Planning to develop B2B E-commerce channel for air dried red flesh dragon fruit

Abstract

The project employs various models and strategic analyses such as PESTEL, SWOT, SMART, Five Forces, contextual analysis, project analysis, product and market introduction. Furthermore, the project integrates aspects of Value Proposition and Competitive Advantage, Operations Management, Marketing Strategy, Integrated Marketing Communications, and Digital Platform. All strategies have been planned for a 5-year timeframe, and based on these strategies, a comprehensive risk management plan and future roadmap have been developed. In the initial phase, DF Food will focus on the B2C customer market through the TikTok Shop platform and affiliate marketing strategy (KOL, KOC - individuals with over 1,000 followers). Concurrently, there will be product promotions on social media platforms like Facebook, Zalo, etc., to enhance brand awareness. DF Food also intends to introduce products to offline customers such as cafes, F&B restaurants, ecotourism sites, school cafeterias, and more. In the following years, expansion plans will be implemented through e-commerce platforms like Shopee, Lazada. Simultaneously, DF Food will develop new products related to red-fleshed dragon fruit, such as dragon fruit tea and dragon fruit powder, diversifying the product line and meeting consumer demands. To establish a recognizable brand identity, DF Food's logo is designed in the shape of a dragon fruit, drawing inspiration from the natural colors of the fruit. The use of pastel colors aims to evoke a fresh and gentle feeling for customers during their initial interactions. The brand "DF" is chosen to represent Dragon Fruit, emphasizing its significance in weight loss, skincare, and nutritional benefits. DF Food chooses to start its business on the TikTok Shop platform, initially focusing on direct customer engagement (B2C), then expanding to businesses, supermarkets, and entertainment venues (B2B). After a 7-day trial and actual business operation, DF Food has received positive customer interactions and achieved revenues as initially planned.