Analysis of marketing strategy according to the 4p model of thanh huyen internati00onal training system co

INTERNSHIP REPORT ANALYSIS OF MARKETING STRATEGY ACCORDING TO THE 4P MODEL OF THANH HUYEN INTERNATIOOONAL TRAINING SYSTEM CO., LTD.LTD CHAPTER 1: Introduction to Thanh Huyen Internationa

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

INTERNSHIP REPORT

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INTERNSHIP REPORT ANALYSIS OF MARKETING STRATEGY ACCORDING TO THE 4P MODEL OF

THANH HUYEN INTERNATIOOONAL TRAINING SYSTEM CO., LTD.LTD

CHAPTER 1: Introduction to Thanh Huyen International Training System Co., Ltd 1.1 Formatting and development process

Thanh Huyen Spa Academy is one of the easy training institutions in the spa and beauty industry in Vietnam The formation and development process of Thanh Huyen is built on the foundation of commitment, expertise and enthusiasm from employees and managers Thanh Huyen Spa Academy started operating in 2017 with the hope that 2017 will bring students the most professional and modern learning environment in the field of spa and beauty The aspirations and enthusiasm of the founders have created a solid foundation for the development of the university Since its establishment, Thanh Huyen Spa Academy has been constantly developing with the mission of training and improving the level of Vietnam's spa industry Over the years of operation, Thanh Huyen has constantly expanded its facilities, invested in high-quality teachers and updated advanced training programs Currently, Thanh Huyen Spa Academy is proud to be a prestigious and reliable address for thousands of students across the country With an advanced learning environment, a diverse training program and top-notch service quality, we continue to contribute to the sustainable development of the spa and beauty industry in Vietnam Thanh Huyen Spa Academy is dedicated to continuing to innovate and develop to provide students with the best practical and learning opportunities

We will continue to invest in enhancing the caliber of teaching, expanding our partner network and consolidating our spa business

Figure 1.1 - Logo of Thanh Huyen Academy

ACADEMY

Organization name: THANH HUYEN INTERNATIONAL TRAINING SYSTEM CO., LID

Abbreviation: Than Huyen Academy

Website: https://truongdaotaospa.edu.vn/

Address: 79 Dinh Thi Thi, Van Phuc Urban Area, Hiep Binh Phuoc Ward, Thu Duc City

Phone: 0867 120 150

Email: thanhhuyen.kinhdoanh.spa@gmail.com

Established in 2017, Thanh Huyen Spa Academy is a prominent organization in the spa and beauty industry, located at 79 Dinh Thi Thi, Van Phuc Urban Area, Hiep Binh Phuoc Ward, Thu Duc City With humble beginnings, Thanh Huyen's Academy company started with a small group of dedicated individuals who shared the vision of revolutionizing spa education standards in Vietnam Over the years, driven by our passion for excellence and commitment

to the Thanh Huyen mission, we have experienced rapid growth and expansion Since the establishment of Thanh Huyen Academy with only a few employees, Thanh Huyen Spa Academy has grown strongly into a dynamic organization with more than 20 individuals Thanh Huyen is proud of its diverse workforce, which includes talented individuals from different generations, including the vibrant energy of the 9x generation and the innovative spirit of "Gen Z" employees At Thanh Huyen Spa Academy, Thanh Huyen strives to stay at the forefront of the industry by continuously improving operations, enhancing Thanh Huyen's corporate image and innovating Thanh Huyen's marketing strategy Thanh Huyen’s ultimate goal is to provide customers with the best quality education and service, designed to meet the evolving needs of modern spa enthusiasts Thanh Huyen is committed to creating a new standard of excellence in spa education, one that not only meets but exceeds customer expectations With a focus on innovation and creativity, Thanh Huyen is committed to ushering in a new era of spa education and empowering individuals to pursue their passion for beauty and wellness

1.1.1 Organizational structure and role of the Marketing department

Form 1.1.1- Organizational structure of Thanh Huyen Company

=

HR CMO Teacher Lead

———

Content Sale Ads Marketing

Lead

Teacher

Designer Video Editor Content ni

The CEO is the head of the academy, which is primarily responsible for the strategic direction, overall management, and final decision-making for the academy's operations The CEO shapes the vision, mission, and long-term development goals of the academy, and provides legal representation and builds the academy's brand image

The CCO is responsible for the commercial and business strategy of the academy This department ensures that sales and marketing activities are carried out efficiently to achieve revenue targets and expand the market

According to the CCO, the Sales department is directly responsible for the sale of the academy's courses and services The mission of this department is to develop and maintain relationships with students, find potential students, and drive sales

The Human Resources department is responsible for managing the institution's human resources, including recruitment, training, employee development, salary and benefits management, and maintaining a positive work environment

The CMO manages the marketing and branding activities of the academy This department develops and implements marketing strategies to increase brand awareness and attract students

The academy's advertising initiatives, including media and online advertising and other promotional activities to increase brand awareness and encourage business, are under the purview of the CMO and handled by the Advertising department sales figures

In addition to overseeing content projects and ensuring that all marketing materials align with the academy's brand and strategic goals, this department is responsible for developing marketing content

The designer reports to the Content Marketing Lead and is in charge of graphic and visual design for marketing campaigns, ensuring that all academy media materials are well presented and polished

For the academy's marketing, advertising, and training initiatives, this department is in charge

of video editing and content production, ensuring that high standards of visual and audio quality are met

Under the direction of the content marketing team leader, the content team is responsible for producing written content for marketing campaigns, including blog entries, social media updates, marketing brochures, and other types of content

As the director of the training department, the Teacher Lead is responsible for developing the training program, managing and organizing teaching activities, and ensuring the caliber of teaching

Under the direction of the Teacher Team Leader, the faculty members are responsible for guiding and mentoring students, providing them with the knowledge and skills they need to work in the spa and beauty industry, and helping them learn and grow

1.1.2 The Company's products/services, target markets, target customers, and scale

of business activities

Thanh Huyen Academy provides a variety of training and professional services in the field of spa, in order to meet the increasing demand of the market for professional knowledge and quality human resources Thanh Huyen Academy's services and products include spa technician training and graduate certificate programs, courses for spa owners in management and business, as well as specialized courses such as training for advanced spa masters and specific techniques such as embroidery and sculpture

Thanh Huyen Academy's target market is aimed at students and spa staff who want to improve their qualifications and obtain professional certificates, who want to open their own spa and need knowledge of management and business, as well as spa professionals who need to update the latest professional knowledge and skills

Thanh Huyen Academy's target customers include students and spa staff who want to have certifications and in-depth knowledge to advance in their careers, and those who are or will

be spa owners who need to master management and business knowledge to succeed, as well

as spa professionals who want to develop their careers and master new skills

1.2 Business results in the last 3 years and marketing strategy

1.2.1 Operating results at Thanh Huyen Company in the period of 2021 - 2023 Table 1.2.1 -Business results of Thanh Huyen Company

Turnover 5.975.420.300 | 7.012.680.000 | 5.355.890.000 Number of students 301 students 372 students _| 448 students Operating costs 3.178.540.000 | 3.668.590.000 | 4.135.720.000 Net Profit 2.796.880.000 | 3.343.790.000 | 3.201.420.000

Growth rate of the number of students | - 23.25% 20.43%

In 2021, Thanh Huyen Academy's revenue reached VND 5,975,420,000, earned from having

301 students register for the course Although operating expenses are up to VND 3,178,540,000, the net profit is still impressive at VND 2,796,880,000 The revenue growth

rate compared to the previous year was not calculated, but the growth in the number of students reached 23.25%

In 2022, the company's revenue increased to VND 7,012,680,000, with 372 students

participating in the courses Although operating expenses also increased to VND 3,668,890,000, net profit increased to VND 3,343,790,000 The growth rate of revenue reached 17.72%, the growth rate of the number of students reached 23.25%

In 2023, the company's revenue decreased to VND 5,355,890,000, although the number of registered students increased to 448 However, operating expenses also increased to VND 4,135,720,000, net profit decreased to VND 3,201,420,000 The revenue growth rate compared to 2022 decreased significantly to -21.75%, although the growth rate in the number

of students still reached 20.43%

In total, in the past three years, Thanh Huyen Academy has experienced many fluctuations in business results, with a significant growth in the number of students participating in courses However, the decline in revenue value in 2023 has created a new challenge that the company needs to face and overcome in its next business development plans

1.2.2, Marketing Strategy

Thanh Huyen Academy has implemented a marketing strategy to promote development and improve brand recognition Key elements of this strategy include:

Brand building and reputation: Thanh Huyen Academy has focused on building a prestigious brand in the field of spa training Providing high-quality courses and a team of reputable teachers has helped the company build a reliable image in the eyes of customers and the industry

Market expansion: The company has actively expanded the market for both domestic and international learners This includes developing courses tailored to the needs of both markets and building partnerships with international partners

Creative Marketing: Thanh Huyen Academy has used a variety of creative marketing channels such as social media, online advertising, and media events to draw attention to its brand and

courses.

Optimize the student experience: The company has facilitated and improved the student

experience by updating the training content, providing supportive facilities, and creating a

positive and effective learning environment friendly

Developing customer relationships: Thanh Huyen Academy has focused on building and

maintaining good relationships with students through customer care programs and other interactive activities

1.3 The role of students in the Marketing department

I engage in market research and analysis to better understand consumer desires and behaviors

to develop effective marketing strategies Participate in the process of developing and optimizing marketing strategies, from identifying the best marketing channels to defining

goals In addition to creating marketing content, I was also tasked with creating blog posts,

social media content, and brochures I am responsible for managing the social media presence

of the business and ensuring the effective distribution of marketing materials I am involved

in the implementation of marketing initiatives, from organizing events to managing offline

and online advertising campaigns

CHAPTER 2: Analyzing business performance and organizing the implementation of marketing strategies

2.1 Description and analysis of business performance at Thanh Huyen Investment Services Trading Co., Ltd

Thanh Huyen Investment Services Trading Co., Ltd has proven significant growth and volatility in business performance in recent years As a prominent player in the spa and beauty industry, the company has successfully attracted a significant number of students to its courses Analyzing its financial performance from 2021 to 2023, it is clear that while the company has generated revenue and managed operating expenses effectively, there are still challenges in maintaining consistent growth

In 2021, Thanh Huyen Academy generated revenue of VND 5,975,420,300 with 301 students enrolled Although operating expenses are up to VND 3,178,540,000, net profit is still at an impressive level of VND 2,796,880,000 The following year, the company increased revenue

to VND 7,012,680,000 with 372 students, reflecting a revenue growth of 17.72% and a 23.25% increase in the number of enrolled students However, in 2023, while the number of students continues to increase to 448, revenue decreases to 5,355,890,000 VND This decline, along with an increase in operating expenses of VND 4,135,720,000, resulted in a net profit

of VND 3,201,420,000 The revenue growth rate decreased significantly to -21.75%, although the student growth rate remained positive at 20.43%

2.1.1 Analyze business performance statistics, including strengths and weaknesses

Thanh Huyen Academy's strength lies in its ability to continuously attract more students each year and maintain profitability despite fluctuations in revenue The increase in student enrollment signifies a strong demand for the institution's courses, underpinned by the institution's reputation and quality of education However, the decline in revenue in 2023 highlights potential issues in revenue generation strategies or external market conditions that affect performance Moreover, the increase in operating costs indicates the need for better cost control measures to maintain profitability

2.1.2 Describe and analyze the process of organizing the implementation of marketing strategies at the Company

Thanh Huyen Academy's marketing strategy plays a key role in business operations, focusing

on improving brand recognition, expanding market reach, and optimizing the student experience The organizational process involves different departments working in synergy The marketing department, led by the CMO, develops and executes marketing campaigns, manages brand promotions, and ensures effective communication with potential and current students The sales department, which is part of the CCO, is tasked with selling courses, maintaining relationships with students, and driving enrollment In addition, the design and content team creates marketing materials, manages social media content, and ensures all communications are aligned with the brand's strategic goals

2.2 Product/Service Analysis: SWOT and Competitive Features

The marketing strategy at Thanh Huyen Academy leverages its strengths while addressing weaknesses to seize opportunities and mitigate threats in the market

Strengths include high-quality courses, experienced and reputable instructors, cutting-edge training programs, and a strong brand reputation in the spa and beauty industry These factors contribute to the institution's ability to attract a steady stream of students and maintain a competitive advantage

Weaknesses include limited courses compared to competitors, which can limit the academy's appeal to a wider audience In addition, dependence on the domestic market poses risks if market conditions change unfavorably There may also be scalability issues as the academy expands its operations

Opportunities for Thanh Huyen Academy include expanding into international markets, being able to provide access to a larger pool of potential students, and increasing revenue Developing new courses to meet emerging industry trends can also attract more students and stay ahead of the competition Forming partnerships with other educational institutions or industry players can enhance the institution's services and credibility

Threats include stiff competition from other training institutions, which can affect student enrollment and revenue Changes in industry regulations may affect the institution's operations and compliance costs An economic downturn can also affect discretionary spending on education and training, leading to lower enrollment rates

2.3 Price Analysis: Pricing Strategy and Comparison with Competitors

The academy uses a value-based pricing strategy, setting prices based on the perceived value

of the courses This strategy takes into account the quality of education, the reputation of lecturers, and the comprehensive nature of training programs Compared to competitors, Thanh Huyen Academy's prices are competitive in the industry, providing good value for the quality of education offered However, periodic reviews and price adjustments may be