End-user analysis & target

Service output
Customer Service:

On May 15, 2019, Bkav Technology Group launched a warranty service to repair
Bphone at home for customers in the inner city districts of Hanoi. Bphone users
have problems such as broken screen, unable to call... will be processed by Bkav's
technician. This is the first time a smartphone company has provided this service
in Vietnam. Recognizing that customers always have the mentality to hesitate to
arrange time, quit work to go to warranty centers and then have to wait, interrupt
work, so Bkav has the idea of providing warranty service to customers always
have stable equipment, no need to worry where the repair equipment, how long
to repair. With Bphone repair policy at home, customers just need to call to
report the problem, Bkav will send technicians to the customer's home or
workplace to handle all problems related to Bphone, ensuring users always have
the perfect phone as when buying. Oriented Bphone Store is a customer service
complex, instead of opening showrooms in commercial centers as before, Bphone
chooses to open the first store with large front, convenient traffic, convenient
parking space for users, with the goal of targeting high-income consumers, with
high demand for shopping and spending. The Store is full of Bphone versions from
the first generation to the latest Bphone 3 for users to experience. There are
technical areas, services, warranty, repair. The space is decorated modern luxury
according to the trend of the world, creating a sense of comfort for customers

Spatial convenience:
Bphone store system consists of 6 stores in three major cities such as Ho Chi Minh
City, Hanoi, Da Nang and more than 400 Mobifone stores nationwide. On the
wall, Bphone Store is equipped with a screen showing videos of the phone's
feature manual, so that users can refer, learn in the process of waiting for service.
The store is full of staff and technicians ready to meet the needs even when
crowded. To encourage users, Bphone has great incentives for repair warranty
service such as 50% support cost, renovation program when the cost of overhaul.
In addition, customers who buy Bphone at the store will have the advantage of
enjoying free home repair service.

Product variety and assortment:

Initially, with a price of VND 8-12 million, Bphone is aimed at high-end customers.
But with the new Bphone line with a price of 5 million, Bphone's CEO has shown a
desire to expand the market, wanting BKAV's products to reach low and middle
income customers.

Delivery:
Although Bphone has free door-to-door service , but with late delivery twice,
bphone has made a bad impression on customers who have ordered the product

Information Sharing :
All information about specifications, warranty policy and new delivery, promotion
is shared publicly by BKAV to make users more secure when buying
 SERVICE OUTPUT DEMAND

Segment Spatial Product Delivery Information Customer

name / convenience variety and Sharing Service
Descriptor assortment

Low-income High (SS=SD) Low ( SS < SD) High ( SS <SD) High(SS=SD) High(SS=SD)
customer

Middle High (SS=SD) Medium / High High ( SS <SD) High(SS=SD) High(SS=SD)

income ( SS = SD )
customers

High-income High (SS=SD) High ( SS = SD) High ( SS <SD) High(SS=SD)

customers High(SS=SD)

Target Customer Segmentation

Geographic: Bphone is aimed at people who live in urban areas, densely populated
cities and large cities. It can be said that Bphone's retail system appears in many
regions of Vietnam. Those places can attract a great deal of potential

Demographic: Every gender can be Bphone's customer. However, the number of

male customers will be higher than the others because they are more interested in
technology and product experience.
Age: The age of customers that Bphone targets ranges from 18 to 50 years old.
However, the age from 25 to 50 years old will be the main customer group because
most of the people in this group are already working and have stable income, so their
purchasing power will be higher than the other group.

Income: Products in Bphone have medium and high price range. Therefore, potential
customers of Bphone are individuals with medium and high income. However, the low-
income group is still a potential customer of Bphone thanks to the new product line with
cheaper prices.

Psychology: Customers tend to find products with beautiful designs and superior
features than other products in the segment. Besides, the product's price is one of the
leading factors affecting the customer's buying decision.