NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH owe TẾ Cup AP: N= A) NGUYEN VIET HUNG A STUDY ON THE DIGITAL MARKETING UTILIZATION OF SALES MANAGEMENT PRODUCTS AT NHANH.VN JOINT STOCK COMPANY NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH A STUDY ON THE DIGITAL MARKETING UTILIZATION OF SALES MANAGEMENT PRODUCTS AT NHANH.VN JOINT STOCK COMPANY Full name: Nguyen Viet Hung Student's code: 11192190 Instructor: Pham Thi Quynh Hoa MA Ha Noi, April 2023 PROTESTATION I hereby declare that this is my own research work, supported by my supervisor, Mrs Pham Thi Quynh Hoa. The research contents and results in this topic are honest and have never been published in any previous research work. The data in the tables for analysis, comments and evaluation are collected by the author himself from different sources listed in the references. If I detect any fraud, I would like to take full responsibility before the Council as well as the results of my thesis.
ACKNOWLEDGEMENT One of the most valuable experiences that I have had as a university student is the time working at the Department of Sales, Nhanh.vn Joint Stock Company. First, I would like to express my most sincere gratitude towards both the leaders and the officials for their amazing support. If it had not been for their help, I would have struggled more in finding documents for input data. Thanks to this opportunity of working as a Sales intern, I have also obtained priceless experience, practical lessons and had the chance to put everything I learned at NEU into practice.
Second, I also want to extend my thanks to my supervisor, Ms. Pham Thi Quynh Hoa, who has guided me through this research and encouraged me to finish the thesis. Had it not been for her precious moment and huge support from the very beginning to the very end, my graduation project would not have been completed on time. Last but not least, I would like to express my appreciation to the Faculty of Foreign Language, Business English Department at NEU for supplying me fundamental and sufficient basic knowledge and theory in both linguistics and business fields as preparation for my career orientation in general and the internship program in particular, which have contributed greatly to my completion of the project.
EXECUTIVE SUMMARY In today's digital age, digital marketing has become the latest trend in marketing. It has become imperative for companies to adopt this form of communication to succeed.vn, a company that provides services to its clients, has been proactive in developing an online marketing system to make information about its services more accessible to its clients. Although the company has only been in business for five years, it has made significant strides in developing its digital marketing strategy. This essay aims to provide recommendations for improving the effectiveness of Nhanh.vn's digital marketing efforts, drawing on my internship experience and personal knowledge.
As businesses continue to shift their focus towards digital platforms, it is crucial for Nhanh.vn to remain competitive and innovative in its digital marketing strategy.vn should consider implementing a more targeted approach in its digital marketing efforts. This involves identifying and targeting specific customer segments, tailoring marketing messages and promotional activities to suit their needs and preferences. This can be achieved through the use of customer data and analytics tools that enable the company to gather insights into customer behavior and preferences.vn should explore the use of social media platforms as a means of engaging with customers and promoting its services. Social media platforms, such as Facebook, Instagram and Twitter, offer a unique opportunity for companies to connect with their customers and build brand awareness.vn can leverage these platforms to share updates on its services, post engaging content and interact with customers in real-time.
This will help to build a strong online presence and increase customer engagement.vn should focus on improving the user experience on its website. The company's website is a critical touchpoint for customers, and it is essential that it is user-friendly, easy to navigate and visually appealing. The website should be optimized for mobile devices, given the increasing number of customers accessing the internet through mobile devices.vn should also consider implementing a live chat feature on its website to enable customers to receive real-time support and assistance. In conclusion, Nhanh.vn's digital marketing strategy is a work in progress, and there is always room for improvement.
By implementing a targeted approach to digital marketing, leveraging social media platforms, and improving the user experience on its website, the company can enhance its digital marketing efforts and increase its competitive advantage. Further research and analysis may be required to ensure that the company's digital marketing strategy remains relevant and effective in an ever-changing digital landscape. LIST OF ABBREVIATIONS AIDA Attention, Interest, Desire, Action B2C Business-to-Consumer BE Business English CEO Chief Executive Officer CIT Corporate Income Tax COD Cash On Delivery HCMC Ho Chi Minh City HR Human Resources IP Internet Protocol IT Information Technology JSC Joint Stock Company NEU National Economics University OA Official Account PII Preparation, Implementation, Impact POS Point of sales PR Public Relations SEM Search Engine Marketing SEO Search Engine Optimization SERPs Search Engine Results Pages SMS Short Message Service ZNS Zalo Notification Service TABLE OF CONTENTS PROTESTATION 011. HH HH TT HH Hà HH HH LIST OF ABBREYVIA TIONS.
HH HH ng HH gư I0. Research questions hố .---««-«- Error! Bookmark not defined. CHAPTER 1: INTRODUCTION OF THE COMPANY.1 History and development of NHANH.VN Joint Stock Company.1 Introduction of NHANH.VN Joint Stock Company.2 History of NHANH. Main business S€CÉOTS.
G1 ng ng ng ng nh 8 1. Organizational and management structure of Nhanh.vn Joint Stock 00. Organizational chart of Nhanh.vn Joint Stock Company. Duties and roles of each department in the organizational structure.
Business results of Nhanh.vn Joint Stock Company in the period of 2OV9-2021 NinGa.vn’s digital marketing acfivifies. Overview of the company's digital marketing acfivities. Strengths and weaknesses of the company's digital marketing activities. 15 CHAPTER 2: THEORETICAL FRAMEWORK.
Definitions of digital markefing. Characteristics of digital markefing. Types of digital markefing. The role of digital marketing for businesses.-- - ---- «+: 20 CHAPTER 3: FINDINGS AND DISCUSSION.
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c cv 41 CHAPTER 4: RECOMMENDATIONS 000. Recommendations for Nhanh.vn Joint Stock Company. Recommendations for Nhanh.vn’s Marketing Department. HH HH HH TT Tu TH HH Hư HH LIST OF FIGURES Figure 1: Vietnam e-commerce revenue from 2016 - 2020.-- --- --«---« 1 Figure 2: Interface of sales management software of Nhanh.
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10 Figure 6: Organizational structure of the COMPANY .- 55555 << << <++< s2 10 Figure 7: The PII model, Cutlip, Center and Broom's evaluation model (1985). 24 Figure 8: AIDA model (Mind Tools Editorial Teams, 2014).--- 25 Figure 9: Proposed research model .ccceesceesseeesceeeneeeeneceseeceeeceseeesaeeeseeeeaeeees 27 Figure 10: Online channels used by customers when searching for information 30 Figure 11: Media search activities 0. ees eeseesececesecenecsseeseessecsaeensessesseesaeesaes 31 Figure 12: Sources of information that customers know about Nhanh. 32 Figure 13: Preferred Digital Marketing Approach.- -- -««s««+xssssessrrs 46 LIST OF TABLES Table 1: Financial indicators of Nhanh.vn Joint Stock Company in the period of 2019 - 2021 (Unit: thousand VND) .ccccccssccccccsesssseeccceesssseecceeesssseeeceeeesaeees 12 Table 2: Survey sample characteristics .- ó5 3v vn ngư 29 Table 3: Descriptive statistics of observed variables of the factor “Attraction”.
33 Table 4: Descriptive statistics of observed variables of the factor “Interest”. 35 Table 5: Descriptive statistics of observed variables of the factor “Searching”. 37 Table 6: Descriptive statistics of observed variables of the factor “Action”. 39 Table 7: Descriptive statistics of observed variables of the factor “Sharing”.
41 Nguyen Viet Hung— 11192190- Business English 61C INTRODUCTION 1. Background Marketing is a dynamic, ever-evolving, and restless corporate activity. Due to a number of crises, including terrorism and war, energy and material shortages, inflation, economic downturns, high unemployment, dying industries and companies, and effects of quick technological advancements in some industries, the role of marketing has undergone a significant transformation. A formalized method of gathering precise and timely information about customers, products, the marketplace, and the overall environment is now necessary due to such changes, including the internet, which have forced today's marketing executive to become more market driven in their strategic decision making.
The practice of using the Internet to market and sell products or services is known as internet marketing. Internet marketing makes use of the potential of digital trade to market and sell goods. Any market on the internet is referred to as electronic commerce. Electronic commerce enables online purchasing, selling, and trading of goods and services.
Electronic commerce is a subcategory of internet marketing. Internet marketing has started to get a lot of traction as a result of the explosion in internet usage. It is stated that text-only websites that provided product information were the first to offer Internet marketing services in the start of 1990. The internet has made it possible for companies to sell products and services in addition to traditional advertising.
Google, Yahoo, Amazon, Alibaba, and Youtube are all examples of companies that use the internet to market their products. This paper offers observations about current and future trends in internet marketing. = Doanh thu B2C + Tỷ lệ tăng trưởng 2016 2017 2018 2019 2020 Doanh thu TMĐT B2C Việt Nam năm 2016 - 2020 (tỷ USD) ? Figure 1: Vietnam e-commerce revenue from 2016 - 2020. (Source: E-commerce white paper) Nguyen Viet Hung— 11192190- Business English 61C According to the figure, in 2020, there were about 49.3 million consumers participating in online shopping in Vietnam, becoming the country with the highest percentage of online shopping participants in the region.
The percentage of Internet users participating in online shopping also increased from 77% in 2019 to 88% in 2020. The increase in the number of online shopping participants, the increase in shopping value from 229 to 240 USD, has brought the proportion of B2C e- commerce revenue (business to customer) compared to the total retail sales of goods and national services consumption increased to 5. In the modern market economy, advances in digital technologies and online platforms have a big impact on how consumers behave. For businesses, this means that they need to adopt new methods of marketing operations in order to reach and engage customers.
For example, social media can be an effective way to build relationships with consumers and generate more revenue. Rationale Currently, the market integration economy is gradually developing strongly. As Vietnam has integrated more deeply into the global economy, the market and business environment have become more and more competitive. Along with that, the development of technology 4.0 has been applied in all areas of life, so it has led to the development of online communication and online sales channels that have been born and developed strongly compared to the previous years.
With other traditional sales channels, the issue of Marketing on social networking sites and sales channels effectively to achieve high quality is the top concern of all businesses, companies or organizations. Because of that, communication or marketing is considered as a weapon for the company or business as well as business people to develop and survive. But not every company or business has enough capital to open a full and effective communication department. In order to meet such needs, Nhanh.vn joint stock company in the ecosystem of Momo e-wallet has grasped the needs of customers and built a qualified and experienced team to provide digital marketing and communication services on many online sales and communication platforms.