| Summary: | 碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 102 === An Indian Singaporean Professor stated in his famous book “Brand Management 101” that marketing is the art that could stop the normal process of customers’ logical thinking to earn profit. In the market of such strict competition like what we are undergoing now, marketing is not only with words and clips via television commercials but more importantly via online and click technology. The term “market share” has become one of the most typical words describing marketing world but winning it by online tools or what we call “e-marketing” is still under big challenge.
Gaining market share is among top concerns of any business. The reason, according to Philip Kotler in Marketing Management Millennium Edition, is that market share serves as a very primary base to earn customer share from which companies could generate its income and profits. By applying more tools which are closely related and familiar with customers like Internet and information graphics delivery, many companies start to enjoy the fruitful results by only limited budget in a very short period of time. It is of great importance to be aware that there are plenty of e-tools that designers and marketers could make use of in order to draw the most attention from customers at the same time effectively emotionally call for action from them.
In Vietnam, the market economy was recognized at the end of 1986 under the revolution all “Reform”, later on, by 1995, the Internet started its life, much later than some other parts of the world. As a result, e-marketing or e-commerce has not been observed any outstanding development until recently in around 2012. For the sector of retailing, especially supermarket retailing, the small market scale of Vietnam in comparison with markets in the region somehow restricts its full growth and serious investment for further penetration. However, there are basic elements for a potential development in Vietnam such as: big population with mainly young population, high rate of economic potential, good speed of infrastructure and business environment improvement and non-stop improved living standard. All of the mentioned factors would strongly support the coming stage of development in retailing market, which, in Vietnam, has been recognized as enormous potential.
In Vietnam, especially in big key cities like Ho Chi Minh City, there is a big completion between domestic players like Co-op mart, Citimart, Maximart, and international retailing corporation like Metro Cash and Carry, Lotte, Big C etc. the completion is even getting stronger when small shopping store chain are now mushrooming, Shop and Go, B’s mart, Circle K, to name a few. These supermarkets are trying their best to attract as many market share as possible. For this purpose, the researcher chose Coopmart as a case study in this research. Coopmart is the most favorable domestic supermarket in Ho Chi Minh. In this thesis, the researcher studies the use of e-marketing to increase the market share of COOPMART in Ho Chi Minh City market, and then find out the solutions for the business owners and policy makers to improve their strategies taking into account the information collected and analyzed.
The study made in this thesis is noteworthy. As to the knowledge of the researcher, no such study has been carried out earlier on Co-opmart in Ho Chi Minh City to understand whether using e-marketing could increase the market share of Co-opmart within Ho Chi Minh City market.
In general, the results are there were significant differences between Industry Sectors and Sell, between Industry Sectors and Serve, between Industry Sector and Save and between Industry Sector and Sizzle. Therefore, the management of Co –opmart is recommended to place their most attention to strategy for which the focuses on improving products, serving customers both in store and through Internet, and strengthening reputation are of utmost essence.
|
|---|
