Chiu th

PAGE Vi Corn Flavour your life

D N KINH DOANH

ViCorn Flavour your life

A. NI DUNG

1. M u ...1

2. Thng tin v doanh nghip v sn phmV doanh nghip....2

Ca hng ViCorn ..2

3. Phn tch thng tin th trng Mi trng kinh doanh .2

Mi trng php lut ........ 2

Mi trng vn ha.......3

Nguyn vt liu .....3

i th...4

V th..4

im mnh.4

im yu ..6

Khch hng ...6

M t .....6

Thu nhp trung bnh ..6

c im v thi quen...7

S thch..7

4. Phn tch SWOT ..7

5. Chin lc thm nhp th trng Chin lc sn phm .....8

V tr ca hng, trng by..8

Sn phm by bn..8

Qun l ..9

Chin lc gi .10

Chin lc phn phi...11

Chin lc chiu th.11

Mc tiu v vic xy dng hnh nh thng hiu ...11

Ni dung chin lc.12

K hoch t chc thc hin 14

6. Tng kt ...15

B. NI DUNG NH KM

ngha Logo, Slogan ...16

Tc dng ca bp ..17

Danh mc cc sn phm ..19

1. M u

Thc phm l nhu cu c bn ca con ngi, ngy nay khi cuc sng ca con ngi ngy cng c ci thin, mc sng ca con ngi ngy cng c nng cao th nhu cu thc phm ngy cng c yu cu cao hn. T vic nhng n nhng mn ngon, mn l nay li chuyn dn sang nhng mn tt cho sc khe, bn cnh l nhng mn n n tc cc quc gia khc nhau. Th nhng vi nhp sng nh hin nay thng thc c nhng mn ngon, mn l v tt cho sc khe th phi tn rt nhiu thi gian v chi ph i du lch sang nhng nc khc. Chnh v vy nhm chng ti c 1 d n xy dng qun mn n Vit trn t M, nhm gip ngi dn M ng thi cng nh ngi Vit di c ti M c th thng thc mn n Vit mang m bn sc dn tc. Qun n c xy dng da trn nn tng nhng qu bp, t bp ch bin ra nhng mn n mang m bn sc Vit Nam

Vi mc tiu xy ra, chng ti quyt nh la chn th trng M vi 2 l do :

1. y l th trng c sn lng bp hng nm ng u th gii v vy s khng l kh khn cho chng ti trong vn tm kim ngun nguyn liu.

2. y l t nc c lng ngi Vit di c sang ln nht th gii, bn cnh , thun li hn cho vic kinh doanh, chng ti quyt nh chn Los Angeles lm th trng m u bi iu kin kh hu v thi tit ging Vit Nam.

2. Gii thiu thng tin v doanh nghip v sn phm

2.1 Vi nt v doanh nghip

ViCorn l doanh nghip t nhn, kinh doanh v lnh vc thc phm c ch bin t bp. V mt hot ng, doanh nghip xy dng chui ca hng ViCorn hng n mc tiu pht trin theo h thng Franchise.

Vi slogan : Cho cuc sng thm hng v, th hin mc ch ca ca hng rng chng ti khng bn nhng sn phm t bp, m n vi ViCorn, chng ti s bn cm nhn nhng mi v mi l t mn n dn d, l kt tinh ca sn phm ng ni.

2.2 Thng tin v ca hng ViCorn

Thi gian m ca : T 8h sng n 10h m sut tun

Khng gian ca hng : Ca hng gm 3 tng vi mu trang tr ch o l mu Vng xanh nht ca bp, mi tng c din tch 7m x 20m

Tng 1 : Dnh cho khch khng c nhiu thi gian, c trang tr bng hnh nh cnh ng bp, to s th thi cho khch hng.

Tng 2 : Dnh cho khch hng l gia nh, i ng ngi v dnh thi gian ngi li lu v thit kt thong ng ginh cho tr em

Tng 3: c s dng linh hot vi mc ch to s ring t cho khch hng v ph hp cho nhng bui hi hp hay t chc tic.

Hnh thc trang tr :

Ca hng c trang tr linh hot ty theo mi tng. Tuy nhin tt c u phi s dng hng ha t bn gh n vt dng trang tr c xut x t Vit Nam.

Cc yu t khc :

Kin trc ca ca hng c p dng h thng iu ha nhit ca Nht Bn v hn ch s dng my lnh to khng kh thong ng, ng thi kt hp s dng pin mt tri.

Nhng dng c trang tr trn bn, mung, na, tm u c ch bin t bp

Nhng bao b, ng gi dnh cho khch hng em v u phi m bo tiu chun thn thin vi mi trng.

Rc thi c phn lai v p dng cng ngh x l mi.

3. Phn tch thng tin th trng

3.1 Mi trng kinh doanh

3.1.1 Mi trng php lut

Thu tc ng k kinh doanh

Chnh sch hn ch m cc ca hng kinh doanh thc n nhanh truyn thng

Th tc c tr li trong vng 15 ngy

S dng lao ng

Phi ng phc li bo him cho ngi lao ng

ng k quyn s dng lao ng ty theo m hnh kinh doanh

V sinh an tan thc phm

ng k ngnh hng sn xut, cc tiu chun v sc khe, bo v mi trng, phng chng dch bnh

3.1.2 Mi trng vn ha

Ngi M rt thch mn n Vit. Nhiu ca hng m thc Vit trn t M c dn M cng nh Kiu bo M n nhn nng nhit. Ngi ta thy hng v ti mt, hng v rt c bit ca thc n Vit Nam, rt khc vi thc n ca Thi Lan hay Trung Hoa l nhng thc n rt ph bin ti y.

Chn hn NewYork c Viet Coffee l t hp phng n, phng tranh ca b Cao Trn Lan. Ph 501 Hartfofd; hay Ph 705 Washington. Nh hng Vinh Chau trung tm Springfield. Hay qun Bambuza SeattleKhng th k ht nhng qun n c a chung ca ngi Vit M. l nhng qun n do ngi Vit m phc v dn mnh v c dn bn x cng nh nhng ngi t nhiu ni khc n sinh sng ti M.

3.1.3 Nguyn vt liu v dng c trang tr

i vi nguyn liu u vo : M l t nc c din tch trng bp rt ln, nng sut cao, nhng bp M c nhng c tnh khng th p ng yu cu ch bin nhng mn n nh bp M khng c do cn thit, nh nu ch- bp i ng bp, nc i ng nc, ng i ng ng, rt k khi. M hu ht nhng mn n ca ta u cn do ca ging bp Vit, nn cn thit phi nhp ngun nguyn liu chnh t Vit Nam. Nhng mn nh: bp luc, bp rang, cm bp, bp nng ta c th dng nguyn liu ti ch. Vic nhp nguyn liu t Vit Nam qua M, v chng ta nhp vi s lng rt nh, dng cho ch bin mn n mt vi ca hng th khng c vn g kh khn, min l m bo cht lng v sinh an ton thc phm; mt iu na l nhng mn cn phi dng bp t nc ta mang qua u khng cn bp nguyn qu nn chng ta c th s ch ti Vit Nam, ch mang bp ht c tch ht sang M, nh vy s gim chi ph vn chuyn, trong cch ny iu cn ch l vic bo qun bp iu kin thch hp bp gi c ngt, do cn thit. Vn chuyn bng ng hng khng th thi gian vn chuyn nhanh, iu kin bo qun tt nhng ph vn chuyn t hn bng ng bin rt nhiu.

Cc dng c nh tm, mung, hoa trang tr t bp c nhiu trn th trng M

Cc sn phm trang tr nh tranh, bn gh c xut x t Vit Nam cng c xut sang M.

3.2 i th

3.2.1 V th

Ca hng Vicorn l first mover ti th trng Los Angeles v mt hng bp ni chung, v cc mn n t bp ni ring. Tuy nhin, cc i th gin tip ca ca hng chnh l cc ca hng thc nhanh ni ting : Arbys, Subway v ca hng Vit caf

3.2.2 im mnh

Cc ca hngHnh thcMenuKnh phn phi

Arbys Mu sc ch o l mu cam , d nhn, d nhn

phong cch ni tht chim t din tch, d di chuyn

phong cch phc v chuyn nghip

Logo : hnh m cao bi

slogan Im thinking Arbys

Ca hng dng Franchise Menu rt a dng, nhiu s la chn cho khch hng

Ch o l mn Roast beef , cc loi sandwich

Cc loi khu phn dnh cho i tng tr em

i u trong vic s dng nguyn liu t nhin trong thnh phn mn n( ko ph gia c hi)- Bn trc tip ti ca hng

- Bn qua t hng trn mng v in thoi

Subway Hng n cung cp cng c v kin thc v dch v ca hng thc n nhanh

H thng nh hng, mi nh hng c 1 phong cch ring

Trong khu vc nh hng c cc substore chuyn bn vt dng : qun o th thao, ym n em b, nn, bng bu dc . C logo sway

Ca hng dng Franchise Ch yu l bnh m mm v tuna

Hng n n ngon v tt cho sc kho

a dng thc n, c bit cso menu dnh ring cho nhm i ng ngi( gia nh, nhm bn b, nhm lm vic)

Thc n dnh ring cho tr em ( phn n c ung v snack)

- Bn trc tip ti nh hng

- Phn phi qua in thoi v t hng trn mng

Viet caf- Ca hng thun vit, cc loi thc vt c trng ca Vit Nam

- Phong cch trang tr kt hp u

- Khng gian bp m- Cc mn n thun Vit( ph, bn, nem)

- Bn trc tip ti ca hang

Chiu th

Qung co Khuyn miPR

Arbys Xy dng website theo phong cch n tng, cc hnh nh ng hp dn, khu vc dnh ring cho game tr em

- Lin kt cc trang ca chnh quyn,shopping chanel, cc trang web du lch,trang vng, cc tp ch- Tng Coupon trc tuyn trn website khi ng k l thnh vin

- Cc phn n trn gi vi gi 5USD website

-c mc dnh ring cho thiu nhi( tv show)

- thi clip ca khn gi v qu trnh n king, gim cn

chin dch ku gi ko n thc n ko c li cho sc kho ( 2008)

i vng quanh nc M gii thot nhng ngi an s dng thc n khng c li

M rng quy m lin tc bng cch tun ngi mi ni i qua( video contest on website)

Subway- Xy dng website bt mt, nh hnh thc 1 t bo it t

- n t hng qua mng v cng bt mt

- Cc substore vi sn phm mang logo subway Chng trnh gip x h

1.Going Green: cc hi ngh v mi trng,

2. knh truyn hnh ring

- knh truyn hnh ring trn internet

- tranh ch c phn dnh cho sinh vin hc sinh nghin cu phng thc kinh doanh

Vit caf- Bi gii thiu trn trang vng ca chnh quyn

3.2.3 im yu

STTCa hngNi dung

1Arbys Ch yu l traditional fastfood

sn phm thc n nhanh l sn phm cha c li cho sc kho

cha c nhiu hoa qu, cc loi sn phm t nhin khng m trong menu( ngoi tr salad)

khng gian rng, tuy nhin cha a dng khng gian cho mi loi sinh hat ( yn tnh, lng mn, gia nh..)

2Subway Fastfood truyn thng

Nh hng khng c thng nht chung trong phong cch trang tr

Cha to iu kin cho nhng ngi c nh cu mang i

Cha c nhiu hoa qu v sn phm tt cho sc kho( ngoi salad)

H thng khuyn mi cha r rng

3Vit caf Thi gian ch gi mn lu

Cc mn n tn nhiu thi gian ch bin

Ch ph hp cho nhng ngi c nhiu thi gian, cc ba n ti

Cha c khu vc hay thc n cho tr em

Khu vc nh hng kh nh, khng gian bp m nn c t nhiu gy kh khu

3.3 Khch hng

3.3.1 M t

Khch hng l gii tr M t 13 25 tui.

3.3.2 Thu nhp trung bnh

GDP ( 2005) : 639 t USD

Tc tng trng : 2.2%

Xp hng ( theo MasterCard ): 17

Dn s ( 2007) : 12,5000,000

Sc mua (ly quy chiu New York=100): 120%

3.3.3 c im v thi quen

Gii tr M ngy nay coi trng gia nh. Trn 73% ngi c hi cho rng h cm thy hnh phc khi bn gia nh ( t 13 n 24 tui )

Ngy nay, gii tr M tiu dng tn tin hn v tit kim tr thnh li sng snh iu. Cc ca hng bn l c doanh thu cc mt hng dnh c