25019912 Chien Luoc Kinh Doanh Kfc Kdqt 1 k32 Dh Kinh Te Tp Hcm 2205[1]

7/31/2019 25019912 Chien Luoc Kinh Doanh Kfc Kdqt 1 k32 Dh Kinh Te Tp Hcm 2205[1]

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Nc Ngoi u T vo Vit Nam

Chng I. Gii thiu s lc v KFC:

KFC Corporation, c tr s ti Louisville, Kentucky, l chui nh hng chuyn v gni ting nht th gii, c bit v Original Recipe, Extra Crispy, Kentucky Grilled

Chicken and Original Recipe

Mi ngy,. hn 12 triu khch hng c phc v ti nh hng KFC ti 109 quc gia v

vng lnh th trn th gii. KFC a hn 5.200 nh hng Hoa K v hn 15.000 n

v trn ton th gii vo hot ng. KFC l ni ting th gii v cng thc rn g

Original Recipe - c to bi cng mt cng thc pha trn b mt ca 11 loi tho

mc v gia v khc nhau do i t Harland Sanders hon thin hn na th k trc.

Khch hng trn ton cu cng c th thng thc hn 300 sn phm khc nhau - t

mn Kentucky Grilled Chicken ti Hoa K ti bnh sandwich c hi ti Nht Bn. KFC

l mt phn ca Yum! Brands, Inc., cng ty ln nht trong lnh vc kinh doanh nh

hng vi hn 36,000 chi nhnh trn th gii. Cng ty ny c xp hng # 239 trong

danh sch Fortune 500, vi doanh thu hn 11 t USD trong nm 2008.

1.1 lch s hnh thnh

T nhng nm 1950 KFC nh du bc tin vt bc ca mnh t mt nh hang

trn ng xa l thnh chui nh hang chuyn v g ln nht th gii. Th nhng iu

ny s khng xy ra nu nh khng c s kin tr bn b ca mt ngi n ng

Colonel Harland D. Sanders.

Colonel Sanders cho i nm 9/9/1890 ngoi thnh Henryville, Indiana. Cha ng qua

i khi ng va su tui th nn m ng phi bn chi nui sng c gia nh.

1930

Khi bc vo tui 40, vi v tr l nh qun l ca mt ca hang dch v ti

Corbin, Kentucky, Colonel hng tnh yu ca mnh vo cng vic nu nng

v bt tay vo ch bin, cung cp thc n cho thc khch, ch yu l nhng

ngi i qung ng di trn xa l. Harland Sanders m nh hng u tin ca

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cho Pete Harman, Salt Lake City vi tha thun mc doanh thu m Sanders nhn

c l mt ng niken cho mi phn g c bn ra.

1955

Mt ng cao tc ni cc bang c xy dng vng qua Corbin, Kentucky.

Sanders bn tt c c trm dch v ca mnh v cng ngy ng nhn c tin

phc li x hi $105. Sau khi tr ht tt c c khon n th ng chnh thc ph

sn v quyt nh bn cng thc b mt ca mnh hoc cc nh hng khc.

1957

Kentucky Fried Chicken chnh thc c ra mt.

1960

n nm 1960 c 190 nh nhng quyn v 400 chi nhnh nhng quyn ca KFC ti

M v Canada.

1964

Kentucky Fried Chicken c hn 600 ca hng nhng quyn thng mi ti

Hoa K, Canada v cc ca hng u tin chu lc khc, ti Anh. Sanders bn

li nhun ca mnh nhm cc nh u t ca M m lnh o l John Y. BrownJr. tng lai l thng c ca bang Kentucky vi gi $ 2.000.000. tuy nhin ng

vn cn l pht ngn vin cho cng ty.

1965

Colonel Sanders nhn gii thng Horatio Alger Award ca American Schools

and Colleges Association.

1969Kentucky Fried Chicken c nim yt ti sn giao dch chng khon New York.

1971

Hn 3.500 cng ty nhng quyn v nh hng thuc s hu ca cng ty ang

hot ng trn ton th gii khi Heublein Inc mua li Cng ty KFC

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1979

Hin c khong 6.000 nh hng KFC trn ton th gii vi doanh s bn ca hn

2 t USD.

12/16/1980

Colonel Harland Sanders, ngi tr thnh biu tng cht lng trong ngnh

cng nghip thc phm ca M, qua i sau mt thi gian chng chi vi bnh

bch cu. C c treo ti cc ca hng, tr s ca KFC ti cc bang c h

trong 4 ngy.

1982

Kentucky Fried Chicken s tr thnh mt cng ty con ca RJ ReynoldsIndustries, Inc (nay l RJR Nabisco, Inc) khi Heublein, Inc c mua li bi

Reynolds

1986

PepsiCo, Inc mua li KFC t RJR Nabisco, Inc

1997

PepsiCo, Inc cng b b ba nh hng thc n nhanh - KFC, Taco Bell v PizzaHut - thnh Tricon Global Restaurants, Inc, , h thng nh hng ln nht th gii

vi hn 30,000 KFC, Taco Bell v Pizza Hut ti hn 100 vng quc gia v lnh

th

2002

Tricon Global Nh hng, Inc, cng ty nh hng ln nht th gii, thay i tn

cng ty thnh YUM! Thng Hiu, Inc Ngoi KFC, cng ty s hu Nh hng A

& W All-American Food , Long John Silvers , Pizza Hut v Taco Bell

2007

KFC t ho gii thiu mt cng thc mi vn lu gi gia v finger-lickin ,

cng thc c c Sanders nhng cha thm Zero Grams of Trans Fat per c trong

loi du n mi

1.2 gii thiu sn phm KFC

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KFC l nh hng thc n nhanh chuyn v g. Cc sn phm tuy c cng nguyn liu

nhng li c a dng ha tt to nn nhiu nhm, loi v mn n khc nhau. KFC

chia thc n ra thnh 10 mc vi cc mn g, cm v rau trn... a dng phong ph.

Cc mn g: y chnh l th lm cho Colonel v KFC ni ting. T nhng

phn truyn thng cho n nhng ci bin th u c loi cho mi ngi

Plated meals: Mn n phc v theo kiu gia nh

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Flavors & snacks: Phn g rn c ph st chua cay tao nn sc khc bit vi cc

mn truyn thng.

Bowls: thc n ng trong t:

Sandwiches: Nu bn khng c thi gian thng thc ti qun v mun

dung trn ng i, hy th mt phn sandwish ngon tuyt.

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Vi nhng mn chnh yu nh trn, khu phn v hng v ca mn n s c thay

i theo tng quc gia vi tng phong tc tp qun cng nh vn ha khc nhau.

1.3 trit l 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 Ty phng

thng qua dch v than thin, thc n cht lng cao v khng gian trong lnh thong

ng.

Mc tiu:

Xy dng mt t chc vi s tn tm vt tri.

Lun mang li cht lng cao v gi tr trong cc sn phm v dch v

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.

To c ngun ti chnh v li nhun vng chc cho ch u t cng nh nhn

vin ca cng ty.

Gi tr:

Tp trung mi ngun lc cho vic hot ng nh hng v y l ni m chng ti

phc v khch hng.

Khen thng, trn trng v ghi nhn cc ng gp ca mi c nhn ti KFC

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M rng v cp nht chng trnh o to lien tc v tr thnh iu tt nht

chng ti c th v hn th na

Ci m, trung thc v trc tip trong mi giao dch

Cam kt bn than cng ty cc tiu chun cao nht lun l mt th thng nht

v chuyn nghip

Khuyn khch nhng tng mi v sng to, v y l mu cht trong cnh

tranh.

Cam kt s tng trng lu di trong doanh s, li nhun v quy m ca t chc

Lun hot ng nh mt th thng nht

1.4 c cu t chc cng ty

KFC l cng ty kinh doanh lnh vc nh hng thc n nhanh hot ng theo hnh thc

nhng quyn thng mi. Kfc hin nay l mt phn ca Tricon Global Restaurants Inc.

Ngy nay KFC c hn 10,000 n v hot ng trn hn 79 quc gia, doanh thu ca h

thng KFC ti M l khong 4 triu USD.

USA International World Wide

Company 1,633 1,129 2,762

Franchised 3,441 3,619 7,060

Licensed 58 61 119

Joint venture - 482 482Total 5,132 5,291 10,423

KFC c khong 273,800 nhn vin trn ton th gii.

USA 120,400

International 153,400

World Wide 273,800

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Chng 2. Phn tch chin lc kinh doanh ca KFC trn ton

th gii:

2.1 Phn tch s lc mt s cc yu t mi trng th gii chnh:

2.1.1 Tnh hnh kinh t, ti chnh

Bc tranh kinh t th gii cui nm 2008 cho n u nm 2009 mang mt mu sc v

cng m m . Bt u t s suy sp ca lnh vc ti chnh M, cuc khng hong

lan rng ti ton b nn kinh t. Sc mua gim, n t hng gim, sn xut cng

nghip nh n, hng lot cng ty ph sn hoc np n xin bo lnh ph sn, trong c c GM (hng sn xut t hng u th gii); Casino Los Angeles), t l tht

nghip gia tng nhanh cha tng c.

Khng ch M, m hng lot cc nn kinh t mnh khc nh Anh, Nht, Singapore,

c.. cng u tng trng m, kim ngch xut khu gim mnh (vo qu 4/2008, kinh

t M st 6,3%.Sc mua hng ha gim 4,3% vo qu cui cng ca nm 2008 v l

mc tt nht k t nm 1980, Kim ngch xut khu ca Nht gim gn 50% trong thng1/2009, GDP ca Anh tng trng m 1,5% trong qu 4/2008 so vi qu 3/2008 v m

1,8% so vi cng k nm trc. Trong qu 3/2008, kinh t nc ny tng trng m

0,6%...) Tnh hnh t hi ti mc ngi ta gi cuc khng hong ln ny l "i suy

thoi phin bn 2.0.

Tuy nhin, trc nhng n lc kch thch kinh t ca chnh ph cc nc, cui nm

2009 nn kinh t th gii c nhng du hiu phc hi. Ti M, cng nghip v nh

t dng nh ngng tut dc, GDP nc ny tng 3,5% trong qu 3, t l tiu dng

tng ti 3,4%

Xut khu ca Hn Quc ang vn ln. Ngnh cng ngh xe hi Brasil v chu u

ly li phong . Khng kh lc quan cng thi n Anh quc. Cn ti c - nn

kinh t th ba th gii gi tr xut khu trong thng 6/2009 t 68,5 t euro, tng 7% so

vi thng 5, v l mc tng cao nht k t thng 9/2006. ti nn kinh t b thit hi nng

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n nht trong cn bo khng hong nht bn cng c nhng du hiu phc hi kinh t

khc thng. GDP trong qu 2 tng 2,3% so vi cng k nm trc.

Tuy c nhng du hiu lc quan nh vy, s phc hi kinh t ton cu vn cha phi l

mt iu chc chn nhiu nc c thu nhp thp vn cn ang phi hng chu tc ng

do nhu cu nhp cng gim v lng tin kiu hi t cc cng dn ca h nc ngoi

gi v cng gim i, t l tht nghip cao s vn l mt mi e da ng k i vi

nhiu nc.

2.1.2 Chnh tr v lut php.

Mt quc gia d quy m v trnh pht trin ra sao v thuc ch chnh tr - x hi

th no i chng na mun y nhanh tc c pht trin ca lc lng sn xut v tng

trng kinh t u khng th ng ngoi xu th ton cu ha kinh t v hi nhp kinh t

quc t . Tht vy ton cu ha kinh t v hi nhp kinh t quc t ang l c trng v

xu hng pht trin ph bin ca nn kinh t th gii, c bit trong thi i pht trin

nh v bo ca cng ngh thng tin v tnh trng khan him ngun nguyn liu hin

nay.Qu trnh ton cu ha thc y s hp tc mnh m, mang li s lin h lin kt gia

cc quc gia do vai tr ca chnh ph cc nc v cng quan trng. Chnh ph phi

gim dn s can thip v tng cng p dng cc bin php theo chun mc quc t v

khu vc nhm to iu kin thun li cho hot ng kinh t quc t pht trin. C th

Nh nc tin hnh ct gim cc cng c bin php gy hn ch cho hot ng TMQT

nh thu quan, hn ngch, cc th tc hnh chnh nhm to iu kin thun li m

rng pht trin quan h trao i mua bn hng ho vi nc khc, tng bc a vo

thc hin cc chnh sch v bin php qun l nh quy nh v tiu chun k thut,

chnh sch chng bn ph gi, chnh sch m bo cnh tranh v chng c quyn,

chnh sch m bo quyn s hu tr tu, thng hiu hng ho theo cc cam kt trong

cc hip nh hp tc k kt v theo chun mc chung ca th gii. Ngoi ra, CP

phi c bin php h tr kp thi v thch hp nhm to iu kin cho cc doanh nghip

tn dng oc nhng c hi cng nh vt qua c nhng thch thc trong qu trnhm ca thc hin t do ho thng mi.

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du m, b sa, ph mai, xt mayonnaise...Mc tiu th ca h vi cc loi thc n

nh th rt nhiu.Trong phong cch n ung cng c nhng nt ring cc nc

khc nhau. Ngi Php c cch n ung rt cu k v chi tit, nh khi trong lc n h

rt k nhai c ting ku, v h rt t khng b bnh m chm trc tip vo st bngtay, m ch dng bng na mi ng cch n. Bnh m c b ra tng ming nh trc

khi a ln ming (n ti u b ti ) khng cn, bt ra bng ming (h cng khng

b sn ba, bn ming nh ) cng khng ct nh bng dao. Nu ngi Php rt coi

trng vic n ung v khng c khi nim n nhanh th ngi Anh li c ngi ta bit

n vi nhng mn n n gin. Nhng mn n ca ngi Anh thng khng cu k v

t gia v. Nhng mn n vi cch ch bin n gin bao gm nhiu tht nhiu rau km

vi ru vang l mt trong nhng thi quen n ung c trng ca h. Cn ngi chu

thch nhng mn n thanh m, c cha nhiu rau, rt ngi vi nhng thc phm

chin giu cht bo mt phn v khng hp khu v, mt phn v chng khng tt cho

sc khe, c th gy ra nhng bnh tha cn, bo ph hay tiu ng v bnh v tim

mch. mt s ni, s thch v khu v n ung ca ngi dn cng khc nhau. Hin

nay, thi quen n ung ca ngi Nht b u ha i nhiu v tr nn kh a dng.

Thay i r nt nht l s xut hin ca bnh m thay cho cm trong cc ba n, nht

l trong ba n sng. Cn ngi Hn Quc thch n nhiu nhng mn n c nhiu gia

v mang tnh nng,chua ,cay nh :chanh ,t,ti ,kim chi v v.. Vi ngi n th li khc,

gia v c xem l yu t cc k quan trng to ra mt mn n ngon, loi gia v to

hng thm c trng ca ngi n v khng th thiu trong nhiu mn n l l cri.

Ngoi ra, cn phi k n cc loi gia v dng bt lm t tri cy nh da, me, xoi

to ra cc v chua, cay, bo..

T nhng phn tch trn c th thy phong cch n ung cc quc gia rt a dng v

iu to nn mt bc tranh m thc c sc.

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la M. Thnh cng McDonald's l s tng hp sc mnh ca hai yu t kh l khc bit

vn ha v thng mi. Tht vy, McDonald's phc v khch hng vi cht lng

thc n tt nht. Cc nguyn liu th ch bin n u c t mua t cc nh

cung cp trong mt thi gian di. n c chun b theo tiu chun cao v nht qun.Cc thc n ca McDonald's lun lun c xem xt v ci thin chc chn tho

mn c s mong i ca khch hng khp ni trn th gii.

Ngoi ra, Loteria cng l mt trong nhng i th ng gm ca KFC ti nhng th

trng m n hin din. Lotteria c mt tiNht Bn, Hn Quc, i Loan, Trung

Quc v Vit Nam. Th mnh ca ca Loteria chnh l hamburger theo cng thc ch

bin c bit ca Hn Quc. Lotteria c nhiu lai hamburger vi hng v phong ph,

hp dn. Vi phng chm hot ng ca mnh trn ton cu l Cht lng- Quality

(high- quality products), Sch s- cleanliness (clean and pleasant restaurants), Dch v

phc v khch hng tt- Service (customer- oriented care), Nhanh chng- Time (quick

and courteous service), Lotteria c hn cho mnh mt vin nghin cu sn phm phc

v cho tng khu vc th trng khc nhau vi nh hng sn phm a ra phi thc s

hp vi khu v, thch ca thc khch ca mi a phng. Loteria lun xy dng ca

hng trn c s thun tin, an ton cho khch hng vi gi c phi chng ng thimang li cm gic thoi mi nht cho thc khch.

Bn cnh 2 i th trn, KFC cng ang phi i din vi nhng thng hiu ni ting

khc nh Jolibee, Chicken Town cng ang c gng chinh phc th trng thc n

nhanh.

2.1.6. Sn phm thay th:

Cc thc n nhanh nh g chin, hamburger bo ngy rt d gy ngn i vi nhiu

ngi. nhiu ngi d khng c thi gian nhng vn c th chn cho mnh nhiu mn

n khc nh m gi, bnh ngt Bnh ngt vi hng v rt c o v c trng ca

kem, b, sa, chocolate cng vi cc loi nhn a dng ang l mn n khoi khu ca

nhiu ngi.

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http://vi.wikipedia.org/wiki/Nh%E1%BA%ADt_B%E1%BA%A3nhttp://vi.wikipedia.org/wiki/H%C3%A0n_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/%C4%90%C3%A0i_Loanhttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Vi%E1%BB%87t_Namhttp://vi.wikipedia.org/wiki/Nh%E1%BA%ADt_B%E1%BA%A3nhttp://vi.wikipedia.org/wiki/H%C3%A0n_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/%C4%90%C3%A0i_Loanhttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Trung_Qu%E1%BB%91chttp://vi.wikipedia.org/wiki/Vi%E1%BB%87t_Nam


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Ngoi ra, hin nay, vi nhiu ngi sc khe ng vai tr quan trng hng u, h

ang c xu hng chn cho mnh nhng ba n ngon, y cht dinh dng bao gm

y rau, tht, c, hi sn cung cp y dng cht cho c th. Nhng mn ny h

c th t ch bin ti nh hay v cc nh hng, ni m h c th va n va tr chuynvi bn b hay gia nh.

2.2 phn tch chin lc kinh doanh ca KFC trn ton cu

2.2.1.Yu t chi ph

Nhng cng ty a quc gia cng ngy nhn r c tm quan trng ca yu t chi ph

nht l khi xm nhp vo th trng quc t. gia tng khong cch bit gia chi ph v

gi l mt trong nhng iu m cc cng ty u phi quan tm. iu ny th hin r

nht trong cc ngnh sn xut cc sn phm bnh thng vi nhng th m rt kh c

th to ra s khc bit no ni tri v b cnh tranh khc lit v gi c. Ty tng c

im th trng m mc cnh tranh v gi c, ty tng c um sn phm m

sc p gim chi ph l cao hay thp. V yu t ny cng l mt trong nhng yu t ng

quan tm, gy sc p ln KFC khi thm nhp th trng ca hn 80 quc gia.Gia nhp th trng th gii, KFC mong mun m rng tng thm li nhun v pht

trin qui m cng ty gia tng thm gi tr thng hiu. Cng lc ny khi xm nhp

vo th trng th gii KFC cng phi i mt vi vn gia tng chi ph, sc p gim

chi ph t mi pha v nht l khi m cc i th cnh tranh chnh trong ngnh thc n

nhanh nh ng trm Mac Donald lun t mnh v tr u th hn v chi ph v gi c.

Mt thc t c th tm kim c thng tin v gi c ca KFC v McDonald nu nh

KFC c gi khu phn g dao ng t $1.8 - $11 th McDonald c xu hng r hn

trung bnh khang $4 - $8; so vi cc hng thc n nhanh khc th KFC c cho l c

gi mc hn.

Dov y, KFC phi tm kim cho mnh nhng cch thc ti u gim chi ph, ti u

ha sn xut. H tn dng nhng ni lin tc c nng lc sn xut d tha v nhng ni

tim nng khch hng rng ln nh Trung Quc, n , Vit Nam . Ngoi ra, h ti

u ho sn xut bng cch s dng ngun nguyn liu sn c t quc gia m h thm

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nhp vo bn cnh vn s dng duy tr cng thc b quyt ring ca h c lu ti M.

bng vic ng dng cc cng ngh k thut mi trong vic ch bin, bo qun thc

phm KFC nng cao hn hiu qu hot ng ca mnh. Thm vo , vi vic nhn

nhn th trng, la chn chin lc kinh doanh tt, KFC ti u chi ph to nn sng b trong hnh nh thng hiu ca mnh. Vo thng 12/2002 nm kh khn ca

ngnh thc phm thc n nhanh. Nu nh ng trm McDonald phi chu l 212 triu

bng Anh, ng ca hng trm ca hng bn l v ghi nhn tnh trm gim doanh thu

20% trong sut 6 thng 2002 ti Anh th KFC li ngc li. Bng vic ci thin hnh

nh, thc hin chin dch Soul Food, cch tn hnh nh thng hiu ca mnh bng

hng lot cc chui ca hng c quy hoch li, mang cng tng iu. C th ni l h

tn dng mt trong nhng c im thun li ca hnh thc franchise m ti u

ct gim chi ph, to ra s ng nht gia tng thm gi tr hnh nh ca mnh.

2.2.2.Yu t a phng :

Sc p a phng pht sinh t nhng khc bit v th hiu v s thch ca khch hng,

nhng khc bit v cu trc h tng v cc thi quen truyn thng, nhng s khc bit

v knh phn phi v cc nhu cu ca chnh ph s ti

sc p a phng ny tc ng rt ln n KFC, v KFC hot ng trong ngnh hng

thc phm mt ngnh hng phong ph, a dng mi quc gia mi a phng khc

nhau vi c im ngi tiu dung cc k a dng, kh lng trc.

S khc bit v th hiu v s thch khch hng c th bt u t nguyn nhn vn ha

v lch s gia cc nc khc nhau. C th thy KFC rt thnh cng khi thm nhp

vo th trng Trung Quc kh tnh tuy lc u h c gp kh khn. Cho n nay

hu nh gii tr t nc rng ln ny a phn yu thch KFC, tuy nhin vn c mt s

thnh phn dn c h khng thch KFC cho l KFC qu bo, khng tt cho sc khe,

hay v yu dn tc, t ho v cc mn n Trung Hoa m h khng thch KFC why

not think too much about Chinese traditional Food? You know Chinese pancake is the

forefather of westen fast food such as KFC & Mc. But we need learn about the

management of KFC & MC.; Personally I dont like KFC and McDonald cause I dontlike eating fried foods. Is it good to eat fried foods as meals often? No, I dont think so. If

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you are girl who is over 20 years old, NEVER eat fried foods or other processing

foods(snacks) often cause they certainly will cause you many skin problems and

endocrine problems. So for your beauty, girls must give up fried foods or other

processing snacks. (Ngun:http://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s

_in_China.htm)

Trong cc trng hp nh vy th sn phm cng nh cc thng ip marketing phi

linh hot, c khc bit ha, thay i hp dn s thch v th hiu ng thi cng

phi gio dc t tng ca khch hng ti a phng. V d : Vit Nam th KFC s

dng biu ng n tht no, khi lo v gi, v ngon trn tng ngn tay thu ht

khch hng c thu nhp thp cng nh mong mun em n cho gii tr Vit Nam mn

thc n nhanh kiu M gi Vit Nam. Ti Chu th mt s nc n rt cay v thm

ch khng chp nhn c loi tng t cng nghip ngt ca KFC nn KFC nhanh

chng to ra mn g rn c gia v cay tht s nh mn g rn cay mang hng v T

xuyn Trung Quc. Hay nh ti chnh Trung Quc, KFC khng nh mnh khc so vi

cc thc n nhanh khc, c li hn cho sc khe Marketing campaigns may have

convinced people that KFC is more healthy in China than America - Their message isthat KFC in China is the new fast food - healthier than other fast food options abroad

and in China.. Bn cnh th KFC phc v khch hng bng nhng mn thc n

nhanh kiu M rt Trung Hoa Bc Kinh hng v g thm bo, G cay T xuyn cng

nh cung cp cc loi sp, cho g m cht Trung Hoa trong nhng bng thc n

c bit ca h hay h cn a ra nhng chng trnh khuyn mi ln nhm li ko

khch hng. KFC has more China-specific choices than McDonalds - by far. They

have a much more China specific menu. (Ngun:

http://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s

_in_China.htm)

KFC xc nh c chin lc ni a ha ca mnh hay t khi m ca hng u tin

trn th gii, bng chng l KFC s dng gn nh 100% g ca a phng ni c s

hin hu ca ca hng KFC. KFC cung cp s dng nhng th nh rau, bnh m, ... hay

nhng th c th dng km theo mn g rn ca KFC ca nc s ti tng thm dinhdng cng nh khng nh s quan tm ti ngi tiu dng a phng ca KFC.

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http://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htmhttp://resources.alibaba.com/topic/507713/Why_KFC_can_do_better_than_McDonald_s_in_China.htm


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2.2.3.Chin lc kinh doanh trn ton cu :

Nh phn tch trn, c th thy do nhng iu kin cnh tranh gay gt to sc p

gim chi ph v sc p t nhu cu a phng cao. KFC buc phi la chn cho mnh

mt chin lc kinh doanh ton cu nht qun v hiu qu cnh tranh trong mi

trng quc t. Qua nghin cu v nhng kinh nghim thm nhp quc t, th hin nay

chin lc m KFC ang s dng theo nhm phn tch nhn thy l chin lc xuyn

quc gia.

KFC ang theo ui chin lc xuyn quc gia ang c gng t c ng thi c li

th chi ph thp v khc bit sn phm. Trong nn kinh t cnh tranh khng bin giinh ngy nay th vic p ng a phng s rt kh lm gim chi ph, v ngc li;

tuy nhin vic i hi cnh tranh vi nhng i th khc trong ngnh thc n nhanh nh

Mc Donald hay Pizza Hut, ... thc p KFC tm cch tit km chi ph to ra sn phm

cht lng ti u lm hi long cc khch hng. Chin lc ca h tp trung chuyn giao

cc hng v c bn trn cc tiu chun chung, li th chung xy dng c ca g rn

KFC v bin i, cung cp nhng sn phm a dng, a phng gia cc ca hng

KFC trn ton cu.

KFC trn ton th gii nhn nh h cnh tranh bng s khc bit ha vi gi tr Soul

Food, ng li thi k nhng thc n nhanh c hi, nhm chn m ra giai on thc

n nhanh c li cho sc khe, cc ba n c gi tr, c linh hn.

Phng thc ch yu m KFC thm nhp trn ton th gii l franchise nhng

quyn. V cho n ngy nay KFC l mt trong nhng cng ty ln ni ting trn th gii

v vic nhng quyn thng mi vi hng lat tiu chun kht khe nhm xy dng

nhng chui nh hng ng nht v cht lng. Tuy nhin, ty theo tng ni, vng m

KFC thm nhp th cch thc h c th thay i. KFC Thm nhp th trng ton cu

la chn hnh thc nhng quyn thng hiu Franchise vi nhng chui ca hng

rng khp ton cu ng nht nhng vi cc mn n nhanh kiu M xen trong hng v,

danh sch thc n c bit mang m hng v l ca qu hng a phng ni m

KFC c mt.

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Xin im qua nhng thnh cng ng k ca KFC trn ton cu t khi xm nhp trn th

trng th gii bng chin lc xuyn quc gia, nh mt minh chng cho s mt

thng hiu ton cu : G rn Kentucky.

Mi ngy, KFC n tip gn 8 triu khch hng trn ton th gii.

Hng nm, hn mt t finger lickin tht g ngon c phc v cho cc ba n

chnh.

Tht g c ch bin t cng mt cng thc m Colonel Harland Sander sng

to ra hn na th k trc.

Ngi tiu dng trn ton cu s dng hn 300 sn phm khc c

ch bin t Chunky Chicken Pot Pie M ti bnh sanwich c hi Nht Bn.

Hn 50 nm trc, Colonel Sander pht minh ra s thay th thc n nh

bn thc n y cho cc gia nh bn rn.

Trong nhiu nm, Colonel Sander ct gi cng thc pha ch trong u

ca mnh v ngy nay cng thc ny c ct gi an ton Louisville. Ti

Kentucky. ch c mt s t ngi bit cng thc ng gi hng triu olla (v hh k nhng giao ko m bo s b mt ca cng thc ny) .

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Chng 3. Phn tch chin lc kinh doanh ca KFC ti Vit

Nam:

3.1 Phn tch mi trng

3.1.1 Mi trng bn ngoi

3.1.1.1 Mi trng v m

3.1.1.1. 1 Mi trng chnh tr

Bng s phi hp nhp nhng, ng, Nh nc, Mt trn T quc, cc on th

qun chng v cc t chc x hi rng ln ca nhn dn cng nhau mang li cho tnh

hnh chnh tr Vit Nam mt s n nh,bn vng. Vit Nam ang c cc nh u t

quc t nh gi rt cao kha cnh ny so vi cc nc khc trong khu vc.

Ngy 17/11, Grant Thomton Vit Nam cng b kt qu cuc kho st thng

11/2009 ly kin t hn 200 i din cc nh u t v chuyn gia t vn u t ti

Vit Nam. Kt qu l 59% s ngi c hi c ci nhn tch cc v tnh hnh kinh t

Vit Nam trong 12 thng ti. Thm vo , 67% ngi tr li t ra tin tng rng

Vit Nam hin ang l im u t hp dn hn cc im u t khc.

C th trch dn li ca ng Katsuto Momii - Ch tch kim Tng Gim c, cng

ty Nihon Unisys v Nihon Unisys Solution Nht Bn : Ti nhn thy mi trng ti

Vit Nam rt n nh, an bnh, ng cng sn Vit Nam m nhn vai tr lnh o

t nc rt tt v bu khng kh chnh tr n nh l mt trong nhng ng lc

chng ti khng phi lo lng khi kinh doanh.Vi mt nn chnh tr n nh c cc nh u t nh gi rt cao trn th gii

thc s l mt yu t thu ht cc nh u t thm nhp v pht trin th trng ti Vit

Nam tt c cc ngnh hng.

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3.1.1.1.2 Mi trng php lut

Php lut v hin php nc ta cho php, tn trng v khuyn khch mi hot ng kinh

doanh theo khun kh ca php lut.

Php lnh v v sinh an ton thc phm.

Php lnh c cng b ngy 19/8/2003 thng nht vn v sinh an ton thc phm,

khc phc tnh trng thc phm khng m bo v sinh gy nh hng n sc khe,

tnh mng ngi dn.

D tho Lut an ton thc phm .Ti K hp th 6, Quc hi kha XII, thng 10-2009 va qua, Chnh ph trnh ln

Quc Hibn d tho Lut v An ton thc phm.

An ton thc phm l vn lin quan n nhiu iu c quc t, tho thun quc t

m Vit Nam k kt, gia nhp. T nhiu nm nay, ng v Nh nc ta c bit

quan tm n an ton thc phm v coi y l mt vn c ngha ln v kinh t x

hi, sc kho cng ng, v bo v mi trng v cng l vn c nh hng ln ntin trnh hi nhp ca Vit Nam.

Lut an ton thc phm quy nh v iu kin bo m an ton i vi sn phm thc

phm, hot ng sn xut, kinh doanh thc phm; qung co, ghi nhn v thc phm;

thc phm nhp khu, xut khu; kim sot nguy c nhim thc phm, ng ph, ngn

chn v khc phc s c v an ton thc phm; thm quyn, h s, trnh t th tc cp

giy chng nhn c s iu kin sn xut thc phm; kim nghim thc phm; thng

tin, gio dc, truyn thng v an ton thc phm; qun l nh nc v an ton thc

phm v thanh tra chuyn ngnh v an ton thc phm.

Vic ban hnh D n Lut An ton thc phm l ph hp trong bi cnh Vit Nam ngy

cng gia nhp su rng vo nn kinh t th gii v nhm to c ch php l nc ta

v cc nc trn th gii tha nhn h thng tiu chun ca nhau, trong c nhng

tiu chun v v sinh an ton thc phm.

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http://duthaoonline.quochoi.vn/du-thao-luat/du-thao-luat-an-toan-thuc-phamhttp://duthaoonline.quochoi.vn/du-thao-luat/du-thao-luat-an-toan-thuc-phamhttp://duthaoonline.quochoi.vn/du-thao-luat/du-thao-luat-an-toan-thuc-phamhttp://duthaoonline.quochoi.vn/du-thao-luat/du-thao-luat-an-toan-thuc-pham


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Lut Thng mi v hat ng nhng quyn thng mi

Ngh nh ca Chnh Ph s 35/2006/N-CP ngy 31.3.2006 quy nh chi tit Lut

Thng mi v hot ng nhng quyn thng mi trn lnh th nc Cng ho x

hi ch ngha Vit Nam. Ngh nh ny p dng i vi thng nhn Vit Nam v

thng nhn nc ngoi tham gia vo hot ng nhng quyn thng mi; doanh

nghip c vn u t nc ngoi chuyn hot ng mua bn hng ho v cc hot ng

lin quan trc tip n mua bn hng ho thc hin hot ng nhng quyn thng

mi i vi nhng mt hng m doanh nghip c kinh doanh dch v phn phi

theo cam kt quc t ca Vit Nam.

Vit Nam , ang v s c gng xy dng mt h thng php lut hon chnh nhm to

iu kin thun li cho cc nh u t ng thi thc y nn kinh t pht trin.

3.1.1.1.3 Mi trng kinh t

Tc tng GDP

Vit Nam l mt nc ang pht trin vi tc tng trng mnh v cao. T nm

2000 n 2006 tc tng trng nn kinh tng u qua cc nm v lun mc cao t

7%-8%/ nm. Khi cuc khng hong kinh t ton cu xy ra nhng nm 2007 2008

nn kinh t Vit Nam cng b nh hng trm trng. Khi tc tng trng st

gim n mc bo ng. Xut khu b hn ch bi nhng ngnh kinh t mi nhn nh

dt may b nh hng nng n. Tc tng trng GDP ch cn 6.5%.

Hin nay, bc vo nm 2009 cuc khng hong kinh t chm y. Nn kinh t nc

ta dn dn hi phc tng trng GDP trong nm 2009 thp hn, khong 6%. S liu

tng trng GDP mi nht trong qu 3 nm 2009 cho thy nn kinh t ang trn

phc hi kh vng chc, mc d xut khu vn cn chm.

Tuy nhin, vic tng trng chm li ny l hon ton cn thit cho vic to tng tc

cho cc nm tip theo 2010-2011. L gii iu ny bi l chnh ph ci thin c

cc con s thng k kinh t trong vi thng gn y, nhng xt gi tr tuyt i th lm

pht v nhp siu vn cn rt cao. V vic bnh n kinh t i vi Vit Nam khng thmt sm mt chiu, m phi mt mt thi gian na.

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Thng k cho thy, cng vi Trung Quc, n v Indonesia, Vit Nam l mt trong

s t cc quc gia c tc tng trng GDP so vi cng k nm trc v vy Vit Nam

c d on s t mc GDP nm 2010 l 6,7%. Mt du hiu ht sc ng mng v

kh quan cho nn kinh t.

Tc lm pht.

T trc n gi lm pht lun l yu t lm cc nh qun l phi au u. Vit Nam

cng ang c gng kim sot v n nh lm pht. Bc vo tng trng c lc

Vit Nam lm vo tnh trng lm pht tng cao t bin ti 2 con s v lm cc nh

qun l phi chng mt v nh nc phi thc hin cc bin php tht cht tin t v

tng li sut. n nm 2009 lm pht dn c kim sot v s c s st gim ng

k so vi nm 2008 khi lm pht t ngng 17,5%.

Mi y Vit Nam cng b t l lm pht qu I/2009 t 14,47%, gim so vi cng

k nm ngoi do gi tiu dng tip tc gim t cao k lc nm 2008.

Lm pht 14,47% ch yu do gi thc phm tng mnh. Theo Tng cc Thng k

(TCTK), qu I/2009, gi thc phm tng hn 22% so vi cng k nm ngoi.

Theo nhm nghin cu, nu xt theo tng lnh vc th cng nghip, giao thng v truyn

thng (ng gp 9% vo CPI) ang chu p lc gi tng cao. Tuy nhin, hai ngnh c

tc lm pht cao nht, thc phm v nh (chim tng ng 43% v 10% trong gi

CPI) li c v nh ang gii hn tng gi.

Cc chuyn gia cng d on, Chnh ph s tip tc t u tin cho cng tc chng lm

pht cao hn mc tiu kch thch tng trng cho ti khi lm pht gim v c kimch mc mt con s. Bn bo co cng ch ra rng: vi d bo v s gim tc ca p

lc gi, cng thm tng trng kinh t tip tc chm li, nhp siu gim, c th khin

Chnh ph ni lng chnh sch ti kha v tin t y mnh u t cng nhm

khuyn khch tng trng kinh t. Tuy nhin, nu iu ny xy ra tng trng GDP v

lm pht nm 2010 s cao hn so vi kch bn gc

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n thi im ny, d lm pht vn c kim sot tt, nhng khng phi l khng c

nhng lo ngi v nguy c gi c hng ha tng cao do Ngn hng Nh nuc thc hin

chnh sch ni lng tin t.

Vi mt tc tng trng kinh t nhanh v kh n nh cng vi vic nh nc ang

thc hin tt vic kim sot lm pht v ang thc y cc nh u t quan tm n

Vit Nam khi m nhu cu tiu dng ang c xu hng gia tng khi GDP tng v lm

pht ang mc thp.

Chnh sch pht trin kinh t ca Chnh ph

Nm 2009 vn t ra khng t thch thc i vi Vit Nam. Do , Chnh ph s tip

tc theo ui mc tiu kim ch lm pht, n nh kinh t v m v thc hin an sinh x

hi. ng thi, mt quyt tm mi cng c t ra l ch ng ngn chn suy gim

ca nn kinh t v duy tr tng trng hp l khong 6,5%.

Chnh sch tin t.

Theo ngi ng u Chnh ph, nhim v ca Vit Nam trong nm 2009 vn l kim

ch lm pht.

Vit Nam s p dng chnh sch tin t ni lng c kim sot, gim li sut kch

thch u t v hin a li sut v gn vi mc li sut trc khi xy ra khng

hong ti chnh th gii. i lin vi l to iu kin cho h thng ngn hng hot

ng hiu qu, tnh thanh khon c bo m. Khng h thng ngn hng (quc

doanh v c phn) mt n nh.

Cc nh ch ti chnh, chng khon Vit Nam cha pht trin nn ngun vn huy

ng cho nn kinh t ch yu t ngn hng. Do Nh nc phi can thip khng ch

bng mnh lnh hnh chnh m bng thc lc ca nn kinh t khi cc ngn hng thng

mi quc doanh chim 70% th phn cho vay. Trong bi cnh cc doanh nghip tn kho

ln, cha xut khu c, cc ngn hng c th h tr doanh nghip vt kh khn

bng khoanh n, gin n, thm ch gim li sut.

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Cng vi chnh sch ti kha cng c p dng nh xem xt min gim thu cho

doanh nghip duy tr sn xut.

Chnh sch tin t thong ca nh nc vi mc ch km hm lm pht thc s l

mt gi kch cu hiu qu ca nh nc i km vi n l vic gim li sut ngn hng

thu ht cc nh u t vi ngun vn r hn to mt sc ht vi cc nh u t.

Cc chnh sch khuyn khch u t khc:

Bn cnh cc chnh sch tin t, chnh ph cng thc hin mt s chnh sch kch cu

khc i vi nh u t v ngi tiu dng nh h tr thu t, th tc ng k kinh

doanh, min thu my nm u cho cc nh u t cng nh chnh sch gim thu

thu nhp c nhn, khuyn khch tiu dng i vi ngi dn. Nhng chnh sch ny

mang li hiu ng tch cc cho c cc nh u t ln ngi tiu dng khi cc nh u t

mn m hn vi cc d n trong khi ngi tiu dng c xu hng y mnh chi tiu,

iu ny ng vi c ngnh thc phm to nn tn hiu tt cho ngnh.

3.1.1.1.4 Mi trng vn ha x hi

Dn s

Nc ta c khong 85 triu ngi, mt dn s ln ti 258 ngi/km2, cao gn gp i

Trung Quc, gp hn 5 ln mt chung ca th gii v gp 10 ln mt dn s ca

cc nc pht trin.

C cu dn s chuyn t c cu dn s tr sang giai on c cu tui thun li, vi

ngun nhn lc di do nht t trc n nay vi 64,5% trong tui lao ng v theo

s liu thng k, s gia tng dn s thnh th ang c xu hng tng nhanh hn nng

thn.

Nh vy c th khng nh Vit Nam l mt nc ng dn c c cu dn s tr, nhn

nh ny a n hai li th cho ngnh hng thc phm.

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Th nht bi vi dn s ng nh nc ta cng ng ngha vi vic s c mt nhu cu

khng l i vi cc mt hng lng thc, thc phm - nhng mt hng thit yu.y

s l mt yu t quan trng i vi cc nh u t trong lnh vc thc phm

Th hai l vi c cu dn s tr, ngi ta s c th d dng thay i khu v hn so vi

tng lp cao tui, ngi tr thng c xu hng d chp nhn hn, c tnh thch nghi tt

hn iu s to iu kin cho cc loi thc phm hng v mi l thm nhp th

trng v thc n nhanh cng khng phi l ngoi l.

Vn ha - m thc

Nhng gi tr vn ha l nhng gi tr lm ln mt x hi, c th vun p cho x hi

tn ti v pht trin. Chnh v th cc yu t vn ha thng thng c bo v ht scquy m v cht ch, c bit l cc vn ha tinh thn. Mi quc gia, vng lnh th u

c nhng gi tr vn ha v cc yu t x hi c trng, v nhng yu t ny l c

im ca ngi tiu dng ti cc khu vc . Tuy nhin, hin nay s giao thoa gia cc

nn vn ha din ra ngy mt nhiu hn, v iu ny s thay i tm l tiu dng, li

sng, v to ra trin vng pht trin vi cc ngnh.

Nhn chung c im khu v n ung ca ngi Vit Nam v trng thi thch n nhngmn n gin, dai ung vi ru, bia, mn canh v mn mn nh kho, rim n vi

cm. V mi v s dng nhiu loi gia v c trng nh t , ti gng, ging, m , mm

tm ... lm tng s hp dn v mi v i vi sn phm. V mu sc ngoi vic s

dng mu sc t nhin ca nguyn liu cn s dng cc cht mu thc phm lm

tng mu sc ca sn phm , to s hp dn i vi sn phm .

Khu v n ung ca ngi Vit Nam c phn bit kh r gia 3 min. Ngi Min

Bc thng s dng v chua ca m , dm bng , qu dc , qu me v.v... ch bin

mn n. S dng gia v chua, cay vi thp hn so vi ngi min Trung, Min Nam.

Trong cc mn n mn thng ko dng hoc dng rt t v ngt ca ng. Ngi min

Trung khu v chua, cay, ngt ca ng s gt hn so vi ngi min Bc, nhng vn

km gt hn so vi ngi min Nam. Tuy nhin 1 s vng thuc Qung Bnh , Vnh

Linh, Qung Tr khu v v chua cay cng ko km g ngi min Nam. KHu v ca

ngi min Nam v chua, cay, ngt ca ng thng gt hn c. c bit min Namhay dng nc da ch bin cc mn n mn v cc loi bnh. Nc chm c trng

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Hin nay cc hng thc n nhanh (fast food) nc ngoi hot ng Vit Nam ngy

cng nhiu v ang tip tc thm nhp su vo th trng tim nng ny vi vic m

thm nhiu ca hng, khng ch Tp.HCM m cn cc tnh. iu ny ng ngha vi

vic KFC ngy cng c nhiu i th hn. im qua c th k n:

Jollibee ca Phillipines

Theo k hoch, trong nm nay hng thc n nhanh Jollibee ca Phillipines s m thm

bn ca hng na, nng tng s ca hng ca mnh Vit Nam ln con s 14. ng

Subido cng cho bit Jollibee ang la chn thm cng ty trong nc lm i tc

nhng quyn thng mi. T nm 1996 n nay, hng ny ch mi nhng quyn

thng mi c hai ca hng cho mt cng ty Vit Nam.

Lotteria - mt thnh vin ca tp on Lotte ca Hn Quc

ng Trng Hm Lim, Trng phng kinh doanh ca Lotteria Vit Nam cho bit Vit

Nam l th trng quan trng v tim nng i vi Lotte, nn mc d khng hong kinh

t vn cn nhng Lotteria vn c h tr ti a pht trin ti Vit Nam.

ng cng cho bit thm trong nhng nm ti, k hoch m rng th trng ca Lotteria

vn c t ln hng u. C th, trong nm nay Lotteria Vit Nam s m thm 80 ca

hng TPHCM, Hu, Qung Nam, H ng

Kinh Vit Nam

Kinh l mt trong s t doanh nghip trong nc pht trin chui ca hng thc

n nhanh kiu Vit Nam. Mi y, Cng ty Bnh Kinh Si Gn, thnh vin ca

tp on Kinh , khai trng ca hng K-Do phc v c ph, bnh theo kiu m

hnh thc n nhanh. Khch hng mc tiu ca ca hng ny ch yu l gii tr. ng

Nguyn Duy ang, Gim c tip th v nhng quyn ca cng ty, cho bit ca hng

K-Do bn bnh, sandwich, pizza, hamburger v cc loi thc ung. Theo k hoch,

chng ti s m thm ba ca hng na TPHCM, ng ni.

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Trn y l ba i th thc s cnh tranh trn th trng Vit Nam vi KFC, trong

khi Jollibee mc d thm nhp vo Vit Nam t rt sm song li t ra ht hi trc cc

n em KFC v Lotteria. V thm mt ng ln ca Vit Nam khng nh c v th

trn th trng Kinh c th thy th trng thc n nhanh Vit Nam ang thc ssi ng v khc lit cho nhng ai tham gia.

Vi li th l mt hng truyn thng thc n nhanh t lu i, c rt nhiu kinh

nghim trong vic xm nhp th trng, ng thi vi kh nng thch ng nhanh nhy,

tm hiu kh k cng nhu cu ca th trng, KFC dnh c v tr dn u trong

ngnh thc phm thc n nhanh ti Vit Nam tuy nhin KFC cng cn phi cn trng

bi cc i th u ang thc hin chin lc ti xm nhp v m rng nhm ginh li

ming bnh ca mnh. Th trng thc n nhanh vn s si ng trong nm nay v

nhng nm tip theo.

3.1.1.2.2 p lc t sn phm thay th.

C th nhn thy th trung thc n nhanh ch mi si ng my nm tr li y do

khu v ca th trng phn no c cc hng nh thc. Tuy nhin Vit Nam lmt nc nng nghip, li c vn ha m thc rt phong ph v a dng v th nguy c

t nhm sn phm c kh nng thay th ny khng phi l nh i vi cc hng thc n

nhanh. C th k n nhiu loi sn phm nh : cm, cc loi bnh lm t bt go v

c bit phi k n ph v bn nhng mn n khng nhng c ngi Vit Nam

m c th gii bit n sau khi ph 24 thc hin hnh thc Franchise - mt hnh thc m

ngay c KFC cng ang p dng bn b Vit Nam cng ang trn con ng ra th

gii.

Con ngi Vit Nam vn a chung m thc cho nn nn m thc Vit Nam cng rt

pht trin vi rt nhiu mn n ngon, hp dn v bt mt.Trong khi ngi Min Bc rt

a thch cc mn n nh ph, bnh cun nng, bnh cm hay bnh phu th th ngi

Min Trung li thch nhng mn cay v m nh bnh bo Hu, m qung

Qung Nam, nem Thanh Ha, Cho ln Ngh An . Ngi Min Nam li a

thch hng v ngt vi cc mn n truyn thng nh canh chua, lu mm, c kho t

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Bn cnh cn c rt nhiu mn n xut hin c 3 min v c s c trng ring

tng min nh bn, bnh xo, lu tt c d to nn mt nn m thc y mu sc.

C th thy p lc t sn phm thay th i vi sn phm thc n nhanh l thc s r

rng v cng khng h nh. lm gim p lc t nhm ny cc hng thc n nhanh

nn bit cch pht huy im mnh ca mnh ng thi lin kt vi nhau nu cn to

dng ch ng vng chc trn th trng Vit Nam.

3.1.1.2.3 p lc t khch hng.

Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng

sn xut kinh doanh ca ngnh. Ni nh vy thy khch hng quan trng nh th no

i vi bt k ngnh no. Ngnh hng thc n nhanh cng khng phi l mt ngoi l,

khch hng ch yu ca thc n nhanh ch yu l khch hng l v y cng l i

tng ch yu gy nn p lc cho cc hng trong ngnh. C th k n mt vi l do

thy ti sao p lc t khch hng li khng h nh Vit Nam cho cc ngnh hng thc

n nhanh.

Vi lng dn s ng v t l tng dn s thnh th ngy cng nhanh to nn mtb phn lp tr c thu nhp kh cao v km theo l kh nng sn sang chi tr l kh

ln. C mt thc t rng mi gia nh ngi Vit Nam sn sang chi tr cao hn cho

nhng ba n ngon ming v cht lng.

Xa ri thi k r m ngon l khu hiu, ngi dn chng ta ngy cng thc r v mt

gi c so vi gi tr h c s chuyn bin nht nh v mt ny. V i km vi kh

nng chi tr cao hn th yu cu cht lng i vi sn phm cng tng theo thi gian,

a s ngi tiu dung v ang quan tm n vn cht lng v sc khe.

Hn th na vi ngi dn nhu cu n ung lun l mt nhu cu cp thit hng ngy,

vi mt nc ng dn nh nc ta thc s nhu cu cho cc ngnh hng l rt ln c

bit l cc ngnh v lng thc thc phm. ng thi vi mt t l dn s tr c thu

nhp cao ngy cng tng th nhu cu th hin mnh ca gii tr cng ln v to ra mt

nhu cu ln cho cc ngnh hng cao cp.

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K tip phi k n l khu v ca ngi Vit, khu v ca ngi Vit Nam rt phong

ph v a dng, c s thay i, c trng c 3 min nhng nhn chung c th thy

ngi Vit khng h thch v bo ngy m li l im c trng ca cc sn phm

thc n nhanh ca KFC. y tr thnh mt ro cn rt kh vt qua vi cc hng thcn nhanh m tiu biu l Jollibee khi tin hnh thm nhp tht bi phi tin hnh

cm c, thu nh quy m.

Cui cng l vn hnh thc v mi quan tm v sc khe. Trong khi ngi M d

dng chp nhn mt c th mp mp tha mn s thch n ung th ngi Vit Nam

li khng phi vy. i vi ngi Vit Nam hnh dng bn ngoi l rt quan trng h v

th h s c tm l e ngi khi s dng cc sn phm nhiu du m hn th na 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 1 thch thc ln khng ring g KFC

m c ngn.h 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 dnguy tn thm vng mnh

3.1.1.2.4 p lc t cc nh cung cp

Ngoi cc yu t trn p lc t nh cung cp cng kh l quan trng i vi cc hng

thc n nhanh m c th l Lotteria bi l nu p lc t cc nh cung cp qu ln th

KFC Vit Nam s khng th ch ng thc hin chin lc gi theo mnh v s phiph thuc rt nhiu vo cc nh cung cp. Cn ngc li khi gim c p lc t nhm

ny xung thp KFC s hon ton ch ng trong vic thc hin cc chin lc ca

mnh.

Vit nam l mt nc nng nghip, cho nn trng trt v chn nui l hai ngnh chnh

rt pht trin Vit Nam iu to nn mt li th rt ln cho KFC khi c th s

dng ngun nguyn liu bn a ng thi gim c chi ph. Tuy nhin vn t ra y l KFC s la chon ngun nguyn liu nh th no thu mua nguyn liu t do vi

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gi r hay chon ngun nguyn liu c m bo vi gi cao hn ? KFC s la chon th

no bn vng pht trin ?

Vi mt phong cch lm vic chuyn nghip cng vi mc tiu cung cp sn phn cht

lng cho khch hng ng thi lng trc ri ro t nhm ny KFC c gng gim

thiu ri ro xung mc ti a khi ch ng xy dng mt mi quan h mt thit vi cc

nh cung cp uy tn v m bo cht lng trn th trng, chng hn nh CP Vietnam.

Tt c nguyn liu s dng u phi c chng nhn kim dch ca c quan chc nng.

Vi vic thc hin chin luc sn phm ny, KFC thc hin cng lc c hai mc

tiu va m bo cung cp sn phm cht lng cho th trng va gim c nguy c

t nhng nh cung cp. V chin lc t r hiu qu khi dch cm gia cm bngpht hiu qu Vit Nam trong khi cc sn phm ch bin t gia cm lao ao th KFC

li thng tin vi nhng bc t ph quan trng. Thnh qu c c t chnh s n

lc v tm nhn chin lc ca KFC.

3.1.1.2.5 p lc t i th tim n.

Theo M-Porter, i th tim n l cc doanh nghip hin cha c mt trn trong ngnhnhng c th nh hng ti ngnh trong tng lai. iu ph thuc rt nhiu vo hai

yu t cc k quan trng : sc hp dn ca ngnh v cc ro cn xm nhp ngnh. Phn

tch tng yu t chng ta s rt ra c mt s nhn nh v p tc t i th tim n

i vi KFC.

Sc hp dn ca ngnh c th hin qua nhiu yu t nhng tm li s c tng qut

trong 3 ch tiu l t sut sinh li, s lng khch hng, s lng doanh nghip trong

ngnh. Chng ta d dng nhn thy th trng Vit Nam vi hn 80 triu dn l mt th

trng khng l i vi ngnh thc phm, bn cnh vi nhng n lc khng bit mt

mi ca cc hng thc n nhanh cng, khu v ca ngi Vit phn no chp nhn

c loi sn phm ny cng vi s an tm t sn phm sch, nhu cu th trng cho

ngnh r rng ang c s tng trng. Cng vi l vic hin ang cn t doanh

nghip tham gia ngnh hng ny, cuc cnh tranh ch gi gon trong 3 ng ln ngoi

quc ( KFC Jollibee Lotteria ) v mt phn nh ca Kinh cng vi t sut sinh

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li ngnh c cc chuyn gia nh gi cao v c du hiu tng theo tng nm. T

nhn thy sc hp dn ca ngnh l tng i ln.

Nhng ro cn gia nhp ngnh : l nhng yu t lm cho vic gia nhp vo mt ngnh

kh khn v tn km hn c th k n cc yu t sau: K thut, Vn, Cc yu t

thng mi : H thng phn phi, thng hiu , h thng khch hng ... V Cc ngun

lc c th: Nguyn vt liu u vo ( B kim sot ), Bng cp , pht minh sng ch,

Ngun nhn lc, s bo h ca chnh ph .... So vi cc ngnh cng nghip th ngnh

thc phm khng c yu cu cao v vn,k thut v cc ngun lc c th l iu m

cc hang lun quan tm v pht trin. Nhng nhn chung n khng c nhiu s thay i

nhanh chng v t ngt nh ngnh cng ngh hay IT. H thng phn phi v thng

hiu thc s l ro cn y tuy nhin Vit Nam th cc hang thc n nhanh ch yu

mi ch phn b nhng thnh ph ln, ng dn c v c mc sng kh cao cho nn

h thng phn phi ca h cha c coi l pht trin v rng khp. T nhng phn tch

trn c th nhn thy ro cn gia nhp ngnh cng l khng cao.

Nh vy c th khng nh th trng Vit Nam l mt th trng tim nng khi m hi

t c nhng yu t thu ht nh u t km theo l mt mi trng cnh tranh khc

lit by gi v c trong tng lai khi m nhiu i th tim n c th xm nhp vo th

trng to nn mt p lc kh ln cho KFC trong qu trnh nh v v pht trin.

Rt nhiu i th c th xut hin trong thi gian ti v KFC s lun phi chun b sn

sng cho vic ny. Trc tin phi k n Mc Donalds hng thc n nhanh ln nht

trn th gii. K t khi c sng lp bi anh em nh Mc Donald l Maurice v Richard

nm 1937 Mc Donalds khng ngng pht trin v ln mnh. Ch sau 30 nm u thnh

lp Mc Donalds c hn 10000 ca hng trn khp nc M, chim lnh hon tonth trng ni a. Hin nay Mc Donalds c 30000 ca hng trn 119 quc gia trn

th gii. Vi doanh s khng ngng tng trng Mc Donalds lun xng ng l anh c

trong ngnh hng thc n nhanh. Hin nay, trung bnh mi ngy, c bn ngi M th

c mt ngi gh vo qun fastfood ca McDonald, tp on thc n nhanh ln nht th

gii. y l mt con s m bt c hng thc n no cng m c cng vi nhng chin

lc v cng nhy bn Mc Donalds s lun l ni s hi ca cc i th bt c ni no

h t chn n.

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3.1.2. Mi trng bn trong - KFC ti Vit Nam

3.1.2.1 C s vt cht

Xut hin Vit Nam t nm 1997, hin KFC c 71 ca hng ti tm tnh, thnh

trong c nc, trong nhiu nht vn l Tp.H Ch Minh vi 45 ca hng, cn li l

H Ni, Cn Th, B Ra-Vng Tu, Bin Ha, Bun Ma Thut, Hu v Hi Phng.

u thng 10/2009 h thng KFC va cho n nh hng th 72 (KFC Trn i Ngha)

ti a ch s 11A7 Khu tp th i hc Kinh t Quc Dn, ng Trn i Ngha,

Qun Hai B Trng, H Ni. ng Pornchai Thuratum, Tng gim c cng ty, cho bit

KFC ang ln k hoch m thm mt s ca hng ti nhng tnh, thnh nhiu tim nngnh Nng, Nha Trang. K hoch l n 2010, KFC s c 100 nh hng ti Vit Nam.

Cc ca hng ca KFC c bi tr theo phong cch truyn thng vi mu l mu

ch o, khng gian trong ca hng c thit k vi mc ch to cho khch hng s

thoi mi c th va thng thc ba n va chuyn tr, bn bc cng vic.

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 ngiva gip ngi tiu dng tin li lui ti, va gip vic kinh doanh ngy cng pht

trin, thu ht nhiu khch hng hn.

3.1.2.2 Cng ngh ch bin

Sn phm ca KFC ti Vit Nam c ch bin theo tiu chun chung trn ton th gii.

Tht g c ch bin t cng mt cng thc m Colonel Harland Sander nh sng lpca KFC sng to ra hn na th k trc. 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.Trong nhiu nm, Colonel Sander ct gi cng thc pha

ch trong u ca mnh v ngy nay cng thc ny c ct gi an ton Louisville.

Ti Kentucky, ch c mt s t ngi bit cng thc ng gi hng triu la (v h

k nhng giao ko m bo s b mt ca cng thc ny).

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Tuy nhin, KFC Vietnam cng ang nghin cu thay i kch thc, mu m, khu

v cho ph hp hn vi m thc ca ngi tiu dng Vit Nam. KFC Vit Nam sn

xut ra nhng sn phm ngy cng gn gi vi khu v ca ngi Vit Nam hn nh: g

rn gin khng xng, salad g gin, bp ci trn, bnh m mm, cho g, nui g

Cht lng sn phm

KFC Vietnam ch chn nhng nh cung cp nguyn liu uy tn v bo m cht lng,

khng nh cht lng sn phm ca mnh bng cc chng nhn kim dch. KFC

Vietnam c chin lc kinh doanh lu di ti Vit Nam, v vy KFC dnh nhiu thi

gian xy dng th trng v to dng lng tin ni khch hng v cht lng v an

ton v sinh thc phm nhm bo m cho hot ng lu di ca mnh.

3.1.2.3 Ngun nhn lc

Vi nt vn ha c th ca KFC - lun ghi nhn cng lao v tng thng mi n lc

ca tng c nhn, tp th, hn 2000 nhn vin ca KFC Vit Nam ang sng v lm

vic vi phng chm "Work hard - Play hard". Cng thc thnh cng ca KFC l tp

trung vo vic nng cao nng lc ca nhn vin nm tho mn nhu cu ca khch hngv tng li nhun. Bn cnh , KFC lun cam kt v tnh a dng v to mt mi

trng lm vic tt nht cho ngi lao ng. KFC th hin mt phong cch chuyn

nghip khng ch trong i ng nhn vin m cn trong vic iu hnh mt chui h

thng cc ca hng lun mang li s tin li nht cho khch hng.

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3.1.2.4 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.

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.

3.1.2.5 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!.

3.1.2.6 Nng lc kinh doanh

Ngy nay, KFC c hn 3800 cng ty franchise a nhn hiu trn ton cu. Mi ngy,

KFC n tip gn 8 triu khch hng trn ton th gii.

Hn 10 nm to dng v pht trin chui nh hng phc v G rn Kentucky ti Vit

Nam theo tiu chun ca tp on Yum International, KFC Vit Nam ang pht trin

khng ngng, tip tc chinh phc cc th trng tim nng trn khp cc tnh, thnh ca

c nc.

KFC c mt ti Vit Nam m c th l ti thnh ph H Ch Minh tng i sm.

Trong sut qung thi gian u tin KFC li trong lng ngi tiu dng mt du

chm hi ln v s pht trin. Trong sut by nm u, KFC chp nhn u t

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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. Sau by nm, mi ngi nhn ra

KFC lm c iu m nhiu i th cnh tranh mong c. Pht trin mt cch

mnh m v y chin lc, KFC chim c th trng v ngy cng khng nhtm vc ca thng hiu.

Hin nay, KFC tr thnh thng hiu thc n nhanh c bit n nhiu Tp.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. Mt s cuc iu tra gn y ti Vit Nam cho

thy 70% ngi dn Vit Nam thch i n ti cc tim thc n nhanh.

Theo thng tin t B Cng Thng, nm 2009, tng thu nhp ca ngnh thc n nhanhc nc c t khong 500 t ng, tng 35-40% so vi nm 2008, trong phn ln

vn n t cc thng hiu nc ngoi nh Jollibee, Lotteria, tt nhin khng th khng

k n KFC.

3.2. im mnh, im yu, c hi v thch thc ca KFC

3.2.1. im mnh:

Danh ting: KFC l h thng nh hng phc v g rn ln nht v ni ting nht

trn th gii vi hn 30.000 nh hng ti hn 100 quc gia, to vic lm cho hn

200.000 ngi trn ton th gii.. Ni ting vi phng thc tm p c bit t

11 loi hng v tho mc.

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 tnnh trong thi gian nhanh nht. Mt kiu phn phi hon ho v tin li cho

ngi tiu dng. D kin n 2010 s c 100 ca hng KFC trn khp c nc.

Dch v khch hng: Phong cch phc v kh c o, c im chung l t

phc v to s bnh ng, cng bng nh nhau. Bn cnh phong cch phc v

lch s v chuyn nghip gip bn c c mn n trong thi gian ngn nht,

ng vi ngha l ca hng thc n nhanh.

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Ngoi ra KFC cn khng ngng cung cp ngy cng nhiu la chn cho khch

hng vi mt menu phong ph.

Dch v ph: gi xe min ph, giao hng tn ni m khng tnh ph vn chuyn,

t chc sinh nht trn gi vi 6 thc n t 400.000 - 500.000 ng cho 10 tr

em, trong bao gm dn chng trnh, trang tr, bong bng, thip mi, m sinh

nht, gii thng cho cc tr chi.

Ngun lc ti chnh: l mt nhn hiu thuc tp on Yum hin ang s hu bn

cng ty KFC, Pizza Hut, Taco Bell v Long Jonh Siver l nhng thng hiu

hng u ca Yum ton cu! Nhng cng ty ny m khong ba qun n mi

ngy v l nhng nh hng cng nghip bn l quc t ln mnh nht. Mi ngy,KFC n tip gn 8 triu khch hng trn ton th gii. Do tnh cht kinh doanh

quy m rng ln nh vy nn c th ni tim lc ti chnh ca KFC l rt di

do.

V tr kinh doanh: ca hng KFC u s hu nhng v tr rt p, nm ngay mt

tin nhng con ng ln, thng thong. Ngoi ra KFC cn chn a im t

nh hng ti siu th v trung tm thng mi, ni c s lng ngi mua sm

rt ng.

KFC lun m bo cht lng sn phm ca mnh l lun lun t mc cao nht,

lm hi lng mi khch hng.

KFC khng nhng to ra s khc bit m cn a dng ha sn phm to nn thc

n v cng phong ph.

3.2.2. im yu:

Gi c: Thc cht 1 thc n thp nht ti KFC c gi khong 30.000 (bao gm

nc ung). Do n khng my ph hp vi ngi tiu dung Vit Nam a

phn c thu nhp thp.

Ngun nhn lc: 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

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thiu xt 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.

Thng hiu d gy nhm ln: KFC c thit k vi tng , trng vi hnh i

t Sander th Lotteria cng l tng , trng, Jolie Bee tng vngs khc

bit c bn v tng mu tiu biu khng cn.

3.2.3. C hi:

S bng n v nhu cu: 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.

Mt lot s kin din ra khin cho thi quen tiu dng buc phi thay i. u

tin l quyt tm lm sch lng ng ca chnh ph khin cho nhng qun n

ven ng b gii hn khu vc hot ng. Thm vo nhng t cm g trn

din rng ko di khin cho ngi tiu dng tr nn e d v cn trng hn. Ccgi tr gia tng cho sn phm l v sinh m bo, g sch l li th ca KFC.

Theo nh gi ca nhiu chuyn gia KFC, Vit Nam ang l thi im "chn

mui" cc siu th, trung tm thng mi v th trng thc n nhanh bng

n.

Thu nhp ngi tiu dng tng: Hin nay th gii ang bt u vo giai on

phc hi nn kinh t sau khng hong vo nm 2008. Vit Nam ch b nh hngnh so vi cc nc khc v hin nay nn kinh t ang vo giai on n nh v

pht trin. Do thu nhp ngi dn ang tng tr li. (Nm 2008, c tnh dn

s nc ta l 86,16 triu ngi v thu nhp bnh qun u ngi ln u tin t

1.024 USD). Nn 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.

Mc sng ca Vit Nam cao hn, mi ngi lu tm n vn an ton thc

phm hn rt nhiu, nht l sau t cm gia cm, ngi dn chng ta cng e d

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3.3. Qu trnh la chn m hnh u t v chin lc cnh tranh ca KFC ti

Vit Nam

3.3.1 Phn tch qu trnh la chn m hnh u t

KFC c coi l mt trong nhng thng hiu go ci, in hnh trong ngnh kinh

doanh thc n nhanh vi hnh thc kinh doanh Franchise trn ton th gii.

Sau gn 12 nm c mt ti Vit Nam, KFC gt hi c nhng thnh cng nht nh.

Vy KFC kinh doanh v hot ng nh th no ti Vit Nam, KFC Vit Nam c g

khc vi KFC th gii. y l nhng cu hi m chng ta s tm hiu trong phn ny.

Nhng nm 1998, khi m khi nim Franchise Vit Nam cn ht sc mi m, khi m

Vit Nam ang chu nh hng ca cuc khng hong ti chnh Chu , sc mua km,

dn chng cn ngho, khu v l lm, cnh tranh vi kiu fastfood Vit Nam va r va

ngon, li l nt vn ha truyn thng t xa n nay ca Vit Nam. Vy KFC bc

vo th trng ny nh th no?

Trc tin, v c bn Franchise c 3 hnh thc nh sau:

Single-unit franchise: l hnh thc mua bn franchise n l, ngi mua k hp

ng trc tip vi ngi bn (l ch ca thng hiu hoc mt master franchise

khc), sau m ra mt n v kinh doanh ti mt a im nht nh. Nu nh

ngi mua mun m thm n v kinh doanh th phi k kt hp ng mi,

ngi mua khng c php nhng quyn li.

Master franchise: l hnh thc mua franchise m ngi mua c php thc

hin nhng quyn ti mt khu vc, lnh th c th v cam kt pht trin v s

lng n v kinh doanh nhng quyn trong tng giai on c th vi bn bn.

Area development franchise: l hnh thc mua franchise ging nh loi 1,

nhng ngi mua c th c c quyn m ra nhiu n v kinh doanh ( theo

hp ng vi ngi bn) ti mt khu vc, lnh th, thi gian nht nh. Ngi

mua cng khng c php nhng quyn li.

Qua vic tham kho cc ti liu v tm hiu thng qua trang web cng ty nm gi

thng hiu KFC l yumfranchise.com, nhm nhn nh rng KFC International khng

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bn Franchise cho c nhn m bn hp ng Master-franchise, thnh lp cng ty lin

doanh KFC ti th trng Vit Nam, thc hin vic m v qun l chui ca hng kinh

doanh.

Trc tin, KFC chn thnh ph H Ch Minh l im n u tin, cng d hiu v y

l thnh ph thun tin nht cho vic kinh doanh ca KFC, dn c ng, thu nhp kh

nht Vit Nam, li sng hin i nht thi im . Tuy nhin, KFC cng khng qu lc

quan, n Vit Nam vi tm l chun b sn l s ht sc kh khn chim c th

trng ny, sn sng chu l thay i thi quen ca ngi tiu dng. V qu tht,

phi mt ti 7 nm KFC c th gi l kinh doanh c li ti Vit Nam.

Hin nay KFC c 75 ca hng Vit Nam, trong Tp H Ch Minh chim 47 cahng, H Ni c 15 ca hng, cc thnh ph khc nh Bin Ha, Vng Tu, Cn Th,

alak, Hu, Hi phng c t 1 n 3 c hng.

Tt c 75 ca hng ny u do cng ty lin doanh KFC Vit Nam c quyn thnh lp,

cng ty hin nay cha bn franchise vi c nhn khc. Theo nhn nh ca nhm th

cng ty KFC Vit Nam cha bn franchise cho c nhn no v tim lc ti chnh, kh

nng hot ng, iu hnh ca cc c nhn Vit Nam trong vic kinh doanh nhng

quyn cn rt hn ch, khin thng hiu ni ting ny cha dm thc hin kinh doanh

nhng quyn.

Cc ca hng KFC Vit Nam u c mt s thng nht, d dng nhn thy vi tng

mu mu , trng, v hnh nh ng Sander. c bit d dng tm thy ca hng KFC v

u nm nhng a im hot, trung tm thnh ph, ni gn trng hc, ngay ng 3,

ng 4. Cc ca hng KFC Vit Nam cng c mt ti cc trung tm mua sm, siu th ni

ting ging nh m hnh cc nc khc, chng hn nh bn s tm c KFC diamond, nowzone, coopmart, bigC, maximart R rng KFC Vit Nam vn gi ng

phong cch ca KFC international.

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3.3.2 Chin lc cnh tranh ca KFC ti th trng Vit Nam

Bc vo th trng Vit Nam trong bi cnh ngnh cng nghip thc n nhanh Vit

Nam cn kh mi m, bn cnh vic vn theo ui con ng chin lc vch ra ti

tng cng ty l thch nghi, hnh ng, p ng ty tng mi trng; l s khc bit

ha, KFC ang v s c nhng chin lc nh th no c th tn ti v pht trin

n ngy hm nay trc cc i th l cc ng trm ln trn th gii nh McDonals,

Lotteria, Jolli Bee cng nh cc i th a phng nhng li rt kh chu nh

Ph24, Bamizon.

Trc khi i vo tm hiu chin lc cnh tranh ca KFC, ta hy xem ng trm ny

c nhng nghin cu v phn tch v th trng Vit Nam phc v cho quyt nhchin lc ca mnh.

3.3.2.1. 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:

o 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

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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.

o 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.

o Ngh nghip: Vic chn 2 thnh ph chnh l H Ni v thnh ph HCh 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 nnkinh 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 vKFC, 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.

3.3.2.2. La chn th trng mc tiu

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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. 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.

3.3.2.4. Chin lc cnh tranh ca KFC ti th trng Vit Nam:

Trc ht c th khng nh, KFC i theo hng chin lc khc bit ha sn phm.

Cn c vo u c th khng nh nh vy? iu ny c l gii nh sau: Khi bc

chn vo th trng Vit Nam, ti y c sn truyn thng thc n nhanh theo phong

cch chu nh cc mn bn, ph, ch, xi c by bn l ng hoc cc qunbnh dn c gi c ph hp vi i a s ngi dn c thu nhp trung bnh. Khi , KFC

mang n mt mn fastfood mi l, cch bi tr v phc v theo phong cch ty u trong

nhng nh hng, ca hng sang trng, nh vo mt b phn c thu nhp kh tr ln.

l cch KFC to khc bit vi cc i th a phng theo phong cch truyn thng

kinh doanh cc sn phm c tnh thay th. Cn vi cc ng ln khc cng loi sn phm

nh Lotteria th sao? Hy cng i su tm hiu vo cc chin lc Marketing ca KFC.

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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. C th vo nm

2004, khi dch cm g va bng pht, KFC c k hoch nhp khu tht g ng lnh

t Bc M. KFC cng thc hin mt quy trnh ch bin g sch v m bo v sinh anton thc phm. Bn cnh , KFC cng b sung vo thc n ca nh hng cc mn

ch bin t c, b, heo thay cho tht g lm khch hng an tm hn.

3.3.2.4.2. Chin lc gi:

T nm 1998 khi KFC bt u xut hin ti th trng 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 chui ca hng KFC thc s bng n ti a bn

thnh ph H Ch Minh.

Trong nhng bc u tin thm nh p th trng Vit Nam khi 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 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.

3.3.2.4.3. Chin lc phn phi:

Nh phn tch trn, KFC vo Vit Nam bng master franchise thng qua thnh lp

cng ty lin doanh KFC Vit Nam, do vic m cc ca hng phn phi ti Vit Nam

s do cng ty KFC Vit Nam b vn ra. iu ny nh hng nh th no n h thng

v chin lc phn phi ca KFC? u tin, KFC s linh hot hn trong vic m ccnh hng ti cc thnh ph ln nh H Ch Minh, H Ni trong vic chn thi gian,

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a im m. iu ny to nn li th cnh tranh ca KFC so vi cc i th. Bn cnh

, gi cho mt hp ng nhng quyn theo quy nh ca cng ty m l 1 triu USD,

cha k cc chi ph m ngi mua nhng quyn phi b ra nh trang tr qun, mua

sm trang thit b, thu mn nhn vin ban u. Phi k thm, php lut v nhngquyn ti Vit Nam vo nhng nm u khi KFC vo Vit Nam cha c cht ch. Do

, cnh tranh c vi cc sn phm thc n nhanh thay th ti Vit Nam v cc

ng ln trn th gii, KFC to s khc bit cho mnh trong chin lc phn phi,

thng qua kt chui.

V a im phn phi, khc vi i th ln ca mnh l Lotteria thng c cc ca

hng ti cc ng ba, ng t, mt tin ng ln, th KFC chn cc a im m cc

ca hng l cc ta nh, siu th, nh sch, trung tm thng mi nh Parkson, Diamond

Plaza, Siu th Maximark, Coop Mark, Big C Li th ca cc a im ny l y l

ni c nhiu ngi gh n mua sm hoc lm vic ti cc ta nh, v cc i tng

n y a s l gii trung lu tr ln, ng l nhm khch hng mc tiu m KFC

nhm ti. Tuy nhin, h thng siu th, trung tm thng mi ti Vit Nam pht trin

khng nhanh, nn gn y KFC Vietnam phi thu nhng cn nh mt ng

m nh hng ring. Tiu ch chn mt bng ca KFC l a im nm cc khu trungtm th.

Hin ti, tng s lng nh hng KFC l 75, trong c 47 nh hng TP H Ch

Minh, 16 nh hng H Ni, cn li Bin Ha, Hi Phng, Vng Tu, Hu, aklak,

Cn Th. D kin cui nm 2010 s c 100 nh hng trn khp c nc.

3.3.2.4.4. Chin lc xc tin:

Qung co - khuyn mi:

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

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cnh KFC cn t chc qung co ngoi tri nh : pan , p-phch, bng hiu , pht

leaflet

V khch hng mc tiu ca KFC l gii tr nng ng v thch khm ph, cho nn cc

chin dch qung co ca KFC cng lun tr trung, mi l v to bo c th khai thc

s ch ca khch hng.

V d:

o 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.

o 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.

o 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

o 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.

o Ngoi ra, 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.

o T ngy 14/10/2009 n 26/11/2009, chng trnh khuyn mi Trng

chc c p dng. Vi chng trnh ny, khch hang khi mua 1 trong 7

combo c a ra bi nh hng KFC nhn c mt th co trng cc

sn phm khc. y l mt chng trnh khuyn mi thng xuyn c

p dng ti cc nh hng KFC trong thi gian ngn nhm thu ht khch

hng cng nh gii thiu sn phm.

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o Chng trnh khuyn mi Ght tr vn ko di 01/09/2009 n

31/10/2009. Chng trnh ny kt hp vi dch v giao hng tn ni ca

KFC. Vi tn gi "GHT TR", KFC cam kt giao hng trong vng 30

pht cho nhng khch hng gi n Dch v Giao hng tn ni qua sin thoi 3848.9999 (p dng ti H Ni v Tp.HCM), sau thi gian 30

pht khch hng s c nhn nhng phn qu t KFC. Thng ip ca

KFC thng qua chng trnh ny l Hy cng KFC xy dng vn ha

NG GI - GHT TR tit kim thi gian nhiu hn cho cuc sng

ca bn.

o 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

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%.

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Quan h cng chng (PR):

qung b cho thng hiu ca mnh, KFC thng xuyn c cc hot ng t thin,

ti tr nh : 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

nhn k nim 8 nm thnh lp KFC Vit Nam.

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.

3.4. Thun li v kh khn m KFC gp phi khi kinh doanh ti Vit Nam

3.4.1. Thun li

3.4.1.1. Thng hiu ln:

Sau hng lot thnh cng ti th trng nc ngoi, cc chin dch pht trin sn phm

nh singing soul, Soul Food gy ting tm vang di ti nhiu quc gia v mang li li

nhun khng l, KFC tin thng vo Vit Nam trong nim hn hoan cho n, s t m

thch th i vi mt sn phm mi l, nhiu hp dn v ha hn chim c nhiu cmtnh ca ngi dn Vit. Nu bn l mt ngi bnh thng bn s khng trnh khi b

hp dn v li cun vo mt sn phm ni ting, ai cng bit chng l mnh li khng

bit?? chnh l mt im thnh cng d thy bt c ng ch ln no khi thm nhp

vo mt th trng nh nhiu tim nng, m Vit Nam l mt th trng kh in hnh

trong thi im ny.

3.4.1.2. Thi im xm nhp tt

Vit nam l mt t nc ang pht trin, ang trn ng ha nhp cng th gii, ang

du nhp nhng nt vn ha phng Ty v ang dn hnh thnh mt tro lu vn ha

mi nht l trong lnh vc m thc. Nu nh trc y ngi ta n nhiu cm trong mt

ba n th ngy nay cm dng nh tr thnh thc n ph, nht l i vi lp tr vit

Nam. Thc n nhanh ang dn hnh thnh trong vn ha m thc ca ngi vit. Hay l

v cuc sng ngy cng nng ng, x hi ngy cng quay nhanh theo xu hng ton

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cu ha, hi nhp th gii nn con ngi dn quen vi nhng g phi nhanh, t tn thi

gian v c nhiu dinh dng. Tt nhin vi KFC y li l mt im thun li ti th

trng Vit Nam. Thu nhp ngy cng cao, nhu cu ha nhp ngy cng nhanh, lp tr

d hp th vn ha hin i hn vn ha c xa, nhng gia nh mi giu c lnthng c xu hng mun thng thc tt c nhng g m ngi ta gi l ng cp, l

hin i, mi l v ni ting.

Thm vo , thng tin trn bo i cho rng khng phi KFC s vo Vit Nam trong

thi im sm sa ny m l Macdonals - mt ng ch thc n nhanh ting tm trn

khp th gii s ch i Macdonals c thay th cho s cho n ng i t d

thng vi chm ru bc KFC v dng nh Macdonals khng cm thy y l thi

im chn mi khuynh o th trng Vit Nam?? Chnh v iu ny m v tnh KFC

tr thnh ngi dn u tro lu n ung theo mt m hnh hon ton mi l.

3.4.1.3. N lc tip th:

nh gi v trin vng th trng, KFC nhn mnh n yu t thun li l hn mt na

dn s Vit Nam c tui di 30. Phn ln dn s Vit Nam l ngi tr, nn trong

chin lc tip th KFC tp trung vo khu vc th trng chim s ng. 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 vi mc tiu l mun thng

hiu KFC tr thnh bn ng hnh ngay t khi h cn nh. Nhng poster to ln vi

hnh nh ng i t d thng, nhng bng rn, nhng phiu gim gi v hn th na l

mu qung co vui nhn, nh nhnh thu ht nhiu s ch ca tr em v thanh thiu

nin khch hng mc tiu ca KFC.

3.4.2. Kh khn

3.4.2.1. Hot ng phn phi:

Ti Vit Nam cc chi nhnh ca g rn KFC ch mi xut hin 1 s tnh thnh ph

ln: nh Si Gn v H Ni, ng Nai, B Ra Vng Tu v l t 1 s tnh ln cn

xung quanh.

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Theo thng k nm 2008 th vo thi im ny KFC c mt ti TPHCM (31 nh

hng), H Ni (7 nh hng), Vng Tu (2 nh hng), ng Nai (2 nh hng), Hi Phng

(1 nh hng), Cn Th (1 nh hng). Trong nhng nm u, KFC ch yu chn a

im t nh hng ti siu th v trung tm thng mi. C hai im to nn kh khnng lu :

-Th nht, con s chi nhnh KFC cc thnh ph du lch nh Nha Trang l hn hu.

M trn thc t thnh ph Nha Trang l mt ni thu ht nhiu khch du lch trong nc

cng nh nc ngoi.Vy ti sao vn cha thy c chi nhnh ca thc n nhanh KFC

ni ting xut hin y? l mt bi ton trong hot ng phn phi ca KFC v

ng gi ru bc c l cn nghin cu thm rng cn rt nhiu ch trng trn t nc

VN c th mang li li nhun cho mt thng hiu ln.

- Th hai, h thng siu th, trung tm thng mi ti Vit Nam pht trin khng

nhanh, dn n KFC phi chn nhng cn nh mt ng m nh hng ring v mt

trong nhng tiu ch chn mt bng quan trng ca KFC l a im nm cc khu

trung tm th. M iu ny dng nh hi kh khn v h thng c s vt cht,

ng x ti cc trung tm th cha cng cp v chc chn, cn nhiu khu ng

dn nhng h tng rt ti t v km cht lng khin vic iu hnh hot ng phn

phi tr nn kh khn hn.

3.4.2.2. nh hng ca dch cm A H1N1:

Thi im KFC vo Vit Nam khng lu th dch Sars v i dch cm gia cm honh

hnh nhiu nc, tng nh c lc cc chui nh hng KFC trn ton th gii phi

ng ca, nhng do tr nn quen thuc vi nhiu ngi v dch cm gia cm cng

phn no c khng ch nn mn g rn KFC li c n nhn ti nhiu th trng,

trong c c th trng Vit Nam. Tuy nhin, KFC vn phi gnh chu nhng tn tht

kh ln, 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.

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3.4.2.3. Nhiu i th cnh tranh

Th trng Vit Nam hin c xem l ming mi bo b cho cc i gia fastfood, do

KFC ang phi chu p lc cnh tranh t nhiu i th nh: Lotteria, Jolie Bee, v

c bit ng lu l s c mt ca Macdonals trong tng lai. ng trc nhng i

th tn tui v y tim lc pht trin, KFC cn phi tin phong trong vic nghin

cu nhu cu, th hiu khch hng c th to ra nhng sn phm mi, ngon v ph

hp hn vi khu v ca dn a phng. Bn cnh th chin lc gi, qung co,

tip th cng l nhng yu t quan trng m KFC phi cn nhc k lng nhm gi vng

ch ng v vt qua cc i th ca mnh.

3.4.2.4. Vn ha m thc:

D hi nhp kh nhiu trong quan im v n ung tuy nhin KFC vn gp phi mt s

trc trc v vi mt dn tc gn b vi ba cm gia nh, gn b vi ni cm nghi ngt

khi v khng kh m cng mi dp c bit no trong gia nh th vic n mt ni

ng c v khng c khng gian ring nh KFC l mt iu bt tin v khng my vui

v. Th nn ngy cng pht trin, KFC cn nghin cu thm v c mun ca ngi

Vit Nam trong nhu cu n ung nhm mang li nhiu s hi lng hn.

Mt kha cnh ng quan tm na trong thi quen n ung ca ngi Vit Nam i vi

cc mn ch bin t g l, ngi Vit Nam t xa rt thch n cc mn g luc, g

hp. g th phi l g ta, tht thm, dai ch khng b nh g c ch bin ti KFC. Tuy

rng khch hng mc tiu m KFC xc nh l tng lp tr, c bit l tr con, thanh

thiu nin, tuy nhin thc s to c ch ng v tr thnh mn n ph bin th c

l nhng con g trong KFC nn dai hn gn gi vi khu v ca ngi Vit Nam

hn. Khi B m ca nhng a tr thch v nhng a tr cng thch th nhng kh

khn v khong cch vn ha m thc s c rt ngn v KFC c iu kin to nn

ch ng vng chc trc khi Macdonals ln chim th trng bo b nh Vit Nam.

Thm vo , cn bnh bo ph dng nh ang l ni m nh ca khng t ngi dn

mi la tui ti Vit Nam hin nay. Vic n qu nhiu du m, thc n khng m bo

cht lng khin mt lng khch hng khng nh ngi ngn khi n thc n khng domnh ch bin v c bit li c nhiu colestoron gy nguy him cho sc khe. y l

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yu t cng kh quan trng khi KFC xm nhp vo th trng a chung mnh dy

nh Vit Nam.

3.4.3 Thi gian cng s bin i cc yu t v ranh gii gia kh khn thun li

trong hot ng KFC va qua ti Vit Nam

Phn trn nhm nghin cu lit k phn tch ring r cc thun li kh khn m KFC

gp, hin ti ang gp v s gp. Tuy nhin, thc t cc yu t bn ngoi v bn

trong khng ring l hnh thnh nn nhng kh khn thun li n l. Mi s vt, mi

vic u c s xen ln vi nhau trong cc han cnh v nht l khi mt cng ty hot

ng trong th trng quc t v ton cu. hiu r hn KFC khi thm nhp hotng ti nc ta c thun li ra sao kh khn nh th no trong mt th thng nht

cc yu t th nhm nghin cu phn di y s trnh by phn tch vn theo thi

gian v trong s an kt cc yu t.

Ngay t nhng ngy u tin n Vit Nam hay cc th trng quc gia khc, KFC cng

nh cc cng ty ton cu khc hin nhin s gp phi nhng kh khn, phn khn t

pha th trng mi. KFC vp phi s phn khng t vn ha m thc ca ngi

Vit. Mt cng ty kinh doanh g ty n nhanh phi lm cch no thay i thi

quen n g ta cu k ca ngi Vit g kho, luc vi mt hng v thm ngon; tht g

phi dai; g mun ngon l phi i km vi l chanh con g cc tc l chanh. Kt

qu l sao vi KFC? l by nm thm nhp th trng thua l, l by nm KFC hc,

tm cch kinh doanh g ty ti th trng VN, a vn ha g rn n nhanh vo m thc

VN.

thi gian v thay i nh mm ci vi KFC. Th gii nhng nm 2000 lm vo tnh

trng khng hong v an ton v sinh thc phm v Vit Nam cng nng bng vn

ny. Tri qua khng hong, i u vi dch cm u tin l H5N1 sau bin th

thnh H1N1 tng lai s cn nhiu bin th hn, ngi Vit dn thay i thi quen,

cch suy ngh. Ngy nay vi nhu cu ngy cng cao, sng khng ch n no m cn phi

ngon v c li cho sc khe. bo v sc khe ca mnh, di mt s cc thay i do

chnh ph nh nc ra nh - g phi nui cng nghip, c chng nhn giy xut s

- ngi Vit ngy cng quen dn vi v g ty, g cng nghip tht nhiu v b. G ta

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25019912 Chien Luoc Kinh Doanh Kfc Kdqt 1 k32 Dh Kinh Te Tp Hcm 2205[1]

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