Real Eastate Data Analysis final - Tài liệu tham khảo | Đại học Hoa Sen

MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
BANKING AND FINANCE DEPARTMENT
REAL ESTATE MARKET DATA ANALYS GROUP PROJECT: McDonald's Tran Hung Dao
Subject: Real Estate Market Data Analys
Lecturer: Nghiem Tan Phong Group members: Ho Nguyen Anh Vu – 22106173 Mai Hoang Khoi – 22122933 Ho Nguyen Khoi - 22112487 Nguyen Thanh Cong - 22117280 Ho Nguyen Tam - 22102925 Ho Chi Minh, June 2024
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
BANKING AND FINANCE DEPARTMENT
REAL ESTATE MARKET DATA ANALYS GROUP PROJECT: McDonald's Tran Hung Dao Ho Chi Minh, June 2024 1 TABLE OF CONTENTS
TABLE OF FIGURES...................................................................................................................1
CHAPTER 1. PROJECT DESCRIPTION AND OVERALL MARKET ANALYSIS............2
1.1. Brand description..............................................................................................................................2
1.2. Location description.........................................................................................................................2
1.3. Activities and land uses surrounding the project...............................................................................2
1.4. Environmental characteristics...........................................................................................................3
1.5. Legal requirements...........................................................................................................................4
................................................................................................................................................................. 4
1.6. Traffic............................................................................................................................................... 4
1.7. Overall market analysis....................................................................................................................5
1.7.1.Population...................................................................................................................................5
1.7.2. Household..................................................................................................................................6
1.8. SWOT Analysis................................................................................................................................6
1.8.1.Strengths:.................................................................................................................................... 6
1.8.2.Weaknesses.................................................................................................................................6
1.8.3. Opportunities.............................................................................................................................8
1.8.4. Threats.......................................................................................................................................8
CHAPTER 2. EVALUATE PROJECT NEEDS AND COMPETITIVENESS......................10
2.1. Types of customers.........................................................................................................................10
2.2. Average income of people...............................................................................................................11
2.3. Competitors and Comparison.........................................................................................................12
2.4. Mayoral needs................................................................................................................................13
2.5. Threat from substitute products......................................................................................................17
CHAPTER 3. RECOMMENDATIONS....................................................................................17
REFERENCE...............................................................................................................................18 2 TABLE OF FIGURES
Image 1. McDonald’s store..............................................................................................................2
Image 2. Surrounding buildings.......................................................................................................3
Image 3. Land planning...................................................................................................................4
Image 4. Traffic of the neighbourhood............................................................................................5
Image 5. McDonald’s Tran Hung Dao parking lot..........................................................................7
Image 6. McDonald’s supply chain.................................................................................................7
Image 7. Market price of the neighbourhood..................................................................................9
Image 8. Survey results..................................................................................................................14
Image 9. Customers purpose classification....................................................................................14
Image 10. Fast food market share..................................................................................................15
Image 11. Revenue of restaurants chain........................................................................................16
CHAPTER 1. PROJECT DESCRIPTION AND OVERALL MARKET ANALYSIS 1.1. Brand description
McDonald's is a large chain of fast food restaurants worldwide. The company system was
founded in 1940 by two brothers Richard and Maurice McDonald in California, USA.
McDonald's will set a new standard for the fast food restaurant industry in Vietnam, providing
customers with unique experiences only available at our restaurant chain. McDonald's is also
famous for its smart marketing strategy and continuous innovation in serving customers. The
company also strives to promote environmental protection programs and improve the community's quality of life. Image 1. McDonald’s store 1.2. Location description
Location: 2-2A D. Tran Hung Dao, Pham Ngu Lao Ward, District 1, Ho Chi Minh City 700000
The location of McDonald's Tran Hung Dao restaurant is located on Tran Hung Dao Street,
District 1, Ho Chi Minh City. This is one of the McDonald's locations with a very convenient
location, located right on the main road and center of District 1, near many tourist attractions and
major commercial centers. This store often attracts a large number of customers, especially
young people and tourists thanks to its convenient location and is sandwiched between Tran
Hung Dao and Pham Ngu Lao streets (next to September 23 park). 2
1.3. Activities and land uses surrounding the project
Located near many universities and colleges such as Ho Chi Minh University of Economics,
Van Lang University, very suitable for students’ dining needs.
The surrounding area is mainly office buildings, hotels, and shopping centers also including:
Many hotels, restaurants, and shopping centers
Bus stops to serve the transportation needs of customers
Parking for cars and motorbikes to meet customer needs
Numbesr of public buildings such as Notre Dame Cathedral and Central Post Office Image 2. Surrounding buildings
1.4. Environmental characteristics
Because it is located on two routes with high traffic volume and high employee salaries due to
its proximity to office rental areas. Traffic jams often occur during morning and evening rush
hours, so this area is affected by air pollution and noise pollution. 1.5. Legal requirements
Information about the land is: Belongs to functional cell number S-1
Land use function: Complex land
Located in the subdivision planning: detailed urban
construction planning project at scale 1/2000
(subdivision planning) of the existing central area of Ho Chi Minh City (930ha)
Included in decision No. 6708/QD-UBND
Approving agency: Ho Chi Minh City People's Committee
Approval date: December 29, 2012
And Mcdonal's Tran Hung Dao land belongs to 7
plots of 3 with an area of 357m2
Of which traffic land accounts for 10m2 and the
remaining 347m2 is complex land
There are 2 roads: Tran Hung Dao 40m2 and Pham Ngu Lao 20m2 3 (Image 3. Land planning) 1.6. Traffic
Major roads near it such as Nguyen Thai Hoc and Le Loi are roads with a large amount of traffic
and are the main roads connecting with other neighboring areas.
Near major shopping centers such as:
Bitexco is about 500m from McDonald's Tran Hung Dao
Saigon center is located about 1km away
Parkson Saigon is about 1.5km away
And within a radius of 1-2km around McDonald's, there are many other commercial
centers, offices, and hotels such as Landmark, AB Tower.
(Image 4. Traffic of the neighbourhood)
1.7. Overall market analysis 1.7.1.Population
The district has an area of 7.72km2, population in 2019 is 142,625 people, population density
reaches 18,475 people/km². The district has an area of 7.72km2, population in 2024 is 204,899
people, population density reaches 26,541 people/km². 4
District 1: This is where many office buildings for rent in Ho Chi Minh City are concentrated,
many luxury hotels and busy shopping centers. In addition, District 1 also
is home to many historical and cultural relics. Area: 7.73 km2
Population (June 2023): Approximately 204,899 people
Currently District 1 has a total of 10 wards:
Ben Nghe Ward: area of 2.48 km2, population of about 11,454 people.
Ben Thanh Ward: has an area of 0.93 km2, population of about 11,747 people.
Co Giang Ward: has an area of 0.36 km2, population of about 11,574 people.
Cau Kho Ward: has an area of 0.34 km2, population of about 13,686 people.
Cau Ong Lanh Ward: has an area of 0.23 km2, population of about 10,527 people.
Nguyen Cu Trinh Ward: has an area of 0.77 km2, population of about 20,878 people.
Thai Binh Ward: has an area of 0.49 km2, population of about 9,908 people.
Pham Ngu Lao Ward: has an area of 0.50 km2, population of about 15,017 people.
Tan Dinh Ward: has an area of 0.63 km2, population of about 22,238 people.
Da Kao Ward: area of 0.63 km2, population of about 14,673 people. 1.7.2. Household
To estimate the number of households in District 1 in 2019, we need more information
about the average ratio of people per household in that locality. If we assume each
household has an average of 3 people.
Then the number of households in District 1 in 2019 will be 142,625: 3, about 47,541 households.
The number of households in Quanaj in 2024 will be 204,899: 3, about 68,299 households. 1.8. SWOT Analysis 1.8.1.Strengths:
A strong reputation, brand name, and image: McDonald’s ranks tenth in the world’s most
valuable brands. A high brand value has helped the company consistently dominate the
industry, despite strong competition. A huge amount of brand equity has been built by
McDonald’s. The fast-food giant operates more than 31,000 restaurants in more than 120
countries, making it the world’s largest revenue. The McDonald’s logo is instantly
recognizable. There are the ten most powerful brands globally, including Coca-Cola, Nokia, and General Motors. 5
Large Space: With a relatively large area of 280m2, McDonald's can easily expand its
business, providing more seating and other amenities for customers. This can help increase
the customer experience and the ability to serve a larger number of customers
Franchise Business: McDonald's provides the right to individuals or businesses to open and
operate stores under the McDonald's brand. The franchisee is responsible for funding the
cost of building, leasing, or purchasing business premises, and daily operations.
Meanwhile, McDonald's provides staff training, operational support for the store, and the
right to use the McDonald's brand, a globally recognized brand.
“The world's leading fast food corporation, McDonald's (USA), has just announced that it
has selected Mr. Nguyen Bao Hoang, founder of Good Day Hospitality and CEO of IDG
Ventures, as its franchise partner in Vietnam.” (Source: VnExpress McDonald’s enters the Vietnamese market) 1.8.2.Weaknesses
Limited Parking Space: Another common issue in central areas is the parking space. The
lack of parking can reduce convenience for customers using cars and motorcycles. This not
only makes it difficult for customers but can also affect store traffic, especially on peak days. (I m ag e 5.
McDonald’s Tran Hung Dao parking lot) 6
Supply chain disruptions: McDonald’s, as one of the busiest food franchises, frequently
encounters supply chain disruptions. Additionally, it reduces the availability of crucial
products for operations. As a result, operating expenses increase when a franchisee suffers
such interruptions, resulting in decreased revenue and profitability.
(Image 6. McDonald’s supply chain) 1.8.3. Opportunities
Enhanced Delivery Services: The central location can enhance delivery services compared
to other locations. With favorable transportation and infrastructure, delivery services can
efficiently meet the growing demand for convenience, speed, and quality. Delivery apps
help customers save time and provide a comfortable and easy shopping experience.
DriveThru Model: McDonald's drivethru model allows customers to order and receive food
without leaving their cars. The process includes three main steps: ordering via intercom,
paying at one window, and receiving the order at the next window. This model is
convenient, fast, and safe. McDonald's has addressed traffic and service quality issues by
designing rational pathways and training professional staff. Automation and optimized
communication systems are other modern technologies used to enhance efficiency. The
drivethru model not only improves McDonald's service quality but also maintains its
leading position in the global fast food industry.
Large Potential Market: District 1, with its large number of tourists and highincome
residents, is a potential market for premium and special services. We always capture
customer needs and provide products and services that align with their trends and preferences.
“According to the Ho Chi Minh City Department of Tourism, at the beginning of 2024, the
number of foreign tourists to Ho Chi Minh City increased by over 15% compared to the same 7