Khóa luận tốt nghiệp assessing and selecting of omnichannel strategy for samsung technology experience center samsung 68

Luận văn tốt nghiệp nghiên cứu tốt nghiệp assessing and selecting of omnichannel strategy for samsung technology experience center, điều tra thực trạng, phân tích số liệu, đề xuất

• Tác giả: Vo Thi Quynh Nhu
• Người hướng dẫn: PhD Nguyen Phan Anh Huy
• Trường học: Ho Chi Minh City University of Technology and Education
• Chuyên ngành: Industrial Management
• Đề tài: Assessing And Selecting Of Omnichannel Strategy For Samsung Technology Experience Center – Samsung 68
• Loại tài liệu: graduate essay
• Năm xuất bản: 2023
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• INTRODUCTION
• Object and scope of research
• 1. CHAPTER 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER – SAMSUNG 68
• 1.1. Overview of Samsung Vina Electronics Co.
• 1.2. History of formation and development
• 1.3. Samsung Marketing Strategy and Service Experience Center in Vietnam
• 1.4. Samsung 68 and the great role for Samsung
• 1.4.1. History of formation and development
• 1.4.2. Functions and core values
• 2. CHAPTER 2: LITERATURE REVIEW
• 2.1. Definition of Omnichannel Marketing
• 2.1.1. What is Omnichannel Marketing
• 2.1.2. Difference between Omnichannel and Multichannel
• 2.1.3. Benefits of Omnichannel Marketing
• 2.2. Theoretical foundations of Omnichannel Marketing Strategy
• 2.2.1. Factors affecting the choice of Omnichannel Strategy
• 2.2.2. Benefits of Omnichannel Strategy
• 2.2.3. Fuzzy TOPSIS Method for Multi Criteria Decision Making
• 2.2.3.1. Fuzzy set Theory
• 2.2.3.2. Fuzzy TOPSIS Method
• 3. CHAPTER 3: THE STATUS OF OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68
• 3.1. Product launch and promotion events
• 3.2. Tour linking Samsung with customers and enterprises
• 3.3. Sales service and warranty
• 3.4. The event responds to the major activities of the year
• 3.4.1. Promote through Tiktok, Youtube platforms
• 3.4.2. Analysis of marketing strategy of Samsung 68 according to the 4P model
• 3.4.3. Evaluate the advantages and disadvantages
• 4. CHAPTER 4: PROPOSED SOLUTIONS TO COMPLETE OMNICHANNEL MARKETING STRATEGY AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68
• 4.1. Building Omnichannel Marketing strategies
• 4.1.1. Shaping the operating model of the brand
• 4.1.2. Focus on increasing personalized services
• 4.1.3. Implement an omnichannel approach
• 4.2. Selecting the right Omnichannel platform for Samsung 68
• 4.2.1. Evaluate the four most suitable Omnichannel platforms
• 4.2.2. Using the Fuzzy TOPSIS method for platform evaluation and selection
• NHẬN XÉT CỦA GIÁO VIÊN HƯỚNG DẪN
• NHẬN XÉT CỦA GIÁO VIÊN PHẢN BIỆN

Tóm tắt

I. Tổng quan về Chiến lược Omnichannel cho Samsung 68

Chiến lược Omnichannel là một phương pháp tiếp cận marketing hiện đại, giúp các doanh nghiệp kết nối với khách hàng qua nhiều kênh khác nhau. Trung tâm Trải nghiệm Công nghệ Samsung 68 là một ví dụ điển hình cho việc áp dụng chiến lược này. Với sự phát triển nhanh chóng của công nghệ, việc tạo ra một trải nghiệm liền mạch cho khách hàng là rất quan trọng.

1.1. Định nghĩa và tầm quan trọng của Omnichannel

Omnichannel marketing là cách tiếp cận tích hợp, cho phép khách hàng tương tác với thương hiệu qua nhiều kênh khác nhau. Điều này không chỉ giúp tăng cường trải nghiệm khách hàng mà còn tối ưu hóa quy trình bán hàng.

1.2. Lợi ích của việc áp dụng Omnichannel tại Samsung 68

Việc áp dụng chiến lược Omnichannel tại Samsung 68 giúp tăng cường sự nhận diện thương hiệu và cải thiện trải nghiệm khách hàng. Khách hàng có thể trải nghiệm sản phẩm một cách trực tiếp và nhận được sự hỗ trợ tốt nhất từ nhân viên.

II. Thách thức trong việc triển khai Chiến lược Omnichannel

Mặc dù có nhiều lợi ích, việc triển khai chiến lược Omnichannel cũng gặp phải nhiều thách thức. Các vấn đề như sự đồng bộ giữa các kênh, quản lý dữ liệu khách hàng và chi phí marketing là những yếu tố cần được xem xét kỹ lưỡng.

2.1. Vấn đề đồng bộ hóa giữa các kênh

Để đảm bảo trải nghiệm khách hàng liền mạch, các kênh cần phải được đồng bộ hóa. Điều này đòi hỏi sự phối hợp chặt chẽ giữa các bộ phận trong doanh nghiệp.

2.2. Chi phí và hiệu quả của chiến lược

Chi phí cho việc triển khai chiến lược Omnichannel có thể cao, nhưng nếu được thực hiện đúng cách, nó sẽ mang lại hiệu quả lâu dài cho doanh nghiệp.

III. Phương pháp xây dựng Chiến lược Omnichannel hiệu quả

Để xây dựng một chiến lược Omnichannel hiệu quả, cần có một kế hoạch chi tiết và rõ ràng. Các bước như phân tích dữ liệu khách hàng, lựa chọn kênh phù hợp và tối ưu hóa trải nghiệm khách hàng là rất quan trọng.

3.1. Phân tích dữ liệu khách hàng

Phân tích dữ liệu khách hàng giúp hiểu rõ hơn về nhu cầu và hành vi của khách hàng. Điều này là cơ sở để xây dựng chiến lược marketing hiệu quả.

3.2. Lựa chọn kênh phân phối phù hợp

Lựa chọn kênh phân phối phù hợp là yếu tố quyết định trong việc triển khai chiến lược Omnichannel. Các kênh cần phải phù hợp với đối tượng khách hàng mục tiêu.

IV. Ứng dụng thực tiễn của Chiến lược Omnichannel tại Samsung 68

Samsung 68 đã áp dụng thành công chiến lược Omnichannel trong các hoạt động marketing và bán hàng. Các sự kiện trải nghiệm sản phẩm và chương trình khuyến mãi đã thu hút được nhiều khách hàng.

4.1. Các sự kiện trải nghiệm sản phẩm

Các sự kiện trải nghiệm sản phẩm tại Samsung 68 không chỉ giúp khách hàng hiểu rõ hơn về sản phẩm mà còn tạo cơ hội để họ tương tác trực tiếp với thương hiệu.

4.2. Chương trình khuyến mãi và ưu đãi

Chương trình khuyến mãi tại Samsung 68 được thiết kế để thu hút khách hàng, từ đó tăng doanh số bán hàng và nâng cao sự hài lòng của khách hàng.

V. Kết luận và tương lai của Chiến lược Omnichannel tại Samsung 68

Chiến lược Omnichannel tại Samsung 68 không chỉ mang lại lợi ích ngắn hạn mà còn tạo nền tảng vững chắc cho sự phát triển lâu dài. Tương lai của chiến lược này sẽ phụ thuộc vào khả năng thích ứng và đổi mới của doanh nghiệp.

5.1. Tương lai của Omnichannel trong ngành công nghệ

Ngành công nghệ đang phát triển nhanh chóng, và việc áp dụng chiến lược Omnichannel sẽ trở thành một yếu tố quan trọng trong việc duy trì sự cạnh tranh.

5.2. Khuyến nghị cho Samsung 68

Samsung 68 cần tiếp tục cải tiến và tối ưu hóa chiến lược Omnichannel để đáp ứng nhu cầu ngày càng cao của khách hàng và giữ vững vị thế trên thị trường.

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MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATE ESSAY TOPIC: ASSESSING AND SELECTING OF OMNICHANNEL STRATEGY FOR SAMSUNG TECHNOLOGY EXPERIENCE CENTER – SAMSUNG 68 Student : Vo Thi Quynh Nhu Student ID : 19124166 Course : 2019 Major : Industrial Management Instructor : PhD Nguyen Phan Anh Huy HCMC, May 2023 TABLE OF CONTENTS INTRODUCTION. Object and scope of research. 3 CHAPTER 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER- SAMSUNG 68.1 Overview of Samsung Vina Electronics Co.1 History of formation and development.2 Samsung Marketing Strategy and Service Experience Center in Vietnam.2 Samsung 68 and the great role for Samsung.1 History of formation and development.2 Functions and core values. 9 CHAPTER 2: LITERATURE REVIEW.1 Definition of Omnichannel Marketing.1 What is Omnichannel Marketing.2 Difference between Omnichannel and Multichannel.3 Benefits of Omnichannel Marketing.2 Theoretical foundations of Omnichannel Marketing Strategy.1 Factors affecting the choice of Omnichannel Strategy.2 Benefits of Omnichannel Strategy.3 Fuzzy TOPSIS Method for Multi Criteria Decision Making.1 Fuzzy set Theory.2 Fuzzy TOPSIS Method.

18 CHAPTER 3: THE STATUS OF OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68.1 Product launch and promotion events.2 Tour linking Samsung with customers and enterprises.3 Sales service and warranty.4 The event responds to the major activities of the year.2 Promote through Tiktok, Youtube platforms.3 Analysis of marketing strategy of Samsung 68 according to the 4P model.4 Evaluate the advantages and disadvantages. 39 CHAPTER 4: PROPOSED SOLUTIONS TO COMPLETE OMNICHANNEL MARKETING STRATEGY AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68.1 Building Omnichannel Marketing strategies.1 Shaping the operating model of the brand.2 Focus on increasing personalized services.3 Implement an omnichannel approach.2 Selecting the right Omnichannel platform for Samsung 68.1 Evaluate the four most suitable Omnichannel platforms.2 Using the Fuzzy TOPSIS method for platform evaluation and selection. 58 NHẬN XÉT CỦA GIÁO VIÊN HƯỚNG DẪN .…tháng 05 năm 2023 Giảng viên hướng dẫn NHẬN XÉT CỦA GIÁO VIÊN PHẢN BIỆN .…tháng 05 năm 2023 Giảng viên phản biện LIST OF TABLES Table 4.1: Evaluation criteria of platforms Table 4.2: Details of the decision maker’s team Table 4.3: Characteristics of Criteria Table 4.4: Fuzzy Scale Table 4.5: Decision Matrix Table 4.6: The normalized Decision Matrix Table 4.7: The weighted normalized Decision Matrix Table 4.8: The positive and negative ideal solutions Table 4.9: Distance from positive and negative ideal solutions Table 4.10: Closeness coefficient LIST OF FIGURES Figure 1.1: Samsung's official logo Figure 1.2: Samsung 837 Service Technology Experience Center (USA) Figure 1.3: Samsung KX Service Technology Experience Center (UK) Figure 1.4: Samsung Zeli Service Technology Experience Center (Germany) Figure 1.5: Samsung Service Technology Experience Center 68 (Vietnam) Figure 1.6: 5 core values of Samsung Figure 2.1: The shift of marketing from traditional to Omnichannel Figure 2.2: Compare Multichannel with Omnichannel Figure 2.3: Omnichannel order rate higher than Signal channel (0.1: New Galaxy S23 Series was first launched at a press conference at Samsung 68 Figure 3.2: “Tech With GenZ” tours held at Samsung 68 Figure 3.3: “Tech With3GenZ” tours held at Samsung 68 Figure 3.4: The first customers to own the New Galaxy S23 Series at Samsung 68 Figure 3.5: Xmas was held at Samsung 68 Figure 3.7: Compare the number of customers coming to Samsung 68 during Christmas and weekdays Figure 3.8: Team Unstoppable was held at Samsung 68 with the participation of Former General Director of Samsung Vina – Kevin Lee Figure 3.9: Samsung 68 official Facebook page updated from 06/2022 Figure 3.10: Number of reach and visits to Samsung 68's Facebook page in the last 90 days Figure 3.11: Consumer interaction for content marketing at Samsung 68 Figure 3.12: Samsung 68's Tiktok page Figure 3.13: Samsung 68's Youtube account with various content videos Figure 3.14: Samsung products Figure 3.15: Sales sites dedicated to each customer of Samsung 68 Figure 3.16: New products are highly valued by Samsung at first Figure 3.17: Samsung's online sales website Figure 3.18: The program "Renew old autumn" at Samsung 68 Figure 3.19: Samsung 68 gets high ratings at Google Maps Figure 3.20: Number of users using hashtag #Samsung68 on Facebook Figure 3.21: Sales in March 2023 of Samsung 68 Figure 3.22: Customer experience chart Figure 3.23: Details of Samsung 68's post engagement vs. article reach on Facebook Figure 4.1: Mapping Customer journey Figure 4.2: Internet economy GMV as of GDP (2018) Figure 4.3: Steps to proceed with platform selection ACKNOWLEDGEMENT First off all, I would like to offer my special thanks to people who have supported and helped me to complete this internship graduate essay.

My special thanks are extended to my advisor, Mr. Nguyen Phan Anh Huy, Lecturer of Ho Chi Minh City University of Technology and Education, for him constant assistance and supervision. I have tried to complete this report with full dedication. Any kind of comments or suggestions regarding this will be highly appreciated.

I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement, in order to attain desired career objectives. Quynh Nhu, Ho Chi Minh City, May 03, 2023 INTRODUCTION 1. Research rationale We all know about Samsung corporation - one of the largest technology corporations in the world. With a name that has the meaning of growth and eternity, Samsung is constantly developing dramatically, diversifying products and business fields.

With fierce competition in the global technology market, in order to prove its strength and bring its 3-star brand to the forefront, Samsung is constantly researching and launching disruptive electronic products limited to folding phones, leading in LCD screens and televisions in the period 2008 - 2021, the group's total revenue in Vietnam in 2021 accounts for 20% of total exports,. However, to bring its brand closer to consumers, giving them the opportunity to approach and mingle, and enjoy the technological values that Samsung has brought is a difficult thing. We often see retailers in Vietnam displaying and selling products from many different brands: Apple, LG, Sony, etc. This causes consumers to choose products in a comparative and "market-like" mood.

Samsung has always been different and has not forgotten its purpose to lead the market, that's why the group has created a "One Samsung" ecosystem. Here, we can fully immerse ourselves in the world of technology, understanding the stories behind each Samsung product. That ecosystem is called the Technology Experience Center. Samsung has created 04 experience centers around the world, and fortunately in Vietnam we are one of them - Samsung 68.

The author chose here to research strategies and how to operate a tech experience center (a novel concept). However, in today's omnichannel world, Samsung 68 is a new business model but must promote the brand and market the product (Omnichannel Marketing) to customers on different multichannels. At the same time, it is still necessary to ensure the connectivity of all brand solutions and resources throughout the customer journey. This makes Samsung 68 face many risks in consuming ineffective marketing costs.

So how to bring Samsung 68 closer to customers, besides promoting the brand to achieve the highest efficiency, ensuring the maintenance of multichannel with customers and optimizing marketing costs for Samsung? Those are the reasons why the author decided to choose the topic "Assessing and Selecting of Omnichannel Strategy for Samsung Technology Experience Center - Samsung 68". Research objective Analyze marketing activities and omnichannel usage situation at Samsung 68, find out the inappropriate points and choose the appropriate Omnichannel strategies for the Technology Experience Center - Samsung 68. Propose necessary solutions so that Samsung 68 can maximize the benefits of marketing activities through Omnichannel strategies. Use the Fuzzy TOPSIS method to evaluate and find the right Omnichannel platform, through criteria suggested by experts.

Object and scope of research Research object: Omnichannel marketing activities of Samsung Technology Experience Center – Samsung 68 Research scope: Research at Samsung Technology Experience Center - Samsung 68 and Samsung Vietnam from June 2022 to present 4. Research methodology Methods of analysis and synthesis: Statistical and synthesis of data and data obtained from the center's reports from June 2021 to present to understand the communication situation of the center to the market in the future. Methods of document collection: Searching for information on the internet, newspapers and doing desk research to synthesize and select information from which to have an overview, as directly as possible when analyzing communication strategies for the center. Observation method: Actual observation at distribution channels, operation progress of the operation block and carried out communication activities to make assessment and propose some personal opinions about communication activities of the center.

Quantitative method: Survey/interview experts to calculate criteria by Fuzzy TOPSIS and find the right platform for the center. Fuzzy TOPSIS method: Use the Fuzzy TOPSIS method to find the right Omnichannel platform, based on selection and evaluation criteria through expert input. Give each platform the weight in turn and find the criterion that has the closest number to 1. Research structure The structure of the study is divided into four main parts: Chapter 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER – SAMSUNG 68 Chapter 2: LITERATURE REVIEW Chapter 3: THE STATUS OF OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68 Chapter 4: PROPOSED SOLUTIONS FOR OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68 3 CHAPTER 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68 1.1 Overview of Samsung Vina Electronics Co.1 History of formation and development Samsung Vietnam is known as the company manufacturing electronic products of Samsung group.

With the success of the electronics business, Samsung is a leader in the technology industry and currently ranks in the Top 10 globally recognized global brands. In 2008, Samsung Group was officially granted an investment license and started construction in Vietnam. Since then, the first mobile phone factory Samsung Electronics Vietnam (SEV) was born in Bac Ninh. Following SEV in Bac Ninh, in 2013, Samsung continued its plan to expand the construction of Samsung Electronics Vietnam Thai Nguyen (SEVT) factory in Thai Nguyen.

Samsung Group has continued to expand its scale and invest in expanding many business offices in Vietnam to manufacture mobile phones. In which, Samsung Vina Electronics has its headquarters at Bitexco Tower, Ho Chi Minh City. This is the unit in charge of Samsung's Sales and Marketing activities in Vietnam.1: Samsung's official logo Business situation: In Vietnam, SAMSUNG Vina manufactures and sells Audiovisual products: LCD TVs, Plasma TVs, Slim Fit TVs, CRT TVs, Home Theater sound systems, DVD players, washing machines, refrigerators and air conditioners, computer monitors, CRT, LCD, mobile phones, printers, hard drives, optical drives… SAMSUNG Vina's factory not 4 only produces for the needs of the domestic market, but also exports products. Serving the Africa, Middle East and Philippines markets.

With the strength of being at the forefront of digital technology, and a deep understanding of consumer needs, SAMSUNG's products always integrate the most modern technology and aesthetic design to bring a stylish lifestyle richer for consumers. In the past 11 years, SAMSUNG Vina's domestic sales increased from $9 million in 1996 to $330 million in 2006; Export revenue increased from 2 million USD in 1996 to 69 million USD in 2006. On average, SAMSUNG Vina contributes over 13 million USD to the State budget every year. Currently, SAMSUNG Vina holds the No.

1 market share in LCD TVs, Flat TVs, Computer monitors and ranks No. 2 in the mobile phone market.2 Samsung Marketing Strategy and Service Experience Center in Vietnam Samsung always has a large investment in Sales & Marketing, as evidenced by 04 top- notch technology experience centers in the world, including: ● Samsung 837 (New York - USA) Figure 1.2: Samsung 837 Service Technology Experience Center (USA) Source: https://www.com/samsung-837-store-doesnt-try-selling- anything-2018-1 5 ● Samsung KX (UK) Figure 1.3: Samsung KX Service Technology Experience Center (UK) Source: https://www.com/things-to-do/place/48554040-samsung-kx ● Samsung Zeli (Germany) Figure 1.4: Samsung Zeli Service Technology Experience Center (Germany) Source: https://www.com/stock-photo-samsung-flagship-store-in-zeil-frankfurt- am-main-germany-117561122.html 6 ● Samsung 68 (Vietnam) Figure 1.5: Samsung Service Technology Experience Center 68 (Vietnam) Source: https://www.