IMPROVING THE INTERNET MARKETING MODEL OF GTA AUTO PARTS COMPANY

As a new and small size company, the company's information on online forumsand websites is still very limited, leading to the service and reputation of the companynot being known too wid

Bachelor’s Degree in Managing and Running Organization

Major: Project Management

Student: HOANG Duc Long Company: GTA VIET NAM SERVICE AND

TRADING COMPANY LIMITED Promotion: 2020 - 2021 Address: Number 37 C1B Tan Mai, Tan Mai

precinct, Hoang Mai district, Ha Noi city,

Viet Nam.

WORKING PERIOD FROM MARCH 1 ST 2022 TO MAY 27 TH 2022

“IMPROVING THE INTERNET MARKETING MODEL OF GTA AUTO

TABLE OF CONTENT OF PROJECT REPORT

1 Introduction 2

1.1 The process of formation and development of the company 2

1.1.1 Introduction: 2

1.1.2 Basic information 2

1.2 The organizational structure of the company 2

1.2.1 Legal type: Single-member limited liability company 2

1.2.2 Mission of each position in Hierarchical organizational chart of GTA company 5

1.3 The company's line of business 6

1.4 The company's performance over 3 years 2018, 2019, 2020 6

1.5 Analyze the company's strengths, weaknesses, opportunities, threats 8

2 The project 9

2.1 Origin of the project and problem to be solved 9

2.1.1 Origin of the project 9

2.1.2 Problem to be solved 10

2.1.3 WBS and Gantt chart 10

2.2 Phase 1: Improve search results on Google 12

2.2.1 Goals 12

2.2.2 Task and timeline 13

2.3 Phase 2: Marketing on Facebook 25

2.3.1 Goals: 25

2.3.2 Task and timeline 25

2.4 Phase 3: New interface for website 37

2.4.1 Goals 37

2.4.2 Task and timeline 38

3 Conclusion 48

3.1 Difficulties encountered and solutions: 48

3.2 Contribution to the company: 48

3.3 Knowledge and experience learned 48

In 2019, the company had a second facility at No 05 Alley 331 Tran Khat Chan,Hai Ba Trung District, Hanoi on a larger scale than the first one.

In 2020, despite the global covid pandemic, the company still had a positiveprofit growth compared to the previous year (6.23% compared to 2019 – according tothe company's financial statements

Logo of mother company

GTA company’s branch – GTA Automotive Parts

at no 05, Alley 331 Tran Khat Chan, Hai Ba Trung District, Hanoi

Up to now, after 3 years of being present in the market, the company has beengrowing stronger and stronger with profits growing year by year and gradually gaining

a position in the auto parts market in Vietnam During this short 3-year period, thecompany has also signed cooperation contracts with a number of other shops and smallbusinesses to become a reliable and quality supplier in the auto parts segment

As a new and small size company, the company's information on online forumsand websites is still very limited, leading to the service and reputation of the companynot being known too widely, as well as some difficulties for the project team duringthe investigation and survey

1.1.2 Basic information

- Name: GTA VIET NAM SERVICE AND TRADING COMPANY LIMITED

- Founder : Lai Van Tuyen

- Address: Number 37 C1B Tan Mai, Tan Mai precinct, Hoang Mai district, HaNoi city, Viet Nam

- Branch: GTA Automotive Parts (No 05, Alley 331 Tran Khat Chan, Hai BaTrung District, Hanoi)

- Phone number: 0985260038

- Website: http: http://phutungotogta.com/

- Founded date: January 3rd, 2018

- Authorized capital : 3-5 billion, difficult to determine because the companydoes not manage authorized capital so the number goes up and down month by month

- Main business: Trading car accessories

1.2 The organizational structure of the company

1.2.1 Legal type: Single-member limited liability company

Hierarchical organizational chart of GTA company (provided by GTA company)

CEO

Administrative

department departmentHRM departmentBusiness departmentAccountant departmentTechnical exportdepartmentImport and

Vice president

1.2.2 Mission of each position in Hierarchical organizational chart of GTA company

- Administrative department: Undertake all the work related to administrativeprocesses and procedures; manage and supervise the work of employees in thecompany; and provide legal advice to the Board of Directors when needed

- HRM department:

Boost employee performance

Search, Engage and Recruit

Training and improving professional skills for employees

Building a legacy HR class for businesses

Propose and implement compensation and benefit policies

Set up the human resource system for the organization

Reporting, forecasting and suggesting improvements for HR issues

- Business department: This is the department responsible for advising the Board

of Directors on issues related to the sale of the company's products and services to themarket; consulting on product research and development; market expansion; Buildingrelationships with customers

- Accountant department: An accountant is a position in charge of recording,collecting, storing, providing and processing financial information Accountants areresponsible for preparing financial statements to serve the activities of the companyand external agencies: banks, tax authorities

- Technical department: Technical department is a department that plays the role

of building and maintaining structures, machines, equipment, systems and operatingprograms of machines and equipment in enterprises This department directly managesthe technical, technological and machinery related matters of the enterprise to ensuresmooth and efficient operations related to technology At the same time, quickly repairand overcome errors related to technology and machinery, carry out maintenanceaccording to regulations, ensure that the system of machinery and technologicalequipment works smoothly and does not happen disruptions affecting production andbusiness activities

- Import and export department: Is the department responsible for coordinationand monitoring of supply chain activities Ensure the company's assets are usedefficiently and use logistics technology to optimize the freight process…

1.3 The company's line of business

Business code: 4530 (Main) Sale of spare parts and accessories for automobilesand other motor vehicles (Except for property auctions)

1.4 The company's performance over 3 years 2018, 2019, 2020

As a new and small size company, the company's information on online forumsand websites is still very limited, also due to the strict privacy policy, the results ofperformance are not allowed to publish The group project can only collect the data for2020

Table 1.2.4: Revenue in 2020

(Source: Accountant department)

In general, 2020 with more than the first 3 months of the year is the time whenVietnam enters the first phase of fighting the Covid epidemic in the most severe way

At that time, Prime Minister Nguyen Xuan Phuc's view of "accepting economic losses

to protect people's health and lives" was appropriate and correct in the current context.Therefore, economic sectors are almost frozen to serve the anti-epidemic, and GTAcompany is no exception It can be seen that the first 3 months of 2020 of businessesfall to the lowest level of the whole year, almost just over 1 million VND for eachproduct

And the following months have a certain increase and decrease, but not as low asthe first 3 months Products of Honda and KIA have the highest sales of the company'sproducts in general To assess that 2020 is not a very unsuccessful year for GTAcompany because even though it is a small business and also has a few months falling

at a time when the whole country's economy is frozen because of the epidemic, thecompany has also tried to stay strong stable to bring in approximately more than 35billion VND in revenue

1.5 Analyze the company's strengths, weaknesses, opportunities, threats

- Small business, easier to manage and

capture information within the enterprise

- Cooperate with a few small

showrooms, garages,… proves that the

business has a stable position on the

market

- Good price reaches customer

satisfaction

- Quality assurance facilities

- The departments work professionally,

comply with rules, regulations, and laws

- Weak marketing/advertisement

- Few goods offer for customers, so theservice is not attractive enough to makepeople feel interested in it and come touse trial

- The business has small spaces shouldlimit the number of people coming towork or limit the reception of customers

- Public information is very limited so

it is difficult to exploit information as anoutside person

- Good commercial, social network so if

the business invest in marketing,

advertisement, customer survey/research,

… it would be a benefit to let people

know about the business

- People’s needs are increasing every

day

- People's incomes increase

- The demand to buy cars is higher

- The number of cars is larger

- The demand for car care is increasing

day by day

- The need for repair, maintenance and

upgrade is also higher

- External events: Complicated covid

19 epidemic

- Compete with big rivals

- The cost of importing goods will

increase due to the epidemic

- With the current marketing formula, it

is difficult to expand the number ofcustomers

Based on the SWOT model, I have a comment: With a new business and having

a small model, the four aspects of strengths, weaknesses, opportunities and threats areeasier to detect by the team And I will also have more qualifications and opportunities

to participate in building and contributing to the company's development in the future,instead of more difficult when participating in giant enterprises in the market This is agood foundation so that when given the opportunity to enter a more competitiveenvironment, each person will also have the experience to know what to do

2 The project

2.1 Origin of the project and problem to be solved

2.1.1 Origin of the project

2.1.1.1 Reason for choosing the project

This is a newly established company, so there will be more issue research tolearn and improve or create new methods easier After reaching an agreement with thecompany, I was assigned to do an internship in the marketing department under theguidance of the manager

I have studied the company's marketing for the past few years and have foundthat its marketing is still a bit behind that of its competitors I made a proposal andconsulted with the leadership about my project "Improving the internet marketingmodel of GTA auto parts company" and was approved by the company's management

I know this company through the process of participating in a group projectbefore The criteria for me to choose this company are: Easy access; easy agreement;commitment to benefit both parties; Learn new skills in the work environment

- The company's website interface is outdated and difficult to manipulate forcustomers To overcome it, it is necessary to change the new interface to make thewebsite more trendy and easier to manipulate for customers

2.1.2 Problem to be solved

2.1.2.1 Improve search results on Google:

GTA brand is not having many search results and images on Google searchengine because it overlaps with a famous game brand Therefore, it is necessary toincrease the company's image and brand popularity on the largest online searchplatform - Google to reach more customers and increase the company's brand value.2.1.2.2 Marketing on Facebook:

Currently, the company mainly conducts marketing and business activities usingZalo - a Vietnamese social network Facebook is the largest social network today, so ithas a huge number of potential new customers So the company wants to promote thebrand and expand its business and on Facebook

2.1.2.3 New interface for website:

The company's website is not focused on development and management, makingthe website not updated regularly The interface of the website is outdated and theoperations on the website are not easy for customers Website is a very important tool

in business development, so it is necessary to renew and upgrade the interface of thewebsite

2.1.3 WBS and Gantt chart

2.1.3.1 WBS

Research the websites

competitors use to sell

Research the websites

competitors use to sell

Make a list of websites

Post on websites

Marketing on Facebook

Create a Facebook account

Create a Facebook account

Expand relationship on Facebook

Expand relationship on Facebook

Set up Fanpages

Post about products and promote the brand

Post about products and promote the brand

Analysis of marketing strategy

Analysis of marketing strategy

Building online marketing strategy

Building online marketing strategy

Run ads

New interface for website

Analyze company's website

Analyze company's website

Research competitor's website

Research competitor's website

Contact the website service provider

Contact the website service provider

Ideas and final product decisions

Ideas and final product decisions

Start designing and running tests

Start designing and running tests

- Help promote the brand and image of the store to the right target customers.

- Put many images of GTA on sales websites so that customers can access thecompany's products more easily

- Access more and more customers

2.2.2 Task and timeline

(day)

Research and search for sales,

classifieds and transaction

websites that are widely used,

known and easy to find

Research the websites competitors

use to sell

Make a list of websites that will

post products and company

images

Start posting company products as

well as promoting the company's

image on current websites

2.2.3.1 Research and search for sales, classifieds and transaction websites

(*Source: https://www.xe.chotot.com/ )

Chotot.vn is the hottest and most user-friendly classifieds website in Vietnamtoday Allows buyers and sellers to connect and transact securely and easily in aconvenient and clear environment All categories are available on Chotot.vn's website,including buying, selling, home searches, cars, jobs, used electronics, pets, and evenhome services family Chotot.vn provides Vietnamese people with an online platform

to use in a simple, convenient, hassle-free way, without registration and anyone cansearch and post relevant information about categories of products for sale rangingfrom real estate, electronics to cars and more Therefore, this website helps sellersaccess a variety of customer sources and is an indispensable destination when tradinggoods

https://rongbay.com/

(Source: https://rongbay.com/ )

Rongbay.com is a classifieds website, an advanced e-commerce product ofVCCorp company Rongbay is currently in the top 100 most famous websites inVietnam With the motto "Fast ads, easy to find", RongBay.com gives customers achannel to post information on classifieds goods and services in the most abundant,fast and effective way RongBay.com offers a variety of items, including categories forbuying and selling cars, motorbikes, and auto parts This website allows sellers to postsales without having to go through difficult censorship steps, helping to push the post

to the front page to easily reach customers So this is also one of the good websites forauto parts business

September 2021, muaban.net has more than 4 million members Among them, morethan half are regular customers who post information on the system As one of the firstclassified websites, muaban.net always improves the quality of its website to make iteasy for buyers and sellers to access and use muaban.net is a reputable website forcustomers wishing to buy and sell real estate, cars, motorbikes and especially autoparts For those who use muaban.net to post products for sale, In addition tosupporting free posting, the website will support sellers to post illustrations of up to 30different images This makes it easier for customers and candidates to visualize theadvertised information Images also help the content of the post become richer andmore prestigious when displayed In short, muaban.net is a website worth experiencingwith the features and level of customer reach it brings to users.

There are many other websites such as: https://raovat321.com/ ;

https://raovat.vnexpress.net/ ; https://raonhanh365.vn/ ; https://muare.vn/ ;

https://raovat.vn/ ; https://khuchotot.com/ ; ……

2.2.3.2 Research the websites competitors use to sell

In the current 4.0 economy, the impact of information technology is extremelylarge, businesses have been racing on most technology platforms to promote and selltheir products Websites, social networks, are indispensable tools that play animportant part in the business strategy of businesses from small to large Postingproduct information as well as building a company website or simply posting sales one-commerce sites are widely used The development of technology as well as thepopularity of e-commerce sites for consumers brings great benefits to businessesbecause it does not cost too much to advertise products Therefore, more and morebusinesses use this form to do business and along with that is the increasingly strongcompetition The study and analysis of competitors also become an important issue tobuild a business strategy for your business Here is a list of competitor websites that Igathered through my competitor research:

https://quangcaoso.vnhttps://tpvinh.vn/

https://xn hay-y-8ya8114c.vn/https://in4maps.com/

https://www.yellowpages.vnhttp://trangvangtructuyen.vnhttps://trenziagency.com/https://www.viet-biz.comhttps://yomaps.net

https://eprice.vn/

https://blog.muabannhanh.com/https://hoidulich.com/

https://vi.worldcombiz.com/https://yomaps.net/

https://news.oto-hui.com/https://www.otosaigon.com/

2.2.3.3 Make a list of websites

In today's society, when the economy is strongly influenced by technology,consumers' shopping activities also change markedly In the past, when consumerswanted to buy goods, they had to spend a certain amount of time shopping during the

day Today, consumers only need to use smartphones, computers or other portableelectronic devices to shop online Buyers and sellers when participating in retail in e-commerce are no longer limited governed by store opening hours, geographic location.With a few simple clicks, they can be accessed and purchased a wide range of goods

24 hours a day, seven days a week It can be said that e-commerce has been changingthe face of retail stores, service providers, it brings the idea of enrichment to manypeople, companies, businesses and certainly, It will continue to influence sellers andconsumers' online buying behavior for years to come Participating in e-commercehelps businesses save a significant amount of money in business investment.Therefore, finding out reputable e-commerce sites to use is also not an easy problembecause there are increasingly countless e-commerce sites to meet the needs ofbusinesses and consumers use Below is a list of e-commerce sites I have researchedand used to sell my company's products

2.2.3.4 Post on websites

- Product introduction: name, product code, origin; uses;

- The company's commitment to the quality of the product, commitment togenuine import from the manufacturer

- There are good policies for customers: Warranty policy; delivery supportpolicy; payment in many forms; price support, discount for dealer, garage

- always include a brief introduction to the company: name; office address;business items; email; commitment to genuine, high-quality products; Deliverysupport; warranty;

- There is information for customers to easily contact: hotline; phone number ofsales; email; social networks (Zalo, Facebook)

The auto parts manufacturing industry is very special, so most of the customerswho come to this product are those who are knowledgeable about the auto partsindustry According to the experience of the CEO with more than 10 years in the autoparts industry: "When customers search for a product, the most important thing tothem is not a beautiful product image, good video and good sound, but is the mostauthentic image of the product, clear, can see full details about the product, themanufacturer's label." Therefore, when posting product images, every detail It should

be clear because on a car every part is very important, even a small mistake can lead to

a car accident that endangers the driver

To avoid competitors using product images provided by their company, eachproduct image posted on the website is attached with the company's logo

After a while of posting, the Google search results of the GTA brand haveincreased very well More images of the Gta brand and the company's products werefound, showing that the mission was completed as expected

2.3 Phase 2: Marketing on Facebook

2.3.1 Goals:

+ Creat a Place to share information related to products and services tocustomers: especially upcoming events, promotions, discounts, discounts, gifts + Help promote the brand and image of the store to the right potential customers.+ Install a certain content in the memory of the target audience or customer Thatcontent can be business name, product brand, brand name, product promotion, + Bring high connectivity and interaction between customers and businesses.+ Deliver the most reasonable advertising to the right customers

+ Expand new potential customer relationships for the business

+ Expand brand awareness to customers

2.3.2 Task and timeline

(day)

Create a personal facebook

account using the company's

name

Posting articles promoting the

company's products and brands

Building online marketing strategy 5 25/4/2022 29/4/2022

2.3.2.1 Create a Facebook account

The account is set up using the email and phone number provided by thecompany, with just a few steps, the account has been successfully created

- Account name is company name: GTA Auto Parts

- The account introduction is the business line (auto parts), hotline/Zalo andcompany email

- Avatar: company logo