II.

Situational analysis of the company (customer audit )

1. Customer audit

1.1. Customer profiling

In marketing auditing, an important role has been to analyze the customer, giving their value and
value to the company. Costumer Analysis requires auditors to focus their efforts on the following
areas:

The adoption strategies in customer-oriented organizations are only possible when the
organization has data and information about customer behavior such as buyers, users, people, or
organizations. In this regard, the study uses internal and external sources to determine who buys
the organization, such as where to buy, what factors influence purchase decisions. The
organization's customer profile is done by examining issues such as Purchase behavior: typology
of the product purchased by the customer, order quantity, order frequency, Payment behavior
(serious, mode of payment, scope of solving). Personal customers: activities, benefits and
opinions; Customer value for the organization: the customer's annual purchase value, customer
share, net present value of the estimated profit generated during the customer relationship.
Age 20-50 y/o
Gender Women mostly get married
Income level From 5 million to 15 million VND
Buying habits Customers do not just go to the supermarket
because of the convenience, good product for
me and the entire family, but also want to
enjoy the new shopping experience.
Occupation or industry Housewife, office worker, student.
Marital status Mostly get married
Geographic location They usually go to the nearest supermarket.
Hobbies and Interest Customer am a traditional woman in home
with average income, so they have to shopping
continuously. They do not have much time,
they do not want to bargain, and they want to
really relaxed during shopping times. They
love sales, especially daily sales, which can
offer me various choices with low prices. This
can make my day more exciting and useful.

2.1 The company customer value

Customers values are the advantages and benefits that a customer gains from a product or service
before and after they made a purchase. Customer value also means to have a continuous business
relationship which outperforms customers expectation. The value that has been set up by the
companies will differentiate themselves from their competitors.

There are a lot of factors which influence a customers decision to buy a product. Certain values
are really important in order to satisfy their needs and wants.

Research shows that following factors collectively influence a Consumer s decision to buy a
durable product like microwave and hence may be termed as values that customer look for
(Rajan Saxena, 2009):
Factors Description Research about CoopMart
Personal The demographics and The main customers of
lifestyle of the customer are Coopmart are housewives and
personal factors that influence they have an average income,
the customer to buy a product. so what they care most about a
supermarket is the price of the
merchandise, promotions
Accompanying, freshness of

Esteem One of the significant factors
in the purchase of a product or
service is its status value.
Utility Different target markets
attachdifferent utility values
for the same product.
Social The customers social needs
sometimes drive them to buy
the product when the primary
value a product serves is
social.
goods, and food hygiene and
safety.
As mentioned above, because
CoopMart customers are
middle-income earners, their
demand only stops at an
average level, they do not
have the need to purchase
high-end items that increase
the value of their own.
This is one of the factors that
most shoppers in the
supermarket are most
concerned about, and they
care about the convenience of
the product and the services
they offer when shopping
here. For example, delivery
services, gift services, child
care while they shop in the
supermarket.
A large part of CoopMart's
customers are educated
people, who are not only
concerned about price and
service but also about social
issues such as counterfeit
goods, CoopMart's consumer
advocacy programs in
Vietnam, issues related to
environmental defoliation at

Emotional The customers mental or
psychological needs towards
products or services.
CoopMart, use paper bags, or
reuse it.
There is one thing that
customers are happy about
when shopping is when they
are pampered for their
husbands and children, maxsa
chairs, play areas for young
children, which makes them
feel free to shop.
3. Recommendation

3.2 For the Co.op Mart

3.2.2 Long term solution

Solution about the diversification of branded goods

Co.op Mart is basically a retail supermarket offering consumer goods. However, the needs of
customers for the type and quality of goods are always changing factors. Capturing the
consumption trends and producing Co-op Mart products is one of the strengths to be promoted.

The completion of these products should also be noted. Co.op Mart has just stopped supplying
goods but there are no plans to brand these items. This implies a risk of future competition
between Co.op Mart's products and products sold in supermarkets. It has been shown that the
Co.op Mart not only has to expand the widths of supermarkets, increase the range of goods, but
also develop the depth of its branding. Op Mart. At the same time, managers also need to pay
attention to the study of the demand for continuous consumption from which to enrich and meet
the needs of customers.

Solution about Marketing

Co.op mart is now one of the prominent supermarket brands in the Vietnamese retail industry. In
addition, the pressure to increase competition industry is also increasingly fierce. Since then,
Co.op Mart needs long-term strategies for brand building, basically by 2020, to become a retail
supermarket. Leading Vietnam in Customer Service.

Build a complete brand identity system not only in the form of logo, color ... but also pay
attention to details such as infrastructure, furniture, display ... Brand identity system. Now the
level of each business, the construction of which must be in line with the activities of preserving
the image has created in the hearts of customers. Coop Mart image building must stick to the
brand positioning that is prominent on the brand identity Co.op Mart.

Build communication strategy, supermarket Co.op Mart with perfect customer service. Here,
administrators need to be aware of the fact that they do not give out truthful media messages.
This will make the business fail to fulfill its brand promise, resulting in loss of customer
satisfaction.

Through these basic orientations, supermarkets can carry out the following activities:

For the supermarket to prepare for the activity, direct marketing by sending invitations to
consumers near the area with a catalog of items listed price, gift vouchers when participating in
the launch program, leaflets Place posters in densely populated locations. The shopping program,
lucky draw will also bring attention and participation of a large number of local people,
especially the housewives, children and young people. Combine with the manufacturer to make
cheap promotions, or to reduce inventory. Combined with the forms of advertising on television,
newspapers to remind, increasing the consumer perception of convenience stores

In the marketing activities, it is necessary to express the message of Vietnamese brand in the
heart of customers, partly create the trust in customer's heart. It is necessary to do so in the first
stage, as if to reach the second stage, that is, domestic enterprises will join together with foreign
giants in winning the customers. Foreign giants with strong financial strength and rich marketing
experience will quickly gain a place in the hearts of customers and domestic businesses will not
be able to have the same rate of customer conquest as the company. foreign. Therefore, domestic
companies must necessarily be pioneers.

Solution about human resources

Build the character of corporate culture from the early days of training and training while
working. In many different ways, employees will be trained to absorb the company's ideology
and mission. As a result, employees will become more engaged with the company, strive for
better performance, and be more innovative in their work. For example, like sticking out
reminder stickers at the store such as "The customer is paying you," "You are the best face for
the company", and other internal activities to increase the team spirit. To stimulate creativity of
employees ... depending on the corporate culture.

There are reasonable incentives to attract high-level personnel and recruit suitable staff. There
are training courses for key personnel, focusing on exploring retail solutions and solutions.
Modern suitable for Vietnam environment. Developing close relationships between managers
and employees, employee feedback must be heard and responded promptly. Employees are given
priority in purchasing first-time stock, regularly organizing recreational activities to strengthen
corporate culture, and promote solidarity.

A good working environment contributes to the long-term development of CoopMart. It can also
resonate in the community, promote the image of the business, and build a prestigious brand in
the heart consumers, this is how marketing has made Unilever as successful as today.