Our team hopes we are able to understand BAEMIN and how it works on mobile devices

I/ Introdution Importance of the mobile commerce Mobile devices have become inseparably linked to modern consumers According to new research (Cuong, 2021), the Vietnamese population has up to 68.72 million people out of a total of 90 million people using the Internet, 72 million people having social network accounts, and 154.4 million people being able to connect to a mobile network The statistical data presented above confirms the market's high potential for mobile commerce This is also regarded as fertile ground for businesses to exploit and profit from Because of its flexibility and use of wireless mobile devices, M-Commerce is extremely convenient for users Mobile devices, as opposed to traditional computers, are portable, adaptable to a variety of screen sizes, and can connect to the Internet instantly Customers can now easily interact with businesses via smartphones and tablets at any time and from any location This also implies that marketers must use mobile to connect with customers and conduct mobile commerce campaigns in order to business effectively Furthermore, mobile apps and mobile websites load 1.5 times faster than a web app or a traditional website because there is no need to get data from the server when using a mobile device, allowing customers to buy goods quickly People prefer to buy products and services directly from their smartphones rather than finding the time to sit at a computer because websites and mobile apps provide the same functionality their desktop or laptop computer Finally, Mobile Commerce is extremely personalized Because everyone will have their own mobile device Mobile applications will be able to access customer personal data information (if authorized) Knowing their habits, interests, and activities allows you to provide services that are tailored to each individual With over 68.72 million people using smartphones to access the internet every day, mobile applications and e-commerce are on the rise Besides that, mobile shopping is a one-of-a-kind trend that has captured one-third of the e-commerce market Whatever you call it, an e-commerce app, a shopping app, or a retail app, they are rapidly growing and thus very important in the mobile commerce business Objectives of the research report Our team hopes we are able to understand BAEMIN and how it works on mobile devices Moreover, the influence of customers on the application will also be researched in this report Description - Company introduction: Baedal Minjok is owned by Woowa Brothers Corp Baedal Minjok is a South Korean unicorn startup that provides food delivery In 2020, the company's revenue is expected to be 1.09 trillion won ($960 million) Woowa Brothers Corp and the Baedal Minjok brand were purchased by Delivery Hero in March 2021 The company's current goal is to support and develop the field of "food technology" by utilizing advanced technologies such as artificial intelligence (AI) and "self-driving robot" technology - History development: Baedal Minjok was created in 2010 by founder Kim Bong-jin Kim created the Baedal Minjok platform in order to make commissions on orders placed through the app In June 2019, Baedal Minjok began operations in Vietnam starting from Ho Chi Minh City Woowa Brothers said that it will launch its food delivery service app early next month in Vietnam after completing beta service test Service will be offered first in Ho Chi Minh, the largest city in Vietnam by population, before it expands to other cities including the capital Hanoi The app launch comes after Woowa Brothers acquired Vietnam’s online food ordering platform Vietnammm – founded in 2011 – in February The leading Korean food ordering application "BAEMIN" has officially set foot in Hanoi after nearly a year of operation in Ho Chi Minh City The following are significant milestones in Baemin's operation and development in the Vietnamese market:  In May 2019, Baemin made its first appearance in the Vietnamese market, with a stop in Ho Chi Minh City Ho Chi Minh City  In addition to the food delivery service, Baemin launched the utility "Baemin goes to the market" in April 2020  In June 2020, Baemin will officially "Go North" to Hanoi  In January 2021, "Baemin Goes to Market" will be available in Hanoi  In March 2021, this brand landed in Da Nang  By August 2021, Baemin will be present in major cities across the country, of which are centrally run - Mobile app introdution: The Baemin application is designed with a distinct blue logo and distinctively written company name, creating an initial impression and making it easily identifiable When you open the app, you will see colorful images and lively drawings that stand out from a white background The main feature of BAEMIN as a food delivery application is the ability to order food online through the mobile phone app BAEMIN will collaborate with restaurant partners, eateries, and other resellers to upload products, food, and drinks to the application, from which customers can select dishes and have food delivered to them on the location BAEMIN has its own food delivery team and does not use intermediary delivery services The Baemin company's image includes a yellow-haired cat riding a motorcycle while wearing a helmet, as well as other simple and sociable images We have seen the fast food delivery speed while still ensuring the drivers' safety as well as bringing good food and making customers satisfied when they place orders with the brand's signature slogan "BAEMIN, Nóng giịn đây!" II/ Content Business model - Baemin's swot analysis overview After successfully acquiring the online food ordering application Vietnammm.com in early 2019, Baemin officially joined the Vietnamese market and covered the service in Ho Chi Minh City This application has been tested for over a year on some central areas in the same area During this time, despite being a "newbie" in a market with many competitors and explosive growth, Baemin has asserted his leadership with a differentiated approach to delivering authentic customer experiences We will investigate Baemin's SWOT model further STRENGTHS Baemin has a strong parent company in Korea, where it is currently the No Food Delivery app The application presents information clearly and attractively, and it is simple to search for food by separate categories The current model of Baemin is the same as Now, Grabfood is a food delivery app, with the main feature of ordering food online via mobile app, but with a creative and productive workforce and a diverse product offering A strategy of focusing on serving regions, regions to reduce shipping costs, and increasing fast delivery has propelled Baemin to the top three food delivery markets Besides that, Baemin made the greatest investment in the process of recruiting and training riders Baemin focuses on designing uniforms with youthful and beautiful colors for riders in order to build the image of well-mannered and polite riders Moreover, Baemin has numerous promotions throughout the year, which are accompanied by freeship promotional vouchers (helping customers not need to go to buy but still get free shipping, especially safe and convenient during the epidemic season) WEAKNESSES Because Baemin entered the market after Now and Grab, it is unknown to many sellers, resulting in a list of restaurants that is still not diverse and rich The supply of drivers is also limited, resulting in the app always displaying "busy driver" when placing orders, and shipping costs remain relatively high when compared to competitors Furthermore, unlike competitors such as Grab, Now, and Gojek, the company only offers food service and does not provide technology motorbike taxis or delivery OPPORTUNITIES Vietnam is one of the top 15 smartphone-using countries in the world It is difficult to deny that smartphones are an inseparable part of Vietnamese people's lives; this presents an opportunity for the online food delivery industry to grow In the complicated development of the Covid-19 epidemic, social distancing must be implemented, restrictions on outings and gatherings have had a significant impact on service industries such as food delivery However, when the epidemic was under control, the government gradually lifted the ban, allowing the food delivery service industry to thrive once again People have the mentality of ordering food at home to ensure the health of themselves and the society The outbreak can be considered both a challenge and an opportunity for Baemin to develop The rapid urbanisation in cities is increasing, as is the number of urban residents, people also have a higher source of income, which leads to a shift in consumption behavior; instead of cooking at home, they now order food In addition to rapid urbanization, the number of people driving during peak hours causes traffic jams, making it difficult for people to leave their homes to shop for food THREATS Baemin faces another challenge in terms of market orientation One of the most specific risks is the "bom hàng" Furthermore, as the population grows, traffic congestion becomes an obsession It causes food delivery to take longer, lowers food quality, and raises transportation costs during peak hours, resulting in dissatisfied customers who may no longer choose businesses to serve their needs The cost of promotion / advertising investment, as well as the number of employees required to cover the entire delivery point network across the city, consume a significant amount of money for businesses - Rivals According to new research (ĐẠI CHIẾN NOW - GRABFOOD - BAEMIN LỰA CHỌN NÀO TỐI ƯU CHO CHỦ QUÁN?, 2022), the online food delivery market in Vietnam is expanding rapidly, particularly as the COVID-19 pandemic appears to increase consumer demand higher The three market leaders, NOW, GRABFOOD, and Baemin, are all implementing strong communication strategies to increase brand coverage across the country The question is, however, "What is the best option for restaurant owners and customers?" Below is a comparison table between these businesses: Strategy Content Media Campaign Media Chanel Promotions - Market At home, Woowa Brothers dominate more than 65% of the food delivery market share with the Baedal Minjok app, surpassing more than 40 domestic Assessing the popularity of food ordering applications, this survey shows that 37% ofrespondents regularly choose GrabFood, while Now and BAEMIN are 34% and 16% respectively (source: qandme.net) BAEMIN currently has the third-largest share of social discussion, with 21.95% The battle for market share among online food delivery apps is still intense and appears to be "heating up." BAEMIN has a number of strategies in place to help it speed up and follow GrabFood BAEMIN's official fanpage, along with a slew of "eye-catching" media content and images, have captured the attention of young people who adore Saigon's cuisine, quickly becoming the primary communication channel for attracting customers more than 3900 comments in less than months of operation Furthermore, the company did not forget to "cover" the dining and culinary communities with attractive promotions, resulting in over 1300 mentions Customer experience - Geographics Country City cize Density Originated as the largest food delivery application in one of the world's largest delivery markets, Korea Despite entering the Vietnamese market later than competitors such as Grab and Now, BAEMIN has rapidly expanded its service from three geographically covered cities to 21 cities since the beginning of the year Furthermore, will continue to expand the market across the country - Demographics Age Primary Target Market Secondary Targer Market 25-34 years old 18-24 years old Gender Income Ocupation Education Nationally Family cycle BAEMIN's target customers are young people and office workers between the ages of18-30 From the time of debut to the present time, the age group is 25-34 (adult age group or office people account for the majority with 57.5% of people interested ion BAEMIN, second place is the age group 18-24 with the number of people interested in BAEMIN 38.1%) Female customers still make up the majority with 67.8%, completely different from male customers with only 24% - Psychographic Baemin has easily grasped customer psychology by targeting customers between the ages of 18 and 35 - For those who work or who work in an office: Starting work early means that customers will not have time to prepare meals for themselves on a working day When Baemin arrives, simply open the food ordering app, which represents the quick convenience of not having to get up early to cook or eat the food from the day before - Customers in school: This age group is unlikely to be good at cooking There was a post that said, "Ording 35k horses and cooked at home 50k / portion =)))) I'd rather order food." This age group prefers as low-cost voucher discount codes as possible Furthermore, this age has not spent properly, making it impossible to go to the market to buy food Psychograplic - Behavioral Based on the above customer sentiment, the following affected behaviors are summarized: Frequency Occasion User status Atitude product Price - Build The first important thing when entering a new market is how customers can know your brand And BAEMIN was so creative when building his brand in an impressive way BAEMIN's brand identity can be described by the phrase: "Simple makes a difference" with main parts as follows: - Logo: BAEMIN's logo is designed prominently, impressively and easily recognizable with the prominent white BAEMIN brand text on the typical Mint blue background With this logo, customers can instantly recognize this as BAEMIN The image of the mascot "BAEMIN Cat" - In its branding strategy BAEMIN has focused a lot on his brand identity, in addition to the BAEMIN Logo, he also built a funny, cute, simple, and close-to customer image of the "Fat Cat" mascot BAEMIN Fat Cat is inspired by the image of the cat walking in the French fairy tale Just like the cat going hia uses his talent to overcome difficulties and challenges to help his owner, BAEMIN Fat Cat will also step by step overcome his difficulties to conquer difficult customers BAEMIN's construction of the character's image borrowed the image from the fairy tale That has created closeness to the target customer file From there, customers will feel familiar with BAEMIN through the appearance of Fat Cat - Font In addition, the font is also an extremely important element in this brand identity BAEMIN uses the font BM Daniel This is a product of Rice Creative designed specifically for BAEMIN Vietnam The feature of BM Daniel is to "squeeze" the accents and caps of the text to a limited height, making the text more vivid Looking at the text written by this font will feel like listening to a real statement, not a line of text standing still on paper - Feedback Mechanism Feedback is regarded as an important feature in many digital platforms because it is an efficient way for customers to verify the accuracy of information provided by service providers Furthermore, it can be regarded as a communication channel between the customer and BAEMIN whenever the customer encounters a problem with the system or with the order Customers also trust the personal reviews of other customers about service providers As a result, an increase in positive customer feedback can lead to an increase in customer trust As one of the top three food delivery companies, but after listening to partner suggestions, BAEMIN will completely improve the feedback service by 2021, along with functions such as: - Customer feedback on the BAEMIN application for Restaurant Partners to refer to - Customers can respond publicly or anonymously Payment system & Security - How it works The Baemin payment system is also available in the Baemin app When you want to pay in Baemin to access the transaction functions after connecting the user's bank account with Baemin, simply follow these simple steps: Step 1: To rapidly select themed dishes for a meal, click on the food classification categories To find the food and drink you want, click search Add your preferred food to the "Cart" after making your selection Step 2: The user can review the order information and accept the meal if the address was entered incorrectly or if they want to place an order for friends or family members The whole cost of the order, including the temporary fee (food fee) and delivery fee (shipping fee), will be displayed in the "Total" column Step 3: To receive the discount, enter the promo code To use, simply click "Enter code" and then "Apply" to view the list of available promotional codes Step 4: Enter the discount code and then select "Place Order" to look for a shipper Right on the application screen, the delivery process will be shown so that you can check and see what stage your order is at Easy of payment Currently, BAEMIN supports Partners to buy products using the following payment methods: - Payment in cash - Online payment via Zalo application: The partner scans the QR code of the Zalo Pay application to pay for the order - Online payment via Momo app: Partners use App Momo or Camera app that supports QR code to scan the code - Online payment by domestic ATM card/Internet Banking through Ngan Luong portal - Online payment via a number of international cards (Visa / Mastercard / JCB) - Online payment via Vnpay application: Partners use VNpay Gateway/App or VNPAY Wallet or apps that support QR code to scan codes - Pay online via Viettelpay application: Partners use Viettel Pay App or QR codeenabled apps to scan the code - Payment security Customers can feel secure using the service from the application since BAEMIN explicitly discloses information security policy, directory personal information, and storage time This is because users are quite frightened of personal information being tracked, stolen, and exchanged to third parties When a user signs into an application for the first time, they must validate the OTP code that was delivered to their phone number Aside from that, BAEMIN selects a trustworthy partner for financial security and has a top-notch security policy (PCI DSS (Visa, MasterCard), Tokenization (Zalo Pay), and 3D-Secure (Visa, Master Card) ) Additionally, the intermediary will request confirmation before processing a customer's online payment In particular, when clients use the wallet as a method of payment In addition, Baemin protects customers' personal information Purpose and scope of personal information collection that WOOWA BROTHERS VIETNAM CO., LTD collects personal information in order to: - Provide Service Member inquiries; - Understand how USERS use the Service so that the Company can improve the USER's experience - Provide customized content and advertising; - Detect and prevent any fraudulent activity by third parties that may damage the Member's account or relate to the Member's use of the Services; - Conduct research, survey, analysis on Service development and improvement, and create customer profiles; and Submit to State Agencies in accordance with Vietnamese law When Member Information is used for a purpose other than the above, we will seek your consent Areas of use and information storage time: The Company will provide the Restaurant and the customer with the necessary information to perform the Service for the Customer All transaction information will be kept confidential, but in case the law requires it, the Company will be obliged to provide this information to the law enforcement agency After the Service request is successfully made, only the Company's employees and the Client himself can log in personal information Information will be stored on BAEMIN's system and operated at the office of WOOWA BROTHERS VIETNAM CO., LTD with the address above Customers can change, review or delete their information by logging into the BAEMIN App or sending an email to: help@baemin.vn Interface Baemin App Strayegy CRM (customer relationship management) - Discount code - For Customer Attraction Referral Reward - Customer Support System III/ Conclusion Summary of the evaluation - Point out the limitations - Rate based on the table below: Baemin App Suggest some recommendations to improve current situtation IV/ Reference ĐẠI CHIẾN NOW - GRABFOOD - BAEMIN LỰA CHỌN NÀO TỐI ƯU CHO CHỦ QUÁN? (2022, January 13) Virama Retrieved October 14, 2022, from https://virama.vn/daichien-now-grabfood-baemin-lua-chon-nao-toi-uu-cho-chu-quan.html Cường M (2021, February 23) Báo Cáo Việt Nam DIGITAL 2021 We Are Social Hootsuite thống kê Cộng Đồng Digital Marketing Việt Nam Retrieved October 14, 2022, from https://digimarkvn.com/bao-cao-viet-nam-digital-2021-do-we-are-socialva-hootsuite-thong-ke/ Reuters Staff (2018-12-20) "South Korean food delivery startup Woowa Bros lands $320 million investment" Reuters Retrieved 2021-03-30 Gia nhập viet nam https://pulsenews.co.kr/view.php?year=2019&no=334355 https://mekongsoft.com.vn/tin-tuc/kien-thuc-kinh-doanh/mohinh-swot-cua-baemin-a1071 chiến l ượ c marketing BAEMIN giúp họ chinh phục ng ườ i Vi ệ t (vietnambusinessinsider.vn) Baemin app gì? Những điề u bạ n cầ n biế t công ty Baemin (chanhtuoi.com) ... they are rapidly growing and thus very important in the mobile commerce business Objectives of the research report Our team hopes we are able to understand BAEMIN and how it works on mobile devices. . .mobile to connect with customers and conduct mobile commerce campaigns in order to business effectively Furthermore, mobile apps and mobile websites load 1.5 times faster than a web app... while Now and BAEMIN are 34% and 16% respectively (source: qandme.net) BAEMIN currently has the third-largest share of social discussion, with 21.95% The battle for market share among online food