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v v v v F

ti: Phn tch thng hiu g rn KFC v nhn hiu bia Si Gn xanh Thc hin: Trn Huyn GVHD: Nguyn Hu Ho, MBA Ni Dung: Trc ht cn phi phn bit gia 2 nh ngha: Thng hu v nhn hiu

F Thng hiu l khi nim trong ngi tiu dng v sn phm vi du hiu ca nh sn xu cht lng v xut x sn phm. Thng hiu thng gn lin vi quyn s hu ca nh sn xu

Thng hiu - theo nh ngha ca T chc s hu tr tu th gii (WIPO): l mt du hiu ( g ho hay mt dch v no c sn xut hay c cung cp bi mt c nhn hay mt t ch F Cc thng hiu ni ting trn th gii:

http://vi.wikipedia.org/wiki/Th%C6%B0%C6%A1ng_hi%E1%BB%87u F Nhn hiu hng ha c nh ngha nh sau: l nhng du hiu dng phn bit hng ha, anh khc nhau. Nhn hiu hng ha c th l t ng, hnh nh hoc s kt hp cc yu t o o F o o o o o

Nhn hiu hng ha gn vo sn phm v/hoc bao b sn phm phn bit sn phm c

Nhn hiu dch v gn vo phng tin dch v phn bit dch v cng loi ca c Nhn hiu hng ha bao gm:

Ch c kh nng pht m, c ngha hoc khng c ngha, trnh by di dng ch vit Hnh v, nh chp Ch hoc tp hp cc ch kt hp vi hnh v, nh chp. Yu cu: c to thnh t mt hoc mt s yu t c o, d nhn bit.

o Khng trng hoc tng t ti mc gy nhm ln vi nhn hiu hng ha ng k ca n ) ti Cc S hu Cng nghip hoc c cp Giy chng nhn ng k nhn hiu hng ha. o Khng trng hoc tng t vi nhn hiu hng ha c coi l ni ting.

J Nhn hiu c coi l mt loi ti sn v hnh ca ngi hoc cng ty thc hin hoc s hp lut bo h. J F F Thng hiu c hiu l mt dng ti sn phi vt cht.

Lu phn bit thng hiu vi nhn hiu. Mt nh sn xut thng c c trng bi m khc nhau. V d, Toyota l mt thng hiu, nhng i km theo c rt nhiu nhn hiu hng Tm hiu thm: Biu trng hay logo l g?

- http://vi.wikipedia.org/wiki/Bi%E1%BB%83u_tr%C6%B0ng http://www.vnexpress.net/GL/Kinh-doanh/2009/05/3BA0F1E4/ - 20 thng hiu dc nh gi cao th gii. ***************I. PHN TCH V THNG HIU G RN KFC************

& Wed tham kho chnh: http://www.kfc.com/ & Ni dung tm tt: & Lch s pht trin mn g rn KFC:

F KFC (trc y vit tt trong ting Anh ca Kentucky Fried Chicken, cn gi l G rn K ing Vit) l nhn hiu ca lot ca hng n nhanh c nh gi ni ting th hai trn th v Starbucks[2]. KFC ch yu kinh doanh cc mn n nhanh lm t g v mn ni ting nht l Harland Sanders sng ch. F

Harland Sanders (thng c bit n l Colonel Sanders, ting Anh ca "i t Sanders to ra mn g rn, hin l mn chnh trong thc n ca chui nh hng n nhanh ni ting Chicken).

Harland Sanders sinh ngy 9 thng 9 nm 1890 ti Henryville, Indiana, M. ng mt cha khi M phi lm vic nui sng c gia nh nn ng thay m chm sc 2 ngi em nh. Mt nm Nm 10 tui, ng bt u cng vic u tin ti mt nng tri gn nh vi s tin l 2 USD/ lm vic ti Greenwood, Indiana v nhng nhng nm k tip lm qua rt nhiu cng vic n in giao thng ti New Albany, Indiana; nm 16 tui i lnh 6 thng ti Cuba. Sau ng l lut bng phng php o to t xa, bn bo him, li ph chy bng hi nc ti khu vc Vo khong gia thp nin 1930, ng Sanders mua li mt qun tr nh v mt qun caf Cor cch bin gii Tennessee khong 25 dm. Mn g rn

ng Sanders yu thch nu n v lun lun th nghim vi nhiu hn hp gia v khc nhau. Da tm ra cch kt hp 10 loi tho mc v gia v vi bt dng trn g trc khi chin. h thut m thc ca bang Kentucky, Thng c bang phong tng ng tc hiu "Kentucky Co 1939, trong khi chun b mn g rn cho thc khch, ng thm vo loi gia v th 11. ng c dng ming g rn ngon nht t trc n nay". Nhng mt d n v ng cao tc lin bang v s xung dc ca nn kinh t vo thp nin 19 bin vi s tin ch va ng thu. T tin vo hng v mn n ca mnh nn tuy vo hng gi gia v v cch ch bin g rn ng nht cho nhng ch nh hng nm c lp trn t Sau khi ch bin xong, ng n ch khch dng mn g rn ca mnh v lm ci m ng gi l n v s phc v. ng bn b quyt ca mnh vi gi l 5 xu trn mi ming g bn ti c ay. Pht trin kinh doanh

Vic kinh doanh pht trin, vt qu tm kim sot nn ng bn li cho mt nhm ngi orporation v mi ng Sanders lm "i s Thin ch. ng Sanders i 250 ngn dm/1 nm n thm cc nh hng KFC trn ton th gii. ng m l ca ng v s chm ch v s hon ho trong phc v khch hng lun l mt phn quan tr Vi nt v s pht trin ca KFC

Nm 1939: ng Sanders a ra mn g rn cho thc khch vi mt loi gia v mi pha trn 11 ni: "Vi loi gia v th mi mt , ti c dng ming g rn ngon nht t trc n Nm 1950: Sanders phi bn li c nghip Corbin, tiu bang Kentucky, vi s tin ch va ca mnh nn tuy vo tui 65, vi $105 USD tin tr cp x hi nhn c, ng ln ng nhng ch nh hng nm c lp trn ton nc M. F Vic kinh doanh pht trin, vt qu tm kim sot nn ng bn li cho mt nhm n en Corporation v mi ng Sanders lm "i s Thin ch". Nm iu Nm Nm Nm Nm Nm

1964: John Y. Brown v Jack Massey mua li nhn hiu "Kentucky Fried Chicken" vi gi 2 USD. Mi "Colonel" Sanders lm "i s Thin ch" v c 638 nh hng. 1969: Tham gia Th trng chng khon New York, "Colonel" Sanders mua 100 c phn u t 1986: Nhn hiu "Kentucky Fried Chicken" c Pepsi Co mua li vo ngy 1 thng 10. 1991: Ra mt logo mi, thay th "Kentucky Fried Chicken" bng "KFC". 1992: KFC khai trng nh hng th 1.000 ti Nht Bn. 1994: KFC khai trng nh hng th 9.000 ti Thng Hi (Trung Quc).

Nm 1997: "Tricon Global Restaurants" v "Tricon Restaurants International" (TRI) c thn lp ngy 7 thng 10. Nm 2002: Tricon mua li A&W All American Food v Long John Silver's (LJS) t Yorkshire Global Restaurants v thnh lp YUM! Restaurants International (YRI). KFC l h thng nh hng phc v g rn ln nht vi hn 10.000 nh hng ti 92 quc gia. K lm cho hn 200.000 ngi trn ton th gii. KFC phc v hn 4.5 t ming g hng nm v khong 7 triu thc khch mt ngy trn ton th KFC thuc YUM! Restaurants International (YRI) vi cc nhn hiu khc phc v cc sn phm A&W All American Food: Hot-dog, burger, khoai ty chin KFC: G rn truyn thng Long John Silver's: Hi sn Pizza Hut: Bnh pizza Taco Bell: Taco, mn n vi hng v ca Mexico Xut hin Vit Nam t nm 1997, KFC hin c 41 ca hng (30 ti Thnh ph H Ch Minh, g Tu v 1 Hi Phng) Doanh thu ca KFC ton cu theo Interbrand (triu usd): 2008: 5,582 (gim 1,76% so vi 2007) 2007: 5,682 2006: 5,350 2005: 5,112 2004: 5,118 (gim 8,21% so vi 2003) 2003: 5,576 2002: 5,346 2001: 5,261 Tc ng n sc khe con ngi

Bn cnh kha cnh tch cc trong vic gii quyt cng n vic lm v to thu nhp x hi, hc (ch yu vi cc mn rn) c coi l c hi cho sc khe con ngi nu c s dng li ng th. Vic hn ch s dng cc ung c gas thng bn ti cc ca hng n nhanh cng KFC Tp tin:KFC logo.svg Loi hnh Wholly owned subsidiary Th loi Southern fried chicken Thnh lp 1929 (original) (North Corbin, Kentucky) 1952 (franchise) (South Salt Lake, Utah) Ngi thnh lp Harland Sanders Tr s Louisville, Kentucky Thnh vin ch cht Gregg R. Derrick President Harvey R. Brownlea COO

James O'Reilly VP for Marketing Ngnh ngh n nhanh Sn phm Fried Chicken and related Southern foods Thu nhp $520.3 million USD (2007)[1] Nhn vin 24,000 (2007)[1] Cng ty m Yum! Brands Website http://www.kfc.co

F Cu slogan ca thng hiu KFC l: M t ngn tay tht l tuyt! Dch sang ting hoa th gn tay ca bn. y l mt trong nhng khuyt im ca KFC khi tin hnh nh v trong th ***************II. PHN TCH V NHN HIU BIA SI GN XANH************** Wed tham kho chnh: http://www.sabeco.com.vn/

v Bia Si Gn l mt nhn hiu bia ni ting ca cng ty Sabeco. Bia Si Gn c 3 sn ph , Si Gn Export (bao gm bia lon 333 v bia Si Gn ), Si Gn Xanh. Lch s pht trin u trnh pht trin mnh m v bn vng ca thng hiu bia Si Gn, thng hiu dn u c g nhn vin c trnh chuyn mn nghip v cao, tay ngh vng chc cung mt dy chuyn c ra dng sn phm bia hi tuyt ho, p ng nhu cu ca khch hng.Trong sn phm Saigo Bia chai Saigon Lager c sn xut v phn phi rng ri trn ton quc.

v Bia Si Gn Xanh (Si Gn Lager) l 1 trong nhng sn phm m khch hng a chung c ru bia SABECO (nhn hiu bia Si Gn Xanh l mt trong nhng nhn hiu ca thng hiu n v

Tng cng ty C phn Bia-Ru-Nc gii kht Si Gn l mt tng cng ty c phn c tr

Bia chai Saigon Lager c sn xut v phn phi rng ri trn ton quc. Vi Thng ip: am .C mt trn th trng t nm 1992, bia Saigon Lager v ang nhn c nhiu s tn Nam . Sn xut trn dy chuyn cng ngh hin i tin tin hng u trn th gii di s iu h gon Lager em n cm nhn sng khoi, ti mt v m cho ngi s dng. Bia Saigon khng gy ho nc v nhc u sau khi ung. v GII THIU NHN MI BIA CHAI SAIGON LAGER (SI GN XANH)

F Vi nhn mi, cng s mi l: mu xanh mnh m v nam tnh, cc chi tit c thit k beco mi gn kt trc tip vi nhn hiu Bia Saigon Lager lm cho hnh nh sn phm sang tr nhng nt truyn thng vn c.

F T ngy 18 n 31 thng 5 nm 2009, Tng Cng ty CP Bia Ru NGK Si Gn t chc uc cc khu vc Min ng, Min Ty, Min Trung, Nam Trung b, Ty nguyn, Min Bc, Bc tr

m gia ca hn gn 5000 khch hng l cc nh phn phi cc cp ca Sabeco trn ton quc i Saigon Lager thay nhn mi.

F Bia chai Si Gn Lager l mt sn phm truyn thng ch lc ca Tng cng ty CP Bia R uen thuc v cht lng ca sn phm t lu n su trong nhn thc ca ngi tiu dng v cc nh hng kinh doanh ca mnh. v

ng L Hng Xanh - G Marketing Sabeco gii thiu nhan bia Saigon Lager mi tai Hi n

F Vi nhn mi, c s mi l t mu xanh mnh m v nam tnh hn, cc chi tit c thi beco mi gn kt trc tip vi nhn hiu Bia Saigon Lager lm cho hnh nh sn phm sang t nhng nt truyn thng vn c .Vic thay nhn mi cho sn phm nm trong chin lc ti c cao hnh nh thng hiu v d tnh s gia tng sn lng tiu th thm t 10 % 12% so v F

Ti hi ngh - bn cnh vic gii thiu nhn mi v chng trnh tung nhn bia Si G v nh hng pht trin ca Sabeco cho ti nm 2015 - cc Gim c Cty CPTM khu vc c h cng nh tip thu cc kin ng gp ca khch hng nhm hon thin hn cc chnh sch b nm qua, bn cnh vic xy dng hnh nh thng hiu Sabeco, vi n lc xy dng h thng p khu vc ngy cng gia tng, trong ng k nht l s tng trng ca nhn bia Si Gn La nm 2008 tng t 15 - 30 % so vi nm 2007, c bit c nhng ni tng ti 43% nh kh u vc Sng Tin

F D gp phi rt nhiu s cnh tranh ca cc hng bia, trong tnh hnh th trng chun uy nhin tc tng trng cc sn phm bia Si gn hng nm ti khu vc u gia tng, kh g ng l cnh chim u n trong ngnh bia ru NGK Vit Nam. Ngun: http://www.sabeco.com.vn/newscontent.aspx?cateid=5&contentID=888

Vi v tr 54/72 tp on sn xut bia ln nht trong tng s 1200 nh sn xut bia tr Si Gn (SABECO) thc s tr thnh thng hiu truyn thng c ngi tiu dng yu th CHIN LC I VI SN PHM CA THNG HIU G RN KFC TI VIT NAM I. Gii thiu v KFC:

KFC l cm t vit tt ca KENTUCKY FRIED CHICHKEN Tht g rn Kentucky , sn phm ca Tp Internation (Hoa K). y l mn n nhanh v ang tr nn thng dng vi ngi dn nhiu n ti 34 nghn nh hng trn ton cu. Th trng chu , ang l th trng tim nng, pht

Sau thnh cng Trung Quc, thng hiu g rn KFC tip tc, m rng pht trin ra th tr . 1.1 Phn on th trng ti Vit Nam :

1.1.1 Phn on th trng theo v tr a l:

Ch yu tp trung vo nhng Thnh ph ln, tp trung ng dn nh H Ni, TP.HCM, Nng, th trng im l H Ni v thnh ph H Ch Minh.Nm 1998 th KFC c mt ti thnh ph mi pht trin h thng cc ca hng ca mnh ra H Ni. KFC khng pht trin mt cch di trn th trng Vit Nam th KFC tin hnh s m rng mt cch vng chc. 1.1.2 Phn on th trng theo nhn khu hc: Trong phn ny s cp n 3 kha cnh l la tui, thu nhp v ngh nghip:

- La tui: KFC ch yu nhm vo gii tr t 17 n 29 tui, gia nh c tr em. Do nhiu n tr vi tui di 30. Vi vic xc nh th trng th KFC ch yu nh vo xu hng nn m.Ngoi ra KFC cng c bit quan tm n tr em,c th ni h tc ng vo nhn thc ca c

- Thu nhp: Vit Nam l nc c thu nhp u ngi thp v vy y cng l mt kh khn ca ngi c thu nhp kh, n nh chnh l on th trng m KFC ch trng. Vi nhng ngi song nhng ngi c thu nhp thp cng c th tr thnh khch hng ca KFC nhng mc s

- Ngh nghip: Vic chn 2 thnh ph chnh l H Ni v thnh ph H Ch Minh th KFC c t , sinh vin, bn tr lm vic khu vc trung tm Thnh ph. V s lng cc trng i hc hng ca KFC. 1.1.3 Phn on th trng theo tm l:

Vit Nam l mt nc pht trin nhanh trong thi gian qua. Vic pht trin theo nn kinh t phong cch sng mi, nhng xu hng mi c bit nhng xu hng, phong cch sng ny c o KFC c c s tin vo s thnh cng ca mnh khi t chn vo th trng Vit Nam . 1.2 Tnh hnh kinh doanh ca KFC ti Vit Nam :

T nhng nm 90 ca th k trc, chnh xc l nm 1998, KFC vo Vit Nam, hng lot ca thnh ph H Ch Minh, nhng do iu kin kinh doanh Vit Nam l c y cn hn ch, ngi d nh... nn hng lot ca hng g rn KFC "bn nh khuyn mi" vn vng khch. Thc trng " nm tri. By nm pht trin khng hiu qu, by nm thng hiu g rn KFC Vit Nam phi b

Trong nm 2005, dch c m g lan rng khp Chu nh hng nghim trng n vic kinh do hay, ch c mt cch duy nht c th tr li thc n c l KFC phi nhp khu tht g

Nm 2006 v va qua, l thi gian thng hiu g rn KFC ti th trng thnh ph H Ch Mi hau tm n cc nh hng KFC thng thc sn phm ca thi cng nghip, c bit l lp m thm nhiu ca hng mi ti thnh ph H Ch Minh, cng nh mt s tnh khc, trong p H Ni, nh du s kin KFC tin chn ra Bc. "Cuc chi" ca KFC ti Vit Nam thc s Vi hn 20 ca hng hin c ti thnh ph H Ch Minh, ng Nai v mt mi m H Ni, k nhiu ca hng g rn KFC nhiu tnh thnh khc.

KFC Vit Nam cng ang d kin, t nay n nay 2010, s nng con s nh hng KFC ti th tr Bn cnh vic y nhanh, m rng th trng, a ng khu v g rn KFC vo Vit Nam, Res khu v ca ngi Vit, nh: G rn gin khng xng, X lch g gin, Ci bp trn g, B staurant cng hon ton p dng hnh thc Franchise (Nhng quyn thng mi), ang khin R th gii.

m bo thng hiu, v sinh an ton thc phm cho ngi s dng, hin ton b cc sn p gi" t thnh ph H Ch Minh. Ngoi ra, mi hot ng ca ca hng u nm di s iu h ng nhng nguyn tc Franchise bt bin m Tp on Restaurant ang p dng. II. Cc yu t bn ngoi:

Hin hon cnh mi trng kinh doanh ca ngnh thc n nhanh ti Vit Nam ang chu nhng doanh nh sau:

- Hin nay trong ngnh thc n nhanh Vit Nam c cc i gia nh KFC, Lotteria, Jollib h doanh tt, h thng phn phi rng nn vic cnh tranh ln nhau chim lnh th phn l rong cc lnh vc khc thuc ngnh n ung th hin nay KFC ang cnh tranh vi Ph 24h C h phn vi h nn y l 1 thch thc i vi cng ty.

- Thu sut l 1 yu t quan trng, nh hng n hot ng kinh doanh, ch yu l doanh th dng cho ngnh n ung tng. Nn khi thu sut tng khin cho gi thnh sn phm tng, nh t khch quan thuc tm kim sot ca chnh ph. V vy y cng l 1 thch thc i vi d thu sut ln duy tr v pht trin doanh s.

- KFC l thng hiu ni ting v g rn. V ngun nguyn liu ch yu l g. Nhng loi gi h c m gia cm H5N1. Th nn s nh hng n ngun cung cp nguyn liu u vo cho doanh n

KFC trong vic n nh c ngun nguyn liu u vo vi s lng y p ng cho ngi

- Trong thi bui kinh t th trng hin nay, cuc sng din ra qu nhanh chng khin cho ian chun b nhng ba n t nu nh. V vy ngnh cng nghip thc n nhanh vi s ti gian p khin cho nhiu ngi chn n loi thc n ny. V th nhu cu tiu dng ngy c tng doanh thu, pht trin thng hiu.

- Sc khe ang c ngi tiu dng quan tm hng u do hin nay s lng ngi mc bnh V thc n nhanh c coi nh l mt trong nhng nguyn nhn, n khin cho ngi tiu dng loi thc n ny. y l 1 thch thc ln khng ring g KFC m c ngnh cng nghip thc v b bi v an ton thc phm nh hin nay cng khin ngi tiu dng mt lng tin vo th oi trng nhm xy dng uy tn thm vng mnh.

- Hin nay th gii ang bt u vo giai on phc hi nn kinh t sau khng hong vo nm o vi cc nc khc v hin nay nn kinh t ang vo giai on n nh v pht trin. Do dng v pht trin cc c s kinh doanh thnh ph ln, trung tm kinh t, ni m ngi t hu nhp bnh qun u ngi nhng ni ny hin ang tng mnh , c i sng cao, nhu cu ta l 86,16 triu ngi v thu nhp bnh qun u ngi ln u tin t 1.024 USD). Nn th thu h t khch hng nhm pht trin sn phm v nng cao doanh s.

Qua nhng phn tch thng tin mi trng nh trn c th lp ma trn cc yu t nh hng t MA TRN EFE:

Cc yu t

nh hng Mc quan trng

H s

Tnh im Cnh tranh T 0.2 3 0.6 Thu sut tng T 0.15 4

0.6 Dch bnh T 0.2 2 0.4 Nhu cu tng O 0.15 3 0.45 Sc khe ngi tiu dng T 0.2 1 0.2 Thu nhp ngi dn tng O 0.1 3 0.3 Cng

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2.55 III. Cc yu t bn trong doanh nghip: Cc thng tin t mi trng bn trong KFC Vit Nam :

- KFC l thng hiu g rn u tin Vit Nam v cng l 1 thng hiu ln trn th gii, y cng l 1 thun li, 1 th mnh trong kinh doanh ni chung cng nh trong ngnh cng n ring.

- H thng phn phi: KFC c mt chui ca hng rng khp cc qun thnh ph H Ch Minh iao hng n tn nh trong thi gian nhanh nht. Mt kiu phn phi hon ho v tin li ch cn c nhng ca hng H Ni, v cc tnh thnh khc. y l 1 im mnh ca KFC.

- Cht lng sn phm: KFC chn cho mnh hng i ring ph hp vi m thc ca ngi Vi ci chn jumboKFC khng nh cht lng sn phm ca mnh bng cc chng nhn kim dch. K khc bit vi cc sn phm khc bng s pha trn 11 loi gia v khc nhau chnh iu to h th mnh ny m cc sn phm ca KFC c nhiu ngi a chn v tin dng.

- Dch v khch hng: vi hng lot cc chng trnh khuyn mi hp dn, c s vt cht v h sch s, i ng nhn vin n cn, lch s v chu o, quy cch hin i to nn 1 h th un cm thy thoi mi v an tm hn khi n vi cc ca hng ca KFC. - Ngun lc ti chnh: Ton b KFC thuc s hu ca tp on Yum ang hot ng vi th gii. Bn cng ty KFC, Pizza Hut, Taco Bell v Long Jonh Siver l nhng thng ! ton cu. Vi ngun lc ti chnh hng hu , c th trin khai cc hot ng kinh g cnh tranh vi cc i th khc. y l mt im mnh ca KFC Vit Nam vi s hu

hn 33. hiu h doanh c thun c

- V tr kinh doanh: cc chui ca hng ca KFC lun c t ti nhng v tr thun li, t ng tm mua sm, siu th, nhng ni c v th p v c nhiu ngi va gi p ngi tiu d gy cng pht trin, thu h t nhiu khch hng hn.

- Gi c: c nhn nh l tng i cao, cha c nhiu phn n vi gi c mm hn ph hp ngi c thu nhp ny li kh ng ). Do y l im bt li vi KFC trong vic m rng

- Ngun nhn lc: do nhiu l do m ngun nhn lc khng n nh, thay i thng xuyn khi ghim dn n nhiu thiu xt trong vic phc v khch hng v ch bin thc nng thi, n s dng nhn vin li khng lu.

T nhng thng tin phn tch mi trng bn trong ca cng ty c th lp c ma trn cc y ) nh sau: MA TRN IFE :

Cc yu t bn trong quan trng Mnh / Yu Mc quan trng Phn loi h s Tnh im Danh ting S 0.12 4 0.48

H thng phn phi S 0.1 4 0.4 Cht lng sn phm S 0.15 2 0.3 Dch v khch hng S 0.13 3 0.39 Ngun lc ti chnh S 0.1 1 0.4 V tr kinh doanh S 0.15 3 0.45 Gi c W 0.15 2 0.3

Ngun nhn lc W 0.1 3 0.3 Cng

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3.02 III. Ma trn SWOT: - Nhng c hi (O) Nhu cu tng (O1) Thu nhp ngi dn tng (O2)

- Nhng thch thc (T) Cnh tranh (T1) Thu sut tng (T2) Dch bnh (T3) Sc khe ngi tiu dng (T4)

- Nhng th mnh (S) Danh ting (S1) H thng phn phi (S2) Dch v khch hng (S3) Ngun lc ti chnh (S4) V tr kinh doanh (S5) Cht lng sn phm (S6)

- Nhng im yu (W) Gi c (W1) Ngun nhn lc (W2)

3.1 S dng th mnh nm bt c hi (SO):

- S1O1: vi danh ting c t lu li l mt thng hiu mnh nn vi c hi l nhu cu t hn nhm tng th phn v tng doanh s

- S1O2: thu nhp ngi dn tng l 1 c hi, nh danh ting sn c nn cng ty cn nng cao dng la chn sn phm ca thng hiu mnh.

- S2O1: vi h thng phn phi hin nay, cng ty nn hon thin chui h thng ca hng tt nhu cu ngy cng tng ca khch hng. - S3O1: nng cao, m rng dch v chm sc khch hng tt hn nm bt c nhu cu tiu g kh tnh nht. - S3O2: dch v khch hng cn chuyn nghip hn.

- S4O1O2: ti a ha ngun vn kinh doanh, u t v ci tin sn phm nm bt c hi hi

- S5O1: m thm nhiu a im kinh doanh nhng ni ng ngi qua li, gc ng ln, tr

- S6O1O2: cht lng sn phm c nng cao hn na vi mi v ci tin, thc n bo m VS n KFC. 3.2 S dng th mnh vt qua thch thc (ST)

- S1T1: Ngoi KFC th trong th trng thc n nhanh ti Vit Nam cn c Lotteria, Jollibee ing. Do vic cnh tranh l khng th trnh khi. KFC nn lu khi chn cc khng gian mi vic cnh tranh c hiu qu nht.

- S1T4: L thng hiu c nhiu ngi bit n, c khch hng tin tng nn KFC lun ch ti sc khe ngi tiu dng. V vy KFC lun cho ra i nhng sn phm cht lng, b

- S2T1 : KFC c h thng phn phi rng ri, mnh nn s gi p vic cnh tranh vi cc i t nhn vin hn trong h thng phn phi.

- S3T1: dch v khch hng ca KFC tt s gi p ngi tiu dng chn KFC nhiu hn, vic cn

- S4T1: ngun lc ti chnh mnh l mt li th ln trong cnh tranh vi cc thng hiu kh cc chin lc cnh tranh thu h t khch hng.

- S4T2: Nh ngun lc ti chnh di do nn s khng gy kh khn cho cng ty khi thu sut

- S4T3: Dch bnh lm cho lng g gim nn gi thnh nguyn liu s tng v cng ty s ph Nh ngun lc ti chnh mnh nn cng ty c th ng ph vi vic tm ngun nguyn liu m khch hng.

- S5T1 : V tr kinh doanh ca KFC rt thun li, thng nm nhng trung tm thng mi h ngi qua li do to iu kin rt thun li trong vic cnh tranh vi cc doanh nghip - S6T1: nh vo sn phm ngon ming, hp khu v, c ch bin vi cng thc c bit nn T to nn li th cnh tranh cho KFC.

- S6T4: Cht lng sn phm nn c ci tin m bo nhu cu sc khe v dinh dng cho 3.3 Vt qua im yu tn dng c hi (WO)

- W1O1: Cn iu chnh, ci thin mc gi sn phm ph hp hn a KFC n vi nhiu ng g bnh c th tn dng c c hi l nhu cu tng.

- W2O2: o to nhn vin c chuyn mn, cn c nhiu chnh sch h tr cho nhn vin gi to cng nh nng cao cht lng phc v khch hng, lm hi lng nhng khch hng kh tnh

3.4 Ti thiu ha im yu trnh nhng e da (WT)

- W1T1 : khng ch c s cnh tranh v cht lng sn phm, phc v ca nhn vin m cn c KFC hin nay vn cn cao, m bo cho vic kinh doanh th cng ty cn c s iu chnh v - W1T3 : sn phm ch yu ca KFC l g rn, vic dch c m H5N1 xy ra lm nh hng khng ngun cung cp nguyn liu b hn ch, gi nguyn liu u vo tng. Do , ngoi vic tm c chnh sch v gi sao cho vic gi gi n nh m vn m bo cht lng sn phm.

- W2T1 : ngi tiu dng hin nay tm n cc qun thc n nhanh khng ch v khng gian th ng cch phc v ca nhn vin. Vic KFC s dng ngun nhn vin thi v lm nh hng khng uyn nhn vin mi phi tn km chi ph cho vic o to li, nhng nhn vin mi li cha bt ng xy ra. Nn tng lng cho nhn vin m bo c ngun nhn lc lu di, khng MA TRN SWOT NHNG IM MNH (S) 1) 2) 3) 4) 5) 6) Danh ting H thng phn phi Dch v khch hng Ngun lc ti chnh V tr kinh doanh Cht lng sn phm

NHNG IM YU (W) 1) 2) Gi c Ngun nhn lc

NHNG C HI (O) 1) 2) Nhu cu tng Thu nhp ngi tiu dng

Tng cng marketing thng hiu KFC. y mnh kh nng m rng h thng phn phi. Nng cao dch v chm sc khch hng. Ti a ha ngun vn kinh doanh, u t vo ci tin sn phm. Kim sot gi cht ch hn.

o to nhn vin c chuyn mn,cn c nhng chnh sch h tr cho nhn vin, c chin lc

NHNG THCH THC (T) 1) Cnh tranh

2) 3) 4)

Thu sut tng Dch bnh Sc khe ngi tiu dng

y mnh qung co v khuyn mi. o to ngun nhn lc c chuyn mn. Pht huy li th kinh doanh thun li th c y hot ng kinh doanh tt hn. Ch trng hn VSATTP Khng gi cao hn hn i th. Kch thch sng to. To lng tin tuyt i cho khch hng.

Ma trn SWOT_ IV. Ma trn BCG: Thng tin cn thit: -

KFC l doanh nghip c doanh s ng u ngnh thc n nhanh ti Vit Mc tng trng ca KFC so vi nm 2008 khong 35% Li t doanh s ca KFC khong 33% Mc th phn tng i trong ngnh so vi doanh nghip u ngnh Cao 1,0 Thp 0,0 2. Ngi sao Trung bnh 0,5

1. Du hi

3. B sa

4. Ch Cao + 40 T l TTrng Doanh s BHng Trong Ngnh Thp 00 Tbnh 20

V. Ma trn IE:

( IFE = 3.02 )

Mnh 3 4 im

Trung bnh 2 2.99

Yu 1 1.99

II

III

IV

VI

VII

VIII

IX

Cao 3 - 4

Tbnh 2 2.99 ( EFE = 2.55 )

Thp 1 1.99

Theo phn tch mi trng bn ngoi v bn trong ca KFC nu a vo ma trn IE th hot .55; Tng im IFE 3.02). Vy y l hot ng cn duy tr v nm gi. Chin lc ph hp l hm nhp th trng, pht trin th trng, pht trin sn phm), kt hp (kt hp v pha nh. VI. Ma trn chin lc chnh:

Gc II Gc I 1. Pht trin th trng 1. Pht trin th trng 2. Thm nhp th trng 2. Thm nhp th trng 3. Pht t Pht trin sn phm 4. Kt hp theo chiu ngang, 4. Kt hp v pha trc, sau 5. Loi bt 5. Kt hp v pha sau 6. Thanh l 6. Kt h theo chiu ngang 7. a dng ha tp trung V tr V tr CTranh Yu Th trng tng trng trung bnh Gc III Gc IV Ctranh 8. Cnh tranh

Mnh 1. Gim bt chi tiu 1. a dng ha tp trung 2. a dng ha tp trung 2. a dng ha theo chiu ngang 3. a dng ha theo chiu . a dng ha lin kt anh l Th trng tng trng chm Th trng khng tng trng 4. Lin doanh 3. a dng ha lin kt 4 5. Loi bt 6. Th

---> Ma trn chin lc chnh th chin lc ca KFC nm Gc I. Cc chin lc ny s th **********Thc hin v chu trch nhim ni dung: Trn Huyn---hehe************

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