8/2/2019 VanLuong.blogSpot.com KFC
1/37
NH GI CHIN LC THM
NHP TH TRNG VIT NAMCA KFC
Nhm 1: Trn Ngc Bnh AnL Th Khnh Chi
Dip HTrn Th Thanh Ho
1
8/2/2019 VanLuong.blogSpot.com KFC
2/37
NI DUNG1
GII THIU VKFC
2
TH TRNGTHC NNHANH VIT NAM
3
NH GICHIN LCTHM NHPTH TRNG
VIT NAMCA KFC
2
8/2/2019 VanLuong.blogSpot.com KFC
3/37
1.1 Lch shnh thnh KFC- KFC Corporation, c tr s tiLouisville, Kentucky, l chui nhhng chuyn v g ni ting nht
thgii,
1. GIITHIU V KFC
- Qu trnh pht trin ca thng hiu KFC gn lin vi cuc i ca ColonelHarland D. Sanders,
- Mi ngy, hn 12 triu khch hng cphcvti nh hng KFC ti 109 qucgia v vng lnh th trn thgii. KFC ahn 5.200 nh hng Hoa K v hn15.000 nv trn ton thgii vo hotng,
- KFC l ni ting thgiiv cng thc rn g Original Recipe - c tobicng mt cng thc pha trn bmtca 11 loithomc v gia v khc nhau,
3
8/2/2019 VanLuong.blogSpot.com KFC
4/37
1.1 Lch shnh thnh KFC- KFC l mtphnca Yum! Brands, Inc.,
1. GIITHIU V KFC
-im qua nhngmc son trn chngnghnh thnh v pht trinthnghiu KFC:
Nm 1930: Harland Sanders mnh hng u tin ca mnh trong mtcn phngnh pha trccamttrmxngti Corbin, Kentucky.
Nm 1936: Nh hng ca ng trnn ni tingnni Harland Sanders c thngc bang Kentucky trao hun chngColonel ghi nhnsnggp ca ng cho nnmthcca bang.
4
8/2/2019 VanLuong.blogSpot.com KFC
5/37
1.1 Lch shnh thnh KFC
1. GIITHIU V KFC
Nm 1952: Cng vicnhngquyn kinh doanh g rn ctin hnh lnu.
Nm 1969: KFC c nim ytti sn giao dchchng khon New York.
Nm 1982: KFC trthng cng ty con ca RJ Reynolds Industries, Inc.
Nm 1986: PepsiCo, Inc mua li KFC t RJR Nabisco,Inc.
Nm 1997: PepsiCo., Inc cngbb ba nh hng thcn nhanh- KFC, Taco Bellv Pizza Hut- thnh Tricon Global Restaurants, Inc, sau i tn cng ty thnhYUM! Brands, Inc.
Nm 2009: KFC lt vo top 100 thnghiu c gi trnhtthgii do MillwardBrown Optimor nh gi.
5
8/2/2019 VanLuong.blogSpot.com KFC
6/37
1.2 Tnh hnh hot ng
1. GIITHIU V KFC
-Lnhvc kinh doanhsnphm: KFC l nh hng thcn nhanh chuyn v g. Ccsnphmcadng ha to nn nhiu nhm, loi v mn n khc nhau
- KFC chia thcn thnh 10 mcvi cc mn adng phong ph:
Cc mn g
Plated meals: Mn nphcv theo kiu gia nh Flavors & snacks: Phn g rn cphst chua cay tao nn s
khcbitvi cc mn truynthng Bowls: thcnng trong t,
Sandwiches
Desserts
Sides: nhng mn km theo chobancathc khch thm adng v phong ph.
Kids: Thcn cho tr con
Salads
Cc loihpphn khc nhau. 6
8/2/2019 VanLuong.blogSpot.com KFC
7/37
1.2 Tnh hnh hot ng
1. GIITHIU V KFC
-Ccutchc: Ngy nay KFC c hn 10,000 nvhotng trn hn 79 qucgia, doanh thu cahthng KFC tiM l khong 4 triu USD.
- KFC c khong 273,800 nhn vin trn ton thgii.
USA International World Wide
Company 1,633 1,129 2,762
Franchised 3,441 3,619 7,060
Licensed 58 61 119
Joint venture - 482 482
Total 5,132 5,291 10,423
World Wide 273,800
International 153,400
USA 120,400 7
8/2/2019 VanLuong.blogSpot.com KFC
8/37
1.3 Trit l kinh doanh
1. GIITHIU V KFC
To be the leader in western stylequick service restaurants through
friendly service, good quality foodand clean atmosphere - Tr thnhngidnu trong lnhvcphcvthcn nhanh theo kiu Typhng
thng qua dchv thn thin,thcncht lng cao v khng gian tronglnh thong ng.
8
8/2/2019 VanLuong.blogSpot.com KFC
9/37
2.1 Phn tch P.E.S.T
2. TH TRNGTHC N NHANH VN
- Ccyutthch,lutphp:
Vit Nam ccngngquctnh gi cao vmcnnh chnh tr x hi.
Cng tc qun l v iu hnh vm: nhy bn, quyt tmv hiuqu.
P
E
- Ccyutkinh t:Nn kinh tVit Nam trong thp nin1990 c nhiuchuynbin tch cc.
Tnm 1991, nn kinh tVit Nam khisc: tctngtrng GDP tng qua cc nm.
Trong cc ngun vn u t vo Vit Nam, vn ODAchimttrngln v c duy tr mcnnh.
9
8/2/2019 VanLuong.blogSpot.com KFC
10/37
2.1 Phn tch P.E.S.T
2. TH TRNGTHC N NHANH VN
- Cc yutvn ha x hi: Vit Nam l mt trong nhngquc gia ng dn trn thgii,ccu dn str,chyutp trung nng thn.
Vmt tn gio: t do tn ngng v a tn gio.Vvn ha: ngiVit Nam c xu hng thch nuntinh v coi trng khng khmm gia nh.
S
T
- Ccyutcng ngh: chnhphVit Nam c chtrng
ut cho khoa hccng ngh thng qua nhiu hnh thcui.
Nm 2001, Vit Nam btu thchinLut KH&CN, Nhnc dnh 2% tng chi ngn sch/nmut cho KH&CN.Do s tng trng kinh tnnhcatnc trong gn 10
nm qua, mc chi ngn sch cho KH&C tngtngng. 10
8/2/2019 VanLuong.blogSpot.com KFC
11/37
2.2 Tng quan th trng thc n nhanh VN
2. TH TRNGTHC N NHANH VN
-Vit Nam cnh gi l mtthtrnghpdnivi cc tpon kinhdoanh thcn nhanh.
- Theo c tnh ca cng ty kho st th trng Euromonitor, doanh thu cakhu vc fast food Vit Nam cn khim tn
0
5
10
15
20
25
Doanh thu (t VN) 12.5 19.6 13.5 16 20.1
1999 2002 2004 2007 2009
-Chkhong 10% dn s c thi quen sdng fast food -> khong 90%ngi tiu dng Vit Nam cha quen vithcn nhanh s l chi cc
nh kinh doanh khai thc. 11
8/2/2019 VanLuong.blogSpot.com KFC
12/37
2.2 Tng quan th trng thc n nhanh VN
2. TH TRNGTHC N NHANH VN
-nhngim bn fast food Vit Nam, phong cch cng nghipdngnhgimhn.
- Giao thngbng xe gn my khng thuntin v khng tochi cho ngi
tiu dng c thva li xe, va dng thcn nhanh.- Mi trng kinh doanh ngy cng ccithin v qu trnh hinhp kinh tquctcaVit Nam cngs l nhng nhn t thc ymnhms pht trinca fast food v tnh cnh tranh cathtrng ny.
Chng ti nh gi y l th trng tim nng v s tng trng rttt trong thi gian sp ti nn ch thn tp on (Jollibee) s ut vn ln hng triu USD, t chc cc lp hc bi bn, a ngiVit Nam ra nc ngoi hun luyn chun b m hng lot ca
hng thc n nhanh ti cc tnh v thnh ph ln trn ton Vit Nam
12
8/2/2019 VanLuong.blogSpot.com KFC
13/37
2.3 Phn tch 5 p lc cnh tranh vi KFC
2. TH TRNGTHC N NHANH VN
Mccnh tranh (Degree of Rivalry)
-Trong giai on khi KFC c nh thm nhpthtrngVit
Nam, ch c mtsithngk trong ngnh tithiimny: Jollibee, Lotteria, Chicken Town
- Cc doanh nghip trong nc thc s b ng th trngtimnng ny.
- Tng lai s c nhiui gia dm ng vo ming bnh bobny, v vy tnh cnh tranh ca ngnh s ngy cng trnn gaygthn. cbit khi Vit Nam hinhp ngy cng su vo nnkinh tthgii.
13
8/2/2019 VanLuong.blogSpot.com KFC
14/37
2.3 Phn tch 5 p lc cnh tranh vi KFC
2. TH TRNGTHC N NHANH VN
Nguy cThay th (Threat of Substitutes)
-Vit Nam l mtnc nng nghip,li c vn ha mthcrt phong ph v adng v th nguy ct nhm snphm ckhnng thay th ny khngphi l nhivi cc hng thcn nhanh: cm, bnh tbtgo,phv bn,
- Con ngiVit Nam vn a chung m thc cho nn nnm thc Vit Nam cng rt pht trin vi rt nhiu mn nngon, hpdn vbtmt.
14
8/2/2019 VanLuong.blogSpot.com KFC
15/37
2.3 Phn tch 5 p lc cnh tranh vi KFC
2. TH TRNGTHC N NHANH VN
Scmnhca khch hng (Buyer Power)
-Khch hng chyucathcn nhanh chyu l khch hng l.- Khi kinh t pht trin, mi gia nh ngi Vit Nam sn sng chi tr cao hn chonhngban ngon ming v chtlng.
- asngi tiu dng v ang quan tm nvnchtlng v sckhe.
- Dns
ng, nhucu
ngnh hng l
ngthc
thc
phm
rt
ln
.ng
thi
dns
tr
c nhu cuthhin cao, to ra nhu culn cho cc ngnh hng cao cp.
-NgiVit khng h thch v bo ngy m li l imctrngca cc snphmthcn nhanh ca KFC.
-Nhiuv b biv an ton thcphmkhinngi tiu dng mt lng tin vo thc
phmcc hng qun. 15
8/2/2019 VanLuong.blogSpot.com KFC
16/37
2.3 Phn tch 5 p lc cnh tranh vi KFC
2. TH TRNGTHC N NHANH VN
Scmnhca nh cung cp (Supplier Power)
-Trngtrt v chn nui l hai ngnh chnh rt pht trinVit Nam.
- Vnt ra y l KFC slachnngun nguyn liunh th no: thu mua nguyn liu t do vi gi r, chnngun nguyn liu c mbo vi gi cao hn hay chngtongun nguyn liu cho ring mnh?
16
8/2/2019 VanLuong.blogSpot.com KFC
17/37
2.3 Phn tch 5 p lc cnh tranh vi KFC
2. TH TRNGTHC N NHANH VN
Cc ro cn gia nhp (Barriers to Entry)
-Nhng ro cn gia nhp ngnh l nhngyut lm cho vic gianhp vo mt ngnh kh khn v tn km hn.
- VN th cc hng thcn nhanh ch yu mich phn b nhng thnh ph ln,ng dn c v c mcsng kh cao cho
nn hthng phnphicahchac coi l pht trin v rngkhp.
Tnhng phn tch trn c thnhn thy ro cn gia nhpngnh cngl khng cao.
17
8/2/2019 VanLuong.blogSpot.com KFC
18/37
2. TH TRNGTHC N NHANH VN
Bng 2.1: Bng sc ht quc gia
Sc Ht Th Trng Trng s (%) im im x Tr.S
1. Quy m th trng 20 8 160
2. Tng trng th trng 20 8 160
3. Bin ng th trng 10 6 60
4. iu kin cnh tranh 10 6 60
5. iu kin ngn cm th trng 10 7 70
6. Quy ch ca Chnh ph 15 6 90
7. n nh kinh t- chnh tr 15 8 120
Tng 100% 720
18
8/2/2019 VanLuong.blogSpot.com KFC
19/37
2. TH TRNGTHC N NHANH VN
Bng 2.2: Bng sc cnh tranh ca cng ty
Sc mnh cnh tranh cng tyTrng s
(%)im
im xTr.S
1. Th phn 10 0 0
2. Kh nng, trnh marketing 15 9 1353. S ph hp ca sn phm 15 7 105
4. Hnh nh ca cng ty 20 8 160
5. S d m ph 5 9 45
6. V tr cng ngh 10 8 807. Cht lng sn phm 10 9 90
8. Cht lng ca h thng phn phi & dch v 15 9 135
Tng 100% 750
19
8/2/2019 VanLuong.blogSpot.com KFC
20/37
2. TH TRNGTHC N NHANH VN
Chi phi/ Gimu t/ Lin
doanh
Thu nhp/Gimu t/ Nhng
quyn
Chin lcla chn
u t /Tng trng
750
720
Bng 2.3: Ma trn sc ht quc gia v sc cnh tranh cng ty
20
8/2/2019 VanLuong.blogSpot.com KFC
21/37
21
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.1 Phn tch ma trn SWOT
Danh ting (S1)Dch v khch hng tt (S2)Tim lc ti chnh mnh (S3)V tr kinh doanh v h thng phn phi (S4)Cam kt v cht lng (S5)Tnh a dng ca sn phm (S6)
Gi c tng i cao (W1)Ngun nhn lc khng n nh (W2)Khu v cha ph hp vi khu vngi Vit Nam (W3)
i th cnh tranh (T1)Sc khe ngi tiu dng (T2)Dch bnh xut hin ngy cngnhiu (T3)
S bng n v nhu cu (O1)
Quan h vi cc nh cung cp (O2)Xu hng snh ngoi (O3)Xu hng i n ngoi tng cao (O4)Ngi tiu dng quan tm hn n sckhe v v sinh an ton thc phm (O5)Tn dng nhng sng kin, tng ca cc
Franchisee (O6)
8/2/2019 VanLuong.blogSpot.com KFC
22/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.2 Phn tch qu trnh la chn m hnh u t
- KFC International bn hpng Master franchise, thnh lp cng ty lin doanhKFC ti th trngVit Nam, thchinvicmv qun l chuica hng kinhdoanh.
- KFC chn thnhphH Ch Minh l imnu tin v y l thnhph dn sng, thu nhp cao, lisnghininhtthiim.
- Cc ca hng KFC Vit Nam u c mts thngnht,d dng nhn thyvitng mu ,trng, v hnh nh ng Sander.
- Ca hng KFC v unmtrung tm thnhph,nigntrnghc, ngay ng 3,ng 4, ti cc trung tm mua sm, siu thnitinggingnh m hnh cc nckhc.
22
8/2/2019 VanLuong.blogSpot.com KFC
23/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.3 Phn tch th trng Vit Nam3.3.1. Phn onthtrng
- Phn onthtrng theo v tra l
- Phn onthtrng theo nhn khuhc3.3.2.Lachnthtrngmc tiu
3.3.3. Chinlcnhv
- Xc nhithcnh tranh-Nhnthccangi tiu dng v cc ithcnh tranh
- nh gi v trca cc ithcnh tranh
23
8/2/2019 VanLuong.blogSpot.com KFC
24/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.4 Chin lc Marketing -mix ca KFC ti th trng Vit Nam
3.4.1. Chinlcsnphm
- Trung thnh vi cc snphm truyn thng. Ngoi ra cn c nhng mn nmi ph hpvimthcVit Nam.
- Kch thc, mu m cng c thay i ngkhuvhnvingiVit Nam.
- Tos khcbit ha so vi cc snphm khc.
-Nm 2001, KFC tin hnh k hoch pht trinsnphmmiSoulFood. Trong cc nm 2004v 2005, KFC tin hnh chin dch mang tnSingingsoul.
24
8/2/2019 VanLuong.blogSpot.com KFC
25/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.4.1. Chinlcsnphm
- KFC cbit quan tm nsckhoca khck hng: thay i
loidu chin g tchtbo.- KFC chng xy dngmtmi quan hmtthitvi cc nhcung cp uy tn v mbo cht lng trn th trng. Tt cnguyn liu s dng uphi c chng nhn kim dch ca c
quan chcnng.
3.4 Chin lc Marketing -mix ca KFC ti th trng Vit Nam
25
8/2/2019 VanLuong.blogSpot.com KFC
26/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.4.2. Chinlc gi
- Trong sut thi gian u thm nhp th trng Vit Nam,
KFC sdngchinthutnh gi thm nhpthtrng,sdng gi thp thu ht thphn ln trc khi cc i thuikp.
3.4 Chin lc Marketing -mix ca KFC ti th trng Vit Nam
- KFC iu trong vickthp
gi ccphnn.- KFC c nhng tng cnhtranh bng nhng chng trnhkhuyn mi mil.
26
8/2/2019 VanLuong.blogSpot.com KFC
27/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.4.3. Chinlc phnphi
- KFC to dng mt chui ca hng rng
khp cc tnh thnh.- i ng nhn vin giao hng ng o,giao hng ntn nh trong thi gian nhanhnht.
3.4 Chin lc Marketing -mix ca KFC ti th trng Vit Nam
- Trong nhngnmu, KFC chyuchnaim tinhngsiu th v trung tm thngmi. Khi nhnthyhthng siu th,trung tm thng mi ti Vit Nam pht trin khng nhanh,gny KFC chng thu nhngcn nh mtngm
nh hng ring. 27
8/2/2019 VanLuong.blogSpot.com KFC
28/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.4.4. Chinlc chiu th
- Chin lc qung co ca KFC tp trung xy dng hnh nh
thnghiu,tos quen thuc cho ngi tiu dng vmt cchnmilnhngniting trn thgii l: fastfood.
- Qung co trn ccphngtin in n: bo ch, tp ch; trn ccphng tin in t: truyn hnh, internet. T chc qung co
ngoi trinh: pan, p-phch,bnghiu, pht leaflet- KFC khi to nhng phong cch sng mi cho gii tr thngqua cc chng trnh cah. Chindchqung co ca KFC cnglun tr trung, mil v nhngphn qu hpdn c th khai
thc s ch ca khch hng.
3.4 Chin lc Marketing -mix ca KFC ti th trng Vit Nam
28
8/2/2019 VanLuong.blogSpot.com KFC
29/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.4 Chin lc Marketing -mix ca KFC ti th trng Vit Nam
3.4.4. Chinlc chiu th
- Khi s khc bit cbn v tng mu tiu biu khng cn,
KFC khngnh mnhbng slogan:
Khng cn nh vo th gic m nh vo scm th trnuli.
- KFC cng tch cc tham gia vo cc hotng x hinhmqung b thnghiuca mnh.
29
8/2/2019 VanLuong.blogSpot.com KFC
30/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.5.1. Thnh cng
3.5 nh gi
- KFC to nn mt tro lumi trong giitr,n KFC khng chthngthc mn n, m cn thngthcmt phong cch hiniang
phbin trn thgii. KFC binca hng cahtrthnh nigpmtcabn b, ngnghip
- Theophnhicathc khch, hin nay KFC pngc cc nhucuchyuca khch hng vcht lng mn n, thi gian chi,phong cchphcv,sadngcathcn
- KFC xy dngc hnh nh v thnghiuca mnh.KFC gp phn hnh thnh nn ngnh cng nghip thcn nhanh Vit Nam, cng cho thys thnh cng camthnh thc kinh doanh hiniFranchising .
30
8/2/2019 VanLuong.blogSpot.com KFC
31/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.5.1. Thnh cng
3.5 nh gi
Dngnhnhp snghih, ai cngbnrn v vy KFC gii quyt ci bng icho nhiu khch. Hchmt 1 pht gi mnv 15 pht n thay v lang thang hng gingoi ch v hn 1 tinglihinunngtrong bp.
Thi gian nghtrach c hn 1 ting, v vy mnhv bn b thngchy ra KFC gimtsutcmg. Mn n y khng ch l, khng gian qunp m gi cn rtmm. Chvi 40.000 ngbn c mtsutcm g ngon tuyt.
T khi KFCmca hngu tin tiHunh ThcKhng, ngy noi lmv ticng gh qua mua.u tinn v t m, sau thy ngon, nnhin gianh ti dngthng xuyn. Cc mnnca KFCcngrtngon, hpkhuvvv sinh.
31
8/2/2019 VanLuong.blogSpot.com KFC
32/37
3. NH GI CHIN LC THM NHPTH TRNG VIT NAM CA KFC
3.5.2.Hnch
3.5.2.1. Hthng phnphi
- TiVit Nam cc ca hng ca KFC chmixuthin1 stnh thnh
phlnnh TPHCM, HNi,ng Nai3.5.2.2.Nhiuithcnh tranh
Th trngVit Nam hinc xem l mingmi bo bcho cc igia fastfood trn thgii v cnhng doanh nghip trong nc.
3.5.2.3. Vn ha mthc
KFC kh thay i c quan im xem trngba cm gia nh cangiVit Nam. Bn cnh,cnbnh bo ph dngnhang l nim nhca khng t ngi dn milatuitiVit Nam hin nay.
3.5 nh gi
32
8/2/2019 VanLuong.blogSpot.com KFC
33/37
4. MT S KIN NGH CHO KFC VN
- Tiptctonim tin cho khch hngbngvicmbosdngngun nguyn liusch.
- Lm phong ph hn thc n ca mnh nh
dng nguyn liuchbin t g ta vi cc mng luc,hp hay nng
- Trong mi khuphn n, tng thm lng rauqu khng b ngn v nhm chn khi n. Sdngb sung thm nc tri cy p
- ut chobphn R&D nhm nghin cucitincht lngsnphm theo hng c li chosckhe.
4.1 i vi chin lc sn phm
33
8/2/2019 VanLuong.blogSpot.com KFC
34/37
4. MT S KIN NGH CHO KFC VN
- cc mn nca KFC cngi tiu dng sdnghng ngy vthng xuyn, KFC cn a ra nhiu mc gi cnh tranh hn, phhphn.
- Tiptc duy tr bn snphm theo kiuphnn,chngtonhiuthcn/comboadnghn,hp ti tinngi tiu dng hn.
4.2 i vi chin lc gi
34
8/2/2019 VanLuong.blogSpot.com KFC
35/37
4. MT S KIN NGH CHO KFC VN
-Tiptcmrngmnglivihthngnhngquyn trn khpcnc,chyunhvti cc thnhph,th x ang c tcthha cao. Qun l chtchhthng phnphi,mbosngnht
vchtlngcc ca hng trn khpcnc.- Tiptc pht trinhthng giao hng tnni,cithincht lngingcngnh quy trnh giao hng mbongthi gian giaohng.
- Trong ca hng to nhng khng gian khc nhau ph hp vitngitng.
4.3 i vi chin lc phn phi
35
8/2/2019 VanLuong.blogSpot.com KFC
36/37
4. MT S KIN NGH CHO KFC VN
- Tip tcqung b trn cc phng tin truyn thng v cc phng tincng cng.
- Tngcng cc chng trnh khuyn mi hay gim gi.
- Nhn vin lun c phong cch phcv nhanh nhn, vui v,nhit tnh vikhch hng.
- Gimcaca nh hng c thbtusmhnt 7h ph hpvigiihc v i lm cangiVit Nam.
- Sdng nhm nhhng l nhng ca s,din vin thn tngcagiitui teen v thanh nin hin nay qung b hnh nhca KFC nhm li kothm nhiu khch hng mc tiu.
4.4 i vi chin lc chiu th
36
8/2/2019 VanLuong.blogSpot.com KFC
37/37
CM N S CH THEO DI CA THY
V CC BN
37