Safeway Cuoi Khoa

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Danh sch thnh vin: Trn Th Ngc Cm Nguyn Th Hng Nguyn Thu Tho 35k08.2 35k08.2 35k03.2
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A. TNG QUAN CNG TY .............................................................................................. 7 I. GII THIU TNG QUAN V CNG TY SAFEWAY ........................................... 7 1. Lch s hnh thnh .................................................................................................... 7 2. Qu trnh pht trin...9 II. PHN TCH VIN CNH, S MNH CNG TY ................................................ 11 1. Vin cnh ............................................................................................................. 11 1.1 T tng ct li ................................................................................................ 12 a. Gi tr ct li: ................................................................................................... 12 b. Mc ch ct li ............................................................................................... 13 1.2 Hnh dung tng lai........................................................................................... 13 2. S mnh ............................................................................................................... 13 2.1. M hnh kinh doanh ......................................................................................... 14 2.2. Cc gi tr cam kt ........................................................................................... 14 a. b. Khch hng l bn hu quan quan trng nht ca chng ti. ..................... 14 Nhn vin : .................................................................................................. 15
c. Cc c ng v nh u t: .............................................................................. 15 e. f. Chnh ph: ................................................................................................... 15 Cng ng v x hi:................................................................................... 15
2.3. Mc tiu ca safeway ....................................................................................... 16 Nhm: Safeway Trang 2
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B. PHN TCH MI TRNG BN NGOI.............................................................. 17 I. PHN TCH MI TRNG V M ........................ Error! Bookmark not defined. 1. Mi trng kinh t ............................................................................................... 17 a. b. Tng trng kinh t: .................................................................................... 17 Lm pht, li sut: ....................................................................................... 18
2. Phn tch mi trng vn ha x hi ................................................................... 18 3. Mi trng nhn khu hc..20 4. Mi trng cng ngh ............................................................................................ 21 5. Phn tch mi trng ton cu ............................................................................. 22 II. PHN TCH MI TRNG NGNH V CNH TRANH .................................. 23 1. c im bn l ...................................................................................................... 23 a. Khi nim ......................................................................................................... 23 b. M t ngnh ..................................................................................................... 23 2. Phn tch 5 m hnh lc lng cnh tranh .............................................................. 24 a, i th cnh tranh tim tng................24 b, Cnh tranh gia cc i th trong ngnh.25 c, Nng lc thng lng ca ngi mua .......................................................... 28 d, e, Nng lc thng lng ca nh cung cp .................................................... 29 Cc sn phm thay th................................................................................ 29
3. Phn tch ng thi ca i th v nhm chin lc .............................................. 30 a. ng thi ca i th : ................................................................................ 30
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GVHD: T.S NGUYN XUN LN Nhm chin lc : ....................................................................................... 31
c. Cc c tnh chin lc ang c trong ngnh .. Error! Bookmark not defined. d. M hnh nhm chin lc ................................ Error! Bookmark not defined. 4. Thay i cnh tranh trong chu k ngnh ................................................................ 34 5. Cc lc lng dn dt ngnh ............................................................................... 35 a. S thay i cng ngh ................................................................................. 36
b. Thay i v nhu cu v cch thc s dng sn phm ...................................... 36 c. Ton cu ha .................................................................................................... 37 6. Cc nhn t then cht cho thnh cng ngnh ......................................................... 37 a. nh hng theo khch hng .......................................................................... 37 b. Ci tin hiu qu chui cung ng .................................................................... 38 c. Nng lc thng lng vi cc nh cung ng: ................................................ 38 C. PHN TCH MI TRNG BN TRONG...39 I. CC KHI TO LI TH CNH TRANH39 1. Hiu qu..39 2. Cht lng ............................................................................................................ 39 3. Ci tin ................................................................................................................. 40 4. p ng khch hng ............................................................................................... 40 II. PHN TCH NGUN LC V CC KH NNG ............................................... 41 1. Ngun hu hnh ...................................................................................................... 41 a. Ngun lc ti chnh .......................................................................................... 41 b. Ngun vt cht ................................................................................................. 44 Nhm: Safeway Trang 4
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GVHD: T.S NGUYN XUN LN Ngun k thut ............................................................................................ 46
2. Ngun lc v hnh................................................................................................ 49 a. b. c. Nhn s ........................................................................................................ 49 Ngun danh ting ........................................................................................ 50 Cc ngun sng kin.................................................................................... 52
2. Kh nng tim tng ................................................................................................. 52 III. PHN TCH CHUI GI TR ............................................................................... 57 1. Cc hot ng chnh ............................................................................................... 57 2. Cc hot ng h tr ............................................................................................... 59 2.1 Hot ng R& D ............................................................................................. 59 2.2 Qun tr ngun nhn lc.................................................................................. 60 2.3 H thng thng tin........................................................................................... 62 2.4 Qun tr vt liu ................................................................................................ 63 D. PHN TCH CHIN LC ........................................................................................ 63 I. PHN TCH CHIN LC CP CNG TY .......................................................... 63 1, Chin lc tp trung kinh doanh lnh vc thc phm ........................................... 63 2. Chin lc hi nhp dc ca Safeway.................................................................... 70 3. Chin lc a dng ha .......................................................................................... 71 4. Chin lc t u t ............................................................................................... 72 II. CHIN LC TON CU ..................................................................................... 73 1. Bc tranh v th trng ........................................................................................ 74 2. Phn tch chin lc ton cu .............................................................................. 75 Nhm: Safeway Trang 5
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3. Cch thc thm nhp............................................................................................ 77 III. CHIN LC CHC NNG ............................................................................ 78
1. Chin lc thu mua hiu qu ............................................................................... 78 2. Chin lc sn xut p ng khch hng ............................................................ 79 3. Chin lc marketing p ng khch hng ......................................................... 80 4. Chin lc nhn s .............................................................................................. 81 IV. CHIN LC CP N V KINH DOANH ....................................................... 82 1. Cc c im th trng ....................................................................................... 83 a. b. Nhu cu khch hng : .................................................................................. 83 Nhm khch hng v s phn khc th trng............................................ 84
2. Chin lc kinh doanh ca Safeway..86 3. La chn chin lc u t.................................................................................. 88 V. THC THI CHIN LC90 VI. THNH TU T C TRONG QU TRNH THC THI CHIN LC . 95 1. V th trng ........................................................................................................... 95 2. V ti chnh ............................................................................................................. 96
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A. TNG QUAN CNG TY

I. GII THIU TNG QUAN V CNG TY SAFEWAY 1. Lch s hnh thnh Trc khi cp n Safeway, chng ta bt u t hai ci tn l Sam Seelig v Skaggs. - Cng ty Sam Seelig c thnh lp vo thng 4 nm 1912 bi Sam Seelig, ngi n California t Arizona vo nm 1911. Sam Seelig m mt ca hng tp ha Los Angeles ti gc ph ca ng Pico v Figueroa. Chui pht trin n 71 ca hng vo nm 1922. Sau chin tranh th gii th I , cng ty mc n rt ln t nh kinh doanh tp ha chnh ca n, mt cng ty thuc quyn s hu ca W.R.H.Weldon. Trong mt cuc trao i chng khon n, Weldon chim quyn kim sot ca chui, v li vic ph trch hot ng bn l cho Seelig. Sau Sam Seelig ri cng ty vo nm 1924 tham gia kinh doanh bt ng sn, hnh thnh cng ty bt ng sn Sam Seelig. - Nh l mt kt qu ca s khi u cng ty Sam Seelig, cng ty t chc mt cuc thi vo nm 1925 pht trin mt ci tn mi, v kt qu ca n l Safeway. Khu hiu ban u l Mt li khuyn v mt li mi cho n iu khin Safeway v Mua Safeway . n nm 1922, cng ty Safeway c c 322 ca hng trung tm min Nam California. - Ca hng Skaggs khi u vo nm 1915, khi Marion Barton Skaggs mua li mt ca hng tp ha t cha mnh American Falls, Idaho, vi tr gi 1089 $. Chui hot ng nh 2 doanh nghip ring bit, ca hng Skaggs Cash v Skaggs United. Chui pht trin mt cch nhanh chng, v Skaggs c s gip ca nm anh em ca mnh pht trin mng li cc ca hng. Chui t 191 ca hng vo nm 1920. - Charlie Marrill nhn ra tim nng cng c ngnh cng nghip tp ha West Coast. Ngy 1/7/1926, Safeway st nhp vi 673 ca hng t cng ty Skaggs United
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ca Idaho v cng ty Skaggs Cash ca California. Sau khi hon thnh vic st nhp Skaggs v Safeway, M.B.Skaggs tr thnh Gim c iu hnh ca doanh nghip. - Vic st nhp ngay lp tc to ra chui cc ca hng tp ha ln nht pha Ty Mississippi. Charles E. Merrill sau ri khi Merrill Lynch h tr cho vic qun l cng ty Safeway trong nhng nm 1930. Ti thi im st nhp, cng ty c tr s ti Reno, Nevada. Nhng vo nm 1929, Safeway di chuyn a im tr s chnh vo mt kho hng tp ha c Oakland, California. Tr s chnh ca Safeway di chuyn vo Ta nh Creamery Mutual Emil Hegstrom East 14th Street v ti cho n khi chuyn n Pleasanton. - M t khi qut Safeway l chui siu th ln th hai ti Bc M sau The Kroger. n thng 12 nm 2010, chui c 1694 ca hng trn khp min Ty v min Trung Hoa K v min Ty Canada. N cng hot ng mt s ca hng khu vc gia i Ty Dng ca vng ven bin ng. Tr s chnh ca cng ty c t ti Pleasanton, California. Safeway l mt trong nhng nh bn l hng u M vi s phong ph a dng cc sn phm nh : bnh ko, sa, c sn, thc phm ng lnh, nhin liu, tp ha, x s, dc phm,... + Website ca cng ty : safeway.com + Cc thng hiu ca SAFEWAY
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Nm 1926 Safeway c thnh lp trn c s sp nhp ca hng Skaggs v cng ty Sam Seelig v t tr s ti Reno, Nevada. Vi 322 ca hng trung tm min Nam California ca Sam Seelig v 673 ca hng trung tm trong khu vc Ty Bc Thi Bnh Dng ca ca hng Skaggs. Nm 1929 Cng ty m rng sang Canada, S lng cc ca hng t nh im 3.400 vo nm 1932, rt nhiu ca hng tp ha nh bt u c thay th bng cc siu th ln hn v iu ny dn n nm 1933, tr thnh chui ng th hai trong ngnh cng nghip tp ha pha sau cng ty The Great Atlantic & Pacific Tea v ng trc Kroger. Nm 1951, Cng ty thng qua logo mi hnh ch S. y l logo m SAFEWAY s dng t n nay, to nn nt c trng ring mang n nhng thnh cng ln cho cng ty. Nm 1955, Robert A. Magowan tr thnh Ch tch ca Hi ng qun tr ca Safeway, to ra nhng bc ngot mi mang n s thnh cng trong chin lc kinh doanh ca SAFEWAY sau ny c th nh sau: Nm 1959, Safeway m ca hng u tin ca n ti bang Alaska , l nh bn l thc phm ln u tin thm nhp vo th trng Alaska. Cng ty m ba ca hng Anchorage v mt Fairbanks trong vi nm sau . Cng vo nm 1959, cng ty m ca hng u tin theo phong cch Marina San Francisco. Rt nhiu ca hng c xy dng theo phong cch ny trong thp nin tip theo. Nm 1962, Safeway m rng chin dch kinh doanh ra nc ngoi ca mnh khi cng ty mua mt chui 11 ca hng Anh. Nm 1963, Safeway vt qua Thi Bnh Dng m ca hng ti c thng qua vic mua ba siu th Pratt trong khu vc Melbourne v Hawaii, v tng cng s hin din ca n Alaska. Nm 1964, Safeway chuyn sang Ty c - vi vic mua li ca mt s ca hng ca Big Bear Basar v m siu th "quc t" u tin. Cng ty cng hot ng -rp X-t trong quan h i tc vi Tp on Tamimi trong nhng nm 1970 v Kuwait trong nhng nm 1970 v 1980.
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Nm 1969, Safeway thm nhp vo th trng Toronto ti Canada v Houston ti Nm 1971 cng ty bn cc ca hng thuc di thng hiu S ca mnh.
Texas bng cch m mt h thng cc ca hng mi, ch khng phi bng cch mua li.
Safeway tin hnh nhiu cuc sp nhp, mua li ; iu ny gip m rng qui m mng li ca hng Safeway ko theo s tng trng kinh doanh. ng thi Safeway cng tin hnh bn i nhng ca hng hot ng km hiu qu, thu hi vn u t vo nhng hot ng kinh doanh khc. in hnh nh : Nm 1981, Safeway t tha thun mua li mt chui cc ca hng c. Cng ty lin doanh vi Casa Ley, S.A de C.V; sau , Safeway m rng thm chui 13 ca hng min ty Mexico. Nm 1987, Safeway bn cc ca hng Barn - nh bn l ru Wine Majestic Ltd kho hng, 59 ca hng tp ha Texas v New Mexico, v phn chia ton b Oklahoma v cc b phn Houston vo nm 1988. Vo cui nm 1987, Safeway mua li tng thc phm ca Woodward, hot ng trong cc tnh ca Canada pha ty ca British Columbia v Alberta. Vo cui nhng nm 1990, Safeway bt u xy dng li Safeway mnh m khi c c chui khu vc, bao gm c th trng thc phm ca Randall Texas, Carrs Alaska, v Dominick Illinois. Nm 1993 Safeway tuyn b cam kt mi ca mnh l c gi lng thc thp nht. Mt chin dch marketing mi c tin hnh nhng khng em li nhiu thnh cng cho Safeway. Cam kt mi ca Safeway vi gi thp hn khi li mt cuc chin gi c gia cc ca hng tp ha, tng s hi lng ca ngi tiu dng nhng ch ko di trong vi tun; sau Safeway ly li danh ting ca mnh l gi cao. Cng trong thi gian ny, nhn vin Edmonton ca Safeway bt ha vi ngi lao ng ti y; dn n hu qu cng ty b e da ng cc ca hng ca n nu khng th a ra mt tha thun vi cng on. Cui cng cng nhn ca Safeway t b cng vic v cuc nh cng ko di khin nhiu khch hng ca Safeway i mua sm ni khc. iu ny lm doanh s ca Safeway trong thi k ny b gim xung, mt lng tin khch hng. Nhng ngay sao Safeway thc hin nhiu ci tin mi. M rng cc mt hng, xy dng nhiu ca hng khu ph, thc hin chng trnh th Safeway Club dnh cho khch
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hng trung thnh, pht phiu gim gi gy dng li hnh nh ca mnh, tng nim tin ca khch hng. Trong nm 1997, Safeway ginh c quyn kim sot chui ca hng Vons min Nam California. Nm 2001, Safeway mua li cng ty gia nh ca Genuardi c a im Pennsylvania, New Jersey v Delaware. Tuy nhin, Safeway gp phi mt s kh khn khi t l n tng, nh cng xy ra iu ny buc Seway phi bn mt s ca hng mt s ca hng hot ng khng c hiu qu: Bn ca hng ru Ty c nm 1985 Nm 1985, Woolworth mua li Safeway v s dng n nh tn thng mi, thng hiu cho cc siu th Woolworths Victoria. Trong thng 10 nm 2003, mt cuc nh cng ca cc cng nhn thng mi v thc phm ti cc ca hng Vons min Nam California. Cuc nh cng ko di cho n cui thng 2 nm 2004. iu ny nh hng n khng ch doanh s m cn nh hng n danh ting ca Safeway. Trong thng 11 nm 2006, t bo Chicago Sun-Times cho rng Tng cng ty Sears Holdings c th mua li Safeway. Nhng cho n nay,Safeway vn ng vng v pht trin, tr thnh Top 75 nh bn l ln nht Bc M-nm 2011. II. PHN TCH VIN CNH, S MNH CNG TY Vin cnh Safeway's mission statement: Safeway will be the premier retailer in the grocery sector with an unrivaled reputation for pursuing growth through leadership in environmental socially responsible and ethical business practices. Known for balancing customer choice with the rapidly developing needs of our community and planet, 1. Safeway is fully engaged in making a measurable difference in this important sustainability journey - and is recognized for our willingness to adapt the business appropriately Tm dch: Safeway s tr thnh nh bn l hng u trong lnh vc tp ha cng mt thng hiu danh ting trn thng trng vi s tng trng v s lng khch hng; khng nhng th, n cn dn u trong cc hot ng thn thin vi mi trng x hi v o c kinh doanh. L thng hiu trong lng ngi tiu dng vi s tng nhanh chng Nhm: Safeway Trang 11
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v cc nhu cu v trch nhim cho cng ng, hnh tinh ca chng ta. Safeway bn lnh tr thnh mt thng hiu khc bit trong hnh trnh s mnh kinh doanh bn vng- n c cng nhn l mt ch th lun sn sng thch ng vi mi mi trng kinh doanh. 1.1 T tng ct li a. Gi tr ct li: Lun thc hin ng trch nhim x hi Ch tch ca SAFEWAY pht biu rng: Trch nhim x hi ca doanh nghip l ct li ca tt c mi th chng ti lm, l ct li iu hnh trit l ca Safeway trong gi tr ca chng ti, hnh ng ca chng ti, cc sn phm ca chng ti v con ngi ca chng ti. SAFEWAY v ang lm vic chm ch chng minh cam kt ny trong cc quyt nh m SAFEWAY thc hin mi ngy. L mt trong nhng nh lnh o trong ngnh cng nghip ti ch, SAFEWAY ng h xu th ton cu khng cht thi, hng ti xy dng mt hnh tinh xanh. T nm 1985, SAFEWAY quyn gp c hn $ 100 triu mang li li ch cho Easter Seals v cc t chc h tr ngi khuyt tt khc. T nm 2001 SAFEWAY gy qu c gn $ 160 triu dnh cho nghin cu ung th v v tuyn tin lit, v tip tc l mt trong nhng ngi ng gp ln nht cho cc kho thc phm v cc c quan cu tr trong khu vc m SAFEWAY hot ng. Lun to ra mi trng lm vic tuyt vi Nhn vin l ti sn ln nht ca SAFEWAY, chnh l mt trong nhng yu t to nn thnh cng cho SAFEWAY nh ngy hm nay. Nhn vin ca chng ti ni vi chng ti nhng g l quan trng i vi h - c i x tn trng, c mt ngi qun l sn lng gip h, c mt cng vic th v v mt c hi thng tin. Gip t c nhng g l quan trng i vi i ng nhn vin ca chng ti s gip chng ti em li nhiu li ch cho khch hng ca chng ti. Trong sut qu trnh hnh thnh v pht trin, cng ty lun xem cng tc o to ngun nhn lc nh l mt trong nhng hot ng quan trng nht, tng cng k nng v kin thc cho nhn vin, cung cp cho h nhiu c hi pht trin, th hin ti nng c nhn ca chnh bn thn mnh, to mi trng lm vic nng ng, trn y sinh lc v Nhm: Safeway Trang 12
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th v, ng thi SAFEWAY rt quan tm n sc khe ca nhn vin v mt cng ty khe mnh bt u vi cc nhn vin khe mnh. Chng trnh Live Life, Live Long, Live Well ca SAFEWAY gip nhn vin ca chng h v gia nh ca h qun l tt nht tt c cc kha cnh ca sc khe. Safeway h tr c hi vic lm bnh ng trong tuyn dng, pht trin v thng tin cho tt c nhng ngi c trnh m khng quan tm n chng tc, mu da, tngio, tui tc, gii tnh, ngun gc quc gia hay bt c cc trng thi khc c bo v theo quy nh ca php lut. SAFEWAY bit rng, mt i ng nhn vin thn thin, ci m, thnh tho, nhit tnh, c chuyn mn cao, thu hiu tm l khch hng l cha kha gip cho cng ty tn ti v pht trin bn vng trong ngnh bn l. Lun quan tm khng ngng n nhu cu ngi tiu dng SAFEWAY lun c gng p ng mi nhu cu khch hng vi sn phm cht lng, gi c phi chng, ngon lnh, thun tin. Cung cp cho khch hng nhiu s la chn, p h thng tiu chun nghim ngt m bo an ton cho nhng sn phm c bn to dng lng trung thnh ca khch hng. V khng ch khin chnh h tha mn m cn p ng s hi lng cho c gia nh v cuc sng ca h. Khin h cm nhn c s chm sc c bit t ca hng, h c i x thn thin v cng bng. b. Mc ch ct li L mt trong nhng nh bn l p ng y nhu cu vi s tng trng dn s mnh m, sn phm cht lng, gia tng s trung thnh ca khch hng thng qua ti nng v nim am m ca nhn vin ng thi bo v nhng ngun ti nguyn qu gi ca tri t. 1.2 Hnh dung tng lai Tr thnh nh bn l hng u trn th gii, m rng mng li ca hng trn ton cu v cung cp sn phm v dch v c cht lng tt nht. 2. S mnh
Safeway's mission statement is: "Our goal is to be the first choice for those customers who have the opportunity to shop locally in a Safeway store." Tm dch: Mc tiu ca chng ti l tr thnh s la chn u tin ca tt c khch hng khi h i mua sm ti cc quy hng a phng ca Safeway. Nhm: Safeway Trang 13
QTCL_02 2.1. M hnh kinh doanh
Safeway cung cp a chng loi sn phm nh thc phm, dc phm, hng tp ha hng ti mi i tng khch hng mi tui. Cung cp cho khch hng ca h nhiu s la chn, t sn phm hu c n tht v gia cm 100% t nhin , hi sn c s kim tra cht ch, v ngun cung cp lm sch tri t. Cung cp cht lng cuc sng cho hng t ngi trn hnh tinh, to dng cho khch hng s tha mn khi s dng sn phm v dch v. Trit l gi tr n gin ca cng ty: Chm sc khch hng v nhn vin ca chng ti v chia s s thnh cng m h em li cho cng ty. Safeway mang n phong cch phc v tt nht, p ng khch hng mt cch tt nht, s hi lng cao nht. 2.2. Cc gi tr cam kt a. Khch hng l bn hu quan quan trng nht ca chng ti.
- Khch hng ca chng ti l ai? Khch hng ca chng ti l ngi tiu dng: c nhn, h gia nh, t chc. - Khch hng mun iu g chng ti? Khch hng mong mun sn phm tt, cht lng, mc gi ph hp v p ng dch v khch hng mt cch tt nht. Mc tiu: Khch hng l nh hng phn u chnh cho mi n lc hng n ca cng ty. Do , mc tiu lun thi thc chng ti khng ngng n lc l: S tha mn ca khch hng.
- Tip tc tng s nhn thc v thng hiu v xy dng lng trung thnh ca khch hng Cam kt ca Safeway i vi khch hng: + Cam kt lun c x lch thip vi khch hng v gii quyt tt c cc vn khc mc ca khch hng trong mi trng hp. Cc hnh ng xm phm n quyn li v phn bit quc tch ca khch hng u b nghim cm.
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+ Cam kt m bo cht lng sn phm, thng xuyn c nhng sn phm mi cht lng, m cc knh truyn thng mi (chng hn nh thng qua mng x hi Facebook, You Tube, Bloger,), v cung cp cho khch hng nhiu gi tr hn. + Cam kt cung cp nhng sn phm, dch v n c vi nhiu ngi mt cch nhanh chng v a dng theo s la chn ca khch hng. + Cam kt cung cp cc dch v chuyn nghip tt nht c th cho khch hng v cc i tc. Chng ti c trch nhim vi khch hng, c ng v nhn vin ca chng ti, bng cch tn vinh cam kt ca chng ti v cung cp mi th tt nht cho h. b. Nhn vin : Mi ngi u c c hi lm vic Safeway, khng phn bit chng tc, mu da, khim khuyt c nhn. Cng ty cn cung cp cho cc nhn vin c hi thng tin trong ngh nghip. To mi trng lm vic nng ng, tch cc xy dng da trn s tn trng ln nhau v tnh chuyn nghip, kt hp vi cc chnh sch o to v h tr nhn vin. c hng mc lng cnh tranh v nhng li ch tuyt vi : ch bo him, y t, k hoch ngh hu, ch ngh php, ngh bnh. Cam kt ca SAFEWAY l to ra mt ni tuyt vi nhn vin th hin ti nng ca mnh, ni nhn vin ly cm hng tt nht lm vic nh SAFEWAY c mt qu kh thnh cng v mt tng lai vng chc. c. Cc c ng v nh u t: Safeway cam kt s em li t sut sinh li tt nht cho cc c ng v nh u t. d. Cc i tc kinh doanh: Trong mi quan h ca mnh vi cc i tc kinh doanh, cng ty cam kt rng h s c thi tch cc, chn thnh, khim nhng, ng thi c quyt tm cao c th t c thnh cng. Vi nhng nh cung cp u vo, cng ty to ra li ch v s tha mn cho c hai bn. Cng ty s gn b lu di vi nhng nh cung cp u vo cht lng cao, gi c ph hp, cho h nhiu li ch. Chnh ph: L cng ty ton cu nn cng ty chng ti lun cam kt v cht lng ca sn phm, m bo tun th cc nguyn tc v php ch. f. Cng ng v x hi: e.
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Chng ti l hng xm ca bn v ca hng khu ph ca bn. Safeway gip cng ng pht trin v h tr ti chnh, tham gia cc hot ng gy qu t thin gip cng ng. Cam kt ca cng ty i vi cng ng: + Cam kt h tr cng ng m chng ti phc v. Nhng n lc gy qu ca chng ti tp trung vo cu tr nn i, gio dc, y t, dch v chm sc sc khe con ngi c bit l ngi khuyt tt. Chng ti khuyn khch khch hng khi n vi cc ca hng ca chng ti s cng chung tay ng gp xy dng cho cc trng hc a phng, cc t chc y t cng ng. Trong nhiu thp k chng ti ti tr chng trnh gy qu h tr Hip hi bnh teo c, Easter Seals, nghin cu v ung th v v ung th tuyn tin lit. Chng ti t ho rng hn $ 22 triu c tng cho gio dc thanh nin trong nm 2007 thng qua chng trnh eScrip ca chng ti. + Cam kt cng xy dng mt mi trng tt hn, gim thiu cc tc ng lm nh hng n cng ng. "Safeway cam kt thc hin ng vi trch nhim x hi v ng gp cho cng ng m chng ti phc v - chng ti gi l Tri tim ca Safeway. Khng ch ti t ho lm vic cho Safeway, ti cng c c hi tuyt vi pht trin chuyn nghip. " (Christy Consler-ph TG). 2.3. Mc tiu ca safeway Safeway hng n mc tiu hnh ng v mi trng khi cng ty xy dng thit k h thng ca hng s dng cc ngun nng lng sch nh nng lng mt tri, gi nhm gim thiu cc tc ng xu n mi trng. Ngoi ra, pht biu ti cuc hp thng nin nm 2000 ng Criado Perez ni vi cc c ng "chin lc mi ca chng ti l thay i Safeway thu ht nhiu khch hng hn, thc y bn hng nhiu hn v gi y mang li li nhun nhiu hn". ng ni thm: "Tham vng ca chng ti trong vi nm ti l khi phc tng trng doanh s bn hng mnh m nhm em li li nhun ca Safeway t mc nh lch s . Sau pht biu ny, mc tiu tng cng m rng v pht trin cc chui ca hng ti nhiu quc gia trn th gii ca SAFEWAY c thc hin. Bn cnh , Safeway cn to ra hng v tuyt vi, ngon v ngt ngo cho tt c cc sn phm. Lun m bo an ton v cht lng sn phm di thng hiu ca mnh nu khng hi lng cng ty Nhm: Safeway Trang 16
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hon tr li tin cho khch hng. Bn cnh , sn phm ca Safeway thng c gi thp hn 10-50%. V vy, vi hn 3.000 sn phm trong cc ca hng, bn s tm thy n d dng vi gi r nht cho khch hng. V th, Safeway ang vn ln tr thnh nh bn l hng u th gii.
B. PHN TCH MI TRNG BN NGOI

I. PHN TCH MI TRNG V M 1. Mi trng kinh t M l nc c nn kinh t quy m ln nht th gii. y l mt nn kinh t hn hp, l ni hp dn cc cng ty, tp on ln v cc cng ty t nhn u t kinh doanh. Kinh t M duy tr nng sut lao ng cao, GDP bnh qun u ngi cao, khong 44.000 USD, mc d cha phi cao nht th gii. L nc l mc kinh t tng trng va phi, t l tht nghip thp, trnh khoa hc k thut, cng ngh, kh nng nghin cu v u t vn cao. c bit, dch v chim 67,8 % GDP ca M trong nm 2006. iu ny to ra mt li th khng nh cho cng ty bn l nh Safeway. a. Tng trng kinh t: Nc M xp th nht v sn lng kinh t, hay cn gi l tng sn phm quc ni ( GDP), t 13,13 nghn t USD vo nm 2006, chim 20-30% tng GDP ca ton th gii. Cng vo nm ny, ring GDP ca mt bang bang California - t 1,5 nghn t, vt qu GDP ca tt c cc nc ch tr 8 nc. M tr s chnh ca Safeway cng Pleasanton, California, nn y cng chnh l mt s thun li ln cho hot ng bn l ca Safeway. Theo con s thng k nm 2010, GDP ca nc ny ng nht th gii vi 14.660 t USD, t l tng l 2,9 %. Mc du M vt qua c tnh trng suy thoi kinh t t 2007-2009, nhng ch khng lu sau nc ny li ri vo tnh trng suy thoi ln na vo nm 2011 vi mc tng trng ch t 0,4-1,3%. iu ny cng gy rt nhiu kh khn cho cng ty Safeway khi c mt s gim mnh thu nhp i vi vic chi tiu ca khch hng. ng trc tnh th trn, Safeway c mt bc i chin lc bng cch tp trung pht trin nhn hiu ring thay v tp trung pht trin thng hiu quc gia. Mt trong cc nhn hiu ring ni bt chnh l sn phm thc phm v ung hu c O Nhm: Safeway Trang 17
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Organics v pht trin cc sn phm c ngun gc t nhin, gi c phi chng. Vic m rng nhn hiu ring ca Safeway mang li mt tng trng trong doanh s bn hng m khng cn phi u t nhiu vo c s h tng, v s m rng trong nc vo giai on ny l cc k ri ro. b. Lm pht, li sut:
Theo bo co, t l lm pht ca M l 1,1% vo nm 2010. Nhng sau mt nm con s ln ti 5,0% vo nm 2011. Tnh hnh cho thy c mt s tng mnh v t l lm pht M. Trong nm 2011, ch s gi tiu dng (CPI) tng 2,1%, tuy nhin trong khi lng ca nhiu ngi tng rt thp hn so vi lm pht. Nh vy hin nay d lm pht mc cha cao nhng tc ng rt ln n ngi tiu dng. Thu nhp sau khi iu chnh lm pht ca ngi tiu dng M gim xung 49.777USD/ngi/nm vo nm 2009, thp hn 0,8% so vi nm 2008. Theo nh gi ca cc chuyn gia vo nm 2011, ngi M ang kh trong vng 30 nm tr li y. T nm 2008 cho n nay, li sut ca M vn gi mc thp k lc 0-0,25%. Li sut c duy tr mc thp nh vy l do t l tht nghip vn cn cao v p lc lm pht thp. ng trc bi cnh nh vy, ngi tiu dng s c xu hng tm n nhng sn phm gim gi hoc c mc gi thp. Safeway ct gim chi ph tng li nhun. Do thu nhp ca ngi dn cha c ci thin, tnh hnh tiu dng khng kh quan nn nm 2010, Safeway tp trung vo thc hin chin lc gim gi hng ngy trn hng ngn sn phm . iu ny em li nhng phn ng tch cc t khch hng. Safeway d kin gi mt s mt hng s ci thin trong khi tip tc cung cp m hnh phng php tip cn gi thp hng ngy nhm gi chn khch hng trung thnh trong thi k kh khn. 2. Phn tch mi trng vn ha x hi
Hoa K l mt quc gia a vn ha, l ni sinh sng ca nhiu nhm a dng chng tc, truyn thng v gi tr. Vi s a chng tc, a vn ha trong kt cu dn s c bit l vn ha n ung khc nhau, Safeway phi lun cung cp c cc sn phm thc phm p ng c s a dng ny. Safeway c hng ngn chng loi sn phm thc phm trn cc gian hng ti cc ca hng ca mnh. m bo c cht lng v s a dng sn phm. Ngoi ra, hng tun Safeway u a ra nhng cng thc ch bin mn n Nhm: Safeway Trang 18
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mi n vi khch hng, km theo phn tch y cc hm lng dinh dng. Cc mn n ny u c sng to ra da trn vn ha n ung v nu nng ca ring mi chng tc ngi ti Hoa K. thc x hi ngy cng cao v vn sc khe v vy quan tm ti mi trng l vn c t ln hng u. Ngi tiu dng M lun i hi v quan tm n nhng cng ty hot ng c nhng ng gp v li ch cng ng , v mi trng m sn phm cng nh iu kin lao ng ca cng ty mang li. Ngi tiu dng sn sng b tin hn khi bit c sn phm mnh mua an ton v thn thin vi mi trng . V nhn thc c iu ny: => Safeway cung cp cho khch hng nhiu s la chn, sn phm hu c t nhin v phng thc hot ng thn thin vi mi trng. Cng ty p dng h thng v tiu chun nghim ngt gip m bo cht lng v an ton ca tt c mi sn phm. Thc hin vi tt c cc lut v quy nh mi trng. Gim thiu lng ph v gim cc ngun nhim ti cc ca hng ca chng ti, vn phng cng ty, v cc c s sn xut v phn phi. Gim thiu lng ph trong ti: Safeway s dng ti ti s dng, ti ng tri cy s dng nhiu. Trong nm 2010, Safeway t chc nghin cu nhm ci tin tng hiu qu v gim lng kh thi carbon: Bng cch s dng xe ti chuyn ch hiu qu hn, gip gim 1/3 lng carbon dioxide. Gim s dng in ti cc trung tm phn phi, gim tiu th in nng trong chiu sng, in lnh v cc h thng khc. Safeway l mt trong nhng nh lnh o trong ngnh cng nghip ti ch, ti ch 90% ph phm ca S-Thc phm gim lng cht thi ra mi trng bn ngoi. Safeway ng h xu th ton cu khng cht thi, hng ti xy dng mt hnh tinh xanh v tham gia cc hot ng chng bin i kh hu khc . Hon thnh 19 ca hng nng lng mt tri nm 2010, cc trung tm mua sm xanh tit kim nng lng s dng cng ngh n LED, nng lng gi, nhin liu t chy sch bng kh sinh hc. Nm 2009 Safeway gim pht thi kh gy hiu ng nh knh gim 9,7% so vi nm 2000
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Safeway xp hng th tm trong s 20 nh bn l hng u ti M trong C quan Bo v Mi trng M (EPA) 3. Mi trng nhn khu hc T l tng trng dn s gim. T l tng dn s ca M ang gim chm li. T l sinh gim n xp x 2,1 tr em trn mt cp v chng. Phn ln s tng trng dn s c mong i s n t s nhp c. Ngy 17 thng 10 nm 2006, dn s Hoa K c c tnh l khong 300.000.000 ngi theo Cc iu tra Dn s Hoa K. S gia tng dn s ca ngi ni ting Ty Ban Nha l mt chiu hng nhn khu chnh. Ngi ni ting Ty Ban Nha chim gn nh phn na con s gia tng dn s quc gia 2,9 triu t thng 7 nm 2005 n thng 7 nm 2006. c tnh theo chiu hng hin ti th vo nm 2050, ngi da trng gc khng ni ting Ty Ban Nha s l 50,1 phn trm dn s, so vi 69,4 phn trm nm 2000. C cu tui (nm 2007) - T 0-14 tui: 20,2% - T 15-65 tui: 67,2% - T 65 tui tr ln: 12,6% Hoa K c t l gia tng dn s t nhin thp, t l dn c trong tui lao ng cao.Vi kt cu dn s tr, cng vi t l dn nhp c cao. Hoa K lun lun c ngun lao ng rt di do. y lun l iu kin thun li cho cc cng ty ti Hoa K v Safeway khng phi l ngoi l. Ngoi ra, vi t l dn s tr cao, Safeway nhm n cung cc sn phm cng ngh nhiu hn nhm p ng nhu cu ca nhm khch hng ny. S thay i trong thnh phn cc chng tc ti Hoa K buc Safeway phi thc hin nhng thay i trong sn phm. l vic cung cp nhiu sn phm thc phm c trng ca ngi M Latinh. Ngoi ra vi vic gia tng dn s ni ting Ty Ban Nha. Safeway thc hin mt s thay i trong cc chng trnh qung co v khuyn mi nh s dng ngn ng Ty Ban Nha trong mt s on qung co. Safeway phi tuyn thm nhn vin bit ni ting Ty Ban Nha nhm phc v tt nhm khch hng ang tng trng nhanh ny. Nhm: Safeway Trang 20
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Khong 83% dn s sng trong 361 vng th. Hoa K c 50 vng th c dn s trn 1 triu dn. Trong s 50 vng th pht trin nhanh nht, 23 vng th nm min Ty v 25 vng th min Nam. Safeway tp trung ch yu vo th trng cc vng th pha Ty Hoa K. Safeway c tng cng 1.501 ca hng ti Hoa K, hn 80% trong s nm cc tiu bang v cc tnh min Ty. S lng cc ca hng ca Safeway tp trung nhiu nht l California , vi 557 ca hng (bao gm 285 ca hng mang thng hiu Vons ), tip theo l Washington vi 204 ca hng v Colorado. S gia tng nhm ngi tiu dng tr, tui t 26-28. y l nhm ngi tiu dng ln nht ca nc M, chim xp x 30% dn s vi khong 74 triu ngi. Nhm ny c xu hng thn thin vi mi trng v mang trong h nhng gi tr m cm kch i vi t nc, gia nh v mi trng. Chnh v vy m Safeway cung cp nhng sn phm thn thin vi mi trng, quy trnh kim tra cht lng nhng sn phm bn ra c tin hnh mt cch cht ch. 4. Mi trng cng ngh M l mt trong nhng nc dn u th gii trong vic sng to v ci tin khoa hc cng ngh cng nh trong vic truyn ti thng tin khoa hc v lm cho khoa hc tr nn gn gi trong cuc sng thng ngy. u t ca Chnh ph M cho hot ng nghin cu v pht trin (R&D) tng ng k trong thp k qua. Vic p dng khoa hc cng ngh vo kinh doanh c thc hin mt cch nhanh chng v trit nhm sn xut nhanh hn v tip th em li nhiu hu ch bi v n lm cho cng vic ca nhn vin qun l d dng hn v khng b li. S ra i ca cng ngh RFID ( radio Frequency Indentificatin) l mt thun li ln cho ngnh bn l hin i. N cho php to ra mt con chp lu tr cc thng tin v sn phm nh thi gian lu tr, ngy bn, gi v thm ch l c nhit sn phm. To iu kin thun li trong vic kim tra kho, thng k s lng cc hng kinh doanh. Trc s thay i vt bc ca cng ngh, Safeway nhanh chng n u cng ngh khi p dng cng ngh RFID. Ngoi ra, cc ca hng ca Safeway s dng cng ngh gi mua hng thng minh. Gip ln theo du vt ca khch hng khi h bc chn vo ca hng v to ra nhng mu qung co c nhn trong khi h ang mua sm. H thng website ca cng ty cho php lu tr v kt hp d liu v thi quen chi tiu ca ngi mua sm. Xe y mua sm nhng ca hng c trang b mt mn hnh cm Nhm: Safeway Trang 21
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ng v my qut, gip khch hng tm ra cc gian sn phm. Safeway s dng th trung thnh (Safeway Club Card) theo di ca tt c mi sn phm c mua gim gi ca ch s hu. Khi khch hng i do trn cc li i ca cc ca hng, mn hnh c th t ng nhp nhy chng trnh khuyn mi cho khch hng da trn lch s mua hng ca h. V d, nu mt ngi mua sm i qua cc k cht ty ra m khng c nh gh vo, cc gi hng c th s nhp nhy ln mt phiu gim gi cho nhn hiu u thch ca khch hng nu h mua sn phm ny. 5. Phn tch mi trng ton cu Trong bi cnh kinh t hin nay qu trnh ton cu ha kinh doanh din ra mnh m. Ton cu ha l mt trong nhng ch c bn tho si ni nht v kinh t quc t trong nhng nm qua. Hin nay khng hong kinh t ton cu cho thy s suy gim kinh t ti M, Lin minh chu u (EU), Nht Bn trong nm 2009 c th ko li qu trnh pht trin. Nhu cu tiu dng ti cc th trng ln cha phc hi, tn dng thng mi gim mnh. Tuy nhin, theo d bo ca Qu Tin t quc t (IMF), thng mi ton cu s hi phc vo gia nm 2010 khi t mc tng trng 3,2% do sc cu ca nhiu nn kinh t ln s tng tr li, nhiu t chc quc t d bo rng kinh t th gii s thot khi khng hong trong 1- 2 nm ti. Trc tnh hnh , Safeway ch trng pht trin lin m rng mng li ca hng cc th trng t bin ng v chu nh hng bi cc bin ng ca khng hong kinh t ton cu ha nh th trng Canada, Australianhm a cng ty vt qua kh khn. Ci thin mi trng l vn ng c ch trn khp mi ni trn th gii m khng phi cng ty no cng hot ng kinh doanh cng quan tm n vn ny. Vn nhim v bin i mi trng ngy cng gia tng phc tp. Safeway c nhng ng thi, d n rt tch cc cn bng gia hot ng kinh doanh v bo v mi trng. Trong nm 2006, C quan Bo v Mi trng (EPA) cng vi Safeway phn u gim lng carbon thi ra trong khng kh v ci thin cht lng cuc sng. Mc ch l gim lng kh gy hiu ng nh knh (GHG) 6% California v ti a ha gim s dng nhin liu ha thch. Safeway tr thnh cng ty duy nht tham gia S giao dch kh hu Chicago. Safeway thc hin chnh sch ti s dng Ti Xch. L mt trong nhng ca hng thc phm ln u tin cung cp cc ti ti s Nhm: Safeway Trang 22
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dng trn mt quy m ln, Safeway tip tc dn u cam kt gim s dng ti nha. Mc tiu Safeway l gim s dng ti nha 50% trong nm nm ti. Safeway chuyn i nhin liu ca i xe vn ti ca mnh t vic s dng du Diesel sang du Diesel sinh hc B-20 ( mt loi nhin liu thn thin vi mi trng ). Mc ch l ci thin hiu sut nhin liu nhng cng khng nh hng n mi trng. Cho n nay, cc n lc ca cng ty tit kim c gn 6,8 triu gallon nhin liu diesel v ngn chn 75.000 tn kh thi CO2 mi nm. Hn na, Safeway tit kim c hn $ 19 triu chi ph nhin liu trong nm 2007 vi s thay i ca mnh cho i tu nng lng hiu qu. Hn na, Safeway h tr nng lng gi b p nng lng c s dng bi cc trm nhin liu v vn phng cng ty. K hoch ca Safeway c 23 ca hng nng lng mt tri theo nh hng rng s loi b 26 triu bng CO2 t khng kh mi nm tng ng vi hn 1.000 chic t chy trn ng mi nm. - Vn an ton thc phm v cht lng sn phm ang c th gii coi trng: Vn an ton thc phm ang ging ln hi chung cnh bo v vic bo v ngi tiu dng khi him ha t vic s dng thc phm khng an ton. Hn lc no ht, cng ng quc t v chnh ph mi quc gia cn phi quan tm nhiu hn na n vn kim tra, gim st cht ch cc loi thc phm, m bo sc khe cho ngi dn ton cu. Safeway cng p dng nhng chnh sch nghim ngt i vi cc sn phm, m bo thc phm lun ti sng, cc mt hng c ngun gc xut x r rng. Cc sn phm hu c, ngun gc t nhin tt cho sc khe con ngi. II. PHN TCH MI TRNG NGNH V CNH TRANH 1. c im bn l a. Khi nim Bn l l mua hng ho, sn phm vi s lng ln t cc nh sn xut thng qua nhp khu hoc mua trc tip v sau bn vi s lng nh hn n nhng ngi tiu dng cui cng. C s bn l thng c gi l ca hng. Ngnh bn l l ngnh gm cc cng ty cung cp dch v phn phi cc sn phm hon chnh n tay ngi tiu dng cui cng. y l bc cui cng trong chui phn phi hng ha. b. M t ngnh Nhm: Safeway Trang 23
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Bn l l ngnh pht trin nhanh th hai Hoa K v c k vng l s tip tc duy tr xu hng tng trng ny trong tng lai. Hoa K l qu hng ca mt lot cc thng hiu hng u trong ngnh bn l ton cu nh Wal-Mart, Apple, Disney, Home Depot, Costco, KFC, McDonalds v rt nhiu thng hiu khc. Doanh thu bn l hng nm Hoa K chim khong 12% tng kim ngch thng mi ca tt c cc doanh nghip Hoa K. Ngnh bn l y c c im ch yu l s thng tr ca cc doanh nghip bn l n l. Cc doanh nghip ny chim gn 95% cc nh bn l kinh doanh trn c nc. Vic tng cng p dng Cng ngh Thng tin v p dng rng ri cc kinh nghim kinh doanh tit kim chi ph tng cng ng k nng sut trong cc h thng phn phi bn l. Tng doanh thu ca ngnh ny trong nm 2007 l gn 4.500 t la M, trong khi con s tng ng trong nm 2006 l khong 3.900 t la M. ng thi, doanh thu bn l thng mi in t t khong 122 t la M trong nm 2006, v ng gp gn 131 t la M trong nm 2007. Cuc suy thoi gn y lm gim tng trng doanh thu trong ngnh bn l Hoa K. Hu ht cc chui bn l nhiu ca hng chnh c s st gim doanh thu vo na u nm 2009 nhng c s ci thin vo cui nm v s tng ln vo nm 2010. Bng bn di m t v tr ca ngnh bn l M trong nm 2010 so snh vi 5 nm trc c chia theo n v thng:
2. Phn tch 5 m hnh lc lng cnh tranh a. Cc i th cnh tranh tim tng Nhm: Safeway Trang 24
QTCL_02 Ro cn nhp cuc ca ngnh gm cc yu t sau :
S trung thnh nhn hiu : Cc cng ty nh Wal-mart, Kroger, Costco Wholesale Corp, Safeway l nhng cng ty c khch hng ghi nhn v uy tn, s lu i, sn phm cht lng nhng vi mc gi r nht cho khch hng, cng vi mng li ca hng rng khp. Cc cng ty lun coi khch hng l thng , trong bt c trng hp no u phi ti ci n tip v phc v khch hng tt nht. V vy, kh nng khch hng t b nhng cng ty ny chuyn sang cc cng ty khc mi gia nhp ngnh l rt kh. C th ni s trung thnh nhn hiu ca ngnh l tng i cao . Li th chi ph tuyt i Cc cng ty trong ngnh c mt s li th v chi ph tuyt i so vi cc i th mun gia nhp ngnh: - Kh nng vn hnh sn xut vt tri nh c kinh nghim qu kh : Tuy ngnh mi pht trin mnh trong 20 nm tr li y, nhng vi kinh nghim lu nm gn b vi th trng Hoa K cc cng ty trong ngnh hon ton hn cc i th tim tng. Ro cn bao gm tnh kinh t theo quy m v s khc bit trong vic cung cp sn phm hay dch v vi gi tr cm nhn cao hn i th cnh tranh; d dng pht trin sn phm, hot ng khuyn mi v phn phi. - Kh nng kim sot u vo : vi chui cung ng t trung ng n a phng m bo cho kh nng tm kim cc sn phm tt v cht lng, hp l v gi. Tht s kh khn cho cc cng ty mun gia nhp ngnh tm kim i tc cho mnh v hu ht cc nh cung ng u l i tc ca cc cng ty trong ngnh. V hn na c sn phm gi hp l th i hi mua lng hng ln dn n s phi cn mt lng vn ln. Cc cng ty trong ngnh c kh nng tip cn cc ngun vn r tt hn nhng cng ty mun gia nhp ngnh . Tm li ro cn nhp cuc i vi cc i th tim tng l cao, do vy i th tim tng khng phi l e da ln i vi cc cng ty trong ngnh. b. Cnh tranh gia cc i th trong ngnh Cu trc cnh tranh
Doanh s trong nm 2011 ca mt s bn l thuc top u M Walmart: 264,2 t USD
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QTCL_02 Kroger: 82,2 t USD Costco Wholesale: 77,9 t USD Safeway: 43,6 t USD Supervalu: 37,5 t USD . Tng doanh thu trong 10 cng ty ln
nht ng u
666 t ng,
chim 69% trong tng doanh thu ca tt c 75 cng ty ln nht ca Bc M. Vi s lng 268 cng ty hot ng trong ngnh bn l nhng nhn chung ngnh bn l M l mt ngnh tp trung bi hn 50% th phn b nm gi bi 5 cng ty u ngnh vi mt s lng rt ln cc ca hng phn b rng ri trn ton b cc tiu bang. Ngi dn o trong ngnh ni chung l Wal-Mart. Tuy nhin nu xt ring trong tng phn on th cc cng ty khc nhau c th l nh dn o. V d nh: Wal-Mart l nh bn l thc phm ln nht ti M vi hn 3550 ca hng v siu trung tm. Nhng Kroger li n v iu hnh cc ca hng tp phm truyn thng ln nht nc M v l nh bn l thc phm ln th hai sau Wal -Mart vi 2400 siu th trn ton nc M. Safeway l nh bn l thc phm ln th ba nhng li l ngi dn o trong chui siu th truyn thng ti M vi 1743 ca hng trn ton nc M. Super Valu cng l nh bn l thc phm ln th ba v l nh iu hnh ln th hai ca cc siu th truyn thng vi 2200 ca hng. Bng biu th hin tng th phn ca nm cng ty ln nht trong tng th phn ca ton ngnh gm: Wal-Mart, Kroger, Albertsons, Safeway, v Ahold giai on t 20002005:
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Mi trng bn l c mt s pht trin ng k c trong quy m v s thng tr th trng ca cc i gia ln vi quy m ln cc ca hng, s a dng cc hnh thc ca hng v sc p cnh tranh gia cc ca hng. Ngi tiu dng ang ngy cng c nhiu i hi v tinh vi hn th cc chui ln ang tin hnh tch lu mt lng ln thng tin ngi tiu dng c th p ng nhu cu khch hng mt cch tt nht. Cc nh lnh o chi phi th trng th phn ng bng cch tp trung vo gi trong khi tng cng cc yu t gi tr gia tng ca cc dch v. S ganh ua trong ngnh gia cc ngi chi ln l cng thng v iu ny dn n mt cuc chin v gi gia h. Nhng mc d ang trong cuc chin gi, cc nh bn l ny vn kh c th i n li nhun thp hn trung bnh. iu ny l v tt c ngi chi trong ngnh l mnh duy tr mt s suy gim li nhun trong thi gian di m khng phi ri khi ngnh v v khng c ng c no cc nh bn l ln phi chy n cc cuc chin gi ln v xi mn li nhun. Cc iu kin nhu cu Cng ty phn tch xu hng kinh t ton cu Mishs khng nh rng khi suy thoi kinh t bt u gy hu qu r rt, s lng cc ca hng bn l trn u ngi ti M s tr nn d tha qu mc. Hng ny ch rng ton nc M c khong 1.122.703 ca Nhm: Safeway Trang 27
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hng bn l chim ti 14,2 t feet vung din tch, qu ln khi kinh t suy gim. Nu tnh ton chnh xc, ngnh kinh doanh bn l nc M ang chim dng 46,6 feet vung/ngi trong khi ti nhng nc pht trin khc nh Anh con s ny ch t 23 feet vung/ngi hay Canada l 13 feet vung/ngi. iu ny lm cho cnh tranh trong ngnh ngy cng gay gt hn. Ro cn ri ngnh: Tr mt s cc ca hng tin ch th nhng nh bn l khc trong ngnh u c mt h thng cc ca hng u t mt lng vn ln trong nhiu nm xy dng thng hiu hnh nh, m rng quy m. V vy ro cn ri ngnh ca cc nh bn l ny l cao. Bn cnh ro cn ri ngnh cao th cc sn phm cung cp ti cc ca hng khng c nhiu khc bit v gi cng gn nhau lm cho cc cng ty trong ngnh cng cnh tranh khc lit hn dnh c v th cnh tranh v ch ng ca mnh trn th trng. e da t cnh tranh gia cc i th trong ngnh l rt mnh
c, Nng lc thng lng ca ngi mua Ngi mua c sc mnh thng lng cao i vi cc nh bn l v h c nhiu s la chn. Hu ht cc sn phm khng c nhiu s khc bit v mc gi gn nh nhau v chi ph chuyn i l kh thp nn ngi mua c th chuyn sang nh ca hng khc m khng c bt k mt s cn tr no. Cng vi s pht trin ca khoa hc k thut cc thit b in t nh in thoi di ng, my tnh ngy cng ph bin, thng tin ngy cng a dng, ngi tiu dng thng tho cng ngh nhanh chng hc c cch s dng nhng cng c ny tm kim thng tin v hng ha, gi c v h cng ang tham gia vo nhiu mng x hi chia s cc kin nh gi, quan im, tri nghim mua sm v nhiu thng tin khc na, khch hng tr thnh nh tiu dng thng thi hn khng ch nh nhng thng tin m h c th truy cp trn Internet m c trong cch thc h la chn tng tc vi cc t chc bn l. Nhng nh bn l vi s lng ln ang cnh tranh vi cc ca hng vi nhng quy m v kch c khc nhau. Sc mnh ca ngi mua l cao v nhng nh lnh o nu khng c mt chin lc ph hp, a dng cc mt hng, a dng cc thng hiu hay thi phc v ca cc nhn vin khng tt th s dn mt i khch hng ca mnh. Sc mnh ca ngi mua l cao v Nhm: Safeway Trang 28
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nhng ngi iu hnh khi nng gi, hay cung cp cht lng khng tt s lm mt khch hng ca h. e da t nng lc thng lng ca khch hng cao d, Nng lc thng lng ca nh cung cp Nng lc ca cc nh cung cp trong ngnh bn l l tng i thp, cc cng ty bn l c th da vo sc mnh ca mnh thc p gim gi v yu cu cht lng cao. Mt l do n gin l h mua vi s lng ln, n nh v mua t nhiu nh cung cp khc nhau ch khng ch ring 1 nh cung cp c bit l e da t cc ngun cung gi r bn ngoi nc M; ng thi h cng hiu rt r nhng nh cung cp ca mnh v nh nm c im yu ca nh cung cp, buc cc nh cung cp phi cnh tranh vi nhau, h tm ni no c gi thp, dng ngi ny e do ngi kia. Cc hng c th gy p lc bng cch e do s chuyn sang nh cung cp khc nu nh phn i ci mc gi c a ra hoc yu cu v cht lng. Ngoi ra, cc nh bn l l i tc quan trng ca cc nh sn xut trong hu ht cc loi hng ha, l cu ni gip cho cc sn phm hng ha t nh sn xut n tay khch hng mc tiu ca mnh. e, e da t nng lc thng lng ca nh cung cp l thp Cc sn phm thay th. Thay v s dng cc sn phm t cc nh bn l, khch hng c th mua c cc sn phm tng t trc tip t cc nh sn xut hoc cc nh kinh doanh khc qua thng mi in t. Tuy nhin, vic mua t nh sn xut gp nhiu kh khn khi cc c s xa khu dn c, khng p ng c tnh nhanh chng v thun tin. ng thi, mua hng t nh sn xut khng to ra cc dch v gia tng cho khch hng, cht lng phc v khng c ch trng. e da t cc sn phm thay th trong ngnh bn l l yu. Bng tng hp m hnh 5 lc lng cnh tranh : Ch tiu Cc i th cnh tranh tim tng Cnh tranh gia cc i th trong ngnh nh gi Thp Cao
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GVHD: T.S NGUYN XUN LN Cao Thp
Thp
3. Phn tch ng thi ca i th v nhm chin lc a. ng thi ca i th : Nh phn tch cc phn trn, trong mt ngnh cc cng ty hot ng khng ch n l mt mnh m xung quanh cn rt nhiu i th cng cng tham gia vo ngnh . Do vy, thnh cng trong ngnh cng ty phi lun theo di ng thi, cng nh hot ng ca i th nh gi ri d kin nhng bc i tip theo ca h v t c cch thc cnh tranh c vi cc i th . L nh bn l thc phm ln th ba v nh iu hnh ln nht ca siu th truyn thng M, vi 1.743 ca hng trn ton quc, Safeway phi i mt vi cnh tranh t cc dy chuyn tng t, cc ca hng a phng, v cc ca hng thch hp, chng hn nh Whole Foods Market (WFMI) , Kroger Company (KR), SuperValu (SVU). Tuy nhin, i din e da cnh tranh ln nht trong di hn v tng trng ca cng ty l "ngi khng l" Wal-Mart (WMT). Wal-Mart Stores (WMT) l nh bn l thc phm ln nht M vi hn 3.550 ca hng v siu trung tm. Wal-Mart c th cung cp mc gi thp thng qua mng li phn phi v cc nn kinh t quy m. Ngi tiu dng chuyn sang cc ca hng gim gi nh Wal-Mart khi thu nhp ca h gim xung. K t khi thnh lp vo nm 1962, Wal-Mart hon ton cch mng ha ngnh cng nghip bn l. Nhn mnh v gi thp v hiu qu ca n lan rng ra khp cc ngnh cng nghip, sn sinh ra mt s t bin trong cnh tranh gi c v hp nht gia cc nh bn l thc phm.
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nh hng: Cc nh bn l nh Koninklijke Ahold, NV (AHO) , Kroger Company
(KR) , SuperValu (SVU) , Safeway (SWY) , Weis Markets (WMK) v cc chui tp ha nh bn l ang chu p lc lin tc t Wal-Mart duy tr gi thp. Safeway khng l ngoi l, n b mt th phn trong cc th trng m n cnh tranh vi Wal-Mart. Tuy nhin, th trng Safeway v Wal-Mart c s khc nhau - ch c mt chng ln nhau 24% vi Wal-Mart, trong khi vi Kroger l gn 70%. Trong di hn, Wal-Mart d kin s tip tc m rng th trng ca n vo cc trung tm th ca b bin pha Ty v bt u th nghim vi cc sn phm cao cp v cc nh dng lu tr. N t ra mi e da ln nht trong di i vi Safeway. Kroger Company (KR) l nh bn l thc phm ln th hai v nh iu hnh ln nht ca siu th truyn thng M, vi 2.400 ca hng trn ton quc . cnh tranh, Kroger tp trung vo vic xy dng cc ca hng thnh mt im dng chn l tng phc v cho cc nhu cu hng ngy ca khch hng. lm c iu , Kroger thn h lp mt lin doanh vi qun l d liu tr s ti London vi cng ty phn tch Dunnhumby. Nh cng ngh ca Dunnhumby, Kroger c th phn tch mt lng ln thng tin v khch hng ca mnh. Kroger c s dng kin thc thit k ca hng ca mnh ph hp vi nhu cu ca th trng a phng Kroger Company l mt i th ng ch nht ca Safeway khi n c nhiu im tng ng. SuperValu (SVU) l nh bn l thc phm ln th ba v nh iu hnh ln th hai ca siu th truyn thng M, vi 2.200 ca hng trn ton quc. Supervalu tin hnh hot ng ca mnh thng qua hai on: bn l thc phm v cc dch v chui cung ng. Trong hot ng bn l, SuperValu (SVU) s dng nhiu loi hnh ca hng :cc ca hng kt hp, cc ca hng thc phm, Cc ca hng phn loi gii hn . Nhiu loi ca hng ca cng ty to cho n vi s linh hot cnh tranh trn cc th trng ca mnh. Whole Foods Market (WFM) l nh bn l hng Hoa K gii ca cc loi thc phm t nhin v hu c. Vi chui ca hng thc phm truyn thng, Safeway bt u Nhm: Safeway Trang 31
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cung cp thc phm hu c trong gi bn l ca h; v vy vic cnh tranh Whole Foods Market l iu khng th trnh khi. Winn-Dixie Stores (WINN )l mt chui ca hng tp ha nm ch yu ng Nam Hoa K vi cc ca hng ti Florida, Georgia, Alabama, Mississippi, v Louisiana.; ng th 53 trong top 100 nh bn l. Hin nay, Winn-Dixie Stores cha phi l i th ca Safeway, song trong tng lai n hon ton c kh nng pht trin mnh m hn. Ngoi ra, ti th trng chnh M, Safeway cn i mt cnh tranh vi cc nh bn l nh ti a phng nh: Trader Joe l mt chui ca hng thc phm c sn c tr s ti Monrovia, California. Bashas l chui ca hng gia nh s hu hng tp ha, ch yu nm Arizona vi hai a im bn ngoi tiu bang, mi trong Needles, California , v Crownpoint, New Mexico.. b. Nhm chin lc : Cc c tnh chin lc ang c trong ngnh Ngnh bn l l mt ngnh pht trin t kh lu vi nhiu thng hiu trn th trng. Do vy, p lc cnh tranh t i th trong ngnh ny l kh ln. Nhng i th cnh tranh gn nht ca cng ty li l nhng i th cng theo ui nhng th trng mc tiu ging nhau vi chin lc ging nhau. V th, cc cng ty phi nhy bn vi thay i mong mun ca khch hng v cch thc m cc i th thay i chin lc p ng nhng mong mun mi xut hin ny. Mc tiu m cc cng ty trong ngnh bn l mun hng n l khng phi l bn hng m cung cp li ch v s tha mn cho khch hng ca mnh. Bi khch hng khng mua sn phm, h mua li ch - th m sn phm mang li cho h, v sau l s tha mn - th m sn phm to ra cho h. Trong khi nhng sn phm ca cng ty khng my khc bit v hu ht nhng sn phm c cung cp bi cc nh sn xut nh nhau. V vy, mi cng ty cn nh hng cho mnh mt chin lc kinh doanh ph hp.
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to c s khc bit mt s cng ty trong lnh vc bn l ch trng pht trin knh phn phi cho khch hng nh Wal-mart, Safeway, Kroger,Tuy nhin, mi cng ty li c nhng cch thc hin khc nhau. L ngi i u trong ngnh bn l, Wal-Mart sm nhn thc c tm quan trng v nhng li ch t cng ngh thng tin mang li. Do vy, bn cnh u t cho h thng ca hng, Thng Mi in t (TMT) c Wal-mart ng dng rng ri. Walmart ch ng lin kt vi cc website v tn dng h thng bn hng trc tuyn pht trin. Wal-Mart tng cng h thng TMT bng vic lin minh vi AOL vo nm 2001 cng cp internet n vng ngoi v nng thng c bit l nhng vng cha c ca hng ca Wal-Mart. Mc ch ca Wal-Mart l thu ht nhng phn on th trng mi v gim tc ng i vi cc ca hng hin ti. Wal-Mart cng s dng m hnh bn l thch hp kt hp gia TMT v TM truyn thng.(M hnh Click-Mortal: Va kinh doanh online va kinh doanh offfline). Kroger: u t nghin cu xy dng h thng theo mong mun ca khch hng v s dng h thng t hng trc tuyn. Safeway ch trng vo to s khc bit cho cc ca hng ca mnh bng cch to ra mt bu khng kh m p thng qua c trang tr ni tht, sn g, v c bit l nh sng. Vi 82 ca hng mi trong nm 2009, 79% ca cc ca hng ca Safeway c chuyn i theo m hnh "Lifestyle" ny vo cui nm 2011. Bn cnh , Safeway cn cn cung cp hnh thc mua hng trc tip thng qua cc trang web ca mnh nh : Safeway.com, Vons.com v Genuardis.com. Trong khi , Whole Foods Market (WFM) v Winn-Dixie Stores tuy u t p dng hnh thc mua hng trc tuyn nhng vn cha c mt bc t ph hay ch trng u t i mi h thng ca hng ca mnh, to nn mt du n cho khch mua hng theo hnh thc truyn thng. Cc chui bn l nh nh Trader Joe, Bashasmng li ca hng cn t v cha to c s khc bit.
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Mt trong nhng b quyt thnh cng ca ngnh bn l l ngh thut tip th quan h (Relationship marketing). Bi nguyn tc th 8 trong s 10 nguyn tc xy dng kinh doanh ca Sam Walton( Sam Walton - "ng vua bn l M" - l ngi thnh lp tp on bn l Wal-Mart) th hin r iu ny. Sam Walton ni: " p ng trn mc mong i ca khch hng. Nu bn lm c nh vy h s mi mi l khch hng ca bn. Hy em li cho h nhng g h mun v thm mt cht na. Hy h thy rng bn rt coi trng khch hng. Hy lm tt khc phc nhng li lm ca mnh v ng bao gi phi ni li xin li. Hy chu trch nhim vi nhng g bn lm. iu quan trng nht m ti vit l dng ch trn tm bin hiu u tin ca Wal -mart: Bo m s hi lng ca khch hng." Trc y, khi cha c ng dng Thng mi in t vo hnh thc bn hng Wal-Mart s dng chin thut tip th quan h trc tip tng ngi mt, c thc thi bi ton b nhn vin Wal-Mart, c bit l mt i ng cc nhn vin chuyn cho mi khch hng. Cng nhn thc c tm quan trng ca vic to lp quan h khch hng, Safeway hay Kroger ch trng vo cc dch v chm sc khch hng. Tuyn dng, o to i ng nhn vin nhit tnh, am m cng vic gip khch hng thy tha mi khi i mua sm. Safeway cng cung cp cc th Safeway Club cho khch hng trung thnh hay cung cp cc dch v b sung nh vn chuyn tn nh, t vn thc phm.. nhm nng cao mi quan h tnh cm vi khch. Kroger cng cung cp cho khch hng ca mnh cc phiu gim gi v th Kroger Plus Card cng c lng trung thnh ca khch hng. Whole Foods Market v Winn-Dixie Stores cng c nhng hnh ng thu ht li ko khch hng thng qua cc chng trnh chm sc khch hng, s dng nhn vin t vn trong cc ca hng, cung cp Gift Cards Trader Joe, Bashas cng c nhng hnh ng nhm nng cao cht lng dch v bn hng, tng cng mi quan h vi khch hng nhng nhng hot ng ny cn yu, mt phn do nng lc cc chui bn l nh b gii hn. Nhm: Safeway Trang 34
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M hnh nhm chin lc : Vi cc c tnh chin lc ang c trong ngnh, c th chia cc cng ty trong ngnh bn l ti Hoa K ra thnh 2 nhm chin lc nh s .
Wal-mart, Safeway, Kroger.
Knh phn phi
Whole Foods Market, WinnDixie Stores
Trader Joe, Bashas
Chm sc KH
4. Thay i cnh tranh trong chu k ngnh Trong nm va qua, quang cnh ngnh bn l Hoa K din ra kh phc tp. Mc d th trng ny nhn chung c xem l khng nm trong vng suy thoi th ngi tiu dng M vn cm thy lo ngi do s bp bnh ca nn kinh t v tnh hnh vic lm vn khng thay i. Ngi tiu dng ang tht cht chi tiu hn , s la chn ca h cng cn nhc hn. iu ny lm cc cng ty trong ngnh nh Safeway, Kroger, SuperValu phi tch cc a ra nhng sn phm nhm to s khc bit so vi i th cnh tranh v c s h thp chi ph thu ht khch hng. Nhm: Safeway Trang 35
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Do vy, ngnh bn l Hoa K ang trong giai on bo ha. 5. Cc lc lng dn dt ngnh Nhng nhn t no ang nh hng mnh m n nhng thay i trong ngnh bn l. C th k n cc nhn t sau: a. S thay i cng ngh Thng mi in t ha hot ng kinh doanh gip gim thiu chi ph u t, tng c tnh tin li trong khu phc v, hnh thnh xu hng kinh doanh mi trong ngnh bn l, gia tng cng cnh tranh trong ngnh khi s lng nh bn l trc tuyn tng ln rt nhanh. Cc chi ph nng lng gia tng, gi c hng ha bin i khng ngng, do , ngi tiu dng tm kim mt cch mi tit kim m vn mua sm c nhng sn phm thit yu nn xu hng tiu dng qua Internet ang tr nn ph bin hn bao gi. Mua sm hng trc tuyn gip ngi tiu dng c th mua sn phm d dng hn, c th la chn hng nghn sn phm khc nhau cng mt lc, gim thi gian i ch. Thnh cng trong nhng nm gn y l chui ca hng bn l trc tuyn Bestbuy, c nh hnh theo m hnh brick-and-mortal truyn thng kt hp bn hng qua mng ang ni gt thnh cng ca Amazon. Li ch ca thng mi in t i vi dch v bn l th hin rt r trn cc mt nh: Tng c nng sut do vic qun l mua sm v kho d tr t hiu qu cao hn (kim k hng ho khng cn giy t) hoc do ci thin c h thng knh phn phi trong v ngoi nc, tit kim c chi ph giao dch, em li cm gic thoi mi, tin li khi mua hng, tng cng hiu qu qung co, marketing bn hng v thanh ton tin hng, tng nhanh kh nng ph bin v tip thu cng ngh mi... Do c tnh u vit nh vy nn trong nhng nm gn y, doanh s thng mi in t c s tng trng chng mt trong ngnh bn l .Ni chung, s thay i cng ngh lm thay i nhiu v b mt v c ni ti ngnh bn l M. b. Thay i v nhu cu v cch thc s dng sn phm S gia tng nhm tiu dng tr, cng nh dn s th gia tng rt nhanh li mang li nhiu tc ng tch cc n ngnh bn l, khi con ngi sng trong mt x hi hin i v bn rn hn, c bit l nhng ngi tr tui thnh th, th nhng ca hng bn l l mt ni khng th thiu trong cuc sng thng nht, thm vo cc cuc
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i suy thoi kinh t hng ngi tiu dng vo nhng quyt nh mang tnh tit kim cng c th lm dch chuyn c cu trong ngnh. Cng vi i sng ngi dn ngy cng nng cao, nhu cu ngy cng a dng, tinh t v trnh tiu dng ngy cng cao, ngi tiu dng bt u quan tm n cht lng v hu mi. Vn dch v tr nn rt quan trng trong vic thu ht, gi chn khch hng do vy cc cng ty bn l khng nhng cung ng nhng sn phm c cht lng, gi c hp l cn phi chuyn nghip chu o trong cung cch phc v v dch v hu mi. c. Ton cu ha Ngnh bn l chng kin mt s ton cu ha v th trng; ranh gii ca ngnh bn l khng dng li bin gii quc gia. Cc cng ty/tp on bn l ti M phi i mt vi cc i th nc ngoi ngay trn th trng ni a v c cc th trng cc quc gia khc m n hot ng V d: Nm 2008, nh bn l Topshop (UK) m thm cc chi nhnh trong s 300 ca hng ti NewYork v Los Angeles, nh bn l ny t ra rt ch ng v ng gm khi em n 2 th trng ln ca nc M phong cch mua sm London Khi tnh cnh tranh gia tng, cc cng ty ang ngy cng hon thin li th cnh tranh ca mnh trc cc i th. i vi Wal-Mart l 1 s cng c u th c bit v nng lc thng lng ca n vi cc i tc; vi TJX, Ross Store, Big Lots l s hon thin chiu thc kinh doanh OFF-PRICE ca n trong vic tm kim, duy tr quan h vi i tc v qun l mng li phn phi Ton cu ha kinh t lm gia tng s lin kt trc tip gia cc doanh nghip ca cc nc, nhng ng thi cng buc cc doanh nghip phi trc tip cnh tranh vi nhau ngy cng gay gt. Tuy nhin, ton cu ha hon ton khng phi l "tr chi" hai bn u thng, m n thng gy ra hiu ng hai mt. C nhng khu vc, nhng nc v doanh nghip giu ln nhanh chng nh ton cu ha; nhng c nhng khu vc, nhng nc v doanh nghip b thua thit hoc thm ch b y ra khi dng chy si ng ca thng mi v u t quc t. Ngy nay, mun trnh thua thit v c hng li trong cnh tranh quc t, th vn ct li l phi tng cng thc lc kinh t v ch ng hi nhp. Nhm: Safeway Trang 37
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Tm li, ton cu ha kinh t l xu hng pht trin khch quan, mang tnh quy lut trong qu trnh pht trin ca nn kinh t th gii. Ton cu ha kinh t ang tc ng su sc n nn kinh t ca tt c cc quc gia. Ton cu ha mang li nhng c hi pht trin to ln cho cc cng ty, nhng cng t cc cng ty trc nhng thch thc, kh khn khng nh. iu i hi cc cng ty phi nhn thc tht y v su sc c nhng gii php ph hp nhm tn dng c nhng c hi, vt qua thch thc, bin nhng thch thc thnh c hi pht trin, i mi cng ngh, nng cao nng lc cnh tranh, ng vng trong qu trnh hi nhp kinh t quc t. Hin ti vi s bo ha ca th trng th s thnh cng th trng cc nc ln cn, pht trin khc l yu t ht sc quan trng i vi ngnh bn l M. 6. Cc nhn t then cht cho thnh cng ngnh C 3 nhn t then cht cho thnh cng ca ngnh bn l : a. nh hng theo khch hng S nh hng theo khch hng l mt yu t quan trng t c thnh cng trong ngnh cng nghip bn l. Ngy nay, khch hng c nhiu quyn hn trong vic la chn sn phm/dch v m h mun mua. S la chn ca h cn c vo nhn thc ca chnh h v cht lng v gi tr ca SP/DV. Cc cng ty cn nm c nhng yu t quyt nh gi tr v s tha mn KH. Gi tr dnh cho KH l s chnh lch gia tng gi tr KH nhn c so vi tng chi ph m KH phi b ra nhn c SP/DV. KH thng chn nhng SP/DV no tha mn tt nht nhu cu v mong mun ca h. Bin php hiu qu nht l cng ty phi tr thnh mt t chc nh hng vo khch hng - tc phi lun coi khch hng l u tin hng u trong mi hot ng ca mnh, ng thi xem h nh ng lc cho li v pht trin ca t chc. Phng chm ca m hnh ny l: "Tn ti v pht trin khng theo li nhun trc mt m phi v mt li nhun lu di v bn vng". Cng ty nh hng KH c th xc nh r KH hin ti v tng lai ca mnh l nhng ai, h u v h mun g, hot ng kinh doanh ca cng ty c nhn bng con mt ca chnh KH. Cng ty thng xuyn gim st gi tr ca SP/DV v ang cung cp cho KH v lun lun tm mi cch ci tin cc SP/DV . Khi cc cng ty chuyn t quan im hng vo SP/DV sang quan im hng vo KH, h s sng to v trin khai nhng chng trnh nhm li ko KH quay tr li, mua thm cc SP/DV v lun trung thnh vi cng ty. iu thch thc l phi xy Nhm: Safeway Trang 38
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dng mt quan h c bit vi nhng "KH tt nht" ca cng ty h cm nhn c s quan tm, thu hiu v thy mnh c hng nhng c quyn v phn thng c bit m cng ty mang li. Tm li, tn ti v ng vng trong mi trng cnh tranh ngy cng khc lit, cc cng ty bn l cn phi bit s dng mt cch thng minh cc ngun lc sn c p ng nhu cu v mong mun ca KH. Nhng n lc v cng hin ca cng ty i vi KH ngy hm nay s quyt nh thnh cng v pht trin trong tng lai. b. Ci tin hiu qu chui cung ng Qun l chui cung ng l mt trong nhng iu kin then cht cho s thnh cng trong ngnh bn l, cha bao gi m vai tr ca chui cung ng li c nng ln tm chin lc nh hin nay. Kinh doanh trong ngnh bn l th chui cung cp t cc nh cung cp n h thng cc ca hng, siu th l mt b my cng knh v tn km. Ci tin chui cung cp bao gm vic thu mua v qun tr hng tn kho tt s tit kim c nhiu chi ph nhm hng n hiu qu hot ng kinh doanh. Vi mt chin lc thu mua hiu qu s cung cp cho cng ty mt lng hng khng l m bo cho cng ty c th cung cp hng kp thi cho khch hng khi h c nhu cu. Qun tr hng tn kho tt s gip cng ty ct gim chi ph lu kho v thi gian lu kho. Ngoi ra, ngnh bn l c ngun cung l cc mt hng a dng t nhng cng ty hay tp on khc, do vy, qun tr chui cung ng tt nhm hn ch nhng ri ro phi ph thuc vo cc nh cung cp. Mt chui cung ng ti u s gip doanh nghip thu ht thm nhiu khch hng, gia tng th phn, tit kim chi ph t gia tng doanh thu v li nhun. Chnh nh qun l chui cung ng hiu qu m Wal-mart mi c th tr thnh cng ty hng u th gii. c. Nng lc thng lng vi cc nh cung ng: Ngnh bn l c ngun cung l cc mt hng a dng t nhng cng ty/tp on khc, do vy, cc cng ty trong ngnh phi c mi quan h vi cc i tc ly hng t h. iu ny bt buc cc cng ty phi c kh nng tm kim v thng lng vi nh cung cp. p ng tt nht nhu cu ca khch hng, nng cao li th cnh tranh th mt mng li cung ng mnh l mt iu khng th thiu. Chnh v vy nhng nh bn l phi tm cho mnh cc nh cung cp uy tn m bo ngun hng n nh vi cht lng tt nht. Nhm: Safeway Trang 39
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C. PHN TCH MI TRNG BN TRONG

I. CC KHI TO LI TH CNH TRANH 1. Hiu qu Cc nh bn l nh Safeway c mt chui cc hot ng chung c tng cng bi s pht trin ca cc ca hng, cc cng c ci tin v phng php tip cn. iu quan trng nht trong s ny l la chn khu vc thng mi c th v kim sot gi c, cc cng c qun l khch hng v tip th qun l nhn s. Vic thu mua, cc hot ng hu cn nhm cung cp cc sn phm hiu qu v gi c cnh tranh. N nhm mc ch phc v khch hng la chn tt nht vi gi c hp l. Chc nng hu cn c qun l c hiu qu trong sut chui cung ng, v to ra mt gi tr ti u cho khch hng vi chi ph thp nht c th. Nng sut l mt mc tiu quan trng trong cng vic ca nhn vin trong chng trnh nng cao nng sut ca Safeway v chui ca hng. V vy, cng ty lun quan tm n cng vic ca nhn vin, ci thin phc li nhn vin nhm mc ch cui cng l tng nng sut lao ng. Nng cao hiu qu chi ph, Safeway ang thc hin cc quy trnh v thi quen cho t ng ha ca d n. Kha cnh quan trng ca qu trnh t ng ha l t ng ha qu trnh thu mua, t ng n t hng, ho n bn hng. Hiu qu hot ng to kh nng cnh tranh v gi bn v s hi lng ca khch hng, l iu kin tin quyt to ra li nhun cho Safeway. 2. Cht lng Trong ngnh bn l th cht lng sn phm v dch v mang n cho khch hng l yu t hng u to nn s thnh cng v cng chnh l li th cnh tranh ca doanh nghip. L cng ty kinh doanh trong lnh vc bn l, Safeway lun coi trng cht lng sn phm ca mnh nhm p ng s tha mn khch hng trong nc m cn khch hng quc t. Trong lnh vc thc phm, Safeway lun theo di, kim tra cht lng sn phm hn ch ti a nhng ha cht khng an ton gy nguy him cho khch hng s dng. Safeway coi trng vn cht lng sn phm: tri cy v rau ti, cc sn phm hu c thn thin vi mi trng, cc ba n ch bin sn v cc dch v tt nht. Bn
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cnh cht lng sn phm cng ty cng ch n dch v chm sc khch hng, i ng nhn vin ca cng ty thng xuyn c o to. 3. Ci tin - Ci tin sn phm Cng ty lun ci tin to ra cc sn phm v dch v tt nht p ng nhu cu ca khch hng: Safeway cung cp hng nghn sn phm cht lng cho khch hng. Nghin cu gn y ca Safeway to ra cc sn phm O Organics l thc phm hu c sn xut v x l theo quy nh vi tt c cc tiu chun hu c ca USDA m khng cn s dng thuc tr su tng hp, hormon tng trng hoc cc khng sinh. Organics c ngun gc t mt lot cc la chn cn thn ca nhng ngi trng bng cch s dng cc bin php canh tc thn thin vi tri t. V Organics vi hn 300 sn phm hu c u c sn trong hu ht cc li i ca cc ca hng tp ha ca Safeway. Trong thng 11 nm 2010 Safeway gii thiu dng Open Nature 100% thc phm t nhin, l dng sn phm dn o ca Safeway trong ngnh cng nghip bn l thc phm nh l mt nh ci cch trong vn sc khe v dinh dng. - Ci tin v m hnh kinh doanh M hnh kinh doanh chnh ca Safeway l m hnh kinh doanh chui. Bn cnh m hnh kinh doanh theo chui trc tip, Safeway pht trin Truyn thng trc tuyn v thng mi in t . S pht trin ca truyn thng trc tuyn v thng mi in t l nhng im chin lc trng tm trong tt c cc b phn. Hin nay Safeway.com, Vons.com v Genuardis.com cung cp giao hng n cc a im dn c v kinh doanh trong cc lnh vc sau: Greater Sacramento, San Francisco Bay Area, Fresno, Stockton, Bakersfield, Ventura County, San Fernando Valley, Greater Los Angeles, ni a Empire, Greater San Diego, Portland, Seattle, Phoenix, Tucson, Las Vegas, Philadelphia v Baltimore / Washington Metropolitan Area 4. p ng khch hng
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Safeway lun c gng nhn ra nhu cu ca khch hng v c gng tha mn nhu cu ca khch hng, y l mc tiu ca cng ty c nu ra trong bn tuyn b s mnh. Cc nhn vin Safeway thm ca hng ca cng ty ni chuyn vi khch hng v nhu cu v s thch ca h. Cc nh nghin cu hi nhng sn phm mt s loi khch hng mua, v khi no, l do cho vic mua bn ca h, v nhng g h ngh v kinh nghim mua sm ca h. Mt gii php hiu qu m cng ty ang thc hin l s dng phn mm EPR. y l mt phn mm qun l quan h khch hng. Vi phn mm ny, cng ty c th thu thp c nhng thng tin v khch hng nh tn, tui, ngh nghip, s thch ca khch hng , mong mun ca khch hng .Vic thu thp v qun l thng tin ny s gip cho cc ca hng ca cng ty c th phn loi c i tng khch hng, t do a ra cc chnh sch tri n khch hng nh khuyn mi, tng qu... nhm to mi quan h gn gi, lu bn gia khch hng vi cng ty. Safeway cn a ra nhiu chng trnh chm sc khch hng c bit . Cung cp cc th mua hng v p dng cc chng trnh c bit cho cc khch hng ny ng thi to ra nim tin cng nh s tha mn ca khch hng khi mua sm ti ca hng S. Li th cnh tranh ca Safeway xut pht t kin thc v cc nhu cu ca khch hng v p ng khch hng vt tri, to dng mt lng khch hng trung thnh ln lun theo cng s pht trin ca cng ty. II. PHN TCH NGUN LC V CC KH NNG 1. Ngun hu hnh a. Ngun lc ti chnh
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Cu trc ti sn
120.00 100.00 80.00 60.00 40.00 20.00 0.00 2007 2008 2009 2010 2011 Ti sn di hn Ti sn ngn hn
Qua biu trn cho ta thy ti sn ngn hn chim mt phn kh n nh trong tng ti sn ca Safeway qua cc nm, vi vic duy tr ti sn ngn hn t hn so vi ti sn di hn trong giai on t 2007-2011, iu nay cho thy cng ty c xu hng s dng nhiu ti sn di hn cho cc u t ca mnh. Do , kh nng chuyn ha thnh tin ca cng ty l thp nhng kh nng sinh li li cao. Tuy nhin trong nhng nm gn y ti sn ngn hn c khuynh hng gia tng ln, s dn n kh nng thanh ton hin thi tng ln nhng mc sinh li s gim xung.
Cu trc ngun vn
120.00 100.00 80.00 60.00 40.00 20.00 0.00 2007 2008 2009 2010 2011 Vn ch Tng n di hn Tng n ngn hn
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Hin ti Safeway c cc khon n ang chim t trng ln trong tng ngun vn v tng nh qua cc nm, vn ch gim dn c bit t nm 2009 n 2011. Khon n vay di hn tng nhanh dn u qua cc nm, cng ty u tin s dng vay di hn u t, chp nhn s dng vn di hn c ph tn cao nhng ri ro li thp. i vi n ngn hn th cng ty s dng khon vay cng tng dn, y l ngun vn c ri ro cao nhng ph tn thp.
0.200 0.150 0.100 0.050 0.000 -0.050 -0.100 -0.150 -0.200 -0.250 2007 2008 2009 2010 2011 Li nhun trn vn ch (ROE) Li nhun rng bin Li nhun trn ti sn (ROA)
Qua biu trn cho thy li nhun trn vn ch ca Safeway bin ng kh mnh. T nm 2007-2008 ROE tng nh tuy nhin n nm 2009 li nhun t ngt gim mnh mang gi tr m nhng sau xu hng phc hi, li nhun tng ln r rt. Nm 2009 do khng hong kinh t nh hng n li nhun Safeway mt cch nghim trng c th l hin tng gim pht cc mt hng thit yu nh trng, sa, raulm doanh s gim mnh. ROE gim xung di mc trung bnh trong 5 nm ca SWY l 14%, l mt du hiu tiu cc. iu ny lm cho cc c ng nh u t kh tht vng, dn n trong nm 2010, 2011 vn u t gim xung kh mnh, nh hng n hnh nh ca cng ty. Tuy nhin vi mc li sut ca Hoa K ang mc thp k lc trong my nm gn y, nn ph tn s dng vn thp do s dng nhiu vn vay s lm tng n by ti chnh ci thin c ROE, tip tc tng trng mt cch n nh. Mc d t l tht nghip cao v doanh s bn hng thp hn, c phiu ca chui siu th Nhm: Safeway Trang 44
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ca M vn vt tri so vi S & P 500 Index ( Ch s c phiu 500 ca Standard & Poor) k t u nm 2010. C phiu ca Safeway tng 16%, Kroger 9%, v Supervalu 20%. S & P 500 gim 1%. iu ny em li cho Safeway nhiu khch l, cng c li c tnh hnh ti chnh, l ngun lc gip cng ty c th gia tng u t vo vic phc v khch hng chu o hn, tng cng u t vo vic mua sm hng qua mng, vic u t vo cc ca hng truyn thng gim xung nh nm 2009 ch c 1739 ca hng, nm 2010 l 1725 n nm 2011 ch cn 1694 ca hng, u t xy dng ca hng Lifestyle. Bng vic a ra nhng sng kin thnh cng nh chng trnh thay i li sng, pht trin v ra mt nhng thng hiu thnh cng em li li nhun hng triu la nh thng hiu thc phm v ung hu c O Organic v Eating Right. Tt c chng minh Safeway c kh nng phn bit chnh mnh, em li mt hnh nh ring trong tm tr khch hng trong mi trng cnh tranh ny Tnh hnh ti chnh ci thin r rt b. Ngun vt cht Safeway Inc (Safeway) l mt trong nhng nh bn l thc phm v thuc ln nht Bc M. Cui nm 2010, Safeway vn hnh 1.694 ca hng pha Ty, Ty Nam, ni Rocky, min Trung Ty v khu vc gia i Ty Dng ca Hoa K v pha Ty Canada. h tr cho cc ca hng, Safeway c mt mng li rng ln phn phi, c s ch bin thc phm v sn xut. Safeway s hu v iu hnh GroceryWorks.com, kinh doanh tp ha trn Internet theo cc tn Safeway.com, Vons.com v Genuardis.com. Mi mt vng trong tng s 12 khu vc m Safeway hot ng c phc v bi mt trung tm phn phi khu vc bao gm mt hoc nhiu c s. Safeway hin c 17 trung tm phn phi/ kho trung tm (13 kho Hoa K v 4 kho Canada ), cung cp phn ln cc sn phm ti cc ca hng Safeway hot ng. Trung tm phn phi ca Safeway Maryland c iu hnh bi mt bn th ba. Khu vc hot ng M V tr trung tm Din tch (m2) phn phi Chicago (Dominicks) Denver Eastern(includes Nhm: Safeway Northlake, IL Denver, CO Collington, MD 932,000 1,232,000 915,000 S lng ca hng
78 137 163 Trang 45
QTCL_02 Genuardis) Northern (includes HI) Phoenix Portland Tempe, AZ Clackamas, OR California Tracy, CA
1,922,000
268
788,000 798,000 1,103,000 292,000 233,000
117 116 203
Seattle (includes Carrs in Auburn, WA AK) Spokane, WA Anchorage, AK Southern
California Santa Fe Springs, 1,055,000 (Vons/Pavilions) CA 862,000 El Monte, CA Texas Thumb) Tng khu vc M Khu vc hot ng Canada Alberta Calgary, Alberta Edmonton, Alberta Vancouver* Vancouver, British Columbia Winnipeg Winnipeg, Manitoba 427,000 470,000 687,000 419,000 (Randalls/Tom Houston, TX Dallas, TX 686,000 1,019,000 11,837,000
277
111
1470
96
74
54
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QTCL_02 Tng khu vc Canada
GVHD: T.S NGUYN XUN LN 2,003,000 224
Bng trn l s lng ca hng cc khu vc v v tr mt s trung tm phn phi m Safeway hot ng, ngoi ra Safeway cng c ngun sn phm t kho ph M v Canada. Gn y Safeway ng ca trung tm phn phi ti BritishColumbia, v hot ng c di chuyn n mt c s ca bn th ba. Vi s lng ca hng nh trn Safeway ang tin hnh vic m rng hn na h thng phn phi ca mnh ti cc th trng ang hot ng. Trong nhng nm gn y, Safeway chuyn i cc ca hng thnh ca hng "Lifestyle". Trong khi tp trung vo chng trnh ti to li cc ca hng rt tch cc, Safeway cng xy dng mt s ca hng mi mi nm. Ca hng mi thng c din tch l 55.000 m2. Trong nm 2009 v 2010, Safeway m v ti to li cc ca hng t hn so vi nm nm trc y ch yu do nn kinh t yu km v tnh cnh tranh gim. Tuy nhin, trong nm 2011, Safeway c k hoch m 26 ca hng Lifestyle mi v ti to li 30 ca hng thnh ca hng Lifestyle. c bit trong thi gian gn y Safeway ang ch trng vo cc ca hng kinh doanh trc tuyn. Cc ca hng chng t cam kt ca Safeway n cht lng, c bit l trong mt hng thc phm d h hng. Cc ca hng c thit k li nhanh chng vi thit k ni tht earthtoned, nh sng du, sn nh ty chnh, mn hnh c nh c o v cc tnh nng c bit khc to ra mt bu khng kh m p, hp dn m Safeway tin rng tng cng ng k kinh nghim mua sm. Cui nm 2010, 1.439 ca hng tr thnh ca hng Lifestyle. Vi 1694 ca hng phn b rng khp Hoa K, 85% cc ca hng l ca hng Lifestyle to ra mt s la chn hon ho cho khch hng khi c nhu cu tiu dng. c. Ngun k thut
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Safeway l mt ngi nh ca cc thng hiu :Safeway c mt lot thng hiu sn phm rt ni ting. Mc tiu chin lc c xc nh cho mi thng
hiu. Safeway c li cho bn rt mnh cho cc thng hiu tiu dng dnh ring cho nhng nhu cu mua sm a dng ng thi xy dng lng trung thnh i vi Safeway. Danh mc sn phm ca Safeway l cc sn phm c o c xy dng cung cp sn phm cht lng cao v mt s tri nghim khc bit cho ngi mua hng ca Safeway. Nhn hiu ca Safeway phn thnh bn loi: Core, Expertise, Aspirational v Wellness. Core: Cc thng hiu Safeway l thng hiu tiu dng ln nht vi hn 4.000 mt hng trn 350 chng loi khc nhau, t ng cc hay m xo n cht kh trng, bt git. Expertise: gm c cc thng hiu nh Lucerne , Snack Artist, Taglio,. Thng hiu Lucerne l thng hiu ca cc sn phm cht lng lm t sa c a vo t nm 1904. N c th c tm thy trong 19 chng loi, cung cp hn 400 mt hng nh sa, sa chua, kem v trng. Snack Artist l dng sn phm mi ca Safeway vi cc mt hng thc n nhanh m Safeway a ra trong nm 2010 mang li hng v hp dn tuyt vi ng thi vn gia tng gi tr cho khch hng. Thng hiu Primo Taglio l mt dng y cc loi tht v pho mt cao cp, tt c u c lm th cng. Primo Taglio c khng c cht n, cht gn Primo
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kt, hng v nhn to hoc bt ngt. N c a ra vo nm 1999 v c hn 100 mt hng. Aspirational: gm c cc thng hiu nh SELECT , Ranchers Reserve Tender Beef, Signature Cafe, BISTRO Cc gii thng ca Safeway ginh cho nhn hiu SELECT . y l nhn hiu ca nhng sn phm bn chy nht c cht lng vt tri. T nm 1993, hng trm sn phm c pht trin theo thng hiu SELECT, bao gm c cc loi salsa c o, x lch ng bao, mn khai v ng lnh, m v nc st, du liu, bnh m, c ph v mn trng ming. Hin nay, c hn 500 mt hng trong khong 60 chng loi. Thng hiu Signature Cafe cung cp mt lot cc mt hng nh bnh m, sp, salad, mn n ph v cc loi tht nu chn trc nh bnh m tht, g nng. N cng cung cp mt lot cc ba n, l gii php dnh cho nhng ngi bn rn. Wellness gm c cc thng hiu nh Organic, Eating Right, Bright Green. Trong thng 12 nm 2005, Safeway ln u tin gii thiu nhn hiu "wellness", O Organics. Tt c cc sn phm O-Organics qua cc tiu chun nghim ngt ca chnh ph lin bang t cc trang tri n cc giai on ch bin v x l. Trong ma xun nm 2007, Safeway gii thiu cc sn phm O Organics cho em b v O Organics cho tr mi bit i, cung cp mt dng sn phm b ch, ngon lnh gi c phi chng cho tr em. Eating Right , thng hiu ca cc sn phm cho ngi tiu dng c thc v sc khe, ra mt trong qu th hai ca nm 2007. Cc sn phm Eating Right kt hp gia hng v tuyt vi vi hiu qu dinh dng v m t mt h thng biu tng c o v cc cht dinh dng gip ngi tiu dng nhanh chng xc nh cc thuc tnh sn phm m h tm kim. Dng sn phm bao gm hn 230 hng v hp dn tuyt vi, em li cho khch hng nhiu s la chn. Thng hiu Bright Green l thng hiu ca cc sn phm chm sc gia nh c a ra trong thng 10 nm 2008 nh mt gii php c hiu qu cao vi gi c phi chng cho tt c mi ngi chm sc cho ngi nh ca h v ng gp cho mt cng ng khe mnh. Hin ti thng hiu Bright Green c hn 30 mt hng bao gm sn Nhm: Safeway Trang 49
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phm lm sch vi nguyn liu c ngun gc t nhin vi sn phm giy c ti ch 100% v cc bng n c hiu qu nh sng cao. Trong thng 11 nm 2010, Safeway gii thiu dng Open Nature 100% thc phm t nhin, l dng sn phm dn o ca Safeway trong ngnh cng nghip bn l thc phm nh l mt nh ci cch trong vn sc khe v dinh dng. Vi vic a ra nhng dng sn phm hu c nh Organic, Eating Right em li nhiu phn ng tch cc, doanh s bn hng tng ln r rt em li li nhun hng triu la cho Safeway. Thng hiu l ti sn qu gi m cng ty xy dng qua nhiu nm hot ng v pht trin. Vi mt thng hiu mnh gip cng ty c th d dng trong vic thc hin bnh trng th trng cc quc gia khc, to c nim tin vi khch hng. V xy dng c mt thng hiu mnh v c uy tn vi cc bn hu quan, cng ty cng phi tri qua mt thi gian nghin cu v pht trin lu di nn cc i th cnh tranh hin ti khng th d dng bt chc v cng kh khn hn vi cc i th tim tng. 2. Ngun lc v hnh a. Nhn s Nhn vin l ti nguyn c gi tr nht ca Safeway. Safeway phn u duy tr mt lc lng lao ng cn bng v tm kim cc nhn vin iu kin nht t tt c cc phn khc ca cng ng h phc v. Safeway cng h tr cc nhm ti nguyn ca nhn vin, lm tng s tham gia ca nhn vin, cung cp cc c hi kt ni mng v t vn, v gip nhn vin kt ni vi cng ng. Khong 80% nhn vin ca Safeway c cam kt bi cc tha thun thng lng tp th. h tr tng trng chuyn mn, nghip v Safeway cung cp c hi pht trin tt c nhn vin. Safeway khuyn khch nhn vin tham gia Chng trnh Gio dc chuyn nghip v Hng nghip (PACE), kt hp gio dc lp hc vi kinh nghim lm vic v h tr mt phn chi ph kha hc ca bn. Qun l ca hng l mt nhm thit yu v quan trng ca cc nh lnh o iu hnh hot ng hng ngy ca Safeway. Qun l ca hng tim nng c la chn t tr l ca hng qun l hiu sut cao, qun l ca hng iu kin bn ngoi, nhn vin ca hng v cc ng c vin bn ngoi khc. Safeway pht trin mt chng trnh tuyn Nhm: Safeway Trang 50
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dng nhn s tuyn dng v o to nhn vin c s sau khi h tr v t hot ng thi hnh cng v. ng c vin qun l ca hng c o to chuyn su v chin lc, lnh o, hot ng ca hng, bo co phn tch v s nhy bn trong kinh doanh ti chnh. Safeway o to v pht trin cc chng trnh c thit k cung cp cho c nhn vi mt nn tng vng chc thc hin tt nht ca h v tr hin ti ca h, v chun b cho h cc c hi trong tng lai. Tt c mi n lc, c gng ca Safeway nhm mc ch to mt mi trng lm vic tt nht cho nhn vin v cp qun tr. Vi mt i ng nhn vin c tuyn chn k lng da trn nhng tiu chun nht nh cng vi cc chnh sch o to nhn vin bi bn, Safeway to ra cho mnh mt ngun lc ng gi c kin thc chuyn su v ngnh bn l, am m cng vic. " Safeway cung cp mt mi trng nng ng, tc nhanh v y nng lng. Chng ti c nhn vin ti nng, ngi gii quyt nhng thch thc c o v c cung cp c hi ng k m cng nhau hon thnh nhim v v hp dn ngh nghip trong nhiu lnh vc." Russ Jackson Sr. Ph Tng thng, ngun nhn lc b. Ngun danh ting Danh ting vi khch hng: i vi nhiu ngi M Safeway l ng ngha vi "i n cc ca hng tp ha". Safeway iu hnh cc cng ty siu th khu vc, bao gm c cng ty Vons (Ch yu l min Nam California), Thc phm Finer ca Dominick (Chicago), Thc phm Carr-Gottstein (Nh bn l ln nht ca Alaska), Gia nh Genuardi (ng Hoa K), v Th trng thc phm ca Randall (Texas). Safeway s hu tp ha ca hng bn l trc tuyn GroceryWorks.com . Bn ngoi nc M, Safeway s hu 49% ca Casa Ley, hot ng khong 185 thc phm v cc ca hng lot min ty Mexico. Safeway tin rng xy dng mt danh ting tuyt vi cho cc sn phm cht lng cao, Safeway m bo rng s em li gi tr tng xng vi nhng g m khch hng b ra. Vi nhng iu trn, Safeway tr thnh tp on bn l gn gi, thn thin vi thng hiu ni ting v cc sn phm cht lng cao nhng gi c hp l ca mnh. iu ny gp phn lm doanh thu bn hng ca Safeway tng trong nhng nm gn dy. Nhm: Safeway Trang 51
QTCL_02 Dec 11
GVHD: T.S NGUYN XUN LN Dec 10 Dec 09
Doanh thu Thu nhp thun sau thu
43,630.2 518,2
41,050.0 590,6
40,850.7 (1,097.5)
c bit, ngy 18 thng 4 nm 2005, Safeway bt u mt chin dch thng hiu ti nh v vi tng gi tr l $ 100,000,000 c nhn "Thnh phn cho cuc sng." iu ny c thc hin trong mt n lc phn bit t cc i th cnh tranh ca n, v tng s tham gia ca thng hiu. Steve Burd - Ch tch v Gim c iu hnh ca Safeway m t n nh l "xy dng thng hiu kinh nghim mua sm". Vic ra mt bao gm mt thit k li biu tng , mt khu hiu mi "Thnh phn cho cuc sng" cng vi vic cc ca hng c nh dng li theo m hinh Life style- Ci nhn mi c thit k bi Thit k da trn PPC Michigan lm doanh s bn hng tng gp i so vi nhng g Safeway thng trong m tup truyn thng. Doanh s bn hng tng thm 23% v trong nm 2005, ti cc ca hng m ca trong ba nm, doanh s bn hng tng 35%. Qua y ta c th thy rng nhng n lc ti nh v thng hiu ca Safeway c nhng thnh cng bc u. Khch hng la chn cc sn phm ti h thng ca hng Life sryle tng qua cc nm. iu ny c chng minh qua s tng trng doanh thu. Vi cng ng: Danh ting ca Safeway th hin trch nhim x hi ca n , lun hot ng v cng ng , bo v mi trng. Nhng n lc gip ca Safeway tp trung vo cu tr nn i, gio dc, y t, dch v chm sc sc khe con ngi c bit l ngi khuyt tt cng vi vic xy dng mt mi trng tt hn, gim thiu cc tc ng lm nh hng n cng ng bng cch: xy dng nhng trung tm mua sm s dng ngun nng lng gi, nng lng mt tri, s dng phng tin vn ti tit kim nhin liu gim kh thi, ghi nhn nhng n lc bn vng ca n v cc sng kin khc, Safeway c Vin Ethisphere chn l mt trong nhng cng ty o c nht th gii nm 2009. Bn cnh Safeway cn to iu kin cho ngi dn ti cng ng h phc v c c Nhm: Safeway Trang 52
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hi tri nghim, tm hiu, hc hi kin thc v ngnh cng nghip bn l. Mi ma h, Safeway m ca cng ty cho n n em hc i hc v cao nin. Bn s hp tc vi i ng qun l Safeway. Thc tp sinh c giao cho cc d n thc t, trong khi xy dng kin thc ca h v hot ng ca cng ty trong ngnh cng nghip bn l. Chng trnh thc tp ma h ko di t thng su n thng tm. Cc lnh vc chuyn mn ca c hi c th bao gm chui cung ng, tip th, CNTT, phn tch ti chnh, K hoch v cc phng ban khc. iu ny gp phn nng cao thng hiu Safeway trong lng cng ng h phc v c. Cc ngun sng kin Cng ty lun khng ngng ci tin sn phm, dch v cng nh m hnh kinh doanh mi nhm em li s hi lng tt hn cho khch hng cng nh s vn hnh hiu qu ca cng ty. ng ch nht phi k n tng ti nh v thng hiu Thnh phn cuc sng v s ra i ca m hnh ca hng Life style em li cho khch hng nhng tri nghim mua sm mi. Bn cnh , nm bt c xu hng ch trng n sc khe ca con ngi, Safeway cho ra i dng sn phm O - Organics. Bao gm hn 150 sn phm khc nhau, t thc phm ng gi sn xut, O - Organics to ra nhiu hn 160$ triu doanh s bn hng nm. Cc dng sn phm O Organics ng gp mt phn khng nh vo vic Safeway c tp ch y t ca M chn l mt trong nhng ca hng tp ha lnh mnh do vo cui nm 2007. Nm 2001, Blackhawk Network- mt cng ty con ca Safeway Inc l mt nh cung cp hng u ca cc khon thanh ton thu bao tr trc v sn phm ti chnh cho ngi tiu dng v doanh nghip c thnh lp. 2. Kh nng tim tng Kh nng qun l nhn vin : Cc nh qun l ca Safeway tun th cc nguyn tc o to : - Chng ti nhn ra rng nhn vin l ti sn quan trng nht. - Chng ti tuyn dng v khen thng nhn vin mt cch cng bng v xng ng. - Chng ti nui dng mi trng lm vic tch cc xy dng trn s tn trng ln nhau v tnh chuyn nghip. - Nhn vin ca chng ti cng c v s c hi pht trin c nhn v chuyn nghip.. Nhm: Safeway Trang 53
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- Chng ti c mt s nh gi mnh m cho s a dng ca ngun gc v c im ca tng c nhn. Vi nhng nguyn tc trn, Safeway to cho nhn vin mt ngun ng lc ln gip h lm vic tt hn, t vn cho khch hng trong vic mua sm, thc y qu trnh bn hng ngy cng pht trin hn. im mnh ca Safeway l vic s dng mt lc lng lao ng phn nh cng ng a dng ni m n hot ng. "Chng ti c mt i ng bao gm nhng ngi t tt c cc chng tc, tn gio v ngun gc dn tc", GH Burd ni. "H mang n cho ni lm vic mt lot cc phong cch, kh nng v k nng." Safeway: Rn k nng, pht trin cc nh lnh o Chng ti khuyn khch hc tp lin tc v pht trin ngh nghip cho tt c cc nhn vin ca chng ti. Chng ti cung cp o to cho hu ht cc nhn vin ca chng ti thng qua mt kt hp ca lp hc ging dy, hc tp da trn web v o to vic lm. T nm 2007, chng ti tng cng u t ca chng ti trong vic pht trin lnh o. Trong nm 2010, chng trnh o to Multiday c tin hnh bi Gim c iu hnh v i ng lnh o cp cao. Kinh nghim ging dy trong lp tng cng bi cc nhm tho lun bn trn. Mt trang web cung cp hng dn thm thng qua vn bn, video v podcast. nh gi l mt cch quan trng l chng ti s gip nhn vin pht trin k nng v tin b dc theo con ng s nghip ca h. Nhiu chng trnh pht trin ca chng ti, bao gm c qun l hot ng ca chng ti v h thng nh gi, by gi tn dng mt tp hp chung cho tho lun v nh gi lnh o. Song song vi vic o to k nng cho nhn vin, Safeway cn ch trng chm sc sc khe nhn vin cng nh lnh o. Mt cng ty khe mnh bt u vi cc nhn vin khe mnh. Live Life, Live Long, Live Well - chng trnh gip nhn vin ca chng ti v gia nh ca h qun l tt c cc kha cnh ca sc khe ca h. Nm 2010, chng ti hp tc vi Shape Up quc gia to ra Safeway JumpStart Challenge, mt cuc cnh tranh chm sc sc khe t nguyn nhm gip nhn vin khe mnh, thay i li sng lu di. Kt qu mang li : Nhm: Safeway Trang 54
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- Tng nng sut trn 10% mi nm bng cch sp xp k nng ca nhn vin b cho cc v tr thch hp. - Gim tiu hao hn 10% mi nm bng cch cung cp o to thch hp v tng s hi lng ca nhn vin CNTT. - Pht hin tch hp vo nhn vin nhn s mi c t nh gi v pht trin ng dng chuyn nghip. - 30% nhn vin tng ht thuc ngng s dng thuc l. - S lng nhn vin c xem l bo ph gim 5%. - 40% ngi tham gia chng trnh khng kim tra huyt p trong nm 2008 thng qua cc sau nm. - 17% nhng ngi tham gia khng kim tra cholesterol nm 2008 c thng qua trong nm 2009. Kh nng pht trin thng hiu ring: L mt trong nhng cng ty bn l ln th ngoi vic bn cc sn phm ca cc cng ty khc nhau, Safeway cn to ra cho mnh nhng thng hiu ring p ng nhu cu con ngi nh: O Organics (thc phm hu c); Lucerne (cc sn phm t sa); Signature Cafe (thc n) Vi vic nhn mnh pht trin thng hiu ring a Safeway n vi nhiu khch hng hn, nhn mnh n. ng thi mng li kt qu kinh doanh kh quan cho Safeway. Kh nng nng cao cht lng h thng phn phi: i vi ngnh bn l th h thng ca hng l mt yu t rt quan trng. l khng gian m khch hng tip xc vi doanh nghip bn l. V vy, vic ch trng vo h thng ca hng l mt iu cn thit. Safeway bt u chuyn i cc ca hng tp ha ca mnh theo m hnh mi "Life style" vo nm 2004. Cc ca hng truyn thng c 44.000 feet vung khng gian bn hng v cc ca hng mi s c 61.000 feet vung khng gian lu tr . Ngoi ra cc ca hng ny c trang tr hp dn vi bu khng kh m p v nh sng nh nhng, hng ha trng by thun tin, b sung trong ca hng cc quy Starbucks (vi cupholders trn xe hng tp ha) cng vi i ng nhn vin chuyn nghip trong nhng Nhm: Safeway Trang 55
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b ng phc p mt s em n s hi lng cho khch hng khi tri nghim mua sm ti Safeway. Kh nng qun l kho: m bo cht lng hng ha lu kho, Safeway p dng phn mm qun l Whistle - mt trong nhng h thng mnh nht hin nay v qun l kho (WMS). Whistle c thit k tch hp hon ton vi phn mm k hoch ngun lc doanh nghip (ERP) hin ti ca cng ty. N khai thc sc mnh ca h thng ERP hin ti ca cng ty v cung cp mt phng php nhanh chng, hiu qu v d dng qun l cc giao dch nh kho. Whistle WMS thu thp d liu thi gian thc gim th tc giy t v ci thin ng k qu trnh lp k hoch ca Safeway bng cch loi b cc d tr an ton qu mc v tnh trng thiu hng tn kho. Whistle cng gip ti u ha khng gian nh kho v loi b tn tht t sn phm ht hn. Nng lc ct li ca cng ty : Bng tng hp nh gi ngun lc v kh nng: Khng th thay th C Bnh ng Li th cnh tranh bn vng Bnh ng Li th cnh tranh tm thi Kt cc
Nng lc ct li Nhn s Ngun danh ting Cc ngun
ng gi C
Him
Kh bt chc Khng
Khng
C sng kin Kh nng PT thng hiu ring
Khng
Khng
Khng
Khng
Khng
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QTCL_02 Kh nng QL nhn vin Kh nng qun l kho Kh nng PT CL h thng phn phi
GVHD: T.S NGUYN XUN LN Li th C C C C cnh tranh bn vng C Khng Khng Khng Bnh ng
Khng
Khng
Khng
Bnh ng
Da trn qu trnh phn tch cc ngun lc v kh nng tim tng, ta c th thy Safeway c 2 nng lc ct li : Ngun danh ting . nh gi: ng gi: Tt c nhng iu trn lm ci tn Safeway n vi nhiu kh ch hng hn, lu gi trong tm tr khch hng mt hnh nh tch cc v Safeway, bo v th phn trc i th cnh tranh. Him: Danh ting ca cng ty c to nn thng qua mt qu trnh pht trin lu di bng vic cung cp cc sn phm, dch v vt tri cng vi cc hot ng trch nhim cng ng cao. V vy c c s nh gi uy tn t pha cc bn hu quan c bit l pha khch hng l ti sn to ln. Kh bt chc: c c v th v danh ting nh hm nay l c mt qu trnh xy dng pht trin y kh khn ca Safeway m khng phi bt k doanh nghip no cng lm c. Khng th thay th: Danh ting m Safeway to dng nn trong nhiu nm qua l mt ngun lc v gi m khng c g c th thay th c. N gip Safeway thu ht ngun nhn lc cht lng cao, huy ng ngun ti tr t cc t chc ti chnh, s h tr ca chnh quyn trong , thm nhp th trng cng nh vic t c nim tin vng chc ca khch hng. Kh nng qun l nhn vin. => nh gi: Nhm: Safeway Trang 57
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GVHD: T.S NGUYN XUN LN ng gi: Qun l tt ngun nhn lc l mt trong nhng yu t quan trng
cho s thnh cng ca cng ty. o to ngun nhn lc da trn nhu cu v vn ha t chc m bo mt nn mng vng chc v nhn s cho cng ty. Him: Mt cch thc qun tr ni b hiu qu v kh nng tng tc ln gia cc nhn vin, gia nhn vin v cp trn to ra mt i ng nhn lc trn y nhit huyt, sn sn cng hin, to dng mt vn ha mang bn sc ring ca Safeway. Kh nng qun tr ny gip cho cng ty c c mt c cu cht ch ni b cng nh h tr thc thi chin lc. Kh bt chc: Vn ha ring ca mi t chc lun song hnh cng vi qu trnh ca t chc, l nt ring c ca mi t chc m khng phi bt c doanh nghip no cng c c. Hn na, kh nng qun tr l mt yu t thuc v k nng ni ti ca cc cng ty. L iu m cc i th cnh tranh khng bao gi c th bt chc c . Khng th thay th: V chnh kh nng qun tr gip Safeway to ra c mt nng lc cnh tranh thc hin cc hot ng chnh so vi cc tp on khc trn th gii. III. PHN TCH CHUI GI TR Safeway l mt nh bn l ni ting vi a dng cc chng loi sn phm. Vi tuyn b trong s mnh ca mnh l tp trung vo khch hng, tm kim s trung thnh ca khch hng, Safeway lun c gng em li gi tr cao cho khch hng thng qua cc hot ng ca mnh. 1. Cc hot ng chnh 1.1 Hot ng bn hng v marketing Tip th v bn hng c th lm tng gi tr m khch hng nhn thc c trong sn phm, dch v m cng ty cung cp. Safeway nhn bit c iu ny v vy, Safeway c gng cung cp dch v khch hng tt cho khch hng. Safeway hin ang tng gi tr dch v giao hng ti nh cho khch hng: ci thin nhng bi u xe ca cc c s, thu gom xe y. Safeway tng thm gi tr ca khch hng bng cch tit kim thi gian cho h thng qua vic thc hin tt mt h thng xe Nhm: Safeway Trang 58
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y, gi cho chng gn gng v cho php khch hng n v ra nhanh hn, cng nh lm cho cc phng tin sn v nhanh hn c c tim nng tng thm gi tr. Nh n vin bn hng ca cng ty c tham gia o to h tr tng trng chuyn mn, nghip v nn rt chuyn nghip trong cng tc bn hng, hng dn khch hng nhit tnh v ci m.
Cc ca hng v siu th u c trang tr p mt v thun tin gn trung tm thnh ph, ca hng c b tr gn gng, li i rng, cc sn phm a dng rt d tip cn trong vic la chn nn to ra s d dng cho khch hng trong vic la chn sn phm. Bn cnh cc knh bn hng trc tuyn ra i gip cho khch hng tit kim c thi gian trong qu trnh mua hng. y l chnh sch nhm gia tng thm s quan tm ca ngi tiu dng, nh v c thng hiu ca cng ty trong lng khch hng.
Hot ng chm sc khc hng i vi mt doanh nghip l mt hot ng nhm to nim tin cng nh gii quyt tt cc vn ny sinh gia vic cung cp sn phm cng nh dch v ca cng ty i vi khch hng ca n. Safeway xy dng mt h thng tip nhn cc khiu ni ca khch hng nhm gii quyt cng nh tm ra cc vn trong hot ng ca n, khc phc ngy cng tt hn. Safeway tip nhn phn nn ca khch hng mi lc di mi hnh thc. Cng ty thit k mt ng dy trc tip thu Nhm: Safeway Trang 59
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thp cc kin phn hi ca khch hng. Nhng bnh lun v yu cu c th c chuyn tip n Safeway bng cch gi email qua cc n v Truyn thng ca doanh nghip. Safeway gii quyt mi vn v lun lm cho khch hng hi lng v lun c cm gic rng h l nhng ngi chin thng trong mi tnh hung.
Cng ty xy dng i xe vn ti v nhn vin nhanh chng a hng n vi khch hng. Mi thng cng ty s tng kt kim tra cht lng phc vu sau bn hng ca nhn vin. Khch hng cn c cung cp th mua sm Safeway Club. Vi th Club bn c th tit kim khi mua sm trc tip trn tt c cc ca hng v bt c lc no bn mua sm trc tuyn ti Safeway.com. Th thnh vin Safeway Club cho php bn tn hng tt c c bit chng trnh khuyn mi tit kim tin. Vic thanh ton c t chc rt mau l, thi phc v chu o khin cho khch hng c tm l rt thoi mi khi i mua hng. M hnh kinh doanh a dng, c nhn hiu ring. Lun n lc tm hiu nm r nhu cu ca khch hng, a ra nhng sn phm ph hp vi nhu cu khch hng. 1.2 Hot ng sn xut Trong nm 2011, doanh thu rng ca Safeway tr li tng trng vi mc tng 35,1% so vi nm trc. C c kt qu trn l s n lc khng ngng sn xut. Cc chc nng sn xut ch yu ca Safeway l mua hng, sn xut v x l nhn hng ha t nhn c bn trong cc ca hng. Nhn hng ha t nhn ca Safeway c sn xut trong cng ty thuc s hu nh my v s cn li c mua t cc bn th ba. Khong 23% hng ha nhn hiu ring ti Safeway c sn xut trong nh my thuc s hu ca cng ty. iu ny gip ci thin qun
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l hng tn kho cng vi ct gim chi ph ng gp vo s ci thin li nhun hot ng cho cng ty. Khi Safeway la chn thay th cc ti nha thng thng, cng ty cung cp cho khch hng cc loi ti ti s dng. Gim lng kh thi cacbon, i xe vn ti chuyn sang dng du DiezenSinh hc, s dng nguyn liu sch. y l bin php nhm gim c lng kh thi ra bn ngoi. iu ny gip Safeway khng nh rng bn cnh cung cp cho khch hng sn phm tt cng ty cn gp phn bo v mi trng . Cng ty o to cc chuyn gia v dinh dng lnh mnh v ch n c bit hng tun a ra cc mn mi cng phn tch hm lng dinh dng. Nhm t vn cho khch hng nhng iu b ch gip h chn nhng sn phm thch hp m bo ch dinh dng hp l. Cng ty cn thc hin cc i gim st nhm theo di qu trnh sn xut sn phm ngn chn vic sn xut nhng sn phm khng ng cht lng c nhiu ha cht c hi nguy him sc khe con ngi. 2. Cc hot ng h tr 2.1 Hot ng R& D p ng nhu cu khch hng mt cch tt nht, Safeway khng ngng nghin cu v pht trin nng cao, ci tin cht lng sn phm v dch v. Nm 2005 Safeway gii thiu dng sn phm chm sc khe u tin OOrganic, y l dng thc phm v ung hu c ngon lnh, b dng vi gi c phi chng. Khi cng ty a ra dng sn phm ny rt c ngi tiu dng rt thch th v a chung. Vo nm 2007 Safeway cng tung ra dng sn phm thc phm hu c Eating Right vi hm lng cht dinh dng cao. Tip nm 2008 Thng hiu Bright Green c ra i, l thng hiu ca cc sn phm chm sc gia nh c a ra nh mt gii php c hiu qu cao vi gi c phi chng cho tt c mi ngi chm sc cho ngi nh ca h v ng gp cho mt cng ng khe mnh. Jim Seiple tn dng 35 nm trong ngnh cng nghip thc phm dnh cho nghin cu v pht trin b sung thng hiu mi nht ca Safeway l thng hiu c Nhm: Safeway Trang 61
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quyn v thc phm dnh cho sc khe v chm sc sc khe, Open Nature vo nm 2010. Tt c cc dng sn phm t nhin ny cung cp mt lot cc thc phm t nhin trn nhiu danh mc, khin cho ngi mua d dng la chn hn bao gi ht cc loi thc phm t nhin trong mi ba n. Jim v nhm nghin cu ca Safeway xem xt cn thn tt c cc thnh phn c s dng trong cc sn phm Open Nature xc nh chng bt ngun t u, ni no m bo rng cc thnh phn thuc sn phm Open Nature p ng tiu chun cao ca Safeway. 2.2 Qun tr ngun nhn lc Th mnh ca Safeway l cung cp nhiu c hi thng tin v pht trin trong cng vic ni b v s nghip ca nhn vin. Cng ty lun lun t vn con ngi lm ct li cho s pht trin v phn thnh ca cng ty. Hng nm cng ty lun t chc cuc kho st i vi nhn vin v nh qun tr ca cng ty. Ngun nhn lc ti Safeway c bo m v s lng cng nh cht lng bi cng ty lun khuyn khch hc tp lin tc v pht trin ngh nghip cho tt c cc nhn vin. ng thi cung cp cc chng trnh o to cho hu ht cc nhn vin thng qua mt s kt hp gia vic ging dy trong lp hc, hc tp trc tuyn v hun luyn cng vic T chc nhiu chng trnh cho cc thc tp sinh - ngun nhn lc tng lai ca cng ty nh: - Chng trnh Summer Internship Khong 9 n 12 tun mi ma h, Safeway m ca cng ty cho n cc sinh vin thc tp. Khng nhng to c hi cho sinh vin bit c s th v ln tnh cnh tranh ti tr s cng ty Pleasanton, California, ng thi n cng cho sinh vin mt c hi hc hi t cc nh lnh o ca cng ty. Thc tp sinh s c hp tc vi i ng qun l ca Safeway, c giao cho cc d n thc t, ng thi xy dng, cng c kin thc ca sinh vin v hot ng ca cc cng ty trong ngnh cng nghip bn l. Cc thc tp sinh cng s nhn c mt ci nhn tng quan tng tc ca cng ty thng qua cc bi tp, phn trnh by ca gim c iu hnh cp cao v cc chuyn i thc t ti c s sn xut v cc trung tm phn phi. Vo cui ca chng trnh, mi thc tp sinh s c c hi trnh by d n trong ma h m h thc hin vi ban iu hnh. Nhm: Safeway Trang 62
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L chng trnh dnh cho sinh vin va mi tt nghip ang lm ti mt c s kinh doanh ca Safeway, l chng trnh o to v pht trin trong vng 12 thng to cho h cc c hi hc hi v thng tin trong cng ty. Cc nh phn tch s h tr trong sut qu trnh vi vai tr t vn chnh thc gip xy dng s nhy bn ti chnh v k nng thit lp cn thit thnh cng. C hi ny s cho php cc hc vin lm vic trong t chc Lp k hoch & Phn tch ti chnh v gip pht trin cc chin lc v phn tch m rng cng vic kinh doanh. c xy dng thu ht ng c vin hng u, chng trnh lnh o ti chnh cung cp nhiu kinh nghim phong ph trong vic pht trin s nghip ca cc sinh vin. Sau khi hon thnh thnh cng chng trnh o to, cc hc vin s c sp xp vo cc vai tr khc nhau trong cc b phn kinh doanh ca cng ty. => Cc chng trnh cung cp mt con ng tt, an ton gip cho hc vin tr thnh nh kinh doanh. Bng cch thc hin cuc phng vn v nh gi mt nng khiu, bn c th c chp nhn vo chng trnh o to. Hon thnh chng trnh m bo pht trin chuyn nghip v trang b cho cc hc vin vi cc k nng linh hot bt u s nghip ca chnh mnh. Safeway to c hi cho nhn vin th hin bn thn, to cho h c c hi thng tin trong con ng ngh nghip ca mnh. Hin ti phn ln cc nh qun l ca Safeway l c thng tin t bn trong. i vi Safeway th to c hi cho nhn vin c th thng tin t bn trong khng ch gip cng ty xy dng c mt h thng lnh o lu di m cn gip cng ty duy tr nn vn ha v to ra li th cnh tranh bn vng cho cng ty. Chnh vi chnh sch qun tr nhn s m Safeway to ra c mt i ng nhn vin trung thnh v y nhit huyn vi cng ty, xem cng ty nh l mt gia nh ca mnh. V chnh vi i ng nhn vin nh vy, n gip Safeway to ra c mt nng lc cnh tranh thc hin cc hot ng chnh so vi cc tp on khc trn th gii. Nhm: Safeway Trang 63
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=> Vi chng trnh o to, Safeway s c c i ng nhn vin c k nng cao, lm vic nhanh hn, hiu qu hn. em n cho cng ty nng sut gn vi li ch v hiu qu. 2.3 H thng thng tin Khoa hc cng ngh pht trin, cc cng ty, tp on hot ng trong cc lnh vc ca nn kinh t khng ngng ng dng nhng tin b ca Khoa hc k thut vo cc hot ng ca h nhm hot ng c hiu qu hn, nhanh chng hn, v mt phn no tit kim chi ph. Vi t l s dng Internet, in thoi di ng, v giao dch ngn hng in t trn u ngi cao hn bt k quc gia no trn th gii, Hoa K c mt c s h tng thng tin m bo cho vic hoch nh tng lai ca mnh. Safeway p dng thng mi in t trong kinh doanh p ng nhu cu khch hng. Safeway pht trin trc tuyn thng tin lin lc khch hng v chui cc trang web kinh doanh trc tuyn. Kt qu l ci thin s hi lng khch hng ( s lng khch hng than phin gim xung), doanh thu tng ln trong nm.Safeway t c v tr quan trng trong vic bn hng trc tuyn nhng mt hng thit yu thng qua nhng ca hng trc tuyn: http://www.safeway.com, http://www.randalls.com, http://www.vons.com, http://www.tomthumb.com, http://www.dominicks.com, http://www.genuardis.com,
http://www.pavilions.com, http://www.carrsqc.com Safeway c b phn Cng ngh Thng tin (IT) h tr cc mc tiu kinh doanh nh gia tng ca doanh s bn hng, gim chi ph v to hiu qu cao hn m cui cng nng cao kinh nghim ca khch hng ni chung. Cc b phn IT lm vic vi cc n v kinh doanh khc pht trin v thc hin cc gii php cng ngh p ng mc tiu kinh doanh. Cc b phn IT lm vic vi cc n v kinh doanh khc pht trin v thc hin cc gii php cng ngh p ng mc tiu kinh doanh. B phn cung cp gii php bao gm tt c cc lnh vc kinh doanh ca Safeway bao gm tip th, bn l, chui cung ng, thng mi in t, iu hnh v tnh bo kinh doanh. Safeway iu hnh mt trung tm d liu Salt Lake City, Utah v mt trung tm Phoenix, Arizona. Mi trung tm d liu u cung cp nhng thng tin quan trng v c trang b hot ng nh mt h thng back-up trong trng hp xy ra s c. 2.4 Qun tr thu mua Nhm: Safeway Trang 64
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Safeway c gng duy tr mc ca s la chn ca ngi tiu dng trong lu tr, trong vic nng cao hiu qu ca h thng phn phi ca n. Trong vic p dng mt th tc lin quan n kim sot cht lng hng ha b h hi v sn phm, n cung cp mt c hi tuyt vi gim chi ph.
D. PHN TCH CHIN LC

I. PHN TCH CHIN LC CP CNG TY Safeway theo ui nhiu chin lc thng qua cc hot ng lin doanh, mua li, t u t to ra gi tr cho khch hng v pht trin. Sau y l cc chin lc cp cng ty m Safeway s dng em li hiu qu, to ra gi tr cao nht v duy tr cc li th cnh tranh. 1, Chin lc tp trung kinh doanh lnh vc thc phm Safeway kinh doanh trn nhiu lnh vc, trong thc phm l lnh vc kinh doanh quan trng v mnh nht ca cng ty. Nhng hnh ng chin lc l: Lin doanh
Nm 1979, gia nh Ley, ch s hu mt chui siu th Casa Ley, thnh lp mt lin doanh bn l vi Safeway. ng c ban u cho vic to ra lin doanh bn l l to ra ti chnh cho Casa Ley v tip cn th trng Mexico cho Safeway. Nhu cu ca Casa Ley l c mt i tc ti chnh mnh m xut hin gip Ley vt qua nhng hu qu ca mt s ph gi ln ca ng peso. Safeway c mt mi quan tm chin lc a dng ha quc t, nhng php lut Mexico hn ch s hu nc ngoi trong h thng phn phi n Mexico n 49%. Safeway cng cn mt i tc Mexico tm hiu thc tin kinh doanh a phng, c bit l cho cc m hnh chnh tr v th ch ca khu vc cng cng can thip trc tip trong sn xut thc phm v h thng tip th. Ngoi ra, Safeway khng c chuyn mn tip th cn thit n vi ngi tiu dng cnh tranh trong lnh vc siu th mi pht trin Mexico. V mt lin doanh ring bit c to ra v cc ca hng mi c m ra. Safeway ban u s hu 49% c phn, nhng v tr ca n tng n 50% nm 1989 khi Mexico sa i quy nh u t nc ngoi.
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n nm 1998, vi nhng n lc ca c hai bn, Safeway pht trin n 73 siu th trn khp pha Ty Bc Mexico. Tng trng c ti tr hon ton bng cch ti u t li nhun lin doanh. Cc lin doanh c duy tr thnh cng bi v mc tiu ban u c p ng v cc cng ty tip tc thch ng vi cc siu th nng ng Mexico, mi trng kinh t v m v chnh sch chung. Safeway tip tc c hng li t s hot ng v phn khc th trng ca Casa Ley trong khi CasaLey ginh c nhng chuyn mn ca Safeway trong h thng k thut, cc cu trc hnh chnh v doanh nghip. Vic phn phi li ch c chp nhn cho c hai bn, quyn lc thng lng tng i cn bng gp phn vo mt quan h bn vng, bt chp nhng thay i trong khun kh th ch / chnh tr m by gi cho php v n gin ha trong vic u t trc tip vo nc ngoi trong lnh vc bn l thc phm. Tuy vy mi lin minh gia Safeway v Ley tht bi. Hai i tc khng thnh cng trong vic duy tr mt lin doanh gia theo hng chiu dc gia Safeway v hot ng sn xut rau ca gia nh Ley. Mc tiu l khng ph hp khi mt bn tp trung vo cn nhc ngi trng rau, trong khi mt bn khc tp trung vo nhu cu ca n nh l mt nh bn l. Nhn thy vic mua hng trc tuyn ngy cng pht trin mnh m, Safeway vi ch yu l chui cc ca hng truyn thng nn Safeway rt qu an tm v tm cch pht trin hnh thc ny. n thng 4 nm 2000, hnh thnh lin minh chin lc Safeway Inc v GroceryWorks.com- ca hng trc tuyn hng u Dallas chuyn kinh doanh trong cc ca hng tp ha cht lng cao. Theo cc iu khon ca tha thun, GroceryWorks s tr thnh knh tp ha trc tuyn c quyn ca Safeway. Safeway s cung cp sn phm cho GroceryWorks theo mt hp ng mua sn phm di hn c ch nh bi GroceryWorks. Cc l th v nh suy tnh rng GroceryWorks s nhn c $ 30 triu vn gp t mt cng ty con ca Safeway v thm $ 20 triu s c u t bi mt hoc nhiu bn th ba. Trong trao i i vi nhng ng gp vn v chuyn nhng hp ng mua bn sn phm, mt cng ty con ca Safeway s nhn c c phiu u i ti GroceryWorks. Ngoi ra, GroceryWorks s s dng sn phm c uy tn ca Safeway v tn thng hiu (bao gm c Vons, Dominick, Carrs, Randall v Tom Thumb) v Safeway s cung cp GroceryWorks vi sc mnh v chuyn mn ca Safeway trong xc tin v qung co.
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i vi Safeway, lin minh ny gip trin khai thc hin nhanh chng ca chin lc thng mi in t bi vic quan h i tc l mt i ng am hiu v internet v lin kt vi mt m hnh kinh doanh c chng minh. i vi GroceryWorks, lin minh ny c ngha l h tr ti chnh ng k, tit kim chi ph, lin kt vi mt thng hiu quc gia c bit n v tip cn nhanh chng vo th trng hng u. ng Steve Burd, Ch tch v Gim c iu hnh ca Safeway Inc ni rng: "Sau khi khm ph cc gii php thay th rt nhiu, chng ti chn hp tc vi GroceryWorks theo ui tng trng thng qua cc knh tp ha Internet". Lin minh ny s y nhanh ng k kh nng ca chng ti cung cp hng tp ha mua sm trc tuyn trn cc th trng m hin nay chng ti phc v. Chng ti tin rng GroceryWorks i din tt nht trong cc m hnh kinh doanh trc tuyn hng tp ha, bng chng l thnh cng ban u ca n v qun l i ng mnh m ca n. " ng Gary Fernandes, Ch tch v Gim c iu hnh ca GroceryWorks cng pht biu: Cc lin kt s cho php chng ti h thp chi ph, t c mt trin khai nhanh hn, cung cp nhiu gi tr hn cho khch hng ca chng ti v tr thnh nh lnh o th trng trong khng gian ny. V thc t chng minh iu , hin nay, Safeway s hu v iu hnh Cng ty iu hnh GroceryWorks.com, LLC ("GroceryWorks), mt knh kinh doanh hng tp ha trc tuyn theo tn Safeway.com, Vons.com v Genuardis.com (gi chung l" Safeway.com"). Vi vic kinh doanh qua trc tuyn em li cho Safeway rt nhiu li ch nh tng trng doanh s, cung cp mt cch nhanh chng, phc v chu o hn vi cc khch hng. Trong nhng nm gn y, Safeway tng cng a ra nhng thng hiu ring v sn phm hu c, c ch cho sc khe. khch hng ca mnh bit v hiu nhng cng dng v nhng sn phm mi ny Safeway thit lp Better Living Brands Alliance, (Tm dch: "Lin minh thng hiu cuc sng tt hn") mt lin minh tip th nhm qung co cc thc phm hu c v thng hiu tp ha v sn phm chm sc sc khe c trn tt c cc knh bn l M bt u t nm 2008. Thng qua " Better Living Brands Alliance ", Safeway qung b nhng thc phm t nhin, hu c v thng hiu hng tp ha n cc nh bn l M khc nhau, bao gm Nhm: Safeway Trang 67
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cc chui siu th, nh bn l hng lot v cc ca hng thc phm c lp thng qua cc nh bn bun hng tp ha. Safeway cng m rng phn phi quc t ca thng hiu hu c Organic v bao gm thng hiu Eating Right trong vic tip th quc t m rng v chng trnh phn phi. Vi vic thit lp lin minh tip th ny, trc vo nm 2007, Safeway k mt tha thun vi nh bn l quc t Carrefour phn phi thng hiu hu c O trong cc ca hng ca mnh chu v Nam M. Safeway cng c k hoch lu di hn vi mi quan h ca n vi Carrefour chu v M La tinh v th trng cc nhn hiu thc phm hu c v t nhin chu u v cc ni khc trn ton cu. ng thi lc ny M, Safeway kt hp lin minh chin lc ca cc cng ty sn xut, tip th v phn phi mt trong s nhng i tc s l cng ty Crossmark, cng ty s qun l vic gii thiu sn phm mi, tr s chnh ca cuc gi bn hng v bn l hng ha cho cc thng hiu quc gia v quc t cho Safeway. Mua li Nhng nm 1990, vi tuyn b cam kt m ca mnh l c gi lng thc thp nht, Safeway thc hin mt chin dch marketing mi c tin hnh nhng khng em li nhiu thnh cng cho Safeway. Cam kt mi ca Safeway vi gi thp hn khi li mt cuc chin gi c gia cc ca hng tp ha, tng s hi lng ca ngi tiu dng nhng ch ko di trong vi tun; sau Safeway ly li danh ting ca mnh l gi cao. Cng trong thi gian ny, nhn vin Edmonton ca Safeway bt ha vi ngi lao ng ti y; dn n hu qu cng ty b e da ng cc ca hng ca n nu khng th a ra mt tha thun vi cng on. Cui cng cng nhn ca Safeway t b cng vic v cuc nh cng ko di khin nhiu khch hng ca Safeway i mua sm ni khc. iu ny lm doanh s ca Safeway trong thi k ny b gim xung, mt lng tin khch hng. Nhng ngay sao Safeway thc hin nhiu ci tin mi. M rng cc mt hng, xy dng nhiu ca hng khu ph, thc hin chng trnh th Safeway Club dnh cho khch hng trung thnh, pht phiu gim gi gy dng li hnh nh ca mnh, tng nim tin ca khch hng. Ngoi ra Safeway cn mua li mt s chui ca hng tng th phn ca mnh ln in hnh nh vo nm 1997, Safeway chi ra 1,6 t USD mua li, ginh quyn kim sot 2/3 cng ty Vons min Nam California. Tnh n thi im , Safeway ang iu hnh 1.053 ca hng Nhm: Safeway Trang 68
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California, Oregon, Washington v phng Ty Canada v ang s hu 34,5% Vons, mt chui c tr s ti Arcadia, California. Vons l mt chui thc phm hng u ti min Nam California. ng Steven Burd, Gim c iu hnh ca Safeway ni rng: "Vic sp nhp ca hai cng ty s cho php chng ti to ra mt cng ty thc s tuyt vi. Chng ti c th tn dng nhng iu tt nht ca c hai cng ty v ci thin hot ng thc tin, h thng, qun l danh mc, mua sm v nhn hiu ring.'' Vi vic mua li ca hng Vons ny gip cng ty tng s lng ca hng, m rng quy m kinh doanh, s lng ca hng tng ln n con s l 1368 vi s ca hng Vons l 315. Doanh s nm ny tng ln r rt tng hn 30% so vi nm 1997 c th t 16397$ nm 1995, 17269$ m 1996 n nm 1997 l 22483,8$ vi tng li nhun l 6414,7$. V hin ti Vons l mt trong s nhng cng ty con em li li nhun nhiu cho Safeway. Hay vo nm 1998, Safeway mua li Dominick, mt siu th ti Chicago. Logic chin lc ca v lm n tr gi 1,8 t USD ny xem ra kh hon ho. Thng v ny gip doanh s ca Safeway tng thm 11% ngay c vo thi im m nhng i gia bn l nh Wal-Mart v Kmart cng ang by bn cc mt hng tp ha v lin tc ginh c th phn t cc i th khc. iu ny cng gip Safeway cng c c ch ng vng chc trn mt th trng quan trng nh th trng th . Mc d t sut dng tin thu c t hot ng kinh doanh ca Dominick ch l 7,5%, tt li ng sau so vi mc 8,4% ca Safeway nhng ng Steve Burd, Tng Gim c iu hnh ca Safeway, vn thuyt phc cc nh u t rng ng c th nhanh chng nng t sut ny ca doanh nghip c mua li l Dominick ln n mc 9,5%. Tuy nhin, Safeway kt thc thng v mua li trn ch sau nm tun, khong thi gian ny tng ng vi mt phn ba giai on chm dt trung bnh ca cc v mua li ln. Safeway khng u t thi gian cho vic nh gi i tng mua li. Chin lc tp trung ca Dominick vo thc phm ch bin sn, nhng qun bn n n gin bn trong cc ca hng v s a dng ha sn phm khng ph hp vi chin lc ch trng vo thng hiu ca hng v nguyn tc chi ph ca Safeway. T chc cng on mnh ca Dominick chng li nhng k hoch ct gim chi ph ca Safeway. V cng vi s khng sn sng ca ngi tiu dng trong vic tip Nhm: Safeway Trang 69
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nhn cc hng ha mang nhn hiu ring ca Safeway, Dominick nhanh chng mt dn th phn vo tay i th chnh ca h, cng ty Jewel. V Safeway thm ch khng th bn c Dominick vi gi ch bng mt phn nm gi mua ban u. Trong thng 4 nm 1999, Safeway mua li Cng ty Thc phm Carr-Gottstein ("Carrs") bng cch mua tt c cc c phiu ang lu hnh ca Carrs vi khong 106.000.000$ bng tin mt ("Carrs Acquisition"). Tip qun Carrs c hch ton nh mua hng. Safeway ti tr vic mua li v thanh ton tip sau ny l $ 239 triu khon n ca Carrs, vi vic pht hnh thng phiu. n thng 9 nm 1999, Safeway mua tt c cc c phiu ang lu hnh ca Randall trong vi tng gi tr l 1300000000$. Vo ngy mua li, Randall hot ng vi 117 ca hng Texas. Vic mua li ca Randall c hch ton nh mua hng. Vi vic mua li ny em li cho safeway c mc tng trng cao hn r rt. Vi doanh s nm 1998 l $ 24,484.2 n nm 1999 l 28,859.9$, tng li nhun tng t 7,124.5$ ln n 8,510.7$. n nm 2001, Safeway mua chui cng ty gia nh Genuardi vi cc a im Pennsylvania, New Jersey v Delaware vi khong 530 triu $ bng tin mt. Vo ngy mua li, Genuardi hot ng hn 39 ca hng Philadelphia, khu vc Pennsylvania, bao gm c New Jersey v Delaware. Vic mua ca Genuardi c hch ton nh mua hng v c ti tr thng qua vic pht hnh thng phiu v tri phiu. Nm 2001 y l mt nm khi sc ca Safeway, t c tng trng doanh thu mnh m trong khi tng chi ph u t thc y tng trng trong tng lai. Safeway t c nhng kt qu ny mc d nn kinh t cn pht trin chm. Thu nhp rng tng 14,8% vi 1,3 t ng ($ 2.44 cho mi c phiu) trong nm 2001 t $ 1,1 t ng ($ 2.1 3 cho mi c phiu) mt nm trc. Tng doanh thu nm 2001 tng 7% ln 34,3 t USD, ch yu l do vic mua li ca Genuardi, m ca hng mi v doanh s bn hng tng ln ti cc ca hng. Vic mua li Genuardi khng nhng tng tng doanh s bn hng cho Safeway m cn m rng s hin din ca Safeway trong khu vc gia i Ty Dng. Genuardi ni ting vi cht lng vt tri v dch v cao cp. Vi vic mua li ny gip Safeway ginh c kim sot nhiu cng ty thc phm ni ting bao gm kim sot cc ca hng thc phm Carrs Alaska, Randalls v
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cc ca hng Tom Thumb Texas, Vons min Nam California v Nevada, cng nh Genuardi Philadelphia. 2. Chin lc hi nhp dc ca Safeway Safeway l nh bn l phn phi cc sn phm n ngi tiu dng, gia tng gi tr cho h, ngoi ra Safeway cn t sn xut ra nhiu sn phm. Safeway tin rng quyn s hu cung cp mt s sn phm s mang li tnh linh hot v ti chnh, ti to li, m rng v ng ca. Safeway c lnh vc hot ng tip th theo chiu dc. iu ny gip Safeway tit kim c chi ph ng gi v vn chuyn. Safeway tch hp theo chiu dc ca hot ng kinh doanh ca mnh bng cc hot ng vn ti v hot ng kho bi. Nhiu sn phm m khch hng nhn thy trn k hng n t cc nh cung cp u c vn chuyn n kho trung tm ca Safeway (California) hoc l n cc im phn phi trong phm vi khu vc bn l c bit n nh l cc phn on. Do , y l mt hnh thc ph bin ca cu trc th bc trong vic cung cp hng ha n cc ca hng. Vi m hnh ca hng mi La Grande m hnh ca hng mi ca Safeway vi din tch khong 50000 m2 v rt nhiu mt hng. Tr s phn phi hng ha n ca hng ny l Portland, Oregon. Cc nh qun l nhn n t hng t cc ca hng ring l m cui cng s cung cp cho ca hng ca h bng i xe ti thuc s hu ca Safeway (theo tch hp chiu dc .... Safeway s hu h thng vn chuyn ring ca mnh nhng chic xe ti mu trng ln vi logo ca Safeway trn chng). iu hnh h thng vn ti ng b ca ring mnh gip Safeway kim sot c chi ph v quan tm n vic phn phi, y l mt trong nhng li ch m hi nhp theo chiu dc mang li cho Safeway. Mt li ch khc ca vic ny kh nng mua s lng ln. Vi mt nh kho, cha c lng ln hng ha nn c th c mua vi gi thp hn. Hi nhp theo chiu dc ca Safeway cn c th hin cc hot ng t ng gi cc sn phm sa, bnh m nng, kem, pho mt v c cc nh my ng chai nc gii kht. 3. Chin lc a dng ha
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Safeway thc hin chin lc a dng ho vo cc hot ng kinh doanh mi bng vic khi s kinh doanh c lin quan n cc hot ng kinh doanh ca cng ty, bi nh vy s tng ng ca mt hay nhiu b phn trong chui gi tr ca mi hot ng s gip Safeway c th thc hin chin lc ny mt cch hiu qu nht, to ra gi tr cao nht. Trc y vo nm 1969, Safeway thnh lp mt lin doanh vi cc tri nui gia cm cng nghip Holly (nay l mt phn ca Tyson Foods) m trang tri Holly Fried Chicken trong mt n lc nhm a dng ho vo cc nh hng thc n nhanh v cnh tranh vi KFC. V ca hng u tin m Colonial Heights, bang Virginia vo thng Tm, nm 1969.
- Nm 2001, nhn thy u t vo dch v ti chnh s mang li cho Safeway nhiu gi tr em n cho nhng khch hng hin ti ca Safeway nhng u i v ti chnh hp dn chnh v vy Blackhawk Network c thnh lp. y mt cng ty con ca Safeway Inc l mt nh cung cp hng u ca cc khon thanh ton thu bao tr trc v sn phm ti chnh cho ngi tiu dng v doanh nghip. Cng ty cung cp th qu tng ph bin nht ca ngnh cng nghip thu bao tr trc v cc sn phm vin thng. Gii php kinh doanh ca Blackhawk Network bao gm cc chng trnh khen thng v khuyn khch cung cp s la chn v tnh linh hot thng qua mt mng rng cc thng hiu th, ty chnh thit k Visa th tr trc v cc ty chn thc hin. Vi vic u t xy dng thm cng ty ny gip Safeway phc v khch hng mt cch tt hn, cung cp dch v ti chnh ca khch hng nh th gim gi hay th qu tng.
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- Cng ngh thng tin l mt lnh vc rt quan trng trong hin nay, vi vic pht trin v cng ngh thng tin s gip cng ty c c nhng thng tin b ch, vic qun l hiu qu v do s tit kim c chi ph. V vy Safeway thnh lp Safeway Philtech In vo nm 2003, l trung tm cng ngh ca Safeway, cung cp h tr ng dng v pht trin phn mm da trn cc thng s k thut t b phn IT ni b ca Safeway. Cng ty cng cung cp cc dch v bo tr v h tr cho cng ng ngi tiu dng ca Safeway. Vi vic hnh thnh trung tm cng ngh ny, n tham gia vo hu ht cc lnh vc ca Safeway nh hu cn, phn phi, cc im bn hng 4. Chin lc t u t Safeway n lc u t xy dng nhiu ca hng, nh my sn xut mang phc khch hng tt nht. Ngy 18 thng 4 nm 2005, Safeway bt u mt chin dch thng hiu ti nh v c nhn "Thnh phn cho cuc sng. iu ny c thc hin nhm phn bit vi cc i th cnh tranh ca n, v tng s tham gia ca thng hiu. Steve Burd m t n nh l "xy dng thng hiu kinh nghim mua sm. thc hin thnh cng iu ny th Safeway chuyn i cc ca hng c, u t xy dng cc ca hng mi tr thnh ca hng "Lifestyle. Trong nm 2011, Safeway m thm 26 ca hng Lifestyle mi v ti to li 30 ca hng c thnh ca hng Lifestyle". Ca hng mi thng c din tch l 55.000 m2, cc ca hng c thit k vi phong cch rt c o, thit k ni tht earthtoned, nh sng du, sn nh ty chnh, mn hnh c nh c o v cc tnh nng c bit khc to ra mt bu khng kh m p, hp dn m Safeway tin rng tng cng ng k kinh nghim mua sm. Cui nm 2010, 1.439 ca hng tr thnh ca hng Lifestyle. Hin ti Vi 1694 ca hng phn b rng khp, 85% cc ca hng l ca hng Lifestyle to ra mt s la chn hon ho cho khch hng khi c nhu cu tiu dng . II. CHIN LC TON CU
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Bc tranh v th trng Hin nay ngoi vic kinh doanh ti th trng M th Safeway m rng lnh vc kinh doanh ca mnh sang cc th trng: Canada, Mexico, Australia, Anh, Ty c, 1. Kawait Nhn chung vic m rng kinh doanh sang cc nc khc tp trung vo kinh doanh bn l thc phm v cc sn phm thit yu. Ti Canada: Safeway Canada l mt chui siu th bn l hng u min Ty Canada. Nhng thnh cng nht l kinh doanh trong lnh vc thc phm vi cc dng sn phm hu c giu dinh dng. N c khong 224 ca hng nm Alberta, British Columbia, Manitoba, Ontario, v Saskatchewan - v khong 25% ca th trng hng tp ha pha ty Canada v cng ty kim sot 80% th trng hng tp ha Alberta trong nhng nm 1970. Hin ti cng ty c 75 ca hng trn 35.000 mt vung, 21 ca hng di 35.000 mt vung Alberta; 46 ca hng trn 35.000 mt vung, 28 ca hng di 35.000 mt vung Vancouver v 38 ca hng trn 35.000 mt vung, 16 ca hng di 35.000 mt vung Winnipeg. Safeway Canada gm cc ca hng tp ha c lp v phc v khch hng thng qua bn trung tm phn phi, n cng c khong mt chc nh my Canada ch bin tht, cc sn phm t sa, tri cy v rau qu, bnh m, v cc loi thc phm khc. Doanh thu bn hng ca Safeway Canada t 20.050 triu USD. i th cnh tranh: Loblaw, Sobeys. Nhm: Safeway Trang 74
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Ti Australia: Nm 1963, Safeway vt qua Thi Bnh Dng m ca hng ti c thng qua vic mua ba siu th Pratt trong khu vc Melbourne v Hawaii. Dy chuyn pht trin n 126 siu th kinh doanh theo cc biu ng Safeway khp tiu bang Victoria, NewSouth Wales v Queensland. Nm 1985, Woolworth mua li Safeway v s dng n nh tn thng mi, thng hiu cho cc siu th Woolworths Victoria. Ti Anh: Kinh doanh c thnh lp vo nm 1962 khi Safeway Inc m ca hng u tin Bedford Vng quc Anh, n c sau c gi l Ca hng thc phm Safeway. Vo nm 1987, Safeway c 133 ca hng trn khp Vng quc Anh, l mt chui cc siu th v ca hng tin li . Safeway c nim yt trn sn chng khon London v l mt thnh phn ca ch s FTSE 100 Index cho n khi n c mua li bi Morrisons thng 3 nm 2004. Ngoi ra, Safeway cn c ca hng ru Ty c, mt s ca hng thc phm Mexico v Kwait. 2. Phn tch chin lc ton cu Nhm xin phn tch chin lc ti th trng Canada Sc p gim chi ph: Khu vc bn l ca Canada tng trng rt ln trong nhng nm gn y, c thc y bi sc mua ngy cng tng ca ngi tiu dng Canada, mt xu hng c d kin s tip tc trong tng lai gn. Theo Qu Tin t th gii (IMF) th nn kinh t Canada ang trong tnh trng tt nht trong cc nc cng nghip pht trin G7 v phc hi mnh m sau khng hong kinh t. Tuy nhin khi thm nhp th trng Canada Safeway phi i u vi nhiu kh khn c bit nhng nh bn l ln y Loblaw, Sobeys... Cc sn phm ca h ln t trn th trng v to dng c nim tin nht nh trong lng ngi tiu dng. c bit, Loblaw l nh bn l thc phm ln nht Canada , vi hn 1.000 doanh nghip v siu th nhng quyn thng mi , hot ng theo 22 biu ng phn khc v th trng khu vc, k c trng tn Loblaws. Vi 14 triu ngi mua sm hng tun, Loblaw cung cp y cc mt hng bao gm hng tp ha, qun o, sn phm em b, dc phm, dch v ti chnh, thc phm ti sng . Mt khc Wal-Mart, nh bn l ln nht trn th gii, tham gia vo th trng ny nm 1994 vi chin dch gi thp, gim gi hng ngy. Wal-Mart d kin s sp nhp v mua li lm cho nhiu nh bn l a phng ca Canada phi i mt vi kh khn v ti chnh. Hn na, th trng d kin s cng c nh st km cc doanh nghip bn l bt Nhm: Safeway Trang 75
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u gim do tnh trng thiu ht tn dng hin hnh. V vy, Safeway phi i mt vi mt thch thc ln t vic gim thp chi ph c th nh c mt mc gi cnh tranh so vi i th. Safeway nghin cu s dng nhng m hnh kinh doanh hiu qu nht v chi ph nhng vn m bo cht lng dch v tt. Cng ty tch cc hn trong vic tip cn vi ngun cung ng vi gi r hn so vi trc y. Bn cnh Safeway cng thc hin tit kim chi ph qun l doanh nghip v tit kim chi ph phn phi nh kho lu tr. Nh , Safeway h thp gi thnh so vi i th cnh tranh. Cnh tranh trn th trng hin nay v ngnh bn l rt gay gt. Buc khng ch Safeway m tt c cc cng ty trong ngnh phi tm cch gim chi ph c th vn thu c li nhun. Sc p v a phng: Mc d sn phm ca Safeway c nhng quy nh nghim ngt cht lng ca sn phm, song cng ty cng c nhng iu chnh sao cho ph hp vi c tnh ngi dn Canada thng qua cch m cng ty tuyn dng nhng ng vin ti khu vc m cng ty hot ng, h s thu hiu c nhu cu ca a phng v gip cho cng ty p ng tt hn nhu cu ca th trng. S thnh cng trong nhng khu vc ny i hi phi c s thu hiu v cc vn ha a phng. Ti Canada ch yu l dn nhp c nn c s a dng v vn ha, cc mn n, thc phm v cc tr chi gii tr phi c o v c nt ring cho tng vn ha khc nhau. Bn cnh , cc quy nh ca Chnh ph v vn an ton thc phm rt c coi trng. Cc sn phm ti phi c ng kn theo cch thc ph hp vi chng loi ca bao b. Hng Rau v Qu Ti c quy nh r v kch thc bao b theo loi nng sn nht nh thuc din iu chnh ca cc quy nh ny khi bn trn th trng. Bao gi sn phm khng c bn, lm, bin dng, rch v hoc b h hng lm nh hng n cht lng ca sn phm. Tt c hoa qu, rau ti c i gi cng vi cc loi hoa qu khc hoc thc phm c trng lng tnh khng c qu 10 kg. Tt c cc loi bao gi cho rau v qu ti u phi c dn nhn thch hp, p ng cc yu cu ca Quy nh i vi hng Rau v Qu Ti. Tt c cc thng tin trn nhn mc v thc phm phi chnh xc v khng sai lch hoc d gy nhm ln v khng c ghi sai v cht lng, s lng, thnh phn cu to, bn cht, tnh an ton, gi tr, xut x hoc cc ni dung khc. Tt c cc sn phm c ng gi sn phi tun th Quy nh v o lut v Dn nhn v ng gi Hng cho Ngi tiu dng, cng nh Quy nh i vi hng Rau v Qu Ti. Quy nh i vi hng Rau v Qu Ti min p dng vic dn Nhm: Safeway Trang 76
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nhn v dinh dng i vi hng rau v qu ti khng cha thnh phn b sung. Nu mt nhn mc hoc mt qung co c mt hoc nhiu ni dung trong nhng ni dung sau: khiu ni v hm lng dinh dng hoc dn chiu v dinh dng; khiu ni v vai tr sinh hc; khiu ni v sc khe; tn y t lin quan; tuyn b, biu trng, biu tng; du ph chun hoc k hiu c quyn khc ca mt bn th ba, hoc cm t "nhng iu cn bit v dinh dng" ("nutrition facts"); th tt c cc yu cu v dn nhn lin quan n vn dinh dng u phi c p ng. Chnh ph cng quy nh nghin ngt i vi sn phm thy sn v tp trung xy dng chnh sch thy sn bn vng. Vi nhng phn tch trn , Safeway la chn chin lc xuyn quc gia
Cao
Chin
Sc p gim chi ph
lc xuyn quc gia
Thp
Thp
Cao
Sc p p ng a phng 3. Cch thc thm nhp Khi thm nhp vo th trng Canada, Safeway dng : chin lc mua li v t m ca hng. Nhm: Safeway Trang 77
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Chin lc mua li: Safeway thm nhp th trng Canada khi mua li 9 ch Chu nm 1929. Chin lc tin vo th trng ny c nh du thm khi Safeway mua li 179 ca hng ca Piggly Wiggly nm 1935, l mt chui ca hng tp ha v thc phm b bin pha ty Canada. => Vic mua li cc cng ty trn em li cho Safeway rt nhiu li ch : Chuyn giao c s vt cht, cng ngh : Safeway c kh nng tch hp cc tin sn c ca cng ty Piggly Wiggly vo vic kinh doanh ca mnh. Da trn nn tng , Safeway c th to ra cc sn phm, dch v vt tri v tnh nng km vi vic p ng nhu cu, tch hp ca khch hng hiu qu. Thu tm th phn: Vic Safeway mua li cng ty ny vi s lng ca hng ln s gip cng ty nhanh chng dnh c th phn v dnh ly khch hng ca nhng hng ny v ngy cng tr nn mnh hn trong ngnh ca mnh.. M rng h thng bn hng: vic m rng ny c th gip cng ty c th tip cn c khch hng d dng v thun tin hn. Bn cnh l thu ht nhiu khch hng, gi p cho vic mua sm ca ngi dn c nhanh chng. Chin lc t m ca hng: Ngoi vic mua li ca hng ca Piggly Wiggly, Safeway tin hnh m rng mng li ca mnh bng vic xy dng h thng ca hng v trung tm phn phi. Nm 1966, Safeway xy dng Trung tm d liu X l c t ti Oakland, CA. Safeway di chuyn vn phng cng ty ca mnh t Pleasanton n Oakland, CA vo nm 1996. Nm 2009, Safeway t gii thng ca Vin Ethisphere l mt trong nhng cng ty o c nht Th gii ". Cc ca hng c xy dng thn thin vi mi trng, v ghi su trong tm tr khch hng. Safeway m ca hng Santa Cruz, CA cui nm 2009 l mt m hnh cho cc tp ha bn l mu xanh l cy. Tnh n nm 2011, Safeway xy dng c 4 trung tm phn phi hng v 45 ca hng cung cp hng nhanh chng n tay ngi tiu dng. Chui bn l ny ang cng tc vi SeaChoice, mt lin minh gm cc t chc mi trng hng u ca Canaa, thc hin cc chnh sch thu mua thy sn bn vng hon ton mi. Trng tm trong chnh sch ca Safeway l cam kt thy sn bn vng: ti nm 2015, tt c thy sn ti v ng lnh s c thu mua t nhng ngun bn vng v c th truy xut, hoc nm trong mt d n ci tin ng tin cy.
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Vi nhng chin lc ny gip Safeway tr thnh mt trong nhng nh bn l thc phm ln nht Ty Canada. Doanh s hng nm u tng v gip Safeway vt qua thi k khng hong, cnh tranh c vi cc i th cnh tranh, nng cao th phn v hnh nh trong tm tr khch hng. III. CHIN LC CHC NNG
Cc chin lc chc nng ng vai tr quan trng vi Safeway l chin lc thu mua hiu qu, chin lc marketing, chin lc sn xut hiu qu v chin lc qun tr ngun nhn lc. 1. Chin lc thu mua hiu qu - Duy tr mi quan h tt vi nh cung cp: Hot ng thu mua ng vai tr quan trng trong chui hot ng ca cng ty. Vi s a dng nh cung cp, nh cung cp ng mt vai tr quan trng trong vic duy tr danh ting ca Safeway vi khch hng, vi cc lin kt, cc i tc kinh doanh v cc bn lin quan quan trng khc. Hp tc gia nh cung ng v chui ca hng bn l ca Safeway c da trn s bnh ng, s tham gia t nguyn ca h, sn sng pht trin cc hot ng chung v v hp tc ci m. thnh cng, Safeway cng rt ch trng n cc cc hot ng vi cc nh cung cp bn ngoi ca n. hot ng mua ngoi c th to ra gi tr cho mnh, Safeway c mt phng chm : a dng h a cc nh cung cp ca n. Vi chin lc , Safeway nhm m bo s kt hp gia n v cc nh cung cp mt cch hi ha nht. - K hoch thu mua hiu qu: Cc ca hng mua hng theo cch cn k vi thi im bn hng iu ny gip cng ty c th cung cp nhng mt hng ph hp vi th hiu tiu dng ca khch hng v to ra li th v gi v xu hng tiu dng ca khch hng. Cung cp mt s a dng cho nhu cu khc nhau ca khch hng ng thi cho php cng ty c th chuyn i trong vic thu mua nhng mt hng bn chy nht trong thi im hin ti, gim c chi ph v thi gian lu kho. Vi mt chin lc thu mua hiu qu gip cng ty to ra mt ngun sn phm a dng, cht lng vt tri p ng nhu cu tiu dng kp thi ca khch hng . 2. Chin lc sn xut p ng khch hng Nhm: Safeway Trang 79
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Safeway vi h thng 1694 ca hng M v Canada phn b rng khp vi m hnh kinh doanh theo chui. S xut hin mt mng li ca hng nh vy rt c li: cng ty c th s dng h thng cung cp hng tp trung, pht trin cc dch v ng nht trn khp ton khu vc da trn mt nhn hiu ni ting c m bo. Ngoi ra, Safeway c 17 trung tm phn phi (13 Hoa K v 4 Canada ), c th cung cp hng rt nhanh chng khi cn thit, lin tc cp nht hng mi cho cc chui ca hng. Cng ty cng thng xuyn kim tra gim st cht ch quy trnh sn xut ca nh cung cp nhm to ra mt lng sn phm m bo cht lng cho khch hng . - t c s vt tri trong ci tin : Safeway cam kt l nh cung cp dch v tt nht p ng nhu cu v kinh nghim ca khch hng thng qua i mi .Bn cnh m hnh kinh doanh theo chui truyn thng Safeway cn pht trin m hnh kinh doanh thng mi in t nhm thu ht thm nhng khch hng mi, cung cp sn phm kp thi nhanh nht vi chi ph thp nht. Safeway cn c b phn sn xut nhm x l nhn hng ha t nhn c bn trong cc ca hng. Cc dng sn phm hu c chm sc khe v thn thin vi mi trng c Safeway tin hnh nghin cu sn xut phc v cho nhu cu ngy cng cao ca khch hng. Cc sn phm hu c nh O-Organic, Eating Right, Bright Green c xy dng qua nhiu nm hot ng. Vi chin lc pht trin thng hiu hu c gip cng ty c th d dng trong vic thc hin bnh trng th trng cc quc gia khc, to c nim tin vi khch hng v to su khc bit vi i th cnh tranh. Cng ty tin rng vi cc c s phn phi hin ti cng vi nng lc ci tin trong sn xut tip tc a ra nhng sn phm mi ca mnh s cung cp y nhng iu kin cn thit h tr cho vic pht trin ca hng trong tng lai. 3. Chin lc marketing p ng khch hng Chin lc marketing c th tc ng mnh m n hiu qu v cu trc chi ph ca mt doanh nghip .Qua chin lc marketing cng ty c th ginh v th nh phi tr cc hot ng nh gi , xc tin , qung co ,thit k sn phm v phn phi . Safeway l Nhm: Safeway Trang 80
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mt trong nhng cng ty chi mnh vo vic qung co. Vo nm 2004 Safeway chi 126,5 triu USD trong cc phng tin truyn thng v doanh s trong nm ny tng r rt. n nm 2005, Safeway tung ra mt chin lc qung co rt rm r vi khon tin l 100 triu USD. T vic thay i khu hiu s la chn tt nht cho bn sang thnh phn ca cuc sng thng qua cc phng tin truyn thng nh truyn hnh, i pht thanh, web T y, Safeway to dng c mt ci nhn khc trong tm tr khch hng, la chn ca khch hng khi mua i mua sm dnh cho Safeway tng ln r rt. Trong lnh vc thc phm Safeway to dng lng trung thnh ca khch hng thng qua hng lot cc chng trnh : Trong nhiu thp k Safeway ti tr chng trnh gy qu h tr Hip hi bnh teo c, Easter Seals, nghin cu v ung th v v ung th tuyn tin lit, cu tr nn i, gio dc, dch v chm sc sc khe con ngi c bit l ngi khuyt tt. Tham gia ti tr chng trnh eScrip nhm gio dc thanh nin. Safeway cn tham gia qun l mi trng bo v bin a chnh sch thy sn bn vngvo thc tin. Safeway tng cng qung co cc sn phm ca cng ty n khch hng c bit cc sn phm mi. Safeway tham gia truyn thng trn cc trang mng x hi c nhiu ngi bit n nh Facebook, Twitter, Blog gip khch hng c thm thng tin v sn phm, cc hot ng truyn hnh trong ca hng v ng thi c th mua hng trc tuyn. Khch hng cn c cung cp th mua sm Safeway Club. Vi th Club bn c th tit kim khi mua sm trc tip trn tt c cc ca hng v bt c lc no bn mua sm trc tuyn ti Safeway.com. Th thnh vin Safeway Club php bn tn hng tt c c bit chng trnh khuyn mi tit kim tin. iu c th thy Safeway lng khch hng b i rt thp, ngc li cn thu ht thm mt lng khch hng mi thng qua hng lot cc chng trnh lng trung thnh khch hng . 4. Chin lc nhn s Cc nhn vin ca cng ty thng xuyn c o to qua cc chng trnh o to ngn hn hay di hn ty thuc vo v tr cp bc : Chng trnh o to : Nhm: Safeway Trang 81
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- Chng trnh lnh o ti chnh: L chng trnh dnh cho sinh vin va mi tt nghip ang lm ti mt c s kinh doanh ca Safeway, l chng trnh o to v pht trin trong vng 12 thng to cho h cc c hi hc hi v thng tin trong cng ty: chng trnh o to cho cc nh qun l ti cc ca hng vi thi gian o to 9 thng : - Chng trnh Summer Internship: Khong 9 n 12 tun mi ma h, Safeway m ca cng ty cho n cc sinh vin thc tp. Khng nhng to c hi cho sinh vin bit c s th v ln tnh cnh tranh ti tr s cng ty Pleasanton, California, ng thi n cng cho sinh vin mt c hi hc hi t cc nh lnh o ca cng ty. Thc tp sinh s c hp tc vi i ng qun l ca Safeway, c giao cho cc d n thc t, ng thi xy dng, cng c kin thc ca sinh vin v hot ng ca cc cng ty trong ngnh cng nghip bn l. => Vi nhng chng trnh o to trn , nhn vin ca cng ty c o to chuyn nghip ti gii, to ra mt i ng chuyn nghip gp phn vo s thnh cng ca cng ty . Chin lc gip Safeway to ra c mt nng lc cnh tranh bn vng thc hin cc hot ng chnh so vi cc tp on khc trn th gii. Hin ti phn ln cc nh qun l ca Safeway l c thng tin t bn trong. i vi Safeway th to c hi cho nhn vin c th thng tin t bn trong khng ch gip cng ty xy dng c mt h thng lnh o lu di m cn gip cng ty duy tr nn vn ha v to ra li th cnh tranh bn vng cho cng ty. Phn chia cng vic: Cc nhn vin c tuyn dng v lm vic theo k nng ca mnh v c phn cng vo lm cc b phn c th trong cng ty v c qun l ring bi cc trng b phn ca n. Ti Safeway, nhn vin c th lm vic b phn ring bit. H s c nhng phn hnh nhim v ring, c qun l, nh gi bi trng b phn ca h. t c hiu qu tt nht trong vic phc v khch hng, Safeway rt quan tm n i ng trc tip tip xc vi khch hng. Do Safeway lun u tin tuyn dng nhng con ngi tt nht cho v tr . t c s vt tri v cht lng :Safeway c quan im rng: Nu bn chm sc tt nhn vin ca bn, nhn vin ca bn s chm sc tt khch hng ca chng ta, v li nhun s c tng ln bi chnh h. Do vy, nhn vin l rt quan trng i vi Safeway, ngi sng lp ca cng ty lun lun nhn mnh rng cc nhn vin n trc Nhm: Safeway Trang 82
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ca khch hng, nh cung cp v thm ch nh u t.Tuyn dng, o to tt nhn vin l cch thc cung cp nhng dch v vi cht lng cao bi nhn vin ca mnh. Mt cng ty khe mnh bt u vi nhng nhn vin khe mnh. Chnh v th ngoi nhng chng trnh o to nng cao k nng, kin thc cho nhn vin, cng ty t chc nhng chng trnh nh chng trnh Live Life, Live Long, Live Well gip nhn vin qun l tt mi kha cnh v sc khe. IV. CHIN LC CP N V KINH DOANH Cc SBU ca cng ty : Phn theo lnh vc hot ng nh sau: Lnh vc bn l thc phm: Safeway : hot ng di nhiu tn nhn hiu nh: Dominicks, Vons, Tom Thumb, Randall's v Safeway. Vons: chui 325 siu th pha Nam California v Nam Nevada; l cng ty con ca Safeway. Casa Ley : l mt chui 185 ca hng thc phm v hng ha ni chung Ty Mexico vi 49% thuc s hu ca Safeway. Bn l trc tuyn: Groceryworks Holdings: cung cp mua sm hng tp ha trc tuyn v giao hng tn nh cho Safeway. N iu hnh cc trang Safeway.com Sacramento v Bay Area, Portland, Seattle, Phoenix v Washington, DC GroceryWorks cng iu hnh VONS.com Nam California v Las Vegas. Phn phi cc th qu tng, th tn dng v th ghi n Blackhawk Network: l mng li phn phi th qu tng trn ton th gii, thuc s hu ca Safeway, chu trch nhim cho vic bn hng v kch hot th qu tng tr trc, th tn dng tr trc v th ghi n tr trc thng qua mt mng li cc a im ca hng bn l Hoa K, Canada, Chu u, Mexico v c v cc knh trc tuyn khc nhau. Phn tch chin lc kinh doanh ca Safeway trong lnh vc bn l thc phm: 1. Cc c im th trng Trang 83
Nhm: Safeway
QTCL_02 a. Nhu cu khch hng :
Nn kinh t Hoa K v Canada b suy gim v bin ng do tnh trng bt n lin quan n t l tht nghip, gi nng lng, tnh sn c ca tn dng, kh khn trong trong ngnh dch v ti chnh - ngn hng, suy gim trong th trng nh t v lng tin ca ngi tiu dng. Nu nhng iu kin ny tip tc xu i, n tip tc c th nh hng n tng trng doanh s bn hng ca Safeway. Trong nm 2010, Safeway tri qua tnh trng gim pht tng th v trong nm 2011, Safeway tri qua lm pht tng th. Trong nn kinh t bt n, l kh khn d bo mt cch chc chn t l lm pht pht cho nm 2012. Thc phm gim pht c th lm gim tng trng doanh s bn hng v thu nhp, trong khi lm pht thc phm, kt hp vi chi tiu tiu dng gim, c th lm gim li nhun gp. Ngi tiu dng thn trng, cn nhc hn trong tiu dng cc sn phm hng ha, nhu cu tiu dng gim thay v phi la chn cc mt hng cao cp , ngi tiu dng li u tin chn hng vi mc gi va phi, ph hp vi ti tin. Do vy, mt s nh bn l kt hp bn cc sn phm r tin hn hay gim gi cc mt hng tp ha. 81% dn M trn 50 tui tr thnh thc hn v nhng g h n. Ngi M ngy cng hiu mi lin h gia ch n ung ca h v sc khe ca h. Mt nghin cu c tin hnh bi Hip hi sa Deli Bakery quc t ch ra rng th h tr ln tui tr nn c bit ch ti vn sc khe. Hn 81% dn M trn 50 tui tr thnh thc hn v nhng g h n. K t khi bng n dn s tr, khch hng c tui t 45 n 55 chi tiu nhiu hn cho cc thc n t nh mi nm hn bt c la tui khc, nhu cu v thc phm lnh mnh ngy cng tng. Sau mi quan tm an ton thc phm xut hin vo nhng nm 2000, ngi M vn tip tc quan tm v s ti mt v an ton thc phm. Mi ngi mun chc rng thc phm ti, c ngun gc xut x r rng. Theo mt cuc kho st c tin hnh bi Vin Tip th Thc phm, gn hai phn ba ca ngi tiu dng M mua cc loi thc phm hu c pht trin trong nm 2009. Y t v sc khe tr thnh mt xu hng ng quan tm v cc nh bn l ch trng u t khng gian trng by y mnh tm nhn ca cc sn phm ny cng nh tng cng s hin din ca h M, khi ngi tiu dng quay lng li vi ch n c, ng h vic n ung lnh mnh. Cc nh bn l cung cp thc phm hu c di nhn hiu ring ca h. b. Nhm khch hng v s phn khc th trng Nhm: Safeway Trang 84
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Vi th trng rng phn ph Hoa K, Canada v cc khu vc trung i Ty Dng , Safeway phn chia th trng thnh nhiu on th trng theo tiu thc a l v s dng tn nhn hiu ring cho tng khu vc th trng nh sau:
Safeway Food and Drug : l chui ca hng Arizona, California, Colorado, District of Columbia, Delaware, Hawaii, Idaho, Maryland, Montana, Nebraska, Nevada, New Mexico, Oregon, South Dakota, Virginia, Washington, Wyoming
Vons Food and Drug: chui 325 siu th pha Nam California v Nam Nevada.
Randall's Food Markets: l chui 112 ca hng trong khu vc Houston,Austin, Dallas-Fort Worth theo cc tn hiu Randalls, Randalls Flagship, Tom Thumb, Flagship TomThumb v Simon David.
. Dominick's Finer Foods: l chui 73 ca hng tp ha vi cc a im ch yu khu vc Chicago , Illinois , M.
Tom Thumb c hn 113 ca hng min Nam Alabama v Ty Bc Florida. Mc d, Safeway c nhiu nhn hiu ca hng thc phm theo khu vc nhng cc chui ca hng u hot ng vi mt m hnh ging nhau. Cc ca hng thc phm ca Safeway cung cp a dng cc loi sn phm phc v nhu cu tng loi khch hng nh: Dng Core c cc thng hiu thc phm nh Safeway Kitchens v Safeway
Farms phc v i tng nhy cm vi mc gi thp. "Safeway SELECT" l dng sn phm cao cp dnh cho khch hng thu nhp cao. Nhm: Safeway Trang 85
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Thc phm cc nhn hiu nh O Organics, Open Nature v Eating Right phc v nhu cu ngi tiu dng c th lin quan n thc phm t nhin v hu c; y t v chm sc sc khe. Cc thng hiu Lucerne cung cp sn phm sa cht lng. Mom to mom" thng hiu chm sc cc b m v tr em. Bright Green cho i tng khch hng thc vi mi trng. Priority Total Pet Care, mt dng thc n vt nui v cc sn phm chm sc vt nui.. V vy, chin lc Safeway hng n phc v mi khch hng vi mi mc thu nhp. Mc d phc v a dng khch hng nhng Safeway lun ch trng cht lng tng sn phm v m bo mc gi cnh tranh. 2. Chin lc kinh doanh ca Safeway Chin lc kinh doanh chin lc to s khc bit : Ngnh bn l Hoa K ang trong giai on bo ha, v vy, cc doanh nghip trong ngnh mun t bo v trc i th cnh tranh th h phi bt u theo ui hai chin lc chi ph thp v khc bit ha. Safeway cng khng ngoi l. Mc d n lc ct gim chi ph thng qua vic m phn vi cc nh cung ng u vo cng nh t sn xut 14% nhn hiu hng ha ring ca mnh a ra chng trnh gi thp hng ngy cho hng ngn sn phm nhng Safeway vn cha th cnh tranh li cc chui gi thp thng lnh th trng nhiu nm nay l Waltmart. Nhng vi vic ch trng kt hp pht trin chin lc khc bit ha bng p ng khch hng vt tri to nn li th cnh tranh ring cho Safeway. Chin lc iu hnh ca Safeway l cung cp gi tr vt tri cho khch hng bng vic duy tr tiu chun ca hng tt hn v nhiu la chn cc sn phm cht lng cao hp dn, gi c hng ngy. " Cht lng sn phm An ton thc phm, cht lng v quan tm v sc khe Sn phm cht lng cao: Safeway s hu 17% ca cc nh my ca n (i vi cc thng hiu ring ca Safeway), cho php n c mt kim sot tt hn cht lng ca sn phm. N cng c cc i tc vi cc nh cung cp a phng ca sn phm ti sng ti California. Cc dng sn phm ca Safeway lun m bo cht lng, mc ti, ngon c ngun gc r rng. V d in hnh l dng sn phm phm O Organics c cp Nhm: Safeway Trang 86
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giy chng nhn thc phm hu c ca B Nng Nghip M (USDA) vo nm 2005, c ngha l chng c trng m khng s dng thuc tr su tng hp, sa i di truyn, hormon tng trng hoc cc khng sinh. Trong nm 2010, Safeway bt u mt mi quan h i tc ko di nhiu nm cho cc thit b v sinh tin tin v cc sn phm s tng cng kh nng ca chng ti p ng cc tiu chun v sinh nghim ngt ca chng ti cho cc ca hng ca chng ti. Ca hng Safeway, Vons, Randall's, Dominick's thng xuyn cung cp cho khch hng vi nhng tng thc phm cc gii php ba n tt nht. S ci tin Cng ty lun ci tin to ra cc sn phm v dch v tt nht p ng nhu cu ca khch hng nhau nh: O Organics v Eating Right gii quyt cc nhu cu ca khch hng ch trng v sc khe ; "Bright Green" thng hiu gii quyt cc nhu cu ca khch hng thc mi trng c bit, dng sn phm O Organics p ng c xu hng s dng thc phm hu c hin nay. Dng sn phm pht trin a dng vi hn 400 sn phm, phc v mi i tng, k c tr s sinh (O Organics for Baby) v tr nh (O Organics for Toddler). Hin nay, Safeway tip tc pht trin sn phm nhn hiu ring. Cng ty tp trung thng hiu ca mnh thnh bn khu vc: Core, Expertise, Wellness, Aspirational. Gi trong mi th loi ni chung l thp hn so vi nhng so snh cc sn phm t cc thng hiu quc gia. p ng khch hng : D mang nhng nhn hiu khc nhau nhng tt c cc ca hng u : Vi mi im mua sm: Safeway cung cp mt lot cc sn phm ( thc phm, vt t lm sch, m phm, ). Nhiu ca hng c my rt tin ca ngn hng Wells Fargo, mt quy Starbucks v mt trm nhin liu. Safeway cng ch trng u t nng cp cht lng h thng ca hng theo m hnh Lifestyle, nhm to cm gic tha mi, thun tin cho khch hng cng nh gp phn bo v mi trng, pht trin bn vng. Cc chuyn gia v tht v c cung cp cho khch hng nhng li khuyn nu n. i ng nhn vin nhit tnh c chuyn mn lun sn sang phc v v gip bn khi cn thit. Safeway pht trin mt h thng phn phi trc tuyn, ni ngi dng c th to ra danh sch mua sm c nhn. Nhm: Safeway Trang 87
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qun l hiu qu vic qun l quan h khch hng, Safeway s dng phn
mm EPR. iu gip Safeway c c mt h thng d liu thng tin khch hng tt. Safeway cn a ra nhiu chng trnh chm sc khch hng c bit nh: Cung cp cc th mua hng, th Safeway Club Mi n lc ca Safeway u hng n vic p ng khch hng vt tri, bin Safeway thnh thnh phn cuc sng nh chnh khu hiu ca n. S thnh cng ca Safeway l s hi lng ca khch hng trong ca hng thc phm Safeway, Vons, Randall's hay Dominick's. Vic s dng hiu qu ca thng tin khch hng, xy dng ca hng v chui cc la chn c th v dch v, v phn ng nhanh chng nhu cu thay i ca khch hng to ra c s cho vic ci thin s hi lng ca khch hng. nh gi : + Nhng thun li: S khc bit gip Safeway i ph c cc cng ty cnh tranh trong ngnh. Ti sn qu gi nht m chin lc khc bit ha ny to ra l s trung thnh vi nhn hiu ca khch hng vi Safeway. S khc bit v trung thnh nhn hiu cng to nn mt ro cn vi cc cng ty khc mun thm nhp . + Bt li : Vic xy dng v pht trin nng lc phn bit nhm to ra s khc bit m y l khc bit trong vic p ng khch hng i hi chi ph tng thm, lm tng gi thnh sn phm. La chn chin lc u t Hai nhn t c bn la chn chin mt chin lc u t l sc mnh thuc v v th tng i ca cng ty so vi cc i th cnh tranh trong ngnh v giai on trong chu k sng ca ngnh. 3. - V th cnh tranh: Safeway l nh bn l ln th hai Bc M, tnh n thng 12 nm 2010 vi 1.694 ca hng trn khp min ty v min trung Hoa K; pha ty Canada v mt s ca hng khu vc gia i Ty Dng ca vng ven bin ng. Siu th Tin tc cho bit xp hng ca Safeway l th 4 trong "Top 75 Bc bn l thc phm ca M" vo nm nm 2011 da trn doanh s bn hng c tnh 41 t USD vo nm 2010. Safeway to ra cho mnh mt v th ring khi to s khc bit thng qua p ng khch hng vt tri kt hp mc gi hng ngy. Nhm: Safeway Trang 88
QTCL_02 Safeway c v th cnh tranh mnh. - Giai on trong chu k sng ca ngnh:
Ngnh bn l Hoa K ang trong giai on bo ha, li nhun ca ngnh tng trng thp, thm ch bng khng. Trc tnh hnh , cc doanh nghip trong ngnh gp phi khng t kh khn. Safeway la chn chin lc gi v duy tr li nhun h tr cho chin lc chung ca h. thc hin chin lc trn, Safeway chi cc ngun lc pht trin hn na kh nng khc bit ha ca mnh. Nm 2010, tip tc pht trin cc sn phm t nhin ang c a chung trn th trng, Safeway tung ra dng sn phm Open Nature. qung b cho sn phm mi, Safeway chi rt mnh, Thit Lp K Lc Guinness World Records vi Tiu Bng Picnic Di Nht Th Gii; ng thi u bp ni ting Tyler Florence s dng thc phm t dng Open Nature Safeway 100% t nhin ch bin cc mn n phc v du khch d ngoi ti y nhm chng minh cht lng ca cc sn phm ny. " Tht l ng kinh ngc nhn thy rt nhiu ngi n vi nhau xung quanh mt bng duy nht thng thc mt ba n vi cc sn phm Open Nature ca chng ti. Khch hng ca chng ti yu cu cho mt dng sn phm t nhin v Safeway cung cp, thit lp mt tiu chun rt cao v nhng g t nhin nn c ngha l 100% t nhin, 100% thc s. Chng ti rt t ho mang thng hiu mi ny n vi ngi mua hng ca chng ti v chng ti bit rng mt ba n ngoi tri khng l Picnic National l cch hon ho lm iu ". Theo nhng con s : 305 mt l chiu di o c ca Bng Picnic di nht th gii, cn hn mt sn bng v tng ng vi 38 bn n chun. 7.176 feet g linh sam Douglas v 1.032 bu lng c s dng xy dng cc bng. Phi mt 4 ngi 10 ngy xy dng Bng Picnic di nht th gii. Bng Picnic di nht th gii nng hn 11.304 lbs. Bng ny ph v k lc Guinness trc World Record (248 feet, 2 inches) New Orleans, thng 10 nm 2009. Nhm: Safeway Trang 89
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405 ngi ngi xung quanh Bng Picnic di nht th gii ti mt thi gian S kin trn gp phn qung b mng m thng hiu Safeway n ngi tiu dng, nh mt li khng nh cho cht lng sn phm ca Safeway. V. THC THI CHIN LC 1, Cu trc t chc
Qua s t chc ca cng ty, ta thy t chc ca Safeway c c cu hn hp. Vi Tng gim c Steven Burd ng u, tip theo l cc b chc nng nh nh k ton, ngun nhn lc, tip th, v mua sm, v pha di cng l vic phn chia thnh 11 n v theo a l. Tng Gim c: Tng Gim c chu trch nhim qun l chung ca Cng ty. Theo quy tc qun tr doanh nghip ca Cng ty, ng c ton b quyn hnh ng thay mt cng ty trong Nhm: Safeway Trang 90
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tt c cc trng hp. ng chu trch nhim bo co nh k cc kt qu ca cng ty v trin vng n cho cc c ng v cng ng ti chnh. Nhim v ca Hi ng qun tr: Trch nhim chnh ca Hi ng l gim st v h tr qun l trong vic to ra cc gi tr lu di cho cc c ng ca cng ty trong trch nhim x hi v o c. Hi ng s chn gim c iu hnh mt cch m n xc nh c li ch tt nht ca cc c ng, xc nh hng chin lc ca cng ty v gim st vic thc hin. Ngoi tr cc quyn hn v thm quyn r rng dnh cho cc c ng v trong gii hn mc ch php l ca Cng ty, Hi ng c th gii quyt bt c vn lin quan n hot ng ca Cng ty v thc hin bt k quyt nh lin quan n cc vn thuc phm v hot ng ca n. Gim c cc khu vc chu trch nhim cho vic tin hnh kinh doanh ca Safeway trn c s hng ngy. Tng cng cc hot ng vn ha i mi ca Safeway, m rng cng ty vo th trng mi v vn ra ton cu. Tnh phn cp trong b my t chc l kh cao nhng t nm 2002 Safeway di chuyn theo hng tp trung vo cc chc nng chnh iu ny cho php kim sot c nhiu hn v mang li hiu qu cho t chc. Safeway tin rng y l mt cch hiu qu hn kinh doanh. L mt nh bn l thc phm, Safeway cn phi gn gi vi khch hng ca mnh c th xc nh nhu cu v c cch gii quyt ng n. Cc n v a l cho php Safeway gii quyt nhng yu cu ny. Vic t chc theo cc n v a l to cho cng ty tp trung t a phng iu ny rt quan trng c th thu thp thng tin t cc lnh vc c hiu qu. Hng tp trung cng xut hin trong cc b phn Safeway c nhng tiu n v da trn sn phm. V d, b phn tip th c chia lm tip th nhng sn phm d h hng v khng d h hng. iu ny s gip cng ty d dng trong vic qun l pht trin thng hiu, tp trung ci thin mi quan h vi khch hng v t c cc mc tiu ra. Mi chc nng s phi hp vi nhau p ng mc tiu s c hon thnh v nhng hot ng mang tnh cp nht s c thng tin li nhanh nht. Vi c cu t chc ny, tng vng s m bo cc nhn vin ca mnh u thc hin cc chin lc c a t trn xung. Mi b phn cng t ra nhng mc tiu ring ca mnh sao cho ph hp vi nhng mc tiu cp cng ty. iu ny s gip cng
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ty trong vic qun l pht trin thng hiu, tp trung ci thin mi quan h vi khch hng v t c cc mc tiu nu. 2. H thng kim sot Ban hi ng qun tr ca Safeway thnh lp nn 2 y ban bao gm: y ban c v qun tr doanh nghip, y ban kim ton. Cc thnh vin v ch tch trong mi y ban s c ch nh bi hi ng qun tr da trn s kin ngh ca y ban qun tr v c. C th quyn hn, trch nhim v nhim v ca mi y ban ny nh sau: y ban c v qun tr doanh nghip Mc ch ca U ban c v qun tr doanh nghip l nng cao trch nhim ca Hi ng qun tr lin quan n: - Vic xc nh cc c nhn iu kin tr thnh thnh vin Hi ng qun tr - Vic la chn, hoc ngh chn Hi ng qun tr, c Gim c cho cc cuc hp thng nin tip theo ca c ng. - Cc la chn, hoc ngh chn Hi ng qun tr, ng c vin gim c in vo bt k v tr tuyn dng vo Hi ng qun tr. - Pht trin v xut n Hi ng qun tr v vic qun tr doanh nghip v nguyn tc p dng cho cng ty. Trong khi lm nh vy, y ban s n lc duy tr cc phng tin min ph v m thng tin lin lc gia cc thnh vin ca U ban, cc thnh vin khc ca Hi ng qun tr v qun l ca Cng ty. Ngoi cc nhim v, quyn hn v trch nhim r rng giao cho U ban, y ban c th thc hin bt k quyn hn khc v giao trch nhim cho Hi ng qun tr vi thi gian ph hp vi cng ty. Cc quyn hn v trch nhim phn cp ca Hi ng y ban ny. iu l hoc nu khng c thc hin v thc hin bi y ban, nu xt thy thch hp m khng yu cu ca Hi ng qun tr ph duyt v bt c quyt nh thc hin bi cc U ban s l ty theo quyt nh ca U ban. Trong khi hnh ng trong phm vi nhim v, quyn hn v trch nhim giao cho n, cc U ban c th thc hin tt c cc nhim v, quyn hn v thm quyn ca Hi ng qun tr. n mc ti a c php theo quy nh ca php lut, U ban c quyn quyt nh vn l trong vng phm vi quyn hn v trch nhim giao cho n. y ban Kim ton y ban Kim ton bao gm nm gim c c lp v hot ng theo iu l bng vn bn c thng qua bi Hi ng qun tr. Nhm: Safeway Trang 92
QTCL_02 Cc thnh vin ca y ban Kim ton l: Mohan Gyani, Ch tch Janet E. Grove Robert I. MacDonnell Kenneth W. Oder Rebecca A. Stirn hp nht
theo di tnh hnh ti chnh v ti tr ca Safeway theo di qu trnh bo co cc bng bo co ti chnh ca cng ty gim st qu trnh bo co ti chnh ca cng ty gim st hiu qu ca kim sot ni b ca cng ty xem xt k hoch v bo co chc nng kim ton ni b ca cng ty theo di kim ton theo lut nh ca bo co ti chnh v bo co ti chnh nh gi s c lp ca cng ty kim ton ca cng ty
nh gi cc dch v phi kim ton bi cng ty kim ton ca cng ty v cng ty kim ton thuc cng mt chui cung cp ca cng ty Lin lc vi kim ton vin ca cng ty v xem xt cc bo co ca kim ton vin trnh y ban Kim ton. 3. Phong cch lnh o Hin nay Safeway ang lnh o theo phng thc qun l nhm. To c hi gia tng hiu qu trong cng vic qun l, thc y hp tc gia cc c nhn lm gia tng nng sut lao ng, hiu qu trong cng tc qun tr ngun nhn lc. Cc nh lnh o lun c la chn v thit t v tr nhng trong nhng nm gn y trong ni b cng ty xy ra vi ln thuyn chuyn cn b ch cht do nhng nguyn nhn khch quan cng nh ch quan khc. 4. Vn ho cng ty Safeway tham gia vo mt lot cc d n v cc hot ng trn ton th gii. V vy, tin rng l trch nhim ca Safeway ng gp cho cng ng a phng trn ton cu. L mt cng ty t trch nhim x hi ln hng u, Safeway c trch nhim v cht lng v tin cy ca cc sn phm v dch v ca chnh mnh. Vn ho cng ty l vn ho hng vo cht lng vo khch hng. y l nhim v ca Safeway to ra Nhm: Safeway Trang 93 chun b d tho Ngh quyt lin quan n cuc bu c ca kim ton vin
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gi tr mi bng cch cung cp sn phm sng to v dch v nhm gip to ra mt x hi bn vng. hon thnh s mnh ny v tip tc thc y cc sng kin cho vic a dng ha cc nhn vin v cch lm vic. iu ny s cho php Safeway xy dng vn ha doanh nghip, ni tt c nhn vin c th to ra gi tr mi, cng nh gii quyt nhng vn kh khn i mt vi cc th h hin ti v tng lai. Gp phn h tr chin lc pht trin cho cng ty, kt ni cc thnh vin ca t chc. ng thi bn cnh , vic kim sot hot ng ca nhn vin cn c thng qua mt s quy tc x s: * Trung thc: c s trung thc trong ni b v thng tin lin lc bn ngoi v tt c cc hot ng kinh doanh * Ton vn: thc hin vic kinh doanh theo ng cc tiu chun o c * Tn trng: c s tn trng gia mi ngi trong cng ng ni m cc nhn vin sng v lm vic. * Cht lng: phn u cung cp cc sn phm v dch v tt nht cho khch hng. * Trch nhim: Xc nhn cam kt thc hin ng nh nhng g ni. * Cng bng: tun th php lut, quy nh, chnh sch v mi tiu chun cao v hnh vi. 4. Truyn thng Trong qu trnh xy dng v pht trin Safeway lun tin tng rng ngun gc to dng c lng tin ca nhn vin ni doanh nghip chnh l hiu qu ca cng tc truyn thng ni b. Cc mc tiu di hn, ngn hn, mc tiu chin lc ca cng ty lun c lan truyn t cp lnh o n cp nhn vin, lan truyn trong chnh ni b ca h. Cc nhn vin lun c c cc quyn li cng nh xc nh ngha v ca h i vi cng ty, i vi ng nghip. Bng cc phng thc chnh thc v phi chnh thc trong cc cng b bo ch, trong vn ho, ni quy doanh nghip, cng nh lan truyn trong qu trnh lm vic, xy dng v pht trin cng ty. 5. ng vin Safeway n lc nui dng, o to ngun nhn lc hng dn trin khai cc hot ng kinh doanh ton cu, cng vi nhng n lc thm ngh lc ni lm vic. Nhng n lc s c thc hin thit lp o c kinh doanh, cam kt c bn v kinh doanh "v o c", v trit loi b cc hnh vi vi phm php lut v cc quy nh
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nhm cng c s tin cy ca khch hng v x hi. Xy dng h thng thng theo nhm qun l khuyn khch s thc hin ca nhm. VI. THNH TU T C TRONG QU TRNH THC THI CHIN LC 1. V th trng Khi mi thnh lp Safeway cng ty ch c st nhp t 1 cng ty Sam Seelig v ca hng Skaggs . Safeway thc hin chin lc kinh doanh thng qua u t m ca hng , mua li mang tm quc t => Cng ty s hu hn 1694 ca hng trn nhiu quc gia . n nay cng ty c thng hiu ring : Organic, Eating Right, Bright Green y l nhng dng sn phm hu c tt cho sc khe v thn thin vi mi trng. Hin ti Safeway c cc nh my sn xut v ch bin: Nh my sa - 6 ti Hoa K v 3 Canada Nh my sn xut bnh m - 6 ti Hoa K v 2 Canada Nh my lm kem - 2 v ti Hoa K v Canada Pho mt v cc nh my ng gi tht - 2 trong Canada
- Nc gii kht ng chai nh my - 4 ti Hoa K - Nh my ch bin rau qu - 1 ti Hoa K v 3 Canada - Nh my thc n chn nui - 1 ti Hoa K Nm 2009 Safeway c Vin Ethisphere chn l mt trong nhng cng ty o c nht th gii v ng trong top 11 nh bn l ln nht Hoa K v top 75 nh bn l ln nht ca Bc M nm 2011.
Nm 1972, Safeway vt qua cng ty Great Atlantic & Pacific Tea, l chui ln nht th gii v bn l thc phm. Nm 1997, Safeway ng th hai sau Kroger trong ngnh cng nghip hng tp ha ca Hoa K - nm 1997 doanh s bn hng tng 30% tng ng vi 22,48 t USD, trong khi thu nhp rng tng 21% tng ng vi 557,4 triu USD.
Nm 2009, Safeway ng th 11 trong cc nh bn l ln nht Hoa K.
Nm 2011, SAFEWAY nm trong "Top 75 nh bn l thc phm ca Bc M" da trn doanh s bn hng c tnh 2010 nm ti chnh 41 t USD. Nhm: Safeway Trang 95
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2. V ti chnh Doanh s tng u qua cc nm mc d chu nh hng ca khng hong kinh t lm cho doanh s nm 2009-2010 gim nhng cng ty tng trng tr li v t 43.630,2 t USD nm 2011. Li nhun c s gia tng , vic u t khai thc ngun lc ca cng ty tng i hiu qu.
Cng ty dng cc khon n vay di hn u t, chp nhn s dng vn di hn c ph tn cao nhng ri ro li thp y c th l chnh sch u t cng tng i ph hp.
Nhm: Safeway
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GVHD: T.S NGUYN XUN LN

2.3. Mc tiu ca safeway ....................................................................................... 16 Nhm: Safeway Trang 2

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3. Phn tch ng thi ca i th v nhm chin lc .............................................. 30 a. ng thi ca i th : ................................................................................ 30

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GVHD: T.S NGUYN XUN LN Ngun k thut ............................................................................................ 46

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3. Cch thc thm nhp............................................................................................ 77 III. CHIN LC CHC NNG ............................................................................ 78

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A. TNG QUAN CNG TY

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QTCL_02 2. Qu trnh pht trin

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QTCL_02 2.1. M hnh kinh doanh

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B. PHN TCH MI TRNG BN NGOI

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QTCL_02 Ro cn nhp cuc ca ngnh gm cc yu t sau :

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Doanh s trong nm 2011 ca mt s bn l thuc top u M Walmart: 264,2 t USD

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nh hng: Cc nh bn l nh Koninklijke Ahold, NV (AHO) , Kroger Company

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Wal-mart, Safeway, Kroger.

Knh phn phi

Whole Foods Market, WinnDixie Stores

Trader Joe, Bashas

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C. PHN TCH MI TRNG BN TRONG

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78 137 163 Trang 45

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