Acct2118 G3 Assessment 2 Vietmac (1)

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RMIT University VietnamACCT2118 Industry Project |

Project Proposal

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VietMac marketing communication’s incapability of conveying brand values

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RMIT International University Vietnam

BP181 Bachelor of Commerce Program

Your submission will not be accepted unless all fields below are completed

Course Code: | ACCT2118 |

Course Name: | Project Proposal |

Location where you study: | RMIT Hanoi |

Title of Assignment: | Assignment 1: Project Proposal |

File(s) submitted | Project proposal RMIT version.docx |

Student name and ID: | Pham Cong ThanhPham Thuy Linh GiangVu Ngoc ThuyLe Anh ChiPham Thanh Ngoc |

Learning Facilitator in charge: | Mr. Daniel Burns |

Assignment due date: | 18 Nov 2012 |

Date of submission: | 18 Nov 2012 |

Number of pages including this one: | 13 |

Word Count: (exclude executive summary, reference & appendix) | 1,294 |

Table of contents

1 Situational Analysis 1

2 Identification of problems 1

2.1 Problem definition 1

2.2 Objectives 2

3 Literature review 2

3.1 Vietnam’s fast food market 2

3.2 Importance of branding and communication 3

4 Research methodology 4

5 References 6

6 Appendices 7

6.1 Appendix A: SWOT Analysis 7

6.2 Appendix B: Porter’s 5 Forces 8

6.3 Appendix C: Rich Picture 9

6.4 Appendix D: Ishikawa Diagram 10

Situational Analysis

Fast food has become a potential market in Vietnam. According to Euromonitor (2011), fast food increased by 13% in current value terms in 2010. However, foreign brands are key players in this field; for example, KFC Vietnam in 2010 leads the market with 12% share of value sales (Euromonitor 2011). Possible reasons vary: strong well-known brands, tasty food appropriate for Vietnamese, well-design stores, good customer services, better communication with customers through websites, advertisement, and PR. In spite of the thriving market, domestic fast-food brand is disadvantaged facing...