Danh sch thnh vin

1. L Anh c 2. Trn Tin c 3. Phan Kim ng 4. Nguyn Mnh Dng 5. Nguyn Mnh Dng 6. T Trung Dng 7. Ng Xun nh 8. Vng Trng Giang
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K44I4 K44I7 K44I3 K44I3 K44I4 K44I4 K44I2 K44I3 K44I4

Mai Th Dung

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 ti tho lun : Phn tch, nh gi chin lc kinh doanh ca doanh nghip bn l Nguyn Kim

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Gii thiu khi qut v trung tm mua sm Si Gn - Nguyn Kim 1.1 Gii thiu chung Tin thn l mt Ca hng chuyn bn s v l cc sn phm in t v in

lnh c chnh thc hot ng vo nm 1992. Nm 1996, Ca hng ny c m rng v pht trin di php nhn l Cng ty TNHH Thng mi Tng hp v Dch v Nguyn Kim Tin, chc nng ca Cng ty c m rng sang cc lnh vc khc nh: thng mi, dch v, kinh doanh bt ng sn v lp rp cc sn phm in t. Cng trong thi im ny, Ca hng in my c pht trin, chuyn mnh v hon thin hn di tn giao dch mi l Trung Tm Mua Sm Si Gn Nguyn Kim vo ngy 19/01/2001. Ti TP HCM xut hin mt Trung tm u tin chuyn phn phi s v l cc sn phm in my, in lnh, in gia dng, K thut s v in thoi di ng. Thng 11 nm 2001, Trung tm Mua sm Si Gn Nguyn Kim chnh thc c t chc VBQI cp chng nhn ISO9001 v Nguyn Kim c nhn nhn l Trung tm in my u tin c thnh lp vi qui m ln v tnh chuyn nghip cao. Hin ti, Nguyn Kim t chc hot ng, kinh doanh trc tip ti 03 Trung tm mua sm, trong 02 Trung tm ti khu vc Thnh ph H Ch Minh v 01 Trung tm ti H Ni. Bn cnh , Nguyn Kim cn thnh lp Trung tm Kinh doanh Tng hp chuyn bn hng cho cc d n, cng ty, cng Trung tm Thng mi in t y mnh vic kinh doanh qua mng. Vi lc lng hn 2,200 nhn vin chuyn mn cao, cng nhng thnh tu t c, cng v th tch bit trn th
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trng Vit Nam v uy tn vng chc trong lng khch hng, Nguyn Kim lun c tn nhim l i din hng u Vit Nam c cc tp on in t y quyn trc tip t chc nhiu chng trnh u i mua sm cho ngi tiu dng. ng thi Nguyn Kim cng lun c chn l a im trng by, gii thiu, ra mt nhng sn phm mi, cng ngh mi nht ca cc hng. iu ny a Nguyn Kim tr thnh cu ni ngi tiu dng Vit Nam nhanh chng c tip cn vi nhng cng ngh tin tin nht, nng cao quyn li ca ngi mua sm ngang bng vi cc nc pht trin trong khu vc v trn th gii. Thng tin php nhn: - Tn cng ty: Cng ty TNHH Thng mi tng hp & Dch v Nguyn Kim Tin - Tn giao dch: Trung tm Mua sm Si Gn Nguyn Kim - a ch: 63 63 Trn Hng o, phng Cu ng Lnh, qun 1, Tp HCM - in thoi: 084 8211 211 Fax: 084 8 210 818 - Ti khon s: 0071000982709 ti Vietcombank - M s thu: 0302916952 Vi mt h thng cc trung tm :

Trung tm Mua sm Si Gn Nguyn Kim Qun 1 Trung tm Mua sm Si Gn Nguyn Kim Tn Bnh Trung tm Mua sm Si Gn Nguyn Kim Trng Thi

Trung tm Kinh doanh Tng hp Nguyn Kim Cng ty cung cp hn 50.000 mt hng thuc 6 ngnh hng chnh c by bn nh : in lnh, in t, Gia dng, Thit b gii tr, Thit b tin hc, in thoi di ng. 1.2 Xc nh cc hot ng kinh doanh chin lc (SBU)
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Hin ti, Nguyn Kim t chc hot ng, kinh doanh trc tip ti 03 Trung tm mua sm, trong 02 Trung tm ti khu vc Thnh ph H Ch Minh v 01 Trung tm ti H Ni. Bn cnh , Nguyn Kim cn thnh lp Trung tm Kinh doanh Tng hp chuyn bn hng cho cc d n, cng ty cng Trung tm Thng mi in t y mnh vic kinh doanh qua mng. Vi lc lng hn 2.200 nhn vin chuyn mn cao, cng nhng thnh tu t c, cng v th tch bit trn th trng Vit Nam v uy tn vng chc trong lng khch hng, Nguyn Kim lun c tn nhim l i din hng u Vit Nam c cc tp on in t y quyn trc tip t chc nhiu chng trnh u i mua sm cho ngi tiu dng. ng thi Nguyn Kim cng lun c chn l a im trng by, gii thiu, ra mt nhng sn phm mi, cng ngh mi nht ca cc hng. iu ny a Nguyn Kim tr thnh cu ni ngi tiu dng Vit Nam nhanh chng c tip cn vi nhng cng ngh tin tin nht, nng cao quyn li ca ngi mua sm ngang bng vi cc nc pht trin trong khu vc v trn th gii.

1.3 Tm nhn, S mng kinh doanh ca DN 1.3.1 Tm nhn chin lc : Nguyn Kim tn dng cc th mnh l thng hiu uy tn;chng trnh khuyn mi hp dn;hng ho phong ph,a dng;trng by hng ho d quan st v chn la;thi phc v ca nhn vin lm hi lng khch hng;ng dng cc h thng vi tnh vo qun l v tnh hnh ti chnh kh mnh;dch v sau bn hng tt v gi c tt nht vi cc c hi nh tc tng trng kinh t n nh;thu nhp bnh qun u ngi tng;chi tiu mua sm tng;ngi tiu dng thch mua sm cc trung tm in my v nh cung cp c uy tn. Tm nhn chin lc ca Nguyn Kim, doanh nghip s khng ngng a dng
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ha sn phm vi nhng chng trnh khuyn mi thng xuyn, kch thch cu ca ngi tiu dng. 1.3.2 S mng kinh doanh : Vi vai tr l i din ca cc hng in t hng u trn th gii, nh hng pht trin ca Nguyn Kim l s xy dng v pht trin h thng chui siu th in my hin i nht, rng khp v ng u Vit Nam. Ngy 20-07 va qua, Nguyn Kim khnh thnh h thng chui Trung tm Mua sm Si Gn Nguyn Kim bng vic khai trng trung tm Tn Bnh. Trong vng 3 nm ti, Trung tm Mua sm Si Gn Nguyn Kim s c nhn rng thm Thnh Ph H Ch Minh v c mt H Ni, Cn Th, Bnh Dng, Hi Phng, Nng v sau l cc tnh thnh khc trn c nc. Cng vi s m rng v quy m, Nguyn Kim cn khng nh tm vc mi ca mnh vi phong cch bn hng hin i v chin lc to dng thng hiu. Nhm h tr chin lc pht trin thnh h thng chui siu th in my ln nht, hin i nht ti Vit Nam, Nguyn Kim k kt cc vn bn hp tc chin lc vi cc tp on in t hng u v cc i tc trong lnh vc ti chnh, ngn hng, u t, pht trin v truyn thng. II. Phn tch chin lc kinh doanh ca Nguyn Kim 1. Phn tch mi trng bn ngoi. 1.1 Ngnh kinh doanh ca doanh nghip Vit Nam c nhn nh l th trng hng u v tiu dng hng hi-tech trong tng lai. Kht khao s hu nhng phng tin hin i ca ngi Vit Nam c nhn nhn cao hn c nhng nc ang pht trin nh n , Trung Quc, Brazil, Ngnh bn l in t in my Vit Nam hin nay ang trong giai on tng trng mnh. c tnh nm nay, doanh s th trng bn l in t- in my c
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th ln n gn 9 t USD. Trong , th trng pha Nam chim khong 60% v pha Bc khong 40%. Nm 2010, tc tng trng ca ngnh hng ny l khong 25%. Vit Nam l nc ng dn (xp x 90 triu), thu nhp bnh qun u ngi kh thp, khong 1.000 USD/1 ngi/1 nm. Trong , c nhiu ngi cha th mua cc sn phm in t- in my thit yu nh: my git, iu ha, tivi LCD, my nh du lch, in thoi di ng, my tnh Do , th trng vn cn nhiu khong trng c th gia tng doanh s cho cc doanh nghip bn l. Ngoi ra, Vit Nam l nc c tui dn s kh tr. C n 60% l dn s tr nn h sn sng u t mua sm nhiu hn, ng thi cng sn sng mua nhng sn phm t tin hn. Cng vi tm l tiu dng l chy theo th hiu, ngi Vit Nam thng thch nhng sn phm p, nhiu tnh nng v c thng hiu mnh. Nh vy, cc cng ty bn l v hng sn xut cng c c hi bn c nhiu hng t tin hn v thu c nhiu li hn 1.2 Tc ng ca mi trng v m Nhng nh hng ca mi trng vi m bao gm 4 yu t chnh : kinh t, chnh tr - php lut, vn ha x hi v cng ngh. Th nht, xt ti yu t kinh t, tnh hnh pht trin kinh k Vit Nam trong nhng nm qua pht trin khng ngng. Vit Nam nh hng n nm 2020 s tr thnh 1 nc cng nghip to thun li cho cc doanh nghip pht trin kinh doanh. Tuy nhin, trc s leo thang v gi c ca hu ht cc mt hng ch lc nh gi in, gi xng du, cng vi l s chnh lch t gi gia ng USD v Vit Nam ng nn kinh t Vit Nam v ang i mt vi s kh khn t s bt n kinh t v m. V chnh tr - php lut, s thay i lut php lun nh hng mnh m n hot ng sn xut kinh doanh cho cc php nhn kinh t, do vy s thay i ny nh hng mnh n hot ng ca doanh nghip bn l in t Vit Nam.
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Vit Nam l 1 trong nhng nc c nn chnh tr n nh nht th gii to iu kin tt cho cc doanh nghip pht trin kinh doanh nh trong phn phi, k kt hp ng Nh nc lun to iu kin cc doanh nghip pht trin kinh doanh trong khun kh h thng php lut. Nh nc c s can thip vo hot ng kinh t quc t: thu, lut to thun li cho Doanh nghip v m bo tnh mng, an ton vt cht. Tuy nhin h thng lut ca Vit Nam cn phc tp, chng chp, khng thng nht, nhiu khu to bt li cho cc doanh nghip trong hot ng kinh doanh. V yu t vn ha x hi, Mi trng vn ho-x hi c nh hng trc tip n cuc sng v hnh vi tiu dng ca con ngi. Trong nhng nm gn y s pht trin ca ngnh kinh t v s hi nhp su ca Vit Nam vi th trng th gii to ra cho vn ho tiu dng ca ngi Vit Nam ni chung v ngi th ni ring nhiu nt i mi, hin i hn, tip cn gn hn vi vn minh tiu dng. Bng chng l th hiu v thi quen tiu dng ca mt b phn khng nh ca ngi dn thnh ph i thay. Thay v i mua sm cc khu ch, h c thi quen do qua cc siu th mua t hng thc phm n qun o, giy dp, gia dng, m phm v hng trm th khc na. Vn ho tiu dng ngy cng hi nhp vi vn ho tiu dng hin i ca vn minh thng mi th gii, chnh l c hi cho pht trin loi hnh kinh doanh bn l hin i nh siu thi, trung tm thng mi. Cc doanh nghip thng mi nhn nhn rt r c hi ny, bng chng l s xut hin hng lot ca cc chui siu th trn a bn c nc v tp on Bourbon l mt in hnh. Si Gn Nguyn Kim cng khng ngng m rng kh nng cung ng s dng trit s dng trit thun li ny. Cui cng l cc yu t v cng ngh, s pht trin ca cng ngh ngy cng nh v bo to thun li cho c doanh nghip v ngi dn trong trao i mua bn v thanh ton. ng thi, s pht trin mnh m ca Internet cng l iu kin thun li cc cc Doanh nghip nh Nguyn Kim qung b thng hiu, m
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rng th phn. Vic lm ny cng rt quan trng trong tnh hnh nn kinh t Vit Nam ang dn hi nhp, cc tp on bn l in my khc ang dn ln sn vo th trng Vit Nam. 1.3 nh gi cng cnh tranh Sau khi gia nhp t chc thng mi quc t WTO, nn kinh t Vit Nam ang dn ha nhp vi xu hng kinh t chung ton th gii. Vic ny y ngnh bn l in t in my vo mt cuc cnh tranh khc lit vi cc i gia bn l in t in my trn ton th gii. Tuy nhin, n cng m ra cho cc doanh nghip nc ta nhng u th nht nh. 1.3.1 Gia nhp tim nng S xm nhp ca cc tp on bn l nc ngoi, y l chnh l im mu cht thc y cc tp on bn l ngoi nhp b vo Vit Nam. Sau 1 nm tr thnh thnh vin chnh thc ca T chc Thng mi Th gii (WTO), hng lot tp on bn l hng mnh th gii cng nh khu vc nhm vo VN v h t mt sc p ln cc doanh nghip ni a.Cng vi l s gia nhp t ca cc tp on bn l in my ni ting th gii nh Wal-Mart, Sennheiser iu ny t Si Gn Nguyn Kim trc mt thachs thc cnh tranh v cng ln 1.3.2 e da t cc sn phm thay th Sn phm v dch v thay th l nhng sn phm dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh p lc cnh tranh ch yu ca sn phm thay th l kh nng p ng nhu cu so vi cc sn phm trong ngnh, thm vo na l cc nhn t v gi, cht lng, cc yu t khc ca mi trng nh vn ha, chnh tr, cng ngh cng s nh hng ti s e da ca sn phm thay th. i vi ngnh kinh doanh bn l in my th cc sn phm, dch v c th thay th chnh l mng li cc cc ca hiu nh ca tng a phng, cc ca hng
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gii thiu sn phm cu cc nh sn xut lnTrong nhng nm gn y, s ra i t ca cc chui siu th in my trn a bn H Ni nh Pico, Topcare, ... lm cho nh hng ca cc ca hng truyn thng c phn gim st ng k. Tuy nhin do nh hng bi tp qun mua sm ca ngi dn cha quen n vi loi hnh kinh doanh hin i- siu th nn t trng doanh s ca ngnh siu th ti H Ni trn tng doanh thu cn kh khim tn. Ngoi ra trong nhng nm gn y cn xut hin knh truyn hnh chuyn bit v bn hng TVShopping. TVShopping mang ti cho qu khn gi phng thc mua sm ph bin trn th gii bng cch gi in, nhn tin, fax, truy cp internet, gip tit kim ti a chi ph v thi gian.C th ni rng y l hng thc mua sm rt hu ch cho nhng gia nh bn rn, eo hp v thi gian. hn ch nh hng tc ng t nhng ca hng bn l trong khu bn l trong dn c hay nhng hnh thc mua sm mi nh TVShopping th siu th in my Si Gn Nguyn Kim 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. 1.3.3 Quyn lc thng lng t pha cc nh cung ng Mt p lc na cng khng km phn quyt nh chnh l p lc t pha nh cung cp.Siu th in my l ni bn hng nghn cc mt hng in t khc nhau v vy c rt nhiu cac nh cung cp khc nhau.Cc nh cung cp c th khng nh quyn lc ca mnh bng cch e da tng gi hng ha 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 Mt c im ca siu th l ht sc kh khn trong vic i ph p lc ca nh cung cp m h l ngi cung cp cc sn phm thit yu, gn vi ma v kinh doanh. V d nh nhng nh cung cp my iu ha nhit . Trong ma h th
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cc siu th khng phi l ni phn phi hiu qu nht cho h, nhng ngc li do nhu cu phc v ti sieu th tng cao do ay l c hi cho s mc c ca nh cung cp. Mt kh khn na ca siu th l khng t nhng nh cung cp truyn thng ca siu th ch ng trc tip khai thc m rng cc ca hng ca mnh, nhng n v nh: Canon, lm cho p lc cnh tranh ngy cng gay gt. 1.3.4 Quyn lc thng lng t pha khch hng p lc t pha khch hng xem la rt quan trng i vi siu th in my Si Gn Nguyn Kim, n th hin ch yu 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 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 la chn ca hng mnh yu thch nht. 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 ha vi gi r hn, cht lng cao hn v n nh hn. 1.3.5 Cnh tranh gia cac doanh nghip trong ngnh Cc doanh nghip ang kinh doanh trong ngnh s cnh tranh trc tip vi nhau to ra sc p tr li ln ngnh to nn mt cng cnh tranh.Th trng bn l in my Vit Nam ang c s cnh tranh khc lit. Cc doanh nghip v ang tp trung qung co rm r, tng cng chng loi hng ha, gim gi sn phm dch vBn cnh lng hng ha phong ph, yu t m cc ca hng s dng thu ht khch vn l cc chng trnh khuyn mi,gim gi, bc thm trng thng hay nhng chuyn du lch nc ngoi Theo thng k cha chnh thc ca cc nh nghin cu th trng th 30 - 40% lng hng ti cc siu th in my trong khu vc H Ni c chng trnh khuyn mi. Chnh iu ny thu ht lng khch tng t 40-50% trong cc ngy l hi.Tuy nhin s cnh tranh ln nht hin nay vn l v gi. Cc siu th chy ua gim gi hng li ko khch
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v ca hng ca minh. Si Gn Nguyn Kim cng ang c nhng chin lc ring gi vng th trng trong nc vi cc i th cnh tranh mnh nh siu th in my TopCare, Pico, Trn Anh, c bit Si Gn Nguyn Kim cn phi cnh tranh vi cc tp on bn l ln mnh hng u th gii nh Wal-Mart, Sennheiser Th trng bn l m ca, s pht trin ca h thng siu th, trung tm thng mi to sc p cnh tranh ln cho siu th in my Si Gn Nguyn Kim. D to dng cho mnh mt ch ng trn th trng bn l H Ni nhng nu khng c bin php cnh tranh hiu qu v th s b e do 2. Phn tch mi trng bn trong 2.1 Cc sn phm ch yu : Ngun hng bao gm c nhng thng hiu c sn xut trong nc v c nhng sn phm nhp khu c coi l nhng thnh tu khoa hc k thut cao t tp on in t hng u th gii. c s y thc phn phi l nhng sn phm ca nhng thng hiu ton cu: SONY, SANYO, JVC, TOSHIBA, SAMSUNG, LG, PANASONIC, PHILIPS, DAEWOO, Trung tm xy dng c mt h thng v i ng kim tra cht lng nghim ngt v hiu qu t khu u vo khi nhp hng cho n u ra khi n tay qu khch hng, nhm m bo tiu ch sn phm cht lng ca trung tm. Ton b sn phm cung cp ti trung tm c xut x chnh hng, do cc tp on in t sn xut v phn phi trc tip n nguyn kim qua h thng KCS nghim ngt. 2.2 Th trng : Chui siu th in my Nguyn Kim bao gm chn trung tm quy m ln t ti TP.HCM, Nng, Bnh Dng, Cn Th v H Ni, hng ti mc tiu tng
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trng doanh thu 50 %/nm trong vng ba nm ti. Sau s pht trin h thng ra cc tnh thnh khc. Cty ch trng tp trung n vic xy dng li i ring nhm khng nh v tr s 1 trong lnh vc kinh doanh hng in my. Chng ti c mt chin lc pht trin ring v chn con ng pht trin su! Mt khi c th pht trin su mt cch vng vng th kh nng tr mnh thnh rng khng kh khn na! - i din Nguyn Kim khng nh. Ngoi u t ngun lc cho vic m rng h thng, Nguyn Kim cng u t vo cc hot ng bn hng. V bng cc chng trnh khuyn mi trung thc, nghim tc cng vi vic thng xuyn gii thiu cc sn phm mi, cp nht hng chnh hng ca cc thng hiu ni ting, Nguyn Kim chinh phc c nim tin khch hng th hin qua con s 1 triu khch hng trung thnh TPHCM, H Ni v cc khu vc ln cn. 2.3 Xc nh cc nng lc cnh tranh Uy tn v cht lng sn phm ca H thng Trung tm mua sm Nguyn Kim c ngi tiu dng Vit Nam c bit tin cy thng qua vic xy dng c mt h thng v i ng kim tra cht lng nghim ngt v hiu qu t khu u vo khi nhp hng cho n u ra khi n tay qu khch hng, nhm m bo tiu ch sn phm cht lng. c bit, iu to nn ting vang cho Nguyn Kim chnh l cc chng trnh khuyn mi, h tr gi, tng qu gi tr cao cho khch mua hng, mang li li ch thit thc v hiu qu cho ngi tiu dng. Cc chng trnh khuyn mi nh: Ti tr trc tip, Tun l vng, Hon tin mua sm, Chng trnh mua sm tit kim hay cc chng trnh hng ng theo cc s kin vn ha th thao ln trong nc v th gii lun c ngi tiu dng ho hc n i v nng nhit tham gia.
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Vi trit l kinh doanh xuyn sut Tt c cho khch hng, khch hng cho tt c, Nguyn Kim khng ch uy tn v cht lng, gi thnh m cn to c s hi lng v tin tng ngi tiu dng vi cht lng phc v, hu mi v chm sc khch hng. Tng cng on ca quy trnh phc v, chm sc khch hng c quy chun trong h thng, c tng nhn vin trong h thng thm nhun v thc hin nghim ngt trong cng vic hng ngy. Khng nhng th, Nguyn Kim cng lun a ra nhng chnh sch to iu kin v quyn li cao nht cho khch hng vi vic vn chuyn n tn nh v lp t hon ton min ph. c bit khch hng cn c hng chnh sch s dng th sn phm trong 05 ngy, theo khch hng c th i, tr sn phm khi khng va lng c th hon ton yn tm vi sn phm la chn Tt c u c thc hin vi mc tiu t c s hi lng cao nht t khch hng. 2.4 nh hng chin lc nh hng chin lc cho Si Gn Nguyn Kim giai on 2007-2011 l xy dng Trung tm mua sm Si Gn-Nguyn Kim tr thnh mt trung tm phn phi l hng u ti Vit Nam,khng nh thng hiu Nguyn Kim ti Vit Nam l mt thng hiu mnh. Vi vai tr l i din chnh thc c y quyn t cc hng in t hng u trn th gii, nh hng pht trin ca Nguyn Kim l s xy dng v pht trin h thng chui siu th in my hin i nht, rng khp v ng u Vit Nam. Trong tng lai, h thng Trung tm mua sm Si Gn Nguyn Kim s c nhn rng ra 38/64 Tnh thnh, t Thnh ph H Ch Minh, H Ni, Cn Th, Bnh Dng, Hi Phng, Nng v sau l cc tnh thnh khc trn c nc.

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Bn cnh , mt mc tiu di hn m Nguyn Kim hng ti l tr thnh mt tp on vng mnh nim yt trn th trng chng khon Vit Nam v nc ngoi. t c nhng mc tiu , Nguyn Kim thc hin cc bc i chin lc nh: K kt vi n v t vn chuyn nghip Hon thin v nng cao chnh sch o to ngun nhn lc v cc tiu chun v cht lng dch v khch hng Cng c v pht trin Trung tm dch v khch hng chuyn nghip. Ch trng y mnh hot ng thng mi in t, m thm hng lot trung tm ti cc tnh thnh trn ton quc. Khi cng xy dng 10 Trung tm thng mi vi quy m ln hin i ti cc thnh ph ln trn c nc. 3. Chin lc cnh tranh ca Nguyn Kim 3.1 Chin lc cnh tranh Chin lc dn o v chi ph: ng cong kinh nghim: Nguyn Kim c thnh lp vo 1992, tri qua nhiu giai on pht trin, cng ty t c nhiu thnh tu. Trong sut cc nm qua, Nguyn Kim lun gi vng v tr thng hiu bn l hng in my s mt cch bit ti Vit Nam c ngi tiu dng la chn v tn nhim V vy, cng ty c nhiu kinh nghim trong lnh vc kinh doanh in t in lnh, lm gim c chi ph nghin cu, thm nhp th trng Quy m: Hin ti, Nguyn Kim t chc hot ng, kinh doanh trc tip ti 03 Trung tm mua sm, trong 02 Trung tm ti khu vc Thnh ph H Ch Minh
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v 01 Trung tm ti H Ni. Bn cnh , Nguyn Kim cn thnh lp Trung tm Kinh doanh Tng hp chuyn bn hng cho cc d n, cng ty, cng Trung tm Thng mi in t y mnh vic kinh doanh qua mng, Vi lc lng hn 2,200 nhn vin chuyn mn cao. Quy m hot ng ca cng ty kh ln, gim c cc chi ph c nh nh a im kinh doanh, quy m mi chi nhnh Chin lc khc bit ha: Vi mc tiu a n cho khch hng nhng sn phm tt nht, cng ty lun ch trng n cht lng sn phm kinh doanh ca mnh. Vi trit l kinh doanh xuyn sut Tt c cho khch hng, khch hng cho tt c, Nguyn Kim khng ch uy tn v cht lng, gi thnh m cn to c s hi lng v tin tng ngi tiu dng vi cht lng phc v, hu mi v chm sc khch hng. Tng cng on ca quy trnh phc v, chm sc khch hng c quy chun trong h thng, c tng nhn vin trong h thng thm nhun v thc hin nghim ngt trong cng vic hng ngy. Khng nhng th, Nguyn Kim cng lun a ra nhng chnh sch to iu kin v quyn li cao nht cho khch hng vi vic vn chuyn n tn nh v lp t hon ton min ph. Cng ty thu ht c nhiu s quan tm ca khch hng, tng s lng khch hng trung thnh, to uy tn trn thi trng Chin lc tp trung ha : Cng ty tp trung hot ng trn 2 th trng TP.HCM v H Ni l 2 trung tm thng mi ln nht c nc. Ni y nhu cu mua sm hng tiu dng ca ngi dn pht trin mnh tao li th cho cng ty y mnh hot ng bn hng ca mnh. Cng ty cng u tin tp trung vo bn cc sn phm in my c cht lng cao, to li th cnh tranh trn th trng.
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3.2 Chin lc tng trng Chin lc chuyn mn ha: Nguyn Kim tp trung kinh doanh cc mt hng in my chnh hng c cht lng, nng cao tnh chuyn mn trong nghin cu th trng ngnh in my cng nh tm hiu nhu cu khch hng v cc mt hng ny, ng vng trn th trng vi th phn ln v kinh doanh cc sn phm in my. Chin lc a dng ha : Cng ty lun a dng ha sn phm, ch trng ch bn sn phm chnh hng ca cc hng ni ting trn th trng. Vi v th l h thng chui Trung tm mua sm chuyn ngnh hng in t ln nht hin nay, sn phm by bn ti h thng Nguyn Kim v cng a dng vi hn 50.000 mt hng, trong c nhiu mt hng c o, nh TV LCD ln nht th gii, t lnh sidebyside, cc model my tnh, my chp nh k thut s mi nht, a dng ha ng tm : Nguyn Kim lun kp thi a ra cc sn phm mi c mt trn thi trng nhm p ng nhu cu s dng hng cng ngh mi lun bin ng ca ngi tiu dng, cng ty gii thiu nhng sn phm va c tung ra trn th trng nhm kch thch nhu cu mua sm ca ngi tiu dng. ng thi cng ty cng l a im trng by, gii thiu, ra mt nhng sn phm mi, cng ngh mi nht ca cc hng. iu ny a Nguyn Kim tr thnh cu ni ngi tiu dng Vit Nam nhanh chng c tip cn vi nhng cng ngh tin tin nht, nng cao quyn li ca ngi mua sm ngang bng vi cc nc pht trin trong khu vc v trn th gii.

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a dng ha hng ngang : Nguyn Kim chuyn kinh doanh v cc sn phm in t in lnh chnh hng c uy tn trn th trng v vy to c nim tin ca khch hng. T cng ty a thm ra cc sn phm c lin quan phc v nhu cu a dng ca khch hng. V d vi nhng sn phm thit b gii tr nh my nh, my quay phim, mp3, cng ty gii thiu thm vi khch hng cc sn phm nh my in nh, khung nh, loa, ph kin a dng ha hng dc: Ngoi vic pht trin h thng trung tm mua sm in my, Nguyn Kim cn m rng thnh lp Trung tm Kinh doanh Tng hp chuyn bn hng cho cc d n, cng ty, cng Trung tm Thng mi in t y mnh vic kinh doanh qua mng. Chin lc tch hp:

Tch hp pha trc : Nguyn Kim l 1 trung tm thng mi bn l cc mt hng in may nn cng ty t phn phi cc sn phm ca mnh n tay ngi tiu dng cui cng. Tch hp pha sau : Nguyn Kim hp tc v phn phi cc sn phm cht lng ca cc hng nh Sony, Panasonic, Sanyo, Samsung Cng ty nhp hng ca nhiu hng khc nhau nn to c s linh hot v kp

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thi trong p ng nhu cu mua sm ca khch hng, v vy to c s ch ng trong nhp v phn phi cc sn phm. Chin lc cng :

Thm nhp th trng : Cng ty lun gii thiu cc sn phm mi c cht lng ti khch hng ca cng ty thng qua cc chng trnh khuyn mi, chng trnh gii thiu sn phm, qung co nhm tng cng th phn ca cng ty trn th trng mc tiu. Pht trin th trng : Nhm p ng khng ngng nhu cu ca khch hng, Nguyn Kim nghin cu th trng nhm tm kim cc th trng tim nng. Vi h thng siu th in my pht trin ti 2 trung tm Tp. HCM, Nguyn Kim m rng h thng siu th ra th trng H Ni trn ph Trng Thi. Cng ty cng lun tm kim nhng th trng mi nhm m rng chui cc trung tm bn l trn khp cc tnh thnh ln trn c nc.

III.

nh gi chin lc kinh doanh ca doanh nghip :

Mt chuyn gia ang ging dy ti i hc Kinh t Quc dn H Ni gii thch: Nguyn Kim chp nhn hy sinh mt phn li nhun. H nhp hng t cc nh sn xut vi gi thnh ging nh mi nh phn phi khc trn th trng. Mt chic t lnh, nu bn nh bnh thng li sut s l 20%, nhng Nguyn Kim chp nhn gim li sut xung khong 7 - 8%, thm ch 3 - 5%. Theo ti bit, phng thc kinh doanh ny p dng thng nht trong h thng ca Nguyn Kim. iu ny chng t Nguyn Kim ch trng cao thng hiu hn l li nhun,mt hnh ng tch cc trong thi bui m hng gi hng nhi ang trn ngp trn th trng,qua cng chng t c ng cp ca mt trong 500 cng ty bn l ln nht th gii,th hin chin dch xc tin ca mt nh kinh doanh tm c. Vi tinh thn "tt c cho khch hng, tt c v khch hng", hng lot cc chnh sch h tr cho khch hng c p dng ti trung tm, bn cnh cc chng trnh khuyn mi, bo hnh ca chnh hng, trung tm cn xy dng ring cho mnh mt ch phc v ti u: ch dng th trong 5 ngy, cc hnh thc mua bn tr gp L nh phn phi cc ngnh hng chuyn dng c c tnh k thut cao, Trung tm xy dng mt khi phc v hu mi song song vi i ng bn hng chuyn nghip. Khi phc v hon thin hn vi Trm chm sc khch hng lu ng
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Nguyn Kim va c thnh lp ti 6Bis Trn Hng o, Qun 1, Tp.HCM vi mc tiu mt ln na gim st li cc cng tc phc v t giao nhn - lp t - bo hnh chm sc cng nh y mnh cng tc t vn cho khch hng. Hnh thc hot ng ca trm l lu ng & ch ng vi 10 chic xe chuyn trch c trang b nh mt trm bo hnh mini xc lp nn tng vng chc cho k hoch pht trin chui siu th bn l, Nguyn Kim k kt cc tha thun hp tc chin lc di hi vi cc i tc trong nhiu lnh vc : cung cp hng ha, ti chnh-ngn hng, u t pht trin c s h tng v truyn thng. C th l, vi Ngn hng thng mi c phn Xut nhp khu (Eximbank), Nguyn Kim hp tc thit k cc chng trnh tn dng tiu dng nhm m rng iu kin mua hng cho khch hng vi nhiu hnh thc tr gp, tr chm. Vic ny nhm thc y knh tiu th nhng dng sn phm cng ngh mi, gi tr cao. Bn cnh , h thng kiosk-banking ca Eximbank c mt ti chui siu th ca Nguyn Kim s cung cp cng c thanh ton nhanh chng, gn nh ti ch cho khch hng. Ngoi ra, Nguyn Kim cn l i tc cung cp cc mt hng in my, in t vo cc d n bt ng sn m Eximbank c k hoch u t pht trin. i tc th hai phi k n trong k hoch u t pht trin c s h tng cho h thng trung tm bn l ca Nguyn Kim l Tng cng ty Dt may Vit Nam (Vinatex), mt doanh nghip dy dn kinh nghim trong ngnh bn l, ang s hu gn 50 siu th chuyn ngnh cng nh a ngnh hng trong c nc. Bn cnh , cc knh truyn hnh cp HTVC ca i Truyn hnh TP.HCM s l knh truyn thng chin lc, cng Nguyn Kim xy dng cc chng trnh truyn thng pht trin thng hiu, chuyn ti nhng thng ip cn thit ca nh bn l v sn phm, cng ngh, dch v... n khch hng mt cch nhanh nht, y nht. Hot ng ny cn c xem nh l mt hnh thc chm sc khch hng hin i. Nhng c l, nhng i tc chin lc quan trng nht chnh l cc tp on cung cp sn phm hng u th gii, bao gm Sony, Toshiba, LG, Sanyo, JVC, Panasonic, Samsung v Philips. Vi s h tr tch cc ca cc hng ny, Nguyn Kim khng ch cam kt cung cp 100 % hng chnh hng, cp nht tc thi nhng sn phm cng ngh mi nht trn th gii m cn c cc chnh sch gi c tt nht dnh cho khch hng. Vi s h tr o to t cc hng ny, Nguyn Kim t tin trong cc dch v t vn v kin thc tiu dng v bo tr, bo hnh ngay c vi nhng dng sn phm cng ngh mi nht
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IV.

Kt lun

Ta thy rng chin lc kinh doanh ca Nguyn Kim kh ton din v thnh cng. T mt ca hng in my bnh thng nh nhiu ca hng khc, nhng n lc u t ln ci to mt bng bn hng v pht trin dch v lm Nguyn Kim thay i tng ngy v vt ln thnh nh bn l tin phong v dn dt trn th trng in my v k thut s v l thng hiu c u tin trong s la chn ca ngi tiu dng. l nh tm nhn v nhng hoch nh chin lc t Ban lnh o sng to khng ngng ca ton h thng,d on c xu hng th trng i u trong vic pht trin dch v bn hng mi. l nhng yu t quan trng hnh thnh nn s khc bit ca thng hiu Nguyn Kim, gip Nguyn Kim tr thnh im mua sm ng tin cy nht cho Khch hng.

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CNG HA X HI CH NGHA VIT NAM C LP-T DO- HNH PHC BIN BN HP NHM Mn: Qun tr chin lc Nhm: 03 Lp: 1107SMGM0111 Bui hp ln 1 I. Thi gian v a im
-

Thi gian: 9h th 2 ngy 21/03/2011 a im: V303 Thnh vin tham gia: 10/10

II. Ni dung bui hp - Nhm trng thng bo li ti ca nhm. - a ra cng, tho lun thng nht cng v phn chia tng phn cho tng thnh vin trong nhm. - Cc thnh vin nhn phn trch nhim ca mnh v hon thnh bi vo bui hp sau. - Cc cng vic cn thc hin: + Gii thiu khi qut v trung tm mua sm Si Gn Nguyn Kim. + Phn tch cc mi trng tc ng n doanh nghip. + Phn tch cc chin lc kinh doanh ca doanh nghip. + Phn tch cc chin lc cnh tranh ca doanh nghip.

Ngy 21/03/ 2011 Nhm trng

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CNG HA X HI CH NGHA VIT NAM C LP-T DO- HNH PHC BIN BN HP NHM Mn: Qun tr chin lc Nhm: 03 Lp: 1107SMGM0111 Bui hp ln 2 I. Thi gian v a im
-

Thi gian: 9h th 5 ngy 21/04/2011 a im: V204 Thnh vin tham gia: 10/10

II. Ni dung bui hp - Cc thnh vin np bi ca mnh - Mi ngi cng xem xt v quyt nh nhng phn s a vo bi - Kt thc bui hp nhm trng em bi v tng hp.

Ngy 21/04/ 2011 Nhm trng

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CNG HA X HI CH NGHA VIT NAM C LP-T DO- HNH PHC BIN BN HP NHM Mn: Qun tr chin lc Nhm: 03 Lp: 1107SMGM0111 Bui hp ln 3 I. Thi gian v a im
-

Thi gian: 15h th 5 ngy 12/05/2011 a im: sn th vin Thnh vin tham gia: 10/10

II. Ni dung bui hp Nhm trng a bi tng hp cho cc thnh vin cng xem v thp kin c nhm v bi tho lun. - Mi ngi c nhim v v tm hiu thm v ti, tm cu hi - nh gi tinh thn hot ng ca nhm, ca tng thnh vin
-

Ngy 12/05/ 2011 Nhm trng

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CNG HA X HI CH NGHA VIT NAM C LP-T DO- HNH PHC BIN BN NH GI Mn: Qun tr chin lc Nhm: 03 Lp: 1107SMGM0111

STT 01 02 03 04 05 06 07 08 09 10

H v tn

Lp

nh gi

Ch k

Nhm trng

L Anh c

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