Da Nang Univercity Chool of Information and Communication Technology

DA NANG UNIVERCITY
CHOOL OF INFORMATION AND COMMUNICATION TECHNOLOGY

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PROJECT 6
Topic: Building a planning of digital transfer planning
for Dien may xanh supermarket
Lecturers: Nguyen Thi Khanh My

Student: Nguyen Thị Hoang My
Class: 17BA
Da Nang, July 2020
CONTENS
PART 1: OVERVIEW OF DIEN MAY XANH SUPERMARKET....................................1
1.1. Overview of Dien may xanh supermarket......................................................................1
1.1.1. General information.....................................................................................................1
1.2. Target level..........................................................................................................................1
1.2.1. General goals of the business...........................................................................................1
1.2.2. Unit of target level...........................................................................................................1
1.2.3. Objectives related to technology application...................................................................1
1.3. field of activity....................................................................................................................2
PART 2. ANALYSIS OF BUSINESS ENVIRONMENTAL ELEMENTS........................3
2.1. External environmental analysis.........................................................................................3
2.1.1. Macro environment analysis............................................................................................3
2.1.2 Porter’s model 5 forces.....................................................................................................5
2.1.2.1. Power of supplier..........................................................................................................5
2.1.2.2. customer........................................................................................................................5
2.1.2.3. Alternative products......................................................................................................5
2.1.2.4. Potential rivals...............................................................................................................5
2.1.2.5. The risk of market penetration......................................................................................6
2.2. Analyze the internal environment.......................................................................................6
2.2.1. SWOT model...................................................................................................................6
2.2.2. Identify appropriate strategies..........................................................................................7
PART 3: ESTABLISHING A DIGITAL TRANSFER PLANNING..................................8
3.1 Choose a digital transformation strategy..............................................................................8
3.1.1. Value chain analysis in and around the organization.......................................................8
3.2. Overview and description of the "Compare products" tool at dienmayxanh.com..............9
3.2.1. Time to perform digital conversion..................................................................................9
3.2.2. Schedule of technology applications in the company's operations:.................................9
PART 1: OVERVIEW OF DIEN MAY XANH SUPERMARKET
1.1. Overview of Dien may xanh supermarket
1.1.1. General information
- Company name: World Mobile Investment Joint Stock Company
- Address: 222, yersin street, Phu Cuong ward, Thu Dau city, Binh Duong
province.
- Phone: 08 3812 5960
- Website: https://mwg.vn
1.2. Target level
1.2.1. General goals of the business
- Sustainable development and become a leading brand providing high-tech
digital products in Vietnam with an international stature.
- Continuing to expand supermarket chains in big cities, and reach areas in the
provinces.
- Promote, expand the company's brand image to the outside.
- Opening 200 more Dien May Xanh stores and expanding to foreign markets,
with the first facility in Phnom Penh, Cambodia.
1.2.2. Unit of target level
- Set up a Dien May Xanh supermarket with a small model to penetrate the mom
and pop market (individual stores with family size), especially in the provincial area.
And easily find new premises. Dominate the market.
- Promote marketing communications, improve customer experience and service
quality to meet the changing needs of customers and help them protect a full financial
future.
1.2.3. Objectives related to technology application
- Manage products with QR codes, which help Dien may xanh easily control
products with appropriate screens and remaining inventory.
- Make advertising to expand and promote, with the goal "If users want to buy
electronics, they will immediately think of Dien may xanh".
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- Improve features of customer experience. Collaborate with artificial
intelligence partners and apply technology to build more internal management
systems. Launch of extensive product solutions and systems for optimal customer
service.
1.3. field of activity
The company promotes the development of a network of Dien may xanh stores
to create the image of a brand associated with every home.
From a rookie of the electronic retail industry, Dien may xanh has continuously
improved and transformed to become more optimal and widely accepted today.
After a period of continuous development, on July 20, Mobile World Investment
Group announced that the green electronics supermarket system has officially
completed the expansion process to 63 provinces and cities of Vietnam.
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PART 2. ANALYSIS OF BUSINESS ENVIRONMENTAL ELEMENTS
2.1. External environmental analysis
2.1.1. Macro environment analysis
2.1.1.1. Political-legal factor
 Politic
Our country's politics is strictly controlled and stable. Therefore, Vietnam has
implemented legal reforms to improve environmental investment, creating favorable
conditions for businesses to feel secure in investing in business activities.
 Law
In recent years, Vietnam has enacted a number of documents, laws as well as
circulars and decrees that have created a legal corridor for business activities,
especially the Competition Law and the Commercial Law. Import tax on electronics is
only 0-5%, this gives businesses the opportunity to directly access goods from
ASEAN countries to better serve customers.
2.1.1.2. Economic factors
a) GDP growth rate and per capita income over the years: In 2019, Vietnam's GDP
growth reached 7.02%, the highest level in 10 years and exceeded the 6.8% target set
by the National Assembly earlier this year. Not only that, the income per capita
(GDP/person) also improved significantly with the figure of 2,470 USD / person, an
increase of 110 USD compared to the previous year.
b) Inflation: The average consumer price index (CPI) for the whole year of 2019
increased by 2.79% compared to 2018. Therefore, the CPI of 2019 has been
successfully controlled, lower than the goal of the National Assembly (below 4%) and
also the lowest increase in the last 3 years. Regarding core inflation, core inflation in
2019 was lower than CPI (2.01% compared to 2.79%) and lower than the target set by
the National Assembly's Resolution.
c) Unemployment: The number and unemployment rate are still low. In 2019, the
country had more than 1.06 million unemployed laborers of working age, down 0.37
thousand from the previous quarter but up 1.4 thousand over the same period last year.
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The unemployment rate of working-age people in 2019 is 2.15%, of which the
unemployment rate is 3.10% in urban areas; rural area is 1.64%.
d) Foreign direct investment: Foreign investment agencies said that FDI disbursement
in 2019 reached a record high ever with $ 20.38 billion, up 6.7% over the same period
in 2018.
According to investment partners, in 2019, 125 countries have entered the
investment territory in Vietnam.
2.1.1.3. Social and cultural factors
 Society: In 2019, the total population of Vietnam is 96,208,984 people, the
urban population is 33,122,548 people, accounting for 34.4% of the total national
population. Vietnam reached the peak of its golden population and entered a period of
rapid population aging.
Also in 2019, there were 64 million Internet users, an increase of 28% compared
to 2017. Regarding content sharing, women (67.2% female and 55.3% male) and
advertising/ sales (41.6% female and 29.5% male) are more interested by women than
men.
 Cultural: According to supermarket statistics, the average number of visitors
per day for three years increased from 4,900 in 2017 to 6,899 in 2019, and the
purchase value per person also increased from 88,300 VND to 91,000 VND/ person.
This shows that there is a big change in consumption habits.
2.1.1.4. Technology elements
Today, with the wide application of information technology and
telecommunications in many new industries. Products, services and technologies are
constantly being created.
2.1.1.5. Environmental factors
In Vietnam, located in the tropical climate region, the seasons are distributed
among regions. Seasonal distribution across regions is one of the factors affecting
business operations. Climate change affects customers' buying needs. In the summer
months, customer demand is higher when using air conditioners, fans, etc. during the
winter and rainy months decreased due to reduced demand.
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2.1.2 Porter’s model 5 forces
2.1.2.1. Power of supplier
The power of mobile and electronic product suppliers is low, because the lowest
bargaining power when working with suppliers is provided by well-known brands.
However, with high green electronics suppliers: Dien may xanh operates on
small and medium scale to reach many types of customers, although small models,
operating space must be focused. In densely populated places with beautiful terrain,
with average rents ... It is difficult to find such a location.
In addition, businesses must also associate with technology in the process of
creating and managing distribution and sales channels. This is also considered a strong
supplier, because the design of a sales channel or website interface is also a form of
attracting customers in the promotion and sales process.
2.1.2.2. customer
The power of customers for electrical products is high, because most of these
products are expensive and have a long life cycle (from 5 - 7 years) on a product such
as: washing machine, refrigerator, TV… The price is high, so every product sold to
customers will be highly profitable and profitable, so each customer will be important
as a business partner for this industry.
On the market today, there are many reputable electronics companies, so
customers will have many choices and always consider carefully before buying
electronic products.
2.1.2.3. Alternative products
Another product of modern retail chains is an easier and more suitable online
sales channel for young people. Selling online will be the biggest risk for retailers
right now.
2.1.2.4. Potential rivals
Competition among companies in the industry is relatively high when many
retail businesses enter the market. Retailers not only compete to win customers, but
also compete for a place to sell.
5
2.1.2.5. The risk of market penetration
It's difficult for new entrants for 2 reasons: Firstly, the retail chain needs 50%
domestic ownership, so the foreign retail chain cannot operate this industry alone in
Vietnam. The second is that retailers need large numbers of stores to get goodwill.
2.2. Analyze the internal environment
2.2.1. SWOT model
STRENGTH WEAKNESSES
- Having financial potential - Spending too much money on advertising can
- Brand power easily lead to difficulties if not having the right
- Distribution and marketing and appropriate strategy.
system throughout the region in - Is a small supermarket model, low exploitation
Vietnam efficiency, difficult to diversify goods and create
- Success of the media event shopping space for customers.
- Supported by Mobile World Corp - There is no big difference with competitors.
- Store lots of positive feedback. - Communication and advertising via small
- Has friendly images. social networks, does not attract many
- Infrastructure and technology are customers.
strongly applied. - A large number of employees are poor in
knowledge and service attitude is not good.
OPPORTUNITIES THREATS
- Vietnam's economy is in the - Foreign investors are willing to participate in
recovery phase, so the purchasing the electronic retail market.
power of the electronic retail - Increasing labor costs
market has an opportunity to - A big difference between the income of people
increase. in the countryside
- Competitors don't have stores in - Market requires high innovation in technology.
many provinces. - Unpredictable progression of acute respiratory
- The era of high-tech equipment. infections caused by Virus Virus (COV-19),
which reduces people's purchasing power.
2.2.2. Identify appropriate strategies
6
2.2.2.1. S - O strategy
Dien may xanh need to invest in market development in the provinces / cities
that have not appeared many big electronic brands to dominate the market.
Combine with the resources of businesses to have great opportunities,
constantly expanding the market by seizing the opportunity to diversify the market,
training and training the workforce effectively and professionally.
The expanded market has many opportunities to improve modern technology
and transfer new technology machines and increasingly expand the scale of
development based on the strengths of the business and the opportunities that
businesses seize in time to dominate the market fast quickly.
2.2.2.2. S – T strategy
Technology development investment: Enterprises have stable financial
conditions and opportunities to develop high-tech initiatives to meet market demands.
Differentiation strategy: Research and develop differentiated services to create a
strong brand and compete with strong competitors from abroad. Compete on cost,
quality, product design and customer service.
2.2.2.3. W – O strategy
Human resource development strategy: Implementing the human resource
development policy, turning employees into a professional team.
Put more information about the company's products and services on advertising
channels to help customers easily find and save time.
2.2.2.4. W – T strategy
Pay attention to the potential market in the neighborhood. Develop strategies to
invest capital in advertising in new markets with appropriate marketing programs to
achieve high efficiency. And implement human resource training policies.
Innovating policies, promoting products, using many preferential policies to
attract customers, expand market share
Evaluate employee performance regularly, motivate employees to improve
customer service skills.
PART 3: ESTABLISHING A DIGITAL TRANSFER PLANNING
7
3.1 Choose a digital transformation strategy
3.1.1. Value chain analysis in and around the organization
3.1.1.1. Basic operation
 Inbound Logistics: For retail businesses like Dien May Xanh, logistics is very
important. Dien may xanh must always have a warehouse in stock so they can be
delivered to customers at any time. If the stockpile is small, it will not be enough.
Opposite, If the inventory is too high, then for these hi-tech electronics manufacturers
will often introduce new models if the unsold stock will fall into inventory. To remedy
this, the sales team calculated an estimate of the amount of goods that can be sold to
have a specific import plan.
 Marketing and sales: Advertising and positioning popular and popular products
is the best that Dien may xanh offers to increase the value that consumers.
 Customer Service: Providing after-sales service and support Dien may xanh has
done very well. Guaranteed long-term warranty support guaranteed by Dien may
xanh.
3.1.1.2. Support activities
- Procurement management: The purchase management is done quite well when
the market has a lot of competitors as well as many suppliers, changing the prices of
items ...
- Infrastructure: How the company arranges to display beautiful products, the
location in the center, where many people travel and bases in the provinces from the
South to the North.
 Draw conclusions and select the appropriate number conversion method
Currently, customers often need to compare products to find the best product for
them. For example, when buying a phone, at the same price they want to compare
products with superior features that suit their needs. Normally, customers have to open
many product tabs and click back and forth to compare very inconvenient. In order for
product comparison to be convenient, the site needs to have a product comparison
function right on the page.
8
Therefore, to solve the problem of customer needs, propose the "Compare
products" category on the interface at dienmayxanh.com.
3.2. Overview and description of the "Compare products" tool at
dienmayxanh.com
The online product comparison tool is a search engine that allows users to search
and compare products of interest on an online store from which to make a purchase
choice. Provide information on prices, product characteristics as well as reviews,
buying guides for each product line, helping users make more appropriate decisions.
This is a digital transformation project that outperforms the competition, no
business uses this plan at their own website, this novelty is a condition to attract
customers.
3.2.1. Time to perform digital conversion
Start a plan in early 2021, to reduce the global COV-19 pandemic, for a more
stable economy and a survey of what customers need. Meanwhile, it is possible to run
ads with customers to let them know that a new application is coming.
3.2.2. Schedule of technology applications in the company's operations:
HUMAN NECESSARY
WORK TIME RESULT
RESOURCES SKILLS
Technology
1. Propose application Idea presentation Information and

2
ideas from within management skills, information events in the
months
the business department of gathering skills company
the enterprise
Web design,
graphic skills, A model in virtual
2. Model 1
Outsource ideas, form, used for a
outline months
communication short time
and teamwork
9
Planning skills,
question writing
Online
skills, skills to Survey customers,
customer care
3. Customer 1 consider errors to information and
department
survey month avoid when writing opinions of
Direct staff at
questions, and customers.
the store
information
gathering skills.
The "Compare
4. Building a products" category

5 Web design,
layout and web Outsource is available on the
months presentation skills.
interface main interface of
dienmayxanh.com.
English ability,
knowledge of Content in the
5. Building Employee in 4
history, products "Compare
website content the company months
and services of the products" section.
company.
6. Collect
pictures and Employee in 1 Take photos, create Product image in
product the company month layouts the business
information
7. Processing The product images
1
images to upload Outsource Website design are included in the
month
to the website catalog.
8. Developing Hire a training 2 Content Staff are trained to
company's human specialist months Management manage content.
resources to
maintain website
10
content
9. Develop a
company's human Recruiting new Operate website Staff trained to
2
resources to employees services operate the site
months
maintain website service
service
11

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DA NANG UNIVERCITY

CHOOL OF INFORMATION AND COMMUNICATION TECHNOLOGY

Lecturers: Nguyen Thi Khanh My

2.2.2. Identify appropriate strategies

1. Propose application Idea presentation Information and

4. Building a products" category

product the company month layouts the business

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