{"id":29,"date":"2026-04-22T22:23:18","date_gmt":"2026-04-22T15:23:18","guid":{"rendered":"http:\/\/localhost:8080\/?case_studies=chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia"},"modified":"2026-05-03T10:06:41","modified_gmt":"2026-05-03T03:06:41","slug":"strategy-for-opening-a-chain-of-stores-selling-suitcases-backpacks-and-bags","status":"publish","type":"case_studies","link":"https:\/\/minhphan.vn\/en\/case-studies\/chien-luoc-mo-diem-chuoi-cua-hang-vali-balo-tui-xach-mia\/","title":{"rendered":"MIA: Point of Sale Assessment \u2013 Building a Point of Sale Map"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n<h3 data-section-id=\"f9y6fu\" data-start=\"229\" data-end=\"243\">Background<\/h3>\n<p data-start=\"244\" data-end=\"329\">MIA is expanding its chain of stores selling suitcases, backpacks, and bags to new areas in Ho Chi Minh City.<\/p>\n<p data-start=\"331\" data-end=\"492\">The sales points have been deployed, but the results have not met expectations.<br data-start=\"395\" data-end=\"398\" \/>The problem isn&#039;t the product or the brand, it&#039;s... <strong data-start=\"452\" data-end=\"491\">How to choose and exploit sales points<\/strong>.<\/p>\n<h3 data-section-id=\"1l1quwt\" data-start=\"499\" data-end=\"519\">The core issue<\/h3>\n<ul data-start=\"521\" data-end=\"826\">\n<li data-section-id=\"1050l4g\" data-start=\"521\" data-end=\"594\">The chosen area and route are not consistent with actual purchasing behavior.<\/li>\n<li data-section-id=\"j3lz6\" data-start=\"595\" data-end=\"655\">There is a lack of clear understanding of the target customers in each specific area.<\/li>\n<li data-section-id=\"d2fn9\" data-start=\"656\" data-end=\"730\">The sales points are not yet optimized in terms of <strong data-start=\"686\" data-end=\"728\">Vision \u2013 Approach \u2013 Attraction<\/strong><\/li>\n<li data-section-id=\"sr77cn\" data-start=\"731\" data-end=\"783\">Lack of survey data for evaluation and adjustment.<\/li>\n<li data-section-id=\"1woguwu\" data-start=\"784\" data-end=\"826\">There are no standardized criteria for scaling up.<\/li>\n<\/ul>\n<p data-start=\"828\" data-end=\"910\"><em><strong data-start=\"842\" data-end=\"910\">The store is still operating, but hasn&#039;t fully exploited the potential of the location.<\/strong><\/em><\/p>\n<h3 data-section-id=\"ood2sv\" data-start=\"917\" data-end=\"931\">Target<\/h3>\n<ul data-start=\"933\" data-end=\"1171\">\n<li data-section-id=\"nthjgu\" data-start=\"933\" data-end=\"980\">Re-evaluate the effectiveness of current sales outlets.<\/li>\n<li data-section-id=\"1lyvpka\" data-start=\"981\" data-end=\"1035\">Clarifying customer profiles and behaviors by region.<\/li>\n<li data-section-id=\"1tj1vuv\" data-start=\"1036\" data-end=\"1101\">Develop a set of criteria for selecting sales locations that can be applied long-term.<\/li>\n<li data-section-id=\"1egi4o5\" data-start=\"1102\" data-end=\"1171\">Optimize brand identity to increase the ability to attract organic customers.<\/li>\n<\/ul>\n<h3 data-section-id=\"sfm55q\" data-start=\"1178\" data-end=\"1204\">Site Plus deployment<\/h3>\n<ul data-start=\"1206\" data-end=\"1561\">\n<li data-section-id=\"sgtbwv\" data-start=\"1206\" data-end=\"1268\">On-site surveys of stores that are not performing as expected.<\/li>\n<li data-section-id=\"o5enln\" data-start=\"1269\" data-end=\"1337\">Framework-based evaluation <strong data-start=\"1296\" data-end=\"1302\">4T<\/strong> to identify the real &quot;bottleneck&quot;<\/li>\n<li data-section-id=\"1skq34o\" data-start=\"1338\" data-end=\"1422\">Conduct a survey of customer behavior in the area to clarify needs and travel habits.<\/li>\n<li data-section-id=\"jx5oau\" data-start=\"1423\" data-end=\"1495\">Proposals for optimizing store identity (OOH, visibility, accessibility)<\/li>\n<li data-section-id=\"rnyyf\" data-start=\"1496\" data-end=\"1561\">Build <strong data-start=\"1507\" data-end=\"1534\">2024 opening strategy<\/strong> based on actual data<\/li>\n<\/ul>\n<h3 data-section-id=\"1cn4dic\" data-start=\"1568\" data-end=\"1590\">Results achieved<\/h3>\n<ul data-start=\"1592\" data-end=\"1898\">\n<li data-section-id=\"qb2fbl\" data-start=\"1592\" data-end=\"1672\">Clearly identify the reasons why the sales point is not performing well (not due to the business model).<\/li>\n<li data-section-id=\"1xenhfo\" data-start=\"1673\" data-end=\"1751\">Adjusting the brand identity helps increase accessibility and attract visitors.<\/li>\n<li data-section-id=\"1bz2i5c\" data-start=\"1752\" data-end=\"1825\">Clarifying customer behavior by region \u2192 reducing impulsive store openings.\u201c<\/li>\n<li data-section-id=\"1wsymll\" data-start=\"1826\" data-end=\"1898\">Establish criteria and a strategic framework for controlled expansion.<\/li>\n<\/ul>\n<p data-start=\"1921\" data-end=\"2077\"><em><strong data-start=\"1921\" data-end=\"2077\">One unsuccessful sales point doesn&#039;t necessarily mean the business model is wrong.<br data-start=\"1980\" data-end=\"1983\" \/>But if you don&#039;t reassess properly, you&#039;ll keep repeating that mistake at the next point.<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u1ed1i c\u1ea3nh MIA m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng vali \u2013 balo \u2013 t\u00fai x\u00e1ch sang c\u00e1c khu v\u1ef1c m\u1edbi t\u1ea1i TP.HCM. C\u00e1c \u0111i\u1ec3m b\u00e1n \u0111\u00e3 \u0111\u01b0\u1ee3c tri\u1ec3n khai, nh\u01b0ng k\u1ebft qu\u1ea3 ch\u01b0a \u0111\u1ea1t k\u1ef3 v\u1ecdng.V\u1ea5n \u0111\u1ec1 kh\u00f4ng n\u1eb1m \u1edf s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u, m\u00e0 n\u1eb1m \u1edf c\u00e1ch l\u1ef1a ch\u1ecdn v\u00e0 khai th\u00e1c \u0111i\u1ec3m [&hellip;]<\/p>\n","protected":false},"featured_media":30,"template":"","meta":{"_acf_changed":false},"class_list":["post-29","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>MIA : \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m b\u00e1n \u2013 X\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 m\u1edf \u0111i\u1ec3m - MinhPhan.Vn<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minhphan.vn\/en\/case-studies\/strategy-for-opening-a-chain-of-stores-selling-suitcases-backpacks-and-bags\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MIA : \u0110\u00e1nh gi\u00e1 \u0111i\u1ec3m b\u00e1n \u2013 X\u00e2y d\u1ef1ng b\u1ea3n \u0111\u1ed3 m\u1edf \u0111i\u1ec3m\" \/>\n<meta property=\"og:description\" content=\"B\u1ed1i c\u1ea3nh MIA m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng c\u1eeda h\u00e0ng vali \u2013 balo \u2013 t\u00fai x\u00e1ch sang c\u00e1c khu v\u1ef1c m\u1edbi t\u1ea1i TP.HCM. 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