(Luận văn đại học thương mại) repair and maintenance of motorcycles at home at MINH DUC ltd

TABLE OF FIGURESFigure 1: The structure of the Organization...4 Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about 7 years...5 Figure 4 Customer rational analysis

INTERSHIP REPORT

ON ROLES OF MARKETING STAFF

IN RESEARCH A NEW SERVICE

“Repair and maintenance of motorcycles at home”

JEAN MOULIN LYON 3 UNIVERSITY

THUONG MAI UNIVERSITY

Prepared By

NGUYEN THI THUC UYEN

TABLE OF FIGURES 3

SEGMENT I: BACKGROUND OF MINHDUC LTD 4

1 Introduction to the practice unit 4

1.1 General information 4

1.2 Organizational structure 4

2 Analysis of the company's business environment 5

2.1 Macro Market 5

2.2 Competitors 6

2.3 Market segmentation 6

2.4 Target customers 6

2.5 The business strategy of the company 6

3.SWOT 7

SEGMENT II: MY ACTIVITIES DURING THE INTERNSHIP 10

1 Brainstorming: 11

2 Customer Satisfaction Survey 11

3 Discussion group to analyze problems 11

4 Monitor and keep abreast of work (Follow-up): 12

5 Presentations to everyone 12

6 Write a report 12

SEGMENT III: MY PROJECT IN INTERNSHIP 13

3.1 Overview of project 13

3.2 Results 15

SEGMENT IV : THINGS LEARNED IN THIS INTERNSHIP 25

CONCLUSION 28

APPENDIX 1 29

REFERENCE 32

TABLE OF FIGURES

Figure 1: The structure of the Organization 4

Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about 7 years 5

Figure 4 Customer rational analysis of competitors with Minh Duc 17

Figure 5 Analysis of the reasons customers love to use services from companies opponents 18

Figure 6 : The extent known to the company Minh Duc 19

Figure 7 : Intervals customers want to use the service 20

Figure 8 : The desire of customers for payments 20

Figure 9 :The expected assessment of the quality of customer service 21

Figure 10: Rating afraid expectations workflow from client 21

Figure 11:Rating afraid expectations about utility customer service 23

SEGMENT I: BACKGROUND OF MINHDUC LTD

1 Introduction to the practice unit

1.1 General information

• TRADE LIMITED COMPANY AND SERVICE MINH DUC

• Address: No 309 , Zone 10, Gia Cam Ward , Viet Tri City, Phu Tho provine

BusinessDepartment

Technicalroom –Maintenance

FinancialAccountingHuman

Resorce

Source: Administrative Organization of the company

2 Analysis of the company's business environment

Figure 2: Consumption of motorcycles in motorcycle market in Vietnam about 7 years

The total purchasing power unexpected increase in 2016 and 2017 shows that the concept of saturation has not yet fit to speak of Vietnam's motorcycle market In Vietnam, 90% of people still use motorcycles to get around, plus tax should remain high oto motorcycle market in Vietnam is still a lot of potential, comes as the repair services

The current competitors that companies rated highest as follows:

o VIET VUONG joint stock company

o NAM CUONG commercial company, Ltd

o HUNG CUONG co., Ltd

o QUANG PHUONG Co., Ltd

2.3 Market segmentation

Companies focus on the mass market, rural areas, the new people working or dire financial straits, with affordability to purchase a vehicle for 20-30 million In this market segment, the userneeds to seek benefits from the motorcycle product has high strength, secure, multi-functional

Repair services, companies oriented segment motorcycle repair home

- Diversification of products : customers not only seek to benefit from the product’s bike

is not just a mean traffic , but also a property anonymous fashion of young people so thecompany will sell a variety of products with color , styling

- Add new and changed models regularly

 Pricing strategy-Pricing is usually applied in brackets manufacture, but the company has adopted a policy

of discounting , 2-5% lower prices for customers

- For repair services , maintenance will have preferential rates for car buy at dealer

 Distribution strategy

- Distribution at the company’s showroom

 Promotion sale

- The company organizing promotion from time to time , holidays , big events

- Advertising thought flyers, hanging banners in areas passers

- Gift, Promotional customers

- Funding cultural events in the region , organized the charity program…

3.SWOT

Strengths (S)

S1 -The company provides products and services at competitive prices, forms of promotion and higher discount competitors S2 - thoughtful after-sales service, dedicated

to customers target

Weaknesses (W)

W1- budget for the marketing department is limited (0.1% of revenues), inhibit direct marketing activities

W2- Photos companies are in the process of positioning so influential to the market low

S3 - Backed easily sales promotion from manufacturers

S5 - Workflow accordance with Japanese standards

W3 - bearing with PR team to make the online marketing campaign on

W4 - bearing fully exploit the rest of the marketing tools such as: email marketing, social marketing,

O4- the growth potential of services

Challenge (T)

T1- Competition from other agents T2- costs of providing value-added services T4- time service delivery was slow due to limited manpower

S-O

S1-S4-O1-O2:

Using thorough competitive advantage on price in order to maintain and expand the retail market using direct marketing tools

While enhancing the use of direct marketing tools to capture new demands of current customers (loyalty) and new customers

W-O

O1-W1-W2-W4:

Take advantage of opportunities on the need

to use the internet to use the tools of direct marketing to build company image

O2-O3-W2: Combine demand increasing every customer location is ideally located to position the market for the brand

S2-O1: Maintaining and developing relationships with target customers, later they would be the ones to bring success to the company, especially as the demand for motorcycle repair at home are increasingly expanding and developing at high speed

S3-O1: Leverage funding of mother producers

to harness the support policy

S-T

S1-T2-T3-T4: Use strategic price competition

to retain and attract customers, whacked tend

to prefer low cost customer S3-T2-T3-T4: Exploitation of marketing tools

to branding Ming Duc to compete with the rise of competitors, and consumers see the benefits of new services

S5-T2-T3: Using the capabilities of the company's professionalism, caring to exploit customers

W-T

W1-W3-T2-T3: To strengthen and improve the internal resources to better implement marketing activities to build brand to competewith rivals

T2-T3-W4: Using some extra marketing tools

to attract customers from rivals

SEGMENT II: MY ACTIVITIES DURING THE INTERNSHIP

 The job at a glance

The work that I was assigned at the Minh Duc Co., Ltd is positioned to market research staff

in the marketing department of the company In this year, the company Minh Duc will expandthe service as “ service maintenance and repair of motorcycles at home” to customers Currentlythe company has developed but has not focused on marketing the service

In the opinion of the leaders, this is a unique service , which few companies rival operator oroperators are not successful Leaders anticipate that this service will help companies growrevenue by 20% each year , 80% of the market operators in the region

And the marketing division assigned the faculty supposed to know the market , job analysis ,surveys of customer satisfaction and to provide unified solution for service policies, pricescustomers can accept

In this part, all team members must almost the whole week , a lot of work to do fromplanning to implementation Like other members of the group , I also have to participate in work

as an HR official Outside official working time 5 days/ week In the holidays , I have to work athome

I was training at the company has been supplying the necessary equipment such as computer,catalogs , company profile and sometimes I was attending some workshops and special programs

This section includes all the responsibilities and detailed description of the work I havedone during my internship

We have to plan to unify the survey questions to perform sampling from customers

2 Customer Satisfaction Survey

Make customer satisfaction is one of the most important goals of the campaign As a collaborator of the market research marketing department, one of my responsibilities is the core ensure customer satisfaction surveys through them

Summary of initial customer requirements that we have to be exchanged will be presented to the head, then I have to summarize

This challenging task Customer survey work is quite strenuous and tiring, going back many, sometimes customers do not cooperate or cooperate through the speakers was really difficult for

me But thanks to the enthusiastic guide colleagues and the efforts I have overcome

3 Discussion group to analyze problems

In the marketing department of Minh Duc, people have to work in groups The work group isreally very important to cooperate, communicate regularly will help every individual to easily share information and update project progress This not only helped me develop the ability to do his job, but at the same time give me a new perspective

Cooperation working group helped me to accelerate the project and reduce conflicts at work

An individual will often result in some difficulty to make the right decisions during the project implementation, as most important decisions require professional input from several individuals

in the project Communicating regularly will help the agency save lots of time and speeding up work

4 Monitor and keep abreast of work (Follow-up):

Monitor and keep abreast of work regularly with the team is a difficult task not least, all the work I do to adhere to people to avoid being behind schedule, deviations from the original idea Again, I find it difficult for everyone in the team worked very efficiently and

accurately However colleagues help me a lot so I was overcome

5 Presentations to everyone

Presentation is one of the skills most important task for anyone, this work helps each team member presents individual ideas for people to contribute and help team members understand each other better

This task is not simple because the first time presented me feel very frightened, said no fluency and say exactly what I think, however, from the 2nd through good preparation at home I was brave and smoother

6 Write a report

After all is part of reporting to provide results and recommendations to the company board

on the work he had done

SEGMENT III: MY PROJECT IN INTERNSHIP

3.1 Overview of project

 Purpose of the subject

The Primary objective of this report is to understand the roles of marketing over theresearching from the customer point of view to find out how marketing analysis is helpingimproved service

 Range

- In terms of geographical space : The limited subject of research activities of the companylimited Minh Duc in Phu Tho market

- Regarding time : from 01/03/2018 to 25/05/2018

- Episode guests Stock : The families have used motorcycle in a radius of 1 km from thecompany

 Research Methodology

- Methodology Methodology refers to the comprehensive action of research in my practice report To achieve these results, several methods are used This section will clarify the methods I have used

to implement this project

- Specific methods

1 Qualitative analysis Collect information from companies on issues related to the service "repair and maintenance

of motorcycles in the" learn the objective assessment of members were interviewed to find out

2 Questionnaire Collecting information from customers about products and services, pricing, distribution, promotion, people, process services, and facilities of the company can meet the needs of

customers? the level of customer satisfaction on how 7P to companies seeking to overcome

 Data collection and use

- Sources of data collection secondary:

+ Source internal data of the company: Includes reports business activity of the company, the balance sheet accounting, personnel structure, distribution network and plans and development objectives of the company in the future

Website company Limited Minh Duc + external data sources: includes statistics state bodies on the economy, society the Journal media, essays and publications on marketing

- Methods of collecting primary data:

- Primary data :

Methods : Survey

Research Tools : Construction questionnaire

Number of researchers : 25 votes

Subjects were interviewed: Chosen by the method of Accidental

Implementation methods: Direct contact in the form of individual interviews

The primary data, secondary after collection is analyzed , processed by means of tables ,graphs, statistics, describes using MS Excel 2010 and compared between years together to findthe possibility exists for service deployment “ repair and maintenance of motorcycles in thecompany”

Purpose : To assess and synthesize the results obtained from the research methods Giventhe results in the detail and most obvious business activity of the service “ repair andmaintenance of motorcycles at home” and the results of marketing activities in the enterprise

3.2 Results

For this research project, I chose the model is 125 samples from the set of the company's customers In this study, the sample is all customers who have been buying at the company The data is retrieved from the database of the company's customers, and the customer address

information is found through the Bill We pick out 125 clients are the closest home address Data analysis is the process of applying the measurement and reasonable to describe the solidify, and summarizes and reviews the information that has been collected This is one of the important elements of the study

We have tried to collect both quantitative data and qualitative data Due to limited time,

MS Excel is used to collect and analyze data This software can calculate and create charts, simultaneously edit very fast so it's very convenient for analyzing data

Based on information from the analysis results data set collected we draw are as follows:

Question 1: review perception names Investment Company Limited Minh Duc customers Figure 3: Reviews the perception names private limited company customer Minh Duc

YES

NO

Don't care

Rate (%)

Yes No Don't care

Market activities of the company focused on the market and the district, Phu Tho province, neighboring communes For customers that the company is customer oriented individuals

According to the survey, 45% customer service unknown to the company and 10% are notinterested Although customers had used the service, but the company brand is not stored in their minds Currently where they just called it but the name Minh Duc not locate a brand of

motorcycle repair This shows that companies need to redefine your target market to businesses with better growth

Question 2: When analyzing the results of the competition of Minh Duc, the result obtained after

Figure 4 Customer rational analysis of competitors with Minh Duc

Minh Đức; 28

Hùng Cường; 20 Nam Cường; 20

Of the customers interviewed, 28% of customers who use the services of the Minh Duc, companies Hung Cuong and Nam Cuong along with 20% of customers use the service, companies Quang Phuong and Viet Vuong along with 12% of customers using the service, 8% ofcustomers use the services of other companies The figures show the level of competition in the market repair services of motorcycles is very fierce Which with strong financial strength and market coverage is relatively broad and Nam Cuong and Hung Cuong is strongest for Minh Duc Consideration to this aspect, the company needs to plan a rational allocation of resources to improve the competitiveness

Question 3: The customer asked why use competitive services without Minh Duc, the obtainedresults after