vanluong.blogspot.com coop mart can tho
TRANSCRIPT
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TRNG I HC CN THKHOA KINH T - QUN TR KINH DOANH
&
LUN VN TT NGHIP
ti:
LP K HOCH MARKETINGCHO SIU TH CO.OP MART CN THNM 2010
Gio vin hng dn: Sinh vin thc hin:L TH DIU HIN LNG V ANH CHI
M sSV: 4061471Lp: QTKDTH kha 32
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MC LC
CHNG 1 GII THIU ..................................................................................... 1
1.1T VN ................................................. ......................... ....................... 1
1.2MC TIU NGHIN CU............................................................................. 2
1.2.1 Mc tiu chung ......................................................................................... 2
1.2.2 Mc tiu c th.......................................................................................... 2
1.3 PHM VI NGHIN CU ............................................................................... 2
1.3.1 Khng gian nghin cu ............................................................................. 3
1.3.2 Thi gian nghin cu................................................................................. 3
1.3..3 Phm vi nghin cu.................................................................................. 3
1.4 LC KHO TI LIU ............................................................................... 3
CHNG 2 PHNG PHP LUN V PHNG PHP NGHIN CU....... 42.1 PHNG PHP LUN.................................................................................. 4
2.1.1 Vi nt v Marketing................................................................................. 4
2.1.1.1 nh ngha v Marketing .................................................................... 4
2.1.1.2 Mc tiu ca Marketing...................................................................... 5
2.1.1.3 Chc nng ca Marketing................................................................... 5
2.1.1.4 Vai tr ca Marketing......................................................................... 6
2.1.2 Khi nim v Marketing hn hp .............................................................. 62.1.2.1 nh ngha v Marketing hn hp ...................................................... 6
2.1.2.2 Thnh phn Marketing hn hp.......................................................... 6
2.1.3 Hoch nh Marketing cho doanh nghip .................................................10
2.1.3.1 Phn tch mi trng bn ngoi ....................... ......................... .........10
2.1.3.2 Phn tch mi trng ni b ..............................................................10
2.1.3.3 Phn tch SWOT................................................................................10
2.2 PHNG PHP NGHIN CU ...................................................................11
2.2.1 Phng php thu thp s liu ...................................................................11
2.2.2 Phng php phn tch.............................................................................11
CHNG 3 PHN TCH THC TRNG HOT NG KINH DOANH TI
SIU TH CO.OP MART CN TH ...................................................................13
3.1 GII THIU CHUNG V H THNG SAIGON CO.OP .............................13
3.1.1 Qa trnh hnh thnh v pht trin ............................................................13
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4.31. Nh cung ng...........................................................................................46
4.3.2 Khch hng ..................... ......................... ...............................................46
4.3.3 i th cnh tranh hin ti .......................................................................56
4.3.4 i th cnh tranh tim n .......................................................................58
CHNG 5 GII PHP MARKETING CHO SIU TH CO.OP MART BA
QU CUI NM 2010.......................................................................................59
5.1 C S LP K HOCH .................... ......................... ......................... .........59
5.2 XY DNG CHIN LC ..........................................................................62
5.2.1 Chin lc sn phm................................................................................62
5.2.2 Chin lc gi..........................................................................................62
5.2.3 Chin lc phn phi .................... ......................... ......................... .........63
5.2.4 Chin lc chiu th .................................................................................63
CHNG 6 KT LUN V KIN NGH .........................................................68
6.1 KT LUN ...................... ......................... ......................... ............................68
6.2 KIN NGH....................................................................................................68
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MC LC BNG
Bng 01: M hnh ma trn SWOT ......................................................................11
Bng 02 : Tnh hnh doanh thu ca siu th giai on 2007- 2009........ 20
Bng 03: Tnh hnh doanh thu cc ngnh hng t nm 2007- 2009 .....................26Bng 04: Cc t s ti chnh ...............................................................................30
Bng 05: Lng khch hng bnh qun v gi tr ha n bnh qun ..................32
Bng 06: Lng khch hng qua ba nm ............................................................33
Bng 07: Tnh hnh doanh thu ngy 8/3 qua ba nm 2007 -2009.........................39
Bng 08: Tinh hnh doanh thu ngy 27/2 qua ba nm 2007- 2009.......................40
Bng 09: Siu thc khch hng la chn mua sm........................................46
Bng 10: Ma trn SWOT ....................................................................................60
Bng 11: Mc tiu doanh s ca siu th nm 2010.............................................63
Bng 12: Chi ph thc hin t 1 ........................................................................64
Bng 13: Chi ph thc hin t 2 ........................................................................66
Bng 14: Mc gim trn tr gi ha n..............................................................66
Bng 15: Chi ph chng trnh gim gi .............................................................66
Bng 16: Chi ph gim thc hin t 3................................................................68
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MC LC HNH
Hnh 01: S quan nim v Marketing................................................................ 5
Hnh 02: Cc thnh phn ca Marketing Mix......................................................... 6
Hnh 03: Mc tiu ca gi...................................................................................... 8Hnh 04: Ni dung ca chiu th ............................................................................ 9
Hnh 05: Logo ca h thng siu th Co.op Mart...................................................15
Hnh 06: S t chc .........................................................................................19
Hnh 07: Tnh hnh doanh thu qua ba nm 2007- 2009..........................................20
Hnh 08: Trnh nhn vin trong siu th............................................................22
Hnh 09: Doanh thu ca cc ngnh hng...............................................................26
Hnh 10: T trng cc ngnh hng qua ba nm 2007 2009 ........................ .........27
Hnh 11: Lng khch hng bnh qun v gi tr ha n trong ngy....................32
Hnh 12: Lng khch hng mua sm ti siu th t nm 2007 -2009 ...................34
Hnh 13: Doanh s v lng khch hng bnh qun ngy 8/3 qua ba nm 2007-2009........39
Hnh 14: Doanh s v lng khch hng bnh qun ngy 27/2 qua ba nm 2007 -2009.....40
Hnh 15: L do khch hng chn la mua sm ti siu th Co.op Mart Cn Th...47
Hnh 16: Mc hi lng ca khch hng v cht lng dch v ca siu th
Co.op Mart Cn Th.............................................................................................49
Hnh 17: Mc hi lng v gi...........................................................................50
Hnh 18: Mc hi lng v cc chng trnh khuyn mi ..................................51
Hnh 19: Mc hi lng v nhn vin ti siu th ...............................................52
Hnh 20: Mc hi lng v nhm nhn vin ti siu th .....................................53
Hnh 21: L do khng mua sm ti siu th Co.op Mart Cn Th..........................54
Hnh 22: Cc chng trnh khuyn mi c yu thch.........................................55
Hnh 23: Ngun thng tin nhn bit cc chng trnh khuyn mi ti siu th ......55
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GVHD: L Thi Diu Hin 1 SVTH: Lng V Anh Chi
CHNG 1
GII THIU
1.1 T VN
Trong qu trnh hi nhp su rng vi nn kinh t thi gii, Vit Nam
n nhn nhiu chi ln lao pht trin, l iu khng ai trong chng ta cth ph nhn. Tuy nhin, bn cnh , vn cn nhng kh khn khng nh m
Vit Nam chng ta phi i mt. Theo cam kt vi WTO, sau khi gia nhp, Vit
Nam phi to iu kin thun li cho cc tp on bn l nc ngoi vo Vit
Nam. c nh gi l mt quc gia tim nng trong th trng bn l, Vit Nam
lun l ch n ca cc tp on bn l ca nc ngoi. Theo ng Richard
Leech, gim c cng ty CB Richard Ellis Vit Nam, mc d bnh hng bi
khng hong kinh t ton cu, song nm va qua th trng bn l Vit Nam vnxut hin nhiu thng hiu quc t mi nh Naf Naf, Morgan de Toi, Mexx,
Aldo, Hard Rock Caf, Debenhams. iu ny cho thy chc chn trong nm
2010 s c thm nhiu nh bn l cao cp nc ngoi tham gia vo th trng
bn l Vit Nam. Nh vy, l mt thch thc khng hn gin vi cc
doanh nghip trong nc. iu ny dn n s cnh tranh gay gt gia cc doanh
nghip trong v ngoi nc. Khng nm ngoi quy lut , Saigon Co_op cng
khng ngng phn u, hon thnh mc tiu tng nm nhm hon thnh mc
tiu t c 50 siu th trn ton quc nm 2010 v gi vng danh hiu Nh
bn l hng u Vit Nam Top 500 nh bn l hng u Chu Thi Bnh
Dng
Ngy 9.02.1996, siu thu tin ca h thng Co.op Mart ra i ti ng
Cng Qunh, TP. HCM, thnh qu ca qu trnh nm bt chi trong thi ki
mi. Khng ngng n lc pht trin, siu th Co.op khng ngng m rng h
thng bn l ca mnh ti th trng trong nc. Ti Cn Th, thng hiu
SaigonCo.op Mart c thnh lp vo ngy 19.08.2004. Tuy nhin, ti qun
Ninh Kiu, TP Cn Th hin nay c n 5 siu th bao gm siu th CitiMart,
MaxiMart, Vinatex, Metro v Co.op Mart, iu ny dn n s canh tranh v
cng gay gt gia cc siu th. V th hon thnh mc tiu nh nu, siu th
Co.op Mart ni chung v siu th Co.op Mart Cn Thni ring phi c nhng
gii php thch hp c th nng cao nng lc cnh tranh cho mnh. V mt
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GVHD: L Thi Diu Hin 2 SVTH: Lng V Anh Chi
trong nhng gii php l phi c mt k hoch marketing hon chnh. Chnh
v th m tn ti Lp k hoch marketing cho siu th Co.op Mart Cn
Thnm 2010 lm mc tiu nghin cu.
1.2 MC TIU NGHIN CU
1.2.1 Mc tiu chung
Phn tch hot ng kinh doanh ca siu th trong thi gian qua. Thng qua
nhn nh c im mnh, im yu ca siu th, ng thi cng nhn nh
u l chi v e da. T ra nhng gii php marketing thch hp nhm
nng cao nng lc cnh tranh ca siu th trong thi gian ti.
1.2.2 Mc tiu c th
nh gi tnh hnh hot ng kinh doanh ca siu th Co.op Mart qua ba
nm 2007, 2008 v 2009
nh gi thc trng hot ng marketing thc hin trong nm 2009
Phn tch, nh gi cc yu t mi trng vi m, vm tc ng n hiu
qu hot ng kinh doanh ca siu th.
Nghin cu mc hi lng ca khch hng i vi cc dch v lin quan n si
th.
xut cc gii php marketing gip siu th nng cao hiu qu hot
ng kinh doanh v tng cng kh nng cnh tranh trn th trng.
1.3 PHM VI NGHIN CU
1.3.1 Khng gian nghin cu
ti c thc hin ti siu th Co.op Mart Cn Th.
1.3.2 Thi gian nghin cu
ti c thc hin trong khong thi gian t ngy 10.1.2010 n
31.03.2010
1.3.3 Cu hi nghin cu
Cc yu t ca mi trng bn trong v bn ngoi tc ng n hiu quhot ng kinh doanh ca cng ty nh th no ?
Cc chin lc trong thi gian qua c hiu qu khng ?
Mc hi lng ca khch hng v siu th Co.op Mart nh th no ?
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GVHD: L Thi Diu Hin 3 SVTH: Lng V Anh Chi
1.4. LC KHO TI LIU
Ng Th Qu Tm (2007),Chin lc nng cao qung b thng hiu
Co.op Mart ti chi nhnh Cn Th
- Mc tiu ca ti : nh gi tng quan v hnh nh siu th Co.op Mart
Cn Th, t a ra nhng phng hng nhm nng cao qung b hnh nh
thng hiu Co.op Mart trong tng lai
- Ni dung nh gi : phn tch thc trng cng tc marketing nhm nng
cao qung b thng hiu Co.op Mart, ng thi cng phn tch thun li, kh
khn, chi v thch thc ca siu th. T a ra nhng gii php thch hp
nhm nng cao thng hiu Co.op Mart.
Nguyn Hong Dip (2008), Lp k hoch marketing cho cng ty tin hc
u 2008
- Mc tiu ca ti : phn tch, nh gi nhng g cng ty tin hc u
lm c, nhng mt mnh v yu trong qu trnh kinh doanh. T a ra gii
php nhm y mnh hiu qu hot ng kinh doanh ca cng ty.
- Ni dung nh gi: phn tch thc trng hot ng kinh doanh ca cng ty
trong thi gian va qua. Nu bt im mnh v im yu cng nh chi v
thch thc ca cng ty. T vch ra cc gii php v marketing ph hp nhm
nng cao hiu qu hot ng kinh doanh v hnh nh ca cng ty trn th trng.
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GVHD: L Thi Diu Hin 4 SVTH: Lng V Anh Chi
CHNG 2
PHNG PHP LUN V PHNG PHP NGHIN CU
2.1 PHNG PHP LUN
2.1.1 Vi nt v marketing
2.1.1.1 nh ngha v marketingTheo Philip Kotler, Marketing l s qun l x hi thng qua s sng to
ca c nhn v tp th thay i s tiu th. L t do trao i sn phm v cc gi
tr khc t bit c nhu cu ca x hi.
nh ngha nhn mnh 5 vn :
- Marketing l hot ng mang tnh sng to
- Marketing l mt hot ng trao i t nguyn
- Marketing l mt hot ng nhm tha mn nhu cu con ngi- Marketing l mt qu trnh qun l
- Marketing l si dy lin kt gia x hi v cng ty, x nghip
Theo nh ngha ca vin Marketing Anh, Marketing l qu trnh t chc v
qun l ton b cc hot ng sn xut kinh doanh t pht hin ra v bin sc
mua ca ngi tiu dng thnh nhu cu thc s v mt hng c thn vic sn
xut v a hng n ngi tiu dng n ngi tiu dng cui cng nhm
m bo cho cng ty thu c li nhun nh d kin
Cn theo Hip hi Marketing M nh ngha, Marketing l qu trnh lp
k hoch, thc hin k hoch , nh gi, khuyn mi, phn phi hng ha, dch
v v tng nhm to ra s trao i gia cc nhm mc tiu, tha mn mc
tiu ca khch hng v t chc.
Theo nh ngha ca G.I Dargon th Marketing nh mt rada cho hot
ng ca x nghip v nh mt my chnh lu ng ph vi cc hot ng din
ra trn th trung.
Qua cc khi nim chung nht v Marketing, chng ta thy ro quan nim v
Marketing bao gm :
- Ch bn ci th trng cn, chkhng bn ci mnh c. Xc nh r
nhu cu ca khch hng, mong mun m h cha c p ng.
- Cn phi nghin cu, tm hiu r xu hng, th hiu ca khch hng.
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GVHD: L Thi Diu Hin 5 SVTH: Lng V Anh Chi
Quan nim v Marketing c thc c th ha bng s sau :
Hnh 01 : S v quan nim marketing
2.1.1.2 Mc tiu ca Marketing
a.Ti a ha tiu dngMarketing kch thch tiu th, to iu kin tiu th ti a
b. Ti a ha stha mn ca ngi tiu th
Lm cho ngi tiu dng tha mn ti a v cht lng tiu th m nh
sn xut em li
c. Ti a ha schn la
em li cho ngi tiu dng nhiu s la chn, gip h tha mn nhu cu
v vt cht v tinh thn m sn phm hoc dch vem li.
d. Ti a ha cht lng ca cuc sng
Lm tng cht lng cht lng cuc sng : cht lng hng ha, sn
phm, dch v, mi trng sng, danh ting.
2.1.1.3 Chc nng ca Marketing
o Kho st th trng, phn tch nhu cu, don nhu cu.
o Kch thch sn xut thch nghi vi bin ng ca th trng v khch hng.
o Tha mn nhu cu ngy cng cao ca khch hng.
o Tng cng hiu qu hot ng kinh doanh.
2.1.1.4 Vai tr ca Marketing
o Gip cng ty xc nh c th hiu, phn khc th trng ca mnh
o Marketing gp phn thc y, sng to nhu cu ca ngi tiu dng i
vi sn phm v dch v
Nhu cu cn thitMong mun
Nhu cu
SN PHMGi trChi phS tha mn
Trao iGiao dchMi quan h
TH TRNGTip thNgi lm tip th
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GVHD: L Thi Diu Hin 6 SVTH: Lng V Anh Chi
Gi bn xc nh bao nhiu chin lcgi
Bn u ? Lc no? Chin lcphn phi
Sn xut ci g? Th no? Bao nhiu chin lc sn phm
P1(product)Sn hm
P2(price)Gi c
P3 (place)Phn hi
P4(promotion)Chiu th
Bn nh th no? Bng cch no?Chin lc chiu th
o Marketing gp phn tha mn nhu cu ca ngi tiu dng, to ra nhng
sn phm dch v vi mc gi c m ngi tiu dng c th chp nhn c.
2.1.2 Khi nim v Marketing hn hp
2.1.2.1 nh ngha v marketing hn hp
Marketing hn hp l s phi hp hay sp xp cc thnh phn ca
marketing sau cho ph hp vi tnh cnh kinh doanh thc t nhm cng c v tr
ca x nghip hay cng ty trn thng trng. Nu s phi hp ca cc thnh
phn marketing c ng b v nhp nhng thch ng vi tnh hung ca th
trng th cng vic kinh doanh ca cng ty s tri chy, hn ch nhng ri ro.
T cng vic kinh doanh s thun li, t c li nhun ti a.
2.1.2.2 Thnh phn ca Marketing Mix
Hnh 02 : Cc thnh phn ca marketing Mix
a. Chin lc sn phm
Vai tr ca chin lc sn phm
- P1 c vai tr cc k quan trng, c xem l nn tng, l xng sng ca
4p
- Gip doanh nghip xc nh hng i, hn ch ri ro- P1 gip cho cc P cn li trong Marketing Mix
- Gip thc hin cc mc tiu chung : li nhun, uy tn, th lc, an ton v
hiu qu.
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GVHD: L Thi Diu Hin 7 SVTH: Lng V Anh Chi
Cc chin lc sn phm
Chin lc chng loi sn phm
- Mrng chng loi : tng theo tuyn sn phm theo chiu rng, chiu su
ca sn phm
- Hn ch chng loi : gim bt nhng sn phm km cht lng, tp trung
cho nhng sn phm ch lc
- Thit lp, nh v sn phm: cng c sn phm i vi i th cnh tranh,
tp trung vo tuyn sn phm ch lc nhm li cun khch hng.
Chin lc hon thin v nng cao c tnh sdng
- Nng cao hiu sut, cng sut ca cng c hin c
- Khai thc cc thuc tnh ca sn phm nhm tha mn nhu cu ca
ngi tiu dng
- Nng cao cht lng
Chin lc i mi chng loi sn phm
- Pht trin thm sn phm mi cho th trng hin ti
- i mi theo dng thng mai i ln hoc i xung
Thng mi i ln : to ra sn phm danh ting, nh gi cao cng vi
kinh doanh sn phm hin ti vi gi thp nhm li ko, gi chn khch hng.
Thng mi i xung : thm sn phm vi gi thp vi tuyn sn phm
danh ting c thm khch hng.
b. Chin lc gi
ngha ca gi c trong kinh doanh
L mt trong nhng cs khch hng quyt nh mua sn phm ny
hay sn phm khc. L n by kch thch tiu dng.
L v kh gip doanh nghip cnh tranh trn thng trng.
Vai tr ca gi c
Gi c hnh thnh da trn gi tr s dng gi tr gi c. Trong thc t, gi c ca sn phm khng ch gn lin vi nhng li ch
n thun t sn phm m gi ca mt sn phm cn gn lin vi li ch dch v
m sn phm em li nhm tha mn nhu cu ca khch hng.
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GVHD: L Thi Diu Hin 8 SVTH: Lng V Anh Chi
Nhng mc tiu ca nh gi
Hnh 03 : Mc tiu ca gi
c. Chin lc phn phi
Vai tr ca phn phi
L cu ni gip doanh nghip ap ng kp thi nhu cu ca khch hng.
Tp trung sn phm, iu ha sn phm.
Lm tng gi tr sn phm.
T chc iu hnh vn chuyn, hn ch ri ro, tit kim chi ph.
Cc chc nng ca phn phi
Nghin cu nhu cu ca ngi mua.
Tn tr v lu kho.
Giao dch thng mi, tm ra khch hng tm nng.
Lm thch ng mt hng thng mi, tha mn nhu cu ca khch hng.
Xc tin h trbn hng, thuyt phc mua hng. Thng tho, t s tha hip v gi, phng thc thanh ton.
Ti trtn dng, chp nhn ri ro trong phn phi
Tit kim chi ph, gim ri ro.
d. Chin lc chiu th
Tm quan trng ca chiu th
Mc tiu ca gi
Tng doanh s
Giatngkhilng
bn
Thmnhpthtrng
Tng li nhun n nh
Ti aha linhun
t linhunmctiu
Chpnhngicnh
tranh
Cnhtranhkhngqu gi
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GVHD: L Thi Diu Hin 9 SVTH: Lng V Anh Chi
- L bin php nhm thc y, xc tin bn hng, lm cho hng ha c
tiu th nhanh hn, p ng nhu cu ca th trng, nng cao nng lc cnh
tranh ca doanh nghip trn th trng.
- To iu kin cho cung cu gp nhau, gip doanh nghip nm bt c
thng tin ca th trng, khch hng. Thng qua doanh nghip sp ng
c nhu cu ca khch hng trn th trng hin ti v nhng khch hng tm
nng.
- Ngy nay, khi nhu cu v th hiu con ngi ngy cng thay i nhanh
chng, chiu th ngy cng trnn cn thit hn bao giht.
Ni dung ch yu ca chiu th
Hnh 04 : Ni dung ca chiu th
- Cho hng c nhn l hnh thc giao dch trc tip vi khch hng tng
lai nhm mc ch bn c hng.- Qung co l hot ng truyn thng m qua cng ty hay doanh nghip
mun truyn ti thng ip, thng tin sn phm hay dch vn ngi tiu dng,
khch hng mt cch hiu qu nht.
- Khuyn mi l hnh thc khch l di dng thng trong ngn hn
khuyn khch dng th hay mua th mt sn phm hoc dch v.
- Tuyn truyn bao gm nhiu chng trnh khc nhau nhm nng cao hnh
nh thng hiu ca mt doanh nghip hay sn phm, dch v no .
2.1.3 Hoch nh chin lc marketing cho doanh nghip
2.1.3.1 Phn tch tnh hnh bn ngoi
L ni m doanh nghip nm bt nhng chi v nhn nhn nhng e da
i vi mnh, n bao gm nhng yu t ca mi trng bn ngoi tc ng n
hiu qu hot ng kinh doanh ca doanh nghip. Phn tch mi trng bn
ngoi bao gm
Qungco
Chiu th
Khuynmi
Chohng cnhn
Tuyntruyn
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GVHD: L Thi Diu Hin 10 SVTH: Lng V Anh Chi
a. Mi trng vm
Mi trng vm bao gm cc yu t v kinh t, vn ha, chnh tr php
lut, yu t v cng ngh v mi trng t nhin. y l nhng yu t m
doanmh nghip khng th kim sot c nhng n c tc ng trc tip hoc
gin tip n doanh nghip.
b. Mi trng vi m
Mi trng vi m bao gm nh cung ng, khch hng, i th cnh tranh
trc tip, i th cnh tranh tim n v sn phm thay th. Nhng yu t ny tc
ng trc tip n hiu qu hot ng kinh doanh ca doanh nghip.
2.1.3.2 Phn tch mi trng ni b
Phn tch mi trng ni b bao gm vic phn tch, nh gi cc b phn
chc nng trong doanh nghip. T gip mi doanh nghip nhn bit mt
mnh v yu ca mnh c tha ra nhng gii php thch hp nhm nng
cao nng lc cnh tranh trn thng trng.
2.1.3.3 M hnh ma trn SWOT
Khi c c cc thng tin v chi, e da, im mnh v im yu, cng
ty s c nhng chin lc c th nng cao nng lc cnh tranh. y, ch
trng ch yu l chin lc marketing ph hp vi doanh nghip.
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GVHD: L Thi Diu Hin 11 SVTH: Lng V Anh Chi
Bng 01 : M hnh ma trn SWOT
2.2 Phng php nghin cu
2.2.1 Phng php thu thp s liu
- Phng php thu thp s liu s cp: bng cch phng vn mc hi
lng ca khch hng v hot ng ca siu th nhm a ra gii php marketing
ph hp.Phng vn 40 mu theo phng php ngu nhin, thun tin.
- Phng php thu thp s liu th cp: thu thp thng qua s liu v tnhhnh hot ng kinh doanh ca siu th Co.op Mart, kt qu ca cc chng trnh
marketing trong ba nm 2007-2009. Ngoi ra, cn tham kho thm t liu qua
bo ch v internet.
2.2.2 Phng php phn tch
- So snh, phn tch s liu v tnh hnh kinh doanh ca siu th, kt qu ca
cc chng trnh marketing qua ba nm 2007, 2008 v 2009.
- Phng php so snh, c th:C So snh bng s tuyt i
Tng(+), gim(-) tuyt i = ch tiu thc t - ch tiu k hoch
= kt quhotng nm (t) - kt quhotng nm (t-1)
STRENGHT
(IM MNH)WEAKNESS
( IM YU)
OPPORTUNITY
(CHI)
Chin lc SO
Tn dng im mnh
nm bt chi
Chin lc SW
Vt qua im yu bng
cch tn dng chi
THREATNESS
(E DA)
Chin lc ST
Tn dng nhng
im mnh hn
ch nhng e da
Chin lc WT
Ti thiu ha im yu
phng trnh cc e da
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GVHD: L Thi Diu Hin 12 SVTH: Lng V Anh Chi
C So snh bng s tng i
Mc hon thnh k hoch =
Tc tng trng ca doanh thu qua cc nm =
- S dng phng php phn tch SWOT.
- S dng phn mm SPSS phn tch s liu t mu phng vn.
Phng php phn tch Kt qut c
Phng php phn tch tn s
Nhn bit c th phn ca siu th Co.op Mart
i vi ngi tiu dng.
Cc chng trnh khuyn mi m khch hng
mong mun.
Hiu qu ca cc ngun thng tin ca cc
chng trnh khuyn mi i vi khch hng.
Phng php thng k m t
S ln khch hng i mua sm trong thng.
Mc hi lng v hng ha ti siu th.
Mc hi lng ca khch hng i vi cc
chng trnh khuyn mi ca siu th.
Mc hi lng v gi c ti siu thi.
Mc hi lng v nhn vin ca siu th.
Ch tiu k k hoch
* 100%
Doanh thu nm t
Doanh thu nm t-1
*100%
Ch tiu k thc hin
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GVHD: L Thi Diu Hin 13 SVTH: Lng V Anh Chi
CHNG 3
PHN TCH THC TRNG HOT NG MARKETING
TI SIU TH CO.OP MART CN TH
3.1 Gii thiu chung v h thng SaigonCo.op
Lin hip hp tc x thng mi thnh ph H Ch Minh c tn giao dch
ting anh l Saigon union trading co-operative vit tt l saigonco.op.
Tr schnh t ti 199- 205 Nguyn Thi Hc, Qun 1 TpHCM
Website : www.saigonco-op.com.vn
3.1.1 Qa trnh hnh thnh v pht trin
Giai on khi nghip t nm 1989-1991
Sau i hi ng ln th VI, m hnh hp tc x kiu c lm vo tnh trng
khng hong, phi gii th. Trong bi cnh , UBND TP H Ch Minh c quytnh chuyn i ban qun l Hp tc x mua bn thnh ph thnh Lin hip hp
tc x mua bn thnh ph H Ch Minh Saigon Co.op vi 2 chc nng chnh :
kinh doanh v cng phong tro Hp tc x theo nguyn tc xc lp shu ch
th, hot ng t chc kinh doanh t ch v t chu trch nhim.
Giai on pht trin 1992 2004
Ngy 09.02.1996, siu thu tin ca h thng Co.op Mart ra i, l
Co.op Mart Cng Qunh. C th ni l thnh tu ca c mt qu trnh khngngng hon thin v pht trin trong thi ki mi. Co.op Mart Cng Qunh ra
i khi u cho mt loi hnh kinh doanh bn l mi ph hp vi xu hng
pht trin ti TPHCM.
Thng 1.1997 lut hp tc x ra i, mu cho giai on ct cnh ca
mu hp tc x c chn lm in hnh ny. Ch mt nm sau, SaigonCo.op
ti cu trc v nhn s, t chc, tp trung mi ngun lc u t mnh cho
cng tc bn l. Cc siu th Co.op ln lt ra i, nh du mt giai on pht
trin quan trng: hnh thnh chui siu th mang tn Co.op Mart. Thm vo ,
Co.op cn hc tp kinh nghim ca h thng siu th KF( Thy in), Co.op(
Nht Bn). Vi s n lc khng ngng, Co.op to ra h thng Co.op mang
m nt c trng ca thnh ph H Ch Minh v Vit Nam. Tnh n nm 2002,
siu th Co.op Mart c c n 7 siu th trn ton quc.
http://www.saigonco-op.com.vn/http://www.saigonco-op.com.vn/ -
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GVHD: L Thi Diu Hin 14 SVTH: Lng V Anh Chi
L mt doanh nghip nh nc, Co.op Mart c li th hn trong vic bnh
trng th lc ca mnh, do vic mrng chi nhnh khng h chu s rng buc
nh cc doanh nghip nc ngoi. Chnh v vy m tnh cho n nay, mt siu
th ca Co.op Mart c xem l dy c nht. cng l mt u th trong kinh
doanh bn l.
Mc d cng ngh hin i ca siu th Co.op c th khng bng Metro,
khng gian c th khng rng bng Big C nhng siu thi Co.op vn c nh
gi l ng ng tin bt go hn.
L mt doanh nghip trong nc, siu th Co.op Mart t ra mnh kh am
hiu tm l tiu dng ca ngi Vit, l a vo kinh doanh quy thc phm
vi cc mn n nu chnh ph hp vi ngi tiu dng Vit Nam. Khng ch
kinh doanh, siu th cn hng ng cc phong tro x hi nha hng Vit v
nng thn, chi hn 3 tng chung tay bo v mi trng Tt c cc hot
ng ngy cng a Co.op n gn vi cng ng ngi Vit hn.
Bt kp xu hng tiu dng ca ngi Vit Nam, khng ngng hon thin
trong lnh vc kinh doanh, a thm cc dch v hu ch cho ngi tiu dng
nh gi qu min ph, giao hng tn ni, qu tng cho khch hng thnh vin,
Vip., khng ngng n lc chung tay v cng ng l nhng li th gip
SaigonCo.op nng cao nng lc cnh tranh ca mnh trong giai on sp ti.
3.1.2 Cc lnh vc hot ng v thnh tch t c
a. Cc lnh vc hot ng
C Kinh doanh siu th
C Kinh doanh cc hot ng vui chi gii tr
C Kinh doanh nguyn liu, hng ha,vt t, my mc phc v hng ha v tiu dng.
C Xut khu trc tip, lin doanh vi cc doanh nghip trong v ngoi nc.
C Kinh doanh a c
C Kinh doanh du lch, qung co, t vn u tb. Thnh tch t c
C Nm 2000 : Nhn danh hiu anh hng lao ng trong thi ki mi
C Nm 2002 : Nhn hun chng lao ng hng nht
C Nm 2004 : Nhn chng ch ISO 9001- 2000
C Nm 2004 2006 : Gi vng danh hiu nh bn l hng u Vit Nam
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GVHD: L Thi Diu Hin 15 SVTH: Lng V Anh Chi
C Nm 2005 2007 : Thng hiu Vit c yu thch nht do bo Si
Gn gii phng bnh chn
C Nm 2007 : nhn gii vng hng cht lng Chu u do International
Arch of Europe Award trao tng
C Nm 2004 2007 : Top 500 nh bn l hng u Chu Thi Bnh
Dng
3.1.3 H thng siu th Co.op Mart
Logo ca h thng siu th Co.op Mart
Hnh 05: Logo ca h thng siu th Co.op Mart
(Ngun :Phng marketing siu th Co.op Mart Cn Th)
Slogan : Ni mua sm ng tin cy, bn ca mi nh
Tnh n thi im ny, SaigonCo.op Mart c 42 siu th trn ton quc.
l mt thnh tu khng nhi vi thng hiu ny. Vi s n lc khng
ngng ngh, h thng Co.op ang tng bc pht trin thng hiu ca mnh
khp ton quc, khng nh tn tui trong v ngoi nc. Vi s pht trin mnh
v h thng, Co.op Mart tht s tr thnh mt thng hiu quen thuc i vingi tiu dng trong nc.
Phng thc thanh ton ti siu thc thanh ton bng tin mt, v c
chp nhn s dng th ca ngn hng thanh ton. Tt c hng ha u c in
m vch, s dng my scan xc nhn gi.
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GVHD: L Thi Diu Hin 16 SVTH: Lng V Anh Chi
Nguyn tc cbn ca h thng siu th Co.op
C Khch hng t do la chn hng ha di s gip ca nhn vin bn
hng khi cn thit
C Hng ha ti siu th l cc mt hng ph bin, lun m bo v cht
lng
C Tiu ch ca h thng Co.op Mart
C Gi c phi chng
C Phc v nhit tnh
C Lun mang li gi tr tng thm cho khch hng
3.2 SIU TH CO.OP MART CN TH
3.2.1 Slc v siu th Co.op Mart Cn Th
Siu th Co.op Mart Cn Th l s lin doanh gia Hp tc x thng
mi thnh ph H Ch Minh v cng ty thng mi tng hp Cn Th(C.T.C)
trong , SaigonCo.op gp 70% vn, 30% cn li do C.T.C ng gp. Co.op
Mart Cn Th hot ng c lp, tuy nhin vn nm trong chi nhnh ca h
thng SaigonCo.op Mart. Chu s kim tra gim st ca SaigonCo.op nh hng
nm phi t cc ch tiu v doanh s, li nhun, tc tng trng, cc hot
ng cng ng
Chnh thc thnh lp ti Cn Thvo ngy 19.08.2004, ti a ch s 01.
i l Ha Bnh, Co.op Mart Cn Th khng ngng hon thin tnh chuyn
nghip ca mnh, tng bc to nn khng gian mua sm hin i cho ngi dn
ni y, gp phn vo vic thc y pht trin th trng bn l ca th trng
trong nc.
Co.op Mart Cn Thc khong 25.000 mt hng bao gm ha m phm,
thc phm ch bin, thc phm cng ngh, in gia dng, may mc. Ngoi ra,
siu th hp tc vi cc doanh nghip khc, m ra nhiu quy hng, mt bng
nh nh sch FAHASA, PNJVi tng din tch 4.500m2, siu th c 1 tng trt v 2 tng lu
Tng trt : khu vc ny c xem l khu vc kh nhn nhp ca siu th.
Hng ngy, khong t 9h sng, khu vc ny kh ng c. Khu vc ny bao gm
khu t chn bn cc mt hng tiu dng hng ngy, thc phm ti sng, thc
phm ch bin v cng ngh. Ngoi ra, khu vc ny cng c nhiu doanh nghip
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GVHD: L Thi Diu Hin 17 SVTH: Lng V Anh Chi
n thu gian hng nh PNJ, bnh m Si gn, in thoi di ng, bnh Pizza, c
ph , gian hng my massage.. c bit khi thay i khng gian by tr, vic
cho Jollibee thu gian hng di tng 1 tht s hiu qu khi nng cao c doanh
thu, ng thi to nn s phong ph cho siu th
Tng mt : khu vc ny bao gm cc mt hng may mc, gia dng nh
chn, a, ni cm in v cc quy hng cho thu nh m phm, nh sch
FAHASA, nhn hng Focci, giy dp.. v cc mt hng kim khin my
Tng 2 : Khu vc ny dnh cho n ung, vui chi gii tr. C th ni vic i
mi tng ny em v doanh thu khng nh cho siu th. Vic cho thu cc gian
hng thc phm lm cho khu ny trnn no nhit hn. Vi cch by tr kh p v
bt mt, ni y l a im ca nhiu bn tr, v cc bc ph huynh a con em
mnh n y vo nhng ngy bn rn. Tng ny cng c khu vc chi game cng
thu ht kh nhiu b trn ni y. ng thi khu vc ny cng c quy bar , to
nn s phong ph khng km cho khu vc ny.V vn phng cng c t ti tng
ny.
3.2.2 Ccu t chc
Siu th Co.op Mart hin nay c 280 nhn vin c chia lm 10 t :
C Ban gim c, k ton trng : 4 ngi
C Thc phm ti sng : 53
C Thc phm cng ngh : 24
C Ha m phm: 14
C Sn phm cng : 18
C Sn phm mm: 29
C Thu ngn: 40
C Bo v: 63
C Vn phng: 33
C Khc(gi xe, ti x): 2Mi t s c mt t trng v mt t ph ngnh hng chu trch nhim
qun l vic t hng, ra hng, sp xp phn chia cng vic cho cc mu dch
vin.
Hin nay trnh ch yu ca cc nhn vin trong siu th l tt nghip
trung hc ph thng.
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GVHD: L Thi Diu Hin 18 SVTH: Lng V Anh Chi
S t chc
iu hnh trong siu th l Ban giam c bao gm mt gim c, hai ph
gim c, v mt k ton trng.
- Gim c c quyn hn v trch nhim cao nht i vi mi hot ng
trong siu th.
- Hai ph gim c chu trch nhim xem xt tng ngnh hng v mt k
ton trng b phn qun tr.
- Cc t trng ngnh hng chu s qun l ca hai ph gim c.
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GVHD: L Thi Diu Hin 19 SVTH: Lng V Anh Chi
Hnh 6 : S t chc siu th Co.op Mart Cn Th
(Ngun:Phng hnh chnh nhn s- siu th Co.op Mart Cn Th)
Tbov
giaohng
Tthcphmcngnghvnglnh
NV
Ngnh hngthng xuyn
( PGDD)
Tthcphmtisngvchbinnuchnh
Thamphm
NV
NV
Gim c
B phnqun tr ( k
ton trng)
NhnvinhnhchnhV vitnh
B phn h trbn hng
Tthungndchv
khchhng
TQCKM
NV NV NV NV NV NV NV
Ngnh hngkhng thng
xuyn( PG)
T snphmmm :ViQuno tixch..
T sn phm cng
dnggianhinmy
Hnglunim,vnhaphm,dng
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GVHD: L Thi Diu Hin 20 SVTH: Lng V Anh Chi
3.2.3 Tnh hnh hot ng kinh doanh ti siu th
Trong nhng nm tr li y khi mc sng ca ngi dn ngy cng c
nng cao, th nhu cu mua sm, n mc c nng ln ng k v vic i mua
sm ti siu th trnn quen thuc vi ngi dn hn. l chi gip cho cc
siu th ti Cn Thc iu kin thun li pht trin
L mt siu th c tn tui v uy tn, siu th Co.op Cn Th tn dng chi
khng ngng hon thnh mc tiu doanh s v nng cao thng hiu ca mnh trong mt ngi
tiu dng
Tnh hnh doanh thu qua ba nm 2007 - 2009
Khi phn tch, nh gi hiu qu hot ng kinh doanh ca mt siu th, u
tin chng ta cn phn tch mc tiu v kt qu doanh s thc hin:
Bng 02 : Tnh hnh doanh thu ca siu th giai on 2007- 2009
VT: tng
Doanh thu Nm 2007 Nm 2008 Nm 2009
Ch tiu 182 260 321
Thc hin 195 256,278 314,634
% ch tiu/ thc hin 107,04 98,6 98
(Ngun:Tkton siu th Co.op Mart Cn Th)
182
260
321
195
256315
0
50
100
150
200
250
300
350
Nm 2007 Nm 2008 Nm 2009
Ch tiu
Thc hin
Hnh 07 : Biu th hin doanh s qua ba nm 2007 2009(Ngun: sliu nghin cu thng 3 nm 2010)
T bng s liu trn ta thy, tnh hnh doanh s qua ba nm ca siu thu
c s tng trng. C th, nm 2007 doanh st 195 t sang nm 2008 doanh
st c 256,278 tng. V s tuyt i, doanh thu nm 2008 tng 61,45 t
ng. V s tng i doanh thu nm 2008 tng 31.14% so vi nm 2007. Sang
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GVHD: L Thi Diu Hin 21 SVTH: Lng V Anh Chi
nm 2009, doanh thu vn tip tc tng, doanh thu nm 20009 tng 58,35 tng
v v s tng i tng khong 22.7%. Tuy nhin, nu xem xt c th, th ch c
nm 2007 l siu th c doanh s vt ch tiu ra l 7,04%. Hai nm 2008 v
nm 2009 khng hon thnh ch tiu ra, c th nm 2008 t 98,6% so vi
mc tiu ra v nm 2009 t 98% so vi mc tiu. C th, trong nm 2008,
ngnh hng may mc gim 2.1%, bch ha dng gim 4,9%, thc phm ch
bin gim 8% so vi k hoch ra. Mt trong nhng nguyn nhn chnh cho s
suy gim ny l trong nm 2008, t l lm pht nc ta kh cao, gi c tiu
dng tng nhanh, iu ny khin cho i a s ngi dn u c xu hng ct
gim nhng khon chi cha cn thit, v nhng sn phm t tin. Nm 2009,
ngnh hng thc phm cng ngh gim 2,7%, thc phm ti sng gim 0,25%
so vi ch tiu ra. Mc d khng hon thnh ch tiu ra, nhng s st gim
so vi ch tiu ra l khng qu ln. Tuy nhin, nhn chung th tnh hnh doanh
s ca siu th vn tng qua cc nm.
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GVHD: L Thi Diu Hin 22 SVTH: Lng V Anh Chi
CHNG 4
PHN TCH CC YU TNH HNG N HOT NG
MARKETING TI SIU TH CO.OP CN TH
4.1 PHN TCH MI TRNG BN TRONG CNG TY4.1.1 Nhn s
Ngy nay, yu t nhn s ngy cng trnn quan trng i vi mt doanh
nghip, n ng vai tr trong vic thnh bi ca mt doanh nghip. i vi mt
doanh nghip hot ng trong lnh vc dch v nh Co.op th yu t ny cng tr
nn quan trng hn bao giht. Bi l, khch hng thng xuyn tip xc vi
nhn vin trong siu th t nhn vin tip th, thu ngn, quy dch v, nhn vin
giao hng, nhn vin gi gi cho n nhn vin tp v. Do , nhn vin ti siuth ngoi trnh ra th k nng giao tip l mt vn kh quan trng.
Hin ti, trnh nhn vin ti siu th ch yu l ph thng trung hc,
chim khong 65,07%, trnh i hc chim khong 20,07% , cn li l cao
ng chim khong 14,86%.
19.64%
14.28%66.07%
i hc Cao ng v trung cp Trung hc ph thng
Hnh 08 : Trnh nhn vin trong siu th
( Ngun : thnh chnh nhn s)
Nhn chung, trnh cng nh s lng nhn vin trong siu th hin ti
l kh hp l. Tuy nhin vn cn lu y l cc kha hun luyn cho nhn
vin. Hu ht cc nhn vin ti siu th cha c o to qua cc lp bn hng
hoc chm sc khch hng nn vn cha tht s chuyn nghip. Vn cn nhng
hn ch v thi phc v, x l tnh hung cha lm khch hng hi lng. Do
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GVHD: L Thi Diu Hin 23 SVTH: Lng V Anh Chi
, siu th cn m cc lp o to ngn hn v cc nghip v lin quan n
nghip v.
4.1.2 Cc nhm ngnh hng ti siu th
a. M t tng ngnh hng trong siu th
Vi c im l c im l siu th bn l hng tiu dng, Co.op Mart lun
p ng nhu cu mua sm ca khch hng vi hn 15.000 chng loi hng ho l
nhng mt hng thit yu phc vi sng hng ngy ca ngi dn. Khng dng
, Co.op Mart lun hng n phc v nhu cu ca khch hng ngy cng tt
hn bng cch lun a dng ho sn phm hng Co.op Mart l ni mua sm
hng ngy ca mi nh.
* Ngnh hng Thc phm ti sng v chbin nu chn:
L mt trong nhng nt c trng ca Co.op Mart vi tiu ch phc v nhanh,
a dng nhiu chng loi v p ng nhu cu, tit kin thi gian cho cc b ni tr.
Co.op Mart cung cp cho ngi bi trnhng sn phm ngon, sch v tin li, bao
gm:
- Thc phm sch v tm p
- Thc phm ch bin v nu chn
- Rau an ton
- Tri cy
Ngun hng ca Co.op Mart lun c la chn kv c thu mua trc tip
t cc chu mi nh Vnh Long, Bn Tre. trong khu vc hay cc nh vn
cc tnh ln cn tit kim chi ph vn chuyn, h gi thnh. Tt c cc mt
hng rau c quu phi c xut x, ngun gc r rng theo cc tiu chun ca
ATVSTP nhm m bo cho sc khe ca ngi tiu dng. Hng ho c
trng by ti khu vc dnh ring cho cc t lnh, t mt v t cp ng nhit
lun n nh m bo cho hng ho lun ti ngon v bt mt. Hng ho lun
c nhn vin ngnh hng chm sc thng xuyn, m bo ti mi casn phm v sn sng t vn cho khch hng la chn nhng thc phm ti
ngon, cch nu cc mn n phc v cho thc n hng ngy. Tuy nhin, bn
cnh , ngnh hng ny vn c nhng tn ng nh rau qu cha tht s ti, gi
c ca cc mt hng rau c qu vn cn hi cao. Theo kho st, yu t thc phm
ch bin ti ngon c 32,5% khch hng hi lng, thc phm ch bin hp v sinh
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GVHD: L Thi Diu Hin 24 SVTH: Lng V Anh Chi
th c 35% khch hng hi lng, 50% hi lng v s ti ngon ca thc phm ti
sng. Qua , ta thy cc t lin quan n ngnh hng ny vn cha c nh gi
cao. V th, siu th cn c nhng gii php iu chnh. Thm vo , trong
khu cn, v dn tem khi mua cc mt hng rau c qu cn chim nhiu thi gian
ca khch vo gicao im nh lc 10 11 gihay t 16 -17 gi. Do , siu th
cn b tr thm nhn vin ti cc gicao im
* Ngnh hng Thc phm cng ngh
Cc nh cung cp ch yu ca Co.op Mart l nhng thng hiu ni ting
nh Pepsi, Duch Lady, Vissan, Vinamilk.
Vi vic trng by hng ho theo Concept Co.op Mart, hng ho lun c
trng by vi tiu ch: d thy, d ly, v d chn mua. Mi line hng u c bng
hng dn nn rt d dng cho vic quan st v la chn mua hng.
Quy trnh mua hng v kim sot cht lng hng ho lun c ch trng.
Cc mt hng nhp vu phi c giy chng nhn v tiu chun cht lng, c
ngun gc r rng. Siu th lun c nhn vin mu dch quan st tng nhm hng
nhm nm bt c lng hng ha c mua trong ngy c thp ng nhu
cu ca khch hng, trnh tnh trng hng khng cung cp nhu cu. Tuy
nhin, bn cnh vn cn nhng tn ng nh gi c sn phm khng ghi r
rng, gy nhm ln cho khch hng.
* Ngnh hng ho mphm:
Nhiu chng loi hng ho t nhng nh cung cp hng u nh Unilever,
P&G, m phm Si Gn, M ho, lun em li nhng mt hng thit yu phc
v nhu cu hng ngy cho ngi tiu dng vi cc sn phm nh bt git, nc x,
du gi, sa tm, x bng, nc ra chn, Ngoi cc sn phm thng dng,
Co.op Mart cn c nhng sn phm chm sc chuyn bit cho cc nhu cu a dng
ca khch hng nh gel dng tc, thuc nhum tc, kem dng tay, sa dng
th, kem dng gt chn hay cc sn phm chm sc rng ming vi kh nhiunhn hiu, thng hiu vi gi c khc nhau, ph hp vi nhiu i tng ngi
tiu dng. C th ni ngnh hng ny c nhiu si mi hn so vi nhng nm
trc, vi nhiu hng ha a dng v mu m, chng loi, vi nhiu chng trnh
khuyn mi hn. Chnh v vy m trong nm 2009, s tng trng ca ngnh hng
ny dn u so vi cc ngnh cn li vi mc tng l 33,11%. Th nhng, bn
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GVHD: L Thi Diu Hin 25 SVTH: Lng V Anh Chi
cnh vn cn nhng hn ch nh l gi c vn cn gy hiu lm, cc bng gi
b rch hoc mgy phn cm cho khch hng khi n mua sm.
* Ngnh hng dng:
Co.op Mart l nh phn phi ca cc thng hiu ni ting nh Happy Cook,
nhm Kim Hng, phal Vit Tip, chn s Minh Long.. Vi hng ngn chngloi hng ho a dng, phong ph, p ng nhu cu ngy cng a dng ca ngi
tiu dng c trng by theo tng nhm: dng gia nh, thit b nh bp thun
tin cho vic la chn v mua sm. y cng c th tm thy nhiu sn phm
xinh xn, kiu dng l, p, bt mt nh: t, da, chn kiu bng gm s, thu
tinh, phal, bnh hoa, b ly. Cc mt hng trong nhm ngnh hng ny u c
nhiu mc gi khc nhau, ph hp vi nhiu i tng khch hng. Sa dng
trong kiu dng mu m, gi c gip cho siu th c thm nhiu i tng khch
hng, p ng c nhu cu ca khch hng. Tuy nhin, nhm ngnh hng ny li
t chng trnh khuyn mi, gi c cng tng i cao. Do , siu th cn lin h
vi cc nh cung cp nhm c cc t gim gi nhm kch thch nhu cu tiu dng
ca khch hng. Thm vo , ti khu vc dnh cho bn nn bo him v o ma
khng c nhiu mu v mu sc, cch by tr khng bt mt. iu ny, siu th cn
xem li c cc gii php thch hp.
* Ngnh hng may mc:
Hin nay, theo chng trnh Ngi Vit Nam u tin dng hng Vit
Nam, siu th Co.op Mart ch trng la chn cc mt hng may mc vi cc
thng hiu Vit nh Vit Thy, Nguyn Hin, an Chu, Vit Tin, Blook..
Thm vo , Co.op cng t mnh sn xut cc mt hng qun o mang nhn hiu
SGC vi gi c tng i, thng xuyn c cc t khuyn mi nhm phc vi
tng khch hng c thu nhp trung bnh. Ngoi gian hng qun o ti khu vc t
chn, Co.op cn phi hp kinh doanh vi nhn hiu FOCCI, to iu kin cho
khch hng c nhiu s la chn hn. Tuy vy, vn c kin cho rng gi cmt hng qun o vn cha tht s ph hp vi cht lng ca n, gi c vn
cn cao, cc mu o qun vn cha tht s bt mt. Ch c 27,5% hi lng
khi c hi qun o c mu m p, hp thi trang v 22,5% th khng hi
lng vi kin trn. Chnh v vy, trong thi gian ti, siu th cn thay i v
tm kim cc nh cung cp khc tm kim thm nhiu mt hng may mc
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GVHD: L Thi Diu Hin 26 SVTH: Lng V Anh Chi
p, hp thi trang.
Ngoi ra, i vi cc mt hng siu th khng kinh doanh nh hng in
my, vn phng phm th Co.op Mart lin kt vi cc cng ty chuyn kinh
doanh cc mt hng nh cng ty in my Caring, cng ty pht hnh sch
Fahasa phc vy nhu cu ca khch hng.
b. Tnh hnh doanh thu cc ngnh hng
Trong siu th c tt c nm ngnh hng bao gm ngnh hng thc phm
ti sng, ngnh hng may mc, ngnh hng dng, ngnh hng ha m phm,
ngnh hng thc phm cng ngh.
Bng 03 : Tnh hnh doanh thu cc ngnh hng tnm 2007 2009
VT: tng
Ngnh hng 2007T trng
nm 20072008
T trng
nm
2008
2009T trng
nm 20092008/2007 2009/2008
Thc phm cng ngh 59,521 30,55% 91,95 35,87% 118,151 37,70% 54,5% 28,5%
Ha m phm 30,020 20,03% 52,234 20,00% 68,199 21,17% 74,0% 30,0%
May mc 49,812 25,56% 58,565 22,85% 67,221 21,43% 17,5% 14,5%
dng 24,26 12,48% 28,767 11,22% 28,075 8,95% 18,2% -2,41%
Thc phm ch bin 22,140 11,36% 25,766 10,05% 32,915 10,5% 16,0% 27,7%
(Ngun: Tkton siu th Co.op Mart Cn Th)
60
30
50
22
91.95
5259
29 26
118
68 67
28 33
24.326
0
20
40
60
80
100
120
140
Thc phmcng ngh
Ha mphm
May mc dng Thc phmch bin
nam 2007 nam 2008 nam 2009
Hnh 09: Biu th hin tnh hnh doanh thu ca cc ngnh hng
(Ngun: Sliu iu tra thng 03/2010)
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GVHD: L Thi Diu Hin 27 SVTH: Lng V Anh Chi
30.55%
20.03%25.56%
12.48%
11.36%
Thc phm CN Ha m phm
May mc dng
Thc phm ch bin
T trng nm 2008
35.87%11.22%
10.05%
22.85%20.00%
Thc phm cngngh
Ha m phm
May mc
dng
Thc phm ch bin
T trng nm 2009
37.70%
21.17%
10.50%
21.43%
8.95%
Thc phmcng ngh
Ha m phm
May mc
dng
Thc phmch bin
Hnh 10: Biu th hin t trng cc ngnh hng nm 2007-2008-2009
(Ngun: Sliu iu tra thng 03/2010)
Nhn chung, doanh thu ca cc ngnh hng qua ba nm u tng. C th:
i vi ngnh thc phm cng ngh, doanh thu qua ba nm u tng, v c
t trng dn u trong tt c cc ngnh hng ca siu th. Nguyn nhn l cc sn
phm cng ngh ca siu th rt a dng, phong ph, c ngun gc ca cc sn
phm ny u c xut x r rng, cht lng v gi c hp l nn thu ht c
nhiu khch hng n mua sm. Thm vo , c nhiu mt hng thng xuyn
c cc chng trnh khuyn mi nh sa bt, bnh Tuy nhin, tc tng
trng nm 2009 so vi nm 2008 ch c 28,5%, thp hn so vi tc tng
trng ca nm 2008 so vi nm 2007 l 54,5%. Nguyn nhn c th kn l
trong nm 2008, nhm kch thch tiu dng, siu th phi hp vi nh cung cp,t chc nhiu chng trnh khuyn mi, do doanh s ngnh hng ny tng cao
hn so vi nm 2007. Trong nm 2009, doanh s ngnh hng vn tng, tuy nhin
ch tng 26,201 tng so vi nm 2008. Nguyn nhn l trong nm va qua,
i vi ngnh hng ny khng c nhiu sn phm mi v cng khng p dng
nhiu chng trnh khuyn mi. Do doanh thu tng nhng khng mnh.
T trng nm 2007
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GVHD: L Thi Diu Hin 28 SVTH: Lng V Anh Chi
i vi ngnh hng ha m phm ta cng thy c s tng trng doanh thu
qua cc nm. C th, nm 2008 doanh thu ca ngnh hng ny l 52,234 tng,
cao hn so vi nm 2007 l 30,020 tng. Trong nm 2007, t trng ca ngnh
hng ny l 20,03%, sang nm 2008, t trng l 20%. T trng ny st gim do
doanh thu ngnh hng thc phm cng ngh chim kh cao trong ccu doanh
thu. Sang nm 2009, doanh thu ngnh hng ny vn tip tc tng, v t trng
cng tng hn so vi nm 2008 l 21,17%. Doanh thu ngnh hng ny tng l do
trong 2008, siu th tip tc nhp v nhiu hng ha vi nhiu mu m v gi c
khc nhau, p ng c nhiu i tng khch hng. Thm vo , trong nm,
siu th cng vi cc nh cung cp t chc nhiu chng trnh khuyn mi nhm
thu ht thm nhiu khch hng mua sm. Trn , doanh thu v t trng
ngnh hng ny vo nm 2009 cng tip tc tng do siu th khng ngng a
dng ha ngun hng, p ng kp thi nhu cu cng nh th hiu ca khch
hng i vi cc sn phm thuc ngnh hng ha m phm. Tuy nhin, tnh hnh
tng trng qua ba nm c s bin ng theo chiu hng gim. C th, so vi
nm 2007, doanh thu nm 2008 tng 74%, nhng doanh thu nm 2009 ch tng
30% so vi nm 2008. Nguyn nhn l do trong nm 2009, cc mt hng ti siu
th khng c g mi, khng c nhiu chng trnh khuyn mi nhm kch thch
nhu cu khch hng.
Nhn chung, doanh thu ngnh hng may mc cng tng ln qua cc nm.
Tuy nhin v t trng li c s st gim. Nm 2008 t trng ngnh hng ny ch
c 22,85%, thp hn so vi nm 2007 l 25,56%. Tc tng trng ca ngnh
hng ny trong nm 2008 so vi nm 2007 ch c 17,5% v nm 2009 so vi
nm 2008 l 14,5%. Qua , ta thy, mc d doanh thu qua tng nm ca ngnh
hng ny c tng nhng tc tng c s suy gim. Nguyn nhn ch yu l
trong nm 2008, tnh hnh kinh t c nhiu bin ng, nn ngi dn c phn tht
cht hn trong chi tiu.Nm 2009, siu th c thu hp li ngnh hng may mc, cc mt hng may
mc khng a dng, thm vo li khng c nhiu chng trnh khuyn mi
nn khng thu ht c nhiu i tng khch hng n mua sm.
Doanh thu ngnh hng dng trong nm 2008 tng so vi nm 2007
nhng t trng li gim so vi nm 2007. Trong ccu doanh thu th ngnh hng
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GVHD: L Thi Diu Hin 29 SVTH: Lng V Anh Chi
ny c doanh thu khng cao so vi cc ngnh hng cn li. Nguyn nhn l do
siu th cha a dng cc mt hng ny, thm vo mt s mt hng thuc
ngnh hng dng c gi c thng cao hn so vi ch, ng thi y l nhm
mt hng khng thng xuyn nn khch hng khng la chn nhiu. Thm vo
, trong nm 2008, tnh hnh kinh t c nhiu kh khn, do khch hng ch
mua nhng mt hng tht s cn thit cho bn thn v gia nh. Mt nguyn nhn
khc na c th nhc n l cc mt hng trong ngnh hng ny hu nh khng
c chng trnh khuyn mi no nn khng thu ht c khc hng. Nm 2009,
siu th di ngnh hng ny ln tng 1, iu ny khin khch hng khng quen
nn doanh thu c phn st gim, dn n t trng ch c 8,95%, thp hn so vi
nm 2008
Doanh thu ngnh hng thc phm ch bin u tng qua ba nm. Th
nhng t trng ca ngnh hng ny khng cao hn so vi cc ngnh hng cn li,
do doanh thu ngnh hng ny trong hai nm 2007 v 2008 khng cao hn so vi
cc ngnh hng khc. ng thi, siu th khng ch trng nhiu vo ngnh hng
ny. Cc mt hng rau c qu thng c gi c cao hn so vi ngoi ch, v vn
cha tht s ti ngon. Tuy nhin, doanh s nm 2009 c ci thin hn so vi
nm 2008 v tc tng trng ca doanh thu nm 2009 so vi nm 2008 l
27,7% cao hn tc tng trng ca doanh thu nm 2008 so vi nm 2007 l
16%. Sdc s tin trin l siu th quan tm v u t nhiu hn i vi
ngnh hng ny. Siu th lun tm kim cc mt hng rau c qu, thc phm ti
sng vi cc nh cung cp a phng vi gi c hp l, ngun hng ti, ngon
v n nh nn thu ht c nhiu khch hng n mua sm. Hn na, siu th
cng tm kim thm nhiu nhn vin ch bin thc phm vi tay ngh gii hn,
nhm p ng nhu cu ba cm hng ngy ca ngi Vit Nam. Cc mn n
c u t nhiu hn, c nhiu s la chn hn cho khch hng. Do , doanh
thu v tc tng trng doanh thu ca ngnh hng ny c s ci thin.c. Uy tn trn th trng
Nh phn tch trn, hin nay siu th Co.op Mart Cn Thc nhiu
ngi tiu dng n tham quan mua sm nht. Theo s liu nghin cu cho thy
c n 87,5% khch hng thng i mua sm ti siu th Co.op Mart Cn Th.
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GVHD: L Thi Diu Hin 30 SVTH: Lng V Anh Chi
iu chng t siu th Co.op Mart ngy cng c v th trong lng khch hng.
4.1.3 Ti chnh
Bng 04: Cc t s ti chnh
Ch tiu Nm 2007 Nm 2008 Nm 2009 2008/2007 2009/2008
ROA 0,13 0,155 0,176 0,025 0,021
ROE 0,398 0,348 0,417 -0,05 0,069
(Ngun : Tkton siu th Co.op Mart Cn Th)
Nhn xt
V t sROA: Qua cc nm, ta thy t s ROA u c tng. Nm 2007, c
1 ng ti sn to ra 0,13 ng li nhun. Nm 2008, c 1 ng ti sn to ra
0,155 ng li nhun v nm 2009, c 1 ng ti sn to ra 0,176 ng li
nhun. Nh vy, nhn chung th kh nng s dng ti sn to ra li nhun ca
siu th l kh tt.
V t sROE: t s ROE nm 2008 gim so vi nm 2007 do t l tng ca
li nhun rng nm 2008 khng bng t l tng vn ch shu. Li nhun rng
nm 2008 tng so vi nm 2007 vo khong 1,9 ln. Nhng mc tng VCSH
nm 2008/ 2007 l 1,36 ln. Sang nm 2009, t s ROE l 0,417 cao hn so vi
nm 2008 l 0,348. iu ny chng t kh nng sinh li ca VCSH c ci
thin, c 1 ng VCSH em li 0,417 ng li nhun.
Nh vy, nhn chung, tnh hnh ti chnh ca siu th c ci thin so
vi nm 2008. Tuy nhin, theo cam kt vi cng ty thng mi c phn Cn
Th, doanh thu s chia theo t l 7:3, nn doanh thu v li nhun ca siu th s
gim i phn no. iu l mt p lc khng nhi vi siu th khi phi m
bo ch tiu ca lin hip. ng thi, khi siu th mun thay i, nng cp th gp
phi nhiu kh khn. Hn na, l mt siu th thuc lin hip nhng Co.op Mart
Cn Thkhng c h tr vn nhiu t pha Lin Hip nn vn ti chnhcng s kh khn hn nu trong tng lai cc doanh nghip bn l ca nc
ngoi vo Vit Nam. Khi , cc doanh nghip nc ngoi vi tm lc ti chnh
mnh s l mt trngi khng nhi vi siu th Co.op Mart.
4.1.4 Tnh hnh hot ng marketing ti siu th
4.1.4.1 c im th trng bn hng v khch hng
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GVHD: L Thi Diu Hin 31 SVTH: Lng V Anh Chi
a. c im th trng bn hng
Hnh thc bn hng chnh l bn l, khch hng n xem v la chn cc
mt hng cn thit sau sn tnh tin ti cash. Vi cc ha n trn 200.000
ng, khch hng sc giao hng tn ni theo yu cu trong ni qun Ninh
Kiu.
b. c im th trng khch hng
Trong nhng nm trli y th nhu cu mua sm ti cc siu th tng ln.
Nu trong nm 2007, theo kho st hnh vi ngi tiu dng th c khong 11%
cho rng knh siu th l knh mua sm ch yu, th con s ny sang nm 2008 l
21%. Tng sut i siu th t 2 ln/ thng th tng ln 3 ln/thng ( Ngun:
baomoi.com).
Ti Cn Th, theo don, nhu cu ny s tng mnh t nm 2010 tri,
c tnh tc tng vo khong 150% (Ngun:: Nin gim thng k TPCT).
Theo pht trin v hi nhp, ngi Vit Nam ni chung v ngi Cn Thni
ring quen dn vi knh mua sm ti siu th. Theo d bo, nm 2010, sc
mua ca ngi tiu dng vo khong 53 tUSD v c xu hng chuyn dch mnh sang
knh bn lhini nh siu thhoc trung tm thng mi. Theo s liu nghin cu cho thy,
trung bnh ngi dn Cn Thi siu th Co.op Mart vo khong 3,57 ln/ thng.(Ngun: s
liu nghin cu thng 3/2010). V thng mua sm cc mt hng thuc nhm ha mphm
v thc phm cng ngh.
Trong thi gian va qua cho thy xu hng tiu dng ca ngi thnh th
c s thay i. Nu nh trc kia, ngi tiu dng thng la chn cc mt hng
t tin th hin nay, h c xu hng chuyn sang mua sm cc mt hng c
nhiu khuyn mi. V khuyn mi l c im ca knh siu th. Chnh v
vy, l mt iu kin thun li gip cho siu th Co.op c chi pht trin.
c. Lng khch hng v tr gi ha n bnh qun trong ngy
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GVHD: L Thi Diu Hin 32 SVTH: Lng V Anh Chi
Bng 05: Lng khch bnh qun hng ngy v tr gi ha n bnh qun
(Ngun:Tkton siu th Co.op Mart Cn Th)
5600
6003
6409
Lng khch hng bnh qun ngy
Nm 2007
Nm 2008
Nm 2009
90000
120000
136000
0
20000
40000
60000
80000
100000
120000
140000
160000
Gi tr ha n bnh qun
nm 2007 nm 2008 nm 2009
Hnh 11 : Lng khch bnh qun v tr gi ha n trong ngy
(Ngun: Sliu iu tra thng 03/2010)
T bng s liu ni trn, ta thy lng khch bnh qun ti siu th hng
nm u tng. Nm 2008 tng so vi nm 2007 l 403 lt khch/ ngy, hay l
tng vo khong 7%. Nm 2009 tng so vi nm 2008 ch vo khong 6,76%.
Gi tr ha n bnh qun cng tng qua cc nm. C th nm 2008 tng so vi
nm 2007 l 30.000 ng/ ha n, v s tng i tng khong 33%. Nm 2009
tng so vi nm 2008 l 16.000 ng/ ha n, v s tng i tng khong
13,33%.Tuy nhin, trong nm 2008, t l lm pht Vit Nam l 23%, ch sCPI mc 22,9%, mt con s kh cao. Chnh v vy, gi tr tng trng tht s
ca tr gi ha n bnh qun chmc 10%. Gi tr ha n bnh qun nm
2009 tng 13,3% so vi nm 2008, mc d tc tng ny khng bng tc
tng ca nm 2008 so vi nm 2007 nhng v trong nm 2008, lm pht Vit
Nam kh cao, ch s gi tiu dng tng vt nn tr gi ha n tng l ph hp.
Ch tiu Nm
2007
Nm
2008
Nm
2009
Nm
2008/2007
Nm
2009/2008
Lng khch hng bnh
qun ngy(VT: Lt khch)
5.600 6.003 6.409 7,00% 6,76%
Gi tr ha n bnh qun
(VT: ng)90.000 120.000 136.000 33,00% 13,33%
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GVHD: L Thi Diu Hin 33 SVTH: Lng V Anh Chi
Bc sang nm 2009, lm pht v ch s gi tiu dng gim, gi c trn th
trng bnh n hn. Thm vo , trong nm 2009, Co.op Mart Cn Th tin
hnh chnh sch bnh n gi c nn tr gi ha n c tng nhng khng cao so
vi mt bng chung ca th trng. Do , tc tng ca tr gi ha n nm
2009 khng bng nm 2008. Nhn chung, tnh hnh kinh doanh ni chung ca
siu th c s tng trng qua hng nm. iu c th cho thy rng siu th
Co.op Mart ngy cng khng nh v th ca mnh trong mt ngi tiu dng. V
mt phn no cng cho thy mc thu nhp ca ngi dn ngy cng c ci
thin nn nhu cu mua sm cng c nng ln.
Bng 06: S lng khch hng qua ba nm 2007 - 2009
(Ngun: Tkton siu th Co.op Mart Cn Th)
31.32728.116
2.196 1.015
36.77130.779
3.951
2.041
47.858
40.128
5.597
2.133
Nm 2007 Nm 2008 Nm 2009
S lng mua hng Khch hng thn thit Thnh vin VIP
Hnh 12: Lng khch hng mua sm ti siu th tnm 2007- 2009
(Ngun: Sliu iu tra thng 03/2010)
Nhn vo bng s liu trn, ta thy lng khch hng tham gia mua sm ti
siu th hng nm u tng. C th, nm 2008 tng so vi nm 2007 mc
17,40%, nm 2009 tng so vi nm 2008 mc 30%.
Tn mc Nm 2007 Nm 2008 Nm 2009 2008/2007 2009/2008
S lng mua hng 31.327 36.771 47.858 117,4% 130,0%Khch hng thn thit 28.116 30.779 40.128 107,7% 130,0%
Thnh vin 2.196 3.951 5.597 180,0% 142,0%
VIP 1.015 2.041 2.133 201,0% 105,0%
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GVHD: L Thi Diu Hin 34 SVTH: Lng V Anh Chi
Vi cc chng trnh khuyn mi hp dn, lng khch hng thn thit ca
siu th tng ln ng k. Chng trnh khch hng thn thit bt u t nm
2004, lng khch hng thn thit t c 1.352 ngi vo nm 2005 th n
cui nm 2007 lng khch hng ny tng ln ng k vi con s l 28.116
ngi. l mt con s kh ln, chng t ngy cng c nhiu khch hng n
tham quan v mua sm ti siu th. Sang nm 2008, con s ny t c 30.779
tng 7,07% so vi nm 2007, v nm 2009, lng khch hng thn thit ti siu
th l 40.128, tng 30,0% so vi nm 2008. Lng khch hng thnh vin cng
tng ln qua ba nm. Nm 2007 l 2.196, nm 2008 l 3.951, tc l tng vo
khong 80,0% so vi nm 2007. Tuy nhin, iu ny cng c th xut pht t gi
c tiu dng, v t l lm pht trong nm 2008 l kh cao. Do khch hng d
dng hn trong vic t c doanh s ca khch hng thnh vin. Nm 2009,
lng khch hng thnh vin l 5.597, tng khong 42,0% so vi nm 2008.
Lng khch hng Vip cng tng ln qua ba nm. n tng nht l trong
nm 2008, lng khch hng Vip t 2.041, tng 101,0% so vi nm 2007. S
tng trng mnh ny cng c th do yu t lm pht v ch s gi tiu dng tng
cao nn khch hng c th d dng t doanh s ca khch hng Vip. Tuy nhin,
vi lng khch hng thnh vin v Vip tng ln qua cc nm c th thy Co.op
Mart ngy cng c v th cao trn thng trng. Nm 2009, lng khch hng
Vip tip tc tng, t 2.133 ngi, tng trng 5,0% so vi nm 2008. Tc
tng ca lng khch hng Vip nm 2009 khng cao nh nm 2008 l do mt
phn bi yu t lm pht v ch s gi tiu dng. Nu nh nm 2008, t l lm
pht cao 23,0%, ch s gi tiu dng CPI bnh qun ca nm 2008 so vi nm
2007 tng 22,97%, v th lng khch hng t doanh s cao l d hiu. Tuy
nhin, sang nm 2009, tnh hnh lm pht mc 7,0%, ch s CPI tng 6,8% so
vi nm 2008, gi c bnh n, v tht c v tr Vip, nhiu khch hng
khng t doanh s 10 triu ng trong nm. Do , lng khch hng Vip ct l tng khng cao nh nm 2008. Mc d lng khch Vip tng khng cao so
vi nm 2008, nhng phn no cng cho thy thng hiu Co.op Mart
v ang chim m t v th khng nh trong lng khch hng.
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GVHD: L Thi Diu Hin 35 SVTH: Lng V Anh Chi
4.1.4.2 Tnh hnh hot ng marketing ti siu th
a. Chin lc sn phm
Nh chng ta bit, chin lc sn phm ng vai tr rt quan trng trong
4P., n c xem l nn tng ca Marketing hn hp. Hiu r iu , siu th
Co.op Mart rt xem trng yu t nay. p dng chin lc a dng ha sn
phm, siu th lun tm kim cc mt hng thng dng vi i a s ngi tiu
dng Vit Nam vi chng loi, mu m, gi c khc nhau nhm p ng nhu cu
ca ngi Vit Nam. Tuy a dng ha sn phm l tiu ch ca siu th, nhng
Co.op rt xem trng yu t cht lng u vo. Chnh v th m cc sn phm
trong siu th lun c kim nh cht ch v v sinh an ton thc phm. Cc
mt hng trong siu thu c ngun gc v xut x r rng nh cc thng hiu
Unilever, P&G, cc nhng hng ca Pepsi.
Hin nay, vi s tng ln khng ngng ca cc sn phm c hi t cc ch
truyn thng lm ngi dn hoang mang lo s, siu th Co.op cng ch trng
n vn sc khe cho ngi tiu dng nht l cc mt hng thuc nhm thc
phm. bm bo sc khe, an ton cho ngi tiu dng, Co.op thit lp b
phn kim tra trc, trong v sau khi bn hng cc k nghim ngt nhm gim
thiu cc ri ro c th xy ra. c bit ti quy thc phm ch bin, cc mn n
bn ra trong ngy u c lu trn mt hoc hai ngy nhm phng nhng
ri ro v ngc c th xy ra. Bn cnh , nh k siu th cn k kt hp
ng vi cc cquan y t d phng, chi cc Tiu chun an ton cht lng, trung
tm dch v v phn tch th nghim n kim nh. Thm vo , siu th p
dng cc ch tiu nh HACCP, ISO 9001:2000..nhm hng n m bo sc
khe cho ngi tiu dng, nng cao hnh nh siu th Co.op trong tm tr khch
hng.
Cht lng l yu tc chn u tin, bn cnh , siu th lun quan
tm n a dng ha chng loi, kiu dng, mu m n gi c nhm p ngc ng o i tng khch hng vi thu nhp khc nhau.
Vi phng chm d thy, d ly, v d mua siu th Co.op lun by
hng ha theo dng Concept, to s thoi mi cho khch hng trong lc mua
sm, vi nh sng va , li i gia cc k thoi mi, hng ha c trng by
hp l, bt mt, chiu cao cc k hng khng qu 2m gip cho khch hng cm
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GVHD: L Thi Diu Hin 36 SVTH: Lng V Anh Chi
thy thoi mi khi i mua sm ti siu th. Cc mt hng may mc c sp xp
theo la tui, gii tnh, nhn hiu gip cho khch hng d dng la chn v tm
kim. Thm vo , s sp xp cc mt hng i khi thay i nhm to cm gic
mi l cho khch hng khi n tham quan mua sm.
Cc mt hng ti sng trong siu th lun c ng gi cn thn, t ti
cc tng lnh, t lnh nhm bo qun tt cht lng v nhn vin thng
xuyn kim tra nhm nm cc mt hng ht hng hoc cc sn phm ht thi
gian s dng.
b. Chin lc gi
Gi c cng c vai tr quan trng trong 4P, n gp phn nn kh nng cnh
tranh gia cc siu th vi nhau hoc cc knh mua sm hin i.
Gi c ti siu th Co.op c Lin hip nh gi chung. V th, khi mua
sm ti cc siu th mang thng hiu Co.op Mart, khch hng u mua vi
gi c nh nhau. Vi nhng ngnh hng khi mua ti a phng, siu th cng
khng tnh gi m phi bo ln Lin Hip, sau Lin Hip snh gi v
bo cho siu th. Ring cc mt hng ti sng nh rau c qu th siu th Co.op
Cn Thc quyn tnh gi. Vi mc tiu l gi c phi chng nn siu thi
Co.op ni chung v siu th Co.op Cn Thni ring, lun cn nhc k lng khi
nh gi cc mt hng sao cho ph hp vi nhu cu ca ngi tiu dng. Thm
vo , l mt doanh nghip ca Nh nc, nn siu th Co.op Mart phi nh gi
theo quy nh ca nh nc, tc l gi c phi bng hoc thp hn so vi gi c
ca th trng. Gi c ti h thng siu th Co.op Mart khng nhn mnh theo
cch nh gi nht nh. Nhn chung, ti siu th Co.op Mart thng p dng
nhng cch nh gi nhnh gi tm l i vi cc mt hng nh ha m phm,
bnh ko..nh gi cnh tranh i vi cc sn phm ca Co.op Mart nh khn
giy, qun o nhn hiu SGC v c cnh gi chit khu theo s lng i vi
cc nhn hng sa bt, bnh ko.Do khng chng v mt gi c nn gi c ti siu th Co.op Cn Thi
khi c cao hn so vi cc i th khc nh gi c cc mt hng may mc thng
cao hn so vi Vinatex.Tuy nhin gi c li bo m cht lng sn phm nn
vn thu ht khch hng n mua sm ti siu th.
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GVHD: L Thi Diu Hin 37 SVTH: Lng V Anh Chi
Ngoi ra, nhm nng cao kh nng cnh tran trn th trng, siu th Co.op
Mart a ra cc nhn hng ring mang thng hiu Co.op Mart. Cc nhn
hng ring ca Co.op Mart c th k n nh go thm Jassmine, khn giy
Napkin, nc ra chn, cc thc phm ng lnh nh ch gi, c vin, nhn hang
qun o SGC . c gi c thp hn 3 - 20 % so vi gi thi trng .Vi chnh
sch gi c cnh tranh nhng hng ha c cht lng, v thng c khuyn mi
nn cc nhn hng ny cng c nhiu khch hng la chn.
c. Chin lc phn phi
Phn phi l mt cu ni gip doanh nghip sn xut a hng ha n tay
ngi tiu dng. Tuy nhin siu th phn phi hng ha trc tip n tay ngi
tiu dng, v khng c i tng trung gian:
Ngoi nhng khch hng mua nh l, vn c nhng khch hng mua sm
vi tr gi ha n tng i ln nhm em v bn li nh cc tim tp ha. Tuy
nhin gi c cng l gi bn l. Vi nhng ha n trn 200.000 ng th khch
hng c u tin l giao hng tn nh.
Bn cnh kinh doanh ti siu th, hin nay nhm ng h chng trnh a
hng Vit v nng thn, siu th Co.op t chc cc chng trnh bn hng lu
ng n cc vng xa thnh ph hoc kt hp vi cc tnh ln cn bn cc mt
hng vi gi vn v thng c t chc vo thng 9 hng nm. Vi cch lm
nh th, siu th Co.op Mart va gp phn thc y chng trnh Ngi Vit
Nam dng hng Vit Nam, va gp phn y mnh vng vn trong kinh doanh
ng thi cng gp phn y mnh thng hiu Co.op Mart n vi ngi tiu
dng.
d. Chin lc chiu thChiu th l mt cng c thc y cc hot ng bn hng, thc y nhu cu
ca ngi tiu dng, ng thi nng cao kh nng cnh tranh ca cc doanh
nghip. Bn cnh cc chng trnh chiu th di hnh thc khuyn mi ca cc
nh cung cp, siu th cn t t chc cc chng trnh chiu th ring ca h
thng siu th Co.op Mart ni chung v siu th Co.op Mart Cn Thni ring.
Siu th Ngi tiu dng
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GVHD: L Thi Diu Hin 38 SVTH: Lng V Anh Chi
Ti siu th Co.op Mart Cn Th, chi ph cho hot ng chiu th hng nm
chim khong 2% tng doanh thu ca siu th.
Trong nm, siu th thc hin kh nhiu chng trnh khuyn mi nhm thu
ht khch hng n tham quan mua sm nht l vo cc dp l tt nh 14/2, 27/7,
30/4, 20/11c bit l dp tt nguyn n c cc chng trnh khuyn mi nh
tng im thng, tng qu cui nm cho cc thnh vin v vip ca siu th.
Cc chng trnh khuyn mi c thc hin vi nhiu hnh thc khc nhau
vo cc dp khc nhau nhm thu ht nhiu i tng khch hng n tham quan
mua sm.
Chng hn nh vo ngy l 8/3 thng c cc chng trnh nh tng im
thng cho khch hng n l thnh vin hoc Vip, tng Cupon gim gi hoc cc
chng trnh rt thm trng thng vi cc khch hng l n khi tr gi ha n
trn 200.000 ng. Mt chng trnh khuyn mi cng c ngha v mt x hi
l vo dp 8/3 siu th c chng trnh tng qu cho cc ph n ngho kh. iu
gp phn nng cao thng hiu Co.op trong lng khch hng.
Vo nhng dp nh 14/2, siu th thng c cc khuyn mi nh gi qu
min ph ti quy dch v khch hng. Vo dp 27/02 thng c cc chng trnh
khuyn mi nh gim gi, rt thm trng thng.
Di y l tnh hnh doanh thu qua ngy l 8/3
Bng 07: Tnh hnh doanh thu ngy 8/3 qua ba nm 2007 -2009
(Ngun: Tkton siu th Co.op Mart Cn Th)
Nm 2007 2008 2009
Doanh s(triu ng) 519,535 854,030 1.203
Lng khch BQ(lt khch) 6.120 7.445 8.845
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GVHD: L Thi Diu Hin 39 SVTH: Lng V Anh Chi
Doanh s qua ba nm Lng khch bnh qun
Hnh 13: Doanh s v lng khch hng bnh qun ngy 8/3 tnm 2007 -2009
(Ngun: Sliu iu tra thng 03/2010)
Qua bng s liu ni trn, cho thy, lng khch hng vo dp l 8/3 qua ba
nm u c s tng ln v doanh thu v lng khch hng trong ngy ny. Nu
nh, tc tng trng v doanh thu ca c nm 2008 so vi nm 2007 l
31,42% th s tng trng v doanh thu ca ngy 8/3 nm 2008 so vi nm 2007
l 64,38% . Tng t nh vy, tc tng trng ca doanh thu vo ngy 8/3
nm 2009 so vi nm 2008 l 40,86% vn cao hn so vi tc tng trng
doanh thu bnh qun ca c nm l 22,77%. Thm vo , lng khch hng
bnh qun vo ngy ny cng tng qua cc nm. Vi cc chng trnh dnh chokhch hng l n gii nh tng im thng vi ha n trn 200.000 ng dnh
cho khch hng Vip v thnh vin, hoc vi ha n trn 200.000 ng cc
khch hng l nc tham gia rt thm trng thng. Vi cc chng trnh
khuyn mi khng thc s ln lao nhng vi cc kt qut c trong ba nm
va qua, ta thy chng trnh marketing ca siu th tng i hiu qu.
Ngoi ra, chng trnh ngy 27/2 cng c chng trnh khuyn mi ngha
dnh cho cn b lm trong ngnh y. Nhm th hin s trn trng nhng cn b ybc s, mi cn b mang theo th ngnh n mua sm ti siu thu c gim
gi trn ha n t 5 - 10% , tham gia chng trnh rt thm trng thng.
519.535
854.03
1203
0
200
400
600
800
1000
1200
1400
1
nm 2007 nm 2008 nm 2009
6120
7445
8845
nm 2007 nm 2008 nm 2009
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GVHD: L Thi Diu Hin 40 SVTH: Lng V Anh Chi
Bng 08: Tnh hnh doanh thu tnm 2007 2009 vo dp 27/2
Ch tiu Nm 2007 Nm 2008 Nm 2009
Lng khch hng bnh qun
(Lt khch)4.812 4.796 7.154
Doanh thu(Triu ng)
426,944 650,051 972,979
(Ngun: Tkton siu th Co.op Mart Cn Th)
4812 4796
7154
Lng khch hng bnh qun
Nm 2007 Nm 2008 Nm 2009
426,944
650,051
972,979
Doanh thu
nam 2007 nam 2008 nam 2009
Hnh 14: Lng khch hng v doanh thu ba nm 2007 -2009 ngy 27/2
(Ngun: Sliu iu tra thng 03/2010)
Nhn vo bng s liu trn, ta thy lng khch hng bnh qun trn han nm 2008 c gim so vi nm 2007, nhng v doanh thu th vn tng so vi
nm 2007. Sang nm 2009, doanh thu v lng khch hng bnh qun trn mi
ha n u tng. C th, doanh thu nm 2008/ 2007 tng 52,25% cao hn so
vi tc tng doanh ca ca c nm 2008/ 2007 l 31,42%. Tng t, tc
tng doanh thu ca nm 2009/ 2008 l 49,67%, vn cao hn so vi tc tng
doanh thu ca c nm 2009/ 2008 l 22,77%. iu cho thy, siu th c
cc chng trnh khuyn mi hiu qu, gp phn tng doanh s ca siu th trongnm, ng thi khng nh tn tui ca siu th ngy cng ln mnh trn thng
trng.
VT: triung
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GVHD: L Thi Diu Hin 41 SVTH: Lng V Anh Chi
d Dch v khch hng
Vi chnh sch cht lng Co.op Mart lun mang li nhng gi tr tng
thm cho khch hng, Co.op Mart rt quan tm n hot ng dch v nhm to
n tng trong tm tr khch hng v mt thng hiu Co.op Mart - Bn ca mi
nh. Hin nay, dch v khch hng v chm sc khch hng l mt trong nhng
th mnh ca Co.op Mart. Vi nhiu dch vang trin khai, Co.op Mart lun
nhn c quan tm v hi lng t khch hng.
Co.op Mart hin ang c rt nhiu dch v nhm to ra gi tr tng thm cho
khch hng bao gm cc dch v thng xuyn v thi v.
* Cc dch v thng xuyn:
- Dch v gi qu min ph: dch v ny rt c khch hng a chung
i vi cng nhn vin (v h rt t thi gian thc hin vic ny) v i vi hc
sinh sinh vin v ni tr(tit kim chi ph gi qu so vi mua hng ti cc ca
hng bn ngoi)
- Dch v giao hng min ph tn nh vi ho n trn 200.000 ng ti
khu vc ni thnh
- Dch v bn hng qua in thoi
- Dch v thanh ton th tn dng Master Card, ACB Card v c cc my
rt tin tng ca cc ngn hng p ng nhu cu ca mt b phn ln khch
hng khng dng tin mt.
- Tip nhn thng tin t khch hng t cc gp n khiu ni ca khch
hng u c gi quyt nhanh chng, khng khch hng phn nn hay bc bi
- Xut ho n , ho n VAT theo yu cu ca khch hng to nhiu kh
nng mua hng t pha cng ty, doanh nghip
Tuy nhin, trong khu ny, vn cn c nhng hn ch nh :
- Nhn vin quy dch vc nhn xt l c thi khng thn thin
- Vn cha chuyn nghip, x l khiu ni cn qu chm, hoc i chlumi c gii p thc mc.
* Dch v thi v:
- Dch v c bit dnh cho ma xun l gi nhng gi qu vi nhiu
mu m a dng, phong ph, rt bt mt.
-Vo mi dp Noel, Co.op Mart cn thc hin giao qu Noel theo yu cu
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GVHD: L Thi Diu Hin 42 SVTH: Lng V Anh Chi
ca khch hng. Vo dp ny, c khong 200 ng gi Noel ng qu cho cc
chu theo mu m khch hng ng k va to c nt m m cho tng
gia nh va l yu t gy cm tnh tt cho khch hng.
Tuy vy vn c nhiu khch hng khng hi lng i vi cc dch v ny.
Khch hng cho rng h phi i chqu lu khi i gi qu. c bit trong
cc dp nh 8/3, 20/10, hay cc ngy cui nm. S qu ti trong cc dp ny l
iu d hiu. Th nhng, siu th cn b tr thm ngun lc vo cc dp ny h
trb phn dch v khch hng nhm nng cao hiu qu phc v khch hng.
d Hot ng x hi
Ngoi chnh sch cht lng, Co.op Mart l mi nh thn yu ca ton th
cn b nhn vin. Mi hot ng ca Co.op Mart lun hng n cng ng.
Co.op Mart ngoi vic bun bn v phc v khch hng cn thnh lp
thm Cng on v on thanh nin. Hai b phn ny ngoi vic gip cc
nhn vin tm hiu thm cc cng tc on ti a phng v csm cn l
ni sinh hot chung ca nhn vin v h tr nhau hon thnh tt cng vic.
Hng qu, Cng on v on thanh nin t chc cc chng trnh V
ngun, thm cc di tch lch s.
B phn Cng on cn ng ra quyn gp 1 ngy lng lp Qu t thin.
Vi s tin quyn gp, Co.op Mart xy Nh tnh thng tng cho cc gia nh c
hon cnh kh khn. Nm 2006, Co.op Mart trao tng 1 cn nh tnh thng ti
Hng Ng, nm 2007 ti Bn Tre v gn y l mt cn nh tnh ngha ti TPCT.
Bn cnh cc hot ng x hi t thin, Co.op Mart cn ti trcc chng
trnh ln nhm qung b thng hiu. Trong nm du lch quc gia Mekong din
ra ti Cn Th, Co.op Mart tham gia L hi ng ph, y l hot ng mu
cho tun l khai mc Nm du lch. Chng trnh c Co.op Mart ti tr2 t
ng. S thnh cng ca chng tnh gp phn qung b thng hiu v mang
Co.op Mart n gn hn vi ngi tiu dng.4.2 MI TRNG V M
4.2.1 Mi trng kinh t x hi
Trong nm 2009, tc tng trng GDP bnh qun ca c nc t c
5,32%, cao hn vi mc tiu l 5%. C th ni GDP nm qua thp hn so vi
nm 2008(6,23%) v nm 2007(8,5%), nhng vi tnh hnh suy thoi ton cu th
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GVHD: L Thi Diu Hin 43 SVTH: Lng V Anh Chi
mc tng trng ca nm va qua l du hiu ng mng. Theo suy gim
kinh t cui nm 2008, qu I nm 2009, GDP bnh qun ca c nc cht
3,14%. Tuy nhin vi s n lc ca Chnh ph, GDP ca qu II tng, t c
4,46%, qu III l 6,04%, cao hn so vi cng k nm 2008 l 5,98%, qu IV l
6,09% cao hn so vi nm 2008(5,89%). Ti Cn Th, GDP bnh qun ca thnh
pht c 13,07%, cao hn so vi mc bnh qun ca c nc. Thu nhp bnh
qun u ngi nm 2009 t 1.028 USD, cao hn so vi nm 2008 (901,8
USD).
T, ta thy c nc tng bc thot khi suy gim kinh t, thu nhp ca
ngi dn tng cao, i sng tng bc c ci thin, ngi dn s mnh tay
hn cho vic chi tiu. Ngi dn s c xu hng tiu dng mnh hn, song song
, h s c nhu cu nhiu hn v cht lng hng ha v dch v. C th trong
nm va qua, doanh thu hng ha v dch v nm 2009 t mc 7,18% cao hn
so vi nm 2008(6,63%).
Trong nhng nm tr li y, ngi tiu dng trnn qu quen thuc
khi mua sm ti siu th. Ti Cn Th, theo don, nhu cu ny s tng mnh
t nm 2010 tri, vo khong 150% (Ngun: Nin gim thng k TPCT). Theo
pht trin v hi nhp, ngi Vit Nam ni chung v ngi Cn Thni ring
quen dn vi knh mua sm ti siu th. Theo d bo, nm 2010, sc mua ca
ngi tiu dng vo khong 53 t USD v c xu hng chuyn dch mnh sang
knh bn l hin i nh siu th hoc trung tm thng mi. Thm vo , trong
thi gian gn y, cht lng hng ha ti cc ch truyn thng khng m bo,
gy tc hi n sc khe v tnh mng ca ngi tiu dng. V knh siu th tr
thnh la chn tt nht nhm m bo sc khe cho ngi tiu dng hin nay.
Nhu cu mua sm ti cc knh mua sm hin i ngy cng gia tng, c
bit l siu th. Theo don, nhu cu mua sm ti siu th s tng nhiu hn.
Tuy nhin, theo nhn nhn ca nhiu chuyn gia, nguy clm pht ti VitNam c th ti din. Ch s CPI 1/2010 tng 1,36% so vi 12/2009. iu ny
to nn p lc kh ln v nguy c ti lm pht l c th din ra. Thm vo ,
theo d tnh vo u thng 3 nm nay, gi in c th tng. iu ny s lm gim
tc tng trng ca GDP khong 0,28% v tng CPI vo khong 0,17%.
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GVHD: L Thi Diu Hin 44 SVTH: Lng V Anh Chi
Nh vy nguy c ti lm pht c thnh hng n sc mua ca ngi tiu
dng hoc h s chuyn sang mua sm ti cc chtruyn thng v gi mua ti cc
chtruyn thng thng r hn mt cht so vi siu th. Thm vo , vi p lc
tng gi in s l mt nh hng khng nhi vi li nhun kinh doanh ca
siu th
4.2.2 Mi trng chnh tr php lut
Song song vi pht trin kinh t, tnh hnh anh ninh chnh tr ti Vit Nam kh
n nh, c xem l mt quc gia c tnh hnh anh ninh quc phng tt nht trong
khu vc. V vy, cc doanh nghip trong nc u c thun li pht trin bn
vng.
V vy, vi nn chnh trn nh, cc doanh nghip trong nc c iu kin
thun li pht trin bn vng.
Theo cam kt sau khi gia nhp WTO, chnh ph Vit Nam cam kt s m
ca th trng bn l cho cc doanh nghip nc ngoi vo Vit Nam. V ngy
1.1.2009 s mca hon ton cho doanh nghip c vn 100% nc ngoi. Ngy
1.1.2010 va qua, Vit Nam cng ban hnh vn bn v vic cho php cc
doanh nghip sn xut v nhp cc mt hng nc ngoi vo Vit Nam. l
mt thch thc khng nhi vi cc doanh nghip bn l trong nc ni chung
v siu th Co.op Mart Cn Thni ring.
Hin nay, Nh nc a ra kh nhiu quy nh v v sinh an ton thc
phm (Ngun : Ngh quyt 41 TWng vvn bo v mi trng, 32/2005
Ngh quyt ca chnh ph vxpht vi phm ti nguyn nc.). iu , buc
mi doanh nghip sn xut, kinh doanh dch v phi tun th nghim ngt.
Do , siu th phi ch trng nhiu hn v vn v sinh an ton thc
phm, phi c trang my mc thit b hin i nhm ch bin bo qun thc
phm tt nht. ng thi phi tn chi ph vn chuyn nhiu hn nhm m bo
cht lng hng ha.4.2.3. Mi trng tnhin
Cn Thc xem l vng min c kh hu thun li nn vic kinh doanh
khng chu nhiu nh hng t thin nhin. Co.op Cn Thnm ngay v tr kh
thun li v din tch cng nh giao thng nn rt thun tin cho vic tham quan
mua sm. Thm vo , vo thng 4.2010 cu Cn Thchnh thc khnh thnh,
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GVHD: L Thi Diu Hin 45 SVTH: Lng V Anh Chi
iu ny to iu kin thun li v lu thng, thu ht thm nhiu khch n Cn
Ththam quan, du lch
Vi nhng li th, Cn Ths thu ht nhiu khch hng n tham quan
mua sm, ng thi vi giao thng thun tin khi cu Cn Thkhnh thnh vo
ngy 24.4.2010 s gip cho siu th thun li hn trong vic vn chuyn cc mt
hng t thnh ph H Ch Minh v, gp phn lm gim thiu chi ph vn chuyn.
Tuy nhin bn cnh khi giao thng thun tin hn, c th Cn Ths l
im dng chn ca nhiu tp on kinh doanh bn l khc, c bit l cc tp
oang kinh doanh ca nc ngoi. Khi , c th Co.op Mart s c thm nhiu
kh khn hn gi vng th phn ca mnh.
4.2.4. Mi trng dn s
Dn s thnh ph Cn Thhin nay vo khong 1.171 ngi, hng nm ti
Cn Thn tip thm hng trn sinh vin n hc tp.Hn na, khi giao thng
trnn thun li, Cn Ths l im n ca nhiu ngi hn. Nh th, Co.op
Mart s c thm chi thu ht hn nhiu khch hng n tham quan mua sm.
4.2.5. Mi trng vn ha x hi
Hin nay, ti TPCT vn cha c nhiu ni vui chi gii tr v th rt nhiu
ngi dn ni y chn la i siu th nh mt cch gii tr, tham quan, mua
sm.
y l mt chi gip Co.op c thm nhiu iu kin thu ht khch hng n
vi siu th, ng thi c th qung b hnh nh ca siu th. Hn na, trong nm
2009, thu nhp bnh qun u ngi ca thnh ph Cn Th l 1.028 USD cao
hn 126,2 USD so vi nm 2009 v theo d bo thu nhp bnh qun u ngi
nm 2010 st 1.428 USD. Vi thu nhp bnh qun tng, nhu cu mua sm
cng s tng. Cng theo d bo, trong nhng nm ti xu hng mua sm ti siu
th s tng 150%, ng thi, ngi dn cng c xu hng mua sm ti cc siu
th do c nhiu chng trnh khuyn mi hn. S ln i siu th trung bnh cangi dn Cn Th l 3,57 ln v 87,5% thng hay i mua sm ti siu th
Co.op Mart. l nhng bc thun li cbn cho siu th Co.op Mart trong
nm ti.
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GVHD: L Thi Diu Hin 46 SVTH: Lng V Anh Chi
4.3 MI TRNG VI M
4.3.1 Nh cung ng
Hin ti nh cung ng hng ca Co.op l SaigonCo.op, hng ha c vn
chuyn t thnh ph H Ch Minh v, ngoi ra Co.op Mart cn t hng vi cc
nh cung cp ti a phng nh rau c qu ti cc u mi chnh Vnh Long,
bi nm roi Vnh Long, cua, tm Bc Liu Ngoi ra Co.op Mart cn c
mi quan h tt vi cc nh cung cp khc nh Pepsi, P&J, Unilever,
Vinamilk.. ngoi ra vo thng 10/2009 lp trung tm phn phi ti min Ty
to iu kin thun li hn cho vic vn chuyn.
Vi mi quan h tt vi cc nh cung cp, Co.op Mart lun m bo vic
cung cp hng ha cho ngi tiu dng. ng thi, vic lp trung tm phn
phi ti min Ty phn vo gim thiu chi ph vn chuyn cho siu th.
4.3.2 Khch hng
Bt c trong lnh vc kinh doanh no, khch hng bao gicng l yu t
ch cht gip doanh nghip thnh cng. Khng nm ngoi quy lut , i vi
Co.op Mart, khch hng v cng quan trng. Khch hng n vi siu th thuc
rt nhiu ngnh ngh khc nhau nh ni tr, sinh vin, hc sinh, gii vn phng,
t kinh doanh, ngi mua bn nh, doanh nghip s lng khch hng n vi
siu th hng ngy cng kh ln 6.409 khch, tr gi ha n trn ngy vo
khong 136.000 ng.
Hin nay, siu th Co.op c mt th phn kh ln, c nhiu khch hng la
chn khi i mua sm. Phn ln khch hng n vi siu th l cng nhn vin chc
chim 60%, ni trchim 10%, sinh vin hc sinh chim khong 22,5 % v cn li
nh gio vin, t kinh doanh chim khong 7% .( Ngun : sliu nghin cu thng
3/2010)
Bng 09: Siu thc khch hng la chn mua sm
( Ngun : Sliu nghin cu thng 3/2010)
Siu th Tng s Phn trm (%)Metro 4 10%Vinatex 1 2,5%Co.op Mart 35 87,5%Citi Mart 0 0%Maximart 0 0%Tng 40 100%
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GVHD: L Thi Diu Hin 47 SVTH: Lng V Anh Chi
Qua bng s liu trn ta thy, Co.op l siu thc khch hng la chn
khi i mua sm. T bng s liu ni trn, ta thy c n 87,5% khch hng
thng i siu th Co.op Mart, Metro ch c 10,0%, Vinatex l 2,5% v khng c
s la chn no cho Citi v Maximart.
T, ta thy vi lng khch hng ng o nh vy, Co.op Mart phn
no khng nh tn tui ca mnh ti th trng Cn Th. Nh vy, Co.op s c
thm nhiu chi thu ht thm khch hng, qung b hnh nh ca mnh bng
phng php truyn ming, tc l thng qua nhng khch hng thn thit ti siu
th.
Nh chng ta bit, khi cuc sng ngy cng c nng cao th nhu cu
ca con ngi cng nng ln ng k, h si hi nhiu hn vi cc doanh
nghip v d dng bi nu nh h cm thy quyn li hoc nhu cu khng
c tha mn. Khch hng bao gi cng l thng , cuc sng ngy cng
cng ci thin, con ngi ngy cng c nhiu s la chn tt hn, ng thi nhu
cu con ngi ngy cng a dng v phc tp. Chnh v th, l mt thch thc
khng nh ca siu th, siu th phi lun p ng kp thi v tha mn nhu cu
ca khch hng.
34
19
98
12
22
13
9
10
18
11
Hng ha phong ph adng
Gi c phi chng
Phc v n cn chu o
C dch v tng thmcho khch hng
Khng gian rng ri
V tr thun l i
C s vt cht hin i
An ton khng s mtcp
Bi gi xe rng ri
C nhiu chng trnh
khuyn miC nhiu dch v vuich i gii tr
Hnh 15 : L do khch hng thng xuyn mua sm ti siu thCo.op Mart Cn Th
(Ngun: Sliu nghin cu thng 3/2010)
Qua s liu nghin cu cho thy c 34 hay 85% khch hng la chn mua
sm ti siu th do c hng ha phong ph v a dng, 19 hay 47,5% khch hng
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GVHD: L Thi Diu Hin 48 SVTH: Lng V Anh Chi
n vi siu th Co.op Mart v gi c phi chng, phc v chu o c 9 khch
hng quan tm khi n mua sm ti siu th Co.op Mart, 8 khch hng la chn
thng n vi siu th v c cc dch v tng thm nh giao hng tn nh hay
gi qu min ph vo cc dp l tt, 12 khch hng thch n mua sm ti siu th
v c khng gian by tr rng ri, to cm gic thoi mi cho khch hng n mua
sm, v tr thun li cng l mt trong nhng l do c khch hng u tin chn
la khi n mua sm. Yu t ny c 12 khch hng la chn tng ng vi
30,0%.Thng c cc chng trnh khuyn mi cng l mt trong nhng l do
khch hng hay i mua sm ti siu th Co.op Mart Cn Thvi 18 khch hng
la chn. Ngoi ra cn c cc yu t khc nh an ton, bi gi xe rng ri, c cc
dch vn ung vui chi.Nh vy, nhn chung, cc yu t chnh khch hng
quyt nh mua sm ch yu ti mt siu th l yu t v hng ha a dng v
c nhiu chng trnh khuyn mi, gi c phi chng. Cc sn phm m ngi
tiu dng thng hay la chn khi i mua sm l cc mt hng v ha m
phm, thc phm cng ngh v ch bin.
Di y l mc hi lng ca khch hng i vi hng ha trong siu
th
3.633.85
3.45
3.9 3.9
3.23
3.47 3.5
3.8 3.853.97
3.67
2.85
Hng
hatrngby
hp lv btmt
c
nhiuhngha
mi va
dng
Hng
maymcp,c
nhiumum
Hng
ha cngungc rrng
Chtlngsn
phmtt
Thcphmchbinngon
Thcphmhp v
sinh
Thcphmtingon
Thcphmcngngha
dng
Thcphmcngnghc
ngungc rrng
dnggia
inh adng
Ha
mphma
dng
Ddngtrong
vic tri
hng
ha
Hnh 16: Mchi lng ca khch hng v siu thCo.op Mart Cn Th
(Ngun : Sliu nghin cu thng 3/2010)
Nh vy, nhn chung cc yu t lin quan n hng ha u c mc im
gn tng ng. Cc yu t cao im nht l ngun gc sn phm cng nght
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GVHD: L Thi Diu Hin 49 SVTH: Lng V Anh Chi
3,97 im, ngun hng ha phong ph, a dng t 3,85 im. Yu t thp nht
l vic tri li hng ha ch c 2,85 im. Theo kin ca khch hng, do
khch hng khng bit n vic c th tri hng ha nn thy vic tri l
kh khn. Mt s kin li cho rng, khi tri li hng ha, thi ca nhn
vin khng thn thin nn h cm thy khng thoi mi. Do siu th cn ch
trng n vn ny, cn gii quyt kp thi, trnh to ra s phin h cho khch
hng.
Mc hi lng v cc chng trnh khuyn mi ca siu th
3.77 3.75
3.2
Gi c ph hp vi chtlng ca n
Gi c thng r hn ticc siu th khc
Gi c hng tiu dnghng ngy thng khng
cao hn so vi ch
im
Hnh 17: Mc hi lng v gi c ti siu th( Ngun: sliu nghin cu thng 3.2010)
Qua bng s liu ni trn, ta thy, yu t gi c ph hp vi cht lng ca
n c 3,77 im. V yu t thp im nht l gi c so vi chkhng cao hn
chc 3,2 im. iu ny cho thy khch hng vn khng thc s hi lng v
gi c so vi ch. Nhn chung, theo cam kt bnh n gi c th trng, gi c cc
mt hng tiu dng hng ngy thng khng cao hn so vi ch, nu c s
chnh lch th ch cao hn 1-2%, nht l cc mt hng rau c qu. V l do an
ton v sinh thc phm, siu th lun la chn nhng nh cung cp rau sch v
an ton nn gi thnh c hi cao hn mt cht. Thm vo , hin nay, a phn
ngi dn Vit Nam ni chung v ngi tiu dng Cn Th ni ring, c xu
hng chuyn dn sang mua sm ti siu th, nhng vn cn 65,8% vn mua sm
ti ch. c im tm l tiu dng ca ngi dn thng cho l hng ha ti siu
th thng mc hn ngoi ch, v cc mt hng rau c qu, tht c ti sng
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GVHD: L Thi Diu Hin 50 SVTH: Lng V Anh Chi
thng mc hn. Tuy nhin, trn thc t, gi c thng khng cao hn. V d,
theo kho st Chanh dy Lt ngoi ch bn khong 14.000 ng mt kg
nhn