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8/2/2019 VanLuong.blogspot.com Coop Mart Can Tho

1/83

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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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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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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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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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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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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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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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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- 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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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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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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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


19/83

Lun vn tt nghip


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/


20/83

Lun vn tt nghip


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


21/83

Lun vn tt nghip


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.


22/83

Lun vn tt nghip


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


23/83

Lun vn tt nghip


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.


24/83

Lun vn tt nghip


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.


25/83

Lun vn tt nghip


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


26/83

Lun vn tt nghip


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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Lun vn tt nghip


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.


28/83

Lun vn tt nghip


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


29/83

Lun vn tt nghip


, 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


30/83

Lun vn tt nghip


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


31/83

Lun vn tt nghip


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


32/83

Lun vn tt nghip


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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Lun vn tt nghip


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


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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


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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Lun vn tt nghip


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


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


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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


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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Lun vn tt nghip


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


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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Lun vn tt nghip


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


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


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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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Lun vn tt nghip


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%


53/83

Lun vn tt nghip


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


54/83

Lun vn tt nghip


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


55/83

Lun vn tt nghip


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


56/83

Lun vn tt nghip


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

vanluong.blogspot.com coop mart can tho

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