LOTTE Mart Vietnam: Marketing Strategy and Analysis

Table of Contents
Execution Summary.........................................................................................................................2
1. About LOTTE Mart Vietnam..................................................................................................3
Organization structure of LOTTE Mart Vietnam............................................................................4
The product line of LOTTE MART Vietnam..............................................................................5
2. Situational Analysis.................................................................................................................7
5C’s Analysis - Customer Analysis.............................................................................................7
Need Analysis..........................................................................................................................7
Decision-Making Process Analysis - 5 stages of consumers’ decision-making process.........7
5C’s Analysis - Analysis of the Context......................................................................................9
5C’s Analysis - Analysis of the Company.................................................................................15
5C’s Analysis - Collaborators and Complementors Analysis...................................................15
Competitive Advantages............................................................................................................16
5C’s Analysis - Competitor Analysis........................................................................................17
SWOT Analysis.........................................................................................................................19
3. Marketing Problems and Opportunities.....................................................................................20
4. Marketing Objectives.................................................................................................................20
5. Marketing Strategy....................................................................................................................21
Segmentation:............................................................................................................................21
Target market.............................................................................................................................22
Product positioning:...................................................................................................................22
6. Marketing Mix Program (include media plan)......................................................................23
Decreasing costs....................................................................................................................23
7ps analysis................................................................................................................................24
7. Financial Plans...........................................................................................................................26
Marketing plans.......................................................................................................................26
8. Implementation and Control......................................................................................................27
Conclusion.....................................................................................................................................28
References......................................................................................................................................29
1

Execution Summary
By gaining a deeper knowledge of user behavior and its consumers, Lotte Mart Viet Nam has
evaluated and devised unique marketing programs with the overarching objective of providing
customers with new and complete items. The approach is based on a SWOT analysis and 5C
analysis of the present scenario. The next step is to develop plans that align with client trends and
the present business climate. Thus establishing monitoring and control mechanisms for strategic
marketing planning, such as "market research and detailed audits, target market profiling, and
value positioning." The most crucial component of this strategy is located in the budgeting
section book. Take charge and adopt Lotte Mart VN's strategy for accomplishing its objectives.
2

1. About LOTTE Mart Vietnam
LOTTE Vietnam Trade Center Joint Stock Company (LOTTE Mart) is a subsidiary of LOTTE
Group, the fifth biggest business in Korea. LOTTE Mart, which has been present in Vietnam
since 2008 with the opening of its first location in District 7 (Ho Chi Minh City), is regarded as
one of the country's pioneering international merchants.
After 13 years of partnership and growth, LOTTE Mart Vietnam has successfully opened 14
hypermarkets around the country and is gaining the support and confidence of people as a
destination for excellent shopping. In the future, LOTTE Mart will continue to accelerate its
sustainable growth to realize the LOTTE Group's aim of being Asia's leading retailer.
(InfoCongTy, 2021)
Mission:
With the goal of fostering trust and caring for the health of millions of clients. LOTTE Mart
consistently offers clients a variety of high-quality items.
Corporate culture includes providing workers with skills and a comprehensive health care
program, as well as promoting human values via community service.
Community responsibility: With a commitment to sustainable development in the thirteen-year
journey of accompanying Vietnamese consumers, LOTTE Mart strives to affirm the connecting
role of a foreign business with a methodical development strategy, harmonize business interests
and contributions to the community, and promote the sustainable development of the Vietnamese
economy. (lottemart, 2022)
3

Organization structure of LOTTE Mart Vietnam
- Create a connection between the ecosystem and customers towards a stable and strong
development environment.
- Competition is sustainable, and the focus is on satisfying customers, while improving
operational efficiency, rearranging product groups and business lines in a reasonable way.
- Mentoring employees and providing them with long-term training to build a sustainable support
system and develop their skills and experience.
- Promote effective management, redesign the workforce, arrange a reasonable and scientific
workforce to improve the labor productivity of all employees of Lotte Mart Vietnam.
- Improve and market brands in the market, media brands, promote exploitation of supply and
demand to learn deeply about the product's segment group.
4
CEO
Planning division
management
support division
finance division
marketing
division
PR department
MR team
overseas
headquarter
new business
division
overseas
business unit
Russia business
unit
China business
unit
VietNam
business unit
Indonesia
business unit
Sales
headquarters
EC project team
new business
division
SNO
Design
Department
Prduct
headquaters
MD Division (7
areas)

- Analyze and evaluate the profit, online sales in the next 5 years, and achieve achievements such
as increasing the number of customers, income, increasing opportunities to reach shareholders,
attracting more investment sources. strengthen and expand the scale for Lotte Mart VN
Looking back on the past journey, LOTTE Mart's investment project in Vietnam is considered a
success when it is continuously in the Top of the leading retail giants in the Vietnamese market.
After 8 years of operation, the name LOTTE Mart has become one of the top choices of
Vietnamese consumers with an average of nearly 80,000 visitors and shopping per day
(equivalent to more than 30 million visitors per year).) leads to stable revenue growth of more
than 20%/year. (Tri, 2017)
The product line of LOTTE MART Vietnam
Construction, real estate, banking, insurance, and petrochemicals are just a few of the many
businesses owned by Lotte Mart. It also has operations in the manufacturing and retailing of food
and pharmaceuticals, tourism and entertainment, as well as advertising, media, manufacturing,
non-financial equity, logistics and car rental services. Below is Lotte Mart overall marketing
strategy for many of its products:
Sweets and confections (gum, candy, cookies and chocolates), Carbonated beverages, Coffee,
Salad, Noodles, Rice Cakes, Cooking Oil, Spices. Baby food, fermented milk, juice, and soy
milk), dairy goods (milk, powdered milk, food), and soy milk. Meat, hamburgers, functional
meals, ice cream, wine and juice.
Department shops, discount stores, packaging services, food processing services, wholesale and
retail convenience stores, apparel, supermarkets, and commercial services are examples of retail
establishment. Cinemas Multi-channel, Film distribution and investment, Online shopping
services, home appliance retailing.
Chemical/construction/manufacturing: petrochemical materials, intermediates, synthetic resins,
raw materials for synthetic fibers, and construction project management services. All-in-one
digital equipment, Copiers, Printers, fax machines, scanners, projectors, film, cameras, printing
and imaging chemical development, image development equipment, recording medium, and
digital imaging equipment are examples of office equipment.
5

Tourism: automobile rental, real estate development, hotel, golf course, operation of a shopping
mall, property, management, and financial counseling.
Insurance, Credit Cards, and Other Financial Services
Xylitol, Pepero, Ghana Chocolate, Koala's March, Chilsung Cider, Let's Be, Milkis, Chum-
churum, 7-Eleven are in-house brands. (Team, 2016)
Low-income customers middle -income customers
Food P-M 1
business premises P-M 2
Stationary products P-M 1
financial consulting P-M 2
Low-income customers are often interested in the taste, ingredients and variety of food-related
items and stationery. Here it can be seen that these items are many and have a strong impact on
personal life, that's why people in the lower segment have so much demand.
With average income and above, we can see that they often focus on spending in areas such as
finance and in business establishments.
6
Market
Product line

2. Situational Analysis
5C’s Analysis - Customer Analysis
Need Analysis
Chocolate cake brand chocopie meets the snack needs of children and adults and this sweet also
provides a small amount of energy needed for daily life. This food can be used as a gift during
the holidays or given to the elderly, children, ... usually this is seen as a gift so it also has a
spiritual value. God. For consumers, when buying this item they will be the purchaser, and when
giving it to someone, they will be a good person because this cake is often given with good
intentions. Thanks to this cake, it has helped to bind families and friends together because it is
like a bonding gift, not only to eat but also to give out a feeling of harmony, like how long-time
friends do not. When they meet and when they bring this gift to a friend, they will feel warm, and
when eating it, users will both feel the friendship and intimacy but also the sweet and greasy
aftertaste of the cake, this is what caused users to give positive comments about the cake, not
only in its delicious and nutritious taste, but also in bringing them feelings and intimacy that had
previously cooled down.
Decision-Making Process Analysis - 5 stages of consumers’ decision-making process
Problem
recognition
Information
search
Evaluation of
Alternatives Purchase Decision Post Purchase
Evaluation
When you need to
see your friends
and relatives again
but don't know
what to buy.
Through 3 options
to search for
information about
popular products
that people can
think of: through
information on
selling products
online, advice from
supermarket and
retail staff, and
listening from
customers. close
friends. In terms of
you wonder about
your cake to
choose and start
looking for
comparison and
alternative
solutions, cakes
like delipie peppie
or nice, chocovina.
You find out about
the price as well as
the quality of each
cake to see if it can
you confirm that all
the cakes above are
not equal to
chocopie and you
find that chocopie
also has 20%
discount when
buying the whole
box, after
confirming the
price as well as the
opinion of your
friends, you decide
after purchasing
and testing, you
have given your
own experience or
asked for the best
experience from a
friend to get the
most positive
experience, but, for
negative
experiences, you
should also email
back to the
manufacturer to
7

subjective factors,
the first two
choices are always
influenced more, so
in a survey on
information search,
consumers said that
marketing is often
found in online
stores. Web sites
have accounted for
as much as 45%
and consultations
of supermarket and
retail staff each
accounted for 30%,
which is really not
much of a
reduction
compared to the
first choice,
perhaps that's why.
the user's choice in
the second choice
is understandable.
And finally, 25%
with a referral from
a relative..
be replaced. to buy. give other
perspectives to
improve the
problem.
8