Table of Contents PREFACE Chapter AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY 1.1 General information 1.2 Formation and development of the company 1.2.1 Vision .4 1.2.2 Mission 1.2.3 Objectives 1.3 Organizational structure 1.4 Business activities .7 Chapter CURRENT SITUATION OF MARKETING ACTIVITIES IN NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING EQUIPMENT LIMITED COMPANY 2.1 Factors affecting to marketing activities of the company 2.1.1 External factors .9 2.1.2 Internal factors 10 2.2 Current marketing activities 11 2.2.1 Marketing offline activities 11 2.2.2 Marketing online activities 12 2.3 Assessment on Marketing activities 14 2.3.1 Advantages on marketing activities .14 2.3.2 Disadvantages on marketing activities 15 2.4 Business performance in the last years 16 Chapter DEVELOPMENT ORIENTATION AND SOME RECOMMENDATIONS TO IMPROVE THE MARKETING PERFORMANCE .19 3.1 Future goals & development orientation in the next years 19 3.2 Recommendations to improve marketing of the company 20 CONCLUSION 22 REFERENCE 23 Table of Figures Figure 1: Organization structure Figure 2: Performance of Ngochuy company in 2014, 2015 and 2016 .17 Table 1: Budget for marketing activities 11 Table 2: Performance of Ngochuy company in 2014, 2015 and 2016 .17 PREFACE The process of globalization has been significantly strong as ever, especially since Vietnam joined the WTO, our country's economy is increasingly integrating deeper, wider into the world economy through trade bridge The higher level of integration, the more powerful and competitive business environment becomes The job market is more demanding for the graduates and one of the requirements is requirement for work experience As a result, the early approach to business environment through activities is considered as a valuable opportunity for students to become familiar with the accumulation of experience Marketing is the activity that creates the face of the company through the tools used to let customers know about the company's products and services quickly and effectively Ngochuy Co., Ltd has firmly grasped its opportunities and challenges before and after Vietnam's accession to the WTO and its role in marketing The demand for quick marketing of marketing tools is vital to the company's growing consumer demand for goods The goods are not just good and durable, they also need a development strategy to promote the consumer, always in the consumer's consciousness When competition is fierce, the customer becomes more important and becomes "god", the customer will be the focus for companies to search for them rather than before Realizing the importance of this trend, after a period of time studying some major courses and due to requirement from the University, the writer has been recruited as a marketing staff in Ngochuy Training Equipment and Technology Development Limited Company This really is an opportunity to know the strengths and weaknesses of both knowledge, skills and attitudes so that the author can figure out some ways to enrich, improve or fix On that account, over time of internship to improve knowledge, understand the difference between theory and practice marketing activities, learn and study in the Marketing department, with the help of the staffs the same room and the dedicated guidance of Ms Dao Minh Anh, the author would like to concentrate on topic “Analysing marketing activities at Ngochuy training equipment and technology development limited company” The report includes three main chapters: Chapter AN OVERVIEW OF NGOC HUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY Chapter CURRENT SITUATION OF MARKETING ACTIVITIES IN NGOCHUY TECHNOLOGY DEVELOPMENT AND TRAINING EQUIPMENT LIMITED COMPANY AND ASSESSMENTS Chapter DEVELOPMENT RECOMMENDATIONS TO ORIENTATION IMPROVE & MARKETING SOME AND PERPORMANCE Despite many efforts, it is impossible to avoid shortomings of the content as well as format The writer wishes to continue receiving the comments from company and supervisor to make the subject more completed Chapter AN OVERVIEW OF NGOCHUY TRAINING EQUIPMENT AND TECHNOLOGY DEVELOPMENT LIMITED COMPANY 1.1 - General information Name of the company: Ngochuy Training Equipment and Technology Development Co., - Ltd Transaction Training name: Ngochuy Equipment and Technology Development Co., - Ltd Head quarter : Du Ngoai Hamlet, Mai Lam Village, Dong Anh - District, Hanoi Fax number: 0439616742 Website: - www.thietbidaotao.com.vn Email: ngochuy.edu@gmail.com Telephone: 0439610239 Charter capital: 20.000.000.000 VND 1.2 Formation and development of the company Ngochuy Training Equipment and Technology Development Co., Ltd was previously the factory of College of Urban Works Construction, established in 1988 merchandising teaching and vocational equipment and facilities During early years, the products are mainly used in the field of teaching, the school's vocational and provided to schools in the Ministry of Construction as well as commerce companies After a period of formation and development, Ngochuy Training Equipment and Technology Development Co., Ltd was officially founded on November 24/02/2004 In the last 13 years, it has been the company that produces equipment for teaching, vocational training and of top quality reputation in Vietnam It has provided training equipments to hundreds of vocational schools, colleges and universities They are proud that their products have the quality management standard ISO 9001:2008 and ISO 14001:2004 standard, contributing to the improvement of quality of education 1.2.1 Vision - Gradually build Ngochuy Training Equipment and Technology Development Co., Ltd into a strong organization with advanced equipments and production technology - Striving to become one of the top businesses with a brand stature and credibility in Vietnam specializing in providing technical equipment, training models to teach the most advanced technology on the market to meet the higher demand for modern technology integration period 1.2.2 Mission - Creation and protection of the value of sustainable investment for owners and partners based on financial transparency, expertise in organization and production technology - Persistence to build a staff of well-qualified, ethical, modern-working style in a professional working environment - Fulfilling responsibility to the shareholders, to contribute further to society and the environment, and for the professional development and quality of life better by the staff 1.2.3 Objectives - Fostering talents, training to improve technique, good workmanship in order to bring tremendous dedication in the many areas for society - Operation and development according to the criteria: "best satisfying customer's needs, ensuring quality of provided products and services" 1.3 Organizational structure The company consists of a Director and four functional departments : Marketing and Sales department, Finance & Accounting department, Technical department and Personnel Administration Department The organizational structure is shown in the following diagram: Figure 1: Organization structure Handle and process orders Marketing & Sales Department Board of Directors Finance & Accounting Department CEO Consult on marketing plan development Manage inputs, output costs of the company Report on the financial situation of the company for leadership if required Manage the entire system of machinery and equipment in the production line Technical Department Research, propose and handle the technical issues related to the production process Plan the recruitment, training, development of human resources Personnel Administration Department Build regulations of incentives to stimulate employees Implement regimes for employees Source : Company regulations 2015, 3rd edition The chart above gives some information about the functions of each department Howerver, the functions of Marketing department will described in more detail Marketing functions include research and development, pricing, distribution, customer service and communications On the other hand, sales department advises the marketing department based on its feedback with customers and focuses on customer contact to drive sales The marketing department that sets strategies and decides what marketing communications it needs to support its efforts will tells the sales staff what to emphasize and what sales tools is will use Under the current structure, Marketing and Sales department includes one chief and four staffs, in which two people in charge of receiving and processing order and one people in charge of making marketing plan and managing selling products online The responsibility of the chief of the department: - Checking, reminding, reviewing the orders which the employees handle - Supporting business personnel in the handling of orders and developing business plans for the company The responsibilitíes of the marketing staffs: - Looking for customers wishing to placing orders from the company - Finding reputable source, at a reasonable price and in accordance with the requirements of customers for quality, styles and models - Managing Facebook page (fanpage) and the website; support and care about customers during and after transactions - Planning procurement of equipment, machinery for production and marketing activities 1.4 Business activities Ngochuy company provides design, production and technology transfering vocational teaching equipment Besides, company also produces equipment and tranfers technology in the fields of information technology, mechanical engineering, instrumentation, electrical, electronics, refrigeration, automation, water and environmental sectors The other equipment can be repaired, warranty, maintenance of commodities traded by the company Ngochuy company mainly concentrates and develops vocational training equipments as follows: - Types of practical models, experimental modules specialized in industrial electricity: electricity - automation, PLC, production line, electric equipment, elevator model, factory automation, - Models, experimental and practical modules of civil electricity: lighting, civil electric control, models of household electrical appliances - Models, experimental modules and specialized practice of electronics Including types of models, equipment, modules of civil electronics and industrial electronics such as: Inverter controllers, inverter controllers, inverter circuits, Triac and SCR test drives, ADC, DVD model, Loudspeaker, microprocessor, modules on microprocessors such as PIC, AVR, 89XX, - Modules, experimental models, specialized practice of automation such as PLC programming, inverter control, Profibus networking practice, controlling and supervising SCADA system, etc There are some main customers, such as: Hanoi Vocational College of High Technology, Tan Phong Equipment Joint Stock Company, Ninh Binh Vocational College of Mechanical Implements, Citek Technology Joint Stock Company, Electric Power University, Vietnam – Korea Industrial Technical Vocational College, Bac Ninh Vocational College of Electro-mechanics and Construction, ….However, the orders from Ninh Binh Vocational College of Mechanical Implements and College of Urban Works Construction account for the largest percentage in total revenue, about 30% The data on ordering from Tan Phong Equipment Joint Stock Company come second with under 10% 10 Stock Company, Vinh Quang Group, Thanh Hung Automation Joint Stock Company, … Economy – Society Trend of social and cultural environment greatly affects the shopping way of consumers Due to rapid population growth and high standards of living, the demand for products also increases dramatically In fact, standard of living influence on consumption situation of enterprises Therefore, companies should care and study cautiously to give appropriate solutions During the stage of developing economies, GDP per capita is increasing, for example, in 2016, GDP reached 2,185.69 USD/person Sector factors such as inflation and especially economic crisis in 2008 have affected remarkably confectionery consumption situation of consumers Besides, the gap between the rich and poor is a major challenge for the company since the company's products are to serve consumers with the low and medium price 2.1.2 Internal factors Corporate objectives As with all the functional areas, corporate objectives are the most important internal influence And the marketing staff in Ngochuy company always set marketing objective that not conflict with a corporate objective Human resources For a services business in particular, the quality and capacity of the workforce is a key factor in affecting marketing objectives A motivated and well-trained workforce can deliver market-leading customer service and productivity to create a competitive marketing advantage Business culture E.g a marketing-orientated business is constantly looking for ways to meet customer needs A production-orientated culture may result in management setting unrealistic or irrelevant marketing objectives 11 Budget for marketing activities Table 1: Budget for marketing activities Unit: Million dong Year 2014 2015 2016 Budget 2.6 3.1 3.7 Total expense 20.55 21.57 23.28 14.37% 15.89% The proportion of the total 12.65% cost Source: Financial report of Ngochuy company in 2014, 2015 and 2016 The budget for marketing activities has increased annually, accounting for about 15% of the total cost which Marketing and Sales department manages and allocates.With limited budget, it is quite difficult to boost marketing activities in an effective way Therefore, company should spend on marketing activities and Marketing and Sales department needs to select and allocate appropriate budget for the agencies, markets, to create vast sales network 2.2 Current marketing activities Marketing decides and coordinates the connection of business activities of the enterprise to the market It is to ensure business operations of the enterprise oriented to market, know to choose the market, needs and wants of the customer support solidly for all business decisions.The marketing activities of Ngochuy company include: marketing offline activities and marketing online activities 2.2.1 Marketing offline activities Sending catalog by post or direct mail Marketing staff will send quarterly catalogs to potential companies Catalogs not only update new product models but also offer coupons, great deals or promotions that not everyone receives All ordering methods are also included in the catalog Customers can order via mail, phone, fax,… Participate in trade shows 12 Trade shows put company under the same roof as the competition The company can study their pitch, check out their marketing materials, and generally gain real insight into their strategy Of course, trade shows are also awesome opportunities to showcase product and market company The company can network with other professionals and look for opportunities to grow by working together Some trade shows are regularly held in Vietnam, such as: VINAMAC EXPO 2014, VINAMAC EXPO 2015, E&A VIETNAM 2015, … Word of mouth marketing When the new company comes into operation, the budget is limited so it can not afford to pay for marketing Consequently, the majority of customers are through word of mouth marketing Therefore, the network of potential customers is now partly thanks to this marketing method Customer Service Most of the company's customers are universities Therefore, the marketing department will be in charge of giving flowers and gifts on special occasions such as opening day, Vietnamese Teacher’s Day,… Besides, the staffs of the company having extensive experience in expertise should create favorable conditions for the work in the company From contacting the customers, taking orders, performing delivery are done in a professional way The workforce is still thin, however, with many years of experience in the industry, the hardest situations are resolved quickly and bring satisfaction to the customers 2.2.2 Marketing online activities Answering questions and advising customers on website Ngochuy Training Equipment and Technology Development Co, Ltd has an official website called https://thietbidaotao.com.vn There, customers can find out information about the company; learn more about services that the company offers and get detailed quotations for each product or service Ngochuy has integrated online chat tools (chat) on the website to help customers chat with related staffs Marketing staff using the account (username) and password (password) provided by 13 company log in to the website https://thietbidaotao.com.vn and stay available there Customers getting access to the address will find the current chat dialog box at the right corner of the screen There, customers will be supported and be answered questions about the company, information or quotation services After receiving questions from customers, support staff based on document content is provided to conduct response If the support staff can not give answers to customers, appropriate answer can be arranged through the help of the salesperson or manager The answer is also done right in the dialog online chat Facebook page management and customer service Besides the official website, the Facebook page is also an effective communication channel between the customer and the company Every day, support staff has a duty to be available at the website and the Facebook page of the company to control situation and the interaction between customers and companies, which is also called simultaneous online customer care Initially, support staff log into Facebook with the personal account Manager will take your Facebook account and list administrators in the " Ngochuy vocational training equipment" (“Thiết bị dạy nghề Ngọc Huy”) Shortly thereafter, the support staff can conduct business management and customer service in name of administrator of the page The first job is to write on the page The content will be provided in written form on paper by marketing staff Marketing staff’s task is to type and then post it on Facebook Under the post, there is the comment section (comments) which allows customer interaction or questioning Ngochuy The mission of staff are re-interact with customers by answering or commenting thank below Besides comments, customers can send a message through Messenger on Facebook Answering customer messages on Facebook is conducted in the same way as it is on the website Support in handling orders from customers Due to the great number of customers everyday, staff is assigned more tasks to help official staffs in handling orders from customers Customers will choose their product suppliers by themselves or through the suggestion of support staff, 14 and conduct placing an appropriate order Customers resubmit link address of the product with its name and model, and the quantity of each type Based on the information provided, the staffs confirm the order, calculate total cash, including cost of transport and service charges After completing the calculation, the staff send quotation to customers Customers rely on that to conduct checking the information about commodity prices and the cost stated Then, staff notify customers of payment terms According to the total cost that customers purchase, they will have to settte the payments at different levels For small orders which are worth less than 15 million VND, customers have to settle all payments in advance except for freights the dollar; the rest will be paid when customers receive the goods If the order is worth more than 15 million VND, customers need to pay in advance 70% of the contract value, 30% left will be paid when customers receive the goods When the customer confirm the terms of the order one more time, the company staff, notify new orders to the official employees 2.3 Assessment on Marketing activities 2.3.1 Advantages on marketing activities Marketing offline activities In general, offline marketing activities at the trade shows are well organized After each exhibition, the company attracted many more orders as well as potential customers Besides, with nice image, beautiful design, updated model continuously, good price, good promotion, catalogs also provide the impression and satisfaction of customers when they buy products With a young and enthusiastic staff, they always give customers satisfaction when ordering and buying That becomes one of the most influential factors in increasing company ’s revenue Word of mouth marketing method can save a lot of money for marketing This method also bring a large numbers of customers The method develop thanks to many years of experience and professionalism and proficiency Over the years, 15 the company does not encounter any bad claims or litigation The company also has never been litigated by the customers about technical specification of the goods and packaging as well as quantitiy or delivery time, which has always been in strict compliance with the contract between the parties That makes customers more satisfied with the company's products and introduce more people to know products Actually this is a good signal, because this will help the company consolidate longterm collaborative relationships with partners, and create trust for the partner and Ngochuy can be more likely to be able to sign other major contracts Marketing online activities It can be said that the sales website of the Ngochuy company almost provided all the information that customers need, highly interactive easy to use and search information Website friendly interface, easy to use, create convenience for customers to view the goods and ordering online The new products are updated and attractive on the website with beautiful banners, high interactivity The product groups are arranged according to the needs of customers to help them easily choose products All information about the product is provided full convenient for the search, research and tracking of customers Ngoc huy Company is known to exploit marketing channels on social networking Facebook to reach customers through: fanpage, groups, events 2.3.2 Disadvantages on marketing activities Marketing offline activities Although, marketing activity through taking part in trade shows can attract many orders and potential customers, the cost for this is quite expensive Because all shows are just held in Hochiminh city, this cost includes many kinds of fee, such as: delivery fee, ticket fee,… Marketing online activities The company's website is limited to giving general information about the items/products, allowing users to get access to and obtain information related 16 purchase (through contacting Mr Đôn) This is an obvious drawback and somewhat inconvenient for the users if they want to order directly from the website of the company Meanwhile, today's e-commerce development is significantly rapid, the integrated website ordering function online has become so common and familiar to users Companies might want to consider integrating this function to the website if they not want to lose their advantage compared to competitors in the same industry Facebook interaction is also not taken seriously, only few orders has been dealed through this channel According to the current development trend, there are quite a few companies, foreign partners who want to trade, exchange business with the company However, due to a lack of skilled workforce in foreign languages for transactions, negotiations with foreign partners, sometimes meeting with foreign partners is still limited in terms of communication This can lead to time-consuming outcome or even lead to unnecessary misunderstandings These years, the company's marketing activities have not been respected and taken seriously Although the company use some marketing methods in both offline and online activities, company still depend too much on word of mouth marketing method Ngochuy bear the idea of waiting inactively for customers and then introduce the products, execute business strategic planning, trade promotion has had no apparent effect The company does not have its own marketing department They just have marketing and sales department On the other hand, this activity is very limited compared to other companies Customers mainly are long-time customers, or customers specified by Ministry of Construction 2.4 Business performance in the last years 17 Table 2: Performance of Ngochuy company in 2014, 2015 and 2016 Unit: thousand Vietnam dong 2014 2015 Total 20,171,552 revenue 63 Total cash Profit before tax Profit after tax 2016 1,164,150.7 Ratio 2015/ 2014 22,649,182 106.93% 20,976,824 107.24% 25 101.86% 1,672,358.2 908,037.56 101.86% 143.65% 146.33 1,304,439.4 % 21,570,650 19,028,663 20,406,499 .58 28 1,142,889 07 891,453.47 Ratio 2016/ 2015 104.9% Ratio 2016/ 2014 112,28 % 102.79% 110.24 % 143.65% 146.33 % Source : Financial reports in 2014, 2015 & 2016 Figure 2: Performance of Ngochuy company in 2014, 2015 and 2016 Performance of Ngochuy Company 25,000,000.00 20,000,000.00 15,000,000.00 10,000,000.00 5,000,000.00 0.00 2014 Total revenue 2015 Total Cash Profit before tax Source : Financial reports in 2014, 2015 & 2016 2016 Profit after tax 18 As can be seen, the business situation of Ngochuy company had a slightly increase in a period from 2014 to 2016 The growing evenly over the three years shows the company’s effective business In terms of total revenue, the company's revenue in 2015 was 21,570,650 thousand VND, up 6.93% from 20,171,552.63 thousand VND in 2014 In 2016, the total revenue was 22,649,182.5 thousand VND, up 4.9% over 2015 In terms of cost, in 2014 the company had to spend 19,028,663.58 thousand VND on costs and taxes The figures in 2015 was nearly equal to that in 2016 (20,406,499.28 thousand VND and 20,976,824.25 thousand VND respectively) The profit after tax had a tendency to rise in three years with 891,453.47 thousand VND, 908,037.56 thousand VND and 1,304,439.4 thousand VND However, there had great differences between total revenue and profit in three years Therefore, the solution should be found to reduce cost 19 3.1 Chapter DEVELOPMENT ORIENTATION AND SOME RECOMMENDATIONS TO IMPROVE THE MARKETING PERFORMANCE Future goals & development orientation in the next years Ngochuy Training Equipment and Technology Development Co., Ltd is doing business in an increasingly complex market, competition between the economic sectors have been becoming increasingly fierce Finding orientations and tasks in the fortcoming period is an objective requirement for survival and development of the market economy - Vision: Top 10 teaching and vocational equipments supppliers in the North of Vietnam, expanding market to the South - Customers: Target customers are longtime customers, actively seek new potential customers - Products: focus on core products that bring more profits to the company, such as practical models, experimental modules specialized in industrial electricity and outsource the other less important products - Facitilies: with favorable conditions available, the company constantly improve the technical facilities to better serve our customers and reduce labor intensity for officials and staffs Such change is due to the trend of the common commercial civilization er, if the company can not catch up, they will destroy themselves in competition 20 Expand marketing activities both in the North and South Keeping ties with longtime customers, proactively approach new customers to gain new contracts Ensure unity of direction and run the two most important areas of business and finance for companies Maintain and promote the autonomy of business, expansion and development of production on the basis of a common strategy taking into account the efficiency of investment and the scope of the assignment, the field, the market for each unit Always focus on innovation, creativity, with development and share the benefits, associated with community responsibilities, socially and always bring trust, peace of mind for customers, partners and employees 3.2 Recommendations to improve marketing of the company Integrate ordering functions associated with the Website and pay more attention to Marketing, especially Digital Marketing and interaction through Facebook page As mentioned earlier, the website of the company has not been exploited effectively to some extents To become more user-friendly and customer-oriented, I highly recommend the company integrate online ordering tool right on the website Through that online ordering tools on the website, customers can also use the online ordering function if registered account there After ordering, customer orders will be displayed in the Order Management section Staff log into the company's account at the website and retrieve data conduct orders Orders including information about the goods, quantity, supplier and contact address of the customer Based on the information obtained, the business staff will be able to conduct calculation of cost and then send an electronic mail (email) of confirmation and price of goods and services to customers After that, the customer will contact by email or phone that has confirmed the order and initiate a funds transfered Confirmed money will be transferred to the accounts of the company On the other hand, interaction through Facebook is increasingly important since Facebook has become of the most popular online communication channels all over world The company should make their Facebook page more active, increase the 21 frequency of posting articles about products on that page, simultaneously improve the quality of the articles of Facebook by putting more information of the company, website, email, person in charge Do not wait passively for customers, actively looking for and approaching potential customers Almost all customers of Ngochuy are long-time customers or customers that are introduced by Ministry of Construction This can lead to the passive position of the company Companies should plan to actively search potential customers , build a list of those potential customers, screening customers who not qualify This step helps company save time, effort, money, form a professional and modern style Salespeople can make phone calls, send emails to prospects before deciding on the appointment Salespeople need to know full information about prospects, set a target of conversation and persuade customers Employees must have a strategy to reach out to each specific customer, so they should learn these traits and their needs to target mainly hit those points Sales staffs need to be trained how to greet the buyer to get the first step for future business relationships Make a detailed plan in regards to customer care and warranty for large machinery periodically The company should give a specific customer service plan, so both can retain longtime clients of the company and re-enhance the reputation of company in the industry One of the customer-care activities that needs attention is offering maintenance schedule of large, bulk machinery which requires regular maintenance such as 'double roll forming machine' or 'plate shears' Ngochuy may also appoint personnel responsible for calling and asking customers their opinions on the products after a period of use 22 CONCLUSION Within the scope of researching and presenting the topic, I have an overview and details about the operation of the company on the basis of observation at the Marketing and Sales Department in particular and analyzis of statistical data provided by the company From there, I go deeply to study of the sales process of the company, thereby give some comments about strengths and weaknesses in the implementation process I hope this report along with the recommendations outlined in Chapter will partly help Ngochuy company complete their marketing and sales process in the near future Besides, through this mid-term internship period, despite not being so long, I had the opportunity to apply the theory learned from university into practice, engage in working environment in reality This experience really brought me more knowledge, skills, and the new understanding of sale process in particular and business in general Another thing is that I realize theory is not always compatible with practice If we want to apply knowledge gained from books into reality, there should be a correction, flexible customization of each individual From then, I am aware that I should practice and enrich my knowledge more, propose some selfdevelopment plans to be able to adapt easily to the business environment as well as the highly effective work in the future 23 REFERENCE Vietnamese Công ty TNHH Thiết bị đào tạo & Phát triển Cơng nghệ Ngọc Huy (2014), Bản báo 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