GENERAL INTRODUCTION AND ANALYSIS BUSINESS
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
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
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.
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
(Source: Human Resources Administration Department)
Business sectors and sectors
• Tomita Farm JSC does business in retail (supermarket chain)
• Location: With 7 stores throughout Hanoi
1 A2-SO.05 Vinhomes Gardenia, Ham Nghi, Cau Dien, Hanoi
2 L3-RS2 Ciputra, Xuan Dinh, Hanoi
3 1 st floor, CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi
4 N8A5 Nguyen Thi Thap, Nhan Chinh, Thanh Xuan, Hanoi
5 Building 901 Starlake apartment building, Tay Ho Tay Urban area, Xuan Tao, Bac
6 Lobby S1.05, 01SH12 Vinhomes Smart City Tay Mo, Dai Mo, Nam Tu Liem,
7 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)
- Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, );
- Products for the mother (pregnant milk, functional foods)
- Confectionery; beverages; food; household items
Business results in the last 3 years
Table 1.1: Business results in 2018-2020 of Tomita Mart supermarket chain
Comment: During the last 3 years of operation, the growth rate of Tomita Farm JSC has changed markedly Revenue: In 2019, it increased VND 6,565 million (increased by 31.31%) compared to 2018, 2020 increased VND 10,266 million (increased 37.29 %) compared to 2019 The strong total profit growth is due to the company's success in expanding its business, enhancing marketing activities However, it can be seen that the profit the company earns is small compared to the total revenue due to the large costs In the coming time, to improve business efficiency, in parallel with marketing activities, expanding business, the company also needs to have solutions to cut down costs.
Student positions and activities at the intern unit
-Working position: During the 3-month training for Tomita Farm JSC, in addition to surveying customers, I was arranged to be a marketing intern
1.5.2.Activities during 3 months of internship
Student activities at the intern unit: Mr Pham Quang Long (Marketing Manager) assigned me to manage Facebook Fanpage, Shopee, Website: Reply to customer messages, Livestream product introduction, post products on Website and Shopee page
• Mission: Plan to write content articles about the company's products to increase interaction with customers
-Write content posted on two Facebook pages of the company (product introduction; opening programs, discounts; product introduction posts, sharing experiences of picking milk, vegetables, fish meat, )
- 8 posts/ day to 2 Facebook Fanpages (alternating between product introductions and sharing experiences and customer feedback)
-Be required to develop marketing strategies to promote products, promotion and branding for the company and its products (in May and June Tomita Mart opened 2 new branches, that’s why I had to develop the opening advertising strategies on facebook page)
-Market survey (survey of marketing campaigns of supermarkets near Tomita Mart's shops)
- Monitor the effectiveness and cost of advertising campaigns on digital media channels (Google Adwords, Facebook)
- Respond to customer feedback as well as advise products Receive the customer's phone, handle some basic situations.
ANALYSIS OF FACTOR AFFECTING DIGITAL MARKETING
-Vietnam is a small-scale market with fast growth and great potential for foreign investors Vietnam is also consistently ranked high in the retail business development index (GRDI)
-From 2002 to 2020, GDP per capita reached over $2,700 in 2019, with more than 45 million people escaping poverty In 2020-2021, Vietnam's economy was heavily affected by the COVID-19 pandemic, but also showed considerable resistance Viet Nam is one of the few countries in the world with positive economic growth, but the pandemic has left long-term effects on households The economy is forecast to grow by 6.6% in 2021 if Vietnam has good control over the spread of the virus
(Source: https://www.worldbank.org/vi/country/vietnam/overview)
The economy, while the products sold in the market are poor in quality compared to supermarkets, this is an opportunity to expand the development of modern retail business such as supermarkets and shopping centers Noticing the opportunity, Tomita Farm JSC has quickly expanded its stores in different areas to meet the needs of the market However, the company also faces many competitors at home and abroad so the company has more marketing requirements strategies, control activities are taken more seriously
Vietnam's population has reached 96.5 million in 2019 (from about 60 million in 1986) and is expected to grow to 120 million by 2050 According to the 2019 Census, 55.5% of the population is under the age of 35, with an average life expectancy of nearly 76 years The middle class is forming it now accounts for 13% of the population and is expected to reach – 26% by 2026 (Source:https://www.worldbank.org/country/vietnam/overview)
The golden population structure creates many favorable conditions and advantages for the company to implement marketing activities in the context of the 4.0 technology revolution
In addition, the next generation of consumers (22-35 years old) is their group of potential customers and spending capacity is gradually growing, rapidly reaching out to e-commerce and social media channels such as Facebook, Instagram, However, over the years, Tomita Farm JSC has not promoted the brand image of digital marketing activities that have not done well in promoting the brand to customers, making marketing activities still not homage, and not so effective
Vietnam has a stable politics, which creates a favorable environment for retailers, especially attracting a lot of major retailers around the world to invest in The legal system of our country also enacts many business laws such as trade law, import and export tax law, especially our country has an open policy for foreign retail investors into Vietnam market The opening of the distribution market was carried out as soon as our country joined the WTO in January 2007
In Vietnam, the number of Internet users accounts for three-quarters of the population Therefore, this is a good opportunity for digital marketing to develop, as well as e-commerce sites Especially from 2017, it is possible to see the great development of e-commerce sites such as Tiki, Shopee, Lazada, Therefore, the retail industry will have a lot of new markets With Tomita Farm JSC as a retail business, this is definitely a good opportunity But going back to the business itself, the risk and limitations are the insufficient human resources to run on technology including personnel and facilities
Since 2007, there has been a continuous outbreak of avian influenza, epidemics in cattle, green ear epidemics in pigs, although it has been controlled, it still negatively affects the supply of agricultural products in the country Moreover, natural disasters, floods (many prolonged floods in many provinces and central regions, seasonal rains and high tides in the Mekong Delta), other crop diseases have also caused many difficulties and damage to production In addition, most retailers (including supermarkets, markets, retail outlets) use plastic bags for packages instead of using paper or recycled bags like other advanced countries, adding to the pollution
The Ministry of Industry and Trade said that after 13 years of joining the World Trade Organization (WTO), Vietnam now has about 1,085 supermarkets, 240 shopping centers and nearly 2,000 convenience stores With the formation of a high-end supermarket specializing in imports and clean food for the Tomita Mart family, there are two major competitors in Hanoi: Sakuko (imported supermarket chain) and Clever Food (clean food supermarket chain)
-Sakuko: Sakuko owns the Sakuko Japanese Store with more than 30 supermarkets located in many provinces and cities across the country Sakuko has abundant financial potential, abundant personnel, stability with very successful marketing strategies In recent years, the company has also stepped up its digital marketing activities, nearly 198 thousand likes on fanpage (5 times more than Tomita Mart today)
-Clever Food: Positioned as the best clean food chain in Hanoi With a business model similar to Tomita Mart Trading organic products: such as organic vegetables, beef pork raised according to VietGap process, seafood is mainly caught and regional fruits Established in 2016 with 8 stores in Hanoi, there are now 75 thousand likes on fanpage (nearly 2 times more than Tomita Mart today)
Tomita Mart acts as a distributor and intermediary between the manufacturer and the customer, so Tomita Mart always negotiates with the supplier to bring customers the most suitable price and the product is always quality tested
Currently, Tomita Mart has 2 main customer groups:
-Individual customers: The potential customers that Tomita Farm JSC aims for are high- income customers; households with young children, interested in imported products, organic food are healthy They are always proactive in learning, updating information, they pay attention to family health and themselves
-Other organization goods: businesses (Tet gifts) buy in large quantities
Suppliers assert their power by threatening to raise prices or bargain over product quality With the goal of good prices for every home, Tomita Farm JSC is committed to stabilizing prices even in the crisis, can increase prices but not higher than the price in the market, so it still gives customers a comfortable mentality when buying at Tomita Mart
Other alternatives of the modern retail chain are:
-A network of traditional markets and local small shops
-Online sales channels, e-commerce floors (Shopee, Tiki, Lazada) are more convenient, suitable for young people
-Intermediary providing transportation services: Viettel Post, Economical delivery Logistics activities are very developed in the Northern market, so the capacity to meet this market is very high
- Marketing media intermediary: Online newspapers such as VnExpress, Cafe.vn, Dan Tri contribute to the transmission of information about the Tomita Mart brand closer to customers
2.3 Internal factors of the company
Currently, Tomita Farm JSC has more than 150 employees for both office and chain store The number of university and post-university degrees accounts for 70% of the 105 employees with college and intermediate qualifications accounting for 30% of the 45 employees To meet with the convenient purchase process, the sales department is always combined with the to ensure negotiations with suppliers, followed by quality of goods and the process of transporting warehouse storage
With charter capital of VND 50 billion from Japan, this is a fairly good capital, fully meeting the company's current retail business
To meet the favorable business process, the company also invests in changing facilities substances such as computers, connections, working spaces, in addition, the means of transport of the warehouse are also repaired or changed by the company The company also invests in equipment to preserve food, fruit,
SWOT ANALYSIS AND TARGET CUSTOMER OF TOMITA
VIETNAM FARM JONIT STOCK COMPANY 3.1 SWOT analysis of Tomita Farm JSC
Table 3.1: SWOT analysis of Tomita Farm JSC
- The company can turn around capital quickly
- With more than 5 years of operation, the company has created a reputation with customers, becoming one of the top choices for parents or customers interested in organic food
- The company has a team of professional, dynamic and creative personnel In addition, the company's departments operate quite effectively, build effective business and marketing strategies and have close links to achieve common goals
- Products are carefully selected and controlled from the origin, appropriate certifications
- Because the company only operates in the retail business, it is concentrated in only one sector, increasing risks due to the business sector
- There are no reasonable employee remuneration policies
- The company has just started to implement digital marketing activities so it has not had much experience, so it has not brought high efficiency
- The financial resources of the company are limited, so it is not possible to conduct marketing and advertising programs
- The price is higher than some supermarkets (Vinmart, BigC, Lotte Mart, )
- June 30, 2019, THE EVFTA agreement removes tariffs on goods imported from the
EU In addition, the State has policies to support the development of retail systems in
Vietnam, creating conditions for businesses to develop
- The intellectual level is growing, people's incomes are increasing
Invest in nutritional products for children, functional foods for pregnant mothers, organic products are healthy This
- The retail market is a market with great development potential In Hanoi alone, supermarkets and retail stores trading imported products and organic food sprung up close
- More and more foreign-invested enterprises are entering the Vietnamese market That will leave businesses facing great challenges
- The issue of information security and the greater participation of competitors in the industry, due to the entry into the online business has no barriers creates opportunities for business development for Tomita Farm JSC
According to Appendix 3 - customer survey: The target audience of Tomita Mart supermarket chain is high-income customers, from the age of 25 - 35, mainly female (accounting for 84%) They care about family health; healthy organic products; concerned that root vegetables have chemical residues, so they turn to choosing organic foods - foods of the highest standards that do not currently use chemicals
-Primary data analysis: survey based on 50 customers responding to the survey:
Table 3.2: Customer reviews why to shop at Tomita Mart
Comment: Based on the survey, showing that the number of customers choosing to come to the company because the quality of the company's products dominates is 40% This is a great success of the company when it has done its job to join hands with society and parents to prevent dirty food, food of unknown origin, food that does not guarantee quality harmful to public health, especially young children.
ANALYZING AND EVALUATING THE SITUATION OF DIGITAL
TOMITA VIETNAM FARM JOINT STOCK COMPANY 4.1 Objectives and budget to implement Digital Marketing activities of Tomita Mart supermarket chain of Tomita Farm JSC
According to Mr Pham Quang Long, Head of Marketing, "Digital Marketing is implemented by the company to promote products and services on digital platforms to reach more targeted customers and retain customers The company uses this tool with the desire to increase awareness, branding and increase sales"
Also according to Mr Pham Quang Long: "Currently, the company's budget dedicated to digital marketing is 5% of revenue/year (VND 1.8 billion / year, average 15 million 1 month) This number is not large but enough to pay for the digital marketing activities of the company today In 2020 – 2021, due to COVID-19, the company has reduced its digital marketing budget to 12 million / month"
According to the sales department, "The sales target of Tomita Mart in 2020 is 50 billion VND for 7 stores and online However, the profit is only 70% of the target 4.2 The operation status of Digital Marketing tools of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company
To promote the brand and increase the number of customers, Tomita Farm JSC has been carrying out digital marketing activities from its establishment to today
Table 4.1: Percentage of customers who know Tomita Mart marketing channels
Comment: Customers are reaching mainly for the company's products through Facebook
Fanpage, accounting for up to 80% Currently, Tomita Mart will continue to promote its Fanpage development, besides the company will make more efforts to develop for other channels, finding new directions more effective than currently
4.2.1.The status of digital marketing tools through social networks
Out of 97.8 million of Vietnam's population, the number of Internet users in Vietnam in January 2021 was 68.72 million
Figure 4.1: Social media statistics to 1/2020
(Source: https://www.smartinsights.com/social-media-marketing/social-media strategy/)
Noticing this opportunity, Tomita Farm JSC has also carried out marketing activities on social networking platforms and typically Facebook
• Fanpage: The Facebook page used by the company is: https://www.facebook.com/tomitamart https://www.facebook.com/TomitaMartKhucThuaDu
Figure 4.2: Tomita Mart Fanpage image
Currently, two fanpage has reached 40,957 likes and 42,754 followers The company posts information about products, promotions, sales promotion programs, customer care and customer feedback about the company's products But when looking at the metrics compared to the company's five year operation, it is easy to see that these figures are few, still a bad result for a retail company that relies heavily on marketing activities The response rate is 5 minutes, the company has an online sales team of 6 employees to be able to respond to customers in the fastest way, bringing the best experience to customers
In 2020-2021, due to the COVID-19 epidemic, people are limited from leaving their homes, so Tomita Mart has absolute customer support policies and services to ensure public health: delivery, free ship < 7km, discounts to support customers
Figure 4.3: Statistics of reach at 2 Fanpage from 1 - 5/ 2021
(Source: https://business.facebook.com/creatorstudio/insights_performance)
Comment: Looking at the statistical diagram shows that the number of people reaching decreased by 7.99% compared to 2020, the number of followers decreased by 3.16% compared to 2020 Therefore, Tomita Mart needs to have different policies to reach even more customers
- Primary data analysis: Results of reviews, customer feedback on Tomita Mart products on the Facebook platform, show positive feedback from customers for the company's products
Table 4.2: Customer reviews for company booths on Facebook
Level of evaluation 1 star 2 stars 3 stars 4 stars 5 stars
Review: Based on the above results, it can be shown that the percentage of customers satisfied with the product is up to 82%
4.2.2.The status of digital marketing tools through e-mail
At Tomita Mart, we send out 2 types of content: product introduction and discount promotion newsletter Meanwhile, the company lacks content that can help email marketing activities become more effective: customer birthdays, company birthdays, information shared about nutritionists,
Besides, although it already owns a large database, the company has not conducted a grouping of customers (based on criteria such as age, geography, interests, consumer habits)
So when launching a new marketing plan, Tomita Mart sends emails in bulk, not classified for each customer Also for this reason, the emails sent are difficult to reach the target customer's inbox
4.2.3.The status of digital marketing tools through Youtube
Tomita Farm JSC used the main Youtube channel "TOMITA MART - TOMITA JUNIOR CHEF" established in July 2017 The program is organized by Tomita Mart and made exclusively for children who have a hobby of cooking and especially children who always want to experience the dishes that Tomita Mart brings
Figure 4.4: Tomita Mart's Youtube channel
(Source: https://www.youtube.com/channel/UCsj07l_sQcKxyShSK0sLqYg)
The marketing activities on Youtube of the company are not focused, human resources are lacking when all activities also stop at posting content without interest in the process of spreading content to reach more targeted customers Specifically, the number of subscribers of the channel to 1000 subscribers This is a big omission of Tomita Farm JSC
4.2.4.The situation of digital marketing activities through Shopee
Tomita Mart positioned itself as a high-end brand, high quality but extremely good price; this hits Vietnamese customer psychology and above all, Shopee has a lot of incentives for both sellers and buyers For such reasons, Shopee is the ideal trading site, in line with Tomita Mart's orientation and goals
Figure 4.5: Image of the booth at Shopee by Tomita Mart
(Source: https://shopee.vn/tomitamart)
Tomita Farm JSC used on this e-commerce site is called: Tomita Mart With a relatively good customer review rate, however, the response rate is low (56 %) causes many customers to respond not positively The number of subscribers is still low due to lack of manpower, no investment in advertising, lack of interest in the process of spreading and spreading content to reach more target customers
Table 4.3: Customer reviews for the company's booth on Shopee
Level of evaluation 1 star 2 stars 3 stars 4 stars 5 stars
Comment: Based on the above results, it can be shown that the percentage of customers satisfied with the product is 50%
4.2.5.The status of digital marketing activities through search engines (SEM)
When searching for a product, consumers often make a habit of going to Google to search for information about the selling price, purchase address, So Google Adwords is a paid tool for sellers to prioritize displaying their websites to the top positions
Figure 4.6: tomitamart.vn via Google Analytics
(Source: https://analytics.google.com/analytics/web/provision/#/provision)
Comment: Google Analytics reviews show:
- The bounce rate is decent (41.4% compared to average: 46.2%)
-The number of people visiting the main website reached 42.6 thousand people including 13,431 natural searches (accounting for 31.1%) in which the number of visitors after the first 5 months of 2021 compared to the end of 2020 has a marked growth
4.2.6 The status of Digital Marketing activities through the Website
STUDENT COTRIBUTION AND EXPERIENCES LEARNED FOR
THEMSELVES DURING THE INTERN UNIT
- Increase 5,538 (from 39.134 to 44.413 - increase 8,9%) new followers on 2 Facebook pages
- Conduct market surveys at the point of sale to help the company have new policies to build appropriate marketing activities
-Help the company rebuild the website (add the number of goods available at the point of sale) to help increase the number of purchases on the website
• Learn product knowledge: what products should babies use, how to choose baby milk, what this product adds to pregnant women,
-Enhancing and perfecting soft skills: Soft skills help me gain more confidence when I graduate and help me in my future job Through communication, presentation or group work activities during the office internship, I have cultivated, and perfected my soft skills
-Time management skills: Due to the high workload, I work full-time (8 hours/day), so the arrangement and time management is very necessary Work in a session includes: learn about the product before introducing the product to customers, work with product developers, report daily work, search for new markets, new customers for company, customer care, …
-Communication skills: communicate with colleagues and advise customers on the company's products and services
• Knowledge of writing skills: Content marketing is the process of creating and sharing valuable, quality content that captures the attention and interest of customers in a particular niche Content marketing includes: writing, images, videos, Specifically, during the internship, I have access to two types of content: written content and images content
• Learn to actively do everything: Standing in a real environment, you always need to take the initiative to do everything and actively greet and get acquainted; proactively learn about work, proactively find a guide, proactively raise questions and problems at work
-Time pressure: I had to receive many deadlines and difficult jobs that I had never tried before The amount of work that needs to be solved is much higher than when I was in school
So at first I had to work very hard not to affect the progress of the group But thanks to the helpful advice from the manager, I turned these pressures into a good condition for her to form an effective time management habit
-Professionally: I myself am afraid of not being able to do the job, lack of experience, have time pressure and fear of being criticized from people around
-Worry about a professional working environment that is far different from the university environment (work pressure, working hours, pressure on deadlines, difficulty communicating with colleagues and superiors)
I am fortunate to have the opportunity to experience the real environment, apply the knowledge learned in many different situations Direct and self-declaration of plans that are only learned through classroom knowledge Have the opportunity to be exposed, and dream of many relationships
Being in direct contact with work: is a process that helps me discover many things: my own strengths and weaknesses, lacking professional knowledge, passion for work,
Through the internship process, it helps me have a more accurate view of the future direction
It can be said that this internship is really a great opportunity for me Initially, it was difficult because of the difference between the university environment and the actual working environment I am stressed and quite depressed But thanks to the guidance of the company, university teachers and encouragement from my friends turned those difficulties into lessons study well and is a condition for me to practice With only 3 short months but I have learned gained many things and accumulated a lot of experience to be more confident with the job in the future
During my three month training, I learned a lot of working skills, being exposed to a professional working environment makes me improve my weaknesses However, I also had many difficulties when I first experienced the actual marketing work, worked in a competitive professional environment, had no experience in posting, running advertisements and dealing with situations with customers but received enthusiastic help from the management and colleagues who helped me get the job done in the best way
In the process of implementing the essay,the work of researching, researching, surveying and collecting data to solve problems with the situation of digital marketing activities of the company can be flawed, looking forward to receiving advice as well as suggestions from teachers so that you can have a more accurate view
REFERENCE LIST OF DOCUMENTS ON THE INTERNET:
1 Company website: https://tomitamart.vn/
2 https://vi.wikipedia.org/wiki/Wikipedia
4 https://www.facebook.com/TomitaMartKhucThuaDu
5 https://www.facebook.com/tomitamart
6 https://www.youtube.com/channel/UCsj07l_sQcKxyShSK0sLqYg
7 https://bigstarmedia.vn/earned-media-la-gi.html
8 https://www.worldbank.org/vi/country/vietnam/overview
9 https://www.smartinsights.com/social-media-marketing/social-media strategy / new - global - social - media - research
10 https://business.facebook.com/creatorstudio/insights_performance
11 https://blog.hootsuite.com/youtube-stats-marketers/
12 https://www.google.com.vn/?hl=vi
13 https://analytics.google.com/analytics/web/provision/#/provision
I am Tran Thi Phuong Thanh - a student at Thuong Mai University and Rouen University Currently, I am working on the topic of Completing Digital Marketing activities of Tomita