CONTENT

CONTENT

I Executive summary 2

II Description of the problem 2

III Research methodology 4

1 Secondary data 4

2 Primary data 4

3 Total cost of the research 5

IV Research study results 5

1 Business law and tourism industry 5

2 Wedding anniversary demand on the Internet 6

3 Target market and their demand on our services 8

4 Ha Long – a great destination for couples 11

5 Competitors 12

V The implications of the results 16

1 Business environment 16

2 The demand on our services 16

3 Primary and secondary market 17

a Primary market 17

b Potential market 18

4 Our core services 18

5 Competitors 20

6 Promotional ideas 20

I Executive summary

The key findings from the market research

Information about 5 aspects:

- Business law and tourism industry

- Wedding anniversary demand

- Rates of households in Ha Noi

- GDP per capita of Ha Noi

- Tourism industry + The growth rates + Favorite destinations + Number of Ha Noi’s foreign tourists

- Number and size of the company in this industry

- What are the current opportunities and theats in this industry?

- Setting up

a company is legal or not

- Identify thesize and purchasing power of the market segment and target market

- Foresee threats and chances in the industry

Internet

- What do they do?

- How much do they earn?

- What are their genders?

To build atarget marketprofile andadjust ourservices tosatisfy them Using survey

sheet

Perception

towards company

- Rate of customers’

perception + a wedding anniversary party + a wedding anniversary tour

- How much are they willing to spend on our services?

- When do they buy?

- What do they expect for + A wedding anniversary party + A wedding anniversary tour

To have effective promotional method to attract customers

Characteristics of target

customer

To understand some psychologicalfactors and buying behavior

Observationand websites

Product - Describe the services our Conduct a suitable Survey sheet

business will provide market

- Who would be competitors in the short term and long term?

- Attitudes of competitors’ users

- Measure customer satisfaction and dissatisfaction of

competitors

- Strengths and weaknesses of competitors

To do better than

competitors and survive

in this competitive environment

Interviewdirectly

III Research methodology

1 Secondary data

Two members of our group were responsible for searching information on several credible websites and newspapers as well

2 Primary data

a Using the survey sheet

 When did the survey be given?

After Hung King’s festival day (15th April, 2011)

 Where did the survey be given?

Offices at which our parents and relatives is working These are:

i Viet Nam bank for agriculture and rural development

ii Viet Nam maritime commercial joint stock bankiii Electricity of Viet Nam (EVN)

iv Military Bank

v Newspaper of Family and Society

 Who did we surveyPeople who were surveyed: Have high income (more than VND 7 million/ month)

 Number of people were surveyed: 280 people

 Survey sheet (can be seen on the final page)

 The number of interviewees: 25 people.

3 Total cost of the research

IV Research study results

1 Business law and tourism industry

1.2 million (in 2010) http://www.vietnamtourism.gov.vn

Some favorite Ha Long, Phu Quoc, http://www.vietnamtourism.gov.vn

destinations Nha Trang, Phan Thiet,…

2 Wedding anniversary demand on the Internet

Comments on the Internet present the fact that there is a high demand on organizing a

wedding anniversary Lots of people want to organize a wedding anniversary for themselves, even sons and daughters want to celebrate this special day for their parents

Here are quotations from several forums

“ I want to celebrate my 45th birthday and our 20th wedding anniversary, both of which are this October What would you recommend?? What travel agency should I choose? Do they

have this kind of tour?” – said, CuongeSc from www.webtretho.com

“We started dating in the fall of 1999, so a year from now we will have been together for ten years I can’t wait until our tenth anniversary, though What a happy life is with this man!

We want to plan ahead and make reservations at a good resort or location

Our current guidelines:

 Family Friendly

 Reasonably priced, or even Cheap! (Some ability to make meals a plus.)

 No more than maybe 3 hours from home? Some flexibility here, since the cheaper the location, the more worthwhile the drive/time committed.” – said, Dakuwashinzen

from www.ttvnol.com

“Need Advice on How the Celebrate 2Nd Wedding Anniversary with Low Budget

this year will be our 2nd wedding anniversary and we both were working new jobs on our first anniversary not to mention I was also happily prego last year & couldn’t pop the

champagne Our ideal anniversary would be an enjoyable not to mention memorable

anniversary but for a reasonable rate, so we need help on deciding what to do besides

sleeping it in and out” – said, dothihuyentrang from www.naungon.com

“I need help My husband and I will celebrate our 20th wedding anniversary in Dec and want to take our family on a memorable trip We have 3 grown children We thought of a trip

to the beach but have a 5 years old daughter with severe diabetes who has motion sickness so

no long air trips We are also concerned about a cruise as she gets seasick also Any

suggestions? We prefer something far away from Ha Noi Many thanks” – said,

Violetmoon_157 from www.tcan.com

“I want to do something special….do I do a party for a 10 year anniversary? Where do I have it, at home or at a hall? It is in September….where do I begin??? I’m little bit confused! Should I introduce my friend and family? Is there any company specialize in organize this kind of event?? I need some help!!!!!!!!!!!” – said, Goddess of love from

www.webtretho.com

“Wedding anniversary help .Its our 8th wedding anniversary on the 29th and we'd love to

do something but have limited money ., no babysitter , no experience and I really don’t want to cook my anniversary too and I cook every day Has anybody has some experiences? What should I do??” – said, Echipk1 from www.ttvnonl.com

“I need anniversary ideas!! .My hubby and I are celebrating our 3 year anniversary at the end of the month (June) I know 3 years isn't a "large" anniversary, but each year to me is BIG especially at this day in age What are some ways you celebrated anniversaries??

I need ideas! I need help??” - said, Linhpham_elegent from www.ttvnonl.com

“I am going to celebrate our 1st anniversary .My husband and I are approaching our first anniversary, we want to do something to celebrate was hoping some of you would share some of the things you've done for anniversaries, so we can get ideas and support : ) Thanks a lot!” – said, Johnydeep_mylove from www.zing.vn

“A little wedding anniversary help! I'VE ALWAYS DREAMED OF HAVING A WEDDING ANNIVERSARY! But I don’t know how How to organize this event? How many people should I invite? How would I decorate?? I need some help!!!” – said, Haianhpham from

www.amthucvietnam.com

“This upcoming April will be the 25th wedding anniversary of my parents, and I wish

to plan a classy surprise party for the both of them I need some ideas on themes that will be fun, but still remain fairly sophisticated I am planning on inviting many of their friends, for I feel that it would make the occasion more meaningful to them Anyone have any ideas on where I should start!?

I want to plan a surprise party for my parents’ 30th wedding anniversary I need help with everything Any ideas?” – said, Transon.english.ftu from www.ttvnol.com

3 Target market and their demand on our services

Question Answer Percentage

1

A 74,29 - Large number of short- term customer

- A certain number of long-term customer

 This result shows that the market is quite practical for our company to conduct our plan

2

A 76,14 - Most of customers show that they are willing to

accept and support our service, which makes our idea become more practical, suitable for the marketdemand and attract great attention once it is

launched

- 18, 14% is still considering, which implies that our company need to improve our advertising strategy to reinforce and increase the belief, the loyalty of customers Besides, we should also provide more information about our service to the market

- 5, 72% want to ignore this service This means that 5, 72% here is not out potential customer However, in fact, with a reasonable and attractive marketing strategy, our company still can change their attitude to this service and make them use the service

3 A 62,86 - The majority wants to spend their anniversary

B 27,14 with their partner only

 According to this data and our own ability

as well, our packages should be narrowed

in order to suitable for customer wants and also suitable for our own resources

- Besides, if can, we will expand our packages in the near future

4 A 14,29 This emphasizes that the idea of organizing a

wedding anniversary including a trip and a dinner

is greatly suitable for the market demand

We also prepare some small gifts for our customers, and give them on that special day to make them happy and satisfy with our service

5

A 17,14 People chose both mostly but our company only

offers services in restaurants This means they are considering between 2 choices and have not decided yet

 In order to attract customers and change their minds (choosing restaurants instead oftheir homes), we should do conduct

=> Most of them are

willing to spend from

VND 5 million to VND

10 million (44.76%)

- People chose “ a trip”

=> They are willing to

A 53.33 Many people support our idea and want to try our

service (40%) However, most of people are not willing to try this service The reason may be because our service still too new

 Our company need to push up our marketing strategy

10

A 17,14 The most suitable and effective advertising

methods are the Internet and mouth-to-mouth, because most of people search and believe in the information through these information channels

Question 6

Here is the result (just the highest percentages of each factor)

 Price: quite important (45,27%)

 Decoration: important (37,48%)

 Unique: very important (67,23%)

 The company should focus on making unique tours and parties for each couples To

do this objective, we need to be very creative

Psychological factors and buying behavior of the officials

- People don’t like activities

 We should build a tour with few activities

- People are not too strict with the employees

- People update new trends frequently

- People are often influenced by foreign culture because of the globalization

- People go for tourism in order to completely relax and ignore problems

- People are likely to be persuaded

- People often spend time on tourism about 2 – 4 daysSeveral companies and corporations where we can find our customers

Electricity of Vietnam (EVN)

The Vietnam Posts and

Unilever VietNam Company

Telecommunications Group (VNPT) The National Petroleum Corporation (Petrolimex)

The Asia Commercial Joint Stock Bank

IT firm FPTThe PetroVietnam Exploration Production Corporation PVEPNewspaper of Family and Society

Toyota VietNam CompanyYamaha Motor Viet Nam Company Limited

Prudential Viet NamHSBC Viet NamViet Nam bank for agriculture and rural development

Viet Nam maritime commercial jointstock bank

These companies were chosen because:

- They offer high – salaries

- Employees have many chances to spend time on traveling

- Our relatives are working in some of these companies

4 Ha Long – a great destination for couples

Here are several positive comments on Ha Long that will be introduced to customers

We also make sure that Ha Long is an excellent places and suitable for the features of our tour We found information on websites and newspapers.

“ Ha Long - Bay of the Descending Dragon” Vietnamese people newspaper

“World Natural Heritage” At the 18th Session of UNESCO’s Council of

World Heritage hold on 17 December 1994 in Thailand

“World Natural Heritage” In 2000, UNESCO recognized it as the World

Heritage for the second time for its geographical and geomorphologic values

“Renowned National Landscape Monument” 28 April 1962 Established as a historical and

cultural relict and national scenic spot under Decision No 313/VH VP, issued by the Minister of Culture

“World’s 7 Natural Wonders” In 2009, the New 7 Wonders Foundation,

which runs the New Seven Wonders of the

World program, included Halong Bay on its

list of nominations as one the World's 7 NaturalWonders

“The Ha Long Carnival will wrap up the week

at the Bai Chay Tourist area on May 1 st , with

art performances, a masquerade, and a

carnival parade.”

http://thanhniennews.com

5 Competitors

There is no DIRECT competitor but after interviewing directly, we found 3

INDIRECT competitors that offer the same services (tour for lovers) and prices as us These are:

- Far east tour

- Viet Heart travel co., ltd

- Tourism Joint Stock Company, Tan Dinh – FIDITOURIST

Below are detailed descriptions of these companies This information was collected

by searching on Websites and word – of – mouth

- Detailed introduction and information

- Main advertising technique is the use of banner

- Effective marketing strategy, attract large number of customers

- Advertising is not really impressive

- Detailed introduction and information

- Main marketing tool is internet

- Pretty effective marketing strategy, attract considerable number of customers

Image, reputation - Famous

- National image (Vietnam’s famous landscapes, minority ethics’ people, foreign tourists in Vietnam…)

- Name, slogan, image andlogo are meaningful and impressive

- Pretty famous (less famous than Far East Travel)

- Name, image and logo are meaningful

Name: “Viet heart”

symbolize Vietnamese people

Slogan: Truly a trip

Logo: Lac Viet bird

Name: “Far East” is a term mostly equivalent

to East Asia (including the Russian Far East) and South East Asia, sometimes to the inclusion of South Asiafor economic and cultural reasons (include Vietnam) =>

symbolize Vietnam

Slogan: sharing all feelings

Logo: mountainous scenery when the sun isrising

symbol => symbolize Vietnam

Images (relate to season): famous landscapes all over the country (now – it’s summer time: the images are famous beaches)

- Ha Long – Cat Ba tour

- Northern Vietnam tour

- Northern and Middle Vietnam tour

- Industrial zone tour

- West highland tour

- Weekend tour

- North East and North West Vietnam tour

- 2011’s beach tour

- Middle Vietnam tour

- Southern Vietnam tour

 Located in the center of Ha Noi

Non-central area of Hanoi (Nhan Hoa St, Thanh Xuan Dist)

Pricing Almost honeymoon tours

price are reasonable

- The cheapest tour (usual): Sapa tour in 2 days(2.099.000VNĐ –

Lat tour (6.869.000VNĐ – 8.645.000VNĐ)

*Special package is expensive

- The most expensive tour (special): Princess Junk 4*

Yacht in Ha Long in 3 days & 2 nights (1.350USD)

Advantages

- Destinations are so diversified and attractive

- Suitable and impressive services

- Tour programs and itineraries are planned professionally

-Monotonous tour programs

Advertising, Marketing On website and many forums

Image, reputation With a successful beginning that exceeds any

expectation, Fiditour quickly became a prestige traveltrade name inside and outside of Vietnam Not only known as reliable, Fiditour is also well-recognized as one of the first travel companies in Ho Chi Minh City

Fiditour merged with Tan Dinh Commerce Service &Commerce Co., and was renamed as Tan Dinh Trade

& Travel Service Co., transaction name as Fiditourist

- 14/7/2000, Fiditour became an independent business of SaiGontourist