Q g f l N T R ! KIWH 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$t dang: 28/08/2017 Qiet tip trung nghien ctfu cac yiu ti cau thanh/cac tiiu chl dinh gia NLCT cua chuoi CH burger King trin d{a thi trUdng Ha Ndi nham xie djnh v/ the va ning cao nang luc canh tranh a Buiger King - mdt thUdng hieu an nhanh nii tiing cQa Mp ve san pham hamburger trin thi gidi in CO sd dSi sinh vdi cac doi thu canh tranh tren cOng dia b^n la KFC vi Pizza Hut Ttf khoa: chui! cOa hing, nang tuc canh tranh, an nhanh 1.Gidithi$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 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 Viit Nam Mdt nhOng hudng l i su bung nd va lan rdng cua nginh ing kinh doanh dich vy mdi an uong dd dd nhanh {fast food) chinh la mgt nhQng anh cd tidm ning p h i t then manh me Trong nhieu ngudi dan Vidt Nam v i n trung Itnh vdi i n nhanh via he truyen thdng, thi mdt phin khdng nhd ngudi d i n , dd cd ting du hpc sinh va nidn fre dang ehuyen ng an d eac eCfa hang dd i n nhanh eiia eac ng fy nudc ngoii ehd" ngdi sach se, thai dd gc vu ljch sU cCia nhin vidn v i tinh dOn gian 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 eie thUdng hidu dd an anh Sy gia nhap 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 ngiy cing cd su canh tranh gay gat, ddi hoi de tao dung V! tri vQng ctiac va khai thae th; frudng hidu q u i 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 vdi nd'lye didu hinh chinh s i c h , t h i o gd khd khan eho nen kinh te ddng thdi nhd nhQng t i e ddng tieh euc eiia sy phuc hdi kinh te the gidi, kinh te nude bat d i u cd su cai thidn d i e bidt ghi nhan mdc tang trudng ddt p h i nam 2015, dae biet tang trudng kinh te tinh rieng 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 hiiu phuc lidi song ndn kinh te Viet Nam v i n dang ddi m i t vdi nhieu khd khin anh hudng cua cudc khiing hoang kinh te trude dd Didu f i t yeu i i nhu cau tidu dCing cua ngudi dan, cy thd l i eho s i n pha'm an udng ed su suy giam, keo theo nginh thuc phdm an nhanh cung ddi m i t vdi nhidu thich thdc quy md thj trudng dang bj thu hep ThUdng hidu dd an nhanh Burger King la mdt thuong hiiu dd an nhanh noi tieng ciia My ve san pha'm hamburger tren the gidi, nhUng lai la mdt c i i fdn k h i mdi lg ddi vdi ngudi tidu dung Viet Nam, thim nhap thj trudng Viet Nam iii nam 2012 dudi hinh thdc nhUdng quyen thUdng mai cho t i p doin • khaa hoc thifdngmai _ — |QU(SHTRiKmHPOflNa^| IMEXPAN PACIFIC L i thUdng hidu ddn sau m i kmh te Vidt Nam vCia trai qua thdi k? khOng hoang, 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 ning 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 Ciu hdi d i t ctia b i i viet n i y t i p irung v i o van de l i m nhu the n i o thUdng hidu Burger King cd 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 Cd sd ly lu#n 2.1 Chuoi ciia tiang thtfc pham doan nhanh Theo Berman & Evans 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 thdng D i e diem chti ydu phan hd thdng eQa hang ban le td ehQe theo chudi vdi eac cQa hing hoat ddng ddn le l i - Ve sd luong mdt chudi thudng ed tQ eCra hang 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 cie eQa hang 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 eae hoat ddng marketing, tiet giam chi phi mua hing (phan quan trgng nhat 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 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 d tat ea cac dia b i n v i khu vye ma cdng ty 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 tieng Vi the hlnh ed ban hai md hinh Vj tri kinh doanh thuc pham an nhanh: + Md hinh thd nhat i i d i t v| tri kinh doanh tai eie khu sam uat, n g i ba nga tu Hinh thQe niy phu hop vdi eac thUdng hidu an nhanh da ed fdn tudi, tiem lye tai ehinh ldn va cd sQe hQt ddi vdi ddi tugng khich hing gidi tre 38 khoa hoc thifdngmai + Md hlnh thQ hai l i d i t vj tri kinh doanh eie khu vui chdi giai tri trung t i m thuong mai lan vdl gia thinh mat bang tuong ddi phu hdp, danh eho c i c thudng hiiu mdi dang x i y dyng tdn tudi He thdng chudi eQa hing 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 ntS ci cie 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 l i lien ket theo chieu ngang, d tat ea cac cQa hing trdn toin cai deu cung cap c i e san phi'm cung ehit lUdng, gij ca eung nhu thiet ke b i i trf, tidu chudn phucvtj nhu 2.2 Nang Itfc c^nh Theo Michael E Porter, nang lyc eanh Irani' cua doanh nghidp l i kha nang vugt qua cac S6 thu canh tranh dd tri v i phit tridn chinh bar thin doanh nghiep dd tao gia trj gia tang cac phu hgp vdi nhu eau khich hing, ehi phi thap nang suit eao nham fang nhanh lgi nhuin Nhi 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 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 ta danh gia kha nang cgnh tranh eCia doani 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 edng nghd Tuy nhien, kha nam n i y lai bj tae ddng bdi nhidu yeu td ben ngoa (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 Thuc td cho thay, khdng mdt doanh nghidp nao « 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 hing NhQng diem manh va diem yeu bei 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' thdng thdng tin, Nhu viy, ed the thiy, khai nier nang lyc canh tranh la mdt khai ni$m dpng, &i$ quan trgns chi eang gia tSfil Gia trj cOa O^l^ch chuSIcua cua cac chl mtJc dg dau tu B a y M chuan cac chl b'Su thuang hi$u tieu la mdt Igi the dd Buig^ Kirig tUdng lai phl^ 0,094 Chat luonq san pham 2,99 0,427 trien trd thinh thuoiig Da dgnq san pham 0,068 3,97 0,496 hieu fast food hing 6m He thonq phSn ph6i 0,521 0,1 4,71 Viet Nam Chat lugnq diem phan ph6i 3,64 0.505 0,079 Chat lugng d[eh vu; Khuyen mai 0,082 3,95 0,494 Burger King trin the Quang cao truyen thfing 4,11 0.497 0,083 gidl vdn da tao dUnguy 3,536 Gia 3,15 0,485 0,093 tin cao ve chat luqng Thai phuc vu 0.387 3,02 0,09 dich VLl bdi tap khach Toe dp phuc vu 3,62 0,489 0,074 hang hp hudng tdi IS Gidl quyet khieu nai 2,85 0,485 0,078 nhOng t i n g Idp frung An toan v# sinh 3,18 0,507 0,083 luu trd ndn xa h^i, Uy tin thUdng hieu 3,15 0,414 0,077 dd tCl dSu thUdng hieu da rat chu (Nguon: XO I'y bang phan mem excel) frong dau tu vao chat lugng djch vg tao si/ Bang 3.- Chi so NLCTcOa thtfdng hieu Pizza Hut vugt trdi hdn so vdi Ccic ddi thu canh franh Tgi 0$quan Chi so NLCT Vidt Nam CLI the la thj Gia tn cOa D$l$ch trpng cOa chuot cOa trudng H i Ndi phUdng cac d i l tieu chuan cac chl tieu thuang hl$u cham dd cing dUdc ttil Chat ludnq san pham 4,05 0,472 0,094 hien manh me, Burger Da dang san pham 3,57 0,497 0,068 King da l i m cham Igi He thong phan phoi 3,18 0,507 0,1 cudc dua thj phan Chat luang diem chan phoi 3,77 0,45 0,079 thdng qua viec gianh Khuyen mai m i t bang nhU thdi gian 3,32 0,491 0,082 dau d phd Ho Chl Quang cao tnjygn thong 3,04 0,484 0,083 3,579 Mmh, thay v i o dd cac Gia 2,97 0,426 0,093 diem ban tgi Ha Nfii Thai phuc vu 4,07 0,469 0,09 dang thue hidn kl Toe dfl phuc vu 3,2 0,477 0,074 hogch t i p trung nSng Giii guy el khieu nai 4,02 0,439 0,078 cao e h i t lUdng tO£ln An toan ve sinh 4,01 0,427 0,083 dien tCi cd sd v i t chat, Uy tin thuonq hieu 3,77 0,45 0.077 chat iugng san pham, va d i e bidt la chu^n (Nguon XO ly bang phan mim excel) hda ddi ngu nhan luctCf manh chinh la ngudn t i i chinh vQng manh, ehit nhdn vidn den quan 1^ D i e biet vi tri quan ly cd lugng dfch vu dupc dinh gia cao v i v i n hda tap the thdi gian d i o tao gan t h i n g thdng qua hdn Ngudn t i i chinh: vdi ngudn t i i liie doi ciao v i k^ hem tra gat gao v i khoang thing danh gia dau tu manh me eua ca phia thUdng hidu chinh v i kha ning dtJng ea mdt minh mdi cd the cWnti ddn VI mua nhugng quydn tap doan IPP, giOp thilc trd shift - sup Ngoai Burger King Burger King tgi Vidt Nam du dang ddi m i t vdi rat quan tam tdi viec huan luyen nhan vien cac nhieu thdeh Ihtle tai th| frudng nhung v i n dtj ti; tin ky n i n g mdm, xO ly tinh huong vdi khach hSng, canh franh dudng dai vdi cae fhUdng hidu i n quan ly dao tao thudng xuyen cd stJ theo doi nhanh l