Câu1.

A, The largest retail company in the world

The history of the retail industry turned when Amazon replaced Walmart as the world's
largest retailer outside of China.

Alibaba, China's online retailer, remains the world's largest retailer. But in terms of
market share outside of the most populous country, Amazon is currently at the top.

Driven in part by soaring demand during the pandemic, consumers spent more than $610
billion shopping on Amazon in the 12 months (the fiscal year ending June), according to
FactSet estimates. Meanwhile, on Tuesday, Walmart posted $566 billion in sales for the
12 months ending July.

"It was a historic moment. Walmart has been around for so long, now Amazon comes out
with a different model and takes the number one spot," said Juozas Kaziukenas, founder
of market research firm Marketplace Pulse, comment.

As such, Amazon has usurped the throne as one of the most successful and feared retail
companies of recent decades. Walmart is famous for its cost-optimized retail model that
deeply reduces product prices, a way to help them beat long-standing competitors.

B,.The largest transportation company.

Deutsche Post DHL Group is the world's largest express delivery company and has total
revenue of $68.6 billion. Deutsche Post acquired DHL in 2002. DHL operates various
divisions, namely: DHL Express, DHL Parcel, DHL eCommerce, Deutsche Post
International, DHL Global Forwarding, DHL Freight and DHL Supply Chain.
With clear intentions for the future, the organization has established Strategy 2025 as it
seeks to build a positive trajectory over the next five years. The strategy will focus on
globalization, digitalisation, e-commerce and sustainability. Deutsche Post acquired DHL
in 2002. DHL operates various divisions, namely: DHL Express, DHL Parcel, DHL
eCommerce, Deutsche Post International, DHL Global Forwarding, DHL Freight and
DHL Supply Chain.

Head office: Bon, Germany

Number of employees: 547,459 (Deutsche Post DHL Group)

Revenue: $68.6 billion (Deutsche Post DHL Group)

C,.The largest accomodation company

Airbnb stands for AirBed and Breakfast. Airbnb is a model that connects people who

need to rent houses, rent rooms with people who have rooms for rent.

Eleven years on, Airbnb's website has data on more than six million rooms, apartments

and homes in more than 81,000 cities worldwide. On average, two million people stay at

Airbnb apartments every night. And since 2008, the total number of customers has
reached 500 million people.

London, Paris and New York have the largest number of rooms for rent. And Airbnb

accommodation is available in Mandalay, Ulaanbaatar and Brazzaville.

Last year, Forbes estimated Airbnb worth $31 billion (£23 billion).

 What these 3 companies have in common is to quickly catch up with shopping

trends or people's living needs to develop. They digitally transform, e-commerce
trading tools. With the development of society, people's demand for food and
enjoyment has also increased, catching this mentality, the founders are very quick
to put practical applications to maximize the ability to provide services.
Câu 2: Example of a stragic.
I, Introduction
About two years ago, a social networking application originating from China was causing
shock across the globe with the tiktok brand. TikTok is a Chinese social media and music
video platform launched in 2017, for markets outside of China by Truong Nhat Minh,
founder of ByteDance. Tiktok focuses mostly on videos of 15-60 seconds in length with
rich and disruptive information that has attracted all users, most of which are generation
Z. So what strategies did TikTok have to make such a spectacular leap?
II. TikTok's strategic analysis
1. Create a mobile short video editing tool
First, TikTok completed a short video editing tool on mobile devices, including functions
such as trimming, adding effects and a large music library.
When it came to the realization that many users of the application were only to post
videos to other platforms, TikTok required users to post videos if they wanted to
download them, as well as insert a logo on every video. Influencers on other social
networks such as Weibo, Instagram, YouTube or Twitter all invisible to TikTok bring a
large amount of traffic. Those who initially use the app as an editing tool will gradually
post more after noticing other people start following and interacting with them.
2. Treat creators (video and app content creators) like first-class customers, provide them
with A-to-Z support, including weekly content recommendation emails, 1-1 demos with
employees and directly organize events that encourage collaboration, or even send phone
stands to users.
3. Paying Influencers
Target the social influencers, and quickly build them a source of social capital.
ByteDance partners with (paid) celebrities to sow the seeds of TikTok spreading across
China. Finally, ByteDance entered the North American and European markets by
acquiring Musical.ly as well as all users of that social network. TikTok controls the
allocation of social capital to its most potential users through algorithms such as video
duration, FYP, graphs of followers and traffic.
4. Localize content and creative tools for each market
On the other hand, TikTok also localizes content and creative tools for each market. The
content in the marketplaces got so good that local agencies started looking for talent on
TikTok, which was originally created as a platform to encourage users to create content.
TikTok also allows users to read comments on the bottom half of the screen while the
video is playing. This encourages viewers to interact more with the creators of the
content, which in turn spurs the introduction of new videos in the future.
5. Actively promote content sharing
TikTok has always actively promoted content sharing. After watching the same video
twice, the share icon will light up on the viewer's screen, revealing a sharing page that
takes up about half of the screen. TikTok is optimized for the mobile web, because users
are more likely to be attracted to videos if they get them from a friend, even if they
haven't downloaded the app.
6. Spend heavily on marketing
Finally, ByteDance hit the marketing side hard. The company spent $3 million a day on
user acquisition and PR throughout 2018-2019, beating short video competitors in each
market by spending more money than they did. TikTok spent more than $300 million on
Google ads in 2018; and up to 10 million USD/month in the Indian market alone. Logos
on videos posted on other platforms also support marketing campaigns.
III. Results of the right strategies
At first, TikTok's new user retention rate was only 10% for 30 days. This rate has
gradually increased over time and has fluctuated between 28-40% since the beginning of
2019. Starting from the moment new users joined, the large amount of traffic has given
TikTok more views and social capital to distribute. for new content creators joining the
platform.
With the growth of digital platforms, the number of users of TikTok exploded, especially
during a time when most people were isolated at home. TikTok downloads even
surpassed Instagram, one of the largest social networks in the world.