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Appendix

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Phương Hoàng

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Appendix A: Detailed SWOT Analysis

DMX boasts a strong reputation in Vietnam due to its extensive offline store network, diverse
product portfolio, and focus on customer service. However, the brand has limited recognition
outside of Vietnam and requires localized e-commerce strategies, along with potential challenges
in adapting to new markets. Opportunities include high internet and smartphone penetration in
Malaysia, a growing middle class with increasing disposable income, and cultural affinity with
Vietnam. Threats include competition from established e-commerce players in Malaysia,
regulatory and logistical challenges, and potential economic fluctuations.
Appendix B: Detailed PESTLE Analysis
DMX boasts a strong reputation in Vietnam due to its extensive offline store network, diverse
product portfolio, and focus on customer service. However, the brand has limited recognition
outside of Vietnam and requires localized e-commerce strategies, along with potential challenges
in adapting to new markets. Opportunities include high internet and smartphone penetration in
Malaysia, a growing middle class with increasing disposable income, and cultural affinity with
Vietnam. Threats include competition from established e-commerce players in Malaysia,
regulatory and logistical challenges, and potential economic fluctuations.
Appendix C: Market Attractiveness Ranking
Malaysia has a medium-sized market with significant growth potential. Indonesia offers a large
market with considerable growth potential but faces challenges with a complex regulatory
framework. Laos and Cambodia have smaller markets with limited potential and developing
digital infrastructure, though their regulatory environments are improving.
Appendix D: Detailed Segmentation Criteria
DMX can segment the Malaysian market based on demographics (ages 25-45, both male and
female, middle to upper-middle-income groups, urban centers), psychographics (lifestyle
prioritizing convenience and quality, tech enthusiasts), technographics (high mobile usage, tech-
savvy consumers), behaviors (frequent online shoppers, brand loyalty), and needs (modern
electronics, home appliances, reliable after-sales services).
Appendix E: Budget Breakdown
Website development includes localization ($40,000), UI/UX design ($20,000), and functionality
enhancement ($40,000), totaling $100,000. SEO and online advertising include SEO
optimization ($50,000), PPC campaigns ($50,000), and social media advertising ($50,000),
totaling $150,000. Social media campaigns include content creation ($30,000), influencer
collaborations ($25,000), and engagement initiatives ($20,000), totaling $75,000. PR and events
include media engagement ($20,000), event sponsorship ($20,000), and community outreach
($10,000), totaling $50,000. Contingencies are $25,000.