BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC HOA SEN

KHOA KINH TẾ VÀ QUẢN TRỊ

INTRODUCTION TO MARKETING
Dien May Xanh Electronics Supermarket Chains
Group’s Member: La Thi Thanh Thao Student ID: 2182077

Pham Nhat Khanh 2173209

Nguyen Tran Thanh Truc 2185435

Nguyen Huu Quynh Nhu 2162283

Nguyen Ngoc Huynh An 2171420

Tutor’s Name: Ms. Tran Thi Thu Hien

Tutorial Class: MK203DV01

Tp.HCM, August 2019

 BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC HOA SEN

KHOA KINH TẾ VÀ QUẢN TRỊ

INTRODUCTION TO MARKETING
Dien May Xanh Electronics Supermarket Chains
Group: 2
Tutor’s Name: Ms. Tran Thi Thu Hien
Tutorial Class: MK203DV01

Student
Num. Member Assignment of work Completed
ID

- Summary
1 Nhat Khanh 2173209 100%
- Word edit

2 Quynh Nhu 2162283 - Microenviroment Anlysis 100%

3 Huynh An 2171420 - Macroenviroment Anlysis 100%

4 Thanh Truc 2185435 - SWOT Analysis 100%

- COMMITMENT
- THANKS TO
5 Thanh Thao 2182077 - ABTRACT 100%
- SALULATORY
- 4P’s Analysis

II
 COMMITMENT
“We read and understood about the violation of academic integrity. We
commit by our honors that the report is studied by us and perform so we ensure
not to the violation of academic integrity.”

August, 2019

(Member’s Signatures)

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 THANKS TO
This is the final report of the Introduction to Marketing course conducted by
5 members of our group and this is thanks to all of people. First of all, we
would like to thank the Mrs. Tran Thi Thu Hien has enthusiastic and
dedicated to guide our team to complete this final report. Secondly, we would
like to express our sincere thanks to those who participated and the members
of the group contributed their ideas and made great efforts to find information
so the report is complete. Besides, during the process we made the report,
mistakes and negligence are hard to avoid. We hope you to take some time
to give us suggestions for growing and having more knowledge to make our
future reports perfect than. We would like to accept everyone's opinions.
Please send your thanks

Thank you!

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 ABSTRACT
With the report on Introduction to Marketing, our team learned and
survey of Dien May Xanh's business marketing strategy in the dosmetic
market from 2011 until now. We tried to find information, cite, select from
Dien May Xanh's marketing strategies. Through the process of making group
work, we hope foreign businesses can understand more about strategy as well
as understanding where they will invest to expand the market, High returns
on profits. With the enthusiasm and hard work of the members,we will
complete this report in the best wa

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 TABLE OF CONTENTS
COMMITMENT ........................................................................... i

THANKS TO................................................................................. ii

ABSTRACT ................................................................................. iii

SALUTATORY ............................................................................ 5

I. SUMMARY ............................................................................. 6

II. BODY .................................................................................... 7

2.1. Microenvironment Analysis ............................................................. 7
2.1.1. Company ............................................................................................ 7
2.1.2. Suppliers ............................................................................................ 8
2.1.3. Marketing Intermediaries ................................................................ 8
2.1.4. Customers .......................................................................................... 9
2.1.5. The competitors............................................................................... 11
2.1.6. Publics .............................................................................................. 13

2.2. Macroenvironment Analysis .......................................................... 14

2.2.1. Demographic environment: ........................................................... 14
2.2.2. Economic .......................................................................................... 15
2.2.3. Natural ............................................................................................. 16
2.2.4. Technology ....................................................................................... 16
2.2.5. Political ............................................................................................ 17

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 2.2.6. Culture ............................................................................................. 18

III. SWOT ANALYSIS............................................................. 19

IV. 4P’S ANALYSIS ................................................................. 21

4.1. Promotion ................................................................................ 22

4.2. Price ......................................................................................... 22

4.3. Product ..................................................................................... 22

4.4. Place: ....................................................................................... 23

V. CONCLUSION AND RECOMMENDATION .................. 24

5.1. Conclusion ............................................................................... 24

5.2. Recommendation ..................................................................... 25

REFERENCES ........................................................................... 26

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 TABLE OF FIGURES
Table 1. The segmentation customer market of Dien May Xanh ............. 10
Table 2. Dien May Xanh's SWOT Analysis ............................................... 21
Table 3. Dien May xanh’s 4P’s Analysis ................................................... 22
Table 4 . Dien May Xanh’s Programs ........................................................ 23

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 TABLE OF PICTURES
Picture 1: The System of Dien May Xanh Chain Store .............................. 6
Picture 2: The suppliers of Dien May Xanh ................................................ 8
Picture 3: The revenue of chain stores......................................................... 9
Picture 4: Competition 1 ............................................................................. 11
Picture 5: Competition 2 ............................................................................. 12
Picture 6: Competition 3 ............................................................................. 13
Picture 7: Commercial Web ........................................................................ 17

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 SALUTATORY
Barrack Obama once said: “If you go the right way and are always ready.
Next, sooner or later you will succeed. ” We all know the first step to one children
who know how to speak, walk, eat or crawl, adults must tell and have some proper
proper method. Applying in business as well, a business person success and exist a
long time since their names in the market or may be failed then business strategy
is the important factor that business need to have. However, all of company need
to push higher dosmetic position and especially this is the first step to hang out the
competition international area then business strategy can limit risks and lift high
competitiveness. For example, Dien May Xanh which is the electronics retailer
with the strategy of opening stores throughout 63 provinces in Vietnam. They
studied about the market, culture, psychology, behavior and demographic of
customers. Moreover, they connected to big reputation brands as Samsung, Apple
and so on. However, the difficult thing that they have to face with a lot of
competitions such as Tran Anh, Nguyen Kim, MediaMart, Vinpro,…but these
electronics retailer is not still catch up Dien May Xanh because of the smart
marketing strategy.

For these reason, our members decided the topic of Dien May Xanh for the
final report. Through the report, we hope to help Vietnam company and
multinational company can understand about the marketing strategy and look for
the suitable strategy in order to apply for their business.

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I. SUMMARY
Dien May Xanh is a new brand which has succeeded in interior market for
selling electronics products. Also, it become a national brand and open chain
store in a short time. This report which study about the story of Dien May
Xanh’s marketing strategy and stand out from a lot of many electronics stores
in VietNam. Dien May Xanh was first notified to the community in December
2010, but it was just the new brand to customers and it hadn’t much influence.
Within 6 years, Dien May Xanh has developed rapidly and became the first
electronic retailer system of Vietnam.

Picture 1: The System of Dien May Xanh Chain Store

Up to now, Dien May Xanh had 119 supermarkets, in present at 63 provinces

around the nation, is throughout from south to north and from plain to highland.
When the customers shopping at Dien May Xanh, they will easily experience the

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open supermarket, making the customer to find, compare and experience products
at supermarkets. Moreover, along wih a rich list of good products, focusing on 90%
of popular demands and with many reputation brand in the world.

Especially, the service after sales is upgraded, with policies focus on

customers such as price, commitment of the best price within 14 days, 100%
refund for customers if somewhere is cheaper, change the product within 30 days
if the customers find product error.

Not only that, the online service makes it easier for customers to shop at the
supermarket than ever before with the website that is rebuilt scientifically with full
content, images, description and so on. The phone version is also easy to search,
and shop at anytime and anywhere.

II. BODY
2.1. Microenvironment Analysis
2.1.1. Company

Dien May Xanh was established in December 2010.

Firstly, it opended 12 stores where are located in 9 provinces until now there
are 887 supermarkets in 63 provinces and cities in Vietnam. Moreover, there are
10.000 employees.

Products at Dien May Xanh Supermarkets are extremely diverse, from

famous brand such as TVs, Refrigerators, Washing Machines, Air-conditioners…
to household appliances such as: Rice Cookers, Gas Cookers, Electromagnetic
Stoves,…Dien May Xanh also sells products such as phone, tablet, laptop,
accessories…

The brand is well-known thanks to effective marketing strategy.Wide

distribution net work with 253 supermarkets nationwide, covering 63 provinces

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and cities.

Having a good financial position should be spent on MWG’s Green

Electronics.

There is a creative strategy such as developing the form of supermarket Dien

May Xanh mini in coastal areas. Enjoying the absolute advantage of Mobile
telecommunications compared to other electronics retail chains due to the success
of Mobile World.

2.1.2. Suppliers

Picture 2: The suppliers of Dien May Xanh

For Suppliers, there will be pressure on product prices, in addition to

distribute products to meet partners’standards and create advantages in negotiation
and transaction. There are lots of big suppliers from around the world such as
SamSung, Panasonic, Sony, Hitachi, Daikin, and so on.

2.1.3. Marketing Intermediaries

There are 886 supermarkets in 63 provinces and cities around Vietnam.

Every supermarkets offer almost identical items, variety, often have discount
promotion program on special occasions. Dien May Xanh system has spent a large
money to invest in facilities and staff for super sales, so customers can be better
served. Dien May Xanh employees are always trained to handle situations and
serve customer needs in the best way, by phoning or meeting at the supermarket.

Dien May Xanh is also affiliated with many major banks, allowing

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customers to be paid by visa cards, master cards, credit cards,… without cash, and
supporting installment purchases.

2.1.4. Customers

Dien May Xanh want to have customer segmentation who are employed and
the higher income rather than teenagers.

The revenue of Dien May Xanh has increasing from 2011 to 2017 to catch
up The Gioi Di Dong. As a result, Nguyen Kim not only lost the leading position
but also lost the second place in the hands of another competition which is Dien
May Xanh. They are having impressive business results: Revenue in 2016
increased 54% from 8,100 billions to 12,500 billions and continued to increase by
26% in 2017. (Kiến Khang, 2018)

Picture 3: The revenue of chain stores

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 Table 1. The segmentation customer market of Dien May Xanh

Numbers Segmentation Criteria

1 Geographic - Area: nationwide, 63 provinces

- City: from provinces to center city
- Population density: 274 people/km2
(According to the General Department of
Population and Family Planning)
- Climate: located in the tropics with humid
subtropical climate in the North and
tropical monsoon climate in Central and
South

2 Demographic - Age: 25-50

- Gender: Male or Female
- Family: 2 generation or more
- Income: 15 million/ month or more

2 Psychographic - Social class: Medium or more

- Lifestyle: look for the suitable product
which meet their needs.
- Personality: convenience, modernity

3 Behavioral - Status: relax, balanced life, affirmed,

confident, and so on.
- Occasion: on New Year and depend on the
life cycle of the product
- Benefits: the customers can relax after a
whole working day, balance the life and
convenient through indoor furniture.

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 2.1.5. The competitors

There are some leading brand in the electronic market such as Nguyen Kim,
Tran Anh, Mediamart, and so on.

+ Nguyễn Kim:

There are 21 stores from Southern to Nothern of Vietnam. They use

marketing strategy “ shop-in-shop” which opened every electronic center in each
supermarket.

Nguyen Kim is the first electronic center which received the International
Quality Management System Certification across the country.

Picture 4: Competition 1

+ Trần Anh

Along with 14 stores in Hanoi and the rest for other provinces from Southern
to Middle of VietNam. For Tran Anh, they have Japanese quality service such as
large display spaces, parking, locations,…

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 Tran Anh has big difference thing when comparing with others company.
(Tuan Thanh, 2017)

+ Firstly, they chose the center position at “ the gold place” of

provinces, cities in order to connect with potential customers.

+ Secondly, they are focusing on promoting the big store with the
large area in order to show the product on shelves to help the customers easily
select and experience.

+ Thirdly, they are well exploiting his own advantages that are
Japanese partners supporting the same goal towards Japanese pality.

+ Finally, having more good warranty and maintenance of the

company.

Picture 5: Competition 2

+ VinPro

As a part of strategy to become the leading brand retailer in Vietnam so

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Vingroup corporation officially announced the retail system of VinPro
Technology-Electronics-a new style of electric retailing on March 10, 2015.

Vinpro opened 4 electronics retail stores with the mission of serving

Vietnamese people’s technology product using demands.

The center system of technology-electronic has 2 business models:

 Vinpro: the system of technology-electronic at supermarkets

and departments.

 Vinpro+: the chain stores are located in big provinces and

cities.

Picture 6: Competition 3

2.1.6. Publics

The foreign investors with financial strength and experience have

overwhelmed domestic enterprises.

Typically, the Central Group of Thailan acquired 49% of Japanese

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electronics store Nguyen Kim or Nojima, which also holds 31% of Tran Anh’s
electricity.

The acquisition of foreign competitors has just taken place, but in fact, many
electronics businesses have had difficulties. Over the past 5 years, a series of brand
such as WonderBuy, Best Caring, HomeOne, Viet Long, and Topcare have gone
bankrupt because they can not stand in the fierce competition market.

Pressed from the development of advanced technology to products and

become more modern, making some manufacturers abandon old models and
replace them with new models.

 Pressure on outdated products, when the centers are not sold out, leading
to inventory of products.

2.2. Macroenvironment Analysis

2.2.1. Demographic environment:

Population of more than 90 million people, while the proportion of people in

working age is high, with increasing living standards and income is a strong support
to speed up the demand.

Vietnam is the third most populous country in ASEAN and the 13th in the
world. According to the General Statistics Office, in 2024 the population will
exceed 100 million people.

Scale of urban and rural population and regions:

- Urban residence 29.6%

- Rural population 70,4%

Urban population increased rapidly, increasing middle class boosted consumer

demand in the market

People 's living standards and incomes are increasing, increasing the need to

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learn and consume quality products

The population is concentrated mainly in two big cities: Ho Chi Minh City,
Hanoi and big cities, so enterprises can focus on market research and marketing
activities as well as product distribution in the cities. This area helps to reduce
research and advertising costs. Being a country with high population and stable
income, the consumption of electronic products and entertainment is very high.

Creating favorable conditions for Dienmayxanh to develop the electronics retail

market and potential customers segment where the Dienmayxanh is based on the
following factors:

 Age: from 25-50 year old

 Gender: Male and Female

 Family size : family of two generations or more

 Income: about 15 million per month or more

 Social class: middle and up

2.2.2. Economic

Vietnam's electronics market in recent years has had strong developments

in sales as well as the number of retail businesses participating in the market.
According to Mr. Ngo Thanh Dat, Marketing Director Tran Anh, in 2015,
Vietnam's electronics market grew by about 20%, with this growth rate being
estimated to reach nearly 7 billion USD. Meanwhile forecast from research firm
Statista (Germany), estimated consumer electronics market is about 10 billion
USD. Having this growth rate is partly due to the strong increase in consumer
demand.

According to GFK, the consumption of electronic and refrigeration products

in Vietnam will increase from 7.3% to 11.9% in the coming years. However, the

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current reality shows that, although there are always countries with high growth
rate of consumer demand, in Vietnam in the past few years, many electronics
retailers cannot exist. . The once-big names of the electronics market went bankrupt
like BestCaring in 2012, Viet Long in 2014 or TopCare in 2015. In addition, many
electronics retailers must sell themselves or enter into joint ventures with other
partners. Foreign partners to continue competing like Tran Anh sold 31% market
share to Nojima Japan, Nguyen Kim sold 49% of the share to Central Group of
Thailand ...

In recent years, this market segment is still in the middle of the battle of "big
men". Although Dienmayxanh has no a long-term operating experience, it is still
considered a formidable competitor with an ambition to expand the market and to
pay for effective marketing strategies. The market for electronics and electronics
business is still considered to be very fertile and has many potentials.

2.2.3. Natural

The natural environment include the natural sources that are needed as input
by marketers or that are affected by marketing activities. Nowadays, on the earth
air and water pollution are hot issue that are being mentioned very much.
Dienmayxanh have produced several program to increase those problems.

Company executed several program that allow customers recycle their

appliances and electronics. During this time, Dienmayxanh also introduced a
recycling program at 1,000 of its stores. That program accepts most televisions and
monitors, laptops, DVD players, cell phones, keyboards, and remotes. The
company stores also contain recycling kiosks which accept ink cartridges,
rechargeable batteries, cell phones, CDs, DVDs, PDAs / smart phones, and gift
cards.

2.2.4. Technology

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 Dienmayxanh is a tech-based company. Today, with the widespread
adoption of information technology and telecommunications industries, many new
products, services and technologies have been created and gradually. Shopping
online is one of the best way to buy things. Thanks to the Internet, consumer can
buy anything they want at home. This way is very useful and comfortable. So, all
most store choose this way to sell their products. They sell their products in the
online store (Dienmayxanh.com).

The store allows for 24-hour access. Some deals are online-only, requiring
consumers to shop on the site for big or exclusive purchases.

Dienmayxanh continually improves and gives customers the most enjoyable

and satisfying experience based on cultural background and placing customers at
the center.

Picture 7: Commercial Web

2.2.5. Political

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 Laws, state agencies and pressure groups affect and limit different
organizations and individuals in society. The change of political factors - laws
strongly affect economic entities, affecting production and business activities.

 Law on antitrust

 Tax law

 Economic policy - education

 Labor policy - salary

 Labor law

In recent years, Vietnam has issued many documents, laws as well as

circulars and decrees that have created a legal corridor for business activities,
especially the Competition Law and the Commercial Law. Vietnam is easing trade
protection policy through a schedule of tariff reductions in the ASEAN Free Trade
Area (AFTA), and joining the World Trade Organization. From January 1, 2006,
the import tax for electronic goods is only 0-5%, which helps Dienmayxanh have
the opportunity to directly access goods from ASEAN countries to better serve
customers. In summary, the political situation in Vietnam is considered quite
stable, as in the past, Vietnam has had legal reforms to improve the investment
environment, creating favorable conditions for Dienmayxanh. as well as other
businesses rest assured to invest in business activities.

Limitations: Unstable tax law, large tariff barriers, high taxes make prices
higher than other countries - making customers consider when buying products.

2.2.6. Culture

Vietnam is a multi-ethnic nation, consisting of 53 ethnic groups and 63

provinces. Located in the humid and tropical subtropical climate zone in the North
and tropical monsoon in Central and South

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 Each province in Viet Nam as a large market but there are also cultural
differences, so that consumer goods must meet all the needs of the people and also
the unique needs of the market in each province. Dienmayxanh are not excluded
from this rule, they must thoroughly understand the tastes of their customers in
each province for a strategy to invest in the right shops and websites

Example: Vietnamese people love modernity, comfort and don't take up too
much space so they like small, versatile, convenient items…

III. SWOT ANALYSIS

Base on the SWOT definitions, there are some informations about SWOT’s
Dien May Xanh.

- Firstly:

+ The biggest weakness is as a new brand that established at the end of 2010,
Dien May Xanh is still not an familiar name with customers, comparing to other
longtime-experienced competitors such as Nguyen Kim, Media Mart,…

+ However, this company has a competitive strength is that it is supported

by Mobile Word Corp, which is one of the largest and most successful companies
in Viet Nam.

=> This things show that Dien May Xanh have easier to gain the customer’s trust
rather than newly established brands.

- Secondly:

+ The change in brand name from Dienmay.com to Dien May Xanh, which is
a strange and speacial name from any other name of competitors, show that this is
a protential competitor in attracting customer’s attention.

+ In daily life, the company also show the ability from make the customers
remembers them thanks to the advertisement or parody videos.

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=> If the company uses the right factors to create an unique media promotion
campaign, that could become their advantage phenomenon.

- Thirdly:

+ Thanks to the good quality of customer sevices, the company has received
friendly images and positive feedback from their customer.

+ In fact, minigames and promotional activities have gained much success.

=> This fact has revealed a potential marketing tool Dien May Xanh apply,
Specially, the success of this media marketing is somehow ensured by customer
support for the brand.

- Fourthly:

+ Dien May Xanh has a strength is having abundant fund of capital supported
by Mobile Word Corp.

+ The demand for high-tech devices is high in this modern life.

+ However, its weakness is mall shop and unattractive locations.

=> The competitors not had many stores in different provinces and small towns in
Viet Nam, this is the advantage for Dien May Xanh. Company has the ability to
open many small shop in different province to approach customers in almost every
area over the country

- Last but not least:

+ Another weakness of company is that the investment is very high.

+ Also, the different between income of people living in cities and in the
countryside is substantial.

=> The company should consider carefully when launching stores in countryside.
People in countryside have lower income so their demand for expensive goods will

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be lower. These are potential risks when expanding markets in countryside in Viet
Nam.

+ The investment of foreign corporations in domestic firms is increasing.

=> It is urgent for Dien May Xanh to take actions to stand out in the market in order
to success as its competitors are becoming stronger with financial support.

Table 2. Dien May Xanh's SWOT Analysis

STRENGTHS WEAKNESSES

 Supported by Mobile World Corp.  Unfamiliar brand name.

 Archived many positive responses.  Small shop.

 Have friendly images.  High investment for advertisement.

 Abundant fund.

 Have mini store in the countryside

OPPOTUNITIES THREATS

 The advertisement of Internet and  Big different between income of

Social Networks. citizens and people in the countryside

 The success of promotion event.

 Competitors do not have stores in

many provinces.

 Booming era of High-tech devices

IV. 4P’S ANALYSIS

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 Table 3. Dien May xanh’s 4P’s Analysis

Promotion -The blue man sings and dances on Product -Offer a wider range of products
the brand sympol picture used by typical customers.

-Events or TV shows -Products information on website

-Connect with other brands to -Allows customer response with

create discounts for customers products and exchange or refund

-Mini game online for them

-Advertising

Price -Use discount in order to give a Place -Expand the region and opend
low-price for customers. many stores in attractive location

-Give many advantage about -Offer delivery services at home.

service for customers

4.1. Promotion

Dien May Xanh promoted many activities to introduce products to customers

and push discount, policies program to keep customers. (Cao, H., 2016)

4.2. Price

Dien May Xanh gave discount programs with many advantages for customers.
The customers choose the right time to buy, only with the money sometimes less
than half which can have the opportunity to own a premium product, good quality
is not inferior to the new products of the same type.

4.3. Product

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 The company successed in maintaining the pality and variety of reputation
brands and products.

4.4. Place:

Dien May Xanh expanded throughout 63 provinces and opened at the “gold
place” of big provinces or cities.

Dien May Xanh understood about the behavior customers as: they opened stores
at Ho Chi Minh city and every districts where they has a store in order to help
Vietnamese people easily look for.

Table 4 . Dien May Xanh’s Programs

NUM. TASK STRATEGY PROGRAM/EVENT

1 TVC “Dien May Xanh” Promotion Push the TVC on TV

on TV channels at advertising
hours.

2 TVC “Dien May Xanh” Promotion On social network:

on social media Facebook, Youtube,
Instagram, and so on.

3 Online mini games Promotion “Leading Santa Claus to

Dien May Xanh”, “Finding
Slogan of Dien May
Xanh”, “Sharing videos to
receive iPhone”.

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 4 Connect with brands to Price
give discounts events for
customers
“Big party with buying
Tivi 100% is have gift”,
“Buying one to get three
with Samsung” or “with
any bills from
300.000VND to 5.000.000
VND buyers will receive
0% installation interest and
a trading stamp”.

5 Offline advertising Promotion The blue outfit man dances

and sing along the street
and in front of Dien May
Xanh stores.

6 Stores expansion Place 886 stores in all 63

provinces in Vietnam.

7 Sponsor many events and Promotion “Chieu cuoi nam”, “Tao

TV shows Quan”, “Gala Tet Viet”,
etc.

V. CONCLUSION AND RECOMMENDATION

5.1. Conclusion
- “Dien May Xanh 2016 Campaign” was voted the number one successful
marketing campaign in 2016

- The gross revenue reached about 13, 709 billion VND in 2016 which was

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 206% higher than 2015 (News.zing.vn ,2016)

- Dien May Xanh is the three leading electronic retailer in Vietnam (Cafef.vn,
2017)

- “Dien May Xanh TVC” stood out the top 2 most viewer in Asia in
November 2016 (“Chiến lược Marketing số 1” ,2016)

5.2. Recommendation
- Thanks to the right choice, clear goals and ideas combined with the effective
and ever-developing Dien May Xanh marketing strategy through TVCs, this
brand has achieved an impressive amount of views even without using
influence marketing. Until now, everyone knows Dien May Xanh and
advertising TVCs during the past 1 year, the great success of this brand is
worth admiring and learning.

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marketing-dien-may-xanh-dan-dat-ban.3271.html> [Accessed Dec,19 2016]

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