MKT3039 · Digital Marketing · Academic year 2025 – 2026

Report portfolio · An Thai case study

Digital marketing.

Student name

Nguyễn Xuân An

Student ID

25831947

Cohort

K61NO

Module

Digital Marketing

Code

MKT3039

Portfolio focus

An Thai digital conversion structure

Read the introduction Open chapter 1
Introduction
01

Introduction and portfolio scope.

An Thai is a Vietnamese coffee company with a credible manufacturing base, export capability, and a broad product portfolio.

Public information on the company’s official channels indicates that An Thai was founded in 1996, exports to more than 30 countries, and promotes multiple certifications such as ISO, HACCP, Halal, BRC, Kosher, and SNI. The company’s official “About Us” content also highlights annual production capacities across spray-dried instant coffee, freeze-dried instant coffee, extracted coffee liquid, and 3-in-1 coffee mix, while LinkedIn lists the business as privately held with 51–200 employees. These signals matter because they give the brand a strong trust base, but they do not automatically guarantee digital marketing effectiveness.

This report argues that An Thai’s main digital issue in Vietnam is not lack of credibility, but lack of digital conversion structure. Vietnam is already a highly digital market: DataReportal reports 79.8 million internet users at the start of 2025, while VECOM estimates that Vietnam’s e-commerce market reached US$32 billion in 2024, including US$22.5 billion in online retail sales. In such a context, a company website and social platforms cannot function only as information channels; they must also support engagement, action, and conversion.

Founded 1996 30+ export markets 51–200 employees ISO · HACCP · Halal · BRC · Kosher · SNI
02

Public business and market snapshot.

Table 1. Public business and market snapshot for An Thai and Vietnam
Indicator Publicly available evidence Why it matters
Founded1996Long brand heritage and trust potential
Company size51–200 employeesRecommendations should remain realistic
Spray-dried instant coffee capacity5,000 tons/yearStrong manufacturing story
Freeze-dried instant coffee capacity1,000 tons/yearPremium product potential
Extracted coffee liquid capacity2,000 tons/yearB2B and ingredient opportunities
3-in-1 coffee mix capacity5,000 tons/yearStrong mass-market relevance
Export footprint30+ countriesInternational credibility
CertificationsISO, HACCP, Halal, BRC, Kosher, SNITrust and quality cues
Vietnam internet users79.8 millionDigital channels are commercially central
Vietnam social media identities76.2 millionSocial media is a core reach environment
Vietnam e-commerce marketUS$32 billionStrong online commercial opportunity
Vietnam online retail salesUS$22.5 billionConversion capability matters

Public business and market context suggests that An Thai has strong credibility assets, but Vietnam’s digital environment requires stronger engagement and conversion mechanisms.

Bar chart showing Vietnam internet users, social media identities, e-commerce market, and online retail sales.
Figure 1. Vietnam’s internet penetration, social media use, and e-commerce scale provide a strong commercial rationale for strengthening An Thai’s digital marketing system.
Composite image showing An Thai corporate overview, awards, certifications, export growth, and production capacity.
Figure 2. Public corporate signals on An Thai’s own channels show that the company already possesses strong trust assets for digital marketing.
03

Report chapters.

The website is organised around the four report chapters in the document: the ladder of engagement, the evaluation of Facebook using RACE, the AnTháiCafé website checklist, and the trend analysis of social commerce.

Chapter 1

The Ladder of Engagement

The document’s diagnosis that An Thai is strongest at awareness and weakest at advocacy and co-creation.

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Chapter 2

Social Media Evaluation

The document’s Facebook evaluation using Reach, Act, Convert, and Engage.

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Chapter 3

Website Checklist

The AnTháiCafé audit showing stronger trust signals than conversion clarity.

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Chapter 4

Trend Analysis

The social-commerce case for An Thai built around the document’s “discover → ask → buy → return” path.

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04

Conclusion from the document.

An Thai already possesses many of the assets that brands usually need to build from scratch: trust, product depth, production capability, and export credibility. The company’s digital problem is therefore not legitimacy, but architecture.

Across the four sections, the same diagnosis emerges: An Thai is stronger at informing than at converting, and stronger at showing credibility than at structuring participation. The most important actions for management are to move audiences higher up the engagement ladder, make Facebook work as a relationship and service platform, improve website conversion clarity, and use social commerce as the most realistic growth trend in Vietnam.