scm 341 digital marketing for logistics group project digital marketing plan cl logistics company

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<b>DUY TAN UNIVERSITY</b>

<b>2023-24 Semester I</b>

<b>SCM 341 Digital Marketing for LogisticsGroup Project</b>

<b>Digital Marketing Plan: CL Logistics Company</b>

<i>Submitted by:</i>

 Mai Thị Kiều Tiên 27203828378

 Nguyễn Hữu Quốc 27214737287

 Nguyễn Trà My 27204747779

<b>Date: 07/12/2023</b>

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External environment (micro level)...2

External environment (macro level)...2

SWOT analysis...2

TOWS analysis...2

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Distribution channels (Place)...4

MARKETING STRATEGIES...5

CONCLUSION... 6

REFERENCES... 7

APPENDIXES... 8

Appendix-A. Company Products and Services...8

Appendix-B. Business Modal Canvas...9

Appendix-C. Competitor Analysis...10

Appendix-D. SWOT and TOWS Analyses...11

Appendix-E. Buyer Persona... 12

Appendix-F. Digital Marketing Media – Website...13

Appendix-G. Digital Marketing Media – Facebook Page...14

Appendix-H. Digital Marketing Media – Instagram Post...15

Appendix-I. Digital Marketing Media – Youtube Advertisement...16

Appendix-J. Team members’ Roles and Responsibilities...17

Appendix-K. Other appendixes you want to add...18

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1.1.Company background

CL Logistics company, with a team of 7 members full of enthusiasm and in-depth knowledge, has built a goods storage environment with the highest standards. We are committed to providing optimal storage solutions, ensuring safety and quality for all products that customers trust in us. Prestige and professionalism in each service are our goals to serve and accompany our customers.

1.2.Company name CL logistics Company

"CL" stands for "Cold Logistics," a term that describes activities related to the transportation, storage, and management of goods in low-temperature environments, with the work of a cold storage company.

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1.3.products and services

Type of business: cold storage rental service for storage 1.4.Business type

CL logistics is a unit specializing in providing storage space for goods in a controlled temperature environment. We own the infrastructure with cold storage and frozen storage systems and allow customers to rent space to store their products.

We want to become the largest warehouse company in Vietnam and have branches scattered throughout the country

1.6.Missions

CL Logistics' mission: Preserve goods quality, ensure safety and reliability in a controlled temperature storage environment

1.7.Goals

to become the leading destination for preserving high-quality goods and providing safe, reliable storage services

1.8.Marketing objectives Cl Logistic's marketing goals: Brand Building for the company Increase Promotion

Increase Number of Customers 1.9.Management team

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Seven members of CL Logistics have researched and built a cold storage company including: Hoang Kha, Anh Dung, Van Hoi, Huu Quoc, Kieu Tien, Tra My, Xuan Anh. 1.10.Organization structure

Present your organization structure.

(owners’ (your team) photos should be in the structure)

1.11.Company address

Address: Son Tra district, Danang city Hai Chau district, Danang city

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2.

<b>ENVIRONMENTAL ANALYSIS</b>

2.1.Environmental analysis

2.1.1.Internal environment Include these points.

 Leadership skills: Evaluate and develop the leadership skills of each member of the company, especially the CEO and the 7 main management departments, to ensure effective guidance, management and strategic plan development.

 Structure: The organization, management and internal structure need to be appropriate to optimize work processes and performance.

 ^Resources

 HR and skills: Evaluate the personnel team, ensuring there are enough resources and skills to operate and manage the best possible cold storage service.

 Financial: Manage finances effectively to ensure stability and long-term operational development in a positive direction

 Technology: Using advanced and continuously updated equipment to optimize warehouse management and transportation of goods.

 Materials and Assets: Includes infrastructure such as buildings, cold storage, trucks and machinery such as freezers, air conditioning equipment, etc.

2.1.2.External environment (micro level) Include these points.

 Suppliers: CL logistics builds stable and strategic relationships with suppliers to ensure stable and quality supply.

 Customers: Understand and meet customers' special requirements, especially in providing quality cold storage services.

 Marketing intermediaries: Cooperate with intermediaries such as transporters or smaller cold storage rooms that do not have enough capacity to increase marketing and promotion of cold storage services.  Market and Competitors (Include competitor analysis): - Analyze

competitors from within the Danang area to the whole country to understand the market and shape competitive strategies.

- Monitor the economy and markets continuously to respond quickly to changes and new opportunities.

2.1.3.External environment (macro level) Include these points.

 PESTLE - Political (Politics): Affect:

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storage and freight transportation.

Environmental regulations: Environmental regulations and environmental protection can also affect the activities of CL logistics cold storage company.

- Economic: Affect:

Da Nang economic situation: Market purchasing power and local economic situation can affect the demand for cold storage services.

Price fluctuations: Price fluctuations and transportation costs can affect the operating costs of CL logistics.

- Social: Affect:

Changes in the consumer environment: Changes in demand for cold storage products from consumers can affect the services provided.

Food preservation requirements: The trend of using frozen products and the need for safe food preservation can create opportunities for cold storage companies.

- Technological (Technology): Affect:

Technological advancement: New technology in warehouse management and freight transportation can provide opportunities to optimize cold storage company operations.

Changes in equipment and systems: Upgrading equipment and systems can improve performance and service quality.

Environmental management: Ensure that the company complies with environmental regulations and has environmental protection measures during operations.

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+Quality service: Staff have high skills and expertise in cold storage management and preservation of sensitive goods.

+Relationships with customers and suppliers: Build stable and trustworthy relationships with customers and suppliers.

- Weaknesses (Weaknesses):

+Operating costs: Operational and maintenance costs of cold storage can be high due to high energy and maintenance requirements.

+Equipment risks: The risk of damaging refrigeration equipment can cause problems and affect the chemical management process.

- Opportunity (Opportunity):

+Enhancing network conversion: The network uses development transfer in Da Nang to expand its scope of operations.

+Demand for frozen product preservation: Strengthening frozen food preservation services and sensitive goods with the growth of the food industry.

- Threat (Risk):

+Strong competition: Competition from other cold storage companies in the region can affect market share and prices.

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+Climate change: Climate change can create great risks for maintaining stable temperatures in warehouses.

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<b>3.SEGMENTATION, TARGETING AND POSITIONING</b>

3.1.Segmentation Segmentation Methods:

1. Industry Type: Categorizing clients based on the nature of their products, such as pharmaceuticals, agriculture, or food distribution.

2. Temperature Requirements: Segmenting based on specific temperature needs, like ultra-low temperature for pharmaceuticals or standard freezing for food.

3.2.Targeting Segments to Target:

1. Pharmaceutical Industry:

• Targeting pharmaceutical companies requiring ultra-low temperature storage for vaccines and medications with stringent temperature control needs.

2. Agriculture:

• Focusing on businesses dealing with perishable agricultural products, such as fruits and vegetables, requiring standard freezing or controlled atmosphere storage.

3. Food Distribution:

• Targeting companies involved in the distribution of frozen foods, emphasizing solutions for standard freezing and efficient distribution.

Buyer Persona:

Example Buyer Persona for Pharmaceutical Industry: •Name: Dr. Pharma Solutions

•Demographics: Male, 45-55, Head of Supply Chain in a Pharmaceutical Company •Goals: Ensure the integrity of temperature-sensitive medications during storage and transportation.

•Challenges: Compliance with regulatory requirements, maintaining product efficacy. •Preferences: Relies on advanced temperature monitoring, security systems, and compliance with industry standards.

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Example Buyer Persona for Agriculture: •Name: Fresh Harvest Farms

•Demographics: Female, 35-45, Operations Manager in an Agricultural Business

•Goals: Preserve the freshness and quality of perishable products during storage and distribution.

•Challenges: Seasonal fluctuations in production, maintaining optimal storage conditions. •Preferences: Requires flexible storage solutions and timely distribution capabilities. Example Buyer Persona for Food Distribution:

•Name: QuickChill Distributors

•Demographics: Gender-neutral, 28-40, Logistics Coordinator in a Food Distribution Company

•Goals: Efficient storage and distribution of frozen food products to maintain quality. •Challenges: Timely access to frozen products, adherence to food safety regulations. •Preferences: Emphasizes reliable and secure cold storage facilities with quick access.

3.3.Positioning and Differentiation

<b>Positioning Map:</b>

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with specialized storage options, distinguishing itself from competitors focusing on cost-effectiveness.

<b> Differentiators:</b>

1.Technological Superiority: Highlight advanced temperature monitoring and security systems. 2.Specialized Storage Options: Emphasize the ability to cater to the unique needs of different industries.

3.Compliance and Reliability: Position the facility as a reliable guardian of product integrity with a commitment to compliance with industry regulations.

By employing a targeted approach through segmentation, targeting specific buyer personas, and emphasizing differentiation in positioning, a cold storage facility can effectively meet the diverse needs of its clientele and establish a competitive edge in the market.

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9.Appendix-B. Business Modal Canvas

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10.Appendix-C. Competitor Analysis

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<b>SWOT Analysis</b>

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12.Appendix-E. Buyer Persona

<b>Buyer Persona</b>

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13.Appendix-F. Digital Marketing Media – Website

<b>Home Page</b>

<b>About Us</b>

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14.Appendix-G. Digital Marketing Media – Facebook Page Facebook: Post: class="text_page_counter">Trang 30</span><div class="page_container" data-page="30">

15.Appendix-H. Digital Marketing Media – Instagram Post

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16.Appendix-I. Digital Marketing Media – Youtube Advertisement

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17.Appendix-J. Team members’ Roles and Responsibilities

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