B CNG THNG TRNG CAO NG KINH T I NGOI KHOA QUN TR KINH DOANH

BI TIU LUN
QUN TR DOANH NGHIP THNG MI 1

GVHD : LP : QT13E

Thng 02 nm 2011

DANH SCH THNH VIN 1. ng Cng on 2. Ysa Faty 3. Bi Th Hng 4. Dng Ngc Hu 5. Trn Bo Nguyn
6. Trn ng Thng

NI DUNG TIU LUN: QU TRNH XY DNG, PHT TRIN THNG HIU V QU TRNH CHUYN NHNG THNG HIU KFC.

I.

Gii thiu chung 1. KFC v lch s hnh thnh KFC

KFC l cm t vit tt ca KENTUCKY FRIED CHICKEN nhn hiu c tin phong bi ng Harland Sanders (9/9/1890). Cha mt khi tui cn nh, m ng phi bn chi nui sng c gia nh, Sander phi m nhim vic chm sc cho cc em nh v lm rt nhiu cng vic bp nc trong sut hn 30 nm u.Vo thp nin 30, Sanders khi u s nghip bng vic ch bin g rn phc v cho hnh khch dng chn trm xng ni ng ang lm vic ti Corbin, bang Kentucky. V lc y ng cha c nh hng nn nhng v khch phi n trn nhng chic bn t ti trm xng ca khu ph nh b. Sau ng li to ra mt mn n gi l mn thay th ba n nh bn cho nhng gia nh bn rn. ng gi n l Bui n ti ngy ch nht, by ngy trong mt tun. Khi m nhu cu v nhng i hi kht khe ca ngi tiu dung v thc n ln cao, ng di chuyn nhiu ni nhm nng cao nng sut ca mnh. Trong mt thp k sau, ng

thnh cng vi cng thc pha ch b mt ca 11 loi hng v v tho mc cng vi k thut nu c bn m vn c p dng n ngy hm nay. 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 franchise US v Canada, v nm 1964 ng bn chui ca hng ca mnh trong cng ty M cho mt nhm cc nh u t vi gi 2 triu USD, 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. Cng ty thc hin c phn ha ra cng chng vo nm 1966 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. Vo thng 5 nm 2002 cng ty tuyn b thay i tn thnh Yum. Cng ty ny s hu A&W, All American Food Restaurants, h thng cc nh hng KFC, Long Jonh Silvers, Pizza Hut v Taco Bell. Ngy nay tp on Yum!Brands l tp on ln nht th gii v s lng ca hng vi gn 35,000 ca hng trn khp 110 quc gia. Cho n khi ng mt i bi s tc ng mnh ca bnh bch cu vo nm 1980 tui 90, ng i gn 250,000 dm/nm ving thm cc nh hng KFC trn ton th gii. KFC l h thng nh hng phc v g rn ln nht vi hn 10.000 nh hng ti 92 quc gia. KFC v h thng nhng quyn ang to vic lm cho hn 200.000 ngi trn ton th gii.

Sn phm ch yu ca KFC l Buckets, Burgers v Twisters v tht g Colonel Crispy Strips vi nhng mn n thm mang phong cch qu hng Ti Vit Nam, KFC tham gia th trng t nm 1997, n nay c gn 80 ca hng trn c nc. 2. C s l lun Thng hiu: Thng hiu l khi nim trong ngi tiu dng v sn phm vi du hiu ca nh sn xut gn ln mt, ln bao b hng ho nhm khng nh cht lng v xut x sn phm. Thng hiu thng gn lin vi quyn s hu ca nh sn xut v thng c u quyn cho ngi i din thng mi chnh thc.

Thng hiu - theo nh ngha ca T chc s hu tr tu th gii (WIPO): l mt du hiu (hu hnh v v hnh) c bit nhn bit mt sn phm hng ho hay mt dch v no c sn xut hay c cung cp bi mt c nhn hay mt t chc. Thng hiu c hiu l mt dng ti sn phi vt cht

Thng hiu ng k s c s bo h ca php lut trnh khi s bt chc ca i th, khng nh u th c trng ca doanh nghip. Thng hiu l 1 s khng nh ng cp sn phm ca doanh nghip. H thng cc thng hiu s cho php doanh nghip tn cng vo tng phn khc khch hng khc nhau. Tn gi, biu tng, mu sc c trng ca thng hiu s h tr sn phm d dng i vo tm tr khch hng Thng hiu l ngun cng c kh nng cnh tranh, gip nng cao doanh s li nhun ca doanh nghip. Nhiu nghin cu thm d ngi tiu dng cho thy rng thng hiu lun l yu t hng u gip h la chn mn hng cn mua sm. Nh thng hiu sn phm, khch hng s: Bit xut x sn phm, yn tm v cht lng, tit kim thi gian tm kim thng tin, gim chi ph nghin cu thng tin, khng nh gi tr bn thn, gim ri ro trong tiu th. Thit hi do tranh chp nhn hiu l khng nh. Do vy, cc doanh nghip cn tin hnh ng k bo h nhn hiu hng ho ca mnh ti nhng th trng tim nng. Php lut nhn hiu hng ha ca Vit p dng nguyn tc "first to file - dnh u tin cho ngi np n trc. Chi ph ng k ti Vit kh nh, do cc doanh nghip nn np n ng k nhn hiu ginh quyn u tin sm trc khi tung sn phm ra th trng. Mc tiu ca thng hiu KFC l mang n vi 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

Chuyn nhng thng hiu (Franchise): l hot ng doanh nghip bn Franchise trao cho bn mua quyn kinh doanh s dng m hnh, k thut kinh doanh, sn xut hay dch v ca cng ty mnh trn thng hiu ca mnh. i li, doanh nghip mua Franchise phi tr cho bn bn mt khon chi ph s dng bn quyn hay chic khu % doanh thu trong khong thi gian do hai bn tha thun. Thng thng, cc chi ph u t c s h tng, nhn lc do bn mua Franchise m nhim, doanh nghip bn Franchise ch chuyn giao m hnh kinh doanh, h tr v thng hiu, qung b Franchise c ngi M khi xng v nh ngha nh s lin kt hp ng gia pha chuyn giao (nh sn xut hoc t chc dch v) vi ngi nhn chuyn giao (ngi kinh doanh c lp). Ngi chuyn giao cho mn thng hiu v h thng kinh doanh bao gm tt c cc cch thc qun l. Cn ngi nhn chuyn giao chi tr tin bn quyn thu thng hiu v tin ph c kinh doanh vi tn v h thng ca nh chuyn giao u im ln nht ca nhng quyn l gim thiu ri ro khi u t. Nguyn nhn l cc c s nhng quyn c thnh lp theo hnh mu c sn v pht trin nhanh hn, nh sinh li nhanh hn. Mt nguyn nhn khc na l do y c phng php qun l tt hn, ng thi thng hiu ni ting v c ngi tiu dng tn nhim. Theo ti liu Small Business Administration (SBA), hu ht nhng doanh nghip nh tht bi l do qun l yu km. Trong bi cnh ny, phng n kinh doanh da trn hnh thc nhng quyn c l kh thi hn c- thu mt c s nhng quyn v bn cht l thu b quyt qun tr ca mt doanh nghip thnh cng

Nhng thun li nu mua franchise: 1. Bn c quyn s dng h thng iu hnh kinh doanh, c cu t chc v thng hiu ni ting c chng nhn. 2. T l tht bi rt thp: ch khong 5% trong h thng franchise M tht bi mi nm so vi cc m hnh kinh doanh t do khc, con s ny l 30 n 35% trong nm u tin hot ng. 3. Mt mng li cng tc lun c sn nh gi nhng tin trin trong cng vic ca bn, a ra nhng tng hay h tr thm cho bn nu cn. 4. D bn c t hoc khng c cht kinh nghim kinh doanh no bn vn c th tham gia vo cc lp o to, c cc chuyn gia h tr thay v ch da vo hiu bit ring ca mnh. 5. Bn c li t nhng qung co trn cc tnh thnh hoc thm ch ton quc ca hng m bn mua thng hiu, nh cc dch v v sn phm ca bn cng c ch . 6. Thnh cng ca franchise rt c tim nng v l mt c hi c tr thnh i l ca mt hng ln vi iu kin ti chnh c bit.

Nhng hn ch ca vic mua franchise: 1. Bn khng bao gi c t do hon ton khi a ra nhng quyt nh ring ca mnh. 2. Bn phi tun theo phng php v h thng hot ng sn c m khng c php thay i. 3. Da trn doanh thu hng thng ca bn m bn phi tr mt khon ph gi nm na l ph-thu-thng-hiu. 4. Chi ph mua franchise c th cao hn 40% so vi chi ph bn b ra nu c d n kinh doanh c lp. 5. Bn ch c th kinh doanh ng lnh vc m mnh c nhng quyn, gi c cng c t theo mt chun da trn th trng a phng. 6. Cng vic kinh doanh ca bn hon ton ph thuc vo uy tn ca thng hiu m bn

i din. Nu thng hiu vn g th vic kinh doanh ca bn ngay lp tc b nh hng. II. Qu trnh xy dng, pht trin v nh v thng hiu KFC ti Vit Nam
1. Qu trnh xy dng v pht trin ca thng hiu KFC ti Vit Nam

Tht g rn Kentucky, sn phm ca Tp on Yum Restaurant Internation (Hoa K) l mn n nhanh v ang tr nn thng dng vi ngi dn nhiu nc trn th gii. Hin Restaurant c ti 34 nghn nh hng trn ton cu. Th trng chu , ang l th trng tim nng, pht t nht ca Restaurant. Trong hai nm 2005-2006, khi dch Sars v i dch cm gia cm honh hnh nhiu nc khin th phn ca KFC gim st nghim trng, nhiu th trng g rn KFC c cha mt s phm mu, hm lng gy Cholesterol v bo ph cho ngi s dng...gy tn tht khng nh n doanh thu, k hoch pht trin th trng KFC. Nhng bng chin lc kinh doanh ph hp, sn phm tr nn quen thuc vi nhiu th trng, Restaurant nhanh chng ly li hnh nh, thng hiu ca mnh, c bit l th trng chu . C th ni nm 2006 l nm chu ca g rn KFC. Ch tnh ring ti th trng Trung Quc, hin s ca hng ca KFC ln n cn s hn 5000. Doanh thu nm qua ca Restaurant ti Trung Quc ln hn 200 triu USD, vt xa i th cng th trng l L'etoile (Php), c mt y nhiu nm nay. Sau thnh cng Trung Quc, thng hiu g rn KFC tip tc, m rng pht trin ra th trng nhiu nc chu , trong c Vit Nam. KFC Vit Nam l n v mua nhng quyn (franchising) KFC t tp on Yum! Brands. Ti Vit Nam, KFC Tham gia vo th trng ln u tin vo thng 12/1997 ti trung tm thng mi Si Gn Super Bowl, gi y, h thng nh hng thc n nhanh ny c mt ti hu ht cc ng ph ca Vit Nam.

C th ni, nm 2006 v va qua, l thi gian thng hiu g rn KFC ti th trng thnh ph H Ch Minh tr nn si ng, t khch, ngi dn "ua" nhau tm n cc nh hng KFC thng thc sn phm ca thi cng nghip, c bit l lp tr. S tng t bin ca lng khch hng, khin KFC phi m thm nhiu ca hng mi ti thnh ph H Ch Minh, cng nh mt s tnh khc, trong phi k n s kin g rn KFC thnh lp ca hng u tin H Ni, nh du s kin KFC tin chn ra Bc. "Cuc chi" ca KFC ti Vit Nam thc s bt u. By nm cho mt th trng, by nm cho mt thng hiu, trong kinh doanh tht khng phi l ngn, cng khng phi l di cho mt thng hiu cht lm quen v ln. "t st nn ming" cu thnh ng lun ng trong kinh doanh, vi mt th trng tim nng, rng ln, hn 80 triu dn, li va ra nhp WTO, thng hiu g rn KFC lm nn mi chuyn y. Chin lc kinh doanh ph hp, s tin on chnh xc, sn phm uy tn, cht lng ang lm nn thng hiu g rn KFC th trng Vit Nam vi mc tiu thng hiu KFC l 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 & chin lc ca nhn hiu KFC ti Vit Nam. Cuc khng hong kinh t vi ni lo cm o go tin tr thnh ni lo ca rt nhiu ngi dn Vit din ra khin cho doanh thu ca KFC ch tng 61% trong nm 2008 v 30% trong nm 2009. Phi lm g trong lc ny ly li tng trng? l cu hi lm au u cc nh hoch nh chin lc ca KFC Vit Nam.V EZ menu ( thc n d v r) l bi thuc hu hiu gip KFC vt qua giai on kh khn v hng ti mc tiu tng trng 50% trong nm 2010. Mt nhn vin thu ngn ca mt nh hng KFC ti thnh ph H Ch Minh cho bit trong nm 2010 doanh thu bnh qun nh hng t t 50tr 80tr/ngy.

DoanhThu (triu US D)
5,8 5,7 5,6 5,5 5,4 5,3 5,2 5,1 5 4,9 4,8 Nm 2001 Nm 2002 Nm 2003 Nm 2004 Nm 2005 Nm 2006 Nm 2007 Nm 2008

Doanh Thu (triu usd)

Biu Doanh thu ca KFC ton cu theo Interbrand (triu USD)

Cc ct mc pht trin: Thng 12/1997: khai trng nh hng u tin ti TP.HCM (KFC Saigon SuperBowl) 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 89 l s lng nh hng KFC ti Vit Nam tnh n ht thng 11 nm 2010.

Danh sch chui ca hng KFC ti Vit Nam

Ti TP.HCM - A43 Trng Sn, Phng 4, Qun Tn Bnh, TP.HCM - Lu 4 - DiamondPlaza 34 L Dun, Phng Bn Ngh, Qun 1, TP.HCM - Siu th Si Gn, s 34 ng 3/2, Phng 12, Qun 10, TP.HCM - 15-17 Cng Ha, Phng 4, Qun Tn Bnh, TP.HCM - 20 An Dng Vng, Phng 9, Qun 5, TP.HCM - 74/2 Hai B Trng, Phng Bn Ngh, Qun 1, TP.HCM - 80 ng Thp Mi, Phng 2, Qun 6, TP.HCM - Co.op Mart, 571 Nguyn Kim, Phng 9, Qun Ph Nhun, TP.HCM - Co.op Mart, 1 Quang Trung, Phng Hip Ph, Qun 9, TP.HCM - 78 L Lai, Phng Bn Thnh, Qun 1 , TP.HCM - 14 Phm Ngc Thch, Phng 6, Qun 3, TP.HCM - 127C-127N inh Tin Hong, Phng 3, Qun Bnh Thnh, TP.HCM - Siu th Vn Lang, 1 Quang Trung, Phng 10, G Vp, TP.HCM - 99 Ng Quyn, Phng 11, Qun 5, TP.HCM - 407C-407D L Vn S, Phng 12, Qun 3, TP.HCM - 330 Trn Hng o, P. Nguyn C Trinh, Qun 1, TP.HCM - Siu th VINATEX, 1/2 Lnh Binh Thng, Phng 8, Qun 11, TP.HCM - 594 Cch Mng Thng Tm, Phng 11, Qun 3, TP.HCM - 199A Nam K Khi Ngha, Phng 7, Qun 3, TP.HCM - Siu th Co.op Mart L Thng Kit, 497 Ha Ho, Phng 7, Qun 10, TP.HCM - 201 Khnh Hi, Phng 3, Qun 4, TP.HCM

- 123 - 125 Chu Vn Lim, Phng 14, Qun 5, TP.HCM - 1-3 Ng Gia T, Phng 3, Qun 10, TP.HCM - C x Bnh Ha, 170A N Trang Long, Phng 12, Qun Bnh Thnh, TP.HCM - 2 Hong Hoa Thm, Phng 12, Qun Tn Bnh, TP.HCM - 79 Bnh Qui, Phng 27, Bnh Thnh, TP.HCM - 35 Trnh Vn Cn, Phng Cu ng Lnh, Qun 1, TP.HCM - 35 Trnh Vn Cn, Phng Cu ng Lnh, Qun 1, TP.HCM - Parkson Hng Vng, 126 Hng Vng, Phng 12, Qun 5, TP.HCM - 214/B55 Nguyn Tri, Phng Nguyn C Trinh, Qun 1, TP.HCM - Food court Eden Mall, 106 Nguyn Hu, Phng Bn Ngh, Qun 1, TP.HCM - SB 2-1 M Khnh 1, P. Tn Phong, Qun 7, Tp.HCM - 265 u C, Phng 5, Qun 11, TP.HCM - Lu 5, Food CourtTTTM Parkson CT Plaza, 60A Trng Sn, Tn Bnh, TP.HCM - 111 Nguyn Sn, Phng Ph Thnh, Qun Tn Ph, TP.HCM - 22 Nguyn Th Minh Khai, Phng a Kao, Qun 1, TP.HCM - Siu Th Parkson, 35 BIS-45 L Thnh Tn, Phng Bn Ngh, Qun 1, TP.HCM - Siu th Big C 792 Nguyn Kim, Phng 3, Qun G Vp, TP.HCM - Lu 4, TTTM Now Zone, 235 Nguyn Vn C, P. Nguyn C Trinh,Q 1, TP.HCM - Lu 3, Lotte Mart Nam Si Gn, 469 Nguyn Hu Th, P. Tn Hng, Q 7, TP. HCM - 323 Tn Sn Nh, Phng Tn Sn Nh, Qun Tn Ph, TP.HCM - 167/2 Nguyn nh Th, Phng Trung M Ty, Qun 12, TP.HCM - Ta nh The Manor 91 Nguyn Hu Cnh, Phng 22, Qun Bnh Thnh, TP.HCM - Big C 202B Hong Vn Th - Phng 9 - Q. Ph Nhun - TP.HCM

- 194D - 194E Pasteur, Phng 6, Qun 3, TP.HCM - 195 X Vit Ngh Tnh, P. 17, Q. Bnh Thnh, TP.HCM - 138 A T Hin Thnh, Phng 5, Qun 10, Tp.HCM - 940B ng 3 thng 2, Phng 11, Qun 10, Tp.HCM - 1231- Quc l 1A, Phng Bnh Tr ng, Q. Bnh Tn, Tp.HCM Ti Cn Th - Siu th VINATEX, S 42 ng 30 thng 4, Phng An PH, Q. Ninh Kiu, Cn Th Ti H Ni - 209 L Dun, Qun Hai B Trng, H Ni - 3C L Thi T, Qun Hon Kim, H Ni - 222 Trn Duy Hng, Qun Cu Giy, H Ni - Siu Th Parkson, 198B Ty Sn, ng a, H Ni - 27 Hunh Thc Khng, Qun ng a, H Ni. - 156-158 Tn c Thng, Quc T Gim, ng a, H Ni - 292 B Triu, Phng L i Hnh, Qun Hai B Trng, H Ni - 87 Nguyn Thi Hc, Qun Ba nh, H Ni - 11A7 Khu tp th H Kinh t Quc Dn, Trn i Ngha, P. ng Tm, Q. Hai B Trng, H Ni - 405 Nguyn Vn C, Qun Long Bin, H Ni - Ta nh BITEXCO (THE MANOR), M Tr, M nh, T Lim, H Ni - 173-175 Lng H, ng a, H Ni - 372-374 Cu Giy, Qun Cu Giy, H Ni Ti ng Nai - Big C ng Nai, Phng Long Bnh Tn, Bin Ha - ng Nai

-165 - 157 ng 30/4 - phng Trung Dng - Bin Ha - ng Nai. - Co.op Mart Bin Ha 121 Quc L 15, Phng Tn Tin, Bin Ha ng Nai Ti Nng - 478 in Bin Ph, Qun Thanh Kh, Nng - Lu 2 - Siu th Big C Nng 225-227 Hng Vng, Q. Thanh Kh, Nng Ti Vng Tu - Siu th Co.op Mart B Ra, Phng Phc Trung, Tnh B Ra Vng Tu - Siu th Co.op Mart, 36 Nguyn Thi Hc, Phng 7, Vng Tu - Nh Ga Tu Cnh Ngm, ng H Long, Vng Tu Ti Hu - Siu Th Co.op Mart Trng Tin, s 6 Trn Hng o, Hu - Tng 4 Trung tm thng mi Big C Hu, Ng t B Triu - Hng Vng, Hu Ti Hi Phng - Siu Th BIG C, KHU TM, Ng 5 Sn Bay Ct Bi, Ng Quyn, Hi Phng - Tng 4, Parkson Hi Phng, Khu TM, Ng 5 SnBay Ct Bi, Ng Quyn, Hi Phng - Siu Th BIG C, KHU TM, Ng 5 Sn Bay Ct Bi, Ng Quyn, Hi Phng Ti klk - Co.op Mart, 71 Nguyn Tt Thnh, Phng Tn An, Bun Ma Thut, Dak Lak

2. Chin lc nh v ca thng hiu KFC ti Vit Nam a. Phn on Th trng

Phn on th trng theo v tr a l:

Ch yu tp trung vo nhng Thnh ph ln, tp trung ng dn nh H Ni, TP.HCM, Nng, Hi PhngTrong KFC la chn cho mnh 2 th trng im l H Ni v thnh ph H Ch Minh.Nm 1998 th KFC c mt ti thnh ph H Ch Minh nhng phi mi n tn nm 2006 th KFC mi pht trin h thng cc ca hng ca mnh ra H Ni.KFC khng pht trin mt cch t h thng cc ca hng m vi mc ch pht trin lu di trn th trng Vit Nam th KFC tin hnh s m rng mt cch vng chc. Phn on th trng theo nhn khu hc: Trong phn ny s cp n 3 kha cnh l la tui, thu nhp v ngh nghip: + 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.Vi vic xc nh th trng th KFC ch yu nh vo xu hng nng ng,kh nng tip cn vn ha nhanh ca cc bn tr Vit Nam.Ngoi ra KFC cng c bit quan tm n tr em,c th ni h tc ng vo nhn thc ca cc em ngay t khi cc em cn nh. + Thu nhp: Vit Nam l nc c thu nhp u ngi thp v vy y cng l mt kh khn ca 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 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. + Ngh nghip: Vic chn 2 thnh ph chnh l H Ni v thnh ph H Ch Minh th KFC c th tip xc mt th trng ln l: Hc sinh, sinh vin, bn tr lm vic khu vc trung tm Thnh ph.V s lng cc trng i hc,cao ng,dy ngh y l rt nhiu. V iu cng ph hp vi nh hng ca KFC. Phn on th trng theo tm l:

Vit Nam l mt nc pht trin nhanh trong thi gian qua. Vic pht trin theo nn kinh t th trng ko theo nhng phong cch sng mi,nhng xu hng mi c bit nhng xu hng,phong cch sng ny c cc bn tr tip thu rt nhanh.iu gip cho KFC c c s tin vo s thnh cng ca mnh khi t chn vo th trng Vit Nam. Phn on th trng theo hnh vi: Tin hnh mt cuc iu tra b ti v nguyn nhn pht trin qu nhanh ca Lotteria v KFC, cu tr li t hu ht cc thc khch trong tui t 17-29 l: tin li, ngon, gi c phi chng, trong khu phc v c coi l chun nht.Chnh v vy m KFC th hin mt phong cch chuyn nghip khng ch trong i ng nhn vin,h thng cc ca hng tng i dy c m cn l iu hnh mt lot cc ca hng vi s tin li nht cho khch hng s dng sn phm KFC.
b. La chn th trng mc tiu

Thi gian va qua s bng n v nhu cu to nn mt ln sng pht trin mnh m cc lnh vc dch v. c bit l mng thc n nhanh, ngi tiu dng ngy cng tm n nhng nhn hiu tan cu quen thuc hn l n nhng qun n thng thng khc. Hin nay, KFC ngy cng pht trin ti nhiu quc gia trn th gii. in hnh ti Malaysia, ca hng KFC u tin c m ti Jalan Tuanku Abdul Rahman. Nu nh nm 1998 mi ch c 225 ca hng KFC th ngy nay mn g mang hng v tuyt vi ny ng ngha vi tn KFC v c ngi dn Malaixia c bit yu thch. Cn ti Vit Nam, KFC dnh ra by nm xy dng th trng (chu l ti by nm) v bt u c li t nm ngoi, by gi bt u l thi im gt hi kt qu. Th trng Vit Nam-mt th trng mi vi 17 nh hng so vi hn 34.00 nh hng nm trong chui KFC trn ton th gii. Trong giai on u, KFC chp nhn u t pht trin thng hiu, xy dng h thng nh hng, thc hin cc chng trnh tip th gy dng khch hng cho mnh trong tng lai. Nm ngoi, hot ng kinh doanh ca chui

ca hng KFC kh thnh cng vi doanh s bn hng tng khong 80%. Theo nh gi ca tp on Yum Restaurant International, Vit Nam l th trng mi v ang c nhiu c hi pht trin mnh. Hin nay, KFC tr thnh thng hiu thc n nhanh c bit n nhiu thnh ph H Ch Minh ni ring v Vit Nam ni chung. S lng khch hng lm quen v chp nhn loi thc phm ny cng nhiu. KFC vi mc tiu th trng nhm vo gii tr th th trng Vit Nam c nh gi l mt th trng trin vng. Mt na dn s Vit Nam c tui di 30, ngha l gii tr s d chp nhn sn phm thc n nhanh ca KFC hn ngi ln tui. Tuy nhin, trong gii tr, KFC Vit Nam c bit hng s quan tm vo 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. Vi mc tiu xy dng lng tin ni khch hng thng qua cht lng, uy tn v an ton v sinh thc phm, KFC Vit Nam ch chn nhng nh cung cp nguyn liu uy tn v m bo cht lng, v d nh CP Vit Nam. Tt c nguyn liu s dng u phi c chng nhn kim dch ca c quan chc nmg. Vic la chn th trng mc tiu ca KFC l hon ton chnh xc. Trong khi fast food nc ngoi c coi l sn phm ca ngnh cng nghip, nhiu cng ty khng cn n mt bng qu ln kinh doanh, khch hng ch yu mua v. Song Vit Nam, ngi dn cha quen vi cch kinh doanh ny, do fast food 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:trong bn nm ti l pht trin mng li nh hng KFC tng gp su ln, 100 nh hng. Cn sau tm nm na (vo nm 2014), s nh hng ca KFC c th nhiu gp 9-10 ln hin nay. Vi vic pht trin ti cc thnh ph ln nh thnh ph H Ch Minh, H Ni...
c. Chin lc nh v

Xc nh i th cnh tranh: Khi xm nhp th trng th KFC tt nhin s phi i mt vi cc i th cnh tranh.i th cnh tranh c th l cc sn phm truyn thng nh ph 24,sn phm n nhanh khc (BBQ chicken, lotteria)hay l i th tim n nh Macdonald (hin ti th Macdonald 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. Song do l sn phm mang phong cch hin i nn khi vo Vit Nam th KFC gp nhiu kh khn trong vic a sn phm ca mnh n ngi tiu dng mc d c hi th trng rt ln. Nhn thc ca ngi tiu dng v cc i th cnh tranh: nh gi nhn thc ca ngi tiu dng v cc i th cnh tranh chnh l nh gi s hiu bit v cc thng tin ca i th cnh tranh. Vic nh gi ny thng qua cc tiu ch m KFC t ra,v thc hin c iu th vic nghin cu thng tin t th trng l rt cn thit.Nghin cu thng tin th trng bng cc cng c nh l: Bng cu hi iu tra,s dng cc ti liu th cp nh gi v tr ca cc i th cnh tranh: T vic nghin cu thng tin t th trng s a li nhng kt qu gip cho KFC c th xc nh c th phn ca mnh cng nh ca i th cnh tranh,bit c nguyn nhn ngi tiu dng khng s dng sn phm ca mnh m li s dng sn phm ca i th

cnh tranht y c nhng nh gi chnh xc v tr ca cc i th cnh tranh.Hin ti th Lotteria chnh l i th tiu biu e da n th phn ca KFC. Bn cnh cc thng hiu Vit (ph 24) cng l nhng i th ca KFC. Cn i vi Macdonald th c th do th trng cha hp dn vi ng ln ny. Nhng khng sm th mun KFC cng s phi i mt vi i th ln ny ti th trng Vit Nam. Phn tch a chung ca ngi tiu dng: Qua s liu nghin cu (thu thp c) th KFC l sn phm c s dng nhiu nht bi nhm hc sinh,sinh vin l 78%,v vi nhng ngi c thu nhp di 1 triu ng l 49%.iu chng t gii tr l ngi tiu dng chnh ca cc sn phm KFC v nhng ngi c thu nhp khng cao li l khch hng chnh ca KFC. Cng thng qua kt qu thu thp c th nu khng mua sn phm KFC th lotteria chim ti 45% nim tin t khch hng t thy c lotteria chnh l i th chnh ca KFC. Ra quyt nh: KFC chn cho mnh hng i ring ph hp vi m thc ca ngi Vit nh l cho ra cc sn phm mi nh:bnh m mm,bp ci chn jumboKFC khng nh cht lng sn phm ca mnh bng cc chng nhn kim dch.Khng nhng th cc sn phm ca KFC cn to s khc bit vi cc sn phm khc bng s pha chn 11 loi gia v khc nhau chnh iu to ra s khc bit cho cc sn phm ca KFCth hin rt r trong chin lc sn phm ca KFC. Gim st thc hin chin lc: Qu trnh ny m bo cho chin lc nh v ca KFC lun i ng hng,mc tiu ra.ng thi pht hin nhng sai st,nhm ln c th c cc bin php khc phc kip thi
d. Chin lc ca nh sn xut

Chin lc sn phm: Sn phm ch yu ca KFC l Buckets, Burgers v Twisters v tht g Colonel Crispy Strips vi nhng mn n thm mang phong cch qu hng. Nhng vo nm 2001 KFC tin hnh lp k hoch pht trin sn phm mi cho mnh v Soul Food chnh l sn phm mi trong chin lc . V vy khi vo Vit Nam, KFC thay i khu v, kch thc, mu m cho ph hp vi m thc ca ngi tiu dng Vit Nam. iu quan trng trong chn lc pht trin sn phm l to s khc bit ha so vi cc sn phm khc.T ngi tiu mi cm nhn c sn phm no ca nhn hiu KFC hay Lotteria,hay mt ca hng thc n nhanh khc. Bn thn sn phm KFC c s khc bit v s pha trn gia mi mt loi gia v. Chnh iu ny to nn hng v c bit cho mn g rn. 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 JumboKch thc ca Hambeger cng thay i, tr nn nh hn thch hp vi vc dng nh nhn ca ngi Vit Nam. Danh mc sn phm c sp xp theo nhiu loi gip cho ngi tiu dng d chn la thc n a thch. Danh mc ny bao gm: g rn truyn thng, tin li mi ngy, phn n cho tr em, nc gii kht, thc n nh, thc n ph, kinh t mi ngy, xalach, trng ming, Bn cnh , mt s mn mi dc tung ra th trng Vit Nam gp phn lm tng thm s a dng trong danh mc thc n, nh: bg phi l, bg tm, lipton ice tea, nc Evian Vi vic m rng sang cc nguyn liu tm c, mt s nc gii kht thay th sn phm nc ngt Pepsi, KFC to s thch th v t m cho gii thanh nin, t c th gim s nhm chn ni khch hng khi ch c quyn phc v ch mi mn g. c bit i vi gii thanh nin hin nay lun thch i tm ci mi, ci l. 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. Theo tin NewYork, ngy 30 thng 10 nm 2006, sau 2 nm b mt th nghim mt loi du chin G t cht bo, hm nay 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 nm qua 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 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. c bit trong thi gian gn y, nn dch cm gia cm ang 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 KFC khc phc c. Vi nhng ngun cung cp tht g sch v uy tn ca KFC trn th trng tao cho ngi tiu dng s an tm khi dng sn phm g rn. 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 ga sch gip cho KFC nng cao uy tn ca mnh trn th trng, tng thm v th cnh tranh trong thng trng quc t. Chin lc gi: T nm 1998 khi KFC bt u xut hin tai thi trng Vit Nam, KFC chiu l trong sut 7 nm cho ti nm 2006 khi ngi dn Vit Nam bt u chung thc n nhanh vi s tin

li cua no, luc o h thng chui ca hang KFC thc s bung n tai ia ban thanh ph H Chi Minh Trong nhng bc u tin thm nhp thi trng Vit Nam khi ma ngi dn con quaxa la vi thc n nhanh cung mui vi cua no, 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. i cng vi s cnh tranh hin nay trn th trng ca cc hng Lotteria hay Jolie Bee, KFC c nhng tng cnh tranh mi l, v d nh kt hp cc phn n 2 ngi vi gi kh mm (trung bnh l 69.000/phn) cng nhng hot ng ng gp cho qu t thin hoc cc s kin l hi, Tt mang nhiu ngha. Chin lc phn phi: C th ni ngy nay vi nhp sng th ho cao, con ngi ngy cng tr nn hi h, bn rn hn vi cuc sng th fastfood nh lmt gii php hu hiu tit kim thi gian. ng thi nh vo tm l chung phong cch ty, chuyn nghip ca thanh nin. KFC m rng mng li ca mnh n khp c nc, trong ch yu l cc thnh ph ln ni thun tin d8i li v c s ngi tr tui cao nh: siu th, khu cng nghip. H thng phn phi ca KFC ch yu c m rng thng qua nhng quyn. Tuy nhin thi gian u c KFC nhng quyn thng phi tr ph cao, theo thi gian ph ny c xu hng gim xung to cho KFC c m rng v d kin n 2010 s c 100 c hng KFC trn khp c nc. Chin lc xc tin: + Khuyn mi:

Nm c th hiu ca thanh nin Vit Nam ni ring cng nh ngi Vit Nam ni chung, KFC thng xuyn tung ra cc chng trnh khuyn mi khng ch trong ngy l m cn trong ngy thng. Vo dp Noel th KFC c chng trnh qung co vi ni dung: "Ging sinh l thi gian p nht trong nm, l thi gian cho gia nh v bn b. Hy KFC chuyn nhng li chc tt p, nhng mn qu ngha nht n ngi thng yu ca bn. KHI MUA 1 "PHN N GING SINH" ngi thn ca bn s nhn c tm thip v c C HI NHN NHIU QU TNG HP DN: + 04 my LAPTOP + 10 in thoi NOKIA N72 + 10 my nghe nhc MP4 + 200 cp o thi trang + 50.000 thip Ging Sinh Bn cnh KFC cn c cc chng trnh khuyn mi trong nm: Mua hng vo ngay thi im chung ca hng reo, khch hng s c tng: 01 ming g, 01 phiu i min ph 02 ly Pepsi ln khi mua 02 ly Pepsi nh cho ln mua hng sau. Mi ngy c 24 ln rung chung. Vi mi ln mua 01 ly Pepsi ln, khch hng s nhn c 01 m s tham gia chng trnh rt thm t ng bng cch nhn tin n tng i (8113) hoc vo Website: w w w. pepsiworld . com.vn Trong ma dch cm, KFC tung ra chng trnh khuyn mi: khch hng no dm gc ni lo cm g, dng th VIP gi 15.000 s c gim 10% s tin mi ln n trong mt nm k t ngy mua th.

Mc khc KFC cn lin kt vi cc vi cc nhn hiu khc cng lm khuyn mi nh mc in Laser hiu Vmax : Khi mua bt k 01 sn phm mc in laser hiu Vmax, khch hng s c tng 1 coupon tr gi 40 00 0, s dng ti cc nh hng thc n nhanh KFC. Chng trnh ko di t 1/12 n 31/12/2007 ti TPHCM, Bnh Dng, ng Nai. Vi h thng phn phi ton quc, sn phm mc in Vmax (dng cho my in HP, Canon, Samsung...) c cht lng tng ng mc in chnh hng nhng gi thp hn t 30 n 60%. Quan h cng chng (PR): qung b cho thng hiu ca mnh , KFC thng xuyn c cc hot ng t thin , ti tr nh : 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. Bn cnh KFC cng thnh lp i tnh nguyn KFC Team tham gia cc hot ng t thin , gip cc tr em m ci, tn tt ,.Ti tr cc gii thi u th thao trong nc . Qung co: Chin lc qung co ca KFC l tp trung xy dng hnh nh thng hiu, to s quen thuc cho ngi tiu dng v mt cch n mi l nhng ni ting trn th gii l : fastfood . KFC khng ch qung co trn cc phng tin in n nh bo ch , tp ch m cn c qung co trn cc phng tin in t nh truyn hnh , internet. Bn cnh KFC cn t chc qung co ngoi tri nh : pan , p-phch, bng hiu , pht leaflet

III. Nhn xt: u im:

-

Vic KFC Vit Nam nhn nhng quyn thng hiu KFC t Yum!Restaurant, mt thng hiu rt ni ting nc ngoi, khin cho vic kinh doanh Vit Nam t rt nhiu thun li cha k vic nhn c s chuyn giao b quyt qun l hiu qu cng vi cng ngh ch bin c quyn gip KFC Vit Nam thun li hn trong vic PR, qung co, qua khng kh xy dng ch ng cho thng hiu KFC ti Vit Nam.

Chin lc kinh doanh ph hp, s tin on chnh xc, sn phm uy tn, cht lng ang lm nn thng hiu g rn KFC th trng Vit Nam vi mc tiu thng hiu KFC l 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. KFC thc s thu ht c gii thanh nin khng ch v s thun tin , sang trng 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 thc n nhanh s 1 ca KFC Vit Nam. KFC c nhiu ngi bit n v c th ni l t c thnh cng rc r Vit Nam.

Nhc im: Vic p dng khng ng cch v trit cc c ch qun l nhn s t cng ty s hu thng hiu vo h thng nh hng KFC ti Vit Nam gy ra mt s kh khn nht nh cho nhn vin.

Gn y c mt s thng tin ca khch hng phn nn v vic mt s nh hng KFC s dng nguyn liu g khng m bo cht lng gy thit hi khng nh n uy tn ca thng hiu KFC ti Vit Nam