I HC NNG

TRNG I HC KINH T

KHOA QUN TR KINH DOANH

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MARKETING CHIN LC

Gio vin hng dn: TS. Nguyn Xun Ln Sinh vin thc hin: Nhm 11 1. H Ngc Tn 35k12.2 2. Phm Th Dng 35k12.2 3. Hong Ngc Bnh 35k12.2

Marketing chin lc GVHD:TS. Nguyn Xun Ln

Nm hc 2011 - 2012

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I. TNG QUAN V KFC

1. Gii thiu v cng ty KFC
KFC (KENTUCKY FRIED CHICHKEN) Corporation, c tr s ti Louisville, Kentucky, l chui nh hng chuyn v g ni ting nht th gii. Mi ngy, co hn 12 triu khch hng c phc v ti nh hng KFC ti 109 quc gia v vng lnh th trn th gii. KFC a hn 5.200 nh hng Hoa K v hn 15.000 n v trn ton th gii vo hot ng. Cng ty KFC l mt trong bn thng hiu hng u ca Yum! Brands, tp oan ln nht trong lnh vc kinh doanh nh hng vi hn 36,000 chi nhnh trn th gii. Tp oan ny c xp hng th 239 trong danh sch Fortune 500, vi doanh thu hn 11 t USD trong nm 2008.

2. Lch s hnh thnh v qu trnh pht trin

- Nm 1939: Colonel Harland Sander gii thiu vi th gii mi v sn phm sng to nht ca mnh, cng thc nguyn bn ca mn G rn Kentucky. Mi v sn phm ca KFC c gii thiu vi th gii, cng thc nguyn bn ca mn G rn Kentucky. - Vo u nhng nm 50: Colonel Harland Sandner i du lch vng quanh t nc bng t t nh hng ny n nh hng khc, nu mn g cho cc ch nh hng h nhn xt va cac nh hng tr cho ng mt Niken khi h k hp ng bn tht g rn ca ng. - Nm 1964: Sander c thm hn 600 i l c cp quyn kinh doanh tht g M v Canada. - Ngy 8/ 7/1971: Heublien Inc ginh c KFC vi 285 triu la, Heublien pht trin hn 3.500 nh hng rng ri trn ton th gii. - Thng 1/1997: 4 nhn hiu KFC, Taco Bell v Pizza Hut hp thnh mt cng ty c lp l Tricon Global Restaurants. - Vo 5/ 2002: cng ty i tn thnh Yum, l cng ty ln nht th gii v s lng qun n, nh hng vi gn 32.500 i l trn hn 100 quc gia trn th gii. - Trong nm 2004 v 2005: KFC khi ngun thnh cng vi chin dch mang tn singing soul tip bc t s thnh cng ca chin dch Soul Food nm
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2003 v 2004. Chin lc Soul Food gip KFC to c mt h thng nhn din thng hiu hon chnh v xy dng c mt mi quan h tt p vi khch hng.

Thanh tich at c:
Tng trng 25% t nm 1999 v gi tr hng ho bn ra ln n 26.5 t trong nm 2004 (theo Mintel). n v s lng khch hng ca dch v ny ng mc 177.6 nghn vo nm 2003, tng 6.8% so vi nm 1999. Nm 2003 c 5.224 triu v giao dch, tng 15.6% so vi nm 1999 (theo Euromonitor). Thc n nhanh tip tc th hin s tch cc ca n trong sut giai on va qua khi chim 53.6% cc giao dch v dch v thc phm nm 2003, vt mc th phn ca n 52.2% vo nm 1999 (theo : Euromonitor).

3. Gii thiu sn phm KFC

KFC l nh hng thc n nhanh chuyn v g. Cc sn phm tuy c cng nguyn liu nhng li c a dng ha tt to nn nhiu nhm, loi v mn n khc nhau. KFC chia thc n ra thnh 10 mc vi cc mn g, cm v rau trn... a dng phong ph. Cc mn g: y chnh l th lm cho Colonel v KFC ni ting. T nhng phn truyn thng cho n nhng ci bin th u c loi cho mi ngi

Grilled

Original Recipe

Extra Crispy

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Wings

Original Recipe Strips

Extra Crispy Strips

Popcorn

Potpie

Plated meals: Mn n phc v theo kiu gia nh

1 pc. Breast Meal

2 pc. Breast and Wing Meal

8 Wing Meal

3 Colonels Strips Meal

2 pc. Meal

Half Chicken Meal

Flavors & snacks: Phn g rn c ph st chua cay tao nn sc khc bit vi cc mn truyn thng
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Bone In-Wings Bowls: thc n ng trong t

Boneless Wings

Mashed Potato Bowl

Rice Bowl

Chicken & Biscuit Bowl

Sandwiches: Nu bn khng c thi gian thng thc ti qun v mun dung trn ng i, hy th mt phn sandwish ngon tuyt.

Doublicious

Double Down

KFC Snacker

Desserts: Sau khi tha mn cn i theo kiu gia nh, hy t thng cho mnh mt ba trng ming theo phong cch ca KFC.

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Chocolate Chip Cake LittleBucket Parfaits

Apple Pie Minis

Sides: KFC khng ch phc v mt chng loi thc n duy nht m cn cung cp cc loi khc nhau cng nh nhng mn km theo cho ba n ca thc khch thm a dng v phong ph.

Mac & Cheese Thc n cho tr con:

Cole Slaw

Green Beans

Salads: i khi cng cn cht xanh cho ba n them dinh dng. Mn rau trn lm a dng thm mt hng v mi cho thc n ca KFC

Roasted Caesar Salad

Caesar Side Salad

House Side Salad

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4. KFC tai Vit Nam

Sau mt lot thnh cng ca h thng chui nh hng thc n nhanh vi thng hiu KFC (trn 10.000 nh hng c pht trin trn ton th gii), ti Vit Nam KFC tham gia vo th trng ln u tin vo thng 12/1997 ti trung tm thng mi Si Gn Super Bowl. Gi y, h thng nh hng thc n nhanh ny c mt hu ht cc ng ph ca Vit Nam. Cc ct mc pht trin nh hng u tin ti cc tnh thnh: Thng 12/1997 - TP.HCM Thng 06/2006 - H Ni Thng 08/2006 - Hi Phng & Cn Th Thng 07/2007 - ng Nai Bin Ha Thng 01/2008 - Vng Tu Thng 05/2008 - Hu Thng 12/2008 - Bun Ma Thut Thng 11/2009 - Nng Thng 04/2010 - Bnh Dng Thng 11/2010 - TP. Vinh, Ngh An Thng 05/ 2011 - TP. Nha Trang - Khnh Ha Thng 06/2011 - Long Xuyn - An Giang Thng 08/2011 - Quy Nhn v Rch Gi Thng 09/2011 - Phan Thit Thng 12/2011 - Hi Dng

II. VIN CNH, S MNH

- Vin canh: To be the leading integrated food services group in the Asia Pacific region
based on consistent quality products and exceptional customer-focused service.

c nhm dch v thc phm tch hp hng u trong khu vc Chu Thai Binh Dng da trn s nht qun v cht lng sn phm v tp trung vo nhng dch v khch hng c bit.
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- S mnh: To maximise profitability, improve shareholder value and deliver sustainable

growth year after year.

ti a ha li nhun, nng cao gi tr cho c ng v to ra s tng trng bn vng cho nm sau

- Trit ly kinh doanh: To be the leader in western style quick service restaurants
through friendly service,good quality food and clean atmosphere Tr thnh ngi dn u trong lnh vc phc v thc n nhanh theo kiu phng Ty thng qua dch v thn thin, thc n cht lng cao v khng gian trong lnh thong ng.

- H thng gia tri: + Tin tng vo nng lc ca mi nhn vin

+ t s hi lng ca khch hng v uy tn ca nh hng ln trn ht, dm ngh dm lm, chm ch nng cao k nng phc v + Lm vic vi tinh thn ng i cao v tn vinh nhng n lc ca mi nhn vin +

- Hoat ng kinh doanh cua cng ty em lai cho cac gii hu quan: Khach hang: + Ci m, trung thc v trc tip trong mi giao dch vi khach hang. + em lai cho khach hang s hai long tuyt i i vi cht lng san phm va nhng dich vu thn thin. Nhn vin: + Khen thng, trn trng v ghi nhn cc ng gp ca mi c nhn ti KFC. + Khuyn khch nhng tng mi v sng to, v y l mu cht trong cnh tranh. C ng: + To c ngun ti chnh v li nhun vng chc cho ch u t cng nh nhn vin ca cng ty. Ban lanh ao: + Xy dng mt t chc vi s tn tm vt tri.

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+ Duy tr cam kt ci tin lin tc cho s i mi v pht trin, phn u lun l nh lnh o trong th trng thng xuyn thay i. + Cam kt bn thn cng ty cc tiu chun cao nht lun l mt th thng nhtv chuyn nghip. . + Cam kt s tng trng lu di trong doanh s, li nhun v quy m ca t chc. Xa hi: + Cac hoat ng chung tay vi cng ng. + Cung chung tay gop sc vao vic y lui nan oi th gii.

- Gia tri ct loi: Cht lng san phm tt, dich vu khach hang c bit - Mc tiu ct li: Mc ch ca chng ti l t mt n ci trn khun mt
ca ngi dn trn khp th gii v cung cp cho mi khch hng mt tri nghim c bit.

- Mc tiu di hn:
cc c ng

+ KFC l cng ty thng mi chu trch nhim vi tt c + Bng cch tr thnh cng ty c trch nhim x hi hn chng ti hy vng s thu ht c cc nh u t mi trong khi vn gi c cc c ng hin ti. + Ben & Jerries & Starbucks c c hng nhng li ch nht nh nh vic thc y nhiu trch nhim x hi hn. KFC hy vng c th t c iu ny bng cch xy dng nh dnh cho nhng ngi ngho cn thc n v ch .

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MC LC
..........................................................................................................................2 ........................................................................................................................................2 I. TNG QUAN V KFC..........................................................................................................3 1. Gii thiu v cng ty KFC.................................................................................................3 4. KFC tai Vit Nam...............................................................................................................8 II. VIN CNH, S MNH.....................................................................................................8 - Hoat ng kinh doanh cua cng ty em lai cho cac gii hu quan:...................................9 MC LC................................................................................................................................11

Muc tiu dai dan: Long-term company objective + KFC is a publicly traded company with responsibilities to all shareholders. + By becoming a more socially responsible corporation we hope to attract a new type of investor while retaining our current stockholders. + Ben & Jerries & Starbucks have benefited financially by promoting their socially responsible corporation + KFC hopes to achieve this by becoming synonymous with hospice. Chin lc quan ly: + Market Development: KFC will introduce their present and new products and services into new geographic/demographic areas. + Product Development: Bring back rotisserie chicken + Concentric Diversification: Add more to KFC product & service variety to the patients

KFC Hospice dinner Delivering outreach to terminally ill Hospice delivers meals to the terminally ill nationwide. These meals are delivered directly to the patient in their own home. Why? Political & Social Image Advances KFCs name recognition and reputation Secret Recipe Expands employee loyalty
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