Vn dng chui gi tr bn trong t chc nhm phn nh yu t c bn ca t chc.T chc c nhng nng lc ct li v nng lc vt tri no? Bi lm: 1.

.T chc m em quan tm: Tn Doanh nghip: Loi hnh t chc: Mc ch hot ng:

CHUI CA HNG KFC VIT NAM Doanh nghip t nhn

em li li ch cho ch s hu Chui ca hng KFC Vit Nam o to ra cc gi tr ct li ca nhn vin To ra nhng sn phm dch v v n nhanh (c bit l mn g rn) cho khch hng Mc tiu: Th trng: tng doanh s v lng bn ra. Th phn: KFC ang nm th phn g rn cao nht ti Vit Nam vi hn 60% so vi 30% ca Lotteria, 10% ca Jollibee v mt s thng hiu Vit Nam khc. Tng li nhun. II/. CC HOT NG CHNH 1.Phn tch mi trng: . Cc yu t bn trong doanh nghip: Cc thng tin t mi trng bn trong KFC Vit Nam : - KFC l thng hiu g rn u tin Vit Nam v cng l 1 thng hiu ln trn th gii, khng ai c th ph nhn danh ting ca KFC. y cng l 1 thun li, 1 th mnh trong kinh doanh ni chung cng nh trong ngnh cng nghip thc n nhanh ni ring. - H thng phn phi: KFC c mt chui ca hng rng khp cc qun thnh ph H Ch Minh v i ng nhn vin giao hng hng hu, giao hng n tn nh trong thi gian nhanh nht. Mt kiu phn phi hon ho v tin li cho ngi tiu dng. Ngoi ra KFC cn c nhng ca hng H Ni, v cc tnh thnh khc. y l 1 im mnh ca KFC.

- Cht lng sn phm: 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 trn 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 trn 11 loi gia v khc nhau chnh iu to ra s khc bit cho cc sn phm ca KFC Nh th mnh ny m cc sn phm ca KFC c nhiu ngi a chung v tin dng. - Dch v khch hng: vi hng lot cc chng trnh khuyn mi hp dn, c s vt cht v trang thit b trong ca hng lun v sinh sch s, i ng nhn vin n cn, lch s v chu o, quy cch hin i to nn 1 h thng dch v ng cp. Chnh v nhng iu ny m ngi tiu dng lun cm thy thoi mi v an tm hn khi n vi cc ca hng ca KFC. - Ngun lc ti chnh: Ton b KFC thuc s hu ca tp on Yum ang hot ng vi hn 33.000 nh hng trn hn 100 quc gia trn th gii. Bn cng ty KFC, Pizza Hut, Taco Bell v Long Jonh Siver l nhng thng hiu hng u ca tp on Yum! ton cu. Vi ngun lc ti chnh hng hu , c th trin khai cc hot ng kinh doanh c quy m ti chnh ln, cng nh d dng cnh tranh vi cc i th khc. y l mt im mnh ca KFC Vit Nam vi s hu thun ca Yum!. - V tr kinh doanh: Cc chui ca hng ca KFC lun c t ti nhng v tr thun li, trung tm, ngay gc cc giao l, trung tm mua sm, siu th, nhng ni c v th p v c nhiu ngi va gip ngi tiu dng tin li lui ti, va gip vic kinh doanh ngy cng pht trin, thu ht nhiu khch hng hn. - Gi c: c nhn nh l tng i cao, cha c nhiu phn n vi gi c mm hn ph hp vi phn khc ngi tiu dng c thu nhp thp ( Vit Nam lng ngi c thu nhp ny li kh ng ). Do y l im bt li vi KFC trong vic m rng phn khc khch hng. - Ngun nhn lc: KFC c rt nhiu nhn vin nhng do nhiu l do m ngun nhn lc khng n nh, thay i thng xuyn khin cho nhn vin khng c b dy kinh nghim dn n nhiu thiu st trong vic phc v khch hng v ch bin thc nng thi, cng tn nhiu chi ph tuyn dng v o to m thi gian s dng nhn vin li khng lu. Cc yu t bn ngoi:

i th cnh tranh:hin nay trong ngnh thc n nhanh Vit Nam c cc i gia nh KFC, Lotteria, JollibeeH u c nhng chin lc kinh doanh tt, h thng phn phi rng nn vic cnh tranh ln nhau chim lnh th phn l khng th trnh khi. Ngoi ra trong cc lnh vc khc thuc ngnh n ung th hin nay KFC ang cnh tranh vi Ph 24h Cng ty s phi gp vn v chia s th phn vi h nn y l 1 thch thc i vi cng ty. Thu sut l mt yu t quan trng, nh hng n hot ng kinh doanh, ch yu l doanh thu. Hin nay mc thu sut m Nh nc p dng cho ngnh n ung tng. Nn khi thu sut tng khin cho gi thnh sn phm tng, nh hng ti sc cu ca ngi tiu dng. y l yu t khch quan thuc tm kim sot ca chnh ph. V vy y cng l mt thch thc i vi doanh nghip trong vic vn chp hnh mc thu sut ln duy tr v pht trin doanh s. Ngun nguyn liu:KFC l thng hiu ni ting v g rn. V ngun nguyn liu ch yu l g. Nhng loi gia cm ny hin vn cn ang b nh hng bi dch bnh cm gia cm H5N1. Th nn s nh hng n ngun cung cp nguyn liu u vo cho doanh nghip. V vy y cng l mt thch thc i vi KFC trong vic n nh c ngun nguyn liu u vo vi s lng y p ng cho ngi tiu dng cng nh m bo c cht lng g sch khng nhim bnh. Nhu cu tiu dng:Trong thi bui kinh t th trng hin nay, cuc sng din ra qu nhanh chng khin cho con ngi khng c thi gian chun b nhng ba n t nu nh. V vy ngnh cng nghip thc n nhanh vi s tin li, nhanh chng, ngon ming, khng gian p khin cho nhiu ngi chn n loi thc n ny. V th nhu cu tiu dng ngy cng tng v y l mt c hi cho KFC trong vic lm tng doanh thu, pht trin thng hiu. Sc khe ang c ngi tiu dng quan tm hng u do hin nay s lng ngi mc bnh bo ph, tim mch, tiu ng ang tng nhanh chng. V thc n nhanh c coi nh l mt trong nhng nguyn nhn, n khin cho ngi tiu dng cm thy d dt v cn thn hn khi mun dng loi thc n ny. y l mt thch thc ln khng ring g KFC m c ngnh cng nghip thc n nhanh ang phi i mt. ng thi, vi nhiu v b bi v an ton thc phm nh hin nay cng khin ngi tiu dng mt lng tin vo thc phm cc hng qun. y l vn m KFC cn phi coi trng nhm xy dng uy tn thm vng mnh. Thu nhp ngi dn tng s l 1 c hi cho KFC thu ht khch hng nhm pht trin sn phm v nng cao doanh s.

2. Thit k ra cc sn phm v dch v: Sn phm ch yu ca KFC l Buckets, Burgers, 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 nh l cho ra cc sn phm mi nh bnh m mm, bp ci trn jumbo KFC 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 trn 11 loi gia v khc nhau chnh iu to ra s khc bit cho cc sn phm ca KFCNh th mnh ny m cc sn phm ca KFC c nhiu ngi a chung v tin dng. Dch v khch hng: vi hng lot cc chng trnh khuyn mi hp dn, c s vt cht v trang thit b trong ca hng lun v sinh sch s, i ng nhn vin n cn, lch s v chu o, quy cch hin i to nn 1 h thng dch v ng cp. Chnh v nhng iu ny m ngi tiu dng lun cm thy thoi mi v an tm hn khi n vi cc ca hng ca KFC. 3.Thu ht cc u vo: Ti chnh: Ton b KFC thuc s hu ca tp on Yum ang hot ng vi hn 33.000 nh hng trn hn 100 quc gia trn th gii. Bn cng ty KFC, Pizza Hut, Taco Bell v Long Jonh Siver l nhng thng hiu hng u ca tp on Yum! ton cu. Vi ngun lc ti chnh hng hu , c th trin khai cc hot ng kinh doanh c quy m ti chnh ln, cng nh d dng cnh tranh vi cc i th khc. y l mt im mnh ca KFC Vit Nam vi s hu thun ca Yum!. Nhn lc Vt lc Thng tin 4.Tin hnh sn xut To ra sn phm( mn n nhanh) phc v nhu cu ca khch k c s lng cng nh cht lng 5.Phn phi -KFC c mt chui ca hng rng khp cc qun thnh ph H Ch Minh, H Ni v i ng nhn vin giao hng hng hu, giao hng n tn nh trong thi gian nhanh nht. y l mt cch phn phi hon ho v tin li

cho ngi tiu dng. Ngoi ra KFC cn c nhng ca hng cc tnh thnh khc. y l 1 im mnh ca KFC. 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 l mt 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 i 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 6. Dch v hu mi 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 . III/. CC HOT NG H TR:
1. Xy dng kt cu h tng gm; K thut X hi (ngun nhn lc)
Tp on YUM! s hu thng hiu KFC v bn quyn kinh doanh sn phm cho nhng c nhn hay t chc mun lm i l ca sn phm v c p ng y nhng iu kin nu trn. Thng hiu KFC c qun l bi cc gim c khu vc (Area Manager) do tp on YUM! sp xp v di l hng lot cc nh qun tr cp di. M hnh t chc c th hin qua s trang bn Trong c cu t chc ny ta c th thy nh sau: Gim c khu vc chu trch nhim qun l, iu phi hot ng ca 8-10 nh hng KFC trong mt khu vc nht nh (v d, khu vc ng Nam , khu vc Bc u, ). Gim c nh hng (Restaurant General Managers) phi bo co trc tip n Gim c khu vc. Cc gim c ny c trch nhim hon thnh tt cc nhim v v duy tr cc chnh sch t cng ty m cng nh cc th tc v qu trnh t chc, dch v khch hng, marketing, qun l, hun luyn, v.v. Gim c nh hng c h tr bi cc Tr l gim c (Assitant Managers). H m bo tt c chnh sch ca Cng ty c thc hin tt. Bn cnh , Tr l qun l nh hng (Trainee Managers) cng gi vai tr quan trng trong cng vic qun l hng ngy ca Gim c v Tr l gim c.

 i dch v khch hng chu trch nhim m bo cht lng sn phm, nhng dch v khuyn mi c a n khch hng nhanh nht.Cui cng, nhng thnh vin ca i thc phm c nhim v m bo nhng mn n phi mang ng hng v g rn Kentucky ng thi qun l dch v vn chuyn n n tt c khch hng mt cch nhanh nht. 2. Dch v php l

Hp ng chuyn nhng Nhn hiu, logo An ton thc phm 3. K ton, thng k tnh hnh sn xut v kinh doanh KFC ti VN KFC bn c tht g nhiu hn bt c nh hng phc v thc n nhanh no trn th gii v chim lnh hn 50% th trng. KFC c bit n ti Vit Nam vi mt tn gi thn quen khc l G rn Kentucky chui nh hng thc n nhanh chuyn nghip, phcv cc mn n lm t g, b-g v mn ni ting nht l G rn Kentucky do ngi t thin ch Harland Sanders sng ch. Sau mt lot thnh cng ca h thng chui nh hng thc n nhanh vi thng hiu KFC (trn 10.000 nh hng c pht trin trn ton th gii). Ti Vit Nam, KFC Tham gia vo th trng ln u tin vo thng12/1997 ti trung tm thng mi Si Gn Super Bowl, gi y, h thng nh hngthc n nhanh ny c mt ti hu ht cc ng ph ca Vit Nam. Bn cnh vic y nhanh, m rng th trng, a ng khu v g rn KFC vo Vit Nam, Restaurant cng ch bin thm mt s mn hp hn vi khu v ca ngi Vit, nh: G rn gin khng xng, X lch g gin, Ci bp trn g, Bnh m mm... Bn cnh , trong pht trin th trng Restaurant cng hon ton p dng hnh thc Franchise (Nhng quyn thng mi), ang khin Restaurant thnh cng trn th gii. Ngoi ra, mi hot ng ca ca hng u nm di s iu hnh, qun l nghim ngt ca Cng ty m. y cng l mt trong nhng nguyn tc Franchise bt bin m Tp on Restaurant ang p dng. 4. Hot ng nghin cu v pht trin:
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 dng mi cm nhn c sn phm no ca nhn hiu KFC hay Lotteria, BBQ 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 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. 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 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. Cc hot ng pht trin: 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 . Mt trong cc hot ng thng nin hng n cng ng ca KFC l chng trnh WORLD HUNGER RELIEF. Chng trnh ny vi mc tiu lm m nhng tri tim lnh gi, nui dng ngha tinh thn & khin bn phi chy nhanh n cc nh hng KFC gn nht ni bn sinh sng cng chung tay ng gp cho chng trnh. Xut pht ln u tin ti thnh ph qu hng ca KFC, Bang Louisville, Hoa K, mi tra th bahng tun, nh hng s ng ca trong vng 2 gi ng h khng phc v khch hng. iu ny din ra xut pht t mt nguyn nhn rt ngha l v KFC tr thnh mt nh bp y li nn i Th gii (World Hunger Relief Kitchen) trong hai gi ng h. Tt c nhn vin KFC s phc v cc mn n t G rn Kentuckycho khong 110 dn c khng ni nng ta ti a phng. l k hoch u tin ng ca nhiu nh hng trn ton quc dnh cho chng trnh ngha y li nn i th gii. S kin ny cng chnh thc khi ng cho qu htr y li nn i th gii. Ti Vit Nam, chng trnh din ra vo dp l Ging sinh,mi khch hng u c th ng gp mt phn kh nng ca mnh cho qu y li nn i Th gii cng KFC 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

Cc hot ng ca t chc thng c hp nhm theo mi quan h tng ng lm xut hin cc chc nng hot ng ca t chc:
1. Marketing: c vai tr quyt nh v iu phi s kt ni cc hot ng kinh

doanh ca ca hng KFC vi th trng ( m bo cho hot ng kinh doanh ca ca hng theo hng th trng , bit ly th trng nhu cu v c mun ca khch hng lm ch da vng chc nht cho mi quyt nh kinh doanh ca ca hng KFC. Nh vy chc nng marketing ca ca hng KFC lun ,lun ch cho ca hng bit r ni dung hot ng c bn nh : h cn loi mn n no? Loi mn n c c tnh g? Lm th no khch hng bit , mua yu thch mn n ca ca hng ?...
2. Chc nng ti chnh: cung cp chi ph cho qung co, nghin cu th trng,

chi ph cho hot ng : thu ngun nhn lc, mua nguyn liu,
3. Chc nng lin quan ti ngun nhn lc( qun l ngun nhn lc): Cung

cp k nng, tay ngh, duy tr hot ng ca ca hng

4. Sn xut: To ra sn phm( mn n nhanh) phc v nhu cu ca khch k c

s lng cng nh cht lng

5. Nghin cu v pht trin: Nghin cu tm hiu thng tin th trng p

ng nhu cu ca khch hng , to ra ngy cng a dng, phong ph cc mn n: nhanh , tin li, pht trin quy m ca hng ngy cng rng ln y l 5 chc hot ng c bn . ngoi ra cn c chc nng: m bo cht lng, thng tin v truyn thng Cc chc nng hot ng ca t chc thng c tin hnh bi nhiu ngi, nhiu phn h v c th c thc hin bi t chc khc. V thng nht hot ng ca h nhm thc hin mc tiu chung ca t chc cn phi c qun l. Trong qu trnh hon thnh ti nghin cu m hnh chui gi tr bn trong t chc ca ca hng KFC nh trn vn cn tn ti mt s nhc im nh thiu st do thi gian v iu kin khng p ng. Chnh v th, nhm hi vng nhn c s gp t c gio b mn v tt c cc thnh vin lp b sung bi lm ca nhm c hon thin hn