Study On Development Strategy Of Vietnam Domestic Chain Supermarkets

With the overall open of the retail market of Vietnam. many foreign chain supermarkets make effort to preempt the Vietnam’s retail market share. The foreign chain supermarket enterprises have the sufficient fund, perfect logistics distribution system, the advanced management level, and advanced technologies making Vietnam’s retail enterprises to suffer the serious attack. In comparision with Vietnam local chain supermarkets, Foreign chain supermarket enterprises have dominant position. What the Vietnam local chain supermarket enterprises can do to prevent the existence and development with fierce for competition.In this paper, using SWOT analysis to analyse internal and external environment of Vietnam domestic chain supermarkets. The strengths are:Government support, understanding local consumers and good store location.The opportunities are:Vietnam young adults now like to chain supermarket to go shopping, Vietnam retail market especially the rural market have not fully developed. The threats are:the expansion of foreign supermarkets go with very fast speed. The weaknesses are:compared with foreign supermarkets. Vietnam domestic chain supermarket have backward equipments, weak fund strength, weak characteristic management, low management level and talent lack.In order to cope with foreign chain supermarkets. Vietnam domestic chain supermarkets can use these marketing strategies. Firstly, differentiation strategy, provide characteristic products and services, take local advantage of domestic chain supermarkets. Secondly, scientific management strategy, application of scientific thinking and advanced mode to strengthen enterprise management. Thirdly, technology leading strategy, establish comprehensive and systematic information management system, automation technology, preservation technology, defense technology. etc. in order to improve marketing efficiency and reducing management cost, meeting the costumers’ demand. Fourthly, strengthening logistics management strategy, establish perfect logistics information system and central purchase system, developing construction of distribution center, using distributing concentratively, reducing stock and in time delivery good. Fifthly, strengthen supply chain construction strategy, chain supermarkets have to make partnership in the supply chain to improve production capacity and managing level, meeting the consumer demand. Sixthly, improve the satisfaction of consumer strategy, improving the consumer value transfer system. Seventhly, private brand developing strategy, private brand of chain supermarkets directly service costumer, producing good sale products in market, and ensure sufficient quantity of goods to sell. Eighthly, scale economy strategy. Ninthly, developing rural markets, seizing the rural market to gain the unique advantage for marketing competition.