AN INVESTIGATION INTO THE REAL SITUATION AND SOME SOLUTIONS FOR IMPROVING MARKETING ACTIVITIES AT FIDITOUR TRAVEL JOINT STOCK COMPANY

Due to the long-term impact of the Covid-19epidemic on Vietnam's economic activities, and especially the tourism industry issuffering the heaviest losses, after working at Fiditour Trave

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After going through six weeks of internship, although the time is not too long,but thanks to the enthusiastic help of the brothers and sisters in the travel joint stockcompany Fiditour Da Nang branch, I have completed the actual report internshipand graduation project smoothly Although Da Nang is being affected by the Covid-

19 epidemic, the brothers and sisters in the company also tried their best to createconditions for me to practice in the sales tour department, and I have learned a lot ofexperience valuable experience and lessons in this internship This is a veryvaluable experience for a final year student like me

I myself feel very fortunate to have received so much help from people, towhom I would like to express my gratitude:

First of all, I would like to thank all the teachers at Duy Tan University whowholeheartedly taught me and all the students Especially, Ms Mai Lan Thi haswholeheartedly helped me during this graduation And hereafter I would like tothank the Fiditour Travel Joint Stock Company, all members of the company fortheir help and always creating comfortable conditions for me to learn, exchangeexperiences and knowledge

Last but not least, I would like to express my immense gratitude to my family,especially my parents, for their support, encouragement and motivation when Iwrite this report

Wishing you all good health and success!

Sincerely,

Le Thi My Hoa

STATEMENT OF AUTHORSHIP

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I here by declare that I am the sole author of this diploma project and I havenot used any sources other than those listed in the bibliography and I clarified asreference I further declare that I have not submitted this graduation paper at any

other in situation in order to obtain a degree.

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Tourism is considered a spearhead industry of Vietnam's economy Studyingmarketing activities at the company will have a deeper look at the actualimplementation of activities in a Vietnamese travel agency from which lessons can

be drawn for other businesses Due to the long-term impact of the Covid-19epidemic on Vietnam's economic activities, and especially the tourism industry issuffering the heaviest losses, after working at Fiditour Travel Joint Stock Company,

Da Nang branch From the thoughts and knowledge gained in the process ofstudying and actually working in the travel business of the company, I chose thetopic " An Investigation Into The Real Situation And Some Solutions ForImproving Marketing Activities At Fiditour Travel Joint Stock Company ".Marketing activities at Fiditour Travel Joint Stock Company, Da Nang branch asthe thesis of the graduation project

LIST OF FIGURES

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Figure 1: The Organizational Structure of Fiditor Company Danang Brand 21

Figure 2: Sales Tour Department Chart 21

Figure 3: Organized marketing department 25

Figure 4: Direct distribution channel map 27

LIST OF TABLES

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Table 1: Package price of a tour program of Fiditour Travel 26

Table 2: Revenue growth(Calculation Unit: Million dong) 29

Table 3: Sample of customer classification survey 32

Table 4: Total arrivals of FDT from 2018-2020 33

Table 5: Central Vietnam tours 38

Chart 1: Business results from 2018-2020 29

LIST OF ABBREVIATION FDT: Fiditour Travel

VND: Vietnam Dong

TABLE OF CONTENTS

ACKNOWLEDGEMENTS i

STATEMENT OF AUTHORSHIP ii

ABSTRACT iii

LIST OF FIGURES iv

LIST OF TABLES v

LIST OF ABBREVIATION vi

CHAPTER 1: INTRODUCTION 1

1.1 Rationale 1

1.2 Aims and Objects 2

1.3 Scope of the Study 2

1.4 Method of the study 2

1.5.Organization of the Study 3

CHAPTER 2: THEORETICAL BACKGROUND 4

2.1 Travel business trade and travel business 4

2.1.1 Definition of travel trade and travel business 4

2.1.1.1 Definition of travel trade 4

2.1.1.2 Definition of a travel business 5

2.1.2 Tourism product definition and classification 5

2.1.2.1 Tour program and package tour program 6

2.1.2.2 Intermediary service 7

2.1.2.3 General travel business activities 7

2.2 Marketing theory 8

2.2.1 Marketing and tourism marketing definitions 8

2.2.1.1 Definitions of marketing 8

2.2.1.2 Definitions of Tourism Marketing 8

2.2.2 Basic role and function of marketing 10

2.2.2.1 The role of Marketing in business 10

2.2.2.2 The basic function of marketing 11

2.2.3 Marketing activities in the travel business 13

2.2.3.1 Products 13

2.2.3.2 Price 13

2.2.3.3 Place 14

2.2.3.4 Promotion 14

CHAPTER 3: CASE DESCRIPTION 16

3.1 General Information about Fiditour Travel Joint Stock Company 16

3.1.1 Introduction 16

3.1.2 The Organizational Structure of Fiditor Company Danang Brand 21

Figure 1: The Organizational Structure of Fiditor Company Danang Brand 21

3.1.3 Sales Tour Department Chart 21

Figure 2: Sales Tour Department Chart 21

3.1.4 Duties of Departments 22

3.1.5 Introducing the marketing department 23

Figure 3: Organized marketing department 25

3.2 The Real Situation of Fiditour Travel in recent years 25

3.2.1 Product 25

3.2.2 Price 26

Table 1: Package price of a tour program of Fiditour Travel 26

3.2.3 Place 26

Figure 4: Direct distribution channel map 27

CHAPTER 4 ANALYSIS AND EVALUATION 29

4.1 Analysis business situation of Fiditour Travel from 2018 to 2020 29

Table 2: Revenue growth(Calculation Unit: Million dong) 29

Chart 1: Business results from 2018-2020 29

4.2 Actual situation of sales at Fiditour Travel Company Da Nang branch 30

4.2.1 Actual identification of the source of customers 30

Table 3: Sample of customer classification survey 32

Table 4: Total arrivals of FDT from 2018-2020 33

4.2.2 Actual collection of customer information 35

4.2.3 Actually bid and receive customer comments 37

Table 5: Central Vietnam tours 38

4.2.4 Actual agreement on payment terms 40

4.2.5 Actual tracking and evaluation of sales results 42

4.3 Analysis and evaluation the company's marketing strategy 43

4.3.1 Strengths 43

4.3.2 Weaknesses 44

4.3.3 Opportunities 45

4.3.4 Threatens 46

CHAPTER 5: DIFFICULTIES AND SOLUTIONS 48

5.1 Difficulties 48

5.2 Solutions 48

5.2.1 The recovery and development of Vietnamese tourism 48

5.2.2 The recovery and development of Da Nang tourism 50

5.2.3 The recovery and development of Fiditour Travel 51

5.3 Some marketing solutions to improve competitive benefits of tourism products at Fiditour Travel 52

5.3.1 Completion of Price Policy 55

5.3.2 Complete of Place (distribution) Policy 55

5.3.3 Complete of Place (distribution) Policy………… ……… … ….57

5.3.4 Completion Promotion Policy……… 57

5.3.5 Some outstanding tourism marketing methods to attract customers to buy tourism products……… ………58

5.3.6 Other marketing solutions 61

CHAPTER 6: CONCLUSIONS AND SUGGESTIONS 63

6.1 Conclusions……… 63

6.2 Suggestions……… ……….63

6.2.1 For teaching methods 63

6.2.2 For the curriculum content 64

6.2.3.Create more practical experience programs for students 64

REFERENCES

APPENDIX

CHAPTER 1: INTRODUCTION 1.1 Rationale

Since ancient times in human history, travel has been recognized as a hobby,

an active rest activity of people Nowadays, tourism has become an indispensableneed in the social and cultural life of countries In economic terms, tourism hasbecome one of the most important economic sectors of many countries in the world,especially developed countries including Vietnam Vietnam's tourism industry hasexperienced many difficulties and is gradually maturing

Since the VI Congress until now, Vietnam's tourism industry hascontinuously grown and become an attractive business field, bringing higheconomic efficiency and a lever to promote the development of all countries.Economic sectors in the national economy In that business system, the travelbusiness occupies a particularly important position

In order for the travel business to be effective, the businessmen must havetourism knowledge in general and knowledge of travel business in particular.Therefore, in the knowledge system that tourism students need to be equipped with,knowledge of travel business is indispensable

Fiditour Travel Joint Stock company is a travel company which is locatedright in the city center At Fiditour Travel, visitors can book tours to touristdestinations in Da Nang Besides, Fiditour Travel also plays an important role inselling products from suppliers of tourism services (resort, hotels, restaurants and soon) Moreover, the company always ensures the best service to its visitors duringtheir journey, which makes most people want to come back to the company whenthey have a chance

Today, although Da Nang tourism develops strongly, the number of touristshas decreased, especially during the Covid-19 season, tourism programs areorganized The number of tourists is increasingly limited and the tour repeating tofamiliar destinations such as Hoi An, Da Nang and so on Lead to visitors not veryinterested because when visitors visit activities and entertainment, essential needs

that make visitors bored, don't create elements of surprise for them This is one ofthe biggest problems that Fiditour Travel has encountered this season This is thereason why I decided to choose the topic "An Investigation Into The Real SituationAnd Some Solutions For Improving Marketing Activities At Fiditour Travel JointStock Company" for my graduation thesis.

1.2 Aims and Objects

 Overview of the theoretical system of marketing and marketing in travelbusiness activities to see the role and importance of marketing activities for travelbusinesses

 Assess the current status of activities and marketing implementation ofFiditour Travel Joint Stock Company in Da Nang

 On the basis of theory combined with practical analysis to find solutions toimprove marketing activities at the company, thereby improving businessefficiency

1.3 Scope of the Study

Scope of research is marketing activities aimed at attracting tourists FiditourTravel Joint Stock Company in recent years Activities and implementation of thecompany's marketing Marketing activities of the company and proposing solutions

to improve the competitiveness of tourism products at the company

1.4 Method of the study

During the course of my project, the methods I used included:

- Evaluate and draw from practical experience

- Use internet to search for information

Finally, I apply the theory learned in travel industry combined with the actualsituation of the tour company where I myself have been practicing, from theobservations and experiences during my work Directly at the company, givingsome suggestions and solutions.

1.5.Organization of the Study

The structure of my research is divided into 6 parts:

 Chapter 1 is the opening, including: the rationale, the aims and objectives, thescope of the study, the methods of the study, and the organization of the study

 Chapter 2 is the theoretical background

 Chapter 3 is the case description

 Chapter 4 is the analysis and evalution

 Chapter 5 is difficulties and solutions

 Chapter 6 is conclusions and suggestions

CHAPTER 2: THEORETICAL BACKGROUND 2.1 Travel business trade and travel business

2.1.1 Definition of travel trade and travel business

2.1.1.1 Definition of travel trade

Stemming from the basic contents of tourism activities, the definition of travelactivities as well as distinguishing travel from tourism is a necessary job Travelbusiness is the conduct of market research activities, the establishment of thepackage or partial travel programs, advertising and selling of these programsdirectly or indirectly through intermediaries or public offices Organize andorganize the implementation of the program and tour guide However, there are twoapproaches to travel and tourism

The first approach of filial piety in the broadest sense of travel includes allactivities of human traveling from one place to another as well as activities related

to that travel With such a scope, tourism includes the element of travel, but not alltravel activities are tourism

The first approach of filial piety in the broadest sense of travel includes allhuman activities traveling from place to place as well as activities related to thattravel With such a scope, tourism includes the element of travel, but not all travelactivities are tourism

The second approach, the travel approach in a narrow scope To distinguishtravel business from other tourism activities such as hotels, restaurants, andentertainment, it is limited to the travel business to only organize activities of travelschedule An example of this approach is the definition of travel in the Law onTourism of Vietnam

“Travel is the construction, sale or organization of a part or the wholeimplementation tourism program for tourists "

Travel business includes domestic travel business, international travel business.Domestic travel business is the construction, sale, and organization of theimplementation of tourism programs for domestic tourists and must have 3

conditions International travel business is the construction, sale and implementation

of tourism programs for international tourists and must meet all five conditions.Thus, according to this definition, travel business in Vietnam is understood in anarrow sense and clearly defined as the product of travel business is a tourismprogram

2.1.1.2 Definition of a travel business.

“Travel enterprise means an economic organization with its own name, assets,stable head office, business registration in accordance with the law for the purpose

of making profits through the organization of construction, sale and realizationshow travel programs for tourists” In addition, travel businesses can also conductintermediary activities to sell products of travel suppliers or other meeting businessactivities to ensure to serve the tourism needs of visitors from the stage first to last

In general, travel businesses differ mainly in the following aspects: Scale andarea of operation, Audience, Level of contact with travel product suppliers, Level ofcontact with tourists

Thus, depending on the size, scope of activities and nature of products, forms oforganization, legal status, the travel business has different names: travel agency,travel company, Travel agency, international travel agency, domestic travel agency.Particularly in Vietnam, most of the businesses operating in travel are commonlyknown as international and domestic travel centers located in travel companies

2.1.2 Tourism product definition and classification

According to the definition of the 2005 Law on Tourism of Vietnam:

“Tourism product is a collection of services necessary to satisfy the needs oftourists during a travel trip Tourism service is the provision of travel services,transportation, accommodation, dining, entertainment, information, guidance andother services to meet the needs of tourists Any tourism product is also intended tosatisfy the needs of tourists The tourism product can be a single product or acombination supplied by a package or by many business units”

Single Products: Products are used only for supply to satisfy a specific need of a

customer For example: Self-drive car rental service, freight service,…

Synthetic product: A product that must satisfy a group of tourists' needs and

desires at the same time For example: Package tour services with many other singleservices such as transportation, accommodation, dining, entertainment,…

2.1.2.1 Tour program and package tour program

Package tours are very diverse in types, depending on the differentclassification criteria This is the most typical, compulsory by law and most basicproduct in the product system of travel enterprises

"A package tour program is a travel program that integrates and adds value toall major services of different providers at pre-determined prices It is sold tocustomers to satisfy all three main needs in the process of making the trip "

Transportation service: This is a service identified as the most important

component of the package travel program In the travel program, however,depending on the specific conditions, use the facilities to suit the requirements ofthe trip Characteristics of means of transport such as type, rank, terminal, port,airport, and prestige of carriers are also important bases for tour operators to choosethe means of transport for your program

Accommodation services: This service meets the needs of guests sleeping and

resting, helping guests regain strength after long trips This is also an indispensablecomponent in the package travel program Depending on the specific conditions, thechoice of accommodation for the program, types of accommodation, type of bedroom

Food service: includes different meals, meals, menus, drinks.

Itinerary: includes stop book, stop time at each point, time and distance

between origin and destination, specific activities of each day with predeterminedtime and space

Sightseeing services, entertainment: this is an important factor to meet the

expectations of tourists at the destination Depending on the specific conditions that

travel businesses choose to visit objects, types of entertainment in the program.

Operator and guide: this is the participant involved in the development of a

tourism program, implementing the program to satisfy the needs of tourists andincrease the value of individual services It includes the organization, information,inspection

Expenses: include expenses before, during and after the tour program

implementation These amounts are included in the price of the pre-designed travelprogram

Thus, the elements that make up a package tour program are the supplier'sproducts and some additional products and services of the travel company itself,which is linked by the travel company to form one finished products sold to tourists

2.1.2.2 Intermediary service

Companies and travel agents become an important part of the product andservice distribution channel of suppliers Travel agencies sell these suppliers'products In order to do this, travel businesses must have extensive relationshipswith suppliers to create a link between selling services on the one hand andbrokerage for guests and commissions on the other directly or indirectly to tourists.Intermediate products include:

- Car rental brokerage

- Book hotel room

- Make a visa, pick up and see off guests at the border…

2.1.2.3 General travel business activities

This business is quite complicated It requires businesses with a wealth ofexperience, strong financial resources, because businesses participate in most of thefields in the service industry such as:

- Business hotels and restaurants

- Business entertainment services

- Aviation and road services business

- Banking services for tourists

In the future, travel businesses operating in this form will be more and morepopular It marks a big step in the development of the global tourism industry.

In the words of Cundiff and Still – “Marketing is the term used to describecollectively those business functions most directly concerned with the demandstimulating and demand-fulfilling activities of the business enterprise”

Philip Kotler’s definition of Marketing is – “Marketing is a social andmanagerial process by which individuals and groups obtain what they need andwant through creating and exchanging products and value with other”

Marketing is the process of working with the market to carry out discussions tosatisfy people's needs and wants Also understand, Marketing is a form of humanactivity (including organization) to satisfy needs and wants through exchange

(Basic Marketing Curriculum - National Economics University, National Economics University Publishing House, 2009).

2.2.1.2 Definitions of Tourism Marketing

Tourism is a complex, diversified and integrated service economy Tourismproducts are highly integrated and synchronous by the characteristics of tourismconsumption Therefore, the tourism industry also includes all the concepts andcategories of marketing that other industries are using successfully in the market.Tourism marketing means applying the marketing theory in the tourism field

Therefore, tourism marketing also includes and adheres to the generalprinciples, the basic content of the marketing theory However, the application ofthe principles, the basic contents of marketing activities must be consistent with thecharacteristics of tourism production and consumption So far, there is no unifieddefinition of tourism marketing Here are some definitions of travel marketing:

According to World Tourism Organizations - UNWTO: “Tourism marketing is a

management philosophy by which the tourism organization researches, predicts andchooses based on the wishes of visitors to That brings the product to the market tosuit the wants of the target market, to bring a lot of profits to that tourismorganization”

Definition of Michael Colman: “Tourism marketing is a system of research and

planning to create for tourism organizations a complete management philosophywith appropriate strategies and strategies to achieve their goals "

Definition of JC Hallway: “Travel marketing is an administrative function, to

organize and guide all business activities involved in the awareness of consumerneeds and awareness of customer purchasing power, thereby forming a demand for

a specific product or service, transferring the product or service to the end consumer

to achieve the target profit or target set by the tourism business”

Inheriting from the above definitions, from the tourism management perspectiveand the tourism business perspective, tourism marketing can be understood asfollows:

- From the perspective of tourism management: Tourism marketing is the

application of marketing in the tourism field Tourism destination marketing is theintegration of travel providers in order to satisfy the wishes of travel consumers oneach target market segment, towards the sustainable development of the destinationtravel

- From the origin of tourism business: Tourism marketing is an administrative

function of a tourism business All activities of a tourism business must be directed

to the desire of the target market, ensuring that the business market a better and

earlier type of tourism product than a competitors in order to achieve the goal.Travel marketing is the job of everyone in the tourism business, in which themarketing department plays a key role.

- In addition, tourism marketing is also defined: it is the process of analyzingcustomer needs, tourism products and services and modes of supply and support tobring customers to products satisfy their needs, while at the same time to achievethe organization’s goals

+It is an analytical research process:

+The needs of customers

+ Tourism products and services

+ Modes of product supply and support of the organization

+To bring customers to products to:

+ Satisfying the needs of customers

+ Achieve the goal of the organization (profit)

2.2.2 Basic role and function of marketing

2.2.2.1 The role of Marketing in business

Marketing helps businesses improve the level of their brand awareness tocustomers Especially through online marketing tools that are low-cost and moreaccessible than traditional marketing

Marketing helps create customers for the business Through unique productdesign, quality, reasonable prices, strong promotion, marketing not only helps toattract new customers, but also contributes to retain old customers and createcustomer loyalty goods for businesses

Marketing as a means of information about products, services, outstandingpoints of the business to customers Or as a means for businesses to solve businesscrisis situations, helping customers to better understand and have confidence in thebusiness

Good marketing activities help businesses maintain their position in the market.Because when there are a large number of customers supporting, the sales of the

business are increasing, these are the best conditions for businesses to continue todevelop through new product research activities, expanding scale, investment ininfrastructure, to always bring the best quality to customers.

2.2.2.2 The basic function of marketing

Adaptive function

- Implement the adaptive function to help the business to bring out products thatare suitable and suitable for the market Marketing activities always have to be onestep ahead with other activities of the business, in order to identify needs, change ofneeds, changes of environmental factors, then advise administrators products, targetmarkets, technology application in the marketing process, when and the number ofnew product launches

- Marketing must study advanced consumer trends in the world to take theinitiative to bring products to market, persuade customers to consume new products,and contribute to changing consumption habits and spending structure of peoplefollow the trend of being rational, advanced, modern and highly efficient

Distribution function:

- Performing the distribution function is all marketing activities to promote thehighly efficient distribution process, the product arrives at the right place, qualityassurance time

+ Find out and select suitable distribution intermediaries, including wholesalers,retailers, agents

+ Guide customers to sign contracts, customs procedures, delivery procedures

to shorten the distribution process, determine the relationship with customers

+ Selecting the right means of transport: the means of transport must be suitable

to the value of the goods, to ensure the quality of the customer during thetransportation process at the lowest cost in order to reduce transit time and reducecosts shipping the goods to the right time the market needs, high profits

+ Arranging a reasonable warehouse system: rationality of location, safety ofgoods to ensure the quality of the goods in the storage process with the lowestcost and best service …

+ Operate and supervise the entire distribution system, be ready to take timelymeasures, the circulation network is smooth

Consumption function:

+ All marketing activities to promote high efficiency in consumption throughthe establishment of fluctuations in product prices, discount policies and paymentconditions between the seller and the buyer market and time given

+ Tracking the price change of the same type of product, of the replaceableproduct and of the supplementary products in order to choose a reasonable sellingprice

+ Diversify sales methods and payment methods to satisfy different types ofcustomers

+ Determine the appropriate discount, price adjustment and promotion regimes+ Stipulate payment conditions and delivery conditions

Support function:

Choosing the means and methods of information to propagate and support foodproducts and especially the impact on the psychology of customers to change theirdemand, including:

+ Advertising products

+ Promoting sale, stimulating product consumption

+ Public Relationship Building (PR): includes activities to identify and maintaingood quality networks with the public in order to take advantage of the advocacy toimprove the reputation of the business in the market

The above functions, although having different content and roles in the businessactivities of each enterprise, cannot be separated and operated individually Thesefunctions are deployed in a relationship, bound and governing each other Inparticular, the adaptive function always holds the central position, has the role of

linking and coordinating with the functions of distribution, consumption andsupport according to a unified goal to help businesses achieve profits on the basis ofDepartment of satisfaction of customers' needs.

2.2.3 Marketing activities in the travel business

Marketing - mix in travel business

The marketing mix is the process of managing the quality of the market Tomanage the market of an organization should be used in different types of materialstools and product which is called marketing mix “Marketing-mix is thecoordination or arrangement of marketing components to suit the actual businesssituation of each business in order to consolidate the firm's position in themarketplace”

There are many different tools used in marketing-mix, but according to J.McCarthy, who created the 4P model in the 1960s, it is possible to include 4 elementscalled 4P: product, price, place, promotion

2.2.3.1 Products

Products are often understood as goods and services with certain attributes, withspecific tools to satisfy the needs and requirements of customers brand for theirproduct floors, must do packaging to protect, advertise and transport products.Products also need to have external labels to know who makes, where, when, how

to use Companies must perform customer services that are in line with customers'requirements and be efficient enough to compete The manual services,maintenance, warranty, delivery according to customers have important meaning.Each product has a certain life cycle of product introduction, growth, maturity anddecline For each stage, there should be appropriate marketing strategies Whencustomer tastes change due to requirements of competition and new technologiesand techniques appear, companies need to develop new products

2.2.3.2 Price

Price is the amount of money that customers pay to get the product Pricinggoals include increasing sales, market share, maximizing profits, and ensuringcompany survival The price should cover the full costs of making and selling theproduct plus a decent salary The consumer weighs the price against the perceivedvalue of the product If the price surpasses the amount of value, the consumer willnot buy the product.

It can be said that the overall mission of distribution is to deliver the right items, atthe right place, at the right time, at minimal cost

2.2.3.4 Promotion

Promotion is activities including advertising, promotion, offering andpropaganda to provide convincing information with the purpose of stimulatingtarget customers to buy products of the company Interaction between differentpromotional activities requires organized coordination for maximum effectiveness

In promotional activities, it is necessary to clearly define what to say How to say,

when, where and to whom Promotion activities must make customers Know,Understand, Like, Believe and Buy To implement an effective advertisingprogram, it is necessary to clarify the advertising objectives, have a reasonablebudget, with a unique, reliable and convincing advertisement, and choose the rightadvertising medium In order to stimulate consumers to buy more, respond morestrongly and faster to gifts, coupons, lock prices, sample gifts, lotteryparticipation Promotion is most effective when combined with advertising,offering and propaganda The combination of synchronous and coherent marketingformula Marketing Mix is aimed at targeted customers, in order to achieve thehighest efficiency for the company

CHAPTER 3: CASE DESCRIPTION 3.1 General Information about Fiditour Travel Joint Stock Company 3.1.1 Introduction

Company name: Fiditour Travel Joint Stock Company

Meaning of logos: The logo is designed in a modern but equally soft way with

two main color tones (blue and red - these two tones are harmonized in each line tocreate a meaningful unity:

 Name: FIDITOUR - FI: First (First, Pioneer), DI: Discovery (Discovery,

Breakthrough), Fiditour Travel is a travel company that is always a pioneer in

offering unique discovery travel programs as well as travel programs breakthroughsand creativity in tourism service organization activities.

 Colour:

- Green: towards the environment, freshness and peace with the goal of

bringing customers meaningful, enjoyable and safe trips

- Red: shows the dynamism and enthusiasm of Fiditour Travel, which is

constantly exploring and pioneering activities in the field of travel services

The combination of 2 colors blue and red symbolizes yin and yang harmony: tumultuous but peaceful and stable

 Image:

- Earth: Is the image of the world - showing the global scope of Fiditour

Travel with trips here and there, to all five continents The earth combined with thecurve to form the letter Q also means quality, showing that Fiditour's top concern is

to bring high quality products and services to customers Thereby, Fiditour Travelalso wants to emphasize confidence in customer service capacity, willingness tocooperate and connect with all our partners

- Curved line: The sinusoid represents the law of ups and downs but always

evolving This glide also shows the flexibility, flexibility, always meeting all theneeds of customers in a skillful and effective way of Fiditour Travel staff And it isthe persistence and dynamism of this team that is the foundation for all the success

of Fiditour Travel

* Establishment and development history:

Fiditour Travel Joint Stock Company was established on March 25, 1989 withthe initial business of organizing tour programs for foreihn tourist to visit Vietnam.Established and developed (1989 – 2021), Fiditour Travel has constantly grown tobecome one of the top ten travel agencies of Vietnam’s tourism industry

At the same time, the business field is increasingly expanding: domestic andforeign travel business, providing air tickets, hotel booking, transportation services,event organization (MICE), Free & easy, Visa… Fiditour Travel has also built abranch system in Hanoi, Da Nang, Ho Chi Minh City and Can Tho and a network ofagents in many provinces and cities across the country With the motto "Qualitypioneering" along with the policy of diversifying products and ensuring theimplementation of quality commitments, Fiditour Travel has positioned itself in thepublic's mind as the leading travel brand in Vietnam in general and HCMC market

in particular in terms of service quality

* Vision, mission, business philosophy:

- Vision: The leading travel company in terms of quality, customer care and

variety of products and services

- Mission: Setting new standards in tourism.

- Slogan - slogan: Fiditour – constantly innovating

- Business philosophy: Not only relaxing but also giving customers a new

experience and new understanding

- Strategy: Implement the policy of increasing intellectual content in products,

taking the lead in creating new products, developing business in both breadth anddepth, especially in the field of travel, taking efficiency as the highest requirement

*Main business lines of the company:

Domestic and international travel services; Transport brokerage; Passengertransportation business under auto contracts; Currency exchange agents; Touristaccommodation business: hotel; Restaurant and karaoke business; Buying andselling domestically produced alcohol and cigarettes; Air ticket, train, ship ticketagent; Leasing offices, houses, working houses; Advertising services; lip servicereal estate world; Business discotheque and massage (Not doing business at thehead office); Prototyping design; Housing business; Project management ofindustrial and civil works; Real estate consulting services (Except legal services);Study abroad consulting; Vocational training Insurance agent Cargo agent Buyand sell cosmetics Phone comparator Provide information on the internet Service

of receiving and paying foreign currency

With the slogan QUALITY FIRST and 4 quality commitments, it has becomethe guiding principle for all activities of the company:

- Ensure compliance with commitments

- Guaranteed supply of selected products

- Guaranteed reasonable price

- Ensure enthusiastic and attentive service style.

And in 2019, Fiditour Travel celebrates its 30th anniversary with a deeptransition, focusing on the travel business with the official name Fiditour TravelJoint Stock Company, focusing on travel business activities onion At the sametime, still identifying QUALITY as a sustainable competitive advantage of thebusiness with the goal of providing customers with different and unique travelservices, contributing to the quality of life of visitors.

In addition to the fact that the company is an official member of the twoassociations PATA and ASTA, has relationships to send and receive guests withmany famous travel agencies in the world, Fiditour Travel also regularlyparticipates in tourism fairs and exhibitions global essence That helps Fiditour'sbrand to be increasingly affirmed in domestic and foreign markets

* Pathways:

Always striving to maintain its position as one of the leading travel companies

in Vietnam and the region in terms of scale, quality and reputation

With abundant resources, experience and reputation in the field of travelservices, sustainable relationships with major partners around the world, dynamicand professional staff, Fiditour Travel always strives force to bring customers themost valuable tourism products

3.1.2 The Organizational Structure of Fiditor Company Danang Brand

Figure 1: The Organizational Structure of Fiditor Company Danang Brand3.1.3 Sales Tour Department Chart.

Figure 2: Sales Tour Department Chart.

Deputy DirectorHoang Thi Thao

Sales Manager

3.1.4 Duties of Departments.

a) Branch Director:

+ Ms Vo Thi Thanh Nguyen, is the person who directly manages and leads thebranch in Da Nang

+ Being the direct manager of all activities of the branch

b) Deputy Director: To assist the Director in the management and

administration activities of the company as assigned by the Director The DeputyDirector is also the person who takes the initiative and implements the assignedtasks and is responsible to the Director for the effectiveness of those activities

- They help the director and work as assigned by the director They areresponsible to the director and the law for the assigned tasks

- They perform the task of checking and supervising all departments at thedirection of the director

- Preparing the company's programs, operation plans, business structuremanagement plans, cooperation issues and advising the director on all otherimportant issues

c) Sales Manager: The management and development of the sales team

effectively in order to achieve the revenue target

- This is the place that plays an important role in the company's businessactivities, has the function of market research, planning business strategies, makingstrategies and attracting tourists to the company…

- Coordinate with the operating department, conduct the development of travelprograms from content to prices, in accordance with the needs of guests, proactively

in offering new products for the company Organize and conduct tourism marketresearch activities, conduct promotional activities to attract customers to thebusiness

- Searching and expanding potential customers by going to the market orcontacting via network, phone, fax, email, etc to ensure maximum access topotential customers in the tourism market assignment

- Introduce new tourism services that the company is applying such as: travelprograms, air ticket sales, car rental, to agencies, units, new customers, toconvince customers use the company's services

- Collect information related to customers such as address, contactinformation, customer needs,…

d) Accounting Manager: A person who plays an important role when making

financial decisions and directions for businesses This is the person responsible forthe decisions about the use, distribution, formation of monetary funds, effectivemanagement of financial matters

3.1.5 Introducing the marketing department.

Functions and Mission of the department:

Function:

Marketing guides art businesses in detecting customers' needs as well as art ofcustomer satisfaction, business-oriented marketing, and creating proactive posturefor businesses

Marketing is a bridge to help businesses solve relationships well and reconcilethe interests of their businesses with the interests of consumers and the interests ofsociety

Marketing is a powerful tool to help businesses establish their position andreputation in the market

Marketing becomes the "heart" for all activities in the business, other decisionsabout technology, finance, human resources depend on marketing decisions such as:what to manufacture products for? For which market? how to produce? What is thequantity

Mission:

Research market forecast, collect market information to determine marketdemand, target market, new market Determine the market scope for existingproducts and forecast new product demand, product consumption trends, sales, coinresearch Organize the product development program Armstrong products

After having a suitable product model, the enterprise will proceed to develop amarketing strategy for that product model The work includes:

Define the target market: Who are the customers? Their characteristics like?(Geographical location, age, gender, occupation, income, personality, lifestyle )Develop a plan in the strategy: Price, Promotion, Product, Place, Build a long-term sales and profit plan for the business Market segmentation, targeting, brandpositioning

Segmentation helps marketers see opportunities in the market by analyzing the needs of each customer group Since then, offering products of the same type with different uses and different prices

On the contrary, if Marketer chooses the wrong market, the theoretical strategy,

no matter what or how, is difficult to succeed, because Marketer may have chosen amarket that is too big for his ability or the market is too big large businesses are notable to accommodate

New product development: New products are said to be the lifeblood of thecorporate apparatus New products are developed to meet the ever-changing needs

of consumers, keep pace with new technologies and techniques, in line with thefierce competition in the market However, developing new products is quite riskybecause many new products have failed at first launch

Therefore, the Marketing Department with its tasks and functions will bringnew products to the market in a way that is less expensive and indispensable forbusinesses

Develop and execute a strategic Marketing plan The Marketing Departmentwill combine planning to have people oriented, clear strategies not only for thepurpose of getting to know customers, the business lines also to promote theproducts market and the strengths of the Company

Establishing effective systems with limited communication: Informationcommunication is a powerful agency behind database establishment methods,administrative and judicial methods This poses a big problem for businesses,

governmental organizations, and non-governmental organizations, , which are morespecific and direct than PR and Marketing specialists It is necessary to have aninquiry with reporters, as this system will follow through if you are still active in PRMarketing.

Organizational structure of the marketing department.

With professional and professional requirements, Marketing department withorganizational structure shown in figure Marketing department includes a manager

of the guidance department is responsible for arranging, monitoring and handlingproblems arising in the ongoing tourism program A coordinator has the task ofcoordinating and classifying the upcoming travel programs

Figure 3: Organized marketing department

3.2 The Real Situation of Fiditour Travel in recent years.

3.2.1 Product.

Develop tourism products suitable for each type of customer: The company hasimplemented a policy of diversifying products according to the needs of customersand their ability to pay, including short and long programs day

Besides, the company has been developing suitable programs such asorganizing teambuiding exchange programs to connect spirit between members incorporations Experimental learning program for children in the city Organizing atype of tourism combining cultural exchange, or with officials and employees oftentraveling after the Lunar New Year and summer holidays, holidays, the companyalso has integrated travel programs like Quang Binh- Hue - Lang Co- Da Nang- BaNa- Hoi An, Sapa-Lao Cai - Moc Chau, Phu Yen - Quy Nhon

Marketing Manner Coordination

1 Coordination 2 Coordination 3

3.2.2 Price

Types of prices the company is using:

- The company is using the psychological price factor for tourism programs

- The seasonal price factor mainly applies to domestic customers

- For retail customers, the Company has taken advantage to lower the cheapestprice compared to competitors Because this type of customer will have a greatimpact on the price of the purchase decision

- Prices of familiar groups are always preferential Discounts for regularcustomers, large groups

- Discount some tourism stimulus programs

- Offer free rates for large groups of customers, discount commissions

The price offered by the Company is shown through a number of travelprograms:

Table 1: Package price of a tour program of Fiditour Travel

Due to this nature of tourism products, the Company plays a very important role

in connecting and bridging tourists to tourism products And to get to tourismresources, tourists must go through the distribution channels of companies, travelagents Foreseeing this situation, born with the function and mission of being adistribution channel, connecting services and products to best serve all needs oftourists

Fiditour Travel also invests in expanding other forms faster and moreconvenient for customers such as: booking aircraft, booking online tours throughthe company's website system, booking by phone, delivered to the place

Today, due to technology development, travel operators use different tactics toreach potential customers use strategy to meet the specific needs of each customersegment The company has built its own distribution channel to bring customers toproducts quickly

For different customers the company has used different distribution orders

- For tourists traveling in groups, mainly the company receiving directly andwith Vietnamese tourists traveling abroad, the company also applies the form ofdirect distribution due to the low demand, often concentrated in cities as large as DaNang and surrounding areas and this form of distribution is shown in the followingdiagram:

Figure 4: Direct distribution channel map

3.2.4 Promotion

When it first hit the market, the Fiditour Travel used a push and pull strategy

to generate customers Then, through several marketing middlemen, Fiditour tries topromote tours to the end consumer In particular, promotions and advertising are themost effective tools that companies often use

Advertising: The company mainly uses the form of advertising such as writing

articles on websites such as vnexpress, vietnamtraveltour, or the Fiditourhomepage In addition, the company also makes leaflets and participates in someevents of the travel association

Sale promotion:

-The company's promotions are mainly aimed at price policy at appropriatetimes of the year For example: holidays, New Year, fairs, events A special

feature of the company is that product prices on these occasions are not only notmuch different from normal days but also provide additional services Therefore,this has made a difference for the company and competes with the tour operatorsthat often raise prices during the Tet holiday In addition to product discounts,Fiditour Travel also offers other promotions for members to retain old customersand develop new customers.

- For promotional policies when customers join the tour with Fiditour Travel,there are also a number of hats, t-shirts, pens, backpacks, travel bags depending

on the tour form

Direct sales: The company sells directly at the representative office or calls

customers The company's sales staff are mostly experienced people, so it is easy toadvise customers

Direct marketing: Most companies send emails or phone calls to loyal

customers when there are incentive programs

CHAPTER 4 ANALYSIS AND EVALUATION 4.1 Analysis business situation of Fiditour Travel from 2018 to 2020

Table 2: Revenue growth(Calculation Unit: Million dong).

Chart 1: Business results from 2018-2020

*Analysis of the company's business results for the period 2018-2020

- Through the above data table, we can see that the development of thecompany recently has quite a lot of changes In 2018 and 2019, the company'srevenue achieved a high level, increasing by more than 10%, some very impressive

To get this number, Fiditour Travel has successfully applied policies and marketing

in line with the market economy