Phân tích chiến lược kinh doanh của hệ thống bán lẻ của siêu thị big c e

Business strategy analysis of the retail system of supermarket Big C... Competitive strategy to help businesses trade capture market opportunities and create competitive advantage in the

Phân tích chiến lược kinh doanh của hệ thống bán lẻ của siêu thị Big

C.

Business strategy analysis of the retail system of supermarket Big C.

TABLE OF CONTENT

TABLE OF CONTENT 2

INTRODUCTION 3

RESEARCH OF CONTENT 4

1 General introduction about Big C supermarket 4

2 Assess the impact of the macro environment 5

2.1 Political Factors – law 5

2.2 Technological factors 5

2.3 Economic Factors 5

2.4 Cultural factors - social 6

3 Assessment of intensity of competition 6

3.1 Existence of barriers to entry 6

3.2 The key success factors (KFS) 9

3.2.1 The Human Factor 9

3.2.2 Cultural Factors 10

3.2.3 Technological factors 10

4 Analysis of the internal environment 11

4.1 Assessment of resources and capacity based on the enterprise value chain 11

4.1.1 Basic Operation 11

4.1.2 The complementary activities 13

4.2 Determination of competitiveness 14

5 Competitive position of businesses 14

5.1 The model EFAs 14

5.2 The model IFAS 14

CONCLUSION 16

Business strategy is the most important part of the whole strategy of the business Other parts of the overall strategy must be based on the business strategy to build and calibrate

Business strategy is extremely important for the existence and operation of the business It set out major objectives, which need to mobilize appropriate resources both short and long term It ensures that the plan was not misleading Business strategy built good way for companies to gain more profit, have secure foothold in the business, proactively adapt to the business environment

Competitive strategy to help businesses trade capture market opportunities and create competitive advantage in the market by applying the limited resources of enterprises with superior results to achieve goals out, allowing enterprises to consider and determine what direction we should follow? The business environment is always volatile create opportunities and risks in the future (business strategy will help companies capitalize on the opportunities and reduce the risks related to the business environment)

Business strategy to help enterprises better prepared to cope with and master the movements of the market Business strategies also reduce the risk and enhance the ability of the enterprise to take advantage of business opportunities as they arise

RESEARCH OF CONTENT

1 General introduction about Big C supermarket

- Big C is a trademark of the Casino Group, one of the leading retail groups in Europe with over 9,000 stores in Vietnam, Thailand, Ac-hen-ti-na, U-ru-guay, about-Zue-la Indonesia, Brazil, Kuwait, Colombia-Colombia, India, Indonesia, the Netherlands, France , using over 190,000 employees

- Big C Vietnam opens first hypermarket in Dong Nai in 1998 Currently, the Big C store presence in most major cities like Hanoi, Hai Phong, Hue, Da Nang, Bien Hoa, Ho Chi Minh City

- Big C shopping center is an ideal client for Vietnam: each shop has over 50,000 items, from fresh food to the grocery store, from clothing to interior decorations, as well as the electrical goods such as home appliances and audio-visual equipment, all of which are sold cheaply

- Every day, Big C's customers are exploring multiple promotions, new items, exclusive items, of various types, manufactured in Vietnam or imported from abroad

- Just a regular 3 weeks, Big C released a promotional newsletter with pricing policies and attractive gifts Just subscribe to the newsletter by mail and customers will not miss any promotions yet Big C again

+ Full Name of Business: Trading Ltd Co Big C

+ Enterprise Abbreviation: Big C

+ Head office: 222 Tran Duy Hung, Trung Hoa, Cau Giay District, Hanoi + Year established: 1998

+ Tel: 0437848596

+ Website: http://www.bigc.com.vn

+ Business of Business: Distribution sale

+ Certificate of business registration: 175 /GP and the license amendment + Date of issue: on November 25, 1996 Place of issue: Ministry of Planning and Investment

+ Type of business: Joint Venture

+ Current Capital: $ 250 million (all member firms)

+ Business operations strategies (SBU):

* Manufacturing

* Retailers

* Exports

- Vision, mission of the enterprise business:

+ Vision: Nourishing a world of diversity

+ Business Mission: Become the reference be the best retailer to Satisfy our customer

2 Assess the impact of the macro environment.

2.1 Political Factors – law

This is the most powerful factor in the operation of supermarkets Every profession has now lifted the legal documents individually adjustable, soft law adjustment, orientation and operating regulations must be in accordance with the constitution and law changes the law has always strongly influenced production and business activity for economic entities, so the replacement this change impacted the operation of the retail system Political factors have close relationship with the industry Political stability will create a favorable business environment

- Anti-Monopoly Law

- Tax Law

- Labour Law

- The philosophy of liberalization

- Law on training, coaching employees

- The policies and philosophy of education

2.2 Technological factors

- Product Innovations

- The application of knowledge

- Note in the proceeds of state or private R & D spending

- New technologies in information and communicate

2.3 Economic Factors

- Inflation

- Interest

- Balance of payments

- Revenues and expenditures

- Personal saving rate

- The rate of corporate savings

- Gross domestic product

2.4 Cultural factors - social

- Women in the labor force

- The diversity of the workforce

- Attitudes about the quality of life at work

- The environmental concern

- The change in the trend of career

- The change of the favorites in choosing the product characteristics

3 Assessment of intensity of competition

3.1 Existence of barriers to entry

As we all know Big C is a trademark of the Casino Group, one of the leading retail groups in Europe, with more than 9,000 stores in Vietnam, Thailand, Argentina, Uruguay, Venezuela, Brazil, Colombia, India Ocean, The Netherlands, France, use

on 190,000 employees Big C shopping center is an ideal client for Vietnam, each store has over 50,000 items, from fresh food to the grocery store, from clothing to interior decorations, as well as items electronics such as home appliances and

Potential accession

Other

Stakeholders

5 Respective power of

different stakeholders

The supplier

3 Bargaining power of

2 Threat of product/ service alternative

1 Threatening a new

enter

4 Bargaining power of buyers

The buyer

The competitors in the industry

6 Competition among existing businesses

6 Cạnh tranh giữa các

DN hiện tại

audiovisual equipment, all of which are sold cheaply The reason, BigC do this is because businesses have adopted exactly five regulatory forces M Porter

Big C has succeeded in creating more barriers to entry makes joining the industry more difficult and costly First, since there are economies of scale, Big C is a retail system is widely available in many countries around the world Therefore, its production scale is very large making the cost and cost per unit of its products is relatively small compared to other competing businesses We can take the example, for the same commodity product, the product of Big C always cheaper than the products of other supermarkets like Star Bow, Hapro, Techsimex On the other hand BigC always created for customers with special hospitality constantly as promotions

or super discount to stimulate customer demand In addition to economies of scale it may also build a system of barriers such as the need for initial investment and commercial elements,etc, More specifically, it has a complex distribution system makes Big C Vietnam took first in Dong Nai in 1998 By now, the Big C store has presence in most major cities like Hanoi, Hai Phong, Hue, Da Nang, Bien Hoa, Ho Chi Minh City It has built for himself is a brand that the brand is known not only within the country but the whole world Scale is considered: 5/10

a) The power to negotiate from suppliers

Big C has employed very successfully negotiate power from suppliers Thanks

to the bargaining power that Big C may increase the price of some products while ensuring not to exceed the price of the item on the market, increasing the volume of supply Big C has 3 exclusive manufacturer brands were: WOW, eBon, Casino Scale rating: 6/10

b) Bargaining power from customers:

At Big C customers always possess the products with the most affordable price Customers will satisfy every demand of essential commodities So Big C gave the bargaining power from customers less Scale rating: 7/10

c) Competition between businesses in the sector

+ Big C is a trademark of the Casino Group, one of the leading retail groups in Europe with over 9,000 stores in Vietnam, Thailand, Ac-hen-ti-na, U-ru-guay, Venezuela, Brazil, Kuwait, Colombia-Colombia, India, Indonesia, the Netherlands, France,etc

+ Big C with positioning is cheap commodity, therefore, they continuously offer promotions, with cheap products, in line with many people's pockets In addition, Big C also linked with major manufacturers to reduce product costs to the fullest extent for consumers, with the price stabilization policy during the current crisis and create conditions shopping convenient for the customer

So Big C were evaluated with the competition is high compared with other firms in the industry Scale rating: 7/10

d) The threat of substitute products

In competitive regulatory force of M Porter is applied in Big C that is competitive pressure from alternative products Products and services replace the products or services that can satisfy the needs of the equivalent of the products and services in the industry We can take the example then always make judgments about competitive pressures primarily of replacement products:

Most customers at the wine shop, beer in Big C is the gentlemen for gentlemen, the hobby beer, drank alcohol while on then was drunk, drunk, the wife will not like They often blame the friends, colleagues, partners,etc, to defend his excuse for consuming large quantities of beer to additional revenue for the business So what beer to satisfy demand:

+ Meet the partners

+ Gather friends, also numerous other reasons, but in terms of our work should only use a few elements to identify

So the replacement of beer and wine is a commodity that can replace the requirement At Big C can list some merchandise may substitute alcohol: coffee, tea These products can satisfy the demands on and add a benefit was welcomed by everyone, it is just one of many products sold in the retail supermarket Big C Through this example we see competitive pressures primarily of replacement products

is the ability to meet the needs compared with products in the industry, add more as the factors of price, quality and other factors environment of culture, politics, technology will also affect the threat of substitute products

Scale rating: 6/10

e) negotiating power of the parties involved

Government: the supermarket to ensure good implementation of all elements of law, in addition to observance of the compulsory reserve ratio

For investors and shareholders: request high profit, low profit if the shareholders would gradually withdraw invested in the retail system and redirect its operations to other areas Scale rating: 6/10

To judge:

The competitiveness of the Big C for businesses in the sector to create pressure

on the industry to create a tough competition intensity Demand, the growth rate affect the number of competitors Supermarket business focuses structure and branches have only one or a few firms holding dominant role Also barriers that Big C launched retreat like the barriers to entry, barriers withdrew factors that make a withdrawal from the sector of the competitors become difficult:

+ Investment barriers

+ Binding laborers

+ The binding strategies and plans

Market service providers Vietnam supermarkets now have a lot of vendors but the dominant market power remains in the hands of three service providers mainly Metro, Big C, G7 Mart Although the barriers to entry, barriers to retreat, are high, pressure from customers negligible but many enterprises are prepared to enter into the market One more good thing is the introduction of the service sector with supermarket vu service: amusement parks, cafes, restaurants,etc, With this trend in competitiveness within the industry will increasingly increase and then consumers will increasingly be respected more

Thus we see the retail industry is an attractive sector

3.2 The key success factors (KFS)

3.2.1 The Human Factor

This is considered a key factor to the success of the business and development

of retail systems Should have good staff, professional expertise, expertise, information technology Especially the staff provision with strong qualifications, dynamic creativity, acumen at work will be a key determinant of success or failure of the supermarket Besides must have quality and professional ethics, spirit, high responsibility job Must constantly retraining and advanced training and professional

qualifications, their political, cultural and ideological ethics officers This is considered an urgent task, the red thread throughout the business development of the system Themselves leaders and specialized cadres, cadres transaction is the mirror into which the typical construction style corporate culture deeply imbued in the sector 3.2.2 Cultural Factors

Culture is all that the creator includes material culture, spiritual culture and behavior culture Culture is never missing baggage being of mankind in the past, present and future,etc, Any one industry in social life is also related to culture, making culture and cultural impact are constantly,etc, With its own characteristics of the retail system is regularly exposed to customers is also very diverse in subject, of degree, the difference in nationality, gender, the age, ethnic skin color, differences in use of products and services Hence cultural awareness and cultural behave in a job that requires sales staff must constantly cultivate, train, nurture unceasingly

Material culture requires an extensive trading system, courteous and convenient modern showroom Apparel sales staff is also an important element in the material culture of the supermarket, making our internal management advantages, creating dignified behavior and enhance the sense of responsibility in public employee Through which customers find easy to respect and recognize the staff that I have been exposed

Culture is the overall spirit of the non-material value, not determined by the unit of measurement, not move well in space and also can not be determined so that sufficient quantity and quality Spiritual culture must first mention the brand value of the business units themselves Culture is the general behavior of the factors attitude and behavior of people in public life Culture of behavior that curb the human instinct makes people behave with each other between purely social, and moral civilization Staff must first behave with each other so that the true culture and behave with superiors and colleagues would feel harmony, made of glass on the bottom, to help each other in work and life

3.2.3 Technological factors

Many experts appreciate the role of technology During the period of international economic integration, the legal framework is clear, the barriers of discrimination between supermarkets together was no more, when the service of the