I.

CIRCLE K

1. S lc v Circle K
Circle K ton cu S thnh cng ca Circle K trong ngnh cng nghip bn l tin li ko di hn 50 nm qua, khi ngun t nm 1951, khi Fred Hervey mua li ba ca hng Kay's Food ti El Paso, bang Texas, M. Trong sut nhng nm u tin, tinh thn dm ngh dm lm ca Hervey gip cng ty ghi du n ti vng Ty Nam nc M. Sau , ng m rng chui Circle K ra New Mexico v Arizona, ni tr thnh i bn doanh ca cng ty t nm 1957. Theo thi gian, Circle K l mt trong nhng thng hiu ca hng tin li ph bin v thnh cng nht Bc M. Hin nay, Circle K c hn 6.000 ca hng trn ton nc M v hn 14.000 a im trn th gii bao gm Nht Bn, Hong Kong, Trung Quc, Indonesia, Vit Nam, Cc tiu vng quc Rp Thng Nht, Mehico, o Guam - a ht ca M. Circle K tr thnh mt trong nhng nhn hiu bn l uy tn rng khp, ni ting trn ton th gii v cht lng sn phm v dch v chm sc khch hng tuyt vi Mc tiu ca Circle K trn ton cu l em n cho khch hng s ng nht i vi tt c cc ca hng trn ton cu: Khi n vi Circle K ti bt k ni u, bn cng u cm nhn c s tin li quen thuc nh ti Circle K t nc bn. V bn bit rng bn c th tin tng vo thng hiu Circle K, cho d ngn ng c th khc bit. Circle K Vit Nam Circle K rt l chui ca hng tin li quc t u tin ti Vit Nam. Khai trng ca hng u tin ti Vit Nam vo thng 12/2008 v n nay, Circle K c hn 50 ca hng ti Tp. H Ch Minh. Mc tiu ca Circle K l tr thnh chui ca hng tin li c a chung nht ti Vit Nam. Circle K m ca 24 gi mt ngy v 7 ngy mt tun vi phng chm cung cp s tin li nht cho khch hng.. Nhim v m chui ca hng ny hng ti l lun khng ngng tm kim nhng gii php ti u mang n cho khch hng nhng tri nghim mua sm th v, an ton, tin li vi nhiu la chn v sn phm v thc n nhanh cht lng, cng phong cch phc v nhanh v thn thin c th em n nhng gi tr tt nht cho khch hng bng cch p ng cc yu cu a dng ca khch hng v phc v h ngy cng tt hn. 2. Sn phm kinh doanh

H thng chui ca hng tin li Circle K l ni hng ngy cung ng cc mt hng thit yu, m bo cht lng v hp v sinh an ton thc phm cho ngi tiu dng. C hn 1000 sn phm trong cc ca hng ca Circle K bao gm hng trong nc v hng nhp khu. Cc sn phm ca Circle K cung cp c th chia ra lm ba nhm, l nhm l hng tp ha, hng thc n nhanh v dch v. Hng tp ha Bia & ru tri cy H thng Circle K, cung cp cho khch hng s a dng v chng loi cho nhiu "gu" ung bia khc nhau; t nhng loi bia trong nc mang m hng v Vit nh 333, Si Gn , Si Gn xanh; cho n cc thng hiu bia nc ngoi nhng c mt lu i v cng tr nn quen thuc vi ngi Vit Nam nh Tiger, Heineken, Carlsberg....; Ngoi ra nhng loi bia mang hng v ca cc quc gia khc nh Saporro, Asahi ca Nht hay bia Bitburrger t c cng s l s la chn tuyt vi cho cc khch hng thch hng v mi l. Circle K l mt trong nhng a im p ng hu ht nhu cu thng thc bia ca khch hng hin nay trn th trng. V hn th na, Circle K lun sn sng phc v 24/24, k c ngy hay m, l tt hay ch nht. iu c bit hn ht, bia ti Circle K lun c gi lnh khch hng c th thng thc ngay m khng phi mt thi gian p lnh hay phi dng thm . Circle K khng ch c bia lon m cn c c bia chai vi kch c khc nhau, ty theo s thch ca tng ngi. Bn cnh , khng th khng nhc n ru tri cy c nhiu bn tr a thch nh Spy hay Vodka Cruiser vi nhiu hng v khc nhau v cng c tr lnh phc v bn mi lc mi ni. Ru T cc dng ru vang ca Php, M, Chi L, cc thng hiu ru mnh ni ting trn th gii Johnny Walkers, Hennessy, Remy Martincho n cc loi ru truyn thng nh So-ju ca Hn Quc, Vodka Smirnoff hay ru Vodka H Ni, Halico lun c khch hng a chung, c bit l khch nc ngoi mi khi n thm Vit Nam u c th tm thy ti Circle K. Cc sn phm ru vang v ru mnh ti Circle K lun c xut x r rng, c mua hoc nhp khu chnh thc t cc cng ty, cc nh phn phi uy tn trn th trng vi gi c cnh tranh. Nc gii kht lnh n cc ca hng trong h thng ca Circle K, bn s khng th ri mt khi gian t lnh vi cc ca knh trong sut, bn trong l nhng lon nc, chai nc mt lnh c th tha mn ngay cn kht ca bn.

Hu ht tt c cc thng hiu nc gii kht ang c yu thch trn th trng hin nay u c ti h thng Circle K, t nhng thng hiu ph bin nh Lavie, Aquafina hay dng cao cp Evian, nhng lon nc c ga mt lnh ni ting trn ton th gii nh Coca Cola, Pepsi cho n nhng thng hiu nc tri cy ni ting nh Welch's, Tipco... Bn cnh , nhng thc ung c ngun gc thin nhin lun c ngi tiu dng a chung nh tr C2, Dr. Thanh, Lipton... hay nc nha am, nc go mang thng hiu Woongjin t Hn Quc. Ngoi ra, Circle K cn cung cp cc sn phm gip bn gim mt mi, b sung khong cht, vitamin nh Redbull, Lipovitan, 7Up, Revive... iu c bit l ton b cc sn phm ny u c cung cp bi chnh cc nh sn xut khi cht lng v s hi lng ca khch hng lun l tiu ch hng u. Gi c cnh tranh trong mi trng phc v nhit tnh, thn thin, nhanh chng ca i ng nhn vin bn hng ang l mc tiu c hng n mang li s khc bit cho thng hiu Circle K. Bnh ko L mt trong nhng th mnh ca Circle K, khu vc bnh ko lun l im th v cho khch hng mi khi gh n. D l ngi ln hay tr nh cng khng th ri mt khi nhng sn phm a dng, c thng hiu c trong v ngoi nc, c sp xp bt mt. Nhng thanh ko cao su vi nhiu hng v khc nhau nh Doublemint, Xylitol, Trident, Mentos ph hp cho nhiu i tng khch hng. Cc b m tt que ko mt Chupa Chups, ko do Haribo, s c la M&M hay Kit Kat. Gii vn phng li thch ko cay Fisherman's Friend, Ricola hay s c la Snickers, Hershey's, Mars, Lindts ... Circle K lun cam kt mang n cho khch hng nhng sn phm t tiu chun cht lng i km s phc v n cn nht. Bn cnh khu vc ko l khu vc dnh cho bnh vi nhiu la chn v gi c hp l m bn khng cn phi i u xa vi s tin li ngay trong tm tay bn nh Oreo, Lu, Pepperidge Farm, Orion ang rt c a chung cho n cc loi bnh gu nhn s c la ca Lotte hay bnh c Marine Boy... Khch hng yu chung hng Vit Nam cht lng cao cng c th chn cho mnh sn phm bnh t nh cung cp Kinh , Phm Nguyn, ... Sa v sn phm t sa Sa c gi tr dinh dng cao v l ngun thc phm khng th thiu trong cuc sng hng ngy, l s la chn khng th thiu ca cc b m v tr nh. Circle K cam kt mang n nhng sn phm sa tt nht c yu thch t Vinamilk, C Gi H Lan, Nestle, Lt Milk, Devondale hay sa dinh dng Milo, Ovantine, sa u nnh Ngoi ra, bn c th d dng mua cc ch phm t sa ngy cng a dng nh sa chua Vinamilk, Lt, Elle & Vire; sa chua ung Yomost, Vinamik; sa chua ung li khun Yakult, Betagen; ph mai Con B Ci; Vng sa... ti Circle K

 Tri cy ti Ti Circle K, khch hng s c mang n s tin li bng nhng v tri cy c ra, ct sch s, ng gi cn thn theo quy trnh v sinh an ton thc phm v c trng by trong t mt vi hn s dng r rng s lm bn yn tm thng thc nhng hng v ti mt khc nhau bi, mn, s ri, chui, Kem Ti tt c cc ca hng ca Circle K lun c nhng t kem hp dn ca nhiu thng hiu ln c a chung ti Vit Nam, cho bn d dng la chn hng v yu thch ca mnh nh kem Wall's, kem Binggrae v da li hay kem "con c"... Hoc cao cp hn, bn c th chn cho mnh hp kem New Zealand mt lnh hay kem Haagen-Dazs ni ting trn ton th gii vi v ngon tuyt vi kh cng li c. Snack Snack l ngnh hng khng th thiu ti ca hng tin li. Ti Circle K, bn d dng tm thy nhng thng hiu snack yu thch y mu sc nh snack gi O'Star, Poca, Oishi, Kettle Chip; hay ng khoai ty chin c a chung t lu nh Pringles, Mister Potato hay Slide... Ngoi ra, khng th khng nhc n cc loi ht c th nhm nhi, tn gu nh u phng, ht iu, ht d, ht hng dng ca nhng thng hiu uy tn trn th trng; hay cc loi kh mc, kh c, tm kh... Thc phm kh Thc Phm Kh ang l mt trong nhng ngnh hng c sc mua nhanh do tnh tin dng v khng mt nhiu thi gian chun b. Hiu v mong mun p ng c nhu cu , Circle K lun c gng tm kim v a vo phc v cc sn phm c thng hiu c tin dng nh tr, c ph ng hp tin dng ca Lipton, G7, Nescafe...; hay gia v cn thit cho mi ba n, cc loi ng cc n sng, trng g v thc phm ng hp... Bn cnh , khng th khng nhc n cc sn phm M n lin vi nhiu hnh thc ng gi v hng v phong ph. iu c bit hn c v mang r nt tnh tin li ca Circle K l bn c th dng ngay ti ca hng v y c phc v nc si hon ton min ph cho bn, c th thng thc m, min,hay ph mt cch d dng v nhanh chng ch trong vng 03 pht. Ha m phm Vi s a dng v chng loi, Circle K cung cp cho khch hng cc sn phm chm sc c nhn nh du gi, sa tm cho c nam ln n cho n cc sn phm chuyn dng cho n nh cc dng chm sc mng, sn mng, son dng; hay cc sn phm dnh cho phi mnh nh dao co, bt co ru. Ngoi ra Circle K cn c cc sn phm chm sc v sinh ph n hoc cc dng sn phm chm sc em b ca bn nh du gi, sa tm hay phn dnh cho b. Tht l nhanh chng tm thy nhng sn phm chm sc sc khe v sc p vi nhng thng hiu m bn yu thch.

Thc n nhanh Thc n nhanh l xu hng tiu dng ngy cng c a chung hn bi tnh tin dng ca n. Circle K mang n cho khch hng s tin li ca thc n nhanh vi thng hiu TAKE AWAY. Vi mc tiu an ton thc phm l hng u, cc sn phm Take Away c ch bin theo mt quy trnh v sinh nghim ngt. Nhn vin bn hng khu sn phm Take Away u c c quan chc nng cp giy Chng Nhn Sc Khe v Giy Chng Nhn Tp hun Kin thc v V Sinh An Ton Thc Phm, ng thi c Cng ty hun luyn v quy trnh an ton thc phm. Bn cnh , s a dng ca sn phm cng l mc tiu hng n ca Circle K nhm em n nhiu la chn cho khch hng, theo khu v Vit Nam hay phng Ty. T Hot Dog - bnh m kp xc xch hay C ph nng theo phong cch M cho n bnh bao, cc loi vin xin nng nh c vin, b vin, tm vin hay m trn. V c bit hn ht l sn phm ch c ti Circle K l sn phm Froster - si r tuyt vi hng v tri cy ti mt rt c bit. Dch v Ngoi cung cp cc mt hng tp ha phm ging nh cc ca hng tin li khch th Circle K cn cung cp thm cc dch v sau y tng thm s thun tin cho khc hng khi n vi ca hng. ATM Circle K hp tc vi cc ngn hng c uy tn trong nc v quc t phc v nhu cu rt tin mt ca khch hng thng qua cc my ATM c t ti cc ca hng Circle K.!

Th in thoi Circle K cung cp tt c cc loi th in thoi tr trc ca cc mng di ng ln ca Vit Nam vi nhiu mnh gi a dng cho khch hng la chn:

Vinaphone: - Mnh gi 100,000 - Mnh gi 200,000 - Mnh gi 300,000 - Mnh gi 500,000

Mobifone: - Mnh gi 20,000 - Mnh gi 50,000 - Mnh gi 100,000 - Mnh gi 200,000 - Mnh gi 300,000 - Mnh gi 500,000

Viettel: - Mnh gi 20,000 - Mnh gi 50,000 - Mnh gi 100,000 - Mnh gi 200,000 - Mnh gi 300,000 - Mnh gi 500,000

Git i Cosmo Phi hp vi dch v git i hp ty ca Cosmo Laundry, Circle K cung cp cho gip khch hng s tin nghi hn vi dch v c thc hin trong vng 24 gi, cung cp giao hng tn ni cng vi nhiu chng trnh khuyn mi trong nm. ACS ACS - Dch v thu h dnh cho khch mua hng tr gp. Khi khch hng mun mua cc sn phm nhng cha c tin, mt s ca hng in my hoc vi tnh c chng trnh mua hng tr gp lin kt vi cng ty ACS. Qua , ACS s cho bn vay mua hng v tr gp hng thng. to s thun tin cho khch hng tr gp, cng ty ACS lin kt vi h thng Circle K. Khch hng c th n bt k ca hng Circle K, khai bo s in thoi hoc s chng minh nhn dn thanh ton n bng tin mt m khng

3. Th trng mc tiu
Hnh vi ca ngi tiu dng (c bit l vi gii tr) ang thay i, h mun nhng cng vic lin quan n ba cm hng ngy nhanh hn, tin hn, an ton hn v gi c n nh hn. H khng thch chen ln, mc c trong nhng ci ch truyn thng thp m vi n t trong thi k bo gi, cng ngao ngn hn khi chy xe hng gi mi tm thy mt siu th cch nh qu xa hay xp hng ch i mi mn n lt tnh tin trong cc siu th ng c. c bit vn v v sinh an ton thc phm li l mi quan tm hng u khi m cc thng tin v chng ngy cng nht nhi trn bo i, mng x hi. Nhng mt hng thc phm bn, khng m bo v sinh tri ni trn ngp ngoi th trng, nhiu nn nhn b ng c phi nhp vin hay s bt lng ca con ngi v chy theo li nhun,t nhiu lm nh hng n tm l ca ngi tiu dng.

V vy, Circle K vo phn khc ngi tiu dng tr tui bn rn, nng ng nhng khng c nhiu thi gian. c bit h quan tm n cc vn v an ton v sinh thc phm, n cc sn phm ti sch, cht lng v v sinh. Cuc sng bn rn khin cho h kh c th sp xp thi gian i vo cc siu th ln, hoc nu c vo c th vic phi xp hng di ch n lt thanh ton cng l mt nguyn nhn gy ngn ngm. Vi h mt mi trng mua sm th v, thoi mi v an ton vi sn phm cht lng, dch v n ung phong ph, cc dch v tin ch nhanh chng v thn thin l nhng tiu ch ph hp vi nhp sng hi h hin nay. Bn cnh khch nc ngoi, khch du lch cng l mt phn khc th trng m Circle K nhm vo. Circle K Vit Nam l mt b phn Circle K quc t nn vi s ni ting trn ton cu, Circle K Vit Nam mun nhm vo i tng khch nc ngoi bng s thn thuc nh l Circle K nc ca h. Circle K mun khi khch nc ngoi bc vo ca hng ca mnh th h s tm thy nhng sn phm m h c th tm thy nc mnh. V vy lng khch hng c ng gp khng nh vo doanh thu ca ca hng.

4. i th cnh tranh
C th phn i th cnh tranh hin nay ca Circle K thnh hai ba chnh sau: - Th nht l cc ca hng tin li ca cc thng hiu khc. C th k ra nh: Bsmark (FamilyMart), shop & go, new ch, Satra food Theo nh th trng hin nay th sc mua gim ,ch ph mt bng t ,ng vn eo hp...khin cuc ua trn th trng bn l ang chuyn dch t nhng i siu th sang ca hng tin li,siu th mini vi s lng tng n chng mt V theo nh cng ty nghin cu th trng Kantar Worldpanel ,mc tng trng ca m hnh ny so vi cng k nm trc ln n 80% ,gn vi nhu cu v s tin li ca ngi tiu dng thnh th.V th trng Vit Nam l th trng tim nng cho s pht trin ca cc ca hng tin li V vy vic cc ca hng tin li ngy cng mc ln nh hin nay l iu khng trnh khi. Do i th cnh tranh ca Circle-k y l cc ca hng tin li ca nhng Thng hiu khc : Mt s ca hng tin li ti thnh ph H Ch Minh: Family mart y l ca hng tin li kinh doanh 24h, 365 ngy, khng c ngy ngh . Bn cnh nhng mt hng phc v cho nhu cu thit yu hng ngy nh ha m phm,

vn phng phm, bnh ko, nc ung... FamilyMart cn c nhng sn phm thc n nhanh c trng ring ca Nht Bn nh: cm nm, bnh bao, phc v 24/24h. V c bit nhng loi thc n ny c rt nhiu bn tr tui teen thch .Ngoi ra, ti Family Mart, khch hng c th mua c c v tu, v xe, v xem phim v rt tin... khng ch p ng nhu cu ca mi ngi v sn phm m hn ht l lun t tiu ch lm cho mi khch hng u vui v v hi lng khi mua sm ti ca hng.im mnh caFamilyMart s tin li, nhanh chng ca khch hng. Khi mua sm tiFamilyMart, khch hng rt t khi phi i khi thanh ton nh trong siu th. V hin nay Family mart c tp on BJC Thi Lan mua li v i tn thnh Bs Mart Hin Family mart c 42 ca hng hot ng trn a bn TPHCM Li th cnh tranh : Family mart c ngi tiu dng bit n nh mt ca hng tin li lch s,sch s ,thc n kh l ngon vi mc gi va phi ,c bit l phong cch phc v thn thin v lch s ca nhn vin em n cho khch hng s thoi mi v tin li khi mua sm Family mart . shop&Go Cng ty CP Ca Hiu v Sc Sng (SHOP & GO) c thnh lp vo ngy 26 thng 08 nm 2005 v ang l cng ty iu hnh chui ca hng tin li ln nht thnh ph H Ch Minh v H Ni hin nay. Ca hng u tin ca Shop & Go chnh thc hot ng vo ngy 03 thng 12 nm 2005 ti 74A1 Hai B Trng, Qun 1, Tp.HCM. T 1 ca hng vo nm 2005, hin nay Shop & Go c 83 ca hng tnh n thng 12 nm 2012. Trong thi gian ti Shop & Go s tip tc m rng h thng ca hng tin li trn phm vi ton quc p ng nhu cu ngy cng cao ca ngi dn c nc Shop & go cung cp cho khch hng cc dch v tin ch, ph hp vi nhu cu ca tng khu vc dn c xung quanh mi ca hng, bao gm: my rt tin t ng ATM, th np in thoi, th gi in thoi ng di IDD card. Ngoi ra vi s phc v tn tnh ca i ng nhn vin v gi c phi chng, Shop&Go lun nhn c s ng h ca khch hng . Ngoi cc c trng ca mt ca hng tin li nh : tin li, sch s, sang trng v thn thin th vi s ra i lu nm nn mc nhn bit ca khch hng v ca hng tin li ny l kh cao.Bn cnh vi s lng ca hng trn a bn thnh ph H Ch Minh hin nay l kh ln v cao hn hn so vi cc thng hiu khc nn khi nhc n ca hng tin li th ngi ta thng ngh ngay n Shop&Go G7ministop

G7-Ministop ra i l s lin doanh gia cng ty G7Mart (Tp on Trung Nguyn) v Ministop (cng ty thnh vin ca tp on bn l s mt Nht Bn AEON). c t ti cc khu dn c gn cc trng hc v ch. Ca hng hot ng 24/24h M hnh hot ng ,dch v cng nh cc ca hng tin li khc nhng im c bit yl u tin bn nhng sn phm ca Vit Nam New ch

Mc d mi ra i t thng 2/2011 nhng New ch vn thu ht c nhiu b ni tr gh mua hng . Phn khc khch hng l ngi ph n hin i,va i lm va lm ni tr Sn phm l hng tiu dng v thc phm ti sng Satra food Gia nhp th trng vo nm 2010 ,n nay c 20 ca hng satra food trn th trng thnh ph H Ch Minh Phn khc khch hng l ngi ph n hin i va i lm va lm ni tr Sn phm l hng tiu dng v thc phm ti sng M hnh ca satra food v new ch hu nh l ging nhau

Nh vy i th trc tip ca circle-k l cc ca hng tin li ca nhng tp on khc ang hin hu v trong tng lai s c nhng thng hiu khc dn xut hin v Vit Nam l mt th trng y tim nng cho s pht trin ca ca hng tin li . - Th hai, ngoi cc ca hng tin li th ch v cc tp ha nh l cng l nhng i th c tnh cnh tranh cao i vi Circle K Hai hnh thc bn l ny c tnh cnh tranh cao Vit Nam i vi nhng ca hng tin li bi hai l do chnh sau y: Thi quen tiu dng Theo kho st ca cng ty nghin cu th trng Kantar Worldpanel Vit Nam, tim tp ha l knh mua sm chnh thnh th, chim hn 60% th trng hng tiu dng nhanh (FMCG). Mi h trung bnh mua sm ni ny 2 ln trong tun. Nh vy tim tp ha lin quan n vn ha tiu dng v khng d thay i mt sm mt chiu. V th, th trng ca cc tim tp ha khng th b thu hp lp tc khi xut hin cc ca hng tin li. Mc khc so snh v gi c Tuy thu ht khch nh nhng yu t trn nhng gi c li l nguyn nhn ln khin cho ngi tiu dng ngn ngi mua sm ti y.Theo thc t th gi ca ca hng tp ha thp hn v chi ph vn hnh thp, trao i bng tin mt. Do vy cng mt mn hng ca hng tin li so vi ch hay ca hng tp ha, gi c khi chnh lch 5-10% trong khi cht lng hng ha ging nhau hoc khng tt hn l bao. Mc khc s lng cc ca hng tp ha hin nay l rt ln, len li khp ni, ngi tiu dng c th d dng mua hng ha ca hng tp ha hn do gn nh v cng nh thi quen mua 1 ca hng quen thuc (theo nh kho st cho thy ngi tiu dng Vit Nam c thi quen mua sm tp ha ti mt ni quen thuc v 85% ngi c hi ni rng h trung thnh vi 1 ca hng,60% cho bit l ca hng gn nha hoc gn ch lm ). iu kh trch khi nguyn nhn v sao ngi tiu dng vn thch mua ca hng tp ha hn. Thm na trong di hn, cc ca hng tp ha s dn chuyn i hnh thc trng by nh nng cp trang thit b (my tnh tin, t k) nhm gim bt khong cch s khc bit vi ca hng tin li. Nh vy vic canh tranh ca ca hng tin li nh Circle-k s cng thm kh khn. Do vi nhng ca hng tin li v c bit trong bi ny l Circle K phi kim sot u vo hng ha cht ch, c ngun gc xut x r rng, ph hp vi xu

hng hin nay, khi ngi tiu dng c thc hn v vic s dng sn phm sch. Ngoi tiu ch cht lng, ngun gc sn phm th cch trng by (tp trung cho hng ha thit yu) v thi gian hot ng (m ca gn nh 24/24) l u im ln nht ca m hnh ca hng tin li. Thm na khi mua y vic kim sot chi tiu d dng hn, t b chong ngp bi s lng hng ha cng nh cc chng trnh khuyn mi ti nhng siu th ln. Nhng ca hng ny c quy m nh, dng len li, xen k trong khu dn c, to knh phn phi tin li cho ngi bn rn hay xa siu th v khng mun i ch truyn thng, ca hng tp ha. Tt c u cho thy y l mt c hi m cc ca hng tin ch c th tn dng m rng th phn trong ming bnh ca ngnh bn l hin i.

5. ng thi ca doanh nghip

5.1. Product Hiu c nhu cu ngy cng cao ca ngi tiu dng v cht lng v tnh tin dng ca sn phm trong cuc sng hin i ngy nay, Circle K khng ngng phi hp v lm vic cht ch vi cc nh cung cp hng u trong nc v nc ngoi mang n cho khch hng cc dng sn phm a dng v chng loi, chnh hiu, m bo v cht lng, r rng v ngun gc. M ca lin tc 24 gi /7 ngy vi dch v chuyn nghip, thn thin, nhanh chng, sch s, gn gng v an ton v sinh, chui ca hng tin ch ca Circle K mang n cho khch hng a ch mua sm cc sn phm chnh hng a dng cng nh cc dch v tin li. Cc sn phm ca Circle K l mt h thng a dng, t ung p lnh, bia, bnh ko, thc n nh, sn phm chm sc c nhn, thc phm kh, hng tng hp, th in thoi, ATM, dch v thu h dnh cho khch hng tr gp cho n dch v phc v thc n v nhiu hn na. M hnh kinh doanh a dng cho php Circle K thm nhp hiu qu vo bt c ni no Circle K c mt. Ngoi cc dch v tin ch, dch v n ung trong Circle K thc s l mt "cng c" tuyt vi gip thng hiu i vo tri tim ca ngi tiu dng. Dch v n ung mang n cho khch hng s la chn phong ph t cc mn n quc t quen thuc: bnh m xc xch, m trn, vin xin nng, n cc mn n a phng v thc n ng ph ph bin: bnh bao, bnh gi, bnh m p la mi lc trong ngy thm ch c cm tra v bui ti . Khng ch dng li trong lnh vc thc phm, Circle K cn tha cn kht ca khch hng 24/7 nh vo s a dng ha thc ung t lnh n nng. Froster - thc ung biu tng ca Circle K - lun mang n cho khch hng nim vui, v trong mt c, h c th thc hin pha trn v kt hp cc hng v c sn. Ngoi ra, cc sn phm ca Postmix, Nestle, kem ti Softee v cc loi c ph nng nh espresso, cappuccino, latte cc ca hng Circle K cng l s la chn yu thch ca khch

hng vo mi lc. Chnh phong cch tr trung, hin i, nng ng, thit k hp mt cng vi cc sn phm v dch v n ung c o c bn vi gi c phi chng cng nh cc dch v tin ch nhanh chng, gn gng v thn thin khc, c bit vi khu vc n ung ti ch rng ri, Wi-Fi min ph, Circle K tr thnh im n cho cc khch hng mi la tui, ngnh ngh v quc tch: t tr nh, hc sinh, tui teen, thanh thiu nin n ngi gi, t nhn vin vn phng n cc b ni tr, v c du khch 5.2. Price

Gi c Circle K khng ch l gi n thun ca sn phm m cn l gi ca c h thng dch v c cung cp v th khi n vi Circle K khch hng khng ch n thun mua sn phm m cn c th va tn hng c nhng dch v tt nht, s tin li, khng kh mt m, s thn thin ca nhn vin. Vi Circle K, ca hng tin li khng ch n thun l ni mua hng. V khch hng chnh l ngi nc ngoi sinh sng ti Vit Nam v du khch nn mc nh gi ca Circle-K cao hn khong 25% so vi i th cnh tranh nh cc qun tp ha v siu th. Vi d mt s mt hng tiu biu di y.

Circle K M ho ho chua cay Sa ng th 380g Xc xch Vissan 70g Sa Mi l 285g Marin Boy Yakult Sa ti tit trng khng ng Li dao Gillette 4 li 5 26 11 56 15 25 8

Siu th v tp ha khc 3.5 21 8 43 10 21.5 6.5

53

45

Gi ca tt c cc sn phm ca Circle K thng nht trn ton h thng. Khng c s khc nhau gia cc ca hng. 5.3. Placement

Circle K l chui ca hng tin li quc t u tin ti Vit Nam. Circle K khai trng ca hng u tin ti Vit Nam vo thng 12/2008. Ngy 24/10/2013 Circle K chnh thc khai trng ca hng th 58 ca mnh ti s 220 Nguyn Trng Tuyn, Qun Ph Nhun. Trong tng s 59 ca hng th c n 56 ca hng c t ti TPHCM, ngoi ra c 2 ca hng Vng Tu, 1 ca hng Mi N. Vi s lng ca hng tng nhanh qua cc nm, Circle K k vng s m c 550 ca hng vo nm 2018. y l bn th hin s phn b v tr cc ca hng ca Circle K TPHCM:

Trong tng s hn 50 ca hng TPHCM th c n 29 ca hng c t ti Qun 1. Cn li cc ca hng nm phn b ri rc cc qun: 2, 3, 4, 5, 7, 10, Bnh Thnh, Tn Bnh, Tn Ph, Th c, Ph Nhun. Danh sch a ch cc ca hng ca Circle K TPHCM Qun 1: + 36 Hai B Trng + 44 L Lai + 95 L Thnh Tn + 49 ng Du + 139 Bi Vin + 15B1 L Thnh Tn

+ 251 Thm + 9 Cng Trng Lam Sn + 69 H Tng Mu + 24B H Hun Nghip + 53 Nguyn Du + 238 L T Trng + 139C Nguyn Tri + 148 L Th Ring + 28/8 Bi Vin + 114 Trn nh Xu + 119 Cng Qunh + 31 Quang u + 50 Bi Vin + 201 Phm Ng Lo + 43 Phan Chu Trinh + 25 Nguyn Khc Nhu + 65C Nguyn Thi Hc + 114 L Li + 293 Phm Ng Lo + 45 L T Trng + 203 Bi Vin + 27 Bis Tn Tht Tng + 273 L Thnh Tn Qun 2: + 6 Tho in + 16 Quc Hng Qun 3: + 1 Nguyn Thng + 147 Nguyn Thin Thut + 31 B Huyn Thanh Quan Qun 4: + 129F/ 95I Bn Vn n + 8 Xm Chiu + 13 Tn n Qun 5: + 9 Nguyn Kim Qun 7: + RC2-12 Cresent Residence, Ph M Hng + SC19-2 Sky Garden 2, Ph M Hng + 189 Tn Dt Tin

+ 459/8A Nguyn Th Thp + 201 ng s 17 Qun 10: + 75 Thnh Thi + 70 ng Nai + 704 S Vn Hnh + 555 S Vn Hnh Qun Bnh Thnh: + 12C Phan ng Lu + 22L Miu Ni + 1 Cng Trng T Do Qun Tn Bnh: + 73 Bnh Gi + 106 Bnh Vn Trn + 116 ng en Qun Tn Ph: + 118 c Lp Qun Th c: + 336 V Vn Ngn Qun Ph Nhun: + 220 Nguyn Trng Tuyn. Hai ca hng Vng Tu: + 240 L Li, Tp. Vng Tu. + 54B ng 30/4, P. Thng Nht, Tp. Vng Tu. L s hp tc ca Tng cng ty xng du Vit Nam (PV Oil) v Circle K Vit Nam khai trng ngy 8/6/2011: ca hng tin li i km vi ca hng xng du. Ca hng Mi N: 79 Nguyn nh Chiu, Mi N, Tp. Phan Thit, Bnh Thun Ca hng ca Circle K c mt hu ht cc qun ca thnh ph H Ch Minh nn rt thun tin cho khch hng c th d dang tip cn. a phn ca hng ca Circle K u t nhng ni ng du khch nc ngoi qua li, nhng khu ngi nc ngoi hay sinh sng 5.4. Promotion

Cc chng trnh xc tin ca Circle K ch yu l hot ng khuyn mi.

Khuyn mi: Khuyn mi theo tng thng:

Circle K tin hnh cc chng trnh khuyn mi rt thng xuyn v hu nh thng no cng c nhng t khuyn mi. Tuy nhin quy m ca tng t khng ging nhau v nhng mt hng nm trong chng trnh cng khc nhau. Di y l mt s chng trnh khuyn mi ln trong nm 2013. Chng trnh Tn vinh v p Vit thng 10 (Treat yourself well in October) Thi gian: t ngy 1/10/2013 30/10/2013 Sn phm khuyn mi: Sa dng th, sa ra mt, ln kh mi nam Nivea, mc gim khong 10.000 M phm Maybelline off 20% Ngoi ra, thc ung: Coca cola 390ml, Tiger 330ml, Ice+ 500ml Snack: Snickers, Ko do, kem Melona Mc gim t 1.000- 2000/sp Chng trnh khuyn mi Trung Thu m p Chan ha yu thng (Happy Mid Autumn Festival) thng 9/2013 Thi gian: 1/9/2013 30/9/2013 Sn phm khuyn mi: Mua 1 tng 1: m ly MAMA, Ngoi ra, thc ung: Pepsi 500ml, Bia Saigon special 330ml, TEA+, 7up Revive Chocolate Kitkat, bnh mn Limo, ph ly, kem Mc gim 1.000 3.000/sp 8/2013 Chng trnh khuyn mi Mng nm hc mi (Back to school) thng

Thi gian 1/8/2013 31/8/2013 Sn phm khuyn mi: Bt ch, bt bi, hp bt, gt bt ch Thc ung: Sting 330ml, bia Sapporo 330ml, Coca Cola Light 330ml, ICE+. Kem con c, bp rang b, cool-air

Mc gim 1.000 2.000/sp Chng trnh khuyn mi thng ca Circle K thng p dng cho tt c cc ca hng trong h thng Circle K, ch yu l gim gi mt s mt hng v nc ung v snack vi mc gim 1.000 2.000/sp Khuyn mi nhn dp khai trng ca hng mi Shocking Prices: i vi nhng ca hng mi khai trng, Circle K cng p dng nhng chng trnh khuyn mi thu ht ngi tiu dng. Mt s v d nh: Khai trng 2 ca hng mi 9 Nguyn Kim- Qun 5 v 459/8A Nguyn Th Thp- Qun 7. Thi gian t 31/7/2013 4/8/2013 cho cc sn phm: xc xch, sa, froster - Khai trng ca hng 01 Cng Trng T Do, Bnh Thnh Thi gian t 19/7/2013 25/7/2013 cho cc sn phm: froster, c hp, go cheese Gim gi cho cc sn phm mi: Circle K khi tung ra hay bn nhng sn phm mi th cng s p dng chuong trnh khuyn mi khuyn khch khch hng dng th. Nh: - Vin xin c ri: 6.000/xin -> 5.000/xin - Xc xch c ri: 19.000/xin -> 17.000/xin Ngoi khuyn mi gim gi, Circle K cn thng xuyn t chc cc chng trnh khc nh rt thm trng thng, tng phiu qu tng Truyn thng, qung co: Trang web ca Circle K Vit Nam: trang web chung ca h thng ca hng Circle K l circlek.com.vn c u t k lng, thit k p, vi hai mu sc ch o v v trng, cp nht nhng thng tin mi nht v sn phm, dch v, chng trnh khuyn mi, c hi ngh nghip, v tr, a im cc ca hngGip cho khch hng c th d dng nm bt c thng tin v cc ca hng Facebook: ngoi trang web chnh th Circle K Vit Nam cng thnh lp trang mng facebook chia s v cung cp thng tin n vi ngi tiu dng Quan h cng chng: Hot ng PR ca Circle K Vit Nam kh trm lng v khng to c s ch ca cng chng. Nm 2013, cha thy mt hot ng PR no ca Circle K c thc hin. Tuy nhin, 2 nm trc (2011-2012) c mt s hot ng nh sau: - Chng trnh t thin Tt Trung Thu cho tr em ti Cm M, ng Nai (10/09/2011) Circle K phi hp cng vi AC Nielsen t chc Tt Trung Thu em nim vui n cho hc sinh ca trng Tiu hc huyn Cm M, tnh ng Nai vo ngy

10/09/2011. Cng trong ngy , chng ti cng n thm hi v tng qu nhm chia s phn no kh khn i vi cc gia nh neo n v kh khn y. - Circle K cng Chng Trnh Chy B T Thin - Terry Fox Run (25/11/2012) Chng trnh Terry Fox Run l s kin thng nin tng nh n nh hot ng nhn o Terry Fox v tn vinh nhng n lc ca anh trong hnh trnh nghin cu chng cn bnh ung th qui c cng nh l mt chng trnh gy qu t thin hng nm dnh cho cc bnh nhn ung th v c bit l tr em. Ngoi cc hot ng xc tin trn, thng qua logo, kin trc ca ca hng, Circle K cng to c s nhn bit v ch ca ngi tiu dng. Logo ca Circle K n gin nhng to s nhn bit rt mnh cho khch hng, ch cn nhn qua mt ln l c th ghi nh. Vi mu sc ch o l v trng, logo ca Circle l mt ch K mu nm trong mt vng trn mu trng v bn ngoi cng l mt hnh vung mu . Tt c u th hin tn ca thng hiu. Cc ca hng ca Circle K cng s dng hai mu sc trng v lm ch o, rt d nhn thy t pha xa. Tt c cc bin hiu u c logo ca Circle K. Pha trn l tn Circle K bng mu vin trng, gn trn nn sc trng en. Cu trc bin hiu l nh nhau trong ton h thng Circle K. Ca hng ca Circle K l ca hng hin i, c chc nng bn l, kinh doanh tng hp v chuyn doanh, c c cu chng loi hng ha phong ph, a dng, m bo cht lng, p ng cc tiu chun v din tch kinh doanh, trang thit b k thut v c s hin i, vn minh, t chc kinh doanh di hnh thc nhng ca hng qui m, c cc phng tin phc v vn minh, thun tin nhm phc v nhu cu mua sm ca khch hng

6. H thng chui ca hng chuyn nhng