FOREIGN TRADE UNIVERSITY FACULTY OF BUSINESS ENGLISH ---***---MID TERM REPORT Major: Business English THE CURRENT SITUATION OF DIGITAL TRANSFORMATION IN MARKETING OF PHU THAI HEALTH AND
AN OVERVIEW OF PHU THAI HEALTH AND BEAUTY
Company Overview
English name: PHU THAI HEALTH AND BEAUTY CARE JOINT STOCK
Vietnamese name: CÔNG TY CỔ PHẦN CHĂM SÓC SỨC KHỎE VÀ
Abbreviated name: PHU THAI HBC.,JSC
Address: No 192/19 Thai Thinh Street, Lang Ha Ward, Dong Da District,
Phu Thai Health and Beauty Care Joint Stock Company (PHU THAI HBC JSC) was established in December 2009 and is headquartered at 192/19 Thai Thinh, Dong Da District, Hanoi As part of the Phu Thai Holdings ecosystem, it operates alongside a diversified portfolio of subsidiaries, including Phu Thai Industry Co., Ltd.; Phu Thai Agriculture Joint Stock Company; Kowil Vietnam Fashion Joint Stock Company; Phu Thai Industrial Equipment Co., Ltd.; Phu Thai Beauty and Health Care Joint Stock Company; and Phu Thai Real Estate Joint Stock Company, reflecting a broad footprint across manufacturing, agriculture, fashion, equipment, beauty and health care, and real estate sectors.
Figure 1.1: Proportion of shares of Phu Thai Holdings
Phu Thai HBC.,JSC specializes in trading and distributing health and beauty care products and serves as a leading wholesaler for a range of global brands In Vietnam, Phu Thai HBC.,JSC is the exclusive distributor of Wella, the German-based global leader in professional hair care with over 140 years of innovation and a focus on quality, trends, and the benefits to both salons and consumers Wella’s renowned lines—System Professional (SP), Elements, and Nioxin—underscore its commitment to advanced hair care solutions By partnering with Wella, Phu Thai HBC.,JSC strengthens its position in the Vietnam health and beauty wholesale market, delivering trusted products to salons and retailers nationwide.
Phu Thai HBC.,JSC has a total of 20 employees across all its locations divided in 5 main departments: sales, accounting, marketing, inventory and education & training.
Phu Thai Holdings and its subsidiary Phu Thai HBC JSC have established themselves as a prestigious, quality bridge between companies, manufacturers, and consumers, significantly enhancing the circulation of goods and promoting the retail market through a robust distribution and logistics network The Phu Thai Holdings portfolio outlines a clear vision and mission to create value along the supply chain by connecting producers with buyers, delivering reliable logistics solutions, and fueling sustainable growth for all stakeholders.
1.1.2 Vision download by : skknchat@gmail.com
“To become the leading logistics and distribution group in Vietnam”.
Phu Thai Group and Phu Thai HBC JSC are professional, internationally oriented companies that continuously innovate to mature and grow across all aspects They actively integrate into the global economy, create many jobs, stabilize workers’ livelihoods, and fully contribute their socio-economic obligations to the state, guided by a mission to deliver sustainable value and advance national socio-economic development.
1 Provide a variety of quality products and services to serve the needs of consumers.
2 To establish the organization's core competencies by having effective network coverage, systems, skilled people and cost effectiveness.
3 To provide full distribution solutions as both integrated distribution and logistics service providers.
4 To coordinate operations between business units to achieve a single strong and diverse entity.
5 To provide profitable and profitable growth for our stakeholders.
The company maintains a straightforward organizational structure with four divisions under the leadership of CEO Nguyen Thi Trang, ensuring clear reporting lines and efficient operations The human resources footprint is modest, with twenty employees distributed across the key departments.
The organizational structure of Phu Thai HBC., JSC will be mentioned below: download by : skknchat@gmail.com
Figure 1.2: Organizational Structure of Phu Thai HBC., JSC
(Source: Phu Thai HBC.,JSC, 2017)
The CEO, or chief executive officer, is the highest-ranking executive in a company and acts as the top leadership figure Their core responsibilities include making major corporate decisions, overseeing the overall operations and resources, meeting and negotiating with partners, and serving as the public face of the organization.
The Accounting Department oversees the company’s cash flow, including cash inflows and outflows, and is responsible for accounting, auditing, organizing financial data, supporting financial decision-making, and producing the company’s financial statements.
Sales Department is responsible for directly generating revenue The sales department is tasked to ensure that the sale of products and services results in profit through the distribution channels of the company The sales department coordinates with the marketing department in terms of brand-awareness, product-launching and more.
The marketing department promotes the business to target customers to generate sales and drive company growth Its functions include developing marketing strategies and planning promotional campaigns, as well as conducting market research to refine messaging It also monitors competitors' activities to identify opportunities and stay ahead in the market.
The Human Resources and Training Department is responsible for recruiting the right people with the required skills, qualifications, and experience, and for coordinating the hiring process It also determines the salary and wages for different job positions within the company, ensuring competitive and fair compensation In addition, this department designs and delivers training programs to develop employees’ capabilities and support their ongoing professional growth For related resources, inquiries, or downloads, you can contact skknchat@gmail.com.
Inventory positions is responsible for accounting of items and checking stock situation for sales to ensure that you have enough stock on-hand and to identify when there’s a shortage.
In every department, a manager leads by supervising tasks, mapping out strategies, and coordinating plans to ensure smooth operations and strong business performance; they monitor progress, assign responsibilities, and drive initiatives that align with company goals In SMEs, however, the Inventory department often operates without a dedicated manager due to company size and lighter workloads This lean organizational structure is common across small and medium-sized companies and supports efficient operations, effective use of human resources, and reliable distribution of Wella products to the market When departments collaborate closely, profits rise, but losing even a single position at Phu Thai HBC.,JSC can threaten the company’s ability to stay competitive in the market.
Below is the division of labor in each specific department of Phu Thai HBC.,JSC that join into business of company:
Table 1.1: A number of staff of each department in Phu Thai HBC.,JSC
Department Number of staff Rate
(Source: Adapted by the author, 2021)
The Sales and Marketing departments account for the majority of the company's workforce due to their direct role in delivering Wella products to target customers These two teams collaborate to boost brand awareness, drive product launches, and execute a range of marketing strategies and campaigns They coordinate marketing efforts to retailers and end customers, ensuring aligned messaging and effective responses to promotional activities across distribution channels.
The majority of the employees are from college; 75% of which has bachelor degree and 20% of employees have college degrees There is only one employee with a high school degree who is a hairstylist in the HR & Training department.
Phu Thai HBC.,JSC’s subject is specialized in doing business on Wholesale of other household products and classified in the following areas:
- NACE 46.45 Wholesale of perfume and cosmetics
- NACE 46.46 Wholesale of pharmaceutical goods
- NACE 46.47 Wholesale of furniture, ca
- NAICS 4232 Furniture and Home Furnishing Merchant Wholesalers
- NAICS 4236 Household Appliances and Electrical and Electronic Goods
As the exclusive distributor of Wella Company products in Vietnam, Phu Thai is currently distributing and trading the following main products:
Wella Professionals: with the strength of color, curling, straightening, care product lines, was born in 1880.
System Professional: the world's most advanced and popular hair care product line, born in 1974.
Nioxin: the world's best thinning hair care product line for 17 years in a row, used by more than 90% of Americans for hair loss treatment.
Besides, there are familiar hair tools and appliances widely used in the hair industry such as curling irons, curling irons, dryers, trolleys, etc.
Internship activities
I had the opportunity to complete a month-long internship at Phu Thai HBC., JSC in the Marketing Department from June 12 to August 13, 2021, under the guidance of Marketing Manager Ms Nguyen Thuy An.
I joined the company for my internship just as Ms An had recently taken over the marketing department, stepping into a leadership role At that time the team consisted of only two employees—Ms An and one other staff member—providing a firsthand view of how a small marketing unit operates under new management.
Recognizing the role of digital marketing in the company’s development and market expansion, Director Ms Trang and Ms An have expanded the department’s scope by creating two new marketing specialist positions.
Therefore, my tasks in the company changes a little bit in two phrase:
At first, in the first half of July, when the company has not yet recruited two specialists in the department, I work as Ms An's assistant, mainly supporting her with simple tasks that help me get used to the new workplace environment and to the job as well The main task every day is to write and organize posts in Facebook fan pages, book press, seed articles on groups and channels, translate related documents, create consumer surveys or forms, brainstorming for marketing strategies and so on.
Then, in the rest half of July, when the company has recruited two new marketing specialist, I am assigned the right tasks as a digital marketing content writer:
Planning and writing content for online sales channels and social media (Facebook, Instagram), posting 1 post per day per channel.
Working closely with other teams to support marketing events/campaigns.
Doing market research trends, products & services and objects related to projects; wrote reports
Contacting and following agency seeding ads on groups, forum, e-news (Saostar, Kenh14).
Besides, I can participate in internal training activities to help me improve my expertise and network and meet job performance. download by : skknchat@gmail.com
AN ANALYSIS OF DIGITAL MARKETING
Theoretical basis of digital marketing transformation
The definition of what constitutes the digital economy has evolved over time, this research uses a definition proposed in a report of Organization for Economic Co- operation and Development (OECD) by (Bukht and Heeks, 2017, p17) “That part of economic output derived solely or primarily from digital technologies with a business model based on digital goods or services.” To this definition it has been suggested that inclusion of broader trends, such as platformization, digital transformation in data and e-commerce, is needed for making policy evaluations. download by : skknchat@gmail.com
Figure 2.1 below depicts a broad definition of the scope of the digital economy that is reported in the (OECD, 2017) report.
Figure 2.1: Scope of digital economy
Digital transformation, according to Forbes, rests on three distinct pillars: customer experience (CX) and engagement via social media, operational processes, and business processes I-Scoop defines digital transformation as the profound transformation of business and organizational activities, processes, competencies, and models to fully leverage the changes and opportunities of a mix of digital technologies and their accelerating impact across society in a strategic and prioritized way, with present and future shifts in mind In plain terms, digital transformation is the application of digital technologies (like desktop-as-a-service or DaaS) to influence all aspects of business and society.
Understanding broader from the definition of digital transformation, a digital transformation in marketing refers to the shift from digital complacency to the download by : skknchat@gmail.com active pursuit of digital excellence through the proper usage and optimization of your digital channels More specifically, this means refining your digital channels to gain deeper insights that inform your approach and improve the customer journey.
Drivers of digital transformation in marketing
In looking at common threads across these waves of change, there are three key factors or drivers of change that have emerged.
Digitalization of business processes is reshaping communication, transportation, and industrial infrastructure, as new technologies streamline operations and expand interconnections between systems This wave of innovations boosts productivity in production and distribution while driving down costs and enhancing consumer convenience.
Competition has evolved into new forms that deliver greater value to consumers These models rely on integrating advanced technologies to provide 24/7 access to products, information, and communication Consequently, business capability is closely linked to technological capabilities and to the evolution of business models.
The third is manifested by changing consumer preferences Here changing demographics and consumer values are key drivers of changing consumer preferences.
Stages of digital transformation (in marketing)
Brian Solis, the principal analyst at Altimeter, studies digital technologies and their effects on businesses and society In his recent report “Six Stages of Digital Transformation”, he notes that digital transformation is one of the most important trends for businesses today and details the 6 stages that an organization would go through on the journey.
Table 2.1: The Six Stages of Digital Transformation
Business as usual Organizations operate with a familiar legacy perspective of customers, processes, metrics, business models, and technology, believing that it remains the solution to digital relevance download by : skknchat@gmail.com
Pockets of experimentation are driving digital literacy and creativity, albeit disparately, throughout the organization while aiming to improve and amplify specific touchpoints and processes.
Experimentation becomes intentional while executing at more promising and capable levels Initiatives become bolder, and, as a result, change agents seek executive support for new resources and technology.
Individual groups recognize the strength in collaboration as their research, work, and shared insights contribute to new strategic roadmaps that plan for digital transformation ownership, efforts, and investments.
A dedicated digital transformation team forms to guide strategy and operations based on business and customer- centric goals. The new infrastructure of the organization takes shape as roles, expertise, models, processes, and systems to support transformation are solidified.
Digital transformation is becoming a core business strategy as executives and strategists recognize that change is constant A new ecosystem is emerging to identify and act on evolving technology and market trends, starting with pilot programs and advancing to scalable operations.
Modern marketing relies on technology to measure the comprehensive performance of campaigns and to guide future strategies and decisions Digital marketing encompasses any marketing effort that leverages online media and the Internet across connected devices—such as mobile phones, home computers, and the Internet of Things (IoT) Core digital marketing activities focus on delivering a brand message through search engines, social platforms, apps, email, and websites.
Today’s digital marketing aims to reach customers with conversion-focused messages delivered across multiple channels as they move through the sales funnel Ideally, marketing teams can track how each message and channel contributes to the ultimate goal, enabling clear attribution of impact To succeed in the digital era, businesses should strategically apply the key digital marketing channels, while acknowledging that not every channel fits every company due to resource constraints The best approach is to focus on a few primary channels to maximize marketing performance and create a meaningful impact on target consumers.
8 Types of Digital Marketing Strategies
A digital marketing strategy relies on online tools across eight core platforms: social media, influencer marketing, content marketing, email marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, affiliate marketing, and mobile marketing Each platform offers distinct ways to reach audiences, build brand visibility, generate leads, and drive sales, and a successful plan balances these channels based on goals, audience, and budget.
Figure 2.2: Types of Digital Marketing
Today's consumers rely heavily on social media platforms such as Instagram, Facebook, LinkedIn, and Twitter, so brands must stay active across these channels to engage their audience Consider these statistics: the average user maintains about eight social media accounts, and the typical person spends roughly 2 hours and 22 minutes per day on social media With 5.11 billion people owning mobile phones, about 3.26 billion access social media on their devices.
Social media platforms are essential channels for modern marketing, enabling brands to reach prospects through paid ads and sponsored content with precise targeting options such as location, job title, interests, and age They also support organic promotion of products or resources to followers, helping brands engage with customers, foster positive experiences, and build loyalty In addition, a strong social media presence lets marketers shape a distinctive brand voice that boosts awareness and makes the brand more shareable, as demonstrated by Wendy’s witty Twitter persona that consistently earns likes, retweets, and replies.
Another effective way to harness digital channels to reach target audiences is with influencer marketing Brands can partner with celebrities, sites, or others that are considered experts in their field, that share similar values Here is an example of influencer marketing: GoPro partnered up with this Colorado-based influencer, Loki, whose followers include many outdoor enthusiasts This put their product in front of their target audience, with a recommendation from a like-minded, trustworthy source.
Current situation of digital transformation in marketing activities of Phu
2.2.1 Marketing activities for Wella brand on digital platform
First, let’s take a look at the marketing situation in Phu Thai HBS.,JSC compared to Digital Marketing Transformation framework.
In the Industry 4.0 era, every company must navigate a six-stage journey of digital transformation in marketing, with progression contingent on organizational capacity rather than urgency Phu Thai HBS.,JSC stops at Stage 3, the phase of conducting experiments on online platforms, for reasons not provided, leaving the company paused before advancing further in its digital marketing transformation.
1 Using common social media such as Facebook, Instagram to approach target customers Facebook is the main channel to public product information/content and events to customers Specifically, 3 main Facebook pages for Wella product brands are Wella Professionals, System Professionals (SP) and Nioxin in which closed deals are mainly made. Instagram and Website is created but not active usually; so its traffic is not counted for marketing performance.
2 Launching stores on E-commerce platforms (Shopee, Tiki, Lazada) In the context of customers shopping behavior changes online, especially in the Covid-19 pandemic, it is important for the company to engage in e- download by : skknchat@gmail.com commerce channels to level up its competitiveness Phu Thai has official stores for Wella products on 2 channels: Shopee and Lazada.
3 Booking influencers and KOLs to build trust on products Customers purchase when they trust and trust is built from someone they know, they admire and are interested in.
However, the marketing activities still have limitations All of these activities stop at the planning and implementing phase without effective conversion.
- No useful insights of customer demand to improve the next marketing campaigns.
- Lack of financial resources: Getting engagement in digital platforms requires a large amount of instant capital for advertising, agency outsourcing, KOL booking, and many other activities.
- Lack of executive support and commitment: Senior company leadership is still fully behind the transformation effort Therefore, transforming marketing functions will become just another project and a side job for a few.
- Staff and company culture have not been ready to go digital and open to high technologies.
To move beyond Stage 3, the company must drive culture change and secure executive buy-in while navigating entrenched work practices, culminating in a strategic roadmap Individual groups and departments are embracing digital collaboration and accelerating investments in technologies that will transform the business and empower cross-functional teams to sustain digital transformation.
Today’s digital marketing prioritizes reaching customers with conversion‑driven messages across multiple channels as they move through the sales funnel Among eight marketing strategies, Phu Thai operates across four core channels: social media, influencer marketing, content marketing, and affiliate In July, the marketing team launched a promotion across the entire Wella product line to boost sales during quarantine The brand also creates humorous content, including Covid‑19 related videos, and hosts a live stream on its pages to increase interaction and promote social responsibility All programs run on online platforms such as Facebook, Instagram, and TikTok.
Below is data illustration on social media as main tool of Wella’s marketing strategy in Figure 2.3:
Figure 2.3: Facebook analytic insights in July of Wella Professionals page
According to Facebook analytics for Wella Professionals' Facebook page in July 2021, the page recorded 528 page views and 9 page previews, with page likes rising by 162 compared to the previous month A red arrow marks weekly changes versus the prior week under Facebook policy, which can differ from monthly trends, meaning a metric can dip in a week but still rise over the whole month Total post reach climbed to 32,060, up 3% thanks to the new marketing campaign These insights help Wella Professionals gauge social media health and guide decisions for upcoming programs.
Industry 4.0 is accelerating worldwide, including Vietnam, but many Vietnamese enterprises, especially SMEs, struggle to achieve full digital transformation due to limited capital, expertise, and infrastructure Phu Thai HBC JSC, the exclusive distributor of Wella, the world's leading hair-care brand, benefits from Wella’s marketing programs as it advances its digital marketing efforts Transforming marketing to digital yields tangible outcomes: broader reach and precise audience targeting, deeper customer insights, and faster, more cost‑efficient campaigns that boost engagement and conversions With data-driven decision-making, real-time performance analytics, and scalable channels, the company can optimize its marketing spend, improve ROI, and align with Wella’s global brand initiatives, strengthening its market presence in Vietnam and supporting SME growth in a competitive digital economy.
As mentioned in the previous part, Phu Thai HBC.,JSC launched a new marketing campaign to promote Wella products in July The campaign is completely run on social media and ecommerce platforms and brings positive outcomes as expected The chart below show the typical index of the campaign:
Figure 2.4: Comparison on Social Media Business Indicators from May to July
(Source: adapted from Wella Professionals Facebook page)
From May to July, the social media marketing metrics show July delivering stronger results, with post reactions rising to 1,256 in July (up from 515 in May and 560 in June) due to higher posting frequency and higher-quality content, including a key post each week receiving targeted investment Page likes climbed from 96 to 162, bringing the total page likes to 19,000 A key campaign metric—deals generated—reached 73, more than double May and June, driven especially by the live-stream launch of the promotion.
“BUY 2- GET 4” plus free shipping In conclusion, Phu Thai HBC.,JSC is trying to gradually catch up with the digital trend in the very first step on online platforms and achieve some positive signals to speed up in the next stages.
Wella's digital marketing activities have delivered strong outcomes for the brand's products On average, nearly 50 users per day express interest in Wella products, while a July livestream drives about 20 orders After the store launched on Shopee in early July, the first five orders were placed, signaling immediate traction on the platform At the same time, registrations for the online hair course taught by Wella global professionals increased significantly, underscoring growing demand for expert training alongside product education.
In conclusion, Phu Thai HBC.,JSC’ approach to digital channels brings it the following benefits:
Customer-centric marketing campaigns drive higher engagement and better customer experiences across digital channels, a trend that intensified during Covid-19 Consumers can instantly access information about Wella’s product quality, reputation, usage guidance, and hot deals on their phones, without visiting a store Culturally, putting the customer first is a fundamental factor for success in the digital era Techniques such as Customer Journey Mapping and Persona development enable Wella to raise its competitive standing by tailoring messaging, content, and touchpoints to real customer needs.
Analytics to the Core: Data-driven digital tools and analytics everywhere have become the new creed for Phu Thai HBC.,JSC, making interactions and transactions measurable across the business Predictive analytics help anticipate customer needs, guiding the design of marketing and retail campaigns that meet those needs and reinforce the brand reputation With endless personalization now a practical reality, data-driven insights enable scalable, tailored experiences that deepen engagement and drive growth.
Silos No More: Marketing now operates as an integrated ecosystem where every facet—from creative development and marketing operations to inbound and outbound strategies—works in unison Whether broadcasting to broad audiences or narrowing focus through targeted campaigns, and whether leveraging account-based marketing or building brand equity through social media engagement, the entire function aligns to deliver cohesive, consistent messaging This holistic approach boosts efficiency, enhances customer experiences, and yields measurable results across the marketing funnel.
The collateral, communication templates, brand guidelines, and every other content for Wella will be accessible across the marketing value chain to distributors.
RECOMMENDATIONS
Design for Customer-Led Positioning
The digital environment can be infinitely manipulated by consumers While it would be impossible for customers to redesign a physical retail store based on the product attributes they seek, this is quite easy online With a few mouse clicks on a service, the entire store can be reconfigured based on fat content or calories or price. How do companies then position their products in an environment in which customers decide what factors are important and can obtain almost perfect information instantaneously on the performance of the product and its competitors? How do companies position a product when consumer chat rooms and other interactions allow for real time global flow of 'word of mouth' communication? And how can companies take advantage of the community building power of the Internet?
- Positioning of both and the characteristics of the auctioned product, rather than the specifics of the product alone that determines the positioning of and attractiveness of the auctioned item.
- Focusing not just on the benefits of the products offered by the firm (and its immediate competitors) but on the benefits sought from the entire range of products and services considered by the consumer.
Effective positioning and differentiation increasingly hinge on affect—the emotional bonds between consumers and brands and the value a firm offers through its products and services This emotional branding, once confined to fashion and perfumes, is now expanding to hard goods like computers and automobiles, as illustrated by Apple's 'Think Different' positioning for the iMac and iBook and Mercedes-Benz's new branding as an American treasure.
Redesign Advertising as Interactive and Integrated Marketing
Advertising and other marketing communications were historically shaped by mass media, but digital technology has spawned new interactive media that enables more addressable and responsive customer communication This shift moves marketers away from traditional broadcast approaches toward interactive media, revolutionizing how brands engage with audiences The change is driven in part by technology advances that lower costs for companies, making it easier to reach and interact with customers in real time.
An e-Business platform unifies media advertising, online communications, public relations, packaging, customer service, and every other customer touchpoint into a single cohesive ecosystem, delivering a diverse library of educational content that is also entertaining and funny This approach blends informative learning with engaging entertainment to enhance brand experience, trust, and conversion across all digital channels A strategic content mix—how-to guides, product information, FAQs, tutorials, and lighthearted videos—ensures consistent messaging, improved customer service, and sustained engagement along the entire customer journey.
- Cultivating Web’s design to keep customers spending time on the site and develop relationships with the company.
- Creating events bonding relationships between brands and consumers.
Track for Data and Feedbacks
The purpose of any business when joining in digital marketing transformation is to substantiate the importance of the optimization of the retailer’s business for search engines to increase organic traffic; to gain customers insights and practical solutions regarding optimization of their business in the internet as part of an effective marketing strategy; to create the typical valid data micromarking, which will contribute to an advantages to see at a big picture, and finally boost the company sales, profits and reputation.
The following online tools are popular to track consumer feedback:
- Google My Business (to study the specifics of profile),
- JSON-LD Generator (to generate the data micromarking), download by : skknchat@gmail.com
- Google Structured Data Testing Tool (to verify the validity of data micromarking),
- HTML Symbols - Unicode symbols are used to add special symbols in the data micromarking.
- The basic program MS Excel is used for visualization and interpretation of data.
Applying these solutions in this digital era will help the Phu Thai HBC.,JSC quickly catch up with the trend in the world and be ready to step into the next stages in the future.
As the digital revolution unfolds, Phu Thai HBC.,JSC initially prioritized technology itself over its marketing implications As the world shifts from physical to virtual, and value moves from the greasy gears and hard steel of the industrial age to the high concepts of the knowledge economy, Phu Thai HBC.,JSC now recognizes the importance of digital transformation in marketing to build relationships with customers and other external stakeholders, understand their needs, communicate effectively, meet changing demands, and foster sustainable relationships and loyalty Although the company has begun its own approach to catching up with the trend, it remains far from the digital advances needed to raise product awareness and strengthen brand reputation.
Reinventing marketing requires Phu Thai HBC.,JSC and other companies to re-examine concepts, methods, and practices to ensure they fit the evolving global digital landscape This shift presents a significant challenge to both the academic community and business practitioners The long-term marketing strategy should avoid blindly chasing trendy digital tools without a clear understanding and vision, instead leveraging financial and human strengths to equip management with robust, measurable tools and actionable insights to navigate and succeed in the changing digital world.
Driven by internal interests to elevate marketing within the organization, the recommendations in this report helped Phu Thai HBC.,JSC pivot to a new digital era They outline a targeted set of consumer-focused activities that should be tailored to engage the right audience Consequently, it is essential for Phu Thai HBC.,JSC to revise its marketing strategy to quickly adopt digital channels and stay competitive in the market By understanding the global digital reality and embracing modern marketing principles, marketing leaders can regain lost momentum, and corporate executives can improve their odds of success in the turbulent, ever-changing digital environment.
Chaffey, D and Ellis-Chadwick, F., 2019 Digital marketing Pearson UK
Gillpatrick, T., 2019 The Digital Transformation of Marketing: Impact on
Marketing Practice & Markets Economics, 7(2), pp.139-156 DOI: https:// doi.org/10.2478/eoik-2019-0023
Natorina, A., 2020 Business optimization in the digital age: Insights and recommendations Економічний часопис-ХХІ, 181(1-2), pp.83-91.
OECD Report 2018 ‘Implications of the Digital Transformation for the Business Sector’, Conference held in London UK, 8-9 November
Solis, B., 2016 The six stages of digital transformation maturity Altimeter
< https://www.briansolis.com/2016/07/huffington-post-6-stages-digital- transformation-research/>
Công ty cổ phần Chăm sóc sức khỏe và sắc đẹp Phú Thái 2017, Báo cáo bộ máy tổ chức tại công ty 2017, Hà Nội.
Công ty cổ phần Chăm sóc sức khỏe và sắc đẹp Phú Thái 2020, Tài liệu báo cáo Đại hội cổ động thường niên năm 2020, Hà Nội. download by : skknchat@gmail.com
Công ty cổ phần Chăm sóc sức khỏe và sắc đẹp Phú Thái 2021, Báo cáo kết quả kinh doanh trên nền tảng số 2021, Hà Nội.
Hồ sơ công ty 2014, Công ty Cổ phần chăm sóc sức khỏe và sắc đẹp Phú Thái, Hồ sơ công ty, viewed 27 July 2021,
Phu Thai Group 2019, Về chúng tôi, Phu Thai Group, viewed 28 July 2021,
. download by : skknchat@gmail.com