(Tiểu luận) digital marketing plan spm logistics

By forging strategic alliances with these intermediaries, our logiscs warehouse can leverage their experse and resources to opmize its operaons... 10 Conducng a thorough market analysis,

DUY TAN UNIVERSITY 2023-24 Semester I

SCM 341 Digital Markeng for Logiscs

1

Co Con n nte te tent ntsssss nt

INTRODUCTION 3

Company background 3

Company name 3

Products and services 3

Business type 3

Vision 3

Missions 4

Goals 4

Marketing objecves 4

Management team 5

Organizaon structure 5

Company address : 6

Business model canvas: 7

ENVIRONMENTAL ANALYSIS 8

Environmental analysis 8

Internal environment 8

External environment (micro level) 9

External environment (macro level) 10

SWOT analysis 11

TOWS Analysis (Oponal): 13

SEGMENTATION, TARGETING AND POSITIONING 15

Segmentaon 15

Targeng 15

Posioning and Dierenaon: 15

Segmentaon 15

Targeng 16

Posioning and Dierenaon 17

Conclusion: 17

MARKETING MIX 19

Marketing Mix concept: 19

2

Marketing mix 7 Ps : 19

MARKETING STRATEGIES 21

Analyzing the markeng strategy for a Logiscs company about warehousing: 21

Marketing Channels : 22

Technological Innovaon : 22

Partnership Integraon : 22

Evaluaon and Adjustment : 22

CONCLUSION 23

REFERENCES 25

APPENDIXES 26

Digital Markeng Media (website) 26

Digital Markeng Media (Facebook) 26

Digital Markeng Media ( Instagram) 26

Digital Markeng Media( Youtube) 26

3

INTRODUCTION

Com

Compa pany b pa ny b ny back ack ackgrou grou ground nd nd

SPM Logiscs is founder by 5 members:

Compa pany n pa ny n ny name ame ame

SPM is Superman, this name means that our company can protect goods in the best way the same way superman protects the world Trust SPM to be your superhero in safeguarding your valuable assets

Pr

Produc oduc oducts a ts a ts and se nd se nd servic rvic rvices es

SPM Logiscs provides warehouse rental services in Da Nang

Bus

Busines ines iness ty s ty s type pe

The business type of warehouse rental falls under the category of real estate and property management

Vis

Vision ion

Provide businesses with convenient and exible storage soluons Addonally, the vision is to provide cost- eecve, secure and customizable warehousing services to meet the unique requirements of dierent to businesses

4

Mis

Mission sion sions s

Provides businesses with cost- eecve hosng soluons that allow them to focus on their operaons and scale their business eecvely

Go

Goals als als

 Always bring to customers the best and fastest quality freight forwardin services

 Always give customer peace of mind and trust in good delivery

 Response all customer’s needs for transportaon services

 Increase revenue and protability

 Enhance brand awareness

 Increase operaonal eiciency

M

Marke arkeng arke ng ng obje obje objecve cve cves s s

The markeng object of SPM Logiscs company is:

 Objecve: Increase customer acquision by 20% in the next 6 months

 Specic: The objecve clearly states the desired outcome - a 20% increase in customer acquision

 Measurable: The objective can be measured by tracking the number of new customers acquired within the specied meframe

 Achievable: The objecve is realisc and attainable based on market research, industry trends, and the resources available to implement markeng strategies

 Relevant: The objecve aligns with the overall business goal of growing the customer base and increasing revenue

 Time-bound: The objecve has a specific meframe of 6 months, providing a clear deadline for achieving the desired outcome

5

M

Manage anageme anage me ment te nt team nt te am am

CEO and member of team started the business

Thân Thị Quỳnh(Product Manager)

Nguyễn Duy Thanh(Warehouse Management)

Lê Nguyên Khả(Sales)Hoàng Quốc Khánh

(Tech Lead)

DUY TAN UNIVERSITY DIGITAL MARKETING FOR LOGISTICS

6

Com

Compa pany ad pa ny ad ny addre dre dress : ss : ss :

 Address : 168 Nguyen Van Cu street, Hoa Hiep Bac ward, Lien Chieu district, Da Nang city, Vietnam

 Tel: 0905222888

 Email: SPMLOGISTICSVN@gmail.com

 Fax: 090 137 09 97

MGT 402 GT Quy NN 01082023

Quản trị dự

244

7

Bus

Busines ines iness m s m s mode odel can ode l can l canvas: vas: vas:

warehouse can ensure that its leaders possess the necessary skills to drive success

 Structure

The warehouse's organizaonal structure is designed to facilitate ecient operaons, clear communicaon channels, and eecve decision-making A at or matrix structure suitable for fostering collaboraon and ensuring agility By promong a exible and collaborave work environment, the

warehouse can encourage innovaon and adaptability

 Resources:

The availability of nancial resources is a signicant factor in establishing and maintaining the warehouse Invest in infrastructure development, acquiring technology, purchasing trucks, and managing day- -day tooperaons The company securing nancial backing from investors or nancial instuons, That's why

the warehouse can ensure its long-term sustainability and growth

 HR and skills

Skilled human resources are essenal Recruitment and training programs focus on hiring and developing employees with experse in logiscs, inventory management, order fulllment, and customer service By invesng in employee development, the warehouse

can build a competent and movated workforce that contributes to its success

 Financial

Includes budgeng for operang costs, managing cash ow, and forecasng future nancial needs By regularly monitoring nancial performance and adjusng strategies as needed, the warehouse can maintain nancial stability and make informed investment

decisions

 Technology

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Technology and Materials: Ulizing advanced technology, such as warehouse management systems, automaon, and data analycs, helps improve operaonal eciency and provide real-me visibility into inventory and order tracking Access to quality materials and equipment is also crucial for seamless operaons By staying updated on technological advancements and invesng in the latest tools and equipment, the warehouse Can bring opmize its processes and deliver superior services

 Customers:

Understanding the needs, preferences, and expectaons of customers Analyzing the target market segments and geographical distribuon helps us provide insights into demand paerns and potenal growth areas Conducng market research to idenfy customer preferences, such as mely order fulllment, cost-eecveness, and value-added services, facilitates tailored service oerings By catering

to customers' specic requirements, our logiscs warehouse can build strong relaonships and foster customer loyalty

 Markeng Intermediaries:

Markeng intermediaries, such as freight forwarders, transportaon providers, and third-party logiscs companies, play a signicant role Our company has collaborang with reliable intermediaries who possess extensive industry knowledge, networks, and ecient processes can enhance the warehouse's eciency and compeveness Evaluang their track record, capabilies, and technological advancements will help us in selecng the most suitable partners By forging strategic alliances with these intermediaries, our logiscs warehouse can leverage their experse and resources to opmize its operaons

 Market and Competors:

10

Conducng a thorough market analysis, idenfy opportunies and challenges within the logiscs warehouse industry Analyzing market trends, growth rates, and industry regulaons provide insights into the overall market potenal Furthermore, evaluang the compeve landscape is essenal for devising eecve strategies By understanding the market dynamics and compeve forces, can posion itself strategically to capitalize on emerging trends and gain a compeve edge

 Competor Analysis:

A comprehensive competor analysis, idenfy the strengths and weaknesses of exisng logiscs warehouse providers This analysis involves assessing their market share, service oerings, pricing strategies, technological advancements, and customer sasfacon levels Idenfying gaps in the market and areas where competors may be lacking will help disnguish the new warehouse's value proposion

By oering unique and innovave soluons, the warehouse can dierenate itself from competors and aract a loyal customer base

 Economic Factors:

Factors such as GDP growth, inaon rates, exchange rates, and consumer spending paerns impact the demand for logiscs services Addionally, an analysis of the local and global economic condions will help determine the feasibility and protability

 Socio-cultural Factors:

Understand consumer behavior, lifestyle trends, and preferences in the target market Analyzing the labor market, including workforce skills, availability, and cultural norms, helps aid in stang and managing the warehouse eciently

 Technological Factors:

Evaluang the technological landscape involves assessing the availability and advancements of warehouse management systems, transportaon technologies, automaon, and digitalizaon Incorporang state- -the-art technologies can enhance eciency, reduce costs, and improve overall ofperformance

 Legal Factors:

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Consider aspects are labor laws, employment regulaons, environmental regulaons, health and safety standards, and intellectual property rights Complying with legal requirements is crucial for long-term sustainability and avoiding legal complicaons

 Environmental Factors:

Analyzing environmental factors and assessing the impact the warehouse operaon may have on the environment and the potenal risks associated with climate change, resource scarcity, waste management, and carbon emissions Implemenng sustainable practices can not only contribute to environmental protecon but also enhance the organizaon's reputaon

With technologically advanced warehouse management systems in place, the warehouse can opmize its operaons, improve eciency, and deliver superior services to its customers By leveraging automaon and data analycs, the warehouse can streamline its processes, reduce errors, and enhance overall producvity

The warehouse enjoys a strong nancial posion, providing the exibility to explore potenal expansions and seize growth opportunies This nancial stability allows the warehouse to invest in research and development, expand its service oerings, and adapt to changing market dynamics

Access to a skilled workforce and industry experse ensures that the warehouse can eecvely manage its operaons and deliver high-quality services to its customers By hiring experienced professionals and providing ongoing training, the warehouse can maintain a compeve advantage in terms of knowledge, experse, and service quality

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 Weaknesses:

The inial setup costs and ongoing operaonal expenses can pose challenges for the logiscs warehouse, requiring careful nancial planning and cost management The warehouse must carefully allocate its budget to ensure that it can cover all necessary expenses while maintaining protability

The logiscs industry is highly compeve, with established providers vying for market share This intense compeon can pose challenges for the warehouse in terms of aracng and retaining customers The warehouse must dierenate itself through superior service quality, innovave soluons, and compeve pricing to overcome this challenge

Aracng and retaining top talent in the logiscs industry can be a potenal weakness for the warehouse,

as skilled professionals are in high demand The warehouse must develop eecve recruitment and retenon strategies, oer compeve compensation packages, and provide opportunies for career growth to aract and retain the best talent in the industry

Expansion into emerging markets with untapped potenal can provide the warehouse with new growth avenues and access to a broader customer base By idenfying emerging markets with favorable economic condions and a growing demand for logiscs services, the warehouse can expand its operaons and establish a strong presence in these markets

Collaboraons with major e-commerce plaorms can open doors to strategic partnerships and enable the warehouse to reach a wider audience By partnering with leading e-commerce plaorms, the warehouse can leverage their customer base, brand recognion, and markeng channels to expand its reach and aract new customers

 Threats:

Economic uncertaines can impact business growth and pose challenges for the logiscs warehouse It is crucial for the warehouse to stay agile and adaptable to navigate potenal economic downturns By closely monitoring market trends, diversifying its customer base, and maintaining nancial stability, the warehouse can migate the impact of economic uncertaines

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The logiscs industry is constantly evolving, driven by technological advancements This rapid pace of change requires connuous investments in technology and innovaon to stay compeve The warehouse must stay updated with the latest industry trends, invest in research and development, and embrace new technologies to remain at the forefront of the logiscs industry

Changing regulaons and compliance requirements can pose challenges for the warehouse, necessitang

a proacve approach to ensure compliance and migate potenal risks The warehouse must stay informed about regulatory changes, maintain robust compliance processes, and adapt its operaons accordingly to avoid penales and reputaonal damage

TO

TOWS A WS A WS Anal nal nalysis ysis (Op ysis (Op (Opon on onal): al): al):

The TOWS analysis is an extension of the SWOT analysis, combining internal factors (strengths and weaknesses) with external factors (opportunies and threats) to idenfy strategic opons

By leveraging the insights gained from the SWOT analysis, the logiscs warehouse can develop strategic opons to capitalize on its strengths, overcome weaknesses, exploit opportunies, and migate threats

 Strengths-Opportunies (SO) Strategy:

The large budget of 5 billion can be ulized to invest in advanced technology and automaon, enhancing operaonal eciency and enabling the warehouse to deliver superior services to its customers By leveraging its nancial strength, the warehouse can implement state- -the-art technologies, such as ofrobocs and arcial intelligence, to opmize its operaons and gain a compeve advantage

Leveraging industry experse and a skilled workforce, the warehouse can explore expansion opportunies in emerging markets, leveraging its strengths to gain a compeve advantage By leveraging its knowledge, experience, and resources, the warehouse can enter new markets with condence, establish strong relaonships with local partners, and capture market share

 Weaknesses-Opportunies (WO) Strateg y:

Collaborang with e-commerce plaorms can provide the warehouse with a compeve edge, enabling

it to access a broader customer base and expand its market reach By partnering with leading e-commerce plaorms, the warehouse can leverage their customer base, brand recognion, and markeng channels

to reach a wider audience and attract new customers This strategic partnership allows the warehouse to overcome its weakness in customer acquision and leverage the plaorm's resources and experse Developing cost-eecve strategies to aract and retain top talent can help address the weakness of talent acquision and retenon, ensuring that the warehouse has the necessary human resources to