Development plan of social media service for oh yeah 2012 -2015

MBMM5 – NGUYEN THITHANH HA– 2012

NGUYEN THI THANH HA

DEPLOYMENT PLAN OF SOCIAL MEDIA SERVICE

FOR OH YEAH 2012 – 2015

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Associate Professor Dr. HA NAM KHANH GIAO

Ho Chi Minh City

(2012)

TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL

MBMM5

WORD OF WARANTEE

I undertake that this is the project of my own. Figures and result which are mentioned in

this project are righteous.

Project Author

MBMM5 – Nguyễn Thị Thanh Hà - 2012

ACKNOWLEDGEMENTS

Firstly, I would like to thank my tutor, Associate Professor Dr.Hà Nam KhánhGiao forthe

support and advice, continuous guidance, has kept me carrying out my thesis. Without such

guidance and assistance, I could not have finished my thesis on time.

I would like to express my deep gratefulness to all Professors of Solvay Business School

who directly conducted this program to us. This course gave me a lot of useful knowledge

about Marketing and Business Management that would help me to keep always on the right

track of my professional work in the future.

My uttermost thanks go to my study group in MBMM5 class, whom I could get endless

experience and mental support; also to my family, colleagues and friends, who listened to

my ideas and encouraged me in completing this thesis.

MBMM5 – Nguyễn Thị Thanh Hà - 2012

TUTOR’S COMMENTS

Author has a quite clear objective for this final project, a logical review of theory linking to

a concrete practice action plan. The thesis follows a good structure, from the approach of

problem to solutions with reliable statistic from reputation sources. I highly appreciate

author in the way of using Methodology of collecting data and making a proper analysis

about a new emerging part of advertising- digital advertising. Capability of applying

suggested business plan in practice business is high.

In general, this thesis meets the requirement for a final project of MBMM program. I

hereby propose this thesis to be presented to the jury’s board.

Associate Professor,Dr. HÀ NAM KhánhGiao

TABLE OF CONTENT

EXECUTIVE SUMMARY..........................................................................................................1

Chapter 1. INTRODUCTION .................................................................................................2

1.1 Rationale of the study .....................................................................................................2

1.1.1 Industry’s Background:...............................................................................................2

1.1.2 Company Overview:...................................................................................................2

1.1.3 Problem statement: .....................................................................................................2

1.2 Objective of the study...........................................................................................................3

1.3 Scope and limitations ...........................................................................................................3

1.4 Methodology ..................................................................................................................3

1.4.1 Data collecting:...........................................................................................................3

1.4.2 Data analysis: .............................................................................................................3

Chapter 2. LITERATURE REVIEW.......................................................................................5

2.1 SEGMENTATION TARGETING AND POSITIONING................................................5

2.1.1 Segmentation:.............................................................................................................5

2.1.2 Targeting:...................................................................................................................5

2.1.3 Positioning: ............................................................................................................5

2.2 FUNDAMENTAL OF DIGITAL MARKETING – SOCIAL MEDIA MARKETING.....7

2.2.1 Digital marketing........................................................................................................7

2.2.2 Social media marketing...............................................................................................9

2.3 BASIC STRUCTURE OF A BUSINESS PLAN...........................................................11

2.3.1 Executive Summary..................................................................................................11

2.3.2 General Company Description ..................................................................................11

2.3.3 Products and Services ...............................................................................................11

2.3.4 Marketing plan..........................................................................................................12

MBMM5 – Nguyễn Thị Thanh Hà - 2012

2.3.5 Market Opportunity analysis.....................................................................................12

2.3.6 Operational plan .......................................................................................................14

2.3.7 Management and Organization..................................................................................15

2.3.8 Financial plan ...........................................................................................................15

Chapter 3. INTRODUCTION TO “OHYEAH” COMPANY..................................................16

3.1 INTRODUCTION TO THE COMPANY .....................................................................16

3.2 COMPANY DEVELOPMENT ORIENTATION IN OBJECTION TO THE

CONSUMER HABIT AND DIGITAL MARKETING ADVERTISING IN VIET NAM..........17

3.2.1 Customer habit to digital advertising:........................................................................17

3.2.2 Expend in online advertising:....................................................................................19

Chapter 4. THE MARKET OPPORTUNITIES ......................................................................20

4.1 MARKET ENVIRONMENT ANALYSIS....................................................................20

4.1.1 Macro environment...............................................................................................20

4.1.2 Micro environment (Porter’s 5 Forces):.....................................................................25

4.2 CURRENT CHALLENGES TO THE DEVELOPMENT OF “OHYEAH” ...................27

4.2.1 SWOT analysis.....................................................................................................27

4.2.2 Conclusion:...........................................................................................................28

Chapter 5. RECOMMENDATIONS TO THE DEPLOYMENT PLAN OF SOCIAL MEDIA

MARKETING SERVICE OF “OHYEAH” COMPANY..............................................................29

5.1 POSITIONING & TARGETING FOR THE BRAND “OHYEAH” ..............................29

5.1.1 Positioning............................................................................................................29

5.1.2 Targeting: .............................................................................................................29

5.2 PRODUCT & SERVICE STRATEGY: ........................................................................30

5.3 PRICING STRATEGY.................................................................................................32

5.4 SPECIFIC ACTION PLAN FOR 2012 .........................................................................33

5.4.1 Marketing planning...............................................................................................33

5.4.2 Sales Planning.......................................................................................................34