Chin lc nh v thng hiu KFC ti Vit Nam : S phng n nh v m KFC s dng c tm tt nh sau:

Th trng mc tiu

i th cnh tranh

nh v thng hiu

Sn phm

Gi c

Phn phi

Xc tin

Phn on Th trng 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, Hi PhngTrong KFC la chn cho mnh 2 th trng chnh yu l H Ni v thnh ph H Ch Minh. Nm 1998 th KFC c mt ti thnh ph H Ch Minh nhng phi n tn nm 2006 th KFC mi pht trin h thng cc ca hng ca mnh ra H Ni. KFC khng pht trin mt cch t h thng cc ca hng m vi mc ch pht trin lu di trn th trng Vit Nam bng vic tin hnh m rng mt cch vng chc. 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 nguyn nhn m KFC chn th trng l gii tr vi tui di 30. Vi vic xc nh th trng th KFC ch yu nh vo xu hng nng ng, kh nng tip cn vn ha nhanh ca cc bn tr Vit Nam. Ngoi ra KFC cng c bit quan tm n tr em, c th ni h tc ng vo nhn thc ca cc em ngay t khi cc em cn nh.

Thu nhp: Vit Nam l nc c thu nhp u ngi thp v vy y cng l mt kh khn ca KFC khi xm nhp vo th trng Vit Nam. Nhng ngi c thu nhp kh, n nh chnh l on th trng m KFC ch trng. Vi nhng ngi c thu nhp kh th vic s dng sn phm c th thng xuyn song nhng ngi c thu nhp thp cng c th tr thnh khch hng ca KFC nhng mc s dng sn phm c th khng thng xuyn. Ngh nghip: Vic chn 2 thnh ph chnh l H Ni v thnh ph H Ch Minh th KFC c th tip xc mt th trng ln l: Hc sinh, sinh vin, bn tr lm vic khu vc trung tm Thnh ph. V s lng cc trng i hc, cao ng, dy ngh y l rt nhiu. V iu cng ph hp vi nh hng ca KFC. 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 th trng ko theo nhng phong cch sng mi, nhng xu hng mi c bit nhng xu hng, phong cch sng ny c cc bn tr Vit tip thu rt nhanh. iu gip cho KFC c c s tin vo s thnh cng ca mnh khi t chn vo th trng Vit Nam. Phn on th trng theo hnh vi: Mt cuc iu tra th trng v nguyn nhn pht trin qu nhanh ca Lotteria v KFC cho thy cc cu tr li t cc thc khch trong tui t 17-29 hu ht cho rng: tin li, ngon, gi c phi chng, trong khu phc v c coi l chun nht. Chnh v vy m KFC th hin mt phong cch chuyn nghip khng ch trong i ng nhn vin, h thng cc ca hng tng i dy c m cn l iu hnh mt lot cc ca hng vi s tin li nht cho khch hng s dng sn phm KFC.
La chn th trng mc tiu Thi gian va qua s bng n v nhu cu to nn mt ln sng pht trin mnh m cc lnh vc dch v. c bit l mng thc n nhanh, ngi tiu dng ngy cng tm n nhng nhn hiu tan cu quen thuc hn l n nhng qun n thng thng khc. Hin nay, KFC ngy cng pht trin ti nhiu quc gia trn th gii. in hnh ti Malaysia, ca hng KFC u tin c m ti Jalan Tuanku Abdul Rahman.

Cn ti Vit Nam, KFC dnh ra by nm xy dng th trng (chu l ti by nm) v bt u c li t nm ngoi, by gi bt u l thi im gt hi kt qu. Th trng Vit Nam-mt th trng mi vi 17 nh hng so vi hn 34.00 nh hng nm trong chui KFC trn ton th gii. Trong giai on u, KFC chp nhn u t pht trin thng hiu, xy dng h thng nh hng, thc hin cc chng trnh tip th gy dng khch hng cho mnh trong tng lai. Nm ngoi, hot ng kinh doanh ca chui ca hng KFC kh thnh cng vi doanh s bn hng tng khong 80%. Theo nh gi ca tp on Yum Restaurant International, Vit Nam l th trng mi v ang c nhiu c hi pht trin mnh. Hin nay, KFC tr thnh thng hiu thc n nhanh c bit n nhiu thnh ph H Ch Minh ni ring v Vit Nam ni chung. S lng khch hng lm quen v chp nhn loi thc phm ny cng nhiu. KFC vi mc tiu th trng nhm vo gii tr th th trng Vit Nam c nh gi l mt th trng trin vng. Mt na dn s Vit Nam c tui di 30, ngha l gii tr s d chp nhn sn phm thc n nhanh ca KFC hn ngi ln tui. Tuy nhin, trong gii tr, KFC Vit Nam c bit hng s quan tm vo tr em thng qua chng trnh tip th dnh ring cho nhm khch hng nhiu trin vng ny. Mc tiu ca KFC l mun thng hiu ca KFC tr thnh bn ng hnh ca khch hng tim nng ngay t khi cn nh. Vi mc tiu xy dng lng tin ni khch hng thng qua cht lng, uy tn v an ton v sinh thc phm, KFC Vit Nam ch chn nhng nh cung cp nguyn liu uy tn v m bo cht lng, v d nh CP Vit Nam. Tt c nguyn liu s dng u phi c chng nhn kim dch ca c quan chc nmg. Vic la chn th trng mc tiu ca KFC l hon ton chnh xc. Trong khi fast food nc ngoi c coi l sn phm ca ngnh cng nghip, nhiu cng ty khng cn n mt bng qu ln kinh doanh, khch hng ch yu mua v. Song Vit Nam, ngi dn cha quen vi cch kinh doanh ny, do fast food Vit Nam vn mang tnh cht nh hng nhng c phc v nhanh. Do vy tnh cht ph bin ca KFC cn c nhng hn ch (do thu nhp ngi Vit Nam cn thp, s cnh tranh t cc sn phm truyn thng, thi quen tiu dng), vic xy dng mt h thng ca hng vi s nh v khc bit vi cc ca hng truyn thng (trong ly mu lm ch o) th KFC to ra mt tro lu mi trong cch tiu dng ca ngi dn Vit Nam.Trong khi thi quen tit kim vn l quan im ca nhng ngi c tui trn 30 th vi gii tr ( tui<30) th KFC nhn c nhng phn hi tch cc. S tip nhn tng i d dng dn dn tr thnh tro lu mi, xu hng mi, mt xu hng ty ha ph hp vi s nng ng ca gii tr. KFC cng to ra mt khng gian mi m ni m c th tr chuyn, bn bc cng vicChnh v vy m sn phm KFC ngy cng c nhiu ngi bit n, y l iu kin KFC pht trin h thng ca hng ca mnh thm na, c th l: trong bn nm ti l pht trin mng li nh hng KFC tng gp su ln, 100 nh hng. Cn sau tm nm na (vo nm 2014), s nh hng ca KFC c th nhiu gp 9-10 ln hin nay. Vi vic pht trin ti cc thnh ph ln nh thnh ph H Ch Minh, H Ni...

Chin lc nh v Xc nh i th cnh tranh: Khi xm nhp th trng th KFC tt nhin s phi i mt vi cc i th cnh tranh. i th cnh tranh c th l cc sn phm truyn thng nh ph 24, sn phm n nhanh khc (BBQ chicken, Lotteria) hay l i th tim n nh MacDonaldss (hin ti th MacDonaldss cha vo Vit Nam). KFC xc nh i th ca mnh t a ra chin lc pht trin thng hiu mt cch dn dn, t t to ra s tin tng t khch hng c bit qua cht lng ca sn phm. Song do l sn phm mang phong cch hin i nn khi vo Vit Nam th KFC gp nhiu kh khn trong vic a sn phm ca mnh n ngi tiu dng mc d c hi th trng rt ln. Nhn thc ca ngi tiu dng v cc i th cnh tranh: nh gi nhn thc ca ngi tiu dng v cc i th cnh tranh chnh l nh gi s hiu bit v cc thng tin ca i th cnh tranh. Vic nh gi ny thng qua cc tiu ch m KFC t ra v thc hin c iu th vic nghin cu thng tin t th trng l rt cn thit. Nghin cu thng tin th trng bng cc cng c nh l: Bng cu hi iu tra, s dng cc ti liu th cp nh gi v tr ca cc i th cnh tranh: T vic nghin cu thng tin t th trng KFC c th xc nh c th phn ca mnh cng nh ca i th cnh tranh, bit c nguyn nhn ngi tiu dng khng s dng sn phm ca mnh m li s dng sn phm ca i th cnh tranht y c nhng nh gi chnh xc v tr ca cc i th cnh tranh. Hin ti th Lotteria chnh l i th tiu biu e da n th phn ca KFC. Bn cnh cc thng hiu Vit (ph 24) cng l nhng i th ca KFC. Cn i vi MacDonaldss th c th do th trng cha hp dn vi ng ln ny. Nhng khng sm th mun KFC cng s phi i mt vi i th ln ny ti th trng Vit Nam. Phn tch a chung ca ngi tiu dng: Qua s liu nghin cu (thu thp c) th KFC l sn phm c s dng nhiu nht bi nhm hc sinh, sinh vin l 78%, v vi nhng ngi c thu nhp di 1 triu ng l 49%. iu chng t gii tr l ngi tiu dng chnh ca cc sn phm KFC v nhng ngi c thu nhp khng cao li l khch hng chnh ca KFC. Cng thng qua kt qu thu thp c th nu khng mua sn phm KFC th Lotteria chim ti 45% nim tin t khch hng, t thy c Lotteria chnh l i th chnh ca KFC.

Ra quyt nh: KFC chn cho mnh hng i ring ph hp vi m thc ca ngi Vit nh l cho ra cc sn phm mi nh: bnh m mm, bp ci chn jumboKFC khng nh cht lng sn phm ca mnh bng cc chng nhn kim dch. Khng nhng th cc sn phm ca KFC cn to s khc bit vi cc sn phm khc bng s pha chn 11 loi gia v khc nhau chnh iu to ra s khc bit cho cc sn phm ca KFCth hin rt r trong chin lc sn phm ca KFC. Gim st thc hin chin lc: Qu trnh ny m bo cho chin lc nh v ca KFC lun i ng hng, mc tiu ra. ng thi pht hin nhng sai st, nhm ln c th c cc bin php khc phc kip thi

Xy dng phng n nh v: Sau khi nhn dng c thi trng mc tiu v phn tch i th cnh tranh, KFC a ra cc phng n nh v da trn cc thnh phn ca marketing- mix: sn phm, gi c, phn phi, xc tin. Chin lc sn phm: Sn phm ch yu ca KFC l Buckets, Burgers v Twisters v tht g Colonel Crispy Strips vi nhng mn n thm mang phong cch qu hng. Nhng vo nm 2001 KFC tin hnh lp k hoch pht trin sn phm mi cho mnh v Soul Food chnh l sn phm mi trong chin lc . V vy khi vo Vit Nam, KFC thay i khu v, kch thc, mu m cho ph hp vi m thc ca ngi tiu dng Vit Nam. iu quan trng trong chin lc pht trin sn phm l to s khc bit ha so vi cc sn phm khc.T ngi tiu dng mi cm nhn c sn phm no ca nhn hiu KFC hay Lotteria hay mt ca hng thc n nhanh khc. Bn thn sn phm KFC c s khc bit v s pha trn gia mi mt loi gia v. Chnh iu ny to nn hng v c bit cho mn g rn. KFC khng nhng to ra s khc bit m cn a dng ha sn phm to nn thc n v cng phong ph. Bn cnh nhng mn n truyn thng nh g rn v Hamburger, khi xm nhp vo Vit Nam, KFC ch bin thm mt s mn phc v nhng thc n hp khu v ngi Vit Nam nh: g gin khng xng, bnh m mm, cm g gravy, bp ci trn JumboKch thc ca Hamburger cng thay i, tr nn nh hn thch hp vi vc dng nh nhn ca ngi Vit Nam. Danh mc sn phm c sp xp theo nhiu loi gip cho ngi tiu dng d

chn la thc n a thch. Danh mc ny bao gm: g rn truyn thng, tin li mi ngy, phn n cho tr em, nc gii kht, thc n nh, thc n ph, kinh t mi ngy, xalach, trng ming, Bn cnh , mt s mn mi dc tung ra th trng Vit Nam gp phn lm tng thm s a dng trong danh mc thc n, nh: burger phi l, burger tm, lipton ice tea, nc EvianVi vic m rng sang cc nguyn liu tm c, mt s nc gii kht thay th sn phm nc ngt Pepsi, KFC to s thch th v t m cho gii thanh nin, t c th gim s nhm chn ni khch hng khi ch c quyn phc v ch mi mn g. c bit i vi gii thanh nin hin nay lun thch i tm ci mi, ci l. KFC khng nhng ch ch trng n vic pht trin thm dng sn phm mi, thay i sn phm bt kp th hiu ngi tiu dng m cn c bit quan tm n sc kho ca khck hng. Theo tin NewYork, ngy 30 thng 10 nm 2006, sau 2 nm b mt th nghim mt loi du chin G t cht bo, hm nay KFC chnh thc tuyn b s thay i loi du mi ny vo thng 4-2007 ngoi tr loi bnh m biscuits. 5500 tim KFC s thay i du chin loi u nnh thay v du rau m cng ty cho rng nh hng n bnh au tim, thc ra hai nm qua KFC b mt dng loi du u nnh bn cho thc khch v ch i phn ng ca h v khu v thay i ca mi ngi khc nhau ra sao. u nnh c hm lng linolenic thp c cha hm lng axit linolenic di 3% trong khi hm lng ny du nnh thng thng l 8%. Kt qu l du nnh n nh hn cn t hydro ho hn v do vy to ra t axit bo no hn. Do ngi tiu dng c th yn tm hn khi s dng cc sn phm KFC, c bit trong gii thanh thiu nin hin nay, khi m tnh trng bo ph ang ngy cng c s gia tng r rt. Vic thay i nguyn liu du chin ny s thu ht nhiu ngi n vi KFC hn. Cc bn n s thoi mi n KFC hn m khng b m nh tnh trng tha cn v bo ph. y l bc tin quan trng KFC tn cng vo th trng. c bit trong thi gian gn y, nn dch cm gia cm ang bng n, nh hng rt ln n vic kinh doanh thc n nhanh ca KFC ni ring v cc nh hng phc v thc n nhanh ni chung. Nhng vn ny KFC khc phc c. Vi nhng ngun cung cp tht g sch v uy tn ca KFC trn th trng tao cho ngi tiu dng s an tm khi dng sn phm g rn. Vi vic pht trin thm cc dng sn phm mi, ci thin dng sn phm c, nht l thay i loi du rn cng vi nhng nguyn liu g sch gip cho KFC nng cao uy tn ca mnh trn th trng, tng thm v th cnh tranh trong thng trng quc t. Chin lc gi:

T nm 1998 khi KFC bt u xut hin ti th trng Vit Nam, KFC chu l trong sut 7 nm cho ti nm 2006 khi ngi dn Vit Nam bt u chung thc n nhanh v s tin li ca n, lc h thng chui ca hng KFC thc s bng n ti a bn thnh ph H Ch Minh. Trong nhng bc u tin thm nhp th trng Vit Nam khi m ngi dn cn qu xa l vi thc n nhanh cng mi v ca n, KFC s dng chin thut nh gi thm nhp th trng, s dng gi thp thu ht th phn ln trc khi cc i th ui kp. Khi c s khch hng trung thnh s tin hnh tng gi. V r rng chin lc ny c hiu qu khi nm 2006 KFC bt u c li v s lng khch hng v khch hng trung thnh tng vt. i cng vi s cnh tranh hin nay trn th trng ca cc hng Lotteria hay Jolie Bee, KFC c nhng tng cnh tranh mi l, v d nh kt hp cc phn n 2 ngi vi gi kh mm (trung bnh l 69.000/phn) cng nhng hot ng ng gp cho qu t thin hoc cc s kin l hi, Tt mang nhiu ngha. Chin lc phn phi: C th ni ngy nay vi nhp sng th ho cao, con ngi ngy cng tr nn hi h, bn rn hn vi cuc sng th fastfood nh l mt gii php hu hiu tit kim thi gian. ng thi nh vo tm l chung phong cch Ty, chuyn nghip ca thanh nin. KFC m rng mng li ca mnh trn khp c nc, trong ch yu l cc thnh ph ln ni thun tin i li v c s ngi tr tui cao nh: siu th, khu cng nghip. H thng phn phi ca KFC ch yu c m rng thng qua nhng quyn. Tuy nhin thi gian u c KFC nhng quyn thng phi tr ph cao, theo thi gian ph ny c xu hng gim xung to cho KFC c m rng v d kin n 2010 s c 100 ca hng KFC trn khp c nc. Chin lc xc tin: Qung co: Chin lc qung co ca KFC l tp trung xy dng hnh nh thng hiu, to s quen thuc cho ngi tiu dng v mt cch n mi l nhng ni ting trn th gii l: fastfood. KFC khng ch qung co trn cc phng tin in n nh bo ch , tp ch m cn c qung co trn cc phng tin in t nh truyn hnh, internet. Bn cnh KFC cn t chc qung co ngoi tri nh: pan, p-phch, bng hiu, pht leafletV khch hng mc tiu ca KFC l gii tr nng ng v thch khm ph, cho nn cc chin dch qung co ca KFC cng lun tr trung, mi l v to bo c th khai thc s ch ca khch hng.V d:

Vo dp Noel th KFC c chng trnh qung co vi ni dung: "Ging sinh l thi gian p nht trong nm, l thi gian cho gia nh v bn b. Hy KFC chuyn nhng li chc tt p, nhng mn qu ngha nht n ngi thng yu ca bn. Ngoi ra, KHI MUA 1 "PHN N GING SINH" ngi thn ca bn s nhn c tm thip v c C HI NHN NHIU QU TNG HP DN + Khuyn mi: Nm c th hiu ca thanh nin Vit Nam ni ring cng nh ngi Vit Nam ni chung, KFC thng xuyn tung ra cc chng trnh khuyn mi khng ch trong ngy l m cn trong ngy thng. Trong ma dch cm, KFC tung ra chng trnh khuyn mi: khch hng no dm gc ni lo cm g, dng th VIP gi 15.000 s c gim 10% s tin mi ln n trong mt nm k t ngy mua th. Mua hng vo ngay thi im chung ca hng reo, khch hng s c tng: 01 ming g, 01 phiu i min ph 02 ly Pepsi ln khi mua 02 ly Pepsi nh cho ln mua hng sau. Mi ngy c 24 ln rung chung. Vi mi ln mua 01 ly Pepsi ln, khch hng s nhn c 01 m s tham gia chng trnh rt thm t ng bng cch nhn tin n tng i (8113) hoc vo Website:www.pepsiworld.com.vn Bn cnh KFC cn c cc chng trnh khuyn mi trong nm: Mc khc KFC cn lin kt vi cc vi cc nhn hiu khc cng lm khuyn mi nh mc in Laser hiu Vmax : Khi mua bt k 01 sn phm mc in laser hiu Vmax, khch hng s c tng 1 coupon tr gi 40.000, s dng ti cc nh hng thc n nhanh KFC. Chng trnh ko di t 1/12 n 31/12/2007 ti TPHCM, Bnh Dng, ng Nai. Vi h thng phn phi ton quc, sn phm mc in Vmax (dng cho my in HP, Canon, Samsung...) c cht lng tng ng mc in chnh hng nhng gi thp hn t 30 n 60%. Quan h cng chng (PR): qung b cho thng hiu ca mnh, KFC thng xuyn c cc hot ng t thin, ti tr nh:

Nhn k nim 8 nm ngy thnh lp chui nh hng thc n nhanh KFC ti VN, chui nh hng ny ng gp tin cho qu t thin ca Hi bo tr tr em m ci, tn tt qun G Vp. ng Graham Allen - Ch tch Tp on Yum Restaurant International, tp on c nhiu thng hiu ni ting (trong c KFC), trao tng s tin 64 triu ng cho qu t thin ca Hi bo tr tr em m ci - tn tt Q.G Vp (TP.HCM) nhm gp phn vo hot ng nui dy tr bt hnh. Bn cnh KFC cng thnh lp i tnh nguyn KFC Team tham gia cc hot ng t thin , gip cc tr em m ci, tn tt ,.Ti tr cc gii thi u th thao trong nc . Ch c gng thm phn s nh v .. . NH GI: KFC thc s thu ht c gii thanh nin khng ch vi s thun tin, sang trng m KFC to nn mt tro lu mi trong gii tr, n KFC khng ch thng thc mn n, m cn thng thc mt phong cch hin i ang ph bin trn th gii. Vi kinh nghim v thnh cng gt hi c nhiu nc trn th gii, khi n Vit Nam th KFC cng thnh cng khng km, vic chp nhn chu l 7 nm v n nm 2006 mi bt u thu c li nhun khng nh v tr thc n nhanh s 1 ca KFC Vit Nam. KFC c nhiu ngi bit n v c th ni l t c thnh cng rc r Vit Nam. By nm cho mt th trng, by nm cho mt thng hiu, trong kinh doanh tht khng phi l ngn, cng khng phi l di cho mt thng hiu cht lm quen v ln. "t st nn ming" cu thnh ng lun ng trong kinh doanh, vi mt th trng tim nng, rng ln, hn 80 triu dn, li va ra nhp WTO, thng hiu g rn KFC lm nn mi chuyn y. Vi hn 20 ca hng hin c ti thnh ph H Ch Minh, ng Nai v mt mi m H Ni, k hoch sp ti ca Restanrant s tip tc m thm nhiu ca hng g rn KFC nhiu tnh thnh khc. Chin lc kinh doanh ph hp, s tin on chnh xc, sn phm uy tn, cht lng ang lm nn thng hiu g rn KFC th trng Vit Nam. Mt thng hiu ni ting th gii, mt xu hng mi, mt phong cch sng mi ha hn mang n cho th trng Vit Nam y tim nng l nhng l do khin ti chn KFC cho bi nghin cu ca mnh.

T vic chn ng a im... n Chng trnh hnh ng: a im l nhn t quan trng hng u trong lnh vc kinh doanh n ung, c bit l n nhanh. Vic chn a im khng ch l iu kin tin quyt, "cha kho vng" quyt nh s thnh cng ca thng hiu m cn l tin v nn tng vng chc thng hiu c th cung cp cc dch v t tiu chun, n gin v chuyn nghip. Chnh v vy, KFC rt coi trng vic la chn a im m nh hng n nhanh. Thng thng, a im m KFC la chn phi c xt duyt qua hai cp, cp cng ty a phng v cp tp on. Xc sut thnh cng trong khu la chn a im kinh doanh ca KFC gn nh t ti 100%. Sau khi thng qua cc cuc iu tra th trng nghim tc, KFC lun chn cc thnh ph ln l th trng mc tiu. i vi Vit Nam, H Ch Minh l thnh ph u tin c KFC la chn m nh hng n nhanh, tip theo l Nng , Hi Phng, H Ni...