Developing marketing strategy for VNShop in the e commerce market

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - VŨ NĂNG LỰC DEVELOPING MARKETING STRATEGY FOR VNSHOP IN THE E-COMMERCE MARKET XÂY DỰNG CHIẾN LƯỢC MARKETING CHO CÔNG TY VNSHOP TRONG THỊ TRƯỜNG THƯƠNG MẠI ĐIỆN TỬ LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - VŨ NĂNG LỰC DEVELOPING MARKETING STRATEGY FOR VNSHOP IN THE E-COMMERCE MARKET XÂY DỰNG CHIẾN LƯỢC MARKETING CHO CÔNG TY VNSHOP TRONG THỊ TRƯỜNG THƯƠNG MẠI ĐIỆN TỬ Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS TRẦN HUY PHƯƠNG Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration Date………………………… Author Vu Nang Luc i ACKNOWLEDGEMENT I would first like to thank my thesis advisor PhD Tran Huy Phuong of the HSB The door to Prof Phuong office was always open whenever I ran into a trouble spot or had a question about my research or writing He consistently allowed this paper to be my own work, but steered me in the right the direction whenever he thought I needed it I would also like to acknowledge support of Mr Thinh former manager at VNPaya introducing me to VNShop and also provide me many important information and data for this research and I am gratefully indebted to him for his very valuable comments on this thesis I also want to say thank you to all staff at HSB who guide me through all administrative process for the thesis This accomplishment would not have been possible without them Thank you ii TABLE OF CONTENTS DECLARATION .i ACKNOWLEDGEMENT .ii ABBREVIATION v LIST OF TABLES vi LIST OF FIGURES .vii INTRODUCTION 1 Research Rationale Aims of research Objects of research Scope of research Research methodology Structure of the thesis Chapter - THEORETICAL BACKGROUND 1.1 Strategy 1.1.1 Definition of strategy 1.1.2 Types and levels of strategy 1.2 Marketing strategy 10 1.2.1 Marketing .10 1.2.2 Marketing strategy 10 1.3 Building marketing strategy 15 1.3.1 Analysis of Mission and Vision of company .19 1.3.2 External analysis 19 1.3.3 Internal analysis .22 1.3.4 SWOT analysis 23 1.3.5 Assess and select the strategy .24 Chapter – CURRENT SITUATION OF VNSHOP MARKETING .26 2.1 About VNPay 26 iii 2.2 VNPay Shop 28 2.3 Current situation of marketing activity at VNShop 29 2.3.1 Current segmentation and target 29 2.3.2 Product offering categories vs competitors 31 2.3.3 Current channel and potential customers .32 2.3.4 Communication and advertising 33 2.3.5 Current user rating of VNshop vs competitors 34 Chapter - MARKETING STRATEGY FOR THE CASE OF VNSHOP .38 3.1 External analysis 38 3.1.1 PESTLE analysis 38 3.1.2 Market analysis 39 3.1.3 Customer analysis 42 3.1.4 Competitor analysis .43 3.2 Internal analysis 46 3.3 EFE, IFE matrix 47 3.4 SWOT Analysis and alternative strategy selection .49 3.5 Alternative strategies selection .52 3.6 Marketing strategy for VNShop 55 3.7 Plan and activities 59 3.8 Conclusions and suggestions for future research 61 3.8.1 Conclusions 61 3.8.2 Limitation of research 62 3.8.3 Suggestions for future research 62 REFERENCES .64 APPENDIX – SURVEY QUESTIONS 67 iv Abbreviation APDU AS COD EC EFE, IFE matrix GDP HOSE PESTLE QSPM SBU SPU STP SWOT TAS TOWS 4P v LIST OF TABLES Table 2.1 Product in laptop category of VNshop and competitor 31 Table 2.2 Number of EC users forecast (statistica, 2016) 32 Table 2.3 Number of download from Playstore (Android) .32 Table 2.4 Awareness level of each brand 35 Table 2.5 Brand ranking level of VNShop and competitors 35 Table 3.1 Vietnam GDP Growth (2010-2016) 38 Table 3.2 Ecommerce market size 2015 – 2021 40 vi LIST OF FIGURES Figure 1.1 Corporate and marketing planning 12 Figure 1.2 Strategic marketing process (Gilligan & Wilson) 17 Figure 1.3 Develop a product/ market strategy 18 Figure 1.4 Five Force Model 20 Figure 1.5 Five stages of environmental analysis .21 Figure 1.6 Example of an IFE matrix 23 Figure 1.7 SWOT analysis 24 Figure 1.8 TOWS matrix 24 Figure 1.9 Sample QSPM matrix 25 Figure 2.1 Organization structure of VNPay .28 Figure 2.2 Mobile banking EC (estimate for big banks) vs Mobile EC users (million) 30 Figure 2.3 Number of customer vs market potential 31 Figure 2.4 Number of download on Android 33 Figure 2.5 Awareness level of each brand 35 Figure 2.6 Brand ranking level of VNShops and competitors 36 Figure 2.7 Brand activity level data in 2015 .37 Figure 3.1 Revenue of Vietnam EC market to 2021 (source: Statistica 2016) 40 Figure 3.2 Number of EC users forcast .41 Figure 3.3 average revenue per user (APDU) in EC market Vietnam .41 Figure 3.4 Brand ranking level of VNShop and competitors 43 Figure 3.5 Emotion to brands .46 Figure 3.6 EFE Matrix for VNShop 48 Figure 3.7 IFE Matrix for VNShop 48 Figure 3.8 SWOT matrix for VNShop .49 Figure 3.9 TOWS matrix of alternatives strategy for VNShop 51 Figure 3.10 QSPM strategy selection matrix 54 Figure 3.11.VNShop users vs EC Market 56 Figure 3.12 Device used for online purchase 2015 58 Figure 3.13 Strategy implementation timeline 60 vii Key internal factors There is big room for growth in e-commerce market in Vietnam No company doing the same model (integrated to bank application) Shoping on mobile is becoming a trend Vietnam has big population of young age Threats The market is currently very completive Competitors already have good financial and established Total Sum of total Attractive Score Figure 3.10 QSPM strategy selection matrix 54 From the QSPM matrix above, the S-O strategy got highest points This suggests us to select the S-O strategy for our case So from this onward, we will go on to detail this strategy and building full marketing strategy for the company following SO strategy 3.6 Marketing strategy for VNShop In section 3.1 – 3.4 we have built and chose the strategy for VNShop so in this section we will capture the final marketing strategy that have been built Mission and Vision Mission and visionis important to any strategy Vision provides company with a future ideal image to archive Mission provide a meaning to company work, a why the company should exist Mission of VNShop is to provide customer with good shopping experience integrated bank payment system Vision of VNShopis to become one the top application that user trust and shopping with Products and services: VNShop provide trading platform on mobile applications this section will analyze the company product as part of 4P category of marketing Product Place Company actually provide the service of trading platform, company will sell products from many providers Company will also provide payment utility and infrastructure to customers To the users who are using E-commerce for buying products, the company is offering products but the company is actually providing the platform and payment services Market objectives Due to above analysis in chapters 2, the current number of user is small Target for the company should be: 55 1) Extend potential market to EC mobile users not limited to users 2) To 2019, number of users is 11.7 million (30%) of forecasted EC mobile user in 2019 Market segmentation and target market Current target market of VNShop are users who are using mobile banking application of big banks in Vietnam (Agribank, BIDV, Vietinbank, Vietcombank) At the time of writing this thesis, VNShop has already deployed on Mobile banking application of Agribank Currently VNShop divide the customers for Ecommerce in to groups: one who use mobile banking application and those who not using it The VNShop now can only target the first group At time of this writing on Google Android application store, the application got only 500,000 downloads Per statistica statistics, the number of Ecommerce user in 2016 is 33.2 million Estimated 51% of these using mobile (DI marketing, 2016), the potential user that using mobile phone is 16.9 million So at current moment, VNShop only can target 2.9% number of ecommerce mobile user 35 30 25 20 15 10 Total users Figure 3.11.VNShop users vs EC Market The current target market is small compare to potential The strategy for the company should to run VNShop as an independent shopping application rather than integrated 56 Comment [A16]: Phần nên chuyển sang chương cách thức giải pháp thực chiến lược Mar cơng ty Cụ thể hóa chiến lược thành hành động cụ thể với điều kiện cụ thể Em bổ sung thêm phần 3.6 cho phân kế hoạch Future intended market will not include not only banking users but any users who can access to mobile (phase 1) and will extend to web platform for larger user group (phase 2) Competitive advantages VNShop having competitive advantages compare to other providers in the market, especially the new startup in Ecommerce The competitive advantage we can include is: - Company is backed by VNPay which is a trusted payment provider in Vietnam market - Integrated application in banking application, this again high trust from users - VNShop can be advertised via other channel of VNPay like mobile banking, QR payment Positioning There are many ecommerce applications in Vietnam market today, as we have pointed out in the competitor analysis section (3.1.4) All of competitor also have mobile application VNShop need to have a strategic position in among other mobile applications in the market Through the competitive advantages we shown above, we position VNShop as a trusted mobile application for shopping, provide most convenient integrated payment to customers This positioning is also aligned with company traditional business and will have many advantage from other application that VNPay is doing like QR Payment application The future position is not only a mobile trading that is bundled in banking but an independent mobile application that users trust and choose to buy product and service, to be in top mobile commerce application Channel strategy With current application, the potential customers of VNShop are limited only to mobile users with banking application This put a big limit on potential, per data 57 from Statistica on device user use for purchase online PC and web browser is still the most used channel Figure 3.12 Device used for online purchase 2015 (Source: Statistica) So as we have pointed out in the target market section the first step should be to have application as independent application to target larger market Improve brand awareness of customers: Currently with our analysis we found that the customers are not well aware about the brand of our solution, most of customers in survey not know about the VNShop application and not familiar to them at all So we must have communication plan to increase the awareness of customer The actions include increase budget for advertising on popular websites (vnexpress, cafef…) and advertising on social network like Facebook Communication strategy: Because currently the brand name of company is not well known to customers we need to push for stronger communications to customers to improve brand awareness There are many methods to this and due to current situation we can apply the following methods: - Increase budget for advertisement 58 - Utilize modern communication channel like social media (Facebook, twitters…) to reach customers - SEO (search engine optimization) and Google Ads advertising 3.7 Plan and activities In this section we propose plan and activities to support the marketing strategy as we proposed in section 3.5) Each of the activity proposed by this will need to have condition and support to execute Proposed plan include: - Increase promotion - Plan for expansion to independent of mobile banking - Communication to emphasize on our competitive advantages In below paragraphs we will describe more details each of this item: Increase promotion:This is important in today market Now customers have many options when choosing buying things online.So advertising is important especially on modern channel like social media (Facebook, twitter) and Google ads The web site for this application should also be optimized for search engine (SEO – search engine optimization) Promotion for Vnshop can also be increased via other channel that VNPay is building includes QR code payment, SMS Plan for expansion:Because current platform limit us to a small potential customers we should build the new application to reach to larger customer set We will have phases for this: phase 1) to have independent application Phase 2) to expand to web platform Communication to emphasize on our competitive advantages: Communication message should emphasize our advantage include item we can details: - Service provided by trusted provider that is partner of banks - Company has great experience and infrastructures in payment that is established in payment industry 59 A proposed schedule can be as follow: Timeline Promotion Setup Facebook page, using Facebook promotion Setup twitter page for Vnshop Build website that support SEO Buy Google ads package to available on search engine Building expansion Building independent application Expand to web platform Figure 3.13 Strategy implementation timeline 60 Chapter - CONCLUSIONS AND SUGGESTIONS FOR FUTURE RESEARCH The objective of this thesis is making a strategic marketing plan for the case companyVNShop In order to achieve this objective, related literature was reviewed The practical research was based on the case company According to discussions and analysis of the research, two research questions are addressed This chapter includes the answers to the research questions and the suggestions for the future research 4.1 Conclusions Firstly, the strategic marketing that we build in this thesis by applying many theories that is well developed The actual strategic marketing plan is built through the careful analysis of the company (internal) and the environment (external) factors that company is operating in Only after we analyze and understand the environment we can devise a good strategic marketing plan for the company In this thesis, I have combined the theoretical knowledge and empirical understanding, as well as built a strategic marketing plan for the VNSHOP At the start of the research, internal analysis has been taken The internal analysis helps me have a complete understanding of the case company I used interview to get information about the case company After that external analysis is done to understand the environment In the external analysis, market, competitors and customers were analyzed This thesis has two research questions The first question is as follows: What is the strategic marketing plan and how to build it? Generally, this question was answered in the chapter discussing the theoretical foundation of this thesis Firstly, the strategic marketing plan aims to make strategies for the company based on the analysis of the company and markets This plan is a guide for the company’s future work This strategic marketing plan leads the company to achieve the objectives of the company The strategies include marketing strategies, customer strategies, product strategies and internal strategies 61 These strategies will help the company to increase its profit and build a good brand image The strategic marketing plan contains internal analysis, customer analysis, competitor analysis, market analysis and SWOT analysis to analyze the real situation of the market and the company The analyses found out the corresponding solutions of the problem which exist in the company This strategic marketing plan should consider the long term and holistic aspects of the company Cooperation in each department is important In sum, strategic marketing plan built here is a good tool to help the manager of the companyto achieve the objectives of the company The second research question is as follows: How can the strategic marketing plan be built for the VNSHOP? For this question, I need to find out the objectives of the company Next, the analysis of the company helps me to realize the situation of the market To obtain a complete understanding from internal analysis, customer analysis, market analysis, competitor analysis and SWOT analysis is necessary When doing customer analysis, we did a survey to understand the current position of the brand compare to competitor After analyzing the situation of the company, the strategic marketing plan for the company was made by combining the analysis and the objectives 4.2 Limitation of research During the thesis work, there are some problems difficult to solve in the research process In the preparation period, the data is from a private company and hard to get The company is just founded and starts running so the revenue is small and kept confidential, the company is pretty strong to keep its strategy and data private Another limitation of this work is because of initial period of company we not have many data to compare Most of data to analyze and the situation assessment is from the secondary data source (publication, internet websites) 4.3 Suggestions for future research The study of this thesis is focused on making a strategic marketing plan for the case of VNShop(in e-commerce) Within this research author has done some research, survey to understand about the company as well as the market situation with the purpose that the proposed strategic marketing plan can be used for 62 VNShop for the next years However the ecommerce industry is highly competitive and is changing at very quickly The plan must be reviewed to adapt yearly This will open many suggests for future research like: - Research more throughout about customer situations - How to use a specific channel for marketing purpose and measure result 63 REFERENCES  Books, research papers Andraw Whalley 2010.Strategic Marketing, Ventus Publishing Aaker, David A & Kumar, V & Day, George S 2006 Marketing Research 9th Edition John Wiley & Sons Inc Hoboken Aaker, David A & Kumar, V & Day, George S & Leone, Robert P 2011 Marketing Research Asia, John Wilry & Sons (Asia) Pte Ltd Alsem, Karel Jan 2007 Strategic Marketing International Edition McGrawHill Companies, Inc USA Aaker, David A & McLoughlin, Damien 2010 Strategic Market Management th – Global Perspectives.10 Edition West Sussex, John Wiley & Sons Ltd Brassington, Frances & Pettitt, Stephen 2007 Essentials of Marketing Second Edition Person Education Limited, England Dawn Iacobucci, Kellogg on Marketing – Northwestern university Gerry Johnson, Kevan Scholes, Richard Whittington, Exploring Corporate Strategy (7nd edition), FT Prentice Hall Michael Porter 1980.Competitive Strategy – Techniques for Analyzing Industries and Competitors.The Free Press 10 Margarita Isoraite 2009 Theoretical Aspect of Marketing Strategy Mykolas Romeris University 11 Naresh K Malhotra and David F Birks, Marketing Research: An Applied Approach, FT Prentice Hall 12 Norberto A Orculo Phd 2007.Fundamental of Strategic Management,Rex Book Store 13 Truong Dinh Chien (Phd).2013 Giáo Trình Quản Trị Marketing (Marketing Management), National Economics University publishing 14 Roger Brooksbank, University of Waikato, rogerb@waikato.ac.nz andRon Garland, University of Waikato, rgarland@waikato.ac.nz, Key Drivers of Successful Marketing Strategy in Times of Recession Versus Growth 64 15 Gilligan, Colin & Wilson, Richard M S 2009.Strategic Marketing Planning Oxford, Butterworth-Heinemann 16 Jobber, David 1998 Principles and Practice of Marketing Second Edition Berkshire, McGraw-Hill Publishing Company 17 Kent, Ray 2007 Marketing Research: Approaches, Methods and Applications in Europe London, High Holborn House 18 Kotler, Philip 2000 Marketing Management The Millennium Edition Prentice—Hall, Inc., USA 19 Graeme Drummond, John Ensor Ruth Ashford, 2008 Strategic marketing: Planning and control Elsevier  Online documents 20 DI marketing 2016 Ecommerce usage in Vietnam http://www.dionlinesurvey.com/en/2016/09/12/e-commerce-usage-in-vietnam-2016/ 21 Introduction to mobile banking application of Agribankhttp://www.agribankemobilebanking.vn/ 22 Guide to use VNShop in Agribank mobile banking (VNPay web site)https://vnpay.vn/tin-tuc/Tin-Thuong-mai-dien-tu-414/Huong-dan-muasam-truc-tuyen VNShop-tren-ung-dung-Agribank-E-Mobile-Banking 1319 23 Nashwan Mohammed Abdullah Saif, How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success,http://researchleap.com/how-does-marketing-strategy-influencefirm-performance-implementation-of-marketing-strategy-for-firm- success/ 24 Vietnam ecommerce market report (https://www.statista.com/outlook/243/127/e-commerce/vietnam#contentlist0) 25 Forbes https://www.forbes.com/sites/louiscolumbus/2015/07/26/81-ofenterprises-are-relying-on-analytics-to-gain-greater-customerinsights/#7693a5355275 26 VCCI news website, http://vccinews.com/news_detail.asp?news_id=3934 65 27 Vecita 2017 Report on Vietnam Ecommerce Indices (2017) http://www.vecita.gov.vn/anpham/279/Bao-cao-Chi-so-Thuong-mai-dien-tuViet-Nam-2017 28 Cafef - Vinamilk: Mỗi ngày chi 4,5 tỷ cho quảng cáo, http://cafef.vn/doanhnghiep/vinamilk-moi-ngay-chi-4-5-ty-cho-quang-cao20151030021422776.chn 29 Eric Kain, Dr Pepper's Bizarre New 'Not for Women' Ad Campaign,http://www.forbes.com/sites/erikkain/2011/10/18/dr-peppersbizarre-new-not-for-women-ad-campaign/#6a23efe46fff 30 Statistica 2015 Statistics of Devices used for online purchase in Vietnamhttps://www.statista.com/statistics/375620/device-used-for-onlinepurchase-vietnam/ 31 Younetmedia 2016, Ecommerce – what customers wanthttp://www.younetmedia.com/insights/thuong-mai-dien-tu-khach-hangdang-thuc-su-mong-cho-dieu-gi.html 66 APPENDIX – SURVEY QUESTIONS This is the survey to know about brand awareness (how popular / famous) of our current company (VNShop) compare to its competitors Please help answer the following questions SECTION – PERSONAL INFORMATION The information below will be kept confidential, please input as much as you can This will not be shared with any third party What is your name? (Your name will be kept confidential) How old are you? Your gender (male / female) What is your mobile phone number? (optional) What is your email address? (optional) SECTION – ABOUT BUYING HABBIT 1) Have you ever bought anything online (via lazada, sendo, tiki.vn, adayroi, VNShop)?  Yes  2) No What type of payment you prefer when buying things online  COD – Cash on Delivery  3) Pay online via banking application Do you know about or have used each of the following website or applications Please check the item that you have used  Adayroi.com     Sendo.vn Tiki.vn Lazada.com VNShop 67 4) Which of the following website / application you visit the most when buying, or checking item price? Please select one application or mention name of application if you are buying on another website or application  Adayroi.com      5) Sendo.vn Tiki.vn Lazada.com VNShop Other (please write application name) Please rank the following company in range (1-5) based on popularity? (Range: – unknown, = famous and can be trusted) Company Adayroi.com Sendo.vn Tiki.vn Lazada.com VNShop 6) How would you rate about product categories and offering of each of the following website, application? Company Adayroi.com Sendo.vn Tiki.vn Lazada.com VNShop 68 ... objective of the thesis:  To build marketing strategy for the company Along with above, the other objectives of this thesis are:  Research and summarize the theory on marketing strategy, the. .. process of building a marketing strategy Comment [A2]: What are the current marketing activities at Vnshop, is it effective? why does it require marketing strategy  Perform the external and internal... internal analysis Propose marketing strategy for VNShop, assess and select marketing strategy for VNShop Objects of research Object of this thesis is the marketing strategy for VNShop Scope of