Professional Documents
Culture Documents
Draft Final
Draft Final
FRUIT TEAM
Fresh Fruit will be a store which provides fresh fruits to the customers at reasonable
price and at their convenience. The company will be aiming for customer satisfaction
and retention rather than on expansion and huge growth. Additionally, people with
hectic schedules who do not have the time to buy fruits from a store can also benefit
from our service.
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II. INDUSTRY/COMPANY
BACKGROUND
Business idea
Currently, there is a lot of information
about dirty food and fruit floating on the
market that makes consumers very
worried. Grasping the demand for clean
and safe products, many clean fruit
shops have developed rapidly in recent
years. Along with economic development
and improved quality of life, besides the
trend of consuming domestic fruit
products, many consumers trust and
support imported clean fruit products
from a foreign country with a clear origin
Grasping that need, a group of 4
students from International School -
VietNam National University opened
online shops selling imported fruits. The
store not only serves the customers'
enjoyment needs, but also designs fruit
gift baskets for customers to take away
as gifts
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Mission
Fresh Fruit Selling offers a convenient and
easy online shopping experience, along with
verified product quality and clear origin.
Vision
With the mission of building a retail chain of
clean and quality fruits to protect the health
and improve the value of Vietnamese
agricultural products, along with bringing
imported fruits closer to consumers, Fresh
Fruit not only pioneer in changing the
agricultural industry towards sustainable
farming that is beneficial to human health
and positively impacts the environment, but
also especially wishes to change the eating
habits of Vietnamese people in a beneficial
direction.
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FRESH FRUIT STORY
Process of formation and
development
Fresh Fruit is a brand established and
developed by a group of 4 final-year
students from International School -
Viet Nam National University in 2023.
The store focuses on online sales on
social networking platforms such as
Facebook, TikTok, and Instagram.
System of 05 core values that
Customers will always be updated Fresh Fruit brings to customers
about the fruits available at the store, 1. Honesty in actions and words: All product
promotions right on the above social information that Fresh Fruit conveys to
networking platforms. Whenever customers is guaranteed to be honest and
customers need advice, there will accurate, giving customers the most objective
always be staff on duty to answer view of the product.
customers and arrange express
shipping in the inner city of Ha Noi. 2. Products at Fresh Fruit: high quality fruit
Fresh Fruit also receives fruit delivery to with clear origin, healthy for consumers.
other cities and towns in about 3-5 3. Dedicated to serving customers: Fresh Fruit
days from the date of placing the always listens, takes care and brings quality
order. In addition, the store focuses on and suitable products.
developing gift baskets and fruit
souvenirs for customers to buy and give 4. Aggressiveness and speed in work: In order
to their loved ones. for customers to have the best experience with
products, Fresh Fruit always tries to be quick
and careful during the shipping process. In
addition, Fresh Fruit is also ready to listen and
enthusiastically solve all customers' questions.
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III. BUSINESS MODEL
ANALYSIS
1 . SWOT ANALYSIS
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
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PORTER'S 5 FORCES
FRESH FRUIT SELLING
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Revenue Model
Web sales
The primary revenue stream comes through our e-commerce platform. Customers visit
your online store, browse through the fruit offerings, and make purchases. Revenue is
generated from the sales price of the fruits minus the cost of procurement,
packaging, and any associated operational expenses.
Subscription Service
Introduce a subscription service where customers can sign up for regular fruit
deliveries. Offer different subscription plans such as weekly, bi-weekly, or monthly
fruit boxes. Customers pay a recurring fee, and in return, they receive a curated
selection of fresh fruits at their desired frequency. This provides a steady revenue
stream and encourages customer loyalty.
Bundled Packages
Create bundled packages that combine a variety of fruits into themed assortments.
For example, customers could offer a "Family Fruit Basket" or a "Healthy Snack Pack."
These packages can be priced slightly higher than individual fruit purchases due to
the convenience and added value they provide. Customers looking for gift options or
curated fruit combinations will be attracted to these offerings.
Seasonal Promotions
Capitalize on seasonal fruits and run promotional campaigns during peak seasons.
Highlight specific seasonal fruits and offer discounts or special deals to attract
customers. This encourages sales while optimizing revenue by focusing on fruits that
are abundant and in high demand during specific times of the year.
Import and export: It is the diversity of fruits that Vietnam has many opportunities to
bring fruits from regions to export to your country. At the same time, Vietnam also
imports nutritious and nutritious fruits from abroad. Many factories and enterprises buy
fruits in large quantities to make dried fruits for export.
Effect: Fruits in Vietnam can be processed into many nutritious dishes: juices,
ingredients in dishes, healing and people often tend to use clean and clear products
increase.
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Competitive
Environment
The market is not stable. Prices are
sometimes low, sometimes high, which
affects people's income from growing
fruit.
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Market strategy
Product:
We are trying to bring the best experience to our
customers. In addition to providing regular fruit
products, we also create pre-packaged products
according to customer’s request (not many fruit shops
can do this), suitable for the demand of customers'
lives. For the desire of current customers, in addition to
good product quality, the price must also be
reasonable, suitable for the economy of each family.
Price:
Fresh fruit market is expanding, so we often have
product discount events for each type of bill, helping
customers have the most authentic experience at the
store, as well as identify the quality of the products
that we offer.
Place:
As technology develops, websites are also increasingly
popular. Therefore, we focus on selling products on e-
commerce platforms (Facebook, Website, etc.) as well
as having more shipping methods to customers when
ordering through these platforms.
Promotion:
We focus on creating images and logos of products to
bring an authentic look to customers. In addition, our
websites also have bot chat for customer care, as well
as advice on products and sales methods.
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Organizational Development
Organizational development of Fresh Fruit include 6 steps
Step 1: Recognizing the problems
Internal problems: New staff, poor product consulting skills, management has not
covered the store, and has not taken care of the quality of fruit. As a result, customers
are not satisfied with the product quality
External problems: Vietnam is a country that grows and exports many tropical fruits,
so most Vietnamese customers are used to using domestic fruits because of the low
price and guaranteed origin. Therefore, they are very afraid to buy imported fruit, with a
much higher price and unknown origin. Besides, online sales make customers skeptical
about product quality, they want to check directly instead of sitting at home and
placing orders.
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Organizational Development
Step 3: Feedback
The marketing department of the company needs to build true images of the
product (volume, color, quality, origin, etc). All information posted on the page must
be true to the real product.
It is necessary to develop a process of packaging and preserving products carefully,
step by step and according to each type of fruit for employees to follow. Some
fruits are extremely perishable and rotten. There should be a clear disposal
procedure for damaged goods to minimize the amount of spoiled fruit.
Store managers must balance orders accordingly (seasonal, according to customer
tastes, etc.) Avoid placing too few orders, no sales or over ordering leading to
backlog, the value of goods being canceled increase.
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IV. PRACTICAL TASK
TAN Harmoni
Glacial Indifference
Dancing Script Regular
Color Palette
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1. WEB PRESENCE
Facebook
Currently, the number of
Facebook users is constantly
increasing, so Facebook is by far
the most popular network. It is
also an advertising platform that
helps us reach a wider audience
and expand the market,
increasing our brand awareness.
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TikTok
Tiktok is a platform that is
being favored by many people
(especially from 18-35) and
used to advertise and trade.
Therefore, this is also the
platform we want to
approach to bring products
and brands closer to
customers.
Twitter
Twitter ads are labeled
“Promoted” and regularly
updated with algorithms that
help the ad campaign reach the
exact target audience.
Therefore, Twitter Ads are an
opportunity for us to promote our
brands and products and reach
new users.
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WIX
Step 1: Create account
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Step 2: Content & plan web design
Editing is available after selecting the website's template and content. The
selected website template will match the content and ideas we want to
achieve.
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STEP 3: DESIGN AND BUILD WEBSITE
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STEP 4: PROMOTE & MAINTAIN WEBSITE
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STEP4: PROMOTE & MAINTAIN WEBSITE
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STEP4: PROMOTE & MAINTAIN WEBSITE
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STEP4: PROMOTE & MAINTAIN WEBSITE
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4. 7Cs of WIX
4.1 Context
Our website was attracted by its clean overall configuration, simple to read,
simple to navigate. Harmonious colors, consistent , help users easily remember our
brand. We constantly work to upload the most recent and comprehensive pictures of
our goods.
4.2 Content
Fresh Fruit has diverse, rich and carefully selected content to give the clearest
product information as well as ensure the diversity of products and services.
The content is catch up with the trend, with images attached, to meet the needs
of consumers
Images, fonts, videos are presented logically, friendly and consistently, easy to
read, easy to use, attractive and suitable with current market trends. Help
consumers have the most authentic view of the product as well as easily find the
product what they are looking for.
4.3 Community
On-site contact is possible in a number of ways at Fresh Fruit. In addition to
maintaining a FAQ on our website, you can also contact us directly via e-mail or
through social media. Also available are product evaluations for each of Fresh Fruit's
specific items. As opposed to this, after logging into the website of Fresh Fruit, one
can also access its news and newsletter.
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4.4 Customization
In our store, customers can choose delicious fruits, freely mix to create fruit gift
sets for their loved ones. Customers are not required to take the exact net
weight of each type, but can buy less according to their daily needs
4.5 Communication
Our store is always careful in training staff to take care of customers in the most
thoughtful way. When buying at the store, you will be enthusiastically consulted
(if you need it) on product origin, expiry date and promotions. Besides, there are
always group chats on Facebook, where we will update detailed daily goods
pictures and free shipping if you order online.
4.6 Connection
Links to the firm’s operational social media profiles are provided on this page of
the website. The links to Fresh Fruit's Instagram, Facebook, Tiktok, and Twitter
accounts are all easily reached on the company's website.
4.7 Commerce
It promotes customer support. The website properly displays all prices and
information pertaining to the products. Buyers can get a preview of the theme
before making a purchase. Consumers can also quickly make purchases,
payments, and check the progress of orders.
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2. DIGITAL MARKETING PLAN
MARKET ANALYSIS
1. Trend
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2. Demand
It is clear that there is a strong
demand for clean and fresh fruit
among consumers today due to its
taste and nutritional value. At the
same time, being aware of the
importance of using clean, clear
products, consumers tend to find fresh,
clean and safe fruits to buy.
The demand for clean products is
increasing day by day, consumers are
becoming more adventurous with their
food choices and seeking out new
flavors and experiences beyond
traditional banana or apple options
.
3. Tags
Delicious fresh fruit
Fruit store
Clean fruit
Imported fruit
Quality fruit
Mobile shopping
Vitamin-rich fruits
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PLAN TO PROMOTE 1 PRODUCT ON E-
COMMERCE PLATFORM
1.Targeted customer 2.Campaign objective (Milestone)
Target customers in the store's Short-term in 6 months
promotion plan include Fanpage, business websites will reach 1-2000
housewives, households with followers and visitors.
great demand for 100% natural, Implement promotions and discounts to increase
clearly defined origins. In customer awareness of the product.
addition, the store also targets Detail
customers with stable incomes Brand building (logo, banner, slogan).
who care about their health Build promotions for new customers.
through the use of clean Advice, care and support for customers during the
products such as working shopping process.
people, office workers, busy Discount codes, birthday gifts, vouchers for the
people who do not have time to occasion of the year are notified to customers via
choose directly, etc. email. At the same time, create accumulated
points for each customer segment.
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3. Things we want to convey to
our customer
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4. Choose the online marketing channel and set up
measurement indicator
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4. Financial Plan
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DEVELOP MARKETING CONTENT FOR
ONE PRODUCT ON FACEBOOK
1. Goals and Objectives
Increase sales and revenue: By promoting pears on
popular e-commerce platforms and social networks,
the goal is to drive more sales and generate higher
revenue for the store.
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2. Research Potential customers
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Fitness enthusiasts are also a group of
potential customers that our store wants to
target. By creating vlogs about the benefits of
fruit consumption can support their fitness
goals and we partner with those who have a
strong presence on social media platforms like
Instagram, YouTube or TikTok. These
influencers can create engaging content
showcasing how they incorporate fruit into
their exercise routine, sharing recipes,
smoothie ideas, and snack options. Their
influence can help promote your fruit products
to the target audience.
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3. E-evaluate old content when building marketing content
The first mistake is The next mistake is that the product description is
inconsistent branding. This has incomplete and unclear. This has led to customers'
caused confusion and lack of understanding about the product's origin,
weakened brand recognition. features, benefits and quality. Store products on e-
Besides, it is also associated commerce and social media platforms do not provide
with product quality and accurate and comprehensive information about the
target audience of Fresh Fruit. type of pear you provide leading to customers
During the last campaign, we questioning the authenticity and reliability of the
failed to ensure consistent use product.
of logos, colors, fonts and
brand messaging across our Finally, the most serious mistake is the lack of visual
website, social media profiles, appeal. Product images with low resolution and
and e-commerce platforms unattractive images, lack of freshness have made
lead to the brand presence customers feel depressed, unimpressed. This leads to
becoming blurred in the the inability to convey product details, limiting a large
customer's memory. number of potential customers, and easily being
robbed of market share by competitors.
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4. Generate new ideas, content and
control content in strategy
Seasonal Promotions and Offers
Develop special summer promotions and offers for pears to incentivize purchases
and increase sales. For example, offer discounts on bulk purchases or create
limited-time bundles with other complementary fruits.
Create visually appealing graphics and videos to promote these offers and share
them on Facebook regularly.
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Engaging Visual Content
Use beautiful, high-resolution images
of pears in various formats such as
close-ups, flat lays, or lifestyle shots to
capture attention and create visual
appeal.
Customer Testimonials
and Reviews
Encourage your customers to share
their experiences and testimonials
about the quality and taste of your
pears.
Collect and feature positive customer
reviews on your Facebook page,
showcasing the satisfaction of previous
buyers.
Leverage user-generated content to
build trust and credibility among
potential customers, demonstrating the
high product quality and customer
satisfaction associated with your fruit
shop.
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Engage in Conversations
and Respond Promptly
Actively engage with customers on
Facebook by responding to comments,
messages, and inquiries promptly.
Encourage discussions and ask open-
ended questions related to pears, health,
and summer activities to foster
community engagement.
Show genuine care and attentiveness to
customer concerns or feedback,
addressing them promptly and
professionally.
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Facebook Live Events
Organize Facebook Live events
showcasing demonstrations, tutorials,
or Q&A sessions related to pears and
healthy eating.
Collaborate with influencers, chefs, or
health experts who can provide
valuable insights and engage with your
audience in real-time.
Promote these live events in advance
to generate anticipation and
encourage maximum participation.
Consistency and
Frequency
Regularly post content on Facebook to
maintain a consistent presence and
stay top-of-mind for your target
audience.
Aim to post at least three to four times
a week, ensuring a good balance
between promotional content,
educational content, and engaging
posts.
Monitor the engagement metrics of
your posts and adapt your content
strategy based on audience
preferences and response.
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V. CONCLUSION
In conclusion, selling fresh fruits online is a profitable and convenient option for
consumers in today's digital world. The convenience associated with online shopping,
including a variety of options, competitive pricing and doorstep delivery makes it an
attractive choice for customers who prefer to shop from the comfort of their homes.
Furthermore, the demand for fresh fruits has been steadily increasing due to growing
awareness about the need for a healthy lifestyle. This makes it a lucrative market where
entrepreneurs can tap into and offer variety to customers by diversifying their products on
fruits. In addition to this, having different packaging techniques or recipes also helps
attract more customers thereby expanding your customer base leading to increased
sales.
Therefore, with proper planning and execution, fresh fruit vending can be a profitable
business that not only offers financial gains but improves overall health and wellbeing by
providing essential nutrients required for human growth and development.
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V. REFERENCES
1.(No date) Market Opportunity of fruit in VietNam. Available at:
https://vietnamcredit.com.vn/news/overview-of-vietnams-fruit-
vegetable-industry_14163. (Accessed: 11 June 2023).
2. Brookins, M. (2017) What is the target market for small farm Fruit &
Vegetable Stores?, Small Business - Chron.com. Available at:
https://smallbusiness.chron.com/target-market-small-farm-fruit-
vegetable-stores-35244.html (Accessed: 11 June 2023).
4. SWOT (no date) Fresh Fruit and Vegetable Shop. Available at:
https://freshfruitandvegetable.weebly.com/swot.html (Accessed: 15
June 2023).
5. Dự án trái cây nhập khẩu fresh fruit (no date) 123doc. Available at:
https://123docz.net/document/12553033-du-an-trai-cay-nhap-khau-
fresh-fruit.htm (Accessed: 16 June 2023).
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CONTRIBUTION
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