Professional Documents
Culture Documents
MC LC
LI M U 1
CHNG 1: THC TRNG HOT NG DOANH NGHIP 2
1.1. Tng quan doanh nghip 2
1.1.1. M t doanh nghip 2
1.1.2. Lch s hnh thnh v pht trin 3
1.2. Mt s thnh tu t c 13
1.3. nh hng pht trin 14
1.4. Bng bo co hot ng kinh doanh 14
1.5. S t chc 15
1.6. Tnh hnh lao ng 16
1.7. C cu sn phm - dch v 17
1.8. Phn tch khch hng mc tiu 20
1.9. i th cnh tranh 21
1.9.1. Cc i th cnh tranh chnh 21
1.9.2. Sn phm thay th 25
1.10. Cc ri ro trong hot ng siu th Maximark 26
CHNG 2 : HOCH NH CHIN LC CRM CA MAXIMARK 27
2.1. M hnh 5 p lc cnh tranh 27
2.2. Phn tch SWOT 30
2.3. Bn nguyn l 30
2.4. Tnh hnh khch hng ca Maximark 33
2.4.1. Phng php nh gi 33
2.4.2. Kch thc mu nghin cu v cch chn mu 33
2.4.3. Phng php thu thp thng tin 33
2.4.4. Cng c x l, phng php tnh ton 34
2.4.5. nh gi khi qut v khch hng mc tiu ca Maximark 34
2.4.5.1. nh gi thng tin v gii tnh 34
2.4.5.2. nh gi thng tin v ngh nghip 35
2.4.5.3. nh gi thng tin v trnh hc vn 36
2.4.5.4. nh gi thng tin v thu nhp 37
2.4.5.5. nh gi mc ch n Maximark ca khch hng 38
2.5. Gi tr khch hng 39
2.5.1. Mc tiu ca vic to gi tr khch hng 39
2.5.2. Hot ng to gi tr khch hng 40
2.6. M hnh IDIC trong CRM 43
2.6.1. Nhn din khch hng c nhn 43
2.6.2. Phn bit khch hng 43
2.6.3. Tng tc khch hng 44
2.6.4. i x ty bin 44
2.7. Cp dch v khch hng siu th Maximax 46
2.8. nh gi khch quan thc trng cht lng dch v ti chui siu th Maximark ti TP.HCM
49
2.8.1. Thc trng v yu t sn phm chui siu th Maximark TP.HCM 49
2.8.2. Thc trng v thi nhn vin siu th 50
Fax: 08 3 811 75 74
Email: maximark.ch@maximark.com.vn
Siu Th Maximark Cn Th
a ch: 2 Hng Vng CMT8, P.Bnh Thi, Qun Ninh Kiu, Tp. Cn Th
Tel: 0710 376 6933
Fax: 0710 376 6934
Email: maximark.ct@maximark.com.vn
Trung Tm Thng Mi Maximark Nha Trang
a ch: S 60 Thi Nguyn, Tp. Nha Trang
Tel : 058 3 818 727
Fax: 058 3 818 757
Email: maximark.nt@maximark.com.vn
Siu Th Maximark Cam Ranh
a ch: S 3 Hng Vng, Tp. Cam Ranh
Tel: 058 3 953 388
Fax: 058 3 956 288
Email: maximark.cr@maximark.com.vn
Lch s hnh thnh v pht trin
Cng ty C phn u t An Phong c thnh lp nm 1992 vi chc nng ban u l kinh
doanh hng tiu dng, thit b dng c th thao v dch v du lch. Cng xu hng i mi ca
t nc v theo kp c ch th trng, Cng ty C phn u t An Phong ngy cng m rng
v pht trin s vn tng dn qua cc nm. Bn cnh cng ty cng khng ngng gia tng cc mt
hng kinh doanh c bit l kinh doanh dch v. Vi s lnh o ca Ban gim c v i ng
nhn vin n nm 1994 s vn tng gp 4 ln lc ban u v cho n nay s vn iu l ca
Cng ty C phn u t An Phong l 90 t ng.
Trc nm 1993, hnh thc siu th rt ph bin cc nc pht trin. Tuy nhin loi hnh ny
cn rt xa l i vi ngi dn Vit Nam ni chung v dn TP. H Ch Minh ni ring. Cc hot
ng mua bn din ra ch yu cc ch, ca hng bch ha, ca hng bn l lm ny sinh
mt s vn m khch hng quan tm: hng km cht lng, hng gi, hng qu thi hn s
dng, v sinh thc phm, ni thch, cn thiu Mt khc cc hot ng mua bn ch gy
nhim mi trng xung quanh, phng chng chy n khng tt. Ngoi ra cn cc vn khc
nh trm cp, mc ti
Trong bi cnh , nm bt c nhu cu ca ngi tiu dng, Ban lnh o Cng ty C phn
u t An Phong nhn thy y l thi c xy dng v pht trin h thng bn l ca mnh ti
TP. H Ch Minh. Vi kin thc v kinh nghim ca mnh, Ban lnh o cng ty thy rng h
thng siu th c tim nng pht trin v c kh nng thay th cc ch v mc sng ngi dn
ngy cng tng, trnh dn tr ngy cng pht trin.
T nhng nhn nh trn v kinh nghim hc tp trong cc chuyn kho st Philippines,
Sigapore, Malaysia, Ban lnh o quyt nh thnh lp uiu th u tin vi tn gi l
MAXIMARK ti s 3C ng 3 thng hai - Qun 10. Siu th c khai trng ngy 05 thng
01 nm 1996 vi din tch kinh doanh hn 5.000 m2 , c khng gian thong mt, trang thit b
t tiu chun, hng ha phong ph v a dng thu ht c nhiu khch hng v s quan tm
ca cc nh sn xut, phn phi.
Nm 1998, Siu th MARXIMARK Nha Trang c xy dng ti thnh ph Nha Trang - tnh
Khnh Ha ta lc ti s 66 ng Quang Trung vi din tch kinh doanh khong 2000 m2 gm
chng trnh khch hng thn thit hay chnh sch mi gi khch hng tr thnh thnh vin
ca mnh l nhng ro cn hu hiu chng xm nhp ca cc nh kinh doanh siu th VN thc
hin.
Cuc cnh tranh khc lit ca cc nh bn l VN
p lc th hai l p lc cnh tranh ca cc cng ty hin hu trong ngnh, l mt p lc thng
xuyn v e da trc tip cc cng ty bn l, khi p lc cnh tranh gia cc cng ty ngy cng
tng ln th cng e da v v tr v s tn ti ca cc cng ty. c bit l cc cng ty b li cun
vo s i u v gi s lm cho cc mc li nhun chung ca ngnh b gim st.Thm ch c
th lm cho tng doanh thu ca ngnh b gim. Nu nh mc co gin ca cu khng kp vi s
gim xung ca gi.
vt qua kh khn ny v tip tc cnh tranh, doanh nghip phi c chin lc gi v khuyn
mi hp l. Theo , s tp trung nhng mt hng s c tiu th mnh khuyn mi, gim
gi cng nh tng cng lm ra nhng sn phm c nhn hng ring (c gi r hn sn phm
cng loi). ng thi, khi m rng th trng doanh nghip ni cng cn ch tm n cc khu
vc cn t cnh tranh hoc c m hnh ca hng nh hn. c bit, phi nm bt nhu cu ca
khch hng, thu ht ngi mua bng vic trng by v trang tr cng nh a ra cc gii php
dch v tin li cho ngi mua sm.
p lc t ch truyn thng - Sn phm thay th ca siu th
Do nh hng bi tp qun mua sm ca ngi dn cha quen n vi loi hnh kinh doanh
thng mi hin i siu th nn t trng doanh s ca ngnh siu th ti TP.HCM trn tng
doanh thu bn l cn kh khim tn. hn ch nhng nh hng tc ng ca ch truyn thng
v nhng ca hng bn l trong khu dn c, cc siu th cn tp trung vo cc gii php nhm
nng cao s tin ch cho khch hng nh gi xe min ph, giao hng qua in thoi hay gi qu
min ph
p lc t cc nh cung ng
Mt p lc na cng khng km phn quyt nh, chnh l p lc t pha nhng nh cung cp.
H cng c th khng nh quyn lc ca mnh bng cch e da tng gi hng ho hay mc c
v cht lng sn phm dch v cung ng. Do , h c th chn p li nhun t cc siu th
nhm b p nhng chi ph tng ln trong gi thnh sn phm m trc y kh c th cp
n i vi siu th.
L do c cc nh cung cp a ra khi iu chnh gi sn phm tng ln gm nhiu yu t, nh
nh hng gi xng, in, nguyn vt liu vo chi ph u vo, k c chi ph nhn cng cng
tng thm v nh hng t gi ngoi t i vi cc mt hng nhp khu. Nhiu nh cung cp
hng thc phm, hng tiu dng v ho m phm ngh tng gi bn. Trong s ny, a s
cc nh cung cp thc phm ngh tng khong 10%, hng tiu dng nha tng 3-5%, trong
khi cc mt hng in gia dng a ra mc tng 10-15%. Ring cc mt hng c ngun gc nhp
khu c nh cung cp a ra mc tng t 10-18%.
i ph vi vn ny, cc doanh nghip kinh doanh siu th hin ti trn a bn thnh ph
cn tranh th m rng qui m, tng s lng cc c s kinh doanh ca mnh nhm chim c
li th v qui m, nng cao dn v th mc c i vi cc nh cung ng.
p lc v s mc c ca khch hng
p lc t pha khch hng xem ra rt quan trng i vi doanh nghip, n th hin ch yu di
hai dng l i hi gim gi hoc mc c c gi hoc cht lng tt hn. Chnh iu ny lm
cho cc nh cnh tranh chng li nhau, tt c nhng iu u lm tn hao li nhun ca
ngnh. S ra i ca cc siu th lm cho ngi tiu dng c y thng tin, nhiu c hi chn
la ca hng m mnh yu thch nht. Khi cc siu th p dng nhng hnh thc khuyn mi
nhm cnh tranh nh mt chng trnh khuyn mi bc thm trng thng, tng qu, gim gi
phc v khch n mua sm... thc s mang n cho ngi tiu dng mt mi li ln. i vi
thi im cui nm, khi cc siu th p gi khuyn mi, th lng ngi tiu dng mua hng
tr cng tng cao.
iu ny cng cng c thm v th mc c ca h hng ti mt dch v hon ho hn, mt
ni cung cp hng ho vi gi r hn v cht lng cao hn, n nh hn. Nu nh trc y vi
khng kh thong mt, hng ha trng by ngn np d tm, hay thi nim n ca nhn vin
thu ngn cng lm cho khch hng hi lng khi n siu th. Nay yu cu ca thng cao hn
nhiu, vi ha n mua hng tr gi khong hn 200 ngn ng th khch hng cng c th yu
cu nhn vin mang hng giao tn nh. ng trc p lc ny i hi cc nh kinh doanh siu
th phi thng xuyn nng cao cht lng phc v, nng cao tnh chuyn nghip, cng l
ng lc gip cho h lun i mi tm kim nhng gi tr tng thm nhm p ng nhu cu ngy
cng cao ca khch hng.
Tm li: t nhng phn tch v cc p lc hnh thnh nn mi trng cnh tranh ca cc doanh
nghip trong ngnh kinh doanh siu th trn, c th gip cc cng ty bn l nhn ra nhng c hi
v nhng e da qua c th nh hnh mt chin lc ph hp i ph mt cch c hiu
qu vi 5 p lc cnh tranh trong ngnh ni trn.
Phn tch SWOT
IM MNH
IM YU
i ng nhn s c tinh thn k lut cao v rt nng ng.
Siu th c mt bng vo loi c a.
H thng phn phi mnh v c tn nhim ca ngi tiu dng.
Cc s kin vn ha ngh thut lun din ra sut bn ma trong nm.
Mt bng kinh doanh cha tri rng v ph u.
Thng hiu maximark cha c qung b rng khp cc tnh, thnh trn ton quc.
Khng c hm gi xe ring bit, thong mt.
C HI
E DA
M rng h thng siu th. Maximark c v s lng v cht lng.
Tr thnh trung tm thng mi dch v - vn ha ca cng ng.
Pht trin sang cc nc khc.
Khong cch a l, gi c cao hn so vi ch hoc tim tp ha bn l v t thc n ti c sn.
Sc p cnh tranh ca cc siu th trong v ngoi nc.
Bn nguyn l
Khch hng nn c qun tr nh mt ti sn quan trng
Trong cc yu t gp phn to nn gi tr cho thng hiu Maximax th yu t v khch hng l
quan trng nht. Khch hng chnh l ti sn ca Maximax v c bit hn y l loi ti sn s
gp phn lm gia tng gi tr choMaximax.
Hng ngy, ti sn khch hng c san s cho cc nhn vin trong cng ty t marketing, kinh
doanh, chm sc khch hng n nhng b phn khc mt cch trc tip hay gin tip. Qua qu
trnh ny, gi tr ti sn ca khch hng c th c gia tng. Nhng cng c th gim dn v
mt i nu Maximax khng c c ch qun l v gim st hiu qu. Do , cn phi ra mt
gii php lu tr thng tin khch hng mt cch thng nht trong ton cng ty.
T , mi bin ng i vi khch hng u c ghi nhn v cnh bo cho nhng ngi lin
quan. Nh vy, nh qun l s kim sot v a ra cc quyt nh kp thi i vi khch hng.
Bn cnh , d liu khch hng cn c th c s dng xuyn sut trong cc chin dch
marketing ca doanh nghip nh cng c thc hin email marketing, SMS marketing . Thng
qua , mi quan h gia khch hng v doanh nghip lun c duy tr, khch hng s thy
mnh c chm sc thng xuyn v tha mn vi cht lng dch v ca doanh nghip. Mt
qu trnh nh vy s gp phn lm gia tng gia gi tr ti sn khch hng cho doanh nghip.
Khng phi tt c khch hng u nh nhau
Tt c cc khch hng b ngoi u nh nhau, nhng mt vi khch hng hon ton c tim nng
hn v c kh nng em li cho cng ty khon li nhun nhiu hn cc khch hng khc. Xut
pht t tim nng sinh li khc nhau, do ta khng nn i x tip th vi h nh nhau. T ,
Maximax nn phn chia cc khch hng mc tiu thnh 3 loi sau y:
Khch hng u tin A.
Khch hng bnh thng B.
Khch hng th yu C.
Khch hng khc nhau v nhu cu, th hiu, hnh vi mua
Nhu cu v hnh vi ca ngi tiu dng rt khc nhau gia cc x hi, gia cc khu vc a l,
gia cc nn vn ha, tui tc, gii tnh Do , b phn marketing cn phi nghin cu v
hnh vi ngi tiu dng la chn phn khc th trng ph hp trc khi quyt nh kinh
doanh mt sn phm no .
Hnh vi ca ngi mua chu nh hng ca bn yu t ch yu: vn ha, x hi, c nhn, v tm
l. Tt c nhng yu t ny u cho ta nhng cn c bit cch tip cn v phc v ngi mua
mt cch hiu qu hn. V th, nghin cu hnh vi tiu dng cng vi nhng yu t nh hng
n hnh vi tiu dng gip cho nhng nh lm marketing nhn bit v d on xu hng tiu
dng ca tng i tng khch hng c th. T a ra nhng k hoch marketing kp thi v
hiu qu.
Hiu khch hng tt hn
C th ni, ta cng hiu r v khch hng bao nhiu th cng d bn sn phm by nhiu. Do ,
b phn bn hng cn:
Thu thp thng tin, nhu cu, s thch. Vic thu thp thng tin v khch hng nh nhu cu, ngn
sch, s thch ca khch hng s gip cc nhn vin bn hng xy dng c mi quan h tt
vi h.
Phn loi khch hng.
khch hng trung thnh hn vi mnh, thit ngh Maximax cn phi c nhng gii
php chuyn nghip hn. l tp trung vo ci thin cng tc marketing, bn hng v dch v.
C th:
Phi thu hiu khch hng tip cn nhng phn khc th trng tim nng. S phn
nhm khch hng gip cng ty thy c s gia tng nhu cu ca mt phn th trng v iu
buc cc nh qun l phi ch nhiu hn vo nhng phn khc th trng tuy nh nhng c
trin vng. thu ht khch hng mi v gi c nhng khch hng hin c, nhn vin
marketing phi cn i ngn sch hp l c th tp trung ngun lc vo nhng phn
khc khch hng tim nng. Thu hiu khch hng v lm cho h trung thnh vi nhn hiu ca
mnh ng vai tr quan trng trong vic ti u ha hiu qu u t.
Tip l cn xy dng mi quan h vng chc vi khch hng. Khi sn phm v dch v
tha mn c khch hng th mt trong nhng cch to ra s khc bit l thit lp s tc ng
qua li gia siu th v khch hng. iu ny lm cho mi quan h vi khch hng vng chc
hn, ng thi gip ngi lm marketing phn loi khch hng ca mnh tt hn. To ra s
Hin nay, rt nhiu khch hng dng th ATM tin cho vic mua sm. y l mt phng
thc ph hp vi xu hng tiu dng hin i, c bit l siu th. Khch hng mun gn gng
v thun tin khi dng th ATM rt tin ngay ti siu th thanh ton thay v mang tin mt
theo. siu th Maximark hin nay, h thng my ATM phc v cho khch hng rt t, khng
p ng c nhu cu ca khch hng. Khu gii tr, n ung ca siu th nhn chung l kh rng
ri. Khch hng c th n y n ung, cho tr chi rt thun tin khi kt hp vic mua sm
v th gin.
Nhn tng th th c s vt cht, h tng ca siu th l rng ri, thoi mi, c th p ng c
nhu cu ca khch hng, to cho khch hng n mua sm siu th c cm gic thoi mi.
Thc trng v cch trng by trong siu th
BNG 2.7: NH GI CCH TRNG BY TRONG SIU TH
Th t
Nhn nh
im trung bnh
1
Hng ho c trng by ngn np, sch s
4.07
2
Bn di chuyn d dng xem hng
3.99
3
Anh/ch hi lng v cch trng by trong siu th
3.92
Ngun: S liu iu tra 11/2012
Nhn xt:
Siu th Maximark hin nay c cch sp xp, b tr, trng by hng ho rt ph hp. Cc loi
hng ho c b tr rt khoa hc v gn gng. Nhng mt hng tiu dng hng ngy c b tr
ngay u tin tin cho khch hng cn mua nhanh. Cc mt hng thc phm c b tr thng
vi hng khch hng i vo, cc loi m phm dng hng ngy nh du gi, x bng git
c b tr ngay li vo. Cc k hng c khong cch cng nh cao rt ph hp khch
hng c th thoi mi xem xt, la chn hng ho. Cc mt hng c xp gn gng, v sch s
gip cho khch hng cm thy thoi mi hn khi xem hng.
Mc d cch sp xp b tr ca siu th l tt nhng mt s mt hng c khch hng xem, la
chn nhiu nh hi sn, thc phm li rt ln xn. S ln xn ny mt phn l v cch sp
hng ca siu th nhng nguyn nhn ch yu l do nhn vin siu th khng c s ch dn cch
xem hng cho khch, khch hng sau khi xem th khng vo ch c th nhn vin siu th
cng cha sp xp li ngay. Do , t ng lnh rt ln xn.
Khch hng khi n siu th vn cha hi lng v cch b tr cc quy tnh tin ca siu th.
rng ca mi quy qu nh, kh khn cho khch hng khi mang n thanh ton. Cc bng ch
dn cho khch hng vn cn thiu, lm khch hng khng bit c u l quy thanh ton
thng, u l quy dnh cho khch hng c th c bit.
Thc trng v an ton trong siu th
Khi i mua sm trong siu th, khch hng mong mun mnh lun c an ton. Cm gic an
ton khi i siu th lm cho khch hng thy thoi mi hn khi i mua sm. Hin nay, cc h
thng bo m an ton trong siu th kh m bo. T cc h thng phng chy, cha chy, h
thng li thot him khi xy ra s c n h thng an ninh kim sot trong siu th.
3.96
T 31 n 40 tui
4.00
Trn 40 tui
3.92
Ngun: S liu iu tra 11/2012
Nhn xt: Theo kt qu bng phn tch trn ta thy rng khng c s khc bit trong mc
hai lng gia cc nhm tui. nhng tui khc nhau th khch hng vn c chung mt cm
nhn mc hi lng v cht lng dch v siu th. Do , siu th mun to s hi lng cho
khch hng thi phi tp trung vo mi la tui, v khch hng la tui no u cng c mt
cm nhn nh nhau.
nh gi v s nhn bit thng hiu ca khch hng
Vic nh gi s nhn bit thng hiu ca khch hng da vo s nh gi 3
nhn nh sau:
- Khi c nh i siu th th anh/ch ngh n siu th Maximark u tin.
- Nu c ngi quen mun i siu th th anh/ch s gii thiu siu th Maximark.
- Anh/ch s tip tc chn siu th Maximark nu i mua sm siu th.
Cc nhn nh trn c khch hng nh gi nh sau:
BNG 2.13: NH GI V S NHN BIT THNG HIU CA KHCH HNG
Nhn nh
im trung bnh
1
Khi c nh i siu th th anh/ch ngh n siu th Maximark u tin.
4.51
2
Nu c ngi quen mun i siu th th anh/ch s gii thiu siu th Maximark.
4.34
3
Anh/ch s tip tc chn siu th Maximark nu i mua sm siu th.
4.45
Ngun: S liu iu tra 11/2012
Nhn xt:
Qua bng trn, ta thy s nhn bit thng hiu ca khch hng l tng i cao. Mc im cho
mi nhn nh l kh cao, t ta c thy c khch hng c nh gi v thng hiu siu th
Maximark l tt. trn, vi nhn nh Anh/ch s ngh n siu th Maximark u tin th
c nh gi vi mc im 4,51. S im ny l kh cao, chng t hnh nh siu th Maximark
in su trong tm tr ca ngi khch hng. Nhn nh anh/ch s gii thiu siu th
Maximark cho ngi thn c 4,34 im v nhn nh anh/ch s tip tc chn siu thi
Maximark nu i mua sm siu th t 4,45 im. y cng l nhng mc im cao, chng t
khch hng nh gi cao thng hiu ca siu th, s trung thnh lp li ca khch hng chnh l
mt khng nh v thng hiu.
KT LUN
Qua 11 nm hot ng, cng ty c phn u t An Phong khng nh thng hiu chui siu
th Maximark trn th trng bn l vi mt s thnh tu ng k. Hin nay, chui siu th
Maximark c 5 h thng c ta lc trn cc thnh ph: TP H Ch Minh, TP Cn Th, TP Nha
Trang, TP Cam Ranh vi Slogan Khm ph s hon ho. Khch hng mc tiu l nhng ngi
c thu nhp kh. n vi siu th Maximark, khch hng s cm nhn c cch phc v nhit
tnh ca nhn vin bn hng, cch b tr gian hng p mt, gn gng, logic. Khng nhng th,
Maximark Ba Thng Hai t chun phc v khch du lch do s vn ha th dc th thao v du
lch TP. H Ch Minh trao tng.
TI LIU THAM KHO
Website tailieu.vn
Website luanvan.net
Cm nang qun l mi quan h khch hng ca Jill Dych - NXB Tng hp TP.HCM- xut bn
nm 2010.