LUẬN văn THẠC sĩ nghiên cứu marketing và đề xuất cho sản phẩm fast food vietmac

VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS NGUYEN MINH DUC VIETMAC FAST FOOD – MARKETING RESEARCH AND RECOMMENDATIONS Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr Tran Doan Kim Hanoi – 2011 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS ACKNOWLEDGMENT i ABSTRACT ii TÓM TẮT iv TABLE OF CONTENTS vi LIST OF CHARTS ix LIST OF FINGURES xi LIST OF TABLES xii INTRODUCTION CHAPTER 1: LITERATURE REVIEW 1.1 Marketing research 1.2 Research methodology theory and implication 13 1.2.3 Sample selection 18 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 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 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 Vietmac 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 3.1.1 Questionnaire design 54 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 vii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 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 Vietmac 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 4.3 Conclusion 97 REFFERENCES 99 APPENDIXES 101 viii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF CHARTS Chart Most wanted fast food brand name 57 Chart Factors measurement influences on chosing a brand 58 Chart Brand changing habit 59 Chart Brand satisfaction measurement 60 Chart Nutrition, health and safety satisfaction measurement 60 Chart Tasty and flavor satisfaction measurement 61 Chart Convenience satisfaction measurement 62 Chart Menu flexible satisfaction 62 Chart Price satisfaction measurement 63 Chart 10 Point of sale decoration satisfaction measurement 63 Chart 11 Service and staff behaviour satisfaction 64 Chart 12 Satisfaction compare within KFC, Jollibee and Vietmac 64 Chart 13 Important factors 67 Chart 14 Behaviour of people about price 67 Chart 15 Price sensitive 68 Chart 16 Ads channels 69 Chart 17 Distribution channels 70 Chart 18 Frequency of eating fast food in last month 71 Chart 19 Times of eating fast food in last three months 72 Chart 20 Recognition of Vietmac Rice burger 72 Chart 21 Brand satisfaction Vietmac V.s KFC 77 ix LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Chart 22 Nutrition satisfaction Vietmac V.s KFC 78 Chart 23 Tasty & flavor Vietmac V.s KFC 78 Chart 24 Convenience measurement Vietmac V.s KFC 79 Chart 25 Menu satisfaction Vietmac V.s KFC 80 Chart 26 Price satisfaction Vietmac V.s KFC 81 Chart 27 P.O.S decor Vietmac V.s KFC 81 Chart 28 Service and staff behaviour Vietmac V.s KFC 82 Chart 29 Vietmac satisfaction by factors 83 x LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FINGURES Figure Phases of the research process Figure Organization of the research Figure Follow chart of the research process 11 Figure Factors influence to Vietnam fast food marketing application 22 Figure The four Ps components of marketing mix 24 Figure Market analysis steps 28 Figure Porter five force 44 Figure Vietmac Rice burger product 46 Figure Vietmac's strengths and weaknesses 84 xi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES Table Forecast sales in fast food by subsector: units/outlets 2011-1014 (quoted from 2009 2014) 33 Table Forecast sales in fast food by subsector: foodservice value 2011 – 2014 (quoted from 2009-2014) 33 Table Global Brand Owner Shares of Chained Fast Food 2005-2009 38 Table Brand Shares of Chained Fast Food 2006-2009 38 Table Hanoi fast food market sales forecast - lunch time meal 49 Table Vietmac performances 52 Table Factors measurement influences on chosing a brand 58 Table Time of meal 65 Table Place of meal 65 Table 10 Group of people 66 Table 11 Willing measurement to sellect fast food 66 Table 12 Treatment of people with fast food 70 Table 13 Fast food potential measurement 70 Table 14 Respondents by genders 74 Table 15 Respondents by ages 75 Table 16 Respondents by careers 75 Table 17 Respondents by location 76 Table 18 Respondents by income 76 Table 19 Vietmac Satisfaction by factors 82 Table 20 Descriptive statistics 84 xii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Table 21 Gender 85 Table 22 Careers 85 Table 23 Place of work 86 Table 24 Decision right 86 xiii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com INTRODUCTION Back ground Global economic with the daily changing of business environment, as the human needs are continuously developing and changing, according to those changes, opportunities are constantly appearing Marketing research plays an important role in searching for new opportunities and determining the objectivities, valuation of those new opportunities It is also used to know more about existing market like customer, competitor, business environment, marketing trend and prospect… Fast food is an example of changing and developing market over the past years Living and working environment and food culture have been changing, people quickly accept Western style fast food and this is a great opportunity for investors in this area In a short time, the leading brands of fast food worldwide have been quickly penetrating and growing strongly in Vietnam, for example, KFC, Lolteria, Jollibee, BBQ, Pizza Hut Sales volume of fast food chain stores in five years from 2004 to 2009 had grown 55%, and forecasted to grow 18.9% / year from now to 2014 Sales of fast food industry in Vietnam in 2009 reached 6.296,6 billion, expected to reach 9.204, billion USD in 2014 (according to Eromonitor international) Fast food for lunch time that serving officer is one of the major markets that competitors are focusing on Vietnam currently has some brands participating in fast food industry and also found the objective signs e.g Pho 24, Ga 99 and most recently, in early July, 2011, Vietmac Rice burger brand was officially introduced in Hanoi after six month of researching and developing LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com As soon as possible, Vietmac shall diversify its menu, add more soup and salad Soup can be contained in hot keeping box Recommendations for Price - The price of Vietmac is reasonable with 42% satisfied, 28% very satisfied Vietmac should keep the prices as appropriate But the author notes that, customer willing to pay more for fast food products, 61% said, the price is from 40.000 vnd to 60.000 vnd is accepted With current price from 27.000vnd to 35.000vnd, Vietmac can increase a little if the product is improved - About 24% officer goes home and takes a portion prepared in morning to office for lunch, as the author, may be about the distance from home to office is short, or may be they afraid of not good for health when earting fast food, “sidewalk rice shop” or may be they care about the price, when prepare in the morning or go home for lunch is cheaper than eating in rice shop or fast food restaurant So, while product of Vietmac is fresh, nutrition, safety and healthy, Vietmac shall care about the price, the price shall be very reasonable for almost of officer - The readiness to accept adjustment of fast food is also high, up to 50% of asked people approved an increasing of 10.000vnd to 20.000vnd per portion, 8% say they are not affected by the price increasing Perhaps because they choose to eat fast food just for for fun, so they also not care so much about price But also keep in mind that 17% just accept the price under 40.000vnd per portion and 11% accept only adjustment under 10.000vnd per portion The fact that, customer may accept the increasing in price, but it is better keeping the cheaper price at the first period of lauching, it may be under 40.000vnd per portion to achieve more customers - Vietmac shall run some promotion capain in price reducing in this phase of business Recommendations for Place 95 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com - Display, decoration and position of Vietmac stores is not yet rated highly Vietmac usually use spaces in food areas in big shopping center such as Parkson, Grand plaza…with general design for a whole, but not design for a particular so Vietmac can not create the impression This policy may be appropriate for Vietmac for early phase of development, however, the selection of place in the center city especially at cross - road , center building and décor an impression space is essential, because consumers are very interested in interior space and interior design of point of sale - Delivery as required is the most important factor in distribution channel while 81% says they prefer to delivery at home or office This is also especially meaningful for the customer target in office, where they have only one hour for lunch, especially in the hot summer, and very cold winter, they not want to go out They want to call for meal in office, after that they can rest a while before business hours in the afternoon So, Vietmac should concentrate on delivering as request - Beside restaurent in shopping center, Vietmac shall consider to open more restaurants at the easy seeing place to attract more people Recommendations for Promotion - According to the survey three most important factors for customers to choose a brand are taste (58%), convenience (48%) and the brand names, origin (44%) While participating in fast food market in Vietnam, almost brands are big and reputable such as KFC, Lotteria, Jollibee, so it is very important for Vietmac to invest in brand awareness system With the development of brands, Vietmac would consolidate much for nutrients and safety as well - With customer target is officer, according to the survey, up to 61% suggested that the best channel of advertising is internet, 55% selected the TV, followed by word of mouth (51%), and outdoor 50% So if Vietmac has any marketing campaigns, advertising channel must balance the budget and marketing objectives In my opinion, internet and outdoor ads should be prior to use 96 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com For online advertising, Vietmac should choose some news webpage with contents about economic & finance (vnEconomy, Cafef), general newspape website (vnexpress, vietnamnet, dantri), for lady website (afamily, lamchame) or entertanment website (zing, ngoisao) Beside that, some social network webpages should be used are facebook, google plus, or yahoo For outdoor, Vietmac can choose Evelator screen advertising in some office building Because, whenever officer goes for lunch, they will see the luch food advertisment, so they may choose the product that attracted them - 77% said they go out for fast food meals with friends, colleagues, 40% go with family, so that promotion programs should focus on group of people Groupon promotion is suggested to use for promoting this group Some webpage has done well in groupon promotion are Muachung, Nhommua… 4.2 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 4.3 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 market characteristics, competitors, market opportunities, habits, needs, customer 97 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 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 THE END 98 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com REFFERENCES 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”, report 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, Report Myy, (2009), “Fast Food for Vietnam's Young Urbanites”, Report 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 Rodriguez, Judith, (2007), “Obesity & Health concerns” Robert Lauterborn, (1990), “New Marketing Litany: 4Ps Passe; C-Words take over” Advertising Age, Crain Communications, Inc., p 26 Jennifer Packer Talwar, (2003), “Fast Food, Fast Track: Immigrants, Big Business, and the American Dream”, Westview Press 99 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com William G Zikmund (1986), “Exploring marketing research” second edition, Harcourt College Pub World resources institute, “population, health and human well-being Country profile: Vietnam” 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 The ‘big boys’ crowd into Vietnam’s fast food market, http://english.vietnamnet.vn/biz/2009/05/846270/ Fastfood: đua “ông lớn”: http://tuoitre.vn/Kinh-te/314606/Fastfoodcuoc-dua-cua-nhung-%E2%80%9Cong-lon%E2%80%9D.html Fast food Việt – bao giờ?: http://dddn.com.vn/2008062001254776cat117/fast-foodviet-bao-gio.htm 100 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com APPENDIXES Appendixes Information needed and questions for Vietnam fast food market Questions Needed information (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 yếu tố khiến anh/chị chọn nhãn hiệu fast food câu hỏi trên? (2) About the customers’ needs, habits, and satisfaction Factors that trigger the purchase of the 7.1 Anh chị nghĩ, fast food là? product (or service) Factors that influence the choice of 1.2 Anh/chị vui lòng chọn yếu tố supplier khiến anh/chị chọn nhãn hiệu fast food câu hỏi trên? 3.1 Theo anh/chị, yếu tố quan trọng SP fast food? Consumers satisfaction with the product 2.2 Anh/chị vui lòng cho biết thỏa mãn đối (or service) với sản phẩm/nhãn hiệu fast food chọn (theo yếu tố)? 2.3 Anh/chị vui lòng cho biết, mức độ hài lòng chung anh/chị 03 sản phẩm fast food lựa chọn bên What customers expect from this type 3.1 Theo anh/chị, yếu tố quan trọng of product (or service) SP fast food? Customer habit? Go with Where? How to be served? whom? 2.1 Xin anh chị vui lòng cho biết có thường xuyên thay đổi nhãn hiệu fast food? 101 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 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 ai? (3) About product information Un-met needs opportunities) (new product 2.2 Anh/chị vui lòng cho biết thỏa mãn sản phẩm/nhãn hiệu fast food chọn (theo yếu tố)? What core the competencies must the 3.1 Theo anh/chị, yếu tố quan trọng products or services have (for both SP fast food? product, price, service, distribution…) Attitudes to new products (either in 8.2 Nếu anh chị biết đến Cơm kẹp Vietmac, concept, as prototypes or in their finished xin vui lòng cho biết cảm nhận ban đầu SP, form) for Vietmac dịch vụ? (4) About price information Prices of the products Price sensitivity product (elasticity) 4.1 Theo anh/chị, mức giá coi phù hợp cho 01 suất ăn of the 4.2 Mức thay đổi giá ảnh hưởng đến việc thay đổi lựa chọn SP fast food? (5) About promotion information Sources through which consumers and 5.1 Thông tin quảng cáo thường đến với potential consumers acquire their anh/chị theo kênh nào? information on products and services (6) About distribution information Distribution channels (Questionnaire) 6.1 Theo anh/chị, kênh phân phối nên sử dụng fast food? (7) About market struture Market size / volume – segmentation Secondary data Market share – segmentation Secondary data Is the market saturated or wide open? If 2.7 Anh chị cho biết mức độ sẵn lòng sử dụng so, why? fast food đáp ứng yêu cầu anh chị? 7.1 Anh chị nghĩ, fast food có thể: 7.2 Anh chị vui lòng cho biết quan điểm 102 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com anh/chị mức độ tiềm phát triển thị trường Fast food Việt Nam? 7.3 Anh chị vui lịng cho biết có sử dụng sản phẩm fast food vòng 03 tháng vừa qua? 7.4 Anh chị vui lòng cho biết, trung bình tháng dùng lần (trong vịng 03 tháng qua)? (8) About awareness of vietmac products If customer know about Vietmac rice 8.1 Anh chị vui lòng cho biết nhận biết burger sản phẩm Cơm kẹp Vietmac? The first reaction about Vietmac rice 8.2 Nếu anh chị biết đến Cơm kẹp Vietmac, burger xin vui lòng cho biết cảm nhận ban đầu SP, dịch vụ? (9) About segmentation opportunities Demographics of the population in terms Thông tin cá nhân of age, gender, income group, location Behaviour of the population in terms of 2.1 Xin anh chị vui lịng cho biết có thường how they buy (eg frequency of purchase, xuyên thay đổi nhãn hiệu fast food? place of purchase, size of purchase etc) 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 ai? 103 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Appendixes Questionnaire for Vietnam fast food market KHẢO SÁT NHẬN THỨC VÀ SỰ THỎA MÃN Hanoi School of Business HSB - MBA7 VỀ SẢN PHẨM FAST FOOD Fast food questionnaire Lunch time focus Email Version Tơi học viên chương trình MBA trường Hanoi School of Business – HSB, Đại học Quốc Gia Hà Nội Tôi thực đề tài nghiên cứu marketing research cho ngành sản phẩm fast food Việt Nam Những ý kiến đóng góp anh/chị đóng góp phần quan trọng nghiên cứu Rất mong nhận chia sẻ ý kiến ủng hộ anh/chị Bản survey xin gửi về: ductbol@gmail.com Xin chân thành cảm ơn kính chúc anh/chị ln gặp nhiều niềm vui, may mắn hạnh phúc VỀ CÁC NHÃN HIỆU/SẢN PHẨM THAM GIA TRÊN THỊ TRƯỜNG FAST FOOD 1.1 Anh/chị vui lịng chọn 01 nhãn hiệu fast food anh/chị u thích nhất? KFC Jollibee Lotteria Phở 24 Cơm kẹp Vietmac Khác 1.2 Anh/chị vui lòng chọn yếu tốkhiến anh/chị chọn nhãn hiệu fast food câu hỏi trên? Thương hiệu, xuất xứ, bao bì Dinh dưỡng/sức khỏe Thơm ngon/hợp vị Tiện dụng (thời gian) Thực đơn phong phú Giá hợp lý Trang trí cửa hàng Dịch vụ bán hàng/phục vụ Yếu tố khác VỀ NHU CẦU, THÓI QUEN, SỰ THỎA MÃN CỦA KHÁCH HÀNG 2.1 Xin anh/chị vui lịng cho biết có thường xun thay đổi nhãn hiều fast food? khi, đến thường xuyên Thang điểm Khung chọn 2.2 Anh/chị vui lòng cho biết thỏa mãn sản phẩm/nhãn hiệu fast food chọn (mục 1.1) Chọn theo thang điểm từ không hài lòng đến hài lòng 104 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Các yếu tố Thang điểm chọn Thương hiệu, xuất xứ, bao bì Dinh dưỡng/sức khỏe Thơm ngon/hợp vị Tiện dụng (thời gian) Thực đơn phong phú Giá hợp lý Trang trí cửa hàng Dịch vụ bán hàng/phục vụ Yếu tố khác 2.3 Anh/chị vui lòng cho biết, mức độ hài lòng chung anh/chị 03 sản phẩm fast food lựa chọn bên Chọn theo thang điểm từ khơng hài lịng đến hài lịng Các thương hiệu/sản phẩm Thang điểm chọn KFC Jollibee Cơm kẹp Vietmac 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 (có thể chọn nhiều lựa chọn): Tại điểm bán Mua nơi làm việc Mua nhà Nơi khác Cùng gia đình Cùng nhóm khác 2.6 Anh/chị thường (có thể chọn nhiều lựa chọn): Đi Cùng bạn bè, đồng nghiệp 2.7 Anh chị vui lòng cho biết mức độ sẵn lòng sử dụng SP fast food đáp ứng yêu cầu anh chị? Chọn theo thang điểm từ không sẵn sàng đến sẵn sàng Thang điểm Khung chọn THƠNG TIN SẢN PHẨM 3.1 Anh/chị vui lịng chọn 01 yếu tố quan trọng SP fast food? Thương hiệu, xuất xứ, bao bì Dinh dưỡng/sức khỏe Thơm ngon/hợp vị Tiện dụng (thời gian) Thực đơn phong phú Giá hợp lý 105 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Trang trí cửa hàng Dịch vụ bán hàng/phục vụ Yếu tố khác THÔNG TIN GIÁ CẢ 4.1 Theo anh/chị, mức giá coi phù hợp cho 01 suất ăn? Dưới 40.000đ 60.000đ ÷ 80.000đ 40.000đ ÷ 60.000đ Trên 80.000đ 4.2 Theo anh/chị, mức thay đổi giá ảnh hưởng đến việc lựa chọn SP fast food? Dưới 10.000đ 10.000đ ÷ 20.000đ 20.000đ ÷ 30.000đ Trên 30.000đ Không bị ảnh hưởng KHUYẾCH TRƯƠNG 5.1 Thông tin quảng cáo thường đến với anh/chị theo kênh nào? (có thể chọn nhiều lựa chọn) Truyền hình Quảng cáo ngồi trời Internet Báo giấy Truyền miệng Tờ rơi Kênh thông tin khác KÊNH PHÂN PHỐI 6.1 Theo anh/chị, kênh phân phối nên sử dụng fast food? (Có thể chọn nhiều lựa chọn) Tại điểm bán hàng Tại quán cafe Giao theo yêu cầu Kênh khác CẤU TRÚC THỊ TRƯỜNG 7.1 Anh chị nghĩ, fast food (Có thể chọn nhiều lựa chọn) Thay bữa ăn Đồ ăn cho vui, thay đổi khơng khí Đồ ăn ngon / xa xỉ Đồ ăn tiệc tùng, sum họp Khác 7.2 Anh chị vui lòng cho biết quan điểm anh/chị mức độ tiềm phát triển thị trường Fast food Việt Nam? Chọn theo thang điểm từ : không tiềm đến : tiềm Thang điểm Khung chọn 7.3 Xin anh chị vui lịng cho biết có sử dụng sản phẩm fast food vòng 03 tháng qua? Có Khơng 7.4 Xin anh chị vui lịng cho biết, trung bình tháng dùng lần (trong vịng 03 tháng qua)? Dưới 03 lần ÷ lần Trên lần 106 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com THÔNG TIN VỀ CƠM KẸP VIETMAC 8.1 Anh/chị có biết dùng sản phẩm fast food Vietmac? Đã dùng sản phẩm Có nghe tên Chưa biết đến sản phẩm 8.2 Nếu anh/chị biết đến Cơm kẹp Vietmac, xin vui lòng cho biết cảm nhận ban đầu SP? THÔNG TIN NGƯỜI TRẢ LỜI Anh chị vui lịng cho biết thơng tin cá nhân bên để làm sở đánh giá cho bảng khảo sát Mọi thông tin cá nhân anh chị giữ bí mật khơng phục vụ cho mục đính khác Anh chị vui lịng cho biết thơng tin cá nhân bên để làm sở đánh giá cho bảng khảo sát Mọi thông tin cá nhân anh chị giữ bí mật khơng phục vụ cho mục đính khác Email: lienttm@vinaphone.vn Giới tính Độ tuổi: 31 đến 40 Tình trạng nhân: Thành phố: Hà Nội Nghề nghiệp: Nam Nữ Marketing/Sales Độc thân Đã kết hôn Nếu Hà nội, xin vui lòng chọn Quận: Đống Đa Thu nhập bình qn /tháng (1.000.000 đ): Khơng có thu nhập triệu 10 ÷ 15 triệu 15 triệu ÷ 10 triệu Cảm ơn bạn trả lời phiếu thăm dò 107 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Appendixes Questionnaire for Vietmac satisfaction measurement CƠM KẸP VIỆTMAC - PHIẾU ĐÁNH GIÁ Phiếu khảo sát thỏa mãn khách hàng Print version Kính gửi: Quý khách hàng Nhằm nâng cao khả thoả mãn nhu cầu Khách hàng, mong nhận biết hài lịng Q cơng ty sản phẩm, dịch vụ Cơm kẹp Việtmac Xin vui lòng cung cấp nhận xét khách quan Quý công ty theo nội dung sau: Q khách vui lịng sử dụng hệ thống thang điểm đánh giá mức độ hài lòng từ (rất khơng hài lịng/khơng phù hợp) đến (rất hài lịng/phù hợp) Khơng cần đánh giá tiêu Q vị không quan tâm Thang điểm Chỉ tiêu đánh giá Thương hiệu, xuất xứ, bao bì Dinh dưỡng/sức khỏe Thơm ngon/hợp vị Tiện dụng 5 Thực đơn phong phú Giá hợp lý Trang trí cửa hàng Dịch vụ bán hàng/phục vụ Với hài lòng này, anh/chị tiếp tục sử dụng sản phẩm Xin quý khách hàng đóng góp thêm ý kiến khác giúp cải tiến phục vụ tốt hơn: Xin chân thành cảm ơn! Thông tin cá nhân người trả lời: Tôi người định mua sản phẩm Tôi mời dùng SP Họ tên: _Giới tính Nam Nữ Tuổi: Cơ quan công tác: Chuyên môn _ Địa quan (ghi quận) _ Ngày tháng _/ _/2011 108 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Appendixes Research planning schedule No Task name Duration 10 11 12 13 I Innitial jobs Problems discorvery Problem definition and statement of objectives Topic choosing Outline thesis Outline thesis II Data gathering, processing and analyzing Innitial research with second data Data and information needed identifying Questionraire design & data gathering Vietnam fast food market survey Vietmac rice burger survey Data editing, coding, processing and analyzing 14 15 16 17 18 19 20 III Thesis writing & reporting Introduction Literature review Vietnam fast food market & Vietmac Survey conducting & Finding Marketing recommendations Editing and revising Full schedule Start Finish 14 days days 01/02/11 8:00 01/02/11 8:00 18/02/11 17:00 09/02/11 17:00 day day days days 10/02/11 8:00 11/02/11 8:00 14/02/11 8:00 17/02/11 8:00 10/02/11 17:00 11/02/11 17:00 16/02/11 17:00 18/02/11 17:00 133 days 10 days days 90 days 90 days 30 days 30 days 21/02/11 8:00 21/02/11 8:00 07/03/11 8:00 10/03/11 8:00 10/03/11 8:00 10/03/11 8:00 14/07/11 8:00 24/08/11 17:00 04/03/11 17:00 09/03/11 17:00 13/07/11 17:00 13/07/11 17:00 20/04/11 17:00 24/08/11 17:00 183 days days days 30 days 30 days 10 days 10 days 274 days 21/02/11 8:00 21/02/11 8:00 02/03/11 8:00 07/03/11 8:00 25/08/11 8:00 06/10/11 8:00 20/10/11 8:00 02/11/11 17:00 01/03/11 17:00 10/03/11 17:00 15/04/11 17:00 05/10/11 17:00 19/10/11 17:00 02/11/11 17:00 01/02/11 8:00 02/11/11 17:00 Prede cessors 9 11 15 13 18 19 THE END 109 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... definition of fast food is too wide, it includes any foods that can be served fast, such as bakery product fast food, burger fast food, chicken fast food, pizza fast food, Vietnam noodle fast food or... in fast food by subsector: foodservice value 2011 – 2014 (quoted from 2009-2014) VND billion Chained fast food Independent fast food Asian fast food Bakery products fast food Burger fast food. .. 2011-1014 (quoted from 2009 - 2014) Outlets Chained fast food Independent fast food Asian fast food Bakery products fast food Burger fast food Chicken fast food 2011 2012 2013 2014 CAGR 365.0 429.0 499.0