Our team hopes we are able to understand BAEMIN and how it works on mobile devices

According to new research Cuong, 2021, theVietnamese population has up to 68.72 million people out of a total of 90 million people using the Internet, 72 million people havingsocial netw

I/ Introdution

1 Importance of the mobile commerce

Mobile devices have become inseparably linked to modernconsumers According to new research (Cuong, 2021), theVietnamese population has up to 68.72 million people out of a total

of 90 million people using the Internet, 72 million people havingsocial network accounts, and 154.4 million people being able toconnect to a mobile network The statistical data presented aboveconfirms the market's high potential for mobile commerce This is

also regarded as fertile ground for businesses to exploit and profitfrom

Because of its flexibility and use of wireless mobile devices, Commerce is extremely convenient for users Mobile devices, asopposed to traditional computers, are portable, adaptable to avariety of screen sizes, and can connect to the Internet instantly

M-Customers can now easily interact with businesses via smartphonesand tablets at any time and from any location This also implies thatmarketers must use mobile to connect with customers and conductmobile commerce campaigns in order to do business effectively Furthermore, mobile apps and mobile websites load 1.5 times fasterthan a web app or a traditional website because there is no need toget data from the server when using a mobile device, allowingcustomers to buy goods quickly People prefer to buy products andservices directly from their smartphones rather than finding thetime to sit at a computer because websites and mobile apps providethe same functionality their desktop or laptop computer.

Finally, Mobile Commerce is extremely personalized Becauseeveryone will have their own mobile device Mobile applications will

be able to access customer personal data information (ifauthorized) Knowing their habits, interests, and activities allowsyou to provide services that are tailored to each individual

With over 68.72 million people using smartphones to access theinternet every day, mobile applications and e-commerce are on therise Besides that, mobile shopping is a one-of-a-kind trend that hascaptured one-third of the e-commerce market Whatever you call it,

an e-commerce app, a shopping app, or a retail app, they arerapidly growing and thus very important in the mobile commercebusiness

2 Objectives of the research report

Our team hopes we are able to understand BAEMIN and how itworks on mobile devices Moreover, the influence of customers onthe application will also be researched in this report

3 Description

- Company introduction:

Baedal Minjok is owned by Woowa Brothers Corp Baedal Minjok is aSouth Korean unicorn startup that provides food delivery In 2020,the company's revenue is expected to be 1.09 trillion won ($960million) Woowa Brothers Corp and the Baedal Minjok brand werepurchased by Delivery Hero in March 2021 The company's currentgoal is to support and develop the field of "food technology" byutilizing advanced technologies such as artificial intelligence (AI)and "self-driving robot" technology

2011 – in February The leading Korean food ordering application

"BAEMIN" has officially set foot in Hanoi after nearly a year ofoperation in Ho Chi Minh City The following are significantmilestones in Baemin's operation and development in theVietnamese market:

 In May 2019, Baemin made its first appearance in theVietnamese market, with a stop in Ho Chi Minh City Ho ChiMinh City

 In addition to the food delivery service, Baemin launched theutility "Baemin goes to the market" in April 2020

 In June 2020, Baemin will officially "Go North" to Hanoi

 In January 2021, "Baemin Goes to Market" will be available inHanoi

 In March 2021, this brand landed in Da Nang

 By August 2021, Baemin will be present in 8 major citiesacross the country, 5 of which are centrally run

- Mobile app introdution:

The Baemin application is designed with a distinct blue logo anddistinctively written company name, creating an initial impressionand making it easily identifiable When you open the app, you willsee colorful images and lively drawings that stand out from a whitebackground The main feature of BAEMIN as a food deliveryapplication is the ability to order food online through the mobilephone app BAEMIN will collaborate with restaurant partners,eateries, and other resellers to upload products, food, and drinks tothe application, from which customers can select dishes and havefood delivered to them on the location BAEMIN has its own fooddelivery team and does not use intermediary delivery services

The Baemin company's image includes a yellow-haired cat riding amotorcycle while wearing a helmet, as well as other simple andsociable images We have seen the fast food delivery speed whilestill ensuring the drivers' safety as well as bringing good food and

making customers satisfied when they place orders with the brand'ssignature slogan "BAEMIN, Nóng giòn đây!"

II/ Content

1 Business model

- Baemin's swot analysis overview

After successfully acquiring the online food ordering applicationVietnammm.com in early 2019, Baemin officially joined theVietnamese market and covered the service in Ho Chi Minh City.This application has been tested for over a year on some centralareas in the same area During this time, despite being a "newbie"

in a market with many competitors and explosive growth, Baeminhas asserted his leadership with a differentiated approach todelivering authentic customer experiences We will investigateBaemin's SWOT model further

STRENGTHS

Baemin has a strong parent company in Korea, where it is currentlythe No 1 Food Delivery app The application presents informationclearly and attractively, and it is simple to search for food byseparate categories The current model of Baemin is the same asNow, Grabfood is a food delivery app, with the main feature ofordering food online via mobile app, but with a creative andproductive workforce and a diverse product offering A strategy offocusing on serving regions, regions to reduce shipping costs, andincreasing fast delivery has propelled Baemin to the top three fooddelivery markets

Besides that, Baemin made the greatest investment in the process

of recruiting and training riders Baemin focuses on designing

uniforms with youthful and beautiful colors for riders in order tobuild the image of well-mannered and polite riders.

Moreover, Baemin has numerous promotions throughout the year,which are accompanied by freeship promotional vouchers (helpingcustomers not need to go to buy but still get free shipping,especially safe and convenient during the epidemic season)

WEAKNESSES

Because Baemin entered the market after Now and Grab, it isunknown to many sellers, resulting in a list of restaurants that is stillnot diverse and rich The supply of drivers is also limited, resulting

in the app always displaying "busy driver" when placing orders, andshipping costs remain relatively high when compared tocompetitors Furthermore, unlike competitors such as Grab, Now,and Gojek, the company only offers food service and does notprovide technology motorbike taxis or delivery

Vietnam is one of the top 15 smartphone-using countries in theworld It is difficult to deny that smartphones are an inseparablepart of Vietnamese people's lives; this presents an opportunity forthe online food delivery industry to grow

In the complicated development of the Covid-19 epidemic, socialdistancing must be implemented, restrictions on outings andgatherings have had a significant impact on service industries such

as food delivery However, when the epidemic was under control,the government gradually lifted the ban, allowing the food deliveryservice industry to thrive once again People have the mentality ofordering food at home to ensure the health of themselves and thesociety The outbreak can be considered both a challenge and anopportunity for Baemin to develop

The rapid urbanisation in cities is increasing, as is the number ofurban residents, people also have a higher source of income, whichleads to a shift in consumption behavior; instead of cooking athome, they now order food In addition to rapid urbanization, thenumber of people driving during peak hours causes traffic jams,making it difficult for people to leave their homes to shop for food

THREATS

Baemin faces another challenge in terms of market orientation One

of the most specific risks is the "bom hàng" Furthermore, as thepopulation grows, traffic congestion becomes an obsession Itcauses food delivery to take longer, lowers food quality, and raisestransportation costs during peak hours, resulting in dissatisfiedcustomers who may no longer choose businesses to serve their

needs The cost of promotion / advertising investment, as well asthe number of employees required to cover the entire delivery pointnetwork across the city, consume a significant amount of money forbusinesses.

- Rivals

According to new research (ĐẠI CHIẾN NOW - GRABFOOD - BAEMINLỰA CHỌN NÀO TỐI ƯU CHO CHỦ QUÁN?, 2022), the online fooddelivery market in Vietnam is expanding rapidly, particularly as theCOVID-19 pandemic appears to increase consumer demand higher.The three market leaders, NOW, GRABFOOD, and Baemin, are allimplementing strong communication strategies to increase brandcoverage across the country The question is, however, "What is thebest option for restaurant owners and customers?" Below is acomparison table between these 3 businesses:

Strategy Market

dominance andmarket share

Taking on the

marketingcommunication tocompete

Hit each smallarea one byone

Content The emphasis is

on deliveryspeed

Super-fast service

delicacies

Fast deliveryand freshnesspreservationare

highlighted.Media

Concentrate onimplementinglarge-scalemediacampaigns tospread thebrand's

messagethroughout thecountry.

Media

Chanel Featureless Make use of avariety of

Influencers(influencers)

Using the mostinfluential

artists at themoment

giving" tiered discountcode

multi Market

At home, Woowa Brothers dominate more than 65% of the fooddelivery market share with the Baedal Minjok app, surpassing more

than 40 domestic Assessing the popularity of food ordering

applications, this survey shows that 37% ofrespondents regularlychoose GrabFood, while Now and BAEMIN are 34% and 16%respectively

(source: qandme.net)

BAEMIN currently has the third-largest share of social discussion,with 21.95% The battle for market share among online fooddelivery apps is still intense and appears to be "heating up." BAEMINhas a number of strategies in place to help it speed up and follow

GrabFood

BAEMIN's official fanpage, along with a slew of "eye-catching" mediacontent and images, have captured the attention of young peoplewho adore Saigon's cuisine, quickly becoming the primarycommunication channel for attracting customers more than 3900comments in less than 3 months of operation Furthermore, thecompany did not forget to "cover" the dining and culinarycommunities with attractive promotions, resulting in over 1300mentions

2 Customer experience

- Geographics

Country Urban or major cities of Vietnam such as Ho Chi

Minh, Hai Phong, Ha Noi, Da Nang, Korea

City

cize

Over 1 million consumers

Density Consumers currently live in big cities such as Ho

Chi Minh, HaNoi, In addition, BAEMIN has alsolaunched in some central districts such asDistrict 1, District 3, District 10 before graduallycoverage in other regions

Originated as the largest food delivery application in one of theworld's largest delivery markets, Korea Despite entering theVietnamese market later than competitors such as Grab andNow, .BAEMIN has rapidly expanded its service from threegeographically covered cities to 21 cities since the beginning of theyear Furthermore, will continue to expand the market across thecountry

- Demographics

Market

Secondary TargerMarket

Gender Female (mostly) and

Nationally Vietnam, Korea and Asia

Family life

cycle

Single/ young/ divorced/

Young couple Elderly couple with children

BAEMIN's target customers are young people and office workersbetween the ages of18-30 From the time of debut to the presenttime, the age group is 25-34 (adult age group or office peopleaccount for the majority with 57.5% of people interested ionBAEMIN, second place is the age group 18-24 with the number ofpeople interested in BAEMIN 38.1%) Female customers stillmake up the majority with 67.8%, completely different frommale customers with only 24%

- Customers in school: This age group is unlikely to be good atcooking There was a post that said, "Ording 35k horses and cooked

at home 50k / portion =)))) I'd rather order food." This age group

prefers as low-cost voucher discount codes as possible.Furthermore, this age has not spent properly, making it impossible

to go to the market to buy food

Office worker

Students/Under-graduatedPsychograplic - Busy

- Convenience

- Not good atcooking and notinto cleaning

Go out with family on

a weekend or aspecial day orholiday

save time andorders Attract

customers,who want tofood throughBaemin

Costs with discountcodes in number ofpotential experience

price for ameal

promotions

The first important thing when entering a new market is howcustomers can know your brand And BAEMIN was so creative whenbuilding his brand in an impressive way BAEMIN's brand identitycan be described by the phrase: "Simple makes a difference" with 3main parts as follows:

- Logo: BAEMIN's logo is designed prominently, impressively andeasily recognizable with the prominent white BAEMIN brand text onthe typical Mint blue background With this logo, customers caninstantly recognize this as BAEMIN

The image of the mascot "BAEMIN Cat" - In its branding strategy.BAEMIN has focused a lot on his brand identity, in addition to theBAEMIN Logo, he also built a funny, cute, simple, and close-to