NGÔ MINH ANH

BUSINESS ĐẶNG VŨ BÁ
NGUYỄN HOÀNG NAM
COMMUNICATION NGUYỄN PHAN VÂN TRANG
PHAN THỊ CẨM TÚ (LEADER)

ASSIGNMENT PROPOSAL

The Gioi Di Dong (TGDD) is a trademark of The Gioi Di Dong Joint Stock
Company, the English name is Mobile World JSC, is a retail corporation in
Vietnam with the main business field is electricity retail, mobile phones, digital
devices, and consumer electronics.
Situation 01: Unilateral decrease in renting price
On October 3rd, Mr. T.K.M published documents and
statements of the amount that The Gioi Di Dong paid to
announce the fact that this business had unilaterally reduced
the space rent from 70-100%. Specifically, The Gioi Di Dong
recorded 8 months' consolidated net revenue of VND78,495
billion (up 8% compared to the period in 2020). The Gioi Di Dong
has not responded and has so far sent the owner a letter,
saying that it is stopping non-cash payments. What made the
public indignant was the text that The Gioi Di Dong sent to
customers on August 2, with many contents that were judged
to be too absurd and contain many disrespectful words.
Additionally, although the official letter "complains about the
poverty, tells the suffering", according to the business results
report last August, this business recorded impressive growth
during the epidemic period.

Situation 02: Scam

According to feedback from a P.H.D customer in Ho Chi Minh
City, in the last October 20th period, The Gioi Di Dong has
launched a promotion program with a 35% discount for
watches. Mr. P.H.D ordered Baby-G MSG-S200G-7ADR
Women's Watch online with the price listed on the website
(thegioididong.com) at VND 5,358,000, then discounted 35% to
VND 3,482,000. But then, Mr. D. received the watch and the
price listed on the watch label was only VND 4,230,000. Mr. D.
said that "the 35% discount of The Gioi Di Dong is actually just a
scam" and in fact, the product is only 18% off.
GROUP 11

In the announcement, The Gioi Di Dong confirmed to have sold

at the listed price of the supplier for the Casio Baby-G MSG-
S200G-7ADR Women's watch, whose retail price had increased
from June 1, 2021, from VND 4,230,000 to VND 5,358,000.
The Gioi Di Dong side confirmed that the 35% discount applied
to customers is a real promotion, based on the latest updated
product price and also apologizes for misleading customers by
not updating the price stamp on the product.
1
 NGÔ MINH ANH
BUSINESS ĐẶNG VŨ BÁ
NGUYỄN HOÀNG NAM
COMMUNICATION NGUYỄN PHAN VÂN TRANG
PHAN THỊ CẨM TÚ (LEADER)

ASSIGNMENT PROPOSAL
Reasons for choosing these situations

Managers and organizations operating in a big organization like The Gioi

Di Dong are required to understand the causes and impacts of poor
communication and take the necessary actions to improve the
communication process in their working process.
This research aims to identify and analyze the causes and impacts of poor
communication within The Gioi Di Dong company, that occurred in the
sale and rental activities. The case study is relevant to daily business
communication and future career.

Analysis approach
The analysis of TGDD's situations is planned to follow the 13-week course
contents, in which it focuses on studying the problems that TGDD had
triggered in order to provide with certain solutions.
Both situations will be reviewed based on the following points:
The 3X3 process aiming at effective selection of communication
channels and approach adjustment towards the audience (Chapter 4-6)
Workplace communication specializing in business letters and positive/
negative/ persuasive messages (Chap 7-10)
In particular, situation 01 will be concentrating on persuading effectively and
ethically, especially in digital age organizations.
Besides, situation 02 will be centering on communicating negative news
effectively and managing them within organizations. In addition, how
business uses digital media to convey responses will be strictly studied.

Expectations
Firstly, we hope to develop even more of our critical thinking skills when
assessing and analyzing these particular cases. As a result, we hope to be
able to make rational decisions related to communication.
The second one is organizational agreement. In The Gioi Di Dong’s case, we
GROUP 11

see communication failure among departments which led to

misperception. Therefore, the big lesson is the improvement of
communication in every sector of the process such as marketing and
sales,...