2.6 Chin lc 7P ca KFC 2.6.

1 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 khcbit 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 m t l o i g i a v . C h n h i u n y t o n n h n g v c b i t c h o m n 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 mts 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 thcca 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 baogm: 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 EvianVi 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. K F C 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 30thng 10 nm 2006, sau 2 nm b mt th nghim mt loi du chin G tcht bo, hm nay KFC chnh thc tuyn b s thay i loi du mi ny vothng 4-2007 ngoi tr loi bnh m biscuits. 5500 tim KFC s thay i du c h i n l o i u n n h t h a y v d u r a u m c n g t y c h o r n g n h h n g 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 l n g a x i t l i n o l e n i c d i 3 % t r o n g k h i h m l n g n y d u n n h t h n g 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 vcc 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 to 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 g sch gip cho KFC nng cao uy tn ca mnh trn th trng, tng thm v th cnh tranh trong thng trng quc t. 2.6.2 Chin lc gi: T nm 1998 khi KFC bt u xut hin ti thtrng Vit Nam, KFC chu l trong sut 7 nm cho ti nm 2006 khi ngi dn Vit Nam bt u chung thc n nhanh vs tin li ca n, lc h thng ca hng KFC thc s bng n ti a bn thnh ph H Ch Minh T r o n g V i t N a m k h i m ngi dn cn qu xa l vi thc n nhanh cng mi v ca n, KFC s dng chin thut nh gi thm nhp th trng, s dng gi thp thu ht th phn ln trc khi cc i th ui kp. Khi c s khch hng trung thnh s tin hnh tng gi.V r rng chin lc ny c hiu qu khi nm 2006 KFC bt u c li v s lng khch hng v khch hng trung thnh tng vt. i c n g v i s c n h t r a n h h i n n a y t r n t h t r n g c a c c h n g 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. 2.6.3 Chin lc phn phi: C th ni ngy nay vi nhp sng th ho cao, con ngi ngy cngtr nn hi h, bn rn hn vi cuc sng th fastfood nh lmt gii phphu hiu tit kim thi gian. ng thi nh vo tm l chung phong c c h t y , c h u y n n g h i p c a t h a n h n i n . K F C m r n g m n g l i c a mnh n khp c nc, trong ch yu l cc thnh ph ln ni thun tin 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,t h e o t h i g i a n p h n y c x u h n g g i m x u n g t o c h o K F C c m rng v n 2010 c 100 ca hng KFC trn khp c nc. 2.6.4 Chin lc chiu th Nm c th hiu ca thanh nin Vit Nam ni ring cng nh ngiVit 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 g i a n h v b n b . H y K F C c h u y n n h n g l i c h c t t p , nhng mn qu ngha nht n ngi thng yu ca bn. Khi mua mt phn n ging sinh ngi thn ca bn s n h n c tm thip v c c hi nhn nhiu qu 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: M u a h n g v o n g a y t h i i m c h u n g c a h n g r e o , k h c h h n g s c tng: 01 ming g, 01 phiu i min ph 02 ly Pepsi ln khi mua 02 lyPepsi 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 www.pepsiworld.com.vn Trong ma dch cm, KFC tung ra chng trnh khuyn mi c h o k h c h hng no dm gc ni lo cm g, dng th VIP gi 15.000 s c gim10% s tin mi ln n trong mt nm k t ngy mua th. M c 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 40 000, 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%. 2.6.5 Packaging (ng gi) Trong n lc lm gim lng rc thi vo khong 1,400 tn hng nm, KFC ang ci thin vic ng gi bng cc tng theo loi giy c tnh cht ph hp v tt cho mi trng. Bt u t thng ny, KFC Vng Quc Anh v Ai-len s chuyn vic ng gi burger bng cc tng sang giy gi v cc phn n c nhn sang bao giy. Cch ng gi mi ny c lm t 100% nguyn vt liu c th lm mi t cc khu rng chu u, vt liu ny c th ti s dng 100% v c th phn hy. S thay i ny vi nhng n lc theo sau nhm lm gim vic s dng hoang ph giy cc tng trong nm 2008, khi cc doanh nghip ch bin thc phm ngng vic s dng cc tng ng gi cho thc khch gip tit kim khong 554 tn nguyn liu

ny. Jennelle Tilling_ ph gim c marketing ca KFC ti Vng Quc Anh v Ai-len, ni rng: Nhng thay i ny tht s l quan trng trong vic m bo thit k mi s vn lun thu ht c khch hng v lun trung thnh vi thng hiu sn phm. Phng php ng gi mi ny cho thy nhiu li ch v mi trng trong khi vn gi c kh nng c th nhn bit v cm nhn sn phm t khch hng ca KFC. 2.6.6 Positioning ( 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 nhmhc 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 qung b cho thng hiu ca mnh, KFC thng xu yn c c c hot ng t thin, ti tr nh : Nhn k nim 8 nm ngy thnh lp chui nh hng thc n n h a n h KFC ti VN, chui nh hng ny ng gp tin cho qu t thin ca Hi b o t r t r e m m c i , t n t t q u n G V p . n g G r a h a m A l l e n - C h t c h 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 thinca Hi bo tr tr em m ci - tn tt Q.G Vp (TP.HCM) nhm gp phnvo hot ng nui dy tr bt hnh.Bn cnh KFC cng thnh lp i tnh nguyn KFC Team tham giacc hot ng t thin , gip cc tr em m ci, tn tt ,.Ti tr cc gii thi u th thao trong nc . 2.6.6 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 p h n g tin in n nh bo ch, tp ch m cn c qung co trn c c 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 2.6.7 People (con ngi) Phong cch phc v chuyn nghip: i ng nhn vin ca KFC lun cho n khch hng vi n ci thn thin v sn sng phc v vi tc phong nhanh gn nht. iu ny mang n cm gic thoi mi v hi lng cho tt c mi ngi khi t chn n KFC.

Lnh o ca KFC Vit Nam khng nh s tip tc phc v khch hng trn c nc vi cht lng quc t ca KFC, gi c hp l v phong cch phc v thn thin, ht lng v khch hng. Nm 1997, KFC khai trng nh hng u tin ti Thnh ph H Ch Minh. n nay, h thng cc nh hng ca KFC pht trin ti 100 nh hng, c mt ti 18 tnh thnh ln trn c nc, s dng hn 3.000 lao ng ng thi cng to thm nhiu vic lm trong ngnh cng nghip b tr ti Vit Nam. Hng v c o, phong cch phc v thn thin, ht lng v khch hng v bu khng kh nng nhit, m cng ti cc nh hng l ba cha kha chnh m cnh ca thnh cng ca KFC ti Vit Nam cng nh trn th gii. KFC Vit Nam to nn mt nt vn ha m thc mi v ng gp to ln vo s pht trin ca ngnh cng nghip thc n nhanh ti Vit Nam. ng Tony Chew, Ch tch kim ng sng lp KFC Vit Nam nhn mnh: Nh hng KFC th 100 nh du mt ct mc quan trng v l tm cao mi ca KFC Vit Nam. y l minh chng v i ng nhn vin y nhit huyt v s ng h v cng to ln t khch hng ca chng ti. Chng ti s tip tc m rng chui nh hng KFC trn c nc v mang ti nhng sn phm KFC ni ting th gii, hng v c o, hp dn, m bo v sinh an ton thc phm, vi gi c hp l ti nhiu ngi tiu dng Vit Nam hn na. Trong qu trnh pht trin , chng ti s to thm nhiu vic lm, cng nh nhiu c hi thng tin ngh nghip v o to nhn lc.