(TIỂU LUẬN) thảo luận nhóm TMU INTERNSHIP REPORT completing digital marketing activities of tomita mart supermarket chain of tomita vietnam farm joint stock company

MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF COMMERCE UNIVERSITY OF ROUEN NORMANDY INTERNSHIP REPORT Completing Digital Marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company Last name: THANH First name: TRAN THI PHUONG Academic year: 2018 - 2021 Manager tutor's name: TRAN Thi Phuong Thanh University tutor's name: Ph.D NGUYEN Thi Thanh Nhan HANOI - 2021 TABLE OF CONTENT ACKNOWLEDGEMENTS OPENING SECTION: TOPIC OVERVIEW CHAPTER I: GENERAL INTRODUCTION AND ANALYSIS BUSINESS SITUATION OF TOMITA VIETNAM FARM JONIT STOCK COMPANY 1.1 General introduction about the company 1.2 Management organizational structure 1.3 Business sectors and sectors 1.4 Business results in the last years 1.5 Student positions and activities at the intern unit CHAPTER 2: ANALYSIS OF FACTOR AFFECTING DIGITAL MARKETING ACTIVITIES OF TOMITA VIETNAM FARM JOINT STOCK COMPANY 2.1 Macro-environment 2.2 Micro-environment 2.3 Internal factors of the company 10 CHAPTER 3: SWOT ANALYSIS AND TARGET CUSTOMER OF TOMITA VIETNAM FARM JONIT STOCK COMPANY 12 3.1 SWOT analysis of Tomita Farm JSC 12 3.2 Target customer identification 13 CHAPTER 4: ANALYZING AND EVALUATING THE SITUATION OF DIGITAL MARKETING ACTIVITIES OF TOMITA MART SUPERMARKET CHAIN OF TOMITA VIETNAM FARM JOINT STOCK COMPANY 14 4.1 Objectives and budget to implement Digital Marketing activities of Tomita Mart supermarket chain of Tomita Farm JSC 14 4.2 The operation status of Digital Marketing tools of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company 14 4.3 Evaluation and operation of digital marketing of Tomita Mart supermarket chain of Tomita Farm JSC 20 CHAPTER 5: PROPOSAL OF SOLUTIONS TO COMPLETE DIGITAL MARKETING ACTIVITIES OF TOMITA MART SUPERMARKET CHAIN OF TOMITA VIETNAM FARM JOINT STOCK COMPANY 22 5.1 Forecasting the prospects of digital marketing activities of the company's Tomita Mart supermarket chain in the near future 22 5.2 Orientation to develop digital marketing activities of the company's Tomita Mart supermarket chain in the next years (2021-2023) 22 5.3 Solutions to develop digital marketing activities of Tomita Mart supermarket chain of Tomita Farm JSC 23 CHAPTER 6: STUDENT COTRIBUTION AND EXPERIENCES LEARNED FOR THEMSELVES DURING THE INTERN UNIT 27 6.1 Student contribution results 27 6.2 Lessons learned for yourself 27 6.3 Difficulties and advantages 27 CONCLUSION 29 REFERENCE ADDENDUM ACKNOWLEDGEMENTS Dear teachers of Thuong Mai University and Rouen University in general Dear Board of Directors of Tomita Vietnam Farm Joint Stock Company in particular With sincere affection, I express my gratitude to Mr Dominique Mouton and Nathalie Lalonde and the teachers of Rouen University for their participation in managing, teaching, and helping me throughout my studies I would also like to express my sincere appreciation and gratitude to Dr Nguyen Thi Thanh Nhan, who directly guided, instructed, gave advice and motivation to help her complete this essay with the best results I can't forget to thank Ms Bui Viet Thu - my head teacher for helping and supporting me throughout my studies I would also like to thank the staff as well as the board of directors of Tomita Vietnam Farm Joint Stock Company for caring, helping, and facilitating me to carry out the practice at the company so that I can grasp the practical knowledge and complete the graduation theory Although we have made a lot of efforts to complete the essay with all our enthusiasm and ability, it is also inevitable that the shortcomings and shortcomings due to the limited capacity and time of research are limited I look forward to receiving donations from teachers and schools! I sincerely thank you! 1 OPENING SECTION: TOPIC OVERVIEW The urgency of the topic In the current era of the market economy, it is certainly impossible not to mention the influence and power of the Internet and digital media The arrival of the Internet and digital media not only changed everyone's communication and information sharing habits but quickly became a tool to reach customers, extremely effective and economical for businesses Vietnam joins the WTO and international economic integration, the Vietnamese market is considered a huge potential market, especially the retail market with half of the population under 30 has great purchasing power The main trend of digital marketing in the retail industry is increasing awareness and customer participation The fact is that today's consumers before making any decisions to be able to research and track the information on the Internet media This has created opportunities for business organizations to focus their efforts on their digital marketing campaigns Many supermarket chain businesses have focused more on creating engaging content, enhancing search engine optimization, and increasing their presence on social media such as chains such as Vinmart, Lotte mart, Big C, However, not all businesses have effective digital marketing programs One of the urgent issues that need to be addressed is the promotion of solutions to implement the digital marketing program to build an image and position the brand on the Internet community Recognize the urgent and importance of digital marketing, Tomita Farm JSC has been carrying out digital marketing activities for its products and services to attract potential customers However, despite the age of more than years of operation, the company's marketing activities have not been effective, leading to not effective business activities Facing this situation, as an intern who has been practicing for months at the enterprise, I decided to study the topic "Completing digital marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company" Research objectives - Analysis and assessment of the situation at Tomita Vietnam Farm Joint Stock Company - Factors affecting the digital marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company - Proposing solutions to promote digital marketing of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company Research methods • Methods of collecting and processing secondary data: - The research methods used include: Comparison, analysis, and synthesis - Collect secondary data on: corporate organizational structure, business sectors, product categories, business results, and documents related to internal marketing strategies (Facebook, Website, Shopee, ) of the company through years 2018 - 2020 - Marketing department: marketing plan, budget for digital marketing activities of the company - External data sources: collecting information related to topics from books, newspapers, information on Vietnam's economic electronic newspapers, economic magazines • Methods of collecting and processing primary data: - Objective: collect customer reviews about the company's digital marketing activities From there, we offer solutions to complete the digital marketing activities of the Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company - Collection and processing of primary information: customer inquiry vouchers - Sample size: 50 (customers come to Tomita Mart supermarket chain) - Methods of conducting: + Proceed to issue questionnaires directly to customers to buy goods at Tomita Mart supermarket chain (first floor CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi) within week + Synthesize the results of 50 customer survey templates using Excel software Thesis structure: The content of the essay is divided into main parts: - Opening section - Chapter 1: General introduction and analysis the business situation of Tomita Vietnam Farm Joint Stock Company - Chapter 2: Analysis of factors affecting digital marketing activities of Tomita Vietnam Farm Joint Stock Company - Chapter 3: SWOT analysis and target customer of Tomita Vietnam Farm Joint Stock Company - Chapter 4: Analyzing and evaluating the situation of digital marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company - Chapter 5: Proposal of solutions to complete digital marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company - Chapter 6: Student contribution and experiences learned for themselves during the intern unit - Conclusion CHAPTER I: GENERAL INTRODUCTION AND ANALYSIS BUSINESS SITUATION OF TOMITA VIETNAM FARM JONIT STOCK COMPANY 1.1 General introduction about the company Tomita Farm JSC is an abbreviation of Tomita Vietnam Farm Joint Stock Company with Japanese investment, established in July 2016 based in Hanoi Tomita Farm operates in two main areas: organic food supply, natural favorable food, high quality imported food protecting public health especially children, through Tomita Mart Premium Food Supermarket system Business Introduction Figure 1.1: Logo of Tomita Vietnam Farm Joint Stock Company Company name: Tomita Vietnam Farm Joint Stock Company Abbreviated name: Tomita Farm JSC Head Office: N8A5 Nguyen Thi Thap - Thanh Xuan District - Hanoi City – VietNam Tax code: 0107499688 Hotline: 0981 645 533 - 0989 353 233 Website: https://tomitamart.vn/ E-mail: info.tomitamart@tomitafarm.vn Mission: TOMITA FARM produces and supplies healthy food to consumers Vision: TOMITA FARM aims to meet the 5* standard for its products and services Vision 2020 - Become a leading prestigious brand in the production and supply of organic food, high-end food for families with young children and schools in Hanoi and neighboring provinces 1.2 Management organizational structure Tomita Farm JSC has a functional organizational structure Departments and departments are divided according to their functions and tasks The advantage of organizing the company according to the function is that the departments will work under their expertise and fields, so they have professionalism and meticulousness But the departments and functions will work slightly individually from each other, without connection, supporting each other between different departments The company consists of more than 150 employees including office and store employees Figure 1.2: Company organization chart (Source: Human Resources Administration Department) 1.3 Business sectors and sectors • Tomita Farm JSC does business in retail (supermarket chain) • Location: With stores throughout Hanoi A2-SO.05 Vinhomes Gardenia, Ham Nghi, Cau Dien, Hanoi L3-RS2 Ciputra, Xuan Dinh, Hanoi st floor, CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi N8A5 Nguyen Thi Thap, Nhan Chinh, Thanh Xuan, Hanoi Building 901 Starlake apartment building, Tay Ho Tay Urban area, Xuan Tao, Bac Tu Liem, Hanoi Lobby S1.05, 01SH12 Vinhomes Smart City Tay Mo, Dai Mo, Nam Tu Liem, Hanoi S2-1001S16 and S2-1001S19 Vinhomes Ocean Park, Da Ton, Gia Lam (opening in June, 2021) • Products: specializing in providing imports and clean, organic products - Fresh food (meat; seafood; vegetables, tubers, fruits) - Frozen food (frozen meat; frozen seafood; packaged items) - Fruits (imported; regional) - Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, ); - Products for the mother (pregnant milk, functional foods) - Confectionery; beverages; food; household items - Cosmetics CHAPTER 5: PROPOSAL OF SOLUTIONS TO COMPLETE DIGITAL MARKETING ACTIVITIES OF TOMITA MART SUPERMARKET CHAIN OF TOMITA VIETNAM FARM JOINT STOCK COMPANY 5.1.Forecasting the prospects of digital marketing activities of the company's Tomita Mart supermarket chain in the near future 5.1.1 Industry environment forecasts - The retail industry continues to grow and is becoming one of the key economic sectors of Vietnam's economy In addition, the advanced achievements of the Industrial Revolution 4.0 in the retail sector create many development opportunities for Vietnam with breakthrough changes and diverse, effective and fast service standards based on digital technology As a country with a young population structure, the proportion of people using smart devices is increasing, so the retail industry in Vietnam will grow quite well with multi-channel implementation forms, especially with the growth of digital will further promote the excitement of the retail market in the next few years - During the COVID-19 outbreak, awareness of improving people's health is increasing, clean and safe food has been proven to be the first choice for many families In the face of poor quality food, counterfeit goods rampant in the market, consumers are gradually more demanding in their choices Therefore, safe food chains and businesses are growing and innovated to serve the needs of consumers 5.1.2 Forecasting the development of the company - Tomita Farm JSC with a team of enthusiastic and creative staff will always bring the best products and services to meet the changes of the market and customer requirements - However, marketing activities in general and digital marketing in particular of the company still need a lot of time to complete and allocate personnel The company's marketing staff is inexperienced as well as specific instructions In addition, the management of the company is oriented to open other business services (restaurants) so the time and resources of human resources for marketing activities for the company are affected and overwhelmed Therefore, digital marketing activities in the coming time of the company will take a lot of time to be able to operate effectively 5.2 Orientation to develop digital marketing activities of the company's Tomita Mart supermarket chain in the next years (2021-2023) Through the evaluation and analysis of the strengths and limitations of Tomita Farm JSC, it can be seen that the company is on the way to strong development influenced by the current trend of e-commerce development Strategies for brand communication, customer attraction 22 and retention are things that need to be invested and take time to implement Therefore, the company has the following orientations in 2021-2023: - Improve credibility by providing quality goods, suitable prices to make a difference and competitive advantage - Promoting brand communication on social media platforms with communities of clean, organic food as well as the business community in the target market is Hanoi - Continue to invest and upgrade infrastructure at Tomita Mart supermarkets to increase competitiveness, attract more potential customers to the company's stores - Strengthening the training, research and learning activities of sales and marketingrelated departments And constantly updating new technology trends - Increased investment in market research activities, paid market reports Improve the brand awareness system on social networking sites by perfecting the brand recognition system (logo, slogan) - Develop and develop digital marketing plans tailored to your audience and size Promoting digital marketing activities that have been successful in the present Specifically, it continues to promote marketing activities on social networking platforms as well as Shopee ecommerce 5.3 Solutions to develop digital marketing activities of Tomita Mart supermarket chain of Tomita Farm JSC 5.3.1 Proposals for identifying target customers As mentioned in section 1.8, currently the company does not have clear studies on the target customer base but only builds on the views and personal opinions of the administrator Therefore, to be able to determine the right audience, the company should invest in researching and finding its target audience in a way based on both the secondary data such as using the Internet, customer data within the company to learn carefully about its customers In addition, there should be surveys to collect opinions, re-investigate the behavior of the target customer group that the company chooses from which to form customer reports 5.3.2 Proposing to improve digital marketing tools 5.3.2.1 Improve digital marketing on social networks 5.3.2.1.1 Fanpage Facebook Tomita Farm JSC has built its fanpage quite successfully However, the company needs to improve this tool to be more efficient Instead of just enticing groups of people who have liked fanpage and their friends, the company can participate in the group