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    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

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    NI DUNG1

    GII THIU VKFC

    2

    TH TRNGTHC NNHANH VIT NAM

    3

    NH GICHIN LCTHM NHPTH TRNG

    VIT NAMCA KFC

    2

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    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

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    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.

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    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

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    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

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    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

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    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

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    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.

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    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

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    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

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    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

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    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.

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    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.

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    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

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    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?

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    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.

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    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

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    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

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    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

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    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)

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    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.

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    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

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    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.

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    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

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    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.

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    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

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    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

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    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.

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    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 .

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    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.

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    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

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    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

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    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

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    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

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    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

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    CM N S CH THEO DI CA THY

    V CC BN

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