Final project report e commerce topic be beo ban hang snack shop

2 Figure 1.3: Bar chart showing the level of interest in factors affecting the purchase of online snacks.... 2 Figure 1.4: Bar chart showing the level of interest in factors affecting th

UNIVERSITY OF ECONOMICS AND LAW FACULTY OF INFORMATION SYSTEMS

FINAL PROJECT REPORT E-COMMERCE

No Full name Student ID Jobs Evaluate

1 Nguyễn Thị Kim Huệ K214060395

Financial plan, Deployment plan, power point

10/10

2 Trương Ngọc Khiêm

Implementation of business plan on website, power point

10/10

Internal Factor, Business strategy, Formatting word, power point

10/10

4 Phan Hoàng Minh Tuấn K214060420

External factors, powerpoint 10/10

5 Nguyễn Hồ Yến Ngân K214061742

Topic review, Revenue model, power point

10/10

i

ACKNOWLEDGEMENTS

Dear Ms Tran Thi Anh,

I would like to extend our sincerest thanks for your guidance and support throughout the semester 2 of 2023 Your dedication to teaching and your expertise in the field of E-Commerce have been truly invaluable to me

Your insightful feedback and constructive critiques have helped me to improve my understanding of E-Commerce concepts and to develop my analytical and problem-solving skills I appreciate the time and effort that you invested in helping me to succeed

in this course

Once again, thank you for your unwavering commitment to your students and for inspiring us to reach our full potential I am grateful for the opportunity to have been your student and to have learned from you

Sincerely,

Group 7

COMMITMENTS

Group 7 hereby declare that the final project of E-Commerce was carried out by

me I affirm that all information, data and results presented in this project are truthful and accurate

I would like to inform that during the research and completion of the project, I have referred to some English sources to supplement my knowledge and provide more accurate evaluations on the project's topic All these sources have been properly cited

in the reference section of the project

I declare that I have completely done the project on my own and have not copied, plagiarized or misrepresented any information from any other sources

I would like to express my sincere gratitude to the guidance and support of my instructor during the project's implementation

Ho Chi Minh City, May 16 , 2023th

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TABLES OF CONTENT

ACKNOWLEDGEMENTS i

COMMITMENTS ii

TABLES OF CONTENT iii

LIST OF TABLES vi

LIST OF FIGURES vii

ABBREVIATIONS OF ACRONYMS x

CHAPTER 1: TOPIC REVIEW 1

1.1 Website Survey On The Field Of Online Confectionery Sales 1

1.2 Reasons for choosing the topic 3

1.3 The Topic Goal: 3

CHAPTER 2: ANALYSIS AND EVALUATION OF FACTORS AFFECTING PLANNING PROCESS 4

2.1 Internal Factors 4

2.1.1 Strengths 4

2.1.2 Weaknesses 8

2.1.3 Opportunities 9

2.1.4 Threats 10

2.2 External Factors 11

2.2.1 Market Analysis 11

2.2.2 Business environment Analysis 15

2.2.3 Competitive Analysis 17

CHAPTER 3: E-COMMERCE BUSINESS PLAN DEVELOPMENT 20

3.1 Business strategy 20

3.1.1 Business project 20

3.1.2 Business objectives 22

3.2 Business model and revenue model 23

3.2.1 Business model 23

3.2.2 Revenue model 24

3.3 Deployment plan 25

3.3.1 Ecommerce Marketing Plan 25

3.3.2 Financial plan 30

CHAPTER 4: IMPLEMENTATION OF BUSINESS PLAN ON WEBSITE 33

4.1 User interaction diagram 33

4.2 Front-end functions 33

4.2.1 Header 33

4.2.2 Footer 33

4.2.3 Sign up/ Sign in page 34

4.2.4 Home page 37

4.2.5 Product page 38

4.2.6 Cart, order, check out page 41

4.2.7 Introduce page 44

4.2.8 Promotion landing page 46

4.3 Back-end functions 47

4.3.1 Product management 47

4.3.2 Order management 49

4.3.3 Delivery management 51

4.3.4 Customer relationship management 52

Kinh 100% (7)

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4.3.5 Promotion 53 4.3.6 Report 54

REFERENCE 58

FORD Report Group

5 - tài liệu

Kinhdoanh… 100% (2)

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vi Table 3.1: Capital allocation 30

Figure 1.1: Pie chart about the age for taking surveys 1

Figure 1.2: Pie chart about the amount of money spent on snacks 2

Figure 1.3: Bar chart showing the level of interest in factors affecting the purchase of online snacks 2

Figure 1.4: Bar chart showing the level of interest in factors affecting the purchase of online snacks 3

Figure 2.1: Ranking of the number of Interest users in Asia by country 2020 5

Figure 2.2: Figure about explaining how recommend works 7

Figure 2.3: Overview of Social media usage 12

Figure 2.4: Some famous snacks in physical stores 18

Figure 2.5: Some supermarkets and grocery stores 18

Figure 3.1: Share of web traffice arriving on third party websites from social media 21

Figure 3.2: Fanpage of “Bé Béo bán hàng” 26

Figure 3.3: Content on fanpage “Bé Béo bán hàng” 27

Figure 3.4: Poster of event “Hello summer” 28

Figure 3.5: Poster of Youtubers, KOLs, KOCs to review the shop's products 29

Figure 4.1: User interaction diagram 33

Figure 4.2: Header 33

Figure 4.3: Footer 34

Figure 4.4: Sign in page 35

Figure 4.5: Sign up page 36

Figure 4.6: Track account information page 36

Figure 4.7: Home page 37

Figure 4.8: All products page 38

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Figure 4.9: Product group page – “Trở về tuổi thơ” 39

Figure 4.10: Product group page – “Soft cake” 40

Figure 4.11: Recommend related products 41

Figure 4.12: Cart page 42

Figure 4.13: Order page 42

Figure 4.14: Delivery infomation page 43

Figure 4.15: Check-out page 43

Figure 4.16: Introduce page About us 44–

Figure 4.17: Introduce page Return Policy 44–

Figure 4.18: Introduce page Privacy Policy 45–

Figure 4.19: Introduce page Terms of service 45–

Figure 4.20: Contact page 46

Figure 4.21: Promotion landing page 47

Figure 4.22: Product Management 48

Figure 4.23: Product groups 49

Figure 4.24: Regarding inventory management 49

Figure 4.25: Order list 50

Figure 4.26: Order infomation 51

Figure 4.27: Delivery management 52

Figure 4.28: COD Management 52

Figure 4.29: Customer list 53

Figure 4.30: Customer infomation 53

Figure 4.31: Promo codes 54

Figure 4.32: Promotion name 54

Figure 4.33: Report page 55

Figure 4.34: Sales report page 56

Figure 4.35: Financial report page 56

Figure 4.36: Website report page 57

x

F&B Food and beverage

D2C Direct-to-consumer

COD Cash-on-Delivery

SEO Search Engine Optimization

KOL Key Opinion Leader

KOC Key Opinion Consumer

CHAPTER 1: TOPIC REVIEW

1.1 Website Survey On The Field Of Online Confectionery Sales

Before implementing the topic, we conducted a survey from people living and working in Ho Chi Minh City, in which, students under 22 years old accounted for about 66% and 31.1% were students people who are 22 years of age or older and are working

Figure 1.1: Pie chart about the age for taking surveys

According to the survey, up to 77.7% of people regularly snack, of which 43.7% fall from 3 to 5 times a week, and 27.2% are more than 5 times a week The data shows that, among those who regularly eat snacks, 68% of people surveyed choose to regularly buy snacks online In addition, the amount of money spent on snacks in the range of 100,000 to 500,000 is the majority (about 49.5%), the expenditure greater than 500,000 thousand is about 24.3% A number that must be said is quite large

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Figure 1.2: Pie chart aboutthe amount of money spent on snacks

The survey also shows that 84% of survey participants are quite concerned about the quality of food when buying online and only 6% of product buyers do not care about the taste of the product, which shows that the food Snacks with good quality and great taste will easily attract users Food safety is an important factor for them to decide whether to buy or not According to data, up to 80% of people surveyed are interested

in this issue and 78% are interested in the long shelf life of the product Besides, prices and promotions also greatly influence the purchase of participants

Figure 1.3: Bar chart showing the level of interest in factors affecting the purchase of

online snacks

Figure 1.4: Bar chart showing the level of interest in factors affecting the purchase of

online snacks

1.2 Reasons for choosing the topic

With the current survey, we have been realizing that a lot of people, especially Generation Z youth, tend to spend more money on daily snacks, and at the same time they are more interested in the origin of the food and the quality of those products Therefore, the group came up with an idea for a reputable shopping place, specializing

in providing snacks that are suitable for tastes, helping to solve the problem of origin and quality

1.3 The Topic Goal:

With the interest of the whole team, we decided to create a platform that provides products such as confectionery, snacks, with delicious taste and suitable to the tastes

of today's young customers but with an ideal price for the customer's wallet We have created a website called "Bé Béo Bán Hàng"

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CHAPTER 2: ANALYSIS AND EVALUATION OF FACTORS

AFFECTING PLANNING PROCESS

2.1 Internal Factors

SWOT Analysis

SWOT analysis is an important tool for businesses because it helps them identify and analyze their internal and external factors By looking at their strengths, weaknesses, opportunities, and threats, businesses can identify their competitive advantages over their competitors and develop a business strategy SWOT analysis is a tool for strategic planning, brainstorming, and decision-making It can help businesses gain a competitive advantage, deal with their weaknesses, and ward off threats When it comes to planning for a snack food e-commerce website, there are several internal factors that must be taken into consideration One of the most effective tools for analyzing these factors is the SWOT matrix

2.1.1 Strengths

- Convenience

One of the biggest strengths of planning a snack food website is convenience Customers can shop at any time, day or night, from anywhere with an internet connection This is especially important for customers who live in rural areas or who have limited mobility They don't have to worry about finding parking, navigating through crowded stores, or waiting in long checkout lines E-commerce can occur 24 hours a day, seven days a week, and many stores offer a wider array of products online than they carry in their brick-and-mortar counterparts The e-commerce share of total retail sales has been increasing fast in VietNam In 2021, Vietnam’s e-commerce market recorded an estimated value of USD 13.7 billion, accounting for approximately 6.5 percent of total retail revenue, nearly 50% of the population went shopping online and 53% use e-wallets and have adopted digital payment methods This represents a growth

of 16 percent against 2020 According to Statista, with a population of over 96 million people, the number of internet users in Vietnam reached approximately 69 million in

2021 Online snack food websites can also offer convenient features such as subscription

services, where customers can have their favorite snacks delivered to them on a regular basis This saves time and effort for the customer, as they don’t have to remember to place an order or go to the store

Figure 2.1: Ranking of the number of Interest users in Asia by country 2020

- Variety

Another strength of planning snack food websites is the variety of products they offer Unlike a physical store, an online store can stock a wide range of products without worrying about shelf space or storage limitations This means that customers have access

to a wider variety of snacks, which can be especially appealing for those looking for unique or hard-to-find items Apart from this, unique or hard-to-find snacks are usually sold in big cities, however, populations in rural areas or smaller cities also have access

to these snacks through online snack food websites This means that customers in these areas can enjoy a wider variety of snacks without having to travel to a big city or search for a physical store that carries the products they want Online snack food websites can also offer competitive prices and promotions, making it easier for customers to find the best deals on their favorite snacks This can be especially appealing for those looking to save money while still enjoying a wide variety of snacks According to the 2019 census,

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the urban population of Vietnam was 33,059,735 people, accounting for 34.4% of the total population, while the rural population was 63,149,249 people, accounting for 65.6% of the total population, it’s a large market for our plan In addition to offering a wider variety of products, online snack food websites can also provide detailed information about each product, including ingredients, nutritional information, and customer reviews This allows customers to make informed decisions about their purchases and find the snacks that best meet their dietary needs and preferences

- Personalization

E-commerce websites also have the advantage of being able to personalize the shopping experience for customers With the development of Information systems and the Internet, recommendation systems are more intelligent and personalized Recommendation systems are a subset of machine learning that uses data to help users find products and content They work by filtering out the most relevant information based on the data provided by the user and other criteria such as preferences and interests To demonstrate, they can recommend products based on a customer's past purchases, browsing history and analyzing customer’s behavior E-commerce websites can use data analysis and machine learning algorithms to provide a more personalized shopping experience for their customers This can help increase customer satisfaction and loyalty Furthermore, we can also offer promotions or discounts that are tailored to

a specific customer's preferences For example, Amily - a frequent customer of our shop usually searches for chocolate, recommendation systems analyze browsing history, searching information and suggest Amily some products like KitKat or Snickers, which match with her favorite

Figure 2.2: Figure about explaining how recommend works

- Cost Savings

Finally, snack food e-commerce websites can offer cost savings to customers Because they don't have the overhead costs associated with running a physical store, they can often offer lower prices on their products Additionally, many snack food e-commerce websites offer subscription services, allowing customers to receive regular deliveries of their favorite snacks at a discounted price They may also be able to offer free shipping or other incentives that make shopping online more attractive According

to U.S Department of Commerce Statistics, total retail sales rose from $1.38 trillion in Q4 2019 to $1.47 trillion in Q4 2020, a 6.9% increase E-commerce sales rose from

$156.39 billion in Q4 2019 to $206.66 billion in Q4 2020, a 32.1% increase This indicates that an increasing number of customers are turning to online shopping, including snack food e-commerce websites, for their purchasing needs Another way that snack food e-commerce websites can save customers money is through the use of promotions and discounts Many e-commerce sites offer regular sales, flash sales, and promo codes to incentivize customers to make a purchase These discounts can range from a percentage off the total purchase price to free items with a minimum purchase amount By taking advantage of these promotions, customers can save money on their

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favorite snacks and try new products at a lower cost In addition to promotions and discounts, snack food e-commerce websites can also help customers save money through subscription services For example, a customer may be able to sign up for a monthly subscription box that provides a variety of snacks at a discounted price This can be a cost-effective way to try new products and enjoy a regular supply of favorite snacks without having to pay full price each time

2.1.2 Weaknesses

- Underestimating the competition

One of the biggest weaknesses in planning for a snack food e-commerce website

is underestimating the competition There are numerous snack food e-commerce websites in existence, and new ones are constantly emerging It is important to research and analyze the competition in order to gain a competitive advantage On the other hand, many snack food e-commerce websites offer similar products at similar prices It is important to differentiate the website by offering unique products, services, or features that are not offered by competitors For example, the website could offer a wider selection of international or hard-to-find snack foods, or it could offer a subscription service for regular deliveries of snack foods Additionally, the website could offer personalized recommendations based on the customer’s purchase history or preferences

By offering unique products or services, the website can stand out from the competition and attract more customers

- Belief of customer

One of the primary weaknesses of planning for a snack food e-commerce website

is that customers may not trust shopping online due to concerns about security and privacy According to a report by VietNamNet, fraudulent stores, wrong delivery, bad quality, and counterfeit goods are the main factors causing dissatisfaction among customers of major e-commerce platforms in Vietnam and it can lose customer’s belief This lack of trust can lead to lower sales and reduced customer loyalty Customers may

be hesitant to provide personal information or payment details online due to the fear of

identity theft or fraud In addition to concerns about security and privacy, there are several other potential weaknesses to consider when planning a snack food e-commerce website One such weakness is the potential for a lack of personalization and customization Customers may prefer to shop in person where they can see and touch the products before making a purchase This can be particularly important for snack foods, where taste and texture are key factors in the purchasing decision Another potential weakness is the potential for logistical challenges such as shipping and delivery Customers may be hesitant to purchase perishable snack foods online due to concerns about the freshness and quality of the products upon arrival.

is selling well, you can increase your inventory of that item to meet demand Similarly,

if you notice that customers are searching for a particular type of snack food that you do not currently offer, you can consider adding it to your inventory In addition to helping with inventory and pricing decisions, customer data can also be used to improve the customer experience By analyzing customer behavior and preferences, you can personalize the shopping experience for each customer For example, you could offer personalized recommendations based on the customer’s purchase history or search history You could also use customer data to create targeted marketing campaigns that are more likely to resonate with your customers

- Development of social media

Another opportunity in planning for a snack food e-commerce website is the development of a strong social media presence Social media platforms such as

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Facebook, Instagram, and Twitter provide an opportunity to connect with customers and promote your products According to a report by VOVWORLD, there are currently more than 72 million social media users in Vietnam, equivalent to 73.7% of the total population The number of social media users in Vietnam increased by 11% between

2020 and 2021 By creating engaging content and building a following on social media, you can increase brand awareness and drive traffic to your website Social media also provides an opportunity to engage with customers and gather feedback By monitoring social media conversations and responding to customer comments and questions, you can improve customer satisfaction and build loyalty Additionally, social media can be used to gather customer feedback on your products and services, which can help you make informed decisions about your business Overall, developing a strong social media presence can be a valuable opportunity for a snack food e-commerce website By using social media effectively, you can increase brand awareness, engage with customers, and drive traffic to your website

2.1.4 Threats

- Competitors

Threats to a snack food commerce website include competition from other commerce sites and some stores on Lazada and Shoppe, as well as traditional brick-and-mortar stores Though online shopping is expected to continue its growth trend, the percentage of people that use online shopping isn’t too high According to Oberlo, as it stands in 2023, the number of digital buyers is at 2.64 billion, this makes up 33.3% of the population worldwide On the other hand, according to a Forbes survey, 44.4% of consumers prefer in-store shopping to online alternatives, they like to take home items immediately and they don’t have to worry about fake items when shopping online Brick-and-mortar stores offer a more personalized shopping experience where customers can touch and feel the products before making a purchase So, brick-and-mortar stores are still a threat to our shop

e Cost

Additionally, the cost of maintaining a website and keeping up with technological advancements can pose a threat to our small businesses Running an e-commerce website requires ongoing investment in website design, development, and maintenance

As technology continues to evolve, businesses must also invest in updating their website

to keep up with the latest trends and best practices This can be a significant expense for small businesses with limited resources In addition to the cost of maintaining a website, small businesses may also face other costs associated with selling online These can include costs for marketing and advertising, payment processing fees, and shipping and handling costs These costs can add up quickly and can pose a significant threat to the profitability of a small business

Based on this SWOT analysis, it is clear that a snack food e-commerce website has both strengths and weaknesses, and faces both opportunities and threats It is important for us to carefully consider these factors when making planning decisions in order to ensure long-term success

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store aims to provide high-quality snacks and a convenient shopping experience that caters to their unique preferences and needs

- Market size

The Vietnam online food delivery market size reached $727.9 million in 2022 It

is expected to grow at a compound annual growth rate (CAGR) of 15.61% from 2023

to 2028, reaching $1,807.7 million by 2028 The growth of the online food delivery market in Vietnam is primarily driven by factors such as convenience, easy accessibility, changing food consumption patterns, smartphone penetration, and rapid economic growth

Figure 2.3: Overview of Social media usage

Additionally, the report “Internet Việt Nam 2023: Số liệu mới nhất và xu hướng phát triển” (2023)from vnnetwork also shows that the 18+ aged of Social media users

in Vietnam is increasing, accounting for 89% of the total online users

In Vietnam's food and beverage (F&B) industry, the age group of 15-35 accounts for the majority of diners

The age segment that is most active in the online food and beverage (F&B) industry in Vietnam is between 25 and 44 years old This age group is considered an influential customer base for online grocery shopping and is responsible for 60% of grocery orders placed online

- Market trend

The most popular food and beverage industry trends in Vietnam in 2022 include:

- Digitalization of retail: Due to social distancing protocols, consumers have turned

to online shopping, with e-commerce giants like Tiki, Shopee, Lazada, and Sendo offering food and beverage products

- Online food delivery: The Vietnam online food delivery market size reached a value of US$ 597.1 million in 2021, with ride-hailing services like Grab, GoJek, Bee, and Baemin pivoting into food and parcel delivery

- Personalization: Companies are increasingly personalizing their offerings in terms of diet, nutrition, and fitness, catering to the growing demand for healthy eating options

- Direct-to-consumer (D2C) sales: E-commerce channels have enabled manufacturers to sell products directly to consumers through platforms like ShopeeMall and LazMall, bypassing middlemen

- Health-focused food choices: Although traditional Vietnamese cuisine remains popular, there is a gradual rise in customers choosing healthier food options

- Market share competition among big brands: The F&B market in Vietnam has seen increased competition among major brands, with a focus on expanding their presence and offerings

These trends indicate a shift towards digitalization, personalization, and conscious choices in Vietnam's food and beverage industry

health Market opportunity

The online market for food and beverage products in Vietnam is growing rapidly, with online food ordering becoming a popular lifestyle choice for young professionals The food and beverage industry in Vietnam is also growing, with total sales of food and

Vietnamese consumers are now more tech-savvy than ever, with ride-hailing services like Grab, GoJek, Bee & Baemin pivoting into food and parcel delivery, while domestic e-commerce giants like Tiki, Shopee, Lazada, and Sendo offer food and beverage products

In terms of snacking, Vietnam's culture of snacking daily is developing, with local street vendors offering a variety of options such as fruits, bread (banh mi), and potato chips The habit of snacking is still in its nascent stage in Vietnam compared to other Southeast Asian countries, but it is gradually building The palette of Vietnamese consumers varies depending on the region, with different factors being important to them when purchasing snacks

In addition, the article “The new faces of the Vietnamese” (2021) by By Bruce Delteil, Matthieu Francois, Duy Mai, and Jeongmin Seong highlights that Vietnamese consumers are rapidly adopting digital technologies, with 41% of all digital consumers

in Vietnam being new consumers This presents an opportunity for an online snack store

to reach a wider audience through digital channels

Overall, the online market for food and beverage products in Vietnam presents a significant opportunity for launching an online snack store, with the digitalization of retail and the growing trend of snacking indicating a favorable market for such a venture

international brands, as well as traditional convenience stores and street vendors that offer a wide range of snack options Additionally, the e-commerce market in Vietnam

is rapidly growing, with a high rate of internet penetration and increasing numbers of customers purchasing products online or through social media platforms Therefore, online snack stores may face competition from other e-commerce platforms that offer snack products, as well as from traditional brick-and-mortar stores that are digitizing rapidly

2 Distribution: Small local grocers dominate the distribution of snacks due to their wide coverage across urban and rural settings

3 Consumer preferences: Health consciousness is driving consumers to choose healthier snack options, which may affect the demand for traditional snacks

4 Online food safety concerns: Consumers may be skeptical about the quality and hygiene of food products sold online, as they cannot physically inspect the products

5 Social commerce: In Vietnam, social media platforms like Facebook are popular for online shopping, especially in rural areas, which may pose a challenge for new online snack stores

6 Digital adoption: While digital adoption is increasing in Vietnam, traditional trade is also digitizing rapidly, and local players are offering digital ordering and payment options to traditional food and FMCG outlets This means that online snack stores may face challenges in competing with traditional and digital channels for consumer attention and loyalty

2.2.2 Business environment Analysis

- The following are some statistics of Economics factors related to the planning process of launching an online snack store:

+ Market growth: Vietnam's F&B industry is recovering from the pandemic and is forecasted to continue growing, with F&B contributing 15.8% to the total GDP + Consumer spending: Food and beverages account for 35-48% of Vietnamese household expenditure, with an average spending of 360 USD/month

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+ E-commerce growth: E-commerce sales in Vietnam reached approximately 13 billion USD in 2021, up 16% against 2020, making Vietnam one of the top three Southeast Asian countries with the highest growth in online retail sales

+ Digitalization: Retail chains have developed their online channels and partnered with ride-hailing services like Grab, GoJek, Bee, and Baemin to facilitate online shopping and delivery

+Government policies: The Vietnamese government has lowered import tariff rates on certain food items and reduced value-added tax (VAT), which may affect the pricing of imported F&B products

+ Food price inflation: Vietnam's relatively high food price inflation might negatively impact demand for F&B products

The provided statistics indicate that there are several economic factors that could impact the success of an online snack store targeting young consumers in Vietnam The F&B industry in Vietnam is expected to continue growing, contributing significantly to the country's GDP Moreover, food and beverage products account for a considerable portion of household expenditure in Vietnam, which presents a potentially lucrative market for the snack store The growth of e-commerce in Vietnam also provides opportunities for the snack store to expand its reach and increase sales However, there are also challenges to consider, such as the impact of food price inflation on demand and potential government policies affecting imported F&B products Therefore, it is essential to closely monitor these factors and adjust the pricing strategy accordingly to maintain a competitive advantage

- Cultural and social factors

+ Young population: Vietnam has a young population, with 25% of the population aged between 16 and 30, and over 20% of the population under 14 This demographic

is open to new experiences and is a critical driver of food and beverage industry trends

+ High spending on F&B: Food and beverages make up between 40-48% of Vietnamese household expenditure, with an average spending of 360 USD/month This indicates a high demand for F&B products, including snacks, among young consumers

+ Social media usage: Vietnam has a high number of social media users, with 76.95 million users as of January 2022 This presents an opportunity for online snack stores to leverage social media platforms like Facebook to reach young consumers

+ Convenience and quality focus: Young Vietnamese consumers value convenience, product range, and delivery as the main drivers for online shopping and they are willing to spend more on nutritious food and drinks

2.2.3 Competitive Analysis

- Identifying competitors

When launching an online snack store for young people in Vietnam, some traditional competitors can be:

+ Other online snack stores

Bánh kẹo Hải Hà, NFood_Ăn Vặt HCM, Dì Năm Sài Gòn, Bán Sỉ Đồ Ăn Vặt These are online snack shops on the Shopee platform, with operating times ranging from 2-4 years, offering a wide variety of food not limited to packaged snacks, but also including various types of snacks such as rice paper, bread, fried beef, and banh xeo, Attracting a lot of attention from young people

+ Brick-and-mortar stores

Although online shopping is becoming increasingly popular, many people still prefer to buy snacks in physical stores This means that traditional brick-and-mortar stores that sell snacks could also be competitors Some popular brick-and-mortar snack stores in Vietnam are: Gác-măng-giê (Binh Thanh) , Ăn Vặt Chị Mập (Tan Binh), Ăn vặt Su Xoắn (District 10), Ăn Vặt Chú Mạnh (District 3)

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Figure 2.4: Some famous snacks in physical stores

+ Supermarkets and grocery stores

Convenience stores with the trend of "convenient - fast - neat" have brought a new shopping style to Vietnamese consumers outside of traditional forms such as going to the market or supermarket There, customers can find all the essential daily necessities

to serve modern living Nowadays, convenience stores are becoming more professional

by applying non-cash payment methods Some popular convenience stores in Vietnam include VinMart, Circle K, FamilyMart, Co.opFood

Figure 2.5: Some supermarkets and grocery stores

- Competitive advantages

The online snack store launching on Haravan website, targeting GenZ, young aged people, and students in the Vietnamese market, has several potential competitive advantages

Firstly, the online snack store stands out in the Vietnamese market because it offers

a wide variety of popular, high-quality snacks that cater to the preferences of Gen Z, young people, and students The diverse selection of snacks caters to different dietary needs, appealing to the tastes and preferences of the target audience

Secondly, the store provides a more convenient shopping experience than traditional brick-and-mortar stores, allowing customers to shop from the comfort of their own homes and have their snacks delivered straight to their doorsteps Incentives such

as free or discounted delivery are available to customers

Thirdly, affordability is a key factor for the target audience, with competitive prices, discounts for bulk purchases, and regular promotions and sales offered Fourthly, social media platforms such as Facebook, Instagram, and TikTok are utilized to promote the store, engage with the target audience, and increase brand awareness

Fifthly, the store prioritizes building trust and reliability with customers by ensuring the website is secure and easy to use, and providing clear and transparent information about products, pricing, and delivery options A customer loyalty program and a money-back guarantee incentivize repeat purchases

Finally, the store partners with high-quality and reputable snack brands to build credibility and trust with customers

The aforementioned statistics demonstrate a significant and rapid increase in internet usage among GenZ Coupled with their youthful and dynamic characteristics, it seems like a wise decision to launch an online marketing campaign for a product that is well-suited for this demographic - a snack store While challenges still exist, the potential benefits of targeting GenZ through digital channels make it a worthwhile endeavor

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CHAPTER 3: E-COMMERCE BUSINESS PLAN DEVELOPMENT

3.1 Business strategy

3.1.1 Business project

In order to achieve success in the highly competitive online snack shop market,

"Bé béo bán hàng" needs to develop a strong business project strategy

- Target customers

In the United States, a study found that 53 percent of consumers aged between 18 and 34 years reported to have purchased candy occasionally in 2019 Conversely, 58 percent of consumers aged 35 years or above reported to have purchased the same product occasionally Another study found that Millennials (consumers aged 21-38) are significantly more likely to snack compared to older consumers with 24 percent of Millennials most likely to snack frequently, four or more times per day, and 23 percent snacking more this year compared to last year Therefore, the primary target customers for "Bé béo bán hàng" are young adults and teenagers who are strongly active on social media and enjoy snacking These customers are likely to be interested in unique and trendy snack options Therefore, the company should focus on providing a wide variety

of high-quality, innovative snack products, trendy products to attract and retain these customers For example, it is a trend of healthy foods recently like diet or eco-conscious eating We can build a marketing project about it and add more healthy snack options to our shop Some examples include mixed nuts, red bell pepper with guacamole, Greek yogurt and mixed berries, apple slices with peanut butter, cottage cheese and fruit, celery sticks with cream cheese and kale chips

- Target marketing channels

In order to reach the target customers, "Bé béo bán hàng" should focus on marketing through social media platforms such as Instagram, Facebook, and TikTok These platforms have a large user base and offer various tools for businesses to promote their products and services In 2022, the number of Facebook users in Vietnam reached about 70.04 million people In the same year, the user base of YouTube in Vietnam reached about 62.5 million people and Instagram had about 11.65 million users and the last, Tiktok had about 39.91 million users By creating engaging content and running

targeted ads, the company can attract potential customers and increase its online presence The company should also leverage influencer marketing by partnering with popular social media personalities who can promote the brand to their followers Influencer marketing is another effective way to reach the target audience By partnering with popular social media personalities who have a large following, “Bé béo bán hàng” can leverage their influence to promote the brand to a wider audience According to a survey, only 33% of the population in Vietnam trust advertisements from brands, while

up to 90% trust recommendations from third parties such as influencers or people around them The cost for influencers in Vietnam ranges from VND 500,000-1,500,000 for a nano influencer; up to VND 45-100 million for a more high profile personality Influencers can create sponsored posts featuring the company’s products and share them with their followers, increasing brand awareness and driving sales

Figure 3.1: Share of web traffice arriving on third party websites from social media

- Target revenue and profit

To achieve sustainable growth and profitability, “Bé béo bán hàng” should focus

on increasing its revenue and profit margins One way to do this is by optimizing the supply chain to reduce costs and improve efficiency This can be achieved through

“Bé béo bán hàng” could also consider expanding its product line to include snack items This could help to diversify the company’s revenue streams and reduce its reliance on snack sales By offering a wider range of products, the company can attract new customers and increase its overall revenue

non-Overall, by focusing on increasing revenue and profit margins through supply chain optimization, exploring new revenue streams and expanding its product line, “Bé béo bán hàng” can achieve sustainable growth and profitability

3.1.2 Business objectives

"Bé béo bán hàng" has the following business objectives:

1 Increase online visibility: The primary objective of the website is to increase its online visibility through search engine optimization (SEO), social media marketing, and other digital marketing techniques

2 Increase website traffic: Another key objective is to drive more traffic to the website, which can be achieved through targeted advertising, email marketing campaigns, and other promotional activities

3 Improve customer engagement: "Bé béo bán hàng" aims to improve customer engagement by providing a seamless user experience, personalized content, and interactive features such as chatbots and customer reviews

4 Expand customer base: The website aims to expand its customer base by targeting new markets and demographics, offering new products and services, and building strong relationships with existing customers

5 Increase sales: Ultimately, the primary business objective of "Bé béo bán hàng"

is to increase sales and revenue, which can be achieved by offering competitive pricing,

incentives for repeat customers, and a wide range of products that meet the needs of different customer segments

3.2 Business model and revenue model

3.2.1 Business model

- Products and services

“Bé Béo bán hàng” is a store specializing in the supply, trading and distribution of cakes, candies, snacks both at home and abroad, diverse in types and prices, suitable for all customer segments in the market

- B2C business model: online intermediaries

The business model of “Bé Béo bán hàng” belongs to the B2C (Business To Consumer) model, which is a form of transaction between businesses and consumers This is one of the most popular and widely known sales service models worldwide

More specifically, the store belongs to the form of online B2C intermediaries, this

is a model where distributors are intermediaries, they do not actually own the products

or services but simply play a role Connecting buyers and sellers together “Bé Béo bán hàng” acts as an intermediary to distribute snack products from manufacturers, then promotes and sells products online, mainly through social networks (fanpages “Bé Béo bán hàng”) and through websites (https://be-beo-ban-hang.myharavan.com/) to access products and sell to consumers

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The store will regularly post content on social networks, including information about campaigns, promotions, and discount codes for users to promptly grasp information Attached to the posts, there will be website links, aimed at access to more customers

- Customer services

On the website, there will be a chat tool so that customers can explain their questions, there will be a live chat staff to promptly reply to customers, or customers can send a message directly to the “Bé Béo bán hàng” fanpage for faster reply

If there is a problem that needs to be resolved immediately, customers can contact the store's phone number at 0333925693, via gmail bebeobanhang@gmail.com or go to the store address 669 QL1A, Ward 3, Thu Duc, Ho Chi Minh City

3.2.2 Revenue model

The revenue model that the team is aiming for is the sales revenue model and the affiliate revenue model

- Sales revenue model:

Under the sales revenue model, a business's revenue will come from selling goods, services, and information to customers This is the richest model that can be mentioned

in a number of models such as: signboard model (Poster/Billboard Model), control manual model (Cyber Brochure Model), revenue model by catalog (Web Catalog Revenue Model

The store's main revenue comes from the sale of confectionery products and snacks presented on the website Thereby the customer will select the product and click buy, the store will pack the product and ship it to the buyer The customer will choose the payment method to make the payment This is how “Bé Béo Bán Hàng” profit from purchases

- Affiliate revenue model:

The affiliate revenue model is also known as the partnership model or the association model The affiliate revenue model is when a website calls for website owners to participate in their services

The affiliate revenue model is less well known because it is internal, only introduced within the website to each other

However, this model has a great value, thanks to it that websites build relationships with each other, creating conditions for visitors quickly and conveniently

It acts as an association of websites that build relationships with each other, to not only attract a large number of target customers, but also support each other in providing service and maximum satisfaction customer demand

With Bé Béo Bán Hàng, the store will link up with reputable suppliers and post their products on the website The store will then carry out marketing activities such as posting articles with links to the website on the store's own fanpage to promote that product When a customer clicks on the link and makes a purchase, the store will earn a commission based on the profit of that product This is also the way that "Bé Béo Bán Hàng '' profits from advertising

- E-marketing channels used: