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 LogisticsGroup Project

Digital Marketing Plan: HAIBACO Company

Submitted by: HUỲNH THỊ TRÚC – 27204702661

External environment (micro level) 6

External environment (macro level) 6

Promotions and communication 13

Distribution channels (Place) 14 i

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

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 a solution to production and distribution needs As the demand for online shopping has become increasingly "hot" recently, along with the development of the e-commerce industry, big companies in the freight industry such as DHL Express, United Parcel Service (UPS), FedEx, present on every road, bringing customers the most convenience and satisfaction With the demand for online shopping increasing and delivery becoming indispensable in the present and future, we wonder why we are missing out on this potential delivery market 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.

Company background

HAIBACO Company was founded by 6 members - Huynh Thi Truc, Nguyen Quoc Viet, Pham Thi Phuong Yen, Le Thi Y Van, Huynh Thi My Suong, Nguyen Thi Thanh Tam.

Company name

HAIBACO Company - a freight forwarder company with a team of professional staff and modern advanced facilities and tools, reasonable prices, always puts the reputation and interests of customers first The transaction name is Hai Ba Company, the company name is also the date we decided to establish the company - January 23, 2017.

Products and services

- Road, Rail, Air, Sea transportation

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

- To rent a warehouse.

Business type

HAIBACO is a domestic and international freight transportation company, providing freight 1

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

- Achieve a part of green logistics in transportation in 2060.

- Become one of the leading freight forwarder companies in Vietnam in terms of

- 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 social networking sites and e-commerce is increasing Realizing that need, our group of 6 members established HAIBACO company, including members: Huynh Thi Truc, Nguyen Quoc Viet, Pham Thi Phuong Yen, Le Thi Y Van, Huynh Thi My Suong, Nguyen Thi Thanh Tam.

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Organization structure

Company address

Official Office Address: 254 Nguyen Van Linh, Thanh Khe District, Da Nang City Inventory Adress: 23 Yet Kieu, Da Nang City.

Telephone: 038.580.1234 Facebook: HAIBACO Instagram: Haibaco.vietnam 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)

- To rent warehouse.

ENVIRONMENTAL ANALYSIS

Environmental analysis Internal environment

This is an important aspect of business environment analysis, helping businesses clearly understand their resources, processes, and internal structure Below is the meaning of the internal environment in HAIBACO's logistics field:

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

- Structure:

+ CEO: Huynh Thi Truc: Is the manager who manages the general work of the departments 4

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

+ Marketing: Nguyen Thi Thanh Tam: is the department responsible for promoting branding and 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 skilled human resources

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

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

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

- Resources:

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

HAIBACO considers the company's human resources as a core element and valuable asset and always focuses on human development through regular and effective training programs to improve knowledge and qualifications their expertise to bring the best value to customers HAIBACO's core values: "safety - speed - reliability- quality"

+ Financial: Although HAIBACO is a newly established enterprise, the company has stable finances, 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, GPS tracking 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 and warehouse assets.

External environment (micro level)

- Suppliers: HAIBACO cooperates with freight transport providers, including rail, air and sea transport Cooperate with FPT Software to support management and optimization of logistics activities.

- Customers: HAIBACO targets medium size businesses in Vietnam, the company has dealt 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 of goods in Vietnam in the first quarter of 2023 continues to grow compared to the same period 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 2023 also increased by nearly 22% over the same period This shows that Vietnam is currently a fertile 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 they are large and multinational competitors They are influential and are expanding their services to meet the increasingly complex needs of their customers These companies offer customers specialized and flexible services Faced with continuous market fluctuations and competitive pressures, our company HAIBACO must maintain flexibility and continuous improvement 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 on improving transportation infrastructure, including seaports, roads, railways and airlines in the Da Nang area and other areas in Vietnam This will promote the development of Haibaco's Logistics activities in the Central region.

+ Economical: From the beginning of 2023 until now, the 2023 Emerging Market Logistics Index 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 an average annual industry growth rate of 14-16%, the quantity and quality of logistics services are improved, making an important contribution to increasing the total export-import turnover 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 logistics services is increasingly diverse and increasing This will be a step to help HAIBACO have more customers and develop the diversity of its service industry more myself.

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

+ Technological: Technology plays a key role in optimizing processes and improving efficiency Businesses use integrated GPS systems to help businesses track the transportation of goods and ensure that goods are at the right location according to schedule.

+ Environmental: For sustainable development, Haibaco is aiming to partially apply Green Logistics in the transportation process by 2060 to reduce greenhouse emissions and reduce pollution on the Earth This will create trust and increase brand recognition among customers.

+ Legal: Vietnam has an intellectual property legal system introduced in the Intellectual Property Law No 50/2005/QH11 of the National Assembly Companies can register their copyrights at the Vietnam Copyright Office under the Ministry of Culture, Sports and Tourism 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 face challenges 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 established company so it will lack brand recognition which can reduce customer trust.

+ Lack of experience in the field of logistics can create challenges in managing transportation activities.

+ The company does not own empty containers, so having to rent containers will cause costs for the business

+ Dependence on External Collaborations such as shipping lines, transportation companies, customs.

+ Comply with many regulations HAIBACO delivers goods in many different countries, leading to having to comply with different regulations and requirements in each country Causes a lot of operating costs when there are changes in the laws and requirements of those countries.

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 to uncontrollable factors such as weather, traffic accidents, or complicated customs processes + Due to unstable fluctuations in fuel, it can increase transportation costs and affect benefits and profits.

+ Risk of information security and data loss during the process of managing transportation information.

+ Tax policy changes affect the company's 8

+ 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.

+ In the market there are many strong, highly competitive and harsh competitors such as DHL, Gemadept, Bee, forcing the company to have reasonable policies to attract customers.

TOWS analysis

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

+ 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.

+ Leverage the power of technology to cope with strong competition and seek strategic partner contracts to minimize financial risks + Use the power of process optimization to deal with risks from high competition and fluctuating shipping costs.

+ Diversify energy supplies to reduce the impact of rising oil prices.

+ Improve service quality to compete with international 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.

+ Learn from competitors and invest in cost reduction solutions to cope with market fluctuations and energy prices.

+ Enhance cost performance and risk management to minimize the impact of market fluctuations and competition + Learn and comply with new regulations to avoid legal risks.

+Find ways to reduce operating costs and optimize 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 qualified staffs to make more sure about our services with just medium fees.

- 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 on sustainability

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 export clearance,booking containers, ect).

 Quality:

Providing the best freight forwarding service, with the right time, right place, right product

HAIBACO Company always aims for a mid-range price suitable for all mid-range businesses HAIBACO transportation company has determined the price for each product and service as follows:

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

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

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

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

+ 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% discount for 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 currently maintained and implemented a number of advertising tools to bring about quick results and

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