IMPROVING THE INTERNET MARKETING MODEL OF GTA AUTO PARTS COMPANY

Bachelor’s Degree in Managing and Running Organization Major: Project Management Student: HOANG Duc Long Promotion: 2020 - 2021 Company: GTA VIET NAM SERVICE AND TRADING COMPANY LIMITED Address: Number 37 C1B Tan Mai, Tan Mai precinct, Hoang Mai district, Ha Noi city, Viet Nam WORKING PERIOD FROM MARCH 1ST 2022 TO MAY 27TH 2022 “IMPROVING THE INTERNET MARKETING MODEL OF GTA AUTO PARTS COMPANY” Tutors in university Nguyen Khac Nghia Tutors in enterprise M Tran Trung Hieu (Manager) Company’s representative Tutor for VUC/IUT-USTV Tuteur LP RH-CP Tuteur Entreprise M Lai Van Tuyen (CEO) Mme/M TABLE OF CONTENT OF PROJECT REPORT Introduction 1.1 The process of formation and development of the company .2 1.1.1 Introduction: 1.1.2 Basic information 1.2 The organizational structure of the company 1.2.1 Legal type: Single-member limited liability company 1.2.2 Mission of each position in Hierarchical organizational chart of GTA company 1.3 The company's line of business 1.4 The company's performance over years 2018, 2019, 2020 .6 1.5 Analyze the company's strengths, weaknesses, opportunities, threats The project 2.1 Origin of the project and problem to be solved 2.1.1 Origin of the project 2.1.2 Problem to be solved .10 2.1.3 WBS and Gantt chart 10 2.2 Phase 1: Improve search results on Google 12 2.2.1 Goals 12 2.2.2 Task and timeline 13 2.3 Phase 2: Marketing on Facebook .25 2.3.1 Goals: .25 2.3.2 Task and timeline 25 2.4 Phase 3: New interface for website 37 2.4.1 Goals 37 2.4.2 Task and timeline 38 Conclusion 48 3.1 Difficulties encountered and solutions: 48 3.2 Contribution to the company: 48 3.3 Knowledge and experience learned 48 INTRODUCTION 1.1 The process of formation and development of the company 1.1.1 Introduction: GTA VIETNAM TRADING AND SERVICES CO LTD was established in Vietnam with registration number 0108111516 It was registered on 03-01-2018 and its current status is Active The registered office address of the company is No 37 C1B Tan Mai, Tan Mai Ward, Hoang Mai District, Hanoi City, Vietnam Logo of mother company GTA company’s branch – GTA Automotive Parts at no 05, Alley 331 Tran Khat Chan, Hai Ba Trung District, Hanoi Established in January 2018 at the address No 37 C1B Tan Mai, Tan Mai Ward, Hoang Mai District, Hanoi City, Vietnam, GTA Company from a company with small capital started to participate in the market distributes auto parts in Vietnam In 2019, the company had a second facility at No 05 Alley 331 Tran Khat Chan, Hai Ba Trung District, Hanoi on a larger scale than the first one In 2020, despite the global covid pandemic, the company still had a positive profit growth compared to the previous year (6.23% compared to 2019 – according to the company's financial statements Up to now, after years of being present in the market, the company has been growing stronger and stronger with profits growing year by year and gradually gaining a position in the auto parts market in Vietnam During this short 3-year period, the company has also signed cooperation contracts with a number of other shops and small businesses to become a reliable and quality supplier in the auto parts segment As a new and small size company, the company's information on online forums and websites is still very limited, leading to the service and reputation of the company not being known too widely, as well as some difficulties for the project team during the investigation and survey 1.1.2 Basic information - Name: GTA VIET NAM SERVICE AND TRADING COMPANY LIMITED - Founder : Lai Van Tuyen - Address: Number 37 C1B Tan Mai, Tan Mai precinct, Hoang Mai district, Ha Noi city, Viet Nam - Branch: GTA Automotive Parts (No 05, Alley 331 Tran Khat Chan, Hai Ba Trung District, Hanoi) - Phone number: 0985260038 - Website: http: http://phutungotogta.com/ - Founded date: January 3rd, 2018 - Authorized capital : 3-5 billion, difficult to determine because the company does not manage authorized capital so the number goes up and down month by month - Main business: Trading car accessories 1.2 The organizational structure of the company 1.2.1 Legal type: Single-member limited liability company Hierarchical organizational chart of GTA company (provided by GTA company) CEO Vice president Administrative department HRM department Business department Accountant department Technical department Import and exportdepartment 1.2.2 Mission of each position in Hierarchical organizational chart of GTA company - Administrative department: Undertake all the work related to administrative processes and procedures; manage and supervise the work of employees in the company; and provide legal advice to the Board of Directors when needed - HRM department: Boost employee performance Search, Engage and Recruit Training and improving professional skills for employees Building a legacy HR class for businesses Propose and implement compensation and benefit policies Set up the human resource system for the organization Reporting, forecasting and suggesting improvements for HR issues - Business department: This is the department responsible for advising the Board of Directors on issues related to the sale of the company's products and services to the market; consulting on product research and development; market expansion; Building relationships with customers - Accountant department: An accountant is a position in charge of recording, collecting, storing, providing and processing financial information Accountants are responsible for preparing financial statements to serve the activities of the company and external agencies: banks, tax authorities - Technical department: Technical department is a department that plays the role of building and maintaining structures, machines, equipment, systems and operating programs of machines and equipment in enterprises This department directly manages the technical, technological and machinery related matters of the enterprise to ensure smooth and efficient operations related to technology At the same time, quickly repair and overcome errors related to technology and machinery, carry out maintenance according to regulations, ensure that the system of machinery and technological equipment works smoothly and does not happen disruptions affecting production and business activities - Import and export department: Is the department responsible for coordination and monitoring of supply chain activities Ensure the company's assets are used efficiently and use logistics technology to optimize the freight process… 1.3 The company's line of business Business code: 4530 (Main) Sale of spare parts and accessories for automobiles and other motor vehicles (Except for property auctions) 1.4 The company's performance over years 2018, 2019, 2020 As a new and small size company, the company's information on online forums and websites is still very limited, also due to the strict privacy policy, the results of performance are not allowed to publish The group project can only collect the data for 2020 Table 1.2.4: Revenue in 2020 (Source: Accountant department) In general, 2020 with more than the first months of the year is the time when Vietnam enters the first phase of fighting the Covid epidemic in the most severe way At that time, Prime Minister Nguyen Xuan Phuc's view of "accepting economic losses to protect people's health and lives" was appropriate and correct in the current context Therefore, economic sectors are almost frozen to serve the anti-epidemic, and GTA company is no exception It can be seen that the first months of 2020 of businesses fall to the lowest level of the whole year, almost just over million VND for each product And the following months have a certain increase and decrease, but not as low as the first months Products of Honda and KIA have the highest sales of the company's products in general To assess that 2020 is not a very unsuccessful year for GTA company because even though it is a small business and also has a few months falling at a time when the whole country's economy is frozen because of the epidemic, the company has also tried to stay strong stable to bring in approximately more than 35 billion VND in revenue 1.5 Analyze the company's strengths, weaknesses, opportunities, threats Strengths Weakness - Small business, easier to manage and - Weak marketing/advertisement - Few goods offer for customers, so the capture information within the enterprise - Cooperate with a few small service is not attractive enough to make showrooms, garages,… proves that the people feel interested in it and come to business has a stable position on the use trial - The business has small spaces should market - Good price reaches customer limit the number of people coming to satisfaction work or limit the reception of customers - Quality assurance facilities - Public information is very limited so - The departments work professionally, it is difficult to exploit information as an comply with rules, regulations, and laws outside person Opportunities Threats - Good commercial, social network so if - External events: Complicated covid the business invest in marketing, 19 epidemic - Compete with big rivals advertisement, customer survey/research, - The cost of importing goods will … it would be a benefit to let people increase due to the epidemic know about the business - With the current marketing formula, it - People’s needs are increasing every is difficult to expand the number of day customers - People's incomes increase - The demand to buy cars is higher - The number of cars is larger - The demand for car care is increasing day by day - The need for repair, maintenance and upgrade is also higher Based on the SWOT model, I have a comment: With a new business and having a small model, the four aspects of strengths, weaknesses, opportunities and threats are easier to detect by the team And I will also have more qualifications and opportunities to participate in building and contributing to the company's development in the future, instead of more difficult when participating in giant enterprises in the market This is a good foundation so that when given the opportunity to enter a more competitive environment, each person will also have the experience to know what to The project 2.1 Origin of the project and problem to be solved 2.1.1 Origin of the project 2.1.1.1 Reason for choosing the project This is a newly established company, so there will be more issue research to learn and improve or create new methods easier After reaching an agreement with the company, I was assigned to an internship in the marketing department under the guidance of the manager I have studied the company's marketing for the past few years and have found that its marketing is still a bit behind that of its competitors I made a proposal and consulted with the leadership about my project "Improving the internet marketing model of GTA auto parts company" and was approved by the company's management I know this company through the process of participating in a group project before The criteria for me to choose this company are: Easy access; easy agreement; commitment to benefit both parties; Learn new skills in the work environment 2.1.1.2 Mission of project - Increase the posting of company's products on classifieds websites to increase the company's search results on google - Strengthen marketing activities on social networks (facebook) Create a page and post your company's products and offers on Facebook to find new customers (Currently, the company mainly conducts marketing and business activities through zalo social network) - The company's website interface is outdated and difficult to manipulate for customers To overcome it, it is necessary to change the new interface to make the website more trendy and easier to manipulate for customers 2.1.2 Problem to be solved 2.1.2.1 Improve search results on Google: GTA brand is not having many search results and images on Google search engine because it overlaps with a famous game brand Therefore, it is necessary to increase the company's image and brand popularity on the largest online search platform - Google to reach more customers and increase the company's brand value 2.1.2.2 Marketing on Facebook: Currently, the company mainly conducts marketing and business activities using Zalo - a Vietnamese social network Facebook is the largest social network today, so it has a huge number of potential new customers So the company wants to promote the brand and expand its business and on Facebook 2.1.2.3 New interface for website: The company's website is not focused on development and management, making the website not updated regularly The interface of the website is outdated and the operations on the website are not easy for customers Website is a very important tool in business development, so it is necessary to renew and upgrade the interface of the website 2.1.3 WBS and Gantt chart 2.1.3.1 WBS Conclusion 3.1 Difficulties encountered and solutions: - The difficulties that must be mentioned first are about professional knowledge Marketing in e-commerce for me, the amount of understanding is still incomplete Leading to the analysis of the factors is still not thorough, careful and detailed Through this project, I learned a lot of missing marketing experience, and realized many lessons to develop my professional knowledge - The second difficulty is that I choose to design photos with the free Canva software, so I have limited features such as resizing, removing the background, etc., so it is difficult to design according to the old idea The solution to this difficulty is: In addition to designing images with Canva software, I choose to combine the design with some other tools such as Picart, remove fonts with online applications: remove.bg/upload, paint 3D, 3.2 Contribution to the company: - I have improved the company's image and brand awareness on transactional websites and competed directly with rival companies on that platform - Set up e-commerce channels from a -> z to interact between businesses and customers through online form - Build articles to increase user interaction and follow-up on Fanpage - Build trust, expand relationships, potential customers for the store - During the internship period, I have successfully completed the tasks and responsibilities assigned by the company Specifically, I analyzed and outlined the strengths and weaknesses of the old website On that basis, I propose solutions to overcome the weaknesses of the old website In addition, I redesigned all the error images and wrote the content for the articles published on the website 3.3 Knowledge and experience learned During my internship, I gained a lot of essential experience for myself I've observed cultural differences between employees and supervisors, coworkers and coworkers, superiors and subordinates Furthermore, I have learnt how to properly organize the work order: which duties should be prioritized first, which tasks should be completed later, and which tasks should be completed concurrently Not only that, but I also learnt how to deliver effectively and convincingly Not only that, but I've learnt how to remain cool in the face of my boss's unanticipated risks Finally, throughout my three months of internship, I gained expertise in organizing my time such that it was not squandered on useless activities This makes my life more purposeful and helpful The end ... with the leadership about my project "Improving the internet marketing model of GTA auto parts company" and was approved by the company' s management I know this company through the process of participating... well as gain more knowledge about the auto industry, auto parts the bottom of the website is a general introduction to GTA Auto Parts company, the policies of the company whose contact information... Increases the search results of the phrase "GTA Auto Parts" on the Google search engine - Help promote the brand and image of the store to the right target customers - Put many images of GTA on