Quản trị chiến lược - Metro

LI NI U
LI M U
Trong s pht trin khng ngng ca nn kinh t, ca vn ha-x hi trn phm vi ton th gii, th i vi mi t nc, mi dn tc hay mi cng ty, mi doanh nghip v n mi c nhn trong x hi cng cn xy dng cho mnh mt quan nim, mt tm nhn chin lc bi v mi ngun lc u c hn. Lm sao cho nhng gi tr, nhng iu m chng ta to ra trong ngy hm nay phi mang tnh bn vng v c th mang n gi tr cho th h mai sau, v x hi cng pht trin, i hi ca con ngi ngy cng tng, dn s tng nhng ngun lc th li c hn nn vic Qun Tr mi vn theo mt tm chin lc l iu ht sc quan trng v cn thit. Vi Nht Bn, mt quc gia bi trn trong th chin th hai, t nc ch cn li nhng quan cnh hoan tn, sp v thm ha ht nhn khng khip. Nhng vi mt ngun lc con ngi qu bo, cng mt tm nhn chin lc ca cp lnh o a Nht tr thnh Quc gia hng u v cng ngh thng tin, sn xut t, l nn kinh t ng hng th 3 trn th gii. Vi Steve Jobs, ng vt dy Apple t mt cng ty thua l tr thnh mt cng ty hng u v sn phm thng minh, nh cao trong cng ngh v iu cng xut pht t mt tm nhn chin lc. T nhng tm quan trng nh trn, cho thy vic xy dng chin lc v qun tr chin lc l ht sc cn thit khng ch thi im hin ti m trong mi hon cnh v nn kinh t khng bao gi ng yn. c nhiu khi nim, nhiu quan im a ra v l thuyt chin lc v qun tr chin lc nh: Theo Alfred Chandler (1962), Chin lc l vic xc nh mc tiu c bn di hn ca doanh nghip, chn la tin trnh hot ng v phn b cc ngun lc cn thit thc hin cc mc tiu . Theo Ansoff H.I. (1965), c th coi chin lc nh mch kt ni chung gia cc hot ng ca doanh nghip v th trng tiu th sn phm, n bao gm bn b phn: phm vi th trng sn phm, vect tng trng (cc thay i m doanh nghip thc hin ph hp vi phm vi th trng sn phm xc nh), li th cnh tranh v s cng hng Theo trng phi ca Trng Kinh doanh Harvard, trong tc phm Chnh sch kinh doanh: Bi hc v tnh hung (1965) vi phn vit chnh ca Andrews, th chin lc l h thng cc mc tiu, mc ch c tuyn b di dng xc nh ngnh/lnh vc hot ng kinh doanh m cng ty mun tham gia,
GVHD GS.TS ON TH HNG VN TRANG 3 NHM 4
LI NI U
quy m, v tr m cng ty mun t c v cc chnh sch cn bn, cc k hoch thc hin mc tiu nh. Theo James B. Quinn (1980), Chin lc l s tch hp cc mc tiu chnh yu, cc chnh sch v cc chui hot ng ca doanh nghip thnh mt tng th. Theo William Glueck (1980), Chin lc l mt k hoch thng nht d hiu, tng hp c son tho t c mc tiu, hoc Chin lc l mt k hoch mang tnh thng nht, ton din v phi hp c thit k m bo rng cc mc tiu c bn ca doanh nghip s c thc hin. Theo Fred R. David, chin lc l nhng phng tin t ti nhng mc tiu di hn. Chin lc kinh doanh c th gm c: pht trin theo lnh th, chin lc a dng ha hot ng, s hu hng ha, pht trin sn phm, thm nhp th trng, gim chi ph, thanh l, lin doanh... nh ngha v chin lc ca Michael E. Porter, theo ng, 1) Chin lc l s sng to ra v th c gi tr v c o bao gm cc hot ng khc bit. 2) Chin lc l s chn la, nh i trong cnh tranh. im ct li l chn nhng g cn thc hin v nhng g khng thc hin; 3) Chin lc l vic to ra s ph hp gia tt c cc hot ng ca cng ty. S thnh cng ca chin lc ph thuc vo vic thc hin tt cc hot ng v s hi nhp, hp nht ca chng. Chin lc l tp hp cc mc tiu c bn di hn, c xc nh ph hp vi tm nhn, s mng ca t chc v cc cch thc, phng tin t c nhng mc tiu mt cch tt nht, sao cho pht huy c nhng im mnh, khc phc c nhng im yu ca t chc, n nhn c cc c hi, n trnh hoc gim thiu thit hi do nhng nguy c t mi trng bn ngoi. (Sch Qun Tr Chin Lc, trang 20, GS.TS on Th Hng Vn) L thuyt v qun tr chin lc: Theo Alfred Chandler, qun tr chin lc l tin trnh xc nh cc mc tiu c bn di hn ca doanh nghip, la chn cch thc hoc phng hng hnh ng v phn b ti nguyn thit yu thc hin cc mc tiu . Theo John Pearce v Richard B. Robinson, qun tr chin lc l mt h thng cc quyt nh v hnh ng hnh thnh v thc hin cc k hoch nhm t c cc mc tiu ca doanh nghip.
GVHD GS.TS ON TH HNG VN
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LI NI U
Theo Gary Smith Qun tr chin lc l qu trnh nghin cu cc mi trng hin ti cng nh tng lai, hoch nh cc mc tiu ca t chc ra, thc hin v kim tra vic thc hin cc quyt nh nhm t mc tiu trong mi trng hin ti cng nh tng lai. Theo Fred David Qun tr chin lc c th c nh ngha nh l mt ngh thut v khoa hc thit lp, thc hin v nh gi cc quyt nh lin quan n nhiu chc nng cho php mt t chc, qun tr chin lc tp trung vo vic hp nht vic qun tr tip th, ti chnh, k ton, sn xut, nghin cu pht trin v cc h thng thn tin, cc lnh vc kinh doanh t c thnh cng ca t chc Qun tr chin lc l mt khoa hc, ng thi l mt ngh thut v thit lp, thc hin v nh gi cc chin lc. Hoc Qun tr chin lc l qu trnh thit lp/ xy dng, thc thi v nh gi cc chin lc. (Sch Qun Tr Chin Lc, trang 47, GS.TS on Th Hng Vn) V hiu hn v Chin lc, tm nhn, s mng v qu trnh Qun tr Chin lc Nhm tin hnh thm nhp thc t vo mt cng ty hot ng trong lnh vc thng mi bun bn s v l: Cng ty TNHH Metro Cash & Carry Vit Nam vi n v trc tip l Metro Hip Ph tin hnh kho st, nh gi, hc hi v rt kinh nghim nhm mc ch: Tm hiu thm v mi trng Thng Mi, l chuyn ngnh m chng em ang theo hc v nghin cu. Hc hi nhng kinh nghim thc t, nhng kha cnh chuyn mn b tr cho cng vic trong tng lai. Chun b mt nn tng cn thit cho vic thc tp tt nghip v cc ti nghin cu khoa hc tip sau. Vi cc phng php nghin cu: Tip xc thc t hot ng Hi kin nhng ngi trong cng ty Tm kim cc ngun thng tin th cp trn h thng thong tin ring ca doanh nghip (Intranet) v mng Internet. Thu thp ti liu da vo cc ngun thng tin ni b, kt hp suy lun a ra cc quan im, nh gi. Trong bi tiu lun, nhm s dng Ma Trn TOWS kt hp cc im yu, im mnh t mi trng bn trong vi cc c hi, nguy c t mi trng bn ngoi nhm tm ra nhng chin lc c th p dng cho Cng ty
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TNHH Metro Cash & Carry Vit Nam trong giai on (2011-2015). V dng Ma Trn QSPM lng ha tnh hp dn, kh thi v ph hp nht vi iu kin thc t v chn ra c mt chin lc m theo nhm nh gi rt ph hp. Vi b cc bao gm 04 phn ln: Phn mt: Gii thiu v Cng ty TNHH Metro Cash & Carry Phn hai: nh gi Mi trng bn ngoi Phn ba: nh gi Mi trng bn trong Phn bn: S dng cc Ma Trn ra chin lc Nhm rt mong nhn c s gp v nhn xt ca C. Xin chn thnh cm n! DANH SCH NHM: 1.on Thanh Bnh (0909522144) 2.Trn Hunh Hi (0903824247) 3.Lm V Linh (0985191930) 4.Nguyn Hong Gia (0938026237) 5.Trnh Phng Nam (0902613983) 6.Phan Th Nga (01649652898) 7.H Vn Nht (01692330005) 8.Trn Vn Phc (0988350295)
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PHN 1. GII THIU METRO
PHN I. GII THIU V METRO

CHNG I. Tp on Metro (METRO GROUP)
METRO GROUP l mt trong cc tp on bn l ln nht v quc t ha nht trn ton th gii: Vi 283.000 nhn vin t 150 quc gia ang lm vic ti khong 2.100 ca hng 33 quc gia chu u, chu Phi v chu . Cc danh mc u t vi cc thng hiu mnh cung cp mt lot cc dch v cho khch hng c nhn v khch hng bun bn s. Tng trng li nhun di hn ca Metro Group l da trn cc gi tr chin lc: nh hng khch hng, quc t, hiu qu, tnh bn vng v i mi. Cc gi tr c phn nh trong khu hiu thng hiu ca Metro Group l Made to Trade. I.1. Cc h thng kinh doanh ca tp on Metro Cash & Carry Vi cc thng hiu Metro and Makro, Metro Cash & Carry dn u th trng th gii trong lnh vc bn s t phc v. Media Markt and Saturn Vi thng hiu bn hng ca Media Markt and Saturn s 1 Chu u trong lnh vc kinh doanh cc trung tm in t tiu dng. Real Real thc s l lnh o ca th trng trong lnh vc siu th quy m ln v thc phm ti c v Ba Lan v hot ng ca hng Romania, Nga v Th Nh K.
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Galeria Kaufhof Galeria Kaufhof dn u trong phn khc cc trung tm mua sm hin i c v th trng ti B.
Tt c cc h thng kinh doanh ca tp on Metro u t v tr dn u th trng trong phn khc tng ng v chng minh vai tr ca Metro Group trong thng mi v bn l.. Sc mnh sng to l mt trong nhng yu t thnh cng chnh ca Metro Group. L mt cng ty c tm nhn xa v hiu sut cao, Metro cng mong mun ng gp cho s pht trin xa hn v hin i ha ca ngnh bn l c hai cp , cp quc gia v cp quc t. I.2. Mt vi s liu ca Metro Group Fiscal Year Sales 2010 67.3 billion (plus 2.6 percent) 41.1 billion (61.1 percent) 2.2 billion 2009 65.5 billion (plus 3.6 percent) 39.0 billion (59.5 percent) 1.7 billion
of which abroad
Earning before Interest and Taxes (EBIT) EBIT before special items Earning before Interest, Taxes, Depreciation, Amortization (EBITDA)
billion**** 3.6 billion
2.4
billion****
2.0
3.1 billion***
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Consolidated Netincome Market Capitalization (based on Year-End Stock Price) Dividend per Share of Common Stock Locations (Outlets) Countries with Metro Presence Selling Space square Number of Staff on Annual Average Total (converted to Full-time Equivalents)
936 million 17.6 billion
519 million 13.9 billion
1.35*****
1.18
2,131 33
2,127 33
12,771,000 square some 290,000
12,629,000
286,091
CHNG II.
Metro Cash & Carry
Metro Cash & Carry l cng ty quc t hng u trong lnh vc bn s t phc v: tp trung vo khch hng, quc t ha v sng to. Khi nim c nh hng n vic gip khch hng thnh cng trn con ng kinh doanh ca ring mnh. Nm 1964, trung tm METRO u tin c thnh lp Mlheim an der Ruhr, c vi phng chm hot ng: khch hng n t mua hng v vn chuyn hng ha ca h thay v phi t hng thng qua nhiu nh cung cp.
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y cng chnh l trit l kinh doanh c o v duy nht ca METRO Cash & Carry. Ngy nay, METRO tr thnh nh bn bun hng u th gii, vi 706 trung tm 30 quc gia. Vi nhiu trung tm bun bn c nhn rng khp ni trn ton th gii, METRO Cash Carry ang mt ln na kh ng nh v th vt tri ca mnh so vi cc i th cnh tranh. METRO em n s a dng, cht lng tuyt ho, gi c cnh tranh v sn phm, dch v - t giao nhn n gii php kinh doanh c s n. METRO l chuyn gia xut sc trong vic cung cp cc sn phm ti sng. Cc trung tm ca METRO c thit k p ng vi nhu cu onestop shopping (p ng y nhu cu ti mt a im mua sm duy nht). METRO cung cp cc mt hng ph hp vi yu cu ca khch hng tng a phng. Metro Cash & Carry nhn li mt lch s thnh cng trong cc khi nim bn bun. c thnh lp vo nm 1964 c, cng ty nhanh chng lan truyn sang nhiu nc chu u, chu v Bc Phi. Truyn thng ca cng ty trong lnh vc bn bun c i km vi mt vn ha doanh nghip quc t. Pht trin ra quc t Pht trin ra quc t l mt yu t quan trng trong chin lc ca cng ty. Trong khong bn thp i qua, Metro Cash & Carry pht trin t mt ca hng phng Ty chu u v gi l trung tm bn bun quc t hng u trong lnh vc bn s t phc v, hot ng khong 706 ca hng ti 30 quc gia.
Ln n 50.000 mt hng thc phm v phi thc phm khc nhau phc v cho cc nhu cu c th ca khch
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hng vi hng ha lun lun c s n - cht lng tuyt vi ti Metro Cash & Carry. Vi hn 90% hng ha c ngun gc ni a c thu mua t cc nh sn xut v nh cung cp ti quc gia m Metro hot ng. Mt vi s liu: Metro Cash & Carry Locations Number of countries Sales EBIT Total selling space Headcount (annual average of fulltime equivalents) Articles, food assortment Articles, nonfood assortment 706 * 30 * 31.1 bn ** 1.1 bn ** 5.4 mn sqm ** 109,709 **
ca. 20,000 ** ca. 30,000 **
CHNG III. Metro Cash & Carry Vit Nam

Vit Nam l mt trong cc nn kinh t pht trin nhanh nht chu . METRO Cash & Carry l mt trong nhng cng ty thng mi quc t u tin nhn thy c tim nng to ln ca t nc. Nm 2002, nh lnh o trn ton th gii trong lnh vc dch v bn bun t phc v m ca hng u tin thnh ph H Ch Minh.
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Vi m hnh kinh doanh t kinh doanh n kinh doanh rt c o ca METRO Cash & Carry ch tp trung hng ti khch hng chuyn nghip nh khch sn, nh hng, Caterers cng nh cc nh bn l nh v va. METRO Cash & Carry cung cp cho nhm khch hng ny mc tiu hiu qu cao hn so vi chui cung ng nhiu lp, nhiu tng do gip h ci thin hot ng kinh doanh ca mnh: Bng cch cung cp cho h gii php mt ca cho vic mua bn, bng cch cung cp sn phm cht lng cao vi gi c hp l, minh bch v m bo mt ngun cung cp ph hp. III.1. Lch s hnh thnh v pht trin n cui nm 2010, METRO Cash & Carry hot ng mi ba trung tm bn bun trong c nc: ba thnh ph H Ch Minh v hai ti H Ni, cng nh Cn Th, Hi Phng, N ng, Bin Ha - ng Nai, Long Xuyn An Giang, Quy Nhn - Bnh nh, Bnh Dng, Vng Tu. Vi mt lc lng lao ng hin ti hn 3.500 ngi. 2002: Vo 28.3.2002, cng ty METRO Cash Carry Vietnam chnh thc tham gia vo th trng phn phi ti Vit Nam vi vic khai trng trung tm METRO u tin (METRO Bnh Ph) ti thnh ph H Ch Minh. K n vo 5.12.2002, cng ti thnh ph H Ch Minh, tng bng khai trng trung tm METRO th hai METRO An Ph. 2003: Trung tm METRO th ba (METRO Thng Long) khai trng vo ngy 31.7.2003 ti th H Ni, y cng l trung tm bn s tr tin mt v t vn chuyn u tin ti khu vc pha Bc ca Vit Nam. 2004: Cch thnh ph H Ch Minh 200km, Cn Th c xem l trung tm bun bn kinh doanh pht trin nht khu vc ng bng sng Cu Long. Nhn thy tim nng pht trin ca khu vc, trung tm METRO Hng Li chnh thc khai trng vo ngy 22.12.2004.
Tip sau , cng ty METRO Cash Carry Vietnam n lc h tr pht trin thng hiu cho mt s sn phm khu vc ng bng sng Cu Long, v to iu kin cho sn phm khu vc ny thm nhp vo mt s th trng nc ngoi. 2005: Cng ty METRO Cash Carry Vietnam tng bng khai trng thm hai trung tm METRO thnh ph Hi Phng (METRO Hng Bng - 5.10.2005) v N ng (METRO N ng 13.12.2005). 2006: Tip theo s thnh cng t loi hnh kinh doanh mi ny, mt trung tm METRO na thnh ph H Ch Minh chnh thc khai trng vo ngy 14.12.2006 (METRO Hip Ph). 2007: Trung tm METRO th hai ti th H Ni (METRO Hong Mai) tng bng khai trng vo ngy 19.9.2007. Tnh n thi im hin nay, tp on METRO Cash Carry c 10 trung tm METRO ang hot ng hiu qu v thnh cng tri rng khp ton Vit Nam. D kin s khai trng thm 3 trung tm na trn ton quc vo nm 2010. 2009: Ngy 16/1/2009 METRO bt u xy dng trung tm bn s tr tin mt v t vn chuyn ti thnh ph Bin Ha, Tnh ng Nai, thuc min ng-Nam Vit Nam Ngy 09/07/2010 METRO Cash Carry Vit Nam tng bng khai trng ti thnh ph Bin Ha ( METRO Bin Ha) Ngy 11/09/2009 METRO Cash & Carry k hp ng u t ti tnh An Giang, xy dng trung tm bn s tr tin mt v t vn chuyn ti thnh ph Long Xuyn. y l trung tm bn s tr tin mt v t vn chuyn th 2 khu vc ng bng sng Cu Long.
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2010: Ngy 20/01/2010 METRO Cash Carry thng bo xy dng trung tm METRO ti min trung thnh ph Quy Nhn, Tnh Bnh nh- Khu vc duyn hi Min Trung Ngy 31/03/2010 L ng th xy dng trung tm METRO Long Xuyn ti thnh ph Long XUyn, tnh An Giang - Khu vc ng bng sng Cu Long Ngy 07/05/2010 L ng th xy dng trung tm METRO Quy Nhn ti thnh ph Quy Nhn, tnh Bnh nh - Khu vc duyn hi Min Trung Ngy 02/09/2010 METRO Cash Carry Vit Nam khai trng trung tm METRO th 10 ti thnh ph Long Xuyn, tnh An Giang - Khu vc ng bng Sng Cu Long. METRO Long Xuyn Ngy 13/10/2010 METRO Cash Carry Vit Nam khai trng trung tm METRO th 11 ti thnh ph Quy Nhn, tnh Bnh nh - Khu vc Nam Trung B: METRO Quy Nhn Ngy 17/11/2010 METRO Cash Carry Vit Nam khai trng trung tm METRO th 12 ti tnh Bnh Dng - Khu vc ng Nam B: METRO Bnh Dng Ngy 23/12/2010 METRO Cash & Carry Vit Nam khai trng trung tm METRO th 13 ti Thnh ph Vng Tu - Khu vc ng Nam B: METRO Vng Tu. III.2. Nguyn tc hot ng 1. Tp trung phc v nhu cu ca khch hng chuyn nghip. 2. Vn n mc tiu tr thnh im n m khch hng c th mua tt c cc loi hng ha. 3. H thng kho c thit k c bit phc v nhm khch hng chuyn nghip. 4. Dch v khch hng tin tin.
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5. 6. 7. 8. gia. 9.
Nng cao u th cnh tranh ca khch hng. H thng phn phi v qun l cht lng chuyn nghip. H tr pht trin cc nh cung cp ni a. Gp phn phc v vic pht trin h thng c s h tng ca quc C hi ngh nghip.
10. Da trn khi nim h thng ton cu ha. III.3. METRO Cash & Carry Vit Nam Cam kt lu di vi t nc v ngi dn Vit Nam.
Vit Nam l mt trong nhng nn kinh t pht trin nhanh nht ca Chu . Vi li th dn s tr, nn chnh tr n nh, kinh t Vit Nam ang tng trng tt. M hnh kinh doanh METRO Cash Carry c may o theo nhng nhu cu c bit ca khch hng chuyn nghip, nh cc khch sn, nh hng, nh cung cp sut n cng nghip cng nh nhng nh bn l c quy m nh v va, Randy Guttery, Tng Gim c METRO Cash & Carry Vit Nam ni. Vi khi nim t kinh doanh - n kinh doanh, chng ti cung cp cho cc nhm i tng ny gii php mua - tt - c - ti - mt ni tt c nhng th h cn. METRO Cash & Carry gip khch hng tng chng loi hng ho, cung cp hng ho cht lng cao vi gi hp l v minh bch, v l ngun cung cp ng tin cy ca khch hng lm kinh doanh. Thm vo , cng ty p dng cc
tiu chun quc t ng u th trng v v sinh v an ton thc phm, vt h n s mong i ca nh nc. Nh vy, METRO Cash & Carry Vit Nam c c lng tin ca hn 1 triu khch hng chuyn nghip ngay t khi vo Vit Nam. Nhng li ch cho nn kinh t Vit Nam. Nh cung cp v nh sn xut Vit Nam cung cp hn 95% hng ho bn ti METRO Cash & Carry Vit Nam. y l tc nhn kch thch ln v l ng lc thc y kinh t a phng v kinh t vng. Cng ty tuyn dng ch yu l ngi a phng lm vic ti cc trung tm bn s - bao gm cc v tr qun l. Vi s nhn vin hin nay hn 3.000 ngi, METRO Cash & Carry l mt trong nhng nh tuyn dng chnh yu Vit Nam. Quan tm c bit ca METRO Cash & Carry l h tr nh cung cp ni a. T nm 2002, cng vi cc t chc u t pht trin ca c nh DEG v GTZ, cng ty t chc cc chng trnh tp hun cho nng dn v ng dn. Ngi tham d s c hng dn nng cao nng sut, ci tin phng php canh tc, k thut sau thu hoch, ng gi v bo qun v ci tin cht lng sn phm theo cc tiu chun cht lng quc t vi mc ch nhn c cc chng nhn quc t, v d chng nhn GlobalGAP (chng nhn quc t v thc hnh nng nghip tt, an ton v sinh thc phm v truy nguyn ngun gc sn phm). Qua cng c v tr cnh tranh ca nh sn xut ni a v to iu kin gip h c th xm nhp cc th trng xut khu nc ngoi. n nay c hn 18.000 ngi tham d cc chng trnh tp hun ny. Vi vic p dng h thng qun l cung ng hiu qu nht hin nay, METRO Cash & Carry h tr pht trin c s h tng thng mi hin i dc sut chui cung ng nng nghip ca Vit Nam. METRO Cash & Carry to ra nhiu ng gp quan trng cho chui cung ng a phng v cc thnh phn tham gia vo chui cung ng ny qua cc hot ng:

Mua trc tip t nh sn xut, gim bt cc khu trung gian. Tp hun cho nng dn, v d, cc tiu chun GAP v qun l sau Xy dng chui lm lnh / dng cc xe ti c khoang tr lnh.
thu hoch.
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Xy dng cc trm trung chuyn phn phi c kho lnh gn ni sn xut ca nng dn.

u t cc l git m hin i.
Xy dng tiu chun qun l cht lng c quy m tp on t nng tri n bn n. u t nhng trung tm bn s vi cc thit b phng lnh t tiu chun k thut cao.
Mang n nhiu gii php cho khch hng chuyn nghip c th duy tr chui lm lnh khp kn v p dng cc tiu chun cht lng (v d tiu chun HACCP).
Tuy nhin do nhng hn ch trong qu trnh cung ng hng ha thc phm nn mt s hp tc x cung cp tri cy cho Metro khng m bo ngun cung do ngun lc c hn, lm ph v mt vi mc xch trong chui cung ng do Metro v cc i tc c b nhiu cng sc tp hun v pht trin.
CHNG IV. METRO HIP PH
METRO HIP PH Ng t Tn Thi Hip, Tn Thi Hip, Qun 12, Tp. H Ch Minh T: (08) 37 172 979
IV.1. IV.1.1
Tm nhn v s mng Tm nhn
S nh gi cao ca khch hng vi nhng dch v tin ch v chuyn nghip Metro Cash Carry VietNam c cng nhn l ni cho ngi ti nng v pht trin, mt ni m nhn vin c hon thin tt nht. Ni m mi hot ng ring l hay nhim v bn hng u c cam kt v hon thnh mt cch tt nht. IV.1.2 S mng
To v duy tr mt mi quan h kinh doanh cng c li vi khch hng trong n lc khng ngng t ton b nhn vin. IV.2. Duy tr s nh gi cao, qun l v pht trin Tip tc tp trung vo tit kim chi ph v ti a ha hiu qu Khch hng ca Metro
Bt c ai c ng k kinh doanh hp php theo qui nh ca nh nc

*Phn loi khch hng:
IV.3.
Cc ngnh hng
Ngnh Hng
Thc Phm R u Bia v Bnh Ko
Phi Thc Phm Ha M Ph m
Rau qu
ng Lnh
Tht
Bnh Ti
Thc Ph m Kh
Vn Phng Phm
in t
Gia dng
Dt may
Th Thao
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IV.4.
C cu t chc ( xt mt trung tm c th)
CEO
Phng Dch V Khch Hng
K Ton Thit K, Trang Tr
Phng An Ninh
B phn An Ninh K Thut
Phng iu Hnh Th Trng

Phng Marketi ng Tele Sales
Phng Nhn S
Vn Chuyn
Phng Giao Nhn
Quan H Khc h Hng
Thu Ngn
Phng IT
Xt mc Tng Cng Ty cn bao gm nhiu b phn chc nng khc nh: Phng Qun l thu mua, Phng Gia nhn hng ha, Phng PR, Phng iu hnh cc khu vc (Bc, Trung, Nam).v.v
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PHN 2. MI TRNG BN NGOI
PHN II.
CHNG I.
I.1.
PHN TCH CC YU T BN NGOI CA METRO HIP PH

Mi trng v m
Mi trng kinh t I.1.1 Lm pht Phn tch yu t lm pht Tnh hnh lm pht ca Vit Nam trong 6 thng u nm 2011: S liu cng b ngy 24.6 ca Tng cc Thng k cho thy, ch s gi tiu dng (CPI) thng 6.2011 tng 1,09% so vi thng 5, nng tng mc lm pht t u nm n nay ln 13,29%.
Source: Nielsen company. y c xem l mc tng CPI thp nht trong 6 thng u nm 2011. Tuy nhin, nu so bnh qun cng k CPI 6 thng u nm 2010, ch s ny tng n 16,03% v tng n 20,82% so vi thng 6.2010. Trong nhm r hng ha tnh CPI, c n 10/11 nhm tng nh t 0,25-1,79%, tr nhm bu chnh vin thng gim 0,01%. Tng gi mnh nht trong r hng ha tnh CPI ca thng 6 l nhm hng n v dch v n ung vi mc tng 1,79%. Trong nhm hng ni trn, cc mt hng thc phm t mc tng cao nht 2,47%, xp k tip l cc loi n ung ngoi gia nh vi mc tng 1,16%. Cc nhm cn li nh: thit b v dng gia nh, may mc, vt liu xy dng, gio dc, giao thng c mc tng dao ng t 0,33 n 0,86%.
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Mi y, Chnh ph iu chnh mc tiu kim ch lm pht nm 2011 t 7% ln 15%. Vi mc lm pht sau 5 thng mc 12,07% nn nhim v cn li trong 7 thng ti ch cn c tng 2,61%, tc trung bnh 0,37%/thng. Mc tng CPI ca thng 6.2011 l thp ng nh d bo nhng vn cao hn nhiu so vi mc trung bnh ni trn nhm thc hin ng mc tiu kim ch lm pht nm 2011.
I.1.2
C hi v kh khn i vi Metro
ng trc tnh hnh lm pht , sc mua ca th trng gim st mt cch ng k, iu ny gy nh hng trc tip n th trng bn l Vit Nam, trong c cng ty Metro. t ra rt nhiu thch thc nh: Gim doanh s bn hng Phi ct gim n mc ti a chi ph c th gim gi bn. Mi trng cnh tranh vn khc lit nay li cng kh khn hn. Vt ln vi tnh trng leo thang ca:
+ Gi nhin liu + Chi ph sn xut hng ha + Gi hng ha, dch v + Gi cc vn chuyn hng ha Nhng bn cnh cng c nhng c hi nht nh m Metro c th tm thy trong thi k lm pht tng cao nh hin nay. C th k ra c th nh:
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Mt hng ca Metro lun c gi r hn so vi th trng chung, y l iu kin thun li li ko khch hng v vt mt cc i th cnh tranh trong cuc ua v gi Trong thi k bo gi, ngi tiu dng Vit Nam mun mua hng khuyn mi, y l c hi Metro xy dng cc chin lc khuyn mi, gim gi hp l nhm li ko khch hng Ngi tiu dng ang c xu hng ct gim chi tiu, v ch tp trung vo nhng mt hng thit yu. Metro c th nm bt tnh hnh ny v a ra nhng chin lc pht trin sn phm mi, phc v cho nhu cu thit yu ca con ngi, v gi c ph hp vi ti tin ngi tiu dng trong thi k hin ti. Metro c mt s mt hng c ngun cung ring v c nhn hiu ring, y l nhng yu t lu di v kh ph hp vi thi k bo gi hin nay. Mi trng chnh tr lut php I.2.1 Cc ro cn i vi cc nh u t nc ngoi I.2. Mc d ngnh bn l ca Vit Nam vn ch pht trin ch yu vi cc ca hiu tp ha nh l, nhng nhiu nh bn l nc ngoi ang t ra kh ho hc ginh cho mnh mt ming bnh th trng ln hn ti mt t nc vi tng lp trung lu tng trng nhanh bc nht chu . Ministop, nh qun l chui ca hng tin li ca Nht, l cng ty mi y nht bt tay vo k hoch hot ng ti Vit Nam. Cng ty ny va k tha thun lin doanh vi tp on c ph Trung Nguyn m 500 ca hng trong vng nm nm. Takashimaya v Isetan Mitsukoshi, hai chui ca hng bch ha Nht na, cng ang cn nhc k hoch m ca ti y. Thc t vic cc nh bn l nc ngoi mun lin doanh vi mt cng ty a phng chng t nhng kh khn m cc cng ty nc ngoi ang vp phi khi mt mnh tham gia ngnh bn l ca Vit Nam. Vit Nam vn l mt trong s t nhng th trng tiu dng chu tng trng nhanh m li vng bng cc ca hng ca McDonalds, Starbucks hay Tesco, mt phn v mi trng qun l c vn . Sau khi l trnh m ca th trng phn phi c cng b theo Biu cam kt c th v dch v ca Vit Nam khi gia nhp WTO (Biu cam kt), th tc u t c c th ha bi cc vn bn: Quyt nh s 10/2007/Q-BTM
(Quyt nh 10), Ngh nh s 23/2007/N-CP (Ngh nh 23), Thng t s 09/2007/TT-BTM (Thng t 09), Thng t s 05/2008/TT-BTM, Cng vn s 4422/BCT-KH v Cng vn s 6656/BCT-KH. Ngay khi bc chn vo Vit Nam cc nh u t nc ngoi gp phi chng ngi vt l th tc cp php u t. Th tc cp php u t v cp php lp c s bn l (ngoi c s bn l th nht) theo quy nh ti Ngh nh s 23, yu cu phi c s chp thun ca B Cng Thng trong tng trng hp c th. Quy nh ny nm ngoi th tc cp php thng thng xy dng nn ro cn mi v php l trong u t. Theo ni dung cc cng vn gn y ca B Cng Thng, chng ti c bit rng kinh nghim qun l,nng lc kinh doanh v kh nng ti chnh ca nh u t nc ngoi l iu kin cp php mi, trong khi cc tiu ch ny li cha c ghi nhn v nh lng c th trong bt k ti liu php l no. Cn c th ha cc tiu ch nh gi nhm to mi trng u t thm minh bch. Mt ro cn ln na l cc iu khon quy nh nh bn l nc ngoi phi vt qua c cuc Thm nh Nhu cu kinh t (Economic Needs Test ENT) tnh ton li ch tim nng ca nhng ca hng ng k i vi a phng ni h c k hoch m ca. Quyt nh 10 quy nh: Quyn phn phi ca nh u t nc ngoi gn vi quyn c lp c s bn l th nht, vic lp thm c s bn l ngoi c s bn l th nht c xem xt trn c s kim tra nhu cu kinh t (ENT). Tuy nhin, theo kinh nghim, chng ti thy rng khng c ngoi l no i vi quyn c lp c s bn l th nht, ngha l vic thnh lp c s bn l ni chung v c s bn l th nht ni ring trong mi trng hp u l i tng kim tra nhu cu kinh t v phi c s chp thun ca B Cng Thng. Ngoi ra, chng ti c bit, qua mt cng vn ca B Cng Thng, ngay c trong trng hp c s bn l ang hot ng hp php ca doanh nghip cng s b Kim tra nhu cu kinh t khi doanh nghip ng k chuyn nhng phn vn gp cho nh u t nc ngoi. Vic s dng cng c Kim tra nhu cu kinh t trong trng hp ny l i qu xa so vi mc tiu v ngha tn ti ca cc tiu ch Kim tra nhu cu kinh t m WTO cho php. Tiu ch kim tra nhu cu kinh t Kim tra nhu cu kinh t, Biu cam kt a ra cc tiu ch chnh nh sau:
(i) s lng cc nh cung cp dch v ang hin din trong mt khu vc a l, (ii) s n nh ca th trng v (iii) quy m a l. Trong khi cc tiu ch trn cha c c th ha ph hp vi iu kin trong nc th Thng t 09 li b sung thm 2 tiu ch nh gi mi l: (iv) (v) mt dn c v s ph hp ca d n u t vi quy hoch a phng.
Hai tiu ch ny hon ton nm ngoi phm vi ca Biu cam kt. Trong sch trng mi nht v mi trng kinh doanh Vit Nam, Phng Thng mi chu u miu t vic thm nh ny l ro cn tip cn th trng quan trng i vi nh u t, c p dng ty tin v khc nhau tng tnh. Cc quan chc Vit Nam cho rng nhng quy nh thm nh nh th l cn thit bo v li ch ca nh bn l nh trong nc. D nhin, phng Ty, nhng ca hng nh th b nh bt bi nhng ng ln t lu ri. D tip cn ny l ng hay sai cch, qu trnh thm nh khin cho cc tp on bn l quc t rt kh p dng cch tip cn ng nht v chi ph thp m rng ca hng, nhng yu t vn tr thnh nn tng thnh cng trn ton cu ca h.
I.2.2 nh hng n metro
Vic cc i th nc ngoi cn gp cc kh khn khi thm nhp vo th trng Vit Nam l mt c hi ln i vi Metro. Trong khi cc i th trong nc cn gp nhiu kh khn v vn v cc yu t khc, Metro ang y mnh xy dng h thng trung tm siu th ca mnh. y l mt c hi khng th no tt hn i vi Metro. Trong hon cnh th trng bn l ti Vit Nam ang tng trng nng, vic m rng th trng ca Metro cng em li li ch nhiu hn. Hn na vic cng vi mt s nh bn l khc c trong v ngoi nc hin c mt ti Vit Nam, i trc i th ln nh WallMart, Careford l mt li th v cng ln i vi Metro. Trong tng lai gn, cc i th nc ngoi ny s kh c th vo Vit Nam. Tuy khng th m bo s c mt ca h trong tng lai hay khng. Nhng hin ti vi ro cn ny cng lm cho Metro c thm thi gian m rng h thng ca mnh trc khi cc i th ln xm nhp vo Vit Nam.
Thay i khuynh hng tiu dng Theo kt qu Nghin cu Xu hng tiu dng gn y nht ca hng nghin cu th trng Nielsen va cng b, ngi Vit Nam, so vi ngi tiu dng chu khc, ang c xu hng d sn v thch "sn" hng khuyn mi hn do lm pht cao. I.3.
I.3.1 Sc mua gim
AC Nielsen cho rng dng nh s phn cp trong tiu dng tip tc din ra, ngi tiu dng cp cao vn s gi vng trong khi tng lp trung lu gim dn. Sc tng trng ca nn kinh t b nh hng bi nhng thch thc ngn hn ca nn kinh t vi m v v m. Vic gim gi tr lin tc ca tin ng lm ngi dn lo lng, 99% s ngi c phng vn u rt lo lng v s trt gi ny. H qu l 81% ngi tiu dng gim chi tiu khng cn thit, 67% phi bt tin tit kim, 49% gim bt chi ph gii tr v 44% c gng tm cc khuyn mi hng ngy. Nhng thay i v gi gn y c nh hng quan trng, trong khi ngi dn vn phi tip tc mua sm cc mt hng thit yu. Sc mua ca 60% h gia nh gim tng i r rng, 96% ngi dn cho bit gi chi tiu tng tng i ng k.
I.3.2 Thi k khuyn mi
Vit Nam c lng ngi mua sm quan tm n khuyn mi nhiu nht, vi 87% thng xuyn mua hng khuyn mi, so vi mc trung bnh 68% ca khu vc. Nielsen pht hin 56% ngi tiu dng Vit Nam tch cc sn hng khuyn mi khi mua sm, so vi 38% ca khu vc. iu ny mt phn l do chi ph cc hng ha tiu dng hng ngy ang tng cao. Vi vic p lc lm pht cha c du hiu thuyn gim, ngi tiu dng Vit Nam ang thch nghi vi s gia tng chi ph sinh hot hng ngy bng cch thay i ng k hnh vi mua sm. Theo kt qu kho st, 60% ngi tiu dng Vit Nam ti Tp.HCM v H Ni cho bit kh nng mua sm c trong gia nh ca h gim xung do gi c leo thang. Kt qu l h ang phi tit kim hn bng cch gim chi tiu vo cc hot ng gii tr nh n nh hng hay i du lch. Khi ngi tiu dng phi chng vi gi c leo thang, nhng thay i nht nh trong thi quen mua sm cng xut hin, nh hn ch s ln gh thm cc ca hng hay s lng sn phm mi dp mua sm, hay ch mua hng vo
dp c khuyn mi hay mua ti cc ca hng gn nh hn tit kim chi ph xng xe. Ngi tiu dng cng mua vi khi lng ln hn nhng mt hng s dng thng xuyn, nh bt git, du gi u, nc mm, ht nm tit kim "ngn sch".
I.3.3 Cc knh mua sm
Mc d hnh vi ca ngi tiu dng ang thay i, nhng c mt c im vn gi nguyn. Ngi tiu dng Vit Nam vn mua sm nhng knh khc nhau, ty vo sn phm h ang tm kim l g. Ngi dn vn s n cc ch truyn thng mua thc phm ti sng, trong khi thc n nh, sn phm chm sc c nhn hay sn phm sa c xu hng c mua nhiu hn siu th v cc ca hng tp ha truyn thng. Hn 35% ngi tiu dng cho bit h thng i dc cc dy hng v chn nhng sn phm h mun, so vi 8% nhng ngi ch vic "i v nht" hng vo gi. Ngi tiu dng Vit Nam c v trung thnh vi nhn hiu mt s ngnh hng, nht l sa, ru v sn phm chm sc c nhn. Hn 45% ngi mua hng cho bit h s n sng tm n a ch khc mua mt sn phm h bit hay quen dng.
I.3.4 Nhn hng ring chim lnh
Li th ln v mt phn phi khin nhiu siu th khng dng vai tr trung gian. Thay vo l pht trin cc nhn hng ring ca mnh vi cc u im: r, cht lng tt thu ht ngi tiu dng. Hng nhn ring c hiu l cc mt hng c bn di thng hiu ca nh bn l, y l cc siu th, bng cch t cc nh cung ng lm hng cho mnh, kim duyt cht lng, ng gi bao b v dn nhn ring bn. Cch lm ny t lu ph bin nc ngoi, song mi xut hin trn th trng Vit Nam trn di 10 nm. Tuy nhin, khong 2 - 3 nm tr li y, dng hng ha ny rt ph bin trn th trng v ngy cng c ngi tiu dng bit ti. Theo kho st ca AC Nielsen, nhn hng ring r hn t 15 - 30% v 75% ngi tiu dng ng ha hnh nh ca siu th vi nhn hng ring, 73% cho rng cht lng ca nhn hng ring cng tt nh cc loi sn phm khc. in hnh nh Metro Cash Carry gii thiu n ngi tiu dng khong 6 nhn hng ring gm: Aro, Fine Food, Fine Dreaming, HoReCa, H-Line, SIGMA. Hng nhn ring ca Metro tri rng t nhm hng thc phm, dng gia nh, ha m phm n thit b vn phng...
Tng t, BigC hin cng pht trin h thng hng ha nhn ring ca mnh kh phong ph, c th k n nhn hng WOW c gi r nht ti BigC vi khong 150 mt hng; thc phm ch bin eBon vi 50 sn phm; nhn hng cao cp Casino do tp on Casino ti Php sn xut vi 200 sn phm thc phm kh; nc gii kht v nhn hng Bakery by BigC dnh ring cho cc mt hng sn xut trong ngy nh bnh m, bnh ngt... Khng nm ngoi xu th, Co.op Mart cng tung ra hng trm mt hng nhn Co.op Mart t thc phm kh, thc phm ng lnh, hng tiu dng, ha phm... v nhn hng SGC dnh ring cho hng may mc. Ring h thng siu th Vinatex ca Tp on dt may Vit Nam vi th mnh trong lnh vc may mc hin cng to nn nhn hng ring Vinatex Fashion vi cc sn phm qun o dnh cho nam, n v tr em, bao gm nhiu dng sn phm nh thi trang cng s, ng phc, mc nh v trang phc lt. Kho st ca Cng ty AC Nielsen cho hay, hn 61% ngi tiu dng trn ton th gii quyt nh chn hng nhn ring trong giai on kh khn. Trong , 91% s tip tc mua hng nhn ring sau khi kinh t ci thin. Theo gii kinh doanh, cc mt hng thuc nhn hng ring thng r hn mt hng cng loi t 10 - 50%. y l nhng sn phm c nh phn phi t nh cung cp, sn xut lm ra vi s lng ln, dnh cho mt i tng c th. iu ny khng hon ton ng ngha vi cht lng thp hn, m gi r ch yu do cc nh phn phi tit kim c cc chi ph tip th (khuyn mi, qung co, phn phi, lm thng hiu). Theo c tnh, c khong hn 50 doanh nghip sn xut trong nc ang gia cng hng nhn ring cho cc h thng siu th. Ring Saigon Co.op lin kt hp tc vi 45 nh sn xut nh Cng ty Kinh , Cng ty bt git Lix, Giy Si Gn, Dt Phong Ph, Cng ty Sanmiguel, Cng ty c phn hi sn SG, Nh my ch bin thc phm ng Nai v cc lng ngh sn xut hng nhn ring, p ng nhu cu ca ngi tiu dng t cc mt hng thc phm thit yu nh du n, go np, trng, 5 thc phm tr mt, tr ng, thc phm ch bin, ho phm, thi trang Mi nh phn phi c mt chin lc khc bit cho nhn hng ring ca mnh. Nhng tu chung vn l thu ht khch hng, to s khc bit, tng li nhun, tng khch hng trung thnh v cn i quyn lc ca nh sn xut hay nh cung cp. Ngy cng nhiu hng ha vi nhn ring ca nh phn phi xut
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hin trn quy k siu th, vic ny ng ngha l cc sn phm cng loi mang thng hiu nh sn xut s b thu hp v tr.
I.3.5 Tip tc xu hng hng Vit Nam nhng tp trung vo tm kim
nhng sn phm c gi tr.
Sources: Nielsen business barometer

I.3.6 C hi v thch thc i vi Metro
C hi Vi mt h thng nhn hng ring tng i mnh c, y l mt trong nhng u th cnh tranh tt cho Metro. Khng ch c vy vi vic xu hng tiu dng nhn hng ring tng cao, vi cht lng nhn hng ring c m bo y l c hi tt nht cho Metro y mnh pht trin nhn hng ring. Th hai, vi mt u th cnh tranh v gi so vi cc i th, Metro c th a ra nhiu chng trnh khuyn mi v gim gi. iu ny l rt ph hp trong thi k ngi tiu dng ngy cng u thch hng khuyn mi nh hin nay. Vic thay i cc knh mua sm, l mt du hin tt cho Metro. Thay v kh mua sm ch yu l ch truyn thng, th nay ngi tiu dng quan tm hn n siu th v cc knh khc. y l mt c hi tt cho Metro m rng th phn trong thi k kh khn ny. Nguy c Vi vic sc mua gim trong thi k lm pht, iu ny s lm cho doanh s bn hng ca Metro gim, Metro phi ng trc cn nhc tht k trc khi c nh m rng th trng nu khng mun thua l. tuy nhin y khng h n
l nguy c ca Metro m bn cnh cn l mt c hi. Ti sao li l c hi. Trong thi k m sc mua ca ngi tiu dng ang gim st, ngi tiu dng c xu hng la chn k hn trc hnh vi mua, nu mt nh cung cp c cht lng tt hn dch v tt hn chc chn s c la chn nhiu hn. y chnh l c hi cho Metro pht huy cc th mnh ca mnh nhm gia tng th phn trn th trng.
Chng II. Mi trng vi m

II.1. Cc i th tim n chun b gia nhp ngnh II.1.1 Mc hp dn ca th trng bn l Theo hng t vn A.T. Kearney v vic xp hng mc hp dn ca th trng bn l n t cc nn kinh t mi ni, Vit Nam rt t v tr s mt t c nm 2008 xung th hng 23 trong danh sch cc th trng bn l hp dn nht th gii nm nay. Theo , Vit Nam rt 9 bc xung th hng 23 trong tng s 30 nn kinh t mi ni c kho st, sau c Sri Lanka, Marc, Kazakhstan v thua xa Trung Quc hay n . y l nm th 3 lin tip th trng bn l Vit Nam b rt hng. Nm 2008, Vit Nam tng 3 bc, vt qua n tr thnh th trng hp dn nht th gii, nh kinh t tng trng mnh, th ch chnh sch ci tin theo hng thn thin vi nh u t nc ngoi v nhu cu ca ngi tiu dng v nhng m hnh bn l hin i. n 2009, th trng bn l Vit Nam ch ng th 6 v mc hp dn, v ri xa Top 10 vo nm 2010. iu ny a li nhng kin lo lng cho th trng bn l Vit Nam, phi chng tnh hnh chung ca th trng hin nay l qu km v khng ng u t? Cu tr li y l: Khng. S tt hng ch l v hp dn i vi cc nh u t nc ngoi v iu ny hon ton khc so vi hp dn cng nh tim nng thc t ca th trng. Mt th trng bn l c thc s hp dn hay khng nm quy m cng nh tc tng trng. M nu nh gi trn phng din ny, th trng Vit Nam vn c bit hp dn.
Theo thng k ca B Cng Thng, doanh thu ca ngnh bn l Vit Nam t 77,8 t USD nm 2010. V nu nh nm 2009, tng mc bn l hng ha v dch v ch tng 18,6%, do suy gim kinh t th nm 2010 t mc tng 24,5%. Bn thn cc chuyn gia ca AT Kearney c l cng ngc nhin vi cch nhn nhn v xp hng ca Vit Nam. Ngay trong chnh bo co ca mnh, h nhn mnh rng i vi Vit Nam, tuy tt hng nhng vn rt tim nng. Th trng Vit Nam vn tng trng tt vi mc chi tiu d kin s vt mc 70% thu nhp. Doanh s bn l t 77,8 t USD trong nm 2010 v s tng ln 88 t USD trong nm 2012. Tng trng GDP hng nm cao v dn s tr l nhng im mnh ca th trng ny, cc chuyn gia A.T.kearney nhn nh. Nm 2008, khi Vit Nam c xp s 1 trong danh mc ca AT Kearney, mt chuyn gia hng u v thng mi ca Vit Nam ni rng xp th nht cha h n ng mng. Nay, cng c th ni rng vic tt hng cha h n ng lo. Theo iu tra ca cng ty nghin cu th trng Nielsen, mc tng trng ca ngnh FMCG(fast moving consumer goods nhm hng tiu dng nhanh) vn kh cao.
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Mc tng trng ca FMCG Vit Nam trong qu 1 nm 2011 Chnh v vy c th kh ng nh th trng bn l Vit Nam l mt th trng y tim nng trong tng lai. Nm c iu ny cc nh bn l, c bit l cc tp on bn l nc ngoi c nhiu bin php tch cc thm nhp vo th trng Vit Nam. Mc d t ngy 1/1//2009 cc nh u t nc ngoi c th u t 100% vn vo Vit Nam. Tuy nhin, cc hng danh ting ca Anh nh Tesco hay Singapore nh FairPrice ang ln k hoch tham gia th trng Vit Nam ngay nm nay. Tuy nhin A.T.Kearney cng cnh bo kinh t th gii cha hon ton phc hi sau suy thoi, nn cc cng ty a quc gia vn cn thn trng khi m rng mng li hot ng ca mnh. Thch thc i vi Metro ng trc nguy c thm nhp ngnh ca cc i th ln nc ngoi, Metro phi c mt chin lc m rng th trng nhanh chng nhng phi bn vng. Vic ny l c mt vn ln ngay c khi Metro l mt nh bn l ln trn th gii. Vic m rng h thng siu th khng phi l qu kh i vi Metro. Vi mt tim lc ti chnh ln mnh ca mt nh bn l ng th 3 th gii, vic m rng h thng siu th ti mt th trng khng ln nh Vit Nam l vic trong mt sm mt chiu m thi. Tuy nhin lm sao h thng ny c th li ko khch hng lu nay quen vi ch u mi v cc ch bn l l mt vn kh. Nu Metro m rng qu t cc h thng siu th ca mnh s dn n mt h lu l phi gnh chu mt chi ph hot ng qu cao trong khi doanh s tng khng nhiu. Khng ch c th, trong hin ti i siu th mua sm ch l khi nim quen thuc ti cc thnh ph ln cn cc th trng nng thn, i siu th vn cn l vn xa x. K c vic mua hng s, cc i l vn thng ly trc tip t nh sn xut. y li mt vn ln i vi Metro khi m rng th trng ra cc tnh. Nu khng kho Metro li ri vo cnh mi m ngy hm trc ngy hm sau phi ng ca nh mt s siu th trc y khi m rng th trng v cc tnh.
II.1.2
II.2. S cnh tranh ca cc i th hin ti II.2.1 Cc siu th hin i Big C

H thng siu th BigC hot ng kinh doanh theo m hnh Trung tm thng mi hay i siu th, l hnh thc kinh doanh bn l hin i ang c Tp on Casino (Tp on m ca BigC) trin khai. Casino l mt trong nhng tp on bn l hng u th gii, vi hn 200.000 nhn vin lm vic ti hn 11.000 chi nhnh, ti Vit Nam, Thi Lan, Argentina, Uruguay, Brazil, Columbia, Php, Madagascar v Mauritius. BigC v mt b tr trnh by mang phong cch nc ngoi, v tng quan bn ngoi nu cha bit g v BigC bn s khng dm bc vo v c v hi sang trng nhng tht ra gi c cc mt hng li thuc loi r nht c th ni l r hn Co.opmark. C l chnh v nhn bn ngoi c cm gic sang sang nn c l BigC vng khch hn Co.op Mark. Cn bn trong, cc li i tng i rng d dng y xe la chn hng, sn phm trng by tng i d tm, d chn, v l khng xy thm tng lu nn khng gian rt thong v to cm gic rng. nh v v phn khc th trng nh v ca BigC l hng ha vi gi r nht trn th trng bn l v phn khc th trng m h nhm n l th trng khch hng c thu nhp t trung bnh thp tr ln. Big C gii thiu n ngi tiu dng trn ton quc nhng khng gian mua sm hin i, thong mt, thoi mi vi chng loi hng ha a dng, phong ph, cht lng kim sot v gi c hp l, i cng vi nhng dch v khch hng tht hiu qu. Bn cnh , tt c cc ca hng Big C trn ton quc u cung cp nhng kinh nghim mua sm vi nhiu dch v tin ch cho Khch hng BigC vi nh v l hng ha gi r, v th, h lin tc a ra cc chng trnh khuyn mi, cc sn phm vi gi r, ph hp vi ti tin ca nhiu ngi dn. Bn cnh , BigC cn lin kt vi cc nh sn xut ln c th gim gi thnh sn phm n mc ti a cho ngi tiu dng, c nhng chnh sch bnh n gi trong thi k khng hong nh hin nay, to iu kin thun li cho s mua sm ca khch hng. S m rng th trng trong tng lai Tp on Casino (Php), ch h thng siu th Big C ti Vit Nam t mc tiu t nay n nm 2013 s c thm 15 siu th, nng tng s ln 29 siu th Big C ca tp on ny. Thng tin ny c ng Serge Cao, Gim c nhn s h thng Big C cng b ti bui l k kt hp ng lin kt o to ngh bn l hin i tr gi
TRANG 33
NHM 4
3,5 t ng gia h thng siu th Big C v trng i hc Hoa Sen vo ngy 67. Theo ng Cao, sau 13 nm c mt ti Vit Nam, Tp on Casino hp tc vi cc i tc trong nc, khai thc 14 trung tm thng mi v siu th mang thng hiu Big C ti cc tnh thnh ln trong c nc. D kin n cui nm nay, tp on s t 19 siu th; nng ln thnh 24 siu th trong nm ti v s t 29 siu th trong nm 2013. Vi k hoch m rng u t h thng siu th ny, t nay n 2013, Big C Vit Nam d kin s tuyn dng 1.300 qun l. Nhm chun b ngun nhn lc, Big C u t cho cng tc o to thng qua cc hnh thc lin kt vi cc trng i hc. Big C chn i hc Hoa Sen lm i tc lin kt cho hu ht cc chng trnh o to ngh bn l ca mnh. Thi gian gn y Big C cn cho ra i mt h thng siu th mi l New Ch vi muc ch gip cho ngi tin dng thun tin hn trong vic mua sm thc phm hng ngy. CoopMart Co.op Mart l h thng siu th do Lin hip HTX thng mi TP.HCM thnh lp vi 100% vn l do cc x vin ng gp nn. V th, c th ni Co.op Mart l h thng siu th ca Vit Nam 100%. Saigon Co.op 7 nm lin t danh hiu nh bn l hng u Vit Nam - Top 500 nh bn l hng u chu -Thi Bnh Dng. Cc siu th ca Co.op mart c quy m trung bnh, nhng Co.op Mart c bao ph rng hn. Cho n thi im u nm 2011 th h thng CoopMart c 44 siu th trn khp c nc. nh v ca Co.op Mart l tr thnh ngi bn thn thit ca ngi tiu dng, v phn khc th trng m h nhm n l cc khch hng lp gia nh l ch yu. Cc siu th Co.opMart c c im chung l thn thin, gn gi vi khch hng, mang n cho khch hng s tin li v nhiu dch v tng thm. Vi phng chm Hng ha cht lng, gi c phi chng, phc v n cn, Co.opMart c ngy cng nhiu khch hng chn la n mua sm v th gin cng gia nh mi ngy. Thc phm ti sng ti ngon, thc phm cng ngh a dng, dng phong ph vi nhiu mu m mi, hng may mc thi trang, cht lng, gi phi chng, cng vi dch v khch hng phong ph, tin li v s thn thin ca nhn vin Co.opMart l l do Co.opMart tr thnh Ni mua sm ng tin cy, bn ca mi nh.
Co.op Mart, hng n phn l cc khch hng lp gia nh v cc khch hng tr, bn rn vi cng vic. V vy, bn cnh cc sn phm truyn thng ca 1 siu th, Co.op Mart cn m rng h thng nh n ngay ti siu th ca mnh, cng nh cung cp cc mn n lm s n hoc qua ch bin kh a dng v phong ph, mang n s la chn tha mi cho cc b ni tr cng nh cc khch hng khng c nhiu thi gian. Thm vo , Co.op Mart c nhng yu cu rt kht khe v cht lng ngun cung sn phm cho siu th, h tng tuyn b: "Mi sn phm nm trn k hng siu th phi t tiu chun hng Vit Nam cht lng cao". CoopMart cn cho ra i cc h thng siu th nh hn l CoopFood nhm cung cp cho ngi tiu dng s tin li nht cho vic mua sm chun b cho ba n hng ngy. CoopMart d kin n nm 2015 nng tng s siu th ln 1155 siu th trn c nc.
II.2.2 Thch thc i vi Metro
ng trc mt Big C lun cnh tranh v gi, mt CoopMart l mt i th trong nc c s h tr t Chnh ph, u th v hng Vit Nam, v c nhng i th khc nh LotteMart, Parkson Metro phi c mt chin lc va khng mt th phn hin ti m cn pht trin gia tng th phn. Vi vic bn n 90% l hng Vit Nam trong thi k hng Vit Nam ngy cng a chung, Coop l mt i th trong nc ng gm. Khng ch c th vi vic s hu mt h thng siu th trung bnh rng khp c nc v thng nm cc v tr c a CoopMart buc cc ng ln nc ngoi phi d chng mnh. Big C th li l mt i th cnh tranh v gi, hn na vi cc i siu th ln, khng gian rng, bi tr sang trng, dng nh Big C l i th ng ln nht ca Metro. Khng ch c vy cc trung tm mua sm cao cp nh LotteMart, Parkson li l ngi cnh tranh ca Metro trong phn khc th trng cao cp. Khng ch c vy cc i th ny lien tc m rng cc trung tm mua sm, cc i siu th lm cho p lc cnh tranh i vi Metro ngy cng ln hn. Vic ny i hi Metro phi c nhng chin lc nhanh chng v kp thi trong giai on ny.
TRANG 35
NHM 4
Chng III.
Ma trn EFE
T nhng phn tch v cc yu t bn ngoi trn kt hp vi mt s yu t khc, nhm xin a ra ma trn EFE nh sau: Yu t bn ngoi Gia tng dn s v t trng dn s tr cao Bin php kch cu v bnh n gi ca nh nc Lm pht Thay i thi quen mua sm ca ngi tiu dng Chnh sch, lut php, chnh sch thu h tr doanh nghip trong nc Cng ngh pht trin Chnh sch pht trin cc vng ven thnh ph Cc i th chun b nhp ngnh, c bit l i th nc ngoi Sc p t nh cung cp S m rng th trng ca cc i th cnh tranh hin ti Mc quan tm ca chnh quyn a phng Ro cn v vn ha Tng cng Mc quan trng 0.0625 0.07 0.08 0.07 0.0475 0.09 0.07 0.12 0.11 0.1 0.06 0.12 1 H s S im phn quan trng loi 3 3 3 4 3 3 4 3 3 3 4 3 0.1875 0.21 0.24 0.28 0.1425 0.27 0.28 0.36 0.33 0.3 0.24 0.36 3.2
STT
1 2 3 4 5 6 7 8 9 10 11 12
Kt lun Metro c mt mi trng bn ngoi tng i thun li mang n nhiu c hi, tuy nhin cng n cha nhiu nguy c. Vi vic phn ng tt v trung bnh vi nhiu yu t ca mi trng bn ngoi, chng ta c th thy Metro tn dng tng i tt cc c hi ca mi trng bn ngoi v hn ch nguy c n t y.
TRANG 36
NHM 4
PHN 3. MI TRNG BN TRONG
PHN III.
PHN TCH MI TRNG BN TRONG CA METRO HIP PH
Cc hot ng u vo
Marketing v bn hng
Cc hot ng u ra
Dch v
CHNG I.
I.1.
Cc hot ng u vo
Thu mua hng ha v qun l tn kho
Kho da vo kt qu nghin cu v nh gi th trng a ra nhu cu, s lng v chng loi hng ha cn nhp kho. Sau gi kt qu v Tng cng ty. Ti Head Office s c b phn qun l thu mua cho tng ngnh hng ring bit. m bo m phn vi cc nh cung cp sao cho c s lng hng ha , cht lng m bo vi gi c thp nht c th.
Hnh 1. n t hng trn h thng GMS Ti mi kho u c mt b phn (Good Receiving) m trch ring phn nhn hng, vn chuyn v nhp kho. (Good Receiving) c trang b c s vt cht y , hin i. m bo hng ha lun c s n sng trong kho.
TRANG 37
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Hnh 2. Lch s nhn hng
H thng qun l danh mc khch hng, hng bn ra, tn kho ( H thng GMS) mi ngy hot ng lin tc. m bo tnh minh bch, gip cho mi b phn nh ra k hoch mt cch ch ng t kt qu cao nht.
Hnh 3. H thng qun l hng bn, tn kho
I.2.
Cc nh cung cp chin lc
Metro hp tc vi nhiu nh cung cp, a dng v chng loi v thng hiu, vi mc tiu l ni m khch hng c th mua bt c mn hng no, vi s lng theo nhu cu ca khch hng.
Metro c nhng yu cu c bn i vi nh cung cp nhm m bo sn phm p ng cc yu cu theo quy nh, theo Metro v ca khch hng. i vi sn phm ti sng, nh cung cp v cc sn phm ca h phi p ng cc tiu chun sn phm ca Metro. Tiu chun ny bao gm cc yu cu v cht lng, ng gi v nhit vn chuyn. Nhn vin Metro s kim tra tt c cc l sn phm c giao, v nhng l sn phm khng p ng yu cu s b t chi. Sn phm thc phm ch bin v ho m phm cn phi c h s cht lng theo quy nh. Chng ti yu cu nh cung cp xut trnh h s cng b cht lng sn phm, bao gm c mu nhn cu sn phm v kt qu kim nghim. i vi cc sn phm khc nh cc thit b o lng hoc m bo him phi c giy chng nhn hp chun theo quy nh. Vic ghi nhn cho cc sn phm ng gi s n l mt yu cu quan trng i vi nh cung cp ca Metro. Tt c cc sn phm ny phi tun th quy nh v ghi nhn hng ho. Vic lm ny nhm cung cp tt c cc thng tin cn thit v sn phm n khch hng ca chng ti. Theo nh k, b phn m bo Cht lng s ly mu kim nghim. Chng ti chn la nhng phng th nghim c lp c uy tn thc hin vic phn tch cc sn phm thc phm v phi thc phm. B phn m bo Cht lng cng kim tra vic ghi nhn v kim tra v nh lng tt c cc sn phm nhm pht hin cc phm khng ph hp v yu cu cc nh cung cp ci thin cht lng sn phm.
TRANG 39
NHM 4
Mt s nh cung cp ln:
METRO c mt h thng cc sn phm mang nhn hng ring mnh, vi nhiu chng loi hu ht cc ngnh hng t thc phm n phi thc phm. Nhn hng ring c xem l th mnh ca Metro do khng phi qu ph thuc vo cc nh cung cp hin ti, ng thi c th pht trin mt mng kinh doanh mi, mang li li nhun cao hn so vi cc hng ha phi mua t cc nh cung cp.
Hnh 4. Qu trnh vn hnh ca sn phm mang nhn hng ring
TRANG 40
NHM 4
Hnh 5. Quy trnh pht trin mt sn phm mang nhn hng ring Cc nhn hng ring chnh:
TRANG 41
NHM 4
TRANG 42
NHM 4
I.3.
Cht lng sn phm Cht lng: T nng tri ti bn n
I.3.1 THC PHM TI SNG
n Trung tm thng mi Metro, khch hng lun c n tng mnh v cc loi thc phm ti sng by bn, bao gm cc loi c ti, tht, v nht l cc sn phm rau qu v chng loi hng ha rt a dng v cht lng m bo. Mt u im khc ca thc phm ti sng ti Metro l c kim sot chui cung ng lnh iu c ngha l kim sot nhit trn ton chui cung ng. Vic kim sot nhit chnh xc cho tng loi thc phm l bt buc gi c cht lng ca thc phm ti sng. thc hin vic ny, chng ti duy tr iu kin lnh ca thc phm t khu vn chuyn, n khi bo qun v trng by hng bn. Nhit c iu khin v kim sot bng cc thit b ph hp, gip chng ti m bo c iu kin lnh trn ton b chui cung ng.
I.3.2 THC PHM KH Bn cnh thc phm ti sng, nhng mt hng thit yu phc v cho nhu cu hng ngy ca qu khch hng nh go, nc ngt, hp, bnh ko, thc phm ch bin s n cng l mt th mnh khc ca h thng Metro. Vic trng by hng ha theo tng khu vc ring bit l mt u im khc gip cho sn phm lun c bo qun trong tnh trng tt nht v cht lng v cng to iu kin thun li cho khch hng trong vic tm kim v la chn sn phm. Mi quy k u c bng hng dn nn rt thun tin cho khch hng quan st v la chn mua hng. Quy trnh mua hng v kim sot cht lng hng ha lun c ch trng. Vi cc hng ha thuc nhm thc phm, hn s dng, nhn hng ha v thng tin hng dn s dng ca sn phm lun c quan tm. I.3.3 PHI THC PHM Ch c nhng cng ty hoc nh cung cp cung cp p ng c yu cu cht lng ca Metro mi gp mt trong hng ngn chng loi hng ha hin din trong cc trung tm bn bun ca h thng. Hng ha cht lng, lu bn, v chuyn nghip ha l nhng tiu ch hng u Metro phc v cho khch hng. Hn th na, chng ti cam kt s cung cp ch hu mi tt nht cho khch hng. I.3.4 H THNG HACCP m bo an ton thc phm ti cc Trung tm thng mi, Metro p dng h thng HACCP. HACCP c ngha l phn tch mi nguy v im kim sot ti hn, mt h thng m bo an ton thc phm v duy tr nhng tiu chun v sinh. HACCP tr thnh mt phng php c cng nhn v chp thun trn ton th gii m bo an ton thc phm trong vng 30 nm.Ti Metro, chng ti p dng HACCP bng cch:

Xc nh mi nguy v nhn din chng xy ra nh th no. Xc nh nhng bin php phng nga Thc hin vic kim sot hng ngy. Thc hin nhng bc phng chng nhng mi nguy tim n v Kim tra xem k hoch HACCP c hiu qu khng.
TRANG 44 NHM 4
hin hu

Xy dng h thng ti liu ghi li nhng mi nguy xy ra. Phn loi v ghi chp nhng thng tin ny.
Tuy nhin, ti Metro, HACCP khng l mt chng trnh ring l, m c xy dng trn nn tng ca nhng hot ng hng ngy, cn c gi l chng trnh tin quyt. S thnh cng ca chng trnh HACCP ph thuc vo hai yu t c s h tng v con ngi. Chng ti m bo chng trnh tin quyt c pht trin v duy tr da trn: Thc hnh sn xut tt (GMP): nhng qui chun (SOPs) c xy dng hng dn nhn vin cch thc hin ng cng vic ca mnh
Nh xng v thit b c thit k ph hp to iu kin cho vic chun b sn phm an tan

Cht lng nc s dng c kim sot cht ch
Chng trnh v sinh kh trng vi s t vn ca nh cung cp ha cht chuyn nghip

Kim sot vt gy hi bng cc ch phm sinh hc Kim nh v bo tr thit b nh k Nhn dng v truy vt sn phm Thu hi sn phm
TRANG 45 NHM 4

m bo v sinh c nhn v sc khe ca nhn vin Hun luyn nhn vin theo yu cu lut nh v theo yu cu cng Ph duyt nh cung cp
vic
HACCP l mt yu cu php l c thc hin nghim nht ti nhiu quc gia ni Metro ang hot ng. V vy, chng ti bo m rng ton b nhn vin Metro hiu bit, tun th v y mnh vic p dng HACCP.
CHNG II. Marketing v Bn hng

Metro, vi bn cht l mt cng ty hot ng trong lnh vc thng mi, bun bn s v l hin i, nn qu trnh vn hnh cng chnh l qu trnh Marketing v Bn hng v cng l nhng hot ng tao u ra, to nn doanh thu cho cng ty. Vi vic phn chia lm 2 b phn: Marketing v Ngnh hng ( Ha m phm, in t, Gia dng,v.v..) trong qu trnh hot ng tm kim khc hng v gia tng li nhun cho cng ty th mi b phn m nhim nhng phn khc khch hng khc nhau nhng trn c s hp tc, h tr v gip ln nhau nhm t c kt qu tt nht ca cng ty thng qua cc ch tiu (Target) c t ra cho mi b phn. II.1. Phng Marketing Vi vai tr m nhim trong phn khc khch hng l nhng h kinh doanh ( tuy quy m nh nhng rt ph bin nc ta), khch hng cng ty, vn phng, cc c quan hnh chnh. Phng Marketing thng xuyn t chc cc bui gp mt khch hng trao i, tm hiu thm nhu cu cng nh ti kch hot nhng khch hng ng k nhng doanh s mua cha cao v tm kim thm khch hng mi cho Metro. Thng cc khch hng do phng Marketing m nhim s c mt hp ng gia Metro v khch hng nhm m bo quyn li v ngha v ca c hai bn.
TRANG 46
NHM 4
CUSTOMER GROUP Top hotel & restaurant Top hotel & restaurant Top hotel & restaurant
KAE NAME Danh Minh Tuan Khuc Thi Diep Dao Hoang Tuan
WEEK 24 BUYING RATE No.of BY BY Cust Rate 139 148 129 82 64 84 59% 43% 65%
ACTUAL SALES Actual Actual Sales Target 203,240 138,894 86,060 187,500 137,500 150,000
Dev.% vs Tar 108% 101% 57%
Top hotel & restaurant 416 230 55% 428,194 475,000 Total Hotel, Nguyen Restaurant, Thi 121 83 69% 99,566 187,500 Bar, Caf Ngan Hotel, Phan Thi Restaurant, Ngoc 128 81 63% 123,575 212,500 Bar, Caf Loi Ch tiu Hotel, Hnh 6. Nguyen doanh s ca mt s nhn vin phng Marketing Restaurant, Huu 135 80 59% 101,024 150,000 Bar, Caf Vinh Hotel, Restaurant, 384 244 64% Bar, Caf 324,165 550,000 Total Tran Canteen & Thien 135 102 76% Catering Bao 484,505 524,669 Quoc Thai Mai Canteen & Quoc 144 82 57% Catering 328,240 582,877 Huy Ly Thi Canteen & Xuan 131 89 68% Catering 189,672 375,000 Mai II.2. Ngnh hng v cc hot ng bn hng Vi c th phc v nhm khch hng bn bun ( mua s, s lng ln) nn cch hot ng ca cc ngnh hng trong Metro khng ging nh nhng
90%
53%
58%
67%
59%
92%
56%
51%
siu th khc trn th trng. Ngoi vic sp xp trng by, qun l hng ha, tn kho, doanh s ca chnh ngnh hng mnh th cc ngnh hng cn phi tm u ra cho sn phm vi cc khch hng ch lc l nhng i l, nhng cng ty ln.
001 30111100 Net sales Food Net sales Food (GMS) Voucher & other deductions Food 002 30112100 Net sales Non-Food Net sales Nonfood (GMS) Voucher & other deductions NonFood 010 011 30211200 30211300 30211400 30211500 NET SALES TOTAL Gross Profit Food Stat.Margin Purchase Incidentals SVA Stock Corrections
97,940 98,033 -93 18,794 18,822 -28 6,211 7,140 -164 0 -765 12,095
83.90 83.98 -0.08 16.10 16.12 -0.02
103,158 103,251 -93 19,087 19,115 -28 6,594 7,579 -173 0 -813 6,197 12,791
84.39 84.46 -0.08 15.61 15.64 -0.02
116,734 100.00
6.34 7.29 -0.17 0.00 -0.78 6.01 12.35
122,246 100.00
6.39 7.35 -0.17 0.00 -0.79 6.01 12.40
III/ 012
Dch v v chui cung ng hng ha Later Income Food 5,884

TOTAL INCOME V Hu Mi FOOD
020 Dch
B phn Hu Mi s h tr Qu Khch Hng trong vic gii p thc mc v dch v v hng ha mua ti METRO, pht qu tng khuyn mi, phiu bo hnh, ng thi gii quyt cc hng ha b i hoc tr. 1. Gii p thc mc v hng ha v dch v mua ti METRO. 2. Pht qu tng khuyn mi. 3. Bo hnh: Nhng mt hng in t mua ti cc Trung Tm METRO u c bo hnh bi cc nh sn xut, a im bo hnh do nh sn xut y quyn c ghi r trn phiu bo hnh.
TRANG 48
NHM 4
4. i/Tr hng: i vi mt hng phi thc phm, chng ti nhn i/tr hng trong vng 10 ngy (km vi ha n METRO), sn phm phi km theo bao b gc, v li k thut do nh sn xut.
CHNG III. Qun l dy chuyn cung ng v cc dch v kho vn

L mt trong nhng b phn chc nng ch cht ca METRO CASH CARRY VIETNAM nh phn phi s hng u ti Vit Nam, phng Cung ng hin l mt trong nhng phng chc nng ln nht trong Cng ty, vi khong 25 nhn vin chnh thc ton thi gian v khong 25 nhn vin dch v thu ngoi, chu trch nhim v ton b hot ng qun l dy chuyn cung ng v kho vn ca Cng ty. Cng vi s h tr ca hn 20 Nh Cung Cp Dch V Kho Vn (NCCDV), mng li phn phi ca Metro m bo s kt ni cht ch gia hn 1000 Nh Cung Cp Hng Ho (NCCHH) vi cc Trung Tm Thng Mi (TTTM) ca Metro ti cc tnh thnh trong ton quc thng qua 4 Trung Tm Phn Phi (TTPP) chnh vi hng chc chuyn giao hng mi ngy. Bn cnh , thng qua vic hp tc vi cc Nh dch v vn ti a phng, Metro cn thc hin hng trm chuyn giao hng min ph tn ni t cc TTTM ti cc khch hng chuyn nghip trong v ngoi cc thnh ph chnh mi ngy. Nhim v v mc ch chnh ca phng Cung ng l: 1. Ci thin mt cch hiu qu hot ng qun l dy chuyn cung ng v kho vn nhm tha mn cc nhu cu ca khch hng ni b v bn ngoi Cng ty thng qua vic t c cc mc tiu chnh sau y:

ng sn phm ng s lng ng thi gian ng ni ng gi

TRANG 49 NHM 4

ng iu kin ng thng tin
2. Hp tc v h tr mt cch hu hiu vi cc b phn, phng ban chc nng trong Cng ty v cc i tc bn ngoi hon thnh cc chin lc, d n v cng vic c giao v mc ch chung. 3. Lin tc hc hi v o to pht trin mt i ng nhn vin c trnh , kinh nghim v nng lc, khuyn khch mt tinh thn v thi lm vic trung thc, cng bng, tin cy v tn trng mi ngi, tng cng tnh ng i v tinh thn on kt trong i ng nhn vin, gia nhn vin v Cng ty. III.1. Cc Trung Tm Phn Phi chnh ca Metro III.1.1 Trung Tm Phn Phi Rau Qu Lt:
Ta lc ti tnh Lm ng, mt trong nhng ni sn xut rau c qu n i chnh ca min Nam, TTPP Lt nhn c s u t v h tr c bit t pha Tp on Metro cng nh cc t chc quc t (trc thuc chnh ph H Lan) nhm: Tng cng s hiu bit v hp tc gia tt c cc i tc trong chui cung ng hng ha.
Trao i kinh nghim, chuyn giao k thut, phng php nui trng v thu hoch tin tin gia nng dn vi nhau, vi s tr gip ca cc chuyn gia.

Gii thiu cc ging cy trng cng nh cc sn phm mi.
Pht trin sn phm mang thng hiu ring dnh cho cc khch hng chuyn nghip v xut khu.

Xy dng cc tiu chun phn loi v nh gi cht lng sn phm. Ci thin vt liu v qui cch ng gi sn phm. Thc hin cc gii php kim sot nhit sn phm tui sng t khi
TRANG 50 NHM 4
thu hoch ti nng tri cho n khi tiu th.

Ci thin cc iu kin v phng tin bo qun sn phm.
p dng cc nguyn tc thc hnh v an ton v sinh thc phm v ph hp vi tiu chun HACCP (kim sot im ti hn).
III.1.2
Trung Tm Phn Phi hng ti sng Bnh Dng:
Nm trong khu Cng Nghip Vit Nam Singapore, Trung Tm Phn Phi Bnh Dng l mt trong nhng TTPP dnh ring cho cc mt hng ti sng ln nht ca Metro ti Vit Nam. Cc chng lai sn phm bao gm: rau c qu, c, tht, hng ng lnh v hng ti sng nhp khu. T TTPP ny hng ha s c kim nhn, phn lai, ng gi, dn nhn v chuyn giao v cho cc TTTM ca Metro trn tan quc. Cng vi TTPP Lt, mc ch ca TTPP ti Bnh Dng l nhm: Phi hp s n lc ca tt c cc thnh phn tham gia vo chui cung ng thng qua vic ci thin cc quy trnh lm vic, chia s trang thit b, c s vt cht cng nh thng tin v tng hp c li th kinh t nh sn lng ln. Kim sot cht ch cc iu kin sn xut, bo qun, vn chuyn theo cc
nguyn tc an ton v sinh thc phm t khu cung ng ti tiu th.Kim sot cht ch cht lng hng ha trc khi giao ti cc TTTM ca Metro. H tr cc nh sn xut nh, nng dn, ng dn l nhng ngi khng iu kin m bo cc phng tin kho bi, vn chuyn v kim sat nhit ph hp cho hng ti sng. III.1.3 Trung Tm Phn Phi hng thc phm kh v hng phi thc phm TP.HCM:
c xy dng trong cng khu vn phng chnh ti Q.2, TP.HCM, TTPP An Ph c dnh cho vic bo qun v trung chuyn cc hng thc phm kh v phi thc phm trong nc cng nh nhp khu. T TTPP ny hng ha s c kim nhn, phn loi, ng gi, dn nhn v chuyn giao v cho cc TTTM ca Metro trn tan quc. Thng quan TTPP An Ph, Metro hng n vic: Ti u ha cc iu kin giao nhn vn chuyn hng thc phm kh v phi thc phm.
H tr cc NCCHH nh v va c th giao hng n tt c cc TTTM ca Metro trn ton quc trong thi gian ngn nht vi mc chi ph thp nht.

Ci thin tnh trng t hng ti cc TTTM ca Metro. Trung Tm Phn Phi H Ni:
III.1.4
Nm khu cng nghip Quang Minh, TTPP H Ni chu trch nhim bo qun v trung chuyn cho tt c cc loi hng ha t thc phm ti sng n thc
phm kh v phi thc phm. Ti y hng ha s c kim nhn, phn loi, ng gi, dn nhn v chuyn giao v cho cc TTPP ca Metro khu vc pha Bc v mt lng nh cho khu vc pha Nam. Cng vi tt c cc TTPP khc, TTPP H Ni gip Metro:

Hon chnh mng li kho bi v h thng kho vn trn ton quc.
Ci thin iu kin hot ng, bo qun, vn chuyn trong mng li cung ng khu vc pha Bc.

Kim sot cht ch cht lng hng ha trc khi giao v TTTM.
H tr cc nh sn xut nh, nng dn, ng dn trong vic m bo cc phng tin kho bi, vn chuyn v kim sot nhit ph hp cho tng chng loi hng ha. Phng tin vn chuyn bng xe lnh:
III.1.5
H thng vn chuyn ni a hin i bng xe lnh nhiu ngn v ti trng ln l mt trong nhng ci tin quan trng nht ca Metro ti Vit Nam., ci tin ny gp mt phn quan trng cho s thnh cng ca Cng ty trong vn m bo cht lng n nh v s ti mi ca sn phm trong sut qu trnh bo qun v vn chuyn: Hng ha c chuyn ch t cc TTPP n cc TTTM bng xe lnh hoc con-tai-n nhiu ngn vi ti trng trung bnh t 40 60 khi/chuyn (tng ng 10 20 tn/chuyn).
Mi xe ti hoc con-tai-n lnh c 2 -3 ngn, c trang b h thng lnh v h thng theo di nhit sao cho c th iu chnh nhit tng ngn mt cch ring bit ty theo iu kin bo qun quy inh.
TRANG 53
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Ty thuc vo tnh cht, c im ca tng chng loi sn phm, hng ha c cha trong cc ngn ring bit v c bo qun mt khong nhit thch hp t -20oC ti 30oC. Kch thc ca cc ngn c th iu chnh linh hot bng cc vch ngn di ng gip cho ti trng hu dng tng ln ng k.
Mi ngn c trang b cc nhit k c kh nng lu tr d liu lin tc v c th cung cp cc biu theo di nhit t lc bt u bc hng ln xe n khi giao hng ti cc TTTM. Thng qua cc biu nhit ngi s dng c th nh gi c s n nh v iu kin bo qun, vn chuyn trong sut qu trnh chuyn hng.
Cc xe chuyn hng u c trang b bn nng h tr vic bc d hng ha trong trng hp khng c bc nng hang hay bc d th cng bng tay.
CHNG IV. MA TRN IFE

Mc H s S im quan phn quan trong loi trng 0.11 3.75 0.4125
Yu t bn trong ch yu 1 C c cu t chc tt
Cht lng hng ha lun c m bo, thng xuyn kim tra cht lng 0.07 u vo Cht lng cc cng ty cung cp dch v vn chuyn, bo hnh cho Metro 0.055 khng cao Gi c rt cnh tranh C h thng nhn hng ring mnh 0.12 0.07
3.25
0.2275
2 3.8 2.75 3 3.25 3.5 2 3.45
0.11 0.456 0.1925 0.06 0.2275 0.1575 0.07 0.345
3 4 5 6 7 8 9
Khun vin v khng gian mua sm 0.02 rng, to s thoi mi cho khch hng Nhn vin lm vic vi nng sut cao C cu kim tra, kim sot cht ch 0.07 0.045
Ct gim gn 40% nhn vin t 250 0.035 xung 170
10 Khng b qu ph thuc vo nh cung 0.1

GVHD GS.TS ON TH HNG VN TRANG 54
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cp bn ngoi 11 Ngun vn mnh 12 C s h tng, vt cht tt 0.11 0.11 3.75 3.75 3.5 3.25 0.4125 0.4125 0.2275 0.065 3.376
C b phn "Dch v khch hng" 0.065 13 chuyn bit c nh gi l h thng c cht 0.02 14 lng cao trong ngnh 1
Kt lun: Metro Cash & Carry kh mnh v cc yu t bn trong, cao hn mc trung bnh. iu ht sc quan trng, Cng ty s c ngun lc trong tng lai thay i v pht trin theo s bin ng khng ngng ca nn kinh t ni chung v ngnh bn l ni ring. Bn cnh , Metro cn c cu li i tc cung cp cc dch v i km, bi v nhng yu t dch v chnh l nguyn nhn li n tng v s trung thnh ca khch hng ngy nay.
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PHN IV. MA TRN TOWS V MA TRN QSPM
PHN IV.
CHNG I. MA TRN TOWS
MA TRN TOWS V MA TRN QSPM
im mnh 1.Gi c rt cnh tranh
im yu 1.Cht lng cc cng ty cung cp dch v vn chuyn, bo hnh cho Metro khng cao 2.Cung cch tip th, bn hng c s hn ch so vi cc trung tm in my, dn dng khc 3.Chnh sch lng, h tr nhn vin cha cao.
2.C h thng nhn hng ring mnh 3.Khng b qu ph thuc vo nh cung cp bn ngoi
4.Ngun vn mnh 4.V tr hot ng xa trung tm thnh ph 5.C s h tng, vt cht tt 1. Gia tng dn s v t trng dn s tr cao. 2. Bin php kch cu v bnh n gi ca nh nc C hi 3. Thay i thi quen mua sm ca ngi tiu dng 4. Chnh sch lut php hn ch u t ca doanh nghip bn l 100% vn nc ngoi. 5. Chnh sch pht trin cc vng ven ca thnh ph 1. Lm pht. 1. Tn dng gi c cnh tranh a ra chnh sch khuyn mi, gim gi trong thi k lm pht. 2. Cc i th cnh tranh chun b gia nhp ngnh. 2. Cng c v pht trin th phn hin ti 3. Ro cn vn ho Nguy c 4. Chin lc m rng th trng ca cc i th cnh tranh. 4. Pht trin chnh sch PR rng ri ra cng chng 5. Chnh sch h tr doanh nghip trong nc ca nh nc. 3. Pht trin dch v sau bn hng, u t h thng bn hng to s thun tin ti a cho khch hng 3. a dng ho i tc i vi cc dch v gia tng 2. Pht trin ngun nhn lc vi cc chnh sch ph hp 1.Xy dng v duy tr chui cung ng 1.Nhanh chng m rng quy m hot ng 2. Tp trung pht trin v pha sau. 3. Gia tng th phn. 5.Chui cung ng xy dng cha bn vng 1. Tn dng ngun lao ng tr pht trin i ng bn hng. 2. M rng quy m n u s quy hoch ca nh nc 3. Xy dng chui cung ng bn vng da trn chnh sch bnh n
TRANG 56
NHM 4
PHN IV. MA TRN TOWS V MA TRN QSPM
CHNG II. MA TRN QCPM

Cc yu t quan trng Cc yu t bn trong 1 C c cu t chc tt 3.75 2 7.5 3 11.25 3 11.25 2 7.5 C mt h thng hot ng, cung ng hng ha chuyn nghip Gi thp gip gim sc p v tng sc cnh tranh trn th trng H s phn loi Gia tng th phn AS TAS Cc chin lc c th thay th Pht trin i ng nhn Pht trin chui cung ng vin AS TAS AS TAS Pht trin hot ng marketing AS TAS C s ca s im hp dn
2 Gi c rt cnh tranh
3.8
15.2
3.8
11.4
3 C h thng nhn hng ring mnh 4 Hnh thc kinh doanh c o v khc bit Khng b qu ph thuc vo nh cung cp 5 bn ngoi
2.75 3.45
4 4
11 13.8
4 2
11 6.9
0 1
0 3.45
2 3
H thng nhn hng ring 5.5 mnh,gim p lc v ngun cung hng ha, gia tng li nhun 10.35 To s khc bit v chuyn nghip trong mt ngi tiu dng
3.45
13.8
13.8
Ch ng trong chui cung ng, 3.45 gim p lc v chi ph do s p gi ca nh cung cp 15 C ngun vn cho u t, pht trin 7.5 m bo tnh chuyn nghip v thun li trong qu trnh vn hnh
6 Ngun vn mnh 7 C s h tng, vt cht tt Cc yu t bn ngoi 1 Gia tng dn s v t trng dn s tr cao Bin php kch cu v bnh n gi ca nh 2 nc Thay i thi quen mua sm ca ngi tiu 3 dng Chnh sch, lut php, chnh sch thu h 4 tr doanh nghip trong nc 5 Cng ngh pht trin Chnh sch pht trin cc vng ven thnh 6 ph Mc quan tm ca chnh quyn a 7 phng
3.75 3.75
4 2
15 7.5
4 2
15 7.5
2 1
7.5 3.75
4 2
3 3
12
12
Gia tng lng cu v hng ha v 9 cung cp ngun nhn lc cht lng cao Lm tng s hiu bit ca ngi tiu 12 dng v hng s tiu dng vo knh phn phi hin i 16 S chuyn hng ca ngi tiu dng v h thng phn phi hin i Gip ngun cung v gi hng ha ni a n nh p dng cng ngh vo qu trnh hot ng
4 3 3 4 4
16
1 2 4 4 158.8
3 6 16 16
1 3 2 1 112.25
3 9 8 4
0 0 0 1 44.95
0 0 0 4
1 1 2 1 115.7
3 3
8 Tn dng v n u c hi 4 To thun li cho qu trnh hot ng
Cng tng s im hp dn GVHD GS.TS ON TH HNG VN
TRANG 57
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PHN IV. MA TRN TOWS V MA TRN QSPM Nhn xt Sau mt qu trnh kt hp cc yu t bn trong v bn ngoi a ra ma trn TOWS nhm xc nh chin lc cho Metro Cash & Carry Vit Nam trong giai on 2011-2015, vi s h tr ca Ma Trn QSPM nhm nhn nhn mt cch r rng hn v cc chin lc c th p dng. Sau qu trnh phn tch, nhm c kt lun nh sau: Trong bi cnh ca nn kinh t y bin ng, tnh hnh trong v ngoi nc y bt n nhng vi nhng li th c th v ngun lc ti chnh, cng vi hnh thc kinh doanh c o v nhng c hi do nh nc mang li, mt s chuyn i thi quen mua sm ca ngi tiu dng Vit Nam mang n cho Metro nhng tm nhn v c hi. n u trong knh phn phi hin i sp pht trin mnh Vit Nam, th theo nhm Metro cn pht trin thm mng li phn phi trn quy m ton quc, cn tp trung vo nhng khu th v vng kinh t pht trin v khch hng chnh ca Metro l nhng doanh nghip, cng ty v c s kinh doanh. Song song vi qu trnh m rng th phn th Metro cng cn ti c cu hoc hon thin hn nhng chui cung ng hng ha, m bo s a dng, phong ph cc mt hng ng thi m bo tnh cnh tranh trn th trng. V cn truyn thng su rng hn na thng hiu ca Metro c th gn vi ngi tiu dng hn thng qua cc hot ng Marketing, PR rng ri.
TRANG 58
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TI LIU THAM KHO
Ngun ti liu tham kho

Mng ni b Cng ty TNHH Metro Cash & Carry Vit Nam Sch Qun Tr Chin Lc ( NXB Tng Hp Tp.HCM, GS.TS on Th Hng Vn) Cng ty nghin cu th trng Nielsen Vit Nam http://vn.nielsen.com/site/index.shtml http://www.metro.com.vn/servlet/PB/menu/-1_l30/index.html
TRANG 59
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MC LC
Mc lc
Li ni u............................................................................................... 3 Phn 1. Gii thiu v Metro .................................................................... 7 Chng 1. Tp on Metro ..................................................................... 7 Chng 2. Metro Cash Carry .............................................................. 9
Chng 3. Metro Cash & Carry Vit Nam ........................................... 11 Chng 4. Metro Hip Ph ................................................................... 15 Phn 2. Mi trng bn ngoi ............................................................... 21 Chng 1. Mi trng v m ................................................................ 21 Chng 2. Mi trng vi m ................................................................ 30 Chng 3. Ma trn EFE ........................................................................ 36 Phn 3. Mi trng bn trong ............................................................... 37 Chng 1. Cc hot ng u vo ........................................................ 37 Chng 2. Marketing v bn hang ........................................................ 46 Chng 3. Qun l dy chuyn cung ng v dch v kho vn .............. 49 Chng 4. Ma trn IFI ........................................................................... 54 Phn 4. Ma trn TOWS v QSPM ........................................................ 56 Chng 1. Ma trn TOWS .................................................................... 56 Chng 2. Ma trn QSPM ..................................................................... 57 Ti liu tham kho ................................................................................. 59 Mc lc ................................................................................................. 60
TRANG 60
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Quản trị chiến lược - Metro

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LI NI U

GVHD GS.TS ON TH HNG VN

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

PHN I. GII THIU V METRO

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

billion**** 3.6 billion

PHN 1. GII THIU METRO

936 million 17.6 billion

519 million 13.9 billion

12,771,000 square some 290,000

Metro Cash & Carry

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

PHN 1. GII THIU METRO

ca. 20,000 ** ca. 30,000 **

CHNG III. Metro Cash & Carry Vit Nam

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

PHN 1. GII THIU METRO

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

PHN 1. GII THIU METRO

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

CHNG IV. METRO HIP PH

PHN 1. GII THIU METRO

Tm nhn v s mng Tm nhn

Bt c ai c ng k kinh doanh hp php theo qui nh ca nh nc

PHN 1. GII THIU METRO

*Phn loi khch hng:

Thc Phm R u Bia v Bnh Ko

Phi Thc Phm Ha M Ph m

GVHD GS.TS ON TH HNG VN

PHN 1. GII THIU METRO

C cu t chc ( xt mt trung tm c th)

Phng iu Hnh Th Trng

Phng Giao Nhn

Quan H Khc h Hng

GVHD GS.TS ON TH HNG VN

PHN 2. MI TRNG BN NGOI

PHN TCH CC YU T BN NGOI CA METRO HIP PH

GVHD GS.TS ON TH HNG VN

PHN 2. MI TRNG BN NGOI

GVHD GS.TS ON TH HNG VN

PHN 2. MI TRNG BN NGOI

PHN 2. MI TRNG BN NGOI

PHN 2. MI TRNG BN NGOI

PHN 2. MI TRNG BN NGOI

PHN 2. MI TRNG BN NGOI

PHN 2. MI TRNG BN NGOI

GVHD GS.TS ON TH HNG VN

PHN 2. MI TRNG BN NGOI

nhng sn phm c gi tr.

Sources: Nielsen business barometer

PHN 2. MI TRNG BN NGOI

Chng II. Mi trng vi m

PHN 2. MI TRNG BN NGOI

GVHD GS.TS ON TH HNG VN

PHN 2. MI TRNG BN NGOI

ca. 20,000 ca. 30,000