marketing kfc

7/31/2019 Marketing Kfc

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Bi Lun

Ti:

Marketing nh hang

KFC


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MARKETING DCH VU KFC

1

MC LC

PHN I - GII THIU KFC VIT NAM ......................................................................................... 2

I. SLC V KFC VIT NAM .......................................................................................... 2

II. KHCH HNG MC TIU ................................................................................................ 3

III. NHNG NHU CU M DCH V THA MN .......................................................... 4

PHN II - MARKETING MIX V XUT............................................................................. 6

I. MARKETING MIX TRONG VIC THA MN KHCH HNG ................................ 6

II. BNG CU HI KHO ST ........................................................................................ 16

III. PHN TCH V XUT ............................................................................................ 20


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PHN I

GII THIU KFC VIT NAM

I. SLC V KFC VIT NAMKFC Vit Nam l mt trong nhng chui ca hng nhng quyn ca thng hiu

KFC trc thuc tp on Yum Restaurant International (Hoa K) vn l ch shu

ca mt lot chui ca hng thc n nhanh thnh cng nh KFC, Pizza Hut, Taco

Bell Trong , KFC l thng hiu pht trin nht vi doanh s bn chim 45,1 %

ton b doanh thu ca Yum (2009) v ni ting trn ton th gii cng s c mt trn

100 quc gia vi gn 16000 nh hng.

KFC t c thnh cng ti rt nhiu th trng c bit l th trng Chu ni

chung v th trng Vit Nam ni ring. KFC xm nhp th trng Vit Nam 1997,

Ti Vit Nam, KFC tham gia vo th trng ln u tin vo thng 12/1997 ti trung

tm thng mi Si Gn Super Bowl. V KFC mt 7 nm xy dng thnh cng

thng hiu ca mnh trong lng khch hng Vit Nam chnh nh chin lc kinh

doanh ph hp,sn phm uy tn,cht lng,dch v khch hng chu o v mc tiu

mang n cho ngi tiu dng mt thng hiu hng u v thc phm, sng to ra

s ti sng v vui nhn cho tt c mi ngi mi la tui. Nhiu nghin cu ch ra

rng, hin nay KFC c hiu nh l mt nhn hiu vui nhn v bao hm nhiu ngha Tr trung trong tm hn, nng ng trong cuc sng l tiu ch v chin lc

ca nhn hiu KFC ti Vit Nam. Giy, h thng nh hng thc n nhanh ny

c mt ti hu ht cc ng ph ca Vit Nam. Tnh n thng 8/2011, KFC c

hn 98 nh hng phc v cho ngi tiu dng trn 16 tnh thnh. Th nhng, trong

thi gian 14 nm c mt ti th trng Vit Nam th KFC dnh ti 9 nm ch tp

trung pht trin th trng y tim nng vi lng khch hng mc tiu ln l thnh

ph H Ch Minh KFC ch yu pht trin mnh v tp trung thnh ph H ChMinh vi 53 ca hng ti 19 qun huyn. Tuy nhin, hin nay i sng cng nh thu

nhp ca ngi Vit Nam c nng cao ti nhiu ni v KFC cng ch trng

pht trin mng li rng khp ca mnh ra c nc ch khng ch dng li nhng

thnh ph ln nh: H Ch Minh, H Ni, Hi Phng m cn c nhng a phng

khc nh: An Giang, Quy Nhn, Ban M Thut, Rch Gi


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Cc ct mc pht trin ng nhca KFC Vit Nam trong qu trnh hot ng v xy

dng thng hiu trong lng ngi tiu dng cng vi vic m rng h thng phn

phi mi ngi Vit Nam u c th thng thc KFC:

Thng 12/1997: khai trng nh hng u tin ti TP.HCM

Thng 06/2006: khai trng nh hng u tin ti H Ni

Thng 08/2006: khai trng nh hng u tin ti Hi Phng & Cn Th

Thng 07/2007: khai trng nh hng u tin ti ng Nai Bin Ha

Thng 01/2008: khai trng nh hng u tin ti Vng Tu

Thng 05/2008: khai trng nh hng u tin ti Hu

Thng 12/2008: khai trng nh hng u tin ti Bun Ma Thut

Thng 11/2009: khai trng nh hng u tin ti Nng

Thng 04/2010: khai trng nh hng u tin ti Bnh Dng

Thng 11/2010: khai trng nh hng u tin ti TP. Vinh, Ngh An

Thng 5/ 2011: Khai trng nh hng u tin ti TP. Nha Trang - Khnh Ha

Thng 6/2011: khai trng nh hng u tin ti Long Xuyn - An Giang

Thng 8/2011: khai trng nh hng u tin ti Quy Nhn v Rch Gi

II.KHCH HNG MC TIUKFC l mt thng hiu thc n nhanh ca M ni ting trn th gii vi phong cch

m thc m cht phng Ty c trong sn phm thc n nhanh v hnh thc t phcv khc hon ton vi phong cch m thc y truyn thng ca vn. iu ny l mt

thch thc ca KFC khi mun thm nhp vo th trng tiu dng Vit Nam do s

khc bit v vn ha cng nh th hiu ngi tiu dng nh kh xa l vi khi nim

thc n nhanh v cng khng quen vi s t phc v ti nh hng. Th nhng y

cng l chi cho KFC nhphong cch mi l v c o.

Nhn thy c thch thc cng nh chi trn, ngay t giai on u tin KFC

xc nh gii tr Vit Nam (t 17 ti 29 tui) l th trng mc tiu ca mnh. y lmt th trng nng ng, kh nng tip cn vn ha mi cng nh nhng xu hng

mi hay tro lu mi rt nhanh. Chnh v th, khi nim thc n nhanh v phong cch

t phc v gy c s t m v hiu ki vi bn tr Vit Nam. Bn cnh ,

y cng l mt phn khc th trng kh ln v thp dn s vn l thp dn s tr vi

s lng ngi di 30 tui chim mt phn trm kh ln.


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Khng nhng nhn thy c gii tr Vit Nam l mt th trng y tim nng, KFC

cn c bit quan tm n cc gia nh c tr em nh vi mong mun thng hiu

KFC s trthnh bn ng hnh ca cc em t thunh.

Tuy nhin, c th nhn thy mt kha cnh kh khn khc trong sn phm ca KFC

chnh l vn v gi. Gi sn phm ca KFC c th ni l khng ph hp i vi

th trng Vit Nam, vn c mc thu nhp trn u ngi thuc hng thp trn th

gii, chnh v th nhng gia nh c thu nhp kh, n nh chnh l an th trng

m KFC c bit ch trng ti.

C th ni, chnh nhquyt nh ng n khi la chn th trng mc tiu l gii tr

Vit Nam c thu nhp kh v gia nh c tr em. KFC nhn c s chp nhn rt

d dng, v dn dn tr thnh mt thi quen ph hp vi s nng ng ca gii tr

cng nh bn ca mi gia nh. Chnh v th m sn phm KFC ngy cng c

nhiu ngi bit n, l iu kin KFC pht trin hn na

III. NHNG NHU CU M DCH V THA MNTrn ht KFC tha mn nhu cu s dng thc n nhanh ca khch hng. Th nhng

thc t KFC cn tha mn nhu cu tit kim thi gian ca kh. V yu cu cng vic

m nhiu ngi khng th dnh nhiu thi gian cho vic n ung th nhng g h cn

l nhng mn n c thc ch bin cng nh phc v nhanh, tin li cho vic

mang i v c thn nhanh.Bn cnh , rt nhiu kh n KFC tha mn nhu cu gp mt bn b cng nh

th gin cng gia nh. H tm kim mt khng gian thoi mi nhng khng km

phn lch s v sang trng.

Ngoi ra, phong cch phc v chuyn nghip cng l mt nhu cu m kh cn tha

mn. Mt phong cch phc v chuyn nghip s khng lm mt thi gian hoc gy

thm phin toi cho khch hng t h c th thng thc ba n mt cch trn vn

nht.K, mt nhu cu khng th ph nhn ca kh chnh l n nh hng tha mn v

gic bng nhng mn n ngon ca nh hng v c th gii thiu cho bn b cng nh

th hin gu m thc ca bn thn.

Mt khc cng c mt s kh n vi KFC chn thun l v h t m v mt loi

thc n mi n t nc ngoi. Hay mun thay i khu v sau nhiu ngy n thc n

truyn thng.


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PHN II

MARKETING MIX V XUT

I. MARKETING MIX TRONG VIC THA MN KHCH HNGS tha mn l mc ca trng thi cm gic ca mt ngi bt ngun t vic so

snh kt qu thu c t sn phm(hay sn lng) vi nhng k vng ca ngi .

Nu kt qu thc t km hn so vi k vng th khch hng s khng hi lng, nu kt

qu tng xng vi k vng th khch hng s hi lng, nu kt qu vt qua s

mong i th khch hng rt hi lng, thch th.

Marketing mix 7ps ca KFC:

1. ProductSn phm ca KFC bao gm nhng mn n v nhng dch v ca KFC.

Chin lc sn phm ca KFC nhm m rng cc mn n to nn mt thc

n phong ph gip khch hng c nhiu la chn, ngoi ra KFC cng ch

trng pht trin nhng dch v i km nhm tng thm cng nh hon

thin hn na cht lng phc v.

Nhc ti chin lc sn phm ca KFC cn phi nhc n chin lc to

s khc bit vi s pha trn 30 vi phng thc tm p c bit t 11 loi

hng v tho mc. iu ny lm cho khch hng c th phn bit u l

sn phm ca KFC hay ca mt ca hng thc n nhanh khc.

KFC khng nhng to s khc bit m cn a dng ha sn phm trn c

s to nn mt thc n phong ph. Bn cnh nhng mn n truyn thngnh g rn v hamburger, KFC cn pht trin thm nhiu sn phm: g

khng xng, bnh m mm, cm g, bp ci trn, burger phi l, burger

tmVi vic m rng sang cc nguyn liu tm, c v mt s nc gii

kht khc ngoi pepsi, KFC to ra mt thc n v cng phong ph, tng

s thch th cho gii thanh nin lun thch tm kim ci mi l.


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Danh mc sn phm ca KFC cng c sp xp theo nhiu loi gip cho

ngi tiu dng d chn la. Danh mc sn phm bao gm: g rn truyn

thng, combo, phn tr em, phn n nh, gii khtS sp xp ny va

to cho khch hng cm gic thoi mi khi c t do la chn cng nh

sng to phn n cho chnh mnh hoc c th chm cc combo c sn

nhng tit kim hn.

KFC cng thay i khu v, kch thc, mu m cho ph hp vi m thc ca

ngi tiu dng Vit Nam. V d kch thc ca Hamburger cng thay i, tr

nn nh hn thch hp vi vc dng nh nhn ca ngi Vit Nam. c bit,

KFC th hin s quan tm n khch hng Vit Nam bng vic cho ra

i nhng phn n m cht truyn thng Vit Nam vi cm v sp, cho

g, nui g, g quay Flava Roast, bnh trng Egg Tart...

KFC khng nhng ch ch trng n vic pht trin thm dng sn phm

mi, thay i sn phm bt kp th hiu ngi tiu dng m cn c bit

quan tm n sc kho ca khck hng. KFC thay i du chin loi u

nnh thay v du rau m cng ty cho rng nh hng n bnh au tim.

u nnh c hm lng linolenic thp c cha hm lng axit linolenic di 3%

trong khi hm lng ny du thng thng l 8%. Kt qu l du nnh n nh

hn cn t hydro ho hn v do vy to ra t axit bo no hn. Vic thay i

nguyn liu du chin ny s thu ht nhiu ngi n vi KFC hn Dongi tiu dng c th yn tm v sc khe hn khi s dng cc sn phm

KFC, c bit trong gii thanh thiu nin hin nay, khi m tnh trng bo

ph ang ngy cng c s gia tng r rt. Cc bn n s thoi mi n KFC

hn m khng b m nh tnh trng tha cn v bo ph.

Ngoi ra khi nn dch cm gia cm bng n, nh hng rt ln n vic

kinh doanh thc n nhanh ca KFC ni ring v cc nh hng phc v thc

n nhanh ni chung. Nhng vn ny c KFC khc phc vi nhngngun cung cp th t g sch v uy tn, bo m ngun gc xut x cng

nh cc yu cu v y t ca c quan chc nng. Chnh iu ny to cho

ngi tiu dng s an tm, tin tng khi dng sn phm c ch bin t

g ca KFC

Vi vic pht trin thm cc dng sn phm mi, ci thin dng sn phm

c, nht l thay i loi du rn cng vi nhng nguyn liu g sch


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gip cho KFC nng cao uy tn ca mnh trn th trng, tng thm v th cnh

tranh trong thng trng quc t.

Bn cnh sn phm l thc phm th KFC cn c mt sn phm khc chnh l dch

v nh hng vi phong cch t phc v xen ln vi s phc v tn tnh ca cc

nhn vin ti ca hng KFC. y chnh l im to nn s khc bit v c o

ca KFC so vi cc nh hng truyn thng. Phong cch ny khng ch tha mn

s t m cng nh nhu cu c th phong cch phc v mi l ca khch hng

m cn tha mn c nhu cu mun ginh quyn ch ng hn trong qu trnh

phc v ca khch hng, khin h tr nn t tin v thoi mi hn trong vic

thng thc ba n do chnh mnh t phc v cng nh tit kim thi gian ch

i nhn vin phc v.

Ngoi ra KFC cn ch trng pht trin thm nhng dch vi km nhm to thm

nhiu tin ch cng nh tha mn nhu cu cho khch hng, chng hn nh dch v

ght tr, dch vt hng trc tuyn, v dch v dnh cho th vip v dch v t

chc party sinh nht.

Dch v ght tr: to thm nhiu thun li cho khch hng khi mun s dng

sn phm ca KFC nhng khng thn ca hng, KFC cung cp dch v giao

hng tn ni. Nhng c mt im c bit trong dch v giao hng ca KFC chnh

l tiu ch ght tr. Khch hng mua sn phm KFC qua tng i in thoi,

nhn vin trc tng i KFC s nhn n t hng vi cam kt giao hng trongthi gian 30 pht i vi n hng t 200.000 tr xung (trong phm vi qui

nh), i vi cc n hng c gi tr trn 200.000 th nhn vin tng i s xc

nhn thi gian vi khch ty theo a im giao hng. Khng p dng chng

trnh vi n hng t 500.000 trln. Nu nhn vin giao hng n tr hn thi

gian hn th khch hng sc min ph ton b gi tr phn n KFC giao tr

hn cho ln mua hng tip theo.

t hng trc tuyn qua internet: y l chc nng mi trn h thng website caKFC hot ng t 9h sng n 9h ti mi ngy. Ch cn click vo mc t hng

trc tuyn ti trang ch, trang menu xut hin vi y thng tin, hnh nh sn

phm, gi khch la chn, sau khi click vo mc thanh ton, khch s phi in

thng tin c nhn: h tn, sin thoi, a ch v gi n hng, sau , nhn vin

KFC s lin lc li vi khch hng. Dch v ny nhm lm tha mn cng nh tip

cn i tng khch hng m thi gian s dng internet di v thng xuyn nh:

nhn vin vn phng, sinh vin, thanh thiu nin


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T chc Party sinh nht ti KFC: KFC a ra dch v ny nhm vo nhng gia

nh c tr em mun c khng kh vui nhn, mi l, nhng gia nh yu thch s

tin li hay nhng ph huynh bn rn khng c thi gian chun b tic cho con.

Khch hng t tic phi ti t trc tip ca hng, gp qun l ca ca hng

hoc nhn vin chu trch nhim v dch v ny, ti ca hng gm c 2 gi tic:

trn gi v t theo tng mn. Dch v ny th hin r rng tiu ch lm bn

ng hnh ca khch hng tim nng t nh ca KFC ng thi cng gip cho

nhng ph huynh bn rn c mt s la chn hon ho trong vic t chc tic

sinh nht cho tr

Th VIP: Mt s li ch m khch hng nhn c khi shu th VIP nhc

gim 10% mi ln mua sn phm ca KFC, tham gia ngy VIP Day vo mi th

nm cui cng ca thng vi cc chng trnh nh khi mua combo sc gim

30% v mim ph mt s phn n do KFC qui nh. Nhng tin ch ca dch v

km theo ny thc s gip cho khch hng tit kim c tin cng nh tng

thm mi quan h cho khch hng v KFC.

2. PromotionKFC s dng cc knh khc nhau trong promotion nh khuyn mi, qung co v

cc hot ng PR. Thng qua cc hot ng qung co v PR, KFC mun truyn

ti thng tin v KFC ti khch hng ng thi cng qung b thng hiu ca

mnh ngy cng rng ri trong cng ng cng nh to s khc bit cho sn phmng thi thc y tiu dng. Hot ng khuyn mi nhm mang ti cho khch

hng nhiu li ch, tng thm s tha mn ca khch hng khi n vi KFC ng

thi cng thu ht c nhiu khch hng hn.

Qung co ca KFC nhm xy dng nhn thc ca khch hng v sn phm, cm

nhn tt v sn phm v nhv sn phm t tng thm s ln tiu dng li ca

khch hng. C th thy khi KFC tung ra cc TVC qung co th thng hiu

KFC c nh v trong lng khch hng, do qung co ca KFC khnghng ti xy dng nhn thc ca khch hng v thng hiu KFC m mun

truyn ti thng ip V ngon trn tng ngn tay . Vi hnh nh th hin s

thm ngon kh cung li ca mn g rn KFC, s tin dng v thoi mi khi n

ti ca hng hay mang i, cc TVC ny tht s thu ht c s ch ca ngi

xem c v ni dung ln hnh thc, to c sn tng v khc su c thng

ip V ngon trn trng ngn tay vo lng ngi tiu dng, a KFC trthnh

chui ca hng n nhanh c ng o ngi dn bit n.


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Ngoi ra, KFC cn s dng cc phng tin khc nh thng qua internet nh

facebook, website hoc bo ch, t ri, banners ngoi ca hngcho cc hot

ng qung co v thng tin v cc chng trnh khuyn mi. Nhcc phng

tin trn, khch hng c th d dng bit n nhng thng tin mi t KFC v tm

kim thm nhng thng tin cn thit khi c nhu cu. c bit l trang mng

facebook v website ca KFC, ni cp nht nhng thng tin y v mi nht

v chng trnh khuyn mi, sn phm, gi c, cc hot ng, cc s kin ca

KFC. ng thi, khch hng cng c th phn nh cm nhn v a nhn xt ca

mnh trn Facebook ca KFC

Trong cc hot ng PR, KFC n lc to cho khch hng nhn thc v KFC l

mt dch v tt, chuyn nghip v v khch hng, v cng ng cng nh xy

dng mt hnh nh thng hiu KFC tt p trong lng khch hng.

KFC c nhng hot ng thng nin hng n cng ng gp phn tng thm

hnh nh thng hiu, to s thin cm ca khch hng i vi KFC nh: lp cc

i tnh nguyn KFC tham gia cc hot ng t thin, gip tr em, ngi tn

tt ...

Nhn k nim 8 nm ngy thnh lp chui nh hng thc n nhanh KFC ti VN,

chui nh hng ny ng gp tin cho qu t thin ca Hi bo trtr em m

ci, tn tt qun G Vp. ng Graham Allen - Ch tch Tp on Yum Restaurant

International, tp on c nhiu thng hiu ni ting (trong c KFC), traotng s tin 64 triu ng cho qu t thin ca Hi bo trtr em m ci - tn tt

Q.G Vp (TP.HCM) nhm gp phn vo hot ng nui dy tr bt hnh.

Ngoi ra, KFC cn mi cc i si din cho vn ha M nh ngi i sn

phc v th cng nh chp hnh lu nim nhm mang n khng kh mi l th v

cho khch hng cng nh tng thm tnh cm ca khch hng v KFC.

Bn cnh cc hot ng qung co v PR, KFC c rt nhiu chng trnh khuyn

mi: KFC summer so good,Cc mt ma h, KFC th ba c bitnhng chngtrnh khuyn mi lm tng thm nhng gi tr dch v m KFC mang ti cho

khch hng. Vi hnh thc khuyn mi a dng, KFC khng nhng to c s

tha mn nhiu hn trong lng khch hng m cn thu ht c thm nhiu khch

hng n vi KFC, c bit l nhng khch hng cn bn khon hay lo ngi v gi

ca sn phm KFC.

3. Place


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Ngy 27/12/1997, KFC khai trng ca hng u tin ti TP H Ch Minh v n

nay KFC xy dng mt h thng ca hng rng khp. n cui nm 2005 ton

b h thng KFC Vit Nam l 17 ca hng, v cho n thng 2 nm 2008 con s

ny ln ti 44 ca hng. n cui nm 2009, KFC c hn 70 ca hng. Hin nay,

KFC Vit Nam c hn 98 ca hng trn khp 16 tnh thnh: TP H Ch Minh,

H Ni, Hi Phng, Cn Th, Vng Tu, Bin Ho, Bnh Dng, Bnh

nhiu ny cho thy chin lc m rng cc knh phn phi dn tri ti

nhiu a phng nhm tip cn ti a khch hng. Th nhng, cc ca hng tp

trung nhiu nht ti cc thnh ph ln, trung tm th nh TP H Ch Minh c

53 ca hng, H Ni c 23 ca hng v y l nhng ni tp trung lng khch

hng mc tiu. Ti H Ch Minh, mi qun u c t nht mt KFC, qun 1 (10

ca hng), qun 10, qun 5 , bnh thnh (5 ca hng). Ti H Ni, do KFC mi

mrng sau ny nn s lng ca hng cn t so vi HCM. Cc qun trung tm

nh qun Cu Giy, ng a, Hai B Trng ti a l 4-5 ca hng. Vi mt

ca hng rng khp nh th KFC tng ph sng trn th trng v to ra

nhiu thun tin hn cho khch hng khi n KFC. Khch hng khng phi i qu

xa m c thn nhng KFC trong khu vc vi cht lng phc v tng ng.

iu ny gip khch hng tit kim c nhiu thi gian v tin bc i li hn.

Chin lc phn phi rng ri khng chc th hin v mt a l m cn c

th hin s lng ca hng cng nh v tr phn phi. Ban u KFC thngchn cc siu th hay trung tm mua sm v nhng a im thng c t ti

nhng ni ng dn c v thun tin cho ngi dn mua sm cng nh thng

thc KFC sau khi mua sm mt mi. Th nhng, tc pht trin ca siu th v

trung tm mua sm chm hn tc pht trin knh phn phi rng khp ca

KFC nn KFC tin hnh la chn cc ca hng c t nhng v tr rt p

v thun li nh ti cc giao l vi hai mt tin tn dng c li th c hai mt

tin, to nn mt khng gian thong cho ca hng ng thi mt tin rng rithut li cho vic xe ca khch hng, tng thm cht lng phc v ca KFC

nhm mrng v tng nhanh s lng knh phn phi khng chcc thnh ph

ln m cc a phng nh.

4. Price to ra mt thc n phong ph, nhiu la chn cho khch hng, KFC cung cp

nhng sn phm khc nhau vi cc mc gi khc nhau. Thng tin v gi ca sn


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phm c c ghi r rng trong menu ti quy, v trong menu ng trn

website v facebook ca KFC

Trong nhng bc u tin thm nhp 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

thui 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. V khi s lng i th cnh

tranh tng ln nhanh chng th KFC hin nay chuyn sang chin lc nh gi

theo cnh tranh vi mc gi cao hn i th nhng khng ng k ch yu l to

hnh nh dn u cng nh nh vo tm l gi cao hn ng ngha vi cht

lng tt hn ca khch hng.

Ngoi ra, KFC cn c nhng chin lc iu chnh gi theo i tng khch hng

nh nhng chng trnh u i v gi cho nhng khch hng shu th VIP v

dnh mt s phn n vi mc gi c bit cho nhn vin ca mnh hay theo hnh

thc sn phm nh chia menu thnh nhng mn n ring l hay nhng phn n gi

l combo. Phn n ny gip cho khch hng tit kim hn l khi gi nhng mn

n ring l hoc theo thi gian nhng chng trnh khuyn mi gim gi trong mt

thi gian ngn.

5. Physical evidenceCc ca hng KFC u c nt c trng l nn tng trng v biu tng ng

gi Colonel. Tt c cc nhn vin ca cng ty u thng nht cng ng phc v

ty theo cp bc ca nhn vin m c s nhn bit khc nhau. H thng nhn din

thng hiu nh th gip khch hng c th nhn ra KFC d dng khng b nhm

ln vi cc thng hiu khc.

Khng ch to cho khch hng n tng t ci nhn bn ngoi, khch hng cn

nhn thy c s chuyn nghip trong cch phc v ca nhn vin ti ca hng.KFC p dng cht ch cc tiu ch Champs v tiu chun v sinh, cht lng, tc

, s chnh xc, thit b vn hnh tt nhm mang li cho khch hng s phc v

tt nht.

H thng trang thit b hin i v p ng c nhu cu khch hng. Khch hng

c th va n va tr chuyn trong khng gian thoi mi, lch s cng bn b, gia

nh, c th gin vi tivi, m nhc du dng v nh nhng. H thng v sinh

p ng cho nhu cu ca khch hng vi s sch s v tin li. Bn cnh ,


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mt s ca hng, KFC cn dnh nhng khu vc cho tr em vui a, phc v cho

cc em nh nhn ngy sinh nht, to cm gic an ton cho ba m khi a tr vo

h thng ca hng

Vo KFC khch hng s cm nhn c s sang trng,thanh lch trong cch bi tr

ca ca hng. Khng gian ca hng lun to s mt m, vui ti vi nhng hnh

nh trang tr bt mt, sinh ng v vui nhn. Vic by tr bn gh mang n cho

khch hng mt s thoi mi nht nh khi s dng thc n ti ca hng, m bo

khch hng c khng gian ring v hp l.

Chin lc csvt cht ca KFC lun mun hng n s hin i, nng ng,

thoi mi, sch s v an ton cho khch hng.

6. PeopleS cp bc nhn vin ca KFC:

Con ngi l yu t quan trng trong hot ng ca mt t chc quyt nh s

thnh bi ca mt doanh nghip. Vi doanh nghip hot ng lnh vc dch v

th yu t con ngui c mt v tr c bit vi sn phm ca doanh nghip v gp

phn khng nh to nn s thnh cng cng nhnh vc thng hiu trong

lng khch hng.

Thi phc v tn tnh, chu o gii p cc thc mc, gii quyt khiu ni, cung

cp y thng tin v sn phm khi khch hng cn to nn s tha mn ca

khch hng khi s dng dch v ti KFC. S thn thin, ti vui ca nhn vin to

cho khch hng mt khng kh thoi mi v d chu.

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 hng v tng li nhun. KFC th hin


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sau (khong 1-2 pht) khch nhn thc n v b n v tr mnh thch

thng thc. Tuy nhin, c nhng khi khch i ng ngi, gi nhiu mn,

khng mun khch phi ng i lu, nhn vin s hng dn bn n mt v tr

ngi thch hp trong lc i nhn vin phc v mang thc n n.

Cn nhng gia v phi km thc n nh tng t, tng c hay tm, ng ht,

khn giy khch s t phc v. Khch n ni cc gia v cng nh vt dng,

v em li bn n ca mnh thng thc.

V sau khi dng xong, chn, da, dao, na sc li trn bn,mi th s c

nhn vin phc v ca KFC dn dp sch s.

Xen ln vi phong cch t phc v l s phc v nhit tnh,thn thin ca nhn

vin KFC khi khch c bt c yu cu. Vi s kt hp hp l gia 2 phong cch

phc v, KFC tha mn c rt nhiu khch hng, t ngi d chu nht

cho n ngi kh tnh nht.

Trong qu trnh phc v,mi hot ng trong ca hng t cch lm vic ca nhn

vin n thi ca khch hng u c gim st bi qun l ,mi ca hng,

nhn vin c qun l cho, theo di v nh gi. Qun l s nhc nhnhn

vin nu thy mt khch no n trc nhng khng c phc v trc nhm

m bo s cng bng cho khch hng. Bn cnh , vi nhng vn ngoi kh

nng v quyn hn ca mnh, nhn vin khng c php ta ra quyt nh v

gii quyt, m ngi qun l ca ca hng KFC s l ngi ng ra chu trchnhim. V d nh, khi khch hng phn nn v bt ciu g sai st ca dch v

(cht lng thc n, cung cch ca nhn vin,.), qun l ca ca hng sng

ra xin li v lm du khch hng, sau xem xt li nhn vin ca mnh, gip h

sa i sai lm.

b. ng dng cng nghTrong mi trng cng ngh pht trin nh v bo hin nay, vic ng dng cc

cng ngh l khng th thiu i vi bt k dch v no.KFC cng khng ngoi l. Hin nay, h thng website ca KFC c hnh

thnh vi phong cch sng to, thu ht v hnh nh, m thanh sng ng. Trn ,

thc n ca KFC c a vo, vi hnh nh v gi c ging nh trn thc n

giy ti cc ca hng. Khch hng trc khi n KFC c th tham kho trc thc

n thng qua website c s la chn tt nht, tha mn nht.

Bn cnh , trn website ca KFC, xy dng xong phn t hng trc tuyn.

Khch hng s click vo , chn mn n mnh mun theo thc n, in cc


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thng tin v tn, a ch, thi gian, sin thoi vo cc khung yu cu v gi yu

cu t mn i. Sau , cc nhn vin t cc ca hng KFC s gi li cho khch

hng sm nht phc v h.

Nu khch hng khng mun phi chi, mun n lin, th c th ln website

xem thc n, v gi ngay n ng dy nng (08) 3848 9999 t hng. Lc

, nhn vin tip tn s tip bn qua in thoi, hi cc thng tin v tn, a ch,

sin thoi v sau 30 pht, bn s nhn c mn n ca mnh thng qua

nhn vin giao hng ca ca hng gn nht. Lc , bn thanh ton ha n trc

tip cho nhn vin giao hng lun. Mt iu lu , vi nhng ha n trn

80,000 th khch hng c hon ton min ph dch v giao hng; cn vi

nhng ha n di 80,000 th khch hng s phi tr thm 10,000 cho dch v

giao hng. Ngoi ra, KFC khng nhn giao hng cho nhng n hng di

50,000.

Vi mt slogan Ght tr !, KFC lun c mt i ng giao hng tn tnh, chu

o, v lm hi lng khch hng ca mnh vi thi gian ngn nht.

Ngoi ra, KFC cn s dng cc cng ngh trong qu trnh qun l kim sot

cht ch cht lng dch v, cng nh cht lng i ng nhn vin. Thng qua

vic kim tra st, KFC lun m bo tha mn mi khch hng n vi KFC.

II.BNG CU HI KHO ST1. Gii tnh

a. Nam b. N c. Khc2. tui

a. Di 18b. 18 25

c. 26 35d. Trn 35

3. Ngh nghipa.

Hc sinh Sinh vin

b. Lao ng ph thong c.Nhn vin vn phng

d. Khc: ..4. Thu nhp:

a. Di 3 triub. 3tr 8tr

c. >8tr 15trd. Trn 15tr

5. Bn thng i n KFC vi ai NHT:a. Mt mnh

b. Gia nhc. Bn bd. Ngi yu


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6. Bn thng gi mn g NHT ?a. G rn

b. Hambugerc. Kem/nc gii khtd. Khc

7. Bn thng gi phn n g NHT?a. Compo

b. Gi theo tng mn8. L do bn chn phn n ?.........................................................................................9. Khi mun n thc n nhanh, bn s:

a. Chn n KFC ngay.b. Lng l, ri chn KFCc. Khng suy ngh, n g cng c.

d. Lng l, ri khng chn KFCe. Khng chn KFC.

10.Mc nh hng ca cc yu t sau n quyt nh chn KFC ca bn : ( nh gi t 1n 5 theo mc t t nh hng nht n nh hng nht )

Qung co 1 2 3 4 5

Khuyn mi 1 2 3 4 5

Bn b 1 2 3 4 5

Tin li 1 2 3 4 5

n 1 2 3 4 5

Gi c 1 2 3 4 5

Sang trng 1 2 3 4 5

Dch v 1 2 3 4 5

11.nh gi mc ng ca bn vi cc kin sau v KFC ( nh gi t 1 n 5 theo mc

Bn thch KFC ! 1 2 3 4 5

Thc n y ngon 1 2 3 4 5

Phc v n cn 1 2 3 4 5

Gi c hp l 1 2 3 4 5

Cch trng by bt mt 1 2 3 4 5

Khng gian thoi mi 1 2 3 4 5

Thng xuyn c cc 1 2 3 4 5


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18

chng trnh khuyn mi

Dch v giao hng tt 1 2 3 4 5

Thi gian ch i ca

hng nhanh

1 2 3 4 5

Cc ca hng KFC hin nay

l thun tin cho bn n n

1 2 3 4 5

12.nh gi cm nhn ca bn khi s dng n KFC: (1- rt khng hi lng,5-rt hi lng)Ngon 1 2 3 4 5

B dng 1 2 3 4 5

c o 1 2 3 4 5

An ton thc

phm

1 2 3 4 5

13.Bn s dng dch v no ca KFC? (cu hi nhiu la chn)a. giao hng b. t chc tic c. th vip

Nu chn p n a, xin vui lng tr li cu14.

Nu chn p n b vui lng tr li cu hi tngng 15.

14. kin ca bn v dch v ght tr ca KFC: (1-hon ton khng hi lng,5-rt hi lng)Thi nhn vin giao

hng

1 2 3 4 5

Thi gian giao hng 1 2 3 4 5

m bo giao ng nt hng

1 2 3 4 5

Nhn vin tng i lch

s

1 2 3 4 5

ng dy t hng

khng bao gibn.

1 2 3 4 5


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15. kin ca bn v dch v t chc sinh nht ti KFC: (1-hon ton khng ng . 5-rtng )

Vui nhn 1 2 3 4 5

Chu o 1 2 3 4 5

Gi cthch hp

1 2 3 4 5

Tin li 1 2 3 4 5

16.Xin bn vui lng cho kin: (nh gi t 1 n 5 theo mc t khng ng n ng )Bn cm thy thoi mi vi phong

cch t phc v ti KFC

1 2 3 4 5

Nhn vin phc v tt 1 2 3 4 5

Mc hi lng v khuyn mi ca

KFC

1 2 3 4 5

Bn rt thch website ca KFC 1 2 3 4 5

Bn ng h hnh thc t hng trn

website ca KFC

1 2 3 4 5

17.Bn bit thng tin Khuyn mi tu (nhiu la chon)a. tv

b. facec. websited. Qua bn b,ngi than

e. trif. qung cog. khc: ..

18.Sau khi bn gi th phn nn v dch vKFC, bn c thy KFC thay i tt hn ko?a. Tt hn.

b. Vn th.

c. Ti cha gi th gp bao gi.

19.Bn c bit chng trnh khuyn mi gn y ca KFC khng?a. C b. Khng

20.Bn c hi lng vi cht lng ca sn phm khuyn mi khng?a. Khuyn mi ngon hn bnh thng

b. Khuyn mi dhn bnh thngc. Nh nhau.


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KFC vn ni ting vi mn g rn truyn thng tuy nhin, khi nhm tin hnh kho st,

ch c 18,8 % cho rng KFC c o .Trc s cnh tranh ca nhiu i th,nhiu snphm tng t c mt trn th trng, sn phm ca KFC dn mt i s c o trong tm

tr khch hng. V th, bn cnh nhng sn phm mi nh cp trn, KFC cng cn

phi khng nh sn phm truyn thng ca mnh nh kt hp nhng mn dinh dng

khu phn nh vi g truyn thng . Ngoi ra, KFC cn a dng hn v thc ung

p ng nh cu ca khch hng , b sung nhng ung mi b dng nh c thm

nc p tri cy ti nhiu vitamin v khong cht, nhng thc ung gip tr d tiu ha

sau khi n cc mn chin.

i vi dch v: cng ty cn nng cao h thng gp hn na. Trn website, facebook

cng ty cn c mt mc ring cho nhng phn nn, gp ca khch hng. Ti cc ca

hng, thng gp cn t ti v tr khch hng d dng nhn thy.


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Qua kho st ca nhm: 35,4% cho rng gi c khng hp l, 25 % l ng . Nhng v

a s,nhng ngi m nhm kho st l hc sinh , sinh vin( 44 hc sinh , sinh vin, 5

nhn vin vn phng). C th thy rng, s lng hc sinh sinh vin cho rng gi c ca

KFC cha hp l l rt nhiu. Theo xut,KFC nn c chng trnh gim gi cho sinh

vin khi h xut trnh th sinh vin lc thanh ton ha n, nhng th khuyn mi gim

gi ca KFC cn ph bin nhng coupon ny hn na n hc sinh ,sinh vin. Hoc a

ra cc hnh thc chit khu, gim gi cho nhng nhm i trn 10 ngi KFC Theo

kt qu kho st ,70,8% cho rng khuyn mi ca KFC nh hng nhiu n h, v vy

KFC cn c p dng chng trnh khuyn mi nhiu hn c thm nhiu khch hng

hn.

C mt s kin cho rng, cht lng sn phm khuyn mi khng bng vi sn phm

thng thng, lm nh hng n tm l khng tin tng vo hnh thc khuyn mi. KFC

cn c nhng chng trnh khuyn mi p ng thc s ngi tiu dng hn.

Theo s liu nh sau:


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a s ngi kho st ng nhn vin KFC phc v tt vi 53,9% , tuy nhin, vi 11,3

% khng ng v 33,7 % khng kin , KFC cn quan tm nhiu hn n cch phc

v ca nhn vin v thi , s nhit tnh, nhanh nhn ca nhn vin hn. KFC vn l

mt dch v tiu chun, nhn vin ng vai tr rt quan trng trong qu trnh phc v

khch hng, nhn vin cng phc v tt, khch hng cng hi lng hn, nhn vin l mt

trong nhng nhn t quan trng gip khch hng quay li vi ca hng . Trc s cnh

tranh vi cc dch v tng t ca i th, nhn vin ng vai tr quan trng gi

khch hng trung thnh. Cng ty cn nng cao cht lng phc v ca nhn vin hnna, c bit, qun l l ngi gim st, h trnhiu cho nhn vin phc v khch hng

tt hn.

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