Kentucky Fried Chicken (KFC) c mua li bi Pepsi-Cola, Incorporated (PepsiCo) vo nm 1986.

. KFC l mt chui nh hng thc n nhanh c tr s ti Louisville, Kentucky v c bit n trn ton th gii i vi g chin ca mnh. Mt khc, PepsiCo l mt cng ty nc gii kht ton cu v n nh. Vo thi im , PepsiCo c m rng trong phn khc nh hng dch v nhanh chng. H pht hin ra rng thc n nhanh tip th l rt tng t nh nc gii kht v tip th thc phm n nh. Cng ty thnh lp Nh hng PepsiCo trn ton th gii to ra tng hp gia cc cng ty nh hng ca mnh . PepsiCo chn c c KFC v chui yu trong ngnh cng nghip tht g cui cng s ri khi th trng v KFC vn cn c ch pht trin c bit vng ng Bc v khu vc gia i Ty Dng. V phn ca KFC, n l mt chin lc quc t, trong mc tiu ton cu ca h c th hin thc. phn phi cc sn phm PepsiCo, cng ty hnh thnh quan h i tc vi mt s nhn hiu v mua li mt s thng hiu. PepsiCo mua li KFC cho $ 850 triu tin mt. Vic thanh ton c s tin mt thu c tr li c ng cao hn rt nhiu (2001). KFC ln k hoch " thc y sn phm mi chin u chng cnh tranh ngy cng tng t cc dy chuyn bnh m tht kp v cc khi nim g khc (Don Jeffrey, 4 thng 8 , 1986) ". V phn ca PepsiCo, qu trnh mua li l mt c hi tng doanh s bn hng ca h . Khi ngha v hp ng c hon thnh, 1, 200 cng ty thuc s hu KFC n v phc v Pepsi ung ngt.

KFC kch hot trong mt nng cp ton h thng. PepsiCo m rng vn cho vic nng cp n v v m rng . Theo PepsiCo, thiu s lnh o sng to cng c gii quyt. Qun l hng u ca KFC tr nn n nh hn so vi cc i th cnh tranh ca h. PepsiCo thc y KFC sn xut nhiu loi sn phm mi v n khng c c i mi sn phm t cui nm 1984. KFC xy dng mt trung tm o to v k thut mi cho nghin cu pht trin. Gregg Reynolds, Ph Tng thng, tuyn b rng cc c s c xy dng " tng cng sn phm ca chng ti v kh nng thit b" . PepsiCo cam kt trong vic gip KFC trong cc chng trnh giao hng tn nh nh nhng g h lm cho Pizza Hut. Quan st ngnh cng nghip tin rng g giao hng tim nng (1986), nhng nhn quyn v iu hnh thn trng v cc chng trnh giao hng k t khi li nhun vn cha c chng minh . H khng c bt k tng nu n i lm vic. Mt vn khc phi i mt vi KFC l "lm tht mang v bn hng v bo him cho cc trnh iu khin tr (15 Thng 12, 1986)" . Gi v thay i trnh n c tho lun k lng. La chn thay th g rn c th nhn c trong cch ca hnh nh ca ch k g chin. Gim c iu hnh b thuyt phc v ng h vic phc v ca g rn truyn thng c pht trin khong 50 nm trc y. KFC tham gia vo ba n tra kinh doanh v phc v cc hng mc ph nh x lch, bnh m v sp.

KFC strategized v tip th phn khc g . Cng ty thm nhp cc phng tin truyn thng v tng s hin din ca h trn truyn hnh vi qung co khu hiu qung co. Th phn ca KFC tng 45,3% tng lu lng truy cp ca khch hng. Cc ca hng bn hng trung bnh tng n 5% . Nm 1987, KFC thm khong 180 ca hng trn khp nc M . C 4, 675 n v khi thng chn kt thc (1986) . Trong nm mt mnh, Wall Street bo co mt s gia tng t $ 1,13 n $ 33 trong khi lng ca 900, 000 c phiu (1986), bi v vic mua li. KFC tng ln n 6, 600 n v 55 quc gia v vng lnh th. Trong khi , PepsiCo khi hnh trong kinh doanh chui nh hng trong nm 1997 khin h bn mt s thng hiu mua li v spin-off nhng ngi khc vo mt cng ty mi. KFC, Pizza Hut v Taco Bell, v cng vi cc nhn hiu khc trong phn khc n nhanh c tch Tricon Nh hng ton cu, m cui cng thay i Yum ! Thng hiu, Incorporated. Hin nay, KFC l cu trc theo hai b phn PepsiCo l Nh hng v nh hng quc t PepsiCo PepsiCo trn ton th gii . Khng cp n KFC thng qua PepsiCo, i tin phong trong dch v phi truyn thng trong phn khc g . N phc v nh l mt cch thm nhp th trng mi nh giao hng, drive-thru, mang, quy hng, siu th, sn vn ng v cng vin vui chi gii tr.

Q2: gi tr gia tng m PepsiCo a n KFC l g? PepsiCo mua li mt thnh cng? Ti sao n nh vy? Vic mua li ca KFC bi PepsiCo l mt chin lc quc t cho cc cng ty KFC. H khm ph s nng ng ca chui nh hng phc v nhanh. T khi thnh lp vo nm 1954 i cng cng bn cho Heublin sp nhp Hueblin RJ Reynolds, Inc (RJR Nabisco, Inc) mua li sau ny ca PepsiCo, KFC gp phi ng thi nhng im mnh, im yu, cc mi e da v c hi. PepsiCo gi tr gia tng v tm quan trng KFC, v ngc li. PepsiCo mang li rt nhiu c hi m KFC c th khm ph. l: "Xy dng thng hiu kp"

N gip thu ht mt c s d liu ngi tiu dng rng ln hn v do to ra li nhun cao hn. i vi cng ty, n l mt cch l tng m rng mt cch nhanh chng vi tin b ra t hn, tng lng ngi tiu dng v gim chi ph qung co. Tng trong cc knh phn phi

Mua hng thun tin l nhng g hu ht mi ngi nhu cu. a im phi truyn thng cung cp c hi tuyt vi KFC khai thc do lu lng truy cp cao. Vic mua li cc mi e da gy nguy him cho v tr ca KFC. l:

bo ha ca th trng M

Cung cp y bi v ngnh cng nghip ang pht trin phn khc g c th dn dn bo ha th trng M. Theo Hip hi Nh hng quc gia (NRA), nm 1995, doanh s bn hng thc phm-dch v t 289,7 t USD. Tng cnh tranh v tng doanh s bn hng ca sn phm thay th

Cc sn phm khc ca ngnh cng nghip g gii thiu sn phm thay th cho tht g rn KFC nh McChicken cho McDonald, tht g v Teriyaki vi go cho Jack trong Box, cnh g ca Domino v Pizza Hut p, tht g nu chn rotisserie. Thng xuyn thay i s thch ca ngi tiu dng

Trnh n ca KFC b hn ch thc n chin xo. Trong nhng nm 1980, ngi yu cu tiu th thc phm lnh mnh hn nhiu. Bi v iu ny, KFC thay i thc n ca mnh v thm vo cc dch v p ng cc thm mun cho khe mnh thi quen n ung. KFC ti a im mnh ca h trong bao gm: Cng thc b mt ca KFC

iu ny thit lp KFC ngoi t tt c cc i th cnh tranh ca n . u tin trong chin lc (Paley, 2002) ca KFC v "cng thc b mt" v c bn l cha kha thnh cng ca KFC . Tn cng nhn v danh ting

Chin lc ny cho php KFC tn thng hiu cng nhn v v tr n nh trong ngnh cng nghip . S thnh cng ca PepsiCo trong ngnh cng nghip nh hng phc v nhanh Cc chin lc qung co tng t c p dng cho Pizza Hut v Taco Bell c cc chin lc tng t p dng cho KFC. Cng ty thng tr phn khc ln nht v c tc pht trin nhanh nht bn ngnh cng nghip thc n nhanh. Nhn vin trung thnh

"C nhn" qun l ngun nhn lc lm cho mt lc lng lao ng trung thnh. Trc khi vic mua li, KFC nhn vin c hng li ch tt, lng hu v cc nhu cu khc khng c thu nhp. Ci thin hiu qu hot ng

Hiu qu c th trc tip nh hng n li nhun hot ng. Do cnh tranh, cc cng ty khng mun tng gi. Mt s ci thin dch v khch

hng, cc tiu chun sch s, dch v nhanh hn v thn thin v nht qun trong cc sn phm cht lng bao gm cc KFC. Cc im yu ca KFC c xc nh nh sau: nh hng doanh nghip gy nhm ln do bn v bn li KFC

KFC bn c ba ln t nm 1971 v 1986 . Mc d, vic mua li bi PepsiCo KFC mt cng ty n nh hn so vi cc ch s hu trc y Heublin, Inc v RJ Reynolds, Inc . Span ca tip th sn phm mi

i th cnh tranh bt u cung cp sn phm thay th v i mi sn phm khng bao gi l mt u tin KFC. PepsiCo mua li ku gi cc cng ty i mi sn phm rt cn thit. iu ny dn n mt s chm tr trong nhn thc ca ngi tiu dng v cc sn phm khc ca KFC. Nn vn ha mu thun gia KFC v PepsiCo

KFC c da trn mt trong khi cch tip cn thoi mi, vn ha ca PepsiCo l mt thi "nhanh chng ". K t khi mua li, cc nhn vin KFC thiu an ninh cng vic m h c hng trc khi. Qun l doanh thu Hng u

Vo ma h nm 1990, cc nh qun l hng u ca KFC c thay th bng cch qun l ca PepsiCo .

Tranh chp hp ng gia cc bn nhn quyn M v qun l ca KFC

Hp ng mi cung cp qun l c th nhng quyn thng mi yu, di di nh hng v thc hin nhng thay i cho cc nh hng hin c. Nhng thay i ny thu ht cc bn nhn quyn phn ng v phn i chng li cc cng ty KFC. Trong qu trnh ny, mi quan h ca vic qun l v bn nhn quyn c nhum mu. Cc phn tch v tnh trng ca KFC sau khi mua li dn n vic xc nh cc vn khc nhau m m nh cng ty . bt u, khng c th trng mc tiu c xc nh. Qung co khng c th hp dn i vi phn khc no nhng cng chng ". Do nhng thay i nhn khu hc M, KFC khng c mt phng php thch hp th trng mc tiu ca n. bo ha ca th trng M mang li mt tc ng xu n KFC. Ngnh cng nghip thc n nhanh ang pht trin v KFC phi bt kp vi nhng thay i c th kh nng cnh tranh . Vo cui nhng nm 1980, c mt xu hng M thuyt phc mi ngi n ung lnh mnh . Sc khe ngi tiu dng c thc c mt bt li KFC do sn phm chin. Do cnh tranh mnh m, nhng v tr c a tng trong chi ph (bt u-up) Nhng gi nh hng v thit b dao ng t $ 500, 000 n $ 1, 000, 000 (trung bnh Cng nghip, 1993-1995 ). Vic mua li bi PepsiCo KFC c coi l mt thnh cng . Vic mua li KFC nh hng n hnh dng ca M v ngnh cng nghip thc n nhanh ton cu lin quan n sp nhp, mua li, spin- off v thoi vn. Qu trnh ny

minh ha kh nng cnh tranh cao trong th trng ton cu. Cc ngnh cng nghip thc n nhanh c m rng nhanh chng (2002) . PepsiCo mua li chuyn KFC hn na i vi hot ng quc t v sn xut li nhun cho c PepsiCo v KFC . KFC ti xut pht hn 50% doanh thu t th trng quc t (). Thnh cng nh vy l r rng bi doanh s bn hng cao v cc n v b sung trn khp nc M v th trng quc t. Nm 1994, PepsiCo c mt s th phn ln nht ti th trng M. Nh nm 1995, KFC c xp hng th su trong doanh s bn hng ca M trong chui thc n nhanh

Top 10 hng u ca M chui thc phm nhanh Bn hng

M ($ M) 1995 McDonald 15.800 Burger King 7830 Pizza Hut 5400 Taco Bell KFC Xe ngm 4853 3720 in 2905 Wendy ca 4152 Hardee ca 3520 1994 14.951 7250 5000 4200 3821 3500 3511 2518

t Caesar

2050

2000

Bng 1 KFC Bn hng nm 1995 (Tricon Bo co thng nin) T nm 1987 n 1994, doanh s bn hng ca KFC trn ton th gii tng trng trung bnh mc 8,2%. Gia tng trong doanh s bn hng c cng nhn cho cc nh hng v khi lng cao hn . Nm 1992 1993 1994 1995 M 5055 5094 5115 5137 Quc t 3674 3939 4292 4492 Tng s 8729 9033 9407 9629 Tng trng% 3,3% 4,0% 2,3%

Bng 2 nh hng KFC tng trng (Trung bnh Dun v Cng nghip Brandsheets) KFC cng b x l vi nhu cu thay i ca x hi. Nhn dn tr thnh nhn thc r hn v cuc sng khe mnh v nhng li ch nh vy. KFC lin tc i mi thc n ca mnh v ch trng vo thuyt phc mi ngi v n ung, thay v dng n. p ng nhu cu ti a im phi truyn thng, cng ty th nghim trn cc sn bay, trung tm mua sm, cc trng i hc v cc khu vc c lu lng cao khc ( 2006).

I.

TM QUAN TRNG CA knh phn phi A. Hin c hng trm ngn ca cc trung gian tip th c cng vic ca h l gip hng ha di chuyn t trng thi nguyn liu sn xut v sau cho ngi tiu dng.

B.

MARKETING trung gian l t chc h tr trong vic di chuyn hng ho v dch v t nh sn xut cho ngi dng cng nghip v ngi tiu dng. a. H l cc t chc (trc y gi l "trung gian") gia ca mt lot cc t chc cng tham gia gip phn phi hng ha. b. Mt knh phn phi l hng lot ton b cc khu trung gian tip th nhng ngi tham gia vi nhau vn chuyn v lu tr hng ho trong con ng ca mnh t cc nh sn xut cho ngi tiu dng. c. BN S l mt trung gian tip th bn cho cc t chc khc. d. Mt nh bn l l mt t chc bn cho ngi tiu dng cui cng. 2. Knh phn phi tng cng dng chy thng tin lin lc v dng chy ca tin bc v danh hiu hng ha. 3. Xu hng mi nht l c gng loi b cc nh bn bun v nhu cu cho cc ca hng bn l bng cch bn qua Internet . TI SAO CN MARKETING trung gian 1. Cc nh sn xut khng lun lun cn cc trung gian tip th bn hng ha ca mnh n th trng ngi tiu dng v cng nghip. 2. T chc trung gian thc hin mt s chc nng tt hn so vi hu ht cc nh sn xut . Cc chc nng ny bao gm vn chuyn, lu tr, bn, qung co, v xy dng mi quan h. 3. Cc cng ty thng thu ngoi phn phi cho ngi khc. 4. Ngi mi gii trung gian tip th mang li cho ngi mua v ngi bn vi nhau v h tr trong vic m phn trao i, nhng khng s hu hng ho. LM TH NO trung gian TO RA HIU QU GIAO LU. 1. 1. 2. 3. 4. Trung gian CREATE HIU QU GIAO LU bng cch gim s lng cc a ch lin lc cn thit thit lp cc trao i tip th. Khng ch l trung gian hiu qu hn, nhng h c nhiu hiu qu hn cc nh sn xut. Trung gian thng c thc hin chc nng ca mnh hn l mt nh sn xut hoc ngi tiu dng c th c. Gn y, cng ngh lm cho n c th cho cc nh sn xut tip cn ngi tiu dng hiu qu hn rt nhiu. a. Mt s nh sn xut n ngi tiu dng trc tip trn Internet.

B.

2. C.

Cc nh bn l lin kt cht ch vi cc nh sn xut m h c th nhn c mt s thi gian giao hng mt ngy. Bn bun c khng li thi, nhng phi thay i chc nng ca mnh duy tr kh thi . b.

GI TR SO VI CHI PH trung gian . 1. 2. 3. Mt s ngi ngh rng nu chng ta c th loi b cc khu trung gian, chng ti rt nhiu c th lm gim chi ph trong nhng iu chng ti mua . Vn bn s dng cc v d ca Fiberiffic minh ha cho cc trung gian tip th to iu kin thun li cho vic vn chuyn hng ha. Gi tr tho lun bao gm: gi tr ca khng li xe n Michigan mua mt hp ng cc, gi tr tit kim thi gian, v n lc bng cch khng phi li xe bn bun vng ngoi ca th trn . Vn bn nhn mnh ba s kin c bn v trung gian : a. Trung gian th c loi b, NHNG hot ng ca h khng th loi b. i. Mt ngi no khc vn phi thc hin cc nhim v . ii. Ngy nay, nhiu hot ng ang c thc hin trn World Wide Web, v trung gian C c loi b. Trung gian vn cn tn ti trong qu kh v chng thc hin cc chc nng hiu qu hn v hiu qu hn hu ht cc nh sn xut. Trung gian THM CHI PH CHO SN PHM, NHNG NY CHI PH KHNG OFFSET bi cc gi tr h to ra.

4.

b. c.

II.

Cc tin ch c to ra bi t chc trung gian A. Hu ch l mt thut ng kinh t cho gi tr, hoc mun c kh nng p ng, c thm vo i vi hng ho, dch v ca cc t chc v cc sn phm c lm hu ch hn cho ngi tiu dng . B. MU ch. 1. MU ch bao gm nguyn vt liu v thay i hnh thc ca h h tr thnh sn phm hu ch . 2. N c thc hin bi nh sn xut, cc hnh thc khc ca tin ch (thi gian, a im, s hu, v thng tin) c thc hin bi cc nh tip th .

III.

Thi gian ch trung gian, chng hn nh cc nh bn l, thm ch Thi gian cho cc sn phm bng cch lm cho chng c sn khi h l cn thit. D. NI ch-trung gian thm NI ch cho cc sn phm bng cch m mi ngi mun Kim tra. KHI NIM E. CHIM HU CH-trung gian thm CHIM HU CH bng cch lm bt c iu g l cn thit chuyn quyn s hu t mt bn khc, bao gm c vic cung cp tn dng. 1. Cc hot ng bao gm giao hng, lp t, bo lnh, v dch v theo di. 2. i vi nhng ngi khng mun s hu i vi hng ho, s hu hu ch lm cho n c th cho h s dng hng ho thng qua cho thu. F. THNG TIN ch-trung gian THNG TIN ch bng cch m hai chiu dng chy thng tin gia cc thnh vin. G. Dch v tin ch. 1. Trung gian thm dch v tin ch bng cch cung cp nhanh chng, dch v thn thin trong v sau khi cc khch hng bn v ging dy lm th no tt nht s dng sn phm . 2. Dch v tin ch l nhanh chng tr thnh tin ch quan trng nht cho cc nh bn l . H. i vi ngi tiu dng nhn c li ch ti a t cc trung gian tip th, t chc phi lm vic cng nhau. Bn bun trung gian. A. Chnh lch gia bn bun v bn l . 1. Mt s nh sn xut s khng bn trc tip cho cc nh bn l m ch bn bun. 2. Mt s t chc bn hng ha ca h nhiu trung gian khc, nhng cng bn cho ngi tiu dng cui cng 3. Bn l l vic bn hng ho v dch v cho ngi tiu dng s dng ring ca h. 4. Bn bn bun l vic bn hng ho v dch v cho cc doanh nghip v cc t chc s dng trong kinh doanh nhng ngi khc bn li. B. Bn bun MERCHANT cc cng ty thuc s hu c lp m phi mt danh hiu i vi hng ho m h x l. 1. y dch v bn bun thc hin chc nng phn phi tt c tm: giao thng vn ti, lu tr, chu ri ro, tn dng, thng tin th trng, tiu chun ha, phn loi, mua, bn . 2. Bn bun thc hin chc nng hn ch ch c chc nng la chn, nhng lm cho h c bit tt . 3. JOBBERS RACK cung cp gi hoc k y ca hng ha cho cc nh bn l, cc sn phm mn hnh hin th, v bn trn l hng . C.

IV.

TIN V CARRY bn bun phc v ch yu l cc nh bn l nh hn vi mt loi gii hn ca sn phm. 5. Cc ch hng RT thu ht cc n t hng t cc nh bn l v bn bun khc v hng ha c vn chuyn trc tip t mt nh sn xut cho ngi mua. 6. Mt cng ty vn ti t nhiu l hng nh li vi nhau to ra mt l hng ln duy nht c th c vn chuyn chi ph-hiu qu n ch cui cng. C. KINH DOANH-TO-kinh doanh (B2B) bn bun. 1. Cc cng ty ang xy dng trang web thng mi in t nhm vo cc doanh nghip va v nh. 2. H hy vng s bn my tnh v cc mt hng khc cho cc doanh nghip ging nh h lm cho ngi tiu dng. 3. Th trng kinh doanh-to-kinh doanh ln hn so vi th trng tiu dng . BN L trung gian A. Mt nh bn l l mt trung gian tip th bn cho ngi tiu dng . 1. M c khong 2,3 triu ca hng bn l. 2. Khong 11 triu ngi lm vic cho t chc bn l. B. BN L CNH TRANH 1. GI CNH TRANH. 4. a. b. c. Ca hng gim gi nh Wal-Mart thnh cng vi gi thp. T chc dch v, chng hn nh Southwest Airlines, cng cnh tranh v gi c. Gi cnh tranh ngy cng khc lit nh cc cng ty Internet gip ngi tiu dng tm cc mc gi tt nht trn mt lot cc mt hng.

2.

DCH V CNH TRANH. a. b. c. Bn l dch v lin quan n vic a khch hng u tin v cung cp dch v tip theo. Ngi tiu dng thng sn sng tr nhiu hn mt cht nu cc nh bn l cung cp dch v xut sc. Cc cng ty chun ca Dayton, Lord & Taylor, Dillard, v Nordstrom.

3.

V TR CNH TRANH a. b. Nhiu dch v cnh tranh c hiu qu bi c a im tt. Khng c g l thun tin hn so vi mua sm trc tuyn.

c. 4.

Cnh tranh gia cc nh bn l gch-v-va v cc nh bn l trc tuyn c tng cng.

La chn CNH TRANH. a. b. c. d. e. f. La chn l cung cp mt lot cc mt hng trong cng mt loi sn phm, chng hn nh Toys "R" Us. PHN LOI CA HNG KILLER cung cp nhiu la chn vi gi c cnh tranh. Cc nh bn l nh hn cnh tranh vi k st nhn loi bng cch cung cp la chn hn trong mt th loi nh hn cc mt hng . Nhiu loi ca hng k git ngi ln lt b "git cht" ca cc ca hng gim gi nh Wal-Mart. Internet ca hng c th cung cp cc sn phm t hng chc nh cung cp v cung cp la chn gn nh khng gii hn. T chc dch v cnh tranh thnh cng trong vic la chn bao gm Blockbuster video v hu ht cc trng cao ng cng ng.

5.

GII TR CNH TRANH. a. b. Internet l khng phi nh nhiu nim vui nh mt ca hng gch v va c thit k cung cp gii tr . Trung tm thng mi hn v nhiu hn na c cung cp " shoppertainment "

V.

CHIN LC PHN PHI BN L. 1. Sn phm khc nhau cho cc chin lc phn phi bn l khc nhau . 2. TNG CNG PHN PHI t sn phm vo nh cc ca hng bn l cng tt, k c my bn hng t ng. 3. PHN PHI chn lc l vic s dng ca mt nhm a thch ca cc nh bn l c sn trong mt khu vc . 4. Phn phi c quyn l vic s dng ch c mt ca hng bn l trong mt khu vc a l. NONSTORE BN L. A. E-Tailing l mt bc trong s tin ha ca bn l t cc ca hng truyn thng nonstore bn l . B. E-Tailing. 1. E-Tailing c ngha l bn hng ha v dch v cho ngi tiu dng cui cng thng qua Internet. C.

C.

D.

E.

F.

G.

Nhn c khch hng l ch c mt na cuc chin, mt na khc l cung cp hng ho, cung cp dch v, v gi khch hng ca bn . 3. E-nh bn l thng khng phi l chuyn nghip ti dch v sau bn hng. 4. Xu hng mi nht trong thng mi in t cho cc nh bn l truyn thng nh Kmart i trc tuyn. 5. Old gch v va ca hng trc tuyn, y l nhng i khi c gi l "Click-v-va" CA HNG. Qua in thoi. 1. Qua in thoi l vic bn hng ho v dch v qua in thoi . 2. Qua in thoi c d on l mt trong cc lnh vc pht trin nhanh nht trong tip th . My bn hng, ki-t, V HNG. 1. Li ch ca my bn hng t ng l v tr thun li ca h. 2. HNG v ki-t c chi ph thp hn m cc ca hng, v vy h c th cung cp mc gi thp hn . Bn hng trc tip 1. Bn hng trc tip bn cho ngi tiu dng trong nh hoc ni lm vic. 2. Bi v rt nhiu ph n by gi lm vic, nhiu cng ty ang ti tr cho cc bn ti ni lm vic v vo cui tun v bui ti. a MARKETING. 1. Mi nhn vin bn hng kinh doanh theo mng lm vic nh mt nh thu c lp. 2. H kim c hoa hng trn doanh s bn hng ca ring mnh v to ra hoa hng cho "upliners" nhng ngi tuyn dng h. 3. H cng nhn c hoa hng t "downliners" nhng ngi m h tuyn dng bn. 4. a cp tip th c thnh cng trn th gii. 5. S hp dn chnh ca tip th a cp l chi ph thp ca nhp cnh. 6. Hy cn thn khng nhm ln gia tip th a cp vi n "kim t thp" l bt hp php . Tip th trc tip 1. Mt trong nhng kha cnh pht trin nhanh nht ca bn l l MARKETING TRC TIP, bao gm bt k hot ng tip th trc tip lin kt cc nh sn xut hoc trung gian vi ngi tiu dng cui cng. 2. Tip th bn l trc tip bao gm gi th trc tip, bn hng danh mc, qua in thoi, v mua sm trn mng. 3. V d l LL Bean, End t, my tnh Dell, v Gateway 2000 . 2.

VI.

VII.

Tip th trc tip tr thnh ph bin v n l thun tin hn cho ngi tiu dng. 5. Bn hng trc tuyn tng tc l d kin s cung cp cnh tranh ln cho cc ca hng bn l trong tng lai. . XY DNG HP TC TRONG H THNG CHANNEL. A. Cc cng ty thng lin kt vi nhau trong mi quan h chnh thc hnh thnh h thng phn phi hiu qu. B. H THNG PHN PHI CNG TY l mt trong tt c cc t chc trong knh c s hu bi mt cng ty . C. H THNG PHN PHI HP NG l mt trong nhng m cc thnh vin ang b rng buc hp tc thng qua cc tha thun trong hp ng. 1. H THNG NHNG QUYN (chng hn nh McDonald, KFC, Baskin-Robbins, v AAMCO), bn nhn quyn ng cho tt c cc quy tc, quy nh v th tc thnh lp bi bn nhng quyn. 2. Trong chui BN S-TI TR (Western Auto v IGA cc ca hng thc phm), mi ca hng ng s dng tn, tham gia cc chng trnh khuyn mi chui, v hp tc mc d mi ca hng thuc s hu c lp . 3. BN L hp tc (Associated Grocers) ging nh mt chui bn bun-ti tr ngoi tr n c khi u bi cc nh bn l. D. Qun l h thng phn phi. 1. Vic qun l sn xut ca tt c cc chc nng tip th cp bn l c gi l mt H THNG PHN PHI quyn qun l. 2. Cc nh bn l hp tc v h nhn c nhiu gip min ph. E. Chui cung ng. 1. Chui cung ng l chui cc hot ng lin kt c thc hin bi cc t chc khc nhau di chuyn hng ho t cc ngun cho ngi tiu dng cui cng. 2. Cc knh phn phi l mt phn ca chui cung ng tng th . 3. Phn mm c sn ta di chuyn ca hng ho sn phm tip cn ngi tiu dng vi s tin t nht ca vt liu, hng tn kho, v thi gian. 4. Bng cch chia s thng tin v cung cp dch v nhanh chng, cc cng ty thng nht tr thnh cc thc th cnh tranh trong th trng ton cu. Qun l chui cung ng A. CUNG CP-QUN L CHUI 1. Qun l chui cung ng (SCM) l qu trnh qun l s di chuyn ca nguyn liu, ph tng, cng vic ang tin, 4.

VIII.

thnh phm, v thng tin lin quan qua tt c cc t chc tham gia trong chui cung ng. 2. NC LOGISTICS mang li nguyn liu, bao b, hng ho khc v dch v, v cc thng tin t cc nh cung cp cho ngi sn xut . 3. QUY TRNH NH MY thay i nguyn liu v cc b phn vo kt qu u ra. 4. VN NC NGOI qun l dng chy ca sn phm thnh phm v thng tin cho ngi mua kinh doanh v ngi tiu dng. B. NHNG THCH THC MI TRONG CUNG CP-QUN L CHUI. 1. 1. Tour quc t hu cn c vn ln nht cho cc nh bn l trc tuyn mi. 2. Vn bn s dng cc v d v Peapod v cc vn ca n vi s hi lng . 3. Nhng ngi tt nht trong qun l chui cung ng s c mt li th thc s . LA CHN PHNG THC PHN PHI QUYN V N V BO QUN A. Phng php s dng chuyn nguyn liu v thnh phm. 1. Mt vn l la chn mt ch vn chuyn s gim thiu chi ph v m bo mt mc nht nh ca dch v. 2. Khi lng ln nht ca hng ha c vn chuyn bng ng st. a. b. c. ng st vn chuyn l tt nht cho cc hng mc cng knh. ng st tip tc x l khong 35 n 40% ca tng lng hng ho ti M Piggyback lin quan vn chuyn mt phn hng ha mang mt chic xe ti trn mt chic xe ng st.

3.

Cc ch b mt giao thng vn ti ln th hai l xe MOTOR (mt t hn 25% khi lng) . a. b. Xe ti c th cung cp hu nh bt k hng ha n ca. By gi phng php piggybacking lin quan n toa xe la cao 20 feet c gi l double-ngn xp

4.

VN NC mang 15 n 17% ca tng s. a. Khi xe ko xe ti c t trn tu, qu trnh ny c gi l FISHYBACK.

b. 5.

Khi chng c t trong my bay, qu trnh c gi l BIRDYBACK.

Khong 21% tng khi lng di chuyn theo ng ng . a. b. ng ng c s dng ch yu vn chuyn du m v cc sn phm du kh. c th nghim vi vic gi cc cht rn khc trong ng ng .

6.

Ch mt phn nh ca vic vn chuyn c thc hin bng AIR. a. b. Li ch u tin l tc . Ngnh cng nghip vn ti hng khng ang bt u tp trung vo phn phi ton cu.

B.

C.

D. E.

Intermodal SHIPPING. 1. Intermodal SHIPPING s dng nhiu ch vn chuyn hon thnh mt phong tro vn chuyn hng ha ng di . 2. ng st c kt hp vi mi cng ty vn ti khc v khc cung cp phn phi intermodal. CC CHC NNG BO QUN. 1. Lu tr ti khon cho 25 n 30% ca chi ph phn phi vt l. 2. KHO LU TR lu tr cc sn phm trong mt thi gian tng i di. 3. PHN PHI KHO thu thp v cc sn phm phn phi li (UPS). Vt liu x l l vn chuyn hng ha trong mt nh kho, nh my hoc ca hng. G tt c nhng iu ny c ngha l bn. 1. S thnh cng ca mt cng ty thng ph thuc vo kh nng ca n c n t hng, x l chng, v nhn c hng ho cho khch hng. 2. C nhiu vic lm mi c sn trong khu vc qun l chui cung.

KFC
Ngy thnh lp: 1939 Nhng quyn thng mi: 1952 Tr s chnh: Louisville, Kentucky

Quc gia: M M t: KFC Tng cng ty ca cha m l YUM! Brands, Inc, hay cn gi l Tricon Nh hng ton cu, Inc KFC ca hng chun b v bn tht g, snackables v cc mc trnh n khc c ph duyt bng cch s dng cc thng hiu nht nh v cc b mt thng mi thuc s hu ca KFC Tng cng ty. Nhng quyn thng mi Cung cp: giy php s hot ng mt ca hng KFC c c trng bi mt h thng duy nht m bao gm cc cng thc nu n c bit v cc mc menu, c bit thit k, trang tr v ni tht, chi tit k thut v th tc cho cc hot ng th tc kim sot cht lng, o to v h tr v qung co v khuyn mi chng trnh. H tr ti chnh: Bn nhng quyn khng cung cp bt k ti chnh trc tip hoc gin tip, cng khng m bo bt k lu , cho thu, ngha v. o to v H tr: bn c nhng quyn hoc ngi qun l ca h v t nht mt nh iu hnh chnh khc phi tham d v hon thin s hi lng ca Tng cng ty KFC chng trnh o to c cung cp bi cng ty KFC. Theo quyt nh ca KFC, cc nhn vin khc phi tham d v hon thnh chng trnh o to n s hi lng ca KFC. Bn nhng quyn, cc nh qun l ca h v cc nhn vin khc cng phi tham d cc kha hc b sung, chng trnh, hi tho nh KFC c th yu cu. Cc chng trnh o to s ko di khong bn ngy, vi phin ko di t 8 n 10 gi mt ngy. KFC cng s cung cp h tr trong cc lnh vc dch v khch hng, qun l ca hng ni chung, kim sot cht lng, chun b sn phm mi v bo tr thit b. Lnh th: Ch thng hiu khng c bt k bn knh bo v hoc khu vc dnh ring cho vic bn cc sn phm ca KFC. Nhng quyn c th phi i mt vi s cnh tranh t nhng quyn khc, t cc nh hng l cc i l ring, hoc t cc knh phn phi hoc thng hiu cnh tranh kim sot thng nhn nhng quyn hoc cc chi nhnh ca h. iu khon ca Hip nh v gia hn: Thi hn ca tha thun bn nhn quyn l 5 nm sau khi thanh ton cc khon ph ban u v ln n ti a 20 nm sau khi thanh ton mt khon ph l $ 1.000 mt nm sau 5 nm u tin. Ngha v v hn ch: Bn nhng quyn c trch nhim thc hin y cc tha thun cp php. Mt hoc nhiu hn ca cc c ng nhn quyn (nu mt cng ty), mi i tc (nu lin doanh) hoc mi thnh vin (nu mt cng ty trch nhim hu hn) cng c th c yu cu c nhn bo m thc hin ngha v theo tha thun cp php. KFC khng c quyn ph duyt qun l ca ca hng KFC ca doanh nghip c nhng quyn thng hiu hoc p t bt k hn ch m h c th thu. Bn nhn quyn phi bn tt c cc sn phm yu cu nh KFC nh k c ch nh. Tng s n v: KFC hot ng hn 5.200 nh hng Hoa K v hn 16.000 n v trn ton th gii .

u t Bn: u t ban u: Chi Nhng quyn thng mi L ph ban u Pht trin dch v Ph Bt ng sn Xy dng v ci tin thu ngoi Trang thit b / Signage M Qung co M tn kho Tin ch tin gi v giy php kinh doanh Ban u o to Chi ph linh tinh M Kinh ph b sung (3 thng) Tng s ang thc hin L ph: S tin Ln hn 5% tng doanh thu, hoc ti thiu l $ 825 mi thng (ti Thu ti nguyn thiu l ph i tng iu chnh da trn ch s gi tiu dng) a phng qung co 3% doanh thu ca cc Hp tc x Qung co 2% doanh thu ca cc quc gia i mi $ 6750 (iu chnh da trn ch s gi tiu dng) $ 6.750 hoc 3.375 $ nu chuyn nhng l mt KFC hin bn Chuyn nhn quyn Ton b chi ph kim ton, bao gm chi ph ca nhn vin kim Kim ton ton $ 500 l ph cho dch v hnh chnh ca KFC trong ch bin thay Hnh chnh i c cu doanh nghip Cc dch v khc Khi xc nh bi KFC Chi ph, chi ph v ph S thay i lut s Bi thng S thay i Cui tr tin bn quyn 1-1/2% mi thng thanh ton Tn Ph Thp $ 45.000 Thay i $ 400.000 $ 575.000 $ 216.000 $ 5.000 $ 10.000 $ 7.000 $ 3.900 $ 5.000 $ 13.000 $ 1.379.900 Cao $ 45.000 Thay i $ 1.000.000 $ 915.000 $ 366.000 $ 5.000 $ 10.000 $ 7.000 $ 10.000 $ 15.000 $ 18.000 $ 2.391.000

Thc phm tiu chun $ 265 cho mi theo di nh gi consulatants Ngy FDD: 2009 Nhng thng tin trn c bin dch t FDD ca KFC cng vi cc ngun trc tuyn. Nhng quyn thng mi trc tip ca Disclaim