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PHN TCH CHIN LC DOANH NGHIP CA SIU TH IN MY NGUYN KIM I GII THIU V DOANH NGHIP - Tn cng ty: Cng

g 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 - Website : www.nguyenkim.com S KKD : 0302286281 Giy php s 14/GP-STTTT do S Thng Tin & Truyn Thng cp 1 ) Ngnh ngh kinh doanh ca doanh nghip : - Kinh doanh siu th - Kinh doanh bt ng sn - Lp rp cc sn phm in t. - Kinh doanh xut nhp khu Xc nh cc hot ng kinh doanh ca doanh nghip ( SBU ) + SBU 1 : Thng mi ,dch v + SBU 2 : Xut nhp khu in t + SBU 3 : Sn phm 2) Tm nhn, s mng kinh doanh ca doanh nghip + Tm nhn chin lc :
- 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. - 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.

+ S mng kinh doanh : - Thng mi v dch v - Sn xut v u t - V li ch v s hi lng ca khch hng

3 ) Mt s ch tiu ti chnh c bn (VT : ng ) - Tng doanh thu : 956.072.458.104 - Doanh thu thun : 956.027.019.124 - Li nhun trc thu : 42.679.566.767 - Li nhun sau thu : 32.009.675.075 - Tng ti sn : - Tng ngun vn : - T sut sinh li : 10,6 %

LCH S HNH THNH V PHT TRIN

- c thnh lp t nm 1992 t mt Ca hng Kinh doanh in-in t-in lnh, pht trin thnh Trung tm in my u tin ca Vit Nam vo nm 1996 v i tn thnh Cng ty C phn Thng mi Nguyn Kim vo nm 2001. 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. Khng ch khng nh c v tr dn u trong nc m Nguyn Kim cn vn ra tm khu vc khi l nh bn l hng in t in my duy nht ca Vit Nam 3 nm lin tc (2007-2008-2009) c xp hng vo Top 500 nh bn l hng u Chu Thi Bnh Dng do Hip hi bn l Chu Thi Bnh Dng xp hng v trao tng. - t c v tr s 01 ti th trng Vit Nam trong lnh vc bn l hng in my nh hin nay, Nguyn Kim khng nh tn tui v uy tn ca mnh thng qua vic t chc h thng bn l cc sn phm in my, gia dng vi mt m hnh bn l hin i v tin phong t chun quc t ti Vit Nam. Su ngnh hng ch lc c kinh doanh ti y, bao gm: in t, in lnh, K thut s, Gii tr, Vin thng, Gia dng, vi hn 50.000 sn phm chnh hng ca cc thng hiu hng u th gii nh: Sony, LG, Panasonic, Samsung, Sanyo, JVC, Toshiba, Elextrolux, - 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.

II PHN TCH MI TRNG BN NGOI DOANH NGHIP 1 - Ngnh kinh doanh ca doanh nghip - Tc tng trng nm 2007 : tng 30% - Tc tng trng nm 2008 : tng 33% - Tc tng trng nm 2009 : tng 38% 2 Giai on pht trin ca ngnh Th trng bn l Vit Nam, c bit l th trng ngnh kinh doanh siu th in my, hin nay ang trong giai on tng trng v pht trin, c nh gi l ngnh hp dn sc u t. 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 Theo kt qu kho st v nghin cu th trng,doanh s th trng bn l mt hng in my ca Vit Nam nm 2008 rt ln,ln ti 3,9 t USD, v c tc tng trng ln n 3040%/nm trong giai on 2008-2010.S liu kho st nghin cu th trng cho bit, tnh trung bnh, ngi Vit Nam chi 743 USD/nm cho vic mua sm cc sn phm in my, chim 2,6% thu nhp. Ngai ra, xu hng mua sm ca ngi tiu dng nhng nm gn y ang chuyn dn t cc ch in t truyn thng sang knh siu th bn l chuyn ngnh vi m hnh phn phi hin i. Sc mua ti cc siu th ngy cng tng cao nh khng gian mua sm thoi mi, hng ha trng by bt mt v ngi mua nhn c nhiu dch v tin ch. Trc c hi m ra trong mt th trng ng dn c vi phn ln ngi dn ang c thu nhp ngy cng tng, cng vi s pht trin nhanh chng ca cng ngh in t ang ngy cng rt ngn dng i mt sn phm khin cho vic mua sm, thay i dng in t din ra lin tc v ngy cng si ng, Nguyn Kim nhanh chng xc nh hng m rng h thng bn l hin i cng tham vng chim lnh th trng Qu thc, nu da vo s liu nghin cu th trng, ta thy Nguyn Kim ang c th phn 2945 % (ty theo sn phm) th trng hng in my, in lnh v k thut s ca c nc. Tp ch bn l chu Retail Asia va cng b kt qu kho st th trng bn l ca 14 quc gia v vng lnh th khu vc chu Thi Bnh Dng. Theo , 7 nh bn l hng u ca Vit Nam c nh gi cao theo th t l Saigon Co.op mart, SJC, PHJ, Nguyn Kim, Mobile word, Big C, Parkson. Tnh v doanh thu trn mi mt vung kinh doanh, Nguyn Kim t hiu qu cao nht vi 311,5 triu ng/m2/nm so vi Saigon Co.op ch c 18,9 triu ng/m2/nm. 3 nh gi hot ng ca mi trng v m a) Nhn t chnh tr - php lut Mi trng ny gm c lut php, cc c quan nh nc v nhng nhm gy sc p c nh hng v hn ch cc t chc v c nhn khc nhau trong x hi. Mi ngnh ngh kinh doanh u c vn bn php lut iu chnh ring, mang tnh cht iu chnh, nh hng quy nh v hot ng phi theo hin php v php lut.S thay i ca yu t chnh tr - lut php nh hngmnh m ti cc php nhn kinh t, nh hng ti hot ng sn xut kinh doanh ca ngnh.Chnh tr Lut php n nh s to ra mt mi trng kinh doanh thun li - Lut v chng c quyn. - Lut Thu

- Chnh sch kinh t - gio dc - Chnh sch lao ng tin lng - Lut lao ng Vit Nam l quc gia c ch chnh tr n nh nht khu vc Chu Thi Bnh Dng, iu thu ht s quan tm ca cc nh u t.Ngoi ra, vic chnh sch m rng th trng kch thch u t gip doanh nghip tip cn c nhiu khch hng hn Mt khc, vic Quc hi Vit Nam la chn t tng chnh ci cch v th h lnh o mi th hin quyt tm ca Vit Nam trong vic ci thin v th trong cng ng quc t qua con ng pht trin kinh t. Trong nhng nm va qua Vit Nam ban hnh nhiu vn bn, lut cng nh thng t, ngh nh to nn mt cch c bn hnh lang php l cho hot ng kinh doanh. c bit l Lut cnh tranh v Lut thng mi. Vit Nam ang tng bc ni lng chnh sch bo h mu dch thng qua lch trnh ct gim thu quan ti khu vc mu dch t do ASEAN (AFTA),v gia nhp t chc thng mi th gii (WTO). Mc d h thng php lut cn nhiu bt cp v hn ch, nhng nh vo nhng iu khon lut php nh lut bo v bn quyn, chng hng gi hng nhi, chnh sch bo v mi trng m doanh nghip to c nim tin, gi vng thng hiu trong lng khch hng.T ngy 01/01/2006 th thu nhp khu i vi cc mt hng in t ch cn 0 5% iu ny cho thy Nguyn Kim s c c hi tip cn trc tip cc hng ho t cc nc ASEAN nhm phc v khch hng ngy mt tt hn. Tm gn, tnh hnh chnh tr ti Vit Nam c th gii nh gi l kh n nh, cng nh trong thi gian qua Vit Nam c nhng ci cch v lut php nhm ci thin mi trng u t, to ra nhng iu kin thun li cho Nguyn Kim cng nh cc doanh nghip khc yn tm u t vo hot ng kinh doanh. Hn ch ca nhn t ny n doanh nghip l Lut thu cha n nh, hng ro thu quan ln, thu cao lm cho gi c tng cao so vi cc quc gia khc lm cho khch hng phi cn nhc khi mua sn phm. b) Nhn t kinh t Th trng cn c sc mua v cng chng. Sc mua hin c trong mt nn kinh t ph thuc vo thu nhp hin c, gi c, lng tin tit kim, n nn v kh nng c th vay tin. - T l lm pht - Li sut - Cn cn thanh ton - Thu chi ngn sch - T l tit kim ca doanh nghip Nn kinh t Vit Nam ang trn pht trin, tc tng trng kinh t tng dn qua cc nm, thu nhp ca dn c tng cho thy kh nng tiu th sn phm cao,tng kh nng thanh ton ca khch hng, tng sc mua ca x hi.Nhp tng trng GDP bnh qun u ngi qua hng nm giai on 2005 2010 l 16,7 % ; dn s v trnh dn tr tng nhanh to iu kin m rng th trng. Thu nhp bnh qun u ngi cao, nhu cu s dng sn phm tng, a dng ha nhu cu, lm thay i c cu th trng, tng cu.c bit, th trng quc t ngy cng m rng , to iu kin cho doanh nghip hp tc pht trin , t gi hi oi tng cao gip cho kim ngch xut khu tng.

Hn ch ca nhn t kinh t i vi doanh nghip l Vit Nam m ca nn kinh t th trng ( gia nhp WTO ) to nn nhiu i th cnh tranh - nhiu tp on bn l hng mnh trn th gii v khu vc ra nhp th trng Vit Nam.Tc tng trng kinh t thp, t l lm pht cao lm hn ch s pht trin ca doanh nghip.Nm 2010 t l lm pht ca Vit Nam 11,75% tng 2,75% so vi nm 2009 ,qu I nm 2011 l 12,79%.tng 2,75% ; t l tht nghip l 2,88% c) Nhn t x hi vn ha t nng nghip gim chuyn sang t xy dng, giao thng v khu dn c. t xy dng tng pht trin cc khu cng nghip tp trung, cc khu hnh chnh, khu vn ho, gio dc o to, y t, vn ho, th thao, an dng, ch, cng vin xanh . Cc chuyn vin d bo iu chnh hot ng quy hoch ngnh thng nghip trn cc quan im nh thc hin np sng vn minh thng nghip, u tin pht trin trung tm thng mi, siu th trn a bn TP.H Ni thay dn cc ch hin ti (Ngun: Th.S Nguyn nh Chnh). Siu th in my Nguyn Kim to lc ngay ti Trung tm TP.H Ni ( ph Trng Thi), y l iu thun li cho Nguyn Kim trong vic thu ht khch hng khng ch t TP.H Ni m cn t cc tnh ln cn nh Bc Ninh, Ha Bnh Trong nhng nm ti thin tai s nh hng ln n mi quc gia, theo xu hng ngy cng xu i s tc ng n kh nng tiu dng ca ngi dn v s thit hi kinh t s tc ng n sc mua. * Mi trng x hi, dn c Mi trng x hi, dn c nh hng n hot ng ca cng ty, cc t chc thuc nhiu ngnh trong nn kinh t c th to ra c hi v nguy c trong qu trnh hot ng kinh doanh. GDP bnh qun u ngi (USD) cng lin tc tng qua cc nm. Ngun: Thi bo kinh t Vit Nam, kinh t 2008 2009 ta thy GDP bnh qun u ngi ti Vit Nam lin tc tng qua cc nm, t 737,3 USD nm 2008 tng ln 913,8 USD nm 2009. iu ny, chng t l mc sng ca ngi dn ngy cng c ci thin. Do , ngi dn c th chi tiu nhiu hn cho cc nhu cu ca mnh. Theo thi bo kinh t Vit Nam th t l tht nghip thnh th gim lin tc qua cc nm t 2003-2008. C th, t 6,9% nm 2004 xung 4,65 % nm 2007 v nm 2009 gim cn 3,3%. Theo cng ty nghin cu th trng GFK Vit Nam, cng b cc ch s nghin cu v th trng bn l cc mt hng tiu dng in t v cng ngh thng tin (CNTT) nm 2010. Theo , doanh s ca th trng ny tng 33,1% so vi nm ngoi. Dn u l mt hng in thoi di ng vi doanh s 876,5 triu la M, tng 40,3% so vi nm 2009; nhm cc sn phm cng ngh thng tin 440,7 triu la M, tng 33,2%; mt hng in t gia dng t 636,4 triu la M, tng 20,1% v in t c t 429,3 triu la M, ch tng khong 6,8%. GFK cng c tnh nm 2011, mi ngi dn Vit Nam chi 52,1 la M mua cc sn phm ny (nm 2008 v 2009 ln lt l 41,6 v 36,8 la M). Ngoi Tivi mn hnh phng c ngi dn s dng nhiu (75% dn s), cc sn phm khc c t l s dng kh thp, ch 3,5% dn s s dng my ht bi, 8% s dng my lnh v 27% s dng my git.Cng theo GFK Vit Nam d on, th trng bn l cc sn phm cp trn tip tc tng trng kh quan trong nm 2011, c t 7,3 t la M (Ngun: Thi bo kinh t Si Gn, s 36, ngy 31/03/2011). Mt cuc kho st ca Cu lc b Hng Vit Nam, cht lng cao nm 2009 cho thy, mc chi tiu ca ngi tiu dng nm 2010 cao hn nm 2009, khu vc ngi c thu nhp t 1 triu

ng/thng tr ln c mc chi tiu tng cao nht vi 43% (nm 2009 tng 38,46%), (Ngun: Bo in t Thi bo kinh t Vit Nam). Tm gn, GDP bnh qun u ngi ti Vit Nam lin tc tng qua cc nm, t l tht nghip gim trong nhng nm gn y cng nh GFK d bo v th trng bn l hng in t tng 56,1% nm 2010. Cng theo theo GFK th chi tiu ca ngi dn i vi cc sn phm hng in t trong nm 2010 cng tng hn so vi 2009 v 2008. y l mt thun li i vi Nguyn Kim trong vic m rng quy m kinh doanh gia tng cht lng dch v, v s an tm ca khch hng sau khi mua hng nhm thu ht mt s lng ln khch hng n tham quan, mua sm ngy cng tng trong thi gian ti. d) Nhn t cng ngh Trong nhng nm qua, s pht trin ca cng ngh i vi ngnh kim kh in my ch c nh hng nhng nh cung cp hng ho, i vi cc Trung tm in my th nh hng rt nhiu. C th, s pht trin ca cng ngh to ra nhng sn phm mi, lm cho mt s sn phm c tr nn li thi. S pht trin ca cng ngh thm ch lm cho mt s nh sn xut phi b mt s mu m c v thay th bng mu m khc (chng hn i vi ngnh in my: tivi Panasonic plassma thay th bng full HD ). Cc trung tm in my l nhng nh phn phi hng ho ch nh hng khi m cc trung tm ny mua mt vi mu m vi s lng ln m cc mu m ny khng kp bn ht dn ti lng hng tn kho ln. Cn i vi nhng sn phm khc th nh hng khng nhiu tr khi nh cung cp mun bn gim gi nhiu mt s mu m bn ht lng hng tn kho m khng sn xut mu m na. 4 nh gi cng cnh tranh * Tn ti cc ro cn ra nhp ngnh Hin nay,Vit Nam ra nhp WTO c hn 4 nm m rng giao thng vi nhiu nc. Ngoi ra,th trng bn l ti Vit Nam c nh gi l rt hp dn cc nh u t ncngoi. bo v cc doanh nghip nh l ni a, Vit Nam to ra ro cn ra nhp ngnh bng hip nh kim tra cht lng ENT * Quyn lc thng lng t pha nh cung ng Hin nay, Nguyn Kim cam kt vi khch hng l bn hng chnh hng. Do , vic chn nh cung cp hng ho i vi Nguyn Kim th lun c tiu ch l chn nhng nh cung cp c uy tn trn th trng. Mt s nh cung cp chnh cho Nguyn Kim nh: Canon, Electrolux, LG, JVC, Nikon, Nokia, Motorola, Panasonic, Philips, Sanyo, Samsung, Sony, Sony Ericsson, Toshiba . Nguyn Kim xy dng c mi quan h chin lc vi 8 nh sn xut ln l 8 tp on in t hng u nh Sony, JVC, Toshiba, Panasonic, Sanyo, Philips, Samsung v LG. y l nhng nh cung cp ng hnh vi Nguyn Kim trong nhng ngy u thnh lp (Ngun: Thi bo kinh t si gn, s 39-2010). Lng hng ho tiu th ti Nguyn Kim rt nhanh. N c th hin qua doanh s bn hng tng lin tc trong cc nm qua v cc chng trnh khuyn mi m Nguyn Kim tung ra u rt thnh cng. Do , hu ht cc nh cung cp hng ho u mun a hng ho vo Nguyn Kim v thng qua trung tm bn l, uy tn nh Nguyn Kim, cc nh cung cp khng nhng s t c hng ho tiu th mnh m cn c qung co hnh nh, sn phm ca mnh n vi ngi tiu dng. Bn cnh , tnh hnh ti chnh Nguyn Kim kh mnh . Nguyn Kim cn c lch chi tr tin rt r rng i vi cc nh cung cp. Do , cc nh cung cp cm thy yn tm khi lm n vi Nguyn Kim.

Thng hiu Nguyn Kim qua kho st nhn thc ca khch hng th khch hng nh gi thng hiu Nguyn Kim l mt thng hiu uy tn, tin tng v an tm khi chn mua hng ho hn cc trung tm in my khc . Cho nn, mt s nh cung cp mi mun vo Nguyn Kim phi c h tr c bit dnh cho Nguyn Kim nh gi c phi cnh tranh, tnh hnh cng n di hn . Cc nhn vin kinh doanh nhp hng ca Nguyn Kim hiu r iu ny khi m phn i vi nh cung cp. * Quyn lc thng lng t pha khch hng Nguyn Kim c 2 loi nhm khch hng l khch hng tiu dng v khch hng cng ty. - Khch hng tiu dng: i vi khch hng ny Nguyn Kim cn phi xem xt mt s vn nh sau: + Trong 3 nm t 2008-2010: doanh s bnh qun chim 92% tng doanh s bn hng ti Nguyn Kim + Sn phm ti cc Trung tm in my hu nh khng c s khc bit v cc Trung tm in my u l nh phn phi hng ho t cc nh cung cp. + Ti TP.H Ni c nhiu Trung tm in my nh Nguyn Kim, Pico, HC, Trn Anh Do xc nh khch hng tiu dng c nh hng mnh n s tn ti v pht trin Nguyn Kim. Cho nn, trong nhng ngy u thnh lp Trung tm Ban Gim c Nguyn Kim cam kt cung cp dch v tt nht vi phng chm Tt c v khch hng, tt c cho khch hng . Mt khc, trong thi gian qua Nguyn Kim th hin c uy tn thng hiu ca mnh i vi khch hng thng qua cc chng trnh khuyn mi hp dn, v i u trong vic tung ra cc chng trnh khuyn mi; thi phc v ca nhn vin lm hi lng khch hng; gi c ph hp vi cm nhn ca khch hng; hng ho phong ph, a dng; cht lng hng ho l hng chnh hng; dch v sau bn hng tt . V qua kho st t khch hng v mc lng trung thnh ca khch hng i vi Nguyn Kim v cc trung tm in my khc vi thang im 5 th khch hng vn chn Nguyn Kim l u tin s mt vi im trung bnh kh cao l 4,89 khi c nhu cu mua sm, v cng sn sng gii thiu Nguyn Kim cho ngi thn, bn b khi h c nhu cu mua smv trung tm in my khc l 2,5 i vi khch hng tiu dng, khi c nhu cu mua sm hng kim kh in my th ngi tiu dng vn u tin chn cc Trung tm in my bi v theo ngi tiu dng vic mua sm ti cc Trung tm in my lm cho h cm thy yn tm hn. V qua kho st nhn thc ca khch hng v mt s vn lin quan n vic mua sm th Nguyn Kim l Trung tm in my p ng c nhu cu khch hng cao hn cc trung tm in my khc . Do , khch hng tiu dng vn chn Nguyn Kim khi c nhu cu tham quan hoc mua sm hng kim kh in my. - Khch hng cng ty: Khch hng ny c mt s c im nh sn phm ti cc trung tm in my khng khc bit nhiu cng nh d dng thay i nh cung cp (Nguyn Kim, Pico, HC, Trn Anh). Trong 3 nm t 2008-2010 doanh s bn hng ca khch hng ny chim bnh qun 8% trn tng doanh s (xem bng 3.2) v Nguyn Kim l Trung tm duy nht ti TP.H Ni c chng trnh k hp ng vi khch hng cng ty cung cp Phiu mua hng cho nhn vin . Tuy nhin, mc tiu ca Nguyn Kim i vi khch hng ny l t hiu qu v Marketing. Do , nhm khch hng ny khng nh hng nhiu n doanh s bn hng ti Nguyn Kim.

* Cnh tranh gia cc doanh nghip trong ngnh Nhng nm gn y, ti Vit Nam ni chung v TP.H Ni ni ring, vi s gia tng ca cc Trung tm siu th mua sm (in my) mi (trong cc lnh vc nh in my, in lnh, in gia dng, k thut s, in thoi di ng ) nh Trung tm in my Ideas, HC, Trn Anh lm cho mi trng kinh doanh trong lnh vc hng kim kh in my ngy cng quyt lit hn. Nguyn Kim nm trong mi trng kinh doanh trn v phi cnh tranh vi nhiu i th. * e da t cc sn phm thay th Sn phm dch v thay th l sn phm dch v c kh nng c th tha mn nhu cu tng ng vi cc sn phm dch v trong ngnh (ngoi ra c cc nhn t v gi, cht lng ) i vi ngnh kinh doanh siu th, cc sn phm dch v c kh nng thay th chnh l mng li cc ch truyn thng , cc ca hiu nh ca tng a phng, cc ca hng gii thiu sn phm ca cc nh sn xut ln.Trong nhng nm gn y, s ra i t ca h thng cc siu th cng lm s mua sm cc ch truyn thng gim ng k.Nhng do nh hng bi phong tc tp qun mua sm ca ngi dn Vit Nam cha quen 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 (32% nm 2009) Ngoi ra, trong nhng nm gn y, s xut hin cc knh bn hng qua mng, cc knh truyn hnh chuyn bit v bn hng nh TVShopping, mua bn trc tuyn.gip cho khch hng tip cn phng thc mua sm mi l qua truyn hnh, qua th in t, fax, in thoi, internet gip tit kim ti a chi ph v thi gian cho khch hng ( c hng ti tp khch hng l gia nh bn rn, eo hp v thi gian ) V vy, hn ch s e da t cc sn phm thay th, Siu th Nguyn Kim cn tp trung vo cc gii php nhm nng cao s tin ch v nhu cu mua sm ca khch hng nh dch v gi xe min ph, giao hng tn nh, gi qu min ph.. * e da ra nhp mi Cc nh cung cp hng ho cho Nguyn Kim. Nh cung cp c th ch ng m rng th trng thng qua chin lc kt hp v pha trc ch ng v phn phi. Chng hn, Lc L phn phi cho Nguyn Kim v cc loi l vi ba hiu Ichiban, v hng gia dng khc m ra Trung tm in my Lc L trn ng Nguyn Thi Minh Khai, Q3, TP.HCM. Khu mua sm nht Phan Khang (Phan Khang) trc thuc Cng ty TNHH Phan Khan. Phan Khang tuy mi thnh lp 11/2005 to lc ti 431 Hong Vn Th v 01 Hong Vit, Qun Tn Bnh, TP.HCM. Thc cht m hnh kinh doanh ca Phan Khang c xy dng kh ging m hnh kinh doanh thu nh ca Nguyn Kim. Bi v Ph gim c c ca Nguyn Kim l Trnh Anh T tch ra kt hp vi cc gim c b phn thnh lp Phan Khang. Cc nhn vin qun l v cc nhn vin khc ti y phn ln l t bn Nguyn Kim sang. Do , cc chng trnh khuyn mi ca Phan Khang c nt gn ging Nguyn Kim. Cho nn, khi tung ra cc chng trnh khuyn mi thu ht c mt lng ln khch hng n tham quan v mua sm. Tuy nhin, v mi thnh lp cho nn thng hiu Phan Khang cn khim tn, do phi mt t nht l mt khong thi gian th Phan Khang mi xy dng c thng hiu ca mnh i vi ngi tiu dng. Cc tp on bn l khc: Metro Cash & Carry hin ang c mt ti Vit Nam. Theo d bo ca cc nh kinh t th c nhiu tp on phn phi quc t xy dng k hoch xm nhp

th trng sau khi Vit Nam vo WTO, trong c Wal-Mart. Hai tp on bn l ny c th tr thnh i th cnh tranh ca Nguyn Kim trong thi gian ti. H u c c im chung l vn ln, i ng chuyn nghip cao, mng li phn phi rng khp. Ring Metro Cash & Carry Vit Nam c ngi tiu dng bit n nh l thng hiu mnh, v hin ang tp trung vo khch hng cng ty. 5 nh gi + Cng cnh tranh trong ngnh mnh + Ngnh hp dn Chic bnh th trng ang ln dn ln (vi tc tng hn 20%/nm) v cc DN lun tm cch chim phn ln hn. V vy, trung tm in my Nguyn Kim cng phi i mt vi hng lat cc i th trong cuc chin ca th trng in my. Vi th trng trong nc, Nguyn Kim phi cnh tranh vi cc i gia bn l in my nh: Pico, HC, Trn Anh, Top Care Cc siu th in my khng ch chy ua vi nhau trong cc hnh thc khuyn mi m cn chy ua c trong vic m rng th phn. bng chng l vo thi im trc Tt nguyn n 2007, nhiu i gia xut chiu kh mnh. Phi k n t khuyn mi ca siu th in my HC,Pico vi hnh thc gim gi n 88%. Xt v tng th cuc ua khuyn mi tht s ch bng n khi doanh mun kch cu ngi tiu dng vi nhng hnh thc khuyn mi tht s vi quy m ln. Pht sng u tin cho cuc chy ua trn chnh l chng trnh khuyn mi ca hai siu th in my hng u TP.H Ni l Nguyn Kim v Pico cng mt thi im v ko di. Ln u tin, nhiu mt hng in t c gim gi xung t 10 60% so vi gi gc v ko di trong nhiu ngy. Vic s hu nhng sn phm cng ngh cao ngoi tm vi nh u thu k thut s, in thoi hin ido gi kh cao nay d dng hn vi ngi mua. V vy, khng ngc nhin, s khch hng ko n mua sm qu ng cng khin trung tm in my Nguyn Kim v Pico phi qu ti. Hng khng bn, khng p ng nhu cu ca ngi mua sm nhiu khi phi ng ca sm hn so vi thng l. Khng ch cc mt hng thng thng nh ti vi, u my, m cc loi my nh k thut s, my tnh xch tay.. cng nm trong danh sch hng khuyn mi. H qu t nhng chng trnh khuyn mi quy m ln ca Nguyn Kim v Pico khin cc ng ln cng mt hng phi ngoi nhn. Cc siu th in my khc nh Top Care, HC, Trn Anh tip ni sau vi nhiu chng trnh khuyn mi gim gi. H cng khng th thua km hn so vi hai nh giu trc . Thm chi, nhiu ni cha c lch khuyn mi cng bt buc a hng ra khuyn mi cho bng bn bng b. Ideas hin c mt chng trnh i hng c ly hng mi rt th v. Cc trung tm mua sm khc th tung ra cc hnh thc gim gi nh mua hng km tng phm hoc bc thm trng thng Mc du mc gim gi khng quy m so v nng bng cc t trc, nhng cc chng trnh khuyn mi hin nay ni tip phn no gii quyt cn kht ca ngi tiu dng. Cuc ua khuyn mi gia cc trung tm mua sm s cn tip tc v din ra si ni. Nhng vic thu ht khch hng v gi chn khch hng, l hai vn hon ton khc nhau. Hnh thc khuyn mi no cn bng c li ch gia khch hng v nh phn phi s ginh c thng li. Cuc ua khuyn mi hin nay gia cc siu th in my, ai thng ai l mt cu hi kh tr li.

Tuy nhin, c mt iu chc chn l ngi mua s c li nhiu t nhng chng trnh khuyn mi. Vi vic m rng th phn th Nguyn Kim ni ring v cc siu th in my khc ni chung u c chin lc u t theo chiu rng, khai trng nhng trung tm mi trong h thng chui siu th sn c ca mnh. Minh chng cho chin lc ca mnh, Siu th Nguyn Kim c chui trung tm mua sm Si Gn Nguyn Kim cng s c 9 trung tm bn l v n nm 2015 s c chui cc trung tm bn l trn khp cc tnh thnh ln trn c nc. Khng thua km, cc doanh nghip khc nh cng ty c phn Pico, Siu th in my Ch Ln u c chin lc pht trin chui siu th in my ca mnh trn c nc trong thi gian ti. Siu th in my Ch Ln vn ra H Ni vi siu th Hom Center (HC) v cn Pico ang pht trin chui 10 siu th in my trn ton quc. Siu th in thoi Vin Thng A cng ra mt ti H Ni, nh du vic m rng th trng ra min Bc ca mt trong nhng h thng bn l in thoi di ng gi s c doanh s ng u ti th trng pha Nam. Hin ti, Vin Thng A c 22 siu th ti TP.HCM v cc tnh nh Bin Ho, Bnh Dng, Nng v H Ni l chi nhnh th 23. Tip theo H Ni, Vin Thng A s m rng mng li sang cc tnh pha Bc khc nh Hi Phng, Qung Ninh, khu vc min trung Ty Nguyn v min ty Nam B nh Cn Th, Kin Giang vi mc tiu t 40 siu th n cui nm nay. Cng ty TNHH L Phng, mt doanh nghip chuyn kinh doanh my tnh cng ang tng bc m rng m hnh chui ca hng cng ngh cao vi gi thp nht ca mnh trn khp c nc. Trong khi mt s doanh nghip quy m nh ang ngy cng co cm li trc nhng bin ng ca nn kinh t th nhiu doanh nghip ln li mnh dn u t kinh doanh nhm cng c ch ng vng chc ca mnh trn th trng ni a. Bn cnh , vo thi im nm 2009, khi cc nh phn phi bn l nc ngoi chnh thc xm nhp vo th trng Vit Nam theo l trnh WTO th trung tm in my Nguyn Kim ni ring v cc siu th in my c nc ni chung u c chung nii lo l cc i th nc ngoi. Hin nay, tp on bn l hng u ca Nht Bn l Best Denky c mt ti Vit Nam, lin doanh vi Cng ty Thng mi v Tip th Bn Thnh (Carings) thnh lp 2 siu th in my l Best Carings ti H Ni v Cn Th. Cui nm 2008 m siu th th 3 ti a bn trng im TP. HCM. Chnh thc khai trng vo thng 12/2008 ti TP. HCM nhng ti thi im ny IT Plaza, trung tm thng mi u tin gm 75 ca hng ch chuyn kinh doanh cc mt hng IT ca tp on Sung Dau, cng c nhng ng thi tch cc nhm thm d th trng. Tp on bn l GS Retail ln nht Hn Quc k kt vi Cng ty u t v Pht trin cng nghip Bnh Dng (Becamex IDC) thu 7ha t ti Khu cng nghip M Phc III xy dng khu trung tm thng mi vi quy m ln. Cc tp on ln ca M l Best Buy v Circuit City cng ang chun b vo Vit Nam. Khi cc tp on ny vo Vit Nam, chc chn khng ch m mt, hai siu th m s l mt chui siu th ti nhiu tnh thnh. V khi th trng in my s li cng cnh tranh khc lit hn na. 6 Xy dng m thc EFAS

CC NHN T CHIN LC (1)

QUAN TRNG (2)

XP LOI (3)

TNG IM QUAN TRNG (4)

CH GII (5)

A C HI 1 Tc tng trng kinh t 2 Nhu cu ca ngi tiu dng 0,1 0,15 3 4 0,3 0,6 - Tc tng trng kinh t nhanh , n nh - Thu nhp bnh qun u ngi tng - Nhu cu chi tiu, mua sm cho gia nh tng - Mi trng kinh doanh c ci thin v ang pht trin - Cc hip nh thng mi GATT / WTO - Cc k kt thng mi trong ASEAN - Nhiu nh cung ng c uy tn v thng hiu ni ting trn th trng - Ma, gi, bo, lt tht thng - iu kin t nhin bt n - Nhiu h thng siu th in my mi c hnh thnh - Cc siu th tiu dng tham gia th trng bn l in my - Cnh tranh v gi khng lnh mnh - Cc gian ln thng mi nhiu hn - Thm nhiu tp on bn l quc t ra nhp th trng Vit Nam - Cc iu khon ca GATT / WTO - Cc ro cn thng mi quc t

3 Mi trng kinh doanh

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0,3

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0,6

0,3 3,225

Nhn xt : Kt qu trn cho thy tng s im quan trng ca Nguyn Kim t 3,225 t mc kh . iu ny cho thy kh nng phn ng ca Nguyn Kim i vi cc yu t bn ngoi l kh tt trong vic n lc theo ui chin lc nhm tn dng cc c hi bn ngoi nh tc tng trng kinh t n nh, mi trng kinh doanh c ci thin, ct gim thu nhp khu, thu nhp

bnh qun u ngi tng, chi tiu mua sm ca ngi tiu dng gia tng, ngi tiu dng thch mua sm trung tm in my, v nh cung cp hng ho c uy tn. Tuy nhin, Nguyn Kim cn phi ch n nhng yu t nh hng n s thnh cng m Nguyn Kim cha phn ng tt nh vn ma bo, l lt nhiu; gia tng cc trung tm in my mi; cnh tranh khng lnh mnh v gi v gian ln thng mi; v s m rng u t cc tp on bn l a quc gia.

III PHN TCH MI TRNG BN TRONG 1 Sn phm ch yu : Sn phm in t, in my, in gia dng 2 Th trng : Th trng bn l 3 nh gi ngun lc, nng lc da trn chui gi tr ca doanh nghip + Hot ng c bn Cn c vo chnh sch cht lng ca Nguyn Kim t nm 2009 v chnh sch phc v hin i khch hng l trng tm c qung co trn bo tui tr ngy 25/04/2006. Cc chnh sch u th hin c quyn li khch hng khi mua hng nh sau: Hng chnh hng Gi tt nht Phc v chuyn nghip Min ph 100% vt t, lp t, giao nhn. Ti Trung Tm Mua Sm Si Gn Nguyn Kim c phng Marketing do cng tc tip th ca Nguyn Kim kh thnh cng trong thi gian qua c th hin qua mt s chng trnh nh: Tun l vng ti Nguyn Kim, Nguyn Kim Mng 35 nm thng nht t nc: 30/4/1975 30/4/2010, Nguyn Kim & 1000 nm Thng LongChin dch mua sm hiu qu, K nim t chu nin v Ma mua sm Xun , Si ng Valentine 2011, qu tng M Bng Con, Nguyn Kim & n s world cup 2010, . Chnh nhng iu trn lm cho Nguyn Kim c c th mnh trong cng tc marketing trong vic thu ht khch hng n mua hng. Tuy nhin, cng tc marketing cn nhiu vn lu nh cha c marketing di hn, cn b ng, chy theo s v, cn ph thuc vo nh cung cp. Hot ng marketing ca Nguyn Kim trong thi gian qua c th nh sau: - Sn phm: Qua kho st nhn thc ca ngi tiu dng v sn phm hng kim kh in my th ngi tiu dng cho rng ti Nguyn Kim sn phm phong ph, a dng chng loi; c xut x r rng; bao b, mu m cn nguyn vn v qua phn tch One-way Anova v hng ho vi thang o 10 im li cho thy hng ho Nguyn Kim t im cao nht vi im trung bnh l 8/10 Sn phm ti Nguyn Kim rt a dng vi trn 5000 chng loi sn phm bao gm mt hng c in lnh, kim kh in my, in gia dng, vin thng: in thoi di ng, vi tnh vi cht lng n nh, v c kim tra nghim ngt trc khi trng by. Bn cnh , hng ho c cung cp bi cc thng hiu uy tn, cht lng hng u th gii nh: JVC, LG, Panasonic, Philips, Samsung, Sanyo, Sony , Toshiba, Electrolux, Canon, Nikon, Kodak, JBL, Jamo, Moulinex, Nokia, Sony Ericson, Motorola . Ngoi cc ngun hng sn xut trong nc, Nguyn Kim khai thc ti a ngun hng t cc nc trong khu vc hay trn th gii cung cp kp thi nhng sn phm mi nht ca cc ngnh hng ny. Tm li, hng ho ti Nguyn Kim vi th mnh l sn phm a dng v trn 5000 chng loi. Do , n p ng c hu ht mi nhu cu khch hng. Chng hn, v ngnh in my: khch hng cao cp nh cc Tivi Plasma, Tivi LCD n khch hng trung cp nh cc Tivi 32 inches, 42 inches v khch hng bnh dn nh cc Tivi 29 inches tr xung. - Gi c: Cn c vo chnh sch phc v khch hng hin i khch hng l trng tm c qung co trn Bo Tui Tr. Nguyn Kim a ra chnh sch gi l: Gi tt nht u ny cng to nn nim tin cho khch hng khi mua hng ti Nguyn Kim. V khi khch hng tin

l c mua vi gi tt nht trong nhn thc ca khch hng th khch hng s hi lng hn vi s tin mnh b ra so vi gi tr mnh nhn c. iu ny, mt khi hi lng v s tin m mnh b ra trong vic mua hng ti Nguyn Kim th trong trng hp nhng ngi thn, bn b (gi l nhng ngi thn) c nhu cu mua sm hng ho v kim kh in my th Siu th in my u tin m h gii thiu cho nhng ngi thn l Nguyn Kim v nh vy ngha l chnh nhng khch hng ny gii thiu khng cng cho Nguyn Kim hay ni cch khc chnh nhng khch hng ny t tip th v thng hiu Nguyn Kim thng qua gi c m nhn chng sng chnh l h. V qua kho st nhn thc ca ngi tiu dng ti cc trung tm in my trong TP.H Ni v gi c th ngi tiu dng cho rng ti Nguyn Kim l c nim yt gi v bn theo ng gi nim yt tt hn cc trung tm in my khc. Vi kt qu phn tch One-way Anova v gi c nh gi 6/10 im cho Nguyn Kim - Phn phi: Hin nay, ti Nguyn Kim c 2 knh phn phi l: + Knh bn l trc tip n tay ngi tiu dng: bao gm 6 ca hng chnh: Ca hng in my, ca hng in lnh, ca hng gia dng, ca hng k thut s, ca hng in thoi di ng v ca hng vi tnh (ca hng vi tnh chnh thc hot ng tr trong thng 09/2006). + Knh kinh doanh tng hp: Phc v cc khch hng c th nh d n, cng ty, khch sn, nh hng, tr gp, trang b h thng nh mu ti cc chung c cao cp, khch hng thn thit nh CocaCola, P&G, Unilever . Trong knh kinh doanh tng hp ny Nguyn Kim c u th hin nay so vi cc Trung tm in my khc ti TP.H Ni: Pico, HC, Trn AnhSiu th in my Nguyn Kim l siu th in my duy nht ti TP.H Ni c chng trnh k hp ng vi khch hng cng ty cung cp Phiu mua hng cho nhn vin . u im ca chng trnh ny l cc cng ty lm chng trnh khuyn mi trong ni b hay ngoi cng ty thay v tng tin, th chuyn sang tng qu m nhiu khi hng ho th c ngi c, c ngi cha. Cho nn tng Phiu mua hng cho nhn vin h t do chn la nhng sn phm no m mnh thch. Tuy nhin, ta thy knh phn phi chnh ca Nguyn Kim l knh bn l trc tip cho ngi tiu dng, trong 3 nm t 2008-2010 th doanh s bnh qun ca knh bn l trc tip cho ngi tiu dng chim 92% trong tng doanh s bn hng, cn knh kinh doanh tng hp ti Nguyn Kim ch chim 8% trong tng doanh s. iu ny nh phn tch trn l knh kinh doanh tng hp thc cht l mt phng ban v mc tiu chnh vn l t hiu qu v marketing. Nguyn Kim c nh gi 5/10 cho chnh sch ny. * Thi phc v ca nhn vin: Cn c vo chnh sch cht lng ca Nguyn Kim th Nguyn Kim c phng chm hot ng kinh doanh nh sau: Tt c v khch hng, tt c cho khch hng. Phng chm ny n su vo tt c nhn vin ti Nguyn Kim. N c biu hin qua s phc v khch hng trong bn hng ti Nguyn Kim.Trong thi phc v ca nhn vin ti Nguyn Kim th nhn vin lun nhit tnh, tn tm t vn hng ho v nim n n tip khch hng ngay khi khch hng bc vo Nguyn Kim. Nhn vin nhit tnh khng nhng i vi nhng khch hng c nhu cu mun mua hng m cn i vi nhng khch hng cha c nhu cu mua hng. Chng c th hin r nht l th by t khen gi ca khch hng Bi Vit Hoa

gi n Ban lnh o Siu th Nguyn Kim iu ny to nn mt tm l tho mi cho ngi tiu dng khi bc vo Siu th in my Nguyn Kim v sau khi tm hiu sn phm mt cch r rng, i vi nhng khch hng cha c nhu cu c th i mua hng hoc v nh suy ngh li hoc gii thiu cho ngi khc mua hng v nhn vin y phc v chuyn nghip . Tuy nhin, tt c nhn vin Nguyn Kim khng ngh nh vy trong u mnh khi t vn sn phm cho khch hng m lun ngh n phng chm hot ng kinh doanh ca Trung tm l Tt c v khch hng, tt c cho khch hng. ng nhin, Nguyn Kim p dng phng chm ny m nu c khch hng cm nhn ng nh vy th tt nhin nhng iu trn phi xy ra v thng hiu Nguyn Kim to c n tng tt i vi khch hng khi khch hng n Trung tm mua sm hoc tham quan. V qua kho st nhn thc ca ngi tiu dng v thi phc v ca nhn vin ti cc trung tm in my trong TP.H Ni vi thang o im th Nguyn Kim c thi phc v ca nhn vin i vi khch hng l tt nht, v c im trung bnh cao nht vi s im l 7/10. + Hot ng b tr * Dch v sau bn hng: B phn giao hng min ph, ly tin sau khi giao hng v c ch dng th sau 5 ngy k t ngy mua hng l mt u th i vi Nguyn Kim. Mt khc, ti Nguyn Kim c b phn bo hnh iu ny gip khch hng yn tm sau khi mua hng v trong thi gian bo hnh nu khch hng c s c xy ra i vi sn phm mua ti Nguyn Kim th ch cn in thoi n b phn bo hnh l c nhn vin bo hnh n tn nh xem xt v gii quyt s c. Ngoi ra, th hin Nguyn Kim quan tm n khch hng sau khi mua hng, ng thi nhm mc ch ch ng chm sc sn phm cho khch hng, khng i khch hng khi c s c v sn phm mi gi in thoi n Nguyn Kim, cng nh gip khch hng an tm hn khi mua hng ti Nguyn Kim. Siu th Nguyn Kim thnh lp trm chm sc khch hng lu ng vo thng 06/2008. Tc l, khng i n khi khch hng cn, c sau 5 7 ngy khch mua hng, trm gi in thoi v c nhn vin n tn nh kim tra tnh trng hot ng ca my mc, nu pht hin ra li k thut, nhn vin k thut s trc tip lin h vi chnh hng sa cha hay i sn phm khc cho khch, hoc nu khch hng s dng cha ng th s c hng dn. i vi khch hng s dng qua 6 thng, nhn vin ca Trm cng s n tn ni gim nh tin hnh bo dng. Nu sn phm cn trong thi hn bo hnh m c h hng, Trm s chu trch nhim lin h vi chnh hng phn nh nhng khiu ni ca khch hng, gip cho vic sa cha c nhanh hn. Tt c u c min ph. Trong giai on u, Trm s kim tra k thut, t vn i vi my lnh, my git, Tivi, t lnh, dn m thanh. Vic ch ng chm khch hng ca Nguyn Kim c cc hng ng h bi n th hin trch nhim ca nh phn phi i vi nh sn xut ln ngi tiu dng. V ng nhin Trm ny c s h tr v ti chnh v hun luyn chuyn mn k thut ca cc hng nh JVC, LG, Panasonic, Samsung, Sanyo, Sony v Toshiba. V qua kho st nhn thc ca khch

hng v dch v sau bn hng ti cc trung tm in my trong TP.HCM th Nguyn Kim thc hin tt hn so vi cc trung tm in my khc v dch v sau bn hng c th l v dch v giao hng tn nh, thc hin ng cam kt v ch bo hnh hng ho v nhong chng gii quyt vn khi khch hng c khiu ni v sn phm. c th hin nh lng qua phn tch One-way Anova v dch v sau bn hng th Nguyn Kim c im trung bnh cao nht l 8/10 Tm li, thi phc v ca nhn vin v dch v sau bn hng l 2 th mnh hin nay ca Nguyn Kim. Do , trong phn xy dng chin lc kinh doanh Nguyn Kim cn phi duy tr v pht huy 2 li th ny. - Qung co, chng trnh khuyn mi: Qua kho st nhn thc ca khch hng v chng trnh khuyn mi ta thy khch hng u cho rng Nguyn Kim c nhiu chng trnh khuyn mi v chng trnh khuyn mi hp dn hn so vi cc trung tm in khc, v qua phn tch One-way Anova vi th Nguyn Kim c im l 5/10 Hot ng qung co, chng trnh khuyn mi c th hin c th nh sau: T nm 2003 n hin nay, hot ng qung co ca Nguyn Kim c ch hn vi cc hnh thc: Qung co Tivi, bo, i v cc s kin do Nguyn Kim ti tr u thnh cng nh thu ht c s ng ca khch hng. C th, nh phong tro vn ng ti tr cho Sea Games 22 nm 2003 c cc tp on in t nh JVC, LG, Panasonic, Philips, Samsung, Sony, Sanyo v Toshiba ng h mnh m, c bit vi hnh thc ti tr trc tip cho i tuyn bng nam Vit Nam v vn ng vin Vit Nam ot huy chng vng phn no gp phn nng cao thu nhp cho cc vn ng vin, hn na phong tro khi dy c phong tro ti tr t ngi hm m i vi th thao nc nh. Vi tinh thn , Nguyn Kim li mt ln na cng cc tp on in t JVC, LG, Panasonic, Philips, Samsung, Sony, Sanyo v Toshiba cam kt ti tr cho i tuyn bng nam Vit Nam tham d Sea Games 23. V th hin quyt tm cho phong tro vn ng ny, Nguyn Kim cng vi cc tp on in t ti tr chng trnh bnh lun trc tip v nhn tin d on kt qu thi u sut 64 trn ca World Cup 2010 trn HTV2, HTV7, HTV9, Nguyn Kim a ra chng trnh khuyn mi Nguyn Kim v n s world cup 2010 din ra t ngy 19/05/2010 n 19/06/2010. Theo s liu ca B phn Marketing Nguyn Kim th chng trnh khuyn mi Nguyn Kim v n s world cup 2010, trong thi gian khuyn mi lng khch n tham quan v mua sm c t khong 8000 lt khch mi ngy, ring ngy ch nht con s ln ti 10000 lt khch hng. S lng khch hng mua sm tng gp i trong thi gian ny. Sn lng tiu th tng 50% so vi nhng ngy thng. Hay i vi chng trnh khuyn mi Chin dch mua sm hiu qu, Nguyn Kim kt hp vi cc Tp on in t Sony, Sanyo, Toshiba v LG ti tr nhng l hng in t gia dng tham gia chng trnh: Tivi, My git, T lnh, u DVD vi nhng model ph bin hin nay v ph hp vi sinh hot gia nh. Mc ti tr: Cc tp on in t h tr bnh qun 25% gi bn l cho mi sn phm tu theo tng sn phm. Thi gian din ra ch trong 3 ngy 08, 09 v 10 thng 12 nm 2010. Theo s liu t b phn Marketing Nguyn Kim th kt qu chng trnh nh sau: S lng khch tham quan ti Nguyn Kim tng t bin, so c vi nhng lc cao im, c tnh t khong 20.000 lt khch hng mi ngy,

ring ngy ch nht, con s ln ti 25.000 lt khch hng. S lng khch hng mua sm tng gp nm ln trong thi gian ny. Bn ngnh hng Tivi, T lnh, My git v u DVD p ng c nhu cu ca ngi tiu dng. Sn lng tiu th trong thi gian thc hin chin dch tng gp 5 ln so vi nhng lc cao im thc hin khuyn mi. K hoch hng ho m cc hng ti tr cho chin dch c tiu th 100% trong 03 ngy thc hin. 4 Xc nh cc nng lc cnh tranh + Thng hiu: Qua kho st nhn thc ca khch hng v thng hiu ti cc trung tm in my trong TP.H Ni th ngi tiu dng cho rng thng hiu Nguyn Kim l thng hiu uy tn, c khch hng tin tng, thng hiu mang n cho khch hng s an tm khi quyt nh mua sm hng kim kh in my v khi c nhu cu mua sm hng kim kh in my th h u tin chn thng hiu Nguyn Kim hn so vi cc thng hiu ti cc trung tm in my khc. iu ny, th hin qua vic phn tch One-way Anova, v thng hiu vi thang o 10 im th thng hiu Nguyn Kim c im l 6/10 Thng hiu Nguyn Kim cn c th hin qua chnh sch phc v hin i khch hng l trng tm. C th Nguyn Kim thc hin chnh sch: Hng chnh hng Gi tt nht Phc v chuyn nghip Min ph 100% vt t, lp t, giao nhn. Tt c nhng chnh sch trn c Nguyn Kim thc hin ng theo cam kt ca mnh trong thi gian qua. Nguyn Kim cn dnh thm cho khch hng nhng gi tr gia tng khc nh trng by hng ho d nhn thy chng loi hng ho, p mt v d la chn sn phm v qua cuc kho st nhn thc ca khch hng v trng by hng ho ti cc trung tm in my trong TP.H Ni vi thang o 10 im th Nguyn Kim c im 7/10.Trng by hng ho ti Nguyn Kim hin nay nh sau: tng 1 trng by cc mt hng: vi tnh, in thoi di ng, cc sn phm k thut s; tng 2: ngnh hng in my nh Tivi, loa v cc dn my nghe nhc; ng 3: ngnh hng in lnh nh t lnh, my git, my iu ho; tng 4: ngnh hng in gia dng nh bp gas, l viba, ni cm in, my sinh t Theo s ca Bo Ngi Lao ng ngy 15/09/10. Vi tng din tch hn 5000 m2 Siu th in my Nguyn Kim l Siu th mua sm chuyn ngnh ln nht Vit Nam hin nay. Mt khc, khng nh vic Nguyn Kim cung cp hng chnh hng, Nguyn Kim cng phi hp vi Bo Ngi Lao ng t chc hi tho s dng hng chnh hng vi tn hi tho Chng trnh h tr thng tin v hng dn tiu dng hng chnh hng nhm gip khch hng chn ng nhng sn phm cht lng tt + Ti chnh: Nhn chung tnh hnh ti chnh ca Nguyn Kim l kh quan. Bn cnh , hin nay Nguyn Kim c c phn ti mt s ngn hng, cng ty. Chng hn, ti Ngn hng Eximbank Vit Nam, Nguyn Kim u t 152 t ng mua c phn ca Ngn hng Eximbank Vit Nam (Ngun: thng tin t phng Marketing Nguyn Kim) hay Nguyn Kim c c phn ti Cng ty Bch Ho in My TP.HCM, Nguyn Kim mua 33% c phn trn tng vn 30 t ng ca Cng ty Bch Ho in My TP.HCM (Ngun: www.seaco-vn.com ). Qua ta thy tnh hnh ti chnh ca Nguyn Kim l kh mnh v vic Nguyn Kim nu c nhu cu vay vn th cc ngn hng, hay cc t chc tn dng khc s sn lng cho Nguyn Kim vay vn v Nguyn

Kim ang hot ng kh hiu qu hin nay v qua vic Nguyn Kim c c phn ti Ngn hng Eximbank vi s tin b ra mua c phn ln n 152 t ng v mt s cng ty khc. + Nhn s: Nguyn Kim lun t vn nhn s ln hng u, quyt nh n s sng cn ca doanh nghip. Lc lng nhn s hin nay ca Nguyn Kim l 1380 ngi, trong i hc chim 15%, cao ng - trung cp chim 12%, cn li 73% l ph thng trung hc v di ph thng trung hc . Mt s vn v nhn s cn lu hin nay ti Nguyn Kim l: V o to: Hin nay, nng lc ca Phng Nhn s Hnh Chnh (NSHC) khng nng lc c th o to ht c i ng nhn vin hin nay. Vic o to ch yu l do cc trng n v truyn t li kinh nghim cho nhn vin. V bin ng nhn s cp cao: Hin nay, ti Nguyn Kim, mc bin ng nhn s cp cao (cp iu hnh cng ty) rt nhanh. Theo s liu ni b Nguyn Kim, th trong vng 3 nm t 2008-2010: c 6 ln bin ng nhn s cp cao. iu ny, l do Tng Gim c mun khai thc cht xm trit nhm phc v cho cng tc kinh doanh. Do , n gy ra tm l khng thoi mi i vi cc qun l cp trung v nhn vin. V lng, thng cho nhn vin: Hin nay, h thng lng ti Nguyn Kim l kh tt, thng bng hoc cao hn so vi cc trung tm in my hin nay. Ngoi ra Nguyn Kim cn c ch thng khng ch cho b phn kinh doanh (khong t 30% - 40%/thng trn tng qu lng ca b phn kinh doanh) m cn i vi nhng vi nhng b phn khng trc tip kinh doanh nh nhn s, marketing, bo hnh, giao nhn, ti chnh k ton, cng ngh thng tin . N tu thuc vo doanh s t c hng thng ca b phn kinh doanh. V chnh sch phc li: Nguyn Kim c chnh sch phc li cho nhn vin nh bo him y t, x hi, t chc tham quan, thng nm, thng nhn vin phc v khch hng tt, thng nng trong nhng trng hp bn hng khuyn mi t doanh s cao. C th, nh trong chng trnh khuyn mi Chin dch ti tr trc tip mua sm hng chnh hng din ra vo ngy 9,10,11 thng 12 nm 2019. Kt thc chng trnh khuyn mi mi nhn vin c thng l 500.000 . + Hot ng qun tr c th hin qua cc yu t sau: Hoch nh: Cng tc hoch nh chin lc do Ban Gim c m nhn cho nn huy ng c sc mnh tp th trong vic hoch nh chin lc. Nhng k hoch kinh doanh trong qu ca cc b phn, th c s phi hp cht ch gia Trng n v v b phn kinh doanh nhp hng trnh trng hp hng ho nhp v khng ph hp vi tnh hnh kinh doanh thc t. Tc l hng qu cc k hoch kinh doanh do Trng b phn ra phi kt hp vi b phn nhp hng. Sau , b phn nhp hng trnh ln Ban gim c v trn c s Ban gim c a ra cc k hoch kinh doanh trong qu. T chc: C cu t chc ca Nguyn Kim hin nay qu tp trung vo Tng gim c . V c nhiu vic cng lc phi tp trung vo Tng gim c cho nn thng xy ra s c tn ng cng vic v vic khng x l thng tin kp thi cng s nh hng trong cng vic i vi cc b phn chc nng.

Lnh o: Chc nng lnh o c thc hin kh tt mc ton cng ty, cc b phn c s phi hp ln nhau, nhm thc hin nhng chin lc, k hoch t Ban gim c giao xung hon thnh cc ch tiu chung ca ton cng ty. Kim sot: Vic kim sot v ti chnh, bn hng, hng tn kho, chi ph c thc hin kh tt thng qua cc phn mm vi tnh ho. Tm li, cng tc qun tr ti Nguyn Kim nhn chung c thc hin kh tt mc ton cng ty v cng l mt trong nhng l do m Nguyn Kim tn ti v pht trin trong thi gian qua. +H thng thng tin Nguyn Kim c phng cng ngh thng tin cho nn vic ng dng vi tnh ho ti Nguyn Kim kh tt. N c th hin qua cc yu t sau: Nguyn Kim s dng phn mm BM (Business Management) trong vic vi tnh ho i vi hot ng kinh doanh cc khu qun l, thc thi, gim st. Bn cnh , Nguyn Kim thc hin vic ni mng gia cc b phn, nn vic truy cp thng tin, x l, vic ni kt d liu phc v bn hng, mua hng, giao nhn hng ho l kh tt. Chnh vic vi tnh ho ti Trung tm l c s cho vic thc hin mc tiu vn phng khng giy. V iu ny cng gp phn gip Trung tm tit kim c khng t chi ph. Trung tm cng thit lp c mi lin lc trc tip v nhanh chng trong vic phc v khch hng thng qua h thng mng, th in t v trang web. 5 V th cnh tranh ca doanh nghip * Mnh 6 Xy dng m thc IFAS
CC NHN T BN TRONG (1) QUAN TRNG (2) XP LOI (3) TNG IM QUAN TRNG (4) CH GII (5)

A IM MNH 1 Thng hiu 2 Hng ha 3 i ng nhn vin 4 Dch v sau bn 5 - ng dng cng ngh B IM YU 1 Bin ng nhn s 2 Trnh nhn vin 3 Qung co di hn 4 Phng php qun tr 5 C cu t chc TNG

0,1 0,15 0,15 0,05 0,05 0,1 0,15 0,05 0,1 0,1 1.00

4 3 3,5 3 3 2 3 2 2,5 2

0,4 0,45 0,525 0,15 0,15 0,2 0,45 0,1 0,25 0,2 2,875

Nhn xt: Qua bng ta thy s im quan trng tng cng l 2,875 cho thy Nguyn Kim c mi trng ni b trung bnh - kh vi nhng im mnh quan trng nh: Thng hiu, chng trnh khuyn mi, hng ho, trng by hng ho, thi phc v ca nhn vin, dch v sau bn hng, gi c, ng dng h thng vi tnh vo qun l v tnh hnh ti chnh. V y cng chnh l nng lc ct li ca Nguyn Kim (theo GS. Tn Tht Nguyn Thim: Nng lc ct li l tt c cc kin thc, cng ngh, k nng v kinh nghim c bn cho hot ng ca doanh nghip v mang n cho doanh nghip tnh c th ring bit). Tuy nhin, Nguyn Kim vn cn nhiu im yu nh bin ng nhn s cao cp, o to v pht trin i ng nhn vin, trnh nhn vin v qung co di hn. 7 Thit lp m thc TOWS im mnh im yu 1. Thng hiu. 1. Bin ng nhn s cao cp. 2. Chng trnh khuyn mi. 2. o to v pht trin i ng 3. Hng ho. nhn vin. 4. Trng by hng ho. 3. Trnh nhn vin. 5. Thi phc v ca nhn vin. 4. Qung co di hn. 6. Dch v sau bn hng. 7. Gi c. 8. ng dng h thng vi tnh vo qun l. 9. Tnh hnh ti chnh. C hi Chin lc S O Chin lc W O 1. Tc tng trng S1,S2,S3,S4,S5,S6,S7+O1,O4, Chin lc pht trin ngun kinh t n nh. O5,O6,O7: nhn lc. 2. Mi trng kinh Chin lc thm nhp th W3,W4+O1,O4,O5,O6,O7: doanh c ci thin. trng. Chin lc m rng mng 3. Ct gim thu nhp S1,S2,S3,S5,S6,S7,S8,S9+O2, li mng phn phi. khu. O4,O5,O6,07: 4. Thu nhp bnh Chin lc pht trin th qun u trng. ngi tng. S1,S8,S9+O1,O5,O6: 5. Chi tiu mua sm Chin lc a dng ho hot ca ngi ng ng tm. tiu dng gia tng. 6. Ngi tiu dng thch mua sm cc trung tm in my. 7. Nh cung cp hng

ho c uy tn. Thch thc Chin lc S T S1,S8,S9+T2,T4: Chin lc W T 1. Vn ma bo, l Chin lc lin doanh. W1,W4+T2,T3,T4 lt nhiu. S1,S2,S3,S4,S5,S6,S7+T1: Chin lc khc bit ho. 2. Gia tng cc trung Chin lc tng cng qung co, W4+T1,T2,T4: tm in my mi. khuyn mi. Chin lc tng cng 3. Cnh tranh khng S1,S2,S3,S4,S5,S6,S7,S9+T 2,T4: qung co, khuyn mi lnh mnh v gi v Chin lc pht trin th trng. gian ln thng mi. S1,S2,S3,S4,S5,S6+ 4. S m rng u t T2,T3,T4: ca cc tp on bn Chin lc khc bit ho. l a quc gia. III CHIN LC CA DOANH NGHIP + Chin lc tp trung:doanh nghip s dng chin lc tp trung : va dn u v chi ph v va to s khc bit ha v sn phm, dch v + Chin lc dn u v chi ph Chnh sch gi ca Nguyn Kim l thc hin gi tt nht (gi chnh hng), v qua kho st nhn thc ca khch hng th h cho rng Nguyn Kim c mc gi tt . Do i vi b phn kinh doanh nhp hng th khi m phn vi cc nh cung cp th phi c gng t c yu cu cam kt trn ca Nguyn Kim i vi khch hng. Mun t c gi tt nht th ng nhin l phi cam kt v s lng tng i ln (hoc mua theo dng l) i vi nh cung cp. Hn na, b phn kinh doanh nhp hng nn da vo thng hiu Nguyn Kim, kh nng ti chnh mnh m phn vi nh cung cp nhm t c mc gi tt nht. Khi Nguyn Kim t c mc gi tt nht th Nguyn Kim s truyn nhng u i v gi t nh cung cp sang khch hng. iu ny, li cng chng t l Nguyn Kim vn thc hin ng cam kt ca mnh. Do , khch hng cng tin tng khi mua sm ti Nguyn Kim. + Chin lc khc bit ha Nguyn Kim mnh v thng hiu, chng trnh khuyn mi, hng ho, trng by hng ho, thi phc v ca nhn vin, dch v sau bn hng, gi c. Nguyn kim a ra chin lc khc bit ho nhm hn ch nguy c t vic gia tng cc trung tm in my mi; cnh tranh khng lnh mnh v gi v gian ln thng mi v s m u t ca cc tp on bn l a quc gia. thc hin c cc chin lc ra trn th vic chun b ngun nhn lc p ng nhu cu pht trin trong tnh hnh mi l v cng quan trng. Mun thc thi chin lc i hi phi c nhng ngi qun l gii, nhng nhn vin c kinh nghim ng vai tr quan trng i vi Nguyn Kim trong vic pht trin ngun nhn lc. Vic pht trin ngun nhn lc ti Nguyn Kim c th hin qua cc cng vic sau y: V chnh sch tuyn dng, hoch nh ngun nhn lc:

+ Chnh sch tuyn dng hin nay ch yu l tuyn theo ngun ni b, do trong thi gian ti vic tuyn dng ti Nguyn Kim nn thay i v chuyn sang tuyn dng da trn tiu ch cnh tranh bnh ng, cng khai trn c s nng lc chuyn mn, gim dn vic tuyn dng thng qua ngun ni b. Cc thng tin tuyn dng nn c cng b trn website ca Trung tm, trn bo, tp ch, trung tm gii thiu vic lm nhm tm ng ngi, nng lc p ng c nhu cu trong tnh hnh kinh doanh mi. + Trong nhng t bn hng cao im nh vo ma bn hng (tp trung vo qu 1 v qu 4) hay cc chng trnh khuyn mi ko di th b phn nhn s hnh chnh nn ch ng kt hp vi cc trng n v tuyn thm nhn vin lm vic bn thi gian phc v cho vic bn hng, giao nhn p ng c nhu cu th trng. + V hoch nh ngun nhn lc. B phn nhn s hnh chnh nn c k hoch tuyn dng, o to, v hun luyn ngun nhn lc nhm p ng nhu cu pht trin kinh doanh ca Trung tm trong thi gian ti. * Gii php c th v chin lc o to, hun luyn nhn vin hin nay c thc hin nh sau: - Chin lc o to, hun luyn bn ngoi: B phn nhn s c k hoch hp tc bn ngoi buc tt c cc trng n v, b phn tham gia kho hun luyn bn ngoi (nh cc kho hun luyn do PACE Trng Doanh nhn & Gim c ti Nguyn Tri, Q1, TP.HCM t chc hin nay; hay cc Trung tm o to khc tu vo nhu cu thit yu ca tng thi im) ch yu l cc kho hun luyn v qun l nhm ci thin k nng qun l i vi cc trng n v. Trn c s c o to thm chuyn mn p ng tnh hnh kinh doanh mi. Trng n v s l u tu sau ny o to, hun luyn li cho nhn vin ca chnh b phn mnh. - Chin lc o to ti ch: y l chin lc quan trng hin hay i vi Nguyn Kim, n c th hin nh sau: Ban gim c cng ty nn giao vic o to ti ch cho phng nhn s hnh chnh kt hp vi cc trng n v b phn o to cho nhng nhn vin ca mnh. B phn nhn s: m nhn hun luyn v k nng giao tip, phc v khch hng, k nng bn hng. Trng n v, b phn: Hun luyn v chuyn mn k thut. Bn cnh , Nguyn Kim nn phi hp vi cc tp on in t (tp trung vo 8 i tc chin lc m Nguyn Kim xy dng c nh JVC, Samsung, LG, Toshiba, Sony, Panasonic, Sanyo v Philips o to chuyn su v mt k thut, nhng sn phm mi ra nhm phc v khch hng mt cch hiu qu nht trong tnh hnh mi. + i vi vic tuyn dng cc v tr quan trng th Nguyn Kim nn thng qua cc cng ty gii thiu vic lm c uy tn, hoc nhng cng ty sn u ngi c uy tn trn th trng chn c nhng ng vin tim nng, p ng c nhu cu pht trin ca Trung tm. V chnh sch thi ua khen thng, i ng: + Tip tc p dng chnh sch khen thng i vi b phn bn hng trc tip v nhng b phn khc trong Trung tm nhm ng vin, kch thch s nng ng lm vic i vi tng b phn. Hn na, Nguyn Kim cn phi c ch thng nng i vi tng b phn khi t ch tiu ngoi mong i ca Ban Gim c a xung. Chng hn nh khi tung chng trnh khuyn mi ra v

chng trnh khuyn mi ny thnh cng ngoi mong i tc l chng trnh khuyn mi lm lng khch n Nguyn Kim v doanh s bn hng tng mnh ngoi d on ca Ban Gim c. + C chnh sch i ng tt (nh tng lng trc thi hn, hoc thng cp ...) i vi cc nhn vin gii nhm m bo lc lng lao ng n nh. ng thi thng qua h, s kch thch ng vin tinh thn lm vic i vi cc nhn vin cn li trong ton Trung tm. V xy dng mi trng lm vic ti Nguyn Kim: Cc b phn ti Nguyn Kim nhn chung c s phi hp vi nhau. Do , b phn nhn s - hnh chnh cn phi duy tr c mi trng lm vic thn thin v hp tc nng hiu qu lm vic ng thi pht huy c sc mnh tp th trong Nguyn Kim. + Chin lc Sn phm :i vi 2 knh phn phi hin nay l knh bn l trc tip n tay ngi tiu dng, v knh kinh doanh tng hp cho khch hng cng ty (khch hng l cng ty, nh trng, khch sn). Ti Nguyn Kim knh bn l trc tip n tay ngi tiu dng bnh qun trong 3 nm t 2008-2010 chim 92%/tng doanh s bn hng ca Nguyn Kim. Do , trong thi gian ti Nguyn Kim cn tp trung vo knh bn l trc tip duy tr s pht trin nh hin nay. tp trung vo knh bn l trc tip n tay ngi tiu dng, trong thi gian ti Nguyn Kim cn phi ci thin v pht huy hn v dch v bn hng v sau bn hng nhm p ng nhu cu ngy cng cao ca khch hng. Qua , Nguyn Kim s cng c c khch hng hin ti cng nh thu ht c lng khch hng mi t i th cnh tranh. i vi khch hng cng ty, Nguyn Kim cn duy tr v pht trin hnh thc k hp ng vi khch hng cng ty cung cp Phiu mua hng v hin ti trong TP.H Ni, Siu th in my Nguyn Kim l Trung tm duy nht c hnh thc ny. Bn cnh , Nguyn Kim cng cn m rng vic bn hng qua mng. Hin nay Nguyn Kim c knh bn hng qua mng nhng s lng bn vn cha c nh mong mun. Tuy nhin, y s knh bn hng ph bin trong tng lai khi m x hi cng pht trin, thu nhp ca ngi dn c ci thin, v thi gian ca khch hng c gii hn th vic chn phng thc mua hng qua mng l hiu qu v tin li v n tn t thi gian i li ca khch hng. *Chin lc tip th V chng trnh khuyn mi: Hin nay, Nguyn Kim i u trong vic tung ra nhng chng trnh khuyn mi trong cc ngy l ln, cc dp v s kin ln trong nm dnh cho khch hng u rt thnh cng. Do tng sc hp dn khi mua hng i vi khch hng, Nguyn Kim nn duy tr nhng chng trnh khuyn mi ny v phi i trc i th cnh tranh duy tr, cng c khch hng hin ti v thu ht khch hng mi. Nguyn Kim, cn tung ra cc chng trnh khuyn mi c yu t bt ng vi thi gian khuyn mi ngn v i trc i th cnh tranh. iu ny, s gip cho Nguyn Kim tng doanh s bn hng v thu ht mt lng khch hng mi t i th cnh tranh. V chin lc qung co di hn: Bn cnh nhng chin lc qung co rng ri n mi tng lp dn c trong thi gian qua nhm phc v cho nhng chng trnh khuyn mi ngn hn. Nguyn Kim nn c chin lc qung co di hn nhm gi nh li hnh nh Nguyn Kim trong nhn thc ca khch hng.

V chm sc khch hng: Hin nay, Nguyn Kim c trm chm sc khch hng lu ng, nhm ch ng chm sc sn phm cho khch hng. Tuy nhin, trong hi gian ti vi nhu cu khch hng ngy cng cao v a dng, Nguyn Kim nn lp ng dy nng (ng dy ny chuyn trc tip n trng cc n v, b phn) gii quyt nhng trng hp t xut ca khch hng. Cc ca hng b phn trong Nguyn Kim u c lu tr thng tin v khch hng. Da trn nhng thng tin v khch hng, Nguyn Kim nn thit lp chng trnh c bit dnh cho nhng khch hng thn thit vi nhng u i bt ng. V ti tr: Nguyn Kim tip tc phi hp vi cc tp on in t c bit 8 tp on in t chin lc nh JVC, LG, Panasonic, Philips, Toshiba, Samsung, Sanyo, Sony tip tc ti tr cho cc chng trnh. Chng hn, chng trnh mua sm hng chnh hng hay ti tr cho cc mn th thao trong Sea Games nh bng nam v y l chng trnh c mi ngi quan tm v hiu qu mang li t chng trnh rt cao. N c th hin qua lng khch hng n Nguyn Kim tham quan, mua sm tng v doanh s bn hng cng tng trong thi qua. Qua , s nhn bit ca ngi tiu dng v thng hiu Nguyn Kim ngy cng tng ln trong tm tng ca khch hng. V thng hiu: Hin nay, qua kho st nhn thc ca khch hng v thng hiu, vi thang im 5 th ngi tiu dng nh gi thng hiu Nguyn Kim l cao nht so vi cc trung tm in my ti TP.H Ni . Do , cn tn dng uy tn thng hiu Nguyn Kim trin khai n tng b phn trong Nguyn Kim c lin quan nh b phn nhn s, b phn phc v v chm sc khch hng (bo hnh, giao nhn), b phn bn hng, b phn k ton hiu r v thc hin tt. Mc ch chnh ca xy dng thng hiu l tng s nhn thc trong tm tng ca ngi tiu dng i vi thng hiu Nguyn Kim, do cc vn lin quan n xy dng thng hiu m Nguyn Kim c th mnh nh thi phc v ca nhn vin, hng ho phong ph, a dng, trng by hng ho, chng trnh khuyn mi, dch v sau bn hng c phn tch trn cn phi c phi hp thng hiu Nguyn Kim vn tip tc tr thnh thng hiu ng tin cy khi khch hng c nhu cu tham quan, mua sm hng ho. + Gii php v nghin cu v pht trin - Thnh lp phng nghin cu v pht trin. - Nhim v ca phng nghin cu v pht trin: a ra nhng nh hng chin lc pht trin cho Siu th. Qua phn tch trn, ta thy Siu th Nguyn Kim cha c c mt s u t ng mc v di hn cho ngun nhn lc ca mnh. Hin Nguyn Kim ch c th a nhng nhn vin qun l o to ngn hn ti cc Trung tm chuyn o to qun l. Bn cnh , vic bin ng nhn s cp cao cng nh hng khng tt n m hnh pht trin ca Nguyn Kim. Do , cc k hoch, chnh sch ca phng nghin cu v pht trin khi a ra phi hn ch c nhng iu trn v gip Nguyn Kim cng c v pht trin c trong tnh hnh kinh doanh y bin ng nh hin nay. - C chnh sch thng c bit i vi b phn nghin cu v pht trin nhm kch thch ng c lm vic ca h. Nu nhng chng trnh nghin cu ca h a ra c ngha thc tin cao th n s gip to ra li th cnh tranh cho Nguyn Kim trong tng lai hoc gip Nguyn Kim khc phc c nhng ri ro t mi trng cnh tranh quyt lit nh hin nay.

IV NH GI T CHC DOANH NGHIP Phong cch lnh o chin lc ti Siu th Nguyn Kim l s kt hp ca hai phong cch va mang tnh nh hng nhim v va mang tnh nh hng con ngi. Xy dng h thng ch i ng khen thng To cc mi quan h gn gi, thn mt vi nhng ngi di quyn. Gim thiu cc xung t, pht huy thc on kt, thng nht trong cng ty. Vn ha doanh nghip th hin Thng hiu Nguyn Kim Vn ha doanh nghip th hin tiu ch v phong cch phc v khch hng

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