4.

thm nhp vo th trng quc t, ti thi im by gi Mc Donalds chn

con ng nhng quyn thng mi (hay cn gi l Franchising )
pht trin cng ty.

4.1. Thc trng Franchising ca Mc Donalds

Thnh lp nm 1955 v ch sau 30 nm, McDonalds nhanh chng chim lnh
th trng ni a vi hn 10.000 nh hng tri khp cc bang nc M. McDonalds
thc s tr thnh mt biu tng ca nc M phn thnh.
Nm 1955, Ray Kroc nhn ra rng cha kha thnh cng l nhanh chng m
rng kinh doanh thng qua hnh thc nhng quyn thng hiu. Nh hng u tin ca
McDonalds vt ra ngoi bin gii nc M l nh hng ti Canada (1967), v khng
ngng m rng th trng ti cc lc a khc:

Nm 2006, doanh s bn hng trn ton th gii ca McDonalds l hn 57 t

la, con s ny a McDonalds tr thnh cng ty n nhanh ln nht th gii.
Ngy nay, McDonalds c hn 32,000 ca hng ti 122 quc gia v vng lnh
th (70% s ca hng hot ng theo phng thc nhng quyn thng hiu), phc v
gn 50 triu ngi mi ngy. Quc gia mi nht m tp on ny va thm nhp c l
Bosnia.

4.2. Nghin cu th trng

mng li Franchising a Mc Donald n vi thnh cng. Tuy vy, cng thc
ny khng phi khi no cng pht huy hiu qu v d dng thch ng vi mi trng vn
ho c trng ca cc th trng mi. Khc phc kh khn ny, McDonalds nghin cu
th trng su sc v bi bn gip cng ty tip cn tt hn vi nhu cu v th hiu ca
khch hng trn tng th trng.
Nhc n Mc Donalds, khng th khng nh ti cng ty Franchise Reality do
Ray Kroc thnh lp - mt cng ty trc thuc Mc Donalds. Cng ty Franchise Reality c
vai tr pht trin cng nh nhn rng m hnh nhng quyn kinh doanh, bng vic
nghin cu v tm hiu nhng min t tim nng trn ton th gii, mua li v tm kim
c hi nhng quyn. r hn vn ny, chng ta cng n vi cu chuyn ca
McDonalds khi thm nhp th trng Trung quc:
T khong hn 20 nm trc y, McDonald's quyt nh bn sn phm ca mnh
- khoai ty chin v bnh khoai ty lm t cc c khoai ty trng ngay ti Trung Quc,
vi nim am m theo ui cht lng sn phm ca McDonald, h bt u kim tm
nhng c khoai ty hon ho cho mnh, mc d Trung quc c hng trm loi khoai
ty, nhng vi nhng yu cu kht khe v cht lng khoai ty nh: hng v, mu sc,
kch thc, hnh dng, lng ng, tinh bt v cc thnh phn khc, hay thm ch l c
nhng yu cu v t trng, kh hu th ch c khoai ty Xia Bodi trng ti vng t Inner
Mongolia Xilinhot mi p ng c nhng tiu chun ca McDonalds. Cng vic
nghin cu th trng gip cho tp on McDonalds vt qua nhng kh khn v
nguyn liu u vo khi thm nhp th trng Trung Quc.
Sau y l mt s i mi sng to ca Mc Donalds trong thc n cng nh
cch phc v da trn kt qu ca qu trnh nghin cu th trng:
V d in hnh c th k n l khi Mc Donalds tn cng th trng Chu :
Thay i thc n, iu chnh phong cch phc v, cch bi tr ca hng... l nhng
chiu bi u tin McDonalds p dng nhm chinh phc ngi tiu dng chu . Ti
Nht Bn: Cng chin dch qung co rm r, mn bnh sandwich kp tm gp phn
chm dt tnh trng doanh thu McDonalds st gim trong 1 thi gian kh di Nht Bn

- th trng c bit quan trng ti chu . Thm vo l chin dch gi r bt ng: Ti

bt k ca hng McDonalds no Nht khch hng cng c th tm thy trong thc n
nhng mn n hp dn nh hambuger khoai ty chin, ung, kem... gi ch c 100 yn
(0,8 USD).
Ti cc nc Chu : Thay i thc n, ch bin cc mn n mi l mt trong
nhng cng vic quan trng mang tnh sng cn ca McDonalds nhm thu ht khch
hng: mt s u bp v chuyn gia dinh dng Hng Kng cho th nghim loi bnh
sandwich mi: bnh ht go thay cho bnh m tm vng. Sn phm c o ny ngay lp
tc to mt cn st nho nh khi ln u tin ra mt th trng i Loan, sau lan
nhanh sang Hng Kng, Singapore v Thi Lan.
V cui cng l Chin dch tn cng n : Th trng n hng n tr gi
128 t USD mi nm, thp hn i phn so vi con s 132 t USD Trung Quc nhng
trn thc t li ghi nhn tc tng trng nhanh hn. McDonalds hin m 110 ca
hng 2 thnh ph ln Mumbai v Delhi, d tnh s m thm 25 chi nhnh na trong
nm ti. McCurry Pan - khi tht b l iu cm k th c mt lot cc mn thay th
khc khng km phn hp dn: hambuger tht ln, hambuger tht g, hambuger c. Thm
ch cn c c mn hambuger chay c tn McCurry Pan.
4.3. Cc kha hun luyn cht lng quc t dnh cho cc i tng Frachisee
Mc Donalds c bit ch trng n vic thit k v m cc kha hun luyn t
tiu chun quc t o to cc Franchisee tng lai.Kha hun luyn ca Mc Donalds
c thit k cng phu v c tiu chun quc t, nhng ngi c la chn tr thnh
franchisee tng lai phi tri qua kha hun luyn ny, thng thng ko di t 9-18
thng di s ch dn ca cc chuyn gia hng u ti Mc Donalds v c tri nghim
thc t ngay ti nh hng ca Mc Donalds. Qu trnh hun luyn thng c thc hin
ti mt nh hng ca McDonald c la chn sao cho m bo s thun tin cho
franchisee v c b sung bi mt s cc kha hc c bit ti cc trung tm o to ti
Ireland v Anh. Cc kha hun luyn ch yu tp trung vo cc lnh vc quan trng trong
vic iu hnh mt nh hng McDonald nh:

 Chng trnh Qun l h thng

Chng trnh Qun l nh hng
Chng trnh Qun tr Kinh doanh

Chun b cho nhng quyn v s hu

Sau y l s o to ca kha hun luyn cc Franchisee ti Mc Donalds:

Ba thng u o to cc franchisee s ng vai tr nh mt phn ca i ng nh

hng thc hnh tt c nhng g c hc. Cc franchisee yu cu phi c s tp trung
cao v y chnh l giai on tm hiu v nm bt cc vn c bn nh b quyt nu
n v chun b thc n, phc v khch hng v ch v sinh. Cc hc vin s c hc
l thuyt c bn nh thi gian nu n, nhit nu n v v sinh tiu chun.
Ba thng tip theo s tp trung vo o to qun l c s, trong c chun b
nhn quyn qun l hot ng hng ngy. Giai on cui cng ca o to tp trung vo
cc nhim v qun l cao cp hn nh c phiu, li nhun, qun l ti chnh, kim sot

hng tn kho tuyn dng v thc y nhn vin cng nh vn ha doanh nghip.

4.4. Qun l nh hng nhng quyn ca McDonalds

4.4.1. Tin t cc nh hng ban u:

Mc Donald yu cu nh nhng quyn t cc cho vic kinh doanh mt nh hng

mi nhng quyn l 40% tng chi ph ban u hoc tng ng vi 25% tng chi ph
ca mt nh hng v ang hot ng, phn t cc ny phi l ngun ti chnh sn c.
Tng tin t cc c th thay i tu tng trng hp tuy nhin ti thiu l tng
ng khong 500,000 la M ti chnh sn c. Ngi nhng quyn phi tr ti thiu
25% tr gi ca nh hng ban u. S d n cn li ca nh hng c thanh ton dn
trong vng khng qu 7 nm. Mc Donald thit lp mi quan h vi t chc ti chnh ca
nhiu quc gia khc nhau gip nh nhng quyn c hng li sut cho vay thp
nht.
Chi ph cho vic duy tr nh hng nhng quyn:
Trong sut thi gian kinh doanh nhng quyn, nh kinh doanh cn phi tr cho
Mc Donald nhng khon sau:
-

Chi ph dch v: Chi ph hng thng ph thuc vo kt qu kinh doanh ca ca

hng ( Hin ti chi ph dch v l 4% doanh s hng thng)

Chi ph cho thu: Chi ph cho thu c bn v phn trm cho thu ph thuc vo
phn trm doanh s hng thng.

4.4.2. Qun l cht lng

Yu cu tiu chun cht lng
Tiu chun Mc Donalds ra u tin l dnh cho nhng nh cung ng nguyn
vt liu u vo. Nh ni trn, s thnh cng ca Mc Donald's ph thuc rt nhiu
vo mi quan h gn kt cht ch vi cc nh cung ng nn y l mi quan h cng
sinh tng h qua li bi khi McDonald's lm n thua l, cc i tc cung ng cng s

chu nh hng trc tip v ngc li. cc th trng mi, vic p ng khng d dng
vi cc nh cung ng hin c trn th trng. in hnh nh McDonald's tng buc
phi chm dt hp tc vi 2 nh cung cp bnh ca Anh bi h khng p ng c
nhng yu cu cht lng nh tho thun. m bo cht lng cho mi sn phm
cng nh bo v tn tui ca mnh, McDonald's phi ng ra xy dng ring mt nh
my sn xut bnh ti Anh.
Mt v d khc l ti th trng Nga, chi ph cho mt nh hng y ch l 4,5
triu USD, trong khi , m bo cung ng u vo cho nh hng ny, cng ty phi
chi ti 40 triu USD.
tm kim ngun cung ng cho mnh, khng ch c cng ty Reality Franchise,
Mc Donalds cn thit k ra chng trnh cho cc i tc cung ng c php ng
tuyn tr thnh nh cung ng u vo cho Mc Donalds.
Trn th gii, McDonalds c xem l hnh mu v qun tr cht lng. Cc ca
hng ca McDonalds u ging nhau v thc n (gm hamburger, khoai ty chin, phmt v bnh to) vi cch bi tr v phc v theo cch thc m McDonalds hun luyn
cho nhng franchisee ti trng i hc ca h (i hc McDonalds o to hn 1.000
franchisee v cch t chc h thng ng b) v c 3 ting l c mt ca hng nhng
quyn McDonalds c thnh lp trn th gii, ng b vi ton h thng.
Mc Donald thit lp hng trm tiu chun v cht lng cho cc sn phm ca
ca hng nhn nhng quyn :
- Thc phm: Ngon v tt cho sc kho - tht, khoai ty, tht g, c, trng, bnh m
v cc sn phm sa - cha nhiu dinh dng v c ch bin hng v thm ngon.
- Quy nh tiu chun v mt khu phn n ca Mc Donald
Mc Donald xy dng nn mt Department of Health - Phng nghin cu chm
sc sc kho a ra cho cc nh nhng quyn nhng thc n giu dinh dng v
cn bng cho c nhng ngi n king (bao gm y tri cy, rau qu ti v ng
cc), cha protein, carbohydrate, cc vitamin A, B6, Bl2, C, D v khong cht cho sc
khe tt, t cc tiu chun v sinh an ton thc phm ...

Cc nh nhn nhng quyn phi cung cp cc sn phm da trn thc n ca

Mc Donald v phi m bo nhng tiu chun nghim ngt v thc phm. McDonalds
lun xem trng cht lng sn phm nh l nhn t ct li ca thnh cng, v v vy h
t ra nhng tiu chun kht khe cho nh cung cp phi m bo cht lng cao nht.
Kim tra, nh gi cht lng
A. Kim tra cht lng t pha cc ca hng nhn nhng quyn v nh cung cp
Mc Donalds xy dng quy trnh kim sot yu t cht lng i vi cc sn
phm ca mnh rt cht ch. Vic kim nh cht lng bao gm kim tra cht lng lin
tc, gim st cng on ch bin, phn phi, kim tra t xut hoc theo nh k thit b
sn xut, trung tm phn phi v nh hng. Cng ty thm ch cn kim tra cc nh cung
cp nguyn liu th yu, cc trang tri, nng tri, gim st vic thu hoch trn ng
rung hay kim tra cht lng ht ging trc khi gieo ht.
V pha cc nh hng nhn nhng quyn: Cc sn phm Mc Donalds thng
thng trc khi c em ra bn phi tri qua 19 cuc kim tra v tiu chun cht
lng.
Ngoi ra cc nh hng cn b kim tra theo nh k, kim tra t xut ngu
nhin ...ca quy trnh ch bin v cc tiu chun ca nh hng.
B. Kim tra cht lng t pha khch hng:
McDonald tin hnh kim tra cht lng sn phm, dch v ca mnh thng qua
cc cuc iu tra khch hng lin tc v s dng kt qu lm c s ci tin phng php
sn xut bnh ham-b-g, n gin ha qu trnh sn xut, gim chi ph, tng tc
dch v v mang li gi tr cao hn cho khch hng.