2011

TRIU QUANG DNG TRN C HONG TRN TH NGA NGUYN D ANH QUN

34K01.2 34K01.2 34K01.2 34K01.2

GVHD: TS NGUYN THANH LIM

NHM SUBWAY

GVHD: TS. Nguyn Thanh Lim

MC LC
4.3.3. Cc kh nng...............................................................................................................48 4.4. Xc nh nng lc ct li...................................................................................................48

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PHN 1. S LC V CNG TY, LCH S PHT TRIN, S MNH - VIN CNH

1.1 Gii thiu Subway Trong mi trng kinh doanh cnh tranh khc lit hin nay c rt nhiu ca hng phc v n nhanh mc ln nhng khi nhc n fast food chng ta khng th khng nhc ti Subway. Subway l thng hiu thc n nhanh c s hu bi Tp on Doctors Associated. Cui nm 2010 Subway c hn 33000 ca hng trn 90 quc gia, trong c khong 25000 ca hng ti M. Tt c ca hng u l nhng quyn v khng thuc s hu ca cng ty. Theo tnh ton, th 70% ca hng nhng quyn ca Subway l do cc thnh vin c mua li, m thm chi nhnh. Subway hin ti c khong hn 150000 nhn vin lm vic ti cc nh hng trn ton cu. Subway kinh doanh sn phm l bnh m sandwich, sa lt.. l mt trong nhng nh hng thc n nhanh c tc tng trng nhanh nht trong th trng n nhanh. 1.2 Lch s hnh thnh Nm 1965, thc hin c m c tr thnh bc s a khoa ca mnh, Fred DeLuca tm cch chi tr cho cc chi ph hc tp ca mnh bng cch m mt ca hng bnh sandwich. Vi khong u t 1000$ tin s Peter Buck tr thnh i tc ca Fred. Thng 8 nm 1965 ca hng u tin c m ti Bridgeport, Connecticut. Ban u c tn l Petes Super Supmarines. H t mc tiu c 32 ca hng trong 10 nm ti. Nm 1968, ln u tin tn Subway c s dng. Nm 1974, chui nh hng ca Subway t 16 nh hng, Fred bit rng h khng th t mc tiu 32 ca hng ca mnh nn h bt u nhng quyn thng mi, ra mt thng hiu SUBWAY , y l bc ngoc trong qu trnh pht trin ca Subway. Nm 1984, nh hng th 400 ti M s c m ti Dallas, Subway tr thnh mt chui trn th trng quc t vi vic m mt nh hng ti Bahrain.

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Nm 1992. Subway bt u thm nhp th trng chu , ca hng u tin c m ti Nht Bn v Rp X t. Nm 2002, Subway t 17000 nh hng v vt qua Mc Donalds v s nh hng trn th gii. Nm 2010, cc nh hng ca Subway c mt trn khp nc M v Canada, Subway t 33000 nh hng trn ton th gii. 1.2.1 Sn phm Cc sn phm chnh ca Subway: Sandwich Sa lt Sp Bnh qui Vi Subway th mi ngi c th to thc n theo s thch v nhu cu dinh dng ca mnh, iu ny lm cho thc n ca Subway thm phong ph. Sn phm sandwiches rt ph bin, Subway phc v gn 2800 bnh sandwich v sa lt mi pht. 1.2.2 Ngi sng lp Subway Fred Deluca l ngi sng lp chui ca hng Subway. ng sinh nm 1948 ti thnh ph New York, M. Khi cn l thiu nin, DeLuca mong mun i hc i hc nghin cu y hc, nhng ng sm nhn ra rng khng tin trang tri hc ph sau khi lm mt cng vic vi mc lng ch vi 1,25$/ gi vic trong mt ca hng phn cng vo ma h trc khi hc i hc. Trong lc tht vng, anh ta hi Tin s Peter Buck, mt nh khoa hc ht nhn, mt ngi bn ca gia nh v Buck thch tng nh hng thc n nhanh lnh mnh ca DeLuca mt s thay th khc t bo hn so vi KFC v cc loi bnh pizzar rt ph bin vo thi im trn v Pete Buck tr thnh ng ch s hu ca hng khi cho Fred vay 1000$. Vo u ma h nm 1965, tui 17 nm tui, DeLuca m ca hng u tin ca mnh ti Bridgeport, Connecticut. Tuy nhin, vo cui ca ma h, ch c 6 la cn li t 1.000 la ban u. Khng nn lng, Buck gi mt chin lc to bo, mi l m mt ca hng tng s c mt trn th trng. Ca hng mi ny cng tht bi.
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Vn khng nn lng, ngi ng sng lp, by gi m mt ca hng th ba. Ln ny, h c gng mt ci g hi khc l: h thay i tn. Petes submarine tr thnh Subway. Bng nhng n lc v nim am m khng ngng, kinh doanh cui cng cng thu c li nhun l 7.000 la. DeLuca theo ui c m trc ca ng l i hc i hc v tt nghip t trng i hc Bridgeport, ng m c 30 ca hng trong mt thp k. Nm 1974, ng nh mt ngi bn gip ng pht trin vic kinh doanh ca mnh v m thm 15 ca hng vo cui thp k. Sau 46 nm hot ng vi hn 35000 ca hng trn khp th gii, Fred vn cn l v CEO v i ca Subway. Fred rt thnh cng trong vic m rng cc ca hng bng hnh thc nhng quyn kinh doanh vi mt suy ngh l cho mi ngi c hi to nn thnh cng bng chnh doanh nghip lin doanh ca mnh, ng cn khuyn mi ngi c nh mun kinh doanh rng nn vch ra nhng th u tin khi c v thng tin vic nhng quyn trn phng tin truyn thng, tham d cc bui hi tho nhng quyn ti a phng c cm nhn tt hn v nhng la chn ca mnh, xem xt ngun vn u t v tham kho li khuyn t cc ngn hng ca bn cho ph hp vi vic kinh doanh. Nhng hnh ng ny s gip cho bn la chn c hi ng n khi u t 1.3 Tuyn b s mnh v vin cnh 1.3.1 S mnh Subways missions statement To provide the tools and knowledge to allow entrepreneurs to successfully compete in the QSR industry worldwide by consistently offering value to consumers through providing great-tasting food that is good for them and made the way they like it (2005) Delight every customer so they want to tell their friend-with great value through fresh, delicious, made-to-order sandwiches, and an exceptional experience (2011)

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Bn Tuyn b s mnh ca Subway Cung cp cc cng c v kin thc cho php cc nh doanh nghip cnh tranh thnh cng trong ngnh cng nghip nh hng phc v thc n nhanh (QSR) trn ton th gii bng cch lun cung cp gi tr cho ngi tiu dng thng qua vic cung cp thc n c hng v tuyt vi, tt cho h v lm theo cch m h thch th (2005) Lm hi lng mi khch hng h mun k cho bn ca mnh iu - vi nhng gi tr tuyt vi thng qua nhng chic bnh sandwich ti, ngon, c th thit k v gi mn theo mun, v mt tri nghim c o (2011) Nhng cam kt va gia tri ma Subway mang ti cho cac bn hu quan:

- Khach hang: khach hang la gii hu quan quan trong nht lam nn thanh
cng cua Subway. Vi vy cng ty lun c gng thoa man ti a nhu cu cua khach hang bng vic cung cp nhng san phm cht lng cao, dich vu c ao va nhng gia tri tt. Cac i tac kinh doanh: Subway cam kt cung cp c hi, to iu kin cc doanh nghip cp php c kin thc v trnh chuyn mn, c th cnh tranh va kinh doanh co lai trong ngnh cng nghip thc n nhanh.

- Nhn vin: mt bn hu quan cung ht sc quan trong o la nhn vin

cua Subway. Subway thi mi ca nhn u c tn trong, ho c tao iu kin phat trin ban thn, c khuyn khich va t do a ra cac y kin, y tng mi nhm phat huy ht kha nng, th manh cua mi ca nhn.

- X hi: Xung quanh cng ty con rt nhiu cac ca nhn, t chc khc,
chnh vi vy moi hoat ng cua Subway u co th anh hng ti n x hi. Nhn thc ro c iu nay, Subway a xac inh trach nhim cua minh i vi cng ng ma cng ty la mt phn trong o. Subway lun coi trng sc khe cng ng bng cch cung cp cc sn phm tt cho sc khe, h tr xy dng cng ng trong phm vi v ngun lc cho php.
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nh hng khch hng v nh ngha kinh doanh Tuyn b s mnh cho ta bit c mc ch v c im ca t chc y cng l im khi u cho vic xy dng chin lc. Subway hng n phc v tt c cc khch hng khc nhau vi cng mt nhu cu v mt ba n nhanh, lnh mnh c ch dinh dng thch hp. V Subway tm cch lm hi lng khch hng bng cch cung cp thc phm ti ngon v mang li tri nghim c o cho khch hng. H mong mun c nhng khch hng trung thnh m khi thng thc Subway mt ln th s cn quay sau thng thc mn n ca h. c th lm c iu Subway lun t mnh vo v tr khch hng, mong mun ca hng phi hot ng nh th no. T Subway ra nhng tng c o. Cc gi tr cn c lu tr qua cc bn tuyn b Tri qua 45 nm hot ng trong lnh vc thc n nhanh, c th thy c s thnh cng ng k ca Subway, mt tuyn b s mnh ng n gip Subway nh hng c hot ng ca mnh. T lc u thnh lp cho n 2005, s mnh ca Subway l tp trung vo vic cung cp cc kin thc v cng c cn thit cho cc nh doanh nghip h c th kinh doanh cnh tranh trong ngnh cng nghip thc n nhanh trn ton th gii, iu ny cho php cc bn c nhng quyn c c hi thnh cng trong kinh doanh, vic s hu mt ca hng Subway, th ca hng l mt phn ca chui nh hng ln nht th gii, mt trong nhng thng hiu c cng nhn nht v n s nhn c s h tr v kinh nghim i km. C th ni chnh iu ny khin Subway thu ht c nhiu ngi thnh lp ca hng nhng quyn trn khp th gii. Hin nay, s mnh ca Subway c thay i mt t so vi trc, vi s lng ca hng nhng quyn nhiu nh th, vic tp trung vo khch hng pht trin l iu ng n. Subway chuyn sang tp trung vo s hi lng hn lc no ht v chnh iu s gip Subway tn ti trong lnh vc cnh tranh gay gt nh hin nay. Qua hai bn tuyn b s mnh, trong tng thi im m Subway a ra nhng s mnh cho mnh nhng nhn chung, iu ct li khng thay i qua nm thng hot
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ng ca ca hng l lm tha mn khch hng thng qua cht lng sn phm v dch v. Khi Subway nh hng vo khc hng th n s c c nhng cch thc bo v cng ty trnh khi s lc hu v nhn thc khi c s thay i v nhu cu. 1.3.2 Vin cnh Subways Vision: Be the #1 Quick Serivce Restaurant (QSR) franchise in the world, while delivering fresh, delicious sandwiches and an exceptional experience. Vin cnh ca Subway: Tr thnh ca hng phc v thc n nhanh nhng quyn s 1 trn th gii khi mang n nhng chic bnh sandwich ti ngon v tri nghim c o. Gi tr ct li: Family We build our relationships by serving each other, our customers and our communities, much as we do within our own families. Gia nh Chng ti xy dng mi quan h bng cch phc v ln nhau khch hng v cng ng ca chng ti - tt nh chng ti phc v cho chnh gia nh ca mnh. Subway l mt trong s nhng ca hng u tin thc hin chnh sch cho khch hng chng kin ton b quy trnh lm bnh. To ra mt khng kh lm cho khch hng cm thy ging nh trong nh ca mnh. Ngoi ra khch hng c th thm bt cc thnh phn trong nhn bnh theo thch ca mnh.

Teamwork We challenge ourselves and each other to succeed through teamwork, against shared goals and to be accountable for our responsibilities. Lm vic nhm Chng ti thch thc chnh mnh v mi ngi t c

thnh cng thng qua lm vic nhm, t c mc tiu chung v chu trch nhim cho cng vic ca mnh. Chui ca hng Subway cung cp chng trnh v ngun thng tin to ra kin
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thc cn thit cho doanh nghip c nhng quyn. Ngi c nhng quyn s hu ca hng v vn hnh di tn tui ca Subway. Do t thnh cng, Subway v nhng ngi c nhng quyn ca mnh phi lm vic hiu qu vi nhau. V y cng l mt trong nhng im mnh ca Subway.

Opportunity We create

an entrepreneurial, ever-growing SUBWAY

community, increase the opportunity for everyone. C hi Chng ti to ra cng ng doanh nghip Subway khng ngng pht trin, to ra c hi cho mi ngi. Subway ln mnh thng qua vic nhng quyn. T khi thnh lp n nay, s ca hng ca Subway khng ngng tng ln v tng vi tc rt nhanh. Mt ca hng tng thm lm cho Subway pht trin thm, to ra c hi cho nhng ngi c nhng quyn, to thm c hi cho khch hng c Subway phc v. Hinh dung tng lai Mc tiu thch thc trong nm 2010: Doanh s trung bnh l $1 t mi ngi n ng, ph n, v tr em M mi tun. Trong nm 1965 Fred Deluca c mc tiu c 32 ca hng trong 10 nm. Trong trng hp ca Subway BHAG to ra quyt nh tr thnh nh hng nhng quyn h thy khng nn m 32 ca hng trong 10 nm vi s vn h c v vy h xem cch nhng quyn to ra tng trng. Khng ch t mc tiu ny m Subway cn sm nhn ra rng iu quan trng ca vic gi mc tiu di hn cho Fred Deluca v i ca mnh. Nm 1995, sau khi ph v mc tiu 10 nm mi nht (5000 ca hng n nm 95), Subway tm kim mc tiu khc ln hn nhng hin thc rng Subway mun thay i ton b tp trung ca t chc t pht trin n thun bng tng thm ca hng sau y mnh hn cng vic kinh doanh ca nhng ca hng hin c. thi im ca hng phn ln phc v cho th trng thanh thiu nin v nhng ngi i hc i hc
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Subway mun m rng v i tng thng xuyn n vi ca hng v lm ch h n thng xuyn hn tiu nhiu tin hn. a mi ngi i trn con ng mi, Subway chia doanh thu hng nm ca cng ty cho dn s M v tnh ton trong nm 1995: Doanh s trung bnh l $.25 t mi ngi n ng, ph n, v tr em M mi tun. Subway t bit thch nhn mnh mi ngi n ng, ph n, v tr em iu c ngha l Subway mun m rng s cun ht ca mnh v tng mi tun hm rng Subway mun tp trung lm cho mi ngi n thng xuyn hn. Mc tiu ny c gp i vo nm 2005 v sau thay i thnh 1$ vo nm 2010.

PHN 2. PHN TCH MI TRNG BN NGOI

Mi trng lun lun thay i. Nhn din sm s thay i ca mi trng t pht hin c cc c hi v de da gip cng ty c nhng hnh ng chin lc ph hp. Do phn tch mi trng bn ngoi l vic lm ht sc cn thit. Do nhng hn ch v thi gian v ngun lc, nhm ch phn tch mi trng trong gii hn sau:
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Lnh vc: Ngnh nh hng thc n nhanh Khng gian nghin cu: Th trng M Thi gian nghin cu: 2000 2010 2.1 M t ngnh v phn tch mi trng v m 2.1.1 M t ngnh 2.1.1.1 nh ngha ngnh This U.S. industry comprises establishments primarily engaged in providing food services (except snack and nonalcoholic beverage bars) where patrons generally order or select items and pay before eating. Food and drink may be consumed on premises, taken out, or delivered to the customer's location. Some establishments in this industry may provide these food services in combination with selling alcoholic beverages.(theo nh ngha ca h thng phn loi Ngnh Bc M) Dch: Ngnh cng nghip Hoa K ny bao gm cc cng ty tham gia ch yu vo vic cung cp cc dch v thc phm (tr cc quy phc v thc n nh v ung khng c cn), ni khch hng thng t hoc chn mn v tr tin trc khi n. Thc phm v ung c th c tiu th ti ch, em v, hoc c giao tn ni cho khch hng. Mt s cng ty trong ngnh cng nghip ny c th cung cp dch v thc phm kt hp vi bn ung c cn. 2.1.1.2 Dung lng ca ngnh

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Da vo s liu t bn trn, ta c th thy doanh thu trung bnh trong 10 nm l 157,3 t la. Doanh thu trong nm 2010 l gn 184 t la, tng 3% so vi nm 2009. Tc tng trng doanh thu ca ngnh t nm 2001 n nm 2010 l gn 2,88%. Bng xp hng doanh thu 50 cng ty ng u ngnh 2010 QSR 50 Rank Company Segment Sales (millions) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 McDonalds Subway* Burger King*2 Wendys* Starbucks* Taco Bell Burger $32,395.0 U.S.2010 U.S. Total Units in 2010 Total Change in Units from 2009

Systemwide Average Sales per Unit (thousands) $2,400.0 $452.0 $1,230.0 $1,418.0 $1,060.0 $1,288.0 $839.0 $855.0 $933.0 $1,023.0 $2,694.4 $657.0 $2,200.0 $838.0

14,027 47 23,850 816 7,253 3 6,576 35 11,131 0 5,634 30 6,772 206 7,542 -24 5,055 -107 3,572 28 1,537 57 4,929 2 1,453 73 3,649 -69
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sandwich $10,600.0 burger burger snack mexican $8,600.0 $8,340.0 $7,560.0 $6,900.0 $6,000.0

Dunkin' Donuts* snack Pizza Hut KFC Sonic Chick-fil-A

pizza/pasta$5,400.0 chicken burger chicken $4,700.0 $3,619.9 $3,582.5

Dominos Pizza* pizza/pasta$3,305.6 Panera Bread Arbys sandwich $3,100.0 sandwich $3,010.0

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15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

Jack in the Box burger Dairy Queen* Papa Johns Chipotle Hardees* Popeyes* Quiznos* Panda Express Carls Jr.* Little Caesars* Whataburger Churchs Chicken burger

$2,934.8 $2,660.0

$1,322.0 $540.0 $863.0 $1,800.0 $1,054.0 $1,053.0 $420.0 $1,093.5 $1,375.0 $460.0 $1,709.0 $695.0 $1,590.0 $1,548.0 $753.0 $1,139.0 $1,573.3 $655.0 $1,641.2 $830.4 $538.5 $1,100.0 $220.0 $1,400.0

2,206 -6 4,514 -25 2871 90

pizza/pasta$2,081.8 mexican burger chicken $1,840.0 $1,695.00 $1,635.0

1,084 129 1,692 -64 1,580 34 3,103 -600 1,336 62 1,097 11 2,800 152 717 15

sandwich $1,430.0 asian burger $1,404.5 $1,310.0

pizza/pasta$1,253.0 burger chicken $1,225.7 $872.7 $786.6 $777.6

1,250 24 487 514 2 22

Steak N Shake* burger Zaxbys Jimmy Johns* Five chicken

sandwich $735.0 $716.0 $712.8 $700.0 $689.1 $658.7

1,131 162 736 484 964 424 804 195 27 -25 11 -16

Guys burger Burgers & Fries Bojangles Long Silvers* Culvers chicken John seafood burger

Checkers/Rallys burger Papa Murphys Del Taco

pizza/pasta$648.8 mexican $579.0 $565.0 $557.0

1,255 84 522 6

Baskin Robbins* snack El Pollo Loco chicken

2,600 55 412 -3
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39 40 41 42 43 44 45 46 47 48 CiCis Pizza* White Castle*

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pizza/pasta$545.0 burger $542.1 $513.0 $906.0 $1,300.0 $1,015.0 $2,226.6 $623.0 $883.0 $1,925.0 $978.0 $819.0 $988.0 594 416 491 226 778 525 252 602 531 583 -31 -2 -29 11 -7 15 13 39 -4 51

Boston Market* chicken Jasons Deli Sbarro* Qdoba In-N-Out Burger* Tim Hortons1 Captain Ds Einstein Bagels* Cold Creamery Krystal*

sandwich $503.2 pizza/pasta$501.5 mexican burger snack seafood $480.8 $472.5 $439.2 $436.2

Bros. sandwich $400.4 Stone snack burger

49 50

$385.7 $377.3

$344.0 $1,036.0

1,122 76 364 -20

Mc tp trung ca ngnh c o lng da trn th phn ca 4 cng ty ln nht trong ngnh. Theo bo co ca IBISWorld, trong nm 2010, bn cng ty u ngnh c da kin chim di 35% th phn trong ngnh, do ngnh c mc tp trung thp. Cc phn on 1. Bugers Segment QSR 50 Company 2010 U.S.2010 U.S.Total Total
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Systemwide Average Change in Units from 2009

Rank

Rank

Sales (millions)

Sales per Unit (thousands)

Units in 2010

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

1 3 4 10 15 16 19 23 25 27 30 33 34 40 45 50

McDonald's Burger King*2 Wendy's* Sonic Jack in the Box Dairy Queen* Hardee's* Carl's Jr.* Whataburger Steak-N-Shake* Five Guys Burgers & Fries Culver's Checkers/Rally's White Castle* In-N-Out Burger* Krystal*

$32,395.0 $2,400.0 $8,600.0 $8,340.0 $3,619.9 $2,934.8 $2,660.0 $1,230.0 $1,418.0 $1,023.0 $1,322.0 $540.0

14,027 47 7,253 6,576 3572 2,206 4514 1692 1097 717 487 736 424 804 416 252 364 3 35 28 -6 -25 -64 11 15 2 195 11 -16 -2 13 -20

$1,695.00 $1,054.0 $1,310.0 $1,225.7 $786.6 $716.0 $689.1 $658.7 $542.1 $472.5 $377.3 $1,375.0 $1,709.0 $1,590.0 $1,139.0 $1,641.2 $830.4 $1,300.0 $1,925.0 $1,036.0

2. Sandwiches 2010 Segment QSR 50 Rank Rank Company Sales (millions) U.S.2010 Systemwide Average U.S. Total Units in 2010 Total Change in Units from 2009
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Sales per Unit (thousands)

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1 2 3 4 5 6 7 2 13 14 21 29 42 48 Subway*

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$10,600.0 $452.0 $3,100.0 $3,010.0 $1,430.0 $735.0 $503.2 $2,200.0 $838.0 $420.0 $753.0 $2,226.6 $988.0 23,850 816 1,453 3,649 3103 1131 226 583 73 -69 -600 162 11 51

Panera Bread Arby's Quiznos* Jimmy John's* Jason's Deli

Einstein Bros. Bagels* $400.4

3. Thc n nh (Snack) 2010 Segment QSR 50 Rank Rank Company Sales (millions) 1 2 3 4 5 5 7 37 46 49 Starbucks* Dunkin' Donuts* Baskin Robbins* Tim Hortons1 Cold Stone Creamery $7,560.0 $6,000.0 $565.0 $439.2 $385.7 U.S.2010 Systemwide Average U.S. Total Units in 2010 Total Change in Units from 2009

Sales per Unit (thousands) $1,060.0 $839.0 $220.0 $978.0 $344.0

11,131 0 6,772 2600 602 1122 206 55 39 76

4. Thc n Mexico 2010 Segment QSR 50 Rank Rank Company Sales (millions) 1 2 3 6 18 36 Taco Bell Chipotle Del Taco $6,900.0 $1,840.0 $579.0 U.S.2010 Systemwide Average U.S. Total Units in 2010 5,634 1084 522 Total Change in Units from 2009 30 129 6
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Sales per Unit (thousands) $1,288.0 $1,800.0 $1,100.0

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4 44 Qdoba

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$480.8 $883.0 525 15

5. Pizza / m si 2010 Segment QSR 50 Rank Rank Company Sales (millions) 1 2 3 4 5 6 7 8 12 17 24 35 39 43 6. G 2010 Segment QSR 50 Rank Rank Company Sales (millions) 1 2 3 4 5 6 7 8 9 11 20 26 28 31 38 41 7. Chu KFC Chick-fil-A Popeyes* Church's Chicken Zaxby's Bojangles' El Pollo Loco Boston Market* $4,700.0 $3,582.5 $1,635.0 $872.7 $777.6 $712.8 $557.0 $513.0 U.S.2010 Systemwide Average U.S. Total Units in 2010 5,055 1537 1,580 1250 514 484 412 491 Total Change in Units from 2009 -107 57 34 24 22 27 -3 -29 Pizza Hut Domino's Pizza* Papa John's Little Caesars* Papa Murphy's CiCi's Pizza* Sbarro* $5,400.0 $3,305.6 $2,081.8 $1,253.0 $648.8 $545.0 $501.5 U.S.2010 Systemwide Average U.S. Total Units in 2010 7,542 4929 2871 2800 1,255 594 778 Total Change in Units from 2009 -24 2 90 152 84 -31 -7

Sales per Unit (thousands) $855.0 $657.0 $863.0 $460.0 $538.5 $906.0 $623.0

Sales per Unit (thousands) $933.0 $2,694.4 $1,053.0 $695.0 $1,548.0 $1,573.3 $1,400.0 $1,015.0

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2010 U.S.2010 U.S. Total Units in 2010 1336 Total Change in Units from 2009 62

Segment QSR 50 Rank Rank

Company

Systemwide Average Sales (millions)

Sales per Unit (thousands) $1,093.5

22 8. Hi sn

Panda Express

$1,404.5

2010 Segment QSR 50 Rank Rank Company Sales

U.S.2010

Systemwide Average (millions)

U.S. Total Units in 2010 964 531

Total Change in Units from 2009 -25 -4

Sales per Unit (thousands) $655.0 $819.0

1 2

32 47

Long John Silver's* Captain D's

$700.0 $436.2

2.1.2 Phn tch mi trng v m Trong giai on nghin cu t 2000 2010 th c 3 mi trng nh hng nhiu n ngnh thc n nhanh nc M. l mi trng vn ha x hi, mi trng kinh t v mi trng ton cu. 2.1.2.1 Mi trng vn ha x hi Vo nm 2002, mt nhm tr em tha cn New York kin cng ty McDonalds v cc vn sc khe lin quan n bnh bo ph. Vic kin tng ny khi mo cho cc hot ng lm tng thm nhn thc v s c hi i vi sc khe do vic tiu dng qu nhiu thc n nhanh. nh gi: Ngy cng c nhiu ngi tiu dng nhn thc ca cc vn lin quan n trng lng v bo ph, lng thc n bo v cc vn an ton thc phm, ang tc ng n s tng trng ca ngnh cng nghip thc n nhanh, c bit l i vi tht v cc sn phm bnh hamburger v bt k sn phm chin no. Khch hng ch n

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thng tin dinh dng trong sn phm nhiu hn. H c xu hng chn nhng sn phm t cht bo v t calori hn v nhng sn phm tt cho sc khe. 2.1.2.2 Mi trng kinh t Nm Ty l 2001 2002 2003 2004 200 5 2006 2007 2008 2009 2010

1.07 1.81 2.54 3.46 2.65 1.91 3.07 -0.337 -3.486 3.03 9 4 1 8 8 3 Ngun: http://www.indexmundi.com/united_states/gdp_real_growth_rate.html Biu tc tng trng kinh t My giai oan 2001- 2010 (n vi: %)

Cuc khung hoang kinh t toan cu t 2007-2009 a tac ng manh me ti nn kinh t nc My. Nn kinh t My trong giai oan khung hoang tng trng vi tc rt thp, thm chi la mc m nh trong nm 2008 (-0.337%), nm 2009(-3.486%). Cuc khung hoang a tac ng manh me ti tt ca cac nganh cng nghip, trong o co nganh thc n nhanh. Tc tng trng cua nganh thc n nhanh trong giai oan khung hoang hu nh mc m, cu th t 3.3% n 0.9%. nh gi: Nn kinh t khung hoang a lam ngi tiu dung han ch chi tiu hn. iu nay a gy ra s giam nhu cu i vi nganh thc n nhanh. Canh tranh gia cac cng ty trong nganh se tr nn gay gt hn.
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2.1.2.3 Mi trng ton cu Ton cu ha K t nm 2000, c thm mt s quc gia gia nhp t chc WTO, trong c cc quc gia n t chu , chu u hay chu Phi. Cc ro cn thng mi cng c d b khi gia nhp vo t chc, theo th trng cho cc n thc n nhanh theo kiu nh hng nh hamburger, sandwich, hotdog, salad, khoai ty chin vn c coi l vn ha M cng t xm nhp vo cc th trng mi m ny thng qua cc knh internet, truyn hnh hay s thm nhp trc tip ca cc cng ty. Bnh b in v dch l mm long mng trn th gii khin cc cng ty thc phm nh hng nhiu. Cui thng 12 nm 2003, sau khi nhn c tin xc nhn ca bnh b in u tin xy ra M, lp tc khin cc cng ty chng khon M gim im. Trong phin giao dch, cc cng ty thc phm hng chu nhiu tn tht nht. Vic nhiu nc p lnh chng nhp tht b t M khin uy tn cng nghip thc phm ca nc ny xung dc. Ngi ta cho rng bnh b in ny c nh hng n sn phm Bigmac, mt sn phm ni ting ca McDonals. s kin ny khin doanh s ca McDonals gim 10% trong thng 1 v thng 2 v cng ty ny phi a ra cc sn phm thay khng c tht b nh chicken Mcnugget, bnh sandwich McRib. Mt ng ln trong ngnh thc n nhanh cng chao o th cc cng ty khc cng khng trnh khi iu ny. S kin bnh b in ny tc ng khng nh n ngnh thc phm ton cu c bit l M, trong c ngnh thc n nhanh v cc nguyn liu s dng ch bin sn phm c tht b trong . Trong giai on 10 nm qua, dch bnh l mm long mng xy ra nhiu chu lc nh chu , chu Phi, chu u v Nam M. Mt s lng ln gia sc b tiu hy, tm l ngi dn lo ngi cn bnh ny khin nhu cu v sn phm tht gim st, doanh thu t cc sn phm tht cng theo m gim.

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Cc cng ty thc phm ni chung v cc nh hng thc n nhanh ni ring tn nhiu chi ph hn trong vic kim sot cht lng u vo t cc nh cung cp, thm vo doanh s sn phm t tht b, tht heo cng gim st so vi trc, cc nh hng cng thay th thc n tht b, heo bng tht g duy tr nim tin ngi tiu dng. nh gi: Cc cng ty ang c c hi gia tng s hin din ti cc th trng nc ngoi, m rng quy m kinh doanh. Cc dch bnh xy ra khin cc cng ty tng chi ph kim sot u vo v gim doanh s bn t cc sn phm t tht. 2.2 Phn tch tnh hp dn ca ngnh Trong phn ny, nhm s dng m hnh 5 lc lng cnh tranh ca Michael E.Porter phn tch tnh hp n v mc cnh tranh trong ngnh cng nh xc nh xu hng mc hp n ca ngnh trong giai on nghin cu. 2.2.1 Phn tch m hnh 5 lc lng cnh tranh 2.2.1.1 i th cnh tranh tim tng Chi ph nhp cuc Yu cu vn m mt doanh nghip kinh doanh thc n nhanh l ty thuc vo quy m ca doanh nghip. Chi ph ban u thm nhp th trng ch l vn cn thit m mt nh hng. Cc ro cn gia nhp ca ngnh l thp bi l do sau mt nh iu hnh c th cho thu mt bng v ni tht, thit b v ph kin, lm gim chi ph u t ban u v cc khon vay. Tnh kinh t theo quy m Cc cng ty trong nhm nh hng dch v thy c mt vi li th ca tnh kinh t theo quy m, nhng thun li ny d nhn thy bi vic to ra mt ca hng phc v thc n nhanh d dng vi nhng a im thun li iu ny gip t thnh cng hn. cng ty c c s thnh cng trong ngnh, n phi tiu mt khon vn ln vo qung co v marketing. Tnh kinh t theo quy m s b p c chi ph ny. Tuy nhin, s bo ha ca ngnh hn ch li th t c do tnh kinh t theo quy m.

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nh gi: Th trng thc n nhanh m hin nay bo ha. Cc i th thit lp nhn hiu ni ting v thc n phong ph vi chi ph qung co ln. Ngoi ra s cnh tranh gia cc cng ty nhng quyn ln c c cc a im ph hp, lm tng chi ph ca cc a im chnh. Nhng iu ny lm cho lc de da t ngi nhp cuc ang gim xung. 2.2.1.2 San phm thay th Cc cng ty trong ngnh thc n nhanh cng phi i mt vi p lc cnh tranh t nhng sn phm thay th a dng. Nhng sn phm thay th ny n t cc nh hng cao cp, cc nh hng n nhanh bnh dn (fast-casual) hay thm ch l thc phm c ch bin ti nh. Cac san phm thay th chu yu la cac thc phm c ch bin tai cac quan hay nha hang nh cac loai banh ran, ph, my, bun... Tuy nhin theo cac nha nghin cu tai University of Minnesota School of Public Health khao sat khoang 530 ngi ln v thai cua ho i vi thc n nhanh. Thi kt qua cho thy rng ly do chinh ma ho chon thc n nhanh la bi s tin li va ho khng thich nu n. nh gi: Cc sn phm thay th nu trn u phc v nhu cu n ca khch hng nhng khng p ng c s tin li, nhanh chng m khch hng mun c. Nn s e da ca cc sn phm thay th l yu. S quan tm ti sc khe nhiu hn lm cho mi ngi nu n nh nhiu hn hay la chn nhng sn phm thay th tt cho sc khe hn. V vy p lc t sn phm thay th ang tng ln. 2.2.1.3 Nng lc thng lng ca ngi mua i vi ngnh thc n nhanh th khch hng ca n l nhng ngi mua v s dng sn phm. Ngnh thc n nhanh M l ngnh phn tn vi rt nhiu cng ty tham gia. Khch hng khng thng lng v gi nhng h c th chuyn i d dng gia cc cng ty v chi ph chuyn i ny l rt thp. Ngi mua c th s dng nhiu sn phm khc nhau p ng nhu cu ca mnh. iu ny to ra mt s cnh tranh gay gt gia cc cng ty. nh gi: Vic tng s lng ca hng thc n nhanh M lm cho nng lc thng lng ca ngi mua mnh ln.
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2.2.1.4 Nng lc thng lng ca nh cung cp Cng ty ln trong ngnh thc n nhanh c mt quyn lc thng lng v gi trong mi quan h vi nh cung cp. Ca hng ca cc cng ty ny thng mua mt lng ln cc ngun thc phm u vo nn c kh nng yu cu mc gim gi hay chit khu trong kh nng ca nh cung cp. Hn na trong ngnh thc phm c rt nhiu nh cung cp cho nn s khng phi kh khn khi cng ty thay i nh cung cp nu tht s cn thit. Chnh iu ny lm gim quyn thng lng ca ngi cung cp. nh gi: Nh cung cp khng phi l nh e da i vi cc cng ty kinh doanh v h c th yu cu chuyn sang nh cung cp khc nu h khng p ng c tiu chun ca mnh. C th kt lun nng lc thng lng ca nh cung cp l yu. V trong giai on ny nng lc thng lng ca nh cung cp s khng thay i. 2.2.1.5 i th cnh tranh trong ngnh Mc ganh ua ca cc cng ty trong ngnh c nh gi da trn cc yu t sau: Cu trc ngnh Hin nay c rt nhiu cng ty tham gia trong ngnh, c nhiu chui nh hng quy m ln kinh doanh trn nhiu quc gia khc nhau nhng cng c nhng cng ty nh kinh doanh trn phn vi mt t nc, hay n gin ch l mt nh hng c cc loi thc n nhanh trong thc n ca mnh. Cc cng ln trong ngnh c th k n l: Mc Donal, Yum, Wendys, Subway cng tn ti v cnh tranh nhau, tuy nhin khng c cng ty no chi phi hot ng ca doanh nghip cn li. Do vy ngnh thc n nhanh M c xem l ngnh phn tn. Cc iu kin nhu cu T nm 2000-2006, nhu cu ca ngnh thc n nhanh tng ln mnh m. Tuy nhin, t nm 2006 n nay, nhu cu ca khch hng c xu hng gim. S tng trng ca ngnh c xu hng chm li. Ro cn ri ngnh
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V cc cng ty trong ngnh thc n nhanh kinh doanh cc sn phm thng khng a dng. H tn chi ph xy dng h thng cc ca hng, v my mc thit b, nn ro cn ri ngnh ca mt cng ty kinh doanh thc n nhanh l cao. nh gi: Mc tp trung thp, ro cn ri ngnh cao v nhu cu ang c xu hng gim xung nn c th thy rng mc cnh tranh ca cc i th trong ngnh l cao v c xu hng ang tng ln. Kt lun
-

Nguy c ca cc i th cnh tranh tim tng c xu hng gim Cnh tranh gia cc i th trong ngnh c xu hng tng ln Nng lc thng lng ca ngi mua c xu hng tng ln Nng lc thng lng ca nh cung cp c xu hng khng i De da ca sn phm thay th c xu hng tng ln

2.2.2 Phn tch cnh tranh Nhm chin lc Nganh cng nghip thc n nhanh bao gm chu yu cac thng hiu chui quc gia. Kt qua la chi co mt vai nhom chin lc lin quan n thi trng thc n nhanh.

- Cac chui thng hiu ln nh Mc Donald, Buger King, Wendy, Hardees,

Jack in bo, Taco bell, Subway..canh tranh trn khp thi trng nc My va trn khp th gii. Chin lc cua ho chu yu da trn vic cung cp san phm da trn s tin li gia thp. Chin lc cua cac cng ty nay co cac c tinh la lin kt cac ia im ia ly, inh gia thp, thc n it a dang va cht lng cua san phm cao. Trong cuc canh tranh vi cac thng hiu quc gia ln con co cac chui nha hang thng hiu ia phng nh Dominos Pizza, Chick-Fil-A. Chin lc cua cac nha hang thc n nhanh ia phng nay la tp trung vao cung cp cho khach hang cua ho mt s thay th nhanh chong, gia re va cac thng hiu
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quc gia. Nhng doanh nghip nay cung cp mc gia thp va cht lng thp trong vai ia phng. Ngoai ra, canh tranh trong linh vc thc n nhanh con co cac cng ty Chichis (nh hng Mexico), Olive Garden (nh hng ), Red Lobster (nh hng hi sn). Chin lc cua cac cng ty nay la tp trung vao s khac bit, inh gia cao va s lng mon n trong thc n cung tng i a dang. Cac c tinh cua chin lc khac nhau ma tng cng ty theo ui a tao ra nhiu nhom chin lc trong nganh thc n nhanh: Tuy nhin cac nhom chin lc trong nganh thc n nhanh chu yu c phn theo mc gia va s a dang cua thc n, nhom chin lc c phn theo mc gia va mc thm nhp thi trng Cac nhom chin lc c phn theo mc gia va s a dang cua thc n gm co 3 nhom chinh

Cao

Chichis ,Olive Garden, Red Lobster..

Red Lobster ..

Gia
Mc Donald, Buger King, Wendy, Hardees, Jack in box, Taco bell, Subway Dominos Pizza, Chick-Fil-A...

Thp It a dang

S la chon

a dang

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Theo biu trn trong ngnh c 3 nhm chin lc chnh: Nhm cc nh hng thc n nhanh ln (McDonalds, Burger King, Wendys, , Taco Bell, Hardees, Jack in Box, Subway) vi gi c bnh dn v s la chn sn phm hn ch. (quick service restaurant)
-

Nhm cc nh hng cao cp nh Chichis (nh hng Mexico), Olive Garden (nh hng ), Red Lobster (nh hng hi sn) vi gi cao v s mn nhiu hn. (casual dining restaurant)

Nhm cc nh hng cung cp thc n tng i y (Dominos Pizza, Chick-Fil-A...) vi gi c thp v s lng cc mn nhiu v tng i phong ph.

2.2.3 Trang thai cua nganh Theo bao cao v mc tng trng cua nganh thc n nhanh tai My trong 10 nm qua cho thy. Tc tng trng cua nganh thc n nhanh ang co xu hng giam dn va thm ch la mc m trong giai oan khung hoang tai chinh kinh t toan cu. Trong giai oan hin nay, tc m thm ca hang mi trn thi trng My cua cac cng ty ln ang giam dn va cac cng ty ang c gng m rng pham vi hoat ng cua minh ra thi trng quc t. Hin nay mc canh tranh cua cac cng ty trong nganh la rt cao, trong nganh ang din ra cuc chin v gia gia cac cng ty, c bit la cac cng ty ln nh McDonalds, Burger King, Yum.cac cng ty ang c gng gianh git thi trng vi cac i thu cua minh cung c thi phn. Trc nhng thng tin trn co th khng inh rng, nganh thc n nhanh tai thi trng My ang trong giai oan bao hoa. 2.3 Kt lun v phn tch ngnh 2.3.1 Lc lng dn dt s thay i trong ngnh S thay i tiu dng ca ngi mua Trong khong thi gian nghin cu t nm 2000 n 2010 th s thay i trong tiu dng l yu t chnh nht lm thay i ngnh. Ngi tiu dng c xu hng quan tm ti sc khe nhiu hn v nhn thc ca h v thc n nhanh cng thay i. c bit l nhng lo ngi v hm lng cht
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bo, chin xo, hm lng mui v sn phm tht. Ngi tiu dng c xu hng chn nhng thc phm t cht bo v tt cho cho sc khe hn. iu ny lm cho sn phm thc n nhanh phi thay i. Cc sn phm cn quan tm n hm lng dinh dng nhiu hn tt cho sc khe hn. Cc qung co khng nhng hng ti s tin li m cn phi hng ti gi tr. 2.3.2 Phn tch ng thi i th i th ca Subway l cc cng ty ln trong ngnh thc n nhanh c th k n l: Mc Donald, Wendy, Buger-king, Yum cnh tranh trong mi trng khc lit hin nay th cc Subway cn hiu r chin lc ca i th cnh tranh ca mnh a ra nhng chin lc ph hp. Bng th phn ca thc n nhanh th trng M:

Da vo hnh trn ta thy th phn ca McDonald trn th trng M gim, tuy nhin n vn chim th phn cao nht vi 12.7%, tip theo l Yum! Brands vi 9,7%,
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Wendys vi 6.6%, Starbucks vi 5.9%, Burger King vi 5.1%, Subway vi 5.0%. Tuy th phn ca Subway khng bng cc i th cnh tranh nhng th phn ca Subway ang c xu th tng mnh nht so vi cc i th. Nh vy, vi vic chim th phn cao nht trong th trng thc n nhanh, sn phm tng t c th thay th, Mc Donald l i th cnh tranh chnh ca Subway. McDonalds Hin nay McDonalds a ra chin lc nh hng a phng ca th gii. McDonal ang c gng p ng nhu cu ca tng a phng. Mc Donald cn gn my quay ti cc ca hng, sau pht li cho mi ngi xem cc quy trnh ch bin sn phm ca h, nhm cam kt vi khch hng v cht lng v v sinh an ton thc phm ca h. Buger King Trong cc bi pht biu ca mnh, ng Ben Wells gim c ti chnh ca Buger King ni: Chng ti mun cung cp thc phm vi chi ph gi hiu qu. Qua ta thy Buger King ang c gng thay i nhm cnh tranh v gi. Wendys ng Ian Rowden, ph ch tch iu hnh v gim c tip th ca Wendys c pht biu: Chng ti bit rng s ci tin mi cp - t thc n cho ti ng gi cho s tri nghim ca khch hng trong cc nh hng ca chng ti- l quan trng cho s thnh cng. Mi th c lin kt mt cch chin lc v lm vic mt cch cht ch Wendys ang c gng i mi trong hot ng p ng tt nht nhu cu ca khch hng, to ra li th cnh tranh vi i th. 3.2.3 Cc nhn t then cht cho thnh cng Cc nhn t then cht to nn thnh cng ca mt ngnh l nhng nhn t tc ng mnh nht ti kh nng thnh t trn th trng ca cc thnh vin trong ngnh Qun l chi ph hiu qu
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Kim sot chi ph rt quan trng trong ngnh cng nghip thc n nhanh. Li nhun bin ca nh hng thng khng cao do h thng kim tin t vic bn nhiu sn phm (theo nghin cu ca website street directory). Cc ca hng cn qun l thc phm u vo, gim thiu thc phm tha, thu li nhun da vo tnh kinh t theo quy m do mua nhiu sn phm t nh cung cp. a im Bt c ca hng thc n nhanh no cng cn c a im thch hp th mi c kh nng pht trin. Thc n nhanh l mt s tin li do cn phi t ca hng ti ni c lu lng ngi ng c,d dng tip cn. V d Subway c cc m hnh ca hng c kh nng va vi mi khng gian d l nh hp m i th cnh tranh khng th lm c. Cc ca hng Subway thng c t khu vc ng ngi qua li nh sn bay, bo tng, cng vin, sn vn ng, trng i hc v cao ng, khu vc qun s, trng hc, trm xe but, ch hay mt thnh cng khc ca Tacobell trong vic la chn a im l khu vc rng ri, xe con c kh nng chy vo, khch hng khng cn xung xe m vn mua c sn phm thng qua ca s va tm vi. Nghin cu v pht trin - nm bt cc nhu cu ca khch hng Vic theo di thay i trong nhu cu n ung ca khch hng gip cc cng ty trong ngnh nm bt tt hn nhu cu ca ngi tiu dng v hin nay ch n nhu cu thc n tt cho sc khe hn. Vi vic nghin cu khng ngng v sn phm cng nh thay i ci tin cc quy trnh qun l ti nh hng chnh l cng c m cc hng trong ngnh s dng mnh nht to nn v th trn th trng. 3.2.4 Trin vng ngnh v tnh hp dn Sau khi phn tch v nh gi mi trng v m v s cnh tranh trong ngnh nhm rt ra c cc c hi v de da i vi Subway nh sau: C hi - Nhn chung so vi cc cng ty trong ngnh, th phn ca Subway ch t hn McDonalds v Yum! Brand nhiu, so vi cc i th th th phn tng i ngang nhau.
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- Khch hng c xu hng chuyn sang thc n nhanh c li cho sc khe. - Ton cu ha to c hi cho cc cng ty m rng ra th trng th gii. e da - Tim nng tng tng ca ngnh cao cho n nm 2007, sau bc vo giai on ba ha nn ngnh c kh nng chng li. - Trong ngnh hin c mt s ng ln nh McDonals, KFC, Burger King chim th phn ln, dn u v doanh s, hot ng cnh tranh s tr nn gay gt. - Vn dch bnh, nhim thc phm cng ngy cng gia tng. Kt lun: Vi th mnh v nh v sn phm cht lng p ng nhu cu n ung khe mnh ca Subway th nhng thay i trn lm cho ngnh tr nn hp dn hn vi Subway.

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PHN 3. NGHIN CU CHIN LC 3.1 Chin lc cng ty 3.1.1 Lnh vc hot ng Tp trung vo lnh vc nhng quyn thc n nhanh Nm 1974, khi ang iu s hu v iu hnh 16 ca hng sandwich th Fred Deluca nhn thy rng tng trng nhanh chng ch c th thc hin bng cch nhng quyn thng mi. n nay Subway khng s hu hay iu hnh mt nh hng no m ch dnh ring cho hot ng nhng quyn thng mi. Chui ca hng Subway c xy dng trn khi nim nhng quyn cc n v cho cc ch s hu c lp. Vic ch tp trung vo mt lnh vc thc n nhanh v ch tp trung vo nhng quyn iu ny to nn s thnh cng cho chui ca hng subway ngy nay. Nm 2001 Subway c 15000 nh hng th n nm 2010 s ca hng tng n hn 33000 ca hng. Ch trong vng 10 nm s ca hng tng ln gp i. 3.1.2 Cc hot ng Hp tc thng hiu Trong nm 2000 Subway cng thc hin hp tc thng hiu vi chui ca hng pizza Little Caesar vi mc tiu nng cao doanh s cng ging nh nhng hp tc thng hiu trc y m Subway thc hin vi TCBY Systems Inc. Vo thng 3 nm 1997. TCBY bn Yogurt ng v nhng mn trng ming khc. Tha thun ny cho php ngi c nhng quyn kt hp thng hiu v dch
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v ca TCBY v Subway trong mt a im. Trong cc hot ng kt hp, hai thng hiu chia s cng khng gian, lao ng, v qun l, nhng duy tr s nhn bit thng hiu ring bit vi ng phc, by tr, menu v nguyn tc phi mu ring bit. ngha: Hp tc thng hiu gip chui ca hng subway m rng thm cc a im bn hng v thm nhp c vo cc ca hng bch ha, cc bnh vin, cc trng i hc, tn dng c cc a im dng chung vi TCBY Systems Inc cng nh s dng chung a im vi Little Caesar. Vic tng thm s ca hng ny lm cho Subway tng thm danh ting, doanh thu v li nhun. 3.2 Chin lc quc t 3.2.1 Cac dich chuyn quc t cua cng ty. Bt u t nm 1984 Subway bt u m rng hoat ng cua minh trn thi trng quc t bng vic m ca hang u tin cua minh tai Bahrain. Sau o la tip tuc cac hoat ng thm nhp thi trng tai cac nc nh Canada, Mexico, Nht Ban, cac nc Trung ngHin nay Subway hoat ng trn pham vi toan th gii tp chung chu yu chu My, chu u va chu ai Dng. Hu ht cac cua hang cua Subway trn th gii u hoat ng theo hinh thc nhng quyn. Ngi c nhng quyn s hu ca hng v hot ng vi thng hiu Subway. Hin nay Subway ang la thng hiu nhng quyn thanh cng nht trn th gii vi khoang hn 30000 ca hang nhng quyn hoat ng trn pham vi 98 quc gia. cac ca hang nhng quyn thi Subway a ra cac tiu chun chung cho toan b h thng ca hang nh trang tri ca hang, cht lng san phm, gia ca Ngoai cac ca hang truyn thng, h thng ca hang Subway con co mt cac ia im phi truyn thng nh khu chung c, trung tm mua sm, toa nha vn phong, trng i hc, sn bay, cn c qun s, bnh vin co th phuc vu tt nht nhu cu cua khach hang ap ng c s tin li cua thc n nhanh. iu chinh yu ma Subway mun mang ra thi trng quc t la kha nng iu hanh hoat ng ca cac ca hang gip h c th cung cp c sn phm ti ngon v
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c o. Nhng ngi c nhng quyn phi tham giam mt kha hc chuyn su trong vng hai tun nm vng cch thc iu hnh hot ng ca mt nh hng theo tiu chun ca Subway. 3.2.2 Ban hoat ng quc t cua cng ty

Bt u t thi im Subway m rng thm nhp thi trng quc t vao nm 1984 n nay Subway a at c s tng trng vt bc vi hn 35000 ca hang hoat ng trn pham vi hn 98 quc gia. Hin nay s ca hang cua Subway chu yu vn tp trung tai thi trng My vi hn 24500 ca hang vi doanh s chim khoang 80% doanh s toan cu cua Subway. Trn pham vi quc t Subway hin co hn 10000 cua hang hoat ng cac quc gia khac nhau va a vt qua McDonald tr thanh thng hiu nhng quyn co mc phu song rng nht trn th gii. Nhng tc tng trng cua Subway khng dng lai y: Cng ty lun ch ng quy hoch th trng. Nhng khu chung c, trung tm mua sm, ta nh vn phng lin tc mc ln chnh l th trng bt tn cho chng ti khai thc sng lp vin Fred DeLuca tit l. 3.2.3 Muc ich khi dich chuyn quc t iu n gian i vi mt cng ty m rng hoat ng cua minh ra thi trng quc t nh Subway la tim kim c li nhun nhiu hn t cac thi trng tim nng. Nhng ni ma san phm cua minh c khach hang on nhn va a chung.

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GVHD: TS. Nguyn Thanh Lim

Co th noi Subway a rt thanh cng tai thi trng My, nhng nganh thc n nhanh My ang gn ti mc bao hoa, hn na tim nng cua thi trng quc t la rt ln nn vic m rng ra thi trng quc t tim kim nhiu li ich la iu ma Subway mun hng ti. 3.2.4 Thach thc khi dich chuyn quc t Khi Subway thm nhp vao thi trng mi thi thach thc u tin no phai i mt la vic xy dng nhn thc v thng hiu va tim hiu s thich cua khach hang tim nng. Mc du khach hang cac nc Chu My, Ty u nhn thc v san phm Sandwich it cht beo rt tich cc, ho on nhn mt cach nng nhit nhng khach hang cac nc Chu A- Thai Binh Dng thi ngc lai. Vi ty l beo phi trong dn s thp, cac thng tin xu v thc n nhanh nhiu cht beo a khng mang n s thay i ln trong nhn thc cua ngi tiu dung nhng khu vc nay v cac san phm sandwich it cht beo nh cac nc phng Ty. Trong khi o cac thng hiu nh McDonalds, KFC cac thi trng chu A ang tng trng mt cach manh me. Theo mt nghin cu c thc hin thng qua email va cac din an trc tuyn tai Trung Quc khao sat hn 200 ngi a cho kt qua rng: hn 80% ngi c hoi cha tng nghe ti thng hiu Subway. y la mt minh hoa v mt trong nhng vn quan trong nht cua Subway Trung Quc noi ring va khu vc Chu A noi chung la s nhn thc v thng hiu cua Subway khu vc nay la thp. Fredrick A. DeLuca, thm ch cn tha nhn trong mt cuc phng vn nm 2005 l tng trng cua Subway chu - Thi Bnh Dng vn cn rt chm v" khng cn hiu qu ", mc d ng vn tin rng Trung Quc ni ring la mt thi trng tim nng ln. Thach thc th hai ma Subway phai i mt khi bc vao thi trng quc t chinh la s khac bit v vn hoa. Vic m rng hoat ng cua Subway sang cac thi trng chu A gp nhiu tr ngai ln v vn hoa nh cac nc Trung Quc, Nht Ban va cac nc ng Nam A thi vic dung cm cho cac ba n vn la chu yu hn la dung banh my, nh vic ngi n king n thit bo, ngi Israel king n thit heo.

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Cac thach thc nay a tao ra nhng kho khn nht inh cho Subway trong qua trinh m rng toan cu. iu nay oi hoi Subway phai co nhng chin lc thich hp co th canh tranh vi cac i thu khac trn thi trng quc t. 3.2.5 Subway vt qua cac thach thc quc t i mt vt qua nhng kho khn do s nhn thc v thng hiu Subway cac nc khu vc chu A thp, Subway tin rng vic ap dung m hinh nhng quyn Khng bt u t s 0 a c s dung bi McDonald va KFC tai cac khu vc nay se mang lai s phat trin nhanh chong cung nh s tng trng dai han cua Subway trong tng lai. Trong m hinh nay, Subway khng cp phep m ca hang mi, thay vao o tp trung nhng quyn cho cac ca hang a co thi gian hoat ng t trc. y la cach a mang lai thanh cng cho Subway bi vi: - Th nht: Cach nay lam giam rui ro trong nhng quyn khi chuyn giao cho mt ca hang co hoat ng n inh, co nhng khach hang trung thanh va a co c li nhun. - Th hai: Cng ty co th kim soat tt hn cht lng va tiu chun dich vu, san phm va quan ly chui ca hang hiu qua hn. vt qua nhng thach thc ma Subway ang phai i mt trn thi trng quc t. Subway a thc hin cai cach cac san phm cua ho cho phu hp vi cac nn vn hoa. Ho a co nhng thay i nho trong thc n ap ng tt nht nhu cu cua tng ia phng. Vi du nh n , Subway a loai bo thit bo ra trong tt ca cac mon trong thc n. Israel a s dung cac loai thit khac thay cho thit heo 3.3 Chin lc cp n v kinh doanh 3.3.1 Nhu cu khch hng v phn on th trng Khch hng tm n Subway tha mn nhu cu n ung trong tng sn phm. Th trng mc tiu m Subway hng n l tt c cc khch hng c nhu cu n ung. Mc d nhng ngi ny c hon cnh sng v khu v n khc nhau, tuy nhin ai cng c nhu cu mt ba n nhanh v lnh mnh vi mt ch dinh dng

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GVHD: TS. Nguyn Thanh Lim

thch hp. Theo , Subway nghin cu v thit k chin lc marketing v cc dng menu sao cho ph hp vi nhm khch hng ny. 3.3.2 Cc nguyn tc v phng php hnh thnh cc n v kinh doanh chin lc Subway ch tp trung kinh doanh trn lnh vc nh hng n nhanh, do vy chin lc kinh doanh ca n ch bao gm mt n v kinh doanh duy nht: SBU nh hng thc n nhanh. 3.3.3 Chn la chin lc kinh doanh chung Trong khi cc cng ty McDonals, KFC i theo chin lc dn do chi ph th Subway li chn cho mnh chin lc khc bit ha. Chin lc ny nhm to khc bit v sn phm thng qua : cht lng sn phm v p ng khch hng. Cht lng sn phm Subway lun t ho v sn phm ca mnh, cc thnh phn nguyn liu trong sn phm u l nhng th ti ngon nht, v Subway khng giu gim iu g vi khch hng. Khng ging bt c ca hng no khc, tt c cc sn phm m Subway ch bin u ti, khng b chin hoc ng lnh. nh hng sn phm ca Subway l hng vo sn phm khe mnh nn lun c gn tp trung ci tin, ch bin mn n cho c li cho sc khe nht.

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GVHD: TS. Nguyn Thanh Lim

Da vo s liu thng k trn, c th thy c ch s NPI (dng o cht lng dinh dng tng th xem xt cc cht dinh dng tch cc v tiu cc trong thc phm c pht trin bi cc nh nghin cu ti Vng quc Anh cho Vn phng Truyn thng (Ofcom) hng dn) ca Subway kh cao so vi cc ca hng khc, chim 65% trn tng s 100%, vt kh xa so vi cac i th nh KFC t 39%, McDonals t 36%, tng t Tacobell v Starbucks t tng ng 35% v 32%.

Ti Subway, thc n cc mn n tt cho sc khe dnh cho khch hng cng a dng. Bng thng k s lng mn n trong thc n tt cho sc khe ti trn cc cng ty thc n nhanh cho ta thy c Subway c s lng mn n tt cho sc khe nhiu, mc d cn thua Starbucks vi 36 mn, Dunkins Donuts vi 46 mn v Sonic 52 mn nhng s lng cc mn n chnh ch yu phc v cho ba n tra hoc ti l cao nht 16 mn trong khi cc ca hng khc th khng c nhiu nh vy, h phc v n tra, c ph, ung khc. Nhm to lng tin cho khch hng, Subway b sung trn trang Web ca mnh nhng thng tin v cc cht dinh dng cng nh cc li khuyn v sn phm, t khch hng s c thm nhiu thng tin hn v sn phm mnh n cng nh an tm v cht lng ca sn phm. p ng khch hng c th p ng nhu cu khch hng tt hn, Subway cho khch hng ty chn kt hp cc thnh phn nguyn liu theo thch ca mnh vi hn 2 triu cch kt hp thnh phn bnh sandwich khc nhau, tha mn ti a nhu cu cc c nhn. Thc phm ti Subway khng c lm trc m ch lm khi khch hng gi mn. iu c bit ti y l khch hng c th chng kin quy trnh lm bnh ngay tai ch. C th thy ti Subway khch hng c chng kin v ng gp nhiu hn vo
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cng on ch bin sn phm. Ngoi ra khch hng c th hi nhn vin v tn tng thnh phn trong mn n nu c thc mc v n. Nu khch hng cm thy bnh m khng c nng, c th yu cu nhn vin hm nng bnh cho mnh. Ti Subway, khch hng lun nhn c s phc v chu o nhit tnh. 3.4 Chin lc chc nng 3.4.1 R&D Nhm cng c pht trin hnh nh sn phm cht lng trong mt ngi tiu dng, Subway c gng ci thin khng ngng cc thnh phn dinh dng trong mn n. Subway ct gim lng mui trong bnh m 15%, ngoi ra cn tuyn b s ct gim lng Natri khong 20% nhm n lc. Ti Subway c: o 4 loi bnh m c hm lng calo di 300 o 7 loi bnh m c hm lng calo di 350 o 11 loi bnh m c hm lng calo di 400 (trong hn l loi bnh m 6 inch) o 14 loi bnh m c hm lng calo di 500 (trong hn 2/3 l loi bnh m 6 inch) Nhng bc i ny nhm nh v sn phm mt cch r rt, nhng cng vi danh ting lu i v cht lng, chng thc s gip Subway gia tng nhn thc ca ngi tiu dng v th mnh ct li ca nhn hng; t cng ty c c s tip tc tp trung vo qun l v pht trin li th cnh tranh ny. 3.4.2 Marketing Chc nng marketing gip cng ty to ra gi tr thng qua nhn hiu v qung co. Subway c nhng chin dch marketing mang li nhiu thnh cng cho cng ty. a. S dng nhn vt Jared Fogle lm ngi i din sn phm.

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Cng l n nhanh song cc sn phm ca Subway c nh gi l tt cho sc khe hn rt nhiu so v McDonalds. Nu hamburger ca McDonalds thng xuyn b soi v hm lng cht bo v bt, ng thi b coi l nguyn nhn gy ra bnh bo ph th ngc li, Subway l s la chn lnh mnh. Mt ngi tn Jared Fogle thc hin ch n king ch vi bnh m g vo bui tra v bnh m kp rau vo bui ti ca Subway. Kt hp vi i b, ch sau ba thng, Jared gim gn 50kg, ch cn 150kg. Khi bit c s kin Jared Fogle, Subway thu anh lm ngi pht ngn chnh thc ca cng ty truyn t thng ip n ti (Eat fresh) v n by gi Jared vn cn l ngi i din hnh nh cho Subway. u nm 2000, sau khi c ban iu hnh chp thun kin, mt chin dch marketing m ra ti Chicago cng vi c quan qung co ti a phng. Ngay sau , doanh s bn hng khu vc tng ln 20%. ngha: C mt s thay i trong xu hng gim cn ca Jared, thi im to ra mt xu hng mi theo mt cch c bit v mi ngi bt u n nhng mn tt hn. Chin dch marketing ny thay i mi th, n a a Subway ln trn bn cnh tranh- theo Pilchen, nhn vin u tin ca Subway b. T chc lin kt vi cc t chc sc khe i i vi vic pht trin cng ty, Subway lun hng n hnh nh ca mnh trong mt x hi. Nm 2002, Subway tuyn b tr thnh i tc ca American College of Cardiologists (ACC), l nh ti tr ca American Heart Associations American Heart Walks nhm khuyn khch mi ngi vn ng nhiu hn, thay i c cuc sng khe mnh hn. Ngoi ra Subway h tr cc nhm cng ng ti Vng quc Anh, nhng nhm m np n vo t chc HRUK Healthy Heart Grant nhm pht trin cc d nng cao sc khe tim mch v li sng khe mnh. Cc chng trnh ny tng bc chng t Subway l mt doanh nghip v cng ng v cng l cch qung b thng hiu c hiu qu n nhng i tng khch hng mi. Subway cn l nh ti tr cho The American Heart Association's Jump Rope for Heart v Hoops for Heart. Cc chng trnh ca cc t chc ny nhm to ra cc hot ng b ch cho tr em, thm vo cn c cc chng trnh gy qu cho cc nghin cu v bnh tim v t qu
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ngha: v Subway lin kt vi rt nhiu t chc sc khe, n rt c li cho Subway. Khi lm vic vi cc chuyn gia v sc khe, h s lun b sung cc quan im ca mnh v cc sn phm, nng ln mt mc cao hn v t duy dinh dng v nhng vic nn lm, n cho php Subway m ra hng i khm ph trong tng lai. c. Cc slogan trong cc chin dch

"Fresh is best" (2006) "I feel good" (2009ti Australia/New Zealand) "You can have it my way, or Subway" (2005ti Edinburgh SAS) "Subway, Where Winners Eat" (2009 ti Series and Subway's Scrabblecompetition gi u Little League World

"We've Got A Sub For That" (2009 ti the UK and Ireland) "Play Hard, Eat Fresh" (2009 ti Australia nhm vo tr em) "Five Dollar Foot Long" (2008) "Any, any, any" (2010 Used in Five Dollar Foot Long any regular foot long commercials) "Only at Subway" (2008) "We've got a Sub for that!" (2009) "Have a Fresh Fit Day!" (2010) "Ride Hard, Eat Fresh" (2010) "Eat Bold." (2010) "What a card!" (2010) "Eat Fresh." (March 1, 2000) "Choose Well." (2004) "Think Fresh. Eat Fresh." (2008 Canada)

Subway hng nm vn tung ra cc chin dch u n nhng c th thy xu hng cc chin dch gn y tp trung vo sn phm ti. c bit trong nm 2008, Subway tung ra chin dch Five Dollar Foot Long trn khp nc M. y c xem l chin dch thnh cng nht ca cng ty t trc n nay.

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ngha: vic tung ra cc chin dch thng xuyn nhm li ko khch hng, hng mi ngi n vi sn phm ti v gip cng c th phn. 3.4.3 Quan tri vt liu H thng kim sot ICP ICP la mt t chc c lp cua Subway no co tru s tai Miami,Florida. Chc nng cua ICP la thng lng vi chi phi thp nht cho hang hoa va dich vu, ng thi nng cao cht lng, nng cao kha nng canh tranh, am bao gia tri tt nht cho cac ca hang cua Subway cung nh khach hang cua ho. i ngu quan ly cua ICP a la chon cac i tac thng mai mt cach thn trong va quan ly hiu qua cac chi phi va rui ro v vn, phn phi cac san phm va dich vu trong nganh cng nghip thc phm. Trach nhim cua ICP la mua sm tt cac cac nguyn liu, thit bi cua Subway cho cac ca hang Canada va My thng qua am phan v gia, phn phi va cac iu khoan cung ng. ICP tham gia vao tt ca cac cp cua chui cung ng mang lai hiu qua chi phi tt nht cho bn nhn quyn cua Subway. Thay vi mua vi mt s lng nho, ICP tng hp cac n t hang cua cac ca hang nhng quyn, sau o tin hanh t mua vi s lng ln hn, iu nay a lam chi phi n vi trn mt san phm giam xung. Hiu qua hoat ng cua ICP la thy ro, trong giai oan t nm 1997 n 2009, nh co hoat ng cua ICP, a tit kim cho Subway hn 1 ty USD chi phi.Bng vic s dung h thng ICP trong kim soat hoat ng cua minh, a giup cho Subway kim soat cac yu t u vao mt cach hiu qua, giam thiu cac h hong cua cac nguyn vt liu trong khi chi phi thp hn so vi cac i th khac. 3.5 T chc thc hin chin lc C cu t chc Chui ca hng Subway l chui ca hng ln nht th gii, v n c 150000 nhn vin hn 33 ca hng trn 90 quc gia. Bi v ln ny, Subway c hn 700 nhn vin phc trch pht trin v h tr ti tr s chnh Milford, Ban Connecticut.
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Cng ty chia thnh cc phng ban sau: Phng iu hnh, Phng hnh chnh, Phng nhng quyn thng hiu, Phng Pht trin, Phng hot ng, Phng Marketing, Phng ti chnh, Phng php l. Ngoi ra cn c 5 vn phng a l to nn s tng trng hot ng ton cu: - Ngi cp php chu u c h tr t Amsterdam, Netherlands; - Ngi cp php Australia and New Zealand c h tr t Brisbane, Australia; - Ngi cp php Chu c h tr t Singapore. - Ngi cp php Trung ng v Chu Phi c h tr t Beirut, Lebanon; - V ngi cp php t Chu M latinh v Caribe c h tr t Miami, Florida. Ngoi nhng vn phng vng min trn, cn c nhng vn phng t cc nc nh Bc Kinh, Trung Quc, Cambridge, Anh, Cologne, c, Curitiba, Braxin, Johannesburg, Nam M, New Delhi, n , Pari, Php: Prague, Cng ha Sc, Quebec, Canada, v Seoul, Hn Quc. ngha: Subway ch dch chuyn kh nng iu hnh hot ng ca hng lm sao cung cp khch sn nhng sn phm ng vi thng hiu Subway. Nn cc phng ban Tr s chnh l rt ph hp. iu ny gip Subway tp trung hn vo cc hot ng chnh ca cng ty. Ngoi ra kim sot hot ng ca ca cc ca hng nhng quyn, Subway t cc vn phng pht trin cc khu vc a l khc nhau gip d cc ca hng ny vn hnh theo tiu chun ca Subway. 3.6 Thnh tu chin lc Thnh tu th trng: Sau 46 nm hot ng trong ngnh thc n nhanh, Subway t c nhng thnh tu th trng m cc i th trong ngnh mong mun. Nm 2002, Subway m ca hng th 17000 vt qua ng hong ca thc n nhanh l Mc Donal v s c hng v tr thnh thng hiu thc n nhanh c s ca hng nhiu nht trn ton th gii. n nm 2010, Subway c hn 33000 ca hng v c mt 98 quc gia trn ton th gii. Th phn:
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Trong nm 2007, Trn th trng th gii Subway chim hn 10% th phn trong ngnh thc n nhanh, ch xp th hai sau McDonalds, chim 19% th phn trong ngnh. Thng hiu: Nm 2003, Subway chin thng gii bc chin thng gii thng Bc Skillet t tp ch Restaurant Business. Subway nhanh chng pht trin thng hiu ca mnh, n nm 2005, Subway tr thnh thng hiu nhng quyn tt nht Bc M do tp ch Ti chnh ton cu bnh chn. n nm 2010, Subway c xp vo tp 10 thng hiu nhng quyn tt nht vi tng s ca hng nhng quyn l 33188 ca hng (theo bang xp hang tp 500 thng hiu nhng quyn tt nht do Entreprenuer.com binh chon)

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3.7 Phn tch SWOT

GVHD: TS. Nguyn Thanh Lim

im mnh (S) 1. 2. 3. 4. C hi(O) a) Nhu cu thc n nhanh tt cho sc khe tng ln b) Ton cu ha Mng li ca hng nhng quyn trn ton cu Thng hiu c bit n nh l nh cung cp sn phm tt cho sc khe Chi ph bt u ca hng nhng quyn thp cng vi kh nng h tr tt Kh nng pht trin sn phm. Phi hp S-O 1.

im yu(W) S khng ng nht trong vic cung cp dch v gia cc ca hng.

Phi hp W-O

(2a) T chc lin kt vi cc chng trnh truyn hnh v sc khe. (2a) Cc chin dch qung co v slogan hng v sn phm ti ngon. (4a) S dng Jared lm ngi pht ngn. (3b) M cc ca hng phi truyn thng.

e da(T) a) b) c) Ngnh thc n nhanh M trong giai on bo ha to nn cnh tranh gay gt. Dch bnh ton cu nh hng n thc phm Kinh t suy thoi lm nhu cu thc n nhanh gim.

Phi hp S-T (3a) Gia tng nhng quyn trn th gii.

Phi hp W-T (1b) H thng kim sot ICP (1a) Thit lp h thng quan st bn l

PHN 4. PHN TCH LI TH CNH TRANH 4.1 Li th canh tranh

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V Subway khng tham gia thi trng chng khoan, nn cac thng tin v tai chinh cua Subway it c tit l. Tuy nhin theo nh bao cao cua Hip hi nha hang Quc gia Hoa Ky. Thi trong giai oan 10 nm nay, thi li nhun trung binh cho tt ca cac nha hang My la 5%. Trong khi o, bao cao cung co cp ti rng. Li nhun trung binh cua chui nha hang Subway trong giai oan nay trung binh la t 20- 25%. Nhng ca hang hoat ng tt thi li nhun co th ln ti 28-30%. iu nay co nghia tinh trung binh cho mt cua hang hoat ng tt, hang nm ho co th kim c li nhun khoang 90.000$ n 112.500$. Vy t nhng thng tin trn co th thy c rng, Subway la mt cng ty co li th canh tranh trong nganh thc n nhanh. Subway co c li th canh tranh trong nganh thc n nhanh la vi no a tao ra c gia tri cam nhn cao cho khach hang bng vic Subway inh vi san phm cua minh la nhng san phm tt cho sc khoe, it beo khac bit so vi nhng i thu khac trong nganh thc n nhanh. Ngoai ra h thng hoat ng hiu qua a lam giam chi phi trong hoat ng cua chui ca hang Subway. 4.2 Ban cht cua li th canh tranh Nh chng ta bit, c 4 khi to ra li th cnh tranh l ci tin vt tri, p ng khch hng vt tri, cht lng sn phm vt tri v hiu qu vt tri. Sau khi phn tch chng ti nhn thy ap ng khach hang vt tri la khi tao ra li th canh tranh manh me nht cho cng ty. Chung ti se tp trung phn tch khi tao ra li th canh tranh nay. ap ng khach hang vt tri Mt cng ty p ng khch hng vt tri phi c nhu cu nhn din v tha mn nhu cu khch hng tt hn so vi i th cnh tranh. Subway p ng khch hng vt tri so vi i th cnh tranh thng qua cht lng sn phm ca mnh v ti a ha nhu cu mi khch hng. Nh phn tch trn, cht lng sn phm ca Subway c th hin qua cc ch s dinh dng tng hp trong tng sn phm, n u vt tri hn so vi cc i th khc mc d h vn c gng a ra sn phm ti, ngon tng ng. Cc sn phm
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GVHD: TS. Nguyn Thanh Lim

ca Subway u c lng calo thp, t bo, lng mui v natri cng thp hn so vi cc sn phm cng loi vi i th cnh tranh Kha cnh th hai m cng ty hng n l ti a ha nhu cu c bit ca tng khch hng. Trong khi xu hng cc nh hng thc n nhanh tp trung to ra nhng sn phm p ng nhu cu n ung thun ty ca khch hng, hay em li s thun tin, nhanh chng cho h, b qua cc vn dinh dng trong sn phm, Subway nhanh chng nhn ra xu hng mi trong nhu cu n ung ca khch hng. Ngi ta c xu hng ch n thnh phn dinh dng trong sn phm, khng ch th, nhu cu khch hng mun n mt cch ngon lnh trong khi vn p ng dinh dng cho mnh. p ng nhu cu mt ba n dinh dng cho khch hng, Subway a ra nhng sn phm phc v tt hn cho nhu cu khch hng. tha mn ti a nhu cu c bit mi c nhn, Subway cho khch hng la chn kt hp thnh phn nguyn liu trong sn phm c c chic bnh theo thch vi mc dinh dng thch hp, mi khch hng s thy hi lng hn v sn phm . Ngoi nhng sn phm c thit k sn theo thc n vi mc nng lng cn thit, khch hng yu cu thm pho mt v st mayo ln bnh sandwich v d nhin nng lng v mc cht bo tng ln (nu bn mun tng lng calo, cht bo). y l mt s la chn tt hn so vi phn ln cc nh hng th n nhanh khc. Subway cng cung cp nhiu sn phm dinh dng ph - sa chua, to v nho kh bn c th lm cho mt ba n y m vn cn hp l trong calo v cht bo bo ha. Vi s p ng nhu cu n lnh mnh thng qua sn phm ca mnh cng nh mang li s t do la chn thnh phn trong mn n m vn p ng c nhu cu dinh dng ca mi khch hng, Subway chng t c s p ng khch hng vt tri hn so vi cc i th khc. 4.3 Ngun gc cua li th canh tranh 4.3.1 Ngun lc hu hinh 4.3.1.1 Ti chnh

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NHM SUBWAY

GVHD: TS. Nguyn Thanh Lim

Chui ca hng thc Subway xy dng theo hnh thc nhng quyn. Nhng ngi c nhng quyn t u t xy dng mt ca hng mi. Do vy Subway c c s t ti tr vn rt ln t nhng ngi c nhng quyn. 4.3.2 Ngun lc v hinh 4.3.2.1 Nhn s c c ch ng nh ngy hm nay, Subway nh cy rt nhiu vo i ng pht trin kinh doanh ca mnh. Vi kinh nghim dy dn v hiu bit su v kinh doanh fastfood, 4.3.2.2 Sng kin Subway l mt trong nhng thng hiu ng u trn th gii v sn phm thc n nhanh sc khe, ti ngon, lun bit cch to ra s kt hp kho lo gia cc thnh phn trong chic bnh sandwich m vn gi c mc nng lng theo yu cu khch hng. Ngun sng kin c to ra khng ch t cc u bp, m cn c s ng gp khng nh ca cc chuyn gia dinh dng, i ng nhn vin trong b phn R&D. H lun c gng tm ti cc xu hng mi ca ngi tiu dng, cc cng thc ch bin gia tng cht lng sn phm cng nh dch v km theo. tng cho khch hng t chn thnh phn trong chic bnh cng l mt tng c o ca Subway. Mt thng k khng chnh thc cho bit, nu tnh trn ton th gii, khch hng c th kt hp cc thnh phn hai triu loi bnh sandwich khc nhau. Nh vy, kh nng khch hng phi n cng mt loi bnh ti Subway l rt t. Hay ti Subway s dng quy trnh gi l dng chy tng phn gip gim khim khuyt sn phm v phn d tha ca bnh m sandwich. S dng quy trnh ny i hi cn mt i ng nhn vin lm vic thay v mt ngi, Cc thnh vin trong nhm s b tng thnh phn vo sn phm, sau chuyn sang ch khc dc theo ng phc v. Mi ngi thc hin mt nhim v quy nh. 4.3.2.3 Danh ting Danh ting v sn phm tt cho sc khe. tin cy cht lng c khch hng nh gi cao.

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NHM SUBWAY

GVHD: TS. Nguyn Thanh Lim

C th ni trong lnh vc thc n nhanh, khng ai l khng bit n ci tn Subway, l thng hiu thc n nhanh ln th 2 th gii sau McDonalds. Subway ni ting v tc tng trng ca hng nhng quyn mt cch chng mt (trung bnh hn 2000 ca hng trong 1 nm trn ton cu) cng nh sn phm c bit n l ti ngon, tt cho sc khe iu c chng minh qua s lng ca hng lin tc m ra ton cu v nh , khch hng Subway cng lc cng gia tng. iu ny cng ng gp mt phn vo thnh cng Subway. 4.3.3. Cc kh nng 4.3.3.1. Kh nng o to nhn vin v cc franchise Qua nhiu nm hot ng, c c h thng nhng quyn vn hnh tt cng nh hot ng n nh Subway c kh nng la chn, o to cc franchises mi t vic tm a im, t vn v qun l v thc y doanh thu. iu ny gip cho cc franchises mi hc hi v tip thu kinh nghim qu bu trc tip t nhng ngi i trc, trnh vic phi u t nhiu t thi gian n cng sc vo vic tm ti xy dng v pht trin nh hng. Hn th na, khi c lm vic trc tip vi ngi v ang lm franchise cho Subway, nhng ngi nh m nh hng s c thm t tin. 4.3.3.2. Kh nng pht trin sn phm Da vo ngun lc ca mnh, Subway c kh nng mang n nhng sn phm ti ngon, cht lng c khch hng tha nhn, c th nhn thy thng qua ch s dinh dng c trong sn phm ca Subway so vi cc i th cnh tranh. 4.4. Xc nh nng lc ct li xc nh nng lc ct li ca chui nh hng thc n nhanh Subway nhm p dng nhng kim nh sau: Nng lc ct li ng gp ng k li ch c th nhn thc c ca khc hng Nng lc ct li kh cho i th bt chc Th nht, iu ng gp li ch ng k nht m khch hng c th nhn thc c t Subway l gi tr thng qua vic thc phm ti ngon v tt cho sc khe mt cch c o. Thng qua phn hi ca khch hng Subway c nhn bit nh l mt thng hiu thc n nhanh tt cho sc khe. Mi ngi n y khng ch nhn c

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NHM SUBWAY

GVHD: TS. Nguyn Thanh Lim

chic bnh sandwich bnh thng m l mt chic bnh c thit k theo s thch ca ring mnh. Th hai, Bt u hot ng t nm 1965 n nay, qua 46 nm hot ng o to v pht trin ngun lc to s gn kt cc kh nng gip Subway cung cp sn phm ti ngon mt cch c o. McDonald, Burger King v cc i th cnh tranh khch cng mun c bn nhng sn phm t bo. H c gn a vo thc n ca mnh nhng sn phm tt cho sc khe nhng kh c khch hng v thng hiu ca h gi gn lin vi khoai ty chin v nhng chic bnh m bo ngy. T 2 kim nh trn, nhm kt lun nng lc ct li ca Subway l: Kh nng cung cp sn phm ti ngon, tt cho sc khe mt cch c o.

KT LUN Vic m rng chui ca hng trn ton cu s tip tc nng cao danh ting cng nh th phn ca Subway trn bn cnh tranh. V th trng bnh sandwich tt cho sc khe, cht lng c Subway khai thc hiu qu. Mt trong nhng chin lc hin ti ca Subway l khc bit ha. l nn tng Subway c th tip tc xy
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NHM SUBWAY

GVHD: TS. Nguyn Thanh Lim

dng s khc bit ca n vi cc i th cnh tranh. Subway c bit n vi cht lng tuyt vi v sn phm cng nh kh nng p ng khch hng vt tri. Yu t ct li trong chin lc ca Subway c v quy m, nng lc c bit v li th cnh tranh s gip chng ta hiu c bn cht chin lc ca Subway cng nh rt ra kt lun nh th no Subway c th qun l doanh nghip ca mnh mt cch hiu qu.

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