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BO GIAO DUC VA AO TAO TRNG AI HOC KINH TE TP. HO CH MINH ---o0o---

TAT CAM HUY

NH HNG CHIEN LC MARKETING CUA CONG TY LOTTERIA VIET NAM EN NAM 2010

LUAN VAN THAC S KINH TE

NGI HNG DAN KHOA HOC

GS.TSKH. TRAN VAN CHANH

TP. HO CH MINH Nam 2004

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MUC LUC Trang LI M AU ------------------------------------------------------------------------------------ 1 CHNG I. C S LY LUAN VE CHIEN LC MARKETING ---------------- 3 1.1. nh ngha chien lc 3 1.2. Mot so quan iem marketing 3 1.3. Chien lc marketing 4 1.3.1 Chien lc san pham 4 a. Chien lc chung loai4 b. Chien lc hoan thien va nang cao chat lng san pham..4 c. Chien lc oi mi chung loai.5 1.3.2 Chien lc marketing hon hp.5 a. Chien lc maketing cho san pham..5 b. Chien lc maketing cho gia san pham5 c. Chien lc maketing trong phan phoi ..6 d. Chien lc khuyen mai..6 1.3.3 Chien lc tiep th canh tranh7 a. Chien lc phong thu -----------------------------------------------------------------7 b. Chien lc tan cong ------------------------------------------7 CHNG II. THC TRANG MOI TRNG MARKETING CUA CONG TY LOTTERIA VIET NAM --------------------------------------------------- 8 2.1 Khai quat ve thc an nhanh -----------------------------------------8

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2.1.1 Thc an nhanh-------------------------------------------------8 2.1.2 Nha hang thc an nhanh -------------------------------------8 2.1.3 Tnh hnh phat trien cua nganh thc an nhanh------------8 a. Tren the gii ----------------------------------------------------8 b. Tai Viet Nam -------------------------------------------------9 2.1.4 Cac ac iem cua th trng thc an nhanh---------------10 a. Chan dung ngi tieu dung thc an nhanh ----------------10 b. Thai o ngi tieu dung --------------------------------------10 2.2 Phan tch moi trng ben trong ------------------------------------11 2.2.1 Qua trnh hnh thanh va phat trien cua cong ty ----------11 2.2.2 Tnh hnh to chc nhan s ---------------------------------12 2.2.3 Tnh hnh hoat ong marketing -----------------------------14 a. Th trng tieu thu ---------------------------------------------14 b. San pham -------------------------------------------------------15 c. Gia ca------------------------------------------------------------16 d. He thong ca hang --------------------------------------------18 e. Ve yem tr ------------------------------------------------------19 2.2.4 Ma tran cac yeu to ben trong cong ty ---------------------19 2.3 Phan tch moi trng ben ngoai-------------------------------------21 2.3.1 Moi trng v mo ---------------------------------------------21 a. Moi trng kinh te --------------------------------------------21 b. Yeu to chnh tr va phap luat ---------------------------------22 c. Yeu to xa hoi --------------------------------------------------22 2.3.2 Moi trng vi mo ---------------------------------------------22 a. Nha cung cap ---------------------------------------------------22 b. Khach hang ----------------------------------------------------23 c. oi thu canh tranh ---------------------------------------------24 2.3.3 Ma tran cac yeu to ben ngoai -------------------------------26

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CHNG III. NH HNG CHIEN LC MARKETING CUA CONG TY LOTTERIA VIET NAM EN NAM 2010 ----------------------------- 28 3.1 Nhng quan iem nh hng phat trien va muc tieu cua cong ty Lotteria Viet Nam ------------------------------------------------28 3.1.1 Nhng quan iem nh hng phat trien cua cong ty ---28 3.1.2 Muc tieu cua cong ty -----------------------------------------28 a. Muc tieu nh tnh ---------------------------------------------28 b. Muc tieu nh lng ------------------------------------------29 3.2 Ma tran SWOT cua cong ty Lotteria Viet Nam ------------------30 3.3 Chien lc san pham ------------------------------------------------30 3.3.1 Chien lc tang trng tap trung mot so san pham da vao the manh cong ty -----------------------------------------------------------------30 3.3.2 Chien lc tang trng trong th trng hien tai vi san pham hang hoa ang san xuat kinh doanh..33 3.3.3 Chien lc phat trien san pham mi va khai thac cac san pham khong san xuat e a dang hoa san pham -----------------------------------------------------------------34 3.4 Chien lc maketing hon hp --------------------------------------36 3.4.1 Chien lc maketing cho san pham .36 3.4.2 Chien lc maketing gia san pham.37 3.4.3 Chien lc maketing trong phan phoi39 3.4.4 Chien lc khuyen mai..41 3.5 Chien lc canh tranh 43 3.5.1 V tr, a iem m ca hang43 3.5.2 Mau ma va chat lng cua san pham .44

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3.5.3 Gia ca..45 3.5.4 Ve cung cach phuc vu..45 3.5.5 Hnh thc ca hang45 3.5.6 Dch vu giao hang..47 3.5.7 Canh tranh thng hieu..47 a. Chien lc phong thu47 b. Chien lc tan cong 4.48 3.5.8 Chien lc dch vu..50 3.6 Hoan thien cong tac quan tr nguon nhan lc 51 KET LUAN & KIEN NGH------------------------------------------------------------------- 54 TAI LIEU THAM KHAO PHU LUC

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M AU
Tnh thiet thc cua e tai Nganh kinh doanh thc an nhanh Viet Nam c xem la nganh cong nghiep non tre phat trien trong nhng nam gan ay. Trong thi gian qua, tai Tp. HCM cac doanh nghiep kinh doanh thc an nhanh ra i ngay cang nhieu, phat trien tran lan. Do s hap dan cua li nhuan, cac cong ty kinh doanh thc an nhanh a tm moi cach loi keo khach hang en vi mnh bang cach gia tang quang cao, khuyen mai, chieu th ieu nay dan en chi ph tiep th ngay cang tang nhng toc o tang cua doanh so khong cao, ket qua la mot so doanh nghiep a phai ong ca, so khac th phai thu hep qui mo kinh doanh do hoat ong tiep th khong hieu qua. Viec tm kiem mot so chien lc marketing nham nang cao nang lc canh tranh cua cong ty Lotteria Viet Nam la het sc can thiet. No xuat phat t nhng yeu cau thc te vi s phat trien va canh tranh trong nganh thc an nhanh. ieu nay khong nam ngoai muc ch gop phan on nh hoat ong cua nganh c anh gia la soi ong, ong gop vao s phat trien hp ly va on nh cua cong ty, tao ra moi trng canh tranh lanh manh vi cac cong ty kinh doanh thc an nhanh khac. Do o, chung toi chon e tai nh hng chien lc marketing cua cong ty Lotteria Viet Nam en nam 2010. Muc ch nghien cu e tai nh hng chien lc marketing cua cong ty Lotteria Viet Nam en nam 2010 nham hng ti cac muc tieu c ban sau: He thong hoa cac ly thuyet, quan iem ve chien lc marketing ac thu cho san pham thc an nhanh cua cong ty Lotteria Viet Nam.

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Phan tch, anh gia thc trang hoat ong san xuat kinh doanh va marketing cua cong ty Lotteria Viet Nam. Qua phan tch nay co the xac nh c thi c, nguy c, the manh va iem yeu e lam c s nh hng chien lc marketing cua cong ty Lotteria Viet Nam.

e xuat chien lc marketing phu hp vi thc trang cua cong ty Lotteria Viet Nam. Xay dng cac giai phap khac nhau e thc hien co hieu qua cac chien lc marketing nay.

Pham vi nghien cu Pham vi nghien cu trong luan an la cac san pham thc an nhanh c ban tai cac ca hang thc an nhanh cua cong ty Lotteria Viet Nam. Pham vi thi gian cua chien lc marketing c nghien cu trong luan an keo dai en nam 2010. Phng phap nghien cu e at muc ch va pham vi nghien cu nay Luan an a s dung cac ly thuyet ve marketing, cac phng phap tong hp, phan tch so sanh, thong ke, d bao Ket cau luan an Luan an gom 3 chng: Chng I: C s ly luan ve chien lc marketing. Chng II: Thc trang moi trng marketing cua cong ty Lotteria Viet Nam. Chng III: nh hng chien lc marketing cua cong ty Lotteria Viet Nam en nam 2010. Ngoai ra, Luan an con co phan m au, ket luan va phu luc. Do lan au tien ap dung ly thuyet chien lc marketing vao nh hng chien lc marketing cua cong ty Lottreia Viet Nam nen Luan an khong the tranh khoi nhng thieu sot. Tac gia rat mong nhan c nhng ong gop bo sung, nhng ch dan xay dng e co the hoan thien Luan an.

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Chng I C S LY LUAN VE CHIEN LC MARKETING

1.1. nh ngha chien lc Theo Fred R. David, tac gia cuon Khai luan ve quan tr chien lc th chien lc la nhng phng tien e at ti cac muc tieu dai han. 1.2. Mot so quan iem marketing

Co nhieu quan iem khac nhau ve viec tien hanh cac hoat ong marketing. Quan iem san xuat: cho rang ngi tieu dung se a thch nhng san pham c ban rong rai va co gia ha. Theo quan iem nay, tat ca cac hoat ong cua doanh nghiep eu nham en muc tieu la tap trung vao viec nang cao hieu qua san xuat va m rong pham vi phan phoi. Quan iem san pham: ay la quan iem bo sung cho quan iem san xuat, theo quan iem nay, tat ca cac hoat ong cua doanh nghiep eu nham en muc tieu la san xuat u so lng va chat lng san pham e ap ng ay u nhu cau. Quan iem ban hang: quan iem nay xuat hien tren the gii trong boi canh kinh te the gii phat trien manh, cung luc nay a ln hn cau. Quan iem nay cho rang, tat ca cac hoat ong cua doanh nghiep eu phai nham muc tieu la tieu thu cho c san pham va thu li nhuan. Quan iem marketing hien ai: khang nh rang cha khoa e at c nhng muc tieu cua to chc la xac nh nhng nhu cau cung nhng mong muon cua cac th trng muc tieu, am bao mc o thoa man mong muon bang nhng phng phap hu hieu va hien hu so vi cac oi thu canh tranh. Quan iem marketing xa hoi: quan iem nay mi xuat hien gan ay, no cho rang moi hoat ong cua doanh nghiep phai nham xac nh cho c nhu cau cung nh li ch cua th trng. Tren c s o, doanh nghiep tm cach thoa man

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nhu cau cua khach hang mot cach toi a va at hieu qua cao hn oi thu canh tranh bang nhieu cach, gi gn va thuc ay phuc li cho xa hoi va cho khach hang. 1.3. Chien lc marketing

Chien lc marketing la chien lc chc nang cua cong ty nham a ra cac giai phap lau dai ve marketing e thc hien muc tieu kinh doanh cua doanh nghiep. 1.3.1 Chien lc san pham a. Chien lc chung loai Chien lc thiet lap chung loai: doanh nghiep phai thiet lap cho c cac chung loai san pham cua mnh, co kha nang san xuat va gi vng cac chung loai o. Chien lc han che chung loai: doanh nghiep phai luon thu thap thong tin phan hoi t th trng e biet c san pham nao ang thnh hanh, loai nao kinh doanh co hieu qua nhat va ngc lai. T o, doanh nghiep co ke hoach tap trung vao phat trien mot so san pham co hieu qua cao. Chien lc bien oi chung loai: doanh nghiep thay oi the thc thoa man nhu cau cua khach hang bang cach tao ra nhng san pham mi tren c s lam khac i t nhieu so vi nhng san pham a co nh cai tien ve hnh dang, vat lieu va cach trang tr bao b b. Chien lc hoan thien va nang cao chat lng san pham Chien lc nay bao gom cac noi dung: Hoan thien ve cau truc ky thuat cua san pham. Thay oi kieu dang, kch c, mau sac, mui v. Thay oi vat lieu che tao ra san pham theo hng giam chi ph hay nang cao chat lng san pham.

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Tang cng tnh thch dung cua hang hoa (de s dung, de bao qua, an toan) c. Chien lc oi mi chung loai

Muc ch cua chien lc nay la hng vao viec phat trien them mot so san pham mi cho th trng hien tai hay phat trien mot so san pham mi cho khu vc mi cua khach hang. 1.3.2 Chien lc marketing hon hp Marketing hon hp la tap hp cac cong cu marketing ma mot doanh nghiep s dung e theo uoi cac muc tieu cua doanh nghiep tren th trng muc tieu. Noi dung cua chien lc marketing hon hp bao gom: a. Chien lc marketing cho san pham Bat c san pham hay dch vu nao eu bao gom 3 phan: Phan loi: la li ch, s thoa man ma ngi mua co c khi mua san pham hay dch vu. Phan cu the: c tao ra t phan loi cua san pham. Phan phu gia: la nhng dch vu va li ch bo sung.

Trc ay, ngi tieu dung ch quan tam en nhng gia tr loi cua san pham th ngay nay phan phu gia ngay cang c chu y, chnh nhng gia tr bo sung nay se gop phan lam thoa man nhu cau ngay cang tang cua khach hang. ay la c s e cac nha kinh doanh s dung nham gia tang tnh canh tranh cua san pham. b. Chien lc marketing cho gia san pham Gia ca la mot yeu to khong the thieu c trong chien lc marketing hon hp. Bi v, oi vi ngi tieu thu, gia ca ong vai tro quyen nh trong viec mua hang nay hay hang khac. Con oi vi doanh nghiep, gia ca co v tr ac biet

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trong qua trnh tai san xuat v no la khau cuoi cung the hien ket qua cua cac khau khac. Co rat nhieu yeu to anh hng en quyet nh gia: Yeu to ben trong: da tren chien lc, muc tieu cua cong ty ve nhng nh hng hoat ong nh: tiep th, hoach nh gia, phng thc phan phoi Yeu to ben ngoai: moi trng kinh doanh, kha nang canh tranh cua cac oi thu, san pham thay the, nhu cau va kha nang cung ng c. Chien lc marketing trong phan phoi Xac nh kenh phan phoi hp ly se giup doanh nghiep a san pham cua mnh en tay ngi tieu dung theo ung muc tieu e ra. Kenh phan phoi hp ly se gop phan nang cao hieu qua cua doanh nghiep. Viec la chon kenh phan phoi da tren cac yeu to sau: Da tren ac tnh cua th trng Da tren ac tnh cua san pham Da vao kha nang tai chnh, nguon cung ng san pham au vao d. Chien lc khuyen mai Khuyen mai la mot trong bon chien lc marketing hon hp cua doanh nghiep nham thong tin, thong bao ve gia tr cua san pham va thuyet phuc khach hang mua chung. Chien lc khuyen mai cac san pham thc an nhanh bao gom: Quang cao: la hnh thc giup doanh nghiep xay dng hnh anh lau dai cua to chc, tao s noi bat cua nhan hieu. Ngoai ra, khuyen mai con giup tuyen truyen, giai thch ve san pham va dch vu kem theo. Viec hoach nh chien lc quang cao phai da tren viec xac nh ung an: phng tien, oi tng, so lng, tan suat quang cao. Xuc tien ban hang: la viec s dung cac phng tien khac nhau nham thuc ay nhu cau va kha nang tieu thu san pham: oi vi khach hang (pho bien mau,

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phieu giam gia, u ai), oi vi nhan vien ban hang (thng theo san pham, hoan hien cong tac ban hang) 1.3.3 Chien lc tiep th canh tranh a. Chien lc phong thu Muc ch cua chien lc nay la bao ve th phan ma cong ty ang nam gi tren th trng, chong lai cac cuoc tien cong cua cac oi thu canh tranh. Co 6 chien lc phong thu ma cong ty co the s dung: chien lc phong thu v the, phong thu man sn, ha thu trc, phong thu bang cach phan cong, phong thu c ong va phong thu co cum. b. Chien lc tan cong Can c vao muc tieu chien lc cung nh nhng iem manh va iem yeu cua oi thu canh tranh ma cong ty la chon cac chien lc tan cong thch hp nh: tan cong trc dien, tan cong man sn, tan cong kieu bao vay, tan cong ng vong va tan cong kieu du kch. Tom tat chng I Chien lc co the tom tat la: s tnh toan toan dien e hnh thanh cac phng an hanh ong nham at c muc tieu dai han. Chien lc marketing la chien lc chc nang phuc vu cho chien lc kinh doanh cua doanh nghiep. Co nhieu chien lc marketing c van dung tren thc te nh chien lc can c vao chu ky song cua san pham, chien lc marketing hon hp, chien lc la chon va tham nhap th trng, chien lc nh v, chien lc tiep can va ap ng th trng nhng chien lc san pham, chien lc marketing hon hp, chien lc tiep th canh tranh la nhng chien lc ac trng cho cong ty Lotteria Viet Nam.

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Chng II THC TRANG MOI TRNG MARKETING CUA CONG TY LOTTERIA VIET NAM
2.1. Khai quat ve thc an nhanh 2.1.1 Thc an nhanh Theo t iem bach khoa encyclopedia.com:thc an nhanh la nhng mon an c nau nng va phuc vu nhanh tai cac ca hang thc an nhanh hoac tai cac nha hang thc an nhanh. Thc an nhanh la thc an c an nhanh bang tay, khong dung dao, muong, a. No c ng trong nhng hop giay hoac nhng bao goi dung mot lan, bao gom nhng mon an pho bien nh ca, khoai tay chien, sandwishes, banh pizza, ga ran vi banh m, ga vien, hamburger, khoai tay nghien va salad tron. 2.1.2 Nha hang thc an nhanh Nha hang thc an nhanh bao gom cac c s chu yeu ban va phuc vu khach tieu thu thc an nhanh va thc uong tai cho hoac mang i. ay la loai hnh nha hang t phuc vu (self catering), thc an trong nhng nha hang nay c nau trc vi so lng ln, at trong nhng thiet b gi nong chuyen dung va c lam nong lai khi khach goi hang. 2.1.3 Tnh hnh phat trien cua nganh thc an nhanh a. Tren the gii Nganh cong nghiep thc an nhanh ra i Hoa Ky vao the ky 19 va ngay cang phat trien nhanh vi toc o cao trong nhng nam au the ky 21, ac biet nhng quoc gia co t so ngi nau an tai nha. Tai Hoa Ky, thc an nhanh c xem nh la bieu tng cua van hoa an nhanh uong voi cua ngi My. Theo thong ke cua Minnesota Attrney General a co hn 300.000 ca hang thc an

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nhanh ra i tai My vi nhng thng hieu noi tieng nh:Mc Donalds, Burger King, Taco Bell, KFC[1] Kieu an nhanh va nhieu chat beo cua ngi My a lan ra khap Chau Au, Chau A trong nhng nam gan ay. Theo trang web encyclopedia.the freedictionary.com, nhan hieu Burger King a co hn 11.350 ca hang 57 quoc gia vi doanh so nam 2002 len en 11.3 ty USD; Mac Donalds co hn 31.000 cua hang 121 quoc gia tren the gii vi so lng khach hang mot ngay len en con so 46 trieu, doanh so nam 2001 la 14.87 ty USD. Nhan hieu KFC, vi mon ga ran toan cau cung co hn 35.600 ca hang hn 100 quoc gia tren the gii. Ngay nay, chuoi kinh doanh nha hang thc an nhanh a rat thanh cong vi viec tao ra xu hng am thc toan cau mi bang viec tien hanh a phng hoa gu va v khi en m cac ca hang thc an nhanh tai nhng nc khac nhau. Tai Nhat Ban, Mac Donalds co mon Teriyaki burger, tai An o co Burger toan rau, Uc co burger kep tht ga nng i kem vi yogurt tamdoon va sot bac ha, tai Trung Quoc co mon burger kem vi kem v xoai. nhng nc Chau A, s thanh cong cua cac cong ty kinh doanh thc an nhanh khong ch s pha tron truyen thong an uong My vi cac truyen thong an uong tai a phng. Theo giao s James L. Waston ai hoc Harvard: yeu to ve sinh, phong an thoang mat, co gan may ieu hoa khong kh, cam hut thuoc va khong phuc vu ru cua cac nha hang thc an nhanh a khien gii phu huynh chon nhng nha hang nay cho con cai ho en an. b. Tai Viet Nam Nganh cong nghiep thc an nhanh c xem la nganh cong nghiep con non tre, xuat hien Viet Nam vao thap ky 90. T nam 2000 en nay, loai hnh kinh doanh thc pham thc an nhanh Viet Nam, ac biet la tai thanh pho Ho Ch

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Minh bat au phat trien manh. Do thu nhap ngi dan tang va do quy thi gian danh cho viec nau nng va en tiem an trc gi lam viec a b gii han, nen khach hang thng muon mua cac mat hang thc pham ap ng nhu cau cua ho mot cach nhanh chong, t ton thi gian nhat. Ca hang thc an nhanh trong va ngoai nc xuat hien ngay cang nhieu, KFC - 10 ca hang, Lotteria Viet Nam 5 ca hang, Jollibee - 3 ca hang, Chicken Town - 3 ca hang, Paris Deli - 2 ca hang, Monaco - 3 ca hang, Kinh o - 17 ca hang, c Phat - 19 ca hang, banh m Bon -10 ca hang 2.1.4 Cac ac iem cua th trng thc an nhanh a. Chan dung ngi tieu dung thc an nhanh Ngi tieu dung thc an nhanh thng co o tuoi t 15 en 45 tuoi la chnh, tap trung n gii. Ho la ngi nc ngoai; nhan vien lam viec cho cac cong ty lien doanh, cong ty nc ngoai; hoc sinh sinh vien; du khach. Nhng ngi tieu dung co kha nang ve tai chnh do tac ong cua nep song cong nghiep, can tiet kiem thi gian thong qua viec chon mua nhng san pham bo dng, co nhan hieu ang tin cay, tien dung, ve sinh, an toan. b. Thai o ngi tieu dung Nhan thc nhan hieu: ngi tieu dung th trng nhan thc nhan hieu qua khau v, mon an ngon va nong, phuc vu nhanh chong trong mot moi trng sach se va vi gia hp vi tui tien cua ho. Tam ly tieu dung: ngi tieu dung mua hang nhng ni thuan tien, tren ng i lam hoac gan nha, gan cong s. Ho thng can nhac ky chat lng va thng hieu khi chon mua san pham. Thoi quen tieu thu: thi iem mua hang tap trung vao buoi tra va buoi toi. Thi gian mua hang nhieu nhat trong tuan tap trung vao cac ngay th sau, th bay va chu nhat. Ngoai ra, cac ngay le trong nam cung la nhng ngay khach

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hang s dung thc an nhanh nhieu. Khoai tay chien la mon an pho bien nhat, c nhieu ngi tieu dung la chon. Hnh thc s dung: khach hang s dung thc an nhanh di 3 hnh thc Khach hang en ca hang goi hang va dung thc an tai ca hang. ay la hnh thc tieu dung pho bien bao gom nhng khach hang i an cung vi gia nh, ban be, ho can mot khong gian thoang mat, khong on ao, ve sinh. Khach hang en ca hang goi hang va mang i ni khac s dung. Ho la phu huynh mua thc an cho con mang en trng hoac nhng khach hang mua hang tieu thu tai cong s, da ngoai, picnic Khach hang goi ien thoai at hang va yeu cau giao hang tai ni khac. ay la nhng khach hang thng xuyen cua cong ty, chu yeu la cac nhan vien van phong. Nhan to anh hng ti viec s dung: cac yeu to nhan hieu, thc an nong, ngon, bo dng, phuc vu nhanh chong, an toan, ve sinh, chat lng cao va tien li. 2.2. Phan tch moi trng ben trong cong ty Lotteria Viet Nam 2.2.1 Qua trnh hnh thanh va phat trien cua cong ty Cong ty Trach Nhiem Hu Han Lotteria Viet Nam (Viet Nam Lotteria Co., Ltd.) c thanh lap theo quyet nh so 1627/GP ngay 12/7/1996 cua Bo Ke hoach va au t vi lanh vc kinh doanh la san xuat va kinh doanh thc an nhanh. ay la mot lien doanh gia Cong ty TNHH Thng Mai va Dch Vu Thien Nhan II; Cong ty Nissho Iwai va Cong ty Loteria (Nhat Ban). Tong so von phap nh cua cong ty lien doanh la 600,000 USD. Trong o, Cong ty Thien Nhan II ong gop 30% co phan, Cong ty Nissho Iwai gop 10% co phan va Cong ty Lotteria (Nhat Ban) gop 60% co phan con lai.

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Thang 4/2002, cac ben tham gia lien doanh a tien hanh tang von au t, tang von phap nh va bo sung thanh vien chu au t trong oi tac ben nc ngoai cua cong ty. Von phap nh cua cong ty tang len 2,542,000 USD. Trong o, Cong ty TNHH Thng Mai va Dch Vu Thien Nhan II ong gop 2,36% co phan, Cong ty Nissho Iwai gop 3,15% co phan, Cong ty Lotteria (Nhat Ban) gop 55,15% co phan va Cong ty Lotteria (Han Quoc) gop 39,34% co phan. 2.2.2 Tnh hnh to chc nhan s Nam 2003 tong so lao ong bnh quan cua cong ty la 190 ngi, trong o nhan vien quan ly ngi nc ngoai la 3 ngi, nhan vien quan ly ngi Viet la 27 ngi, con lai la nhan vien ban thi gian phan ln la sinh vien cac trng ai hoc. Mc thu nhap bnh quan hang thang cua nhan vien ngi Viet la 2.400.000 ong/ngi, nhan vien ban thi gian la 800.000/ngi. C cau to chc cua cong ty c hnh thanh theo mo hnh trc tuyen chc nang nh hnh 2.1
KHACH HANG Ca Hang 1 Ca Hang 2 Ca Hang Ca Hang 5

Phat trien khach hang Ke Toan Cung ng San Xuat Tiep Th Kinh Doanh Pho Tong Giam oc Tong Giam oc Bao Tr

Kinh Doanh

Hnh 2.1 S o c cau to chc cua cong ty

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Theo c cau tren, ngi lanh ao co moi quan he trc tiep vi ngi tha hanh, cac phong ban chc nang la bo phan tham mu co vai tro co van va tr ly cho lanh ao. Nhiem vu cua cac phong ban chc nang la hoan thanh tot nhiem vu theo chc nang cua mnh, trc tiep nam tnh hnh, theo doi, ieu hanh va phat hien moi tnh huong ot xuat co the xay ra trong pham vi quan ly cua mnh. Tong Giam oc la ngi co quyen han cao nhat va ieu hanh chung cac hoat ong cong ty. Tong Giam oc trc tiep quan ly cong viec cua Pho Tong Giam oc, phong kinh doanh va phong hanh chanh. Cac chc danh va chc nang quan trong trong cong ty Pho Tong Giam oc phu trach ve lanh vc kinh doanh oi ngoai, tham mu cho tong giam oc ve cac chien lc kinh doanh. Trc tiep lanh ao phong kinh doanh va phong hanh chanh. Phong kinh doanh quan ly trc tiep bo phan tiep th, bo phan san xuat, bo phan phat trien khach hang va bo phan bao tr. Nhiem vu chu yeu cua phong nay la thu thap nhng thong tin phan hoi cua khach hang t cac ca hang, thiet lap cac chien lc kinh doanh, e ra cac giai phap nham tang doanh so. Quan ly quy trnh hoat ong cua cac may moc thiet b tai ca hang, am bao an toan thiet b phong chong chay no, sa cha, cai tao may moc thiet b. Phong hanh chanh quan ly trc tiep bo phan thu mua va bo phan ke toan. Nhiem vu chu yeu cua phong nay la cung cap cac may moc thiet b, vat t hang hoa theo yeu cau cua ca hang, giai quyet nhng van e tai chnh trong qua trnh lu chuyen von cua cong ty. Tham mu cho Ban Giam oc ve viec la chon cac nha cung cap, cach s dung von hieu qua, to chc von sao cho am bao luan chuyen von kp thi e hoat ong kinh doanh dien ra mot cach lien tuc. iem manh cua cong ty ve tnh hnh to chc nhan s

trang 19

Lc lng lao ong tre tuoi lanh nghe, nang ong sang tao, co kha nang tiep can nhng cai mi.

oi ngu nhan vien quan ly cap cao co nhieu kinh nghiem trong quan ly mo hnh kinh doanh thc an nhanh nc ngoai.

iem yeu cua cong ty ve tnh hnh to chc nhan s Khau to chc cua he thong ca hang con yeu ve nhieu mat: cac che o ve lng cha c ro rang, khong co che o khen thng cu the.

Mot so nhan vien quan ly ca hang cha u nang lc, cung cach phuc vu cua nhan vien con b khach hang phan anh cha tot, nhan vien cha c ao tao tot ve ky nang ban.

Cha co che o chon loc nhan vien cua tng khau, ao tao phat trien nang cao e theo kp a phat trien nhanh cua he thong.

Viec quan ly thong tin trong noi bo cha chat che, dan en nhng thong tin b mat ben trong noi bo de dang lot vao oi thu canh tranh. 2.2.3 Tnh hnh hoat ong marketing a. Th trng tieu thu

Th trng tieu thu cua cong ty hien nay tap trung khu vc trung tam thanh pho nh: Quan I, Quan 3, Quan 10, Quan Tan Bnh, Quan Bnh Thanh ni co nhieu van phong, c quan x nghiep lam viec. en cuoi nam 2003, cong ty at doanh so tren 15 ty ong, tang 22% so vi nam 2002. Trong o, ca hang Rex co doanh so cao nhat chiem ty trong 39%, Co.op NC chiem ty trong 28%, ba ca hang con lai chiem ty trong11% [2]. Tuy nhien, toc o tang trng cua doanh so qua cac nam khong eu, cu the nh sau: - Toc o phat trien lien hoan 6 thang au nam 2002/2001 la 46%, nam 2003/2002 la 24% va nam 2004/2003 la 31%.

trang 20

- Toc o phat trien nh goc 6 thang au nam 2003/2001 la 81% va nam 2004/2001 la 136%. - Toc o tang trng bnh quan cua 6 thang au nam 2001-2004 la: 33%.
6.000.000.000 5.000.000.000 4.000.000.000 3.000.000.000 2.000.000.000 1.000.000.000 -

doanh so

nam 2004 nam 2003 nam 2002 nam 2001 1 2 3 4 5 6 7 8 9 10 11 12 thang

Hnh 2.2 Bieu o doanh so dang khoi nam t 2001 en 06-2004 b. San pham San pham cong ty kha a dang ap ng c nhu cau cua ngi tieu dung, c chia lam 5 nhom chnh: nhom san pham bg (burger), nhom san pham ga (chicken), nhom san pham khai v (dessert), nhom o uong (drink), phan an combo la phan an c ket hp t 4 nhom san pham tren.[3] Nam 2003, he thong ca hang thc an nhanh cua Lotteria Viet Nam a ban c 1.198.929 san pham, tang 35% so vi nam 2002. Bnh quan mot san pham ban ra co tr gia khoang 12.522. Trong o, nhom banh b g (mat hang oc quyen cua cong ty) la mat hang c ngi tieu dung mua nhieu nhat chiem 33,2% tong san pham xuat ban, ac biet banh b g tom, chiem ty trong ln 53% trong tong so lng san pham bg xuat ban. Banh b g la san pham oc ao cua cong ty, co hng v thm ngon, bo dng, khau v phu hp vi ngi tieu dung va c xem la san pham co v the canh tranh cua cong ty so vi cac nhan hieu thc an nhanh khac tren th trng. Ben canh nhng thanh tch ve chat lng cua san pham, cong ty phai ng au vi nhieu th thach:

trang 21

Cuoi nam 2003 va nhng thang au nam 2004, dch cum gia cam xay ra tren pham vi ca nc a anh hng en tnh hnh kinh doanh cua cong ty, cong ty a tam ngng ban sam pham ga trong giai oan nay.

Ham lng chat beo trong cac loai nc sot cua banh b g la kha cao, de gay beo ph. Khach hang n va nhng ngi ln tuoi khong thch dung loai sot nay, ho thng yeu cau banh b g khong lay sot.

Chat lng mot so san pham thng kem khi vao cao iem mua vu, ac biet vao nhng ngay le ln.

Cac san pham mau ma n ieu, thi gian bao quan ngan lam cho chi ph banh huy tang.

Cong ty cha anh gia, phan loai c san pham co trien vong tot hoac suy thoai e co hng au t them hoac loai bo.

Th trng thc an nhanh a co nhieu va xuat hien ngay cang nhieu oi thu canh tranh vi nhng san pham khac nhau tao ra s canh tranh rat gay gat.

Ca hang ban thc an cham (slow food) phat trien ngay cang nhieu ve qui mo va tnh phong phu cua thc n. c. Gia ca

Ve tong the, cong ty da vao chnh sach nh gia thap du banh b g cua cong ty a c khach hang a chuong. Muc tieu cua cong ty la at doanh thu, ch tieu li nhuan c giam xuong mc toi thieu. Chnh sach nay nham giup cong ty gi vng va m rong th phan cung nh ngan can cac oi thu canh tranh mi gia nhap nganh [4]. Hien nay, cong ty ap dung mc gia thong nhat oi vi cac san pham cho tat ca cac ca hang. Rieng phan combo moi ca hang co mc gia khac nhau do co s ket hp cac mon an khac nhau. Phan an combo tai ca hang Rex co mc gia

trang 22

cao nhat t 42.000 en 46.000 do ket hp nhng mon an co gia cao. Phan an combo tai ca hang Co.op Mart Nguyen nh Chieu co mc gia thap hn t 29.000 en 36.000 . Phan an Combo tai 3 ca hang con lai co mc gia t 22.000 en 29.000. Chnh sach chiet khau cua cong ty

oi vi khach hang mua hang vi gia tr ln (tren 1 trieu ong) cong ty giam 10% cho moi n at hang hoac giam 10% cho khach hang ky hp ong mua san pham dai han. Ngoai ra, cong ty cung ap dung cac chng trnh giam gia vao nhng dp ac biet nh: phan an ac biet cho thieu nhi (kid set) vao ngay quoc te thieu nhi, phan an ga gia nh (chicken family set) vao mua giang sinh. Gia thanh

Ty le chi ph tren gia ban bnh quan cua san pham la 34,46%, trong o: Nhom san pham bg la: 36,12% Nhom san pham ga la: 42,12% Nhom san pham dessert la: 35,18% Nhom san pham o uong la 33,09 % va phan an combo la: 32,83%

So vi toan nganh, ty le chi ph tren gia ban bnh quan cua tng nhom san pham cua cong ty la tng oi cao. Nhom san pham ga co gia thanh cao nhat, ke en la nhom banh b g. ac biet, banh b g tom, mat hang chu lc cua cong ty, co gia thanh kha cao 40%. Co nhieu nguyen nhan dan en hien tng nay, nhng nguyen nhan chnh la do cac thanh phan va nguyen lieu dung e che bien thc an nhanh eu phai mua lai t nhng nha san xuat khac, mot so nguyen lieu phai nhap khau t nc ngoai. Hn na, sc mua hien tai cua cong ty cha cao, cong ty cha co the manh trong viec thng lng gia vi nha cung ng.

trang 23

Ngoai ra, do cac khau kiem soat chi ph va gia thanh cha theo mot quy trnh cu the, thong nhat e nh lng va tnh gia thanh san pham mot cach hp ly. Cac chi ph phat sinh trong viec au t san xuat kinh doanh khong c kiem soat tot do so lieu cua phong ke toan thng cung cap cham va thieu chnh xac. Do vay, e giam gia thanh san pham cong ty can nghien cu xay dng nha may che bien cac thanh phan va nguyen lieu, phat trien them nhieu ca hang mi, m rong th phan ra cac tnh thanh khac. Bo phan marketing can nghien cu ay manh tieu thu san pham o uong va phan an combo la nhng nhom san pham co gia thanh thap. Ben canh o, bo phan ke toan can hoan thien he thong kiem soat chi ph va bao cao li lo e giup Ban Giam oc ieu chnh ke hoach kinh doanh kp luc. d. He thong ca hang He thong ca hang thc an nhanh cua cong ty nam nhng v tr thuan li khu vc trung tam thanh pho, phan ln nam trong khuon vien cac sieu th [5]. Hien nay, he thong ca hang cua cong ty con nhieu van e ton ong can giai quyet: He thong ca hang thc an nhanh cua cong ty con t, viec m ca hang khong da tren nhng nghien cu khao sat trc. Tai san cua ca hang cha c cac Quan ly ca hang quan tam lam. Noi that cua ca hang a xuong cap nhieu do s dung lau cha co cai tao nang cap. Tnh chuan mc trong trang tr cua chuoi ca hang cha c thc hien, bang hieu cac ca hang cha c thiet ke ong nhat. Cac chi ph banh huy va that thoat tien hang con nhieu do khau quan ly cua mot so ca hang cha tot.

trang 24

Cac chi ph cho ca hang cha ap dung nh mc hp ly va khong hp ly cho tng loai s dung, nen khi cai can tiet kiem th khong tiet kiem con cai khong tiet kiem th lai giam. e. Ve yem tr

Trong thi gian qua, cong ty a ap dung cac chng trnh khuyen mai nham gi vng va m rong th phan. Hnh thc khuyen mai pho bien la tang qua, rut tham trung thng khi khai trng ca hang mi. e gia tang doanh so, cong ty a s dung nhng bien phap kch thch tieu thu nh trng bay cac vat pham, ap phch quang cao, thc n trong noi bo cac ca hang. Quang cao tren bao ch cung c cong ty ap dung vao thi iem a san pham mi ra th trng. Nhng viec quang cao con ri rac, khong thng xuyen lien tuc, cha oc ao, cha gay an tng va cha neu bat cac ac iem rieng cua san pham. Cong ty cung a tham gia cac hoi ch trien lam nh hoi ch trien thc pham o uong EXPO, hoi ch hang Viet Nam chat lng cao. Nhn chung, hoat ong quang cao cua cac cong ty thc an nhanh con han che. Do cac cong ty cha s dung cong ty quang cao chuyen nghiep va do kien thc ve quang cao cua doanh nghiep con yeu, cac cong ty cha ket hp c quang cao vi cac hoat ong yem tr khac nh khuyen mai, tuyen truyen e hnh thanh chien dch co quy mo va hieu qua. Ngoai viec phuc vu khach hang tai cac ca hang, cong ty con co oi ngu giao hang mien ph en tan ni theo yeu cau cua khach hang. oi ngu nay c trang b xe mo to va thung ng hang chuyen dung. Tuy nhien, do lng va cac khoan phu cap cha hp ly, nen cac nhan vien nay con l la trong cong viec, con cau gi khi i giao banh. 2.2.4 Ma tran cac yeu to ben trong cong ty Bang 2.1 Ma tran cac yeu to ben trong

trang 25

Yeu to ben trong chu yeu CAC IEM MANH (STRENGTHS)

S.1 S.2 S.3 S.4 S.5 S.6 S.7 S.8 S.9 S.10 S.11 W.1 W.2 W.3 W.4 W.5 W.6 W.7 W.8 W.9 W.1 0

Mc o trong
quan

Pha n loai

Ton g iem

Thng hieu cong ty c nhieu ngi biet en a iem ca hang thuan li San pham a dang ap ng c nhu cau tieu dung Gia cua san pham hp ly Co the cung cap san pham cho khach hang vi so lng ln Mat hang banh b g tom c nhieu ngi quan tam Dch vu giao hang tan nha mien ph Co mot so san pham oc quyen Chuoi ca hang c phat trien them, phu rong th trng Cac chng trnh quang cao, khuyen mai c quan tam oi ngu nhan vien quan ly cap cao co nhieu kinh nghiem CAC IEM YEU(WEAKNESSES) Chat lng san pham khong on nh vao mua cao iem Mau ma san pham n ieu, chi ph banh huy tang oi thu canh tranh ngay cang nhieu Gia thanh san pham cao Cha anh gia c trien vong cua san pham Mot so Quan ly ca hang cha u nang lc Cac chnh sach khen thng, che o lng cha ro rang Nhan vien cha c ao tao tot ve ky nang ban hang Cung cach phuc vu cua nhan vien con yeu Cha quan ly tot chi ph va tai san Tong cong

0.06 0.07 0.05 0.06 0.04 0.06 0.04 0.05 0.04 0.05 0.05 0.05 0.05 0.06 0.05 0.04 0.04 0.03 0.03 0.05 0.03 1

3 4 3 3 4 4 4 4 3 3 3 2 1 2 2 1 2 2 1 2 1

0.18 0.28 0.15 0.18 0.16 0.24 0.16 0.2 0.12 0.15 0.15 0.1 0.05 0.12 0.1 0.04 0.08 0.06 0.03 0.1 0.03 2.68

Nhan xet: So iem quan trong tong cong la 2.68 cho thay cong ty Lotteria Viet Nam ch mc trung bnh ve v tr chien lc noi bo tong quat. Do o, ben

trang 26

canh viec phat huy nhng mat manh, cong ty Lotteria Viet Nam can phai khac phuc nhng mat yeu co anh hng quan trong en kha nang hoat ong cua doanh nghiep nh: chat lng san pham kem vao mua cao iem, mau ma san pham con n ieu, trnh o nhan vien con thap, chnh sach lng bong cha ro rang. 2.3. Phan tch moi trng ben ngoai 2.3.1 Moi trng v mo a. Moi trng kinh te Nen kinh te trong nhng nam gan ay nc ta co toc o phat trien kinh te rat nhanh. Mc o tang trng GDP cua Viet Nam nam 2000 la 6.79%, nam 2001 la 6.84% tang 0.5 %, nam 2002 la 7.04% va nan 2003 la 7.24% tang 0.2%. Nha nc tng bc co gang giam lam phat va ay manh qua trnh hoi nhap vi khu vc va quoc te, thu hut au t nc ngoai, tao a cho s phat trien kinh te. i song dan c nhn chung on nh va c cai thien. Mc thu nhap bnh quan au ngi trong cac nam gia tang ang ke, nam sau cao hn nam trc.
Thu nhap bnh quan au ngi Nam 2000 Nam 2001 Nam 2002 Nam 2003 Ca nc 403,60USD/ ngi / nam 415,40USD/ ngi / nam Tp. HCM 14.6 trieu ong / ngi / nam 16.5 trieu ong / ngi / nam

440,10USD/ ngi / nam 17.87 trieu ong / ngi / nam 483,00USD/ ngi / nam 19.80 trieu ong / ngi / nam

Bang 2.2 Thu nhap bnh quan au ngi 2000-2003 (Nguon: Tong cuc Thong ke Viet Nam) Do thu nhap ngay cang cao, mc chi tieu cho i song cua ngi dan tang len va nhu cau chi tieu cho thc pham an them ngoai ba an chnh cua ngi tieu dung tang len, ho chu trong nhieu hn en nhng thc pham co chat lng cao c san xuat t nhng cong ty co uy tn, ay u calo, ve sinh va an toan

trang 27

thc pham. Ben canh o, viec gia tang thu nhap cung tac ong en mc o trung thanh oi vi nhan hieu cua ngi tieu dung, ho de dang thay oi nhan hieu khi nhu cau khong c ap ng. b. Yeu to chnh tr va phap luat Tnh hnh chnh tr nc ta rat on nh, chnh phu quyet tam oi mi va m ca nen kinh te khuyen khch cac thanh phan kinh te lam giau chnh ang. Luat phap nc ta ang c xay dng va hoan thien, cac chnh sach cua nha nc ngay mot ro rang hn e nh hng cho nen kinh te cung nh cac doanh nghiep hoat ong. c. Yeu to xa hoi Thanh pho Ho Ch Minh la ien hnh cho s thay oi nhanh chong cua mot nc ang phat trien. Viec o th hoa trong nhng nam qua a thu hut dong di c t cac tnh ngoai o vao thanh pho lam an sinh song ngay cang nhieu. Theo cuoc khao sat cua tac gia Quang An (bao Ngi Lao ong ngay 29-062004) tren 300 cap v chong, cho thay co en 80% so v chong khong co thi gi nau nng ba an sang va tren 52% thng dung ba an tra ngoai ng. Ngi dan bat au chu trong nhieu hn en nhng thc pham co ay u chat bo dng, c che bien nhanh khong ton nhieu thi gian. So gi lam viec trong tuan cua cac c quan ban nganh giam, cong nhan vien chc co thi gian ngh ngi i mua sam nhieu hn, ac biet vao ngay th bay va chu nhat. Nh vay, th trng vi nhng chuyen bien ve dan so, kinh te va xa hoi nh tren la mot th trng tieu thu hang hoa ln, mot th trng ay tiem nang cho san pham thc an nhanh cua cong ty Lotteria Viet Nam. 2.3.2 Moi trng vi mo a. Nha cung cap

trang 28

Hien nay, cong ty cha co nha may che bien nguyen lieu thc an nhanh, cac nguyen vat lieu phuc vu cho che bien thc an nhanh eu c mua t nha san xuat trong va ngoai nc. Nguon cung cap t nc ngoai chu yeu la san pham trong nc cha san xuat c hoac san xuat c nhng chat lng khong ap ng cac tieu chuan khat khe cua cong ty bao gom: may moc, thiet b nha bep chuyen dung, khoai tay ong lanh xat khuc (nhap t My), mot so loai gia v va giay goi chuyen dung (nhap t cong ty Lotteria Han Quoc). Nguon cung cap trong nc, chu yeu la nhng n v san xuat thanh pho HCM, Bnh Dng, ong Nai, Tien Giang. ay la nhng n v tin cay hoi u nhng tieu chuan theo yeu cau giay chng nhan quoc te nh: tieu chuan GMP (Good Manufacturing Practices) tieu chuan thc hanh san xuat tot va tieu chuan HACCP (Hazard Analysis and Critical Control Points) he thong phan tch moi nguy hiem va iem kiem soat ti han. Vi nhng nha cung cap nguyen lieu dung e che bien nhng san pham chu lc nh tom vien, ca vien, bo vien, ga mieng cong ty thng c chuyen gia nc ngoai en tng n v huan luyen, hng dan ho san xuat theo yeu cau cua cong ty. b. Khach hang So lt khach hang en he thong ca hang Lotteria Viet Nam tang nhanh qua cac nam, nam sau cao hn nam trc. Nam 2003, a co 425.902 lt khach en cac ca hang thc an nhanh cua cong ty, tang 19,8% so vi nam 2002. Trong sau thang au nam 2004, cong ty a on nhan 263.906 lt khach, tang 27% so vi cung ky nam 2003[6]. Khach hang cua cong ty chu yeu la ngi Viet, khach nc ngoai ch chiem ty le t khoang 9%. Khach hang la phu n chiem ty le cao 57%, trong o tre em chiem ty le 3%, thieu nien 13%, trung nien 83%, ln tuoi 1%. Khach hang la

trang 29

nam gii chiem khoang 43%, trong o tre em chiem ty le 5%, thieu nien 12%, trung nien 82%, ln tuoi 1%. Thi gian khach hang en ca hang nhieu nhat trong ngay la 12 gi va 19 gi; trong o th sau, th bay, chu nhat va nhng ngay le la nhng ngay khach hang dung thc an nhanh nhieu nhat. Xet theo hnh thc goi hang: khach en ca hang goi hang va an tai cho chiem ty le tng oi ln 75%, ke en la khach en ca hang at hang va mang i ni khac tieu thu chiem 20%, con khach at hang qua ien thoai chiem khoang 5%. Bnh quan mot khach hang en ca hang chi khoang 35.000 e mua 2.7 san pham. Trong thi gian qua, cong ty a phuc vu cho nhng hoi ngh ln nh: phuc vu cho 1.000 doanh nhan ngi My nhan chuyen tham va lam viec cua tong thong Bill Cliton, phuc vu cho hoi ngh khach hang cua cong ty Nokia va hien tai cong ty ang phuc vu dai han cho cac chuyen bay cua hang hang khong Lion Mentary-Inonesia. c. oi thu canh tranh oi thu canh tranh chnh cua cong ty Lotteria Viet Nam la cong ty KFC va cong ty Jollibee. Cac oi thu nay chu yeu la cac lien doanh nc ngoai vi cac cong ty Viet Nam hoac Viet kieu, mua lai quyen kinh doanh (franchising) cua cac nhan hieu thc an nhanh noi tieng tren the gii. Cong ty Lien Doanh TNHH KFC Viet Nam

La cong ty lien doanh gia mot cong ty Viet Nam la Cong ty Co Phan Phat Trien San Xuat Nhap Khau Thien Nam (30% von co phan) vi hai cong ty Singapore la SULT INVESTMENTS PTE. LTD (35% von co phan) va MACON DRAY& COMPANY INC (35% co phan). Von au t ban au cua cong ty KFC la 4.000.000 USD, lanh vc kinh doanh la che bien va kinh doanh thc pham, thc an nhanh di nhan hieu KFC Viet Nam.

trang 30

Cong ty TNHH Tan Viet Hng (Jollibee)

La cong ty TNHH do Viet kieu Philippin lam chu, lanh vc kinh doanh la che bien va phan phoi thc pham, thc an nhanh di nhan hieu Jollibee (nhan hieu thc an nhanh noi tieng cua Philippin) Viet Nam. Bang 2.3 Ma tran hnh anh canh tranh
Mc quan trong KFC Jollibee Lotteria iem iem iem Phan Phan Phan quan quan quan loai loai loai trong trong trong

STT

Yeu to thanh cong

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Th phan Chat lng san pham Chung loai hang hoa Gia ca Khuyen mai Quang cao Quan ly - ieu hanh Thiet b hien ai Thai o phuc vu He thong ca hang V tr kinh doanh Kha nang tai chnh Hnh thc ca hang Dch vu giao hang au t cho nghien cu & phat trien Khu tro chi tre em Loai hnh kinh doanh

0,06 0,08 0,06 0,07 0,07 0,06 0,04 0,04 0,07 0,06 0,07 0,04 0,08 0,04 0,05

4,00 3,50 2,50 3,00 3,00 3,00 3,00 3,50 3,50 3,80 3,50 3,50 3,50 2,00

0,24 0,28 0,15 0,21 0,21 0,18 0,12 0,14 0,25 0,23 0,25 0,14 0,28 0,08

1,80 3,00 3,30 2,70 2,00 2,00 2,00 2,50 2,50 1,50 2,50 2,00 2,50 2,00

0,11 0,24 0,20 0,19 0,14 0,12 0,08 0,10 0,18 0,09 0,18 0,08 0,20 0,08

2,30 3,50 3,00 2,80 2,70 2,50 2,50 3,00 3,00 2,00 3,00 3,00 3,00 3,50

0,14 0,28 0,18 0,20 0,19 0,15 0,10 0,12 0,21 0,12 0,21 0,12 0,24 0,14

3,00 0,15

2,50 0,13

3,00 0,15 0,05 0,18

2,77

0,05 3,00 0,06 1,00

1

0,15 1,00 0,06 1,00

3,11

0,05 1,00 0,06 3,00

2,21

Tong so iem quan trong

Nhan xet: qua phan tch ma tran hnh anh canh tranh chung ta co the xep hang oi thu canh tranh nh sau: mot la KFC, theo sau la Lotteria Viet Nam. Tong so iem quan trong cua KFC la 3,11 iem cho thay KFC la oi thu canh

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tranh rat manh, neu xet theo ph canh chien lc th KFC ng pho rat hieu qua vi moi trng ben trong va ben ngoai. oi thu th hai la Jollibee co tong so iem quan trong la 2,21 thap hn so iem cua Lotteria Viet Nam nhng la oi thu rat ang lo ngai. Bi le, Jollibee rat thanh cong Philippin, ho a anh bai Mc Donalds th trng nay. Do vay, nh hng chien lc marketing cua Lotteria Viet Nam can hng en viec han che nhng mat manh cua KFC, hoan thien nhng iem yeu cua mnh va thc hien chien lc phong thu oi vi Jollibee. 2.3.3 Ma tran cac yeu to ben ngoai cua cong ty Bang 2.4 Ma tran cac yeu to ben ngoai
Yeu to ben ngoai chu yeu CAC C HOI (OPPORTUNITIES)
O.1 O.2 O.3 O.4 O.5 O.6 O.7 O.8 O.9 O.10

Mc iem quan Phan quan trong loai trong 0.08 0.06 0.07 0.06 0.05 0.05 0.06 0.06 0.04 0.05 4 3 4 3 3 3 4 3 3 3 0.32 0.18 0.28 0.18 0.15 0.15 0.24 0.18 0.12 0.15

Nhu cau tieu thu thc an nhanh tang Khach hang quan tam en chat lng va thng hieu Khach hang quan tam en an toan ve sinh thc pham Cac oi thu canh tranh cha to chc c quy mo kinh doanh ln Dan so tai Tp. Ho Ch Minh ngay cang ong hn Nhu cau chi tieu cho thc pham an them ngoai ba an chnh tang len do thu nhap tang Nhu cau s dung thc an nhanh vao cac ngay le la rat ln Thu nhap bnh quan au ngi hang nam tang Thu hut au t ngc ngoai ngay cang tang Moi trng chnh tr, phap luat ngay cang phat hoan thien CAC BAT TRAC (THREATS) Mc o trung thanh cua khach hang thng thay oi oi thu canh tranh ngay cang nhieu

T.1 T.2

0.05 0.06

2 3

0.1 0.18

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T.3 T.4 T.5 T.6 T.7 T.8 T.9

Chat lng banh khong ong bo Dch cum ga ngay cang lan rong San pham thay the thc an nhanh ang phat trien Viec m ca hang khong da tren nghien cu khao sat trc Ap lc t can benh beo ph oi thu canh tranh ap dung chien lc theo sau chien lc ct Thong tin ben trong noi bo co the lot vao oi thu canh tranh Tong cong

0.06 0.04 0.05 0.03 0.03 0.05 0.05 1

3 2 2 2 2 2 2

0.18 0.08 0.1 0.06 0.06 0.1 0.1 2.91

Nhan xet: So iem quan trong la 2.91 (so vi mc trung bnh 2.5) cho thay kha nang cua cong ty Lotteria Viet Nam ch dng mc trung bnh oi vi cac c hoi va e doa t moi trng ben ngoai. Them vao o, cac yeu to nh canh tranh t cac oi thu, chi ph au vao con cao, dch benh ngay cang lan rong la nhng yeu to anh hng en s thanh cong cua cong ty Lotteria Viet Nam. Tuy nhien, mc phan ng hien tai cua cong ty Lotteria Viet Nam oi vi cac yeu to nay van con mc thap. V vay, chien lc phat trien phai nham nang cao kha nang phan ng cua cong ty Lotteria Viet Nam oi vi cac yeu to tren. Ket luan chng 2 Chng 2 a phan tch thc trang moi trng marketing cua cong ty Lotteria Viet Nam, gii thieu tnh hnh phat trien cua nganh thc an nhanh, cac ac iem cua th trng thc an nhanh cung nh phan tch moi trng ben trong, moi trng ben ngoai cua cong ty Lotteria Viet Nam. Can c vao cac muc 2.2, 2.3 va ma tran hnh anh canh tranh, ma tran cac yeu to ben trong, ma tran cac yeu to ben ngoai; tren c s phat huy nhng u iem va khac phuc nhng nhc iem va ton tai, chung toi manh dang e ra mot so chien lc se c e cap chng 3 nham nang cao hieu qua kinh doanh cua cong ty Lotteria Viet Nam.

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Chng III NH HNG CHIEN LC MARKETING CUA CONG TY LOTTERIA VIET NAM EN NAM 2010 3.1. Nhng quan iem nh hng phat trien va muc tieu cua cong ty 3.1.1. Nhng quan iem nh hng phat trien cua cong ty Tren c s phan tch tnh hnh kinh doanh hien tai, cac c hoi va cac bat trac cua th trng, e nh hng chien lc marketing cho cong ty co hieu qua, theo chung toi can co nhng quan iem sau: - Tang trng: banh trng m rong th phan, tang so lng ca hang, hnh thanh mac xch cac ca hang Tp.HCM va cac tnh, thanh pho lan can. - Phat trien: nang chat quan ly; nang cao trnh o, nang lc; at en cac c cau toi u, tnh he thong ben vng va tnh hieu qua on nh. - at hieu qua li nhuan: no lc nang cao nang lc quan ly, tiet kiem chi ph, giam thieu lang ph, ay manh au t chieu sau, au t tao ra nhng gia tr vo hnh, nang cao gia tr cam nhan cua khach hang. 3.1.2. Muc tieu cua cong ty a. Muc tieu nh tnh S menh cua cong ty: cung cap thc pham bo dng nham nang cao chat lng cuoc song; thoa man toi a nhu cau khach hang va bao ve moi trng; xay dng bo may to chc tren tinh than oan ket va cung co li. + Muc tieu maketing a dang hoa mau ma, chung loai san pham, tao ra nhng san pham phu hp vi nhu cau cua khach hang. Tch cc tm au ra cac th trng, ao tao nang cap ky nang ban hang cho nhan vien, giam chi ph au vao bang cach xay dng

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nha may che bien nguyen lieu, thc hien mo hnh hp tac ban thng hieu nham tang cng li the canh tranh. e at c cac muc tieu tren, cong ty Lotteria Viet Nam can phai: - Tang doanh so bang cach: + au t nghien cu a dang hoa chung loai san pham, nang cao chat lng san pham bao am li ch cho ngi tieu dung. + Khai thac them cac kenh ban hang nh: trng hoc, cac ca hang cafe, can tin tai cac c quan x nghiep co so lng cong nhan nhieu. + Khai thac dch vu cung cap khau phan banh an nhanh cho cac hoi ngh, tiec sinh nhatqua viec phuc vu tai cho hoac giao hang tan ni. + Khai thac viec ban san pham qua mang va giao hang tan ni cho khach hang. + Khai thac them cac mat hang ngoai nham a dang hoa san pham, toi a hoa li nhuan va chia xe chi ph tiep th vi cac nha cung cap. + Gia tang th phan Thanh pho Ho Ch Minh, tham nhap th trng mi mien Tay, mien ong Nam Bo, mien Trung va mien Bac. - Giam chi ph: au t nha may san xuat, che bien cac thanh phan va nguyen lieu che bien thc an nhanh nh bo vien, ca vien, tom vien - Quan tam en khach hang: chu trong nhom khach hang khu vc trung tam thanh pho. V rang, a phan ngi dan song khu vc trung tam la a sinh song tai ay kha lau, do vay cong viec va thu nhap cua ho on nh. Con cac khu vc vung ven, a so la ngi dan mi en lap nghiep. Phan ln la cong nhan, mc song khong cao ngoai tr cac khu dan c mi quy hoach sau nay theo chnh sach dan dan t noi thanh ra ngoai thanh. b. Muc tieu nh lng

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Bang phng phap d bao theo chuoi thi gian va phng phap d oan can c vao thu thap y kien cac chuyen gia, chung toi co d bao doanh so va so lng ca hang cua cong ty Lotteria Viet Nam en nam 2010 nh sau:
So lng ca hang Nam 2005 2006 2007 2008 2009 2010 Trc thuoc 20 25 30 36 44 46 Ban quyen kinh doanh 0 5 20 51 71 90 Doanh so (ca hang trc thuoc) 1.000 42.114.796 61.793.842 87.961.657 119.229.226 163.783.540 181.510.630

Bang 3.1 Ke hoach danh so va so lng ca hang t nam 2005-2010 3.2. Ma tran SWOT cua cong ty

T cac iem manh iem yeu, thi c va nguy c cua cong ty san xuat & kinh doanh thc an nhanh Lotteria Viet Nam nh bang 2.1 va 2.4 chung toi xay dng ma tran SWOT cua cong ty Lotteria Viet Nam nh bang 3.2. 3.3. Chien lc san pham

Chien lc san pham co vai tro quan trong, la vu kh sac ben cua cong ty trong canh tranh tren th trng. Muon ton tai va phat trien cong ty phai xac nh c chien lc san pham ung an. 3.3.1. Chien lc tang trng tap trung mot so san pham dch vu da vao the manh cong ty e thc hien chien lc nay oi hoi Ban Tong Giam oc cong ty phai chon loc lai cac san pham chu lc e au t phat trien tot hn, trong o can quan tam phat trien cac san pham trong bang 3.3.

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Cac nhom san pham a liet ke bang 3.3 la cac san pham ang ban chay trong he thong va co ty le cao nhat trong moi nhom hang ve doanh so. Do nhng san pham nay la nhng san pham tru cot cua he thong nen viec on nh cac san pham nay chnh la on nh kinh doanh cho toan he thong.
STT San pham Ty le tren tong doanh thu 17,50% 2,80% 2,70% 2,40% 2,00% 9,30% 5,00% 3,60% 3,90% 3,30% 11,00% 1,00% 1,00% 0,80% Ty le tren nhom hang 52,8% 8,49% 8,07% 7,16% 6,02% 52,24% 27,80% 19,96% 30,02% 25,15% 73,31% 6,77% 6,77% 5,31%

I. Nhom burger 1 Shrimp burger 2 Bulgogi Burger 3 Hamburger 4 Chesse burger 5 Fish burger II. Nhom chicken 1 L - Chicken 2 Chicken set 3 Family chicken III. Nhom dessert 1 Friench Fries 2 Shake potato IV. Nhom o uong 1 Pepsi cup 2 Ice-tea 3 Orange Juice 4 Pepsi can

Bang 3.3 Cac loai san pham chu lc ang kinh doanh tai cac ca hang oi vi cac nhom san pham nay can quan tam nhieu hn na ve chat lng mau ma cung nh gia ca. Xem lai tat ca chi ph san xuat trc tiep va gian tiep cua san pham nay nham toi a hoa viec giam gia thanh e canh tranh. Can phai au t xay dng nha may che bien cac thanh phan nguyen lieu nh tom vien, ca vien, bo vien e khac phuc lai tnh trang mot so san pham trong cac nhom hang nay ang b giam dan

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ve chat lng, tranh trng hp lam anh hng en uy tn chung cho nhng san pham khac cua cong ty. Tao moi ieu kien thuan li cho khach hang khi mua cac san pham chu lc nay bang cach giao hang en tan ni, m cac dch vu ban hang qua ien thoai, qua mang. e ra cac tieu chuan cu the cho tng hang muc san pham ve khau bao quan va ong goi cho san pham e han che toi a viec khieu nai cua khach hang. Nen xem lai trong nhom hang chu lc co the chon mot so nhom hang xay dng mot so chnh sach gia mem e tao a cho cac san pham khac ban tot hn. oi vi cac ca hang nam khu dan c thu nhap bnh quan thap, can nghien cu cho ra i cac san pham tng t ve chat lng va mau ma nhng trong lng t hn e giam mat bang gia cho khu vc. 3.3.2. Chien lc tang trng trong th trng hien tai vi san pham hang hoa ang san xuat kinh doanh. Cong ty can tiep tuc bao am gi gn va gia tang th phan a chiem c tren th trng. Thiet lap va gi vng chung loai nhom san pham hien co nh bg, ga ran, khai v, o uong va phan an combo. Thc hien nhng bien phap cung co va nang cao uy tn cua chung loai san pham nh: Tang tnh chuyen biet cho san pham va cac dch vu hau mai ho tr cho qua trnh ban hang e thuyet phuc khach hang s dung san pham cua ca hang thng xuyen hn va tan suat mua trong thang nhieu hn. Loi keo khach hang cua oi thu canh tranh bang chnh chat lng san pham, mau ma va gia ca lan cung cach phuc vu va cac chng trnh khuyen mai an tng. Nghien cu a them chat dinh dng vao san pham e m rong oi tng phuc vu, tang th phan.

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Lay the manh cua cong ty la thng hieu va uy tn san pham e gi vng th phan ang co, sau o phan loai san pham e n gian hoa c cau chung loai nham muc ch loai tr san pham kinh doanh khong hieu qua, ong thi tap trung phat trien cac san pham ang co hieu qua.

Ra soat ky san pham cho tng nhom hang chu lc bang cach keo dai chu ky tang trng thong qua viec ieu chnh mot so yeu to tao s khac biet cho san pham ve mau ma, mui v va gia ca.

Nghien cu cho ra i dong san pham cao cap phuc vu cho khach hang phan khuc co thu nhap cao. oi vi cac san pham nay can quan tam nhieu ve chat lng, ve dinh dng, gia ca co the cao. e ay manh cac san pham nay, can thc hien cac chng trnh quang cao hap dan.

Hoan thien cac quy trnh tieu chuan trc khi cho ra i mot san pham hay mot dong san pham, phai co nghien cu trc ve khach hang muc tieu, gia san pham, thanh phan dinh dng khau v, kch thc trong lng banh. 3.3.3. Chien lc phat trien san pham mi va khai thac cac san pham khong san xuat e a dang hoa san pham

Muc ch cua chien lc nay e cung co va tao v the canh tranh cho he thong cac ca hang, lam cho khach hang cam thay ca hang luon a dang va phong phu san pham khi can tm mua. Nhng e thc hien c chien lc nay tot, oi hoi trc khi quyet nh au t cho san pham mi hoac khai thac san pham t ben ngoai, phai quan tam en cac yeu to sau: Khau v, mau ma trong lng, ong goi va gia san pham co phu hp vi oi tng khach phuc vu khong? San pham mi co em lai li nhuan cao hn khong?

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Kha nang tieu thu khai thac them san pham mi hoac au t may moc thiet b co hieu qua khong?

Chi ph au t cho chien lc nay co kha thi khong, cac yeu to ben trong cong ty co ap ng c khong?

Ngoai cac yeu to nay, phai thng xuyen theo doi va thong ke c sc tieu thu cua san pham cung nh chu ky song cua san pham ang giai oan nao e quyet nh duy tr hay loai bo. oi vi cac san pham cong ty khong san xuat, phai khai thac them t ben ngoai vao kinh doanh can quan tam en cac van e sau: ieu kien cua nha cung ng ve gia ca, giao hang, chat lng san pham, thi han thanh toan va cong n. Phai thng xuyen xem xet cac san pham cac giai oan kinh doanh khac nhau e anh gia mc li nhuan ma san pham mang lai. Cac san pham khai thac them phai phu hp vi nganh nghe kinh doanh cua ca hang va khong b trung lap hoac co tnh thay the san pham ang co tai cong ty do cong ty san xuat. Thng hieu cua cac san pham nay phai c ngi tieu dung biet en. Gia ca cac san pham nay khong qua cao. Cac chng trnh ho tr ban hang tot va co li cho cac hoat ong kinh doanh cua ca hang. Tom lai, trong chien lc san pham cong ty can quan tam en Chat lng san pham, mau ma, gia ca san pham, tnh a dang cua san pham, chu ky song va thi gian bao quan cua san pham. Dch vu hau mai khac nh khuyen mai, quang cao va dch vu giao hang mien ph. Rieng oi vi cac vu mua nh Noel, cac ngay le ln, chien lc san pham con quan tam them cac khau d bao mc o tieu thu cua san pham qua dien bien ban hang thc te cua tng ngay can ngay cao iem, ong thi lay so lieu nam cu lam iem ta e

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nhan he so cho nam ang thc hien. Quan tam nhieu en viec ieu tiet san pham t ca hang ban cham sang ca hang ban nhanh, theo ty le chung loai hay cu the da tren sc ban cua tng ca hang. 3.4. Chien lc marketing hon hp 3.4.1 Chien lc marketing cho san pham oi vi cac san pham mi a vao kinh doanh can co cac chng trnh quang cao, khuyen mai, e gia tang sc mua cho san pham bang hnh thc mua san pham nay tang san pham khac, hoac mua hang tch luy iem thng e at u ai qui nh trong the VIP cua ca hang. Thong qua cac phng tien thong tin ai chung e quang ba cho san pham nh bang ron, ap phch, va cac vat pham quang cao khac. Hoac quy ve nhom san pham co the quang cao tren bao ai. S dung chien lc xuc tien ban hang thong qua quang cao, e tao tam ly quan tam va ghi nh san pham, khi ngi tieu dung can la ho se ngh trc en san pham cua cong ty. Trc khi cho ra i mot san pham can quan tam en hnh thc, mau ma, gia tr dinh dng, an toan ve sinh thc pham, nguyen lieu au vao, gia ca va cung cach phuc vu. Xac nh ro chu ky song cua san pham e co ke hoach chieu th quang cao. oi vi muc nay can quan tam nhieu vao giai oan gia gii thieu va tang trng, khong nen au t quang ba san pham giai oan au hay giai oan bao hoa, suy thoai. Ap dung chien lc thiet lap va phan loai chung loai san pham cho tng nhom hang e co ke hoach phat trien quang cao cac nhom hang chu lc chiem nhieu doanh thu cho he thong nh nhan hang hamburger, nhan hang ga ran.

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Thay oi bao b san pham theo chu ky nhat nh e khong ngng thu hut s chu y cua khach hang. Lap cac bang nghien cu, thu thap thong tin ve cac san pham e xac nh cac san pham khong con c ngi tieu dung yeu thch e cai tien thanh san pham mi hay loai bo i trong tng lai. Phai co chien lc hoach nh cho san pham mi theo tng quy, tng nam oi vi tnh hnh thay oi cua th trng nh tang giam thu nhap do lam phat cua nen kinh te, hoac anh hng cua yeu to dch benh. Tom lai, trong chien lc nay, cong ty can quan tam en Trang thiet b dung cu e san xuat ra san pham, yeu to nhan s ve kien thc va hieu biet ve quy trnh san xuat va an toan ve sinh thc pham, nguyen vat lieu au vao, kenh phan phoi, v tr, a iem ca hang, hnh thc ca hang, cung cach phuc vu cua nhan vien. Tnh a dang cua san pham va moi lien he cua san pham ang kinh doanh co tnh chat lien ket bo sung khi khach hang quyet nh chon mua nham tang gia tr bill moi lan mua. Mau ma va quy cach ong goi, trong lng banh phai phu hp vi tng loai: banh dung iem tam, banh dung buoi tra hoac buoi toi. Cac san pham phai the hien c thanh phan dinh dng va s kch thch nhu cau s dung, tnh on nh cua san pham, tnh chat phuc vu cua san pham a dang loai khach hang. San pham phai co tnh bien ong theo chu ky cua nen kinh te, theo mua vu va cac bien ong khac ve moi trng. Chat lng cua san pham va gia ca phai co tnh canh tranh cao. 3.4.2 Chien lc marketing gia san pham Mac du tren th trng hien nay, canh tranh bang chien lc gia ngay cang nhng cho cho canh tranh bang chien lc san pham, nhng gia ca van luon

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chiem mot vai tro quan trong. Trong nen kinh te th trng co nhieu canh tranh nh hien nay, gia san pham thng la tieu chuan xac nh li ch kinh te gia ngi mua va ngi ban. Tuy nhien, cac khach hang khi quyet nh at moi quan he va niem tin cho san pham va ca hang nao o trong chuoi he thong thc an nhanh la ho a xac nh cac san pham o phai phu hp vi nhu cau s dung cua ho va gia san pham phu hp vi tui tien cua ho. Trong canh tranh cac oi thu ngang bang vi cong ty ve chat lng san pham, cung cach phuc vu, hnh thc va a the cua ca hang th chac chan chien lc gia se la yeu to quyet nh, ca hang nao co gia san pham re hn chac chan se c chon mua. Trong chien lc nay, cong ty can chu y en nhng iem sau: - oi vi cac ca hang mi khai trng hoac cac san pham mi tham gia th trng thng ap dung chien lc gia kch thch gia tang viec ban hang va so lng tieu thu. Ap dung chien lc nay se giup viec san xuat giam gia thanh do mua nguyen lieu so lng nhieu gia se giam, doanh thu ca hang tang, han che c mc lo cho ca hang mi hay san pham mi, ong thi tao c v the canh tranh cao trong nhn nhan cua ngi tieu dung. - oi vi cac san pham ang on nh ve gia va mau ma can toi a hoa ve tiet giam chi ph e gia tang li nhuan. Viec nay co the thong qua cac giai phap sau: + Thiet lap va to chc lai quy trnh san xuat hp ly hn, giam bt cac cong nhan tha trong cac cong oan san xuat. + Chon la nguyen lieu va nha cung cap co gia thanh thap nhat. + au t trang thiet b san xuat va trang thiet b tai ca hang phai can nhac tren tnh hp ly va lau dai, tranh gia tang chi ph ot bien khi phat sinh cac h hong hay lac hau cong nghe. oi vi muc nay cong ty can at len hang au v viec au t trang thiet b tai ca hang la rat lang ph va cha the quan ly

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kiem soat tot c. Viec gia tang cac chi ph phat sinh nh viec bao tr, sa cha va thay the la thng xuyen xay ra, do viec chon mua va au t cha c can nhac ky. + a ra cac nh mc ve ngan sach cho tng loai chi ph cho cac hoat ong san xuat kinh doanh t o se lam giam va kiem soat c chi ph. + Ra soat lai nhan s tng ca hang e quy hoach lai bo may to chc gon nhe nhng hieu qua cao. - oi vi cac san pham cao cap ma ca hang co kinh doanh nen nh mc ban gia cao do san pham oc quyen, ma chat lng va mau ma khong thua kem cac san pham cung loai. - oi vi cac san pham thng c khach hang mua nhieu, oi khi phai ap dung chien lc gia theo phng phap pha gia e thu hut khach hang en ca hang, theo o co the ban cac san pham li nhuan nhieu hn (san pham co gia moi). 3.4.3 Chien lc marketing trong phan phoi He thong ca hang ang kinh doanh chnh la kenh phan phoi trc tiep cho ngi tieu dung cuoi cung, do vay viec tiep can san pham en tay ngi tieu dung phai quan tam en cac chien lc sau: Chien lc tiep can thong tin cua khach hang va thong tin ve san pham. Phai xay dng c he thong cap nhat va x ly cac so lieu ve lng khach hang en ca hang mua san pham tai tng ca hang ve: + Thi gian mua (cao iem phuc vu nhieu nhat cho khach hang) + oi tng khach hang mua nhieu nhat (nam, n, o tuoi) + Tan suat mua cua khach hang bao nhieu lan trong tuan. + Gia tr mua hang trung bnh moi bill. + San pham nao c chon la nhieu nhat.

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+ Thong tin ve khach hang nh ngay thang nam sinh, a ch lien lac hoac cac s thch khac neu co, ve tnh trang gia nh va ca nhan e co the co cac dch vu hau mai cho phu hp nham gay c an tng tot cho khach ve ca hang. Xay dng c kenh ban hang qua ien thoai hoac internet e khach hang co the tien li hn khi mua san pham, co the nha biet c cac san pham mi cua ca hang thong qua nh ky ca hang cho gi cac t ri quang cao ve ca hang, san pham, gia ca cung nh ve cac chng trnh quang cao en vi khach. To chc sap xep lai oi ngu nhan vien giao hang co quy cu hn, am bao chat lng hang hoa khi giao en tay khach hang, cung nh am bao thi gian cung ng cho khach, at biet trong cac mua vu nh Noel, cac ngay le ln Hoan thien cung cach phuc vu cua nhan vien ban hang ve giao tiep va hieu biet san pham e t van them cho khach, giup khach de quyet nh chon la san pham. Quy hoach lai hnh thc ca hang ve trang tr ben ngoai va ben trong nham tao s thu hut t ca hang oi vi ngi tieu dung qua cach trng bay san pham e a dang hoa kenh phan phoi. Xay dng cac iem ban hang qua cac quan ca phe Trung Nguyen e a cac san pham banh ti va ban cung vi nc uong, bang cach trang b cho cac ca hang nay mot tu nho e bay ban san pham va hng dan ho cach bao quan hay at hang khi co nhu cau. Khai thac cac hp ong cung cap san pham cho cac trng mau giao dung lam iem tam cho cac chau be hoac banh an kem trong thc n an tra.

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Khai thac cac cong ty du lch va cac cong ty dch vu van chuyen hanh khach e hp ong cung cap san pham hai chieu, hoac khi lam chng trnh khuyen mai hai ben cung hp tac phan chi ph. 3.4.4 Chien lc chieu th quang cao

Chien lc nay se giup cac hoat ong kinh doanh tai ca hang se gan gui va i sau vao tiem thc cua khach hang khi co nhu cau. oi vi loai hnh kinh doanh thc an nhanh do cac san pham va quy mo ve so lng khong nhieu, viec ap dung chien lc quang cao tren truyen hnh la han che. Do vay, cac phng tien co the quang cao cho thng hieu cac ca hang kinh doanh thc an nhanh nen ap dung nh sau: Quang cao xay dng thng hieu cho ca hang va san pham mi thong qua: Bao ch, tap ch thc pham. ai truyen thanh. Bai viet, phong s, phim t lieu, t gii thieu. Pano, ap phch, t ri, bang ron ap dung trong pham vi va dien tch ca hang. Gi th va cac vat pham quang cao, phieu tang banh, giam gia. Tham gia hoi ch. Thiet lap mot t quang cao ac trng cho cac ca hang va san pham e tiep th tai cac c quan x nghiep va dan c khu vc xung quanh ca hang. Quang cao cho san pham Thiet ke bao b san pham ep va mau sac sinh ong phu hp tng loai san pham can ong goi. Nghien cu cac mau banh mi sang trong va la mat cho cac mat hang banh bg, banh khai v

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Ket hp vi cac cong ty khac cung a san pham vao cac dch vu u ai cho khach hang.

Kch thch tieu thu

Xay dng cac tieu chuan e ra mau the VIP danh cho khach hang than thiet, cac tieu chuan va quyen li cua the se toi a hoa quyen li cua khach hang, co nh vay mi co the khuyen khch ho tch luy iem e duy tr the va gia tang doanh thu mua san pham e hng cac u ai theo quy nh trong the. Hnh thc trien khai cho the gom cac bc sau: Xay dng cac tieu chuan u ai theo tng loai the giay, the nha bac va vang Thong ke ten, a ch, va so khach hang thng en ca hang mua san pham e phat the giay. moi the se co quy nh mot mc doanh so e tch luy iem va oi the, the giay au tien se gom hai mat, mat trc ghi ho ten khach hang va trang tr hnh ca hang, mat sau co cac o e moi lan khach hang mua hang se c quan ly ca hang xac nhan e tch luy iem. Khi u iem hoac at mc doanh so quy nh khach hang c oi the bac hoac vang. Tat ca khach hang co the eu c hng cac u ai cho viec mua sam tai ca hang va cac an pham quang cao cung cap thong tin ve san pham va cac chng trnh hoat ong cua chuoi ca hang Lotteria Viet Nam. To chc cac chng trnh khuyen mai boc tham trung thng. Trong chien lc nay, can lu y la gia tr giai thng phai cao e thu hut cac khach hang tre tuoi tham gia. Tham gia cac hoat ong t thien, tang qua cho cac c s khuyet tat, mo coi e xay dng thng hieu cho cong ty.

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Tang phieu giam gia cho khach hang trong cac ngay le hoi e gia tang doanh thu. Bo tr cac san pham mua them tai cac v tr gan quay thau ngan e trong khi ch i tnh tien ho co the mua them. Bo tr bang hieu ca hang va anh sang rc r hn e thu hut s chu y cua khach khi i qua. Thiet ke mui v banh that thn ngon, lan toa ra ben ngoai nhieu hn e kch thch khu giac khach hang. Ngoai ra, can quan tam nhieu en cung cach phuc vu va kha nang tiep on khach hang. 3.5. Chien lc canh tranh

Do mo hnh chuoi ca hang kinh doanh thc an nhanh ang c cac nha au t trong nc va nc ngoai quan tam. Thi gian gan ay, oi thu canh tranh ngay cang nhieu, tnh canh tranh tren th trng nay ngay cang gay gat. oi thu canh trang chnh cua cong ty Lotteria Viet Nam hien tai la KFC va trong tng lai oi thu canh tranh co the la Mc Donalds hoac Burger King. Da vao s phan tch iem manh, iem yeu cua oi thu canh tranh chng II, chung toi xin nh hng chien lc canh tranh nh sau: 3.5.1 V tr, a iem m ca hang V tr va a iem m ca hang quyet nh 70% hieu qua kinh doanh cua ca hang. Thong qua v the canh tranh nay, neu tot se lam giam rat nhieu chi ph trong viec quang cao chieu th cho ca hang. chien lc nay, oi thu canh tranh manh la KFC, ho a i trc Lotteria Viet Nam v a m c nhieu ca hang, trong o a co ca hang tnh. e tao li the canh tranh, cong ty can xac nh v the canh tranh ve v tr cua cac ca hang khi quyet nh au t:

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V tr m ca hang phai v tr mat tien vi dien tch ln co chieu ngang t 7m tr len, chieu dai tren 15 m, pha trc ca hang phai co le ng rong e gi xe cho khach.

V tr c chon phai nam tren con ng ln, khu vc trung tam cac quan huyen noi thanh va cac thanh pho thuoc tnh ln d kien phat trien.

Con ng chon m ca hang phai la con ng ln tren 10m vi hai lan xe lu thong ngc chieu, lng ngi qua lai ong va toc o xe chay khong vt qua 30km/h.

Ca hang d nh chon phai nam cac khu vc ong dan c, gan ch, trng hoc, buon ban sam uat, trung tam thng mai, co nh vay mi thu hut c nhieu ngi mua sam, giam bt chi ph cho quang cao, em lai nguon doanh thu cao cho ca hang.

a iem chon thue ca hang khong b tranh chap, khong b chnh quyen a phng cam kinh doanh va hp ong ky ket phai c thi gian 5 nam tr len. oi vi mat bang ep, doanh thu cao, cong ty can thng lng mua luon hoac ky hp ong dai han t 10 nam e tranh trng hp ngi cho thue nang gia hoac gay kho khan cho viec kinh doanh cua ca hang.

C ly m ca hang khong c qua gan nhau trong ban knh 2km. Khi chon a iem thue ca hang can nghien cu trc ve gia thue, tnh hnh kinh doanh, mat o dan c, thu nhap cua ngi dan khu vc, nganh nghe lao ong chnh, nhu cau tieu dung va tam ly mua sam. 3.5.2 Mau ma va chat lng cua san pham

Trong chien lc mau ma va chat lng, hien nay cong ty a tng bc quan tam nhieu hn, to chc lai co bai ban hn trc, nhng con han che mot so mat do cac bo phan tham gia cha chuyen sau vao san pham. Cong ty can hoan thien dan cac san pham chu lc nh b g tom, ga ran. Kiem tra tot qui trnh san xuat

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va bao quan trong ca hang. Thng xuyen cho ra i nhng san pham co mau ma mi ma oi thu canh tranh cha co. am bao cac san pham a vao kinh doanh co chat lng va mau ma hoan thien nhat so vi oi thu canh tranh. 3.5.3 Gia ca Gia ca cua KFC co mot so san pham thap hn Lotteria Viet Nam ve cac loai thc uong, cac phan an com bo. KFC s dung chien lc nay v san pham thc uong va phan combo ban rat nhieu. Do vay, cong ty can trien khai cho bo phan thu mua ra soat gia tren th trng theo tng thi iem trong nam e ieu chnh lai cac san pham co gia cao. e giup cho doanh thu cac ca hang ngay mot tang trng tot, can xay dng mot so san pham chu lc nh ga ran, b g, khai v co gia thap hn oi thu, rieng cac san pham mi oi thu khong co th nh gia cao hn e bu lai. 3.5.4 Ve cung cach phuc vu a so cac ca hang KFC rat chu trong en chat lng phuc vu, do vay viec bo tr nhan s tai cac quay at hang, thu ngan la rat nhieu, khach khong phai ch va viec chon la banh cung rat nhanh. chien lc nay ca hang Lotteria Viet Nam con rat yeu do nhan vien cha c ao tao bai ban, ap lc cong viec cao nhng che o lng va quyen li khong c u ai oi vi cac nhan vien a gan bo lau dai. Cong ty can xay dng lai cac tieu chuan anh gia cong viec cho tng nhan vien trong cac khau trong toan bo he thong nham hoan thien c tac phong va cung cach lam viec cua nhan vien, lam cho khach hang hai long khi en mua san pham tai cac ca hang, tang them uy tn cho cong ty va lay c khach hang t tay oi thu canh tranh. 3.5.5 Hnh thc ca hang Hnh thc ca hang cua cac oi thu rat c quan tam ve bang hieu, he thong en chieu sang, ban ghe, trang tr noi that ben trong Trc ay, chuoi ca hang

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Lotteria Viet Nam chien lc nay dan au, thi gian sau nay khong c quan tam nen xuong cap rat nhieu. Mac khac, cac ca hang mi xay dng xong nhng do quan ly ca hang va nhan vien khong y thc c viec lam ep cho ca hang, a phan nao lam xau i ca hang. Cong ty can chan chnh sa cha va qui hoach lai cac bang hieu, he thong en chieu sang cua cac ca hang. Viec trang tr tai ca hang phai am bao mot so yeu cau sau: Ca hang phai co phong cach rieng e khach hang co the cam nhan c ngay khi bc qua ngng ca. Thng xuyen thay oi phong cach trng bay that la mat cac o ca trong ca hang nham thu hut s quan tam cua khach hang. Bang hieu phai ro va de nh, phai sap xep c cac v tr quang cao u tien cho cac san pham chu lc va san pham at trng cho mua vu e giup khach hang de dang khi tm mua cac san pham. Am thanh phai bo tr loa co cong suat va phai, phai chon nhng bai nhac ac trng cho loai hnh kinh doanh cua cong ty e khach hang quen dan, khi nghe nhac o khach hang lien tng ngay en ca hang cua cong ty. Mau sac chung cho ca hang phai la mau sang nham lam cho ca hang sinh ong va tiet kiem ien ban ngay. Anh sang phai u va o sang tot e lam noi bat ca hang. Sn quet tng phai la loai sn tot, khong b bong troc khi dan cac vat pham quang cao va khi ban co the chui c. Ben ngoai ca hang phai thiet ke c ni treo bang ron khi co chng trnh, bang ron khong c che khuat bang hieu. Ben trong phai thiet ke cac ni treo vat pham quang cao hoac ap phch. Trong thi gian au, cong ty co the tham khao cac mo hnh kinh doanh thc an nhanh cua Lotteria Han Quoc e thong nhat thiet ke. Cho thi cong

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th mot ca hang sau o anh gia tnh hp ly va my thuat neu c th cho ap dung cac ca hang con lai. 3.5.6 Dch vu giao hang chien lc nay Lotteria Viet Nam co li the hn do co oi ngu nhan vien giao hang nhng iem yeu la do lng va cac khoan phu cap cha hp ly nen cac nhan vien nay con l la trong cong viec, cau gi khi i giao banh. oi vi chien lc nay, cac oi thu canh tranh cung lam c nhng khong chuyen nghiep. So ra chien lc nay Lotteria Viet Nam co u the nhng can chan chnh to chc lai, huan luyen t tng cho cac nhan vien to nay nang cao y thc hn ve trach nhiem trong cong viec, xay dng cac bieu mau kiem soat thi gian i giao banh va thi gian ve lai cung nh cac phan hoi t khach hang. 3.5.7 Chien lc canh tranh thng hieu Hien nay, ve thng hieu chuoi ca hang Lotteria Viet Nam thua oi oi thu canh tranh FKC ve chat lng san pham ga ran. Chnh cac san pham nay a giup KFC co v the ang ke tren th trng va m rong pham v hoat ong kha manh. Vi tnh hnh canh tranh hien nay, he thong Lotteria Viet Nam can ap dung tot cac chien lc phong thu va tan cong e am bao v the canh tranh cua chuoi ca hang ang co va d kien phat trien mi. a. Chien lc phong thu Phong thu mang sn

Do hien nay trong hoat ong cac ca hang ang yeu cac phan nh: nhan s, tnh ky thuat, cac che o u ai, phuc li cho nhan vien, chat lng san pham, gia ca, cung cach phuc vu Do vay, cong ty can quan tam hang au khi co ke hoach tai cau truc cho he thong ca hang Lotteria Viet Nam e tranh trng hp

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oi thu canh tranh chieu du nhan vien va keo khach hang nh vao cung cach phuc vu va chat lng san pham. Phong thu bang cach phan cong

oi vi cac ca hang b oi thu canh tranh KFC theo sat nh: ca hang Rex, ca hang Maxi Cong Hoa, Maxi Ba Thang Hai can tan cong trc dien qua cac van e sau: Hoan thien lai hnh thc ca hang cho ep hn, bat mat khach hang hn ve mau sac, cach trng bay. Chan chnh cung cach phuc vu va giao tiep, triet e loai bo nhng nhan vien qua yeu hoac khong co tinh than lam viec, kem ve giao tiep. Mau ma va chat lng banh ban tai cac ca hang nay phai ep va hoan thien. Co cac chnh sach u ai ve gia cho cac khach hang than thiet. ong thi thu hut dan khach cua oi thu canh tranh bang dch vu giao banh mien ph, hoac dch vu gia tang khac ngoai viec mua san pham nh: gi thiep ngay sinh nhat, gi cac the hoac cac u ai en tan tay khach hang. Thng xuyen lam cac chng trnh quang cao, khuyen mai vi tan suat day hn cho cac ca hang nay e tao li the canh tranh cao hn so vi oi thu. oi vi cac san pham mang tnh thng nhat nh b g, ga ran can xem lai gia va phai e chieu du khach, t o thu li nhuan qua cac san pham khac nh cac phan an combo, o uong va khai v. Phong thu c ong

Phat trien cac kenh ban hang mi e gia tang th phan kinh doanh bu ap chi ph cho cac hoat ong cua ca hang. M them cac ca hang cac v tr ep va

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thuan li. M rong cac dch vu giao hang tan ni, ban hang qua ien thoai va mang nhng khong thu ph dch vu. b. Chien lc tan cong Tan cong trc dien

Cong ty can tap trung nguon lc e tan cong trc dien oi thu canh tranh KFC 3 v tr chien lc chnh: Ca hang Rex Ca hang Maxi Mark Cong Hoa Ca hang Maxi Mark Ba Thang Hai

V cac ca hang nay anh hng ln en doanh thu toan he thong Lotteria Viet Nam. Ngoai ra, v tr rat gan ca hang cua oi thu nen khach hang de b thay oi khi co mot yeu to nao o trong qua trnh phuc vu cua ca hang Lotteria Viet Nam ma khach khong hai long. Vi chien lc nay cong ty can nghien cu cac iem manh cua ca hang oi thu canh tranh ang co nh: chat lng, gia ca, cung cach phuc vu Ca hang Lotteria Viet Nam phai thay oi cac u iem cua oi phng thanh u iem cua mnh e tan cong. Tan cong ng vong

S dung chien lc nay cong ty phai tnh en viec kinh doanh thng hieu nham a dang iem ban hang nhieu ni. a dang hoa san pham ve mau ma va chung loai, thiet ke bao b va tui ng thc an that an tng. Quang ba san pham nhieu en khach hang qua cac trng hoc, khu vui chi giai tr. Tan cong kieu du kch

Thng xuyen thc hien cac chng trnh khuyen mai quang cao trong cac giai oan khong phai mua vu e gay mat on nh tinh than cua oi phng, lam cho oi phng khong biet phai oi pho nh the nao, khong kp thi xoay s, t

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lam mat dan v the canh tranh cua ho, keo c khach hang ve ca hang Lotteria Viet Nam do khach hang thng co tam ly a chuong cac tien ch kem theo khi mua sam. Tan dung tat ca cac the manh cua cong ty ve nhan s, thng hieu, von, trnh o ky thuat e cho ra cac san pham dch vu hn trong cac thi gian mua vu e co lap oi phng. 3.5.8 Chien lc dch vu Khach hang hien nay c cac nha kinh doanh anh gia rat quan trong va quyet nh s thanh bai cua ke hoach kinh doanh cua doanh nghiep. Vi thu nhap ngi dan va mc song hien nay ang tang dan, trong y thc cua khach hang can s t the hien va t trong (theo thuyet Maslow) ho oi hoi khi bo ong tien ra phai nhan c san pham va dch vu hoan hao nhat, tien ch nhat. Cac yeu to nay a lam cho ho de thay oi hanh vi mua hang va se khong trung thanh mai vi san pham hoac ca hang ban san pham. Do vay, trong chien lc dch vu can quan tam va hoan thien cac van e sau: ao tao lai nhan vien ban hang ve kien thc san pham, ky nang giao tiep va ban hang mang tnh chuyen nghiep hn, qua cac hoat ong cu the sau: + Khi khach hang vao ca hang, ti ci va chao on khach, gii thieu cho khach hang cac san pham ang can mua ve dinh dng va khau v. + Khi khach i mua sam co dat theo tre em, can co qua tang bong bong hoac co phan u ai gia danh cho san pham tre em. + Khi khach mua hang co nhieu o mang theo, nhan vien phai giup khach em o ra xe. + Bao ve thay khach en phai biet ti ci chao on, dat xe cho khach, khi khach hang ra phai hoi khach i hng nao, dan xe ra cho khach theo hng khach i va phai biet noi li cam n.

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+ Cac nhan vien trong gi lam viec phai mac ong phuc a trang b, khong c tu tap, ua gin hoac noi chuyen. + Khi khach hang can giup phai vui ve va niem n on tiep, tra li lch s khi khach hoi. + Ca hang luon c sach se, thoang mat, luon m may lanh ben trong ca hang. Khai thac cac tien ch khac khi khach hang mua san pham nh lien ket vi cac n v khac co nhng chnh sach u ai oi vi khach hang mua san pham cua cong ty. Cac n v co the tang tnh tien ch cho san pham la cac n v bao hiem, khu vui chi giai tr, cac cong ty ban hang tieu dung, hoac mua banh u doanh so c tang cac loai tap ch mien ph. Tom lai chien lc dch vu cang a dang, cang co tien li va tien ch nhieu trong viec mua san pham th khach hang cang hng ve cac ca hang Lotteria Viet Nam hn. ong thi han che toi a viec lam mat long va e khach hang khieu nai. e ap dung c ieu nay, he thong ca hang can xay dng va to chc lai toan bo cac khau trong ca hang, chi tiet hoa cu the tng ch tieu thi ua va tieu chuan e anh gia kiem soat. Phai xay dng lai c y thc ky luat va t giac trong cong viec cua cac nhan vien trong toan he thong. Nhan s au vao phai c chon loc tot, khong v ne ngi quen gi ma nhan cac nhan s khong u kha nang. Phai ao tao cho cac nhan vien ban hang ve ky nang nam c tam ly cua khach hang khi en mua san pham qua giao tiep e phuc vu tot hn cho moi oi tng ngi ln tuoi, nam, n ngi kho tnh hay de tnh. 3.6. Hoan thien cong tac quan tr nguon nhan lc

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Trong canh tranh, cong ty nao co nguon nhan s gioi va co trach nhiem th cong ty o se gap kho khan hn khi ieu kien kinh doanh khong thuan li. Mat khac, chnh cac thanh vien nay se lam ra gia tr gia tang cho loai hnh kinh doanh cua cong ty va thu lai nhieu li nhuan. Trong chien lc nay can quan tam cac yeu to sau: Chien lc ong tam hiep lc: oi hoi t cap cao nhat en nhan vien thap nhat phai quan triet mot t tng va mot muc ch chung t viec gan bo va tinh than trach nhiem trong cong viec; phai co s thong nhat ve to chc quan ly, phan cap, phan quyen ro rang khong b chong cheo lan nhau. Cac trien khai cong viec va bao cao khong c vt cap. Chon c cac nhan s chu chot co u nang lc va trach nhiem trong cong viec ac biet khi lam vi he thong ca hang thc an nhanh th ieu quan trong nhat la phai co tam. Tam ay noi ve ao c cua ngi lanh ao, v neu khong se pha hong het cac nhan s cua cac khau va ca hang khac, ong thi noi bo se b xao tron. Phai co s tin tng can bo, cong nhan vien khi giao viec. Khi giao viec cho nhan vien, phai e ho chu ong trong cong viec, khong nen can thiep vao qua sau, lam mat tac dung v tr cua nhan vien. Tnh ky luat la hang au v chuoi ca hang khong nam tap trung tai mot iem, do vay khong co ky luat se khong the ieu hanh tot c va cac ca hang se khong hoat ong thong nhat c. Can ao tao lai cac nhan vien t v tr quan ly ca hang v ay la yeu to nhan s quyet nh s thanh bai cho ca hang ve moi mat. Xay dng va tieu chuan hoa c cac ch tieu o lng ve giao viec va tieu chuan e anh gia ho khi thc hien cong viec.

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Xay dng c cac che o phuc li, lng, khen thng hp ly se giup viec kiem soat va ieu hanh de hn.

Chien lc nhan s phai mang tnh phu hp va ket hp c cac bo phan khac e tao thanh mot khoi ong nhat khong b oi choi lan nhau.

Ban Tong Giam oc phai phai hnh thanh c muc tieu tot va phai hieu c kha nang cua tng nhan vien trong toan he thong e cho ho co c hoi thang tien, ong thi phai tao ra va cung co c moi trng lam viec hien nay ang mat oan ket.

nh ky to chc cho cac nhan vien quan ly i tham quan cac mo hnh quan ly ca hang t cac ni khac co hieu qua tot e ho co y thc hn trong cong viec va thay c s quan tam cua cap tren [8]. Ket luan chng3

T nhng ly thuyet chng 1, thc trang chng 2, chng 3 a vach ra quan iem nh hng phat trien, s menh, cac muc tieu nh tnh, nh lng quan trong trong chien lc marketing cua cong ty Lotteria Viet Nam. T nhng muc tieu nay, chng 3 a xay dng cac chien lc marketing cua cong ty Lotteria Viet Nam. Cac chien lc nay bao gom: chien lc san pham, chien lc marketing hon hp, chien lc canh tranh, chien lc canh tranh thng hieu, chien lc dch vu. Cac chien lc nay da vao ma tran SWOT va da vao cac phan tch iem manh iem yeu cung nh thi c va nguy c cua cong ty Lotteria Viet Nam. e thc hien tot cac chien lc noi tren, giai phap hoan thien cong tac quan tr nguon nhan lc cong ty Lotteria Viet Nam a c e xuat.

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KET LUAN & KIEN NGH Luan an a he thong hoa cac ly thuyet va cac quan iem ve chien lc marketing ac thu cho cong ty Lotteria Viet Nam. Luan an a phan tch va anh gia thc trang ve th trng thc an nhanh, hoat ong san xuat kinh doanh, hoat ong marketing cua cong ty Lotteria Viet Nam va cac oi thu canh tranh chu yeu cua cong ty. Van e nh lng cac ma tran hnh anh canh tranh, ma tran cac yeu to ben trong cung nh cac yeu to ben ngoai cua cong ty Lotteria Viet Nam a c nghien cu. T ma tran nay co the xac nh c thi c, nguy c, iem manh iem yeu lam c s hoach nh ma tran SWOT, a ra muc tieu nh tnh va muc tieu nh lng, t o xay dng cac chien lc marketing cua cong ty Lotteria Viet Nam. o la chien lc san pham, chien lc marketing hon hp, chien lc canh tranh va giai phap hoan hien cong tac quan tr nguon nhan s. e ho tr cho cac chien lc neu trong Luan an c thc thi hieu qua, theo chung toi trong thi gian ti cong ty can co nhng s thay oi sau: Cong ty can xem lai ve chat lng san pham va mau ma san pham v hien nay san pham rat n ieu. Cac ca hang phai c sa cha thiet ke bang hieu sao cho trang trong va ep e e thu hut lng khach hang ang mat dan. Cong ty nen xay dng lai cac che o lng thng hp ly, can ap dung cac tieu chuan anh gia khen thng va cham iem thi ua ve moi mat hoat ong tac cac ca hang e da vao o tao thanh thoi quen cho nhan vien. Cong ty nen xem xet lai lng cua mot so khau chu chot e co the am bao c oi ngu nay luon gan bo va lam tot cong viec c giao. Can hoach nh lai so nhan s u e hoat ong cho mot ca hang tranh trng hp b tha hay b thieu.

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Bo phan ke toan can tang cng hn ve viec giam sat kiem soat gia cac ca hang va tong kho e khong che c cac that thoat va chenh lech.

Bo phan nhan s can giam sat ve cac hoat ong tai cac ca hang va gi lam viec, so nhan vien ngh phep va ieu ong ngi i cac v tr khac tai cac ca hang.

Do cac nhan vien cap di thng gioi ve nghiep vu,yeu ve nh hng tam nhn chien lc nen rat can s ho tr thng xuyen cua Ban Tong Giam oc e hoc co the i theo hng a vach ra thc hien tot neu khong ho se t chu ong c.

Mac khac, do mieng banh cua th trng bnh quan cho moi doanh nghiep ngay cang be dan, viec xay dng ke hoach chien lc cho chuoi he thong ca hang la rat quan trong, gop phan cho viec nh hng va phat trien cua cong ty. Trong qua trnh san xuat kinh doanh buoc cac cap Quan ly va ban Tong Giam oc phai thng xuyen xem xet tnh phu hp, tnh thch nghi cua cac chien lc t o a ra nhng chnh sach tng thch vi nhng bien ong cua moi trng./.

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TAI LIEU THAM KHAO

Tieng Viet 1. Alries Jacktrout (2004), Chien Tranh Tiep Th, Nha xuat ban van hoa thong tin. 2. Cong ty san xuat, kinh doanh thc an nhanh Lotteria (2001-2002-2003), Bao cao tai chnh, Cong ty kiem toan tai chnh t van Sai gon. 3. Cong ty san xuat, kinh doanh thc an nhanh Lotteria (2003), Bao cao hoat ong san xuat kinh doanh, Phong hanh chanh va Phong kinh doanh. 4. Cong ty san xuat, kinh doanh thc an nhanh Lotteria (2004), Ke hoach phat trien nam 2004 5. Don Taylor Jeanne Smalling Archer (2004), e Canh Tranh Vi Nhng Ngi Khong Lo, Nha xuat ban thong ke. 6. Fred R.David (2003), Khai Luan Ve Quan Tr Chien Lc (Concepts of Strategic Management), Nha xuat ban Thong ke, Tp. Ho Ch Minh. 7. L.Anh (2004), Con ngi an g trong thi hoi nhap toan cau, theo Newsweek 8. Michael E. Porter (1996), Chien Lc Canh Tranh, Nha xuat ban khoa hoc va ky thuat, Ha Noi 9. Philip Kotler (1997), Marketing Can Ban, Nha xuat ban thong ke Ha Noi. 10. Philip Kotler (1994), Nhng Nguyen Ly Tiep Th, Nha xuat ban Tp. Ho Ch Minh. 11. Philip Kotler (2003), Nhng Phng Thc Sang Tao, Chien Thang va Khong Che Th Trng, Nha xuat ban Tp. Ho Ch Minh. 12. Philip Kotler (1997), Quan Tr Marketing, Nha xuat ban thong ke Ha Noi.

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13. Quang An (2004), Nep song cong nghiep: Nao, cung nhanh len!, bao Ngi lao ong. 14. Robert S. Pindyck, Daniel Rubinfeld (1994), Kinh Te Hoc Vi Mo, Nha xuat ban Khoa hoc va ky thuat, Ha Noi. 15. Tong cuc Thong ke Viet Nam nam 2002 -2003 Tieng Anh 16. Encyclopedia, Fast food,

http://www.encyclopedia.thefreedictionary.com/ 17. Encyclopedia, Fast-foodrestaurant, http://www.encyclopedia.thefreedictionary.com/ 18. Encyclopedia, Mc Donalds corporation, http://www.encyclopedia.thefreedictionary.com/ 19. Encyclopedia, Burger King, http://www.encyclopedia.thefreedictionary.com/ 20. Encyclopedia, KFC ,http://www.encyclopedia.thefreedictionary.com/ 21. Minnesota Attorney General, Fast food facts, http://www.olen.com/food/book.html

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