FOREIGN TRADE UNIVERSITY

SCHOOL OF ECONOMICS AND INTERNATIONAL BUSINESS

-----  -----

BUSINESS ECONOMICS REPORT

TOPIC:
DEVELOPING BUSINESS AND MARKETING
STRATEGIES TO INCREASE
ZAMAKI’S COMPETITIVENESS IN 2022

Students : Tran Thi Lan Anh – ID: 1915530506

Tran Hong Hanh – ID: 1915530513
Tran Phan Nhat Hang – ID: 1915530512
Tran Phuong Mai – ID: 1915530802
Nguyen Ha Nam – ID: 1915530524
Le Thanh Thao – ID: 1915530538

Major : Logistics & Supply Chain Management

Class : KTEE312(GD1-HK1-2021).3

Ha Noi, September 29th 2021

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 TABLE OF CONTENTS

INTRODUCTION...........................................................................................3
CONTENTS.....................................................................................................5
Chapter 1: Overview of the company......................................................5
Chapter 2: Analysis of the company........................................................6
2.1. Market overview...............................................................................6
2.1.1 Current overview and potential of the scaffolding-related
industry: construction, real estate, building materials market in
Vietnam.................................................................................................6
2.1.2. Overview of Scaffolding rental market in Vietnam..................8
2.2. Competitors analysis........................................................................9
2.2.1. Overview about competitors of Zamaki/market share in
Ringlock Scaffolding industry.............................................................9
2.2.2. Analysis of direct competitors of Zamaki................................10
2.2.3. General comment for implementation....................................15
2.3. Customer analysis..........................................................................16
2.3.1. Customers profile/characteristics............................................16
2.3.2. Customers pain points..............................................................17
2.3.3. Customer insights.....................................................................18
2.4. Zamaki analysis..............................................................................18
2.4.1. Strengths...................................................................................18
2.4.2. Weaknesses...............................................................................20
2.4.3. Opportunities............................................................................20
2.4.4. Threats......................................................................................20
Chapter 3: Strategies & implementation...............................................21
3.1. Products and consulting services strategy...................................21
3.1.1. Ringlock’s quality improvement..............................................21

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 3.1.2. Scaffolding maintenance.........................................................27
3.1.3. Replace other Ringlock Scaffoldings with Zamaki’s Ringlock
Scaffolding.........................................................................................29
3.1.4. Leverage consulting service with tailor-made solutions:
Zamaki should leverage the service to maximize the customer value
.............................................................................................................30
3.2. Customer service strategy.............................................................33
3.2.1. Overview of customer value chain:.........................................33
3.2.2. Customer’s insight research....................................................33
3.2.3. Some solutions increase product value through customer
experience...........................................................................................33
3.3. B2B Marketing strategy.................................................................36
3.3.1. SEO Improvements..................................................................36
3.3.2. B2B Advertising.......................................................................40
3.3.3. Website development................................................................42
3.3.4. Email marketing phase in approaching phase.......................44
CONCLUSION..............................................................................................48
REFERENCES..............................................................................................49

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 INTRODUCTION
Vietnam's construction industry has entered the maturity stage since 2016.
Enterprises in the industry have gradually affirmed their positions in the fields of
construction, building material, architecture and construction planning and urban
development. Construction capacity has progressed, meeting the needs of
construction better and including large-scale projects requiring high quality,
modern technology at home and abroad-one step at a time, replacing foreign
enterprises, thereby actively changing the face of our country towards a more
modern direction. However, in the "mature" stage, the construction industry
faces two major shocks: the first is the slowdown of the real estate market - the
supply of the industry in 2019; the second is the COVID-19 epidemic in 2020.
From its first day of the establishment in 2008 to recent years, Zamaki
Company is regarded as one of the leading companies in the construction
industry. Despite the seriousness of the pandemic, our group appreciates the
generosity of Mr. Si, Mr. Dat and Mrs. Hue for a meeting sharing about the
company and a meeting answering all of our confused questions. After these two
meetings and gaining a lot of knowledge, information from Zamaki company’s
enthusiastic staff, combining with researching documents and analyzing the
company situation, the group has completed the report named “Developing
business and marketing strategies to increase Zamaki's competitiveness”. The
report focused on the current situation of Zamki in comparison with other
competitors, thereby suggesting some kinds of business and marketing strategies
to help Zamaki achieve top 1 Market Volume Share in the next 3 years.
Our report includes 3 parts:
- Chapter 1: Overview of the company
- Chapter 2: Analysis of the company
- Chapter 3: Recommendations some strategies for the company
Our group would like to express our gratitude towards the Zamaki company
for sharing devotedly all of the information related to the case. Thereby, our
group could achieve precious knowledge as well as experience in the
construction industry, thus we can complete our internship report.

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 We also send grateful thanks to our lecturer, Dr, Hoang Ngoc Thuan for
your dedicated guidance and support.
Due to our limitation of experience and knowledge, our report could have
inevitable shortcomings that need correction. We would fully appreciate it if you
could point out our flaws and give us helpful suggestions so that we could finish
our report.

Sincerely thank you!

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 CONTENTS
Chapter 1: Overview of the company
Viet Vuong Joint Stock Company was established in 1999, with the mission
of contributing to economic growth and improving the quality of human life
through infrastructure construction and development. 
In 2016, Viet Vuong built and developed the Zamaki hot-dip galvanized
scaffolding brand. With automatic production lines and modern hot-dip
galvanizing technology, Viet Vuong wishes to bring to the market high-quality
scaffolding products, ensuring construction safety and optimizing costs for
construction contractors. The company's main products are construction
scaffolding and Ringlock scaffolding in particular. 
Ringlock is a modern scaffolding system, which is popular in many
countries because of the following advantages:
- Long life thanks to hot-dip galvanizing
- Diverse modules that could be used for many types of building structures
- Simple structure, easy and quick erection, large load capacity, safe and
stable.
- Easy to arrange, transport, and store

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 Chapter 2: Analysis of the company
2.1. Market overview
2.1.1 Current overview and potential of the scaffolding-related industry:
construction, real estate, building materials market in Vietnam.
The construction sector has always been a key contributor to Vietnam's
domestic economy. Construction companies have steadily strengthened their
positions in sectors such as construction, building materials, design, and
construction planning, and urban development. However, huge shocks have just
occurred in the "adult" stage: the COVID-19 outbreak in 2020 and 2021. Despite
several obstacles and challenges, the Vietnamese construction sector gradually
recovered and resumed fast development in the third quarter of 2020, after
outbreaks in 2020 and new strains in early 2021. It was worth USD 57.52 billion
in 2020, and it is expected to reach USD 94.93 billion by 2026, representing a
growth rate of more than 8% during the forecast period (2021-2026). With the
building materials market, the primary source of difficulties in 2020 will be
interruptions and instability caused by the epidemic. Variations in raw material
costs, on the other hand, continue to be one of the main challenges for 66.7
percent of construction and 71.4 percent of construction material businesses.

The industrial real estate industry and the housing segment will be the focus
in 2020. Industrial real estate, in particular, is seen as the market's "savior." The
attractiveness of FDI inflows, along with the trade war between the United States
and China, has encouraged many global corporations to explore new investment
possibilities in Vietnam. The government's attempts to improve the quality of the
country's overall infrastructure with investments in building, tourism and housing
projects around the country are expected to keep the same growth rate.

Particularly, the supply-demand imbalance persists, especially in congested

metropolitan regions like Hanoi and Ho Chi Minh City, where the recent
slowdown in economic development owing to the epidemic has typically resulted
in a strong demand for housing among the poor and middle-income individuals.
There are no low-cost housing developments large enough to be launched in Ho
Chi Minh City or Hanoi, and this market sector is deemed "disappearing." The
number of low-cost dwellings (under 2 billion VND) has decreased dramatically.

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Over the projection period, the government's efforts to close the gap between
demand and supply for affordable housing in the country are projected to boost
the market's growth. 

Prospects of aforementioned industry’s market in 2021: 

When it comes to analyzing the market prospects for this year, several
analysts and corporations are hesitant. Mr. Cao Tung Lam, Chairman of Phuc
Hung Holdings, said in an interview with Vietnam Report that "for the building
sector in 2020, it is already a blessing to even exist." Whether or whether the
epidemic can be halted will have a huge impact on how the world unfolds in
2021.” COVID-19 has altered the way the world operates, having a major
influence on the construction industry as well as ecosystems such as real estate,
construction, and building materials (RECBM). In particular, the biggest changes
include: An increasing share of larger and “smarter” investors, digitally-enabled
“smart” buildings, increasing focus in cost, higher sustainability, and skilled
labor. 

However, survey results of the Vietnam Report on the five-point showed

that there are top 5 factors that may create the strongest impetus for the market in
2021, which are: 

 Eliminating bottlenecks in the real estate policies

 The ability to control COVID-19
 The endurance and resilience of the economy in the post-COVID-19
 FDI inflows to Vietnam
 Lower interest rates

These adaptable factors promise a more significant result for the market
even during the pandemic. As all the companies have to work on restructuring
their plan and direction by now. 

There are certain emerging trends in the real estate sector in particular. The
residential real estate segment for low-income individuals would be prioritized,
according to Associate Professor, Ph.D. Tran Kim Chung of the Central
Management Research Institute. “Because profit margins are still so low. As a

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 result, the segment's growth rate in 2021 will be very low.” Second, in the
industrial real estate category, the government's attempts to strengthen the
economy will provide this segment a boost in 2021 and the next 2-3 years.

Additionally, the construction-building material market also witnesses

some potential trends. For example, companies will focus on customer-centricity
and branding as the customer-centric approach is necessary, especially in a
market where the pandemic negatively impacted consumer behavior. Next,
companies will need to consider the environmental impact when sourcing
materials, to make manufacturing move toward sustainability. After that, to
improve their margins and differentiation, companies will begin to specialize in
target segments and niches. Therefore, they will specialize in using different
materials, sub-segments, or methods of construction to build their competitive
advantage. Consolidation of organizational systems will also be a mandatory
requirement for businesses to create long-term resilience and increase market
share. Finally, product-based approaches like off-site construction will be back
as companies by now have defined the necessary protocol to face the pandemic. 

With all the growing evidence of the construction, real estate, and building
materials market, it is forecast to also witness a growth of a mutual supporting
industry among these 3: Scaffolding market.

2.1.2. Overview of Scaffolding rental market in Vietnam

According to Technavio analysts, the global construction scaffolding rental
market will grow by a CAGR of 4.85% through 2024. During the forecast
period, the market will show an accelerating growth of $2301.79 million.
Especially, Asia - Pacific’s market (including Vietnam) will be the largest in
2024 regarding regional share, approximately 39,34% compared to global
markets.

a. Degree of rivalry in Vietnam scaffolding rental environment

The scaffold rental industry is a capital-intensive business. Therefore, the

industry is a market not for the companies with small capital to participate. The
major driver of low-cost drivers is economies of scale, benefits of economies of
scale are derived in the form of lower fixed cost per unit and better bargaining

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 power of raw materials. Companies with large market share, such as Saki,
Sugiko, Zamaki and G18 will have the advantage of low cost which increases
barriers to entry for new entrants.

The scaffold has a limited number of substitutes, which means customers

cannot easily find other products that fulfill their needs. Although usage of
forklift trucks has risen continuously in the construction sectors, it still does not
pose any significant threat to scaffold as the latter cannot be replaced completely
and the cost differential is also very high. So, the threat of substitutes is low.

b. Vietnam market demand

In the scaffolding industrial context in Vietnam now, the building materials

market is forecast to be robust in 2022, with the demand fueled by the increase in
infrastructure development investment and the recovery of the property market,
according to the Ministry of Construction. Therefore, there will be an increase in
demand for building materials from 2021.

In addition, repairing infrastructure damaged by Vietnam floods 2020 in the

central region and landslides in mountainous areas would require a large volume
of construction materials. Moreover, the real estate market was expected to
recover, which would lead to increases in real estate investment, pushing up
demand for construction materials.

However, till now, only a few construction companies can order large
quantities of scaffold products. It is easy to calculate roughly as follows: Hoa
Binh Group, Central Newtecons, Ecoba, Ricons, Coteccons - Unicons. In
addition, in the scaffold industry, the switching cost is quite low, because the
input material does not require differentiation.

2.2. Competitors analysis

2.2.1. Overview about competitors of Zamaki/market share in Ringlock
Scaffolding industry
In this essay, we determine that the indirect competitors of Zamaki are
firms that offer scaffolding products in general, while direct competitors are
businesses that provide Ringlock Scaffolding and other related services.

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 Based on our research as well as the sharing from Zamaki company, we
concluded the market share of Ringlock scaffolding industry as the following
diagram:

From the diagram, we can see that the top three companies of the Ringlock
scaffolding industry accounted for nearly 70% of the market share of the whole
industry. Moreover, there is not a large difference in the market share among
these top three companies with the average percentage reaching about 25%
equally. In particular, the market leader currently has a 27% market share while
Zamaki’s share is 20%. Therefore, it can be seen that the Ringlock industry is a
stable market due to its fairly equal share between big firms of this industry and
the fact that they all have a strong position with 70% of the market share,
compared to the other companies.
2.2.2. Analysis of direct competitors of Zamaki
2.2.2.1. SAKI Corp
a. Overview
SAKI CORP was established in 2003. The main functions of SAKI CORP
are Industrial-scale production and financial leasing services of international
standard high-quality Aluminum Alloy Coppha-Scaffolding products serving
international standards, construction services at domestic and abroad.
b. Characteristics of rental Ringlock Scaffolding

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 SAKI's products are manufactured on a closed advanced technology line,
meeting the strict requirements of ISO 9001:2015 quality management system;
always periodically quality checked by prestigious domestic and international
organizations, meeting the standards BS 1139, OSHA, EN, JIS,...
The product portfolio offered (for rent): 4-hole disc system, 8-hole disc
system.

 4 Hole Disc Spear System               8 Hole Disc Spear System

c. Rental Ringlock Scaffolding Service
SAKI is qualified to produce large quantities and has the capacity to
manage sub-leases, thus saving money for domestic contractors. Contractors do
not need to buy new phase trunks and scaffolding will make the contractor save
more transportation time, remove difficulties in the issue of construction support.
SAKI has pioneered the construction of SAKI LEASE - a center
specializing in providing high-quality scaffolding and formwork equipment
rental and maintenance services. Since its inception, SAKI equipment rental and
maintenance activities have brought many flexible solutions to contractors,
contributing to meeting the increasingly specialized requirements of Vietnam's
construction industry. By leasing assets instead of buying new ones, contractors
can save significant storage costs, return on investment, and many other
management fees.
SAKI has established a professional rental and maintenance process to
optimize the contractor's efficiency. Before being transported and put into use at
the construction site, the equipment is strictly inspected for quality and safety.
When implementing at the construction site, SAKI LEASE's experienced team of
experts will always accompany, support, and coordinate closely with the

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 contractor's employees to make the work deploy smoothly and effectively.
Finally, after use, the scaffolding and aluminum formwork is brought to the
repair classification center depending on the degree of change during use
compared to the set standards, maintained like new and restored to original
condition. After that, the equipment will be checked again, carefully packed, and
entered into system information, and stored for reuse for future projects. With
such a professional rental and maintenance process, contractors who choose to
cooperate with SAKI are highly appreciated and have positive feedback on the
quality of service here; at the same time, extremely believe in the quality, the
absolute safety for human life and property that SAKI's products bring.
contractors when choosing to cooperate with SAKI are highly appreciated and
have positive feedback on the service quality here; at the same time, extremely
believe in the quality, the absolute safety guarantee for human life and property
that SAKI's products bring. contractors when choosing to cooperate with SAKI
are highly appreciated and have positive feedback on the service quality here; at
the same time, extremely believe in the quality, the absolute safety guarantee for
human life and property that SAKI's products bring.
SAKI's scaffolding products are covered by up to 30 billion VND of Bao
Minh Insurance, which is the highest level of liability.
Thanks to the advantage of manufacturing in Vietnam, customers can
contact the return service easily, quickly and save maximum costs when
problems cause damage.
Own two professional leasing and maintenance centers in Henan and Binh
Duong Industrial Parks.
Business center located in three north-central – south.
d. Customers of SAKI
Some customers of SAKI can be listed such as Hoa Binh (Hoa Binh Green
Project), An Phong (Panorama, Arena Project), Coteccon, KTOM Joint Venture,
Posco E&C, Dosan Industrial.
2.2.2.2. G18 Construction Equipment Joint Stock Company
a. Overview

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 G18 company defines them as the unit that specializes in producing the new
generation of Octagonal scaffolding & Ringlock (disc spear), which is in the Top
leading units in the field in Vietnam.
b. Characteristics of rental Ringlock Scaffolding
Ringlock disc scaffolding products are being manufactured by G18 and
supplied to the market including product lines: 4-hole disc scaffolding, 8-hole
disc scaffolding, and octagonal disc system. Along with that are scaffolding
accessories such as foot stimulation, U head irritation 
Ringlock G18 disc scaffolding products are all plated with hot-dip zinc
technology. Thereby maximizing the mining performance and longevity of the
product.
Extremely high safety: Designed based on scientific calculations of bearing,
the new generation scaffolding products of the G18 have been certified for
quality of science and technology department.
Easy to install and dismantle: Towards optimal safety and efficiency, the
G18's Octagonal and Ringlock scaffolding system allows for easy installation
and dismantlement but still ensures the highest safety.

c. Rental Ringlock Scaffolding Service

There are both Sales and Rental services: scaffolding and scaffolding
accessories.
Delivery schedule 15-20 days
Flexible and competitive investment: The new generation of Octagonal and
Ringlock scaffolding products are manufactured in Vietnam on a synchronous
import line, producing products of international quality at the most competitive
prices.
The accompanying services, value-added packages support customers
before, during, and after-sales.

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d. Customers of G18
 Coteccons Construction Joint Stock Company
 Hoa Binh Construction Group Joint Stock Company
 Ecoba Vietnam Joint Stock Company
 Unicons Construction Investment Co., Ltd
 Newtecons Construction Investment Joint Stock Company
 Construction Joint Stock Company No. 1 - Cofico
 Ricons Construction Investment Joint Stock Company
 Tuan Le Construction Co., Ltd
 Vietnam Construction & Import-Export Joint Stock Corporation
 Xuan Mai Construction Joint Stock Company
 Hai Long Construction Joint Stock Company
2.2.2.3. Sugiko Vietnam Co., Ltd.
a. Overview
Sugiko Vietnam was established in 2003. Main operational function:
Industrial-scale production and provision of financial leasing services operating
copha aluminum alloy-Scafting products of high-quality international standards
for the construction of construction work at home and abroad.
b. Characteristics of rental Ringlock Scaffolding
Strict Standards: The products that Sugiko offers are subject to Japanese
standards and BS (British Standards) international standards.

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 Commitment to product quality through thorough inspection and
maintenance: Scaffolding supplies returned to our company's factory will be
thoroughly maintained by employees with expertise and only strictly tested
scaffolding will be further transferred to the construction sites.
c. Rental Ringlock Scaffolding Service
Mainly developing scaffolding leasing and construction services
Have clear service and maintenance methods: Check the number of
supplies refunded -> Remove adhesion -> SUGIKO staff perform a thorough
inspection, Thorough inspection by humans and machinery - > Pipe Bundle for
the next order
Based on the object drawings of Vietnamese and Japanese customers, the
design drawings and the appropriate bearing strength nature, in accordance with
Japanese standards and laws.
2.2.3. General comment for implementation
2.2.3.1. Characteristics of rental Ringlock Scaffolding
In general, all companies develop their products to meet certain standards
in terms of quality, and apply high technology for the Ringlock Scaffolding to
maximize the performance and longevity of the product. 
However, during the research period, it can be seen that SUKI CORP has
not mentioned the hot-dip zinc technology, instead, they just state that their
products meet the requirements of the ISO 9001:2015 quality management
system. Therefore, Zamaki can use it as a benefit to promote Zamaki’s Ringlock
Scaffolding with hot-dip zinc technology as a competitive advantage to potential
customers.

2.2.3.2. Rental Ringlock Scaffolding Service

Taking all analysis of Zamaki’s direct competitors into consideration, it can
be noted that the whole top three companies all develop the service of renting
Ringlock Scaffolding with their own customer service procedure. And in the
three companies, Saki seems to be the company that focuses on the customer
service procedure most with its complication and carefulness during the whole
process of renting scaffolding. Therefore, we believe that Zamaki can take it as a

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 lesson to develop their customer service, warranty, and insurance services to
provide the highest value to the customers.
There is one significant realization we can see through the analysis is that
both three direct competitors of Zamaki do not focus on and develop the service
of consulting, designing, and installing scaffolding at the works. For such reason,
Zamaki should especially focus on and maximize design and installation
consulting services or even Zamaki can use them as an add-on service to increase
value for customers.
2.2.3.3. Customer Segment
The main customers of these direct competitors have the same profile as the
targeted customers of Zamaki. Therefore, Zamaki should focus on this customer
segment when claiming the market share of the Ringlock Scaffolding industry.
2.3. Customer analysis
2.3.1. Customers profile/characteristics
Until recently, Zamaki has been a B2B enterprise. Hence its primary
customer’s segment is construction contractors or construction companies. Some
major clients that Zamaki has supplied until now are Hoa Binh Group, Cotecons,
Udic and other renowned Vietnamese construction firms that have significant
market shares in the industry.
The main services that Zamaki's customers provide are usually real estate
investment and trading, construction contractors and installation of construction
sites. Moreover, these are all prestigious construction firms in Vietnam, so the
demand for the quality of their products is also very high. Zamaki has succeeded
in gaining the trust of these businesses to be a reliable supplier, providing high-
quality construction equipment to construction contractors, in this case, Ringlock
scaffolding.
Another characteristic of Zamaki’s targeted customers is their potential to
grow in the construction industry. In the first nine months of 2019, many
construction enterprises and large contractors listed on the stock exchanges, such
as Coteccons (CTD) and Hoa Binh (HBC), also recorded an increasing
proportion of the industrial construction segment in the revenue structure. These

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 companies have good production and business growth and excellent development
potential from 2020 to 2022. 
2.3.2. Customers pain points
Financial pain points: Since the outbreak of the disease in Vietnam, other
industries in general and the construction industry, in particular, have been
severely affected. The epidemic has led to fluctuations in the prices of raw
materials, especially steel. This makes the production and fabrication of
scaffolding difficult and cannot meet the needs of construction contractors. Up to
66.7% of construction contractors have difficulty finding building materials at
reasonable prices while ensuring quality.
Moreover, during the social distancing periods, the operations of
construction enterprises are disrupted. Due to the lack of capacity to maintain the
company, some small and medium construction firms went bankrupt, leading to
consequences for employees and damage to construction works. Big firms also
meet several impediments in maintaining the operations of their organization.
Labour cost and production cost directly increase, and bank loans become more
stringent.
Weather conditions and natural disasters such as storms, floods and
landslides have significantly affected the productivity of 58.3% of construction
enterprises. Natural disasters have caused heavy damage to construction works
and houses. This leads construction businesses to invest more to rebuild works
and family houses and support people affected by natural disasters.
Productivity pain points: The number of approved projects decreased. The
products that businesses provide are not diverse, unable to meet the needs of
people, especially in the housing segment. In addition, the lack of investors in
projects causes construction works to stall, especially in large industrial zones.
This makes contractors face many difficulties to improve the productivity of the
business.
Process pain points: In addition, the problems of administrative
procedures, legal documents or the bidding process also cause significant
obstacles to the development of construction enterprises. 

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2.3.3. Customer insights
Currently, the goal of construction businesses is growth. In order to achieve
that goal, they want to find suppliers who can offer construction equipment at
reasonable prices while still ensuring quality. Besides, construction businesses
also aim to cut costs and optimize profits. The reason is that the real estate -
construction - building materials industry in the next 12 months is forecast to
grow about 43.2% compared to 2020 and will account for about 36.4% market
share in some market segments in certain areas.
2.4. Zamaki analysis
2.4.1. Strengths
In terms of experience: Zamaki has years of providing top-notched services
& product:
 6 years of experience in designing technical solutions
 5 years of experience in leasing of construction equipment
 In terms of prevalence: The company has made nation-wide
establishment:
 Established in 22 provinces nationwide (e.g: Quang Ninh, Hai Phong,
Thanh Hoa, Da Nang, Khanh Hoa,...
 90 successful implementations for construction projects
 A top-of-mind company for top-notched clients
 In terms of partnership: As a result of its high-quality product and
experience, Zamaki has a wide and reliable network of partners and clients:
 Cooperate with top 15 of national and international general
construction company
 Offering services and products for top-notched clients, such as
Vinaconex, Hicon, UDIC,...
In terms of products & services offered:
 High-quality Ringlock scaffolding models
 Ringlock scaffolding model for supporting purpose
 Ringlock scaffolding model for moving purpose
=> Ringlock is built with fewer main components which lead to a
significant reduction of commissioning quantities. Up to 80% of the material is

18
reusable for different applications. This will reduce investment costs and increase
utilization rates while benefiting from an assembly sequence that follows the
same principle for all applications. A high return on investment is also
underlined by the hot dipped galvanizing on structural components.
Ringlock is considered one of the most sophisticated and complete
scaffolding systems on the market, and is the most reliable and efficient
scaffolding available.
 Ability to offer consulting services about construction design, erection
and maintenance of scaffolding at the construction site (Capability of design
consultancy): Other companies only approach the contractors at the stage of
deploying and installing the scaffolding at the construction site. They would
often deliver the spears to the contractor’s construction site, and let the contractor
install them themselves. But Zamaki can consult the contractor to build and erect
scaffolding. Zamaki can directly guide the subcontractor teams of the general
contractor through the work, thus ensuring faster operation and optimizing the
scaffolding installation space. They would regularly contact, interact with the
project management, usually from 1 week / 1 month to see their construction
progress. During the return process, the investor often requires the general
contractor to hand over the ground very quickly for other contractors to come to
continue the construction of that project. With other companies, when they have
finished packing the spears, they will come and collect them. However, Zamaki
would consult both the baling plan and the arrangement of goods at the
construction site to optimize the space for the investor and the contractor.
 Another point worth noting is that Zamaki can ensure long-term
commitment on volume and price: Zamaki follows the contractors from the
bidding steps to commit to a constant price throughout the construction process,
ensuring that the amount of goods committed will be the same for the general
contractor.
 Successfully implement several large projects, including:
 Housing project highlights: Sunshine City - Nam Thang Long Nam
Tu Liem District, Hanoi; VinCity Grand Park District - HCMC; Celadon City -
Tan Phu District, HCMC;...

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  Industrial project highlights: Hoa Phat Steel; Vinsmart Plant - Hoa
Lac High Tech zone; CJ-SC Flour Mill Plant - Ba Ria - Vung Tau;...
 Commercial Complex Highlights: Marriott Hotel, Vinhome Imperia
Hai Phong, Vinhome Metropolis, Vinhome Skylake,...
2.4.2. Weaknesses
 Limitation in marketing activities:
As many other construction company’s operation structure, Zamaki doesn’t
have a marketing department:
Although the company operates on a B2B basis, a suitable marketing plan
is needed for the company to build its profile and brand identity. Thus, this is
considered a weakness.
 Lack of access to other touchpoints in the value chain in general: As a
construction company, Zamaki focuses on providing the best products and
continuously enhancing the technical field. However, it is also important that the
company widen its concern to other value-added activities in the value chain, for
example: customer services. The case of Range and Civil Construction, has
proved the importance of customer services in the construction industry: LLC
has always had customer service as a key company focus, and the company grew
from $0 to $16 million in terms of revenue.
2.4.3. Opportunities
Market opportunities: Nearly half (46 percent) of engineering and
construction executives note that new public infrastructure work will be a
significant part of their business, and 14% are looking to form public-private
partnerships to access these opportunities.
2.4.4. Threats

 Strong market competitors: Sugiko, G18, Saki,... threaten to take the

market share
 The COVID-19 pandemic leads to market decline, delay in projects,
as well as the slow-down of many construction company, which directly affects
Zamaki: The Vietnam State Audit survey results showed that 48.6% of

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 construction enterprises said that the business situation in the second quarter of
2021 was more difficult than in the first quarter.
Chapter 3: Strategies & implementation
3.1. Products and consulting services strategy
3.1.1. Ringlock’s quality improvement

Product quality helps to boost a company's competitiveness, yet product

creation takes time. As a result, in order to create a long-term advantage, the
corporation must always conduct research and development. 

Current Ringlock’s scaffolding advantages:

 Bearing capacity: higher than wedge scaffolding, Ring lock

scaffolding is improved on wedge scaffolding to boost load carrying capacity
thanks to the brace connection that embraces the tree to support the back.
 Safety: The Ringlock scaffolding system's linkages improve the
ability of the scaffolding struts. Ringlock scaffolding also features a cross brace
between the frames, which is the most significant advantage it has over wedge
scaffolding. Because it is more technologically advanced than traditional
scaffolding, every construction scaffolding will eventually transition to this
Ringlock scaffolding system. 

 Ease of dismantling: The momentum bar is made of simple materials

and is simple to assemble. The number of beam-supporting trees between the
floor cells is greatly reduced, allowing for more convenient and airy construction
work manipulation.

Within the scope of our study, we offer a scaffolding inspection and

maintenance plan with the purpose of achieving two key goals: boosting
scaffolding safety and maximizing the company's return on investment.

Inspecting scaffolds

For Ringlock from which a person or thing could fall more than 4 metres:

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  The scaffold must not be used unless there is written confirmation
from a competent person that they have inspected the scaffold and construction
of the scaffold is complete

 The scaffold and its supporting structure must be inspected by a

competent person:

o Before the scaffold is used after an incident has occurred that might
affect the stability of the scaffold

o Before the scaffold is used after repairs 

o At least every 30 days

 If an inspection indicates that a scaffold or its supporting structure

creates a risk to health or safety:

o Any necessary repairs, alterations and additions must be made

o The scaffold and its supporting structure are inspected by a competent

person before the scaffold is used

 Unauthorized access to the scaffold is prevented while the scaffold is

incomplete or unattended.

Ringlock with a fall risk of less than 4 metres should also be inspected
before use and after any incident, repair, alteration or addition.

Inspecting scaffolds at a workplace is particularly important when the

scaffold is in place for a long period of time. 

Implementation:

- Handover inspections

o Once a scaffold has been erected a handover inspection should be

completed to check that the scaffold is safe to use. Where written confirmation
from a competent person is required this usually takes the form of a handover
certificate. 

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 o If alterations, repairs or additions to the scaffold are required a further
inspection should be completed and a new handover certificate provided.

o The handover certificate should be kept at the workplace until the

scaffold has been dismantled.

- Post-handover inspections:

 Regular post-handover inspections should be completed once a

scaffold is in use. How often these inspections are done will vary depending on
the type and size of the scaffold, scaffold use, workplace conditions, the weather
and any risk of scaffold collapse. 

 Scaffold inspections must be completed every 30 days for scaffolds

with a fall risk of more than 4 metres. The designer or supplier of the scaffold
should be consulted on the intervals for inspection when the scaffold is first
installed.

 If an inspection identifies a problem with the scaffold, access to the

scaffold must be controlled and any necessary repairs, alterations and additions
completed. Once the work is complete the scaffold must be inspected again.
Where written confirmation from a competent person is required a new handover
certificate should be provided.

 Regular scaffold maintenance should also include inspections of

stored scaffold components as well as those in use. Scaffolding stored in areas
exposed to the weather can become corroded. Each item of scaffolding should be
inspected before being incorporated into a scaffold.

 Inspection records should be kept at the workplace or be readily

accessible near the scaffold should they be required. Inspection records should
include the location, comments, date and time of inspections, relevant design or
specification reference and the person who carried out the inspection.

- Suggested scaffold inspection checklist:

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1. Scaffold vicinity
 Has public protection been provided?
 Have safeguards against overhead electric lines been provided?
 Is there control over vehicle movement?
 Is there control over crane operation?
 Are there controls for storage, handling and using hazardous substances? 
 Are scaffolds erected a safe distance away from trenches or excavations? 

2. Supporting structure
 Is the supporting structure in a safe condition?
 Does the supporting structure have satisfactory strength?
 Are there controls to prevent deterioration of the supporting structure?
 Are all measures to strengthen the supporting structure satisfactory?
 Is the risk of the supporting structure being overloaded from other sources
satisfactorily controlled?
 Is the scaffold built on solid ground? 
 If built on soft ground are soleboards used to properly distribute the load? 

3. Soleboards and baseplates

 Are there enough soleboards?
 Are the soleboards of suitable material and in a serviceable condition?
 Are the soleboards secure?
 Are there enough baseplates? 
 Are the baseplates of the correct type? 
 Are the baseplates serviceable and of suitable dimensions?
 Are the baseplates secure? 

4. Scaffold structure
 Are the standards bearing firmly?  
 Are the standards plumb or as designed?  
 Are the longitudinal standard spacings correct?  
 Are the transverse standard spacings correct?  
 Are the joints in standards correctly positioned?
 Are the joints in standards correctly secured—special duty or hung scaffold?
 Are the ledgers level or as designed?
 Are the ledgers continuous or as designed? 
 Are the lift heights correct?
 Are the horizontal ledger spacings correct?
 Are the ledgers correctly secured?
 Are ledger joints correctly positioned—tube and coupler scaffold? 

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  Are the joints in ledgers correctly secured—tube and coupler scaffold? 
 Are there enough transoms or putlogs?
 Are the transoms or putlogs correctly positioned and secured? 
 Is the bracing satisfactory?
 Is the scaffold stable?
 Are the ties correctly positioned and correctly fixed?  
 Has mixing of components been approved in writing by a competent person? 

5. Platforms
 Does the scaffold have the required number of working platforms? 
 Are the working platforms at the required locations?
 Are catch platforms correctly positioned?
 Are the platforms and supporting scaffold constructed for the relevant duty
live loads?
 Are the platform dimensions suitable for the intended work?
 Is there satisfactory edge protection?
 Are the platforms correctly constructed?  
 Are planks secured against wind? 

6. Entry and exit

 Is there safe entry and exit to every scaffold platform?
 Are temporary stairways correctly installed?
 Are portable ladders of an industrial grade, serviceable and correctly
installed?
 Are entries, exits and access platforms correctly installed? 

7. Containment sheeting
 Has the scaffold been designed for wind loading on containment sheeting?
 Has the retention of rainwater and its effect on increasing weight been
considered?
 Are the fixing ties secure?  
 Are there rips or tears?
 Are the overlap joints satisfactory? 

8. Mobile scaffolds
 Is the supporting surface hard and flat?
 Is the area of operation free of overhead electric lines and other hazards?
 Are floor penetrations covered?
 Are the castor wheel locks in working order? 
 They should be locked at all times, except during movement of the scaffold. 

9. General fitness for purpose

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 Is there provision for material handling?  
 Are the clearances between the scaffold and adjacent structures correct?
 Is there protection from falling debris?
 Has the scaffold been safely designed to support attachments?
 Are approaches and platforms effectively lit?

- Suggested scaffold handover or inspection certificate:

Scaffold supplier/erector Client

Certificate No: Client Name:

Company Name:
Address: Address:

Site Address:
Contact Phone: Contact Phone:

Fax: Fax:
Project Details

Project/Reference Number:
Description of area handed over:

Drawings attached:
Intended use of scaffold:

Duty Classification:
Number of working decks:

Top working platform height:

3 m Bays: 2.4 m Bays: 1.8 m Bays:

1.3 m Bays: 0.8 m Bays: Access Bays:

Plant Design Registration Number: Additional Details:

Handover Inspection of Scaffold

Name:  Signature:

High risk work licence No:

Time: Date:

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 Acceptance – on behalf of the client

Name:  Signature:
Date:

3.1.2. Scaffolding maintenance

Scaffolding maintenance activities:

 Clean scaffolding equipment before storage

It’s vital that scaffolding equipment is stored in a location that is safe from
the elements when it’s not being used. Dismantling scaffolding correctly is also a
key step to ensure that no unnecessary repairs or replacements are required when
the scaffolding needs to be assembled again. Keeping all the scaffolding parts
organized will allow you to quickly and easily assemble the scaffolding when the
next project arises.

Once the scaffolding has been dismantled, it’s crucial that it’s cleaned
thoroughly with a garden hose or power washer to remove any foreign objects
such as paint, mud, stucco, or other materials. If the power washer isn’t able to
completely clean your scaffolding equipment, you should consider using a sander
to remove any accumulated debris. Ensuring that no contaminants remain on
your scaffolding equipment while it’s being stored is the key to longevity.

 Replace any worn parts

Even the most expensive scaffolding equipment will need parts to be

replaced at some point. This is simply part of the lifecycle of owning any
equipment, particularly that which experiences heavy loads of materials and high
traffic. To be 100% compliant in workplace health and safety, Zamaki must
replace any scaffolding parts that are showing signs of fatigue, such as bending,
splitting, or other signs of wear and tear. When undertaking inspections of
scaffolding equipment on-site and when dismantling scaffolding equipment, it’s
imperative that Zamaki replace any parts which pose threats to worker safety.

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  Use WD-40 to prevent rust and deterioration

When in use, scaffolding is exposed to the elements for extended periods of

time and are therefore prone to varying levels of rust and deterioration.
Considering that all scaffolding parts need to be functional at all times
throughout a project, it is strongly recommended that you purchase WD-40 or a
similar product to use on nuts, bolts, bolt threads, and other removable and
moving parts. This lubrication will greatly enhance the lifespan of your
scaffolding equipment by preventing rust and corrosion. Along with this,
applying WD-40 to your scaffolding equipment will also increase its
functionality, durability, safety, and prevent unnecessary delays during the
project.

Implementation

Here is a brief checklist Zamaki can start implementing to improve the

longevity of your scaffolding parts and accessories:

 Keep moving parts covered and out of the rain: Moisture is your
scaffold’s worst enemy in the long run. By keeping components as dry as
possible, you automatically extend the installation’s lifespan.

 Stack and rack correctly so nothing gets bent: When storing

scaffolding materials, it is easy for rushing and carelessness to lead to
unnecessary repairs or replacements when it is time to set it up again. Make sure
all employees involved in stacking and racking are properly trained to maintain
the equipment. (Professional Tip: Stack items with wedges positioned outside the
ledger heads to avoid bending the wedges.)

 Replace worn parts: Even the highest quality scaffolding available

will suffer wear and tear over its lifetime. That is the nature of enduring the
constant traffic and heavy loads of a busy construction site. Do not rely on
scaffolding parts that are worn, bent, split, or exhibiting signs of fatigue because
safety is no longer a sure thing.

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  Use WD-40 or a like product on bolt threads and nuts to prevent rust
and lock up: It is important to ensure any moving or removable part remains
fully functional. This improves safety, maintains efficiency, avoids unnecessary
slowdowns during a project, and extends the life of the scaffolding.

 Remove any mud, concrete, stucco or foreign materials from items

before racking and storing: This simple cleanup procedure keeps materials
looking newer and more professional while stripping away any contaminants that
could potentially hide damage or weathering that should be addressed prior to
starting the next job. It also ensures you are not storing scaffold away with added
moisture trapped inside

3.1.3. Replace other Ringlock Scaffoldings with Zamaki’s Ringlock Scaffolding

Consulting Service of Scaffolding design and construction solutions

While quality enhancement for the Ringlock product is a long-term process,

in the short term, we can simultaneously develop supplementary service. We use
this as a key lever in making Zamaki THE perfect scaffolding design and
construction solutions. 

Regarding the process and characteristics in the current scaffolding rental

service, other companies only approach at the stage of deploying scaffolding
installation at the project. In more detail, they usually only assign scaffoldings to
the general construction contractor, so that the general contractor will install it, in
terms of the process, the scaffolding companies usually only bring the
scaffolding to the work and come to the work to receive the scaffolding. During
the installation process, other units are unable to consult on safety during the
installation process. In the process of returning, when the scaffolding is closed,
they come to the construction works to bring back.

On the other hand, through the service that designs and consults scaffolding
installation and scaffolding construction methods, Zamaki incentivizes clients to
provide maximum value and add more Ringlock Scaffolding.

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3.1.4. Leverage consulting service with tailor-made solutions: Zamaki should
leverage the service to maximize the customer value

The procedure of consulting service: 

 Long-duration working time contract:

Most general contractors are highly concerned with construction

scaffolding, construction scaffolding measures to ensure the safety of their
construction workers. Therefore, Zamaki will follow the general contractor from
the bidding step with the investor, they will have to compete with other
contractors, have to plan construction layout materials, and price plans. Because
Zamaki followed them from step to step up to the construction and bidding plan
as such, Zamaki was then able to plan the design, construction of scaffolding and
price plan, so as best to suit the plan of the general contractor. At the same time,
Zamaki can commit to constant prices during the construction implementation
process, ensuring the amount of committed goods is constant for the general
contractor with a high level of prestige.

During the installation process, Zamaki can directly through the work of
guiding the subcontractor teams of the general contractor, guiding the
construction of scaffolding, thus ensuring faster operation and optimized
scaffolding installation.

During the recovery process, Zamaki can advise both the package plan and
the arrangement plan at the project to be able to optimize the area for the investor
and the general contractor. As a result, the investor and the general contractor
can quickly return the premises for other construction units to come to continue
the construction of that work.

 Short-duration working time contract:

Throughout the process from the construction assembly plan, to the

construction and finally the recovery process, the general contractor can use
Zamaki's consulting services in each individual or in all three processes. The
reason given is that because the scaffoldings are supplied by Zamaki, Zamaki

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 will have the deepest understanding of the characteristics of Zamaki's scaffolding
products.

After approving the cooperation and receiving a request from the enterprise,
Zamaki planned to design the construction or installation of scaffolding or
recover the scaffolding. If participating in the planning process, Zamaki will
participate in the design and advice on safety during the construction process. If
participating in the construction process, Zamaki can directly through the work
of guiding the subcontractor teams of the general contractor, guiding the
construction of construction scaffolding, so it can ensure faster operation and
optimal construction of the spear installation. If participating in the recovery
process, Zamaki can advise both the plan to file the lawsuit and the arrangement
plan at the project to be able to optimize the area for the investor and the general
contractor.

How the consulting service can maximize the customer values

- Consulting Service of Scaffolding design and construction solutions:

facilitates opportunities to raise long term partnership with construction
contractors within the price and quantity commitment.

- Incentive: tailored service that helps Zamaki can meet the demand of
customers flexibly and simultaneously provide the highest value to them to add
more Ringlock Scaffolding 

These two mechanisms can help Zamaki open long term partnerships as
well as provide a higher value to the customers.

Deployment: Zamaki should execute the following implementation steps in key

customer segment and new potential touchpoint in the value chain

Criteria for implementation in specific building contractors

The way to implement the project: Ensuring property safety (How

workers transport scaffolding, control devices, product protection monitoring)
because scaffolding are of great value 

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 Strong financial capacity: Ensuring the flow of rental cash

Implementation focus by segment

DELTA, UDIC, UNICONS, ECOBA, VINACONEX, PHUC HUNG

Holdings or FECON are top construction companies that are in the middle and
bottom line among top 10 building contractors. Therefore, Zamaki should
address these key markets first. Zamaki should deploy pilot tests in these
companies before scaling up. 

Some KPIs we suggest to measure are:

 Number of rented Scaffolding/Total number of Scaffolding for rent

 Number of building projects

 Number of times cooperation of current partners 

 Number of times cooperation of new partners 

Driving initial approach to new touchpoint

Consulting Service of Scaffolding design and construction solutions not

only open the opportunities for long-term partnership with construction
contractors but also open new partnerships with new touchpoints in the value
chain which are the Project Investors with some famous names such as
Vinhomes, Sunshine, Novaland,... Instead of approaching only Building
contractors after they win the bid from project investors, Zamaki can approach
these project investors during bidding period to get fixed role as the Scaffolding
Supplier or even, bidding period is also the time that Zamaki can approach
potential construction contractors of this project to raise a long duration
partnership.

3.2. Customer service strategy

3.2.1. Overview of customer value chain:
In the book “Unlocking the Customer Value Chain”, Professor Thales
Teixeira explains it as a framework of all the steps or activities that customers

32
 have to go through to acquire products and services. The customer value chain
then helps to map the journey of our customers from their viewpoint.
According to Thales Teixeira in the FourWeekMBA interview, the value
chain is “a conceptual idea that explains in a framework all of these steps or
activities that customers have to go through in order to acquire products and
services.”
3.2.2. Customer’s insight research
Overview: use customer data to understand and engage with real-life
customers
Implementations:
We can use live chat so that the customer service staff immediately receive
notifications when any customers visit the website, leave questions about
products, shopping methods or other services. related issue. Live chat is not only
a powerful assistant in e-commerce, it also shows that the company is always
customer-centric by deeply understanding the immediate needs of potential
buyers. In addition, all customer data, from name, email, phone number can also
be stored on live chat depending on custom settings, creating a convenient
customer data system for remarketing or taking care of customers after ordering.
3.2.3. Some solutions increase product value through customer experience
3.2.3.1. About lead time: Improve the customer service:
Overview:
Accelerating the shopping experience isn't just about fulfilling orders. This
also means how quickly Zamaki can support customers. The faster you reach
your customers, the more likely they are loyal to you. On the contrary, the longer
you make them wait, the more likely they are to change their mind and choose
another retailer.
Implementations: 
 Staffs need to support customers as quickly as possible
 Share demand forecasts with your suppliers: Right now, Zamaki is in
an industry that naturally fluctuates, thus orders may change from month to
month. In order to keep the suppliers prepared for larger-than-normal orders, let
them know that the company is expecting an increase in demand as early as

33
 possible. This helps to ensure that they’re not only prepared to handle an
exceedingly large order but also prepared to do so as quickly as possible.
 Use Inventory Management Software: Zamaki should hit the “easy
button” and reduce the chance of human error that happens whenever there are
multiple spreadsheets involved, consider investing in inventory management
software. There’s some software solutions out there for every budget, and
utilizing these tools can help the company control the supply chain with a lot less
headache.
3.2.3.2. About a gratitude program
This practice is used by many companies to bring customers back,
especially in highly competitive industries. They implement gratitude programs
to motivate customers to shop next time. Ultimately, programs increase brand
value because customers know they're getting more than just a product. 
Implementations: 
Company can offer percentage discounts, awards or recognition.
3.2.3.3. About accompanied services: Offer personalized services to customers
Overview: 
Most of Zamaki's clients are major construction contractors in the industry,
such as Vinaconex, UDIC, Hicon, etc. These are enterprises specializing in large
and high-quality construction projects, which require modern application
technology and a high level of innovation.
Therefore, the demand for their scaffolding rental is also extremely high. In
addition to the need for a high-quality scaffolding system, each of their
constructions has unique requirements, ranging from maintenance, restoration or
new construction – all demand personalized attention, consistency and a strict
adherence to compliance standards. Therefore, we recommend Zamaki to
provide customized services for each contractor, especially for large & close
contractors to be able to meet their special needs. Currently, there are many
scaffolding companies around the world that also offer personalized services. 
Implementation process:
Zamaki can organize working teams to take care of each contractor’s
construction project, from the sales phase to the scaffolding deployment stage.

34
 The personnel of these teams will be responsible for taking care of certain large
projects and contractors, based on their expertise, as well as the characteristics of
each project.
Therefore, these personnel teams will have a long-enough time to work
with certain construction contractors, thus understanding their clients, as well as
the construction projects on an in-depth level. As a result, they can offer
personalized care to the clients, achieving a higher satisfaction level. At the same
time, they also help Zamaki build long-term relationships with major customers.
3.2.3.4. Enhance after-sales care & services: Ensure the quality of scaffolding
system through inspection and maintenance service
Overview:
Besides the pre-sales and implementation phase, the after-sales phase also
plays an important role in retaining Zamaki’s customers. Thus, they should
provide post-project maintenance services to customers. Many companies
providing scaffolding rental services in the world (e.g. Molecular Scaffold Sales
Australia) also pays great attention to this service. Therefore, we recommend
Zamaki to provide after-sales service to customers, including providing
guidance, suggestions and solutions to ensure customers are working safely at
heights.
The quality of the scaffolding system is one of the key factors for
contractors to make the decision to rent scaffolding systems. In addition to
improving their product quality, Zamaki can also ensure the quality of
scaffolding by providing inspection and maintenance service during the rental
deployment.
Implementation process:

35
3.3. B2B Marketing strategy
Until recently, though Zamaki has been a top 3 supplier in the scaffolding
industry, the profit mainly comes from loyal customers such as Cotecons, Udic,
or Vinaconex. The company is facing a problem with its brand identity when
there is insignificant information about Zamaki on the Internet. This issue can be
an impediment for Zamaki to approach more customers if it wants to surpass its
strong competitors in the scaffolding market. Therefore, in order for Zamaki to
attract more segments of customers and increase its market share, our team
would like to give some B2B marketing recommendations for the company. First
we suggest that the company focus on enhancing digital marketing platforms.
When Zamaki has asserted its position through these B2B strategies, the next
step is to plan for a pre-sales approach. 
3.3.1. SEO Improvements
Overview:

36
 SEO stands for Search Engine Optimization, it is the process of improving
a firm’s site to increase its visibility when people search for products or services
related to their business in Google, Bing, and other search engines. The better
visibility the pages have in search results, the more likely the firm is to garner
attention and attract prospective and existing customers to its business.
SEO is a fundamental part of digital marketing because people conduct
trillions of searches every year, often with commercial intent to find information
about products and services. Search is often the primary source of digital traffic
for brands and complements other marketing channels. Greater visibility and
ranking higher in search results than your competition can have a material impact
on your bottom line.
Implementation:
Content marketing: This is one of effective tactics to leverage the brand
identity. Content marketing helps position your brand as an authority to both
search engines and users. In fact, content strategy has proven to have a major
role in B2B manufacturing marketing and manufacturing web design. Both of
these work together to improve SEO for manufacturers and drive organic search
traffic. By regularly publishing highly educational and updated content, you
show your subject matter expertise and help users make more informed
decisions.
 The very first step of content marketing in SEO is to identify
keywords. Zamaki needs to find keywords and phrases that the target audience is
using to search for the firm on the search engines. The company needs to create
an amount of content that can appear on the first page of every search engine,
especially Google. As Zamaki’s customers are mainly Vietnamese construction
contractors, the company should analyze what keywords or phrases they will use
when they search for a product. If Zamaki can understand this searching
behaviour of customers, then the company can improve the site’s authority and
relevance. Zamaki can consider several keywords or phrases such as “Ringlock
scaffolding”, “High-quality Ringlock scaffolding”, “hot-dipped galvanized steel
scaffolding”, “Where to buy high-quality Ringlock scaffolding?”,... 

37
  When Zamaki has identified its keywords and phrases, the company
should begin to create engaging and valuable content that answers customer’s
questions. For example, blogs or sites that can provide customers not only
product information but also related news about the scaffolding industry. Zamaki
can create blogs on the company’s website or build additional website pages or
long-form content like eBooks and white papers. It will become easier to drag
customer’s attention if the content is diverse and carries the insights of
customers. 
 Building new content around keywords and phrases can be practical
in a certain period of time. However, search results will be irrelevant and
obsolete if they are not updated on a regular basis. After Zamaki has created
high-quality content that its target market needs (and wants) and has attention-
grabbing headlines to engage them and encourage them to read further, the
company should go back and review everything it wrote. In the review, look for
additional places where the company can naturally place keywords. For example,
on a page about scaffolding price, “high-quality Ringlock scaffolding with the
best price” could be changed to “Zamaki can provide you high-quality Ringlock
scaffolding with the best price.”
Link-building: This type of strategy is đeicated to off-page SEO. It is the
process of attracting inbound links (also called backlinks) to the website from
other sources on the internet. As a general rule, sites with more authority that
link back to the content have a more significant impact on a company’s rankings.
Zamaki can start by sharing links with local businesses in exchange for links to
their own sites, or write a few blog posts and share them on different social
media platforms such as Zalo, LinkedIn. Zamaki can also approach other blogs
for guest blogging opportunities through which the company can link back to its
website.
Improving user experience: SEO does not only focus on the number of
results that are shown to customers but also concentrate on bringing users the
smoothest experience. There are two ways to enhance customer experience,
which are using the highly impact and low impact techniques.

38
  High-impact technique: Increasing its website loading speed and
checking the web site's mobile-friendliness
 Low impact technique: Detecting 404 errors and broken links;
excluding thin and overlapped contents.
 When executing these SEO strategies, Zamaki’s optimal goal is to
reach out for more customers. Until 2020, there are over 1000
construction contractors in Vietnam, some of them are major clients
of Zamaki. However, in order for Zamaki to surpass its rivals, the
company should approach a larger extent of customers. Through
digital marketing strategies, Zamaki can be expected to increase its
customer network to over 100 firms.
 In specific, the search traffic of the website must always remain above
the average rate, which is 16%. Moreover, the conversion rate should
maintain from 2% to 5% and the number of visits should increase
about 5% through times. 
 Furthermore, when rebuilding the website, the website loading speed
should be less than two seconds and the mobile-friendly score should
be above 60 (Zamaki now scores 53 points). The company must
expect to minimize the broken links and faults in order to facilitate
user experience.
Difficulties when implementing SEO:
SEO results in time-consuming: When a business runs a SEO campaign,
it will take a great amount of time to generate tangible results yet spending great
efforts. The process involves getting contents indexed by search engines which
could take several hours, days or even weeks. Hence, the company has to wait
for a long time to achieve a good ROI.
SEO may require a big investment: Zamaki can run SEO on its own,
however, the company may not achieve its expected objectives. If the company
wants to execute an effective SEO strategy, it needs to solicit and hire external
experts to help to build all organic links and other SEO marketing activities,
which may be a problem to the company’s budget.

39
 SEO provides no full control: The outcome of this method solely depends
on Google. As Google’s algorithm is something unpredictable, it may deliver
results that are opposite from what you are expecting. You have no control of
how much traffic you will generate and what type of traffic you will be getting
from all your SEO efforts. 
3.3.2. B2B Advertising
Overview:
B2B advertising takes place between companies that are typically found in
the middle of the supply chain for any product or service that does not reach the
average consumer. B2B advertising may involve the promotion of products such
as day-to-day office supplies, specific parts used in another company's product,
or services such as human resources consulting or logistics that are primarily
designed for businesses.
B2B advertising focuses on reaching the employees of a business
responsible for making capital decisions, or the individual who is in charge of
purchases. While consumers may be able to make rapid decisions on whether a
product is of interest, businesses are often slower and have to go through a more
complicated process because the cost of products for a business can be high and
may require approval from several levels of management.
Implementation:
Choose the best media channels for the target customers: Zamaki is a
B2B business, therefore, it needs to decide on a media channel that will allow the
company to directly target other businesses. It is wise to avoid pumping absurd
amounts of money into TV and radio ads that are not going to specifically target
those businesses that you eventually want to have as your customers. Online
magazines and newspapers are some of the most effective media channels for
B2B advertising in the digital era. Zamaki can choose which channels to run
advertising strategy based on the legitimacy, popularity among social media
users and quick updateability. Some suggested big media platforms are LinkedIn,
Youtube, Google search or national online news sites such as VnExpress,
Vietnamnet, VnEconomy,...

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 Using PPC to leverage digital advertising: PPC stands for pay-per-click,
a model of internet marketing in which advertisers pay a fee each time one of
their ads is clicked. Essentially, it’s a way of buying visits to your site, rather
than attempting to “earn” those visits organically.
 Optimizing the site: Zamaki should make sure that every click would
take users to a relevant and professional page. The content of the ad must be
engaging yet legitimate to intrigue customers. One essential way to stimulate
users is to create customized landing pages that coincide with the content of the
ad. For example, if Zamaki were running a PPC ad offering renting Ringlock
scaffolding service, then the landing page of the ad should have more details
about the promotion, additional services or something else related to the ad
contents. Furthermore, technical problems with landing pages should be detected
and resolved quickly to optimize the site's conversion.
 Selecting a bidding strategy: With its goals to become the number one
company in the scaffolding industry, Zamaki should consider automated bidding.
Though automated bidding can be a matter of finance, it is an effective strategy
for Zamaki to increase its visibility and site visits. The company can consider the
following tactics to achieve these goals:
 Maximizing clicks: automatically sets the bids to help get as many
clicks as possible within your budget.
 Target impression share: automatically sets bids with the goal of
showing the ad on the absolute top of the page, on the top of the page, or
anywhere on the page of Google search results.
 Choosing wise keywords and phrases: Similar to SEO method,
choosing the right keywords can virtually guarantee the success of this
campaign, and promise the most views, the most click-throughs, the most traffic,
and the most conversions. Zamaki can utilize keyword tools such as Moz and
SEMrush to facilitate keyword research. Another important element of keyword
selection is negative keywords because these will filter out keywords that the
company wants to exclude. 
 By increasing the conversion rate and investing wisely in B2B
advertising, Zamaki can expect to leverage its ROI (Return on

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 Investment) index up to 5% in the next year. Furthermore, the
company can achieve its first page ranking goal and maintain it in the
long run if this strategy succeeds.
 Besides, choosing an appropriate bidding strategy in a PPC campaign
will not only save costs but also increase profit for Zamaki. For
example, if Zamaki pays $10 for a click, but the click results in a $100
sale, then the company has made a hefty profit. 
Difficulties when implementing B2B advertising:
B2B advertising requires a lot of time and effort: The company should
always stay updated about changes in users behavior, and make regular
improvements to achieve the best results.
Technical viewing problems: Website downtime, lags in website or video
loading and browser complications can reduce the number of times consumers
see online advertisements and how well they see them. When technical issues
occur, companies lose the opportunity to broadcast advertisements for their
products and services and may lose potential sales.
PPC can results in several issues:
 Time investment: PPC advertising campaigns require a lot of time and
focus. The business or advertiser needs to invest time into optimizing and
improving the campaigns on a regular basis to get the best results. 
 Skills required: Setting up effective PPC campaigns is not simple. It
requires skills and knowledge about online marketing and how to run online ad
campaigns. In this case, Zamaki should hire an expert instead of running PPC on
its own.
 Costs can quickly add up: If the campaign is not monitored and
optimized on a regular basis, there are high chances that costs would go up
resulting in a less ROI.
 Clicks and visits don't always lead to sales: The number of clicks
looks good in terms of statistics and figures, however, if no conversions it is bad
for the finances and goals

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3.3.3. Website development
Overview:
Developing an effective web presence is imperative for sustainable business
growth. If your company’s website does not appeal to your audience, the digital
marketing efforts will go down the drain. Your website is a critical tool for
building visibility. Potential clients search online to find service providers, and
they need to be able to find your firm’s website in order for you to have a chance
at winning their business. Plus, your website enables you to demonstrate your
firm’s expertise and become well-known throughout the marketplace. Taking
this fact into account, future-minded companies are now increasingly investing in
web development so they can comfortably meet the needs of their tech-savvy
consumers. 
Implementation:
Front-end development: Although Zamaki has its own website, users are
unable to gain any information when accessing it. The reason for this may be
technical, then Zamaki should hire an expert to investigate and detect what
problems its website is having. If the problems cannot be fixed, then Zamaki can
consider building a new website. An engaging and attractive interface can help
users reach their searching goals.
Content elaboration: Besides basic content sections such as home page,
about us, products, contact and language, Zamaki can diversify its types of
content with career opportunities, news or more choices of language. However,
the company needs to make sure that the contents displayed are robust, updated
and consistent with the user insights. Rich content home page can help your
website get higher ranking on search engines. Moreover, if Zamaki wants to get
reviews about user experience, it should set a score scale and let customers
express their feedback when using the website. In this way, Zamaki can assess
the site’s efficiency and the effectiveness of the strategy. 
Increasing mobile-friendliness: Another tactic to increase Zamaki
visibility is to enable its website to work on mobile devices. In this way, users
can get access to Zamaki’s website by using their smartphones or tablets. The

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 company can design a site with features that can adapt to any device’s operating
system. 
 When designing a website, the desired results would be the number of
visits, conversion rate and feedback from users. Zamaki must make
sure that the web development strategy is effective enough to convert
each visit into a sale. As Zamaki’s sales mainly come from direct
marketing, it is advisable for the company to enhance its performance
on digital platforms by increasing the conversion rate. These expected
outcomes can be considered to be similar to those of SEO strategy.
Difficulties when implementing website development:
High hiring and maintenance costs: Building and developing a website is
not an easy task. It requires a lot of time, effort and proficiency to create a
complete website. Especially when your goals are to provide users the best
experience, searching for a prestigious and experienced web developer with a
fair hiring cost seems to be challenging. Moreover, costs of maintaining website
performance should also be considered, as digital platforms often carry a lot of
risks.
Cyber issues: When you develop a website, technical errors are
unavoidable due to a lot of external factors. Poor internet connection, long server
response time, viruses or even hackers can pose great threats to your website. If
the company cannot protect the website from those dangers, all the efforts to
build a website would be a waste.
3.3.4. Email marketing phase in approaching phase
An informative and efficient digital platform will be a good foundation not
only contributing to increase the public awareness of the Zamaki brand, but also
supporting the next customer approaching phase of Zamaki. 
The first step of the sale phase starts with researching & building Customer
Hitlist based on research about targeted customers and using tactics to collect
customers information. In B2B business, hitlist building focuses on making a list
of companies with not only whom Zamaki can connect, but also information on
the target decision-makers of the companies, reach, nurture leads, and later
convert them into clients. In this step, Zamaki has a competitive advantage as the

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company has always been updated about the projects within the market, the
potential buildings that are about to be constructed, as well as information from
the general contractors or the investors. Zamaki has always had access to useful
information from the investment department as well as the contact information of
the decision makers. Because in the past, companies took proactive steps in all
the projects and executed the approaching phase successfully as well as having
close partnership, finding information as well as making a hit list of potential
customers is an advantage for now and Zamaki's data can always be available
and updated when coming to customer approaching phase. 
After hitlist, companies might start reaching the targeted audience. By now,
with the support of a good foundation from digital platforms, it can reduce the
effort of Zamaki in approaching and introducing to customers about companies,
as audiences can research about companies from all the virtual platforms. All the
previous as well as new potential clients can get to know about Zamaki in
advance before officially meeting or negotiating, reducing the business working
time between 2 parties. With this new strategy, the brand Zamaki might get
relevant to the community and it will take companies less effort in reaching
customers. It is always better to let the customers come to you instead of running
after customers all the time. Companies with good image, reputation and brand
can get a lot of attraction and noticement from customers and therefore the
approaching phase can be more optimal.
In addition, another tactic that can be helpful before and during the
approaching phase is using Email Marketing. 
Overview and Expected Outcome:
This is a direct professional platform to reach and propose to potential
customers. Email Marketing is a tried and true method of reaching not only
individual consumers but also business customers. Emails lead to engagement
which turns subscribers into leads and later customers. Besides, 40% of B2B
marketers say the newsletters through Email Marketing are most critical to their
content marketing success. Email Marketing is also a powerful vehicle for
sharing Zamaki brand’s content. This is also an effective next step after
enhancing the digital platform, in order to stabilize the image of Zamaki in the

45
eyes of the community, as well as customers. It is shown that a brand with the
frequency of information through communication channels will increase the
awareness and prestige of the brand. Customers often tend to believe in the
reputation of the brand and from there will research and approach the companies
themselves. It's more important than ever to create and send out effective
Marketing Emails these days especially when companies often focus on this
channel for business work. 
Difficulties when implementing Email Marketing:
However, given Zamaki's present resources, there are still certain obstacles
and drawbacks, such as stiff competition from other firms if they use the same
technique, or the need for Zamaki to obtain an email list. Email Marketing also
has some difficult laws and regulations to follow, and it may take some time to
become acclimated to it and utilize it efficiently. If not used correctly, some
subscribers may report Marketing Emails as spam after subscribing to the list,
causing the sender's reputation to suffer. Last but not least, it will need a
substantial amount of work on the part of the Zamaki team to keep up with long-
term Email Marketing, which may be challenging due to Zamaki's present HR
limitations.
Implementation: The following are some suggestions for Zamaki to make
in order to get the most out of their email marketing:

 Ensure the quality of hitlist building: The success of Zamaki's email

marketing campaigns is dependent on the quality of its email list, so start by
gathering adequate information.
 Maintain proper email list hygiene: Cleaning out inactive subscribers
and email addresses that are no longer in use to maintain a positive sender
reputation for the organization.
 Keep your list warm: Send emails to your list on a regular basis or
follow up with information, recommendations, or reminders to keep your
subscribers interested (warm). Sporadic emailing may cause subscribers to forget
who you are, resulting in low conversion rates.

46
  Define and monitor the Right KPIs: Email marketing is more than just
sending a handful of emails to your subscribers. It also includes keeping track of
the results of your campaigns. Before opting to run, Zamaki must develop and
measure the appropriate key performance indicators (KPIs).
 Using Email Marketing Tools: There are a plethora of beginner-
friendly marketing tools available online these days, many of which come with
comprehensive instructions and customer-friendly features.
 Hire a marketing agency: Email marketing is another service that a
marketing agency can provide for businesses. To save time and effort for current
human resources, Zamaki might consider purchasing a full-service campaign
from the Marketing Agency.

With this digital marketing platform enhancement, our goal is to help

Zamaki significantly raise awareness and get the public to be more familiar with
their brand. Zamaki has a good foundation in terms of product & service,
therefore it is high time for the community to get to know the company. Another
expected outcome for this strategy is that it will also late contribute to the
approaching sale phase and customer service strategy process, which ultimately
make the brand be more close, reliable and familiar to potential customers.

47
 CONCLUSION
According to the context of the national construction industry, COVID-19
has changed the way the country works and accordingly has a significant impact
on the construction sector. Therefore, Zamaki has always strived to strengthen its
design and construction capacity for works of all sizes in all fields to meet the
development requirements of the country, expanding its market share of the
construction industry in Vietnam. By analyzing the pros and cons of ringlock
scaffolding supply, the company is working on optimal solutions to provide for
customers the most complete and convenient service. During the time doing this
report, combining the knowledge gained from the company, our group has
researched, analyzed and learnt a lot of priceless lessons. 
Based on the knowledge we acquired during the internship, our report with
the topic “Developing business and marketing strategies to increase Zamaki's
competitiveness” focused on clarifying the following contents:
 Analyzing the current situation of Ringlock scaffolding supply of the
company. Assessing the pros and cons with the top competitors.
 Giving suggestions and solutions to enhance market volume share in
order to achieve Top 1 in the market.
Due to the limited experience and knowledge, the information our report
delivered may contain inevitable inaccuracies. We hopefully would like to
receive constructive feedback from you as well as from the company so we could
resolve the faults and fully finish our report.
We would like to send our sincere thanks to our lecturer, Dr. Hoang Ngoc
Thuan as well as to all the staff of Zamaki company for helping us to complete
our report.

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