Research rationale
Samsung Corporation, one of the world's largest technology companies, embodies growth and eternity in its name The company is continuously evolving and diversifying its product offerings in a highly competitive global market To solidify its position and elevate its 3-star brand, Samsung invests in research and development, launching innovative electronic products such as folding phones and leading the market in LCD screens and televisions from 2008 to 2021 Notably, in 2021, Samsung accounted for 20% of Vietnam's total exports, showcasing its significant impact on the economy.
To connect its brand more closely with consumers, Samsung faces the challenge of allowing them to engage with its technological innovations amidst a market filled with various brands like Apple, LG, and Sony This competitive environment often leads consumers to make choices in a comparative manner However, Samsung remains committed to its market leadership through the creation of the "One Samsung" ecosystem, which offers an immersive experience into the world of technology and the narratives behind each product This initiative is exemplified by the Technology Experience Center, with four locations globally, including the Samsung 68 center in Vietnam, allowing local consumers to fully appreciate Samsung's offerings.
The author explores strategies for operating a tech experience center, a novel concept in today's omnichannel landscape Samsung 68 represents a new business model that must effectively promote its brand and products across multiple channels Ensuring seamless connectivity of brand solutions throughout the customer journey is crucial, as it mitigates the risks of ineffective marketing expenditures The challenge lies in bringing Samsung 68 closer to customers while optimizing marketing costs and maintaining effective multichannel engagement This necessity underpins the author's decision to focus on "Assessing and Selecting of Omnichannel" strategies.
Strategy for Samsung Technology Experience Center - Samsung 68"
Research objective
Analyze marketing activities and omnichannel usage situation at Samsung 68, find out the inappropriate points and choose the appropriate Omnichannel strategies for the Technology Experience Center - Samsung 68
Propose necessary solutions so that Samsung 68 can maximize the benefits of marketing activities through Omnichannel strategies
Use the Fuzzy TOPSIS method to evaluate and find the right Omnichannel platform, through criteria suggested by experts.
Object and scope of research
Research object: Omnichannel marketing activities of Samsung Technology Experience Center – Samsung 68
Research scope: Research at Samsung Technology Experience Center - Samsung 68 and Samsung Vietnam from June 2022 to present
Research methodology
This article discusses the methods of analysis and synthesis employed to evaluate the communication situation of the center in relation to the market By utilizing statistical techniques and synthesizing data from the center's reports from June 2021 to the present, we aim to gain insights into future market trends and communication strategies.
Effective document collection methods include utilizing online searches, reviewing newspapers, and conducting desk research to synthesize and select relevant information This approach provides a comprehensive overview for analyzing communication strategies for the center.
The observation method involved directly monitoring distribution channels and the operational progress of the operation block, alongside evaluating communication activities This approach facilitated an assessment and allowed for the formulation of personal insights regarding the center's communication strategies.
Quantitative method: Survey/interview experts to calculate criteria by Fuzzy TOPSIS and find the right platform for the center
The Fuzzy TOPSIS method is an effective approach for selecting the ideal Omnichannel platform by utilizing expert input to establish evaluation criteria This method involves assigning weights to each platform and identifying the criterion that yields a value closest to 1, ensuring a comprehensive assessment of options.
Research structure
The structure of the study is divided into four main parts:
Chapter 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER – SAMSUNG 68
Chapter 3: THE STATUS OF OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68
Chapter 4: PROPOSED SOLUTIONS FOR OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68
INTRODUCTION TO SAMSUNG TECHNOLOGY
Overview of Samsung Vina Electronics Co., Ltd
1.1.1 History of formation and development
Samsung Vietnam is known as the company manufacturing electronic products of
Samsung group With the success of the electronics business, Samsung is a leader in the technology industry and currently ranks in the Top 10 globally recognized global brands
In 2008, Samsung Group received an investment license to establish operations in Vietnam, leading to the creation of its first mobile phone factory, Samsung Electronics Vietnam (SEV), in Bac Ninh.
Following SEV in Bac Ninh, in 2013, Samsung continued its plan to expand the construction of Samsung Electronics Vietnam Thai Nguyen (SEVT) factory in Thai Nguyen
Samsung Group is significantly expanding its operations in Vietnam, focusing on mobile phone manufacturing Samsung Vina Electronics, located at Bitexco Tower in Ho Chi Minh City, oversees the company's sales and marketing efforts in the region.
SAMSUNG Vina, located in Vietnam, specializes in the manufacturing and sale of a wide range of audiovisual products, including LCD TVs, Plasma TVs, Slim Fit TVs, and CRT TVs Additionally, the company offers home theater sound systems, DVD players, washing machines, refrigerators, air conditioners, computer monitors, mobile phones, printers, hard drives, and optical drives.
5 only produces for the needs of the domestic market, but also exports products Serving the Africa, Middle East and Philippines markets
SAMSUNG leads in digital technology and deeply understands consumer needs, ensuring that its products feature the latest innovations and aesthetic designs that enhance a stylish and enriched lifestyle for consumers.
In the past 11 years, SAMSUNG Vina's domestic sales increased from $9 million in
1996 to $330 million in 2006; Export revenue increased from 2 million USD in 1996 to
69 million USD in 2006 On average, SAMSUNG Vina contributes over 13 million USD to the State budget every year
Currently, SAMSUNG Vina holds the No 1 market share in LCD TVs, Flat TVs, Computer monitors and ranks No 2 in the mobile phone market
1.1.2 Samsung Marketing Strategy and Service Experience Center in Vietnam
Samsung always has a large investment in Sales & Marketing, as evidenced by 04 top- notch technology experience centers in the world, including:
Figure 1.2: Samsung 837 Service Technology Experience Center (USA)
Source: https://www.businessinsider.com/samsung-837-store-doesnt-try-selling- anything-2018-1
Figure 1.3: Samsung KX Service Technology Experience Center (UK)
Source: https://www.visitlondon.com/things-to-do/place/48554040-samsung-kx
Figure 1.4: Samsung Zeli Service Technology Experience Center (Germany)
Source: https://www.alamy.com/stock-photo-samsung-flagship-store-in-zeil-frankfurt- am-main-germany-117561122.html
Figure 1.5: Samsung Service Technology Experience Center 68 (Vietnam)
Source: https://www.samsung.com/vn/samsung68/about/
Samsung's technology service experience center stands out from typical sales or warranty centers by prioritizing key factors such as architecture, location, facilities, space, and personnel This innovative environment allows consumers to comfortably engage with products while participating in a diverse range of activities and unique events Visitors can fully immerse themselves in Samsung's technological offerings, all backed by an exceptional level of service.
Samsung enhances consumer experiences globally by showcasing its products and services in strategically located exhibitions, reinforcing its brand and technological prowess.
Samsung 68 and the great role for Samsung
1.2.1 History of formation and development
Samsung 68 located at Bitexco Tower, District 1, Ho Chi Minh City, opened on March
Opened on November 15, 2019, Samsung's first technology experience center in Asia is one of four major locations worldwide This innovative exhibition space allows users to explore Samsung's diverse ecosystem and engage with cutting-edge products and technologies, ensuring they stay at the forefront of technological advancements.
8 of the trends and enjoy the value that Samsung brings to everyday life With an area of
1010 square meters, divided into 2 floors including ground floor and first floor, Samsung
Showcase allows visitors to explore Samsung's most innovative technologies, featuring the latest in mobile devices, audio-visual equipment, and home appliances It also includes conceptual products that are not yet available on the market.
Samsung Showcase is set to become the emblem of Ho Chi Minh City's technological landscape, blending art, entertainment, sports, health, and cuisine through advanced technology This innovative space prioritizes user experience and serves as a gateway to harnessing the future of Samsung's technologies It aims to inspire the younger generation, unlocking their creative potential and encouraging them to push beyond their limits.
Samsung is committed to delivering high-quality products and services while upholding corporate citizenship and ethical standards The company prioritizes environmental care and the health and safety of its customers and employees as part of its corporate social responsibility Guided by its five core values—People, Excellence, Change, Integrity, and Co-Prosperity—Samsung integrates these principles into its service, sales processes, and personnel training.
Figure 1.6: 5 core values of Samsung
Samsung's global presence is rooted in a rich culture that emphasizes consistency across all locations By highlighting and promoting its five core values, Samsung enhances brand recognition and fosters customer trust, ensuring a secure and positive shopping experience.
More than a showroom, Samsung 68 will open for you a journey of discovery full of top-notch experiences, with attractive perks, such as:
Diverse ecosystem brings new technology to Vietnam
Samsung Showcase features a cutting-edge technology ecosystem that spans 1,010 square meters across two floors It includes 18 interactive experience areas divided into four distinct zones: smartphones, living space, family corner, and digital entertainment, creating a unified and futuristic environment for visitors.
Spaces to experience technology in a different way
Samsung Showcase features a luxurious and futuristic design, setting it apart from typical product experience spaces Visitors can immerse themselves in a unique environment that showcases a life interconnected with various spaces.
● Mobile device experience space: This area converges Samsung's quintessence in smartphone, tablet and smart wearable products
Transform your living room into an inspiring space that embodies the future with high standards of sound and image Guests can enjoy the latest television models and advanced audio technology from Harman Kardon, creating an electronic ecosystem that redefines modern living.
Discover the innovative smart kitchen at the Samsung Showcase, designed to inspire visitors with unique recipe ideas through advanced technological gadgets This interconnected ecosystem of products creates a seamless and intelligent cooking environment, enhancing the overall kitchen experience for users.
Experience an extraordinary virtual reality entertainment space where visitors can engage in premier games enhanced by cutting-edge 4D technology This innovative blend of physical elements and virtual reality delivers a truly immersive multi-sensory entertainment experience.
LITERATURE REVIEW
Definition of Omnichannel Marketing
Retailing has experienced significant transformation over the last two decades, primarily driven by the rise of direct-to-consumer online channels and advancements in information technology Today's consumers utilize multiple channels simultaneously for their purchasing decisions, frequently engaging in practices such as ordering online and picking up in-store, or comparing prices via mobile devices while shopping This shift has blurred the lines between online and offline shopping experiences As brick-and-mortar traffic stagnates or declines, online sales are witnessing rapid growth Consequently, businesses must abandon the traditional separation of websites, mobile apps, and physical stores, and instead adopt a cohesive omnichannel marketing strategy to effectively meet consumer needs.
Understanding the concept of omnichannel is crucial for managers, as it enables them to effectively leverage it for enhanced value creation and capture (Shahriar Akter, 2021) Omnichannel focuses on providing customers with a cohesive and consistent buying experience across all platforms and devices This approach ensures a seamless shopping journey, blurring the lines between physical and online interactions (Ishfaq et al., 2016; Galipoglu et al., 2018).
Figure 2.1: The shift of marketing from traditional to Omnichannel
2.1.2 Difference between Omnichannel and Multichannel
The retail landscape has undergone significant transformation over the last ten years, as highlighted by Peter C Verhoef, P.K Kannan, and J Jeffrey Inman (2015) The emergence of online shopping, along with mobile and social media channels, has reshaped retail business models, altered the retail mix, and influenced consumer behavior.
So, what is the difference between Omnichannel and Multichannel Retail?
Multichannel retailing refers to the practice of selling products through various channels, allowing customers to purchase items based on their preferences, whether online or in-store This approach, which emerged to help traditional retailers compete with e-commerce, is characterized by limited customer and retailer control over channel interactions and integration (Beck and Rygl, 2015) Initially, distinct management goals were established for each channel, enabling them to operate independently (Chatterjee, 2010b; Verhoef et al., 2015) However, this often led to inconsistent pricing, promotions, and branding across different channels, negatively impacting the overall customer experience.
13 customer experiences (Wilding, 2013) and even competition between the retailer's own channels (Piotrowicz and Cuthbertson, 2014)
Consumers need to change their mindset from focusing on individual channel preferences to recognizing all channels as integral components of a unified brand experience, especially with the increasing significance of mobile platforms as key consumer touchpoints.
Multichannel marketing faces several limitations, including the siloing of channel utility, which restricts the effectiveness of individual channels Additionally, the narrow scope of each channel can hinder overall marketing success A lack of integration among channels and touchpoints during the buying process further complicates the customer journey Moreover, there is often insufficient consideration of how channels impact the brand experience both independently and collectively (Cummins et al., 2016; Rangaswamy and van Bruggen, 2005).
Figure 2.2: Compare Multichannel with Omnichannel
Omnichannel retailing enables the sale of goods and services across all popular channels, providing customers with the ability to engage in seamless interactions while allowing retailers to maintain comprehensive control over channel integration This strategy emphasizes a holistic perspective on all available channels, facilitating smooth transitions for customers between various platforms such as manufacturer websites, retailer apps, and pick-up locations.
An effective marketing strategy encompasses 14 essential channels that necessitate ongoing management (Verhoef et al., 2015) To optimize the customer experience, these channels frequently interact and are utilized together, enhancing overall engagement and effectiveness (Verhoef et al.).
Omnichannel strategies stand out by prioritizing consistency in customer interactions and enhancing overall customer experience, rather than merely focusing on specific channels This approach offers customers significant advantages, including improved information visibility, cost savings, and convenience, ultimately leading to optimized sales across various channels As a result, companies can simplify and enhance their management processes, making them more effective in meeting customer needs.
Anna Claudia Pellicelli (2023) highlights that adopting an omnichannel approach significantly enhances customer management processes, including customer care, marketing, and sales By implementing omnichannel customer service, businesses can realize both measurable and intangible advantages, as demonstrated by companies that have successfully embraced this strategy.
Improved customer experience: Omnichannel marketing enables businesses to provide a seamless and consistent experience across all channels, resulting in higher customer satisfaction and loyalty
Increased sales: By offering customers multiple channels to purchase products, businesses can increase their sales opportunities and reach a wider audience
Better customer insights: Omnichannel marketing allows businesses to gather more comprehensive data about their customers, which can be used to improve targeting and personalize marketing campaigns
Greater efficiency: By integrating and automating various marketing channels, businesses can operate more efficiently and save time and resources
Competitive advantage: Companies that adopt omnichannel marketing strategies can differentiate themselves from competitors and gain a competitive edge in the marketplace
Figure 2.3: Omnichannel order rate higher than Signal channel (0.83% vs 0.14%) in 2021
Theoretical foundations of Omnichannel Marketing Strategy
2.2.1 Factors affecting the choice of Omnichannel Strategy
The Omnichannel retail strategy has revolutionized the retail industry by integrating all customer touchpoints into a cohesive experience This approach enhances channel integration from the retailer's viewpoint while providing a seamless shopping experience for customers, as highlighted by Aregu Asmare and Shimelis Zewdie (2021).
There are several factors that can affect the choice of an omnichannel strategy for a business Here are some of the most important ones:
Understanding customer preferences is crucial for developing an effective omnichannel strategy By analyzing customer behavior, businesses can identify preferred communication channels, desired interaction methods, and expectations for the shopping experience.
Business objectives are crucial in shaping an effective omnichannel strategy For instance, if your primary goal is to boost sales, prioritizing social media platforms and mobile applications, which resonate well with younger audiences, could be a strategic choice.
When considering an omnichannel strategy, businesses must evaluate the costs and resources needed for implementation It's crucial to assess whether they possess the necessary capital and resources to invest effectively, as well as to analyze if the anticipated return justifies the investment.
Implementing an effective omnichannel strategy demands sophisticated and often costly technology Businesses should assess their existing technological framework to identify if it can support an omnichannel approach or if new investments in technology are necessary.
Competition in the market significantly impacts the selection of an omnichannel strategy Companies must assess their competitors' approaches and identify ways to stand out by delivering an enhanced omnichannel experience for their customers.
Consistent and relevant content across multiple platforms fosters emotional connections with customers, leading to loyalty even in a competitive landscape This approach greatly enhances the strength of customer relationships.
Implementing a successful omnichannel strategy enables companies to build a strong reputation that cultivates customer trust This trust encourages repeat visits and motivates customers to advocate for the brand, ultimately enhancing its overall reputation.
Provides you with a competitive edge:
Maintaining a consistent and customer-focused brand presence across both physical and digital platforms fosters deeper customer relationships over time, which is essential for acquiring and retaining clients in a competitive market.
Afterwards, surpassing the competition only requires utilizing appropriate data to inform your strategy For instance, you could consider:
● Overhauling your customer care strategy to provide an exceptional experience that exceeds customers' expectations
● Highlighting customer feedback on your services in your marketing campaigns
● Enhancing the convenience and reliability of the shopping experience to minimize obstacles to sales
Affects the increase in sales:
Combining a top-notch brand experience with a unique competitive advantage results in a powerful sales funnel Adopting an omnichannel strategy for marketing, sales, and customer support is essential for building extensive connections A recent Sprout survey from Q1 2023 reveals that 77% of customers are more likely to increase their spending with brands they emotionally connect with.
Fuzzy TOPSIS Method for Multi Criteria Decision Making
The theory of fuzzy sets, introduced by L A Zadeh in 1965, aims to address the ambiguity inherent in human thinking by employing mathematical tools that reflect subjectivity and uncertainty (Tham Thi Than et al., 2019) Unlike traditional set theory, which operates on clear-cut membership, fuzzy set theory recognizes that real-world membership can be ambiguous, with certain sets exhibiting vague boundaries This approach acknowledges that fuzzy sets consist of collections of objects with indistinct boundaries, where the transition between membership and nonmembership is gradual rather than abrupt (J Maiers and Y S Sherif, 1985).
During the 1960s and 1970s, the theory of fuzzy logic faced slow acceptance; however, its practical applications in fuzzy rule-based systems for controlling technological processes, particularly in the latter half of the 1970s, significantly boosted interest in the field Notable successes in fuzzy control, especially in Japan with applications in heating systems and cement factories, highlighted its effectiveness and contributed to its growing popularity.
The 1980s saw a surge in research and interest in machines, video cameras, cranes, and subway trains, leading to approximately 4,000 publications by 1984 This number skyrocketed to over 30,000 by the year 2000, highlighting the growing significance of these technologies.
In 1992, the fields of fuzzy set theory, neural networks, and evolutionary computing, also known as genetic algorithms, were collectively termed 'computing intelligence' during simultaneous conferences held in Europe, Japan, and the United States These methodologies collaborate to effectively address uncertain and inaccurate information Additionally, the term 'soft computing' refers to a set of techniques that emphasize managing uncertainty and imprecision (H.-J Zimmermann, 2010).
Fuzzy TOPSIS, or Technique for Order Preference by Similarity to Ideal Situation, is an effective method for evaluating multiple alternatives based on specific criteria This approach identifies the option that is nearest to the Fuzzy Positive Ideal Solution (FPIS), which signifies the optimal performance values, while being the farthest from the Fuzzy Negative Ideal Solution (FNIS), representing the least favorable outcomes The subsequent sections will detail the key steps in implementing fuzzy TOPSIS.
Some previous studies using Fuzzy TOPSIS method:
● Application of fuzzy TOPSIS method for risk evaluation in development and implementation of solar park in India (N Ranganath et al., 2022)
● Group decision-making based on pythagorean fuzzy TOPSIS method
(Muhammad Akram, Wieslaw A Dudek and Farwa Ilyas, 2019)
● A Fuzzy Topsis Approach For Logistics Center Location Selection (Burak
Process of Fuzzy TOPSIS method:
(1) Fuzzily all input values into fuzzy membership functions
(2) Execute all applicable rules in the rule base to compute the fuzzy output functions
(3) De-fuzzily the fuzzy output functions to get "crisp" output values
Figure 2.3: Steps to perform Fuzzy TOPSIS
Source: Self-collected based on Muhammad Akram et al., 2019
The interval-valued fuzzy version of the TOPSIS method is summarized as a series of successive steps:
Construct a decision matrix that lists the relevant criteria and alternatives to be evaluated
Step 2: Create the normalized decision matrix
Based on the positive and negative ideal solutions, a normalized decision matrix can be calculated by the following relation:
𝑎 𝑖𝑗 ) ; 𝑎 𝑗 − = 𝑚𝑖𝑛 𝑖 𝑎 𝑖𝑗 ; Negative ideal solution Step 3: Create the weighted normalized decision matrix
Form a committee of decision maker
Evaluate the ranking of each criterion according to their importance
Normalize the aggregated fuzzy importance weight for each criterion
Form a decision matrix Normalize the decision matrix
Construct the weighted normalized fuzzy decision matrix
Determine the fuzzy positive and negative ideal solution Calculate the fuzzy distance of each alternative
Calculate the fuzzy closeness coefficient and defuzzify it
Rank the alternatives according to their closeness coefficient
To calculate the weighted normalized decision matrix, each criterion's weight in the normalized fuzzy decision matrix is multiplied, taking into account the varying significance of each criterion.
𝑣̃ 𝑖𝑗 = 𝑟̃ 𝑖𝑗 𝑤̃ 𝑖𝑗 Where 𝑤̃ 𝑖𝑗 represents weight of criterion 𝑐 𝑗
Step 4: Determine the fuzzy positive ideal solution (FPIS, A*) and the fuzzy negative ideal solution (𝐹𝑁𝐼𝑆, 𝐴 − )
The FPIS and FNIS of the alternatives can be defined as follows:
Where 𝑣̃ 𝑖 ∗ is the max value of i for all the alternatives and 𝑣̃ 1 − is the min value of i for all the alternatives B and C represent the positive and negative ideal solutions, respectively
Step 5: Calculate the distance between each alternative and the fuzzy positive ideal solution 𝐴 ∗ and the distance between each alternative and the fuzzy negative ideal solution 𝐴 −
The distance between each alternative and FPIS and the distance between each alternative and FNIS are respectively calculated as follows:
𝑆 𝑖 − = ∑ 𝑛 𝑗=1 𝑑(𝑣̃ 𝑖𝑗 , 𝑣̃ 𝑗 − ) i=1,2,…,m d is the distance between two fuzzy numbers , when given two triangular fuzzy numbers (𝑎 1 , 𝑏 1 , 𝑐 1 ) and (𝑎 2 , 𝑏 2 , 𝑐 2 ), e distance between the two can be calculated as follows:
3[(𝑎 1 − 𝑎 2 ) 2 + (𝑏 1 − 𝑏 2 ) 2 + (𝑐 1 − 𝑐 2 ) 2 ] Note that 𝑑(𝑣̃ 𝑖𝑗 , 𝑣̃ 𝑗 ∗ ) and 𝑑(𝑣̃ 𝑖𝑗 , 𝑣̃ 𝑗 − ) are crisp numbers
Step 6: Calculate the closeness coefficient and rank the alternatives
The closeness coefficient of each alternative can be calculated as follows :
21 The best alternative is closest to the FPIS and farthest to the FNIS
THE STATUS OF OMNICHANNEL MARKETING AT
Marketing Offline
Special events held at Samsung 68 are an opportunity for customers to freely interact and create with top-notch products and technologies in the complete Samsung ecosystem
3.1.1 Product launch and promotion events
Samsung consistently unveils a diverse range of products each year, including refrigeration, home appliances, audio-visual equipment, and smartphones As a result, Samsung 68 has emerged as a premier venue for hosting promotional events and phased product launches.
Figure 3.1: New Galaxy S23 Series was first launched at a press conference at
In 2022, the launch of various smartphone products will follow three distinct marketing stages: first, a press conference involving journalists and key opinion leaders (KOLs) to share essential product information with consumers; second, a large-scale Real Life Activation designed for widespread visibility; and third, in-store activations that allow users to experience the products firsthand.
3.1.2 Tour linking Samsung with customers and enterprises
Samsung 68 is always looking for and ready to welcome customers and partners to visit and experience technology and services at the showcase Here, customers or partners after registering the time and number of invited guests will receive a response email from Samsung 68
Figure 3.2: “Tech With GenZ” tours held at Samsung 68
A warm welcome and meticulous preparation at a technology experience center enable customers and partners to fully grasp the professionalism of the environment This immersive experience not only fosters cooperation opportunities but also boosts Samsung's brand awareness, paving the way for lasting relationships with a diverse range of businesses, from large corporations to smaller enterprises.
Figure 3.3: “Tech With GenZ” tours held at Samsung 68
Samsung 68 not only offers experience services but also serves as a key distributor of B2B, B2C, and D2C products, featuring enticing promotions that capture customer interest Additionally, their warranty and repair services are readily available, ensuring that customer needs are met effectively and efficiently.
Figure 3.4: The first customers to own the New Galaxy S23 Series at Samsung 68
3.1.4 The event responds to the major activities of the year
Samsung consistently demonstrates its commitment to preserving Vietnamese national identity through a variety of marketing activities aligned with significant national holidays and events These include celebrations for Vietnam Teachers' Day on November 20, the Lunar New Year, the Mid-Autumn Festival, Back to School Day, and support for the Vietnam National Team during football tournaments.
Figure 3.5: Xmas was held at Samsung 68
These activities often bring a large amount of traffic for Samsung 68: Traffic increased from 582 turns to 1690 turns during Christmas
Figure 3.6 – 3.7: Compare the number of customers coming to Samsung 68 during Christmas and weekdays
The Samsung 68 events, conveniently located at the Bitexco building near Nguyen Hue pedestrian street in District 1, attract both familiar and new customers This prime location enhances accessibility, allowing participants to easily engage in activities that showcase Samsung's innovative products and ecosystem Attendees can enjoy check-in opportunities and interactive games, creating an enjoyable atmosphere that promotes technology while leaving a lasting impression.
Figure 3.8: Team Unstoppable was held at Samsung 68 with the participation of
Former General Director of Samsung Vina – Kevin Lee
Samsung 68 consistently ranks as a top choice for major events hosted by Samsung Vietnam With significant media investment and high-profile occasions, it presents a valuable opportunity for Samsung 68 to enhance its visibility and reach a wider audience.
Marketing Online
An experience center, particularly one of Samsung's four global locations, must maintain an active Facebook page for ongoing updates and engagement Due to various challenges, the Samsung 68 fan page underwent a complete overhaul Since June 2022, it has garnered 1,000 likes and 1,200 followers, indicating a positive trend and promising potential for future growth and development.
Figure 3.9: Samsung 68 official Facebook page updated from 06/2022
Currently, Samsung 68 is effectively leveraging extensive promotion strategies to attract potential customers through Facebook, particularly through visits to universities, which significantly boost fanpage likes Despite opting out of Facebook Ads, Samsung faces challenges in establishing its brand from the ground up; however, it has successfully utilized word-of-mouth marketing to enhance brand visibility and attract a substantial customer base Prioritizing quality over quantity, Samsung 68 emphasizes its core values to build prestige and effectively engage customers.
Figure 3.10: Number of reach and visits to Samsung 68's Facebook page in
At the end of the year, particularly during major festivals like Christmas and Tet, the showroom experiences a significant surge in traffic, peaking at approximately 1,400 hits in a single day This increase is driven by various offline marketing programs that draw considerable customer interest, alongside enticing year-end promotions Leveraging the strength of its fanpage, Samsung 68 capitalizes on this opportunity to maximize its customer base and boost revenue for the showroom.
Figure 3.11: Consumer interaction for content marketing at Samsung 68
The content shared on the Samsung 68 fanpage primarily consists of product promotions, official updates from Samsung, and weekly tour summaries While this approach meets consumer needs, it lacks depth, which may deter customers from engaging further Additionally, the fanpage's content is predominantly photo-based, with limited innovative or popular video content, posing a risk of losing potential new customers.
3.2.2 Promote through Tiktok, Youtube platforms
In addition to the sales website and fanpage, Samsung 68 also constantly updates information and new events, especially in accordance with new trends to promote the brand widely to users
YouTube serves as a powerful platform for brand development, especially with the rising popularity of short videos among consumers Samsung 68 consistently updates its content with well-crafted short clips that are visually appealing and easy for viewers to discover, ensuring a lasting impression.
Figure 3.13: Samsung 68's Youtube account with various content videos
Analysis of marketing strategy of Samsung 68 according to the 4P model
In order to make the most of the resources and support from Samsung Vietnam, the marketing activities and strategies of Samsung 68 are also applied in a timely and effective manner
Samsung has increasingly focused on the direct-to-consumer (D2C) sales model, distinguishing it from traditional distribution methods In recent years, the company has established its own dedicated sales website and partnered with major e-commerce platforms like Shopee, Lazada, and Tiki This strategy has proven effective, as evidenced by the high consumption of Samsung's electronic products on Shopee, where they rank among the top-selling items.
Let's take a look at Samsung's outstanding products in Vietnam market:
● Smartphones, tablets, laptops and accessories included
● Household appliances such as refrigerators, washing machines, vacuum cleaners, air purifiers, cooking appliances
● TV, audio and video equipment, accessories
Samsung 68 takes advantage of being the only genuine direct distribution channel of Samsung in Vietnam, with the quality and prestige that it brings, the products that Samsung 68 distributes will be special and completely different, compared to other
33 products on the market Products have clear origin, genuine warranty and easy quality control
The D2C model empowers businesses to effectively manage their product supply chain, enabling them to produce, operate, and distribute products directly to consumers This direct approach allows brands to maintain control over quality and service, ensuring a better experience for users when they receive their products.
Samsung 68 is leading the way in the D2C (Direct to Consumer) sales model, leveraging the "One Samsung" strategy to enhance customer value We recognize that many Vietnamese consumers perceive genuine products as costly and hard to obtain Samsung 68 addresses these concerns by offering high-quality products at competitive prices, making it easier for customers to access authentic goods without breaking the bank.
A competitive pricing strategy involves setting product prices based on competitors' pricing within the same market The primary influence on this strategy is market information, which helps businesses understand pricing trends Typically, there are three common methods for pricing products under this strategy.
● Pricing lower than competitors' prices
● Set prices at competitors' prices
● Pricing higher than competitors' prices
Samsung 68 faces significant competition in the market from established players like Dien May Xanh, Thegioididong, and FPT Shop, as well as successful newcomers such as Cellphones and Di Dong Viet This competitive landscape presents substantial challenges for Samsung 68 in maintaining its market position.
Samsung employs diverse competitive pricing strategies across its product range, strategically pricing mobile devices lower than competitors while aligning household and refrigeration products at similar price points to attract customers seeking high-value options.
In addition, a special pricing strategy Samsung 68 offers to customers: Segmented pricing strategy Customers will have many choices and many purchase channels, divided into 3 main customers as follows:
Figure 3.15: Sales sites dedicated to each customer of Samsung 68
Based on this convenience, Samsung 68 is confident about reaching the target customers and using attractive prices for each audience to increase sales
Samsung 68 employs a price skimming strategy, initially setting high prices for new products to target affluent customers and quickly recoup investments while generating profit Once this segment is fully tapped, the company lowers prices to attract customers with less purchasing power As a direct genuine distribution channel for Samsung, Samsung 68's pricing strategy closely aligns with the overall approach of the brand.
Figure 3.16: New products are highly valued by Samsung at first
Source: https://www.gsmarena.com/weekly_poll_samsung_galaxy_s23_series-news-
One drawback of Samsung 68's pricing strategy is its monthly fluctuations, which negatively affect customer experience due to a lack of consistency While customers can purchase Samsung products at a reasonable price, the sales service has received numerous complaints, indicating that the overall customer experience is subpar.
Currently, Samsung 68 is distributed through 2 main places: Online through the website
Samsung is revolutionizing the retail experience by selling products directly at their showroom, which serves not only as a display space but also as a sales point This innovative approach marks a significant shift in how Samsung envisions its future sales strategy.
On the online sales platform "shop.samsung.com," customers can conveniently search for products, access information, and discover promotions During the purchasing process, customers have the option to visit a physical store or seek assistance from staff, as self-ordering is not permitted This platform operates as a distinct system separate from Samsung's main sales website, specifically tied to Samsung 68 accounts.
Figure 3.17: Samsung's online sales website
In the direct sales model at the showcase, customers can order smaller products like the Galaxy S, Galaxy Z, Watch Series, and Buds Series with staff assistance, allowing for immediate pickup However, larger items such as refrigerators, TVs, washing machines, and dryers must be shipped to the customer's address This approach can lead to customer discomfort compared to competitors like Thegioididong, Dien May Xanh, and Nguyen Kim, where customers can select and receive products immediately after payment.
Samsung 68 always tries to create value for customers More than two words "service", it is constantly taking action and making customers always impressed With familiar programs such as new collection, price support for customers when buying high-end products, Samsung 68 also creates special programs and only when going to the showcase will customers receive this offer It's a free, supported screen protector for all customers who come here
Figure 3.18: The program "Renew old" at Samsung 68
Evaluate the advantages and disadvantages
Samsung 68 has revolutionized the technology experience in the Asian market, particularly in Vietnam, by offering more than just a simple transaction This innovative showcase has garnered a remarkable 4.8-star rating on Google Maps, with customers expressing excitement and satisfaction regarding the technology and service experience provided at this location.
Figure 3.19: Samsung 68 gets high ratings at Google Maps
Samsung 68 has effectively organized a variety of events, ranging from large-scale to smaller gatherings, successfully engaging potential new customers aged 18-24 This outreach has been primarily facilitated through their Facebook page and other social media platforms, including TikTok and YouTube.
(3) Great support comes from Samsung Vietnam, a good source of funds to maximize benefits from annual programs and activities
Samsung 68 stands out as the top choice for customers, thanks to its attractive pricing programs and promotions Additionally, the well-trained staff ensures that customers receive accurate and comprehensive information.
(5) Take advantage of the brand awareness to find opportunities to cooperate and promote Samsung 68 through tours organized for university students, businesses and restaurants in Ho Chi Minh City
Samsung 68 effectively leveraged trending hashtags as a key marketing strategy, with the hashtag #Samsung68 currently used approximately 5,300 times This indicates a positive signal for the brand's long-term marketing efforts.
Figure 3.20: Number of users using hashtag #Samsung68 on Facebook
(1) Unclear marketing model and strategy
Samsung 68 is both a showroom and a retail place In addition to being able to take advantage of these to increase brand awareness Besides, it also makes the model and marketing strategy unclear
I should organize activities and develop like a Showcase?
I should organize activities and develop as a retailer?
(2) Failing to take advantage of Samsung's resources and brand power
Samsung, a prominent global brand, has yet to fully leverage its valuable resources, as evidenced by its average daily traffic of only 600 visitors over the past year This figure falls short of expectations for effectively promoting technology to consumers Additionally, the company experienced disappointing sales in March 2023, achieving net sales of just 37%, amounting to 3,481,389,000 VND.
Figure 3.21: Sales in March 2023 of Samsung 68
(3) Inexperienced human resources in Omnichannel marketing
Employees do not have deep experience in marketing, especially do not understand the actual situation, so they cannot come up with solutions and plans to develop and improve
40 marketing effectiveness The keyword "Omnichannel" is quite unfamiliar, for a small organization like Samsung 68, it is even harder to be recognized
(4) Potential customers only stop at the COLD and WARM stages in the marketing funnel
Customer experience can be applied to evaluate the performance and effectiveness of Offline Marketing and Online Marketing as follows:
Samsung 68 has successfully attracted 80-90% of customers to engage in its various programs and events, significantly enhancing traffic and brand recognition This impressive turnout indicates an effective strategy for converting customer groups from COLD to WARM.
Current online customer engagement across platforms like Facebook, TikTok, and YouTube remains low, indicating that this demographic is still in the COLD stage To effectively transition these customers to a WARM status, Samsung 68 must proactively enhance its multichannel outreach and coverage strategies.
Your audience is unaware of you, and you make initial contact
Your audience understands you and are considering a purchase
Your audience is hungry and wants something now, so they buy
Your audience has already bought something from you, and your goal is to get them to return
(5) There is no suitable Omnichannel platform yet
The lack of a cohesive multichannel model results in offline and online marketing efforts operating independently, governed by distinct departments without a centralized Omnichannel platform This disconnection is evident in the low engagement levels across channels, with Facebook garnering 1.2K likes but averaging fewer than 100 interactions per post Similarly, TikTok and YouTube show minimal growth, with only 387 followers after two years and 61 subscribers after three years, highlighting the need for a more integrated approach to enhance channel interaction and performance.
Figure 3.23: Details of Samsung 68's post engagement vs article reach on
PROPOSED SOLUTIONS TO COMPLETE
Building Omnichannel Marketing strategies
4.1.1 Shaping the operating model of the brand
As digital marketing continues to proliferate, businesses like Samsung 68 face heightened competition, making differentiation essential New agents such as CellphoneS and SamCenter have emerged, capturing significant customer interest Today's consumers prioritize affordable, quality products over luxury shopping experiences, shifting their focus from high-end retail spaces to value-driven purchases.
Particularly in Vietnam, with more than 100 stores nationwide, CellphoneS is constantly marketing through online and having many stores also helps this agent's business efficiency higher than many other agents
Samsung 68 requires a rebranding in 2023 to enhance brand recognition and attract more customers A strong brand identity is crucial for businesses, as many find their current branding no longer reflects their values or resonates with their target audience, leading to low brand awareness and engagement challenges.
We need to pay attention to the following:
1 Is your brand message conveyed?
2 Brand positioning for the new year
3 Factors to consider when doing rebranding
After discussing and analyzing the actual situation, some solutions are proposed as follows:
Create a Samsung 68 Core Values and Service Statement, including:
● Relationship development: “One Samsung, all for Customers”
Once the brand positioning is established, the target customers are also selected and planned to reach, including:
● Students: Through affiliate programs and tours at Samsung 68, schools such as
Ho Chi Minh City University of Technical Education, University of Economics, and Pham Ngu Lao Middle School - High School, alongside CPA Australia, have successfully targeted students with Samsung 68 The key products aimed at this demographic include mobile phones, tablets, and wireless headphones.
Samsung 68 has launched a dedicated "Sale Team" focused on connecting with small and medium enterprises, specifically targeting restaurant and hotel entrepreneurs in Ho Chi Minh City.
To effectively engage high-class customers, employees will utilize online platforms such as Facebook and Zalo to identify and connect with potential clients Those who visit the Samsung 68 store will be evaluated and categorized as part of this target demographic.
4.1.2 Focus on increasing personalized services
Omnichannel personalization is one of the hottest marketing trends right now
1 Mapping the Customer Journey and increasing touchpoints
The Customer Journey will simulate the Samsung customer experience over time, establishing a seamless connection between customers and the brand By accurately capturing touchpoints and understanding customer interactions, we ensure consistency across all channels We will create a comprehensive Customer Journey map and analysis that integrates both online and offline purchases.
Samsung 68's marketing funnel indicates that a significant number of customers remain at the COLD and WARM stages, which correspond to AWARENESS and CONSIDERATION To enhance brand awareness and convert unaware consumers into potential customers, our strategy will prioritize two key activities during the Awareness phase.
Facebook Marketing online with minigames:
Create many articles, ideas and reach customers through the main platform, Facebook
Samsung 68 can enhance customer engagement on Facebook by hosting contests, sweepstakes, and promotions, as customers are attracted to exciting offers that are unique Research indicates that discounts and giveaways are the primary motivators for users to follow a brand's Facebook page Additionally, creating interactive contests and games can invigorate Samsung 68's fan page and foster a vibrant community.
Invest in marketing development on Tiktok platform:
With the rise of users comes the necessity for marketing, and TikTok has emerged as a dominant force since its explosive growth in 2019 Now surpassing Instagram and Twitter, TikTok is the most downloaded app globally Given its vast user base, Samsung 68 should prioritize and invest more in this influential platform.
Right when opening the door to welcome brands to join the marketing race on TikTok, a tip from TikTok for brands is “Don’t make ads, make TikTok” Therefore, Samsung
To effectively engage viewers on TikTok, brands like Samsung should avoid overwhelming audiences with aggressive product promotions Instead, products should be seamlessly integrated into relatable narratives, allowing viewers to connect with the message and enhancing brand recall This natural approach fosters a more enjoyable viewing experience and strengthens the audience's memory of Samsung's offerings.
Physical advertising (SMS, Email or phone call ):
To effectively engage customers, Samsung 68 should utilize a mix of online and offline advertising methods, including SMS, email, and phone calls, to promote exciting programs and events Consistent communication is essential for reinforcing Samsung's brand presence, ensuring that customers remember the Samsung 68 image This strategy will facilitate easier access for customers to visit the showcase.
To effectively attract customers to Samsung 68, implementing an email marketing strategy is essential This can begin with a well-crafted email newsletter that highlights current deals and encourages customers to visit the website Additionally, providing relevant information tailored to customer interests can further enhance engagement and drive traffic.
SMS Marketing: Recently, SMS in e-commerce has re-emerged and brought remarkable effects Promoting Samsung 68 products with SMS campaigns is easy and requires little preparation
Then we need to collect data about the customer See how they have feedback, reviews about products, units, service quality, etc
• Does the customer have a positive or negative reaction?
• Is the strategy more effective before or after the change?
To enhance its marketing strategy, Samsung 68 must analyze customer data, including feedback and reactions, to address criticisms and adapt to consumer needs This ongoing process of refinement ensures that the marketing approach remains aligned with customer expectations and preferences.
Changing gifts from the annual event:
At Samsung 68, enhancing customer experience during offline activities is centered on engaging events and thoughtful giveaways Notably, 80% of attendees possess between one and ten promotional gifts, with 53% utilizing these items on a weekly basis This consistent interaction with branded merchandise fosters familiarity and strengthens customer loyalty to the Samsung 68 brand.
Samsung 68 has yet to leverage its financial strength to boost sales effectively Instead of offering costly symbolic gifts for events like Tet and Christmas, which fail to enhance brand recognition, Samsung 68 could redirect funds towards promoting mobile accessories or including promotional vouchers This strategy not only delights customers but also encourages repeat visits as they redeem vouchers from previous gifts By implementing an integrated strategy, Samsung 68 can generate solid leads and ensure positive outcomes from its promotional efforts.
Selecting the right Omnichannel platform for Samsung 68
4.2.1 Evaluate the four most suitable Omnichannel platforms
HubSpot, Salesforce, Synthetix, and Hybrid are leading omnichannel platforms that enable businesses to engage with customers through various channels To select the most suitable platform, it is essential to examine the key differences among these options, which will aid in making an informed decision.
HubSpot is an all-in-one marketing, sales, and service platform that offers multiple omnichannel capabilities including email, live chat, social networking, and more
It offers advanced marketing automation features, such as lead scoring and segmentation, which can help businesses target the right customers with personalized content
HubSpot is suitable for small and medium businesses that need an all-in-one platform to manage their marketing, sales and service activities
HubSpot offers free and paid plans for Marketing, Sales, and Service
● The Marketing Starter plan starts at around $50/month and the Marketing Professional plan starts at around $890/month
● The Sales Starter plan starts at around $50/month and the Sales Professional plan starts at around $500/month
● Service Starter plans start at around $50/month and Service Professional plans start at around $400/month
Salesforce is a powerful CRM platform and is appreciated for its flexibility in customization and integration with other applications and systems
The platform provides tools for customer management, contract management, data analytics, and other features to enhance customer experience and optimize business processes
Salesforce provides Omnichannel solutions to link multiple channels and deliver a seamless customer experience
Salesforce provides a variety of pricing options, including Lightning Professional, Lightning Enterprise, and Lightning Unlimited, with costs beginning at approximately $75 per user per month for the Lightning Professional plan, while the Lightning Unlimited plan can reach several thousand dollars.
Salesforce also offers purchasable extras like extension integration and customization
Synthetix is a cloud-based customer service platform that provides multichannel support through web chat, email, social networking and voice
It provides advanced chatbot and virtual assistant capabilities, such as natural language processing and sentiment analysis, which can help businesses automate routine and advanced customer service tasks agent efficiency
Synthetix is suitable for businesses that need a customer service platform that is easy to deploy and offers advanced automation features
In terms of cost, Synthetix offers different pricing plans including Self-service, Virtual Agent and Human-Assisted
The price of Synthetix depends on many factors, however, on average, from about 15,000 - 20,000 USD/year for the Self-service package, from about 50,000 - 70,000
USD/year for Virtual Agent package and from about 100,000 - 150,000 USD/ year for the Human-Assisted plan
Samsung's Hybrid Omnichannel retail strategy focuses on delivering a seamless and personalized shopping experience across various channels By integrating the advantages of physical stores, online platforms, and mobile devices, Samsung creates a cohesive customer journey Key features of this approach include enhanced accessibility, consistent branding, and tailored interactions that cater to individual customer preferences.
Samsung seamlessly integrates its online and offline channels, allowing customers to effortlessly browse products online, order for in-store pickup, or make direct purchases in-store.
Personalization: Samsung's Hybrid Omnichannel leverages customer data to provide personalized recommendations and offers This ensures that customers are presented with products and services that are tailored to their preferences
Samsung's mobile app seamlessly integrates with its physical stores, enabling customers to browse products, check availability, and make purchases directly from their mobile devices Additionally, the app enhances the shopping experience with augmented reality (AR) features, allowing users to visualize products within their own homes.
In-Store Experience: Samsung's physical stores offer a range of experiences, including product demonstrations, workshops, and repair services Customers can also access Samsung experts who can provide advice and support
4.2.2 Using the Fuzzy TOPSIS method for platform evaluation and selection
Step 2 AHP Determine the weight of the criteria
Rank the platforms to determine the highest ranking platform
Figure 4.3: Steps to proceed with platform selection
The steps to conduct a platform selection assessment are as follows:
Step 2: Determine the weight of the criteria based on the AHP model
Step 3: Apply the FUZZY TOPSIS technique to rank platforms
Table 4.1: Evaluation criteria of platforms
The platform needs to ensure the reliability and safety of information, protect customer and business information from cyber threats
The platform needs to be priced to fit your budget, including deployment, maintenance, and upgrade costs
Harsh S Dhiman and Dipankar Deb
This is one of the important criteria to evaluate the effectiveness of the platform, especially in increasing revenue and profit for businesses
Tzyh-Lih Hsia et al (2020)
The platform should allow the integration of different sales channels to create a seamless shopping experience for customers
Chang et al (2011); Jayshingpure et al (2016) Minhaj and Rakesh (2011)
Customer satisfaction with the purchasing experience is crucial; if customers are dissatisfied, they are unlikely to return, which can negatively impact future sales.
Lourdes Rivero Gutiérrez and Rocio Samino García (2020)
Table 4.2: Details of the decision maker’s team Decision maker Department Experience in years Designation
Nguyen Tri Dung D2C South 20 Head of D2C South
Kim Hansu EStore 8 D2C Group Business
Nguyen Van Luom D2C South 6 D2C Marketing
Truong Thi My Hanh D2C South 11 Team Leader SS68
Vu Thi Yen D2C South 7 General Operation
Nguyen Hoang Phuc D2C South 8 D2C ACT Leader
Nguyen Hong Phat D2C South 7 SEC SS68
There are 5 criteria and 4 alternatives that are ranked based on the FUZZY TOPSIS method The table below shows the type of criterion and weight assigned to each criterion
The following table shows the fuzzy scale used in the model
The evaluation of alternatives based on various criteria is presented in the decision matrix below It is important to note that if multiple experts are involved in the assessment, the matrix reflects the arithmetic mean of their evaluations.
Data Security Cost Sales Compatibility Satisfaction of customers HubSpot (1.000,1.857,3.857) (1.857,3.857,5.857) (2.714,4.714,6.714) (4.143,6.143,8.143) (3.571,5.571,7.286)
Step 2: Create the normalized decision matrix
Table 4.6: The normalized Decision Matrix
Data Security Cost Sales Compatibility Satisfaction of customers HubSpot (0.111,0.206,0.429) (0.317,0.481,1.000) (0.358,0.623,0.887) (0.509,0.754,1.000) (0.410,0.639,0.836)
Step 3: Create the weighted normalized decision matrix
The following table shows the weighted normalized decision matrix
Table 4.7: The weighted normalized Decision Matrix
Data Security Cost Sales Compatibility Satisfaction of customers HubSpot (0.033,0.072,0.171) (0.016,0.048,0.150) (0.072,0.156,0.266) (0.102,0.189,0.300) (0.102,0.192,0.293)
Step 4: Determine the fuzzy positive ideal solution (FPIS, A*) and the fuzzy negative ideal solution (𝐹𝑁𝐼𝑆, 𝐴 − )
The positive and negative ideal solutions are shown in the table below
Table 4.8: The positive and negative ideal solutions
Positive ideal (FPIS) Negative ideal(FNIS)
Step 5: Calculate the distance between each alternative and the fuzzy positive ideal solution 𝐴 ∗ and the distance between each alternative and the fuzzy negative ideal solution 𝐴 −
The table below shows distance from positive and negative ideal solutions
Table 4.9: Distance from positive and negative ideal solutions
Distance from positive ideal Distance from negative ideal
Step 6: Calculate the closeness coefficient and rank the alternatives
The closeness coefficient of each alternative and the ranking order of it are shown in the table below
The Hybrid platform has been selected as the top choice through the Fuzzy TOPSIS method, demonstrating that an ideal platform does not solely rely on low pricing or high data security Unlike HubSpot, which offers low prices but lacks robust data security, or Synthetix, which provides strong data security at a premium cost, the Hybrid platform strikes the perfect balance of affordability, data security, and revenue potential.
In today's market, organizations can easily find and utilize various third-party platforms, with HubSpot and Salesforce being popular choices that offer significant value at an average cost Synthetix distinguishes itself with exceptional security features, regarded as the best among third-party platforms However, experts emphasize that selecting a platform should prioritize data security above all other factors.
Samsung 68's reliance on data security is paramount due to its status as a major corporation, leading to the selection of the Hybrid platform based on five key criteria This criteria-based selection, combined with expert evaluations, enables Samsung 68 administrators to grasp the characteristics and compatibility of each platform with their current needs The successful application of Fuzzy TOPSIS enhances decision-making transparency and certainty, streamlining future selection processes.
The Fuzzy TOPSIS methodology enables businesses to select the most suitable omnichannel platform by transparently and objectively evaluating multiple criteria, even in the presence of uncertain and inaccurate information This strategic decision is crucial for ensuring the success of the business.
Samsung 68 aims to turn its vision into reality through effective marketing activities backed by substantial resources and support A well-defined and professional strategy is essential to maintain the showroom's unique values while also advancing with a Direct-to-Consumer (D2C) sales model for further growth.
Samsung 68 is currently addressing significant weaknesses in its marketing strategies, particularly in offline programs that have not yielded the anticipated results The brand's visibility remains low, with a limited number of customers aware of or visiting Samsung 68, primarily relying on self-sourced customer acquisition Additionally, online marketing efforts are hampered by inexperienced staff and a lack of specialization in contemporary marketing techniques The reliance on manual online marketing methods further prevents Samsung 68 from fully leveraging the power of its brand.
Samsung 68, the world's first sales showroom by Samsung, aims to leverage its unique space to host significant events and programs, catering to the technological needs and passions of both local customers in Vietnam and international visitors.
In the future, evolving trends and technological advancements will reshape consumer needs and perceptions regarding tech products To thrive, Samsung 68 must adopt a flexible and adaptive approach to its marketing strategies Implementing a robust risk control plan will enhance the value of its marketing activities Recognizing the significance of marketing, Samsung 68 should prioritize these efforts, continuously seeking new markets and customers to expand its reach effectively.
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