
Phân tích chiến lược kinh doanh của KFC tại Việt Nam
3.1 Phân tích môi trường
3.1.1 Môi trường bên ngoài
3.1.1.1 Môi trường vĩ mô
3.1.1.1.1 Môi trường chính trị
 !"#$%&'(
%)&$*+,-"-./010',2.34
45"-$'6789''&'
%:'&&";<=53>&=&"=9
 >?@A??B"',C6=:%-=&&
??ADEEF.;>G=:HIDEE'31&'>J;'3
9K:%.LFMN'OP&45744=:
"?D&9J'PQ@MN".N',O"<"
'.'(';1RI&'('=&9
ST("51R.N/CK US/=J$B&'C
>V>V>W.#XYC#;>C"N3
";$'64-','#"Z.,'3
';";6=C=55"$'.-"8'-.'(
)C=C..[==19\
-75"$''&''&&";"J:
.->:)&'0#&"("N3
<;&9
"?

3.1.1.1.2 Môi trường pháp luật
]&.#:&^C"_=>:=5_3'-=
1`=C=$/&.#9
• Pháp lệnh về vệ sinh an toàn thực phẩm.
]&.'C6>?FAaADEEb;;'7c
=[T4"3c=C'60><':*=O`

`=:%:/9
','s[+0>1-&.#t3
'7=#.&''nN)'c>7=:&"(9
3.1.1.1.3 Môi trường kinh tế
• Tốc độ tăng GDP
.-'&"('-k"<39Hk
DEEE':DEEQ'-k"<7=k'7%&k.C<*H
@MUaMAk9K-=/=:+>"8kDEE@uDEEa
7=:o6<""_9K'P'-k"<',T
':*6&'-9f;=c63:6<8=:o_
1>6<!79'-k"<Br]tZQ9LM9
h>6kDEEF-=/=:',3'&>97=:
11nTk"<Br]"kDEEF;I=QM9W.
k"<Br];"%GbkDEEF;>7=:'"J'
Tn=&8[!12+;=cRZ#9
>Jk"<#.3>.:3'k
&k:`DE?EUDE??9iG'7>6<.s5/','
&=J=:"&'0>+^&">'4.3
&#JRZ";964$=:'=C(
--7;-N89
"b

=J;>2"ev-g1`.-"
5&%P'-k"<Br]2=dk"4#>
'1'&s'3*Br]kDE?E.Q@M9 -1;:*'&H
=%J=:9
• Tốc độ lạm phát.
H"':N.3&.C.>:.&%.G''9
o'['(=(&$'.3&9'k"<',P.)
.04"3.3&k'-6:D',.&

-9nN-%>:0o''!"./'-k!>
/7=:1>"4k"<.G=QLM9
• Chính sách tiền tệ.
`N'*'S5/T/"kDEEFR.=7
:.3&9
s&1T5&7.OP=(&.,;'(=5
5'','.,;7*.,;"=+>"=/
5:9.7'P.3'7=03
'-%5='6'9KC'(0z%
1${;$'9
S&':5*=&<&"(Jn>
'-7=:/>:H09r'P=Ct
6.56./7=:=&0I
3%1:@EM>9"6&1n=
.+;=c'&0P(|"1=P=k
6=,#5.,;9
"L

S2'P5&=Po'&1T+`+^q:
1'(1>"4+;9
S5&7&/T'5=4,.3&.
-P=5%/'=}P..,;0
)&'n"mI',3-*)&'9
• Các chính sách khuyến khích đầu tư khác:
J3&5&75/o',-5&=5
=&''NJ12|"J';/T'k=G=
1q:;>k'~&'o5&:
#&0=>:=5J12'N10985&>',
.385&'.RNJ12=&'
!I&1&"=NJ12P+'c>3J

3""(_&"(&9
4'!'(=ck/N7"3&5k8
PkZ1'("6PP!="'(k
I972€1T7.3'!"OH7m[
C999'(.kR1R72'c97[€
1T[J/>J.Z€1T&;c'(.
k[/c3;1R'c9
Kck/N'06=&"•8b79N 7
[N€1T/m1R6|%1_%`9999'(:6:
Pk9W€1T>'-;IN}" 79
"&Pk!N=12!12";5_/'N9N7
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=^[IN79>J<?2-e4l
ie"=c7>o==^4N79Khc/
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'P.3.'('!"/&c*k/K‚S90>"<-
"";=P%&,*kJ6(.ƒ..6``=:
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W*=O`''NJ12%0'1>.N
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'.-"8>J0P=:NJ12;>
1}1!c#I=12.3*k>9nN7T6J6
7c>=:NJ12;.Z
c<&%&9
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'1P>'$P%`H128Pk">7'ZO

…o6:J"8k=:3<"-"N/i`"
R''!.J'9ST("k>i`"s<JaE€
<]hS h:ehC~
• KCu
KC.-"51"&"($€*k
=(9 '0>SC>&KCWBZJ/#
'KC',="I€KUrTTJ6&`=(C4
*k9K&TJ/€>/>:."m9…>q
r>B&':%>7/C>6:€KUr6&
6&1†‡‡6"`"&.3*9Y`=:3)Cs
<J6€8<]hS \CP9
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"J'0>.6'/',3""J"NK‚S"
=ƒ..6``!120#H";.3O"TI"&
'`K‚Si`"9J-C./',=•'':
"J"NuKCP(;>"N*k'
C'-=.89
.:.-,">7*kH.0'N',P";7=
"+0#"N'nN=k5*3>
4(=&=ˆ/"NK‚S',1'"51R'"
c*k3>JK‚Soc"_
6<&'/'7':.&+0#<"-.3
:6&/49"N*kRsC'-"k>
8k:`9
3.1.1.2.2 Áp lực từ sản phẩm thay thế.
SP(#;>"N*ktC'-;>k"<.3'0>1
=c/"N','&,'&*9>J.
-C.3PkPc";)'134:>I
HPcP=k>:>=C.O'&,*k

868k;.9
f"nN=4Y"m\.=cN10)>G*"•7!
&&"_',P>(6:;'7!>9'=}=
k"I4>J;.'cok`N
'NJ1','%0':;'7;.*=O`9
hI:8N10k.C.-;:>
-'C10&.";.'!
6.&7.Ic9nN-x.10"mP
#>k4(4/"m.3"-
.&;9
"??

K::=(':.=c/N=c/N";
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N=C756^#>'P.3.'('!"/&c
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kJ6(.ƒ..6``=:0#u;63u:
O%>C9
S2.;'74*%07*=O`9"=N ˆ1q
1;#-I(#3'(O,<5k4N
.3=C#>9N41&6J.";%"__4
:_sP0.G`3=€1T&c71wI:8*=O`
''NJ12%0'1>.N[6
6^43('N'kP9*k'
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"N=$.n'c6J3'P8|.=C6:
O/&,*k2=c/N',;#
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8"#X.8>:.#-
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t06<8.'C10P*=&J
-0/_'.&"("-=[9H805
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P&.-"0[J8IP:'•P7N
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3.1.2.2 Công nghệ chế biến
Wc/K‚S3':6:`Jc"J:9
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:65#/??.3I-2=ˆ#;I6R'
&1T':>C>9 "7kS.`.W1`"',;8C*
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Trích đoạn Chiến lược xúc tiến: Hoạt động phân phối: Thời gian cùng sự biến đổi các yếu tố và ranh giới giữa khó khăn thuận lợi trong hoạt động KFC vừa qua tại Việt Nam

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