Thảo luận nhóm TMU INTERNSHIP REPORT completing digital marketing activities of tomita mart supermarket chain of tomita vietnam farm joint stock company

MINISTRY OF EDUCATION AND TRAINING
UNIVERSITY OF COMMERCE
UNIVERSITY OF ROUEN NORMANDY

INTERNSHIP REPORT
Completing Digital Marketing activities of Tomita Mart supermarket
chain of Tomita Vietnam Farm Joint Stock Company

Last name: THANH
First name: TRAN THI PHUONG
Academic year: 2018 - 2021

Manager tutor's name: TRAN Thi Phuong Thanh
University tutor's name: Ph.D. NGUYEN Thi Thanh Nhan

HANOI - 2021




TABLE OF CONTENT
ACKNOWLEDGEMENTS ................................................................................................. 1
OPENING SECTION: TOPIC OVERVIEW ..................................................................... 2
CHAPTER I: GENERAL INTRODUCTION AND ANALYSIS BUSINESS
SITUATION OF TOMITA VIETNAM FARM JONIT STOCK COMPANY ................. 4
1.1.

General introduction about the company ...................................................................... 4

1.2.

Management organizational structure ........................................................................... 4

1.3.

Business sectors and sectors ......................................................................................... 5

1.4.

Business results in the last 3 years................................................................................ 6

1.5.

Student positions and activities at the intern unit .......................................................... 6

CHAPTER 2: ANALYSIS OF FACTOR AFFECTING DIGITAL MARKETING
ACTIVITIES OF TOMITA VIETNAM FARM JOINT STOCK COMPANY ................ 8
2.1.

Macro-environment ..................................................................................................... 8

2.2.

Micro-environment ...................................................................................................... 9

2.3.

Internal factors of the company .................................................................................. 10

CHAPTER 3: SWOT ANALYSIS AND TARGET CUSTOMER OF TOMITA
VIETNAM FARM JONIT STOCK COMPANY ............................................................. 12

3.1.

SWOT analysis of Tomita Farm JSC.......................................................................... 12

3.2.

Target customer identification .................................................................................... 13

CHAPTER 4: ANALYZING AND EVALUATING THE SITUATION OF DIGITAL
MARKETING ACTIVITIES OF TOMITA MART SUPERMARKET CHAIN OF
TOMITA VIETNAM FARM JOINT STOCK COMPANY ............................................ 14
4.1. Objectives and budget to implement Digital Marketing activities of Tomita Mart
supermarket chain of Tomita Farm JSC................................................................................ 14
4.2. The operation status of Digital Marketing tools of Tomita Mart supermarket chain of
Tomita Vietnam Farm Joint Stock Company ........................................................................ 14
4.3. Evaluation and operation of digital marketing of Tomita Mart supermarket chain of
Tomita Farm JSC ................................................................................................................. 20


CHAPTER 5: PROPOSAL OF SOLUTIONS TO COMPLETE DIGITAL
MARKETING ACTIVITIES OF TOMITA MART SUPERMARKET CHAIN OF
TOMITA VIETNAM FARM JOINT STOCK COMPANY ............................................ 22
5.1.

Forecasting the prospects of digital marketing activities of the company's Tomita Mart

supermarket chain in the near future ..................................................................................... 22
5.2.

Orientation to develop digital marketing activities of the company's Tomita Mart

supermarket chain in the next 3 years (2021-2023) ............................................................... 22
5.3.

Solutions to develop digital marketing activities of Tomita Mart supermarket chain of

Tomita Farm JSC ................................................................................................................. 23
CHAPTER 6: STUDENT COTRIBUTION AND EXPERIENCES LEARNED FOR
THEMSELVES DURING THE INTERN UNIT .............................................................. 27
6.1.

Student contribution results........................................................................................ 27

6.2.

Lessons learned for yourself....................................................................................... 27

6.3.

Difficulties and advantages ........................................................................................ 27

CONCLUSION .................................................................................................................. 29
REFERENCE
ADDENDUM


ACKNOWLEDGEMENTS
Dear teachers of Thuong Mai University and Rouen University in general. Dear Board of
Directors of Tomita Vietnam Farm Joint Stock Company in particular.
With sincere affection, I express my gratitude to Mr. Dominique Mouton and Nathalie

Lalonde and the teachers of Rouen University for their participation in managing, teaching, and
helping me throughout my studies.
I would also like to express my sincere appreciation and gratitude to Dr. Nguyen Thi
Thanh Nhan, who directly guided, instructed, gave advice and motivation to help her complete
this essay with the best results. I can't forget to thank Ms. Bui Viet Thu - my head teacher for
helping and supporting me throughout my studies.
I would also like to thank the staff as well as the board of directors of Tomita Vietnam
Farm Joint Stock Company for caring, helping, and facilitating me to carry out the practice at
the company so that I can grasp the practical knowledge and complete the graduation theory.
Although we have made a lot of efforts to complete the essay with all our enthusiasm and
ability, it is also inevitable that the shortcomings and shortcomings due to the limited capacity
and time of research are limited. I look forward to receiving donations from teachers and
schools!
I sincerely thank you!

1


1.

OPENING SECTION: TOPIC OVERVIEW
The urgency of the topic

In the current era of the market economy, it is certainly impossible not to mention the
influence and power of the Internet and digital media. The arrival of the Internet and digital
media not only changed everyone's communication and information sharing habits but quickly
became a tool to reach customers, extremely effective and economical for businesses.
Vietnam joins the WTO and international economic integration, the Vietnamese market
is considered a huge potential market, especially the retail market with half of the population
under 30 has great purchasing power. The main trend of digital marketing in the retail industry

is increasing awareness and customer participation.
The fact is that today's consumers before making any decisions to be able to research and
track the information on the Internet media. This has created opportunities for business
organizations to focus their efforts on their digital marketing campaigns. Many supermarket
chain businesses have focused more on creating engaging content, enhancing search engine
optimization, and increasing their presence on social media such as chains such as Vinmart,
Lotte mart, Big C, ...
However, not all businesses have effective digital marketing programs. One of the urgent
issues that need to be addressed is the promotion of solutions to implement the digital marketing
program to build an image and position the brand on the Internet community. Recognize the
urgent and importance of digital marketing, Tomita Farm JSC has been carrying out digital
marketing activities for its products and services to attract potential customers. However,
despite the age of more than 5 years of operation, the company's marketing activities have not
been effective, leading to not effective business activities.
Facing this situation, as an intern who has been practicing for 3 months at the enterprise,
I decided to study the topic "Completing digital marketing activities of Tomita Mart
supermarket chain of Tomita Vietnam Farm Joint Stock Company"
2.

Research objectives

- Analysis and assessment of the situation at Tomita Vietnam Farm Joint Stock Company.
- Factors affecting the digital marketing activities of Tomita Mart supermarket chain of
Tomita Vietnam Farm Joint Stock Company.
- Proposing solutions to promote digital marketing of Tomita Mart supermarket chain of
Tomita Vietnam Farm Joint Stock Company.
3.

Research methods

• Methods of collecting and processing secondary data:
- The research methods used include: Comparison, analysis, and synthesis.
2


- Collect secondary data on: corporate organizational structure, business sectors, product
categories, business results, and documents related to internal marketing strategies (Facebook,
Website, Shopee, ...) of the company through 3 years 2018 - 2020.
- Marketing department: marketing plan, budget for digital marketing activities of the
company.
- External data sources: collecting information related to topics from books, newspapers,
information on Vietnam's economic electronic newspapers, economic magazines.
• Methods of collecting and processing primary data:
- Objective: collect customer reviews about the company's digital marketing activities.
From there, we offer solutions to complete the digital marketing activities of the Tomita Mart
supermarket chain of Tomita Vietnam Farm Joint Stock Company.
- Collection and processing of primary information: customer inquiry vouchers.
- Sample size: 50 (customers come to Tomita Mart supermarket chain).
- Methods of conducting:
+ Proceed to issue questionnaires directly to customers to buy goods at Tomita Mart
supermarket chain (first floor CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay,
Hanoi) within 1 week.
+ Synthesize the results of 50 customer survey templates using Excel software.
4.

Thesis structure: The content of the essay is divided into 5 main parts:

- Opening section
- Chapter 1: General introduction and analysis the business situation of Tomita Vietnam
Farm Joint Stock Company

- Chapter 2: Analysis of factors affecting digital marketing activities of Tomita Vietnam
Farm Joint Stock Company
- Chapter 3: SWOT analysis and target customer of Tomita Vietnam Farm Joint Stock
Company
- Chapter 4: Analyzing and evaluating the situation of digital marketing activities of
Tomita Mart supermarket chain of Tomita Vietnam Farm Joint Stock Company.
- Chapter 5: Proposal of solutions to complete digital marketing activities of Tomita Mart
supermarket chain of Tomita Vietnam Farm Joint Stock Company.
- Chapter 6: Student contribution and experiences learned for themselves during the intern
unit
- Conclusion

3


CHAPTER I: GENERAL INTRODUCTION AND ANALYSIS BUSINESS SITUATION
OF TOMITA VIETNAM FARM JONIT STOCK COMPANY
1.1. General introduction about the company
Tomita Farm JSC is an abbreviation of Tomita Vietnam Farm Joint Stock Company
with Japanese investment, established in July 2016 based in Hanoi. Tomita Farm operates in
two main areas: organic food supply, natural favorable food, high quality imported food
protecting public health especially children, through Tomita Mart Premium Food
Supermarket system.
Business Introduction

Figure 1.1: Logo of Tomita Vietnam Farm Joint Stock Company
Company name: Tomita Vietnam Farm Joint Stock Company
Abbreviated name: Tomita Farm JSC
Head Office: N8A5 Nguyen Thi Thap - Thanh Xuan District - Hanoi City – VietNam.
Tax code: 0107499688

Hotline: 0981 645 533 - 0989 353 233
Website: />E-mail:
Mission: TOMITA FARM produces and supplies healthy food to consumers.
Vision: TOMITA FARM aims to meet the 5* standard for its products and services.
Vision 2020 - Become a leading prestigious brand in the production and supply of organic food,
high-end food for families with young children and schools in Hanoi and neighboring
provinces.
1.2. Management organizational structure
Tomita Farm JSC has a functional organizational structure. Departments and departments
are divided according to their functions and tasks. The advantage of organizing the company
according to the function is that the departments will work under their expertise and fields, so
they have professionalism and meticulousness. But the departments and functions will work
slightly individually from each other, without connection, supporting each other between

4


different departments. The company consists of more than 150 employees including office and
store employees.
Figure 1.2: Company organization chart

(Source: Human Resources Administration Department)
1.3. Business sectors and sectors
•

Tomita Farm JSC does business in retail (supermarket chain)

•

Location: With 7 stores throughout Hanoi

1. A2-SO.05 Vinhomes Gardenia, Ham Nghi, Cau Dien, Hanoi
2. L3-RS2 Ciputra, Xuan Dinh, Hanoi
3. 1 st floor, CC1 Ha Do Parkside, Khuc Thua Du, Dich Vong, Cau Giay, Hanoi
4. N8A5 Nguyen Thi Thap, Nhan Chinh, Thanh Xuan, Hanoi
5. Building 901 Starlake apartment building, Tay Ho Tay Urban area, Xuan Tao, Bac
Tu Liem, Hanoi
6. Lobby S1.05, 01SH12 Vinhomes Smart City Tay Mo, Dai Mo, Nam Tu Liem,
Hanoi
7. S2-1001S16 and S2-1001S19 Vinhomes Ocean Park, Da Ton, Gia Lam (opening in
June, 2021)
•

Products: specializing in providing imports and clean, organic products.

-

Fresh food (meat; seafood; vegetables, tubers, fruits).

-

Frozen food (frozen meat; frozen seafood; packaged items).

-

Fruits (imported; regional).

-

Baby products (milk; diapers; functional foods; mileage flour; mileage cakes, ...);

-

Products for the mother (pregnant milk, functional foods).

-

Confectionery; beverages; food; household items.

-

Cosmetics.
5


1.4. Business results in the last 3 years
Table 1.1: Business results in 2018-2020 of Tomita Mart supermarket chain
(Unit: million VND)
Comparison
Criteria

2018

2019

2020

Revenue

20.962

27.527

Cost
Profit

13.659
7.303

2019/2018

2020/2019

Absolute

Relative
(%)

Absolute

Relative
(%)

37.793

6.565

31,31

10.266

37,29

17.954

23.164

4.295

31,44

5.210

29,01

9.573

15.629

2.270

31,08
6.056
63,26
(Source: Accounting Department)

Comment: During the last 3 years of operation, the growth rate of Tomita Farm JSC has
changed markedly. Revenue: In 2019, it increased VND 6,565 million (increased by 31.31%)
compared to 2018, 2020 increased VND 10,266 million (increased 37.29 %) compared to 2019.
The strong total profit growth is due to the company's success in expanding its business,

enhancing marketing activities. However, it can be seen that the profit the company earns is
small compared to the total revenue due to the large costs. In the coming time, to improve
business efficiency, in parallel with marketing activities, expanding business, the company also
needs to have solutions to cut down costs.
1.5.

Student positions and activities at the intern unit

1.5.1. Intern position
- Working position: During the 3-month training for Tomita Farm JSC, in addition to
surveying customers, I was arranged to be a marketing intern.
1.5.2. Activities during 3 months of internship
Student activities at the intern unit: Mr. Pham Quang Long (Marketing Manager) assigned
me to manage Facebook Fanpage, Shopee, Website: Reply to customer messages, Livestream
product introduction, post products on Website and Shopee page.
1.5.2.1.

Write content

• Mission: Plan to write content articles about the company's products to increase
interaction with customers
- Write content posted on two Facebook pages of the company (product introduction;
opening programs, discounts; product introduction posts, sharing experiences of picking milk,
vegetables, fish meat,...).
- 8 posts/ day to 2 Facebook Fanpages (alternating between product introductions and
sharing experiences and customer feedback)
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1.5.2.2.

Build advertising activities

- Be required to develop marketing strategies to promote products, promotion and
branding for the company and its products (in May and June Tomita Mart opened 2 new
branches, that’s why I had to develop the opening advertising strategies on facebook page).
- Market survey (survey of marketing campaigns of supermarkets near Tomita Mart's
shops).
1.5.2.3.
-

Other activities

Monitor the effectiveness and cost of advertising campaigns on digital media

channels (Google Adwords, Facebook).
-

Respond to customer feedback as well as advise products. Receive the customer's

phone, handle some basic situations.

7


CHAPTER 2: ANALYSIS OF FACTOR AFFECTING DIGITAL MARKETING
ACTIVITIES OF TOMITA VIETNAM FARM JOINT STOCK COMPANY
2.1. Macro-environment
2.1.1. Economic Factors
- Vietnam is a small-scale market with fast growth and great potential for foreign

investors. Vietnam is also consistently ranked high in the retail business development index
(GRDI).
- From 2002 to 2020, GDP per capita reached over $2,700 in 2019, with more than 45
million people escaping poverty. In 2020-2021, Vietnam's economy was heavily affected by
the COVID-19 pandemic, but also showed considerable resistance. Viet Nam is one of the few
countries in the world with positive economic growth, but the pandemic has left long-term
effects on households. The economy is forecast to grow by 6.6% in 2021 if Vietnam has good
control over the spread of the virus.
(Source: />The economy, while the products sold in the market are poor in quality compared to
supermarkets, this is an opportunity to expand the development of modern retail business such
as supermarkets and shopping centers. Noticing the opportunity, Tomita Farm JSC has quickly
expanded its stores in different areas to meet the needs of the market. However, the company
also faces many competitors at home and abroad so the company has more marketing
requirements strategies, control activities are taken more seriously.
2.1.2. Social factors
Vietnam's population has reached 96.5 million in 2019 (from about 60 million in 1986)
and is expected to grow to 120 million by 2050. According to the 2019 Census, 55.5% of the
population is under the age of 35, with an average life expectancy of nearly 76 years. The
middle class is forming – it now accounts for 13% of the population and is expected to reach
26% by 2026. (Source: />The golden population structure creates many favorable conditions and advantages for
the company to implement marketing activities in the context of the 4.0 technology revolution.
In addition, the next generation of consumers (22-35 years old) is their group of potential
customers and spending capacity is gradually growing, rapidly reaching out to e-commerce and
social media channels such as Facebook, Instagram, ... However, over the years, Tomita Farm
JSC has not promoted the brand image of digital marketing activities that have not done well
in promoting the brand to customers, making marketing activities still not homage, and not so
effective.
2.1.3. Political - Legal factor
8

Vietnam has a stable politics, which creates a favorable environment for retailers,
especially attracting a lot of major retailers around the world to invest in. The legal system of
our country also enacts many business laws such as trade law, import and export tax law,
especially our country has an open policy for foreign retail investors into Vietnam market. The
opening of the distribution market was carried out as soon as our country joined the WTO in
January 2007.
2.1.4.

Technological factors

In Vietnam, the number of Internet users accounts for three-quarters of the population.
Therefore, this is a good opportunity for digital marketing to develop, as well as e-commerce
sites. Especially from 2017, it is possible to see the great development of e-commerce sites such
as Tiki, Shopee, Lazada, ... Therefore, the retail industry will have a lot of new markets. With
Tomita Farm JSC as a retail business, this is definitely a good opportunity. But going back to
the business itself, the risk and limitations are the insufficient human resources to run on
technology including personnel and facilities.
2.1.5.

Natural environment

Since 2007, there has been a continuous outbreak of avian influenza, epidemics in cattle,
green ear epidemics in pigs, ... although it has been controlled, it still negatively affects the
supply of agricultural products in the country. Moreover, natural disasters, floods (many
prolonged floods in many provinces and central regions, seasonal rains and high tides in the
Mekong Delta), other crop diseases have also caused many difficulties and damage to
production. In addition, most retailers (including supermarkets, markets, retail outlets) use
plastic bags for packages instead of using paper or recycled bags like other advanced countries,
adding to the pollution.

2.2. Micro-environment
2.2.1. Competitive Rivalry
The Ministry of Industry and Trade said that after 13 years of joining the World Trade
Organization (WTO), Vietnam now has about 1,085 supermarkets, 240 shopping centers and
nearly 2,000 convenience stores. With the formation of a high-end supermarket specializing in
imports and clean food for the Tomita Mart family, there are two major competitors in Hanoi:
Sakuko (imported supermarket chain) and Clever Food (clean food supermarket chain).
- Sakuko: Sakuko owns the Sakuko Japanese Store with more than 30 supermarkets
located in many provinces and cities across the country. Sakuko has abundant financial
potential, abundant personnel, stability with very successful marketing strategies. In recent
years, the company has also stepped up its digital marketing activities, nearly 198 thousand
likes on fanpage (5 times more than Tomita Mart today).
9


- Clever Food: Positioned as the best clean food chain in Hanoi. With a business model
similar to Tomita Mart. Trading organic products: such as organic vegetables, beef pork raised
according to VietGap process, seafood is mainly caught and regional fruits. Established in 2016
with 8 stores in Hanoi, there are now 75 thousand likes on fanpage (nearly 2 times more than
Tomita Mart today).
2.2.2.

Buyer’s power

Tomita Mart acts as a distributor and intermediary between the manufacturer and the
customer, so Tomita Mart always negotiates with the supplier to bring customers the most
suitable price and the product is always quality tested.
Currently, Tomita Mart has 2 main customer groups:
- Individual customers: The potential customers that Tomita Farm JSC aims for are highincome customers; households with young children, interested in imported products, organic
food are healthy. They are always proactive in learning, updating information, they pay

attention to family health and themselves.
- Other organization goods: businesses (Tet gifts) buy in large quantities.
2.2.3.

Power of supplier

Suppliers assert their power by threatening to raise prices or bargain over product quality.
With the goal of good prices for every home, Tomita Farm JSC is committed to stabilizing
prices even in the crisis, can increase prices but not higher than the price in the market, so it
still gives customers a comfortable mentality when buying at Tomita Mart.
2.2.4.

Threat of Substitution

Other alternatives of the modern retail chain are:
- A network of traditional markets and local small shops.
- Online sales channels, e-commerce floors (Shopee, Tiki, Lazada) are more convenient,
suitable for young people.
2.2.5. Marketing Intermediary
- Intermediary providing transportation services: Viettel Post, Economical delivery.
Logistics activities are very developed in the Northern market, so the capacity to meet this
market is very high.
- Marketing media intermediary: Online newspapers such as VnExpress, Cafe.vn, Dan
Tri contribute to the transmission of information about the Tomita Mart brand closer to
customers.
2.3. Internal factors of the company
2.3.1.

Human resources

Currently, Tomita Farm JSC has more than 150 employees for both office and chain
10


store. The number of university and post-university degrees accounts for 70% of the 105
employees with college and intermediate qualifications accounting for 30% of the 45
employees. To meet with the convenient purchase process, the sales department is always
combined with the to ensure negotiations with suppliers, followed by quality of goods and the
process of transporting warehouse storage.
2.3.2.

Finance

With charter capital of VND 50 billion from Japan, this is a fairly good capital, fully
meeting the company's current retail business.
2.3.3.

Facilities

To meet the favorable business process, the company also invests in changing facilities
substances such as computers, connections, working spaces, ... in addition, the means of
transport of the warehouse are also repaired or changed by the company. The company also
invests in equipment to preserve food, fruit, ...

11


CHAPTER 3: SWOT ANALYSIS AND TARGET CUSTOMER OF TOMITA
VIETNAM FARM JONIT STOCK COMPANY
3.1. SWOT analysis of Tomita Farm JSC

Table 3.1: SWOT analysis of Tomita Farm JSC
Strengths

Weaknesses

- The company can turn around capital - Because the company only operates in the
quickly.

retail business, it is concentrated in only one

- With more than 5 years of operation, the sector, increasing risks due to the business
company has created a reputation with sector.
customers, becoming one of the top choices

- There

are

no

reasonable

employee

for parents or customers interested in organic remuneration policies.
food.

- The company has just started to implement

- The company has a team of professional,

digital marketing activities so it has not had

dynamic and creative personnel. In addition, much experience, so it has not brought high
the company's departments operate quite efficiency.
effectively, build effective business and - The financial resources of the company are
marketing strategies and have close links to limited, so it is not possible to conduct
achieve common goals.

marketing and advertising programs.

- Products are carefully selected and - The price is higher than some supermarkets
controlled from the origin, appropriate (Vinmart, BigC, Lotte Mart, ...)
certifications.
Opportunities

Threats

- June 30, 2019, THE EVFTA agreement - The retail market is a market with great
removes tariffs on goods imported from the

development potential. In

Hanoi alone,

EU. In addition, the State has policies to supermarkets and retail stores trading imported
support the development of retail systems in products and organic food sprung up close.
Vietnam, creating conditions for businesses - More
to develop.

and

more

foreign-invested

enterprises are entering the Vietnamese

- The intellectual level is growing, people's market. That will leave businesses facing great
incomes are increasing

challenges.

Invest in nutritional products for - The issue of information security and the
children, functional foods for pregnant greater participation of competitors in the
mothers, organic products are healthy. This industry, due to the entry into the online
business has no barriers.
12


creates

opportunities

for

business

development for Tomita Farm JSC.

3.2. Target customer identification
According to Appendix 3 - customer survey: The target audience of Tomita Mart
supermarket chain is high-income customers, from the age of 25 - 35, mainly female
(accounting for 84%). They care about family health; healthy organic products; concerned that
root vegetables have chemical residues, so they turn to choosing organic foods - foods of the
highest standards that do not currently use chemicals.
- Primary data analysis: survey based on 50 customers responding to the survey:
Table 3.2: Customer reviews why to shop at Tomita Mart
Criteria
Number of reviews
Ratio

Product

Service

quality

quality

2

20

13

4%

40%

26%

Trademark

Price

15
30%

(Source: Customer Survey (Appendix 2)
Comment: Based on the survey, showing that the number of customers choosing to come
to the company because the quality of the company's products dominates is 40%. This is a great
success of the company when it has done its job to join hands with society and parents to prevent
dirty food, food of unknown origin, food that does not guarantee quality harmful to public
health, especially young children.

13


CHAPTER 4: ANALYZING AND EVALUATING THE SITUATION OF DIGITAL
MARKETING ACTIVITIES OF TOMITA MART SUPERMARKET CHAIN OF
TOMITA VIETNAM FARM JOINT STOCK COMPANY
4.1.

Objectives and budget to implement Digital Marketing activities of Tomita

Mart supermarket chain of Tomita Farm JSC
According to Mr. Pham Quang Long, Head of Marketing, "Digital Marketing is
implemented by the company to promote products and services on digital platforms to reach
more targeted customers and retain customers. The company uses this tool with the desire to

increase awareness, branding and increase sales".
Also according to Mr. Pham Quang Long: "Currently, the company's budget dedicated
to digital marketing is 5% of revenue/year (VND 1.8 billion / year, average 15 million 1 month).
This number is not large but enough to pay for the digital marketing activities of the company
today. In 2020 – 2021, due to COVID-19, the company has reduced its digital marketing budget
to 12 million / month".
According to the sales department, "The sales target of Tomita Mart in 2020 is 50 billion
VND for 7 stores and online. However, the profit is only 70% of the target=.
4.2. The operation status of Digital Marketing tools of Tomita Mart supermarket
chain of Tomita Vietnam Farm Joint Stock Company
To promote the brand and increase the number of customers, Tomita Farm JSC has been
carrying out digital marketing activities from its establishment to today.
- Primary data analysis:
Table 4.1: Percentage of customers who know Tomita Mart marketing channels
Marketing via

E-commerce

Facebook,

marketing

Youtube

(Shopee)

9

34

3

2

18%

70%

6%

4%

Marketing via
Channel

Number of
reviews
Proportion

Website

Direct e-marketing
(SMS, email)

(Source: Customer Survey (Appendix 2)
Comment: Customers are reaching mainly for the company's products through Facebook
Fanpage, accounting for up to 80%. Currently, Tomita Mart will continue to promote its
Fanpage development, besides the company will make more efforts to develop for other
channels, finding new directions more effective than currently.

14


4.2.1. The status of digital marketing tools through social networks
Out of 97.8 million of Vietnam's population, the number of Internet users in Vietnam in
January 2021 was 68.72 million.
Figure 4.1: Social media statistics to 1/2020

(Source: strategy/)
Noticing this opportunity, Tomita Farm JSC has also carried out marketing activities on
social networking platforms and typically Facebook.
• Fanpage: The Facebook page used by the company is:
/> />Figure 4.2: Tomita Mart Fanpage image

Currently, two fanpage has reached 40,957 likes and 42,754 followers. The company
posts information about products, promotions, sales promotion programs, customer care and
customer feedback about the company's products. But when looking at the metrics compared
to the company's five year operation, it is easy to see that these figures are few, still a bad result
15


for a retail company that relies heavily on marketing activities. The response rate is 5 minutes,
the company has an online sales team of 6 employees to be able to respond to customers in the
fastest way, bringing the best experience to customers.
In 2020-2021, due to the COVID-19 epidemic, people are limited from leaving their
homes, so Tomita Mart has absolute customer support policies and services to ensure public
health: delivery, free ship < 7km, discounts to support customers.
- Secondary data analysis:
Figure 4.3: Statistics of reach at 2 Fanpage from 1 - 5/ 2021

(Source: />Comment: Looking at the statistical diagram shows that the number of people reaching
decreased by 7.99% compared to 2020, the number of followers decreased by 3.16% compared
to 2020. Therefore, Tomita Mart needs to have different policies to reach even more customers.
- Primary data analysis: Results of reviews, customer feedback on Tomita Mart products
on the Facebook platform, show positive feedback from customers for the company's products.
Table 4.2: Customer reviews for company booths on Facebook
Level of evaluation

1 star

2 stars

3 stars

4 stars

5 stars

Number of reviews

0

1

3

5

41

0%

2%

6%

10%

82%

Ratio

(Source: Customer Survey (Appendix 2)
Review: Based on the above results, it can be shown that the percentage of customers
satisfied with the product is up to 82%.
4.2.2. The status of digital marketing tools through e-mail
At Tomita Mart, we send out 2 types of content: product introduction and discount
promotion newsletter. Meanwhile, the company lacks content that can help email marketing
16


activities become more effective: customer birthdays, company birthdays, information shared
about nutritionists, ...
Besides, although it already owns a large database, the company has not conducted a
grouping of customers (based on criteria such as age, geography, interests, consumer habits).
So when launching a new marketing plan, Tomita Mart sends emails in bulk, not classified for
each customer. Also for this reason, the emails sent are difficult to reach the target customer's
inbox.
4.2.3. The status of digital marketing tools through Youtube
Tomita Farm JSC used the main Youtube channel "TOMITA MART - TOMITA JUNIOR

CHEF" established in July 2017. The program is organized by Tomita Mart and made
exclusively for children who have a hobby of cooking and especially children who always want
to experience the dishes that Tomita Mart brings.
Figure 4.4: Tomita Mart's Youtube channel

(Source: />The marketing activities on Youtube of the company are not focused, human resources
are lacking when all activities also stop at posting content without interest in the process of
spreading content to reach more targeted customers. Specifically, the number of subscribers of
the channel to 1000 subscribers. This is a big omission of Tomita Farm JSC.
4.2.4. The situation of digital marketing activities through Shopee
Tomita Mart positioned itself as a high-end brand, high quality but extremely good price;
this hits Vietnamese customer psychology and above all, Shopee has a lot of incentives for both
sellers and buyers. For such reasons, Shopee is the ideal trading site, in line with Tomita Mart's
orientation and goals.

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Figure 4.5: Image of the booth at Shopee by Tomita Mart

(Source: />Tomita Farm JSC used on this e-commerce site is called: Tomita Mart. With a relatively
good customer review rate, however, the response rate is low (56 %) causes many customers to
respond not positively. The number of subscribers is still low due to lack of manpower, no
investment in advertising, lack of interest in the process of spreading and spreading content to
reach more target customers.
- Primary data analysis:
Table 4.3: Customer reviews for the company's booth on Shopee
(Unit: %)
Level of evaluation

1 star

2 stars

3 stars

4 stars

5 stars

Number of reviews

0

0

5

25

20

Ratio

0%

0%

10%

50%

40%

(Source: Customer Survey (Appendix 2)
Comment: Based on the above results, it can be shown that the percentage of customers
satisfied with the product is 50%.
4.2.5. The status of digital marketing activities through search engines (SEM)
When searching for a product, consumers often make a habit of going to Google to search
for information about the selling price, purchase address, ... So Google Adwords is a paid tool
for sellers to prioritize displaying their websites to the top positions.

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Figure 4.6: tomitamart.vn via Google Analytics

(Source: />Comment: Google Analytics reviews show:
- The bounce rate is decent (41.4% compared to average: 46.2%).
- The number of people visiting the main website reached 42.6 thousand people including
13,431 natural searches (accounting for 31.1%) in which the number of visitors after the first 5
months of 2021 compared to the end of 2020 has a marked growth
4.2.6. The status of Digital Marketing activities through the Website
Tomita Farm JSC has officially put into operation to support the
procurement with products for babies and mothers, clean vegetables, organic food of each
family is most convenient.
Figure 4.7: Images on Tomita Mart's website

0
(Source: />Tomita Mart's sales page is highly appreciated, fully meeting the most basic criteria and

requirements required to bring the best experience to customers. All products and services on
the customer's website can be left comments and reviews by registering an account via email.
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As a result, customers can post shares, usage experiences, or suggestions for the store in public
mode.
The shortcoming is that the company has not updated the out-of-order status on the
website. When customers search on the website, there are still images and product information
but when going directly to the supermarket to buy goods, it is out of stock, which leads to a loss
of customer time, reducing customer satisfaction with the supermarket system.
4.3. Evaluation and operation of digital marketing of Tomita Mart supermarket
chain of Tomita Farm JSC
4.3.1. Advantages:
After the continuous efforts in the construction and implementation of digital marketing
activities, it can be seen that the company's digital marketing activities have the following
advantages:
• Social media marketing (Facebook, Youtube): Facebook fanpage attracts a good
following (more than 45,000 people) – a positive number when Tomita Mart has just joined the
social network since 2017. With little communication costs, a variety of content and images for
the company's marketing activities.
• Website marketing: designed eye-catching, highly interactive with many features
integrated and convenient to use. It can be said that Tomita Mart's sales website has almost
provided all the information that customers need, easy to use and easy to find information.
• Marketing through search engines (SEM): Tomita Mart is always at the top of the
"natural search" results that appear. This has helped the company save a significant cost for
Google Adwords.
4.3.2. Unsolved existing problems
• Marketing on social networks (Facebook, Youtube): The amount of interaction per post
on fanpage is not high. Online sales staff have not paid attention to responding to comments,

posts asking for product warranty, ... customers. Make multiple guests row bad feedback on
services of the company. Besides, the comments, Q&A in the video are not answered, the
interaction with viewers is not high. Video products posted have low views.
• Website marketing: does not provide the status or expiration of welding according to
each store.
• Marketing through search engines (SEM): The company has not grasped customers'
keywords, so there are no popular keywords in the top 3 google search results. This is an
unworthy omission for a website of a business-focused unit like Tomita Mart.

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