A case study of setting up a smartphone and tablet chain store

1. Retail Business Plan
By Dunglt
Y2012
Note: Confidential

2. Menu
1. Customers: What is our target customers, audiences???
2. Store Model: What model should we choose?
3. Products: What products should we do?
4. Services: What services should we do?
5. System: What system should we run?
6. Location: What location should we base?
7. Decoration: What store decoration should we make?
8. Marketing: What marketing plan should we operate?
9. Vision- Mission and Target.
10. Strategy.
11. Organization Structure.

3. Custom
ers
What is our target customers,
audiences???
Mid and
high
income
Smart
and
entertain 20-40
ment year old
orientatio
n
Loyal
and
Cities
service
people
customer
s

4. Mid
and
high
incom 1. From 2007 to 2010, average
e income of Vietnam grow more
than 11% but still under the
Aver Income increasing of East Asia with
16%.
East Asia VN 2. Inflation from2009 to 2010 in
Vietnam increase too much
3695
and over pass income, this
3165
2724
makes people poorer and
2240 affects to end-user
consumption.
1030 1160
790 920
Y2007 Y2008 Y2009 Y2010
Growth
Growth Income Inflation rate
24.40%
18.58%
16.46%
11.96% 12.62%
11.80% 12.07%
8.30%
7.00%
Y2007 Y2008 Y2009 Y2010 Y2011

5. Mid
and
high
incom
e
Aver Income
45000
40,070
Average
40000 income, Vietnam still
35000
lags behind others in
31,800
ASEAN but from 2011
30000
Vietnam stand out of
25000 poor countries. As
TNS South Asia
20000
Y2010 forecast, around
15000 2015 Vietnam can
have chance to
10000 7,760 surpass Indonesia
5000
2,500
4,150 and Philippin.
2,060
750 1,040 1,160
0

6. Mid
and
high
incom
e 1. Mid and high income is wealthy and affluent segment 11%
nearly 10M people.
2. Mid and high income almost base in urban area with around
8M people while rural is 1.2M.
Urban& Rural Gr
Vietnam1.50% 5.60%
3.90% 11.00% 15.00% 29.00% 34.00%
15M+ VND
<15M VND
<13.5M VND
Rural 1.00%6.90%
0.60%
1.60% 12.00% 31.90% 46.00%
<6.5M VND
<4.5M VND
<3M VND
<2.0M VND
Urban 3.70% 10.80% 13.50% 21.60% 22.20% 21.40% 6.80%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Wealthy Affluent Middle BOP

7. Mid
and
high 1. When economy down and almost segments as value and
incom mainstream decreasing during hard period, premium still
e growth. This shows that mid and high-end customers are
not affected much by gloomy economy.
2. However, they will look for VFM (value for money) category.

8. Mid
and Wealth – 4 Distinct Wealth Classes
high
incom
e
Status, luxury and
$40,000& up/ exclusive
Ric
h year
Afflue
nt Aspiration, comfort
and personal
$24K- value
$42K/
year
Mid
Affordability, conv
$2K- enience& value for
$12K/ money
year
<$2
BOP K/Y
ear Inclusion, satisfacti
on& price

9. Cities Smallest urban population in Asia
people
Vietnam shall experience an urbanization explosion like China and this means that:
1. There are many people can be rich man after “one night” because property
increasing price and have more shopping, building business here.
2. Big cities will attract more high income people to stay and live caused by high
standard living.
Source: Country Statistics Offices

10. 1. There are more provinces with high advantages such as sea
Cities port, tourist, factory areas join in to become big cities.
people 2. Cities means that there will be higher standard living and business
with Telecommunication system, internet, traffic road, trading and
shopping area…
3. Cities means, people live there are mid and high income with
higher education.

11. Cities Top 20 cities in Vietnam
people
Diện tích
Stt Thành phố Trực thuộc Dân số (km2) GDP (tỷ VNĐ) Avr income (USD) Đặc điểm
1 TP. Hồ Chí Minh Trung ương 7,162,864 2,095 418,053 2,800 Trung tâm kinh tế phía Nam, các tập đoàn lớn có trụ sở chính ở đây
2 Hà Nội Trung ương 6,448,837 21,063 80,952 1,950 Thủ đô phía Bắc
3 Hải Phòng Trung ương 1,837,302 1,522 24,000 1,800 Cảng biển lớn nhất phía Bắc
4 Cần Thơ Trung ương 1,187,089 1,401 32,351.50 2,350 Xuất khẩu lúa gạo, hải sản và hoa quả
5 Đà Nẵng Trung ương 887,069 1,283 42,670 1,580 Thành phố du lịch
6 Biên Hòa Đồng Nai 701,194 5,903 96,820 1,629 Các khu công nghiệp, nhà máy lớn ở Phía Nam
7 Nha Trang Khánh Hòa 392,279 5,217 36,514 1,710 Thành phố du lịch
8 Huế Thừa Thiên - Huế 335,575 5,062 26,265 1,300 Thành phố du lịch
9 Buôn Ma Thuột Đắk Lắk 326,135 13,125 38,637 1,023 Xuất khẩu cafe, hạt tiêu, hạt điều, khai thác gỗ, quặng
10 Vinh Nghệ An 303,714 16,490 42,879 659 Thành phố du lịch, khu công nghiệp, XK thủ công, mỹ nghệ
11 Vũng Tàu Bà Rịa - Vũng Tàu 296,237 1,987 55,440 5,800 Thành phố du lịch, khai thác dầu
12 Quy Nhơn Bình Định 280,535 6,039 28,115 800 Thành phố du lịch, khai thác thuỷ, hải sản, muối
13 Long Xuyên An Giang 278,658 3,536 21,000 1,008 Nuôi trồng thuỷ sản, xuất khẩu gạo, hoa quả
14 Thái Nguyên Thái Nguyên 277,671 3,526 25,230 1,062 Khai thác quặng mỏ, nhà máy, khu công nghiệp
15 Nam Định Nam Định 243,186 1,652 11,725 914 Xuất khẩu thủ công Mỹ nghệ, khu công nghiệp, nhà máy
16 Rạch Giá Kiên Giang 226,316 6,346 18,722 1,003 Khai thác, nuôi trồng thuỷ hải sản, khai thác khoáng sản
17 Thủ Dầu Một Bình Dương 222,845 2,695 58,478 1,500 Khu công nghiệp, nhà máy
18 Hạ Long Quảng Ninh 218,830 6,099 13,314 1,200 Thành phố du lịch, nuôi trồng thuỷ, hải sản
19 Phan Thiết Bình Thuận 216,327 7,810 26,768 1,276 Thành phố du lịch, nuôi trồng thuỷ, hải sản
20 Cà Mau Cà Mau 216,196 5,331 16,110 1,285 Khai thác, nuôi trồng thuỷ hải sản, khu công nghiệp

12. 1. HCM city is big different with
Cities others.
people GDP (tỷ VNĐ) 2. The cities contribute high
GDP show that their
consumption and
TP. Hồ Chí… 418,053.0 production come from???
Biên Hòa 96,820.0
Hà Nội 80,952.0
Thủ Dầu Một 58,478.0
Vũng Tàu 55,440.0
Vinh 42,879.0
Đà Nẵng 42,670.0
Avr income (USD)
Buôn Ma… 38,637.0
Nha Trang 36,514.0
Cần Thơ 32,351.5
Quy Nhơn 28,115.0 5,800
Phan Thiết 26,768.0
Huế 26,265.0
Thái Nguyên 25,230.0
Hải Phòng 24,000.0
Long Xuyên 21,000.0
Rạch Giá 18,722.0
Cà Mau 16,110.0
Hạ Long 13,314.0 2,800
Nam Định 11,725.0
2,350
1,950
1,800
1,629 1,710
1,500 1,580
1,200 1,276 1,285 1,300
GDP per
1,003 1,008 1,023 1,062
head 800
914
659
1. Vietnam have GDP per
head around $1,160.
2. There are 13 cities have Avr
income above national
index

13. 1. Base on GDP and Population data, cities are classified into 4 kinds
Cities
people
of potential levels: T1, T2, T3 and T4 while T1 is the most potential
cities.
2. However in another side, T1 is the most competitive cities because
all companies invest and focus on them, therefore T2 and T3
maybe second choice of late comers.
Point by GDP& Population T1
40.0
21.9
T2
T4 T3
6.3 6.6
4.5 4.9
2.8 2.8 2.9 3.4 3.5
1.2 1.4 1.5 1.8 1.9 2.0 2.1 2.2
1.2

14. Cities
people
Location& transportation: Vietnam have
cities that are central locations and have
coverage power to areas nearby:
1. Hanoi:
• Capital:
government, economy and
Hai Phong
culture of VN
• Airport.
• Cover North, West North.
2. Hai Phong:
• Sea and airport.
• Cover East North. Vinh
3. Vinh:
• Sea and airport. Da Nang
• Cover North Central.
4. Danang:
• Sea and airport.
• Cover Central of Vn.
5. Buon Me Thuat:
Buon Me
• Airport.
Thuat
• Cover highland area of Vn.
6. Ho Chi Minh:
• Sea and airport.
• Cover South area of Vn.
7. Can Tho:
• Sea and airport.
• Cover Mekong Delta area.
Can Tho

15. 20-40 2nd youngest population in Asia
year
old Vietnam’s consumption days are still ahead - 57% under 25
(Source: GeoHive)

16. 20-40
100,000 Dân số VN (Nghìn)
year
old
90,000
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
Y1921 Y1930 Y1939 Y1943 Y1951 Y1957 Y1960 Y1976 Y1980 Y1985 Y1990 Y1995 Y2000 Y2005 Y2008
GI Baby Boomers Generation X Generation Y Generation Z
Generation, Greate
st
Generation, Builder
s, Silents, Tradition

17. 20-40 A ‘young’ population means an increase in purchasing power
year as it joins and progresses in the workforce
old
Silent Generation, Builders
GI Gens 1926-1930 to 1945
The Baby Boom, Boomers
Boomers 1945-1946 to 1960-1964
Gen X, Jones, Baby Busters
Gen X 1963-1965 to 1976-1979
Gen Y, Boommerang, Echo
Gen Y 1977-1980 to 1994-1999
Millennials, Gen I, Gen Z 1995-
Gen Z 2000 to the present
Target Customers

18. 20-40
year
old
Boomers Gen X Gen Y
Born between 1940- 1962 1963- 1979 19680-
1995
Taken away for
misbehaving
16th birthday
present
Share with friends

19. 20-40
year Gen X and Gen Y are open with new trend of
old Technology and internet.
Boomers Gen X Gen Y
52
37
29
14
12
11 10.5
9
6
Internet time spent (by Age, hours/week) Read Blogs( % Who have one time) TV time spent (by Age, hours/week)

20. 20-40
year Smartphone ownership by Age, Worldwide
old (Source: Nielsen)

21. 20-40
year 30-40 year old segment:
old Male is the main 20-30 year old segment: • They are company
audience for tech • They have job and owner and high
products and have stable income. income.
influence of female • They are open, curious • They want to show
purchase behaviour with new technology products just because
their level in life.
Source: TNS

22. Loyal
and
service
What loyal customers look for???,and please
custome come back to Store Equity index and Loyal
rs
Mapping
Understand your store equity to know what
keep or stick customers into shops.
Awareness- 21%
Consideration- 20%
Store Accessibility-
Resource
14%
Efficiency, Loyalty Store Equity
program- 12% Index
Large store format&
wide selection- 12%
Quality products-
11% The Brand Equity model
deconstructs the sources of store
Pricing& VFM- 10% equity to understand its building
blocks

23. Loyal
and
service Branding and worth of mouth
custome
rs
Brand Advertising:
Awareness- 21% • How to position your brand in to
customer’s mind when everyday
they have to receive chaos of
huge information passively.
• How to differentiate with
customers in your
products, services by educating
programs.
Consideration- 20% Worth of mouth and motivation:
• How to motivate customers by
rating, comments and advices.
• Training course for customers.
• Create and set up Forums and
social network base on that
customers can interact together
and interact with suppliers.

24. Loyal Store Accessibility- 1. Convenient to get to.
and 2. Ecommerce Website.
service 14%
custome
3. Parking area.
rs 4. Good location and high traffic.
5. Google search: SEO.
Efficiency, Loyalty 1. Loyalty Program.
program- 12% 2. CRM format.
3. Efficient check out counters
Large store format& 1. Always have what customers want in shop.
2. Everything need in one shop.
wide selection- 12% 3. Pleasant store environment.
4. Has wide range of well known brands.
5. Well presented display shop.
6. Spacious.
Quality products- 1. High quality products and brands.
11% 2. High quality services and warranty.
3. Always have first launch and new
products.
4. High presented sale staff.
5. Training course for customers.
1. Products, services are good value for
money.
Pricing& VFM- 10% 2. Promotions by groupon or discount policy.
3. Provide own brand as good alternative for
main brands.

25. Loyal
and
service Loyalty Mapping
custome
rs
1. 2. 3.Considera 5.Satisfactio
4.Selection 6.Loyalty 7.Advocacy
Awareness Knowledge tion n
Pre- purchase Purchase Post- Purchase
Track and boost loyalty across the post purchase the stages of your customer
relationship lifecycle.
The heart of Loyalty Mapping is based on understanding which customers are
where in your lifecycle, measuring the strength of their relationship with you at each
given stage, and quantifying the steps required to move them closer to your
organization. How many customers have purchased, but are not yet satisfied- but
waiting for an opportunity to switch? Who may be loyal but not yet willing to tell their
friends? Who are your true advocates- and what will take to create more?.

26. Loyal
and
service Loyalty Mapping, however have to consider cost
custome
rs
and ability to do Loyalty program for customers
Customer retention: Customer loyalty: Customer advocacy:
gaining more customers than customers spending more customers attracting new
you lose with you customers

27. Smart
and
entertai
nment Different devices for different
orientat
ion situations

28. Smart
and
entertai
nment A Trends from content creation
orientat
ion to content consumption
Tablets, Smartphone signal a change in PC usage: personal
computing usage suggests that computing will increasingly
migrate towards mobile devices, including tablets and
smartphones, over time. Approximately 75% of total personal
computer usage is spent consuming and sharing content, as
opposed to creating content.
Consuming content includes activities like browsing the
web, social networking, listening to music, viewing
pictures, and watching video. Content creation includes
activities such as word processing, creating
spreadsheets, and photo editing. Given this typical usage
pattern, we think consumers will increasingly migrate towards
computing devices such as tablets that are optimized for
content consumption.

29. Smart
and
entertai
nment A Trends from content creation
orientat
ion to content consumption
Tablets, smartphone are optimized for content consumption.
Mobility and ubiquitous connectivity mean that you can take
a tablet virtually anywhere and have access to personal
content and the web. High-resolution displays are ideal for
web browsing, email, watching video, and reading
books, magazines, and newspapers. Long battery life, thanks
to operating system and processor innovation, means that
one can consume content all day on a single charge (on the
iPad, for instance). Content is robust, offering a considerable
selection of music, movies, TV shows, books, and magazines
that can be accessed with the click of a button. Application
marketplaces offer a wide array of options that significantly
enhance the tablet computing experience beyond tradtional
desktop computing.

30. Smart
and
entertai At evening when people come back home, leisure
nment
orientat
and relax time, people spend more in Tablet and
ion smartphone than PC. (Google)

31. Smart
and
entertai
nment At weekends when people stay at home or go
orientat travel, leisure and relax time, people spend more in
ion
Tablet and smartphone than PC. (Google)

32. Smart
and
entertai
nment A Few trends we’re seeing
orientat
ion

33. Smart
and
entertai
How people use devices for their entertainments
nment
orientat
ion

34. Store
Model
What model should we
choose?
Traditional
Market
Chain Super
Stores Market
Shopping
Mall

35. What model should we
choose?
Tradition Shopping
Chain stores Supermarket
market mall
Big stores 500-1000sqm
Big stores 500-1000sqm base in shopping malls
base in districts and sell full range of brand
Many stores 100-200sqm provinces, sell full range products:
Small, street IT shops and base in districts and of brand products: CE, appliances, mobile, IT,
only focus into IT or provinces, sell focus into CE, appliances, mobile, IT, digital
mobile products Mobile, laptop. digital products… products, clothes, cosmeti

36. What model should we
choose?
CE& Clothes, C
Mobile
IT customers Appliance osmetic, lu
customers
Customers xury
Tradition
High Low
market
Med
Chain stores ium
High
Med
Supermarket Low
ium
High
Med
Low High
Shopping mall ium

37. What model should we
choose?
$9-10B&
Volume& Gr: ???
Market size
$5B& CE Gr:
8%, Mo Gr: Shoppin
20%, Laptop Gr: g mall
11%
Tablet Gr: 90%. Future trend
Smart Ph Gr: 50% and now for
Current trend luxury
Super
and now for market
entry and
middle income
$1B& Gr Chain
<10% Store
Tradition Moving customers
al
market
Low trend and
have to
change to
nexts
Growth&
potential

38. What model should we
choose?
Growth
Super
Chain market
Store
Tradition
al
Shoppin market
g mall
Starting Peaking Maturing Changing

39. Chain Store Map
No
Sho
p
S M H Quantity: Sale, No
Shop cover margin:
H H
1. Mass market.
2. Entry segment.
3. Price competition.
4. Low margin.
5. Big coverage.
Cov
Hum
an M M erag
e
Quality: Add value
service to cover high
price
1. Niche market. S S
2. Mid and High
segment. S M H
3. Service
competition. Reve
4. Loyalty. nue

40. Chain Stores and Supermarket
1. Brand by quantity
of shop and coverage No
area. Sho
2. Balance risky from p
business in many
areas especially go
ahead to rural area.
H M S
H S
Prod
Cov
ucts
erag M M rang
e
e
1.Brand by service
and product range.
2. Balance risky from
S H
business in many
S M H kinds of
products, brands.
Reve
nue

41. Store
Model
Cities base, size: 100-150
m2, shopping mall is
considered trend
Mid and High end
segment
High revenue&
Chain
Store
margin on products
and services
Limited shop numbers
and human on shops
Brand by quality
service&
products, high trained
staffs.

42. Products
What products, brands
should we do?
2010
More Same Less Don't know
Entertainment & dining out 22 49 28 0
Home appliances (wash machines, Tv, hifi, etc) 22 55 23 1 What are the most important
Household care products 22 61 16 1 categories????
Communication (telephone/fax/email) 24 55 21 1 • Personal equipment down
Personla care product 25 59 16 0 demand from 6th in 2010
Pesonal equipment (mobile, laptop, etc) 27 51 21 1 to 10th in 2012.
29 59 12 0
Household utilities
• Home appliances still
Transportation 32 48 19 1
lowest demand in 2012
Helath care products/ services 34 53 12 1
But what the hottest products
Food& beverages products 40 52 8 0
Education 57 34 8 1
or technology will led them
2012 growth???
More Same Less
Source: TNS
Home appliances (wash machines, Tv, hifi, etc) 12 62 26
Pesonal equipment (mobile, laptop, etc) 15 64 21
Entertainment & dining out 17 50 33
Communication (telephone/fax/email) 17 60 23
Transportation 21 64 15
Personla care product 23 61 17
Household care products 26 64 11
Household utilities 30 55 15
Food& beverages products 31 60 10
Helath care products/ services 35 58 7
Education 42 49 7

43. What products, brands
should we do?

44. What products, brands
should we do?
Smartphone will lead Mobile market growth with many functions to serve add more values
while all mobile market grow 17.4% CAGR, Smartphone is expected 51% YoY
Functions
added
17.4% YoY
51% YoY
Growth

45. What products, brands
should we do?
Price decreasing to
Growth above of market
entry level around 3-
with 51%
4M VND
High profit with normally
10-15%, high support Other accessories
from suppliers. and services revenue
Growth slowdown from
22 to 14% Y0Y
Price is end of bottom
Low profit with No accessories and
normally 3-4% services requirement

46. What products, brands
should we do?
Top 5 brands in
Smartphone Market:
1. Nokia
2. Samsung.
3. LG.
4. Apple.
5. HTC

47. Brands Mapping
High
Product
competition
Segment
Mid
Price
Entry competition
Small Mid High
Market share

48. What products, brands should we
do?
What are the most important categories????
Smartphone will lead growth of mobile phone market with many new
designs and functions: camera, video recorder, music, movies….
Mobile
market
5 models 20 models 22 models 15 models

49. Store Management
tablet will lead PC market growth with many functions as entertainment than working as PC
while all PC market grow under10% CAGR, Tablet is expected 92% YoY
Working/ Entertain
ment
creating
Working
Entertainment

50. What products, brands
should we do?
Growth quickly and
Growth above of market
eating to pie of
with 92%
laptop.
High profit with normally Other accessories
10-15% and services revenue
Growth slowdown under Fierce Price
10% Y0Y. competition
A few accessories
Low profit with and services
normally 5-6% requirement

51. Brands Mapping
High
Product
competition
Segment
Mid
Price competition
Entry
Small Mid High
Market share

52. Store Management
What are the most important categories????
Tablet will be add growth of PC market when it make people
comfortably with its entertainment functions.
PC
market
3 models 1 model 4 models 6 models 1 model

53. What products, brands
should we do?
Smart TV led TV market growth
Functions
added
Smart TV
LCD/Plasma TV
CRT TV
Growth

54. What products, brands
should we do?
3rd party
accessories

55. What products, brands
should we do?
Accessories: smartphone and tablets
considered as high value ones so
they need:
1. Protect cases, screen. Sale
2. Fashionable
cases, bags, cables, storage, ea
rphone.
3. Normally one hardware sold out
accompanies by 2-3
accessories Hardw
Services: smartphone and tablets Hardware are
request users have high knowledge 80% 20%
and demand:
1. They need training course.
2. Online advices.
3. Download
Apps, music, photos, movies, onl
ine games.
4. Warranty services.
Access
Refurbished: smartphone and Access
tablets are high price and the most
Service
Service
desire so: 20% 80%
1. Not many people can afford to
buy.
2. Many people want to upgrade
and change old to new ones
and they want to sell.
Chance to run refurbished
business, let see Apple  Profit

56. What products, brands
should we do?

57. Services
What services should we
do?
1. Revenue and profit from
1. Training customers about training course for High
new products, user guide tech people.
(Elementary) 2. Add more value to
2. Training for high tech shoppers’ brand.
people: ask pay fee 3. Increase sale through
training
1. Revenue and profit from
1. Do warranty service for
service for customers.
customers.
2. Add more value with quick
2. Service online for customers.
and good service, hotline
3. Sell warranty card to SMB…
service.
1. Have Apps store:
1. Revenue and profit from
game, movies, books, movies
apps download for
, music, photos…
customers.
2. Sell download service and
2. Add more value to shop.
apps to customers.
3. Increase sale hardware
3. Sell download cards to
through apps advertising.
customers.
4. Do CRM to loyal customers.
4. Create own Apps
Business Benefit

58. What services should we
do?

59. System What system should we run?
Human
WEB
Purchasin
Suppliers
g
Sale
Customers Shops
Customers
Services database
Marketing
&
customer
care
Call Center
Finance
Ware
house
Potential Operation Loyalty
In front System
customers system Relationship

60. ERP & CRM
Point of
Purchasi sale
Inventory
ng Manage
ment
Credit
Manage
ment
Merchan
ERP dising
Marketin
g& CRM
Service&
Repair
Financial
HRM&
Accounti
Payroll
ng

61. ERP & CRM
The aim of marketing is to know and understand the
customer so well that the product or service fits him
and sells itself

62. ERP & CRM
Mobile and tablet Solution
Mobile
Solution

63. Loyalty Program
Discount card
Warranty card
Training course
Payment card
Point
accumulation
Apps store card
Value added card

64. System What system should we run?
ERP& CRM: Foreign ERP& CRM: Local
brands brands
Benefits:
Benefits:
1. Have already basement and
1. Have already basement and
customers.
customers.
2. Experience in Worldwide apply
2. Cheap price.
with wide and big chain stores.
3. Have local team to support in
3. Match with many kinds of
urgent cases.
System: OS, Window.
4. Vietnamese language.
Weak:
Weak:
1. High cost.
1. Not much experience with big
2. Not easy for support in urgent
and wide chain stores.
cases.
2. Not match with many kinds of
3. Some do not have Vietnamese
system: OS, Window.
language
Have to consider:
1. Cost.
2. Experience.
3. Local team to support.
4. Web and mobile base.
5. Vietnamese language.

65. System What system should we run?
ERP& CRM: Foreign ERP& CRM: Local
brands brands

66. Location
What location should we
base?
Locate
Locate Area Locate Road Locate shop
District
Which road: Which location:
Which area match
1. Traffic road. 1. Street shop or shopping
requirements:
Which District 2. Two lines of mall
1. Cities area.
1. Shopping district. road. 2. Enough 100-150 sqm
2. Crowded living
2. High living 3. On left or right with wide space and
social area.
standard district. side: easy for facing road.
3. Shopping and
3. Competition parking. 3. Long time rental
4. Mid and high
shops 4. Have side walk. contract.
income area
5. Competition 4. Cost match to area
5. Competition shops
shops Level A,B,C.
5. Have parking area.
Hai
Phong
Vinh
Da
Nang
Buon Me
Thuat
Can
Tho

67. What location should we
base?

68. What location should we
base?
Top 3 retail areas:
District 1,2 and 7.
Nexts: District
5,10, 11, 9 and Tan
Binh

69. CBD Towers: Office and Service
Apartments: all bases in Q1 and Q3

70. Development plan HCMC

71. Offices Areas

72. Top Residential Condo HCMC

73. What location should we
base?
District 1: District 1: CBD (Central Business
+ 7.72 Km2. District):
+ 226,736 Po
1. Office, Service apartment, top
residential: Diamond
Plaza, Sedona suites, Somerset
HCM, Norfolk…
2. Shopping area:
Vincom, Parkson, Eden, Diamond
Plaza, Kumho, Ben Thanh, Time
Square.
3. International Hotel:
Caravel, Sheraton, Rex, Intercontin
ental, New World, Sofitel…
4. Shopping street:
• Dis 1: Dong Khoi, Hai Ba
Trung, Nguyen Hue, Le
Loi, Nguyen Thi Minh Khai.
5. Rental prices: 70-100$.
CafeF1.com - 130 Trần Quang Khải, P.Tân 124 Suong Nguyet Anh, P ben Thanh, Q1.
Định, Q,1, TP.HCM
7 Nguyễn Bỉnh Khiêm, Q.1, TP.HCM
117 Nguyễn Bỉnh Khiêm, Q.1, TP.HCM 63 - 65 - 67 Trần Hưng Đạo, Q.1, TP.HCM

74. What location should we
base?
District 3:
+ 4.92 Km2.
+ 222,446 Po
District 3: CBD (Central Business
District):
1. Office, Service apartment, top
residential: Saigon Pavilon, Ming
Long Tower, CT
Plaza, Sherwood
Residence, Endovina Tower
2. Local Hotel: Saigon Star, White
Lion, Golden Rose, Victory…
3. Shopping street:
• Dis 3: Nam Ky Khoi
Nghia, Nguyen Thi Minh
Khai, Hai Ba Trung, Vo Thi
Sau, Dien Bien Phu, Cach
mang Thang 8.
4. Rental prices: 50- 70$.
89A Nguyễn Đình Chiểu, P.6 ,Q.3, TP.HCM 26 Cao Thang
182A Nguyễn Thị Minh Khai, P.6, Q.3, TP.HCM
355 Vo Van Tan, P 5, Q3, HCMC
74 Cach Mang Thang 8 47 Ba Huyen Thanh Quan, Q3, HCMC.
144 Võ Thị Sáu (Gần ngã 3 Phạm Ngọc Thạch), Phường 149 Cach Mang Thang 8, Q3.
8, Quận 3 181 Nam Ky Khoi Nghia, P7, Q3

75. Shops base in Dis 1& 3

76. What location should we
base?
District 2:
+ 49.74 Km2.
+ 102,001 Po
District 2:
1. New Service apartment, top
residential: Thao Dien, Cheery
Apartment, Tropic
Garden, Hoang Anh
Riverview, River Garden, City
Horse, The Vista…
2. International School.
3. Location: Dong Tay
Boulevard, Thu Thiem Tube, Ha
Noi highway.
4. Rental prices: 30- 50$.
Metro An Phú, An Khánh, Q.2, TP.HCM
139 Tran Nao
121A Nguyen Duy Trinh

77. District 2: New Urban

78. What location should we
base?
District 7:
+ 35.69 Km2.
+ 111,828 Po
District 7:
1. Service apartment, top
residential: Sunrise City, Phu
My Hung, Ever Rich, Riverside
Residence, Lacasa, Belleza.
2. International School.
3. Office and Shopping mall:
Paragon, Crescent
Mall, SECC, Lotte
4. Location: Nguyen Van Linh
Boulevard, Huyen Tan Phat.
5. Rental prices: 30- 50$.
346 Huỳnh Tấn Phát, P.Bình thuận, Q.7, TP.HCM
473 Huynh Tan Phat
499B Nguyen Thi Thap
509 Huỳnh Tấn Phát, Phường Tân Thuận Đông, Quận 7

79. Phu My Hung: Top residence
area

80. What location should we
base?
District Tan Binh:
+ 22.38 Km2.
+ 417,897 Po
District Tan Binh:
1. Residential and Office:
eTown complex, Harmona
Apartment, Louis iX, Cong
Hoa Plaza, Carillon
Apartment.
2. Industrial Park: Tan Binh.
3. Shopping mall: Parkson,Pico
Plaza, CT Plaza.
4. Location: near Airport, Cach
Mang Thang 8, Cong
Hoa, Hoang Van Thu, Truong
Trinh, Au Co.
5. Rental prices: 30- 50$.
670 Âu Cơ, P.10, Q. Tân Bình, Tp. HCM 415 Hoang Van Thu 05 Cong Hoa
848 Lạc Long Quân,P.8, Quận Tân Bình, TPHCM 190 Hoang Van Thu
650 Trường Chinh, P.15, Q.Tân Bình, TP.HCM 320 Truong Chinh
330 Cộng Hòa, P.13, Q.Tân Bình, TP.HCM 678 Truong Chinh. Số 79B Lý
359B Lê Văn Sỹ, P.1, Q.Tân Bình, TPHCM Thường Kiệt –
759 Cách MạngTháng 8, P.6, Q Tân Bình, TP.HCM 328 Truong Chinh Quận Tân Bình
– TP.HCM

81. Tan Binh District

82. What location should we
base?
District Binh Thach:
+ 20.76 Km2.
+ 402,045 Po
District Binh Thach:
1. High Residential and Office:
The Manor, Saigon Pearl.
2. Location: link to 2 main
streets: Nguyen Thi Minh Kai
and Dien Bien Phu.
3. Rental prices: 30- 50$.
233 Nơ Trang Long, Q.Bình Thạnh, TP.HCM
26 Phan Đăng Lưu, P.6, Q.Bình Thạnh, TP.HCM
377-379 Điện Biên Phủ Phường 25 Quận Bình Thạnh

83. What location
should we base?

84. Decorati
on
What decoration should
we make?
Shop Requirement: Decoration:
1. Display space: 80- 100 1. Create Logo, slogan
sqm. guidelines.
2. Window facing: clear 2. Create Store Design
and 5-8m. guidelines:
3. Height: 2.5-3m. • Design Store.
4. Service desk. • Fascia (Store front).
5. Training room. • Electrical design
6. Cash desk. (security).
7. Inventory room. • Lighting design.
• Fixture Design.
• Merchandising Design.
3. Premium design: Black
or white.

85. What decoration should we
make?, learn from Apple

86. Design Proposal

87. Design Proposal

88. Fascia Proposal

89. Electrical Plan

90. Lighting Plan

91. Fixture List

92. Merchandising Plan

93. Marketin
g
What marketing plan should we
operate?
Branding Promotion
Marketing
Advertising Customer Relationship

94. Branding
Facebook, Youtube, Blog, Pinterest, Fou
Social rsquare…..
• Launching new products.
• Online events in Social Media.
• Offline events with Mobile and IT
Events group as Tinh Te, So Hoa, VOZ.
• Training course for Customers
• Fashion show and Music sound fest.
PR Branding
• Test Labs and test review of new
products in IT online news
Editori • Editorials of strong points:
als service, loyalty programs….
• Blog.
• With Mobile brands:
Samsung, Nokia, HTC…
Co- • With Entertainment:
Brands Megastar, Fashion
Shops, Concerts…

95. Social Media

96. Cinema Ads& Events

97. Music and Fashion Events
Music and Fashion
Stars lead trends
• Sponsor for Music
and Fashion
Shows& Events.
• Stars will motivate
and lead trends of
Lifestyle and also
entertainment

98. Advertising Local Channel.
TV •
Ads • Young Channel: Yan TV
• Social news as Dan tri, Vn Express
• IT News as Tinh Te, VOZ, So Hoa.
Onlin • Fashion and star news: Ngoi Sao, The Gioi Sao.
e Ads • Teen news: Zings, iOne, Kenh 14,…
• Music news: Nhac so, Nhac cua tui
Print • Hightech: Stuff, Dan Ong, Dien Tu Tieu Dung.
• Fashion: Dep, Elle, Bazar, Her World.
Ads • Heritage
Advertising
• SEO Art Words in Google Search.
SEO • SEO for Web.
Ads • Ads on Google
• Ecommerce Web.
• Afflliate with other Webs.
Web • Mobile Web, Web Apps
• Stick QR Code on Products.
Qr • Customers can connect web or products via
Code QR scan

99. Online Ads
Online Music
Info of Teenage IT& Hi-tech Webs Social& fashion
Webs
http://nhacso.net
http://www.tinhte.vn/
http://kenh14.vn/
http://mp3.zing.vn/
http://www.zing.vn/
http://sohoa.net/
http://nghenhac.info/
http://ione.net/
http://voz.vn/

100. Print Ads
Fashion Print Ads Hightech Print Ads

101. Television Channel
Young- trend- Lifestyle
• Music Channel by
Vietnam
• Focus into Teenage and
Music fans
• Contents: Music Shows
and Information
• http://www.yantv.vn

102. SEO: Google Search

103. QR Code

104. That is highly appreciated by
South Area and big gift as
Motorbike or Car…
Get discount from list price if:
Get discount from list price
• Purchase on group.
if:
• Student group
• Purchase big package.
Lucky • Vip Group.
• Purchase more value.
Draw
Pack Grou
age p
Promotion
Bundli Coup
ng on
Price
Bundling with other down
Release coupon with value
products, co branding. or % discount
Bundling with service
Only apply for old models
and just very short time

105. Promotion

106. Customer Relationship
Discount card
Warranty card
Training course
Payment card
Point
accumulation
Apps store card
Value added card

107. Customer Relationship
email:
• How using of products.
• Checking claims of
customers.
• Inform: new
events, promotions, point
Update: accumulate.
• Birthday Wishes. • Birthday wishes
• Point accumulate.
• New Promotion.
• New events.
Call:
• How using of products.
• Checking claims of
customers.
• Inform: new
events, promotions, point
accumulate.
• Birthday wishes

108. Vision
Vision, Mission
Vision:
• Build a top chain of high-
end services to
Vietnamese customers.
• Core value: customer
database. Mobile Restaurant Spa Luxury
Shop
Mission:
• Start with mobile chain
stores:
Smartphone, tablet and
luxury phone.
• Then add more value
services as
restaurant, spa to
customers.
Step 1 Step 2 and 3

109. Open Shop Plan
Objectives:
• Y2012:
• One Shop in HCM.
• Shopping mall. 1,200B
• Revenue: 106 VND/ Year.
• Y2013:
• 3 Shops in HCM.
• Revenue: 448B VND/Year.
• Y2014:
• 6 Shops in HCM.
• Revenue: 1,200B VND/ 448B
Year.
106B
Y2012 Y2013 Y2014

110. Time Line
Start big Season
in 2H Y2014
Start big Season
in Q4 Y2013
Expect
Start big Season
economy
in Q4 Y2012 will stand
out of crisis
and rising
up
New open shop
T10 T08-T09 Q3
Y2012 Y2013 Y2014
2m 12m 9m- 12m 6m Y2015
Pre start Phase 1 Phase 2 Phase N
Set up Test drive Large scale test Quick growth

111. + 22.38 Km2.
Time Line
+ 417,897 Po
Location
District 1: District 2:
+ 7.72 Km2. + 49.74 Km2.
+ 226,736 Po + 102,001 Po
Phase 1
Phase 2
Phase N
District 3: District 7:
+ 4.92 Km2. + 35.69 Km2.
+ 222,446 Po + 111,828 Po

112. Porter 5
• Too attractive market with many players Potential
which makes the competition harder
entrants
• Hard to find a good location
• Need to have high investment
• On-going adjusted legal system which
may make it difficult in getting business
license
Industry competitors
Suppliers Customers
• Power of dominant suppliers: • Consumers have many
Samsung, Nokia, HTC, Appl products & buying channels to
e… choose  The power of
consumers
• Although this model is growing
year on year but many
Substitutes consumers keep the habit of
buying products in traditional
• Vietnamese Traditional Stores. channels for a long time that
• Supermarkets: Nguyen Kim, Phan may not change quickly
Khang, HC…
• E Commerce: Mua Chung, Nhom Mua…

113. SWOT
Strength Weakness
• Experience in Retail for long year. • Not much focus in service and CRM.
• Have close relationship and power with • Not yet explore in mid and high-end
suppliers. segment.
• Back ground and back office basement to • With this current chain stores, Mobile
serve logistics, inventory. World have to bear high expense while
• Well-known brand in retail market.
SW
have to cut down price to fight with other
• Have branches in nationwide. rivals and slow down in entry segment.
• Have strong manage system.
OT
Opportunities Threat
• Almost products come down from laptop to • High potential market for S&T retail
feature phone while Smartphone and tablet shop which attracts many international
are high growing market with 50-92% YoY. and local big brands. That makes the
• A few of shops focus much into these competition fierce.
market. • Traditional channels are still very
• High inflation and bad economy made strong & already Vietnamese
demands down a lots, however mid and consumers’ habit for a long time.
high end segment still keep the pace and
they care much about service VFM.
• Service& technology still not much focus in
retail shops

114. Suppliers Support
 Training products for Staff.
 Display products.
 Marketing support.
 PG sale.
 Warranty.
 Credit and AR.
 Margin: 12-15% for smartphone

115. Strategy
Custo Produc Servic Locati
Model System
mers ts e on
Mid-high Smartphone,
income tablet, smart Training
Cities People. TV and even course. Area.
ERP& CRM
20-40 YO. luxury phone Warranty District.
Chain Stores Loyalty
Loyal as service. Road.
Program
customers. Vertu, Mobia Apps Competitors.
Entertainmen do… download
t orientation Accessories
Social Media Plan.
Decor Apple POS design Market CRM.
ation ing
360 customers
Besides retail, can sell
Distrib through distribution
ution
channel to take volume

116. Strategy
Differentiate Servic System
e
Priority
Distrib Market
ution ing
Produc
ts
Custo Locati
mers on
Decor
Model
ation
Important

117. Organization& resource
Head
Back office In Front
Store
Purchasing Sale team Tech team
Development
HR& Admin Logistics Web team Marketing team
Q&A Finance

118. Organization& resource
Team Person Work
Store development Store Manager Find location follow target: population, traffic, space and parking.
Design outside and inside, POPS, display box….
Purchasing PM Working with suppliers an sign cotracts
PM by brands Make forecast for orders
PM by Products Follows target with suppliers
Make order and forecast for points of sale
Logistics Logistic manager Make process order with suppliers
Make and follow payment and shipping time with suppliers
Tranfer and deliver goods to POS on time as requirements
Deliver goods to customers
Tech team Tech manager Make service for customers: Apps installation
Make warranty to customers
Make service on phone for customers
HR& Admin HR Manager Recruitment and replacement
Admin KPI analysis
Training manager Training for sale staff and tech staff
Training for customers
Make motivation policy for satff
Make enrollment everymonth
Marketing Marketing Manager Make PR and events for company
PR& events Plan marketing for every week, month and quaterly
Operation Solve issues with customers and press
Plan
Finance Finance Manager Plan finance and money for company
Analysis Manage payment, expenditure and credit
Control inventory over, expense over…
Warning and give advices for DOB about market, sale and inventory situation
Q&A Q&A manager Manage process followers
Survey about customers feedback
Advise DOB new process and others way to improve sale, payment,,,process
Web team Web manager Introduce and update customers about products, company, promotions, services….
Shopping online
Sale team Area Sale Manager Manage sale team
POS Sale Manager Sell at POS
Shift Sale Manager
Sale team