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This document provides an introduction to a thesis examining the brand development strategy (BDS) of KFC in Vietnam. It discusses the importance of brands and effective BDS for businesses competing in today's markets. The objectives are to examine KFC's product, price, place, positioning, promotion strategies and brand culture in Vietnam, and determine if its BDS is successful. Desk research of references, websites and other sources will be used as the methodology. The study will focus on analyzing the six main steps of KFC's BDS in Vietnam, provide a brief history and SWOT analysis of KFC in the market, and conclude by providing recommendations to improve KFC's current BDS. The research aims to help Vietnamese firms
This document provides an introduction to a thesis examining the brand development strategy (BDS) of KFC in Vietnam. It discusses the importance of brands and effective BDS for businesses competing in today's markets. The objectives are to examine KFC's product, price, place, positioning, promotion strategies and brand culture in Vietnam, and determine if its BDS is successful. Desk research of references, websites and other sources will be used as the methodology. The study will focus on analyzing the six main steps of KFC's BDS in Vietnam, provide a brief history and SWOT analysis of KFC in the market, and conclude by providing recommendations to improve KFC's current BDS. The research aims to help Vietnamese firms
This document provides an introduction to a thesis examining the brand development strategy (BDS) of KFC in Vietnam. It discusses the importance of brands and effective BDS for businesses competing in today's markets. The objectives are to examine KFC's product, price, place, positioning, promotion strategies and brand culture in Vietnam, and determine if its BDS is successful. Desk research of references, websites and other sources will be used as the methodology. The study will focus on analyzing the six main steps of KFC's BDS in Vietnam, provide a brief history and SWOT analysis of KFC in the market, and conclude by providing recommendations to improve KFC's current BDS. The research aims to help Vietnamese firms
Businesses today are aware of the important role of brand to its development, on the grounds that they understand that consumers sentiments are often attracted by the brands which have been shaped effectively and popular. In addition, obviously each company, each product, each enterprise needs their own brands to position themselves in the current competitive red ocean with numerous strong competitors. For the sake of competing and attract customers, a brand conveys to consumers, shareholders, stakeholders, society and the world at large all the values and attitudes embodied in a product or service or company. Hence, the role of brand is important that needs a good suitable brand-development strategy (BDS). Otherwise, Vietnam has very few enterprises which can develop their brands efficiently due to the inefficient BDS. A BDS is always a difficult task; requiring enterprises to invest plenty of time, efforts and money to achieve the ultimate goal, which is trust and loyalties of customers. Therefore, the research on greatest global brands is needed to help Vietnamese firms can acquire experience in building and developing their own brands. In addition, one of the identities that help people be distinct from one culture to another is eating habits. People from different countries or regions have the different way to enjoy food. However, local people usually change the way and type of food they eat. As we can see, American and European people dine at Japanese, Chinese, Vietnamese or Thai restaurants. In the meantime, Asian people enjoy their meals at French or Italian restaurants. To be more specific, foreign restaurants are more popular in Vietnam exceptionally fast food restaurants such as KFC, Subway, McDonalds, Burger King, Lotteria, Jollibee and etc. Most Vietnamese people know KFC and use its products every day. Therefore, conducting a research on KFCs BDS can give readers the knowledge about this giant brand in Vietnam. The third reason is that due to being a business student with desire to be a successful entrepreneur in the future, we need to be good at economic knowledge. Conducting this research will give me the good opportunity to access and comprehend economic knowledge. For these reason, I decide to undertake this research painstakingly about the BDS of KFC in Vietnam. All above, hopefully, this research would like to help Vietnamese students studies in the environment of international business. 2. Objectives The main objective of the study is to examine the BDS of KFC in Vietnam through its product, price, place, positioning, promotion strategies and its brand culture; and come to conclusion that whether its BDS is successful or not. In this study, brand-development strategy of KFC is the research problem that is needed to be clarified based on some theoretical backgrounds. In addition, the study also provides some recommendations about how to limit the drawbacks and improve KFCs BDS in Vietnam. To fulfill the given objectives, the study is required to solve some questions: What is the brand-development strategy of KFC in Vietnamese market? How KFC undertake its brand-development strategy? Is KFCs brand-development strategy successful? 3. Methodology The study utilizes desk research as the main method to gather information about research problem from various sources: reference books, thesis, dictionaries, and websites. Of all these sources, websites are utilized as main references. The research problem concerns about a marketing strategy brand-development strategy of KFC, so, some economic websites such as: ama.com (American Marketing Associations website), brandvietnam.com, KFCvietnam.com.vn, KFC.com, yum.com, businessdictionary.com, entrepreneur.com and other related websites. 4. Research design and scope 4.1 Scope of the study Owing to the topic of this dissertation Brand-development strategy of KFC in Vietnam, researcher would like to focus on analyzing six main steps to conduct a good BDS of KFC in Vietnam. 4.2 Research design Apart from this preamble, the study is structured of three more chapters. First of all, the introduction is an overview of the thesis, which presents the rationale, the purposes, the scope and design, and the methodology of the study. Chapter I is the theoretical background of the research. It includes the comprehensive theories about brand, BDS and evaluation method that directly related to the research problem. Chapter II provides the brief information about history of KFC and the its process of building brand in Vietnam along with briefly analyzing the SWOT of KFC when conducting BDS in Vietnam. However, the main part of this chapter is focusing on analyzing KFCs current BDS in Vietnam by scrutinizing six main steps to build up a strong BDS. Chapter III gives some recommendations about how to improve the current BDS of KFC in Vietnam. Finally, the thesis concludes all of the analysis that mentioned in the previous chapters.