MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF COMMERCE UNIVERSITY OF ROUEN NORMANDY Completing Digital Marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm
GENERAL INTRODUCTION AND ANALYSIS BUSINESS
General introduction about the company
Tomita Farm JSC, short for Tomita Vietnam Farm Joint Stock Company, is a Hanoi-based company established in July 2016 with Japanese investment It operates in two main areas: supplying organic foods and natural, healthful foods, together with high-quality imported foods, to protect public health, especially children, through its Tomita Mart Premium Food supermarket system.
Figure 1.1: Logo of Tomita Vietnam Farm Joint Stock Company
Company name: Tomita Vietnam Farm Joint Stock Company
Abbreviated name: Tomita Farm JSC
Head Office: N8A5 Nguyen Thi Thap - Thanh Xuan District - Hanoi City VietNam – Tax code: 0107499688
E-mail: info.tomitamart@tomitafarm.vn
Mission: TOMITA FARM produces and supplies healthy food to consumers
Vision: TOMITA FARM aims to meet the 5* standard for its products and services
Vision 2020 - Become a leading prestigious brand in the production and supply of organic food, high-end food for families with young children and schools in Hanoi and neighboring provinces.
Management organizational structure
Tomita Farm JSC operates with a functional organizational structure, with departments organized by function and task This arrangement ensures professionalism and meticulousness as staff specialize in their areas of expertise However, the functional setup can lead to some degree of departmental isolation, with silos that operate independently unless cross‑department collaboration is actively fostered The company employs more than 150 people, including both office staff and store personnel.
(Source: Human Resources Administration Department)
Business sectors and sectors
• Tomita Farm JSC does business in retail (supermarket chain)
• Location: With 7 stores throughout Hanoi
1 A2-SO.05 Vinhomes Gardenia, Ham Nghi, Cau Dien, Hanoi
2 L3-RS2 Ciputra, Xuan Dinh, Hanoi
3 1 st floor, CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi
4 N8A5 Nguyen Thi Thap, Nhan Chinh, Thanh Xuan, Hanoi
5 Building 901 Starlake apartment building, Tay Ho Tay Urban area, Xuan Tao, Bac
6 Lobby S1.05, 01SH12 Vinhomes Smart City Tay Mo, Dai Mo, Nam Tu Liem,
7 S2-1001S16 and S2-1001S19 Vinhomes Ocean Park, Da Ton, Gia Lam (opening in June, 2021)
• Products: specializing in providing imports and clean, organic products
- Fresh food (meat; seafood; vegetables, tubers, fruits)
- Frozen food (frozen meat; frozen seafood; packaged items)
- Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, );
- Products for the mother (pregnant milk, functional foods)
- Confectionery; beverages; food; household items
Business results in the last 3 years
Table 1.1: Business results in 2018-2020 of Tomita Mart supermarket chain
Over the last three years, Tomita Farm JSC has shown a markedly evolving growth trajectory In 2019, revenue increased by VND 6,565 million (up 31.31% from 2018), and in 2020 it rose by VND 10,266 million (up 37.29% from 2019) The robust growth in total profit reflects successful business expansion and enhanced marketing activities; however, profits remain small relative to revenue due to high operating costs To improve financial efficiency, the company should continue marketing and expansion efforts while adopting cost-reduction strategies to lower expenses.
Student positions and activities at the intern unit
-Working position: During the 3-month training for Tomita Farm JSC, in addition to surveying customers, I was arranged to be a marketing intern
1.5.2.Activities during 3 months of internship
During my internship under Marketing Manager Mr Pham Quang Long, I was assigned to manage the company's Facebook Fan Page, Shopee store, and official website My duties included replying to customer messages, conducting livestream product demonstrations, and posting product listings on the website and Shopee page to boost customer engagement and online sales.
• Mission: Plan to write content articles about the company's products to increase interaction with customers
-Write content posted on two Facebook pages of the company (product introduction; opening programs, discounts; product introduction posts, sharing experiences of picking milk, vegetables, fish meat, )
- 8 posts/ day to 2 Facebook Fanpages (alternating between product introductions and sharing experiences and customer feedback)
As part of my role, I developed comprehensive marketing strategies to promote the company’s products and strengthen branding, ensuring promotional efforts aligned with overall business goals When Tomita Mart opened two new branches in May and June, I designed opening advertising strategies for the Facebook page to maximize brand awareness, drive customer engagement, and support sales, utilizing targeted social media campaigns, compelling creative, and clear product messaging to establish strong early momentum for both promotion and long-term brand positioning.
-Market survey (survey of marketing campaigns of supermarkets near Tomita Mart's shops)
- Monitor the effectiveness and cost of advertising campaigns on digital media channels (Google Adwords, Facebook)
- Respond to customer feedback as well as advise products Receive the customer's phone, handle some basic situations.
ANALYSIS OF FACTOR AFFECTING DIGITAL MARKETING
-Vietnam is a small-scale market with fast growth and great potential for foreign investors Vietnam is also consistently ranked high in the retail business development index (GRDI)
From 2002 to 2019, Vietnam’s GDP per capita rose to over $2,700, lifting more than 45 million people out of poverty The COVID-19 pandemic in 2020–2021 weighed on the economy, but Vietnam showed notable resilience and remained one of the few countries with positive economic growth The crisis left lasting effects on households, even as underlying growth drivers stayed intact With continued reforms and effective virus containment, Vietnam’s economy was forecast to grow about 6.6% in 2021.
(Source: https://www.worldbank.org/vi/country/vietnam/overview)
Despite the economy’s challenges and the market’s products lagging behind supermarket quality, this gap presents a key opportunity to grow modern retail, including supermarkets and shopping centers Seizing this potential, Tomita Farm JSC has rapidly expanded its store network across multiple locations to meet rising demand Yet the company faces intense competition both domestically and internationally, prompting sharper marketing strategies and more rigorous control measures to sustain growth and competitiveness.
Vietnam's population reached 96.5 million in 2019, up from about 60 million in 1986, and is projected to grow to 120 million by 2050 The 2019 Census shows 55.5% of the population is under 35, with life expectancy near 76 years The middle class is emerging, currently making up about 13% of the population and expected to reach 26% by 2026 (World Bank).
The golden population structure creates many favorable conditions and advantages for the company to implement marketing activities in the context of the 4.0 technology revolution
The 22–35-year-old generation represents Tomita Farm JSC’s most promising customer segment, with growing purchasing power and rapid uptake of e-commerce and social media platforms like Facebook and Instagram Yet for years the company has underinvested in digital marketing, failing to effectively promote its brand online and resulting in campaigns that do not engage customers or deliver strong ROI.
Vietnam's stable political environment creates a favorable climate for retailers, attracting major global retailers to invest in the country The legal system supports business activity with comprehensive laws, including trade law and import/export tax regulations, and Vietnam maintains an open policy toward foreign retail investors The distribution market began opening up when Vietnam joined the World Trade Organization in January 2007.
With roughly three-quarters of Vietnam’s population online, the country presents a ripe landscape for digital marketing and e-commerce growth Since 2017, major e-commerce platforms like Tiki, Shopee, and Lazada have spurred rapid retail expansion, opening new markets for retailers For a retail business such as Tomita Farm JSC, this signals a promising opportunity, though it also brings risks, notably the lack of adequate human resources and technology-ready facilities to support online operations.
Since 2007, Vietnam has faced recurring outbreaks affecting agriculture, including avian influenza, cattle epidemics, and green ear disease in pigs, which, though controlled, continue to disrupt the country’s agricultural supply chains Natural disasters such as prolonged floods across numerous provinces and central regions, along with seasonal rains and high tides in the Mekong Delta, have caused extensive crop damage Additional crop diseases further threaten production, compounding the challenges faced by farmers Separately, packaging practices by many retailers rely heavily on plastic bags rather than paper or recycled alternatives, contributing to increased environmental pollution.
According to the Ministry of Industry and Trade, 13 years after Vietnam joined the World Trade Organization, the country now has about 1,085 supermarkets, 240 shopping centers, and nearly 2,000 convenience stores The establishment of a high-end supermarket owned by the Tomita Mart family, specializing in imports and clean foods, signals intensified competition in Hanoi, where two major chains lead the market: Sakuko, an imported goods supermarket, and Clever Food, a clean-food supermarket.
Sakuko owns the Sakuko Japanese Store, operating more than 30 supermarkets across multiple provinces and cities nationwide The company enjoys strong financial resources, a large workforce, and stability supported by highly successful marketing strategies In recent years, Sakuko has intensified its digital marketing efforts, growing its online presence with nearly 198,000 likes on its Facebook fan page—five times more than Tomita Mart today.
Clever Food is positioned as Hanoi's leading clean-food chain, offering organic vegetables, VietGAP-raised beef and pork, seafood sourced from local catches, and regional fruits Its business model mirrors Tomita Mart, focusing on trading organic products and healthy, sustainable foods Established in 2016, Clever Food operates 8 stores across Hanoi and has garnered about 75,000 likes on its fan page—nearly twice as many as Tomita Mart today.
Tomita Mart acts as a distributor and intermediary between manufacturers and customers, orchestrating sourcing and ensuring reliable delivery By actively negotiating with suppliers, Tomita Mart secures the best possible prices for buyers while every product undergoes rigorous quality testing to guarantee performance.
Currently, Tomita Mart has 2 main customer groups:
Tomita Farm JSC targets high-income individual customers, especially households with young children who are interested in imported products and organic foods that support health These health-conscious consumers are proactive about learning, continually updating their knowledge, and they pay close attention to both family health and their own well-being.
-Other organization goods: businesses (Tet gifts) buy in large quantities
Suppliers assert their power by threatening price hikes or bargaining over product quality To ensure affordable prices for every home, Tomita Farm JSC commits to price stabilization even during crises, allowing for increases only up to market levels, so shoppers at Tomita Mart stay confident and comfortable with their purchases.
Other alternatives of the modern retail chain are:
-A network of traditional markets and local small shops
-Online sales channels, e-commerce floors (Shopee, Tiki, Lazada) are more convenient, suitable for young people
-Intermediary providing transportation services: Viettel Post, Economical delivery Logistics activities are very developed in the Northern market, so the capacity to meet this market is very high
- Marketing media intermediary: Online newspapers such as VnExpress, Cafe.vn, Dan Tri contribute to the transmission of information about the Tomita Mart brand closer to customers
2.3 Internal factors of the company
Tomita Farm JSC employs over 150 staff across its offices and chain stores Approximately 105 employees (70%) hold university or postgraduate degrees, while about 45 employees (30%) have college or intermediate qualifications To streamline the purchasing process, the sales department works closely with procurement to negotiate with suppliers, ensure product quality, and oversee transportation, warehousing, and storage operations.
With charter capital of VND 50 billion from Japan, this is a fairly good capital, fully meeting the company's current retail business
To optimize business processes, the company invests in facility upgrades and technology, including modern computers, reliable network connections, and redesigned working spaces It also renovates and maintains warehouse transport, repairing or replacing vehicles and related equipment to improve logistics efficiency Additionally, the company purchases food-preservation equipment to extend the shelf life of perishables such as fruit, ensuring better product quality and inventory management.
SWOT ANALYSIS AND TARGET CUSTOMER OF TOMITA
VIETNAM FARM JONIT STOCK COMPANY 3.1 SWOT analysis of Tomita Farm JSC
Table 3.1: SWOT analysis of Tomita Farm JSC
- The company can turn around capital quickly
- With more than 5 years of operation, the company has created a reputation with customers, becoming one of the top choices for parents or customers interested in organic food
Our company features a skilled, dynamic, and creative team, and its departments operate efficiently to develop robust business and marketing strategies while collaborating closely to achieve shared goals.
- Products are carefully selected and controlled from the origin, appropriate certifications
- Because the company only operates in the retail business, it is concentrated in only one sector, increasing risks due to the business sector
- There are no reasonable employee remuneration policies
- The company has just started to implement digital marketing activities so it has not had much experience, so it has not brought high efficiency
- The financial resources of the company are limited, so it is not possible to conduct marketing and advertising programs
- The price is higher than some supermarkets (Vinmart, BigC, Lotte Mart, )
- June 30, 2019, THE EVFTA agreement removes tariffs on goods imported from the
EU In addition, the State has policies to support the development of retail systems in
Vietnam, creating conditions for businesses to develop
- The intellectual level is growing, people's incomes are increasing
Invest in nutritional products for children, functional foods for pregnant mothers, organic products are healthy This
- The retail market is a market with great development potential In Hanoi alone, supermarkets and retail stores trading imported products and organic food sprung up close
- More and more foreign-invested enterprises are entering the Vietnamese market That will leave businesses facing great challenges
Rising information security concerns in a barrier-free online business environment have increased competitor participation in the industry For Tomita Farm JSC, this dynamic brings both risk and opportunity: by strengthening information security, expanding secure online channels, and building trust through robust data protection, the company can differentiate itself, attract customers, and drive sustainable business development in a competitive market.
Tomita Mart's customer survey shows the target audience as high-income shoppers aged 25–35, predominantly female (about 84%) They value family health and seek healthy organic products, driven by concerns that root vegetables contain chemical residues As a result, they turn to organic foods of the highest standards that are produced without chemicals.
-Primary data analysis: survey based on 50 customers responding to the survey:
Table 3.2: Customer reviews why to shop at Tomita Mart
According to the latest survey, 40% of customers choose this company because product quality stands out as the primary driver of their purchase decisions This finding marks a significant achievement for the company as it demonstrates effective collaboration with society and parents to guard against unsafe foods The company's commitment to preventing dirty food, foods of unknown origin, and products lacking guaranteed quality benefits public health, especially for young children By prioritizing quality and trust, the company reinforces its position in the market and reassures consumers about safety and reliability.
ANALYZING AND EVALUATING THE SITUATION OF DIGITAL
TOMITA VIETNAM FARM JOINT STOCK COMPANY 4.1 Objectives and budget to implement Digital Marketing activities of Tomita Mart supermarket chain of Tomita Farm JSC
Digital marketing is deployed by the company to promote products and services across digital platforms, enabling reach to more targeted customers and helping to retain them This approach aims to boost awareness, enhance branding, and drive sales by leveraging digital channels.
According to Mr Pham Quang Long, the company currently allocates 5% of annual revenue to digital marketing, totaling about VND 1.8 billion per year (roughly VND 15 million per month) While this budget is modest, it adequately funds the company’s current digital marketing activities During 2020–2021, the COVID-19 pandemic led to a reduction in digital marketing spend to about VND 12 million per month.
According to the sales department, Tomita Mart set a 2020 sales target of 50 billion VND for seven stores and online channels, but profit reached only 70% of that target This indicates a gap between revenue goals and actual profitability Section 4.2 analyzes the operation status of the digital marketing tools across Tomita Mart’s supermarket chain, which is part of Tomita Vietnam Farm Joint Stock Company.
To promote the brand and increase the number of customers, Tomita Farm JSC has been carrying out digital marketing activities from its establishment to today
Table 4.1: Percentage of customers who know Tomita Mart marketing channels
Comment: Customers are reaching mainly for the company's products through Facebook
The fanpage currently accounts for up to 80% of our results Tomita Mart will continue to promote fanpage development and will also intensify efforts to grow other channels, seeking new directions that are more effective than the current approach.
4.2.1.The status of digital marketing tools through social networks
Out of 97.8 million of Vietnam's population, the number of Internet users in Vietnam in January 2021 was 68.72 million
Figure 4.1: Social media statistics to 1/2020
(Source: https://www.smartinsights.com/social-media-marketing/social-media strategy/)
Noticing this opportunity, Tomita Farm JSC has also carried out marketing activities on social networking platforms and typically Facebook
• Fanpage: The Facebook page used by the company is: https://www.facebook.com/tomitamart https://www.facebook.com/TomitaMartKhucThuaDu
Figure 4.2: Tomita Mart Fanpage image
Two fan pages have reached 40,957 likes and 42,754 followers, reflecting the brand's social media presence The company regularly posts information about products, promotions, sales programs, customer care, and feedback on its products to boost engagement However, when compared to the company's five-year operation, these figures appear modest for a retail business that heavily depends on marketing activity The online response rate is five minutes, supported by a dedicated sales team of six employees to ensure fast customer replies and an optimal customer experience.
During the 2020–2021 COVID-19 lockdowns, when staying home was essential, Tomita Mart implemented comprehensive, customer-focused policies to safeguard public health It offered home delivery, free shipping within a 7 km radius, and discounts to support customers during the pandemic.
Figure 4.3: Statistics of reach at 2 Fanpage from 1 - 5/ 2021
(Source: https://business.facebook.com/creatorstudio/insights_performance)
An analysis of the latest statistics shows that reach declined by 7.99% and follower counts fell by 3.16% compared with 2020, signaling a slowdown in audience growth To reverse this trend and expand customer reach, Tomita Mart should implement new, data-driven strategies focused on content optimization, targeted campaigns, and enhanced engagement to attract more customers.
- Primary data analysis: Results of reviews, customer feedback on Tomita Mart products on the Facebook platform, show positive feedback from customers for the company's products
Table 4.2: Customer reviews for company booths on Facebook
Level of evaluation 1 star 2 stars 3 stars 4 stars 5 stars
Review: Based on the above results, it can be shown that the percentage of customers satisfied with the product is up to 82%
4.2.2.The status of digital marketing tools through e-mail
Tomita Mart currently sends two main types of email content—product introductions and discount promotion newsletters However, the email marketing strategy lacks additional content that could boost engagement and effectiveness, such as campaigns around customer birthdays and company birthdays, and regular updates from nutritionists.
Besides, although it already owns a large database, the company has not conducted a grouping of customers (based on criteria such as age, geography, interests, consumer habits)
Tomita Mart's new marketing plan relies on sending bulk emails that aren’t personalized for individual customers, which makes it difficult for messages to reach the target inbox The lack of personalization and segmentation hurts email deliverability and reduces the campaign’s overall effectiveness.
4.2.3.The status of digital marketing tools through Youtube
Tomita Farm JSC operates its main YouTube channel, "TOMITA MART - TOMITA JUNIOR CHEF," which was launched in July 2017 The program, organized by Tomita Mart, is designed exclusively for children who have a passion for cooking and who want to experience the dishes showcased by Tomita Mart.
Figure 4.4: Tomita Mart's Youtube channel
(Source: https://www.youtube.com/channel/UCsj07l_sQcKxyShSK0sLqYg)
Tomita Farm JSC's YouTube marketing efforts are unfocused and under-resourced, with activities stopping at simply posting content rather than executing a deliberate distribution strategy to reach targeted customers The channel lacks dedicated personnel to plan, create, optimize, and engage, which limits reach and ongoing momentum As a result, subscriber growth stalls at around 1,000 subscribers, signaling a missed opportunity for brand visibility and customer acquisition To turn this around, implement a coherent YouTube content plan, a structured distribution and promotion workflow, and invest in suitable human resources to drive engagement and subscriber growth among the intended market segments.
4.2.4.The situation of digital marketing activities through Shopee
Tomita Mart positions itself as a high-end brand that delivers high quality at an exceptionally attractive price, a value proposition that resonates with Vietnamese shoppers This approach taps into local consumer psychology and supports Tomita Mart’s appeal to price-conscious, quality-minded buyers Shopee offers meaningful incentives for both sellers and buyers, creating a dynamic marketplace that enhances value and reach Consequently, Shopee stands out as the ideal trading platform to align with Tomita Mart’s positioning and strategic goals, driving visibility, conversions, and growth.
Figure 4.5: Image of the booth at Shopee by Tomita Mart
(Source: https://shopee.vn/tomitamart)
Tomita Farm JSC operates the e-commerce site Tomita Mart, which enjoys a relatively high customer review rate but suffers from a low response rate of 56%, leading to many customers’ responses being not positive Subscriber numbers remain low due to insufficient manpower, lack of advertising investment, and little emphasis on distributing content to reach more target customers Strengthening customer service, investing in marketing, and implementing a proactive content distribution strategy are key steps to improve engagement, boost subscriber growth, and convert reviews into positive customer experiences on Tomita Mart.
Table 4.3: Customer reviews for the company's booth on Shopee
Level of evaluation 1 star 2 stars 3 stars 4 stars 5 stars
Comment: Based on the above results, it can be shown that the percentage of customers satisfied with the product is 50%
4.2.5.The status of digital marketing activities through search engines (SEM)
When consumers search for a product, they often turn to Google to compare prices and locate where to buy Google Ads is a paid advertising platform that lets sellers bid to place their websites at the top of search results, boosting visibility and driving more clicks.
Figure 4.6: tomitamart.vn via Google Analytics
(Source: https://analytics.google.com/analytics/web/provision/#/provision)
Comment: Google Analytics reviews show:
- The bounce rate is decent (41.4% compared to average: 46.2%)
The main website attracted 42.6 thousand visitors, including 13,431 organic searches (31.1% of total traffic) This represents a marked growth in visitor numbers in the first five months of 2021 compared with the end of 2020.
4.2.6 The status of Digital Marketing activities through the Website
STUDENT COTRIBUTION AND EXPERIENCES LEARNED FOR
THEMSELVES DURING THE INTERN UNIT
- Increase 5,538 (from 39.134 to 44.413 - increase 8,9%) new followers on 2 Facebook pages
- Conduct market surveys at the point of sale to help the company have new policies to build appropriate marketing activities
-Help the company rebuild the website (add the number of goods available at the point of sale) to help increase the number of purchases on the website
• Learn product knowledge: what products should babies use, how to choose baby milk, what this product adds to pregnant women,
Enhancing and perfecting soft skills has boosted my confidence as I graduate and prepared me for future roles Through hands-on experiences in communication, presentation, and teamwork during my office internship, I have cultivated and refined these essential abilities, turning them into practical strengths that support effective collaboration, clear articulation of ideas, and adaptability in the workplace This ongoing soft skills development drives my career readiness, helping me stand out to employers and grow professionally as I enter the job market.
Effective time management is essential when juggling a full-time workload of eight hours per day In my work sessions, I first build solid product knowledge before introducing offerings to customers, then collaborate with product developers to align features with user needs I keep a concise daily report to track progress, pursue new markets through market research, and generate new customers for the company, all while delivering attentive customer care to sustain satisfaction and loyalty.
-Communication skills: communicate with colleagues and advise customers on the company's products and services
Strong writing skills are foundational to content marketing, which is the process of creating and sharing valuable, high-quality content that captures the attention and interest of customers within a specific niche Content marketing encompasses formats such as written content, images, and videos During my internship, I work with two primary content types—written content and image content—to support our marketing goals and demonstrate how diverse assets can engage target audiences.
In a real work environment, take initiative in every task: greet colleagues, introduce yourself, and actively start building connections Proactively learn about your role, seek out a mentor or guide, and don’t shy away from asking questions when you face challenges By owning your learning and engagement, you accelerate on-the-job growth and lay a solid foundation for long-term success.
Under heavy time pressure, I had to manage a flood of deadlines and tackle difficult tasks I had never attempted before, a workload far greater than anything I faced in school The demands required rapid problem solving, sharp prioritization, and the ability to adapt quickly to new and challenging assignments.
At first I had to work hard to avoid slowing the team's progress, but the manager's helpful advice turned that pressure into a catalyst for developing an effective time management habit By restructuring my approach, I learned how to prioritize, set realistic timelines, and delegate when needed, ensuring the group stayed on track and I grew more productive.
-Professionally: I myself am afraid of not being able to do the job, lack of experience, have time pressure and fear of being criticized from people around
-Worry about a professional working environment that is far different from the university environment (work pressure, working hours, pressure on deadlines, difficulty communicating with colleagues and superiors)
I am grateful for the chance to experience real-world environments where I can apply the knowledge I’ve gained across diverse situations This direct, hands-on exposure lets me translate classroom learning into practical action and allows me to articulate and pursue plans that were once confined to theory It also opens doors to new experiences and the opportunity to build meaningful professional relationships that fuel my growth.
Being in direct contact with work: is a process that helps me discover many things: my own strengths and weaknesses, lacking professional knowledge, passion for work,
Through the internship process, it helps me have a more accurate view of the future direction
This internship has been a tremendous opportunity for professional development, helping me bridge the gap between university life and the real world The initial transition from the university environment to the workplace was challenging, and I felt stressed and discouraged Yet with the guidance of supportive mentors at the company, insights from university professors, and encouragement from friends, I turned those difficulties into practical lessons and a disciplined approach to learning that I could apply on the job In just three months, I have gained valuable skills, built confidence, and accumulated experience that will pave the way for my future career.
During a three-month training program, I gained valuable marketing skills and was exposed to a professional work environment that helped me identify and improve my weaknesses I also faced significant early challenges in real-world marketing tasks—posting content, running advertising campaigns, and handling customer interactions—in a competitive setting Yet with enthusiastic guidance from management and the support of colleagues, I learned to navigate these tasks effectively and complete the job to the best of my ability.
During the implementation of this study, the processes of research, surveying, and data collection used to diagnose the company’s digital marketing activities may contain errors; I welcome constructive feedback and guidance from instructors to help develop a more accurate understanding of the marketing challenges and to strengthen the proposed solutions.
REFERENCE LIST OF DOCUMENTS ON THE INTERNET:
1 Company website: https://tomitamart.vn/
2 https://vi.wikipedia.org/wiki/Wikipedia
4 https://www.facebook.com/TomitaMartKhucThuaDu
5 https://www.facebook.com/tomitamart
6 https://www.youtube.com/channel/UCsj07l_sQcKxyShSK0sLqYg
7 https://bigstarmedia.vn/earned-media-la-gi.html
8 https://www.worldbank.org/vi/country/vietnam/overview
9 https://www.smartinsights.com/social-media-marketing/social-media strategy / new - global - social - media - research
10 https://business.facebook.com/creatorstudio/insights_performance
11 https://blog.hootsuite.com/youtube-stats-marketers/
12 https://www.google.com.vn/?hl=vi
13 https://analytics.google.com/analytics/web/provision/#/provision
I am Tran Thi Phuong Thanh, a student at Thuong Mai University and Rouen University I am conducting a study on the execution of digital marketing activities for Tomita Mart, the supermarket chain operated by Tomita Vietnam Farm Joint Stock Company The project aims to help the company develop effective digital marketing strategies that better meet customer needs and drive growth To gather the insights I need, I am sharing this interview to learn more about how the company currently implements its digital marketing activities.
We look forward to your cooperation I sincerely thank you!
Question 1: Please tell me your gender? o Male o Female o Prefer not to answer
Question 2: At what age are you? o From 16 to 24 years old o From 25 to 35 years old o Over 35 years old
Question 3: What interests you most when deciding to buy at Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company? o Company brand o Product quality o Price of product o Service quality
Question 4: Which Tomita Mart products did you buy and use? (Multiple answers can be selected) o Fresh food (meat; seafood; vegetables, tubers, fruits) o Frozen food (frozen meat; frozen seafood; packaged items) o Fruits (imported; regional) o Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, ) o Products for the mother (pregnant milk, functional foods) o Confectionery; drink o Food, food; household items o Cosmetics
Question 5: Evaluate your satisfaction of about the quality of the company's products according to the following criteria:
Dissatisfied Neutral Satisfied Very satisfied
Question 6: How do you feel about the booth on Facebook Fanpage? o 1 star o 2 stars o 3 stars o 4 stars o 5 stars
Question 7: How do you feel about the booth on Shopee? o 1 star o 2 stars o 3 stars o 4 stars o 5 stars
Question 8: What marketing tools do you know about Tomita Mart's company and products? o E - public relations marketing (via website content) o E - public relations marketing (social networking sites such as Facebook, Youtube) o Marketing through electronic trading platforms (such as Shopee) o Direct e-marketing (E-mail marketing, SMS, )
Question 9: Evaluate your satisfaction about the salesman of the company?
Dissatisfied Neutral Satisfied Very satisfied
Salesman's ability to understand customers
Ability to advise and answer questions for customers of sales staff
Question 10: What are your comments on trade promotion activities the company to serve customers better?
Sincerely thank you for your cooperation!
Appendix 2: RESULTS OF CUSTOMER SERVEY
The results are based on interviews with 50 clients to Tomita Mart Interview questions are processed in chapters 4 and 5
Question 1: Please tell me your gender?
Question 2: At what age are you?
Question 3: What interest you most when deciding to buy at Tomita Mart supermarket chain of Tomita Farm Vietnam Joint Stock Company?
Company brand Price Product quality Service quality
Question 4: Which Tomita Mart products did you buy and use?
(Multiple answers can be selected)
Question 5: Evaluate your satisfaction about the quality of the company's products according to the following criteria:
Dissatisfied Neutral Satisfied Very satisfied
Question 6: How do you feel about the booth or Facebook Fanpage?
1 star 2 stars 3 stars 4 stars 5 stars
Question 7: How do you feel about the booth on Shopee?
1 star 2 stars 3 stars 4 stars 5 stars
Question 8: What marketing tools do you know about Tomita Mart's company and products? o Electronic public relations marketing (via website content): 9 o Public relations marketing (social networking sites like Facebook, Youtube): 34 o Marketing through e-trading platform (such as Shopee): 5 o Direct e-marketing (E-mail marketing, SMS, ): 2
Question 9: Evaluate your satisfaction with the salesman of the company?
Dissatisfied Neutral Satisfied Very satisfied
Salesman's ability to understand customers 0 3 15 21 11
Ability to advise and answer questions for customers of sales staff