Tsev loj "Magnet": tswv yim los ntawm cov neeg ua haujlwm thiab cov neeg muas zaub

Ib qho ntawm feem tsim lub khw muag khoom tes hauj lwm nyob rau hauv lub teb chaws - "Magnet" - muab zaub mov thiab uas tsis yog-zaub mov khw muag khoom noj nyob rau hauv "lub tsev" hom. Lub network yog ib tug ntawm cov uas qhov chaw ntawm ntiaj teb no retailers nrog ib tug hnyav loj thiab ib tug loj ua hauj lwm. "Magnet", tawm tswv yim los ntawm cov neeg ua haujlwm thiab cov neeg muas zaub uas yog heev tsis meej xwm, muaj ntau yam zoo thiab ntau yam tsis zoo. Yuav ua li cas hom ntawm lub tswv yim tau raug tsim los ntawm tib yam cov neeg muas zaub thiab neeg ua hauj lwm hais txog cov kev network cov ntaub ntawv khw muag khoom noj? Nyob rau qhov no thiab ntau ntau lwm yam ntsiab lus nyob rau hauv tsab xov xwm.

Yuav ua li cas nws tag nrho cov pib?

Kev ua ntawm JSC "Tander", "Magnit" network kev tswj tuam txhab, ua txij li thaum 1994, ces nyob rau hauv cov coj ntawm Sergeya Galitskogo lub koom haum nqa tawm lag luam wholesale ntxuav tsev cov khoom, tshuaj pleev ib ce thiab tau zus mus rau hauv ib tug ntawm cov loj tshaj plaws Lavxias teb sab distributors. self-kev pab cuam khw tau qhib nyob rau hauv 1998, thawj zaug nyob rau Krasnodar, qhov uas nws yog tam sim no lub tsev hauv paus ntawm lub koom haum. Cia li ib xyoo rau lub tuam txhab muaj npaum li cas lub uas txoj hauj lwm nyob rau hauv sab qab teb ntawm Russia thiab thaum pib ntawm lub nce qib nyob rau hauv lwm cov cheeb tsam. Nyob rau hauv 2000, lub chaw ua hauj lwm ntawm lub khw muag khoom ua lag ua luam twb reorganized, khw tsiv nyob rau hauv discounter hom nyob rau hauv ib tug ib hom "Magnit".

Nyob rau hauv thaum ntxov 2006, lub OJSC "Magnit" twb reorganized rau hauv ib tug tuav lub tuam txhab ntawm tuam txhab uas muag koom nyob rau hauv lub khw muag khoom ua lag luam nyob rau hauv lub "Magnit", tawm tswv yim los ntawm cov neeg ua haujlwm hais txog tej uas nyob rau ntawm lub sij hawm twb tsis tshua muaj zoo. Cov tshwm sim ntawm cov ceev ceev txoj kev loj hlob ntawm lub khw muag khoom network pib kaum tsib puas khw muag khoom noj los ntawm 2006, tab sis, ces tom qab ob peb thwmsim nrog lub hom nws twb txiav txim siab los pib siv ntawm hypermarkets. 24 hypermarkets, 636 "nyob rau hauv lub tsev" khw muag khoom noj tau qhib rau 2007-2009. Nyob rau hauv lub xyoo tom ntej, lub network tau tsim sai heev. Piv txwv li, nyob rau hauv 2011 nws qhib ntau tshaj 1,000 khw muag khoom noj, ntau tshaj 200 tshuaj pleev ib ce khw muag khoom noj thiab 40 hypermarkets.

Niaj hnub no lub network yog cov lag luam thawj coj nyob rau hauv Russia los ntawm tus xov tooj ntawm lub khw muag khoom zog, nyob nyob rau hauv lub 2180 Kev Hais Haum no: 8581 khw hom "nyob rau hauv lub tsev" thiab 196 hypermarkets, 1239 tshuaj pleev ib ce khw thiab 104 cov ntsiab lus nyob rau hauv lub hom lub npe "Magnit Family" (cov ntaub ntawv yuav muab thaum pib ntawm 2015).

assortment

"Magnet" - ib tug network teem rau qhua nrog txawv tau nyiaj ntau li ntawd, muab plaub hom khw muag khoom noj: ib tsev neeg, ib tug hypermarket, "nyob rau hauv lub tsev" thiab tshuaj pleev ib ce khw. Nyob rau hauv khw muag khoom noj thiab hypermarkets sawv cev ib tug ntau yam ntawm cov khoom, muaj raws ntawm cov neeg siv thiab muaj cov khoom thiab muag rau tag nrho tsev neeg. Qhov ntau yog xaiv li ntawd, tsis tau poob ntau heev lub sij hawm, nyob rau nruab nrab, ib nrab ib teev, cov buyer yuav nrhiav tau tag nrho cov tsim nyog cov khoom ntawm txhua txhua hnub thov: .. Khoom noj khoom haus, kev tu cev cov khoom, tsev neeg tshuaj, thiab lwm yam Raws li cov tshwmsim thiab kev hloov tastes thiab xav tau kev pab ntawm cov neeg muas zaub nyob rau hauv lub network muab nruam kev loj hlob ntau yam ntawm cov khoom thiab cov kev pab cuam.

Raws li rau ntau buyers nyob rau hauv kev sib raug zoo mus rau lub network ntawm khw muag khoom noj "Magnit", cov neeg ua hauj xyuas yog heev ntau haiv neeg. Ib txhia cov neeg muas zaub hais tias lub khw muag khoom noj network heev ib tug ntau yam, thiab tej zaum koj yuav nrhiav tau ib yam khoom uas yog tsis muaj nyob rau hauv lwm yam trading qhauj. Lwm tus ntseeg tau hais tias cov kab kev los ntawm cov khoom no tsuas siv thiab nco ntsoov cov neeg pluag zoo ntawm kev txawj ploj tuag khoom. Meanwhile, los ntawm lub network muag ntau tshaj li 600 tus kheej daim ntawv lo cov khoom. Yuav kom txhim kho txoj kev ntau yam ntawm semi-tiav lawm cov khoom thiab npaj txhij noj mov nyob rau hauv lub network muaj lawv tus kheej ua nroj tsuag.

pricing txoj cai

Khw muag khoom saw "Magnit" aims los txhawb lub noj qab haus huv ntawm cov neeg muas zaub, thiaj li yuav tsum muaj xwb cov khoom uas zoo pheej yig tus nqi. Lub hom phiaj cov neeg tuaj saib ntawm "yooj yim khw muag khoom noj" cov neeg muas zaub yog nruab nrab-nyiaj khwv tau los lub teb chaws, uas ua rau lub tuam txhab nyob rau hauv txoj kev ntawm cov nqi txiav. Yuav ua li cas nws tswj kom muaj tus nqi tsim nyog? Npaj zus tau tej cov khoom ntawm lawv tus kheej trademark "Magnit" muab manufacturers hauv lub xub ntiag ntawm ib tug ruaj khov kev muag khoom channel thiab txaus muaj peev xwm siv. Qhov no thiaj li tus nqi ntawm cov khoom, lub chaw tsim tshuaj paus tsis raug nuj nqis rau advertising, distributors thiab resellers cov kev pab cuam. Yog li tsis tau raws li yuav txo tau nyob rau hauv tus nqi ntawm cov khoom, xws li cov ntawm competitors. Tus nqi tsim nyog thiab ib tug ntau yam ntawm combines hypermarket "Magnit", tawm tswv yim los ntawm cov neeg ua haujlwm thiab cov neeg muas zaub hais txog tej uas tham txog lub khw lub koob meej thiab profitability ntawm nws pricing txoj cai.

Consumer xyuas ntawm hypermarkets "Magnit"

Ntawm cov uas twb muaj lawm network ntawm supermarkets "Magnet" occupies ib tug nruab nrab txoj hauj lwm nyob zoo thiab tus nqi theem. Nyob rau hauv nws koj yuav nrhiav tau delicacies, tab sis koj muaj peev xwm yuav zoo tib yam khoom rau txhua hnub noj thiab nyob rau tib lub sij hawm txuag considerably. Tus nqi tsim nyog hauv qab no kev ua lag luam nruab nrab - ib tug neeg muag saw "Magnit". Tswv yim los ntawm cov neeg ua haujlwm thiab cov neeg muas zaub txog nws thim xim rau cov ib tug xov tooj ntawm pros thiab cons.

"Magnet-kom hniav zoo nkauj"

Cov kev loj hlob ntawm tsis yog khoom noj los ntawm ya pib nyob rau hauv 2010. tshiab hom khw project "Magnet-Tshuaj pleev ib ce", tawm tswv yim los ntawm cov neeg ua haujlwm thiab cov neeg uas feem ntau zoo, pom tau hais heev ntse. Tshiab ua si tau nyob rau hauv coob, niaj hnub no qhib ntau tshaj li ib txhiab khw muag khoom noj nyob rau hauv hom ntawv no.

Cov kab kev los ntawm "Magnit" ntau ntawm cov tshuaj pleev ib ce rau qhov kev kho mob, loj-ua lag luam perfumes, kev tu thiab tej khoom hauv tsev. Tshuaj pleev ib ce sawv cev hom xws li "Bourgeois," "Art-ua-up", "Artdeko", "puj ntaws", "L'Oreal", "Maksfaktor", "Meybilin", "Ninnel", "Vivien sabot", "Lumen" "Rimel" thiab lwm tus neeg. Tag nrho cov khw muag khoom ntawm no hom ntawv muaj ib qho, ib qho yooj yim-rau-buyer layout: tshuaj pleev ib ce, perfumes, tsev neeg tshuaj, thiab lwm yam uas hais nyob rau hauv txawv departments nyob rau hauv loj racks ...

Nyob rau ib tug nyias muaj nyias ib txoj kev muag zaub nyob ze ntawm lub nkag mus rau ib lub khw zog nrog promotions, txo nqi khoom: tshuaj pleev ib ce, tsev neeg tshuaj, kev tu cev cov khoom. Raws li txoj cai, kev muag khoom pheejyig npaum licas tshaj tawm cov khoom muag nyob rau hauv Tshuag nrog nyiaj cheb thiab khoom plig, tes tawm leaflets.

Customer xyuas ntawm "Magnit-Kosmetik"

Txhua retailer nws muaj nws tus kheej kev txawj thiab weaknesses uas pom thawj cov neeg muas zaub, thiab ces, thiab neeg ua hauj lwm ntawm lub koom haum. "Magnet-Tshuaj pleev ib ce" yog tsis muaj exception. Nws yoojyim ib tug feem ntau zoo tswv yim, nws qhov tseeb yog tshwj xeeb yog high school nyob rau hauv me me zos qhov chaw uas muaj me me los yog tsis muaj tshwj xeeb tshuaj pleev ib ce khw muag khoom noj. Tau txais kev pab feem ntau sau tseg cov zoo yam:

• tus nqi tsim nyog rau tej pawg ntawm cov khoom, nqi qis tshaj nyob rau hauv lwm yam tshwj xeeb khw muag khoom noj;
• ib tug dlej ntau ntawm kev kho mob tshuaj pleev ib ce, tsev neeg tshuaj cov khoom thiab tsev neeg cov khoom;
• nyob rau ntawm cov khoom muaj npe khoom;
• exciting promotions thiab muaj, piv txwv li, ib tug txhua hli luv nqi ntawm 15%, tas cov zoo los cawm thaum muas tsev neeg cov khoom thiab kev tu cev cov khoom.
• tsis muaj pesky tiv thaiv ilv cwj pwm ntawm cov neeg ua hauj lwm.

"Magnet-Tshuaj pleev ib ce", tawm tswv yim los ntawm cov neeg ua haujlwm thiab cov neeg uas yog heev tsis meej xwm, thiab muaj ib tug xov tooj ntawm kev tsis zoo. Ntawm cov disadvantages neeg siv feem ntau distinguished:

• siab paj tau paj rau tej pawg ntawm cov khoom;
• meager assortment thiab feem ntau unmarketable zoo pleev;
• dhau cov khoom;
• sellers incompetence, pluag kev pab cuam;
• mismatch nqi rau tus nqi cim npe, thiab nyob rau hauv lub thawv chaw ua hauj lwm (raws li ib tug tshwm sim ntawm cov shortcomings cov neeg muas zaub feem ntau tsis kam mus yuav);
• ib tug tsawg tus naj npawb ntawm los yog tsis tuaj kawm ntawv ntawm kev sojntsuam, kiag li tsis muaj napkins, paj rwb disks rau kev siv los ntawm testers.

"Magnet" -rabotodatel

Lub trading network "Magnet" - yog ib tug ntawm cov loj tshaj plaws ua hauj lwm nyob rau hauv lub teb chaws, lub lag luam thawj coj nyob rau hauv lub xov tooj ntawm coj mus muag khoom. Nyob rau nruab nrab, hla lub network khw muag khoom yog 10 lab tus tib neeg nyob rau txhua hnub. Cov giant nuj nqis nraim hauv cov yam ntxwv ntawm lub network thiab ua hauj lwm mus nug ntxiv. Tsis yog txhua txhua tus neeg thov kev yuav txoj kev ua hauj lwm nyob rau hauv "Magnit". Tswv yim los ntawm cov neeg ua haujlwm saibxyuas tsis zoo, uas yuav tsum tau ntaus nqi, thiab ib tug tag nrho rau hauv lub tsev loj chains "tus kab mob" nyob rau hauv daim ntawv ntawm cov tib neeg pab niaj hnub ua hauj lwm. Tsis zoo tswv yim hais txog lub tuam txhab tseem tshuav feem ntau yav tas los ua hauj lwm ntawm "Magnit".

Cov nab npawb ntawm cov neeg ua hauj lwm ntawm lub network twb tshaj 260 txhiab tus neeg. Dua li ntawm qhov loj tus naj npawb ntawm tsis zoo xyuas los ntawm cov nteg-off neeg ua hauj lwm, "Magnit" tau pheej tau txais lub "chaw ua hauj lwm ntawm lub xyoo" title. Stipulated los ntawm lub zog tsim ntawm tus social security, ua hauj lwm rau tej yam kev mob uas tau ntsib lub tuam txhab tswj. Cov nyiaj hli ntawm lub network yog ib tug "dawb", nqa tawm tag nrho cov tsim nyog rho tawm, neeg ua hauj lwm yog muab nrog ib tug kev sib raug zoo pob nws muaj nws tus kheej nyiaj laus nyiaj. Lub tuam txhab muaj ib tug ntau yam "nyiaj tshwj xeeb" xws li pheej yig pib.

"Magnet", xyuas uas neeg ua hauj lwm yuav tsum tau nyeem ua ntej lub ntaus ntawv mus ua hauj lwm nyob rau hauv ib tug network, tsim rau nws cov neeg ua hauj lwm lub caij rau cov hauj lwm kev loj hlob. Rau feem ntau feem sai sai ua ib txoj hauj lwm, piv txwv li, ib nrab ib xyoo tom qab ntawd los ua ib tug khw saib xyuas, koj ua tau nyob rau hauv lub tshiab khiv qhib ceg nyob rau ntawm ib thaum ntxov rau theem rau kev ua lag luam. Nws yog lub luag hauj lwm ntawm txhua tus neeg ua hauj lwm rau ib tug dlej nyiaj ua hauj lwm uas txuam nrog rau specifics ntawm lub khw muag khoom network. Ua hauj lwm nyob rau hauv "Magnit" yuav yuav tsum tau cov ntawv thov kev ua si, yooj, kev mob siab thiab teg num. Nquag, uas tsis yog-tsev neeg, tau hloov mus rau sai hloov tej yam kev mob ntawm tus neeg yuav yooj yim los tsim kom tau ib txoj hauj lwm nyob rau hauv lub tuam txhab.

Xyuas ntawm cov neeg ua haujlwm ntawm lub tuam txhab "Magnit"

Ua ntej ntau cov neeg nrhiav hauj seb puas tsimnyog tau rau lo lus nug: "Yog nws nqi nws mus khom nyob rau hauv lub" Magnet "?" Tau rau hauv lub xeev ntawm lub tuam txhab yooj yim heev, ntev li uas yuav tsum tau rau cov piv txwv yuav tau them. Tiam sis noj ib tug zaum kawg kev txiav txim siab, nws yuav tsum tau to taub hais tias nyob rau hauv coj mus muag tes hauj lwm, muaj ib tug tseem yug tau. Ua hauj lwm nyob rau hauv "Magnit", xyuas uas neeg ua hauj lwm yuav tsum tau nyeem, intending mus nrhiav hauj lwm nyob rau hauv lub network nws muaj ib tug xov tooj ntawm cov nta. Feem ntau cov neeg uas tawm kev xyuas txog lub tuam txhab, raws li ib tug ntxiv rau point "dawb" cov nyiaj hli, cov nyiaj pob thiab taw tes rau tus tib shortcomings.

• Ua hauj lwm rau ib lub furious pace: kev txaus sab ntawm cov khoom, layout, tu, txhua hnub hloov nqi cim npe, nrog ib tug loj influx ntawm cov neeg muas zaub - rau nyiaj ntsuab, tsis muaj cov neeg muas zaub - lub tsev ntawm leaflets, permutation, thiab lwm yam yuav koj tos los yog yuav tub nkeeg - tsis tau tiv nrog ... Ib tug luv luv feeb noj su thiab tshuaj yej tsuas yog nyob rau cov sij hawm teem lub sij hawm. Txhua yam yuav tsum tau ua sai sai, yog muaj suav cov nyiaj, vim hais tias cov tsis txaus txiav los ntawm cov nyiaj ua hauj.
• Lub tuam txhab ua hauj lwm tsis muab tej txoj haujlwm raws li cov thawj coj, tus pauv nyiaj, kev ruaj ntseg tus neeg zov, nqus tsev vacuum, loader. Feem ntau, lub khw muaj ib tug tsis txaus rau ib tug thawj coj, ob tug ntawm cov khoom thiab cov neeg muag khoom. Nyob rau hauv tas li ntawd, tswv yog muaj, lub tsev xa neeg ua hauj lwm thiab lwm cov tub txawg. High turnover thiab qhov tsis muaj neeg ua hauj lwm ua rau lub fact tias tag nrho cov uas duav txhua yam ntawm kev ua hauj lwm ntog rau lub xub pwg nyom ntawm tus neeg muag khoom, cov khoom manager thiab tus thawj coj. Ua luj khoom yog khw tu, unloading ntawm cov khoom tau txais nyob rau hauv lub network "Magnit" khoom.
• Xyuas ntawm cov neeg ua haujlwm muaj kev cuam tshuam dissatisfaction nrog lub 12-teev hnub ua hauj lwm, uas tsis yog-caag nyob rau hauv kev twb kev txuas nrog audits, khoom zaub thiab tsis muaj ntawm cov neeg ua. High dependence ntawm cov ua hauj lwm lub sij hawm nyob rau hauv lub configuration lub xeev, tab sis feem ntau ntiav ib 3/3 los yog 2/2.
• Ib tug me me nyiaj hli (rau cov neeg muag khoom, raws li ib tug txoj cai, 15-16 txhiab rubles.), Nplua, ib tug tsis tshua muaj feem pua ntawm koj tus kheej muag.
• Vim lub heev tsis, tsis muaj ub yog them tsuas yog cov. Khw losses txo them nyob ntawm cov nyiaj tau. Tag nrho cov nyiaj raws li nyob rau hauv cov sij hawm ua hauj lwm thiab coefficients yog faib rau txhua tus neeg ua hauj lwm, tab sis ub ob zaug cov nyiaj tsis tau them lub tuam txhab "Magnit".

Tswv yim los ntawm cov neeg ua haujlwm (Moscow) muaj kev cuam tshuam rau ntau yam zoo nta ntawm lub network, uas yog feem ntau yus dependence rau qhov zoo ntawm kev tswj. Nyiaj ua hauj lwm, ua hauj lwm, ua hauj lwm rau kev siv, cov kev nyab xeeb nyob rau hauv pab neeg no yog kev lom zem ntau txiav txim los ntawm cov theem ntawm professionalism thiab koj tus kheej zoo ntawm cov thawj coj (khw saib xyuas, cov thawj saib xyuas, neeg ua hauj lwm). Yog hais tias cov kws txawj yog literate, tau muaj kev tswj kom ua hauj lwm zoo ua ke, kom meej meej raws li tag nrho cov lus ntawm lub tuam txhab, ces cov qhov tso zis yuav tau txais ib tug muaj kev vam meej khw, qhov twg nws yog qab ntxiag thiab cov neeg muas zaub, thiab neeg ua hauj lwm.

Tswv yim los ntawm cov neeg ua haujlwm nyob rau hauv lub "Magnet-kom hniav zoo nkauj"

Los ntawm heev heev uas tsis yog-zaub mov khw "Magnet" yog siv kom hniav zoo nkauj kho mob khoom, loj-kev ua lag luam, perfumery, tu cev cov khoom thiab tej khoom hauv tsev. Tseem ua hauj lwm nyob rau hauv lub "Magnet-Tshuaj pleev ib ce", tawm tswv yim los ntawm cov neeg ua haujlwm uas yog heev ntau haiv neeg, heev ze nyob rau hauv cov nqe lus ntawm lub chaw ua hauj lwm rau cov zaub mov supermarket network. Labor Day thiab 12 teev rau kuv txhais ko taw nyob rau hauv ib tug ceev atherosclerosis, tas mus li txais tos thiab zaub ntawm cov khoom, ua hauj lwm qab lub txee. Sellers ua raws li neeg pab txhawb, tiv thaiv, porters, tshuaj (tej zaum ntiav lawv tus kheej nyiaj them, raws li ua lub khw muag khoom noj nyob rau hauv loj lub zos, xws li cov network "Magnit", Ekaterinburg).

Xyuas ntawm cov neeg ua haujlwm yuam them sai sai mus rau ib tug xov tooj ntawm cov pros thiab cons ntawm ua hauj lwm nyob rau hauv ib tug tshuaj pleev ib ce khw "Magnet".

• Zoo kev pab pob thiab ruaj khov nyiaj ua hauj lwm.
• Qab nthab nyiaj, tsis hais ntawm kev muag khoom tagnrho (cov kev sib tham no feem ntau yog ib tug them nyiaj cog lus ntau), nquag nqhis. Lus lub sij hawm nrog ib tug tsis txaus ntawm cov neeg ua.
• Yog tsis muaj nyiaj cheb rau lawv ua hauj lwm.
• Recruitment yog nqa tawm nyob rau hauv ntau tshaj li yuav tsum tau. Dialed interns los yog tos rau cov lus qhib ntawm ib tug tshiab lub khw, los yog mus ua hauj lwm nyob rau hauv lwm lub zos los yog lawb tawm mus.
• Qhov tub sab tub nyiag los ntawm cov neeg muas zaub, uas yog heev yooj yim mus nres, vim hais tias cov "Magnit" yog tsis muab cov koob yees duab thiab tiv thaiv.
• Nquag pereraskroi reshuffle txee, unloading ntawm cov khoom, tsis hais txog ntawm nws qhov hnyav, muab nyob rau hauv trading pem teb. Tag nrho cov muaj ntxeev siab, feem ntau cov ntxhais, tsis muaj kev pab los ntawm movers, uas yog tsis muaj nyob rau hauv lub khw Company "Magnit".

Xyuas ntawm cov neeg ua haujlwm (St. Petersburg) muaj xws li lub tswvyim ntawm cov neeg uas tau resigned, tau tso rau ntau yam yog vim li cas yuav tsis ua hauj lwm nyob rau hauv lub network.

xaus

Ntawm cov khw muag khoom noj ntawm tej khw muag khoom saw muaj txiaj ntsim thiab lagging. Nyob rau hauv ntau txoj kev, txoj kev vam meej ntawm lub enterprise luam nyob rau pab neeg sib sau thiab professionalism ntawm cov kev tswj. TC "Magnit", zoo li lwm yam koom haum, nws muaj nws pros thiab cons.