Winx online bakery final project report

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION  COURSE: ECOMMERCE WINX ONLINE BAKERY FINAL PROJECT REPORT INSTRUCTOR: Ph.D Nguyễn Phan Anh Huy LECTURER COMMENTS ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………… ………………………………………………………… Lecturer's signature CONTENTS PROJECT REPORT MARK CARD SUMMARY 11 CHAPTER INTRODUCTION 12 1.1 Reason for choosing topic 12 1.2 Information about the store: 13 1.3 Product description: 14 1.4 The key to success: 18 1.5 Timeline: 18 CHAPTER MARKET ANALYSIS 20 2.1 Pestle Model 20 2.1.1 What is Pestle? 20 2.1.2 Apply Pestle to Winx Bakery 20 2.2 Analysis of the STP model 21 2.2.1 What is STP model? 21 Which segment brings more value to the business? The business will target that segment Each customer segment is different, and companies will come up with appropriate marketing strategies Market segmentation helps companies determine their market share pie From there, they were optimizing resources, focusing on promoting strengths, assisting businesses to increase competitive advantages in the market 22 2.2.2 Apply STP to Winx Bakery 22 2.3 Five Forces Model 24 2.3.2 Apply Five Forces to Winx Bakery 26 2.3 SWOT analysis 27 2.3.1 What is SWOT? 27 2.3.2 STRENGTHS (S) 28 2.3.3 WEAKNESS (W) 28 2.3.4 OPPORTUNITIES (S) 28 2.3.5 THREATS (T) 29 2.3.6 Strategy to combine SO, ST, WO, WT 29 CHAPTER 3: BUSINESS PLAN 31 3.1 Marketing plan 31 3.1.1 Apply 4Ps strategy 31 3.1.2 Overview of maketing plan 32 3.2 Sales plan 34 3.2.1 Strategy for sales force 34 3.2.2 Build sales strategy 34 3.3 Organizational plan: 37 3.3.1 Import process: 37 3.3.2 Organizational structure 40 3.3.3 Application method: 41 3.3.4 Servive components: 42 3.3.5 Order management: 43 3.3.6 Operating budget: 46 3.3.7 Measure the speed of Website, Fanpage, Youtube Studio 47 3.4 Contingency plan: 48 3.6 Purchase process: 49 3.6.1 Purchase on the website: 49 3.6.2 Purchase through social networks (Facebook, Instagram, Tiktok): 54 3.6.3 Feedback from Customers 55 CHAPTER 4: SYSTEM DESCRIPTION 60 4.1 About website: 60 4.2 Create a website with GoDaddy: 60 4.3 CHATBOT: 71 4.4.1 Use the Pingdom Tool to measure the speed of the website: 74 4.4.2 Use the Google Speed Insights to measure the speed of the website: 75 4.4.3 Use the Youtube Studio to measure the speed of the Youtube channel: 79 CHAPTER 5: CONCLUSION 84 5.1 Achievements, difficulties and advantages in the course of the project 84 5.1.1 Achievements acquired 84 5.1.2 Advantage 85 5.1.3 Difficulties 85 5.1.4 Some future solutions 86 CHAPTER 6: REFERENCES 87 TABLE OF PICTURE Picture 1.0.1 Compare the growth of online business and offline business Picture 1.0.2 Black Diamond - Oreo Cheesecake Picture 1.0.3 Sunflower – Passion Fruit Mousse Picture 1.0.4 Treasure Combo Picture 1.0.5 Purple Moon – Mulberry Mousse Picture 1.0.6 Gantt chart Picture 2.0.1 Porter’s five forces of competitive position analysis Picture 3.0.1 WINX Bakery website on GoDaddy Site Picture 3.0.2 WINX Bakery website on Wordpress Picture 3.0.3 WINX Bakery Fanpage on Facebook Picture 3.0.4 WINX Bakery Instagram Picture 3.0.5 WINX Bakery Tiktok account Picture 3.0.6 WINX Bakery Youtube channel Picture 3.0.7 WINX Bakery website homepage Picture 3.0.8 WINX Bakery website homepage Picture 3.0.9 Ordering interface on WINX Bakery's website Picture 3.0.10 Website quantity check interface Picture 3.0.11 Information filling interface Picture 3.0.12 Interface for checking order information on the website Picture 3.0.13 Interface for checking order information on the website Picture 3.0.14 Confirmation email from WINX Bakery website Picture 3.0.15 WINX Bakery fanpage on Facebook Picture 3.0.16 Send message box on WINX Bakery fanpage Picture 3.0.17 Automatic message from fanpage when a message arrives Picture 3.0.18 Feedback from customers Picture 3.0.19 Feedback from customers Picture 3.0.20 Feedback from customers Picture 3.0.21 Feedback from customers Picture 3.0.22 Feedback from customers Picture 3.0.23 Feedback from customers Picture 4.0.1 GoDaddy website interface Picture 4.0.2 GoDaddy account registration interface Picture 4.0.3 GoDaddy website interface Picture 4.0.4 The interface starts to create Website Picture 4.0.5 Fill in the business description Picture 4.0.6 Name the website Picture 4.0.7 Website editing interface Picture 4.0.8 Website editing interface Picture 4.0.9 GoDaddy's available themes Picture 4.0.10 Edit images for the website 12 15 16 17 18 19 25 44 44 45 45 46 46 49 50 51 51 52 52 53 53 54 54 55 55 56 56 57 58 59 61 62 62 63 63 64 64 65 65 66 Picture 4.0.11 Interface to add products to the menu Picture 4.0.12 Interface for customers to send feedback about the product Picture 4.0.13 Available products in the store Picture 4.0.14 Delivery method editing interface Picture 4.0.15 Turn on the payment feature Picture 4.0.16 Set up a form of payment Picture 4.0.17 Links to social networking sites Picture 4.0.18 Interface after designing and installing features Picture 4.0.19 The interface after publishing the website Picture 4.0.20 Official interface Picture 4.0.21 Fanpage editing interface Picture 4.0.22 Message editing interface Picture 4.0.23 Automatic message setting interface Picture 4.0.24 Automatic message editing Picture 4.0.25 Analysis results from Pingdom Tool Picture 4.0.26 Improve page performance Picture 4.0.27 Response code Picture 4.0.28 Content size by content type Picture 4.0.29 Mobile site speed score analysis Picture 4.0.30 Mobile test data Picture 4.0.31 Diagnostics Picture 4.0.32 Desktop site speed score analysis Picture 0.33 Desktop test data Picture 0.34 Diagnostics Picture 4.0.35 Analyze Youtube channel data Picture 4.0.36 Key moments of audience retention Picture 4.0.37 Engagament Picture 4.0.38 Traffic source type Picture 4.0.39 Traffic source: External Picture 4.0.40 Level of interaction Picture 0.41 View retention rate Picture 0.42 Audience 66 67 67 68 68 69 69 70 70 71 72 72 73 73 74 74 75 75 76 76 77 78 78 79 79 80 80 81 81 82 82 83 SUMMARY Online business is currently a form of business chosen by many young people because it only requires a small investment and is easy to manipulate and trade, but it is profitable Dessert is one of the familiar items, being enthusiastically received by young people The price is reasonable, and the taste is addictive, the variety, the beautiful packaging is easy to attract many young people Mainly focus on students with a large number of potential customers, potentially bringing high profits Social networks are an easy place to reach the target audience Therefore, we chose the online dessert business as the final report of the e-commerce course WINX Bakery is an idea raised by the of us for a long time WINX Bakery, we have five people with different colors and personalities But those colors are strangely harmonious when we have the same idea, the same passion, the same goal - to serve the best quality products to you Our sincere love is sent through each layer of cake, every sip of tea that you will enjoy Reasonable prices, safety and hygiene, product quality, and environmental protection are the criteria that WINX puts on the top Each ingredient in each product is carefully selected, processed, and packaged by us CHAPTER INTRODUCTION 1.1 Reason for choosing topic Currently, Vietnam's snack food market is occupying a relatively high proportion According to data from Mc Kinsey & Company, global sales of online businesses increased sharply from 2011 to 2020 In Vietnam, cakes are the fastest-growing category in 2020 – according to the report "Super profitable in the pastry business? Is it a fact or a rumor" recently published by Salekit, a trusted business management software The image below shows the strong growth of the online business From there, we see that investing online is a fast and intelligent way Picture 1.0.1 Compare the growth of online business and offline business Source: Salekit The increasing demand led to the birth of the pastry supply industry For those interested and passionate but not have business premises, this is an opportunity for them to start an online business in serving desserts Meanwhile, today's customer tastes have changed compared to the past In addition to eating, they also want to have drinks placed in the same place for more convenience than having to buy two types in two different stores From here, we have started to pay attention to the needs of our customers They need products that are convenient but at the same time safe, hygienic, and beautiful Many people also wonder why our group decided to bring such a pastry from the West The first cheesecake may have been created on the Greek island of Samos Cheese molds dating back to around 2,000 BC have been unearthed there As such, cheese and cheese products are most likely thousands of years old In Greece, cheesecake was considered a good energy source, and there is evidence that it was served to athletes during the first Olympic games in 776 BC Greek brides and grooms are said to use cheesecake as their wedding cake However, cheesecake at that time was very simple with ingredients of flour, honey, and cheese Each country in the world also has its own way with this cake Italy uses ricotta cheese, while Greece uses mizithra or feta Germans prefer cheese with cherries as in their famous "Black Forest" version, while the Japanese use a combination of cornmeal and egg whites, even green tea Although they appear in different forms, the main ingredients still follow the same basic foundation: cheese, wheat, and sweeteners From the first version recorded in Samos (Greece) more than 4,000 years ago to the present day, this is still the most loved dessert in the world Since then, this cake has also come to Vietnam and is currently storming the dessert cake market in general because of its simple ingredients that are not picky Compared to other cakes, cheesecake is relatively cheap Just from 27,000 VND to 30,000 VND, you can have a great dessert cake For the above reasons, we choose to sell cheesecake as the main product of the group 1.2 Information about the store: Brand: WINX BAKERY The logo has a simple circle with orange as the primary color Highlighting the image of a cake and teacup designed in a classic style, showing two main product groups with the slogan "every flavor has a story" both evoke familiarity and affirm diversity and style Rich in the bakery's products, along with the story hidden behind the cakes that our team makes Time and place of establishment: In April 2021, our bakery with the brand "WINX Bakery" was established in Linh Trung Ward, Thu Duc City 10 4.4.1 Use the Pingdom Tool to measure the speed of the website: Picture 4.0.25 Analysis results from Pingdom Tool Through the above analysis, Pingdom Tool has given the results that our website has: ● Performance grade: 96 ● Page size: 485.3 KB ● Page load time: 778 ms ● Requests: 23 Picture 4.0.26 Improve page performance 72 Picture 4.0.27 Response code WINX Bakery's website scored 96 (score A) which is very good The responsiveness of the site reached 200 points Picture 4.0.28 Content size by content type 4.4.2 Use the Google Speed Insights to measure the speed of the website: ● On mobile phone: 73 Picture 4.0.29 Mobile site speed score analysis Picture 4.0.30 Mobile test data 74 Picture 4.0.31 Diagnostics ● On desktop: 75 Picture 4.0.32 Desktop site speed score analysis Picture 0.33 Desktop test data 76 Picture 0.34 Diagnostics 4.4.3 Use the Youtube Studio to measure the speed of the Youtube channel: Picture 4.0.35 Analyze Youtube channel data 77 Picture 4.0.36 Key moments of audience retention Picture 4.0.37 Engagament 78 Picture 4.0.38 Traffic source type Picture 4.0.39 Traffic source: External 79 Picture 4.0.40 Level of interaction Picture 0.41 View retention rate 80 Picture 0.42 Audience 81 CHAPTER 5: CONCLUSION The market for the dessert business is increasing in recent years Due to integration, Western desserts are more and more popular and widely available in Vietnam In addition, the Internet, especially social networking sites, is at the peak of development, which is a potential opportunity for WINX Bakery to communicate the group's products to the target group of customers more widely Seizing that opportunity, we decided to choose the business of desserts and fruit tea as the topic of the e-commerce report The team conducted surveys to customer groups of many ages and different professions, analyzed the market to get an overview, and proposed products that the team found highly feasible for consideration and choose to include in the list of products to sell After having positive data from customers, the team established a Facebook fan page and sales websites, analyzing internal and external factors When the group's fan page was completed, we launched the product to potential customers During the group's business process, we always have plans to launch new products as well as marketing and promotion programs The team tried to arrange the time so that the programs and the launch date of new products were spread out to promote the WINX Bakery brand to customers However, there will inevitably be many difficulties and achievements in the business process that, for a young group starting a business, it is a positive sign The team has tried to overcome the team's difficulties to bring WINX Bakery up and perfect 5.1 Achievements, difficulties and advantages in the course of the project 5.1.1 Achievements acquired: - Receive positive feedback from customers after ordering and enjoying WINX Bakery's products; - The products are ordered by customers continuously, and there is no backlog - Quick capital recovery time to get more profit than expected initially after the end of the project; - "WINX Bakery" is known by many customers and has a loyal customer base 82 5.1.2 Advantage: - Simple ingredients are easy to find as well as easy to buy; - The website and fan page system works well, and there are almost no problems about the customer's order being responded to; - Team members are highly responsible, dynamic, and actively contribute youth to WINX Bakery; - The group takes the initiative in a lot of time and is not constrained; - The group has a convenient location for making products, with the maximum help of parents in terms of location and other secondary factors 5.1.3 Difficulties: * Difficulty in choosing business products: Besides, there will be many inadequacies in the development process for a young business like Winx Bakery Especially in terms of products, especially drinks, the group has no experience in the beverage business, so they face many difficulties in terms of taste and drink recipes Through many failed trials, there was little disagreement about the taste of the drink The group opened a survey on people's beverage taste preferences Still, because people did not initially pay much attention to the WINX Bakery brand, many people did not receive the survey results, causing many people to participate The results not define the desired taste of the customer * Product preservation: Because the group's products use fresh ingredients, preservation is difficult Especially preserving strawberries and mulberries, to avoid two types of mulberry fermentation group was very headache Because fermentation will affect the taste of tea and cake, then there is the whipping cream material, especially it cannot be left for more than two days in the refrigerator 83 Otherwise, it will be separated from the water This is also a challenging point for newly established small businesses that not have continuous customer orders * Delivery to customers who lived far away: Due to the time when the team started the project simultaneously as the intense COVID19 pandemic, this is the group's most significant limitation in the combination of offline selling and minimal shipping to customers during the epidemic season The members of the group are all female, the group's bakery is located quite far from the center of Thu Duc city, the orders that are far away to ship are very short, and the group has not yet arranged the shipping support fee for the shipper, so the shipping is very difficult 5.1.4 Some future solutions: * Promote the product to more customers: Increase marketing from website to Facebook to bring images and products to a broader audience Create many promotions that attract customers while strengthening customers' confidence in the product * Orientation in the preservation as well as delivery to customers: For the long-term preservation of products is extremely difficult, the team will switch to selling seasonal cakes All products have a limited time to sell, mainly based on the fruiting season of the fruit The main ingredients of the cake To limit the high price of out-of-season fruit and preserve fruit for a long time, causing damage For delivery to customers far away, the group aims to establish a sales channel on applications with shippers such as Now, Grab Food, Baemin to help the group's cake delivery work and increase the number of customers in the future 84 CHAPTER 6: REFERENCES Anh, N T (2021, June 1) Mẫu tiểu luận kinh doanh nhà hàng tham khảo Được truy lục từ Luanvan1080: https://luanvan1080.com/tieu-luan-mau-cho-de-tai-du-kinhdoanh-nha-hang.html Bun, B (2021, March 18) Cheesecake, bánh hàng ngàn năm lịch sử khắp giới yêu thích Được truy lục từ 2dep: https://2dep.vn/cheesecake-la-mot-mon-trangmieng-duoc-yeu-thich-tren-khap-the-gioi-01106469.html Carsten Hirschberg, A R (2016, November 9) The changing market for food delivery Được truy lục từ MC Kinsey & Company: https://www.mckinsey.com/industries/technology-media-and-telecommunications/ourinsights/the-changing-market-for-food-delivery# Carsten Hirschberg, A R (2016, November 9) The changing market for food delivery Được truy lục từ McKensy & Company: https://www.mckinsey.com/industries/technology-media-and-telecommunications/ourinsights/the-changing-market-for-food-delivery# CGMA (2013, June 11) Porter’s Five Forces of Competitive Position Analysis Được truy lục từ CGMA: https://www.cgma.org/resources/tools/essential-tools/porters-fiveforces.html?fbclid=IwAR3qbva33O1sgYbPM0nGc9o3wL2V0OGIyM28BBlCP3_LGm glKu6-cZNcAqw Daynauan (2021) LÝ DO ĐỂ KINH DOANH BÁNH TẠI TIỆM COFFEE Được truy lục từ Dạy nấu ăn : https://daynauan.vn/tin-tuc/4-ly-do-de-kinh-doanh-banh-tai-tiemcoffee.html Do, N (2020, January 6) Phân tích SWOT gì? Hướng dẫn A-Z dành cho người – 2021 Được truy lục từ GTV: https://gtvseo.com/marketing/swot-la-gi/ Đặng, H (2013, April 7) Bánh phô mai hành trình trở thành tráng miệng u thích Được truy lục từ Thanhnien: https://thanhnien.vn/doi-song/am-thuc/banhpho-mai-va-hanh-trinh-tro-thanh-mon-trang-mieng-duoc-yeu-thich-nhat-797010.html GroupMap (2021) PESTLE Analysis Được truy lục từ GroupMap: https://www.groupmap.com/map-templates/pestleanalysis/?fbclid=IwAR0phrxTKxQCMzxAURxdT_y9pzgwa89Su2M8rFmo4L_Rr2cBl FVI4DmosP8 10 Niệm, K (2019, February 26) Những loại thuế phải nộp bán hàng online Được truy lục từ Law of VietNam: https://luatvietnam.vn/tin-phap-luat/nhung-loai-thue-phainop-khi-ban-hang-online-230-19083-article.html 85 11 Salekit (2020, January 3) Siêu lợi nhuận kinh doanh bánh ngọt? Là thật hay lời đồn? Được truy lục từ Salekit: https://salekit.vn/blog/sieu-loi-nhuan-khi-kinhdoanh-banh-ngot.html 86 ... 3.0.1 WINX Bakery website on GoDaddy Site Picture 3.0.2 WINX Bakery website on Wordpress Picture 3.0.3 WINX Bakery Fanpage on Facebook Picture 3.0.4 WINX Bakery Instagram Picture 3.0.5 WINX Bakery. .. https://www.facebook.com/winxbakery05 Picture 3.0.3 WINX Bakery Fanpage on Facebook Instagram: https://www.instagram.com/winxbakery/ 42 Picture 3.0.4 WINX Bakery Instagram Tiktok: https://www.tiktok.com/ @winx_ bakery_ ?lang=vi-VN... GoDaddy Site: https://winxbakery2.godaddysites.com/ Picture 3.0.1 WINX Bakery website on GoDaddy Site Wordpress: https://winxbakery752958916.wordpress.com/ Picture 3.0.2 WINX Bakery website on Wordpress