As we all know Coopmart and Big C are two big brands that always have a large number of consumers to choose. But in the market economy, the competition is increasingly fierce between brands. A business that is not able to build an image of its company in the eyes of consumers with a positive image and color can hardly survive and develop sustainably in a fierce and variable environment. Therefore, building and maintaining the image, brand as the soul of an organization is an extremely necessary and urgent now.

In times of crisis and economic difficulties, a business with a brand name that is not well known to many consumers is very difficult to cope with disadvantages from the market such as: decline in purchasing power, consumers more difficult to choose products (most of the choice of brands really trust). Difficulties from competitors as well as members of a series of activities will make enterprises t incense brand is not well known struggle in reaching and attracting customers.

In contrast, for businesses have built up a good image in the eyes of shape clients and customers trust with a t flavor effect can drastically increase the market value of the business for investors. With those increases, contributing to helping businesses have the conditions to increase benefits for customers, invest in expanding the scale of operations, prestige as well as advantages in negotiating with suppliers as well as channels. distribution. Moreover, with strong capabilities will enable enterprises t incense brands dominate M & A prospects and higher.

Logistics activities in forwarding are a new form that appeared in Vietnam in recent years, bringing many economic benefits, optimizing the use of volume, container tonnage, saving transportation costs, organizing The shipping organization has a system to match the required date of goods, provide information as a basis for analysis, management, supply chain planning and e-commerce promotion but challenges from the external environment are also present. as internal limitations have hindered the development of this activity. Therefore, it is necessary to research and evaluate the current situation in order to improve and develop logistics activities.

Coopmart is a retail supermarket in our country. Currently, Coopmart is the enterprise that owns the most supermarkets in Vietnam. With more than 110 supermarkets and hypermarkets scattered all over the country. With the above factors, Coopmart is always chosen by consumers as a place to shop every day. Food is fresh, clean, quality checked with many modern machines, so customers always trust when choosing.

BigC is a trademark of Groupe Casino (France) retail distribution group in Thailand and Vietnam. BigC Vietnam has a total of 26 BigC supermarkets nationwide. Most of the goods sold at BigC are Vietnamese. With the positioning as cheap goods, suitable for consumers' pockets, the customers they target are those with average incomes. The logistics system is clearly divided and ensures the source of goods to consumers. Internal information system: provide internal logistics report: import report, export report, warehouse card report, inventory report, total logistics cost report, sales report, revenue reports… as a basis for decision making. External logistics information system: an information system that researches and collects information about the environment outside the supermarket (find out the source of goods, the suppliers of goods for the supermarket, the best-selling items ...) To plan logistics activities in terms of purchasing time, supplier selection, stock levels, inventory control, transportation planning, etc.

Theoretical Basis

Introduction to R-Logistics: According to the Logistics Management Association, logistics is a part of the supply chain that plans, executes and controls the movement and storage of goods and related services and information. efficiently from point of origin to point of consumption to meet customer requirements. From the above concept we can infer, Reverse Logistics is the process of effectively planning, implementing and controlling goods and related services and information from the point of consumption to the point of consumption. origin for the purpose of recovering the residual value of the goods or reasonably discarding them. The reverse logistics line is formed due to many different reasons such as: recalling unsold products for upgrading; recall defective products for repair; recovery of used product for partial dismantling and reuse; packaging recovery and reuse…

The reverse logistics process is carried out in 4 stages:

• The first step in the reverse logistics process is “Assembling” which includes the activities necessary to collect unsold products, defective products or packaging and transport them to the point of recovery

• Phase 2 products will be "Inspected" through activities such as product quality inspection, product selection and classification at the recovery point. The results of phase 2 are an important and necessary basis for determining the next process for most commercial products

• In stage 3 "Disposal ", when a product is recalled back, enterprises will have many ways of handling such as direct use or resale; product recovery (repair, renew, re-manufacture, disassemble for spare parts...); and waste treatment (burning or discharging into the environment)

• The final stage is the “Re-distribution” of the recovered product. This phase refers to the logistics activities to bring the product back to the market and deliver it to the customer such as stocking, selling and shipping activities

Introduction to the Retail Industry

Market Size: Vietnam's retail market is booming. In 2018, Vietnam ranked eleventh (50.2 points) in the world on the Global Retail Development Index (GRDI), in the ASEAN region, Vietnam is the market with the third highest index (after Malaysia). (61.9) and Indonesia (58.7). Given its relatively small size and retail market attractiveness index of 25.1, Vietnam is considered an important market with low saturation. The value of Vietnam's retail market reached 104.9 billion euros in 2017, an increase of 9.7% year-on-year. This growth has been consistent for many years and is expected to continue to grow at a growth rate of 10.3% per year, by 2020 the retail market will reach 140.7 billion EUR.

Structure of the Retail Industry in Vietnam

The retail market in Vietnam consists of three main channels: traditional, modern and online. In this article we only discuss the traditional retail market and the modern retail market. Fresh markets (markets for fresh meat, fish, produce and other perishable goods, to be distinguished from "dry markets" that sell durable items such as fabrics and electronics) and grocery stores remain the mainstay of sales. Retail is the most popular because Vietnamese consumers buy everyday items at these stores.

However, modern retailing is gaining popularity, especially in urban cities like Hanoi or Ho Chi Minh City. The value contribution of modern retail channels has been increasing in recent years and, according to the Ministry of Commerce, could account for up to 45% of the total industry value by 2020.

Traditional retail markets, i.e. fresh markets and grocery stores, are familiar to Vietnamese consumers' daily lives. As fresh ingredients are at the core of local cuisine, Vietnamese consumers still meet their daily needs at these traditional retail locations because of convenience and competitive prices. Although the brick-and-mortar retail sector has the largest market share, this channel has seen modest growth as the number of stores has remained stable over the past few years with around 8,500 fresh markets and 1.3 million grocery stores. This is due to the growing presence of modern retail stores as well as changing consumer behavior.

The modern retail market has seen significant growth in recent years, this channel is expected to contribute 45% of total retail value by 2020. Currently, modern retailers are concentrated in big cities like Hanoi and Ho Chi Minh City. However, the penetration of modern retailers is expected to continue as both foreign and domestic companies have plans to expand their reach in Vietnam.

In 2016, Vietnam only had nearly 870 supermarkets and hypermarkets, mainly in Ho Chi Minh City and Hanoi. This number is forecast to exceed 1,200 by 2020 due to increased urbanization and adoption of modern retail outlets as one-stop shops for merchandise. Supermarkets and hypermarkets carry a wide range of products, with groceries, food and beverage stores making up the majority of items. Imported products are increasingly popular to meet the higher demand for foreign products and the growing number of expats and tourists in Vietnam.

The Role of R-Logistics in Improving the Efficiency of Retail Businesses

The role of R-logistics in improving customer satisfaction in the retail industry in Vietnam has a strong influence on the management of a company, internally, its relationships between parties and the service supply chain. R-Logistics, as a business philosophy, guides companies to seek customer satisfaction with profit in a synchronous manner. The trend of international and regional integration is increasingly changing and becoming more urgent than ever is the 4th Industrial Revolution. In order to catch up with technology trends, countries are racing to advance to a new economy. Industry 4.0, the opportunity for regional and international integration is still in human resources. The speed of technological change is increasing, which will require and place more emphasis on each worker's ability to continuously adapt, learn skills and approach new things in a variety of contexts, especially in improve customer satisfaction in the retail industry in Vietnam.

Methods of Investigation and Data Collection

It is expected that in the first phase, we will collect secondary data and use desk research methods, theories of R-logistics, models effectively operate domestically and internationally to build a standard knowledge base internationally, has been and is being applied effectively around the world. The knowledge in this topic is collected from many standard sources mainly from books, report, economic magazines, information on the Internet. In the second stage, we will observe the actual business, evaluate customers objectively and subjectively and at the same time apply qualitative research methods to the process head. Through qualitative research methods such as observation and in-depth interviews, we will analyze the problem of comparing R-logistics activities.

Data Processing Methods

Primary Data Processing Method

• After conducting the interview, it is necessary to classify the collected information according to each content item

• Verify the reliability of information

• Review the validity of the information for the study

Secondary Data Processing Method

After collecting secondary documents, it is necessary to classify them according to the following types:

• The document provides the theoretical basis.

• Strategic documents.

• Documentation of short, medium and long term plans.

• References in the form of seminars, conferences and reviews and analysis of the activities of Coopmart and BigC

The classification will help to provide the basic content of each type of document as a basis for analysis.

Research Process

How to analyze data and present results?

• Provide general assessments, general assessments with statistics and descriptions

• Provide charts, graphs, illustrations based on the collected data

Comparative Analysis of Retail Activities at Coopmart and Big C

Market Positioning and Segmentation: Co.op Mart's positioning is to become a close friend of consumers and the market segment they target is housewives. Co.opMart supermarkets have the common characteristics of being friendly, close to customers, providing customers with convenience and many additional services. With the motto "Quality goods, affordable prices, considerate service", Co.opMart has been chosen by more and more customers to shop and relax with their families every day. Fresh and delicious food, diverse technology foods, rich appliances with many new designs, fashionable, quality and affordable garments, along with rich customer service, convenience and convenience. The friendliness of Co.opMart employees is the reason why Co.opMart has become "A reliable shopping place, a friend of everyone".

BigC's positioning is the cheapest goods in the retail market and the market segment they target is the low-middle income customer market. Big C introduces to consumers nationwide modern, airy and comfortable shopping spaces with a diverse and rich assortment of goods, controlled quality and reasonable prices, along with the following services: Customer service is efficient. Besides, all Big C stores nationwide provide shopping experiences with many convenient services for customers.

Commodity Products

Co.op Mart targets mostly married customers and some young, busy customers. Therefore, in addition to the traditional products of a supermarket, Co.op Mart also expands its restaurant system right at its supermarket, as well as offers a variety of ready-made or processed dishes. variety and variety, providing a comfortable choice for housewives as well as customers who do not have much time. In addition, Co.op Mart has very strict requirements on the quality of product supply for supermarkets, they once stated: "All products on supermarket shelves aim to meet European standards of quality. Europe, at least Vietnamese standards".

BigC is positioned as a cheap commodity, therefore, they   constantly   offer   promotions,  products  with  cheap

prices, suitable for many people's pockets. In addition, BigC also cooperates with major manufacturers to reduce product costs to the maximum extent for consumers. Convenience for customer purchases.

Compare Logistics Activities of Coop and Big C

Logistics Activities at Big C Supermarket System

Suppliers and Purchasing Activities

• Currently, there are about 110 domestic small and medium enterprises that are supplying goods for Big C supermarket system (including Thua Thien Hue, Nghe An, Nam Dinh, Ninh Binh, Phu Tho, Binh Dinh, with total contract value is estimated at 106 billion VND)

• Big C does not distinguish between large and small suppliers and has a very flexible import policy

• Big C Vietnam is ready to cooperate in the distribution of goods of businesses that meet the following requirements:

• Goods made in Vietnam, suitable for the type of goods that Big C Vietnam is trading

• Products must satisfy the quality criteria, labels, quality announcement paper ... according to the provisions of Vietnamese law. For food products that are guaranteed to have a Certificate of eligibility for food hygiene and safety, the goods still have a reasonable shelf life

• Big C Vietnam opens email address hotronhacungcap@bigc-vietnam.com for businesses wishing to become Big C's suppliers to contact. Big C commits to respond to the company within 24 hours from the date of receipt of the letter and arranges a meeting with that company if the initial cooperation conditions are satisfied

• Big C regularly organizes meetings and works with departments, industries and businesses through organizing seminars on the program "Developing cooperation with businesses" to select potential suppliers

• Big C's purchasing department goes directly to the production facility:

• Directly visit the entire product production process to check and evaluate satisfactory products to be sold at Big C

• Guidance from purchasing policy to cooperation promotion process, administrative procedures as well as quality and food safety and hygiene conditions

• BigC representative visits and inspects mushroom products of Phu Gia Biotech at the campus of hamlet 2 - Hung Son commune

• Products "Taste Big C" (focusing on fresh food products such as vegetables, fruits, seafood, meat, processed food...) are purchased at the source to ensure the level stabilize the supply of Vietnamese goods, ensure the best price and quality, food safety and hygiene

Reserve Management

• Big C's  goods   storage   system   follows   a   pull system,   Big  C   units   operate   independently,  on the Vietnamese market, Big C units in the provinces have their own warehouse systems, operating independently  of  other  unit  warehouse  system

• At each Big C supermarket, there is always a cold storage and stocking warehouse to ensure sufficient supply of goods to meet the shopping needs of customers

• When the warehouse of any Big C supermarket in the system runs out of any item, it may be due to a sudden increase in demand, if the upcoming shipment has not arrived in time, the remaining supermarkets will be close to Big C supermarket. That most will extract goods for timely supply

• For example: In order to ensure the quantity of goods to serve shopping needs during the 2013 Lunar New Year, Big C Thang Long supermarket has stocked up 30% of goods compared to 2012. Specifically: confectionery with more than 60 tons, more than 11 tons of vegetables and fruits, 3 tons of cold meat and a 25% increase in the number of Tet gift baskets

• According to Da Nang Department of Industry and Trade, Big C Da Nang supermarket has registered the reserve level of essential items for the 2013 Lunar New Year with a total reserve of goods worth 23 billion VND

Shipping Administration

Reduce Truck Traffic: Big C supermarkets make efficient use of the number of deliveries to supermarkets: each time ordering goods in bulk (except for fresh items).

                Big C supermarket applies the form of a centralized distribution center as follows: suppliers deliver goods to a distribution center, then Big C supermarket will aggregate goods and transport them to supermarkets across the country.

                Big C supermarket is studying the use of trains and boats to transport goods from South to North:

• The transportation of goods in and out of Big C supermarket's warehouse is mainly by specialized trucks (e.g.: refrigerated trucks transporting seafood must meet appropriate temperature conditions, on vehicles with shock absorbers, have oxygen blowing equipment for seafood)

• Big C supermarket system has invested in the transportation system with nearly 3000 trucks. The average delivery cycle of goods to a Big C supermarket of this trucking system is 2 days.

• Big C directly transports goods from the factory/production facility to the warehouses of Big C supermarkets throughout the system

• Reduce the costs incurred on the commission distribution rate, errors, technical quality. Because when goods have to be circulated through many intermediary stages, it usually costs a lot of money as above

• In addition, Big C also hires other transportation service providers to transport goods (such as Tan Bao An transport company, Tri Chau transport company, Viet Duc international transport company ...)

Warehouse Management

• Food products at Big C are stored in warehouses with the right temperature for each type of food, strictly controlled by the technical department and the food safety department. Specialized production equipment imported from France and periodically maintained

• Big C uses cold storage curtain (provided by Hung Tri company) to prevent cold storage, freezer: Prevent heat loss in cold storage, storage with a deep negative temperature that can be up to -50 oC)

Cold storage curtain used as curtains for Big C food storage warehouse. At the warehouse, there are storage facilities:

• Platform shelves have different sizes made of paper, iron, wood to preserve goods in the warehouse

• Wine cabinet

• In the cold storage to preserve frozen food products (beef, chicken, fish, clams, oysters, shrimp, crab...) there is a temperature measuring device; Styrofoam boxes, different sizes of paper to pack into each storage box

• Electric lighting system

• There is a ventilation fan to prevent moisture for humid days

• System of fire

• Air conditioning system

Logistics Activities at Coopmart Supermarket System

Suppliers and Purchasing Activities

Co-opMart is a customer of many famous foreign goods suppliers in the Vietnamese market, such as Unilever, P&G, Pepsi Co, UNZA, Kao ... and in the country such as Vinamilk, Vissan, Kinh Do, Bibica. In addition, Co.op Mart also gives priority to choosing products of manufacturers with ISO-9000 certification or an equivalent quality management system, at least a manufacturer with high quality Vietnamese goods made by people. consumer vote. To become a place of "Reliable Shopping, Friends of Everyone", the products that coop mart choose to serve in the supermarket are products that ensure quality, food hygiene and safety. Therefore, Co-opMart chooses reputable and branded partners in the market; Over 85% of Co-opMart's goods are domestically produced, especially high quality Vietnamese products. Understanding consumers' daily shopping habits, Co-opMart has brought fresh food products to supermarkets and through cooperation with suppliers in wholesale markets as well as manufacturers. reputable manufacturer in the market like Vissan. Not only distributing goods, creating events to stimulate consumption but both sides always exchange and share information, find optimal solutions for goods to reach consumers in the best way. Cooperation between farmers, fishermen, businesses and the Coopmart system brings a great competitive advantage to the products traded in the system with the best prices and guaranteed quality products. Especially, Coop guarantees no import fresh fruit and food products of Chinese origin:

• Supplier selection is based on 4 stages: survey, selection, negotiation, testing. Always put quality and price first when cooperating with suppliers. Always at the forefront of the policy of "Vietnamese people give priority to using Vietnamese goods"

• Being a customer of many famous domestic and foreign suppliers such as:

• Cosmetics: Many types from leading suppliers: Unilever, P&G, My Hao

• Furniture: Famous brands such as: Happy Cook, Nhuom Kim Hang, Supor, Crystal Viet Tiep, Phat Thanh Plastic

• Garment: leading brands in Vietnam such as: Viet Tien, Viet Thang, Piere Cardin, An Phuoc and other famous garment suppliers

• Fresh Food: The sources are carefully selected and purchased directly from the fish markets, Dalat safe vegetable market, Van Noi safe vegetable, Sao Viet vegetable, Hung Phat vegetable and cooperation between farmers farmers, fishermen and Co.op mart system

• Technology Food: strategic partner suppliers such as Vinamilk, Vissan, Dutch Lady, Bibica, Vissan, Pepsi Co, Tuong An Oil, Ha Long canned foods

Forming Links with Suppliers

• Comprehensive cooperation with suppliers in areas such as information sharing, data connection, linking advertising activities, promotions, product suggestions

• Associate with many suppliers to check and evaluate product quality before choosing to put into business. Priority is given to reputable suppliers and strong brands voted by consumers

• Create favorable conditions for suppliers in making payment quickly, on time and ready to invest capital for suppliers with good business strategy and quality

• Strictly manage suppliers while cooperating and signing contracts with authorities to save quality of goods

• Provide Clear Supplier Development Strategies

Warehouse Management

In each supermarket, a stock check takes place at the end of each day to ensure the exact volume of products sold and in stock. This helps supermarkets quickly understand the sales situation day by day to capture consumer trends and make adjustments to suit the diverse needs of customers.

For each supermarket, Saigon Co.op has equipped warehouses to store goods on the spot to ensure that the supply is always plentiful and plentiful. With a total distribution center warehouse and frozen fresh food warehouses in Binh Duong and Ho Chi Minh City, Saigon Co.op ensures good management and control of goods quality, coordination and timely circulation. Timely throughout the system of food stores, there is no shortage of goods at peak times. 

Goods are imported continuously every day. Large suppliers deliver goods to the general warehouse in Binh Duong, then from the total warehouse to the on-site warehouses of each supermarket. Particularly for small and medium suppliers, they deliver directly at the supermarket's on-site warehouses. Goods are paid according to the contract for each manufacturer, usually at the end of the month and every two weeks. 98% of the amount is paid by wire transfer.

Good refrigeration system. In addition, each supermarket in the chain  has  its  own  warehouse  system

with the right size for the supermarket itself, in the near future Coopmart will establish a new distribution center in the western region and a fresh food warehouse in Ho Chi Minh City (Depot Warehouse). shared).

                Each warehouse consists of 3 parts:

• Import department

• Transshipment unit

• Export department

Always reserve goods in large quantities to stabilize prices:

• Balance supply and demand according to Tet holiday

• Risk prevention

• Derived from the unexpected needs of customers

• Reserve due to objective reasons

Inventory Management

Stocking of raw materials, products and goods is an important content of SGM. Thanks to the reserve, SGM's sales activities are always maintained, taking place continuously and smoothly, especially during holidays, Tet, inflation, price fluctuations. A distribution center has been established. Saigon Co-op invests to expand up to 8,000 m2 with nearly 200 suppliers of goods delivered via warehouse, operating in Binh Duong. The immediate goal is to ensure timely and adequate supply of goods to Co.op mart supermarkets, especially during the peak period of serving holidays and organizing sales promotions.

                Saigon Coop Mart's reserve goods are mainly for the sake of consumers:

• Balancing supply and demand for seasonal products: on Tet holiday, Saigon Coop Mart has to stock a lot of essential food items (beer, soft drinks, frozen food, confectionery, processed food). On the other hand, there are only products for year-round consumption but can only be produced seasonally, so they need to be stocked

• Risk reserve: Risks are uncertainties, things that happen unexpectedly such as weather, problems with workers, machines, bad production planning, quality of goods supplier's problem. Therefore, it is necessary to ensure that everything goes as expected. Co.op Mart has reserves to prevent risks

• Derived from the unexpected needs of customers: Co.op Mart considers reserve as a means to best serve customer needs

Reserves are also due to objective reasons: the fierce competition of the market causes manufacturers to constantly improve, improve product quality, change designs…

Contact Bowl INFORMATION ERP

ERP = accounting software+sales support software+ human resource management software …. Not only that, the modules have a close relationship with each other like the parts of our body. And another outstanding point of ERP software compared to conventional software is that ERP manages all business activities according to a process that other conventional software cannot do. An operating process of an enterprise consists of many steps, each step performs a certain function, the input information of this step is the output information of the previous step and the output information of this step is also the information of the previous step. input to the next step... It is easy to see that an enterprise operation process often involves many departments and ERP software performs well in coordinating the activities of the departments in the enterprise. while discrete management software often only serves a specific department and does not have the ability to coordinate or support other departments or departments. What are the benefits of enterprise ERP application? Enterprises are managed by flexible and modern ERP software. All management tasks of employees are supported and optimized. All employees are supported by the software with necessary information in accordance with their positions and responsibilities while working. Business leaders will be provided with accurate information by ERP software quickly and through that they can know all the situations of the business through which they can make accurate decisions. and correct. Thus, all resources of the business are optimized, leaders will no longer have to suffer from vague lack of information, all statistical reports can be obtained at any time. As before, the first businesses to apply accounting software are successful businesses. Then, ERP will also become as popular as the application of accounting software now, businesses that are slower will most likely have to pay for their delay.

In addition to equipping common information tools such as telephone and fax, Coop mart has designed an intranet (Intranet intermediary emailing system) local information exchange system. This is a form of information exchange through an intermediary connection, managed by servers and workstations, so that information exchange within departments is more effective. Currently, Coop.mart is promoting the application of the information exchange system between supermarkets in the Coop.mart system in the form of telex. This is an effective information system with many functions to help users save time and exchange information quickly.

Moreover, Co-opMart has built its own website to help customers find out information about Co-opMart system such as Coop.mart's history, available items and prices, discounts, promotions and customer service information. The website also has the function of contacting and receiving customer feedback to promptly capture the needs of customers. The website is regularly updated to ensure that customers can receive the most accurate and fast information.

Reverse logistics is exploited not only to meet the requirements of environmental protection but through which businesses have had a clear change in perception in seeking economic benefits through reverse logistics implementation. Many authors have pointed out that the effective implementation of reverse logistics requires specific solutions in the activities of collection, recycling, remanufacturing, as well as waste treatment. This will help businesses improve profits, reduce management costs as well as inventory costs, improve customer satisfaction as well as increase the image of the business in the market.

Reverse logistics is considered an important content in a closed supply chain, so businesses that want to implement reverse logistics with high results need to consider reverse logistics in a closed supply chain. In addition, businesses also need to pay attention to green supply chains because of environmental goals. In addition, reverse logistics will work better in terms of sustainable supply chains.

The research is expected to contribute to helping businesses understand more deeply the role of reverse logistics in their business activities, especially for retail businesses. Because these businesses often face reverse logistics decisions due to the increasing demand for product returns by consumers for various reasons. The study also boldly proposes some directions for further research.

Recommended and Recommendations

In addition, researchers can gain insight into the reverse logistics operations of retailers, wholesalers, manufacturers or input suppliers. In addition, marketing perspectives can be approached in the development of reverse logistics research. The authors that made this article also expect that there will be more and more researches on reverse logistics in the Vietnamese national market because this is necessary in the trend of deep integration with the global economy.

Limitations of the Research Topic and the Next Instruction

Improving customer satisfaction in the retail industry in Vietnam is a relatively large process and requires a lot of effort and time investment. Besides, the role of R-Logistics in improving customer satisfaction in the retail industry in Vietnam, there are still many factors that have a great impact on customer satisfaction in the retail industry in Vietnam has not been mentioned in this study.

The role of R-logistics in improving customer satisfaction in the retail industry in Vietnam, is a new research topic that contributes to retail businesses realizing the importance of R-Logistics in improvement. customer satisfaction in the retail industry. In the near future, other authors should study the issues relating to "Problems to improve customer satisfaction in the retail industry in Vietnam".

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