Tm tt

Cng ty dch v n nhanh ca Joe thnh lp nm 1997 Illinois, l mt cng ty kinh doanh nh
chuyn cung cp thc n nhanh cht lng cao bng xe ch hng ca cng ty n hng lot trung
tm vn phng cng ty lm vic vng th. Hot ng kinh doanh ca cng ty di ci tn Joes
Redhots. K hoch ca cng ty cho th ban gim c tn thnh vic vay 1 triu USD t ba ngn
hng m rng chin lc marketing v phn phi hng vo trung tm thng mi Chicago bng
su chic xe ch hng hin c ca cng ty. T sut li nhun u t rng trong 3 nm d tnh s l
243%/ 1 triu USD u t, sau khi hon vn.

c tnh doanh thu ca Joes Redhots nm 2000 ln ti 3 triu USD, li rng l $212.500 (7,1%
doanh thu). Doanh thu d kin s t 12 triu USD, vi li rng l 1.280.100 USD (10,7%), vo cui
nm 2002. Cng ty Joes c su hp ng v c th c thm 24 hp ng na cc to nh vn phng
nhm i l Michigan v mt vi ni khc Chicago cung cp dch n quanh nm. Khu vc
ng c ny em li doanh thu trung bnh hng nm tnh theo mi u xe hng l 300.000 USD
( ngha l bn c 1.000 ln mi tun v mi ln bn trung bnh l $6,00). T mt xe bn hng vo
nm 1995, Cng ty Joes tng doanh thu hng nm l 1,8 triu USD trong ba nm ti vi li rng l
128.900 USD (7,2%),.

Doanh thu d tnh (n v 1,000 USD)

Nm

1999

2000

2001

2002

2003

Doanh thu

$1.800

$3.000

$6.000

$9.000

$12.000

Chi ph hng bn

540

900

1.800

2.700

3.600

Li gp t bn hng

1.260

2.100

4.200

6.300

8.400

Chi ph qun l

860

1.428

2.643

3.844

5.034

Marketing

180

300

600

900

1.200

Li cha tnh thu v li sut ngn 220

hng

372

957

1.555

2.166

Thu v li sut ngn hng

91

159

445

663

886

Li rng

$129

$213

$512

$892

$1,280

Chin lc nh v
Joes Redhots bn xc xch cht lng cao v cc thc n tra ch bin sn nhm phc v cc doanh
nhn ti cc khu th giao thng ng c. Khc vi nhng ngi bn hng n rong trn ng
ph, Joes Redhots oc xem l ni l tng nht n tra nhanh . C c nh vy bi v Joes
Redhots c nhng xe chuyn ch thc n sch s nht, nhng ngi phc v v sinh nht, thc n
nguyn cht, ti nht v gi c hp l nht. Gi thnh mc thp cho thy dch v bn hng ca

cng ty c cht lng cao. Joes Redhots cng ni ting v khiu hi hc v kh nng tip th sn
phm ca cc nhn vin, hng tun h lun em n cho khch hng mt vi iu g c bit
c th tit kim tin v gii tr.
Mi xe ch thc n u mang mt khu hiu Joes RedhotsLm bn hi lng ch vi gi $2.00!
Bn xng ng c thng thc n! Bc thng ip nhm vo nhng khch hng i ng
tim nng mun thng thc mt xc xch vi gi r. cng l mt thng ip mi cho ngi ta
"t bung th" mt cht v phn ln xc xch u c hm lng cht bo cao. Kiu cho hng c
o ny cng nhm chnh vo y bi v khi khch hng thch n xc xch v cm thy h xng ng
c thng thc vi gi r th s thy rng l bc thng ip ny ht sc c ngha vi h. ngha
ca bc thng ip cng ht sc c o: gi r + s thch th. Mt cuc nghin cu nh tnh
khng chnh thc cho thy khch hng mc tiu l cc nhn vin cng s mu thun vi chnh bn
thn h khi mun n mt chic xc xch mm, ngon nhng li c gng theo di cht bo v lng
tht trong ch n ca mnh.
Hn na, xc xch ca Joes Redhots khng c hm lng cht bo cao. Xc xch ca cng ty c cht
lng cao, tt c u nguyn cht, khng c cht bo qun v cc cht ho hc c hi. Nhng nhn
vin bn do trn ng ph ca Joes Redhots u tuyn truyn cho khch hng ca h thy rng
thng thc xc xch va r li va c li cho sc khe. Mc d l li cho hng nhm vo sn
phm xc xch nhng mi xe hng ch n ca Joes cng c rt nhiu mn n khc c li cho sc
kho v gi c li hp l
Chin lc Marketing
Joes Redhots c hnh thnh nhm c c v tr hng u trong lnh vc dch v thc n lu ng
ti nhng trung tm thng mi ln th. Joes nhm vo cc i tng t cc cn b cng s tr
ln, nhng ngi mun n ba sng hay ba tra nhanh, thun tin v linh hot. Mi xe ch n,
chi ph khong 20.000 USD, cung cp cho 200 n 250 ba n mi ngy.
Joes to s khc bit v nh v khc hn so vi cc i th cnh tranh nh cc ca hng n
nhanh hay cc ca hiu bn n sn mang v: l sn phm ca cng ty (cung cp dinh dng
cao, 100 phn trm nguyn cht, khng c cht nhn to, phm mu, cht ph gia hay cht bo qun;
n v khu phn ht sc tin li ), l s quan tm ca cng ty n mi trng sinh thi ( thng
cha hng v giy gi u lm bng cht d phn hu, c th ti ch v ng thi cng ty c mi
quan h cht ch vi cng chng), v dch v ca cng ty (cng ty m bo khch hng c th tr li
hng i vi tt c nhng sn phm bn ra m khng cn gii thch v nhng nhn vin phc v ca
cng ty l nhng ngi c o to tt nht).
Thc phm ca Joes Redhots c gi bng hay cao hn mt cht so vi mc gi ca cc hng cnh
tranh khc m khng th phn bit c liu thc n ca cc hng c nguyn cht hay khng. Cc
hot ng xc tin bn hng bao gm tng hng mu min ph v mt s mt hng c bit hng
ngy cho khch hng, nh gip khch hng hiu rng h ang nhn c nhng sn phm cht
lng cao, dch v nhanh chng, lch s tng xng vi ng tin h b ra.
Joes Redhots thnh cng trong vic k hp ng vi cc cng ty qun l cho thu bt ng sn
thu a im bn hng lu di trong v ngoi tr s chnh ca cc to nh thng mi ng thi hp
tc bn ung v cc n th yu vi cc ca hng trn ng ph. Tt c cc hp ng thu bt
ng sn gip cho c ni an tm cc xe bn hng trong cc to nh.

Nhm khuyn khch s trung thnh ca khch hng vi sn phm ca mnh, cng ty lun pht trin
v tng cng cung cp nhng thc n mi v quay vng cho ph hp theo ma vo mi qu, ng
thi cho khch hng n th v tng nhng phn qu c bit hng ngy. Vic o to nhn vin bao
gm chng trnh tuyn dng "nhng ngi c tnh cch d thn thin", ti thiu l su gi o to
ti cng ty, tham kho kin nhng ngi c kinh nghim v thc tp cng vic.
Qung co v xc tin bn hng
h tr cho n lc m rng th phn, Joes Redhots xem xt vic s dng cc phng tin truyn
thng ph bin nh TV, radio, v bo ch qung co, km theo vic gi cho khch hng nhng
mu sn phm min ph v phiu mua hng ca cng ty. Tuy nhin, qua nhng cuc tho lun khng
chnh thc vi nhng nh cung cp khc cho thy cc i th canh tranh ca cng ty ti khu trung
tm thng mi ang chi rt t hoc khng chi g c cho vic h tr v qung co hot ng kinh
doanh n tra lu ng. Thc t l vic bn xc xch bng xe lu ng thnh cng nht khi phi
chi tiu 5% li rng cho hot ng h tr bn hng v qung co. V k hoch ny s thc y hot
ng bn hng tng ln nhanh chng qua vic tng thm nhiu xe ch n mi cho nn k hoch
ca Joes Redhots l dnh ti thiu 10% li rng trong sut nm u hot ng.
Cn c vo quyt nh , hot ng qung co v h tr bn hng s uc u tin theo tnh hiu
qu thc t, vi chi ph d tnh nh sau:

Qung co

H tr bn hng

TV (500 USD/30 giy qung co/ 1 knh)

Hng n th min ph ($25/day; $0.25/ mu)

i pht thanh ($50-100/60 giy qung co/ 1 Phiu mua hng ($5/day ; $.025 mi phiu)
knh)
Qung co bo ch ($500/ 1 ln)

Th mua hng thng xuyn ($15/ngy)

Qung co trn xe hng ($100)

Thng ung nh (do cc cng ty ung

cung cp)

Qung co trn cc t bm ($100, $0.10 mi

t)
Khi tin hnh nghin cu hot ng qung co v h tr bn hng, th thy rng mi hnh thc a
tin qung co ko theo cc chi ph sn xut pht sinh thm m c tnh t nht bng chi ph tin hnh
mt qung co n l. Hn na t nht phi thc hin 4 hoc 5 ln qung co trn mi knh th mi
c hiu qu. Vi doanh thu d kin trong mt nm ch chi tr cho hot ng qung co trn truyn
hnh v truyn thanh th im ha vn s mc qu cao. V cng s kh khn qung co ti
nhm khch hng mc tiu l cc nhn vin cng s trong phm vi 6 to nh ln trong thnh ph.
Tt c mi chi ph in n v thit k in t cho qung co cng trn 10% phm vi ngn sch.
Da vo phn tch trn, Joes Redhot quyt nh in qung co trn mi xe hng vi mt thng ip r
rng (chi ph 100USD), phn pht 1000 t ri qung co ti cc vn phng trong vng hn 3 thng,
v thc hin chng trnh thng ung nh (khch hng thu lm np lon nhn qu ca nh
cung cp ung a phng). Ngoi ra, cng ty phi n lc c qung co min ph thng
qua cc bo i a phng bng cch gi mu hng min ph cho cc bin tp vin trc ba tra.
Joes Redhots c th phn pht t ri qung co v mu hng ko di trong c nm vi chi ph trong

phm vi 10% gii hn ngn sch. Nu hot ng kinh doanh t hiu qu hn mong i th ngun
thu nhp tng thm s c dng mua thm xe ch hng.
Cc hnh thc h tr bn hng nhm m rng hot ng kinh doanh s gm cc hng dng th min
ph n sng v n tra ng gi sn, cc ngy khuyn mi (v d nh mua hng n km sa lt
min ph). Cc chi ph cho hot ng marketing khc nh phn pht cc phiu mua hng v th mua
hng thng xuyn.
Nhng hot ng ny gip cho Joes Redhots tr thnh cng ty kinh doanh n nhanh duy nht
khu vc Chicagohang khch hang c n th min ph lin tc trong c nm v c thmmt ngy
c n min ph v tha thch . Trc y, chng trnh ny l cch pht trin kinh doanh v gi
c nhng khch hng trung thnh cho d phi bn thc n ngon vi gi phi thp hn so vi cc
ca hiu n nhanh khc trong vng (nh McDonalds, Burger King, Kentucky Fried Chicken, White
Hen Pantry,....).
Tnh hnh th trng v phn phi hng
em so snh vi nhng hiu n v h thng xe bn n lu ng khc, cng ty c mt li th ht
sc c bit. S linh hot v a im bn hng, l ngay trong vn phng hay bn ngoi, tnh hiu
qu ca qui m t chc, chi ph qun l thp hn, cc n c chia thnh khu phn v c gi
sn, khng cn u bp, chi ph hng bn thp, khng cn phi nu nng v cc dng km theo,
loi b nhng nhn vin phi ch i phc v; tt c nhng iu gip cho cng ty tit kim
c mt khon bng khong 50% tng chi ph cho hng ho v dch v d tnh so vi nhng nh
hng thng thng khc c mc gi tng t.
Joes Redhots cng phng nhng i th cnh tranh hin ti v trong tng lai bng chng trnh
chn la v k hp ng thu a im ti cc to nh tr s lm vic ng c Chicago. Joe's cng
l cng ty bn hng n bng xe duy nht c h thng xe lnh bo qun n nhm cung cp n
cho cc xe bn hng di ng khi cn. . Cng ty cng xem xt kh nng tin hnh xy dng kho bo
qun thc n chun b v cung cp n nhm gim chi ph v c thmthc n chn khi c
thm nhiu ni bn hng bng xe mi.
u th ca sn phm
Sn phm ca Joes Redhots c cht lng cao nht so vi bt k cc dch v bn hng di ng hay
hot ng bn hng n nhanh khc Chicago thng qua hng lot cc bi vit trn cc phng tin
thng tin i chng, qua iu tra khch hng, qua iu tra cc i l bn hng n cnh tranh khu
vc ln cn ca chnh cng ty. Sn phm ca cng ty 100% nguyn cht vi khong 30% cc mn n
v khu phn n c hm lng cht bo thp, t hn 4 gram cht bo vi mi thc n. Thng tin v
t l cht dinh dng cng lun c sn trn i vi mi sn phm theo yu cu t pha khch hng.
Joes Redhots lun to ra nhiu thc n khc nhau hng tun, vi ba thc n ht sc c bit vi
mc gi khuyn mi mi ngy. S thay i thc n theo ma nh l thm sp, t, hm v
ung nng trong ma ng v thm salad v cc lnh (nh mn kem Italia) trong nhng thng h.
Joes Redhots chuyn sn xut n sng nguyn cht ng gi sn, bnh sandwich, salad, sp cho
ba tra v nhng n nh. Nc st ma-don-ne vi hm lng cht bo thp, rau hoa qu ti,
tht vi hm lng canxi thp, bnh m bt nguyn cht mi ra l, sp v hm t ch bin v cc
mn ph km theo khc gip cho khch hng c nhiu s la chn mn n cho mnh. Tt c n
u khng c phm mu, cht ph gia,hay cht bo qun; ngun nguyn liu th c o so vi cc

i th cnh tranh. Joes Redhots kt hp bn ung nguyn cht ly t cc ca hng thuc l/ko
trong mi to nh nhm tng doanh thu cho c i bn.
Tt c cc nhn vin bn hng v li xe hng ca Joes Redhot c xem xt o to nng cao (
ng nht l sinh vin chim 30% ) v c o to dch v bn hng t ban u trong thi gian l
6h. i trng mt xe hng ti thiu phi c1 nm kinh nghim v o to ti cng ty.
Nhn s ch cht
Joe Hirasawa, l ch tch v ngi sng lp cng ty tng tt nghip trng i hc Wisconsin v
c mt vi nm kinh nghim v dch v n ung vi vai tr l bp trng v qun l nh hng ti
mt s nh hng ln Chicago. Gia nh ng qun l mt cng ty sn xut n v ch yu bn cho
cc nh phn phi, thng qua cc nh trung gian bn hng. Joe trng thnh vi rt nhiu kinh
nghim trong cc giai on kinh doanh ca gia nh. ng i du lch khp ni trn th gii, hc hi
cc k thut ch bin thc n v lng cht dinh dng cn thit qua thc hnh ti cc hiu n khp
mi ni, thng tho ting v Ty Ban Nha v , l hi vin tch cc ca Ban t vn cng nghip
thc phm cho Hip hi Lin Nh hng ti M. Nm 1995, ng nhn c gii thng Nh doanh
nghip ca nm ca Hip hi cc ch nh hng ti Chicago.
nh gi cng ty v T sut li nhun u t (ROI)
Joes Redhots cam kt tng gi tr c phn bng cch tng doanh thu bn hng v li rng ng thi
xem xt vic kinh doanh, st nhp, lin doanh, v pht hnh c phiu rng ri ra cng chng trong
tng lai. Gi tr ca cng ty d tnh ch t cng khong 7,7 triu USD n 12,8 triu USD ( c th
khong gp 6 n 10 ln li rng) trong vng 5 nm ti.
T sut li nhun u t (ROI) cho cc c ng thng, ng gp ban u vo nm 1992 ( ngha l 1
triu c phiu x $0,50/ 1c phiu= $500.000, hay 20% c phiu chnh thc ca cng ty trn th
trng ti thi im u t ban u trong nm th nht) d tnh s l 300% n 500% vo nm 1999,
da theo con s 6 n 10 ln ca h s P/E \ (v d nh 20% ca $7,7$12,8 triu), v y l mc
nh gi ti thiu ca mt cng ty kinh doanh n ung tng t. Pht h nh c tc l mt cng c
nhm tng ROI ca cc c ng m cng ty c l xem xt vo u nm 1996.

D tnh hot ng kinh doanh trong 5 nm ca Joes Redhots ( n v $1,000s)

Nm

99

00

01

02

03

DOANH THU

$3,000

100

$6,000

100

$9,000

100

$12,000

100

$15,000

100

Chi ph hng bn

900

30

1800

30

2700

30

3600

30

4500

30

LI GP

$2,100

70,0

$4.200

70,0

$6.300

70,0

$8.400

70,0

$10.500

70,0

Qung co/xc tin bn hng

300

10,0

600

10,0

900

10,0

1200

10,0

1500

10,0

Nghin cu& pht trin sp

15

0,5

15

0,3

23

0,3

30

0,3

37

0,3

0,1

0,1

0,1

12

0,1

15

0,1

CHI PH HOAT NG KINH

DOANH

Cc mn n/Cc khon phi 3

tr
Cc vn chuyn

12

0,4

24

0,4

36

0,4

48

0,4

60

0,4

Bo him

30

1,0

39

0,7

45

0,5

60

0,5

75

0,5

Bo hnh

0,1

0,1

0,1

12

0,1

15

0,1

Nguyn vt liu

150

5,0

300

5,0

450

5,0

600

5,0

750

5,0

Cc chi ph khc

60

2,0

78

1,3

85

1,0

90

0,8

105

0,7

Chi ph vn phng

90

3,0

120

2,0

135

1,5

150

1,3

150

1,0

Dch v bn ngoi

30

1,0

60

1,0

90

1,0

120

1,0

150

1,0

K ton/cc dv

30

1,0

45

0,8

67

0,8

72

0,6

75

0,5

Thu mua dng c

45

1,5

90

1,5

135

1,5

180

1,5

225

1,5

Thu mua trang thit b

45

1,5

90

1,5

135

1,5

180

1,5

225

1,5

in thoi

15

0,5

30

0,5

45

0,5

60

0,5

75

0,5

Du lch/Gii tr

15

0,5

30

0,5

45

0,5

60

0,5

75

0,5

Cc dch v cng cng

15

0,5

30

0,5

45

0,5

60

0,5

75

0,5

Hoa hng bn hng

150

5,0

300

5,0

450

5,0

600

5,0

750

5,0

Tin cng, tin lng

600

20,0

1200

20,0

1800

20,0

2400

20,0

3000

20,0

Tng chi ph

$1.608

53,6

$3.063

51,1

$4.504

50,1

$5.934

49,5

$7.357

49,1

EBDIT*

$492

16,4

$1,137

19,0

$1,796

20,0

$2,466

20,6

$3,143

21,0

Khu hao

120

4,0

180

3,0

240

2,7

300

2,5

360

2,4

EBIT**

$372

12,4

$957

16,0

1,556

17,3

$2,166

18,1

$2,783

18,6

Li phi tr ngn hng

45

1,5

67

1,1

90

1,0

113

0,9

135

0,9

Li trc thu

$327

10,9

$890

14,8

$1.466

16,3

$2.053

17,1

$2.648

17,7

Thu thu nhp

114

3,8

378

6,3

573

6,4

773

6,4

975

6,5

Li rng (l)

$213

7,1

$512

8,5

$893

9,9

$1.280

10,7

$1.673

11,1

lphp l

*Li trc khu hao, tr li ngn hng v thu

**Li trc tr li ngn hng v thu

Bng cn i k ton 6/30/99

Ti sn

Cc khon n

Ti sn lu ng

Cc khon n ngn hn

Tin mt

$5.000

Cc khon phi tr

$11.650

Khon phi thu

chng t n ngn hn

Hng tn kho

10.400

chng t n di hn

7.450

Chi ph tr trc

3.600

thu a im bn hng

1.200

u t tm thi

thu kinh doanh phi tr

2500

Tng ti sn lu ng hin c

$19.000

thu lao ng phi tr

2150

Tng lng

4.400

Tng khon n hin ti

$29.350

Ti sn di hn
Bt ng sn

$185.000

Phng tin i li

38.000

Xe bn hng bng my t ng

120.000

Cc khon vay mua xe bn hng t $32.000

ng

Cc dng c chun b n

24.350

Cc khon vay mua phng tin kho 26.750

di ng

Cc dng c d tr n

13.500

Th chp

144.700

g v cc dng c khc

7.400

Tng n di hn

$203.450

(tr khu hao)

(32.875)

Tng n

$232.800

Tng ti sn di hn

$355.375

Vn c ng

$141.575

$374.375

Tng n v vn c ng

$374.375

Tng ti sn

N di hn