Completing Digital Marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company Last name: THANH First name: TRAN THI PHUONG Academic year : 2
GENERAL INTRODUCTION AND ANALYSIS BUSINESS
General introduction about the company
Tomita Farm JSC is an abbreviation of Tomita Vietnam Farm Joint Stock Company with Japanese investment, established in July 2016 based in Hanoi Tomita Farm operates in two main areas: organic food supply, natural favorable food, high quality imported food protecting public health especially children, through Tomita Mart Premium Food Supermarket system
Figure 1.1: Logo of Tomita Vietnam Farm Joint Stock Company
Company name: Tomita Vietnam Farm Joint Stock Company Abbreviated name: Tomita Farm JSC
Head Office: N8A5 Nguyen Thi Thap - Thanh Xuan District - Hanoi City VietNam – Tax code: 0107499688
Hotline: 0981 645 533 - 0989 353 233 Website: https://tomitamart.vn/
E-mail: info.tomitamart@tomitafarm.vn
Mission: TOMITA FARM produces and supplies healthy food to consumers
Vision: TOMITA FARM aims to meet the 5* standard for its products and services
Vision 2020 - Become a leading prestigious brand in the production and supply of organic food, high-end food for families with young children and schools in Hanoi and neighboring provinces.
Management organizational structure
Tomita Farm JSC has a functional organizational structure Departments and departments are divided according to their functions and tasks The advantage of organizing the company according to the function is that the departments will work under their expertise and fields, so they have professionalism and meticulousness But the departments and functions will work slightly individually from each other, without connection, supporting each other between different departments The company consists of more than 150 employees including office and store employees
(Source: Human Resources Administration Department)
Business sectors and sectors
• Tomita Farm JSC does business in retail (supermarket chain)
• Location: With 7 stores throughout Hanoi
1 A2-SO.05 Vinhomes Gardenia, Ham Nghi, Cau Dien, Hanoi
2 L3-RS2 Ciputra, Xuan Dinh, Hanoi
3 1 st floor, CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi
4 N8A5 Nguyen Thi Thap, Nhan Chinh, Thanh Xuan, Hanoi
5 Building 901 Starlake apartment building, Tay Ho Tay Urban area, Xuan Tao, Bac
6 Lobby S1.05, 01SH12 Vinhomes Smart City Tay Mo, Dai Mo, Nam Tu Liem, Hanoi
7 S2-1001S16 and S2-1001S19 Vinhomes Ocean Park, Da Ton, Gia Lam (opening in June, 2021)
• Products: specializing in providing imports and clean, organic products
- Fresh food (meat; seafood; vegetables, tubers, fruits)
- Frozen food (frozen meat; frozen seafood; packaged items)
- Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, );
- Products for the mother (pregnant milk, functional foods)
- Confectionery; beverages; food; household items
Business results in the last 3 years
Comment: During the last 3 years of operation, the growth rate of Tomita Farm JSC has changed markedly Revenue: In 2019, it increased VND 6,565 million (increased by 31.31%) compared to 2018, 2020 increased VND 10,266 million (increased 37.29 %) compared to 2019 The strong total profit growth is due to the company's success in expanding its business, enhancing marketing activities However, it can be seen that the profit the company earns is small compared to the total revenue due to the large costs In the coming time, to improve business efficiency, in parallel with marketing activities, expanding business, the company also needs to have solutions to cut down costs.
Student positions and activities at the intern unit
- Working position: During the 3-month training for Tomita Farm JSC, in addition to surveying customers, I was arranged to be a marketing intern
1.5.2 Activities during 3 months of internship
Student activities at the intern unit: Mr Pham Quang Long (Marketing Manager) assigned me to manage Facebook Fanpage, Shopee, Website: Reply to customer messages, Livestream product introduction, post products on Website and Shopee page
• Mission: Plan to write content articles about the company's products to increase interaction with customers
- Write content posted on two Facebook pages of the company (product introduction; opening programs, discounts; product introduction posts, sharing experiences of picking milk, vegetables, fish meat, )
- 8 posts/ day to 2 Facebook Fanpages (alternating between product introductions and sharing experiences and customer feedback)
- Be required to develop marketing strategies to promote products, promotion and branding for the company and its products (in May and June Tomita Mart opened 2 new branches, that’s why I had to develop the opening advertising strategies on facebook page)
- Market survey (survey of marketing campaigns of supermarkets near Tomita Mart's shops)
- Monitor the effectiveness and cost of advertising campaigns on digital media channels (Google Adwords, Facebook)
- Respond to customer feedback as well as advise products Receive the customer's phone, handle some basic situations
SWOT ANALYSIS AND TARGET CUSTOMER OF TOMITA
- External data sources: collecting information related to topics from books, newspapers, information on Vietnam's economic electronic newspapers, economic magazines
• Methods of collecting and processing primary data:
- Objective: collect customer reviews about the company's digital marketing activities From there, we offer solutions to complete the digital marketing activities of the Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company
- Collection and processing of primary information: customer inquiry vouchers
- Sample size: 50 (customers come to Tomita Mart supermarket chain)
+ Proceed to issue questionnaires directly to customers to buy goods at Tomita Mart supermarket chain (first floor CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi) within 1 week
+ Synthesize the results of 50 customer survey templates using Excel software
4 Thesis structure: The content of the essay is divided into 5 main parts:
- Chapter 1: General introduction and analysis the business situation of Tomita Vietnam Farm Joint Stock Company
- Chapter 2: Analysis of factors affecting digital marketing activities of Tomita Vietnam Farm Joint Stock Company
- Chapter 3: SWOT analysis and target customer of Tomita Vietnam Farm Joint Stock Company
ANALYZING AND EVALUATING THE SITUATION OF DIGITAL
- Chapter 5: Proposal of solutions to complete digital marketing activities of Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company
- Chapter 6: Student contribution and experiences learned for themselves during the intern unit
CHAPTER I: GENERAL INTRODUCTION AND ANALYSIS BUSINESS SITUATION
OF TOMITA VIETNAM FARM JONIT STOCK COMPANY 1.1 General introduction about the company
Tomita Farm JSC is an abbreviation of Tomita Vietnam Farm Joint Stock Company with Japanese investment, established in July 2016 based in Hanoi Tomita Farm operates in two main areas: organic food supply, natural favorable food, high quality imported food protecting public health especially children, through Tomita Mart Premium Food Supermarket system
Figure 1.1: Logo of Tomita Vietnam Farm Joint Stock Company
Company name: Tomita Vietnam Farm Joint Stock Company Abbreviated name: Tomita Farm JSC
Head Office: N8A5 Nguyen Thi Thap - Thanh Xuan District - Hanoi City VietNam – Tax code: 0107499688
Hotline: 0981 645 533 - 0989 353 233 Website: https://tomitamart.vn/
E-mail: info.tomitamart@tomitafarm.vn
Mission: TOMITA FARM produces and supplies healthy food to consumers
Vision: TOMITA FARM aims to meet the 5* standard for its products and services
Vision 2020 - Become a leading prestigious brand in the production and supply of organic food, high-end food for families with young children and schools in Hanoi and neighboring provinces
Tomita Farm JSC has a functional organizational structure Departments and departments are divided according to their functions and tasks The advantage of organizing the company according to the function is that the departments will work under their expertise and fields, so they have professionalism and meticulousness But the departments and functions will work slightly individually from each other, without connection, supporting each other between different departments The company consists of more than 150 employees including office and store employees
(Source: Human Resources Administration Department)
• Tomita Farm JSC does business in retail (supermarket chain)
• Location: With 7 stores throughout Hanoi
1 A2-SO.05 Vinhomes Gardenia, Ham Nghi, Cau Dien, Hanoi
2 L3-RS2 Ciputra, Xuan Dinh, Hanoi
3 1 st floor, CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi
4 N8A5 Nguyen Thi Thap, Nhan Chinh, Thanh Xuan, Hanoi
5 Building 901 Starlake apartment building, Tay Ho Tay Urban area, Xuan Tao, Bac
6 Lobby S1.05, 01SH12 Vinhomes Smart City Tay Mo, Dai Mo, Nam Tu Liem, Hanoi
7 S2-1001S16 and S2-1001S19 Vinhomes Ocean Park, Da Ton, Gia Lam (opening in June, 2021)
• Products: specializing in providing imports and clean, organic products
- Fresh food (meat; seafood; vegetables, tubers, fruits)
- Frozen food (frozen meat; frozen seafood; packaged items)
- Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, );
- Products for the mother (pregnant milk, functional foods)
- Confectionery; beverages; food; household items
1.4 Business results in the last 3 years Table 1.1: Business results in 2018-2020 of Tomita Mart supermarket chain
Comment: During the last 3 years of operation, the growth rate of Tomita Farm JSC has changed markedly Revenue: In 2019, it increased VND 6,565 million (increased by 31.31%) compared to 2018, 2020 increased VND 10,266 million (increased 37.29 %) compared to 2019 The strong total profit growth is due to the company's success in expanding its business, enhancing marketing activities However, it can be seen that the profit the company earns is small compared to the total revenue due to the large costs In the coming time, to improve business efficiency, in parallel with marketing activities, expanding business, the company also needs to have solutions to cut down costs
1.5 Student positions and activities at the intern unit
- Working position: During the 3-month training for Tomita Farm JSC, in addition to surveying customers, I was arranged to be a marketing intern
1.5.2 Activities during 3 months of internship
Student activities at the intern unit: Mr Pham Quang Long (Marketing Manager) assigned me to manage Facebook Fanpage, Shopee, Website: Reply to customer messages, Livestream product introduction, post products on Website and Shopee page
• Mission: Plan to write content articles about the company's products to increase interaction with customers
- Write content posted on two Facebook pages of the company (product introduction; opening programs, discounts; product introduction posts, sharing experiences of picking milk, vegetables, fish meat, )
- 8 posts/ day to 2 Facebook Fanpages (alternating between product introductions and sharing experiences and customer feedback)
- Be required to develop marketing strategies to promote products, promotion and branding for the company and its products (in May and June Tomita Mart opened 2 new branches, that’s why I had to develop the opening advertising strategies on facebook page)
- Market survey (survey of marketing campaigns of supermarkets near Tomita Mart's shops)
- Monitor the effectiveness and cost of advertising campaigns on digital media channels (Google Adwords, Facebook)
- Respond to customer feedback as well as advise products Receive the customer's phone, handle some basic situations
CHAPTER 2: ANALYSIS OF FACTOR AFFECTING DIGITAL MARKETING ACTIVITIES OF TOMITA VIETNAM FARM JOINT STOCK COMPANY 2.1 Macro-environment
- Vietnam is a small-scale market with fast growth and great potential for foreign investors Vietnam is also consistently ranked high in the retail business development index (GRDI)
- From 2002 to 2020, GDP per capita reached over $2,700 in 2019, with more than 45 million people escaping poverty In 2020-2021, Vietnam's economy was heavily affected by the COVID-19 pandemic, but also showed considerable resistance Viet Nam is one of the few countries in the world with positive economic growth, but the pandemic has left long-term effects on households The economy is forecast to grow by 6.6% in 2021 if Vietnam has good control over the spread of the virus
(Source: https://www.worldbank.org/vi/country/vietnam/overview)
The economy, while the products sold in the market are poor in quality compared to supermarkets, this is an opportunity to expand the development of modern retail business such as supermarkets and shopping centers Noticing the opportunity, Tomita Farm JSC has quickly expanded its stores in different areas to meet the needs of the market However, the company also faces many competitors at home and abroad so the company has more marketing requirements strategies, control activities are taken more seriously
Vietnam's population has reached 96.5 million in 2019 (from about 60 million in 1986) and is expected to grow to 120 million by 2050 According to the 2019 Census, 55.5% of the population is under the age of 35, with an average life expectancy of nearly 76 years The middle class is forming it now accounts for 13% of the population and is expected to reach – 26% by 2026 (Source:https://www.worldbank.org/country/vietnam/overview)
The golden population structure creates many favorable conditions and advantages for the company to implement marketing activities in the context of the 4.0 technology revolution
In addition, the next generation of consumers (22-35 years old) is their group of potential customers and spending capacity is gradually growing, rapidly reaching out to e-commerce and social media channels such as Facebook, Instagram, However, over the years, Tomita Farm JSC has not promoted the brand image of digital marketing activities that have not done well in promoting the brand to customers, making marketing activities still not homage, and not so effective
Vietnam has a stable politics, which creates a favorable environment for retailers, especially attracting a lot of major retailers around the world to invest in The legal system of our country also enacts many business laws such as trade law, import and export tax law, especially our country has an open policy for foreign retail investors into Vietnam market The opening of the distribution market was carried out as soon as our country joined the WTO in January 2007
In Vietnam, the number of Internet users accounts for three-quarters of the population Therefore, this is a good opportunity for digital marketing to develop, as well as e-commerce sites Especially from 2017, it is possible to see the great development of e-commerce sites such as Tiki, Shopee, Lazada, Therefore, the retail industry will have a lot of new markets With Tomita Farm JSC as a retail business, this is definitely a good opportunity But going back to the business itself, the risk and limitations are the insufficient human resources to run on technology including personnel and facilities
Since 2007, there has been a continuous outbreak of avian influenza, epidemics in cattle, green ear epidemics in pigs, although it has been controlled, it still negatively affects the supply of agricultural products in the country Moreover, natural disasters, floods (many prolonged floods in many provinces and central regions, seasonal rains and high tides in the Mekong Delta), other crop diseases have also caused many difficulties and damage to production In addition, most retailers (including supermarkets, markets, retail outlets) use plastic bags for packages instead of using paper or recycled bags like other advanced countries, adding to the pollution
The Ministry of Industry and Trade said that after 13 years of joining the World Trade Organization (WTO), Vietnam now has about 1,085 supermarkets, 240 shopping centers and nearly 2,000 convenience stores With the formation of a high-end supermarket specializing in imports and clean food for the Tomita Mart family, there are two major competitors in Hanoi: Sakuko (imported supermarket chain) and Clever Food (clean food supermarket chain)
- Sakuko: Sakuko owns the Sakuko Japanese Store with more than 30 supermarkets located in many provinces and cities across the country Sakuko has abundant financial potential, abundant personnel, stability with very successful marketing strategies In recent years, the company has also stepped up its digital marketing activities, nearly 198 thousand likes on fanpage (5 times more than Tomita Mart today)
- Clever Food: Positioned as the best clean food chain in Hanoi With a business model similar to Tomita Mart Trading organic products: such as organic vegetables, beef pork raised according to VietGap process, seafood is mainly caught and regional fruits Established in 2016 with 8 stores in Hanoi, there are now 75 thousand likes on fanpage (nearly 2 times more than Tomita Mart today)
STUDENT COTRIBUTION AND EXPERIENCES LEARNED FOR
THEMSELVES DURING THE INTERN UNIT 6.1 Student contribution results
- Increase 5,538 (from 39.134 to 44.413 - increase 8,9%) new followers on 2 Facebook pages
- Conduct market surveys at the point of sale to help the company have new policies to build appropriate marketing activities
- Help the company rebuild the website (add the number of goods available at the point of sale) to help increase the number of purchases on the website
• Learn product knowledge: what products should babies use, how to choose baby milk, what this product adds to pregnant women,
- Enhancing and perfecting soft skills: Soft skills help me gain more confidence when I graduate and help me in my future job Through communication, presentation or group work activities during the office internship, I have cultivated, and perfected my soft skills
- Time management skills: Due to the high workload, I work full-time (8 hours/day), so the arrangement and time management is very necessary Work in a session includes: learn about the product before introducing the product to customers, work with product developers, report daily work, search for new markets, new customers for company, customer care, …
- Communication skills: communicate with colleagues and advise customers on the company's products and services
• Knowledge of writing skills: Content marketing is the process of creating and sharing valuable, quality content that captures the attention and interest of customers in a particular niche Content marketing includes: writing, images, videos, Specifically, during the internship, I have access to two types of content: written content and images content
• Learn to actively do everything: Standing in a real environment, you always need to take the initiative to do everything and actively greet and get acquainted; proactively learn about work, proactively find a guide, proactively raise questions and problems at work
- Time pressure: I had to receive many deadlines and difficult jobs that I had never tried before The amount of work that needs to be solved is much higher than when I was in school
So at first I had to work very hard not to affect the progress of the group But thanks to the
28 helpful advice from the manager, I turned these pressures into a good condition for her to form an effective time management habit
- Professionally: I myself am afraid of not being able to do the job, lack of experience, have time pressure and fear of being criticized from people around
- Worry about a professional working environment that is far different from the university environment (work pressure, working hours, pressure on deadlines, difficulty communicating with colleagues and superiors)
I am fortunate to have the opportunity to experience the real environment, apply the knowledge learned in many different situations Direct and self-declaration of plans that are only learned through classroom knowledge Have the opportunity to be exposed, and dream of many relationships
Being in direct contact with work: is a process that helps me discover many things: my own strengths and weaknesses, lacking professional knowledge, passion for work,
Through the internship process, it helps me have a more accurate view of the future direction
It can be said that this internship is really a great opportunity for me Initially, it was difficult because of the difference between the university environment and the actual working environment I am stressed and quite depressed But thanks to the guidance of the company, university teachers and encouragement from my friends turned those difficulties into lessons study well and is a condition for me to practice With only 3 short months but I have learned gained many things and accumulated a lot of experience to be more confident with the job in the future
During my three month training, I learned a lot of working skills, being exposed to a professional working environment makes me improve my weaknesses However, I also had many difficulties when I first experienced the actual marketing work, worked in a competitive professional environment, had no experience in posting, running advertisements and dealing with situations with customers but received enthusiastic help from the management and colleagues who helped me get the job done in the best way
In the process of implementing the essay,the work of researching, researching, surveying and collecting data to solve problems with the situation of digital marketing activities of the company can be flawed, looking forward to receiving advice as well as suggestions from teachers so that you can have a more accurate view
REFERENCE LIST OF DOCUMENTS ON THE INTERNET:
1 Company website: https://tomitamart.vn/
2 https://vi.wikipedia.org/wiki/Wikipedia
4 https://www.facebook.com/TomitaMartKhucThuaDu
5 https://www.facebook.com/tomitamart
6 https://www.youtube.com/channel/UCsj07l_sQcKxyShSK0sLqYg
7 https://bigstarmedia.vn/earned-media-la-gi.html
8 https://www.worldbank.org/vi/country/vietnam/overview
9 https://www.smartinsights.com/social-media-marketing/social-media strategy / new - global - social - media - research
10 https://business.facebook.com/creatorstudio/insights_performance
11 https://blog.hootsuite.com/youtube-stats-marketers/
12 https://www.google.com.vn/?hl=vi
13 https://analytics.google.com/analytics/web/provision/#/provision
I am Tran Thi Phuong Thanh - a student at Thuong Mai University and Rouen University Currently, I am working on the topic of Completing Digital Marketing activities of Tomita < Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company With the desire to = help the company find solutions to develop digital marketing activities and bring efficiency to meet customer needs For the purposes of my research, I would like to send you this interview to learn more about the implementation of digital marketing activities at the company
We look forward to your cooperation I sincerely thank you!
Mr/Ms/Mrs: Profession: Phone number:
Question 1: Please tell me your gender? o Male o Female o Prefer not to answer
Question 2: At what age are you? o From 16 to 24 years old o From 25 to 35 years old o Over 35 years old
Question 3: What interests you most when deciding to buy at Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company? o Company brand o Product quality o Price of product o Service quality
Question 4: Which Tomita Mart products did you buy and use? (Multiple answers can be selected) o Fresh food (meat; seafood; vegetables, tubers, fruits) o Frozen food (frozen meat; frozen seafood; packaged items) o Fruits (imported; regional) o Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, ) o Products for the mother (pregnant milk, functional foods) o Confectionery; drink o Food, food; household items o Cosmetics
Question 5: Evaluate your satisfaction of about the quality of the company's products according to the following criteria:
Dissatisfied Neutral Satisfied Very satisfied
Quality Variety Product Packaging Trademark
Question 6: How do you feel about the booth on Facebook Fanpage? o 1 star o 2 stars o 3 stars o 4 stars o 5 stars
Question 7: How do you feel about the booth on Shopee? o 1 star o 2 stars o 3 stars o 4 stars o 5 stars
Question 8: What marketing tools do you know about Tomita Mart's company and products? o E - public relations marketing (via website content) o E - public relations marketing (social networking sites such as Facebook, Youtube) o Marketing through electronic trading platforms (such as Shopee) o Direct e-marketing (E-mail marketing, SMS, )
Question 9: Evaluate your satisfaction about the salesman of the company?
Dissatisfied Neutral Satisfied Very satisfied
Employee’s attitude Salesman's ability to understand customers Ability to advise and answer questions for customers of sales staff
Question 10: What are your comments on trade promotion activities the company to serve customers better?
Sincerely thank you for your cooperation!
Appendix 2: RESULTS OF CUSTOMER SERVEY
The results are based on interviews with 50 clients to Tomita Mart Interview questions are processed in chapters 4 and 5
Question 1: Please tell me your gender?
Question 2: At what age are you?
Question 3: What interest you most when deciding to buy at Tomita Mart supermarket chain of Tomita Farm Vietnam Joint Stock Company?
Company brand Price Product quality Service quality
Question 4: Which Tomita Mart products did you buy and use?
(Multiple answers can be selected)
Question 5: Evaluate your satisfaction about the quality of the company's products according to the following criteria:
Dissatisfied Neutral Satisfied Very satisfied
Question 6: How do you feel about the booth or Facebook Fanpage?
1 star 2 stars 3 stars 4 stars 5 stars
Question 7: How do you feel about the booth on Shopee?
1 star 2 stars 3 stars 4 stars 5 stars
Question 8: What marketing tools do you know about Tomita Mart's company and products? o Electronic public relations marketing (via website content): 9 o Public relations marketing (social networking sites like Facebook, Youtube): 34 o Marketing through e-trading platform (such as Shopee): 5 o Direct e-marketing (E-mail marketing, SMS, ): 2
Question 9: Evaluate your satisfaction with the salesman of the company?
Dissatisfied Neutral Satisfied Very satisfied
Salesman's ability to understand customers 0 3 15 21 11
Ability to advise and answer questions for customers of sales staff