Name: Nguyễn Ngọc Minh

Number: 29

Class: CN18-LOG1

1. Could you present the store : How long does it exist ? What type of products
does it sell ? Where is it located ?

- Name of the store: Winmart+

 - Store address: No. 14, Alley 59 Duong Khue, Dich Vong Ward, Cau
Giay District, Hanoi City
- Product: + VinMart is one of the retail brands that Vietnamese
customers trust and choose when they need to shop. There are more than
40 thousand items of cosmetics, food, household appliances, household
appliances, toys, fashion, etc. that can fully meet your family's needs.
+ Popular products are:
● Vegetables – Roots – Fruits
● Processed foods – Frozen foods – Fresh foods
● Confectionery
● Household appliances – Milk
● Cosmetic Chemistry
● Personal Care
● Mother and Baby Care
- The store was established on November 20, 2014
- Price policy: Price policy: Winmart provides products at reasonable
prices and ensures the products are genuine (product prices range from
5.000-500.000 VND).

2. Which are the competitors of the store ? What is the positioning of the store
(its specificities compared to its competitor)

- Competitor of WinMart+:
WinMart+ faces competition from many different retail chains in the Vietnamese
consumer goods sector. One of its main competitors is Circle K. (address: 15 Ward
Duong Khue, Mai Dich, Cau Giay, Hanoi)

- Positioning and Specificities Compared to Competitors:

WinMart+ differentiates itself by maintaining a ratio of more than 90% of domestic
goods, affirming its position as a retailer of Vietnamese people. The company focuses
on constantly innovating to meet the essential needs of consumers in the most
complete way. Through WinMart/WinMart+, quality products of manufacturers and
farmers are distributed widely, cutting intermediary costs, and quickly reaching
consumers. This emphasis on domestic goods and a consumer-centric approach sets
WinMart+ apart from its competitors.

Additionally, WinCommerce, the subsidiary of Masan Group that operates the

WinMart/WinMart+ retail chain, has successfully restructured the entire retail chain
and completed the rebranding in April 2022. This strategic move indicates a
commitment to modernization and adaptation to changing market dynamics, which
may further differentiate WinMart+ from its competitors.
In summary, WinMart+ distinguishes itself from competitors by its focus on domestic
goods, a consumer-centric approach, and a commitment to modernization and
innovation in the retail sector.

3. What type of customer visit this store according to you. Detail each of them

Types of Customers Visiting WinMart+

- Value-Conscious Shoppers: These customers are focused on getting the best deals
and value for their money. WinMart+ may attract these customers with its competitive
pricing, promotions, and exclusive deals offered through WinMart Mega Shop.

- Local and Domestic Product Enthusiasts: Customers who prioritize purchasing

locally sourced or domestic products. WinMart+ may appeal to these customers due to
its emphasis on maintaining a high ratio of domestic goods, reflecting a commitment
to supporting local manufacturers and farmers.

- Convenience Seekers: Customers who prioritize convenience and ease of shopping.

WinMart+ may attract these customers by offering a wide range of products available
for online purchase and doorstep delivery through WinMart Mega Shop.

- Quality and Variety Seekers: Customers who prioritize product quality and a diverse
range of options. WinMart+ may appeal to these customers by offering a wide
selection of quality products, including those from local manufacturers and farmers,
thereby meeting their needs for variety and quality.

- Community-Oriented Shoppers: Customers who value a sense of community and

connection to local businesses. WinMart+ may attract these customers by positioning
itself as a retailer of the Vietnamese people, thereby fostering a sense of community
and connection to local products and businesses.

4. Analyze the relation the clients have with the store depending on the product
sold ?

Vinmart operates under the mini supermarket model, with main products being food
and household appliances. This business model does not have much communication
between customers and employees. Customers only come to the store to look at the
product price list and then go to the counter to pay, so the relationship between
customers and the store is routine product.
5. Analyze the risks of the products sold by the store ?

Risks of the products sold by WinMart+

- Product Quality: One potential risk when purchasing products from any retailer is
the quality of the items. It is important for consumers to ensure that the products they
purchase meet their expectations and are safe to use. This includes checking for proper
labeling, certifications, and adherence to quality standards.

- Product Safety: Another risk to consider is product safety. Consumers should be

cautious about purchasing products that may pose health or safety hazards. This
includes items that are expired, counterfeit, or do not meet safety regulations.

- Product Authenticity: With the rise of online shopping, there is a risk of purchasing
counterfeit or fake products. Consumers should be vigilant and verify the authenticity
of the products they purchase from WinMart+.

- Customer Service: While not directly related to the products themselves, poor
customer service can be a risk when dealing with any retailer. It is important for
consumers to have access to reliable customer support in case of any issues or
concerns with their

6. Describe the experience when you visited the store from the entrance to the
end. When did you visit the store, how did it happen ?
Analyze during your visit, the product available, the organization of the store,
the ambiance and the relation with salespeople

- My Visit to WinMart+: I usually visit the door at 6:00 pm to buy food to cook
dinner. I open the door and enter the store, the staff will greet me and I go around the
store and choose the foods I want to buy, then go to the payment counter and the staff
will put my items in plastic bags and then I pay. Pay the money then pack your things
and leave.
- Products available:
+ WinMart+ organization
It can be assumed that WinMart+ follows a typical supermarket or mini-mart model,
with products arranged into different areas or aisles for easy navigation and
convenient shopping.
+ Air
WinMart+ strives to create a comfortable and friendly environment for its
customers.
+ Relationship with sales staff
The staff is very polite and ready to help if customers have any problems during
shopping

7. Analyze the situational variables of the store

Situational variables of WinMart+:

- Physical environment: The store has too many products and customers cannot find
the products they want. Staff will help customers find the products they want

- Social environment: The social environment in WinMart+ can also be considered a

situational variable. Factors such as the presence of other customers, team dynamics,
and interactions with sales staff can influence customer behavior and decision making.

- Time Pressure: Time pressure can be another situational variable that affects
customer behavior. For example, if there are time constraints or a sense of urgency,
customers may make purchasing decisions faster or prioritize some products over
others.

- Level of Risk: The level of perceived risk associated with purchasing certain
products can also be a situational variable. Factors such as the clarity of instructions,
the level of risk involved in using the product, or the presence of a warranty or
guarantee can influence a customer's decision making.
.
8. Choose a merchandising technique used from the store: describe and analyze it

Visual Merchandising Technique Used by WinMart+

WinMart+, as a retail system operated by WinCommerce, likely utilizes various

merchandising techniques to enhance the shopping experience and drive sales. we can
analyze a commonly used called **product placement**.

Product placement is a visual merchandising technique in which products are

strategically positioned throughout a store to draw attention and increase the
likelihood of customer purchases. By thoughtfully placing products in prominent
locations, WinMart+ can capture the attention of customers and influence their buying
decisions.

The benefits of product placement in visual merchandising include:

- Increased Visibility**: Placing products in high-traffic areas or at eye level can
increase their visibility to customers, making them more likely to notice and consider
purchasing them.

- Cross-Selling and Upselling**: By strategically placing related or complementary

products together, WinMart+ can encourage customers to make additional purchases.
For example, placing chips and dips together can prompt customers to buy both items
for a complete snacking experience.

- Creating a Story or Theme**: Effective product placement can help create a

cohesive narrative or theme within the store. This storytelling approach can enhance
the overall shopping experience and align with the brand image. For instance,
arranging products in a way that evokes a specific lifestyle or aesthetic that can
resonate with the target customer base

9. According to you, what could be improved into the store ?

The store can sell some ready-made food for customers to take home, and organize
many events such as drawings to give gifts to customers who buy many and have been
for a long time. Soft music can be played in the shop to increase customer comfort.
Overall, Winmart's business situation is very good and there is not much to improve.
The store should focus on product quality and maintain loyal customers.
.

10. Use one of the keypoints of the synthesis and apply it to the store

One key point that can be applied to WinMart+ is its expansion plan and the addition
of new stores. WinCommerce plans to boost its WinMart store network by opening
720 new stores, including 700 WinMart+ stores and more than 20 WinMart
supermarkets and hypermarkets. This expansion strategy indicates that WinMart+
aims to cater to a wider customer base and meet diverse consumer needs.

Analyzing this key point, we can infer the following implications for the relationship
between clients and WinMart+:

1. **Increased Accessibility**: The addition of new WinMart+ stores allows for

increased accessibility to WinMart+ products and services. This can enhance the
convenience for customers, as they have more locations to choose from when
shopping.
2. **Expanded Product Range**: With the expansion of stores, WinMart+ has the
opportunity to offer a wider range of products to cater to different customer
preferences. This can strengthen the relationship with clients by providing a diverse
selection of items to meet their needs.

3. **Improved Customer Experience**: The addition of new stores can potentially

lead to improved customer experiences. With more locations, customers may
experience shorter queues, easier access to products, and a more pleasant shopping
environment.

4. **Local Community Engagement**: Opening new stores in different areas allows

WinMart+ to engage with local communities and build relationships with customers in
those regions. This can foster a sense of connection and loyalty among customers.
.