MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
FACULTY OF LOGISTICS-INTERNATIONAL TRADE FINAL REPORT PROJECT: ELECTRONIC COMMERCE Course Title : Electronic Commerce Course ID : EC201DE01 Class ID : 1154 Instructor : Ngo Minh Tra (Ms.) Group : 4 Students : Nguyễn Võ Lan Vy
Ho Chi Minh City, December 2023
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
FACULTY OF LOGISTICS-INTERNATIONAL TRADE  FINAL REPORT PROJECT:
E-COMMERCE BUSINESS PLAN Course Title : Electronic Commerce Course ID : EC201DE01 Class ID : 1154 Instructor : Ngo Minh Tra (Ms.) Group : 4 Students : Nguyễn Võ Lan Vy
Ho Chi Minh City, December 2023 TASK ALLOCATION No. Student ID Full name Assigned Task Performance 1 22116944 Nguyễn Võ Lan Vy 4.1 Detailed 100% description of the products or services you offer. 6. Operations and Management: 7. Financial Projections: Business Model Canvas (BMC) 9. Risk Analysis and Business Model Assessment 2 22014747 Phạm Khánh Ngân 2. 5 Market 100% Opportunity 3. Market research 4.4 Pricing strategy 5. Sales and Marketing Strategy 7. Financial Projections: Business Model Canvas (BMC) 3
22116955 Nguyễn Thị Tú Trinh 5. Sales and 100% Marketing Strategy 6. Operations and Management 9. Risk Analysis and Business Model Assessment 4 22105383 Ngô Thanh Vân Design Web 100% 1.Introduction 5. Sales and Marketing Strategy 6. Operations and Management 5 22013549 Lương Thị Xuân 2. Business 100% Ngọc Description 4.3 Suppliers and sourcing information. 8. Milestones and Timelines 7. Financial Projections: Business Model Canvas (BMC) HONOR PLEDGE
“I have read and understood the behaviours of academic integrity violation.
I affirm that I have not given or received any unauthorised help on this
assignment, and that this work is my own”. Date: ……./……./2023 Name Signature Nguyễn Võ Lan Vy Phạm Khánh Ngân Nguyễn Thị Tú Trinh Ngô Thanh Vân Lương Thị Xuân Ngọc
Cover page ( bìa môn thi/ dự án
- Your Company Name: ROXANE - Your Logo:
- Business Address: 8 Nguyen Van Trang, Ben Thanh Ward, District 1, Ho Chi Minh City 700000. - Phone Number :
- Email Address: Roxaneshoes@gmail.com - Website URL:
https://ngothanhvan2410200.wixsite.com/trangwebcuatoi-1/commitment - Date: 26/10/2023 ABSTRACT TABLE OF CONTENT
ABSTRACT......................................................................................................... 7
TABLE OF CONTENT......................................................................................8
LIST OF IMAGE..............................................................................................11
Introduction.......................................................................................................12
1.1. Executive Summary:..............................................................................12
1.2. Business Name: Roxane......................................................................12
1.3. Business Model:.....................................................................................12
1.4. Vision Statement:...................................................................................12
1.5. Mission Statement:................................................................................13
1.6. Object:...................................................................................................13
1.7. Founder(s) and Key Management Team:...............................................13
1.8. Brief description of products or services................................................14
Business Description:........................................................................................15
2.1. Business Overview................................................................................15
2.2. Legal/Business Structure.......................................................................15
2.3. Value Proposition..................................................................................16
2.4. Revenue model......................................................................................17
2.5. Market Opportunity...............................................................................17 2.5.1.
The trend of importing from abroad...............................................17 2.5.2.
Customer needs...............................................................................18 2.5.3.
Customer behavior..........................................................................18 2.5.4.
User shopping trends......................................................................19 2.5.5.
Factors affecting customer behavior...............................................20
2.6. E-Commerce website/platform overview...............................................21
Market Research...............................................................................................23
3.1. Customer segments................................................................................23 3.1.1.
Demographic..................................................................................23 3.1.2.
Geographic.....................................................................................23 3.1.3.
Behavioral......................................................................................23 3.1.4.
Psychographic................................................................................23
3.2. Market Analysis.....................................................................................23 3.2.1.
Vietnam market in the second quarter /2023...................................23 3.2.2.
Challenges faced by the domestic footwear industry......................24 3.2.3.
Market trend...................................................................................26 3.2.4.
Policy..............................................................................................27
3.3. Competitive Environment......................................................................27
3.4. Competitive advantage...........................................................................28 3.4.1.
SWOT Analysis..............................................................................28
Products or Services:........................................................................................30
4.1. Detailed description of the products or services you offer........................30
4.2. Suppliers and sourcing information.......................................................31 4.2.1.
Shoes supplier information:............................................................31 4.2.2.
Company information transporting goods from China to Vietnam. 32
4.3. Pricing strategy......................................................................................33
Sales and Marketing Strategy:.........................................................................35
5.1. Branding and Positioning.......................................................................35 5.1.1.
Brand identity.................................................................................35 5.1.2.
Positioning:....................................................................................36
5.2. Marketing Objectives.............................................................................37
5.3. Marketing and advertising strategies......................................................37 5.3.1.
Marketing Mix 4P:..........................................................................37 5.3.2.
Customer acquisition and retention plans.......................................38
5.4. Marketing Budget..................................................................................39
Operations and Management:..........................................................................40
6.1. Supply Chain.............................................................................................40 6.1.1.
Brief workflow within Roxane’s supply chain:................................40 6.1.2.
How Roxane check goods before importing....................................40 6.1.3.
How Roxane manage the inventory.................................................41 6.1.4.
How Roxane manage order fulfillment...........................................41 6.1.5.
How Roxane manage shipping process...........................................42
6.2. Technology...............................................................................................43 6.3
Team......................................................................................................45
6.3.1. Logistics Department.........................................................................45 6.3.2.
Marketing Department....................................................................46 6.3.3.
Sales Department............................................................................46 6.3.4.
Accounting Department..................................................................47
6.4. Suppliers................................................................................................47
6.5. Customer service and support................................................................47
Financial Projections: Business Model Canvas (BMC)..................................49
Milestones and Timelines..................................................................................51
Risk Analysis and Business Model Assessment...............................................54 9.1
Risk Analysis.........................................................................................54 9.2
Propose measures...................................................................................55 9.3
Business Model Assessment..................................................................56 9.3.1
Advantages when implementing the model.....................................56 9.3.2.
Disadvantages when implementing the model................................57
REFFERENCE.................................................................................................. 58 LIST OF IMAGE Introduction 1.1. Executive Summary:
Problem: The global footwear industry is a significant contributor to
environmental pollution and animal suffering. Animal leather production is a
resource-intensive process that generates harmful waste, while traditional leather
alternatives often lack durability and aesthetics.
Solution: Roxane offers a sustainable solution by sourcing and reusing
mixed leather, a combination of recycled materials and synthetic leather. Our
shoes are designed to be durable, stylish, and comfortable while minimizing our
environmental impact and eliminating the use of animal leather.
Management Team: Our team is passionate about selling and spreading
fashionable and sustainable shoes that create a positive impact on the environment.
Conclusion: Our unique product offering, commitment to ethical sourcing
and sustainability, and experienced team can position us as a leader in this rapidly growing industry. 1.2.
Business Name: Roxane 1.3. Business Model:
ROXANE follows the reselling business model. We will purchase quality
leather shoes from reputable manufacturers, liquidators, or other retailers and we
will then sell them to our customers. This business model makes it easier for
ordinary consumers to search and buy products. 1.4. Vision Statement:
“Be the top-of-mind leather footwear brand for all situations of our customers.” 1.5. Mission Statement:
ROXANE was born with the mission of being "THE GREAT
COMPANION" of customers, so the brand always puts all its heart into
constantly making efforts to launch many product lines that meet a variety of needs. 1.6. Object:
ROXANE wants to convey a positive message about using products that
say no to the use of animal leather, encouraging people to use recycled artificial
leather to protect animal rights, thereby showing that small actions can also create great meaning. 1.7.
Founder(s) and Key Management Team:
Figure 1 – Management stucture
Founder: Pham Khanh Ngan, undertakes strategic leadership, shaping
brand image and building relationships with important partners. In addition,
responsible for finding and building teams capable of applying the vision to the work.
Sales Manager: Nguyen Thi Tu Trinh, responsible for strengthening
relationships with customers to optimize sales and increase brand awareness.
Marketing Manager: Nguyen Vo Lan Vy, takes on the tasks of
managing both online and offline marketing strategies and implementing all
marketing activities such as advertising campaigns, promotions, etc.
Accounting Manager: Ngo Thanh Van, in charge of managing the
business's financial resources, including budget, cash flow and long-term financial planning.
Supply chain Manager: Luong Thi Xuan Ngoc, undertakes tasks to
ensure the import and production process of leather shoes goes smoothly.
Manage relationships with suppliers and monitor the supply chain to ensure quality and reliability. 1.8.
Brief description of products or services.
PRODUCTS: Roxane's leather shoe models are imported from abroad,
with product prices ranging from 400,000 VND to 1,000,000 VND. No matter
what style you're after, you'll love the style these Roxane leather shoes provide.
DESIGN: Roxane leather shoes have a foot-hugging design that does not
cause foot pain, has diverse designs, and perfectly hugs the foot for absolute comfort.
In addition, Roxane leather shoes also have luxurious designs, high-
quality smooth materials, are easy to coordinate with outfits, are very suitable for
young people, and office workers, and can be used in many different
environments and situations. At Roxane, we ensure that every stitch of the shoe
is neat, leaves no excess threads, and is sturdy.
MATERIAL: 100% premium synthetic leather, soft to use. The leather is
meticulously processed, and no skin peeling occurs. Business Description: 2.1. Business Overview
Roxane two-member limited liability company was established in 2023.
The business model is to retail leather shoes to customers from 18 to 30 years old
with the desire to buy cheap leather shoes and high-quality leather shoes which
are synthetic ones that do not harm animals. The company currently does
business on its website and at stores in Ho Chi Minh City. The company consists
of five members, each holding a different position and all 5 members contribute
capital depending on the amount of capital each member commits to contribute.
The company applies discount programs on major holidays such as April
30, November 20, March 8,... on the website and at the store. Especially as the
end of the year is coming, the store offers big discounts so customers can buy
leather shoes in time for the Tet holidays. In addition, the store occasionally
organizes mini games on the company's Instagram account to attract followers
and give away shoes to lucky winners and give away coupons to other participants.
Roxane always promotes honesty, creativity, and harmony so that
members can comfortably work together. Currently, the company only has 5
members, but all members can handle the company's business well and do not
need to hire additional employees. 2.2.
Legal/Business Structure
Legal capacity: Roxane is a limited liability company with 2 or more
members, including 5 members with different positions according to Clause 1,
Article 46 of the Enterprise Law 2020. Company assets are not related to the
assets of the members of the company. In addition, limited liability companies
will not be allowed to issue shares but may issue bonds to mobilize capital in accordance with the law.
According to the 2015 Penal Code (amended and supplemented 2017), the
penalty frames for commercial legal entities are as follows:
According to Article 192, the crime of trading in counterfeit goods: fine
from 1 billion VND to 3 billion VND or imprisonment from 1 year to 5 years
according to frame 1. The highest penalty is a fine of up to 9 billion VND and
permanent suspension of commercial activities.
According to Clause 5, Article 200, tax evasion: Tax evasion with an
amount from 200,000,000 VND to under 300,000,000 VND or from 100,000,000
VND to under 200,000,000 VND but have been sanctioned for administrative
violations and still violate them, it will be fined from 300,000,000 to
1,000,000,000 VND. According to Clause 1, Article 84, if a company member
voluntarily compensates for damages, criminal liability will be reduced.
According to Article 203, crime of illegally printing, issuing, trading
invoices and state budget remittance documents: Fine from 100,000,000 VND to
1,000,000,000 VND or permanent suspension of commercial activities.
According to Article 219, the crime of using inside information to buy and
sell securities: in Article 74 of the Enterprise Law 2020, two-member limited
liability companies are not allowed to issue shares, so the company will not be
listed on the stock exchange to raise capital. There will be a fine from
1,000,000,000 VND to 10,000,000,000 VND. Business may also be banned. 2.3. Value Proposition
Target customers are people aged 18 to 30. Usually students or office
workers who want to wear a pair of leather shoes that can go out and go to work
but still show individuality. their own personality. Roxane understands and
provides leather shoes that are not only affordable but also last for a long time.
Therefore, Roxane's value proposition is "Combining many styles with just one
pair of shoes" and "Durable shoes for those who want to use them for a long
time". These are all values of leather shoes that Roxane can bring to customers. 2.4. Revenue model
Roxane store mainly retails leather shoes online and in physical stores, so
the revenue model is web and direct transactions. Here's how to generate revenue from the above model:
For stores on the website: after customers choose shoes, an invoice will
appear that needs to be paid. There are two main forms of payment: bank transfer
and payment upon delivery. The shipping unit is chosen by the store, after a few
days the customer will receive the order. Use the KiotViet application to manage
revenue sources. This application lets businesses know how much each order
costs and what form of payment the order uses. From there, the store knows how
much revenue it has per day and per month.
For physical stores: same as above. But the difference is that there is no
need to use a shipping unit because customers will buy directly at the store. And
transactions at the store will be recorded by the KiotViet application and
summarize revenue by day and month. 2.5. Market Opportunity
2.5.1. The trend of importing from abroad
In recent years, the form of direct procurement from Guangzhou, Thailand
is also very popular in the business community, and its supply is rich and diverse,
satisfying the tastes of consumers. Save shopping time and energy with the
advantage of easy-to-find cheap goods. China is known as the most diversified
and popular supply market today. It is also known as one of the largest trade
centers in the world, and e-commerce platforms such as Taobao, Alibaba, 1688,
AliExpress, Amazon and eBay are booming. Most products, from fashion clothes
to furniture and electronic products, are imported from this market. This is why
most commercial forms of importing goods from abroad are very popular.
2.5.2. Customer needs
The growing demand for fashionable, fashionable but comfortable
footwear of all ages is the main factor to promote the global footwear industry.
With more and more attention paid to the role of fashion in life, people pay more
and more attention to their own dress style. In the past five years, Google's
average search volume for footwear products was 50 times, not to mention other e-commerce platforms.
Figure 2 – Keyword search results on Google Trends
2.5.3. Customer behavior
In my twenties, as a passionate young and active teenager, shoes suitable
for fun activities and sports are a perfect choice. However, at formal events such
as weddings, funerals, and anniversaries, a serious, elegant but reasonably priced pair of shoes is still needed.
Between the ages of 20 and 30, it may be time to start working seriously. A pair
of leather shoes can bring more mature and mature communication and are
suitable for the work environment.
2.5.4. User shopping trends
After the COVID-19 epidemic year, users began to gradually switch to
shopping on e-commerce platforms. Specifically, from 2020-2021, Vietnam's e-
commerce industry will maintain a stable growth rate of 16%. The proportion of
e-commerce retail revenue in total retail sales of consumer goods and services
increased by 27% over the same period in 2020.
Figure 3- Vietnam B2C e-commerce revenue 2017-2022 (billion USD)
(Source: https://subiz.com.vn/blog/thuong-mai-dien-tu-viet-nam.html )
Customers mainly choose to buy products such as clothes, shoes and cosmetics the most
Figure 4: Types of goods and services often purchased online
(Source: https://subiz.com.vn/blog/thuong-mai-dien-tu-viet-nam.html )
2.5.5. Factors affecting customer behavior
The factor that customers decide to buy products is price, and whether the
product quality is as good as the information conveyed by the brand. In addition,
there are factors such as whether the design conforms to their style or whether the
aesthetics of the product is high, and whether the product is suitable for any environment. ..
In short, the opportunity for enterprises is to import goods from foreign
markets instead of domestic production, especially in China, where the most
accessible goods are Alibaba, Taobao and other e-commerce platforms. The price
is low, the supply is diverse and the quality is not bad. In addition, it can provide
appropriate low-end and mid-end prices for young customers aged 18 to 30 with
low income. Although it is imported, the quality is still guaranteed. The product
leather is high-durability PU artificial leather, and the design must be diversified
and modernized to adapt to the high application of any style and meet the needs
of customers. In addition, humanistic information can be transmitted to customers.