QUAN TRj KINH DOANH
GiAi PI^AP PHAT TRI^N CHI^N LUOC MARKETING
HANG THI/C ?wk TJOI SdNG VA Z\\( BI^N SAN
CUA CAC SI^U THI TRiN D|A BAN THANH ?w6\\l NOl
Nguydn Th| Thu Huang * Ngiy nhfin: 30/12/2011 Ngiy nhdn Igl: 23/04/ 2012 Ma so': 2. QTKD Td khda: Chid'n lUtfc Marketing, sidu thi. marketing hing thtfc phdm
^idu thi d Itfi thdii tlnh ti$n Itfi, nhidu sidu thi ho^t ddng vdi khdu hi$u "Siiu thi thay thd chp cdc';
C/"Li b$n cua mQi nhi". Tuy nhidn, thtfc td'hi$n nay, sidu thi vdh chda thtfc stf li stf ltfa chgn cOa d^i da sd ngddi tiiu dung trin thi trudng Hi Ndi khi mua sim thtfc phdm tUdI sdng vi chd bidn sdn.
Nhieu sidu thi di ddu tu nhdng thidt bi bio quin, thidt bi trung biy sin phdm tuai sdng vi sa chd, thim chi ddu tu ci nhi bd'p dd chd bidn ra cic mdn in chd bidn sdn phtfc vtf nhu du tiin Ipi cua ngtfdl tUu dung, nhung l$i khdng dupc nhidu ngudl tidu dung hudng dng. Cd khi nhidu nguydn nhin oJa tlnh tr$ng niy, nhung chd yd'u li bd miy quin tn sidu thi chua thtfc stf coi trpng tdi viic lip kdho$ch, thtfc hi$n cic hoat ddng marketing nhim chi ra nhdng djnh hddng phit tridn ddi vdl mit hang nay vi dap dng t&
hdn nhu du eua khich hing. Trong bii vidt niy, trdn cd sd tdng hpp dc nghiin ci3u dd liiu sd dp va thd cap. tic gia di dua ra cic giii phip gidp ning cao ho^t ddng phit tridn chidn lupc marketing hing thuc pham tUdi song vi che bidn sdn cda cic sidu thi bin ie tai Ha Ndi
1. Khai quat ve phat trien chien lupc marketing nginh kinh doanh xie d|nh de tgo Ifip eie can Hifin nay, mdt so khii ni$m ye chien lupe mar- bang v i Uileh nghi mdi nhdm nfing cao hifiu suat keting dang dupc ddng khi phd bien sau dfiy:
- Chien lupc Marketing l i hd thdng luin difi'm logic, hpp ly lam can cd chf dgo don v| to chdc tlnh toan cich giai quydt nhdng nhifim vg marketing cua mlnh. Nd bao gdm nhdng chien lupe eg thfi ddt vdl cac th| trudng mue tieu, ddi vdi phdc hd marketing va mde ehi phi cho marketing [3].
- Chien lupe Maritetlng dupc dinh nghTa l i toin bp logic tiep th| thUdng mgi m i nhd dd cie ddn v|
kinh doanh dat dupc mgc tifiu marketing eda mlnh.
Mpt chldn lupc marketing cua doanh nghidp bao gdm mfit cau tnJc cfin bing cua marketing mgc tifiu, marketing mix v i quy hogch marinating cua doanh nghlfip phu hop, thich nghi vdi nhdng didu kidn mdt trudng mafketing thudng xuyfiri thay ddi. [1]
Trong kmh doanh hifin dgi, chidn lUpc market- ing Ifi mpt trong nhdng chldn lupc chdc nfing, chldn lupc niy cd v| thd quan trpng eho vide thllt lip v i phit tridn cdc chldn lupe chdc nfing khic nhu chldn lupc ve san xudt, chidn lupc kinh doanh, chien lUdc ve tii chfnh, chldn lupc ngudn nhfin lgc.
^Phit trifi'n chldn lupc marketing l i qui trinh trien khai cac cdng eg, cae npi dung va til cdu trdc chien luoc marketing dupe hogeh d|nh ehung cho cdc nhdm SBUs eda cac doanh nghidp thupc cdng
KHOA HQC —-s—^~=—~=-===^^=^=
62 ThUtfng Mai
thpc hidn sd mgng v i mgc tifiu chien lupc maritet- Ing da dupe xic Ifip trong mdi tnJdng mariteting cda doanh nghidp thudng xuyfin thay ddi v i cd tlnh ddt bidn chidn lupc. [5]
Nhu vfiy, xfit vd v| tri. phat trien chidn lupe mar- keting l i sg tidp ndi cua khau hogch dmh dd dua chldn lupc marketing dupe hoach d|nh vio doanh nghidp. Trong qud trinh dd cd sg thay ddi, til cau trdc, tdi thidt cac ydu td, cic ngudn lgc, cde nang Igc. cac qui trtnh marketing cot ldi dd tgo tdp si/
cfin bdng npi tgi eua doanh nghlfip v i su thfch nghi eda cdu trde chldn lupc mdi vdl mdi trudng marketing v i mang Igl hidu suat chldn lupc cao ma vdh dga trfin ndn tang sd mgng v i d|nh hudng chldn tupc marketing cua doanh nghldp.[5]
Xfit vd thge chdt, phit tridn chldn lupc market- ing l i til edu trdc chldn lupc mariteting dd quin^i sg thay ddi eda cSu thf trudng cua doanh nghifip, quan tri sg phit tridn nhdm tao ldp su can bang thgdng xuyfin eua chudi curig dng gii trt cho khich hdng va l i quan tr| sg kien tgo tri thdc mdi de lim thich dng. phd hpp, nfing ddng v i hifiu qua
* ThS.. Tmdng D^i hgc Lao dgng - Xa hdi
So 48/2012
QUAN TR! KINH DOANH
vigc thuc thi chldn lupc marketing da dupe hogch dinh vdl nhdng thay ddi chien lupc td mdi trudng v i t h i trudng cua doanh nghldp.[5]
Nfii dung nghien cdu p h i t trifin chien lupc mar- keting cua sifiu th| b i n le bao gdm: p h i t trifi'n tridt 1} khach h i n g , p h i t trie'n marketing chldn lupc, phat trien marketing chidn thudt, p h i t tridn nfing luc marketing v i c i c q u i trinh marketing cdt lot, phattrien c i c ngudn lgc chldn lupc marketing.
Chien lupc marketing khdnp chi dupe dd ra mpt icach tdng q u i t cho toan bd td chdc, ma cdn ddpc cy the hda cho tdng ITnh vgc kinh doanh, tdng (nhom) s i n phdm. Hang thge phi'm tuoi sdng v i
^lic phfi'm chd bien sdn l i mpt mat h i n g chd dg^o , cOa c i c sifiu th| ban le, vi$c quan tfim tdi p h i t trifi'n
chldn lupc marketing eho nhdm h i n g n i y khdng ch! dam bao eho ipi ich eda doanh nghidp m i edn thoa man nhu cau ngudi tifiu ddng vd Ipi leh eua xa hdi.
2. PhUdng phap nghifin cdu
Vdi mgc tifiu thu thdp nhdnq thdng tin nhSm danh g i i thgc trgng vd dUa ra giai phap p h i t tridn chien lupe marketing hang thgc phfi'm tUdi sdng va chd bien sdn cua cac sifiu thi b i n le, mpt cupe
t
ghifin cdu dupc thuc hifin nham thu t h i p dd§u. thong tin thd cap va sb cap, p h i n tich, d i n h gta thuc trang ve cae khia cgnh: phat trifi'n kinh doanh'dmh hudngkhach hang; hogt dpng nghien
^ u thi trudng; xfiy dung marketing chien lupe,
• ^ d u n g marketing ctildn thugt; phat trifi'n nang E.mariceting va eac qua trinh marketing cdt lot;
^ t trien to chdc va lanh dgo phat trien chien l§cmariteting trong cac sieu tht trfin d[a ban Ha _ j i , PhUdng phap thu thfip thong tin cu thfi dupc
Jen hinh nhu sau:
^ Thdng tin thd cap dupc thu thfip, nghifin cdu v i
§f*ian tieh c i c tai lieu cd lien quan den hogt ddng ffliarketlng ddi vdi doanh nghlfip thuong mai b i n le
^ 1 chung, hoat ddng mariteting ddi vdl tdng nhdm
^ ' g ^ g , dfic bifit la thge pham tuoi song va chd bien san^u the cda c i c sifiu th| b i n le ndi rifing, ttnh hlnh kinh doanh, tifiu thg thgc pham tUPl sdng v i che bien san tren th| triidng Hd Ndi hifin nay...
qua cic cdng trinh nghifin cdu thupc Bfi Cdng ThUdng, cac tai lifiu cda hi#p hpi sieu th|, hdi bao vg ngudl tifiu dung, qua cae tgp ehi chuyen n g i n h .CO lien quan.
De thu thfip thdng tin sP cdp tien quan den de ,iai, tac g i i sCl dung hai phUdng phap thu thdp l i
•^4ph6ng van v i quan sat.
k - PhUdng phap phdng van dupc thgc hifin doi
" vai mpt sd n h i quan ly sifiu th| v i ngUdi phu t r i c h hoat ddng marketing cua cac sieu th| tren d|a b i n HaNfii nhu: cac sieu th| ddc l i p Rosa, Acemart, Unimart va eac sieu th| thupc ehudi nhu Hapro
S6 4 8 / 9 n i 9
Giang Vd, Fivimart Dgi La, Dfing Tidn Ddng, Co.opMart Thanh X u i n . , . Td'ng sd phieu dieu tra p h i t ra: 50; tdng sd phldu thu hdi: 26, dgt ty l#
52%, do ddi tupng phdng van di vang, hofic hp khdng cd chifi'n lupc marketing, dieu nfiy x i y ra ddi vdi c i c sidu th| cd quy md nhd. S d phldu dISu tra thu vd dupe tlnh ty 1^ phdn t r i m theo p h i n nhdm trong tdng bien sd dieu tra,
- PhUdng p h i p quan s i t dupc thgc hifin dfii vdl k h i c h h i n g ddn mua h i n g tgi cac sieu th| trfin, t i c g i i quan s i t k h i c h h i n g tgi quay hang thue pham tUdi sdng v i che bien san dga theo mdt so tifiu chi nhu: lupng k h i c h ddng Igl trudc quay, s i n pha'm ndo dupe k h i c h hang quan t i m , san phfi'm n i o dupc k h i c h h i n g quydt d|nh mua, t h i i dp ctja khieh h i n g vd san phdm...
PhUPng p h i p n i y se cung cap nhdng thdng tin ve xu hudng lga chon tteu dung hang thuc phi'm tuoi sdng, td dd tac g i i cd sg danh g i i , dua ra nhdng g l i l phap phtj hpp vdi xu hudng nhu eau cda k h i c h hang, giup c i c nha quan \y sieu th|
phuc vu khfich h i n g tdt hon.
'3. Thgc trgng ve hogt ddng phat trien chien lupc marketing hang thuc phdm tuoi song va che bteh san cua cac sifiu tii| ban le
Thdng qua tfip hdp cae phieu dieu tra, phfin tfeh c i c ket qua thu dupe, cd the thay rang, hifin nay, e i e sieu thi tai Ha l^pi da nhan thdc dUdc vai trd quan trpng cua viee dng dung ly thuyet mar- keting trong hogt dpng kinh doanh. Tuy nhifin, ket qua thu dUpc td dieu tra vific phat tnen chien lupc mariteting ddi vdl hang thijc pham tuot sdng va chd bien san cac sifiu th| cdn ehua cao, cu the
Ket qua didu tra ve p h i t trie'n ktnh doanh d|nh hudng k h i c h h i n g . Nhin chung, cac sieu th| ban le tai H i Npl ddu nhfin thdc dupc viec d i p dng ddng v i tdt nhu cau eua khach hang la viec quan trpng. Kdt qua dieu tra cho thdy cd 62,53 % sifiu thi duoc hdi ed tu duy chien lupc phgc vg s i n pham mang tinh chat dai t r i vi h o ^ h o rang hang thgc pham tgdi sdng va che bidn san dupc ban tai sifiu th| b i n le hau hdt l i san pham dai tra, mot ngUdi deu cd the sd dung, ehi cd 23,07% sifiu thi theo tu duy chien lUdc dai hgn trong vtfic phgc vu nhQng nhu cau va mong mudn cua khach hang vi su tang trUdng v i tiem nang Ipi nhufin cua minh.
Ti-ong vige danh gia hifiu suat phat trifi'n c i c Ipa chpn g i i tr| k h i c nhau cho cfic dogn th| trudng mgc tieu khac nhau thi t^ lfi cac sieu th| lua chpn khdng cd khde bifit trong chao h i n g v i marketing la 30 77 %, cd mdt v i i k h i c bifit nhung khdng ro ret chlem 50% va cd 19,23% sieu th| phat trien nifit each cd hfi thdng c i c khac bifit hda gida chao hang va eac edng cg marketing cho c i c doan thi trgdng khac nhau,
KHOA HOC . . . = ^
Ihiltfng Mai 63
QUAN TRI KINH DOANH
Kfi't q u i didu tra vg hogt dpng nghidn edu th|
trudng. O e i e sifiu th|, vide nghifin edu th| tnJdng thudng dupe tidn h i n h khi bfit ddu tridn khai md sifiu th|, trong q u i trinh hogt ddng, khi sifiu th| hogt dpng binh thudng, dn dinh, th) vide nghifin edu th|
trudng It dupe cdc sifiu th| tidn h i n h , kdt q u i didu tra cho thdy cd 57,69% sidu thi tifin h i n h vide nghifin cdu th| trudng c i c h ddy 4 - 5 nfim, vide tidp nhdn v i xd ly thfing tin k h i c h h i n g , vd mdt trudng kinh doanh a c i e sifiu th| mang tlnh chfi't d|nh tfnh v i chdm chap Ch! ed 19,23% stfiu th| dupc hdi tien h i n h hogt dfing nghifin cdu th|
trudng mdt c i c h thudng xuydn, ludn c i p nhit v i xd iy k|p thdi c i c thdng tin thj trudng. cd 23,08% sifiu th|
thgc hifin vtfic nghifin cdu mpt cdeh khdng thudng xuyfin, vide nghifin cdu dupe tidn hfinh c i c h dfiy k h o i n g 2 - 3 n i m trude.
Kdt q u i didu tra vd x i y dgng marketing chien lupe. Khi trifi'n khai hogt ddng xfiy dgng marketing chidn lupc tht hdu hdt c i c sieu th| ddu x i c d|nh ro th| trudng mgc tifiu cda minh, dac biet cae stfiu th| nam d cae khu ctiung cu. Tuy nhifin van cd mpt vfil sifiu thi chua xac d|nh dupe rd r i n g th| trudng mgc tifiu cua mlnh, phan khde thi trudng muc tifiu chua hpp \y, dieu nay chinh la hfi qua td vtfic e i e sifiu thj chua x i c dmh rd triet ly k h i c h h i n g . C i c sifiu thi cd the quyet dtnh hoat ddng trong mdt v i t khu vuc tai Ha Not hay hoat ddng trong tdt ea c i c khu vuc nhu chuol sifiu th| Hapromart, nhung c i c sifiu tht nay da chua chd y den nhdng su k h i c bidt ve c i c nhu cdu eua tdng khu vuc d|a \y C i c sidu thi deu phan khuc thj trudng theo yeu t d nhfin khi'u hpe, theo yeu t d t i m \y hay theo hfinh vi mua cua ngudi tifiu dung,
Ket q u i didu tra vd x i y dgng marketing chtdn t h u i t Td Marketing chien lupc, h i n g • •• • - nam cd 88,46% c i c sifiu th| tridn khai ldp ke hoach marketing - mix, nhung hogt ddng ndy d c i c sifiu th| cdn mang tlnh hinh thdc, nhieu sieu th| cfin ed v i o sd lidu eua nhdng ndm trudc de ldp ke hogeh, ch! cd 7,69% sifiu th| cd ke hogch hang nam rdt chi tidt v i cd kd hogch chidn lupc dai han, cd 3,85% sidu th| It chi dgo v i khdng ed mpt hogch d|nh chldn lupc mariteting n i o eg thd dudi dang van ban cho c i c bp phgn v i e i e cap dudi thge hidn. Didu n i y ed ttid thdy hau hdt c i c sieu th| hoat ddng theo kinh nghifim, theo y kien chd quan la chlnh,
KHOA HOC .
64 ThiAAig Mai
Trong mdt sd hoat ddng mariteting - mix nhii hogt ddng p h i t tridn s i n phfi'm mdi, djch vg mdi thi ed 7,7% sidu th| xdc d|nh rd r i n g nhi#m vg n i y cd tfnh quan trpng nhdng igt quan \y rdt kdm;
73,07% stfiu th| cd tridn khat hogt ddng n i y nhi/ng cdn mang tlnh htnh thdc, thtdu chi dgo v i thieu hidu q u i ; chi ed 19,23% sifiu thi thue hifin tdt v i cd hl$u q u i .
Khi p h i t tridn chldn lupc mariteting. ed 53,85%
sidu th| It hodc khdng cd tU duy ve phdng ngda rdi ro; cd 30,77% sifiu th| cd tu duy phdng rdi ro Hlnh 1, Kdt qui didu tra viic nghiin cdu thi tnJdng
• 3 nam Inrcc
! o V i r a A f c c tientianli
Ngudn Tic gia
nhung hoach d|nh edn mang tlnh hlnh thdc; cd 15,38% sifiu th| nhdn thdc rd rfing nhdng bat trac quan trpng nhat. tridn khai cdc k d hogeh phdng ngda rdi ro.
Kdt qua didu tra ve phat tridn nfing Igc maritet- ing vd c i c qud trtnh marketing cdt ldi. Khi tidn h i n h phdng vdn ngudi quan tr| mdt sd sifiu th| ban Id. hp ddu cho rdng d|a didm b i n hdng tdt. phii hpp vdi khfich h i n g mgc tidu quydt dtnh 50%- 60% t h i n h cdng cho stfiu th|. do vdy efic sieu thj Hinh 2- Kdt qui didu tra hiiu sudt tridn khat chidn thuit
marketing - mix dUpc ho^ch dinh theo kdho^ch hing nim cua cic sidu thi bin le tai Hi N6i
Ngudn: tic gia
So 48/2012
QUAN TRI KINH DOANH
tan le thudng tim nhdng d|a didm ed san vd nhu cau la khu vgc cd ddng dfin cu, dan cu cd thu nhgp tin trung binh k h i trd Ifin, cd trinh dp tifiu dung k h i , chda hofic khdng cd ddi thd egnh tranh trong khu viJc cd b i n kfnh 1 , 5 - 3 km, tidp theo l i phd m$t fling, chat lupng san phfi'm, g i i sdn phfim, chdt lupng d|ch vg chidm khoang 30% thanh cfing, edn lgi cac yeu t d nhu hinh anh thUdng hifiu sifiu thi dupc tin nhidm chidm khodng 10 - 20%.
Ket qua didu tra vd phat trifi'n td chdc v i lanh d?o chldn lupc mariteting. Dfiy l i mpt trong nhQng ydu td quan trpng, quydt d|nh t h i n h edng cho sifiu thj, Kdt q u i didu tra eho thdy, da s d cac sidu th|
ban le tgi H i Nfii (80.77%) mdi chi d i m b i o vi§c tich hpp vd mfit t d chdc v i lanh dgo chifi'n tupc mariteting cd tlnh htnh thdc nhung cdn thidu su phn hdp glQa c^c chdc nfing marketing vdl nhau, dn\ CO i 5,38% sd sifiu thj da dgt dung v| thd v i vai tro cda marketing trong td ehde, c i c chdc nfing mariteting dupc tich hpp v i ifinh dgo, chi dgo phdt tridn mdt c i c h hifiu q u i td trfin xudng dudi. Vd do kidng hifiu sudt p h ^ hpp gida bp phfin marketing vdi (^e bd phfin khfic trong sifiu th| (kinh doanh, tai chfnh, nhfin sg) eho ttiay, chi cd 19.23% sieu thj cd sg hpp t i e tdt va cd hidu qua trong vlfie glal quydt c i e van de vi lpi leh eua t o i n sifiu th|, ed dSn 69,23% sifiu th| cd sg hpp t i e nhUng chi d mdt mile dd n i o dd, mac dd quan hfi glQa cae bd p h i n la thin thifin nhung mdi bd phfin deu hanh dfing vi quyen lpi eua rieng minh, edn 11,54% sieu th| la CO su m i u thuan gida bd phfin marketing va cfic bp phfin k h i c trong t d elide, t r o n g viec tiep nhan va xLt iy c i c bien ddng cua mdi trudng ddi vdl hogt aOng kinh doanh, cd 19,23% sieu thj khdng tiep nhan thdng tin mdt each k|p thdi va sg phan dng trade thdng tin riay mdt each chgm chgp, cd 69,23% sieu th| tidp nhfin thdng tin thj trUdng k h i kipthPi, nhung ban quan tn ed nhdng phan dng ve nhiing thdng tin nay luc nhanh Ide chfim, chi cd khoang 11,54% sifiu thi cd su thidt Ifip nhdng hd thdng thu thdp thdng tin mfit each kip thdi, thdi gian phan dng nhanh.
XuSt phit td ket qua p h i n tfeh d trfin, cd thd thay rang hogt ddng marketing vd chien lupc mar- keting la mpt trong nhdng nguyfin nhfin cO ban khien cho doanh thu td nhdm hang Vhtfc pham tuoi song v i ehd bidn san tgi c i c sidu thj b i n le. d i e bi^t la hing thgc pham tiidl sdng chua thuc sg d i p Ling dUde ky vpng cda sifiu th| v i chua d i p dng flucic nhu edu eda khach h i n g . Vfiy cac sifiu thj ban le phii cd chien lupc marketing nhu the n i o , phat bien chldn lupc Marketing ra sao cho nhdjn ti^g ttiuc phdm tudl song va thge phdm ehd bien ] d^ mit h i n g n i y mang Igl doanh thu eao, trd I thanh mdt trong nhQng mfit h i n g chien lUpc thu
So 48/2012
hdt k h i c h hdng den vdl sifiu thj?
4. Mpt so glal phap phat trie'n chteh lupc mar- keting nhdm hang Uiuc pha'm tUdI sdng va che bien san cda cac sieu th| ban le Ha Npi de'n 2015, tam nhin 2020
Dfi h o i n thidn mpt sd g i i i p h i p phat trien chidn lupe marketing, od mpt sd quan difi'm p h i t tridn chidn lupe marketing nhdm h i n g thue phdm tUPi sdng vfi chd bidn san m i c i c sidu thj bdn l i Hfi Npl cdn theo dudi l i :
- P h i t tridn chldn lupe marketing nham phuc vg cho xu hudng tifiu dung dang ddn thay dd'l, dap dng mong mudn cda ngudl tifiu diling mua h i n g tgi sifiu th|, dd l i dupe yfin tfim hdn vd chdt lupng, ve vfi sinh an t o i n thgc phdm v i dap dng nhu cdu tidn lpi khi ngudI tifiu ddng khdng cd nhidu thdi gian ehufi'n bj bda an cho gia dlnh.
- P h i t trifin chldn lupe marketing la pdp phan l i m phat trifi'n n g i n h cdng nghd thUc pham tai Vifit Nam, hidn nay ty lfi hang Vl$t Nam chidm khoang 70% - 80% tgi cac sifiu thj, d i p dng tot hdn vd khau v| cda ngUdi tifiu dung Viet Nam ndi chung v i eua ngudl tifiu ddng Hfi Ndi ndi rifing.
- Phat tridn chien lupc marketing nham tgo Ipi the canh tranh cho sifiu tht so vdi cac mo hinh ban le tnjyen thdng, ndi dang tdn tgi thuc trgng h i n g hda khdng dam bao chat lUpng, khong ro ngudn gde xudt xd, gia ea ludn bien dpng... nham hifin dai hda ITnh vgc phan phdi ban le.
- Phat tridn chien lupc marketing la mpt nhlfirri vu tdt ydu de dua nganh b i n le Viet Nam cd the hpi nhfip vdi nganh ban le the gldl, cd thd egnh tranh dupe vdi eac nha ban le nUdc ngoii.
- P h i t trien chidn lupc marketing phat ddng bp vdl chien lupe phat trie'n chung toan doanh nghiep, cua hifip hdi sieu th|.
4 1. Glal phap phat then marketing chien lUdc Cac quan diem phat trien chien lupe marketing hang thge pham tUdI sdng v i che bien san trfin l i dinh hudng va la khung nguyfin tac chi dao, cac glal p h i p ddi vdl cac sifiu th| b i n le thdi gian den 2015 v i tdm nhin 2020,
Ddi vdi mgt hang thgc pham tuoi sdng va che bien san, sieu thj nen x i c dinh ddi tUpng khich h i n g mgc tieu la nhdm ngudi tifiu dung nhay c i m vdl chdt lupng va sg an t o i n eda thgc phdm_, mong mudn cd c i c s i n phdm an t o i n , rd ngudn gdc.
Nhdm k h i c h h i n g n i y l i nhdng ngudl sdng hay l i m vlfie tgi tda nhfi ed sifiu thj hofic xung quanh khu vg'c sifiu thj. Mfit sd sifiu thj quy md vda va Idn da khai thac rat tdt ddi tupng khach hang Id nhan vifin van phdng, sieu thj b i n thdc an che bidn san phuc vg 5n trua, toi h o i e an nhe cho doi tupng k h i c h t i i n g n i y
De cgnh tranh vdi eac logi hinh ban le khac.
KHOA HOC . ^
^"hiitfng Mai BS
QUAN TR! KINH DQANH
d$c bidt l i eie ehp, sidu th| edn nhdn thde dupe ring diy l i ndt dip dng da dgng cdc logi nhu cdu, noi dim bio tdi da vd sinh an toin thgc phdm vdl nhdn^ sin phfi'm tUdI ngon, gii c i mlnh bgch hodc l i difim ed d|ch vg tdt, cd bin sic bin Id rifing vdl trinh dd vfin mtnh thuong mgl cao...
4.2. Glal phap phit Mdn mariteting chlin thu$t - GUI phap vd chidn thuit sin phim: vt sifiu th|
l i mdt logi htnh bin l i hidn dgi, do vdy ddi vdl chidn thudt vd sin phdm. sidu th| cfin quan tim ddn cdc gidi phip vd cP cdu sin phdm; chdt lupng d|ch vg; phit tridn thUdng hidu.
Thd nhdt, phit tridn co cdu sin phdm. Cfin cd vio vl$c phin chia nhdm nhu edu, sidu th| cd thd sd dgng chldn thufit phit tridn hdh hpp mdt hing theo chidu rdng. nghTa Id kinh doanh nhidu chung logi hing hda khie nhau phgc vg eho nhdng nhu edu rdt khie nhau cda ngUdI tidu ddng. Mpt chidn thudt khic m i sidu th| cd thd dp dgng l i phit tridn hdh hpp mat hing theo chidu sdu, nghTa l i cd nhidu bidn thd cua tdng logi. chidn Idpc nfiy phd hpp vdl nhdng sieu th i cd uu thd chuydn sdu vd vfil nhdm hing hda hogc ed didn tieh kinh doanh nhd.
Nhung dd cd the cgnh tranh tdt vdi th| trudng tg do, sifiu thj cdn phil cd ty trpng hing hda hpp \y, vi dg ddi vdl thgc phdm tuoi sdng, sidu th| nfin tang ty trpng hing thjt bd, thjt Ipn, hii sin eao cdp, cac loai rau, glim ty trpng hing th|t gia cdm...
Cic thuc pham tUPl sdng phil cd ngudn gde xuat xd rd ring, dam bao vd sinh an toin thgc pham, on dmh vd chdt lupng, da dgng ve chdng logi, dam bao tlnh tuoi mdi. Mdi sifiu th| nfin cd gang ttm cho mtnh nhQng chung loai hing hda dpc dio tgo nen sde hut vd hlnh ldi kdo khich hang den day mua sim. VI dg: Fivimart da tgo dn tUdng ve thgc pha'm so che v i ehd bidn...
Thd hai, phat tne'n chat lupng djch vg: sidu th|
nfin cd quy d|nh khich hing dupe quyen ddi hdng.
tri lai hing mua ddi vdi nhOng hing khdng dip dng dUde cam ket cda sieu th| vdl khdeh hing nhu sin pham hdng. sin pham qui hgn sd dgng.
Sifiu thj cdn nghien cdu dd khich hing cd thd sd dgng mpi logi hlnh thanh toin khfic nhau nhu:
chuyen khoan, see, tien mdt... Sieu th| eung can tao khdng gian cda cda hing the hidn tlnh chuydn nghidp va bdt mdt qua cich sip xdp hdng hda khoa hpc, cd hd thdng, cd ldi dl thdng thoing, gid ca nlfim yet rd ring vd hdng hda phai dupe kilm tra thudng xuyfin dd dam bdo hing hda khdng qui hgn, khdng bj ldi, sgch se, thu hut sg ehu y eda ngudl tifiu ddng tgi khu vgc hing thgc phdm. Bfin c^anh dd, thii dd phgc vg eua nhfin vifin trong sifiu th| cung rat can dupe quan tfim,
Cic sifiu th| cfing can quan tdm mdt cich thudng xuyfin d€n d|ch vg tU vdn trgc tuyen cho
KHOA Hpc _
66 ThUtfng M a t '
khich hing nhu d|ch vg tg vdn mdn an hing ngiy, nhdn dgt hing qua didn thogi vfi giao hing tin nhi cho khich hing, phit dim bao ddng chdt lupng, thdi gian m i khdch hing yfiu edu.
Thd ba, phit trtdn thudng hidu cho hing thyc phdm tuoi sdng: dd sidu thi cd uy tin vd thUdng hi$u, ngoii mdt logt cic hogt ddng nhu d|ch vg khieh hing tdt, sin phdm da dgng. gii c i hpp \y tht vide dua nhOng sin phdm nhdn hing rifing cda sidu thi sd tgo nidm tin cho khich hing v i cdng cd uy tfn eda sidu th|.
- Giii phip vd chldn thuit gii: dc sifiu thj cdn phil xfiy dgrig vfi thgc thi chlnh sich glfi cd hpp 1;^.
Hing tuoi song v i chd bidn sdn ndn d khung gii nio trong 3 khung gdm: thdp, tnjng btnh. cao. VI dg: d khung gii thdp Id sin phdm chd bidn sdn nhu Ige rang, binh trung; d khung gii trung btnh l i cic sin phdm tuoi song v i sd chd nhu th|t bd.
th|t Ipn, ed; d khung gii cao Id cdc sin pham hii sin tuoi sdng c^o c^p nhu mgc, sd huydt...
- Giii phip vd chldn thu$t phin phdi:
Thge phdm tuoi sdng v i chd bien sdn l i logi hing hda ddi hdi sg nghidm ngdt td khdu sin xudt ddn khfiu tifiu thg, do vdy kfinh phfin phdi m$t hing nfiy tgi t^c sifiu tht thudng l i kdnh ngin (kfinh trgc tidp hodc t:hi qua mpt tong dgi ly). Sieu thj thudc ehudi nfin ehd ddng ngudn hing cda mtnh, ehudi sifiu th| cd thd ddu tu xfiy dung nhi miy gldt md gia sue, gia cam v i che bien thgc phdm vdl ddy chuydn khdp ktn nhdm kidm soit dupc chdt Idpng, sd lupng sin ptidm theo nhu cdu eda th{ trudng. Ngoii ra, chudi sifiu th| cdn ddu tu cae trang thiet b| phg ^ nhu kho ddng Ignh bio quin hfing hda, xe ctiuyfin dgng chd thgc phdm...
Cic sidu th| ban Id dde igp tht cdn tgo ldp ngudn cung cdp hing d'n d|nh, mdi mdt hfing edn cd mdt vdi nhi cung cdp chfnh v i mpt vii nhi cung cdp phg. nhdm dam bao cung cdp dn djnh sd lupng, chdt lupng, tidn dd thdi gian. Ddi vdl thgc phdm tgpl sdng, hdng hda cdn dupc cung dng trgc tidp td trung tdm phfin phdi ddn thdng sifiu th| nhim dim bio tfnh tUdl mdi cho san pham, ndu sieu th|
khdng c6 kho Ignh thi cdn phai cd ke hogch nhdp v i dg trO hing hpp ly, dim bao ludn cd hing dd ban nhung hing phai bin hdt trude thdi hgn sd dgng cda sin phdm. ngoii ra sieu Vn\ can phai kidm tra, bio dUdng tu mfit mfit cdeh thddng xuyfin dfi duy tri dupc chat lupng eua hang hda.
Mdi lifin kdt trong kfinh eda cae sifiu th| do! vdl mat hing ndy Id da Hen kdt. gdm t::a lifin kdt dpc (Nhi san xudt ~> sifiu thj ban le - > ngudl tifiu ddng) v i lifin kdt ngang (su lien ket gida eie sieu th| trong edng mpt chudi hodc cdc sifiu th| dde lip lifin kdt vdi nhau dd cdng kliai thic cic eo lidi th;
trudng). Cie sidu Ui| cdn tang cudng lien ket vdl
S6 48/2012
QUAN TRj KINH DOANH
cac t h i n h vien khac trong kenh dd dua ra mdt quy chudn thdng nhat ve chat lupng h i n g hda, djch vu nhSm tgo ldng tin eho ngudl tieu dung khi mua hang thgc pham tUdi sdng vd che bien si'n tai sifiu thj ban le.
- Giai phip vd chid'n thuit xOc tidn thuong mai 6di vdi thtfc pham tuai sdng vi chd bidn sdn: sifiu thj nfin tfeh cge hoat dpng truydn tin vd s i n phdm qua trang web hofic qua d i i truydn thanh khu vuc, Ung cudng b i n hfing trgc tuydn qua didn thogi, Internet; nhdng bang quang c i o di^n td, nhdng bing rdn khau hifiu dupc treo trudc cdng hofic mfit tien sifiu th| l i nhdng ldi gidi thifiu quan trpng vd sieu th| cho nhdng khach hfing d gdn khu vuc sifiu thj; sieu th| cung nfin chd dpng td chdc c i e dpt khuyen mai v i v§n dpng c i c n h i cung cap cung
^am gia vdi c i c h to chdc s i n g tgo, linh hogt hon ihi c i c dpt khuydn mai mdi cd hidu qua cao; mpt hogt ddng nOa dd Id cac sifiu th| cdn chu dfing ciing vdl t ^ c thfinh vifin trong hldp hpi sifiu th|, hi$p hpi bfin le ket hpp vdl e i e eo quan truydn thfing dd thay doi ^ d i quen, nfing cao nhfin thdc cua ngudi tifiu dung khi mua h i n g thge pham tUdi sdng v i chd bidn san.
4.3. Glal ptiap phat trien ngudn Itfc cho chien Ititfc marketing
Khi dua ra dupe glal phap mariteting chien lupe va chldn thufit ddng dan, c i c doanh nghifip eung can phil cd nhdng giai p h i p cg the vd ngudn lgc de cd the dam bao thgc hifin hifiu qua chien lupc marketing, cae glal phap ve ngudri igc eho chien liiOc mariteting bao gdm: phat tridn ngupn nhfin liic, phat tridn ngudn tai chlnh vfi phat trien ngudn thong tin.
- Phit Mdn ngudn nhan Itfc:
Lien quan trgc tiep ddn nhdm h i n g thge pham trong sifiu th| cd cac v| tri nhu trudng ea, ngUdi phu trach nhdm hdng, nhfin vifin b i n h i n g . Trong dd, ngudi phu t r i c h nhdm hfing p h i i l i ngudi cd ktnh nghidm th| trudng, cd nghidp vg marketing hang ttiLlc pham, hp ed the dam nhidm cdng vific tim kidm, tidp xdc va trao doi vdi nhidu n h i cung cap dSOiu thdp ddy du nhQng thdng tin ve nhdng hang hoa m i hp du kien mua va n h i cung cap nao m i hp du kieii giao d|ch, thudng xuyen theo ddi k h i nang l i m vific cda nha cung cdp kdt hpp vdl danh gii hp theo d|nh kJ va dOt xuat dd ludn nam dupe thdchCi ddng vd ngudn h i n g . p h i n cdng, g i i m sdt nhin vifin b i n h i n g thge phdm, g i i m s i t h i n g h6abaing b i y . . .
• - Phit trien ngudn tii chinh:
Sifiu thj can xae djnh rd mdt h i n g n i o cd kha ning b i n nhdt nhu rau qua tUOi chdng hgn, de td do t i p taing ngudn tidn nhdm d i m bao ngudn cung hang khdng b| gidn dogn v i dupe n h i cung
S n d f t / 9 n i 9
cdp b i n cho mpt mde g i i uu dfil.
- Phit tridn nguon thdng tin:
C i c sifiu thi can xay dgng cho minh kd hoach thu thfip v i xd \y thdng tin ve k h i c h h i n g , doi thiJ eanh tranh, nhdng bidn ddng td mdi trudng vT md ed i n h hudng g i i n tidp ddn hogt dpng sieu th], vide td ehde thgc hi$n can didh ra thudng xuyen, cd kd hogch, ed sg chi dgo nghifim tde td ban q u i n tri. Ban q u i n tr| v i dde bidt l i nhfin vien phu t r i c h nhdm hdng can thu thfip thdng tin qua cac ngudn nhu cdc phUdng tifin thdng tin dgi ehung, d i i , b i o , Internet dd ed the n i m dupc tlnh hlnh th|
trudng thge phdm nhu nhdng d|eh bdnh doi vdl gia sue, gia cdm, nhdng mat hang bj cd quan quan \y th| trudng kifi'm tra p h i t hign cd chat gfiy hgi, anh hudng dfi'n sde khde con ngUdl cdn phai thu hdt dd td dd dieu chlnh vide mua h i n g , trung b i y h i n g ; sifiu thj cGng edn c i p nhgt v i thgc hi^n nghiem tde c i e thfing tin chi dgo td ce quan quan ly thi tnJdng, td hldp hfii sifiu th| v i hifip hdi ban le trong c i c chUdng trinh binh o'n gia, cae dpt khuyen mgi do hi$p hdi phat ddng...
C i c sifiu th| cung can khai t h i e hifiu qua hdn cac kfinh thdng tin den vdi khach hang muc tieu cCia mlnh nhu xfiy dung, c i p nhat thudng xuyfin website cda sifiu thi, khach h i n g v i o trang web cua sieu thj can phai thay dupe quy md, su chuyfin nghidp ciJa sifiu thj thdng qua cac thdng tin ve san phdm, d|ch vg nhu d|ch vg tu van dinh dudng, cac chuong trinh khuyen mai...
Kfi) ludn:
Tifiu dung thUc pha'm an toan la nhu eau ehinh dang v i la ddi hdi cap bach hien nay. Da sd ngudl tieu dung dang 6 trong tinh trang khdng biet nen mua thuc pha'm d dau l i an toan cho bda fin gia dtnh minh. Thj trudng chp truyen thdng da bfic lo nhieu yeu kem, khdng dap dng dapc nhu cdu cua ngUdi tieu dCing ve thge pha'm, sieu thj ban le H i Npi vdi md hinh ban le hidn dgt nhung cung chua khai thac dupe cac co hdi kinh doanh. Hang thuc pham tUdI sdng v i c l i d bien san la nhdm hang thidt yeu, ngudi tifiu dung phai sd dgng thudng xuyfin hang ngay, do vfiy, c i e sifiu thi can xae d|nh dfiy Id mfit hang chldn lupe cda minh. Neu mfit hang n i y kinh doanh cd hifiu qua thi khdng chi mang lai loi nhufin cho mdt nhdm h i n g md cdn mang Igi Ipi nhugn cho nhidu nhdm h i n g khac, td dd nang cao VI thd cda sifiu th| tren th| trudng. Muon lam ddpc didu n i y thi cdc n h i q u i n tri sifiu thj edn phdi ed chidn lupc marketing h i n g thuc pham tudl sdng va clie bien sdn phd hpp, ddtig t h d i p h i l thudng xuyen quan t i m p h i t trifi'n chien lupc ndy mdt c i c h thudng xuyen, cd hleu q u i . *
ThiAmg Mai 67
QUAN TR| KINH DOANH
Tai lidu tham khao:
1. Nguydn B i c h Khoa, Marketing thtfdng m^i, NXB Thdng Kd, Hd Npi, 2005.
2. Tgp chf Khoa hpc Thuong mgl s d 3 , 8 , 1 5 , 3 4 . 3. Philip Kotler, Quin tn Marketing, T i l Hdu djCh. NXB Thdng Kd. H i Ndi, 2006.
4. Phan Thj Thu H o i i , Bit giing mdn Phit tridn chidn lUpc marketing, TrUdng D g i hpcThUdng mgi, 2010.
5. Nguydh H o i n g Vl$t. Luin cd khoa hgc nhim phit tndn chidn lupc kinh doanh thudng m^i cda cie doanh nghiip nhi nudc cd phdn nginh may Vi$t Nam giai do^n sau gia nhip WTO, Ludn i n Tidn sy Kinh td, 2010.
Summary
One advantage of supermarket is its conven- ience. Many supermaritets operate with the slo-
gans of "Replacing Street Markets" or "Becoming Friends of Every Family". How/ever, reality shows that supermarket has not been the choice of a majority of consumers in fresh and processed foodstuff. Many supermarkets have Invested in storage and display equipment for fresh and processed food, some even build kitchen to make ready-to-use food to provide better convenience to consumers but still fall to attract them. This sit- uation results from many reasons but the major one Is supermarket management has not attached great Importance to planning and implementing mariteting activities to Identify development orien- tations for this kind of products and better satisfy customer demand. In her article, upon analyzing primary and secondary data, the author proposes some solutions to developing mariteting strategies for fresh and processed foodstuff in Hanoi-based supermarkets.
+ -••-*- + + + + + + + -*• + + -*- + + + + + +
ASEAN T R O N G X U THfe H Q P T A C
(Tidp theo trang 37) nhu Cdng ddng kinh t d Ddng A, gdp phdn v i o sg
nghlfip cdng nghidp hda, hifin dgi hda vfi xdy dgng dat nude hifin n a y . *
Tai lieu tham khao:
1. TS. Hoang K h i c Nam, Cd hdi vi thich fhdc ddi vdi ASEAN tmng bdi canh hpp tic Ddng A. Ky ydu hdi thao qudc td "ASEAN 40 nim nhin 1^1 va hudng tdi", NXB Dgi hpc Qudc gia Hfi Npl, tr. 229- 238, 2007.
2. Ludger Kuhnhardt, Region-building: The Global Proliferation of Regional Integration, Berghahn Books: New York, 2010.
3. Bp Ngogi giao, Dd tii nghiin cdu cdp Bd, Kha ning thinh lip khu vtfc miu dich ttf do Ddng A vi nhdng vi'n dd d$t ra cho Viit Nam, H i Npl, trang 83, 2004.
4. Choong Young Ahn, Can Asia save the sink- ing world economy, Global Asia, 2/2/2012;
5. Hpi nghj Cdp cao ASEAN 18, Report of the AEC Council to the Idth ASEAN Summit, Jakarta, 5/2011;
6. Bp Ke hogch v i Ddu tU, Kdt qui ddu tU tnjc tidp nudc ngoii vi ddu tu tn/c tidp cda Vi$t Nam ra nudc ngoii nim 2011, http://fia.mpi.gov. vn/News.aspx?ctl=newsdetait&p
=&alD=1127.
Summary
East Asia draws the special attention of the worid community thanks to Its strategic poslUon with many hot issues and dramatic achievements In economic development. East Asia has been considered the worids leading economic region with positive contributions to the global g r o v i ^ tn the past many decades. The high dynamics and economic growth of East Asia have helped to weaken the worid crisis and Increase the chance of global recovery. To ASEAN, East Asia is a direct environment with both opportunities and challenges. In the context of increasing regional integration, ASEAN has made important adjust- ments so that it can cooperate more actively and comprehensively and become an integral part of East Asia via the mechanism and process in which it is taking the proactive nsle. Integrating to East Asia Is very important to Vietnam since it brings many long-term advantages and helps to enhance the adaptability of the economy for greater benefits In a larger free trade area. The article puts forth some proposals for Vietnam to strengthen Its cooperation with East Asia, con- tributing to the national Industrialization and mod- ernization cause.