Take Away Coffee

TI
NH GI KNH PHN PHI CA CC CA HNG

C PH MANG I (TAKE AWAY COFFEE)
TI VIT NAM
Tp. HCM, thng 11 nm 2013

GVHD : TS. Nguyn Vn Phng
Thnh vin : Trn Th Hong Ngn (C)
Trng Cng Hoan
Trn Kim Chi
Nguyn Th Hoi n
Nguyn Th Trng Giang

ti: nh gi knh phn phi ca cc ca hng c ph mang i ti Vit Nam

Nhm thc hin: Nhm 2 - 2 -
MC LC
LI M U ......................................................................................................................... 4

PHN I:
M T TI
I. I TNG NGHIN CU .......................................................................... 6
II. PHM VI NGHIN CU ............................................................................... 6
III. MC TIU NGHIN CU .......................................................................... 6
IV. PHNG PHP NGHIN CU ................................................................. 6
1. TM HIU KNH PHN PHI M HNH TAKE AWAY COFFEE ...... 6
2. PHN TCH NH LNG ........................................................................... 6
PHN II:
NH GI KNH PHN PHI CA CC CA HNG C PH MANG I
(TAKE AWAY COFFEE) TI VIT NAM
I. TM HIU S LC V TAKE AWAY COFFEE ................................................... 7
1. GII THCH THUT NG ............................................................................ 7
2. NGUN GC - LCH S HNH THNH .................................................... 7
3. TNH HNH PHT TRIN TI THNH PH H CH MINH ............... 8
II. TM HIU V KNH PHN PHI M HNH TAKE AWAY COFFEE ............ 9
1. KNH PHN PHI L G ............................................................................. 9
2. C IM KNH PHN PHI TAKE AWAY COFFEE ........................ 9
a. Chi ph giao dch ............................................................................................ 10
b. Gi c ............................................................................................................. 10
c. S dng tin li .............................................................................................. 10
d. Th hin phong cch ...................................................................................... 11
III. TRNH BY NGHIN CU V MC S DNG V S HI LNG CA
KHCH HNG I VI M HNH C PH MANG I (TAKE AWAY COFFEE)
11
1. KHO ST THNG TIN THNG QUA PHIU THM D .................. 11
2. BO CO THNG K NH LNG BNG PHN MM SPSS ........ 16
a. Thng k ngh nghip s dng c ph mang i ............................................ 16
b. Thng k mc hi lng ca ngi tiu dng i vi m hnh c ph mang
i 17

c. Thng k l do s dng c ph mang i ........................................................ 18
d. Thng k thi im khch hng s dng c ph mang i ............................. 19
e. Thng k gi hp l cho mt sn phm c ph mang i ............................... 20
f. Thng k so snh s la chn ca ngi tiu dng gia c ph mang i v c
ph truyn thng ................................................................................................... 20
g. Thng k cc yu t cn thay i ca m hnh c ph mang i .................... 21
h. Thng k kin ngi tiu dng v hin trng bng pht m hnh c ph
mang i ti Tp. HCM ........................................................................................... 23
i. Thng k kh nng ngi tiu dng tip tc s dng c ph mang i trong
tng lai ................................................................................................................ 23
3. NH GI CHUNG KT QU THNG K ............................................ 24
a. Thun li ........................................................................................................ 24
b. Hn ch .......................................................................................................... 25
4. XUT GII PHP PHT TRIN M HNH TAKE AWAY
COFFEE ................................................................................................................. 25
a. V sn phm ................................................................................................... 25
b. V a im .................................................................................................... 26
c. V phong cch phc v .................................................................................. 26
d. Qung b, khuch trng thng hiu .......................................................... 26
e. To lp mi lin h thng xuyn vi khch hng ........................................ 26
IV. KT LUN ................................................................................................................. 27
V. TI LIU THAM KHO ........................................................................................... 27
1. Qun tr knh phn phi ................................................................................ 27
2. Ngun t Internet ........................................................................................... 28


LI M U
"C ph khin ta mnh m, im m v thng thi" - Jonathan Swifl
Mi bui sng thc gic, nu khng c tch c ph, ti cm thy mnh v v!
- Napoleon
Hai cu ni trn ca hai nhn vt lch s th gii h l cho chng ta bit c ph
quan trng th no n i sng tinh thn ca con ngi. Khng ch th gii, ngay
ti Vit Nam th tn c ph ngy cng ng o hn mc cho nh hng ca nn
kinh t. C th nhn thy mt iu, trong khi mt s ngnh ngh, dch v c du
hiu trm lng trong bi cnh kinh t hin nay th th trng cung cp dch v c ph
khng nhng sng kho m cn pht trin thm nhiu hnh thc mi, ph hp hn
vi tnh hnh kinh t v i sng vn ho hin nay. M hnh mi m m chng ti
mun cp y chnh l Take away coffee - coffee to go (hay cn gi l c ph
mang i) hin ang rt hng thnh ti cc thnh ph ln nh H Ni, Thnh ph
HCM, Nng...
Take-away coffee l m hnh kinh doanh nh th no? Knh phn phi ca Take
away coffee c g u vit hn hnh thc kinh doanh truyn thng? Ti sao m hnh
ny li c nhiu ngi p dng khi quyt nh kinh doanh c ph trong iu kin
kinh t - x hi hin nay? Liu n c th tn ti, pht trin lu di v sc cnh
tranh vi hnh thc kinh doanh c ph truyn thng? S c nhng hnh thc no khc
, ang v s xut hin, cnh tranh vi m hnh s c nghin cu di y?
Nhng cn c, nhng c s kt lun iu ny?
Nhng cu hi trn cng chnh l mc ch ca chng ti khi thc hin bi nghin
cu ny. Hi vng sau khi bi nghin cu ny c trnh by xong s gip cho ngi
c c c ci nhn tng quan v mt m hnh kinh doanh tuy ra i rt lu trn th
gii nhng li ht sc mi m th trng Vit Nam; c th mang li mt cht kin

thc chuyn su thm cho nhng ngi , ang v s c nh thc hin kinh
doanh m hnh ny.
V s hn ch v thi gian, a im thc hin bi nghin cu, trnh , nng lc ca
cc thnh vin m bi nghin cu ca chng ti ch c thc hin ti thnh ph H
Ch Minh, v trong mt khong thi gian ngn (4 tun). Do , vic b st nhng
thng tin cn thit v chnh xc khc l iu khng th trnh khi. Nhm chng ti
rt mong c s gp t thy v cc bn trong lp.


PHN I:
M T TI
I. I TNG NGHIN CU
Knh phn phi ca cc ca hng c ph mang i (Take away coffee) mang i ti
Vit Nam.
II. PHM VI NGHIN CU
Thnh ph H Ch Minh. L do: L mt trong nhng ni m hnh thc kinh doanh c
ph mang i ra i sm nht v pht trin mnh m vo thi im hin ti.
III. MC TIU NGHIN CU
nh gi s hiu qu ca knh phn phi trong m hnh kinh doanh c ph mang i
(Take away coffee).
a ra nhng kt lun ban u, da trn s tm hiu thng tin thc t v kho st
kin khch hng.
IV. PHNG PHP NGHIN CU
1. TM HIU KNH PHN PHI M HNH TAKE AWAY COFFEE
- Quan st thc t.
- Tm hiu thng tin qua sch, bo mng.
- Phn tch - nh gi - nhn xt.
2. PHN TCH NH LNG
- Kho st bng bng cu hi.
- Phn tch s liu bng chng trnh SPSS.
- Kt qu - nh gi - xut.

PHN II:
PHN TCH KNH PHN PHI CA HNH THC KINH
DOANH CA HNG TAKE AWAY COFFEE
I. TM HIU S LC V TAKE AWAY COFFEE
1. GII THCH THUT NG
Theo t in Anh - Vit: Take away = Mang i. Take away coffee hiu ng ngha l
hnh thc c ph c ngi s dng mua v mang i ch khng s dng ti ni giao
dch. Ngoi ra Take away coffee hin nay cn cn mt tn gi khc l Coffee to go
cng mang ngha tng t.
2. NGUN GC - LCH S HNH THNH
M hnh kinh doanh take away (mang i) bt u c hnh thnh gn nh cng
lc vi m hnh fastfood (thc n nhanh). S d dng t gn nh l bi fastfood
c mang i l iu tt yu. M hnh kinh doanh thc n nhanh xut pht t Chu
u vi vic mua thc n v nc ung t nhng ngi bn hng rong. V khi x hi
cng pht trin, nhng ngi bn hng rong b trit tiu, nhng ca hng fastfood ln
lt ra i Php, ri n Anh, M. Chnh v vy, m hnh kinh doanh take
away gn lin vi m hnh kinh doanh fastfood nu tm hiu theo ngha ng hn.
M hnh kinh doanh ny c iu kin pht trin nhanh, mnh ti cc nc Chu u,
Chu M v c hai nguyn nhn sau y:
Th nht, thi quen mang i n, nc ung theo cc phng tin di chuyn ca
ngi dn. C th chia lm 2 dng phng tin di chuyn: tu in ngm v xe hi.
i vi ngi di chuyn bng tu in ngm, h thng xuyn phi di chuyn nhanh
do i hi v tnh cht cuc sng v cng vic nn thc n take away l mt la chn
tuyt vi. i vi ngi di chuyn bng xe hi, vic dng li n mt hng qun no
gn nh khng th, chnh v vy cc ca hng thc n nhanh mc trn cc xa l nhiu

nh mt trm xng, gip ta c th gh vo trm t hng v mang thc n theo
trn xe mt cch tin li.
Th hai, nhng ngi hot ng kinh doanh v lnh vc take-away coffee c s
pha ch, bin i nguyn cht c ph thnh nhng loi thc ung khc "c mang tnh
cht c ph" ph hp vi nhiu i tng, nhiu la tui khc nhau.
C th kt lun, chnh c trng ca nn kinh t pht trin v thi quen tiu dng
cc nc chu u, chu M chnh l ngun gc pht trin ca hnh thc kinh doanh
ny.
3. TNH HNH PHT TRIN TI THNH PH H CH MINH
Cng vi s pht trin ca nn kinh t - x hi, s hi nhp ca nhiu nn vn ho
khc trong qu trnh m ca ca t nc, dn dn m hnh kinh doanh c ph truyn
thng ni trn ang dn b mt th phn bi nhng m hnh kinh doanh mi. Trong
cc hnh thc kinh doanh c ph ang n ra rm r v cnh tranh khc lit vi hnh
thc truyn thng hin nay nh: C ph sch, c ph sn vn, c ph bnh, c ph
nhc nc, c ph xem phim,... m hnh kinh doanh c ph mang i (Take-away
coffee) ang tr nn ph bin hn v c nhiu ngi n nhn.
Ra i t 2004 nhng m hnh ny ch mi thc s pht trin rc r trong khong
thi gian mt nm tr li y. Ni bt l hai tn tui ang cnh tranh khc lit: Passio
v Effoc. Ngoi ra, c hai thng hiu ny vn cn cnh tranh bi hng lot cc
thng hiu coffee to go nh l khc ra i.
Trc y mun ung loi c ph kiu Ty ny phi n nhng thng hiu ni
ting nh Coffee Bean, Gloria Jeans, Angel in Us vi mc gi cao cp tng xng,
th gi y vi mc gi mm hn vn c th thng thc c ly c ph take
awaymang i vi cht lng khng thua km g so vi cc thng hiu nc ngoi.
Vi menu thc ung a dng v phong ph cc loi nh Cookies Ice Blended,
Cappuccino, Chocolate xay Latte, Mochacng vi cch by tr bt mt, d

thng nn khng c g l khi c ph mang i li c gii tr u i n th. Mt vi
ni cng c ch bn ngi li nhng khng phi dng ngi lu nhm nhi nh cc
qun c ph truyn thng Vit Nam.
Vo lc ny, cc chui ca hng c ph vi phong cch take away m ra nhiu n
ni khng m xu, d l mt ca hng hay ch vi mt chic xe lu ng vi nhng
nt c sc ring cng c th phc v c nhu cu thng thc c ph mang i ca
ngi Si Gn.
II. TM HIU V KNH PHN PHI M HNH TAKE AWAY COFFEE
1. KNH PHN PHI L G
Phn phi l mt h thng nhm a mt sn phm, dch v hoc mt gii php n
tay ngi tiu dng vo thi gian, a im v hnh thc ngi tiu dng mong
mun.
Knh phn phi l tp hp nhng c nhn hay nhng t chc kinh doanh ph thuc
ln nhau lin quan n qu trnh to ra v chuyn sn phm hay dch v t ngi sn
xut n ngi tiu dng.
Knh phn phi c chia lm cc loi: Knh trc tip, knh 1 cp, knh 2 cp, knh
3 cp. Vic doanh nghip la chn knh no ph thuc vo rt nhiu tiu ch sn
phm, dch v nh: s lng ngi mua, s phc tp, gi, tn sut mua hng/s dng
dch v, kh nng h hng ca sn phm...
2. C IM KNH PHN PHI TAKE AWAY COFFEE
Knh phn phi ca c ph mang i l trc tip. Khch hng mua trc tip sn phm
t nhng ngi bn m khng thng qua bt k mt trung gian no. Hnh thc mua
bn cng a dng. Khch hng c th n ti ca hng, mua v mang i s dng
ni khc, hoc c th ngi li thng thc nhng thng khng ngi lu, hoc c th
t ca hng giao tn ni vi s lng hp l.

a. Chi ph giao dch
u im ca hnh thc mua bn ny l lm gim chi ph giao dch mt cch ti a.
Cc loi chi ph c th k n khi giao dch sn phm gia ngi bn v ngi mua
l: thi gian i hng, thi gian i thanh ton, chi ph tr lng nhn vin phc v,
chi ph thu mt bng, chi ph u t trang tr,...
V thi gian giao dch: thi gian mua mt ly c ph thng khng qu 5 pht, thanh
ton ngay khi nhn sn phm. l mt u im vt tri ca hnh thc ny so vi
hnh thc truyn thng. Trong cuc sng bn rn hin nay, thi gian mua hng cng
l mt u th ln trong vic tm kim khch hng.
V s lng nhn vin phc v: Cc bc pha ch cho mt sn phm chun b sn,
ng thi khch thng mua mang i m khng cn yu cu phc v thm. Do vy,
trung bnh mt nhn vin c th phc v cng lc cho 5 khch hng. iu ny lm
gim c chi ph tr lng cho nhn vin.
V mt bng: Cc ca hng Take away khng ch trng u t mt mt bng rng
ln, tn km. Ngoi tr mt s i gia trong hnh thc c ph mang i nh Passio,
Effoc, ... th hu ht khng gian ca cc ca hng thng n gin, din tch s dng
t nh n va phi.
b. Gi c
Gi trung bnh cho cc sn phm ca cc ca hng Take away dao ng trong
khong 10.000 - 30.000 . y mc gi rt hp l trong iu kin kinh t kh khn,
tht cht chi tiu ca i a s ngi dn Si Gn hin nay. mt s ca hng, nu
mua mang i th s c gi r hn l ngi li ung.
c. S dng tin li
Khng s dng cc ly thu tinh truyn thng, vt dng c s dng rng ri trong
cc ca hng take-away hin nay l ly nha hoc giy. c im ca loi vt dng
"ch dng mt ln" ny l d in logo ca hng, qung b thng hiu, chi ph r,

khng tn cng bo qun, rt tin li khi s dng, ngi li ung hoc mang i u
c.
d. Th hin phong cch
Gii tr hin nay lun tm kim s mi l, th hin phong cch ca mnh. Hnh thc
take away p ng c nhu cu ny. Chng ta khng cn l lm g hnh nh mt
ngi va i va cm trn tay mt ly c ph mang mt thng hiu no c th
hin bng logo trn chnh chic ly ang cm.
III. TRNH BY NGHIN CU V MC S DNG V S HI LNG
CA KHCH HNG I VI M HNH C PH MANG I (TAKE
AWAY COFFEE)
1. KHO ST THNG TIN THNG QUA PHIU THM D
- S dng chng trnh Google Docs lm cng c kho st.
- Mu kho st: 200.
- i tng kho st: Hc sinh, sinh vin, nhn vin vn phng v.v.
- Cc vn kho st: L do s dng c ph take away, mc thng xuyn,
thi im s dng, mc hi lng v.v..
BNG CU HI THM D
* Cu hi bt buc
I. Anh ch c ung c ph khng?
1. C (chuyn sang mc II)
2. Khng (dng)
II. Anh ch tng ung cafe mang i cha?
1. Cha ( Vui lng chuyn sang cu hi phn A)
2. C (Vui lng chuyn sang cu hi phn B )
A. Anh ch cha tng s ung c ph mang i?
1. Anh/ch ung c ph nhng ti sao anh ch cha ung cafe mang i?

a. Khng bit, khng ti loi c ph mang i ny?
b. Quen v thch ung c ph va h, hoc ngi nhm nhi thng thc c
ph ti qun hn
c. Lo ngi v cht lng ca c ph.
d. Cha c dp, c hi.
2. Anh/ch c ngh rng trong thi gian ti Anh/ch s dng th c ph mang
i khng?
a. C
b. Khng
B. Anh ch c s dng c ph mang i
1. Ti sao anh ch la chn s dng c ph mang i?
(C th chn nhiu yu t)
a. Gi r
b. C ph thm, ngon, nhiu loi la chn
c. a im d tm, d thy
d. S tin li, nhanh, d mua
e. Bao b p, sch s, lch s
f. Hp phong cch gii tr nng ng
g. T m ung th cho bit.
h. Ung theo tro lu xu hng, thy ngi ta ung mnh cng ung.
2. Anh ch cho bit mc s dng c ph mang i?
a. Thng xuyn (>6 ly/ tun)
b. Thnh thong(3-5/tun)
c. t khi (1-2 ly/ tun)
d. Him khi (<1ly/tun)
3. Anh/ ch c cm thy hi lng vi sn phm c ph mang i khng?
a. Rt hi lng
b. Hi lng
c. Bnh thng

d. Khng hi lng
4. Anh ch thch iu g khi s dng c ph mang i?
(Sp theo nh gi gim dn t 3-1)
Ch tiu nh gi Mc
1. Gi r
2. Cht lng ngon, nhiu sn
phm la chn

3. Cung cch phc v tt
4. Tin li trong vic mua sn
phm ( thi gian, i li,gn
nh ca sn phm.)

5. Th hin s nng ng, mi
m, hin i ca cuc sng
ngy cng pht trin

6. Bao b p, bt mt, sch s,
lch s

5. Anh ch khng hi lng iu g khi s dng c ph mang i?
(Sp theo s nh gi khng hi lng gim dn t 3-1)
Ch tiu nh gi Mc
1. Gi c
2. Cht lng
3. Cch phc v
4. Khng c khng gian ung
cafe

5. Hng v ca sn phm khng
hp khu v ngi Vit


6. Mc gi m anh ch cho l ph hp vi 1 ly c ph bnh thng?
a. 8 ngn 12 ngn
b. 13 ngn 15 ngn
c. 16 ngn-20 ngn
d. 20 ngn 30 ngn
e. >30 ngn
7. Anh ch ngh s thay i no ca gi di y nh hng n s thay i
la chn tiu dng ca anh ch?
a. Di 3 ngn
b. 3 ngn- 5 ngn
c. >5 ngn
d. Khng nh hng
8. Anh ch thng mua c ph mang i vo bui no trong ngy?
a. Sng
b. Tra
c. Chiu
d. Ti
V khi no
a. Khi i lm, i hc
b. i chi, t tp cng bn b
c. i siu th, mua sm ti trung tm thng mi.
d. Khc
9. Anh ch thng ung c ph takeaway theo hnh thc no?
a. Mang i
b. Ung c ph ti qun
c. Gi mang ti
10. Anh ch thng ung c ph takeway vi ai?
a. Mt mnh

b. Bn b/ ng nghip
c. Gia nh
d. Khch hng
11. Gia c ph theo kiu truyn thng (c ph ngi ung ti qun, va h) v
c ph mang i cc anh ch hay s dng loi hnh no hn? Ti sao?
a. Thch c ph truyn thng v hay s dng hn
L do:
- Gi r hn
- Cht lng hn
- Nhiu loi c ph la chn
- Kiu dng, mu m sn phm
- Khung cnh, khng gian by tr
- Cung cch, thi phc v
- Tin li
- Khc
b. Thch v hay s dng c ph mang i hn.
L do:
- Gi r hn
- Cht lng hn
- Nhiu loi c ph la chn
- Kiu dng, mu m sn phm
- Khung cnh, khng gian by tr
- Cung cch, thi phc v
- Tin li
- Khc.
c. Ngang nhau, ty trng hp, hon cnh th s s dng tng loi hnh
no.
12. Anh ch ngh g khi c nhiu ca hng kinh doanh c ph takeaway c ph
mang i hin nay?

a. Tro lu, khng th tn ti lu di.
b. L xu hng ca x hi khi m cuc sng bn rn v t thi gian.
c. C th tn ti v pht trin xa hn na.
d. Khng c kin.
13. Theo anh ch ca hng kinh doanh c ph mang i nn c nhng thay i
g tn ti v pht trin lu di?
a. Thay i v gi
b. Thay i cch phc v
c. Thay i v cch bi tr cho khng gian rng v p hn
d. a dng v sn phm, nhiu loi cfe
e. Cht lng
f. Khc (vui lng ghi r).
14. Nu nh C ph mang i c th p ng phn ln nhng thay i m
anh ch mong mun, anh ch s tip tc ung c ph mang i thng
xuyn ch?
a. C
b. Khng
2. BO CO THNG K NH LNG BNG PHN MM SPSS
a. Thng k ngh nghip s dng c ph mang i
S lng T l (%) Cng dn T l (%)
Hc sinh 5 2,5 2,5
Sinh vin 28 14,0 16,5
Hc vin cao hc 3 1,5 18,0
K s 26 13,0 31,0

Nhn vin vn phng 115 57,5 88,5
Ging vin/gio vin 16 8,0 96,5
Cng nhn 3 1,5 98,0
Khc 4 2,0 100,0
Tng cng 200 100,0
Nhn xt: Nhn vin vn phng chim mt t l p o (57,5%) so vi cc ngnh
ngh cn li trong x hi. Vi tnh cht cng vic v qu thi gian eo hp trong bui
sng trc khi i lm, khng ngc nhin khi sn phm c ph mang i c tiu th
phn ln bi i tng khch hng ny.
b. Thng k mc hi lng ca ngi tiu dng i vi m hnh c ph
mang i
Khng hi lng 4 2,0 2,0
Bnh thng 80 40,0 42,0
Hi lng 103 51,5 93,5
Rt hi lng 13 6,5 100,0
Tng cng 200 100,0
Nhn xt: Ch mt s t i tng c thm d cm thy khng hi lng (chim t
l 2%) khi s dng c ph mang i. iu ny rt c ngha cho nhng ngi ang v
s c d nh kinh doanh m hnh ny v ri ro c gim bt rt nhiu.


c. Thng k l do s dng c ph mang i
S lng
T l
(%) Cng dn T l (%)
Khc 11 5,5 5,5
Cht lng c ph 6 3,0 8,5
S tin li 9 4,5 13,0
Bao b, mu m p 4 2,0 15,0
Ph hp vi cuc
sng hin i
2 1,0 16,0
T m 15 7,5 23,5
Theo tro lu 2 1,0 24,5
Cht lng v a
im d tm, d thy
6 3,0 27,5
Ph hp cuc sng
hin i + gi r +
a im d tm, d
thy + s tin li.
35 17,5 45,0
Gi r + cht lng
c ph + a im
d tm, d thy
9 4,5 49,5
S tin li + Bao b,
mu m p + ph
hp vi cuc sng
18 9,0 58,5

hin i.
Gi r 83 41,5 100,0
Tng cng 200 100,0
Nhn xt: Yu t gi r (t l 41,5%) chim t trng cao nht. Ngoi ra, s tin li
khi s dng, ca hng nm nhng a im d tm thy, s ph hp vi cuc sng
hin ti (chim 17,5%) l nhng l do chnh a ngi tiu dng n vi c ph
mang i.
d. Thng k thi im khch hng s dng c ph mang i
S lng
T l
(%) Cng dn T l (%)
Sng 132 66,0 66,0
Tra 6 3,0 69,0
Chiu 11 5,5 74,5
Ti 8 4,0 78,5
Sng + Tra 7 3,5 82,0
Chiu + Ti 3 1,5 83,5
Sng + Tra +
Ti
5 2,5 86,0
Tra + Chiu +
Ti
9 4,5 90,5
Sng + Chiu 11 5,5 96,0

Sng + Chiu +
Ti
2 1,0 97,0
Sng + Ti 6 3,0 100,0
Tng cng 200 100,0
Nhn xt: Thi gian s dng sn phm c ph mang i ch yu l bui sng (chim
t l 66%), hon ton hp l khi con ngi cn thng thc mt ly c ph sng
khi u mt ngy mi m khng chim qu nhiu thi gian.
e. Thng k gi hp l cho mt sn phm c ph mang i
8.000 - 12.000 120 60,0 60,0
13.000 - 20.000 67 33,5 93,5
21.000 - 30.000 13 6,5 100,0
Tng cng 200 100,0
Nhn xt: Phn khc gi tm thp 8.000vn - 12.000vn (chim t l 60%) ph hp
vi a s ngi tiu dng. Tuy nhin gi t 13.000 - 20.000vn hon ton chp nhn
c i vi nhng ca hng u t k cng hn (chim 33,5%).
f. Thng k so snh s la chn ca ngi tiu dng gia c ph mang i v
c ph truyn thng
Thch c ph truyn
thng hn
75 37,5 37,5

Thch c ph mang
i hn
48 24,0 61,5
Thch nh nhau 77 38,5 100,0
Tng cng 200 100,0
Nhn xt: Mc d t l ngi la chn hnh thc c ph truyn thng vn cao hn
(37,5% so vi 24%), tuy nhin hnh thc c ph mang i vn chim mt t l khch
hng tng i trong vic la chn hnh thc s dng.
g. Thng k cc yu t cn thay i ca m hnh c ph mang i
Gi 19 9,5 9,5
Cung cch phc v 3 1,5 11,0
a dng sn phm 33 16,5 27,5
Ci thin cht lng 32 16,0 43,5
Bi tr khng gian p
mt
8 4,0 47,5
Cung cch phc v +
ci thin cht lng
2 1,0 48,5
a dng sn phm + ci
thin cht lng
23 11,5 60,0
Bi tr khng gian p
mt + ci thin cht
lng
4 2,0 62,0

a dng sn phm + bi
tr khng gian p mt
12 6,0 68,0
Gi + a dng sn phm
+ bi tr khng gian p
mt
10 5,0 73,0
Gi + cung cch phc
v + a dng sn phm
+ bi tr khng gian p
mt
10 5,0 78,0
Gi + cung cch phc
v + a dng sn phm
+ bi tr khng gian p
mt + ci thin cht
lng
2 1,0 79,0
Gi + ci thin cht
lng
2 1,0 80,0
Khc 40 20,0 100,0
Tng cng 200 100,0
Nhn xt: Gn nh tt c nhng ngi u kho st u mong mun ci thin hoc
mt hoc t hp nhiu yu t ca m hnh c ph mang i hin nay. Trong phi k
n hai yu t nn lu tm hng u l: a dng sn phm v ci thin cht lng.


h. Thng k kin ngi tiu dng v hin trng bng pht m hnh c ph
mang i ti Tp. HCM
Ch l tro lu,
khng th tn ti
14 7,0 7,0
L xu hng trong
cuc sng hin i
137 68,5 75,5
C th tn ti v
pht trin
37 18,5 94,0
Khng c kin 8 4,0 98,0
Khc 4 2,0 100,0
Tng cng 200 100,0
Nhn xt: 68,5% trong tng s ngi c kho st ng rng M hnh kinh
doanh c ph mang i chnh l xu hng trong cuc sng hin i. 18,5% khc tin
rng n c th tn ti v pht trin hn na. iu ny th hin vic m hnh kinh
doanh ny n r v pht trin l hon ton ph hp vi iu kin kinh t - x hi hin
nay.
i. Thng k kh nng ngi tiu dng tip tc s dng c ph mang i trong
tng lai
Khng 13 6,5 6,5
C 187 93,5 100,0

Tng cng 200 100,0
Nhn xt: Gn nh tuyt i (93,5%) s s dng c ph mang i trong thi gian ti.
Vy ti sao ta khng tin rng m hnh ny hon ton "sng kho" trong thi gian sp
ti?!
3. NH GI CHUNG KT QU THNG K
a. Thun li
c im d nhn thy ca m hnh c ph take-away l mi th u to s tin li
ti a cho khch hng, d h c t thi gian nht. Rt ch trng ti vic thit k cc
mang i, cc kh p mt, chuyn nghip vi cht liu chc chn , ph hp vi tng
loi ung v tin cho khch cm nht (chim 17,5% theo kt qu kho st).
Menu ung v gi c in trn bng ln ngay trc quy pha ch, khch vo c th
nhn thy ngay v order ngay loi ung mnh mun. Thanh ton nhanh gn ngay
sau khi order. Hn na gi c phi chng ph hp ti tin ca ngi tiu dng c
bit l gii tr, sinh vin, hc sinh v nhn vin vn phng (41,5% ngi c kho
st s dng c ph mang i v l do gi r).
Hn na, dn s nc ta l dn s tr nn li sng v vn ha d ha nhp. Trong ,
khong 24% ngi tui "tr" c s dng c ph. X hi ngy cng pht trin,
cuc sng tr nn bn rn, nhng ly c ph mang ti vn phng hay mang theo
trong lc lm vic hoc i chi l gii php ti u cho nhng "tn " c ph. ng
thi, vi tm l s ng, snh hng ngoi nn tro lu kinh doanh ny ngy cng
c gii tr a chung.
Do vy, nhng qun c ph mang i ang c thng hiu, c thit k hin i, nng
ng, sn phm mi l, c o s tn ti v pht trin hn na trong tng lai.

b. Hn ch
nhng qun di ng trn va h, cht lng c ph cha m bo, bao b khng
hp v sinh. ng thi ti nhng qun ny, s hn ch s lng ngi mua do khng
c ch u xe. Hn na, nhiu qun khng gian cht hp, khng thu ht c khch
hng nu h c nhu cu ngi li thng thc.
Cc chui ca hng nh l vi phong cch take-away mc ln qu nhiu tuy nhin
nhu cu thc t li rt thp to nn mt s cnh tranh khc lit ngay chnh bn
thn n. Hn na, ngi dn Vit cha c nhng nhu cu tht s m ch dng li
bc hng th vi ci mi. V hn ht h khng phi l khch hng trung thnh i
vi mt sn phm no c th, c s thch hng th vi ci mi th s d dng hng
th vi ci mi hn.
Mt khc, c ph truyn thng c mt t hng trm nm nay, v ang l hnh thc
c a chung cho nhiu ngi mi la tui, mi ngh nghip. Vi khng gian
by tr p, ph hp vi tng khung cnh, c ph khng ch l mt loi thc ung m
l s tn hng, tri nghim. Ca hng c ph sang trng cn l nhng a im ph
hp cho nhng giao dch, k kt trong lm n, trong cng vic (Theo kt qu kho
st, 56,75% s lng ngi c kho st vn la chn hnh thc c ph truyn
thng s dng khi c nhu cu).
Trong thi gian ti, vi nhng hn ch nu trn th nhng ca hng nh l, hay
nhng qun di ng bn ng s kh tn ti c.
4. XUT GII PHP PHT TRIN M HNH TAKE AWAY COFFEE
a. V sn phm
Cht lng v s a dng sn phm ca ca hng c ph mang i hin nay l nhng
yu t cn c ci thin u tin (32,5% theo kt qu kho st cc yu t cn thay
i i vi ca hng c ph mang i). Ngoi vic m bo cht lng nguyn liu
u vo, ngi pha ch cn nng cao tay ngh m bo cc yu t: pha ch ngon,

hp khu v, sng to, nhanh. a dng ho sn phm to nhiu loi c ph mi l,
c o, ph hp vi tng i tng khch hng. C th bn km mt s loi bnh
nh bnh su, bng lan l ba sng hon ho cho ngy mi.
c im ni tri nht c yu thch nht ca c ph take-away chnh l cc
ng c ph. Cc ng c ph phi c thit k p mt, gn gng, sch s v tin
li cho vic mang i. Lm th no ngi tiu dng cm thy mt cht hnh din, mt
cht t ho khi ang cm trn tay mt cc c ph theo kiu Ty. Th hin mt s
nng ng tr trung c tnh trong li sng.
b. V a im
Nh kt qu kho st, phn ln ngi tiu dng l nhn vin vn phng v hc
sinh, sinh vin. Do vy a im thch hp cho nhng ca hng ny l gn trng
hc, gn cao c vn phng. Khng gian trc ca hng phi tng i rng v khng
b che khut ngi tiu dng d nhn thy v thun tin khi gh vo mua.
c. V phong cch phc v
Phong cch phc v l mt trong nhng yu t quan trng trong vic gi khch hng.
i lc khch hng c th chp nhn mt cht lng sn phm trung bnh nhng
khng bao gi chp nhn mt thi phc v trung bnh. V vy nhn vin phi c
thi phc v vui v, cch ni chuyn c duyn, ng x nh nhng, c vn ha.
d. Qung b, khuch trng thng hiu
Sau khi to c phong cch cho qun, cn phi qung b qun rng ri. C th tm
dch v qung b, hoc t qung b qua t ri, cc mng x hi nh facebook, twitter
, cc trang web chuyn v dch v n ung nh: diadiemanuong.com, kenh14.vn, v.v.
e. To lp mi lin h thng xuyn vi khch hng
Nn giao tip vi khch hng bng cch lm trang page Facebook hoc Google+ cho
ca hng. Thng qua cc trang x hi ny gi i nhng thng ip (nh v loi c

ph, khuyn mi hay cc hot ng ca ca hng) ti khch hng v nhn c phn
hi t h.
IV. KT LUN
Qua tt c nghin cu v phn tch trn, mt iu d nhn thy l hnh thc kinh
doanh c ph mang i hin ang l xu hng ca thi i. im mnh cng chnh l
li th ca c ph mang i so vi c ph truyn thng nh gi c hp l, sn phm a
dng, tin li khi s dng, ph hp phong cch gii tr s l nhng u th gip hnh
thc kinh doanh ny cnh tranh vi cc loi hnh kinh doanh khc ni chung v c
ph truyn thng ni ring. Tuy c mt s im yu cn khc phc nh cht lng c
ph cha m bo, thiu chin lc u t lu di, lm n theo kiu tro lu, manh
nha, cha chuyn nghip nhng nhm nghin cu tin rng, ch cn khc phc c
cc im yu trn v pht huy cc im mnh ca mnh, m hnh kinh doanh c ph
mang i ca cc ca hng take away hin nay hon ton c kh nng tn ti v pht
trin mnh m hn trong tng lai, s l i th ln ca m hnh kinh doanh c ph
truyn thng khng nhng ti Tp.HCM m cn trn c nc.
Khng h thp vai tr v s vng mnh ca m hnh kinh doanh c ph truyn thng,
tuy nhin cng vi s pht trin chung ca x hi, vn ho s dng c ph ang dn
thay i, c ph mang i , ang v s cn pht trin mng m hn, gp phn a
dng ho, tin li ho trong vic thng thc c ph cho mi thnh phn trong x
hi.
V. TI LIU THAM KHO
1. Qun tr knh phn phi
- Nh xut bn : i hc Kinh t Quc dn
- Tc gi : Trng nh Chin
- Nm xut bn: 2010

2. Ngun t Internet
http://dendau.vn/bai-viet/cafe-take-away-cafe-theo-phong-cach-tay-68
http://thebox.vn/Nhan-Vat/Tro-chuyen-voi-ong-chu-Ca-phe-Take-Away-dau-tien-tai-
Viet-Nam/35969.html
http://www.anninhthudo.vn/Nhip-tre/Cafe-mang-di-thu-hut-gioi-tre-
Viet/501376.antd
http://www.doanhnhansaigon.vn/online/kinh-doanh/chuyen-lam-
an/2012/06/1065433/cuoc-chien-take-away-am-tham-va-khoc-liet/
http://www.startupcoffee.vn/ngoi-nha-startup/y-tuong-kinh-doanh-moi/y-tuong-kinh-
doanh-cafe-take-away-132.html
http://www.ukessays.com/essays/marketing/case-study-takeaway-coffee-marketing-
essay.php
http://www.misa.com.vn/tabid/91/newsid/24088/Tong-quan-ve-thi-truong-ca-phe-
Viet-Nam.aspx

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