3.2.2.

xut chin lc thng qua phn tch ma trn SWOT: (trang bn) Trc nay chui Co-opmart thng qu ch trng vo vic m thm siu th nn ch tp trung vo chin lc m rng th trng, iu ny s dn n vic pht trin khng ng u v cha mang tnh bn vng. Nay thng qua nghin cu chi tit v c th, tc gi c gng a ra mt nhm cc chin lc m nu thc hin ng thi s em li hiu qu cao. Kt hp nhng yu t mi trng bn ngoi - bn trong, c bit bm st mc tiu ra, chng ta s dng ma trn SWOT a ra mt s chin lc c tnh kh thi cho Saigon Co-op ni chung v chui Co-opmart ni ring t nay n 2015.

Bng 3.1: Ma trn SWOT (O) C hi 1. S n nh v chnh tr v tng trng kinh t. 2. Chnh sch khuyn khch pht trin ca Chnh ph. 3. VN l mt trong by th trng bn l hp dn nht. 4. Dn s tng, c bit l dn s tr - thu nhp cao. 5. Li sut th trng thp. (S) im mnh 1. i ng nhn vin giu kinh nghim, nhit tnh. 2. Th phn tng dn. 3. Hot ng ti chnh - k ton mnh. 4. Thit b - h thng kho bi nhiu, cht lng kh. 5. Hot ng nghin cu pht trin kh. (W) im yu 1. C cu t chc cn chng cho. 2. Ch tin lng, khen thng cha cao. 3. Hot ng o to ngun nhn lc cn trin khai thm. 4. Hot ng marketing cn hn ch. 5. H thng thng tin cn chm. W3, W4, W5 + O3, O4 Chin lc hi nhp v pha trc. W2, W3 + T1, T4 Chin lc gi chn nhn ti. W1, W5 + T4 Chin lc ti cu trc. Chin lc WO Chin lc WT S2, S5 + O2, O3, O4, O5 Chin lc pht trin th trng. S1, S3, S4 + O3, O4 Chin lc thm nhp th trng. S2, S3, S4, S5 + T2, T3, T4, T5 Chin lc hi nhp v pha sau. S2, S3 + T1, T4, T5 Chin lc cnh tranh v gi. Chin lc SO 2.Dch bnh gia sc, gia cm v vn thc phm sch. 3.Hin tng u c (go, vng, ngoi t). 4. Nguy c gia nhp ngnh ca cc i th tim n. 5. Khch hng nhy cm v gi. Chin lc ST (T) Nguy c 1. Lm pht v tc tng gi.

Bng 3.2: Cc phng n chin lc Nhm Tn chin lc Ni dung chin lc S dng hu hiu sc mnh ti chnh v ngun nhn lc, h Thm nhp th trng SO M rng h thng bng cch pht trin thm cc STh, TTTM v cc Co-op Food ti nhng Tnh/ Thnh, Qun/ Huyn cha Pht trin th trng c mt Co-opmart bng cch vn dng chnh sch khuyn khch pht trin ca Chnh ph (k c s hu thun v ti chnh t Chnh ph) ng thi vi kh nng nghin cu pht trin t thn v thi c li sut th trng thp. Khi xy ra lm pht, tng gi ng thi vi nguy c gia nhp ngnh ca cc i th tim n (c bit l tp on Walmart vi khu hiu gi mi ngy mi r) th ngi tiu dng cng c Cnh tranh v gi xu hng nhy cm v gi, v vy chui Co-opmart phi da vo quy m ln t c li th chi ph u vo thp nhm nh gi di mc gi ca cc i th cnh tranh v thu ht s ng khch hng gia tng tng s li nhun. ST y l xu hng chung ca cc siu th hin nay. Cc siu th u c nhn hng ring ca mnh, ngy cng a dng mt hng dn dn ch ng hn trong vic cung cp hng ha cho khch hng mc tiu ng thi gim p lc ca cc nh cung cp. Co-opmart vi h thng cc cng ty sn xut ring nh Hi nhp v pha sau Nam Dng, Long Xng, Tabico th c li th hn, v vy cn tn dng li th ny ng thi vi li th v ti chnh, th phn, hot ng nghin cu hi nhp thnh cng. (c bit phi ch trng n mt hng nng sn v Metro hin dn u v mt hng ny vi nng tri th nghim v kho trung chuyn ti Lt). thng kho bi (rt cn thit cho ngnh bn l) tn dng c hi khi th trng rng ln v c kh nng sinh li cao.

Tng cng h thng thng tin, pht trin cc chin lc marketing hu hiu nhm p st th trng ang c xem l th trng bn l mi ni hp dn nht. (VD: hin Co-op ch pht brochure tn nh cho thnh vin l cha nng ng. BigC khng WO Hi nhp v pha trc nhng pht t bm rng ri m cn gi thng tin khuyn mi qua email ca khch hng c nhu cu) Ch trng cng tc qun tr v o to - ti o to ngun nhn lc.

Ti cu trc WT

Ti cu trc li t chc, c lp hn v b tr nhn s ch ng trong kinh doanh. Mc d trc thuc Nh nc nn lng, thng phi theo ch chung, tuy nhin cn nng ng ci tin thu nhp cho ngi lao ng gii nhm gi vng i ng nhn vin tt; ng thi xem vic o to chuyn su cho cn b nng ct l mt u i.

Gi chn nhn ti