Tải bản đầy đủ (.docx) (98 trang)

ECOMMERCE PROJECT Bán hàng

Bạn đang xem bản rút gọn của tài liệu. Xem và tải ngay bản đầy đủ của tài liệu tại đây (4.37 MB, 98 trang )

TABLE OF CONTENTS


TABLE OF CONTENTS IMAGES

2


ABSTRACT
Society is becoming more and more modern and machines and equipment suitable for the 4.0
technology trend appear more and more. Human life is gradually adapting and learning to keep
up with modern innovations compared to the past. People are increasingly civilized, busy with
their work all day long, some go to work at companies, stores, or a similar organization, some
spend all day practicing. Focusing on studying at school, everyone is busy and forgets to take
care of themselves. Therefore, people's demand for time is increasing rapidly and deserves
special attention as the time spent eating and drinking is less and less. It is a good opportunity
for snacking services to appear, especially mixed rice paper – a snack that is popular among
people aged 30 and under. Today many young people have started a snack business and have
helped them to earn their own income.
Junk food is very attractive to young people, especially school-age. It's refreshing to have a
bag of mixed rice paper or a cup of milk tea to sip after a tiring study hour, it will be very filling
with a box of rice paper mixed to rush to class when there is nothing in the stomach, it will be
fun. when a group of close friends enjoys bags of mixed rice paper and chats every recess.
Almost every day, students have to spend money to eat mixed rice paper because it is a delicious
and cheap snack that is very affordable for students.However, today's students have a tight study
schedule, so it becomes more and more expensive for them to take the time to buy a bag of
mixed rice paper to take home, they will be lazy when they have to go there selling mixed rice
paper to buy instead of just sitting at home and ordering take out. The special thing is those
young people now only like to eat delicious and quality food, especially rice paper with a clear
origin, even a specialty of a certain countryside, will sell better than other products. products
from elsewhere. The important thing is that the rice paper imported from famous places in the


provinces has not yet been present in the city market.

3


Therefore, our group has chosen the topic "Online business of Long An mixed rice paper" to
make the final report of the E-commerce course to be able to meet people's dietary needs
without spending too much money. too much time.

4


CHAPTER 1: INTRODUCTION
1.1 Reasons for choosing the topic:
Today, society is developing strongly, requiring people to spend all their time making a living
and making money. They have chosen snacks to relieve fatigue or used snacks as a means to
meet friends to create a more sustainable relationship. Snack shops have also since been opened
more and more at school gates and sidewalks and parks. Most of the ages are very fond of these
snacks, especially young people nowadays can eat snacks anywhere and anytime. One of the
best-selling snacks that year was the traditional mixed rice paper, compared to other snacks, the
mixed rice paper was bought the most every day by people because of its delicious taste. Until
now, most snack shops in big cities have sold spontaneously traditional rice paper, without the
unique flavor of a famous area. People are also too busy to move and buy a famous rice paper
dish to satisfy their own eating needs. Therefore, our group's "online Long An rice paper
business" will save time and bring customers delicious bags of rice paper with the specialty of
Long An province without having to go to the distant countryside.

5



Figure 1.1. The graph shows the level of interest in rice paper compared to other snacks
1.2 Store information
- Brand: ACELINE

6


- Logo: The logo is designed by us with the image of a large bag of mixed rice paper in the
middle containing all the ingredients that are really attractive, the rays of light emanating from
the rice paper prove the aura and brilliance in combination with the name. The brand name
“ACELINE” has a magical meaning that in the future our store will bring a resounding and
brilliant success with high profit.
- Time of establishment: 01/03/2021
- Vision: To become a reputable Long An rice paper distribution shop in the country and spread
to foreign countries.
- Mission: Bring unique flavors and interesting experiences.
- Core values: Professionalism - Creativity - Quality
Professional: We always take orders and deliver on time
Creativity: We are committed to creating the latest variety of rice paper for our customers
Quality: Quality assurance products are obtained from famous distributors of Long An.
1.3 Product Description
Our shop sells rice paper mainly from Long An province, ensuring 100% no preservatives or
harmful substances to consumers. With all ingredients of natural origin, the main ingredients of
7


rice paper are rice and glutinous rice and do not contain any other stimulants. Rice paper ensures
food hygiene and safety and is suitable for all ages, convenient, fast, and can be eaten anywhere,
anytime.
1.4 The key to success

1.4.1 About the product
- The demand for snacks is increasing, the online business attracts many customers, especially
young people.
- Long An rice paper has distinct characteristics, it is more flexible and tough than other types of
rice paper.
- Long An rice paper is a snack that is both cheap, delicious, convenient, and especially
reasonably priced, suitable for all ages of students.
- The product has its own designed packaging, the brand's logo is eye-catching printed and
affixed to each bag of rice paper before being delivered to customers.
1.4.2 About the staff
- As professionals, always have a good business plan
- Responsible and creative people
- They are energetic, enthusiastic and share the same goal of bringing customers the best quality
products
1.4.3 About the scale of operation
Starting with a Facebook sales page, then spreading to other social networking sites such as
websites, Instagram, Pinterest, Shopee, Wix, Godaddy, Youtube, and Tiktok, which are
increasingly widely known and known by many people. . The store also imported more types of
rice paper, received more orders and made more profits.
1.5 Timeline of the topic

8


9


Figure 1.2 Gantt chart of the topic timeline

10



CHAPTER 2: ANALYSIS OF THE MARKET
2.1. PESTLE Analysis
• Politics (Political)
Talking about the political situation of Vietnam, which is a socialist country, the situation is
quite stable, there are few ethnic conflicts or struggles, so it attracts foreign investors. At the
same time, creating a safe business environment for local businesses with domestic products,
ensuring safety and reliability when the state has policies such as startup loans, creating a
favorable environment. healthy competition.
However, the current situation of the Covid-19 pandemic is complicated, forcing the state
to advocate disease prevention plans, so it is very difficult to organize business in the immediate
future.
• Economic (Economic)
The country is located in Southeast Asia and has a developing economy in the direction of
industrialization and modernization, with abundant human resources and high knowledge in the
region and the world. Vietnam's economy in recent years always has positive changes, more and
more foreign investors realize the potential and invest in this environment. The vibrant economy
has always kept up with the world investment trend that has increased people's needs when they
are more comfortable in spending, especially on health and environmental protection products.
People are willing to spend more money on health care.
However, the pre-pandemic economy also had a big impact and caused a lot of damage.
However, the e-commerce industry which is operating very actively during the epidemic period
is also an advantage if the business model is deployed here.

11


• Culture and society (Sociocultural)
Cultural features of the nation with dishes cooked by mother or specialties of the

homeland. Or simply a dish associated with childhood or youth that every break or after school
is always chosen by young people. Cultural features of the nation with dishes cooked by mother
or specialties of the homeland. Or simply a dish associated with childhood or youth that every
break or after school is always chosen by young people.
• Technology (Technological)
Human civilization has undergone the industrial revolution to use machines to serve human
production needs. Aceline's cast rice paper is produced through modern equipment and a closed
process to ensure product quality.
• Legal (Legal)
Casting rice paper in Long retains all rights to Aceline and its distributor's business,
including past and future products developed with a proprietary patented process, diplomas
incorporate hygiene, and An quality assurance meeting Vietnamese high-quality standards.
• Environment (Environmental):
As a product that is likened to a specialty of the countryside, it is also an outstanding
cultural feature for other localities or foreign tourists who want to find to enjoy the casted rice
paper or mixed rice paper. associated with the time of students and is also a dish that is never
boring in Vietnam.
2.2 External factors: analysis according to the FIVE FORCES model
•Supplier

12


Currently, there are not many suppliers of Mixed Banh Mi, mainly because the product has
not been widely promoted. The main playground to distribute the above products is social
networking sites and e-commerce platforms such as Shopee, Facebook, etc., but it is still not
really outstanding. Animal dishes have been popular since the past and developed until now with
an unforgettable taste associated with childhood. Since then, rice paper is considered an
indispensable dish of every student or even adults now especially love rice paper. Realizing that
the development market of mixed rice paper in the food and beverage sector is extremely

potential in Vietnam when Vietnam is famous for the world's best source of "heavenly pearls" to
create mixed rice paper products. from rice flour and local specialty spices.
•Customer
The next factor affecting business activities is customers, including two main groups: retail
customers and intermediary distributors.
- Retail customers: Aceline offers appropriate policies and services to meet the needs of
this audience both in terms of product quality and service attitude.
Intermediary distributors: The Aceline sales department has a special promotion program
for the number of orders and most of them have positive feedback.
• Competitors
In addition to the long-standing competitor, other mixed rice paper, there are many new
types of food cakes on the market that attract many customers. On social networking sites and
Internet platforms, different types of products can be found. products such as Taiwanese mix
cake, bear cake, snack cake, etc. There is no denying the attraction from the above competitive
products when the majority of consumers now look towards delicious novelty products, then
will towards eye-catching, long-lasting, and above all trendy items. That is one of the big
challenges of this fertile market that Aceline's mixed rice paper offers.
13


• Competitiveness in the industry
While competitive products such as Taiwan Mix Cake or Bang Snack Cake account for a
large proportion of retail customers, the intermediate distributor of mixed rice paper rolls is
made of butter garlic rice paper and tamarind rice paper. After applying basic analysis
techniques such as screening and evaluation, Aceline realized that this is the main competitor
when this is a product in the same segment aimed at distribution to big restaurants such as
schools and shops. Convenience stores, convenience stores, tea shops, etc. are extremely
developed in Vietnam with a cheaper price, lighter, easier to store and transport than the casted
rice paper.
On a small scale, as it is now, the direct competitor to the chili sauce or saté rice paper that

Aceline is trading is the rice paper mixed with castor bridge and the dry chicken rice paper.
Casting rice paper with the advantage of attractive appearance is also a specialty, attracting the
tastes of young people, for example, students of the University of Technology and Education of
Ho Chi Minh City, with a large number of students all liking the dishes. snack cakes. This is a
smart business strategy of rice paper when combining new spices mango quail eggs and dried
chicken accompanied with rice paper to maximize profits. Another potential competitor is Abi
rice paper, a prominent product in the media recently. Although there are still many problems,
Aceline still considers that Taiwanese mixed cakes, bear cakes, and snack cakes are bright
competitors to casted rice paper in the trend of using animal food products on the Vietnamese
market. Male.
Currently, the market of mixed rice paper is still a new market, there are almost no
competitors in the same industry, but it is impossible not to have plans for potential competitors
to enter this potential market. With the advantage of finding suppliers in the specialty corner,
Aceline believes that it will take the lead in the mixed rice paper segment compared to other
competitors.
2.3 Internal factors:
14


2.3.1 Financial factors
With the mixed rice paper product that requires capital expenditure which is the average
price of snacks on the market, Aceline - mixed rice paper always ensures a reasonable source of
spending on ancillary products such as packaging, Running ads, balancing the status of debt
sources, ensuring the flow of money in all stages can provide customers with a good buying
experience but still quality products at an affordable price.
2.3.2 Human resource factors
Human resources are Aceline's invaluable assets. Despite its small size and inexperience, it
received a progressive spirit from the members and was devoted to the brainchild of the group.
The members always strive to learn and improve their specialized knowledge and foreign
languages when Aceline-Banh rice mixes with the ambition to reach out to the international

market. Team spirit is the pride for Aceline and everyone helps each other not only in the field of
work but also emotionally, creating a strong bond that Aceline always respects and is proud of.
2.3.3 Product features
For Aceline, determining the original source of goods is a difficult problem when trying to
find the right place to get the right corner of the famous rice paper source of Long An. Through
many times of researching and negotiating with suppliers, Aceline has found a source of highquality products in terms of both packaging and product quality.
• Product
Casting rice paper is made from Vietnamese rice flour, proud to be the most delicious rice
source in the world, achieving high-quality products of Vietnam. Along with that is the esoteric
way of mixing rice paper in Long An and the taste that no other place can do. Creating the
feeling that when you eat, you will forever remember the aftertaste of the land of Long An and
the friendly and hospitable people.

15


• Size:
Although the rice paper is put about 100g into the plastic bag, the store advocates for
environmental protection, so it has been packed in paper bags, although the cost is higher, but it
protects food safety and hygiene.
• Color
The application of diverse colors, the deep yellow color of saté is seasoned for the white
rice paper of quail eggs, the light yellow of grated mango, and the green color of sage, which
makes the rice paper eye-catching and attractive_Aceline.
• Packaging
Aceline uses paper bags - easy to destroy and can be recycled - to pack products with thick
wrapping paper to ensure product quality, limit color printing to avoid the influence of copper
ink smell. cost-saving weather. In addition, Aceline created a communication to print a thank
you card to customers who bought Aceline's products and also created incentives for customers
to use hygienic gloves when mixing cakes and bamboo chopsticks to pick up rice paper.

2.4 Competitor analysis
The market for the snack food industry is a huge and lucrative market, so Aceline's
potential is not small. However, not only Aceline but also other snack food shops are also
popular and trusted such as Abi rice paper, Tay Ninh rice paper, bear cake, Taiwanese mixed
cake, ... are trusted. Here, Aceline identifies immediate and long-term competitors as Abi rice
paper and soybean rice paper in the market.
• ABi rice paper
- Advantages

16


+
+

The trend of young people introduced and developed by many KOLs.
Many colors, many different types of goods, so they are widely popular

- Defect
+
+
+

High cost
Many sellers make the product difficult to know the exact angle source.
Many people promote the deliciousness of their products, but that's not really the

case.
+ Because the product is not as delicious as its appeal, it only sells for the first time
with no long-term potential

- Size, color
Diverse, rich in many shapes and colors. Many varieties sell for about 100-150g per
product and are very diverse
Price:
Due to a lot of media promotion, the price is also quite high compared to normal rice paper
in the market.
• Rice cake
- Advantages
+
+
+
+

The type of rice paper is the most sold in schools, grocery stores, stores, ..
Ease of sourcing and suppliers
Favored because it is a typical taste from many years ago
Super cheap price suitable for everyone

- Defect:
+

It's easy to source, so its quality is not clear
17


+

Because it is a cake that has been sold since ancient times, it is no longer suitable
for the times and needs to be developed differently.


- Size, color
Familiar colors are white rice paper, red chili sauce, orange shrimp salt. Packed in
transparent plastic bags not suitable for environmental protection.
- Price
The price is cheap and there is a wide variety for customers to choose from to suit
everyone.
2.5 SWOT Analysis


Strengths:

Answers to the advantages of rice paper:


Low cost suitable for all ages, especially students
There is a high market for goods such as schools, markets, convenience stores,....
It's a delicious food.
Easy market access
Diversified supply
Weakness:

Talk about the limitations of selling rice paper
-

Start of the trade without a lid to catch food safety supplies
Packaging and manual use
Less shipping experience, so the shipping range is less than far away
• Opportunities
The large e-commerce sales site platform helps to solve the problem of the wholesale
market well, without the need for trade premises but still reach a large number of

customers that those e-commerce sites own.
18


-

Diverse food trends easily consume products
Reach a variety of customer species
• Threats
Young and inexperienced human resources
Compete with other dining items
Compete with other rice paper agents
Other diverse items tend to grow higher

19


S - O. Analysis

S -T. Analysis

- Rice paper is a relatively cheap product
in the market that is easily accessible to
many people and e-commerce sites are
also quite high consumption places in the
market.

- Aceline's team is still inexperienced, but
has a high sense of responsibility for
learning, actively working, and cultivating

individual and collective knowledge. This
is a development environment not only
for Aceline but also for individual
- The spillover effects on social networks members.
are quite strong and with the development
of 4.0 technology, Aceline's product posts -Propaganda and dissemination of
become more successful and attractive.
information about using Vietnamese
goods as well as posts and products
reminiscent of childhood.
W - O. Analysis

W -T. Analysis

- The problem with product packaging is
because the store wants to protect the
environment, so packaging is very
difficult.

- Unoptimized shipping with competitive
products with many other agents requires
Aceline to have developed strategies to
meet and improve in the business
development environment.

- With today's developed and advanced
technology, Aceline always looks for the
best solutions for the transportation and
packaging of products that do not pollute
the environment while still being suitable

for sales.

20


CHAPTER 3: BUSINESS PLAN
3.1. Marketing plan
3.1.1. Apply the 4P strategy
With the Marketing plan, the team decided to conduct analysis of the 4Ps model.
• Product
Product: Mixed rice paper
- Classification: Rice paper includes 2 types, Cau Duc rice paper and mixed rice paper,
-

suitable for everyone's snacking needs.
Ingredients: main ingredients are rice paper, quail eggs, mango, laksa leaves, fried

-

onions, peanuts, chili, spices.
Weigh: there are two types of products with 2 weigh: Cau Duc rice paper 100gr/bag,

mixed rice paper 250gr/bag
- Packaging: bags printed with Aceline brand logo.
- Tissues and chopsticks with each product.
• Price
Mixed rice paper is a very popular item for people of all ages. Even people with low
income can easily buy a bag of rice paper to sip. Because of the popularity of users and the wide
popularity of rice paper mixed with the same type, Aceline implements a strategy to promote the
quality and food safety of the product and sets the product price according to the strategy. highquality strategy – average price (For current competitors (high quality, ensuring food safety) the

product has a lower price).
For each type of product (prices are listed on Aceline's sales pages):
-

Cau Duc rice paper (100gr): 15,000vnd/bag.
Mixed rice paper (250gr): 25,000vnd/bag.

21


• Place

Currently Aceline conducts online sales and direct sales in the area of HCM City University
Technology and Education:
-

Nowadays, the digital technology era is growing, ordering and delivering online has
become an indispensable part for everyone. Most young people use it through social
networks such as Facebook, Instagram, Pinterest, etc. Therefore, grasping the current

-

trend, Aceline distributes products to consumers through online ordering.
Register your business on e-commerce sites: Tiki, Shopee, etc. there are many incentives
from the distribution system. Combined with a fast, professional, and progressive door-

-

to-door delivery service, Aceline can help deliver products to customers.
The convenience in HCMC UTE area, where Aceline can easily deliver products to

consumers, so Aceline has chosen direct sales and free shipping for customers who buy
products in the university area.

In summary, the choice of channels with distribution means is very diverse. Therefore, the
careful selection to save costs and convenience for Aceline has been clearly reflected in the
distribution strategy.


Promotion
In Vietnam, the number of users consuming Aceline's products is very large because
Aceline's products are suitable for all ages. We can easily see schoolgirls, students holding
bags of rice paper to sip, or even workers eating bags of rice paper during breaks. Along
with the development of social networking sites today, most people own at least one
personal account on it, so the communication on the media, on social networking sites by
means of social media. Videos and viral images are selected by Aceline to bring products
closer to consumers.
Build a website, fan page "Aceline" from day one to attract followers and interact with the
target audience. Through activities:
22


-

The post strongly affects the psychology of young people to middle-aged people: articles
about product quality, food safety of production and packaging, prices and incentives of

-

product.
Parallel combination is the introduction of mixed rice paper products with production

process clips, viral videos, the trend of young people preferring mixed rice paper
products, positive feedback from customers, etc.

Posts on Facebook fanpage

23


With more than 200 people reaching and nearly 80 interactions for each post of Aceline

24


Source: Self-compiled
Figure 3.1. Content
-

Post on Instagram

25


Tài liệu bạn tìm kiếm đã sẵn sàng tải về

Tải bản đầy đủ ngay
×