B GI DC O TO TRNG I HC VN HIN KHOA KINH T NGNH MARKETING

BO CO THC TP CUI KHA

HOT NG KHUYN MI TI CO.OP MARTNgi HD :Ho ten va chc vu ngi HD tai Doanh nghiep. TS.TRN XUN KIM H v tn SV : V HONG YN MSSV : 0858670101 Kha hc : 2008-2011

TPHCM, thng 4-2011

NHN XT CA DOANH NGHIP ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ........................................................................................................................... ...........................................................................................................................

NHN XT CA GING VIN CHM BO CO ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .........................................................................................................................

MC LC

CHNG 1: TNG QUAN V LIN HIP HP TC X THNG MI THNH PH (SAIGON CO.OP) V H THNG SIU TH CO.OP MART CHNG 2: TNH HNH HOT NG KINH DOANH CA DOAMH NGHIP CHNG 3: THC TRNG V XY DNG V TRIN KHAI CHNG TRNH KHUYN MI TI SIU TH CHNG 4: PHN KT LUN V KIN NGH

CHNG 1 TNG QUAN V LIN HIP HP TC X THNG MI THNH PH (SAIGON CO.OP) V H THNG SIU TH CO.OP MART 1.1 LCH S HNH THNH V PHT TRIN 1.1.1 Thng tin chung v Saigon Co.op Tn chnh thc: Lin hip Hp tc x thng mi Tp.HCM Tn giao dch quc t: Saigon Union of Trading Co-operatives Tn vit tt : Saigon Co.op Ngy thnh lp: 12/5/1989 Tr s chnh : 199-205 Nguyn Thi Hc, Q1 Email : sgcoop@saigonco-op.com.vn Website: www.saigonco-op.com.vn 1.1.2 Qu trnh hnh thnh v pht trin Giai on khi nghip t nm 1989-1992 Ngy 12/5/1989 UBND Thnh ph H Ch Minh c ch trng chuyn i Ban Qun l HTX Mua Bn Thnh ph tr thnh Lin hip HTX Mua bn Thnh ph H Ch Minh Giai on nm bt c hi pht trin t nm 1992-1997 Saigon Co.op khi u bng vic lin doanh lin kt vi cc cng ty nc ngoi. L mt trong s t n v c giy php XNK trc tip ca Thnh ph, hot ng XNK pht trin mnh m mang li hiu qu cao, gp phn xc lp uy tn, v th ca Saigon Co.op trn th trng trong v ngoi nc. S kin ni bt nht l s ra i Siu th u tin ca H thng Co.opMart l Co.opMart Cng Qunh vo ngy 09/02/1996, vi s gip ca cc phong tro HTX quc t n t Nht, Singapore v Thy in. Giai on khng nh v pht trin t nm 1998-2004 Nhn thc c tm quan trng ca hot ng bn l theo ng chc nng, lnh o Saign Co.op dnh thi gian nghin cu hc tp kinh nghim ca h thng Siu th KF(Thy in), NTUC Fair Price(Singapore), Co.op(Nht Bn) to ra mt h thng siu th mang nt c trng ca phng thc HTX ti TpHCM v Vit Nam. Nm 1998 Saigon Co.op ti cu trc v t chc v nhn s, tp trung mi ngun lc ca mnh u t mnh cho cng tc bn l (Cc Siu th Co.opMart ln lt ra i

nh du mt giai on pht trin quan trng : hnh thnh chui Siu th mang thng hiu Co.opMart). Tnh n 02/2008, h thng Co.opMart c 28 siu th bao gm 16 Co.opMart TPHCM v 12 Co.opMart ti cc tnh (Co.opMart Cn Th, M Tho, Quy Nhn, Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K, Tuy Ho v Vng Tu). Cc thnh qu t c: Thng 8/2000 : Nhn danh hiu Anh hng lao ng trong thi k i mi Thng 05/2002 : Saigon Co.op vinh d nhn Hun chng Lao ng hng Nht Nm 02/2004 : Saigon Co.op nhn chng ch ISO 9001-2000 Nm 2005 : Nh nc phong tng Anh hng lao ng cho B Nguyn Th Ngha Ch tch HQT Saigon Co.op. Nm 2008 : - Thng hiu Vit c yu thch nht do Bo SGGP t chc bnh chn (2005-20062007-2008). - Top 200 doanh nghip hng u Vit Nam do t chc UNDP bnh chn. - ot gii vng cht lng Chu u do t chc International Arch of Europe Award trao tng. Nm 2004 2010 : Saigon Co.op lin tc c bnh chn l nh bn l hng u Vit Nam, Top 500 nh bn l hng u Khu vc Chu Thi Bnh Dng. Nhng s kin ng nh T nm 2003-2010: 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 Nm 2007: Khai trng mi 9 Siu th Co.opMart trong nm 2007, bao gm: Vnh Long, Long Xuyn, Pleiku, Phan Thit, Bin Ho, V Thanh, Tam K, Tuy Ho v Nhiu Lc. y l nm c s siu th mi c khai trng nhiu nht t trc n nay Nm 2010: Saigon Co.op pht trin ln n 80 Ca hng Co.op Nm 2009: Mng 20 nm hnh thnh, pht trin Saigon Co.op (12/5/1989 12/5/2009) v Hun chng c lp hng III 2011: 15 nm thnh lp h thng siu th Co.opMart.

1.1.3 Chc nng, nhim v, quyn hn ca Saigon Co.op 1.1.3.1 Chc nng Lin hip HTX Thng mi Tp.HCM c xc nh l n v kinh t ca tp th nhn dn lao ng phc v cho nhu cu i sng v sn xut ca nhn dn lao ng vi hai chc nng chnh: Tr th cho thng nghip quc doanh phn phi hng theo gi ch o n tay ngi tiu dng v i l y thc thu mua cho cc n v Nh nc. Mua bn hng t doanh theo gi tha thun tng qu phc v ngi tiu dng C th Saigon Co.op thc hin 4 hot ng kinh doanh chnh sau: Bn l: kinh doanh thng mi, phn phi, bn l kt hp cc dch v n ung, vui chi, gii tr Hot ng kinh doanh ny chim khong 10% tng doanh thu. Ngun thu mang tnh c nh nhm m bo cho siu th c mt khon li nhun ti thiu ti hot ng. Sn xut nc chm Nam Dng Sau ngy gii phng, nh nc tip qun X Nghip Nam Dng, v nm 1981, Nam Dng c giao v ngnh HTX qun l. Lin Hip HTX TM TPHCM (Saigon Co.op) nhanh chng t chc li, tng cng i ng cn b k thut, qun l v u t nng cp nh xng, thit b t hi sinh Nam Dng, to pht trin cho n ngy nay. T quy trnh sn xut th cng, Nam Dng c tng bc nng cp, hp l ha, t ng ha tng cng on sn xut trong quy trnh sn xut sn phm m bo cht lng sn phm, tng nng sut lao ng. Vi uy tn trn 60 nm trn th trng, nc tng Nam Dng nhn hiu Con Mo en khng nh v tr trong v ngoi nc. Kinh doanh xut nhp khu trc tip v lin doanh lin kt vi cc doanh nghip trong v ngoi nc + Nhp khu: nguyn vt liu dng cho sn xut ch bin, hng tiu dng, thc phm cng ngh. + Xut khu: cc mt hng nng sn, thc phm ch bin, thy hi sn, gm s, sn mi, hng th cng m ngh Th trng hot ng ch yu l: M, an

Mch, Ty Ban Nha, Na Uy, Phn Lan, , Php, Nht, Singapore, Trung Quc, i Loan, Indonesia. Phn phi hng c quyn: i l phn phi, bn hng cho cc doanh nghip trong v ngoi nc Tng i l phn phi c quyn cc sn phm ca Parker, Lander, Falcon ti th trng Vit Nam. Ngoi ra, Saigon Co.op cn hot ng trong cc lnh vc khc nh: kinh doanh dch v, du lch, qung co, a c, bt ng sn. 1.1.3.2 Nhim v Lin hip HTX thng mi Saigon Co.op c nhng nhim v chnh sau: T chc h thng HTXTM vi nhim v chnh l qun l cc n v trc thuc nh chui siu th, cc x nghip, cc trung tm dch v. Trong , bn l gi vai tr ch cht. Trc tip kinh doanh xut nhp khu. Lm u mi trc tip mua bn. Tip nhn u t HTX tiu th quc t v cc n v kinh doanh quc t nc ngoi pht trin kinh doanh v sn xut ni a 1.1.3.3 Quyn hn Saigon Co.op l mt n v kinh t hch ton y , c t cch php nhn, c con du ring v m ti khan ti ngn hng hot ng theo quy nh ca Nh nc, c quyn hn nh sau: c quyn hot ng bng vn c phn, huy ng vn t cc n v trc thuc v huy ng rng ri t cc n v ngoi ngnh theo nguyn tc t nguyn v cng c li. c lp v ti chnh v qun l dn ch. c quyn tuyn dng v thu mn lao ng theo yu cu kinh doanh, t quyt nh s lao ng cn thit. Thc hin ngha v y i vi Nh nc. 1.2 C cu t chc qun l ca Saigon Co.op 1.2.1 S b my t chc

1.2.2 Nhim v ca cc phng ban Saigon Co.op c t chc theo lut HTX Vit Nam, ng u l Hi ng qun tr Lin hip, HQT c ra Tng gim c Lin hip v b nhim Ph TG Lin hip theo ngh ca TG. a) Hi ng qun tr gm:. Ch tch v cc thnh vin. Tng gim c: ph trch chung v khi ngun lc (ti chnh, k ton, R&D) Ph Tng gim c: Ph Tng gim c ph trch khi kinh doanh Ti chnh. Ph Tng gim c thng trc ph trch khi Hnh chnh, cng ngh thng tin. Ph Tng gim c ph trch khi Bn & h tr bn Gim c chui siu th Co.op Mart. Ph Tng gim c ph trch Khi HTX thnh vin v chui Co.op Food. Ph Tng G ph trch pht trin mng li v u t xy dng. b) Ban Gim c:

c) Cc Phng Ban bao gm: Phng t chc Nhn s v o to Phng Hnh chnh qun tr Phng K hoch Nghin cu pht trin Phng in ton Phng K ton Phng Nghip v Mua Phng Nghip v Bn Phng Xut nhp khu. Phng Qung co Khuyn mi Phng K thut D n Ban Cht lng

1.2.3 i nt v b phn marketing Gim c: chu trch nhim qun l chung mi hot ng v trc tip Ph gim c: ph trch mng qung co, cc chng trnh khuyn mi, qun l chng trnh khch hng thn thit, khch hng thnh vin Co.op Mart. khuych trng thng hiu v chm sc, gii quyt khiu ni. Bn cnh cn c cc nhn vin ph trch nhng nhim v: Thit k, in n cc n phm qung co Cc chng trnh khuyn mi do Saigon Co.op u t ngn sch. B concept thng nht cho h thng Co.op Mart Chm sc khch hng Qung co v quan h bo i (PR)

1.3 K HOCH PHT TRIN TRONG CC NM TI 1.3.1 Tnh hnh hot ng kinh doanh thi gian gn y Hot ng kinh doanh bn l ca Saigon Co.op bao gm 50 siu th mang thng hiu Co.op Mart ti Tp.HCM v cc tnh min Nam v Nam Trung B cng vi hn 80 ca hng Co.op thuc cc hp tc x thnh vin v ca hng Bn Thnh ang nhn c s ng h nhit tnh ca ng o tng lp tiu dng, thu ht hng chc vn khch n mua sm mi ngy. Bn cnh , cc hot ng phn phi s l, xut nhp khu, sn xut v u tcng ang dn ln mnh. T khi chuyn hng sang kinh doanh trong lnh vc siu th v c bit trong 5 nm gn y, Saigon Co.op c mc tng trng kh n nh v hiu qu kinh doanh cng dn c nng cao, khng nh thng hiu vi i tc v ngi tiu dng. Hin nay mt Co.op Mart trung bnh mi ngy c khong 250.000 lt khch n tham quan mua sm. Quy m u t cho mt Co.op Mart hn 100 t ng vi nhiu trang thit b hin i. 1.3.2 Mc tiu v nhim v lm cho chui siu th Co.op Mart ngy cng pht trin, Saigon Co.op ra nhng phng hng kinh doanh sau: u t, y mnh hot ng qung co thng hiu, nng co cht lng v pht trin rng ri chng trnh Thnh vin v Khch hng thn thit.

iu chnh v duy tr cc tiu chun quc t v qun l, bo qun hng ha cho h thng Co.op Mart, ng thi tng bc nng cp cc siu th c. Nng cao tnh chuyn nghip trong hot ng ng dng cng ngh thng tin vo cng tc qun l v kinh doanh, chun ha cc quy trnh phi hp cng tc ni b, quy trnh giao dch vi nh cung cp, i tc v khch hng. Tp trung o to i ng nhn lc chuyn nghip v hin i. Vi s h tr ca cng ty c phn SCID, cng nh vic lin doanh vi cc cng ty tnh m rng mng li siu th, Saigon Co.op giao nhim v cho SCID n nm 2015 l pht trin 100 siu th Co.opMart trn c nc v trin khai m hnh Shopping mall, trung tm thng mi, i siu th v cc lnh vc a c khc.

CHNG 2 TNH HNH HOT NG KINH DOANH CA DOANH NGHIP 2.1 Tnh hnh ha ng nm gn y (t 3-5 nm) 2.2 Nhng kh khn tn ti v hng pht trin

CHNG 3 THC TRNG V XY DNG V TRIN KHAI CHNG TRNH KHUYN MI TI SIU TH 3.1 CC HNH THC KHUYN MI 3.1.1 Khuyn mi v gi 3.1.2 Khuyn mi khc ngoi gi 3.2 CHNG TRNH KHUYN MI CA NH CUNG CP TI SIU TH 3.2.1 Xy dng v trin khai chng trnh khuyn mi ca nh cung cp 3.2.2 Mt s hnh thc khuyn mi ca nh cung cp trong 3 thng trc Tt 3.2.3 Kt thc chng trnh khuyn mi 3.3 CHNG TRNH KHUYN MI CA CO.OP MART TRONG NM 2010 3.4 CC CHNG TRNH KHUYN MI CA LOTTE MART V BIG C TRONG NM 2010 3.4.1 BigC 3.4.2 Lotter Mart 3.5 SO SNH HOT NG KHUYN MI CA CO.OP MART V I TH.

3.6 BO CO DOANH THU T C QUA CC HOT NG KHUYN MI

CHNG 4 PHN KT LUN V KIN NGH 4.1 NHNG THUN LI V HN CH CA SI GN CO.OP 4.2 NHNG IM MNH YU CNG NHNG THCH THC MI. 4.2.1 im mnh 4.2.2 im yu 4.2.3 Nhng thch thc mi 4.3 NHNG KIN NGH V HOT NG KHUYN MI CA SI GN CO.OP