Business project for taiwan sponge cake

Although it has been around for a long time, but due to the convenience, variety of designs and flavors, Taiwanese cakes are very popular with young people Today many young people have s

HO CHI MINH UNIVERSITY OF TECHNOLOGY AND EDUCATION

FACULTY OF ECONOMICS

E-COMMERCE REPORT BUSINESS PROJECT FOR TAIWAN SPONGE CAKE

Group 5 Lecturer: Ph.D Nguyen Phan Anh Huy

HO CHI MINH UNIVERSITY OF TECHNOLOGY AND EDUCATION

Regular group coordination

Very often in group

of the subject (structure of chapters, numbering of headings, font, font size, line spacing, etc.)

According to the instructions of the subject, but there are errors

in text presentation, tables and graphs have not been numbered

According to the course guidelines, there are some

spelling and style errors

According to the subject's instructions (no spelling errors in the text, clear pictures and tables, clear style, no obscure

sentences, etc.)

Not related to the content of the report

State the reasons for choosing a topic but have not yet presented some contents such as

objectives, scope and research methods

Fully stated content as required but not really

convincing

Fully state the contents required, convincing analysis

Main Body

Only introduce basic information about the project (location,

development formation process) The reality of the study has not yet been described

There is no link between chapters yet

About the project but not full content as required

The description

is current but incomplete, the information is not up-to-date

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The description

is honest, complete, but there is some content that is not yet detailed

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problem, explaining the causes and giving solutions but not yet convincing

Describe the actual state of the research in

an honest, complete, logical, and detailed way

Highlight the strengths and weaknesses of good research and demo issues

Shape some proposals to improve the situation

the business and the solution

The analysis, logical

arguments, is consistent with the reality and research objectives

Conclusion

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The conclusion has not

generalized the problem of research

The conclusions outline the highlights of the report but are not detailed

Summarize the highlights of the report, outline what has been learned, learn during the project and outline the next research direction

Date … Month… Year

Lecturer grading papers

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1.4.3 About the scale of operation 5

2.2 Advantages and disadvantages of PESTLE analysis 9 2.2.1 Advantages of PESTLE analysis 9 2.2.2 Disadvantages of PESTLE analysis 10 2.3 External factors: analysis the model FIVE FORCES 10

3.2.1 Strategies for the sales force 24

4.3.3 Using the Google PageSpeed Insights tool 76

TABLE OF FIGURE

Figure 1.4 Gantt Chart timeline for topic 6

Figure 3.3 Flechazo's website interface on GoDaddy 24 Figure 3.4 Flechazo's website interface 25 Figure 3.5 Flechazo's website interface 25 Figure 3.6 Flechazo's website interface 25 Figure 3.7 Buyer interface on Sendo 26 Figure 3.8 Buyer interface on Lazada 26 Figure 3.9 Buyer interface on Shopee 27 Figure 3.10 Flechazo interfaces on Facebook 27 Figure 3.11 Flechazo interfaces on Youtube, Tiktok 28 Figure 3.12 Flechazo interfaces on Twitter 28 Figure 3.13 Flechazo interfaces on Pinterest 29

Figure 3.15 Graph showing the subject's occupation 31 Figure 3.16 Graph showing the cost customers can spend for the product 31 Figure 3.17 Line chart showing snacks that customers like 32 Figure 3.18 Flowchart of import process 36 Figure 3.19 Organization chart of activities 38 Figure 3.20 Facebook fanpage interface 40

Figure 4.1 Hostinger login interface 46 Figure 4.2 Interface after completion 46 Figure 4.3 Install WordPress and set up an account 47 Figure 4.4 WordPress is being installed 48 Figure 4.5 Successful WordPress installation 48 Figure 4.6 The main interface of the WordPress admin page 49 Figure 4.7 Design selection interface 49

Figure 4.9 Price list of SSL packages 51 Figure 4.10 Comparison table of Hosting packages 52

Figure 4.12 Account registration 54

Figure 4.15 Change background image 55 Figure 4.16 Select the image in the camera 56

Figure 4.18 Turn on the messaging function on the website 57

Figure 4.21 WordPress login interface 59 Figure 4 22 WordPress Naming Interface 59 Figure 4.23 Domain Names on WordPress 60 Figure 4.24 The main interface of the WordPress admin page 61

Figure 4.26 Google Sites’ homepage 62 Figure 4.27 Creating a new website 63

Figure 4.28 Build the homepage interface 63

Figure 4.30 Add product and content 64 Figure 4.31 Publish Google Site’ Flechazo 65

Figure 4.33 Choose type of website 66 Figure 4.34 Star to create a website 67 Figure 4.35 Choosing the template 67 Figure 4.36 Design and edit content 68 Figure 4.37 Publish the WIX’ website 68 Figure 4.38 Create a successful website 69

Figure 4.40 Connect Facebook Account 71 Figure 4.41 Interface after successful login 71

Figure 4.45 Analysis results from Pingdom 74 Figure 4.46 Content size by content type 75 Figure 4.47 Mobile site speed score analysis 76

Figure 4.49 Opportunity and Diagnostics on Mobile 77 Figure 4.50 Mobile site speed score analysis 77

Figure 4.52 Diagnostics on Desktop 78

ABSTRACT

The society is increasingly modern and machines and equipment suitable for the 4.0 technology trend appear more and more Human life is gradually adapting and learning to keep up with modern innovations compared to before People are increasingly civilized, busy with work all day, some people go to work at companies, stores, or a similar organization, some people spend all day practicing Focusing on studying at school, everyone is so busy that they forget to take care of themselves Therefore, people's demand for time is increasing rapidly and deserves special attention when the time spent eating and drinking is less and less It is a good opportunity for snacking services to appear, especially dishes with a variety of ghost samples, which do not need to be processed and are easy to preserve Although it has been around for a long time, but due to the convenience, variety

of designs and flavors, Taiwanese cakes are very popular with young people Today many young people have started a snack business and help them earn more Snacks are very attractive to young people, especially school age It's great when just craving, there will be cakes ready to sip without having to prepare, sweet cakes, spicy cakes, salty cakes are all available but the price is extremely reasonable It will be even better when now you just need to sit in one place When you order, we will deliver to your hands a set of delicious mix cakes with a variety of cakes No need to be difficult to choose, but now a set of cakes has been selected by us with the most popular Taiwanese cakes in a bag to deliver to you That's why our group chose the topic "Taiwanese cake business online" to make a summary report of the e-commerce course to be able to meet everyone's food needs without spending too much too much time

CHAPTER 1: INTRODUCTION 1.1 Reason for choosing the topic

Nowadays, E-commerce has become an extremely important influence on economic growth The development of E-commerce not only facilitates business activities but also provides many new values and meets the needs of consumers Therefore, at present, most industries are interested in applying E-commerce to develop Besides, due to the constantly improving quality of life, the demand for snacks is increasing, on the market, there are countless snacks such as mixed rice paper, fruit bowl, dew-dried rice paper, etc Along with that is the appearance of Taiwanese cake - a type of cake imported from Taiwan This

is not a new type of cake they have been around for 5 to 6 years but the hotness has not cooled down Because of the convenience of use, variety of designs, flavors, eye-catching packaging and long shelf life make them always the choice of young people

Figure 1.1 Google Trend analysis

Source: Self-synthesizing

Above is the analytical data table from Google Trend when searching for three keywords that are three popular dishes today: Taiwanese cake, salted egg cake, fruit yogurt Although Taiwanese cake does not have the highest search volume, the cake level of Taiwanese sponge cake is always kept at an average level Grasping these advantages, we have decided

to sell Taiwanese snacks on an E-commerce platform

1.2 Store information

Brand: Flechazo

Figure 1.2 Logo of store

Logo: The logo is designed by us with the main colors of pastel pink and white, in the

center position is a very cute cake symbol that makes everyone looking at the logo will immediately know what the business product of the shop is What The pink and white tone also brings a gentleness that is suitable for young people's trends Brand name “Flechazo”, this word in Spanish means “love at first sight”, when choosing this name, our team hope everyone will love our products from the very first sight look first Love and just want to enjoy these cakes

Time of establishment: 04/03/2021

Slogan: Enjoy the little things

Positioning Statement: For young people who are passionate about snacking, Flechazo

brings new and unique flavors in snacks

Vision: Bringing a variety of new cakes to young people with convenience, food safety,

nutrition and originality

Mission: Become the brand that when people think of Taiwanese cake, people think of

Flechazo

Core values: Quality – Safety – Respect

Professional: We always take orders and deliver on time

Creativity: Always update the latest models and always improve service quality

Quality: Products are always guaranteed on packaging and expiry date

1.3 Product description

Our shop sells cakes imported from Taiwan without intermediaries Due to the variety of designs, the ingredients of the cakes are also very rich Various ingredients like baking powder, butter, yogurt, etc Various types of cakes such as: sponge cake, banana cake, yogurt cake, etc Easy to use, just peel off the cake and enjoy Cheap price only from 2 000 VND to 10 000 VND a product

1.4 The key to success

1.4.1 About the product

- The demand for snacks is increasing, the online business attracts a lot of customers, especially young people

-Taiwanese cakes are cheaper and easier to maintain than fresh cakes sold at stores

- Variety of flavors

- The product has its own design packaging, the brand's logo is eye-catchingly printed and pasted on each bag of cakes before being delivered to customers Especially using eco-friendly paper bags

- Outstanding service quality, each cake order will be accompanied by a handwritten thank you card to express gratitude when customers have trusted to choose, for Flechazo to be served

1.4.2 About the staff

- As professionals, always have a good business plan

- Responsible and creative people

- They are energetic, enthusiastic and share the same goal of bringing customers the best quality products

- Always grateful for customers' trust and support Always enthusiastic in each product

1.4.3 About the scale of operation

It started as a Facebook sales page, then spread to other social networking sites such as website, Instagram, Pinterest, Shopee, Wix, Godaddy, Youtube, Tiktok, which became more and more known and known The store also imports a large number of ready-made cakes, which quickly sell out and make a steady profit

1.5 Time for the topic

Title Start date End date Duration (in days) % Complete

Developing sales websites 04/02/2021 05/13/2021 30 100

Figure 1.3 Timeline for topic

Source: Self-synthesizing

Figure 1.4 Gantt Chart timeline for topic

Source: Self-synthesizing

CHAPTER 2: MARKET ANALYSIS 2.1 PESTLE analysis

● Political

The political situation in Vietnam during the Covid-19 epidemic is extremely stable, without too much volatility in both violence and protests Therefore, Vietnam always attracts a lot of investment capital from abroad with its huge diversity and human resources The political situation is stable The one-party mechanism has proven its preeminence through the prevention and response to the epidemic and the maintenance of non-negative economic growth Political stability is always a great advantage of Vietnam compared to other countries in the world as well as in the region Politics can affect activities The personal interests of employees can also influence the operation of an organization

Political factors: Government stability and changing prospects, trade-friendly policies, tax policies (fees and incentives), press freedom, trade controls, tariffs, competition regulation, consumer protection and e-commerce, and labor law

● Economic

In 2021 is the first year of the new leadership term of the Party and State, so it is expected that there will be many new steps, new policies, and concrete actions for socio-economic development Vietnam is a developing country with abundant human resources and a high level of knowledge in the region and internationally Vietnam's economy in recent years always has positive changes, more and more foreign investors realize the potential and invest in this environment Vietnam is increasingly showing itself in the world economy It can be seen that through 2020, despite many difficulties due to the Covid-19 pandemic, Vietnam has done very well in controlling the disease and developing the country's economy

Although 2020 has passed with huge fluctuations that affect the economy of our country in particular and the world in general However, overcoming the severe crises

caused by the COVID-19 pandemic, to this day, Vietnam can happily look back on a balanced year towards sustainable development

well-● Sociocultural

Each country and territory have its own unique cultural values and social factors And these factors are characteristics of consumers in those regions Cultural values are the values that make up a society, which can foster the existence and development of that society Social culture greatly affects the consumption habits, behavior, and preferences of customers as well as helps to create the internal culture of the business and affects the way the business behaves and communicates with outsiders Socio-cultural factors affect the aggregate demand for goods and services of enterprises and how businesses meet customer needs

Social factors will divide the community into customer groups Each group has different characteristics, psychology, income, etc., including:

Average life expectancy, health status, nutrition, eating

Average income, income distribution

Lifestyle, education, aesthetic views, life psychology

Living condition

● Technological

Technology helps appear substitute and new materials, affecting the input market of enterprises Technology also makes businesses more competitive due to the appearance of more substitute products and services based on new technologies and techniques The advent of technology helps many processes to be shortened and to limit human contact with each product

● Legal

Products are manufactured and supplied with full documents on food quality as well

as production processes that meet legal requirements Ensure the health of consumers

Besides, it also manages the business in accordance with the State's instructions and the law

● Environmental

Flechazo's products still use plastic bags to preserve products However, in the process of packaging and delivering products to each customer, they are all used with paper bags - environmentally friendly products Minimizing the use of plastic bags in the production stages of products to lead a green life, love the environment before the pollution caused by the use of plastic bags is in a red alert state in the world in general and in Vietnam

in particular At the same time, there are messages sent to customers to join hands to build

a living environment for the present and the future

2.2 Advantages and disadvantages of PESTLE analysis

2.2.1 Advantages of PESTLE analysis

● Cost-effective

You can understand that you do not need to spend any money to conduct a pestle analysis Gathering information about factors to research can bring a lot of benefits to your business in a short period of time

● Pestle gives your insight

You can't deny that some factors may go unnoticed during your business meetings

It can affect your company directly or indirectly The pestle analysis helps you look at different factors that can affect your business It promotes strategic thinking to better understand strategic planning

● Help you identify opportunities

Identify opportunities and take the next steps to benefit your business Opportunities can often appear on the outside Therefore, you must perform a PESTLE analysis of the external environment It will help you to recognize market trends You will also learn what your competitors are doing to survive

2.2.2 Disadvantages of PESTLE analysis

● Information gathering is not easy

Business analytics is a tool that requires you to gather broad information Without relevant and extensive information, your pestle analysis would be a waste But, gathering information is not the easiest task It is possible that you cannot find up-to-date data for your analysis all the time It can lead to you harboring assumptions in there, instead of reality This will be bad for your business

● Unforeseen external factors

PESTLE analysis can assure you of consistency in external matters In a pestle analysis, you must consider all the factors extensively You conduct analysis to reduce uncertainty about external and internal factors On the best side, you can make sure the internal operations of the company are going according to plan However, things can change rapidly in the external environment and you cannot plan for that in advance

2.3 External factors: analysis the model FIVE FORCES

● Suppliers Bargaining Power

Taiwanese bakery products entered the snack market in Vietnam and started to boom

in 2017 At that time, it was a hot dish due to the variety and affordable prices of the products Nowadays, many people know about the presence of Taiwanese Cake, which is quite popular among young people Because of that popularity, now cakes have been sold quite a lot on online e-commerce sites such as Shopee, Lazada, Facebook, Instagram with

a large number of sales However, to be able to trade this product, Flechazo had many difficulties when it came to finding a supplier of the product at a cheap price, but along with it was good product quality, the date of the product must be new to be able to deliver

to customers To be able to sell to customers at a low price, but the product must be diverse,

it is difficult to find a reasonable price If the product's price is high, the customer will likely look for a seller with a better price

The supplier's strength is also demonstrated through a number of key factors as follows: Number of suppliers

Concentration of suppliers

Level of supplier differentiation

Business switching costs

Impact of input factors on product differentiation and production costs

Number of alternative suppliers

Supply costs compared to total industry returns

Linkage of suppliers

● Customer Bargaining Power

With any business, customers are always needed and they always possess an unlimited power to decide the destiny of the entire business The customer mentioned here

is the end consumer, distributor, or industrial buyer We often hear that "The customer is always right" Yes, every business company wants to be successful they always have to try

to best serve the needs of customers Customers are seen as a competitive threat when they force businesses to lower prices or demand higher quality and services Therefore, Flechazo had to think carefully about the price as well as the quality of the product so that customers could feel they received the product that was worth the money they spent Customers have the right to choose where to buy products with peace of mind In case there are many suppliers, they have the right to choose a good supplier with a cheaper price And of course, these suppliers have to compete with each other Customers have a direct impact on the competitiveness of businesses when they ask businesses to provide products with lower prices or quality products and better services Customers have a high

"bargaining" ability when:

Customers buy in bulk

Customers number

Low cost of switching to another supplier

Customers feel price sensitive

There are many other alternative products and companies

● Internal Competition (Rivalry)

Taiwan Cake has become a hot cake for young Vietnamese in recent times However, it is undeniable that currently on the Vietnamese snack market, there are many types of confectionery with extremely cheap prices The retail price of a Taiwan Cake is slightly higher than that of confectionery made in Vietnam Therefore, a market that likes cheap prices, Taiwan Cake seems to be a bit lost In addition, on e-commerce sites, there are also many vendors selling other brands of snacks, making Taiwanese cakes lose their appeal Above all, many people are afraid to spend money to try a cake that is still quite new in the Vietnamese market

● Threat of Substitutes

Products that can replace Taiwanese cakes in the Vietnamese market and other countries are numerous and extremely diverse In Vietnam, young people mainly love to eat rice paper, snacks packed in bags Buying those cakes is extremely easy when you just need to go to the grocery store you can own for yourself As for Taiwanese cakes, it is now quite difficult to find stores that sell this item directly, but instead, buyers will have to order through e-commerce sales sites and wait for a while to be able to receive them deliver and use it When you crave snacks, waiting will make you feel uncomfortable Therefore, even though it has been present for a long time in the Vietnamese confectionery market, its knowledge and use by many people is still limited and not widely known And Vietnamese snacks are still more popular among Vietnamese people, especially among young people Delivery and waiting times are also some of the key factors that make Taiwanese cakes such a little-known snack In addition, the retail price of a product is also quite expensive Currently, online stores encourage their customers to buy according to the quantity they have set However, doing so will make customers feel unsatisfied because they won't know what those cakes taste like, so it's best to buy each type individually to find the best taste Although Taiwanese cake has entered the market for a long time, it is still a relatively new dish for the people To be able to turn it into a popular snack requires

a lot of advertising time and needs for many people to contact and try the taste of the cake

Cakes have many different flavors, so you can try many varieties to find your favorite flavor Flechazo believes that with the above analysis, customers will get an overview of Taiwanese cakes

● Threat of New Entrants

Always a factor to consider Many times, the competitive balance can be completely changed when new "heavyweight" competitors appear The food service industry has always been extremely attractive, easily attracting many potential competitors, requiring businesses and organizations to have strong and solid barriers to entering the industry Potential competitors are those that have not yet entered the industry, but they can be a big threat to businesses in the industry in case they decide to enter a new field However, for any business, if you want to enter a new industry, you need to consider some of the following factors: Cost advantage, inputs, government policies, capital requirements, cost

of business switching, distribution channel, competition in the industry, and exclusive products

To be able to prevent these potential competitors, firms in the current industry often have barriers to entry such as:

Cost advantage includes costs of technology, human resources, raw materials When businesses dominate costs, product prices also decrease With a product that satisfies the same customer need, when the price of the company or business is lower, the level of competition with competitors will also be higher

Product differentiation: It can be the difference in quality, design, product packaging

Take advantage of the advantage of scale to reduce the cost per product unit

Maintain and strengthen existing distribution channels while expanding distribution channels to dominate the market

2.4 External factors

2.4.1 Financial factor

Find wholesalers with cheaper prices than the general market but the product quality

is still as good as other sellers Always consider and fully record expenses Because Flechazo's products are sold at a price that is quite affordable for everyone, so the stages

of buying packaging, running ads for sales pages on e-commerce sites, money to buy products is always carefully and closely calculated, to be able to bring a product of good quality and affordable to customers but still not make Flechazo short of money

2.4.2 Human resource factor

With a small scale of only 4 members and still very weak in sales and management experience for small businesses Flechazo, however, the members are always trying and trying to improve themselves, the members are always trying their best learn and improve knowledge about majors and foreign languages every day to bring the best quality Received the progressive spirit from the members, always showing enthusiasm for the brainchild of the group With Flechazo, to be able to run and manage a small business well every day, it is impossible not to mention the teamwork and solidarity among the members Always try to help each other in each production, each job, no matter how big or small Thanks to that, the business can develop and the feelings between the members are firmly attached

2.4.3 Product characteristics

In the first days when starting to think about business, products are always quite difficult for class members because there are countless products on the market However, thanks to the consultation and solidarity among the members, the Flechazo brand with the business product of Taiwanese cakes was born Always try to refine and perfect the product to give customers the best product in terms of both quality and price

● Packaging

Although the product still uses plastic bags to preserve the product for a long time, Flechazo has kept up with the green lifestyle of the world, using paper bags to wrap products, minimizing the use of plastic bags feathers, and materials that pollute the environment Besides, the members of Flechazo also hand-written letters to send sincere thanks to the customers who have placed their trust and love in the group, even though the group still has many shortcomings

2.5 Competitor analysis

The confectionery market in Vietnam is extremely large, with great potential, so now many businesses have switched to this business form, so many competitors have been born For Taiwanese cakes, its competitor is rice paper, a very popular snack at any age, a childhood dish of Vietnam The following analysis will give everyone the most objective view of Taiwanese bakery products and competing products, rice paper

● Taiwanese Cake

Advantages

The price is affordable even though it is made in Taiwan

Various colors and sizes are available to attract customers

Cakes have many flavors to help customers choose

Products can be easily purchased in stores at e-commerce sites or wholesale markets specializing in confectionery

Easy to carry to enjoy

Disadvantages

Still using non-biodegradable plastic bags

The flavors are diverse, but there are some that are quite difficult to eat

Some products are quite expensive compared to the size of the product

Many distributors, therefore, find it difficult to find suppliers that guarantee the quality

of the filling, the color of the cakes is a typical identification feature of Taiwanese cakes

Price

The price is suitable for all ages, worthy of the product quality

● Rice paper

Advantages

It is a popular snack with Vietnamese people

Variety of types and flavors

Affordable price

Easy to carry to enjoy

Disadvantages

Not good for health

It is very easy to fake product materials so that they can be sold at a cheap price and still make a profit for the manufacturer

Food safety is not guaranteed

Size, colors

The color is simple, but there are additives used in the seasoning packages to increase the color of the product Using a lot of oil to color rice paper is harmful to health, especially acne-prone With the size of the product, we can easily carry it on trips, during school hours, and when chatting with friends

Price

Cheap price, suitable for all ages to enjoy To be able to buy cheaply, you can go to wholesale places, the price will be cheaper than the market, almost double the price The cheap and easy to sell to many people have made grocery stores and restaurants import rice paper products to be able to do business to create additional income Thanks to the price that makes rice paper a national snack, no matter where you go in Vietnam, you will see it Over time, it has become an indispensable snack for Vietnamese youth, especially students

o Eye-catching, Eco-friendly packaging, products are not picky customers use

o Diversified products, mid-range products, suitable for all ages

● WEAKNESSES

Besides, there are also some points that Flechazo still does not do really well, there are many shortcomings and those points are shown through:

o Shortage experience

o Delivery is still limited

o Products still have to use plastic to be preserved

● OPPORTUNITY

o There are many sales opportunities on e-commerce media sites

o The development of social networks

o Received great support from consumers

o Opportunity to expand the business

THREATSWhat hinders Flechazo Externa

l

o Did not manage the work arrangement well

o There is a wider variety of cakes in the market

o Prices are much cheaper at wholesalers

As a low-cost product, it can compete with

products on e-commerce sites

Always get support and love from

customers

Innovative products, always following the

world trend that is to protect the

environment, limit the use of plastic bags

The spillover effect on social networking

sites and internet platforms is growing

Flechazo is still inexperienced but has a progressive spirit, actively working, cultivating individual and collective knowledge

This project has helped the members become more and more close and united

As a step forward to help members gain more experience in selling and know-how to create e-commerce pages and websites to sell Help for students to have a lot of professional knowledge, applicable in real life

Still using plastic bags, can't completely

remove them

The packaging process takes quite a while

Still do not know how to arrange

production in the right order, avoiding time

loss and delaying work

The delivery of goods is still not really good The price is still quite expensive compared to other dealers

CHAPTER 3: BUSINESS PLAN 3.1 Marketing plan

3.1.1 Apply the 4P strategy

● Product

- Products: five kinds of Taiwanese cakes

- Classification: Blueberry cake, mochi cake, sour cream cake, cheese yogurt cake, banana cake

- Ingredients: The main ingredients are made from flour, rice flour, fruit jams, yogurt

- Weight: 500g/bag (retail)

- Packaging: colorful plastic bags, cake bags are 100% environmental protection paper bags

● Price

A cake bag consisting of five types of Taiwanese cakes is quite attractive to customers Mainly students, students like the beautiful small cakes but the price is not too high but still ensures the quality and taste Currently, Flechazo only sells a bag of 5 different types

of Taiwanese cakes for 33,000 VND/bag

● Place

Currently, Flechazo only sells online:

When the Covid-19 epidemic broke out, people often stayed at home to order online Especially students, students who have a long break from school when the epidemic breaks out, you often use social networking sites to order such as Facebook Instagram, Printest, etc.Therefore, grasping the current trend, Flechazo distributes products to consumers through online ordering

- Register your business on e-commerce websites: Sendo, Shopee, etc Combined with fast, convenient and professional door-to-door delivery service

In short, Flechazo is present on most social networking platforms Therefore, the careful selection to save costs and convenience for Flechazo is clearly reflected in the distribution strategy

● Promotion

Nowadays, the use of social networking sites and e-commerce sites on phones or laptops is no longer strange to Vietnamese people In fact, students, the main customer group that Flechazo targets, most of them like to use social networking sites and e-commerce sites to make purchases Especially, now that the Covid-19 epidemic is also becoming more and more serious, the trend of using online shopping services is more and more It is for the above reasons that Flechazo decided to sell products through websites and online advertising instead of both online advertising and online advertising

− Flechazo established websites, fanpage "FLECHAZO", the group attracted followers, increased interaction with the target audience Through activities:

− The post strongly hits the psychology of young people, who like soft, spongy sponge cakes, with a variety of flavors and affordable prices that are suitable for students' budgets

− Parallel combination are product introduction videos with clips on product packaging and product delivery process

Figure 3.1 Content

3.1.2 Overall Marketing Strategy

• New product development stage

The product has just hit the market At this stage, the revenue is small and grows slowly, the profit is low and there is a possibility of capital loss for the following reasons:

- Customers do not know much about the product, do not trust the products of the newly opened store

- There is no registration of many e-commerce sites to access and distribute Flachazo's products to consumers

Marketing strategy for this stage:

− Increase the posting of advertising articles, product introductions, random gift offers

in each bag and create the most favorable conditions for customers to buy products

− ocus on selling to the main customer group (student group, students)

− Focus on establishing fanpages, websites, and register to sell products on electronic websites so that customers can add more ways to buy products more easily

● Growth phase

This period is favorable Customers begin to trust the product Therefore, more products are consumed, revenue and profit begin to increase rapidly Competitors also began to appear Let this stage develop for a long time Flechazo needs to take the following measures:

− Import a variety of Taiwanese cakes, with a variety of flavors and more colorful cakes to refresh the group's cake bags

− Make videos on social networking platforms that young people, especially students, are using a lot like TikTok, Youtube, etc For Flechazo's products to reach closer to customers and to spread the brand to create brand recognition in the eyes of users

− Timely lower prices to attract customers

Figure 3.2 Viral video

Source: Self-synthesizing

● Maturity stage

This is the period when Flechazo's growth begins to slow down, revenue growth reaches its maximum and is on a slight downward trend The reason is that there are many fierce competitors, partly because the product no longer meets the needs of customers

Strategies to survive this phase are:

Change marketing-mix-strategy such as discounts, promotions, open more customer services, increase delivery methods

● Recession period

Revenue and profit dropped sharply during this period Partly due to changing tastes, changing technology creates competing substitutes Some competitors withdrew, lowered product prices, cut costs, and prepared to launch substitutes

3.2 Sales plan

3.2.1 Strategies for the sales force

− Website: Godaddy, Wordpress, Wix, Google Sites

Figure 3.3 Flechazo's website interface on GoDaddy

Figure 3.4 Flechazo's website interface

Figure 3.5 Flechazo's website interface

Figure 3.6 Flechazo's website interface

− E-commerce site: Sendo, Shopee, Lazada

Figure 3.7 Buyer interface on Sendo

Figure 3.8 Buyer interface on Lazada

Figure 3.9 Buyer interface on Shopee

− Social Network: Facebook, Instgram, Youtube, Pinterest, Twitter, Tiktok

Figure 3.10 Flechazo interfaces on Facebook

Figure 3.11 Flechazo interfaces on Youtube, Tiktok

Figure 3.12 Flechazo interfaces on Twitter

Figure 3.13 Flechazo interfaces on Pinterest

− Organizational management team consists of 4 members

Figure 3.14 Founders of Flechazo

● Build sales force

Flechazo's sales force consists of members who are directly responsible to sales Flechazo's forces include: inner forces and forces external quantity

- External sales force: This department will visit potential customers or through

relatives and friends to promote and market products When customers are successfully persuaded and have a need to buy, this group will guide orders through websites or social networking sites, e-commerce sites to close the order The order will be updated by the internal force and made the order to back up the data, then compose the order and then send

it to the delivery department

- Internal sales force: This department will not directly contact customers, but only

indirectly through closing customers' orders through emails, messages on fanpages and websites, promoting sales activities, bringing brands and products to customers promotional products closer to consumers, control stock, import, export and inventory, etc After each day, the groups will have to report the status of orders and will have members

to record data, update the status of import and export goods and inventory And every week will report on the current situation of the store and products, revenue, costs, feedback, etc From there, the whole team will meet to learn from experience if there is feedback on the product and make a plan to develop products in the future

Since this is only a small business model, the sales force consists of only team members, and currently there is no need to recruit external forces

as Binh Duong province

Segment by industry: The majority are students aged 18-24, who like cakes with many