OPTIMIZING LOGISTICS COSTS AND DIGITAL MARKETING STRATEGY IN DEVELOPING ONLINE DISTRIBUTION CHANNELS

Abstract

This study assesses the feasibility of developing an online distribution channel for Company B in Can Tho, focusing on four key factors: logistics costs, marketing, information systems, and customer demand. Utilising analytical methods such as Cronbach’s Alpha, EFA, multiple linear regression, and the Dupont model, findings reveal that logistics costs substantially impact operational efficiency. Implementing the Vehicle Routing Problem (VRP) model results in a 46% reduction in delivery time and a 40% cut in transportation costs. An integrated marketing strategy across TikTok, Shopee, and Facebook is proposed to enhance brand visibility. The study confirms the project's feasibility, provided that operations, technology, and communications are optimised for the fast-moving consumer goods sector.