1

Li m u
Hn 20 nm m ca, x hi Vit nam c rt nhiu thay i. Nhiu tp tc, thi
quen mi ca phng Ty c du nhp vo Vit nam. H ni l th ca Vit nam,
l d nhin khng nm trong ngoi l. My nm gn y, gii truyn thng, c bit l
trn mng internet thng nhc n mt t ngoi nhp: fast food. Ngi th thy t
ho v mt s cng ty fast food tn tui n Vit nam, ngi th phn i fast
food v mt tri ca n, ngi li lo ngi n s thay i ca vn ha m thc ca
ngi Vit nam khi fast food xm nhp vo i sng ca h, ko theo n l hng lot
cc nh hng truyn thng b ph sn. Ring ti th thy y l mt c hi rt ln i
vi m thc Vit nam. N khng ch mang li nhng mn n phng Ty mi l m
cn m ra mt hng pht trin mi cho nn m thc nc nh.
Chnh v vy m khi chn ni thc tp, ti xin c thc tp Phng Kinh t
i ngoi, thuc Cng ty TNHH Nh nc mt thnh vin Thc phm H Ni, ni c
mt ca hng n nhanh tn l QFoods. Ca hng ny c c im l n cn rt mi, rt
tr. N ch mi khai trng cch y mt nm ( cui nm 2006). Mt im hp dn
khc ca ca hng l n hu nh cha thc hin mt chng trnh marketing no v
ban lnh o ca n kh ci m v nng ng. tht l mt a im l tng ti
c th xut, thc hin nhng tng ca mnh. xc nh li mt s d on v
to c s cho nhng kin ngh ca mnh vi ca hng QFoods, ti chn ti:
Nghin cu hnh vi ngi tiu dng n nhanh pht trin chui ca hng
QFoods ti H ni cho chuyn thc tp.
Mc tiu ca ti khi thc hin ti ny l phi tm ra mt hng i ti u cho
QFoods, da trn c s kt qu nghin cu thu c, v ra s lc chin lc
marketing pht trin QFoods thnh chui ca hng n nhanh H ni.

Ni dung ton b bi vit ca ti gm c 3 phn chnh:

Chng 1: Hot ng kinh doanh ca Phng Kinh t i ngoi thuc
Cng ty TNHH NN mt thnh vin Thc phm H ni.
Chng 2: Kt qu nghin cu hnh vi ngi tiu dng
Chng 3: Xy dng chin lc marketing pht trin chui ca hng
QFoods da trn kt qu nghin cu
Ti xin cm n s hng dn tn tnh ca thy Nguyn Ngc Quang, ging vin
Khoa Marketing-Trng i hc Kinh t Quc dn H ni v ton th cn b, cng
nhn vin cng ty TNHH NN mt thnh vin Thc phm H ni v c bit l cc anh
ch phng Kinh t i ngoi gip ti hon thnh chuyn ny.

Chng 1.

HOT NG KINH DOANH CA PHNG KINH T I NGOI

THUC CNG TY TNHH NN MT THNH VIN
THC PHM H NI
1.1. Gii thiu chung v cng ty v phng Kinh t i ngoi
1.1.1. Tng quan v cng ty
Cng ty Thc Phm H Ni l mt doanh nghip Nh nc trc thuc S Thng
mi H Ni, l mt trong nhng n v c thnh lp u tin ca ngnh thng
nghip Th t nm 1957. Thc hin ng li i mi ca ng, Ngh nh ca
Chnh ph v i mi v sp xp li doanh nghip Nh Nc, Cng ty Thc Phm H
Ni c phn hng l Doanh nghip Nh Nc hng II v c thnh lp li theo
quyt nh s 490/Q-UB ngy 26/01/1993 ca U ban nhn dn Thnh ph H Ni.
n ngy 23/8/2004 Cng ty Thc phm H Ni chuyn i t DNNN theo quyt
nh s 134/2004/Q- UB ngy 23/8/2004 ca UBND TP H Ni thnh Cng ty
TNHH Nh nc mt thnh vin Thc phm H Ni.
Hin nay Cng ty Thc Phm H Ni c mng li kinh doanh gm:
03 X nghip ch bin, bo qun thc phm
03 Trung tm Thng Mi
03 Khch sn
02 Siu th
12 ca hng tng hp v mng li tiu th bn hng ti trn 40 a im
th H Ni.

Ngoi ra Cng ty Thc Phm H Ni c quan h hp tc xut khu vi cc doanh

nghip ti Nht Bn, Hn Quc, Malaysia, an Mch....
Tri qua 47 nm xy dng v trng thnh, Cng ty Thc Phm H Ni nhiu
nm lin tc hon thnh xut sc nhim v c giao, nhiu nm nhn c c lun
lu ca thnh ph H Ni, nhiu bng khen hun chng do Nh nc trao tng:
-

01 Hun chng chin cng.

02 Hun chng Lao ng Hng II.

05 Hun chng Lao ng Hng III.

03 Huy chng Vng cho sn phm mi.

Nm 2000, sn phm ca Cng ty t sn xut c trao Huy chng

vng Hi ch m Thc Quc T t chc ti H Ni.

-

Nm 2001, sn phm ca Cng ty c trao tng Cp sen Vng ti Hi

ch Xut nhp khu.

Nm 2004, cng ty chuyn i t DNNN thnh cng ty TNHH Nh nc mt thnh
vin Thc phm H Ni.
Cng ty mong mun c thit lp v pht trin hp tc kinh doanh lu di v thn
thin vi cc i tc theo tinh thn v mc tiu:
Thnh cng ca bn hng cng l thnh cng ca chng ti
Lnh vc kinh doanh ca cng ty:
Kinh doanh thc phm nng sn ti v ch bin, thc phm cng ngh, thy hi
sn ti v ch bin, mui cc loi v gia v
Sn xut, kinh doanh cc loi hng ha cng ngh phm, thc phm
T chc sn xut, gia cng ch bin, lm i l cc sn phm hng ha ca doanh
nghip c php kinh doanh.

Mua bn ru bia, thuc l (khng bao gm kinh doanh qun bar)

Kinh doanh khch sn v cc dch v khch sn; kinh doanh cc dch v vn ha v
vui chi gii tr ( khng bao gm kinh doanh qun bar, phng ht karaoke, v trng
v cc loi hnh nh nc cm)
Cho cc t chc trong v ngoi nc v c nhn thu nh
Kinh doanh bt ng sn, cho thu kho bo qun hng ha ( khng bao gm hot
ng t vn v gi t)
Kinh doanh ha cht ( tr ha cht nh nc cm); nguyn liu phc v sn xut,
ch bin; my mc, thit b dy chuyn phc v git m gia sc, gia cm;
Kinh doanh trang thit b ni, ngoi tht cng trnh, gia dng;
Kinh doanh xut nhp khu: nguyn liu, vt t (khng bao gm thuc bo v thc
vt, thuc th y), my mc, thit b, ph tng phc v cho sn xut v kinh doanh
Xut nhp khu hng thc phm, th cng m ngh, nng hi sn v hng tiu dng
m nh nc cho php
C cu t chc ca Cng ty.
C cu b my qun l ca Cng ty c t chc theo m hnh trc tuyn chc
nng. y l m hnh qun l ph bin hin nay v rt ph hp vi tnh hnh
sn xut kinh doanh hin ti ca Cng ty.
Cc x nghip sn xut v cc n v kinh doanh thng mi chu s qun l
trc tip ca Ban gim c. Gip vic cho Ban gim c l cc phng ban
chc nng nh: phng hnh chnh t chc, phng ti chnh k ton, phng k
hoch kinh doanh, phng kinh t i ngoi

S 1.1. C cu t chc ca cng ty

TNG GIM C CNG

TY

PH TNG GIM
C PH TRCH
TI CHNH

Phng
k
ton
ti

Phng t
Phng t
chc
chc
hnh
hnh
chnh
chnh

PH TNG GIM
C PH TRCH
K THUT

PH TNG GIM
C PH TRCH
U T

P. K
P. K
hoch
hoch
kinh
kinh
doanh
doanh

P.
Kinh
t i
ngoi

Phng
Phng
u t
u t
tng
tng
hp
hp

Phng
Phng
th
th
trng
trng

P. KCS
P. KCS

Cc n v sn xut, kinh doanh,

TTTM cc Lin doanh v Vn phng
i din

Chc nng, nhim v c bn ca cc b phn qun l.

Tng gim c: l ngi ng u Cng ty, do Nh nc b nhim; chu trch
nhim trc c quan cp trn; l ngi i din cho Cng ty trc php lut v
cc hot ng sn xut kinh doanh; c quyn iu hnh hot ng sn xut ca
ton Cng ty.
Ph tng gim c ph trch ti chnh: tr gip Tng gim c v mt k ton
ti chnh, u t, hp tc kinh doanh; qun l phng K ton ti chnh,

phng t chc hnh chnh, phng k hoch kinh doanh, phng Kinh t i
ngoi, cc n v kinh doanh, cc lin doanh v vn phng i din.
Ph tng gim c ph trch u t: tr gip Tng gim c v mt u t
tng hp.
Ph tng gim c ph trch k thut: tr gip Tng gim c v mt k thut;
qun l phng KCS (qun l cht lng sn phm) v cc n v sn xut.
Cc phng ban chc nng: c t chc theo yu cu qun l sn xut, kinh
doanh ca cng ty; ng u l cc trng phng v ph phng chu s lnh
o trc tip ca ban gim c; c vai tr tr gip Tng gim c ch o hot
ng sn xut kinh doanh thng sut.
Phng T chc hnh chnh: t chc, qun l nhn s; lp k hoch tin lng,
tin thng; gii quyt cc ch chnh sch cho ngi lao ng; o to,
tuyn dng, khen thng, k lut v cng tc.
Phng K ton ti chnh: gii quyt ton b cc vn hch ton ti chnh, tin
t; lp k hoch ti chnh v quyt ton hng nm.
Phng K hoch kinh doanh: tng hp k hoch sn xut, kinh doanh; theo di
thc hin mua bn, tiu th hng ha.
Phng Kinh t i ngoi: xut, nhp khu cc mt hng cng ty sn xut v
kinh doanh.
Phng u t tng hp: nghin cu v a ra cc d n kh thi c k hoch
u t v cc lnh vc: xy dng, trang thit b..
Phng Th trng: tham mu, gip vic Tng Gim c nh hng thc hin
cc mc tiu chin lc ngn hn, di hn v u t pht trin sn xut kinh
doanh, dch v; nghin cu, iu tra, kho st nhu cu th trng tham mu,
xut phng n tiu th hng ha cng ty sn xut kinh doanh; xy dng,

qung b thng hiu cng ty; thc hin h tr cc n v a ra cc chnh

sch v 4P nhm t c mc tiu ra; xy dng k hoch, chng trnh o
to bi dng chuyn mn nghip v nh k cho nhn vin ca phng.
Phng KCS: kim tra cht lng hng ha, vt t u vo, u ra. Th nghim
nhanh nh gi cht lng sn phm. Nghin cu, pht trin sn phm mi
ph hp nhu cu sn xut kinh doanh ca Cng ty cng nh th hiu ngi tiu
dng.
Nng lc ca cng ty
Cng ty c h thng c s vt cht- cc ca hng c a im p, tri rng trn a
bn H ni, tuy nhin th cc v tr ny hu ht l cho thu, chng t doanh nghip
khng tn dng ht ngun lc ca mnh. Bn cnh , c s h tng ca mt s n v
cn ngho nn, lc hu, cha c s u t sa cha, trang b li mt s thit b; bin
hiu ca hng ca cng ty cha c, cn treo bin ca cc hng khc do cng ty ti tr.
Cng ty cng c h thng i l, bn l rng, vi mi quan h lu di, bn cht.
Ngun vn, l DNNN, Cng ty thc phm H ni c s tr gip ca Nh nc
v c u th hn hn cc cng ty t nhn v vic vay vn t ngn hng.
V ngun nhn lc, Cng ty ang tr ha nhn vin ca mnh. i ng ny ngy
cng ng o v chim t l ln trong c cu lao ng ca cng ty. H chnh l nhng
ngi to ra sc sng mi cho cng ty.
Bng 1.1: Trnh hc vn ca lao ng trong cng ty:

Bng trn cho bit s lng lao ng c trnh tng ln cho thy cng ty c s
ch trng n vic tip nhn v o to lao ng, nng cao trnh . iu ny gip
cng ty c c i ng k tha nng lc cng nh cho thy t trng lao ng ph
thng gim xung, tng bc hin i ha cng ty.
1.1.2. Khi qut v phng Kinh t i ngoi
Phng kinh t i ngoi c thnh lp t 7 nm trc, chuyn trch v mng
xut nhp khu.
Chc nng, nhim v ca Phng kinh t i ngoi l xut nhp khu cc mt
hng phc v cho hot ng sn xut ca cng ty. Ngoi ra, Phng cn c mt chc
nng khc l hot ng nh mt cng ty con trc thuc s qun l ca cng ty Thc
phm H ni. Vi vai tr nh vy th Phng hin s hu 4 a im thc hin cng
vic kinh doanh. l: 46, 52, 61 Lng Ngc Quyn v 153 Ging V.
Lnh vc kinh doanh ca Phng gm c:
Kinh doanh cc mt hng thc phm: bnh ko, ru, bia, thc phm ng
hp, thc phm kh, thc phm ti sng, ung, nc hoa qu c
c
Lm i l cho cc cng ty khc nh l lm i l cp mt cho Cng ty
du thc vt Ci Ln, i l cho cng ty ch Kim Anh.
Lm trung gian thng mi, thc hin vic xut nhp khu cc mt hng
t liu sn xut nh dy ng, inox, my bm gia dng, ng nc theo yu
cu ca khch hng.

10

C cu t chc ca Phng:
S 1.2. C cu t chc ca Phng:

TRNG PHNG

B PHN K
TON

B PHN BN
HNG

B PHN KINH
DOANH

Chc nng, nhim v c bn ca cc b phn:

Trng phng: l ngi ng u Phng, do cng ty b nhim, chu trch
nhim trc c quan cp trn; l ngi qun l, iu hnh hot ng ca Phng.
Trng phng cng l ngi thit lp cc mi lm n ln ca Phng, quyt nh
pht trin sn phm mi, loi b nhng sn phm khng mang li li nhun hay
c mc sinh li thp.
B phn k ton: gii quyt ton b cc vn hch ton ti chnh v thc
hin quyt ton hng nm.
B phn bn hng: ph trch vic bn hng 2 a im: 61 Lng Ngc
Quyn v 153 Ging V. Ngoi ra, b phn ny cn chuyn trch vic vn
chuyn hng, giao hng cho khch.
B phn kinh doanh: tm kim, thit lp knh phn phi cho sn phm ca
Phng; thc hin cc hot ng marketing, xy dng thng hiu cho Phng;
thc hin k kt cc n hng; theo di, kim sot vic tiu th cc sn phm
ca Phng, ra cc phng n, nu kin ngh vi Trng phng.
C s vt cht k thut ca Phng: Phng c 4 a im, trong cho thu 2
a im (46 Lng Ngc Quyn cho khch sn ng thu v 52 Lng Ngc

11

Quyn cho Sinh caf thu), nh vy l ch cn 2 a im kinh doanh l 61 Lng

Ngc Quyn va kinh doanh hng tp ha, va l tr s ca Phng - v 153 Ging
V kinh doanh ca hng n QFoods. H tng ca ca hng tp ha c v n vn l
mt ngi nh c t thi bao cp, nhiu ch nay b trc sn, nhng Phng khng quan
tm lm ti vic trang tr ni ny v cho rng n khng thc s cn thit do ng gp
ca ca hng tp phm vo doanh thu ca Phng khng nhiu. Din tch ca ca hng
QFoods sau khi tr i din tch bp v cng trnh ph th cn kh nh (42 m 2), ch
c ti a 13 bn n, trng by cha c g ng k. V trang thit b: vn phng
c trang b 4 my tnh, trong 2 ci c mn hnh tinh th lng; ca hng QFoods
c iu ha, dn lnh bo qun sa, nc hoa qu, c t tr tht ng lnh.
Phng cng trang b nhng dng c t ng gi mt s sn phm nh i g M,
mc nh khng chn
Do ngun lc hn ch, Phng khng lp kho hng ring m i thu c th tit kim
chi ph.
V ngun nhn lc: i ng nhn vin ca Phng kh tr (2/3 di 30 tui) nng
ng v tham vng. V ch lng, thng, lm vic th Phng tun theo qui nh
ca cng ty.
Kt qu kinh doanh ca Phng: hng nm t trng doanh thu ca Phng chim
mt phn ln trong tng doanh thu ca cng ty. S liu nm 2006 th ti khng th xin
c (v b mt kinh doanh), cn cc nm trc, Phng hch ton chung vi cng ty.
Nm 2006 l nm u Phng thc hin hch ton ring v c li: 20 triu. Con s
ny tuy nh, nhng xt trong hon cnh a s cc n v nh nc sau khi tch ri khi
s tr gip ca Nh nc v phi tin hnh hch ton c lp b thua l th y l
mt kt qu kh kh quan.

12

1.1.3. iu kin kinh doanh c bn

1.1.3.1 Mi trng kinh t v m
Mi trng kinh t
T l tng trng kinh t ca nc ta vo khong 8%/nm, thuc loi cao trong
khu vc v trn th gii, trong th s ng gp ca ngnh dch v ng th hai, sau
cng nghip v xy dng. T l tng trng kinh t cao dn ti thu nhp ca ngi dn
tng ln, th trng ca cng ty cng c m rng. T l tng trng kinh t cao cng
ha hn t l tng trng ca Phng s cao.
C cu kinh t tip tc chuyn dch theo hng c li cho hot ng kinh doanh
ca Phng: tng t trng khu vc cng nghip, xy dng v dch v, gim t trng khu
vc nng lm nghip v thu sn. T trng khu vc cng nghip v xy dng t
40,97% nm 2005 ln 41,52%; khu vc dch v tng t 38,01% ln 38,08%; khu vc
nng, lm nghip v thu sn gim t 21,02% xung cn 20,40% (s liu 2006).
Tng mc bn l hng ho v doanh thu dch v nm 2006 c tnh t 580,7
nghn t ng (tnh theo gi thc t) tng 20,9% so vi nm 2005 v tng trn 13%, nu
loi tr yu t gi, y l mc tng tng i cao so vi mc tng trng, chng t sc
mua tng v tiu dng ca dn c tng ln.
Vit nam gia nhp WTO l mt thch thc vi Phng. Th trng tiu dng Vit
Nam vi hn 83 triu dn, dn s tr chim t l cao c gii u t th gii nhn
nh l ming bnh ri m cho cc tp on a quc gia, trong c nhng tp
on kinh doanh thc phm. Trong nhng nm ti, nu cng ty khng c thay i g
ln v nh hng hot ng ca Phng, hay Phng cng khng t i mi bn thn,
nng cao hn na hiu qu hot ng ca mnh th e l kh c th cnh tranh c vi
nhng i gia ny.
Mi trng nhn khu
Quy m dn s c nc nm 2006 c tnh 84,11 triu ngi, tc tng trng
trung bnh khong 1,4%/nm, ha hn th trng ca Phng s khng ngng tng.

13

Thu nhp ngi dn cng tng ln ko theo mc sng ca h cng tng ln ng

k v ngn sch dnh cho tiu dng cng ln hn. Vit Nam c nh gi l mt
trong nhng nc c t l chi tiu trn GDP ln nht trong khu vc, chim ti trn 70%
m trong , chi tiu cho i sng chim t l kh cao; ng bng sng Hng, trong
c H ni, ngi dn chi cho i sng hn 80% tng chi tiu ca h, trong chi
cho n ung chim hn 50% tng chi. y l mt du hiu ng mng i vi cc n
v kinh doanh trong lnh vc ny, m Phng l mt trong s .
Thu nhp tng cng dn ti nhu cu con ngi tng cao, th trng b phn khc,
ngi tiu dng snh iu hn. y l mt thch thc vi Phng v nu khng lm cho
sn phm hp dn hn, ph hp vi nhu cu ca khch hng hn th s rt d mt
th trng vo tay i th cnh tranh.
Theo kt qu nghin cu ca AC Nielsen, Vit Nam cn l th trng s khai ca
fastfood khi mi c khong 8% ngi tiu dng dng thc n nhanh t 1-3 ln/thng.
Con s ny qu t so vi cc nc ln cn nh Thi Lan, Malaysia, Trung Quc, n
c hn 70% ngi tiu dng n thc n nhanh t nht 1 ln/thng. V s lng
khong 90% ngi tiu dng Vit Nam cha quen vi thc n nhanh s l c hi
cc nh kinh doanh khai thc. Hin ti c kh nhiu cc qun cm vn phng, pizza,
m , bnh ngt ni ln nhng khng my ting tm. Do c hi cho QFoods pht
trin thnh mt thng hiu n nhanh ca Vit nam snh ngang vi cc thng hiu
ni ting nh KFC, Loterria ang m rng nh cha tng c.
Mi trng chnh tr, php lut
Mi trng chnh tr n nh. T trc n nay, Vit nam vn c th gii
nh gi rt cao v kha cnh ny. y l mt iu m bo cho cc doanh nghip
trong nc trong c cng ty Thc phm H ni, v c bit Phng kinh t i ngoi
an tm pht trin.

14

V h thng lut php hin nay th khng c my kh khn t nhng qui nh,
rng buc ca cc b lut hin hnh vi hot ng ca Phng trong lnh vc kinh
doanh thc phm, m tri li, cc qui nh ny cn gp phn m bo cho Phng lm
n thun li hn. ng thi vi vic Vit nam chnh thc gia nhp WTO, Chnh Ph
ban hnh cc b lut vi nh hng su rng hn, c li hn cho hot ng kinh
doanh ca doanh nghip, bo v danh ting cho doanh nghip trong nc cng nh
quyn li ca ngi tiu dng. V d nh p ng yu cu cn phi chnh sa b
sung cc quy nh v nhn hng ho, p ng i hi mi ca qu trnh hi nhp, va
qua Chnh ph ban hnh Ngh nh s 89/2006/N-CP ngy 30/9/2006 v nhn
hng ho thay th cho Quyt nh s 178/1999/Q-TTg ngy 30/8/1999 ca Th tng
Chnh ph v ghi nhn hng ho lu thng trong nc v hng ho xut, nhp khu;
Quyt nh s 95/2000/Q-TTg ngy 15/8/2000 v vic iu chnh b sung mt s quy
nh trong Quyt nh 178/1999/Q-TTg v hn 20 vn bn hng dn ca cc ngnh.
Trong , Ngh nh 89/2006/N-CP l vn bn c gi tr php l cao nht, thng nht
quy nh ni dung, cch ghi v qun l Nh nc v nhn i vi hng ho lu thng
trong nc v i vi hng ha xut nhp khu. N mang li cho cc doanh nghip,
cc n v kinh doanh ni chung s ch ng, linh hot trong vic qung co, tip th
hng ho, cng nh cch sp t v tr, mu sc ca ch, ngn ng trnh by..., v
cao tinh thn Vit nam thng qua vic ch ting nc ngoi ghi trn nhn mc phi
nh gp i ch bng ting Vit.
1.1.3.2. S b v cnh tranh
Theo thng k, ngnh hng thc phm l ngnh hng ph bin nht trn th
trng, do vy, s lng i th ca Phng l rt ln:
Cha k n cc doanh nghip, n v bn ngoi, vi cch thc t chc ca
cng ty Thc phm H ni, chia tch cc phng ca mnh thnh cc n v kinh doanh
ring, th ngay lp tc, cng ty cng to ra cc i th cnh tranh cho mi phng,

15

chnh l cc phng cn li. Tuy mi phng u khng cng nhn iu ny, nhng thc
t, cc phng u phi cnh tranh vi nhau v doanh s bn hng ( y l mt iu tt
v n s tng thu cho cng ty), mt khc phi cnh tranh vi nhau v cc mt hng kinh
doanh ging nhau nh bnh ko, ru, bia v cc loi ung khc.
Bn cnh , Phng khng nhng phi cnh tranh vi cc ca hng nm di s
qun l trc tip ca cng ty m cn phi cnh tranh vi cc n v kinh doanh thuc
cc cng ty khc v cnh tranh trc tip vi cc ca hng tp ha trn ng Lng
Ngc Quyn. i th cnh tranh ca Phng l bt c n v no kinh doanh v lnh
vc thc phm.
Nu xt theo quan im 5 lc lng cnh tranh ca Michael Porter, Phng s
phi cnh tranh vi ngay cc i tc ca mnh nh Vin Cng Ngh Sinh Hc c th
tng sn lng m vn gi nguyn c cht lng nh t hng u tin ( Phng lin
kt vi Vin ny sn xut ra mt s loi sn phm, do kh nng ngun lc hn ch,
Phng khng th t sn xut m Vin s sn xut v thu hoch v s ch, Phng chu
trch nhim ng gi). Cnh tranh vi h thng bn l a sn phm ca mnh vo
k hng ca h, cnh tranh vi khch hng bn c vi mc gi hi ( khch hng
ca Phng phn ln thuc nhng ngi bn l).
1.2. Hot ng kinh doanh v hot ng marketing ca cng ty v phng Kinh t
i ngoi
1.2.1. Hot ng kinh doanh
Nh u t c trng im v ng hng (khng ch cho c s vt cht m c cho
ngun nhn lc) nhm m bo cam kt v cht lng sn phm, sc tho mn
c c nhng n t hng kht khe v cht lng sn phmcng ty TNHH Nh
nc mt thnh vin Thc phm H Ni gt hi c nhng kt qu rt kh quan.
C th, doanh thu ca cng ty khng ngng tng, nm sau cao hn nm trc: nm
2003: 125.638 t ng, tng ng vi tc tng l 19.8%, nm 2004: 150.514 t

16

ng, nm 2005: 182.436 t ng tng ng vi tc tng 21.2%, nm 2006:

224.396 t ng, tng ng vi tc tng 23%. iu ny cho thy, cng ty khng
ngng c gng nng cao tc tng trng.
Bng 1.2: Mt s ch tiu ti chnh
Ch tiu
( n v: ng)
Tng doanh thu
Doanh thu
thun
Gi vn hng
bn
Li gp

2003

2004

2005

2006

125,638,028,050

150,514,357,592

182,436,613,487

224,396,934,577

125,498,617,837

150,489,773,872

182,021,026,294

_____

110,438,783,722

132,300,192,379

158,168,029,968

_____

13,930,346,585

18,189,581,492

23,852,996,326

_____

Gi vn hng bn c xu hng gim dn, t 88% doanh thu thun (2003), xung
cn 87.8% (2004) n 86.9% (2005) chng t cng ty c gng tit kim chi ph, h
gi thnh sn phm. Tuy nhin mc gim ny cn thp, cng ty cn thc hin tt hn.
Mc d trong 3 nm qua, cng ty m rng th trng sang cc tnh ln cn v
min Trung, min Nam, nhng doanh thu bn hng tiu th c cc tnh so vi th
trng H ni vn c s chnh lch ng k. iu ny c th do cng ty cha thc s
ch trng n cc th trng tim nng m ch tp trung ch yu phc v th trng H
ni. Hoc c th do mc gi bn trn cc th trng mi cha c s u tin r rt, dn
ti khng kch thch c sc tiu dng ca ngi dn

1.2.2. Hot ng marketing

17

1.2.2.1. Hot ng marketing chung ca cng ty

Do cng ty l DNNN vi s bo th ni ting ca khi doanh nghip ny, v
c hnh thnh t thi bao cp, nn khng h c hot ng phn on th trng hay
la chn th trng mc tiu. Tuy nhin, nhn vo sn phm v gi ca chng th bn
thn ti c vi nhn xt v khch hng ca cng ty Thc phm H ni: h l nhng
ngi c thu nhp trung bnh, s t c th c mi cm tnh vi thi bao cp, nhng
ngi ny khng qu k tnh v bao b, quyt nh mua ca h khng da trn s ni
ting ca thng hiu hay bt mt ca bao b, h chn sn phm ca cng ty n gin
v thy n c gi r hn. Nh vy nhm th trng m cng ty phc v hin nay l
nhm c thu nhp trung bnh, hi nghing v trung bnh thp. H sng ri rc, thng
mua cc ca hng quen hn l siu th, mc trung thnh khng cao. H sn sng
ri b sn phm ca doanh nghip nu thy sn phm ca cng ty khc c gi r hn,
hoc gi ngang bng nhng mang li cho h nhiu li ch ph thm hn.
V nh v, khc vi Trung Thnh vi biu tng mt tri mc, gi nn mt
s mi l trong lnh vc rau qu ng hp truyn thng th cm nhn v sn phm
ca cng ty Thc phm H ni li l s c k, lc lng v nhm chn. Hin khng c s
liu xc nh v tr chnh xc ca cng ty so vi cc i th cnh tranh, nhng c th
ni, trong con mt ngi tiu dng, sn phm ca cng ty l loi hng r tin. Cn v
thng hiu ca cng ty trong tm tr khch hng ni chung rt m nht, iu ny ch
yu do cng ty khng c chin lc nh v.
Nm 2006, phng th trng (phng marketing) c thnh lp, nh du
nhng i mi trong cch nhn nhn v vai tr ca marketing trong hot ng sn xut
kinh doanh ca cng ty.
Trong mt nm qua, phng th trng lm cc vic sau:
H thng li mng li phn phi ca cng ty
Lp danh sch khch hng

18

T chc hng tun, hng thng, thm khch hng theo lch, xem xt tim lc
khch hng c ch hu mi ph hp
Ln lch cung cp hng cho khch
Xem xt cc mt hng c kh nng thnh cng trn th trng cao, xut
kin vi b phn sn xut ca cng ty
Vo cc ngy l th tham mu cho cc n v ln chng trnh khuyn mi
Nghin cu th trng hay v khch hng th cha c, k c t cng ty t chc
hay l mua d liu t cc t chc khc, phng mi ch thc hin vic nh gi
v khch hng da trn s quan st trong mi ln thm ving.
Trong nhng nm ti y, phng th trng s lnh mt trch nhim rt quan trng,
l xy dng thng hiu cho cng ty, bao gm c vic thit k li logo ca cng ty,
lp khu hiu v xy dng trang web cho cng ty.
1.2.2.2. Hot ng marketing ca Phng
Do hot ng lm trung gian xut nhp khu c coi l cng vic lm thm
ca Phng nn ti s khng xt cc sn phm trong mc ny. nh hng ca
Phng vi cng vic ny l khng hn ch cc n hng nu n khng vi phm Php
lut, hoc nh hng ti hot ng ca Phng.
Hot ng lm i l cho mt s sn phm cng khng c nhc n trong
mc ny v: th nht, Phng ch l mt mt xch trong chui knh phn phi ca cc
doanh nghip sn xut cc mt hng ny, vic nh gi do h n nh, Phng khng
c s cnh tranh v gi vi cc i l khc. Th hai, cc doanh nghip ny thc hin
chin lc y rt tt, mt hng ca h rt c ngi dn a chung, do , vic phn
phi n l kh d. Th ba, Phng thc s cng khng lm marketing trong lnh vc
ny.

19

Nh vy, y, ti ch xt n cc sn phm ca ring Phng v sn phm ca

cng ty m Phng kinh doanh.
Phng c 4 a im kinh doanh, cho thu hai ni, hin ch cn li 2 a
im: mt 61 Lng Ngc Quyn, va bn hng tp phm, va l tr s vn phng;
mt 153 Ging V, kinh doanh ca hng n QFoods.
Phn on v la chn th trng mc tiu: Phng kinh t i ngoi l mt b
phn trong cng ty Thc phm H ni, v n cng khng thot khi t tng bo th
ca cng ty. Do , vic thc hin phn on th trng v la chn th trng mc
tiu u t tp trung khai thc khng c Phng ch trng n trong nhng
nm trc. Sang nm 2006, cng vi ln gi mi thi vo cng ty, Phng cng c
nhn nh khc v vic thc hin cc hot ng ny v lp ra b phn kinh doanh km
lun cng tc marketing. Bc u, Phng xc nh li khch hng hin ti ca
mnh.
i vi khch hng l ngi tiu dng cui cng, Phng xc nh h l nhng
ngi thuc tng lp trung lu, a chung n truyn thng nhng khng c thi
gian t lm nn phi mua lm sn, h l nhng ngi mua hng theo l tr, khng
b nhng nh hng ho quang ca qung co hay chy theo s ng, vi h, sn phm
c chn la s ph thuc vo nhng tiu chun m n p ng c v qua s t
cm nhn ca bn thn. Gi cng c th l mt yu t trong s nhng tiu chun ca
h. Ni chung th v mt hng thc phm, khch hng ca Phng cng kh ging
khch hng ca cng ty ( c phn tch trn)
i vi khch hng cng nghip l nhng nh bn l nh cc ca hng bn
kh, cc siu th..., Phng xc nh cn phi thu ht h cng nhiu cng tt. c im
ca cc i tng ny l lm vic da trn uy tn v s quen bit, phn b ri rc trn
a bn H ni, vi cc ca hng th qui m tng i nh, do Phng c chin lc
lin kt vi mt s nh bn l ln, c uy tn mi khu vc trn a bn H ni t
c th thu ht cc nh bn l khc.

20

nh v ca Phng vi cc i tng ny da trn 2 yu t: l cht lng (cao)

v gi (va phi). Mc tiu nh v ca Phng l trong 5 nm na Phng s tr thnh
n v kinh doanh mnh nht ca cng ty. Nhc n tn cng ty Thc phm H ni l
ngi ta ngh ngay n Phng kinh t i ngoi.
Phng thc hin chin lc y, tc ng n cc khch hng nh bn l, t
cc khch hng ny s c bin php tc ng n ngi tiu dng cui cng.
Hin ti, Phng ang thc hin vic xy dng thng hiu ca phng gn lin
vi sn phm c trng nh l mc nh cnh dy khng chn, nm m. Do phng
khng c logo ring, do vic khuch trng s thng qua a ch ca phng, ghi
di tn cng ty.
1.3. Chnh sch marketing mix ca phng Kinh t i ngoi
1.3.1. Chnh sch sn phm
Sn phm ca Phng c th chia lm 2 dng: sn phm ca cng ty v sn phm
ca ring Phng pht trin. chiu rng ca danh mc sn phm l 8, vi chiu di trung
bnh ca loi sn phm l 5.625 v c mt cao, chng u l hng tiu dng v cng
i qua nhng knh phn phi nh nhau.
Cc sn phm ca cng ty do Phng kinh doanh:
Rau qu ng hp: thn non xa lt, hnh, sung, c mui; mng l dm dm,
mng lt dm t, mng c dm dm, da chut bao t, da chut dm dm, t
dm dm, t xay nguyn cht, vi nc ng
Cc loi nem: nem tht, nem cua b, nem r, tm cun r, ch gi, nem g, nem
thy sn, nem r g, nem chay
Cc loi gi: gi b, gi g, gi la, gi xo, nem chua c bit
Tng t, t st chua ngt, dm go
Nc mm: mm ct c cm Nha Trang

21

Tht ti sng: tht ln

Sn phm ring ca Phng:
Sn phm Phng lin kt vi Vin Cng Ngh Sinh hc : ch yu l cc sn
phm kh nh mc nh, nm hng, nm m, nm rm
Sn phm Phng nhp khu: tht ng lnh: g M, tht b, tht cu; ung:
nc hoa qu c c, sa.
Sn phm ca cng ty tiu th km, khng phi do Phng u tin cho cc sn phm
ca mnh, m thc t l sc cnh tranh ca chng khng cao.Cc mt hng khng c
phong ph, cn nhiu lnh vc b trng. V bao gi, nhn mc: kiu dng, kch c bao
b cn ngho nn, khng sng to, bt mt, cch trnh by logo, tn ca cng ty khng
c ng nht, khng to nn s nhn bit r rng. Vi trch nhim l mt b phn
kinh doanh trong cng ty, Phng nn c nhng ng gp cho cng ty v mt ny. V d
nh thay i np hp cho d m hn, i mi kiu dng ca hp to khc bit, cch
trnh by nhn mc, ch trng dnh cho tn thng hiu nhn mnh tn thng hiu
hn. Bao b l knh truyn thng qu bu. Tri vi qung co l vic qung b m cng
ty phi thu mn, bao b l vic qung b m cng ty sn c. N l mt cng c xy
dng thng hiu rt hiu qu. Phng rt cn phi ch n iu ny v hin ti, ngay
c bao b, nhn mc ca Phng cng cha to ra my gi tr gia tng cho sn phm.
Nhn mc ca mt s mt hng nm ti nh nm m, nm rm ca Phng cn dng
giy photo. iu ny c th l dng ca Phng v ngi tiu dng vn c suy ngh,
hng c nhn photo tc l sn phm th cng, t lm, nh vy th n ti m khng s
c cht bo qun; nhng i vi mt n v nh Phng th theo kin ca ti khng
nn lm vy, v Phng thuc Cng ty Thc phm H ni, l mt cng ty c danh ting,
mt khc Phng li mun tr thnh n v tiu biu cho cng ty, do Phng nn
chm cht hn cho bao b nhn mc ca mnh.
V pht trin sn phm mi: sn phm mc nh cnh dy khng chn chnh l mt
s mnh dn ca Phng khi lin kt vi vin Cng ngh sinh hc, mc nh c cy

22

vo nhiu loi g, c nhng mu sc khc nhau trng kh bt mt. mc nh ny hn

mc nh thng bn theo cn cc ca hng kh ch cnh ca n dy hn, to
hn, v c bit, n c ct b chn g, nh vy l n gin tin rt nhiu cho
ngi ni tr. Ngoi ra, sn phm cn c bao gi p, lch s, nhn c lm t giy
tt, in mu rt hp dn, chng t sn phm c cht lng cao. Sn phm ny mi ln
u ra mt nhn c s a thch ca khch hng. Tt nm nay 2007, Phng sn
xut gp 3 s lng nm ngoi m vn chy hng. y va l iu ng mng, nhng
cng l iu ng lo v kh nng d bo cu ca Phng cn km hiu qu, dn n vic
l mt c hi bn hng.
Ca hng n QFoods cng l mt sn phm mi ca Phng. Ca hng chuyn cung
cp cc loi cm a, cm vn phng, n nhanh c ch bin t thc phm nhp
khu. Lc u, Phng ch nh m ca hng vi mc ch qung b cho mt hng
thc phm nhp khu. Nhng do nhu cu tiu th ca ca hng qu mnh, c bit l
v n nhanh nn Phng quyt nh s xy dng mt h thng ca hng cung cp
n nhanh v cm vn phng, vi mn tht c ch bin t thc phm nhp khu
vi th im l ca hng 153 Ging V. Nu ca hng ny thnh cng, Phng s xin
cng ty cho php nhn rng ra ton H ni v sau c th l trn ton quc. Cht
lng ca cc mn n y c khng nh bi cc u bp snh si ca cc nh
hng cao cp ti H ni. Gi c cc mn r hn so vi cc nh hng cng cp. i ng
nhn vin lch s, nhit tnh. Tuy nhin, do mi thnh lp, v do Phng cng cha c
nhiu kinh nghim trong lnh vc kinh doanh nh hng, hin nay vic thit k xy dng
thng hiu cho ca hng cn chm chp. Trang tr trong ca hng cn s si. Tm li,
cn thiu kh nhiu yu t khc a ca hng n vic kinh doanh thnh cng. iu
ny cn Phng phi u t vo ca hng mnh tay hn.
1.3.2. Chnh sch gi
Cch tnh gi:

23

Trc ht, ly ton b chi ph lm nn tng

Th hai, i chiu vi gi ca cc i th cnh tranh
Th ba, nu gi ca cnh tranh cao hn chi ph Phng c tnh th ty vo mc
li nhun mong mun Phng s quyt nh gi ngang bng hoc thp hn gi
cnh tranh. Nu gi cnh tranh m ngang bng hoc thp hn chi ph, Phng s
iu tra nguyn nhn ca s vic ny xut pht t u: t ngun cung cp r hay
do chi ph ca Phng qu cao, Phng khng tn dng cc ngun lc gim
chi ph ti a hay l t nhng nguyn nhn khc v a ra bin php gii quyt.
Thng thng th gi ca Phng, cng nh gi ca cng ty, u l gi r nht. Tuy
nhin, Phng cng nhn thy xu hng tiu dng ca x hi vt qua thi k n
no, mc m; do , Phng mnh dn pht trin cc loi sn phm c cht lng cao,
gi cao nh mc nh cnh dy khng chn: gi mc nh cc ca hng kh l
5000/lng, nhng sn phm ca Phng vi gi bn bun l 6500/lng, cao hn hn
so vi loi mc nh thng. V minh chng cho nhn nh ng n ca Phng l sn
lng tiu th tng vt ca loi mc nh ny.
1.3.3. Chnh sch phn phi
y ch xt h thng phn phi i vi cc mt hng thc phm m Phng trc tip
kinh doanh.
Phng s dng 2 knh phn phi: knh phn phi trc tip v knh phn phi gin tip.
Knh phn phi trc tip: chim v tr nh trong doanh thu ca Phng, v thc
ra Phng ch dng mt a im bn hng, m din tch ca a im ny
cng kh nh, khong 12m2. Phn ln doanh thu n t knh phn phi gin
tip.
Knh phn phi gin tip ( knh 1 cp): Phng bn sn phm ca mnh thng
qua cc nh bn l. Mng li ny hin cn nhiu ch trng. Do kh nng ca

24

Phng cn hn ch, nhng tham vng kh ln l mun sn phm ca mnh

c tiu th rng khp H ni, nn ti mi mt khu vc, Phng mi ch c th
lin kt v to mi quan h bn cht vi mt s ngi bn l c uy tn m
cha vn ti c nhng khch hng nh hn. y l l do hin ti mng li
phn phi ca Phng cn tha.
Thc ra th Phng cng cha khai thc ht cc a im ca mnh. Phng cho
thu 2 ni- mt na s mt bng m Phng c. Thm ch, ngay c 61 Lng Ngc
Quyn Phng cng khng dng ht din tch m hn mt na cho nhn vin ca cng
ty Thc phm H ni thu kinh doanh nh hng n.

1.3.4. Chnh sch xc tin hn hp

Do iu kin hn ch, Phng khng tin hnh qung co. Phng thc hin vic
truyn thng qua bn hng trc tip, tham gia hi ch v qua knh truyn ming. Ngoi
ra, Phng c in t ri gi i mt s ni, nhng s lng ny cn hn ch.
i vi nhng nh bn l nh cc ca hng bn kh, cc siu th..., do c im ca
cc i tng ny l lm vic da trn uy tn v s quen bit nn Phng thc hin vic
qung b thng hiu ch yu thng qua hot ng bn hng trc tip, to n tng
cho h qua cht lng tt, gi c hp l v ng hn.
qung b hnh nh ca ca hng QFoods, Phng tham gia hi ch m
thc t chc vo cui nm 2006 ti trung tm trin lm Ging V.
C th ni, knh truyn ming l knh chnh Phng s dng qung b hnh
nh ca mnh (thng qua a ch tr s Phng c ghi di tn cng ty) ti cng
chng. Theo mt nghin cu gn y ca Ban t chc Hng Vit Nam cht lng cao
th hnh thc truyn ming thng qua ngi quen l knh thng tin chim 19.04%
trong cc yu t nh hng n quyt nh ca ngi mua hng, n ch ng sau
qung co v kinh nghim bn thn. Ngy nay, nh s pht trin rng ri ca cng
ngh thng tin m trong c cc phn mm chat, email, cc din n tho lun trn

25

internet,..vic truyn ming ngy cng c tc nhanh hn, c phm vi nh hng

rng hn. V vy, la chn knh truyn ming l mt la chn ng n cho mt n
v c ngun lc hn ch nh Phng, tuy nhin Phng cng cn phi kim sot knh ny
cht ch hn v nhng mt xu ca n.
Trong iu kin ca mnh, Phng b qua mt knh truyn thng rt hu hiu
l trng by cc im bn. Ca hng 61 Lng Ngc Quyn trang tr khng
p, khng thun tin trong vic bn hng.
Thm vo , Phng cn c mt khim khuyt v bng hiu ca ca hng. y
l yu im chung ca ton cng ty. Hi vng sang nm 2007, phng Th trng c th
xy dng xong vic thit k li bng hiu ca cc ca hng ca cng ty cc ca
hng ca Phng c c v ngoi n tng hn.
1.4. nh hng chin lc v thc trng trin khai ti ca hng QFoods.
QFoods l mt thng hiu ring, Phng d nh s c chin lc xy dng
thng hiu ring cho n. Do cn hn ch, Phng khng thc hin vic phn on th
trng c th tp trung phc v mt phn khc c th m quyt nh tha mn tt c
cc i tng s dng n nhanh.
Phng xc nh khch hng l nhng i tng c thu nhp trung bnh kh tr
ln, phn ng l gii vn phng, a s mi l, thch khm ph, d chp nhn cc mn
n phng Ty. H l nhng ngi in hnh ca li sng hin i, bn rn, khng c
nhiu thi gian dnh cho vic ni ch, do hay mua n sn, hay i n ngoi.
Nhng ngi ny hay mua lm sn trn ng v nh, quan tm ch yu n cht
lng ca sn phm, c bit h rt ch n hm lng chrolesteron trong thc n.
Ni chung h l nhng ngi kh k tnh. H cng thch lin tc thay i khu v, i
hi cc mn n mi, l, hp dn. Nhng ngi ny c nhu cu giao tip, i chi vi
bn b rt cao, do cng ko theo nhu cu n ngoi cao. H cng i hi phi c
phc v lch s, trong mt khng gian trang nh ph hp vi tng lp ca h. Ngoi ra,

26

cn c mt nhm i tng khc kh ng o, l nhm hc sinh, sinh vin. Nhm

ny ngoi c im gia nh kh gi ra, cn l nhng ngi hng ngoi, rt nng
ng v hay i chi ngoi. l th h mi ca Vit nam, thch dng snh iu,
dng hng ngoi, chy theo cc xu hng thi thng ca th gii v rt nhanh chng
tip thu vn ha phng Ty, trong c n nhanh. Nhm ny thch c khng gian
rng, thch s nghch ngm, tr trung, a nhng hin i, kiu cch v c chiu.
Ni chung, cc khch hng Vit nam ca n nhanh vn thch c phc v hn l
phi ng i quy nh m hnh ca cc nh hng n nhanh trn th gii.
Mc tiu nh v ca Phng cho ca hng QFoods l trong 5 nm ti s l h
thng ca hng n nhanh hng u trn a bn H ni. tng ca Phng l to ra
im khc bit v gi v sn phm trong nhn mnh yu t nguyn liu nhp ngoi.
Khi nhc n n nhanh ngi ta thng ngh l mt loi n ca phng Ty, do
vic nhn mnh xut x ca nguyn liu c v l mt phng thc to im khc
bit kh tt. Tuy nhin, vic to khc bit bng gi xem chng kh c th gi c lu
di v khc bit v ngun gc nguyn vt liu th s nhanh chng b bt trc, do ,
lp ra mt chin lc pht trin c th ang l mt nhu cu bc thit ca Phng.
Hin nay th QFoods khng ch bn n nhanh m cn bao thm cm vn
phng. Cung cp ba n cho cc nhn vin vn phng l mt iu tt, nhng m cung
cp cm theo kiu nu truyn thng l mt iu khng n. Nu Phng khng thay i
cch nu cm cho ph hp vi phong cch n nhanh th thng hiu QFoods- ca
hng n nhanh s nhanh chng b suy gim.
Mun pht trin QFoods nh mt h thng cc ca hng n nhanh, nhng li
vn mun tip tc bn cm vn phng th hin s hn ch v mu thun trong nh
hng chin lc ca ban lnh o QFoods. Gii quyt vn ny QFoods, h thng
ca hng n nhanh hay l cc nh hng c bn n nhanh - l vn sng cn ca
QFoods. N s quyt nh xem QFoods c phi l con b sa ca Phng hay l mt
con b gy yu. V th vn khn thit c t ra l xc nh li phng hng hot

27

ng, chin lc kinh doanh cng nh nh hng v chin lc marketing cho

QFoods.
gp phn gii quyt cc vn trn, ti thc hin mt cuc nghin cu
hnh vi ngi tiu dng n nhanh nhm tm ra con ng pht trin cho QFoods.
Bi v, vic xc nh khch hng ca QFoods ch da trn hiu bit ch quan ca
nhng ngi thnh lp, do n khng m bo cha ng thng tin c th lm
c s cho vic thit lp mt chin lc kinh doanh hiu qu.

28

Chng 2.

KT QU NGHIN CU HNH VI NGI TIU DNG

2.1. M t qu trnh nghin cu
Mc tiu nghin cu
C c cc thng tin m t tng i chnh xc v y quan im, nhu cu
ca ngi tiu dng v n nhanh v ca hng n nhanh
i tng v phm vi nghin cu
i tng nghin cu l nhng ngi tiu dng n nhanh, nhng do kh
nng hn ch nn ti ch c th gii hn hi nhng i tng gn cc qun cc va h,
xung quanh mt s qun bn n nhanh nh ABC, Alfesco.
V y l mt cuc nghin cu ca c nhn ti nn khng th bao khp ton
thnh ph H ni, khu vc nghin cu ch yu l nhng ng c nhiu qun bn
n vt, n nhanh thuc qun Hon kim v qun ng a.
Phng php nghin cu
Phng php nghin cu l phng php iu tra phng vn, cng c duy nht
l bng hi, mu nghin cu l 75, s dng phng thc phng vn trc tip c nhn.
Phn tch d liu bng phn mm SPSS.
ng gp v hn ch
Cuc nghin cu ny nhm xc nh r cc khch hng hin ang s dng n
nhanh tm ra mt hng pht trin cho QFoods. Tuy ch lm 75 bng hi nhng
thc s n em li nhng kt qu kh th v v m ra nhiu hng i cho QFoods.
Tuy nhin do s mu qu nh, kt qu rt c th khng phn nh ht thc t, n
mi ch m t c i tng sinh vin l ch yu, cn cc i tng khc th tng
i m nht. Bng hi cng mi cp c cc vn thuc v cm nhn, suy ngh

29

ca ring ngi tiu dng, cha khai thc c k nh hng ca cc yu t x hi ti

thi , hnh vi ca h.
2.2. Kt qu nghin cu
2.2.1. Thng tin nhn khu
Cc yu t c nhn ca ngi tiu dng xt y l : tui, gii tnh, ni , ngh
nghip, v khon chi tiu cho n ngoi hng thng.
Trong 75 ngi tr li th n gii chim gn gp i nam gii vi t l l 49
n/26 nam, hay l 65.3% / 34.7%. iu ny l rt hp l.
V tui th nhm tui 19 24 chim t l cao nht 53 ngi tng ng vi
70.7%. Xp th 2 l nhm tui 25 29 c 14 ngi, chim 18.7%. Nh vy c th
nhn xt rng nhm tui t 19 n 29 l khch hng thng xuyn ca n nhanh.
V ngh nghip th sinh vin chim s ng, 69.3%. iu ny cng l iu d
hiu v thi gian ca sinh vin kh linh hot, h li l nhm c nhu cu b bn rt cao
do vic h hay i n ngoi v chn n nhanh l l t nhin. Ngoi ra cn k n
mt yu t khc, phn ng sinh vin H ni l ngi ngoi tnh, h c nu nng
ni h tr, nhng hu ht ch nu mt ba, v iu kin nu nng li khng thun li
nh nh. V th, h hay i n cc c nu sn nh l n cc qun cm bnh dn
hoc l cc qun bn n nhanh. l l do ti sao chng ta li hay bt gp sinh vin
ti cc qun n nhanh nh vy.
Theo nguyn tc th ca hng n nhanh nhm phc v nhng ngi sng quanh
. Nhng n c v khng th p dng c H ni khi m khu vc sinh sng ca
nhng ngi c hi li bao trm ht c 9 qun ni thnh v 2 huyn ngoi thnh l
T Lim v Thanh Tr.
Mc d khu vc nghin cu thuc 2 qun ng a v Hon Kim, nhng
nhng ngi sng qun Hai B Trng li chim s ng: 30.7%, sau l qun
Thanh Xun v Hong Mai cng c t l nh nhau l 13.3%, qun ng a v Hon
Kim ln lt gi v tr s 3 v 4. Ti sao nhng ngi thuc qun ng a v Hon

30

Kim li c t l thp nh vy trong khi h rt gn cc qun n ny?. Nguyn tc kia

sai chng?. Khng hon ton nh vy, bi v tuy cc qun Hai B Trng, Thanh
Xun, Hong Mai c t l cao, nhng nhng qun khc li c t l kh thp, di 5%.
iu ny c th l gii bi mt nhn t rt quen thuc: vn ha. Ngi H ni vn ni
ting l nhng ngi snh n, h thch n nhng qun nu ngon cho d n cch xa
ni , v chnh s cch tr li lm cho mn n thm phn gi tr. Nhng ngi
ngoi tnh sng H ni cng chu s tc ng ca nhn t ny. l l do ti sao s
ngi cc qun khc qun ng a v Hon Kim li ng nh vy. Cn nhng
ngi sng 2 qun ny, ti sao h li c t l thp hn?. C th rt n gin l h
n chn cc qun ny ri v mun tm nhng hng v mi ni khc. Mt khc,
nhng ngi xa, d h rt mun thng thc cc mn ngon, nhng h cng phi cn
nhc chi ph m h phi b ra c c mn n ngon xa so vi chi ph c c
mt mn n tng t tuy c km ngon hn mt cht nhng gn vi s tha mn m
mi la chn mang li. Hy gi s mt bt ph Thn chnh gc H ni c gi l 20
000 ng, v ngon l 10,cn mt bt ph Thn Thanh Tr c gi l 10 000 ng,
vi ngon l 8, v khong cch t Thanh Tr n qun ph ni ting H ni l 16
km, gi xng l 11000ng/lt. Vo sng th 7, mt ngi Thanh Tr mun n ph,
nhng th 7 l ngy ngh v anh ta khng mun dy sm, nh vy anh ta th n mt
bt ph Thanh Tr c ngon l 8 nhng ch cch nh anh ta 3 km v gi cn r hn
mt na hn l phi dy sm hn v i nhng 16km ch n mt bt ph ngon ch
nhnh hn c 2 bc v c gi gp i. Nh vy, khng th ni ni l mt yu t km
quan trng khi xt ti thng tin c nhn, tuy nhin n ch thc s cn phi lu n
khi khong cch ti a im n l qu xa m thi.
V khon chi tiu cho n ngoi hng thng: phn ln mi ngi chi di 500
000 ng ( 55 ngi, 73.3%), iu ny l hp l v a s nhng ngi c hi l sinh
vin. S ngi chi cho n ung ngoi hng thng t 500 000 n 1000 000 ng chim

31

21.4%, cn nhng ngi chi t 1 triu n 2 triu ng ch chim mt t l rt nh:

5.3%.
2.2.2. Quan im, thi ca ngi tiu dng
Vi nt v hnh vi ca nhng ngi tiu dng n nhanh:
Bng 2.1: Tn sut i n

Gi tr Di 1 tun
1-2 tun
2-3 tun
Khong 1 thng
Trn 1 thng
Total

Tn sut Phn trm

31
41.3
25
33.3
9
12.0
2
2.7
8
10.7
75
100.0

Phn trm
ca gi tr
41.3
33.3
12.0
2.7
10.7
100.0

Phn trm
cng dn
41.3
74.7
86.7
89.3
100.0

S ngi i n t nht 1 ln trong vng 2 tun chim t l kh cao: 74.6%, ha hn s

lng lt khch hng kh ln. Trong , chi tiu trung bnh mt ngi cho mt ln n
khng qu 200000 ng m phn ln l t 50000 ng tr xung. V 65.3% s ngi
cho rng chi nh vy l hp l, ch c 33.3% s ngi cho rng gi n h phi tr
nh vy l hi t.
Phng tin truyn thng c h s dng ch yu l: tivi 64% (48 ngi),
phn ln l VTV3, mng internet 68% ( 51 ngi); bo, i v cc phng tin truyn
thng khc chim t l kh nh (xem thm phn Ph lc).
Nhng khch hng ny phn ln i n cng vi bn b (chim 88%)
S ngi i cng gia nh t hn, chim 20%; i cng ng nghip: 10.7%, v i vi
i tng khc 2.7%. Trong th vai tr ca mi ngi trong nhm v vic la chn
a im n phn ln l nh nhau( bng 2.2):

32

Bng 2.2: Ngi quyt nh a im n

Gi tr Bn
Thnh vin khc

Tn sut Phn trm

10
13.3

Vai tr ca mi
ngi nh nhau
Total

Phn trm
ca gi tr
13.3

Phn trm
cng dn
13.3

10.7

10.7

24.0

57

76.0

76.0

100.0

75

100.0

100.0

Sau y l tn sut nhng l do h chn mt qun n:

Qun quen: 24%
Qun nu ngon : 40%
Qun ni ting: 16%
Qun tin ng: 10.7%
Qun mi: 9.3%
Qun gi r: 8%
Qun c mn mi: 10.7%
Qun do ngi xut i n ch nh: 12%
L do ni tri nht l qun nu ngon, y l nguyn nhn chnh khin khch
hng quay tr li.
Trong s 75 ngi c hi, ch c 37 ngi ( 49.3%) tng n KFC hay
Loteria - l nhng ca hng n nhanh c trng phng Ty H ni, s l i th
nng k ca QFoods khi m rng ra mt h thng cc ca hng n nhanh. Cm nhn
ca mi ngi khi n kh khc bit. Mt s ni n ngon nhng ngy, mt

33

s khc th ku chn, c ngi th ni ty tng mn, c mn chn, mn ngon, cn mt

lng ln ngi th ni rng bnh thng. V cnh tr v cch phc v ti th s
ng cho l bnh thng, khng c g n tng. iu ny chng t cc i gia cha
my ch trng n th trng H ni, v l c hi cho cc thng hiu Vit nam xut
hin.
Quan im ca ngi tiu dng v n nhanh:
Trc ht, chng ta hy xem xt quan im chnh thng v n nhanh
c th gii chp nhn. Cc gio s trng i hc Oxford i din cho
quan im ny - nh ngha n nhanh ( fast food) l thc n nng, c
phc v rt nhanh, c bn nhng nh hng c th v c th mang i n
trn ng ph. Trong t in m Wikipedia, ngi ta chia n nhanh lm hai
loi: mt l n nhanh theo kiu phng Ty tc l loi n m cc hng ni
ting nh Mc Donalds, Burger King hay KFC ang phc v; loi th 2 l cc
loi n truyn thng c bn trn h ph ( traditional street food) ca cc
nc nh l mn m vng ng , mn falafel vng Trung ng hay mn
xi ca ngi Vit nam,.
Cn y l b mt ca n nhanh di con mt ca nhng ngi tiu
dng H ni:
- l n n gin, thun tin, nhanh, nh, gn c khi phc v ln khi
n hay l mt rt t thi gian mua v n
- l lm sn ( n sn), nng, ng gi gn gng, v sinh
- l tt c cc loi n tr cm
- l n khng n nh
- l n phn ln c xut x ngoi nhp
- l Ty
- l n t phc v, c th va i va n

34

Nh vy l quan im v n nhanh ca mi ngi l khng thng nht

m rt a dng. N i t quan im thin cn nht ( n Ty) n quan im m nht
( tt c cc loi n tr cm), nhng quan im c nhiu ngi ng h nht l
n nhanh l n sn, tn t thi gian mua v n ( c nhiu ngi cn hn nh
thi gian n ca n nhanh- thng l 30- n no qu thi gian ny s b coi l
n chm). Tuy nhin, khi c hi cc mn qu vt ca Vit nam c c coi l n
nhanh khng th a s li cho rng khng (40 ngi, 53.3%), nhng hn na s ngi
tr li khng (57.5%) li chp nhn nhng n ny trong thc n ca ca hng
n nhanh (bng 2.3).
Bng 2.3: Ca hng bn fast food v qu vt l ca hng n nhanh

Gi tr

Missing
Total

c
khng
Total
System

Tn sut
23
17
40
35
75

Phn
trm
30.7
22.7
53.3
46.7
100.0

Phn trm
ca gi tr
57.5
42.5
100.0

Phn trm
cng dn
57.5
100.0

Bng ny th hin quan im ca nhng ngi khng ng vi nhn nh qu vt Vit nam l n

nhanh, h c chp nhn mt qun n nhanh bn cc mn qu vt Vit nam hay khng. Trong bng, con
s 40 ct tn sut l tng s ngi khng ng vi nhn nh qu vt Vit nam l n nhanh,
tng ng vi 53.3% trn 100% s ngi c hi; con s 35 ch tng s ngi ng vi nhn nh
ny. V bng ny ch xt ti quan im ca nhng ngi khng ng , cho nn b khuyt mt 35
trng hp so vi tng l 75, do c trn bng, ta thy b mt (Missing) 35 trng hp, tng ng
vi 46.7% trn 100% cc trng hp c hi.

Thi ca ngi tiu dng vi fast food. Hu nh khng ai n thnh

phn ca mn n c, s ngi c quan tm n vn ny ch chim c 1/3 s ngi
c hi. Chng ta c ngh rng mi ngi u cho rng n nhanh cha rt t cht
dinh dng, nhng s thc li ngc li, ch c 33.3% s ngi nhn thc c iu

35

ny, s cn li khng hoc phn i kin ny, h lp lun nu n t cht dinh

dng th ti sao nhng ngi n n li d bo?. Cc khch hng ca fast food mi
nhn thc c nhng ci hin hin trc mt- tnh trng bo ph- h khng nhn thc
c rng, do n nhanh c t cht dinh dng nn chng ta n mi m c th khng
c cm gic , khng tha mn c nhu cu ca c th, n vn i v v th nu
xt trong mt ba n th khi chn n nhanh, chng ta s n mt khi lng thc n
nhiu hn mt ba n truyn thng. y tht l mt iu may mn i vi cc ca
hng bn n nhanh nh QFoods. Tuy nhin, nhng ngi tiu dng n nhanh v
bn nng vn c nhu cu n ung cht, do c n 81.3% s ngi cho rng ghi
r thng tin v mn n trn bao gi ca n l vic cn thit.
V nhn nh n fast food l mt thi quen snh iu, ch c 14 ngi, chim
18.7% l ng , cn li phn i. S ngi ng ny nm ton b trong nhm hc
sinh, v mt s t sinh vin. iu ny cho thy, i vi hc sinh, tiu dng fast food l
mt cng c khng nh ng cp, cc ca hng fast food nn ch c im ny.
Nhn xt v gi n nhanh Vit nam hin nay, hn mt na s ngi c
hi cho rng t, c l h ngh n n nhanh phng Ty.
Nhu cu, mong mun ca ngi tiu dng vi mt ca hng fast food
Sau y l kt qu khi hi quan im ca nhng ngi tiu dng n nhanh v
mt ca hng fast food tiu chun:
Bng 2.4: Ca hng phi sch s

Gi tr Cn thit
Khng cn
Total

Tn sut Phn trm

74
98.7
1
1.3
75
100.0

Phn trm
ca gi tr
98.7
1.3
100.0

Bng 2.5: Ca hng phi tin ng i li

Phn trm
cng dn
98.7
100.0

36

Gi tr Cn thit
Khng cn
Total

Tn sut Phn trm

55
73.3
20
26.7
75
100.0

Phn trm
ca gi tr
73.3
26.7
100.0

Phn trm
cng dn
73.3
100.0

Bng 2.6: Ca hng phi c ch xe

Gi tr Cn thit
Khng cn
Total

Tn sut Phn trm

64
85.3
11
14.7
75
100.0

Phn trm
ca gi tr
85.3
14.7
100.0

Phn trm
cng dn
85.3
100.0

Bng 2.7: Thi gian phc v phi nhanh

Gi tr Cn thit
Khng cn
Total

Phn trm
Tn sut Phn trm ca gi tr
63
84.0
84.0
12
16.0
16.0
75
100.0
100.0

Phn trm
cng dn
84.0
100.0

Bng 2.8: Cm gic ca hng to ra

Tn sut
Gi tr Mi l vi mi
ln n
Thn thuc
Total

Phn trm

Phn trm
ca gi tr

Phn trm
cng dn

31

41.3

41.3

41.3

44

58.7

58.7

100.0

75

100.0

100.0

Bng 2.9: Mi trng khng kh ca hng

Gi tr n o no nhit
Lng mn

Phn trm
Tn sut Phn trm ca gi tr
27
36.0
36.0
9
12.0
12.0

Phn trm
cng dn
36.0
48.0

37

Khng kh gia nh
m cng
Khc
Total

25

33.3

33.3

81.3

14

18.7

18.7

100.0

75

100.0

100.0

Nh vy l hu ht mi khch hng u nht tr l ca hng fast food phi sch s, tin

ng, c ch xe, phc v nhanh, to cm gic thn thuc tc l phong cch,
trang tr ca hng l t thay i; tuy nhin thch ca mi ngi v mi trng khng
kh ca ca hng th kh phn tn, 2 la chn c ng h nhiu nht l n o no
nhit v khng kh gia nh m cng, mi trng khng kh khc c mi ngi
chn l: vui nhn, yn tnh, thong ng. Khi c hi v cc tiu chun khc, ch
c 7 ngi c yu cu, l: gi r, phc v c ngoi hnh a nhn, c nhc khng li,
c nhiu dch v khch hng nh a n n tn nh, bc thm trng thng
Mt iu ca hng n nhanh t chun th gii khin cc thng rt bt
mn l h phi t phc v, ch c 28% l chp nhn iu ny. Kt qu ny cng st vi
d on ca nhng ngi lnh o ca QFoods. Ti sao nhng v khch hng ny li
thch c phc v trong ca hng n nhanh?. C l l do c im ca ngi Vit
nam thch bun da l v ham hng th. Nu h phi ng xp hng gi v c
c mn n, h s khng th ni chuyn lin tc vi nhau c, mt khc iu ny
cng b chi phi bi vn ha n ngoi ca ngi Vit nam. Ngi nc ngoi khi
mi nhau i n, s tin phi tr thng c chia u cho mi ngi, nhng Vit
nam, khi bn mi ai i n, bn s tr ht chi ph, v do , bn s phi l ngi
ng xp hng trong khi nhng ngi khc ngi i bn. Bn c s c t thi gian
ni chuyn vi mi ngi hn, b mt khi lng thc n ln hn, cng knh hn, v
nhng ngi c mi s cm thy i ngi. Do , ngi Vit nam thch c phc v
hn.
Cc khch hng ca n nhanh cng thch c khng gian ring t khi n ca
hng n nhanh (50 / 75 ngi ng ). Nh th, h khng s cu chuyn ca mnh b

38

ngi khc nghe thy, v c l cng trnh tnh trng b bn khc ly mt gh do s

ngi nhiu hn s gh qui nh mi bn.
Nhng ngi n fast food hu ht ch cho l th n chi ch khng phi
l mt ba n thc s, ch c 13 ngi (17.3%) thch dng n vo ba sng, mt s
ngi vi t l tng t thch n vo ba tra, s ngi chn n vo ba ti thm ch
ch bng 1/3 s ngi n vo ba sng, v ch c 12% s ngi chn fast food cho ba
n nh ban m, nhng li c ti 54.7% ngi ni h s chn fast food vo bt c lc
no h thch, khng c nh thi im.
Mc d cho fast food l n ca phng Ty, nhng a s ngi c hi
(62.7%) u mong c c nhng n nhanh mang hng v Vit nam (khng tnh
cc mn qu vt). y l mt lnh vc m cc ca hng fast food hin ang cn b
trng.
Hin ti, hu ht cc ca hng n nhanh u b qua mn kem trong menu,
nhng c n 66.7% ngi c hi rt thch c kem trong menu ca ca hng n
nhanh.
V ung trong ca hng n nhanh: 10.7% thch ung c ga, 41.3% thch
nc tri cy, 32% thch sinh t, 8% thch cocktail v 29.3% thch tr .
2.2.3. Mt s yu t nh hng n quan im, thi v hnh vi tiu dng
trn, ti cp n cc yu t c nhn ngi tiu dng n nhanh. By
gi, ti s xt xem chng nh hng ti quan im, thi v hnh vi ngi tiu dng
th no.
u tin l gii tnh. Qu trnh phn tch cho ta mt kt qu rt th v : mc d
n gii chi tiu cho n ngoi nhiu hn hn nam gii, nhng mc chi cao th nam
gii li nhiu hn. Nhng kt qu cng cho thy, gii tnh khng h c mi quan h
vi khon chi tiu cho n ngoi hng thng.

39

Bng 2.10 : Gii tnh * chi tiu cho n ngoi hng thng
Crosstab
Count

Chi tiu cho n ngoi hng thng

5000001000000Di 500000
1000000
2000000
Gii
tnh
Total

Total

Nam

18

26

37

11

49

55

16

75

Tuy nhin, gii tnh li c lin quan vi nhn nh n nhanh cha t cht dinh dng
Bng 2.11: Gii tnh * n nhanh cha t cht dinh dng
Crosstab
Count
n nhanh t dinh dng
Rt ng
Khng c
Khng
Total
ng

kin
ng
Gii Nam
2
3
16
5
26
tnh
N
12
8
10
19
49
Total

14

11

26

24

75

Gii tnh cng c mi lin h vi nhn nh n fast food l mt thi quen snh iu:

40

Bng 2.12: Gii tnh * n fast food l thi quen snh iu

Crosstab
Count
n fast food l thi quen snh iu
Total
ng
Khng ng
Gii
Nam
0
26
26
tnh
N
14
35
49
Total
14
61
75
N cng nh hng ti vic thch nc tri cy, thch tr v thch c kem trong
menu ca ca hng n nhanh. Gii tnh cng c mi lin h vi yu t ngi quyt
nh a im n v vic chn cc qun tin ng.
V ni , ni c bit c lin h vi vic chi tiu cho n ngoi hng thng.
Bng 2.13: Ni * chi tiu cho n ngoi hng thng
Crosstab
Count
Chi tiu cho n ngoi hng thng
Di
500000- 1000000- Total
500000
1000000 2000000
Ni Hai B Trng
17
5
1
23

Hon Kim
6
0
1
7
Ba nh
2
1
0
3
ng a
5
4
0
9
Thanh Xun
8
2
0
10
Hong Mai
8
2
0
10
Cu Giy
2
0
1
3
Ty H
1
1
0
2
Long Bin
3
0
0
3
T Lim
0
0
1
1
Huyn Thanh
3
1
0
4
Tr

41

Total

55

16

75

Ni cng lin quan ti chi tiu cho mt ln n. N cng c tc ng n nhn thc

ca mi ngi v kh nng gy bo ph ca n nhanh. Ngoi ra, n cng lin quan
n cc bin: ca hng phi sch s, i n vi ng nghip v chn qun tin ng.
V nhm tui: nhm tui c chi phi ti tn sut i n ngoi ( bng 2.14)
Bng 2.14: Nhm tui * tn sut i n ngoi
Crosstab
Count
Tn sut i n
Di 1 tun
Nhm Di 14
tui 14-18
19-24
25-29
30-34
Trn 40
Total

1-2 tun 2-3 tun

Khong 1
thng

Trn 1
thng

Total

1
21
8
0
0
31

1
18
5
1
0
25

0
9
0
0
0
9

0
1
0
0
0
2

1
4
1
0
2
8

3
53
14
1
2
75

Nhm tui cng nh hng ti nhn nh n fast food l thi quen snh iu ( cng vi
gii tnh). N cn c quan h vi vic i n vi bn b, ng nghip, gia nh v bin
ngi quyt nh a im n.
V ngh nghip: bin ngh nghip cng ging bin ni , cng c tng quan
vi chi tiu cho n ngoi hng thng ( bng 2.15):

42

Bng 2.15: Ngh nghip * chi tiu cho n ngoi hng thng
Crosstab
Count
Chi tiu cho n ngoi hng thng
Di
500000- 1000000500000
1000000 2000000
Ngh Hc sinh
5
0
0
nghip Sinh vin
42
9
1
Cng chc nh nc
2
4
0
Nhn vin vn phng
4
2
1
Ngh khc
2
1
2
Total
55
16
4

Total
5
52
6
7
5
75

Ngh nghip cng lin quan vi vic chi tiu cho mt ln n, thch ung c ga, thch
kem trong menu, i n vi bn b, n vi ng nghip, gia nh, ngi quyt nh a
im n, chn qun c mn mi.
Chi tiu cho n ngoi hng thng cng c chi phi n khon chi cho mt ln
n.

43

Chng 3.

XY DNG CHIN LC MARKETING PHT TRIN CHUI CA

HNG QFOODS DA TRN KT QU NGHIN CU
3.1. Phn on th trng, la chn th trng mc tiu
Da vo kt qu phn tch trong Chng 2, ta c 3 tiu ch phn on th
trng : khu vc sinh sng, nhm tui v ngh nghip.
Tuy nhin, khu vc sinh sng t ra khng phi l mt tiu ch tt v, nh
phn tch trong phn cc yu t nhn khu, i vi ngi ni thnh khong cch gia
cc qun khng phi l qu xa, chp nhn c.
Nu phn on theo bin ngh nghip ta c cc on: hc sinh, sinh vin, cng
chc nh nc, nhn vin vn phng v cc ngh khc. Trong , on sinh vin
chim t trng vt tri, nhng khon chi cho mt ln n ca h li nh hn lc lng
i lm v ngc li vi cc on cng chc nh nc, nhn vin vn phng, ngh
khc.
Nu dng bin nhm tui phn on, ta s c cc on sau: di 14 tui, t
14 18 tui, 19-24 tui, 25-29 tui, 30-34 tui, 35-40 tui, v trn 40. Trong c 2
on: t 19-24 v 25-29 chim t trng ln nht, h cng l nhng ngi c tn sut i
n ln. Hai nhm ny nhu cu ca h cng tng i ging nhau, h cng nm trong
nhm thanh nin. Nu dng nhm tui lm tiu thc phn on th QFoods nn chn
c 2 nhm ny lm khch hng mc tiu.
By gi ta xt xem QFoods nn chn phn khc th trng no: sinh vin hay
nhm thanh nin (19-29 tui). Thc ra xt v tui th sinh vin ch l tp con ca nhm
thanh nin, QFoods nn chn on thanh nin ( gm nhng ngi t 19-29 tui), s
dng tiu thc phn on l nhm tui, v on ny kh ng nht, ln, v c kh nng
thanh ton tt hn phn on sinh vin.

44

3.2. Xc nh ni dung chin lc marketing trong 5 nm (2007-2012)

3.2.1. Mc tiu chin lc marketing
Mc tiu chin lc marketing:
100% khch hng tim nng bit v tin vo QFoods
Sau 5 nm s chim 50% th phn n H ni.
Th trng n H ni cn kh l t, cha c mt h thng nh hng no ni tri
ln c. Nu QFoods chng t c mnh l ngi vt tri v c h thng ca hng
rng khp H ni th n s l ngi dn u th trng th trng n nhanh, n
vt.
3.2.2. nh hng chin lc nh v
Mc tiu nh v : ( n 2012) l s la chn u tin ca gii tr khi i n ngoi.
Chin lc nh v: chin lc dn u v sn phm.
Tc l QFoods phi phn u cung ng cho khch hng nhng sn phm v
dch v i mi, tng thm ch li cho khch hng v hn hn sn phm ca cc i
th cnh tranh.
Trong giai on ban u, QFoods s phi ly KFC ( c coi l chui ca hng
n nhanh hng u H ni) lm chun c v sn phm, dch v, qui trnh sn xut. V
khng ch n thun l bt chc h m phi lm tt hn h. QFoods s phi nh k
gii thiu ra cc sn phm mi, c th l 2 tun 1 sn phm. Cc sn phm mi ny c
th l nhng sn phm xut hin trn th trng th gii nhng cha c mt ti Vit
nam m QFoods nhn nh rng n ph hp vi ngi Vit nam, sn phm mi c th
l cc mn n Vit nam c nu theo phong cch fast food. QFoods cng cn quan
tm n cht lng dinh dng ca cc mn n; phi m bo lm sao cung cp nhiu
s la chn cho khch hng hn hn i th cnh tranh, gim nguy c bo ph cho

45

khch hng do tng hm lng dinh dng trong mn n, khng ngng nng cao cht
lng phc v, tng tha mn ca khch hng. QFoods s phi l ngi i u trong
vic cung ng cc sn phm mi, dch v mi.
Cng c nh v: sn phm
QFoods s to im khc bit ca mnh thng qua tnh cht ca sn phm, v
phi l ngi u tin a ra cc tnh cht mi y. QFoods nng cao hm lng dinh
dng trong n c th l mt tnh cht mi, hay l n dnh cho ngi n king,
n giu canxi,.., ng i thit k ph hp vi c ngi khuyt tt.
QFoods cng s thay i kiu dng hin ti ca mt s mn n fast food phng
Ty cho ph hp vi ngi Vit nam nh l cho bnh hamburger mng hn, mt s
loi bnh kp th nh v thun hn
Bao gi s l mt yu t quan trng nh v. V QFoods hng ti khch
hng l thanh nin nn bao gi s phi thit k ph hp vi tnh cch, c tnh ca h.
Bao gi ca n nhanh c bit quan trng khi khch hng mua mang v ch
khng n ti ca hng. Do , s phi nghin cu su hn thi quen, hnh vi ca i
tng ny c th thit k bao gi cho ph hp vi hot ng ca h. Trong bao gi,
ngoi hp (gi) bn ngoi QFoods nn c thm mt lp giy lt bn trong ( y
phi l loi giy chuyn dng trong ngnh thc phm gi n), nh vy va th
hin thi n cn, quan tm ti khch hng, va tng tnh v sinh.
Trong chng trnh truyn thng, QFoods cn phi nhn mnh yu t: y l
nhng mn n c lm ch phc v cho ring ngi Vit nam, n c thit k
cho ph hp vi thanh nin Vit nam, v n l nhng n nhanh ca Vit nam ( hay
c Vit nam ha) v gii tr h rt thc n tng lp ca mnh.

46

Tiu thc nh v: mi l v quen thuc

Th hin qua sn phm: cc mn n Vit nam ( yu t quen thuc) c nu
theo phong cch fast food ( yu t mi l), v cc mn n fast food phng Ty mi
l - c nu theo hng v Vit nam quen thuc.
Th hin qua cch trng by ca hng, c nhng nt chnh c nh, to cm
gic thn thuc, mt khc vn c mt s im ph to cm gic mi l, nhng nt ph
ny c th thay i sau mt thi gian nhng phi ph hp vi th hiu ca khch hng
v ty vo tng chin dch marketing. Nhng nt chnh s c ly cm hng t nhng
kt cu quen thuc vi cuc sng hng ngy ca thanh nin.
Cc thng ip truyn thng s phi bt c yu t ny v khc su n vo
trong tm tr khch hng.
3.3. Marketing- mix
3.3.1. Chnh sch sn phm
Sn phm ng vai tr rt quan trng trong chin lc marketing. N l cng c
ca hng khng nh chnh bn thn mnh. Truyn thng tt m sn phm chng ra
g th kh lng c th thuyt phc ngi tiu dng quay li ln th hai. c bit, khi s
dng sn phm lm cng c nh v th vai tr ca n trong cc P li cng c nhn
mnh.
V chng loi mn n, QFoods phi nghin cu v ch bin c cc mn n
nhanh phng Ty, bi v phn ln khch hng vn quan nim mi tht l n
nhanh; phi c ht cc mn n hin cc i th cnh tranh nh KFC, Loteria ang bn,
v phi i trc h trong vic to ra cc mn mi. ng thi, QFoods cng cn tn
dng th mnh ca mnh l hiu bit v khu v ca ngi Vit nam, chuyn ha mt
s mn n Vit nam thnh n nhanh, a vo menu, dng n lm im khc bit i
chi li vi cc cng ty nc ngoi khi h mun tiu dit ca hng.

47

Bn cnh , cng cn ci tin cc mn n va h c th a vo thc n.

Mc d a s khch hng khng coi n l n nhanh, nhng h hu ht vn chp
nhn cc mn ny trong ca hng n nhanh. QFoods cng s phi truyn thng thay
i quan nim ny ca ngi dn, nh vy s c li hn cho ca hng.
Cn tng mc a dng ca ung trong ca hng, khng ch c ga, m
thm nc tri cy, v cng cn b sung mn kem vo trong menu ca ca hng na.
V kiu dng ca n. Hin nay, cc n nhanh trn th trng kh to v
dy, n khin ngi n phi cn ming qu ln. iu ny khng ph hp vi vn ha
n ca ngi Vit nam cht no, QFoods cn gim kch c ca mn n cho va ming
ngi Vit nam. Yu t ny cng c th dng to s khc bit: fast food dnh
cho ngi Vit nam.
Hin ti, QFoods nn tp trung cao xut x nguyn liu ngoi nhp ca mnh.
Cht lng l mt yu t khng th b qua, cn lp mt qui trnh kim tra cht lng
m bo cung ng sn phm c cht lng n nh, cng cn phi ch ti gi tr
dinh dng trong thnh phn mn n. y cng l mt yu t c th dng lm im
khc bit.
V bao gi: yu cu phi ghi thng tin v mn n nh thnh phn, gi tr dinh
dng, hm lng calo cung cptrn bao gi ca n nu n c bao gi. Mu
m, kiu dng bao gi s c thit k cho ph hp vi n. N cng cn phi sinh
ng v bt mt thu ht c i tng khch hng mc tiu.
3.3.2. Chnh sch gi
57.3% s khch hng c hi cho rng gi n nhanh Vit nam hin nay l
t. Thc ra gi thnh ca n khng n mc cao nh vy, nhng do n nhanh
i vi ngi Vit nam l mt th cn mi l v c coi l cao cp, do cc nh
hng bn n nhanh gi gi cao. QFoods nn nh gi n ca mnh da vo gi
ca cc i th ny. Th nht l trnh mt cuc chin v gi m li th v tim lc

48

ti chnh chc chn thuc v cc cng ty a quc gia. Th hai, QFoods c ngun thu b
p cho chi ph nghin cu, pht trin cc mn n mi, c bit l n nhanh mang
hng v Vit nam. Tuy nhin, trong thc n ca QFoods cng cn c cc mn n gi
di 15000 ng ph hp hn vi i tng khch hng mc tiu.
Kt hp vi bin sn phm trn, QFoods va gim kch c ca cc mn n,
ng thi cng gim gi tin ca chng nhng vn gi mt t l gia kch c v gi
tng ng vi ca cnh tranh ( khi xt cng mt mn). Mt mt, kch thch ngi
tiu dng n nhiu mn hn ( rt nhiu ngi n KFC v Loteria than phin rng
n qu ngy v h chng n c g nhiu); mt khc to cm gic gi r hn cho
khch hng.
3.3.3. Chnh sch phn phi
Ca hng nn t nhng ch tin ng qua li, tt nht l trn ng 2
chiu, khu vc tng i rng c ch xe thoi mi. Hin QFoods mi ch c
mt ca hng, nhng trong vng 5 nm na, nu thun li s m thm 2 n 3 ca
hng na, mc tiu l thu ht ti a khch hng ni thnh v c khch hng ngoi
thnh.
Trong phm vi H ni, QFoods khng cn p dng nhng quyn thng hiu.
Cc ca hng c tn QFoods c m ra s thuc quyn s hu ca Phng.
3.3.4. Chnh sch truyn thng
Vic truyn thng s phi thc hin c cc nhim v sau:
Ph bin thng tin mi ngi c c khi nim ng n v n nhanh
Qung b c thng hiu n nhanh QFoods 100% khch hng mc tiu
bit n v tin tng vo thng hiu
QFoods l thng hiu n nhanh ca Vit nam, c nhiu cht dinh dng
hn n nhanh phng Ty, c to ra ph hp vi ngi Vit nam.

49

QFoods l ni hi hp l tng ca gii tr

Cc cng c truyn thng:
Qung co:

Trn tivi, c bit l knh VTV3, VCTV

Trn mng internet: ti cc a ch c nhiu ngi truy cp

nh vietnamnet, vnexpress.. hay ti cc trang m thc, qung
co qua blog, status trong Yahoo messenger. QFoods cn lp
mt trang web ring, ti gii thiu ca hng, cc mn n,
a ch h thng cc ca hng ti H ni, nhn phn hi ca
khch hng, gii p thc mc, mang li cho ngi c
nhng thng tin m h quan tm nh thnh phn cc mn n,
lm th no gim cn, hay cc cch gi gn sc p
Trn cc tp ch m thc
Bao b: mu sc, kiu dng bt mt, s dng 2 gam mu ca
logo ca hng l bc v mu kem lm ch o
Pan n: pan n qung co ca hng QFoods s c t trn
nhng trc ng ln, nhng ch d nhn; n phi va qung
co c loi hnh kinh doanh ca ca hng, va ch dn
c ng i n ca hng li bt mt.
Mi trng c s vt cht hay trng by ca hng: tt c
cc cng c khc ch nhm mc ch cui cng l a
khch hng ti ca hng, nu trng by ca hng khng tt
s lm khch hng tht vng v ri b, hn na h cn cho
rng mnh b la v i ni vi nhng ngi khc. Nh vy l
khng ch cng sc, tin ca lm cc chng trnh khc b
ph hoi m khch hng cng b mt. Do , QFoods cn tht

50

ch ti mi trng c s vt cht ca hng. N phi p

ng c yu cu ca khch hng: sch s, nhn vin lch s,
ngoi hnh kh, phc v nhanh, nhit tnh; ca hng phi c
khng kh gia nh m cng, mi trng phi to cho khch
hng cm gic thn thuc, tuy nhin vn phi ni bt ln
c nt tr trung ph hp vi nhm tui ca khch hng.
Kch thch tiu th:
S dng trong thi gian u ca chng trnh marketing, c th bt gi mt s
mn n km nh khoai ty, ung; lin kt vi rp chiu phim t chc bc thm
trng thng v xem phim, hay lin kt vi tng cng ty thc hin chng trnh
khuyn mi cho.
Quan h qun chng:
Quan h vi bo ch h c nhng bi vit tt v ca hng, quan h vi cc
knh truyn hnh h a ca hng vo cc chuyn mc gii thiu qun n ngon ca
h.
3.4. Lp k hoch hnh ng
Trong na nm cui ca nm 2007, tt nht QFoods nn cng c li nhng
phm cht ca mnh, to nn tng cho chin dch marketing s bt u vo nm sau,
2008.
Chin lc sn phm s phi c thc hin xuyn sut trong 4 nm cn li
(2008-2012). Phn phi cng vy. Cn quan st cu th trng, ch m thm ca hng
khi m n tng xy dng ca hng mi.
Chin lc truyn thng: trong nm u phi t c mc tiu v mc nhn
bit thng hiu; s dng phi hp cc cng c truyn thng, cao qung co trn
tivi. Cc nm sau, qung co trn tivi ch mang tnh duy tr, nhc nh; gim mnh
khuyn mi.

51

V con ngi thc hin, kinh ph u t cng nh c ch phi hp th do nng

lc c hn, bn thn ti khng c kh nng ra cc kin ngh hay gii php.
Nu bn s tho chin lc ca ti c Phng chp nhn th cc phn ny s phi nh
cc chuyn gia c vn.

52

KT LUN
n nhanh l mt ngnh khng cn mi H ni, nhng li thiu cc cng ty,
h thng nh hng n nhanh ln. Xu th ngi H ni dng n nhanh ngy cng
mnh. Trong khi , mt s cng ty n nhanh th gii tuy c mt H ni nhng
cn mc thm d. Hn th, thc n ca h t ra cn xa l vi khch hng Vit
nam. V vy, c th ni lm cho n nhanh ph bin v ph hp, v l n quen
thuc ca ngi Vit nam chnh l s mnh ca QFoods. QFoods nn nm ly c hi
ny m gng sc thc hin, khng phi ch v s tn ti ca ca hng m chnh l v
nim t ho ca dn tc.
Bi vit ny tuy c nhiu hn ch, nhng n l cng sc v tm huyt ca ti
i vi QFoods, ti hi vng rng ban lnh o ca QFoods s tm c nhiu iu ch
li cho QFoods y.

53

NHN XT CA C S THC TP

54

DANH MC CC CH VIT TT
TNHH:

trch nhim hu hn

UBND:

y ban nhn dn

TP:

thnh ph

DNNN:

doanh nghip nh nc

NN:

nh nc

TTTM:

trung tm thng mi

P. :

phng

PTTH:

ph thng trung hc

H:

i hc

55

DANH MC BNG, BIU, S

S 1.1. C cu t chc ca cng ty; (trang 6)

S 1.2. C cu t chc ca Phng ; (trang 10)
Bng 1.1: Trnh hc vn ca lao ng trong cng ty;( trang 8)
Bng 1.2: Mt s ch tiu ti chnh, ( trang 16)
Bng 2.1: Tn sut i n, (trang 31)
Bng 2.2: Ngi quyt nh a im n, (trang 32)
Bng 2.3: Ca hng bn fast food v qu vt l ca hng n nhanh, (trang 34)
Bng 2.4: Ca hng phi sch s, (trang 35)
Bng 2.5: Ca hng phi tin ng i li, (trang 35)
Bng 2.6: Ca hng phi c ch xe, (trang 36)
Bng 2.7: Thi gian phc v phi nhanh,( trang 36)
Bng 2.8: Cm gic ca hng to ra ,( trang 36)
Bng 2.9: Mi trng khng kh ca hng,( trang 36)
Bng 2.10: Gii tnh * chi tiu cho n ngoi hng thng, (trang 39)
Bng 2.11: Gii tnh * n nhanh cha t cht dinh dng,( trang 39)
Bng 2.12: Gii tnh * n fast food l thi quen snh iu, ( trang 40)
Bng 2.13: Ni * chi tiu cho n ngoi hng thng, (trang 40)
Bng 2.14: Nhm tui * tn sut i n ngoi,( trang 41)
Bng 2.15: Ngh nghip * chi tiu cho n ngoi hng thng,( trang 42)

56

PH LC

1. Bng hi dng trong cuc nghin cu:

I HC KINH T QUC DN
KHOA MARKETING
LP MARKETING 45B

H tn ngi tr li:

M BNG HI

Gii tnh: Nam, N

a ch: __________________________________________________________
Phng __________________________Qun:______________TP:___________
in thoi (nu c):_________________________________
H tn phng vn vin: Nguyn Ngn Giang
Xin cho bn! Tn ti l Nguyn Ngn Giang , ti l sinh vin khoa marketing trng
i hc Kinh t quc dn. Hin ti ang lm mt cuc nghin cu v hnh vi ca nhng ngi
tiu dng n nhanh. Xin bn bt cht thi gian tr li ti mt vi cu hi. Xin cm n s
cng tc ca bn!

57

Phn 1
Cu 1
Xin vui lng cho bit bn thuc nhm tui no sau y:

Code
Di 14
14-18
19-24
25-29
30-34
35-40
Trn 40

Cu 2
Xin bn vui lng cho bit ngh nghip ca bn thuc nhm no sau:

1
2
3
4
5
6
7
Code

Hc sinh
Sinh vin
Cng chc nh nc
Nhn vin vn phng
Ngh khc (ghi r):

1
2
3
4
5

Cu 3
Xin bn cho bit thu nhp ( hay tng cc khon thu) hng thng ca bn l bao nhiu:

Cu 4
Bn c th cho bit chi tiu hng thng cho vic n ung ngoi ca bn nm trong
khong no :
Di 500.000
500.000-1000.000
1000.000-2000.000
Trn 2000.000

Code

Cu 5
Xin cho bit khong bao lu th bn i n mt ln

Code
< 1 tun
1-2 tun
2-3 tun
Khong 1 thng
> 1 thng

1
2
3
4

1
2
3
4
5

58

Cu 6
Trung bnh mt ln n bn tiu ht bao nhiu? ___________

Cu 7
Theo bn, gi l :

Code
Hp l 1
Hi t 2
R 3

Phn 2
Cu 8
Theo bn, n nh th no th c gi l n nhanh?

Cu 9
Bn c cho rng cc mn qu vt ca Vit nam ( cc mn trn, cc loi bnh, quy) l
n nhanh khng?
C
Khng
(chuyn n cu 9a)
Cu 9a
Nu mt ca hng va bn n nhanh, va bn nhng mn ny th bn c cho l
mt ca hng n nhanh khng?
C
Khng

Code
1
2
Code
1
2

Cu 10
Code
Khi n fastfood, bn c n thnh phn ca mn n khng (v d, n cha bao
nhiu lng cht bo)?
C 1
Khng lm 2

59

Cu 11
Bn hy cho bit quan im ca mnh vi nhn nh sau:
5432
Code n nhanh cha rt t cht
dinh dng ( C11a)
Phn i kch lit
Khng ng
Khng c kin
ng
1
Rt ng

n nhanh d gy bo ph
( C11b)

Cu 12
Theo bn nn i n bao nhiu ln mt tun ( hoc 1 thng) l thch hp?
Cu 13
Xin bn cho kin v vn sau: cc cng ty bn n nhanh cn ghi r cc thng tin
v mn n (nh thnh phn, gi tr dinh dng, lng calo cung cp) trn bao gi ca
mn .
iu ny l cn thit
iu ny khng cn thit
Khng c kin

Code

1
2
3

Cu 14
Code
Xin bn cho bit kin v nhn nh: n fastfood l mt thi quen snh iu.
ng 1
Khng ng 2
Cu 15
Bn cho rng gi n nhanh Vit nam hin nay l:

Code
t 1
Va phi 2
R 3

60

Cu 16
Sau y xin bn cho bit quan im ca bn v mt ca hng fastfood tiu chun:
C16a. Ca hng phi sch s, ngn np
Code
1
1
2
2
3
4
C16f. Mi trng, khng kh ca hng phi
n o, no nhit
lng mn
khng kh gia nh, m cng
khc:
1
2
C16e. Ca hng to cho bn cm gic
Mi l vi mi ln n
Thn thuc
1
2
C16d. Thi gian phc v phi nhanh
Cn thit
Khng cn
1
2
C16c. Ca hng phi c ch xe
Cn thit
Khng cn
Cn thit
Khng cn
1
2
C16b. Ca hng phi tin ng i li
Cn thit
Khng cn

C16g. cc tiu chun khc:

61

Cu 17
Xin bn cho bit bn hay s dng cc phng tin truyn thng no:

Code

Ti vi
)
Bo
( bn hay c bo no nht:
)
i
Mng Internet
Phng tin khc :____________________

( knh no bn hay xem nht:

Phn 3
Cu 18
Khi vo ca hng n nhanh, bn thch

2
3
4
5
Code

T phc v 1
c phc v 2

62

Cu 19
Bn c thch c khng gian ring t khng?

Code
C 1
Khng 2

Cu 20
Bn thch n n nhanh vo: (bn c th c hn 1 s la chn)

Code

Ba sng
Ba tra
Ba ti
n nh ban m
Khng c nh thi im

1
2
3
4
5

Cu 21
Code
Bn c thch c n nhanh mang hng v Vit nam khng ( v d nh mn sn xo
chua ngt )?
C 1
Khng thch lm 2
Cu 22
Bn thch dng ung g?

Code
ung c ga
Nc tri cy
Sinh t
Cocktail
Tr

Cu 23
Bn c thch c mn kem trong menu ca ca hng n nhanh khng?

1
2
3
4
5
Code

C 1
Khng 2
Phn 4
Cu 24
Khi bn i n, bn thng i vi ai?

Code
Bn b
ng nghip
Gia nh
i tng khc

1
2
3
4

63

Cu 25
Thng th ai l ngi quyt nh a im n ca nhm?

Code

Bn 1
Thnh vin khc:______________ 2
Vai tr ca mi ngi nh nhau 3
Cu 26
L do nhm chn a im n

Code
Qun quen
Qun nu ngon
Qun ni ting
Tin ng
Qun mi
Qun gi r
Qun c mn mi
Ngi xut i n ch nh
Khc :_______________

Cu 27
Bn tng n KFC hay Loteria cha ?

1
2
3
4
5
6
7
8
9
Code

C 1
Cha 2
Cu 28
Nu c, ln gn y nht bn n l khi no ?

Code
Cch y vi ngy
Cch khong 1 tun
1 - 3 tun
1 thng
Hn 1 thng

Cu 29
Xin bn vui lng cho bit cm nhn ca bn khi n :

Bng hi ca ti n y l kt thc, xin chn thnh cm n s cng tc ca bn !

1
2
3
4
5

64

2. Thng k cc phng tin truyn thng c khch hng ca n nhanh s dng:

tivi

Valid

c
khng
Total

Frequency
48
27
75

Percent
64.0
36.0
100.0

Valid
Percent
64.0
36.0
100.0

Cumulative
Percent
64.0
100.0

Valid
Percent
30.7
69.3
100.0

Cumulative
Percent
30.7
100.0

Valid
Percent
4.0
96.0
100.0

Cumulative
Percent
4.0
100.0

Valid
Percent
68.0
32.0
100.0

Cumulative
Percent
68.0
100.0

bo

Valid

c
khng
Total

Frequency
23
52
75

Percent
30.7
69.3
100.0
i

Valid

c
khng
Total

Frequency
3
72
75

Percent
4.0
96.0
100.0
mng internet

Valid

c
khng
Total

Frequency
51
24
75

Percent
68.0
32.0
100.0

phng tin khc

Valid

c
khng
Total

Frequency
2
73
75

Percent
2.7
97.3
100.0

Valid
Percent
2.7
97.3
100.0

Cumulative
Percent
2.7
100.0

65

TI LIU THAM KHO

TING VIT:
1. Philip Kotler (2003), Qun tr Marketing, Nxb Thng k
2. PGS.TS. Nguyn Vit Lm, (2004), Gio trnh Nghin cu Marketing, Nxb Thng
k
TING ANH:
1. Leon G. Schiffman, Leslie Lazar Kanuk, (1997), Consumer Behavior, Prentice Hall
International, Inc
2. www.wikipedia.org