(Tiểu luận) topic content about the situation of marketing success in the mobile world joint stock company

FPT UNIVERSITY- CAMPUS CAN THO  Individual Assignment [MKT101] TOPIC: Content about the situation of marketing success in the Mobile World Joint Stock Company Student name: Code: Class: Phone: Email: Cần Thơ, 16/6/2022 0 Tieu luan TABLE OF CONTENTS Copy content about situation of marketing success or failure in a real company Please describe the situation of marketing success or failure in a real company you know (In real life or search on the internet or other source)? According to you, what does this marketing situation relate to in which contents in principles of marketing course? 10 What the marketing lessons you learn? 12 i 0 Tieu luan Copy content about situation of marketing success or failure in a real company Please describe the situation of marketing success or failure in a real company you know (In real life or search on the internet or other source)? Overview of Mobile World Joint Stock Company Mobile World Co Ltd was established in March 2004 by five co-founders: Tran Le Quan, Nguyen Duc Tai, Dinh Anh Huan, Dao Chinh Hai Trieu and Tran Huy Thanh Tung Mr Nguyen Duc Tai is chairman of the Board of Directors and General Director at Mobile World Investment JSC, currently the board of directors has members Tran Business, Dang Minh Gup, Dao Chinh Hai Trieu, Huy Thanh Tung, Doan Van Understand Em, Dao The Vinh, Thomas Lanyi, Robert Willett The company's main areas of operation include: buying and repairing mobile devices, digital devices and e-commerce-related fields Currently, Mobile World Investment Joint Stock Company is the No retailer in Vietnam in terms of revenue and profit, with a network of more than 2,200 stores nationwide The mobile world operates retail chains thegioididong.com, Green Electronics, Green Department Store Also Mobile phones have also expanded to overseas markets with the Bigphone mobile device retail chain in Cambodia Headquarters of Mobile World Joint Stock Company in Ho Chi Minh City 0 Tieu luan Analysis of the Mobile World's Marketing Mix Strategy The mobile world's marketing strategy for products For product marketing strategies, Mobile World uses product diversification strategies to improve market competitiveness while increasing sales Currently, Mobile World owns the supermarket chain Thegioididong, Green Electronics and Green Department Thegioididong.com The supermarket system Thegioididong.com offers a wide variety of products of world famous brands  Smartphones: iphone, Samsung, Oppo, Vivo, Xiaomi, Realme, Nokia, Mobell, Itel, Masstel  Laptops: Macbook, Asus, HP, Lenovo, Acer, Dell, MSI, LG, Gigabyte, Intel, Itel, Surface, Chuvi  Tablet: Ipad, Samsung, Xiaomi, Nokia, Huawei, Lenovo, Masstel, Alcatel  Accessories: Portable, Laptop, Audio Equipment, Smart Home Devices, Storage Devices and other accessories  Smartwatch: Apple watch, Samsung, Garmin, BeU, Xiaomi, Kidcare, Amazfit, Oppo  Fashion watches, jewelry, eyeglasses  PC, printer: Printer, Ink, Computer Screen, Desktop – Canon, Brother, HP, Apple, Asus, Samsung, Levono, Viewsonic, Dell  Scratch card sim, installment service – electricity and water: Viettel, Vina, Mobi, Itel, Vietnamobile  All products of major brands are imported directly from the world without going through distributors From there, the products are also distributed to consumers faster Customer care, after-sales, warranty programs are also better implemented Green Electricity (Dien May Xanh) Green electronics is a supermarket chain that provides household items such as:  TV, Speakers, Karaoke  Refrigerator, Freezer, Refrigerator  Washing Machine, Drying Clothes  Air Conditioner , Air Conditioner Fan  Household Electricity, Tools  Kitchen Utensils, Electric Stove 0 Tieu luan  Water Filter, Beauty Equipment  Phone, Laptop, Tablet  Accessories, Watches  Old machine, display  Bicycles, Bicycle Accessories  Useful service Green department store (Bach Hoa Xanh) Green Department store is a mini supermarket chain established in 2015, where it specializes in selling fresh food and necessities Product portfolio of the Green Department store chain:  Meat, fish, eggs, vegetables:  Cool winter goods  Noodles, sorghum, porridge,  Rice, flour, dry goods  Cooking oil, dipping sauce, spices  Milk of all kinds  Confectionery of all kinds  Personal care  Cleaning the house  Products for mother and baby  Household items Because it is a supermarket chain specializing in providing food items, necessities as vegetables and fish meat items at GREEN Department stores must always go through the process of strict inspection of hygiene and safety, certified by the authorities before distributing at GREEN Department stores to reach consumers Not only focusing on the quality of products from the supermarket chain Thegioididong.com, Green Electricity or Green Department, this brand also focuses a lot on the quality of customer service Customers are an important factor in profitability and lead to the success of businesses Therefore, with the cultural foundation that puts customers first as the focus, mobile world has brought customers the most interesting and satisfying experience Every time you go to the stores of the Mobile World, customers will feel the excellent quality of service here The salesperson is always cheerful, polite and very open Not 0 Tieu luan only that, customers are also consulted, supported very enthusiastically and professionally At the website thegioididong.com and dienmayxanh.com, Mobile World also builds a consulting - Q&A section to answer all customer questions in a convenient and timesaving way This has been highly appreciated by customers This is the mobile world culture style that a lot of businesses need to learn from Mobile World's Marketing Strategy for Price For price marketing strategies, the mobile world uses a good-value pricing strategy." The price policy is reasonably formulated based on the products along with the excellent quality of service With the variety of product lines, along with a diverse customer base, the price of the company falls into the mid-range suitable for the pockets of most people Mobile World's Marketing Strategy for Distribution (Place) For distribution marketing strategies The mobile world has built a vast distribution system, covering 63 provinces and cities across the country According to the business results report at the end of 2021, Mobile World system currently has 1,992 green electronics store systems, 970 mobile world store systems, 10 topzone stores, 2,148 Green Department stores nationwide and will continue to grow to meet the purchasing needs of customers everywhere Mobile World Store is ready to serve the shopping needs of customers in the time frame from 8:00 to 22:00 (including Sundays and public holidays) Mobile World Store In addition, customers can buy online without going directly to the store through the website 0 Tieu luan Thegioididong.com Dienmayxanh.com Bachhoaxanh.com The Covid-19 pandemic that has emerged since 2019 has so far changed the shopping habits of many people To protect health as well as make shopping more convenient, today users are tending to switch to online shopping, especially through livestream channels Facing the shopping needs of users, at the Mobile World system has also started online business in the form of livestreaming on Fanpage In addition to making purchases on the website, customers can also make purchases directly through livestreaming on the Mobile World Fanpage and Green Electronics Selling through livestreaming at The Mobile World's Green Electronics Fanpage Sell through livestream at Mobile World Fanpage Mobile World's Marketing Strategy for Promotion Advertise 0 Tieu luan Advertising is an indispensable activity in marketing strategies To promote its products, Mobile World also promotes many advertising programs such as broadcasting impressive new TVC ads on outdoor LED screens to promote phones such as Samsung, iPhone, Xiaomi, Oppo https://youtu.be/TRa2LWY-upA/ The communication campaign of The Mobile World chooses to deploy on two outdoor LED screens at Artemis Shopping Mall (No Le Trong Tan) and at the intersection of Le Van Luong, Hoang Dao Thuy, these are two positions with a lot of great advantages in communication with a lot of people passing by daily Maquette's advertising of The Mobile World includes TVCs advertising for the hottest smartphone brands today are Samsung, Iphone, Xiaomi, Oppo Each TVC is 30 seconds long, broadcasts every minutes, and alternates between TVCs TVC is designed in the form of animations to highlight and emphasize the promotional message, with vibrant and eye-catching colors intended to attract the attention of passersby TVC advertising of the mobile world At the end of November 2016, tv audiences were shocked by the Green Telegraph commercial with catchy melodies and memorable images repeated on the golden hour – the time frame has a sky-high advertising cost for brands The novel and impressive advertising of the Mobile World has quickly gone viral and attracted millions of views after just a few days, not to mention the coverage, spreading on social networks has made the Green Electronics brand reach all segments of customers https://youtu.be/Ukiq1g900aE/ Promotion 0 Tieu luan Besides advertising programs, promotional campaigns are also implemented by Mobile World such as: Discount on purchases Add accessories Golden hour promotions, holiday discounts, Tet holidays Mobile World Marketing Strategy for SEO Optimization One of the most successful and effective marketing strategies of the mobile world can not fail to mention is the marketing strategy of SEO SEO stands for Search Engine Optimization SEO involves a set of actions and methods to improve a website's display ranking on the search engine's results page thereby increasing organic traffic to the site SEO is a highly effective and cost-effective digital marketing channel, but it takes a lot of time and effort for the website to show up in the top positions on the search engine and bring organic searches to the website How has the mobile world implemented SEO? With great potential in information technology as well as financial potential, Mobile World has built a content management system (CMS) with basic SEO standards that makes it easy for the content production team to well in the standardization of SEO for its articles and focus on content production Next, they built a team specializing in producing large SEO content to constantly experiment, find the types of content that attract the interest of users about smartphones 0 Tieu luan and technology sectors Here users can search for any information about the technology they are interested in Finally, they integrate comments and content reviews into the page so that users can share their opinions and views about smartphones similar to a technology forum With the success of its SEO marketing strategy, website Thegioididong.com currently ranks 21st among the most visited websites in Vietnam with 3,558,800 users and 7,585,076 page views per day Mobile World's SEO Strategy Mobile World Marketing Strategy for Customer Journey Optimization (Customer journey) Customer journey is also one of the factors that make up the success and reputation of the Mobile World The customer journey is understood as a set of customer touchpoints in all three stages before, during, and after the sale And if viewed from a business perspective, this depends on many different parts There are two ways to divide the stage in the customer journey: Option 1: Divide by purchase stage Before a purchase  Be aware of the need  Look at the problem and research, learn the solutions  Decide to choose a solution Purchases: 0 Tieu luan  Pay, receive goods  Use After the purchase  Feel & evaluate  Introduce yourself to others Option 2: Divide by customer behavior: - Awareness of the problem - Interested in the solution - Consider (Consideration) about the type of solution, supplier, price - Decision to buy (Decision) - After-sales support (Service) - Acquisition, sharing, referrals (Loyalty) With these two ways of dividing, businesses can choose one of the two ways to divide to suit the characteristics of customer buying behavior and understandable How has the mobile world optimized the customer journey? Pre-purchase stage: Thegioididong's website is one of the best experiences Fast, simple and convenient A special point is that thegioidiong website follows the consulting model instead of selling online thanks to the feature of comparing any product line This is customer understanding For customers to pay for a smartphone, they need to look at features, fashion, technology and need advice Purchase stage: Thanks to the consulting process of the previous period as well as the product experience at the stores Customers can easily make choices On the other hand, thanks to the strong coverage of offline stores, the CES (Customer Effort Score) of the Mobile World reached almost the highest level of all businesses doing business in Vietnam Post-purchase stage: When the phone arrives at the Call Center, the system will show the entire history for the Consultant to support as much as possible Or the warranty process is carried out at any store of the Mobile World system The mobile world allows employees of each department at "touchpoint" points on the customer journey to understand the customer's context; at the same time, they can crossgrasp the information for stricter management By optimizing the customer journey, Mobile World has succeeded in engaging customers, increasing user experience, and delivering a positive customer experience 0 Tieu luan Mobile World Marketing Strategy on Customer Journey Optimization Conclude That's with your effective marketing strategies The mobile world is constantly evolving and achieving a lot of success Consolidated net revenue in 2021 reached VND122,958 billion (+13% compared to 2020) Online revenue reached VND 14,370 billion (+53% compared to 2020) With this result, MWG is the company with the largest sales in the online retail market in Vietnam The mobile world continues to be in the Top 10 largest enterprises in Vietnam according to the VNR500 ranking and maintains its position as the No retailer in Vietnam and is the only Vietnamese company in the Top 100 retailers in the Asia Pacific with a scale of more than 5,300 stores Describe The mobile world is a business that seamlessly applies the principles of customer experience management But the most important thing is to put the interests of customers as the biggest goal of the enterprise's efforts That is their biggest success point There are many ways to successful business, but a sustainable company certainly cannot lack good relationships with customers Although customer experience management is still rarely applied in Vietnam, TGDD is a pioneer enterprise creating business advantages and succeeding in the market This is also a lesson for many Vietnamese businesses in the context of fiercely competitive domestic and foreign markets 10 0 Tieu luan According to you, what does this marketing situation relate to in which contents in principles of marketing course? The marketing situation of Mobile World Joint Stock Company related to the content of the principles in marketing is:  Advertising strategy: An advertising strategy is a series of actions that help you achieve your business goals through carefully selected effective marketing channels to convey to your target audience to introduce your products and business “At the end of November 2016, the television audience was shocked by the Dien May Xanh advertisement with catchy tunes and memorable images that were repeated over and over in prime time frames - time frames with extremely high advertising costs of brands”  Customer Journey Strategy: Customer Journey simulates the process by which customers experience a brand over time or the journey that connects customers with the brand Describing the customer journey helps businesses accurately capture touch-points and what customers think, interact with the brand, and ensure consistency at all touch points contact and across all channels In the connected era, the customer journey has become more complex thanks to the combination of online and offline purchases Customers interact with brands based on many platforms, in many different ways from different starting points, such as from marketing campaigns, referrals, search engine optimization (search engine) ), social networks or marketing communication channels to build an image, personality and theme for the brand  Customer Value and Satisfaction:  Customer form expectation about the value and satisfaction that various maket offerings will deliver and buy accordingly  Satified customers buy again and tell others about their good experience  Dissatisfied customers switch to compertiors and disparage the product to others  Customer value ans customer satisfaction are key building blocks for developing and managing customer relationships  Marketing concept of marketing strategies: 11 0 Tieu luan The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors  Customer focus and value are the paths to sales and profits  Rather than a “make and sell” philosophy, it is a customer-centered “sense and respond” philosophy  The job is not to find the right customers for your product, but to find the right products for your customers Customer-driven companies research current customers deeply to learn about their desires, gather new product and service ideas, and test proposed product improvements Customer-driven marketing requires understanding customer needs even better than customers themselves and creating products and services that meet existing and latent needs  Apply 4P/4C Product (Customer Solution) Price (Customer Cost) Good-and-services combination the company offers to the target marker Amount of money customers have to pay to obtain the product Target Customers Intended Positioning Activities that communicate he merits of the product and persuade target customers to buy it Activities that make the product available to target customers Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Promotion (Communication) Distribution(Convenience) Place or  Engaging business buyers with digital and social marketing:  E-Procurement and online purchasing  Business-to-business digital and social media marketing 12 0 Tieu luan What the marketing lessons you learn? Through the lessons and business strategies of the Mobile World, I have learned the lessons: - Set business goals: Set sales and profit targets before doing business to further expand the market For example, in Mobile World, "In 2014, the company set a target of VND12,600 billion and VND377 billion in net sales and profit, respectively, with growth of 32.6% and 49.2% respectively The company will open between 50 and 100 supermarkets in a number of towns and towns, from there, draw on experiences and find the best recipe for moving towards the countryside The mobile world's goal in the next three to five years is to open between 700 and 1,000 supermarkets in rural areas across the country." - In business, take the customer as the foundation for growth Understanding customers will help create trust and trust in your company Businesses must stand from a customer perspective to feel that it is the first step of the "customer-centric" process, based on which to make business decisions For example, the Mobile World cannot sell an iPhone with a different feature or quality than the competition So the difference will not be in the product but in the customer experience - Offer promotions and tricks in attractive ads to attract customers to come and experience, thereby gaining more customer information and then remarketing to customers by phone or social network to those who have made a purchase and have not purchased more attractive information from their service - Create viral advertising pages for customers to pay attention and always remember their store REFERENCE - The content of the subject of marketing principles of Mr.Sang - Reference websites: QUANG ANH – IGENZ, (March 16, 2022) Marketing strategy of Mobile World Retrieved June 16, 2022 from: https://igenz.net/chien-luoc-marketing-cua-the-gioi-di-dong/ 13 0 Tieu luan Le Huong Khanh Chi, (October 23, 2018) Explaining the success of Mobile World Retrieved June 17, 2022 from https://www.brandsvietnam.com/congdong/topic/13075-Ly-giai-su-thanh-cong-cua-Thegioi-di-dong 14 0 Tieu luan ... According to you, what does this marketing situation relate to in which contents in principles of marketing course? The marketing situation of Mobile World Joint Stock Company related to the content. .. with the Bigphone mobile device retail chain in Cambodia Headquarters of Mobile World Joint Stock Company in Ho Chi Minh City 0 Tieu luan Analysis of the Mobile World'' s Marketing Mix Strategy The. ..TABLE OF CONTENTS Copy content about situation of marketing success or failure in a real company Please describe the situation of marketing success or failure in a real company you know (In real