HC VIN BO CH V TUYN TRUYN

KHOA QUAN H CNG CHNG V QUNG CO

Chin lc qung co hnh nh Mc Donald's th trng Vit Nam.

Mn Lp Nhm 7

: : :

Lp k hoch Qung co Trn Quang Huy Qung co K29 Nguyn Th Ly Ly Phm Hng Nhung Trng Ngc Linh Bi Ngc Bch Vn Hng

Ging vin :

H Ni, thng 10 nm 2011

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Mc lc
A. Tng quan v Mc Donald B. Chin lc qung co hnh nh ca McDonalds ti Vit Nam. I. Phn tch mi trng PEST v SWOT 3 6 6

II. Nghin cu th trng thng qua cc phng php nghin cu th trng ( bng hi, phng vn su, quan st v thu thp d liu). 9

III. Nghin cu thng qua phn on th trng mc tiu v chin lc nh v sn phm IV. K hoch 5M Kt lun Ti liu tham kho 13 16 35 36

A.

Tng quan v Mc Donald.

ng ch ca Mc Donald Ray Kroc (1902-1984)

Logo ca Mc Donald

Hng ngy, c bn ngi M th c mt ngi gh vo qun fastfood ca McDonald hng fastfood ln nht th gii. McDonald's l hng n nhanh ni ting ca nc M v th gii vi sn phm chnh - hamburger v khoai ty chin. Mc Donald's c thnh lp vo ngy 15 thng 4 nm 1955 ti Des Plaies, Chicago, M. Tri qua rt nhiu giai on khc nhau, Mc Donald khng h danh l Con g trng vng vi nhng thnh cng ngoi sc tng tng khin cho nhiu hng Fast food khc m c. ng hong Mc Donald vn ang

bng bng trn con ng pht trin vi doanh thu mi nm t trn 5 t USD. Nhiu ngi c v ngc nhin trc thnh cng ca McDonald. Tuy nhin, s khng l c g l qu "k diu" nu chng ta bit c nhng n lc cng nh cc chin lc kinh doanh c o ca McDonald trong hn na th k qua. Nm 1930, anh em nh McDonald l Dick v Mac phi tha hng n bang California, lm ngh m vn khng sng ni. Nm 1940, h vay ngn hng 5000 USD m qun n phc v li xe v khch hng qua ng. Nm u lm n khm kh, nhng h vn cha hi lng v qu nhiu cc mn trong thc n khin quy trnh ch bin chm li v khch hng khng kin nhn, 2 anh em sau nhiu tranh ci v nghin cu th trng, quyt nh chin lc kinh doanh mi l.. CT GIM. 1948 anh em nh Mc Donald khai trng qun n nhanh vn mang thng hiu c v ch t lu sau pht trin nhanh chng, rc r v vt bc. 1852 bt u hp tc vi Ray Kroc 1 nh chuyn cung cp sa cho ca hng n nhanh ca 2 anh em Dick v Mac, ng c tnh 1 ngy h tiu th ht hn 2000 hp Milkshake. T vi s t m mun bit nhiu hn l do ti sao cng vic kinh doanh ca hai anh em nh McDonald li pht t n th. ng ti thm ca hng phc v nhanh ny v cc k kinh ngc trc tc phc v mn Hamburger y: 15 giy cho mt chic bnh hamburger 15 cent vi khoai ty v sa lc. Kroc nhn thy thy tim nng pht trin ca cng vic kinh doanh ny v quyt nh tham gia vo. Anh em nh McDonald ng vi li ngh ca Kroc v vic mua li bn quyn " qun n nhanh". V ca hng n nhanh McDonald's u tin c Kroc khai trng ti Des Plaines, ngoi pha bc Chicago.
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Vi du mc quan trng l bn bn quyn n nhanh cho Ray Kroc, ngay sau cc ca hng Mc Donald mc ln ton nc M v bn r vo i sng ca ngi dn M. Cui cng anh em nh McDonald chuyn nhng ton b c nghip cng khi nim "McDonald" cho Neli Fox. Neli ton cu ha vn ha "n nhanh" do Dick v Mac xng. C cch nhau 8 ting li c thm mt ca hng McDonald's c khai trng u trn th gii. McDonald's l thng hiu thng lnh v c tc tng trng ln nht trong th trng n nhanh 120 nc trn 5 chu lc. McDonald's hot ng vi trn 29.000 ca hng trn ton th gii v theo c tnh th doanh thu tng cng nm 2000 l hn 40 t la M. McDonald's phc v khong 45 triu ngui mi ngy trn ton th gii - vi doanh thu trn 20 triu la nc M v hn 25 triu la ton b cc nc khc. Ngy nay, c khong 1,5 triu ngi lm vic cho McDonald's trn ton th gii. Khi u McDonald's ch l mt hin tng ca nc M nhng nay n tr thnh mt thng hiu quc t ch thc. McDonald's tr thnh mt thnh vin c lc ca cng ng. Cc t chc t thin mang tn Ronald McDonald ( RMHC ) ng gp gn 250 triu la M vi mc ch ti tr cc chng trnh v tr em trn ton th gii t nm 1984. C s ca RMHC l chng trnh Ngi nh Ronald McDonald, chng trnh ti tr cho cc gia inh c tr em b bnh him ngho cc em c th c iu tr cc bnh vin gn nh nht. Ngi nh Ronald McDonald u tin c m Philadenphia nm 1974 v hin nay trn th gii c khong 200 ngi nh nh th.

B.

Chin lc qung co hnh nh ca McDonalds ti Vit Nam.

I. Phn tch mi trng PEST v SWOT PEST 1/ Lut php Nh nc ta c chnh sch t do kinh doanh tuy nhin nm trong s qun l ca nh nc c quy nh bi cc chnh sch lin quan n thu kinh doanh, a im thu hng, mt hng kinh doanhkinh doanh hp php. Nn kinh t th trng pht trin, s giao lu trao i hng ha din ra ph bin, chnh v vy nh nc khuyn khch hp tc quc t trong lnh vc kinh doanh 2/ Kinh t Kinh t pht trin, bn rn vi cng vic nn nhu cu v n nhanh tng ln v h t c thi gian chun b cho nhng ba n thnh son. i sng nng cao ngi dn VN c bit l cc thnh ph ln c kh nng chi tr cho vic mua nhng n nhanh nh Mc Donald. 3/ Vn ha x hi Ngi dn VN thch chy theo th hiu, thch nhng sn phm nhp ngoi nn c hi pht trin nhng n nhanh nh M rt ln.

Sinh vin, cng s cc thnh ph ln do vic tip xc phim nh, giao lu vn ha vi nc ngoi nn h thch ngi v thng thc n nhanh nh Mc Donald cng bn b. chnh l khch hng mc tiu ca chng ti. Trn th trng Vit Nam hin nay cng c rt nhiu nhng thng hiu n nhanh ni ting nh KFC, BBQv chng ti l thng hiu vo sau nn vn cnh tranh l rt kh khn. 4/ Cng ngh Do cng ngh pht trin nn vic nhp nhng nguyn liu, n bn nc ngoi v khng cn l vic kh khn na. Vic bo qun, ch bin cng c nng cao hn SWOT 1/ u im L thng hiu n nhanh ni ting nht th gii, cho nn v cht lng, gi c c chng nhn v kim nh Gi bnh dn so vi cc loi n nhanh khc. c mt xut n bn ch cn tr tin v sau 5 pht bn c th thng thc. chnh v vy u im vt tri ca n so vi vic lm mt ba cm l s nhanh chng v vn thi gian, tit kim cng sc Ngoi ra so vi nhng hng n nhanh VN th Mc Donald l s la chn hn hn v v tr ngi n, khng gian v nhng ch u i khc
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2/ Nhc im Nhc im ca Mc Donald cng nh nhng thng hiu n nhanh khc l v khu v. Ngi VN khng phi ai cng c th n hoc thch n nhng n nhanh nh Mc Donald. Gi c kh t so vi vic n ung truyn thng Vic thng thc n nhanh nh Mc mang m tnh cht thng mi v giao lu, khin cho nhiu ngi tr nn li bing, s nu cm, l vn ng quan tm trong hnh phc gia nh. 3/ C hi 3 thnh ph Mc nh xm nhp th trng u l nhng thnh ph ln, nng ng, ngi dn y c bit n, thng thc v dng nhng sn phm n nhanh. Chnh v th n k cn l mi l hon ton, khi vo VN k mt thi gian gii thch, lm quen vi khch hng. Khi Mc vo VN c rt nhiu hnh thc khuyn mi, gim gi, c nhiu u i vi khch hng nn vic thu ht ngi tiu dng l rt ln. 4/ Thch thc Mi vo th trng VN nn vic cnh tranh vi cc thng hiu n nhanh khc, thi quen khu v n ca ngi dn l mt thch thc khng nh vi Mc.

 n nhanh nh Mc ch thu ht c mt lng khch hng nht nh nhng bn tr, ngi lm cng s.bn rn khng c thi gian nu nng II. Nghin cu th trng thng qua cc phng php nghin cu th trng ( bng hi, phng vn su, quan st v thu thp d liu). a. Phng php quan st Cch thc tin hnh : C ngi quan st v ghi chp c th a im : cc ca hng fastfood nh KFC, Lotteria, cc qun n nhanh Vit Nam Ni dung quan st : S lng khch c ng hay khng ch yu tui v gii tnh no b. Bng hi Bng hi nghin cu th trng chun b a thng hiu fastfood McDonald vo Vit Nam y l bng hi chng ti thc hin vi mc ch nghin cu th trng, cc sn phm fastfood v thi cng chng chun b cho vic a thng hiu McDonald vo Vit Nam. Bn c th tr li cc cu hi v yn tm v vic gi kn thng tin ngi c hi. - H v tn : ( Khng bt buc ) .. - Ngh Nghip :.....

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- Gii tnh : Nam

- tui :.

Cu 1 : Bn c bit v thng hiu n nhanh ni ting McDonald khng? A. C B. Khng

Cu 2 : Bn bit cc thng tin v McDonald qua knh no ? A. C. Truyn hnh Bo ch B. D. Internet Bn b

Cu 3 : Bn c thng xuyn s dng cc sn phm fastfood khng ? A. C. Thng xuyn Rt t B. D. Thnh thong Cha bao gi

Cu 4 : Bn s dng fastfood ca hng no ? A. C. D. KFC B. Lotteria

Cc loi thc n nhanh ca Vit Nam ( bn, bnh, ch, cho,) Khc

Cu 5 : Bn hay xem qung co v fastfood trn nhng knh no ? A. C. Truyn hnh Bo ch B. D. Internet T ri

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E.

Phng tin cng cng

Cu 6 : Bn thy cht lng ca cc sn phm fasrfood s dng th no ? A. C. Rt ngon Khng thch lm B. D. Bnh thng Khng ngon

Cu 7 : Bn thy gi c fastfood c hp l khng ? A. C. Rt hp l Bnh thng B. D. Qu t R

Cu 8 : Bn ngh sao nu McDonald vo th trng Vit Nam ? A. C. Rt th v, s ch n Khng quan tm lm B. D. Bnh thng Khng bit

Cu 9 : Bn quan tm n c tnh g nht ca sn phm nu McDonald vo Vit Nam ? A. C. E. Gi c Hnh thc Khc B. D. Cht lng u i

Cu 10 : Bn ngh sao v thi quen s dng fastfood Vit Nam ? A. Bt kp tro lu phng Ty B. S dng v rt tin li
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C.

Bnh thng

D.

Khng quan tm

+ S dng bng hi vi cc i tng : Gii tr tui t 15 => 35t : 200 ngi , pht bng hi ti a im

cc trng cp 2, cp 3, i hc trn a th cc thnh ph ln Cng nhn vin chc khng c nhiu thi gian cho ba n : 150 ngi

ti cc cng ty Ngi nc ngoi Vit Nam : 50 ngi cc khu vc hay c du

khch nc ngoi c. Phng vn su. Ngoi phng php bng hi cng ty chng ti cn a ra hnh thc phng vn ngi tiu dng, vi hnh thc phng vn su ny, s gip DN nh hnh c r hn v nhu cu, mc nhn din thng hiu v mong mun ca cng chng i vi sn phm. Vi 5 cu hi c pht ra v thc hin ti cng trng i hc, cng trng THPT v khu vc tp trung nhiu dn cng s vo thi im tan hc bui tra v gi ngh tra : 1. Bn c thch s dng cc loi n nhanh vo cc gi ngh tra sau

gi hc v sau gi lm vic khng ? Ti sao ? 2. Bn hay s dng n nhanh ca thng hiu chuyn doanh n

nhanh no v ti sao bn li chn hng ch khng phi l 1 thng hiu khc ?

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3.

Bn tng bit n thng hiu v sn phm ca MC Donald cha?

Nu bit th bit qua nhng phng thc no? 4. Bn c mong mun sn phm ca Mc Donald s c mt ti Vit Nam

khng ? Ti sao li mun v ti sao li khng mun ? 5. Nu sn phm Mc Donald xut hin ti Vit Nam v ngay cnh ni

bn lm vic, th bn c chn mua sn phm ca Mc Donald hay khng v v sao? d. Phng php thu thp d liu Cc iu tra vin ca chng ti s thu thp v tm hiu nhng ngun ti liu v Mc Donald c ni trn nhng sch, bo, internet, nhng t bo in, bo mng, cc phng s truyn hnh, talkshow, cc trng trnh, clip, nh lin quan n hnh nh Mc Donald ti Vit Nam, nghin cu xem cc chuyn gia v ngi tiu dng Vit Nam ni g v Mc Donald t a ra nhng quyt nh kinh doanh ng n. III. Nghin cu thng qua phn on th trng mc tiu v chin lc nh v sn phm a. Chin lc tp trung ha Cng chng v khch hng mc tiu ca Mc Donald khi vo th trng Vit Nam l : Gii tr cc thnh ph ln VN nh H Ni, Nng, Tp HCM Nhn vin vn phng c t thi gian cho ba tra. Ngi nc ngoi sinh sng ti VN vi thi quen dng Ty
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 Nhng ngi c s thch n fast food hoc nghin n nhanh. Nhng ngi c cng vic bn rn. V th nn vi chin lc khc bit ha v cc i tng cng chng ny (thc cht v tnh cht v c im ca nhng i tng khch hng ny ging nhau) nn chng ti trin khai 1 chng trnh Marketing v Qung co chung cho nhm cng chng ny cng on lp k hoch qung co c th. b. Chin lc khc bit ha Vi chin lc ny, sau khi trin khai chin lc tp trung ha, chng ti s nghin cu v tm hiu 1 s nhm khch hng c bit ln nhng k hoch qung co khc nhau cho i tng ny, v sau c th c nhng combo dnh cho nhng khch hng b bnh tiu ng hoc combo c bit dnh cho ngi n chay c. Chin lc nh v sn phm Cng ty chng ti chn chin lc nh v qua c tnh sn phm v li ch khch hng. y l qu trnh chng ti tm kim v thuyt phc khch hng cng nhn nhng sn phm mi m chng ti sp a ra th trng. S dng hnh thc nh v bng cc TVC qung co trn truyn hnh v 1 s hnh thc PR trn bo ( bi theo iu tra th trn 70% ngi Vit Nam c hi tr li rng h tin tng vo cc qung co). Vi chin lc ny, Mc Donald s tp trung m t nhng nt c bit, cng dng, s hu ch trong cc sn phm ca mnh, chng minh cc dch v thc s hu ch khi khch hng chn chng ti, v to mi lin kt cht ch gia khch hng vi nh sn xut.
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Sau khi nghin cu th trng k lng (mi trng bn trong v bn ngoi ) c hi, thch thc, im mnh, im yu, v cc c hi th trng thng qua cc phng php nghin cu v chin lc phn on, nh v c th , Mc Donald quyt nh a thng hiu v sn phm ca mnh ti Vit Nam Mt t nc vi nn kinh t tr nhiu tim nng v ang trong xu th hi nhp. Vit Nam c y nhng iu kin thun li v thch hp Mc Donald tip tc pht huy s thnh cng vn c ca mnh v ph rng mc nhn din thng hiu n cng chng trn ton th gii, cnh tranh vi cc hng thc anh nhanh khc nh KFC, Lotteria, BBQv..v. V th t c mc ch trn chng ti xy dng mt chin lc qung co cho Mc Donald's ti th trng Vit Nam. Bi qung co l mt trong nhng cng c rt hiu qu trong vic xy dng thng hiu, hnh nh. Vi mc ch ca chin lc l m rng v nng tm nh hng, nng cao danh ting ca McDonald's hn na. Mc tiu hng n chnh l ngi tiu dng Vit Nam. Xy dng thi tch cc, s tin tng ca ngi tiu dng ti th trng Vit Nam i vi McDonald's. Sau khi nghin cu th trng k lng (mi trng bn trong v bn ngoi ) c hi, thch thc, im mnh, im yu, Mc Donald quyt nh a thng hiu v sn phm ca mnh ti Vit Nam Mt t nc vi nn kinh t tr nhiu tim nng v ang trong xu th hi nhp. Vit Nam c y nhng iu kin thun li v thch hp Mc Donald tip tc pht huy s thnh cng vn c ca mnh v ph rng mc nhn din thng hiu n cng chng trn ton th gii, cnh tranh vi cc hng thc anh nhanh khc nh KFC, Lotteria, BBQv..v. V th t c mc ch trn chng ti xy dng mt chin lc qung co cho Mc Donald's ti th trng Vit Nam. Bi qung co l mt trong nhng cng c rt hiu qu
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trong vic xy dng thng hiu, hnh nh. Vi mc ch ca chin lc l m rng v nng tm nh hng, nng cao danh ting ca McDonald's hn na. Mc tiu hng n chnh l ngi tiu dng Vit Nam. Xy dng thi tch cc, s tin tng ca ngi tiu dng ti th trng Vit Nam i vi McDonald's.

IV. K hoch 5M
1. Xc nh mc tiu qung co ( Mission) Mc ch : Qung b rng ri cho thng hiu, hnh nh ca hng n nhanh ln nht th gii Mc Donald ti Vit Nam. Mc tiu c th :

Tng mc nhn bit, nh hng su rng ca cng chng i vi thng hiu Mc Donald. C th :

- 100% ngi tiu dng thnh th bit n Mc Donald's. - 80 % ngui tiu dng trong c nc bit n Mc Donald's.

To s tin tng, xy dng thi tch cc ca ngi tiu dng Vit Nam i vi n nhanh ca thng hiu Mc Donald. nh v thng hiu, to v tr nht nh ca n Mc Donald khc vi cc thng hiu n nhanh khc nh KFC, BBQ, Lotteria. c mt Vit Nam.

Duy tr hnh nh ca Mc Donald vi cng chng Vit Nam T qung co tng doanh thu sn phm, gp vo s doanh thu hng nm t vic kinh doanh nc ngoi . Quan trng nht l cng chng bit v thng hiu, bit v sn phm t quyt nh hnh vi. Vi mi mc tiu s ng vi mt giai on ca chin dch.
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Khch hng mc tiu : Gii tr cc thnh ph ln VN nh H Ni, Nng, Tp HCM Nhn vin vn phng c t thi gian cho ba tra. Ngi nc ngoi sinh sng ti VN vi thi quen dng Ty Nhng ngi c s thch n fast food hoc nghin n nhanh. Nhng ngi c cng vic bn rn. a im : Trc tin s l 3 thnh ph ln : H Ni, H Ch Minh, Nng. Sau l khu vc thnh th trn Vit Nam. Thi gian thc hin chin lc t khi u n lc hon thnh mc tiu trong vng t 12 n 16 thng. Thi gian s c chia theo mi giai on. 2. Xy dng thng ip ( Message) Thc n phong ph vi rt nhiu cc mn n khc nhau vi nhiu gia v c bit thm to cho bn tht nhiu s la chn.

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Nguyn liu tht vi cc mn ch bin t b, s dng tht b M 100% Cc mn c trng mang hng v g ca Mc Donald s c kt hp hon ton vi g Mnh Hoch Vit Nam nn rt ph hp vi khu v. Thc n m bo v sinh sch s, to iu kin an ton n mc ti a cho ngi s dng. Thi phc v thn thin ci m - nhit tnh ca nhn vin, khch hng lun l thng vi v tr u tin s 1. Mu sc trang tr bt mt mang c trng ca Mc Donald

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Khng gian tin nghi, sang trng, ph hp vi nhp sng nhanh, hi h ca th ca nhng ngi khng c nhiu thi gian cho n ung v thch thng thc n nhanh. ung phong ph, a dng C nhiu chng trnh khuyn mi hp dn. c bit tin nghi vi phong cch giao hng tn ni. Slogan : Mc Donald's - Nim vui n gin mi ngy ( chuyn th t slogan ting anh c sn to nn thng hiu vi hnh nh ca Justin Timblarlake, sau mi TVC hay cc phng tin truyn ti thng ip u c c Ting Vit v Ting Anh) Logo : Gi nguyn logo c mang tnh truyn thng ca cng ty to s nhn din thng hiu. Nh vy, ngi tiu dng Vit Nam s bit n Mc Donald's l mt thng hiu n nhanh uy tn, cht lung, gn gi thn thin vi mi ngi. 3. La chn phng tin qung co : Trong lnh vc qung co mi phng tin thng tin l mt knh thng tin. N l phng tin ng ti cc thng ip bn hng ca nh qung co cho cc khch hng tim nng. Thc t l phng tin m nh qung co s dng truyn thng ip ca h ti mt nhm ln cc khch hng tim nng v bng cch lm cho khong cch gia nh sn xut v ngi tiu dng ngn li. La chn phng tin qung co l v cng quan trng c bit y cn l sn phm mi chun b vo Vit Nam nn bc ny rt cn thit. La chn phng tin qung co bao gm nhng hiu bit c bn v kh nng chi ph ca k hoch v s ph hp gia phng tin v cng chng.

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T cc mc tiu chia theo giai on v tp trung vo cng chng mc tiu l gii tr : tui t 18 => 30t. Gii tr cc thnh ph ln VN nh H Ni, Nng, Tp HCM Nhn vin vn phng c t thi gian cho ba tra. Ngi nc ngoi sinh sng ti VN vi thi quen dng Ty Nhng ngi c s thch n fast food hoc nghin n nhanh. Nhng ngi c cng vic bn rn. y l tui kh nng ng trong cng vic v hc tp nn nhiu khi nht thit phi s dng ti fastfood + Giai on 1 : Mc tiu lm ngi tiu dng Vit Nam bit n thng hiu, hnh nh ca McDonald's :
-

Chng ti s dng qung co trn Truyn hnh : vo gi vng , thi lng pht sng : 30s. Xy dng hnh nh McDonald gy kch thch tr t m cho cng chng, thu ht c ng o s lng c gi theo di trn truyn hnh. Ly im nhn vo logo v mu sc nhn din thng hiu ca McDonald l hai mu : vng v .

S dng phng tin truyn hnh u tin bi theo tm l ngi Vit Nam nhng thng tin pht trn truyn hnh c tnh xc thc cao. y li l nhn hiu fastfood ni ting th gii nn khu xy dng hnh nh trn truyn hnh cn c ch trng. Gii tr ngy nay ngoi internet th truyn hnh l phng tin qung co hnh nh hiu qu nht.Tn sut pht sng dy c lin tc trn cc knh thng tin gii tr ln ca Vit Nam : vtv, vctv, Yan TV.

Ring trn knh Yan Tv s mua thi lng pht sng mi tun mt a im, chng trnh around Si Gn dnh ring cho cc bn tr Si
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Gn.Ti sao li s dng knh yan tv y l knh m nhc hng u Vit Nam tuy mi ra i nhng thu ht c lng khn gi tr khng l v vy nu qung co trn knh ny s thu ht c gii tr cng l khn gi ca chnh Yan TV. - S dng cc poster kh ln ti cc ca hng ca McDonald gy ch vi ngi i ng v tham gia giao thng. Mi ca hng trang tr t 5 =>7 poster, thit k sao cho khng ri mt trnh by c y cc mn chnh ca Mcdonald v hnh nh Mcdonald trn th gii
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Poster kh ln l qung co ngoi tri vi vic dn xung quanh cc ca hng. Ca hng ca McDonald s c t ti nhng v tr ng dn c c mt tin p, nm cnh cc ct mc giao thng ng 4,5. Nhng ni c mt giao thng cao, lu lng ngi tham gia ng nn s gy ch , kch thch tr t m.

- Lp fanpage trn facebook v add friends , t chc chng trnh ngi bn thn thit ca McDonald vi phn thng l 100 sut n big size min ph ti McDonald.Mi tun s tng couple sn phm mang tnh cht i mi nh McSalad, Shaker v Fruit NYogurt Parfaits (Kem sa chua Tri cy) cho cc cp i => S lng ngi s dng facebook Vit Nam l :
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Trong nm 2010, 70% ngi s dng mng x hi ti Vit Nam l thnh vin ca Facebook, tng mnh so vi 47% trong nm 2009.Theo bo co ca NetCitizens Vit Nam nm 2011 ca Cimigo, cng ty nghin cu th trng, Facebook l mng x hi ph bin nht cho ngi s dng Internet ti Vit Nam t 2009 n 2010.V vy qung co trn facebook l iu khng th thiu vi chi ph r nhng hiu qu mang li th ln hn rt nhiu.

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Pht t ri ti cc trng cp 3 v i hc, mt s a im cng s ti 3 thnh ph c chui ca hng ca McDonald. S lng t ri : 150t ti mi a im. T ri l phng tin cung cp thng tin nhanh chng nht, nhng trnh ri vo tnh trng b vt i th km theo t ri l gim gi 10% cho mi t ri . Trn y ly ng tiu ch gi r ca McDonald.

Trn y l phng tin qung co cho giai on 1 : giai on thng bo. Cc hnh thc qung co phi c t chc rm r vi tn sut ln to s thu ht gy kch thch cho ngi c v sn phm fastfood Mcdonald mi vo Vit Nam + Giai on 2: To s tin tng, xy dng thi thch cc ca ngi tiu dng Vit Nam i vi n nhanh ca thng hiu Mc Donald. nh v thng hiu, to v tr nht nh ca n Mc Donald khc vi cc thng hiu n nhanh khc nh KFC, BBQ, Lotteria. c mt Vit Nam. S dng qung co trn truyn hnh : i vi vic p ng cc yu cu v sc kho cho mi ngi, McDonald cng a vo s dng mt loi du mi c coi l c li cho tim trong cc mn rn ca mnh. Trong thc n ca cc nh hng McDonald M c thm c bia, g, c, salt v cc mn n chay, cng thm hng lot cc mn trng ming, thc ung nng v lnh vi nhiu mi v khc nhau. McDonald l ca hng n phc v nhanh u tin cng khai a danh sch tt c thnh phn thc n v cc phn tch v gi tr dinh dng mt cch chi tit tt c cc sn phm ca h. Nm 2000, McDonald cho ra i mt s sn phm mang tnh cht i mi nh McSalad, Shaker v Fruit NYogurt Parfaits (Kem sa chua Tri cy), d n hn trong nhng lc bn
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rn. Cn a nhng chi tit ny vo trong qung co tvc mt cch kho lo. V vit Nam by gi tnh trng thc phm sch ging nh mt bi ton kh. Nu McDonald chng minh c l thc phm sch mang li gi tr dinh dng cao trung thc vi ngi tiu dng th y mi l thnh cng => Tip tc s dng qung co trn truyn hnh tng hiu qu gip khn gi nhn bit v tin tng hn vi sn phm Qung co truyn ming : thuyt phc nhng khch hng yu thch McDonald , chnh h s l bng chng thuyt phc nht cho cht lng ca sn phm. Dng hnh thc ny cung cp nhng thng tin thit yu cho sn phm n tai ngi khc. Hnh thc qung co t 1 => 10 ca sn phm. Mi mt khch hng thn thit s i k cu chuyn v tnh yu m h n vi McDonald cho 10 ngi khc khng k ngi thn => y l hnh thc t c s u t nhng li c nh gi cao v trong mi trng Vit Nam vic cc thng tin c truyn ming l rt ph bin v mang li hiu qu truyn t thng tin cc ln tuy nhin th cng c th b phng i Bn hng khuyn mi : Mua 2 sut tng mt sut cho tr em v ung : cocacola. Ngi vit nam chung cc hnh thc min ph v lun mun c nhiu hn s tin phi tr ra nn y s l hnh thc thu ht v lm va lng nhng ngi khch n vi McDonal => cc nc trn th gii c McDonald th vic tp trung vo i tng tr em l ph hp cn ring Vit Nam th tr em cha c thi quen sng t lp vn trong s qun l ca gia nh v nh trng nn ch c th s dng hnh thc ny ban u tip cn i tng tr em v ch c khi ngi ln tin dng v an tm vi cht lng ca sn phm th lc con em ca h s c php s dng sn phm

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y l giai on th 2 : thuyt phc sao cho ngi tiu dng n vi McDonald . Sau nhng chin dch qung co rm r th vic h c n dng sn phm khng mi l thnh cng + Giai on 3 : Duy tr hnh nh ca Mc Donald vi cng chng Vit Nam Sau mt thi gian McDonald n vi vit nam th vic lm cho mi ngi khng nhc n fastfood na m thay vo l nhc McDonald l iu thnh cng. S dng TVC trn truyn hnh vi nhng hnh nh vui nhn tnh cm gn b nh s dng hnh nh nhng ngi sao trong gii tr qung co cho hnh nh ca sn phm My nm gn y, y mnh doanh thu ng thi thu ht mt lng ln khch hng, McDonald trang b cc loi my nghe nhc MP3, h thng ti nhc t Internet ti cc ca hng fastfood ca mnh trn ton nc M. ng ch nht l mng Blaze Net ca McDonald cho php khch hng c th va dng thc n nhanh va download nhc, nh k thut s t Internet vo in thoi di ng hay my tnh xch tay ca mnh. a hnh thc ny vo Vit Nam T chc cuc thi McDonald v bn. y l cuc thi nh nhm tm kim ra cc bc nh k nim gia bn v McDonald sao cho gn gi v tnh cm nht.Bc nh t gii nht s c s dng l poster mi cho h thng ca hng McDonal. Thng tin cuc thi chnh thc ng ti trn trang web ca sn phm v trin khai rng ri trn facebook,fanpage ca McDonal

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Lin h qung co trn cc tuyn xe bus c 3 thnh ph ln : chn ra cc tuyn xe bus chnh ng ti hnh nh ca McDonald . V bn u bus l ni tp trung ng gii tr c bit l cc bn sinh vin ang theo hc ti cc trng i hc. Bus li l phng tin cng cng c trng Giai on 3 ny l giai on nhc nh cng chng lun nh l c McDonald ng hnh cng bn + Giai on 4 : T qung co tng doanh thu sn phm, gp vo s doanh thu hng nm t vic kinh doanh nc ngoi .y mnh hnh nh v tr ca McDonald trong lng ngi Vit Nam tr thnh thng hiu fastfood hng u c yu thch nht ti Vit nam. Cc phng tin qung co : Tng tn sut pht sng qung co trn truyn hnh v tng s lng knh pht sng. T i trung ng n mt s i a phng. => To thnh chui cc tvc lin tip xut hin trn truyn hnh t khi nhn bit ti khi khch hng quan tm v tin dng. S thay i v ni dung qung co cng nh cc tvc c u t ph hp vi c im v tp tnh ca ngi dn cc thnh ph ln lun nng ng tm ti ci mi v nhiu khi nh gi cc qung co trn truyn hnh. Ni dung qung co ph hp phong tc tp qun ca ngi Vit Nam ch yu thu ht gii tr Qung co trn website ca sn phm vi vic cung cp thng tin mi nht chi tit nht v cc hot ng ca Mcdonald Vit Nam. => Tin hnh qung co so snh xem s lng ngi click c tng ln khng. Trong trang web a ra cc phiu thng tin thm d ly kin cng chng. => Hnh thnh ng dy nng lin tc thm d kin v gii p thc mc ca khch hng khi cn.
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Vi mc tiu tin ti 500.000 facebook fan , tng phn qu hp dn cho ngi like th 500.000. To ra bc nh khng l trn faceboo => Cp nht lin tc thng tin v hnh nh ri tag bn b vo. y l cch qung co to c tro lu ln trong gii tr vi vic s dng fastfood th hin vic theo xu hng nng ng, tro lu th gii vo Vit Nam ng ti poster cc mn mi ca mcdonald khng ch trong cc ca hng m cn dn ti cc trung tm thng mi, siu th v nh hng ln => y l nhng ni c mt ngi qua li ln nn cc poster s gy c ch cho ngi xem t thu ht cng chng n vi McDonald nhiu hn.

Qung co ngoi tri.( Hnh nh ch mang tnh minh ho)

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Cuc thi "Mc Donald's v bn" ( Hnh nh ch mang tnh minh ho ) 4. Ngn sch : y l mt chin dch qung co ln, rm r nn cn mt ngun ngn sch ln. Tng ngn sch m cng ty d kin dao ng mc ln hn hoc bng 5 t ng. V Mc Donald l 1 doanh nghip ln, nn phi s dng nhiu phng tin truyn thng qung b , v th s chia vic chi tr ngn sch theo tng giai on. Nu nh coi tng chi ph l 100% th chng ti s chi tr nh sau : 1. Giai on 1 60% ngn sch 2. Giai on 2 10% ngn sch 3. Giai on 3 5% ngn sch 4. Giai on 4 20 % ngn sch
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5. Pht sinh 5 % ngn sch C th : Giai on 1 qung b rm r, to cho ngi tiu dng v Mc

Donald, ho cng chng Vit Nam bit n chng ti, giai on ny s dng ch yu l cc phng tin qung co, hu nh l s dng tt c cc phng tin truyn thng, m nhiu nht l truyn hnh ( phng tin tn nhiu chi ph nht) , theo nguyn tc th 80% chi ph nn s dng vo vic chi tr cho cc phng tin qung co, v y l giai on tn nhiu chi ph nht. Nhng vi Mc Donald, th ngoi giai on 1 c bit quan trng th giai on 4 cng l giai on s dng nhiu phng tin qung co cho mc ch tng doanh thu sn phm . Chnh v th, 80% ngn sch cho cc phng tin truyn thng s c chng ti chia theo t l 6/2. Tc l 60% cho giai on 1, 20% cho giai on 4. S d giai on 1 cng s dng nhiu phng tin nhng chi ph li phi u t nhiu hn bi v y l giai on cn to cho cng chng s nhn din nht nh v n tng i vi thng hiu mnh. Hn na, li l ln u ra mt nn cn u t nhiu qung b rng ri, rm r v honh trng. Giai on 2 y l giai on to s tin tng ca ngi tiu dng

i vi doanh nghip nn ngn sch s tp trung cho vic PR bng cc phim qung co v c bit l tng cng khuyn mi. Cc sn phm ca Mc Donald khi bn ra th trng s c nhng khuyn mi ph hp cho tng thi im, v d nh Combo gim gi, sut n i km, th khch hng thn thitv..v.. Chi ph d kin s s dng cho giai on ny s l 10%. to s tin tng cn thit gia khch hng vi nh sn xut.

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Giai on 3 y l giai on duy tr hnh nh, nn lc ny cc tn

sut pht qung co trn truyn hnh cng nh cc phng tin qung co khc s gim i v ch pht vi mc nht nh hng tun hng thng duy tr hnh nh ca Mc Donald i vi cng chng h khng b lng qun. Ngoi ra tng cng u t cho b nhn din thng hiu trn bao b sn phm, trang tr chui ca hng, mu sc trang phc ca nhn vin. duy tr nhn bit ca cng chng i vi thng hiu. Chnh v th nn ngn sch d kin chi cho phn ny l 5 %. Giai on 4 Nh ni phn u, y l giai on cng c v c

nhng bc t ph sau khi xy dng hnh nh, to s tin tng v duy tr nhn bit, th y l giai on t ph tip tc cho nhng k hoch mi, nhm tng doanh thu ch khng qu tp trung vo hnh nh nh 3 giai on ny. Giai on 4 ny l lc nh sn xut bt u tung ra nhng sn phm mi c trng, nhng cuc thi mang tnh PR bn l nh chng trnh trn Facebook nn tip tc cn qung co rm r, qung co to thnh chui TVC trn truyn hnh, poster kh lnv..v.. V y cng l phn tip tc s dng cc phng tin nn ngn sch 80% ban u, sau khi chi 60% cho giai on 1 th cn 20% s chi cho giai on ny tip tc qung co. Pht sinh 95% ngn sch chi cho tng giai on khc nhau to

s qung b, tin tng, duy tr hnh nh v tng doanh thu cho sn phm, th cng ty vn cn d 5% cho cc loi chi ph pht sinh, d phng i km phc v cho cc qu trnh trong k hoch. 5. nh gi hiu qu, tc ng ca chin lc qung co:
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a. nh gi v chin lc qung co ra.

Mc Donald's l thng hiu n nhanh ln nht trn th gii v c mt ti hn 100 nuc. Mc Donald's cha vo Vit Nam nn c rt t ngi bit n thng hiu ny, chin dch qung co c xy dng khi a sn phm ny vo 3 thnh ph ln Vit Nam. Thc t l hin nay ti nhng thnh ph c mt kh nhiu thung hiu n nhanh nh KFC, BBQ... nn vn cnh tranh v thu ht s ch ca ngui tiu dng rt kh khn. Chnh v vy chin lc qung co a ra phi to c im nhn, to hiu ng thu ht....thng ip, mc tiu ra cha c st. Vic la chn Qung co trn cc phng tin truyn thng nh vy l kh hp l, nhm ng khch hng mc tiu. Trong chin dch qung co ny, mc tiu chnh l thu ht s ch ca ngui tiu dng, h bit n v s dng sn phm Mc Donald's. Vn t ra y l lm th no ngui tiu dng chn sn phm mi ca mnh, bit n thung hiu Mc Donald's trong rt nhiu nhng thung hiu n nhanh khc c mt Vt Nam ri nh KFC, BBQ.... to c hiu qu thu ht v tc ng mnh m n hnh vi mua hng cc hnh thc qung co ch yu nh vo tm l ca ngui tiu dng Vit Nam nh: tin tung truyn hnh, hay xem tivi, khch nhng khuyn mi, chi tr chi nhn thung... Bn cnh , qung co cng li dng hiu ng ghi nh vi tn sut xut hin ln: treo nhiu poster ti ca hng, trung tm thung mi, bn xe cng cng....Vic xy dng h thng ca hng nhng a im p cng c ch ....chi ph ca n chi cho qung co l rt ln. b. nh gi hiu qu ca chin dch qung co Thm d thng qua bng hi Trc khi chin dch qung co c trin khai khong mt thng chng ti s tin iu tra th trng v mc nhn bit thng hiu Mc
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Donald's Vit Nam thng qua phiu thm d khch hng trn cc trang mng vi ni dung : bn c bit n thng hiu Mc Donald's hay khng ? Sau khi kt thc chin dch qung co chng ti tip tc tin hnh mt cuc iu tra bng bng hi ging nh ln 1vi s lng, mu bng hi, a im pht, i tng pht nh trn. - S lng bng hi c pht ra l khong 450 ngi.
-

a im pht bng hi l 3 thnh ph ln: H Ni, Nng, Thnh ph H Ch Minh., gn nhng ni c mt bng p m chng ti d nh s t chui ca hng ca Mc Donald's ti .

- i tng c pht bng hi l gii tr, cng nhn vin chc, nhng ngi trong tui t 15 n 35.

Bng hi.

Bng hi Tm hiu s nhn bit ca khch hng i vi thng hiu Mc Donalds

Gii thiu: Mc Donald's l mt thng hiu n nhanh ni ting,uy tn cht lng trn th gii. V nay n vo Vit Nam c mt thi gian v c qung co trn cc phng tin truyn thng i chng. Vi mc ch tm hiu s nhn bit v v tr ca thng hiu, hnh nh trong lng khch hng
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chng ti mong mun cc bn hp tc tham gia chia s kin, suy ngh ca mnh v vn ny. Xin chn thnh cm n s cng tc v tham gia ca cc bn! Hng dn : Vi nhng thng tin m bn chn, xin hy khoanh trn vo p n (a,b,c,d). Vi nhng cu hi bn la chn p n khc v nhng cu hi cn bn a ra suy ngh, kin, xin vui lng ghi r p n tr li ca bn. Thng tin c bn : Cu 1 : Cu 2 : Cu 3 :
a. b. c.

H v tn : ( C th khng ghi )...................................................... Nm sinh :........................................................................................ Ngh nghip : Hc sinh Sinh vin i lm

Cu hi: Cu 1: a. b. Cu 2: xem qua? a. b. C Khng

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Mc Donalds vo Vit Nam bn c bit hoc nghe thng tin C Cha Mc Donald's c rt nhiu qung co rm r, bn tng

ny cha ?

Cu 3: a. b. c. d. Cu 4: a. b. Cu 5:

Bn xem qung co y u Trn truyn hnh Trn internet Nhng ni cng cng Tt c p n trn. Bn c thy n tng vi nhng qung co khng? C Khng Sau khi xem nhng qung co bn nh g v Mc

Donald's?...................................................................................................... ................................................................................................................ Cu 6: ny ? a. c. v trng v xanh b. d. v vng v cam Mu sc no khin bn nh n thng hiu n nhanh

Cu 7: Cu 8: Cu 9: Donald's? a.

Bn c bit sologan ca hng n nhanh ny l g Hnh nh c bit no gn vi thng hiu Mc Bn c bit n cc chui ca hng mi m ca Mc C
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khng?................................................................................................... Donalds.

b. Cu 10:

Khng Bn thy sao v khng gian Mc

Donalds. Cu 11: a. b. Cu 12: Bn tng s dng sn phm n nhanh ny ch? C Khng Bn yu thch sn phm ny ch?

............................................................................................ ............................................................................................................ Xin chn thnh cm n! Sau ln 2 iu tra bng bng hi chng ti s tng kt, so snh v nh gi hiu qu ca chin dch qung co cho thng hiu Mc Donald's th trng Vit Nam thng qua mc nhn bit thng hiu trc v sau khi chin dch qung co ny c tin hnh. => nh ga mc nhn bit ca ngi tiu dng v thng hiu Mc Donald's. 2/ nh gi thng qua s lng ngi truy nhp website sn phm 3/ nh gi thng qua s lng ngi lm friends trn FB, lng click, like, comment 4/ nh gi thng qua s lng ngi n ca hng mi ngy, mi tun v thng, s lng sn phm c bn ra 5/ nh gi thng qua s lng ngi tham gia cuc thi Mc Donald v bn.
nh gi mc tc ng ca qung co n hnh vi ca khch hng

thng qua hiu qu cui cng l thu nhp ca Mc Donald's.

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Kt lun : Mt thng hiu hay sn phm mun ni ting c nhiu ngi bit n v s dng u phi thc hin qung co. y l mt cng c rt hiu qu trong chin lc truyn thng marketing. N nh hng n chin lc kinh doanh ca doanh nghip. thc hin c mc ch l m rng v nng tm nh hng, nng cao danh ting ca McDonald's hn na. Mc tiu hng n chnh l ngi tiu dng Vit Nam. Xy dng thi tch cc, s tin tng ca ngi tiu dng ti th trng Vit Nam i vi McDonald's. Lm ngi tiu dng Vit Nam bit n thng hiu, hnh nh ca McDonald's. To s nhn din thng hiu, hnh nh ca McDonald's trong tm tr ca ngi tiu dng Vit Nam. nh v thng hiu, to v tr nht nh ca McDonald's trong lng ngi tiu dng Vit Nam so vi cc thng hiu n nhanh khc nh KFC, BBQ... Duy tr hnh nh ca McDonal's trong lng ngi tiu dng Vit Nam. Chng ti xy dng m hnh qung co 5M bao gm xc nh mc tiu (mission), xy dng thng ip qung co ( messages ), la chn phng tin qung co (media ), xc nh ngn sch ( money), nh gi v o lng tc ng ca qung co ( measurement). Trong , vic la chn phng tin qung co, truyn i thng ip m Mc Donald's mun gi n khch hng l mt bc rt quan trng trong chin lc ny. V y l mt chin lc c kh nng thc hin v s hon thnh c mc ch m Mc Donald's ra.

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Ti liu tham kho :

1. Bi ging : Lp k hoch qung co - ging vin Trn Quang Huy-

Khoa Quan h cng chng v Qung co- Hc vin Bo ch v tuyn truyn. 2. Bi ging : Qung co i cng - ging vin Nguyn Th Hng Nam- Khoa Quan h cng chng v Qung co- Hc vin Bo ch v tuyn truyn. 3. Cc ti liu t mng Internet.

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