Very satisfactoryP.O.S décor Vietmac P.O.S décor FKC
Chart 28 Service and staff behaviour Vietmac V.s KFC 3.3.1.10 Vietmac satisfaction by factors
You can see on Table 18 or Chart 29 Vietmac satisfaction by factors for this measurement, they are the same meaning, and they present the measurement of satisfaction by factors As those data, the author generates two side of Vietmac, one side is strong points that Vietmac should maintain, the other is weak points that Vietmac should improve These sides are present as Figure 9 Vietmac's strengths and weaknesses
Table 19 Vietmac Satisfaction by factors
Normal Satisfactory Very satisfactoryService and staff behavior Vietmac Service and staff behavior FKC
Factor Menu flexible Price satisfaction P.O.S décor Service and staff behavior
Chart 29 Vietmac satisfaction by factors
Time consumer and convenienc Menu flexible
Figure 9 Vietmac's strengths and weaknesses 3.3.2 Respondents summary
Below are tables summary the respondents
Frequency Percent Valid Percent Cumulative
Valid Decide to chose FF 74 74.0 74.0 74.0
Other findings
A recent survey conducted by Nielsen about trends in the Vietnamese fast food market showed that more than 70% of respondents said they go to fast food shops because they like the atmosphere and the service there.
The regular customers of the fast food shops are high income earners 27% of those polled said they go to fast food shops once a week at least.
Most customers (61%) use fast food if they need quick meals, while 26% said they consider fast food as a snack between main meals.
84% said they will use fast food services in the next six months.
There is no difference in behavior between male and female, they have the same attitude about habit, satisfaction, and ideas about fast food But male used fast food more frequency than female 31% of male said they used fast food under three times monthly, 50% used fast food 3-5 times monthly and 19% said they used more than five time monthly, while 62% of female said they used fast food under three times monthly, 27% used 3-5 times, and 11% used more than five times monthly
Over 30 years old (elder) compare with under 30 (younger)
People over 30 years old (the elder) care much about nutrition, health and safety than people under 30 (the younger) 24% of the elder chooses nutrition factor as the reason of choosing brand, while 19% of the younger chooses nutrition
The younger cares about convenience much more than the elder, 57% younger people chooses convenience factor compared with 34% of elder
79% elder people usually uses fast food at the lunchtime, white 57% younger people uses fast food at the lunchtime Younger people tend to use fast food at dinner time than elder, while 41% of younger compare with 16% of elder
It is interesting that, there are no difference behaviors of customer about price between customers classified by income.
Answering the research question
In this section all the questions of the ‘Research question’ are answered
• Is there a need for my product or service? A survey conducted by AC
Nelsien showed that more than 70% of respondents like eating fast food As results of the research, 59% said that fast food market is potential, and 14% said that it is very potential 34% treated fast food can replace their main meal daily, while 76% choosed fast food for relax and changing atmosphere
Euromonitor forecasted that, growth rate of sales volume in fast food will reach 18,9% CAGR for the years 2009 – 2014 Beside, demographic factors like income, culture, habit, time for lunch and macro factor like economic, population, urbanlization, traffic… indicated that it is very potential of Vietnam fast food market
• What is my target market? Who are the customers? Customer satisfaction?
According to Mr Nguyen Thanh Duong, Vietmac’s COO, almost fast food chained in Vietnam are concentrating on serving teenages and families with children for dinner He added more “Lunch time fast food market is very huge, Vietmac will focus on this opportunity, and main group of customer is officers who have 8 hours working, one hour lunch time, mid-up income”
With current customer, they go out for fast food amlost for relax Vietmac’s CSI (cutomer satisfaction index) is bout 70 to 85%, while as survey result, 59% is satisfactory and 8% is very satisfactory with current fast food market
KFC is the most satisfied brandname with 56% satisfaction and 9% very satisfaction
The factors that customer satisfied are convenience with 52% satisfied and 15% very satisfied, brand name with 59% satisfied and 8% very satisfied, service and staff behavior with 47% satisfied and 8% very satisfied Opposite with satisfied factors, the factors that customer unsatisfied are nutrition, healthy and safety, tasty and flavor, flexible of menu
• What do customers expect from this type of product or service?
30% of respondents rated tasty and flavor is the most important factor, after that, 29% rated for nutrition and 18% rated for convenience factor
“Because many people complained that fast food can't provide enough nutrition and even causes obesity, we have tried to make a burger that is clean, hygienic, nutritious and Vietnamese” Mr Duong said
• What are customers willing to pay for this type of product or service?
39% respondents said, they willing to use fast food and 18% sure they will use if fast food meet their demands In another measurement, 34% treated fast food can replace their main meal while 76% choosed fast food for relax
• What specific companies are servicing this market? Are they successful? Are there other companies servicing this market with a similar product? What is their market share?
Some brand name that penetrated Vietnam market such as KFC, Lotteria, Jollibee, BBQ, Pho 24, Vietmac… and almost of them are developing very well, market is potential
The main products of fast food market are: chicken fast food, burger fast food, bakery product fast food, Vietnam noodle
And KFC is now market leader with 11% market share in sales volume
• Is the market saturated or wide open? If so, why?
The market is very wide open while 70% people like eating fast food, 59% rated for potential and 14% rated for very potential of fast food market
Beside that, as mentioned demographic and macro factors all demonstrated that this market is potential
• What is the size of the market? Is it a growing market? Is the industry stable, volatile, growing or trendy?
Market size, and growing rate is shown in forecast sales in fast food by subsector: foodservice value 2011 – 2014 (Source: Euromonitor international, fast food Vietnam report)
Chained fast food 2.007,3 2.373,8 2.778,4 3.233,7 Independent fast food 5.505,8 5.712,5 5.868,7 5.970,8 Asian fast food 2.965,7 3.111,1 3.259,1 3.398,4 Bakery products fast food 227,5 242,3 256,8 271,0
As those figures, forecast sales in fast food by subsector, % foodservice Value growth rate in term 2009-2014 CAGR will be 18,9% with chained fast food, 17,9% with burger fast food and 19,9% with chicken fast food
Hanoi fast food market for lunch time is forecasted to reach 73 million us dollars annually (see also in Table 5 Hanoi fast food market sales forecast - lunch time meal)
• How can Vietmac reach the market?
- Flexible its menu, add more salads and soups (product improvement)
- Rapidly expand its chained of restaurants to attractive more customer in more locations (Distribution and Promotion improvement)
- Boosting sales by delivering as demand (Distribution improvement)
- Conducting adsvertisements in internet and outdoor (Promotion)
- As 76 percent like fast food because of relax purpose, so P.O.S décor should be prior to conduct (Brand building)
• How have competitors reached the market
- Almost competitors emloyed joint venture and franchising model to rapidly expand its chains
- Invest more in décor to attract more customers is chosen as one of marketing strategies
- Some players have localized its menu to satisfy customers
- In food industry, brand name is very important, this is competitive advantage of almost foreigner brand names
• What core competencies must the product or service have?
As the results of researh, the three important factors of any fast food porducts are tasty and flavor (rated by 30 percent), nutrition (rated by 29 percent) and convenience (rated by 18 percent), the other factors each product should pay more attention is brand name (rated by 7 percent) and menu flexibility (rated by 7 percent)
Almost brands have core competencies to fight others such as: brand equity, strong capital, good location, mass store, standardize, and business model
• What is Vietmac competitive advantage? Create a new rice burger product that suite to almost Vietnamese customers, Fresh and Vietnamese cuisine.
SOME MARKETING RECOMMENDATIONS FOR VIETMAC 92 4.1 Recommendations
Action plans
In fact, because of time limitations, cost and manpower, this study can not be studied in depth, analyzing all the information required for Vietmac, especially information related to competitors, or research based on the classification of customers
So the author suggests further surveys on a large scale of the respondents and scope of information is very necessary for the next marketing activities of Vietmac Such as customers’ behavior on “Ordinary sidewalk meals” (Cơm bụi) in detail, how customer treats with Vietmac rice burger and what are their suggestions for product in detail…
Vietmac shall consider above recommendations and plan detail action for each factor of marketing activities such as product improvement, pricing strategy, promotion campaign, and distribution channel.
Conclusion
The study has reinforced the identification, assessment before of the board of Vietmac as well as the identification, analysis of the previous analyst
The study has pointed out an overview of the fast food market in Vietnam such as satisfaction for fast food market and for Vietmac product It has also helped Vietmac board of manager to have the necessary adjustments, and appropriate marketing activities
The author hopes this research will be an useful reference source for readers Besides that, the author also looks forward to receiving ideas, contributions, feedbacks to improve this research, and to facilitate Vietmac leaders and readers to get more necessary information
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Internet sources: http://vietmac.vn http://kfcvietnam.com.vn http://lotteria.com.vn http://jollibee.com.ph Vietnam general statistic office (internet): http://www.gso.gov.vn
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Fast food Việt – bao giờ?: http://dddn.com.vn/2008062001254776cat117/fast-food- viet-bao-gio.htm
Appendixes 1 Information needed and questions for Vietnam fast food market
(1) About competitors: This information is to indetify a general awareness of competitors, how many competitors in the indistry and who is the most chosen, who is leader in the market? What is the most important factor that customers chose one brand of fast food? From the information, we can also generate what is the strongest factor of each competitor? And we can also analyse SWOT model of each type of competitor
Numbers of competitors 1.1 Anh/chị vui lòng chọn 01 (một) nhãn hiệu fast food anh/chị yêu thích nhất?
What is their competitive advantage? 1.2 Anh/chị vui lòng chọn ra những yếu tố khiến anh/chị chọn nhãn hiệu fast food ở câu hỏi trên?
(2) About the customers’ needs, habits, and satisfaction
Factors that trigger the purchase of the product (or service)
7.1 Anh chị nghĩ, fast food có thể là?
Factors that influence the choice of supplier
1.2 Anh/chị vui lòng chọn ra những yếu tố khiến anh/chị chọn nhãn hiệu fast food ở câu hỏi trên?
3.1 Theo anh/chị, yếu tố nào quan trọng nhất đối với một SP fast food?
Consumers satisfaction with the product (or service)
2.2 Anh/chị vui lòng cho biết sự thỏa mãn đối với sản phẩm/nhãn hiệu fast food đã chọn ở trên (theo các yếu tố)?
2.3 Anh/chị vui lòng cho biết, mức độ hài lòng chung của anh/chị đối với 03 sản phẩm fast food được lựa chọn bên dưới
What do customers expect from this type of product (or service)
3.1 Theo anh/chị, yếu tố nào quan trọng nhất đối với một SP fast food?
Customer habit? Go with whom? 2.1 Xin anh chị vui lòng cho biết có thường
2.4 Anh/chị thường hay dùng fast food vào thời gian nào?
2.5 Anh/chị thường dùng fast food tại?
2.6 Anh/chị thường đi cùng ai?
Un-met needs (new product opportunities)
2.2 Anh/chị vui lòng cho biết sự thỏa mãn đối với sản phẩm/nhãn hiệu fast food đã chọn ở trên (theo các yếu tố)?
What core the competencies must the products or services have (for both product, price, service, distribution…)
3.1 Theo anh/chị, yếu tố nào quan trọng nhất đối với một SP fast food?
Attitudes to new products (either in concept, as prototypes or in their finished form) for Vietmac
8.2 Nếu anh chị đã biết đến Cơm kẹp Vietmac, xin vui lòng cho biết cảm nhận ban đầu về SP, dịch vụ?
Prices of the products 4.1 Theo anh/chị, mức giá nào dưới đây có thể được coi là phù hợp cho 01 suất ăn
Price sensitivity (elasticity) of the product
4.2 Mức thay đổi nào dưới đây của giá có thể ảnh hưởng đến việc thay đổi lựa chọn một SP fast food?
Sources through which consumers and potential consumers acquire their information on products and services
5.1 Thông tin quảng cáo thường đến với anh/chị theo những kênh nào?
Distribution channels (Questionnaire) 6.1 Theo anh/chị, kênh phân phối nào dưới đây nên được sử dụng đối với fast food?
Market size / volume – segmentation Secondary data Market share – segmentation Secondary data
Is the market saturated or wide open? If so, why?
2.7 Anh chị cho biết mức độ sẵn lòng sử dụng fast food nếu đáp ứng được các yêu cầu của anh chị?
7.1 Anh chị nghĩ, fast food có thể: anh/chị về mức độ tiềm năng phát triển thị trường Fast food tại Việt Nam?
7.3 Anh chị vui lòng cho biết có sử dụng các sản phẩm fast food trong vòng 03 tháng vừa qua?
7.4 Anh chị vui lòng cho biết, trung bình mỗi tháng dùng bao nhiêu lần (trong vòng 03 tháng qua)?
(8) About awareness of vietmac products
If customer know about Vietmac rice burger
8.1 Anh chị vui lòng cho biết sự nhận biết của mình về sản phẩm Cơm kẹp Vietmac?
The first reaction about Vietmac rice burger
8.2 Nếu anh chị đã biết đến Cơm kẹp Vietmac, xin vui lòng cho biết cảm nhận ban đầu về SP, dịch vụ?
Demographics of the population in terms of age, gender, income group, location
Behaviour of the population in terms of how they buy (eg frequency of purchase, place of purchase, size of purchase etc)
2.1 Xin anh chị vui lòng cho biết có thường xuyên thay đổi nhãn hiệu fast food?
2.4 Anh/chị thường hay dùng fast food vào thời gian nào?
2.5 Anh/chị thường dùng fast food tại?
2.6 Anh/chị thường đi cùng ai?
Appendixes 2 Questionnaire for Vietnam fast food market
KHẢO SÁT NHẬN THỨC VÀ SỰ THỎA MÃN
VỀ SẢN PHẨM FAST FOOD
Tôi hiện là học viên chương trình MBA trường Hanoi School of Business – HSB, Đại học Quốc Gia Hà Nội Tôi đang thực hiện đề tài nghiên cứu về marketing research cho ngành sản phẩm fast food tại Việt Nam
Những ý kiến đóng góp của các anh/chị sẽ đóng góp phần rất quan trọng đối với nghiên cứu của tôi Rất mong nhận được sự chia sẻ ý kiến và ủng hộ của các anh/chị
Bản survey xin được gửi về: ductbol@gmail.com
Xin chân thành cảm ơn và kính chúc anh/chị luôn gặp nhiều niềm vui, may mắn và hạnh phúc
1 VỀ CÁC NHÃN HIỆU/SẢN PHẨM THAM GIA TRÊN THỊ TRƯỜNG FAST FOOD
1.1 Anh/chị vui lòng chọn 01 nhãn hiệu fast food anh/chị yêu thích nhất?
KFC Jollibee Lotteria Phở 24 Cơm kẹp Vietmac Khác
1.2 Anh/chị vui lòng chọn ra những yếu tốkhiến anh/chị chọn nhãn hiệu fast food ở câu hỏi trên?
Thương hiệu, xuất xứ, bao bì Dinh dưỡng/sức khỏe Thơm ngon/hợp khẩu vị Tiện dụng (thời gian) Thực đơn phong phú Giá cả hợp lý
Trang trí cửa hàng Dịch vụ bán hàng/phục vụ Yếu tố khác
2 VỀ NHU CẦU, THÓI QUEN, SỰ THỎA MÃN CỦA KHÁCH HÀNG
2.1 Xin anh/chị vui lòng cho biết có thường xuyên thay đổi nhãn hiều fast food? rất hiếm khi, đến rất thường xuyên
2.2 Anh/chị vui lòng cho biết sự thỏa mãn đối với sản phẩm/nhãn hiệu fast food được chọn ở trên
Chọn theo thang điểm từ rất không hài lòng đến rất hài lòng
Hanoi School of Business HSB - MBA7
Lunch time focus Email Version
Các yếu tố Thang điểm chọn
1 Thương hiệu, xuất xứ, bao bì
3 Thơm ngon/hợp khẩu vị
8 Dịch vụ bán hàng/phục vụ
2.3 Anh/chị vui lòng cho biết, mức độ hài lòng chung của anh/chị đối với 03 sản phẩm fast food được lựa chọn bên dưới
Chọn theo thang điểm từ rất không hài lòng đến rất hài lòng
Các thương hiệu/sản phẩm Thang điểm chọn
2.4 Anh/chị thường hay dùng fast food vào thời gian (có thể chọn nhiều lựa chọn) :
Bữa sáng Bữa trưa Bữa tối
2.5 Anh/chị thường dùng fast food tại (có thể chọn nhiều lựa chọn) :
Tại điểm bán Mua về nơi làm việc Mua về nhà Nơi khác
2.6 Anh/chị thường đi cùng ai (có thể chọn nhiều lựa chọn) : Đi một mình Cùng bạn bè, đồng nghiệp Cùng gia đình Cùng nhóm khác
2.7 Anh chị vui lòng cho biết mức độ sẵn lòng sử dụng SP fast food nếu đáp ứng được các yêu cầu của anh chị?
Chọn theo thang điểm từ không sẵn sàng đến rất sẵn sàng
3 THÔNG TIN SẢN PHẨM 3.1 Anh/chị vui lòng chọn 01 yếu tố quan trọng nhất đối với một SP fast food?
Thương hiệu, xuất xứ, bao bì Dinh dưỡng/sức khỏe Thơm ngon/hợp khẩu vị Tiện dụng (thời gian) Thực đơn phong phú Giá cả hợp lý
Trang trí cửa hàng Dịch vụ bán hàng/phục vụ Yếu tố khác
4 THÔNG TIN GIÁ CẢ 4.1 Theo anh/chị, mức giá nào dưới đây có thể được coi là phù hợp cho 01 suất ăn?
4.2 Theo anh/chị, mức thay đổi nào của giá có thể ảnh hưởng đến việc lựa chọn một SP fast food?
Dưới 10.000đ 10.000đ ÷ 20.000đ 20.000đ ÷ 30.000đ Trên 30.000đ Không bị ảnh hưởng
5 KHUYẾCH TRƯƠNG 5.1 Thông tin quảng cáo thường đến với anh/chị theo những kênh nào? (có thể chọn nhiều lựa chọn)
Truyền hình Internet Báo giấy
Quảng cáo ngoài trời Truyền miệng Tờ rơi Kênh thông tin khác
6 KÊNH PHÂN PHỐI 6.1 Theo anh/chị, kênh phân phối nào dưới đây nên được sử dụng đối với fast food?
(Có thể chọn nhiều lựa chọn)
Tại điểm bán hàng Tại các quán cafe Giao theo yêu cầu Kênh khác
7.1 Anh chị nghĩ, fast food có thể (Có thể chọn nhiều lựa chọn)
Thay thế bữa ăn chính Đồ ăn cho vui, thay đổi không khí Đồ ăn ngon / xa xỉ Đồ ăn tiệc tùng, sum họp Khác
7.2 Anh chị vui lòng cho biết quan điểm của anh/chị về mức độ tiềm năng phát triển thị trường Fast food tại Việt Nam?
Chọn theo thang điểm từ : không tiềm năng đến : rất tiềm năng
7.3 Xin anh chị vui lòng cho biết có sử dụng các sản phẩm fast food trong vòng 03 tháng qua?
7.4 Xin anh chị vui lòng cho biết, trung bình mỗi tháng dùng bao nhiêu lần (trong vòng 03 tháng qua)?
Dưới 03 lần 3 ÷ 5 lần Trên 5 lần
8 THÔNG TIN VỀ CƠM KẸP VIETMAC 8.1 Anh/chị có biết và đã từng dùng sản phẩm fast food Vietmac? Đã dùng sản phẩm Có nghe tên Chưa biết đến sản phẩm
8.2 Nếu anh/chị đã biết đến Cơm kẹp Vietmac, xin vui lòng cho biết những cảm nhận ban đầu về SP?
9 THÔNG TIN NGƯỜI TRẢ LỜI
Anh chị vui lòng cho biết thông tin cá nhân bên dưới để làm cơ sở đánh giá cho bảng khảo sát này
Mọi thông tin cá nhân của anh chị sẽ được giữ bí mật và không phục vụ cho mục đính nào khác
Anh chị vui lòng cho biết thông tin cá nhân bên dưới để làm cơ sở đánh giá cho bảng khảo sát này
Mọi thông tin cá nhân của anh chị sẽ được giữ bí mật và không phục vụ cho mục đính nào khác
Email: lienttm@vinaphone.vn Giới tính Nam Nữ Độ tuổi: 31 đến 40 Nghề nghiệp: Marketing/Sales
Tình trạng hôn nhân: Độc thân Đã kết hôn
Thành phố: Hà Nội Nếu ở Hà nội, xin vui lòng chọn Quận: Đống Đa Thu nhập bình quân /tháng (1.000.000 đ):
Không có thu nhập dưới 5 triệu 5 ÷ 10 triệu
Cảm ơn bạn đã trả lời phiếu thăm dò
Appendixes 3 Questionnaire for Vietmac satisfaction measurement
CƠM KẸP VIỆTMAC - PHIẾU ĐÁNH GIÁ
Phiếu khảo sát sự thỏa mãn khách hàng Print version
Nhằm nâng cao khả năng thoả mãn nhu cầu Khách hàng, chúng tôi mong nhận biết sự hài lòng của Quý công ty về sản phẩm, dịch vụ Cơm kẹp Việtmac Xin vui lòng cung cấp những nhận xét khách quan của Quý công ty theo những nội dung sau:
Quí khách vui lòng sử dụng hệ thống thang điểm đánh giá mức độ hài lòng từ 1 (rất không hài lòng/không phù hợp) đến 5 (rất hài lòng/phù hợp)
Không cần đánh giá những chỉ tiêu Quý vị không quan tâm
Chỉ tiêu đánh giá Thang điểm
1 Thương hiệu, xuất xứ, bao bì 1 2 3 4 5
3 Thơm ngon/hợp khẩu vị 1 2 3 4 5
8 Dịch vụ bán hàng/phục vụ 1 2 3 4 5
9 Với sự hài lòng này, 1 2 3 4 5 anh/chị sẽ tiếp tục sử dụng sản phẩm của chúng tôi
Xin quý khách hàng đóng góp thêm những ý kiến khác giúp chúng tôi cải tiến và phục vụ tốt hơn:
Xin chân thành cảm ơn!
Thông tin cá nhân người trả lời:
Tôi là người quyết định mua sản phẩm Tôi được mời dùng SP
Họ tên: _Giới tính Nam Nữ Tuổi:
Cơ quan công tác: Chuyên môn _ Địa chỉ cơ quan (ghi quận) _
