Báo cáo thực tập PHÂN TÍCH HÀNH TRÌNH KHÁCH HÀNG tại đại lý ADDO của CÔNG TY cổ phần CONANDO Đà Nẵng 2020

Báo cáo tốt nghiệp ngành Marketing chủ đề Phân tích hành trình khách hàng tại Addo của công ty Acency Conando Đà Nẵng bản tiếng Anh mới 2020Bài báo cáo thực tập tốt nghiệp đạt điểm cao tại Đại học Kinh Tế Đà Nẵng, mọi người có thể tải và tham khảo tài liệu chuyên ngành này. Nghiên cứu hành trình khách hàng tại Acency Conando Đà NẵngBACHELOR’S THESISTHE CUSTOMER JOURNEY ANALYSIS AT ADDO AGENCY OF CONANDO TECHNOLOGY AND COMMUNICATION JOINTSTOCK COMPANY

DA NANG UNIVERSITY UNIVERSITY OF ECONOMICS

Student : Le Thi Thu

Da Nang 2020

1

To complete this bachelor’s thesis, first of all, I would like to thank the teachers ofFaculty of Business Administration at Da Nang University of Economics Especially, Iwould like to express my thanks to Professor Nguyen Truong Son who enthusiasticallyhelped and accompanied me to complete the thesis during the last internship

I sincerely send thanks to the board of directors, the departments of the company,the brothers and sisters at Conando Technology and Communication joint-stockcompany has facilitated me to have the opportunity to be an internship, work, learningexperience and have helped me to complete the thesis in the best way In addition, Iwould like to thank all of you at the ADDO agency for creating the most friendlyworking environment so that I have the opportunity to work and improve my skills.Finally, I would like to thank the university for giving me the opportunity to work in apractical environment, to give me the opportunity to interact and apply the knowledgethat my teachers taught me when I was still sitting in a university

Because of my limited time and knowledge, this thesis report still has many errorsand wishes to receive valuable contributions from teachers I wish teachers alwaysgood health and success in teaching!

Da Nang, 2020 STUDENT

LE THI THU

ACKNOWLEDGEMENT I LIST OF SYMBOLS, ABBREVIATIONS IV LIST OF TABLES V LIST OF FIGURES VI

OVERVIEW 1

1 RESEARCH BACKGROUNDS AND MOTIVATIONS 1

2 RESEARCH OBJECTIVES 3

3 RESEARCH OBJECT AND SCOPE 4

4 RESEARCH METHODOLOGY 4

5 REPORT STRUCTURE 4

CHAPTER 1:LITERATURE REVIEW 5

1.1 The customer journey 5

1.2 The customer journey framework 6

1.2.1 The concept and role of the customer journey framework 6

1.2.2 Stage of customer journey framework 7

1.2.2.1.Need recognition 9

1.2.2.2.Information search 10

1.2.2.3.Evaluation of alternatives 12

1.2.2.4.Purchase decision 14

1.2.2.5.Post-purchase behavior 15

1.2.2.6.Channels and touch-points 16

1.3 Marketing activities of businesses follow customer journeys 19

CHAPTER 2:CUSTOMER JOURNEY ANALYSIS AT ADDO AGENCY OF CONANDO COMMUNICATION AND TECHNOLOGY COMPANY 26

2.1 Conando Company overview 26

2.1.1 Conando company information 26

2.1.2 Brief introduction about Conando company 26

2.1.3 Vision, mission and core value 27

2.1.4 Conando company history 27

2.1.5 The organizational structure of the Conando company 28

2.1.6 Business Results of the company in the past 3 years 30

2.1.7 Staffs of Conando company 31

2.2 Ađo agency overview 31

2.2.1 Ađo historỵ 31

2.2.2 Activities fields, markets, and customers 32

2.2.3 Organizational structurẹ 32

2.2.4 Business results of the Ađọ 33

2.3 Customer journey analysis at Ađo agencỵ 34

2.3.1 Need recognition 34

2.3.2 Information search 36

2.3.3 Evaluation of alternatives 40

2.3.4 Purchase decision 42

2.3.5 Post-purchase behavior 44

2.3.6 Ađós actual purchase process 47

2.3.7 Advantages and disadvantages in the customer journey at Ađọ 48

2.4 Ađós Marketing activities in the customer journeỵ 49

2.4.1 Need recognition 49

2.4.2 Information search 50

2.4.3 Evaluation of alternatives 54

2.4.4 Purchase decision 55

2.4.5 Post-purchase behavior 56

CHAPTER 3:SOLUTION 58

3.1 Need recognition (Stimulating customer needs) 58

3.2 Information search (Find customers, provide Ađo information for customers) 60

3.3 Evaluation of alternatives and purchase decision 63

3.4 Post-purchase behavior a (Ađo implements a strategy after a customer makes a purchase) 64

REFERENCES 66

LIST OF SYMBOLS, ABBREVIATIONS

IMC Integrated Marketing Communications

LIST OF TABLES

Table 2.1: Conando company information 26Table 2.2: Business results of the company in the past 3 years 30

LIST OF FIG

Figure 1.1: The division of the customer journey into stages by different scholars

(Source: Rahikainen, 2019) 8

Figure 1.2: The Theoretical framework of the study 9

Figure 1.3: Customer information synthesis diagram (Source: Philip Kotler & Kevin Laue Keller (1967) Marketing management book) 12

Figure 1.4: Channels and Touch-points 19

Figure 1.5: Model of IMC influence on the customer journey 21

YFigure 2.1: The organizational structure (Source: From the Human Resources department of the Conando company)… ……….28

Figure 2.2: Number of employees of Conando company in 2019 31

Figure 2.3: Addo Agency organization structure 32

Figure 2.4: The business activities of Addo agency in 2019 33

Figure 2.5: Customer journey framework (From synthetic sources) 34

Figure 2.6: Profile image of Mr Doan Thanh CEO of Conando company 36

Figure 2.7: Website Danangaz.com 37

Figure 2.8: Keywords " Dịch vụ hải quan Đà Nẵng " on Top Google search (Source: Google Search) 38

Figure 2.9: Customer information looking for information via zalo 40

Figure 2.10: Customers negotiate prices with Addo 41

Figure 2.12: Customers contact Addo via Zalo 43

Figure 2.13: Customers request to edit information on the Website 43

Figure 2.14: Customers want to get information about the position of the article on Google search (Source: Zalo system on of Addo Agency) 45

Figure 2.15: Addo notifies customers about contract expiration (Source: Zalo system on of Addo Agency) 46

Figure 2.16: Customers renew the Toplist service on Website 46

Figure 2.17: The interactive channel that Addo uses in the customer journey 47

Figure 2.18: The Addo customers-buying decision process 48

Figure 2.19: Website Danangaz.com (Source: Website system at Google search 52

Figure 2.20: Website ToplistDaNang 52

Figure 2.21: Website Ohay.vn (Source: Website system at Google search) 53

Figure 2.22: Website kinhnghiemdulich.com 53

Figure 2.23: The customers have decided to buy a product 55

Figure 2.24: Customers need to edit the content 56

YFigure 3.1:Number of people visiting Danang Website………59

Figure 3.2: Fanpage « Tôi yêu Đà Nẵng » (Source: Facebook) 61

Figure 3.3: Fanpage « Tin tức DaNangz » (Source: Facebook) 62 Figure 3.4: Fanpage “Yêu Đà Nẵng” 62 Figure 3.5: The lesson about selling skills with Mr Nguyen Bao Quoc 64

1 Research backgrounds and motivations

Today, according to Følstad & Kvale (2018) The customer journey has become anincreasingly important topic in service management and design Moreover, thecustomer journey plays an important role in helping the company grow sustainably It

is important to help ensure an optimal experience for customers, thereby creatingloyalty and a long-term relationship between customers and brands

The current, thanks to the development of the information network, so customershave more choices and power Many companies may give customers the right toregister, try, or choose to buy some product features With the increasing number ofcommunication channels and the increasing number of consumers, understanding thenext action for each customer journey at a specific time seems difficult It can bedifficult to track every interaction across all channels and predict the next step toincrease customer satisfaction, improve conversion rates, and increase sales or speedand time to handle Therefore, measuring experience is often complicated bysubjective factors Lemon & Verhoef (2016) believe that over time, customerexperience has become more familiar as customers can interact with companiesthrough multiple contact points across multiple channels Many studies show that there

is a need to strengthen theory, understanding, and knowledge in this importantmarketing area

Especially, according to Følstad & Kvale (2018) within the service field, theprocessual and experiential aspects of services are very important For Verhoef,Lemon, Parasuraman, Roggeveen, Tsiros, & Schlesinger, (2009) a customer journeymeans that customers are reactive, aware and associates for a company and it is animportant competitive advantage in a range of service areas The notion that thecustomer journey are formed in (as well as before and after) interactions betweencustomers and service providers, therefore generated numerous customer journeystudies (Carreira et al., 2013; Verhoef et al., 2009) So how does the customer journeydevelop throughout the service process? (Baron & Harris, 2010; Johnston & Kong,2011; Walter et al., 2010)

For having several methods such as detailed planning and service design have beenproposed to manage the customer service process and experience (Verhoef et al.,

2009) However, how to improve and manage customer experience across channelsand interact with customers is a matter of concern According to Lemon & Verhoef(2016), companies should understand both their views and customers about the buyingjourney by identifying key issues, touchpoints, and specific events that causecustomers to continue or stop the journey In today's business, it is a good customerjourney that leads brands to succeed, not only in quality but also in the value of theproducts or services that the company brings to its customers (Edelman, David, andMarc Singer, 2015) Successful companies in delivering great customer journeys tend

to win the market (Rawson, Duncan & Jones, 2013)

In addition, according to Norton & Pine (2013) the customer journey, in essence,means the sequence of events (whether designed or not) that the customer undergoes

to learn, buy and interact with products and services of the company Many companiesrealize that if they want to be customer-centric, they need to understand and define thesequence of events that their customers may meet However, it would becounterproductive to approach the customer journey as if it were a marketing issue.The customer journey must be the final result of implementing the strategic plan.Journey by a chain of events where the company provides value to customers, seekingprofit for the company and the difference from the competition Properlyimplementing and managing customer journey, so the company can improve better thecurrent services, can help the company innovate, allocate resources and switch fromthe old business model to the new business model based on new jobs that customerswant the company to do Customer journey management helps solve complexproblems in business strategies such as how to create a customer-focused vision in thefuture and implement a strategy that will bring benefits to the company The strategy isabout how the company can create the best economical value for customers, so everystrategy needs to consider the fundamental change occurring in the economy meansthat in many industries commodities and services quickly become essential goods Insuch industries, success ultimately depends on the experience that companies createfor their customers, even if their main business activity is still goods or services

The customer journey describes the important stages from the beginning to the end

of the experience (Rawson, Duncan & Jones, 2013) The relationship between thecustomer journey and company strategy provides a coherent structure for the businessmodel By understanding the milestones and designing the delivery channels on thosemilestones, companies can better understand the management of what customers need,value proposition, resource allocation, channel, revenue allocation, and cost structure

In today's experience economy, value is measured by whether or not customers want tospend time engaging in a transaction and do it multiple times When a companyfocuses on the customer journey, design an experience for the customer Or a company

is offering a series of events, in which there will be what customers want to do andwhat the company wants customers to do Creating a balance between customers andthe company is the essence of the experience

According to Temkin (2010) in the past few years, about 90% of executives havetold us that customer journeys are very important to their business operations It is notsurprising that most organizations will fail if they do not treat their customers well.Although the importance of customer experience is well understood, sometimes it doesnot translate into great experiences Moreover, customer journey analysis helpsmarketers understand the behavior and emotions of potential customers before theymake a purchase decision Thereby, it is possible to choose the appropriate impactmethod, accelerate the purchasing process, and create a deep impression on the brandand product Understanding the customer journey on each customer, marketers canvisualize the problems and factors affecting the purchase behavior, so they may havereasonable marketing solutions to attract potential customers and satisfy thecustomer’s needs

According to Hạnh, T T H (2009), understanding the customer journey willprovide the basis for marketing strategies, such as product positioning, marketsegmentation, new product development, new market applications, global marketing,and marketing mix decisions These key marketing activities will be more effectivewhen based on customer journey understanding Moreover, marketers need to researchcarefully on the customer journey to meet the needs, interests, habits of customers tobuild appropriate marketing strategies, thereby promoting customers to buy productsand services

So in the current, what is the customer journey at Addo agency of Conandocompany like? How are customers’ expectations and need in each stage of Addo’scustomer journey and how do Addo Agency meet those customers’ expectations andneed?

In the current, having little research on customer journeys for technology andcommunications companies Therefore, I chose the topic " The customer journey

analysis at Addo agency of Conando Technology and Communication joint-stockcompany "

2 Research objectives

- Synthesis of Customer Journey theory

- Determine customers' expectations and need in each stage of the customerjourney

- Identify and analyze the activities the company has carried out to meetcustomers' expectations and need

- Proposing some solutions to better satisfy customers' needs step by step from thecustomer journey

3 Research object and scope

- The object of this research is the customer journey at Addo agency of ConandoCompany

- Space scope: Addo Agency of Conand company

- Time range: The research is implemented from December 2019 to May 2020

4 Research methodology

Qualitative research:

- Synthesis of Customer Journey theory

- Identify customer journey framework used for research

- Perform by observation and interview method to identify the activities of the Addo division carried out in the customer journey

5 Report structure

Overview

Chapter 1: Literature review of Customer Journey

Chapter 2: Customer journey analysis at Addo agency of Conando Technology and

Communication joint-stock company

Chapter 3: Solutions to satisfy customers' needs step by step from the customer

journey

CHAPTER 1: LITERATURE REVIEW 1.1 The customer journey

Since the 1990s the customer journey concepts have been widely used According

to Følstad & Kvale (2018), the customer journey is considered the process by whichthe customer goes through to achieve a special goal involving one or more serviceproviders The customer journey is often detailed as touchpoints or interaction betweenthe customer and the service provider (Clatworthy, 2011; Stickdorn & Zehrer, 2009).According to Nenonen, Rasila, Junnonen, & Kärnä (2008), the customer journey is thecycle of the relationship, the purchase interaction between the customer and theorganization A customer journey means the transition from a non-customer to acustomer of a company The importance of the customer journey perspective increaseswhen the complexity of service delivery increases, for example when services involvemultiple touchpoints that different organizational units are responsible for (Wechsler,2012) According to Norton & Pine (2013), the customer journey is considered as astrategic document describing how the company plans to create important stages tomaximize user data and help the company grow

The customer journey is interpreted in various ways in the document, such as an

"engaging story" about user interaction with a service or as an illustration of how thecustomer "feel and experience of service along the timeline "(Stickdorn & Schneider,2011) The customer journey is also described as a series of interconnected touch-points (Koivisto & Revonsuo, 2009) In addition, the customer journey is defined ascustomer interaction with one or more service providers to achieve specific goals It isoften used as a visual view of the customer's view of the service process A customerjourney is modeled as a series of consecutive touch-points By the time it can be short(hours) or long (weeks), depending on the service being implemented Moreover, thecustomer journey is a visual depiction of the customer journey and experience of using

a product or service (Marquez & Downey, 2015; Stickdorn & Schneider, 2011) Anoverview of the mission from the customer journey from start to finish to be able tounderstand each stage, step by step, the touchpoints with customers so that thecompany can provide products or services to customers

The customer journey is also known as the customer decision journey or consumerpurchase journey According to Lemon & Verhoef (2016), the customer journey is aprocess where customers go through all stages and touch-points, creating the customer

experience Edelman (2010) said that the decision journey of a customer describeshow people move from reviewing a product or service to buying it and engaging withthe brand In each stage, customers experience touch-points that are only under thecontrol of companies (Lemon & Verhoef, 2016).

In short, from the concepts of different researchers, the customer journey isconsidered the process customers experience when buying products or services of thecompany It is a series of customer interactions with the company that creates apurchasing experience for customers

1.2 The customer journey framework

1.2.1 The concept and role of the customer journey framework

According to Richardson (2010), the customer journey framework is simplyunderstood as a diagram that illustrates the steps customers go through when engagingwith the organization whether it's a product, online experience, retail experience,service, or any combination Moreover, the customer journey framework alsounderstands the full and detailed process of the experiences that customers have with abusiness The customer journey framework is used to understand customer behaviorand ultimately serve them better This new method is used in many fields for adifferent purpose According to Bernard & Andritsos (2017), the customer journey is atechnique that allows professionals to better understand customer experience whenthey interact with service-related steps These interactions called touchpoints.Therefore, being able to use the customer journey framework is becoming increasinglyimportant for companies and it is widely used for sales According to Rosenbaum,Otalora & Ramírez (2017), the concept of customer journey framework is relativelysimple and it is a visual description of the series of events that customers can contactwith the organization providing the product or service during the entire purchaseprocess The customer journey diagram lists all possible organizational touchpointsthat the customer may encounter during the exchange service By understandingcustomer touch-points, senior management can work with cross-functional teammembers to use strategies that drive innovation for products and services The goal ofthese strategies is to enhance the interactions of product vendors, customer service byimproving the customer experience related to each touchpoint

The customer journey framework is used to comprehensively simulate the buyingprocess of customers based on their behaviors and emotions According to Nenonen,

Rasila, Junnonen & Kärnä (2008) the customer journey framework is a systematicapproach designed to help organizations understand potential and current customers.How customers use different channels and touchpoints, how they perceive theorganization at each touchpoint, and how they experience their organization's products

or services This knowledge can be used to design an optimal experience that meetsthe expectations of large customer groups, gain a competitive advantage, and supportthe achievement of desired customer experience goals Specifically, in the framework,businesses acquire the entire experience of each customer from the beginning ofcontact with the business until making them loyal customers

According to Marquez, Downey& Clement (2015), the customer journeyframework is a tool to help service providers understand the requirements of the steps

to complete a task The customer journey map provides value for each customer step.The organization uses the customer journey framework to highlight the difficulties thatconsumers face so that the organization can reduce customer frustration or confusion

In addition, the role of the customer journey framework helps the organization tounderstand the real experience from the perspective of consumers Based on thecomplexity of the customer journey, the framework can highlight opportunities, painpoints, and calls to action The framework can help an organization have a visual view

of the customer who uses the service and provide an opportunity to understand thecustomer experience

1.2.2 Stage of customer journey framework

Over the years, researchers have divided the customer journey into different stages,usually from 3 to 5 stages According to Engel, Blackwell & Kollat, (1968), thecustomer journey is divided into 5 stages: need recognition, information search,evaluation of alternatives, purchase decision, post-purchase behavior Another study of(Frambach, Roest & Krishnan, 2007; Lemon & Verhoef, 2016) the customer journey

is divided into 3 stages: pre-purchase, purchase, and post-purchase Wolny &Charoensuksai (2014) presented five stages as they divided the pre-purchase stage intoorientation, information search, and evaluation (Figure 1.1)

Figure 1.1: The division of the customer journey into stages by different

scholars (Source: Rahikainen, 2019))

In this thesis, the five-stage model of the customer journey is used as a base for thestudy (Figure 1.2) The division into different stages is useful, so customers may seekdifferent benefits and prefer different channels before, during, and after purchase(Wolny & Charoensuksai, 2014) All customers do not go through all of these stagesevery time they want to purchase products or services However, it is good that thecompany understands what to do in each stage to provide products or services tocustomers In this study, the customer journey framework consists of five stages toanalyze and understand the actions that the company carries out to meet customerexpectations and needs Therefore, analyzing this customer journey framework isbased on the aspect of the company that provides the product or service, not on thecustomer side

The customer journey

Figure 1.2: The Theoretical framework of the study

(Source: Rahikainen, 2019)

Need recognition is the first stage of the decision journey The customer journeybegins when the buyer is aware of a problem or they discover that they need after theirinterest is captured (Clark, 2013) by internal or external stimulation This stage wherecustomers are aware of the needs and need to find solutions to satisfy that demand.According to Bruner & Pomazal (1988) divided the problem recognition into twoscenarios: “Selective problem recognition” refers to the situation where only a specificbrand will meet the need Besides, “Generic problem recognition” means that acustomer perceives a need that can be satisfied with a variety of products

In this stage, customers might be consciously, or unconsciously scanning marketinformation or reflecting on their own experience (Wolny & Charoensuksai, 2014).Information about products or services that customers can know through advertising,trends, information from friends, or social media According to Bruner & Pomazal,(1988), sometimes customers are aware of their needs when a product or service hasrun out and it satisfies the needs of customers in the past Besides, the customer wants

new things Although they are satisfied with the current plan, they expect a newsolution so it can lead to a change in brand.

According to (Philip Kotler & Kevin Laue Keller (1967) Marketing ManagementBook) marketers need to identify situations that cause a specific need by collectinginformation from a consumer They can then develop strategies that attract the interest

of consumers Bruner &Pomazal (1988) believe that the first purchasing decision canlead to a new need For example, when buying a product, the customer can berewarded with or discounted for another product from which the customer can arise ordiscover a new issue Moreover, many authors also claim that the initial experienceinfluences the customer's future decision because they may feel satisfied ordissatisfied

To sum up, during this period customers can be aware of their needs or bestimulated by external factors such as advertising, information from friends, socialmedia networks

In this stage, the consumer familiarizes with the offering call this “search effort”(Frambach, Roest & Krishnan, 2007) According to Clark (2013), in this stage,consumers understand better the mechanisms for learning about products or services.The consumer has now developed an intention and is trying to get more informationusing different channels (Wolny & Charoensuksai, 2014)

According to (Philip Kotler & Kevin Laue Keller (1967) Marketing ManagementBook) buyers try to identify the most suitable provider of products or services throughcatalogs, commercial contact numbers, commercial advertisements, trade shows, andthe Internet Moreover, the surprise is that customers often search for a limited amount

of information Surveys show that in the long run, half of the customers only look forinformation at one supplier, and only 30% of customers look for information from two

or more brands for the same product or service There are two levels of search:moderate search status is called heightened attention At this level, customers are onlymore aware of information about a product Customer’s attention is enhanced, theybecome familiar with the various products and services that can fit their needs and payattention to advertisements or conversations about the topic they are interested in Inthe next level, a person may be in a state of active information research, the client is

more actively engaged in conversations and finds more and more information Theycan search for information through search books, call friends, surf the web, and visitshops or call vendors to learn about products or services According to (Schmidt &Spreng, 1996) believes that customer’s abilities and motivation affect the search forinformation and that they are different among buying situations Moreover, if thepurchase is repeated or if it is an essential product or service, the need for informationwill be much smaller.

The information can be gathered both from external (for example discussions orsales promotions) or internal sources (memory) (Butler & Peppard, 1998) An externalsearch is needed when a consumer has not previously acquired the requiredinformation or cannot recall it from the memory (Schmidt & Spreng 1996) Clark(2013) argues that in this stage, consumers begin to listen to others’ opinions andprevious experiences The main sources of information that customers use: Individuals(Family, friends, neighbors, acquaintances), advertising (advertisements, websites,salespeople, agents, packaging) presentation), public (mass media, consumer ratingorganizations), experience (hold, test, use of the product) The impact of these sourcesvaries according to the buyer's portfolio of products, services, and characteristics Ingeneral, although customers receive the most information from advertising sourcescontrolled by the seller, the most effective information usually comes from personalsources, experience sources, or sources Each source information has differentfunctions that influence purchasing decisions Advertising sources have informationalfunctions, while individual sources perform legalization or evaluation functions Bygathering information, customers learn about competing brands and their uniquecharacteristics and then aggregate existing brands according to the existing scheme.Customers will learn about the subset of brands, the awareness set of several brandsand the considered set will meet the purchase list When customers collect a lot ofinformation, of which only a few information, the choice set is still competitive,customers make the final choice from this number

According to (Philip Kotler & Kevin Laue Keller (1967) Marketing managementbook) during this period, marketers need to determine the rank of the attributes thatinfluence consumer decision making to understand different sources of competition.This level of determination is called the market partitioning (Figure 1.3) For example,

a few years ago, most car buyers decided to choose the manufacturer and then decided

to sort the vehicle (the brand dominated-brand-dominant hierarchy) In this set, a buyermay prefer General Motor than the Chevrolet car Nowadays, many buyers decide

which countries produce cars they wish to purchase in advance (the dominant nationalrank – nation-dominant hierarchy) Buyers can decide to buy the German car first, thenthe Audi, and then the Audi model A4 Buyers choosing the first price are those whoare dominated by dominant prices The people who decide on the first type of vehicle

to be the dominant vehicle Those who choose the first brand are dominated by thebrand Consumers are dominated by the category/price/brand that makes up onesegment One buys quality/service/category into another Each segment may havedifferent demographics, psychology, media, different reviews, and options

A company must strategize to incorporate company information into potentialcustomers' perceptions, reviews, and choices The company must also identify otherbrands in the consumer choice set so that it can plan an appropriate competitivemethod Moreover, marketers should identify consumers' sources of information andevaluate their relative importance An interview about the initial informationcustomers hear about the brand and the relative importance between different sourceswill help the company prepare effective communication for thetarget market

Figure 1.3: Customer information synthesis diagram (Source: Philip Kotler &

Kevin Laue Keller (1967) Marketing management book)

To sum up, after being aware of a problem or need, customers can make an effort tofind information from external or internal sources They can search for informationthrough media networks, friends, ads The search for information can be dominated

by preferences such as price, country, brand, feature of a good product or service

1.2.2.3 Evaluation of alternatives

According to Teo & Yeong (2003), customers seek information to create a set ofpreferred alternatives During this period, customers begin to systematically considerthese alternatives (Clark, 2013) In line with the previous stage call this “evaluationeffort” Butler & Peppard (1998) list experience, consumer groups, researchorganizations, marketing communications, and word of mouth as traditional sources ofinformation for this period In addition, the author explains that the Internet allows the

Considerset

Recognizeset

Choice set DecisionGeneral

use of more clearly defined evaluation criteria The information search will continueand customers will find relevant information such as price, availability, physicalattributes, quality, purchase channels, and brands (Wolny & Charoensuksai, 2014).Customers can search for input from colleagues, from different reviews, competitors They download demos, watch videos, try the products, listen based on differentconversations around the brand (Clark 2013) Teo & Yeong (2003) reveal thatconsumers use both information stored in memory and information obtained fromexternal sources to develop these criteria to help them compare alternatives Comegys,Hannula & Väisänen, (2006) show that the consumers can set acceptable minimumstandards for products or services to be included in their consideration In a B2Bcontext, the purchasing process can be strictly specified and suppliers are chosen based

on evaluation criteria created specifically for each product or service to be bought(Lindberg & Nordin, 2008) According to McGaughey & Mason (1998), there aredifferent rules in the evaluation of alternative products or services: With compensatoryrules, consumers decide on the importance of a set of attributes and then evaluate eachproduct or service selection with these attributes to determine the product, the highestvalue service The dictionary rule defines which attributes are most important to thecustomer, and the highest product ratings among them are the winner of the selection.Finally, a combination rule can be used to remove products with poor proportions onselected attributes

According to (Philip Kotler & Kevin Laue Keller (1967) Marketing managementbook), how do customers handle competitive brand information and perform finalvalue assessment? There is no single process used by all consumers or one consumerfor all purchase situations Consumers pay the most attention to the attributes thatdistribute after-sales benefits We may segment a product or service according to theimportance of attributes and benefits to different consumer groups Throughexperience and learning, people shape beliefs and attitudes which in turn affect buyingbehavior A belief is a thought that describes something of a person Equally importantare attitudes that review customers’ favorite and dislike, feelings, and long-term trends

in action for a few objects or ideas of a person Therefore, to develop compelling valueproposals, marketers need to understand how buyers make their reviews to come upwith a value for customer purchases Customers can negotiate with your preferredsupplier for better pricing and terms before making a final selection Although the nextsteps are to find strategic sourcing, find partners, and participate in multi-functionalgroups, buyers have to spend time bargaining with suppliers The number of buyersfocusing on prices may differ by country, depending on customer preference for

different products and services Marketing professionals may reject the requirementsfor providing low prices in many ways They can give evidence that the lifecycle costs

of using the product are lower than competitors’ products The provider of the product

or service can cite the value of the service that the current buyer receives, especially iftheir product or service is better than the competitor Court (2009) emphasizes thatclients can actively seek information and evaluate their choices Some companies may

be able to resolve the buyers' price focus status by giving a low price but establishing alimited condition: (1) limited quantities, (2) non-refundable, (3) Non-adjustment, (4)

No service However Comegys, Hannula,& Väisänen, (2006) have concluded that theconsumer has a limited processing time so that at some point the evaluation must bestopped and the consumer must move on to the actual decision-making phase.Edelman (2010) advocates the view that the Internet has changed the competition ofbrands and consumers are using more and more channels that are not in the control ofthe company or even knowledge Gupta et al (2004) argue that with physical products,consumers may be difficult to evaluate some attributes, such as style or color, online,characteristics Therefore, they claim that in some cases, online channels can delaypart of the evaluation process

In summary, customers search for information to form a selection set Customerswill process competitive brand information and conduct reviews to select brands ofproducts and services that suit their needs

According to Lemon & Verhoef (2016), the purchase stage includes all customerinteractions with the service and products of the company in the actual buying event.During this period, (Frambach et al., 2007; Wolny & Charoensuksai, 2014) thedecision relating to the final purchase was made Revella (2011) argued thatpurchasing decisions were driven by emotional factors and were subsequentlydemonstrated by reasonable factors in terms of products and prices In the B2Bcontext, the company may consider different things with more value depending on thenecessary product or service (Lindberg & Nordin, 2008) Comegys, Hannula, &Väisänen, 2006) believe that consumers may have ranked brands in their selectionsbased on information collected during the evaluation stage, but this information is notguaranteed to be decisive For example, the opinions of others or unexpectedsituations, such as the sudden urge to some other purchases, may affect the finaldecision

According to Butler & Peppard (1998), this stage consists of decisions about whereand how the question is: where conclusions are made about the seller and concernsabout the nature of transactions and contracts There are three specific actions for thisperiod: selection, order, and payment (Lemon & Verhoef, 2016) According toMcGaughey and Mason (1998) designate this list with decisions about purchasequantity, payment methods, and time of purchase (Gupta, Bo-Chiuan, & Walter,2004) assume that the customer puts a different value into fast delivery and it canaffect customer satisfaction Moreover, all core interactions, including employees,customers, and technology can also influence satisfaction (Voorhees et al., 2017)

According to (Philip Kotler & Kevin Laue Keller (1967) Marketing managementbook), during the evaluation stage, consumers formulate preferences among brands in

a set of options and may form the intention of buying the most preferred brand Whilemaking a purchase intent, consumers can make five types of sub-decisions: brand,agent, quantity, time, and payment method But when consumers have formed brandreviews, there are still two common factors that can interfere with the intention and thedecision to make a purchase The first factor is the attitude of others The influence ofthe individual depends on two things: (1) The intensity of the negative attitude ofothers with respect to our preference and (2) The motivation that we perform in thedesire of others As the negative intensity of others is higher and the more the person isclose to the client, the customer will adjust the purchase attitude The oppositesituation is also true The level of cognitive risk varies with the amount of money lost,the level of instability of the property, and the user's confidence level Consumersdevelop habits to minimize instability and negative risk chains, such as avoidingdecision-making, gathering information from friends, and developing priorities fornational brand names and warranties Marketing professionals must understand thefactors that cause the psychological risk of consumers and provide support information

to mitigate them

In summary, during this period, customers decide to make a purchase The buyingdecision is driven by emotional factors and then it is justified by psychological factorsabout the product and price Moreover, customers may be influenced by the opinions

of others or unexpected situations that affect purchasing decisions

1.2.2.5 Post-purchase behavior

According to Lemon & Verhoef (2016), the post-purchase stage covers all aspects

of the after purchase customer experience related to the brand, product, or service.This stage includes the use and consumption of the purchased product, or service, thepost-purchase commitment, and service request Moreover, reviews, customerfeedback, and recommendations are included in this stage According to Lindberg &Nordin (2008), the soft skills of suppliers, such as creativity, flexibility, cooperation,and communication skills, are especially important in this period Court (2009) hassaid that during this period “the task of the marketer has just begun” because whathappens after the buying will form the customer's opinion about every purchasedecision in the product portfolio in the future According to Frambach, Roest, &Krishnan (2007) mention that customers decide whether to continue using and make arepurchase Teo & Yeong (2003) explain that the after purchase review is to help makefuture decisions A great experience can lead customers to the same brand when there

is a similar need and bad experience will lead to disappointment after purchasing Thisresult is in line with Lindberg and Nordin (2008), who show that post-purchasereviews and customer tracking are important to suppliers

Gilly & Gelb (1982) view post-purchase behavior is a method for consumers tocompare their expectations against reality So that customers can experiencesatisfaction or dissatisfaction and how to act when affected by satisfaction ordissatisfaction If the resulting status is unhappy, the client may decide to complainand feel frustrated The company response and resolution to these complaints also lead

to satisfaction or dissatisfaction because the customer can hope on what they think can

be achieved after they complain This will affect the ability of customers to return touse the company's products or services (Gilly & Gelb, 1982) However, whencustomers are satisfied with a product or service, it is not the single cause of customerdecision repurchase (Geva & Goldman, 1991) Satisfaction must reflect past customerbuying behavior and intention to buy back when the customer has experienced aboutproduct or service Therefore, in some cases, they are suitable for different functionsand cannot be considered as a causal relationship Vivek, Beatty, & Morgan (2012)mention that customer involvement can occur in every stage of the customer journeyfrom the need to recognize the after purchase The discussion of this issue during thisperiod is quite natural and the author has listed that the customer's involvement canlead to successful marketing results, such as loyalty, value, beliefs Participatingcustomers are more likely to introduce products or services to others, reference, giving

feedback, and delivering corporate messages on social media (Sashi, 2012; Kumar &Pansari, 2016).

According to (Philip Kotler & Kevin Laue Keller (1967) Marketing managementbook) after purchase, consumers can experience disagreement from the identification

of disturbing characteristics of hearing bad things about other products and will doubtthe information that has supported its purchase decision Marketing communicationsshould bring trust and assessments to reinforce consumer decisions, and help them feelgood about the brand Therefore, the marketing expert's task is still not over when thecustomer has made a purchase Marketing professionals must monitor satisfaction afterproviding products or services, actions after purchase, use, and disposal after purchase.Satisfaction level after purchase: Satisfaction level is a function of the equivalent level

of expectation and perceived effectiveness of the product If efficiency does not meetexpectations, consumers will be disappointed If it meets expectations, consumers will

be satisfied If it exceeds expectations, consumers will be happy These emotions make

a difference in whether customers buy the product or not and will say good or badabout the product to others The bigger the gap between expectations and efficiency,the bigger the frustration Here, consumer response is a factor to focus on Someconsumers pay a lot of attention to the disparity when buying an imperfect product andextremely disappointing, others don't put the problem too much and are less frustrated

In summary, after purchase consumers may be satisfied and dissatisfied with theproduct or service purchased If customers feel dissatisfied, they can complain to thecompany or feel disappointed

Channels: Channels are the ways customers choose to interact with touchpoints

such as customers using social media to communicate with organizations (Marquez,Downey & Clement, (2015) Channels operate differently in different stages of thebuying process: they differ in benefits and costs, customers have interests andmotivation (Lemon & Verhoef 2016; Frambach, Roest, & Krishnan, (2007) Onaverage, a B2B customer uses six different interactive channels in their decisionjourney lists six key determinants for channel selection: marketing efforts, channelattributes, channel integration, social impact, situation variables, and individualdifferences (Lindberg & Nordin, 2008) Neslin, Grewal, Leghorn, & Shankar (2006)give examples of channel attributes such as easy to use, price, search convenience,

service, risk, privacy, enjoyment, security, information quality, and aesthetics Withchannel integration, they mention that it's easy to move from channel to channel.Nicholson, Clarke, & Blakemore (2002) reveal that situational factors can be divideinto physical environments (e.g weather), social environments (shopping withfriends), temporary issues (urgent of a purchase), a task definition (a product category)and a prerequisite (mood) mode.

Touch-points: Touch-points are usually described horizontally on the customer

journey framework along the process timeline According to Andrews& Eade (2013),Touch-points is the interaction between the customer and the products or services such

as searching for the product, the arrangement of possible points in a cycle A customermay repeat several times on the same touch-point In addition, the arrangement is non-linear, most customers will not go through all existing contact points Customers maymiss a point of contact, or they may unexpectedly leave the journey

According to Lemon & Verhoef (2016), identifies four types of customerexperience touch-points that are brand-owned, partner-owned, customer-owned, andsocial/external Customers can interact with each of these types of touch-points duringeach experience period Depending on the nature of the product, service, or individualcustomer journey, the strength or importance of each type of touch-point may varyfrom time to time

Brand-owned touch-points: These touch-points are customer interactions during the

experience designed, managed and under the control of the company including allbrand-owned media (e.g advertising, web site, programs) and any elements controlled

by the brand of the marketing program (e.g product attributes, packaging, service,price, convenience, salesforce) The impact of awareness of product and serviceattributes on satisfaction has received significant attention In addition, advertising andpromotions also affect the attitude and interests of customers The impact of moredirect brand touch-points, such as loyalty programs and direct deals, has receivedsignificant attention in CRM documents The impact of these programs on customerattitudes (for example Dorotic, Bijmolt & Verhoef 2012; Venkatesan & Kumar 2004;Verhoef 2003) Search engine advertising has also been extensively researched.Researchers are primarily concerned with the sales effect and aim to optimize the use

of search terms (e.g Skiera & Nabout 2013)

Partner-owned touch-points: These touch-points are customer interactions during

an experience designed jointly, managed, or controlled by the company and one ormore of their partners Partner-owned contact points are not entirely under the control

of the company, they are designed and managed jointly with a partner, such as amarketing agency or distribution partner Partners may include marketing companies,multi-channel distribution partners, multi-level loyalty program partners, and mediachannel partners

Customer-owned touch-points: These touch-points are customer action and are part

of the customer experience So the company, its partners are not involved or in control.This may also be called a search facility that includes customer-generated channelsand communities (Edelman 2010) For example, when a customer is thinking ofbuying a product or service During the purchase process, the customer's choice ofpayment method is a touch-point owned by the customer The customer-owned touch-point is the most important and common part after purchase when consumption andpersonal use occupy the central position One might argue that this type of contactpoint is the classic role the customer plays in purchasing process models However,this role has been expanded because customers may be valuable people, independent,

or joining the company

Social/external touch-point: These touch-points refer to the important role of others

to the customer, all aspects surrounding the customer, such as other customers, peers,and environmental influencers Throughout the customer experience processsurrounded by external contacts The social environment may also affect customerexperience such as review sites, social media Sometimes such sources areindependent, sometimes they are closely linked together

According to research by Rahikainen (2019), Adapted from Clark 2013; Kannan &

Li 2017; Rosenbaum et al 2017; Stein & Ramaseshan 2016; Voorhees et al 2017,offer customers online and offline channels and touchpoints (Figure 1.4) Depending

on the customer, channels and touch-points are used for each stage of the customerjourney framework The following channels and touchpoints online, offline are shown

as follows:

Figure 1.4: Channels and Touch-points.

(Source: Rahikainen, 2019)

1.3 Marketing activities of businesses follow customer journeys

According to Rahikainen (2019) in today's modern consumer society, companiesand organizations should understand why, when customers decide to spend Thecompany should obtain detailed information about customers' consumer behavior toselect the appropriate access channel to operate effectively This means when thesecompanies have the expertise and knowledge to enable them to do business in themarket to apply the most effective marketing communications tools Marketingcommunications show a personal link between consumers and products or services.The company should use the tools and components of marketing communicationswisely and effectively, which can affect customer behavior and branding so thatcustomers trust

Furthermore, According to Clow, Baack, Villarreal, de Los Ángeles Ramos, &Eychenbaum (2010) in a global market characterized by high dynamism andcompetition, organizations try to find the most effective way to let customers

map

Touch-points

Search ad, display ad,online reviews,recommedations, , socialmedia interactions,eWOM

understand the benefits that can be obtained when consuming or using a product orservice Therefore, Communication marketing has become a fundamental aspect ofmarketing, business vision, and essential element in successful marketingcommunication Its importance has increased significantly in recent decades, as forthat marketing and communication are inseparable, all business organizations usedifferent forms of marketing communications to make their proposals and meetfinancial or non-profit goals It can be concluded that marketing communications havevery complex content, both in scope and pursuit objectives and tools for action.Considering that the main purpose of marketing communications is to build andstrengthen the brand while competitors in the main market have become brands Manyexperts' opinions converge the idea that in the contemporary era, marketingcommunications will be the only way to create and maintain a competitive advantage.

Nowadays, the use of an integrated communication strategy refers to the way thecommunication found in all four components of the Marketing Mix in the stages in thecustomer journey framework is important Ingredients in Marketing Mix includeproduct, price, place, and promotion

Product: A product is anything that can be offered to the market to attract attention,

repurchase, or consume, including physical objects, services, desires Products can beclassified into two categories that are tangible products that can be touched Incontrast, intangible products cannot be observed and can be measured by delivery,credit, and warranty (Kotler, Bowen, Makens, & Baloglu, 2017)

Price: According to Jobber (2007), price refers to the amount paid for a product or

service The price of a product or service is what the company receives in return for allefforts made Therefore, the fastest and most effective way for a company to realize itsmaximum profit is by getting the right price (Ferguson, Ellen, & Bearden, 2014) Thepricing objectives should be derived from the overall marketing objectives, whichshould come from the company's goals The most common pricing objectives includeachieving return on investment and target market share, price stability and profit rate,and response or stop competition Besides, the success or failure of a business canaffect how the price decisions integrate with the cost marketing strategy of thebusiness, business conditions, demand, product variables, channel distribution, andgeneral resources

Place: According to HB Neil (1984), the place is defined as a distribution channel

or an intermediary In short, it is the mechanism of goods and services that facilitatesthe flow of goods and services from manufacturers and service providers to end-users

The concept of distribution is to provide the right goods and services in the rightquantities and in the right places when customers need them.

Promotion: According to WJ Stanton at el (2007), promotion is a factor in the

marketing mix to inform, persuade and remind the market or organization of a product,hope to affect emotions, trust, or people's behavior The promotion aims to convey amessage to customers about a product or service being offered by a company

We can not determine in the stage of the customer journey, the strategy MarketingMix is implemented In this study, I only mention the influence of the marketingstrategy mix on the decision of the consumer purchase According to Ho, T T (2016)introduced the influence of marketing strategy on consumer behavior And howMarketing Mix is used in the journey of customers purchasing decisions (Figure 1.6)

e 1.5: Model of IMC influence on the customer journey

(Source: Mihart, 2012)

Block A: According to Mihart (2012), to identify the impact of integrated marketing

on the market, market segmentation must be implemented For example, a productdesigned to meet the needs of the consumer segment must be clearly defined, it ismarketed at a certain price through appropriate distribution channels and transmission.Marketing communications are structured in a specific way that suitable for thecharacteristics of the target segment Tools to support and organize integratedmarketing communications activities are integrated communication strategies andintegrated communication plans The integrated communication strategy is reflected in

market positioning based on the goals that the company targets and on thecommunication axis Integrated communication plans focus on selecting specificcomponents, taking into account their effective correlation in terms of costoptimization.

Block B: Consumer behavior consists of five components through which expertsdetermine this process The five basic processes of this block are perception,information/learning, attitudes, motivation, and actual behavior These are taken intoaccount in the design and implementation of various forms of behavioral research

Block C: The consumer decision-making process (customer journey framework)includes the stages in which consumers decide to buy goods and services that aregenerally accepted by marketing experts: need recognition, information search,evaluation of alternatives, purchase decision, post-purchase behavior The stages of apurchasing decision are determined by the specific product, Customer segment, andthe characteristics of the five basic processes that include consumer behavior

The functional relationships of the model are divided into three categories such asmain functional relationships which illustrated in the model with horizontal arrows,describe the essential relationships between blocks Secondary relationships areillustrated by lines, describing the structural links between the components of the sameblock or of different blocks The feedback lines (one shows the effect of the post-purchase rating on Actual behavior regarding the acquisition and connected Block Cwith Block A, as a result of the system being applied to this

Integrated Marketing Communication (Block A) affect the consumer behavior

process Based on the research results and market segmentation through eachcomponent of the Marketing Mix It is possible to identify communication capabilitiesand be reflected in the integrated communication strategy and an integratedcommunication plan There are many ways that product attributes and attributes affectconsumer perceptions Studies show that consumer perception of a product is affected

by its physical properties and product attributes based on marketing communications,derived from brand image and brand difference (Allison & Uhl, 1964; Goldsmith, &Foxall, (2003) Price as another component of integrated marketing communicationshas direct implications for awareness There is research that suggests that for manyproducts, consumers judge quality by price, even subjective consumers' pricing is not

fully explained Consumer perceptions are also related to distribution, including thetype of distribution (direct or indirect, in-depth, selective or exclusive) and storecharacteristics namely location, design, product classification, services and personnel(Berry, 1969) The delivery method must match the brand image and price.

All the components of the Integrated Marketing Communication transfers toconsumers using different information, so they support the process of gettinginformation and the help customer get the purchase knowledge and consumers Thelearning process develops and changes with the new knowledge gained from reading,observing, discussing, and practical experience Forming or changing attitudes is one

of the most important goals of integrated marketing communications Customers areinfluenced by product, price, distribution, and marketing communications, but alsostart from direct or indirect experience (Fazio, Sanbonmatsu, Powell & Kardes, 1986).Next is the motivation to activate the behavior, achieve the goal, and perform thatbehavior (Hawkins & Mothersbaugh, 2009) Therefore, integrated marketingcommunications determine the key features of a product, pricing, and distribution of aproduct or service that meets customer needs

The process of consumer behavior (Block B) is influenced by each of theMarketing Mix factors in Block A Consumer behavior influences the stages ofconsumers' buying decision processes The first stage of the consumer decision-making process described in the document needs recognition It is the result of thedifference perceived by an individual between the desired state and the actual state(Goldsmith, & Foxall, (2003); Solomon, 2009) Recognition plays an important role inassessing the actual state because it promotes customer problem awareness Allcomponents of block A must be adjusted to solve the problem identified by consumers.This may involve developing a new product or changing the characteristics of anexisting product, changing pricing policies, modify distribution channels, and adjustthe marketing communication structure The integrated marketing communicationstrategy must take into account the type of consumer-defined problem If there is apositive problem (the consumer is aware of it), the focus must be on persuading theconsumer that a particular product is the best solution In the event of a problem thathas not been identified, the company needs a strategy to identify the consumerproblem and then offer a solution

The second phase of consumer decision making They seek information based onthe learning process because consumers often have previous knowledge and

experience related to a product (internal search) Information gathered from externalsources (external search) is mainly based on product characteristics (includingpackaging and brands) and marketing communications Searching for consumerinformation depends on the importance of purchase and the easy of obtaining it(Bettman & Park, 1980).

The evaluation of the selections is determined by the type of consumer selection(Hawkins & Mothersbaugh, 2009) The assessment process is closely linked tolearning, motivation, and attitude In the case of choice by influence, the evaluation of

a product often focuses on how it will cause users to feel like they are used Themotivation in this situation is based on the motivation of the consumer and focuses onthe promotion Integrated marketing communications can affect this stage bycoordinating the right marketing communication tools to highlight a positive feel fromusing the product A similar approach is reflected in the choice based on attitude Thistype of selection involves the use of general attitudes and impressions or diagnostics,and all components of marketing communications can contribute to the formation ofattitudes

The third type of selection is implemented in several different facilities Customerscan compare specific attributes across all brands considered (Hawkins &Mothersbaugh, 2009) Therefore, the selection is influenced primarily by practicalaspects such as product characteristics, prices, and especially based on learning andmotivation The decision phase is the result of the previous four stages and it isdetailed in the actual behavior of consumers The consumer decision-making process

is completed with a post-purchase evaluation, in which consumers compare the actualperformance of the product with their expectations Schiffman & Kanuk (2009)explain that an important component of the post-purchase evaluation is to reduce anyuncertainty consumers may perceive when buying a product This assessment createsfeedback that increases the level of experience and is included in the learning process,influencing future related decisions

The relationship between a consumer's decision making (Block C) and Integrated Marketing Communications (Block A) is specified in customer

feedback Based on consumer research, all components of integrated marketingcommunications can be modified and improved according to customer feedback

The Marketing Mix strategy is almost relevant to all stages of the customer journeyframework, so marketers need to implement the Marketing Mix strategy at all steps incustomer behavior which influence consumers' buying decisions.

Conclusion: In chapter 1, the literature review of the customer journey is

summarized including concepts, the role of the customer journey, marketing activitiesrelated to the customer journey The customer journey diagram of Engel, Blackwell &Kollat, (1968) consists of 5 stages: need recognition, information search, evaluation ofalternatives, purchase decision, post-purchase behavior The specific step-by-stepframework of the customer journey helps people to get a better image of the customerjourney, so this model was chosen as the research model in this thesis The content ofeach step of the customer journey framework is specified and clear Each steprepresents the behavior and needs of customers so that companies can betterunderstand their customers From there the company can implement marketing andproduct development strategies to attract customers

CHAPTER 2: CUSTOMER JOURNEY ANALYSIS AT ADDO AGENCY OF CONANDO COMMUNICATION AND TECHNOLOGY COMPANY

I have completed my internship at Addo agency of Conando company, so in thisreport, I introduced Conando Corporation's information first, then I introduced aboutAddo agency

2.1 Conando Company overview

2.1.1 Conando company information

Currently, the main information of Conando company is summarized in thefollowing table (Table 2.1):

Table 2.1: Conando company information

Conando Technology And Communication Joint-Stock Company

Hai Chau District, Da Nang City, Vietnam

Date of

Legal

Logo

(Source: Human Resources department of the Conando company)

2.1.2 Brief introduction about Conando company

Conando develops an enterprise based on the Holding Company model A corporategovernance model Conando is a parent company and subsidiaries developed fromsuccessful projects The scope of projects focuses on two areas: Services andcommercials Conando is also a consultancy and implementation of marketingsolutions for small and medium enterprises (SMEs) With the ability to deploy morethan 150 projects in many fields, 3 years of industry experience with the slogan

"Doing The Right Thing" Conando is committed to helping customers solve marketingproblems to increase sales, grow the company and maximize profits Be mentionedwith customer brands such as Viconut, FPT High School, Techcombank, Hanoi OpenUniversity - Da Nang Branch, EIV, Hancoffee, AMA Hue

In addition to the current main business area of Conando as above, Conando alsoimplements many separate internal projects on practical marketing education(ACADEMY), travel agency (SAY HI TRAVEL) Currently, the Company isheadquartered in Danang Newspaper Building, 06 Tran Phu, Thach Thang Ward, HaiChau District, Da Nang and has 2 Branches in HCM and HN with 3 Agency, 1Academy, 1 Cong Subsidiaries include SEODO Agency, BRANDO Agency, ADDOAgency, Marcomdo Academy, SayHi Travel

2.1.3 Vision, mission and core value

Vision: “Conando vision to become a powerful corporation in Vietnam The goal is

to list on Vietnam's stock market in 2025 with a market capitalization of over VND1,000 billion”

Mission: “Conando set a mission to build a startup group It is the place where

business projects are sprouting, developing, and becoming the company that bringsvalue to customers, Conando, and Vietnam's economy.”

Core value: “Conando takes prestige as a destination to create a brand Consider it

an asset that helps the company compete, and develop”

2.1.4 Conando company history

On November 14, 2016, Conando Marketing Solutions Consulting Co., Ltd wasestablished From 2017 to 2018, Conando implemented a SEODO project focusing onGoogle Marketing solutions to help businesses get more customers on the Websitewith SEO Web services as the focus Conando then implemented the ADDO project as

a solution for businesses to promote products on local media such as communityFanpage, Blog, KOLs Besides, Conando implemented the internal project of Say HiTravel Agency and added the Travel Agent business field to the company

By the beginning of 2019, Conando company implemented MARCOMDOACADEMY training project on Digital Marketing courses and organized DigitalMarketing events in the Marketer community in Da Nang By the end of 2019,Conando Company changed from one-member limited liability company to onelimited liability company with 2 or more members with 3 capital contributors: DoanDuc Thanh, Thai Doan Kien, Phan Thanh Ha with the new name: ConandoCommunications and Technology Company Limited On December 2, 2019, SAYHITrading and Tourism Co., Ltd was established as a subsidiary of Conando

By the beginning of 2020 on 14/01/2020 established SEODO Communications Co.,Ltd., is a subsidiary of Conando By January 16, 2020, BRANDO CommunicationsCo., Ltd is established as a subsidiary of Conando And finally, on January 17, 2020,Conando changed to the Holding Company business model, changing the businesstype from a limited liability company with 2 or more members into a Joint StockCompany with an official name up to the present time : Conando Communication andTechnology Joint Stock Company

2.1.5 The organizational structure of the Conando company

The organization structure of the company is divided into different levels anddepartments with different functions Currently, the structure diagram of the company

is shown in the following general diagram (Figure 2.1):

Figure 2.1: The organizational structure (Source: From the Human Resources

department of the Conando company)

Summary of the functions of each department is as follows:

Board director : Responsible for strategic direction, goals, and overall developmentplanning for the company Besides, the executive board is responsible for the entireoperations of the company profit, development and growth direction, developmentstrategy advisor, support of affiliates, and projects

Board of Supervisors: It's a department created by the board to help the manager's

director to test, monitor the system, the legal system, specifically, and specifically inthe management, run the project's operations of the project, C &D, Back-office block