Customization and standardization of the business strategy of foreign enterprises in Vietnam. The McDonald’s case and the fast food sector

Abstract

The 21st century brings together a number of changes in all fields. The market evolved continuously and it is becoming more and more difficult for businesses to differentiate from their competitors and to gain and maintain a leader position in their industry. When it comes to business strategies and market approach, how some foreign typical brands in fast food industry have conducted in terms of global and multinational approach, in particular, customization and standardization Factors. The purpose of this paper is to study, demonstrate to some critical strategies of foreign businesses such as Mc. Donald's brand as one of the most successful fast food chain in the world. This paper is organized as follows: in the first section, I will give brief introduction to the first step of it into Vietnam market parallel with some results of analyzing particular strategies used by Mc. Donald's and how these strategies are effective. Then, in comparison with other typical brands like KFC and Lotteria is to illustrate and contrast clearly. Finally, the paper will debate about positive efficiencies as well as corporate social responsibilities.