Tiêu đề Bài làm team October.pdf ✅

NEXT TRAINEE CHALLENGE TEAM OCTOBER Lê Yến Chi Phạm Tuấn Kiệt Bùi Phương Liên Nguyễn Đức Hà Nam
Executive Summary Challenge for Samsung: To claim its image as a brand rooting for ESG, especially among Generation MZ Opportunity to differentiate in AV market: NEO QLED product line with ESG-oriented innovations Core solution: Leverage ESG-oriented innovations to: 1. Push sales for ESG-led QLED product line 2. Communicate Samsungʼs ESG actions to Generation MZ and mass audience as a whole Pillar #1: Sales growth marketing plan to sell NEO QLED by leveraging ESG-related innovations and make customers “More Wow Than Ever” Pillar #2: Brand communication to engage Generation MZ and mass audience with the message of heading to ESG within the AV category Synergy MKT Supply Chain Finance MKT HR (Employer Branding) Target buyer persona Focused product line: Neo QLED TV Eco-Tech Enthusiasts Parents Synergy Ensure business plan at optimal Supply Chain costs by Internal collaboration Supplier collaboration Family-centric approach Platform Insight "In our cozy home, we cherish family bonds with the TV as a central hub, and selecting a greener TV feels like taking care of our larger home, Earth.” Planning Strategic sourcing Strategic Activation Platform Investing in renewable energy Lean production Logistics optimization Demo Platform Idea Cultivate a Sustainable Future, One Family-hub at a Time MKT SC Labor market is abundant but it is not sustainable and not qualified enough with 4 main problems detected Tackle Samsung Office Workers in an ESG way Internal Annual Conference Tết with Samsung Internal Innovative Idea Ignition Internal Exhibition & Garage Sales Innovative #Dowhatyoucant #Reimaginethefuture Family-oriented #people-oriented External Samsung Vietnam Young Talent Program (SVYTP) Samsung Talent Review (STaR) Kickstart Qualification Part-time Generalist Official Young Talent / Management Trainee HR 57.4 Revenue 9.67 Operating Profit 7.8 Revenue (in billion USD) Break even point = 4346 (units) Finance
Business Context Human Context Vietnam's population are 55% Millennials and Generation Z Of them state that they are willing to pay more for eco-friendly products. Challenge for Samsung: To claim its image as a brand rooting for ESG, especially among Generation MZ 84% MZ Generation, the consumer of the future Meanwhile, Samsung has been focusing on promoting ESG goals OLED – the only sub-category recorded positive growth in retail volume terms in 2022-2023 (source: Euromonitor – Home Video in Vietnam Report) OLED TV – the most potential yet most crowded sub-category But highly competitive with the participation of 4 other competitors 9 new OLED TV launches from them in the category in 2022 (Euromonitor, 2022) Opportunity to differentiate in AV market: NEO QLED product line with ESG-oriented innovations Core solution: Leverage ESG-oriented innovations to: 1. Push sales for ESG-led QLED product line 2. Communicate Samsungʼs ESG actions to Generation MZ and mass audience as a whole ESG is the answer to both Samsungʼs opportunity and challenge Samsung Context (Statista – Vietnam Willingness to pay Report) Executive Summary Integrated Plan Marketing Plan Employer Branding Plan Supply Chain Plan Finance Plan 10.16 Million tonnes CO2e of GHG Emissions has been reduced in 2023, 59% increase compared to 2021 31% Samsung business and manufacturing sites has been transitioned to renewable energy, 150% compared to 2021 (complete in Vietnam) (Samsung Sustainability Report, 2023)
Core solution: Leverage ESG-oriented innovations to: 1. Push sales for ESG-led QLED product line 2. Communicate Samsungʼs ESG actions to Generation MZ and mass audience as a whole Pillar #1: Sales growth marketing plan to sell NEO QLED by leveraging ESG-related innovations and make customers “More Wow Than Ever” Pillar #2: Brand communication to engage Generation MZ in particular and mass audience with the message of heading to ESG within the AV category Room of synergy for departments to fulfill the action plan Synergy Supply Chain Marketing Finance Synergy Marketing HR (Employer Branding) Scope of synergy Ensure delivery success rate Manage Marketing budget Objectives: • Objective 1: Sales volume 6000 units (Euromonitor) • Objective 2: TV market share reach 41% (+1.9% from 2023, Euromonitor) Measure of Success: Number of Generation MZ reached with message Campaigns Sentiment Score Aligned communications message among all touchpoints with consumers and labour market Scope of synergy Executive Summary Integrated Plan Marketing Plan Employer Branding Plan Supply Chain Plan Finance Plan