Ecommerce report yummy smoothie corporation project

Smoothies are drinks suitable for all ages from the elderly to children, in order to attractcustomers, from the choice of packaging to the way of serving and how to promote on socialnetw

HO CHI MINH UNIVERSITY OF TECHNOLOGY AND EDUCATION

GROUP 2:

LECTURE: Dr Nguyễn Phan Anh Huy

MEMBERS: STUDENT ID

Đinh Sỹ Hưng 19124040 Phạm Thuý Hiền 19124046

Đoàn Quang Anh 19124058Nguyễn Thị Ánh Tuyết 19124041Nguyễn Hoàng Nhật Quyên 10124063

Class on Monday – Period 10 11 12

Ho Chi Minh, June 11, 2021

SCORECARD FOR THE REPORT PROJECT

Teacher

Attitude

0 - 0,4 0,5 - 1,0 1,1 - 1,6 1,7 - 2,0 2.0

Rarelyworkingtogether

Sometimesworkingtogether

Usuallyworkingtogether

Alwaysworkingtogether

subject(structure ofchapters,numbering

of headings,font, fontsize, linespacing,etc.)

n of thetext, thetables andgraphs havenot beennumbered

There stillsome

mistake

According

subject'sinstructions(no spellingerrors inthe text,clear

picturesand tables,clear style,

no obscuresentences

)

Notincluding in

courseinstruction

The reasonfor choosingthe topic isstated, butsome

Defining full

of contentrequest but

convince

Fully statethe

requiredcontent,persuasive

objectives,scope andresearchmethodshave notbeen

t process) The currentstate of theresearchproblem hasnot beendescribed

There is nolink

between

Introductio

n to theproject butnot enoughcontent asrequired

Thedescription

situation isnot

complete,the

information

beenupdated

There is no

Thedescription ishonest,complete,but there aresome detailsthat are notdetailed

Commenting

strengths andweaknesses

researchproblem,explainingthe causesand

Describethe currentstate of theresearchproblemhonestly,completely,logically,

detail Statethe

strengthsandweaknesses

researchproblem,good demo

chapters link

betweenthecommentsection onstrengthsandweaknesses

businessand thesolution

providingsolutions, butnot

convincingly

Somesuggestions

to improvethe

situationhave beenidentified

Logicalanalysis andarguments,consistentwith thecurrentsituationandresearchobjectives

Conclusion

related intoreport

content

Conclusions

generalizethe

researchproblem

Theconclusionhighlights thehighlights ofthe reportbut is notdetailed

Summarizethe

highlights ofthe report,state whathas beenlearned andlearnedduring the

project, andindicate thedirection offurtherresearch.

Month 6 Year 2021

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- Ideas for content and products.

- Making slogan, logo

- Design web

100% finishing Q.Anh

Contents

Smoothie business is currently a business form chosen by many young people, because it onlyneeds a small amount of investment but brings a very high source of revenue Towards apositive purpose, both bringing income, and trading a healthy drink for customers, the price isnot too expensive, meeting the needs of many people's delicious and nutritious food,especially students away from home, do not have time, or conditions to buy a blender

Smoothies are drinks suitable for all ages from the elderly to children, in order to attractcustomers, from the choice of packaging to the way of serving and how to promote on socialnetworking sites, the Choosing a source of fresh, clean, and quality fruit is the most importantstep

The same smoothie flavor, but each glass will have a different taste due to the method,ingredients and recipe, so learning about ingredients as well as milk, ice and fruit recipes isresearched and researched apparently through a famous smoothie shop in Thu Duc district.Besides, in order to promote the movement of green living to reduce waste and pollution, ourteam decided to choose paper straws to save the maximum amount of plastic waste into theenvironment

During the complicated situation of the Covid-19 epidemic, mass gatherings are notrecommended, so the sale of takeaway drinks is very important and necessary

Therefore, our group chose the online business of smoothies and health drinks as the topic ofthe final report on E-commerce

CHAPTER 1 INTRODUCTION 1.1 Reasons for choosing the topic

Currently, Vietnam's beverage market is very diverse According to EVBN data and LINHPHAM's chart, it shows:

In 2015, the consumption of soft drinks (juice, bottled water, ready-to-drink tea/coffee) andcarbonated soft drinks in Vietnam reached 2.4 billion liters and 1.1 billion liters respectively

By 2020, sales by each sector are estimated at 3.3 billion liters and 1.5 billion liters,respectively

In terms of sales value, these sub-sectors will be among the fastest growing in the fast-movingconsumer goods (FMCG) industry, with revenue forecast at $7.65 billion in 2020

From the above data, it is shown that Vietnam is a very potential market in the field ofbeverage consumption

Figure 1 1 Sales of soft drinks and fizzy soft drinks in Vietnam in 2015-2020.

Saigon at night does not sleep, is a crowded place Summer is hot, winter is not cold Thereare no famous drinks such as apricot juice, crocodile juice of Hanoi, teas of the West, and teas

of the Central region, but Saigon has all kinds of drinks from all parts of the country Amongthem, smoothies are probably the most popular drinks, every few kilometers you can find a

trolley or a smoothie shop Easy to drink, easy to buy, easy to carry but also nutritious Unlikecarbonated drinks that are used in family meals or parties, smoothies are very suitable forchats, meetings, sipping and talking.

With a price of 15-25k, it is really reasonable compared to other drinks such as milk tea, beer,wine, compared to the value that customers receive

With the idea of selling this smoothie, the team decided to hit the student market, which is apotential customer Through a survey of students at Ho Chi Minh City University ofTechnology and Education, the group also decided to choose three main smoothies from:mango, avocado, and strawberry for this e-commerce

1.2 Information about the store

Brand: YUMMY SMOOTHIE

Slogan: “Fresh to the last drop”

Figure 1 2 Yummy Smoothie corporation

The logo converges all kinds of colors of many fruits with the meaning of freshness, variety offruits, the main ingredients to make nutritious, fresh smoothies On it, the words YummySmoothie is also the brand name, along with the slogan “fresh to the last drop”, which is theultimate goal that the group wants to convey and achieve in this idea

Time and place of establishment: In February 2020, the store with the brand "YUMMYSMOOTHIE" was established and opened for sale via online form on social networking sites:

Fanpage Instagram:

Website : https://yummysmoothie.godaddysites.com/

Vision: Make this small project becoming the first Smoothie and Juice company Franchisor

Mission: FOCUS ON QUALITY THAN AMOUNT

Core values: “FRESH TO THE LAST DROP “

According to NG Hoang Nhat Quyen

Reputation: Efforts to create trust in customers from product quality, service attitude and

receiving all feedbacks from customers

Quality: As a newly established brand, we put product quality first, and this goal will remain

until Yummy Smoothie has a strong foothold

Respect: Committed to respecting colleagues, customers and partners.

1.3 Product description of the store

Our “YUMMY SMOOTHIE” store will have three types of smoothie flavors from three fruits:mango, avocado, strawberry with a combination of pure ice, condensed milk and whitegranulated sugar Puree and blend ingredients to create a delicious, refreshing smoothie withthe inherent natural flavors of these three fruits

Food after being packed into cups and delivered to customers will be used immediatelywithout being processed

Product cost 25k / product is the same price with all three flavors

1.4 The key to success

The trend of healthy eating is in a positive direction Besides, meeting the health needs andthe old age is cheap, suitable for many different situations and ages Smoothies have become

a favorite and trusted choice for many people

The strong development of the Internet and Facebook will help promote products to manycustomers effectively

The dynamism and enthusiasm of the five members

1.4.1 About product.

Paper straw and cup Fruit

produce (Vietnamese)

Distributor class 1

material

Fresh

Convienient 1 time use Rice flour straws

are easy to decompose andwill completely destroythemselves like food after 2-

3 months in theenvironment

Always available

1.4.2 About the staff.

- Be dynamic, responsible, and understanding young people

- Have a smart business strategy

- A common goal is to bring customers the best products

1.5 Timeline for the topic

Figure 1.3 Timeline for Yummy Smoothie selling project

CHAPTER 2: ANALYSIS OF THE MARKET 2.1 PESTLE Analysis

● Politics

Political stability and consistency in policy views make investors have an optimistic view of themarket, which is a factor attracting foreign investment to Vietnam On the other hand, astable political background also contributes to promoting the development of businesses.Enterprises are not under pressure of political instability, have basic conditions to serveproduction Political stability makes a lot of foreign investment in businesses, businesses canrely on that capital to develop production and business, expand market share

● Economic

Vietnam is considered a country with a stable political environment, few issues related toreligion and ethnic conflicts That stability is always considered a favorable and attractiveopportunity for strategic activities of domestic and foreign investors, manufacturers andbusinesses

● Social-cultural

Tastes and trends:

Currently, Vietnam is still a developing country, so the essential consumption needs in life stillaccount for a very high proportion of the consumption structure (about 50%) and will behigher in many years to come when the life expectancy of the population increases people'slives are improved According to some evaluations of investors in the beverage industry,currently, Vietnam consumes a large volume of beverage products, about 4.2 billion liters peryear and is a very developing market Especially, the demand for non-carbonated soft drinksand fruit drinks is increasing sharply, reaching nearly 30% per year Surveys on urbanhouseholds also show that 70% are more concerned about their health than before, 74% want

to use vitamins and minerals, and 80% prefer to buy products with active ingredients.healthful substances such as ginseng, calcium The trend of using healthy beverages isbooming in Vietnam, especially in big cities AsiaPanel's research also shows that packaging is

having a great influence on consumers' choice because 57% of respondents will choose to buy

a drinkable product right out of the box

Style of life:

The fast pace of life and modern lifestyle make people not have much time to take care oftheir family's health and themselves Therefore, consumers are gradually turning to choosehealthy natural products such as milk, dairy products, juices, smoothies, bottled water Today , gathering friends and colleagues at beverage shops after school hours is a regularhabit of everyone Meeting the needs of these objects, the business has been in the rightdirection of development and brings profits

Customs, habits and traditions:

Vietnam started out as an agricultural country, this makes Vietnam have a eating culture thatuses a lot of vegetables, tubers and fruits Therefore, Vietnamese people have been veryclose to these products for a long time Drinks from nature such as green tea, squash, coconutmilk Especially drinking tea is a long-standing culture in Vietnamese customs And one ofthe prominent and popular products is the natural green tea flavored drinks

Population:

Vietnam is a developing country with a population of about 85.7 million people (ranked 13th

in the world) The average annual population growth rate in the period 1999-2009 was1.2%/year Therefore, this is both a potential and promising consumption market, as well as

an abundant human resource with low labor cost At the same time, the proportion of youngand middle-aged people is quite high, carrying a large number of customers Thus, ourcountry with a large population, rapid urbanization, and a large proportion of young people is

a good market with an abundant number of customers

● Technological

Currently, the production of fruit juice in Vietnam is developing very strongly However, thecurrent scale and potential are still not met For the beverage industry, the Ministry ofIndustry and Trade encourages all economic sectors to invest in production using modernequipment and technology, ensuring food hygiene and environmental protection To

encourage enterprises to use domestic raw materials in association with the construction ofraw material zones in localities In particular, priority is given to enterprises producing softdrinks from fresh fruits and nutritious beverages.

● Legal

The beverage industry is a fast-growing industry and has been given preferential treatment bythe State to introduce policies and laws so that enterprises in the industry can compete,develop and expand their scale compared to their competitors

2.2 External factors: analysis according to the model FIVE FORCES

● Supplier

Raw materials directly from unlimited places such as Vinh Long, Ben Tre, Lam Dong and someother places These are materials that are easy to find in the market because there are manycompeting suppliers, so we are not completely dependent on the supplier

Low cost of switching suppliers Therefore, the supplier has little power in the supply ofproducts , as well as changes in prices

● Customer

Target customers are mainly students as well as customers who are interested in naturalhealth and beauty Although not specialized with suppliers, many people still choose theoption of ready-made drinks rather than buying ingredients to make by themselves because

of their busy lives

● Competitors

At present, milk tea and coffee shops are springing up everywhere and are becoming moreand more popular and leading to saturation Thus contributing to the difference for the juiceindustry pure fresh fruit grows and creates many competitive advantages

Fruit juices and natural herbal juices account for about 40% of the beveragemarket.Consumers prefer these drinks not only because of the convenience "anytime,anywhere" but also because of the association with the image of modern extractiontechnology that takes the essence of fresh fruit and mixes it into a beverage However, theactual amount of "natural" ingredients in this country is known only by the manufacturer

When opening cans and bottles of ready-to-drink water, almost everyone fully believes thatthey are enjoying the wonderful flavors from nature, many minerals and vitamins withouthaving to make it themselves But in reality, these juices are ultimately not comparable tofresh produce Because the mixing technology, in addition to the profit, has made someproducts not as guaranteed as advertised Looking at the packaging, most orange juice ismade from flavoring Specifically, a type of water that is considered fresh like PesiCo's Twisterhas the composition of reconstituted orange juice from 65% concentrated orange juice (150g/

l ), and some ingredients of acidity regulators, stabilizers, and antioxidants, antioxidant,natural orange flavor and varieties, preservative 202, synthetic color Orangia 's orange juiceboasts of "pure fresh orange cloves" also only 12% pure orange juice, 2% orange cloves, therest is carbonated water, orange essential oil

2.5 SWOT matrix analysis

● Strengths

+ Quality products, safe for health (sourced raw materials, clear origin and tested to ensurethey do not contain harmful chemicals to the body)

+ Products with high aesthetics, beautifully decorated and presented

+ Highly personalized products, tailored to the needs and desires of customers

+ Reasonable prices compared to the common ground

+ Meet the needs of target customers: quickly, conveniently

+ Provide customers with information about the nutritional value of the product, support theprocess of training and dieting

+ The source of clean fruits often comes with high prices, Vietnamese people still prefer cheapfruits and are not aware of food hygiene issues, and it is more difficult for students to sell at

high prices It is difficult to keep the freshness of fruit during distribution and transportation

to customers, especially with fruits that are peeled and prepared

+ High cost of advertising to reach customers

+ Because clean and fresh fruit is difficult to preserve for a long time, it is necessary to targetthe amount of fruit used for sale during the day and how to rotate capital

SWOT

Opportunities

1 The market still has growth potential (5-7% / year)

Threats

1 Taste of consumption is getting stricter

2 Exchange rate fluctuations affect input costs

3 Fierce competition in the market

4 The impact of the economic crisis on input costs and operating costs

5 Variable lending rates

population structure is young and the population

1 Brand of clean milk

2 Modern production

technology

(technology

purchased from Israel

and New Zealand)

3 Proactive vertical

integration to the

front and back

(building farms for

milk and separate

distribution system)

4 The company's

current market share

is relatively and being

SO

S4S5O1O2O4O5:

Expandingexisting marketshare, exploiting

share (rural area)S1S2S5O2O3O4:

Building andstrengthening

brands

Developed a newline of TH brandname products(dairy products

ST

S1S4S5T1T3: Focusing on occupying marketshare of fresh milk from other competitors, usingclean milk brand to create consumer confidence(through marketing activities)

S2S3T2T4: Improve existing production line toreduce production costs, reduce managementcosts by training existing human resourcesthrough learning foreign experts

Reducingproduction costs

to reduce costs,increasing

competitiveness

by investing in a

processing lineand investing intraining staff

system may not fully

meet the demand for

of customers tomaintain andcreate loyalcustomers

W2O1O5:

Attractingcompetitors' staffwith salary andbonus policies

currently only reaches

22,000).

4 Current capital

structure still uses a

lot of loans (debt

structure / total

capital is about 60%

-2011)

Attractinginvestors tocontribute capital

to expand thecompany's

productioncapacity (buymore cows, newproduction lines)

CHAPTER 3: BUSINESS PLAN 3.1 Marketing plan

3.1.1 Apply the 4P strategy

With the Marketing plan, the team decided to conduct analysis of the 4Ps model

• Product (Product)

- Products with health benefits: smoothies

- Classification: the product includes three flavors of mango smoothie, avocado smoothie andstrawberry smoothie that are suitable for the majority of customers' choices through thesurvey

- Ingredients: condensed milk, pure ice, sugar and fruit (mango, avocado, strawberry)

• Distribution (Place)

Currently, YUMMY SMOOTHIE only sells online:

Online ordering is a trend in the digital age Mostly young people use it through socialnetworks such as Facebook, Instagram, Pinterest, etc Therefore, grasping the current trend,YUMMY SMOOTHIE distributes products to consumers through online ordering

- Avoiding large gatherings during this stressful epidemic situation is also a reason for YUMMYSMOOTHIE to develop an online sales model through social networking sites

- Combined with door-to-door delivery service at student gathering points and convenientdepending on the member's area to minimize delivery fees for customers

In summary, the choice of channels with distribution means is very diverse Therefore, carefulselection to save costs and convenience for YUMMY SMOOTHIE brings customer satisfactionfrom the smallest motto: saving delivery fees.

At the same time, e-commerce retail channels are also developing rapidly due to theincreasing number of people using social networks Especially young people join socialnetworks to entertain and shop for themselves and their families Therefore, communicatingthrough social networks with viral videos and images will help brands and products bepopularized to consumers quickly

-Parallel combination is to hit hard on the problem of limiting crowds and going out duringthis stressful time of the epidemic, easily promoting customers to order and receive goods athome

-Combining the hotness of tiktok, the store deploys posts on this social networking site - thetop trending site

Figure 3 1 1st Post on Yummy Smoothie Fanpage

Figure 3 2 Viral video on TIKTOK

Figure 3 3 Yummy smoothie page on Pinterest

Figure 3 4 Avocado smoothie

Figure 3 5 Mango smoothie

Figure 3 6 All selling post on Pinterest 3.1.2 Overall Marketing Strategy

* New product development stage

This is the early stage when a new product is introduced to the market The characteristics ofthis stage are low and slow growth of revenue, low profit or even capital loss for the followingreasons:

- Customers still do not believe in new products, have not given up the habit of using products

in old stores

- The distribution system of YUMMY SMOOTHIE to consumers is not complete

Marketing strategy for this stage:

- Enhance advertising, product introduction and promotion, creating the most favorableconditions for customers to buy products

- Focus sales efforts on the group of customers with the most buying conditions (the group ofpeople who are health-oriented)

- Implement customer care policy to consumers so that they can introduce to their friendsabout the product

* Growth phase

This is a favorable consumption period Customers begin to trust the product As a result,products began to sell better, sales and profits began to increase rapidly, but competition alsoappeared To prolong this phase, YUMMY SMOOTHIE needs to implement the followingstrategies:

- Improve, improve product quality, innovate product designs

- Implement viral videos in marketing strategy to spread the brand and rice flour straws to thetarget market to create brand recognition in the eyes of users

Figure 3 7 Viral video