NGUYEN TAT THANH UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION NGUYEN TAT THANH GRADUATION THESIS TITLE: PROPOSE SOLUTIONS FOR DIGITAL MARKETING AND E-COMMERCE BUSINESS OPERATIONS OF CHONGIAY COMPANY LIMITED Lecturer: Student: MBA. NGUYEN VAN MINH CAO MINH TRI Student ID: 2000000519 Class: 20DTMDT1A HCMC - 2024 NGUYEN TAT THANH UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION NGUYEN TAT THANH GRADUATION THESIS TITLE: PROPOSE SOLUTIONS FOR DIGITAL MARKETING AND E-COMMERCE BUSINESS OPERATIONS OF CHONGIAY COMPANY LIMITED Lecturer: Student: MBA. NGUYEN VAN MINH CAO MINH TRI Student ID: 2000000519 Class: 20DTMDT1A HCMC - 2024 REMARKS OF THE INSTRUCTOR Full name of instructor: NGUYEN VAN MINH Degree: MBA degree. Score:_______________________________________________________________ HCMC,____________ INSTRUCTOR MBA.
NGUYEN VAN MINH 1 ACKNOWLEDGMENTS To complete this graduation thesis, I would like to express my deepest grat itude to Mr. Nguyen Van Minh for his dedicated guidance throughout the process of writing this thesis. I sincerely thank all the professors in the Business Admin istration department at Nguyen Tat Thanh University for their enthusiastic knowledge-sharing during my years of study. The knowledge acquhed during my academic journey has laid the foundation for this thesis and equipped me to step confidently into the vast world beyond.
I extend my heartfelt appreciation to the Board of Dnectors at Chongiay Company Limited for granting permission and providing favorable conditions for me to conduct my graduation thesis. Lastly, I wish the esteemed professors good health and success in their no ble careers. I also extend my sincere wishes to all the female colleagues at Chongiay Company Limited for their health and abundant success in their work. ,2024 STUDENT CAO MINH TRI TABLE OF CONTENTS REMARKS OF THE INSTRUCTOR.
ii LIST OF ABBREVIATION. iv LIST OF TABLE. iv LIST OF FIGURE.vii Reasons for choosing the topic.via Research Question. via Research Methods.
via Research Focus. via Research scope. ix Report layout.ix Chapter 1: Literature review. What is digital marketing?.
Benefits of Digital Marketing. Digital Marketing Tools. What is e-commerce?. Benefits of E-commerce.
The current state of e-commerce development in Vietnam. How to develop website for businesses?. How to develop Fanpage Facebook for Business?. How to develop operational efficiency on thee-coninierceplatform?.
7 Chapter 2: Current situation of chongiay company limited. Company mission statement, vision, value. Company history of creation and milesstone. Chongiay product lines.
Busmess results of Chongiay Limited Company (from 2020 to June 2023) 23 2. Current status of Digital Marketing activities and business on the e- coinmerce platform of Chongiay Company Limited. Portrait of target customers. Current status of the company's digital marketing activities.
Current status of the company's business activities on e-commerce platfonns42 Chapter 3: Proposing Solutions for Digital Marketing and e-Commerce Operations of Chongiay Company Limited. SWOT and PESTEL analysis. Assessing digital marketing and business activities on the e-commerce platform of Chongiay Company Limited. Proposing Solutions for Digital Marketing and e-Commerce Operations of Chongiay Company Limited.
60 LIST OF ABBREVIATION Chongiay Co., Ltd Chongiay Company Limited SEO Search Engine Optimization SEM Search engine marketing LIST OF TABLE Table 2. Business results of Chongiay Limited Company. Statistics on the number of posts posted on Facebook in 2023. Information about Chongiay's stores is available onShopee.
Revenue per store on Shopee. Chongiay Company's swot matrix. 54 iv LIST OF CHART Chart 2. Compressed air spray bottle production process of Chongiay.
Revenue and profit before and after tax (from 2020 to 2022 and first half of 2023). Proportion of revenue through sources (from 2020 to 2022). 25 LIST OF FIGURE Figure 2. Shoe care products of Chongiay.
Shoe protection products of Chongiay. Shoe cleaning tools of Chongiay. Restoration & Customization products of Chongiay. Sole stain removal service.
Car care product of Chongiay. Men's fashion products of Chongiay. Website home page interface. Main menu of chongiay.
Product lines will appear when clicking on the product categoiy. Banners and linking platforms. interface of products on the website. Add to cart.
Add to favorites button. Quick view pop-up. Partner addresses and footer. List of articles on the Chongiay's website.
Monthly visits over time of Chongiay's website (1/2023-11/2023). Number of links indexed by Google. Chongiay's Fanpage Facebook. Postmg frequency in July 2023.
Posting frequency in August2023. Product introduction post. Number of people reached on Facebook Chongiay (January 2023- August 2023). Number of messages received by Chongiay's Fanpage (January 2023- August 2023).
Shop interface "Chọn Giày - Chăm Sóc Giày" on Shopee. Shop interface "Chọn Xe " on Shopee. Shop interface "Moatteo" on Shopee. Shop interface "Mall Dem" on Shopee.
Shop interface "Gu Chuan" on Lazada. Chongiay's Tiktok account. 49 vi INTRODUCTION Reasons for choosing the topic According to the SEA 2023 report of Google and Bain&Company, Vietnam has emerged as a leading country with the highest digital economic growth in Southeast Asia Vinh (2023), becoming a potential and attractive market for foreign investment. However, it is also a big challenge for businesses that must introduce their products and services to new markets.
As recorded by the Vietnam Leather and Footwear Association in June 2022, Vietnam has a footwear consumption of about 180 million pairs/year, an average of 2 pairs/person/year (Vietnam, 2022). That also increases the trend of shoe cleaning, thereby promoting the development of the shoe care industry. During that development journey, the internet explosion, websites, and fo- rums made finding information easy. Therefore, customer awareness is gradually improving; consumers can buy specialized solutions and tools to professionally clean and preserve shoes, helping them be more proactive in time and saving costs.
Previously, purchasing shoe cleaning products and specialized tools often had to go through physical or professional stores, but e-commerce has brought this opportunity directly to consumers. E-commerce platforms offer many shoe-clean ing products from suppliers, allowing consumers to compare prices and quality easily. They can also search for information and reviews from other buyers to en sure they choose the best product. has been operating in cleaning and shoe care solutions and tools since 2017.
Tlirough a challenging development process, the company decided to expand. Businesses scale to bring their products to more customers. To ensure consistency in conununications, advertising, customer experience, and con trol of their shopping journey, the company has focused on developing marketing strategies across social media platforms, websites, and e-commerce platforms. However, with the rapid development of the market, other companies have also entered this field.
On the other hand, outdated working practices, lack of in novation and creativity, and inadequate planning and tight control have caused Chongiay Company Limited to lag behind its competitors. Therefore, effective vii management and development of Digital Marketing and e-commerce operations are imperative for Chongiay Company Limited. Given this situation, the author chose "Proposing Solutions for Digital Mar keting and e-Commerce Operations of Chongiay Company Limited." Objectives The objectives of this thesis is to include three main goals as follows: Fữst, present the current status of the company's Digital Marketing and E- commerce channels and analyze the situation hl detail. Second, identify fundamental issues in the operational management process of those channels.
Finally, the thesis will offer solutions to develop these channels. Research Question Which theoretical framework is related to the cun-ent problem and solution for Chongiay LLC? What is the current problem in operating the Digital Marketing and E-com- merce channels of Chongiay Co.? What solutions should the company apply to develop those channels? Research Methods The following methods were used: • Secondary data: Based on the tune of recording, the cuirent status of the company's Digital Marketing and E-Commerce activities. • Desk research: Fust, synthesize the data, then analyze it based on the in formation collected to determine the current situation. Data source: Data provided by the company from early June to the end of August 2023 as the primary source for Analysis.
Using this data, the study aims to provide objective assessments and valuable insights and recommendations. Research Focus Digital Marketing and business activities on e-commerce platform at Chongiay Company Limited. viii Research scope - Chongiay Company Limited. - Date: June 1-August 31 Report layout In addition to the introduction and conclusion, the report content is divided into three chapters as follows: Chapter Ỉ: Literature Review Chapter 2: Current situation of Chongiay Company Limited.
Chapter 3: Proposing Solutions for Digital Marketing and e-Commerce Operations of Chongiay Company Limited. ix Chapter 1: Literature review 1. What is digital marketing? The importance of Digital Marketing is increasing rapidly, and it has be come essential in today's marketing industry. Digital Marketing is the strategic use of online platforms and digital teclmology to promote and improve a company's brand, products, and services (Ryan, 2014).
Currently, Digital Marketing has be come a crucial element of the marketing strategy for most companies and brands. The leadmg digital marketing channels include: - Social media platforms like Facebook, Instagram, Linkedln, and Twitter di rectly communicate and engage with specific customer demographics. - Online Advertising: includes several tactics such as Google advertisements, Banner adverts, Affiliate marketing, and Email Marketing. These strategies efficiently focus on and convince diverse of potential customers, resulting in successful sales.
- An enterprise website/blog is a platform created to display products/ser- vices and enable direct client transactions. - Content Marketing: Creating and distributing compelling content (such as articles, photographs, videos, podcasts, etc.) to actively engage and attract potential customers. Digital Marketing offers advantages in terms of accessibility, interaction, precise measurement, and cost, allowing enterprises to increase brand visibility, expand theừ customer base, and enhance operational efficiency. Benefits of Digital Marketing 1.
For business Enhance customer reachability. Customers can easily obtain information items, quickly browse detailed de scriptions of products and services, and mstantly communicate with consultants. If satisfied with the service rendered by the company, they will recommend it to further clients. This is a cost-efficient and effective method of promoting business.
1 Target the appropriate demographic. Identifying the suitable target demographic in the conventional market ne cessitates substantial exertion owing to the considerable quantity of individuals engaged. Many businesses must devote a substantial amount of money to miming advertising campaigns to reach their target audience efficiently. However, by em ploying web marketing strategies, companies may accurately identify specific tar get demographics and effectively reach a large national audience of millions.
Engage and attend to consumers proficiently. Online marketing facilitates rapidly cultivating diverse, loyal customers for service providers. When the needs of each individual are nearly folly met, the in teraction between businesses and customers occurs swiftly and conveniently. Furthermore, by offering individualized attention to every customer, com panies can cultivate significant connections with thek clients, promoting a feeling of remarkable attentiveness and thoughtfulness.
Trend ofglobalization Currently, the internet has expanded extensively on a global scale. The in ternet's emergence has given companies a substantial chance to participate in worldwide marketing via online platforms. Therefore, companies can efficiently enhance the visibility of their brand tlirough various online marketing channels. For consumers Convenient availability of information Online marketing empowers companies to provide diverse products or ser vices that cater to every customer's unique requirements and preferences.
It stream lines the process of addressing consumers' needs and empowers them to access product information across several platforms. Economy Improving customers' sense of economic value involves ensuring they see a higher value than the money they spend on buying products or services. Meets multiple requirements Online marketing empowers companies to provide a diverse array of prod ucts or services that cater to the unique requirements and preferences of every 2 customer. Research allows firms to discern consumer preferences for specific product characteristics, thereby aiding in developing strategic implementation plans.
Digital Marketing Tools 1. Social Media Marketing Social media marketing has exploded in recent years with an astonishing increase in users. Platforms like Facebook, Instagram, Twitter, and the latest sen sation, TikTok, have emerged as the most rapidly growing social media landscapes and lucrative temtories for online marketing. As of April 2023, there were a staggermg 2.989 billion Facebook users worldwide (DatarReportal, 2023).
The immense user base on Facebook and other platforms signifies a vast audience readily accessible through social media mar keting. Marketing content on social media differs slightly from other channels.