MINISTRY OF EDUCATION AND TRAINING
HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY AND EDUCATION
FACULTY FOR HIGH QUALITY TRAINING

GRADUATE ESSAY
TOPIC:

ASSESSING AND ING OF OMNICHANNEL
STRATEGY FOR SAMSUNG TECHNOLOGY
EXPERIENCE CENTER – SAMSUNG 68
Student

: Vo Thi Quynh Nhu

Student ID : 19124166
Course

: 2019

Major

: Industrial Management

Instructor : PhD Nguyen Phan Anh Huy

HCMC, May 2023

TABLE OF CONTENTS

INTRODUCTION .................................................................................................... 1
1. Research rationale ................................................................................................... 1
2. Research objective................................................................................................... 2
3. Object and scope of research ................................................................................... 2
4. Research methodology ............................................................................................ 2
5. Research structure ................................................................................................... 3
CHAPTER 1: INTRODUCTION TO SAMSUNG TECHNOLOGY
EXPERIENCE CENTER- SAMSUNG 68 ............................................................ 4
1.1 Overview of Samsung Vina Electronics Co., Ltd ................................................. 4
1.1.1 History of formation and development ..........................................................4
1.1.2 Samsung Marketing Strategy and Service Experience Center in Vietnam ...5
1.2 Samsung 68 and the great role for Samsung ......................................................... 7
1.2.1 History of formation and development ..........................................................7
1.2.2 Functions and core values ..............................................................................8
1.2.3 Annual activities ............................................................................................9
CHAPTER 2: LITERATURE REVIEW ............................................................ 11
2.1 Definition of Omnichannel Marketing ................................................................ 11
2.1.1 What is Omnichannel Marketing .................................................................11
2.1.2 Difference between Omnichannel and Multichannel ..................................12
2.1.3 Benefits of Omnichannel Marketing...............................
...

...
so international tourists.
In the future, many trends and technological shifts are formed, and consumers needs
and perceptions about technology products also change. Therefore, the ability to be
flexible and adaptive in terms of organizing and exploiting marketing activities
thoroughly is a necessary solution. A risk control plan also needs to be developed so that
marketing activities at Samsung 68 can bring more special values. To get such great
results, from now on Samsung 68 needs to know the importance of marketing and has
focused on marketing activities, always looking for new markets, new customers to scale
the market continuously expanded.

57

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