1

MC LC
LI M U .............................................................................................................3
CHNG 1:

GII THIU V TP ON MCDONALDS .............................4

1.1

Lch s hnh thnh .........................................................................................4

1.2

nh v thng hiu .......................................................................................5

1.3

M hnh nhng quyn ca McDonalds ......................................................5

1.4

McDonalds ti Vit Nam..............................................................................6

CHNG 2:

PHN TCH MARKETING MIX CA MCDONALDS VIT

NAM

..........................................................................................................7

2.1

Chin lc sn phm (Product) .....................................................................7

2.1.1

Danh muc sn phm ................................................................................7

2.1.2

Cu thanh sn phm ................................................................................7

2.1.3

Nhan hiu ................................................................................................9

2.1.4

Bao b ....................................................................................................10

2.2

Chin lc gia (Price) ..................................................................................10

2.2.1

Cac nhn t nh hng n quyt nh gia ca McDonalds ...............10

2.2.2

Phng phap nh gia ...........................................................................10

2.3

Chin lc phn phi (Place) ......................................................................11

2.4

Chin lc xc tin (Promotion): ................................................................14

2.4.1

Chin lc xc tin ...............................................................................14

2.4.2

Cc cng cu xc tin .............................................................................14

2.4.3

Chin lc thm nhp th trng ..........................................................17

CHNG 3:

SO SNH MCDONALDS VIT NAM V MCDONALDS

HOA K

........................................................................................................20

3.1

Chin lc sn phm (Product) ...................................................................20

2
3.2

Chin lc gi (Price) ..................................................................................21

3.3

Chin lc phn phi (Place) ......................................................................23

3.4

Chin lc xc tin (Promotion) .................................................................25

CHNG 4:

SO SNH MCDONALDS V KFC VIT NAM ...................27

4.1

Vn nhng quyn ..................................................................................27

4.2

S khc nhau trong qu trnh xm nhp th trng Vit Nam ....................28

CHNG 5:

NH GI CA NHM NGHIN CU ...................................32

TI LIU THAM KHO .........................................................................................35

KT LUN ...............................................................................................................37

LI M U
Trong nhng nm gn y, thc n nhanh dn tr nn quen thuc v ph
bin vi gii tr ni ring cng nh ngi Vit Nam ni chung. Hng lot cc
thng hiu thc n nhanh ni ting ca th gii nh KFC, Lotteria, Jollibee, Pizza
Hut, u a thm nhp th trng Vit Nam v kinh doanh rt thnh cng.
McDonalds, mt thng hiu dn u v kinh doanh thc n nhanh trn th gii
nhiu nm nay, a nhanh chng m rng sang th trng Vit Nam, khng nh v
cng c v tr s mt v chui ca hng thc n nhanh trn ton th gii.
Thm nhp th trng Vit Nam gn mt nm, McDonalds a t c
nhng thnh tu nht nh, ma nguyn nhn n t s di do v vn u t cng
nh chin lc marketing ph hp, kt hp kho lo gia s tiu chun ha quc t
v ni a ha a phng. Vic nghin cu chin lc marketing ca McDonalds
Vit Nam s mang li nhng bi hc cn thit v s kt hp cc yu t trong
marketing to nn chin lc xy dng thng hiu cho th trng thc n nhanh
vn cnh tranh khc lit Vit Nam.
Bi nghin cu cn hn ch v kin thc chuyn mn cng nh kinh nghim
thc tin ca cc thnh vin, v vy, nhm mong mun c s gp , b sung ca
giao vin hng dn.
Trn trng.

CHNG 1:

GII THIU V TP ON MCDONALDS

McDonalds la mt tp oan kinh doanh h thng nh hng thc n do hai

anh em Richard v Maurice McDonald thnh lp u tin vao nm 1940. Nn tng
ca s pht trin thnh cng ngy hm nay l do Ray Kroc mua li ca anh em
McDonald v pht trin n thnh mt trong nhng d n kinh doanh m thc
thnh cng nht th gii.
1.1 Lch s hnh thnh
Cach y 60 nm, San Bernadio, bang California, Ray Kroc l mt ngi
bn hng, chuyn cung cp sa lc cho mt ca hng thc n phuc vu li xe v
khach hang qua ng ca hai anh em Dick va Mac McDonald. Kroc c tnh rng
hng thng ca hang nay ban c trn 2,000 hp sa lc v t , ng t m mun
bit nhiu hn l do ti sao cng vic kinh doanh ca hai anh em nh McDonald li
thanh cng n th. ng ta ti thm ca hang phuc vu nhanh nay va cc k kinh
ngc trc tc phuc vu y: 15 giy cho mt chic bnh burger 15 cent vi
khoai ty v sa lc. Nhn thy tim nng phat trin ca cng vic kinh doanh ny,
Kroc quyt nh tham gia vao. Anh em nha McDonald a ng vi li ngh ca
Kroc v vic mua li bn quyn quan n nay rng hai anh em nh vn s c
hng 1% doanh s bn hng t cc ca hng. Vo ngay 15 thang 4 nm 1955,
Kroc khai trng ca hang McDonalds phuc vu thc n nhanh u tin ti Des
Plaines, ngoi pha bc Chicago.
Vi tc pht trin cc nhanh, h thng cc ca hang McDonalds ban
c hn 100 triu chic banh hamburger trong vng 3 nm u tin v ca hng
McDonalds th 100 a c khai trng 4 nm sau . Ti nm 1961, Kroc tr 2,7
triu la M mua ht ton b t anh em nh McDonald.
Khng ch ph bin trong nc M, McDonalds cn nhanh chng c c
nhng thnh cng trn nhng th trng quc t khac nh Canada, Nht Bn, c
hay c. Ca hang u tin ca McDonald's m ti nc ngoai la vao nm 1967,
ti Canada va Puerto Rico. Tnh n nay, McDonalds a c khong 31.000 nh
hng ti 119 quc gia.

5
1.2 nh v thng hiu
McDonalds a nh v bn thn l nh hng kinh doanh thc n nhanh vi
chi ph thp, thn thin vi gia nh. Trong nhng nm gn y, McDonalds c xu
hng m rng phm vi ca mnh thu ht khach hang hn. Ngoai ra, cng ty
ang tp trung vo vic ct gim thi gian giao hng v ct gim chi ph thc n
thng qua cc thit b hin i nht v cng ngh tin tin nht. Nhiu nh hng
McDonalds c hai h thng drive-thru1 gim thi gian ch i va tng lng
khch hng phuc vu. iu khc bit ca McDonalds so vi i th cnh tranh th
hin cch tip th n th trng cc gia nh. Cac i th cnh tranh vi
McDonalds nhm vo nhng th h khc, chng hn nh Burger King nhm vo
nhng ngi tr. i vi McDonalds, khi mi thnh lp, khch hng muc tiu u
tin ca h l tr em, th nhng, nhng nghin cu gn y a cho thy rng, ngi
ln tiu thu nhiu hamburger hn so vi tr em. V vy, McDonalds a thm vao
hai nhm khch hng muc tiu mi cho mnh l thanh thiu nin va ngi ln.
McDonalds a tng bc nh v cho mnh tr thanh ng ch ca cng ngh
thc n nhanh thng qua vic thit lp cc tiu chun cn li cho ngnh cng nghip
ny.
1.3 M hnh nhng quyn ca McDonalds
Nm 1955, Ray Kroc nhn ra rng cha kha thnh cng l nhanh chng
m rng kinh doanh. Cch tt nht t c l thng qua hnh thc nhng
quyn thng mi. Ngy nay, hn 70 % ca hang McDonalds c iu hnh theo
phng thc ny. Hin nay, tp oan a c trn 1.200 nh hng cng vi hn
70.000 nhn cng, trong c 36 % c qun l bng hnh thc nhng quyn.
Theo Kroc, b quyt thnh cng ca mt ca hang c nhng quyn
thng mi nm gn trong mt t: ng nht. Cac chi nhanh nhng quyn v
cc chui ca hng cng cung cp cng mt sn phm hoc dch vu nhiu a
im khac nhau. Khach hang c xu hng s dung cc nhn hiu quen thuc do bn

Drive-thru: Drive-thru l mt hnh thc dch vu mua hng m khch hng c th mua trc tip ngay trn xe
ca mnh. McDonalds la nha hang u tin trn th gii phuc vu theo m hnh Drive-thru t nm 1975
mang ti cho cc khch hng bn rn mt ba n ngon nhng vn nhanh chng v tin li. McDonalds la
nha hang u tin gii thiu m hnh ny ti Vit Nam.

6
nng c xu hng trnh nhng th xa l. Mt nhn hiu em li cm gic an ton
khi cc sn phm mang nhn hiu ny ging nhau mi ni, mi lc.
Hn th na, tp oan McDonalds a to cho m hnh nhng quyn ca
mnh mt bc tin mi vi vic kt hp vic cho thu ca hng vo hp ng
nhng quyn. Vic kt hp nay c xem nh mt hnh thc thu li gin tip t
thng hiu. Da trn , cng ty s mua mnh t m mt nha hang c nhng
quyn theo k hoch c xy dng ti . Sau s cho ngi ch nh hng
nhng quyn thu mnh t trong mt thi gian nhng quyn nht nh. Tuy
nhin, tin thu hng thng s c tnh da trn doanh thu. Khi ht thi hn
nhng quyn th gi tr ca nhng l t nay cng s tng ln nhiu ln so vi gi
tr ban u c mua cng nh so vi cac l t hin c quanh khu vc ca ca
hng ti cng thi im. Bi l, theo nhiu ngi, chnh thng hiu ca
McDonalds a lam cho gia tr ca l t tng ln nhiu ln va la 1 trong
nhng yu t gin tip to thm li th cho chnh l t, va tng ng l mt khon
li nhun gia tng thm cho l t c to ra t nhng quyn.
Hot ng cho thu nha t ny mang li nhun nhiu n mc a c mt
cng ty ring (Franchise Realty Corporation) c lp ln ch phuc vu cho vic
qun l cc hot ng ny ca McDonalds.
1.4 McDonalds ti Vit Nam
Ngay 08/02/2014, nha hang McDonalds u tin Vit Nam c khai
trng ti ca ng pha ng ca thnh ph H Ch Minh. Ngi nhn nhng
quyn thng hiu ny ti Vit Nam l doanh nhn Nguyn Bo Hoang, ngi
thng c bit ti ch yu vi vai tr Tng giam c Qu u t mo him IDG
(IDG Ventures) tr gia hn 100 triu USD, chuyn u t vao cac cng ty cng
ngh nh Baidu, Sina ca Trung Quc hay VNG, VC Corp, Peacesoft ca Vit
Nam.
Theo tnh ton ca nhiu chuyn gia th gii da trn ti liu v nhng
quyn thng hiu, s tin ma ngi nhn nhng quyn nh ng Nguyn Bo
Hong phi chi tr l khong 1-1,9 triu USD c cho php m ca hng
McDonald's ti Vit Nam.

7
Tnh n nay, McDonalds a c 3 ca hng ti thnh ph H Ch Minh v
u phuc vu khch hng 24/7 cng vi h thng drive-thru thun tin.
Muc tiu ca McDonalds khi vao Vit Nam l thit lp mt chun mc mi
cho ngnh cng nghip nh hng phuc vu thc n nhanh ti y, ng thi mang
n cho khch hng nhng tri nghim c nht ch c ti chui nh hng ca
McDonalds.

CHNG 2:

PHN

TCH

MARKETING

MIX

CA

MCDONALDS VIT NAM

2.1 Chin lc sn phm (Product)
2.1.1 Danh muc sn phm
Nhm gip khach hang c nhiu s la chn, McDonalds a to ra mt thc
n phong ph t cc loi banh Burger a dng n cac mn n km theo, mn
trng ming v c thc ung.

Bnh Burger: Big Mac (Burger 2 lp b, ph mai, rau ti va st Big

Mac), McPork (Burger heo, rau ti va st Mayo), McChicken (Burger
ga, rau ti va st Mayo), Fille-O-Fish (Burger phi l c, ph mai v st
Tar-tar) v chn loi burger khc.

Mn n chung: G McNuggets, Cnh g McWings v Khoai ty chin

Nc ung: Nc cam Teppy, Nc sui Dasani, Coca-Cola, Sprite, v

mt s loi nc khc.

Trang ming: Kem c qu, Banh tao nng, v mt s mn trng ming

khc.

2.1.2 Cu thanh sn phm

2.1.2.1 San phm hin thc:
Sn phm ca McDonalds Vit Nam bao gm cc loi bnh burger khc
nhau, cac mn n chung, mn trng ming va nc ung trong tp trung ch yu
vo bnh burger vi cht lng ng nht vi toan th gii. Bn cnh nhng hng
v quen thuc ca bnh burger trc y, khi xm nhp vao th trng Vit Nam,

8
McDonalds c bit c thm mt v mi cho bnh Burger, la banh Burger tht
heo McPork, McPork Deluxe v Double McPork Deluxe. Chnh sch trn ca
McDonalds la hoan toan c c s, v theo s liu t B Nng nghip Hoa K, trong
nm 2013, Vit Nam tiu thu 2,315 triu tn tht heo, tng ng trung bnh mt
ngi Vit Nam tiu thu 25kg tht heo mt nm. Bn cnh , bnh Burger
McDonalds Vit Nam c s iu chnh ph hp v kch thc (s bnh c ln t
hn so vi thc n gc). Ngoi ra, nhm ap ng c im rt thch n km rau
trong cc ba n ca khch hng Vit Nam, McDonalds a b sung thm hng v
ti xanh ti th trng nay, cac bp rau xanh c trng ring ti nng tri a Lt
va c chuyn n nh hng mi ngay bo m cht lng v gi c ti
ngon.
Mt trong nhng tnh cht c trng ca thng hiu McDonalds chnh
la tnh ng nht trong cht lng sn phm c u tin hang u trong sut qu
trnh chuyn nhng thng hiu. McDonalds khp ni trn th gii bao gm c
Vit Nam tun theo nhng tiu chun nghim ngt v nguyn vt liu. Tt c
nhng nh hng ca McDonald's ch ly cc sn phm tt nht t cc nh cung cp
chn lc. Nhng nh cung cp nay c yu cu phi tun theo cc tiu chun
nghim ngt chun b cc nguyn liu thc phm tht cht lng v hp v sinh
(Website chnh thc ca McDonalds Vit Nam). McDonalds t ra nhng tiu
chun v thc phm rt cao t nhng nguyn liu nh nht nh rau xanh n km,
n thnh phn chnh ca sn phm l bnh m v tht. Cc tiu chun ca
McDonalds:
i vi rau c:

Thng xuyn kim tra ti va cht lng

c chm sc vi lng phn bn ph hp v ch s dung cc loi

thuc tr su c php

Thng xuyn kim tra nng vi khun

ng vt chn nui

Cc trang tri c gi sch s rt cn thn, y nh sng, thng

gi v nhit lun c kim sot

Lun m bo c ngun nc sch v thc n sch

Thc n phi c ng trong mang n trnh nhim

T chn nui n vn chuyn, ch c cac nhn vin a c ao to

mi c th c php thc hin cc cng vic ny

V vic kim sot cht lng

Ch nhng nguyn liu ti tt nht mi c s dung .

Nhit v thi gian c kim sot cht ch trong sut qu trnh sn

xut

Tun th cc tiu chn v vi sinh

Chng trnh Effective Hazard Analysis and Critical Control Point

(HACCP) and Good Manufacturing Practice (GMP) c p dung v tt c

cac nhn vin u c ao to
Chnh nhng tiu chun kht khe nh vy nn hin nay McDonalds Vit
Nam tin hanh nhp 90% nguyn liu t nc ngoai. Cac sn phm ca
McDonalds ti Vit Nam s dung nguyn liu t chui cung ng toan cu vi
100% tht b c nhp khu t Uc, tht heo va khoai ty chin nhp t M. i
vi nguyn liu a phng, McDonalds ch s dung duy nht sn phm rau ti
va ca chua t a Lt. Hn th na, McDonalds cng quan tm n sc khe ca
ngi tiu dung bng vic s dung du thc vt chin khoai ty va mt s sn
phm khac. Do ngi tiu dung c th yn tm hn khi s dung cac sn phm
ca McDonalds.
2.1.2.2 San phm tim nng
McDoanlds s sm a ra th trng Vit Nam cac mn n im tm sang
theo khu v ngi Vit trong thi gian ti.
2.1.3 Nhan hiu
Ca hang thc n nhanh McDonalds thm nhp th trng bng phng
thc Nhng quyn thng mi nn McDonalds Vit Nam vn gi ng phng
thc t chc hot ng, b quyt kinh doanh, khu hiu kinh doanh, biu tng kinh
doanh va nhan hiu thng mi. Nhn hiu ca McDonalds la s kt hp gia 2
mau v mu vng to cm giac tran y nng lng v nim vui n mi ngi.

10
Biu tng Golden Arches (hnh ch M vng cung mu vng) ngy nay tr thnh
mt phn khng th thiu trong b nhn din thng hiu McDonalds.
2.1.4 Bao b
Bao b ca ca McDonalds du la n ti nha hang hay mang i u th hin
s chuyn nghip v tin li m h mun mang n cho khch hng. Bao b ng
bnh burger c hnh dang ca mt chic hp giy, c thit k kt hp gia ch in
m va hnh nh minh ha th hin cac thanh phn v nh cht lng sn phm.
Bao b ng khoai ty chin c thit k la mt hp giy hnh tru dt, ng.
Bao b ca McDonalds ngoai vic cha ng mn n, to s tin li v gia
tng cm gic hng th khi n, cn l mt hnh thc truyn thng hiu qu cho
McDonalds vi thit k bt mt cng b nhn din thng hiu r rng. Bn cnh
, tt c cac bao b nay u thn thin vi mi trng v c lam t giy tai ch.
Cac thao tac ng gi bao b rt d dang va nhanh chng mang li cho McDonalds
hiu sut phuc vu khach hang rt cao.
2.2 Chin lc gia (Price)
2.2.1 Cac nhn t nh hng n quyt nh gia ca McDonalds
2.2.1.1 inh vi san phm
Tiu chun cht lng ca hang lam gia tng chi ph ca cac mn n do 90%
nguyn liu c nhp khu t nc ngoai.
2.2.1.2 Muc tiu marketing
Muc tiu marketing ca McDonalds Vit Nam la m thm 100 ca hiu
trong vng mt thp ky ti.
2.2.1.3 Chi phi tiu thu san phm
L thng hiu ln u thm nhp th trng Vit Nam, McDonalds buc
phi y mnh cac khu qung cao va phn phi.
2.2.2 Phng phap nh gia
Khi McDonalds thm nhp th trng thc n nhanh ti Vit Nam vao thi
im u nm 2014, McDonalds c mt li th rt ln la ngi dn Vit Nam a

11
thch nghi v dn hnh thnh thi quen vi thc n nhanh k t khi mt s thng
hiu thc n nhanh thm nhp vao Vit Nam t nhiu nm trc nh KFC, Lotteria,
Burger King, Subway, Jollibee, Pizza Hut, Dominos Pizza C th thy s cnh
tranh trong th trng thc n nhanh Vit Nam ni chung, thanh ph H Ch
Minh ni ring rt khc lit, mc co gian cu ca ngi tiu dung i vi gia ca
nganh nay cao. Tuy nhin, khi thm nhp vao th trng Vit Nam, McDonalds tp
trung vao nhm khach hang muc tiu la tng lp trung lu, c thu nhp h gia nh
trong khong 500USD 1000USD mi thang, c s hu t phat trin m hnh
drive-thru u tin ti Vit Nam, cung vi vic bn thn McDonalds la mt thng
hiu ni ting toan cu nn McDonalds a thc hin chin lc gia cao.
Theo mt s nhn nh, gia sn phm ca McDonalds Vit Nam thp hn
gia mt sn phm tng t M nhng li cao hn gia ca mt s nc khac trong
khu vc nh Malaysia, Indonesia va Singapore. Cu th nh gia mt chic Big Mac
Vit Nam la 85.000 ngan ng (3,99USD), thp hn gia mt chic M
(4,62USD) va cao hn mt s nc trong khu vc nh Malaysia (2,23USD).
Indonesia (2,30USD), Philippines (2,98USD) va Singapore (3,60USD).
2.3 Chin lc phn phi (Place)
Hin ti, trong bc u xm nhp vo th trng Vit Nam, McDonalds c
tt c 3 ca hng phn b u khp thnh ph H Ch Minh. S d chn th trng
Tp.H Ch Minh lam ni bt u la v y chnh la mt th trng muc tiu vi
nhng khch hng c thu nhp cao McDonalds c th thc hin chin lc gi
cao ca mnh mt cch ph hp. Hn na, y la mt th trng si ng vi mt
dn s cao, li sng ngi dn kh hin i, c xu hng a chung nhng sn
phm mi l.

STT Tn ca hng

Din
tch
xy
dng
2-6 Bis in Bin Ph, 1300m2
Phng a Kao, Qun
1
2-2A Phm Ng Lao, 660m2

Ngy khai
trng
a ch

McDonalds
aKao

8/2/2014

McDonalds

16/5/2014

Sc
cha
350
ch
260

12
Bn Thnh
3

Phng Bn Ngh,
ch
Qun 1
McDonalds
30/8/2014
718 Bis Kinh Dng 800m2
280
Ph Lm
Vng, Phng 13,
ch
Qun 6
Bc vo th trng Vit Nam vi t cach mt ng ln trong lnh vc thc

n nhanh, McDonalds la chn m hnh kinh doanh hon ton khc bit vi cc
thng hiu a c trn th trng. Hai trong s ba ca hang u tin ca
McDonalds u nm ngoi khu trung tm thnh ph. McDonalds khn ngoan tach
bit khi am ng khi khng la chn cc ca hng tp trung ti khu trung tm.
y la bc i kha tao bo nhng kh thi cho McDonalds khi th trng trong
thnh ph a cht hp vi hang trm ca hng ca cc thng hiu thc n nhanh
khac a c sn trn tng gc ph. McDonalds la chn v tr cc ca hng ti con
ng chin lc hng vo thnh ph khi i t min Bc, min Trung qun 1
cng nh con ng qun 6 i vao thanh ph t hng min Ty. iu ny s to
iu kin cho cc khch du lch bng t cc min c th thng thc sn phm
thng qua dch vu Drive-thru c ao. Bn cnh , l do cho hai v tr ny c th
l yu cu v mt bng rng ln vi cc khun vin ti cc ca hang, (iu m kh
thc hin v tr trung tm) hoc cng c th muc tiu ca McDonalds la n bt
lng ngi di chuyn ra vao trung tm lc i lam va gi tan tm. Cn v ca hng
khu vc trung tm, bn cnh muc tiu kinh doanh, n s ng vai tr nh cac
bng qung co va ng thi ginh git khch hng vi nhng i th khc.
ng cp ca cc ca hang McDonalds c xy dng t s khc bit trong
v tr, din tch n c khch hng tip cn. McDonalds mt thng hiu vi hn
50 nm trong ngh, c trn 30.000 ca hng v c mt trn 120 quc gia trn th
gii, McDonalds rt ch trng n vic ni a ha cc sn phm ca mnh khng
ch cac mn n ma cn cch trang tr thit k ca mi ca hang. Design
innovations are borne out of consumer insight which means revisiting the whole
look and feel of our restaurants, trying to reflect the local style, and upgrading the
overall customer experience in the restaurant. y l cu gii thiu v cc nh
hng ca McDonalds trn t McDonalds Euro Virtual Press Office, muc tiu ca
McDonalds l to cho khch khng nhng tri nghim tng th mi l khi n ti y

13
nhng vn c gng phn anh c nhng nt vn ha ca tng quc gia, tng a
phng ma McDonalds phuc vu. Bn cnh nhng thng hiu khac, McDonalds
ni bt ln p vi logo ch M mau vang cung cac tng mau , en phi hp, to
nn s sang trng va ng cp. Vit Nam, bn trong cc ca hng khng cn c
nhng b bn gh mau vang va vn c coi la nh ngha ca McDonalds ma
thay vao la nhng b bn gh y mu sc em li s hin i, tin nghi, ph
hp vi phong cch tr trung ca ngi tiu dng Vit. Bn cnh , cach trang tr
cn mang mt cht ca xu hng phong thuy, ph hp vi vn hoa ngi phng
ng nh tng quan c p g, trang tr bng hnh sng nc, th hin s cn
bng gia lao ng v ngh ngi, iu ma ai cng mun hng ti. Nhng hnh nh
tru tng th hin s thnh vng hay biu tng cho s may mn, hnh phc,
em li s thoi mi cho khch hng. C th ni cch bi tr phong thy, vn mang
m cht vn ha phng ng, khng th ph hp vi n nhanh McDonalds
vn l mt phn ca vn ha phng Ty, nhng cach bai tr nay a th hin c
phng chm a phng ha ca McDonalds.
c bit vi hai dch vu ln u tin xut hin ti Vit Nam l Drive-thru v
dch vu bn hng 24/7 ha hn s mang n nhng tri nghim m thc mi m v
thu ht. Drive Thru la quy trnh c bit ca McDonald c nhiu ngi nhc n
v n c qung co set up ch mt 2 pht. Theo , xe s chy t cng chnh vo
khu vc Drive Thru, n quy gi mn qua mn hnh LCD, sau khi xc nhn mn
n, khach hang di chuyn n quy thanh ton ri ti quy nhn hng v ra v bng
ng dnh ring cho dch vu ny. Cn v dch vu bn hng 24/7, McDonalds m
ca sut 24 gi trong ngy v 7 ngy trong tun phuc vu nhu cu ca khch hng
vo bt k khong thi gian nao. iu ny l mt li th c bit i vi
McDonalds khi ma cuc sng gii tr v m TP.HCM ang phat trin ngy mt
mnh m, cc bar, cac bia club, pub, mc ln rt nhiu va c s hng ng
nng nhit t gii tr Si thnh. Vic c mt ni n ung tr chuyn vo ban
m trc y TP.HCM l mt iu kha kh khn, bi l do tp qun ca ngi
dn cng nh mt vai cac quy nh mt s ni khng cho hang quan m qu mt
khung gi quy nh nao , gi y vic McDonalds phuc vu 24/7 c ngha c
bit vi gii tr v du khch, nhng ngi tranh th thi gian ban m i kham

14
ph v mun tt qua lm lt d lc na m. Chnh v vy, McDonalds a tr thnh
mt im n l tng cho nhng v khch trong khong thi gian ny.
Vic xac nh khch hng muc tiu ngay t ban u l tr em a khin cho
vic u tin phuc vu cho tr em McDonalds tr thanh iu tin quyt, iu th
hin trong thit k ca c 3 ca hang McDonalds Vit Nam vi cac khu vui chi
dnh cho tr em c thit k rng ri, hin i, thu ht tr em mi la tui khi n
vi McDonalds. Vi suy ngh tr em s phi i cung b m v b m th thng s
khng t chi bt c yu cu no ca con ci. Mng th phn phuc vu tr em t lu
l mnh t mu m ca cc chui thc n nhanh va McDonalds a khn ngoan
trong vic ch v khai thc hiu qu mnh t ny.
2.4 Chin lc xc tin (Promotion):
2.4.1 Chin lc xc tin
McDonalds s dung chin lc ko, vi muc ch thu ht, gia tng lng
khch hng mua sn phm ca cng ty mnh bng nhng cng cu Marketing nh
qung co, khuyn mi, quan h cng chng. Muc tiu ca McDonalds la tac ng
trc tip n ngi tiu dng, khin h yu thch v s dung sn phm, t tng
doanh thu cng nh li nhun cho cng ty.
2.4.2 Cc cng cu xc tin
2.4.2.1 Quang co
McDonalds a dung nhng phng tin qung co ngoi tri nh bng hiu,
hp n cung cac phng tin in n nh thc n sn phm, ly, m, ao c logo
cng ty tng khch hng v khin khch hng tr thnh nhng ngi qung co
min ph gip hnh nh ca cng ty tr nn ph bin hn. Hin ti, McDonalds
cha tin hnh qung co trn v tuyn thng qua TVC nh cac i th cnh tranh
nhng a tin hnh qung cao thng qua bao ch cng nh cac phng tin ca
Internet.
2.4.2.2 Khuyn mi
McDonalds t khi ra mt a c nhng chin lc qung cao c ao, t vic
tng qua lu nim c in logo nhn hiu cho cac khach hang u tin n vic dnh

15
nhng khuyn mi v sn phm, em li nhng thnh cng v cng ln. in hnh,
vo ngy 28/3, ca hang McDonalds u tin a trin khai mt s kin s kin c
bit "McPork tht tuyt! Khng ua u!" trn phng tin Facebook. Cu th, vi
10.000 likes cho bi vit v s kin trn fanpage, McDonald's a Kao s dnh
tng hon ton min ph 1.000 bnh McPork cho cc khch hng vo ngy 1 thng
4. S kin nay a thu ht gn 12.000 lt likes cung 118 lt shares, chng t tuy
ch mi bc vo th trng trong mt thi gian ngn nhng sc nh hng ca
McDonalds la khng h nh. Hin nay, fanpage ca McDonalds trn Facebook a
c ti gn 350.000 likes, mt con s ang k cho nhng n lc ca ng ln nganh
fastfood trong vic tip cn ngi tiu dng Vit.
McDonalds xac nh mt phn khch hng muc tiu l tr em nn lun c
cac chng trnh khuyn mi thu ht dnh cho tr em. in hnh chng trnh tng
bong bng, tng m Pikachu va giao lu vi Pikachu, chng trnh Happy Meal su
tm trn b Pokemon, chng trnh v mt ho trang ngy 1/6, phn n X Trum
iu nay a thu ht mt lng ln khch hng l tr em cng nh mt lng ln
i tng khch hng l cc bc cha m vo mi ngy l, cui tun hay vo dp sinh
nht ca cc b. Nm c yu t tm l khch hang, McDonalds a c nhng
chin dch khuyn mi ph hp v rt thnh cng, nng cao doanh s mt cach ang
k.
Mt chiu thc khuyn mi thng qua s kin cc k nng hi trong d lun
ti Vit Nam cng nh trn toan Th gii a c McDonalds ap dung mt cch
v cng kho lo. Vi t cach la nha tai tr chnh thc ca FIFA World Cup 2014,
hoa cung khng kh bng a, McDonald's kt hp vi Adidas trin khai cuc thi
"St bng hay, nhn giay nh" trong giai on t ngy 30/6/2014 - 4/7/2014. Qua
, khch hng t s hu cho mnh mt gi French Fries FIFA World Cup 2014 ti
McDonald's, tham gia chi tr chi online va nhn c nhng phn qua n t
Adidas nh bnh nc, nn, ao thun, gng tay th mn, hoc b bo v chn. Cuc
thi a thu ht hang trm bn tr tham gia, khng nhng gip lam tng doanh thu ca
French Fries ma cn la mt phng tin qung co hiu qu cho McDonalds.
Tuy French Fries khng phi l sn phm chin lc ca McDonalds nhng li
c s dung lam iu kin cho cuc thi bi v gi tin ca n thp hn nhiu so

16
vi cc sn phm khc. T s thu ht nhiu khch hng tham gia thng qua vic
s hu va iu ny s gip McDonalds vn xa hn v mt hnh nh trong ngi
tiu dng. Bng mt chin lc Marketing kt hp c ao, McDonalds a thanh
cng k c v doanh thu ln v mt hnh nh.
Bn cnh , khng b l bt k ngy l no Vit Nam, nh la: Ngay phu
n Vit Nam, Ngy quc t thiu nhi, Valentine, Halloween.., McDonalds u c
cach trang tr c ao ti cc ca hng cng vi p dung nhng u ai c bit cho
sn phm nh gim gi phn n, chi tr chi min ph phn n, khuyn mi cc
qua lu nim
2.4.2.3 Quan h cng chng
Tip cn khch hng khng ch bi nhng u ai, s cht lng trong sn
phm ma McDonalds cn khn kho i vao lng nhng khch hng kh tnh bng
mt cai nhn y thin cm. Tuy thc n nhanh c nguy c dn n bnh bo ph
nhng McDonalds trong con mt ngi tiu dng lun gn lin vi hnh nh nng
ng, mnh m v tch cc. bt c ni nao McDonalds hin din, u c s
gn kt gia McDonalds va ngi tiu dng, t khu v ph hp n nhng hot
ng th duc th thao quen thuc. iu ny c th thy qua vic McDonalds la mt
trong nhng nh ti tr chnh ca Olympic v World Cup 2014.Cc tn ca cc
mn th thao u c th thy hnh nh McDonalds trn ng piste, trong nhng
trn cu nh cao. Qua cho thy McDonalds lun ng hanh va hng ngi
tiu dung n cuc sng nng ng, lnh mnh vi nn tng th cht tt nht. Trit
l y tt nhin cng c mang vo Vit Nam vi nhng chng trnh u t, h
tr bc u cho Saigon Heat - CLB bng r nh ngh ang ta nhit trong ln
ngoai sn u vi nhng chin thng n tng trc nhiu i th mnh. Hn th
na, Saigon Heat cn ang mang n nhng tri nghim mi m, th v cho nhng
ngi yu th thao Vit Nam, gp phn xy dng nim yu thch vn ng, ham m
chi bng r trong cng ng gii tr. y chnh la iu ma McDonalds hng
n bn cnh muc tiu qung b hnh nh ca mnh. Thm vao , Ngay hi gia
nh nng ng c t chc ti ca hang McDonalds aKao vao ngay
06/09/2014, nm trong chui hot ng Heat Up Your Summer - Si ng ma
h, nhm khuyn khch ngi tiu dng rn luyn v xy dng mt li sng nng

17
ng, khe mnh a thu ht hang trm bn tr va cac gia nh tham gia. T cho
thy s quan tm va u t c chiu su ca thng hiu nay i vi th trng Vit
Nam hay ni ng hn la i vi ngi tiu dng Vit.
Mt hot ng mang li gi tr nhn vn su sc ca McDonalds na phi k
n l chnh l vic ng hnh cng qu t thin Operation Smile Vietnam vo dp
ky nim 25 nm hot ng. Operation Smile Vietnam la chng trnh bao gm cc
hot ng phu thut nhn o cho tr em b d tt khe h mi, vm ming; khm
va iu tr nha khoa; cc hi tho, ao to v hm mt vi s tham gia ca cc
chuyn gia y t hang u trn th gii; cc nghin cu kho st v tnh trng tr b
d tt mi, vm ming; v nhiu hot ng khac tri n, nng cao nhn thc cng
ng. Cng vi nhng cng ty ln, McDonalds tr thnh nh bo tr c bit cho
chui cc hot ng nay, mang n cai nhn y thin cm v tch cc cho ngi
tiu dng Vit Nam, k c nhng khach hang kh tnh khng a chung cc sn
phm thc n nhanh trn th trng.
McDonalds a c nhng chin dch PR mang tnh nhn vn va xa hi su
sc, iu nay hoan toan ng n v hu hiu cho mt cng ty fastfood ang ng
trc s ln n mnh m ca cng ng bi nguyn nhn gy nn bnh bo ph hin
nay. Qua nhng hot ng qung ba , ngi tiu dng s c mt ci nhn khc,
gip v th ca cng ty trn th trng bn vng hn va phat trin mnh m hn
trong tng lai.
2.4.3 Chin lc thm nhp th trng
Khi bc vo th trng Vit Nam, McDonalds a tin hnh nghin cu,
ra nh hng pht trin v xy dng chin lc xm nhp th trng, mt yu t
quan trng quyt nh s thnh cng hay tht bi ca doanh nghip ny.
i vi v tr ca ca hang u tin, trong khi gii nghin cu th trng
nhn nh quy m ca qun s tng ng din tch trung bnh ca ca hng
McDonalds ti Singapore (khong 1.000 m2) th McDonalds li cho rng din tch
khng nht thit phi ging nhau ma phu thuc vao a im. Theo , v tr t ca
hng phi ph hp vi i tng khch ca McDonald's la gia nh nn cn ch
ng dn, nhng khu c nhiu gia nh sinh sng. cng la l do ma ca hng
u tin c t ti phng a Kao, qun 1, ni vi mt gia nh kha ng va

18
cng la ni n bt lng ln ngi dn di chuyn ra vo trung tm thnh ph khi
i lam cng nh tan tm. McDonalds bc vo Vit Nam nh mt g khng l
chu chi, con s chi ph cho ca hang u tin c th ln n 800.000-900.000
USD hoc c th cao hn na. Bi l, mt bng ca hang u tin ngay vng xoay
ca ng ng Sai Gn, rng 1.300 m2 v xy dng mi ton b vi 350 ch ngi,
km c dch vu Drive Thru. Bn cnh , chi ph cng ngh cho nh bp dao ng
t vi chuc n c trm nghn USD. Khon ny bao gm: h thng mn hnh theo
di, my mc phuc vu quy trnh ch bin mn n hin i, c th ra l sn phm s
lng ln tnh bng giy, kim sot t nh bp thng vi bn ngoi ca hng bng
h thng m thanh... V con ngi, nhn lc c gi i ao to nc ngoi theo
chun ca ton cu. McDonald's thm ch cn khng ngi tuyn c nhn vin nc
ngoai mang li cht lng dch vu tt nht, tuy nhin, chi ph cho vn ny
cng khng h nh. Qua , cho thy s u t va chun b ca ng ln ngnh
fastfood khi mi bc vo th trng Vit Nam l khng h nh.
i vi sn phm, McDonalds a nghin cu rt k v nh cung ng cng
nh nhng thay i v hng v sao cho ph hp vi ngi tiu dng Vit. Ngoi
tr c chua v rau km trong burger c xut x t a Lt, cc nguyn liu cn li,
k c khoai ty u c McDonalds nhp khu t chui cung ng ton cu. L
gii cho vic khoai ty khng c nhp t a Lt nh nhng rau c khc bi v
theo J.S. Simplot, cha ca McDonald French Fry cho rng c khoai ty ca Vit
Nam nh trn, khng thch hp ch bin. Hn na, mn c bit ny ca ng c
tiu chun ng nht trn ton cu va i hi c khoai ty phi c hnh tri bng
mi ct c nhng ming dai, u. gn gi hn vi khu v ngi Vit Nam,
st ca McDonald's nhp t Thi Lan, v bnh kh ging vi cc th trng chu .
Chnh v vy, Vit Nam, bnh hamburger, tht g, khoai ty khng khc nhiu vi
cc ca hang McDonalds khac trn Th gii, ch c iu rau, c chua mm hn va
c trng mt cht v chua v ngt thch hp vi gu ca ngi Chu . c bit, ti
th trng Vit Nam, McDonalds cn chun b ring loi bnh m kp tht ln
McPork ra mt ngi tiu dng. Trong thi gian u, McDonalds a ra nh
hng bn cc sn phm ca cng ty cn v lu di c th pht trin thm cc mn
ca a phng.

19
Lin quan n gi c va a im, bi v chi ph u t va sn xut khi vo
Vit Nam l con s khng nh nn gi ca cc sn phm cng kha cao so vi cc
sn phm trn th trng. Hn na, McDonalds mun khng nh thng hiu cao
cp ca cng ty cng nh xac nh khch hng muc tiu chnh la tng lp ngi
Vit Nam trung lu, c thu nhp h gia nh trong khong t 500 1000 USD mi
thang. Chnh v vy, mc d xm nhp tr hn so vi nhiu i th, nhng mc gi
ca McDonalds khng h cnh tranh, thm ch cn cao hn rt nhiu.
Sau khi xac nh, nghin cu v sn phm, gi c va a im ph hp nht
c th xm nhp th trng Vit mt cch thun li, McDonalds bt u muc
tiu tip cn khch hng. McDonalds a s dung cc bng hiu to, ni bt ti cc
ca hang cng nh nhng t ri v thc n sn phm khch hng ch v bit
n mt thng hiu mi ang c mt ti th trng Vit Nam. tip cn su hn
na, McDonalds la chn Zalo lm knh truyn thng qung b. S d
McDonalds la chn Zalo l bi v qung ba qua Zalo c i tng tp trung, ph
hp vi khch hng muc tiu ca ngnh thc n nhanh la t 15-30 tui, v phn
khc khch hng tim nng t 5-14 tui. Theo mt nghin cu ca Nielsen, ch c
8% ngi Vit Nam dng thc n nhanh va ch dng t 1-3 ln/thang. Trong khi
theo nghin cu ca VinaResearch nm 2012, nhm ngi dng thc n nhanh
nhiu nht ti Vit Nam c tui t 16-23. Va trong 113 ngi tui t 18-25
c hi qua kho sat th c n 102 ngi bit n McDonalds. Nh vy khi
truyn thng qua Zalo, McDonalds c th tip cn su vo cng ng khch hng
muc tiu t 15-29 tui, c khong 15 triu ngi, ng thi cng anh ng c
ti phn trn ca phn khc khch hng tim nng t 10-14 tui, l nhng i tng
bt u s dung Zalo. Vic McDonalds chn knh Zalo cn cho thy rng, khi mt
thng hiu ton cu bc vo mt quc gia th khng ch a vao cac thng hiu
truyn thng ton cu la ma cng cn tn dung u th ca cc cng cu truyn
thng bn a tip cn nhanh va su n khch hng muc tiu ca mnh, v Zalo
chnh l ng dung OTT c McDonalds la chn. xc tin hn cho hot ng
khai trng, trc khi m ca chnh thc vo ngy 8/2, McDonald's a phi hp
cng mt s i tc thc hin mt chui nhng s kin trc ngay khai trng. Cu
th, t ngy 4/2 - 6/2, McDonalds phi hp cng mt s i tac nh Yan, Zalo,

20
Web Tre Tho, Yahoo, VUG (Vietnam University Games), Operation Smile t chc
cc ngy hi Preview Day, la c hi cho cac khach hang yu thch McDonalds tri
nghim thng hiu trc c ngay khai trng. Trong ngay hi s din ra cc
chng trnh biu din vn ngh c sc v mi khch mi s nhn c mt phn
n EVM (Extra Value Meal) ca McDonalds, km mt mn trng ming. Trong
ngay khai trng, McDonalds a thu ht rt nhiu bo ch cng vi nhng bi vit
truyn thng, anh du s c mt trn th trng Vit. Bn cnh , McDonalds
cn tng nhng vt phm k nim cho nhng khach hang u tin, thu ht mt con
s khch hng khng h nh. Trong 24 gi ban hang u tin, ca hng
McDonalds aKao a c ti 22.500 khch hng, xp thnh nhng day dai va ng
c. Trong 30 ngay u, ca hang nay a ban c 61.980 chic hamburger loi
Big Mac cho 400.000 khch, mt con s khng tng vt qua c s k vng ca
cng ty. Tuy nhin, mt phn ca s thanh cng nay c khng nh l do hnh
nh thng hiu ma McDonalds a gy dng c trn ton th gii, mt hnh nh
tht s gy t m cho ngi tiu dng Vit Nam.
Kt hp cht ch mi quan h ca m hnh 4P t nghin cu, anh gia va
thc thi, McDonalds a c mt chin lc thm nhp v cng thnh cng ti th
trng Vit. T , to iu kin s pht trin bn vng v lu di cho cng ty
trong tng lai.

CHNG 3:

SO SNH MCDONALDS VIT NAM V

MCDONALDS HOA K
3.1 Chin lc sn phm (Product)
Do Hoa K - th trng ln nht ca McDonalds va cng chnh la ni khai
sinh nn chui ca hng thc n nhanh nay, a tn ti v pht trin trong thi gian
di, trong khi Vit Nam ch mi khai trng ca hang u tin cach y gn mt
nm, v th thc n ti th trng Vit Nam khng a dng nh ti th trng Hoa
K.
Bng 3.1: Bng so snh thc n ca McDonalds Vit Nam v Hoa K. (Ngun: t tng hp)

Bnh

Vit Nam
12 mn

Hoa K
31 mn

21
Burger
Sandwich
im tm
Salads

Khng c
Cha c
Cha c

15 mn
24 mn
C
Kem
Banh tao nng
Bnh ngt
Trng
Kem
Yogurt
ming
To
Ch yu la nc ngt
a dng cc loi nc ung: nc ngt,
Nc ung
c ga; McCaf
sa, tr, nc tri cy, McCaf
Bn cnh , McDonalds ti M c xy dng mt thc n di 400 calo
nhm thu ht nhng khch hng b bo ph nh Egg McMuffin va 1% Low Fat
Milk Jug.
McDonalds hot ng ch yu di hnh thc nhng quyn thng mi,
mi h thng c tiu chun ha, v th sn phm Vit Nam v Hoa K khng
c s khc bit ln, mc d trong menu c s khc bit v s lng cac mn n
nhng nhng mn n lam nn tn tui ca McDonalds trn th gii nh Big Mac,
Chicken McNuggets, Egg McMuffin th vn xut hin trong menu ca McDonalds
Vit Nam.
3.2 Chin lc gi (Price)
Nu nh Vit Nam, McDonalds p dung chin lc nh gi cao, tp trung
cho tng lp khach hang trung lu, c thu nhp tng i cao th th trng M,
McDonalds thc hin chin lc gi cnh tranh. S d c s khc bit nh vy, bi
v th nht M l quc gia c nn kinh t pht trin nht th gii, thu nhp bnh
qun u ngi cng ng u th gii. Chnh v th, thc n nhanh ti th trng
M c s dung nh la nhng ba n vi vng v mc gia a ra i vi mc thu
nhp ca h cng rt la bnh dn. Hn th na, ti th trng ny c rt nhiu i
th cnh tranh mnh ln nh Subway, Burger King, Captain Ds, Checkers,
Churchs Chicken,Theo s liu thng k n thng 10/2013, ca hng thc n
nhanh hang u th gii chnh l Subway vi 37.016 ca hng, ring M l
25.000 ca hng. McDonalds xp v tr th hai vi 33.510 ca hang trong c
14.098 ca hng ti M. Vi cuc chy ua gia cac i th v cng st sao ti th
trng ln nht ca mnh th McDonalds p dung chin lc gi cnh tranh v to

22
s khc bit bng chin lc sn phm l mt chin lc ht sc khn ngoan i
vi h.
Cn ti th trng Vit Nam, mt quc gia ang phat trin vi mc thu nhp
bnh qun u ngi kh thp (GDP bnh qun u ngi ca Vit Nam l 1.910
USD/ngi) th y li l mt cu chuyn hon ton khc. Gi c ca McDonalds
tr thnh mt vn tranh ci Vit Nam bi l, gi mt chic Big Mac c
McDonalds ban ti Vit Nam 85.000 ng (3,99 USD). Mc gi ny thp hn gia
mt chic Big Mac ti M (4,62 USD), tuy nhin li kh cao nu so vi cac nc
trong khu vc. Ti Malaysia, mt chic Big Mac gi ch c 7,40 ringgit (khong
2,23 USD), ti Indonesia, mt chic Big Mac l 27.939 Rupiah (khong 2,30 USD),
ti Philippine l 135 peso (2,98 USD). Mc gi 3,99 USD/chic ti Vit Nam cn
cao hn so vi Singapore (3,60 USD).
Vy l do ti sao McDonalds li chn cho th trng Vit Nam mt mc gi
nh vy?
Thc n nhanh l ra ng nh tn gi ca n l nhng phn n c phuc vu
mt cch nhanh chng, cung cp cht dinh dng cho nhng ngi bn rn, khng
c thi gian ngi li n va thng th gi ca mt phn n s va ti tin ca
ngi lao ng va a s s c phuc vu theo kiu take away (mang i). Nhng khi
KFC ln u tin mang khi nim v thc n nhanh n vi th trng Vit Nam
nm 1997 cho n nay th khi nim v nhng n thuc loi KFC c v c
hiu khac i, i vi ngi dn Vit Nam khng cn n thun l mt ba n
nhanh gn,vi vang nh ngha ca n ban u, ca hng thc n nhanh a tr
thnh mt trong nhng ni giao lu, th gian, tu hp bn b, l mt ni gii tr cui
tun iu ny ta c th thy qua chnh cac thng hiu thc n nhanh ni ting th
gii khi xm nhp vo th trng Vit Nam, khng c bt k thng hiu no l
khng u t vao khu vc ngi li n cho khach, va cng khng c thng hiu no
ch pht trin theo hng take away duy nht. Theo bn kho st ca Viettrack v
thi quen va hanh vi la chn thc n nhanh ca ngi tiu dung thc hin kho
st trn 3 thnh ph ln ca Vit Nam l Si Gn, H Ni va a Nng th thi quen
ca ngi tiu dng Vit Nam la thng i n thc n nhanh vao cac ngay cui
tun, sinh nht (54,6%), trong khi thi quen i n thng ngy ch chim

23
(khong 10%) va khi i h thng i vi bn b (24,3%). Ngay t lc ban u hnh
thnh, hai nh thc n nhanh c th phn ln nht Vit Nam l KFC, Lotteria a
nh gi cho th trng nay tng i cao so vi mc thu nhp ca ngi tiu dng,
ch yu danh cho khach hang trung lu. Nm bt c iu ny, mc d
McDonalds n vi th trng Vit Nam tr hn hai i th cnh tranh KFC,
Loterria, nhng h vn chn cach nh gia cao i vi dng sn phm ny.
Ngoi l do trn, mt trong nhng nguyn nhn chnh khin cho McDonalds
xac nh mc gia nh vy l v McDonalds l mt tn tui danh ting khp th gii
cng nh la ca hang thc n nhanh u tin Vit Nam xy dng h thng drivethrough danh cho c xe may va t. Mt l do na l bi chic Big Mac Vit
Nam dng hu ht nguyn liu nhp khu, t tht b c, phil c trng anh bt
bin i Ty Dng va Thai Bnh Dng, khoai ty M. Banh m cng do mt nh
chuyn lm bnh Malaysia cung cp, ch c rau xanh v c chua l t cc trang
tri a Lt. Trong khi cac nc khc, h tm c nh cung cp ni a m bo
cht lng nn ty l ni a ha sn phm ca h cao hn Vit Nam.
3.3 Chin lc phn phi (Place)
Trong chin lc kinh doanh ca mnh, McDonalds Vit Nam v Hoa K
u ch ng chn v tr t qun ti nhng ni din tch rng rai, thoang ang, ch
trng la chn cac a im trung tm va ngoai trung tm xy dng qun.
Nu McDonalds Hoa K tp trung xy dng cac vung trung tm th McDonalds
Vit Nam li ch trng vao cac a im ngoi trung tm thnh ph. Ch trung
tm y c th hiu theo rt nhiu ngha khac nhau, rt linh hot trong bi cnh
phn khc khach hang ma cng ty nh hng ti. Thc t cho thy, Vit Nam,
cc ca hang nh Lotte, KFC a thng lnh th trng thc n nhanh khu vc trung
tm. Bn cnh , theo thng k ti nm 2011 s lng xe t ca Vit Nam la hn
1.3 triu chic. Gi s 40 % trong s la xe t dn dung va chia u ti hai
min, s lng xe t dn dung ti pha Nam s vo khong 250 ngn chic. Chnh
v vy, mt trong nhng phn khc ma McDonalds Vit Nam hng ti la
khch hng thuc tng lp trung lu, cu th l khch hng s hu t.
Trong s 3 nha hang a thanh lp, ch c mt nh hng nm trung tm.
l Nh hng th 2 c m qun 1, ta lc trn khu t vng vi mt tin hng

24
ra ng Trn Hng o v Phm Ng Lao, sat vi cng vin 23 thng 9.
McDonalds Bn Thnh l ca hng 3 tng, vi tng din tch gn 660 m2, sc
cha khong 260 ch ngi. c bit, ca hng cn c c khu ngoi tri vi 80 ch
ngi.
Hai nh hng cn li c pht trin vng ngoi trung tm thnh ph, la
chn v tr ti con ng chin lc ni TP HCM vi cc tnh pha Bc v cc tnh
trng im pha Nam v du lch v kinh t nh ng Nai, Bnh Dng, Ba Ra
Vng Tau... Nha hang th nht nm ca ng pha ng , va nha hang th 3 nm
ca ng pha Ty. Hai nh hng nay c t chc theo chun McDonalds Hoa K
vi y cc dch vu c trng nh dch vu Drive-thru, khu vc vui chi Play
Place cho cc b, cng vi cc trang thit b hin i v thn thin nh hai phng
ring cho tic, ring McDonaldss Ph Lm c thm li i thng qua rp chiu
phim Galaxy.
Tnh n 31/12/2013, s ca hang McDonalds trn th gii l 35.429, s
ca hng kinh doanh theo hnh thc nhng quyn l 28691 v s ca hng ti M
l 14.278. C th ni, cc ca hang McDonalds a bao ph tt c cc tiu bang ca
nc M t nhng khu vc dn c ng c cho n nhng v tr ngoi trung tm
thnh ph. V du nh ca hng xy dng da trn kin trc nh trng New Hyde
Park, New York, M; ca hng Time Square thnh ph New York hay ca hng
nm trn i l Las Vegas, qun Clark thuc tiu bang Nevada,la nhng khu
trung tm tp trung ng dn, hot ng sm ut. Ngoi ra cn c cc ca hng pha
ngoi trung tm chng hn nh: nha hang trn ng Sand Lake Orlando, Florida,
M; ca hng xy dng da trn kin trc nh trng New Hyde Park, New York,
M; Ngoi vic tp trung vo xy dng cc nh hng 2 khu vc trn,
McDonalds Hoa K cn kt hp s dung mt s c s sn c c nhiu ngi
bit n pht trin ca hng. Chng hn nh vic McDonald's t ca hng trong
nh ca mt cu thuyn trng Freeport, Maine (M) cng a thu ht rt nhiu
khach hang hay cn bit th c xy dng t th ky 19 New Hyde, New York
(M) a c bin thnh mt ca hng ca McDonalds khi cng ty thc n nhanh
nay mua a im trong nm 1985. V cch bi tr, ca hng Dallas, Texas (M)
c xy dng ging nh mt m hnh Ba n hnh phc vi mt bc khoai ty

25
chin, mt chic bnh kp v cc Coca, tt c u c kch c khng l kt hp
nhiu mu sc, rt ni bc va c bit hp dn tr em hay ca hng McDonalds
Barstow, California (M) c kin trc v cung c ao bi n c t trong mt
toa tu ha. Ngoi ra, mt s nha hang McDonalds ca M cn c tn trang
theo hnh thc kha c ao - bi tr theo phong thy. V du nh nha hang vng
ngoi Hacienda Heights, thnh ph Los Angeles, ch c hnh ch M ln mu vng
bn ngoi nh hng v thc n trn bn l nhng du hiu ch cho bn thy, y
l mt mt xch trong chui ca hang n nhanh hang u th gii. Nhng b bn
gh bng nha, bc tng ch h Ronald McDonald, v nhng gam mu vng v
t lu vn c coi la nh ngha cho cac ca hng McDonalds u a bin
mt. Thay vao la nhng b bn gh da, gam mu t trm, nhng cy tre v
nhng git nc chy nh git trn nhng tm knh. Theo nhng quy tc c bn
ca phong thy, trong mt khng gian s c s hin din ca 5 yu t l kim, mc,
thy, ha, th v c khng gian cho s pht trin sinh kh. Ch nh hng ny, ng
Mark Brownstein, cho bit, cch bi tr ny nhm muc ch em n cho cc khch
hng hnh phc v may mn, cho d h c nhn ra cach bai tr c bit ny l
phong thy hay khng. V chnh s bai tr c ao nay a thu ht rt nhiu khch
hng n ca hng hng ngy v khch hng cm nhn c cm gic thoi mi
khin h phi nn li lu hn vi nhng mn n trong nha hang va s cn quay li
nhiu ln sau .
3.4 Chin lc xc tin (Promotion)
Chin lc xc tin thng mi gia McDonalds Hoa K v Vit Nam c
nhiu nt tng ng. u tin l vic xy dng thng hiu trong mt khch hng,
la biu tng hnh ch M ln vi gam mu vng bn ngoi vin , nhng b
bn gh bng nha c in logo ca hng v bc tng ch h Ronald McDonald.
Bn cnh . Cac ca hang McDonalds cng xy dng nhiu chng trnh khuyn
mi. Trong chin dch khuyn mi, xy dng nhiu combo hp dn m ni bt la
ba n Happy Lunch cho tr em vi nhiu phn qu hp dn, thu ht s quan tm
ca tr em. Mi nm hang tng 1,5 ty chi cho tr em lm marketing. Ngoi
ra cn t chc chng trnh, cac tr chi, gameshow c bit cho cc ngy l trong
nm. Chng ta c th thy s tng tac gia cc hot ng promotion ca

26
McDonalds M v Vit Nam, nh s kin McDonalds M ti tr cho FIFA
World Cup 2014 th ngay lp tc McDonalds Vit Nam a trin khai chng
trnh "St bng hay, nhn giay nh" trong giai on t ngy 30/6/2014 - 4/7/2014,
thu ht s ch ln ca d lun cng nh t pha khch hng.
Nhng bn cnh i vi nhng chin dch khuyn mi, qung cao c bit
th li khng c s song song gia cac c s ca McDonalds, n c ta c th thy
gn y McDonalds M trin khai mt chin dch mang tn McDonald's Children's Day, Rock Paper Scissors, l mt chin dch hng n tr em rt th
v, trong khi mi khch hng mua hng ti mt ca hng bt k ca McDonalds
ti M th h s c c hi c chi on tu x vi nhn vin ca ca hng v nu
h thng s c min ph ton b phn n ca mnh trong hm . y la mt
chin dch thnh cng ca McDonalds, n a thu ht s ch ca rt nhiu ca
khach hang, c bit l khch hng tr em. Nhng chin dch ny th li khng c
trin khai ti Vit Nam, mt th trng mi gia nhp ang rt cn thu ht s ch
ca khch hng.
McDonalds Hoa K v Vit Nam u quan tm, ch trng hot ng qung
cao thng qua cac phng tin thng tin i chng m cu th l facebook, fanpage,
bin qung co, internet,... v ti tr chng trnh. Nu McDonalds Hoa K ti tr
cho cac chng trnh nh Olympic, World Cup th McDonalds Vit Nam cng
nh hng ti tr cho cac chng trnh hot ng th thao nh: Saigon Heat - CLB
bng r nh ngh ang ta nhit trong ln ngoai sn u vi nhng chin thng n
tng trc nhiu i th mnh. Do , bt c ni u McDonalds hin din,
u c s gn kt gia McDonalds va ngi tiu dng, t khu v ph hp n
nhng hot ng th duc th thao quen thuc.
Ring i vi mt th trng mi nh Vit Nam, McDonalds a xy dng
chin lc thm nhp th trng rt chu ao, t m. Khi n Vit Nam, McDonalds
chm chn hn nhiu i th ca h, do , hang la chn chin lc truyn thng
ch yu qua Zalo, mt ng dung OTT thun Vit; cng vi s tham gia cac phng
tin qung co ph bin khac. Giai on trc khi thm nhp vo Vit Nam,
McDonalds a ch ng qung b hnh nh, gi m mt li sng mi cho ngi
dn qua khu hiu: McDonalds - Thng hiu ton cu a n/ sp n Vit

27
Nam trn Zalo, facebook; McDonalds - Biu tng li sng ton cu sp c mt
ti Vit Nam ti cc trang bo Tui tr, Thanh nin. Khi chun b khai trng, t
chc chy khu hiu a n va nh v Nhanh. c lp. Khe mnh.
Cn vi th trng Hoa K, v a xut hin kh lu, cc chin dch qung
co, khuyn mi tr nn km hiu qu th ban lanh o cc nh hng Hoa K ch
trng ci tin dch vu cng nh la cach bai tr quan. Mt s ca hang McDonalds
Hoa K nh hng: "Chng ti mun hng ti nhng ca hng thc n nhanh ca
tng lai, ni ma khach hang cm thy thoi mi vi nhng cng ngh hin i"
McDonalds a trang b cc loi my nghe nhc MP3, h thng ti nhc t Internet
ti cc ca hng ca mnh trn toan nc M. ang ch nht l mng Blaze Net
ca McDonalds cho php khch hng c th va dng thc n nhanh va ti nhc,
nh k thut s t Internet vao in thoi di ng hay my tnh xch tay ca mnh,
Mng nay c tch hp vo my ATM lp t trong ca hng ca McDonalds.

CHNG 4:

SO SNH MCDONALDS V KFC VIT NAM

Cha ca chin lc cnh tranh Michael E.Potter a ni: Trong mt th

gii cnh tranh, bn phi tm cho mnh mt li th m bn c th LM TT HN
I TH. im li th cha chc a trung vi im bn c th LM TT
NHT. y la iu m mi doanh nghip phi trn tr, nghin cu v vn dung
mt cch linh hot ph hp vi kh nng va iu kin mi trng c th cnh
tranh v sng cung cac i th ln trn mt sn chi toan cu. i vi McDonalds,
KFC l mt i th ln du McDonalds dn u v phuc vu hamburger cn KFC li
c th mnh v g rn.
4.1 Vn nhng quyn
McDonalds thm nhp th trng Vit Nam sau KFC nhng cung chung
mt phng thc la nhng quyn. y cng la hnh thc ph bin ca tt c cc
chui thc n nhanh khac nh Pizza Hut, Lotteria, .
Tuy nhin iu quan trng khi thm nhp th trng Vit Nam la ph nhng
quyn: cc nh phn tch d oan mc ph ban u m i l nhng quyn l
khng di 45.000 USD, cha k hn 20 khon khac nh ph dch vu tr cho ch
thng hiu chim 4% doanh thu, l ph qung co - t nht 4% doanh thu. Nhn

28
chung, doanh nghip nhng quyn thng mi phi chu ph kp, gm ph trc
khi hot ng v trong khi kinh doanh.
Yum l mt doanh nghip nhn nhng quyn cc chui ca hng thc n
nhanh chim th phn rt cao ti Vit Nam trong c KFC, doanh nghip ny cng
vi nhng tha thun vi bn nhng quyn (KFC) rng h sn sng chia s nhng
phng sach, khng gian va nhn lc gia nhng chi nhanh c thu nhp cao tng
doanh thu. V yu cu u t, chi ph m mt chi nhnh KFC l 25.000 USD
trong chi nhanh KFC phi tr tin bn quyn khong 4% ngha la 600
USD/thng, ph qung co trong khu vc 3% v qung co ton quc khong 2%
trong tng thu nhp. Nh vy mt doanh nghip mun nhn nhng quyn thng
mi ca KFC cn hn 1 triu USD vn ban u; con s ny ch bng mt na chi
ph nhng quyn ban u ca McDonalds. Bn cnh c mt s gii hn nh
KFC ch ng bo tr c quyn trong ban knh 1,5 dm vi s dn khong
30.000 ngi.
Nhn chung, hnh thc nhng quyn l mt trong nhng hnh thc thm
nhp th trng to rt nhiu li th cho c bn nhng quyn cng nh bn nhn
nhng quyn. Tuy nhin mi doanh nghip nh McDonalds hay KFC s phi
chun ha sn phm, dch vu sao cho ph hp vi mi trng m vn m bo
c quy trnh hot ng sn xut kinh doanh cng nh vn ha doanh nghip.
4.2 S khc nhau trong qu trnh xm nhp th trng Vit Nam
Khch
hng
muc tiu

McDonalds
Khi thm nhp th trng Vit
Nam, McDonalds nh hng n
i tng ngi tr, gii vn
phng c thu nhp cao nhng cng
khng b qua phn khc tr em
truyn thng ca hng.

KFC
th trng M, KFC a ap dung
vo thc n phn chia khu
phn n gianh cho tr em v gia
nh. Nhng khi v Vit Nam,
KFC nh hng sn phm chin
lc ca mnh la ga ran, anh
mnh vo phn khc nhng ngi
di 30 tui, thu nhp trung bnh
v nhng khu vc ng dn (sau
khi bo l trong 7 nm lin tip,
vao nm 2006, KFC a bt u
iu tra li th trng v chuyn
i th trng muc tiu sang

29

S thay
i trong
sn
phm

- Thc n rt gn so vi phin
bn M, a phng ha thc n
bng cch b sung v heo vo bnh
Burger v rau xanh t cc nng
tri a Lt.
- Sn phm ch o l bnh
Burger.

Yu cu

t vn v sinh an ton thc

phm va tnh ng nht ln hng
u
McDonalds mi thm nhp vo
th trng Vit Nam vao nm 2014
v hin ti ch c 3 ca hng ti
thnh ph H Ch Minh). Tuy

a im

nhng ngi c mc thp, trung

bnh).
- Vi sn phm ch o l g rn,
KFC a kt hp vi cm loi
lng thc chnh ti Vit Nam to
nn cc phn thc n. Bn cnh
, KFC cng a ra cac sn
phm rau n km nh salad bp
ci, ca chua, da leo thay v cac
loi u, bp... ph hp hn vi
nhu cu ngi Vit Nam. Mt s
sn phm ch lc ca KFC khng
ph hp vi th trng cng
khng c a vao thc n nh
pot pie, famous bowls..
- Sn phm ch o l g rn.
- T khi gia nhp vo th trng
Vit Nam, KFC a c nhng thay
i trong thc n nhm ph hp
hn vi th trng Vit Nam nh
cho ra i sn phm ga rt xng,
hay cc loi ga quay km nc st
nh ga quay giy bc, g quay
tiu
- Cc mn trng ming, thay v
cc loi bnh u nh chocolate,
chip cake hay chocolate chip
cookie KFC a a cac loi bnh
trng, bnh chin nhn to, nhn
khoai mn ph hp vi khu v
ngi chu . Ngoi ra KFC cn
a thm cac loi kem vo thc
n trng ming.
t cht lng mn n ln hang
u.
T nm 2006 n nay, KFC a c
hn 134 ca hng trn khp c
nc, t cc thnh ph ln nh Ha
Ni, thnh ph H Ch Minh, a

30

nh
hng

nhin, McDonalds tp trung vo

vic la chn a im c a vi
tiu ch nh hng rng, c khu vui
chi cho tr em, th gian ca ph
cho ngi ln, c bai u t, xe
gn may va c bit khch hng
vo mua hng khng cn gi xe
(drive-thru) nhanh v tin li nn
mt bng ca McDonalds kh ln,
khong 2.500 - 3.000m2.
Nhm n chin lc lu di ch
khng nhn v yu t li nhun
trc mt. V th, McDonalds
nh v li cuc chy ua trn th
trng thc n nhanh Vit Nam s
l cuc ua ng trng v vn
v kinh nghim.

Chin
lc

- McDonalds thm nhp th

trng Vit Nam vi chin lc
gi cao tp trung cho nhng
khach hang thu nhp tm trung v
cao s hu xe t qua h thng
Drive-Thru.
- McDonalds nh v r thng
hiu nhm vao tng lp trung lu
trong xa hi va duy tr gia sn
phm cao hn i th cnh tra
gi vng ng cp.

Chin
lc xc
tin v
quan h
cng

- McDonalds khng a ra nhiu

nhng chin lc khuyn mai nh
KFC. Trong , ch c ngay u
khai trng, doanh nghip cho
khch hng s dung min ph mn

Nng cho n cc tnh Ty

Nguyn, ng bng Sng Cu
Long KFC c mt cc hu ht
cc con ph ln, nhng v tr ng
ngi xe c qua li, cc trung
tm thng mi, siu th Khc
vi McDonalds xy dng ti cc
v tr c a th KFC li nh v
trong tm tr ngi tiu dung bng
hnh thc ph sng ton b.
KFC nh hng pht trin bao
ph ton b th trng Vit Nam
nhng hng n nhng li ch x
hi. V vy KFC lin tuc a ra
nhng chin lc nhm thay i
nhn thc ngi tiu dng v gi
c, thi quen v nhng chng
trnh tng nhn din thng
hiu v thc hin chin lc thay
i sn phm sang sn phm t
cht bo.
- Nm 2001, KFC thc hin chin
dch Soul Food vi mong mun
gi c c xem theo mt cch
khc v gi tr sn phm nhm
thay i nhn thc ngi tiu
dng v gi.
- Nm 2007, KFC a thay i loi
du chin g t cht bo v ch
trng hn n thc phm tt cho
sc khe hng n sc khe
ngi tiu dng.
- Tp trung m rng cc ca hng
thc n, bao ph th trng vi
134 ca hng ti Vit Nam.
- Chng trnh mi l cho gii tr
nng ng Vit Nam nh Ght
Tr.
- Nhiu chng trnh khuyn mi
nh Happy day vao ngay th ba

31
chng

Nh
cung cp

McPork. Cc combo ca Mc
Donalds tuy gip gim mc gi
xung nhng nhn tng qut, mc
gi ny vn cn cao so vi cc
combo ca KFC nn vn khng
thu ht c nhiu ngi Vit.
Ngoi ra, phn combo ca hng
vn t hn so vi KFC.
- McDonalds tham gia ti tr cho
nhiu chng trnh ti Vit Nam
c bit l cc chng trnh th
thao nh Saigon Heat
- Chin lc xc tin a dng
thng qua cc qung co qua cc
knh thng tin nh pano, ap
phch, nhng khng ph bin v
nhiu nh bn M.
- McDonalds lun la chn nh
cung cp cht lng, kim sot
nghim ngt cc nh cung cp
trong khu la chn nguyn vt
liu u vo.
- Hin nay, McDonalds ch s
dung nguyn liu c chua v x
lch ti th trng Vit Nam, cn
li 100% b c nhp khu t
c, 100% tht heo v khoai ty
c nhp khu t M.
Ti Vit Nam, mc gi ca cc sn
phm c gi nguyn, v vy, khi
quy i t ng la sang Vit
Nam ng lm cho mc gi ca
sn phm cao hn so vi cac i
th cnh tranh nh Lotteria,
KFC

v ngy l v c p dung mi ngy

khuyn mi cc combo khc nhau
trong ma l nh giang sinh, dch
cm
- KFC a tham gia vao cac
chng trnh t thin c bit l
h tr cho qu t thin tr em m
ci - tn tt qun G Vp hay hot
ng nui dy tr bt hnh nhn k
nim 8 nm thanh lp KFC Vit
Nam.
- KFC thc hin rt nhiu qung
cao phong ph thu ht ngi tiu
dng thng qua tt c cc knh tin
vi muc tiu tng nhn din ht
mc c th.
- KFC lun c gng gia tng s
lng nh cung cp ni a.
- Hin nay, KFC nhp khu hn
70% nguyn liu t nc ngoi,
cn 30% s dung cc nguyn liu
ti th trng Vit Nam. Trong ,
ABC bakery cung cp bnh
burger, cn g vn c s dung
ca cng ty C.P Vit Nam (ti
ng Nai).

Trong khi M, KFC c gi cao

hn McDonalds nhng khi thm
nhp th trng Vit Nam, KFC
theo ui chin lc gi thp
thu ht ngi tiu dung c bit l
nhng khach hang cha bit nhiu
v thc n nhanh vi khu hiu
n no khng lo v gia
B nhn Gi nguyn b nhn din l mu Thit k c thay i la
vang .
khng cn tng mau vang nh
din
bn M m l trng vng.
Nhn vin c a sang cac nc Nhn vin c ao to cho,
Nhn
Gi

32
Singapore, Uc, Philippines ao ngha la nhn vin mi s c
to.
ao to ngay chnh trong cng
vic t cac nhn vin c.
Dch vu Hin nay McDonalds cha p KFC a s dung dch vu giao
dung dch vu giao hng tn ni hng tn ni cho khch hng.
giao
Vit Nam
hng
vin

CHNG 5:

NH GI CA NHM NGHIN CU

Thng 2/2014 ca hang McDonalds u tin xut hin ti Vit Nam vi

din tch ln n 1300m2, sc cha ln n 350 ch cng mt lc, km theo h
thng nhn vin c ao to chuyn nghip nc ngoi v h thng Drive-thru
ln u tin xut hin Vit Nam, McDonalds a lam dy ln mt ln sng mi
cho ngi dn Si Gn. Tri qua 6 thng hot ng, McDonalds a chm mc 1
triu lt khch v hin nay c cho mnh 3 c s hot ng ti thnh ph H Ch
Minh, tng lai ng Nguyn Bo Hong d nh s tng ph ca McDonalds
ln khp th trng Vit Nam, s lng ca hng c th ln n hang trm ma vn
m bo cht lng cho ngi tiu dng. Liu rng vi nhng chin lc kinh
doanh hin ti ca mnh McDonalds c t c muc tiu ca minh ?
Gii u t kinh doanh F&B ti TP HCM anh gia du dch vu v cc trang
thit b ca McDonald's c xp vo hng hin i vi tiu chun cao nht hin
nay, nhng mun thnh cng ti th trng m thc a dng nh Sai Gn l bi ton
kh. Qu tht nh vy, chng ta khng th ph nhn rng chin lc sn phm ca
McDonalds la kha tt, i vi mt th trng a chung hng ngoi nh Vit Nam
vic gi c hng v vn c ca McDonalds M va a sang Vit Nam, km
theo vic cam kt cung cp 90% nguyn vt liu u l hng ngoi nhp s thu ht
s ch khng nh ca ngi yu m thc ti y. Tuy nhin ta vn cn thy nhiu
vng mc trong chnh sch sn phm ca McDonalds khi ma vic trong thc n
ca McDonalds Vit Nam ngoi tr vic b sung mt t rau xanh cho cc phn n,
c thm v heo cho bnh Burger th khng h c mt mn n nao mang m bn sc
ca ngi Vit, ni cch khc so vi nhng th trng nh n , c, Nht
Bn, th mc ni a ha ca McDonalds Vit Nam cn kha km. i vi
mt nn vn ha ng nh th trng Vit Nam, vn khng chung nhng mn

33
n du m, mau ngan nh thc n nhanh (n c la KFC a lin tuc bo l trong 7
nm lin khi mi gia nhp vo Vit Nam, v h a phi pht trin cc dng sn
phm ph hp vi nn m thc nc nh), th vic km ch trng vo ni a ha
thc n c th nh hng n kt qu kinh doanh trong di hn ca McDonalds.
Khng nhng th vic quyt nh nhp khu 90% lng nguyn liu ca
McDonalds cng c nh gi l mt quyt nh kha tao bo, du bit rng tiu
chun v cht lng ca ngun nguyn liu Vit Nam cn kh thp nhng thay v
u t nhp khu ngun nguyn liu McDonalds nn tin hanh u t xy dng
cac c s sn xut ngun nguyn liu chun hoc phi hp vi cc doanh nghip
cung cp ngun nguyn liu trong nc tin hnh k hp ng cung cp theo
ng tiu chun. Vic lm ny va m bo ngun nguyn liu n nh, va lm
gim chi ph trong tng lai, cn to ra nhiu cng n vic lm cho ngi lao ng
Vit Nam, nng cao gi tr x hi ca doanh nghip (mt trong nhng gi tr ct li
ca McDonalds M).
Sau 6 thng xut hin ti th trng Vit Nam, trong mt ngi tiu dng
th trng TP.HCM, McDonalds dng nh vn l mt thng hiu n kha cao
cp, vi h thng trang thit b hin i, gi c kh cao so vi cac i th cnh tranh
khc trong ngnh. Vic xac nh mc gia cao trong khi v tr ng qun ca
McDonalds li nm xa vung trung tm a lam cho cai nh v ca McDonalds b
sai lch so vi mong mun lc ban u ca h, y la mt vn ma McDonalds
cn phi ci thin trong tng lai. Bn cnh , la mt ngi i sau trong lnh vc
thc n nhanh th trng Vit Nam, vi ph cha cao va th phn cn ang
thp nhng cac chin dch xc tin ca McDonalds cn kha hn ch, khng nhng
khng c nhng chin dch khc bit, t pha hn so vi th trng M thu ht
s ch ca ngi tiu dung McDonalds Vit Nam cn b bt mt s chng
trnh xc tin so vi th trng M.
Trong tng lai nu mun tr thnh mt ngi dn u trong th trng thc
n nhanh Vit Nam, McDonalds cn phi gii quyt cc vn v sn phm ca
mnh, c bit l hai kha cnh ni a ha cc dng sn phm sao cho ph hp vi
th hiu v khu v ca ngi Vit Nam v vic xy dng mt h thng cung cp
nguyn vt liu ni a. Bn cnh , vic y mnh cc hot ng xc tin thng

34
mi, qung ba thng hiu cng la mt iu khng th b qua nu doanh nghip
mun gia tng th phn trc cac i th cnh tranh giu kinh nghim v tim lc
nh hin nay.

35

TI LIU THAM KHO

[1] Anjali Khurana, 2010, "Marketing Strategy of KFC Corporation",
Management Paradise.
[2] United States Department of Argriculture, 2014, "Livestock and Poultry:
World Markets and Trade", USDA PSD.
[3] Wisnu Dewobroto, 2011, "Kentucky Fried Chicken Marketing Strategy",
Learning Blog.
[4] Cng ty C phn BIT Si Gn, 22/11/2014, "Cng gii m vic McDonald's
chn

knh

truyn

thng

qua

Zalo?",

http://bit.vn/baochitruyenthong/chitiet/cung-giai-ma-viec-mcdonalds-chonkenh-truyen-thong-qua-zalo-774.
[5] Saigon m thc, 22/11/2014, "Khanh thanh nha hang McDonalds u tin
ti

Vit

Nam",

http://saigonamthuc.thanhnien.com.vn/pages/20140207/khanh-thanh-nhahang-mcdonald%E2%80%99s-dau-tien-tai-viet-nam.aspx.
[6] Soha News, 23/11/2014, "Gi bn McDonald's Vit Nam cao hn
Singapore?", http://soha.vn/kinh-doanh/gia-ban-mcdonalds-o-viet-nam-caohon-singapore-20140208083330233.htm.
[7] Thi bo Kinh t Sai Gn Online, 22/11/2014, "McDonalds Vietnam a
nhn

vin

ra

nc

ngoai

ao

to",

http://www.thesaigontimes.vn/Home/doanhnghiep/motvongdoanhnghiep/100
514/McDonald%E2%80%99s-Vietnam-dua-nhan-vien-ra-nuoc-ngoai-daotao.html.
[8] Vietnamnet, 21/11/2014, "im cng ca McDonalds sau 6 thang vao
Vit

Nam",

http://m.vietnamnet.vn/vn/kinh-te/195719/-diem-cong--cua-

mcdonald-s-sau-6-thang-vao-viet-nam.html.
[9] VnExpress, 23/11/2014, "CEO McDonald's: Chng ti khng chm chn ti
Vit

Nam",

http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/ceo-

mcdonald-s-chung-toi-khong-cham-chan-toi-viet-nam-2955580.html.

36
[10]

VnExpress, 23/11/2014, "Ngi tiu dng Vit t m vi dch vu kiu

M", http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/nguoi-tieu-dungviet-to-mo-voi-dich-vu-kieu-my-2952206.html.
[11]

Zing.vn, 23/11/2014, "Bn trong ca hang McDonald's u tin VN

sp khai trng", http://news.zing.vn/Ben-trong-cua-hang-McDonalds-dautien-o-VN-sap-khai-truong-post389581.html.

37

KT LUN
Thng qua bi nghin cu, nhm a ch ra nhng im cng trong k hoch
marketing ca McDonalds Vit Nam v nhng hn ch cn khc phuc trong
tng lai. Tuy ch mi thm nhp th trng gn mt nm, nhng thnh cng m
thng hiu nay a gt hai c la kha ang k. McDonalds vn cn mt qu
trnh rt dai trn con ng chim lnh v tr s mt trong ngnh hng thc n
nhanh Vit Nam. Nhng trc , ngi tiu dng Vit lun ch i nhng s
thay i, iu chnh th hin r hn s gn gi va thu hiu gu m thc ngi
Vit; cng nh cho thy s gn kt vi cng ng hn na ca McDonalds.