Report for internship ii product selling process of bat trang ceramic trading and production co, ltd

MINISTRY OF TRANSPORT MINISTRY OF EDUCATION AND TRAINING VIETNAM MARITIME UNIVERSITY THE INTERNATIONAL SCHOOL OF EDUCATION REPORT FOR INTERNSHIP II PRODUCT SELLING PROCESS OF BAT TRANG C

MINISTRY OF TRANSPORT MINISTRY OF EDUCATION AND TRAINING

VIETNAM MARITIME UNIVERSITY

THE INTERNATIONAL SCHOOL OF EDUCATION

REPORT FOR INTERNSHIP II

PRODUCT SELLING PROCESS OF BAT TRANG CERAMIC TRADING AND PRODUCTION CO, LTD.

Student: Nguyen Phuong Thao

ID: 84927

Class: BMM09

Supervisor: Nguyen Thu Quynh

HAI PHONG, October 2021

Since a long time ago, Bat Trang craft village has been famous for gorgeous porcelain and ceramic products, which are imbued with Vietnamese culture Bat Trang Village artisans have contributed to the construction of many great works of Vietnamese kings and court mandarins As time goes by, the products of Bat Trang pottery village are still very famous not only in national but also international markets because of their high-quality, unique beauty and feng shui meaning Although Bat Trang is famous, its products are still counterfeit a lot Knowing that the founder of Bat Trang Ceramics Trading and Production Co., Ltd has chosen to manufacture and distribute genuine products of Bat Trang Pottery Village to Hai Phong, his hometown Having a chance to be a trainee here, I chose to write about the product selling of the company to describe how the company widens its brand awareness and transfers its products to the customers

In the internship period, thanks to the enthusiastic instruction of the departments, colleagu , and teachers, I have gained much valuable experience and esknowledge This report includes three chapters:

Chapter 1 General information of the company

Chapter 2 Researching about managing the business operation of the

enterprise

Chapter 3 Evaluating advantages and disadvantages of the process and state

personal opinion after the internship

Acknowledgment

I'd like to express my heartfelt gratitude to my teacher, Nguyen Thu Quynh, who helped me a lot during this internship, and our principal for providing me with the wonderful opportunity to have a chance to work at a company, experiencing and learning so much about the company’s operation process I also want to thank Bat Trang Ceramic Company’s board of managers for providing me with the opportunity

to develop my abilities in the company and for helping me with the project on the topic "Product Selling Process of Bat Trang Ceramic Trading & Production Co., Ltd" This project provides me with not only knowledge but also several valuable skills when working in an office environment

Table Contents of

Acknowledgement 2

Table Contents of 3

List of Tables 5

List of Figures 5

List of Pictures 6

CHAPTER 1 GENERAL INFORMATION OF THE COMPANY 7

1.1 The history of formation and development of the enterprise 8

1.2 Diagram of organization structure and functions of each department12 CHAPTER 2 RESEARCHING ABOUT MANAGING BUSINESS OPERATION OF THE COMPANY 14

2.1 Company’s market segment 14

2.2 Recent business operation results 15

2.3 Company’s strategy to widen the market 17

2.4 Analysing the product mix (4P) 17

2.4.1 Product 17

2.4.2 Place 21

2.4.3 Price 22

2.4.4 Promotion 23

2.5 Gom Bat Trang’s product selling process 27

2.5.1 Direct selling process 27

2.5.2 Online selling process 28

CHAPTER 3 EVALUATING ADVANTAGES AND DISADVANTAGES OF THE PROCESS AND PERSONAL OPINION AFTER THE INTERNSHIP 30 3.1 The advantages and disadvantages of the company’s product selling process 30

3.1.1 Advantages of company’s product selling process 30

3.1.2 Disadvantages of company’s product selling process 30

3.2 Recommendation for the company 31

3.3 Personal opinion after the internship 31 CONCLUSION 33 References 34

List of Tables

2.1: Report of production and business results 15

2.2: Total revenue of the company 1 year period 16

2.3: Sale promotion of September 2021 27

List of Figures

1.1: Organizational structure of the company 12 2.1: Distribution channel of Gom Bat Trang 21 2.2: The direct selling process of the company 28 2.3: The online selling process of the company 28

List of Pictures

Picture

1.1: Logo of the company 7 1.2: The first store Xuong Gom Bat Trang 9 1.3: The first store interior 9 1.4: Xuong Gom Bat Trang branch 2 10 1.5: Interior of the second branch 10 1.6: The third branches Gom Bat Trang 11 2.1: A porcelain altar sets of Gom Bat Trang 18 2.2: Some of Fengshui porcelain products of Gom Bat Trang 19 2.3: Different types of glaze are used on Gom Bat Trang’s

2.4: Prices of some fortune vases of Battrang.info 23 2.5: Price of Gom Bat Trang’s fortune vases 23 2.6: Outdoor billboard of the brand(1) 24 2.7: Outdoor billboard of the brand(2) 24 2.8: The grand prix of Gom Bat Trang’s second branch on Hai

CHAPTER 1 GENERAL INFORMATION OF THE COMPANY

Picture 1.1 Logo of the company

- Name: Bat Trang Ceramic Trading & Production Co., Ltd Vietnam.

● Second branch: 396 Lach Tray Street, Ngo Quyen District, Hai Phong City

● Third branch: 18 provinces 351 An Duong town - Hai Phong City

- Manufacturer: Hamlet 4 Bat Trang, Gia Lam District, Hanoi City

- Hotline: 0982118885/ 0225 6528 668

- Website: https://gombattrang.vn/

- Facebook Fanpage: Gốm Bát Tràng - Gombattrang.vn

Xưởng Gốm Bát Tràng Cơ sở An Dương- Xưởng Gốm Bát Tràng Hải Phòng-

- Tax code: 0109382276

- Legal representative: Mr Nguyen Van Hien

- Business license: 0109382276

- Fields: Producing and selling ceramic products

- Business line: Manufacture of other porcelain and ceramic products - Business code: 2393

- Mission: Widen brand awareness to Hai Phong people, make Gom Bat Trang

become the biggest porcelain brand in Hai Phong and receive the most trust from Hai Phong customers

- Vision: Bring elite porcelain Bat Trang to every home

1.1 The history of formation and development of the enterprise

● August 12th, 2017

Gom Bat Trang officially opened the first store in Hai Phong port city At this time, the company still works under the name of a sub-branch of Salagroup Joint Stock Company in Hanoi, using the company's logo and importing goods from the same manufacture in Bat Trang village Whereas, the organizational structure was not clear, without development departments

Picture 1.2 The first store Xuong Gom Bat Trang

Picture 1.3 The first store interior

● June 20th, 2020

Officially opened branch 2 at 396 Lach Tray Street, Ngo Quyen District, Hai Phong

At this time, the business gradually formed development departments and had a clear organizational structure Change to the different manufacturer at hamlet 4, Bat Trang village

Picture 1.4 Xuong Gom Bat Trang branch 2

Picture 1.5 Interior of the second branch

● October 23rd, 2020

Officially separated from Sala-Group Joint Stock Company and established a particular company under the name Bat Trang Ceramic Trading & Production Co., Ltd Vietnam

● August 1st, 2021

Officially opened the third branch at 18 provinces 351 An Duong Town - Hai Phong City With the space up to 200m2, this branch is considered the largest Gom Bat Trang showroom in Hai Phong

Picture 1.6 The third branches Gom Bat Trang

1.2 Diagram of organization structure and functions of each department

Figure 1.1 The organization structure of the company al

(Source: internal data of the company)

The highest position in the company is the director as well as the founder of the company This means he is the operator of the company's daily business, ultimately

in charge of all the activity which the company holds

Besides the director, there is a director's assistant who helps him in supporting departmental planning and monitoring progress She works with the director to coordinate and supervise daily operations, ensures compliance with regulations and internal policies, contributes to undertaking staffing responsibilities (hiring, training, evaluating, etc.), joins to assist in budgeting and monitoring expenses, creates reports, and submits them to the director or other executives, and fulfills duties as assigned by the director when needed

There are four departments in this company They are the marketing department, accounting department, sales department, and shipping department:

• In the marketing department, the head of the marketing department is the

one who establishes marketing plans and oversees the marketing activity of the department as digital marketing, advertising, and communications He creates marketing strategies, annual and project budgets alike, and goals that benefit all involved Besides, he controls the activities of the members his department of

• In the accounting departments, their responsibilities include recording

accounts, paying bills, billing clients and customers, tracking assets and expenditures, managing payroll, and keeping track of critical tax documents Moreover, they are the only ones besides the director who can calculate and know the real revenue of the company

• In the sales department, there is a head of sales who defines and

communicates the business’s KPIs and targets to junior sales personnel regularly, analyses patterns in consumer and market behavior, and subsequently defines data-driven action strategies to consistently optimize the business’s commercial performance Besides, the head of sales also has to be in charge of training the telesales and salesperson team

• In the shipping department, the members are responsible for arranging,

receiving, recording, and sending shipments of goods, as well as making sure the products arrive the customerat ’s house unbroken

CHAPTER 2 RESEARCHING ABOUT MANAGING BUSINESS

OPERATION OF THE COMPANY

2.1 Company’s market segment

Because the company mainly operates in Hai Phong city, the target customers of the company are the only ones who live in Hai Phong

Based on Demographic Segmentation, the market segment of the company are:

- Age: >30 years old

- Religion: Buddhist

- Gender: Both male and female

- Family size: >3 members

- Income: >96 million VND/years

- Education: High school, university

- Housing style: Modernist, Cultural,

- Marital status: Married

- Occupation: White collars, trades,

- Socio-economic group: Higher Managerial, Intermediate Managerial, Administrative personal, Professional,

Based on Psychographic Segmentation:

- Class: Middle class, Upper-class family

- Attitudes: Hope, Optimism, Religious, Confident

- Interest: decorate the house, collect things, use social media

Because the company's products are spiritual ceramic products, high quality, and high spiritual value, requires users to have certain knowledge of ceramics as well a

as spiritual beliefs when using ceramics Bat Trang Ceramic products are high quality and high priced Therefore, the company’s products mainly serve the middle

class and upper-class families and entrepreneurs older than 30 years old and with income levels> 96 million/ year Besides, they are also interested in shopping online and like professional services Their primary motivations for purchasing ceramic and/or porcelain products are to gift them to relatives, decorate their homes, and seek blessings in their lives

2.2 Recent business operation results

8 Enterprise Cost Management 25 292,120,000 223,380,000

9 Net profit from business

activities (30=20-22-25-25) 30 8,209,192,000 4,765,902,000

Table 2.1 Report of production and business results (Currency Unit: VND)

(Source: Internal data of the company)

It is clear from the table that there is a significant development in the revenue

of the company in the year 2020 Following an uptime, the firm effectively expanded the market by opening two more branches, developing brand identification, and attracting a growing number of consumers Net profit from business activities at the year 2020 nearly twice times as much as at the year 2019

Although it has just officially entered the Hai Phong market for more than 4 years, with a clear and smart marketing strategy, Gom Bat Trang has quickly received much support from Hai Phong citizens Below is the company's total revenue report for its first year of operation:

Table 2.2 Total revenue of the company 1 year period

(Source: internal data of the company)

Bat Trang Ceramic brand was well-known in the Hai Phong market since it had been there for a long time before the formal firm was founded Gom Bat Trang has

gotten a lot of attention from clients after being in Hai Phong for a few years Because of the local government's effective Covid-19 control, Covid's negative impact on the company's income is minimal It is obvious that between the end of

2020 and New Year's Eve 2021, the company's total income increased steadily from over 823 million VND in October 2020 to almost 2 billion VND in March 2021 However, in the mid-year period 2021, the total revenue slightly decreased among the months from March 2021 to September 2021 It is understandable that because at the mid-year period, there were not many customers' demand of buying

porcelain products

2.3 Company’s strategy to widen the market

In the next few years, the company is planning to open 5 more branches throughout Hai Phong City, in the crowded districts like Thuy Nguyen, Kien An, …

to bring Bat Trang products to most of Hai Phong families, making Gom Bat Trang

is the biggest ceramic and porcelain brand in Hai Phong

Besides, intending to help the youngsters have more knowledge about the traditional products of VietNam, the company also wants to widen the market segment to the young with new ceramic and porcelain products which have more innovative and various modern styles However, before the company starts entering the young’s market, they will have to approach the young generation through various social media platforms such as Tiktok, Facebook, or Instagram… The director believes that, if they can make the young interested in this kind of product, then the cultural and traditional values of this product line can be stored for a long time

2.4 Analyzing the product mix (4P)

2.4.1 Product

With the product strategy, the company uses diversification strategy, which is specializing in manufacturing and retail selling of Bat Trang brand porcelain products:

● Porcelain altar sets

● Fengliu fortune porcelain products

● Porcelain teacup sets

● Porcelain ceramic essential oil diffusers

● Bedside Lamps

● Electric porcelain essential oil burner

● Flower vases

● Business gift (cups, teacup sets, fortune vases with company logo, )

Picture 2.1 A porcelain altar sets of Gom Bat Trang