Promotional Activities Used by the Company (Figure 2.3

The ability to supply goods from the source is assessed to be slow, many items can only be delivered to the company from 3-7 days. The reason is that the number of suppliers is small and not near Hanoi, so the supply is difficult. Therefore, the company needs to have a plan for the items to buy goods at the right time, avoid having too much inventory or lack of goods so that it cannot be proactive in delivery.

b. Promotional activities used by the company

Trade promotion is the activity of promoting and seeking buying and selling opportunities.

goods and services, including promotional activities, advertising,

Maybe you are interested!

Displaying and introducing goods, services and trade fairs and exhibitions. Doing business in the field of e-commerce can help businesses have more forms of promotion, with low cost, efficiency and higher ability to interact with customers.

Figure 2.3: Promotional activities used by the company (Figure 2.3 - Appendix 2: Diagram, drawings)

Statistics show that the company mainly uses promotion through forums, classifieds, and online advertising.

The company's advertising campaign only

stop

at the level of placing banners on websites

members of Uy Tin (such as Golbook.com, Golgift.com, Golaodai.com,

Golwow.com….), this method has the advantage of saving money but does not widely promote the company's image.

c. Difficulties the company encountered in the process of retailing kitchenware products on the website hanoi.golmart.vn

Figure 2.4: Difficulties the company encountered in the retail process of kitchenware products on the website hanoi.golmart.vn (Figure 2.4 - Appendix 2: Diagram, drawings)

Looking at the survey results, it shows that hanoi.golmart.vn has difficulties in financial resources (accounting for 20.0% of opinions), human resources (accounting for 20.0% of opinions) and difficulties in finding and attracting customers (accounting for 20.0% of opinions). This shows that the creation of an effective sales process needs to be considered by the company and measures should be taken to improve it.

In general, according to the assessment, all of these factors cause obstacles in the sales process via the website. But above all, the company needs to pay more attention to human resources and financial resources. At the same time, the company needs to have necessary solutions to attract more customers.

d. Steps that need to be focused on and perfected in the retail process of kitchenware products on the website hanoi.golmart.vn

Figure 2.5: Steps that need to be focused on and perfected in the retail process of kitchenware products on the website hanoi.golmart.vn (Figure 2.5 - Appendix 2: Diagram, drawings)

Uy Tin Trading and Service Company Limited is interested in all stages of the retail process of kitchenware products on the website hanoi.golmart.vn. However, the order management process, order execution management and post-sale processing still have many limitations due to many other reasons. With the four activities listed, the post-sale processing process is considered the most important stage (accounting for 40.0% of opinions), followed by the order management process (accounting for 26.7% of opinions), the order execution management process (accounting for 20.0% of opinions), and the remaining 13.3% is the payment process. At hanoi.golmart.vn, payment is quite convenient, with diverse payment methods and easy to use.

2.3.1.2. Results of analysis and processing of customer survey forms

a. Source of customers knowing the website hanoi.golmart.vn

Figure 2.6: Source of customers knowing about the website hanoi.golmart.vn (Figure 2.6 - Appendix 2: Diagram, drawing)

According to the survey results, 46.7% of customers know the website through newspapers and magazines, but this activity has not been focused on by the company. Also according to the results, about 33.3% of customers know the website through forums and classifieds pages.

b. Customer reviews of kitchenware categories on website hanoi.golmart.vn

Figure 2.7: Customer reviews of kitchenware categories on website hanoi.golmart.vn (Figure 2.7 - Appendix 2: Diagram, drawings)

Compared to customer demand and product structure of some websites providing kitchenware, the product range is not rich, the products in each product group are not many, customers have few choices. According to the assessment, 53.3% of customers still think that kitchenware products on the website are few and poor.

c. Ordering forms that customers often use

Figure 2.8: Ordering form commonly used by customers (Figure 2.8 - Appendix 2: Diagram, drawing)

Website hanoi.golmart.vn provides many different ordering solutions such as ordering via website, ordering by phone, directly at the company, ordering by email.

The most popular form of booking is by phone.

(60.0%), this form will be more convenient for customers but it will be more difficult for employees to process orders, because they have to spend time searching for products, then re-ordering on the website.

Ordering via the website is not chosen by many customers (accounting for 26.7% of opinions), which is something the company needs to reconsider in terms of website features, convenience as well as customer support services when searching for products and ordering.

d. Customer reviews of the ordering process at hanoi.golmart.vn

Figure 2.9: Customer reviews of the ordering process at hanoi.golmart.vn (Figure 2.9 - Appendix 2: Diagram, drawings)

According to the survey results, 26.7% of opinions said that ordering at

hanoi.golmart.vn is complicated, 53.3% of opinions think it is normal, 20.0% think that ordering at hanoi.golmart.vn is simple. This shows that creating a sales process that is considered effective needs to be considered by the company and there are measures to improve. In the era of increasingly developing IT, perfecting the electronic retail process to satisfy customer needs is necessary, only then can the company maintain business operations in the best way.

e. Customer reviews of the order fulfillment process at hanoi.golmart.vn

Figure 2.10: Customer reviews of the order fulfillment process at

hanoi.golmart.vn (Figure 2.10 - Appendix: Diagram, drawings)

According to the survey results, 13.3% of opinions said that the order fulfillment process at hanoi.golmart.vn is fast, 40.0% of opinions said that the order fulfillment process is normal and 46.7% of opinions said that the order fulfillment process is slow.

f. Customer assessment of order fulfillment costs

Figure 2.11: Customer assessment of order fulfillment costs (Figure 2.11 - Appendix: Diagram, drawings)

According to the survey results, 53.3% of opinions said that the cost of fulfilling orders at hanoi.golmart.vn was expensive, 26.7% of opinions said that the cost of fulfilling orders was normal and 20.0% said that the cost of fulfilling orders was not expensive.

g. Payment methods commonly used by customers

Payment methods that hanoi.golmart.vn applies when customers purchase at hanoi.golmart.vn: Vietcombank ATM card; by cheque in Australia; by Saving card in Australia; Visa, Master card credit card; American Express, JCB Cards and Dinners Club credit card; cash payment directly at the offices or representatives of

Credit; payment by gift card; Paypal; Money order, Cheque in the US; bank transfer; payment via bank in Japan; western union (fast money transfer)

Figure 2.12: Payment methods commonly used by customers (Figure 2.12 - Appendix 2: Diagram, drawings)

According to the survey results, up to 53.3% of customers surveyed use cash payment when purchasing at hanoi.golmart.vn, while online payment accounts for only 6.7%. Thus, with the payment methods provided by the company, customers mainly use only a few methods such as cash on delivery, bank transfer... It may be because other payment methods have not created trust and convenience for customers to use.

h. Customer reviews on after-sales service quality and electronic support at hanoi.golmart.vn

Figure 2.13: Customer evaluation of after-sales service quality and electronic support at hanoi.golmart.vn (Figure 2.13 - Appendix 2: Diagram, drawings)

The electronic support services used by the company are: email, call center, Chat, FAQS. According to the survey, the majority of customers think that the quality of after-sales service and electronic support of hanoi.golmart.vn is normal (accounting for 53.3% of opinions). Professionalism

service oriented

has not been achieved, because the company does not have a department.

stool

Specialized in customer care, this job is currently done by sales staff.

One set

department in charge of

customer care will

understand customer

Respond quickly and accurately to inquiries and can also provide suggestions for product development and other issues.

2.3.1.3. Results of analysis and processing of expert interview forms

The interview process with Ms. Nguyen Thi Thu, head of the Northern branch, yielded the following results:

Firstly, the company does not have a department specializing in customer care, this work is currently being done by sales staff. This shows that the company does not pay attention to customer care.

Second, the product structure is highly valued by the company, the company is always looking for new products, bringing new values to customers. The kitchenware products offered by hanoi.golmnart.vn are suitable for the tastes of Hanoi consumers such as non-stick pans, Bosch ovens, juicers, dishwashers.

Hand blender. Currently, the website provides 5 groups of kitchenware products: dining tableware, kitchenware, cooking utensils, containers, kitchen equipment. However, compared to customer needs and the product structure of some websites providing kitchenware products, the product variety is not yet rich.

Third, the information updated on the website hanoi.golmart.vn is mainly

information about new products, promotions or sales events of the company. However, the frequency of updating information on the website hanoi.golmart.vn is only done once a week or even once a month. Therefore, the website will not attract the attention of customers and attract customers to visit the next time.

2.3.2 Results of analysis and synthesis of secondary data

Table 2.1: Business performance of hanoi.golmart.vn over the years 2009, 2010, 2011 (Table 2.1 - Appendix 1: Table)

The business results table shows that the revenue of hanoi.golmart.vn has increased every year, the revenue of the following year increases compared to the previous year. Specifically, revenue from sales of goods and provision of services in 2009 was 462,580 million VND, in 2010 it was 582,394 million VND, an increase of 12.59% compared to 2009, in 2011 it was 761,878 million VND, an increase of 13.1% compared to 2010. Revenue increased, profit after tax of hanoi.golmart.vn also increased over the years, in 2009 it reached 108,810 million VND, in 2010 it reached 122,064 million VND, an increase of 12.22% compared to 2009, in 2011 it reached 157,293 million VND, an increase of 12.89% compared to 2010. This shows that the business activities of hanoi.golmart.vn

has made progress and has had a high growth rate over the years.

hanoi.golmart.vn is one of the websites that effectively contributes to the income of the whole company.

With such increased revenue, corporate income is also increasing.

Fast, This high profit source is a condition for the company's employees to be stable.

life, training and personal capacity improvement. This will also be a source of business capital for the company to continue developing the online business activities of Uy Tin Company in general, hanoi.golmart.vn in particular.

CHAPTER 3:

CONCLUSIONS AND SUGGESTIONS TO IMPROVE THE RETAIL PROCESS OF KITCHEN UTENSILS AT WEBSITE HANOI.GOLMART.VN

3.1 CONCLUSIONS AND FINDINGS OF THE RESEARCH

3.1.1. Achievements

Established since 2002, hanoi.golmart.vn is one of the leading websites in implementing e-commerce activities, providing customers with a modern trading style, in line with today's e-commerce trend. The website has applied many features of a pure e-commerce website: providing electronic shopping cart, online payment, online customer support services.

Hanoi.golmart.vn is one of the websites that effectively contributes to the income of the entire Uy Tin company. Specifically, the revenue from selling goods and providing services in 2009 was 462,580 million VND, in 2010 it was 582,394 million VND, an increase of 12.59% compared to 2010.

Compared to 2009, 2011 was 761,878 million VND, an increase of 13.1% compared to 2010.

Finding and developing different sources of supply contributes to diversifying and enriching the product structure, attracting many visitors and shoppers, satisfying customers' consumption needs.

Goods are clearly described with full images to help customers easily choose. With free home delivery and many convenient payment methods. Hanoi.golmart.vn helps customers save a lot of time and money in shopping.

The results achieved are not small but the limitations are many. In today's context, there are countless e-commerce websites with similar features, products, prices, and services. Therefore, hanoi.gorlmart.vn needs to know how to promote strengths and overcome weaknesses to increase competitiveness.

3.1.2. Unresolved issues

Online payment has not been promoted yet. Although online payment

brings many benefits to both businesses and consumers. Hanoi.golmart.vn

also offers many online payment methods and is capable of meeting the requirements of security and payment safety, but in reality, up to 53.3% of customers use cash on delivery payment method.

Uy Tin's website hanoi.golmart.vn management staff is still thin, making order processing, response and feedback to customers not really fast.

PR programs, marketing, and promotion tools have not been promoted yet, so many people still consider hanoi.golmart.vn an unfamiliar website.

Kitchenware products have not met customer needs: product types are not diverse and abundant, suppliers' ability to supply goods is still slow...

The website needs to be improved in terms of content and form to be more convenient and attract customers. In addition, it is also necessary to pay attention to customer support. Currently, Uy Tin does not have a department related to after-sales service, customer care... It is necessary to pay attention to customer questions that need to be answered outside of business hours because purchasing activities take place continuously 24/7.

The transportation capacity has not met the requirements, both in terms of quantity and transportation time. Due to the small number of transportation staff, the implementation of delivery is often slow, and the means of transportation are rudimentary, so with large orders, transportation encounters many difficulties.

3.1.3. Causes of the existence

Because the board of directors has not fully appreciated the important role of e-retail activities in today's increasingly competitive e-commerce environment.

Because the leadership has little experience in planning, organizing and implementing e-commerce business activities and electronic retail management process activities on the website hanoi.golmart.vn.

Because the staff still has little professional knowledge and experience in implementing e-retail activities.

Due to insufficient budget allocation, it is not allowed to carry out the stages.

in the full retail process.

3.2. FORECAST PROSPECTS AND PERSPECTIVES ON SOLVING RESEARCH PROBLEMS

3.2.1. Forecast of the situation in the coming time

The electronics retail industry promises to grow strongly in the near future, social life is improved, and the demand for kitchenware is increasing. So what?

So there needs to be a solution to perfect the retail process of this item on the website.

hanoi.golmart.vn, to attract more customers and this is still one of the main product groups of hanoi.golmart.vn

Regarding environmental factors that have a great influence on the development of e-retail activities:

 Political legal environment:

The government and the state always create conditions for businesses to develop and attract foreign investment in a stable political environment.

The legal system for e-commerce is gradually being perfected. In addition to the documents

The laws promulgated include : Law on Electronic Transactions, Law on Information Technology, Law on

Telecommunications, Decree 57/2006/ND-CP of the Government on E-commerce, Decree No. 26/2007/ND-CP detailing the implementation of the Law on Electronic Transactions on signatures

Number and service

Signature authentication

digital signature….

Government

is paying attention to management

website, online consumer protection and e-commerce dispute resolution.

 Economic environment:

In 2012, the domestic and world economies are forecasted to continue to face many difficulties. The GDP growth rate in 2012 is forecast to reach 5.6%, high inflation rate, volatile market, with increasingly fierce competition... directly affecting customers' purchasing power, shopping and consumption habits. These changes

economic dynamics

has directly impacted retail operations.

Electronics

belong to

hanoi.golmart.vn. This requires the company to make appropriate decisions to attract more customers.

 Technology infrastructure:

The Government is implementing programs to develop applications of Information and Communications Technology, develop Internet telecommunications infrastructure, and consider IT development as one of the most important driving forces for national development, creating the ability to take shortcuts to successfully carry out the cause of industrialization and modernization.

Promotional Activities Used by the Company (Figure 2.3 - Appendix 2: Diagram, Drawing)

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