Research questions hố ẻ .ắe
The research is conducted to answer these following questions: e What is the actual state of Nhanh.vn's utilization of digital marketing for the sales management products? e@ What are the factor factors effecting the digital marketing utilization of sales management products at Nhanh.vn? e@ What are some effective ways to improve Nhanh.vn’s digital marketing utilization of the sales management products?
The study's primary focus will be on investigating how digital marketing is used in the market for sales management apps The analysis is based on the projected growth in sales and marketing activity between 2019 and 2021 The author will pay close attention to the 135 consumers that make up the target
Nguyen Viet Hung— 11192190- Business English 61C market for the sales management goods The information utilized in the analysis was gathered between 2019 and 2021.
Research method -ôô-ô- Error! Bookmark not defined
To examine the developed hypotheses from the literature review, the author developed the questionnaire survey with three parts: the first part was used to collect demographic information of the sample The second part involved a range of questions measuring the independent variables presented in the research model and the third part aimed at the evaluations of customers on Nhanh.vn’s digital marketing To achieve discriminant validity and convergent validity, the measurement items were adapted from intensive literature (Straub et al., 2004) Inspired by Yuan et al (2016), the questionnaire was adapted by in- depth interviews with a group of 135 individuals to obtain comprehensive information of their opinions and attitudes about the factors in the original models The following step is to have the questionnaire re-checked by five education experts to review the propriety of the content, wording, accuracy, and clarity All items corresponding in the second part were recorded by using a 5- point Likert scale ranging from | (strongly disagree) to 5 (strongly agree).
Before conducting the survey, the questionnaire was initially sent to experts and students currently learning the BE program to identify problems in the content, wording, quantities of items and clarity, and was then revised according to their comments and suggestions.
Building scale The scale of the factors in the model is designed according to 5 levels of Likert scale from (1) completely disagree to (5) completely agree, proposed by Davis et al (1989) to measure components synthesized from previous studies.
The proposed scale includes 22 observed variables to measure 5 components of the research model.
The questionnaire is built based on observed variables and scales combined with closed and open questions: Closed questions are used to guide customers to choose 1 or more choices available in the table questions, customers understand and easily answer; Open-ended questions are used to find new information related to issues that the closed-ended question does not fully describe or is missing.
Nguyen Viet Hung— 11192190- Business English 61C
The study includes the following contents and chapters:
Chapter 1 — Introduction of Nhanh.vn Joint Stock company and the current state of digital marketing at the company.
Chapter 2 - Theoretical framework, which presents both the theoretical difficulties related to the topic of study and the fundamental definitions applied in the research progress This chapter also contains research methods.
Chapter 3 — Findings and analysis, go together with answers for the problems
Chapter 4 — Proposed solutions to the company and other researchers
INTRODUCTION OF THE COMPANY
History and development of NHANH.VN Joint Stock Company
1.1.1 Introduction of NHANH.VN Joint Stock Company
Nhanh.vn Joint Stock Company, formerly a project of VNP Group, has been providing trusted services to customers for 5 years After officially separating from VNP Group on July 17, 2019, Nhanh.vn continues its mission to develop an ecosystem for businesses to manage and sell more effectively Nhanh.vn continuously refines its services, striving to elevate businesses to new heights in the IT era With its expertise in Omnichannel Retail Management (OMNI CHANNEL), Nhanh.vn is recognized as the leading provider of such solutions in Vietnam.
Functions and missions Nhanh.vn’s function is building a complete system of solutions for multi- channel sales management, helping sellers do business more efficiently, bringing wealth and happiness to members.
In terms of the missions of Nhanh.vn, the company is fully complying with the tax payment obligations and other obligations of the State as prescribed by law In addition, implementing the distribution of wages and bonuses to employees in accordance with the provisions of the Labor Code and theCompany's regulations, and constantly improving the cultural and professional
Nguyen Viet Hung— 11192190- Business English 61C qualifications of the staff in the company are also Nhanh.vn’s missions Besides, the company needs to make honest accounting and report to superior authorities in accordance with the provisions of the company's charter and current enterprise law Last but not least, the company's essential missions are expanding and linking with establishments of all economic sectors, promoting the superiority of the company.
1.1.2 History of NHANH.VN JSC
Nhanh.vn Joint Stock Company according to business registration certificate number: 0108824877, issued on July 17, 2019, by Hanoi Department of Planning and Investment — Business registration office.
Nhanh.vn Joint Stock Company originated with the predecessor project Giaonhan.net was established in August 2011 as a component of Cucre.vn Ultra- cheap delivery system At first, Giaonhan.net only consisted of 3 self-delivery employees like the current shippers of carriers At that time, Cucre.vn ranked 3rd in the market with an average of 30-50 orders per day delivered.
In the next 2 years from 2012 to 2013, Giaonhan.net developed features for Cucre.vn with rudimentary sales, inventory, and order management software. The scale has also increased significantly: every day more than 1000 orders are delivered by 30 couriers continuously (because at this time there are no carriers like Grab, Be like now), the system consists of more than 20 stores retail, warehouse with an area of 20,000m2 with 30 warehouse employees At the end of this period, Giaonhan.net also changed the name of its project to Nhanh.vn, which is the brand name that has gone together with the company until now.
However, in 2014, the parent company Cucre.vn failed to maintain In February
In 2014, the closure of Cucre.vn led to the discontinuation of Nhanh.vn Subsequently, in June of the same year, the company sold the sales management software of Nhanh.vn to its first customer, BOO, a prominent fashion brand at the time.
2015 was the most difficult period for the company With 100 sales staff but alarming revenue plus heavy losses, Ms Nguyen Quynh Duong - Founder of Nhanh.vn had to make the decision to downsize to maintain the existence of the company.
The culmination was 2016, a year that was difficult for the entire VNP Group(the parent company of Cucre.vn) At that time, Nhanh.vn had only 10 sales staff with 2 locations in Hanoi and Ho Chi Minh City The special thing here is that there is only 1 employee working at the HCMC campus and the remaining 9
Nguyen Viet Hung— 11192190- Business English 61C people working at the Hanoi campus With energy and determination, that employee alone did all the work of the remaining 9 people to maintain and develop: from making orders, packaging, contacting customers and taking care of customers after purchasing That's why, although with only 10 people, Nhanh.vn won the title of "The best project of VNP Group in terms of profit in that year" - a historic milestone marking the position of Nhanh.vn.
The period 2017-2019 marks a strong transformation of Nhanh.vn: e Scale: 100 — 200 people
Launch VPAGE — An application that makes it easier for business owners to respond to customer messages and comments. ® Successfully connect to major e-commerce platforms:
- Sendo (2019) ® Open more branches in Da Nang, Hai Phong, Vinh Phuc ® In 2018, get the title of "The best project of VNP group in terms of both revenue and profit" e Complete Omnichannel package — The most optimal sales management software service package provided by Nhanh.vn up to now. e Expand more products and services related to Marketing: Facebook, SEO,
It can be seen that this is a period that marks the position of Nhanh.vn in the multi-channel sales management software market when Nhanh.vn can link all the e-commerce floors at that time Nhanh.vn always strives to develop continuously and increasingly assert itself in the software field.
Following the success, in the years 2020-2021 and back, the period when the Covid-19 epidemic peaked, when most people would think that everything would be delayed, Nhanh.vn did not Nhanh.vn believes that this is a good opportunity for its products to be accessible to many people When the Covid-19 pandemic caused many business owners to close their stores, switch from offline to online businesses to maintain, they did not have software to manage online orders Selling online will be very different from selling offline because when I sell directly, I will sell to customers to take home and when I sell online, I will have to have more carrlers to ship the goods At that time, business owners must establish partnerships with carriers with prices that are definitely higher thanNhanh.vn because it has been able to deal with carriers at a much cheaper price
Nguyen Viet Hung— 11192190- Business English 61C than usual Therefore, when business owners use the sales management software of Nhanh.vn, in addition to ensuring the quantity of inventory, their orders can also use the delivery service with the lowest price.
NHANH.VN., JSC is essentially a leading sales management solution in Vietnam, a company specializing in providing services: sales management software, website design, fanpage management software and shipping service In addition, the company also provides marketing and sales support solutions such as: SEO Marketing (Onpage - Marketing on Google's website and Offpage - Marketing through reputable online newspapers), messaging support software. Automated messaging Zalo ZNS, Zalo OA, Vpage — Sales manager Fanpage (mainly Facebook), Ecomcare (E-commerce platforms: Shopee, Lazada, Tik Tok Shop, ) and Momo Business service for shop owners. s* Products/services provided:
POS sales management software: includes packages such as POS Basic, POS Pro and Omnichannel: Billing, invoice printing, barcodes, warehouse management,
Figure 2: Interface of sales management software of Nhanh.vn
(Source: Website Nhanh.vn)Professional website design service: Friendly interface, responsive (apps on both phone screens), SEO standards, fast speed, unlimited capacity and bandwidth.
Nguyen Viet Hung— 11192190- Business English 61C
Figure 3: Interface of a sample website template of Nhanh.vn
(Source: Website Nhanh.vn) Multi-channel message synchronization management software - Vpage: Manage comments, multi-channel messages from Facebook fanpage, Instagram, Zalo,
Figure 4: Vpage interface of Nhanh.vn
Shipping: Integrating carriers such as Giaohangnhanh, VietNam Post, ViettelPost, J&T express, Shopee express with preferential discounts and instant COD control from e-commerce platforms.
Nguyen Viet Hung— 11192190- Business English 61C
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Figure 5: Delivery service at Nhanh.vn
There are also a number of other services such as web SEO, accounting add-ons (separated if cus packages Zalo ZNS, Zalo OA
(Source: Website Nhanh.vn) marketing support solutions, tomers have needs), service
1.2 Organizational and management structure of Nhanh.vn Joint Stock Company
1.2.1 Organizational chart of Nhanh.vn
Figure 6: Organizational structure of the company
(Source: Administration - Human Resources Department)
Nguyen Viet Hung— 11192190- Business English 61C
The company's organizational structure belongs to a functional organizational structure, which is evenly divided into separate departments, in which the leader will control and assign work directly to employees in each department.
Nhanh.vn’s digital marketing acfivifies .- che 14 1 Overview of the company's digital marketing acfivities
1.4.1 Overview of the company's digital marketing activities
In terms of digital marketing, it will be a fairly wide array and there are quite a few channels for strategy development and implementation Nhanh.vn Joint Stock Company has analyzed and implemented a number of digital marketing channels that are familiar to Vietnamese people in general and people living in Vietnam in particular, and those are also channels that sellers and businesses often use to communicate and develop, namely:
The company aims at building the brand and fanpage image The service also includes promoting products or services to millions of users of social networks Facebook and Instagram.
A website serves as the public face of a business, and Nhanh.vn's websites guarantee quality content, functionality, and aesthetics SEO optimization enhances credibility and naturally elevates the website's ranking in Google search results Additionally, Google Ads marketing effectively positions a website at the top of Google searches, increasing its visibility and driving traffic.
Digital marketing on Shopee consults on sales and marketing strategies, ups shopeemall, pulls traffic suitable The company also designs and builds the brand, image, content of the store to increase the conversion rate as well as the rate to the top of the search Digital marketing activities of the company additionally includes running ads
Nguyen Viet Hung— 11192190- Business English 61C
Helps the company to advertise and optimize ads to the right target customers to optimize the budget.
The company initializes ZALO OA to build brand, supports consulting, review, send care and remake messages to customers.
There are more than 86,000 customers using the Nhanh.vn.vn ecosystem and of which there are more than 1000 projects on the shopee platform, more than 150 projects on the website and is a big partner of Facebook, Shopee, Zalo.
Currently, the staff of the department that performs digital marketing has about 50 employees.
1.4.2 Strengths and weaknesses of the company's digital marketing activities e Strengths Professional digital marketing operation process All marketing communication plans for projects are implemented according to the right process From the content, the implementation time to the careful discussion, the company has deployed specifically to each employee. This has created professionalism and consistency in the company's digital marketing activities Since then, the company's reputation has been enhanced, and more customers find the company.
Highly qualified digital marketing team The company's digital marketing staff is professionally trained, which are individuals who have studied marketing and business administration majors of schools such as National Economics University, Foreign Trade University Not only that, marketing staff of the company can also participate in training courses on marketing management skills by famous lecturers invited by the company to teach Not only grasp the theory, but the marketing staff also practice the skills of building a product marketing plan quite proficiently, methodically and professionally The marketing process is applied flexibly by the staff to suit each customer and each product Marketing staff of the company always work with a positive spirit, enthusiasm and always put credibility first Therefore, customers trust and choose the company as the unit to buy products according to their needs.
Facilities for effective marketing activities The company's technical facilities are equipped with modern equipment: fax machines, telephones, printers, photocopiers, shredders, computer systems
Nguyen Viet Hung— 11192190- Business English 61C connected to the internet and intranet, which the company uses a lot Modern software effectively serves to search, process and store information about customers and real estate As well as designing eye-catching, easy-to-understand advertisements and flyers, bringing the most accurate information to customers in the shortest time. e@ Weaknesses
The integrated marketing communication planning process has not been properly implemented.
The company's marketing activities have not achieved maximum efficiency, are costly and do not bring in sales to the original target.
Coordination between departments and departments is not effective Deciding whether integrated marketing communications is effective or not depends greatly on the human factor It needs a smooth work according to the established plan, along with close interaction and support between the departments of the marketing department together But in fact the author found that the departments of
The company's marketing segment is lacking in close coordination, each department uses its own budget and performs the tasks of the individual department, not following the process and goals of the communication campaign. Instead of operating separately, departments should work closely together, to support the Brand Marketing department to deliver consistent communication messages, images, videos.
The quality has the ability to go viral and be posted on media channels such as Facebook, YouTube, electronic newspapers, magazines so as to resonate effectively with the communication channels, bringing maximum benefits to the company.
In summary, the first chapter's introduction provided a succinct overview of NHANH.VN's brand profile, historical evolution, organizational structure, departmental roles, and business offerings Introduction of the company's digital marketing initiatives is also given in this chapter Before delving deeply into an analysis of the company's use of digital marketing, the core notions of the digital marketing concept would be offered as a framework in the next chapter.
Nguyen Viet Hung— 11192190- Business English 61C
This chapter reviews fundamental knowledge of digital marketing concepts, including definitions, types, and roles of digital marketing, as well as the current state of the field It also discusses variables influencing the effectiveness of digital marketing efforts in a company that develops sales management software.
Digital marketing is a small part of the marketing of any product or service.
Digital marketing is a general term that refers to the marketing of products or services using digital technologies, primarily on the Internet But that also includes mobile phones, display advertising, and any digital media (television, radio, LCD, etc.) (Wikipedia)
With another view of experts in this field, Digital marketing is also defined as follows:
Digital marketing leverages the power of digital technology to efficiently fulfill customer needs and establish channels for reaching prospective consumers, ultimately supporting business goals (Sawicki, A., 2016)
"digital marketing” and "Internet marketing" are frequently used interchangeably. This is incorrect The internet is just one of many ways to communicate with a client Moreover, there is audio/video equipment and home appliances Digital marketing is a company's digital identity, which enables it to expose itself to a sizable user base in the virtual world A brand can contact each consumer with its products thanks to digital technology Digital marketing is the practice of promoting goods or brands using one or more electronic media The ability of a certain product or service to be employed in digital marketing should be taken into consideration The use of digital marketing for certain goods or services does not necessarily require justification.
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Recommendations for Nhanh.vn’s Marketing Department
e Integrating more digital marketing tools
To better understand the possibilities of this type of marketing, Nhanh.vn would do well to incorporate more digital marketing tools into their products offerings in addition to SEO, SEM, and social media marketing Nhanh.vn would nevertheless need to be aware of each digital marketing channel's benefits and
Nguyen Viet Hung— 11192190- Business English 61C drawbacks as well as the situations in which the tools are most useful As an illustration, using social media platforms to announce a noteworthy achievement or milestone would be regarded as an effective strategy due to its viral influence and extensive exposure, which might raise brand awareness But, since email marketing can produce immediate results, it may be preferable to use it to introduce tours and advertise a discount offer.
Content marketing is a most effective tactic for a 58% majority of marketing influencers, while search engine optimization and email marketing follow with 50% and 47% respectively.
What are the most EFFECTIVE online tactics used in a digital marketing strategy?
Figure 13: Preferred Digital Marketing Approach
It can be easily seen that content marketing is the most effective tactic in digital marketing strategy It involves creating and sharing valuable and relevant content to attract and engage a target audience, ultimately leading to increased brand awareness, customer loyalty, and sales First and foremost, content marketing can help businesses establish and reinforce their brand identity By creating high-quality content that aligns with the company's values and vision, businesses can differentiate themselves from their competitors and build trust with their target audience For instance, Nhanh.vn company products could create blog posts, infographics, or videos that highlight the importance of sales managing and promote the products to help the shop owners Secondly, content marketing can help Nhanh.vn generate leads and increase their customer base By creating content that is relevant and valuable to the target audience, they can attract potential customers who are interested in their products or services For
Nguyen Viet Hung— 11192190- Business English 61C example, Nhanh.vn could create blog posts, e-books, or webinars that provide tips and tricks on how to manage their sales effectively By doing so, the company can demonstrate its expertise in the field and attract potential customers who are looking for solutions to their sales management challenges Lastly, content marketing can be a cost-effective marketing strategy for Nhanh.vn. Unlike traditional advertising, which can be expensive and may not provide a high return on investment, content marketing allows them to create and distribute content that is valuable and relevant to their target audience at a relatively low cost Moreover, content marketing can provide long-term benefits, as high- quality content can continue to attract and engage customers for months or even years after it is created. e Evaluating the impact of digital marketing on a regular basis
Digital marketing has made it simpler for businesses to target, measure, test, and improve all of their marketing initiatives So, during the past ten years, traditional media like print, TV, and radio advertising have steadily dropped in favor of trackable and results-driven digital marketing Businesses' viewpoints will be limited by the past if they are unaware that it is now possible to create and analyze marketing data As a result, it is advised that Nhanh.vn evaluate the operation of digital marketing applications on a monthly basis by visiting a number of websites, including Google Analytics and Facebook Analytics This is so that the business may get an idea of which digital marketing tactic is effective by looking at these facts From there, they can suggest a fix for tools that might not draw in a lot of users or boost the efficiency of ones that are probably going to do well Also, the Marketing apartment can gain valuable insight from analytics that will help staff members be more motivated to focus on creating engaging content for social media and websites.
To assess its competitive landscape, Nhanh.vn can leverage publicly available data By utilizing Semrush and entering its domain, Nhanh.vn can monitor traffic directed to rival websites such as Sapo and Kiotviet This data provides insights into competitor product offerings and target markets, enabling Nhanh.vn to formulate strategic initiatives that differentiate its products and enhance brand visibility.
Nguyen Viet Hung— 11192190- Business English 61C
The author has assessed the online marketing activities at a digital marketing company and has made several noteworthy observations One of the key points highlighted is that the company has a thorough understanding of the various online marketing tools at its disposal and is able to fully leverage them without incurring exorbitant costs This is a testament to the company's expertise in the field, as well as its ability to stay abreast of the latest industry trends and best practices.
Moreover, the company has demonstrated a remarkable ability to reach out to a broad customer base through its digital marketing activities This is particularly significant given the highly competitive nature of the digital marketing landscape, where numerous companies are vying for the attention of potential customers However, by effectively utilizing various online channels, Nhanh.vn has managed to distinguish itself from the competition and has succeeded in engaging with a large number of customers.
Additionally, the company's commitment to maintaining a high level of professionalism in all aspects of its online marketing efforts has been instrumental in building trust with its customers By consistently producing high- quality content that is both informative and engaging, and by adopting innovative and creative approaches to delivering this content through online channels, the company has managed to establish itself as a credible and reliable source of information and services.
In conclusion, the author's assessment of Nhanh.vn's online marketing activities reveals a company that is not only adept at navigating the complex and constantly evolving world of digital marketing, but one that is also dedicated to delivering value to its customers through high-quality and effective marketing communication This bodes well for the future of the company, as it continues to establish itself as a leader in the digital marketing space. e Limitations of the study
The researcher has focused their efforts on identifying variables that determine how effectively digital marketing is used to provide tour packages on Nhanh.vn There will, however, always be limitations In a number of aspects,
Nguyen Viet Hung— 11192190- Business English 61C the technique questionnaire appears to be unproductive This is due to the fact that, despite being one of the most effective methods for gathering a large number of responses, the data gathered by the questionnaire survey may also be inaccurate and unreliable because many respondents may have answered the questions dishonestly due to their lack of interest in the study's topic or their need to finish it as soon as possible. e Recommendations for future study
The researcher might offer some suggestions for additional research based on the previously identified disadvantages I believe it will serve as a guideline for academics who want to build on this study in the future.
Firstly, it would be better to use a more direct approach to gain a better understanding of customers’ insights such as interviews instead of only delivering questionnaires on Google forms and doing desk research, Therefore, the study is likely to be more convincing and well-established Finally, it would be better to conduct more research on digital marketing applications channels serving Viet Nam or other regions users This is because each nation has different characteristics, which would increase information reliability.
Secondly, it could be useful to explore the role of social media influencers in digital marketing, as this is a growing trend in the industry Investigating the effectiveness of influencer marketing in different sectors and among various target audiences could provide valuable insights for companies looking to improve their online marketing efforts.