(Luận văn đại học thương mại) internship report online marketing for hoangviettravel

Finally, I would also like to thank all the staffs of Marketing and Sales Department of Hoang Viet Travel Company for helping me in the implementation of this report.. My internship repo

MARKETING MANAGEMENT PROFESSIONAL IN SALES AND MARKETING

COURSE: 2015-2018

Nguyen Duy Hung - Marketing 9

INTERNSHIP REPORT

“Online Marketing for HoangVietTravel.”

Working period from March 3 2018 to May 24 2018

Tutor in University

MR NGUYEN HOANG

MR LA TIEN DUNG Prof CORINNE MONTOYA

Tutor in Company

MRS CAO HOAI HUONG

HA NOI - 2018

Ms Cao Hoai Huong- Manager of Marketing Department at Hoang Viet Travel Company and she is also my instructor.

Prof Corinne Montoya - Jean Moulin Lyon 3 University.

Mr Tien- Advisor for my report

Mr Nguyen Hoang- Instructor for my report Under their guidance I could write and complete the report successfully.

Finally, I would also like to thank all the staffs of Marketing and Sales Department of Hoang Viet Travel Company for helping me in the implementation of this report.

With limited time, knowledge and experience, the report will inevitably make mistakes I would like to receive valuable comments from teachers so that I can improve

my knowledge.

I would like to sincerely thank you !

My internship report was named "Online marketing for HoangVietTravel", my report aims to contribute some ideas about building online marketing for Hoang Viet Travel Company The internship report will be divided into 3 chapters In the first chapter, I will introduce briefly about Hoang Viet Travel Joint Stock Company In the next chapter, I will describe in detail the work that I have done during my internship In the final chapter, I evaluated the results of the internship and the experience that I have learned from internship period.

TABLE OF CONTENTS

ACKNOWLEDGEMENT 1

SUMMARY 2

TABLE OF CONTENTS 3

CHAPTER I: INTRODUCTION ABOUT HOANG VIET TRAVEL COMPANY 4

1.1 Company background: 4

1.2 Business activities of Hoang Viet Travel Company: 5

1.3 Some branches of Hoang Viet Travel Company: 6

1.4 The objective, quality and price of Hoang Viet Travel Company: 7

1.4.1 Objectives: 7

1.4.2: Quality and Price: 7

1.4.3: Company strategy in the future: 7

1.5: Outstanding achievements of Hoang Viet Travel Company: 7

CHAPTER II: DETAILED DESCRIPTION OF THE INTERSHIP RESPONSIBILITIES 9

2.1 The expectations during internship period: 9

2.2: Analysis of tourism market in Vietnam: 9

2.2.1: Macro environment: 9

2.2.2: Micro-environment: 12

2.3: SWOT analysis: 15

2.4: Marketing mix of the Hoang Viet Travel: 17

2.5 Description of the tasks given during the period of internship: 19

2.5.1 Market Segmentation: 19

2.5.2 Target customers: 20

2.5.3 Stimulate consumption to boost sales: 20

2.5.4 Search for posts and comments of customer about travel destinations: 23

2.5.5 Build the post ads on google to promote brand of the company 25

2.5.6 Build a good relationships with agents that supply the source of customers to the company 26

CHAPTER III: RESULTS ACHIEVED DURING THE INTERNSHIP 29

CONCLUSION 31

REFERENCES 32

CHAPTER I: INTRODUCTION ABOUT HOANG VIET

TRAVEL COMPANY

1.1 Company background:

The company has full name is: Hoang Viet Investment - Transport - Tourism Joint Stock Company The company was established in 2005 and inherited the nationwide distribution system all over the country.

Hoang Viet Travel is also a prestigious company in the design, organization of special programs required by customers from all over the world, such as: Asia, Europe, America, etc.

Business Name: Hoang Viet Travel., JSC Address: No 93 , Hong Ha Street, Ba Dinh District, Hanoi Phone number: (024) 37633222 - 38372626

Date of establishment: 1/2005 Business Code: 0101594871 E-mail: tour@dulichvietnam.com.vn

Website: https://tour.dulichvietnam.com.vn

Director: Mr Vu Quyet Thang

1.2 Business activities of Hoang Viet Travel Company:

1 Type of business:

Hoang Viet Travel is a travel company The company is one of the best travel companies in the field of organizing and providing tours The main tour programs of Hoang Viet Travel are mainly domestic tours and foreign tours.

Foreign travel Department of Hoang Viet Travel Company was established in October

2005 The Foreign Travel Department is responsible for organizing tours for both individuals and organizations with the best quality and reasonable price.

2 Mission of the company:

- Hoang Viet Travel Company operates in the field of travel, so their mission is customer service and bringing convenience to customers (save time and money …) Besides, they also want to bring the best quality for everyone With the message "Do not provide cheap and poor quality services to customers", Hoang Viet Travel always provide customers with the best products.

- Hoang Viet Travel Company always strives to maintain its position as one of the best tourism companies in Vietnam and the region in terms of price, quality and prestige

- The company has a lot of valuable resources, such as: strong finance situation,

3 Revenue and human resources of the company:

- Revenue: The Company was founded by the investment cooperation of prestigious brands in the tourism industry We are one of the best travel companies in Vietnam with average annual revenues of company in 2014-2015 is 300 billion VND.

- Human resources: Company has valuable and dynamic human resources The staff

of the company has been trained very professionally and enthusiastically with customers.

The number of staffs in 2016 is more than 250 people.

- Departments of the company

 Organization chart of Hoang Viet Travel Company:

- On the other hand, Hoang Viet Travel Company includes many different departments such as: Reception Department, Accounting-Finance Department, Sales Department, Tour Operator Department, Marketing Department, Domestic Tourism Department, Foreign Tourism Department

1.3 Some branches of Hoang Viet Travel Company:

The company has a distribution network all over the country, such as: Hanoi, Hai Phong, Da Nang, Ho Chi Minh and a lot of representative offices in many countries.

Accordingly, the company wants to promote the image of tourism in Vietnam to different countries.

Ha Noi:

93 Hong Ha Street, Ba Dinh District, Ha Noi (Tel: 37633222)

94 Tran Vi Street, Cau Giay District, Ha Noi (Tel: 37165656) Hai Phong:

22 Ly Tu Trong Street, Hong Bang District, Hai Phong

Ho Chi Minh City:

9 Phan Ke Binh Street, 1 District, HCMC (Tel: 39117050)

Da Nang:

MARKETING DEPARTMENT

TOUR OPERATORS

ACCOUNTING DEPARTMENT

SELLING DEPARTMENTĐIỀU HÀNH TOUR

VICE DIRECTOR

VICE DIRECTOR

DIRECTOR

76 Bach Dang Street, Hai Chau District, Da Nang

1.4 The objective, quality and price of Hoang Viet Travel Company:

1.4.2: Quality and Price:

Hoang Viet Travel Company always strives to have the most competitive prices for the highest quality and professional services The company has close relationships with airlines, shipping company, car travel suppliers so the company can always prepare in transport The company has also signed a lot of contracts with hotels, resorts and other support services with special preferential price The following factors have created a special advantage in terms of price and quality of our tours, such as: the staffs are honest, experienced and knowledgeable; along with the policy always putting PRESTIGE on top.

1.4.3: Company strategy in the future:

The company will continue to invest and expand both domestic and foreign tourism, looking for prominent locations to improve new tours for customers.

For foreign tours, the company has been trying to co-operate with a number of branded travel companies in the country In addition, the company is going to open more branches in some countries to be able to add a lot of tour programs that are suitable for customer’s demand.

For domestic tours, the company has been expanding its customer network, trying to open a number of branches in many provinces to meet the needs of visitors.

The company should focus on diversifying tour programs, building a brand with solid foundation in the hearts of consumers

1.5: Outstanding achievements of Hoang Viet Travel Company:

- Top Brands 2014.

- High quality products and services.

- Top 100 reliable suppliers in Vietnam.

…

CHAPTER II: DETAILED DESCRIPTION

OF THE INTERSHIP RESPONSIBILITIES

2.1 The expectations during internship period:

- Study and work in a professional environment in the field of Marketing through online marketing at the company

- Practice skills and learn from my colleagues in the Marketing department as well as in the company

- Experienced in a practical environment and apply effectively the knowledge into the work.

- Expand the relationship with customer, coworkers…; access to the field of Marketing in real life.

I chose Marketing Department when I had an internship period at Hoang Viet Travel Company, because of the following reasons:

 First of all, this is the Department where I can apply the knowledge I have learned

in my university It can be a place where I could develop my strengths and be able to work with my major.

 Second, this is an good environment that I can accumulate more about the

experience during my internship period.

 Third, the marketing department is a high-promoted department It also gave me

opportunities to experience, communicate with customers as well as experience employees

in the Marketing Department

 Finally, when doing the marketing and especially doing online marketing, I could

be creative and had good opportunities in a professional environment.

2.2: Analysis of tourism market in Vietnam:

2.2.1: Macro environment:

1 Economy:

In Vietnam, Rate of economic growth in 2016 slowed to 6.21%, lower than the rate of economic growth in 2015 – 6.68% The reason is that the mining industry (crude oil, coal), which is the strong contribution to economic growth of Vietnam, sharply dropped to 5.90% Agriculture industry grew at a slower rate of 1.36% (the lowest level since 2011) due to bad weather conditions and environmental pollution.

Gross Domestic Product (GDP) of Vietnam in 2017 is estimated to grow about 6.7%.

However, international organizations said that Vietnam is a bright spot for economic growth

in the world, but they forecasted that rate of growth would be around 6% (IMF) to 6, 3%

(WB, ADB) In opinion of LPB Research, rate of economic growth in 2017 would continue todecline from 2015, but it would be better in 2016 with a growth rate about 6.3 - 6.5%

Tourism industry is also growing year by year According to this report, rate of tourism growth in the period of 2006-2010 is 35%, in the period of 2010-2014 reached 45% It is forecasted that growth will be around 57% from 2015-2019, because tourism is indispensable for people to relax and rest.

Nielsen's survey of consumer confidence in the third quarter of 2017 showed that about two in five Vietnamese said they were willing to spend on tourism after paying for essential living expenses This rate is 44%, and it is higher than the rate in the second quarter of 2017 (6%)

2: Natural environment:

The natural environment of each country is different and it also affects to the development of tourism The countries that are famous for landscapes, geographical conditions and good weather, will be the ideal destination for visitors The Company need pay more attention to launch these tours with ideal locations and suitable for customers.

3: Politic:

The State has a lot of policies for the tourism industry such as Article 6 - the Law on Tourism and policies on protecting and conserving natural resources tourism In addition, there is a policy on developing infrastructure, creating favorable conditions for the tourism industry The Government should also extends the visa period from one to five years and the duration of stay from 15 to 30 days for citizens of the United Kingdom, France, Germany and Spain…

0 2 4 6 8 10 12

People over fourty age People have age from thirty

to fourty People have age under twenty-five

2.2.2: Micro-environment:

When launching a marketing plan, the leader of the Marketing Department must combine closely with the other departments in the company, such as: sales department, tour operator, finance and accounting department, etc.

+ Tour operators and sales departments would offer tours, which need to accelerate sales In addition, they will highlight special tours to approach customers.

+ Financial and Accounting Department: They will always focus on the sources of capital and the use of funds to implement the marketing plan In addition, the Accounting and Finance Department also keep track revenue and expenditure data to support Marketing Department achieve the implementation of the objectives.

The activities of other departments will affect to the company’s operation and the implementation of the plan.

1 Supply:

With the large number of companies competing with Hoang Viet Travel, it is difficult

to list the sources as well as the companies that want to combine with Hoang Viet Travel.

However, some companies also want to combine with Hoang Viet Travel because it is beneficial to both parties, they will also sell their products Plus, the source customers of the company are agents or travel companies that want to associate with Hoang Viet Travel.

2015 2016 2017 0

10 20 30 40 50 60

Customer contact with the company

Agency Cooperate with other company

2 Customer:

The main source customer of the company is people living in Hanoi Besides, customers are also very diverse from many different regions, mainly the elderly, officer, worker, etc.

According to the figures collected, here is the customer structure of Hoang Viet Travel Company:

+ 70% - Whose income from 10 million to 15 million VND/month (Most of them will buy the foreign tours, such as: Korea, Japan, Taiwan ) + 20% - Whose income from 4 million to 8 million VND/month

(The number of tourists buying domestic tours will be higher than the number of tourists buying foreign tours)

+ 10% - Whose income from 2 million to 4 million VND/month (Most of them will buy the domestic tours)

Chart 1: Percentage Customer Structure of Hoang Viet Travel Company

- Vietravel: The Company was established in 1995 and it had many outstanding achievements in the tourism industry Vietravel has opened a lot of offices and branches in many cities and provinces.

- Hanoitourist: As a tourism company with strong brands, multi-industry operation, Hanoitourist has high competitiveness and effective international economic integration.

3 Opportunity:

The number of Internet users in the developed countries is very high, especially among young people Therefore, Hoang Viet Travel Company can take advantage of the online marketing to find a large number of customers.

According to a report by a tourism expert, the number of people who want to travel abroad is increasing, especially in countries such as Korea, Japan and Singapore This is a great opportunity for Hoang Viet Travel Company to attract customers from these large markets and made a great profit.

4 Challenge:

A lot of competitors with strong financial strength such as: Viettravel, Hanoitourist, Saigontourist, Vietrantour, etc this has put a lot of pressure on the company, so the company needs a new long-term strategy to increase the competitiveness.

Nowadays, the tourism industry is growing with huge profits Therefore, potential competitors can enter the market when they see the potential growth of this market This

is a challenge for Hoang Viet Travel.

- Develop preferential policies with agents

WO

- Focus on both markets (domestic & foreign).

- Develop a strategy to expand distribution to meet demand.

Hoang Viet Travel Company is one of the famous companies in Vietnam with many tours that are carefully researched from various factors such as: target market, demand and taste of customers.

The characteristic of the travel product is easy to imitate and difficult to make a difference Hoang Viet Travel has been focusing on the quality in each product It is key factor to improve the company’s brand, which attracted customers.

 Price:

Price is an important part of Marketing-Mix, the only factor that generates revenue for the company It also greatly influences the purchase decision and customer choice The company concerned about how to satisfy the customer's needs with the product, service quality, value.

Customers will be convinced by the price, which offered by the difference Hoang Viet Travel Company also makes a difference in their products (professional, value added, product quality).