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TRNG I HC KINH T
MARKETING CHIN LC
Gio vin hng dn: TS. Nguyn Xun Ln Sinh vin thc hin: Nhm 11 1. H Ngc Tn 35k12.2 2. Phm Th Dng 35k12.2 3. Hong Ngc Bnh 35k12.2
Nm hc 2011 - 2012
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2003 v 2004. Chin lc Soul Food gip KFC to c mt h thng nhn din thng hiu hon chnh v xy dng c mt mi quan h tt p vi khch hng.
Thanh tich at c:
Tng trng 25% t nm 1999 v gi tr hng ho bn ra ln n 26.5 t trong nm 2004 (theo Mintel). n v s lng khch hng ca dch v ny ng mc 177.6 nghn vo nm 2003, tng 6.8% so vi nm 1999. Nm 2003 c 5.224 triu v giao dch, tng 15.6% so vi nm 1999 (theo Euromonitor). Thc n nhanh tip tc th hin s tch cc ca n trong sut giai on va qua khi chim 53.6% cc giao dch v dch v thc phm nm 2003, vt mc th phn ca n 52.2% vo nm 1999 (theo : Euromonitor).
Grilled
Original Recipe
Extra Crispy
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Wings
Popcorn
Potpie
8 Wing Meal
2 pc. Meal
Flavors & snacks: Phn g rn c ph st chua cay tao nn sc khc bit vi cc mn truyn thng
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Boneless Wings
Rice Bowl
Sandwiches: Nu bn khng c thi gian thng thc ti qun v mun dung trn ng i, hy th mt phn sandwish ngon tuyt.
Doublicious
Double Down
KFC Snacker
Desserts: Sau khi tha mn cn i theo kiu gia nh, hy t thng cho mnh mt ba trng ming theo phong cch ca KFC.
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Sides: KFC khng ch phc v mt chng loi thc n duy nht m cn cung cp cc loi khc nhau cng nh nhng mn km theo cho ba n ca thc khch thm a dng v phong ph.
Cole Slaw
Green Beans
Salads: i khi cng cn cht xanh cho ba n them dinh dng. Mn rau trn lm a dng thm mt hng v mi cho thc n ca KFC
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c nhm dch v thc phm tch hp hng u trong khu vc Chu Thai Binh Dng da trn s nht qun v cht lng sn phm v tp trung vo nhng dch v khch hng c bit.
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- Trit ly kinh doanh: To be the leader in western style quick service restaurants
through friendly service,good quality food and clean atmosphere Tr thnh ngi dn u trong lnh vc phc v thc n nhanh theo kiu phng Ty thng qua dch v thn thin, thc n cht lng cao v khng gian trong lnh thong ng.
- Hoat ng kinh doanh cua cng ty em lai cho cac gii hu quan: Khach hang: + Ci m, trung thc v trc tip trong mi giao dch vi khach hang. + em lai cho khach hang s hai long tuyt i i vi cht lng san phm va nhng dich vu thn thin. Nhn vin: + Khen thng, trn trng v ghi nhn cc ng gp ca mi c nhn ti KFC. + Khuyn khch nhng tng mi v sng to, v y l mu cht trong cnh tranh. C ng: + To c ngun ti chnh v li nhun vng chc cho ch u t cng nh nhn vin ca cng ty. Ban lanh ao: + Xy dng mt t chc vi s tn tm vt tri.
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+ Duy tr cam kt ci tin lin tc cho s i mi v pht trin, phn u lun l nh lnh o trong th trng thng xuyn thay i. + Cam kt bn thn cng ty cc tiu chun cao nht lun l mt th thng nhtv chuyn nghip. . + Cam kt s tng trng lu di trong doanh s, li nhun v quy m ca t chc. Xa hi: + Cac hoat ng chung tay vi cng ng. + Cung chung tay gop sc vao vic y lui nan oi th gii.
- Gia tri ct loi: Cht lng san phm tt, dich vu khach hang c bit - Mc tiu ct li: Mc ch ca chng ti l t mt n ci trn khun mt
ca ngi dn trn khp th gii v cung cp cho mi khch hng mt tri nghim c bit.
- Mc tiu di hn:
cc c ng
+ KFC l cng ty thng mi chu trch nhim vi tt c + Bng cch tr thnh cng ty c trch nhim x hi hn chng ti hy vng s thu ht c cc nh u t mi trong khi vn gi c cc c ng hin ti. + Ben & Jerries & Starbucks c c hng nhng li ch nht nh nh vic thc y nhiu trch nhim x hi hn. KFC hy vng c th t c iu ny bng cch xy dng nh dnh cho nhng ngi ngho cn thc n v ch .
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MC LC
..........................................................................................................................2 ........................................................................................................................................2 I. TNG QUAN V KFC..........................................................................................................3 1. Gii thiu v cng ty KFC.................................................................................................3 4. KFC tai Vit Nam...............................................................................................................8 II. VIN CNH, S MNH.....................................................................................................8 - Hoat ng kinh doanh cua cng ty em lai cho cac gii hu quan:...................................9 MC LC................................................................................................................................11
Muc tiu dai dan: Long-term company objective + KFC is a publicly traded company with responsibilities to all shareholders. + By becoming a more socially responsible corporation we hope to attract a new type of investor while retaining our current stockholders. + Ben & Jerries & Starbucks have benefited financially by promoting their socially responsible corporation + KFC hopes to achieve this by becoming synonymous with hospice. Chin lc quan ly: + Market Development: KFC will introduce their present and new products and services into new geographic/demographic areas. + Product Development: Bring back rotisserie chicken + Concentric Diversification: Add more to KFC product & service variety to the patients
KFC Hospice dinner Delivering outreach to terminally ill Hospice delivers meals to the terminally ill nationwide. These meals are delivered directly to the patient in their own home. Why? Political & Social Image Advances KFCs name recognition and reputation Secret Recipe Expands employee loyalty
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