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

The leading Korean food ordering application "BAEMIN" has officially setfoot in Hanoi after nearly a year of operation in Ho Chi Minh City.. The following aresignificant milestones in Ba

I/ Introdution

1 Importance of the mobile commerce

Mobile devices have become inseparably linked to modern consumers According tonew research (Cuong, 2021), the Vietnamese population has up to 68.72 millionpeople out of a total of 90 million people using the Internet, 72 million people havingsocial network accounts, and 154.4 million people being able to connect to a mobilenetwork The statistical data presented above confirms the market's high potential formobile commerce This is also regarded as fertile ground for businesses to exploit andprofit from

Because of its flexibility and use of wireless mobile devices, M-Commerce isextremely convenient for users Mobile devices, as opposed to traditional computers,are portable, adaptable to a variety of screen sizes, and can connect to the Internetinstantly Customers can now easily interact with businesses via smartphones andtablets at any time and from any location This also implies that marketers must use

mobile to connect with customers and conduct mobile commerce campaigns in order

to do business effectively

Furthermore, mobile apps and mobile websites load 1.5 times faster than a web app or

a traditional website because there is no need to get data from the server when using amobile device, allowing customers to buy goods quickly People prefer to buyproducts and services directly from their smartphones rather than finding the time tosit at a computer because websites and mobile apps provide the same functionality.their desktop or laptop computer

Finally, Mobile Commerce is extremely personalized Because everyone will havetheir own mobile device Mobile applications will be able to access customer personaldata information (if authorized) 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 the internet every day,mobile applications and e-commerce are on the rise Besides that, mobile shopping is

a one-of-a-kind trend that has captured one-third of the e-commerce market Whateveryou call it, an e-commerce app, a shopping app, or a retail app, they are rapidlygrowing and thus very important in the mobile commerce business

2 Objectives of the research report

Our team hopes we are able to understand BAEMIN and how it works on mobiledevices Moreover, the influence of customers on the application will also beresearched in this report

3 Description

- Company introduction:

Baedal Minjok is owned by Woowa Brothers Corp Baedal Minjok is a South Koreanunicorn startup that provides food delivery In 2020, the company's revenue isexpected to be 1.09 trillion won ($960 million) Woowa Brothers Corp and theBaedal Minjok brand were purchased by Delivery Hero in March 2021 Thecompany's current goal is to support and develop the field of "food technology" by

utilizing advanced technologies such as artificial intelligence (AI) and "self-drivingrobot" technology

- History development:

Baedal Minjok was created in 2010 by founder Kim Bong-jin Kim created the BaedalMinjok platform in order to make commissions on orders placed through the app InJune 2019, Baedal Minjok began operations in Vietnam starting from Ho Chi MinhCity Woowa Brothers said that it will launch its food delivery service app early nextmonth in Vietnam after completing beta service test Service will be offered first in

Ho Chi Minh, the largest city in Vietnam by population, before it expands to othercities including the capital Hanoi The app launch comes after Woowa Brothersacquired Vietnam’s online food ordering platform Vietnammm – founded in 2011 – inFebruary The leading Korean food ordering application "BAEMIN" has officially setfoot in Hanoi after nearly a year of operation in Ho Chi Minh City The following aresignificant milestones in Baemin's operation and development in the Vietnamesemarket:

 In May 2019, Baemin made its first appearance in the Vietnamese market, with

a stop in Ho Chi Minh City Ho Chi Minh City

 In addition to the food delivery service, Baemin launched the utility "Baemingoes 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 in Hanoi

 In March 2021, this brand landed in Da Nang

 By August 2021, Baemin will be present in 8 major cities across the country, 5

of which are centrally run

- Mobile app introdution:

The Baemin application is designed with a distinct blue logo and distinctively writtencompany name, creating an initial impression and making it easily identifiable Whenyou open the app, you will see colorful images and lively drawings that stand out

from a white background The main feature of BAEMIN as a food deliveryapplication is the ability to order food online through the mobile phone app BAEMINwill collaborate with restaurant partners, eateries, and other resellers to uploadproducts, food, and drinks to the application, from which customers can select dishesand have food delivered to them on the location BAEMIN has its own food deliveryteam and does not use intermediary delivery services.

The Baemin company's image includes a yellow-haired cat riding a motorcycle whilewearing a helmet, as well as other simple and sociable images We have seen the fastfood delivery speed while still ensuring the drivers' safety as well as bringing goodfood 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 application Vietnammm.com inearly 2019, Baemin officially joined the Vietnamese 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 withmany competitors and explosive growth, Baemin has asserted his leadership with adifferentiated approach to delivering authentic customer experiences We willinvestigate Baemin's SWOT model further

STRENGTHS

Baemin has a strong parent company in Korea, where it is currently the No 1 FoodDelivery app The application presents information clearly and attractively, and it issimple to search for food by separate categories The current model of Baemin is thesame as Now, Grabfood is a food delivery app, with the main feature of ordering foodonline via mobile app, but with a creative and productive workforce and a diverseproduct offering A strategy of focusing on serving regions, regions to reduce

shipping costs, and increasing fast delivery has propelled Baemin to the top three fooddelivery markets

Besides that, Baemin made the greatest investment in the process of recruiting andtraining riders Baemin focuses on designing uniforms with youthful and beautifulcolors for riders in order to build the image of well-mannered and polite riders

Moreover, Baemin has numerous promotions throughout the year, which areaccompanied by freeship promotional vouchers (helping customers not need to go tobuy but still get free shipping, especially safe and convenient during the epidemicseason)

WEAKNESSES

Because Baemin entered the market after Now and Grab, it is unknown to manysellers, resulting in a list of restaurants that is still not diverse and rich The supply ofdrivers is also limited, resulting in the app always displaying "busy driver" whenplacing orders, and shipping costs remain relatively high when compared tocompetitors Furthermore, unlike competitors such as Grab, Now, and Gojek, thecompany only offers food service and does not provide technology motorbike taxis ordelivery

Vietnam is one of the top 15 smartphone-using countries in the world It is difficult todeny that smartphones are an inseparable part of Vietnamese people's lives; thispresents an opportunity for the online food delivery industry to grow

In the complicated development of the Covid-19 epidemic, social distancing must beimplemented, restrictions on outings and gatherings have had a significant impact onservice industries such as food delivery However, when the epidemic was undercontrol, the government gradually lifted the ban, allowing the food delivery serviceindustry to thrive once again People have the mentality of ordering food at home toensure the health of themselves and the society The outbreak can be considered both

a challenge and an opportunity for Baemin to develop

The rapid urbanisation in cities is increasing, as is the number of urban residents,people also have a higher source of income, which leads to a shift in consumptionbehavior; instead of cooking at home, they now order food In addition to rapidurbanization, the number 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 mostspecific risks is the "bom hàng" Furthermore, as the population grows, trafficcongestion becomes an obsession It causes food delivery to take longer, lowers foodquality, and raises transportation costs during peak hours, resulting in dissatisfiedcustomers who may no longer choose businesses to serve their needs The cost ofpromotion / advertising investment, as well as the number of employees required tocover the entire delivery point network across the city, consume a significant amount

of money for businesses

- Rivals

According to new research (ĐẠI CHIẾN NOW - GRABFOOD - BAEMIN LỰACHỌN NÀO TỐI ƯU CHO CHỦ QUÁN?, 2022), the online food delivery market inVietnam is expanding rapidly, particularly as the COVID-19 pandemic appears toincrease consumer demand higher The three market leaders, NOW, GRABFOOD,and Baemin, are all implementing strong communication strategies to increase brandcoverage across the country The question is, however, "What is the best option forrestaurant owners and customers?" Below is a comparison table between these 3businesses:

Strategy Market dominance

and market share

Taking on the market,

Media

Campaign

implementing large-scalemedia campaigns tospread the brand'smessage throughout thecountry

Concentrate onimplementinglarge-scale media

spread the brand'smessage

throughout thecountry

Promotions Showing signs of

discount code

- Market

At home, Woowa Brothers dominate more than 65% of the food delivery market

share with the Baedal Minjok app, surpassing more than 40 domestic Assessing the

popularity of food ordering applications, this survey shows that 37% ofrespondentsregularly choose GrabFood, while Now and BAEMIN are 34% and 16% respectively

BAEMIN's official fanpage, along with a slew of "eye-catching" media content andimages, have captured the attention of young people who adore Saigon's cuisine,quickly becoming the primary communication channel for attracting customers morethan 3900 comments in less than 3 months of operation Furthermore, the company didnot forget to "cover" the dining and culinary communities with attractive promotions,resulting in over 1300 mentions.

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 also launched in somecentral districts such as District 1, District 3, District 10before gradually coverage in other regions

Originated as the largest food delivery application in one of the world's largestdelivery markets, Korea Despite entering the Vietnamese market later thancompetitors such as Grab and Now, BAEMIN has rapidly expanded its service fromthree geographically covered cities to 21 cities since the beginning of the year.Furthermore, will continue to expand the market across the country

- Demographics

Primary Target Market Secondary Targer Market

Gender Female (mostly) and Male Female (mostly) and Male

Student and graduated

Education Middle School, high school, working person

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 workers between the agesof18-30 From the time of debut to the present time, the age group is 25-34 (adult agegroup or office people account for the majority with 57.5% of people interested ionBAEMIN, second place is the age group 18-24 with the number of people interested

in BAEMIN 38.1%) Female customers still make up the majority with67.8%, completely different from male customers with only 24%

- Customers in school: This age group is unlikely to be good at cooking There was apost that said, "Ording 35k horses and cooked at home 50k / portion =)))) I'd ratherorder 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

meet friends andcolleagues

Go out with family on aweekend or a special day

or holidayUser status Help users save

time and orders

Attract a largecustomers, whowant to foodthrough Baemin

Costs with discount codes

in number of potentialexperience and enjoyapplication

The first important thing when entering a new market is how customers can knowyour brand And BAEMIN was so creative when building his brand in an impressiveway BAEMIN's brand identity can be described by the phrase: "Simple makes adifference" with 3 main parts as follows:

- Logo: BAEMIN's logo is designed prominently, impressively and easilyrecognizable with the prominent white BAEMIN brand text on the typical Mint bluebackground With this logo, customers can instantly recognize this as BAEMIN.

The image of the mascot "BAEMIN Cat" - In its branding strategy BAEMIN hasfocused a lot on his brand identity, in addition to the BAEMIN Logo, he also built afunny, cute, simple, and close-to customer image of the "Fat Cat" mascot BAEMINFat Cat is inspired by the image of the cat walking in the French fairy tale Just likethe cat going hia uses his talent to overcome difficulties and challenges to help hisowner, BAEMIN Fat Cat will also step by step overcome his difficulties to conquerdifficult customers