NGHIEN CCru - TRAO DOI
Ufng dung mo hinh 5 ap luc canh tranh cua Michael Porter trong kiiih doanh sieu thj
tren dia ban thanh pho Da Ning
Viet Nam hgi nhap sau vao nen kinh te the gioii, da flat ra cho cac doanh nghiep noi chung va tren dja ban thanh pho Da ning noi rieng nhung co hgi va thach thuc moii. Do do phai nghien cuu day du, sau rong va thuc te hon ve cac tan de kinh te, de CO the iing dung vao thuc tiin mgt cdch cd hieu q u i khac phuc nhung han che, dac biet la yeu cau nang cao nang luc canh tranh de hgi nhap kinh te qudc te cua cac doanh nghiep.
T
hanh phd Da Ning hien nay cd nhieu trung tam thuang mai, sieu thj da dugc thiet lap va di vao hoat dgng, tiong dd cd 2 sieu thi nudc ngoai, 6 sieu thj kinh doanh tdng hgp, 15 sieu thi kinh doanh chuyen nganh, nhung nhin mdt each tdng the, nhQng sieu thj dugc diu tu bai ban chi dim tren dau ngdn tay va phin Idn diu tap trung d cac sieu thj do cac tap doan nudc ngoai diu tu. Cdn cae sieu thj, cua hang ban le do DN trong nudc dau tu diu cd quy md nhd, nen hieu qua kinh doanh va nang lyc canh tranh da gap phai nhung khd khan nha't djnh.Bai vilt nay su dyng md hinh 5 ap lyc canh tranh cua Michael Porter - Nha quan trj chien luge ndi tiing cua trudng dai hge Harvard My: (1) ap lyc canh tranh tu dd'i thu tilm in; (2) ap lyc canh tranh ciia nha cung cip; (3) ap luc canh l tranh tu khach hang; (4) ap luc canh tranh tu sin pham thay thi; va S, (5) ap luc canh tranh ndi bd nganh.
SiJfc ep tif cac "dai gia" - Tap doan ban le nifdc ngoai
Dilm miu chdt thuc day cac tap doan ban le ngoai nhap "dd bd"
vao Viet Nam chinh la nhiing "hip lyc" cua thj trudng nay. Metro - nha phan phd'i Idn thu 5 the gidi, la mdt trong hai tap doin phan phdi cd mat diu tien tai Viet Nam, da nhanh chdng xay dung them trung tam phan phd'i d Da Ning. Trong luc dd. Big C sau khi khai truang sieu thj d Ha Ndi, cung da diu.tu sieu thj tai Da Ning.
Sy xuit hien ciia cic "dai gia"
ban le qud'c t l vdi kha nang vd'n Idn, ky thuat quan ly hien dai, cd kinh nghiem kinh doanh cung nhu sy hd trg tut mang ludi kinh doanh toan ciu dang gay sQc ep Idn len he thd'ng phan phdi nhd be, edn mang nang tfnh tu phat, thilu bin viing ciia Da Ning. Rd rang, muc do canh tranh trong tuong lai bi chi phdi bdi nguy
ThS. BO VAN TINH CO xam nhap ciia cic nha canh tranh tilm an. Nguy co xam nhap vao nganh ban le nay cdn phy thude rat nhilu vao cac rao can xam nhap the hien qua cac phan ung cua cac nha canh tranh hien thdi va cae nha canh tranh mdi cd the du doin.
Theo Michael Porter thi cd ngudn rao can xam nhap chu yeu sau: Lgi the kinh t l theo qui md;
Sy khac biet ciia san phim; Chi phf chuyin ddi; Kha nang tiip can vdi kenh phan phdi; NhQng bat lgi ve chi phi khdng lien quan din qui md va tfnh chit ciia cac rao can xam nhap. Nhu vay, cac nha kinh doanh sieu thi tren dja ban thanh phd Da Ning cin su dung lgi thi kinh t l theo qui md dl chdng su xam nhap d at nay.
Sif canh tranh khde Net cua cac nha ban le Viet Nam tren cung dja ban
Ap lyc thu hai la ap lyc canh tranh cua cac cdng ty hien huu
So 12/2010
24 Kinh t e v a Dit bao
NGHIEN CLTU - TRAO DOI
trong nganh, la mdt dp luc thudng xuyen va de doa tryc tiep cac edng ty ban le, khi ap luc canh tranh giua cac cdng ty ngay cang tang len thi cang de doa v | vj tri va sy tdn tai cua cac cdng ty.
Tlieo sd lieu thd'ng ke, hien tai he thdng dich vy phan phdi hang hoa tren dja ban thanh phd cd 88 chg, hang nghin DN hoat ddng mgt phin trong phan phdi hang hoa va nhu vay hang hoa tai Da Ning vin edn phan phd'i chii yeu qua chg va cua hang tap hoa truyin thd'ng, sieu thj chua nhilu.
Dilu nay cho thiy thj trudng tieu thu hang hoa cd xu hudng tang cao, nhung vdi sd lugng tang cua cac cua hang hon rit nhilu so vdi thi trudng, chic hin ring thj trudng ban 11 tren dja ban thinh phd phai cd sy canh tranh hit sQc khde liet va cudc canh tranh khde liet diu tien phai kl din la giQa eae sieu thj hien tai va nhung Trung tam thuong mai, cao d'e dang hinh thanh.
Cac DN da tap trung quang cao rim rd, tang eudng chung loai hang hoa, giam gia sin phim djch vy,...
Ben canh luong hang phong phu, ylu td ma cae eua hang su dyng dl thu hut khach hang vin la cac chuong trinh khuyen mai, giam gia, bdc tham trung thudng hien vat, nhQng chuyin di du ljch nudc ngoai,... Phuang thQc kinh doanh ciia cac DN cung hien dai va chii ddng hon, dd la ty xay dyng chien luge diu tu lau dai cho san xuat, tao ngudn hang dn djnh mang tfnh canh tranh cao. Cdn cac sieu thj thi chay dua giam gia tryc tiep tren cac mat hang nhay cim vl gia hdng ldi keo khach hang vl cua hang ciia minh. Canh tranh ddi dau vl gia cd mang den cho khach hang nhiing loi ich thiet thyc hay bat budc cac nha kinh doanh tim each cit giam nhirng chit lugng djch vu hien cd?
Khi cudc canh tranh ddi diu vl gia
diln ra khde liet thi mdt so nha kinh doanh hien hiru tim each chia tay nganh, do hg cam thiy khdng thi tiip tyc cudc dua nay, bing chOng da cd mdt vai DN dang chao ban chudi sieu thj cila minh.
Tinh chit va eudng dg ciia cudc canh tranh giQa cac cdng ty hien tai trong nganh phu thude vao cac ylu td: tfnh da dang ciia nganh, cac rao can rut lui, sy dat cugc vao nganh cao...
Ap life tif ehd truyen thdng • San pham thay the ciia sieu thj
Do inh hudng bdi tap quan mua sim ciia ngudi dan chua quen den vdi loai hinh kinh doanh thuong mai hien dai - sieu thj nen ti trgng doanh so cua nganh sieu thj tren dja ban thanh phd tfnh tren tdng doanh thu ban le cdn kha khiem tdn. Cy the, he thd'ng phan phd'i hang hoa tren dja ban thanh phd vin theo tap quan va thdi quen, hang hoi din tay ngudi tieu dung chii yeu vin qua cac chg va cac cua hang ban le dgc lap. Hang hoa dugc ban qua he thdng phan phdi d sieu thj, cua hang tien lgi... ehi mdi djnh hinh d mdt vai khu vyc trung tam thanh phd. He thd'ng ban le thyc phim truyin thd'ng vin cd tim quan trgng dd'i vdi ngudi ngheo, xet tren cac phuang dien dl tiip can - cd thi mua ehju va gia ca phai chang. Viet Nam ndi chung va d thanh phd Da Ning ndi rieng vin cdn duy tri sy phong phii ciia he thd'ng bin le nay, do chiing phii hgp vdi cac cip do tieu diing khac nhau ciia ngudi dan, ddng thdi giiip cac hd kinh doanh nhd le duy tri muu sinh. Ngay ca ngudi ban hang rong va cac tilu thuong d chg cung ludn khing djnh vai trd tich cyc ciia minh bing each dam bao thyc pham ludn dugc tuoi ngon va an toan.
Mdt ylu dilm khac ciia sieu thj dd la dilm dat ciia cac sieu thj cdn qua xa, di chg d sieu thj cung chiem mat nhilu thdi gian (di lai.
gui xe, gui va lay tui dd, xep hang thanh toan). Trong khi dd, mua dd an d chg truyin thd'ng rat nhanh chdng, ddi khi hg cd thi mua ngay tai cua nha minh tu nhung ngudi ban hang rong, hoac khdng cin phai xud'ng xe ma vin cd thi mua hang. Hiu hit khach hang diu hai long vdi cac chg truyin thd'ng.
Chung cd da dang mat hang, d gin nha va thuan tien. Tuy nhien, nhilu khach hang cung ddng tinh ring sieu thi cd hai uu dilm Idn nhit, dd la sy phong phu cua hang hoi va chit lugng san phim. Cho du mdt sd khach hang cho ring hoa qua, rau va thjt ban d sieu thj khdng tuoi va ngon nhu d chg ngoai, nhung hiu hit hg diu nhin manh tdi dg an toan ve sinh cua chung. Hg tin ring sieu thj cd cac quy djnh td't va kilm soat chat che ngudn cung cip, qua dd ban che dugc hang hoa kem pham chit, vi vi le dd mgi ngudi diu cam thiy gia cao Ii hgfp ly.
De han chi nhung anh hudng tac dgng cua chg truyin thd'ng va nhung cua hang ban le trong khu dan cu, cac sieu thj cin tap trung vao cic giai phap nhim nang cao sy tien fch cho khich hang nhu giQ xe miln phf, giao hang qua dien thoai hay gdi qui miln phi... Hon thi nQa, su phat triln ciia cac sieu thj cin dugc thuc hien kem theo cac chfnh sach dat quyIn lgi ngudi tieu diing len tren, nhit la nhdm ngudi tieu dung cd thu nhap thip. TQ quan dilm nay, cin tranh tap trung phat triln sieu thj mdt each thai qui, duy tri hai hoa cac loai hinh chg khac nhau va thuc diy cac tieu chuan chit lugng nhim dam bao quyIn lgi cho tit ca mgi ngudi trong viec tiip can cac ngudn thyc pham tuoi ngon va gia re.
Ap life tif cac nha cung ifng Mdt ap lyc nua cung khdng kem phin quyit djnh, dd chfnh Ii ap lyc tu phia nhung nha cung cip.
Kinh t e v a Dit bao So 12/2010 25
NGHIEN CUU - TRAO DOI
Hg cung cd thi khing djnh quyIn lyc ciia minh bing each de doa tang gia hing hoi hay mac ca vl chit lugng san phim dich vu cung ling. Do dd, hg cd thi chin ep lgi nhuan tu cac sieu thi nham bu dap nhQng chi phi tang len trong gia thanh san pham ma trudc day khd cd the dl cap din dd'i vdi sieu thj.
Mdt dac dilm cua sieu thj la hit sue khd khan trong viec dd'i phd vdi ap lyc ciia nha cung cap mi hg la ngudi cung cap cac sin pham thilt ylu, gin vdi miia vu kinh doanh. Binh quan mdi he thd'ng sieu thj cd 2.000-3.000 nha cung cip hang hoa la cac DN, co sd san xuat trong nude. Sieu thj dang trd thanh kenh quang ba thuang hieu quan trgng cho hang Viet Nam va la mdt trong nhQng mue tieu ma nhilu DN nhim tdi.
Ly do dugc cac nha cung ca'p dua ra khi dilu chinh gia san phim tang len gdm nhilu ylu to, nhu anh hudng gia xang, dien, nguyen vat lieu vao chi phi diu vao, kl ca chi phi nhan cdng cung tang them va anh hudng ti gia ngoai te dd'i vdi cae mat hang nhap khiu.
Nhilu nha cung ca'p hang thyc pham, hang tieu dung va hoa my phim da dl nghj tang gia ban.
Trong sd nay, da so cac nha cung cip thyc phim dl nghj tang khoang 10%, hang tieu dung nhya tang 3-5%, trong khi cac mat hing dien gia dung dua ra muc tang 10-
15%. Rieng cac mat hang cd ngudn gdc nhap khiu dugc nha cung cap dua ra muc tang tQ 10-
18%. Ngoai ra, cac sieu thj tren dja ban thanh phd cung da nhan dugc thdng bao tang gia ciia mdt sd DN d cac nhdm hang hoa my phim nhu cac loai nudc xa, diu gdi diu - sua tim, kl ca sua bdt Ovaltine dl nghj tang 10%. He thd'ng sieu thj Big C gin day cung da nhan dugc dl nghj dilu chinh gia ban cua cac nha cung cap hang
tieu dung vdi muc tang 5-15%. Dl ung phd vdi xu hudng nhilu nhdm hang se biln ddng gia, nhilu nha cung cip dang trien khai cac bien phap de kim giu gia. Day cung chinh la ylu td dl thu hut ngudi tieu dung va the manh de cac nha cung cip canh tranh.
Trong djp tit nguyen dan vua qua, mdt so mat hang ma sieu thi khdng phai la noi phan phd'i hieu qua nhit cho hg (ching han nhu nudc giii kbit), nhung ngugc lai nhu ciu phyc vy tai sieu thj lai tang cao do dd day Ii co hdi cho sy mac c i ciia hg.
Dl dd'i phd vdi van dl nay, cac DN kinh doanh sieu thj hien tai tren dja ban thanh phd cin tranh thii md rdng qui md, tang so lugng cac CO sd kinh doanh cila minh nhim chilm dugc lgi the ve qui md, nang cao dan vj the mac ca ddi vdi cac nha cung Qng.
Ap life ve SLf mac ca cua khach hang
Ap lyc tu phia khach hang xem ra rit quan trgng ddi vdi DN, nd the hien chii ylu dudi hai dang la ddi hdi giam gia hoac mac c i de cd gia hoac chat lugng td't hon. Chfnh dilu nay lam cho cac nha canh tranh chdng lai nhau, tit ca nhiing dilu dd diu lam tdn hao lgi nhuan ciia nganh. Sy ra ddi ciia cac sieu thj lam cho ngudi tieu dung cd diy dii thdng tin, nhilu co hdi chgn lya cua hang ma minh yeu thfch nhit. Khi cac sieu thj ap dyng nhiing hinh thuc khuyin mai nhim canh tranh nhu mdt chuong trinh khuyen mai bdc tham trung thudng, tang qua, giim gii phyc vy khich din mua sam...da thyc sy mang den cho ngudi tieu dung mdt mdi lgi Idn.
Ddi vdi thdi diem cudi nam, khi cac sieu thj ap gii khuyin mai, thi lugng ngudi tieu dung mua hang dl trQ cang tang cao.
Dilu nay cang cung cd them vj thi mac ca ciia hg dl hudng tdi mdt
djch vu hoan hao ban, mdt noi cung cip hang hoa vdi gia re hon va chit lugng cao hon, dn djnh hon. Nlu nhu trudc day vdi khdng khi thoang mat, hang hoa trung bay ngan nip dl tim, hay thai dg nilm nd ciia nhan vien thu ngan cung lam cho khach hang hai Idng khi din sieu thj. Nay yeu ciu ciia thugng decao ban nhilu, vdi hoa don mua hang trj gia khoing hon 200 ngan ddng thi khach hang cung cd thi yeu ciu nhan vien mang hang giao tan nha.
Dung trudc ap lyc nay ddi hdi cac nha kinh doanh sieu thj phii thudng xuyen nang cao chit lugng phue vu, nang cao tinh chuyen nghiep, dd cQng la ddng lyc giup cho hg ludn ddi mdi tim kilm nhung gia trj tang them nhim dap iing nhu ciu ngay cang cao cua khach hang.
Tdm lai, tQ nhQng phan tfch ve cic ap lyc hinh thanh nen mdi trudng canh tranh cua cac DN trong nganh kinh doanh sieu thj tren dja ban thanh phd Da Ning, cd thi giup cac cdng ty ban le nhan ra nhiing co hdi va nhQng de doa qua dd cd the djnh hinh mdt chien luge phii hgp dl ddi phd mgt each cd hieu qua vdi 5 ap lyc canh tranh trong nginh ndi tren. Mgt chiln luge canh tranh cd hieu qua se diing phuong sach tan cdng hay phdng thu nhim tao vj tri cd thi bao toan dugc, xu ly thoi dang nhQng anh hudng cua 5 luc lugng canh tranh. d
Tai lieu tham khao:
1. Nguyen Hifu Lam, Qudn tri chien lugc phdt Irien vi the canh iranh. NXB Gido Din, 1998
2. Sd Cong thuang TP.Dd Ndng, Qudn ly thi trifdng, ngdy 08 thdng 12 ndm 2009
3. MassoGroup - Nhifng con .so ihii vi ngdnh phdn phdi hdn le' Viet Nam, ngdy 12 thdng 09 ndm 2009.
4. M.Thoa, dp li/c Idng gid hdng hod, Lao Dpng ngdy 29/05/2009.
So 12/2010
26 Kinh te v a Dit bao
