ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- THÁI TRUNG HIẾU E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY CỔ PHẦN ĐẦU TƯ THẾ GIỚI DI ĐỘNG LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- THÁI TRUNG HIẾU E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY CỔ PHẦN ĐẦU TƯ THẾ GIỚI DI ĐỘNG Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. TRỊNH NGỌC HUY HÀ NỘI - 2019 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com DECLARATION The author confirms that the research outcome in the thesis is the result of author‘s independent work during study and research period and it is not yet published in other‘s research and article. The other‘s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and management, and the laws for above-mentioned declaration.
Date: 15 Jun 2019 Thai Trung Hieu i LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDMENT First of all, with deep gratitude, I would like to send my thanks to my teacher, Dr. Trinh Ngoc Huy - who guided and helped me with many valuable comments and suggestions to make the thesis better. I would also like to thank the teachers of the Hanoi School of Business and management - Vietnam National University, especially those who directly taught and helped me in the process of learning and doing the thesis. Finally, I would like to express my sincere thanks to my family and friends for always supporting me during my research.
Author Thai Trung Hieu ii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS DECLARATION. v LIST OF TABLES. vi LIST OF FIGURES. Urgency of the topic.
Data collecting methods. Sample design - Choose a template. Determine sample size. Data analysis techniques.
8 CHAPTER I: THE BASICS OF E-MARKETING STRATEGY. Definition of strategy. E-marketing and e-marketing strategy. Differences between e-marketing and traditional marketing.
Basic e-marketing tools. 23 CHAPTER II: ASSESSMENT OF THE E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION. Brief overview of Mobile World Investment Corporation business. 25 iii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.
The formation processes. Field of operation. Management structure of the Company. Recent business activities of the Company.
Current status of e-marketing at Mobile World Investment Corporation. Analysis of e-marketing strategy at MWG. Assessing the company's e-marketing strategy. Analysis of awareness of customers.
39 CHAPTER III: MAIN SOLUTIONS TO IMPROVE MOBILE WORLD INVESTMENT CORPORATION E-MARKETING STRATEGY. The business direction and requirements to improve the effectiveness of e-marketing activity of Mobile World Investment Corporation. Current market context. The inevitability of improving the effectiveness of e-marketing activities of MWG 54 3.
Main solutions to improve the effectiveness of e-marketing for Mobile World Investment Corporation. Measuring the effectiveness of the strategy. Improving e-marketing tools. Using the opportunities.
62 APPENDIX 01: DATA TABLES. 66 APPENDIX 02: DRAWINGS, CHARTS, FIGURES. 69 APPENDIX 03: CUSTOMER SURVEY. 84 APPENDIX 04: SURVEY DATA.
87 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ABBREVIATION NO. ABBREVIATION MEANING 1 AR Augmented Reality 2 B2B Business To Business 3 B2C Business To Consumer 4 CRM Customer Relationship Management 5 ERP Enterprise Resources Planning 6 IT Information Technology 7 KOL Key Opinion Leader 8 KPI Key Performance Indicator 9 MDS Multidimension Scaling 10 MWG Mobile World Investment Corporation 11 ORM Online Reputation Management 12 PPC Pay-Per-Click Advertising 13 PR Public Relations 14 QR Quick Response 15 ROI Return On Investment 16 SCM Supply Chain Management 17 SEM Search Engine Marketing 18 SEO Search Engine Optimization 19 SERPs Search Engine Results Pages 20 SIM Subscriber Identity Module 21 SME Small and Medium Enterprise 22 SMM Social Media Marketing 23 SMS Short Message Services 24 TOMA Top-of-Mind Awareness 25 TVC Television Commercials v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES Table 1: List of 20 countries with the highest number of Internet users by 30 June 2017. 66 Table 2: Distribution table of customer survey list. 67 Table 3: Most valuable social media platforms.
67 Table 4: Business results of MWG. 67 Table 5: Revenue for the first 11 months of 2017. 68 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FIGURES Figure 1: Average daily use of the Internet in Vietnam. 69 Figure 2: Factors affecting the decision to choose a mobile retailer.
69 Figure 3: Keys aspects of the 7Ps of the classic marketing mix. 70 Figure 4: Differences Between Digital, Internet and Social media. 71 Figure 5: The e-marketing strategy in the context of other plans. 71 Figure 6: Google AdWords ad example.
72 Figure 7: Management structure of the company. 72 Figure 8: Important milestones of the company. 73 Figure 9: Revenue and profit after tax of MWG over the years. 73 Figure 10: The Gioi Di Dong and Dien May Xanh logos.
74 Figure 11: 3 campaigns that stirred up social networks from 18 December 2016 to 18 January 2017. 74 Figure 12: Total interactions after two months of Dien May Xanh TVC. 75 Figure 13: Details of a product on thegioididong. 75 Figure 14: Top 10 prestigious retailers in 2017 - durable goods, electrical appliances, refrigeration, jewelry.
76 Figure 15: The top 5 durable goods retailers listed by consumers in the online survey in September 2017. 76 Figure 16: Top 10 e-commerce websites in Vietnam. 77 Figure 17: Number of MWG‘s stores in 2017. 77 Figure 18: Rate of enterprises having websites over the years.
78 Figure 19: The rate of updating information on the website. 78 Figure 20: Percentage of websites with mobile versions over the years. 78 Figure 21: Percentage of enterprises with mobile sales app over the years. 79 Figure 22: Average time spent by customers when accessing mobile e-commerce website or sales app.
79 Figure 23: Percentage of enterprises having a business support website on mobile platform. 79 Figure 24: Forms of website / mobile app advertising. 80 Figure 25: Advertising costs by city group. 81 Figure 26: Evaluating the effectiveness of website / mobile app advertising.
81 vii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Figure 27: Percentage of enterprises rated high effectiveness of online advertising tools over the years. 81 Figure 28: Percentage of firms receiving orders through online tools. 82 Figure 29: Percentage of firms placing orders through online tools. 82 Figure 30: Evaluate the effect of sales through online tools.
82 Figure 31: Geofencing Marketing. 83 Figure 32: Shopping with augmented reality. 83 viii LUAN VAN CHAT LUONG download : add luanvanchat@agmail. Urgency of the topic Over the 20 years of establishment and development of the country in 1997-2018, the Internet has had a tremendous impact on Vietnamese people‘s lives.
From an agricultural backward country, Vietnam has emerged as one of the dynamic ―Internet nations‖ in the world. As of 30 June 2017, the world has 3,835 billion Internet users. The world population at the time of the survey was 8,5 billion people, this means that 47% of the world‘s population is connected to the Internet. Vietnam has a large population, ranked 14th in the world with approximately 93,6 million people, of which the urbanization rate is 31%.
Of the top 20 countries with the largest number of internet users with 2,768 billion people, accounting for 72% of the world, Vietnam ranks 12th in the list with 64 million users. An average Vietnamese people spend 6 hours and 53 minutes a day browsing the web on their PCs and tablets, 2 hours and 33 minutes using their mobile phones and 2 hours and 39 minutes on social networks. (Figure 1_Appendix 02) Vietnam is a dynamic Internet country with a steady increase in the number of users over the years and in the top countries interacting with the Internet. Social network, especially Facebook, plays an important role in Vietnamese society as it occupies a large percentage of users, and furthermore takes too much time on an individual daily basis.
In line with international trends, mobile users in Vietnam also make up a large proportion of the capacity because of the portability and more responsive to the needs of the majority of users of different classes. E-commerce continues to thrive, but is not commensurate with the number of users and the strength of Vietnam‘s Internet economy. The expectations and shortcomings that need to be resolved on e-commerce in Vietnam are still in the future. This demonstrates the continued development of the communication infrastructure, the rapid integration of Vietnamese youth into the world, and precise development policies and orientations from the state.
The rapid development of the Internet has opened the door for Vietnamese businesses to exploit a new type of effective marketing activity at low cost, which is marketing through the Internet. Therefore, the research and application of e- marketing (Internet marketing) tools into the business of Vietnamese enterprises is very necessary. Marketing in the Internet environment is actually the performance of advertising and selling products through the Internet. This is a form of marketing quite popular in the world but quite new in Vietnam and most businesses haven‘t use it with full potential.
1 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Internet is the global computer network, so the implementation of marketing via the Internet is far more effective than the traditional media such as newspapers or television, etc. which helps reducing the cost of advertising as well as to overcome the limitations of traditional media or advertising tools. Mobile World Investment Corporation (MWG) is headquartered at 222 Yersin Street, Phu Cuong Ward, Thu Dau Mot Town, Binh Duong Province, Vietnam. By the time of 2017, the company operates three retail chains: The Gioi Di Dong, Dien May Xanh and Bach Hoa Xanh chain.
Over the years, the company has been developing quickly and stably despite difficult economic situations. The Gioi Di Dong is the number one mobile phone retailer in Vietnam with 950 supermarkets in 63 provinces and cities, accounting for over 40% of the country‘s market share. Online sales and home delivery nationwide were launched in early 2007, the website www.com is one of the leading e- commerce websites in Vietnam with the traffic of more than 39,6 million people per month, providing detailed pricing information and technical features of more than 700 phone models and 200 branded laptops in Vietnam. In addition, Dien May Xanh became the first and only electric appliance retailer in Vietnam covering 63 / 63 provinces and has risen to the No.
1 in the market of TV, refrigerator, washing machine, etc. with more than 20% of the market share in December 2017. However, MWG is hard to repeat the feat of previous years for Bach Hoa Xanh. One reason is that this is a very competitive segment and the rivals are big players in and out of the country, instead of small scale domestic firms like few years ago.