Er Report The Gioi Di Dong Mobile Phone 557

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ER Report The Gioi Di Dong Mobile Phone[ 557]
Enterprise Innovation and markets (Western Sydney University)
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SCHOOL OF BUSINESS
GROUP ASSIGNMENT COVER SHEET
STUDENT DETAILS
Student Student ID
name: TRAN TRUC ANH number: 19924234
Student Student ID
name: NGUYEN QUOC DUNG number: 19719939
Student TRAN PHUONG THAO Student ID
name: NGUYEN number: 20078209
Student Student ID
name: DO HOAI THUONG number: 19919847
Student Student ID
name: NGUYEN TRAN QUYNH TRAM number: 19921118
UNIT AND TUTORIAL DETAILS
Unit
Unit name: ENTERPRISE, INNOVATION & MARKET number: 200911
ASSESSMENT 2:
Tutorial/Lecture ENTREPRENEURSHIP
: REPORT Class day and time: EVERY WEDNESDAY
Lecturer or Tutor
name: DR.HUYNH QUANG MINH
ASSIGNMENT DETAILS
Title: ER REPORT- TheGioiDiDong – Mobile Phone

Due Date
th
Length: 3,819 words date: 10 April, 2020 submitted: 8th April, 2020
Home campus (where you are
enrolled): UEH-ISB
DECLARATION
I hold a copy of this assignment if the original is lost or damaged.

I hereby certify that no part of this assignment or product has been copied from any other
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assignment.
I hereby certify that no part of this assignment or product has been submitted by me in
 another (previous or current) assessment, except where appropriately referenced, and
with prior permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/produced for me by any other
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I am aware that this work will be reproduced and submitted to plagiarism detection software
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database for future plagiarism checking).
Student’s TRAN TRUC ANH
ER PROJECT – Mobile World Ltd, Mobile Phone

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signature:
Student’s
signature: NGUYEN QUOC DUNG
Student’s
signature: TRAN PHUONG THAO NGUYEN
Student’s
signature: DO HOAI THUONG
Student’s
signature: NGUYEN TRAN QUYNH TRAM
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above
declaration has not been signed.
ARO 00398 09/15

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ASSESSMENT 2: ENTREPRENEURSHIP REPORT
Mobile World Ltd – Mobile Phone

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TABLE OF CONTENT
Executive Summary .....................................................................................................5
Evaluation of Current Innovations ..............................................................................6
Current Marketing Analysis .........................................................................................8
Current Microeconomic Analysis................................................................................11
Problem Identification ..................................................................................................14
The New Innovation & Target Market Profile..............................................................16
The New Marketing Mix Strategy.................................................................................18
Reference.......................................................................................................................21
Appendices....................................................................................................................25
Register of Attendance to Meetings............................................................................26
Assigning Team’s Tasks...............................................................................................27
ER Team Peer Evaluation.............................................................................................29

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Executive Summary
Our research focused on examining current innovations, market analysis and

microeconomics of TGDD’s product category – mobile phone and from that, problems
that TGDD is facing are identified. Also, this report suggests another one solution so that
TGDD could maintain its leading position in Vietnamese e-retail industry. More
specifically, TGDD is proved to be a continuously innovative firm with diversified
marketing strategies, new application of technology into its operation which assists them
to be on top of e-phone market in Vietnam. However, because of high competitiveness
from other domestic and foreign enterprises, e-phone retail services is stated to be at
saturated point and TGDD is in fact could not seek any gold opportunity, resulting in a
new solution for a switch into new market e-earphone with its given current resources.

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Evaluation of Current Innovations
In modern society, innovation has been considered as a main role that makes company
survives in competitive market. With innovation, company not only can keep up with new
trends but also expand its business with differentiated products. According to Green (2019),
company involved in innovation contributes to the overall success of business in the future.
In fact, Thegioididong, which is well-known as the leading in mobile phone retail chain in
Vietnamese market, has applied two innovations in the company process, which helps the
corporation to reach customers much more effectively.
Firstly, Thegioididong replaced multi-channel with omni-channel marketing strategy in

selling and distributing its e-products, typically mobile phones. Omni-channel marketing at
Thegioididong provides customers better access to the services offered. The
implementation of the marketing approach allows customers to purchase from anywhere by
giving multiple options (Payne et al., 2017). For instance, an organization can have both
online and physical presence as a means of improving brand recognition and customer
retention. The adoption of Omni-channel marketing at Thegioididong serves as an incentive
for customers to opt for a given seller (Payne et al., 2017). Therefore, it can result in
increased web traffic, translating into high e-phone sales volumes. An organization offering
inventory on omni-channels can cater to a broad range of customer needs, which provides
customers with the necessary flexibility of options and satisfaction.
Secondly, the use of artificial intelligence at Thegioididong could be integral to improve

customer satisfaction through personalized service delivery. Artificial intelligence unlike
Omni-channel marketing, it is a disruptive innovation. The technology enables
Thegioididong to monitor and collect customer behaviour data. The data obtained enables
the provision of services specifically designed for each customer (Minh, 2017). This change
is prompted by industry changes. For instance, artificial intelligence at Thegioididong can
provide information regarding the interests of a given customer. It enables an advertiser to
send adverts specific to needs of the potential customers. Similarly, the technology provides
for the establishment of adequate outreach systems through which sellers can
communicate with potential customers (Nguyen et al., 2019). Collecting and analysing
customer data enables an organization to understand their customers’ preferences and
consumption characteristics, which allows the dissemination of tailored information. For

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instance, using artificial intelligence would enable Thegioididong to determine customers

likely to be contacted via e-mail, texts, and phone calls while providing the frameworks
through which to monitor the effectiveness of various forms of communication put forward
(Nguyen et al., 2019). Sellers can also differentiate first-time customers from renewals and
tell the attitudes of different consumers towards their services.
Both of two innovations bring several benefits to the existing markets. Thegioididong had
appied successfully the omni-channel marketing to their business. Based on the statistics of
Google Analytics, the website of company had attracted 30-35 million visits per month from
2017 up to now(Tra, 2019). This leads to the increase in sales of Thegioididong. Besides,
artificial intelligence creates an opportunity for improving operations. Due to the advance in
technology, “supperapp”, which recognizes as the newest application, will enable
consumers to easily connect with more functions than using the retail chain’s website(Dang,
2020). This technologies improve customer experiences through atrial storage of shopping
information, which significantly reduces the time spent shopping.

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Current Marketing Analysis

Marketing mix has played an important role in exchanging offerings to customers and it has
been widely applied in every company. Current marketing analysis below is the comparison
among Thegioididong, FPT shop and Vienthong A in their marketing mix and this table
shows the way that three of them worked to take the most of shares in Vietnamese e-phone
market.
SWOT
The Gioi Di Dong FPT Shop Vien Thong A
Strengths Ranked the first in the -Successful -Long-standing

market share of mobile application of brand with much
retail (45%) enterprise resource experience in
planning. Vietnamese retail
-Customer services market since 1997
system is highly
evaluated -Warranty and
Repairs service
-Promotion is more centres (V-care)
effective than are located across
competitors the country
-Website is designed
to bring more
convenience to
customers.
Weaknesses - Distribution The same with -Few promotional

channels are still Thegioididong activities
not catching up to
rural areas
Opportunities - Vietnamese e-retail sales growth rate is predicted to rise 11.9% in

2020.
-Demand rises due to continuous innovation of mobile phones from

Apple, Samsung, Oppo.
Threats -Higher competitiveness from both domestic and foreign enterprises
-The mobile phone retail market is stated at being the saturated point
=> The cake is not delicious anymore => switch into other fields, for
example, TheGioiDiDong and FPT Shop started to e-watch (sell
Apple’s watch)

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TheGioiDiDong FPT Shop Vien Thong A
Product -Each product is attached -Vision: Quality -Vien Thong A

with the label of their is always what offers
manufacturer or distributor. makes smartphones
TGDD needs to tighten the customers need from many Marketing
relationship with suppliers the most so thisbrands such as Mix
for the purpose of attaching is also what FPTApple.
their brand label onto the always take careSamsung, Sony,
products created. of. Oppo, Huawei,
Honor. They
-brand positioning strategy -Service of FPT focus to sell
focuses on the difference in is also their smartphone
quality and thoughtful pride as their from Chinese
warranty service, customer manufacturers
implementation commitment service system because these
to sell the authentic is their top smartphones
products, bring the priority to bring have lower
satisfaction to customers the most prices
and create brand’s loyalty. satisfaction to compared to
customers. those from big
Sales policy “1 brand such as
Change 1” or Samsung and
after-sales Apple, but they
services are have the same
rated by the or even more
customer as one functions and
of their favorited trendy design.
points in FPT
Shop.
Place -TheGioiDiDong owns a -FPT Shop -Vien Thong A

chain of 1771 stores across owns a chain of owns a chain of
Vietnam. Besides they also 652 stores 259 stores
sell via online across Vietnam. across Vietnam
channel(thegioididong.com). Besides they
TheGioiDiDong nationwide also sell via
coverage has made a great online channel
influence on customer’s (fptshop.com.vn)
mind.
Price -Low-price strategy for - Not much - Not much

mid-range product line as difference difference
customers for this product with other 2 with other 2
line (from 5-7 million VND) competitors competitors
accounts for a relatively
high proportion, who are
students and workers.
-For premium product
lines, they offer slightly
higher prices and provide
more considerate care for
this segment. It is because
the customers buying this
product line care much
about their interest in latest
trend but not the price ER PROJECT – Mobile World Ltd, Mobile Phone
9
(Apple, Samsung Galaxy)
from 20-25 million VND.
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Current Microeconomic Analysis
To lead in any market, business itself must deeply understand the behavioural process of
buying goods and services from the end-customer, how interactive between the quantity
demanded and price purchased for each time the end-customer looks for any product. That
is all about the importance of studying microeconomics and it would be applied to the case
of Thegioididong.
Market Structure
Thegioididong, Vien Thong A, and FPT Shop are the three largest retailers in Vietnam’s
mobile retail market. Thegioididong is one of the fastest-growing firms, has expanded its
share of the market from 21% in 2013 to 30% in 2015 (“Mobile World Investment,” 2016).
Eventually, the retailer currently holds the top position and controls up to 40% of the market
(Le, 2016). According to Le (2016), Thegioididong remains unstoppable owing to its
innovative approach to business. For instance, the company grew its revenue by 60%
between the years 2014 and 2015 to earn
VDN 25,250 billion up from VDN 15,800
billion. In 2018, Thegioididong generated a
total of VND 35,000 billion (“Nguyen Kim,”
2018). FPT Shop and Thegioididong pose
as some of the most significant competitors
to the market leader, Thegioididong. FPT Shop serves as the second-largest retailer,
controlling approximately 14.9% of the market. Like its rival Thegioididong, FPT shop
increased its revenue from VND 5,200 billion to VND 7,800 billion between the years 2014
and 2015, which further grew to 13,100 billion in 2017 (“FPT Retail,” 2018). Lastly, Vien
Thong A controls nearly 5.3% of the market. The company closed the year 2018 with
revenues amounting to VND 4,600 billion (“Nguyen Kim,” 2018). With higher revenue and a

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larger number of retail outlets spread across various Vietnamese provinces and cities,
Thegioididong remains the leader in the consumer electronics market.
Competition
Competition in Vietnamese e-phone retail market is growing stiffer with the rapid expansion
of the few large retailers. Thegioididong, Vien Thong A, and FPT Shop strive to outdo each
other by focusing on increasing the market share. Thegioididong mainly invests in improving
access to its products and services as a
means of growing its customer base. The
company manages retail outlets in 63 cities
across all provinces in the country, thus
bringing its services closer to consumers
(Nguyen, 2019). Additionally, the company
offers competitive and discounted prices; for example, the company sells the Realme 5i and
iPhone 11 Pro at 3’690,000 VDN and 31,890,000 VDN instead of 4,200,000 VDN and
33,000,000 VDN, respectively (“Thegioididong,” 2020). On the other hand, FPT Shop relies
on a myriad of factors to attract and retain customers. Lastly, Vien Thong A boosts its
revenue through online sales practices. All of them share most of their marketing strategies;
However, Thegioididong attracts more customers by providing more convenience through
discounted prices and nationwide coverage.
Barriers to Entry
Vietnamese e-phone market is stated to be at saturated point, as being one of the most
factors destroying new players to the Vietnamese market. The market is becoming
oligopolistic, whereby a few established firms, such as Thegioididong, FPT Shop, and Vien
Thong A, control a substantial share of the market. This market characteristic hinders new

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businesses from accessing the market (Le, 2016). Surviving the competition presented by
established firms requires new entrants to put in place numerous adaptations, which
significantly increased the capital costs and the operational costs. Service innovation serves
as a vital competition tool in the market; however, the cost of innovation increases the cost
of entry and operation for new entrants. Unlike their established counterparts, new
businesses scarce to innovative practices as well as being at profitability risk (Truong,
2019).
Patterns of Demand and Supply
Based on Vietnam’s salary report in 2019, demand for electronic products and services is
projected to increase significantly in the next five years. The market features indicate a
relatively inelastic demand: that is, the growth of
income levels makes the market still less sensitive to price increments, implying that higher
prices are likely to result in a minimal decrease in demand.
Problem Identification
With the evaluation of current innovations, current marketing analysis and current
microeconomics analysis above, key points are clearly identified. First, the domestic mobile

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market has shown signs of saturation and in Vietnam where most people already own a
phone, the negative growth has been predicted by many experts. This has led to certain
concerns for retail chains and phone makers when the market is no longer potential.
Second, in mobile phone retail market, Thegioididong, Fpt and Vien Thong A still the giants
in influencing this industry and in the future, this rank would be predicted to continue by
focusing on improving customer loyalty. Third, among these three brands, many marketing
strategies and communications are well conducted, enhancing the brand identification in
mindset of Vietnamese people.
Through analysis of our team’s research, Thegioididong specialized in their customer

service by customer-centralization mindset and “promise-to-do” attitude by providing and
improving a lot of incentives and sales promotion to assist end-customers get better deals.
By this way, many Vietnamese customers love incentives and they responded very well with
that promotions. In the long term, Vietnamese market understood and accepted
Thegioididong in mobile retail market as a first-think choice.
However, with this industry, we defined the problem is that mobile retail market did not work
the same with other industries, such as health care and FMCG because customers’
demands on mobile phone is not on a daily basis and it usually takes more time to consume
and rebuy a mobile phone, except that some customers want to buy more than one phone
and hence, it reduces the profit of this industry in the long-term. Additionally, with very high
competition from Fpt and Vienthong A, it seems to have big indifference between these
firms in marketing, sales and especially customer services so either Thegioididong or Fpt
will not create much differences to customers’ minds. Following this analysis, our team
came to find that Thegioididong is decreasing in success in mobile retail market as there
has been a saturation in this industry.
Doanhnhan.vn (2018) stated that the explosion of e-commerce has also put great pressure
on mobile phone retailers. Lazada, Tiki, and Shopee all have separate deals with mobile
phone companies to offer cheaper specials. As a result, mobile phone retail giants are
forced to change or expand business to survive. At the end of 2017, FPT Retail acquired
Long Chau drugstore chain and is restructuring this system to enter the pharmaceutical
retail market.
Similarly, Thegioididong has officially acquired Phuc An Khang pharmaceutical chain to
encroach into pharmaceutical industry.

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The New Innovation & Target Market Profile
As illustrated, mobile phone retail market in Vietnam is at a saturated point so it is highly

suggested making a disruptive innovation which lead to a fundamental rethink that based on
their existing business strategy and technologies to create new markets and new players.
To illustrate, as being positioned high-tech based retail company, Thegioididong should take
advantage on this point to make a switch to expand e-headphones retail market as
according to ResearchGate (2019), the demand for audio products is forecasted to be
increasing over the next 10 years in Vietnam. Currently, the most sought-after feature on the
market is wireless technology, according to analysts at Futuresource (2019) as the main
factor driving the headset market and the speed of user spending. Whether over-ear or in-
ear headphones, users are willing to pay extra money to eliminate the connection cord. The
trend of wireless headphones has also increased the competitiveness of the headphone
market with additional technology-based appliance. By this way, Thegioididong is becoming
the extreme makeover by supplying to customers the same degree of sound quality of audio
products, typically e-earphones at lower prices.
According to Vietnamnet.Vn (2019), Apple is considering setting up Airpods production in

Vietnam. By the way Apple is trying to less depend on China, Thegioididong could take this
opportunity to make a big change to collaborate with Apple and bring Airpods to be more
popular in Vietnam, the same degree of sound quality but cheaper price. In addition,
Thegioididong should consider collaborating with another headphone manufacturers around
the world such as Xiaomi (China), Astell&Kern (Korea), Denon (Japan), JBL (US) and Razel
Inc (US) to extend a diversified product portfolio to satisfy customes’s demands. When
Thegioididong specifically emphasizes they are the main e-earphones retail market in
Vietnam, once again Thegioididong could be a leader in this new market, and hence this
deal could bring to trillions of VND to Thegioididong.
It could be seen that it is not easy for Thegioididong to make decision into this new market,
but with the existing resources in operation strategy, marketing and sales omnichannel,
Thegioididong could save a lot of money in developing process. For example,
Thegioididong, could use these advantages to make brand identification in customer
insights at first. Additionally, logistics and inventory management should be considered, and

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they would have to find an effective way to maintain these products in-house and out-of-
house.
To sum up, Thegioididong is facing an opportunity to create a new market in e-earphones

retail market in Vietnam based on their existing resources to collaborate with other
manufacturers as there is a huge demand of this new market.

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The New Marketing Mix Strategy
Marketing mix
As mentioned above, TheGioiDiDong can overcome difficulties and create new potentials
based on products that few distributors pay much attention to, namely e-earphones.
Therefore, a new marketing strategy must be devised, resulting from market research, in
order to create an image of a new and more innovative TheGioiDiDong in the eyes of
customers.
Product
The main "product" provided by TheGioiDiDong are mobile-phone retail services.
TheGioiDiDong has the motto of bringing convenience and “5-star” service attitude to
achieve the highest level of customer satisfaction no matter how many more markets that
the firm decided to invest in. Bluetooth headsets, which have already existed for years,
didn't really stand out in the market until Apple launched the first Airpod model in 2016.
Since then, a wide range of phone companies and electronic components have realized the
potential of this item and began to exploit them. TheGioiDiDong 's website, which was used
to specialize in smartphone and laptops, will be diversified with a new category of headsets.
In the website for the earphones, products will be categorized based on brand, function and
price. Not only for Airpods, customers will have various choices and information from the
company’s counterparts before confirming a purchase decision. For example, Samsung,
Sony, Xiaomi, Jabra, or Apple for Bluetooth headsets or Logitech, Razer or SteelSeries for
gaming headsets. These are the potential brands which are expected to cooperate with
TheGioiDiDong to create an evolution.
The demand for headphones will vary depending on different kinds of customer. Not only
Bluetooth headsets but also recent gaming headsets have significantly emerged. Through
times, now that industries like vlogger or streamer thrive, specialized products will be very
popular among those. It would be very convenience if they could buy a reputable product
from a giant like TheGioiDiDong. TheGioiDiDong should label on its products and upgrade
the information frequently. This positioning not only hits the mind of TheGioiDiDong 's target
customer base with the habit of updating the trend regularly, but also becomes the key
competitive advantage of the earphone market. Finally, in process of branding, the company
should emphasize the phrase "The leading retail system of mobile phones, smart headsets
and laptops nationwide" to enhance customer awareness.

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Price
Different from smartphone market, headphone market seems more optimistic as prices are
pretty much reduced. Since US-China trade tensions are show no signs of abating and
based on the goal to diversify the production environment in many different countries, Apple
is going to establish factories at Vietnam at the end of 2020. Without being subjected to
taxes and manufacturing costs, the products sold from Apple will be less expensive.
TheGioiDiDong need to pay attention to the movement of competitors such as GearVn,
NguyenKim.TGDD. Researches show that, the average price of an average Bluetooth
earphone has inched up to $40 so far, according to the latest data released by Futuresource
Consulting. Customers willing to pay for an average headset is $42.70, up 14% from 2018
and still holding double-digit growth for years. (tinhte.vn)
Place
TheGioiDiDong 's distribution strategy is known to be very well implemented. As a matter of
fact, thegioididong.com has been present in all provinces and cities across the country with
more than 1771 stores evenly distributed throughout important locations in the region.
Therefore, when innovating to headphones market, TGDD should pay attention to make the
distribution in the most effective way. For offline business, in addition to keep the remaining
stores in the stable condition, TheGioiDiDong should keep the inherent business model,
only adding separate display booths for headphones. In addition, TheGioiDiDong can open
a monumental showcase located in the city center (refer to Samsung Showcase model at
Bitexco), which is for the exhibition of the newest, limited edition headphones and auxiliary
models of the publisher. Customers can directly interact with them under the enthusiastic
guidance of staffs. Also, TheGioiDiDong can collaborate with game development companies
at Vietnam like Garena to promote and organize events there to attract customer line of
gamers or streamers. Besides, social networking sites are also considered as abundant
online sales channels, such as Facebook or Instagram. As a matter of fact, the number of
social network users reached 3.3 billion in 2018, accounting for 43% of the world's
population, of which Vietnam ranked seventh the proportion of Facebook users
(quantriphanphoi.com)

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Promotion
Modern wireless earphones market is still new, but it has created a wave of trend for young
customers with modern lifestyles. Therefore, the use of images of KOLs or influencers will
be an opportunity for Thegioididong to innovate in the media field and help the firm to make
strong impression in customers’ eyes like Sơn Tùng MT-P with Oppo. Nowadays, between
many forms of marketing, the role of representative / influencer still holds an especially
important position to help the brand become unique and closer to the target audience. Thus,
2020 will be the year that influencer marketing is a promising and effective choice for brands
(brandsvietnam.com). In fact, other recent retail systems, such as Tiki, Lazada ... have
already achieved remarkable result from media influencer, stated a report by Tiki.vn, by
using famous celebrities as representative such as Truong Giang, Tran Thanh or Son Tung
MTP. Thegioididong can launch a PR campaign by sponsoring those events, thereby
improving contact opportunities, directly to consumers and even the media. For technology
enthusiasts, Techfest Vietnam is a good example. It is also known as The National
Innovation Day is the largest annual event for the technology startup community in Vietnam.
Charity and promotion activities should also be focused. TGDD can host charitable activity
for the company’s members or collaborate with scholarships fund organization like “Light
your hope”, thereby giving away free headsets to poor students with good results for study
purpose. These will stimulate customers to purchase more and create a beautiful image of
TheGioiDiDong in the in the customer’s subconscious.

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Retrieved from https://blog.trginternational.com/the-gioi-di-dong-mwg-the-e-
commerce-giant-in-vietnam-2
Nguyen, H., Nguyen, M., & Pham, M. (2019). Logistics revolution for e-commerce in
Vietnam: A brief review. International Journal of e-Navigation and Maritime Economy,
13 (1), 050–062. Retrieved from http://e-navigation.kr/down/2019_12_16.pdf
Nguyen, N. (2019). Mobile world investment corp (MWG) – initiation. VNDIRECT. Retrieved
from https://mwg.vn/eng/wp-content/uploads/delightful-downloads/2019/04/14.-Eng-
VND-4.2019.pdf
Omnichannel retailing to deliver market win (2017). Vietnamnet. Retrieved from
https://english.vietnamnet.vn/fms/business/181496/omnichannel-retailing-to-deliver-
market-win.html

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OPPO ra điện thoại mới, tới Viễn Thông A rinh về xài cả năm hoàn toàn miễn phí.
kenh14.vn. Retrieved 30 March 2020, from https://kenh14.vn/oppo-ra-dien-thoai-moi-
toi-vien-thong-a-rinh-ve-xai-ca-nam-hoan-toan-mien-phi-201607132120094.chn.
Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated
marketing communications and consumer engagement. Journal of Research in
Interactive Marketing. Retrieved from https://go.aws/33Pq4o3
Thegioididong (2020). Products. Retrieved from https://www.thegioididong.com/
Thegioididong.com - Siêu thị điện thoại, Tablet, Laptop, Phụ kiện chính hãng.
thegioididong.com. Retrieved 30 March 2020, from https://www.thegioididong.com/.
Thế Giới Di Động lập quỹ hỗ trợ HS - SV khó khăn và trẻ em mồ côi. thegioididong.com.
Retrieved 30 March 2020, from https://www.thegioididong.com/tin-tuc/the-gioi-di-dong-
lap-quy-tu-thien-mai-am-1189315.
Tra, S. (2019). Nền tảng online của TGDĐ hút gần 50 triệu lượt truy cập mỗi tháng.
Retrieved from https://zingnews.vn/nen-tang-online-cua-tgdd-hut-gan-50-trieu-luot-
truy-cap-moi-thang-post974914.html
Truong, D. (2019). Perspectives on Vietnam’s Science, Technology, and Innovation
Policies. Singapore: Palgrave Macmillan. https://books.google.co.ke/books?
id=I7nEDwAAQBAJ&pg=PA143&lpg=PA143&dq=innovation+cost+increasing+capital
+cost+in+vietnam&source=bl&ots=TqjMPKpr2W&sig=ACfU3U1repCcV98LTIWstUrJ
BC1v2OZHZA&hl=en&sa=X&ved=2ahUKEwiFspKNs7roAhVRzRoKHUUzBNcQ6AE
wCXoECAoQAQ#v=onepage&q=innovation%20cost%20increasing%20capital
%20cost%20in%20vietnam&f=false
Vietinbank.vn. Retrieved 30 March 2020, from
https://www.vietinbank.vn/sites/mediafile/VTB111027.
Vietnam’s Consumer Electronics Market: Online and Offline Sales Channels (2020).
HKDTC. Retrieved from https://hkmb.hktdc.com/en/1X0AJMJN/hktdc-

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research/Vietnam’s-Consumer-Electronics-Market-Online-and-Offline-Sales-
Channels
Viễn thông A: "Nhà đầu tư chọn chúng tôi sẽ thừa hưởng 20 năm kinh nghiệm phát triển thị
trường Việt". Ictnews.vietnamnet.vn. Retrieved 30 March 2020, from
https://ictnews.vietnamnet.vn/kinh-doanh/doanh-nghiep/vien-thong-a-nha-dau-tu-chon-
chung-toi-se-thua-huong-20-nam-kinh-nghiem-phat-trien-thi-truong-viet-147903.ict.

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lOMoARcPSD|15237121
Appendices

24
lOMoARcPSD|15237121
Register of Attendance to Meetings
Register of Attendance to Meetings (Online & F2F)
Team leaders’ name: Nguyen Tran Quynh Tram
 Register must be maintained by team leader/s. Every team member needs to sign
(initial) every attendance.
Names Wk WK
2 Wk Wk Wk Wk Wk Wk Wk9 Wk1 11 NOTE
3 4 5 6 7 8 0 S
1- Do Hoai x x x x x x x x x x
Thuong
2-Tran Phuong x x x x x x x x x x
Thao Nguyen
3-Nguyen Tran x x x x x x x x x x
Quynh Tram
x x x x x x x x x x
4-Tran Truc Anh
5-Nguyen Quoc x x x x x x x x x x
Dung

25
lOMoARcPSD|15237121
Entrepreneurship Report - ASSIGNING TEAM’S TASKS

* As a Team Project - All team members MUST contribute to the completion of each task.
* Also, all members must collaborate in editing & proofreading every completed task and in
ensuring compliance with the APA referencing style.
What needs doing? As per the List the various jobs required to be List the names of team members
“Marking criteria & completed within the task & How long will who collaborated in completing the
standards”. it take to complete? various jobs within the task.
Task 1 - Evaluation of current Research about the chosen brand Trầần Trúc Anh
innovation. (Thegioidiong). Nguyễễn Quốốc Dũng
Then identify 2 innovations from this Đốễ Hoài Thương
brand via the Internet and directly calling
to the hotline of the brand to get more
information
Explore how the innovations came into
being, then compare and contrast them to
each other, describe features of the
innovations
Highlight the advantages of the
innovations
Task 2 - Current marketing Research more on the brand, the industry, Đốễ Hoài Thương
analysis. the market, and the competition Nguyễễn Trầần Quỳnh Trầm
Find out what kind of marketing activities Trần Phương Thảo Nguyên
have been carried out by Thegioididong in
the way they sell smartphones. Then
compare them to competitors such as FPT
Shop and VienthongA
Applying theory from chapter 3-5 to
construct and evaluate SWOT and
Marketing Mix analyses
Task 3 - Current economic Gather annual reports & documents Nguyễễn Quốốc Dũng
analysis. related to Thegioididong, its 2 rivals and Đốễ Hoài Thương
the market. Nguyễễn Trầần Quỳnh Trầm
From those, analyse and evaluate the
micro conditions of 3 firms and verify the
saturation of the market
Compare & contrast the 3 firms, regarding
their sales turnover, inventory, etc
Draw graphs, charts and tables to

26
lOMoARcPSD|15237121
demonstrate the comparison
Task 4 - Problem Review and summarize all the findings Nguyễễn Trầần Quỳnh Trầm
identification. from Task 1-3 Trần Phương Thảo Nguyên
Search for the market gap or any Trầần Trúc Anh
unsatisfied demand from market segments.
Then identify the problem of
Thegioididong in the industry of retail
service
Finalize the problem statement
Task 5 - The new innovation Conduct a final group meeting to Nguyễễn Quốốc Dũng
& Target market profile. brainstorm ideas for the new innovation Trầần Trúc Anh
Review chapter 1,2 and 4 to obtain Đốễ Hoài Thương
necessary theories Trần Phương Thảo Nguyên
Apply the innovation process Nguyễễn Trầần Quỳnh Trầm
Task 6 - The new marketing From task 5, conduct a Marketing Mix Trần Phương Thảo Nguyên
mix strategy. analysis for this new innovation Nguyễễn Quốốc Dũng
Redo all the similar jobs from task 2, but Trầần Trúc Anh
applying on this new innovation Đốễ Hoài Thương
Task 7 - APA Referencing Spellcheck, grammar check and proofread Nguyễễn Quốốc Dũng
style. the paper Trầần Trúc Anh
Create a reference list Đốễ Hoài Thương
Trần Phương Thảo Nguyên
Nguyễễn Trầần Quỳnh Trầm

27
lOMoARcPSD|15237121
ER Team Peer Evaluation

(Submit this page and any subsequent pages)
Your Name: DO Hoai Thuong
Your Student Number: 1 9 9 1 9 8 4 7

WEIGHTING: A group member will receive a revised lower group mark due to their group inaction, as reflected by the low
scores given in grid below.
RESPONSIBILITY: Assigning scores to peers is a serious responsibility as it can have a powerful impact on an individual.
Scores should be assigned objectively, honestly and according to each individual's contribution to the group.
NOTE: The unit coordinator reserves the right to review peer evaluations. Overly harsh evaluations (i.e. 1 & 2) may be
revised /rejected by the unit coordinator.
INSTRUCTIONS:
1. Fill out the evaluation form listed below for all of your group members. Make sure to include yourself.
2. For each of the 9 categories, enter the appropriate score (1 to 5 using the criteria and standards provided on the
previous page). E.g. a score of 4 indicates that you believe the individual contributed FULLY and as EXPECTED to
the group project. Repeat this for each group member. In making your evaluations:
- Disregard your general impressions and concentrate on one criterion at a time.
- Study carefully the definition given for each criterion and the standards for each level of the criteria.
- Call to mind instances that are typical of the individual’s work and behaviour. Do not be influenced by unusual
cases that are not typical.
3. Comments must be used to support your ratings.
4. List all of the tasks you completed for the project. In other words, what specifically did you contribute to the group
effort?
(as per Register of attendance to meetings) Attendance to meetings
Timeliness of work
Overall Project
Quality of work
Responsibility
Task support
Involvement
Leadership
Interaction
Group Members Names

Student ID (please remember to include yourself)
19924234 Tran Truc Anh 5 5 5 5 5 5 5 4 5
19719939 Nguyen Quoc Dung 5 5 5 5 5 5 5 4 5
20078209 Tran Phuong Thao Nguyen 5 5 5 5 5 5 5 4 5
19919847 Do Hoai Thuong 5 5 5 5 5 5 5 4 5
19921118 Nguyen Tran Quynh Tram 5 5 5 5 5 5 5 5 5
List below the specific tasks you completed for the project – (continue on subsequent page/s if space is not
sufficient):
Tran Truc Anh:

28
lOMoARcPSD|15237121
 Research about the chosen brand (Thegioidiong).

 Then identify 2 innovations from this brand via the Internet and directly calling to the hotline
of the brand to get more information
 Explore how the innovations came into being, then compare and contrast them to each other,
describe features of the innovations
 Highlight the advantages of the innovations
Do Hoai Thuong
 Research more on the brand, the industry, the market, and the competition
 Find out what kind of marketing activities have been carried out by Thegioididong in the way
they sell smartphones. Then compare them to competitors such as FPT Shop and
VienthongA
 Applying theory from chapter 3-5 to construct and evaluate SWOT and Marketing Mix
analyses
Nguyen Quoc Dung

 Gather annual reports & documents related to Thegioididong, its 2 rivals and the market.
 From those, analyse and evaluate the micro conditions of 3 firms and verify the saturation of
the market
 Compare & contrast the 3 firms, regarding their sales turnover, inventory, etc
 Draw graphs, charts and tables to demonstrate the comparison
Nguyen Tran Quynh Tram

 Review and summarize all the findings from Task 1-3
 Search for the market gap or any unsatisfied demand from market segments.
 Then identify the problem of Thegioididong in the industry of retail service
 Finalize the problem statement
Tran Phuong Thao Nguyen
 From task 5, conduct a Marketing Mix analysis for this new innovation
 Redo all the similar jobs from task 2, but applying on this new innovation
All members
 Conduct a final group meeting to brainstorm ideas for the new innovation
 Review chapter 1,2 and 4 to obtain necessary theories
 Apply the innovation process
 Spellcheck, grammar check and proofread the paper
 Create a reference list

29
lOMoARcPSD|15237121

30

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ER Report The Gioi Di Dong Mobile Phone[ 557]

Enterprise Innovation and markets (Western Sydney University)

Studocu is not sponsored or endorsed by any college or university

Title: ER REPORT- TheGioiDiDong – Mobile Phone

Student’s TRAN TRUC ANH

ER PROJECT – Mobile World Ltd, Mobile Phone

ER PROJECT – Mobile World Ltd, Mobile Phone

ASSESSMENT 2: ENTREPRENEURSHIP REPORT

Mobile World Ltd – Mobile Phone

ER PROJECT – Mobile World Ltd, Mobile Phone

Executive Summary .....................................................................................................5

Evaluation of Current Innovations ..............................................................................6

Current Marketing Analysis .........................................................................................8

Current Microeconomic Analysis................................................................................11

Problem Identification ..................................................................................................14

The New Innovation & Target Market Profile..............................................................16

The New Marketing Mix Strategy.................................................................................18

Register of Attendance to Meetings............................................................................26

Assigning Team’s Tasks...............................................................................................27

ER Team Peer Evaluation.............................................................................................29

ER PROJECT – Mobile World Ltd, Mobile Phone

Our research focused on examining current innovations, market analysis and

ER PROJECT – Mobile World Ltd, Mobile Phone

Evaluation of Current Innovations

Firstly, Thegioididong replaced multi-channel with omni-channel marketing strategy in

Secondly, the use of artificial intelligence at Thegioididong could be integral to improve

ER PROJECT – Mobile World Ltd, Mobile Phone

instance, using artificial intelligence would enable Thegioididong to determine customers

ER PROJECT – Mobile World Ltd, Mobile Phone

Current Marketing Analysis

The Gioi Di Dong FPT Shop Vien Thong A

Strengths Ranked the first in the -Successful -Long-standing

Weaknesses - Distribution The same with -Few promotional

Opportunities - Vietnamese e-retail sales growth rate is predicted to rise 11.9% in

-Demand rises due to continuous innovation of mobile phones from

Threats -Higher competitiveness from both domestic and foreign enterprises

ER PROJECT – Mobile World Ltd, Mobile Phone

TheGioiDiDong FPT Shop Vien Thong A

Product -Each product is attached -Vision: Quality -Vien Thong A

Place -TheGioiDiDong owns a -FPT Shop -Vien Thong A

Price -Low-price strategy for - Not much - Not much

Current Microeconomic Analysis

(Le, 2016). According to Le (2016), Thegioididong remains unstoppable owing to its

between the years 2014 and 2015 to earn

VDN 25,250 billion up from VDN 15,800

billion. In 2018, Thegioididong generated a

total of VND 35,000 billion (“Nguyen Kim,”

2018). FPT Shop and Thegioididong pose

as some of the most significant competitors

ER PROJECT – Mobile World Ltd, Mobile Phone

Thegioididong remains the leader in the consumer electronics market.

access to its products and services as a

means of growing its customer base. The

company manages retail outlets in 63 cities

across all provinces in the country, thus

bringing its services closer to consumers

(Nguyen, 2019). Additionally, the company

However, Thegioididong attracts more customers by providing more convenience through

discounted prices and nationwide coverage.

ER PROJECT – Mobile World Ltd, Mobile Phone

businesses scarce to innovative practices as well as being at profitability risk (Truong,

Patterns of Demand and Supply