NH HNG PHT TRIN CHUI CA HNG PH 2000 TI TPHCM

Nhm thc hin: Thnh Danh Phm Th Thanh Hng Nguyn Hu Ngha Trn Th Ngc Trm H c Nht Trnh I. L DO CHN TI Nu bn tng i mt vng quanh cc khu trung tm n ung vo gi ngh tra hay lc tan ca bui chiu hn bn s thy khu vc n nhanh lc no cng tp np khch hng t tr nh cho ti thanh nin v c nhng nhn vin vn phng. Trong thi i kinh t th trng ngy nay, cng vic bn rn, nhp sng hi h cng vi nhng khong thi gian gii lao t i khin nhiu ngi tm n vi thc n nhanh (fast food) nh mt gii php tit kim thi gian m vn m bo y dinh dng. n nay, trn th gii, dch v thc n nhanh pht trin thnh mt ngnh cng nghip mnh em li doanh thu ln. Bc sang th k XXI, s hp tc kinh t, giao lu vn ha gia cc nc trn th gii l mt trong nhng nhn t gp phn a dch v thc n nhanh vo Vit Nam v tm c ch ng trn th trng. Ti Vit Nam ni chung v i vi thnh ph H Ch Minh ni ring, thc n nhanh (fast-food) l mt ngnh dch v mi, nhng thng hiu thc n nhanh made in Vit Nam (Bnh m ta, Bnh m gc ph, Ph vung,...) gn y mi xut hin trn th trng. Trong , Ph 2000 l chui ca hng phc v vi tiu ch mang n cho bn ba n ngon, gn, sch m vn m bo sc, hng, v ca mn n Vit Nam. Tuy nhin, trn th trng dch v thc n nhanh th chui ca hng Ph 2000 vn cha pht trin rng khp v cha tm c mt v tr chim lnh th trng. Vy gii php no gip cc chui ca hng Ph 2000 c th pht trin v ci thin v th ca mnh trn th trng? tr li K084040621 K084030385 K084040538 K084010084 K084040718

Gio vin hng dn: TS.Phm nh Nghim

cho cu hi , nhm chng ti quyt nh nghin cu ti: Chui ca hng Ph 2000 ti thnh ph H Ch Minh. II. MC CH NGHIN CU - nh gi mc tiu dng thc n ti chui ca hng Ph 2000 ca ngi dn trn a bn thnh ph H Ch Minh. - a ra gii php pht trin chui ca hng Ph 2000 ti thnh ph H Ch Minh. - L ngun ti liu tham kho cho doanh nghip Ph 2000 ni ring v cc doanh nghip Vit Nam trong lnh vc kinh doanh ca hng Ph ni chung. III. IV. I TNG V PHM VI

i tng nghin cu: chui ca hng Ph 2000. Gii hn khng gian: kho st khch hng ti cc ca hng thc n nhanh PHNG PHP NGHIN CU

Ph 2000 v ngi dn khu vc ln cn qun 1.

Phng php nghin cu: Phng php lch s, phng php phn tch, phng php tng hp Phng php thu thp v x l d liu

- X l d liu iu tra bng phn mm SPSS. - Thu thp kin, thng k, tng hp, phn tch. - Ngun thng tin: ngun d liu s cp v th cp. V. TNG QUAN TNH HNH NGHIN CU n nay Vit Nam cha c cng trnh no tin hnh nghin cu v vn ny. Tuy nhin, trn cc t bo online hay bo thng nht ch mang tnh cht gii thiu, qung b thng hiu Ph 2000. Cc bi bo cng phn no gii thiu Ph 2000, nu ln nhng kh khn trong ngnh dch v thc n nhanh ca Vit Nam. Tuy nhin hu ht cc bi cha a ra c nhng gii php, kin ngh nhm gip Ph 2000 pht trin chui ca hng v chim lnh th

trng dch v thc n nhanh Vit Nam. Do vy, vi ti nghin cu ny, chng ti mun ng gp ting ni v nhng gii php nhm pht trin v ci thin v th ca chui ca hng Ph 2000 trn th trng.

Chng 1: C S L LUN 1.1. Dch v 1.1.1. Khi nim 1.1.2. c im ca dch v Tnh v hnh Tnh khng ng nht Tnh bt kh phn Tnh khng lu tr c 1.1.3. Phn loi dch v 1.2. Marketing dch v 1.2.1. Khi nim Maketing Marketing dch v 1.2.2. Vai tr ca marketing dch v 1.2.3. Qu trnh ca mt chng trnh Marketing dch v 1.2.4. Mareting - mix trong dch v a. Sn phm (Product) Nn tng ca mi cng cuc kinh doanh l sn phm hay mt ci g c ch em n cho ngi mua. Cng ty lun lm cho sn phm ca mnh c c s khc bit, vt tri, tt hn nhng sn phm cnh tranh th trng mc tiu a chung n hn v thm ch cn chu tr gi cao hn mua n. b. Gi c (Price)

Yu t gi c lin quan n doanh thu thu c t vic bn hng (cho thu, cho vay, hay hot ng u t) ca doanh nghip. Ta c ng thc: Doanh thu Chi ph = Li nhun c. Phn phi (Place) Sau khi sn xut ra sn phm th giai on a sn phm ti th trng mc tiu l nhim v ca knh phn phi. Cng ty c th bn hng trc tip hay thng qua knh bn hng trung gian. Cc hnh thc phn phi nh bn hng trc tip, phn phi qua knh trung gian, mua hng ti nh d. Promotion (Xc tin) Vi cc cng c truyn thng, cng ty mang thng ip ti khch hng mc tiu. Cc hnh thc qung b nh: qung co, khuyn mi, quan h cng chng, lc lng bn hng, marketing trc tip 1.3. Hnh vi ngi tiu dng
M hnh hnh vi ngi tiu dng 4 c tnh ca ngi mua Qu trnh quyt nh thng qua quyt nh mua. Cc yu t nh hng n hnh vi ngi tiu dng

M hnh cc yu t nh hng n hnh vi ngi tiu dng

NGI MUA

Vn ho - Nn vn ho - Nhnh vn ho - Tng lp x hi

X hi - Nhm tham kho - Gia nh - Vai tr v a v

C nhn - Tui v ng i, ngh nghip, - Ngh nghip - Li sng - Nhn cch v t thc

Tm l - ng c - Nhn thc - Hiu bit - Nim tin v thi

Chng 2: KHO ST THC TRNG CHUI CA HNG PH 2000 2.1. Tng quan v th trng ph ti TP H Ch Minh 2.2. Tng quan v chui ca hng ph 2000 Ngy 29 thng 10 nm 1999 qun ph u tin ra mt ng V Th Su. ng Hunh Trung Tn Gim c Cng ty - chn tn Ph 2000 cho n nm 2000 sp n v cng l mong uc a ph Vit Nam vt qua khun kh kinh doanh theo kiu gia nh vi tiu ch mang n cho bn ba n ngon, gn, sch m vn m bo sc, hng, v ca mn n Vit Nam. Hin nay cng ty ang hot ng di hnh thc nh hng n ung, phc v cc mn n chnh nh: ph, bn, cm, cho, ch gi v nhng mn trng ming, nc gii kht Biu 2.1 Tng doanh thu ti Vit Nam ca Ph 2000 (n v: t ng)
6000 5000 4000 3000 2000 1000 0 2004 2005 2006 2007 2008 Tng doanh thu 4041,7 4894,1 5213,6 5188,7 5063,2

Tng doanh thu ti Vit Nam ca ca hng Ph 2000

2.4. Cc yu t nh hng n sn xut kinh doanh 2.4.1. i th cnh tranh Da trn s liu iu tra, t l khch hng bit n ph 24 l cao nht 84%, tip l Ph 5 Sao 54,9%, Ph Ha 63,4%, Ph Hng 47,56%, Ph L 57,9%. 2.4.2. Khch hng mc tiu S a dng quc tch Bn cnh khch hng ngi Vit Nam th t l khch nc ngoi n ca hng l 26,83% gm c ngi M, Anh, Trung Quc, Hn Quc, i Loan, Singapo

 tui v ngh nghip Nhm khch hng c tui t 25 40 l nhm khch hng mc tiu ca ca hng thuc cc nhm ngh nghip khc nhau: nhn vin vn phng chim 36% (cao nht), cng nhn vin chc, cc ngh nh kinh doanh, hc sinh sinh vin, v cc ngh. Thu nhp trung bnh thng ca khch hng Mc thng xuyn n qun ph 2000 M hnh hi quy gia thu nhp v s ln n n ti qun ph 2000 2.4.3. Cc yu t Marketing-mix a. Sn phm Thc n Hng v b. Gi c c. Phn phi V tr ca hng Dch v giao hng Mi lin h gia ngh nghip vi mc a thch dch v giao hng d. Xc tin Kho st s hiu bit ca ngi dn v ca hng Ph 2000 Hnh thc bit n ca hng Mi lin h gia tui v vic la chn hnh thc khuyn mi e. Cc yu t khc Cung cch phc v ca nhn vin Lin h gia vic nh gi cung cch phc v ca nhn vin v mc thng xuyn n ca hng ph 2000 ca khch hng nh gi ca khch hng v v sinh ca hng, thi gian ch mn n, gi xe, khng gian ca hng

 L do khch n ca hng Ph 2000

Chng 3: NH HNG PHT TRIN CHUI CA HNG PH 2000 3.1. M hnh phn tch SWOT O (C hi) O1 - Th trng dch v ti Vit Nam pht trin nhanh. O2 - Lng khch du lch tng. O3 - Dn s thnh ph ngy cng tng, cu trc dn s tr. O4 - Mc sng, nhu cu ca ngi dn tng cao. O5 - Hi nhp O6 - Th trng dch v cn nhiu tim nng. T (Thch thc) T1 - Khng hong, suy thoi ton cu, lm pht T2 - Cc bnh dch T3 - Cnh tranh gay gt ca cc i th T4 - Tiu chun v sinh an ton thc phm T5 - Chi ph thu mt bng T6 Yu cu ngy cng cao ca dch v n ung.

Ma trn SWOT

S (Mt mnh) S1 - Uy tn, kinh nghim lu nm.

Phi hp S-O:

Phi hp S-T:

S2,S4-O4: m rng i S6-T1,T2: m rng lin tng khch hng, nhng kt vi cc nh cung cp vn ch trng khch hng u vo. S2 - Hnh nh ca hng mc tiu ra. c nh v. S1-T3: to s khc bit S2,S4-O1,O4: m rng sn phm, thay i thc S3 - Mn n truyn thng, knh phn phi n linh hot. c iu chnh ph hp. S2-O4: y mnh dch S3,S4-T4: chin lc S4 - V tr thun li v giao hng tn ni thch ng, b sung sn

S5 - Ca hng tng n tip tng thng M Bill Clinton. S6 Ni cung cp nguyn liu u vo m bo cht lng.

S2-O2,O6: y mnh dch v hu mi, tri n khch hng.

phm ph hp vi khch hng nc ngoi.

W (Mt yu) W1 - giao tip ngoi ng ca nhn vin cn hn ch. W2 - Khng gian ca hng hp, trang tr n iu. W3 - qung b thng hiu cha t hiu qu cao. W4 - Website cha cp nht thng tin. W5 - Cha c s linh hot trong thay i thc n. W6 - Ngun vn hn hp

Phi hp W/O: W3,W4 O6: tng cng qung co, lm phong ph thm trang web thng tin. W5 O4: pht trin thm cc hnh thc khuyn mi. W1-O2,O5: chin lc sng lc, o to nhn s.

Phi hp W/T: T3-W3,W4,W5: xc tin qung co, khuyn mi, thay i thc n linh hot W6-T5: hnh thnh v m rng mng li lin kt cc ca hng dch v n ung khc hoc cc siu th, trung tm mua sm ln W2-T6: thit k li khng gian

3.2. xut gii php 3.2.1. Khch hng mc tiu: M rng i tng khch hng, tm kim phn khc mi trong th trng dch v Ph, c th l nhng i tng khch hng c thu nhp trung bnh.

3.2.2. Cc yu t marketing mix a. Sn phm: Thay i thc n vo cc dp s kin hay ngy l quan trng p ng nhu cu khch hng. b. Phn phi Ph 2000 cn m rng thm mt s chi nhnh ra cc qun khc chng hn nhng qun ng dn c, thu nhp kh nh qun 5, qun Bnh Tn, qun 2, Lin kt vi ca hng dch v n ung khc, hoc mi gi u t, c th thu ht nhng ngi trong h hng cng tham gia m thm chi nhnh. Tng cng hnh thc dch v giao hng tn ni i vi nhm khch hng l nhn vin vn phng. c. Xc tin Qung co trn Internet: cp nht thng tin v ca hng lin tc, cn c giao din ting Anh (v ting Trung Quc) thun li cho vic giao tip v qung b thng hiu. Qung co trn cc phng tin khc La chn hnh thc qung co hiu qu v tit kim c nhiu chi ph nh trnh by cc bng hiu menu, poster, standcard, brochure, t lt ph ngay ti ca hng. Cn lm phong ph cc hot ng qung co nh qung co trn tivi, bo, i, xe but, internet. Ch tp trung vo cc loi bo m nhm khch hng mc tiu thng c nh Saigon Times, Doanh nhn, Tui tr, Tip th v gia nh, Lao ng v cc bo online nh www.tuoitreonline.com, www.saigontimes.com.vn, Pht trin knh lin thng gia ca hng khch hng: hm th gp M rng mng li cung cp u vo, la chn nhng nh cung cp uy tn, m bo cht lng v k kt hp ng lu di.

 Khuyn mi Nn tp trung p dng hnh thc tng thm nc ung, hoc n M t khuyn mi vo nhng ngy c bit cho c nhn, gia nh, tp th i vi nhng khch hng thn thit, ca hng nn c hnh thc khuyn mi c bit, pht hnh cc th tnh im cho nhng khch hng tng n ca hng Lin kt vi cc mng di ng nh Vietnam Mobile, Viettel, Beeline khch hng yu cu mua hng vi gi cc r hn. Hu mi Tng qu t chn hoc gim gi khi khch hng c n n ti ca hng i vi khch hng mi: t chc s kin mi thu ht s ch ca khch hng. d. Cc yu t khc Nhn vin phc v Ch qun l ca hng Khng gian ca hng Ha tit, trang tr V tr, mt bng ca hng VI. KT LUN Hin nay, trn th gii, ngnh dch v thc n nhanh ang c mt s pht trin nhanh chng. iu ny gp phn a dch v thc n nhanh nhanh chng xm nhp v tm c ch ng trn th trng Vit Nam m im khi u l cc thnh ph ln nh TPHCM. Trong bi cnh , chui ca hng Ph 2000 ra i vi mn n chnh l ph v cng nhng mn khc mang n cho khch hng ba n ngon ming, nhanh chng trong mt khng gian sch s, thong mt m vn m bo y cht dinh dng. Tuy nhin, qua nhiu nm hot ng kinh doanh, chui ca hng vn cha tht s tm c ch ng trn th trng. Trong

khi , cc i th cnh tranh trn th trng ph ni ring v th trng dch v thc n nhanh ni chung ngy cng ln mnh v gia tng sc p. V th, nhm chng ti quyt nh thc hin ti nghin cu ny. ti nghin cu c mt s hn ch. Nghin cu ch mi thc hin qun Ph 2000 v th trng TP HCM, cha tng qut c ht cc mn n truyn thng ca VN. Nghin cu s c tng qut hn nu c lp li cc ca hng khc TP HCM, rng hn l Vit Nam v c th nng dn v th ca cc mn n truyn thng Vit Nam ln cao hn na. Ngoi ra nghin cu ch xem xt tc ng ca cc cng c Marketing mix cha i su vo nhng yu t khc pht trin chui ca hng. V gii hn v thi gian v ngun lc nn nhm ch a ra nhng phn tch nh trn. Da vo kt qu t nghin cu ny c th tin hnh nghin cu su hn, rng hn pht trin chui ca hng vi nhng mn n truyn thng mang m bn sc dn tc v c th ng dng ti vo thc tin.