IMPROVING THE INTERNET MARKETING MODEL OF GTA AUTO PARTS COMPANY

Bachelor’s Degree in Managing and Running Organization
Major: Project Management

Student: HOANG Duc Long
Promotion: 2020 - 2021

Company: GTA VIET NAM SERVICE AND
TRADING COMPANY LIMITED
Address: Number 37 C1B Tan Mai, Tan Mai
precinct, Hoang Mai district, Ha Noi city,
Viet Nam.

WORKING PERIOD FROM MARCH 1ST 2022 TO MAY 27TH 2022
“IMPROVING THE INTERNET MARKETING MODEL OF GTA AUTO
PARTS COMPANY”
Tutors in university
Nguyen Khac Nghia

Tutors in enterprise
M. Tran Trung Hieu
(Manager)

Company’s representative

Tutor for VUC/IUT-USTV

Tuteur LP RH-CP

Tuteur Entreprise

M. Lai Van Tuyen (CEO)

Mme/M


TABLE OF CONTENT OF PROJECT REPORT
1. Introduction...........................................................................................................2
1.1. The process of formation and development of the company.................................2
1.1.1. Introduction:.....................................................................................................2
1.1.2. Basic information..............................................................................................2
1.2. The organizational structure of the company........................................................2
1.2.1. Legal type: Single-member limited liability company....................................2
1.2.2. Mission of each position in Hierarchical organizational chart of GTA
company........................................................................................................................ 5
1.3. The company's line of business.............................................................................6
1.4. The company's performance over 3 years 2018, 2019, 2020.................................6
1.5. Analyze the company's strengths, weaknesses, opportunities, threats..................8
2. The project............................................................................................................. 9
2.1. Origin of the project and problem to be solved......................................................9
2.1.1. Origin of the project...........................................................................................9
2.1.2. Problem to be solved.........................................................................................10
2.1.3 WBS and Gantt chart.....................................................................................10
2.2 Phase 1: Improve search results on Google........................................................12
2.2.1. Goals................................................................................................................12
2.2.2. Task and timeline............................................................................................13
2.3 Phase 2: Marketing on Facebook.......................................................................25
2.3.1. Goals:...............................................................................................................25
2.3.2. Task and timeline............................................................................................25
2.4. Phase 3: New interface for website....................................................................37
2.4.1. Goals................................................................................................................. 37
2.4.2. Task and timeline............................................................................................38

3. Conclusion...........................................................................................................48
3.1. Difficulties encountered and solutions:..............................................................48
3.2. Contribution to the company:............................................................................48
3.3. Knowledge and experience learned...................................................................48
1


INTRODUCTION
1.1. The process of formation and development of the company
1.1.1. Introduction:
GTA VIETNAM TRADING AND SERVICES CO. LTD was established in
Vietnam with
registration number 0108111516. It was registered on 03-01-2018 and its current
status is Active.
The registered office address of the company is No. 37 C1B Tan Mai, Tan Mai
Ward, Hoang Mai District, Hanoi City, Vietnam.

Logo of mother company

GTA company’s branch – GTA Automotive Parts
at no. 05, Alley 331 Tran Khat Chan, Hai Ba Trung District, Hanoi

Established in January 2018 at the address No. 37 C1B Tan Mai, Tan Mai Ward,
Hoang Mai District, Hanoi City, Vietnam, GTA Company from a company with small
capital started to participate in the market. distributes auto parts in Vietnam.
In 2019, the company had a second facility at No. 05 Alley 331 Tran Khat Chan,
Hai Ba Trung District, Hanoi on a larger scale than the first one.
In 2020, despite the global covid pandemic, the company still had a positive
profit growth compared to the previous year (6.23% compared to 2019 – according to
the company's financial statements.

2


Up to now, after 3 years of being present in the market, the company has been
growing stronger and stronger with profits growing year by year and gradually gaining
a position in the auto parts market in Vietnam. During this short 3-year period, the
company has also signed cooperation contracts with a number of other shops and small
businesses to become a reliable and quality supplier in the auto parts segment.
As a new and small size company, the company's information on online forums
and websites is still very limited, leading to the service and reputation of the company
not being known too widely, as well as some difficulties for the project team during
the investigation and survey.
1.1.2.

Basic information

- Name: GTA VIET NAM SERVICE AND TRADING COMPANY LIMITED
- Founder : Lai Van Tuyen
- Address: Number 37 C1B Tan Mai, Tan Mai precinct, Hoang Mai district, Ha
Noi city, Viet Nam
- Branch: GTA Automotive Parts (No. 05, Alley 331 Tran Khat Chan, Hai Ba
Trung District, Hanoi)
- Phone number: 0985260038
- Website: http: />- Founded date: January 3rd, 2018
- Authorized capital : 3-5 billion, difficult to determine because the company
does not manage authorized capital so the number goes up and down month by month
- Main business: Trading car accessories
1.2. The organizational structure of the company
1.2.1. Legal type: Single-member limited liability company

Hierarchical organizational chart of GTA company (provided by GTA
company)

CEO
Vice president
Administrative
department

HRM
department

Business
department

Accountant
department
3

Technical
department

Import and
exportdepartment


1.2.2.

Mission of each position in Hierarchical organizational chart of GTA

company

- Administrative department: Undertake all the work related to administrative
processes and procedures; manage and supervise the work of employees in the
company; and provide legal advice to the Board of Directors when needed
- HRM department:
Boost employee performance
Search, Engage and Recruit
Training and improving professional skills for employees
Building a legacy HR class for businesses
Propose and implement compensation and benefit policies
Set up the human resource system for the organization
Reporting, forecasting and suggesting improvements for HR issues
- Business department: This is the department responsible for advising the Board
of Directors on issues related to the sale of the company's products and services to the
market; consulting on product research and development; market expansion; Building
relationships with customers
- Accountant department: An accountant is a position in charge of recording,
collecting, storing, providing and processing financial information. Accountants are
responsible for preparing financial statements to serve the activities of the company
and external agencies: banks, tax authorities...
- Technical department: Technical department is a department that plays the role
of building and maintaining structures, machines, equipment, systems and operating
programs of machines and equipment in enterprises. This department directly manages
the technical, technological and machinery related matters of the enterprise to ensure
smooth and efficient operations related to technology. At the same time, quickly repair
and overcome errors related to technology and machinery, carry out maintenance
according to regulations, ensure that the system of machinery and technological


equipment works smoothly and does not happen disruptions affecting production and
business activities.

- Import and export department: Is the department responsible for coordination
and monitoring of supply chain activities. Ensure the company's assets are used
efficiently and use logistics technology to optimize the freight process…
1.3. The company's line of business
Business code: 4530 (Main) Sale of spare parts and accessories for automobiles
and other motor vehicles (Except for property auctions)

1.4. The company's performance over 3 years 2018, 2019, 2020
As a new and small size company, the company's information on online forums
and websites is still very limited, also due to the strict privacy policy, the results of
performance are not allowed to publish. The group project can only collect the data for
2020.


Table 1.2.4: Revenue in 2020
(Source: Accountant department)

In general, 2020 with more than the first 3 months of the year is the time when
Vietnam enters the first phase of fighting the Covid epidemic in the most severe way.
At that time, Prime Minister Nguyen Xuan Phuc's view of "accepting economic losses
to protect people's health and lives" was appropriate and correct in the current context.
Therefore, economic sectors are almost frozen to serve the anti-epidemic, and GTA
company is no exception. It can be seen that the first 3 months of 2020 of businesses
fall to the lowest level of the whole year, almost just over 1 million VND for each
product
And the following months have a certain increase and decrease, but not as low as
the first 3 months. Products of Honda and KIA have the highest sales of the company's
products in general. To assess that 2020 is not a very unsuccessful year for GTA
company because even though it is a small business and also has a few months falling
at a time when the whole country's economy is frozen because of the epidemic, the

company has also tried to stay strong. stable to bring in approximately more than 35
billion VND in revenue


1.5. Analyze the company's strengths, weaknesses, opportunities, threats
Strengths
Weakness
- Small business, easier to manage and - Weak marketing/advertisement
- Few goods offer for customers, so the
capture information within the enterprise
- Cooperate with a few small service is not attractive enough to make
showrooms, garages,… proves that the people feel interested in it and come to
business has a stable position on the use trial.
- The business has small spaces should
market
- Good
price
reaches
customer limit the number of people coming to
satisfaction
work or limit the reception of customers
- Quality assurance facilities
- Public information is very limited so
- The departments work professionally,
it is difficult to exploit information as an
comply with rules, regulations, and laws
outside person
Opportunities
Threats
- Good commercial, social network so if - External events: Complicated covid

the

business

invest

in

marketing, 19 epidemic
- Compete with big rivals
advertisement, customer survey/research,
- The cost of importing goods will
… it would be a benefit to let people
increase due to the epidemic
know about the business
- With the current marketing formula, it
- People’s needs are increasing every
is difficult to expand the number of
day
customers
- People's incomes increase
- The demand to buy cars is higher
- The number of cars is larger
- The demand for car care is increasing
day by day.
- The need for repair, maintenance and
upgrade is also higher


Based on the SWOT model, I have a comment: With a new business and having a

small model, the four aspects of strengths, weaknesses, opportunities and threats are
easier to detect by the team. And I will also have more qualifications and opportunities
to participate in building and contributing to the company's development in the future,
instead of more difficult when participating in giant enterprises in the market. This is a
good foundation so that when given the opportunity to enter a more competitive
environment, each person will also have the experience to know what to do.
2. The project
2.1. Origin of the project and problem to be solved
2.1.1. Origin of the project
2.1.1.1. Reason for choosing the project
This is a newly established company, so there will be more issue research to learn
and improve or create new methods easier. After reaching an agreement with the
company, I was assigned to do an internship in the marketing department under the
guidance of the manager.
I have studied the company's marketing for the past few years and have found
that its marketing is still a bit behind that of its competitors. I made a proposal and
consulted with the leadership about my project "Improving the internet marketing
model of GTA auto parts company" and was approved by the company's management.
I know this company through the process of participating in a group project
before. The criteria for me to choose this company are: Easy access; easy agreement;
commitment to benefit both parties; Learn new skills in the work environment.
2.1.1.2. Mission of project
- Increase the posting of company's products on classifieds websites to increase
the company's search results on google.
- Strengthen marketing activities on social networks (facebook). Create a page
and post your company's products and offers on Facebook to find new customers.
(Currently, the company mainly conducts marketing and business activities through
zalo social network)
- The company's website interface is outdated and difficult to manipulate for
customers. To overcome it, it is necessary to change the new interface to make the

website more trendy and easier to manipulate for customers


2.1.2. Problem to be solved
2.1.2.1. Improve search results on Google:
GTA brand is not having many search results and images on Google search
engine because it overlaps with a famous game brand. Therefore, it is necessary to
increase the company's image and brand popularity on the largest online search
platform - Google to reach more customers and increase the company's brand value.
2.1.2.2. Marketing on Facebook:
Currently, the company mainly conducts marketing and business activities using
Zalo - a Vietnamese social network. Facebook is the largest social network today, so it
has a huge number of potential new customers. So the company wants to promote the
brand and expand its business and on Facebook.
2.1.2.3. New interface for website:
The company's website is not focused on development and management, making
the website not updated regularly. The interface of the website is outdated and the
operations on the website are not easy for customers. Website is a very important tool
in business development, so it is necessary to renew and upgrade the interface of the
website.
2.1.3 WBS and Gantt chart
2.1.3.1 WBS


Project

Improve search
results on Google.

Research and search

for sales, classifieds
and transaction
websites

Research the websites
competitors use to sell

Marketing on Facebook

Create a
Facebook
account
Expand
relationship on
Facebook

New interface for website

Analyze
company's
website
Research
competitor's
website
Contact the
website service
provider

Make a list of websites

Post on websites

Set up Fanpages

Post about products
and promote the
brand
Analysis of
marketing
strategy
Building online
marketing strategy

Run ads

Ideas and final
product
decisions

Start designing
and running
tests


2.1.3.2 Gantt chart

2.2 Phase 1: Improve search results on Google.
2.2.1. Goals
- Increases the search results of the phrase "GTA Auto Parts" on the Google
search engine

- Help promote the brand and image of the store to the right target customers.
- Put many images of GTA on sales websites so that customers can access the
company's products more easily
- Access more and more customers.


2.2.2. Task and timeline
Mission for phase

Durations

Start

End

(day)
2

1/3/2022

2/3/2022

known and easy to find
Research the websites competitors

2

3/3/2022

4/3/2022

use to sell
Make a list of websites that will

2

7/3/2022

8/3/2022

17

9/3/2022

31/3/2022

Research and search for sales,
classifieds

and

transaction

websites that are widely used,

post

products

and

company

images
Start posting company products as
well as promoting the company's
image on current websites

2.2.3.1 Research and search for sales, classifieds and transaction websites
 />(*Source: )
Chotot.vn is the hottest and most user-friendly classifieds website in Vietnam
today. Allows buyers and sellers to connect and transact securely and easily in a
convenient and clear environment. All categories are available on Chotot.vn's website,
including buying, selling, home searches, cars, jobs, used electronics, pets, and even
home services. family. Chotot.vn provides Vietnamese people with an online platform
to use in a simple, convenient, hassle-free way, without registration and anyone can
search and post relevant information. about categories of products for sale ranging
from real estate, electronics to cars and more. Therefore, this website helps sellers
access a variety of customer sources and is an indispensable destination when trading
goods.
 />(Source: />

Rongbay.com is a classifieds website, an advanced e-commerce product of
VCCorp company. Rongbay is currently in the top 100 most famous websites in
Vietnam. With the motto "Fast ads, easy to find", RongBay.com gives customers a
channel to post information on classifieds goods and services in the most abundant,
fast and effective way. RongBay.com offers a variety of items, including categories for
buying and selling cars, motorbikes, and auto parts. This website allows sellers to post
sales without having to go through difficult censorship steps, helping to push the post
to the front page to easily reach customers. So this is also one of the good websites for

auto parts business
 />(Source: )
Born in April 2006 and as of September 2021, muaban.net has more than 4
million members. Among them, more than half are regular customers who post
information on the system. As one of the first classified websites, muaban.net always
improves the quality of its website to make it easy for buyers and sellers to access and
use. muaban.net is a reputable website for customers wishing to buy and sell real
estate, cars, motorbikes and especially auto parts. For those who use muaban.net to
post products for sale, In addition to supporting free posting, the website will support
sellers to post illustrations of up to 30 different images. This makes it easier for
customers and candidates to visualize the advertised information. Images also help the
content of the post become richer and more prestigious when displayed. In short,
muaban.net is a website worth experiencing with the features and level of customer
reach it brings to users.
There

are

many

/>
other
;

websites

such

as:

/>
/>;

/>
;
;

; ; ……
2.2.3.2 Research the websites competitors use to sell
In the current 4.0 economy, the impact of information technology is extremely
large, businesses have been racing on most technology platforms to promote and sell
their products. Websites, social networks,... are indispensable tools that play an


important part in the business strategy of businesses from small to large. Posting
product information as well as building a company website or simply posting sales on
e-commerce sites are widely used. The development of technology as well as the
popularity of e-commerce sites for consumers brings great benefits to businesses
because it does not cost too much to advertise products. Therefore, more and more
businesses use this form to do business and along with that is the increasingly strong
competition. The study and analysis of competitors also become an important issue to
build a business strategy for your business. Here is a list of competitor websites that I
gathered through my competitor research:
Number
1

Name
24H

2

ACB

3
4

CITY FORD
CNA,

Website
/> /> /> /> /> />
/> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> />

5

Chiến Hảo

6

DTC

7

ĐẠI AN

8

EXIM PARTS

9

Gia Bảo

10

HẰNG QUẢNG

11

Hoàng Dương

12

HT auto

13

HÙNG CƯỜNG

/> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> />

/>

/> />

14

LÊ LỘC

15

Liên Việt

16

Mast

17

MINH DŨNG

18
19
20

MINH TÍN
Nguyễn Vũ
PTC

21

Phạm Gia

22

Sedan Việt

23

TÚ DUNG

24

Thành Dũng

25

THIÊN LỘC

26
27

TRƯỜNG BẢO
LINH
Việt parts (ASC)

/> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> /> />

28

Vũ Gia

29

XUÂN QUỲNH

/> /> /> /> /> /> /> /> /> /> /> />
2.2.3.3 Make a list of websites
In today's society, when the economy is strongly influenced by technology,
consumers' shopping activities also change markedly. In the past, when consumers

wanted to buy goods, they had to spend a certain amount of time shopping during the
day. Today, consumers only need to use smartphones, computers or other portable
electronic devices to shop online Buyers and sellers when participating in retail in ecommerce are no longer limited governed by store opening hours, geographic location.
With a few simple clicks, they can be accessed and purchased a wide range of goods
24 hours a day, seven days a week. It can be said that e-commerce has been changing
the face of retail stores, service providers, it brings the idea of enrichment to many
people, companies, businesses and certainly, It will continue to influence sellers and
consumers' online buying behavior for years to come. Participating in e-commerce
helps businesses save a significant amount of money in business investment.
Therefore, finding out reputable e-commerce sites to use is also not an easy problem
because there are increasingly countless e-commerce sites to meet the needs of
businesses and consumers. use. Below is a list of e-commerce sites I have researched
and used to sell my company's products.

2.2.3.4 Post on websites
 Content:


- Product introduction: name, product code, origin; uses;...
- The company's commitment to the quality of the product, commitment to
genuine import from the manufacturer.
- There are good policies for customers: Warranty policy; delivery support
policy; payment in many forms; price support, discount for dealer, garage...
- always include a brief introduction to the company: name; office address;
business items; email; commitment to genuine, high-quality products; Delivery
support; warranty;....
- There is information for customers to easily contact: hotline; phone number of
sales; email; social networks (Zalo, Facebook)

 Multimedia
The auto parts manufacturing industry is very special, so most of the customers
who come to this product are those who are knowledgeable about the auto parts
industry. According to the experience of the CEO with more than 10 years in the auto
parts industry: "When customers search for a product, the most important thing to
them is not a beautiful product image, good video and good sound, but is the most
authentic image of the product, clear, can see full details about the product, the
manufacturer's label." Therefore, when posting product images, every detail It should
be clear because on a car every part is very important, even a small mistake can lead to
a car accident that endangers the driver.
To avoid competitors using product images provided by their company, each
product image posted on the website is attached with the company's logo.


Result
After a while of posting, the Google search results of the GTA brand have
increased very well. More images of the Gta brand and the company's products were
found, showing that the mission was completed as expected.


2.3 Phase 2: Marketing on Facebook
2.3.1. Goals:
+ Creat a Place to share information related to products and services to
customers: especially upcoming events, promotions, discounts, discounts, gifts ...
+ Help promote the brand and image of the store to the right potential customers.
+ Install a certain content in the memory of the target audience or customer. That
content can be business name, product brand, brand name, product promotion, ...
+ Bring high connectivity and interaction between customers and businesses.
+ Deliver the most reasonable advertising to the right customers.
+ Expand new potential customer relationships for the business.

+ Expand brand awareness to customers.
2.3.2.

Task and timeline
Jobs for phase

Durations

Start

End

(day)
1

1/4/2022

1/4/2022

name
Expand relationship on Facebook

2

4/4/2022

5/4/2022

Set up Fanpages

1

6/4/2022

6/4/2022

9

7/4/2022

19/4/2022

3
5
7

20/4/2022
25/4/2022
4/5/2022

22/4/2022
29/4/2022
12/5/2022

Create
account

Posting

a

personal

using

articles

the

facebook
company's

promoting

the

company's products and brands
Analysis of marketing strategy
Building online marketing strategy
Run ads
2.3.2.1. Create a Facebook account

The account is set up using the email and phone number provided by the
company, with just a few steps, the account has been successfully created.
- Account name is company name: GTA Auto Parts.
- The account introduction is the business line (auto parts), hotline/Zalo and
company email.
- Avatar: company logo

The cover photo is a combination of the automotive image and the product brand
s that the company is

trading in along with the company's slogan "GTA auto parts

- Think Different". The lower left corner is the hotline, email and address of the
company

2.3.2.2. Expand relationship on Facebook
 Make friends with garage owners and retail parts sellers
Facebook is the most used social network by Vietnamese people today. If you
want to grow, you cannot separate from the social flow. And social networks are
always the most active flow. Currently, finding friends on Facebook is very easy and
fast using the developer's algorithms. Search and Make friends with garage owners,
Retail auto parts dealers across the country. Use search filters by name ("garage",
"parts") to make searching easier and more efficient. From new friends on Facebook I
can make more and more friends, from which will be a large number of potential
customers.

 Join groups on auto parts sales, garage owners, auto repair,....
Group Facebook is a community created by Facebook to support users to use for
purposes such as linking, exchanging information between a group, a community that
has certain things in common such as internal groups, learning groups. , knowledgesharing groups, etc. Usually groups are gathering places of members with similarities
built for people to communicate for common goals and interests. Therefore, it is easy
to reach customers who are interested in the product faster and more proactively
through other articles on the Group. In addition, sellers can continue to sell to
customers who have purchased goods through that Group without worrying about
information about their products not reaching customers in the future. The members
have similarities and are mostly unfamiliar, so it is convenient for connecting to find

customers and partners. The auto parts industry is very specific, so when you join
groups with many members who have something in common about the auto parts
industry, this will be an environment with a huge number of potential customers.
When searching for groups is also very simple: just search by keyword “auto
parts” and then select the group filter to be able to join auto parts groups.

2.3.2.3. Set up Fanpage:
- Fanpage is set up right on company Facebook account (section 2.2.2.1). All
activities, all interactions will be strictly controlled and monitored by us on Facebook.
- This page is set up on Facebook currently does not require too many techniques
or high expertise. In contrast, setting up the site is now quite simple with just a few
quick steps.
- Fanpage name: GTA Auto Parts


2.3.2.4. Post about products and promote the brand
 Fanpage
- The content will be the same as that of section 2.1.2.4. But because facebook
reaches out to customers with knowledge of the auto parts industry, it will need more
photos of documents proving the origin of the product is genuine. increase the prestige
and brand value of the company
- For groups, use your Facebook account to post in groups with the same
content as Fanpage. Because a group has a lot of posts, after a while, it will have to repost the product to reach the most customers.
- Choose the time period that Facebook users usually log in to use the most, also
known as the "golden hour frame" used by Vietnamese people during the day.
*Especially afternoon and evening are the two times when people buy and sell
the most:
● 11am - 12pm, noon. Posted at 11:30am - 1:30pm. This time frame has many
people taking a lunch break, the number of people online on Facebook is quite

crowded.
● 8 pm – 10:30 pm, evening. Posted at 9pm - 10 pm. At this time, "facebook"
followers will take the time to relax and entertain after a working day to scroll through
the news feed on Facebook.