VanLuong.blogSpot.com Walmart

8/2/2019 VanLuong.blogSpot.com Walmart

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I. Gii thiu v doanh nghip v sn phm1. Gii thiu vn tt v doanh nghip v lnh vc hot ng

Wal-Mart Stores, Inc. (NYSE: WMT)- h thng bn l ln nht th gii, l mt cng ty cngc phn cng khai M, hin l mt trong nhng cng ty ln nht th gii (theo doanh s) theocng b ca Fortune 500 nm 2007. N c thnh lp bi Sam Walton nm 1962, cng ty

c thnh lp ngy 31 thng 10 nm 1969, v nim yt trn S Giao dch Chng khon NewYork nm 1972. y l n v t nhn thu nhn cng ln nht th gii v l n v s dngnhn cng cng cng v thng mi ln th 4 th gii, ch xp sau Qun Gii phng Nhn dnca Trung Quc, Cc Y t Quc gia ca Vng quc Lin hip Anh v Bc Ireland v ngnhng st n . Wal-Mart l nh bn l tp ha ln nht Hoa K, vi khong 20% doanh thuhng tiu dng v tp phm, Wal-Mart cng l cng ty bn chi ln nht Hoa K vi khong45% doanh s tiu th chi.

Wal-Mart hat ng Mexico vi tn Walmex, Vng quc Lin hip Anh v Bc Irelandvi tn ASDA, v Nht Bn vi tn The Seiyu Co., Ltd.. Cc cng ty con thuc s hu tonphn ca n nm Argentina, Brazil, Canada, Puerto Rico, v Anh quc. Vic u t ca Wal-Mart bn ngoi Bc M thu c kt qu hn hp. Nm 2006, Wal-Mart bn li cc n

v bn l Hn Quc v c do l trin min v do mt th trng cnh tranh cao.Wal-Mart hin c hn 4.000 ca hng ti M v hn 3.000 ca hng ti 13 quc gia. Wal-Mart, tp on bn l ln nht th gii ca M, cho bit h ang cn nhc vic t chn vokhu vc ng Nam . Cc th trng tim nng ng Nam m Wal-Mart c nh thmnhp gm Vit Nam, Indonesia v Thi Lan.

Mc tiu ca Wal-Mart l tng doanh thu 10% trn th trng th gii, d kin t ti 100 tUSD trong nm 2008, bt chp s st gim tc pht trin ca nn kinh t ton cu.* Cc sn phm cung cp ch yu ca Walmart, hnh thc kinh doanh:

Cc sn phm cung cp ch yu ca Walmart: dng gia dng, in t, qun o, trang sc, chi tr em, tp ha,

Hnh thc kinh doanh: da vo kh nng mua khng l v s pht trin nhanh chng nhng

ca hng ca thng hiu. C th ni mt cch n gin l Wal-Mart c th mua r, v c cnhng sn phm t cc nh sn xut trn k ca mnh vi gi r, cho nn c th bn ra vi gir hn bt k i th cnh tranh no. V bi v Wal-Mart l mt nh phn phi khng l, nni cc thng hiu sn phm khng th mnh b loi b khi cc k hng nh bn l.

2. Nu th trng d nh a sn phm thm nhp v l do ban u chn th trng:Th trng d nh : Vit Nam.L do ban u chn th trng:

Vit Nam l mt th trng bn l y tim nng. Th hin qua vic Vit Nam ngy cng trthnh mt a im kinh doanh hp dn ti chu vi tc tng trng bn vng v nhu cutiu dng kh n nh trong mt thi gian di, v quan trng nht l Chnh ph lun c ccchnh sch khuyn khch, thu ht u t nc ngoi kp thi. Th trng bn l Vit Nam tuyquy m cn nh song vn rt hp dn i vi cc nh u t, c bit l cc nh u t ncngoi do p lc cnh tranh cha ln, trong khi , tc tng trng kinh t lin tc cao, chnhtr n nh. Bn cnh , ngi tiu dng Vit Nam thuc hng tr nht chu v c mc chitiu ngy cng tng, tng 75% t 2000-2007.

Vit Nam lin tc c xp hng cao v ch s pht trin kinh doanh bn l GRDI. TheoA.T.Kearney (Hng t vn M), nm 2007, Vit Nam l nc c th trng bn l hp dn th4 th gii ( ch sau n , Nga v Trung Quc). Nm 2008, Vit Nam vn ln ng u.


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II. Gii thiu thng tin th trng:1. Yu t mi trng chung: (phn tch theo m hnh Pest)a) Cc yu t th ch lut php

- S bnh n: chnh tr n nh Vit Nam c xem l quc gia c th ch n nh, t gy racc xung t chnh tr, hot ng ngoi giao pht trin mnh, theo xu hng tch cc.

- Cc o lut lin quan:T 1/7/2006, Lut Doanh nghip 2005 (p dng chung cho c doanh nghip trong nc v ut nc ngoi) c hiu lc, ha hn s ln mnh ca cc doanh nghip bi s bnh ngtrong quyn v ngha v ca cc doanh nghip, khng phn bit hnh thc s hu.

Theo Th trng B Cng Thng- L Danh Vnh, t 1/2009, Vit Nam m ca hon ton thtrng phn phi t. Th trng bn l khng ch l sn chi chung cho cc doanh nghip trongv ngoi nc, m cn tr thnh mt dth trng hp dn cho cc tp on a quc gia.- Chnh sch ca Nh Nc:

Chnh ph Vit Nam ang y mnh ci cch th tc hnh chnh, gp phn to mi trngkinh doanh thun li. Nhng n lc ng k ca Vit Nam l gim c 2 ngy trong qu trnhhot ng xut nhp khu, ct gim thu sut thu thu nhp doanh nghip t 28% xung cn

25%, p dng mt lut thu thu nhp doanh nghip v thu gi tr gia tng mi, p dng cc thtc hi quan miTheo cam kt, l trnh m ca th trng dch v phn phi nh sau:V hnh thc u t: ngay khi Vit Nam gia nhp doanh nghip hot ng theo hnh thc lin

doanh, trong nh u t chim khng qu 49% vn iu l; t 01/01/2008 khng hn ch tl gp vn ca nh TNN (nhng phi lp cng ty di hnh thc gp vn lin doanh); t01/01/2009 c thnh lp doanh nghip theo hnh thc t chc kinh t 100% vn ca nhTNN.

V lp c s bn l: theo quy nh ti Ph lc s 01 Quyt nh s 10/2007/Q-BTM: "Quynphn phi ca nh TNN gn vi quyn c lp c s bn l th nht". Tuy nhin, iu nykhng c ngha l khi nh u t nc ngoi c cp php thc hin quyn phn phi s

ng nhin c m c s bn l bt c u trn a bn a phng.Khi lp c s bn l th hai c xem xt da trn c s kim tra nhu cu kinh t - ENT (slng cc c s bn l cng m hnh hot ng, cng chng loi mt hng trong phm vi aphng; s n nh ca th trng a phng; mt dn c trn a bn d kin t c sbn l; s ph hp ca d n u t vi quy hoch ca tnh, thnh ph).b) Cc yu t kinh t:Vit Nam to ra c mt mi trng kinh t th trng c tnh cnh tranh v nngng,chnh sch khuyn khch u t hp dn.- Tnh trng nn kinh t:

+ T nm 2000-2006, tc tng trng tng sn phm quc ni (GDP) ca Vit Nam tkhong 7%, tr thnh nn kinh t c tc tng trng nhanh th hai trn th gii. Theo cc

chuyn gia ca Qu tin t quc t (IMF), kinh t Vit Nam ang biu l sc mnh trong cclnh vc nh xy dng v tiu th ni a v d kin s l mt trong nhng nn kinh t c tc tng trng cao nht chu trong nm nay 2009

+ GDP trung bnh ca ngi dn Vit Nam t 1.024 USD/ngi- Trin vng nn kinh t: Thu nhp trung bnh ca ngi dn ngy cng tng, trong nhmngi c thu nhp t 500 - 1.000 USD/thng tng nhanh nhanh nht; t l tiu dng trn thunhp ca ngi dn cng thuc loi cao nht ng Nam (khong 70% thu nhp hngthng).


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c) Cc yu t vn ha x hi*Yu t x hi:+ Tui th trung bnh: tng, khong 72 tui, tng 7 tui so vi nm 1998+ Tnh trng sc khe, ch dinh dng, n ung : ngy cng ci thin+ Thu nhp trung bnh, phn phi thu nhp: 6.070.000 ng, tng ng 405 USD.

+ Li sng, hc thc,cc quan im v thm m, tm l sng+ iu kin sng*Yu t vn ha:Vn ha Vit Nam l mt pha trn c bit gia nhiu nhng vn ha c xa cng vi vn habn x ca ngi Vit, ngoi nh hng ln nht ca Trung Hoa, vn ha ca ngi Vit cnchu s nh hng ca vn ha phng ty v c cc vn ha ring bit ca mt b phn dntc thiu s ti Vit Nam.* Tm l tiu dng ca ngi Vit:

T xa xa, tm l tiu dng ca ngi Vit ch yu l trng s bn chc trong gi tr s dng,ly cc yu t thc cht lm nn ci ct li bn trong hn l s ho nhong ca hnh thc bnngoi.

Do trnh pht trin cng ngh ca cc nc pht trin sm hn, t th k 20 tr i, tm lhng ha ca ngi Vit cng thay i, l tm l snh hng ngoi, thm ch c lc l m tnhng ngoi n mc gn nh c tn.

Kho st cho thy, ngi tiu dng trong nc cng rt quan tm n hng Vit Nam. Tuynhin, trong lc mit mi sn xut bn hng ra nc ngoi vi gi r, th doanh nghip VitNam li khong trng ln th trng trong nc. Nhp siu trong 8 thng u nm hin lntrn 5 t USD. Tm l a chung hng ngoi nhp kh ph bin, nht l nhng ngi c thunhp trung bnh tr ln.

Mt iu c th cm nhn l dng nh ngi tiu dng Vit Nam c mt sc chng khyu t trc nhng tn cng bng chnh sch gi v khuyn mi ca cc doanh nghip. S trungthnh vi nhn hiu ca h c v khng bn. iu ny c th c nhiu l gii:

H nhn thc v vai tr ca nhn hiu khng y : vi mt s, ch l mt ci tn hocmt yu t trang tr bn ngoi sn phm, khng ni ln hay ha hn g nhiu.Vi mt th trng c th coi l rt tr (50% di 25 tui), cc nhn hiu mi, l c sc hp dnln, kch thch tr t m, tm l th cho bit. Dng nh th trng ngi tiu dng Vit Nam,sau bao nhiu nm sng trong thiu thn vn cha qua cn kht c khm pht la chn dngth.

*Thi i vi nhn hiu ngoi:Phn tch thi v hnh vi ca khch hng trc nhng nhn hiu m h cm nhn l ngoi,

nhn thy c hai xu hng: Th nht, ngi tiu dng c xu hng gn mt hnh nh sangtrng, uy tn cho cc sn phm c cho l c nhn hiu ngoi. H thng tin rng hng cnhn hiu ngoi cht lng tt hn, sang hn, do dng sn phm nhn hiu ngoi th thhin s sang trng, snh iu. Th hai, nu kh nng cho php, h thch la chn cc nhn hiungoi, nht l trong cc tnh hung chi tiu trc m ng.d) Yu t cng ngh:+ u t ca chnh ph, doanh nghip vo cng tc R&D:

Theo bo co Ch s nng lc cnh tranh ton cu va c Din n Kinh t th gii (WEF)cng b, ch s chi tiu ca chnh ph cho cc sn phm cng ngh hin i ca Vit Nam t4,5 im, xp hng 11, trn c Trung Quc, Hn Quc v Anh.+ Tc , chu k ca cng ngh, t l cng ngh:


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Vit Nam d xut pht chm xong tin rt nhanh v ang vt nhiu nc trong khu vc. Nm2002, Vit Nam ng th 74/75 nc v trnh CNTT, tuy nhin, ch trong vng 1 nm, trnh CNTT ca ta vn ln hng 68/102 quc gia.+ nh hng ca cng ngh thng tin, internet n hot ng kinh doanh.Tuy nhin, kh nng ng dng cng ngh vn cn hn ch (2/3 doanh nghip bn l cha s

dng cng ngh thng tin trong qun l), thng mi in t, k nng bn l v xy dngthng hiu gn nh vn ang giai on s khai, trong khi nhiu nc khu vc pht trinrt mnh.Ngoi cc yu t c bn trn, hin nay khi nghin cu th trng, cc doanh nghip phi ayu t ton cu ha tr thnh mt yu t v m tc ng n ngnh.e) Yu t hi nhp

2. Yu t mi trng kinh doanh c th:- Mc ph hp sn phm:- Quy m tim nng th trng: Theo bo co mi nht ca Cng ty nghin cu th trngNielsen, Vit Nam ng th 9 v ch s t tin ca ngi tiu dng ton cu v l mt trong

nhng th trng bn l y ha hn. V tng qut: Thi gian gn y, tc pht trin nhanh ca thi trng bn l trong nc rt hp dn cc tp on phn phi a quc gia. Theo thng k ca Hip hi bn l Vit Nam,tng mc bn l ca ton x hi giai on 1995-2002 tng trng 8 - 10%/nm. c bit, tnm 2003-2007, con s ny tng ln 18-22%/nm. Ring nm 2007, tng mc bn l t740.000 t ng, tng trn 23% so vi nm ngoi. Nm 2008, vt qua n , Vit Nam trthnh th trng u t bn l hp dn nht trong s 30 nc ang ni ln. V mng li bn l: Hin Vit Nam c khong 140 siu th v i siu th, 20 trung tmthng mi v gn 1 triu m2 mt bng kinh doanh bn l ang c u t pht trinTng Th k Hip hi Bn l Vit Nam phn tch, knh bn l hin i mi chim t 18-20%trong tng c cu ca th trng bn l Vit Nam. So vi mc 33% ti Philippines, 51% tiTrung Quc v 90% ti Singapore th th trng Vit Nam vn cn rt nhiu khong trng vhp dn i vi cc nh u t.V sc mua:Tn sut i mua sm ti cc ca hng, siu th cng ngy cng tng: Nu nm2007, c 11% khch hng c hi cho bit coi siu th l knh mua sm ch yu th nm 2008,con s ny l 21%. Nu nm 2005-2007, tn sut i mua sm ti siu th trung bnh ca ngidn l 2 ln/thng, th nm 2008, con s ny l 3 ln/thng.- Mc cnh tranh:

+ Kh nng thng lng ca nh cung cp:Nh c kh nng mua khng l v s pht trin nhanh chng nhng ca hng ca thng hiumnh, Wal-Mart c th mua r, khng ch cc nh sn xut, cung ng. V bi v Wal-Mart lmt nh phn phi khng l, n ni cc thng hiu sn phm khng th mnh b loi bkhi cc k hng nh bn l. Kt qu l, mt nh sn xut ca mt thng hiu ni ting c thphi chu s nhng b v gi c cho d nh hng n li nhun ch c c mt trongchui ca hng Wal-Mart.Hiu mt cch n gin, Wal-Mart c th mua hng gi r, sc t sn xut hng cho ringmnh vi gi r v bn hng thp hn mi i th. V cng v l knh phn phi khng l,ngay c nhng hng sn xut ni ting cng nh chu bn hng cho Wal-Mart vi gi r, li thn hng ca h c nm trn k Wal-Mart d nh th cng cha chc tt. Ni tm li,


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kh nng thng lng ca Walmart vi cc nh cung ng, sn xut c c mc gi cthp nht l rt cao!

+ Kh nng thng lng ca KH:Nh c c nhng sn phm t cc nh sn xut trn k ca mnh vi gi r, cho nn snphm Walmart c th n vi tay ngi tiu dng vi gi r hn bt k i th cnh tranh no.

chnh l li th Walmart gi chn khch hng trc cc i th cnh tranh khc.+ Cc i th cnh tranh hin ti:V pha cc doanh nghip nc ngoi, hin nay, ming bnh th phn bn l Vit Nam

ang c cc tp on bn l ln trn th gii chim u th nh BigC( Php) vi 10 siu th Vit Nam, Parkson (Malaysia) vi10 trung tm thng mi, Lotte (Hn Quc),C th hn,hin Vit Nam c 15 tp on phn phi ln c mt t 10 nm trc di cc m hnh khcnhau ti cc thnh ph, trung tm kinh t ln, v h kinh doanh thnh t nh Tesco (Anh),Metro Cash (c, c 8 trung tm phn phi trn c nc) v nhiu tp on bn l hng uchu nh Plaza (Nht Bn), Dary Farm (Hng Kng), Diamond Plaza (Hn Quc), Parkson(Malaysia), South Asia Ivestment (Singapore)...

V pha cc doanh nghip trong nc c Co.opMart (Sai Gon Co.op)vi 28 siu th bao gm

16 Co.opMart thnh ph H Ch Minh v 12 Co.opMart ti cc tnh ln cn, hnh thnh chuisiu th mang thng hiu Co.opMart. Cng ty C ph Trung Nguyn m gn 100 ca hngG7 Mart thnh chui cc ca hng trong h thng phn phi ca mnh. Tp on Ph Thi HNi tp hp c 6 thnh vin, vi 13 trung tm phn phi v 8 trung tm kho vn v angphn phi 3.000 sn phm trn phm vi c nc. Cng ty Sa Vit Nam (Vinamilk) m 2.000i l tiu th trong c nc, doanh thu bn l tng t 15% n 30%, vi 200 mt hng t sav cn vn ra xut khu. Ngoi ra cn phi k nTrung tm Mua sm Si Gn - Nguyn Kiml trung tm u tin chuyn phn phi s v l cc sn phm in my, in lnh, in giadng, k thut s v in thoi di ng thnh ph H Ch Minh v c nhn nhn l trungtm in my u tin c thnh lp, vi qui m ln v tnh chuyn nghip cao.V hin nay, trc th trng bn l y tim nng caVit Nam, cc doanh nghip trong nc

cng nh nc ngoi ang ra sc m rng qui m hot ng. Tp on bn l hng u caHn Quc l Lotte Mart thng bo s u t 5 t USD xy dng 30 siu th (thay cho 15 siuth nh k hoch ban u) cc thnh ph ln ca Vit Nam trong 10 nm ti; ring ti Thnhph H Ch Minh, s c 15 siu th bn l v bn bun. i vi cc doanh nghip trong nc,ng thi ny cng tc ng thc y mt s doanh nhn trong nc vn ln, ch ng tora mt hng mi, cht lng cao, i mi phng thc phc v, gi vng th phn. Chng hn,Saigon Coop ang tp trung u t m rng h thng siu th ra cc tnh. nng trnh qun l, Saigon Coop va u t 1,5 triu USD cho h thng qun l bng cng ngh thng tin.ng o Ngc Tm, Ph phng kinh doanh Tng cng ty thng mi Si Gn (Satra) cho bitcng ty dnh n 1.200 t ng u t cho h thng phn phi vi phng chm "ly bnbun chi phi bn l", ng thi lin kt vi cc tnh m rng h thng mt cch vngchc

+ Cc i th tim nng:Vit Nam l th trng bn l y tim nng v ngy cng thu ht cc doanh nghip nc ngoivo u t.

+ Cc sn phm- dch v thay th: h thng cc ca hng tp ha nh l trn c nc thiquen tiu dng kh thay i ca ngi Vit NamIII. Phn tch SWOT :


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T vic tm hiu th trng n xm nhp th trng l mt qu trnh phc tp i hi c shiu r v nghin cu nghim tc. c c mt chin lc tng th ph hp chng ta s tinhnh phn tch SWOT.1.Strengths :a) Quy m :

Walmart hin l cng ty ln nht th gii vi doanh thu 1 t USD mt ngy, 42 triu USD mtgi, tng gi ca tng ngy trong nm. Walmart thc cht khng ch l cng ty ln nht thgii - n l cng ty ln nht trong lch s th gii.Quy m ln v vn , ngun lc l mt trong nhng li th hng u ca Walmart khi xm nhpvo th trng mi. Li ch ca vic c bn hng ti Walmart l g? Ch cn bn c hngmt ln cho Walmart, mt cng ty Vit Nam c th tip cn c ton b th trng M.b) Thng hiu danh ting :y l iu khng phi bn ci. Ngi ta vn dnh nhng nh ngi khng l hay chgi r cho Walmart ni n quyn lc v danh ting ca n. Walmart tr nn quen thucn ni cu tr li chc chn cho cu hi Mua hng r u? s l Walmart ch u na.Thng hiu danh ting lu nm s l thun li trong vic gii thiu v thu ht s ch ca

ngi tiu dng.c) M hnh kinh doanh r rng :- Gi r ( Every day low prices ): y c th gi l tn ch ca Walmart.Walmart em ncch nhn mi v gi r.Gi r nhng cht lng khng h ti.Ti sao gi ca Walamrt li rnh vy? C 2 l do chnh l chi ph c ct gim ti a v thng thuyt c gi c lit pha nh cung ng.- Phc v chu o : Qu trnh thnh danh ca Walmart trc sau gn lin hai ch Nh nhn.Di s qun l ca ch thn Gim c iu hnh Walton , bt c mt khch hng no caWalmart u c nhn vin tip tn, nhn vin bn hng, nhn vin thu ngn ch ng chon v phc v vi thi ti ci, nhit tnh, l php. Mi ngi vo ca hng u c cmgic m p nh nh. cng l l do cho vic ng phc ca nhn vin Walmart u in dngch khin khch hng lun cm thy yn tm l How may I help you?. Ngoi ra tt c cahng Walmart M v Canada u c greeter- ngi n cho khch hng ca ra vo.Nhng nhn vin Walmart ti ca ra vo lun ni li cm n cc khch hng gh thm, gip h ly gi hng v cui cng l cu ni tm bit, xin cm n qu khch khi mi ngi rica hng- Coi trng nhn vin : Tt c cc siu th ca Walmart lun quy nh th by hng tun tchc l pht thng v mi ln cc gim c siu th u ch thn pht thng cho nhngnhn vin lm vic xut sc c bnh chn bi chnh cc nhn vin trong siu th. Trong dpny, gim c mi siu th lun t lng cm n s hp tc v c gng ca mi ngi. Bn cnh , Walmart coi nhn vin l mt trong nhng nhn t chnh cho s pht trin ca cng ty nnh rt ch trng n vic hun luyn k nng cho nhn vin.Walmart c tp ch Trainingbnh chn Top 100 cng ty hun luyn nhn vin tt nht trong hai nm lin.

ng o nhn vin yn tm lm vic lu di, Walmart cho cc nhn vin tr thnh cng. Do cc siu th kinh doanh pht t, t l li tc u t ca c ng rt cao, trong thigian t nm 1977 n nm 1978, t l li tc bnh qun hng nm ln ti 50%, nhn vin chnhthc l c ng, mi nm cng c li tc bng 6,4% tng tin lng.Ti Vit Nam khi m th trng bn l vn cha c khai thc ht v thi phc v yu kmca nhn vin l chuyn thng xuyn xy ra th m hnh kinh doanh ca Walmart c kvng s mang li nhiu thnh cng.


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d) Tc bnh trng nhanh chng :u thp nin 1990, Walmart bt u th nghim bn hng tp ho thc phm bn cnh

cc loi hng ho ph thng theo mt hnh thc m Walmart gi l i siu th (supercenter).n cui nm 1990 Walmart ch c 9 siu th. Mi nm sau, n cui nm 2000, Walmart c888 siu th trung bnh mi thng Walmart khai trng 7 siu th mi, lin tc 120 thng lin.

Walmart hin thi c khong 4.000 siu th v ca hng trong nc M (bao gm 10 Alaskav 9 Hawaii); tc l c mi ht trn t nc ny li c nhiu hn 1 ca hng Walmart. Hngtun, hn 100 triu ngi M mua sm Walmart chim1/3 dn s. Mi nm 93% h gianh M mua sm Walmart t nht mt ln. V khng ch nc M, Walmart l nh bn l lnnht c Mexico ln Canada, v nh bn tp phm ln th nh Anh. Khp th gii, nhiungi mua sm Walmart n mc nm nay s c 7,2 t ngi gh vo mt ca hng Walmartno .e) Tm nh hng ln :

Trong mt ngy in hnh ca thi s bo ch thi, ci tn Walmart c nhn mnh tronghn 100 tin bi trn khp nc M. Mi thng, ni bn thng bo doanh s ca Walmart cng thnh ti tng thut lin tc sut 24 gi lin. Cn nhiu hn na nu nh Walmart lm

n tri st, bi v hiu qu kinh doanh ca Walmart c xem l mt ch s trng yu ca ccxu th kinh t M ni chung. Him c ngy no m t Wall Street Journal li khng c mt tinbi g nhc n Walmart; phn ln mi ngy ci tn cng ty ny lun c nu ra nhiu ln.

Walmart c th mua r, v c c nhng sn phm t cc nh sn xut trn k ca mnh vigi r, cho nn c th bn ra vi gi r hn bt k i th cnh tranh no. Tm nh hng lnca Walmart s thun li cho vic tm cc nh cung ng tt, thch hp vi mc gi hp l. Khnng bnh trng k lc ca Walmart s gia tng nhanh chng nh hng ca n ln th trngnhm ti - y l Vit Nam v tng kh nng cnh tranh vi i th.f) Kinh nghim thm nhp th trng :

Sau nhng ln bnh trng khng ngng ngh khp chu u, Brazil, Mexico, Nam Phi,c... chu l Nht Bn, Hn Quc, Trung Quc v n , Walmart tch ly c nhiunhng kinh nghim thm nhp th trng qu bu.g) ng dng cng ngh in t :

Walmart l mt trong nh tin phong a ngnh cng nghip bn l i vo in t ho bngcch p dng RFID (cng ngh nhn dng theo tn s radio), c thit k da trn cc conchip c th c t xa thng qua kt ni Internet khng dy. Thng qua vic gn mt chip loinh trong mi sn phm hoc container ch hng, RFID c th gip khch hng mua l v nhcung cp theo di c sn phm, container ch hng cho d chng bt c ni no qua mtthit b c cc tn hiu. RFID gip cc nh sn xut v phn phi kim sot s lng hng bybn, tnh trng tht thot cng chi ph lu kho.

Tt nhin khng th khng k n website : www.walmartstore.com ni khch hng khngch c th mua c hng ha m cn c th khiu ni hay tm hiu cc thng tin v Walmart.2. Weaknesses :a) Bi hc t Nht Bn v Hn Quc :- Thiu s ch tm vo yu t vn ha v tm l ca ngi tiu dng :

Ti Hn Quc : Ngi Hn Quc thch mua thc n ti sng nhng Walmart ch tp trungvo hp v thc n sn.

Ti Nht Bn : Ngi Nht thch mua sm trong nhng ca hng sch s , ngn np , sngsa ch khng phi mt ni m m , qu nhiu hng ha xp chng cht nh nh kho c k Walmart.
http://www.walmartstore.com/http://www.walmartstore.com/http://www.walmartstore.com/


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- M hnh qun l: Hu ht cc cng ty M ang thnh cng ti Nht Bn nh McDonalds u giao cho cclnh o cp cao lu nm ngi Nht qun l cc chi nhnh, cho php h c quyn t tr mc nht nh. Nhng Walmart lm iu ngc li, giao quyn qun l cho mt nhm lnho ngi nc ngoi. Vn ha phng ng khc nhiu vn ha phng Ty v ngi nc

ngoi s t am hiu th hiu ngi tiu dng ca nc s ti. M cc chi nhnh trn th giica Walmart u c qun l theo kiu tp trung, di s ch huy ca tr s chnh ti M,chnh kiu qun l ny khin Walmart xa ri ngi tiu dng Nht Bn.T bi hc ca Hn Quc v Nht Bn , khi tin hnh xm nhp th trng Vit Nam, Walmartcn tin hnh nghin cu thng tin th trng k cng , c bit l yu t vn ha. V m hnhqun l, c th tin c ngi Vit Nam nm gi chc v qun l nht l trong b phnmarketing tin hnh tm hiu k hn th trng Vit Nam.b) Hiu ng Walmart

Khi Walmart bc vo mt tnh thnh, mt a ht, hay ton b mt ngnh cng nghip, tcng lun y kch tnh. V tc ng y lun l mt hn hp gia tt v xu: tt cho ngi tiudng v ngi mua sm, nhng xu cho nhng ca hng sn c. Tt cho hiu qu ca cc nh

my v sn xut, nhng nguy him cho cc hng cung cp no nhng qu nhiu quynkim sot cho Walmart. l hiu ng Walmart.Quy m v quyn lc ca Walmart cng ng ngha l mt mnh Walmart thng cm trchcho c nn kinh t tiu dng, khng ch nc M m khp th gii. Walmart nh ra lut l-cho d bn ngnh may mc, chi hay giy dp. Walmart n nh gi c v nhp lmvic. iu ny khin th trng ni Walmart c nh thm nhp - e ngi, d dt bi v h nhnthc c rng vi sc mua khng l v s bnh trng, Walmart l k chuyn git chtthng hiu khc.c) Thiu s quan tm n khch hng c thu nhp cao :

Walmart ch ch ti gi r v b phn tiu dng thu nhp trung bnh , b i ngun thu lnt ngi c thu nhp cao. in hnh l vic t nhng sn phm cao cp , khng ch trng tihnh nh bn ngoi c k, cc siu th vi nh sng m m , hng ha khng c xp gngng. V vy ta cn xy dng hnh nh mt Walmart thn thin , sch s , gn gng v b sungthm nhng sn phm cao cp.d) Khng c nhng sn phm tiu biu :

V c qu nhiu sn phm , qu nhiu mt hng dn n Walmart khng th chuyn tm vomt vi sn phm nht nh dn n sn phm nhiu nhng tnh chuyn mn ha khng cao.V d: Walmart khng thc s thnh cng trong vic bn qun o thi trang trong ca hng. N c gng sao li thnh cng ca i th Target, ni c mt hnh nh thi trang cao cp, hpthi hn.e) Khng c t chc cng on v s ln n v tin lng thp :

i din vi nhng ph phn v khng c t chc cng on v tr lng thp cho cngnhn,khi xm nhp vo th trng Vit Nam Walmart s c nhng chnh sch thch hp. mtnc x hi ch ngha nh Vit Nam, Walmart phi c mt t chc cng on vi t cch bov quyn li cho ngi lao ng.ng thi , Walmart cn cam kt thc hin tt trch nhim,ngha v ca ngi s dng lao ng trong vn m bo vic lm, tin lng, bo him xhi, iu kin lao ng, tha c lao ng tp th...theo lut Lao ng.3) Opportunity :- Vit Nam c mt nn kinh t si ng, ang pht trin nhanh nht chu . Vit Nam c mtdn s c hc vn, y ngh lc v tr trung ang ngy cng quan tm n cc sn phm tiu


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dng. Vit Nam c mt nn doanh nghip sn xut ang ln mnh cn tm ni bn sn phm rath gii- Theo thng k ca Hip hi bn l Vit Nam, tng mc bn l ca ton x hi giai on 1995-2002 tng trng 8 - 10%/nm. c bit, t nm 2003-2007, con s ny tng ln 18-22%/nm.Ring nm 2007, tng mc bn l t 740.000 t ng, tng trn 23% so vi nm ngoi.Hin

Vit Nam c khong 140 siu th v i siu th, 20 trung tm thng mi v gn 1 triu m2 mtbng kinh doanh bn l ang c u t pht trin.(Ngun: TTX, 23/1)- Th trng bn l Vit Nam ang c nhiu li th, khi ngi tiu dng ti y thuc hng trnht chu vi 79 triu ngi, tui di 65 v mc tiu th tng 75% trong giai on tnm 2000 - 2007. Trong nm 2007, ngi Vit Nam chi gn 45 t USD cho mua sm v tiudng. Trong khi 5 nh bn l hng u Vit Nam hin ch c di 3% th phn.- Nhu cu tiu dng Vit Nam ngy cng cao v a dng, ngi tiu dng Vit Nam tip cnvi cch bn hng qua Internet, TV shopping, qua di ng ngy cng nhiu hn; sn phm tungra th trng m bo vn mi trng nh bao b an ton, xanh, sch v thn thin, nikhng vi ti nilongTrong tng lai, th trng bn l ca Vit Nam s sn sng m ca chohi nhp v cnh tranh bnh ng a dng.

- S lng ca hng,siu th trong nc cha nhiu : T 368 ca hiu bn l nm 2007, sangnm 2008, con s ny ti H Ni v TP.HCM ln n 425, tng trng 16%. S ca hiuthuc knh phn phi hin i ny tnh n thng 3/2009, chim khong 26% trong tng c cuca th trng bn l ti hai thnh ph ln. Nu m rng ra th trng bn l ton quc, n mich chim t trng t 10-12%. Nu so snh s lng 400 ca hiu ti H Ni v TP.HCM vikhong 16 triu ngi sinh sng ti hai thnh ph, con s ny cn qu thp, cha p ng cnhu cu mua sm ca ngi dn- t i th cnh tranh mnh v hin nay ch c : Big C,Coopmart , Metro,FivimartCn li huht cc nh phn phi bn l u quy m nh, yu v nng lc, hn ch v mt hng phc v,ngun nhn lc cha c o to c bn.- Tim nng tiu th ca th trng th ln nh vy, nhng h thng phn phi ca Vit Namcn thiu tnh chuyn nghip do ngun nhn lc cha c o to, h tng cha t tiuchun, sn phm cha c bo qun ng tiu chun,bn cnh Vit Nam l th trng mivn hnh mc s khai, quan h gia cc DN cn lng lo, thiu h thng cung cp thng tinng b, kp thi, phng thc mua bn cn lc hu,l iu kin tt mt tp on bn l lnnh Wal-mart thm nhp.- Cc phng thc thanh ton tin dng bng th tn dng xut hin, trong bi cnh nn kinht Vit Nam c nhng bc tin mnh m, vng chc.Bn cnh :- Ngun lao ng ca Vit Nam kh di do- Ch chnh tr n nh- T 1/7/2006, Lut Doanh nghip 2005 (p dng chung cho c doanh nghip trong nc v ut nc ngoi) c hiu lc, ha hn s ln mnh ca cc doanh nghip bi s bnh ngtrong quyn v ngha v ca cc doanh nghip, khng phn bit hnh thc s hu.4)Threat :- Phi tip cn v nghin cu v vn ha,h thng php l, phong tc tp qun cng nh thiquen tiu dng kh thay i ca ngi Vit, t c nh hng ng trong vic chn snphm cung ng cho th trng, cng nh k hoch marketing ph hp vi tm l ngi VitNam.


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- Ti Vit Nam, hng tiu dng hin vn n tay ngi mua ch yu qua cc knh truyn thng,nh ch, ca hng v cc h kinh doanh c th... Cch phn phi ny to ra nhiu khe hcho hng gian, hng gi pht trin cng nh cc vn v v sinh an ton thc phm Hn 10nm nay, cng c nhng doanh nghip trong nc xy dng c chui phn phi bn lhin i, nhng vn cha th vi tay ti khu vc nng thn. Trong khi , theo kho st ca

Trung tm Nghin cu kinh doanh v H tr doanh nghip (BSA), th trng nng thn l nisinh sng ca 70% dn s nc ta v chim t 14-25% tng th trng bn l.- Th tc hnh chnh phc tp, quan liu.- C s h tng pht trin ngnh bn l cn yu km

Gi thu mt bng qu cao v th tc rm r: Khin cho nhiu doanh nghi p kinh doanhbn l kh c th thu c mt bng nh mnh mong mun.Theo thng k tnh n cui thng7/2008, ti Tp.HCM, gi thu mt bng bn l trong khu trung tm t mc trung bnh65USD/m2/thng, vi nhng v tr p gi trung bnh t n 85USD/m2/thng v mc gi thucao nht ti khu vc ny ln ti 250 USD/m2/thng; gi thu mt bng khu vc ngoi trung tmr hn i cht ang mc trung bnh 40USD/m2/thng. Do kh tm c nhng v trthun li v hin gi thu mt bng ti cc thnh ph ln nh H Ni, TP.HCM, bn cnh

giao thng v c s h tng Vit Nam cha tt, c bit l kh tm c bi xe thun li- Mt vi iu khon, ph lc ca Vit Nam v hng mc hng ha hay quyn phn phi hnch kh nng m rng , bnh trng ca nh TNN.V d: theo quy nh ti Ph lc s 01Quyt nh s 10/2007/Q-BTM: "Quyn phn ph ca nh TNN gn vi quyn c lp cs bn l th nht". Tuy nhin, iu ny khng c ngha l khi nh u t nc ngoi ccp php thc hin quyn phn phi s ng nhin c m c s bn l bt c u trn abn a phng.IV. Chin lc thm nhp th trng

T nhng hiu bit v thc trng v tim nng th trng Vit Nam cng nh nng lc cacng ty, chng ta c th a ra chin lc thm nhp th trng s b. Nhng do c trng lmt nh bn l, cung cp mt lng ln sn phm nn chin lc ca W-M khng phi dnhcho mt sn phm c th m l chin lc tip cn th trng cho h thng bn l v dch vca mnh nn n c nhng im khc bit so vi chin lc ca mt doanh nghip sn xutthng thng.1.Chin lc sn phma. Sn phm, c tnh v li th cnh tranh

Wal-mart mang n Vit Nam khng n thun l mt siu th thng thng m l mt aim ng tin cy c th p ng tt nht nhu cu mua sm hng tiu dng . Khch hng c thtm thy c nhng sn phm nhp khu cng nh nhng sn phm sn xut trong nc khngch vi cht lng cao m cn vi gi c thp nht. Bn cnh l s tha mn n t thi phc v v cc dch v tin ch.Trong khi h thng siu th hin c Vit Nam vn c hn chv gi v mc chuyn nghip trong khu phc v v chm sc khch hng. Qu trnh thnhdanh ca Walmart trc sau gn lin hai ch Nh nhn. Ngh thut kinh doanh ho kh sinhgiu khng nhng vn dng v mt i i vi khch hng m cn c Walmart vn dngngay vi cc nhn vin ca tp on siu th khng l ny. V th mi khi mua vo mi loihng, Waltmart u ht sc ch ti cht lng v kiu dng v khng tic b ra nhng khonu t ln, s dng my tnh kim nghim hng ho v lu chuyn xut nhp hng, t bo m uy tn ca siu th v lu thng sn phm hng ho.b. Cc yu t nh hng n chin lc sn phm- Thu nhp v mc sng:


11/22

Trong nhng nm gn y GDP bnh qun u ngi ca Vit Nam lin tc tng. Nu nm1990, GDP trn u ngi ca VN ch khong trn 100 USD, th n nm 2007, GDP/ngi t 835 USD, tng trn 8 ln. Nm 2008, GDP trn u ngi c tnh t khong 1.047USD/ngi (xem bng)

(Ngun:TP CH PHT TRIN KINH T S 219 THNG 1 NM 2009 )

Theo s liu ca Nielsen Vietnam Omnibus 2002-2009, mc bnh qun mi thng cng b

thu nhp ca mi h by gi l 300 USD v thu nhp ca mi h trn mc 4 triu ng, tng20% trong nm 2002 ln hn 80% trong nm 2008, cho thy mt con s gia tng khng l trongthu nhp sau khi np thu. S gia tng trong GDP bnh qun u ngi v thu nhp s lm chokh nng v nhu cu tiu dng ngy cng tng ln v chp nhn gi hn. Ngoi yu t lm pht,vt gi gia tng, s liu iu tra qua cc nm cho thy mc chi tiu bnh qun u ngi tngmnh qua cc nm i vi mc chi tiu bnh qun trn 1 triu ng/ngi/thng (nhm chi tiucao nht) v gim u cc nhm cn li. Nhm chi tiu cao nht ny tng t 18,4% nm2004 ln 62,2% nm 2008, tng hn 3 ln. Ring hai nhm ngi tiu dng c mc chi tiubnh qun t 500 ngn ng/ngi/thng tr ln trong nm 2008 chim n 93,3%. S liu nycho thy mc sng ca ngi tiu dng ci thin ng k qua cc nm (xem bng).
http://thongtinphapluatdansu.files.wordpress.com/2009/05/235.jpg


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(Ngun:Tp ch pht trin kinh t s 219 thng 1 nm 2009)

Mc cho nhng th thch trong nm 2008 t vic lm pht tng gi thc phm v xu hngi xung ca th trng chng khon, ngi tiu dng Vit Nam tr nn si ni hn v tchcc thy r. H l nhng ngi ng th 9 v mc lc quan ton cu v th 5 trong khu vc.Vi thu nhp v mc chi tiu tng c th thy cu tiu dng ca ngi Vit Nam khng ngngtng ln, t l tiu dng trn thu nhp ca ngi dn cng thuc loi cao nht ng Nam (khong 70% thu nhp hng thng), cng c ngha l khch hng sn sng chi tr nhiu hn tha mn nhu cu. Nh vy vi t cch l mt nh bn l W-M s phi c gng khai thc htnhu cu ny bng vic cung cp sn phm, dch v phong ph v mang n cho khch hngnhiu gi tr tng thm.- Vn ha v tm l

Vi mt th trng c th coi l rt tr (50% di 25 tui), cc nhn hiu mi, l c sc hpdn ln, kch thch tr t m, tm l th cho bit. Dng nh th trng ngi tiu dng VitNam, sau bao nhiu nm sng trong thiu thn vn cha qua cn kht c khm ph la chndng th. Phn tch thi v hnh vi ca khch hng trc nhng nhn hiu m h cm nhnl ngoi, nhn thy c hai xu hng: Th nht, ngi tiu dng c xu hng gn mt hnh nhsang trng, uy tn cho cc sn phm c cho l c nhn hiu ngoi. H thng tin rng hngc nhn hiu ngoi cht lng tt hn, sang hn, do dng sn phm nhn hiu ngoi th thhin s sang trng, snh iu. Th hai, nu kh nng cho php, h thch la chn cc nhn hiungoi, nht l trong cc tnh hung chi tiu trc m ng. Vi li th l nh bn l ncngoi c nhng sn phm t sn xut mang thng hiu ca mnh Wal-mart c th mang ncho th trng Vit Nam mt s lng ln v phong ph cc sn phm t tu chun cht lng

quc t vi gi c ph hp.C th ni chin lc sn phm i vi ngnh bn l l thch nghi. Bi bn cnh nhng chun

chung trong h thng Wal-Mart trn ton th gii th vic cung ng sn phm v dch v phign lin vi thi quen cng nh vn ha tiu dng ca ngi Vit Nam.Ring i vi mt hngthc phm, ngi Vit thng c thi quen dng cc loi thc phm ti sng v ngi dng ccloi thc phm ng lnh, rau c qu cng l mt loi thc phm ch yu. V vy thay v dnhqu nhiu din tch cho quy ng lnh, b, pho-mt th c th b tr nhiu din tch hn cho
http://nguoilanhdao.vn/Modules/CMS/Upload/25/012v.jpg


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quy thc phm ti sng, rau qu. Hay b sung nhng mt hng mang tnh dn tc nh ccloi mm, c sn ca cc vng- Php l

Theo php lut Vit Nam danh mc hng ha loi tr vnh vin l nhng mt hng m nhTNN s khng bao gi c quyn tham gia phn phi trn lnh th Vit Nam nh: la, go,

ng, thuc l v x g, du th v du qua ch bin, dc phm, thuc n, sch - bo - tpch, kim loi qu v qu, vt phm ghi hnh trn mi cht liu (bng, a...). Danh mchng ha loi tr c thi hn (nh TNN c quyn phn phi theo l trnh m Vit Nam cam kt nh: t 01/01/2009 my ko - phng tin c gii - t con v xe my; t 01/01/2010ru, xi mng v clinke, phn bn, st thp, giy, lp xe (tr lp my bay), thit b nghe nhn).c. Bin php iu chnh sn phm

mang n c cho khch hng lng sn phm phong ph c cht lng cao cn thchin mt s bin php c th.

Th nht, R sot li danh mc h cc loa hng ha, b sung nhng mt hng ph hp ringvi ngi tiu dng Vit Nam v loi b hay gim bt nhng mt hng khng hay t c nhucu. i vi nhng mt hng W-M t sn xut , c nhng iu chnh cho ph hp.

Kim sot cht ngun cung cp hng ha c bit l nhng sn phm c xut x Trung Qucnh thc phm, chi tr em v nhng ting xu ca cc mt hng c xut x t quc gia ny.Xem xt , la chn cc nh sn xut, cung cp tt nhtv cht lng v gi c. Nhiu mt

hng c th thay th nh sn xut nc ngoi bng nhng doanh nghip trong nc c uy tn vthng hiu.

Chuyn nghip ha i ng nhn vin c th mang n cho khch hng s tha mn tia.2. Chin lc phn phi:Wal-Mart l nh bn l ln nn bn thn n l mt b phn ca h thng knh phn phi cacc nh sn xut. Xt n chin lc phn phi y chng ta ch yu tp trung vo vic xydng h thng W-M trn lnh th Vit Nam v cch thc t chc trong bn thn W-M.Quy trnh W-M cung cp sn phm n cho khch hng nh sau

a. Cc yu t nh hng n vic xy dng h thng Wal-Mart:- Tc tng trng hng nm ca knh phn phi hin i nh siu th, trung tm mua smkhong 15%-20%, cao hn tc tng trng ca ngnh bn l khc 10% v ca nn kinh t

Nh sn xutnc ngoi

Nh sn xuttrong nc

Nh nhp khu

H thng Walmart

Khch hng


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7%-8%. T ch ch chim di 3% th phn bn l, tng ln khong trn 10%-25% v tc ny ang ngy cng tng cao, n 30%-40%. Ngi tiu dng ang ngy cng c xu hngchuyn t mua sm ti ch truyn thng sang mua sm ti siu th.- Ngnh phn phi ca Vit Nam cha mnh v cha chuyn nghip. H thng phn phi tiVit Nam hin nay ch o bi h thng phn phi truyn thng vi knh phn phi chnh l

ch v cc tim bn l ri rc khp cc a phng. iu ny i chi vi h thng kinh doanhbn l hin i v ch yu l siu th nh Co.opMart, MaxiMark... v cc trung tm bn s l lnnh Metro, BigC. Ti cc th ln - ni c sc mua ln nht, nhp sng dn dn c thay itrong cc gia nh tr bi thi quen cui tun i siu th mua dng cho c gia nh trong mttun. Thm na, s chnh lch v phng thc kinh doanh, s a dng hng ha, gi c, nhnhiu, an ton thc phm... nghing cn cn li th v pha h thng phn phi hin i. Vis pht trin nhn tin th h thng phn phi hin i tt nhin s lm suy yu knh phn phitruyn thng trong thi gian ti.

Nh vy vic xm nhp th trng sau m rng pht trin mng li siu th rng khp sl xu hng pht trin ph hp cho W-M hin nay. Nhng n vi mt nn kinh t ang phttrin nh Vit Nam th vn phi c nhng cn nhc :

- C s h tng ti Vit Nam ngay c hai thnh ph pht trin nht l H Ni v Thnh phH Ch Minh cn rt yu km. Khu trung tm thng qu ng c v cht chi v vy kh tmc mt a im xy dng mt siu th ln. Khu vc ngoi thnh cn kh nhiu t trngnhng h tng c s nh h thng in nc, ng giao thng cn hn ch.Trong khi phng tin lu thng ch yu ca ngi Vit Nam l xe my nn h ngi i xa mua sm.

Mc d c nhiu chuyn gia cnh bo t bi hc ca Thi Lan nhng Vit Nam hinnay khng thot khi s bng n lng ln phng tin giao thng c nhn v tnh trng kt xe.Vic khp cc ng ph, c bit l thnh ph H Ch Minh cc l ct trn ngp tr thnhmt phn tt yu ca cuc sng ngi dn thnh th. S chm tr v thiu ttrch nhim trongthi cng dn ti tnh trng n tc trong gi cao im , s xung cp ca cc con ng. Hthng thot nc cng cn rt yu, tnh trng ngp khi c ma ln cng nh hng khng nhti vic la chn a im mua sm ca ngi dn.- Quy hoch pht trin tng th ca cc thnh ph cng nh khu vc nng thn cn cha thngnht v ng b- Theo quy nh ti Ph lc s 01 Quyt nh s 10/2007/Q-BTM, cc nh u t nc ngoim c s bn l ti Vit Nam khi mun m thm c s th phi thng qua c quan c thmquyn xem xt v a im mun m thm c s mi. Nh vy s hn ch tnh cnh tranh cadoanh nghip khi mun bnh trng hay chim lnh th trng.Ti th trng Vit Nam, Walmart s tip tc thc hin chin lc mun th ca mnh: tptrung ri phn tn. Lc u khi mi xm nhp lm quen v thch nghi vi th trng ch m mt vi thnh ph hay khu vc c tim nng. Khi c c nhng v tr quan trng th mrng v chim lnh th trng.b. Hnh thc bn l ca Walmart ti Vit Nam:

Nhng nh phn phi trong v ngoi nc s phn phi hng ha tn tay Walmart, nhng nhnhp khu s chiu j trch nhim i vi doanh nghip nc ngoi mun bn hng cho Walmart.Nhng mt hng truyn thng Walmart s do chnh h thng chu trch nhim v qun l.

Ngoi ra, s trng by, gii thiu sn phm cng gp phn thnh cng cho Walmart ti VN.B tr gian hng:Mi sn phm trong cc ca hng phi c b tr ngn np v sch s. .Li i gia cc cahng phi rng cho khch hng mua sm vo cc dp l Tt, to thun tin cho vic di


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chuyn xe mua hng. Cc k hng c thit k ph hp vi chiu cao ngi Vit ,khng qucao to s bt tin trong vic mua sm nh thng thy ti cc h thng siu th ln. Ti ccca hng, lun c nhn vin tc trc v sn lng gii thiu, ch dn khch hng s dng hng.To khng kh m cng, khng g b:To nhng gian hng nh m cng ngay trong lng cc ca hng ln to nhng gc khng

gian m cng thu ht v gi chn khch hng. Khch hng c th cm thy thoi mi khimua sm ti H thng siu th ln nh Walmart.Phng th cc ca hng ,phng th qun o s c trang b y nhng vt dng cn thit nh gitreo ,king ,din tch phng hai ngi s dng ,khch hng s khng cm thy bt tinhay thiu thn khi th .Phng v sinh:Phng v sinh ti Walmart s c xy dng theo tiu chun ca khch sn ba sao vi mc chto s tin tng, sch s ,tin nghi n khch hng. Cm gic n Walmart mua hng: gi r,cht lng tt, phong cch phc v n cn, chu o, cc thit b hin ito s tin tng vtrung thnh ca khch hng.

Ngoi ra, cn c h thng nhn vin giao hng tn ni ,ch cn mt cuc in thoi ni r snphm cn mua, c tnh, khch hng c th yn tm ngi ti nh v nhn vin ca Walmart schuyn hng n trong vi gi.Chin lc phn phi thch nghi p dng ti Vit Nam sao cho ph hp vn ha mua sm, tocm gic thoi mi, t nhin, thn thin.3.Chin lc xc tin:3.1.Nhng ro cn trong thng tin quc t:

Ro cn vn ha: y cng chnh l mt trong nhng tr ngi cho Walmart vo Vit Nam,gy kh khn cho vic truyn t thng tin , dch v ,hnh nh ca thng hiu ni ting mangm nt phng Ty . Do s khc bit vn ha, vic gii thiu v qung b hnh nh Walmartn Vit Nam i hi s nghin cu th trng ,vn ha cng nh tm l ngi tiu dng Vit t c mc tiu tt nht.

Hiu ng nc xut x: y chnh l hiu ng Walmart. Khi Wal-Mart bc vo mtcng ng - mt tnh thnh, mt a ht, hay ton b mt ngnh cng nghip no ,khngring g Vit Nam trong tng lai th tc ng ca n lun y kch tnh.Trn th trng th giiWal-Mart lm thay i t duy ca ngi tiu dng v gi r. y c th l mt li th toc nhng n tng hay s tin tng ngay t ban u khi W-M bc vo Vit Nam . Quy mv quyn lc phi thng ca Wal-Mart s mang li nhiu li ch ln. Ch cn bn c hngmt ln cho Wal-Mart, th cng ty ca Vit Nam c th tip cn c ton b th trng Mnhng cng t bi hc t nhiu doanh nghip ca cc nc trn th gii, cc doanh nghip snxut ca Vit Nam s d dt v e s s hp tc cng c th dn ti s thm nhp su v thntnh ca W-M.3.2.Cc cng c xc tin a Walmart vo Vit Nam:

Vi mc tiu ngn hn thu ht s ch ca ngi tiu dng h nhn thc s c mt caWalmart ti Vit Nam ,chp nhn v s dng h thng Walmart ,sau tp trung mc tiu dihn bnh trng h thng ti khp lnh th.

a. Qung co: l yu t quan trng hng u trong hot ng gii thiu h thng bn lni ting th gii n tay ngi tiu dng .Trong Walmart s dng chin lc xc tin thchnghi vi vn ha Vit Nam.


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Trong Walmart s tin hnh qung co ngoi tri l mt phng php hiu qu v r tin.Mt chin dch qung co tt l tit kim chi ph nhng mang li hiu qu ti u. V qung congoi tri khng ngoi tm tay ca Walmart.

Vit Nam vi cc phng tin nh xe but, taxi.. v nhng ni c th tn dng qungco nh bin qung co ni cng cng, gh xe but, bin bo xe la, hay nc taxi,l mt

phn ca loi hnh tip th c gi l ngoi tri. nhanh chng thm nhp th trng Vit Nam, Walmart tin hnh qung co ngoi tribng nhng cch truyn thng v sng to nh: qung co ti ca hng, sn bay, bnh vin vngay c trng hc hay cc thanh qung co ti giao l, ng t, ngay c xa l ra vo ni thnhcc tnh, thnh ph ln, qung co trn cc cy xng trong cc khu ch ln. Walmart s tndng lng gh ca cc phng tin cng cng qung b hnh nh ca mnh .

Vi khu khu hiu Walmart sp c mt ti Vit Nam c xut hin rng khp, vitn s cao nht s thu ht s ch , hiu k v quan tm ca ngi tiu dng Vit.

Mc tiu ca chin dch tip th hiu qu m Walmart s p dng ti Vit Nam l ba vykhch hng bi cc thng ip. Vi cc phng tin truyn thng hn hp, ngi tiu dngVit c th c qung co v Walmart trong bo bui sng, nhn thy bin qung co v

Walmart trong khi li xe i lm v nghe qung co trn sng pht thanh ..Qung co ngoi tri hiu qu nht khi n c s dng truyn t mt thng ip duynht: hy n vi Walmart ,chng ti phc v bn vi cht lng tt nht vi gi r nht. Vvy, qung co ngoi tri c xem l l phng tin hon ho cho khch hng bit v cahng, sn phm, dch v hoc nhn hiu hng ho ca Walmart. Ngoi ra, cc phng tintruyn thng khc nh gi hng trn xe but v p phch trong nh v sinh ca ca hng ndng nh thu husrt s ch ca khch hng nhiu hn.

Nhn chung Walmart tn dng ti a phng tin v cch thc tip th hnh nh v dchv ca Walmart n tn tay ngi tiu dng Vit.

Mt cch khc qung co hnh nh ti Vit Nam ,Walmart tin hnh cuc i b Walmart-i ng nhn vin Walmart v ngi dn Vit ,c bit gii tr Vit Nam - s ha mnh vocuc i b gii thiu hnh nh vi cu slogan Save money- live Better, p phch ,o ngphc vi hai mu ch o : xanh dng m v vng mu sc c trng ca Walmart.

y chng ti la chn chin lc qung co thch nghi v nhng yu t ph hp vi vnha ca ngi dn Vit Nam ( phn tch trn).b.Khuyn mi: y l hnh thc khng th thiu khi thm nhp mt th trng mi v timnng nh Vit Nam. Hiu r tm l tiu dng ca ngi Vit, Walmart tin hnh khuyn micc sn phm ca mnh ngay trong ln ra mt u tin nh : buy one get one free, mua hngtrng thngc.i ng nhn vin bn hng:

i ng nhn vin ca Walmart ti cc quc gia lun c o to bi bn, hun luyn nhk, v c hng nhng ch u i nh trong cc cng ty a quc gia.

Walmart s dng lc lng bn hng l ngi Vit ,tin tng rng vi s hiu bit ca hv vn ha,phong tc ,tp qun v chun mc ti Vit Nam, s l nhn t thun li cho thnhcng tm nhp th trng ca Walmart.

Vi phong cch phc v chu o ,n ci lun n trn mi nh l biu tng thnh cngtrong dch v chm sc khch hng ca Walmart. Trc khi tin hnh thm nhp th trngVit Nam ,Walmart s tin hnh o to i ng nhn vin bn hng bng cch i th chngtrnh hc tp, hun luyn ti Nht Bn dnh cho nhng nh qun l nhn s ,nhng qun l cpcao , o to h tr thnh nhng superviser chuyn nghip .L do chng ti chn Nht Bn


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v y l quc gia Chu lng ging ca Vit Nam, ng thi trc y ,khi Walmart thmnhp th trng Nht , b tht bi do khng tm hiu nghin cu k th trng cng nh yut vn ha v tm l ,ngi dn Nht l nhng ngi c tinh thn t tn dn tc cao v h khc th chp nhn ca hng phng Ty ti quc gia Chu .

Sau ,nhng nh qun l ny v Vit Nam, tuyn dng v o to nhn vin ti Vit Nam

theo phong cch c trng ca Walmart: chuyn nghip, tn tnh ,ng thi hn ch nhngkhuyt im ,thiu st m nhn vin bn hng ti siu th, ca hng Vit Nam mc phi nhthiu thn thin , tc phong cha nghim tc

Ngoi ra ng phc ch o ca Walmart vi cu slogan How may I help you? cchuyn thnh ting Vit ph hp vi ngi tiu dng trong nc hn nh : Hy gi ti khibn cn.

Walmart vn s p dng ti Vit Nam hnh nh quen thuc ca nhng greeter,vi mc chto s tn trng khch hng. Nhng nhn vin ny s ng ti ca ra vo v lun ni li cmn cc khch hng gh thm, gip h ly gi hng v cui cng l cu ni tm bit, xincm n qu khch khi mi ngi ri ca hng.

Khi tr thnh thnh vin ca Walmart , nhn vin Vit Nam s c hng ch i ng

cng nh quyn li nh cc nhn vin Walmart trn th gii. H s c hun luyn nh ksu thng mt ln, th by hng thng t chc pht thng dnh cho nhn vin xut sc cathng, qun l xut sc ca nmd. Quan h cng chng :

Pht trin ngun ni lc cha y mnh s hiu bit ca ngi dn Vit ,Walmart thitlp mi quan h tt vi cc phng tin truyn thng ,nh phn phi trong nc v cng chng.

Hot ng ny bao gm nhng n lc nhm tng cng uy tn ,hnh nh ca Walmart trnhai kha cnh: mt l i ni vi nhn vin ca cng ty, t qun l n nhn vin cp thp, hai lquan h i ngoi ,thng qua cc chng trnh h tr cng ng ,cc mi quan h vi t chc,a phng .

Mt s cng c quan h cng chng Walmart s p dng ti Vit Nam:

Xut bn phm ( Publications): Walmart pht cc bn tin, t bm ti cc buihi tho gii thiu ,cc hi tho chuyn Gii thiu h thng bn l Walmart S kin ( Events) : Walmart ti tr cho cuc thi Mua sm cng ngi ni

ting ti cc h thng Walmart, mi i hai ngi gm ngi ni ting nh din vin,o din, ca s,vdoanh nhn thnh t. v ngi tiu dng Vit,vvi mc ch to sha hp v giao lu .

Tin tc ( News): tn dng nhng bi bo ,tin tc khen ngi Walmart ti cc qucgia gii thiu v nng cao uy tn .

4. Chin lc giTip cn th trng bn l c bit l vi cc mt hng tiu dng th la chn v thc hin

c chin lc gi ph hp s gp phn rt quan trng trong vic to ra kh nng cnh

tranh.u tin chng ta s xem xt mt s yu t kinh t.a. Cc yu t mi trng nh hng n chin lc gi:S li thng k cho thy, GDP bnh qun u ngi, thu nhp v mc chi tiu ca ngi

Vit Nam ngy cng tng nhng so snh vi mt bng chung th vn cn thp. Mc d nm2008 l nm nh du VN thot ra khi nhm nc ngho nhng theo xp hng ca Ngn hngth gii thng 10/2008 th VN ng hng 170 v thu nhp bnh qun u ngi tnh theo t giVN/USD, v ng th 156 v thu nhp bnh qun tnh u ngi theo phng php sc muatng ng (PPP) trong tng s 207 nc, vng lnh th. Nh vy ngi Vit Nam vn cthu


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nhp cn thp v kh nng chi tiu cn hn ch. Bn cnh cuc khng hong kinh t cui2008 u 2009 v ang to ra nhng hu qu nghim trng, lm tr tr qu trnh pht trinkinh t v lm cho kinh t cc nc tr nn m m hn. c bit l khi Vit Nam tham giamt cch tch cc vo kinh t quc t nn khng hong kinh t nh hng r nt hn. T l lmpht ca Vit Nam lin tc tng v tng vt trong nm 2008 (xem bng) ng ngha vi vic gi

c leo thang, c bit l nhiu mt hng tiu dng v hng ha thit yu c thi im tngvt.Hnh : T l lm pht caVN v mt s nc trong khu vc (2006-2008)

Theo Tng cc Thng k, 7 thng u nm 2008, mc chi dng hng ho - dch v t bnhqun 886 nghn ng/ngi/ thng, tng 29,8% so vi cng k nm ngoi. Tuy nhin, v so vicng k nm ngoi, ch s gi tiu dng (CPI) tng 27% nn lng hng ha tiu th c th coinh khng thay i. Song, t thng 8-2008, ch s CPI bt u chng li v gim lin tc chon cc thng cui nm. Trong 3 thng u nm 2009 CPI tng 14,47% so vi 3 thng u nm2008. Tuy nhin, sc mua vn cn d dt. V 40% s ngi Vit Nam c kho st cho bith quan tm ti gi c hn so vi trc.

Theo mt cuc kho st u nm 2009,1/3 ngi dn chi tiu gim xung i vi nhngngnh hng tiu dng nhanh (FMCG) ngoi tr thc phm v ni rng h gim chi tiu tt cccc knh mua sm siu th, ch v tim tp ha v yu t gi c vt qua phn phi chimv tr th hai. Nh vy, nh hng ca khng hong kinh t th hin r qua la chn cangi tiu dng (xem bng).

( Ngun : Bo Si Gn Tip Th)
http://nguoilanhdao.vn/Modules/CMS/Upload/25/02vk.jpghttp://thongtinphapluatdansu.files.wordpress.com/2009/05/canh6a.gif


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Nh vy vic tip cn th trng vi lng sn phm phong ph c cht lng cao m gi c

thp s thu ht c ngi tiu dng v tr thnh li th cnh tranh cho doanh nghip.V mt x hi, mc d i sng ca ngi dn c ci thin, t l ngho gim, nhng ch

s bt bnh ng v thu nhp (Gini) VN cn cao, v tng qua cc nm (nm 2004 Gini l

0,423, nm 2006 h s ny l 0,425). H s Gini cao th hin phn ha thu nhp, phn ha giungho cao gia cc tng lp dn c. Nh vy ch mt b phn nh ngi dn c thu nhp caoc kh nng chi tiu cho nhng mt hng cao cp hay thch ng c vi s bin ng vgi c, phn ln cn li l nhng ngi c thu nhp trung bnh v thp nhy cm hn vi gi.Chnh sch gi thp v n nh s duy tr c lng tin v s trung thnh ca nhm khch hngny.

Thu thu nhp c nhn c ban hnh v a vo thch hin cng c nhng nh hng nhtnh. Mc d hin nay khon thu ny cn c tm hon thu kch cu nhng trong tnglai gn s chnh thc tr thnh mt khon lm gim thu nhp ca ngi dn. n ca b tichnh v thu ph mi trng trn mi lt xng du tiu th ( 6000-8000 ng/ lt) cng tr thnhmt khon chi ph. Thu nhp b gim s lm ngi tiu dng c xu hng cn nhc v cn trng

hn trong tiu dng. Bi ton tit kim c th s c t ln trn ht.Bn cnh c th thy mt s siu th ln v c th phn ln trn th trng nh Coopmart,Big C u ang y mnh chin lc gi r vi nhiu t khuyn mi gim gi ln. Tong khihng bn siu th l hng tiu dng nn lng cu ln v kh n nh. c bt l nhiu mthng tiu dng t i hi s cn nhc v nhn hiu hay xut x th gi c tr thnh yu t thencht.b. Chin lc gi v phng thc thc hin

Do c th l mt doanh nghip bn l, bn cnh mt s sn phm t sn xut th hu ht lsn phm ly t cc nh sn xut bn ngoi nn gi c sn phm ph thuc nhiu vo nh snxut, nh cung cp nn vic nh gi sn phm kh phc tp v khng ch gi gp nhiu khkhn. Nhng chnh sch gi ca Wal-mart trn ton cu lun thng nht l: Gi thp nht vlun n nh.

c c gi r bn cho khch hng W-M s phi thc hin mt s bin php c th: ctgiam chi ph, cng dn gi khuyn mi v to p lc W-M ln cc nh sn xut v cung ng.

Th nht ct gim chi ph cn quy trnh qun tr khoa hc. y l th mnh bi kinhnghim m W- M tch ly c t nhiu nm, th hin vic s dng nhn s hp l v hiuqu, chi ph qung co t, Khng ch c vy, W-M cn can thip su vo qu trnh sn xut.M cc nh my hay k hp ng trc tip vi cc nh sn xut sn xut cc sn phm cachnh mnh nh qun jean hay cc hng tiu dng khc. Vic nay c kh nhiu thun li khi m Vit Nam chi ph nhn cng v nguyn liu thp hn nhiu nc khc, trong nc cng csn nhiu doanh nghip gia cng hng may mc, ch bin. Kinh nghim qun l v sn xutchuyn nghip s l mt li th gim chi ph trong khu ny khi m mt s siu th nhCoopmart hay Big C cng th nghim m hnh ny nhng khng thnh cng.

Sam Walton - ngi sng lp Wal-mart a ra pht kin quan trng i vi ngnh bn l l ph b chu k cao thp ko di hng chc nm trong gi bn cc sn phm tiu dng. Btk ai thng mua sm u quen thuc vi nhng t khuyn mi ch ko di trong vi ngy.Nhng t gim gi khuyn mi ny c ln lch trc t lu nhng chng vn to ra nhngchu k tiu th khng n nh.Ngi tiu dng m nghin vi gi bn r hn v chng li gibn tiu chun v cc hng cung cp cng m nghin vi nhng t bng n sn lng dovic gim gi khi mo. Tuy nhin, cng cn phi bn vi gi tiu chun duy tr mt bin


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li nhun hp l. Cn cc ca hng th pht khng v tr hng cho nhng t khuyn mi, vby tr li kiu trng by, v i ph vi hng ng sn phm khng chu nhc nhch khi tgim gi kt thc. tr kh nhng chuyn , W-M yu cu cc hng bn hng choW-Mcng ht tt c cc khon gim gi ca cc t khuyn mi trong nm v tr vo tr gi snphm ca nguyn mt nm. Th l hin ra ci gi bn l thp v c nh ca tng ngy.

Vic bn vi gi thp i hi nhiu n lc hn trong thng lng vi nh sn xut, cungng. Vi tm vc v sc mnh ca mnh W-M to p lc ln cc nh sn xut, cung ng buch phi chi theo lut ca mnh. S kin nh ca W-M trong chuyn hng phi lun lungi thp khin cc hng cung cp gn nh phi t pht huy nng lc, phi do d khng dmbn chuyn tng gi bn. Vi cc nh sn xut nc ngoi W-M c quan h v hp tc tt.Cn vi cc nh sn xut Vit Nam th vic khin h phi bc theo nhp ca Wal Martkhng qu kh khn khi m sn xut v qun l ca cc cng ty Vit Nam cha t tnh chuynnghip cao. W-M c th dng nh hng ca mnh can thip su vo quy trnh sn xut, h trh chuyn nghip ha, ng thi to p lc h gim gi cng nh duy ttr gi n nh.V biv Walmart l mt nh phn phi khng l, n ni cc thng hiu sn phm khng th mnh b loi b khi cc k hng ca Walmart. Kt qu l, mt nh sn xut ca mt thng

hiu ni ting c th phi chu s nhng b v gi c cho d nh hng n li nhun ch c c mt trong chui ca hng Walmart.5.T chc thc hinSau khi tin hnh phn tch cc yu t nh hng n vic thm nhp th trng th mtphn khng th thiu l s tng hp cc bc cho s thm nhp ny mt cch c th phhp vi mc ch a ra ban u.Hay v c bn y l cng vic thit lp cc phng n bn ,m rng sn phm v dch v ca mnh, ni ngn gn hn l pht trin thng hiu.y l lch trnh c th cc cng vic v nhim v ca tng manager, tng b phn: (Cc cngvic c sp xp theo mc quan trng, hon thnh cng vic 1 ri mi thc hin cng vic2,...)

Mc u tin

Cng vic Phn cng bphn

1. Tm hiu th trng Vit Nam( cc yu t chung, c th nh nu)

...

2. c tnh chi ph , li ch, ri ro v quyt nh u t thngqua d ton ngn sch s dng vn Financial Manager

3. Tin hnh thit lp c s vt cht, lm cc th tc cn thit vxy dng nh my sn xut

....


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4. Qung b,nh v sn phm v thng hiu .ng thi lachn knh phn phi ph hp.(cn la chn phng tin truynthng ph hp)

R&D

5. nh gi sn phm ph hp vi th trng mc tiu v theomc ch ban u ca cng ty.

Plan staff

6.La chn i tc v tin hnh kim tra cht lng sn phmi tc cung ng

...

7. Tuyn dng v o to nhn vin ( ch b phn bn hnghoc cc b phn sn xut...) v pht trin i ng qun l(ngi ca cng ty m)

Human ResourcesManager

8. Xc tin bn hng, thng tin vi khch hng v ly phn hit khch hng.

Marketing andCustomer care

Services6.c tnh chi ph v d kin ngun vn thc hin:

c tnh chi ph v d kin ngun vn thc hin l vic khng th thiu trong tin trnh thmnhp th trng ca cng ty u t. Khi thm nhp mt th trng mi, cng ty gp phi rtnhiu kh khn v th tc,nhn s,cc ro cn vn ha,...iu ng ngha vi vic cng typhi b ra rt nhiu cng sc v chi ph c pht trin v tn ti lu di trn mnh t angu t. V mt trong nhng yu t tin quyt xc nh mc kh thi ca d n l chi phv ngun vn b ra nh th no. y, khi tp on Walmart vo Vit Nam, th cc chi ph cnni n l :chi ph thu mt bng, xy dng c s vt cht, chi ph bn hang, thu nhn cng,chi ph qun xy dng v chi ph thit b, chi ph mua NVL trc tip sn xut, chi ph bo him

cng trnh, Chi ph khu hao, duy tu, bo dng ti sn c nh s dng vo sn xut, kinhdoanh, Cc khon thu, ph v l ph lin quan n hot ng sn xut, kinh doanh, dch v theoquy nh ca php lut;chi ph vn chuyn, nhp khu hng ha,Nhng rt kh c tnhc mt cch chnh xc tt c cc chi ph phi b ra.Do c phn hn ch v nhiu mt nn chng ti xin dng ti y.Vic trin khai hot ng nhth no s c b sung sau.V. Kt lun

Vi c th ca ngnh phn phi bn l , chin lc marketing quc t Wal-Mart u tin lachn l chin lc thch nghi, th hin vic cung ng sn phm, dch v, phn phi, xc tinv nh gi ph hp vi c tnh ca ngi tiu dng Vit Nam.

thnh cng ti th trng Vit Nam ,th trng tim nng trong hot ng bn l

,Walmart cn tnh to v linh hot hn na trong xy dng v thc hin chin lc marketingtng hp sao cho ph hp vi nhng khc bit v vn ha, iu kin kinh t, iu kin cnhtranh, tiu chun k thut ,quy nh php lut ti nc s ti.Nhng khc bit ny i hi phic iu chnh v cc chi tit hay c im trong khu phn phi ,xc tin hng ha. Trong ,chin lc nghin cu pht trin (R&D) quc t c bit quan trng i vi cng ty quc tnh Walmart.Nhng bi hc t s tht bi ti th trng Nht Bn v Hn Quc minh chngcho s ch quan ca Walmart. Trong tng lai vi xu hng ton cn ha, hy vng tin trnhthm nhp Vit Nam ca Walmart s t c thnh cng nh cc quc gia khc.


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