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

1.1.Company backgroundCL Logistics company, with a team of 7 members full of enthusiasm and in-depth knowledge, has built a goods storage environment with the highest standards.. We are

DUY TAN UNIVERSITY

2023-24 Semester I

SCM 341 Digital Marketing for Logistics

Group Project

Digital Marketing Plan: CL Logistics Company

Submi tted by:

 Nguyễn Ngọc Hoàng Kha 27212243537

 Lê Anh Dũng 27214731371

 Trần Văn Hội 27202122134

 Lăng Thị Xuân Ánh 27204702077

 Mai Thị Kiều Tiên 27203828378

 Nguyễn Hữu Quốc 27214737287

 Nguyễn Trà My 27204747779

Date: 07/12/2023

INTRODUCTION 1

Company background 1

Company name 1

products and services 1

Business type 1

Vision 1

Missions 1

Goals 1

Marketing objectives 1

Management team 1

Organization structure 1

Company address 1

Business model canvas 1

ENVIRONMENTAL ANALYSIS 2

Environmental analysis 2

Internal environment 2

External environment (micro level) 2

External environment (macro level) 2

SWOT analysis 2

TOWS analysis 2

Distribution channels (Place) 4

MARKETING STRATEGIES 5

CONCLUSION 6

REFERENCES 7

APPENDIXES 8

Appendix-A Company Products and Services 8

Appendix-B Business Modal Canvas 9

Appendix-C Competitor Analysis 10

Appendix-D SWOT and TOWS Analyses 11

Appendix-E Buyer Persona 12

Appendix-F Digital Marketing Media – Website 13

Appendix-G Digital Marketing Media – Facebook Page 14

Appendix-H Digital Marketing Media – Instagram Post 15

Appendix-I Digital Marketing Media – Youtube Advertisement 16

Appendix-J Team members’ Roles and Responsibilities 17

Appendix-K Other appendixes you want to add 18

1.1.Company background

CL Logistics company, with a team of 7 members full of enthusiasm and in-depthknowledge, has built a goods storage environment with the highest standards We arecommitted to providing optimal storage solutions, ensuring safety and quality for allproducts that customers trust in us Prestige and professionalism in each service are ourgoals to serve and accompany our customers

1.2.Company name

CL logistics Company

"CL" stands for "Cold Logistics," a term that describes activities related to thetransportation, storage, and management of goods in low-temperature environments, withthe work of a cold storage company

1.3.products and services

Type of business: cold storage rental service for storage

1.4.Business type

CL logistics is a unit specializing in providing storage space for goods in a controlledtemperature environment We own the infrastructure with cold storage and frozen storagesystems and allow customers to rent space to store their products

Cl Logistic's marketing goals:

Brand Building for the company

Increase Promotion

Increase Number of Customers

1.9.Management team

Seven members of CL Logistics have researched and built a cold storage companyincluding: Hoang Kha, Anh Dung, Van Hoi, Huu Quoc, Kieu Tien, Tra My, Xuan Anh.1.10.Organization structure

Present your organization structure

(owners’ (your team) photos should be in the structure)

1.11.Company address

Address: Son Tra district, Danang city

Hai Chau district, Danang city

Financial accounting department

Sales department

2.ENVIRONMENTAL ANALYSIS

2.1.Environmental analysis

2.1.1.Internal environment

Include these points

 Leadership skills: Evaluate and develop the leadership skills of each member

of the company, especially the CEO and the 7 main management departments, to ensure effective guidance, management and strategic plan development

 Structure: The organization, management and internal structure need to be appropriate to optimize work processes and performance

 Resources

 HR and skills: Evaluate the personnel team, ensuring there are enough resources and skills to operate and manage the best possiblecold storage service

 Financial: Manage finances effectively to ensure stability and long-term operational development in a positive direction

 Technology: Using advanced and continuously updated equipment

to optimize warehouse management and transportation of goods

 Materials and Assets: Includes infrastructure such as buildings, cold storage, trucks and machinery such as freezers, air conditioning equipment, etc

2.1.2.External environment (micro level)

Include these points

 Suppliers: CL logistics builds stable and strategic relationships with suppliers

to ensure stable and quality supply

 Customers: Understand and meet customers' special requirements, especially in providing quality cold storage services

 Marketing intermediaries: Cooperate with intermediaries such as transporters or smaller cold storage rooms that do not have enough capacity to increase marketing and promotion of cold storage services

 Market and Competitors (Include competitor analysis): - Analyze competitors from within the Danang area to the whole country to understand the market and shape competitive strategies

- Monitor the economy and markets continuously to respond quickly to changes and new opportunities

2.1.3.External environment (macro level)

Include these points

 PESTLE

- Political (Politics):

Affect:

storage and freight transportation.

Environmental regulations: Environmental regulations and environmental protection can also affectthe activities of CL logistics cold storage company

+Climate change: Climate change can create great risks for maintaining stabletemperatures in warehouses.

3.SEGMENTATION, TARGETING AND POSITIONING

Example Buyer Persona for Pharmaceutical Industry:

•Name: Dr Pharma Solutions

•Demographics: Male, 45-55, Head of Supply Chain in a Pharmaceutical Company

•Goals: Ensure the integrity of temperature-sensitive medications during storage andtransportation

•Challenges: Compliance with regulatory requirements, maintaining product efficacy

•Preferences: Relies on advanced temperature monitoring, security systems, andcompliance with industry standards

Example Buyer Persona for Agriculture:

•Name: Fresh Harvest Farms

•Demographics: Female, 35-45, Operations Manager in an Agricultural Business

•Goals: Preserve the freshness and quality of perishable products during storage anddistribution

•Challenges: Seasonal fluctuations in production, maintaining optimal storage conditions

•Preferences: Requires flexible storage solutions and timely distribution capabilities.Example Buyer Persona for Food Distribution:

•Name: QuickChill Distributors

•Demographics: Gender-neutral, 28-40, Logistics Coordinator in a Food DistributionCompany

•Goals: Efficient storage and distribution of frozen food products to maintain quality

•Challenges: Timely access to frozen products, adherence to food safety regulations

•Preferences: Emphasizes reliable and secure cold storage facilities with quick access

3.3.Positioning and Differentiation

Positioning Map:

with specialized storage options, distinguishing itself from competitors focusing on effectiveness.

Differentiators:

1.Technological Superiority: Highlight advanced temperature monitoring and security systems.2.Specialized Storage Options: Emphasize the ability to cater to the unique needs of different industries

3.Compliance and Reliability: Position the facility as a reliable guardian of product integrity with a commitment to compliance with industry regulations

By employing a targeted approach through segmentation, targeting specific buyer personas, and emphasizing differentiation in positioning, a cold storage facility can effectively meet the diverse needs of its clientele and establish a competitive edge in the market

services.html

https://chothuekholanh.vn/en/news/cold-storage-rental-and-transportation-supply-https://sec-warehouse.vn/en/cold-storage-rental-service-in-ho-chi-minh-cityhttp://coldandcool.com.vn/en/services/

https://industrial.savills.com.vn/2022/05/cold-storage-warehouse-for-rent-in-vietnam/https://stockarea.io/blogs/8-best-practices-in-managing-a-cold-storage/

9.Appendix-B Business Modal Canvas

10.Appendix-C Competitor Analysis

ContentMarketing:

Create usefulcontent aboutgoods storage,warehousemanagement,safetystandards, andinstructionalarticles onpreservinggoods in coldstorage Blogsand specializedarticles canattractpotentialcustomers

Industrypromotion:

participated inevents, industryexhibitions andactivities

logistics andtransportation

to strengthenrelationships

reputation inthe industrycommunity

Competitive

Advantage

Advancedtechnology:

Using modern

Partner andcustomerrelationships:

Highinvestmentcapital: this

optimize theprocess ofstoring andtransferringgoods.

position andexpand itsmarket

capacity

Customers

-Import andexportbusinessesneed goodstransportationand temporary

or long-termstorageservices

-Manufacturersand distributorsare in need ofwarehouses tostore goods orraw materials

-Partners in thelogistics andfreight industry

Individualcustomers orsmallbusinessesneed to storegoods

- Businessesneed to storecold and frozengoods such asfood, medicine,

or goods thatrequire specialstorageconditions

- Supply chainsand consumer

looking forhigh-qualitystorage fortheir products

Share/Growth

In 2023, theamount of coldstorage goodswill increase by15% compared

decrease by 5%compared to

2022 in theamount of coldstorage good

Product

& Services

-Sea ShippingServices-Warehousingand StorageServices

- Packaging andhandlingservices

- Storage ofcold and frozengoods

-Cold Storage

Services-WarehouseManagement

Storage

one of theleading units in

Known as areputablepartner in the

Recognized asone of theleading

the field oftransportationandwarehousing in

Da Nang

managementand operation

of warehouses

in Da Nang

companiesproviding goodquality coldstorage services

in Da Nang

Promotion

strategies

-Advertisingcommunicationsystem-Onlinemarketing-Participate inspecializedevents-Contentmarketing

-Branding andPR

-In-depthcontentmarketing-Strategiccooperation

-Customer care-Concentratedadvertising

cooperationandcollaboration

Distribution

strategies

-Diverseconversionnetwork-Cooperate

transfer

-Efficientwarehouse andfree

management-Cooperate

transfer

-Warehousenetwork-Cooperatewith chainapplication

Strengths

& Weaknesses

Strengths -Sea Transport

Network-ComprehensiveService

-EffectiveWarehouseManagement-Cooperate

ShippingPartners

-Professional inCold Storage-Having closerelationshipswith businesses

in the coldsupply chain

Weaknesses Depends on Depends on Poor flexibility,

SWOT Analysis

12.Appendix-E Buyer Persona

Buyer Persona

13.Appendix-F Digital Marketing Media – Website

Home Page

(https://leanhdung74230503.wixsite.com/cold-logistics)

About Us

(https://leanhdung74230503.wixsite.com/cold-logistics)

14.Appendix-G Digital Marketing Media – Facebook Page

Facebook: https://www.facebook.com/profile.php?id=61553795772931

Facebook Post: https://www.facebook.com/profile.php?id=61553795772931

15.Appendix-H Digital Marketing Media – Instagram Post

https://www.instagram.com/cllo.gistics/

16.Appendix-I Digital Marketing Media – YoutubeAdvertisement

17.Appendix-J Team members’ Roles and Responsibilities