K I W H P O f l N M NANG LtfC CANH TRANH CHUdi CUfA HANG rHUUNG HIEU BURGER KING TROI DIA THI TRI/OING HA NOI: THtfC TRANG VA GIAI PHAP Cao Tuan Khanh Tnidng Oai hoc ThUdng mai Email:
Trang 1Q g f l N T R ! K I W H P O f l N M
NANG LtfC CANH TRANH CHUdi CUfA HANG
rHUUNG HIEU BURGER KING TROI DIA THI TRI/OING HA NOI:
THtfC TRANG VA GIAI PHAP
Cao Tuan Khanh Tnidng Oai hoc ThUdng mai Email: caotuankhanh2000@^hoo.com
Ngay nh$n: 08/08/2017 Ngay nh$n I9I: 24/08/2017 Ngay duy$t dang: 28/08/2017
Qiet tip trung nghien ctfu cac yiu ti cau thanh/cac tiiu chl dinh gia NLCT cua chuoi CH burger King trin d{a thi trUdng Ha Ndi nham xie djnh v/ the va ning cao nang luc canh tranh
a Buiger King - mdt thUdng hieu do an nhanh nii tiing cQa Mp ve san pham hamburger trin thi gidi
in CO sd dSi sinh vdi cac doi thu canh tranh tren cOng dia b^n la KFC vi Pizza Hut
Ttf khoa: chui! cOa hing, nang tuc canh tranh, do an nhanh
1.Gidithi$u
Vdi xu the hdi n h i p v i t o i n c i u hda kinh td s i u
ng trong nhOng nam qua Viet Nam da ehdng
;n nhi3ng bien doi va budc phit trien toan didn
kinh te xa hdi Bang ehOng la su du nhap nhdng
hudng phong each v i thdi quen tidu dCing cua
lUdng Tiy tCfng rat xa la ^ i m ehi la khae biet
lan toan vdi v i n hda V i i t Nam Mdt trong nhOng
hudng nay l i su bung nd va lan rdng cua nginh
ing kinh doanh dich vy mdi an uong trong dd dd
nhanh {fast food) chinh la mgt trong nhQng
anh cd tidm n i n g p h i t then manh me
Trong khi nhieu ngudi dan Vidt Nam v i n trung
Itnh vdi do i n nhanh via he truyen thdng, thi mdt
phin khdng nhd ngudi d i n , trong dd cd t i n g
3 du hpc sinh va thanh nidn fre dang ehuyen
ng fy nudc ngoii do ehd" ngdi sach se, thai dd
ung dam da eua thiie an Vdi cd cau dan sd hdn
% la dan sd d dd tudi lao ddng va 50% d i n so
gidi trd nang ddng, Vidt Nam l i fhi trudng tiem
ng khdng the bd qua eCia e i e thUdng hidu dd an
anh Sy gia nhap ngay eang t i n g eua eae
Jdng hidu ndi tieng nhu KFC, Lotteria, Jollibee,
'Z3 Hut, Dominos Pizza, McDonalds khien
D thj trudng thdc i n nhanh cda Viet Nam n g i y
c i n g cd su canh tranh gay gat, ddi hoi de tao dung eae thUdng hidu phai khdng ngCtng sing tao v i nang cao nang luc canh tranh eua minh
TO n i m 2013 cho ddn nay vdi nd'lye didu h i n h chinh s i c h , t h i o gd khd khan eho nen kinh te phuc hdi kinh te the gidi, kinh te trong nude bat
d i u cd su cai thidn d i e bidt ghi nhan mdc tang trudng ddt p h i trong nam 2015, dae biet tang trudng kinh te tinh rieng trong nginh djch vu chi dat 6.32% giai doan 2011-2015 thap hdn mtic 7,64% cQa giai doan 2006-2010 Cd the thay, du
ed dau h i i u phuc lidi song ndn kinh te Viet Nam
v i n dang ddi m i t vdi nhieu khd khin do anh hudng cua cudc khiing hoang kinh te trude dd
cy thd l i eho s i n pha'm an udng ed su suy giam,
m i t vdi nhidu thich thdc khi quy md thj trudng dang bj thu hep
ThUdng hidu dd an nhanh Burger King la mdt thuong h i i u dd an nhanh noi tieng ciia My ve san fdn k h i mdi lg ddi vdi ngudi tidu dung Viet Nam, hinh thdc nhUdng quyen thUdng mai cho t i p d o i n
khaa hoc _
Trang 2|QU(SHTRiKmHPOflNa^|
IMEXPAN PACIFIC L i thUdng hidu ddn sau khi
hoang, do do so vdi e i c nhan hing khae khien
Burger King g i p khdng if khd khin de khang djnh
fen tudi eung nhu de ngUdl fieu dung Viet Nam biet
tdi, vi thd tang eUdng v i n i n g cao nang lye eanh
tranh l i van de tien quyet cCia thUdng hidu neu
mudn g i y dyng chd"dQng tai thj trudng Vidt Nam
C i u hdi d i t ra ctia b i i viet n i y t i p irung v i o van
thd eanh tranh v i ning eao nang lue cgnh tranh
trudc eac thuong hidu nd'i tidng khic da ed mgt
tren thj trudng thQe an nhanh d Viet Nam
2 Cd sd ly lu#n
2.1 Chuoi ciia tiang thtfc pham doan nhanh
Theo Berman & Evans trong cudn "Retail
Management: A Strategic Approach", chudi eQa
hang b i n le bao gdm nhieu cQa hing b i n le thinh
vidn duge td chdc vd quan ly tap trung theo mgt he
ban le td ehQe theo chudi vdi eac cQa hing hoat
ddng ddn le l i
- Ve sd luong mdt chudi thudng ed tQ 2 eCra
hang thanh vien trd len;
- Ve ehung loai hing hda, ehudl thudng cQng
ban mgt chung loai hing hda vdi g i i thdng nhit tai
tat ca c i e eQa hang thanh vien;
- Chudi cQa hang duge sd hQu to ehQc quan IJ
v i dieu hanh thong nhat tap trung;
- Td chQe mua hang trdn quy md ldn de thu hut
dUdc su uu dai ve g i i , su hd'trg ciia cic nha cung
cap trong eae hoat ddng marketing, tiet giam chi
phi mua hing (phan quan trgng nhat trong
chinh sach mua hing cua chudi)
TQ dd cd the hieu Chuoi cQa hang thye pham
dd i n nhanh l i hd thdng eic eCfa hang do an
nhanh dUdi cung mdt thUdng hieu, theo cOng mdt
md hinh kinh doanh v i quin IJ', cung c i p chat
lugng san phi'm v i phong each b i i th phuc vy nhU
dmh mue tieu hudng tdi
Cac cQa hing dd an nhanh (fast food) thudng
duge phin bd d cae dUdng ed m i t dd ngUdi di !ai
cao hoae md fai cac frung t i m thUdng mai ndi
tidng, khu vui ehdi giai tri hoae d|a diem du lich ndi
kinh doanh thuc pham do an nhanh:
+ Md hinh thd nhat i i d i t v| tri kinh doanh tai
eie khu pho sam uat, n g i ba nga tu Hinh thQe
niy phu hop vdi eac thUdng hidu do an nhanh da
vdi ddi tugng khich hing gidi tre
khoa hoc = ^ = ^ ^ ^ ^ ^ ^ ^ ^ _ _
38 thifdngmai
+ Md hlnh thQ hai l i d i t vj tri kinh doanh trong eie khu vui chdi giai tri trung t i m thuong mai lan eho c i c thudng h i i u mdi dang x i y dyng tdn tudi
He thdng chudi eQa h i n g do i n nhanh duoc cho l i h i thdng cQa h i n g cd su phit tridn nhanh chdng, d i y dac v i rdng Idn B i n cgnh do ntS ci
c i e ttdu chudn ndng ve bang hidu, mdn an djch vu
di kem, edng thQe che bien Ngoai ra, chudi cila hing dd i n nhanh cd d i e trung khic bidt so vdi he thdng phin p h ^ san pham khic do l i lien ket theo chieu ngang, d tat ea cac cQa hing trdn toin cai
ca eung nhu thiet ke b i i trf, tidu chudn phucvtj nhu nhau
2.2 Nang Itfc c^nh tanh
Theo Michael E Porter, nang lyc eanh Irani'
cua doanh nghidp l i kha nang vugt qua cac S6
thu canh tranh dd duy tri v i phit tridn chinh bar thin doanh nghiep dd tao ra gia trj gia tang cac phu hgp vdi nhu eau khich hing, ehi phi thap viy, nang lUc eanh tranh cd the hieu l i kha nSnj
khai thae, huy ddng, quan ly v i sQ dyng ck
ngudn IUc va c i e dieu kien khich quan mpt cact
ed hieu qua nham tao ra lgi the canh tranh tniflt ddi thu, dam bao cho doanh nghiep cd thd ton ta
v i phat then trdn thj trudng Thdng thudng ngufl nghiep thdng qua eae yeu td ndi tgi nhu quy mo kha ning tham gia eanh tranh v i nit khoi th frudng, san pham, nang lUc quan ly, ning suat lac ddng, trinh do edng nghd Tuy nhien, kha nam (Nha nude va eac the chd trung gian) Doari nghiep nao ed kha nang ddi mdi va sing taoliii thi doanh nghidp dd cd kha nang eanh tranh cao kha ning thda man day dQ tdt ea nhiing yeu c| eua khaeh hang Thudng thi doanh nghiep colij the ve m i t n i y v i cd hgn ehe ve m i t khac Van di
Cd ban l i , doanh nghidp phai nhin bidt dtjgc diei
n i y va cd gang phit huy td't nhQng diem mgnh m
minh cd de dap Qng tot nhat nhQng ydu cau ciii khaeh h i n g NhQng diem manh va diem yeu bei trong doanh nghidp duge bieu hien thdng quaca hoat ddng chu yeu cQa doanh nghidp nhU markel ing, tai chinh, san xuat, cdng nghd quan trj, li'
nang lyc canh tranh la mdt khai ni$m dpng, &i<i
cau thanh bdi nhidu yeu to va ehju sU tac don cua ea mdi trudng vi md v i vT md
Trang 3IQaflNTRIKINHPOPrilll
3 PhUdng phap va pham vi nghien cthi
B i i viet tap trung nghien eQu c i c ydu td anh
hudng va ndi dung chu yeu NLCT thdng qua c i c
chudi CH Burger King tren dja th; trudng H i Ndi
Tip trung nghien cQu v i khao sat c i c khich
hing d i n h g i i trdn cd sd do\ s i n h e i e ddi thu
oanh tranh trdn cQng dja ban la KFC va Pizza Hut
Cl d i y cd thd hieu, m ^ mdt thUdng hieu la mdt
khii nidm hdn hgp t o i n didn cua nhidu thude tfnh
de tao ndn sy k h i c bidt vd sQc canh tranh cua
thUdng hieu Chinh vi the de x i e dmh d i i so NLCT
phai dya trdn vide danh gid tdng hdp c i c thudc
tinh tgo ndn thUdng h i i u dd
SQ dung khao sat bang bang hdi de nhin djnh
dude sy nhan biet, quan tam va danh g i i c h i t
luong cua ngudi fidu dung ve dd an nhanh cQa
tren eung dja fhi trudng (KFC, Pizza Hut) XQ ly dQ
liiu bang phan mem excel 2007, tim gia trj tmng
binh cua tham so, tim dd Idch eiiua'n cua cae gia
qua dd x i e dinh dd chinh x i e cua mau
4 Kdl qua nghien cQu
Qua didu tra frac nghidm e i e khaeh hang sQ
dyng eac san phdm cua chudi CH thuong hidu
Burger King trong sy ddi sanh vdi c i c d ^ thu canh
tranh tren eCing dja b i n cho thay ehi sd nang luc
canh tranh eua chudi CH thUdng hieu Burger King
nhu sau:
Bang 1 ; Chi so NLCT Burger King
4.1 PhSn tfch so sanh NLCT cua chuoi CH Burger King vdi c^u&dia hang KFC
Chl sd NLCT eua Burger King la 3,005, eua KFC l i 3,536 v i chi sd NLCT Wdng dcM cQa
so khao sat khoang each chenh lech dd, x u i t phat
tQ nhOng die'm yeu eua Burger King U'ong 3 ydu td
da dgng san phi'm, hd thdng phan phoi va gia ca Burger King va KFC tn^ng khi danh gia nang lue eanh tranh KFC ciia khach hang ve ydu t d da 4,71 v i gia l i 3,15 thi ddi vdi Burger King nhQng ehi sd dd lan iUdt bang 2,12; 1,83 v i 2,1 Id kha the ro r i t nhu ehat lugng san phi'm dugc d i n h g i i dat 4,04 diem; giai quyet khieu nai 3,44 v i an toan
vd sinh l i 4.03 (xem bang 1 & 2)
4.2 Phan tft^ so sanh NLCT ciia chuif ctfa hang Burger King vdi chuoi cHa hang Pizza Hut
Chi sd NLCT cQa Pizza Hut dQng vj tri dau tien vdi sd die'm l i 3.579 (bing 33) chi sd NLCT tUdng ddi cda Burger King so vdi Pizza Hut l i : 0,84 M i c Hut b| dinh gia thap hdn KFC tuy nhien tren tdng the c i c ydu to NLCT eua Pizza Hut lai ed sy ddng deu va ed nhieu didm s i n g ndi frdi nliu ehat iupng djeh vu trung binh deu duoc d i n h g i i d mQc fren 4 didm Co the ndi Pizza Hut l i thUdng hidu d i UiUc hi6n rat tdt trong vide khae phuc thu hep nhQng han
ehe eiia minh nhu
Ch^l lUQnq san pham
Oa danq s^n phim
H$ thonq phin Dh6i
Chit lupnq dilm phSn phffi
Khuvin mai
Qu^nq cao truven (hfinq
Gia
Thai do phuc vu
Giai qiivet khieu nai
An loin v$ sinh
Uv tin thuonq hi^u
Gia tn cua cac
ctlltleu 3,96 1.83 3.23 3.043 2.09 2.1 4.04 2,9 3.44 3.27
D«l$dl chuin 0,484 0,4832 0,4783 0,474 0,484 0,4788 0,5 0,4845 0,44163 0,4986 0,496 0,4678
D9 quan ttpng cOa cac chl tteu 0,094 0,068 0,1 0,079 0,083 0,09 0,074 0,083 0,077
Chl so NLCT chua cua thuang hi$u
3,005
(Nguin: XO ly' bang phan mim excel)
phan p h ^ , g i i ca ddng thdi phit huy tdi da Igi the eQa minh l i chat lugng dich vu dd dgt di/dc NLCT toan di$n Day
l i chien lUdc canh tranh kha dung dan tgi m i Burger King can hpe hdi
4.3 NhQng ff)anh cong va ban chevi NLCT cua diuoJctfa hang Burger King 4.3.1 NhQng thanh cdng
Thinh edng cQa Burger King t i p trung 6 ba diem
^ k l i o a IIOC ^
Trang 4QUfiN TRI KINH DOflNHh
Band 2 ; Chi sd NLCT cua thUdng hidu KFC
Chat luonq san pham
Da dgnq san pham
He thonq phSn ph6i
Chat lugnq diem phan ph6i
Khuyen mai
Quang cao truyen thfing
Gia
Thai do phuc vu
Toe dp phuc vu
Gidl quyet khieu nai
An toan v# sinh
Uy tin thUdng hieu
Gia trj cOa
cac chl b'Su
2,99
4,71
3,95 4,11 3,15 3,02
2,85 3,18
O^l^ch chuan
0,427
0,521 0.505
0.497 0,485
0,489
0,507
€>$ quan trgns cua cac chl tieu 0,094
0,1
0,079
0,083 0,093 0,09 0,074
0,083
Chl sff NLCT chuSIcua thuang hi$u
3,536
(Nguon: XO I'y bang phan mem excel)
Bang 3.- Chi so NLCTcOa thtfdng hieu Pizza Hut
Chat ludnq san pham
Da dang san pham
Chat luang diem chan phoi
Khuyen mai
Quang cao tnjygn thong
Gia
Thai do phuc vu
Toe dfl phuc vu
Giii guy el khieu nai
An toan ve sinh
Uy tin thuonq hieu
Gia tn cOa
cac d i l tieu
4,05
3,18
3,32
2,97
3,2
4,02 4,01 3,77
D$l$ch chuan 0,472 0,497 0,507 0,45 0,491
0,426
0,477
0,427 0,45
0 $ q u a n trpng cOa cac chl tieu 0,094
0,1
0,079 0,082 0,083 0,093 0,09 0,074
0,083
Chi so NLCT chuot cOa thuang hl$u
3,579
(Nguon XO ly bang phan mim excel)
manh chinh la ngudn t i i chinh vQng manh, ehit
lugng dfch vu dupc dinh gia cao v i v i n hda tap the
Ngudn t i i chinh: vdi ngudn t i i liie doi ciao v i
dau tu manh me eua ca phia thUdng hidu chinh v i
ddn VI mua nhugng quydn tap doan IPP, giOp
Burger King tgi Vidt Nam du dang ddi m i t vdi
nhieu thdeh Ihtle tai th| frudng nhung v i n dtj ti; tin
canh franh dudng dai vdi cae fhUdng hidu i n
nhanh l<hac Vdi sij dau tu Idn ho khdng qua lo
ngai dCi hudng chien lupe kinh doanh thdi gian dau
chua dtjng dan, nhOng ke hoach eai fd thay dd'i
khoa hoc
chien luOe v^n ludn dugc ban didu hinh l i n l
hd khuyen khieh th$|| chi ngay eang gia tSfil
la mdt Igi the dd Buig^ Kirig trong tUdng lai phl^ trien trd thinh thuoiig
hieu fast food hing 6m
Viet Nam Chat lugng d[eh vu; Burger King trin the gidl vdn da tao dUnguy tin cao ve chat luqng dich VLl bdi tap khach hang hp hudng tdi IS nhOng t i n g Idp frung luu trd ndn trong xa h^i,
do dd ngay tCl dSu thUdng hieu da rat chu lugng djch vg tao si/ vugt trdi hdn so vdi Ccic ddi thu canh franh Tgi Vidt Nam CLI the la thj trudng H i Ndi phUdng cham dd c i n g dUdc ttil hien manh me, Burger cudc dua thj phan thdng qua viec gianh
m i t bang nhU thdi gian dau d thanh phd Ho Chl Mmh, thay v i o dd cac diem ban tgi Ha Nfii dang thue hidn kl hogch t i p trung nSng cao e h i t lUdng tO£ln dien tCi cd sd v i t chat, chat iugng san pham,
va d i e bidt la chu^n hda ddi ngu nhan luctCf nhdn vidn den quan 1^ D i e biet vi tri quan ly cd thdi gian d i o tao gan 2 t h i n g thdng qua hdn 3
k^ hem tra gat gao v i khoang 1 thing danh gia
thilc trd thanh shift - sup Ngoai ra Burger King rat quan tam tdi viec huan luyen nhan vien cac
ky n i n g mdm, xO ly tinh huong vdi khach hSng, quan ly dao tao thudng xuyen cd stJ theo doi
n h i n vidn l i m vide tgi c i c cisa h i n g de co the
Trang 5nhan vien ky nang xd ly, tC( dd due rut ra nhOng
kmh nghidm frong cdng vide
van hda tgp the Neu d i , dang va fCing l i m vide
tai Burger King Ha Ndi thi se thau hieu v i cam
nhan s i u sac tinh than doan ket tap the Mdt phan
nen gan nhu e i e eiia hang ludn ed su trao doi hd"
trg nhau ve mgi mat nhu hd'trg vd hang hda, n h i n
liJe Cac nhin vien hay quan i'y cd the dugc luan
chuyen d|a didm l i m vide theo giai doan nhat
djnh, v) thd thuin tidn trong vide tgo eau noi lidn
mdt t i p the hda ddng, gan gui
4.3.2 NhOng han che/tin tai
Bdn canh dd, Burger King tai Vidt Nam ndi
ehung v i Burger King Ha Ndi ndi ridng cdn tdn
xuat phat fCi hogt ddng marketing NhU san
pham cOa Burger King Vidt Nam hidn nay tuy cd
hda vdi thj trudng Viet Nam nhu xuat hidn mdn
g i va cdm trong thi/e ddn, tuy nhidn xet m i t
bang ehung so vdi eac thUdng hieu nhu KFC,
Loffe, Jollibee Burger King van edn k h i han
che trong vide phat frien tht/c ddn Ve mgng ludi
phin phcM cOa Burger King khdng h o i n t o i n
nam d vide sd lUdng cila hang cdn han ehe so
tinh hidu qua eua c i e diem phan phoi dd Vide
khao sat thi frudng d i t md cda h i n g cd ydu to
quyet d|nh Idn de eila h i n g dd kmh doanh hieu
chi thdng qua nhin n h i n k h i c h quan ben ngoai
nhu so lupng d i n cu, hoat ddng kinh doanh
nhieu, hay mat bang thue dep Od ehi l i phan
khii q u i t ma cd the de'dang nhan dmh, nhung
dd danh gia dja didm p h i n phoi tot bd phan
nghien ciJu thj frudng can tim tiieu vd eac ydu td
thdi quen tieu diJng , vd su an toan, ve su
cd the dLfng dd'xe Vi the can dpi ngu ngudn
n h i n li/c nghien cisu thj trudng phai dam bao
tinh chuyen mdn, nhUng thyc te tai H i Ndi c i c
hoat ddng dd deu do chinh quan ly khu vUc tu
tht/c hien, ft/ d i n h gia
5 Giai phap
Trdn co sd nghien edu fhiJc frang NLCT cua
chudi cila hang Burger King trong ddi sanh vdi c i e
ddi thil trdn eCing dja thj trudng, t i e gist de xuat
cOa hdng Burger King
1 QUBH TRI Kinn POBWH |
5.1 Nhom giai phap nang cao cac cap d$ NLCT
- Cap dd chile nang: nhOng ton tai eua Burger
King chiJ yeu xuit phat td vide thidu hut cac thdng khich hang dan tdi nhQng nhan dmh sai lam trong vide lua chgn phin doan khach hang cung nhU dUa
ra nhi3ng chien luge kinh doanh khdng hidu qua Vi
le do d i u tu cho hoat ddng nghidn cdu, ktiao s i t thj trudng l i v i n dd cap Uiief etJa Burger King + Nghidn etJu ehuyen s i u , p h i n tich d i e die'm khaeh hang muc tieu, dua tren nhQng ttidng fin
n h i n khi'u hge de dua ra quyet dmh d i t md cDa hdn trong da dang hda san phdm l i mdt trong nhQng han chdcCia thUdng hidu
- C i p do kinh doanh: he tiidng hoat ddng eua Burger King k h i c h i t chd khi hoat ddng kinh
doanh eiJa e i e cila hang ed su theo ddi, g i i m s i t
e i c bao eao ve doanh sd, chi phi hing hda, luu lugng khich cap nhat h i n g tuan Tuy nhien de dua
ra nhOng chi tidu v i p h i n giao ke hoach kinh doanh hidu qua va chinh xae khdng ehi phii thudc ddn gian v i o vide b i o c i o eon sd nhd c i e edng ey cdng nghd, m i quan trgng hdn can sU trao ddi
ve tinh hinh kinh doanh ddn hai phia eCra hing va phdng kinh doanh
- Cap do doanh nghiep: sai lam khi thieu sy nhin dinh fhi tn/dng toin dien da khidn Burger King
du dUdc hd'trd t i i chfnh vQng mgnh v i cd uy tin
Gd the thay dd d cap dd nao thi phan tich dO lieu
thdng tin deu rat quan trong, v i 6 cap dd doanh chidn luge cho toan bd h i thdng Ning cao kha ning phin tfeh thj trudng, md rdng tam nhin dd dinh gia cd hdi, kha nang phat then canh tranh d tiij giQa ehi phf va doanh thu, nhOng bien dd'i th| trudng trong nganh, kha nang gia nhap etja cac thUdng hidu mdi), tim kidm c i c dogn khach hing cd tiem ning cdn bd ngd v i ed kha nang phit huy dugc igi the canh tranh cija fhUdng hidu nhieu nhit
5.2 Nhom giai phap hoan thign va nang cao cac yeu to cau Oianh NLCT
- Md r^ng quy md nin khach hing + T i p trung dau tu cho cac hoat ddng truyen
thdng, quang ba thUdng hieu hudng den cac doi
khpa hoc
Trang 6cs-lOUflMTRIKINHPOfiriHl
trdi tai c i e khu chung cu dd thj d i n eu cd mQe thu
nhip k h i , khu d i n eu t i p trung nhieu doi tugng la
ngudi nude ngoii sinh sdng l i m viie nhu Giang
trudng qude te Tim kiem c i c ddi t i c kinh doanh
nhu khach sgn, hang du lieh, s i n bay, cae hudng
d i n vien du Itch de quang b i rdng rai eho ddi
tUdng khieh du Itch nude ngoii
- Kha ning thu hOt vi phit triin khich hang
Du ed sU hgu thuan ldn ve t i i chinh va danh
tidng thUdng hieu Idn nhung dudng nhu Burger
King lai kha md nhgt ngay til khi mdi vao th| trudng
Viet Nam NhQng thdng tin truyen thdng ve Burger
King den nay cdn kha It di, ngudi tieu dung ndi dia
va nudc ngoii hau nhu deu khdng bidt den Burger
cQa hang d nhQng dau, b i n s i n pham chu ydu l i
gi v i logo slogan thUdng hidu cd gi an tugng
+ Dau tu nhieu hdn cho hoat ddng truydn thdng
die bidt khi khai trUdng e i e eQa hang la mdt trong
nhQng ed hdi Idn de Burger King thyc hidn cae
chUdng frinti xuc tien manh me nhat, ngoai ra
Burger King nen tai trg va tham gia nhidu sy kidn
Id"die bi$t, tham gia c i c chUdng frinh quang ba
hinh anh cung vdi e i e trung t i m thUdng mgi cd d i t
cQa hang
+ Burger King eung ndn dau tU manh me hdn
cho hinh fhQc quing c i o ngoii trdi vdi vide dyng
v i ItiUdng hi$u trong dd lam ndi b i t logo v i c i u
khi'u hidu (bao gdm tieng anh v i tidng viet) quang
c i o cd the tai ehinh c i c eQa hing hoic d i t gan
khu d i n cu cd cQa hang Burger King fai dd
+ Ddi vdi t i p khich hang nude ngoii du l|ch,
Burger King nen nd'lye tao dyng moi l i i n hd vdi
san phi'm nhin d i f nhQng ddn h i n g Idn, v i
thdng qua dd nhieu khach nude ngoii se bidt den
thUdng hidu Burger King hien dang cd fai Vidt
Nam Phat then hoat ddng giao hang (delivery),
hoat dgng nay khdng qua xa la ddi vdi eae
thUdng hi^u do i n nhanh nhUng liidn nay lgi l i
la khu vuc H i Ndi
- Wang cao qua trinh cung Ong dich vu
+ Khdng gian, mdi trudng: ddi vdi khich h i n g
Vidt Nam d i e biet la khich hing thu nhip eao thi
chon fhUdng hidu Dij l i chat lugng san pham tdt
den dau nhung ndu khdng gian cQa hing v i mdi
khoa hoc
42 thififna mai
trudng xung quanh khdng dam bao ve v$ sinh, khdng an fugng vd canh quan hay thieu di st/ an
t i p khach h i n g nay
+ Tdc dp phuc vu: d i y l i tieu ehf d i e trung cda d|ch vy dd i n nhanh, khach hang sQ dung djch vy vdi yeu cau se cd bQa i n hoan chinh chat lu^ng trong thdi gian nhanh ehdng Tai Burger King ti^ chua'n (SOS) fhdi gian tQ IQc nhan yeu cau cfia khich den khi fra dd l i 2 phiJt 30 giiy, quan ly se thudng xuydn c i p nhit fieu chuan n i y theo tting dam bao tde dd phyc vy khdng q u i l i u so vdi quy d]nh Tuy nhidn mdt thye trang cho thiy khi lugng khich hing tai mdt sd cQa h i n g khdng 6n d|nh va phu thudc v i o khich v i n g lai nhidu + T h i i dd phyc vy: la yeu to cd anh hudng ldn nhat tdi d i n h g i i c h i t lUdng djch vy cua m^t
la nhan vien thyc hidn dieh vy dd Thye phim dfi
an nhanh l i nganh djCh vy tiep xue true tidp va thudng xuyen vdi khieh hing do dd thai dd phyc
vu chim sdc eCia n h i n vien ddi vdi khaeh hing s6 gdp phan tgo dung sy gan kef va an tugng t5t trong t i m tri ngudi tidu dung Vi the tao dung hlnh anh thuong hidu vdi chat lugng vugt trdi thi hoat ddng d i o tgo phai ludn d i t ldn hing dau
- Ning eao ehat lugng mgng lUdi phin phdi
Viec thay 6o\ dmh tiudng chien luge canh tranh khien ehfnh sieh p h i n pUd\ cOa Burger King c6 si/
dia diem nhu dy djnh ban dau khi mdi vio thi ehit lUdng hoat ddng khao sat th| frudng, lUa chpn
md nhQng cQa tiang ed tiem nang dem Igi lOi nhuin C i c chinh saeh p h i n phdi can hUdng dSn
6o\ tuong khaeh h i n g mye tieu eua thUdng hi§u hiSn nay l i du hoc sinh, khu d i n cu phit tridn ciS
mQe thu nhip cao, khu van phdng, khu dan cU cho ngudi nudc ngoai
- Wang cao kha ning phdi hgp chudi vi gia ting uy tin thtfdng hiiu
Burger King bao gdm mdt chudi eic tac nghidp
tQ hogt ddng dau vao thu mua nguyen lidu den khau che bien san phdm v i cuoi eung quan trgng
nhat l i hoat dpng tiep xQe khich hing Cd Vni
khang djnh chudi t i c nghidp nay tai Burger King 1^ mdt chinh the hoat ddng tuong ddi hai hda vS chuan hda Burger King tgi Viet Nam kinh doanti dudi hinh thQe nhugng quyen do do rit nhi^u nguyen tac cd ban dUdc duy tri va t u i n thQ theo
Trang 7QU6N TRI KINH DOfiNH
luit dmh cua phfa edng ty ben My Dd l i nhQng
tieu chuan vd sinh an t o i n thuc phdm ngat ngheo
theo hgp ddng earn ket, v! thd Burger King tQ khi
v i e thj trudng Vidt Nam chua tQng dd xay ra
nhQng tin ddn hay vi phgm vd v i n dd an toan thyc
an t o i n cija san phdm Tuy nhien Burger King tai
Vidt Nam v i ey thd l i tai H i Ndi ddi khi v i n g i p
phai nhOng khd khan khi v i n h i n h chudi d i e biit
la trong hoat dgng dau v i o M i c dQ la thUdng hiSu
nhugng quyen nhung san phi'm cua Burger King
tai C i e s i n pham eua fhUdng hidu v i h dugc che
bidn vdi cdng thQe t i i u chui'n da duge d i n g k^
ban quyen nhung mdt so nguydn liiu nhu nguyen
lidu rau tuoi, b i n h ml v i mdt sd san phi'm phu
kem theo se do cdng ty nhin nhugng quyen fim
doanh nho v i tinh chuyin mdn hda chua cao nhu
c i c n h i cung c i p nUdc ngoii nen viec lya chgn
n h i eung cap tgi Vidt Nam thuc su l i v i n de tdn
kem thdi gian v i ddi khi lam anh hudng tdi hoat
ddng ehe bien Them v i o dd vdi nhan lye edn
ktiiem tdn, phdng mua hang eua cdng ty tai Ha Ndi
g i p phai tinh frang d i f h i n g chua hop IJ* vd sd
lupng c i c chung logi h i n g hda, dan tdi vi#c h i n g
hda eho che bien b| thieu hut hay du thQa qua
cua c i c cQa h i n g Chinh vi ttie chuyen mdn hda
v i ning cao n i n g lue eua bd p h i n mua hing l i
dieu vd cQng can thiet de tao ra tinh dn dinh ehat
lUdng eQa san phi'm va cua chudi g i i tn
6 Ket l u i n
Th| tnjdng Viet Nam l i mdt thj frudng tidm
ning v i ed nhieu ed hdi p h i t trien eho eae thudng
hieu dd i n nhanh trong v i ngoai nude vdi sy gia
nhap n g i y c i n g nhieu cac thUdng hi^u dd an
nhanh noi tieng thd gidi Qua b i i vidt n i y tac gia
v i ddng bg de giup cho ehudi CH thUdng hidu
Burger King nang cao nang lyc canh tranh tren thj
frudng dd an nhanh 6 Vidt Nam •
Tai liju tham khao:
1 Nguyen B i c h Khoa, Cao Tuan Khanh
(2011), Giio trinh Marketing ThUdng mai, NXB
Thdng ke
2 Ph Kotier & K.Keller (2012), Quin tn
mar-keting, NXB Lao ddng - Xa hdi
3 Michael E Porter (1996), Chiin luac canh tranh NXB Khoa hge va Ky thuat H i Ndi
4 Michael Levy & Barton A.Weitz (2001),
Retailing Management, Prentice hall
5 Duy Tnjng (2014), Md hinh ho^t ddng cua chuoi gia tn,
<http://vietq.vn/mo-hinh-hoat-dong-cua-'-chuoi-gia-tri-'-d40105.html>, ngiy fruy cap 12/5/2016
6 Nguyen Phi Van (2016), long quan nhuong quyen thUdng hidu tai Viet Nam,
< h t t p : / / w w w d o a n h n h a n s a i g o n v n / n h u o n g - quyen/tong-quan-ve-nhuong-quyen-thuong-hieu-tai-vief-nam/1094387/> , ngay truy cap 12/6/2016
7 Vidt Nguyen (2014), Thi trijdng thtfc an nhanh Vidt Nam: the gidi trin vao, doanh nghiep ndi t$i thd d,
<http://tapchitaichinh.vn/nguoi-viet- dung-hang-viet/fhi-truong-thuc-an-nhanh-viet-54835.html>, truy edp ngay 14/4/2016
8 Dl marketing (2015), Eats fastfood In Vietnamese styles,
<https://www.di-onlinesur- vey.com/en/2015/05/08/eat-fastfood-in-vlet-namese-style/>, truy cgp n g i y 28/6/2016 9.Vinaseareh, <hffps://vinaresearch.net/user-files/file/W&S%20%20Kh%E1%BA%A3o%20s%
%BB%9Dng%20fh%E1%BB%A9c%20%C4%83n 20th%C3%A0nh%20ph%E1%BB%91%20i%E1% BB%9Bn%20-%2012_2012%20-%20Viet.pdf>
Summary The paper studies constituent factors/ evalua-tion criteria of competitiveness of Burger King franchises in Hanoi in order to identify the position and raise the competitiveness of Burger King
-er on the basis of comparing it with the brand's competitors of KFC and Pizza Hut
„khoa hoc
~thifiAiB'mai 43