Banh Tart KFC

K hoch Marketing

GVHD: Ths. L Quang Vit

MC LC1. Tng quan v k hoch......................................................................................2 2. Phn tch tnh hnh bn trong cng ty................................................................2 2.1. Gii thiu v cng ty, lnh vc hot ng, v th cng ty trn th trng, uy tn n tng i vi khch hng............................................................................2 2.2. Thng tin v ngun nhn lc v knh phn phi.......................................4 2.3. Nng lc ch bin v tnh hnh sn xut....................................................5 2.4. Ngun lc v ti chnh v mt s sn phm hin nay ti Vit Nam..........5 2.5. Cng ngh ch bin....................................................................................7 2.6. Cht lng sn phm.................................................................................7 3. Phn tch tnh hnh bn ngoi cng ty...............................................................8 3.1. Thng tin chung v th trng thc n nhanh............................................8 3.2. Tnh hnh cnh tranh..................................................................................9 3.3. Nng lc cung cp sn phm...................................................................10 3.4. Th trng mc tiu.................................................................................11 3.5. Ngun nguyn liu u vo.....................................................................12 3.6. Tc ng ca cc nh ch php l Nh nc.........................................13 3.7. Xu th pht trin i mi.........................................................................14 4. Phn tch SWOT..............................................................................................16 4.1. im mnh...............................................................................................16 4.2. im yu..................................................................................................17 4.3. C hi.......................................................................................................17 4.4. Thch thc...............................................................................................18 5. Cc chin lc c th......................................................................................19 5.1. Chin lc sn phm................................................................................20 5.2. Chin lc gi..........................................................................................20 5.3. Chin lc knh phn phi......................................................................22 5.4. Chin lc chiu th.................................................................................22 6. K hoch v kinh ph.......................................................................................23 7. K hoch pht trin ngun nhn lc................................................................24 8. Lch thi gian thc hin..................................................................................24

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K hoch Marketing


K HOCH MARKETINGTn k hoch Marketing: Ngon - B - R Sn phm: Bnh trng (Egg Tart) Cng ty: KFC Ngi lp k hoch: Nhm Marketing

1. Tng quan v k hochTrong giai on hin nay, th trng thc n nhanh ca Vit Nam ang tin trin mt cch nhanh chng, v vy m ng trm trong ngnh thc n nhanh ny l KFC tng ni nh, ni m vi g rn KFC, ang phi cnh tranh vi rt nhiu i th cnh tranh giu tim nng trong nc cng nh nhng n v kinh doanh thc n nhanh ni ting trn th gii nh: Ph 24, Jollibee, Lotteria cng c v tr hin c ca cng ty trong lng khch hng cng nh nng cao thng hiu ca cng ty trong lng khch hng, cng ty cn c nhng bin php t lm mi mnh, nhm thu ht v gi chn khch hng. K hoch Marketing m nhm chng ti a ra nhm mc ch mang li s mi l trong lng nhng khch hng cha v tng bit n cng ty KFC.

Sn phm Marketing: Tn loi sn phm: bnh trng KFC (Egg tart).

i tng s dng chnh: Nam n thanh nin ti di 30. Chuyn dng: p ng nhu cu trng ming sau ba n chnh, n sng cho gii tr hin nay. Tnh nng c bit: mang c tnh ca cc loi bnh ngt Vit Nam

tuy nhin vi cng thc c bit hn ch c lng ng v cht bo ph hp vi mi i tng k c nhng ngi mun gim cn, n king.

Thi gian tung sn phm: 30/04/2010 - ht dp quc t thiu nhi

01/06/2010

2. Phn tch tnh hnh bn trong cng ty2.1. Gii thiu v cng ty, lnh vc hot ng, v th cng ty trn th trng, uy tn n tng i vi khch hng.2

K hoch Marketing


2.1.1. Trn th gii G rn Kentucky (KFC), nhn hiu c tin phong bi ng Harland Sanders, pht trin v tr thnh mt trong nhng h thng phc v thc n nhanh ln nht trn th gii, vi hn 1 t ba n ti KFC c phc v hng nm trn hn 80 quc gia khc nhau. Nm 1955, t tin vi cht lng mn g rn ca mnh, ng t pht trin v thnh lp Doanh nghip nhng quyn thng hiu. Xp x 10 nm sau, Sanders c hn 600 franchise US v Canada, v nm 1964 ng bn phn li nhun 2 triu ca mnh trong cng ty M cho mt nhm cc nh u t, trong c John Y. Brown JR, ngi sau ny tr thnh thng c bang Kentucky. Di s qun l ca ngi s hu mi, tp on G Rn Kentucky pht trin mt cch nhanh chng. Cng ty thc hin c phn ha ra cng chng vo nm 1966 v c lit k trn th trng chng khon New York vo nm 1969 v c mua li bi PepsiCo vo nm 1986. n nm 1997 PepsiCo chuyn h thng nh hng thc n nhanh, bao gm c nhn hiu KFC, sang mt cng ty v nh hng c lp, gi l Tricon Global Restaurant. Ngy nay, cng ty nh hng (hin gi c gi l tp on Yum!Brands) l tp on ln nht th gii v s lng ca hng vi gn 35.000 ca hng trn khp 110 quc gia. V sn phm: 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. 2.1.2. Vit Nam 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 ca3

K hoch Marketing


hng ti nhng tnh, thnh nhiu tim nng nh 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. 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 nhanh c 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. 2.2. Thng tin v ngun nhn lc v knh phn phi vit nam, hin nay KFC c n hn 2000 nhn vin ang sng v lm vic vi phng chm Work hard Play hard. Theo KFC Vit Nam cng thc chnh dn n thnh cng ca doanh nghip l lun nng cao nng lc lm vic ca nhn vin tha mn khch hng v tng li nhun. Bn cnh KFC lun cam kt to mt mi trng lm vic a dng, nng ng v tt nht cho ngi lao ng. Nh ni trn, hin KFC c n 72 ca hng trn c nc cc thnh ph ln nh: H Ni, Thnh ph H Ch Minh, Cn Thvi i ng nhn vin giao hng hng hu, giao hng n tn nh mt cch nhanh nht. Mt u th to nn mt knh phn phi hon ho cho KFC l cc ca hng ca KFC lun c t ti nhng v tr thun li, ti cc trung tm, ngay cc giao l, siu th, nhng ni c v tr p v nhiu ngi. Cc knh phn phi chnh: TP H Ch Minh: + KFC Now Zone4

K hoch Marketing


Lu 4, TTTM Now Zone, 235 Nguyn Vn C, Phng Nguyn C Trinh, Qun 1, TP.HCM + Big C Hong Vn Th Big C 202B Hong Vn Th - Phng 9 - Q. Ph Nhun - TP.HCM + KFC Pasteur 194D - 194E Pasteur, Phng 6, Qun 3, TP.HCM H Ni + KFC Nguyn Thi Hc (HN) 87 Nguyn Thi Hc, Qun Ba nh, H Ni + KFC Hon Kim 3C L Thi T, Qun Hon Kim, H Ni Cn Th

+ KFC Vinatex Cn Th Siu th VINATEX, S 42 ng 30 thng 4, Phng An PH, Qun Ninh Kiu, Cn Th 2.3. Nng lc ch bin v tnh hnh sn xut Vit Nam l mt nc nng nghip cho nn 2 ngnh chn nui v trng trt l 2 ngnh chnh rt pht trin Vit Nam, iu to nn mt li th rt ln cho KFC c th tn dng ngun nguyn liu bn a, gim chi ph. Chnh v nhn thc c iu ny, KFC 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. Tt c nguyn liu s dng u phi c chng nhn kim dch ca c quan chc nng. iu ny c th hin r khi Vit Nam xy ra dch cm gia cm, trong khi cc sn phm c ch bin t gia cm phi lao ao th KFC vn gi c trn vn lng tin ca khch hng 2.4. Ngun lc v ti chnh v mt s sn phm hin nay ti Vit Nam 2.4.1. 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,5

K hoch Marketing


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!. 2.4.2. Cc sn phm chnh Vit Nam G Rn truyn thng: hin nay sn phm ny gn c cc loi nh: g rn 1ming, 3 ming, 6 ming, 10 ming v 15 ming.

Thc n ph: gm bp ci trn, khoai ty chin, khoai ty nghin v bnh m mm vi nhiu kch c khc nhau.

Thc n nh: dng sn phm ny gm cc loi nh: Bg Zinger, Bg tm, Bg hi sn, Bg philebnh kp, cm c, cnh g chin v x lch cu vng

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K hoch Marketing


V nhiu cc sn phm khc phc v cho ba n khch hng nh: cc sn phm trng ming, thc n tr em, nc gii kht 2.5. 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 Nc Ngoi u T vo Vit Nam sng lp ca 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). Tuy nhin, KFC Vit Nam 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 v ang 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 2.6. 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 Vit Nam 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. Phn tch tnh hnh bn ngoi cng ty 7

K hoch Marketing


3.1. Thng tin chung v th trng thc n nhanh Vit Nam vi hn 85 triu dn, kt cu dn s tr ang l th trng hp dn cc tp on kinh doanh thc n nhanh. Ti Vit Nam, t khi ca hng thc n nhanh u tin (Chicken Texas) xut hin TP.HCM nm 1994 thc n nhanh vn cha ph bin v cha to c s quan tm ca khch hng. Xt n nhu cu ca ngi tiu dng thi im KFC xut hin Vit Nam, th trng thc n lm t g ti Vit Nam cn rt hn tp. Ngi tiu dng quen tiu th t nhng hng qun ven ng, c bit l mn g ta nng lu xut hin mt cch t. S xut hin ca KFC vn khin nhiu ngi nghi ngi. Tuy nhin 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 hat 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. Lc ny thng hiu g KFC bng ni bt ln nh l mt la chn ng nhin. Cc gi tr gia tng cho sn phm l v sinh m bo, g sch ng gp rt ln trong s ln mnh ca KFC ti Vit Nam. Hin nay, thc n nhanh ang tr nn hp thi vi nhp sng hin i, khi tin bc, cng vic u c th gia tng, tr thi gian. Nm 2009, tng doanh s ngnh thc n nhanh ti Vit Nam c t 500 t ng, tng 35-40% so vi nm ngoi. D kinh t ang trong giai on khng hong nhng th trng thc n nhanh vn l mt trong s t ngnh hng gi c mc tng trng cao. Hng lot cc ca hng thc n nhanh ra i khin cho th trng thc n nhanh kh phong ph. C th k n nhng thng hiu kh ni trong lnh vc ny nh KFC, Lotteria, Jollibee, PizzaHut, BBQ chicken Trn th trng thc n nhanh Vit Nam, KFC vn chim th phn ng k. My nm tr li y, s xut hin ca mt s nhn hiu thc n nhanh ca Vit Nam nh: Bnh m Ta, Ch gi Oroll, Ph 24 ang mong mun cnh tranh trn th trng y tim nng ny. Nhng mn ngon va h c nng cp vi cht lng v phc v khc bit ang m ra xu hng kinh doanh hp dn cho cc nh u t Vit Nam...Tuy nhng nhn hiu ny vn cha c nhiu ngi tiu dng bit n nhng n cng l mt thch thc i vi KFC Vit Nam, i hi KFC phi c nhng chin lc ng n ngay t u, ng thi

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K hoch Marketing


phi thay i cc chnh sch marketing thng xuyn thch nghi vi s thay i lin tc ca th trng. 3.2. Tnh hnh cnh tranh Sau mt khong thi gian gian nan, vt v c gng ht sc lm thay i nhn thc, khu v ca khch hng cng nh to lng tin vi khch hng v uy tn v cht lng ca cng ty KFC th hin nay th trng thc n nhanh (fast food) ang l mt th trng hp dn, khin cho nhiu hng thc n nhanh nc ngoi tn cng cng nhiu vo Vit Nam to ra mt mi trng kinh doanh kh nng ng, bn cnh cn c cc doanh nghip khinh doanh thc n nhanh trong nc cng khng km phn quan trng trong m hnh cnh tranh ni b ngnh. 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 Lotterria, nn mc d khng hong kinh t vn cn nhng Lotteria vn c h tr ti a pht trin ti VitNam. 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 ca9

K hoch Marketing


cng ty, cho bit Nc Ngoi u T vo Vit Nam 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. Trn y l ba i th ang 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 ang khng nh c v th trn th trng Kinh c th thy th trng thc n nhanh Vit Nam ang thc s si 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 ang 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. 3.3. Nng lc cung cp sn phm 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 dng cc k a dng, kh lng trc KFC xc nh c chin lc ni a ha ca mnh ngay 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. 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.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 dinh dng cng nh khng nh s quan tm ti ngi tiu dng a phng ca KFC. 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.

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K hoch Marketing


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 chn ngun nguyn liu nh th no, thu mua nguyn liu t do vi gi r hay chn 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 bng pht 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 3.4. Th trng mc tiu 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 chuyn vi bn b hay gia nh. Cng vi 1 thc n thp nht ca KFC l 30000 (bao gm nc ung) cho thy i tng khch hng mc tiu ca KFC s l: tui: gii tr tui t 17-29 tui, nht l nhng gia nh c tr

nh. V y l i tng khch hng kh nng ng, kh nng tip cn nhanh vi nhng thay i ca th trng, ph hp vi nhng sng to, thay i trong phong cch kinh doanh ca KFC. Thu nhp: Nhng ngi c thu nhp kh, n nh v nh phn tch

ngy nay i vi nhiu ngi sc khe l hng u, nhn thc c iu 11

K hoch Marketing


nhng sn phm ca KFC l nhng sn phm c cht lng tt, m bo an ton sc khe, ng thi khng c cha nhiu cht bo, lm mt i v b ngoi thon gn m ngi VIt Nam ch trng. V vy, nhng ngi c thu nhp n nh s chp nhn sn phm ca KFC. Ngh nghip-a im: khch hng ch yu ca KFC l hc sinh, sinh

vin nhng bn tr lm vic trung tm thnh ph ln ng dn c nh:H Ni, TPHCM, Cn Th Ni tm li, khch hng mc tiu ca KFC l nhng ngi c tui di 30, c thu nhp kh, n nh, tp trung sng cc thnh ph ln i hi cc ba n nhanh, tin li, gi c phi chng v c bit l phc v chuyn nghip, chun. 3.5. Ngun nguyn liu u vo 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 KFC 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 phi ph 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 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 a 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 va12

K hoch Marketing


gim c nguy c t nhng nh cung cp. V chin lc t r hiu qu khi dch cm gia cm bng pht 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. 3.6. Tc ng ca cc nh ch php l Nh nc 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 Hi bn d tho Lut v An ton thc phm. An ton thc phm l vn lin quan n nhiu iu c quc t, tha 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 n tin 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.13

K hoch Marketing


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. 3.7. Xu th pht trin i mi * V kinh t: Vi t l t 13.07%, Cn Th dn u trong 5 thnh ph v mc tng trng GDP trong cuc Tng kt thi ua nm 2009 Cm thi 5 thnh ph trc thuc trung ng. Giai on n nm 2010, Cn Th phn u a nhp tng trng GDP bnh qun t 15.9%/nm; kim ngch xut khu hng ho t khong 940 triu USD. Cng trong giai on ny, Cn Th thu ht trn 1.2 triu lt khch du lch mi nm; t l h ngho gim xung cn khong 5%; c gng phn u tng thu nhp bnh qun u ngi ln 1.813 USD, tng 400 USD so vi nm 2008, cao nht cc tnh ng bng Sng Cu Long. Nu t c mc tiu tng trng GDP cao trong khi lm pht c kim ch mc thp s lm tng nhu cu tiu dng ca ngi dn. iu ny c tc ng tch cc n tnh hnh kinh doanh ca cc doanh nghip, trong c KFC Cn Th. * V vn ha x hi: - Dn s: Nm 2009, Cn Th c trn 1 triu dn, trong s dn sng thnh th chim trn 65.8%, s dn sng nng thn chim gn 34.2%. Trung bnh mi14

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nm dn s Cn Th tng 12.000 ngi (tng 1.07%) vi xu hng ngy cng cn bng t l nam/n. So vi 13 tnh, thnh trong khu vc ng bng Sng Cu Long, Cn Th l n v c dn s ng hng th 10. So vi 5 thnh ph trc thuc Trung ng, Cn Th c dn s ng hng th 4, cao hn Nng. Nh vy, vi dn s ng v c cu dn s tr (c trng dn s ca Vit Nam) cho thy rt thun li cho ngnh thc phm. C th, do dn s ng nn nhu cu lng thc thc phm s ln; dn s tr nn 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 sc quy 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. 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. 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. Ngoi ra, ngi Vit khng h thch v bo ngy, m li l im c trng ca cc sn phm thc n nhanh ca KFC. Chnh v vy, y tr thnh mt ro cn rt kh vt qua vi cc hng thc n nhanh ang c mt Vit Nam ni chung v Cn Th ni ring. Tuy nhin, bn cnh nhng tr ngi nu trn th vn c nhng thun li nht nh cho cc sn phm thc n nhanh. chnh l s giao thoa vn ha. Ngi Vit Nam ang dn c s thay i thi quen t dng nhng mn n truyn

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K hoch Marketing


thng i hi nhiu thi gian n dng nhng ba n nhanh thch nghi vi nhp sng ngy cng hi h hin ti.

4. Phn tch S.W.O.T4.1. im mnh Danh ting: KFC thuc tp on Yum ni ting trn th gii, cng nh thng hiu KFC v ang chim lng tin ca ngi tiu dng Vit, y l mt im mnh gip KFC d dng m rng mng li knh phn phi ca mnh. H thng knh phn phi: h thng knh phn phi ca KFC thuc kiu giao hng tn ni, nhanh chng thun tin cho khch hng, y l mt kiu phn phi hon ho v thun tin cho khch hng Phong cch phc v: phong cch phc v lch s, chuyn nghip ph hp vi phong cch thc n nhanh. c bit, ph v bnh ng, nh nhau vi mi khch hng. Ngun lc ti chnh: l mt nhn hiu thuc mt trong bn cng ty ca tp on Yum! mt tp on cng ngh bn l ln mnh nht th gii. Chnh v s hu thun ln mnh ny to thnh mt th mnh cnh tranh cho KFC bt c th trng no. V tr kinh doanh: cc ca hng ca KFC lun c t nhng v tr p cng nh thun tin nht cho khch hng, nm ngay mt tin ng ln, thng thong. Ngoi ra, KFC cn chn cc a im nh ti siu th, trung tm thng mi ni c lng ngi mua sm rt ng. Sn phm: cc sn phm ca KFC lun c c quan chc nng m bo tiu chun an ton, kim dch y . Cc dch v ph: cc ca hng ca KFC lun c bi gi xe min ph gip thun tin cho khch hng khi n ca hng ca KFC, ngoi ra chng trnh giao hng tn ni ca KFC cng khng h tnh ph vn chuyn. 4.2. im yu

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Gi c: thc cht mt thc n ca KFC c gi thp nht l 30.000VN (tnh c nc ung), do cng cn kh cao so vi mc thu nhp thp ca ngi dn Vit. Ngun nhn lc: do nhiu l do m ngun nhn lc c nhiu thay i iu ny khin i ng nhn vin tuy c phong cch phc v chuyn nghip nhng li khng c b dy kinh nghim, hn ch trong vic x l tnh hung. ng thi tn nhiu chi ph tuyn dng v o to nhn vin. H thng Marketing: h thng Marketing ca KFC cha thc s vng mnh, tuy l thng hiu ni ting nhng thng hiu KFC ch c bit n nhng thnh ph ln m cha c bao ph cao. 4.3. C hi Thu nhp ngi tiu dng tng: hin nay vi cc gi kch cu ca chnh ph, cuc khng hong ti chnh ang dn c khc phc, ng thi Vit Nam c nh gi nm trong danh sch nhng nc c nn kinh t phc hi nhanh sau khng hong. Do thu nhp ngi tiu dng ang dn tng tr li. Cn Th thu nhp bnh qun mi ngi dn l khong 1.813USD cao nht ng Bng Sng Cu Long vi hn 1 triu dn s, m c n 65.8% s dn sng thnh th. 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 ton cu quen thuc hn l n nhng qun n thng thng khc. Theo thng tin t B Cng Thng, nm 2009, tng thu nhp ca ngnh thc n nhanh c nc c t khong 500 t ng, tng 35-40% so vi nm 2008. S i hi kht khe v an ton: khi thu nhp ngi tiu dng cng tng th ngi ta li c nhng nhu cu kht khe hn v uy tn ca ngi cung cp sn phm, m bo tt hn cho sc khe ca h. Vi uy tn v ngun nguyn liu u vo lun c chng nhn an ton, kim dch y th y l c hi cho khch hng chn sn phm ca KFC hn. Cm gia cm: vi nhng t cm gia cm ko di, lm cho ngi tiu dng cng thn trng hn trong vic la chn thc n cho mnh m bo an17

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ton, v vy, th hiu ngi tiu dng ang chuyn dn t cc qun n va h sang cc ca hng ln c uy tn hn. Chnh sch lm sch va h: vi chnh sch lm sch va h ca chnh ph, gp phn lm gim i mt lng ng k i th cnh tranh trn th trng thc n nhanh Vit Nam ni chung, Cn Th ni ring. 4.4. Thch thc Cnh tranh: Hin nay ngoi KFC cn Lotteria v Jollibee l 3 thng hiu ca nc ngoi ang kinh doanh fastfood kh thnh cng ti Vit Nam vi cc mn chnh l g chin, bnh m kp tht, khoai ty chin v nc ngt c gas. Cc ca hng ny bnh qun thu ht khong 200-300 khch/ngy v cao im c t 400 n trn 1.000 khch/ngy. Trong tng lai, nhiu d on v s hin din tip theo ca McDonalds v Starbucks, hai thng hiu hng u ca M. Sn phm thay th: ngoi cc i th cnh tranh trc tip, KFC cn phi i mt vi mt i th ni a nhng khng km phn gai gc l ph 24 mt thng hiu thc n nhanh ca Vit Nam ang tin mnh trn th trng th gii cng nh khng h b ng th trng trong nc. Ngoi ra, Cn Th hin nay KFC cn phi i u vi Ph Oanh mt thng hiu ph v ang chim c nhiu tnh cm ca khch hng Cn Th. Sc khe ngi tiu dng: cc mt hng thc n nhanh hin nay c nh gi l c hi cho sc khe ngi tiu dng vi hm lng m v cht bo cao nhng cht x v vitamin th t. Dch bnh: hin nay trn th gii v Vit Nam ang xy ra mt s dch bnh l gy nguy him cho con ngi nh: H5N1, H1N1, l mm lng mng trn gia sckhin ngi tiu dng cng hn ch s dng cc sn phm c ch bin sn.

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K hoch Marketing


IM MNH (S) 1) Danh ting 2) H thng knh phn phi 3) Phong cch phc v 4) Ngun lc ti chnh 5) V tr kinh doanh 6) Sn phm 7) Cc dch v ph I. (O1,2+S2,4): Tn dng C HI (O) Thu nhp tng S bng n v nhu cu S i hi an ton Cm gia cm Chnh sch va h knh phn phi m rng th trng II. (O1,4 +S6,7): Li th sn phm an ton v dch v ph tt ginh ly khch hng mc tiu

IM YU (W) 1) Gi c 2) Ngun nhn lc yu 3) H thng Marketing

III. (O1+W1): gi c th khng cn l cn tr khi thu nhp tng

THCH THC (T)1) Cnh tranh

V. (T3,4+W1): gi cao IV. (T3,4+S4): m rng PR cht lng tt m bo sc khe

2) Sn phm thay th3) Sc khe NTD 4) Dch bnh

5. Cc chin lc c thTheo kt qu phn tch trn, chng ti quyt nh chn kt hp 2 phng n II v IV u t pht trin sn phm ca cng ty trn th trng Thnh ph Cn Th. Vi chng trnh Marketing c th nh sau: Sn phm/Th trng: Bnh trng g trn th trng Thnh ph Cn Th. Mc tiu: Cng c th phn phn khc i tng khch hng tui di 30 c thu nhp kh cao, v m rng i tng phn khc c thu nhp trung bnh Thnh ph Cn Th.19

K hoch Marketing


5.1. Chin lc sn phm M t sn phm: 5.1.1. c im khc bit y l sn phm hon ton mi so vi cc sn phm truyn thng ca KFC t trc n nay, mang li s tin li hn khi s dng. Sn phm bnh trng l sn phm hin c ca KFC tuy nhin sn phm ny hin vn cha c by bn Cn Th, v vy sn phm ny s p ng nhu cu nhng ngi tng bit n sn phm ny ca KFC, ng thi mang li cm gic mi l cho nhng ngi mi bit v sn phm ny. 5.1.2. Cng dng, tnh cht Sn phm bnh trng (Egg tart) l loi sn phm mang li nhng gi tr hu ch cho ngi dng, hn ch tnh trng cha nhiu cht bo t x ca cc sn phm KFC hin nay, vi cng ngh hin i chng ti cho ra chic bnh c chit xut t lng trng khng cha nhiu cht bo ph hp vi c nhng ngi n king, c nhu cu gim cn. 5.1.2. Mu m, kch thc kiu dng, mu sc Sn phm hnh trn hnh na ci trng, vi kch c v hnh dng tng t vi ci bnh kht truyn thng Vit Nam. Mu sc: mu vng ti

5.1.3. Nhn hiu Nhn hiu: Egg tart 5.2. Chin lc gi Mc tiu nh gi: nh gi thm nhp su vo th trng khch hng c thu nhp trung bnh, ng thi gi vng th phn gii tr c thu nhp kh, cao v n nh. Phng php nh gi: nh gi da vo ph tn nh gi cng thm vo chi ph (cost plus pricing)20

K hoch Marketing


G=Z+m Trong : G: Gi bn Z: Gi vn /Gi thnh M: Li nhun nh mc (tnh theo phn trm gi bn) Do mc tiu nh gi l thm nhp th trng khch hng c mc thu nhp trung bnh v gi vng cc khch hng c nn gi ca sn phm mi s khng cao hn cc sn phm hin c ti Cn Th, nhng cht lng vn khng thay i v vy gi tr li nhun nh mc s thp. Hch ton chi ph, gi thnh: (Gi vn hng bn) Nguyn vt liu: 40% Nhn cng: 10% Chi ph sn xut chung: 20% Chi ph qun l: 10% Chi ph bn hng: 10% Chi ph Marketing: 10% (D kin theo phng k hoch) Chin lc v chnh sch gi: gp phn a dng cho sn phm chng ti a ra nhiu loi cc hnh thc sn phm khc nhau: 1 ci, 3 ci, 6 ci, 12 ci/hp Theo gi s nh sau: 1ci/hp: 12.000VN 3 ci/hp: 34.000VN 6 ci/hp: 65.000VN 12 ci/hp:128.000VN Giao hng tn ni min ph 5.3. Chin lc knh phn phi21

K hoch Marketing


Hin nay ti Cn Th KFC c mt ca hng ti siu th Vinatex Cn Th, S 42 ng 30 thng 4, Phng An Ph, Qun Ninh Kiu, Cn Th trnh tnh trng khch hng phi chu nhng chi ph trung gian qua cc i l, cng ty tin hnh phn phi trc tip n khch hng, giao hng tn nh, hoc khch hng c th n thng ca hng mua sn phm m khng phi mua hng t cc i l trung gian. 5.4. Chin lc chiu th Qung co: tin hnh qung co qua pano, p phch, pht t rinhm mc ch, thng tin n khch hng v sn phm mi ti Cn Th. Khuyn mi: chin lc marketing c xy dng tung sn phm t giai on 30/04 cho n ht 01/06 trong giai on ny c 3 dip l ln, c th tn dng cc ngy lc trin khai cc chng trnh khuyn mi, nhm mc ch tng mc nhn bit ca sn phm mi trong lng khch hng. T chc s kin: vo ngy quc t thiu nhi 01/06 c th t chc cc tr chi cho tr em lin quan n sn phm, ng thi cn c chng trnh kim tra ch dinh dng ca b sau chng trnh, nhm thu ht s ch nhiu hn. Quan h cng chng (PR): trong giai on tung ra sn phm c th kt hp vi i truyn hnh a phng m cc chng trnh t vn sc khe dinh dng cho b, hoc chm sc vc dng

6. K hoch v kinh phS tin (triu ng)

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K hoch Marketing


c lng tng doanh thu k hoch Cc khon chi ph: 1. Nghin cu pht trin 2. Vt t nguyn liu 3. Trang b k thut 4. T chc, iu hnh qun l chung 5. Thng tin lin lc 6. Qung co 7. Lc lng bn hng 8. Khuyn mi 9. Tuyn truyn 10. Chi khc D kin li nhun thu c

5.000 3.300 100 500 1.000 300 200 100 300 100 200 500 1.700

7. K hoch pht trin ngun nhn lc - S lao ng d kin tuyn dng thm: 10 ngi- Chi ph o to, tp hun chuyn mn: 20 triu ng - Chng trnh o to chuyn mn: k nng bn hng, k nng giao tip vi khch hng, k nng t chc s kin.23

K hoch Marketing


8. Lch thi gian thc hinThng Son tho k hoch Xy dng chng trnh c th Pht trin sn phm Pht trin cc chin lc khc K hoch qung co khuyn mi Xy dng h thng phn phi 2/2010 3/2010 4/2010 5/2010 6/2010 7/2010

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Banh Tart KFC

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