E marketing strategy of mobile world investment corporation = chiến lược tiếp thị điện tử của công ty cổ phần đầu tư thế giới di động

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH ---THÁI TRUNG HIẾU E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY CỔ PHẦN ĐẦU TƯ

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH

-THÁI TRUNG HIẾU

E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION

CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY CỔ PHẦN ĐẦU TƯ THẾ GIỚI

DI ĐỘNG

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2019

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH

-THÁI TRUNG HIẾU

E-MARKETING STRATEGY OF MOBILE WORLD

INVESTMENT CORPORATION

CHIẾN LƯỢC TIẾP THỊ ĐIỆN TỬ CỦA CÔNG TY

CỔ PHẦN ĐẦU TƯ THẾ GIỚI DI ĐỘNG

Chuyên ngành: Quản trị kinh doanh

Mã số: 60 34 01 02

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HỌC: TS TRỊNH NGỌC HUY

HÀ NỘI - 2019

The author confirms that the research outcome in the thesis is the result of author‘sindependent work during study and research period and it is not yet published in other‘sresearch and article

The other‘s research result and documentation (extraction, table, figure, formula,and other document) used in the thesis are cited properly and the permission (if required) isgiven

The author is responsible in front of the Thesis Assessment Committee, HanoiSchool of Business and management, and the laws for above-mentioned declaration

Date: 15 Jun 2019

Thai Trung Hieu

i

First of all, with deep gratitude, I would like to send my thanks to my teacher, Dr.Trinh Ngoc Huy - who guided and helped me with many valuable comments andsuggestions to make the thesis better

I would also like to thank the teachers of the Hanoi School of Business andmanagement - Vietnam National University, especially those who directly taught andhelped me in the process of learning and doing the thesis

Finally, I would like to express my sincere thanks to my family and friends foralways supporting me during my research

Author

Thai Trung Hieu

TABLE OF CONTENTS

DECLARATION i

ACKNOWLEDMENT ii

ABBREVIATION v

LIST OF TABLES vi

LIST OF FIGURES vii

INTRODUCTION 1

1 Urgency of the topic 1

2 Literature review 2

3 Research purposes 4

4 Research subject 4

5 Objectives 4

6 Research 5

6.1 Data collecting methods 5

6.1.1 Secondary data 5

6.1.2 Primary data 5

6.2 Research methods 5

6.2.1 Qualitative research 5

6.2.2 Quantitative research 6

6.2.3 Research process 6

6.3 Sample design - Choose a template 6

6.3.1 Determine sample size 6

6.3.2 Sampling method 7

6.4 Official research 7

6.4.1 Scale 7

6.4.2 Data analysis techniques 7

7 Thesis structure 8

CHAPTER I: THE BASICS OF E-MARKETING STRATEGY 9

1.1 Basic concepts 9

1.1.1 Definition of strategy 9

1.1.2 Marketing strategy 10

1.2 E-marketing and e-marketing strategy 11

1.2.1 E-marketing 11

1.2.2 Differences between e-marketing and traditional marketing 13

1.2.3 Basic e-marketing tools 14

1.2.4 E-marketing strategy 23

CHAPTER II: ASSESSMENT OF THE E-MARKETING STRATEGY OF MOBILE WORLD INVESTMENT CORPORATION 25

2.1 Brief overview of Mobile World Investment Corporation business 25

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2.1.1 The formation processes 25

2.1.2 Field of operation 25

2.1.3 Management structure of the Company 26

2.1.4 Recent business activities of the Company 28

2.1.5 Achievements 29

2.2 Current status of e-marketing at Mobile World Investment Corporation 30

2.2.1 Analysis of e-marketing strategy at MWG 30

2.2.2 Assessing the company's e-marketing strategy 39

2.2.3 Analysis of awareness of customers 39

CHAPTER III: MAIN SOLUTIONS TO IMPROVE MOBILE WORLD INVESTMENT CORPORATION E-MARKETING STRATEGY 52

3.1 The business direction and requirements to improve the effectiveness of e-marketing activity of Mobile World Investment Corporation 52

3.1.1 Current market context 52

3.1.2 The inevitability of improving the effectiveness of e-marketing activities of MWG 54 3.2 Main solutions to improve the effectiveness of e-marketing for Mobile World Investment Corporation 55

3.2.1 Measuring the effectiveness of the strategy 56

3.2.2 Controling quality 56

3.2.3 Improving e-marketing tools 56

3.2.4 Using the opportunities 60

CONCLUSION 61

REFERENCES 62

APPENDIX 01: DATA TABLES 66

APPENDIX 02: DRAWINGS, CHARTS, FIGURES 69

APPENDIX 03: CUSTOMER SURVEY 84

APPENDIX 04: SURVEY DATA 87

4 CRM Customer Relationship Management

5 ERP Enterprise Resources Planning

6 IT Information Technology

7 KOL Key Opinion Leader

8 KPI Key Performance Indicator

9 MDS Multidimension Scaling

10 MWG Mobile World Investment Corporation

11 ORM Online Reputation Management

12 PPC Pay-Per-Click Advertising

13 PR Public Relations

15 ROI Return On Investment

16 SCM Supply Chain Management

17 SEM Search Engine Marketing

18 SEO Search Engine Optimization

19 SERPs Search Engine Results Pages

20 SIM Subscriber Identity Module

21 SME Small and Medium Enterprise

22 SMM Social Media Marketing

23 SMS Short Message Services

24 TOMA Top-of-Mind Awareness

25 TVC Television Commercials

v

LIST OF TABLES

Table 1: List of 20 countries with the highest number of Internet users by 30 June 2017 66

Table 2: Distribution table of customer survey list 67

Table 3: Most valuable social media platforms 67

Table 4: Business results of MWG 67

Table 5: Revenue for the first 11 months of 2017 68

LIST OF FIGURES

Figure 1: Average daily use of the Internet in Vietnam 69

Figure 2: Factors affecting the decision to choose a mobile retailer 69

Figure 3: Keys aspects of the 7Ps of the classic marketing mix 70

Figure 4: Differences Between Digital, Internet and Social media 71

Figure 5: The e-marketing strategy in the context of other plans 71

Figure 6: Google AdWords ad example 72

Figure 7: Management structure of the company 72

Figure 8: Important milestones of the company 73

Figure 9: Revenue and profit after tax of MWG over the years 73

Figure 10: The Gioi Di Dong and Dien May Xanh logos 74

Figure 11: 3 campaigns that stirred up social networks from 18 December 2016 to 18 January 2017 74

Figure 12: Total interactions after two months of Dien May Xanh TVC 75

Figure 13: Details of a product on thegioididong.com website 75

Figure 14: Top 10 prestigious retailers in 2017 - durable goods, electrical appliances, refrigeration, jewelry 76

Figure 15: The top 5 durable goods retailers listed by consumers in the online survey in September 2017 76

Figure 16: Top 10 e-commerce websites in Vietnam 77

Figure 17: Number of MWG‘s stores in 2017 77

Figure 18: Rate of enterprises having websites over the years 78

Figure 19: The rate of updating information on the website 78

Figure 20: Percentage of websites with mobile versions over the years 78

Figure 21: Percentage of enterprises with mobile sales app over the years 79

Figure 22: Average time spent by customers when accessing mobile e-commerce website or sales app 79

Figure 23: Percentage of enterprises having a business support website on mobile platform 79 Figure 24: Forms of website / mobile app advertising 80

Figure 25: Advertising costs by city group 81

Figure 26: Evaluating the effectiveness of website / mobile app advertising 81

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Figure 27: Percentage of enterprises rated high effectiveness of online advertising tools

over the years 81

Figure 28: Percentage of firms receiving orders through online tools 82

Figure 29: Percentage of firms placing orders through online tools 82

Figure 30: Evaluate the effect of sales through online tools 82

Figure 31: Geofencing Marketing 83

Figure 32: Shopping with augmented reality 83

1 Urgency of the topic

Over the 20 years of establishment and development of the country in 1997-2018,the Internet has had a tremendous impact on Vietnamese people‘s lives From anagricultural backward country, Vietnam has emerged as one of the dynamic ―Internetnations‖ in the world As of 30 June 2017, the world has 3,835 billion Internet users Theworld population at the time of the survey was 8,5 billion people, this means that 47% ofthe world‘s population is connected to the Internet Vietnam has a large population, ranked14th in the world with approximately 93,6 million people, of which the urbanization rate is31% Of the top 20 countries with the largest number of internet users with 2,768 billionpeople, accounting for 72% of the world, Vietnam ranks 12th in the list with 64 millionusers (Table 1_Appendix 01) An average Vietnamese people spend 6 hours and 53minutes a day browsing the web on their PCs and tablets, 2 hours and 33 minutes usingtheir mobile phones and 2 hours and 39 minutes on social networks (Figure 1_Appendix02)

Vietnam is a dynamic Internet country with a steady increase in the number of usersover the years and in the top countries interacting with the Internet Social network,especially Facebook, plays an important role in Vietnamese society as it occupies a largepercentage of users, and furthermore takes too much time on an individual daily basis Inline with international trends, mobile users in Vietnam also make up a large proportion ofthe capacity because of the portability and more responsive to the needs of the majority ofusers of different classes E-commerce continues to thrive, but is not commensurate withthe number of users and the strength of Vietnam‘s Internet economy The expectations andshortcomings that need to be resolved on e-commerce in Vietnam are still in the future

This demonstrates the continued development of the communication infrastructure,the rapid integration of Vietnamese youth into the world, and precise development policiesand orientations from the state The rapid development of the Internet has opened the doorfor Vietnamese businesses to exploit a new type of effective marketing activity at low cost,which is marketing through the Internet Therefore, the research and application of e-marketing (Internet marketing) tools into the business of Vietnamese enterprises is verynecessary

Marketing in the Internet environment is actually the performance of advertisingand selling products through the Internet This is a form of marketing quite popular in theworld but quite new in Vietnam and most businesses haven‘t use it with full potential

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Internet is the global computer network, so the implementation of marketing via theInternet is far more effective than the traditional media such as newspapers or television,etc which helps reducing the cost of advertising as well as to overcome the limitations oftraditional media or advertising tools.

Mobile World Investment Corporation (MWG) is headquartered at 222 YersinStreet, Phu Cuong Ward, Thu Dau Mot Town, Binh Duong Province, Vietnam By the time

of 2017, the company operates three retail chains: The Gioi Di Dong, Dien May Xanh andBach Hoa Xanh chain Over the years, the company has been developing quickly andstably despite difficult economic situations The Gioi Di Dong is the number one mobilephone retailer in Vietnam with 950 supermarkets in 63 provinces and cities, accounting forover 40% of the country‘s market share Online sales and home delivery nationwide were

launched in early 2007, the website www.thegioididong.com is one of the leading

e-commerce websites in Vietnam with the traffic of more than 39,6 million people permonth, providing detailed pricing information and technical features of more than 700phone models and 200 branded laptops in Vietnam In addition, Dien May Xanh becamethe first and only electric appliance retailer in Vietnam covering 63 / 63 provinces and hasrisen to the No 1 in the market of TV, refrigerator, washing machine, etc with more than20% of the market share in December 2017

However, MWG is hard to repeat the feat of previous years for Bach Hoa Xanh.One reason is that this is a very competitive segment and the rivals are big players in andout of the country, instead of small scale domestic firms like few years ago Moreover, thecycle of the telephone and electronics market in Vietnam a few years ago is still in its earlystages and MWG has picked up the trend of the market for strong investment anddevelopment while the groceries market at this stage has finished the period of rapidgrowth and seems to be entering a saturation stage when big rivals have gained a stablemarket share so competing for the market share will be fierce

Deriving from the urgent practical necessity and important significance is the need

to provide a reasonable marketing solution to continue to raise consumer awareness of the

The Gioi Di Dong brand, the author proposed to select the topic E-marketing strategy of

Mobile World Investment Corporation as the thesis research topic for his Master of

Business Administration program

2 Literature review

Regarding the e-marketing strategies researches, up to now there have been a large number

are directly related to the thesis can be listed as follows:

- Dave Chaffey in Internet Marketing: Strategy, Implementation and Practice In

this book, Chaffey provides comprehensive, practical guidance on how companies can get themost out of the web to meet their marketing goals The book links marketing theory with casestudies on cutting edge companies such as Dell, eBay and Facebook to help readers tounderstand digital marketing in the real world There are plenty of practical, real-world tips,with advice based on solid experience and case-studies

- Simon Kingsnorth in Digital Marketing strategy: An integrated approach to

online marketing The book combines a detailed knowledge of digital channel management

with classic marketing theory Kingsnorth brings various strategies to life through case

studies, charts, illustrations, and checklists Digital Marketing Strategy covers what digital

marketing is, how to budget and forecast, acquisition, personalization, customer service, userexperience, content strategy, how to analyze and perform social measurements, and how tostructure and present a digital marketing plan in order to win support and funding

- Robert Davis in Social Media Branding for Small Business: The 5–Sources

Model Social Media Branding For Small Businesses provides a framework to guide your

strategy and implementation In this book, Davis proposes the approach called the 5-SourcesModel The five Sources are the five fundamental branding principles that focus on simplyoutsourcing one‘s brand It simply says that the social media brand for small businesses needs

to play an important role in your customers‘ functional and emotional existence

- Ian Dodson in The Art of Digital Marketing: The Definitive Guide to Creating

Strategic Targeted and Measurable Online Campaigns As the author claimed: ―This book

provides you with a framework for applying your digital marketing skills in a structured and

iterative fashion‖ The Art of Digital Marketing provides a strategic framework for digital

marketing campaigns, like how to set goals, how to achieve those goals (strategy), how tobreak that strategy into tactics (action steps) and how to measure KPI's The vast majority oftools this book suggests are really free or inexpensive, so it's very useful for both low andhigh budget digital marketing campaigns

- Nick Westergaard in Get Scrappy: Smarter Digital Marketing for Businesses Big

and Small Get Scrappy is a practical guide to maximizing marketing on a small budget The

book gives small business owners or even startups the confidence to realize they can competewith larger competitors or market leaders using some creative thinking and modern marketingtechniques Westergaard is accurate and effective with his message -

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that with the many tools & techniques that are now available, marketing done properlywith modern approaches & tools does not have to be expensive and in some cases, having

a small budget can be an advantage in that it incentivizes a marketer to be creative In theend, the book provides a valuable & helpful framework for an SME to follow in order tochallenge bigger competitors

- Chong Woon Kian (2011) in the PhD Thesis on The design and development of

an e-marketing framework for the asian B2B marketplace The author‘s research focuses

on the SMEs operating in a number of Asian economies, specifically in China, Malaysia,Philippines, Singapore, Thailand and India This study employed a triangulatedmethodology containing both quantitative (online survey) and qualitative (interview) datacollection mechanisms A key finding is the development of a theoretical framework forSMEs, emerging from the analysis of 406 companies from various industrial sectors Based

on the findings, an e-marketing framework derived from B2B e-marketplace, termed asB2B e-MF, was developed for practising e-marketing in SMEs The framework emergedfrom a review of literature in the fields of e-marketing and the B2B e-marketplace and wasempirically tested from SMEs who participated in the B2B e-marketplace The analysisperformed in this study shows that interaction with the B2B e-MF is an importantdimension and has a positive and significant impact for the business efficiency and serviceimprovement of Asian SMEs

3 Research purposes

The main purpose of the given research is to study the existing e-marketing tools,

to analyze MWG effectiveness in this field, determine the most suitable methods for thecompany to represent itself online and to provide objective recommendations andsuggestions on e-marketing strategy based on the actual situation, theoretical and practicalresearch results

Search Engine Optimization (SEO) and others It is followed by the objective: ―To assessexisting e-marketing strategies of MWG,‖ and recommendations part: ―To recommendbest suitable strategies for MWG.‖

- External data sources include books and journals and international specialized journals, reliable internet sources on management, strategy, marketing and e-marketing

6.2.1 Qualitative research

Building theoretical research model base on theoretical research The objective ofqualitative research is to understand the buying behavior of customers and the factors thatdirectly affect their buying behavior

Qualitative research uses open-ended questions to interview customers who buyproducts at The Gioi Di Dong stores The investigation qualifies 15 customers of The Gioi

Di Dong to find out the main factors that influence their buying decisions in mobilesupermarkets in Hanoi The purpose of qualitative customer surveys is to adjust andsupplement the observed variables used to measure control factors

In addition, we use expert methods to gather opinions of people who regularlyinteract with customers Specifically, the interviewees are 2 sales consultants and 2managers at The Gioi Di Dong store in Ngoc Hoi These are people who regularly contact,advise and answer questions of customers so they will understand customer behavior whenshopping

5

From the qualitative interview process, we summarize and eliminate duplicatevariables to give the most influential factors to customer buying behavior This result ofqualitative research will be used in the next quantitative study.

The qualitative research process we have synthesized and proposed the researchmodel in (Figure 2_Appendix 02)

6.2.2 Quantitative research

Based on the results from qualitative research, the author designed the officialquestionnaire to collect information from customers Quantitative research was conductedthrough the direct interview method of customers who purchased products at major mobilereatailers in Hanoi Official research results are used to re-test the theoretical model Thesteps to take are:

- Design questionnaires, investigate and conduct to adjust the questionnaires so clearly to obtain results in order to achieve research objectives

- Official interview: Using the direct interview technique by distributingquestionnaires to customers, the interviewer explains the content of the questionnaire so thatthe respondent understands the question and answers correctly according to their assessments

Based on the results from qualitative research, the author designed the official questionnaire to collect information from customers

The preliminary questionnaire was adjusted through interviews with 30 customers

to see if they understood the correct words, meaning and purpose of the question and agree

to provide the information asked

After conducting the interview, the official questionnaire was adjusted and included

in the official interview

6.3 Sample design - Choose a template

6.3.1 Determine sample size

To determine the sample size of the survey representing the overall study, the

author use the following formula: n =

(Table 2_Appendix 01) shows the number of customers to investigate in mobileretailers.

6.4.2 Data analysis techniques

After collecting data from customers, proceed to check and remove unsatisfactoryquestionnaires Next is data encryption, data entry, data cleaning Then analyze data withSPSS software with the following methods:

- Descriptive Statistics: To handle collected data and information

- Multidimension Scaling: To build the cognitive map

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7 Thesis structure

Apart from the introduction and conclusion, the thesis is divided into three

chapters:

Chapter I: The basics of e-marketing strategy

Chapter II: Assessment of the e-marketing strategy of Mobile World Investment Corporation

Chapter III: Main solutions to complete Mobile World Investment Corporation marketing strategy

e-CHAPTER I: THE BASICS OF E-MARKETING STRATEGY

1.1 Basic concepts

1.1.1 Definition of strategy

Through the concepts and definitions of business strategy or corporate strategy arevaried or different, most scholars and authors have shown a common viewpoint that astrategy of a company is an integrated set of decisions, plans and actions to beimplemented for maximizing company‘s competitiveness

According to Hoang Dinh Phi (2015): ―A strategy of an organization or acompany is a document, either written, printed or electronic, in which the responsiblepeople set out long-term mission, vision, core values, and strategic objectives for 5 years asstandard, as well as the resources to be mobilized and solutions to be implemented in order

to achieve the set objectives There are 6 embodied contents that create a strategy: Mission,Vision, Core values, Objective, Resources and Solutions.‖

Strategy is a master plan that the management of a company implements to secure acompetitive position in the market, carry on its operations, please customers and achievethe desired ends of the business

In business, it is the long-range sketch of the desired image, direction anddestination of the organisation It is a scheme of corporate intent and action, which iscarefully planned and flexibly designed with the purpose of:

- Achieving effectiveness;

- Perceiving and utilising opportunities;

- Mobilising resources;

- Securing an advantageous position;

- Meeting challenges and threats;

- Directing efforts and behavior;

- Gaining command over the situation

A business strategy is a set of competitive moves and actions that a business uses toattract customers, compete successfully, strengthening performance, and achieveorganisational goals It outlines how business should be carried out to reach the desiredends

Business strategy equips the top management with an integrated framework, todiscover, analyse and exploit beneficial opportunities, to sense and meet potential threats,

to make optimum use of resources and strengths, to counterbalance weakness

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1.1.2 Marketing strategy

The original concept of marketing was simply market activity, along with differentstages of economic development, and there were a lot of different perspectives onmarketing, but no definitions were found most correctly

As defined by the American Marketing Association, ―Marketing is the activity, set

of institutions, and processes for creating, communicating, delivering, and exchangingofferings that have value for customers, clients, partners, and society at large.‖

Dr Philip Kotler defines marketing as ―the science and art of exploring, creating,and delivering value to satisfy the needs of a target market at a profit Marketing identifiesunfulfilled needs and desires It defines, measures and quantifies the size of the identifiedmarket and the profit potential It pinpoints which segments the company is capable ofserving best and it designs and promotes the appropriate products and services.‖

―Marketing is traditionally the means by which an organization communicates to,connects with, and engages its target audience to convey the value of and ultimately sellsits products and services However, since the emergence of digital media, in particularsocial media and technology innovations, it has increasingly become more aboutcompanies building deeper, more meaningful and lasting relationships with the people thatthey want to buy their products and services The ever-increasingly fragmented world ofmedia complicates marketers‘ ability connect and, at the same, time presents incredibleopportunity to forge new territory.‖ Julie Barile - Vice President of eCommerce, FairwayMarket

These are just a few of the thousands of marketing definitions that exist today Itcan be seen that, although different, these definitions all have one thing in common: theycome from the market and the needs of consumers After all, marketing is the wholebusiness of activities aimed at satisfying the needs of consumers in the market to achieveprofit goals

Marketing strategy is the marketing theory whereby a business hopes to achieve itsmarketing objectives The marketing strategy of a company contains the company‘s valueproposition, key marketing messages, information on the target customer and other high-level elements ―The marketing strategy lays out target markets and the value propositionthat will be offered based on an analysis of the best market opportunities.‖ (Kotler &Keller, 2011) Marketing strategies include specific strategies related to target markets,marketing mix and marketing budgets

Marketing strategies usually involve 4P, detail as following:

- Product: General policies on branding, positioning, cancellation, design,

packaging

- Place: General channel policy and customer service level

- Price: The price is the most important factor for marketing The general price policy should be followed for each product group in each market segment

- Promotion: General policy of communication, contact with customers such as:advertising, sales team, promotion, community relations, fairs, mail, customer service center,Internet (McCarthy, 1960)

This 4P base can be developed and extended into 7P, sometimes known as the service mix with the appearance of:

- People: Include people who are directly or indirectly involved in the trade of theproduct or service These are mainly customer contact employees, customers, personnel andmanagement

- Physical evidence: Refers to an environment in which a service comes about from

an interaction between an employee and a customer which is combined with a tangiblecommodity

- Process: Represents the activities, procedures, protocols and more by which theservice in question is eventually delivered to the customer As services are results of actionsfor or with customers, a process involves a sequence of steps and activities to get there.(Booms & Bitner, 1981)

(Figure 3_Appendix 02) summarizes the 7 main elements of the marketing strategy

1.2 E-marketing and e-marketing strategy

1.2.1 E-marketing

First and foremost, in terms of form, though appearing under different names asInternet marketing, electronic marketing, online marketing, digital marketing, etc but thecontent deals with the application of digital technologies that connect and exchange data onthe Internet for marketing purposes, including computers, interactive television, phones,digital devices However, as mentioned, the scope of this research will focus only on themain target which is the Internet (Figure 4_Appendix 02)

Businesses can take advantage of all Internet tools such as websites, blogs,electronic newspapers, etc to promote, building community on the Internet, strengthenrelationships with the public which has become very important in building the image of thebusiness

Marketing on the Internet helps businesses to reduce the cost of promoting their 11

images, also it can bring great results With the promotion on the Internet, businesses cangive detailed information of products as well as business to the consumers from whichcreates the demand for product consumption Sending promotional emails, setting upforums, building blogs, etc for customers to self-assess the advantages and disadvantages

of the products, exchanging experience after using products, etc help create trust ofcustomers for the image of the business as well as the product of the business

Although the number of customers seeking traditional businesses remains high, thenumber of users who uses the Internet as the most important and most useful informationchannel is growing rapidly In particular, they use search engines as the gateway toknowledge and these web search sites are now becoming the most visited for Internetusers Businesses need to realize that the Internet is now a useful and practical platform for

a large number of customers If businesses want their products to be well-known, theycan‘t stand out of this ideal playground The Internet is not just a place to gatherinformation about types of products and services, but it is also expected to be the placewhere customers can research the products and making purchases simply and with leasttime consuming This is especially effective for younger clients In many countries aroundthe world, ―addicting‖ to the Internet is increasingly popular especially among youngpeople If these people become businesses managers, they will certainly expect thepresence of their company‘s products and services on the Internet

As an information gathering tool, the Internet plays a very effective role inproviding information about customer activity Whenever someone visits a website, theyare sure to have left some ―traces‖ on the site: which items they clicked on, what theybought and more When linked with customer recognition methods, such as access tools,businesses may know how customers return to their site Capturing customers‘ behaviorsand preferences will help businesses to meet their customers‘ needs in a timely fashion,and if they do, they will be able to turn them into their loyal customers

The internet is the most convenient tool for conveying business information andimages at the fastest speed to not just a few hundreds of people, but millions in the openworld which no longer separated by the geographical boundary Whether consumers likethe product or not, the Internet has proven to be a very good tool for boosting consumers‘impromptu buying decision The advancement of high technology can help businesses do iteasily Just by offering product suggestions based on the study of attitudes and psychology

of customers, manufacturers or service providers can able to streamline online transactions.Pre-paid purchase, prefer to buy more to get discounts psychological of consumers in

online transactions is what the business and marketing companies use to exploitthoroughly.

In the age of Internet boom, manufacturers or service providers can grow loyalcustomers when the quality of their products and services meets the individual needs ofeach customer This allows businesses to carry out online marketing, according tocustomer requirements, whereby customers can be comfortable, freely choosing products

or services they love The Internet is an information boulevard, a giant supermarket wherecustomers can visit or shop at will The Internet allows customers to view sample productsonline, from groceries to cars, houses, villas, etc so that customers can make decisionsimmediately after viewing the ads The Internet makes it easy for distributors to becomeproduct or service providers with perfect quality Unlike traditional product or serviceproviders, online sales sites make consumers feel good about their suppliers

Internet technology is replacing the traditional methods of delivering products andservices as well as in capturing information about customer needs It is easy to see the costsavings in providing digitized products and services (e.g music, publications, graphicdesign, etc.), in which producing and shipping cost are excluded from the cost of theproduct Sales people also benefit by encouraging customers to collect information aboutproducts online prior to direct dealing This helps manufacturers save time in explainingcompany and product profiles so they can spend more time capturing and solving customerconcerns

The Internet is a communications and distribution channel that gives potentialcustomers worldwide access to the company‘s products and services Through the web,businessmen from all over the world can expand their target market multiple times Eventhough setting up a website does not guarantee a global business (there are other things thatneed to be done to make the site commercially viable), the Internet is still considered a bigleap in business, global scale

1.2.2 Differences between e-marketing and traditional marketing

The essence and the principle of marketing do not change, it is still a process ofexchanging information and economic behavior, from the identification of needs, theplanning to the implementation and the inspection of the use of marketing tools suitably tobring products, services, ideas to customers and markets However, there are somedifferences between e-marketing and traditional marketing:

- Cost: Every business strategy engages to budget, so does both strategies Thereare some difference in the cost between traditional marketing and e-marketing Traditional

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marketing promotes the products of a brand through ads on paper, billboard, television,radio, etc This marketing strategy spends huge cost to keep the promotion running as theschedule E-marketing can also carry a cost, but there are numerous e-marketing strategiesthat are virtually free.

- Coverage: In traditional marketing, coverage of your product will be printed onpaper media or aired on television and radio Unfortunately, the exposure your products willget is often momentary For example, the newspaper where a high-cost businessadvertisement appeared in could be thrown away the next day On the contrary, onlinecoverage will always be there for like forever It will be archived on the internet and ready to

be found easily whenever your customers need it

- Audience: Traditional marketing is more effective for target customer which out

of reach of internet They are people who do not connect to the internet on daily basis Seniorcitizens or low-end economic citizens who are internet illiterate are the best target fortraditional marketing strategy On the other hand, people who are never without internet intheir reach, such as teenagers and businessmen, are easier to reach through e-marketing

- Immediacy: Traditional marketing takes more time to go from a concept to afinished product It goes through numerous steps, each takes some times While it still takestime for developing concepts and creating contents, e-marketing takes almost no time to getinto the customers simultaneously

- Tracking: It is difficult to keep track of traditional marketing strategy Businessesneed to put a lot of effort and time-consuming research to get information how customersreact to their products With online marketing, businesses can utilize various tools, such asGoogle Analytics, Hootsuite, Doppler and Crazy Egg, for tracking results of advertisingcampaigns Using these tools, not only can they measure and track the effectiveness of onlinemarketing campaigns, but also illustrate its progress in detailed graphics

1.2.3 Basic e-marketing tools

1.2.3.1 Search Engine Marketing (SEM)

Over the last few years, searching for online information has become a ubiquitousand critically important activity for many products and services Many Internet visitorsnow access websites from a search engine instead of through a direct link from anotherweb page Search engines now occupy a prominent position in the online world (Dou et al.2010)

Nowadays, they are used to finding all kinds of information about things, events, 14

people, places, and more Eventually, search engine will play an even greater role helpingfirms that use the Internet create an online identity and find their target customers (Wu et

al 2005) Although the purpose of many searches conducted through search engines ispurely information seeking, the goal of companies is to influence their potential and currentcustomers‘ important decisions As a consequence, budgets for search engine marketingare growing faster than spending on other types of online advertising

SEM, including paid search engine advertising and search engine optimization(SEO), has experienced tremendous growth in the past few years It has been found that62% of search engine users only click on links on the first page of the search results, withless than 10% clicking on links that appear after the third page (Malaga 2008) SEM is aneffective audience acquisition strategy and allows companies to reach target customersthrough advertisements placed on search engines A successful SEM strategy can generatesteady traffic levels and tremendous return on investment

1.2.3.2 Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the practice of ensuring a website can befound and ranked in search engines for words and phrases relevant to what the site isoffering, etc and what people are searching for Search engines help millions of users tofind required content or web page by word or group of words These days alternativesearch engines are emerging all the time, but there are some of them, which are keeping theleading positions and always have a high demand Google, Bing, Yahoo! Search, Ask.comand AOL Search are continuing to keep dominance in the sector, where Google has thefirst place with its 1,6 billion monthly users

To provide users with the results, search engines are involving programmed indexes

of words One search attempt can result on thousands of outcomes related to the giventopic Normally, the most suitable pages appear on the top of search result, allowinggetting the best matches of the information For the user search process does not normally

go more difficult than typing the word in the field of search sngine, finding the right or themost suitable page from the results and clicking on it On the other hand companies doesnot have to do anything to be found by search sngine and gain more traffic to their webpages, if they do not want to Nevertheless, to influence the traffic and to boost the number

of users reaching the site, search marketing should be involved into companies‘ digitalmarketing activities

Multiple results can be provided by search sngines; however, all of them can be dividedinto two categories The first category stands for organic results that are the most 15

suitable results march to the searched words Google search engine usually makes a veryprecise fit to the search, which explains its popularity among other search engines Theresults are appearing on the top of the page as it was already mentioned before The bestresult always goes the first and normally attracts the attention of the user Another category

is paid results These results might be not the best or hardly related to the search word, butthey appear on the top of the page as a marketing mean It is not difficult to distinguishorganic and paid results, as paid results are having a special mark on them (Figure6_Appendix 02) Usually, organic search has more attention on it (60-80% of clicks),because the outcomes are more useful and credible for the user than the paid once (Moran

Social media marketing (SMM) is a massive and strong tool in reaching thecustomers in the Internet, at the same time search engine optimization might seem quitesmall and useless, but in reality, able to generate bigger revenues The main point of SEO

is that all changes, which are necessary to make to the web page, are very small and eveninvisible to the eye of a philistine There is no complicated structure or formula behindthese modifications Only provided together, changes can result in the search engineresults, web page traffic and customer experience With rapid Internet expansion,companies have to remember that traffic becoming more important from day to day in thewar for customer attention Consequently, a well-planned and implemented SEO strategywill bring more advantages for the company

1.2.3.3 Pay-Per-Click Advertising (PPC)

PPC is a tactic where a brand places an ad online and pays each time a user clicks

on it There is no cost to place the ad The cost only incurred when users engage with the

ad A simple explanation of this process looks like this: Through keyword discovery, abrand identifies relevant, popular terms that its audience regularly searches for, it creates asearch result ad that will be visible to users when they search for the target keywords.When a user searches for one of the keywords, he sees the ad on a search engine resultspages (SERPs), and clicks on it The brand is charged for the user clicking on the ad

Typically, PPC advertising is carried out through search engines, who chargeadvertisers a predetermined amount every time their ad is clicked While the search enginesprofit handsomely from this model, site owners benefit from being able to precisely targettheir potential customers

Pay-Per-Click Advertising marketing can be broken down into two categories: (1)Search advertising: Ads that appear as search results on SERPs (2) Display advertising:Ads that appear as graphics, videos, or paid posts typically found on social media feeds andother third-party websites

1.2.3.4 Content Marketing

Content Marketing Institute explains that content marketing is ―a strategicmarketing approach focused on creating and distributing valuable, relevant, and consistentcontent to attract and retain a clearly-defined audience - and, ultimately, to drive profitablecustomer action.‖

Basically, content marketing is the ongoing process that focuses on communicatingwith your customers without always selling Instead, businesses should use contentmarketing strategies to educate the consumer while delivering consistent, valuableinformation to buyers who, in turn, reward us with their business and loyalty

According to Rowly (2008): ―Digital content marketing is the managementprocess responsible for identifying, anticipating, and satisfying customer requirementsprofi tably in the context of digital content, or bit-based objects distributed throughelectronic channels.‖

Content marketing should be part of e-marketing strategy, not something separate.Quality content is part of all forms of marketing, including SMM, SEO, PR, PPC, inboundmarketing and content strategy

1.2.3.5 Social Media Marketing (SMM)

In order to share ideas, information, interact with other Internet users, people are usingsocial media channels By the definition of Merriam-Webster (2016), social mediarepresents one of the forms of electronic communication, which people use creating online

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societies and communities, where there are no limits for communication and data sharing.

Social media is also a social platform to help get the word out for businesses Itallows followers to show their interest, share it with others and recommend your businessbased on your business profile alone It provides an open communication platform to shareinsight into the heart of business and what it is about No matter the target audience fromresidential to commercial, consumer to business they can be found via social media 71%

of consumers are more likely to recommend a brand to others if they have a positiveexperience with it on social media By optimizing social profiles and keeping them freshwith the right content, businesses can create a stronger presence on the web and get moreexposure And they have multiple channels to draw people towards their business

Social media marketing is a great way for businesses to fulfill their objectives interms of building brand equity, improving customer service, reaching new customers andcollecting customer feedback If companies can create social media content that providesvalue to others, they can connect with customers in a profitable way

A few social media channels which will be described below constitute the particularrelevance for the online marketing and could be efficiently utilized for e-marketing strategybuilding (Table 3_Appendix 01)

1 Facebook

Facebook is one of the most known and recognizable web pages in the world Formore than ten years it grew amazingly big, and, already in 2017, Facebook had 2,1 billionregistered users The success of Facebook can be related to its simplicity The ordinaryInternet user does not need to know anything about programming or coding to create aFacebook account The online registration form appears automatically and does not requireanything demanding, only basic personal information Facebook registration does not asktoo personal information and can be accomplished in minutes without any effort

The possibility to spread and share different forms of content, including text, linksand pictures attract businesses to be present on Facebook It helps companies to integratebetter in the informational stream and promote the products without any pressure to thepotential customer Also, Facebook helps companies to start without any charge and need

of planning To begin a successful story in Facebook the business should attract the userand gain more followers for its page after the profile was created and the package of firstinformation was added to it To create traffic and to build recognition, the company canstart with already existing customer base through invitation them to follow the company‘spage As per usual, when the business has loyal customers the word-of-mouth spreads and

already subscribed users start to invite their friends, relatives, and other connections toview the page The company, in turn, does not have to apply any special or outstandingmeans to track the traffic and users, who started to follow their page This data is countedand automatically displayed in the upper line of the page, where company name, detailsand contact information are located The biggest advantage of Facebook is that there is noneed to wait until the customer will come and show the interest in company or brand, butthe company can go directly to the customer with the selected content and not bother ordistract him or her It even allows business to declare and remind about itself more often.

Facebook also has more business directed services such as Facebook Adverts andAdverts Manager These means allow business to target the audience not blindly, butconsciously, selecting targeting groups based on gender, age, physical location andreaching out those of nine hundred million daily visiting, for whom the advertisementmight be meaningful After selection of targeted group, the company can decide onbudgeting and spending limits, which will be set on daily or per campaign basis Tomanage campaigns effectively Facebook offers to use Adverts Manager, which can beaccessed even through smartphones and tablets Nothing can be as easy in controlling,tracking and delivering of product and company information as it is with FacebookAdverts

2 YouTube

YouTube is the web page, streaming videos online, with around the globerecognition It exists already more than a decade, as it was founded in 2005 by ChadHurley, Jawed Karim and Steve Chen In 2006, Google has bought it for 1,65 billion USdollars Several years have passed and YouTube started to grow as fast as it was developedback in 2005 Already in 2011, it had a number of users exiting a trillion and in 2014 ittotaled more than billion signed YouTube never stood at one place and it developed withthe passage of time Integration of commercials started to be possible Since then,YouTube has introduced multiple new features such as ads, integrated into videos, andYouTube Live Live online translations appeared together with automatic play and videocategories uniting videos according to search results

Taking into consideration the number of YouTube users, it is not wise to ignore thismarketing tool The companies of any kind can include YouTube as an effective onlinemarketing mean into their strategic planning YouTube proved its efficiency not only as atool of entertainment and video sharing but also as an effective business introduction andproduct promotion platform With its leading position of the most visited web page, it also

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managed to become a very popular search engine and attract more than eight hundredmillion visitors monthly In B2B decisions, YouTube can be a very handy tool, becausedeveloped brands usually have strong promotional videos and many companies are makingshort introductions to their business in media format It was even proved by research, thatninety-two present of business clients prefer to watch videos and forty-three present out ofthat audience search potentially good products in videos available online (Popick 2013)

The company, which considered utilizing YouTube as a part of its online marketingstrategy, should always keep an eye on its potential audience The idea and integratedmessage should accurately reach its destination The videos uploaded by the companyshould not only be restricted by content and structure but also time, as too short videos arenot suitable for every case and too long videos are not acceptable at all because they cannotkeep the viewer committed and perceived as boring All the produced videos should have adistinguishable style, be intriguing and catchy Even if the video does not show all thebenefits of the product and does not describe all its features it is enough to make itinteresting and relevant to make potential customer search for it more and visit company‘sweb page To achieve the last, businesses have to be very careful with the information theyprovide in their YouTube channel and in the video itself Accurate contact information andlogo of the company should perennially to occupy its place of honor

In order to gain business effectiveness of online marketing, all the parts of themechanism should be connected and work properly complementing each other It isimpossible to have an efficient and strong e-marketing strategy without having the equalstrength of every tool or mean, included in the scheme The business message should gothrough the channels utilized and be supported by main company‘s goals That is whywhen the video is uploaded on the YouTube channel it should also appear in the othersocial media channels of the company and on its web page The video should be also easy

to find by the name It has to include company‘s contact and the matching descriptionformed from keywords (Schmitz 2013)

3 Instagram

It is impossible to say that Instagram is used by all the people, but those who useFacebook and other social media channels are more likely to register in Instagram underthe influence of connections and friends The channel has around 300 million daily usersworldwide The platform is slightly focusing on the images and short videos Theheadwaters of Instagram take place in the mobile network Ideally, Instagram is about oncepersonality, daily routine or exciting moments, but at the same time, it can be considered as

a valuable platform for marketing and doing business more and more The suitability ofthis social media channel for doing business can be explained by looking at its simple foruse structure and the number of users, who willingly spend their time posting and lookingthrough the updates.

As it was mentioned before, Instagram is more about mobile platform than originaldesktop version Instagram exists as a mobile platform but not only that makes it easy formarketing and general use There is editing function, which is integrated into the process ofpicture uploading The picture can be corrected within only one minute and uploaded toprofile, after that, all subscribed followers of the person or company can see it With allmentioned characteristics, digital marketing has a greater chance to reach its customersthrough a free and well-visualized application such as Instagram

Instagram is not only simple to use, but also very easy in profile creation Thelimited amount of information is required for registration of an account The same way asTwitter, Instagram allows usage of hashtags, which are helping to match photos of users to

a particular topic The better tagging is done, the more users are able to find the picture.Not only hashtags are helping to increase the picture views and likes, but description plays

a significant role in it too In case, when few words of description are intriguing, inspiring

or catchy other users and subscribers will remember the photo better this means that for thebusiness it will bring greater brand identification With growing popularity and businessdemands Instagram established marketing solutions for businesses The function has manysimilarities with other marketing platforms such as Facebook The target and material can

be chosen very precisely in order to increase the content visibility The Instagrammarketing is advantageous in its nut shell The company can do its marketing totally free orwith some small fees, but very effectively and with fewer time investments than in othersocial media channels

Last but not least, the flow of information on Instagram can be perceived as optimalbecause it does not change too fast and it is always possible to look back for thepublication Not only pictures but also users can be found without any difficulty It can bedone through exploring feed, locations of the pictures taken or even hashtags (Miles 2014)

1.2.3.6 Email Marketing

Email marketing has long been a pillar for any business attempting to generate sales via the

internet Email marketing is the use of email to develop relationships with potentialcustomers and/or clients It provides direct contact with clients and allows businesses

to drive prospective customers to their websites Professionally executed emails 21

can target their audience and create a traffic flow to the exact call to action areasbusinesses desire.

The two big advantages of email marketing are price and ease Emailing is aninexpensive way to advertise your business and its products and/or services compared tomany other types of marketing It's also extremely easy to set up and track an emailmarketing campaign, making it a very accessible type of marketing for small businesses

Newsletters can be sent to the email list built from the people who provided thenecessary information on a company‘s website, for instance, providing these potentialcustomers with news updates about your company, upcoming events and/or special offers– and, of course, reminding them that their business exists and that maybe it's time for another visit

Email marketing can be personalized Particular groups of customers can betargeted or even individuals Offering individual customer special deals on merchandiseand/or services on the customer's birthday, for instance, is one example of email marketingpersonalization Email marketing helps a business develop and maintain a relationship with

a customer over time that hopefully results in increased sales and increased customerloyalty

Email marketing can substantially increase income if done correctly It‘s a greatway to get people to visit and/or revisit a company‘s website or blog, and more trafficusually equates to more income

1.2.3.7 Affiliate Marketing

Commonly see among celebrities and official spokesman, affiliate marketing is ―atype of performance-based advertising where you receive a commission for promotingsomeone else‘s products or services on your website.‖

People want brands they can trust, companies that know them, communications thatare personalized and relevant, and offers tailored to their needs and preferences Digitalmarketing is the method in which you can provide it

Promoters of affiliate marketing say that the system is based on revenue sharing.The term ‗pay per sale‘ means the same as revenue sharing If a seller has a product andwants more sales, they can offer promoters a financial incentive An affiliate program, forexample, has a financial incentive According to Neil Patel: ―If you have no product andwant to make money, then you can promote a product that you feel has value and earn anincome from it as an affiliate marketer.‖

Since the advent of the Internet, affiliate marketing has grown and changed

dramatically Online retailer Amazon.com is the one that popularized the practice WithAmazon, bloggers and websites direct links to an Amazon page and receive a fee if areferral results in a sale In Amazon‘s and most other cases, affiliate marketing is aperformance marketing program where the selling of consumers for a product isoutsourced.

1.2.4 E-marketing strategy

E-marketing strategy is a channel strategy where electronic channels and digitalmedia support other communications and distribution channels It requires clearprioritization of how the channel should be used An e-marketing strategy should identifytarget markets, positioning, online value proposition, the choice of mix of digital mediachannels to acquire new customers, and contact strategies to welcome and develop existingcustomers

Chaffey (2005) suggests the e-marketing strategy should be linked to othercorporate plans to support marketing activities Referring to (Figure 5_Appendix 02), the e-marketing strategy in an organization should integrate with other corporate or businessstrategies to inform specific market plans for different products or geographical markets.This framework is also integrated with IT and e-business strategy to fulfil the traditionalmarketing practices of creating, communicating, and delivering value to customers Inaddition, e-marketing will include other technologies such as the Internet to enableCustomer Relationship Management (CRM), Supply Chain Management (SCM), andEnterprise Resources Planning (ERP) to help to define the organization‘s marketingobjectives (Strauss and Frost 2001; Chaffey 2005)

Any strategy of traditional or modern e-marketing goes through some stages before

it starts to work Strong connectivity of overall company‘s goals to its e-marketing strategyshould be immediately reflected in the steps the company takes Unequivocally, these stepsare not similar in different cases or entities, however, coincidences between onlinestrategies and earlier type of marketing still exist, because one resulted and developed fromanother A good illustration of this could be:

- Identifying the connection of marketing strategy with major company‘s goals

- Assessment of the validity of the marketing strategy

- Ensuring that Internet marketing objectives are supportive for general marketing purposes

- Striving for competitive advantage, achieved through defined strategic

manipulations

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- Selection of the most suitable strategies and rejecting potentially less effectiveonce.

- Implication of single, well-planned marketing strategy

- Consideration of prebuild, commonly known marketing strategies (Chaffey et al.2011)

Stokes (2011) stresses out that any action in online marketing and all associatedprocesses must be directed exclusively to the customer To understand what customerneeds and how it should be delivered, measuring ways and tools were invented According

to the measuring and analyzing results added to the efficient and up-to-date marketing,tools effectively working strategies can be designed There is almost no single detail incustomer action or behavior, which can be omitted and not considered while building astrong online strategy

When the customer was understood, the great part of the process is ready, but thereare some cases when the customers are too many, they have very diverse needs and requireseparate attention This raises another part of excellent marketing strategy, where not onlythe consumer is counted, but also the business influencing factors of external and internalenvironment are included The need for analytical thinking created highly-demandedprofessional niches because the decision to buy is already done for the customer if theonline strategy is right

CHAPTER II: ASSESSMENT OF THE E-MARKETING STRATEGY OF MOBILE

WORLD INVESTMENT CORPORATION

2.1 Brief overview of Mobile World Investment Corporation business

2.1.1 The formation processes

Mobile World Investment Corporation (MWG) is a shareholding companyincorporated under the Law on Enterprises of Vietnam pursuant to the BusinessRegistration Certificate No 4103012275 issued by the Department of Planning andInvestment of Ho Chi Minh City on 16 January 2009, as amended The Company‘s headoffice is located at 222 Yersin Street, Phu Cuong Ward, Thu Dau Mot Town, Binh DuongProvince, Vietnam and operating office is located at 5th Floor, E-Town 2, 364 Cong HoaStreet, Ward 13, Tan Binh District, Ho Chi Minh City, Vietnam

MWG has four subsidiaries: The Gioi Di Dong Joint Stock Company, Bach HoaXanh Trading Joint Stock Company, The Gioi Di Dong Information Technology LimitedCompany and MWG (Cambodia) Co., Ltd (the Group) At 31 December 2017, theCompany holds 99.95% equity interest in The Gioi Di Dong Joint Stock Company,99.95% equity stake in Bach Hoa Xanh Trading Joint Stock Company, 100% equityinterest in The Gioi Di Dong Information Technology Limited Company and 100%indirect voting rights in MWG (Cambodia) Co., Ltd

The current principal activities of MWG are trading, providing repair andmaintenance services of phones, information technology equipment and accessoriescameras, digital equipment, electronic equipment; household appliances and relatedaccessories In addition, MWG has started trading food, beverages, product from meat,seafood and vegetables

The Company‘s shares were listed on the Ho Chi Minh City Stock Exchange withsymbol ―MWG‖ in accordance with the Decision No 253/QĐ-SGDHCM issued by the

Ho Chi Minh City Stock Exchange on 7 July 2014

MWG‘s core values are: (1) Being wholehearted to customers, (2) Being honest,(3) Integrity, (4) Taking responsibility, (5) Mutual affection and Teamwork, (6) Being passionate in working

2.1.2 Field of operation

- thegioididong.com chain: Founded in 2004, from the early e-commerce model

with a website introducing product information, so far, The Gioi Di Dong has developed into

a wide system of stores and became the number 1 seller in Vietnam By the end of 2017, TheGioi Di Dong continues to affirm its leading position with over 1.000 stores

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nationwide The stores are located in the area of 100-200m2 with modern retailingequipment of digital products including mobile phones, tablets, laptops and accessories,SIM cards, network services, etc.

- Retail chain dienmayxanh.com: In July 2016, Dien May Xanh has completed the

coverage in 63 provinces and cities nationwide, each supermarket has an area of 500-1.000

m2 mainly dealing in household appliances and electrical products such as: TV,refrigerator, washing machine, air conditioner, microwave oven, mobile phone, tablet,laptop, SIM cards, network services, etc In addition, the layout of the mini Dien MayXanh with an area of 300-400 m2 also help bringing Dien May Xanh closer to the customerand easier to accelerate during the expansion In 2017, the MWG team made a strong effort

to bring more than 380 new supermarkets to the system, bringing the total number of DienMay Xanh supermarkets nationwide to 640

- Retail chain bachhoaxanh.com: At the end of 2015, the first Bach Hoa Xanh store

is officially available in the market with the criteria Buy Quickly-Buy Cheap By the end of

2016, Bach Hoa Xanh has completed the testing phase to prepare for the expansion phase in

2017 By the end of 2017, Bach Hoa Xanh has more than 280 supermarkets in the district ofBinh Tan, Tan Phu, Hoc Mon, District 12, Ho Chi Minh City The store area is

from 200 m2 to 300 m2, mainly dealing in confectionery, canned food, beer, beverage, vegetable, fruit, etc

- Online sales channel vuivui.com: At the end of 2016, vuivui.com site was born and

committed to providing customers with a secure, reliable, convenient online shoppingexperience and competitive pricing with over 40.000 products

2.1.3 Management structure of the Company

2.1.3.1 General Assembly of Shareholders

According to the Enterprise Law and the Company's Charter, the General Assembly

of Shareholders includes all shareholders with voting rights, being the highest authority ofthe Company The General Assembly of Shareholders meets annually or unusually at leastonce a year The General Assembly of Shareholders decides the organizational structure,dissolution and bankruptcy of the Company, decides the medium and long-termdevelopment plans, decides the annual dividend amount to be paid by the Company,appointed or dismissing members of the Board of Directors, Supervisory Board and someother rights stipulated in the Charter of the Company

2.1.3.2 The Board of Directors

The Board of Directors is elected by the General Assembly of Shareholders, is the

agency that manages the company, has full authority on behalf of the company to decide toimplement the rights and obligations of the company not under the authority of the GeneralAssembly of Shareholders The Board of Directors reviews and proposes long-term andmedium-term development plans of the Company to submit to the General Assembly ofShareholders for decision and recommendation to the General Assembly of Shareholders

on the amount of dividends to be paid, decision on the time and method of payment ofdividends, decision on how to handle losses incurred during the operation of the Companyand other rights stipulated in the Charter of the Company

The Board of Directors currently has 08 members, including 01 Chairman andother members Each member of the Board of Directors has a maximum term of four yearsand can be reappointed by the General Assembly of Shareholders for consecutive terms

2.1.3.3 Supervisory Board

The Supervisory Board has 03 members and has a term of 4 years, and this termcan be extended (1) if this is necessary for the Supervisory Board to complete uncompletedobligations, or (2) until the appointment of new members in the Supervisory Board iseffective, whichever comes first

Chief Financial Officer: The Company has one Chief Financial Officer withappropriate qualifications and experience Chief financial officer is appointed by theGeneral Director The duties of the Chief Financial Officer include being responsible fordirecting and advising the Board of Directors in the optimal use of the company's capital,building and directing the implementation of the company's financial policies, taking,operating the financial control system, internal control of the company, establishing and

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maintaining the accounting system according to the provisions of the current law and otheraccounting standards, planning financial strategies of the business.

Technical Director: The Company has one Technical Director with appropriatequalifications and experience Technical Director is appointed by the General Director.The duties of the Technical Director include the responsibility of operating the entire ITsystem (hardware, software) of the Company, the orientation of IT development to servethe business and building the IT workforce to responds quickly to projects and businessplans

The management structure of the Company is shown in (Figure 7_Appendix 02)

2.1.4 Recent business activities of the Company

The thegioididong.com chain was established in March 2004, specializing in

retailing of digital mobile products including phone, tablet, laptop and accessories withmore than 1.000 stores in 63 provinces across the country With the experience of themobile phone market in the early 1990s, thoroughly studying the buying habits of

Vietnamese customers, thegioididong.com has developed an unprecedented business

model in Vietnam The Gioi Di Dong has built a special sales consulting style thanks to the

professional staff and the website www.thegioididong.com supported as a handbook on

mobile phones and a leading commercial channel in Vietnam

The dienmay.com chain was launched in late 2010, specializing in retailing

consumer electronics products such as television, speaker, refrigerator, washing machine,rice cooker, blender, electromagnetic stove, microwave oven, vacuum cleaner, and digitalproducts such as phone, tablet, laptop and other accessories On 5 April 2015, the

dienmay.com chain has officially changed its name to Dien May Xanh with 400

supermarkets in 63 provinces and cities, the dienmay.com website is also replaced by a new website dienmayxanh.com to help customers easier to recognize and communicate.

MWG has made efforts to build a dedicated team to take care of customers and

customer-centered websites: www.thegioididong.com and www.dienmayxanh.com The

efforts and achievements of The Gioi Di Dong have been recorded by the communitythrough the number of visit and shopping increased and being stable over the years TheGioi Di Dong is the number one mobile phone retailer in Vietnam with 950 supermarkets

in 63 provinces and cities, accounting for over 40% of the country‘s market share Onlinesales and home delivery nationwide were launched very soon in early 2007, the website

www.thegioididong.com is one of the leading e-commerce websites in Vietnam with the

traffic of more than 39,6 million people per month In addition, Dien May Xanh has

become the first and only electric appliance retailer in Vietnam covering 63 / 63 provincesand has risen to the No 1 in the market with TVs, refrigerators, washing machines inDecember 2017.

The Bach Hoa Xanh chain, after completing the first trial phase in Tan Phu district,Binh Tan district, Ho Chi Minh City with rather high revenue and positive feedback, arenow focus on increasing the abundance of fresh produce, increasing sales and profits ateach store In the year 2018, Bach Hoa Xanh focuses on opening stores on relatively largehigh-traffic roads instead of going deep into residential areas (Figure 8_Appendix 02)

The revenue of the whole company in 2016 is 44.613 billion dongs, after tax profit

of 1.578 billion dong, increasing 77% and 47% respectively from 2015 In 2017, theCompany‘s management still targets to grow 42% revenue and 40% profit over 2016.(Figure 9_Appendix 02)

Base on the basic indicators such as revenue and profit after tax included in theperiod from 2016 to 2017, the Mobile World Investment Corporation has experiencedrapid growth which seems to have no sign of stopping (Table 4 & 5_Appendix 01)

2.1.5 Achievements

Mobile World Investment Corporation is honored to be the only Vietnamesecompany in the Top 50 list of Asia‘s best-listed companies by Forbes magazine According

to statistics from Forbes, as of September 20, 2017, Mobile World Investment Corporation

is a retail company worth up to $ 1.5 billion (about 34,5 trillion dong), of which revenuehas reached the milestone of $ 2 billion (about 46 trillion dong)

Previously, Mobile World Investment Corporation was recognized as the largestretailer in Vietnam, ranking high on the list of TOP 500 retailers leading Asia-Pacific in

2017, announced by the Retail Asia Publishing and market research group EuromonitorIntenational At the same time, The Gioi Di Dong was ranked No 1 in the ―Top 50 mosteffective companies in Vietnam in 2017‖ by Nhip Cau Dau Tu Magazine and Thien VietStock Company The convergence point for retailers is based on three main criteria(financial capability, media reputation and trust online level of awareness and satisfaction

of customers with products / services of the company) (Figure 14_Appendix 02)

In addition, Dien May Xanh is also honored to be the leader in the ―Top 5consumer durability retailers most frequently mentioned by consumer‖ in the online survey

in September 2017.‖ (Figure 15_Appendix 02)

The websites www.thegioididong.com with 39,6 million visitors / month ranked second

among Top 10 Vietnam e-commerce websites in early 2018, along with 29