Bi Lun

Ti:

Marketing nh hang KFC

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KFC

MC LC

PHN I - GII THIU KFC VIT NAM ......................................................................................... 2 I. S LC V KFC VIT NAM .......................................................................................... 2

II. KHCH HNG MC TIU ................................................................................................ 3 III. NHNG NHU CU M DCH V THA MN .......................................................... 4

PHN II - MARKETING MIX V XUT ............................................................................. 6 I. II. III. MARKETING MIX TRONG VIC THA MN KHCH HNG ................................ 6 BNG CU HI KHO ST ........................................................................................ 16 PHN TCH V XUT ............................................................................................ 20

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KFC

PHN I

GII THIU KFC VIT NAM

I. S LC V KFC VIT NAM KFC Vit Nam l mt trong nhng chui ca hng nhng quyn ca thng hiu KFC trc thuc tp on Yum Restaurant International (Hoa K) vn l ch s hu ca mt lot chui ca hng thc n nhanh thnh cng nh KFC, Pizza Hut, Taco Bell Trong , KFC l thng hiu pht trin nht vi doanh s bn chim 45,1 % ton b doanh thu ca Yum (2009) v ni ting trn ton th gii cng s c mt trn 100 quc gia vi gn 16000 nh hng. KFC t c thnh cng ti rt nhiu th trng c bit l th trng Chu ni chung v th trng Vit Nam ni ring. KFC xm nhp th trng Vit Nam 1997, 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. V KFC mt 7 nm xy dng thnh cng thng hiu ca mnh trong lng khch hng Vit Nam chnh nh chin lc kinh doanh ph hp,sn phm uy tn,cht lng,dch v khch hng chu o v mc tiu mang n cho ngi tiu dng mt thng hiu hng u v thc phm, sng to ra s ti sng v vui nhn cho tt c mi ngi mi la tui. Nhiu nghin cu ch ra rng, hin nay KFC c hiu nh l mt nhn hiu vui nhn v bao hm nhiu ngha Tr trung trong tm hn, nng ng trong cuc sng l tiu ch v chin lc ca nhn hiu KFC ti Vit Nam. Gi y, h thng nh hng thc n nhanh ny c mt ti hu ht cc ng ph ca Vit Nam. Tnh n thng 8/2011, KFC c hn 98 nh hng phc v cho ngi tiu dng trn 16 tnh thnh. Th nhng, trong thi gian 14 nm c mt ti th trng Vit Nam th KFC dnh ti 9 nm ch tp trung pht trin th trng y tim nng vi lng khch hng mc tiu ln l thnh ph H Ch Minh KFC ch yu pht trin mnh v tp trung thnh ph H Ch Minh vi 53 ca hng ti 19 qun huyn. Tuy nhin, hin nay i sng cng nh thu nhp ca ngi Vit Nam c nng cao ti nhiu ni v KFC cng ch trng pht trin mng li rng khp ca mnh ra c nc ch khng ch dng li nhng thnh ph ln nh: H Ch Minh, H Ni, Hi Phng m cn c nhng a phng khc nh: An Giang, Quy Nhn, Ban M Thut, Rch Gi

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KFC

Cc ct mc pht trin ng nh ca KFC Vit Nam trong qu trnh hot ng v xy dng thng hiu trong lng ngi tiu dng cng vi vic m rng h thng phn phi mi ngi Vit Nam u c th thng thc KFC: Thng 12/1997: khai trng nh hng u tin ti TP.HCM Thng 06/2006: khai trng nh hng u tin ti H Ni Thng 08/2006: khai trng nh hng u tin ti Hi Phng & Cn Th Thng 07/2007: khai trng nh hng u tin ti ng Nai Bin Ha Thng 01/2008: khai trng nh hng u tin ti Vng Tu Thng 05/2008: khai trng nh hng u tin ti Hu Thng 12/2008: khai trng nh hng u tin ti Bun Ma Thut Thng 11/2009: khai trng nh hng u tin ti Nng Thng 04/2010: khai trng nh hng u tin ti Bnh Dng Thng 11/2010: khai trng nh hng u tin ti TP. Vinh, Ngh An Thng 5/ 2011: Khai trng nh hng u tin ti TP. Nha Trang - Khnh Ha Thng 6/2011: khai trng nh hng u tin ti Long Xuyn - An Giang Thng 8/2011: khai trng nh hng u tin ti Quy Nhn v Rch Gi II. KHCH HNG MC TIU KFC l mt thng hiu thc n nhanh ca M ni ting trn th gii vi phong cch m thc m cht phng Ty c trong sn phm thc n nhanh v hnh thc t phc v khc hon ton vi phong cch m thc y truyn thng ca vn. iu ny l mt thch thc ca KFC khi mun thm nhp vo th trng tiu dng Vit Nam do s khc bit v vn ha cng nh th hiu ngi tiu dng nh kh xa l vi khi nim thc n nhanh v cng khng quen vi s t phc v ti nh hng. Th nhng y cng l c hi cho KFC nh phong cch mi l v c o. Nhn thy c thch thc cng nh c hi trn, ngay t giai on u tin KFC xc nh gii tr Vit Nam (t 17 ti 29 tui) l th trng mc tiu ca mnh. y l mt th trng nng ng, kh nng tip cn vn ha mi cng nh nhng xu hng mi hay tro lu mi rt nhanh. Chnh v th, khi nim thc n nhanh v phong cch t phc v gy c s t m v hiu k i vi bn tr Vit Nam. Bn cnh , y cng l mt phn khc th trng kh ln v thp dn s vn l thp dn s tr vi s lng ngi di 30 tui chim mt phn trm kh ln.

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KFC

Khng nhng nhn thy c gii tr Vit Nam l mt th trng y tim nng, KFC cn c bit quan tm n cc gia nh c tr em nh vi mong mun thng hiu KFC s tr thnh bn ng hnh ca cc em t thu nh. Tuy nhin, c th nhn thy mt kha cnh kh khn khc trong sn phm ca KFC chnh l vn v gi. Gi sn phm ca KFC c th ni l khng ph hp i vi th trng Vit Nam, vn c mc thu nhp trn u ngi thuc hng thp trn th gii, chnh v th nhng gia nh c thu nhp kh, n nh chnh l an th trng m KFC c bit ch trng ti. C th ni, chnh nh quyt nh ng n khi la chn th trng mc tiu l gii tr Vit Nam c thu nhp kh v gia nh c tr em. KFC nhn c s chp nhn rt d dng, v dn dn tr thnh mt thi quen ph hp vi s nng ng ca gii tr cng nh bn ca mi gia nh. Chnh v th m sn phm KFC ngy cng c nhiu ngi bit n, l iu kin KFC pht trin hn na III. NHNG NHU CU M DCH V THA MN Trn ht KFC tha mn nhu cu s dng thc n nhanh ca khch hng. Th nhng thc t KFC cn tha mn nhu cu tit kim thi gian ca kh. V yu cu cng vic m nhiu ngi khng th dnh nhiu thi gian cho vic n ung th nhng g h cn l nhng mn n c th c ch bin cng nh phc v nhanh, tin li cho vic mang i v c th n nhanh. Bn cnh , rt nhiu kh n KFC tha mn nhu cu gp mt bn b cng nh th gin cng gia nh. H tm kim mt khng gian thoi mi nhng khng km phn lch s v sang trng. Ngoi ra, phong cch phc v chuyn nghip cng l mt nhu cu m kh cn tha mn. Mt phong cch phc v chuyn nghip s khng lm mt thi gian hoc gy thm phin toi cho khch hng t h c th thng thc ba n mt cch trn vn nht. K , mt nhu cu khng th ph nhn ca kh chnh l n nh hng tha mn v gic bng nhng mn n ngon ca nh hng v c th gii thiu cho bn b cng nh th hin gu m thc ca bn thn. Mt khc cng c mt s kh n vi KFC ch n thun l v h t m v mt loi thc n mi n t nc ngoi. Hay mun thay i khu v sau nhiu ngy n thc n truyn thng.
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KFC

Thm na kh cn c nhu cu bo v sc khe ca bn thn cng nh bn b v gia nh. V sinh an ton thc phm ang l mt vn nhc nhi i vi x hi ni chung cng nh khch hng ca KFC ni ring do n c nh hng trc tip n sc khe. H mun mt nh hng c kh nng bo m vn v v sinh v c c quan chc nng kim tra v chng nhn. Cui cng th hin nay cng c nhiu ngi tr quan tm n thng hiu mn n trc khi quyt nh la chn. n mt nh hng c thng hiu ni ting ngoi vic khin bn snh iu hn trong mt ngi xung quanh n cn l vn v lng tin vi cht lng cng nh ngon ca sn phm. Ngoi cc nhu cu trn th KFC cn quan tm tha mn cc nhu cu vui chi cho tr em khi chng i cng ph huynh hay nhu cu th phong cch t phc v mi l n t phng hay hoc ch n thun l nhu cu ngm cnh, nghe nhc trong mt khng gian mi

MARKETING DCH VU

KFC

PHN II

MARKETING MIX V XUT

I. MARKETING MIX TRONG VIC THA MN KHCH HNG S tha mn l mc ca trng thi cm gic ca mt ngi bt ngun t vic so snh kt qu thu c t sn phm(hay sn lng) vi nhng k vng ca ngi . Nu kt qu thc t km hn so vi k vng th khch hng s khng hi lng, nu kt qu tng xng vi k vng th khch hng s hi lng, nu kt qu vt qua s mong i th khch hng rt hi lng, thch th. Marketing mix 7ps ca KFC: 1. Product Sn phm ca KFC bao gm nhng mn n v nhng dch v ca KFC. Chin lc sn phm ca KFC nhm m rng cc mn n to nn mt thc n phong ph gip khch hng c nhiu la chn, ngoi ra KFC cng ch trng pht trin nhng dch v i km nhm tng thm cng nh hon thin hn na cht lng phc v. Nhc ti chin lc sn phm ca KFC cn phi nhc n chin lc to s khc bit vi s pha trn 30 vi phng thc tm p c bit t 11 loi hng v tho mc. iu ny lm cho khch hng c th phn bit u l sn phm ca KFC hay ca mt ca hng thc n nhanh khc. KFC khng nhng to s khc bit m cn a dng ha sn phm trn c s to nn mt thc n phong ph. Bn cnh nhng mn n truyn thng nh g rn v hamburger, KFC cn pht trin thm nhiu sn phm: g khng xng, bnh m mm, cm g, bp ci trn, burger phi l, burger tmVi vic m rng sang cc nguyn liu tm, c v mt s nc gii kht khc ngoi pepsi, KFC to ra mt thc n v cng phong ph, tng s thch th cho gii thanh nin lun thch tm kim ci mi l.

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KFC

Danh mc sn phm ca KFC cng c sp xp theo nhiu loi gip cho ngi tiu dng d chn la. Danh mc sn phm bao gm: g rn truyn thng, combo, phn tr em, phn n nh, gii khtS sp xp ny va to cho khch hng cm gic thoi mi khi c t do la chn cng nh sng to phn n cho chnh mnh hoc c th chm cc combo c sn nhng tit kim hn. KFC cng thay i khu v, kch thc, mu m cho ph hp vi m thc ca ngi tiu dng Vit Nam. V d kch thc ca Hamburger cng thay i, tr nn nh hn thch hp vi vc dng nh nhn ca ngi Vit Nam. c bit, KFC th hin s quan tm n khch hng Vit Nam bng vic cho ra i nhng phn n m cht truyn thng Vit Nam vi cm v sp, cho g, nui g, g quay Flava Roast, bnh trng Egg Tart... KFC khng nhng ch ch trng n vic pht trin thm dng sn phm mi, thay i sn phm bt kp th hiu ngi tiu dng m cn c bit quan tm n sc kho ca khck hng. KFC thay i du chin loi u nnh thay v du rau m cng ty cho rng nh hng n bnh au tim. u nnh c hm lng linolenic thp c cha hm lng axit linolenic di 3% trong khi hm lng ny du 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. Vic thay i nguyn liu du chin ny s thu ht nhiu ngi n vi KFC hn Do ngi tiu dng c th yn tm v sc khe 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. Cc bn n s thoi mi n KFC hn m khng b m nh tnh trng tha cn v bo ph. Ngoi ra khi nn dch cm gia cm bng n, nh hng rt ln n vic kinh doanh thc n nhanh ca KFC ni ring v cc nh hng phc v thc n nhanh ni chung. Nhng vn ny c KFC khc phc vi nhng ngun cung cp tht g sch v uy tn, bo m ngun gc xut x cng nh cc yu cu v y t ca c quan chc nng. Chnh iu ny to cho ngi tiu dng s an tm, tin tng khi dng sn phm c ch bin t g ca KFC Vi vic pht trin thm cc dng sn phm mi, ci thin dng sn phm c, nht l thay i loi du rn cng vi nhng nguyn liu g sch
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gip cho KFC nng cao uy tn ca mnh trn th trng, tng thm v th cnh tranh trong thng trng quc t. Bn cnh sn phm l thc phm th KFC cn c mt sn phm khc chnh l dch v nh hng vi phong cch t phc v xen ln vi s phc v tn tnh ca cc nhn vin ti ca hng KFC. y chnh l im to nn s khc bit v c o ca KFC so vi cc nh hng truyn thng. Phong cch ny khng ch tha mn s t m cng nh nhu cu c th phong cch phc v mi l ca khch hng m cn tha mn c nhu cu mun ginh quyn ch ng hn trong qu trnh phc v ca khch hng, khin h tr nn t tin v thoi mi hn trong vic thng thc ba n do chnh mnh t phc v cng nh tit kim thi gian ch i nhn vin phc v. Ngoi ra KFC cn ch trng pht trin thm nhng dch v i km nhm to thm nhiu tin ch cng nh tha mn nhu cu cho khch hng, chng hn nh dch v ght tr, dch v t hng trc tuyn, v dch v dnh cho th vip v dch v t chc party sinh nht. Dch v ght tr: to thm nhiu thun li cho khch hng khi mun s dng sn phm ca KFC nhng khng th n ca hng, KFC cung cp dch v giao hng tn ni. Nhng c mt im c bit trong dch v giao hng ca KFC chnh l tiu ch ght tr. Khch hng mua sn phm KFC qua tng i in thoi, nhn vin trc tng i KFC s nhn n t hng vi cam kt giao hng trong thi gian 30 pht i vi n hng t 200.000 tr xung (trong phm vi qui nh), i vi cc n hng c gi tr trn 200.000 th nhn vin tng i s xc nhn thi gian vi khch ty theo a im giao hng. Khng p dng chng trnh vi n hng t 500.000 tr ln. Nu nhn vin giao hng n tr hn thi gian hn th khch hng s c min ph ton b gi tr phn n KFC giao tr hn cho ln mua hng tip theo. t hng trc tuyn qua internet: y l chc nng mi trn h thng website ca KFC hot ng t 9h sng n 9h ti mi ngy. Ch cn click vo mc t hng trc tuyn ti trang ch, trang menu xut hin vi y thng tin, hnh nh sn phm, gi khch la chn, sau khi click vo mc thanh ton, khch s phi in thng tin c nhn: h tn, s in thoi, a ch v gi n hng, sau , nhn vin KFC s lin lc li vi khch hng. Dch v ny nhm lm tha mn cng nh tip cn i tng khch hng m thi gian s dng internet di v thng xuyn nh: nhn vin vn phng, sinh vin, thanh thiu nin
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KFC

T chc Party sinh nht ti KFC: KFC a ra dch v ny nhm vo nhng gia nh c tr em mun c khng kh vui nhn, mi l, nhng gia nh yu thch s tin li hay nhng ph huynh bn rn khng c thi gian chun b tic cho con. Khch hng t tic phi ti t trc tip ca hng, gp qun l ca ca hng hoc nhn vin chu trch nhim v dch v ny, ti ca hng gm c 2 gi tic: trn gi v t theo tng mn. Dch v ny th hin r rng tiu ch lm bn ng hnh ca khch hng tim nng t nh ca KFC ng thi cng gip cho nhng ph huynh bn rn c mt s la chn hon ho trong vic t chc tic sinh nht cho tr Th VIP: Mt s li ch m khch hng nhn c khi s hu th VIP nh c gim 10% mi ln mua sn phm ca KFC, tham gia ngy VIP Day vo mi th nm cui cng ca thng vi cc chng trnh nh khi mua combo s c gim 30% v mim ph mt s phn n do KFC qui nh. Nhng tin ch ca dch v km theo ny thc s gip cho khch hng tit kim c tin cng nh tng thm mi quan h cho khch hng v KFC. 2. Promotion KFC s dng cc knh khc nhau trong promotion nh khuyn mi, qung co v cc hot ng PR. Thng qua cc hot ng qung co v PR, KFC mun truyn ti thng tin v KFC ti khch hng ng thi cng qung b thng hiu ca mnh ngy cng rng ri trong cng ng cng nh to s khc bit cho sn phm ng thi thc y tiu dng. Hot ng khuyn mi nhm mang ti cho khch hng nhiu li ch, tng thm s tha mn ca khch hng khi n vi KFC ng thi cng thu ht c nhiu khch hng hn. Qung co ca KFC nhm xy dng nhn thc ca khch hng v sn phm, cm nhn tt v sn phm v nh v sn phm t tng thm s ln tiu dng li ca khch hng. C th thy khi KFC tung ra cc TVC qung co th thng hiu KFC c nh v trong lng khch hng, do qung co ca KFC khng hng ti xy dng nhn thc ca khch hng v thng hiu KFC m mun truyn ti thng ip V ngon trn tng ngn tay . Vi hnh nh th hin s thm ngon kh cung li ca mn g rn KFC, s tin dng v thoi mi khi n ti ca hng hay mang i, cc TVC ny tht s thu ht c s ch ca ngi xem c v ni dung ln hnh thc, to c s n tng v khc su c thng ip V ngon trn trng ngn tay vo lng ngi tiu dng, a KFC tr thnh chui ca hng n nhanh c ng o ngi dn bit n.
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MARKETING DCH VU

KFC

Ngoi ra, KFC cn s dng cc phng tin khc nh thng qua internet nh facebook, website hoc bo ch, t ri, banners ngoi ca hngcho cc hot ng qung co v thng tin v cc chng trnh khuyn mi. Nh cc phng tin trn, khch hng c th d dng bit n nhng thng tin mi t KFC v tm kim thm nhng thng tin cn thit khi c nhu cu. c bit l trang mng facebook v website ca KFC, ni cp nht nhng thng tin y v mi nht v chng trnh khuyn mi, sn phm, gi c, cc hot ng, cc s kin ca KFC. ng thi, khch hng cng c th phn nh cm nhn v a nhn xt ca mnh trn Facebook ca KFC Trong cc hot ng PR, KFC n lc to cho khch hng nhn thc v KFC l mt dch v tt, chuyn nghip v v khch hng, v cng ng cng nh xy dng mt hnh nh thng hiu KFC tt p trong lng khch hng. KFC c nhng hot ng thng nin hng n cng ng gp phn tng thm hnh nh thng hiu, to s thin cm ca khch hng i vi KFC nh: lp cc i tnh nguyn KFC tham gia cc hot ng t thin, gip tr em, ngi tn tt ... Nhn k nim 8 nm ngy thnh lp chui nh hng thc n nhanh KFC ti VN, chui nh hng ny ng gp tin cho qu t thin ca Hi bo tr tr em m ci, tn tt qun G Vp. ng Graham Allen - Ch tch Tp on Yum Restaurant International, tp on c nhiu thng hiu ni ting (trong c KFC), trao tng s tin 64 triu ng cho qu t thin ca Hi bo tr tr em m ci - tn tt Q.G Vp (TP.HCM) nhm gp phn vo hot ng nui dy tr bt hnh. Ngoi ra, KFC cn mi cc i s i din cho vn ha M nh ngi i s n phc v th cng nh chp hnh lu nim nhm mang n khng kh mi l th v cho khch hng cng nh tng thm tnh cm ca khch hng v KFC. Bn cnh cc hot ng qung co v PR, KFC c rt nhiu chng trnh khuyn mi: KFC summer so good,Cc mt ma h, KFC th ba c bitnhng chng trnh khuyn mi lm tng thm nhng gi tr dch v m KFC mang ti cho khch hng. Vi hnh thc khuyn mi a dng, KFC khng nhng to c s tha mn nhiu hn trong lng khch hng m cn thu ht c thm nhiu khch hng n vi KFC, c bit l nhng khch hng cn bn khon hay lo ngi v gi ca sn phm KFC. 3. Place
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KFC

Ngy 27/12/1997, KFC khai trng ca hng u tin ti TP H Ch Minh v n nay KFC xy dng mt h thng ca hng rng khp. n cui nm 2005 ton b h thng KFC Vit Nam l 17 ca hng, v cho n thng 2 nm 2008 con s ny ln ti 44 ca hng. n cui nm 2009, KFC c hn 70 ca hng. Hin nay, KFC Vit Nam c hn 98 ca hng trn khp 16 tnh thnh: TP H Ch Minh, H Ni, Hi Phng, Cn Th, Vng Tu, Bin Ho, Bnh Dng, Bnh nhiu ny cho thy chin lc m rng cc knh phn phi dn tri ti nhiu a phng nhm tip cn ti a khch hng. Th nhng, cc ca hng tp trung nhiu nht ti cc thnh ph ln, trung tm th nh TP H Ch Minh c 53 ca hng, H Ni c 23 ca hng v y l nhng ni tp trung lng khch hng mc tiu. Ti H Ch Minh, mi qun u c t nht mt KFC, qun 1 (10 ca hng), qun 10, qun 5 , bnh thnh (5 ca hng). Ti H Ni, do KFC mi m rng sau ny nn s lng ca hng cn t so vi HCM. Cc qun trung tm nh qun Cu Giy, ng a, Hai B Trng ti a l 4-5 ca hng. Vi mt ca hng rng khp nh th KFC tng ph sng trn th trng v to ra nhiu thun tin hn cho khch hng khi n KFC. Khch hng khng phi i qu xa m c th n nhng KFC trong khu vc vi cht lng phc v tng ng. iu ny gip khch hng tit kim c nhiu thi gian v tin bc i li hn. Chin lc phn phi rng ri khng ch c th hin v mt a l m cn c th hin s lng ca hng cng nh v tr phn phi. Ban u KFC thng chn cc siu th hay trung tm mua sm v nhng a im thng c t ti nhng ni ng dn c v thun tin cho ngi dn mua sm cng nh thng thc KFC sau khi mua sm mt mi. Th nhng, tc pht trin ca siu th v trung tm mua sm chm hn tc pht trin knh phn phi rng khp ca KFC nn KFC tin hnh la chn cc ca hng c t nhng v tr rt p v thun li nh ti cc giao l vi hai mt tin tn dng c li th c hai mt tin, to nn mt khng gian thong cho ca hng ng thi mt tin rng ri thut li cho vic xe ca khch hng, tng thm cht lng phc v ca KFC nhm m rng v tng nhanh s lng knh phn phi khng ch cc thnh ph ln m cc a phng nh. 4. Price to ra mt thc n phong ph, nhiu la chn cho khch hng, KFC cung cp nhng sn phm khc nhau vi cc mc gi khc nhau. Thng tin v gi ca sn
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KFC

phm c c ghi r rng trong menu ti quy, v trong menu ng trn website v facebook ca KFC Trong nhng bc u tin thm nhp th trng Vit Nam khi m ngi dn cn qu xa l vi thc n nhanh cng mi v ca n, KFC s dng chin thut nh gi thm nhp th trng, s dng gi thp thu ht th phn ln trc khi cc i th ui kp. Khi c s khch hng trung thnh s tin hnh tng gi. V r rng chin lc ny c hiu qu khi nm 2006 KFC bt u c li v s lng khch hng v khch hng trung thnh tng vt. V khi s lng i th cnh tranh tng ln nhanh chng th KFC hin nay chuyn sang chin lc nh gi theo cnh tranh vi mc gi cao hn i th nhng khng ng k ch yu l to hnh nh dn u cng nh nh vo tm l gi cao hn ng ngha vi cht lng tt hn ca khch hng. Ngoi ra, KFC cn c nhng chin lc iu chnh gi theo i tng khch hng nh nhng chng trnh u i v gi cho nhng khch hng s hu th VIP v dnh mt s phn n vi mc gi c bit cho nhn vin ca mnh hay theo hnh thc sn phm nh chia menu thnh nhng mn n ring l hay nhng phn n gi l combo. Phn n ny gip cho khch hng tit kim hn l khi gi nhng mn n ring l hoc theo thi gian nhng chng trnh khuyn mi gim gi trong mt thi gian ngn. 5. Physical evidence Cc ca hng KFC u c nt c trng l nn tng trng v biu tng ng gi Colonel. Tt c cc nhn vin ca cng ty u thng nht cng ng phc v ty theo cp bc ca nhn vin m c s nhn bit khc nhau. H thng nhn din thng hiu nh th gip khch hng c th nhn ra KFC d dng khng b nhm ln vi cc thng hiu khc. Khng ch to cho khch hng n tng t ci nhn bn ngoi, khch hng cn nhn thy c s chuyn nghip trong cch phc v ca nhn vin ti ca hng. KFC p dng cht ch cc tiu ch Champs v tiu chun v sinh, cht lng, tc , s chnh xc, thit b vn hnh tt nhm mang li cho khch hng s phc v tt nht. H thng trang thit b hin i v p ng c nhu cu khch hng. Khch hng c th va n va tr chuyn trong khng gian thoi mi, lch s cng bn b, gia nh, c th gin vi tivi, m nhc du dng v nh nhng. H thng v sinh p ng cho nhu cu ca khch hng vi s sch s v tin li. Bn cnh ,
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mt s ca hng, KFC cn dnh nhng khu vc cho tr em vui a, phc v cho cc em nh nhn ngy sinh nht, to cm gic an ton cho ba m khi a tr vo h thng ca hng Vo KFC khch hng s cm nhn c s sang trng,thanh lch trong cch bi tr ca ca hng. Khng gian ca hng lun to s mt m, vui ti vi nhng hnh nh trang tr bt mt, sinh ng v vui nhn. Vic by tr bn gh mang n cho khch hng mt s thoi mi nht nh khi s dng thc n ti ca hng, m bo khch hng c khng gian ring v hp l. Chin lc c s vt cht ca KFC lun mun hng n s hin i, nng ng, thoi mi, sch s v an ton cho khch hng. 6. People S cp bc nhn vin ca KFC:

Con ngi l yu t quan trng trong hot ng ca mt t chc quyt nh s thnh bi ca mt doanh nghip. Vi doanh nghip hot ng lnh vc dch v th yu t con ngui c mt v tr c bit vi sn phm ca doanh nghip v gp phn khng nh to nn s thnh cng cng nh nh v c thng hiu trong lng khch hng. Thi phc v tn tnh, chu o gii p cc thc mc, gii quyt khiu ni, cung cp y thng tin v sn phm khi khch hng cn to nn s tha mn ca khch hng khi s dng dch v ti KFC. S thn thin, ti vui ca nhn vin to cho khch hng mt khng kh thoi mi v d chu. Cng thc thnh cng ca KFC l tp trung vo vic nng cao nng lc ca nhn vin nm tho mn nhu cu ca khch hng v tng li nhun. KFC th hin
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mt phong cch chuyn nghip trong i ng nhn vin, khng ngng ci thin i ng nhn vin hot ng mt cch c hiu qu nht. KFC u t chi ph vo vic hun luyn nhn vin ngay t u vi quy trnh hun luyn cht ch: nhn vin mi s phi i lm vic Trial shift trong 2 ngy v mi ngy l 4 ting xem kh nng thch ng i vi cng vic. Sau khi hon thnh Trial shift v u c s chp thun gia 2 bn l ng vin v nh hng th nhn vin mi s c gi i hc Orietatin l nh hng ngh nghip ca KFC, cn c chng nhn ny l hc qua lp ny mi c lm vic ti KFC. Trong bui hc cng ty s hun luyn cc k nng c bn v dch v bn hng ti KFC cng nh nhng cng c s h tr gip nhn vin lm tt cng vic ca mnh nh:Tiu ch CHAMPS, ngha ca SMILE, Phng php LAST dng gii quyt than phin khch hng. i vi qun l: ty tng cp qun l,cng ty s hun luyn nhng chng trnh o to ring gip cc cp qun l c nhng k nng c bn trong cch iu hnh ca hng. Cng ty cn c nhng chng trnh o to, nhng chnh sch pht trin thng chc dnh cho nhn vin v qun l. Bn cnh ,cng ty c nhng ch khen thng nhm khuyn khch, thc y nhn vin lm vic tt hn, phc v khch hng tt hn v d nh phn thng dnh cho 2 nhn vin tt nht ca thng,nhn vin ca nm,qun l ca nm. Tt c cc chng trnh o to nhn vin ca KFC u hng ti vic khng ngng ci thin, nng cao k nng, trnh chuyn mn trong cng vic cho nhn vin c th p ng tiu chun phc v tt hn, chuyn nghip hn to c s thin cm ca khch hng, hi lng khch hng hn , gp phn to nn mt thng hiu KFC thnh cng hn na th trng Vit Nam. 7. Process a. Quy trnh phc v Khi n KFC, phong cch phc v c trng l phong cch t phc v. Khi khch bc vo ca hng, nhn vin KFC s cho khch bng n ci thn thin,lch s. Khch tin thng ti quy ca KFC. Ti , thc n vi nhng hnh nh bt mt v gi c r rng c trng by, gip cho khch hng la chn d dng v nhanh chng. Sau khi chn mn, nhn vin ti quy s ghi nhn li v gi cho bn ha n thanh ton. Khch thanh ton ha n cho cashier, v ngay
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sau (khong 1-2 pht) khch nhn thc n v b n v tr mnh thch thng thc. Tuy nhin, c nhng khi khch i ng ngi, gi nhiu mn, khng mun khch phi ng i lu, nhn vin s hng dn bn n mt v tr ngi thch hp trong lc i nhn vin phc v mang thc n n. Cn nhng gia v ph i km thc n nh tng t, tng c hay tm, ng ht, khn giy khch s t phc v. Khch n ni cc gia v cng nh vt dng, v em li bn n ca mnh thng thc. V sau khi dng xong, chn, da, dao, na s c li trn bn,mi th s c nhn vin phc v ca KFC dn dp sch s. Xen ln vi phong cch t phc v l s phc v nhit tnh,thn thin ca nhn vin KFC khi khch c bt c yu cu. Vi s kt hp hp l gia 2 phong cch phc v , KFC tha mn c rt nhiu khch hng, t ngi d chu nht cho n ngi kh tnh nht. Trong qu trnh phc v,mi hot ng trong ca hng t cch lm vic ca nhn vin n thi ca khch hng u c gim st bi qun l , mi ca hng, nhn vin c qun l ch o, theo di v nh gi. Qun l s nhc nh nhn vin nu thy mt khch no n trc nhng khng c phc v trc nhm m bo s cng bng cho khch hng. Bn cnh , vi nhng vn ngoi kh nng v quyn hn ca mnh, nhn vin khng c php t a ra quyt nh v gii quyt, m ngi qun l ca ca hng KFC s l ngi ng ra chu trch nhim. V d nh, khi khch hng phn nn v bt c iu g sai st ca dch v (cht lng thc n, cung cch ca nhn vin,.), qun l ca ca hng s ng ra xin li v lm du khch hng, sau xem xt li nhn vin ca mnh, gip h sa i sai lm. b. ng dng cng ngh Trong mi trng cng ngh pht trin nh v bo hin nay, vic ng dng cc cng ngh l khng th thiu i vi bt k dch v no. KFC cng khng ngoi l. Hin nay, h thng website ca KFC c hnh thnh vi phong cch sng to, thu ht v hnh nh, m thanh sng ng. Trn , thc n ca KFC c a vo, vi hnh nh v gi c ging nh trn thc n giy ti cc ca hng. Khch hng trc khi n KFC c th tham kho trc thc n thng qua website c s la chn tt nht, tha mn nht. Bn cnh , trn website ca KFC, xy dng xong phn t hng trc tuyn. Khch hng s click vo , chn mn n mnh mun theo thc n, in cc
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thng tin v tn, a ch, thi gian, s in thoi vo cc khung yu cu v gi yu cu t mn i. Sau , cc nhn vin t cc ca hng KFC s gi li cho khch hng sm nht phc v h. Nu khch hng khng mun phi ch i, mun n lin, th c th ln website xem thc n, v gi ngay n ng dy nng (08) 3848 9999 t hng. Lc , nhn vin tip tn s tip bn qua in thoi, hi cc thng tin v tn, a ch, s in thoi v sau 30 pht, bn s nhn c mn n ca mnh thng qua nhn vin giao hng ca ca hng gn nht. Lc , bn thanh ton ha n trc tip cho nhn vin giao hng lun. Mt iu lu , vi nhng ha n trn 80,000 th khch hng c hon ton min ph dch v giao hng; cn vi nhng ha n di 80,000 th khch hng s phi tr thm 10,000 cho dch v giao hng. Ngoi ra, KFC khng nhn giao hng cho nhng n hng di 50,000. Vi mt slogan Ght tr !, KFC lun c mt i ng giao hng tn tnh, chu o, v lm hi lng khch hng ca mnh vi thi gian ngn nht. Ngoi ra, KFC cn s dng cc cng ngh trong qu trnh qun l kim sot cht ch cht lng dch v, cng nh cht lng i ng nhn vin. Thng qua vic kim tra st, KFC lun m bo tha mn mi khch hng n vi KFC. II. BNG CU HI KHO ST 1. Gii tnh a. Nam 2. tui a. Di 18 b. 18 25 3. Ngh nghip a. Hc sinh Sinh vin b. Lao ng ph thong 4. Thu nhp: a. Di 3 triu b. 3tr 8tr 5. Bn thng i n KFC vi ai NHT: a. Mt mnh b. Gia nh

b. N c. 26 35 d. Trn 35

c. Khc

c. Nhn vin vn phng d. Khc: .. c. >8tr 15tr d. Trn 15tr c. Bn b d. Ngi yu

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6. Bn thng gi mn g NHT ? a. G rn b. Hambuger 7. Bn thng gi phn n g NHT? a. Compo b. Gi theo tng mn 8. L do bn chn phn n ?......................................................................................... 9. Khi mun n thc n nhanh, bn s: a. Chn n KFC ngay. b. Lng l, ri chn KFC c. Khng suy ngh, n g cng c. 10. Mc nh hng ca cc yu t sau n quyt nh chn KFC ca bn : ( nh gi t 1 n 5 theo mc t t nh hng nht n nh hng nht ) Qung co Khuyn mi Bn b Tin li n Gi c Sang trng Dch v 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 2 3 3 3 3 3 3 3 3 4 4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 d. Lng l, ri khng chn KFC e. Khng chn KFC. c. Kem/nc gii kht d. Khc

11. nh gi mc ng ca bn vi cc kin sau v KFC ( nh gi t 1 n 5 theo mc Bn thch KFC ! Thc n y ngon Phc v n cn Gi c hp l Cch trng by bt mt Khng gian thoi mi Thng xuyn c 1 1 1 1 1 1 cc 1 2 2 2 2 2 2 2 3 3 3 3 3 3 3 4 4 4 4 4 4 4 5 5 5 5 5 5 5
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chng trnh khuyn mi Dch v giao hng tt hng nhanh Cc ca hng KFC hin nay 1 l thun tin cho bn n n 2 3 4 5 1 2 2 3 3 4 4 5 5 Thi gian ch i ca 1

12. nh gi cm nhn ca bn khi s dng n KFC: (1- rt khng hi lng,5-rt hi lng) Ngon B dng c o phm 13. Bn s dng dch v no ca KFC? (cu hi nhiu la chn) a. giao hng b. t chc tic c. th vip 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

An ton thc 1

Nu chn p n a, xin vui lng tr li cu14. Nu chn p n b vui lng tr li cu hi tng ng 15. 14. kin ca bn v dch v ght tr ca KFC: (1-hon ton khng hi lng,5-rt hi lng) Thi nhn vin giao 1 hng Thi gian giao hng t hng Nhn vin tng i lch 1 s ng dy t hng 1 khng bao gi bn. 2 3 4 5 2 3 4 5 1 2 2 3 3 4 4 5 5 m bo giao ng n 1 2 3 4 5

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15. kin ca bn v dch v t chc sinh nht ti KFC: (1-hon ton khng ng . 5-rt ng ) Vui nhn Chu o Gi Tin li thch hp 1 2 3 4 5 1 1 c 1 2 2 2 3 3 3 4 4 4 5 5 5

16. Xin bn vui lng cho kin: (nh gi t 1 n 5 theo mc t khng ng n ng ) Bn cm thy thoi mi vi phong 1 cch t phc v ti KFC Nhn vin phc v tt KFC Bn rt thch website ca KFC website ca KFC 17. Bn bit thng tin Khuyn mi t u (nhiu la chon) a. tv b. face c. website d. Qua bn b,ngi than 18. Sau khi bn gi th phn nn v dch v KFC, bn c thy KFC thay i tt hn ko? a. Tt hn. b. Vn th. 19. Bn c bit chng trnh khuyn mi gn y ca KFC khng? a. C a. Khuyn mi ngon hn bnh thng b. Khuyn mi d hn bnh thng b. Khng c. Nh nhau. 20. Bn c hi lng vi cht lng ca sn phm khuyn mi khng? c. Ti cha gi th gp bao gi. e. t ri f. qung co g. khc: .. 1 2 2 3 3 4 4 5 5 Bn ng h hnh thc t hng trn 1 1 2 2 3 3 4 4 5 5 Mc hi lng v khuyn mi ca 1 2 3 4 5

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III.

PHN TCH V XUT Qua kt qu m nhm thu thp c, a s nhng ngi c kho st l thch n KFC (45,8%) v cho rng KFC ngon (ch c 23% l cho kin ngc li). Hu ht u hi lng vi s tin li ca KFC , tin tng vo uy tn, cht lng v sinh an ton thc phm ca KFC. KFC khng ch to ra cho h mt khng gian thoi mi m thi gian ch i n cng rt nhanh. Tuy nhin, da vo bi phn tch v kt qu kho st, KFC cng c nhiu nhc im cn khc phc khch hng hi lng nhiu hn na v KFC. Sau y, nhm xin a xut: Sn phm:

KFC ngy cng c nhiu mn mi p ng th hiu, khu v ca ngi Vit Nam. n KFC ngy cng c chp nhn nhiu hn i vi ngi Vit Nam c bit l gii tr, theo kt qu kho st,ch c 23 % cho rng kfc khng ngon.V sinh an ton thc phm hin ny l mi quan tm hng u ca ngi tiu dng, KFC vi sn phm cht lng tt to c s uy tn ,lng tin ca ngi tiu dng v sn phm an ton ,cht lng v sinh.Tuy nhin, ch c 20,9 % cho rng KFC b dng.Trong ci nhn ca ngi tiu dng Vit Nam, KFC vn c cho l thc n gy bo,nng. Ngoi nhng sn phm truyn thng ca KFC, cng ty cn cung cp nhng mn mi, n km theo nhiu dinh dng cho tr con, ph n nh c thm nhiu loi sp b dng, phn cm nhiu rau c hn, phn g km theo nhiu rau xanh hn

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KFC vn ni ting vi mn g rn truyn thng tuy nhin, khi nhm tin hnh kho st, ch c 18,8 % cho rng KFC c o .Trc s cnh tranh ca nhiu i th,nhiu sn phm tng t c mt trn th trng, sn phm ca KFC dn mt i s c o trong tm tr khch hng. V th, bn cnh nhng sn phm mi nh cp trn, KFC cng cn phi khng nh sn phm truyn thng ca mnh nh kt hp nhng mn dinh dng khu phn nh vi g truyn thng . Ngoi ra, KFC cn a dng hn v thc ung p ng nh cu ca khch hng , b sung nhng ung mi b dng nh c thm nc p tri cy ti nhiu vitamin v khong cht, nhng thc ung gip tr d tiu ha sau khi n cc mn chin. i vi dch v: cng ty cn nng cao h thng gp hn na. Trn website, facebook cng ty cn c mt mc ring cho nhng phn nn, gp ca khch hng. Ti cc ca hng, thng gp cn t ti v tr khch hng d dng nhn thy.

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Qua kho st ca nhm: 35,4% cho rng gi c khng hp l, 25 % l ng . Nhng v a s,nhng ngi m nhm kho st l hc sinh , sinh vin( 44 hc sinh , sinh vin, 5 nhn vin vn phng). C th thy rng, s lng hc sinh sinh vin cho rng gi c ca KFC cha hp l l rt nhiu. Theo xut,KFC nn c chng trnh gim gi cho sinh vin khi h xut trnh th sinh vin lc thanh ton ha n, nhng th khuyn mi gim gi ca KFC cn ph bin nhng coupon ny hn na n hc sinh ,sinh vin. Hoc a ra cc hnh thc chit khu, gim gi cho nhng nhm i trn 10 ngi KFC Theo kt qu kho st ,70,8% cho rng khuyn mi ca KFC nh hng nhiu n h, v vy KFC cn c p dng chng trnh khuyn mi nhiu hn c thm nhiu khch hng hn. C mt s kin cho rng, cht lng sn phm khuyn mi khng bng vi sn phm thng thng, lm nh hng n tm l khng tin tng vo hnh thc khuyn mi. KFC cn c nhng chng trnh khuyn mi p ng thc s ngi tiu dng hn. Theo s liu nh sau:

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a s ngi kho st ng nhn vin KFC phc v tt vi 53,9% , tuy nhin, vi 11,3 % khng ng v 33,7 % khng kin , KFC cn quan tm nhiu hn n cch phc v ca nhn vin v thi , s nhit tnh, nhanh nhn ca nhn vin hn. KFC vn l mt dch v tiu chun, nhn vin ng vai tr rt quan trng trong qu trnh phc v khch hng, nhn vin cng phc v tt, khch hng cng hi lng hn, nhn vin l mt trong nhng nhn t quan trng gip khch hng quay li vi ca hng . Trc s cnh tranh vi cc dch v tng t ca i th, nhn vin ng vai tr quan trng gi khch hng trung thnh. Cng ty cn nng cao cht lng phc v ca nhn vin hn na, c bit, qun l l ngi gim st, h tr nhiu cho nhn vin phc v khch hng tt hn.

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