Mc Lc PHN M U 1. L do la chn ti 2. Mc ch nghin cu 3. Phng php nghin cu 4. ngha thc tin 5.

5. Cu trc ti CHNG I: C S L LUN CHNG II: TNG QUAN V LIN HIP HP TC X THNG MI THNH PH (SAIGON CO.OP) V H THNG SIU TH CO.OP MART CHNG III:PHN TCH KT QU NGHIN CU 1. Kt qu ca siu th Big C 2. Kt qu ca siu th Co.op Mart 3.So snh gia hai siu th CHNG IV: RA CC GII PHP V KIN NGH CHO SIU TH CO.OP MART 1. M hnh ca Big C 2. M hnh ca Co.op Mart 3. Gii php cho siu th Co.op Mart KT LUN TI LIU THAM KHO

PHN M U 1. L do la chn ti 2. Mc ch nghin cu Th trng bn l Vit Nam ngy cng pht trin mnh m, vn ln tr thnh mt trong by th trng bn l sinh li nht th gii (hng nghin cu ton cu RNCOS nh gi). Vit Nam v ang tr thnh im n l tng ca cc nh u t bn l nc ngoi to nn mi trng bn l si ng vi nhiu c hi cho nhiu tiu dng tip cn cc loi hng ho a dng, gi cnh tranh. Tuy nhin, iu ny cng gy nn p lc khng nh vi cc nh bn l trong nc. in hnh v s cnh tranh gia cc nh bn l nc ngoi v trong nc l BigC v CoopMart. Big C l thng hiu ca tp on Casino, mt trong nhng tp on bn l hng u chu u vi hn 9.000 ca hng ti Vit Nam, Thi Lan, Ac-hen-ti-na, U-ru-guay, V-n-zula, Bra-xin, C-lm-bi-a, n Dng, H Lan, Php, l h thng siu th ca Php v c Php a vo Vit Nam chim lnh th trng bn l nc ta. Co.op Mart l h thng siu th do Lin hip HTX thng mi TP.HCM thnh lp vi 100% vn l do cc x vin ng gp nn. V th, c th ni Co.op Mart l h thng siu th ca Vit Nam 100%. BigC v CoopMart c xem l hai nh bn l hng u ti Vit Nam hin nay. Hai nh bn l ny c nhiu c im khc nhau v c s h tng, nh v phn khc th trng, c im hng ho sn phm v dch v khch hng. Trong , phng thc chiu th c xem l mt trong cc yu t quan trng nh hng n tm l tiu dng ca ngi mua. C th gi hng ho BigC thp hn nhiu so vi CoopMart nhng vn rt ng ngi n CoopMart mua sm, hay c th h thng phn phi ca CoopMart ph khp nhng nhiu ngi vn n BigC tiu dng. nh hng ca hai yu t gi v h thng phn phi n hnh vi tiu dng ca khch hng l qu r rng. Cn yu t chiu th, c im v mc nh hng ca n n ngi tiu dng Vit Nam nh th no l mt iu cn xem xt. Bi phn tch nhm mc ch tm hiu phng thc chiu th ca hai nh bn l hng u BigC v CoopMart, nh gi tm quan trng ca n vi hnh vi tiu dng, t so snh hiu qu phng

thc chiu th ca hai cng ty i vi khch hng v xut mt vi gii php hu ch vi hot ng chiu th ny. 3. Phng php nghin cu Bi phn tch s dng cc phng php: Phng php m t (m t hot ng chiu th ca 2 nh bn l); Phng php thng k (kho st, chy mu th v hiu qu hot ng chiu th ca hai cng ty); Phng php so snh, i chiu (so snh hai nh bn l); Phng php trao i ly kin chuyn gia (chuyn gia l nh qun l cng ty bn l); 4. ngha thc tin Th phn h thng bn l ca Vit Nam ngy cng c chia nhiu phn. Cc nh bn l nc ngoi nh BigC vi nhng li th m cc nh bn l trong nc kh ch ni, tiu biu nh trnh qun l, k nng tip th, qung co, chin lc kinh doanh, li th v chi ph v gi bn. Th nhng, nh bn l trong nc nh CoopMart li c li th quan trng l am hiu v phong tc tp qun, thi quen mua sm m cc doanh nghip nc ngoi khng d c c. Tm hiu, phn tch phng thc chiu th ca hai nh bn l ny s gip nh hnh mc nh hng n hnh vi mua sm ca ngi tiu dng Vit Nam. So snh hai cng ty bit hot ng chiu th c thc hin nh th no v liu rng n c nh hng thc s n vic la chn ni mua sm l BigC hay CoopMart hay khng. Ngoi ra, vi nh bn l Vit Nam, tm hiu vn ny s gip h nhn thc hn v s pht trin v hp dn ca th trng bn l Vit Nam, nhng vn m h cn thay i, c bit l phi bit tn dng nhng th mnh sn c cng nh s iu chnh ph hp thch nghi vi xu hng pht trin chung. 5. Cu trc ti CHNG I: C S L LUN CHNG II: TNG QUAN V LIN HIP HP TC X THNG MI THNH PH (SAIGON CO.OP) V H THNG SIU TH CO.OP MART CHNG III:PHN TCH KT QU NGHIN CU CHNG IV: GII PHP V KIN NGH CHO SIU TH CO.OP MART

Chng 1: C S L LUN 4P trong marketing (hay cn gi l Marketing mix hoc marketing hn hp) l tp hp cc cng c tip th bao gm: sn phm (Product), gi c (Price), phn phi (Distribution), xc tin (Promotion). Chin lc marketing mix c doanh nghip s dng t c trng tm tip th trong th trng mc tiu.
Sn phm (P1) - Cht lng - Hnh dng - c im - Nhn hiu - Bao b - Kch c - Dch v Marketing Mix Phn phi (P3) - Loi knh - Trung gian - Phn loi - Sp xp - D tr - Vn chuyn Th trng mc tiu Xc tin (P4) - Qung co - Khuyn mi - Quan h cng chng - Bn hng c nhn - Marketing trc tip Gi c (P2) - Cc mc gi - Gim gi - Chit khu - Thanh ton - Tn dng

Trong ti ny, nhm chng ti ch i su vo phn tch cng c Promotion trong m hnh 4P ca marketing. 1. Khi nim Theo hip hi marketing Hoa K, Xc tin hn hp l s kt hp nhiu k thut truyn thng (communication techniques) nh qung co, bn hng c nhn, quan h cng chng v xc tin bn hng nhm t nhng mc tiu c th.

Xc tin hn hp bao gm nhiu hot ng: Qung co (Advertising) Khuyn mi (Sales promotion) Quan h cng chng (Public Relations) Bn hng c nhn (Personal selling) Marketing trc tip (Direct marketing) 2. Cc chin lc xc tin v h tr kinh doanh 2.1. Chin lc y (Push strategy) Chin lc ny tc ng n trung gian phn phi nhm y nhanh tc tiu th hng ha Cng c: qung co, ti tr lc lng bn hng, ti tr qung co ti im bn hng, hi ngh bn hng, hi ch trin lm, gim gi, ...

4.2.2. Chin lc ko (Pull strategy) Chin lc ny tc ng n ngi tiu th cui cng nhm gia tang khi lng hng ha tiu th. Cng c: qung co, quan h cng chng, xc tin bn hng, gim gi, ...

3. Cc cng c xc tin 3.1. Qung co Qung co l bt k hnh thc gii thiu v xc tin gin tip hng ha dch v hoc tng m ngi ta phi tr tin c nhn bit. Cc quyt nh trong qung co:

 Mc tiu, nhim v ca qung co (Mission) Ngn sch qung co (Money) Thng ip qung co (Message) Phng tin qung co (Media) nh gi o lng hiu qu qung co (Measurement) 3.2. Bn hng c nhn (Personal Selling) Bn hng c nhn l hnh thc xc tin trc tip trong nhn vin bn hng tp trung n lc vo vic thuyt phc khch hng mua sn phm Quy trnh bn hng c nhn: Bc 1: iu tra v nh gi Bc 2: Chu b Bc 3: Tip cn khch hng Bc 4: Trnh by v gii thiu Bc 5: X l cc kin phn i Bc 6: Kt thc Bc 7: Kim tra v gim st u im: gii thiu v thao tc sn phm; t do thay i ni dung qung co; c th gii thch v tranh lun trc tip vi khch hng; l mt bin php tt bn hng khi qung co bo ha, s khch hng tim nng gim. 3.3. Vn minh thng mi Tr s lm vic Phong cch v thi nhn vin Quan h giao dch th tn, ngh thut m phn, hnh thc tng qu cho khch hng Ngh thut trng by ti im bn, bu khng kh trong ca hng Cht lng, mu m sn phm v dch v i km 3.4. Khuyn mi (Sales promotion)

Khuyn mi l tp hp cc cng c ngn hn nhm khuyn khch khch hng mua sn phm nhiu hn v nhanh chng hn

Gim gi

Cuc thi, tr chi

Phiu gim gi

Mua hng c thng Cng c khuyn mi i vi ngi tiu dng

Dng th sn phm

Hng mu khng pht

Chng trnh khch hng trung thnh

3.5. Quan h cng chng (Public Relations - PR) PR l nhng hot ng lin tc, c k hoch v thn trng thit lp v duy tr s hiu bit ln nhau gia doanh nghip/ t chc v cng chng (Vin nghin cu kin cng ng Anh)

PR bao gm tt c cc hnh thc giao tip c ln k hoch, c bn trong v bn ngoi t chc, gia mt t chc v cng chng ca n nhm t c nhng mc tiu c th lin quan n s hiu bit ln nhau (Frank Jefkins, Public Relations Frameworks) Cng c quan h cng chng: T chc s kin Ti tr thng mi Ti tr phi thng mi (hot ng cng ng) Quan h bo ch Vn ng hnh lang 4. Vai tr ca xc tin 4.1. i vi doanh nghip Chin lc xc tin l 1 cng c cnh tranh, gip ci thin doanh s. Thng qua chin lc ny, doanh nghip c th gii thiu sn phm, hnh nh doanh nghip (to hnh nh tch cc ca doanh nghip i vi cc nhm cng chng) v h tr cho chin lc nh v. 4.2. i vi ngi tiu dng Chin lc xc tin gip ngi tiu dng nng cao nhn thc v sn phm, to p lc cnh tranh buc doanh nghip ci tin hot ng marketing tha mn tt hn nhu cu ca ngi tiu dng. 4.3. i vi x hi H tr cho cc phng tin truyn thng nng cao cht lng, gim chi ph pht hnh cng nh a dng ha sn phm ca mnh nhm phc v x hi tt hn; xc tin cn l 1 yu t nh gi s nng ng, pht trin ca nn kinh t v l yu t thu ht u t. 5. Truyn thng marketing tch hp IMC Truyn thng marketing tch hp l quan im theo mt cng ty cn phi bit phi hp mt cch thn trng cc knh truyn thng khc nhau nhm pht i thng ip r rng, nht qun v thuyt phc v cng ty v v sn phm.

5.1. Qu trnh truyn thng

Cc bc truyn thng hiu qu Nhn din khch hng mc tiu (target audience) Thit k thng ip (hnh thc v ni dung) La chn phng tin truyn thng (knh truyn thng trc tip v gin tip) La chon ngun (ngi) pht thng ip Thu thp thng tin phn hi

M hnh thng tin phn hi

Chng II: TNG QUAN V LIN HIP HP TC X THNG MI THNH PH (SAIGON CO.OP) V H THNG SIU TH CO.OP MART

1. LCH S HNH THNH V PHT TRIN 1.1 Thng tin chung v Saigon Co.op Tn chnh thc: Lin hip Hp tc x thng mi Tp.HCM Tn giao dch quc t: Saigon Union of Trading Co-operatives Tn vit tt : Saigon Co.op Ngy thnh lp: 12/5/1989 Tr s chnh : 199-205 Nguyn Thi Hc, Q1 Email : sgcoop@saigonco-op.com.vn Website: www.saigonco-op.com.vn 1.2 Qu trnh hnh thnh v pht trin Giai on khi nghip t nm 1989-1992 Ngy 12/5/1989 UBND Thnh ph H Ch Minh c ch trng chuyn i Ban Qun l HTX Mua Bn Thnh ph tr thnh Lin hip HTX Mua bn Thnh ph H Ch Minh. Giai on nm bt c hi pht trin t nm 1992-1997 Saigon Co.op khi u bng vic lin doanh lin kt vi cc cng ty nc ngoi. L mt trong s t n v c giy php XNK trc tip ca Thnh ph, hot ng XNK pht trin mnh m mang li hiu qu cao, gp phn xc lp uy tn, v th ca Saigon Co.op trn th trng trong v ngoi nc. S kin ni bt nht l s ra i Siu th u tin ca H thng Co.opMart l Co.opMart Cng Qunh vo ngy 09/02/1996, vi s gip ca cc phong tro HTX quc t n t Nht, Singapore v Thy in. Giai on khng nh v pht trin t nm 1998-2004

Nhn thc c tm quan trng ca hot ng bn l theo ng chc nng, lnh o Saign Co.op dnh thi gian nghin cu hc tp kinh nghim ca h thng Siu th KF(Thy in), NTUC Fair Price(Singapore), Co.op(Nht Bn) to ra mt h thng siu th mang nt c trng ca phng thc HTX ti TpHCM v Vit Nam. Nm 1998 Saigon Co.op ti cu trc v t chc v nhn s, tp trung mi ngun lc ca mnh u t mnh cho cng tc bn l (Cc Siu th Co.opMart ln lt ra i nh du mt giai on pht trin quan trng : hnh thnh chui Siu th mang thng hiu Co.opMart). Tnh n 02/2008, h thng Co.opMart c 28 siu th bao gm 16 Co.opMart TPHCM v 12 Co.opMart ti cc tnh (Co.opMart Cn Th, M Tho, Quy Nhn, Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K, Tuy Ho Cc thnh qu t c: Thng 8/2000 : Nhn danh hiu Anh hng lao ng trong thi k i mi Thng 05/2002 : Saigon Co.op vinh d nhn Hun chng Lao ng hng Nht Nm 02/2004 : Saigon Co.op nhn chng ch ISO 9001-2000 Nm 2005 : Nh nc phong tng Anh hng lao ng cho B Nguyn Th Ngha Ch tch HQT Saigon Co.op. Nm 2008 : - Thng hiu Vit c yu thch nht do Bo SGGP t chc bnh chn (2005-2006-2007-2008). - Top 200 doanh nghip hng u Vit Nam do t chc UNDP bnh chn. - ot gii vng cht lng Chu u do t chc International Arch of Europe Award trao tng. Nm 2004 2010 : Saigon Co.op lin tc c bnh chn l nh bn l hng u Vit Nam, Top 500 nh bn l hng u Khu vc Chu Thi Bnh Dng. v Vng Tu).

Nhng s kin ng nh T nm 2003-2010: Saigon Co.op 7 nm lin t danh hiu nh bn l hng u Vit Nam Top 500 nh bn l hng u chu Thi Bnh Dng Nm 2007: Khai trng mi 9 Siu th Co.opMart trong nm 2007, bao gm: Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K, Tuy Ho v Nhiu Lc. y l nm c s siu th mi c khai trng nhiu nht t trc n nay Nm 2010: Saigon Co.op pht trin ln n 80 Ca hng Co.op Nm 2009: Mng 20 nm hnh thnh, pht trin Saigon Co.op (12/5/1989 12/5/2009) v Hun chng c lp hng III 2011: 15 nm thnh lp h thng siu th Co.opMart. 1.3 Chc nng, nhim v, quyn hn ca Saigon Co.op 1.3.1 Chc nng Lin hip HTX Thng mi Tp.HCM c xc nh l n v kinh t ca tp th nhn dn lao ng phc v cho nhu cu i sng v sn xut ca nhn dn lao ng vi hai chc nng chnh: Tr th cho thng nghip quc doanh phn phi hng theo gi ch o n tay ngi tiu dng v i l y thc thu mua cho cc n v Nh nc. Mua bn hng t doanh theo gi tha thun tng qu phc v ngi tiu dng C th Saigon Co.op thc hin 4 hot ng kinh doanh chnh sau: Bn l: kinh doanh thng mi, phn phi, bn l kt hp cc dch v n ung, vui chi, gii tr Hot ng kinh doanh ny chim khong 10% tng doanh thu. Ngun thu mang tnh c nh nhm m bo cho siu th c mt khon li nhun ti thiu ti hot ng. Sn xut nc chm Nam Dng Sau ngy gii phng, nh nc tip qun X Nghip Nam Dng, v nm 1981, Nam Dng c giao v ngnh HTX qun l. Lin Hip HTX TM

TPHCM (Saigon Co.op) nhanh chng t chc li, tng cng i ng cn b k thut, qun l v u t nng cp nh xng, thit b t hi sinh Nam Dng, to pht trin cho n ngy nay. T quy trnh sn xut th cng, Nam Dng c tng bc nng cp, hp l ha, t ng ha tng cng on sn xut trong quy trnh sn xut sn phm m bo cht lng sn phm, tng nng sut lao ng. Vi uy tn trn 60 nm trn th trng, nc tng Nam Dng nhn hiu Con Mo en khng nh v tr trong v ngoi nc. Kinh doanh xut nhp khu trc tip v lin doanh lin kt vi cc doanh nghip trong v ngoi nc + Nhp khu: nguyn vt liu dng cho sn xut ch bin, hng tiu dng, thc phm cng ngh. + Xut khu: cc mt hng nng sn, thc phm ch bin, thy hi sn, gm s, sn mi, hng th cng m ngh Th trng hot ng ch yu l: M, an Mch, Ty Ban Nha, Na Uy, Phn Lan, , Php, Nht, Singapore, Trung Quc, i Loan, Indonesia. Phn phi hng c quyn: i l phn phi, bn hng cho cc doanh nghip trong v ngoi nc Tng i l phn phi c quyn cc sn phm ca Parker, Lander, Falcon ti th trng Vit Nam. Ngoi ra, Saigon Co.op cn hot ng trong cc lnh vc khc nh: kinh doanh dch v, du lch, qung co, a c, bt ng sn. 1.3.2 Nhim v Lin hip HTX thng mi Saigon Co.op c nhng nhim v chnh sau: T chc h thng HTXTM vi nhim v chnh l qun l cc n v trc thuc nh chui siu th, cc x nghip, cc trung tm dch v. Trong , bn l gi vai tr ch cht. Trc tip kinh doanh xut nhp khu. Lm u mi trc tip mua bn.

 Tip nhn u t HTX tiu th quc t v cc n v kinh doanh quc t nc ngoi pht trin kinh doanh v sn xut ni a 1.3.3 Quyn hn Saigon Co.op l mt n v kinh t hch ton y , c t cch php nhn, c con du ring v m ti khan ti ngn hng hot ng theo quy nh ca Nh nc, c quyn hn nh sau: c quyn hot ng bng vn c phn, huy ng vn t cc n v trc thuc v huy ng rng ri t cc n v ngoi ngnh theo nguyn tc t nguyn v cng c li. c lp v ti chnh v qun l dn ch. c quyn tuyn dng v thu mn lao ng theo yu cu kinh doanh, t quyt nh s lao ng cn thit. Thc hin ngha v y i vi Nh nc. 2. K HOCH PHT TRIN TRONG CC NM TI 2.1 Tnh hnh hot ng kinh doanh thi gian gn y Hot ng kinh doanh bn l ca Saigon Co.op bao gm 50 siu th mang thng hiu Co.op Mart ti Tp.HCM v cc tnh min Nam v Nam Trung B cng vi hn 80 ca hng Co.op thuc cc hp tc x thnh vin v ca hng Bn Thnh ang nhn c s ng h nhit tnh ca ng o tng lp tiu dng, thu ht hng chc vn khch n mua sm mi ngy. Bn cnh , cc hot ng phn phi s l, xut nhp khu, sn xut v u tcng ang dn ln mnh. T khi chuyn hng sang kinh doanh trong lnh vc siu th v c bit trong 5 nm gn y, Saigon Co.op c mc tng trng kh n nh v hiu qu kinh doanh cng dn c nng cao, khng nh thng hiu vi i tc v ngi tiu dng. Hin nay mt Co.op Mart trung bnh mi ngy c khong 250.000 lt khch n tham quan mua sm. Quy m u t cho mt Co.op Mart hn 100 t ng vi nhiu trang thit b hin i. 2.2 Mc tiu v nhim v

 lm cho chui siu th Co.op Mart ngy cng pht trin, Saigon Co.op ra nhng phng hng kinh doanh sau: u t, y mnh hot ng qung co thng hiu, nng co cht lng v pht trin rng ri chng trnh Thnh vin v Khch hng thn thit. iu chnh v duy tr cc tiu chun quc t v qun l, bo qun hng ha cho h thng Co.op Mart, ng thi tng bc nng cp cc siu th c. Nng cao tnh chuyn nghip trong hot ng ng dng cng ngh thng tin vo cng tc qun l v kinh doanh, chun ha cc quy trnh phi hp cng tc ni b, quy trnh giao dch vi nh cung cp, i tc v khch hng. Tp trung o to i ng nhn lc chuyn nghip v hin i. Vi s h tr ca cng ty c phn SCID, cng nh vic lin doanh vi cc cng ty tnh m rng mng li siu th, Saigon Co.op giao nhim v cho SCID n nm 2015 l pht trin 100 siu th Co.opMart trn c nc v trin khai m hnh Shopping mall, trung tm thng mi, i siu th v cc lnh vc a c khc. 3. I TH CHNH: H THNG SIU TH BIG C Tn y ca doanh nghip : Cng ty TNHH TMDV Siu thBig C Tn vit tt ca doanh nghip : Big C Trs: 222 Trn Duy Hng, Trung Ha , Cu Giy, HNi. Nm thnh lp: 1998 Tel: 0437848596 Website:http://www.bigc.com.vn Big C l thng hiu ca tp on Casino, mt trong nhng tp on bn l hng u chu uvi hn 9.000 ca hng ti Vit Nam, Thi Lan, Ac-hen-ti-na, U-ru-guay, V-n-zu-la, Bra-xin,C-lm-bi-a, n Dng, H Lan, Php, s dng trn 190.000 nhn vin. Big C khai trng i siu th u tin ti ng Nai nm 1998. Hin nay, cc cahng Big C hin din hu ht cc thnh ph ln nh H Ni, Hi Phng, Hu, Nng, BinHa, TP.HCM. Big C l mt trung tm mua sm l tng dnh cho khch hng Vit Nam: mi ca hng c trn 50.000 mt hng, t thc phm ti sng n hng tp ha, t qun o n trang tr ni tht,cng nh cc mt hng in my nh gia dng v thit b nghe-nhn, tt c u c bn vi gi r. Tm lt tnh hinh cnh tranh c bn:

Siu th Yu t so snh S hu S lng siu th Chng loi hng ha C cu hng ha ( ni a/ hng nhp khu) Chng hng ring: Chng loi Gi c Cht lng Dch v khch hng i tng khch hng ch yu

Coop Mart Trong nc 46 40.000-60.000 90% 10% a dng R kh Tt H gia nh

Big C Nc ngoi 8 50.000 70% 30% a dng R Kh Tt H gia nh

Chng 3: PHN TCH KT QU NGHIN CU 1. KT QU SIU TH BIG C

Muc do huu Muc do huu Cam nang Hieu qua cua ich khuyen ich the uu Huu ich cua mua sam huu chuong trinh cong Hieu qua cua mai dai email, SMS ich dong chieu thi BigC N Mean Median Grouped Median 91 3.8132 4.0000 3.8378 41 3.5366 4.0000 3.5714 .12638 145.00 38 3.3158 3.0000 3.3226 .13654 126.00 3.6000 4.0000 3.5932 .09864 270.00 83 3.8675 4.0000 3.8806 .08180 321.00 91 3.8132 4.0000 3.8378 .08256 347.00

Std. Error of .08256 Mean Sum Minimum Maximum Range First Last Std. Deviation 347.00

Rat khong Rat khong Rat khong Rat khong Rat khong Rat khong huu ich huu ich huu ich huu ich huu ich hieu qua Rat huu ich 4.00 Huu ich Rat huu ich 4.00 Huu ich Rat huu ich 4.00 Binh thuong Binh thuong .84166 Rat huu ich 4.00 Huu ich Huu ich .85424 Rat huu ich 4.00 Rat huu ich Huu ich .74525 Rat hieu qua 4.00 Rat hieu qua Binh thuong .78757

Binh thuong Huu ich .78757 .80925

C th xt n 5 yu t chnh trong qu trnh tc ng n hiu qu chiu th ca BigC: - Phng tin qung co hiu qu - Mc thng xuyn v hu ch ca khuyn mi - Mc hu ch th u i - Mc hu ch ca cm nang mua sm. - Hu ch ca marketing trc tip thng qua email, SMS - Hiu qu ca chng trnh cng ng Ln lt cc bin s c xt c kt qu kho st nh sau: Phng tin qung co: theo mc ph bin gim dn l:

- Ngi thn gii thiu - p phch qung ci - TV - Bo, tp ch v Internet Nh vy, phn ln cc khch hng bit n siu th qua s gii thiu ca ngi thn trong khi hiu qu ca bo, tp ch v Internet vn cn c khi thc nhiu hn nhm lm tng mc nh hng ca siu th. Case Summaries Di ca 2 sieu Bao, thi chi Mean .9891 Median 1.0000 Grouped .9891 Median Std. Error of .01087 Mean Sum 91.00 Minimum .00 Maximum Co Range 1.00 First Co Last Co Std. Deviation .10426 Chng trnh khuyn mi Khuyn mi ca Big C c nh gi vi mc thng xuyn l 3.9/5 v mc hu ch l 3.8/5 vi lch chun 0.08 Th u i ca Big C c mc hu ch t 3.5/5, lch chun 0.12 2.5714 2.0000 2.4000 .14754 234.00 1.00 5.00 4.00 1.00 5.00 1.40746 tap Internet TV Ap phich Nguoi than quang cao gioi thieu 3.5934 4.0000 4.0556 .16087 327.00 1.00 5.00 4.00 5.00 2.00 1.53462

2.5604 2.6154 3.1978 3.0000 2.0000 3.0000 2.5556 2.3030 3.3673 .11923 .15687 .13909 233.00 238.00 291.00 1.00 1.00 1.00 5.00 5.00 5.00 4.00 4.00 4.00 2.00 4.00 3.00 4.00 3.00 1.00 1.13733 1.49643 1.32682

Cm nang mua sm ca Big C c mc hu ch tng ng vi th u i : t 3.6/5, vi lch chun 0.099

Email v SMS c hu ch thp hn nhng khng nhiu : 3.3/5 Chng trnh cng ng ca Big C c nhng hot ng mang tnh tch cc hiu qu, 3.86/5
Case Summaries He Hoc Huong thong Tui than Tang bong nghiep nuoc Ho tro thien Thu gom qua cho cho hoc cho sach cho phat moi pin tai nguoi sinh nguoi Kon trien dia truong che ngheo ngheo khiem thi Tum phuong Khac Mean Median Grouped Median 1.0000 1.0000 1.0000 1.0000 1.0000 1.0000 .00000 8.00 1.00 1.0000 1.0000 1.0000 .00000 15.00 1.00 1.0000 1.0000 1.0000 .00000 15.00 1.00 1.0000 1.0000 1.0000 . 1.00 1.00 1.0000 1.0000 1.0000 .00000 2.00 1.00 1.0000 1.0000 1.0000 .00000 3.00 1.00 Hieu qua cua chuong trinh cong dong

1.0000 3.8675 1.0000 4.0000 1.0000 3.8806 .00000 .08180 6.00 1.00 321.00 Rat khong huu ich Rat huu ich 4.00 Rat huu ich Huu ich

Std. Error .00000 of Mean Sum Minimum 1.00 Maximum Range First Last Std. Deviation 66.00

1.00 .00 1.00 1.00 .00000

1.00 .00 1.00 1.00 .00000

1.00 .00 1.00 1.00 .00000

1.00 .00 1.00 1.00 .00000

1.00 .00 1.00 1.00 .

1.00 .00 1.00 1.00 .00000

1.00 .00 1.00 1.00 .00000

1.00 .00 1.00 1.00

.00000 .74525

V tng kt t 5 bin trn, ta ra c kt qu hiu qu chiu th ca Big C l 3.8/5, lch khng qu ln 0.082 2. KT QU SIU TH COOPMART

Hieu qua cua Hieu qua chieu Muc do huu Muc do huu Cam nang mua Huu ich cua chuong trinh thi Co.opMarrt ich khuyen mai ich the uu dai sam huu ich email, SMS cong dong N Mean 92 3.3913 92 3.6522 3.6582 .08096 336.00 64 3.5938 3.5926 .09890 230.00 78 3.5385 3.5556 .09775 276.00 41 3.2927 3.3333 .13180 135.00 89 3.9101 3.9559 .08552 348.00

Grouped Median 3.3855 Std. Error of Mean .07565 Sum Minimum Maximum Range First Last Std. Deviation 312.00

Rat khong hieu Rat khong huu Rat khong huu Rat khong huu Rat khong huu Rat khong huu qua ich ich ich ich ich Rat hieu qua 4.00 Binh thuong Binh thuong .72561 Rat huu ich 4.00 Huu ich Binh thuong .77651 Rat huu ich 4.00 Huu ich Huu ich .79120 Rat huu ich 4.00 Huu ich Huu ich .86328 Rat huu ich 4.00 Binh thuong Huu ich .84392 Rat huu ich 4.00 Rat huu ich Huu ich .80680

Qua kt qu thng k cho thy hiu qu chiu th ca siu th Co.op Mart mc bnh thng(3.3913/5 im) theo cch nh gi ca khch hng. C th xt n 6 yu t chnh trong qu trnh tc ng n hiu qu chiu th ca Co.op Mart: Phng tin qung co hiu qu Mc thng xuyn v hu ch ca khuyn mi Mc hu ch th u i Mc hu ch ca cm nang mua sm. Hu ch ca marketing trc tip thng qua email, SMS Hiu qu ca chng trnh cng ng

Ln lt cc bin s c xt c kt qu kho st nh sau: Phng tin qung co:

Bao, tap chi Internet N Mean 92 2.7500 92 2.7065

TV 92 2.6413

Ap phich Nguoi than gioi quang cao thieu 92 3.1522 92 3.8587

Grouped Median Sum Minimum Maximum Range First Last Std. Deviation

2.6842 253.00 1.00 5.00 4.00 1.00 5.00 1.39564

2.6923 .12320 249.00 1.00 5.00 4.00 2.00 2.00 1.18171

2.5455 .13701 243.00 1.00 5.00 4.00 4.00 1.00 1.31418

3.2857 .13732 290.00 1.00 5.00 4.00 3.00 3.00 1.31713

4.2388 .14215 355.00 1.00 5.00 4.00 5.00 4.00 1.36343

Std. Error of Mean .14551

Thng qua kt qu s liu kho st cho thy phng thc ngi thn gii thiu (truyn ming) chim t trng ln nht trong cc phng tin qung co tc ng n s nhn bit thng hiu ca ngi tiu dng ti siu th Co.op Mart. Theo mc t cao xung thp, cc phng tin qung co nh hng n s nhn bit thng hiu ca siu th Co.op Mart nh sau: - Ngi thn gii thiu - p phch qung co - Bo, tp ch - Internet - TV Nh vy, phn ln cc khch hng bit n siu th qua s gii thiu ca ngi thn v p phch qung co, trong khi hiu qu ca bo, tp ch, Internet v TV vn cn c khi thc nhiu hn nhm lm tng mc nh hng ca siu th. Chng trnh khuyn mi Khuyn mi ca Co.op Mart c nh gi vi mc thng xuyn l 3.5/5 v mc hu ch l 3.65/5 vi lch chun 0.08 Th u i ca Co.op Mart c mc hu ch t 3.59/5, lch chun 0.098

Cm nang mua sm ca Co.op Mart c mc hu ch tng ng vi th u i : t 3.54/5, vi lch chun 0.098

Maketing trc tip thng qua Email v SMS c hu ch thp hn khng nhiu so vi hai chng trnh th u i v cm nang mua sm: t 3.3/5 vi lch chun 0.13 Chng trnh cng ng ca Co.op Mart c nhng hot ng mang tnh tch cc hiu qu, t 3.91/5 vi lch chun 0.0855.

Tui than Hoc bong Nguoi Viet thien moi Thu gom pin cho hoc sinh Quyen gop dung hang truong tai che ngheo tap sach Viet Khac N Mean Grouped Median 47 1.0000 1.0000 15 1.0000 1.0000 .00000 15.00 1.00 1.00 .00 1.00 1.00 .00000 28 1.0000 1.0000 .00000 28.00 1.00 1.00 .00 1.00 1.00 .00000 15 1.0000 1.0000 .00000 15.00 1.00 1.00 .00 1.00 1.00 .00000 52 1.0000 1.0000 .00000 52.00 1.00 1.00 .00 1.00 1.00 .00000 7 .8571 .8571

Hieu qua cua chuong trinh cong dong 89 3.9101 3.9559

Std. Error of .00000 Mean Sum Minimum Maximum Range First Last 47.00 1.00 1.00 .00 1.00 1.00

.14286 .08552 6.00 .00 1.00 1.00 1.00 1.00 348.00 Rat khong huu ich Rat huu ich 4.00 Rat huu ich Huu ich

Std. Deviation .00000

.37796 .80680

Trong , chng trnh cng ng c nhiu ngi bit n nht l Ngi Vit dng hng Vit vi t trng l 52/89. Tip theo l chng trnh Ti thn thin mi trng vi t trng cng tng i cao 47/89. Sau l chng trinh Hc bng cho hc sinh ngho vi t trng 28/89. V cui cng l hai chng trnh c t trng thp nht 15/89 : Thu gom pin ti ch v Quyn gp tp sch Tm li, tng kt t 6 yu t trn, ta ra c kt qu hiu qu chiu th ca Co.op Mart l 3.39/5, lch khng qu ln 0.076 3. KT QU SO SNH 2 SIU TH 3.1 Qung co

Kho st s nhn din thng hiu thng qua cc phng tin qung co ph bin ca hai siu th cho thy phng thc ngi thn gii thiu (truyn ming) chim t trng ln tc ng n s nhn bit thng hiu ca ngi tiu dng. Xp sau phng thc ngi thn gii thiu, theo mc tc ng t cao xung thp dn ca cc phng tin qung co n s nhn bit ca khch hng th c s khc nhau nh sau: Big C: p phch qung co Ti vi Bo, tp ch Internet Co.op mart: p phch qung co Internet Bo, tp ch Ti vi

Xt v hiu qu ca nhng cch qung co ny qua thc o s a thch ca khch hng: 3.2 p phch qung co
Ap phich Frequen cy Valid BigC Cop.opMart Ca hai Khong nao Total Missin g Total System ben 22 22 37 11 92 8 100 t 22.0 22.0 37.0 11.0 92.0 8.0 100.0 Percen Valid Percent 23.9 23.9 40.2 12.0 100.0 Cumulative Percent 23.9 47.8 88.0 100.0

Hiu qu ca phng thc ny i vi tm tr khch hng c nh gi mc ngang bng. V y cng l phng thc c t l khch hng khng thch thp nht. 3.3 Bo, tp ch

Bao chi, radio, tap chi

Frequency Valid BigC Co.opMart Ca hai Khong ben nao Total Missing Total System 20 23 30 19 92 8 100

Percent 20.0 23.0 30.0 19.0 92.0 8.0 100.0

Cumulative Valid Percent Percent 21.7 25.0 32.6 20.7 100.0 21.7 46.7 79.3 100.0

Nh vy, qung co trn bo, tp ch ca co.op mart tri hn Big C tuy nhin t l ny l khng ng k. i a s khch hng nh gi ngang bng cht lng qung co trn bo, tp ch ca 2 siu th ny. 3.4 Tivi
TV Frequenc y Valid BigC Cop.opMart Ca hai Khong nao Missin g Total Total System ben 19 19 24 30 92 8 100 Valid Percent Percent 19.0 19.0 24.0 30.0 92.0 8.0 100.0 20.7 20.7 26.1 32.6 100.0 Cumulative Percent 20.7 41.3 67.4 100.0

Phn ln khch hng khng th hin s a thch i vi cch thc qung co trn TV. Khch hng nh gi ngang bng cht lng qung co TV ca c 2 siu th. 3.5 Internet, website
Internet, website

Frequen cy Valid BigC Cop.opMart Ca hai Khong nao Total Missin g Total System ben 23 15 22 32 92 8 100 t

Percen 23.0 15.0 22.0 32.0 92.0 8.0 100.0

Valid Percent 25.0 16.3 23.9 34.8 100.0

Cumulative Percent 25.0 41.3 65.2 100.0

T l khng hi lng v qung co trn internet ca 2 siu th chim phn ln, tuy nhin, so snh v mc a thch hn th Big C ginh u th trn knh internet ny vi 25% so vi 16,3%. C th ni, s dng c knh internet lm phng tin qung co l cng c hiu qu m c th tit kim c chi ph, Big C nm bt xu hng v p dng hiu qu. 4 Khuyn mi Mc hu ch theo thang o 5 im (rt khng hu ch,khng hu ch, bnh thng, hu ch, rt hu ch), trong c hai siu th c khch hng nh gi mc hu ch t bnh thng n rt hu ch (3-5 im) chim t l ngang nhau l gn 95%, nhng xt v mc cao hn t hu ch n rt hu ch th big C vn c phn nh tt hn cao hn Coop mart. iu c chng minh r rng hn qua mc u thch ca khch hng i vi chng trnh khuyn mi ca 2 siu th. Trn 50% khch hng a thch ch ring khuyn mi ca Big C, cn Co.op ch 14,3%
a thich chuong trinh khuyen mai Frequen cy Valid BigC Cop.opMart 49 13 t 49.0 13.0 Percen Valid Percent 53.8 14.3 Cumulative Percent 53.8 68.1

Ca hai Khong nao Total Missin g Total System ben

26 3 91 9 100

26.0 3.0 91.0 9.0 100.0

28.6 3.3 100.0

96.7 100.0

ng thi, Big C thng xuyn tung ra nhng chng trnh khuyn mi hn Co.op Trong cc dng khuyn mi, Co.op mart thnh cng hn Big C trong chng trnh th khch hng vi t l khch hng bit n cng nh s hu th cao hn Big C. Ngoi ra, khch hng nh gi mc hu ch ca th khch hng Co.op mart cao hn Big C. 5 Marketing trc tip 5.1 Cm nang mua sm C s chnh lch v t l khch hng bit n cm nang mua sm v nh gi hiu qu ca phng thc ny gia hai siu th. u th nghin v Big C, tuy nhin chnh lch t l vi Co.op mart l khng ng k. 5.2 Email/ SMS S lng khch hng /ang nhn thng tin siu th qua email/sms khng nhiu. H nh gi thng tin c cung cp qua email/sms t Big C hu ch hn so vi co.op mart 6 Quan h cng ng Chng trnh ca Big C c bit n nhiu nht: ti thn thin (71,7%) v tng qu cho hc sinh ngho (16%) Chng trnh ca Coop mart c bit n nhiu nht: ti thn thin (51,1%) v ngi vit dng hng Vit (56,5%) Cc chng trnh v cng ng ca Coop mart c nh gi mang tnh hu ch, hiu qu thit thc hn BigC

Chng IV : GII PHP V KIN NGH CHO SIU TH COOPMART 1. M HNH CA BIG C
Coefficientsa Unstandardized Standardized Coefficients Coefficients Model 1 (Constant) B .055 Std. Error .465 .140 .909 Beta t Correlations Collinearity Statistics

ZeroSig. order Partial Part Tolerance VIF

.118 .907 6.495 .000 .893 .830 .607 .445 .432 .038 .343 .070 .006 .609 2.246

Muc do huu ich khuyen .909 mai Muc do huu -.056 ich the uu dai Cam nang mua sam huu -.115 ich Huu ich cua .008 email, SMS Hieu qua cua chuong trinh .229 cong dong

.137

-.058

-.408 .688 .429 -.093

2.317

.155

-.119

-.745 .465 .577 -.168

2.918

.120

.008

.068 .947 .448 .016

1.642

.120

.231

1.909 .071 .486 .401

.178 .593

1.685

M HNH BIG C: Hiu qu chiu th BigC = 0.909Mc hu ch khuyn mi 0.056Mc hu ch th u i 0.115 Hu ch cm nang mua sm + 0.08Hu ch email, SMS + 0.140 0.155 0.120 0.137

0.229 Hiu qu chng trnh cng ng + 0.055 0.120 0.465 Ta thy ch c Khuyn mi l c h s ln hn 0.3; cc yu t cn li u nh hn 0.3. ANOVAb Model 1 Residual Total Sum of Squares df Regression 15.550 3.090 18.640 5 19 24 Mean Square 3.110 .163 F Sig.

19.125 .000a

Model Summary Std. Error Change Statistics R Adjusted of the R Square F Square R Square Estimate Change Change df1 .834 .791 .40326 .834 19.125 5 Sig. F Change .000

Model R 1 .913a

df2 19

KIM NH KMO KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling .722 Adequacy. Bartlett's Test of Approx. Chi-Square 85.031 Sphericity df 15 Sig. tng thch cao mc chp nhn c. .000 Ta c: H s KMO = 0.722 > 0.7 th hin cc nhn t c dng phn tch c

KIM NH CRONBACH ALPHA Reliability Statistics

Cronbach's Alpha Based on Cronbach's Standardized N Items Items Alpha .859 .859 6

of

Ta c Cronbach Alpha l 0.859 (>0.70) KIM NH EFA Item-Total Statistics Scale Mean Scale Squared Corrected if Item Variance if Item-Total Multiple Deleted Item Deleted Correlation Correlation Muc do huu ich 17.5200 khuyen mai Muc do huu ich the uu 17.9600 dai Cam nang mua sam 18.0400 huu ich Huu ich cua email, 18.2800 SMS Hieu qua cua chuong 17.6800 trinh cong dong 11.343 11.873 11.290 13.127 12.893 .794 .652 .774 .459 .492 .862 .572 .667 .391 .502 Cronbach's Alpha if Item Deleted .808 .835 .811 .868 .863

Ta c cc bin Mc hu ch ca email, SMS v Hiu qu ca chng trnh cng ng c trng s nh hn 0.6; v vy nn loi b hai bin ny ra khi m hnh.

Vy xt tng cc kim nh v m hnh, ta ch thy yu t khuyn mi l ng vai tr quan trng trong hot ng chiu th ca BigC. Hiu qu ca khuyn mi c tng quan cht vi hiu qu ca hot ng chiu th. 2. M HNH COOPMART

Coefficientsa Standardiz Unstandardiz ed ed Coefficient Coefficients s Std. Error Beta .529 95% Confidence Interval for B Correlations

Collinearit y Statistics

Model

Upper Zero Sig Lower Boun Part Toler . Bound d order ial Part ance VIF

1 (Constan .633 t) Muc do huu ich .592 khuyen mai

1.19 .24 -.450 1.717 7 1 3.78 .00 .272 7 1 1.73 5

.156

.626

.912

.734 .582 .475 .576

Muc do huu ich -.033 .142 the uu dai Cam nang .048 mua sam huu ich Huu ich cua .144 email, SMS Hieu qua cua chuong .017 trinh cong dong

-.039

.81 -.323 .257 .235 6

.362

.579 .044 .029

1.72 7

.155

.053

.309

.76 -.270 .366 0

.439 .058 .039 .526

1.90 1

.140

.164

1.02 .31 -.143 .432 7 3

.509 .191 .129 .619

1.61 6

.121

.022

.144

.88 -.230 .264 7

.341 .027 .018 .651

1.53 6

a. Dependent Variable: Hieu qua chieu thi Co.opMarrt M HNH CO.OPMART

Hiu qu chiu th Co.opMart = 0.5929Mc hu ch khuyn mi 0.033Mc hu ch th u i + 0.048Hu ch cm nang mua sm + 0.156 0.048 0.144Hu ch email, SMS + 0.017 Hiu qu chng trnh cng ng + 0.633 0.140 Model Summaryb Change Statistics Std. Adjusted Error of R R R the Square F Square Square Estimate Change Change df1 df2 .560 .481 .56409 Mean Square F 2.265 .318 .560 7.119 5 28
b

0.142

0.121

0.529

Model R 1 .748a ANOVA Model 1 Residual Total

Sig. F DurbinChange Watson .000 2.315

Sum of Squares df Regression 11.326 5 8.910 28 20.235 33

Sig.

7.119 .000a

KIM NH KMO

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling .809 Adequacy. Bartlett's Test of Approx. Chi-Square 74.170 Sphericity df 15 Sig. tng thch cao mc chp nhn c. .000 Ta c: H s KMO = 0.809 > 0.7 th hin cc nhn t c dng phn tch c

KIM NH CRONBACH ALPHA Reliability Statistics Cronbach's Alpha Based on Cronbach's Standardized N Items Items Alpha .838 .842 6

of

Ta c Cronbach Alpha l 0.838 (>0.70)

KIM NH EFA Item-Total Statistics Scale Mean Scale Squared Corrected if Item Variance if Item-Total Multiple Deleted Item Deleted Correlation Correlation Cronbach's Alpha if Item Deleted

Muc do huu ich 17.4118 khuyen mai Muc do huu ich the uu 17.4706 dai Cam nang mua sam 17.8529 huu ich Huu ich cua email, 17.9118 SMS Hieu qua cua chuong 17.3529 trinh cong dong Hieu qua chieu thi 17.7353 Co.opMarrt

11.037 11.045 11.038 11.295 10.963 11.655

.702 .612 .654 .585 .540 .620

.619 .422 .476 .404 .349 .560

.796 .812 .804 .818 .830 .812

Ta c cc bin Mc hu ch ca email, SMS v Hiu qu ca chng trnh cng ng c trng s nh hn 0.6; v vy nn loi b hai bin ny ra khi m hnh.

Vy xt tng cc kim nh v m hnh, ta ch thy yu t khuyn mi l ng vai tr quan trng trong hot ng chiu th ca Co.opMart. Hiu qu ca khuyn mi c tng quan cht vi hiu qu ca hot ng chiu th. 3. GII PHP V KIN NGH CHO CHIN LC CHIU TH CA COOPMART Thng qua m hnh hiu qu chin lc chiu th ca siu th Co.op Mart, ta c th thy c khuyn mi ng vai tr quan trng nht trong hiu qu chiu th. Chnh v vy, nhm chng ti xin ra mt s gii php nng cao hiu qu ca cc chng trnh khuyn mi. Gii php u tin, siu th nn gim bt cc chng trnh qung co trn TV (thng qua vic gim tn sut pht sng), trn cc p phch qung co, thay vo s dng chi ph tp trung vo khuyn mi. Tuy nhin, siu th vn c th duy tr cc cm nang mua sm, nhm cung cp cho khch hng nhng thng tin v cc sn phm ang c khuyn mi.

Th hai, t trc n nay, Co.op Mart lun tp trung theo ui li nhun bin trn mt sn phm, nn gi thnh sn phm cha hp dn c khch hng. Nhm xut siu th nn gim mt phn li nhun xung, tng thm cc chng trnh khuyn mi. Nh vy, siu th c th thu ht nhiu khch hng, qua tng doanh s bn hng v phn tng doanh thu ny c th s b p thm ch l cao hn so vi phn li nhun bin b gim. Th ba, so vi cc cng ty a quc gia nh siu th BigC th tim lc ti chnh ti ca Co.op Mart r rng l khng mnh bng. Chnh v vy m Co.op Mart khng nn qu tp trung chy theo vic cnh tranh v gi, Co.op c th tp trung vo vic cnh tranh bng cc chng trnh khuyn mi. Vi li th l mt siu th c h thng phn phi rng, cc im bn hng rng khp to nn s thun tin cho khch hng khi mua sm, th vi cc chng trnh khuyn mi thng xuyn hn s hon ton c th thu ht khch hng n vi siu th. Th t, Co.op c th m phn vi nh cung ng, u tin v tng cng cc chng trnh khuyn mi, gim gi sn phm cho siu th. Qua siu th s c c li th trong cc sn phm ca mnh. Cui cng, Co.op Mart nn tin hnh a dng ha cc hnh thc v chng trnh khuyn mi. Tng thm cc Gi vng khuyn mi, Ngy vng khuyn mi, hay chng trnh tng qu, gim gi vo cc ngy l tt nhm kch cu ngi tiu dng. a dng ha cc sn phm c hng khuyn mi p ng nhu cu a dng ca khch hng. Chng hn nh i vi cc sn phm ti sng s dng trong ngy, n gn cui ngy m siu th cha tiu th ht th c th gim gi bn hay tng km, mua 2 tng 1 hay thm ch l mua 1 tng 1. i vi cc mt hng thit yu nh du n, go, ng; m phm, siu th c th tin hnh khuyn mi tng km. Do mt trong nhng tm l ca ngi tiu dng l khng tin tng vo cht lng sn phm tng km, nn Co.op nn khuyn mi nhng sn phm i km vi cng mt nhn hiu.