Internship report at Lam ceramic company limited

Marketing activities of Ceramic Lam Enterprise---5 1.2.2 Evaluation of marketing activities of Lam Ceramic Enterprise---9 PART 2: INTERNSHIP PROCESS IN LAM CERAMIC COMPANY LIMITED ---11

THUONGMAI UNIVERSITY ENGLISH FACULTY

In the current trend of international economic integration, the expansion andgradual adaptation of enterprises to domestic and foreign markets are objectiveinevitable trend This will pose many opportunities and challenges for businesses andfor the whole economy Therefore, businesses have formed a dedicated sector to avoidfalling behind the global integration trend, which is the Marketing department Hence,enterprises always focus strongly on their marketing activities’development

Integrating with the trend, Lam Pottery Enterprise has been established with theaim of bringing cultural products to all parts of the country as well as to theinternational market By striving for economic development through worldwide tradeand diplomatic relations, Lam Pottery always prioritizes and focuses on marketing,and English is an indispensable tool in that process English is no longer a "plus"factor but a criterion of primary concern, playing an increasingly important role in thesuccess of this ceramic firm

Understanding that close connection and the urgency of applying English inbusiness, I am fortunate to have the opportunity to put my knowledge into practice.After nearly 1 month of experience at Lam Ceramic, thanks to the board of Directorsand the Marketing department, I have been able to research specific situations toconstruct this report

Once again, I would like to sincerely thank the teachers of the English Faculty ofThuongmai University as well as the staff of Lam Pottery for supporting me tocomplete this report However, due to the limited actual working time as well as mydiminished knowledge, the report is not immune to errors For that reason, I amwilling to receive suggestions and opinions from teachers to make my report perfect

Hanoi, January 15th, 2023

Student

Trang Nguyen Thu Trang

TABLE OF CONTENTS

INTRODUCTION -i

LIST OF TABLES, DIAGRAMS, PICTURES -iii

LIST OF ABBREVIATIONS -iv

PART 1: OVERVIEW OF LAM CERAMIC COMPANY LIMITED -1

1.1 General information about Lam Ceramic Company Limited -1

1.1.1.Information -1

1.1.2.Establishment and development -1

1.1.3.Mission – Vision -2

1.1.4 Company’s organizational structure -2

1.2 Information about the Internship Department. -5

1.2.1 Marketing activities of Ceramic Lam Enterprise -5

1.2.2 Evaluation of marketing activities of Lam Ceramic Enterprise -9

PART 2: INTERNSHIP PROCESS IN LAM CERAMIC COMPANY LIMITED -11

2.1 Details of actual works assigned during the internship period -11

2.1.1 Assigned work -11

2.1.2 Details of main work performed -12

2.2 The difficulties and learned lessons during the internship -13

2.2.1 Difficulties -13

2.2.2 Personal experiences and learned lessons -15

PART 3: THE REAL SITUATION OF USING ENGLISH AT LAM CERAMIC COMPANY LIMITED -17

3.1 Describe the real situation of using English at Lam Ceramic Compay Limited -17

3.2 Suggesting solutions to the problems of using English in Lam Ceramic -18

PART 4: SUGGESTED THESIS TOPIC -19

CONCLUSION -20

LIST OF TABLES, DIAGRAMS, PICTURES

No Tables, diagrams, pictures Page

1 Picture 1 Lam Ceramic's official Facebook fanpage 6

2 Picture 2 Media publication of the program "Khai Xuan Nhu Y” 10

3 Picture 3 Rank Lam Ceramic's visibility by keywords on Google 10

6 Chart 1 Lam Ceramic’s organizational structure 12

LIST OF ABBREVIATIONS

No Abbreviations English Meaning Vietnamese Meaning

1 CEO Chief Executive Officer Giám đốc điều hành

2 HR Staff Human Resources Staff Nhân viên quản trị nhân lực

hạn

PART 1: OVERVIEW OF LAM CERAMIC COMPANY

LIMITED

1.1.General information about Lam Ceramic Company Limited

1.1.1 Information

- Company name: Lam Ceramic Company Limited

- Address: 46/232 Tran Dien, Dinh Cong, Hoang Mai, Hanoi

1.1.2 Establishment and development

Lam Ceramic Limited Liability Company, which is known as Lam Pottery, wasestablished in 2016, stemming from the passion of Vietnamese people to bring thequintessence of the homeland to all parts of the country as well as to the internationalmarket For that reason, Ms Lam Thu Huyen (CEO), together with her fortifications,came up with the decision to establish Lam Ceramic Co., Ltd

After 7 years of establishment and development, the company's products havebeen widely sold through e-commerce platforms and showrooms in Hanoi Inparticular, with the trust of the Ministry of Foreign Affairs of Vietnam, on 27/02Ceramic Lam was honored to be selected as the visiting unit of Brunei CommerceMinister, Lim Jock Seng after the ending of the First Meeting of the Vietnam - BruneiBilateral Cooperation Committee at the Government guest house Therefore, despitearising from "empty hands", Lam Pottery is always proud to be the manufacturer andsupplier of high-quality Bat Trang ceramics to Vietnamese consumers andinternational ones

1.1.3 Mission – Vision

- Mission: Lam Pottery always carries with it the mission of developing and

preserving the beauty of the country's traditional culture as well as bringing perfectproducts to domestic and international customers At the same time, it always upholdsthe motto "A pottery market day is not equal to 30 minutes visiting Ceramic Lam" andexcellently implements 5 motifs: Top Beautiful porcelain top 1 – Generating largeorders – Completing products as fast as possible – Quality as desired – The best price

in the market The company will continuously creates new values, new unique goodswithout losing the traditional beauty, all because of the vision to become a leadingcompany in preserving and replicating the value of Vietnamese traditional products tothe international market, contributing to the development of the domestic economy aswell as that of the world

- Vision: In the next 5 years, Lam Ceramic is aiming to connect 20 million

domestic and international customers and become a favorite brand of Vietnameseconsumers

1.1.4 Company’s organizational structure

Chart 1 Lam Ceramic’s organizational structure

(Source: Administration – Accouting Department)

CEO

Marketing

Department

Business Department

Warehouse – Logistics Department

Customer Service Department

Administration – Accouting Department

E – CommerceSales

Lam Pottery Company is operated according to a functional organizationalstructure, that is, the company is divided into departments based on their functions.Specifically, there are 4 main departments including Marketing Department, BusinessDepartment, Warehouse – Logistics Department, Customer Service Department andAdministration – Accounting Department Each of these is guaranteed and operated bythe head functional manager and the employees grouped according to their roles.

Roles and functions of each department in the company:

 Marketing Department:

- In charge of marketing while managing activities such as targeting, customersegmentation, research, market forecasting and brand positioning, then setting outplans or marketing strategies and advertising ceramic products in the media to conveyproduct information, attract potential customers, promote customer buying behaviorand improve sales efficiency

- Participating in researching market trends, consuming trends of domestic andforeign customers in order to develop ceramic products as well as draw assessments,conclusions and promptly come up with appropriate marketing strategies for products,meeting the needs of customers as well as the market

- Helping build good relations with domestic and foreign press and media

 Business Department:

In charge of directly approaching customers as well as introducing andpromoting ceramic products to customers The Business Department is divided into 2sectors: Sales unit (specializing in sales on social media channels: Facebook, Zalo,Tiktok and Website) and E-commerce unit (specializing in sales on e-commerceplatforms including: Shopee, Lazada, Tiki)

- Sales unit:

 Developing strategic plans to reach and exploit potential customers

 Organizing and carrying out business activities such as: consulting, answeringquestions about parameters related to products

 Announcing costs and payment methods, shipping units and creating ordersfor customers when they want to transact

 Taking care of the problems arising with the post-sale order such as: return,refund, ect

- E-commerce unit:

 Tracking number of visits and purchases as well as customer feedbacks onproducts and services to be able to change products and strategies, thereby handlingproblems arising from customers when buying through e-commerce platforms

 Updating daily news and reports to understand important indicators, evaluatemarket trends, competitors as well as consuming behavior on e-commerce platforms,which helps the company come up with suitable adjustments and plans for its ceramicproducts

 Administration – Accounting Department:

- Carrying out activities related to financial management while developing plansfor business activities, including tracking document books and preparing financialstatements at the end of each accounting period

- Checking revenue and expenditure activities, paying the state budget, ensuringand being responsible of the company's financial situation, drawing up the inventory ofthe company's assets and capital sources to provide timely and accurate solutions

- Storing, preserving accounting books and securing accounting data

 Warehouse – Logistics Department:

- Researching market, selecting partners that provide quality ceramic materials

- Ensuring that goods are well co-ordinated, circulated and preserved withoutcracking, chipping and streamlined when transported to warehouses, which helpsfacilitate inventory and import – export of goods

- Inventory data must always be updated to ensure a smooth sales process and tomanage the delivery in accordance with fast, complete and accurate delivery criteria

 Customer Service Department:

- Actively communicating with customers who have purchased products, askingfor feedbacks, receiving information about customer complaints to be able to answer,understanding how customers feel about the products as well as giving directions tohandle customer problems

- Coordinating with the Marketing Department to create promotions forcustomers and give discount codes to guests on special occasions to increase thepercentage of consumers returning to the company, which helps it sell more products

- Monitoring the feedbacks of customers to understand the strengths andweaknesses of the products, thereby proposing better solutions to improve.

1.2 Information about the Internship Department.

The marketing department always plays an important role in operating thecompany’s business activities because it has a direct influence on consumers anddetermines the success or failure of Lam Ceramic in generating the company'srevenue Specifically, that important role is shown through advertising products andincreasing sales, as well as promoting brand, thereby creating an image for LamCeramic in the eyes of domestic and international customers

Furthermore, the explosion of social networks and the high application of 4.0technology in life have contributed to the development of marketing in general andonline marketing in particular Therefore, I chose the marketing department as aninternship unit according to my major and future goals after graduation

1.2.1 Marketing activities of Ceramic Lam Enterprise

In order to bring Vietnamese values to all parts of the country as well as to thecompetitive international market, the marketing team in charge of Lam Ceramicalways actively promotes communication activities for the brand and products to makethem known by a large number of international consumers These activities areintegrated between popular communication tools such as Online Marketing (viaFacebook platforms, Facebook Ads, Website, Email,…) and Offline Marketing at thestore

Online Marketing:

 Facebook and Facebook Ads

- Official Fanpage: https://www.facebook.com/gomlambattrang of Lam Potterycurrently has 17,000 likes and 17,000 followers until January 2023

- Facebook stays on top of every survey about the most popular social networkfor every generation It has the advantage of sharing contents and images It also hasstrict policies as well as copyright issues on online business Therefore, the company'sproducts sold through the official fanpage on Facebook can be trusted and easilyreached thanks to some Facebook sales tools

Picture 1: Lam Ceramic's official Facebook fanpage

For posted contents, the marketing team has a variety of articles, videos andimages to increase interaction and interest for users In particular, the firm's FacebookAds directly use these posts or create new posts dedicated to advertising content to beable to increase the number of visitors as well as easily reach the target audience

In addition, sales promotion activities through Facebook are also promoted by theenterprise quite often through the annual festivals at the beginning of the year Thereare a number of programs, such as "Khai Xuan Nhu Y" giving gifts of up to 200k tocustomers when buying goods at Lam Pottery from 27/1 to 5/2/2023

Picture 2: Media publication of the program "Khai Xuan Nhu Y”

 Website

For the number of customers who do not use Facebook or do not want topurchase through Facebook, Lam Ceramic also has another platform, which is the

website with the link: https://gomlambattrang.com/ Currently, Lam Ceramic is rankedNo.1 in the number of search results on Google with the keyword "Bat Trang LamCeramic".

Picture 3: Rank Lam Ceramic's visibility by keywords on Google

The websie is delicately designed with harmonious colors based on the maincolors of the logo Product samples are arranged specifically into each category andeach content, which makes it easy for customers to find and choose Many best-sellerproducts and promotions are highlighted in the middle of the website All of theseabove contributes to attracting users and embracing the psychology of consumers inorder to boost revenue for the company

Picture 4: Lam Ceramic's website interface

 Email (Gmail)

Not only serving Vietnamese people, Lam Ceramic is also honored to bringproducts to countries around the world For foreign partners, marketing via email isboth inexpensive and also in line with their regular email checking habits Therefore,

this is a great opportunity for Lam Ceramic to bring its products and services to theinternational market.

Customers can contact via official email: gomlambattrangvn@gmail.com Thecompany's marketing staff will use email to market their products using gmail sources

or online email data taken from the information of users logged into the Website.Besides, Lam Ceramic can collect data through the order list or landing page.Specifically, the staff will use Mailchimp, which is a free and automated emailcreation software, to create online email marketing campaigns The content oncegenerated is automatically sent to a list of available leads The marketing departmentwill then check the engagement through clicks, opens, email responses and openinglinks leading to the Official Website in emails As a result, marketing staff will sendemails to these customers whenever there is a product launch or promotion, whichhelps the firm expand the foreign leads file and increase sales revenue in foreignmarkets

Offline Marketing:

Like other companies, Lam Ceramic implements offline advertising at its ownpoints of sale The fact that the company opened 2 showrooms in Hanoi, concentratingthe central districts, broadcasts strongly and increases brand awareness to customers

In addition, the decoration inside the stores follows the main color tone of the brandidentity, which is blue - white - yellow Lam Pottery is also creative when leverage itslogo design into the decoration of walls, display tables and shelves

Picture 5: Lam Ceramic Store in Hoang Mai