Chapter 1 Introduction11 Background Of The
Chapter 1: Introduction
1.1. Background of the topic
After a long time the consumers are familiar with brands such as KFC, Lotteria and Jollibee, Subway ... fast food market is truly disturbed by the new faces. In 2013 McDonald's officially joined the Vietnam fastfood market is surprised.
Before that, in the end of 2012, the brand was rated the second most in the world is Burger King (USA) has officially joined in VN through franchise partners.
In 2011, the total market turnover reached fast food VN 870 billion. However, the share of this sector is located largely in the hands of foreign brands.
Nowadays, the Vietnamese’s living standard has been significantly improved and developed. Vietnam is a new market opening, attractive young population. If compared with other countries in the region, fast food VN market is quite new - not yet 15 years, while the neighboring countries such as Singapore, Philippines ... became acquainted with the fast food industry from 36-40 year.
With a growth rate of 26% / year, fastfood Vietnam market is considered to be "delicious" for fast food brands in the world.
1.2. Purposes
At the present, globalization is spreading strongly and rapidly in every economic sector. As a result of this process, franchising method has been born and expressed how popular its role is all over the world. From perspective of the franchisor, franchising represents an effective method of rapid market penetration and product distribution without the typical capital costs associated with internal expansion. From perspective of the franchisee, franchising offers a method of owning a business with low risk and high effectiveness, so small and medium entrepreneurs tend to establish and operate small business by franchising rather than organizing the business from the scratch. From the perspective of the consumer, franchised outlets offer a wide range of products and services at a consistent level of quality and at affordable prices. Thus, enable a win-win
1.1. Background of the topic
After a long time the consumers are familiar with brands such as KFC, Lotteria and Jollibee, Subway ... fast food market is truly disturbed by the new faces. In 2013 McDonald's officially joined the Vietnam fastfood market is surprised.
Before that, in the end of 2012, the brand was rated the second most in the world is Burger King (USA) has officially joined in VN through franchise partners.
In 2011, the total market turnover reached fast food VN 870 billion. However, the share of this sector is located largely in the hands of foreign brands.
Nowadays, the Vietnamese’s living standard has been significantly improved and developed. Vietnam is a new market opening, attractive young population. If compared with other countries in the region, fast food VN market is quite new - not yet 15 years, while the neighboring countries such as Singapore, Philippines ... became acquainted with the fast food industry from 36-40 year.
With a growth rate of 26% / year, fastfood Vietnam market is considered to be "delicious" for fast food brands in the world.
1.2. Purposes
At the present, globalization is spreading strongly and rapidly in every economic sector. As a result of this process, franchising method has been born and expressed how popular its role is all over the world. From perspective of the franchisor, franchising represents an effective method of rapid market penetration and product distribution without the typical capital costs associated with internal expansion. From perspective of the franchisee, franchising offers a method of owning a business with low risk and high effectiveness, so small and medium entrepreneurs tend to establish and operate small business by franchising rather than organizing the business from the scratch. From the perspective of the consumer, franchised outlets offer a wide range of products and services at a consistent level of quality and at affordable prices. Thus, enable a win-win