Topic content about the situation of marketing success in the mobile world joint stock company

FPT UNIVERSITY- CAMPUS CAN THO
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Individual Assignment [MKT101]
TOPIC: Content about the situation of marketing success in the
Mobile World Joint Stock Company.

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Cần Thơ, 16/6/2022

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TABLE OF CONTENTS

1. Copy content about situation of marketing success or failure in a real
company. Please describe the situation of marketing success or failure in a
real company you know (In real life or search on the internet or other
source)?.............................................................................................................1
2. According to you, what does this marketing situation relate to in which
contents in principles of marketing course? ..................................................10
3. What do the marketing lessons you learn? ................................................12

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1. Copy content about situation of marketing success or failure in a real company.
Please describe the situation of marketing success or failure in a real company you
know (In real life or search on the internet or other source)?
Overview of Mobile World Joint Stock Company
Mobile World Co. Ltd. was established in March 2004 by five co-founders: Tran Le
Quan, Nguyen Duc Tai, Dinh Anh Huan, Dao Chinh Hai Trieu and Tran Huy Thanh
Tung. Mr. Nguyen Duc Tai is chairman of the Board of Directors and General Director at
Mobile World Investment JSC, currently the board of directors has members Tran
Business, Dang Minh Gup, Dao Chinh Hai Trieu, Huy Thanh Tung, Doan Van
Understand Em, Dao The Vinh, Thomas Lanyi, Robert Willett.
The company's main areas of operation include: buying and repairing mobile devices,
digital devices and e-commerce-related fields. Currently, Mobile World Investment Joint
Stock Company is the No. 1 retailer in Vietnam in terms of revenue and profit, with a
network of more than 2,200 stores nationwide. The mobile world operates retail chains
thegioididong.com, Green Electronics, Green Department Store. Also. Mobile phones
have also expanded to overseas markets with the Bigphone mobile device retail chain in
Cambodia.

Headquarters of Mobile World Joint Stock Company in Ho Chi Minh City

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Analysis of the Mobile World's Marketing Mix Strategy
The mobile world's marketing strategy for products
For product marketing strategies, Mobile World uses product diversification strategies to
improve market competitiveness while increasing sales. Currently, Mobile World owns
the supermarket chain Thegioididong, Green Electronics and Green Department.
Thegioididong.com
The supermarket system Thegioididong.com offers a wide variety of products of world
famous brands.
 Smartphones: iphone, Samsung, Oppo, Vivo, Xiaomi, Realme, Nokia, Mobell,
Itel, Masstel.
 Laptops: Macbook, Asus, HP, Lenovo, Acer, Dell, MSI, LG, Gigabyte, Intel, Itel,
Surface, Chuvi.
 Tablet: Ipad, Samsung, Xiaomi, Nokia, Huawei, Lenovo, Masstel, Alcatel.
 Accessories: Portable, Laptop, Audio Equipment, Smart Home Devices, Storage
Devices and other accessories.
 Smartwatch: Apple watch, Samsung, Garmin, BeU, Xiaomi, Kidcare, Amazfit,
Oppo
 Fashion watches, jewelry, eyeglasses
 PC, printer: Printer, Ink, Computer Screen, Desktop – Canon, Brother, HP, Apple,
Asus, Samsung, Levono, Viewsonic, Dell.
 Scratch card sim, installment service – electricity and water: Viettel, Vina, Mobi,
Itel, Vietnamobile ...
 All products of major brands are imported directly from the world without going
through distributors. From there, the products are also distributed to consumers
faster. Customer care, after-sales, warranty programs are also better implemented.
Green Electricity (Dien May Xanh)

Green electronics is a supermarket chain that provides household items such as:


TV, Speakers, Karaoke



Refrigerator, Freezer, Refrigerator



Washing Machine, Drying Clothes



Air Conditioner , Air Conditioner Fan



Household Electricity, Tools



Kitchen Utensils, Electric Stove
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

Water Filter, Beauty Equipment



Phone, Laptop, Tablet



Accessories, Watches



Old machine, display



Bicycles, Bicycle Accessories



Useful service

Green department store (Bach Hoa Xanh)
Green Department store is a mini supermarket chain established in 2015, where it
specializes in selling fresh food and necessities. Product portfolio of the Green
Department store chain:
 Meat, fish, eggs, vegetables:

 Cool winter goods
 Noodles, sorghum, porridge, pho
 Rice, flour, dry goods
 Cooking oil, dipping sauce, spices
 Milk of all kinds
 Confectionery of all kinds
 Personal care
 Cleaning the house
 Products for mother and baby
 Household items
Because it is a supermarket chain specializing in providing food items, necessities as
vegetables and fish meat items at GREEN Department stores must always go through the
process of strict inspection of hygiene and safety, certified by the authorities before
distributing at GREEN Department stores to reach consumers.
Not only focusing on the quality of products from the supermarket chain
Thegioididong.com, Green Electricity or Green Department, this brand also focuses a lot
on the quality of customer service. Customers are an important factor in profitability and
lead to the success of businesses. Therefore, with the cultural foundation that puts
customers first as the focus, mobile world has brought customers the most interesting and
satisfying experience.
Every time you go to the stores of the Mobile World, customers will feel the excellent
quality of service here. The salesperson is always cheerful, polite and very open. Not
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only that, customers are also consulted, supported very enthusiastically and

professionally.
At the website thegioididong.com and dienmayxanh.com, Mobile World also builds a
consulting - Q&A section to answer all customer questions in a convenient and timesaving way. This has been highly appreciated by customers.
This is the mobile world culture style that a lot of businesses need to learn from.
Mobile World's Marketing Strategy for Price
For price marketing strategies, the mobile world uses a good-value pricing strategy." The
price policy is reasonably formulated based on the products along with the excellent
quality of service. With the variety of product lines, along with a diverse customer base,
the price of the company falls into the mid-range suitable for the pockets of most people.
Mobile World's Marketing Strategy for Distribution (Place)
For distribution marketing strategies. The mobile world has built a vast distribution
system, covering 63 provinces and cities across the country. According to the business
results report at the end of 2021, Mobile World system currently has 1,992 green
electronics store systems, 970 mobile world store systems, 10 topzone stores, 2,148
Green Department stores nationwide and will continue to grow to meet the purchasing
needs of customers everywhere. Mobile World Store is ready to serve the shopping needs
of customers in the time frame from 8:00 to 22:00 (including Sundays and public
holidays).

Mobile World Store
In addition, customers can buy online without going directly to the store through the
website.
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Thegioididong.com

Dienmayxanh.com
Bachhoaxanh.com
The Covid-19 pandemic that has emerged since 2019 has so far changed the shopping
habits of many people. To protect health as well as make shopping more convenient,
today users are tending to switch to online shopping, especially through livestream
channels.
Facing the shopping needs of users, at the Mobile World system has also started online
business in the form of livestreaming on Fanpage. In addition to making purchases on the
website, customers can also make purchases directly through livestreaming on the Mobile
World Fanpage and Green Electronics.

Selling through livestreaming at The Mobile World's Green Electronics Fanpage

Sell through livestream at Mobile World Fanpage

Mobile World's Marketing Strategy for Promotion
Advertise
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Advertising is an indispensable activity in marketing strategies. To promote its products,
Mobile World also promotes many advertising programs such as broadcasting impressive
new TVC ads on outdoor LED screens to promote phones such as Samsung, iPhone,
Xiaomi, Oppo.
/>The communication campaign of The Mobile World chooses to deploy on two outdoor
LED screens at Artemis Shopping Mall (No. 3 Le Trong Tan) and at the intersection of

Le Van Luong, Hoang Dao Thuy, these are two positions with a lot of great advantages in
communication with a lot of people passing by daily.
Maquette's advertising of The Mobile World includes 4 TVCs advertising for the 4 hottest
smartphone brands today are Samsung, Iphone, Xiaomi, Oppo. Each TVC is 30 seconds
long, broadcasts every 8 minutes, and alternates between TVCs. TVC is designed in the
form of animations to highlight and emphasize the promotional message, with vibrant
and eye-catching colors intended to attract the attention of passersby.

TVC advertising of the mobile world

At the end of November 2016, tv audiences were shocked by the Green Telegraph
commercial with catchy melodies and memorable images repeated on the golden hour –
the time frame has a sky-high advertising cost for brands.
The novel and impressive advertising of the Mobile World has quickly gone viral and
attracted millions of views after just a few days, not to mention the coverage, spreading
on social networks has made the Green Electronics brand reach all segments of
customers.
/>Promotion

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Besides advertising programs, promotional campaigns are also implemented by Mobile
World such as:
Discount on purchases
Add accessories

Golden hour promotions, holiday discounts, Tet holidays...

Mobile World Marketing Strategy for SEO Optimization
One of the most successful and effective marketing strategies of the mobile world can not
fail to mention is the marketing strategy of SEO.
SEO stands for Search Engine Optimization. SEO involves a set of actions and methods
to improve a website's display ranking on the search engine's results page thereby
increasing organic traffic to the site.
SEO is a highly effective and cost-effective digital marketing channel, but it takes a lot of
time and effort for the website to show up in the top positions on the search engine and
bring organic searches to the website.
How has the mobile world implemented SEO?
With great potential in information technology as well as financial potential, Mobile
World has built a content management system (CMS) with basic SEO standards that
makes it easy for the content production team to do well in the standardization of SEO
for its articles and focus on content production.

Next, they built a team specializing in producing large SEO content to constantly
experiment, find the types of content that attract the interest of users about smartphones

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and technology sectors. Here users can search for any information about the technology
they are interested in.
Finally, they integrate comments and content reviews into the page so that users can share

their opinions and views about smartphones similar to a technology forum.
With the success of its SEO marketing strategy, website Thegioididong.com currently
ranks 21st among the most visited websites in Vietnam with 3,558,800 users and
7,585,076 page views per day.

Mobile World's SEO Strategy

Mobile World Marketing Strategy for Customer Journey Optimization (Customer
journey)
Customer journey is also one of the factors that make up the success and reputation of the
Mobile World. The customer journey is understood as a set of customer touchpoints in all
three stages before, during, and after the sale. And if viewed from a business perspective,
this depends on many different parts.
There are two ways to divide the stage in the customer journey:
Option 1: Divide by purchase stage
Before a purchase
 Be aware of the need.
 Look at the problem and research, learn the solutions.
 Decide to choose a solution.
Purchases:
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 Pay, receive goods.
 Use.
After the purchase

 Feel & evaluate.
 Introduce yourself to others.
Option 2: Divide by customer behavior:
-

Awareness of the problem.

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Interested in the solution.

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Consider (Consideration) about the type of solution, supplier, price ...

-

Decision to buy (Decision)

-

After-sales support (Service)

-

Acquisition, sharing, referrals (Loyalty)

With these two ways of dividing, businesses can choose one of the two ways to divide to
suit the characteristics of customer buying behavior and understandable.
How has the mobile world optimized the customer journey?

Pre-purchase stage: Thegioididong's website is one of the best experiences. Fast, simple
and convenient. A special point is that thegioidiong website follows the consulting model
instead of selling online thanks to the feature of comparing any product line. This is
customer understanding. For customers to pay for a smartphone, they need to look at
features, fashion, technology and need advice.
Purchase stage: Thanks to the consulting process of the previous period as well as the
product experience at the stores. Customers can easily make choices. On the other hand,
thanks to the strong coverage of offline stores, the CES (Customer Effort Score) of the
Mobile World reached almost the highest level of all businesses doing business in
Vietnam.
Post-purchase stage: When the phone arrives at the Call Center, the system will show
the entire history for the Consultant to support as much as possible. Or the warranty
process is carried out at any store of the Mobile World system.
The mobile world allows employees of each department at "touchpoint" points on the
customer journey to understand the customer's context; at the same time, they can crossgrasp the information for stricter management.
By optimizing the customer journey, Mobile World has succeeded in engaging customers,
increasing user experience, and delivering a positive customer experience.

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Mobile World Marketing Strategy on Customer Journey Optimization

Conclude
That's with your effective marketing strategies. The mobile world is constantly evolving
and achieving a lot of success. Consolidated net revenue in 2021 reached VND122,958

billion (+13% compared to 2020). Online revenue reached VND 14,370 billion (+53%
compared to 2020). With this result, MWG is the company with the largest sales in the
online retail market in Vietnam. The mobile world continues to be in the Top 10 largest
enterprises in Vietnam according to the VNR500 ranking and maintains its position as the
No. 1 retailer in Vietnam and is the only Vietnamese company in the Top 100 retailers in
the Asia Pacific with a scale of more than 5,300 stores.
Describe
The mobile world is a business that seamlessly applies the principles of customer
experience management. But the most important thing is to put the interests of
customers as the biggest goal of the enterprise's efforts. That is their biggest
success point.
There are many ways to successful business, but a sustainable company certainly
cannot lack good relationships with customers. Although customer experience
management is still rarely applied in Vietnam, TGDD is a pioneer enterprise
creating business advantages and succeeding in the market. This is also a lesson
for many Vietnamese businesses in the context of fiercely competitive domestic
and foreign markets.

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2. According to you, what does this marketing situation relate to in which contents
in principles of marketing course?
The marketing situation of Mobile World Joint Stock Company related to the content of
the principles in marketing is:
 Advertising strategy:

An advertising strategy is a series of actions that help you achieve your business goals
through carefully selected effective marketing channels to convey to your target
audience to introduce your products and business.
“At the end of November 2016, the television audience was shocked by the Dien May
Xanh advertisement with catchy tunes and memorable images that were repeated over
and over in prime time frames - time frames with extremely high advertising costs of
brands”.
 Customer Journey Strategy:
Customer Journey simulates the process by which customers experience a brand over
time or the journey that connects customers with the brand. Describing the customer
journey helps businesses accurately capture touch-points and what customers think,
interact with the brand, and ensure consistency at all touch points. contact and across
all channels. In the connected era, the customer journey has become more complex
thanks to the combination of online and offline purchases.

Customers interact with brands based on many platforms, in many different ways
from different starting points, such as from marketing campaigns, referrals, search
engine optimization (search engine). ), social networks or marketing communication
channels to build an image, personality and theme for the brand.
 Customer Value and Satisfaction:
 Customer form expectation about the value and satisfaction that various
maket offerings will deliver and buy accordingly
 Satified customers buy again and tell others about their good experience
 Dissatisfied customers switch to compertiors and disparage the product to
others
 Customer value ans customer satisfaction are key building blocks for developing
and managing customer relationships
 Marketing concept of marketing strategies:

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The marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions better
than competitors
 Customer focus and value are the paths to sales and profits
 Rather than a “make and sell” philosophy, it is a customer-centered “sense and
respond” philosophy
 The job is not to find the right customers for your product, but to find the right
products for your customers
Customer-driven companies research current customers deeply to learn about their
desires, gather new product and service ideas, and test proposed product
improvements
Customer-driven marketing requires understanding customer needs even better than
customers themselves do and creating products and services that meet existing and
latent needs
 Apply 4P/4C
Product (Customer Solution)

Price (Customer Cost)

Good-and-services
combination
the
company offers to
the target marker

Amount of money
customers have to
pay to obtain the
product
Target Customers
Intended
Positioning

Activities that
communicate he
merits of the product
and persuade target
customers to buy it

Activities that make
the product available
to target customers

Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing

Promotion (Communication)
Distribution(Convenience)

Place or

 Engaging business buyers with digital and social marketing:
 E-Procurement and online purchasing
 Business-to-business digital and social media marketing

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3. What do the marketing lessons you learn?
Through the lessons and business strategies of the Mobile World, I have learned the
lessons:
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Set business goals: Set sales and profit targets before doing business to further
expand the market.
For example, in Mobile World, "In 2014, the company set a target of VND12,600
billion and VND377 billion in net sales and profit, respectively, with growth of
32.6% and 49.2% respectively. The company will open between 50 and 100
supermarkets in a number of towns and towns, from there, draw on experiences
and find the best recipe for moving towards the countryside. The mobile world's
goal in the next three to five years is to open between 700 and 1,000 supermarkets
in rural areas across the country."

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In business, take the customer as the foundation for growth. Understanding
customers will help create trust and trust in your company. Businesses must stand

from a customer perspective to feel that it is the first step of the "customer-centric"
process, based on which to make business decisions.
For example, the Mobile World cannot sell an iPhone with a different feature or
quality than the competition. So the difference will not be in the product but in the
customer experience.

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Offer promotions and tricks in attractive ads to attract customers to come and
experience, thereby gaining more customer information and then remarketing to
customers by phone or social network to those who have made a purchase and
have not purchased more attractive information from their service

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Create viral advertising pages for customers to pay attention and always remember
their store.

REFERENCE
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The content of the subject of marketing principles of Mr.Sang

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Reference websites:

1. QUANG ANH – IGENZ, (March 16, 2022). Marketing strategy of Mobile World.
Retrieved June 16, 2022 from:
/>

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2. Le Huong Khanh Chi, (October 23, 2018). Explaining the success of Mobile
World. Retrieved June 17, 2022 from
/>
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