(TIỂU LUẬN) FINAL PROJECT building an e commerce project topicwindmill bakery’s website

Vietnam National University Ho Chi Minh City UNIVERSITY OF ECONOMIC AND LAW FACULTY OF INFORMATION SYSTEM FINAL PROJECT Building an e-commerce project Topic: WindMill Bakery’s website -Subject: E – commerce Instructed by: Nguyen The Dai Nghia Presented by: Group Members list: Name Nguyen Hoang Anh Khoa Vuong Tan Vu Phan Tri Tai Trinh Chan Khoa Tran Hoang Gia Bao Nguyen Thanh Mong Ho Chi Minh City, December 26th, 2020 TABLE OF CONTENTS LIST OF TABLES LIST OF IMAGES Chapter 1: BUILDING A BUSINESS PLAN 1.1 Introduction 1.1.1 Core Value 1.1.2 Vision 1.1.3 Mission .2 1.1.4 Benefits 1.1.5 The reasons why we come up with this idea 1.2 Business plan 1.2.1 Aim 1.2.2 Field and products 1.2.3 Market analysis and consumers 1.2.4 Competitive environment and competitive advantage .5 1.2.5 Finance 10 1.2.6 Organizational structure 11 1.2.7 Technology solutions 16 1.2.8 Payment and delivery .18 1.2.9 Marketing and Sales plan .21 Chapter 2: BUILDING WEBSITE 23 2.1 Brief about the website 23 2.1.1 Brief introduction, main ideas of the website 23 2.1.2 Requirements set out with the website 24 2.2 Basic structure of the website 24 2.3 Detail about the website .26 2.3.1 Home page 26 2.3.2 Products page 32 2.3.3 Blog page 33 2.3.4 Introduction page 33 2.3.5 Payment page 34 2.3.6 Products detail page .36 2.3.7 Admin page 37 Chapter 3: SUMMARY 37 3.1 Project evaluation .37 3.1.1 Have met requirements 37 3.1.2 Have not met requirements 38 3.1.3 Advantage .38 3.1.4 Disadvantages 38 3.2 Direction of development 38 APPENDIX: GROUP EVALUATION REPORT .40 WindMill Bakery LIST OF TABLES Table 1.1: Current competitors in the industry Table 1.2: Financial estimation for enterprise establishment 11 Table 1.3: Financial planning to maintain the business in the first month 11 Table 1.4: Human resource recruitment plan and criteria 16 LIST OF IMAGES Image 1.1: Structure model 12 Image 1.2: Momo 19 Image 1.3: Zalopay 19 Image 1.4: VNPay 20 Image 1.5: Moca 20 Image 1.6: Grabexpress fare table 21 Image 2.1: Website structure by class 25 Image 2.2: Sitemap structure 25 Image 2.3: Overview of the website 26 Image 2.4: Header 27 Image 2.5: Shopping cart .28 Image 2.6: What cakes does our bakery have? 29 Image 2.7: Staff .29 Image 2.8: Hot sale products 30 Image 2.9: Customer reviews 30 Image 2.10: New article 31 Image 2.11: Footer 31 Image 2.12: Products page 32 Image 2.13: Blog page 33 Image 2.14: Introduction page .34 Image 2.15: Bill 34 Image 2.16: Bill 35 Image 2.17: Bill 35 Image 2.18: Product detail page 36 Image 2.19: Admin page 37 December 26, 2020 WindMill Bakery Chapter 1: BUILDING A BUSINESS PLAN 1.1 Introduction 1.1.1 Core Value - Responsibility: Understand clearly and maintain a high sense of responsibility not only with the company itself but also with customers Creativity, innovation: Always seek solutions to optimize business model, deliver the best service for customers Prestige: Create a sense of reliability and safety when using the service for customers 1.1.2 Vision Become the most reliable business model of selling baked products in Vietnam, and establish a nation-wide system 1.1.3 Mission Windmill Bakery model is found in the hope of delivering high-quality baked products as well as reliable and comfortable customers’ experience 1.1.4 Benefits Customers of WindmillBakery will have the chance to access a wide range of baked products, from Vietnamese breads to Westerner cakes Besides, WindmillBakery intends to develop various types of online services, such as cake customization in order to save time for busy customers or optimize the cost for low-budget individuals WindmillBakery website also offers different articles written by professionals to enrich public’s knowledge on cake and its cultures, stories and recipes 1.1.5 The reasons why we come up with this idea The idea of establishing Windmill firstly comes from our fiery passion Without the immense enthusiasm for the smell of freshly-baked products and the handshakes made with customers, we, who are solely strangers, would not unite to be in a close-knit team 1.2 Business plan 1.2.1 Aim - Gain profits from selling baked products, and related services Provide cake-customization service for users December 26, 2020 WindMill Bakery - Develop chat-bots to help answering customers’ questions and executing orders if possible Apply algorithm to analyze psychology, behavioral patterns of consumers Use the available customers’ database collected from chat-bots in order to suggest the most suitable products, attract customers’ attention and stimulate their demand of making a purchase 1.2.2 Field and products - - Field: Selling and making baked products and cakes Insights: To be more specific, the company sells these types of products: + Baked breads + Cookies + Sweet/fruit pies + Birthday/Wedding cakes + Seasonal cakes (e.g Christmas, Easter) + Custom cakes Also, offers a customization for cakes and home shipping Besides, the company also sells bakery-related products such as candles Reasons why we choose this field: Firstly, the idea of establishing an online bakery comes from our love for cakes We would love to know more about the cake-making industry and its vast market Also, we believe cakes are the hallmarks of celebration and we feel privileged to be a part of life’s special moments Besides, we consider baking has been one of the most potential fields in Vietnam in recent years According to Vietinbank’s statistics, the market for bakery business witnessed a rise of 8.3 percent annually The demand for cakes increases significantly on special occasions (weddings, birthdays) or predictable holidays like Easter, Christmas and Mid-Autumn Festival For that reason, we regard the needs for cakes remain stable throughout every month of the year Lastly, with the love for our country, we wish to promote using domestic products with an affordable price and bring Vietnamese brand overseas to compete with other biggest names in the industry 1.2.3 Market analysis and consumers 1.2.3.1 Analyzing the market December 26, 2020 WindMill Bakery The pastry industry in Vietnam: is considered a stable and rapidlygrowing industry, as well as the most competitive segment in consumer goods in Vietnam With the prominent advantage of being densely-populated with a young population, Vietnam is evaluated as one of the highly-potential pastry market in the South-East regions Furthermore, these products are primarily consumed in urban areas, so its rapid development and urbanization rates of large metropolises, are the main factors which stimulate the demands for cakes to rise According to BMI (Business Monitor International), the consumption rates for pastry per capita in Vietnam in 2016 was just over 2kg/p/year, which was lower than the world’s, at 3kg/p/year, and 65% of the population in the rural areas consumed a modest rate in comparison to its potential Therefore, potential consumption rate of the domestic market will remain high, estimated to reach 40.000 billion dong in 2018, this is the reason why the pastry enterprises immediately established strategic investment plans In recent years, the pastry market in Vietnam witnessed a competitive rivalry between the domestic brands (BC Bakery, Givral, Brodard, Đức Phát, Sweet Home Bakery, …) and foreign ones (Tous les Jours, Paris Baguette, BreadTalk, ) or compete to become partner suppliers for fast-food restaurants, restaurants, café, … in order to maintain a stable growth Pressure from the competition forces both domestic and foreign businesses to participate in the renovation, finding their own ways to sustain profits and market shares From opening more franchise restaurants to expand the market, to developing new business models: a combination of bakery and coffee shops Genuine bakeries such as Givral, Tous les Jours, Dunkin’ Donuts, Paris Baguette, BreadTalk… now merge with the selling of coffee Besides, wellknown coffee shops, Starbucks, Highlands Coffee, Gloria Jean’s Coffees, The Coffee Bean…, for example, also develop a pastry branch Pastry businesses also focus on investing in machinery, assembly lines, advanced technologies, to enhance quality and diversify products, modify the models, use reasonable-pricing tactics… to fulfill different consumers’ demands In addition, ingredients selecting process is also important in increasing competitiveness in this industry, raw material costs already make up for over 70% of the product price 1.2.3.2 Solutions for input ingredients’ issues December 26, 2020 WindMill Bakery Recently, domestic pastry businesses’ input materials are primarily imported in large quantities, in which wheats account for the largest proportion (since they are agricultural products which Vietnam is yet to produce), sugar, milk, … is partly imported Price fluctuations of these ingredients on the worldwide market will have a huge impact on the products’ price For that reason, enterprises have actively selected reliable domestic suppliers with creative and professional solutions Commonly, a cake when introduced to the market has to meet three criteria: appetite, attractiveness and safety, which means that creativity and innovation are not only applied in flavour, colour, or shape of the cake, but the ingredients must also guarantee nutritional factors and healthiness Therefore, only the suppliers who concentrate on improving quality can sustain in such a competitive market 1.2.4 Competitive environment and competitive advantage 1.2.4.1 General competitive environment in Vietnam’s pastry industry: Vietnam's pastry industry is forecasted to have more potential for development in the coming time Currently, the opportunity for the pastry industry to develop many supporting factors, including a change in consumption trends When the young population is concentrated in urban areas, it will be a prerequisite for many types of businesses to develop For example, the model of coffee combined with cakes is a new trend, increasingly popular with consumers This model is like opening up a new consumption channel for the pastry industry Recognizing the development of the market, Mr Kao Sieu Luc, Chairman of the International Bread Association Southeast Asia, General Director of Asia Confectionery Company Limited (ABC Bakery), said that the market Domestic cakes are growing at 20% - 30% per year and Vietnam's large population is considered to be a very large market Therefore, in addition to domestic enterprises, there are currently many bakeries from Southeast Asian countries who want to participate in the Vietnamese market Because they also assessed that the Vietnamese market is developing fast and has a lot of potentials to be able to participate in exploitation Over the past time, the pastry industry in Vietnam has been known as one of the industries with high growth rates and the most competitive segment in the consumer goods industry But at present, according to market research units, the consumption of cakes in Vietnam is still low when it is only about December 26, 2020 WindMill Bakery kg/person/year (lower than the kg/person/year of the world) and 65 % of the rural population has a modest bread consumption relative to the potential Thus, if we talk about the development space, it can be seen that there is still a lot in the pastry sector Also because of the potential market, in recent years, a series of names have participated In which, domestic enterprises must include such as ABC Bakery, Givral, Brodard, Duc Phat, Sweet Home Bakery, and foreign brands include Tous Les Jours, BreadTalk, 1.2.4.2 Competition for new products and services According to experts, domestic bakery enterprises are not inferior to other countries in the region in terms of technology and technique However, because many businesses are participating, it makes the market more competitive In order not to lose market share, the bakery business is still racing day by day in product innovation, investment in equipment technology, and launching new business service models According to statistics, a few long-standing bakery brands have developed a few dozen stores such as Hy Lam Mon (35 years history and stores), Givral (37 stores), Brodard (16 stores), Tous Les Jours (22 stores), However, due to the high cost of space and labor in big cities, it is increasingly challenging for them to expand, forcing them to diversify types of businesses joint Accordingly, if in the past, these shops merely sold cakes, now they have added drinks and coffee Particularly for manufacturing enterprises, in addition to developing more chain stores, they have chosen to add supply solutions for restaurants and fast-food chains As shared by Mr Kao Sieu Luc, in 2019, besides a system of 30 stores in Ho Chi Minh City, this business will expand 40 more stores in several other provinces and cities Besides, ACB Bakery will continue to promote the supply of cakes for more than 50 brands from fast-food chains such as KFC, Lotteria, Popeyes, Dunkin 'Donuts, Burger King; coffee and beverage chains such as DQ, Swensens, Starbucks, Angel-In-us coffee, The Coffee Bean & Tea Leaf; convenience chains like Family Mart, Shop & Go; restaurants of Golden Gate, CGV cinema, airport retail of SASCO, According to the business world, the current consumer trend is paying attention to delicious and quality products Therefore, ensuring the quality of food in particular as well as the quality of pastries in general will be a competitive advantage for shops and businesses 1.2.4.3 Current competitors in the industry: December 26, 2020 Comparison criteria Advantages WindMill Bakery Image 2.4: Header + + + + + Name of the bakery (link to the homepage): Attached to the name in the upper left corner of the website If you click on WindMill, it will go to the website homepage Navigation menu: The set of links to the main pages of the website including: account, checkout, shopping cart, homepage, product, blog, introduction Depending on the intended use of the customer, it is possible to navigate to different pages Search box: Because the search function is important, WindMill Bakery places it right at the left of the Header for easy user identification The search box helps customers to quickly find the product they want Blog: Navigate to the bakery’s blog page Shopping cart: a gift-like image next to the search box can display information such as: number of selected products, how much is the total? December 26, 2020 WindMill Bakery Image 2.5: Shopping cart Slider: The Slider of WindMill Bakery is placed below the header on the homepage Common sliders are images, which contain many different images, but not all on the web page The slider will have a navigation button, allowing you to scroll through other slides The slider can contain different content that will attract customers Middles + The product menu includes types of cakes: pies, cookies, cakes that help you easily choose according to your eating preferences Each product item will include many different types of cakes to help buyers have more choices + - December 26, 2020 WindMill Bakery Image 2.6: What cakes does our bakery have? + Staff: including each member's avatar and their current position in the store, they are the boys with a soul of bakers who always want to give customers the best experience Image 2.7: Staff + Hot sale: A collection of products that will have strong discounts on the day December 26, 2020 WindMill Bakery Image 2.8: Hot sale products + Customer Reviews: Genuine comments and suggestions from loyal customers will be acknowledged and appreciated by WindMill Image 2.9: Customer reviews + New articles: These readings will help readers understand more about each type of bread, and the taste of its own, the article is interesting and compelling and is constantly updated to serve customers wishing for a bridge December 26, 2020 WindMill Bakery Image 2.10: New article - Footer: is at the bottom of the web page and is displayed on every page of your website Include: Image 2.11: Footer + The bar enters your email address and the registration button to receive the newsletter and the earliest offers + Opening hours + Contact method (Address, Email, Phone number, Facebook, Zalo, ) + Send contact to feedback comments about Windmill Bakery December 26, 2020 WindMill Bakery 2.3.2 Products page The product page includes: search by different brands, price range, new products information placed on the left, combine the most accurate images of cakes with different prices neatly arranged for users to easily choose to buy Image 2.12: Products page December 26, 2020 WindMill Bakery 2.3.3 Blog page This page is published in the hope of bringing many interesting and useful articles to consumers, sharing with the community the unique and attractive flavors of each cake Here we are always updating new articles, new trends, Image 2.13: Blog page 2.3.4 Introduction page The introduction will make customers who never shop at Windmill have a better overview of the bakery: our message, address, contact information… December 26, 2020 WindMill Bakery Image 2.14: Introduction page 2.3.5 Payment page When the customer clicks “Pay”, a new page will pop up for the users to fill in their information Image 2.15: Bill Next, customers fill in the necessary information and discount codes (if available) and click “Proceed to payment method” to the payment method December 26, 2020 WindMill Bakery Image 2.16: Bill At the last step, choose the most suitable payment method and click “Complete the order” Image 2.17: Bill December 26, 2020 WindMill Bakery Order successfully, WindMill Bakery will confirm your order and deliver the goods to you and now continue to purchase 2.3.6 Products detail page If a customer clicks on an image of a product, it will lead to a new detail page of the product Image 2.18: Product detail page Each type of cake will have its own content to bring excitement to customers In addition, everyone can choose the right amount for themselves Then, click “Add to shopping cart” and “Pay” to take the next steps Especially, we also have a comment function “Comments” for customers to comment on product quality and other products at the bottom of that page December 26, 2020 WindMill Bakery 2.3.7 Admin page Image 2.19: Admin page Through this page, the WindMill Bakery operator will be able to understand the situation of the bakery, which includes many functions: General, Orders, Shipments, Products, Customers, Discounts, Reports, Apps, Chapter 3: SUMMARY 3.1 Project evaluation 3.1.1 Have met requirements - - Our website is friendly with users, easy to use, diversified in services, full of detailed contact information for customers so that they can easily exchange and access Chatbot application helps providing fast and convenient support for customers, answers frequently asked questions, and saves more time and resources There is a feedback section to receive comments and suggestions from customers for better service quality Meet the needs of customers who want to order online or want to consult the cake samples and prices before going to our store December 26, 2020 WindMill Bakery - Applying E-marketing to advertise widely and permanently to users of major social networking sites such as Facebook, Instagram, Youtube and Google search page 3.1.2 Have not met requirements - Still wasting a lot of human resources, not fully applying technology to support business We have not yet developed the website to an app on mobile platforms (mobile application) to reach more customers 3.1.3 Advantages - The demand for our items of customers is quite stable We can flexibly change between sales staff and other employees in our store Many customers are willing to pay immediately if they are satisfied with a certain product It's easier to market our store's products to customers through an E-commerce website Online marketing is attracting a lot of attention from customers in general and in the bakery sector in particular There are more and more customers who tend to buy from a distance without going directly to the store to buy cakes 3.1.4 Disadvantages - The long-distance transport service still faces difficulties in preserving the cake The number of target customers is still quite limited due to the tendency of customers wanting to come directly to experience the cake As a new business, we not have much confidence from customers The number of employees is still small, unable to ensure customer service during peak hours Lack of investment capital Customer segments using the service remain limited At first, it was difficult to find customers and expand the market The trend of customers buying cakes online is still limited Costs to pay for facilities, machinery and equipment to preserve the cake during the transport process are still high 3.2 Direction of development - Expand the market for our business December 26, 2020 WindMill Bakery - Cooperate with potential partners (fields: materials, manpower, facilities, transportation, ) and make good use of resources from them Create more new cake recipes, diversify the product range of our store Search and selectively choose to have a staff of highly specialized and dedicated to the job to provide the best services and build customer trust Calling for more capital to have more financial resources to expand the operating area, reaching more customers Invest more in high quality machinery and equipment to ensure quality services and customers' trust Organize promotions, media projects to reach more potential customers and be more customer-friendly Make full use of technological factors in production, sales and service provision to save maximum human resources and optimize all business activities Continuing to promote E-marketing to expand the market for our products and attract more potential customers Applying new technologies such as Artificial Intelligence (AI), Internet of Things (IoT) into the production and business processes of enterprises, in an effort to become a leading enterprise in this field December 26, 2020 WindMill Bakery APPENDIX: GROUP EVALUATION REPORT Serial Name Nguyen Hoang Anh Khoa Vuong Tan Vu Phan Tri Tai Nguyen Thanh Mong Tran Hoang Gia Bao Trinh Chan Khoa December 26, 2020 ... the baguette products ordered by customers have been steadily exported to the Japanese market since 2005 up to now - Mooncakes have also penetrated the Australian and American markets Many special... Ensuring the principles and interests between employees and bosses Marketing Department: + Market research and forecast + New product development program implementation + Market segmentation, targeting,... the website, here presents the latest information of the bakery, Menu about cakes, Hot sale, Customer Reviews, New Articles, WindMill Bakery Newsletter There are main parts of Home page - Header: