1

MC LC

LI M U ............................................................................................................. 3

CHNG 1: GII THIU V TP ON MCDONALDS ............................. 4

1.1 Lch s hnh thnh ......................................................................................... 4

1.2 nh v thng hiu ....................................................................................... 5

1.3 M hnh nhng quyn ca McDonalds ...................................................... 5

1.4 McDonalds ti Vit Nam.............................................................................. 6

CHNG 2: PHN TCH MARKETING MIX CA MCDONALDS VIT

NAM .......................................................................................................... 7

2.1 Chin lc sn phm (Product) ..................................................................... 7

2.1.1 Danh muc sn phm ................................................................................ 7

2.1.2 Cu thanh sn phm ................................................................................ 7

2.1.3 Nhan hiu ................................................................................................ 9

2.1.4 Bao b .................................................................................................... 10

2.2 Chin lc gia (Price) .................................................................................. 10

2.2.1 Cac nhn t nh hng n quyt nh gia ca McDonalds ............... 10

2.2.2 Phng phap nh gia ........................................................................... 10

2.3 Chin lc phn phi (Place) ...................................................................... 11

2.4 Chin lc xc tin (Promotion): ................................................................ 14

2.4.1 Chin lc xc tin ............................................................................... 14

2.4.2 Cc cng cu xc tin ............................................................................. 14

2.4.3 Chin lc thm nhp th trng .......................................................... 17

CHNG 3: SO SNH MCDONALDS VIT NAM V MCDONALDS

HOA K ........................................................................................................ 20

3.1 Chin lc sn phm (Product) ................................................................... 20

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3.2 Chin lc gi (Price) .................................................................................. 21

3.3 Chin lc phn phi (Place) ...................................................................... 23

3.4 Chin lc xc tin (Promotion) ................................................................. 25

CHNG 4: SO SNH MCDONALDS V KFC VIT NAM ................... 27

4.1 Vn nhng quyn .................................................................................. 27

4.2 S khc nhau trong qu trnh xm nhp th trng Vit Nam .................... 28

CHNG 5: NH GI CA NHM NGHIN CU ................................... 32

TI LIU THAM KHO ......................................................................................... 35

KT LUN ............................................................................................................... 37

3

LI M U

Trong nhng nm gn y, thc n nhanh dn tr nn quen thuc v ph

bin vi gii tr ni ring cng nh ngi Vit Nam ni chung. Hng lot cc

thng hiu thc n nhanh ni ting ca th gii nh KFC, Lotteria, Jollibee, Pizza

Hut, u a thm nhp th trng Vit Nam v kinh doanh rt thnh cng.

McDonalds, mt thng hiu dn u v kinh doanh thc n nhanh trn th gii

nhiu nm nay, a nhanh chng m rng sang th trng Vit Nam, khng nh v

cng c v tr s mt v chui ca hng thc n nhanh trn ton th gii.

Thm nhp th trng Vit Nam gn mt nm, McDonalds a t c

nhng thnh tu nht nh, ma nguyn nhn n t s di do v vn u t cng

nh chin lc marketing ph hp, kt hp kho lo gia s tiu chun ha quc t

v ni a ha a phng. Vic nghin cu chin lc marketing ca McDonalds

Vit Nam s mang li nhng bi hc cn thit v s kt hp cc yu t trong

marketing to nn chin lc xy dng thng hiu cho th trng thc n nhanh

vn cnh tranh khc lit Vit Nam.

Bi nghin cu cn hn ch v kin thc chuyn mn cng nh kinh nghim

thc tin ca cc thnh vin, v vy, nhm mong mun c s gp , b sung ca

giao vin hng dn.

Trn trng.

4

CHNG 1: GII THIU V TP ON MCDONALDS

McDonalds la mt tp oan kinh doanh h thng nh hng thc n do hai

anh em Richard v Maurice McDonald thnh lp u tin vao nm 1940. Nn tng

ca s pht trin thnh cng ngy hm nay l do Ray Kroc mua li ca anh em

McDonald v pht trin n thnh mt trong nhng d n kinh doanh m thc

thnh cng nht th gii.

1.1 Lch s hnh thnh

Cach y 60 nm, San Bernadio, bang California, Ray Kroc l mt ngi

bn hng, chuyn cung cp sa lc cho mt ca hng thc n phuc vu li xe v

khach hang qua ng ca hai anh em Dick va Mac McDonald. Kroc c tnh rng

hng thng ca hang nay ban c trn 2,000 hp sa lc v t , ng t m mun

bit nhiu hn l do ti sao cng vic kinh doanh ca hai anh em nh McDonald li

thanh cng n th. ng ta ti thm ca hang phuc vu nhanh nay va cc k kinh

ngc trc tc phuc vu y: 15 giy cho mt chic bnh burger 15 cent vi

khoai ty v sa lc. Nhn thy tim nng phat trin ca cng vic kinh doanh ny,

Kroc quyt nh tham gia vao. Anh em nha McDonald a ng vi li ngh ca

Kroc v vic mua li bn quyn quan n nay rng hai anh em nh vn s c

hng 1% doanh s bn hng t cc ca hng. Vo ngay 15 thang 4 nm 1955,

Kroc khai trng ca hang McDonalds phuc vu thc n nhanh u tin ti Des

Plaines, ngoi pha bc Chicago.

Vi tc pht trin cc nhanh, h thng cc ca hang McDonalds ban

c hn 100 triu chic banh hamburger trong vng 3 nm u tin v ca hng

McDonalds th 100 a c khai trng 4 nm sau . Ti nm 1961, Kroc tr 2,7

triu la M mua ht ton b t anh em nh McDonald.

Khng ch ph bin trong nc M, McDonalds cn nhanh chng c c

nhng thnh cng trn nhng th trng quc t khac nh Canada, Nht Bn, c

hay c. Ca hang u tin ca McDonald's m ti nc ngoai la vao nm 1967,

ti Canada va Puerto Rico. Tnh n nay, McDonalds a c khong 31.000 nh

hng ti 119 quc gia.

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1.2 nh v thng hiu

McDonalds a nh v bn thn l nh hng kinh doanh thc n nhanh vi

chi ph thp, thn thin vi gia nh. Trong nhng nm gn y, McDonalds c xu

hng m rng phm vi ca mnh thu ht khach hang hn. Ngoai ra, cng ty

ang tp trung vo vic ct gim thi gian giao hng v ct gim chi ph thc n

thng qua cc thit b hin i nht v cng ngh tin tin nht. Nhiu nh hng

McDonalds c hai h thng drive-thru1 gim thi gian ch i va tng lng

khch hng phuc vu. iu khc bit ca McDonalds so vi i th cnh tranh th

hin cch tip th n th trng cc gia nh. Cac i th cnh tranh vi

McDonalds nhm vo nhng th h khc, chng hn nh Burger King nhm vo

nhng ngi tr. i vi McDonalds, khi mi thnh lp, khch hng muc tiu u

tin ca h l tr em, th nhng, nhng nghin cu gn y a cho thy rng, ngi

ln tiu thu nhiu hamburger hn so vi tr em. V vy, McDonalds a thm vao

hai nhm khch hng muc tiu mi cho mnh l thanh thiu nin va ngi ln.

McDonalds a tng bc nh v cho mnh tr thanh ng ch ca cng ngh

thc n nhanh thng qua vic thit lp cc tiu chun cn li cho ngnh cng nghip

ny.

1.3 M hnh nhng quyn ca McDonalds

Nm 1955, Ray Kroc nhn ra rng cha kha thnh cng l nhanh chng

m rng kinh doanh. Cch tt nht t c l thng qua hnh thc nhng

quyn thng mi. Ngy nay, hn 70 % ca hang McDonalds c iu hnh theo

phng thc ny. Hin nay, tp oan a c trn 1.200 nh hng cng vi hn

70.000 nhn cng, trong c 36 % c qun l bng hnh thc nhng quyn.

Theo Kroc, b quyt thnh cng ca mt ca hang c nhng quyn

thng mi nm gn trong mt t: ng nht. Cac chi nhanh nhng quyn v

cc chui ca hng cng cung cp cng mt sn phm hoc dch vu nhiu a

im khac nhau. Khach hang c xu hng s dung cc nhn hiu quen thuc do bn

1 Drive-thru: Drive-thru l mt hnh thc dch vu mua hng m khch hng c th mua trc tip ngay trn xe

ca mnh. McDonalds la nha hang u tin trn th gii phuc vu theo m hnh Drive-thru t nm 1975 mang ti cho cc khch hng bn rn mt ba n ngon nhng vn nhanh chng v tin li. McDonalds la nha hang u tin gii thiu m hnh ny ti Vit Nam.

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nng c xu hng trnh nhng th xa l. Mt nhn hiu em li cm gic an ton

khi cc sn phm mang nhn hiu ny ging nhau mi ni, mi lc.

Hn th na, tp oan McDonalds a to cho m hnh nhng quyn ca

mnh mt bc tin mi vi vic kt hp vic cho thu ca hng vo hp ng

nhng quyn. Vic kt hp nay c xem nh mt hnh thc thu li gin tip t

thng hiu. Da trn , cng ty s mua mnh t m mt nha hang c nhng

quyn theo k hoch c xy dng ti . Sau s cho ngi ch nh hng

nhng quyn thu mnh t trong mt thi gian nhng quyn nht nh. Tuy

nhin, tin thu hng thng s c tnh da trn doanh thu. Khi ht thi hn

nhng quyn th gi tr ca nhng l t nay cng s tng ln nhiu ln so vi gi

tr ban u c mua cng nh so vi cac l t hin c quanh khu vc ca ca

hng ti cng thi im. Bi l, theo nhiu ngi, chnh thng hiu ca

McDonalds a lam cho gia tr ca l t tng ln nhiu ln va la 1 trong

nhng yu t gin tip to thm li th cho chnh l t, va tng ng l mt khon

li nhun gia tng thm cho l t c to ra t nhng quyn.

Hot ng cho thu nha t ny mang li nhun nhiu n mc a c mt

cng ty ring (Franchise Realty Corporation) c lp ln ch phuc vu cho vic

qun l cc hot ng ny ca McDonalds.

1.4 McDonalds ti Vit Nam

Ngay 08/02/2014, nha hang McDonalds u tin Vit Nam c khai

trng ti ca ng pha ng ca thnh ph H Ch Minh. Ngi nhn nhng

quyn thng hiu ny ti Vit Nam l doanh nhn Nguyn Bo Hoang, ngi

thng c bit ti ch yu vi vai tr Tng giam c Qu u t mo him IDG

(IDG Ventures) tr gia hn 100 triu USD, chuyn u t vao cac cng ty cng

ngh nh Baidu, Sina ca Trung Quc hay VNG, VC Corp, Peacesoft ca Vit

Nam.

Theo tnh ton ca nhiu chuyn gia th gii da trn ti liu v nhng

quyn thng hiu, s tin ma ngi nhn nhng quyn nh ng Nguyn Bo

Hong phi chi tr l khong 1-1,9 triu USD c cho php m ca hng

McDonald's ti Vit Nam.

7

Tnh n nay, McDonalds a c 3 ca hng ti thnh ph H Ch Minh v

u phuc vu khch hng 24/7 cng vi h thng drive-thru thun tin.

Muc tiu ca McDonalds khi vao Vit Nam l thit lp mt chun mc mi

cho ngnh cng nghip nh hng phuc vu thc n nhanh ti y, ng thi mang

n cho khch hng nhng tri nghim c nht ch c ti chui nh hng ca

McDonalds.

CHNG 2: PHN TCH MARKETING MIX CA

MCDONALDS VIT NAM

2.1 Chin lc sn phm (Product)

2.1.1 Danh muc sn phm

Nhm gip khach hang c nhiu s la chn, McDonalds a to ra mt thc

n phong ph t cc loi banh Burger a dng n cac mn n km theo, mn

trng ming v c thc ung.

Bnh Burger: Big Mac (Burger 2 lp b, ph mai, rau ti va st Big

Mac), McPork (Burger heo, rau ti va st Mayo), McChicken (Burger

ga, rau ti va st Mayo), Fille-O-Fish (Burger phi l c, ph mai v st

Tar-tar) v chn loi burger khc.

Mn n chung: G McNuggets, Cnh g McWings v Khoai ty chin

Nc ung: Nc cam Teppy, Nc sui Dasani, Coca-Cola, Sprite, v

mt s loi nc khc.

Trang ming: Kem c qu, Banh tao nng, v mt s mn trng ming

khc.

2.1.2 Cu thanh sn phm

2.1.2.1 San phm hin thc:

Sn phm ca McDonalds Vit Nam bao gm cc loi bnh burger khc

nhau, cac mn n chung, mn trng ming va nc ung trong tp trung ch yu

vo bnh burger vi cht lng ng nht vi toan th gii. Bn cnh nhng hng

v quen thuc ca bnh burger trc y, khi xm nhp vao th trng Vit Nam,

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McDonalds c bit c thm mt v mi cho bnh Burger, la banh Burger tht

heo McPork, McPork Deluxe v Double McPork Deluxe. Chnh sch trn ca

McDonalds la hoan toan c c s, v theo s liu t B Nng nghip Hoa K, trong

nm 2013, Vit Nam tiu thu 2,315 triu tn tht heo, tng ng trung bnh mt

ngi Vit Nam tiu thu 25kg tht heo mt nm. Bn cnh , bnh Burger

McDonalds Vit Nam c s iu chnh ph hp v kch thc (s bnh c ln t

hn so vi thc n gc). Ngoi ra, nhm ap ng c im rt thch n km rau

trong cc ba n ca khch hng Vit Nam, McDonalds a b sung thm hng v

ti xanh ti th trng nay, cac bp rau xanh c trng ring ti nng tri a Lt

va c chuyn n nh hng mi ngay bo m cht lng v gi c ti

ngon.

Mt trong nhng tnh cht c trng ca thng hiu McDonalds chnh

la tnh ng nht trong cht lng sn phm c u tin hang u trong sut qu

trnh chuyn nhng thng hiu. McDonalds khp ni trn th gii bao gm c

Vit Nam tun theo nhng tiu chun nghim ngt v nguyn vt liu. Tt c

nhng nh hng ca McDonald's ch ly cc sn phm tt nht t cc nh cung cp

chn lc. Nhng nh cung cp nay c yu cu phi tun theo cc tiu chun

nghim ngt chun b cc nguyn liu thc phm tht cht lng v hp v sinh

(Website chnh thc ca McDonalds Vit Nam). McDonalds t ra nhng tiu

chun v thc phm rt cao t nhng nguyn liu nh nht nh rau xanh n km,

n thnh phn chnh ca sn phm l bnh m v tht. Cc tiu chun ca

McDonalds:

i vi rau c:

Thng xuyn kim tra ti va cht lng

c chm sc vi lng phn bn ph hp v ch s dung cc loi

thuc tr su c php

Thng xuyn kim tra nng vi khun

ng vt chn nui

Cc trang tri c gi sch s rt cn thn, y nh sng, thng

gi v nhit lun c kim sot

Lun m bo c ngun nc sch v thc n sch

9

Thc n phi c ng trong mang n trnh nhim

T chn nui n vn chuyn, ch c cac nhn vin a c ao to

mi c th c php thc hin cc cng vic ny

V vic kim sot cht lng

Ch nhng nguyn liu ti tt nht mi c s dung .

Nhit v thi gian c kim sot cht ch trong sut qu trnh sn

xut

Tun th cc tiu chn v vi sinh

Chng trnh Effective Hazard Analysis and Critical Control Point

(HACCP) and Good Manufacturing Practice (GMP) c p dung v tt c

cac nhn vin u c ao to

Chnh nhng tiu chun kht khe nh vy nn hin nay McDonalds Vit

Nam tin hanh nhp 90% nguyn liu t nc ngoai. Cac sn phm ca

McDonalds ti Vit Nam s dung nguyn liu t chui cung ng toan cu vi

100% tht b c nhp khu t Uc, tht heo va khoai ty chin nhp t M. i

vi nguyn liu a phng, McDonalds ch s dung duy nht sn phm rau ti

va ca chua t a Lt. Hn th na, McDonalds cng quan tm n sc khe ca

ngi tiu dung bng vic s dung du thc vt chin khoai ty va mt s sn

phm khac. Do ngi tiu dung c th yn tm hn khi s dung cac sn phm

ca McDonalds.

2.1.2.2 San phm tim nng

McDoanlds s sm a ra th trng Vit Nam cac mn n im tm sang

theo khu v ngi Vit trong thi gian ti.

2.1.3 Nhan hiu

Ca hang thc n nhanh McDonalds thm nhp th trng bng phng

thc Nhng quyn thng mi nn McDonalds Vit Nam vn gi ng phng

thc t chc hot ng, b quyt kinh doanh, khu hiu kinh doanh, biu tng kinh

doanh va nhan hiu thng mi. Nhn hiu ca McDonalds la s kt hp gia 2

mau v mu vng to cm giac tran y nng lng v nim vui n mi ngi.

10

Biu tng Golden Arches (hnh ch M vng cung mu vng) ngy nay tr thnh

mt phn khng th thiu trong b nhn din thng hiu McDonalds.

2.1.4 Bao b

Bao b ca ca McDonalds du la n ti nha hang hay mang i u th hin

s chuyn nghip v tin li m h mun mang n cho khch hng. Bao b ng

bnh burger c hnh dang ca mt chic hp giy, c thit k kt hp gia ch in

m va hnh nh minh ha th hin cac thanh phn v nh cht lng sn phm.

Bao b ng khoai ty chin c thit k la mt hp giy hnh tru dt, ng.

Bao b ca McDonalds ngoai vic cha ng mn n, to s tin li v gia

tng cm gic hng th khi n, cn l mt hnh thc truyn thng hiu qu cho

McDonalds vi thit k bt mt cng b nhn din thng hiu r rng. Bn cnh

, tt c cac bao b nay u thn thin vi mi trng v c lam t giy tai ch.

Cac thao tac ng gi bao b rt d dang va nhanh chng mang li cho McDonalds

hiu sut phuc vu khach hang rt cao.

2.2 Chin lc gia (Price)

2.2.1 Cac nhn t nh hng n quyt nh gia ca McDonalds

2.2.1.1 inh vi san phm

Tiu chun cht lng ca hang lam gia tng chi ph ca cac mn n do 90%

nguyn liu c nhp khu t nc ngoai.

2.2.1.2 Muc tiu marketing

Muc tiu marketing ca McDonalds Vit Nam la m thm 100 ca hiu

trong vng mt thp ky ti.

2.2.1.3 Chi phi tiu thu san phm

L thng hiu ln u thm nhp th trng Vit Nam, McDonalds buc

phi y mnh cac khu qung cao va phn phi.

2.2.2 Phng phap nh gia

Khi McDonalds thm nhp th trng thc n nhanh ti Vit Nam vao thi

im u nm 2014, McDonalds c mt li th rt ln la ngi dn Vit Nam a

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thch nghi v dn hnh thnh thi quen vi thc n nhanh k t khi mt s thng

hiu thc n nhanh thm nhp vao Vit Nam t nhiu nm trc nh KFC, Lotteria,

Burger King, Subway, Jollibee, Pizza Hut, Dominos Pizza C th thy s cnh

tranh trong th trng thc n nhanh Vit Nam ni chung, thanh ph H Ch

Minh ni ring rt khc lit, mc co gian cu ca ngi tiu dung i vi gia ca

nganh nay cao. Tuy nhin, khi thm nhp vao th trng Vit Nam, McDonalds tp

trung vao nhm khach hang muc tiu la tng lp trung lu, c thu nhp h gia nh

trong khong 500USD 1000USD mi thang, c s hu t phat trin m hnh

drive-thru u tin ti Vit Nam, cung vi vic bn thn McDonalds la mt thng

hiu ni ting toan cu nn McDonalds a thc hin chin lc gia cao.

Theo mt s nhn nh, gia sn phm ca McDonalds Vit Nam thp hn

gia mt sn phm tng t M nhng li cao hn gia ca mt s nc khac trong

khu vc nh Malaysia, Indonesia va Singapore. Cu th nh gia mt chic Big Mac

Vit Nam la 85.000 ngan ng (3,99USD), thp hn gia mt chic M

(4,62USD) va cao hn mt s nc trong khu vc nh Malaysia (2,23USD).

Indonesia (2,30USD), Philippines (2,98USD) va Singapore (3,60USD).

2.3 Chin lc phn phi (Place)

Hin ti, trong bc u xm nhp vo th trng Vit Nam, McDonalds c

tt c 3 ca hng phn b u khp thnh ph H Ch Minh. S d chn th trng

Tp.H Ch Minh lam ni bt u la v y chnh la mt th trng muc tiu vi

nhng khch hng c thu nhp cao McDonalds c th thc hin chin lc gi

cao ca mnh mt cch ph hp. Hn na, y la mt th trng si ng vi mt

dn s cao, li sng ngi dn kh hin i, c xu hng a chung nhng sn

phm mi l.

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12

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Bc vo th trng Vit Nam vi t cach mt ng ln trong lnh vc thc

n nhanh, McDonalds la chn m hnh kinh doanh hon ton khc bit vi cc

thng hiu a c trn th trng. Hai trong s ba ca hang u tin ca

McDonalds u nm ngoi khu trung tm thnh ph. McDonalds khn ngoan tach

bit khi am ng khi khng la chn cc ca hng tp trung ti khu trung tm.

y la bc i kha tao bo nhng kh thi cho McDonalds khi th trng trong

thnh ph a cht hp vi hang trm ca hng ca cc thng hiu thc n nhanh

khac a c sn trn tng gc ph. McDonalds la chn v tr cc ca hng ti con

ng chin lc hng vo thnh ph khi i t min Bc, min Trung qun 1

cng nh con ng qun 6 i vao thanh ph t hng min Ty. iu ny s to

iu kin cho cc khch du lch bng t cc min c th thng thc sn phm

thng qua dch vu Drive-thru c ao. Bn cnh , l do cho hai v tr ny c th

l yu cu v mt bng rng ln vi cc khun vin ti cc ca hang, (iu m kh

thc hin v tr trung tm) hoc cng c th muc tiu ca McDonalds la n bt

lng ngi di chuyn ra vao trung tm lc i lam va gi tan tm. Cn v ca hng

khu vc trung tm, bn cnh muc tiu kinh doanh, n s ng vai tr nh cac

bng qung co va ng thi ginh git khch hng vi nhng i th khc.

ng cp ca cc ca hang McDonalds c xy dng t s khc bit trong

v tr, din tch n c khch hng tip cn. McDonalds mt thng hiu vi hn

50 nm trong ngh, c trn 30.000 ca hng v c mt trn 120 quc gia trn th

gii, McDonalds rt ch trng n vic ni a ha cc sn phm ca mnh khng

ch cac mn n ma cn cch trang tr thit k ca mi ca hang. Design

innovations are borne out of consumer insight which means revisiting the whole

look and feel of our restaurants, trying to reflect the local style, and upgrading the

overall customer experience in the restaurant. y l cu gii thiu v cc nh

hng ca McDonalds trn t McDonalds Euro Virtual Press Office, muc tiu ca

McDonalds l to cho khch khng nhng tri nghim tng th mi l khi n ti y

13

nhng vn c gng phn anh c nhng nt vn ha ca tng quc gia, tng a

phng ma McDonalds phuc vu. Bn cnh nhng thng hiu khac, McDonalds

ni bt ln p vi logo ch M mau vang cung cac tng mau , en phi hp, to

nn s sang trng va ng cp. Vit Nam, bn trong cc ca hng khng cn c

nhng b bn gh mau vang va vn c coi la nh ngha ca McDonalds ma

thay vao la nhng b bn gh y mu sc em li s hin i, tin nghi, ph

hp vi phong cch tr trung ca ngi tiu dng Vit. Bn cnh , cach trang tr

cn mang mt cht ca xu hng phong thuy, ph hp vi vn hoa ngi phng

ng nh tng quan c p g, trang tr bng hnh sng nc, th hin s cn

bng gia lao ng v ngh ngi, iu ma ai cng mun hng ti. Nhng hnh nh

tru tng th hin s thnh vng hay biu tng cho s may mn, hnh phc,

em li s thoi mi cho khch hng. C th ni cch bi tr phong thy, vn mang

m cht vn ha phng ng, khng th ph hp vi n nhanh McDonalds

vn l mt phn ca vn ha phng Ty, nhng cach bai tr nay a th hin c

phng chm a phng ha ca McDonalds.

c bit vi hai dch vu ln u tin xut hin ti Vit Nam l Drive-thru v

dch vu bn hng 24/7 ha hn s mang n nhng tri nghim m thc mi m v

thu ht. Drive Thru la quy trnh c bit ca McDonald c nhiu ngi nhc n

v n c qung co set up ch mt 2 pht. Theo , xe s chy t cng chnh vo

khu vc Drive Thru, n quy gi mn qua mn hnh LCD, sau khi xc nhn mn

n, khach hang di chuyn n quy thanh ton ri ti quy nhn hng v ra v bng

ng dnh ring cho dch vu ny. Cn v dch vu bn hng 24/7, McDonalds m

ca sut 24 gi trong ngy v 7 ngy trong tun phuc vu nhu cu ca khch hng

vo bt k khong thi gian nao. iu ny l mt li th c bit i vi

McDonalds khi ma cuc sng gii tr v m TP.HCM ang phat trin ngy mt

mnh m, cc bar, cac bia club, pub, mc ln rt nhiu va c s hng ng

nng nhit t gii tr Si thnh. Vic c mt ni n ung tr chuyn vo ban

m trc y TP.HCM l mt iu kha kh khn, bi l do tp qun ca ngi

dn cng nh mt vai cac quy nh mt s ni khng cho hang quan m qu mt

khung gi quy nh nao , gi y vic McDonalds phuc vu 24/7 c ngha c

bit vi gii tr v du khch, nhng ngi tranh th thi gian ban m i kham

14

ph v mun tt qua lm lt d lc na m. Chnh v vy, McDonalds a tr thnh

mt im n l tng cho nhng v khch trong khong thi gian ny.

Vic xac nh khch hng muc tiu ngay t ban u l tr em a khin cho

vic u tin phuc vu cho tr em McDonalds tr thanh iu tin quyt, iu th

hin trong thit k ca c 3 ca hang McDonalds Vit Nam vi cac khu vui chi

dnh cho tr em c thit k rng ri, hin i, thu ht tr em mi la tui khi n

vi McDonalds. Vi suy ngh tr em s phi i cung b m v b m th thng s

khng t chi bt c yu cu no ca con ci. Mng th phn phuc vu tr em t lu

l mnh t mu m ca cc chui thc n nhanh va McDonalds a khn ngoan

trong vic ch v khai thc hiu qu mnh t ny.

2.4 Chin lc xc tin (Promotion):

2.4.1 Chin lc xc tin

McDonalds s dung chin lc ko, vi muc ch thu ht, gia tng lng

khch hng mua sn phm ca cng ty mnh bng nhng cng cu Marketing nh

qung co, khuyn mi, quan h cng chng. Muc tiu ca McDonalds la tac ng

trc tip n ngi tiu dng, khin h yu thch v s dung sn phm, t tng

doanh thu cng nh li nhun cho cng ty.

2.4.2 Cc cng cu xc tin

2.4.2.1 Quang co

McDonalds a dung nhng phng tin qung co ngoi tri nh bng hiu,

hp n cung cac phng tin in n nh thc n sn phm, ly, m, ao c logo

cng ty tng khch hng v khin khch hng tr thnh nhng ngi qung co

min ph gip hnh nh ca cng ty tr nn ph bin hn. Hin ti, McDonalds

cha tin hnh qung co trn v tuyn thng qua TVC nh cac i th cnh tranh

nhng a tin hnh qung cao thng qua bao ch cng nh cac phng tin ca

Internet.

2.4.2.2 Khuyn mi

McDonalds t khi ra mt a c nhng chin lc qung cao c ao, t vic

tng qua lu nim c in logo nhn hiu cho cac khach hang u tin n vic dnh

15

nhng khuyn mi v sn phm, em li nhng thnh cng v cng ln. in hnh,

vo ngy 28/3, ca hang McDonalds u tin a trin khai mt s kin s kin c

bit "McPork tht tuyt! Khng ua u!" trn phng tin Facebook. Cu th, vi

10.000 likes cho bi vit v s kin trn fanpage, McDonald's a Kao s dnh

tng hon ton min ph 1.000 bnh McPork cho cc khch hng vo ngy 1 thng

4. S kin nay a thu ht gn 12.000 lt likes cung 118 lt shares, chng t tuy

ch mi bc vo th trng trong mt thi gian ngn nhng sc nh hng ca

McDonalds la khng h nh. Hin nay, fanpage ca McDonalds trn Facebook a

c ti gn 350.000 likes, mt con s ang k cho nhng n lc ca ng ln nganh

fastfood trong vic tip cn ngi tiu dng Vit.

McDonalds xac nh mt phn khch hng muc tiu l tr em nn lun c

cac chng trnh khuyn mi thu ht dnh cho tr em. in hnh chng trnh tng

bong bng, tng m Pikachu va giao lu vi Pikachu, chng trnh Happy Meal su

tm trn b Pokemon, chng trnh v mt ho trang ngy 1/6, phn n X Trum

iu nay a thu ht mt lng ln khch hng l tr em cng nh mt lng ln

i tng khch hng l cc bc cha m vo mi ngy l, cui tun hay vo dp sinh

nht ca cc b. Nm c yu t tm l khch hang, McDonalds a c nhng

chin dch khuyn mi ph hp v rt thnh cng, nng cao doanh s mt cach ang

k.

Mt chiu thc khuyn mi thng qua s kin cc k nng hi trong d lun

ti Vit Nam cng nh trn toan Th gii a c McDonalds ap dung mt cch

v cng kho lo. Vi t cach la nha tai tr chnh thc ca FIFA World Cup 2014,

hoa cung khng kh bng a, McDonald's kt hp vi Adidas trin khai cuc thi

"St bng hay, nhn giay nh" trong giai on t ngy 30/6/2014 - 4/7/2014. Qua

, khch hng t s hu cho mnh mt gi French Fries FIFA World Cup 2014 ti

McDonald's, tham gia chi tr chi online va nhn c nhng phn qua n t

Adidas nh bnh nc, nn, ao thun, gng tay th mn, hoc b bo v chn. Cuc

thi a thu ht hang trm bn tr tham gia, khng nhng gip lam tng doanh thu ca

French Fries ma cn la mt phng tin qung co hiu qu cho McDonalds.

Tuy French Fries khng phi l sn phm chin lc ca McDonalds nhng li

c s dung lam iu kin cho cuc thi bi v gi tin ca n thp hn nhiu so

16

vi cc sn phm khc. T s thu ht nhiu khch hng tham gia thng qua vic

s hu va iu ny s gip McDonalds vn xa hn v mt hnh nh trong ngi

tiu dng. Bng mt chin lc Marketing kt hp c ao, McDonalds a thanh

cng k c v doanh thu ln v mt hnh nh.

Bn cnh , khng b l bt k ngy l no Vit Nam, nh la: Ngay phu

n Vit Nam, Ngy quc t thiu nhi, Valentine, Halloween.., McDonalds u c

cach trang tr c ao ti cc ca hng cng vi p dung nhng u ai c bit cho

sn phm nh gim gi phn n, chi tr chi min ph phn n, khuyn mi cc

qua lu nim

2.4.2.3 Quan h cng chng

Tip cn khch hng khng ch bi nhng u ai, s cht lng trong sn

phm ma McDonalds cn khn kho i vao lng nhng khch hng kh tnh bng

mt cai nhn y thin cm. Tuy thc n nhanh c nguy c dn n bnh bo ph

nhng McDonalds trong con mt ngi tiu dng lun gn lin vi hnh nh nng

ng, mnh m v tch cc. bt c ni nao McDonalds hin din, u c s

gn kt gia McDonalds va ngi tiu dng, t khu v ph hp n nhng hot

ng th duc th thao quen thuc. iu ny c th thy qua vic McDonalds la mt

trong nhng nh ti tr chnh ca Olympic v World Cup 2014.Cc tn ca cc

mn th thao u c th thy hnh nh McDonalds trn ng piste, trong nhng

trn cu nh cao. Qua cho thy McDonalds lun ng hanh va hng ngi

tiu dung n cuc sng nng ng, lnh mnh vi nn tng th cht tt nht. Trit

l y tt nhin cng c mang vo Vit Nam vi nhng chng trnh u t, h

tr bc u cho Saigon Heat - CLB bng r nh ngh ang ta nhit trong ln

ngoai sn u vi nhng chin thng n tng trc nhiu i th mnh. Hn th

na, Saigon Heat cn ang mang n nhng tri nghim mi m, th v cho nhng

ngi yu th thao Vit Nam, gp phn xy dng nim yu thch vn ng, ham m

chi bng r trong cng ng gii tr. y chnh la iu ma McDonalds hng

n bn cnh muc tiu qung b hnh nh ca mnh. Thm vao , Ngay hi gia

nh nng ng c t chc ti ca hang McDonalds aKao vao ngay

06/09/2014, nm trong chui hot ng Heat Up Your Summer - Si ng ma

h, nhm khuyn khch ngi tiu dng rn luyn v xy dng mt li sng nng

17

ng, khe mnh a thu ht hang trm bn tr va cac gia nh tham gia. T cho

thy s quan tm va u t c chiu su ca thng hiu nay i vi th trng Vit

Nam hay ni ng hn la i vi ngi tiu dng Vit.

Mt hot ng mang li gi tr nhn vn su sc ca McDonalds na phi k

n l chnh l vic ng hnh cng qu t thin Operation Smile Vietnam vo dp

ky nim 25 nm hot ng. Operation Smile Vietnam la chng trnh bao gm cc

hot ng phu thut nhn o cho tr em b d tt khe h mi, vm ming; khm

va iu tr nha khoa; cc hi tho, ao to v hm mt vi s tham gia ca cc

chuyn gia y t hang u trn th gii; cc nghin cu kho st v tnh trng tr b

d tt mi, vm ming; v nhiu hot ng khac tri n, nng cao nhn thc cng

ng. Cng vi nhng cng ty ln, McDonalds tr thnh nh bo tr c bit cho

chui cc hot ng nay, mang n cai nhn y thin cm v tch cc cho ngi

tiu dng Vit Nam, k c nhng khach hang kh tnh khng a chung cc sn

phm thc n nhanh trn th trng.

McDonalds a c nhng chin dch PR mang tnh nhn vn va xa hi su

sc, iu nay hoan toan ng n v hu hiu cho mt cng ty fastfood ang ng

trc s ln n mnh m ca cng ng bi nguyn nhn gy nn bnh bo ph hin

nay. Qua nhng hot ng qung ba , ngi tiu dng s c mt ci nhn khc,

gip v th ca cng ty trn th trng bn vng hn va phat trin mnh m hn

trong tng lai.

2.4.3 Chin lc thm nhp th trng

Khi bc vo th trng Vit Nam, McDonalds a tin hnh nghin cu,

ra nh hng pht trin v xy dng chin lc xm nhp th trng, mt yu t

quan trng quyt nh s thnh cng hay tht bi ca doanh nghip ny.

i vi v tr ca ca hang u tin, trong khi gii nghin cu th trng

nhn nh quy m ca qun s tng ng din tch trung bnh ca ca hng

McDonalds ti Singapore (khong 1.000 m2) th McDonalds li cho rng din tch

khng nht thit phi ging nhau ma phu thuc vao a im. Theo , v tr t ca

hng phi ph hp vi i tng khch ca McDonald's la gia nh nn cn ch

ng dn, nhng khu c nhiu gia nh sinh sng. cng la l do ma ca hng

u tin c t ti phng a Kao, qun 1, ni vi mt gia nh kha ng va

18

cng la ni n bt lng ln ngi dn di chuyn ra vo trung tm thnh ph khi

i lam cng nh tan tm. McDonalds bc vo Vit Nam nh mt g khng l

chu chi, con s chi ph cho ca hang u tin c th ln n 800.000-900.000

USD hoc c th cao hn na. Bi l, mt bng ca hang u tin ngay vng xoay

ca ng ng Sai Gn, rng 1.300 m2 v xy dng mi ton b vi 350 ch ngi,

km c dch vu Drive Thru. Bn cnh , chi ph cng ngh cho nh bp dao ng

t vi chuc n c trm nghn USD. Khon ny bao gm: h thng mn hnh theo

di, my mc phuc vu quy trnh ch bin mn n hin i, c th ra l sn phm s

lng ln tnh bng giy, kim sot t nh bp thng vi bn ngoi ca hng bng

h thng m thanh... V con ngi, nhn lc c gi i ao to nc ngoi theo

chun ca ton cu. McDonald's thm ch cn khng ngi tuyn c nhn vin nc

ngoai mang li cht lng dch vu tt nht, tuy nhin, chi ph cho vn ny

cng khng h nh. Qua , cho thy s u t va chun b ca ng ln ngnh

fastfood khi mi bc vo th trng Vit Nam l khng h nh.

i vi sn phm, McDonalds a nghin cu rt k v nh cung ng cng

nh nhng thay i v hng v sao cho ph hp vi ngi tiu dng Vit. Ngoi

tr c chua v rau km trong burger c xut x t a Lt, cc nguyn liu cn li,

k c khoai ty u c McDonalds nhp khu t chui cung ng ton cu. L

gii cho vic khoai ty khng c nhp t a Lt nh nhng rau c khc bi v

theo J.S. Simplot, cha ca McDonald French Fry cho rng c khoai ty ca Vit

Nam nh trn, khng thch hp ch bin. Hn na, mn c bit ny ca ng c

tiu chun ng nht trn ton cu va i hi c khoai ty phi c hnh tri bng

mi ct c nhng ming dai, u. gn gi hn vi khu v ngi Vit Nam,

st ca McDonald's nhp t Thi Lan, v bnh kh ging vi cc th trng chu .

Chnh v vy, Vit Nam, bnh hamburger, tht g, khoai ty khng khc nhiu vi

cc ca hang McDonalds khac trn Th gii, ch c iu rau, c chua mm hn va

c trng mt cht v chua v ngt thch hp vi gu ca ngi Chu . c bit, ti

th trng Vit Nam, McDonalds cn chun b ring loi bnh m kp tht ln

McPork ra mt ngi tiu dng. Trong thi gian u, McDonalds a ra nh

hng bn cc sn phm ca cng ty cn v lu di c th pht trin thm cc mn

ca a phng.

19

Lin quan n gi c va a im, bi v chi ph u t va sn xut khi vo

Vit Nam l con s khng nh nn gi ca cc sn phm cng kha cao so vi cc

sn phm trn th trng. Hn na, McDonalds mun khng nh thng hiu cao

cp ca cng ty cng nh xac nh khch hng muc tiu chnh la tng lp ngi

Vit Nam trung lu, c thu nhp h gia nh trong khong t 500 1000 USD mi

thang. Chnh v vy, mc d xm nhp tr hn so vi nhiu i th, nhng mc gi

ca McDonalds khng h cnh tranh, thm ch cn cao hn rt nhiu.

Sau khi xac nh, nghin cu v sn phm, gi c va a im ph hp nht

c th xm nhp th trng Vit mt cch thun li, McDonalds bt u muc

tiu tip cn khch hng. McDonalds a s dung cc bng hiu to, ni bt ti cc

ca hang cng nh nhng t ri v thc n sn phm khch hng ch v bit

n mt thng hiu mi ang c mt ti th trng Vit Nam. tip cn su hn

na, McDonalds la chn Zalo lm knh truyn thng qung b. S d

McDonalds la chn Zalo l bi v qung ba qua Zalo c i tng tp trung, ph

hp vi khch hng muc tiu ca ngnh thc n nhanh la t 15-30 tui, v phn

khc khch hng tim nng t 5-14 tui. Theo mt nghin cu ca Nielsen, ch c

8% ngi Vit Nam dng thc n nhanh va ch dng t 1-3 ln/thang. Trong khi

theo nghin cu ca VinaResearch nm 2012, nhm ngi dng thc n nhanh

nhiu nht ti Vit Nam c tui t 16-23. Va trong 113 ngi tui t 18-25

c hi qua kho sat th c n 102 ngi bit n McDonalds. Nh vy khi

truyn thng qua Zalo, McDonalds c th tip cn su vo cng ng khch hng

muc tiu t 15-29 tui, c khong 15 triu ngi, ng thi cng anh ng c

ti phn trn ca phn khc khch hng tim nng t 10-14 tui, l nhng i tng

bt u s dung Zalo. Vic McDonalds chn knh Zalo cn cho thy rng, khi mt

thng hiu ton cu bc vo mt quc gia th khng ch a vao cac thng hiu

truyn thng ton cu la ma cng cn tn dung u th ca cc cng cu truyn

thng bn a tip cn nhanh va su n khch hng muc tiu ca mnh, v Zalo

chnh l ng dung OTT c McDonalds la chn. xc tin hn cho hot ng

khai trng, trc khi m ca chnh thc vo ngy 8/2, McDonald's a phi hp

cng mt s i tc thc hin mt chui nhng s kin trc ngay khai trng. Cu

th, t ngy 4/2 - 6/2, McDonalds phi hp cng mt s i tac nh Yan, Zalo,

20

Web Tre Tho, Yahoo, VUG (Vietnam University Games), Operation Smile t chc

cc ngy hi Preview Day, la c hi cho cac khach hang yu thch McDonalds tri

nghim thng hiu trc c ngay khai trng. Trong ngay hi s din ra cc

chng trnh biu din vn ngh c sc v mi khch mi s nhn c mt phn

n EVM (Extra Value Meal) ca McDonalds, km mt mn trng ming. Trong

ngay khai trng, McDonalds a thu ht rt nhiu bo ch cng vi nhng bi vit

truyn thng, anh du s c mt trn th trng Vit. Bn cnh , McDonalds

cn tng nhng vt phm k nim cho nhng khach hang u tin, thu ht mt con

s khch hng khng h nh. Trong 24 gi ban hang u tin, ca hng

McDonalds aKao a c ti 22.500 khch hng, xp thnh nhng day dai va ng

c. Trong 30 ngay u, ca hang nay a ban c 61.980 chic hamburger loi

Big Mac cho 400.000 khch, mt con s khng tng vt qua c s k vng ca

cng ty. Tuy nhin, mt phn ca s thanh cng nay c khng nh l do hnh

nh thng hiu ma McDonalds a gy dng c trn ton th gii, mt hnh nh

tht s gy t m cho ngi tiu dng Vit Nam.

Kt hp cht ch mi quan h ca m hnh 4P t nghin cu, anh gia va

thc thi, McDonalds a c mt chin lc thm nhp v cng thnh cng ti th

trng Vit. T , to iu kin s pht trin bn vng v lu di cho cng ty

trong tng lai.

CHNG 3: SO SNH MCDONALDS VIT NAM V

MCDONALDS HOA K

3.1 Chin lc sn phm (Product)

Do Hoa K - th trng ln nht ca McDonalds va cng chnh la ni khai

sinh nn chui ca hng thc n nhanh nay, a tn ti v pht trin trong thi gian

di, trong khi Vit Nam ch mi khai trng ca hang u tin cach y gn mt

nm, v th thc n ti th trng Vit Nam khng a dng nh ti th trng Hoa

K.

Bng 3.1: Bng so snh thc n ca McDonalds Vit Nam v Hoa K. (Ngun: t tng hp)

Vit Nam Hoa K

Bnh 12 mn 31 mn

21

Burger

Sandwich Khng c 15 mn

im tm Cha c 24 mn

Salads Cha c C

Trng

ming

Banh tao nng

Kem

Kem

Bnh ngt

Yogurt

To

Nc ung Ch yu la nc ngt

c ga; McCaf

a dng cc loi nc ung: nc ngt,

sa, tr, nc tri cy, McCaf

Bn cnh , McDonalds ti M c xy dng mt thc n di 400 calo

nhm thu ht nhng khch hng b bo ph nh Egg McMuffin va 1% Low Fat

Milk Jug.

McDonalds hot ng ch yu di hnh thc nhng quyn thng mi,

mi h thng c tiu chun ha, v th sn phm Vit Nam v Hoa K khng

c s khc bit ln, mc d trong menu c s khc bit v s lng cac mn n

nhng nhng mn n lam nn tn tui ca McDonalds trn th gii nh Big Mac,

Chicken McNuggets, Egg McMuffin th vn xut hin trong menu ca McDonalds

Vit Nam.

3.2 Chin lc gi (Price)

Nu nh Vit Nam, McDonalds p dung chin lc nh gi cao, tp trung

cho tng lp khach hang trung lu, c thu nhp tng i cao th th trng M,

McDonalds thc hin chin lc gi cnh tranh. S d c s khc bit nh vy, bi

v th nht M l quc gia c nn kinh t pht trin nht th gii, thu nhp bnh

qun u ngi cng ng u th gii. Chnh v th, thc n nhanh ti th trng

M c s dung nh la nhng ba n vi vng v mc gia a ra i vi mc thu

nhp ca h cng rt la bnh dn. Hn th na, ti th trng ny c rt nhiu i

th cnh tranh mnh ln nh Subway, Burger King, Captain Ds, Checkers,

Churchs Chicken,Theo s liu thng k n thng 10/2013, ca hng thc n

nhanh hang u th gii chnh l Subway vi 37.016 ca hng, ring M l

25.000 ca hng. McDonalds xp v tr th hai vi 33.510 ca hang trong c

14.098 ca hng ti M. Vi cuc chy ua gia cac i th v cng st sao ti th

trng ln nht ca mnh th McDonalds p dung chin lc gi cnh tranh v to

22

s khc bit bng chin lc sn phm l mt chin lc ht sc khn ngoan i

vi h.

Cn ti th trng Vit Nam, mt quc gia ang phat trin vi mc thu nhp

bnh qun u ngi kh thp (GDP bnh qun u ngi ca Vit Nam l 1.910

USD/ngi) th y li l mt cu chuyn hon ton khc. Gi c ca McDonalds

tr thnh mt vn tranh ci Vit Nam bi l, gi mt chic Big Mac c

McDonalds ban ti Vit Nam 85.000 ng (3,99 USD). Mc gi ny thp hn gia

mt chic Big Mac ti M (4,62 USD), tuy nhin li kh cao nu so vi cac nc

trong khu vc. Ti Malaysia, mt chic Big Mac gi ch c 7,40 ringgit (khong

2,23 USD), ti Indonesia, mt chic Big Mac l 27.939 Rupiah (khong 2,30 USD),

ti Philippine l 135 peso (2,98 USD). Mc gi 3,99 USD/chic ti Vit Nam cn

cao hn so vi Singapore (3,60 USD).

Vy l do ti sao McDonalds li chn cho th trng Vit Nam mt mc gi

nh vy?

Thc n nhanh l ra ng nh tn gi ca n l nhng phn n c phuc vu

mt cch nhanh chng, cung cp cht dinh dng cho nhng ngi bn rn, khng

c thi gian ngi li n va thng th gi ca mt phn n s va ti tin ca

ngi lao ng va a s s c phuc vu theo kiu take away (mang i). Nhng khi

KFC ln u tin mang khi nim v thc n nhanh n vi th trng Vit Nam

nm 1997 cho n nay th khi nim v nhng n thuc loi KFC c v c

hiu khac i, i vi ngi dn Vit Nam khng cn n thun l mt ba n

nhanh gn,vi vang nh ngha ca n ban u, ca hng thc n nhanh a tr

thnh mt trong nhng ni giao lu, th gian, tu hp bn b, l mt ni gii tr cui

tun iu ny ta c th thy qua chnh cac thng hiu thc n nhanh ni ting th

gii khi xm nhp vo th trng Vit Nam, khng c bt k thng hiu no l

khng u t vao khu vc ngi li n cho khach, va cng khng c thng hiu no

ch pht trin theo hng take away duy nht. Theo bn kho st ca Viettrack v

thi quen va hanh vi la chn thc n nhanh ca ngi tiu dung thc hin kho

st trn 3 thnh ph ln ca Vit Nam l Si Gn, H Ni va a Nng th thi quen

ca ngi tiu dng Vit Nam la thng i n thc n nhanh vao cac ngay cui

tun, sinh nht (54,6%), trong khi thi quen i n thng ngy ch chim

23

(khong 10%) va khi i h thng i vi bn b (24,3%). Ngay t lc ban u hnh

thnh, hai nh thc n nhanh c th phn ln nht Vit Nam l KFC, Lotteria a

nh gi cho th trng nay tng i cao so vi mc thu nhp ca ngi tiu dng,

ch yu danh cho khach hang trung lu. Nm bt c iu ny, mc d

McDonalds n vi th trng Vit Nam tr hn hai i th cnh tranh KFC,

Loterria, nhng h vn chn cach nh gia cao i vi dng sn phm ny.

Ngoi l do trn, mt trong nhng nguyn nhn chnh khin cho McDonalds

xac nh mc gia nh vy l v McDonalds l mt tn tui danh ting khp th gii

cng nh la ca hang thc n nhanh u tin Vit Nam xy dng h thng drive-

through danh cho c xe may va t. Mt l do na l bi chic Big Mac Vit

Nam dng hu ht nguyn liu nhp khu, t tht b c, phil c trng anh bt

bin i Ty Dng va Thai Bnh Dng, khoai ty M. Banh m cng do mt nh

chuyn lm bnh Malaysia cung cp, ch c rau xanh v c chua l t cc trang

tri a Lt. Trong khi cac nc khc, h tm c nh cung cp ni a m bo

cht lng nn ty l ni a ha sn phm ca h cao hn Vit Nam.

3.3 Chin lc phn phi (Place)

Trong chin lc kinh doanh ca mnh, McDonalds Vit Nam v Hoa K

u ch ng chn v tr t qun ti nhng ni din tch rng rai, thoang ang, ch

trng la chn cac a im trung tm va ngoai trung tm xy dng qun.

Nu McDonalds Hoa K tp trung xy dng cac vung trung tm th McDonalds

Vit Nam li ch trng vao cac a im ngoi trung tm thnh ph. Ch trung

tm y c th hiu theo rt nhiu ngha khac nhau, rt linh hot trong bi cnh

phn khc khach hang ma cng ty nh hng ti. Thc t cho thy, Vit Nam,

cc ca hang nh Lotte, KFC a thng lnh th trng thc n nhanh khu vc trung

tm. Bn cnh , theo thng k ti nm 2011 s lng xe t ca Vit Nam la hn

1.3 triu chic. Gi s 40 % trong s la xe t dn dung va chia u ti hai

min, s lng xe t dn dung ti pha Nam s vo khong 250 ngn chic. Chnh

v vy, mt trong nhng phn khc ma McDonalds Vit Nam hng ti la

khch hng thuc tng lp trung lu, cu th l khch hng s hu t.

Trong s 3 nha hang a thanh lp, ch c mt nh hng nm trung tm.

l Nh hng th 2 c m qun 1, ta lc trn khu t vng vi mt tin hng

24

ra ng Trn Hng o v Phm Ng Lao, sat vi cng vin 23 thng 9.

McDonalds Bn Thnh l ca hng 3 tng, vi tng din tch gn 660 m2, sc

cha khong 260 ch ngi. c bit, ca hng cn c c khu ngoi tri vi 80 ch

ngi.

Hai nh hng cn li c pht trin vng ngoi trung tm thnh ph, la

chn v tr ti con ng chin lc ni TP HCM vi cc tnh pha Bc v cc tnh

trng im pha Nam v du lch v kinh t nh ng Nai, Bnh Dng, Ba Ra

Vng Tau... Nha hang th nht nm ca ng pha ng , va nha hang th 3 nm

ca ng pha Ty. Hai nh hng nay c t chc theo chun McDonalds Hoa K

vi y cc dch vu c trng nh dch vu Drive-thru, khu vc vui chi Play

Place cho cc b, cng vi cc trang thit b hin i v thn thin nh hai phng

ring cho tic, ring McDonaldss Ph Lm c thm li i thng qua rp chiu

phim Galaxy.

Tnh n 31/12/2013, s ca hang McDonalds trn th gii l 35.429, s

ca hng kinh doanh theo hnh thc nhng quyn l 28691 v s ca hng ti M

l 14.278. C th ni, cc ca hang McDonalds a bao ph tt c cc tiu bang ca

nc M t nhng khu vc dn c ng c cho n nhng v tr ngoi trung tm

thnh ph. V du nh ca hng xy dng da trn kin trc nh trng New Hyde

Park, New York, M; ca hng Time Square thnh ph New York hay ca hng

nm trn i l Las Vegas, qun Clark thuc tiu bang Nevada,la nhng khu

trung tm tp trung ng dn, hot ng sm ut. Ngoi ra cn c cc ca hng pha

ngoi trung tm chng hn nh: nha hang trn ng Sand Lake Orlando, Florida,

M; ca hng xy dng da trn kin trc nh trng New Hyde Park, New York,

M; Ngoi vic tp trung vo xy dng cc nh hng 2 khu vc trn,

McDonalds Hoa K cn kt hp s dung mt s c s sn c c nhiu ngi

bit n pht trin ca hng. Chng hn nh vic McDonald's t ca hng trong

nh ca mt cu thuyn trng Freeport, Maine (M) cng a thu ht rt nhiu

khach hang hay cn bit th c xy dng t th ky 19 New Hyde, New York

(M) a c bin thnh mt ca hng ca McDonalds khi cng ty thc n nhanh

nay mua a im trong nm 1985. V cch bi tr, ca hng Dallas, Texas (M)

c xy dng ging nh mt m hnh Ba n hnh phc vi mt bc khoai ty

25

chin, mt chic bnh kp v cc Coca, tt c u c kch c khng l kt hp

nhiu mu sc, rt ni bc va c bit hp dn tr em hay ca hng McDonalds

Barstow, California (M) c kin trc v cung c ao bi n c t trong mt

toa tu ha. Ngoi ra, mt s nha hang McDonalds ca M cn c tn trang

theo hnh thc kha c ao - bi tr theo phong thy. V du nh nha hang vng

ngoi Hacienda Heights, thnh ph Los Angeles, ch c hnh ch M ln mu vng

bn ngoi nh hng v thc n trn bn l nhng du hiu ch cho bn thy, y

l mt mt xch trong chui ca hang n nhanh hang u th gii. Nhng b bn

gh bng nha, bc tng ch h Ronald McDonald, v nhng gam mu vng v

t lu vn c coi la nh ngha cho cac ca hng McDonalds u a bin

mt. Thay vao la nhng b bn gh da, gam mu t trm, nhng cy tre v

nhng git nc chy nh git trn nhng tm knh. Theo nhng quy tc c bn

ca phong thy, trong mt khng gian s c s hin din ca 5 yu t l kim, mc,

thy, ha, th v c khng gian cho s pht trin sinh kh. Ch nh hng ny, ng

Mark Brownstein, cho bit, cch bi tr ny nhm muc ch em n cho cc khch

hng hnh phc v may mn, cho d h c nhn ra cach bai tr c bit ny l

phong thy hay khng. V chnh s bai tr c ao nay a thu ht rt nhiu khch

hng n ca hng hng ngy v khch hng cm nhn c cm gic thoi mi

khin h phi nn li lu hn vi nhng mn n trong nha hang va s cn quay li

nhiu ln sau .

3.4 Chin lc xc tin (Promotion)

Chin lc xc tin thng mi gia McDonalds Hoa K v Vit Nam c

nhiu nt tng ng. u tin l vic xy dng thng hiu trong mt khch hng,

la biu tng hnh ch M ln vi gam mu vng bn ngoi vin , nhng b

bn gh bng nha c in logo ca hng v bc tng ch h Ronald McDonald.

Bn cnh . Cac ca hang McDonalds cng xy dng nhiu chng trnh khuyn

mi. Trong chin dch khuyn mi, xy dng nhiu combo hp dn m ni bt la

ba n Happy Lunch cho tr em vi nhiu phn qu hp dn, thu ht s quan tm

ca tr em. Mi nm hang tng 1,5 ty chi cho tr em lm marketing. Ngoi

ra cn t chc chng trnh, cac tr chi, gameshow c bit cho cc ngy l trong

nm. Chng ta c th thy s tng tac gia cc hot ng promotion ca

26

McDonalds M v Vit Nam, nh s kin McDonalds M ti tr cho FIFA

World Cup 2014 th ngay lp tc McDonalds Vit Nam a trin khai chng

trnh "St bng hay, nhn giay nh" trong giai on t ngy 30/6/2014 - 4/7/2014,

thu ht s ch ln ca d lun cng nh t pha khch hng.

Nhng bn cnh i vi nhng chin dch khuyn mi, qung cao c bit

th li khng c s song song gia cac c s ca McDonalds, n c ta c th thy

gn y McDonalds M trin khai mt chin dch mang tn McDonald's -

Children's Day, Rock Paper Scissors, l mt chin dch hng n tr em rt th

v, trong khi mi khch hng mua hng ti mt ca hng bt k ca McDonalds

ti M th h s c c hi c chi on tu x vi nhn vin ca ca hng v nu

h thng s c min ph ton b phn n ca mnh trong hm . y la mt

chin dch thnh cng ca McDonalds, n a thu ht s ch ca rt nhiu ca

khach hang, c bit l khch hng tr em. Nhng chin dch ny th li khng c

trin khai ti Vit Nam, mt th trng mi gia nhp ang rt cn thu ht s ch

ca khch hng.

McDonalds Hoa K v Vit Nam u quan tm, ch trng hot ng qung

cao thng qua cac phng tin thng tin i chng m cu th l facebook, fanpage,

bin qung co, internet,... v ti tr chng trnh. Nu McDonalds Hoa K ti tr

cho cac chng trnh nh Olympic, World Cup th McDonalds Vit Nam cng

nh hng ti tr cho cac chng trnh hot ng th thao nh: Saigon Heat - CLB

bng r nh ngh ang ta nhit trong ln ngoai sn u vi nhng chin thng n

tng trc nhiu i th mnh. Do , bt c ni u McDonalds hin din,

u c s gn kt gia McDonalds va ngi tiu dng, t khu v ph hp n

nhng hot ng th duc th thao quen thuc.

Ring i vi mt th trng mi nh Vit Nam, McDonalds a xy dng

chin lc thm nhp th trng rt chu ao, t m. Khi n Vit Nam, McDonalds

chm chn hn nhiu i th ca h, do , hang la chn chin lc truyn thng

ch yu qua Zalo, mt ng dung OTT thun Vit; cng vi s tham gia cac phng

tin qung co ph bin khac. Giai on trc khi thm nhp vo Vit Nam,

McDonalds a ch ng qung b hnh nh, gi m mt li sng mi cho ngi

dn qua khu hiu: McDonalds - Thng hiu ton cu a n/ sp n Vit

27

Nam trn Zalo, facebook; McDonalds - Biu tng li sng ton cu sp c mt

ti Vit Nam ti cc trang bo Tui tr, Thanh nin. Khi chun b khai trng, t

chc chy khu hiu a n va nh v Nhanh. c lp. Khe mnh.

Cn vi th trng Hoa K, v a xut hin kh lu, cc chin dch qung

co, khuyn mi tr nn km hiu qu th ban lanh o cc nh hng Hoa K ch

trng ci tin dch vu cng nh la cach bai tr quan. Mt s ca hang McDonalds

Hoa K nh hng: "Chng ti mun hng ti nhng ca hng thc n nhanh ca

tng lai, ni ma khach hang cm thy thoi mi vi nhng cng ngh hin i"

McDonalds a trang b cc loi my nghe nhc MP3, h thng ti nhc t Internet

ti cc ca hng ca mnh trn toan nc M. ang ch nht l mng Blaze Net

ca McDonalds cho php khch hng c th va dng thc n nhanh va ti nhc,

nh k thut s t Internet vao in thoi di ng hay my tnh xch tay ca mnh,

Mng nay c tch hp vo my ATM lp t trong ca hng ca McDonalds.

CHNG 4: SO SNH MCDONALDS V KFC VIT NAM

Cha ca chin lc cnh tranh Michael E.Potter a ni: Trong mt th

gii cnh tranh, bn phi tm cho mnh mt li th m bn c th LM TT HN

I TH. im li th cha chc a trung vi im bn c th LM TT

NHT. y la iu m mi doanh nghip phi trn tr, nghin cu v vn dung

mt cch linh hot ph hp vi kh nng va iu kin mi trng c th cnh

tranh v sng cung cac i th ln trn mt sn chi toan cu. i vi McDonalds,

KFC l mt i th ln du McDonalds dn u v phuc vu hamburger cn KFC li

c th mnh v g rn.

4.1 Vn nhng quyn

McDonalds thm nhp th trng Vit Nam sau KFC nhng cung chung

mt phng thc la nhng quyn. y cng la hnh thc ph bin ca tt c cc

chui thc n nhanh khac nh Pizza Hut, Lotteria, .

Tuy nhin iu quan trng khi thm nhp th trng Vit Nam la ph nhng

quyn: cc nh phn tch d oan mc ph ban u m i l nhng quyn l

khng di 45.000 USD, cha k hn 20 khon khac nh ph dch vu tr cho ch

thng hiu chim 4% doanh thu, l ph qung co - t nht 4% doanh thu. Nhn

28

chung, doanh nghip nhng quyn thng mi phi chu ph kp, gm ph trc

khi hot ng v trong khi kinh doanh.

Yum l mt doanh nghip nhn nhng quyn cc chui ca hng thc n

nhanh chim th phn rt cao ti Vit Nam trong c KFC, doanh nghip ny cng

vi nhng tha thun vi bn nhng quyn (KFC) rng h sn sng chia s nhng

phng sach, khng gian va nhn lc gia nhng chi nhanh c thu nhp cao tng

doanh thu. V yu cu u t, chi ph m mt chi nhnh KFC l 25.000 USD

trong chi nhanh KFC phi tr tin bn quyn khong 4% ngha la 600

USD/thng, ph qung co trong khu vc 3% v qung co ton quc khong 2%

trong tng thu nhp. Nh vy mt doanh nghip mun nhn nhng quyn thng

mi ca KFC cn hn 1 triu USD vn ban u; con s ny ch bng mt na chi

ph nhng quyn ban u ca McDonalds. Bn cnh c mt s gii hn nh

KFC ch ng bo tr c quyn trong ban knh 1,5 dm vi s dn khong

30.000 ngi.

Nhn chung, hnh thc nhng quyn l mt trong nhng hnh thc thm

nhp th trng to rt nhiu li th cho c bn nhng quyn cng nh bn nhn

nhng quyn. Tuy nhin mi doanh nghip nh McDonalds hay KFC s phi

chun ha sn phm, dch vu sao cho ph hp vi mi trng m vn m bo

c quy trnh hot ng sn xut kinh doanh cng nh vn ha doanh nghip.

4.2 S khc nhau trong qu trnh xm nhp th trng Vit Nam

McDonalds KFC

Khch

hng

muc tiu

Khi thm nhp th trng Vit

Nam, McDonalds nh hng n

i tng ngi tr, gii vn

phng c thu nhp cao nhng cng

khng b qua phn khc tr em

truyn thng ca hng.

th trng M, KFC a ap dung

vo thc n phn chia khu

phn n gianh cho tr em v gia

nh. Nhng khi v Vit Nam,

KFC nh hng sn phm chin

lc ca mnh la ga ran, anh

mnh vo phn khc nhng ngi

di 30 tui, thu nhp trung bnh

v nhng khu vc ng dn (sau

khi bo l trong 7 nm lin tip,

vao nm 2006, KFC a bt u

iu tra li th trng v chuyn

i th trng muc tiu sang

29

nhng ngi c mc thp, trung

bnh).

S thay

i trong

sn

phm

- Thc n rt gn so vi phin

bn M, a phng ha thc n

bng cch b sung v heo vo bnh

Burger v rau xanh t cc nng

tri a Lt.

- Sn phm ch o l bnh

Burger.

- Vi sn phm ch o l g rn,

KFC a kt hp vi cm loi

lng thc chnh ti Vit Nam to

nn cc phn thc n. Bn cnh

, KFC cng a ra cac sn

phm rau n km nh salad bp

ci, ca chua, da leo thay v cac

loi u, bp... ph hp hn vi

nhu cu ngi Vit Nam. Mt s

sn phm ch lc ca KFC khng

ph hp vi th trng cng

khng c a vao thc n nh

pot pie, famous bowls..

- Sn phm ch o l g rn.

- T khi gia nhp vo th trng

Vit Nam, KFC a c nhng thay

i trong thc n nhm ph hp

hn vi th trng Vit Nam nh

cho ra i sn phm ga rt xng,

hay cc loi ga quay km nc st

nh ga quay giy bc, g quay

tiu

- Cc mn trng ming, thay v

cc loi bnh u nh chocolate,

chip cake hay chocolate chip

cookie KFC a a cac loi bnh

trng, bnh chin nhn to, nhn

khoai mn ph hp vi khu v

ngi chu . Ngoi ra KFC cn

a thm cac loi kem vo thc

n trng ming.

Yu cu t vn v sinh an ton thc

phm va tnh ng nht ln hng

u

t cht lng mn n ln hang

u.

a im McDonalds mi thm nhp vo

th trng Vit Nam vao nm 2014

v hin ti ch c 3 ca hng ti

thnh ph H Ch Minh). Tuy

T nm 2006 n nay, KFC a c

hn 134 ca hng trn khp c

nc, t cc thnh ph ln nh Ha

Ni, thnh ph H Ch Minh, a

30

nhin, McDonalds tp trung vo

vic la chn a im c a vi

tiu ch nh hng rng, c khu vui

chi cho tr em, th gian ca ph

cho ngi ln, c bai u t, xe

gn may va c bit khch hng

vo mua hng khng cn gi xe

(drive-thru) nhanh v tin li nn

mt bng ca McDonalds kh ln,

khong 2.500 - 3.000m2.

Nng cho n cc tnh Ty

Nguyn, ng bng Sng Cu

Long KFC c mt cc hu ht

cc con ph ln, nhng v tr ng

ngi xe c qua li, cc trung

tm thng mi, siu th Khc

vi McDonalds xy dng ti cc

v tr c a th KFC li nh v

trong tm tr ngi tiu dung bng

hnh thc ph sng ton b.

nh

hng

Nhm n chin lc lu di ch

khng nhn v yu t li nhun

trc mt. V th, McDonalds

nh v li cuc chy ua trn th

trng thc n nhanh Vit Nam s

l cuc ua ng trng v vn

v kinh nghim.

KFC nh hng pht trin bao

ph ton b th trng Vit Nam

nhng hng n nhng li ch x

hi. V vy KFC lin tuc a ra

nhng chin lc nhm thay i

nhn thc ngi tiu dng v gi

c, thi quen v nhng chng

trnh tng nhn din thng

hiu v thc hin chin lc thay

i sn phm sang sn phm t

cht bo.

Chin

lc

- McDonalds thm nhp th

trng Vit Nam vi chin lc

gi cao tp trung cho nhng

khach hang thu nhp tm trung v

cao s hu xe t qua h thng

Drive-Thru.

- McDonalds nh v r thng

hiu nhm vao tng lp trung lu

trong xa hi va duy tr gia sn

phm cao hn i th cnh tra

gi vng ng cp.

- Nm 2001, KFC thc hin chin

dch Soul Food vi mong mun

gi c c xem theo mt cch

khc v gi tr sn phm nhm

thay i nhn thc ngi tiu

dng v gi.

- Nm 2007, KFC a thay i loi

du chin g t cht bo v ch

trng hn n thc phm tt cho

sc khe hng n sc khe

ngi tiu dng.

- Tp trung m rng cc ca hng

thc n, bao ph th trng vi

134 ca hng ti Vit Nam.

Chin

lc xc

tin v

quan h

cng

- McDonalds khng a ra nhiu

nhng chin lc khuyn mai nh

KFC. Trong , ch c ngay u

khai trng, doanh nghip cho

khch hng s dung min ph mn

- Chng trnh mi l cho gii tr

nng ng Vit Nam nh Ght

Tr.

- Nhiu chng trnh khuyn mi

nh Happy day vao ngay th ba

31

chng McPork. Cc combo ca Mc

Donalds tuy gip gim mc gi

xung nhng nhn tng qut, mc

gi ny vn cn cao so vi cc

combo ca KFC nn vn khng

thu ht c nhiu ngi Vit.

Ngoi ra, phn combo ca hng

vn t hn so vi KFC.

- McDonalds tham gia ti tr cho

nhiu chng trnh ti Vit Nam

c bit l cc chng trnh th

thao nh Saigon Heat

- Chin lc xc tin a dng

thng qua cc qung co qua cc

knh thng tin nh pano, ap

phch, nhng khng ph bin v

nhiu nh bn M.

v ngy l v c p dung mi ngy

khuyn mi cc combo khc nhau

trong ma l nh giang sinh, dch

cm

- KFC a tham gia vao cac

chng trnh t thin c bit l

h tr cho qu t thin tr em m

ci - tn tt qun G Vp hay hot

ng nui dy tr bt hnh nhn k

nim 8 nm thanh lp KFC Vit

Nam.

- KFC thc hin rt nhiu qung

cao phong ph thu ht ngi tiu

dng thng qua tt c cc knh tin

vi muc tiu tng nhn din ht

mc c th.

Nh

cung cp

- McDonalds lun la chn nh

cung cp cht lng, kim sot

nghim ngt cc nh cung cp

trong khu la chn nguyn vt

liu u vo.

- Hin nay, McDonalds ch s

dung nguyn liu c chua v x

lch ti th trng Vit Nam, cn

li 100% b c nhp khu t

c, 100% tht heo v khoai ty

c nhp khu t M.

- KFC lun c gng gia tng s

lng nh cung cp ni a.

- Hin nay, KFC nhp khu hn

70% nguyn liu t nc ngoi,

cn 30% s dung cc nguyn liu

ti th trng Vit Nam. Trong ,

ABC bakery cung cp bnh

burger, cn g vn c s dung

ca cng ty C.P Vit Nam (ti

ng Nai).

Gi Ti Vit Nam, mc gi ca cc sn

phm c gi nguyn, v vy, khi

quy i t ng la sang Vit

Nam ng lm cho mc gi ca

sn phm cao hn so vi cac i

th cnh tranh nh Lotteria,

KFC

Trong khi M, KFC c gi cao

hn McDonalds nhng khi thm

nhp th trng Vit Nam, KFC

theo ui chin lc gi thp

thu ht ngi tiu dung c bit l

nhng khach hang cha bit nhiu

v thc n nhanh vi khu hiu

n no khng lo v gia

B nhn

din

Gi nguyn b nhn din l mu

vang .

Thit k c thay i la

khng cn tng mau vang nh

bn M m l trng vng.

Nhn Nhn vin c a sang cac nc Nhn vin c ao to cho,

32

vin Singapore, Uc, Philippines ao

to.

ngha la nhn vin mi s c

ao to ngay chnh trong cng

vic t cac nhn vin c.

Dch vu

giao

hng

Hin nay McDonalds cha p

dung dch vu giao hng tn ni

Vit Nam

KFC a s dung dch vu giao

hng tn ni cho khch hng.

CHNG 5: NH GI CA NHM NGHIN CU

Thng 2/2014 ca hang McDonalds u tin xut hin ti Vit Nam vi

din tch ln n 1300m2, sc cha ln n 350 ch cng mt lc, km theo h

thng nhn vin c ao to chuyn nghip nc ngoi v h thng Drive-thru

ln u tin xut hin Vit Nam, McDonalds a lam dy ln mt ln sng mi

cho ngi dn Si Gn. Tri qua 6 thng hot ng, McDonalds a chm mc 1

triu lt khch v hin nay c cho mnh 3 c s hot ng ti thnh ph H Ch

Minh, tng lai ng Nguyn Bo Hong d nh s tng ph ca McDonalds

ln khp th trng Vit Nam, s lng ca hng c th ln n hang trm ma vn

m bo cht lng cho ngi tiu dng. Liu rng vi nhng chin lc kinh

doanh hin ti ca mnh McDonalds c t c muc tiu ca minh ?

Gii u t kinh doanh F&B ti TP HCM anh gia du dch vu v cc trang

thit b ca McDonald's c xp vo hng hin i vi tiu chun cao nht hin

nay, nhng mun thnh cng ti th trng m thc a dng nh Sai Gn l bi ton

kh. Qu tht nh vy, chng ta khng th ph nhn rng chin lc sn phm ca

McDonalds la kha tt, i vi mt th trng a chung hng ngoi nh Vit Nam

vic gi c hng v vn c ca McDonalds M va a sang Vit Nam, km

theo vic cam kt cung cp 90% nguyn vt liu u l hng ngoi nhp s thu ht

s ch khng nh ca ngi yu m thc ti y. Tuy nhin ta vn cn thy nhiu

vng mc trong chnh sch sn phm ca McDonalds khi ma vic trong thc n

ca McDonalds Vit Nam ngoi tr vic b sung mt t rau xanh cho cc phn n,

c thm v heo cho bnh Burger th khng h c mt mn n nao mang m bn sc

ca ngi Vit, ni cch khc so vi nhng th trng nh n , c, Nht

Bn, th mc ni a ha ca McDonalds Vit Nam cn kha km. i vi

mt nn vn ha ng nh th trng Vit Nam, vn khng chung nhng mn

33

n du m, mau ngan nh thc n nhanh (n c la KFC a lin tuc bo l trong 7

nm lin khi mi gia nhp vo Vit Nam, v h a phi pht trin cc dng sn

phm ph hp vi nn m thc nc nh), th vic km ch trng vo ni a ha

thc n c th nh hng n kt qu kinh doanh trong di hn ca McDonalds.

Khng nhng th vic quyt nh nhp khu 90% lng nguyn liu ca

McDonalds cng c nh gi l mt quyt nh kha tao bo, du bit rng tiu

chun v cht lng ca ngun nguyn liu Vit Nam cn kh thp nhng thay v

u t nhp khu ngun nguyn liu McDonalds nn tin hanh u t xy dng

cac c s sn xut ngun nguyn liu chun hoc phi hp vi cc doanh nghip

cung cp ngun nguyn liu trong nc tin hnh k hp ng cung cp theo

ng tiu chun. Vic lm ny va m bo ngun nguyn liu n nh, va lm

gim chi ph trong tng lai, cn to ra nhiu cng n vic lm cho ngi lao ng

Vit Nam, nng cao gi tr x hi ca doanh nghip (mt trong nhng gi tr ct li

ca McDonalds M).

Sau 6 thng xut hin ti th trng Vit Nam, trong mt ngi tiu dng

th trng TP.HCM, McDonalds dng nh vn l mt thng hiu n kha cao

cp, vi h thng trang thit b hin i, gi c kh cao so vi cac i th cnh tranh

khc trong ngnh. Vic xac nh mc gia cao trong khi v tr ng qun ca

McDonalds li nm xa vung trung tm a lam cho cai nh v ca McDonalds b

sai lch so vi mong mun lc ban u ca h, y la mt vn ma McDonalds

cn phi ci thin trong tng lai. Bn cnh , la mt ngi i sau trong lnh vc

thc n nhanh th trng Vit Nam, vi ph cha cao va th phn cn ang

thp nhng cac chin dch xc tin ca McDonalds cn kha hn ch, khng nhng

khng c nhng chin dch khc bit, t pha hn so vi th trng M thu ht

s ch ca ngi tiu dung McDonalds Vit Nam cn b bt mt s chng

trnh xc tin so vi th trng M.

Trong tng lai nu mun tr thnh mt ngi dn u trong th trng thc

n nhanh Vit Nam, McDonalds cn phi gii quyt cc vn v sn phm ca

mnh, c bit l hai kha cnh ni a ha cc dng sn phm sao cho ph hp vi

th hiu v khu v ca ngi Vit Nam v vic xy dng mt h thng cung cp

nguyn vt liu ni a. Bn cnh , vic y mnh cc hot ng xc tin thng

34

mi, qung ba thng hiu cng la mt iu khng th b qua nu doanh nghip

mun gia tng th phn trc cac i th cnh tranh giu kinh nghim v tim lc

nh hin nay.

35

TI LIU THAM KHO

[1] Anjali Khurana, 2010, "Marketing Strategy of KFC Corporation",

Management Paradise.

[2] United States Department of Argriculture, 2014, "Livestock and Poultry:

World Markets and Trade", USDA PSD.

[3] Wisnu Dewobroto, 2011, "Kentucky Fried Chicken Marketing Strategy",

Learning Blog.

[4] Cng ty C phn BIT Si Gn, 22/11/2014, "Cng gii m vic McDonald's

chn knh truyn thng qua Zalo?",

http://bit.vn/baochitruyenthong/chitiet/cung-giai-ma-viec-mcdonalds-chon-

kenh-truyen-thong-qua-zalo-774.

[5] Saigon m thc, 22/11/2014, "Khanh thanh nha hang McDonalds u tin

ti Vit Nam",

http://saigonamthuc.thanhnien.com.vn/pages/20140207/khanh-thanh-nha-

hang-mcdonald%E2%80%99s-dau-tien-tai-viet-nam.aspx.

[6] Soha News, 23/11/2014, "Gi bn McDonald's Vit Nam cao hn

Singapore?", http://soha.vn/kinh-doanh/gia-ban-mcdonalds-o-viet-nam-cao-

hon-singapore-20140208083330233.htm.

[7] Thi bo Kinh t Sai Gn Online, 22/11/2014, "McDonalds Vietnam a

nhn vin ra nc ngoai ao to",

http://www.thesaigontimes.vn/Home/doanhnghiep/motvongdoanhnghiep/100

514/McDonald%E2%80%99s-Vietnam-dua-nhan-vien-ra-nuoc-ngoai-dao-

tao.html.

[8] Vietnamnet, 21/11/2014, "im cng ca McDonalds sau 6 thang vao

Vit Nam", http://m.vietnamnet.vn/vn/kinh-te/195719/-diem-cong--cua-

mcdonald-s-sau-6-thang-vao-viet-nam.html.

[9] VnExpress, 23/11/2014, "CEO McDonald's: Chng ti khng chm chn ti

Vit Nam", http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/ceo-

mcdonald-s-chung-toi-khong-cham-chan-toi-viet-nam-2955580.html.

36

[10] VnExpress, 23/11/2014, "Ngi tiu dng Vit t m vi dch vu kiu

M", http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/nguoi-tieu-dung-

viet-to-mo-voi-dich-vu-kieu-my-2952206.html.

[11] Zing.vn, 23/11/2014, "Bn trong ca hang McDonald's u tin VN

sp khai trng", http://news.zing.vn/Ben-trong-cua-hang-McDonalds-dau-

tien-o-VN-sap-khai-truong-post389581.html.

37

KT LUN

Thng qua bi nghin cu, nhm a ch ra nhng im cng trong k hoch

marketing ca McDonalds Vit Nam v nhng hn ch cn khc phuc trong

tng lai. Tuy ch mi thm nhp th trng gn mt nm, nhng thnh cng m

thng hiu nay a gt hai c la kha ang k. McDonalds vn cn mt qu

trnh rt dai trn con ng chim lnh v tr s mt trong ngnh hng thc n

nhanh Vit Nam. Nhng trc , ngi tiu dng Vit lun ch i nhng s

thay i, iu chnh th hin r hn s gn gi va thu hiu gu m thc ngi

Vit; cng nh cho thy s gn kt vi cng ng hn na ca McDonalds.