Mdt so ly lu§n trong danh gia nang lyc canh Mdt la, nang luc canh Iranh ciia doanh nghiep tranh hien th| chuoi ciira hang an nhanh tren dja la kha ndng duy tri va md rpng thi phan, thu
Trang 1DAMN GIA NANG LL/C CANH TRANH HIEN TH|
M O T S O CHUOi CL/A HANG AN NHANH
TREN D!ABAN HANOI
BANG PHUONG PHAP FUZZY TOPSIS
D6"Th| Blnh Trudng Dai hpc ThUdng mai Email: binhdt@gmail.com
Ngaynh$n: 09/12/2013 Ngay nh$n lai- 25/12/2013 Maso 64+65.1BMkt.22
V6i mde tang trudng 26 - 30% mdi nam, thj trudng thdc an nhanh dang trd thanh nganh ed toe dd tang trudng eao va on dinh trong cac nganh hang tieu dung thuc pham hien nay tai Viet Nam Tuyen bo bat tay vdi dd'i tae Good Day Hospitality trong viec nhugng quyen thuang hi$u va se md cda hang dau tien vaa nam 2014 cda McDonals cang chdng td tinh ha'p dan cua thi trudng thdc an nhanh Vidt Nam sau hdi nhdp Qua vide chon 3 chuoi eda hang an nhanh cd td'c do phat trien cao va pho bten nhat vdi ngudi tieu dung Ha Ndi de danh gia nang luc canh tranh hien thi, bai nghien cOu da ehi ra rang, theo danh gia cua ngudi tieu dung, KFC la chuol cda hang an nhanh cd nang lUe eanh tranh hien thi ddng dau tid'p theo dd la BBQ Chicken va cudi cung la Lotteria
Ngoai ra, khi danh gia nang lUc eanh tranh hie'n thi cda chuoi eda hang an nhanh tat Ha Ndi, tam quan trgng cua cac lieu chi danh gia dUOc xep hang lan lugt td tren xud'ng dUdi nhu saw Dia diem cda hdng d trung t§m, Thuang hidu eua chuol cda hang, Gia ca, Nhieu chuang trinh khuye'n mai, Chuoi cda hang rdng khap, Khdng gian cOa hang dep, Cho'ngoi thoai mai Su da dang cua dd an, Mui vi cua do
an, Sy than thidn cua nhan vien cda hang, Td'c dd phuc vu nhanh chdng va cud'i eung la Nhieu dich vu gia tang
Tit khoa nang luc canh tranh, chuoi eda hang an nhanh, phuang phap fuzzy topsis
1 Mdt so ly lu§n trong danh gia nang lyc canh Mdt la, nang luc canh Iranh ciia doanh nghiep
tranh hien th| chuoi ciira hang an nhanh tren dja la kha ndng duy tri va md rpng thi phan, thu tdi ban Ha Ndi nhudn ciia doanh nghiep Day Id each quan niem
1 1 Nang lgc canh tranh va nang luc canh kha pho bien hien nay, theo do nang lyc cgnh tTBnh hien thi tranh la kha ndng tieu thy hang hda, dich vu so vdi
Cd nhieu each tiep cdn ve nang lyc canh tranh ddi thu vd kha nang "thu Ipi" ciia cac doanh cua doanh nghidp, dang chii y nhat la cac hudng nghiep Quan mem ndy cd the' gdp trong cdc cdng liep cdn sau trinh nghien cilu cua Mehra (1998), Ramasamy
Jtiioa tiQC
Trang 2KEVH TE VA ftUAIV LY
(1995), Buckley (1991), Schealbach (1989) Hgn
che trong each quan niem nay !a chua bao ham
cac phuang thdc, chua phan anh mpt each bao
quat ndng tUc kinh doanh ciia doanh nghiep
Hai la nang lUc canh tranh cua doanh nghiep
la kha nang chong chiu trudc sy tan cdng ciia
doanh nghiep khac, Chd'ng han, Hdi ddng Chinh
sach nang tuc ciia My dua ra djnh nghia: nang
tuc canh tranh la nang luc kinh te ve hang hda
va dich vu tren thj trudng the gidi, Uy ban Quoc
gia ve Hpp tac Kinh te Quoc te (CIEM) cho rang;
nang tuc canh tranh la nang tyc ciia mpt doanh
nghiep "khdng bj doanh nghiep khac danh bai
ve nang lyc kinh te" Quan mem ve nang lUc
canh tranh nhu vdy mang tfnh cha't dinh tinh,
khd cd the djnh tUdng
Ba la, nang tUc canh tranh ddng nghTa vdi duy
tri va ndng cao tdi the canh tranh, Theo quan diem
ciia GS.TS Nguyen Bach', nang lUc canh tranh
ciia doanh nghiep dupc hie'u la viec tich hop cac
kha nang va nguon noi iye de duy tri va phat trie'n
thj phan, tpi nhuan va dinh vi nhQng Uu the canh
tranh cua san pha'm trong mdi lien he vdi ddi thii
canh tranh true tiep va tiem tang tren mdt thj
trudng myc tieu xac dinh De danh gia nang lyc
cgnh tranh ciia mot doanh nghiep, ngudi ta thudng
SL/ dung nhQng tieu chf cd the' tupng hda trong
tUdng quan so sanh vdi ddi thii cgnh tranh Viec
nghien ciiu cac tieu chi nay tap trung tren 2 ITnh
vuc hoat dong chinh la (1) nang tyc canh tranh phi
marketing va (2) nang lyc cgnh tranh marketing,
Trong dd, nang tUc canh tranh phi marketing con
dUdc goi la nang lyc cgnh tranh ngudn, thudng
dupc tao lap bdi nhOng yeu t d npi tgi cua doanh
nghiep nhU: nang lyc tai chfnh, quan trj lanh dgo,
nang tuc san xud't Nang tuc canh tranh
market-ing la nhQng nang luc canh tranh hie'n thi ciia
doanh nghiep Nang tyc nay dUpc hien thi trdn thj trudng qua cac nd" lUc marketing ciia doanh nghiep va dupc khach hang danh gia
1.2 Cac nhan tosd dung dedanh gia nang lac canh tranh hien thj chuoi cda hang an nhanh ten dfa ban Ha Ndi
Nang lyc canh tranh hie'n thj la nang tuc canh tranh marketing ciia doanh nghiep dUdc hie'n thj tren thj trUdng qua danh gia cua khach hang, Vdi quan die'm d d , de danh gia nang lUc canh tranh hien thj ciia 3 chudi cQa hang an nhanh duoc chon lua, tac gia tien hanh tong hpp cac nghien cUu trudc ve cac nhan t d danh gia nang tuc canh tranh hie'n thi cua nha hang an nhanh tU phfa khach hang
Theo Kivela (1997) va mpt nghien cUu ciia Quick Track (2003), cac nhan t d can thiet de' danh gia nang tUc canh tranh hien thi ciia mpt nha hang
la chd't tUdng va su da dang cua dd an Ben canh nhQng nhdn to dd khach hang cting thich chpn nhOng nha hang cd djch vu nhanh, mui vi thUc an ngon, sy sach se ciia cifa hang, sy chfnh xac, nhiet dd cua dd an, chat tUdng nguyen lieu, tdc dfl phuc vy, sy than thien cua nhan vien, vj trf thuan tien ciia cUa hang, su da dang trong thuc ddn,,, (Quick Track, 2003), Ca phu nO va dan dng deu bj cac cifa hang an nhanh hap dan tuy nhien nhQng suy xet ve cac nhan t d trong each chon nha hang ciia hp la khac nhau, Trong mot bai nghien cUu nam 2009, /^ziz va Bukhari (2009) da tdp trung phan tfch sU anh hUdng ciia cac nhan to: gia ca,
cha't lupng d& an, chat tupng dich vu, each ddng
gdi, su tUdi mdi ciia dd an, thdi gian chuye'n dd an,
sU da dgng cita do an thdi gian md cOa phyc vy ciia cifa hang, thupng hieu, khdng gian nha hang
VI tri nha hang va sU cpng tac ciia nhan vien den nang tyc canh tranh ciia nhOng nha hang chuyen
1, Khoa NguyeTi Bach Khoa (2006), PhUdng phap luan xac djnh nang luc canh tranh va' hdi nhdp kinh t^ doanh nghiep, Tap chi Khoa hoc ThUdng tvlai
khoa iiDc
Trang 3ve dd an nhanh Nghien cilu chi ra rang Dan dng
b| hap dan bdi mdl ciia hang do an nhanh do cac
nhan to nhu: su cpng lac ciia nhdn vien, d|ch vu
cua nha hang, mui vi cua thdc an, gia ca va Ihdi
gian md cila phyc vy ciia nha hang; trong khi phu
nQ tgi quyel djnh bdi cdc nhan to nhU thUdng hieu,
v| tri nha hdng, chat lUpng ciia dd an va each IhUc
ddng gdi IhUc an (Aziz va Bukhari, 2009)
De' tim ra cac nhan Id can thiet trong danh gia
nang luc canh tranh hi^n th| ciia chudi cifa hang
an nhanh dudi each tiep cdn tU phia ngudi tieu
dimg, tac gia td'ng hdp nghien cUu cua cac hoc gia
nudc ngodi IQ nam 1997 cho den nay ve van de
nay Ket hpp vdi cac nghien cUu chuyen sau ve dd
an nhanh tren thi trudng Viet Nam (W&S market
research, 2012), tac gia quyel dmh lUa chpn 12
lieu chi de' danh gia nang lUc canh tranh mot s d
chudi CLfa hang an nhanh trong nghien eUu ciia
minh Cac nhan t d ndy dupc tdng hdp trong bang
1 dudi day
1.3, Phuang phap Fuzzy TOPSIS
Ra quyet djnh khi cd da nhan to anh hudng (MADM_Multiple Attribute Decision Making) thudng dUdc sQ dung trong hang loat cac trudng hdp ddi hdi ngudi ra quyet dmh phai danh gia, xep loai ve mdt dmh tinh va/hodc dmh IUdng de xac dmh hieu qua hogt ddng ciia tUng Ung vien vdi nhieu tieu chi danh gia va do nhieu chuyen gia cho y kien danh gia Dd la qua trinh lim kiem lua chon tdt nhat trong cdc Ung vien Ddnh gid vd ra quyet djnh phu thupc vao y kien chii quan eiia mdi
ca nhan va thudng khdng the' dieh dgt chinh xdc bang cac gia tn mang tinh so hda, cu the nen thudng mang tfnh khdng rd rdng va map md Do
dd, vide Ung dung cdc khai mem sd fuzzy (sd md) trong cac trudng hpp ra quyet dinh khi cd da nhdn
t d anh hudng la kha pho bien Irong nhieu ITnh vyc
TOPSIS - Technique for Order Preference by Similarity to an Ideal Solution (Ky thuat xep logi Ung vien theo tinh tUdng ddng vdi giai phap ly
Bang 1 Td'ng hgp cdc nhan td'danh gia nang luc canh tranh hie'n thi cua nha hang an nhanh
to tie'p edn cua khach hang
C l S u <Ja daiia cua d o iin
C2 Mui \ I cua d o an
C 3 G i d c a
C f N h i c u c h u o n g trinh kliuycii mai
C 5 Dia diem c u a hong t h u a n loi
0 6 Chuoi cua hang rong kJiap
0 7 C h o ngoi thoai mai
C S K h o n g gian c u a h a n g d ep
0 9 Toe d o phuc \-u nhanli c h o n g
CIO Nhieu dich \-u gia t i n g
O i l S u than thien c u a nlian vien ciia hang
0 1 2 T h u o n g hieu c u a chuoi c u a hang
; VJtmW l.iu ii.d Lii
(,jij,k l"i.i.ki?'-'::j
\ii.li i-^-<iii 111(1 MirsslH C'IMK., / ,p.;.l,^;.ndl'-:
C,?in;iiKil*rybul k( ' ' " ' I / / «/ C^iXU)
\ii.],.^-j.n :in«i \ 1 -.^.IxTK (21XM) t/n;;in<t I', ^l.lllok
1,'Oi^i) (;.i\.il ami Siii«h t.'X*lV) (.ilN i i /•/ «/ t 'i •oil,
Zi»pi;ili^ iTiii iYiliU i:5Kr, I
(•.oy;il;iii.lSiii);Ii ( ?i<i.'i (^iick Tnick i '"<i-:i '/ ,\,:.,u-
ami IVihw (:^>i)7i
(',<•• i\ and Sin«h I'l"!?!, ftukh-'in uid \yi/ i:^>fi.\t tjiiu k T n i i k l.^n\-,) Sif\v;iri -ind D.ivi-^ (•'•••)
Kiikli.iri Hid X.-!/ r'i'C-'i K i i , w 7 « / l l " i - , ) IVaUi.-( I ' r i M
.\n(liTs. i.n and M.is.-sUv ;• C^'iJ) tj.ii uiti i'rjbuiok
C ' - ' f t , t;.,v a! and Siti>:l i - • ' " , ' ( ,\\\H-\\ t u! r.^"()
,\n<l.i-^-^.ii and \I -.-U rj; <i!*»<M) t j i n and E'ryhiil.ik
( i o c ' i (iiltxTt ft nl 121-ll)
tj.M Hid l»o'l'iiU-k C-^r*! {;.iva! and suv.-.h (LtxiVi, nukli.iM ami \/iz ^•'l•'^J Quiik Trin-k l-JitM) \ I K K T V - J I I I and M I I - ^ - I H T K I ^"<»I)
(Jin md r i \ l i i i i ) k i i*"-') (n.yiit and Sm}^i f i - i i K.-ini It ul \\-n\)
IlilM tlQC 'thddng'mal is
Trang 4K i m i TE VA ^ASe I,T
tudng) la mdt trong nhQng phUdng phap ra quyet
dinh khi cd da nhan t d anh hUdng cd die'n va noi
tieng, Ung dung trong mdi trudng fuzzy (moi trudng
cd nhieu bien ddi, khong rd rdng), dUdc phat tnen
dau tien bdi Hwang va Yoon vdo ndm 1981
(Hvi/ang va Yoon, 1981), Ky thudt nay xem xet mot
vd'n de khi cd da nhdn to anh hudng vdi m Ung
vien can duac xep logi dya Iren n lieu chi va dupc
danh gia bdi k chuyen gia, dUa tren khai niem ea
ban ia: Ung vien dupc chpn lya khdng nhOng phai
cd khoang each ngan nhat tdi giai phap li' tudng
duang ma cdn phai cd khoang each xa nhat tdi
giai phap ly tudng dm (Hwang va Yoon, 1981,
Wang va Chang, 2007; Wu Tseng va Chen, 2009;
) Ong dung TOPSIS dac bidt phu hdp trong viec
giai quyet cac van de ra quyet djnh theo nhdm
trong bdi canh mdi trUdng bie'n dd'i va co the' dupc
dieh giai bdi cac budc dupe toan hpc hda (Wang
vd Zhang, 2005) nhu sau:
Budc 1: Xac djnh tam quan trong ciia cac tieu
chi danh gia
Tam quan trong cua cac tieu chi danh gia
phai la cac bien bie'u dien dudi dgng phi s d
(lin-guistic variables), V i du: Kem, hdi kem, trung
binh, kha, td't,
Budc 2: Xay dyng ma trdn ra quyet djnh bien
thien va lya chpn cac bien phi so phu hop cho cac
Ung vien tuang thich vdi cac tieu chi danh gid
c, c, c„
xem xet; C-i,C2, , 0 ^ la cac tieu chf can danh
gia; x'' bieu hien xep loai ciia Ung vien A, khi xem
xet tieu chi danh gia Ci va dUdc danh gia bdi k
chuyen gia, ddng thdi Jy = (^,,, b,j c,,) Budc 3: Binh IhUdng hoa ma tran ra quyet dmh
bien thien Cae dQ lieu khao sat thd dUdc binh thudng hda de loai bd dp lech do cac each do ludng va khung do ludng khac nhau trong giai quyel cac van de MCDM Trong nghien cUu nay, cac dO lieu dupc binh thudng hda de dam bao luan Ihii quy tac s d bien thien trong khoang [0, 1], nguyen tac
ve so fuzzy Ma trgn ra quyet dmh bien thien dupc binh thudng hda bdi R va dupc tinh toan theo cdng thUc:
R - li.l;,;.,, '" 1.2 Ill: j - 1.2 .n (2)
Sau dd qua Irinh binh thudng hda dUdc thuc hien nhu sau:
'cij^ bji_ (^
^ ' : '<•': '<•'<
''<! maxc,,
= 1,2 m; i = l2
Budc 4: Xay dyng ma trgn ra quyet djnh bien
thien binh thudng hda cd trong so Xem xet tam quan trpng khac nhau cila cac tieu chi can danh gia, ma trdn ra quyet dmh bien thien binh thudng hda cd trong s d dUdc xay dung bang each nhan tam quan trong cua cac lieu chi
danh gia vdi nhQng gia tri Ihu dUdc Irong budc binh Ihudng hda ma tran ra quyet dinh bien thien, Cg the' ta:
i l l
I
-{X,j +X,j + - - - + X,,)
Trong dd A.^, A2, • • , A ^ la cac Ung vien can chi danh gia Cj
V | i ' X „ I- 1 , 2 , ,m, J 1,2 (I (3)
Trong do Wj the hi^n tam quan trpng cua tieu
khoa hoc
20 Hiifdngmal'
Trang 5iKssm TM VA qjcM w
BUdc 5: Xac djnh FPtS^ and FNIS^
Vi cac s d fuzzy dUdng nam trong khoang [0,
1] nen did'm tham khao fuzzy ty tUdng dUdng
(FPIRP, A+) va diem tham khao fuzzy ly tudng
am (FNIRP A-) cd the dUdc djnh nghTa la:
( » •
(5) (6) Trong dd
Budc 6: Tfnh toan khoang each cua cac Ung
vien tu FPIRP va FNIRP Khoang each (di+ va df)
ciia mot Ung vien tU diem A+ and A- cd the' dUdc
tfnh nhu sau:
1.2., .J
-, m ; / 1 2 -,
Trong dd d(va,vb) bieu hidn khoang each do
ludng giOa 2 so fuzzy, d + la khoang each ciia Ung
vien Aj tu FPIRP, va d," la khoang each cua Ung
vien ndy IU FNIRP,
Budc 7: Tinh he s d gan gui vd xep logi cac
Ung vien
Khi da tim ra khoang each dj"*" va dj' ciia mdl
Ung vien, CCj dUdc tfnh toan nham xac dinh phdn
hang cua cdc Ung vidn bang each tfnh toan tfnh
fuang ddng vdi giai phap ly tudng Cdng thUc tinh
nhusau:
, n (7)
.n (8)
Chi s d CC| am chi khoang each tU mdi Ung vien den FPIRP va FNiRP Gia tn CC, cang ldn thi hoat ddng kinh doanh ciia Ung vidn Ai cang tot, Dua tren gia tn ciia CCi chung ta cd the xep loai cac Ung vien vd tUa chpn ra Ung vien tdt nhat Trong nhQng nam gan day, phUdng phap fuzzy TOPSIS dupc phat trie'n va Ung dung rdng rai trdng xep hang nhieu ITnh vuc khac nhau nhu xe'p loai ngan hdng, lua chpn he thong nang lupng td't nhat, lua chpn cac du an hogc chien lupc toi uu (Wu, Tseng and Chen (2009))
2 Tdng quan ve thj trUdng thUc an nhanh Vi#t
Nam va phUdng phap nghien cUu
ThUc an nhanh (Fastfood) la thudt
ngQ chi loai thUc an vdi cac thanh phan dupc lam ndng trudc hoac nau san, dUdc ban tai nha hang hcac cifa hang cd the' phuc vu mdt each nhanh chdng, tien lot
va tiet kiem thdi gian tdi da (W&S research 2012)
Vdi mUc tang trudng 26 - 30% m ^ nam, thj
trudng thUc dn nhanh {fast food) dang trd thanh
nganh cd tdc dp tdng trudng cao va dn dmh trong cac nganh hang tieu dung thuc phd'm hien nay tgi
Viel Nam {Vietnam Food & Dnnk Report, 2013)
Theo bao cao ciia Bp Cdng Thuong tdng doanh thu thi trudng thUc an nhanh Viet Nam dat 870 ty ddng tang 30% so vdi nam 2010, Theo khao sat cua Neitsen Viet Nam vao nam 2011, 86% sd ngudi sU dyng fastfood d nhdm tuoi 20-35, dd tud'i thudng xuyen sU dung Id 20 - 30 tudi, chiem 76% Trong khi dd 65% dan so tren tdng sd xap xi 90 trieu ngudl Viet Nam d dd tud'i dudi 35 tuoi SUc tang trudng cao va hap dd'n cua thi trudng thUc an nhanh Viet Nam thu hut rat nhieu su quan tam ciia
2 FPIS_Fuzzy Positive Ideal Solution: Giai phap fuzzy ly tudng duang
3 FNIS_Fuzzy Negative Ideal Solution: GUI phap fuzzy ly tudng am
4, FPIRP_ Fuzzy Positive Ideal Reference Point' Diem tham khao fuzzy ly tudng dUOng
5,6 FNIRP_ Fuzzy Negative Ideal Reference Point: Dlim tham khao fuzzy ly tudng am
Jilioa ii9C ^
"thifdng mai z\
Trang 6KOfH TO; VA qjcAS t r
cac thUdng hidu ngoai Sau gan 4 nam nghidn cUu dupc lya chpn Dudi day dua ra nhQng thdng tin co thj trudng, nam 2012 tap doan The Jonny Rockets ban nhat cua 3 chudi cifa hang an nhanh nay;
da quyet dmh xdm Bang 2: Thdng tin ve cac chuoi cda hang an nhanh Itfa chgn nhdp thi trudng Viet de danh gia nang luc canh tranh
Nam qua viec tim
kiem doi tac de'
nhupng quyen
thuang hieu chudi
nhd hang an nhanh
cda minh {Dieh dan
doanh nhan, 2012)
Thang 7/2013,
McDonals da quyet dinh bat tay vdi ddi tac Good
Thuang hi$u
A l : KFC
A2- Lotteria
A3 BBQ Chicken
Quoc gia
My Han Quoc Han Quoc
Thdi dism vao Vi?t Nam
1997
1998
2007
San pham kinh doanh chtih
Garan Humberger
Ga nudng
So Ola hang t9iHaN$J
36
27
16
Ngudn Tac gia tong hap
Day Hospitality trong vide nhupng quyen thUdng
hieu tren thi trudng Vidl Nam, Nhu vdy sau hpi
nhdp WTO, thi trudng thUc an nhanh Viet Nam da
chUng td dUdc sUc hut ldn ciia minh Tuy nhien, thi
phan ciia nganh chii yeu thudc ve cac thuang hieu
ngoai nhu KFC (My), Lotteria (Han Qudc), Jollibee
(Philippine), BBQ Chicken (Hdn Quoc) khi hp
chiem chiem tU 60 - 80% thi phan thUc an nhanh
cac logi Cac Ihuong hieu fastfood ciiaViet Nam
nhu Phd 24, Banh my TA, hay chuoi cOa hang
K-Do ciia Cdng ty Banh Kinh K-Do Sai Gdn, Vielmac.,
chua thu hut dUdc sy chu y ciia ngudi tieu dung,
ngodi ra cdn khd cd the' canh tranh dUdc vdi nhQng
thuong hieu ngogi ve chi phf quang cao hoSc
truyen thdng
Cac cila hang fastfood d Viet Nam hidn nay
chu yeu tdp trung nhieu d cac thanh phd tdn, trong
dd CO Ha Ndi Vdi myc tidu danh gia nang lyc canh
tranh cOa mot so chudi ctfa hang an nhanh dudi
gdc tiep can cua khach hang, tac gia lua chpn mdt
so chudi cUa hang an nhanh mUc tiem ndng phat
tnen tot va sUc tang trudng kha ddng deu nhau de'
danh gia Qua qua trinh chpn Ipc, 3 chudi nha
hang an nhanh chuyen ve ga ran ldn nhat tren Ihi
Irudng Ha Ndi la KFC, Lotteria va BBQ Chicken
Danh gia ndng luc canh tranh hien thi cua 3 chudi nha hang an nhanh - KFC, Lotteria va BBQ Chicken tren thj trudng Ha Npi tiep cdn tU phia khach hang ddi hdi tac gia phai dieu tra tap ngUdi lieu diing tdn Tap khach hang dieu tra nay se danh gia 3 chudi nha hang dya tren 12 tieu chf da xac dinh d tren Thdi gian vd thdi die'm danh gia cua mdl ca nhan ngudi tieu dimg ta khac nhau nen vide danh gia nay thudc loai danh gia Ra quyet dmh khi cd da nhdn to anh hudng - MADI^^ thudng dUdc sQ dung trong hang loat cac IrUdng hpp doi hdi ngudi ra quyet dinh (nha nghien cilu) phai danh gia, xep loai ve mat dinh linh va/hoSc dmh lupng de' xac djnh hieu qua hoal ddng cua tUng Ung vien vdi nhieu tieu chi danh gia va do nhieu chuyen gia cho y kien danh gia Dd Id qu^ trinh dl tim kiem lua chon toi Uu nhal trong cac Ung vien Viec danh gia va ra quyet djnh phu thudc vao
y kien chu quan ciia mdi ca nhdn va thudng khong the dien dat chinh xac bang cac gia tri mang tinh
sd hda, cu the' nen thUdng mang tinh khdng ro rang va map md Do dd viec Ung dung cac khai niem s d fuzzy (sd md) trong cac trudng hpp ra quyet djnh khi cd da nhan t d anh hudng lakhaphfi bien trong nhieu ITnh vyc thupc cdc chuyen nganfi khac nhau
7 hAADMJAultiple Attnbute Decision Making Ra quyet dmh khi cd da nhan tdiinh hudng
22
khoa iiQc
Trang 7Trong nghien cUu nay Ha N6i dUdc lya chon la
dja bdn lien hdnh khao sat Vdi ddc die'm chung
cua thj Irudng thUc dn nhanh la Ihj trudng hudng
d^n ddi ludng khach hang tre tud'i, nghidn cUu sU
dyng 550 mau dieu tra ddi vdi khach hang da lUng
dung IhUc dn nhanh tai cac qudn Cau Giay, Ba
Dinh, Ddng Da va Thanh Xudn til Ihang 04 den
Ihang 06 nam 2013 Trong vdng 53 ngay tien hanh
dieu Ira khao sat, td'ng cpng cd 522 khach hang
tra Idi cdc cau hdi dieu tra hop le, do dd ty Id hdi
ddp la 522/550 = 94,9% DQ lidu thu thdp dUdc sau
dd dupc sU dpng de xdy dyng bai toan fuzzy
TOP-SIS vd dUdc tac gia viet phan mem phan tich tren nen chUPng trinh Matlab 7.4
3 Ket qua nghien cOu
Phan mem phan tfch tren ndn chuang trinh Matlab 7,4 ve nang luc canh tranh cua 3 chuoi cifa hang an nhanh dupc lya chpn cho ta ket qua Iheo Irinh tu tan lUdt nhu sau:
Be' xep logi lam quan trpng ciia 12 lieu chi danh gia nay ddi vdi nang tyc canh tranh hie'n thj cua chudi cifa hdng an nhanh tren thi trudng Ha
Npi, cac ket qua d bang 3 dUdc binh thudng hda
thanh cac gia Iri phi fuzzy nhu sau:
Bang 3, Ma trdn ra quyet dinh va tam quan trgng cua cac tieu chi danh gia dudi dang sd fuzzy
C l
C2
C3
C4
C5
C6
C7
C8
C9
CIO
C U
C12
Al
[0.17,0.34,0.53]
[0.3, 0.49, 0.68]
[0.36, 0.55, 0.73]
[0.32,0.51,0.69]
[0.43,0.62, 0.79]
[0.43, 0.62, 0.79]
[0.39,0.59,0.77]
[0.25,0.43,0.63]
[0.26.0.44,0.63]
[0.32,0.51,0.69]
[0.32,0.51,0.7]
[0.38,0.58,0.76]
A2 [0.3, 0.48, 0.67]
[0.34,0.53,0.71]
[0.36,0.55,0.74]
[0.38,0.58,0.76]
[0.38,0.57,0.75]
[0.38,0.57,0.75]
[0.43,0.63,0.8]
[0.28,0 46.0.65]
[0.31,0.49,0.68]
[0.38,0.58,0.76]
[0.38,0 57,0.75]
[0,43,0.63,0.8]
A3 [0 58, 0.93]
[0.48, 0.84]
[0.33, [0.30, 0.68]
[0.37, 0.75]
[0.37, 0.75]
[0.36, 0.74]
[0.32,
078,
068, 0.51,0.7]
0.49, 0.57, 0.57, 0.55, 0.51,0.7]
[0.3, 0.48, 0.67]
[0.30, 0.68]
[0.37, 0.75]
[0.36, 0.74]
0.49, 0.57,
0 55,
XSm quan trong [0.57,0.77,0.92] [0.48,0.68,0.84] [0.47,0.67,0.83] [0.32,0.52,0.71] [0.62,0.82,0.95] [0.62, 0.82, 0.95] [0.37,0.56,0 74] [0.56,0.76,0.9] (0.61,0.81 0.94] [0.32,0.52,0.71] [0 62,0.82,0.95] [0.56,0.76, 0.9]
liliM hgc
ttiMg mai
Trang 8Bang 4 Tam quan trong cua cac tieu chi danh gia dudi dang eae gia tn phi fuzzy
C l
C 2
C 3
C 4
C 5
C 6
C 7
C 8
C 9
CIO
C I I
C 1 2
Sir d a d a n g c u a d o a n
M u i vi c u a d 6 a n
G i a ca
N h i e u chucfng trinh k h u y e n m a i
Eiia d i e m cii'a h a n g cl trung t a m
C h u S i cu'a h a n g r o n g k h a p
C h § ngoi t h o a i m a i
K h o n g gian CLfa h a n g d e p
To'e d o p h u c vu n h a n h c h o n g
N h i e u dich vu gia t a n g
SU than thien ciia n h a n v i e n cii'a h a n g
Thirong h i e u cila chuSi cu'a h a n g
T i m q u a n trQng difdi d a n g g i a trj fuzzy
[ 0 3 8 , 0 5 7 , 0 7 5 ] [ 0 3 7 , 0 5 6 , 0 7 4 ] [ 0 6 2 , 0 8 2 , 0 9 5 ] [ 0 5 7 , 0 7 7 , 0 9 2 ] [ 0 6 4 , 0 8 4 0 9 6 ] [0.56, 0 7 6 , 0.9]
[ 0 4 7 , 0 6 7 , 0 8 3 ] [ 0 4 8 , 0 6 8 , 0 8 4 ] [ 0 3 6 , 0 5 5 0.74]
[ 0 3 2 , 0 5 2 , 0 7 1 ] [ 0 3 7 , 0 5 5 , 0.60]
[ 0 6 3 , 0 8 2 , 0.95]
G i a tri phi
f u z z y
0 5 6 7
0 5 5 7
0 7 9 7
0 7 5 3
0 8 2 5
0 7 4 0
0 6 5 7
0 6 6 7
0 5 5 0
0 5 1 7
0 5 5 5
0 8 0 7
X6'p h^ng
8
9
3
4
1
5
7
6
11
12
10
2 Gia tn phi fuzzy trong bang 4 cho chung ta thay
rang, khi danh gia nang luc canh tranh hie'n thi ciia
chudi cifa hang an nhanh tai Ha Ndi, tam quan
trong ciia cac tieu chi danh gia dUpc xep hang tan
lupt tu tren xudng dUdi nhU sau: Dja diem cUa
hang d trung tam (0,825), Thuang hieu cua chudi
cifa hdng (0.807), Gid ca (0.797), Nhieu chUdng
trinh khuyen mai (0.753), Chudi cCfa hang rpng
khap (0.740), Khdng gian cifa hang dep (0,667),
Chd'ngdi thoai mai (0.657), Su da dang ciia dd an (0,567) Mui VI Clia dd an (0.557), SU than thidn ciia nhdn vien cifa hang (0,555), Tdc dp phyc vy nhanh chdng (0.550) va cudi cung la Nhieu djch
vu gia tang (0.517), De' dam bao cd gia lr| fuzzy nam Irong khoang [0, 1], qua trinh binh thudng hda ma Irdn ra quyet dinh bien thien dupc IhUc hien va ket qua dUdc trinh bay d bang 5,
," Ma tran ra quye't dmh bie'n thidn dugc binh thudng hda (R)
Cl
C2
C3
C4
0 5
C6
C7
C8
C9
CIO
C l i
012
Al
10,48, 0,73 ().97|
|a3fi,0,5S,a.81|
[(149.0 75 It
11)32,0,52,0 721
10 45,0,7,0.921
10.50,0 77, 1|
10,18,03(1,0,571
10,51,075,0981
10 53,0.78 11
10 42,0.67.0,92]
10,48,0.75, 1]
10 49.0.75 1]
A2
10 49.0.74,0.961 10.52.0.7.0.721 10.49,0.75, 1|
10 63,0,85 U
10 45.0.72.0,991
10 48,0 74,0 971 10.44.0.7,0 951 [0.54,0,78 n 10.41.0.63 0 851 [0.51,0.76 11 10.48,0.75 Ij [0.46.0.71.0941
A3 10.54,0 79 ] | iO.4, 0.66 0 941 10.38,065,0.931 10.46 0 74, 1 1 (0.43.0.7,0 971 10.45.0.74.0.921 10,47,0,71.0.941 [044, 0 68.0,91 1 (057,0.81 II 10.4 0.65, 0.89[
10.35,0.67,0.621 10.36.0.62.0.891
klioa hoc
ihng'mpi'
Trang 9Do iSm quan Bang 6; Ma tran ra quyet dmh bien thien binh thudng hda cd trong so
C1
C2
C3
C4
C5
C6
C7
C8
C9
CIO
C11
A l [017,04 069]
[0.17, 0.39, 0.69]
[013,0 33,0 631 [0.21,0 47 0 81]
[0 23, 0 52, 0 87]
[0 32, 0 63, 0 95]
1015,0 38,0 69]
[0.26, 0.54, 0.89]
10 27, 0 59, 0 94]
[0.26,0.54, 0.86]
[0.15,0.38,0.69]
A2 [0.3,0 6,0.92]
[017,0 39,0 68]
[0 17, 0.39, 0.69]
[0 14, 0.35, 0.65]
[0.33,0.66, 0 96]
[018,0.41,0 71]
102, 0 44, 0 74]
102, 0.46, 0.76]
1017, 039, 069]
10.16, 0.4, 071]
[0.29, 0.69, 0.9]
A3 [0.36, 0.65, 0.91] [0 27,0.55,0 831 [01,0.28,053] [017,0.4 0,68] [0.23,0.5, 0.83] [01,028,053]
|0 14, 0 34,0 6] 1018,041.0 71] [019,0 43,0 74] [0.19,0 43,0 74] [0 28,0 57 0 88]
trpng ciia cac tieu
chi ddnh gia la khac
nhau ndn ma trdn ra
quydt dmh bien
thien binh thudng
hda cd trong s d
dupc tinh toan vd
ket qua dupc trinh
bay trong bang 6
Cac s d fuzzy
duang nam trong
khoang [0, 1], do dd
die'm tham khao
fuzzy ly tudng dUdng (FPIRP, A+) vd diem tham
khao fuzzy ly ludng am (FNIRP, A-) Irong nghien
cUu nay dUdc djnh nghTa nhu sau:
A+ [(1,1.1),(1.1,1}.(1>1,1),{1,1,1),(1.1.1),
(1,1,1),(1,1,1),{1.1.1),(1,1,1).(1.1.1).{1.1.1).(1.1-1)]
A- [(0,0,0),(0,0,0),(0,0,0),(0,0,0),(0,0,0),
(0.0,0),(0,0,0),(0,0.0),(0,0,0),(0,0,0),(0,0.0),(0,0,0)]
Khoang each tU mdi chudi cifa hang an nhanh
Ung vidn den diem tham khao fuzzy ly tudng
dudng va did'm tham khao fuzzy ly tudng dm dupc
trinh bay trong bang 7
Bang 7 Khoang each do ludng
to 3 chudi cda hang an nhanh
Trong dd chi so CC3 cua chudi cUa hang an nhanh BBQ Chicken dupc tinh cy the' nhU sau:
CC3 : d;
' d:+d: 6.527 + 6.813 = 0.491
Al
A2
A3
6.585
6.741
6.813
6.723 6.305 6.527 Khi khoang each tU cac chudi sidu thj den
FPIRP va FNIRP dUpc xac djnh, gia tn CC dUdc
tinh todn cho ket qua nhu sau;
Pang 8.- H$ so gan gui CC
0.505 0.483
Neu chudi cUa hang an nhanh ndo cd he sd gan gui gan bang 1 nhat Id cd khoang each den did'm tham khao ly ludng dUdng gan nhat vd khoang each den die'm tham khao ly tUdng dm xa nhd't Ndi each khac, he sd gan gui cang Idn thi bie'u hien ve nang lyc canh tranh hie'n thj ciia chudi cda hang an nhanh dd cang tot Theo ket qua tu bang 8 chung ta thay rang: CC-| > CC3 > CC2 Dieu ndy cd nghTa la, Iheo ddnh gia ciia ngudi lieu dung, KFC la chuoi cifa hang an nhanh
cd ndng lyc canh tranh hien thj dUng dau thi trudng Hd Npi, tiep theo dd la BBQ Chicken va cudi cung Id Lotteria
3 Kel lugn va de xuat
Ket qua nghien cUu cho thay de' cd the nang cao nang lyc canh tranh ciia minh tren thi trudng
Hd N61, thiet nghT cac chudi cda hang ndn ddc bidt tdp trung vao nhQng yeu td duac ngudi tieu diing
Ha Ndi can nhac nhieu nhat khi lUa chpn mdt cQa hang an nhanh Cu the la:
- Nen tua chpn dia diem dat cifa hang d khu Irung tam: nhQng khu vUc taing tdm vari ludn ta nhOng
-khoi hpc
"'^ ' ^ 1 mai
Trang 10die'm den cd sUc hiit cao ddi vdi gidi tre - nhQng khach
hang chinh ciia chudi cifa hang an nhanh
- Cd chien lupc phat trie'n thudng hidu tdt:
nghien cUu cho thay ngudi tieu dung Viet Nam ndi
Chung vd ngUdi tidu dimg Ha Ndi ndi rieng rat can
nhac yeu to thUdng hieu khi ra quyel djnh chpn
mdt cOa hang an nhanh cho minh va bgn be,
- Quan tdm nhieu han den gia ca va cac
ChUdng trinh: nhOng cudc chien ve gia ca vd
khuyen mai trong mua he 2013 vUa qua giOa 3
chudi cifa hdng an nhanh KFC, Lotteria vd BBQ
Chicken mpt lan nQa khd'ng djnh tam quan trpng
ciia yeu t d ndy trong viec nang cao nang lUc canh
Iranh trong nganh hang dd an nhanh
- Xay dyng chudi cUa hang rdng khap: viec de"
dang chpn mdt cila hang dn nhanh ua thich ma
khong nhat thiet phai di vao trung tam thanh pho
hien cung dang dupc tieu dung rat quan tam
Chinh vi li do nay ma cac chudi cifa hang an
nhanh nen tap trung phdt trie'n so lUdng ciia hang
cua minh de nang cao nang lyc cgnh tranh so vdi
cac ddi thii trong ngdnh
Dd la nhQng yeu t d ngudi tieu dung Ha Npi can
nhac nhieu nhat so vdi cac yeu to khac nhu:
Khdng gian cOa hang dep (0.667), Chd"ngdi Ihoai
mai (0.657), SU da dang ciia dd an (0.567), Mui vj
cua do dn (0.557), Sy thdn thien cua nhan vien
(0.550) va Nhieu djch vu gia lang (0.517)
Ngodi ra, nghien cUu cung chi ra rang: tren thi
trudng Hd Ndi hien nay nang lyc canh tranh hie'n
thj ciia chudi nha hang an nhanh KFC dUdc ngUdi
tieu dung danh gia cao nhal (0,505), sau dd den
(0 483), Tuy nhien mUc chenh lech ve ndng lyc
canh tranh cua 3 chudi nha hang dn nhanh nay
khdng cao, do dd su canh tranh true tiep giQa 3
trudng cd td'c dp phat trien manh vdi ty le trung
binh khoang 30%, Viet Nam hien van la thi trudng
day tiem nang cho nhQng tap doanthUc an nhanh
qudc te Sy gdp mat tiep theo cualVlcDonald's, dng
tdn nam giQ ngdi vuong vethUc an nhanhthe gidi,
vao th| trudng Viet Nam tiep tuc ddn ap tuc ten
nhQng chudi cifa hang an nhanh hien tai nhu KFC,
Lotteria va BBQ Chicken, ddi hdi cac chudi nha
hang nay can tap trung vao nhQng yeu t d ma
khoa hoc
khdeh hang quan tdm nha't d tren de' khdng ngifng nang cao nang lUc canh Iranh ciia minh •
Tai li$u tham khao:
1 Aaker, D.A and Jacobson, R., Study shows brand-building pays off for stockholders Advertising Age, Vol 65 No 30, p p18, 1994
2 Andersson, T.D and Mossberg, L , The dining experience: do restaurants satisfy customer needs?, Food Service Technology, Vol 4, pp 171-7,2004
3 Austrade, "Austrade Report:", available at
w v / w a u s t r a d e g o v a u / F o o d - t o - P a k i s t a n / default.aspx (accessed 9 November 2010), 2009
4 Aziz, F.K and Bukhari, A., Predilection of adolescent towards fast food, paper presented at the 5th ISOSS International Research Conference, 2009
5 Business Monitor International, Vietnam Food & Drink Report, 2013
Summary
With grow/th' of 26-30% per year, the fast food market has reached a high and stable growth in the food industries in Vietnam at present The statement of partnership with Good Day Hospitality in the franchise and opening its first store in 2014 of McDonald's has proved the attrac-tiveness of Vietnam fast food market after integra-tion By choosing 3 fast food chain stores whicti have developed with high speed and be the most
comparative advantage, this research has shown that according to the judgment of the consumers, KFC fast food chain stores are at the first position
of revealed comparative advantage, followed by BBQ Chicken and Lotteria
In addition, when assessing the revealed com-parative advantage of fast food chain stores in Hanoi, the importance of the evaluation cnteria are ranked from top to bottom as follows: place store in central, brand stores, price, promotions, chain stores, beautiful shop space, comfortable seating, diversity of food, taste of food, the
friend-ly store staff, quick service speed and ultimatefriend-ly many added value services