BI TP TNH HUNG ng Nguyn Ngc Ho (Tng gim c ca Lin Hip HTX Si Gn Coop) trnh by Chin lc Pht trin cho

h thng siu th SG Co.op khai trng siu th u tin cch y 16 nm n nay hot ng kinh doanh ca cng ty c nh gi l rt thnh cng v l nh bn l ln nht Vit Nam. Tuy nhin, hng lot cc cng ty bn l ni a cng nh cc cng ty bn l hng mnh nc ngoi (Lotte Mart, Big C) ang gia tng sc p vi SG Co.op. Lc ny phn tch trn nhiu kha cnh cho thy SG Coop ang gp nhiu hn ch, y chnh l lc SG Co.op cn c 1 chin lc tn ti v duy tr tng trng trong bi cnh cnh tranh hin nay. Cu hi: 1. Hy m t v bnh lun xu hng ca ngnh kinh doanh bn l Th gii v Vit Nam. 2. Phn tch SWOT ca SaiGon Co.op 3. Xc nh vn chnh ca h thng SaiGon Co.op liu c 1 chin lc kinh doanh no c th gip SaiGon Co.op tip tc con ng tng trng nh hin nay khng? Nu bn l Nh lnh o cao nht ca Si Gn Coop th bn nn theo ui Chin lc no? Phn bi lm: 1. Xu hng kinh doanh bn l trn Th gii v Vit Nam hin nay: Ngy nay, ngi tiu dng ngy cng hiu bit hn, yu cu cao hn v c quyn i hi cho quyn li ca mnh. Trc nhng p lc ny, cc chuyn gia kinh t th gii nh hng, ca hng bn l ngy nay khng n thun l mt a ch c th ch mua hng. Ca hng ngy nay phi l mt a im "cng ng", ni khch hng c tri nghim v khm ph nhng tnh nng ca sn phm, c t phc v...Theo nhng kt qu nghin cu th trng, 65% khch hng thng tm thng tin trc khi mua sm v 27% khch hng mua sm c nh hng ca mng internet. Trn th gii, ngnh kinh doanh bn l tip cn vi hai xu th l ca hng thc th v knh bn hng o qua website, in thoi di ng. Cc DN bn l trn th gii rt ch n vic cung cp thm cc dch v hp dn nh tp on bn l Carrefour v TESCO cung cp thm dch v du lch, vin thng v ti chnh cho khch hng ca mnh; Starbucks m rng ngnh m nhc, phim nh; c bit nh Costco cn nhn cung ng quan ti qua in thoi di ng...ni chung cng ch nhm mc ch thu ht khch hng.

i vi cc doanh nghip VN, c th xu th ny cn mi m nhng nu khng bt u lm quen v hc hi kinh nghim t by gi th c th mt vi nm na, cc DN bn l trong nc s gp kh khn ngay trn sn nh khi m cc tp on bn l nc ngoi ua nhau u t vo VN. Mt vi nm gn y, th trng Vit Nam xut hin cc chui ca hng bn l. y l mt tn hiu tt, khng nh tnh chuyn nghip trong kinh doanh nhng thc t ngoi chui ca hng thnh cng sn nh c cch qun l chuyn nghip nh Parkson, Big C, Lotte Mart, Metro... Xu hng pht trin ca th trng bn l Vit Nam ang dn thay i theo xu th hi nhp v th hiu ngi tiu dng. Xu hng pht trin ca th trng bn l Vit Nam ni ln mnh m nht l knh bn l hin i s ngy cng pht trin. Trc y, chng ta cha c knh ny m ch yu l bn hng cc ch truyn thng, cc ca hng c tnh cht gia nh, nh l. Ngi tiu dng Vit Nam ngy cng c xu hng hi nhp v dnh t thi gian hn cho vic i ch v mua sm. V vy h s theo xu hng hin i, mc d thi quen mua n ti hng ngy s cn ko di trong mt s b phn ngi dn Vit. Vi knh bn l hin i, ngi tiu dng lun ng vai tr trung tm. Quyn li ca ngi tiu dng bc u c quan tm, bo v, tuy nhin chng ta cn phi c gng rt nhiu. T pha cc nh bn l, h phi ch trng n ngi tiu dng v nu khng ch trng n vai tr ca ngi tiu dng th cc doanh nghip bn l khng th thnh cng c. Xu hng tiu dng ca ngi Vit Nam cng s nh hng cho ngnh cng nghip bn l v sn xut. Xu hng mua sm ca ngi tiu dng s l thng ip gi n cho cc nh bn l, t cc nh bn l chuyn ti cc nh sn xut l phi a n cho ngi tiu dng nhng sn phm g m ngi tiu dng ang cn. Vit Nam c nhng hnh thc nh bn l qua Internet, in thoi, tivi, catalog, k c knh bn hng a cp... a li cho ngi tiu dng rt nhiu la chn. Cc knh bn l TV, in thoi, Internet... l nhng hnh thc m

mt s nc trn th gii h s dng kh lu. Mc d vy, ngi ta vn khuyn co ngi tiu dng l nn cn trng vi hnh thc ny. Vi Vit Nam th cng nn thn trng hn vi nhng hnh thc ny bi tim n rt nhiu nguy c. Nu chng ta cha thng tin v sn phm, cha phi l ngi tiu dng thng thi, rt d tr thnh nn nhn cho nhng hnh thc la o bn hng mi ny. Xu hng ca ngi Vit Nam trong nhng nm ti l hng ti nhng sn phm sch cho mi trng, m bo cht lng, an ton v sinh. C th l ngi tiu dng khng mun s dng ti nilong nhiu qu, cc sn phm phi sch v c ngun gc, xut x r rng, hng ha bo m an ton v sinh thc phm... 2. Phn tch SWOT Si Gn Coop Ngy 12/5/1989 UBND Thnh ph H Ch Minh c ch trng chuyn i Ban Qun l HTX Mua Bn Thnh ph tr thnh Lin hip HTX Mua bn Thnh ph H Ch Minh Saigon Co.op vi 2 chc nng trc tip kinh doanh v t chc vn ng phong tro HTX. Saigon Co.op l t chc kinh t HTX theo nguyn tc xc lp s hu tp th, hot ng sn xut kinh doanh t ch v t chu trch nhim. S kin ni bt nht l s ra i Siu th u tin ca H thng Co.opMart l Co.opMart Cng Qunh vo ngy 09/02/1996, vi s gip ca cc phong tro HTX quc t n t Nht, Singapore v Thy in. T y loi hnh kinh doanh bn l mi, vn minh ph hp vi xu hng pht trin ca Thnh ph H Ch Minh nh du chng ng mi ca Saigon Co.op. Tnh n 02/2008, h thng Co.opMart c 28 siu th bao gm 16 Co.opMart TPHCM v 12 Co.opMart ti cc tnh (Co.opMart Cn Th, M Tho, Quy Nhn, Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam k, tuy Ho v Vng Tu). Co.opMart tr thnh thng hiu quen thuc ca ngi dn thnh ph v ngi tiu dng c nc. L ni mua sm ng tin cy ca ngi tiu dng. im mnh: - SaiGon Co.op l mt trong nhng doanh nghip hng u ti Vit Nam v ngnh kinh doanh bn l. - L mt doanh nghip c nhiu kinh nghim - Saigon Co.op lin tc c bnh chn l nh bn l hng u Vit Nam, Top 500 nh bn l hng u Khu vc Chu Thi Bnh Dng. - Sn phm a dng - i ng nhn vin nng ng v nhit tnh - t chng ch v H thng qun l cht lng - L mt thng hiu ni ting v c uy tn trn th trng, c ngi tiu dng tin cy. - Chui ca hng phn b rng khp

- Vn chuyn hng ho min ph n tn tay i vi ngi tin dng mua nhiu v gn a im bn. im yu: - Mt bng mt s ca hng ni thnh TP. HCM cn nh hp, gy mt an ninh trt t ng ph trong nhng ngy cao im. - Mc d c tng cng nhng h thng thu ngn i khi qu ti khng p ng, to s ch i v bc ni cho khch hng khi thanh ton. - Ca hng thng tp trung cc thnh ph ln v cc tnh ln cn, cha th n ngi dn cc vng xa hn. C hi - Nhu cu ca ngi tin dng ngy cng a dng v phong ph, nhng v c t thi gian cho vic i ch, mua smnn vic la chn siu th l xu hng tng lai. - Tip cn cc cng ngh hin i trong khu qun l v thanh ton - Hc hi cc kinh nghim v hnh thc phn phi cng nh cc cch tip cn mi m hn, hin i n vi ngi tiu dng. Thch thc - Ngy cng c nhiu s cnh tranh khc lit t cc nh u t nc ngoi (Big C, Lotte Mart,) v th phn - Cnh tranh v gi ngy cng tr nn gay gt hn. 3. Chin lc kinh doanh ca SaiGon Co.op: Tip thu nhng thnh tch t c trong giai on trc, nh hng c bn ca Saigon Co.op trong giai on mi l: Tp trung cao mi ngun lc cho hot ng kinh doanh bn l. Pht trin bn vng v nhanh chng chui siu th Co.opMart, trin khai thm nhng m hnh kinh doanh bn l hin i mi, a dng ha nhiu phn khc khch hng. Nng cao gi tr thng hiu Saigon Co.op Co.opMart v nhng thng hiu khc ca h thng

T nh hng pht trin v d on tnh hnh trong thi gian ti, Saigon Co.op xc nh nhng ch tiu trng tm cn phn u: Gi tc tng trng doanh s bnh qun hng nm l 35% Chui Co.opMart t trn 100 siu th ph kn cc qun, huyn ca TP.HCM, cc tnh ng bng sng Cu Long, min ng Nam B, Ty Nguyn v min Trung; vn ra cc tnh pha Bc v th trng ng Dng; hon chnh v pht trin chui ca hng thc phm an ton tin li Co.op Food...

Phn u duy tr v tr Nh bn l hng u Vit Nam Xy dng Saigon Co.op tr thnh mt doanh nghip HTX tiu biu c tm vc v quy m hot ng trn phm vi c nc v tng bc vn ra khu vc.

Nu l Nh lnh o cao nht ca SaiGon Co.op, chng ti thit ngh s chn la cho mnh mt chin lc kt hp song song gia Chin lc Phn phi v Chin lc cnh tranh gi thp (Pht trin thm mng li h thng phn phi dn tri v rng khp mi min, cng nh lm th no tng sn phm s n c tay ngi tiu dng mt cch nhanh chng, hiu qu, tin li nht c th vi mt mc gi tht cnh tranh).

Nhm lm bi: 1. Trn V Phng Tho 2. T Phm Trung Phc 3. Dng Th Qunh Nh 4. V Th Diu Hin 5. La Bch Lin 6. Trng Th Thm 7. Hunh Thanh H 8. ng Th Tuyt Hnh 9. Dng Th Hong Oanh 10. Trang Hong Nam 11. Nguyn Cng Khnh 12. ng Th Thu Thu