Nguyen Duy Hoang Son- 11194560- Business English 61C-- NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NGUYEN DUY HOANG SON EVALUATION OF JOYMARK VIETNAM TRAVEL AND TRADING COMPANY LIMITED’S SOCIAL MEDIA MARKETING STRATEGY AND RECOMMENDATIONS Supervisor: Hanoi, November, 2022 Nguyen Duy Hoang Son- 11194560- Business English 61C-- ACKNOWLEDGEMENT To begin with, I would like to express my sincere appreciation to Joymark Vietnam Travel and Trading Co., in particular Ms. Nguyen Thi Thanh Tu (the Director), Ms. Hoang Minh Phuong (the Sales and Marketing Leader), and Mr. Nguyen Khoa Diem (the Sales and Marketing Leader), for giving me valuable suggestions and information on how to conduct this report.
Second, I want to thank M. Pham Phuong Lan for giving me the opportunity to research and write this report so I could better understand the business and identify the issues Joymark Travel has been facing. Without their help, I would not have been able to finish this report. Thank you very much.
Nguyen Duy Hoang Son- 11194560- Business English 61C-- EXECUTIVE SUMMARY Social media's emergence from Web 2.0 has fundamentally altered marketing in many ways. Social media has been overlooked by Joymark Travel despite its enormous potential and opportunities as a potent and affordable means for businesses to expand their operations in terms of gaining more recognition, enhancing the relationship between businesses and their customers, offering the audience superior values, etc. The author has gathered knowledge by examining the data obtained from the interview sessions. The causes behind Joymark Travel's ineffective and inefficient social media marketing strategy stand out the most among the conclusions the author reached through the thesis.
Firstly, the development and use of social media marketing strategy received little attention and effort because social media was simply seen as a complimentary element in the marketing activities. Secondly, the customers of Joymark Travel would perceive unprofessionalism and a negative reputation as a result of the inconsistent writing style and substance. Finally, low-level marketing staff members’ lack of participation is the final factor contributing to Joymark Travel’s social media marketing strategy's poor results. The author provided recommendations for two subjects, including both the experienced and low-level marketers at Joymark Travel, based on the data.
It is advised that training sessions be arranged to teach all employees in the marketing department knowledge relevant to marketing, from the most fundamental level to more complex themes, for Joymark Travel’s high-level marketing professionals. Additionally, it is advised that Joymark Travel’s experienced marketing personnel build a professional social media marketing strategy for the business to use in the long term. The author advises low-level marketers at Joymark Travel to take the initiative to acquire and improve their marketing knowledge and abilities through online learning tools. Moreover, armed with this information, Joymark Travel's low-level marketing personnel ought to be more proactive and self-assured when offering suggestions and helping to construct the company's social media marketing strategy.
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1H Nguyen Duy Hoang Son- 11194560- Business English 61C-- LIST OF FIGURES Figure 1: The percentage of internet customers who make at least one online purchase [2/7a2/28.//,/050000nnn088 em: n c--at. Figure 1: Vietnam s most popular social media ChaHH1€ÌS. ác ke ksksieksrrssesee Figure 1. Joymark Travel’s organizational SÍTUHCÍUFE.
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00090020 iv TABLE OF CONNTIEINTTS. HH HH HH 0000070 1 INTRODUCTION. Research Method ology. Structure of the research .08090 7 CHAPTER 1: INTRODUCTION OF JOYMARK VIETNAM TRAVEL AND TRADING COMPANY LLIMITTET.
Overview of Joymark “TT V€Ì. Joymark Travel’s brief [HÍFO(ÏHCẨÍOIH.-- 5= <5 < 9xx Vv ze 8 1. Joymark Travel’s Mission, Vision, and SfAf€IH€HIfS. Joymark Travel’s Services And PFO(ÏHCÉS.
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Joymark Travel’s Social Media Marketing Strategy Performance. Reasons for the Underperformance of Joymark Travel’s Social Media Marketing Strategy. Insignificant Rolle nan. TH HH g0 36 Nguyen Duy Hoang Son- 11194560- Business English 61C-- 3.
Lack Of [HVOÏV€IHHECHHÍ. SH TH TH TH ge 37 3. Actionable Solutions to Resolve Joymark Travel’s Social Media Marketing Strategy PTOlÏ©ITS. Professional Social Media Marketing Sfdf€BV.
«<< -«<<ss< ssssesse 36 CHAPTER 4: RECOMMENDA TIONS. on mm nem me 41 4. Joymark Travel’s Current Social Media Marketing Strategy Situation. Joymark Travel’s Social Media Marketing Strategy Performance.
Reasons for The Underperformance of Joymark Travel’s Social Media Marketing Strategy. Recommendations to Improve Joymark Travel’s Social Media Marketing Strategy. Recommendations for Joymark Travel’s marketing team leaders. Recommendations for Joymark Travel’s low-level marketing employees 47 CONCLUSIONN.
Summary of Findings. Limitations of the S{Uy. Recommendations for Further SfUÏ€S. HH TH TH.- << 00000000000 00000004040040000840640000000400004008880 1 Nguyen Duy Hoang Son- 11194560- Business English 61C-- INTRODUCTION L Background The ability of a company to satisfy the requirements of its customers, which form the social and economic basis for all organizations, determines the success of that company.
Inspecting the culture, evaluating market opportunities, enhancing product policies, and adjusting distribution and pricing strategies are some of the matters that could affect an enterprise's future performance. Marketing is in charge of these kinds of matters. However, marketing strategies alter in sync with shifts in how we communicate. Users will quickly see that traditional marketing strategies are out-of-date and ineffective if they try to apply them to modern society.
The cause is straightforward: consumers' purchasing habits have shifted as in the figure below. They may go online to purchase products more often and may compare products online even when they are inside the store. Most product categories have seen a rise in online purchases of 6 to 10%. % of active online shoppers conducting at least one online purchase every 2 months.
Cosmetics & Personal care Digital entertainment Agro Food and Beverages Fashion and accessories Pharmaceutical’ Health Media & books (both digital and physical) ICT/electronic goods Home furniture & household products Education and online courses Tools, gardening & do4t-yourself F TourismTravel, e. hotel bookings, flight tickets, etc 0% 25% 50% 75% @ Since the outbreak of COVID-19 =2019 Figure 2: The percentage of internet customers who make at least one online purchase every two months (UNCTAD and NetComm Suisse eCommerce Association) Therefore, the requirement for businesses to engage consumers with content that takes context into account and pleasure them with memorable and customized experiences is what makes proximity marketing successful. Nowadays, through platforms such as social media websites, marketing activities are boosted as the number of sophisticated interactions between brands and their clients has significantly increased during the past ten years. It is critical to recognize that social media marketing encompasses more than the traditional platforms that many marketing experts are Nguyen Duy Hoang Son- 11194560- Business English 61C-- acquainted with - Facebook, LinkedIn, Instagram, Snapchat, and Twitter.
There are numerous other activities and platforms that marketers can and should investigate to reach their target audiences, engage them with relevant messages, and build long-term relationships. Because of its low costs (Ajina, 2019) and numerous functionalities, Facebook has quickly risen to become one of the top social media platforms in Vietnam, with over 71 million users (Statista Research Department, 2021). MOST-USED SOCIAL MEDIA PLATFORMS *- PERCENTAGE OF INTERNET USERS AGED 16 TO 64 THAT HAS USED EACH PLATFORM IN THE PAST MONTH VIETNAM YOUTUBE 92.0% 917% TIKTOK TWITTER SKYPE PINTEREST WHATSAPP WECHAT TWITCH SNAPCHAT ./% sour SOURCE: Soon are., | Hootsuite we 6 te Figure 3: Vietnam’s most popular social media channels (Source: Hootsuite & Wearesocial) This is because it offers its users a welcoming, approachable platform to virtually communicate with others. As a result, companies are using social media as a vital element of their marketing campaigns.
Rationale Through platforms such as social networking sites, the number of intricate connections between brands and their clients has significantly increased during the last ten years. Due to its low costs (Ajina, 2019) and numerous functionalities, Facebook has quickly risen to become one of the top social media platforms in Vietnam. This is because it offers its users a welcoming, approachable platform to practically engage with Nguyen Duy Hoang Son- 11194560- Business English 61C-- others. As a result, brands are using social media as a crucial component of their marketing campaigns.
To start with, social media's role in fostering consumer relationships and trust is crucial to take into account (Rapp et al. Companies might accomplish this by creating consistent, pertinent material and creating communities where people can voice desires and requirements that are comparable to their own and where they have common interests (Facebook, 2021). Given that 71% of consumers are more inclined to purchase after seeing a recommendation on social media, firms would benefit greatly from having “a community where customers can voice their thoughts and discuss specific subjects” (Ewing, n. Secondly, social media marketing strategy (SMMS) is essential to businesses’ efforts to communicate their brands.
Nisar and Whitehead (2016) claim that, if done properly, "proper planning utilization of social media marketing strategy (SMMS) can assist in strengthening and enhance brand awareness among customers" since social networking sites, particularly Facebook, can quickly produce eWOM (electronic word of mouth) due to the rapid rate at which information can spread. Businesses are being more aggressive in delivering their content to particular consumers, especially with the help of Facebook Ads. Additionally, social media may assist organizations to increase customer involvement and brand loyalty by creating social content in addition to attracting prospects through the launch of advertisements. Finally, tourism is one of the industries that is prospering greatly from the social media revolution as a result of this trend.
Tourism has grown rapidly in recent decades, becoming one of the world's fastest-growing economic sectors, as evidenced by a 59% increase in international tourist arrivals from 2009 to 2019. However, due to COVID-19, this significant expansion will be delayed in 2020. Since the virus's initial spread, the travel and tourism sectors have been among those that have been hardest hit. Physical quarantines, hotel closures, and travel restrictions have all been put in place.