Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Li m u
Trong thi i kinh t th trng ngy cng pht trin v m rng hi nhp quc t, s cnh tranh tr nn gay gt v quyt lit hn bao gi ht. Cht lng i sng tng dn n nhu cu ca ngi s dng phong ph, a dng hn, ng thi s i hi i vi sn phm v dch v cng cao hn. Hng lot doanh nghip ra i nhm tha mn mi nhu cu v mong mun ca th trng. Tuy nhin khng phi doanh nghip no cng c th tn ti v ng vng trn th trng khc lit y. Marketing l mt trong nhng cng c hu hiu i vi mt doanh nghip. Ch c marketing mi c vai tr quyt nh v iu phi s kt ni cc hot ng kinh doanh ca doanh nghip vi th trng, m bo cho hot ng kinh doanh ca doanh nghip hng theo th trng, ly nhu cu v c mun ca khch hng lm ch da vng chc cho mi quyt nh kinh doanh. chin lc marketing t hiu qu, vic u tin m mi doanh nghip phi lm l phn on th trng, la chn th trng mc tiu v nh v th trng. N gip cho doanh nghip c nhng chin lc marketing tp trung c th mnh ca mnh vo ng th trng. KFC l mt thng hiu thc n nhanh c nh gi l ln th hai trn th gii sau thng hiu ni ting McDonalds. Hin nay, KFC l mt trong nhng i din tiu biu trong th trng thc n nhanh Vit Nam. C mt trn th trng 12 nm, KFC xy dng c h thng ca hng tng i mnh so vi cc i th cnh tranh trong ngnh nh: Lotteria, BBQ Chicken...Tuy nhin s thnh cng ca KFC trn th trng Vit Nam cng phi tri qua rt nhiu kh khn. N i hi mt chin lc marketing thng nht v ph hp vi nhng c im ca th trng. Nhn thc c tm quan trng ca vic phn on th trng, la chn th trng mc tiu v nh v th trng trong chin lc marketing ca KFC, em chn ti Hot ng phn on th trng, la chn th trng mc tiu t nh v th trng ca KFC ti Vit Nam. Vi mc ch lun gii nhng vn c bn nht trong hot ng phn on th trng, la chn th trng mc tiu, nh v th trng cng nhng lin h vi thc t t a ra nhng gii php trong hot ng ny nhm lm c s hon thin nhng chin lc marketing ca KFC ti Vit Nam. ti c thc hin vi s hng dn ca Thy: Phan Thnh Hng - Ging vin b mn Marketing, cng s gip ca cc anh ch nhn vin trong ca hng KFC. Hot ng phn on th trng, la chn th trng mc tiu, nh v th trng l mt ti rng v phc tp do vy bi vit khng trnh khi nhng thiu st. Em rt mong nhn c s ng gp kin ca thy! Em xin chn thnh cm n!

Phn I: C s l lun
1

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

I.CC KHI NIM LIN QUAN 1.Th trng mc tiu: Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu hoc mong mun m doanh nghip c kh nng p ng, ng thi cc hot ng marketing ca doanh nghip c th to ra u th so vi i th cnh tranh v t c cc mc tiu kinh doanh nh. Th trng mc tiu chnh l nhng on th trng hp dn m doanh nghip quyt nh la chn tp trung n lc marketing ca mnh. 2. Marketing mc tiu: kinh doanh c hiu qu, duy tr v pht trin c th phn, tng doanh nghip phi xc nh cho mnh nhng on th trng m ti h c kh nng p ng nhu cu v c mun ca khch hng hn hn cc i th cnh tranh. T doanh nghip lm marketing mc tiu. Marketing mc tiu l giai on cao nht trong l trnh pht trin ca cc chin lc marketing, n thay th quan im marketing i tr v marketing a dng ha sn phm v n khc phc c hn ch ca hai quan im ny. Theo marketing mc tiu ngi cung ng cn chia nh th trng tng th, la chn mt hoc vi on th trng h c kh nng phc v tt nht nghin cu, son tho cc chng trnh marketing ph hp vi tng on th trng chn. Bi vy, marketing mc tiu tp trung n lc marketing ng th trng v c tc ng hiu qu n tnh hnh sn xut, kinh doanh ca mt doanh nghip: xy dng cho doanh nghip v sn phm ca h mt hnh nh ring, r nt, gy n tng v nht qun trn th trng trng im, ngun lc ca doanh nghip c khai thc mt cch c hiu qu nht, nhm p ng nhu cu v c mun ca khch hng ng thi c kh nng cnh tranh cao. II.CC Bc c bn ca marketing mc tiu Marketing mc tiu gm ba bc c bn sau: - Phn on th trng - La chn th trng mc tiu - nh v th trng 1. L do phi phn on th trng, la chn th trng mc tiu: Phn on th trng, la chn th trng mc tiu c nh gi l ct li ca marketing hin i. C th thy rng y l bc u tin khng th thiu vi mi doanh nghip khi tham gia vo th trng. Marketing phi tin hnh phn on th trng, la chn th trng mc tiu bi 3 l do chnh sau y: 2

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

+ Th trng tng th l mt th trng ln v s lng khch hng, a dng v nhu cu, c tnh mua, sc mua, v nhng i hi ring. + Mt doanh nghip phi i mt vi nhiu i th cnh tranh vi s khc bit nhau v kh nng phc v nhu cu v c mun ca nhng nhm khch hng khc nhau ca th trng. + Trong khi , mt doanh nghip ch c mt hoc mt vi th mnh, khng th p ng c ton b nhu cu v c mun ca th trng tng th vn rt rng ln v a dng y. V vy, kinh doanh c hiu qu, duy tr v pht trin c th phn, tng doanh nghip phi xc nh cho mnh nhng on th trng m ti h c kh nng p ng nhu cu v c mun ca khch hng hn hn cc i th cnh tranh. Nhng on th trng nh vy s c doanh nghip chn lm th trng mc tiu hay th trng trng im. 2. Phn on th trng: 2.1. Khi nim: Phn on th trng l qu trnh phn chia th trng tng th thnh cc nhm nh hn trn c s khc bit nhau v nhu cu, c mun v cc c im trong hnh vi. 2.2. Cc yu cu phn on th trng C nhiu cch phn on th trng. Tuy nhin khng phi tt c cc cch phn on th trng u c hiu qu. on th trng c hiu qu c hiu l mt nhm cc khch hng m doanh nghip c kh nng p ng c nhu cu v c mun ca h, ng thi c s lng ln to ra dng tin thu ln hn dng tin chi cho nhng n lc kinh doanh ca doanh nghip. V vy i hi vic phn on th trng phi p ng nhng yu cu c bn sau: + o lng c: Quy m, sc mua v cc c im ca khch hng u o c. + C quy m ln: Vic phn on th trng phi hnh thnh c nhng nhm khch hng c quy m ln, ha hn kh nng sinh li. + C tnh kh thi: Cc on th trng phi tip cn c v phc v c hiu qu. + C th phn bit c: Cc on th trng ny khc bit nhau v quan nim v p ng khc nhau i vi cc yu t Marketing mix v chng trnh Marketing khc nhau. + C th hot ng c: c th xy dng nhng chng trnh c hiu qu thu ht v phc v nhng th trng 2.3. Cc c s phn on 3

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Vn c bn ca phn on th trng l phi la chn cc c s phn on sao cho cc on th trng xc nh phi c nhng c im ring bit khc nhau, phi hm cha nhng c im ca ngi mua gn lin vi nhng i hi ring v sn phm v cc hot ng marketing khc. 2.3.1. i vi th trng ngi tiu dng: phn on th trng theo: - C s a l: cn c vo kh hu, mt dn c, vng min. C s phn on ny c p dng kh ph bin trn thc t. Doanh nghip c th quyt nh hot ng trong mt hay mt vi vng a l hay hot ng trong tt c cc vng, nhng ch n nhng s khc bit v cc nhu cu v s thch ca tng vng a l. N khng ch hu ch trong vic nm bt c im khch hng m cn gip cho vic qun l hot ng marketing theo khu vc d dng hn - Nhn khu hc: cn c theo gii tnh, tui tc, ngh ngip, trnh vn ho, quy m gia nh, tnh trng hn nhn, thu nhp, giai tng x hi, dn tc, sc tcy l c s ph bin nht phn on th trng do cc tiu ch ny tng i d nhn bit, d o lng. Cc yu t ny thng c s dng kt hp vi nhau. - Tm l hc: cn c vo v tr x hi, li sng v nhn cch. Cc yu t thuc tm l ng vai tr kh quan trng trong hnh vi la chn v mua sm hng ha ca ngi tiu dng tuy nhin cc yu t ny khng d dng trong vic o lng. Phn on th trng theo tm l c ngha quan trng trong vic tm kim gii php truyn thng v qung co. - Hnh vi: cn c vo l do mua hng, li ch tm kim, s trung thnh, s lng v t l s dng, cng tiu th. Phn on th trng theo hnh vi l khi im tt nht hnh thnh cc on th trng, tm kim cc gii php gia tng doanh s. - Ngoi ra cn cc c s phn on khc nh mc sn sng mua, thi ca khch hng. Nhng tiu ch ny c ngha trong vic tm kim cc gii php tng hiu qu giao dch trc tip v qung co. 2.3.2. i vi th trng t liu sn xut: Cc th trng t liu sn xut c th c phn on theo rt nhiu nhng bin s dng phn on th trng ngi tiu dng, nh cc bin a l, ch li tm kim v mc s dng. Tuy vy, cng c thm nhng bin mi. Bonoma v Shapiro ngh phn on th trng t liu sn xut theo cc bin nu trong bng 1.1. Cc bin nhn khu hc l quan trng nht, sau n cc bin khai thc, ri cui cng l c im c nhn ca ngi mua. Bng 1.1. Cc bin ch yu phn on th trng t liu sn xut

Tiu lun Marketing cn bn Nhn khu hc + Ngnh: + Quy m cng ty: + a im: Cc bin khai thc

SV thc hin: L Thanh Huyn

Ta nn tp trung vo ngnh no? Ta nn tp trung vo nhng cng ty c quy m nh th no? Ta nn tp trung vo nhng vng a l no?

Ta nn tp trung vo nhng cng ngh no ca khch hng? Ta nn tp trung vo ngi s dng + Tnh trng ngi s nhiu, trung bnh, t hay, nhng ngi khng s dng/khng s dng dng? + Nng lc ca khch Ta nn tp trung vo nhng khch hng hng cn nhiu hay t dch v? Phng thc cung ng + T chc chc nng Ta nn tp trung vo nhng cng ty t cung ng: chc cung ng tp trung cao hay phn cp? Ta nn tp trung vo nhng cng ty do k + C cu quyn lc: tht chi phi, ti chnh chi phi , v.v... Ta nn tp trung vo nhng cng ty c + Tnh cht ca nhng quan h cht ch hay ch theo ui nhng Cng mi quan h hin c: ty mong mun nht? Ta nn tp trung vo nhng cng ty thch + Chnh sch mua sm thu mua, hp ng dch v, mua sm qua h chung thng hay u thu? Ta nn tp trung vo nhng cng ty tm + Tiu chun mua sm kim cht lng, dch v hay gi c? Nhng yu t tnh hung Ta c nn tp trung vo nhng cng ty + Khn cp cn hng hay dch v nhanh v t xut khng? Ta c th tp trung vo nhng ng dng + ng dng c bit nht nh ca sn phm ca mnh hay l vo tt c cc ng dng? + Quy m n t hng Ta c th nn tp trung vo nhng n + Cng ngh: 5

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn hng ln hay nh khng?

c im c nhn + Ngi mua, ngi bn Ta c nn tp trung vo nhng Cng ty c tng t nh nhau: con ngi v gi tr tng t nh ta khng? Ta c nn tp trung vo nhng khch + Thi i vi ri ro hng chp nhn ri ro hay n trnh ri ro khng? Ta c nn tp trung vo nhng cng ty t + Lng trung thnh: ra rt trung thnh vi nhng ngi cung ng ca mnh khng? Bng ny lit k nhng cu hi ch yu m nhng ngi hot ng trn th trng t liu sn xut cn t ra xc nh xem nn phc v on th trng v khch hng no. 3. La chn th trng mc tiu: 3.1. Khi nim La chn th trng mc tiu l vic xc nh mt hoc vi on th trng m doanh nghip tp trung n lc marketing vo nhm t c mc tiu kinh doanh ca mnh. 3.2. nh gi cc on th trng nh gi cc on th trng nhm nhn dng c cc mc hp dn ca chng trong vic thc hin mc tiu ca doanh nghip. Cc tiu chun nh gi cc on th trng l: Quy m v mc tng trng ca on th trng Mc hp dn v c cu th trng Cc mc tiu v kh nng ca doanh nghip 3.3. Cc phng n la chn on th trng mc tiu - Chn mt on th trng duy nht: doanh nghip chn mt on th trng n l lm im xut pht, lm cho s m rng tip theo. - Chuyn mn ha tuyn chn: doanh nghip c th chn mt s on th trng ring bit lm th trng mc tiu. - Chuyn mn ha theo c tnh sn phm: doanh nghip tp trung sn xut mt chng loi sn phm p ng cho nhiu on th trng. - Chuyn mn ha theo c tnh th trng: doanh nghip chn mt nhm khch hng ring bit lm th trng mc tiu v tp trung n lc vo vic tha mn nhu cu a dng ca mt nhm khch hng . 6

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

- Bao ph ton b th trng: doanh nghip p ng nhu cu ca mi khch hng v nhng chng loi sn phm h cn. 4. nh v th trng 4.1. Khi nim nh v th trng hay cn gi l xc nh v th trn th trng mc tiu lun c coi l chin lc chung nht, chi phi mi chng trnh marketing c p dng th trng mc tiu. nh v th trng l thit k sn phm v hnh nh ca doanh nghip nhm chim c mt v tr c bit v c gi tr trong tm tr khch hng mc tiu. nh v th trng i hi doanh nghip phi quyt nh khuch trng bao nhiu im khc bit v nhng im khc bit no ginh cho khch hng mc tiu. 4.2. Cc hot ng trng tm ca chin lc nh v - To c mt hnh nh c th cho sn phm, thng hiu trong tm tr khch hng th trng mc tiu. l s kt hp gia nhn thc ca khch hng v doanh nghip v cc sn phm m doanh nghip cung ng. N l mt tp hp cc n tng, cm gic v khi nim m khch hng c c v sn phm v thng hiu . - La chn v th ca sn phm, ca doanh nghip trn th trng mc tiu lin quan n vic doanh nghip la chn chin lc cnh tranh trc tip hay chim lnh nhng vng th trng m i th cnh tranh cha s hu. - To c s khc bit cho sn phm, thng hiu l thit k mt lot nhng im khc bit c ngha khch hng c th phn bit sn phm ca doanh nghip vi sn phm cnh tranh. y l mt hot ng rt quan trng trong chin lc nh v. C 4 nhm cng c chnh to ra s khc bit l: + To im khc bit cho sn phm vt cht + To im khc bit cho dch v + To s khc bit v nhn s + To s khc bit v hnh nh - La chn v khuch trng cc im khc bit c ngha

4.3. Cc bc trong tin trnh nh v - Bc 1: tin hnh phn on th trng, la chn on th trng mc tiu.

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

- Bc 2: v biu nh v, nh gi thc trng ca nhng nh v hin c trn th trng mc tiu v xc nh v th cho sn phm, doanh nghip trn biu . - Bc 3: Xy dng cc phng n nh v.

Phn II: Thc trng

i.tng quan v th trng thc n nhanh 1. Khi qut v th trng thc n nhanh ti Vit Nam tm hiu th trng thc n nhanh ti Vit Nam trc tin chng ta cn hiu thc n nhanh l g? tr li cho cu hi ny xin trch dn phn tr li ca ng Trng Hm Lim, Gim c tip th ca Lotteria (mt h thng ca hng thc n nhanh hin ang c a chung ti Vit Nam). Khi c hi v nh th no l thc n nhanh v n c b bin tng khi vo Vit Nam hay khng, ng cho bit thc n nhanh l mt hnh thc thc n ch bin ti ch, n ti ch v c th n ngay c khi i li. Quan trng hn l sn phm ny rt tin li, nhanh chng v thi gian, v p ng c nhu cu dinh dng trong mt ngy. V thc n nhanh khng b bin tng khi vo Vit Nam. Vit Nam vi hn 85 triu dn, kt cu dn s tr ang l th trng hp dn cc tp on kinh doanh thc n nhanh. Ti Vit Nam, t khi ca hng thc n nhanh u tin (Chicken Texas) xut hin TP.HCM nm 1994 thc n nhanh vn cha ph bin v cha to c s quan tm ca khch hng. Xt n nhu cu ca ngi tiu dng thi im KFC xut hin Vit Nam, th trng thc n lm t g ti Vit Nam cn rt hn tp. Ngi tiu dng quen tiu th t nhng hng qun ven ng, c bit l mn g ta nng lu xut hin mt cch t. S xut hin ca KFC vn khin nhiu ngi nghi ngi. Tuy nhin mt lot s kin din ra khin cho thi quen tiu dng buc phi thay i. u tin l quyt tm lm sch lng ng ca Chnh ph khin cho nhng qun n ven ng b gii hn khu vc hat ng. Thm vo nhng t cm g trn din rng ko di khin cho ngi tiu dng tr nn e d v cn trng hn. Lc ny thng hiu g KFC bng ni bt ln nh l mt la chn ng nhin. Cc gi tr gia tng cho sn phm l v sinh m bo, g sch ng gp rt ln trong s ln mnh ca KFC ti Vit Nam. Hin nay, thc n nhanh ang tr nn hp thi vi nhp sng hin i, khi tin bc, cng vic u c th gia tng, tr thi gian. Nm 2009, tng doanh s ngnh thc n nhanh ti VN c t 500 t ng, tng 35-40% so vi nm ngoi. D kinh t ang trong giai on khng hong nhng th trng thc n nhanh vn l mt trong s t ngnh hng gi c mc tng trng cao. 8

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Hng lot cc ca hng thc n nhanh ra i khin cho th trng thc n nhanh kh phong ph. C th k n nhng thng hiu kh ni trong lnh vc ny nh KFC, Lotteria, Jollibee, PizzaHut, BBQ chicken Trn th trng thc n nhanh Vit Nam, KFC vn chim th phn ng k. My nm tr li y, s xut hin ca mt s nhn hiu thc n nhanh ca Vit Nam nh Bnh m Ta, Ch gi Oroll, Ph 24 ang mong mun cnh tranh trn th trng y tim nng ny. Nhng mn ngon va h c nng cp vi cht lng v phc v khc bit ang m ra xu hng kinh doanh hp dn cho cc nh u t Vit Nam...Tuy nhng nhn hiu ny vn cha c nhiu ngi tiu dng bit n nhng n cng l mt thch thc i vi KFC Vit Nam, i hi KFC phi c nhng chin lc ng n ngay t u, ng thi phi thay i cc chnh sch marketing thng xuyn thch nghi vi s thay i lin tc ca th trng. 2.Qu trnh hnh thnh v pht trin nhn hiu KFC KFC l vit tt ca cm t Kentucky Fried Chicken tht g rn Kentucky, l nhn hiu vi hng lot ca hng n nhanh c nh gi ni ting th hai trn th gii sau McDonalds. Nhn hiu ny c tin phong bi ng Harland Sanders, sau pht trin v tr thnh mt trong nhng h thng phc v thc n nhanh ln nht th gii, vi hn 1 t ba n c phc v hng nm trn hn 80 quc gia khc nhau. Harland Sandner sinh ngy 9 thng 9 nm 1890.Do cha mt sm, m buc phi i lm, ng chm sc cc em nn t nh ng quen vi cng vic ni tr trong gia nh. y chnh l tin trong s nghip ca ng. Nm 40 tui, ng bt u nu n cho nhng v khch du lch i bng dng chn sn ga Corbin, Kentucky ni ng lm vic. ng khng c mt nh hng no c m phc v trn mt ci bn n ti ca ng trong mt phn t phng khch ca ga. Mn g rn ca ng c c trng bi 10 loi gia v. Khi c thm nhiu ngi bit n cc mn n ca mnh, ng chuyn sang mt nh hng v khch sn vi 142 ch ngi. Hn 9 nm sau ng hon thnh mt thc n hon chnh v cc k thut nu n cn bn y vn c s dng cho n tn ngy hm nay. Tn tui ca Sander ngy cng ni ting. Nm 1935, thng c Ruby Laffoon phong cho ng tc hiu Kentucky Colonel i t danh d bang Kentucky ghi nhn nhng ng gp ca ng cho ngh thut m thc ca bang Kentucky. Bn nm sau, nhng thit lp ban u ca ng c lit k trong danh sch Duncan Hines Khm ph nhng mn n ngon. Nm 1939: ng Sanders a ra mn g rn cho thc khch vi mt loi gia v mi pha trn t 11 nguyn liu khc nhau. ng ni: "Vi loi gia v th mi mt , ti c dng ming g rn ngon nht t trc n nay".

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Nm 1950: Sanders phi bn li c nghip Corbin, tiu bang Kentucky, vi s tin ch va ng thu. T tin vo hng v mn n ca mnh nn tuy vo tui 65, vi $105 USD tin tr cp x hi nhn c, ng ln ng bn nhng gi gia v v cch ch bin g rn ng nht cho nhng ch nh hng nm c lp trn ton nc M. Nm 1955, t tin vi cht lng mn g rn ca mnh, ng t pht trin v thnh lp Doanh nghip nhung quyn thng hiu. Xp x 10 nm sau, Sanders c hn 600 nhng quyn thng mi Hoa K v Canada, Nm 1964 ng bn phn li nhun 2 triu ca mnh trong cng ty M cho mt nhm cc nh u t, trong c John Y. Brown JR, ngi sau ny tr thnh thng c bang Kentucky. Di s qun l ca ngi s hu mi, tp on G Rn Kentucky pht trin mt cch nhanh chng. Nm 1966, Cng ty thc hin c phn ha ra cng chng v c lit k trn th trng chng khon New York vo nm 1969 v c mua li bi PepsiCo vo nm 1986. n nm 1997 PepsiCo chuyn h thng nh hng thc n nhanh, bao gm c nhn hiu KFC, sang mt cng ty v nh hng c lp, gi l Tricon Global Restaurant. Ngy nay, cng ty ny c tn l Yum! v tr thnh tp on ln nht th gii v s lng ca hng vi gn 35,000 ca hng trn khp 110 quc qua. Cho n khi Sanders v bnh bch cu vo nm 1980, ng i gn 250000 dm/nm ving thm cc nh hng KFC trn ton th gii. Tp on Yum! t ti Louisville, Hoa K. C tt c 5 nhn hiu trong h thng ca Yum! Bn trong cc nhn hiu ca l: KFC, Long John Silvers, Pizza Hut v Taco Bell, l nhng ngnh hng dn u trn th gii v g rn, hi sn, bnh pizza v thc n theo kiu Mexico. Trong nm 2006, Yum! c c 9,5 t doanh thu bao gm c ca cng ty v cc ph nhng quyn thng hiu. 3. KFC Vit Nam KFC bt u xut hin trn th trng Vit Nam vo nm 1997 ti TP.H Ch Minh di hnh thc nhng quyn thng hiu. Hnh thc kinh doanh ny c th c hiu mt cch n gin l bn nhng quyn cho php bn nhn nhng quyn c t mnh tin hnh vic mua bn hng ho hay cung ng dch v theo nhng iu kin nht nh ra v bn nhn tun theo, phi tr cho bn nhng quyn mt khon ph. Hin nay h thng ca hng ca KFC Vit Nam c 75 ca hng trong c 50 ca hng ti TP.H Ch Minh, 15 ca hng ti H Ni v ri rc 10 ca hng cc tnh Cn Th, Hi Phng, ng Nai, Vng Tu, Bin Ha, Hu, c Lc, Nng.

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

C mt trn th trng Vit Nam c 12 nm nhng trong sut 7 nm u tin, KFC gn nh khng to c s ch ng k no i vi khch hng v phi chu l lin tc trong 7 nm . Tuy nhin, hin nay KFC l mt thng hiu tiu biu trn th trng thc n nhanh Vit Nam vi t l doanh thu tng hng nm khong 6% - 8% II. THC TRNG THC HIN CHIN LC MARKETING MC TIU CA KFC VIT NAM 1.Phn on th trng Cng nh mi doanh nghip khc, khi bt u kinh doanh ti Vit Nam, KFC cng tin hnh phn on th trng t la chn th trng mc tiu v nh v th trng. Phn on th trng l bc u tin c bn trong qu trnh lm marketing mc tiu. Th trng ca KFC l th trng ngi tiu dng nn c phn on theo nhng tiu ch sau: 1.1. Phn on th trng theo v tr a l KFC ch yu tp trung h thng ca hng ca mnh vo cc thnh ph ln, tp trung ng dn nh TP.H Ch Minh, H Ni, Hi Phng, Nng Trong KFC la chn cho mnh hai th trng trng im l H Ni v TP.H Ch Minh. KFC bt u t chn vo th trng Vit Nam ti TP.H Ch Minh nm 1997 v n tn nm 2006 th KFC mi pht trin h thng ca hng ca mnh ra H Ni. Vic phn on th trng ny th hin ci nhn tng th v th trng ca KFC ti Vit Nam. KFC c bc xc nh on th trng kh chnh xc. Vo nhng nm 1997, thc n nhanh vn l mt khi nim tng i xa l vi ngi dn Vit Nam. Lc , nhng nhn hiu thc n nhanh khng c bit n nhiu. V vy, KFC tp trung vo th trng ti TP.H Ch Minh bi y l khu vc ng dn c, i sng tng i cao trong nc. 1.2.Phn on th trng theo nhn khu hc KFC phn on th trng da trn cc c s l la tui, thu nhp v ngh nghip. 1.2.1.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. y l la tui nng ng, c kh nng tip cn vn ha nhanh nht so vi cc la tui khc. Vi th trng thc n nhanh cn y mi m, vic phn on th trng ny l rt khn ngoan, sng sut. Khng ch th, KFC cn th hin tm nhn chin lc ca mnh trong vic dnh s quan tm c bit i vi tr em. C th thy rng h mun tc ng v to c s yu mn ca cc em ngay t 11

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

khi chng cn nh. Bng cch to khch hng trung thnh nh tui KFC th hin mc tiu mun chim lnh th trng trong tng lai. 1.2.2.Thu nhp Vit Nam l mt nc ang pht trin vi mc thu nhp bnh qun trn u ngi thp so vi cc nc khc trong khu vc v trn th gii. V vy y cng chnh l mt kh khn cho 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 mc gi tng i cao so vi cc sn phm n nhanh khc, KFC xc nh 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. 1.2.3.Ngh nghip: Tng ng vi c s v la tui, KFC xc nh cho mnh th trng ln l hc sinh, sinh vin, nhng nhn vin cng s tr. Vic chn 2 thnh ph chnh l H Ni v thnh ph H Ch Minh bi c rt nhiu cc trng i hc, cao ng, dy ngh, c bit nhiu cng ty lin doanh vi nc ngoi. V iu cng ph hp vi nh hng ca KFC. 1.3.Phn on th trng theo tm l Vit Nam ang tng bc pht trin v hi nhp. Li sng ca ngi Vit Nam cng phn no thay i. Cng vi s pht trin ca nn kinh t th trng ko theo nhng li sng mi, nhng xu hng mi. Nhng ngi tr tui l nhng ngi tip thu rt nhanh li sng ny. Nhp sng cng nhanh dn ln theo s pht trin ca kinh t x hi. KFC nhn bit c iu tn dng c hi cho mnh. Nu nh trc y ngi Vit Nam quan trng ba cm gia nh th hin nay, vi xu th hi nhp, con ngi ngy cng tr nn bn rn, nhng mi quan h ngy cng m rng ng ngha vi vic thi gian dnh cho nhng ba cm gia nh cng b rt ngn liThc n nhanh tr thnh la chn kh hp dn. l mt u th i vi cc sn phm thc n nhanh nh KFC. 1.4.Phn on theo hnh vi Li ch tm kim c bn ca khch hng trong th trng thc n nhanh l s tin li. Cng nh cc i th cnh tranh khc trong ngnh, KFC hng sn phm ca mnh n li ch c bn ny. Theo mt cuc iu tra nh v nguyn nhn pht trin nhanh ca Lotteria v KFC, cu tr li ca khch hng v li ch m h mong mun nhn c khi s dng sn phm thc n nhanh l tin li, ngon, gi c phi chng, c bit h cn quan tm n khu phc v. 12

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Chnh v vy m KFC th hin phong cch chuyn nghip khng ch trong i ng nhn vin, h thng cc ca hng tng i dy c m cn iu hnh mt lot ca hng vi s tin li nht cho khch hng s dng sn phm ca mnh. 2.La chn th trng mc tiu Qua s phn on th trng trn KFC bt u la chn th trng mc tiu cho mnh. c cc quyt nh xc ng v cc on th trng c la chn, ngi lm marketing cn thc hin hai nhm cng vic ch yu. Th nht, nh gi sc hp dn ca on th trng. Th hai, la chn nhng on th trng doanh nghip s phc v. Theo KFC nhng on th trng nh phn on trn l nhng on th trng hp dn v KFC lun ly lm mc tiu phc v. Vi mc tiu th trng nhm vo gii tr th th trng Vit Nam c nh gi l mt th trng trin vng. Dn s Vit Nam c tui di 30 chim t l kh cao trong khi gii tr d chp nhn sn phm thc n nhanh ca KFC hn ngi ln tui. Hn na, KFC cn rt quan tm n th trng l 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. Vic la chn th trng mc tiu ca KFC l hon ton chnh xc. Trong khi thc n nhanh nc ngoi c coi l sn phm ca ngnh cng nghip, khch hng ch yu mua v nn nhiu cng ty khng cn n mt bng qu ln kinh doanh. Song, Vit Nam, ngi dn cha quen vi phong cch ny, do thc n nhanh 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: n nm 2012 pht trin mng li nh hng KFC tng gp su ln, ln thnh 100 nh hng. Cn ti nm 2014, s nh hng ca KFC c th nhiu gp 7-8 ln hin nay.

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

3.nh v th trng C th thy nh v th trng l bc chin lc chung nht, chi phi chng trnh marketing. Tm hiu qu trnh hnh thnh v pht trin ca KFC Vit Nam v so snh vi nhng g KFC v ang t c trong thi gian gn y, t ai c th ng rng KFC Vit Nam phi mt n 7 nm xy dng th trng v chu l trong sut 7 nm y. 7 nm cho mt th trng, 7 nm cho mt thng hiu khng phi l ngn nhng cng khng phi l qu di. Thnh cng y ca KFC Vit Nam c tc ng mnh m ca chin lc nh v th trng, n gn lin vi chin lc cnh tranh v to cho doanh nghip mt li th cnh tranh trn th trng. Chin lc nh v th hin trn mt s im chnh sau y 3.1.To dng c hnh nh c th cho sn phm, thng hiu trong tm tr khch hng th trng mc tiu Hnh nh trong tm tr khch hng l s kt hp gia nhn thc v nh gi ca khch hng v doanh nghip v cc sn phm m doanh nghip cung ng. N l mt tp hp cc n tng, cm gic v khi nim khch hng c c v sn phm v thng hiu . Hnh nh ca KFC Vit Nam c hnh thnh da trn: -S thit k v truyn b nhng hnh nh m KFC la chn: KFC Vit Nam vn gi nguyn nhng hnh nh truyn thng ca KFC th gii. l hnh nh ca i t Harland Sanders, hnh nh nhng ming tht g y hp dn cng tng mu trng th hin s ti vui, nng ng c th thy ngay rng hnh nh li n tng su m nht trong tm tr khch hng ca KFC l lot hnh nh v ngon trn tng ngn tay. y l mt hnh nh c thit k v truyn b rt rng ri trn cc phng tin thng tin. N nh trng vo tm l ca khch hng mc tiu, to cho ngi tip nhn hnh nh nhng n tng ban u tt p v sn phm. Hn th, hnh nh cn dc th hin mt cch vui nhn to hng th cao vi ngi tip nhn. Phi ni rng KFC rt tinh t khi nh ngay vo cm nhn v gic, cm nhn c gi tr nht trong ngnh kinh doanh thc phm. -Kinh nghim ca khch hng qua tiu dng sn phm: qua s liu nghin cu thu thp c th KFC l sn phm c s dng nhiu nht bi nhm hc sinh, sinh vin (78%) v nhng ngi c thu nhp di 1 triu ng (49%). iu cho thy rng gii tr l ngi tiu dng chnh cc sn phm ca KFC v nhng ngi c thu nhp khng cao li l khch hng chnh ca KFC. T , KFC tm ra v ch khai thc nim tin thm kn ca khch hng vi cc c tnh ca sn phm. a s nhng khch hng ca KFC cho rng s ph hp vi gii tr, thc n ngon, trang tr p v thng hay khuyn mi l nhng gi tr h tin tng KFC.

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SV thc hin: L Thanh Huyn

3.2.La chn v th ca sn phm, ca doanh nghip trn th trng mc tiu Nu ch dng li vic xy dng hnh nh c th cho sn phm, thng hiu th mt sn phm, thng hiu khng th ng vng v tn ti lu di. Hnh nh d c hay, c p n u m khng c s h tr ca cc yu t khc bit mang tnh cnh tranh th cng khng th gi cho doanh nghip pht trin tt. V vy, cng vic ca mt chin lc nh v phi tip tc bng vic la chn cho hnh nh mt v th trn th trng mc tiu. V th l do khch hng nhn nhn v hnh thnh thi nh th no vi sn phm khi khch hng tip cn vi sn phm cnh tranh. Khi xm nhp th trng Vit Nam, KFC phi i mt vi cc i th cnh tranh l cc sn phm truyn thng nh Ph 24, sn phm n nhanh khc (BBQ chicken, Lotteria) hay i th cnh tranh tim n nh McDonalds (hin ti McDonalds 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. Hin ti trn th trng Vit Nam th Lotteria c coi l i th cnh tranh ln nht ca KFC. cnh trah vi Lotteria, KFC c hai la chon: hoc cnh tranh trc tip, hoc chim lnh nhng vng th trng m Lotteria cha s hu. Trn thc t, mi lnh vc KFC c s la chn ring. Nh trong vic xc nh th trng mc tiu. KFC cnh tranh trc tip vi Lotteria vic la chon on th trng l nhng ngi tr tui. Tuy nhin xt trn phng din xy dng h thng ca hng, KFC dng nh chn cho mnh mt li i ring. Nu nh Lotteria thng t v tr ca hng nhng khu tp trung ng dn c nh khu th, hay nhng a im thu ht c s ch vi nhiu ngi nh cc ng 3, ng 4 th KFC li chn cho mnh mt phng n c phn t n o hn, mt li i ring, gn b vi cc trung tm thng mi v siu th. KFC khng chn cch cnh tranh trc tip vi Lotteria bng vic ua nhau chim lnh nhng v tr vng m m thm chim lnh nhng vng th trng m Lotteria cha s hu. Nhiu ngi c th s t ra cu hi liu c phi v KFC khng c kh nng chn cho mnh nhng v tr p, thu ht c nhiu ngi nn mi phi m thm gn b vi cc siu th v trung tm thng mi. nhng suy cho cng, thc cht ca vic la chn tng nh m thm y l c mt tm chin lc ca nhng ngi ng u KFC Vit Nam. C th thy rng, thng qua KFC mun lm r, mun tp trung su vo th trng m mnh chn. Nhng siu th hay trung tm thng mi l ni thu ht s quan tm ca rt nhiu ngi tr. Cc bn tr n khng phi ch mua sm nh phn ln nhng ngi c gia nh m cn n gii tr, x stressCn nhng khu tp trung ng dn c cha chc c nhiu ngi tr tui, v vy m i tng khch hng c th khng tp trung. Kh c th nh gi chin lc no tt hn chin lc no bi mi thng hiu li xy 15

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

dng cho mnh nhng bc i ph hp vi con ng mnh chn v u c nhng thnh cng ng k. Hin nay, khi th trng thc n nhanh ang ngy cng nng, KFC cn xy dng cho mnh mt v th vng vng hn cnh tranh vi cc i th khc, c th tip tc s nghip ca mnh. 3.3.To c s khc bit cho sn phm, thng hiu Trong hot ng marketing, nu mt doanh nghip khng mun sn phm ca mnh b nhm ln vi sn phm ca cc i th cnh tranh th phi xy dng c nhng im khc bit ca mnh so vi cc doanh nghip khc bng vic thit k mt lot nhng c im c ngha khch hng c th phan bit sn phm ca mnh vi cc i th cnh tranh. C bn nhm cng c chnh c marketing s dng xy dng im khc bit nh sau: 3.3.1.To im khc bit cho sn phm vt cht Bn thn sn phm KFC truyn thng c s khc bit vi cc sn phm khc v s pha trn gia mi mt loi gia v. Chnh iu ny to nn hng v c bit cho mn g rn. Mi mt loi gia v ny lun c Sanders bo m s b mt. Trong lc di chuyn khp t nc nhng nm 1940, Sanders t chi ni cho nhng ngi kinh doanh nh hng chnh xc cng thc ca ng l g. Sanders lun mun to ta khng kh thn b xung quanh cng thc ca mnh. Cho n nay, ch mt s ngi ng u iu hnh mi c tip cn. 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 hambeger, 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 Jumbo c bit, KFC cn quan tm n vic pht trin sn phm c li sc khe. Theo tin NewYork, ngy 30 thng 10 nm 2006, sau 2 nm b mt th nghim mt loi du chin G t cht bo, 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 trc 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 16

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

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. Thi gian nn dch cm gia cm bng n gy nh hng rt ln n vic kinh doanh thc n nhanh ca KFC ni ring v cc nh hng phc v thc n nhanh lm t g ni chung. Nhng vn ny c KFC khc phc. Vi nhng ngun cung cp tht g sch v uy tn ca KFC trn th trng to cho ngi tiu dng s an tm khi dng sn phm g rn. 3.3.2.To im khc bit cho dch v Khi i sng con ngi c nng ln cng ko theo nhng i hi v dch v cao hn. Khi n vi mt ca hng n, iu ngi ta mong mun khng cn ch l n sao cho ngon, cho r m cn mong mun tm n nhng dch v vt tri. ngi tiu dng hin nay c th chp nhn chi tr nhiu hn hng nhng dch v tt hn. C th v dch v nh mt th gia v khng th thiu trong hot ng kinh doanh ca cc doanh nghip. Cng nh cc thng hiu thc n nhanh khc, KFC cng nhn thc c tm quan trng ca dch v i vi s pht trin ca mnh v c nhng chin lc c th trong vic to im khc bit cho dch v. C th k n nhng dch v c bn KFC Vit Nam nh: giao hng tn nh, t hng qua mng, min ph wifi, nhn t tic sinh nht. Nhng dch v ny tuy khng ch c KFC nhng KFC phn no to dng c cho mnh nhng im khc bit. Gn y, dch v giao hng ght tr ca KFC gy c s ch i vi nhiu ngi. KFC cam kt giao hng trong vng 30 pht trn mt s khu vc k t khi khch hng gi in n tng i. y l mt trong nhng chng trnh kh tin dng trong thi i cng nghip hin nay, khi m con ngi ngy cng tr nn bn rn. Tuy nhin im hn ch ca dch v ny l cha c kh nng p dng ng b bi tr ngi do mng li giao thng ca Vit Nam khng thun li, c bit vo gi cao im. y l nguyn nhn khch quan v KFC ch c th khc phc c thng qua vic m rng mng li phn phi. Ni v dch v t chc tic ti KFC ta thy cn tn ti nhiu hn ch. Rt nhiu ngi c nh t chc tic ti KFC t b nh ny sau khi tham kho chng trnh ca dch v. Dch v ny cha thc s han thin bi vic t chc tic khng m bo c khng gian ring cho khch hng, chng trnh t chc cn thiu hp dny cng chnh l im m KFC phi xy dng v hon thin tt hn to im khc bit so vi cc i th cnh tranh. 3.3.3.To im khc bit v nhn s i ng nhn vin c nh gi l mt trong nhng yu t lm tng kh nng cnh tranh ca doanh nghip. C th thy rng i ng nhn vin ca 17

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

KFC Vit Nam cha thc s xut sc. Nhiu nhn vin ca KFC b phn nn v thi phc v cha tt, thiu nhit tnh. y chnh l im m KFC cn phi lu . 3.3.4.To s khc bit v hnh nh Khi cc sn phm cnh tranh hon ton ging nhau, khch hng vn c phn ng khc nhau khc nhau vi hnh nh ca doanh nghip hay thng hiu. Cc cng c to ra hnh nh v c im nhn dng bao gm: logo, tn gi, biu tng - Logo: logo ca KFC c nh gi l logo c tnh nhn din cao. Hu nh t c doanh nghip no ly logo l hnh nh ca mt ngi c th nh KFC. Hnh nh ng g rn mc o vest trng, eo tp d cng cp knh en li n tng vi rt nhiu ngi. Theo Gregg Dedrick, Gim c iu hnh KFC ti th trng M ni: Chng ti mong khch hng lun nh rng: trc khi sng lp ra KFC v tr thnh nh kinh doanh xut chng, ngi Sander tng l mt u bp, v l u bp rt gii. Bn cnh tn thng hiu Kentucky Fried Chicken (G Rn Kentucky) cn xut hin thm dng ch Finger Licking Good (Lim tay mi ngon) v 11 Secret Herbs and Spices (11 loi gia v v tho mc gia truyn) nhm khng nh li b quyt tm p mn g rn ni ting ca Harland Sander. -Tn gi: KFC l mt cm t kh d c, d nh ng thi th hin trc tip sn phm chnh ca thng hiu ny. -Bu khng kh: KFC lun mong mun to cho khch hng s vui nhn, y cng l mt trong nhng im khc bit ca KFC. III. NH GI THC TRNG KFC thc s thu ht c gii thanh nin khng ch v s thun tin 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 ca KFC Vit Nam. Qua phn tch thc trng ca KFC Vit Nam ta c th thy c nhng im mnh, im yu, v c hi, thch thc ca KFC Vit Nam thng qua ma trn SWOT nh sau:

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

IM MNH (S) Danh ting tp on H thng phn phi Dch v khch hng Ngun lc ti chnh V tr kinh doanh Cht lng sn phm C HI (O) Nhu cu tng Thu nhp ngi tiu dng

IM YU (W) Gi c Ngun nhn lc yu

THCH THC (T) Cnh tranh Thu sut tng Dch bnh Sc khe ngi tiu dng

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SV thc hin: L Thanh Huyn

T chin lc marketing ca KFC c nhng nhim v sau -Vn dng th mnh nm bt c hi. -Vn dng th mnh vt qua thch thc -Vt qua im yu tn dng c hi. -Hn ch im yu trnh nhng e da.

Phn III: Mt s gii php nhm hon thin chin lc marketing mc tiu ca KFC Vit Nam
I.giI php v la chn th trng mc tiu C th thy rng KFC Vit Nam c la chn th trng mc tiu tng i tt. Tuy nhin, th trng thc n nhanh ca Vit Nam l mt th trng y tim nng cha c khai thc. Thc n nhanh khng ch c gi tr vi nhng i tng, nhng vng min nh KFC xc nh v ang tp trung u t m cn c gi tr rng hn. Bi vy, theo em KFC Vit Nam nn m rng th trng mc tiu khai thc c hiu qu nhng th trng tim nng trong ngnh nhm chim lnh th trng y. C th m rng th trng nh sau: -V la tui: KFC cng nh nhng cc hng khc gn nh khng ch n i tng khch hng tui ln hn 30 tui. Trn thc t, c rt nhiu ngi trn 30 tui v ang tr thnh khch hng ca KFC. c th l nhng ngi ph n bn rn, khng c nhiu thi gian dnh cho vic ni tr, cng c th l nhng ngi nhn vin vn phng mong mun c mt ba n 20

Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

tra nhanh, tin li m vn m bo cht dinh dng. y l on th trng c th khai thc c v nu xy dng c chin lc marketing ph hp s tr thnh on th trng hiu qu. - V phm vi a l: KFC nn ch trng hn na n th trng min Bc. on th trng ny cn ng bi cha c s quan tm ng mc. Hin nay ti min Bc mi ch c 2 thnh ph trc thuc trung ng l H Ni v Hi Phng c ca hng KFC. y qu l mt s lng qun ng tic! Chng ta thng nhc n tam gic kinh t du lch min Bc: H Ni-Hi PhngQung Ninh th nhng KFC mi ch quan tm n hai trong ba gc tam gic y. Cn tnh Qung Ninh- ni thu ht kh nhiu khch du lch trong v ngoi nc th li cha c quan tm. y cng l on th trng m cc i th cnh tranh trong ngnh cha mt ti. V vy chnh l c hi tt cho KFC m rng th trng, nhm i trc n u. Cng phi ni thm rng nhng ni thu ht nhiu khch du lch trong v ngoi nc l nhng th trng kh thun li, lm tin cho vic m rng th trng cc khu vc khc. C th c ngi cho rng, khch du lch thuc nhm c tnh trng s dng t, khng thng xuyn nn khng cn phi quan tm. Th nhng, nu suy ngh mt cch thu o ta c th thy tim nng ca nhm khch hng ny l kh ln. Th nht, khch du lch thng l nhng ngi c thu nhp kh tr ln, v vy c iu kin s dng sn phm cao hn. Th hai, vi nhng khch du lch l ngi nc ngoi, thc n nhanh khng cn xa l, thm ch h cn mong mun th nghim so snh vi nhng sn phm t nc h. Th ba, vi khch du lch l ngi Vit Nam, vic to dng c n tng v sn phm ti a im du lch s m ra c hi pht trin sn phm ti nhng a phng khc. II. giI php v nh v th trng nh v th trng c hiu qu cn c nhng chin lc c th bm st th trng mc tiu. c c thnh cng nh ngy hm nay, KFC nh v kh tt th trng ca mnh. Tuy nhin, vi tnh hnh cnh tranh trong ngnh ngy cng gay gt, vic tip tc pht trin v nm gi th phn ln i hi KFC phi c nhng chin lc marketing hiu qu hn, sng to hn, bm st th trng mc tiu hn na. Sau y l mt s xut ca em v chnh sch marketing nhm nh v th trng: 1.To hnh nh c th cho sn phm, thng hiu trong tm tr khch hng th trng mc tiu -KFC cn tip tc duy tr hnh nh tt ca mnh trong tm tr khch hng. c bit nn nhn mnh vo nhng hnh nh truyn thng m nhn hiu KFC xy dng c trn th gii v s tin dng, hp dn.

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

-Trong hon cnh ngnh cng nghip thc phm ang gp phi ni nghi ngi ln ca ngi dn v vn m bo v sinh, an ton thc phm, KFC cn xy dng cho mnh hnh nh v mt nhn hiu sch, an ton, c li cho ngi tiu dng bng cch s dng ngun nguyn liu sch, c chng nhn ng thi m bo v sinh trong khu ch bin, phc v -Hin nay, vn mi trng ang tr thnh vn chung ca ton cu. ha nhp vi th gii, KFC nn xy dng cho mnh hnh nh mt nhn hiu thn thin vi mi trng bng vic x l tt h thng rc thi, cht thi, s dng nhng sn phm ti ch trong vic trang tr ca hng 2. La chn v th ca sn phm, ca doanh nghip trn th trng mc tiu KFC cn lm r v th ca mnh trn th trng so vi cc i th cnh tranh hn na. Cn khng nh hnh nh c trng ca mnh v a n n gn vi khch hng hn. V th y lin quan n vic cnh tranh vi cc i th khc. KFC nn chn cho mnh cch kt hp c cnh tranh trc tip v cnh tranh gin tip.

3.To c s khc bit cho sn phm, thng hiu Mt v th trn th trng m doanh nghip la chn ch tr thnh hin thc nu n c hu thun bi nhng c tnh ni tri ca sn phm v cc hot ng marketing khc khi khch hng so snh vi cc sn phm cnh tranh. 3.1.To im khc bit cho sn phm vt cht -Sng to nn nhng mu m sn phm mi l nh: thit k bnh m hnh tri tim dnh cho nhng i tnh nhn, nhng hnh th ng nghnh dnh cho tr em -Trong mi khu phn n nn tng cng thm lng rau qu trnh b ngn v nhm chn khi n. -S dng thm cc loi nc tri cy thay v dng nc ngt c gas v cc loi nc tri cy tt cho sc khe hn nc c gas. -Thit k cc khu phn n dnh cho ngi bo. -Lu hn na n cc khu phn n ginh cho gia nh -Thit k bao b hp dn hn, c th s dng nguyn liu giy ti ch trong thit k bao b. 3.2.To im khc bit cho dch v -Hon thin dch v giao hng tn nh.

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

-Hon thin dch v t chc tic bng cch cc trang tr ca hng, ln cc chng trnh hp dn cho tng loi tic, c chng trnh tng qu cho khch hng nu t chc tic sinh nht. -u t cc dch v cng ngh cao nh wifi, thanh ton bng th tn dng. -Quan tm n cc dch v v chm sc khch hng nh c th m nhng bn nhc hay m khch hng yu cu, dch v chp nh sticker min ph lm nh lu nim ti ca hng v c th t chc cuc thi Vui cng KFC da trn nhng hnh nh y. 3.3.To im khc bit v nhn s -Tuyn chn v o to i ng nhn vin c ngoi hnh kh tr ln, nhit tnh, c nng lc giao tip, thn thin, lch s, trung thc, c tinh thn trch nhim. -V mt trong nhng i tng khch hng l tr em nn i ng nhn vin cn hi hc, c kh nng vui a vi tr em

3.4.To im khc bit v hnh nh -Thit k ca hng theo phong cch ca KFC truyn thng nhng c th trang tr thm cho ph hp vi vn ha ca ngi Vit Nam. -To nn bu khng kh lch s, thn thin. 4.La chn v khuch trng nhng im khc bit c ngha -Cn khuch trng nhng hnh nh khc bit to dng trn thng qua nhng phng tin truyn thng hin i hn nh mng internet -C th khuch trng nhng im c ngha thng qua hot ng x hi nh t thin.

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Li kt
Phn on th trng, la chn th trng mc tiu v nh v th trng l ba bc c bn trong marketing mc tiu, quyt nh v chi phi tt c cc chin lc marketing khc. y l nhng bc ban u khng th thiu trong qu trnh lm marketing mi doanh nghip, to tin cho nhng quyt nh marketing sau . C phn oan, la chn v nh v th trng tt mi c th c nhng chnh sch ph hp, ng n vi th trng.

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Tiu lun Marketing cn bn

SV thc hin: L Thanh Huyn

Trn y l bi vit Hot ng phn on th trng, la chn th trng mc tiu t nh v th trng ca KFC ti Vit Nam ca em vi mong mun ng gp mt phn nh trong vic a KFC tr nn gn gi hn i vi ngi tiu dng Vit Nam. Mt ln na em xin chn thnh cm n thy gio: Phan Thnh Hng ging vin b mn Marketing cng cc anh ch trong ca hng KFC gip em hon thnh bi vit ny!

1. 2. 3. 4.

Danh mc ti liu tham kho Gio trnh marketing cn bn - GS.TS Trn Minh o (NXB Kinh T Quc Dn 2006) Marketing da trn gi tr - Peter Doyle (NXB Tng hp TP.HCM) Bi vit Th trng thc n nhanh Vit Nam canc ngoi (Chu Hng) Cc Webside : www.kfcvietnam.com.vn vi.wikipedia.org www.marketingchienluoc.com

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