scm 341 digital marketing for logistics group project digital marketing plan haibaco company

And that is the reason we decided to establish a freight forwarding company called HAIBACO - a company specializing in document handling, freight transportation and warehouse management.

DUY TAN UNIVERSITY

2023-24 Semester I

SCM 341 Digital Marketing for Logistics

Group Project

Digital Marketing Plan: HAIBACO Company

Submitted by: HUỲNH THỊ TRÚC – 27204702661

Name ID

 HUỲNH THỊ MỸ SƯƠNG 27204747942

 NGUYỄN THỊ THANH TÂM 27204702686

 HUỲNH THỊ TRÚC 27204702661

 LÊ THỊ Y VÂN 27204748068

 NGUYỄN QUỐC VIỆT 27214702405

 PHẠM THỊ PHƯƠNG YẾN 27204729132

Date: 6/12/2023

INTRODUCTION 1

Company background 1

Company name 1

Products and services 1

Business type 1

Vision 2

Missions 2

Goals 2

Marketing objectives 2

Management team 2

Organization structure 3

Company address 3

Business model canvas 3

ENVIRONMENTAL ANALYSIS 4

Environmental analysis 4

Internal environment 4

External environment (micro level) 6

External environment (macro level) 6

SWOT analysis 7

TOWS analysis 9

SEGMENTATION, TARGETING AND POSITIONING 10

Segmentation 10

Targeting 11

Positioning and Differentiation 11

MARKETING MIX 11

Products and services 11

Pricing 12

Promotions and communication 13

Distribution channels (Place) 14

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MARKETING STRATEGIES 14

1 Through social networks: 14

2 Combine with Influencers: 14

3 Positioning Haibaco brand with fast order processing speed and reasonable: 15

CONCLUSION 15

References 17

APPENDIXES 18

Appendix-A Company Products and Services 18

Appendix-B Business Modal Canvas 19

Appendix-C Competitor Analysis 20

Appendix-D SWOT and TOWS Analyses 20

Appendix-E Buyer Persona 23

Appendix-F Digital Marketing Media – Website 24

Appendix-G Digital Marketing Media – Facebook Page 25

Appendix-H Digital Marketing Media – Instagram Post 27

Appendix-I Digital Marketing Media – Youtube Advertisement 28

Appendix-K Digital Marketing Media – LinkedIn Post 29

Appendix-J Team members’ Roles and Responsibilities 30

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In the context of an increasingly strong commodity economy, logistics was emerged as asolution to production and distribution needs As the demand for online shopping hasbecome increasingly "hot" recently, along with the development of the e-commerceindustry, big companies in the freight industry such as DHL Express, United Parcel Service(UPS), FedEx, present on every road, bringing customers the most convenience andsatisfaction With the demand for online shopping increasing and delivery becomingindispensable in the present and future, we wonder why we are missing out on thispotential delivery market And that is the reason we decided to establish a freightforwarding company called HAIBACO - a company specializing in document handling, freighttransportation and warehouse management

Products and services

- Road, Rail, Air, Sea transportation

- Handling procedures and documents (such as bill of lading, C/O, import and exportclearance,booking containers, ect)

- To rent a warehouse

Business type

HAIBACO is a domestic and international freight transportation company, providing freight

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transportation services, air, rail, road, sea transportation, warehouse rental, and documenthandling The main service is shipping and renting warehouse.

Vision

- Achieve a part of green logistics in transportation in 2060

- Become one of the leading freight forwarder companies in Vietnam in terms ofservice quality by 2075

- Expand the company to Southeast Asia by 2070

Missions

HAIBACO commit to providing customers with the best services at reasonable prices

Goals

- To continuously improve our services to make transportation easier for our customers

- More develop in Southeast markets

- Aiming for a strong company with a part of green logistics system

Marketing objectives

The marketing objectives of HAIBACO is:

- Improve brand reputation (in Vietnam market and over the world)

- Improve brand recognition

- To develop a brand in a sustainable way

Management team

Today, the need to transport goods is constantly increasing because shopping on socialnetworking sites and e-commerce is increasing Realizing that need, our group of 6members established HAIBACO company, including members: Huynh Thi Truc, Nguyen QuocViet, Pham Thi Phuong Yen, Le Thi Y Van, Huynh Thi My Suong, Nguyen Thi Thanh Tam

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LinkedIn: HAIBACO Freight Forwarder

Business model canvas

Value proposition

- Support solving all matters regarding customer’s order

- Solution for full container loads (FCL) and less than container consolidated loads(LCL)

- Dedicated advice on all benefits for customers

- Information security for customers

- Fast delivery, saving costs

Customer

relationships

- Interacting with customers regularly

- Give coupons for new customers and loyal customers

Customer segments - Medium Businesses

- Road, Rail, Air, Sea transportation

- Handling procedures and document (such as bill of lading, C/O,import and export clearance,booking containers, ect)

- Leadership skills: HAIBACO is an enterprise led by a CEO and managers with manyyears of experience in the market HAIBACO CEO encourages team members to shareopinions and views even though the leader is still the one who makes the finaldecision HAIBACO's leaders have a clear view: "Every worker is a representative ofHAIBACO", to show every worker that they are an important part of HAIBACO, toshow employees that they are respected at work and Shorter and longer term withthe business

- Structure:

+ CEO: Huynh Thi Truc: Is the manager who manages the general work of the departments

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and supervises the organization and implementation process and is responsible forimportant and quality work of the company.

+ Marketing: Nguyen Thi Thanh Tam: is the department responsible for promoting brandingand marketing strategies for HAIBACO's services to customers

+ Human resources: Huynh Thi My Suong: is a department whose management mission is

to develop resources and train high-quality human resources and ensure highly skilledhuman resources

+ Accounting: Le Thi Y Van: is the department responsible for accounting, tax, year-endfinancial reporting, management and revenue reports for the company when requested

+ Operation department: Pham Thi Phuong Yen: is the department that carries out goodstransportation services to customers, and warehousing services, warehouse management,unloading, handling procedures and documents, Import and export customs clearancecontracts, supporting customers in completing customs procedures, completing customsclearance documents and paying import taxes, warehouse rental

+ Information technology: Nguyen Quoc Viet: Is HAIBACO's Technology Departmentresponsible for many different technological aspects to support and optimize the company'stransportation and logistics processes

- Resources:

+ HR and skills: Depending on each specific position, there will be separate mandatorystandards, but all members meet the requirements: have professional qualifications,determination to develop their career, and have a high sense of responsibility anddiscipline

HAIBACO considers the company's human resources as a core element and valuable assetand always focuses on human development through regular and effective training programs

to improve knowledge and qualifications their expertise to bring the best value tocustomers HAIBACO's core values: "safety - speed - reliability- quality"

+ Financial: Although HAIBACO is a newly established enterprise, the company has stablefinances, money comes mainly from shareholders and loans from TPBank - HAIBACO's long-term partner to invest in upgrading technology, expanding Expand transportation network,and developing new services

+ Technology: HAIBACO uses advanced technology in transportation management, GPStracking of goods, and supply chain management, helping to provide efficient services and

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strict tracking.

+ Materials and assets: HAIBACO owns and manages a stable amount of trailer andwarehouse assets

External environment (micro level)

- Suppliers: HAIBACO cooperates with freight transport providers, including rail, airand sea transport Cooperate with FPT Software to support management andoptimization of logistics activities

- Customers: HAIBACO targets medium size businesses in Vietnam, the company hasdealt with small and medium-sized companies such as TpBank, Uniben company,Thorakao,

- Market and Competitors:

+ Market: According to VIRAC's report, the total volume of transport and movement ofgoods in Vietnam in the first quarter of 2023 continues to grow compared to the sameperiod in 2022 The total volume of goods transport in Vietnam increased by more than 16%over the same period period last year Total turnover volume in the first quarter of 2023also increased by nearly 22% over the same period This shows that Vietnam is currently afertile market for Haibaco to develop well both now and in the future

+ Competitors: In the market there are many competitors such as: DHL, FedEx, UPS theyare large and multinational competitors They are influential and are expanding theirservices to meet the increasingly complex needs of their customers These companies offercustomers specialized and flexible services Faced with continuous market fluctuations andcompetitive pressures, our company HAIBACO must maintain flexibility and continuousimprovement to meet the increasingly diverse needs of customers and maintain its position.position in the industry

External environment (macro level)

PESTLE

+ Political: Currently, the Vietnamese government is implementing a policy focusing onimproving transportation infrastructure, including seaports, roads, railways and airlines inthe Da Nang area and other areas in Vietnam This will promote the development ofHaibaco's Logistics activities in the Central region

+ Economical: From the beginning of 2023 until now, the 2023 Emerging Market LogisticsIndex announced by transportation and logistics service provider Agility, Vietnam ranked

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10/50 emerging logistics markets, up 1 level compared to with the year 2022 With anaverage annual industry growth rate of 14-16%, the quantity and quality of logistics servicesare improved, making an important contribution to increasing the total export-importturnover in 2022 732.5 billion USD, an increase of 9.5% compared to 2021 Vietnam is one

of the countries with a stable gross domestic product (GDP) growth rate of 6 - 8%/year.Thus, the logistics industry is growing more and more, and the demand for using logisticsservices is increasingly diverse and increasing This will be a step to help HAIBACO havemore customers and develop the diversity of its service industry more myself

+ Social: One of the characteristics of Vietnamese people is that they often use servicesfrom companies that they feel secure and trust and rarely change their consumption habits.Therefore, HABACO must create confidence in quality reputation to gain trust fromconsumers

+ Technological: Technology plays a key role in optimizing processes and improvingefficiency Businesses use integrated GPS systems to help businesses track thetransportation of goods and ensure that goods are at the right location according toschedule

+ Environmental: For sustainable development, Haibaco is aiming to partially apply GreenLogistics in the transportation process by 2060 to reduce greenhouse emissions and reducepollution on the Earth This will create trust and increase brand recognition amongcustomers

+ Legal: Vietnam has an intellectual property legal system introduced in the IntellectualProperty Law No 50/2005/QH11 of the National Assembly Companies can register theircopyrights at the Vietnam Copyright Office under the Ministry of Culture, Sports andTourism In the next year, Haibaco will register rights to protect its creative ideas and brands

to avoid risks of copyright disputes

SWOT analysis

In order to understand the business environment and build a reasonable strategy to facechallenges and opportunities, HAIBACO should analyze the SWOT model below:

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Strength (S)

+ Strategic location: HAIBACO Inventory is

located near Da Nang port to optimize

costs during transportation and storage

+ Reasonable price, mid-range, suitable for

small and medium enterprises in Vietnam

+ Use GPS positioning technology to track

and manage goods, create trust with

customers, and optimize processes for

businesses

+ There is a team of young, enthusiastic

and flexible management personnel who

can quickly meet customer needs

+ Owning its own warehouse and trailer

helps the company reduce outsourcing

costs

Weaknesses (W)

+ HAIBACO Company is a newly establishedcompany so it will lack brand recognitionwhich can reduce customer trust

+ Lack of experience in the field of logistics cancreate challenges in managing transportationactivities

+ The company does not own emptycontainers, so having to rent containers willcause costs for the business

+ Dependence on External Collaborations such

as shipping lines, transportation companies,customs

+ Comply with many regulations HAIBACOdelivers goods in many different countries,leading to having to comply with differentregulations and requirements in each country.Causes a lot of operating costs when there arechanges in the laws and requirements of thosecountries

Opportunities (O)

+ The company can expand the scale of

domestic transportation and logistics

services, but requires investment and

understanding of the specific needs and

requirements of each region

+ Using new technology advances at a

rapid pace in the field of logistics

Companies can take advantage of this

opportunity by applying technology to the

automatic management system, tracking

shipments to enhance competition

Threats (T)

+ During the transportation of goods,problems may occur during delivery due touncontrollable factors such as weather, trafficaccidents, or complicated customs processes.+ Due to unstable fluctuations in fuel, it canincrease transportation costs and affectbenefits and profits

+ Risk of information security and data lossduring the process of managing transportationinformation

+ Tax policy changes affect the company's8

+ Look for opportunities to cooperate with

new strategic partners to expand the

network and enhance competitiveness

+ Create unique services and enhance

customer experience

+ Take advantage of opportunities to

expand into new areas and potential

markets

profits

+ In the market there are many strong, highlycompetitive and harsh competitors such asDHL, Gemadept, Bee, forcing the company

to have reasonable policies to attractcustomers

TOWS analysis

HAIBACO is a newly established company The analytical data of the TOWS model will helpthe company identify advantageous development strategies and minimize the risks that thecompany will face

SO

+ HAIBACO can take advantage of the

transportation network to expand new

markets and develop new services

+ Use technology and a dynamic staff to

provide efficient transportation services and

create exceptional value for customers

+ Develop diverse transportation solutions

to meet the special needs of the domestic

market

+ Leverage partnerships with local

businesses to expand services and

customers

ST

+ Leverage the power of technology to copewith strong competition and seek strategicpartner contracts to minimize financial risks.+ Use the power of process optimization todeal with risks from high competition andfluctuating shipping costs

+ Diversify energy supplies to reduce theimpact of rising oil prices

+ Improve service quality to compete withinternational competitors

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+ Train and develop personnel to minimize

experience weaknesses, and seek capital

sources to ensure financial stability

+ Improve finances to cope with market

fluctuations and invest in new technology

+ Invest in technology systems and consider

expanding business scale

+ Develop a strong marketing strategy to

build brand awareness

WT

+ Learn from competitors and invest in costreduction solutions to cope with marketfluctuations and energy prices

+ Enhance cost performance and riskmanagement to minimize the impact ofmarket fluctuations and competition.+ Learn and comply with new regulations toavoid legal risks

+Find ways to reduce operating costs andoptimize operational performance

SEGMENTATION, TARGETING AND POSITIONING

+ The businesses who usually shipping goods

=>Fast delivery, commit and ensure the quality as well as having young skilled and qualifiedstaffs to make more sure about our services with just medium fees

Targeting

- HAIBACO aim to achieve those customers who are:

+ Medium size Businesses

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Positioning and Differentiation

- We positions our company as an international logistics company with a strong emphasis onsustainability

MARKETING MIX

Products and services

 Services:

Haibaco includes specific services such as:

- Road, Rail, Air, Sea transportation

- Handling procedures and document (such as bill of lading, C/O, import and exportclearance,booking containers, ect)

+ For transportation services: Actual freight price = oil price + ticket price + salary

+ For customs procedures: Customs procedure price = customs fee + document receivingfee + goods inspection fee

After being applied, the new pricing strategy has made it easier for the company'scustomers to choose service packages, and at the same time resolved the overlap ofservices that made it difficult to calculate service prices Thereby ensuring increasedcustomer purchasing power, increased brand recognition, creating great opportunities forindividual customers as well as corporate customers HAIBACO always has preferential pricepolicies including:

+ Common price: The selling price is pre-determined for each product category from time totime

+ Preferential prices: Special prices are often lower than regular prices, applied depending

on the company's strategy or for priority customers, special customers such as 5% discountfor new customers or loyal customers

Payment methods: credit card, cash

Promotions and communication

- Advertisement:

To keep up with modern trends and improve business efficiency, the company has currentlymaintained and implemented a number of advertising tools to bring about quick results and

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