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PHN TCH H THNG CRM CA TESCO

PHN TCH H THNG CRM CA TESCO Bng nh gi thnh vin

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GII THIU TESCO: 1. Lch s hnh thnh: Tesco l mt siu th a quc gia c tr s ti Cheshunt,Vng Quc Anh. y l nh bn l ln th ba trn th gii(tnh theo doanh thu) sau WalMart v Carrefour, v ln th hai th gii (tnh theo li nhun) sau khi WalMart. Hin nay, Tesco c c s ti 14 quc gia trn khp chu , chu u v Bc M v l nh lnh o th trng Anh (chim th phn khong 30 %), Malaysia, Cng ho Ireland v Thi Lan. Cng ty c thnh lp nm 1919 bi Jack Cohen . Tn Tesco xut hin ln u tin vo nm 1924, sau khi Cohen mua mt l hng tr t TE Stockwell v kt hp hai ch ci u trong TE Stockwell vi hai ch ci u trong h h ca ng.Ca hng u tin ca Tesco c khai trng vo nm 1929 Oak Burnt , Middlesex, Lun n . Vic kinh doanh ca Jack Cohen din ra kh thun li v m rng nhanh chng.Nm 1939, ng c hn 100 ca hngTesco trn khp t nc. Khi u t nhng ca hng tp ho bn l Anh Quc, t u nhng nm 1990 Tesco ngy cng a dng v a l v cc lnh vc nh bn l
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PHN TCH H THNG CRM CA TESCO

qun o, sch v, in t, g, xng du v cc phn mm, dch v ti chnh ,dch v vin thng v internet, cho thu DVD v ti nhc . Nhng nm 1990 chng kin s nh v hng vo th trng bc thp ( Downmarket) ca Tesco trn th trng. y l thnh cng ln ca Tesco, v c chng minh bng chui tng trng t 500 ca hng vo gia nhng nm 1990 n 2.500 ca hng vo mi lm nm sau . 2. Tm nhn, s mnh: a. Tm nhn : To become the industry leader in eliminating Non-Productive Time (NPT) The world's best and biggest multi channel retailer Vi mong mun tr thnh nh bn l ln nht v tt nht th gii, Tesco lun phn u t c cc tiu chun cht lng cao nht, m bo tip cn lu di vi khch hng v duy tr v tr nh l siu th s 1 ca Vng quc Anh v vn ra th gii. b. S mnh To create value for customers to earn their lifetime loyalty Vi tuyn b To gi tr cho khch hng tm kim lng trung thnh sut i, Tesco lun truyn t phng chm kinh doanh ct li ca h n khch hng, cng chng v nhn vin trong cng ty rng c khch mi c mnh. iu c bit, Tesco l mt s kt hp nhun nhuyn trit l kinh doanh ca nhiu thng thiu, v mang m phong cch ca Dell-nh phn phi my tnh hng u ca M: Tm li ch cho mnh t vic cung cp tin ch cho ngi tiu dng. Thng ip ni b'' ca b phn qun l cp cao l Nu bn mun c ngi khc c x vi mnh th no th hy c x vi h nh th y( Treat people how we like to be treated).Nu khch hng hi mt mn hng no th hy a h n tn ni t mn hng thay v ch ng ti ch v ch cho h. Nhng kiu khuyn khch nhn vin nh th ny gp phn lm cho li ha m thng hiu Tesco cam kt mang n cho khch hng: ''Chng ti lun quan tm n bn d l
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PHN TCH H THNG CRM CA TESCO

nhng iu nh nht nht (Everything littel helps)v Khng ai n lc phc v khch hng tt hn chng ti (No-one tries harder for customers)tr thnh hin thc: Treat people how we like to be treated ( Nu bn mun ngi khch i x vi bn nh th no th hy i x vi h nh th y) Lm vic nh mt i. Tin tng v tn trng ln nhau. Lng nghe, h tr v ni cm n. Chia s kin thc v kinh nghim. ... mi ngi cng thy hng th, t ho vi cng vic ca h ,t to s khc bit No-one tries harder for customers (Khng ai n lc phc v khch hng tt hn chng ti) - Hiu khch hng. - Hiu nhu cu khch hng trc tin. - Hnh ng c trch nhim i vi cng ng. 3. M hnh cc lc lng cnh tranh : a. i th cnh tranh tim tng Th trng hng tp ha Vng quc Anh chi phi bi mt vi i th cnh tranh, bao gm bn thng hiu chnh ca Tesco, Asda, Sainsbury's v Morrisons chim 70% th phn v cc chui nh ca hng nh Somerfield, Waitrose v Budgens. Tri qua hn 30 nm qua, th th trng hng tp ha c chuyn thnh cc siu th kinh doanh thng tr. a s cc chui ca hng ln xy dng quyn lc ca mnh da trn hiu qu hot ng. Do , c mt ro cn mnh m cho cc cng ty mi c nhu cu gia nhp vo th trng bn l Anh. S rt kh khn khi phi gia nhp ngnh vi mt ngun vn ln v chi ph c nh v i hi s pht trin cao ca chui cung ng. Ro cn bao gm tnh kinh t theo quy m v s khc bit (trong vic cung cp sn
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PHN TCH H THNG CRM CA TESCO

phm hay dch v vi gi tr cm nhn cao hn i th cnh tranh, pht trin sn phm, hot ng khuyn mi v phn phi). b. Cc i th cnh tranh trong ngnh Th phn bn l trong nm 2008 Anh Tesco 30,9% Asda 16,8 Sainsburys 16% Morrisons 11,8%... Mi trng bn l c mt s pht trin ng k c trong quy m v s thng tr th trng ca cc i gia ln vi quy m ln cc ca hng, s a dng cc hnh thc ca hng v sc p cnh tranh gia cc ca hng. Nng lc thu mua ca cng nghip bn l c tp trung trong tay ca mt s lng tng i nh cc nh bn l. Ngi tiu dng ang ngy cng c nhiu i hi v tinh vi hn th cc chui ln ang tin hnh tch lu mt lng ln thng tin ngi tiu dng c th p ng nhu cu khch hng mt cch tt nht. Th trng cnh tranh cao to cho s pht trin, kt qu dn n tnh trng l cc nh bn l ti Vng quc Anh c c nhng s sng to nht nh duy tr v xy dng th trng. i mi ny c th c nhn thy qua s ra i ca mt lot cc hnh thc ca hng khc nhau p ng vi nhng thay i trong hnh vi tiu dng. Cc nh lnh o chi phi th trng th phn ng bng cch tp trung vo gi v c gi tr, trong khi tng cng cc yu t gi tr gia tng ca cc dch v Nhm chin lc Sainsbury l hng bn l ln nht Vng quc Anh cho n nm 1995, nhng gn y c chuyn xung v tr th ba sau Tesco v Asda. Mc d d on rng Sainsbury's s ly li v tr th hai v thu hp th phn ca Asda nhng qua cc s liu mi nht c pht hnh bi Taylor Nelson Sofres hin ti th Asda chia s16,8% so vi Sainsbury ti 16%. Asda thuc s hu ca tp on Wal-Mart ca M t nm 1999. Wal-Mart l chui thc phm ln nht trn th gii c doanh thu hng nm vt 288 t USD, trong li nhun t 10,2 t. George ca Asda l mt nhn hiu ni ting trong lnh vc thi trang, bn chy nht vi chin lc gim gi khng l ca mnh.
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Cc tn tui ln trong ngnh bn l trn ton cu c th k n nh: WalMart, Kmart, Sears, Bic C, Kroger, Target, Costco, v...v. Ngoi s cnh tranh gia cc trung tm siu th, s cnh tranh trn th trng cc sn phm chuyn bit cng rt gay gt. Cc cng ty nh: Home Depot - Cng c v sn phm gia nh; Toys R Us - Kinh doanh chi; Best Buy - Thit b in t tiu dng... cng gp kh khn nhiu trc s thm nhp ca cc chui siu th khc. Cnh tranh trong ngnh ht sc gay gt v din ra trn nhiu phng din c. Nng lc thng lng ca ngi mua Ngy nay s lng cc tp on v cng ty bn l ngy cng nhiu v sc cnh tranh ngy cng gay gt, bi vy cc doanh nghip tm mi cch thu ht ngi mua; do m ngi mua c nhiu la chn v nhiu quyn li hn. Gi sn phm ngy cng thp, khng nhng th ngi tiu dng cn c tit kim v thi gian v nhiu gi tr khc. Ngnh bn l lun n lc trong vic tit kim chi ph thi gian mua hng cho ngi tiu dng, ng thi a dng ha sn phm dch v kt hp vi m rng h thng ca hng nhm tha mn ti a khch hng v em n cho khch hng s thun tin nht. Trong nhng nm gn y, c mt thay i quan trng trong bn l thc phm xy ra l phn ln ngi tiu dng n siu th u th hin s quan tm kh ln i vi cc mt hng phi thc phm. iu nhm cung cp cho cc siu th cc chin lc m rng mi vo th trng mi nh ngn hng, hiu thuc, vv Ngi tiu dng cng tr nn thc nhiu hn trong nhng vn xung quanh thng mi cng bng v nh hng vn ha tiu dng phng Ty. d. Nng lc thng lng ca nh cung cp Nng lc ca cc nh cung cp trong ngnh bn l l tng i thp, cc cng ty bn l c th da vo sc mnh ca mnh thc p gim gi v yu cu cht lng cao, l nhng ngi mua c rt nhiu quyn lc. Mt l do n gin l h mua vi s lng ln, n nh v mua t nhiu nh cung cp khc nhau ch khng ch ring 1 nh cung cp c bit l e da t cc ngun cung gi r bn ngoi nc Anh; ng thi h cng hiu rt r nhng nh cung cp ca mnh v nh nm c im yu ca nh cung cp, buc cc nh cung cp phi cnh
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PHN TCH H THNG CRM CA TESCO

tranh vi nhau, h tm ni no c gi thp, dng ngi ny e do ngi kia. Cc hng c th gy p lc bng cch e do s chuyn sang nh cung cp khc nu nh phn i ci mc gi c a ra hoc yu cu v cht lc 4. Phn tch SWOT: a. C hi : Lnh vc phi thc phm: Khi Tesco pht trin theo nh dng siu th nh Anh Homeplus n mong i th phn 13% trong doanh thu bn l v s mnh ln trong vi nm ti. Tesco c th s dng danh ting trong bc i ca mnh v c cu chi ph thp cng vi cc k nng bn hng ci thin kh nng tng trng tt hn. Xu hng lm p v quan tm sc khe: Tesco c mt phm vi cc sn phm m phm cng nh an ton sc khe kh a dng. Tesco hin c 19 ca hng quang hc v 200 hiu thuc. Lin doanh vin thng l giai on mi nht trong chin lc ca Tesco pht trin dch v ph bin . Tip tc tng trng quc t: hin ti Tesco hot ng ti 6 quc gia chu u (Vng quc Anh, Cng ho Ireland, Hungary, Cng ha Sc, Slovakia, Th Nh K v Ba Lan), Chu c Hn Quc, Thi Lan, Malaysia, Nht Bn v i Loan. By nm trc, doanh thu quc t ca n c 770.000.000. By gi, ln gn gp 10 ln. Trong khong thi gian ngn Tesco lan rng mt cch ng k trn ton Vng quc Anh, hin ti Tesco hot ng mnh trn ton cu c bit l v pha ng u v Chu . Tesco s dng Internet qung b sn phm ca mnh mt cch hiu qu hn. Trong nm nay, Tesco s thm 2.500.000 feet2 bn hng khu vc v cng c th gia nhp vo mt th trng ln. Pht trin, m rng quc t buc Tesco phi tr thnh nhng ca hng cung ng dch v ln, iu ny c nhng tc ng tch cc quan trng cho s tng trng Anh. Tesco thit lp mt mi quan h chin lc vi siu th M, Safeway Inc, i theo m hnh tesco.com .
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PHN TCH H THNG CRM CA TESCO

b. e da : Cng ty nc ngoi tham gia vo th trng c th gy ra gim gi: K t khi nh mua sm khng l M Wal-mart mua Asda, v tr siu th hng u Vng quc Anh ca Tesco b e da. Asda by gi c th cnh tranh rt tt trn gi v hng lot cc hng ho. Hin gi, Asda l siu th ln th ba Anh, sau Sainsbury's v Tesco. Tuy nhin, Asda gi khong cch trn Sainsbury ca nm 2003, li cng ty trc tip thch thc s thng tr ca Tesco. Tesco nhn thc r iu ny, v cho n nay c nhanh chng theo kp vi gim gi hoc khuyn mi c bit ca Asda. Wal-mart cng c th quyt nh mua nm quyn lc ca mnh nhiu hn Anh, v iu ny c th chnh t khi kt thc s thng tr ca thng hiu Tesco trong tng lai. M rng quc t: m rng th trng quc t l mt vic tn km. Bc vo th trng mi vi mt thng hiu mi i hi s u t ln v tip th, cng nh gi c phn phi v chi ph hot ng. Hn Quc ng gp mt t l tt v tng trng li nhun quc t ca Tesco. Nhng chi tiu ca ngi tiu dng Hn Quc hin ang kh thp, kt hp vi tnh trng bt n hin nay ca t nc, vic Tesco u t ln ln vo th trng ny c th s l mt mi e da ln. D bc u thnh cng trn th trng M, nhng trc mt Tesco cn nhiu thch thc. Vic chinh phc th trng M khng n gin nh Tesco mng tng ban u, c bit l trong tnh hnh kinh t kh khn hin nay. H phi gim tc m rng h thng ca hng Fresh & Easy, ch t mc tiu c 200 ca hng vo cui thng 11 nm nay, gim 50 ca hng v li li 10 thng so vi k hoch ban u. c. im mnh: Tng th phn: Tesco nm gi khong 13% th phn th trng bn l Anh. Tesco s tip tc tng th phn trong lnh vc thc phm, ng thi tng s ng gp t cc ca hng ln, a dng hng ha dch v cho php tng th phn cao hn na trong lnh vc phi thc phm.

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PHN TCH H THNG CRM CA TESCO

Tesco c tc tng trng chung v thu nhp lun lun tng. Tesco ng th hai v chui ca hng tin li Anh, cng ty c k hoch m 59 ca hng mi ti Vng quc Anh. Tesco pht trin lnh vc phi thc phm lm tng doanh thu ln ti 23% tng thu nhp ca nhm. Phn on kinh doanh quc t ca Tesco ang tng dn, v c d on ng gp gn mt phn t li nhun trong nm nm ti. Nu th trng ton cu tip tc pht trin, iu ny s m bo cho Tesco tip tc tr thnh nh bn l c th mnh trong khu vc. Tesco thc hin chin lc mua vi s lng ln gim c chi ph to iu kin d dng trong vic cnh tranh vi mc gi thp hn so vi cc i th cnh tranh chnh nh Asda v Sainsbury. Ngoi vic c mt i ng nhn vin trung thnh, ng sau s thnh cng ca tesco l s trung thnh ca khch hng. gi chn v thu ht khch hng, Tesco cung cp dch v th mua hng vi nhiu u i hp dn khin khch hng khng ngng quay li mua hng. Bo him: Trong ti chnh nm 2003, ti chnh Tesco t n ct mc quan trng mt triu khch hng s dng chnh sch bo him xe my, lm cho dch v bo him xe my pht trin nhanh hn bao gi ht. Bo him du lch cho php ch s hu th Clubcard mua bo him k ngh ca h mt cch thun tin thng qua thanh ton in t. Bo him th cng c hn 330.000 ch ch v mo c bo him, trong khi cc chnh sch bo him nhn th tip tc pht trin k t s thnh cng trong nm 2003, khi n c bnh chn nhiu nht v Bo him nhn th cnh tranh nht. Tesco.com: Tesco.com l siu th bn l trc tuyn ln nht th gii v nm nay bn hn 577.000.000 , tng 29% so vi nm ngoi. Hin ti Tesco.com hot ng ti hn 270 ca hng trn khp t nc, bao gm 96% ti Vng quc Anh. Hn mt triu h gia nh trn ton quc c s dng dch v trc tuyn ca cng ty, cng ty c mt nn tng vng mnh pht trin hn na ngun thu nhp ny. Gi tr thng hiu: Li nhun cho cc hot ng ca Tesco Chu u, Chu v Ai-len tng 78% trong nm qua. Cng ty c mt hnh nh thng hiu mnh, s kt hp ca hnh nh cht lng tt, ng tin cy m i din cho nhng
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PHN TCH H THNG CRM CA TESCO

hng ho c gi tr cao. Tesco i mi mt cch sng to ci thin kinh nghim mua sm ca khch hng, cng nh n lc ngy cng p ng nhu cu khch hng tt hn v dch v ti chnh v bo him. Tesco l nh dn o th trng bn l Anh: Tesco thnh cng khi pht trin chin lc a dng to ra li th tng tc. Hin nay, Tesco bn hng chim 71% th trng Anh ln hn Sainsbury's. Ngoi ra , vi chin lc cnh tranh ph hp Tesco gy kh khn cho Wal-Mart khi mun xm nhp vo th trng Anh. V vy, Tesco c mt v tr rt mnh ti th trng trong nc. d. im yu: Ph thuc vo th trng Anh: Mc d kinh doanh quc t vn ang pht trin, v d kin s ng gp mt mc li nhun ln cho Tesco trong vi nm ti, nhng cng ty vn cn ph thuc nhiu vo th trng Anh. Tesco c mt chng trnh vn u t kinh ph ln, ch yu u t ln vo vic m rng khng gian cho cc ca hng mi. 5. Chin lc cnh tranh khc bit: Mi trng bn l c mt s pht trin ng k c trong quy m v s thng tr th trng ca cc i gia ln vi quy m ln cc ca hng, s a dng cc hnh thc ca hng v sc p cnh tranh gia cc ca hng. Trong mi trng cnh tranh khc lit, Anh Quc cng nh cc ni khc ngp trn sn phm ca cc "i gia" phn phi hng u th gii, v th s xut hin khng ph trng n o ca Tesco c coi l mt "hin tng" v nhanh chng tri dy khin nhiu i gia bn l phi run s.Vy h lm iu nh th no? Nhng trit l kinh doanh khc bit to ra nhng li th cnh tranh c o so vi nhiu nh bn l ln trn th gii v mang n thnh cng cho Tesco. Khm ph nhu cu thng qua vic hng n cng ng: Ging nh nh phn phi Wal - Mart ca M, Tesco cng ch trng m rng phm vi hot ng. Nhng trong tt c 2.365 ca hng ca hng nm ri rc 13 quc gia, Tesco lun ch trng vic tuyn dng lao ng a phng. Chnh lao ng a phng gip Tesco pht hin c cch tip cn s thch, th hiu ca
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PHN TCH H THNG CRM CA TESCO

ngi tiu dng iu chnh cho ph hp.T nhng nm 1990, khi ci tn Tesco cn xa l trn th trng th nhn thc "c khch mi c mnh" n su trong tim thc nhng ngi qun l cng ty. Ngay t ngy , mi ca hng ca Tesco lun c nhng chng trnh rt thm c thng nhm nu ko ngi mua tr li. i tm nhng khe h: Khng c tim lc ti chnh hng hu nh Wal - Mart ca M hay Carrefour ca Php, Tesco lun phi t tm cho mnh nhng khe h trn th trng. Nhng nm cui thp k 90 khi nhiu nh phn phi ln th vi sc mua yu t ca ngi tiu dng ng u th Tesco li tm n Hungary, Slovakia v Poland, bt tay vi cc nh phn phi a phng. y l nhng bc xut ngoi th nghim u tin. S hp tc gip Tesco tn dng c s hiu bit v th hiu ngi tiu dng a phng v gim nh c nhng chi ph m rng hot ng. V cng tht may mn, khi cc nn kinh t ny pht trin lm bng pht cc cn st tiu dng hng ha ti h thng ca hng Tesco ng u. Vi chin lc trnh i u vi cc "i gia" nn Tesco ch ng bnh trng th trng Ty u, v chuyn hng vo th trng Trung Quc theo sau s hp tc cht ch vi cc nh phn phi i Loan i trc chim lnh th phn ti th trng tiu dng ng o nhng cn b ng vi cung cch mua sm thi cng nghip. V th trng hn 1 t dn ny khng ch cho Tesco c hi pht trin, m cn gip hng cnh tranh ngang nga vi c Wal - Mart v Carrefour. Tm kim l hng tn tm tho mn nhu cu "thng " cng gip Tesco vng bc tin vo th trng kh tnh Nht Bn, ni m trc t lu nh phn phi ln th 2 th gii -Carrefour ca Php phi "b ca chy ly ngi". H thng qun l d liu Gii phn tch cho rng li th ln ca Tesco so vi cc i th cnh tranh ln trn th trng quc t, trong c c tp on Aldi & Lidl ca c, l nng lc qun l v kim sot h thng thng tin d liu v hng ho phc v vic bn hng. Kh nng qun l tt d liu em n cho Tesco hai li th ln: kh nng vn hnh nhiu loi hnh ca hng khc nhau - t cc ca hng tin ch nh
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n m hnh i siu th; v s hiu bit v nm bt th trng tt ngy cng p ng tt hn nhu cu ca khch hng. Tesco s dng thng tin do hng thu thp d liu Dunnhumby ca Anh cung cp, gim st mi lnh vc ca hot ng kinh doanh, t vic thit k m hnh ca hng mi; n b tr, sp xp ca hng; pht trin cc sn phm mang nhn hiu ring v thc hin cc chng trnh qung co, khuyn mi. Tesco cng nm quyn kim sot chnh i vi Dunnhumby. Nm 2003, h thng siu th Kroger ca M bt chc Tesco, xy dng quan h hp tc vi Dunnhumby ti M. V t n nay, Dunnhumby cng k nhiu hp ng cung cp d liu cho mt s nh bn l khc ca M, nh Home Depot, Best Buy, v Macy's. M hnh kinh doanh a dng Nm r nhu cu ca khch hng l cha kho thnh cng ca Tesco trong vic qun l nhiu m hnh ca hng khc nhau, mt k nng m gii phn tch cho rng khng c nh bn l M no snh c. Tesco - hin l nh bn l ln th ba th gii - ang vn hnh 3.956 ca hng, di 5 m hnh, ti 13 nc. Loi ca hng quy m nh nht l Express, cng l m hnh cho h thng ca hng Fresh & Easy M, tp trung kinh doanh cc loi nng sn ti v thc phm ch bin sn dn nhn Tesco. Quy m ln hn mt cht l kiu ca hng Metro v ln nht l h thng ca hng Tesco Extra vi din tch 60.000 b vung, tng ng hn 18.000m2, khng ch kinh doanh thc phm, m c in t, qun o v gia dng. Mi nht, Tesco khai trng chui ca hng Homeplus, kinh doanh mi mt hng, tr thc phm. Vi nm tr li y, mt s nh bn l ca M c gng bt chc chin lc ca Tesco. V d, ngoi h thng ca hng tp phm truyn thng, cng ty Publix Super Markets cn m cc ca hng bn thc phm hu c mang tn Greenwise v chui ca hng Sabor nhm vo cng ng ngi Ty Ban Nha v B o Nha. C nhn hiu ring

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PHN TCH H THNG CRM CA TESCO

Th mnh khc ca Tesco chnh l cc sn phm gn nhn ring. Trong khi cc nh bn l ca M cn ang phi c gng thuyt phc khch hng rng cc nhn hiu ring ca h cng tt khng km g cc tn tui ln, th cc sn phm dn nhn Tesco ung dung chim lnh ti 60% doanh s nhiu nc. Cc sn phm dn nhn ring ca Tesco cng chim hn 70% doanh s ca h thng ca hng Fresh & Easy. Trong khi , Wal-Mart v Carrefour ch c c 35% doanh s t cc sn phm dn nhn ring. L do l Tesco c chng loi sn phm a dng, ph mi mc gi. Trn thc t, mt s sn phm cao cp ca Tesco, nh sa chua hay scla Tesco Finest, cn bn chy hn cc thng hiu ni ting nh Cadbury v Danone ti 50%. 6. Chin lc khch hng: Tp ch Tesco C mi ba thng, hng triu ngi Anh nhn c mt tp ch t cng ty bn l s mt ca Anh, Tesco. Nhng sng kin ny qung b sn phm ca ca hng, gii thiu cc chng trnh qung co v km theo phiu gim gi. Mi tp ch c mt s kt hp c o ca nhng bi bo, qung co lin quan n dch v ca Tesco, v qung co ca bn th ba. Tesco m bo rng tt c cc khch hng nhn c tp ch bao gm ti liu ph hp vi li sng ca h. Cng ty tin hnh mt c ch xc nh cc qung co v phiu gim gi khuyn mi s c trong s hn 150.000 bin th ca cc tp ch. Th khch hng Chng trnh th khch hng trung thnh (ra mt vo nm 1995) t nn tng cho mt khun kh CRM, gip Tesco tng trng trong mt ngnh cng nghip tr tr mt khong thi gian di. Cc d liu thu thp thng qua cc th ny hnh thnh c s cho vic xy dng chin lc cung cp dch v c nhn khch hng vi chi ph thp. Cc d liu cho php Tesco nhm n mc tiu khch hng c nhn, thay v nhm n mc tiu l mt nhm khch hng.

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PHN TCH H THNG CRM CA TESCO

K t khi khch hng nhn c phiu gim gi ph hp vi thi quen mua hng ca h, hn 20% cc phiu gim gi ca Tesco c mua li so vi mc trung bnh ca ngnh cng nghip l 0,5%. S lng khch hng trung thnh tng t khi chng trnh th khch hng trung thnh c a ra. duy tr tc tng trng t c nh s ra i ca Clubcards, Tesco quyt nh thng qua mt cch tip cn vi bn mi nhn: m rng khai trng ca hng, qui m ca hng ln hn; cung cp gi c cnh tranh (v d nh cung cp hng ha vi gi thp hng ngy trong kinh doanh mt hng ch lc); tng s lng sn phm c cung cp trong phm vi gi tr v tp trung vo dch v mua sm t xa (bao gm cc lin doanh mua sm trc tuyn). II. PHN TCH CRM PHN TCH : 1. Nhn din khch hng: L mt ng khng l trong nghnh bn l, Tesco dng nh khng h kh khn trong vic to dng mt h thng nhn din khch hng mt cch hin i v mnh m. Nhn thc c tm quan trng ca vic thu thp thng tin v hnh thnh mt c s d liu khch hng, Tesco p dng nhiu phng thc sn sinh ra cha kho thnh cng ca mnh nh ngy hm nay. Nhng thng tin v khch hng c ghi li vo bt c thi im no v bt c hnh thc giao dch no ca khch hng i vi cng ty, khi : - Truy cp vo trang web, v cc trang web khc c th truy cp t Ngn hng Tesco. - ng k v mua sn phm hoc dch v trn trang web. - Tham gia chng trnh khuyn mi, cc cuc thi, kho st khch hng v bng cu hi. - Lin h vi cng ty v d nh bng vn bn hoc gi dch v khch hng. Nhc n Tesco, ngi ta nhc n cu chuyn marketing hp dn v th v nht v th trung thnh Tesco . Tesco t c danh ting nh cc nh tip th chng trnh tinh vi lng trung thnh.

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Nm 1995, Tesco gii thiu Tesco Clubcard v k t Tesco tr thnh nh bn l s mt th trng Anh vi doanh thu hng nm hn 32 t . Clubcard Tesco tr thnh chng trnh lng trung thnh thnh cng nht th gii bn l. N cung cp cho Tesco cc c s d liu Tesco theo di thi quen mua sm ca 13 triu gia nh Anh v c thc hin trong hn mt thp k.Tesco tin hnh thu thp d liu khch hng nh : tn, ngy sinh, email, s in thoi khch hng thng qua h thng cc ca hng ca n. Cc phn tch v thu thp d liu t cc Clubcards s c x l bi cng ty tip th Dunnhumby. Nh mang li mt doanh thu rt ln cho tesco v gip cng ty nhn din v phc v khch hng mt cch tt nht. Hin nay, Tesco Clubcard_th khch hng trung thnh ln nht th gii,c khong 16 triu ch th ang hot ng ku gi khch hng tham gia vo chng trnh th ca mnh, Tesco a ra cc li gii thiu hp dn v cc li ch ca th Tesco nh sau : Gip cng ty qun l v ci thin trang web. C nhn ha cc dch v ca cng ty cho khch hng. Qun l v vn hnh ti khon ca khch hng. X l n t hng v phn b cc im Clubcard vo ti khon ca khch hng. Cho khch hng bit v cc thay i quan trng i vi trang web v dch v ca cng ty. Hiu hnh vi mua sm ca khch hng pht trin v ci tin sn phm v dch v ca khch hng. Qun l chng trnh khuyn mi, cc cuc thi, kho st khch hng v bng cu hi. Kim tra v xc minh danh tnh ca khch hng, v ngn chn hoc pht hin ti phm. Vic thc hin kim tra thng tin ca khch hng c th tr thnh ti liu tham kho cho cc cng ty tn dng, c th c lu gi trong h s. Cng ty c th chia s thng tin c nhn ca khch hng n vi Tp on Tesco n c th tin cho vic cung cp cc sn phm v dch v lin quan p ng nhu cu ca khch hng. Cc thng tin chnh ca khch hng c cng ty lu tr bao gm: Thng tin c bn (thng tin c nhn): y l d liu gip xc nh khch hng (tn), c
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th thay i nh a ch, m vng, s in thoi nn cn c cp nht thng xuyn.c im nhn khu l nhng thng tin t thay i theo thi gian nh tui, gii tnh, tnh trng hn nhn, trnh gio dc, thu nhp, s ngi trong gia nhHnh vi gm tn sut mua, khon chi tiu, thay i v loi hng muaThi l nhng cm xc, nhn xt khen ch ca khch hng. Yu t tc ng n quyt nh giao dch gm yu t thuc v doanh nghip nh cht lng sn phm, gi, chng loi sn phm, dch v khch hng, mi quan h lu di v yu t thuc pha khch hng nh kt hn, ngh hu, truy cp internet Ngoi ra cng ty cn thu thp d liu v khch hng khng cn giao dch na nhm c bin php khc phc, c nhng tng tc thch hp thu ht khch hng quay li. Cc hnh nh v th Tesco Clubcard:

2. Phn bit khch hng : Trong khi nghin cu d liu v khch hng ti mt quy hng bn l tiu biu, Tesco nhn ra, 100 khch hng quan trng nht c gi tr nh l 4000 khch hng t quan trng nht. V h ch thu c 2% doanh thu t 25% khch hng t
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quan trng nht trong khi lng mua ca 5% khch hng quan trng nht chim n 20% doanh thu. Cng ging nh nhiu cng ty khc p dng cc chng trnh nghin cu th hiu khch hng, Tesco nhn thy mi khch hng khng bnh ng! Gi y Tesco nh gi tm quan trng ca khch hng da trn mc mua hng thng xuyn v gi tr ca chi ph mua hng. Cng ty cng nhn thc c rng vic phn bit cc khch hng cho php cng ty tp trung ngun lc vo nhm khch hng mang li gi tr ln nht,vch ra cc chin lc ph hp vi nhng nhu cu khc nhau ca cc khch hng khc nhau.T , Tesco c th hiu v phc v khch hng mt cch tt nht. Vi c s d liu khch hng m cng ty thu c, Tesco a ra cc chnh sch phn bit khch hng da trn cc c s: Tch ly im qua cc ln mua hng c s dng th Khi s dng th Tesco, cc thng tin v s tin mua hng ca khch hng s c lu tr li v t cng ty s phn loi khch hng theo tng gi tr m khch hng s dng dch v ca cng ty. Phn bit theo loi hnh sn phm tiu dng Ngoi vic xem xt phn loi khch hng theo gi tr m khch hng em n cho cng ty, Tesco cn xem xt d liu vic cc sn phm c khch hng tiu dng thng xuyn nht t phn loi nhm a ra cc chng trnh qung co, ph hp vi tng khch hng. i vi cc khch hng ca Tescobank: Cng ty Tesco cn phn loi khch hng theo mc ch vay vn t a ra cc chnh sch cho vay hp l. Ngoi ra, cng bng cc thng tin thu thp c, Tesco c th nm bt nhng thng tin quan trng v khch hng nh nhng sn phm khch hng hay mua v khng mua, cc v tr trong ca hng m h hay dnh thi gian nht,mc chi tiu bnh qun trong mi ln mua sm,T , Tesco bt u a ra nhiu chnh sch c bit dnh cho cc i tng khch hng khc nhau ca mnh nh cung cp cc loi th c bit dnh cho sinh vin v cc b m, dnh cho cc khch hng VIP nhng thun li v u xe, giao dch, cc chng trnh khuyn mi, chit khu, qu tng, gip khch hng tit kim chi ph v c phc v mt cch tt nht.
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III. PHN TCH CRM TC NGHIP: 1. Tng tc vi khch hng : Thnh cng ca Tesco da trn s lng nghe khch hng. Cng ty p ng v cung cp cho khch hng nhng g tt nht. Cng ty cung ng gi r v cht lng tt nht, p ng y cc mt hng, h thng siu th c li i r rng, khch hng khng phi xp hng cng nh tip xc vi nhng nhn vin thn thin. l phng chm kinh doanh ca Tesco. tng tc thanh cng vi khch hng, Tesco n lc t cng tc o to nhn vin , gip khch hng a dng hnh thc mua sm, u t vo cng ngh cho n nhn thng tin phn hi t pha khch hng. Sn phm ca Tesco ny ngy cng c nhiu s la chn, a dng v chng loi. Dch v cp cao v nng cao cht lng hin c nhiu c s bn hng, gi m ca hng khch hng, thi gian ch i ngn hn, nhn vin c o to tt hn v cc nh cung cp tng ln. a. Cc hot ng tng tc vi khch hng: a dng hnh thc mua sm cho khch hng: Chui siu th Home Plus s dng cng ngh thay i hon ton cch chng ta vn mua hng ha. Vi tham vng ginh c v tr th hai trn th trng bn l Hn Quc, Tesco bt tay vo thc hin mt chin dch qung co y sng to hng ngi tiu dng s dng cc dch v mua sm trc tuyn ca mnh. Bc u tin ca chui siu th ny thay i tn ca n sang Home Plus. Sau khi thay i thng hiu, Home Plus bt u ci t cc siu th nh bn trong cc ga tu in ngm. Nhng khng phi l nhng ca hng thc t. Thay vo , Home Plus ng ti hnh nh chnh xc cc mt hng c trong ca hng tp ha ca hng ti nhng khu vc m ngi i b thng dnh nhiu thi gian ch tu in ngm n. S dng cc m vch c th qut c v mt ng dng smartphone, mi ngi c th d dng mua hng ha t ca hng o v c siu th ng gi ri chuyn n nh khi h v ti.

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Ca hng tp ha o ca Home Plus thu ht c hn 10.000 khch hng mi v tng doanh s bn hng trc tuyn ca siu th ny ln n 130%. Hng bn l ny hin ginh c v tr s 1 trn mng Internet v ang tin st n v tr th hai trn th trng bn l ti Hn Quc. Tng tc ngm: C mi ba thng, hng triu ngi Anh nhn c mt tp ch t cng ty bn l s mt ca Anh, Tesco. Nhng sng kin ny qung b sn phm ca ca hng, gii thiu cc chng trnh qung co v km theo phiu gim gi. Mi tp ch c mt s kt hp c o ca nhng bi bo, qung co lin quan n dch v ca Tesco, v qung co ca bn th ba. Tesco m bo rng tt c cc khch hng nhn c tp ch bao gm ti liu ph hp vi li sng ca h. Cng ty tin hnh mt c ch xc nh cc qung co v phiu gim gi khuyn mi s c trong s hn 150.000 bin th ca cc tp ch. Tng tc ti im bn: Tesco s dng quy trnh n gin vic mua hng tt hn cho khch hng, n gin hn cho nhn vin v gi tr hn i vi Tesco.Ti im bn c nhng li i r rng, khc hng c th t chn v ly c nhng g h mun, vi mt ci gi tt, khng phi xp hng i v tip xc vi nhng nhn vin hon ho.Vic thanh ton c t chc rt mau l, thi phc v chu o khin cho khch hng c tm l rt thoi mi khi i mua hng, to cho khch hng c n tng l khng u khc cc yu cu ring ca khch hng c quan tm n nh vy, ngoi Tesco. Tesco cng nm quyn kim sot chnh i vi Dunnhumby v s dng thng tin do hng thu thp d liu Dunnhumby ca Anh cung cp, gim st mi lnh vc ca hot ng kinh doanh, t vic thit k m hnh ca hng mi; n b tr, sp xp ca hng; pht trin cc sn phm mang nhn hiu ring v thc hin cc chng trnh qung co, khuyn mi.

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Ngoi chnh sch gi thp ca cng ty, cng ty cng cung cp cho khch hng mt ngun cung cp thng xuyn ca chng trnh khuyn mi gi ngn hn bao gm mua 2 tng 1, gim t l phn trm , ni khch hng tn hng gi tr ng k v s la chn. To ra nhng nhn vin thn thin: Ngun nhn lc l mt ngun lc ch cht ca cng ty. Tt c mi nhn vin mi cp , t nhn vin nh kho hoc tr l ni chung, thng qua cc nh qun l cao cp nht ca cng ty nhn vin c i x nh cch h i x vi bn thn mnh. Dnh cho nhn vin c hi tm kim s phn hi v hiu sut lm vic v u t thi gian cho s pht trin c nhn . Tesco o to ra nhng nhn vin trung thnh nht, mong mun c cng hin ht mnh cho cng ty. i ng nhn vin c lng am m v bn l lun tp trung vo khch hng v phn u hiu h tt hn bt k ai, cam kt phc v ngi dn mt cch cng bng v nht qun, sn sng ln tay o ca mnh ln thc hin bt c cng vic g, tip thu v p ng mt cch nhit tnh cc phn hi ca khch hng. Trong ca hng, nhn vin phi quan tm ti khch hng, lun lun cho n h. Gia tng gi tr dch v cho khch hng: Tesco hin ang tng gi tr dch v giao hng ti nh cho khch hng, ci thin nhng bi u xe ca cc c s, thu gom xe y. Tesco tng thm gi tr ca khch hng bng cch tit kim thi gian cho h thng qua vic thc hin tt mt h thng xe y, gi cho chng gn gng v cho php khch hng n v ra nhanh hn, cng nh lm cho cc phng tin sn v nhanh hn c c tim nng tng thm gi tr. khuyn khch lng trung thnh ca khch hng, Tesco duy tr mt chng trnh bo m s tho mn . Chng trinh ny m bo h chp nhn tr li hng ho v iu kin. b. Cc phng tin tng tc vi khch hng:

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to ra nhng tng tc hiu qu v nhn c nhng phn hi t khch hng, Tesco s dng nhiu phng tin khc nhau. C s d liu khch hng Vi li th c mt ngun c s d liu s v khch hng, Tesco d dng tng tc vi khch hng thng bo v cc chng trnh ca siu th, cung cp cc thng tin cn thit cho khch hng thng qua email, s in thoi thu thp c thng qua h thng cc ca hng ca n. Hi tho , din n Khch hng c mi tham gia vo mt cuc tho lun din n, nu ln chia s mua sm ca h rng thch hay khng thch, v ngh cng nh gp ca h. Mi bui l mt knh thng tin phn hi rt quan trng cho khch hng cho cng ty bit lm th no ci thin kinh nghim mua sm ca h. Cc gim c Tesco dnh trung bnh mt tun mi nm n ca hng v tng tc vi khch hng, hot ng ny l mt phn trong chng trnh TWIST - Mt tun ti ca hng- ca Tesco. Thu nhn phn hi Cng ty lp ra ng dy nng khch hng c th lin lc kp thi vi cng ty. Cng ty thng xuyn n tn nh ca khch hng iu tra nhu cu, c th iu tra bng bng cu hi, hoc phng vn trc tip 2. Tu bin: Ty bin theo khch hng gip Tesco xc nh nhu cu ca khch hng v nhng cung ng p ng nhng nhu cu ny. Vi vic thc hin chng trnh th khch hng trung thnh (ra mt vo nm 1995) t nn tng cho mt khun kh CRM, gip Tesco tng trng trong mt ngnh cng nghip tr tr mt khong thi gian di. Cc d liu thu thp thng qua cc th ny hnh thnh c s cho vic xy dng chin lc cung cp dch v c nhn khch hng vi chi ph thp. Cc d liu cho php Tesco nhm n mc tiu khch hng c nhn, thay v nhm n mc tiu l mt nhm khch hngnhng
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d liu ny gip Tesco phn bit tng khch hng v th hin long tri n khch hng mt cch khch quan. Tesco s dng data-collecting loyalty card (th thu thp thng tin v lng trung thnh ca khch hng - mt dng th thnh vin) theo di khch hng tng vo u, mua g v thanh ton bng phng tin no. Nhng thng tin ny gip Tesco by tr cc loi sn phm hp "gu" mua sm ca mt khu vc dn c nht nh v thit k li cho hng thch hp cho tng khch hng n bt k ca hng no trong h thng phn phi hng mnh ca tp on ny t nhng i siu th n cc ca hng tp ha.Cc h thng siu th ang s dng cng ngh cm bin nhit theo di ng ti cc ca thu tin nhm ci thin h thng xp hng mua sm. N cng gip cho cc my qut c ci tin cho php cc ca thu tin t phc v tt hn, kim tra cc may quay gip gim hng i. Dch v t thanh ton chim mt phn nm ca tt c cc giao dch Tesco. IV. PHN TCH MNG LI CRM ang hot ng 13 th trng bn ngoi nc Anh, Chu u, Chu v Bc M,c hn 180.000 nhn vin lm vic ti cc doanh nghip quc t, phc v ti 2.026 ca hng v to ra 17900000000 doanh thu v li nhun trn 700.000.000 , vic qun l mng li nh cung cp v phn phi l mt vn khng h d dng i vi bt c doanh nghip ln no. Tuy nhin y li l mt th mnh ca Tesco v l cha kho mang li thnh cng cho thng hiu bn l ni ting th gii ny. 1. Mng li nh cung cp: a. Chnh sch vi nh cung cp: Quan h tt vi nh cung cp s mang li nhiu li th cnh tranh cho bt c doanh nghip no , c bit i vi cc tp on bn l ln nh Tesco.Nhn thc c tm quan trng trong vic thit lp mi quan h vi nh cung cp, Tesco ch ng a ra cc chnh sch, cam kt cho cc nh cung ng, vi mong mun : To dng mi quan h i tc di hn trn c s cam kt hp tc v chia s mc tiu.
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PHN TCH H THNG CRM CA TESCO

Tesco s thc hin mua hng trc tip qua cc nh cung cp. Hp tc trn c s win win, v li ch v tn trng li ch c hai bn. V thng xuyn chia s thng tin v h tr kp thi. M hnh tm kim v hp tc vi nh cung cp ca Tesco:

b. Mt s nh cung cp ca Tesco: Dunnhumby: Dunnhumby l mt cng ty truyn thng tip th Anh, phn tch d liu s dng cc thut ton x l d liu da trn hnh vi tiu dng ca mt s khch hng. Nm 1994, Tesco thu DunnHumby gip h phn tch c s d liu ca khch hng v tm ra m hnh trong cc d liu gip Tesco a ra cc chng trnh tip th thnh cng cho cc i tng khch hng. Tesco s dng thng tin do hng thu thp d liu Dunnhumby ca Anh cung cp, gim st mi lnh vc ca hot ng kinh doanh, t vic thit k m hnh ca hng mi; n b tr, sp xp ca hng; pht trin cc sn phm mang nhn hiu ring v thc hin cc chng trnh qung co, khuyn mi. Tesco cng nm quyn kim sot chnh i vi Dunnhumby. Nh cung cp ti cc a phng:

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Vi cc ca hng thuc s hu ca Tesco , cng ty trc tip qun l cc ca hng ca mnh bng cch thu nhn vin qun l ca hng (ti a phng) v h tr cc gim c ny bng 1 vi chuyn gia t Anh cng nh cc phn mm qun l ca hng khc. Tesco c rt nhiu nh cung cp cho mt hng m n bn trn th trng. Khi thm nhp vo bt c th trng no, Tesco u tm kim cc nh cung cp ngay ti a phng m bo ngun cung kp thi v lin tc. Tesco cng thc hin hp tc vi nhng nh cung cp a phng tin hnh tuyn chn v tip nhn nhn vin lm vic ti cc c s bn l ti a phng. Khi chun b thm nhp vo Vit Nam ,Tesco gp g vi cc nh cung cp nh: -Toys ( chi dng in t,c nhc,phng tin xe c,bp b, g, vi,thuyn, chi ngoi tri: dng bm hi v m bt l xo) - Electrical (TV, u DVD, dy cp ni, tai nghe Bluetooth, hp ng bng a, u audio, my ct xt, my ht, ng h in t,dn m thanh, m li, qut, my ht bi, my si Halogen, my sy tc, my l tc, iu ha, my git, my lm bnh sanwich, l nng,bn l, my xay, my p thc phm, dng c nghin thc phm,ni in chuyn chin rn; my pha c ph, - Stationery (Vn Phng Phm: giy,v, bt cc loi, mc, thc k, ty, h dn, gt bt ch, gim, kp ti liu, bng, phn, bn gh, k ti liu,phong b th, dng tr em,my tnh) - DIY, Car Care - Gardening ( dng lm vn cht liu g, nha) - Sports (dng c th thao cht liu nha) - Cook & Dining ( dng trong bp: trang tr, bn gh, nu n cht liu gm s, inox, thy tinh,kim loi, vi) - Furniture (bn n g cao su, t g dn,bn gh ngoi vn)
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- Home decoration (sn phm trang tr ni ngoi tht) 2. Mng li phn phi: M hnh phn phi ca tesco:

M hnh phn phi ca tesco cho thy cng ty nhp hng ha t cc nh cung cp hng ha thc phm v phi thc phm, sau s chuyn trc tip n cc loi ca hng ca cng ty vi 3 cp ca hng: Tesco express , ca hng Metro v Tesco extra. . Loi ca hng quy m nh nht l Express, cng l m hnh cho h thng ca hng Fresh & Easy M, tp trung kinh doanh cc loi nng sn ti v thc phm ch bin sn dn nhn Tesco. Quy m ln hn mt cht l kiu ca hng Metro v ln nht l h thng ca hng Tesco Extra vi din tch 60.000 b vung, tng ng hn 18.000m2, khng ch kinh doanh thc phm, m c in t, qun o v gia dng. 3. Cng ngh qu l mng li CRM: Chng trnh trao i d liu EDI: H thng phn phi c tch hp vi nh cung cp thng qua extranet. Tesco xy dng cc dch v thng tin gi l trao i thng tin Tesco (tie) nh l mt b sung cho cc edi (trao i d liu in t) c trong h thng s dng Tie c lin kt vi mt s h thng chnh ca Tesco cung cp cho cc nh cung cp lin quan truy cp v cp nht thng tin nh a im ca cc im bn hng, d liu theo di bn hng v hng tn kho. Tie ha hn nhiu li ch cho cc nh cung cp cng tham gia. N c kh nng to ra cc khon tit kim ng
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k trong vic hoch nh chng trnh khuyn mi, lp k hoch kim k hiu qu hn, tinh vi hn v phn tch d liu lu chuyn hng tn kho. T tng s lng giao hng ln rt nhiu. RFID ( nhn dng tn s v tuyn) Tesco l mt trong nhng cng ty hng u s dng RFID. Nhn dng tn s v tuyn (RFID) c coi l mt iu quan trng s pht trin cng ngh trong ngnh cng nghip bn l ton cu. RFID c cc chc nng l giao hng kp thi, pht hin hng km cht lngCc im nhn hng ha ti ca hng Tesco v trung tm phn phi ang c trang b cng ngh RFID. V. KT LUN: Khng ph din n o, th nhng Tp on siu th Tesco ca x s sng m bt ng tri dy lm bao nh phn phi tn tui trn th gii run s. T mt trung tm bn tp phm, di s dn dt ti tnh ca Gim c iu hnh Terry Leah, Cng ty Tesco vn ln, tr thnh nh phn phi hng s 1 Anh Quc, vi doanh s chim 13% th phn bn l ni a. C th hn l Anh Quc, c 8 ng ngi ta rt ra khi v chi tiu th c 1 ng chy vo cc ca hng phn phi ca Tesco, v hng ca hng cng chim ti 1/3 trong tng s cc tp phm tiu dng Anh. Mc d khng c tim lc ti chnh hng hu nh Wal - Mart ca M hay Carrefour ca Php, Tesco lun phi t tm cho mnh nhng khe h trn th trng. Bc tin bt ng ca Tesco, nht l khi hng ny ginh v tr phn phi s 1 Anh Quc, buc Wal - Mart phi thay i ci nhn ca mnh, v ng thi mi nht l nhanh chng tin hnh a phng ho cc ca hng ca h nc ngoi. H phi tha nhn mt th lc cnh tranh mi trn th trng bn l th gii. Tesco i qua mt chng ng di, t nhng bc khi u khim nhng vo nm 1919 ti mt khu trung tm mua sm London, n nay iu hnh h thng kinh doanh hng tp ho trc tuyn thnh cng v ln nht th gii. Tesco cng l doanh nghip t nhn ln nht Anh quc, vi 280.000 nhn cng. Lnh vc kinh doanh ca Tesco ti Anh cn bao gm c dch v vin thng, trm xng du, ti chnh c nhn, dch v download nhc, phim trc tuyn,
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PHN TCH H THNG CRM CA TESCO

Tesco nhn ra rng c nhiu tim nng pht trin mt s trong cc lnh vc kinh doanh trn, c bit l dch v ti chnh c nhn, m h hy vng s mang ti cc th trng mi nh Ba Lan. ng Burt P. Flickinger III, gim c doanh nghip t vn bn l Strategic Resource Group New York (M), cho rng vi quy m hot ng rng ln nh hin nay, Tesco l cn c mng khng khip nht ca WalMart. Tesco c mt h thng CRM hon ho,iu ng ghen t ca nhiu doanh nghip khc. Chng trnh CRM ca n bt u vi Clubcard trong nm 1995, cung cp cc im mua hng v a ra mt gim gi nh ngi mua sm trung thnh. Khng chp nhn sng kin nh khng c g mi, cc i th cnh tranh khng nhn ra rng Tesco c nm bt thng tin c gi tr vi tt c cc loi th v xy dng mt c s d liu mnh m ca khch hng, m n t c thng qua thng tin thnh vin th. Nm 1996, Tesco to ra mt th sinh vin v th khc cho cc b m, vi cung cp ph hp vi nhu cu ca h. Tesco sau thm mt dch v du lch thng qua hp tc vi Lunn Nhiu, gim gi ra khi ng ph gi cao. N cng kt hp th Visa thng qua Ngn hng Hong gia Scotland, v c cung cp gim gi i vi hng ho DIY qua ni ting gia nh ci thin chui B & Q. Nm 1997, b sung y cc dch v ti chnh v dch v Tesco trc tip. Thm gi tr l bt buc cho cc mc chc nng nh vy, v d, b m tng lai c u tin u xe bn ngoi ca hng, thay i c s vt cht, v cc tr l mua sm c nhn gip h. Trong nm 1998, sau khi bi b quy nh ca cc tin ch ca Anh, Tesco bt u cung cp in v cc sn phm v dch v vin thng. Cng trong nm , qun o c b sung vo phm vi thng qua k tip. Bi thi gian ny, Tesco xc nh 108 phn khc th trng khch hng. Nm nay, nm 2000, mt cam kt doanh vi General Motors cho php khch hng mua xe t t Tesco. Ghi nhn s quan tm ca mt s khch hng trn mng Internet, Tesco cng bn trc tuyn, cung cp sn phm ca ca khch hng, bng xe ti lnh, nu cn thit. Truy cp trang web ca cng ty (www.tesco.com) v bn c c ci nhn thn thin v cm thy rng mi ngi c c trong cc ca hng vt l ca Tesco. Tt c mi th c thc hin d dng, v bn c th mua hng tp phm, sch, a CD, ni tht, video, v cc mt hng khc, cng nh sp xp ti chnh c nhn ca bn. V, tt nhin, mi khi c mt giao dch, cc im gn kt.V khi
GVHD: Ths. L c Tin | 26

Nhm 10

PHN TCH H THNG CRM CA TESCO

cc im tch ly, nhiu hn v nhiu hn na cung cp c lin quan c bit v c quyn c a ra. Tt c trong tt c cc cng ty cung cp gi tr tuyt vi v mt kinh nghim tuyt vi. Cng ty by gi cng trn con ng ca mnh tr thnh mt thng hiu quc t thnh cng, m rng vo chu bng cch tham gia trong chui siu th Lotus Thi Lan, ni m khch hng c th mua xe tay ga (tescooters) v giao cho nh ca h. Tuy nhin, tng gi tr cho mi quan h khch hng vn l ng lc ng sau s thnh cng ca Tesco.

GVHD: Ths. L c Tin |

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