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Limited display of root vegetable organic product in co opmart cong quynh

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business LE THI MY CHAU LIMITED DISPLAY OF ROOT VEGETABLE ORGANIC PRODUCT IN CO.OPMART CONG QUYNH MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2021 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business LE THI MY CHAU LIMITED DISPLAY OF ROOT VEGETABLE ORGANIC PRODUCT IN CO.OPMART CONG QUYNH MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Assoc Prof NGUYEN THI MAI TRANG Ho Chi Minh City – Year 2021 TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES ACKNOWLEDGEMENTS EXECUTIVE SUMMARY INTRODUCTION 1.1 Introduction about Ho Chi Minh City of trading Cooperatives (Saigon Co.op)1 1.1.1 Saigon Co.op history and development 1.1.2 Saigon Co.op vision, mission, core value 1.1.3 Organization chart 1.2 Introduction about Co.opmart supermarket chain 1.2.1 Co.opmart background 1.2.2 Co.opmart’s vision, mission, core values 1.3 Co.opmart Cong Quynh, Agricultural Project Team and Co.op Organic product 1.3.1 Co.opmart Cong Quynh 1.3.2 Agricultural Project Team 1.3.3 Co.op Organic product and root vegetable category 1.4 Competitor’s analysis 11 SYMPTOMS 12 PROBLEM 15 3.1 Potential problems 16 3.1.1 Potential problem 1: Limited display root vegetable 19 3.1.2 Potential problem 2: High price root vegetable 22 3.1.3 Potential problem 3: Poor root vegetable product identification 24 3.2 Problem validation 27 3.2.1 Problem validation: Limited display root vegetable 28 3.2.2 Problem validation 2: High price root vegetable 29 3.2.3 Problem validation 3: Poor root vegetable product identification 31 3.3 Main problem 33 CAUSE VALIDATION 33 4.1 Potential causes 33 4.1.1 Potential causes 1: Root vegetable is displayed in hidden corner 35 4.1.2 Potential causes 2: Root vegetable organic is displayed small area 36 4.1.3 Potential causes 3: Components of Visual Merchandising are not attractive 37 4.2 Cause validation 38 4.2.1 Cause validation 1: Root vegetable is displayed in hidden corner 38 4.2.2 Cause validation 2: Root vegetable organic is displayed small area 42 4.2.3 Cause validation 3: Components of Visual Merchandising are not attractive 43 4.3 Root cause 45 ALTERNATIVE SOLUTION 47 5.1 Alternative Solution 1: Adjust layout root vegetable category 47 5.2 Alternative Solution 2: Display combination root vegetable category 48 5.2.1 Signage and educational materials 48 5.2.2 Product sampling 50 5.3 Justification of alternative solutions 51 ACTION PLAN 52 SURPPORTING INFORMATION 53 7.1 Secondary data 53 7.1.1 Organic market trend 53 7.1.2 Potential driving forces for Vietnam 54 7.1.3 Major barriers for developing Vietnam organic market 54 7.2 Primary data 54 APENDIX A: Transcript of questionnaire 57 APPENDIX 2: Glossary 66 10 APPENDIX 3: Booming specialist organic stores in urban key cities 68 11 REFERENCES 69 LIST OF FIGURES Figure 1: Saigon Co.op’s history and development Figure 2: Saigon Co.op's business model and point-of-sale network Figure 3: Saigon Co.op’s organization chart Figure 4: Co.opmart Cong Quynh’s organization structure Figure 5: The structure of Agricultural Project Team 2020 Figure 6: Saigon Co.op Private label hierarchy with sub-brand and Co.op Organic Figure 7: Portfolio of Co.op Organic by sub-category 10 Figure 8: Appraisal of the strategic management practices Co.opmart competitors 11 Figure 9: The revenue Co.op Organic of Co.opmart Cong Quynh 2017-2020 ($VND) 12 Figure 10: The revenue Root vegetable of Co.opmart Cong Quynh 2017-2020 ($VND) 13 Figure 11: Average bill value when customer buy root vegetable Co.op Organic ($VND) 13 Figure 12: What are top things you concern currently? 14 Figure 13: Global organic sales 2000-2025 ($bn) 17 Figure 14: Revenue from 2017 to 2020 of Co.op Organic ($mil) 17 Figure 15: Revenue from 2017 to 2020 of Co.op Organic divide by category ($mil) 18 Figure 16: Display root vegetable product in Co.opmart Cong Quynh 20 Figure 17: Organic Food displayed in Co.opmart 22 Figure 18: Revenue fresh food of Co.op Organic period 2017 - 2020 ($mil) 22 Figure 19: Customer perception about food certification 25 Figure 20: The Maslow’s pyramid demand 26 Figure 21: Preliminary cause and effect tree 27 Figure 22: Lifestyle of today’s Vietnamese consumers about healthy life 30 Figure 23: Stages in the Buying process 34 Figure 24: Updated Map 35 Figure 25: Four different category roles in retail store 38 Figure 26: Classify customers buying Co.op Organic products by age 39 Figure 27: Layout Co.opmart Cong Quynh April 2021 41 Figure 28: Using selling tool to display root vegetable with other fruits 43 Figure 29: Point of sales material are not attractive 44 Figure 30: Bill value of customer buy Co.op Organic 45 Figure 31: The number of Co.op Organic product/ Bill value 45 Figure 32: Example display root vegetable 50 LIST OF TABLES Table 1: The number of SKUs Co.op Organic Table 2: Investment by types of ownership 2013-Prel.2019 (At current prices Bill VND) 15 Table 3: Classify food according to the language of the consumer 21 Table 4: Compare with normal product and organic product 31 Table 5: Basket structure of Customer in 2020 46 Table 6: Combined others solution 51 Table 7: Implementation plan for alternative solution 52 Table 8: Qualitative Phase – Initial Realization 55 Table 9: Qualitative Phase – Problems Identification 56 Table 10: Qualitative Phase – Causes analysis 56 Table 11: Qualitative Phase – Solution proposes 57 ACKNOWLEDGEMENTS The International School of Business (ISB) was founded as part of University of Economics Ho Chi Minh City (UEH) to provide a world-class, modern, and dynamic educational environment Participating in the MBA course in ISB was the time when I had the opportunity to approach a professional education with learning methods and a close-tothe-point perspective of business operations This is a valuable time to help me apply the knowledge and skills which I have learned from the university, work experience applied to situations, hypothesize, and more discuss with teachers I had the opportunity to learn a lot of knowledge, improve communication skills, teamwork, critical thinking, and most especially problem solving First, I would like to express my most sincere thanks to lecturers of the ISB, who have wholeheartedly imparted a lot of useful knowledge and lessons to me throughout the year learning process at school And it is also impossible not to express my sincere thanks to Assoc Prof Nguyen Thi Mai Trang, she took the time to guide and help me a lot in the process of completing this project I would like to wish her family and her colleagues good health as well as much success in your teaching and your future career During the period of doing this project, I received a lot of concern and guidance from my colleagues at Saigon Co.op, Co.opmart Cong Quynh I would like to send a heartfelt thank you to them for helping me access knowledge, processes as well as related documents and data about retail industry, Co.op Organic products, root vegetable in specific and related information I would also like to thank my family and friends who have always supported, encouraged me during completion of the project Besides, due to certain limitations in knowledge and not much actual contact time, the final project cannot avoid errors Therefore, I look forward to receiving your comments and suggestions to make this project more complete Once again, I am much obliged to lectures, colleagues working at Saigon Co.op, my family and friends for enthusiastic supporting EXECUTIVE SUMMARY This project “Limited display of root Vegetable Organic product in Co.opmart Cong Quynh” is the in-depth research into the root vegetable Organic of Co.opmart Cong Quynh In terms of space: due to time constraints, the topic is limited in the scope of display activities of Co.opmart supermarkets in Ho Chi Minh City emphasize Co.opmart Cong Quynh with root vegetable case In terms of time: the topic is conducted in the period from January to May 2021, statistics always give priority to using the latest data, updated in the end of 2020 For data that needs a comparison over the years, the oldest data from 2017 will be obtained Based on the findings previous sections and symptom of decrease revenue root vegetable is caused by three potential problems: (1) Limited display root vegetable, (2) High price root vegetable, (3) Poor root vegetable products identification Following the validation procedure, the third element was identified as the primary issue Following that, more investigation was carried out to identify three potential causes of the problem which are: (1) Root vegetable organic is displayed in hidden corner, (2) Root vegetable organic is displayed small area (3) Components of Visual Merchandising are not attractive To resolve this cause, solutions were proposed and develop a detailed implementation plan 55 Furthermore, manager of some departments of Saigon Co.op were conduct at Saigon Co.op office in Dist Binh Thanh with Mr Hoang Anh (Head of Private Label Department), Mr Van Tong (Deputy Director Corporate Planning Department) while interviews with Ms Mong Hang (Deputy Director of Agricultural Project Team), Mr Thanh Hai (Deputy Director Investment) via Work Place call There are also follow-ups made during the project writing process group chat, phone conversation, text messages/inbox, or additional direct meetings via Workplace group to explain unclear points that arise during the data analysis stage Furthermore, interviewee are chosen depend on their status, position, and responsibilities, as well as their knowledge gap of specific subjects In total, four phases of in-depth interviews were performed Table 8: Qualitative Phase – Initial Realization Method Phase – Initial Realization In-depth interview (online + offline) Interviewee − Mr Vo Hoang Anh – Head of Private Label Department − Ms Ton Nu Mong Hang – Deputy Director of Agricultural Project Team − Mr Nguyen Thanh Hai – Deputy Director Investment − Mr Le Van Tong - Deputy Director Corporate Planning Department − Mr Tran Van Luc Director of Co.opmart Cong Quynh (Dist.1) − Ms Vo Thi Thuy Quyen Fresh Food Category Manager of Co.opmart Cong Quynh − Ms Dao Viet Nga (living in Dist 1) - Customer − Ms Pham Thi Hong Quyen (Dist 3) - Customer − Mr Le Thanh Tu (Dist 10) – Customer Time Duration From March to May 2021 30 – 45 minutes each interview Research objectives − Clarify the signs and future concerns − Determine detail of revenue Co.op Organic and the reason why it fluctuate strongly − Clarify the trend and customers insight about Organic Market as well as Co.op Organic current situation − To learn the Co.op Organic product problem when display and sell in Co.opmart supermarket 56 − Taking the in depth interview with customer to understand the making decision process when choosing Co.op Organic product − Taking the literature review, additional examination, quantitative reach on the recognized symptoms and problems found Method Table 9: Qualitative Phase – Problems Identification Phase 2: Problems Identification In-depth interview (online + offline) Interviewee − Mr Le Van Tong - Deputy Director Corporate Planning Department − Ms Ton Nu Mong Hang – Deputy Director of Agricultural Project Team − Mr Le Thanh Tu (Dist 10) – Customer − Mr Tran Van Luc Director of Co.opmart Cong Quynh (Dist.1) − Mr Nguyen Thanh Hai – Deputy Director Investment − Ms Pham Thi Hong Quyen (Dist 3) - Customer − Ms Dao Viet Nga (living in Dist 1) - Customer − Mr Vo Hoang Anh – Head of Private Label Department Time Duration From March to May 2021 30 – 40 minutes each interview Research objectives − Determine the existence of potential issues − Achieve knowledge about the potential issues (situation, customer insight/behavior, etc.) − Gather essential information to verify the potential problems and determine the main problem Method Table 10: Qualitative Phase – Causes analysis Phase 3: Causes Deep Dive In-depth interview (offline) Interviewee − Ms Ton Nu Mong Hang – Deputy Director of Agricultural Project Team − Mr Tran Van Luc Director of Co.opmart Cong Quynh (Dist.1) − Mr Le Thanh Tu (Dist 10) – Customer − Mr Vo Hoang Anh – Head of Private Label Department Time Duration From April 2021 30 – 45 minutes each interview 57 Research objectives - Verify the existence of potential causes - Achieves knowledge about the potential causes (situation, customer feedback/insight, consumer behavior, etc.) - Achieve essential information to validate the potential causes and finalize the root cause Table 11: Qualitative Phase – Solution proposes Phase 4: Solution propose In-depth interview (Via Workplace application) Method Interviewee Time Duration Research objectives − Ms Ton Nu Mong Hang – Deputy Director of Agricultural Project Team − Mr Tran Van Luc Director of Co.opmart Cong Quynh (Dist.1) − Mr Thuy Quyen – Fresh Food Category Manager of Co.opmart Cong Quynh − Ms Hong Quyen (Dist 3) – Customer From May 2021 30 – 45 minutes each interview - Determine about root cause - Obtain professional experience and insights in order to evaluate the alternatives solution - Validate and choose the most practical and appropriate solution for root vegetable category APENDIX A: Transcript of questionnaire Interview with Mr Vo Hoang Anh – Head of Private Label Department Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Mr Hoang Anh Nice to meet you Mr Hoang Anh First, I would like to say thank you for Q: spending your valuable time with me today A: Nice to meet you too Do not mention about it! Q: The goal of today’s interview is for me to learn more about Saigon Co.op as well as Co.op mart chain and special about Co.op Organic prdoduct A: Okay, such an interesting story and I have work at Saigon Co.op more than 10 years and rotate multiple positions so I am interesting to say about this Q: So, I would like to understand about the former of Co.op Organic brand? 58 In 2017, Saigon Co.op decided to launch a product line Co.op Organic to catch up with the new consumer trend The company officially put into business groups of organic foods branded Co.op Organic Co.op Organic go to the business of this first batch includes two types of Jasmine rice, Japonica rice, cucumber, squash, tomato, broccoli, water spinach, Basa fish A: fillet and tiger shrimp Business model of project from farm to consumer (end users) Saigon Co.op has joined forces with other companies, such as Vien Phu Organic & Healthy Foods JSC in Ca Mau Province for rice, vegetables and fish, Binca Seafoods Vietnam Company for prawn, and Vinamit JSC for other types of vegetables Q: What are the portfolio of Co.op Organic? Co.op Organic’s portfolio have 91 stock keeping units (SKUs) are divided by fresh food, packed food and others (broken rice, bran) Vegetable and root A: vegetable accounts for a high proportion respectively 34.1% and 26.4% in fresh food department Q: How about the situation of Co.op Organic and root vegetable in specific? Can you tell me more about them? Retailers must recognize that the way they employ visual merchandising displays has the potential to generate pictures about their products in the A: minds of their customers – pictures that will influence future support and views of the product and brand Q: A: Q: I have one last question regarding the structure of our company Ok continue please Can you please share the structure and relationship of Private Label Department and Agricultural Project Team? 59 I believe you can answer by yourself and via many document or information update on website (smile) I can emphasize with you Co.op Organic is a Saigon A: Co.op’s brand, the operation of Agricultural Project Team independence and parallel existence with Private Label Department which responsibility for many brand such as: Select, Happy, Fineness Q: Thank you so much for spending your time with me Ms Ton Nu Mong Hang – Deputy Director of Agricultural Project Team Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Ms Mong Hang Q: Good morning Ms Mong Hang Thank you so much for taking the time to discuss with me A: I very happy can help you understand clearly for this project Q: Yes, thank you so much Let’s start A: Ok then, how can I help you? Q: Who are about target customer of Co.opmart and intend to buy organic food? A: Target customers most concentrated is the group from 35 to 44 years old Q: Can you please tell me about the current Co.op Organic and special about root vegetable category? After Agricultural Project Team review all category Co.op Organic and root vegetable in specific, some reason come from internal store, we have to concern about product, price, place, promotion as well as product identification A: Limited display root vegetable led to the image of layout of store not suitable and image root vegetable not attractive Hence, consumers cannot approach root vegetable organic as well as distinguish between root vegetable organic and common product In the other hand, limited also led to little the number of SKUs root vegetable organic displayed Besides that, organic product with high price but lack of information of root vegetable, undiversified portfolio, and unattractive packages so consumer less choosing root vegetable product than common product Q: Can you please elaborate more on main problem? A: One of the main problem of Co.op organic product and root vegetable product is 60 limited display root vegetable You can looking for with key words in retail industry and consumer behavior insight Q: Do you have any idea to improve revenuve of root vegetable? Or some real action Coopmart Cong Quynh should right now? A: Cross-merchandising displays are one of the simple methods to sell complimentary goods beside fruits and vegetables, such as stocking peanut butter near apples and pears or putting mild ranch dressing near carrots and celery Consumers enjoy convenience! For example, consider putting together meal and snack packs at a reasonable price Popularity with these will vary based on consumer’s preferences and seasonality, so start small and see what works Q: Okay, thank you so much A: Okay Please contact me if you have any questions Q: I will Thank you very much in advance Mr Nguyen Thanh Hai – Deputy Director Investment Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Mr Thanh Hai Q: Good afternoon Mr Thanh Hai How you today? A: Not bad! I heard that you are studying MBA course When will you finish the course? Q: I have just finish 10 subject and I am writing project for final phase I need your help! A: Ohm, just my pleasure! Q: The goal of today’s interview is for me to know more about your strengths! A: Okay, this is a fascinating story, and I have a lot to say about it Q: So, I would like to understand the reason why Organic product revenue decrease? A: There are two reason affect directly to revenue of Co.op Organic are: high price and supplement of product However, the fact that organic products are relatively expensive will continue to hamper demand, as Vietnamese consumers in general are quite price sensitive Q: Can you please elaborate? A: For example, the revenue category of rice and seafood decrease strongly year by year from 2018 to 2020 61 Q: If I need some more insights, can I follow up with you next time? A: Sure, there is no difficulty Q: Thank you so much Mr Le Van Tong - Deputy Director Corporate Planning Department Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Mr Van Tong Q: Good morning Mr Van Tong First of all, I would like to say thank you for spending your valuable time with me today A: Not an issue I will share with you any things I know and I have (smile) Q: Yeah Thank for your kind The goal of today’s interview is for me to know more about your department A: Okay go ahead Q: So, I would like to understand about over situation data of organic food as well as Co.op Mart Cong Quynh in specific? A: Nowadays consumer interest in this category is increasingly growing, owing to rising health awareness and better product availability As picture of revenue Co.op Organic Co.opmart Cong Quynh, data collected from 2017 to 2020 showed that average bill value of customer buy root vegetable Co.op Organic in trend of decreasing The bill value quite low, under 100,000 VND per bill Q: How about revenue of Coop Organic? A: The revenue of Co.op Organic (Saigon Co.op’s system) from launching in 2017 to current slowdown Q: Can you share with me about the market? A: Besides that, the demand and volume of existing consumers tends to increase The fast develop of competitors in supermarket model as well as minimart model which focus on organic product Thus it is the signal not good for situation of Co.op Organic in special fresh food Q: This is very useful information Later on, I may require further information Can I contact you again later? A: Sure Mr Tran Van Luc Director of Co.opmart Cong Quynh (Dist.1) 62 Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Mr Van Luc Q: Good morning Mr Van Luc First of all, I'd want to thank you for spending your valuable time with me today A: With my little expertise, I hope I can assist you Q: I am confident that your information will assist me in completing my thesis on Organic food at your store - Co.opmart Cong Quynh! A: Okay it’s my pleasure let’s start Q: First, I would like to know the situation revenue of Co.op Organic in Co.op Mart Cong Quynh? A: In recent years, revenue Co.op Organic of Co.opmart Cong Quynh is not good The revenue of Co.op Organic tends to be strong slow down Q: So, why? Can you share with me in detail? A: Yes Although, revenue of Co.op Organic accounts for a very small proportion of fresh food in specific and total revenue of store in general, but organic product is the trend which consumers concern when they are increasingly care about healthy This is an issue that needs attention to customers comeback to shopping as well as rebuy organic product Q: Is there anything else? What will you next? A: We must try to sympathize with the shopping experience and provide answers to the following questions: How consumers expect to locate organic food? Isn't the merchandise simple to see and understand? Currently, the layout of Organic food at Cong Quynh supermarket does not create the signature and premium image different with other product Q: Can you explain more in detail what is the cause? A: In the current situation of Co.op mart Cong Quynh, marketing tool have not apply to transfer information to consumers well Therefore, lack of information about product is the reason make people not understand and decide to buy Q: Is this store layout good at the moment? A: Co.opmart Cong Quynh is designed by grid layout to make it easy to locate merchandise and cost efficient Q: How about root vegetable is displayed? A: If organic food is placed in a distinct section from conventional food, some customers will not walk specifically to the organic section to seek for it, 63 preferring to be able to compare organic and conventional food in one location It requires more effort to compare organic and common food Q: How about propose solution to solve this problem? A: Produce goods are displayed toward the entrance of the store is very important When old merchandise is relocated to a new location, consumers will believe it is new and pay more attention to it This is a particularly useful technique for consumers who come in daily Another incentive to have a constant stream of new products coming into your shop is to maintain loyal customers There will be a large number of them who will come in Q: I think I get many meaning and helpful information Thank you so much! A: You're welcome Ms Vo Thi Thuy Quyen Fresh Food Category Manager of Co.opmart Cong Quynh Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Ms Thuy Quyen Q: Good morning Ms Thuy Quyen I wanted to express my gratitude for your precious time today A: No problem But be quick because I will prepare for my shift Q: Do not worry about that The goal of today’s interview is for me to understand more about your daily work A: Okay go on Q: So, I would like to know what your comments about consumer behavior are when they buy organic food? A: The package size! Customer often complain about this package too big they cannot eat in one-time, organic product cannot use for long time due to lacking chemicals “Why don’t you pack it bit smaller and lower the price, it will be suitable for my family” – Customer complained Q: And after that, what did you do? A: Oh we have received your complaints We will solve your problem quickly Q: Can you please elaborate about root vegetable in detail? A: Root vegetable organic is displayed small area with limit category, so we usually use many tools to make it full up Q: In next time, I may need some more insights Can I contact you again later A: Sure, keep in touch! 64 Ms Dao Viet Nga (living in Dist 1) - Customer Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Ms Viet Nga Q: Good morning Ms Viet Nga It was nice meeting you in person I appreciate your time A: No problem! Q: Do you often buy organic product? A: I usually go to supermarket every week to buy food for whole family, she has doubts about the origin of the product whether it is organic food because of high price After some time buy root vegetable, she almost does not rebuy because quality of organic food not as expected Q: Is there anything that makes you unsatisfaction? A: Packing must leave room for us to see the products inside, not have to stick the packaging to cover the product Q: Is there any things else? Do you have intention to buy organic product? A: Wise choice I willing to try and buy but after that I does not buy organic food again I not realize the difference and good feature of organic food Q: How about root vegetable organic? A: Root vegetables and fruits are usually small, not as big as in the traditional market Organic food has no immediate effect, just like normal food does not cause any harm But in the long term, I believe it will affect health Q: Thank you for your join interview A: Feel free to contact to me if you have a question Q: I will Thank you so much in advance Your support means a lot to me! Ms Pham Thi Hong Quyen (living in Dist 3) - Customer Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Ms Hong Quyen Q: Good afternoon Ms Hong Quyen First of all, I greatly appreciate the time you spent with me today A: Don't even bring it up! Q: The purpose of today’s interview is for me to understand more about your wants and needs daily A: Okay, such an fascinating story and I have a lot to say about this 65 Q: Let’s start What you think about organic food? A: I think organic food only for people who have high income Q: Do you think it good? A: Not sure I prefer choosing common fresh food than Co.op Organic in general and root vegetable in specific Because I have to pay more to buy organic food while family income can not Q: Do you think display organic food easy for you? A: No, I not have much time to shopping, so when I want to buy Organic food, there is more of task to the gathering Q: May I ask the other factors affect to your buying? A: Color is very important, and food must appear to be alive I mean, it is evident that wilted food is of poor quality I take a quick look at everything to check whether it looks fresh and appetizing, and if it will survive a week because I only shop once a week I don't want everything to end in a matter of days Q: Is there anything else? A: The experience when I am shopping is the same priority, the atmosphere, lighting, branding make me enjoy and make decision easier Q: What action plan you think Co.opmart Cong Quynh should right now? A: I think store layout of Co.opmart Cong Quynh is too complex For example, I have to go through inside to buy fresh food, organic food is display in deep corner If new customer, they can not recognize organic food zone beside not mentioned about root vegetable I think adjust layout and display organic food in central area for convenience for customer to shopping Q: Do you have any others ideas? A: A food demonstration is when you prepare a nutritious fruit or vegetable meal to make clients feel more at ease about purchasing more fruits and vegetables to cook at home Keep it easy by using recipes that need little to no equipment (like smoothies) Taste testing and culinary demos are also excellent ways to market the other things in your business Q: Later, I may need some more insights Can I catch up with you later? A: Of course, no problem Q: Thanks for your information 66 Mr Le Thanh Tu (living in Dist 10) - Customer Q (Question): Interviewer– My Chau// A (Answer): Interviewee: Mr Thanh Tu Q: Good afternoon Mr Thanh Tu Thanks for helping me accomplish my goal A: Do not mention about it! Q: The purpose of today’s interview is for me to understand more about your wants and needs daily A: Okay, such an intriguing story and I have a lot to say about this Q: So, what you think about organic food? A: Organic food is a new, special product, many Vietnamese not know yet I think I should set aside a separate area in the supermarket, beautifully decorated like the outside organic stores to attract attention So, there should be promotion girl to advise and introduce new products Q: Do you think it good? A: Yes, but organic food that is put together with normal food, fear it will affect chemicals or pesticides back and forth Q: Do you think display organic food easy for you? A: The way the store organizes organic items, putting it in a separate section as if it were a separate sector, irritates me a little I believe it would be better if it were mixed in with the other foods so that you could make your decision right away Q: May I ask the other factors affect to your buying, in specific root vegetable? A: I always scan the shelves for root vegetable and choose it but sometimes he can note see some items because the space display is very small, and store does not have abundant organic food Q: Later on, I may need some more insights Can I follow up with you later? A: Of course, no problem Q: Your support means a lot to me! APPENDIX 2: Glossary Category A group of products that meets a similar consumer need or is closely related Fresh produce is a category 67 Assortmen t plan A list of merchandise that indicates in very general terms what should be carried in a particular merchandise category Category manageme nt The process of managing a retailer with the objective of maximizing the sales and profit of a category Cross Merchandi sing A display of related products, such as cereal and bananas or pasta and tomato sauces Day of supply (DOS) An efficiency ratio that measures the average number of days the company holds its inventory before selling it 𝐴𝑣𝑒𝑟𝑎𝑔𝑒 𝑖𝑛𝑣𝑒𝑛𝑡𝑜𝑟𝑦 𝐷𝑂𝑆 = × 365 𝑑𝑎𝑦𝑠 𝐶𝑜𝑠𝑡 𝑜𝑓 𝑔𝑜𝑜𝑑𝑠 𝑠𝑜𝑙𝑑 Kiosk Selling spaces typically found in mall common areas Merchandi se manageme nt The process by which a retailer attempts to offer the right quantity of the right merchandise in the right place at the right time while meeting them company’s financial goal Merchandi sing The creative handling and presentation of products at the point of sale to maximize their sales appeal Organic Organic food is produced by farmers who emphasize the use of renewable resources and the conservation of soil and water to enhance environmental quality for future generations Organic meat, poultry, eggs, and dairy products come from animals that are given no antibiotics or growth hormones Organic produce is grown without using synthetic pesticides, fertilizers made with synthetic ingredients or sewage sludge, bioengineering, or ionizing radiation The United States Department of Agriculture does not recognize organic foods as healthier than non-organic foods Planogram A diagram created from photographs, computer output, or artist’s renderings that illustrates exactly where every SKU should be place POS (Point-ofSales): The locations within a retail store where a customer makes the decision to purchase a product Signage at the Point-of-Sells is also called merchandising 68 Selling space The area aside for display of merchandise, interaction between sales personnel and customers, demonstration and so on SKU Stock keeping unit – the smallest unit available for keeping8inventory control Visual Merchandi sing The practice in the retail industry of optimizing the presentation of products and services to better highlight their features and benefits 10 APPENDIX 3: Booming specialist organic stores in urban key cities (Source: Author synthesis) 69 11 REFERENCES Co.op S Saigon Co.op's capacity profile 2020:25 Nielsen Quantitative Report- startup and market leader Organic Food Report 2017 June Letter HH The pros and cons of root vegetables 2021 Omar NA, Nazri MA, Osman LH, Ahmad MS The effect of demographic factors on consumer intention to purchase organic products in the Klang Valley: An empirical study Geografia-Malaysian Journal of Society and Space 2017;12(2) Sharma G, Dewan R, Bali S Factors influencing consumer buying behavior & awareness towards organic food: A study of Chandigarh & Panchkula consumers International Journal of Science and Research 2014;5(2):689-96 Verville J, Halingten A A six-stage model of the buying process for ERP software Industrial Marketing Management 2003;32(7):585-94 Weitz L Retailing managerment 7th ed: McGraw-Hill Education; 2011 Štulec I, Petljak K, Kukor A The Role of Store Layout and Visual Merchandising in Food Retailing European Journal of Economics and Business Studies 2016;2(1):13851 Henryks J, Cooksey R, Wright V Organic food at the point of purchase: Understanding inconsistency in consumer choice patterns Journal of Food Products Marketing 2014;20(5):452-75 10 Gil JM, Gracia A, Sanchez M Market segmentation and willingness to pay for organic products in Spain The International Food and Agribusiness Management Review 2000;3(2):207-26 11 Canavari M, Cantore N, Castellini A, Pignatti E, Spadoni R International marketing and trade of quality food products: Wageningen Academic Publishers; 2009 12 Ham M Beliefs about effects of organic products and their impact on intention to purchase organic food Ekonomski vjesnik 2019;32(1):69-80 13 Thao NP Sell on Shelf 2017 14 JDA Space & Category management JDA Software: Driving profit and customer satisfation for retailers and suppliers worldwide 2013 15 Program NfahC-R Retail Fruit & Vegetable Merketing Guide 2011 16 Worldpanel K Lifestyle Survey | Urban cities & Rural Vietnam 2016 ... root Vegetable Organic product in Co. opmart Cong Quynh? ?? is the in- depth research into the root vegetable Organic of Co. opmart Cong Quynh In terms of space: due to time constraints, the topic is limited. .. OF ECONOMICS HO CHI MINH CITY International School of Business LE THI MY CHAU LIMITED DISPLAY OF ROOT VEGETABLE ORGANIC PRODUCT IN CO. OPMART CONG QUYNH MASTER OF BUSINESS ADMINISTRATION... limited in the scope of display activities of Co. opmart supermarkets in Ho Chi Minh City emphasize Co. opmart Cong Quynh with root vegetable case In terms of time: the topic is conducted in the
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Xem thêm: Limited display of root vegetable organic product in co opmart cong quynh , Limited display of root vegetable organic product in co opmart cong quynh