Khóa luận tốt nghiệp assessing and selecting of omnichannel strategy for samsung technology experience center samsung 68

MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY FOR HIGH QUALITY TRAINING GRADUATE ESSAY TOPIC: ASSESSING AND SELECTING OF OMNICHANNEL STRATEGY FOR SAMSUNG TECHNOLOGY EXPERIENCE CENTER – SAMSUNG 68 Student : Vo Thi Quynh Nhu Student ID : 19124166 Course : 2019 Major : Industrial Management Instructor : PhD Nguyen Phan Anh Huy HCMC, May 2023 TABLE OF CONTENTS INTRODUCTION 1 Research rationale Research objective Object and scope of research Research methodology Research structure CHAPTER 1: INTRODUCTION TO SAMSUNG TECHNOLOGY EXPERIENCE CENTER- SAMSUNG 68 1.1 Overview of Samsung Vina Electronics Co., Ltd 1.1.1 History of formation and development 1.1.2 Samsung Marketing Strategy and Service Experience Center in Vietnam 1.2 Samsung 68 and the great role for Samsung 1.2.1 History of formation and development 1.2.2 Functions and core values 1.2.3 Annual activities CHAPTER 2: LITERATURE REVIEW 11 2.1 Definition of Omnichannel Marketing 11 2.1.1 What is Omnichannel Marketing 11 2.1.2 Difference between Omnichannel and Multichannel .12 2.1.3 Benefits of Omnichannel Marketing 14 2.2 Theoretical foundations of Omnichannel Marketing Strategy 15 2.2.1 Factors affecting the choice of Omnichannel Strategy 15 2.2.2 Benefits of Omnichannel Strategy 16 2.3 Fuzzy TOPSIS Method for Multi Criteria Decision Making 17 2.3.1 Fuzzy set Theory 17 2.3.2 Fuzzy TOPSIS Method 18 CHAPTER 3: THE STATUS OF OMNICHANNEL MARKETING AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68 22 3.1 Marketing Offline 22 3.1.1 Product launch and promotion events 22 3.1.2 Tour linking Samsung with customers and enterprises 23 3.1.3 Sales service and warranty 24 3.1.4 The event responds to the major activities of the year 25 3.2 Marketing Online 27 3.2.1 Facebook Fanpage 27 3.2.2 Promote through Tiktok, Youtube platforms 30 3.3 Analysis of marketing strategy of Samsung 68 according to the 4P model .32 3.3.1 Product 32 3.3.2 Price 33 3.3.3 Place 35 3.3.4 Promotion 36 3.4 Evaluate the advantages and disadvantages 37 3.4.1 Advantages 37 3.4.2 Disadvantages 39 CHAPTER 4: PROPOSED SOLUTIONS TO COMPLETE OMNICHANNEL MARKETING STRATEGY AT TECHNOLOGY EXPERIENCE CENTER - SAMSUNG 68 42 4.1 Building Omnichannel Marketing strategies 42 4.1.1 Shaping the operating model of the brand 42 4.1.2 Focus on increasing personalized services 43 4.1.3 Implement an omnichannel approach 46 4.2 Selecting the right Omnichannel platform for Samsung 68 47 4.2.1 Evaluate the four most suitable Omnichannel platforms 47 4.2.2 Using the Fuzzy TOPSIS method for platform evaluation and selection .49 4.2.3 Implications 55 CONCLUSION 57 REFERENCES 58 NHẬN XÉT CỦA GIÁO VIÊN HƯỚNG DẪN Tp HCM, ngày….…tháng 05 năm 2023 Giảng viên hướng dẫn NHẬN XÉT CỦA GIÁO VIÊN PHẢN BIỆN Tp HCM, ngày …tháng 05 năm 2023 Giảng viên phản biện LIST OF TABLES Table 4.1: Evaluation criteria of platforms Table 4.2: Details of the decision maker’s team Table 4.3: Characteristics of Criteria Table 4.4: Fuzzy Scale Table 4.5: Decision Matrix Table 4.6: The normalized Decision Matrix Table 4.7: The weighted normalized Decision Matrix Table 4.8: The positive and negative ideal solutions Table 4.9: Distance from positive and negative ideal solutions Table 4.10: Closeness coefficient LIST OF FIGURES Figure 1.1: Samsung's official logo Figure 1.2: Samsung 837 Service Technology Experience Center (USA) Figure 1.3: Samsung KX Service Technology Experience Center (UK) Figure 1.4: Samsung Zeli Service Technology Experience Center (Germany) Figure 1.5: Samsung Service Technology Experience Center 68 (Vietnam) Figure 1.6: core values of Samsung Figure 2.1: The shift of marketing from traditional to Omnichannel Figure 2.2: Compare Multichannel with Omnichannel Figure 2.3: Omnichannel order rate higher than Signal channel (0.83% vs 0.14%) in 2021 Figure 3.1: New Galaxy S23 Series was first launched at a press conference at Samsung 68 Figure 3.2: “Tech With GenZ” tours held at Samsung 68 Figure 3.3: “Tech With3GenZ” tours held at Samsung 68 Figure 3.4: The first customers to own the New Galaxy S23 Series at Samsung 68 Figure 3.5: Xmas was held at Samsung 68 Figure 3.6 – 3.7: Compare the number of customers coming to Samsung 68 during Christmas and weekdays Figure 3.8: Team Unstoppable was held at Samsung 68 with the participation of Former General Director of Samsung Vina – Kevin Lee Figure 3.9: Samsung 68 official Facebook page updated from 06/2022 Figure 3.10: Number of reach and visits to Samsung 68's Facebook page in the last 90 days Figure 3.11: Consumer interaction for content marketing at Samsung 68 Figure 3.12: Samsung 68's Tiktok page Figure 3.13: Samsung 68's Youtube account with various content videos Figure 3.14: Samsung products Figure 3.15: Sales sites dedicated to each customer of Samsung 68 Figure 3.16: New products are highly valued by Samsung at first Figure 3.17: Samsung's online sales website Figure 3.18: The program "Renew old autumn" at Samsung 68 Figure 3.19: Samsung 68 gets high ratings at Google Maps Figure 3.20: Number of users using hashtag #Samsung68 on Facebook Figure 3.21: Sales in March 2023 of Samsung 68 Figure 3.22: Customer experience chart Figure 3.23: Details of Samsung 68's post engagement vs article reach on Facebook Figure 4.1: Mapping Customer journey Figure 4.2: Internet economy GMV as of GDP (2018) Figure 4.3: Steps to proceed with platform selection ACKNOWLEDGEMENT First off all, I would like to offer my special thanks to people who have supported and helped me to complete this internship graduate essay My special thanks are extended to my advisor, Mr Nguyen Phan Anh Huy, Lecturer of Ho Chi Minh City University of Technology and Education, for him constant assistance and supervision I have tried to complete this report with full dedication Any kind of comments or suggestions regarding this will be highly appreciated I will strive to use gained skills and knowledge in the best possible way, and I will continue to work on their improvement, in order to attain desired career objectives Quynh Nhu, Ho Chi Minh City, May 03, 2023 INTRODUCTION Research rationale We all know about Samsung corporation - one of the largest technology corporations in the world With a name that has the meaning of growth and eternity, Samsung is constantly developing dramatically, diversifying products and business fields With fierce competition in the global technology market, in order to prove its strength and bring its 3-star brand to the forefront, Samsung is constantly researching and launching disruptive electronic products limited to folding phones, leading in LCD screens and televisions in the period 2008 - 2021, the group's total revenue in Vietnam in 2021 accounts for 20% of total exports, However, to bring its brand closer to consumers, giving them the opportunity to approach and mingle, and enjoy the technological values that Samsung has brought is a difficult thing We often see retailers in Vietnam displaying and selling products from many different brands: Apple, LG, Sony, etc This causes consumers to choose products in a comparative and "market-like" mood Samsung has always been different and has not forgotten its purpose to lead the market, that's why the group has created a "One Samsung" ecosystem Here, we can fully immerse ourselves in the world of technology, understanding the stories behind each Samsung product That ecosystem is called the Technology Experience Center Samsung has created 04 experience centers around the world, and fortunately in Vietnam we are one of them - Samsung 68 The author chose here to research strategies and how to operate a tech experience center (a novel concept) However, in today's omnichannel world, Samsung 68 is a new business model but must promote the brand and market the product (Omnichannel Marketing) to customers on different multichannels At the same time, it is still necessary to ensure the connectivity of all brand solutions and resources throughout the customer journey This makes Samsung 68 face many risks in consuming ineffective marketing costs So how to bring Samsung 68 closer to customers, besides promoting the brand to achieve the highest efficiency, ensuring the maintenance of multichannel with customers and optimizing marketing costs for Samsung? Those are the reasons why the author decided to choose the topic "Assessing and Selecting of Omnichannel Strategy for Samsung Technology Experience Center - Samsung 68"